The following is part of the transcript of Part 2 Of Continuity Overdrive by Lee McIntyre, where product creation and marketing is discussed.
You can watch the entire 8 part series on video here —> Continuity Overdrive
Step one: You figure out what topic you’re going to make and you map it out. So you say, “In month one, I’m going to talk about how to build a list.”
You have to have a hook as well, not just “How to build a list,” but it needs to be a big claim or a big benefit, something different. My “Deep Connections Dynamics” module is “How to make four times more money with e-mail marketing by selling less and earning more.” Is that a hook? Is that different? Does that have a big benefit and a big point of difference or would you just have “How to do e-mail marketing?”
Would you have “How to make four times more money with e-mail marketing while selling less and learning more?” You’d map out your first three or four months content and you’d say, “Right, now I’m going to work on list building.” “This month I’m going to deliver traffic.” “This month I’m going to deliver a membership site.”
Then you think of a cool title for each module with a nice hook. “How to build a list of 1,021 people in less than 29 days without even having a website,” is that a hook? “How to win your girlfriend back by not washing your under-….” I don’t know. I’ll stop. I don’t know where that came from.
Number two: I like to map out the content first and then I like to find experts to interview. It would be a DVD-of-the-month club but what I’m actually delivering is an audio CD. I would go and find some experts once I have my content mapped out. I would find the expert to fit in with the content I wanted to deliver and not the other way around.
I would look around my marketplace and think, “Who can help me deliver this particular piece of content? Who is accessible to me? Who can I get into content with? Who will help me do this?” Let me ask you this, if you came and asked me today for an interview, what might I say?
Participant: If it’s short, yes.
Lee: If it’s short, maybe. To be honest, probably not. Why? I have other things I need to do today and I’m busy. I have a lot of people asking me for an interview. Is there anyone here who has asked me for an interview and I have given one? Dean asked me for an interview and the reason I said yes to Dean is because he convinced me that there was going to be something in it for me.
What might that be? Exposure, bounce-back offers, which is the ability to promote myself in the audio I give to him, shared ownership. If you come to me today and say, “Can I interview you,” I’m probably going to say no. If you say, “Listen, can I interview you and I’m going to give you shared ownership so, Lee, you could do whatever you want with it.
“Here’s a suggestion. Why don’t you put it in your ‘Gold Program.’ I know you have loads of members in there. Go and put it in your ‘Gold Program.’ It will be really cool.” If you then come to me and say, “By the way, I’m going to use this content for a launch I have coming up and I’m expecting to acquire 500 new customers,” then we’re talking.
If you then say, “Look, also I’d love you to promote two of your products and services in there, maybe via an affiliate link. That would be really cool, too,” now I’m going to say yes. I’m going to say yes if I believe you. Whenever you’re approaching anyone for an interview, you have to answer the “What’s in it for them” question.
If you go to some guru in your marketplace—the dating marketplace, the make-money marketplace—if you’re asking them to give you content, you’re asking them for their time. Listen to this. The more successful someone gets, the more precious their time becomes.
When you’re talking about marketing to the affluent and people who are successful, time is one of the most precious commodities. Why is somebody really successful going to give you their time when they’d rather be spending their time with their family or their children or their wife or playing football?
Okay, there’s a benefit for you but what’s the benefit for them? Step two is approach some experts to provide content. The real key point is you need to answer the question, “What’s in it for them?” Let me just give you some really practical suggestions: shared ownership—massive, for me personally.
Bounce-back offers where they can promote themselves with the audio—massive, for me especially. Exposure—massive. How many interviews do you think I’ve done roughly? About 80 or something like that. How many of those interviews do you think point back to my products and services? Seventy nine—pretty much all of them.
Dean was saying in his continuity program he made $13,000 last month. Can anyone guess when people opt-in what the product is that they get when they opt-in? they get the interview that I did with Dean. Now if Dean’s generating $13,000 a month and I’ve done with an interview with Dean, how many people do you think are opting in and listening to my interview? A lot.
How many of them do you think visit my website and join my continuity program or buy my products as a result of that interview? A lot. Let’s multiply that by 80. Do you start to see what’s in it for me in terms of giving interviews? Would I want to give an interview then?
Do you think that might have made me several thousands of dollars and continue to do so in an evergreen, integrated way? Absolutely. Think about what’s in it for them. The big ones for me are shared ownership. That interview I did with Dean, where do you think that is? It’s in my “Gold Program” for my Gold members to listen to and in my “Point-and-Click” program for them to listen to.
Now Dean is helping me make content for my members. Bounce-back offers and exposure. Those three points are part of the joint-venture scalpel. If you go and approach anybody in your marketplace, say to them, “Look, this is what’s in it for you. You’re going to get shared ownership,” and be particular.
“You’re going to get shared ownership, Alex. I know you have a launch coming up and I’d love you to give it to your members. That would be cool if you wanted to.” Be particular. “I know, Jeff, that you have this coaching program. Why don’t you just put it in there and I’ll give you the content, the shared ownership.”
Give them bounce-back offers and be particular. “Alex, I know you have this really cool freebie. I’d love to interview you. Why don’t you mention that in there? That would be cool. Tell my audience about it.” Is that going to make you more likely to say yes? Absolutely.
Exposure—“Dave, I have 70,000 subscribers and I’m expecting 3,000 people to access this freebie. Could I interview you and would you tell people about your offer?” Is Dave going to say yes? Absolutely. If someone grabs him in the pub tonight really drunk and says, “Dave, can I interview you,” he’s going to say no.
Do you see where I’m coming from? So start stop thinking about what’s good for you and start thinking about what’s good for them. I’m trying to be really specific here for you. Step one: You figure out the topics. How do you do that? Number one, survey. If you can’t do a survey, you don t have access to survey facilities or you don’t have a list, you go to the forums.
Step two: You approach experts. What do you do? You give them what’s in it for them—shared ownership, bounce-back offers, exposure. You’ll get anyone to say yes, if they believe you. If you come to me and you say, “Listen, Lee, just getting started. Workshop is great. I’m doing a launch next month, brilliant. Just started Internet marketing today. We’re going to sell 20,000 units. Fantastic! Loads of exposure for you,” I might not believe you.
By the way, Jit Uppal told me he was going to be my number one affiliate and he is. He told me that a year ago and I didn’t believe him. Sometimes unbelievable things do happen. Step three: Decide on a theme for each piece of content and a title, allow bounce-back offers and map it out loosely.
You’ve said, “These are the topics: list building, traffic, membership sites.” You’ve found your experts and you’ve said, “I’m going to give you exposure, shared ownership, bounce-back offers.” Now you decide on the theme and the title with a big hook—“How to do X in Y,” “How to date any girl in five days without leaving your house, even if you’ve not shaved for five years,” some kind of big hook that gets people interested.
You also need a nice title—“Deep Connection Dynamics” sounds a lot better than “E-mail Marketing Today.” “The Ultimate Traffic Plan” sounds better than “Get Some Traffic Fast.” Think of a nice title, a nice theme and map it out. By map it out I mean write 10 questions you’re going to ask the person but don’t stick to it.
You don’t want to ask them, “So then, Lee, tell me about list building,” and I talk and they say, “Okay, that’s great. Now tell me about traffic.” That’s not what we’re talking about. We’re talking about mapping it out loosely so you can see a beginning, an end and it’s all interconnected.
As you go, you just free roll with it. If you get me to an interview, sometimes I have a beer beforehand and I’ll just chat about anything. That’s good. Those are the best interviews. Has anyone heard any interviews I’ve done with Jit? We have great interviews. We just have a chat, click “Record,” I’ll have a beer and it just flows.
Map out the content—beginning, middle, end—with 10 questions but don’t stick to them. Just go with the flow. If they say, “I really discovered about traffic generation when I was arrested in Vietnam and I was behind cells and I thought, ‘This is a great strategy,’” don’t say, “Okay, now tell us about list building,” ask them about it.
Decide in advance what the bounce-back offer is going to be. Say to them in advance, “What would you like to promote to my audience?” Happy with that? So we’ve decided we’re going to do a DVD-of-the-month club or an audio CD. We’ve decided we’re going to go find out what questions people want. We’re going to find their experts and then we’re going to decide theme and title, bang!
Step four: Arrange a time to suit them and record with Skype. Do you know how many people approach for an interview and they do all that stuff right and I say, “Yes, we’re in. Let’s do it,” and they say, “Great! I’m free 9:00 next Monday.” I would be like, “Well, that’s like 5:00 a.m. UK time. I’m busy.” Decide a time to meet them.
If you want to interview someone, are you prepared to get up at in the morning at 4:00 A.M. and ring them up? If the answer is no, then why should they bother giving you an interview? Record with Skype. What we do with our interviews is we record with Skype and we use a service called Pamela. If you search for Pamela with Skype, it costs about 19 Euros and it will give you crystal-clear audio quality.
You get Skype and you call them up on Skype. If they give you a phone number, you could use Skype Call Out. If they give you a Skype address, which is preferable, you just call up on Skype. You install Pamela with Skype and you just click “Record” and it’s that simple. It’s easy. You arrange a time to fit them. Give the five or six times and be prepared to put yourself out.
You finish the call and then what do you do? Step five: You might as well get the call transcribed. We use Tara at Transcription-Team.com. If she’s busy next week and I can’t get my stuff done, I’m not going to be happy. Get it transcribed. What might you do with those transcripts? E-book, special reports, manuals. Step six: Get some graphics made for your CD.
Where might you find a good graphic designer? Warrior Forum, MiniSiteStudio.com. James Dyson does all of our work really expensively but good work. He’s a good guy. Go on the Warrior Forum and find some special offers. Get some graphics made. Then what are you going to do? Step seven: Upload to Kunaki.com.
How many here have never heard of Kunaki.com? How many have heard of Kunaki.com? How many never put their hand up ever? Now you take the CD and you say, “Here’s the interview on ‘Ultimate Traffic Plan with Lee McIntyre. Here are the graphics.” You upload to Kunaki, a simple process. It’s not hard. You can read the instructions. I even have a freebie called “Quick Start Kunaki” showing you how to do it.
If you contact James on the Help desk and ask him for “Quick Start Kunaki,” he’ll give it to you. It’s free. It will show you how to upload to Kunaki. Step eight: Open up a 1ShoppingCart account or an Infusion account or PayPal. Does this sound hard? Then what do you do? You add the “Pay” button to your website. We’re going to talk about that in the next session.
When you have this all up in Kunaki, when someone’s been a member for month one, what happens? You log on to Kunaki and you say, “Send this DVD to this customer, bang!” When someone’s been a member for month two, what do you do? You say, “This is month two’s DVD. Send this to this customer, bang!” When someone’s been a member for month three, you say, “They’ve been charged today. Free month. Log in and you can do that.”
There are ways to automate it with technology and ways to pass it on to staff and delegate but that’s what you do. This is my eight-step plan to getting started really quickly before we wrap up. Step one: Figure out what topic is for each month. Where are we going to do it? Are we going to survey or are we going to go on forums?
Step two: We’re going to approach experts. We’re going to answer the “What’s it in for them” question with shared ownership, bounce-back offers, exposure. Step three: We’re going to decide on a theme and title and we’re going to map out the content loosely with a big hook. Then we’re going to give them an opportunity to promote bounce-back offers.
Step four: We’re going to arrange a time to suit them and call them up on Skype. We’re going to record with Pamela for Skype. Step five: We’re going to transcribe. Use Transcription-Team.com, if you want. Get some graphics made. Use James Dyson from Mini Site Studio. Get the graphics made. Step seven: Upload to Kunaki.
If you don’t know how, go and get my book, “Quick Start Kunaki” will show you how. Step eight: Open up a PayPal, 1ShoppingCart or Infusion account. You’re good to go. You have the continuity program, the content ready for three months. Who thinks that’s going to take you a year? Who thinks six months? Who thinks you can get that done in a week?
I think you can get that done in a day if you pushed yourself but definitely in a week. Who is going to go out of this room today and give themselves a kick up the backside and get it done? Having a continuity program has transformed my business and we’re making $100,000 this month and I’m bloody happy about it. I still drive a Skoda. I still go on bunk beds to Amsterdam and stay in three-star hotels.
Dave laughs at my car. I went to John Thornhill’s office and John Thornhill sent his son out to laugh at my car. You think I’m joking but I’m not. He said, “Go and look at his car,” and went out thinking it was going to be a Ferrari and it was a Skoda. I sleep in bunk beds. I do all of those things but we have a massive business.
We have team members. We have Mark here helping us out. We have Mark in the back that’s been with us full time on Monday. We have Lindsay who’s been with us full time now in our office. We have James at the back. Just turn around for a second and look at the back of the room. Hello! How many people would like to have a business where you have a person who stood there like a bodyguard guarding the beer and a person sitting there? Lindsay, just shout out what you’ve been working on this morning on the computer.
Lindsay: Refunds, chargebacks, duplicate orders, P1s, P2s…
Lee: Refunds, chargebacks, duplicate orders, P1s, P2s and the tasks we have. James, do you want to shout out what you’re working on right now? We need to get you some extra tasks. Thanks for that. I appreciate that. It’s a well-oiled machine back there. How many people want a business like that?
Look, the point I’m making is that’s not a hard plan. You get out of here and you give yourself a kick up the backside. Is it going to be easy? No, never. When we launched “Point-and-Click Coaching,” I wanted to cry on the day of launch. I don’t cry unless I get kicked in certain parts of my body. I wanted to cry. When we launched, we got a phone call from PowerPay 45 minutes before launch saying, “No, no, no. You can’t do this.” I’m not joking.
About 10 minutes before, we discovered that our up-sells didn’t work. I’m not joking. We had massive problems. Is it going to be easy? No. Is it going to be worth it? Yes. Who’s going to go and follow this eight-step plan and create the content for the program? Go away, get it done and transform your business. Thanks very much and I’ll see you in the next session.
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