Table of Contents
Preface: It's Not What You Know, It's What You Learn xiii
Chapter 1 Escape Hours for Dollars: Do the Work Once and Get Paid Many Times 1
1 Replaces Manual Labor by "Multiplying Yourself and Leveraging What You Know 5
2 Buyers of Your Information Products Will Buy More 6
3 Small Amount of Interaction with Buyers Is Possible 7
4 Few Staff Members Are Necessary 7
5 Small Investment to Get Started 8
6 Large Profit Potential 9
Chapter 2 Eliminating the Fog and Clarifying Your Target 11
Chapter 3 How to Get Paid to Create Your First Info-Marketing Product 19
Launching Your Info-Marketing Business Fast 20
Benefits of Launching with Teleseminars 21
Drawback of Launching with Teleseminars 21
Chapter 4 A Step-by-Step Guide for Creating a Program Your Customers Eagerly Buy 23
The First Step 25
Breaking Down the Process 26
Emphasize Benefits 26
Content 27
Driving for the First Time, Getting Ready, Achieving Success Safely 27
Scheduling 27
Marketing 29
Chapter 5 Using Experts to Supply Your Content for FREE 31
Benefiting from Guest Experts 32
Finding Guest Experts 34
Identifying Guest Experts 34
Identifying the Best Guest Experts for You 35
Making Yourself Attractive to Guest Experts 36
Building Relationships 36
Interviewing Your Experts 37
Limit Your Questions 38
Chapter 6 The Secret to Creating Great Marketing that Makes Customers Want to Buy 41
Following the Expert 42
Getting Customers to Take Notice 43
Chapter 7 Technology Challenges Solved 49
Webinars vs. Teleseminars 50
Hosting and Recording Teleseminars 51
Payment Processing 51
InfusionSoft 52
Call Recordings 53
Chapter 8 Inspiring Your Customers to Learn 55
Engaging Your Audience 57
Handouts 57
Chapter 9 Presentation Secrets to Grab Attention and Keep Your Customers Engaged 63
Secrets to Delivering Great Content 64
Presentation Counts 64
Deliver Great Content 65
Grab Their Attention 67
Introduce Your Expert 68
Illustrate Your Points with Stories and Examples 68
Use Teasers 69
Chapter 10 Shortcut to Turning Your Teleseminar into an Information Product 71
Binder Materials 73
Audio CD Packaging 73
Audio Files 75
"Read This First" Letter 75
Graphic Designers, Duplicators, and Fulfillment Companies 76
Chapter 11 How to Make It Really Big and Build a Long-Term Business David White 77
Some Common Business Problems 78
Offer an Affordable Service 79
The Pareto Principle 80
Bonus De-Risk Strategy 83
Use Information Marketing to Differentiate and Add Value 83
Use Information Marketing to Upsell to Gain the Highest Prices 83
Demonstrate with IM 84
About David White 84
Chapter 12 Creating Low-Maintenance, High-Profit Membership Programs Milana Leshinsky 85
What's a Membership Program? 86
Why Many Membership Websites Fail Within a Year 86
Two Membership Programs You Can Start Fast and Run on Less than Five Hours a Month 88
Coaching Club 88
Micro-Membership 89
Positioning Your Membership Program for Great Retention 92
The 12 Biggest Reasons People Sign Up for Membership-Based Programs 94
How to Generate Income from Your Membership Program Before You Create It! 96
Get New Members All Year Long with an Evergreen Enrollment Strategy 97
About Milana Leshinsky 98
Chapter 13 Protecting Your Info-Marketing Business Scott Letourneau 101
Sole Proprietors Are Rolling the Dice 102
Be Sure to Play by the Rules 103
Lack of Corporate Formalities 104
Lack of Proper Capitalization 104
Commingling of Funds 105
Choice of Entity Comparisons 105
Sole Proprietorship 106
General Partnership 107
C Corporation 107
S Corporation 110
Limited Partnership 110
Limited Liability Company 111
The Default Rules 113
Factors Affecting Your Entity Choice 114
1 What Do You Expect Your Business to Do in Gross Sales During the First and Second Years? 114
2 What Will Be Your Business Expenses and Net Profit During the First and Second Years? 115
3 Do You Have a Partner for Your Business? 115
4 What Is Your Personal Income Level (Aside from This New Business)? 115
5 Will Your Business Develop a Net Worth? 115
6 Is the Goal to Sell the Business Soon? 116
7 Will Your Entity Keep Profits as Retained Earnings for Future Growth and Expansion? (Important If You're Considering a C Corporation) 116
8 Are You Looking for Investors for Your Company? 116
9 Do You Have Other C Corporations? 117
10 Are You a U.S. Citizen or a Resident Alien? 117
Why Do I Get Different Input from My Attorney and My CPA? 117
Tax Perspective 118
Liability (Legal) Perspective 118
Marketing Perspective 118
Best of Both Worlds 119
Choosing a Place to Incorporate 119
Resources 119
About Scott Letourneau 121
Chapter 14 Six Weeks to Success in the Info-Marketing Business 123
Chapter 15 These Are the Good Ole Days 125
Success Takes Time-and Practice 126
Work, Work, and More Work 127
The Benefits of Your Work 128
After Awhile It's Second Nature 129
Change Happens 130
Change in Marketing 131
Appendix: Information Marketing Resources 133
Attorney 134
Audio/Video Production and Duplication 134
Audio/Web Conferencing 135
Copywriters 135
Customer Relationship Management Software 141
Customer Service 142
Fulfillment-Product 142
Merchant Services 143
Printers 143
Website Development 145
Glossary of Info-Marketing Terms 147
Index 155
