These are my notes from a call between Frank Kern and Clayton Makepeace. Clayton has done $1.5 billion in sales in his career and Frank has done $30,000,000. So they know their stuff.

First I’ll cut right to the chase and give you the highlights as I see them. Then you’ll have access to my full, unedited notes I took while listening to the call.

Like icing on the cake, here’s the highlights:

1. Tie Your Promotions/Offers in with Current Headlines which are agitating your market

2. Plan out your email campaigns so multiple messages build to a free event

3. Tie entire campaign into timely news events, tell them what will be true after the event for them which isn’t true now, only build the value and excitement for the free event…no ulterior motives should be apparent

Unedited Notes: Clayton Makepeace & Frank Kern interview call

Clayton did $80,000,000 in sales between 2 clients in 2007 alone!

campaigns 4-6 weeks in length, 10.5 mil, last month did a campaign for 2.5 mil in 3.5 days

works with client’s customer files, most qualified prospects, bonded with his clients for months & years

Frank’s done $30,000,000 total sales in his career

4-6 weeks, centered around an online event of some kind, other people center theirs around a free gift or series of free gifts, he spends 1-2 wks not selling anything, just uses the email to invite people to the online event, register for it for free, sense of obligation created because they’ve registered, leaves them alone until day of event, do get confirm reg msg, in editorial content emails he continues to build up the value of the event, never does a pitch in these msgs

financial one is 200k subscribers, 6 days/wk, 1 in morning 1 in evening, moneyandmarkets.com, morning is market commentary on various markets, clarifies days events where markets are going and where opps are; may do P.S. about upcoming event;

in afternoon has dedicated emails to sell the shit out of the free event, all reasons if they don’t attend they might as well shoot themselves

1-2 weeks during each cycle where they are begging people to accept the value for free, builds trust, bonding, momentum, demonstrating good will, creating obligation

Events - vary format to keep them interesting, around 1 hour long, live con call, they did Berlin, Brazil, Shanghai, U.S. market advisors, they called into report on the markets; at time those markets were exploding; used the drama, intensity and “boots on the ground” aspect to build the event

45-50 minutes of content, last 10-15 min is offer of prod that lets you capture this opportunity

low key offer last 10-15 min of call

segmented list - former customers offered $2500 service; subscribers/prospects offered $1,000 service

Next Event - straight webinar, 2 advisers talking about the currency markets FOREX, “how to make money as the dollar falls”, printed pics of Bernanke as the enemy printing money and inflating dollar “to bail out the stupid lending institutions”; used him as enemy to energize their people, followed the basic template

3rd Event - opps in commodities and natural resource discussion, had a panel of experts in that area

last month - currencies topic and had a new advisor for that one

next one - live audience, video, and live questions; FOREX forum

How to get high registrations and the high attendance

20k reg he had, 10k showed up

it’s all in the copywriting, 3-4 week series, he has an adv. because it’s never positioned with any ulterior motive, only thing is to help you as a subscriber, all content is written in advance, benefits of attending, at end of this hour he’s what will be true for you that isn’t true right now

his adv. is there’s news in the investment market everyday, they see the headlines and are afraid, confused, or excited about those headlines, Clayton uses the current feeling of his list to get them juiced up to attend the event and solve the feelings they currently have

product niche with constant headlines & news, constant change, things for people to deal with, dominant emotions they have about those things, multiples can be huge since people are really engaged

In their launches have the day of the event, give them something to do right on the call, call your broker and do this, given them for free

5 minutes after the call an email goes out to the list, “wow, did you see that, 20k people signed up to attend, Tony Segami from Shanghai was on fire, named his 3 favorite stocks to buy now, event was so good we’re leaving it online for a few days, it’s very timely so we can’t leave it up for long if you missed it or want to watch it again go here”

has a countdown timer for when the event is coming down, usually 7 days, during that week they usually get as many views as they had signups, when event comes down then they do a launch timer for the recommendation service for 7-10 days, after that they may do a 2nd countdown timer if response is still high

has a serial product so it’s updating and changing, he’s not offering the same thing on the 2nd countdown, same service but does updating recommendations and stocks to buy

tantalize them with facts about the company:

• had a company that makes batteries for hybrid fuel cell cars
• has a contract to provide batteries to GM, and 3 Japanese automakers
• noone knows about this contract right now
• this is a no brainer of a good deal
• Don’t tell them the name of the company, just tell them the facts about it and that it’ll be revealed on the call

Want launches to be fresh & timely, tie into current headlines and the fears those headlines create in the market

Find a potential virgin audience, dealing with changes in their marketplace, incorporate these proven techniques to that industry, 1st ones to do that will have $100-$200 million launches

Tie things to overall topical events in the news, it legitimizes you because the person associates you with the news story and you must know what you’re doing as an expert since you’re talking about this great news headline, positions you as serious broker in this field

what kind of headlines could you write which makes attending mandatory; for the FTC change to the CAN-SPAM Act, headline can be “Is Something You’re Doing Now the Way You’ve Always Done it Capable of Landing You in Jail in the Next 60 Days…or Costing You a Huge Fine?”

could be topical stuff they’re already aware of, or can be something they don’t know about, “here’s how not to do it…from Apple, IBM” their tech invitations blow and here’s why…

reasons why Makepeace’s promotions work:

• topicality
• info is dyanmic
• not just appealing to 1 emotion greed, also appealing to fear “if you don’t make right financial moves you will lose money”
• product launch strategy is so powerful the technique itself works, quality of the copy, texture of the campaign with some that are warm & intimate and other messages that are all trumpets blaring generating excitement for the event
• great strategy combined with great salescopy yields exponential results

Guthy-Renker does nothing with their backend stuff, they generate millions of new customers each year, send them no other offers, makes so much money on the front-end they don’t care about that. This comes straight from Bill Guthy. Leaving 90% of their money on the table.

strategy and killer copy at every level gives explosive results

ripoff copy rings hollow, people know it’s “fake” they feel it just isn’t quite sincere

when mail the same promotion (exact same copy) to the same people 30 days later, 20%-30% of the list opts-out, he has written entirely new email copy based on the same theme, has gotten similar attrition

copy doesnt feel fresh or new, doesn’t feel sincere, market remembers and has a long memory, response plummets

coming up with something fresh can create an instant incremental response at every level; more people in, more people convert, more people attend and buy, more people come back for a 2nd sale

copy is king, every new medium attracts enough attention you can throw anything up there and get money; then market becomes crowded, response and results plummet, then you have to get good and bring better copy

copy’s goal:

• grab attention
• convert attention to readership
• engage prospect in my email
• move them to action

been in the game 37 years, $1.5 Billion in total sales in his career, adds $100 million every year, does it for 10% of revenues, spends 3-4 hours every weekend writing an article for total package, all the rest of his time is in the trenches designing strategy, looking at copy, studying results, finding the holes, improving the process; doing that for clients at 10% revenue

PHilips, Agora, Nightingale-Conant, KCI, Rodale Press are big copywriting companies; royalties can be enormous because you’re going up against the best like Bencivenga, Carlton. He got $50 for every 1,000 pieces mailed, 50,000,000 were mailed out so Clayton made $3,000,000 for a month’s work

the big boys are thrilled to write checks to copywriters because they understand it is the most important thing to the success of their campaigns and profits

when things stop working well it’s a good thing, because then only the truly skilled will be making money

writing copy is the hardest thing, it’s like opening a vein and bleeding onto the page

people sending out mediocre stuff will have to get good in order to survive, then they’ll realize the full potential of the product launch formula

stop sticking .22 caliber bullets into the Howitzer cannon we have

Drayton Bird is another big-time copywriting giant, works with Richard Branson of Virgin Atlantic, outrageous guy, has bought a new Rolls-Royce every year since the 1950’s, trained most creative directors at the top agencies in Europe
www.birddroppings.com

CLayton’s launches www.moneyandmarkets.com, sign up for ezine to be a “fly on the wall” of his $10,000,000 plus campaigns

It did sell out and it took him under 14 days to make his million dollar launch.

That’s not as impressive as some other guys who sell out within an hour or 2
of the launch.

But Ryan is a relatively underground guy and to get these results is spectacular.

Wholesale traffic system to dominate google adwords, banner advertising, and google
content network was a rousing success and will definitely get more traffic and website
visitors to the students who took advantage.

There have been bigger and faster launches to $1 million but…

Would you say “no” to $1,000,000 in 14 days from now?

Last week there was a big launch that went down with Ryan Deiss’ WHolesale Traffic System.  This teaches you how to buy traffic to your website for much less than you’d normally pay.

It takes off on the traditional “buy wholesale, sell retail” mentality.

With the 500 spots he had available there were only 82 remaining. He did get lots of the big gurus mailing for him as you’ll remember from the 2 previous posts.

Although, he didn’t sell out in 8 minutes or 8 seconds for $1,000,000 he is on pace to make his million in under 2 weeks.

THat’s pretty good wouldnt you say.

Since I don’t have an affiliate link you can still get in on increase website traffic at

WHolesale Traffic System

Yesterday I neglected to mention that Ed Dale was just ONE of the big marketers with great influence who I saw promoting this to his tribe.

Ed said many good things about the WHolesale Traffic System to increase your website traffic in a cost effective way.

Matt Bacak, Gary Ambrose, Jeff Walker (of product launch formula fame), have all sent out emails to their lists promoting Ryan Deiss’ WHolesale Traffic System. WHenever you get this kind of mass talk about the same thing in a market going at once it has huge positive repercussions.

Even the big time StomperNet guys Brad Fallon and Andy Jenkins mailed the stompernet members about it. This is a big boy launch. The stomper guys even did 2 separate emails that I saw about it. Multiple mailings is hard to get big gurus to do so you know when they do it the product will be awesome.

Just saw at 4:30 pm cst Frank Kern mailed about it. 5:14 pm Mike Filsaime also hit his send button about wholesale traffic system. And at 8:02 pm just got an email from Eben Pagan (whose businesses make him $20 mil+ in sales every year) about how he liked the product.

THis is how big time million dollar product launches are done.

The launch went well it seems. I haven’t gotten any emails about it today which means either:

they are so busy dealing with servers, customer service and tech issues

or

they are working feverishly to fill the final few spots

With all the big names that mailed about it I am certain sales were brisk even in this troublesome receeding economy we find ourselves in.

Business coaching and training will always be in demand, especially in a recession, because business owners need new and exciting ways to generate more sales and revenue.

As of right now the order link was still active. If you haven’t yet gotten it and want to know how to get top ROI then you should go check it out now (remember this is no affiliate link just a direct link):

Wholesale Traffic System

talk to you again soon

Ryan Deiss in Austin TX (same place where I’m at and a huge tech hub) is doing what should be a huge website traffic course launch today.  As I write this it is 11:26am and the sales page opens for you to claim your package in just over 2.5 hours from now at 2 pm central time.

This seems like a very cool package that he put together.  What he did was to do a marathon interview with a Google Adwords expert.  Before you start whining this guy is making his money (his biggest traffic and money) in the post 2006 Google slap world.

He has figured out how to pay 30-70% less for his google website traffic than the other advertisers in his market pay.  How does he do this?

His testing indicated that he had to maximize the quality score and his click price would drop to an average of $.21.  For what he does he never pays more than $.30 per click once he has his campaign optimized because he allows his visitors to pay his ad costs this way.

Break even (or profitable) paid advertising or clicks is very cool!

Apparently this course is going to cover the content and distribution network as well.

I’ve learned from Fran Kern that you can do a google search for the keywords you are targeting, click on the top 10 sites for each of those keywords and see which sites show google ads.

These are the advertisers and you could appear on their sites.  The trick is to look at each of those sites and see which ones have the google ‘ad box’ at the very top of the screen or the top left so that you insure you get clicks and cheap website trafffic.

You do this because most of the time the content network you pay based on CPM.  This means when your ad is shown 1000 times you get charged a certain amount.  Each time that site loads counts as a ’showing’.  So if they bury the ‘ad box’ at the bottom of the page you’ll be paying for many ’showings’ where your ad never gets seen.

That’s just lost money! You might as well as pulled the food out of your kids mouth and thrown it on the floor. Or these days it’d be like syphoning the gasoline out of your own car and spitting it on the ground.

By checking the sites to make sure your ads show at the top of the page before the website visitor has to scroll you insure that your ad gets seen and has a good chance to get clicked on which is your only goal for that ad.

I’m sure Ryan’s system will go into way greater detail than this on how you can optimize and maximize your return on investment.

Their tests even show these content network clicks CONVERT BETTER than the search clicks.

Bet you didn’t know that.

Finally, since his affiliate program is closed and I did not know this beforehand this is no affiliate review or link. I believe this course will be good for your business and so am writing about it.

I repeat, I make no money off this post about “Wholesale Traffic System” I just believe it’s a good product.

You can go to www.wholesaletrafficsystem.com/secret to get your own info and decide for yourself that it’s for you.

I’ll include an update report tomorrow on how the launch went.

With only 500 spots available to be claimed and a discounted $1997 per spot this launch will do $998,500 which is a pretty nice chunk of change.  THat’ll put some gasoline in the Honda!

Until next time…