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Michael: You’re going to show them how
to find the high profit horses, right?
Patricia: Yeah.
Michael: The horses that can make them
$5,000, $10,000, $15,000. You’re going
to prove it by when you’re interviewing
the experts you’re going to say, “Tell
me some stories of you making good money
buying and selling.”
You’re going to have stories after
stories. Maybe after you do 10
interviews you may have 100 stories. You
can combine those. You can edit all
those stories together. The greatest
money making buying and selling horse
stories from the world’s greatest
experts. That can be a promotional audio
that can be one of your CDs that you
send out to promote your high end
packet. Am I giving you some ideas?
Patricia: Oh, dude.
Music
Hi! It’s Michael Senoff with
HardToFindSeminars.com. Get ready.
Here’s a 60 minute consult I did with
Patricia. Patricia had fallen in love
with horses ever since she was a young
girl and has been around horses most of
her life. She had an idea with an
original e-book that was trying to teach
people how to get their stables rented
out easily and for more profit and then
soon began an online website dealing
with issues of training horses and
selling horses.
She contacted me to try and learn some
ways to increase her profits on the
products she was developing and selling.
I go into more detail in this interview
than I’ve ever gone before on how I
operate my online HardToFindSeminars.com
business. You’re going to learn how to
take your idea or your e-book or an
audio information product and turn it
into a $3900 information product. I
think you’re going to find this consult
very detailed and very applicable to any
product idea you have. Enjoy.
Michael: “Michael, my website is called
EquineTeleSeminar.net. I’d like to learn
more about how I can get my subscribers
to sign up for more calls, to actually
participate, call in to them, as well as
to buy more for me.
I have a subscriber base of just less
than 800. They have come in mostly due
to teleseminars I’ve done over the last
year. Most of them stay once they come
in. I use a squeeze page plus shopping
cart format for the teleseminar signup.
I need to make money off my business as
I’m not working due to an injury,
instead of just spending money on
getting subscribers.
I’m always working on better ways, less
cost, more people to get subscribers.
I’ve found it difficult to approach
people and businesses with proposals
although most that I do approach usually
take me up on a deal of some sort.
That is, we put on a teleseminar
together. I feel I’ve overpriced the
products that I have put up for sale,
teleseminar and audio transcripts from
past calls. How do I find the proper
price point without looking like I’m
just settling for second best? I don’t
have high volume traffic and I just
don’t have the resources for paid
traffic. Happy trails, Patricia
Resatello.”
Okay, great questions. Why don’t you
tell me in layman’s terms for people who
don’t know anything about horses and
stuff like this what it is you do.
Patricia: I hold calls, generally like
training topics, horse health topics,
I’ve had a couple on current issue type
topics and I’ve had a couple of actual
paid classes on course related topics.
Michael: Where are you located?
Patricia: I’m actually located in
Northern Minnesota.
Michael: Are you an expert on this
topic?
Patricia: I’ve had horses, let me think,
I’m 37. I told people I got infected by
horses when I was nine, ownership by 12
so that’s what, 25 years. I’ve been
around them for a long time. Horses are
something if you actually want to be an
expert, what you’re actually doing as an
expert is you’re continually learning
more. I mean, you get good in one area
or another area, but the responsibility
of a real horseman is to continually
learn. There’s always more to learn
about health. There’s always more to
learn about training, the care of and so
forth.
Michael: So you love horses. This is
your passion.
Patricia: Absolutely.
Michael: This is what’s led you to try
and create an Internet business, an
online business relating to this
subject.
Patricia: Yes.
Michael: Is there a hungry market for
knowledge about horses and how would you
segment it? Where is the desire for
people to learn? How to train their
horses, how to break their horses or is
it more horse health or is it all of the
above? What have you found over all the
years you’ve been doing this that people
really want to learn and are willing to
hopefully pay to learn?
Patricia: The best market that I have
found, the best topic rather was on
horse selling. The best call I did was
How To Sell Your Horse. I had a bunch of
people from various walks, various
niches come in and we just had a round
table discussion.
Michael: Why do you thing that was? How
much better compared to some of the
other topics?
Patricia: I believe it is important to a
horseman to know how to sell their
horse. Almost everybody is going to end
up selling a horse at some point or
another. You have a horse and you’re not
using it anymore, it’s still a really
good horse so you need to find somebody
who can use it. Maybe you have to get
rid of it because you’ve been injured
and you’re just never going to use it
again. Anybody that owns a horse is
going to end up selling a horse at some
point.
Michael: Right. Or multiple horses,
right?
Patricia: Absolutely. Certainly if
you’re a breeder or a trainer or
something of this nature you need to
know how to sell horses because that is
your business. Breeders have to know how
to sell horses.
Michael: How many experts did you have
on the line on that call?
Patricia: I think we had five or six.
Michael: That’s great. I didn’t listen
to the whole thing. I listened to some
of them. You had some real expertise on
these calls. Did you really offer some
real solutions on that one, on how to
sell horses? Anyone who listens to that
or pays for that transcript can really
accomplish what the title is, how to
sell a horse?
Patricia: They got a lot of good tips.
Michael: What do horses sell for? I have
no clue. I’m sure it’s all across the
board.
Patricia: Completely across the board.
You can find a $500 horse if you’re
willing to settle for something nobody
else wants. You can buy a $500,000 horse
and anywhere in between depending on
what kind of breeding you need, what
kind of training, how much it’s showed,
how well it’s performed.
Michael: So horse trading and buying and
selling is also a business opportunity
for many people in the industry?
Patricia: Yes.
Michael: So it’s really a money making
opportunity. That may be a lot of the
appeal not only for people who have
horses that they want to sell but do you
think that maybe the hidden reason they
wanted to learn is possibly to see if
they could make some money buying and
selling horses?
Patricia: Yes.
Michael: Do you know of people who are
making a lot of money buying and selling
horses?
Patricia: Not right off?
Michael: None? I mean there are, aren’t
there?
Patricia: I’m sure there are. You see
horses that are being sold for $20,000,
$50,000, $100,000 and you know somebody
is making some money somewhere.
Michael: All right, let me ask you this.
What do you sell on your site? How do
you make money with your website?
Patricia: Right now I actually have two
different things that I’m selling. I
have the audios and the transcripts from
the calls.
Michael: How many different calls do you
have for sale now? How many hours?
Patricia: I probably have 15 different
calls that I’ve done in the last year.
Michael: Those are all for sale up on
the site?
Patricia: Yes.
Michael: Do you have them priced all
differently?
Patricia: I have them priced fairly
similar but I felt like I was kind of
arbitrary in picking my price point.
Michael: What’s the result then? How’s
it going? You have 15 different calls.
You sell the audio recording that they
can go listen to online and/or can they
download it as well?
Patricia: I offer downloads and I offer
it on disk shipped.
Michael: Okay, so someone buys it they
get either download or a disk or
download and a disk and the transcripts
or both?
Patricia: At this point it’s kind of
either or.
Michael: Either way they get the
recording. They get the information.
They get the transcript, right?
Patricia: Yes.
Michael: Do you transcribe them
yourself?
Patricia: Oh, God no. I outsource that.
Michael: Okay. So you have 15 different
calls. What do they sell for, ballpark?
What’s the highest one go for?
Patricia: I have the highest one priced
at $47. I haven’t sold any at that price
point.
Michael: Which one is that on?
Patricia: That is the selling one.
Michael: What is the lowest point priced
one?
Patricia: I believe that is about $15. I
tend to sell them mostly right before
and right after the call. You have
people who are obviously very interested
in that. They’re right there. I bundle
it together in the shopping cart so they
can pick it up as they sign up for the
call.
I remind them before the call, I remind
them on the call and I remind them after
the call a couple of times. I did pretty
good on my last call which was a call
about the NAIS which is the National
Animal Identification System which is
being billed as a way to preserve health
being able to track the animals. In
reality it’s just more bureaucracy
because they already have the system in
place.
Michael: All right so you did that call
and how many people were on the line?
Patricia: I had 33 people sign up. I had
18 of the 33 that actually got on the
call. That was a pretty good percentage
for a turnout.
Michael: Okay. So how many audios did
you sell?
Patricia: I sold, I’m going to say six
or seven.
Michael: All right. That’s not bad.
That’s great. That’s a nice percentage.
Patricia: Yes.
Michael: So did you take some kind of a
course that taught you how to do all the
teleseminars?
Patricia: I took a teleclass with Glen
Diesel and then after I got done with
him I went through private coaching with
Ellen Vielet and I’m actually currently
in her MasterMind group still. Now I
want to do more than just build my list.
Michael: Here’s what I see. You’ve got
some stuff to sell. You’ve got the
knowledge and the technology and the
guts to do one of these things, that
I’ve got to give it to you because a lot
of people can’t get over that. So you’re
not afraid of talking to people. You’re
not afraid of asking people to come on
to your teleseminars and be interviewed.
How crowded is this Internet horse niche
market?
Patricia: There are a lot of people
online doing stuff with horses. The
horse market online and offline is
estimated at I think it’s 1.2 billion
which is in the tobacco industry. I’m
always looking around online to see if I
can find more people that are doing
anything similar to me and I keep
finding more people that do teleseminars
on this and teleseminars on that. Maybe
from a certain point of view they’re
competing with me. From another point of
view we’re in similar businesses and we
need to joint venture.
Michael: Well I think you need something
that you can sell for some money. How
much time have you spent on my site?
Patricia: I haven’t spent very much.
Michael: Do you have an idea? You know
that I do a lot of audio interviews?
Patricia: Yes.
Michael: Okay. I think maybe if you
followed a similar format to what I’m
doing and you stay within your niche and
what you do is you provide, and I’m just
throwing out ideas, your 15 hours of
audio can be given away for free. I
would take all those audios and I would
clean them up and really make them
succinct teleseminars and clean them up
and have those available for free and
you become the website that offers the
greatest amount of free content related
to horses on all your different topics.
Patricia: Sure.
Michael: My website is billed as the
greatest online free audio content
website in the world on marketing,
direct mail and advertising. Because
it’s free, what you want to do is you
want to get people listening to you. You
want to start building up a relationship
with people and them knowing you’re
serious and you’re providing a wonderful
service for people who want to learn for
free. That free will go a long way
because sometimes it’s hard to get
people to even spend anytime listening
to. If you can offer real value which
you already have some real valuable
content in your 15 hours of audio.
I would just look at how I do it on my
site. You already have descriptions of
what each one of your teleseminars are
called and you get the descriptions up
there and you have the audio button
where they can listen for free and you
create a higher end product.
I would always pick a business
opportunity, something where you’re
selling the potential for someone who
buys the product to get their investment
back and make money. Rather than sell a
product that shows someone how to care
for their horse or a product that shows
them how to keep their horse healthy.
You can sell something for a lot more
money and have a lot higher response and
a lot more passion for something that’s
going to show someone how to make money
doing something that they enjoy.
Patricia: This actually all started with
my e-book which goes into a method of
how to hold classes for people who are
not especially skilled with horses and
teach them the basics and then how to
follow up with them so that they become
your customer. They buy your horses.
They board their horses at your stable.
Michael: It was an e-book specifically
for people who sell horses?
Patricia: It wasn’t specifically for
selling. It was actually initially
geared more for people who had like
boarding stables for horses.
Michael: That’s fine and there’s nothing
wrong with that. You want something you
can make some money with. You know how
expensive it is. You know how time
consuming it is. You want something you
can sell to make something with so you
can keep doing this online.
Patricia: Yes.
Michael: Just like you said. There’s
people paying $500 for horses and
there’s people paying $500,000 for
horses.
Patricia: Yes.
Michael: So what’s the difference?
Patricia: The breeding, the training.
Michael: Okay, the breeding, the
training. So what’s the difference
between someone buying an e-book, how
much does your e-book sell for?
Patricia: I have it priced retail at $97
and I have sold a couple copies of that.
I’ve also sold a large number of copies
at $47.
Michael: What’s the difference if
someone’s paying $47 for your e-book or
$4700 for your training system or your
seminar that’s going to show someone how
to locate, evaluate, value, buy, market
and sell a horse for profit over and
over and over again? If you could
deliver on that, and I’m sure you could
with the experts you know.
If you don’t know the experts, what if
you interviewed 10 of the biggest horse
brokers in the country and got 10
different audio interviews and got them
to spill all their secrets just like I
do? What if you had 10 audio recordings
from 10 of the three top horse sellers
in the country that reveal everything,
all their secrets. Each one of these
guys are pulling in $500,000 to $10
million a year buying and selling
horses.
Patricia: Yeah.
Michael: You’re going to learn how to do
it too.
Patricia: Ah-ha.
Michael: Now you’ve got something with
some meat. With some real value.
Patricia: Thank you. It was just out of
my grasp. I knew there was something
there.
Michael: Wouldn’t that would be great?
Patricia: This is what I’ve been looking
for. This is awesome.
Michael: What if you get 20 of them?
Boy, the more you talk, the more you
make. They don’t have to be teleseminars.
They can be one on one just like we’re
talking. If you’re interested, I’ll tell
you how to get your master list of all
the questions. You go to Amazon.com,
search “horse selling” or “horse buying
and selling” and find the best
authorities on the subject. You’ll find
all their books. These are people you
can interview because they have books so
they can promote their book. At the same
time you’ll have the entire table of
contents of all the subject that you
need to touch.
Patricia: Yes.
Michael: So there’s your list of
questions of things you need to talk.
You can explain to the top 10 in the
world that you’re a leading Internet
marketer related in the horse industry.
You’re putting together a course on how
to buy and sell horses and you’d like to
invite them to be on your Internet radio
show. You let them know that the
interview may become part of a package
you offer and they benefit because many
of the people who buy your course may
not want to do it themselves but may
want to contact the expert that they
heard in the interview.
Patricia: Yeah.
Michael: So there’s no reason they’d say
no. They’d love to have someone like
you, an expert, talk to them so they can
toot their own horn and talk
passionately about what they’ve been
doing for years because probably no one
else is interested, not even their wife
or their husband.
This is what I experience every day. You
know how to edit. You know how to do the
recording. You know how to set up your
website. Once you have your product and
boy, what kind of value when you get
them to tell about stories on how they
bought this old neglected horse and they
found a great trainer to kind of break
the horse and he just became a champion.
What was the big movie out with the
horses? I forgot the movie. This Toby
McGuire was in it. You know what I’m
saying, that come from behind story.
It’s like finding something at a garage
sale and selling it for millions. Like
finding a horse that had great potential
but everyone thought it was a dog and
you bring it back to life and you end up
selling it for a lot of money.
Patricia: Seabiscuit.
Michael: Seabiscuit. That’s the point.
This is an expertise. You could even
niche it for buying and selling racing
horses because racing horses not only do
you make the money buying and selling
the horse but your racing horse has the
potential of winning you races. That’s
probably really specialized.
Maybe you could start off with just
buying and selling horses for a profit
that can appeal to everybody and then as
you do more and more interviews maybe
you’ll do three or four interviews with
experts who buy and sell racing horses
and you could segment those three
recordings off as a totally additional
product. There are so many things you
can do but you’ve got to get the
interviews on a subject that would
appeal to that money making opportunity,
especially with people within the
billion dollar industry of horses. Go
look on Amazon, see who’s selling
anything on how to buy and sell horses.
Once you get a great product like that
and you have 10 interviews or 15
interviews you’ve got some real value.
You get them all transcribed. You have a
three ring notebook and you have 10 CDs.
You have some of your bonus material
right now where you can use this
material.
You can give all this material out free
and at the end or in the middle or at
the beginning of each one of your
recordings, “Hi. This is Patricia
Resatello and I love horses just like
you do. I’m going to provide you 60
minutes of hard hitting advice on this
subject.” You do an introduction for
each one of your interviews. “Stay tuned
to the end because I’ve just come out
with a ground-breaking product on how to
buy and sell horses and make $100,000 a
year. You’ll hear all the details at the
end.”
At the end of your recording you say,
“Hi, it’s Patricia Resatello. I hope
you’ve enjoyed this teleseminar. If
you’ve ever considered buying or selling
a horse, well I’ve got news for you.
I’ve just come out with a product called
How To Buy and Sell your Horse and Make
$100,000 a Year.” I’m just giving you
examples. You just do an ad at the end
of each one of your recordings, the ones
you give away for free.
Patricia: Sure.
Michael: You have them where they can
download them. You don’t want to just
have them where they’re up on line. You
want to make sure that people can
download that audio recording and put it
on an mp3. Your free content is what’s
going to give you the plug for your
product that you’re selling. If that’s
your main product then that’s what
you’re promoting. That’s the whole
reason you’re giving away free stuff, so
you can plug and promote and lead and
direct your listeners into this great
money making opportunity on buying and
selling horses.
Now you’ve got something you could make
some money with. You could price it at
$500, $600, $700, $1000 or $2000. At 100
customers at $47, wouldn’t you rather
deal with one at $4770? When you’re
dealing with the people who are willing
to pay for higher dollar amounts they’re
usually nicer people and you usually
have less problems and they’re usually
more committed. You could almost give
away 80% of it, 80% of all the secrets.
Let’s say you do these 10 interviews.
You can take portions of the interviews
or you could take one of the interviews
where you feature an expert and offer
that for free to everyone on your list.
Then at the end you lead them into your
course. People don’t have the confidence
that they can do it all themselves. They
want the complete system. They want to
be able to have a consultation
certificate with you if they need help
after they buy your course.
Patricia: Sure.
Michael: You don’t have to know
everything even though you’ve
interviewed the expert. What I do with
some of my courses where I position
other people as an expert, they’ll email
me questions and I won’t know the
answer. I’ll go, “Hold on.” I’ll call
the expert and I’ll ask them the
question and they’ll answer it. We’ll do
a recording of the question and answer
and I’ll email that customer of me the
specific answer that he had direct from
the expert. That goes on to adding more
content like a Q & A section for all
your people looking at buying the
course.
Patricia: Yeah.
Michael: If you look at my Art Hamel. Go
to my website with an S,
HardToFindSeminars.com. I wanted to show
you what I’ve done here because I want
you to model what I’m doing it. I’ve
been doing it for longer than you so I
have more content but it’s all the same.
If you scroll down, you see all these
hyperlinks?
Patricia: Yes.
Michael: These are all links to free
audio recordings on all different
subjects on marketing, advertising,
direct mail, money making. There are
eight different pages of audio
recording. I’ll give you an example.
Click on “Info Product Development”,
that’s the second one down. Sherida, it
says “Discover how to turn what you
already know about your work copy or
personal interest into a million dollar
information product empire.” This is a
recording I did with a lady who had a
little business online and it’s me
trying to identify her passions to tell
her to create her own information
product. Kind of just like what I’m
doing with you.
Now you see it says “free report” at the
end of the description? “Free report”
reveals in detail how you can take your
own ordinary $28 e-book or even a
concept you have and turn it into a
valuable information product you can
sell for up to $3900 or more. Click
here. There’s my little ad in the
description. At the end of the audio
recording I have the commercial as well,
just like I was telling you. Click on
that link.
Patricia: Done. I already did it.
Michael: I’m going to recommend you get
this anyway. It’s a very soft offer. You
don’t pay me anything. It’s $97. Only if
you’re happy do I charge your card. I
have a very easy offer that I would tell
you to model because it works very well.
As long as you deliver value by making
an offer that they can’t refuse where
they don’t have the risk, you’re going
to come out with more sales and more
potential higher end back end sales.
You’re not going to get that higher end
$4900 sale if you don’t get a front end
sale, if you don’t get the customer in
on the front sale. Make it as easy as
possible, just like I’m telling you to
offer your audio recordings for free.
Don’t make them pay for it. There are
people who want to hear it, but they’re
not going to pay for it. Give it to them
free and give that prospect a chance to
believe in you and trust you and look at
you as an expert and to ultimately sell
them on your higher end package.
Patricia: Okay.
Michael: So I would bookmark this page
and when you get some time I want you to
read through this because this will
outline in writing a lot of the things
I’m telling you. It is a wonderful
course. It will show you how to take
what you already know in a little
different way than I’ve explained and
turn it into a higher end information
product.
Patricia: Okay.
Michael: So I’ve given free advice in my
audio and I’ve directed them to a
product that I sell. Now I have a back
end service which will be plainly
evident as you go through that sales
letter. That is two services that I
provide. This $97 product will teach you
how to do it yourself but I have a $3900
product where I do it for you. Where I
interview you and create your whole
product for you. Then I have another
service which is a $2000 service where I
create an audio infomercial, a sales
recording that sells your product.
Patricia: Wow.
Michael: Always think about your back
end. What are you selling ultimately?
Scroll to the top of this page and
you’ll see it says, “Twenty-four
individual profit producing audio
consultation downloads for information
product developers.” Here is 24 hours of
consults that I’ve done with people all
on how to create and develop their
information product. Yours will probably
go here as well. It’s tons of free
content.
Even though someone could go through
these audio recordings and probably
figure out how to do it all themselves
they still trust me because they’ve been
listening to me for 24 hours and they
want my expertise and my personal
involvement and that’s why they’ll buy
the product.
Every minute you can get somebody to
listen to you is a minute that you’re
building trust and building a
relationship and they’re getting to know
you and you’re establishing yourself as
the expert. So you want them to hear
you. You want to get someone to take
time out of their day and just listen to
you. It’s valuable.
Patricia: I find it hard to listen to
audios myself. It takes time.
Michael: Everyone’s in a different
situation. There are people out there
working. They are in their car all the
time. They’re exercising. I have people
who tell me they’ve listened to all 117
hours of my audio.
Patricia: Wow.
Michael: They do. You’ve got to make it
really compelling. You’ve got to give
them great value. You don’t want all
that space and those um’s and ah’s.
That’s how it pays you to clean up your
audio and to make it tight. They don’t
want their time wasted.
Patricia: Right.
Michael: That’s why it’s a great
investment to clean those things up. If
you clean it up, just look at that
little audio recording as a piece of
real estate that pays you an annuity
that as long as it’s on your site and as
long as you start getting traffic to
your site and people are listening, that
one hour audio is going to be the
beginning to selling your $3900 or $4900
product, maybe even more.
Maybe you can even make deals with your
horse brokers, the people you interview.
I’ll show you how to do this later.
Let’s say you do the interview with them
and you do it really compelling. That’s
part of your product you sell. Another
part of the back end will be you get a
finder’s fee. One of your listeners who
listens to your audio recording ends up
buying a horse from them.
Patricia: Yeah.
Michael: So if you bring them a customer
you can ask for a percentage of that
sale. It could be a sale that’s $30,000,
$40,000, $50,000 horse.
Patricia: Yeah.
Michael: So you can have a real nice
back end at $10,000 or $5,000 a pop if
you bring a sale. Now I’m going to show
you a website where I have a deal like
that.
Patricia: Okay.
Michael: Let’s go to home on the right
side. You see that.
Patricia: Yeah, we’re here.
Michael: Okay, you’re at the home page.
Okay so scroll down. Here are some of
your topics again. See the fifth one
down that says, “How to Buy a Business”?
Patricia: Yeah.
Michael: Click on that. Here’s my “How
to Buy Business” course. It’s with an
expert named Arthur Hamel. I met him
years ago on eBay. He was trying to sell
all his old Art Hamel seminars from
1985. He was all over TV. He put 10,000
people through his training seminar on
how to buy a business, wasn’t doing it
anymore and we just got to talking. I
interviewed him several years ago and
since then we’ve been working together
and I’ve got the rights to sell his old
course that he had retired and update
it. I’ve been doing this for years.
We have three recordings below, “Reveal
Little Known Ways to Buy $1 Million
Business in the Next Three to Six Months
Without Any Banks, Credit or Business
Experience”. Now this guy learned how to
buy multi-million dollar businesses with
out going to banks which is the main
challenge. It’s by using investors. All
of these interviews are with Art Hamel
all related to buying and selling a
business.
Patricia: Yeah.
Michael: All for free. There’s about
seven of them on this page. Look at the
first description. You scroll down. It
says, “Everything you always wanted to
know about buying a franchise. Interview
with Art Hamel.” Do you see that?
Patricia: Yeah.
Michael: Okay. So we’re going to give
you a great interview and then look at
the end of the description. It says,
“Now you can test drive Art Hamel’s
legendary business buying system for 30
days for free. See the 30 day free
offer?
Patricia: Yeah.
Michael: Click on that. It just links to
the bottom of the page. We’re still on
the same page. Here’s my sales letter
for the training we sell.
Patricia: Okay.
Michael: It’s an information product. It
started out as 12 audio cassette tapes.
I’ve turned them into CDs and then I’ve
added other content to increase the
value. I’ve added stuff on marketing
consulting. So it sells the course. It’s
$597. They don’t pay anything but the
shipping up front.
This is one of my physical products. The
higher end ones are generally physical.
This has been a great source. It’s a
wonderful information product. I sell a
lot of these. It all starts with giving
away free content. Free valuable
content, great stuff. That’s how you
build the trust and credibility and you
take away all the risk with a great
offer.
Generally, if you’re really providing
real value, even if it was all digital
your refunds should not be any more than
if it was a physical product. It all
depends on the value you’re offering. I
told you I have a back end. So I sell a
$597 course.
You don’t have to work with Art Hamel if
you don’t want to. He’s the guy with all
the investors. Generally people who want
to buy a business if they’re serious the
hard work is going out and finding the
business.
Art is available and still actively
working with people. He’s set up a fund.
He’s got over $100 million from his
investors waiting to be invested in good
businesses. The people who buy the
course, they’re the ones who have to go
out and do the work and find the
businesses that fit the criteria. Art
will work with them for free until they
find and buy a business. He only charges
$150 an hour to work with them.
It’s not in an effort to make money.
It’s really to buy a business. That’s
the main deal. He only deals with
businesses over $1 million, nothing
under. They’re not the small little
donut shop or fast food place.
The back end for me is if one of my
students who order his course end up
working with him and they actually buy a
business, Art can make up to $1 billion
on the deal. Then I get a percentage of
that on a finder’s fee. None of that’s
happened yet, but he’s working with
several people right now. You never
know. It’s just icing on the cake.
That’s one example. I’m going to give
you another example and another expert
that I work with for a product that I
sell for $3900. It’s on marketing
consulting. Go to the very top of the
page. Click on “A”.
Patricia: Okay.
Michael: Scroll down a little to where
you see all the links. Now this isn’t
all my audio recording. It’s just the
featured ones where hopefully I’m
directing people to where I want to
direct them to. If you look through
there, there’s one, fourth down,
“Marketing Consulting”. See that? Click
on that. That takes you to just one of
my featured recordings.
I have mixed in all these recordings on
marketing consulting in my big pile of
interviews which is going to lead them
to my marketing consulting course. I’ve
got my recordings like I showed you on
that other page on information product
development which gives great value but
leads them to my product on information
product development.
I’ve got a recording on joint venture
marketing which gives great value but
leads them to my joint venture course.
I’ve got a whole section of recordings
on copywriting which are interviews with
some of the best copywriters in the
world which leads them into my
copywriting? Do you see what I’m saying?
So you’re giving free content but you’re
directing. Do you see the headline
“Relentless, Nonstop Q&A from one of
America’s Most Respected Marketing
Consultants”?
Patricia: Yes.
Michael: At the end what does it say? It
says, “For more information go to
Consulting Secrets.” Now click on
“consulting secrets”. This is a name
squeeze page right here that gives them
all this free content. I give them all
these downloads which could be like your
transcripts can be the free downloads,
all these free gifts for signing up and
logging in.
What it does is it takes them to the
page where all my recordings on
marketing consulting are. Now I’ve been
playing around with this. I get people
into this secure area. That’s one way to
get to it. I didn’t want to lose people
so I also have a way to get to it. If
you back out of that and go back to that
page “A”.
Patricia: Yes.
Michael: Go back up to the top and go to
page “H”.
Patricia: Okay.
Michael: Page “H” is all recordings on
my marketing consulting opportunity.
It’s all designed to sell them my $3900
marketing consulting program on how to
be a marketing consulting. If you’ll
notice all my products are somewhat
business opportunity related, how to
make money. Scroll down. I’ll show you
something that’s been pretty effective
for me which you could as well do. See
that pink thing? It says “Free 11 hours
of my best marketing consulting audio
interviews on CD shipped to your door”?
Patricia: Yeah.
Michael: So I’ve took my best audio
interviews on this page and I’ve made
CDs and imprinted them real nice, silk
screened and put them in a nice CD case
so it holds 11 hour of my best
recordings, the same exact recordings
that you can download or listen online.
Like I said, so many people are in their
cars and so many people don’t know how
to use mp3 players and so many people
will be distracted listening online.
Having them in their car playing the CD
can be a real benefit.
Patricia: Yes.
Michael: How many do you need to sell to
make your money back on a $4900 product
or a $3900 product? I tell them, “Pay
nothing now.” I’ll bill them later. This
is where they’re saying, “Yes, send me
the CD set.” You get all their name and
information and everything and then it
goes out. It’s a real professional
package.
I tell them that I’m going to bill them
$17 for the shipping and handling. My
cost is about $12 a set. If I cover my
cost, not everyone pays because you’re
billing them. I’m not that aggressive. I
know out of 100 all I need to do is get
one $3900 sale so 100 of those sets may
cost me a couple thousand bucks but even
if I sell just one consulting training
it’s paid for itself.
Patricia: Yeah.
Michael: I have another 99 that are out
there lurking and you never know when
those will pump.
Patricia: Yes.
Michael: So you can afford to do this
marketing when you’re selling a high
priced information product. You can
command something like that as long as
you have enough content that pre-sells
them and as long as an opportunity, I
mean how many horses does someone who’s
really serious and follows the
instructions from your experts, how many
horses do they need to buy and sell to
make their investment back? One, two?
Patricia: It all depends on the horse.
Michael: Yeah it all depends but you’re
going to show them how to find the high
profit horses, right?
Patricia: Yeah.
Michael: The horses that can make them
$5,000, $10,000, $15,000. You’re going
to prove it by when you’re interviewing
the experts you’re going say, “Tell me
some stories of you making good money
buying and selling.” You’re going to
have stories after stories.
Maybe if you do 10 interviews you may
have 100 stories. You can combine those
all. You can edit all those stories
together. “Greatest Money Making Buying
and Selling Horse Stories from the
World’s Greatest Experts.” That can be a
promotional audio that can be one of
your CDs that you send out to promote
your high end package. Am I giving you
some ideas?
Patricia: Oh, dude. I’ve got a lot of
work here.
Michael: You do have some work, but
it’ll be well worth it.
Patricia: Absolutely.
Michael: If you’re making some good
money on something then it’s worth it.
I’m just saying $3900, $4900. There are
seminars that are sold for $10,000,
$20,000. There are franchises sold for
$100,000. I’m not going to tell you what
to sell it for.
The value, if you interview these people
and they’re giving you secrets, the real
powerful things is after you do the
interviews you go out and do it yourself
and document everything. You should be
recording everything. Every time you’re
on the phone, have that recorder on.
Make sure you get their permission.
Those can be potentially used as product
and as promotion.
These are some of the ideas that you
should be doing. You need to start
building a valuable content. If I were
you, keep doing what you’re doing right
now and line up five or 10 interviews on
how to buy and sell horses if that’s the
topic you want to choose. That may be a
nice one. There’s a real opportunity.
There are so many people out there who
love horses. They can turn their passion
or their hobbies into something that
they can maybe make a living with, a
neat sideline business. I think there’d
be a lot of opportunity in that.
Research the market, see what’s out
there. You may find someone already with
a course out there who’s doing nothing
with it or who’s doing it all offline.
You may go and negotiate online rights.
You may be able to position them as an
expert just as I have with that Art
Hamel guy. I’m not the expert, he’s the
expert. I’m selling him.
It’s always nice to position yourself as
not the expert, as the guy who brings
the information. Just like I’ve done
with Art Hamel. Just like I’ve done with
my joint venture course. Just like I’ve
done with my copywriting course and my
consulting course. The only thing I
position myself as an expert is on doing
the audio interviews and creating this
audio information like I showed you how
to turn a $28 book into a $3900
information product.
Patricia: Yes.
Michael: You should get that because
that page I showed you all the audio
recordings on information product
marketing, I’ve taken eight of my best
audio interviews and I’ve taken the best
ones out of there and put them in only
for the buyers of the products. As I do
more and more audio interviews then I
want to keep stuff out there for free
but as you do more and more content the
additional content becomes part of your
product.
Every time I put it in I build the
value. Every time that I build the value
I can up the price. The more you talk
the more you make. Every interview you
do if you structure it right, kind of
like what I’m showing you, is money in
the bank. It’s potential sales. It’s
better than a piece of real estate. As
long as you’re online and up on a
website it’ll pay you over and over and
over again. It’s really amazing.
Patricia: That’s the whole goal of being
online. The whole reason I went online
because I didn’t want to basically
prostitute myself with working at
Wal-Mart which is where I was before I
did this.
Michael: Okay, so you’ve got a great
story. What was the story? You with
Wal-Mart for how long?
Patricia: I worked at Wal-Mart I believe
it was for two years. While I was there
I had an affair because I was so
completely bored and I ended up getting
way to friendly with this one guy. I
injured my back, this is three years ago
now. They’re just now getting around to
getting me physical therapy.
Michael: Okay. Have they paid you
workman’s comp?
Patricia: Some. Nothing, it’s just more
than can just barely get us by.
Michael: So you’re not married right
now?
Patricia: I am married. I am still
married. Woo-hoo.
Michael: Okay, good for you. All right.
Patricia: We worked through it.
Michael: Do you have kids?
Patricia: Yes.
Michael: How many kids do you have?
Patricia: We have two.
Michael: How old are they?
Patricia: My oldest is four years old in
two weeks and the youngest is two and a
half.
Michael: Okay. I have a six and a half
and a three and a half. Two boys?
Patricia: Yes.
Michael: All right, me too. Keep going.
I know exactly where you’re at. I’m
about a year and a half ahead of you,
maybe two years ahead of you. You know
we fight for our time, don’t we?
Patricia: Absolutely.
Michael: Everything I’m doing here that
you see is because of the kids. I want
to be home for them and I am. I put the
kid down for a nap three days a week.
I’m taking them to school, picking them
up from school. My wife still works
three days a week. Everything you see
here is the main reason, so I can be
home with those kids and I can leverage
my time.
You see, it’s an incredibly powerful
medium. You’ve got to have something you
can sell and make some money with. You
can do this, there’s no doubt. I’d
research the market on buying and
selling horses. I think it sounds
exciting. It’s no different than people
who get into the stock market or real
estate.
There may be more opportunity. Explore
the opportunity. There’s so much
opportunity out there. If you’ve been
involved with horses and stuff and you
like that I’d stick around that. All
right, when you were with Wal-Mart, were
you doing any of this online?
Patricia: No.
Michael: Is your husband working right
now?
Patricia: No he’s not actually.
Michael: He’s not working right now?
Patricia: No.
Michael: Are you able to pay the rent
and everything?
Patricia: My mother has been helping us
out.
Michael: Are you in your own house?
Okay. So you’ve got some help with mom.
I’ll tell you if you do this Patricia
you’ll have a wonderful story. That
story, even though these last three
years have been hard, that’s a
compelling story. I’m sure you can do
this. You’ve just got to do it. You’re
already doing it. You’ve just got to
change your strategy a little bit.
Patricia: Yes.
Michael: That story will be so powerful.
Once you’re there and you’re making
$5,000 a month and you’re selling two or
three of these a month or $6,000 or
$100,000 a year then your prospects will
relate to that and relate to you. You
were working with Wal-Mart. You hurt
your back. You hit a hard time. Your
husband wasn’t working. You had two
young kids. This is the success story
people love to hear about.
Once you make it with your information
product and once you get this all setup
and you’re having some success then you
can be an Internet star. You could have
people interview you about your story
and what you do and your opportunity.
First of all, I love helping people.
This has been a very valuable talk for
you.
Patricia: Extremely.
Michael: I hope you’ll follow through
and do this and be a great success
story.
Patricia: Yes.
Michael: Okay?
Patricia: Definitely. Thank you.
This is Michael with Michael Senoff’s
www.HardToFindSeminars.com and
another bonus tip. How would you like to
turn your $28 book or e-book or even a
concept in your head into a $3900
information product? I’ll provide you
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This system includes a whole range of
tricks and tips to help you pack your
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My information product creation system
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worth from $97 to $497 that’s designed
to sell like hotcakes. This is a 30 day
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If you’d like information on this,
please email me at Contact by Email.
In the subject line write in all caps
“$28 BOOK” and I’ll email you
information on how to turn your $28 book
or even a concept in your mind into a
$3900 information product.
Hi! This is Michael Senoff with Michael
Senoff’s HardToFindSeminars.com. Here is
another bonus tip and a valuable service
that I offer to select clients. If you
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can be selling your own high price audio
program in as little as seven days. This
is the easiest way on earth to create a
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your own information product.
I call you on an ordinary telephone and
interview you live on a series of
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the finished mp3 or wav files and audio
transcript. I only have time to give
this deluxe personalized service to a
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If you’re interested in developing and
creating your own valuable information
product that you can have complete in as
short as seven days and be selling for
as high as $300, $500, even $3900 please
contact me at
Contact by Email . In
the subject line of your email please
write “INFO PRODUCT INFORMATION” in all
capitals. Make sure you I have your name
and a way to contact you by phone and we
can talk about your specific ideas. Or
you may call me at 858-274-7851.
Hi! It’s Michael Senoff here with
another bonus tip from Michael Senoff’s
HardToFindSeminars.com . It’s called an
audio infomercial. Your audio
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Imagine catching yourself at concert
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What makes it special? Imagine taking a
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If you’re interested in this unique
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Contact by Email . In
the subject line of your email in all
capitals write “AUDIO INFOMERCIAL” and I
will get back with you with more
information.
That’s the end of this consult with
Patricia. If you have any questions
please contact me at 858-274-7851 or
email me at
Contact by Email .
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