Blog For Marketing By Michael Senoff

Shane has an interesting niche. As a church marketer, he plans to sell information products to pastors and ministers that will teach them how to grow their congregations. So he’s come to me for advice on putting together some niche-specific audio products.

First off, I let Shane know that he doesn’t have to be the expert. In fact, it’s much easier and profitable if he leverages off the credibility of others. Secondly, I tell him how he can take his specific idea and expand on it just a little so that he can broaden his marketplace to include all religions.

Key Concepts From The Audio:
√  How to leverage off the credibility of others
√  How Shane can easily research highly successful churches in his area to find out the secret to their successes
√  How to bump the value of your products up with more audios
√  Suggestions on how to make even more money on backend stuff
√  Ideas for live, online seminars that will increase the value of your products without any huge hassles or expenses to you
√  Quick and easy ideas that will help you structure your whole information product in minutes
√  The best ways to promote your products once they’re done
√  And much more…

Over the course of this half-an-hour audio, Shane and I bounce around a lot of great ideas that can be applied to any business. But the main point I tell him is that he doesn’t have to be the expert. If he can provide answers to the problems that keep his target customers up at night, he’ll do just fine. And I tell him exactly how to do that in this consultation. Enjoy.

The key to a good interview is in uncovering the important details, and the more specific those details are, the better. So in this 35-minute audio you’ll hear my interview with Ray. Ray is an air conditioning contractor who’s interested in finding out how audio infomercials can help him grow his business.

At first, Ray only gives me general answers to my questions. So I stop him, back up his story and dig for specifics. The more interviews you do the more you’ll be able to recognize how and when to expand on topics, and this audio is a good demonstration of that technique.  

Digging for details not only makes for a more interesting interview, but it can also help you get to the meat of a story so you can easily create a winning campaign for that client later on.

What You’ll Get From The Interview:
√  A demonstration of how to get the person you’re interviewing to open up and be more specific
√  How to uncover the step-by-step system your client has to offer
√  How I get Ray to truly understand and outline the reasons customers are going with him instead of his big-name competition
√  An example of how to help clients create a consumer’s guide that will educate the public on the value of their services
√  How to take your client out of the marketing equation – while still getting them more customers
√  And much more…

This audio is a great example of the interviewing process. You’ll hear me pry out the entire framework for a future marketing campaign with Ray.

But the bonus of this interview is that Ray is an air conditioning genius. So while you’re learning about digging out the details in an interview, you’ll also be learning a lot about running your air conditioner more efficiently and bringing down your electric bills. Ray also talks about how to make sure you don’t get taken advantage of when your AC unit breaks down. (It could just be dirty.) So sit back and listen to how to get the specifics out of any interview, and also learn a little more about your air conditioner in the process. Enjoy.

Christian is an Audio Marketing Secrets student who pretty much wants to do what I do – interview gurus and put the audios on his site. So he’s come to me to talk strategy. Christian plans to package the interviews and sell them as a product, but he thinks he’s going to have to give away the rights to the products in order to get interviews with the big names.

So in this audio, I tell Christian how I get the big gurus to spill their secrets without ever giving away the rights to the interview. I also tell him how I land, research, conduct and make the most of my audios.

You’ll Also Hear…
√  What to say to big wigs to get them to grant you an interview – you won’t want to give away the rights to the interview if you don’t have to, but you will need to make sure it’s worth their time
√  Where to find the best questions for your interview – sometimes what seems like the hardest research will turn out to be the easiest
√  What to say if the person you’re interviewing is short on time and you don’t get through all of your questions
√  More strategies for landing interviews – email, snail mail, postcards or the phone – what has worked best for me
√  What parts of audio production you’ll want to outsource and what you can expect to pay for those services
√  And much more!

Getting a site up and running is an investment, but if you do it right, it’ll pay off. Christian has a lot of great ideas – he just needs a little attitude. If you go into every interview knowing you’re the one doing people the favor by allowing them to promote themselves through your audios, you’ll have no problems putting together great interviews. And over the next half an hour, you’ll hear exactly how to do that. Enjoy.