How To Talk Yourself Rich Publishing Digital Audio

Transcription

HMA
HIDDEN MARKETING ASSETS
University
INTERVIEW SERIES
How To Talk Yourself Rich
Publishing Digital Audio Interviews
Jim Peake Interviews Michael Senoff
Dear Student,
I’m Michael Senoff, founder and CEO of HardToFindSeminars.com.
For the last five years, I’ve interviewed the world’s best business and marketing minds.
And along the way, I’ve created a successful home-based publishing business all from
my two-car garage.
When my first child was born, he was very sick, and it was then that I knew I had to have
a business that I could operate from home.
Now, my challenge is to build the world’s largest free resource for online, downloadable
audio business interviews.
I knew that I needed a site that contained strategies, solutions, and inside information to
help you operate more efficiently
I’ve learned a lot in the last five years, and today I’m going to show you the skills that
you need to survive.
It is my mission, to assist those that are very busy with their careers
And to really make my site different from every other audio content site on the web,
I have decided to give you access to this information in a downloadable format.
Now, let’s get going.
Michael Senoff
Founder & CEO: www.hardtofindseminars.com
Copyright Notices
Copyright © MMVII - © MMVIII by JS&M Sales & Marketing Inc
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mechanical or electronic, including photocopying and recording, or by any information storage
and retrieval system, without permission in writing from the Publisher. Requests for permission or
further information should be addressed to the Publishers.
Published by:
Michael Senoff
JS&M Sales & Marketing Inc.
4735 Claremont Sq. #361
San Diego, CA 92117
858-234-7851 Office
858-274-2579 Fax
[email protected]
http://www.hardtofindseminars.com
Legal Notices: While all attempts have been made to verify information provided in this publication, neither the Author nor the Publisher assumes any responsibility for errors, omissions, or
contrary interpretation of the subject matter herein.
This publication is not intended for use as a source of legal or accounting advice. The Publisher
wants to stress that the information contained herein may be subject to varying state and/or local
laws or regulations. All users are advised to retain competent counsel to determine what state
and/or local laws or regulations may apply to the user’s particular situation or application of this
information.
The purchaser or reader of this publication assumes complete and total responsibility for the use of
these materials and information. The Author and Publisher assume no responsibility or liability
whatsoever on the behalf of any purchaser or reader of these materials, or the application or nonapplication of the information contained herein. We do not guarantee any results you may or may
not experience as a result of following the recommendations or suggestions contained herein.
You must test everything for yourself.
Any perceived slights of specific people or organizations is unintentional.
For more interviews on marketing consulting go to http://www.hardtofindseminars.com
© MMVII JS&M Sales & Marketing, Inc. San Diego California -Tel. 858-274-7851
A Detailed Look Into The Marketing Mind
Of Michael Senoff and
Hardtofindseminars.com
So why is this interview first. Am I some sort of egotistical, attentionseeking nerd? Do I love to just hear myself talk? Am I in love with the
sound of my own voice? The answer is YES to all of the above. But I
am also in love with you. You, the person who seeks a better life. You,
who are willing to work and willing to sweat. I want to push you into
doing more, being more, dreaming more and taking more action than
ever before. I am in love with filling your mind with the promise and
possibility of a better life. In this interview, I hope to accomplish all of
the above. It is a rare interview because I rarely grant interviews. I
was being interviewed by Jim Peak from a marketing website. Jim
interviews experts on marketing, advertising, and personal
development. Similar to me, Jim offers his audio interviews for free. In
November of 2006, Jim asked me to do an interview for his web site
visitors. At first I said no. But Jim was persistent and finally won me
over to his way of thinking. He was giving back to the world in an
unselfish way through his work. Jim and I came to an agreement that I
would grant him an interview. I agreed to prepare for and deliver my
best live interview on the true inner workings of how I run and market
my online web business, hardtofindseminars.com. I agreed to reveal
and talk about anything Jim wanted to know. I agreed to hold nothing
back. I agreed I would deliver content that I could charge thousands of
dollars for. Some of this content you will not find anywhere on my site.
Learn what is waiting for you at hardtofindseminars.com. Learn the
secrets that make my audio marketing business, product development,
interviewing secrets and much more really work. This interview is
three hours long and is in three parts. What are you waiting for? Press
the green play button or download the mp3 below. I'll have the
transcripts ready for you to read in about a week. Enjoy!
FREE REPORT reveals in detail how you can take your own ordinary
$28 book, e-book or even an idea you have in your mind and turn it
into a valuable information product you can sell for $97 up to $3,900
or more. click here
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Here's a quick and easy way you can get into the marketing consulting business. Work part time from
home. Help businesses make more money. Listen to hours of free interviews, case studies and how to
consultant training at http://www.hardtofindseminars.com/AudioclipsH.htm
Michael:
Hi, it’s Michael Senoff with Michael Senoff’s
www.hardtofindseminars.com. I’m proud to introduce to you one of my
most complete live audio interviews that I’ve ever done. Now, it is edited,
but for some time I’ve been meaning to do a complete update of what I’ve
been up to for the last several years and finally I’ve done it. I’ve done it
with a gentleman named Jim Peake. Jim Peake is one of the founders of a
wonderful website called about success.. He’s been interviewing experts
on marketing, copywriting, advertising, business growth, self-help, and
I’m really excited to see what he’s going to be doing in the near future. He
invited me to be on as a guest and I told him that I wanted to give my most
complete interview yet. So, what you have is a three part interview of Jim
Peake from www.mysuccessgateway.com interviewing me on all aspects
of my marketing.
Here are some of the things you’re going to be learning on the call. You’ll
hear a brief introduction. You’ll hear about current research and statistics
on how we waste our time. I’m going to review some secrets about the
stats and the website traffic to www.hardtofindseminars.com. You’re
going to hear descriptions of my best seven audio interviews with experts
over 70 years old. You’re going to hear about 13 other valuable resources
that you can find on my site. You’ll hear a list of other interesting audio
interviews that can be found on my site. You’ll learn cost effective tools
that can increase your sales and automate your sales process using audio
interviews. I also discuss how audio interviews in detail can help your
business make more money even if you’re not a sales expert. You’ll learn
how to record and make audio interviews and publish them online to the
Web. We’ll talk about audio editing and some of the secrets I use in my
editing process. I’m also going to reveal 17 marketing methods that I use
to market my website www.hardtofindseminars.com and get great
distribution for my audio recordings. We’ll also talk about my magical
time saving tips that I’m personally using every day to save tons of time.
You can use these same tips that I describe in this interview. We’ll go
through some closing comments and then I have a special offer for anyone
who listens to the interview, the same offer I made to Jim’s subscribers
that I think you’re really going to enjoy.
So, get ready. Three-part interview. Runs right around three hours and I
hope you enjoy.
Jim:
Hi, this is Jim Peake with www.mysuccessgateway.com and today, I’ve
got another fantastic interview with Michael Senoff of
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www.hardtofindseminars.com. Michael’s been in the business creating
audios online for the last several years and his site provides a wealth of
information that really I don’t think you can find anywhere else on the
Internet today. And most of the work that’s in there is primarily sales
marketing information for folks that are entrepreneurs and building their
businesses. So, Michael, I’ve got you online.
Michael:
I’m here, Jim. Thanks for having me. I really appreciate the opportunity.
Jim:
Hey, you’re one of my mentors and you don’t know it yet, but when I
found your site, it was probably one of the most exciting days of my days
on the Internet because there’s just so much great information in there that
I was amazed that you were just giving it all away.
Michael:
I do hear that a lot. That’s one of the most common remarks I get from
people is I must be an idiot or crazy for giving all this stuff away for free.
They want to know what my angle is and maybe we can talk a little bit
about that today.
Jim:
That definitely we want to get into that. So, the purpose of your site is for
anybody that wants to increase the sales of their business. Can you share
with us a little bit about what the purpose is?
Michael:
Sure. I want to keep in mind that a lot of your listeners maybe very new to
Internet marketing. You may have some listeners who are very
experienced. So, the purpose of today’s call is I’m going to share as much
information I can in the time we have available. But I also want you to
keep in mind my selfish, ultimately goal. This is all consistent with what
I’ve been doing at www.hardtofindseminars.com, but I want to give you
so much value that you absolutely will not be able to resist going over to
my site www.hardtofindseminars.com.
Now, why would I want to get you over there? I want to get you over to
www.hardtofindseminars.com because I want to get you addicted to my
audio recordings and if you become addicted, I have a chance on selling
you on me and selling you my trustworthiness and selling you my ideas
and selling you my products. And if I’ve done my job right, you will come
out as a customer of mine.
Now, we’re going to talk a lot about audio and I know there are a lot of
other great audio recordings out there on the Internet, but I’m going to just
share some of the tips that I’ve learned over the years doing audio
recordings and audio interviews. And I also want to say that the most
valuable resource we all have is our time. I also want you to know that I’m
very aware of the people coming to your site, Jim,
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www.mysuccessgateway.com. The people are there looking for solutions
and one thing we all don’t have enough of is time. And the ideas I’m
going to share to your listeners today are to show them how to leverage
their time. So, hopefully, I’ll be able to accomplish this in the time we
have.
Jim: Excellent. So, Michael, you talk about saving time and your site is all about
saving time. Can you share with us a little bit about what you mean by that?
Michael:
I did a little research on time management. I came up with some pretty
interesting statistics and stats and I just want to read a couple. I don’t want
to bore anyone, but they were really eye opening to me and I’ll read a
couple of them just because this all does have to do with saving time. A
study last fall by Basics, a New York research firm, found that office
distractions ate up almost 2.1 hours a day for the average workers. On a
typical day officer workers are interrupted about seven times an hour,
which adds up to 56 interruptions a days, 80% of which are considered
trivial. And as I read these statistics, this just reminds me of my own life. I
mean don’t you know in your own life there’s always something that
comes up. Could you relate to that?
Jim:
Oh, totally. I mean there’s always another phone call, there’s another
email, there’s always something coming up.
Michael:
There’s always something that’s going to try and get you off track. I mean
you’ve got 365 days a year, but if you really break it down and look at all
the days you have to be productive, to work, to make money, and you take
into consideration all the time you need to spend with your family and
doing other things, really your time is very limited to what you have to do.
Jim:
So, what does all this have to do with audio?
Michael:
Well, because of these interruptions in my life, audio allows you to
massively leverage your time. Audio allows you to can it and clone it. It
allows you to deliver a sales message without you having to be there,
taking you out of the picture. Using recorded audio and audio interviews
and delivery over the Internet allows you to duplicate yourself. Right now,
I could go and look at my stats on my control panel and I may have 50
people listening to some recording on my site from all over the world. But
right now, you have me live on the phone. So, I’m 50 Michael Senoff’s
right now pitching, selling, teaching, educating. So, I’ve duplicated my
time 50 times at this very moment. Does that make sense?
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Jim:
Yes, that makes a lot sense. It’s almost like broadcasting it to a stadium.
So, Michael, can you share some information about your site and the
content that’s in it?
Michael:
Sure, absolutely. My main website with all my audio recordings is called
www.hardtofindseminars.com. Now, I have about 150 hours of free audio
content on my site. There’s another additional 50 to 70 hours of audio that
is not free, but it’s up on my site, which is used for products that people
purchase. So, this is audio that’s being delivered to people who purchase
information products that I have for sale. The site was first published in
January of 2002. Now, back then I was just a guy selling pre-owned Jay
Abraham seminars on Ebay. That’s how I got started in all this. This was
when Ebay stock was going through the roof and they were getting tons of
media and I’d learned about the auction atmosphere and I loved it. It was
something I wanted to do. I was also living in Pacific Beach in San Diego,
California and I was one of the very first people in the country to have
high-speed cable access with Time Warner Road Runner. So, even back in
2002, I had high-speed access and if you remember going online with the
28.8 modems, you can imagine how painfully slow it was. But they were
testing cable in Pacific Beach where I was living and they were testing it
in New York City. So, I’ve been very fortunate to have that edge and highspeed access to the Internet. But I always wanted to sell something on
Ebay and without going into too much detail, I was selling pre-owned Jay
Abraham marketing seminars up on Ebay and I had a great success of it.
But originally the site was nothing but a one-page sales letter explaining
that I bought pre-owned Jay Abraham seminars. People would pay
$20,000, $15,000 to go to these seminars and I would sell them for 10 to
20-cents on the dollar. So, I was offering a lot of value. And even though I
was having success on Ebay, you had competition there so I had to kind of
get away from Ebay and create an identity outside of Ebay so I didn’t have
to compete with the other people who were into the marketplace.
But I call this site the $5 billion dollar site. Why do I do this? If you were
to add up all the combined sales from all the experts and people I have
interviewed on this site, it would come to about $5 billion dollars. Now,
that’s with a “b” not an “m.” And I also did another calculation. The
interviews that I’ve done with the experts on my site, some of them
charges thousands of dollar an hour and if we added up all the consultation
fees that these people would have charged you to listen to this advice, you
would have paid probably over $50,000 in fees. And this is very similar to
what you’re doing at your site, www.mysuccessgateway.com. The value
you’re bringing with your recordings is incredible and I’m enjoying
listening to them and I’m going to continue enjoy listening to your
recordings because we can never have too much free, good audio content
out there.
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You can get over 150 hours of free audio interviews similar to this at
www.hardtofindseminars.com.
Now, on my site I’ve done something really unique that I’ve never seen
done before. The visitors who come to my site get to learn four different
ways. When you come to www.hardtofindseminars.com and you see a
description of an audio recording that looks interesting to you, you can
absorb it four different ways. You can press a little green button, which is
a Flash audio player. Flash is a way of delivering audio content where it’s
streams over the Internet so you don’t have to wait for things to download.
So, by the time you click the little play button, you’ll start hearing that
audio interview while being online. Now, also a lot of people don’t like to
sit there and be tied to the computer so I offer PDF transcripts. Some
people can get through reading faster than they can audio, so you can
download the word-for-word transcripts of each one of the audio
recordings. I also offer the transcripts in an HTML page where you can
click onto a web page and you see all the word-for-word transcripts right
there. Now, this is something a visitor to the site can actually increase
their comprehension of the content because they can listen to the recording
and at the same time read the transcripts of the recording and they can
increase their comprehension by using two senses, their eyes and their
ears. By far the most favorite way the visitors like to access my
information is by downloading an MP3 file. They can download this audio
recording onto their computer and play it later and they don’t have to be
connected to the Internet, or they can download it to their portable iPod or
MP3 player. Now, as far as the transcripts, I have 6,750 pages of typed
transcripts. Virtually all of the audio content on the site has been
transcribed for people who like to read.
I get an average of 550 visitors a day to www.hardtofindseminars.com and
these are unique visitors, different visitors. They come from all over the
world, including Singapore, Germany, Australia, the Netherlands, Canada,
United Kingdom, Japan, France, Mexico, Thailand, Hungry, India, the
Czech Republic, Columbia, Brazil, China, Viet Nam, Taiwan, Kuwait,
South Africa, Italy, Israel, Indonesia, Switzerland, South Korea, Norway,
Sweden, Malaysia, Russia Federation, the Dominican Republic, Spain,
and Slovenia. So, it really amazes me that I have people coming to the site
from all over the world and all these great countries.
I do no paid advertising, so the traffic coming to the site is almost all
generated by word of mouth and referrals. Sometimes people will find it
on some of the search engines, but the traffic stats, which will bore a lot of
people, to just give you an idea, the average hits on my site, that’s when
someone is clicking around to a recording or to a different page on the
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site, the average hits per hour is 648. The average hits on my site per day
is around 15,500, files per access is 8,212, page views can be up to 3,000 a
day, and again, the unique visitors a day is around 550. I have about 18
products that I offer for sale on my site. Twelve of them I either created
totally on my own or have co-ventured with experts to enhance them.
Almost all of my products have a 30-day trial where the visitor who comes
to my site and wants to trial one of my products does not have to pay
anything for a digital product and if it’s a physical product, all they’re
paying is the shipping and they have 30 days to try. If they don’t like it,
they can call me and I won’t charge their card. So, this has been a real
valuable way in increasing sales, as well.
You’ve got a money back guarantee, which the people still have to pony
up the money. They’ve got to hope that the seller is really going to honor
their guarantee. I take it a step further. I want to create as little resistance
as possible for someone to try my product and if I can do that, I’m going
to come out ahead. There’s always going to be some people who are going
to take advantage of you or they’re going to put fake credit cards in there
or they’re cards are going to decline, but it’s worth it to me because even
if a guy has intentionally tried to steal a product by using credit card fraud
and if they actually listen to my product even though they haven’t paid, I
still have a chance to sell them on myself and maybe down the road his
finances will be better and he’ll come back as a customer. So, I’m fighting
anyway I can to get my audio in the head of a potential customer. Does
that make sense?
Jim:
That makes a lot of sense.
Michael:
And you should, too, which I see you’re doing.
Jim:
I’m going to follow your lead, Michael.
Michael:
I know you are.
Jim:
So, share with me a little about some of the folks you’ve interviewed on
the site.
Michael:
Well, there’s so many, but I really like interviewing the older guys and
I’m going to tell you about a few of them who are all over the age of 70. I
mean, obviously, if you’re interviewing someone who has more life
experience, you’re going to be able to gain another 30 years. I mean if I
interviewed someone who is 30 compared to someone who’s 70, the guy
who’s 70 is got twice the life experience and it’s a good leverage of my
time to interview the guys who have lived more than other people because
we can stand on the shoulders of them.
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But some of the most exciting interviews I’ve had, there’s a gentleman
named Glenn W. Turner. He’s 73 now and you can hear a recording of a
speech that Glenn Turner that generated over $500 million in sales. Now,
this was back in the early 60’s. He was called the greatest pitchman that
ever lived. He was born from an unwed Mother. He grew up very poor.
His mother’s prenatal illness of scarlet fever caused Glen to be born with a
cleft pallet and a harelip. He overcame huge adversity and this guy started
a multi-level marketing company called Koscot and later to be called Dare
To Be Great. Over his career in the MLM industry, he had sold over seven
million books and audio taped programs. He’s created over 800
millionaires in business with his Dare To Be Great personal development
products. There was a book about him called Con Man or Saint. Have you
ever heard of that book?
Jim:
I’ve heard of it, but I’m not familiar with it.
Michael:
Have you heard the name Glenn Turner?
Jim:
Yes, I have.
Michael:
Okay. Now, this is really weird, Jim. I remember ten years ago reading
this book Con Man or Saint and I didn’t read that many books ten years
ago, but I did read this one. And it’s just really wild to think that I’ve
actually interviewed that guy ten years later. He is incredible. He’s taught
me a lot and it’s fascinating interview and to hear this audio pitch is pure
proof of the power of audio and the sound of someone’s voice. And you
can find that at my site www.hardtofindseminars.com.
Now, another expert is a gentleman named Barry Bedell. Barry Bedell is
the son of the late Clyde Bedell, and I’ll talk about Clyde in a minute. But
Barry has been responsible himself for over a half a billion dollar of sales
through some of the enterprises that he’s been involved with, so he is a
great ad man and I’ve a two and a half hour audio interview with Barry.
He’s the living son of the great Glyde Bedell. Now, who is Clyde Bedell?
Clyde Bedell was one of the greatest educators on advertising of all time.
He was the author of what many copywriters consider the bible of
copywriting. It’s How to Convert White Space into Advertising. He also
has a book called How to Write Advertising That Sells. Now, this guy was
doing seminars back in the 50’s traveling all over the world, mainly the
U.K. He was doing seminars there with experts in the advertising field.
And I made arrangements with Barry and we had digitally re-mastered one
of Clyde’s most famous lectures back from the 50’s, it’s called The
Advertising Job. And you see a lot of experts out there on copywriting, but
I don’t care who you are today, no one could touch this guy Clyde Bedell.
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And if you go back and find out who everyone studied, Clyde Bedell’s
name will always come up. I find many people who already have his book
of his teachings, but it’s a phenomenal seminar to listen an advertising
expert do a seminar back in the 50’s. It was really interesting and a great
experience.
Jim:
Okay, so two things are coming up for me, one with Glenn Turner in the sense that Glenn
overcame a lot of adversity to become very successful. And the second thing is that Clyde
Bedell, lot of the principles that were used back then to become successful in advertising
are still being used today.
Michael:
Oh absolutely. Human nature does not change. People are people are
people. They’re the same as they were thousands and thousands of years
ago. So, the principles of success and the principles of advertising and the
principles of what makes people buy will never change. That’s why it’s so
great studying copywriting and selling and marketing because once you
study these things, you never have to relearn it. I mean compare that to
studying computer programming where every six months or every year
everything you’ve learned has been a total waste because it’s obsolete. So,
when I’m studying advertising and marketing and I’m interviewing
experts on success, I’m never wasting my time. Everything I’ve learned
can be compounded on anything new that I’ve learned and that’s why I
recommend anyone get into this field and learn the principles of selling,
marketing, advertising, copywriting because, again, we go back to
leverage your time. You never have to relearn it. You can remind yourself
of it and every time you learn something new, it compounds. It’s like
compounding interest. If you have 500 hours of education in your head on
copywriting, marketing, and advertising and you bring in one new
concept, that one concept has a chance to blend with 500 additional hours,
which can give another 500 hours of different concepts. Does that make
sense?
Jim:
That makes a lot of sense.
Michael:
And this is where you get a lot of these breakthroughs. It may be just one
little thing you learned from one of the guys you interviewed or one
person you studied that can be your ticket to success.
Jim:
A big ah… ha… moment.
Michael:
Yes. Now, I’ve got some more experts that I’d like to share with your
listeners. There’s a gentleman I met on Ebay who was selling his old
inventories of his business opportunity course. He name was Arthur
Hamel. Arthur Hamel, I think is now 74. He’s in southern California. Back
in the 80’s, this guy was all over TV. He was traveling around with Joe
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Cossman and with Robert Allen and he was in the seminar business
teaching people how to buy businesses. He was the expert, the guy with
the mustache that was on infomercials all over the country selling his
information on how to buy businesses. Now, I found him selling this old
course on Ebay and I was looking for new products to sell on my website
and he told me about this and I interviewed him and I was able to buy out
his existing inventory of his business buying seminar. But this man now
over the years has been buying multi-million dollars businesses. He’s
bought over 200 businesses in his lifetime, most of them now over $1
million using investor’s money. So, I’ve been fortunate enough to be able
to interview him over the last couple of years. I have about 13 hours of
free audio content with interviews with this business buying expert and
I’ve learned an incredible amount of information from him, as well.
Jim, have you heard of Jay Conrad Levinson?
Jim:
Yes, Guerilla Marketing.
Michael:
Guerilla Marketing. Guerilla Marketing, according to Jay, is the number
one marketing brand in the world. He sold over 16 million of his Guerilla
Marketing books. They’ve been translated into over 39 different languages
and I was able to interview him for an hour and a half. I mean I really
picked his brain and I had questions coming from all my site visitors. So,
that is an incredible education alone that anyone can listen to for free.
Now, here’s an amazing man I met. Now, I don’t have this audio interview
published on my site yet, but this is a man named Harve Brodie. He was
guy who really, according to him, put Jay Abraham on the map. And he’s,
I think 74 now and let me tell you what’s he’s doing now. Have you ever
been to Home Depot and gone into the paint section and seen that little
black pistol grip that fits on the top of a paint can?
Jim:
Yes, I have.
Michael:
Okay. Well, there were a couple of competitors about three or four years
ago, but currently he’s taken over the entire market. He owns the
intellectual rights, the worldwide patents, and the tooling to manufacture
that product and he has sold over 50 million units of that product today.
He also used to be in the publishing business. He’s a man who got Jay
Abraham hooked up with Howard Ruff. Have you ever heard of Howard
Ruff?
Jim:
I have.
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Michael:
Howard Ruff at the time had a newsletter. He was the largest newsletter in
the industry. I think this is back in 80’s and according to him, he hooked
Jay Abraham up with Howard Ruff and that got Jay Abraham his start. But
he has worked with greats like Bud Weckesser of Green Tree Press. He
actually worked for E. Joseph Cossman, the great late mail order mail who
wrote, How To Make A Million Dollars in Mail Order. He was the guy
who was renting names to people like Chase Revell of Entrepreneur
Magazine. He’s a personal friend of Ben Suarez. He was also renting
names to Joe Cargo and knew Joe Cargo. He had seen my site and he
contacted me and I’ve had several hours of conversations with him. And
I’m just like the luckiest guy in the world to be able to brainstorm with
guys like this.
Another incredible man is a man named Eugene Schwartz. This guy was a
world-class direct mail copywriter. His copy was the copy that launched
Boardroom Reports. Have you heard of Boardroom?
Jim:
Absolutely.
Michael:
Okay. His copy has sold hundreds of millions of dollars of product via
direct mail. He wrote the classic book on copywriting called,
Breakthrough Advertising, and that old book, Breakthrough Advertising,
was not published at the time, but it was selling for up $700 on Ebay.
Now, since then, Boardroom has republished it and you can buy it from
Boardroom for about $80. But he had done a famous speech to a group of
copywriters for Agora Publishing and Agora was one of the largest
newsletter publishers in the world. Now, I hired an actor to recreate the
speech and I have that recreation up on my site that anyone can listen to
for free. I’ve had people who listened to this speech on copywriting thank
me up and down because this guy was a master copywriter and he talks
about subjects of marketing and markets and copywriting and demand that
you won’t find anywhere. And anyone considering getting into
copywriting, I would recommend they listen to this guy’s speech four or
five times before they study anything else.
There’s another gentleman named Sam Bowman out of Nashville,
Tennessee. He’s in his 70’s and he was in the marketing consulting
business. And he was a successful marketing consulting and he was an
HMA trained marketing consultant and this is a system for going out there
and getting client as a marketing consultant and I interviewed him for
about an hour and a half in detail. So, you can hear exactly how to go out
and present yourself and to get and acquire a client and to do marketing
consulting for them.
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And then there’s one other guy over 70 I’ve got to talk about and I call
him Uncle Mort. This is an 82-year-old guy. He’s out of New York. His
brother owns the Bitter End in New York. Have you heard of that?
Jim:
I’ve been there many times.
Michael:
Now, this guy was doing door-to-door sales back in the 50’s. His expertise
is in selling dealership and distributorship. He’s one of the first to invent
the mobile pet grooming business. He was the largest seller of a product
called Bendix brakes where he sold distributorships for these brake pads to
auto dealers and gas stations. He had over 5,500 dealerships. He sold
swimming pool dealerships, pool table dealerships, and over his career in
sales, he’s been responsible for over $500 million in sales and this guy is
hilarious. He’s such a character and you can find the link to that recording
up on my site.
Now, these are just the guys over 70 and we don’t have time to go over all
my guys over 70 that I’ve interviewed, but these certainly are some of the
most compelling and interesting and entertaining interviews that I’ve been
fortunate enough to do.
Jim:
Well, I think that’s very valuable information, especially since you’re
sharing that information with us as far as which are the key ones to go to
first because I think that learning the basics in copywriting and in
marketing will certainly help people become successful in selling their
ideas and their products as small businesses and entrepreneurs. I almost
wish I’d listened to something like this when I first got to your website,
the reason being it almost guides me through your website.
Michael, what are some of the other valuable resources that you have on
the site?
Michael:
Thanks for asking. The site is so big, but let me just go over a few of the
other things that you’ll find at my site. One, there’s a testimonial page
with hundreds of testimonials and stories about what these audio
interviews have done for others. Included in this downloadable testimonial
collection are some special offers for my first time customers, so there’s
dollar off offers on almost all of my products. If you go to the testimonial
page, you can download all the stories and case studies and you’ll see
those offers.
Also, if you go to my site and you go the Products page, along the left in
light blue you’ll see a link that says “Michael Recommends.” What you’ll
find there are links to all the information and all the tools that I use to
personally my website. So, you’ll see who I use to accept credit card
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payments. You’ll see all my timesaving tools for recording audio. It’s just
a collection of all my personal resources and the companies I recommend
that you want to use to help your Internet business go easily, smoothly,
and without problems.
Jim:
Where’s that link again?
Michael:
If you go to www.hardtofindseminars.com and you go to the Products
page.
Jim:
Got it, right at the top left.
Michael:
And then on the left side in light blue you’ll see “Michael Recommends.”
So, these are just some of my favorite links to tools and resources that I
use currently for my Internet business.
I also have a section on my site with 40 free copywriting interviews. So,
these are interviews I’ve done with copywriting experts including the great
Bob Bly, Brian Keith Voiles, Carl Galletti, Ben Settle, Herschel Gordon
Lewis, Joe Vitale, Eugene Schwartz. You’ll also hear some audio clips
from Gary Halbert and John Carlton from some older seminars that I have
the rights to resell.
There’s also 22 hours of free audio on marketing consulting. I currently
market and sell a product called HMA System, which teaches people how
to become a marketing consultant and I have 22 hours of training. I have
enough training for anyone interested in becoming a marketing consultant
that will train you how to go out and how to present and take a business
through something we call an “opportunity analysis.” Now, you will hear
me actually doing this live. You’ll hear me getting clients in these
recording for real. You’ll me selling clients on my services as a marketing
consultant and you’ll hear it for real. So, when I pitch this product and I
offer it to someone who wants to become a marketing consultant, I not
only pitch it, but I prove that it can be done and I do it personally right up
on my site and you can listen to those recordings there. And that is on a
page, page “H,” as in Harry, of all my audio clips. So, if you go to Audio
Clips at www.hardtofindseminars.com, you’ll see there’s pages “A,” “B,”
“C,” “D,” “E,” “F,” “G,” “H,” “I.” If you click on page “H” that whole
page is nothing but recordings on how to become a marketing consultant.
Also, we talked about Art Hamel, the guy who bought over 200
businesses. I have 15 hours of those exclusive interviews up on my site at
www.hardtofindseminars.com. If you go to the site and you go to the
Products page and scroll down, you’ll see a link called “business buying”
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and you can access 15 hours of those audio interviews I’ve done with this
master business buyer.
Another wonderful resource that I think you’re listeners may enjoy,
there’s 31 hours of free audio downloads and these are some of my best
recordings on how I create and develop information products. These are
information that you can see using audio interviews and audio recordings
that could sell for as much as $299, $599, $3900 or more. And you’ll see a
report there on how to take your $28 book or an idea in your head and turn
it into a $3900 information product. And at the end of our call, we’ll have
a special offer just for your listeners, Jim.
Now, when I started this whole business, as I mentioned before, I
originally started by selling pre-owned Jay Abraham marketing seminars
and I have the unofficial largest collection of pre-owned Jay Abraham
seminars in the world. And if you go to the Products page, you’ll see Jay
Abraham. You click on that and you’ll see all the pre-owned marketing
seminars. These are seminars he sells, his live events, anywhere from
$5000 to $10,000 to $15,000 to $25,000. Some even $35,000. And the
people who go to those seminars, I hunt them down and I make an offer to
buy those audio recordings of the original seminar, the videos, the CDs,
the transcripts, the bonus books; all that material I’m able to negotiate and
buy it and offer it to the people who don’t the $30,000 or $15,000 to go
and be able to offer it to them at 10 to 20-cents on the dollar.
Incidentally, this is exactly where I started. When I was down at the beach
living in a one-bedroom apartment. I kind of sound like Tony Robbins.
Remember he was living in a 400 square foot one-bedroom apartment. But
I was in a one-bedroom apartment down on the beach in San Diego and I
had heard about Jay Abraham and I heard about these $20,000 seminars.
Well, I said I’m not paying $20,000 to go one of his seminars, not because
I wouldn’t pay it because I didn’t have the money. So, I had to come up
with a way, how could I get a hold of one of these seminars. And a little
later we can talk about how that happened if we have time.
One other valuable resource is I have biographies and histories on some of
the best advertising in direct marketing men of all time, including P.T.
Barnum, Clyde Bedell, Leo Burnett, John Caples, Robert Collier, E.
Haldeman-Julius, Claude Hopkins, John E. Kenney, Albert Lasker, David
Ogilvy, Rosser Reeves, Maxwell Sackheim, Victor Schwab, and James
Webb Young and those can all be found on the Products page along the
left side of the site in light blue. You’ll see biographies, links to their
work, and some great information on them, too.
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Jim:
This Jim Peake at www.mysuccessgateway.com interviewing Michael
Senoff with www.hardtofindseminars.com.
So, Michael, it sounds like you’ve definitely got a lot of information up on
the site. What are some of the other audio interviews and other topics that
you might have that you can share with us?
Michael:
There’s going to be something for everyone and I mean you can’t come to
the site and not find something that has some interest, but the topics we
have here at www.hardtofindseminars.com cover advertising, classified
advertising…we talk about barter or the trade industry, something called
Barter Secrets…real estate investing…we talk about foreclosure, business
buying, copywriting interviews as I said with Brian Keith Voiles, Carl
Galletti, Ben Settle, Bob Bly.
There are audio clips from some of the old Bill Myers’ seminars called the
Direct Mail Boot Camp from the 1990s. These include Gary Halpert, John
Carlton. I’ve interviewed Joe Vitale. We’ve got a wonderful recording for
employers on personality profiling. We talk about Internet
marketing…marketing consulting…angel investing. This is a fascinating
field if you have a business looking for angel investors if you need to raise
money and there’s a huge group of angel investors who look for fast
growing companies that they can invest in. There’s recordings on direct
mail…product sourcing and labeling…MLM…sales and selling…how to
make cold calls…how to buy plastic injection molds…time
management…asset protection…how to set up a corporation in Nevada.
We talk about referrals and sales scripting…how to develop a USP…how
to use creative brainstorming to come up with breakthrough ideas…the
excellence of customer service…how to buy rare books…how to seal your
driveway.
We’ve got an interview with the world’s foremost expert on Yellow Page
advertising, Barry Mar. We talk about nurture, which is a system Jim
Cecile, he used to be on the panel of all the Jay Abraham seminars back in
the 90s and he talks about drip marketing. We have an expert named Kim
Ellsworth where he talks about persuasion. We have an expert on how to
buy newspaper advertising. We have how to start a business cleaning
offices…study skills for students who want to enhance their study skill.
We’ve got an expert, Paul Stevens where he gives you tips on how to
increase the effectiveness of your study skills.
A lot of people need to make fast money. They’re in desperate financial
situations, so I’ve got some of the quick cash methods like installing
peepholes in doors…painting address numbers on curbs…how to start a
lawn business…how to clean gutters; and these are free interviews where
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you can get all the information on how to go out there and start making
money within 24 hours doing these simple things. We have advice on
story selling and how to use storytelling as a way to sell. There’s an expert
on how put on tent promotions outside of large mass retailers to sell
products…how to buy trailer homes for profit…how to turn around
businesses…how to make money in the watch repair business.
And then I’ve got a whole new section of interviews with Wal-Mart
millionaires. These are people who have sold to Wal-Mart millions of
dollars worth of products. There’s a few recordings on joint venture
marketing and also printing secrets, how to buy your printing for less. And
these are just a few of the topics that one can learn at
www.hardtofindseminars.com and there’s a whole lot more and we keep
brining out even more interesting topics.
Jim:
That’s such a wide array of information and expertise. I did an interview with Andy
Andrews and he talks about masterminding with other leaders and having a board of
directors. And you are the master of masters as far as that goes.
Michael:
I appreciate it.
Jim:
So, Michael, how do you personally use audio in your business as a cost
effective tool to increase your sales and automate your sales process?
Michael:
Okay, again, I want to remind the listeners and yourself that audio
interviews and audio is the driving force behind this entire website and my
entire Internet business. Audio is magically. The most amazing thing it
allows you to do is to position yourself as an expert. Like let’s take this
interview, for example. You’re interviewing me. You’re just asking the
questions and I’m basically giving you the answers. Now, I may be
perceived as the expert to the list of your visitors to
www.mysuccessfulgateway.com, but just by you interviewing me, it’s
done something magically for you and you probably have already
recognized this with some of the experts you’ve learned. It actually
elevates Jim Peake’s status as an expert even though you’re just a guy
asking the questions.
Jim:
That’s exactly right.
Michael:
Because you are linked to me, my expertise or my image online is a little
bit rubbed off on your because we’re talking. And this is one of the most
magically things that a complete nobody or someone who is totally
unknown can very quickly raise their level of notoriety or publicity by
interviewing experts. And I want you to think about who are some of the
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highest paid and most famous people in the United States, Oprah Winfrey.
What does she do?
Jim:
She talks.
Michael:
She talks and interviews people on her TV show.
Jim:
All day long.
Michael:
Larry King, what does he do?
Jim:
Talks and interviews people.
Michael:
Look at our newscasters, the high esteem and regard they have.
Jim:
Katie Couric.
Michael:
Katie Couric, Ted Coppel. What are some other examples?
Jim:
You’ve got Morley Schafer, you’ve got Mike Wallace.
Michael:
All these guys, they’re just people asking questions interviewing other
people. And just by doing that, look at the level of status they have. I’m
not saying it’s all from the interviews, but that is one of the magically
things that you get by interviewing people.
Jim:
Yeah, and I could also share with you, Michael, that it’s very easy to get
started doing this. Just go out and do it.
Michael:
Oh, absolutely. It’s very simple. Audio allows you to deliver and distribute
your audio message very fast and very inexpensively. I’m delivering
hundreds of hours of audio monthly for a very cheap rate. All you need is
a website to upload them to, and as you know, you can get a website and a
URL very inexpensively. So, it’s a wonderful way combined with the
Internet to deliver your information very inexpensively. Also, audio, you
can use to increase the sales value of any product you have and I’ll give
you a perfect example. Remember I was talking about Art Hamel, the guy
I met on Ebay?
Well, his course was originally done back in 1985 and you would think
that it’s almost 20 years old now and that it wouldn’t really have any value
because it’s old, but it still had a lot of value. I took his course and then I
use audio interviews with him to bring it back alive. So, anyone who’s
interested in taking an old product or something that’s old and increasing
the value, you can do additional interviews around the subject or with the
17
expert who created the old product that’s not doing anything and you can
quickly increase the value.
Now, Jim, as you bring on more experts on www.mysuccessgateway.com,
the more experts and the more interviews you have, would you say the
value of your website is going to increase?
Jim:
Substantially.
Michael:
The more good quality audio content you have on your site, the more
valuable it is, and I have a saying; the more you talk the more you make.
Another great thing about audio is you can use audio to create great copy
for your products and promotions. So, I work with a couple copywriters
and before we create a sales letter we always start with an interview. If
you ask someone to write a letter and you have that blank piece of paper in
front of you, it’s unnatural to just start writing copy. You need somewhere
to start. Good copywriting is really copy editing. It’s taking content and
editing it and formatting and breaking it apart and pulling out the benefits
and pulling out the features and organizing the sales message. Now, it’s a
lot more natural for someone to talk to someone than it is for someone to
sit there and try and write a letter. So, on almost all of my products, we
always start with audio content, audio interviews like the ones we’re doing
now where one can be free flowing, their thoughts are governed, they’re
feeling hot, they’re not worried about what they’re saying and a lot of
great copy comes right out of the mouth of the person you’re interviewing,
especially when they forget they’re being interviewed.
Jim:
That makes a lot of sense because you’re using common language in a
sales letter from the interview.
Michael:
That’s right. You don’t want your sales letters to sound _____. You want
to use the exact words that came out of the person you’re interviewing or
out of the expert you’re interviewing and then you have all that transcribed
and you give those transcripts to your copywriter who’s going to create
your sales piece or your article or whatever. So, it makes life a lot easier
when you start with an interview process and give those transcripts to your
copywriter and give them something to work with. That’s a great time
saving, valuable trick that audio allows you to do.
Here’s another advantage I’ve seen over the years that audio has allowed
me to do. As you do interviews with experts, by the time you finish the
interview you’ve formed a bond with that person you’ve interviewed and
this opens the door for a better chance of doing joint ventures deals. I’ll
give you a perfect example. I did an interview with a guy who controls a
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website called www.fita.org. They’re a website which is like a clearing
house for importers and exporters and they get a huge amount of traffic
and I interviewed the expert who spent the last ten years of his life
creating and developing this website, something he’s extremely proud of
and that he probably doesn’t get to talk to too many people about all his
work that he’s done. So, we did an hour interview and then at the end of
the interview it gave me an opportunity to ask him to do a joint venture.
We’re creating a product called Wal-Mart Secrets: How to Get Your
Product Into Wal-Mart, which we’ll be marketing and selling to
manufacturers around the country. And if I had not done that interview
and just approached him and say hey do you want to do a joint venture.
We’re creating this product on Wal-Mart, would you like to do
something? I guarantee you 99% that he would have said no. But because
I spent time and had a chance to bond with him and asked him all these
important questions about his website and let him talk about himself, we
formed a bond and it opened the door for a joint venture. I won’t work all
the time, but it will work most of the time. After our interview today, I’m
sure you will be more open to doing a joint venture with me and I will be
more open to doing a joint venture with you, correct?
Jim:
That’s absolutely one hundred percent correct. We’ve got a lot of
commonalities in our two businesses, but they are separate and distinct.
Michael:
Another great benefit that I don’t see being done at all on the Internet is
combining audio recordings and audio interview with copy, with sales
letters. All my sales letters just about on my site that sell a product or
service have audio on them and this gives me a better chance of selling
that interested prospect on my product or service. He can read the sales
letter. If he’s too lazy to read, he can listen to an interview about the
subject. So, it just increases my chance of getting the information inside
his head. So, if you have a website or you something over at Click Bank
and you have a sales letter, add an interview at the bottom of the sales
letter and watch your sales increase. Audio allows you to interject stories
that sell. As we’re doing this interview, I’m interjecting all kinds of stories
that hopefully are interesting to some of your listeners and stories are the
ultimate sales tool because I’ve got two young kids and what do we do
every night, we read books. We read stories. Stories are very powerful for
having your listener be in the place of the character and you can do this
with audio. Stories really sell. So, with audio, you have the ability to
simply interject stories in your audio message and to increase your selling
power of that audio recording.
Jim:
Absolutely. The human race has been telling stories ever since the
beginning of time.
19
Michael:
That’s right. And people can relate to stories, they’re open to stories, and
stories have proven to be one of the most effective ways of selling.
In my audio recordings, you also have the chance to advertise and promote
your stuff. As someone goes to my site and they listen to some of my
audio recordings, there’s something I’ve been doing. I have a whole list of
these tips and tricks that I try and educate people about my site. And at the
end of each recording I’ll say, Hi, this is Michael Senoff with
www.hardtofindseminars.com. Here’s another tip for you the listener of
www.hardtofinseminars.com. And it gives me the opportunity to advertise,
to tell someone more about my website, to point out a new product that
I’m coming out with, to give them advice on how to get through the
content faster and better, to show them where all the recordings on
copywriting is. Now, when you download an audio recording, with our
bandwidth increasing and the ability to download faster and faster, how
long does an audio recording need to be? You may have an audio
recording of an interview with someone that maybe an hour, but there’s no
law that says you can’t put 15 minutes at the end of some kind of sales
message or some other message. When someone’s listening and they listen
all the way through to the end of that 60 minutes, you’ve still got their
attention. Don’t just end the recording; offer something else. Put the
beginning of another recording in there. Read one of your sales letters into
the microphone and direct someone to do something, to take action, to
order your free CD, to buy something. Use that time that you have that
captive audience listening to your recording to benefit you in some way.
So, you have the ability to do that, as you would with copy. You would
just add more pages. But with audio and because it’s digital, you can this
advertising, especially if you control the audio recordings, for virtually no
cost.
Now, by transcribing the audio recording, you can have transcripts and I
asked people what is their favorite way of learning and I get answers all
across the board. Some people love watching videos, some people like
audio, but some people don’t like audio and they like to read. But it
doesn’t mean you don’t have a chance to get your message because you
just take the audio recording, you transcribe it into the written word and
you have it as a download or you can print into a booklet, so you still have
a chance of providing that audio interview that did in a transcript form,
which is more user friendly to that person who is a reader.
Jim:
So, what percentage of the people are streaming, downloading an MP3,
and reading?
Michael:
I haven’t figured out the detail exactly, but I do remember being in there
and noticing that I think compared to just people clicking on the green
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button to downloading the MP3, downloading the MP3 is by far the most
popular.
Jim:
And that makes sense because there’s a lot of iPods out there in the world
today.
Michael:
Absolutely. Not only iPods, but cells phones and that is the future. With
these devices and as prices are coming down, iPods, cell phones, PDAs,
everyone will have a device that will allow them to play audio content on
them. Everybody. It’s just a matter of time, at least in the United States.
I’m not talking third world countries. So, you have a built in tool or device
in peoples’ hands ready to deliver your content. You’ve got all the phone
companies spending hundreds of millions of dollar to get these phones
into their hands. I just bought a Chocolate phone, you know, the Chocolate
you’ve seen on TV, the LG Chocolate?
Jim:
Yes.
Michael:
You can download MP3s; you can just play your audio right there. You
can put a whole gig of audio content just like on an iPod, but this is
exciting especially for me with audio because as the younger generation
gets older and older they know how to use this stuff. They know how to go
online and download and this is the future, playing video and audio and
music on their little devices. So, I have a lot of opportunity. My job now
really is to sell them on the idea of listening to my stuff in addition or
compared to music. Do you see?
Jim:
Absolutely.
Michael:
And all the tools are already there. All I need to do is create the content
that appeals to them.
And there’s one other really important magical aspect about audio. I call it
the voyeur aspect. Do you know what a voyeur is, when they’re looking
in. It’s kind of like when you want to look into the room and you have one
of those old time doorknobs and you’re looking through the keyhole.
Well, there’s a voyeuristic aspect of someone listening to an audio
interview and being totally anonymous. So, someone at their home or on
their computer, those people listening that we have no idea who they are
and it’s appealing to listen in on a conversation of two people. It’s
naturally appealing. Do you know what I’m saying?
Jim:
Well, it’s just like they’re sitting down here at the coffee shop with us.
Michael:
Yes.
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Jim:
They’re part of the conversation.
Michael:
But it’s like you and I are in one booth and they’re in the booth kind of
spying on us.
Jim:
Exactly.
Michael:
It’s exciting to spy on someone and to hear what they’re saying, to listen
in on their conversation. It’s like gossip.
Jim:
It is.
Michael:
Look at the National Enquirer. That sells more copy than I think the Bible.
This is Jim Peake at www.mysuccessgateway.com and this is Part 2 of
our interview with Michael Senoff of www.hardtofindseminars.com.
Michael:
I am on the line Jim. How are you doing today?
Jim:
Excellent. I really appreciate your time on the first part of the interview
and there’s a few more things that we’d like to cover. One of the things
that is coming up for me is audio interviews. Obviously, we’re using a lot
of them here at www.mysuccessgateway.com and you’ve been doing it for
a long time on www.hardtofindseminars.com. How can listeners use audio
interviews to make more money even if they’re not sales experts?
Michael:
Well, that’s a great question, Jim. The first thing I would say to listeners is
doing audio and audio interviews probably on onset seems like you have
to be a real techno geek to learn how to do this and is probably a mystery
and it sounds really confusing, but it’s nothing of the sort. It’s actually
very, very simple. And there’s also some hidden benefits in doing audio
and audio interviews and using these to sell whatever product and service
you have. But one benefit of doing audio that really stands out is it is
cheap. It’s extremely inexpensive for the tools that you need to do an
audio interview and record and get it published and get it delivered online.
There’s also another hidden benefit when you’re doing audio interviews
with people that are designed around selling a product and service you
have. I call it recording magic. For instance, you invited me to do an
interview here for your website and I know that there’s going to be a lot of
people listening to it as you start promoting the website and getting more
and more exposure. So, do you think I’m going to come on to your show
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and give my worst effort or a half-heated effort in providing value to your
customers? You’re going to get the best of the best from me, at least I
hope to deliver the best of the best. And this is what I found. When you’re
doing an interview with a subject and they know that that audio recording
may be broadcast and listened to by hundreds of thousands of people, you
better believe they’re going to be on their best behavior. And even though
they’re doing the interview for free, they’re going to give, in most cases,
all they have. So, I call it recording magic. Your subject that you’re
interviewing is going to give you their best and they will, many times,
give you all they know without holding anything back and they’ll do it for
free. So, this is a great technique whether you’re doing research with no
intention of publishing the audio, but because of the positioning your
have, you’re going to be able to get incredible information from them
virtually for free; the same information that they may charge their clients
thousands of dollars per hour for.
There’s another real hidden benefit of doing audio interviews, to use to
sell and market your products or service. And the thing is you’re doing
them a huge favor because you’re educating them in a simple way that is
natural to be educated by and it’s through the spoken word. In the end,
your customer is really the one who’s benefiting you. For example, all of
your audios, Jim, here on www.mysuccessgateway.com, who’s the real
winner of this website? Of course, you’re a winner, but the real winner is
the listener out there. You interviewing these experts on marketing and
advertising and copywriting and advertising testing and by you giving
freely and putting this together and providing audios for your website
members, they’re the real winners. And then your listeners who choose to
do audio interviews and provide this content for their prospects and their
potential prospects, they’re doing them a huge favor and that favor isn’t
lost. They’re going to remember that. They may not buy from you right
away, but they may buy from you or become your client years from now
because of some valuable piece of information that you provided them on
an audio recording. You never know who’s listening to your audio right
now or a year from now or five years from and that always comes back to
you and that comes to that natural law of you get what you give, you sow
what you reap, the right of reciprocation. It’s a nasty little trick, but by you
providing all this great value, it is going to come back to your for sure five
and ten times somewhere down the road when you least expect it. And
that’s another magic benefit of using audio recordings and interview to
promote products and services that you have.
Jim:
I totally agree with that. And just going back to the recording magic point
that the subjects will give their best, one of the things that I’ve noticed,
Michael, is the fact that when people get going on an interview, it’s really
23
hard for me to interject because they just want to give so much
information in such a short period of time.
Michael:
That’s true. And you know as being the interviewers, in many cases like
us, it’s very tempting to get in and to keep within the interview. You want
to be a part of the interview, obviously, because you’re the producer of the
interview and I feel the same way in many cases. You want to control it.
But what I have found is your best bet is just to shut up. Let the guy talk
because after a while he’s not being governed, he’s not thinking about
being recorded. He’s in a groove and he’s rolling and if you just be quiet
and listen to the person you’re interviewing and don’t interject, only when
it’s absolutely necessary, then you’re doing your listeners the biggest
favor because your listeners are really there not to hear you, Jim, and
they’re not there to hear me. Over the years as I’ve done audio interviews
and recording, you’ll notice that I talk less and less. Many times you’ll
barely even hear me in the interview.
Jim:
At the beginning of and at the end of the interview.
Michael:
The beginning, the end, and maybe a short question and then I just shut
up. And so, we’ve got to keep in mind as interviewers what we’re trying to
accomplish and to understand that the people coming to our sites listening
to our audio recordings are really not there to hear us. They’re there to
listen and learn from the expert that we’re interviewing. And I would say
anyone considering doing audio interviews, this can be one of the hardest
things, but it can be one of the greatest assets to your audio interviews to
not interject too much because understanding that your listeners want to
hear the expert, unless you’re being interviewed on a subject where your
positioned as the expert. In this case, like with me.
Jim:
Absolutely. So, can you share with us a few more points that people can
make money on with audio?
Michael:
Well, here’s something really interesting that you would never think
would happen, but as you do these audio interviews with these experts,
you are elevated to their status. So, if you do enough of these, you in some
way become an online celebrity. This is the magic of being the
interviewee and we talked about some of the most famous people. Look,
Ed Bradley from 60 Minutes just died. He was a reporter and they ran
special on him and he was a huge celebrity all because he did great
interviews. He was never really the expert, but he was known for being an
incredible listener and a great interviewer. Larry Kind, Oprah, Dr. Phil,
Barbara Walters; all these great names are all due to being good
interviewers and good listeners. So, that celebrity status is something that
24
will naturally come along with you doing audio interviews and recordings
of experts.
Now, another thing, I call it the luck factor. The more you interview
people and the more you stick with interviewing experts on your subject or
topic, the more doors open for you. And I can give you countless
examples. When you interview someone, like we’re talking today, and as
we’re talking, we’re building somewhat of a relationship and because we
spent this much time on the phone, there’s going to be potential
opportunities for us to do something, whether it’s now or down the road.
Doing an audio interview with an expert gives you a license to invite that
interviewee to some type of other business arrangement or other joint
venture or other business venture. So, it’s a great way to build rapport and
get in the door into the sphere of possibly doing more business just by
simply doing an interview with someone and inviting them to do that and
spend some time on the phone. So, you’ll find that you’ll get additional
business after the initial interview that may be totally unrelated to the
initial interview that you did.
Jim:
Yes, and that’s already happening today. I can’t talk about it right now,
but we’ve got several things in the works.
Michael:
You’re going to see, the more you interview the luckier you get.
Here’s another incredible benefit that’s growing by leaps and bounds. I
saw the news clip right up on your site when I was looking at
www.mysuccessgateway.com and it was a press release on Microsoft
coming out with a cordless iPod.
Jim:
My understanding of it is it’s like an iPod. You can listen to MP3s on it
and what you can do is share those MP3s wirelessly with your friends. So,
we could take this call and I could have this on my Zune and then transfer
it to your Zune.
Michael:
See, this is an exciting time for both you and myself because the
technology out there is moving so fast and we talked a little bit about this,
but iPods and digital recorders and PDAs and cell phones that now can
play audio. So, if you’re a person listening and you’re considering using
audio to sell a product or service, you have to understand that almost the
entire modernized world will have a device that can deliver your audio
message and can deliver it in a way where they are almost one hundred
percent focused on it. It’s like having one of your salesmen right there
with your prospect giving your best sales presentation on why they should
consider hiring you or buying your product or service. The hardware is
already out there where hundreds of millions of dollars are being spent to
25
educate the public on how to use these devices. Once they know how to
use it and you have your audio content, it’s just a matter of publishing that
content and making that person aware that this content is there available
for them to listen to immediately, probably in most cases for free, and
that’s going to provide them some benefit by listening.
Jim:
Absolutely. And really, Michael, it’s all about syndication and getting the
right information into the right people’s hands. So, if the topic on this
particular is audio interviews and one person listens to this interview, they
know somebody else that wants to get more information on audio
interviews, guess what, with a product line a Zune or RSS or Technorati,
they can share that information with other folks that have like interests.
Michael:
That’s right and this kind of fits in some way with that recording magic
that we talked about that your interviewed subjects are going to give their
best because the best audio you have is naturally going to be shared with
others. I’ll give you a perfect example. My dad sends me these emails and
he says take a look at this. You know this stuff that flies around the
Internet? It was a video clip of a magician, kind of like a David Blaine
magician, doing this magic trick and he walks into this aquarium and he
gets some people around him. He does a card trick. He has a girl write her
name on this card and then he flips the card against this aquarium with fish
in it and then there’s one card stuck on the aquarium and they try and
scratch it off, but it’s on the inside of the aquarium. And then they run
around to the other side of the aquarium and then he actually sticks his
hand inside the glass. It goes all the way through and he peels it off the
inside of this aquarium. This is with water and fish in there. And it was
just so amazing. Seeing something like that, you naturally want to share it
with someone else. So, my father-in-law was over here for dinner and I
say Al you’ve got to check this out. And so I showed him. And it was my
son’s birthday over the weekend so we had the whole family over and then
my wife’s brother was over here and my father-in-law said hey Leslie,
you’ve got to check out this trick. So, this is the type of viral stuff you
want with your audios. You see it become viral. People want to share it.
Now, I want to interject something really important. Why do people want
to share that with someone else? Well, I was really the one benefiting by
sharing something really cool that would entertain my father-in-law. And
then he did the same thing with his son. When you do the recording magic
and you interview someone and they give you a great interview and you
take your time and you edit that thing, you make sure it’s presented
extremely well and it is high class and done right, that’s the type of viral
marketing you’ll get with your audio. Now, couple that with the
technology coming along, with the iPod revolution and the PDAs and cell
26
phones and the digital players and the wireless technology, this just plays
hand in hand for natural viral marketing.
Jim:
What are some additional benefits that users and listeners can reap from
audio interviews?
Michael:
Here’s something that you’re going find as you’re getting started doing
these audio interviews and I’m sure you’ve thought about this. The more
audio interviews you do the more packaging options you have. Each one
of your audio interviews can be a standalone product that you can deliver
for free, that you can use to promote your website, that you could sell.
How many interviews have you done already?
Jim:
Two dozen.
Michael:
You’ve done 24 interviews. So, as you know, you can take any one of
those interviews and you can start packaging them. You could start
creating separate products. You can create a 10 CD set of 10 of your
interviews on advertising. You can break them down into subjects on
personal development, on copywriting, on marketing, on business, on
sales, on telephone sales. And even though you have two dozen
interviews, you may be able to create 24 different packages that can
appeal to 24 different markets. Does that make sense?
Jim:
Yes, that makes absolute sense. That’s leverage.
Michael:
That’s leverage. So, you could do one audio interview once, like we’re
doing this two-part interview, but you may be able to create a headline or
an angle to promote the audio to 24 different markets, but you’ve only
done the product one time. We’re talking about a lot of different things
here and as you get this transcribed and you read through the transcript,
you can come up with all kinds of ideas on how to position and market
this one audio. You’ve just got to decide how you want to use it. So,
anyone out there doing audio interviews, as they do more and more
interviews, they have immense packaging options not only for the digital
audio, but the transcripts can be packaged into books. As you transcribe
each one of the audios, those can be individual books or you can create a
series of interviews that could be a book on this topic. So, your packaging
options increase with the more audio content and more audio interviews
you do and those can be sold, as well, to create additional income.
Jim:
And we work out licensing agreements with the subjects that we’re
interviewing?
Michael:
That’s correct.
27
Another thing, we talk about books, audio allows you to break the book
stereotype. If you ask a hundred people out there how much does a book
cost, most people are going to tell you a book costs anywhere from $10 to
$29 because when you go to a book store, that’s what a book cost. Rarely
do you see books in the bookstore, unless they’re the big books that have
beautiful graphic arts, the coffee table type books that you see sell for
more than that. Well, with audio, you’re able to break that book
stereotype. We’ll talk more about this in my product How To Take A $28
Book or Idea and Turn It Into a $3900 Information Product. The magic of
audio allows you to get out of that pricing stereotype. With what I do,
when you’re creating information products, you don’t want to sell books.
Books sell for $10 to $20. You want to sell systems. You want to sell
programs. You want to sell seminars. Those sell for thousands and I advise
anyone in this business, if they’re selling and marketing audio, to sell them
for good margins because that’s why we’re in business, after all, to make a
profit.
Another fear that keeps many people from getting into doing audio
interviews is they feel they have to be the expert and we talked about all
the experts out there, Oprah, Larry King, and all these great interviewers,
and you must understand, you don’t have to be the expert to sell with
audio. You don’t even have to do the actual interview yourself. You can
set up the interview and hire an expert on the subject to do the interview
for you. So, that’s another real benefit and a myth that believe they have to
be the expert in doing these audio interviews, which is absolutely not true.
Jim:
That’s a great point. I like that a lot.
Michael:
A lot of people are insecure with the sound of their voice. They may be
insecure because they have a foreign accent. But they can certainly be the
puppet master. They can set it up and just get it done and make sure that
they retain the rights and get someone to do it better than they could in the
first place.
Another advantage of doing audio is you’re able to dig deeper with an
audio interview compared to writing alone. When you have a two-way
dialog, you’re able to be like a little kid. You can say well why. What can
you tell me about that? Why is that important? Just like a little baby,
they’ll go why, why should I do that, why, why. And if you keep asking
why to your interview subject, you can allow them to go into deeper
reasonings behind some of the benefits of their product or service.
A couple more benefits I want to outline that your listeners may
experience doing audio interviews is doing audio interviews and creating
28
the final product is very fast. If you have the tool and you’re skilled in
doing them yourself or you hire someone who knows how to record an
audio interview and know how to do the editing, you can put out a product
within hours from the time you do the actual audio. Another great benefit
is the huge margins and we talked about selling systems and seminars. By
having audio, you’re really making it convenient for your listener to
absorb that information and we also touched on it with iPods and the
mechanisms out there to deliver your message. One of the best benefits is
the convenience of getting that information into your potential prospect’s
head. Enthusiasm can really be transferred effectively with audio, more so
than you can get in the printed word. There are good copywriters who are
very effective in doing this, but I don’t think they can touch the emotional
impact in the inflection of the human voice. One of the interviews I did, he
had said, you can’t create passion. You can hear the passion in the voice of
the person being interviewed or the interviewee and audio interviews
allow you to transfer that passion to your listener in a way that can’t be
duplicated on paper, in my opinion.
These are just some of the main benefits I’ve experience and that I know
any of your listeners who start using audio and audio interviews to
promote their product or service will find to be true.
Jim:
Absolutely. And it’s like you’re basically opening up your kimono,
Michael, share with us the business model that you’ve set up for yourself
that is providing you with a lot of success.
Michael:
I’m just telling you like it is. If you asked me three or four years ago,
would I think this to be true, I wouldn’t have any idea unless I did them.
So, I’m just showing you the results and what I have found to be true just
by doing audio interviews and recordings for my own business.
Jim:
That’s very much appreciated, I know for our listeners. So, you’ve sold
me and you’ve probably sold a few other listeners on starting their own
audio programs. What’s involved as far as the technical aspects are
concerned? What sort of equipment do we need and that sort of thing?
Michael:
All I can do is share what I’m using currently. Now, there are other
website and other people who sell all kinds of expensive equipment out
there that push the idea that you need the highest quality recording to be
effective in doing this. I disagree with that. I don’t think you need to sound
like a professional radio station delivering this super high content of audio.
Every once in a while I’ll get people who say the quality of your audios
aren’t just that good. Now, four years ago when I started doing audio
interviews, I was using some online software called ModemSpy, which
wasn’t a very high quality audio. But now I just use a simple digital
29
recorder. So, let me tell you what I’ve been using currently and there may
be better tools out there, but this what I’ve been using very inexpensively
and very effectively and anyone can do this for very little money.
So, the first thing you’re going to need is a digital recorder. The particular
digital recorder I use is a Sony ICD-ST25. It’s about twice the size of a
pack of chewing gum and you can pick it up Circuit City for probably $80.
This will record your audio. Now, how do you get the audio onto that
recorder through the telephone? You need to go to Radio Shack or go
online to www.radioshack.com. If you walk in there, tell them you’d like
the unit that allows you to record phone calls both ways and they have
several units. There’s one that has a little suction cup that sticks on the
phone. Maybe someone has seen that. You do not want that, but there’s
another one with a little black box and there’s a wire that will plug directly
into your digital recorder and then there’s a wire that will plug into the
back of your phone and then there’s another wire that will plug directly
into the wall socket. It’s a little confusing to get set up. I know I had a
hard time getting it set up, but once it was done, I never touched and it has
always worked since then. One very important thing is when you’re doing
your audio recordings, you want to be doing it from a corded phone. When
you do an interview, you make sure you tell the person you’re
interviewing you do not want them on a cell phone, you do not want them
on a headset, and you do not want them on a cordless phone. The reason
being is you will get interference and static. The best way is by making
sure the person you’re interviewing has a corded phone, a good old corded
phone that plugs into the wall that has the wiggly cord and they’re holding
the piece right up to their mouth. Now, you may experience some cases
where it’s not possible, so you can test a cell phone and I’ve done
interviews with people on cell phones that have gone good. But you do
want to make sure you’re getting the best connection possible.
Now, preparing for the call. Before we started this call, Jim, I pressed on
my phone here in the United States, I pressed star 70 and I have a call
waiting service where if a call came in, you would naturally hear it beep,
but because I’ve pressed star 70 on my phone, I eliminate calls coming in
so I’m not interrupted by that annoying beep. Now, you want to have in
your digital recorded fresh batteries. The Sony recorder I have takes AAA
batteries. They do have another model that you can plug into an electrical
outlet where you do not have to go through batteries and I would probably
recommend that because I do go through a lot of AAA batteries. So, try
and find the device that doesn’t rely solely on batteries. Another thing I do
when I’m doing the actual recording is I turn my computer speakers off, I
turn the lamp or any kind of electronics off.
Jim:
Cell phones.
30
Michael:
Yes, cell phones. I get the other phone in the other room off and the ringer
off and I don’t want any kind of electrical interference, as well. Sometimes
your digital recorder will do some funny things and maybe out of 10 or 20
recordings, you may get one that has all this interference and you can’t
figure it out and I still haven’t figured it out, but I want to make sure that I
eliminate anything like that so I turn off any kind of electrical components
that may interfere with my Sony recording. So, this is all in preparing for
your call.
Many people ask me, well do I need to get a recording release. That’s like
a legal document that they have to read, fill out, and sign. I have found in
my experience that it always inhibits getting the interview done. When I
get on the phone with them, I just say you understand I am going to be
recording this call. I let them know that I will be using this recording on
my website, www.hardtofindseminars.com. Down the road I may package
this recording and sell it as a product and I need to make sure before we
start doing this interview that I have your permission and that you
understand this. And they’ll say yes. You have your recorder on, so you
get their verbal permission on the phone right before you’re doing the
recording and then over all these years I’ve never done a recording where
its ever been a problem.
Jim:
Got it.
Michael:
How are you handling that, Jim?
Jim:
The same exact way, just by intuition, really.
Michael:
Good. A lot of people ask me well how do you get the content for
preparing for your interviews? There’s several different kind of interview
styles. One of the easiest is called the outline or the table of contents
interview. Let’s say I’m going to be interviewing an expert on how to buy
cars. Well, I’ll go to www.amazon.com and I’ll type in how to buy cars
and I will find probably 10 or 20 books on how to buy cars. And on
Amazon, they allow you to look inside the book. In all cases, they allow
you to look at the table of contents. Now, you may have some best selling
books on how to buy cars that the editors and publishers and the authors
have worked very hard in developing the content of that book. Well, you
have all the subjects right there of things that you can talk to your
interviewee subject about right there in the table of contents of these books
up on www.amazon.com. So, when doing the interview, you want to have
potential subjects to talk about. Now, these have already been organized.
You could take three or four or five different books and compare all their
outlines and take the most common talked about subject and these can
31
become the subjects that you ask your questions about. So, that’s called
the outline interview and you’ll never run out of stuff to talk as long as
you have a table of contents that you can borrow from www.amazon.com
books that are already published. Is that easy or what?
Jim:
That’s too easy.
Michael:
Another great way if you have a customer list or people that you can
survey, this is called the questionnaire interview and these are by far one
of the easiest types of interviews. What I do is if I’m going to be
interviewing an expert, I may send out an email to my list that says on
Tuesday I’ll be doing an interview with Joe Vitale on how to make money
doing hypnotic writing and now is your chance to ask Joe any question
you want on the subject of copywriting, NLP, and hypnotic writing. When
you email me your question, I will mention your name and your website.
And you let them know in the email that this interview will be played
thousands of times to people all over the world and they have a chance of
their website being heard on the audio interview. So, you give them a
reason why they want to send in their best question. And the reason most
people would think would be because they want to learn from Joe Vitale
and that is partly true. But by throwing in an extra incentive, by saying
that you’ll mention their name and their website, they get a chance of
having someone listen to the interview and go to their website. You’ve
basically got to bribe them in providing a question. So, I’ll email this out
to my list and I’ll get tons of questions that come in.
And then I’ll print out all the question or I’ll organize them and then I’ll
send them to my personal assistant and I’ll have her categorize these
questions. And if the interview is going to be an hour, I’ll have her pick
out the best questions, the most provocative questions. I’ll have her
eliminate the doubles because you’ll find many people have the same
questions. And then I’ll have this list of questions in front of me and then
when I’m set up to do the interview with Joe, I say well here’s a question
from Jim Peake from www.mysuccessgateway.com, and Joe he asked,
well, Joe how is it one can start out as a hypnotic copywriting expert and
then I shut up and I let him answer. And then I just go on with here’s a
question from Jane Marrow and you just go through the list. And the hard
part is done, asking him a question that’s going to get him talking about a
subject that someone’s interested in.
And the magic about this form of interview is you are surveying the
market of what they want to learn. Your market is telling you exactly the
information they want to know from this expert and how can you beat that.
This way you don’t have to dream up what your potential prospect wants
to know. You’ve asked him directly. So, you are delivering the exact
32
content that your market has asked you for. And then as they’re answering
these questions, you can interject and dig. Remember I talked about being
a little kid? You can say why is that, how can I benefit from that, and
that’s your job is to be a little kid, be a little pest and dig and make them
go deeper and shut up and just listen. That’s the survey question type
interview.
Jim:
Michael, just to go one step further on that digging, that’s really where
you get a lot of the detailed information and the gold out of the expert.
Michael:
Some of the greatest interviewers, we were just talking about Ed Bradley,
what was it about him that made him such a great interviewer. And it’s the
interviewers who aren’t afraid to ask the hard questions. No one likes a
softball interviewer. You want the guy who’s going to ask the questions
that everyone else is afraid to ask. And that’s one of the characteristics of
being a great interviewer, not letting your fear get in the way of asking the
good stuff, the stuff that you really want to know, which is the same stuff
everyone else wants know but they’re too afraid to admit it. So, you’re
doing a real service by asking the questions that you know everyone wants
to know, but is too afraid to ask.
Jim:
Yes. Absolutely.
Michael:
One additional type of interview is what I call the story interview and this
is just a chronological event type interview. It’s very effective and it just
allows you to ask questions in a timeline. You would start off, Jim, where
were you born, what was your childhood like, what did your mom do,
what did your dad do. And then where did you go to school and how did
that get you into doing this. You just talk about all the previous
experiences they had up to the subject that they’re going to be talking
about. Now, these initial questions, you do not necessarily have to use this
content in the final production of the interview, but it will allow you to
build rapport and what I have found when doing audio interviews, your
best stuff really comes later in the interview. The first part of the interview
is a little uncomfortable maybe, depending on who you’re talking about,
but your interview subject as time goes on, as they get in the groove, as
they’re sharing, as they’re more comfortable, they really start to open up
and that’s where you’re going to find the best stuff. Now, the story type
interview is effective in giving them time to get to that point. You don’t
necessarily, again, have to use this in your final production of the
interview, but it does allow time for them to get warmed up, as I would
say. So, you can just go through a chronological event, their work
experience, how did they get into Internet marketing. If I asked you, how
did you get into Internet marketing, Jim, and how did this whole idea of
www.mysuccessgateway.com start and you just answer the questions
33
chronologically and then we just record that and you still dig deeper like a
kid.
So, those are the three types of interviews that I do most and some of the
easiest ways. There may be other, but these are the ones that I found to be
most effective.
Jim: I’m intuitively using those styles myself without even realizing I’m using those
styles.
This is Jim Peake, by the way, from www.mysuccessgateway.com interviewing
Michael Senoff of www.hardtofindseminars.com.
So, we’ve got the interviews set up, we’re doing the interviews, we’ve got the
technical equipment, we’re all set to go, we’ve recorded many calls. Let’s talk about how
we’re going to edit this in a format that makes the most sense so that the listeners are
getting a quality product out the door.
Michael:
Well, first I want to say I believe a listener can get a quality product with
unedited interview. I used to not edit my recordings and the reason why it’s easy not to
edit them. It’s hard to edit recordings. It takes time. It costs money. It’s very labor
intensive. But in the final end, I believe an edited audio recording you’ll have a finer
product that is more valuable and the most important thing is you doing your listener a
favor by editing the recording. People don’t want to listen to interviews where they hear a
bunch of ums and uhs and they hear jokes and interruptions and phone calls beeping in
and things like that. It’s just in my opinion sloppy work. And there is a time for it and a
place for it, but the interviews I do now, I edit all of them. I may edit an hours worth of
audio, it may take five hours to do the editing. But I believe each one of those audio
recordings is a little money making machine. You would never put up a rough draft of a
sales letter on a website or you would never send a rough draft of a direct mail piece in
the mail would you?
Jim:
Not at all.
Michael:
It’s the same thing with audio. You’ve got to start looking at your audio
interviews and your recordings as digital selling messages; selling messages in audio. A
lot of people ask well what do you edit out? Well, it depends who you’re talking to. Some
of your interview subjects may be you won’t have to do any editing. I find myself editing
out myself when my ego gets in the way and I want to interject and get involved in the
interview and maybe ask questions. When I go through it, I’m usually editing a lot of the
stuff that I say in the interview out. I’ll also edit out any beeps or crackles. In many
speech patterns you’ll find the interview subject may say and or and uh or um; things that
you would edit out in a sales letter, unnecessary words, unnecessary long pauses. There
can be a lot of different things to edit out, but by the time you do the editing, you have a
much better product and your listeners will thank you for it.
34
So, the editing process can take some time and it some skill and some experience,
but I would recommend anyone doing audio interviews to find an editor or to learn how
to do that editing. Now, I’m going to give you the software that I use to do my editing. If
you go to a website called www.goldwave.com, this is the software I’ve been using for
four years. I find it to be the fastest way to edit audio recordings; at least it is for me. I
haven’t tried too many others and I use a 4.y version. It’s an older version. They have
newer versions, but I can’t figure out how to use. I use what I’m used to using and this
works fine for me, and it doesn’t take long to learn the software. So, you’ll find with a
little practice, you’ll become an expert editor, as well.
Jim:
Are you doing the editing yourself or are you outsourcing that?
Michael:
I’m kind of like when you to a dentist and you get your teeth cleaned, you
have a hygienist and the dentist comes at the very end. Right now I have two editors who
I work with who are kind of like the hygienist. I’ll do the audio recording and then I will
send the entire recording to my editors, they go through and clean up the recording, get
out the obvious stuff, the beeps, the crackles, the uhs, the ums, and with some experience
they have even been able to do a little more. They send back the recording to me and then
I’m like the dentist who comes in and checks everything out. But I will also go through
an initial edit process and I will do the final editing. So, I’ll make the important decisions
of what to edit out. I may move something from the front to the back.
Now, there are a couple things. Everyone’s gone to the movies and the reason they go to
the movies, in many cases, is because of the trailer. At the beginning of each one of my
audio recordings, as I do the editing and as I listen to the entire recording, I will listen for
a part of the recording that is emotionally charged. It may be a statement that came 45
minutes into the recording by my interviewee subject where he’s emotional and excited
and I’ll take that sound byte, that clip and I’ll move it to the very beginning of the
recording. It’s kind of like taking a headline for a sales letter and I’ll put that emotionally
charged sound clip at the very beginning of my recording and then I have some music.
Anyone listening to my audio recordings knows my signature music lead in before I start
my audio recording. And I do this because when a listener clicks on that button or they
download and they start listening to that audio recording, it’s kind of like people will
make a snap judgment. They’ll make the decision within the first few second of whether
they want to spend an hour listening to your recording. So, I’ll take a headline and create
excitement from the very beginning because I want them to stick to the recording and
listen all the way through.
Another way to keep your listener listening is by doing them a service and by offering an
introduction of what they’re going to be listening to. Set the stage. Introduce yourself.
Tell them who you are and tell them what this interview is about and outline some of the
benefits that they’re going to hear in the interview. Give them context of what they’re
going to be spending and investing an entire hour of their life listening to and tell them
reasons why they want to listen this. This is really critical in keeping the listenership of
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your audio interviews because you can’t sell if you can’t get them to listen. Now, I also
go back to servicing your listener and doing them a favor and making their life easier.
You don’t want them to go into an interview without them knowing what they can
expect. That’s not going to benefit them, so I always do an audio introduction in my own
voice of what they can expect and learn from the audio interview.
Also, you’re doing something Jim very smart and I’ve started doing this. These audio
interviews are your intellectual property and they are your medium to do advertising. You
want people to get back to your site, www.mysuccessgateway.com. Now, in an hour
interview, I will interject--I already have them prerecorded and when I do the editing--it’s
three little clips. I’ll say this is Michael Senoff with www.hardtofindseminars.com or I’ll
say you’re listening to an exclusive interview from Michael Senoff’s
www.hardtofindseminars.com. I’ll do this ten minutes into the recording and then I’ll do
it 30 minutes into the recording, and at the end I’ll say for more interviews like this go to
www.hardtofindseminars.com. Because after all, what do we want our interviews to do?
We want to provide value and we want them to get back to our website to listen to more
so they can buy something from us. Or in the case of someone listening to this recording
who’s selling consulting services or accounting services or different products, we want
them to contact you. So, tell them what they’re listening to, remind them where they can
go to get more, or how they can contact you.
Jim: And Michael that makes a lot of sense because a lot of times what happens is
when these interviews are posted up on the Net, they’ll get lags and they’ll go on to other
sites, so you want to make sure that those people that listen to these interviews get back
to the origin of the recording.
Michael:
That’s right. Now, I have a lot of different material and subject up on
www.hardtofindseminars.com. At the end of each one of my interviews, you may hear 10
or 20 minutes of I would just call it advertising. I tell them here’s another tip from
Michael Senoff’s www.hardtofindseminars.com. See, if someone listens to my interview
and they’re going for a walk or they’re running or they’re at the gym and let’s say the
interview is 40 minutes, well with high speed bandwidth, I may have an hour and ten
minutes of audio on there. I may want to fit 15 minutes of promotion to educate
somebody about my website that gives them new tips and tricks, that tells them where
they can learn about copywriting recordings. I use that extra time to sell and to educate
the listener on other things that will bring them back to my site again. So, when you burn
a CD, do you know you can put up to 80 minutes on a CD-ROM. Well, you may have an
audio interview that’s only 60, well don’t waste that 20 minutes. Use that 20 extra
minutes to put something else on there; to promote a new product or a new service or
give someone 20 minutes of a 60 minute interview and at the end of the interview say to
listen to the rest of this interview, go to www.mysuccessgateway.com. So, use this
valuable real estate to educate the listener on different things that you have at your
website or different services or products that you’d like to sell them.
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Jim: So, let’s talk about distribution Michael. Now we’ve got the site, now we’ve got
the edited audios up there, how are we going to get that information out to the rest of the
free world?
Michael:
The first and foremost and number one way I would recommend anyone
get traffic back to their site or back to their telephone or back to their office or back to
their mailbox is to produce an excellent product. A product so excellent that people will
naturally tell others about it. But there’s other ways that I’ve been using online to capture
names, addresses, phone number, email addresses, fax information about my site visitors
and one way I’ve been using very effectively is by giving out a free CD-ROM. If you go
to my website, at the home page you’ll see Free CD in yellow and this is a collection of
61 hours of what I feel are my best audio interviews. They’re all in MP3 format and
they’re all one on CD-ROM. But it’s not like a CD you put in your CD player and listen
to. It’s not an audio CD, it’s a data CD. So, you have 61 hours of my best audio
interviews. If you put the CD-ROM in your computer it will open up, you’ll hear an
introduction. Now, I offer to send that CD to anyone in the world for free and I even pay
for the postage and I’ve been doing that for years. So, I’ve been sending out thousands of
free CDs all over the world absolutely free. Well, why did I do this? To get that free CDROM that person who comes to my website has to enter their first and last name, their
email address, their phone number, their fax number. I ask them what kind of business
they’re in. I ask them for their URL. I ask them how many customers they have on their
mailing list. I ask them if they’re open to joint ventures. And I demand that to get their
CD they have to give me one idea about my website that could benefit the website. They
have to give me a suggestion, and they’re not going to hurt my feelings, to tell me a way
to improve my website. So, I’m trading a CD and the cost of shipping to get it to them for
feedback on how to improve my website and I have all this information, not only email
addresses, but physical mailing addresses. This allows me the potential to do direct
mailing. It also, most importantly, allows me to do email. They’re put into an automatic
autoresponder and sequence. It allows me to keep in touch with that visitor to be able to
educate them and treat them, provide them free content and ultimately to sell them on a
product that I have to sell or a service that I provide. That’s number one.
I also offer the duplication and marketing rights to this actual CD. So, anyone
who gets this free CD will automatically get the duplication and marketing rights to the
CD, meaning they can take the CD, they can duplicate it. They have to use my same
artwork that’s on the CD and they can give it out freely. They cannot sell it, but they can
use it as incentive to get someone to buy an additional product or service. There’s a lot of
value on this CD, so if they’re selling a product for $100 and they offer this CD with 61
hours of free content, that can increase the value and help them close more sales of
whatever they’re selling.
Now, at the end of this interview, I’m going to show proof and evidence how this
CD was able to make me money. You’re going to hear a real testimonial with an
interview you did with a gentleman named Jeremy Wood and exactly how this CD was
the very start of him becoming a customer of mine; of him listening to my audio
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recordings, being sold on me, and because of him listening to the audio recordings, you’ll
hear how he continues to be an ongoing paying loyal customer of mine all because of this
free CD.
I also set up another website called www.hardtofindads.com, and this is one of
largest swipe files of hard to find advertisements, editorial style ads that one can find.
And copywriters and people doing promotions and sales letters can go to this site. They
have to fill out all their information to access this site to see all the ads. And this is a way
for me to collect more names. So, what am I giving out? I’m giving out hard to find ads
that no one could find, world-class copy written ads by Brian Keith Voiles, from Gary
Halpert, Jeff Paul, Claude Hopkins, Eugene Shorts, and many others. So, if someone goes
to www.hardtofindads.com they’ll see a totally free site, but to get in, they have to trade
me their information. And I’m also asking for more valuable information. How many
people do they have on their customer list? Are they open to joint ventures? What is the
one thing that really frustrates them about copywriting? I’m fishing and collection data
that I can use to sell them down the road; that I can learn about my customers. So, this
site provides me a lot of traffic and it also naturally leads them back to
www.hardtofindseminars.com where I have products that I want to sell.
The most effective way that I’ve used to generate traffic to my site is by having
just my free audio recordings on my site. And as I mentioned, I have them in transcript
form and PDFs. They can read the HTML transcripts while they’re listening to the audio
or they download the MP3s. And these free audio have intrigued people enough to get
them to come back more and more and to recommend their friends go.
Jim: So, are you doing any banner ads or pay per click ads or link trading or anything
of that sort?
Michael:
I am doing none of that. No banner ads, no Google ads, no advertising
whatsoever except for these methods that I’m talking about here.
Jim:
So, that’s very cost effective for you.
Michael:
Other than the production costs of my audio recordings, I’m not paying for
any outside advertising except to host my server and my websites.
I also built another site called www.executiveaudioinstitute.com. Now, on this site
is just the audio recordings section on my www.hardtofindseminars.com site, so there are
no products being sold. But it’s a site that just offers the audio recordings, the transcripts,
but as people listen to the recordings and as they download the transcripts, it is designed
to lead them to my main site, www.hardtofindseminars.com to sell them a product or a
service that I have available. The transcripts are very effective in generating traffic to my
site. As I say, I want to make it convenient to get the content in people’s head, so I
transcribe every word of each one of my audio recordings and I upload that transcript and
convert it into PDF. I have the introduction that you would see on my site all there in the
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transcript. Each transcript could act as a book on its own and this makes it very
convenient for people who like to read. So, having convenience and having the printed
transcripts of each one of the audio makes my site more valuable and pleases the
customer and the listener or the reader in this manner on the other end, therefore, getting
them back more often.
Here’s something I’ve used very effectively, using podcasts. Why don’t you
explain your definition, Jim, of what a podcast is.
Jim: Well, a podcast is a digital file being sent down to a digital MP3 player device
and the iPod is obviously the leader in the industry--the 800-pound gorilla. They can be
audio files or it can be audio with video. You’ll see a lot of music videos, as well as audio
files such as this.
Michael:
Right. So, if you go to iTunes and you go to the podcast section and you
type in you’re searching for marketing, the podcast is like its own little search engine for
audio files. So, if you type in marketing, you are going to see my recordings, the same
recordings that are at www.hardtofindseminars.com, but you’re going to be capturing a
new audience, an audience who is interested in listening to podcasts. They’re going to see
my recordings and they’re going to see a description in the podcast directory on iTunes
Michael Senoff’s www.hardtofindseminars.com. They’re going to see the title of the
podcast and they have the ability by clicking on that podcast, downloading it, and
listening to it instantly or loading it onto their PDA or their cell phone or their iPod and
having access to that information instantly. But more importantly, they have the ability, if
they’re online, going directly to the main source of where the podcast is published and it
gets them back to my site www.hardtofindseminars.com.
Jim: That’s a great way to get distribution. Do you find that more people are
downloading your files from there or from www.hardtofindseminars.com?
Michael:
I don’t know the exact answer to that, but I do know that I started doing
the podcasts just about a year ago and I get a lot of traffic from the podcasts. I get people
all the time who say I listened to your podcast. So, good marketing is having a small
success with a lot of different things. So, my whole goal, like I said from the very first
part of this interview, is to get you hooked and to get you back to my website. To use my
audio interviews to intrigue you, to educate you, to service you, to get you hooked and
wanting more, coming back to my website. And the more I can keep you there, the more I
can build trust with you and hopefully I can sell you a product or a service that will make
me a profit down the road. But podcasting is growing bigger and bigger every month and
I have also taken advantage of this by submitting all of my podcasts to podcast
directories. There are website popping up all over the place that have directories of all
these podcasts and some of these directories have great search engine rankings in the
search engines. So, if you type in Michael Senoff, some of the very top rankings on
Google, you will see are my recordings and the descriptions of each one of my recordings
listed in these podcast directories. And if you’re having a hard time getting site indexed
with Google or any of the other search engines, you want to leverage off good ranking
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with directories. Google and the other search engines love directories. And by being in
that directory and having enough content and having your name in the description of the
title of your recording or the description of what that audio recording is going to be
about, is naturally going to give you a better chance of getting someone back to your site,
even though you may not be listed.
Another very effective way of getting exposure and getting traffic back to your
website is by using some of the top website out there and Ebay is something I’ve been
using even before I started doing audio recordings. Ebay’s listings are from what I
understand indexed daily. If you have an auction up on Ebay that may say Jim Peake’s
My Success Gate Way Membership, okay, and you have a ten day auction that costs you
35-cents to list, you’ll have exposure on Google or some of the top search engines for ten
days for 35-cents. Now, if you go onto any of the search engines and type in a product or
a service, you’re going to see Ebay come up at the top; to find this product or service, go
to Ebay. Ebay is spending hundreds of millions of dollars, I’m sure, to be in these top
rankings because they want to move the search engine traffic over to Ebay to produce
sales and to increase sales volume. So, you can leverage off that by having auctions of
products or services that you offer listed on Ebay so when you have people searching for
different things, your listing will come up in Ebay. I can’t go into all the details of how I
use this, but basically I take the transcripts that can be 20 or 30 pages of content rich text
and I sell a link to the audio recording even though I’m giving it away for free, I sell it to
people who come to Ebay for $1.00. But for that $1.00 auction and for the listing for 35cents, I have all that text in the Google index optimized where it brings me search engine
traffic all leveraging off Ebay.
Jim:
That’s a great, great idea.
Michael:
It takes a little work to get it set up, but it’s very effective and if you have
150 auctions all on different subjects, having the transcripts of each one of them up there
continuously on Ebay, you’re going to capture traffic of people looking for information
on that subject, not only on Google search engine, but on Ebay’s as well. So, it’s
designed to get them back to your site. When you go to Ebay and see Michael Senoff,
which is my screen name on Ebay and they want to learn more about Michael Senoff,
they can click on a little red and blue icon called about me. When they go that about me
section, it gives me a chance to sell myself and you’ll see testimonials from people who
come to my website and benefit my audio recordings. And you are legally allowed to
have a link to your website in that about me section on Ebay and it brings them back to
my website. You cannot have a link to your website directly in an Ebay auction. They
will take your auction down very quickly. So, you have to play by the rules with Ebay
and if you do play by the rules, you can be creative and use Ebay’s immense popularity
and traffic to direct people back to your site to buy the products or services that you want
to sell.
Jim:
That’s just great information, Michael.
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Michael:
Here’s another great one. Each one of your audio recordings, as your
listeners develop audio recordings that are designed to sell a product or service, they take
those transcripts and those transcripts are a book. That becomes a book. Why is it a book-because you call it a book? You can have the transcripts of question and answers and
call it a book. It’s published content and you take that book, turn it into a PDF, and you
could offer that book for free or to sell that book either in a digital format or a printed
format on a wonderful website called, www.lulu.com. I have each one of my audio
transcripts up there listed in Lulu. You get to write the headline of the book, the
description. You can upload an image of what your book looks like and you can offer it
for free or you can sell it. But why do I do this--because I want the exposure and I want
to leverage off Lulu’s incredible search engine ranking. If anyone goes to Google right
and they type in Michael Senoff, they will see Lulu’s website, probably three or four up
from the top, which gets them to one of my descriptions of my books. And obviously if
you like that description and you want to see what else this publisher, which is Michael
Senoff, has available, you’ll see over 100 books or 100 transcripts each with their own
description and headlines all designed to educate and get them back to my site. Lulu is a
wonderful way to leverage their status in the search engine rankings and I’ve been using
that, as well.
Another wonderful way is using Amazon’s immense popularity and you can get
people to leave you testimonials on Amazon and Amazon’s pretty sophisticated. You can
go into Amazon and do reviews and write testimonial reviews on books within you niche.
So, I can go in and review Joe Vitale’s book or any marketer’s book and I can include my
name and tell my story. I could say this is Michael Senoff, CEO of
www.hardtofindseminars.com. I’ve read Joe Sugarman’s book, Triggers, and here’s what
I really liked about it, here’s what I didn’t like about it, and I can list my name and I may
even be able to even drop the name of my website or interject a story about why I liked it
and include something that is designed to get people back to my site. So, you’re
leveraging off existing websites that have great search engine status.
This is Jim Peake at www.mysuccessgateway.com and this is Part 3 of our
interview with Michael Senoff.
Another way I use to market my website is a website called
www.ezinearticles.com. Now, many of your listeners have probably heard of writing
articles or article syndication or article distribution. So, what I do is I write articles and I
submit them up on www.ezinearticles.com. This I’ve only been doing for less than a year
and I have had tens of thousands of views on my articles and I’m quite certain its
generated quite a bit of traffic to my website. You see, you never know where that one
customer is going to come from and what I said earlier is great marketing is doing a lot of
different things well. Getting one new customer from many different sources from many
different marketing methods is what makes it all come together, but Ezine Articles has
been very valuable. All you have to do is invest the time in creating and writing your
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articles. Now, if you get into doing audio interviews, this is going to become a lot more
simple than dreaming up articles because all of my articles are taken directly from the
transcripts of my audio recordings. In essence, you’re able to talk your articles. Once you
have your transcripts of your audio interviews or audio recordings, you simply go
through them and look for main ideas and points that you talk about and create a simple
article. And remember what I said about great copywriting is really great assembling, and
of course, the real value of Ezine Articles or any article syndication service is having that
resource box. The resource box is an area where you have a description about who you
are and why you’re uniquely qualified to write the article and then also having a link
directly back to the site. Remember I said getting them back to my site is my main focus
and this is the main reason anyone does article distribution--to get them to the site to
potentially gain and acquire a new customer. For article distribution, I would recommend
www.ezinearticles.com. There are some other services that do article distribution that are
pretty valuable and it’s definitely something to consider if you’re willing to take the time
and write good quality articles. And that brings up a point. You want to write good
quality articles. Most people are doing it very poorly, so if you’re within a certain topic or
niche, you may find yourself having competition, but that’s good competition because
you’re going to write a better headline, you’re going to write an easier to read article, one
that’s more compelling and interesting, so you’re going to gain all the attention of that
market with your outstanding headline and article and you’re going to glean all the
business from that category. So, that’s another way I generate new business to my
website, article syndication.
Another wonderful way and very powerful way is testimonials. I have a whole
section of case studies and stories of how people have benefited from my audio
recordings up on my website. I’ve combined those into a PDF. I think I took 108 of the
best ones and created a downloadable book and then inserted through the pages of the
book I have dollar off offers for each one of my products. So, it looks like a coupon and it
maybe $20 off my joint venture magic system and that coupon has a live link that you
can click on that will take you directly to the sales letter of my joint venture product. So, I
have 13 different products listed in there. Each coupon is a direct hyperlink to the sales
letter of the product. Again, it’s designed to offer an incentive for someone to try my
product, but mainly to get them to the sales page, to read the letter, to listen to the audio
that’s on the sales letter, and to sell them that product or service. So, couponing can be an
effective way in initiating initial sales for first time customers.
And here’s one really interesting technique that you may want to check on your
site or anyone who has a website. There’s all kinds of hidden assets in your website that
you may not know about. One is, if anyone goes or talks to their web master and they’ve
had a website that’s been up for a while, all kinds of things happen to your pages if you
have a lot of pages on your website. You want to go in and you want to look at your error
log. An error log is when someone maybe on any of the search engines and let’s say they
intend to look for you or they got to a page that somehow got indexed in the search
engine and there’s nothing there. You get that 404 error. And when you have a lot of
people coming to your website, you can look in that error log and you may see over a
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month’s time a thousand errors. Well, you can get your web master to create a little piece
of software on there that if anyone gets an error that will automatically redirect them to
your home page. So, you want to look at how many times a month or how many times
every couple of weeks people are hitting on your website, but they’re getting an error
page. They may be spelling something incorrectly, but it has your main root. It may have
www.mysuccessgateway.com/ a word that they’re typing in incorrectly and if they meant
to go to there, but they typed it incorrectly, they’re going to get an error page. But if you
have this redirecting link in any error page that takes them back, you’ve prevented a
potential visitor from never coming back to you. Do you see what I’m saying?
Jim: Yes. I think that a lot of sophisticated users will peel back that URL and maybe
go back to the root domain, but then there are quite a few others that don’t have the time
or won’t make the time to do that.
Michael:
That’s right. It all comes back to servicing your potential customers and if
they meant to go there, but they made a mistake or there was a down page or there was a
spelling error, it gets them to where they want to go or at least keeps them within your
loop.
So, these are just a few of the marketing techniques I’ve been using to get people
back to my and to optimize that natural search engine optimization stuff. And this is all
without any outside paid advertising, without paying search engine optimization experts,
or any kind of advertising whatsoever.
Jim: It’s all good information, Michael. To summary, though, it sounds like using
audio is a great way to leverage one’s time. Is that correct?
Michael:
Audio, in my opinion, is the best way I have found to date to leverage
one’s time. The audio in combination with the ability to deliver it online for very little
money has been the best way I’ve found to date.
Jim: Okay, Michael, so it sounds like audio is a great way to leverage one’s time and I
think our listeners will totally understand that after they have listened to this interview.
Do you have any other ideas on you personally are leveraging your time that you can
share with the listeners?
Michael:
Sure. I’ve had to become a master at this because I’ve two small kids. I
would out of the house. My wife still works three or four days a week. So, I’m playing
Dad most of the weeks. And because I work out of the house and time is limited and I
have so much to do and so much I want to do, I had to come up with creative ways to
leverage my time. Having audio interviews and audio content to deliver my sales
message is my number one way, but I have several other things that I have found to save
me a ton of time. And as we know, time is money.
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One thing I found really effective is very simple and that is to have a to-do list. I
use a simple Excel spreadsheet where if I have things to do, I’ll just type them in. So, it’s
a simple to-do list. Many people who have Microsoft Outlook or Outlook Express may
have a database manager. Some people use organizer books. Do you have an organizer
book yourself?
Jim:
Absolutely, yes.
Michael:
Jim:
You have a physical book you write in?
Yes, I have a physical book and I use Microsoft Outlook.
Michael:
Very good. Outlook is great. It’s impossible to keep all these things in
your head and it’s going to drive you crazy to try and remember it, so if you have goals
and things you need to do, make a list. It can be a list on a yellow legal pad and make a
list of these things so you don’t have to keep them in your head. And then as you
accomplish them, scratch them out or take them out of the database list. But I find
working off lists to be very effective in getting things done. If ideas come into my head, I
put them on the list. I may not get to them right away. I can categorize them by giving
them an “a,” a “b,” a “c,” for importance. But having that list and seeing it on the list
knowing that I have to do it and I have to accomplish it and I just work off that list. I keep
knocking them out. As it’s done, I take it off and before you know it, you’ve
accomplished so much. So, it’s really kind of like writing your goals down and tackling
them one by one.
Jim: A lot of people have done that. I know that I think Mary Kay Ash and Charles
Schwab attribute a lot of their success to doing just that.
Michael:
Very good. Now, here’s something I’ve had. It’s called an online cheat
sheet. You’re going to find in your business you’re going to be answering the same
questions. If you look through all your sent emails and you’re selling a product or
service, you’re going to find a common denominator in all of the emails where you’re
doing customer service, where you’re replying to questions from potential prospects or
existing customer and you’ll find that you’re repeating those same things over and over
again. Now, I have a page on my computer that’s HTML. Let’s say it’s 20 of the most
commonly asked questions and instead of me answering those same questions over again,
I have basically form letters that I can open up this page, copy and paste, pop it into an
email and send it. This page also has all my passwords, it has all my most visited links, it
has all the information right at my fingertips in front of my computer that I can have
access to within seconds instead of having to keep looking for it over and over again.
And if you remember in Part 1, we talked about all the statistics of how much time is
wasted looking for information. So, organizing your information in one place and being
able, if you have an Internet business, to copy and paste the same answer to the questions
you get over and over again will save you an immense amount of time. It has for me, as
well.
44
Now, this brings me back to another thing that really takes up a lot my time,
especially if I’m online and that’s typing in passwords. And my computer guy told me
about a little piece of software called www.roboform.com. So, this little piece of software
you download. I think it’s about $35 and you never have to type a user name or password
into any of the websites you go to. You never have to fill out forms again by typing them
in. It automatically does it through this RoboForm software. I would definitely advise
anyone to go get this little piece of software. It is a huge timesaver and it also organizes
and keeps all your password in one place and it keeps them safe. It has the ability to
create a master password so no one can get in there and steal it. It’s been downloaded
millions of times. Go check it out, www.roboform.com.
When I’m answering emails, I try and keep them short and to the point. I get
emails from people who will write paragraph after paragraph after paragraph and it must
have taken them an hour to put an email like that together. I simply don’t have the luxury
to do that, but I keep my written emails short. But I do have the luxury to expand on an
email that I’m too lazy to write or that I don’t want to take the time write and I use a
service called www.instantaudio.com where you can call 1-800 number. You can talked
into the phone just like I’m talking right now and I can leave a detailed answer to an
email question that’s been sent to me in my own voice. I can talk quickly, I can interject
feeling and enthusiasm, and I can email a link where the receiver of that email can hear
my message. And they’re very appreciative. They get all my best advice, but I would
never take the time and write it. By talking it into the phone is ten times faster and easier
for me and it also provides more value for that person asking the question. So,
www.instantaudio.com. It’s a service that you can talk into the phone and provide
answers to audio directly through email. I would highly recommend that.
Another thing that I’m sure is plaguing a lot of listeners out there is spam and this
has been a constant problem and there are a couple different pieces of software out there I
found to be effective. One is called www.spambully.com. You can download a free trial
of the software and it really eliminates all the spam. It separates the good mail from the
bad mail. But also at the same time, Microsoft Outlook has some pretty good spam
features in it, as well. And I would probably explore the Outlook spam technology before
SpamBully, but getting a handle on your spam email is going to be critical if you have an
online business and you’re receiving lots of spam.
Another wonderful piece of timesaving software is a piece of software called
SnagIt, it’s by a company called TechSmith. This piece of software allows you to capture
screen shots of any screen on your computer. Let’s say you’re at a website and you want
to share it with someone, you open up the software, you can highlight a region of the
screen and save it as a PDF, as a GIF file; any kind of format you want. I find myself
using it all the time. If I want to explain something, it’ll also allow you to capture the
entire page. Like if you wanted to share some of my audio recordings to someone, you
could go to the page on my website and this SnagIt software will turn the entire web page
into a beautiful PDF document that you can send to someone.
45
Another real valuable tool that I learned about through editing audio records. This
is amazing and it’s going to save you a lot of time. I’m going to show you how to listen
to my audio recordings on my website at twice the normal speed. We talked about this
piece of software called www.goldwave.com. If you download www.goldwave.com, this
is the software that I edit my recording on and it allows you to listen to the audio content
at a higher speed. So, you know who Alvin and the Chipmunks are, Jim?
Jim:
Yes.
Michael:
Jim:
They sound like their voices are really high.
Yes.
Michael:
So, you can speed up the play of the audio recording you listening to and
you will find with practice you’re able to listen to audio and comprehend it, sometimes
even better, because you have to pay attention a little harder, but you can comprehend the
content of this audio at twice the normal speed. So, with this free trial piece of software,
you can download audio recordings and play them on your computer at twice the normal
speed that you’re listening to right now and this is a great timesaving device that anyone
who really wants to get through my content or any audio content can do at their
computer.
A couple more and then we’re going to wrap it up, Jim.
This is a great tool. I send out free CDs all over the world and it’s a label printer.
Do you have a label printer?
Jim:
I do.
Michael:
So, I’ve got a Dymo label printer. My handwriting is terrible, I’m sloppy,
and this has been a lifesaver. You can print labels easily and effectively. If you’re mailing
labels or CDs, this is a wonderful inexpensive device that allows you to print professional
looking labels for your mailing.
Jim:
Labels and envelopes.
Michael:
Jim:
My little thing is just a label thing.
Okay. I think it will print envelopes, as well.
Michael:
That’s great. Now, if you’re selling a physical product and you’re going to
the post office, I’m going to show you how to stop that. I don’t think there’s a person out
there who can’t relate to wasting their time standing in line at the post office. And did
you know you can do all of your mailing online? If you go to www.usps.com or if you’re
46
listening from another country check your country’s postal system, you may find they
have all postal services, the ability to mail, the ability to buy postage, you can do it all
online and without ever having to go to the post office. You can leave your mail right
outside in the front of your house or the front of your business. So, if you’re going to the
post office and wasting time and fighting traffic and standing in line, you can eliminate
that by taking advantage of this service from your post office.
Hi, it’s Michael Senoff with www.hardtofindseminars.com. For more great
interviews like this, go to www.hardtofindseminars.com.
Ebay, ordering products and services on Ebay. Now, a lot of people like to go
shopping and like to travel around and get stuck in traffic, but if I find that I need things
and I can eliminate a trip to the store, to the computer store, or for printing paper or what
have you, I’ll go online, I’ll order it on Ebay and I’ll have it mailed directly to my house.
So, using Ebay is another very efficient service for saving time.
If you’re online and you don’t have a high-speed connection, you could really
increase your timesaving assets by getting a high speed connect. You can get DSL or
cable. Many people are areas where they believe that they don’t have access to high
speed, but if they check around, they may be pleasantly surprised that high speed is in
their area. They’re going to have to do some digging and if they like to go online, it is
critical to have a high-speed connection to be able to do it efficiently.
Online banking, if you’re mailing checks through the mail and addressing
envelopes when you’re paying your bills, you’re wasting your time. You should do
online banking. Have all your vendors online. It’s a matter of typing in the numbers. You
can write all your checks and do all your banking online. This is a huge timesaving
service.
And as far as payment, www.paypal.com, I use it all the time to be able to pay
your vendors or buy things by using PayPal. Getting set up with PayPal is another
timesaver. Are you using PayPal, Jim?
Jim:
I am, yes.
Michael:
That’s going to wrap it up for my timesaving tips. There’s more, but these
should definitely get off to a good start.
Jim: That’s awesome, Michael. It’s wealth of information here and a lot to take in and
I highly recommend that people not only listen to the audio, but download the PDF file of
the transcript and all the information is right there.
So, Michael, you’ve shared a wealth of knowledge and information over the last
few hours on this call. Is there anything else you’d like to listeners as far as additional
information?
47
Michael:
Yes there is. I want to say that, look I have talked a lot about myself. I’ve
talked more about myself in this interview than all of the interviews combined on my site
probably because I’m usually not the person talking about myself. I’m usually the guy
asking questions. So, I’m not moving into a more proactive mode of marketing myself by
positioning myself as the expert on audio interviews and selling using audio.
I’ve talked a lot about my website, my business. I’ve talked a lot about money
I’ve made. I’ve talked about why I’m here now doing this interview with you, Jim, and
all of this has been made possible because of me taking action to talk and record another
person, to be interested enough in another person, generally interested and wanting to
learn from that person and by simply asking questions. I’m really a simple guy. I would
consider myself a family man, two kids and a wife. I’m living in a blue-collar
neighborhood here in beautiful San Diego, but all of this has been possible by doing
audio interviews.
I just had an interesting experience while I was wanting on you. I received an email from
a customer of mine and I want to read this because as I read through this email, it kind of
brought back a lot of the things we talked about in this two-part interview and if you will,
let me read this to you. It says:
Hi, Michael. I’d like to start off by saying thanks again for what you have offered in the
form of free information, as well as incredible value for what you sell. I’ve spent
thousands of dollars on information pertaining to real estate and it’s debatable whether
or not that the information is good as what you are offering for free in the area of
marking and business. I bought Art Hamel’s Business Buying course from you back in
2004 and have put it on the back burner because I’m busy rehabbing and selling houses.
Where I live in Michigan, I buy a house for $15,000 in a low-income area, rehab it for
another $15,000 and I can resell it for $60,000 to $80,000 with my special financing
program. We will finish a house today that I have owned for a month and I will profit
$30,000. Oh, and I got a few thousand dollars at closing when I bought rather than
making a down payment. I have thought of teaching others to do this, but the market is
flooded with similar information. That’s not to say I could do it and still profit. Within the
next few weeks I’ll be turning over the operations to my project manager who is currently
part time and I will have all my time back. That is when I plan to buy your HMA system
and do a hybrid of that and what Art Hamel teaches. Everyday I strap on my MP3 player
and I listen to interviews for hours. You have earned my trust through your interviews
and by the value I got when I purchased the Art Hamel course from you. When I first the
price of the HMA system, I said forget it. But then when I considered the cost of not
having the information, I saw that it was a bargain. I just have to make sure I am ready
to put it into action.
And this gentleman’s name is Jeremy Wood. He’s in Fruitport, Michigan. Now, I just got
this email and there are a lot of things he mentioned in this email. I guess some form of a
testimonial. It’s not really written to be a testimonial. It’s just him emailing me with a
48
question because he had some questions at the end that aren’t pertinent to this interview.
But if I recap what he just said and relate it to what we just, he talked about the immense
value of free information and we’ve talked about how if I didn’t offer it for free, I
wouldn’t have had him come back and buy something from me. He talks about the
incredible value of what I offer is worth more than the products he’s paid thousands of
dollars for. He also, in 2004, became a customer of mine. He purchased a product called
the Art Hamel Business Buying System. That was in 2004. Now, he also mentions that
because of him listening to hours and hours of audio recordings on his MP3, which
wouldn’t have been possible three or four years ago. How long have MP3 players been
out, do you know?
Jim: Probably about that long or maybe a little longer, but they’ve really gotten mass
appeal over the last couple of years.
Michael:
So, as the technology is increasing, I’ve had the chance because of the
technology for him to listen to my content for hours and hours and he admits it right
there--hours a day he’s listening to my content. That has given him the opportunity to
have trust with me and he mentions it right in this email. And now, look at what’s
happening. Because of that trust, he’s considering a purchase of my HMA System. So,
there will be potentially another product purchased because of my free content, because
of the ability of the technology to get it into his ears giving him time to build the trust
with me and he becomes a customer. And there’s one more very important thing he
mentioned about this thing that he’s been doing with flipping houses and earning
$30,000. I mean when I hear that, the light bulb goes off in my head. This guy has got a
valuable business opportunity product. This guy has been buying low-income houses,
rehabbing, and making $30,000 to $40,000 profit on each one. Now, he says something
that he believes is true--because the market is flooded with similar information--but if the
market is flooded with similar information, there is a reason for it and just because it’s
flooded with similar information that should mean that he should even jump on it even
faster because he will be the guy who does it the best. All those other people who are
marketing products like this, I guarantee you are not doing it in the best way possible and
they just offer free promotion, free education of the public out there and if he works with
me and he hires me to create and develop his audio information product, this business
opportunity, I’ll make sure that he’s got the best product out there and know how to
market the best way possible. So, this, again, once I get back with him can be a potential
client that could mean tens of thousands of dollars in developing a product like this. And
I said it already in my closing statements; this is all due to giving away and doing free
audio interviews on my site.
Jim: Yes. And it’s amazing. The more you give the more you get back like you said in
the very beginning.
Michael:
natural law.
That’s right. Well, I didn’t invent that. That’s been in the Bible. That’s a
49
Jim:
I think that’s the law of the universe.
Michael:
That’s right.
Jim: So, Michael, you shared a lot of information with us. You’ve got a lot of
information on your website, what would you recommend for somebody that wants to get
started with one of your products that can provide a lot of value as far as saving time and
making money?
Michael:
Here’s what I would recommend. I’ve a low entry product. It is called
How To Turn Your $28 Book Or Idea In Your Head Into A $3900 Information Product.
And I’ve given away a lot of secrets in this audio recording here, but I haven’t revealed
everything. In this product, it’s a hundred percent digital product; you’re going to learn
exactly how I’ve been able to do this. How to take a $28 book and create products for
$597, $797, $3900 or more. You’ll learn seven fatal mistakes that will kill the creation of
your audio program dead. You’ll get the full report and audio download. You’ll get front
line secrets from the trenches, breakthrough audio creation report--this goes into the
details I was talking about and how to actually create the audio interview. You’ll learn
how to package your audio interview. You’ll hear 10 of my best audio consults with
people just like yourself who have questions and ideas about creating their own
information product. You’ll hear me doing one-on-one live consultations all related to
their ideas and products. So, this is a product I give you my all; all the secrets, all my
details and the offer is very simple. You don’t pay anything and you have 30-days to
review the product. Only after 30 days, if you like it, do I charge your card. So, you’ll
provide your credit card information at a special link, which I’ll provide, which is
www.hardtofindseminars.com/msg.
So,
it’s
going
to
be
www.hardtofindseminars.com/msg.htm, and there you’ll find a special link with
information about this product that I have available. It’s three payments. You pay your
first payment 30 days after your order. Then only after 30 days if you decide to keep it,
you pay the next payment at 60 days, and the third payment at 90 days. By that time you
should be able to have your product just about done.
Jim: Can you say that URL one more time, please, so that the listeners that might not
have gotten it can hear fully all the way through?
Michael:
Sure. It’s www.hardtofindseminars.com/msg.htm. There you’ll see a
report explaining how you can turn your $28 book into a $3900 information product. The
listeners don’t have to pay anything, only after 30 days if they’re satisfied.
Jim: That’s awesome. I really appreciate the time that you’ve invested with us and with
our listeners and sharing all this valuable information.
Michael:
Well, Jim, I appreciate you having me on and it’s been a pleasure. I’ve
tried to give as much value as I could in the time allotted and certainly with the product
50
I’m offering here, you’ll really get me for more hours and really all my secrets are
revealed in that product and hopefully your listeners can benefit from that risk free.
Jim: Awesome. I’d love to have you come back again Michael, and we can talk about
some other marketing techniques and opportunities and share those with the listeners, as
well.
Michael:
I’d love to do it. And I just want to say you’re doing a great thing and I’m
really looking forward to seeing the great things that come from your site here in the near
future and I’ll be keeping a close eye on that.
Jim: Well, thank you very much. This is Jim Peake at www.mysuccessgateway.com
closing out an interview with Michael Senoff of www.hardtofindseminars.com. Michael
thanks very much and I look forward to seeing you out there in cyberspace.
Michael:
Jim:
You got it. Go have a great day.
You, too.
Michael:
Bye.
Jim: That’s the end of Part 3 and this concludes the interview with Michael Senoff and
Hard To Find Seminars.
Jim: Hi, this is Jim Peake at www.mysuccessgateway.com and today I’ve got a
testimonial interview from Jeremy Wood out of Grand Rapids, Michigan and Jeremy has
been
applying
many
of
the
principles
and
the
teachings
from
www.hardtofindseminars.com, Michael Senoff’s website and wanted to get a feel for how
its impacted Jeremy’s life and share with the folks that this too can be applied in not only
the real estate industry that Jeremy’s involved with, but probably many other industries,
as well.
Jeremy, I’ve got you on the line. Why don’t you share with us a little bit about
how you found Michael Senoff’s www.hardtofindseminars.com and what sort of
happened over the period of time that you started executing on some of his teachings?
Jeremy:
Well, I’d been learning a lot about real estate and how to rehab houses and
I bought a book, I can’t even remember the name of the author, but it was just a $20 book
I found on the Internet. And I got the book and the book was decent and there’s a CD just
slipped in the book cover and that was the 61 hours that Michael was joint venturing with
a lot of people getting that CD out. And I put the CD in and I was just blown away. I had
planned to sit at my computer and listen to it for a couple minutes and I ended up sitting
at my computer the rest of the say just completely blown away by what I was hearing and
wondering how and why someone would give such good, complete information for free.
51
And I got very excited about the Art Hamel course at that time and then I went to
Michael’s site and just started listening to all the different recordings and I was just
blown away at what was there. And so, over the course of time, I just kept going back to
his site and listening to different things and I would say that most of what I know about
marketing right now is from his site; just the things that he offers for free. And I did go
on to buy the Art Hamel course and I’m planning to purchase more from him in the
future just because my theory is anybody who offers that much for free, imagine what
you must get when you actually buy a product. And that was my experience with the Art
Hamel course.
Jim: So, what type of work were you doing before you picked up this book and found
the CD in it and started listening to the CD?
Jeremy:
I was working in a factory job that was very much a dead end job and I
wasn’t very happy with that job at all. So, what I would do is I’d just print off pages and
pages off Michael’s site and ever break I had at the factory, I just started reading that and
that was quite an important part of what ended up getting me out of the factory, which
was just what I do with real estate now, rehabbing house that I bought and then selling
them. And a lot of the way that I have sold them, I’ve definitely been influenced by what
I’ve learned on Michael’s site. I wouldn’t even know where to start, honestly.
Jim: I know that he’s got a lot of information on the site. So, how much money were
you making when you were working in the factory?
Jeremy:
I was making about $30,000 a year. Now I make about $30,000 per project
and the one that I’m just finishing up now that I should have wrapped up this week, I’ve
only owned that house for five weeks, so substantially more cash flow than what I had at
the factory. And I love what I do and I’m probably only working 15-20 hours a week on
it, on top of that.
Jim: So, I take it that’s substantially changed your life, not only from an income
perspective, but as well as a lift style perspective?
Jeremy:
Oh absolutely. Just listening to all the recordings on Michael’s site, I
found that my self-confidence was lacking a lot and just from really being able to listen
the phone interview and I mean basically being a fly on the wall, it kind of did something
to what I believed I could do also. It goes deeper than just learning information about
marketing or business. What I felt like was that his site basically let me into a whole
world that was exclusive before where I could listen to how things really work and
understand how things really work. I’ve got to tell you, I’ve paid probably literally
thousands of dollars for real estate courses and books and all those combined, I don’t
know if I could say that that information is more complete or valuable than what I’ve
been able to get from Michael Senoff.
52
Jim: Wow.
That’s
quite
a
testimonial
to
Michael
Senoff
and
www.hardtofindseminars.com. I too have found it a very strong resource for all kinds of
information, especially on the marketing and business building side. So, you’re able to
apply many of the principles and the marketing techniques that may or may not
necessarily be in the real estate space, but you’re able to apply those to the real estate
space and see results.
Jeremy:
Jim:
Absolutely.
Can you give us a quick example on how you’re doing that?
Jeremy:
Yes. One thing that I do is when I have a house done, there’s an attitude in
my town and maybe all over with investors where when you’re doing a house, you don’t
want to do too much because you’re just selling it anyways. And what I found was that if
I took that attitude and just did away it and I go bigger on everything I do with my rehabs
and then when I sell the house, I pay all their closing costs, I furnish them with all their
appliances and what I found is that by the time that sale is done closing, all that extra
money that I spent on that, I’d made way more than that from being able to actually sell
at a higher price because I was servicing my client, my buyer, at a level that nobody else
was willing to. And that kind f goes along with what I’ve seen Michael do. He’s willing
to service the client at a higher level than most others are. And what happens is people
will spent the money if they trust you. And so, I see how important that is to really build
the trust and give away more because it does come back around. And that’s just one small
area that I would say it’s kind of affected how I would approach it.
Jim: Yes. I mean I think what goes around comes around and obviously Michael is
giving away a lot of great information. So, the Art Hamel course, do you want to share
with us a little bit about who Art Hamel is, the teachings that he has?
Jeremy:
Art Hamel is a retired--well, I say retired. He’s still pretty active just
because he loves what he does, but he’s a businessman in California. I think he started on
the East Coast somewhere. And early in his career, he started out I think with a small
motel and then ended up getting into a chain Burger Barns, I think it was where he had
over 20. And then he became a business broker and went on to teach seminars and also at
the same time continued to buy businesses moving into manufacturing businesses. And
just kind of his seminars and training course was real world, no bull, very innovative
kinds of thinking and it just really opened my mind studying that. I don’t know
everything with his history, but he was very highly respected. I know he was in demand
in the 70s and 80s a lot with his seminars. And the course that I got was actually, I think
it was 1984 that I found a date on and here’s what blew me away.
I was toying with the idea of moving up to northern Michigan and buying a business what
had been a hardware store and this guy bought a hardware store and then five other
businesses and he moved them all under the same roof and he was selling it. It looked
like a pretty good deal from what I could tell and I’d been studying Art Hamel’s course at
53
this time so I knew what to look for. And I took one of my friends with me and we went
up to look at this business. And I got talking to the guy and the questions that I started
asking him were actually surprising me because I couldn’t believe just how much I
learned from this course. And it turned out the business wasn’t something that we
wanted, but just from the way I was able to ask questions, steer the conversation, and
then also understand what he was telling me, we got out to the car and my friend said
how on earth did you know all that stuff and I said just that Art Hamel course I was
telling you about. And so, it really surprised me just much I understood about how
businesses work.
Jim:
Yes. Are you familiar with a guy by the name of Andy Andrews?
Jeremy:
No, I’m not.
Jim: Well, Andy’s on our site at www.mysuccessgateway.com and one of the things
that he talks about is seeking wisdom and seeking wisdom either by reading books or
listening to tapes or connecting or networking with people that are outside of your current
sphere of friends, but really seeking the advice from people that have been there and done
that before. And you’re applying that principle--he calls it the board of directors. So, Art
Hamel would be technically on your board of directors, even though you haven’t
probably met him, but you’re seeking his wisdom and apply his wisdom in your area of
business.
Jeremy:
Yes, absolutely. And one thing Art Hamel really talks about is taking the
time to find a good business just because if your rush in and you buy a business that’s not
quite as good as another one you could have if you just spent the time and the energy and
were patient. That kind of changed my whole mindset because I got to thinking; well
that’s the same with real estate. There’s a lot of these houses I come across where yes the
numbers do work, but there’s only so many right now that I want to do at one time. I
mean basically I just want to do one at a time back to back right now. I’m pretty happy
with how that’s working. And what I found is just applying that, just waiting for the right
deal to come along and I stay busy. There’s plenty of deals out there and I watch all the
other investors go and buy a house down the street and I buy one after them and I’m done
before them. I check the sale prices later down the road and we both are all done and find
out that it came out better. So, just holding out for better, too, is one thing that I really
learned in there.
And the one thing with the Art Hamel course is I mean it’s not a pie in the sky. When I
listened to it, I could understand it well enough to kind of get the overview, but it’s one of
the things you have to go over and over because there’s so much in that course and it’s so
different from most of what I’ve heard. I’ve bought a couple other books on the subject
and I mean Art Hamel’s course just was very, very real by comparison. And I haven’t yet
bought a business, but that is something I’m looking to in my future after I get my real
estate business turned over to my main guy here running it for me. I actually plan to
pursue that a little more seriously than I have in the past.
54
The information that Michael Senoff, not just has on his site, but that he sells, it’s just
incredible. I’m really impressed that he’s been able to assemble the people that he has
because I’m sure he gets a lot of information that is not really as innovative as what he
has on there and his judgment on what he’s pursued has really made his site it is, also.
Jim: Yes, I think he’s a very good interviewer. He asks a lot of the right questions, so
he’s able to glean the information out of the folks that he’s speaking with and provide
those nuggets for pretty much anybody. So, are you still listening to his site on a regular
basis or going there on a regular basis?
Jeremy:
Actually I’ve even stepped it up a bit from that even. When I got back on
his site, I found I just couldn’t dedicate the time that I really wanted to sit here because I
have to be out and about doing things. So, what I did is I bought an MP3 player and he
puts everything in MP3 form too, so I just dump it on my MP3 player in the morning for
what I want to hear and Michael’s voice is in my head pretty much all day long. And part
of what it is too is that I’m eyeing up his HMA course that he sells and I really like what I
see with that and I would buy it right now except that it’s one of those things where you
do it, you’ve got to be serious and you have to put it into practice and I’m probably about
a month and a half away from being to that point just because I need to get my real estate
business on autopilot more and it will be soon. See, I would never have considered
spending that much on that system except just the way he has put all his dialog with
people who are looking at the system and then have gone on to buy the system and then
seeing how he worked with them when they even ran into problems and then seeing how
everything turned around and just how it all works. He’s won my trust. I don’t know that
at point that there’s anyone else that I would spend that kind of money with for a course,
but he’s proven himself to me.
Jim: Yes. That’s really great. That’s one of the things that we’re attempting to do here
at www.mysuccessgateway.com is to be able to identify program like
www.hardtofindseminars.com and share back the results that people are getting by
implementing some of the teachings and some of the programs that are available at
www.mysuccessgateway.com.
Jeremy:
I had actually stepped away from his site for a year just because I had kind
of gotten bogged down in other things I had going and I just kind of put it on the back
burner and I ended up going to a real estate boot camp that I paid a few thousand for. And
by the time I got back from the boot camp, I was kind of feeling like all the information I
learned there wasn’t really any more complete than what I can get from Michael Senoff.
And I turned back to his site and just found that he had added a whole lot more again.
And I honestly I haven’t even tapped into everything he’s got on copywriting on that site
yet. I haven’t been through that stuff. I mean it’s just incredible what he’s able to
assemble. And like I said before, anybody who gives away that much for free, just image
what you get when you actually do buy the product and that was my experience with Art
55
Hamel course and that’s why I’m willing to lay down the money for some other things
with him.
Jim: Yes. Well, we’re giving Michael a really big plug and I think justly so since
you’re able to apply the ideas and the teachings and the principles of what he’s got as far
as information is concerned.
Jeremy:
Jim:
I’m gratefully.
Yes, you’re able to turn that into real world success and that’s the bottom line.
Jeremy:
The other thing that surprised me is just how accessible he let’s himself
be. Probably two or three times in the last year I called him up with a question and he’s
willing to talk. And that’s really great, too.
Jim: Yes, that’s absolutely correct and I’ve been able to do the same thing and he
always picks up the phone and is certainly accessible. Well, listen Jeremy, this has been
very helpful for our listeners and I can’t thank you enough for your time sharing your
experience with Michael Senoff’s www.hardtofindseminars.com.
This is Jim Peake speaking with Jeremy Wood out of Grand Rapids, Michigan
talking about his success that he’s applied using www.hardtofindseminars.com. This is
Jim Peake of www.mysuccessgateway.com.
Michael:
Jim, here’s a thing I want to talk about to your listeners and something
really dear to my heart and it’s something we haven’t talked about and you don’t hear
that much of, but because of technology, it’s something that definitely needs to be
discussed. What it is, is it has to do with editing your audio recordings. If anyone of your
listeners is using online audio or offline audio to market or educate their prospects, this
information will be some of the most important information I share on this three-part call.
Editing your audio content before you publish it to your site simply gets better results
compared to unedited audio content. Now, we’ve talked a little bit about this, but think
about this. A new song on the radio may be in the editing studio for months before it’s
released to the public, or a new movie for that matter may be in the editing for years
before they release it to the big screen or on DVD. A well-written sales letter or online
copy or online promotions or books and commercials are all meticulously edited to
perfection before they are released. You wouldn’t dream of releasing an unedited version
of any of these sales vehicles, so why would you publish unedited audio? Unedited audio
content has been proven to be abandoned by the listener faster. It produces less sales and
it actually somewhat erodes the credibility of the publisher.
Why are we seeing so much unedited content on the Internet? The reason is simple. Until
now it’s been very expensive to edit audio. It’s very time consuming and very labor
intensive. Also, there are very few people who really understand how to edit audio
56
content right. There are very few professional and there is virtually no services offer it for
online audio. I tell people editing audio is like plastic surgery. Its part skill and part an art
form. You need someone with both skill and someone with an artistic ear, and having
someone who understands marketing and selling can be one of the greatest investments
of someone who edits their audio. But a poor result can be gained by both a skilled
surgeon, as well as a good editor, so having the skill isn’t the only way to get the result.
You need that artistic ear and someone who has the understanding of the marketing. So,
who you choose to do your audio editing can be one of the best investments in your
business.
Here at www.hardtofindseminars.com, we have been editing online audio for over six
years. I have perfected a proprietary editing system that gets your customers listening to
your audio content longer and more often and this results in more sales more often and
many times when you have a professionally edited piece of audio content, you can
demand more for it because your sales presentation is better. It’s more compelling. It is
more likely to get this listener to buy what you have to sell, whether it’s a product or a
service. Like in life, you only have one chance to make a first impression. Every time you
publish unedited audio content, you’re projecting a poor, sloppy, I don’t care attitude that
turns off your prospects. Do your prospects a favor and give them professionally edited
audio message, interviews, teleseminars, and selling promotions by editing your audio.
For anyone listening who is interested in doing this, we provide full audio editing
services. I have a team of editors that I’ve been working with for years who I’ve
personally trained. I’m involved in all the editing, as well. Depending on how busy we
are, it’s pretty fast and at a very reasonable rate. Now, we know that editing your audio
content can easily pay for itself ten times over. If anyone of your listeners is doing audio
and using audio to sell or doing teleseminars, I encourage them to give me a call. I’ll
spend some time on the phone. We’ll discuss what they’re doing and I’ll give them an
evaluation on how their audio is by listening to it. All they need to do is contact me (858)
274-7851.
Hi, it’s Michael Senoff with www.hardtofindseminars.com. That is the end of this
marathon, super interview with Jim Peake of www.mysuccessgateway.com. I hope you
found it valuable and if you have any questions whatsoever, don’t hesitate to call at (858)
274-7851 or email me at [email protected]. Thanks for listening.
57
“How To Turn
Your $28 Book Into
A $3,900 Information
Product...”
Keep reading if you'd like a completely FREE 30 day trial of my system
for turning your simple book or even just a concept in your mind into
an information product you can sell for $97, $197, $495 even as much as
$3,900 or MORE...
Michael Senoff's Information
Product Creation System
From the desk of Michael Senoff
Hi I'm Michael Senoff,
I'm a leading marketing consultant and CEO of hardtofindseminars.com the world's leading free resource of marketing audio, hard to find ads and
information for marketing consultants.
I've recorded hundreds of hours of interviews with the world's leading
business experts and information marketers including Jay Conrad Levinson, Vic
Conant, Carl Galetti, Joe Vitale, Herschell Gordon Lewis, Brian Keith Voiles and
more...
And for the first time I'm going to reveal how I I turn a simple book or
concept into a powerful, easy to sell information product.
Some of my information products sell for more than $3,900 and I make a
very good living selling these products...
Could You Be Selling Your Information Product
For $3,900 or more...?
58
Month in and month out I sell my HMA marketing consultants system
online.
In the year 2005, I made over $100,000 in sales from this HMA system
alone.
What makes the HMA system for marketing consultants so special?
What allows me to sell an information product for more than $3,900 when
other systems are selling for a tenth of that price?
The difference is the hours of audio I make available - both to prospects, so
they can see the value of the product before they buy, and as an hugely valuable
added resource to buyers.
How much more could you be charging for your information product by
adding audio?
Recently I've used audio...
To sell over $100,000 worth of a high end consulting seminar in less than 6
months. This training system was sold originally at $5000, then at $10,000, then
the price went up to $15,000. I stopped selling it after it jumped to $20,000, and
went on to create my own audio information product on consulting called the
HMA system.
I've also used audio to sell over 200 copies of the Art Hamel business
buying system ranging in prices from $299, $497, $597 and higher.
The value of this business buying system and the price I could charge has
gone UP three times. Each and every time after I've added new audio.
This is the power of audio..."the more you talk the more you make!" You
can literally Talk Yourself Rich! I've also used my audio recordings...
To make over $100,000 in sales for 2005 and 2006 of my HMA marketing
consultant system. Sales for 2007 are expected to be even higher.
To increase the sales and value of dozens of other products, both new and
used, you can find at hardtofindseminars.com a wide range of topics from online
marketing, barter, copywriting to joint ventures and much, much more...
59
Now you might not sell your information product for $5000, $10,000,
$15,000 or even $3,900, but if you follow the simple step by step directions in my
system...
“I Will Personally GUARANTEE
You'll Create An Information Product Worth
From $97 to $497
That's Designed To Sell Like Hotcakes...”
And to PROVE to you this is not an empty promise, if you act right now I'll
GIVE you all the audio recordings, guides and reports in my information product
creation system on a completely FREE 30 day trial.
In a few weeks, even a few days, you could have your own information
product that you can sell at $100 to $500 a pop.
And you don't even have to be an expert.
Many of the information products I sell are a combination of other people's
manuals and my own audio interviews with leading experts.
I'm selling my own information product packages every week on subjects
where I have little or no expertise.
And you can do the same!
Now I know what you're thinking...
If my product creation system is so good, why would I reveal my secrets to
you?
Two reasons...
The first...
“There Are Literally Tens Of THOUSANDS
Of Profitable Niches Out There
With NO Competition...
“Filled With Prospects
60
Just DYING For A High Quality
Information Product...”
I could never get to all those niches in a hundred lifetimes.
They're just waiting for you to CASH in!
Second as an additional service to my product creation system, I'm
providing an audio recording service where my specialized team and I help you
one-on-one to create your audio information product from start to finish.
I know that a good percentage of the people who buy my product creation
system will want to create their audio program and transcripts the easiest fastest
way possible and they'll hire me to help them.
That's why I'm willing to give you a completely FREE 30 day trial of my
product creation system.
I know there's a good chance you could be one of the very special, carefully
selected clients who use my back-end audio recording service.
So I'm taking all the risk literally giving you open access to my information
product creation secrets FREE for 30 days.
Secrets PACKED into 5 reports and 4 audio recordings including...
1. How To Turn A $28 Book Into A $3,900 Information
Package – full audio and report...
You don't even need your own book to follow this system. Any good idea
will do. I'll show you...
The astonishing secret of why it can be EASIER to sell a $97 or $197
information product than it is to sell a $20 or $30 book...
How your information product can free up your time and attract a flood of
new, high quality pre-educated clients...
The biggest secret of every truly successful business and how you can use
this secret to make your product many times more valuable...
61
How using this simple secret will help you SLASH refunds and massively
increase sales...
And we're just getting started. I'll reveal...
What you must do if you want prospects to line up literally begging to buy
your information products at a premium price...
If you don't know this, your chances of making real cash out of your
products is very slim indeed...
The 5 simple components you can add to your information product and how
to design them from the start so your prospects will be desperate to buy your
package...
The fastest way on earth to get your information product made - if you do
this right it can take you as little as 7 days to create a product you can sell!...
And these information products will be HOT! Read what Michael Morales
wrote about one of my audio products...
Your Clients Won't Believe Your Generosity
When You Overdeliver With Audio...
Hello Michael,
First of all, I cannot believe the generosity and
professionalism that you have put into your CD and web
site. At first I printed the transcripts and read them at
my leisure (reading them 1-2 hours per day). Then I
listened to the interviews, while reading the
accompanying transcripts. They're incredible because
the person you interview gives you their best stuff, much
of it not even in the products they sell. You bring out
some of their secrets and they're glad to do it.
Now I find myself playing some of the interviews while
doing business work of mine. I have it playing in the
background so that it really soaks in. Some of it I listen
to repeatedly, like Luis Arauz, Joe Vitale and Gary
Halbert, and more recently John Carlton.
62
I have bought some material and plan to buy even more.
At times I feel so guilty that I have gotten so much
benefit and you're not trying to sell it to me. It increases
my trust level in you and I find that I want to buy things
so that I learn, and to support your success because I
don't want you to stop.
The time and effort that you have made to make all of
this material available is unbelievable. You're surely
going to heaven and you're educating many people in a
good way.
Well, it's after 2 am, so I guess it's time to go to sleep.
Often I have found myself changing my sleep schedule
because I can't put down the information you provide.
THANKS!!
Michael Morales
And you'll get more…
With your FREE 30 day trial I'll give you...
2. Seven Fatal Mistakes That Will KILL The Creation Of Your
Audio Program Stone DEAD - full audio and report...
This report will save you countless hours and help you avoid the product
creation graveyard where most projects end up. I'll reveal...
The biggest trap of ALL when you create any information product that will
literally stop your progress completely and the simple, almost brain-dead way of
bypassing this trap completely...
An amazing mistake even most leading product creators are making that
can SLASH the perceived value of your audio recordings...
How avoiding this mistake can reduce your costs and the work you do
while increasing the prices you can charge...
63
The one deadly mistake you MUST avoid. If you make this mistake, your
time, effort and any money you put into your project will be completely wasted...
What you must do when you create your information products if you want
long term, ongoing income...
And there's still more including...
3. Front Line Secrets From The Trenches –
Breakthrough Audio Creation Report...
If you're creating any kind of audio information product designed to help
your listeners get more clients or work with clients more effectively you'll be
astonished at the amazing technique revealed in this report...
In just two pages, this report will show you how to add HOURS of high
value audio to a program with the minimum of effort - literally by asking the same
series of simple questions over and over again.
Your prospects will crawl over broken glass with their hair on fire to listen
to this kind of audio.
And there's more in this unique program. I'm going to give you this must
have, tell-all report...
4. Seventeen Roadblocks That Can STOP You Making Your Information
Product And How To Get Around Them FAST!...
This report is packed with the most commonly asked questions and
problems that could stop you from getting your information recorded.
I'll give you FAST solutions so your product will be ready to sell in weeks
or even just days from today.
And what's even more important, you'll have a Top-Of-The-Line product
your customers will RAVE over like my client Millard Grubb...
Michael,
I just listened to the FIRST HOUR of the four hour
series on special research tools on the internet. To say
64
that this material should not be sold because of its power
is an understatement. I am completely blown away by
the rock-solid, down-to-earth, honest-to-goodness depth
of this material.
If you cannot get one piece of information that will
make or save you time, money, or effort...then you are
BLIND! The power this information gives a marketer is
of so much value, that almost any price is too low.
Thank you Michael for hitting it out of the park. You've
outdone yourself this time.
With appreciation,
Millard W. Grubb
And to help you get started right NOW I'll give you immediate access to...
5. The Fastrack Audio Creation Guide - 17 Insider Secrets To Planning And
Creating Your High Value Audio Program In The Fastest Time Possible...
This report and audio are packed with the secret audio creation tips and
techniques only a tiny handful of pros have even heard of to SLASH your
planning time and get you to where you have a finished audio program in a
fraction of the time.
You'll discover...
The little known, simple technique that turns on the creative side of your
brain like a flood gate - giving you idea after idea to put into your audio program...
A series of simple questions that will help you create content for your audio
that your prospects and clients will drool over...
The secret technique all great speakers use that makes your audio many
times more powerful AND far easier to deliver...
And that's just the beginning...
How a simple action you perform over and over every day could be
PERFECT to create high quality content to go into your audio program...
65
How watching TV or going to the movies can help you create a more
powerful, engaging audio program...
Why Cinderella, Snow White and the Seven Dwarfs could all be hiding one
of the biggest secrets to creating an audio program your buyers will never forget...
And the insider secrets packed in this program keep coming...
A closely guarded secret technique only a few of the most successful media
and publicity pros use that can make your audio as sexy as hell to your listeners
and help drive your points home...
The simple way to use the ideas you throw away to turn a $97 or $197
information product into a $497 product your clients will love and eagerly pay you
real cash for...
An astonishing method that makes creating your audio program a breeze.
This method will help you get your program finished in the fastest time possible in
a process you'll find so much fun it will amaze you!...
Finally as a special, limited time bonus gift, I'll give you...
6. A Half Hour One-On-One Audio Information
Product Consultation...
If you qualify I'll give you a half hour of my valuable time explaining to
you how to turn your book or concept into a valuable, high priced audio
information product you can be selling in just weeks - even days!...
I'll ask you the key questions you MUST answer to be sure your
information product will make money for you AND be of high value to your
clients...
I'll help you get around the most common roadblocks most people
encounter and explain to you your simplest, fastest options for getting your
information product recorded and ready to sell in the minimum time possible.
You can ask me your most pressing questions and get advice from someone
who makes and sells information products for a living.
66
And over the last year, I have done many live audio consultations with
students who have ordered my system. I have recorded every word for your
benefit. That's why I'm offering you....
7. 15 hours of My Best Recorded Audio Consultations With
Students Who Have Ordered This System
You'll hear me consult with others like you. These are my prized
consultations. They are too good to offer for free on other areas of my site.
You'll hear real people as they start to turn their ideas and e-books into high
value information products. You'll gain ideas and inspiration from these
recordings that can't match going it alone. You'll have the typed transcripts, mp3
download to play over and over again.
Let me summarize every fantastic resource you can download right now
with your completely FREE 30 day trial...
Your Information Product Creation System Includes...
1.) How To Turn A $28 Book Into A $3,900 Information Package you'll get immediate downloads of the report and audio…
2.) Seven Fatal Mistakes That Will KILL The Creation Of Your Audio
Program Stone DEAD - full report and audio download...
3.) Front Line Secrets From The Trenches Breakthrough Audio
Creation Report - 2 page report...
4.) Seventeen Roadblocks That Can Stop You Making Your
Information Product And How To Get Around Them FAST! - full
report and audio…
5.) The Fastrack Audio Creation Guide - 17 insider secrets to planning
your audio in the fastest time possible - full report and audio…
6.) Your Half Hour One-on-One Audio Information Product
Consultation...
67
7.) 15 hour Audio Of Consultations - Hear me consult others about
how to take their ideas to the next level using audio marketing
secrets…
I'll give you the whole system - every download - for 30 days completely
FREE...
To order, go to:
https://www.hardtofindseminars.com/Audio_Marketing_Secrets_Trile_Order.htm
If you're not completely happy with the quality of information in this
package, your credit card will never be charged.
But I know after 30 days you'll be thrilled with the information and well on
the way to creating your high powered, high priced, high value information
product.
You can claim your free 30 day trial now.
To get started, go right now to:
and my secure server will take your credit card details then send you to the
download page.
Don't worry you won't be charged any money until your 30 day trial ends.
You can cancel your credit card payment at any time in those thirty days you'll never be charged one single, solitary cent!
When I got into the information products business everyone told me I was
crazy. They said it wouldn't work.
They told me to stop dreaming. They said "Michael, get a real job."
Despite all the negativity, the expensive mistakes and the fear, I knew I had
it in me to do this.
I knew that if I was willing to fail that I would learn how it's done.
Look, if you weren't really interested in this, you wouldn't be reading right
now.
68
I care about people. I care about you. I want you to succeed.
You can do this thing. It's not hard. It'll take some time. But not much. If I
can do it, you can do it.
All you need is some direction and some confidence in your self.
I'll do my very best to give you what I know and I'll be your number one
fan to cheer you on. I'll be one person in your life saying... you can do it... because
I believe in you.
To get started, go to:
Yours sincerely,
Michael Senoff
hardtofindseminars.com
P.S. I dare you to become the person your family would be proud of. Imagine the
money you could be making if you had control of your own $97, $197 or $497
information product to sell…
In just a few weeks - even as soon as a few short days - this could be reality for
you and you can find out exactly how to do it completely FREE.
But only if you act NOW!
Claim your free 30 day trial right now at:
69
How to use Richard's simple, risk-free, home-study system to...
Become A High-Paid Marketing
Consultant In 45 Days Or Less...Without
Any Prior Marketing, Business Or
Consulting Experience
In this letter you will learn a simple, painless and inexpensive way to become a high-paid
marketing consultant in the next 45 days -- complete with paying clients and a steady flow of
income that comes in year after year.
It doesn't matter what your current skills are now. And it doesn't matter if you have any
"connections" or business experience.
In fact, all you really need are a few, simple (and 100% proven) secrets my friend Richard
has developed over the years to become a high-paid, in-demand marketing consultant.
And the best part is, you do NOT have to shell out tens of thousands of dollars for these
secrets...and you can even use them yourself...
Almost Free, If You Choose.
I’ll explain the details of this incredible offer in a second.
But first, let me tell you what's in Richard's HMA system, why it really is an absolute "no
brainer" for almost anyone (regardless of your experience) to use, and why you can realistically
be up and running and making money in just a few days after getting it.
To begin with:
If you do your homework, you'll find that there are several competing marketing consulting
opportunities in the marketplace. And I'll be the first to advise you to look into all of them before
you invest into any of them, including Richard's HMA system.
I've interviewed countless people who have paid enormous fees to attend these trainings.
I have received firsthand feedback on Y2 Marketing, Action International, Quantum, Topline,
Peter Sun Consulting, and other opportunities and many of them are actually pretty good.
But what separates Richard's system from the other ones I've seen is that, with Richard's
system, you don't need any previous marketing experience, any business connections or even a
lot of money.
1
In fact, Richard will be the first person to tell you if he can do it...you can do it.
How can he be so sure?
Because when Richard started he was broke himself, and had very poor selling, speaking,
marketing and presentation skills. And even today...
He's Just As Shy And "Introverted"
As The Next Guy.
In fact, the only difference between you and Richard -- the only reason he is making a fast
and easy fortune as a marketing consultant and you aren't -- is because of a simple (very simple)
system he invented after attending a Jay Abraham marketing consulting seminar over 15 years
ago.
You see, Richard discovered that while Jay Abraham really is a marketing genius, his
system (like most other marketing consultant programs today) was not geared toward "ordinary"
people who don't have a lot of money or natural marketing talents.
Jay Abraham, in the early 1990s had credibility, contacts and millions of dollars. The
training Jay taught consultants was taught from his own millionaire perspective.
But Richard was near broke. So broke he had to borrow money from his dad to attend
Jay's training. Richard had no credibility and few contacts.
And when Richard went out in the field to test Jay's teachings, he failed.
Richard did not quit. After years of experimenting and organizing the marketing concepts
into a workable system, Richard began to experience an almost instant success.
Richard had unlocked the code and discovered his own unique "system" to make money as
a marketing consultant that is so easy to follow and simple to learn...almost anyone can use it to
make money quickly, cheaply and even...
While Sleeping Like a Baby
Richard had created a system that will work whether you are a millionaire like Jay
Abraham or broke like Richard, struggling to make the rent.
It's taken Richard 15 years to perfect and tens of thousands of dollars working out the
"bugs", and getting his system so you can approach virtually any kind of business to offer your
consulting services.
And since sharing his system to the public, Richard has created successful, highly paid
2
marketing consultants in the US, the UK, Australia, Greece and even Holland (some who were
totally new to marketing when they started) who are now making it big doing consulting.
Here's why...
With Richard's system all you do is use the tools he's created for you the exact way he says
to use them...and within just a few weeks (maybe even a few days)...you can have a strong,
secure and stable marketing consultant business with paying customers and large fees dwarfing
anything you could make at your regular job.
And best of all:
You can do it all without pressure...without strain...and without the unbearable personal
rejection most marketing consultants endure when getting started.
For example, most people getting into the consulting business believe making cold calls to
get clients is the worst and most difficult way to get clients.
This method is usually reserved for the consultant who has no contacts whatsoever.
While other consulting trainings tell you to make prospecting calls yourself, Richard's
system trains you to pay others to do your prospecting for you.
Take for instance, the telephone prospecting scripts in the system.
All you do is take these proven phone scripts, hand them to a part-time telemarketer with a
copy of the Yellow Pages, and tell him or her to call businesses and read the scripts word for
word.
This simple method for getting new clients works time and time again. You do none of the
calling and you still generate clients.
This way you can be sleeping in, playing golf, or even taking a vacation...and have an
endless stream of fresh, quality appointments coming in each and every day...
Without You Lifting
A Finger.
Plus...
In addition to these proven phone scripts, you'll get an audio training called “How To Get
Appointments” which takes your people step-by-step through the whole process on how to use
the scripts.
3
That means, if you don't want to pay a lot of money for a professional telemarketer, just
hire a student or a stay-at-home mom and give her the “How To Get Appointments” training and
she'll be just as good (if not better) than anyone else at getting you appointments.
Of course, the phone is only one way to get clients.
9 Your HMA system also has already-tested direct mail letters for selling your consulting
services such as:
9 An approach letter and a follow-up letter.
9 A proven collection of postcards designed to generate leads.
9 And even a sample brochure and professional audio presentation
All you do is fill them out, drop them in the mail and you'll have as many appointments as
you can handle -- without rejection, stress or having to deal with any "gatekeepers."
Is it really that easy?
With Richard's system it is.
And with the simple tools he's created you'll be hitting your prospects from every
conceivable angle, giving yourself the maximum chance of capturing those high-quality paying
clients within days of starting your consulting business.
And if you're really ambitious, and want to make a LOT of money quickly, then you can
also use Richard's system to create what's called "the podium effect."
What's the podium effect?
The podium effect is this phenomenon where people automatically respect, trust and
believe people who talk at seminars or small workshops.
And since Richard also includes prewritten seminar and workshop flyers, you can fill a
room, give your presentation, and watch as dozens of people scramble to hire you the second you
step out from behind the podium.
Not sure how good you'll be at putting on a presentation?
No problem.
Because Richard has already created a powerful, professional seminar outline for you -complete with a PowerPoint presentation and all the training you need to be up and running fast.
4
This is the same presentation Richard currently uses to capture clients today.
More on this later.
You won't have to try to figure anything out or structure your presentation. Just plug in
Richard's "pre-made" seminar presentation, follow the word-for-word transcripts and you'll be
delivering a powerful, proven presentation that gets clients fast.
Easy As 1-2-3.
And here's something else to think about:
With Richard's system you won't have to worry about not having a reputation or a "track
record" of helping business owners with their marketing.
If you've never done consulting before, I know what you may be thinking now. You're
asking yourself -- why should these business owners believe anything I say?
You're afraid that they will ask you for proof that you can get results. You think they'll
want referrals before they work with you.
You're thinking that you have no credibility. This is only an illusion in your imagination.
It's a FEAR not based on reality.
I am here to tell you this will not happen to you and here's why.
You must understand that your clients are not interested in you. They are only interested in
the results you can bring to them.
Being a fully certified HMA marketing consultant means you'll be able to draw on the
successful track record of the HMA system.
It's actually pretty simple:
Richard has discovered a proven way for you to use his testimonials, his stories, and his
successes for your business. And by following Richard's simple instructions, you'll be able to
"borrow" Richard's credibility for yourself.
Plus, you will also learn a secret way Richard has invented to "create" your own credibility
within the first thirty seconds of meeting a potential client…
Without Needing ANY Testimonials,
Success Stories Or Past Success.
5
This is one of Richard's "trade secrets."
And it works like gangbusters for everyone who uses it.
But here's the thing...
Getting the appointment or filling a room with prospects is only step one.
You can get all the appointments in the world...but if you can't close the sale, then it's all
for nothing.
Richard knows this more than anyone.
And after spending hundreds of hours and tens of thousands of dollars on "trial and error" - he has created a truly foolproof system that lets almost anyone turn at least 25% (usually even
more) of their appointments into cash sales.
And what makes this possible is Richard's proprietary "opportunity analysis worksheet".
With this simple piece of paper Richard has created, you can walk into any business,
command immediate respect and attention, and literally become a marketing "miracle man."
Reason why is because this opportunity analysis worksheet lets you literally "make over" a
business owner's marketing and show them exactly how you will create real cash profits right
before their eyes.
And if the business owner you are talking with has any desire to grow his business at
all...then he will have no choice but to be impressed by you and want to work with you.
In fact, the opportunity analysis worksheet makes converting appointments into paying
clients so simple, easy and painless...
You'll Almost Think
You're Stealing Candy From A Baby
But you're not.
And when you see how it works for yourself, you'll be shocked at how easy making money
and getting clients can be.
Richard also shows you how to command large fees and even get paid on a portion of the
sales you make for your clients for years into the future.
This is called a "contingency" fee agreement.
6
This should only be used with a client after they have hired you and paid you to do
project work.
Other expensive consulting opportunities teach you that contingency is the only and best
way to sell consulting services.
And it works like this:
If you help your client make an extra $100,000 a year (not uncommon for Richard's
students), and you make a 15% "contingency" agreement with that client, you will pocket an
extra $15,000 on top of your regular fees per year.
If you do this for just five of your clients, you will make an extra $75,000 a year. If you
do this for just ten of your clients you will make an extra $150,000 year.
And so on.
Again, this is in addition to your regular fees. You can typically charge a client anywhere
from $500 to $5000 per project. And most clients will need at least four projects.
Quite frankly...
You Could Literally Get Rich
Off Just a Handful of Deals like This.
And it's so easy once you understand Richard's system.
Because Richard really has done 90% of the "work" for you already.
For example, his system includes...
Endorsed letter samples.
All you do is find businesses that sell similar (but not competing) products and services as
the business you are helping, and strike a simple deal with them where they send your offer to
their customer list for a portion of the profits.
This way, you and your client make a bundle off the initial sales, and an even bigger
windfall from additional sales later.
All from leads that didn't cost your client a penny to generate.
7
Client reactivating letter samples.
This is your easiest way to make fast cash for you and your client because almost
NOBODY goes after his or her inactive clients and customers.
And all you do is take one of your prewritten letters and mail it to your client's inactive
customers.
Watch your clients shake their heads in disbelief as inactive customers (they thought would
never buy again) come back to life -- spending their money with your clients again and again and
again.
And remember, if you set up simple contingency deals with these clients (as Richard
explains in his system)...
You Will Get Paid On All
This Action, Too.
Letter templates.
For things like special promotions, unique sales and other events. Each letter is proven to
work and it's almost guaranteed money in your bank account every time you use them.
Anyway, these are just a few of the reasons why Richard's students report such fast and
easy profits. To hear real stories from six existing HMA marketing consultants in their own
words go to the link below.
http://www.hardtofindseminars.com/AudioclipsH.htm
Learn how they are able to get clients that pay cash so quickly.
This is why I have no problem saying nothing could be simpler than using Richard's
system to make money quickly and easily as a marketing consultant.
And realize this:
Every time you make one of your client's money using Richard's "paint by numbers" precreated tools...
You'll Become Your City's Marketing
And Business Guru.
And you'll have the instant reputation as the guy who turns straw into gold.
You'll be the person your clients won't be able to help but rave about to their business
8
friends who will also want to hire you.
And your whole consulting practice "snowballs" from there until you have an endless
stream of clients and profits coming in so steadily you couldn't stop your money from coming in
even if you wanted to.
As I said before, I have seen all the other marketing consultant programs out there. And I
have not yet seen anything that even comes close to Richard's system.
But you certainly don't have to take my word for it. Because as you will see, you can try
everything almost for free if you want to see for yourself.
But first, here is a quick breakdown of all your exclusive marketing training you will be
getting in your HMA system:
HMA Resource # 1:
This is the HMA "System".
You get all 10 HMA operation manuals showing you each step of the way how to capture
clients and make them real profits. This collection represents the system. Each binder walks you
through all steps of the system. You'll reference these materials as you take your client through
the steps of the HMA system. Richard spent years creating and refining these modules. Each
comes in their own three-ring binder. You'll use these manuals as you follow along in Resource
#2 & #3.
HMA Resource # 2:
1995 HMA Live Seminar Training
You'll own 25 hours of cutting edge HMA marketing training in downloadable audio.
Richard's first live marketing consulting seminar was conducted in early 1995.
Your 1995 training features Richard at the top of his game teaching a room packed with
students his system for becoming a successful marketing consultant. Each student paid $5000 to
attend.
You'll be able to download, hear and learn everything you need about capturing clients and
creating marketing systems for them. It's like having Richard right there with you showing you
exactly what to do each step of the way.
HMA Resource # 3:
9
2005 HMA Live Seminar Training.
You'll get Richard's most recent live training on DVD. This is the same training Richard
did from 1995 but updated ten years later.
You'll see Richard in action in full color and live in front of a room full of students eager to
learn Richard's secrets of his HMA consulting system.
Each DVD is professionally produced. The picture quality and sound is perfect. You can
play your DVDs in your home, computer or portable DVD player.
I've also arranged to have your audio from each of your DVDs converted to downloadable
mp3 audio files.
You'll not only be able to watch this newest training in video, but you'll have full access to
download each audio as mp3 files. You can also burn CDs to play in your home or car CD
player.
Anyway you choose, you’ll sit from the comfort of your home, car or office and have
Richard transform your mind into a human "Hidden Marketing Asset" detector."
After learning Richard's system, you'll be trained to sniff out and find money in virtually
any business lucky enough to retain your services.
Richard's students paid thousands of dollars to learn what you will get in these DVD
training videos alone.
HMA Resource # 4:
HMA GROUP Training Video DVDs.
This is Richard's most recent training, conducting live group training for 15 business
owners wanting to learn how to grow their businesses. The Group-training concept is another
way for you to make money.
Richard discovered that many of the businesses he talked to wanted his consulting services
but could not afford his one-on-one fees.
As a result, Richard started working with manufacturing associations and started doing
group trainings with 10 to 20 business owners at a time.
Each group training would last for two hours twice a month for three months. You can
charge anywhere from $500 to $3000 per business.
10
If you were to do group training for 10 businesses -- and let’s say you charge only $1000
each -- you've just made $10,000 for only 12 hour of work. That’s $830 per hour.
I have never seen an easier way to make money than this.
Imagine using one of your prewritten letters from your HMA system and sending it out as
an e-mail to a list of your local Chamber members at no cost to you.
Then, imagine prospects attending your free seminar on how to grow a business without
advertising.
Then imagine taking your guests through your pre-designed HMA PowerPoint presentation
crafted to sell group trainings and one-on-one consulting services.
Remember the podium effect?
Then imagine having 10 people fighting their way to you with checkbooks in hand ready to
pay you anywhere from $500 to $3000 each!
If you're the consultant who likes action in an exciting group atmosphere and who likes to
make a lot of money fast, this presentation is for you.
Your set of Group training DVDs will show you exactly how to execute this training.
You'll have access to pre-designed workbooks to provide each one of your paying clients.
HMA Resource # 5:
You get lifetime access to exclusive online training and support in your HMA University -including online audio, email, telephone backup and more.
You’ll hear intensive interviews with marketing consultants making anywhere from
$500,000 to $2,000,000 (two million dollars) a year doing marketing consulting. You'll learn
their secret ways of making money and how they run their consulting businesses for maximum
profits and minimum work.
These interviews and trainings are updated regularly and published in your HMA
University. Which means you'll have all the support and feedback you need to make your
consulting business fly right from the start.
HMA Resource # 6:
You get my famous "Joint Venture Magic" course -- including audio training, joint venture
sales letters and sample contracts and agreements. This course sells for $597, but you get it as
part of your system for free.
11
And trust me, if you do nothing else but harness the enormous power of joint ventures -- as
explained in this course -- you'll never worry about money again.
Plus, this joint venture course also includes a collection of contracts and letter of
agreements for use in your consulting business.
You’ll have agreements for Contingency Marketing, Copywriting, Intellectual Property
Rights, Marketing Consultant Retainer Fees, Non-Disclosure Forms, Creating New Profit
Centers, Referral Fees, and many more.
Without a doubt, you would have to pay tens of thousands of dollars in legal fees for a
collection of agreements like these. But this entire collection is yours when you become an HMA
consultant.
HMA Resource # 7:
You get a gift certificate for $1000 off my audio creation service.
This will pay for itself a hundred times over in your first year alone.
Here's why:
If your client can talk into a phone, I can create him an information product that can sell for
anywhere between $497-$3900. I’ve done it myself. I’ve sold hundreds of thousands of dollars
worth of information products using this very system.
And with your help, he can then sell that product, or use it to generate leads for his
business. And, of course, if you set up a contingency agreement...
You Will Get Paid On
These Sales Too.
You'll also get a certificate worth $500 off my audio infomercial service.
There’s nothing better than a hard-hitting audio recording that features the benefits of your
product or service, and there’s no better deliveryman than the Internet.
Plus, you can also use these services for your own business.
When you have your own, unique audio infomercial, you'll literally ooze with the kind of
ironclad credibility money can't buy. And even the most skeptical clients and customers will
many times want to hire you right on the spot.
And perhaps the best part about your certificate is that it can be sold or transferred to your
clients. There is no expiration date as long as you remain an active HMA consultant.
12
HMA Resource # 8:
Free publicity and press training from the "Publicity Doctor".
This is HUGE.
Especially when you set up contingency and commission deals. Because every time you
use free publicity, money will come back to you in buckets, without your client having to do
anything but answer the phone and answer a few questions.
You’ll learn the secret of getting millions of dollars in free publicity for your business and
your clients' businesses in newspapers and magazines and on television and radio.
HMA Resource # 9:
You also get the reprints and resale rights to 23 professionally written business reports
including:
9
Insider Business Strategies: Five Ways to Increase Your Bottom Line Profits Without
Spending an Extra Dime on Advertising
9
Quick-Fix Marketing: One-shot turnaround strategies for 50 different companies. (This gives
you 50 marketing plans for 50 different businesses. Chances are, your clients will fall under
one of these categories, and you can use these reports to make your job ten times easier.)
9
The Headline Bank: 100 top moneymaking headlines.
9
How to Up Your Profit in a Down Economy: 114 Tips and Techniques and Tactics to KickStart Your Cash Flow.
9
Yellow Page Success Secrets.
9
How to Attract More New Businesses with a Riveting Ad that Captures Immediate Attention.
9
How to Use Brochures to Grow Your Business.
And more. (23 in all)
The great thing about having all these reports is not only the business changing
information...but that you can also resell them.
You’re going to have all the rights you need to put your own company name on them, and
resell them to your clients and make revenue.
13
This is a residual income opportunity built in to the HMA Marketing Consulting Training.
You’ll own these reports in Microsoft Word and PDF files so that you can reproduce these
for your clients and sell it to them directly.
HMA Resource # 10:
The use rights (not resale rights) to my collection of 117 hours of audio content and
written transcripts from http://www.hardtofindseminars.com
You'll own the use rights to over 117 hours of downloadable audio interviews, marketing
lessons and transcripts by Bob Bly, Mark Joyner, Gary Halbert, Jay Conrad Levinson, Brian
Keith Voiles, Carl Galletti, Ted Nicholas, Joe Vitale, The PR Doctor, Millionaire Mr. X, Taylor
Trump, Herschell Gordon Lewis, Mr. Arthur Hamel, and many other marketing experts.
You'll instantly have a mountain of new products you can:
9
Use to get more customers, clients, subscribers and strategic business contacts.
9
Use as free bonuses to sell consulting projects and services.
9
Offer as special incentives to help your clients sell more of their existing products.
9
Package and bundle together to make one-of-a-kind products to give away free to build
good will.
9
Educate and excite your clients.
Your options of what you can do with this content is endless.
This content has been a labor of love that has taken me years to build. I've invested tens of
thousands of dollars and hundreds of hours to put this material together. And yet, I'm making
this available to you as an HMA consultant at no cost whatsoever.
HMA Resource # 11:
Lifetime membership to www.hardtofindads.com.
You’ll get over 700 typed word-for-word transcripts from the world’s largest digital swipe
file of editorial style ads by the highest paid and most successful copywriters in the world like:
Eugene Schwartz, Claude Hopkins, Gary Halbert, Brian Keith Voiles and John Carlton.
This is like having a team of the world’s top copywriters on your desk telling you exactly
what to write to make a winning promotion. These ads have pulled in hundreds of millions of
dollars in sales and are proven "templates" that will work for you and your clients.
14
In many cases, you can take what's already been done and "adapt" it to what you're selling.
Products with just half these profit-producing ads sell for over $5,000. But they're all
yours free as part of this super HMA consulting package.
HMA Resource # 12:
24-7 "Remote Control Consulting Services" selling tool.
Selling consulting to people who don’t want consulting can zap your motivation stone dead
and eat hours of valuable time.
You should only be selling your services to QUALIFIED prospects.
And so you get a valuable time saving tool to "pre-sell" the HMA System for you. It’s a
PowerPoint Presentation outlining all the steps in the HMA system.
This presentation will let you send a link to any prospect in the world that has Internet
access and have them learn about what you can do for their business as an HMA consultant.
In other words...it takes you out of the selling position UNTIL they have gone through the
presentation.
If your prospect does this, they are uniquely qualified as a legitimate prospect and are
worthy of your valuable time and expertise.
You’ll get this presentation customized with your photo, your company logo, your website
and your e-mail address branded throughout.
This one tool has saved me hundreds of hours by letting me pre-sell and educate prospects
about the HMA system without my direct involvement.
You’d pay thousands to produce a selling tool on your own like this. But it’s yours to use
and brand the second you become an HMA Consultant.
HMA Resource # 13:
You'll own 100% usage rights to all your marketing tools, sales letters, postcards,
presentations, ads, press releases, client generation reports, client testimonials, manuals, my
million dollar consultants list of service providers and more – everything you need.
What About Support?
As an HMA marketing consultant, you will be in business for yourself, but not by yourself.
15
By that I mean, when you have a question you get Michael Senoff. Not some "customer
service" rep that doesn't speak English.
You get me working directly with you. You get me returning your calls minutes after you
leave a message. You get me returning your e-mail in hours not days. You even get marketing
assets I’ve accumulated over the years -- like my knowledge on direct mail marketing,
advertising and copywriting.
In other words...
I’m Always Here
For You.
And I’m personally going to whatever I can to help you succeed.
If you need something, just ask and I will do whatever I have to do to get any answer
you're looking for. Whether it's asking Richard or going to my network of millionaire marketing
and business experts.
And if I don't have the answer...I will find someone who does.
And finally, as I said at the beginning of this letter, you get to try everything out -- use all
the tools and learn all the secrets -- without having to risk a single penny of your own money.
Here's why:
If you follow this system step-by-step exactly the way Richard teaches, and you don't
capture your first client in 45 days or less...I'll refund 100% of your purchase price.
With no questions asked, no hard feelings, and no trying to "talk you out of it."
All of which means you can...
"Test Drive" This System Without
Risking A Penny.
And I mean that.
I want you to hold my feet to the fire for 45 days. Use the system. Play with it. Compare
it with other systems. And see for yourself exactly what you have in your hands.
And if you aren't making money with this system in your first 45 days, then return it.
16
How much does it cost?
Well, I've done the math, and the tools, resources and personal help is easily $22,000 worth
of material.
Probably even a lot more.
And other popular marketing systems I've seen, with only a tiny fraction of the features in
the HMA system, cost $30,000 plus ongoing fees and even royalties on the money you make. In
fact, that is standard practice -- to take a cut of the money you make with their systems.
But with Richard's HMA system you won't be paying any royalties or fees.
Nor will you be paying $30,000, $20,000 or even $10,000.
No, you can claim your complete HMA marketing system with the tools, manuals, videos,
audio, lifetime access to ongoing HMA university training and all the high powered marketing
resources I've listed and more for just six payments of $995 plus shipping and handling or one
payment of $5970, plus shipping and handling.
Note: The six pay payment plan is NOT a layaway plan where you don't get the product
until all payments are made. You get everything starting with your first payment of $995 plus
shipping. Nothing described in this letter is held back.
Shipping if you live in the USA is $43. If you live outside of the USA, your shipping will
be anywhere between $97 and $250 depending on location. Your Investment for your HMA
system is small compared to what you're getting.
Especially when compared to other marketing consulting courses -- with a lot less value
and with all their fees and royalties.
However, There Are Two Small
"Catches" To This...
First of all...
Do you remember earlier in this letter when I said I was giving you my audio creation and
infomercial at a huge discount?
Well, if you become an HMA consultant you are going to be dealing with a LOT of people
who will want and need that service. And I am hoping you will send some of those people my
way to get these audio services done when the time is right.
If you become an HMA consultant in the next thirty days from the date of this letter, I'll
happily pay you a fat 20% "finder's fee" for any audio work you refer to me. (Yet another way
17
you can make money with this system without so much as lifting a finger.)
But this is another of the main reasons why I'm giving you all this value away at this
ridiculously low price. And I'd be lying if I said I wasn't offering this deal as much for me as I
am for you.
And secondly...
Even though you're free to use your HMA system anywhere without restriction, I will limit
the number of systems I sell within each geographical area.
Richard and I wants to make sure as an HMA consultant you have the maximum
opportunity to profit without competition.
So being accepted as an HMA consultant is not guaranteed and I have the right to say no to
you if I choose. The only way to be sure of claiming your system is to act now to see if you
qualify.
All you have to do is call me personally at 858-274-7851 and together we’ll determine if
becoming an HMA consultant is right for you.
If we’re both in agreement, I’ll send you a payment agreement by e-mail in the form of a
PDF document. You’ll complete it and fax it back to me at 858-274-2579.
I'll then process your payment and send you the membership details for the HMA online
university and I'll rush your HMA system to you by courier.
You can start listening to your online audio immediately while you wait for the rest of your
HMA system to arrive.
And that's it.
If you have any questions at all, call me at 858-274-7851.
Yours sincerely,
Michael Senoff
P.S. Please keep in mind that while it really is easy and simple to make a lot of money with
Richard's system, it is NOT for everyone.
18
I say this because if you and I talk, and it looks like you are not a fit for this and I decide not to
let you be a member, please do not take it personally.
Trust me, there are some people who just shouldn't be marketing consultants, especially with
Richard's system.
It's like me and playing golf. I love playing golf, but I know I'll never be good at it.
And if someone was selling a product on how to improve my golf game, and they were
qualifying people just as I have to qualify people for Richard's system -- I would most definitely
not be a good fit. Because I just will never be good at it and it would be a waste of my money to
buy the product.
And the same goes for the HMA marketing consulting system.
There are some people who just shouldn't do it. And if it's not right for you, then it's nothing
personal. And if you want, I can even help you find another opportunity that will be better for
your situation.
But the only way to find out is to give me a call at 858-274-7851.
If you get my voice mail, please leave your name, area code and phone number. Say that
you are calling about the HMA system and I'll call you back at once. Please do not e-mail. I get
so much SPAM that your e-mail may never make it to me.
PSS. Are you still not sure? Do you need to hear more information? You can hear hours of audio
interviews with other HMA consultants at the link below. You may also download and read the
printed transcripts. All you have to do it go to
http://www.hardtofindseminars.com/HowToConsulting.htm
19

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