MMM: How To Get Them Folks To Give You Their Money - Online and Info Product Marketing

MMM: How To Get Them Folks To Give You Their Money

Marlon's Marketing Minute
November 14, 2009


Marlon here.

This week's Marlon's Marketing Minute article:

If you need this in plain English it's:

“6 Steps To Get Them Folks To Give You Their Money”
Stated a little bit more professionally….

6-Step Conversion Action Plan

How to Get Those Sales In The Door
No Matter What You Sell or Who You Sell To


— Special shout out to UK'ers and Aussies in this issue!
— Why I don't trust stats programs
— Why you need to see traffic real time
— Finding different formulas for different traffic sources
— 6-step conversion plan
— Why you should NOT start with your squeeze page
— When you DO use a squeeze page

This week I explain how to get people into your
marketing funnel and get 'em to give you their
money — now!

If you don't have a reseller ID, just go to:
Best Affiliate Program and sign up.  It only takes
2 minutes.

There are several ADS at the end of this ezine.  You can replace
all THOSE with reseller links if you want.

Marlon Sanders

PS: After you read today's article, please pass it along
on your blog, email or just to a few good friends.

Then hit me back on my blog.

I personally comment back. Let me hear from YOU!

PPS:  Other marketers TEACH one thing while they DO another.

So they USE trick video to SELL you but then teach you other
methods.  They DO one thing and TEACH another.

I TEACH what I DO — even when it's CLEARLY in my self disinterest
to do so.  I speak out and mention FORBIDDEN words like “work.”

I have the GUTS to stand up and tell people they need to produce
something and this is how money is really made.  This causes
some people to NOT buy because they want “the dream.” They want
to push a button and have money magically appear.

I am the lone voice in the wilderness.

I teach the road less taken.

I am the narrow road to success.

This is who I am and what I do.

If you don't like it or can't deal with it, happy dreams.

Marlon's Marketing Minute
Electronic Newsletter
Vol. 4, #41, November 14, 2009

This issue contains:

A. Sponsor Advertisement: Cash Like Clockwork
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B. Announcements from Marlon (Important)

C. Main Article: What's your core innovation?

D. Services You Can Use

Brought to you by: Marlon Sanders – Publisher


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B. Announcements from Marlon

Ateam Members

I have to edit the last 2 webinar videos. This will take
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Best Internet Marketing Ezine Articles

There is a squeeze page.  The idea is for you to enter
the email address you actually READ! I'll send out a version
later where you can bypass the squeeze if it bugs you.

C. “How to Ramp Up ANY Sales Process For Anything”

I don't care what you sell or who you sell it to.
There are basic steps you follow.

You're reading this because you have something to sell.

Whatever it is you sell, let's talk about how to sell
more of it or get sales coming in to begin with.

1. Do NOT start with your squeeze page

When you're trying to create an offer that converts,
you don't want a squeeze page.  That comes later.

First, you need to find out if you have something that
people will buy — at all.

Rule 1:  Send your visitors/traffic to a conversion page.

This is only to start.  There is an exception to this
rule I'll discuss shortly.

2.  SEE your traffic real time. Don't trust stats programs.

Stats software like Google Analytics is ok.  I'm not that
crazy about what it shows me.  I see a lot more visitors
reported by it than actually exist sometimes.

There are probably explanations for that like cookie
stuffing and other things that are too technical to discuss

The point is, you want to SEE the visitors with your own
two eyes.

In an upcoming Ateam call, I'll discuss how I do this and
what the options are. But the main thing to know is you
want to SEE your visitors.  All these fancy stats programs
are ok.

I don't trust them.

I want to look at my site and SEE the visitors live right this
second who are on my sites. That is the data you need to make
marketing decisions.

Let me give you an example:  My stats programs show that I have
a lot of visitors from the United Kingdom. I've certainly had
a good following there in the past from speaking at seminars.

But right now as I'm writing this, in the U.K. it's 10:56 a.m.
I SHOULD be seeing lots of folks from the UK on my sites. Yet,
in looking at my traffic LIVE — I don't see my UK folks.
Well, I have one person from London on my Web Site Design Dashboard
site at the moment.

Now I know I need to take action about this.  I've got to
rally my UK folks!  If you're from the UK, give me a shout
out on my blog at and tell me how I can better
communicate with you.

If I trusted what I see in my analytics programs, I'd think
everything was ok.  I'm sending this ezine earlier than I
normally would to see if it snags some of the UK traffic.

Trust what you see real time with your own eyes.  And again,
there are a number of options for doing this and maybe I'll
write an ezine issue on it in the future. But if you're an
Ateam member I will be discussing this in the next call or

Another example is my Aussie traffic.  It's 8:53 p.m. in
Australia and I should be seeing more traffic from Australia!
What the hay is going on in Australia right now?


Gimme a shout out on my blog at  Let me know
what's going on for you.  Are you getting my ezines at a good
time? Or are they arriving in the middle of the night and
getting buried?

I'm joking of course. But the point is, if I couldn't see the
actual, real visitors on my web site and I just trusted what I
see in Google Analytics, I'd have a completely different read
on this.

I'm not saying a Google Analytics pro can't get the info they
need. And I'm not even targeting that program in specific.

I trust my eyes. I trust real time traffic. That's all I'm

3.  Find that magic formula

I'd use the word “amazing” in place of “magic” but I imagine
that would send this ezine to the forbidden folder in your
email box.

The idea is that there are different formulas that sell for
different traffic sources.

Example:  If you're getting traffic from affiliates, you normally
need a higher price point so your affiliates can get a nice

If you're selling via direct mail, you likely need a $60 price
point so a 1% response will break even.

If your traffic comes from pay-per-click or organic, you want
an absolutely irresistible offer.

This means studying what the competition does and doing thou
likewise.  To start with, don't reinvent the wheel.

Later, find your uniqueness. To start with, don't be so creative.
Do what is proven to work.

My friend Lee McIntyre (a UK guy) uses affiliate traffic and
a low-priced front-end offer. But he adds on recurring billing
and upsells (offers after you buy the first one).

You have to treat different traffic sources differently.

For my traffic, I'm finding that I need to change up my offers,
lower some price points, go with more upsells.

But there's more than one way to do it.

My oldtime friend (and competitor back in the day) Terry Dean
gets really great organic traffic. But he nurtures traffic with
lots of articles and a very low key conversion traffic. That's
Terry for you. Drip. Drip. Drip.  Those articles post to his
blog like clockwork.

And before you know it, you've built trust and bought.

I really find that approach refreshing.  And I think I may like
it better than how I'm approaching my list right now.

Have a clear strategy.


Some people offer you a really cheap widget (could be any
product or service). Then they immediately present you with
upsells or additional offers.


Because a body in motion tends to stay in motion. Someone
buying one thing is likely to buy another.

That's one approach.  It's valid. It works.

Someone like Terry Dean has another approach.  He drips content
steadily and doesn't really hammer the upsells.  It's all relationship.

There is no right or wrong way here.  It's an art.

I think you probably do make a lot more with immediate upsells.
It's also more technical at the moment to set up, although
Automate Your Website will shortly be rolling out an upsell
module to make it easy as pie.

There's also the customer service issue to think about.  Sometimes,
people take an upsell and forget about it. That increases
refunds and chargebacks.

4.  Learn the art of the irresistible offer

At heart, you sell by making an offer that has so much value
compared to someone's pile of money that they can't refuse.

Stack the value.

That's the secret.

You don't sell in a vacuum.  People are comparing what their
money will do if they give it to you vs. other alernatives.

The “free line” does move and increase.

I don't care WHAT you sell nor WHO you sell it to. The process
is always the same.

You get people in your sales funnel, usually with a no-risk
offer. That could be a really inexpensive widget. It could be
a teleseminar or other event that is low risk and low cost or no cost.

Then you present your sales story and work your way up the
funnel.  I presented this many years ago in the Twister Marketing

The Non-Conversion to Conversion Action Plan

Here are some things you can do to boost your conversions:

1.  Start off with an initial offer that is very low priced.

In my market, that would be under 10 bucks.

2.  Add testimonials and proof

People are skeptical.  Don't overlook the testimonials.

3.  Add upsells to boost your revenue

If your initial offer is low in price, you still need dollars
to pay affiliates commissions.  That's where offering other
products immediately on upsells comes in.

4.  Monitor your traffic real time

5.  Work the relationship via emails

6.  Split test

I haven't discussed the last point. But you can use Google
Website Optimizer to split test your pages to find out what
works best.

This is highly recommended. But keep it simple.  To start with,
go with simple A/B split tests.  You know, test one page vs.
just one other one.

7.  If all else fails, use a squeeze page

That's right.  If you lower your price, add bonuses, add
testimonials and proof and do all the other conversion tricks
and people aren't buying, check your live traffic monitoring
to make sure you have real visitors.

And if you do, THEN put up a name squeeze or email capture
page. If people won't even give you an email address for a
nice targeted report, you don't have a message-to-market

Your people aren't in the market for what you're offering
them. You have a problem with your traffic.





Build relationships.



It's breathing. First you attract and PULL.  Then you process.
Then you exhale or push.

Attract.  Build relationships. Sell.

Inhale.  Process.  Exhale.

This is a law of the universe.

Marlon Sanders
The King of Step-By-Step Internet Marketing and
“The Ambassador of Old School Marketing”

Marlon Sanders helps people with hopes and dreams figure
out how to turn those into reality by selling stuff on
the Internet


REPRINT RIGHTS: You have permission to use the above
article without omission and including the resource box.
You have the right to insert your reseller URL for any
products I mention


D. Services You Can Use

(If you want to post this ENTIRE ezine, you can replace the
following links with your RESELLER links.  Get your links
at Top Affiliate Program —

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That link there would be a tracking link and NOT an affiliate link.

Tinu's seo stuff is BRILLIANT and evergreen. It STILL works


Copyright 2009 Higher Response Marketing Inc.
All rights reserved.

  • Paul says:

    Hello Marlon,

    Just to let you know that I've been receiving all your emails for years now and still enjoy, learn from, and chew on each issue. It's seems like a note from an old friend. I have had the problem of not getting some of my newsletters from other people. So, the few people I really want to hear from and listen to (and you're one of them – it's a short list) I subscribe from 2 email addresses. If that's ok with you. Anyway thanks for your work, help and braincells. For what it's worth, I'm always out there because you are too.

    [Hey Paul, how are you? Yep, you can subscribe with multiple email addresses. Not a bad idea considering some isp's block different emails based on content. Thanks for your kind note.]

  • Sam says:

    Don't think I'm getting your eZine.

    [Sam, I send it out every Saturday around 9-10 a.m. CST. Check your spam folders and WHITELIST me and add to your address book. You may need to re-subscribe.]

  • Tom says:

    I'm signed up now. Thanks for the update 🙂


  • Adrian says:

    Hi Marlon

    Long time, no hear! Obviously I got your email "Have you been getting my ezine?" on the 14th November but this was the first one I recall getting from you in a long time (guess a couple of years or so).


    [Hey Adrian, how are you? Go to and re subscribe. See if that gets you on our regular list.]

  • Tom says:

    Hi Marlon,

    Believe it or not, this is the first time I ever remember receiving anything from you. I'll bookmark your blog so I can keep up to speed with you.



    [Hi Tom, you subscribed to our 7 day ecourse at to get on the list you're on. But you need to get on our regular lists by going to and subscribing. You get a cool gift too.]

  • Edwina says:

    Hi Marlon,

    Nope, I haven't received your ezine in ages.

    [Hi Edwina, you might want to go to and re-subscribe. You get a cool ebook too. Apparently somehow you fell off the regular list.]

  • Hi Marlon,

    Yes, I get your newsletter like clockwork — never mis a copy.

    All the best to you!


  • Darrell says:

    Hi Marlon,

    I have not received your magazine (or your email) for a long time; this is the first one from you for some months.

    Best wishes,


    [Hi Darrell, you might want to re-subscribe at You must have fallen off the list somehow! Appreciate u letting me know.]

  • Gary says:

    Hi Marlon

    I am quite a recent subscriber but wanted to confirm receipt of the mailings and to thank you for creating a special 'UK version'.

    I am currently selling a £9.99 monthly membership. Does your recommendation of not using a landing page apply to this too?

    I am using leaflet distribution to an offline audience which is working quite well for me. I am directing them to a free book first on a landing page and getting about 5 subscribers per day after putting out 500 leaflets.

    Many thanks for the excellent information you send out each week.

    Best wishes


    [Gary, if it's working, keep doing it! How are you distributing that many leaflets? By mail or hand distribution?]

  • DeaconDavid says:

    Hi Marlin. Yes, I have been getting your MMM ezine. It is one of the few that I actually look at. You always bring good info and I appreciate that. Keep up the great work.

  • William says:

    Just letting you know that I have NOT been receiving your ezine for a LONG time. This is the first email I've gotten from you in probably over a year or more.

    [Hi William, ok thank you very much for posting. William, if you go to any of my web sites like and opt in again with your email address, you'll get on my current list. Somehow I think you didn't make it onto my current system.]

  • I've used this model a couple of months, and the conversion rates was pretty high. As a results, I got many subscribers and made a lot of backend sales.

    Now, I've raised my product prices a little bit to make more on the front end and be able to spend more on advertising, but I am coming back to the old model.

    Very low flagship offer and progressive back selling "moving the free line" style.

    It seems that it's the future of IM, I don't know. Now you see free and $1.00 ($4.95 for clickbank) trial offer everywhere.


    [Franck, yes it's the current wave. You need a good upsell system in place to make it work. Alternatively, you can develop a really, really tight relationship with your list like my friend Terry Dean does..]

  • Chris Nizzi says:

    Hi Marlon

    Just to let you know the UK is alive and kicking.

    As usual, great content.

    Differences between the 'Special UK Edition'and the other Marketing Minute are interesting. Is this a split test because you think the UK market responds that differently?

    Kind regards


    [Chris, I'm not seeing the UK traffic I used to have and I'm trying to troubleshoot it and find out what's up. I figure if I customize something that will get the maximum number of responses to give me feedback.]

  • Ray says:

    Hi Marlon,

    I'm writing from the UK. I have just received your UK edition at 12:30 PM, your regular edition came in 40 minutes earlier.

    Saturdays are a good day to send out stuff, as usually it's a quiet day for emails. But to me it wouldn't matter what day you sent me Marlon's News as I always open your emails. The reason being I know that I am going to get a lot of great info from you. I am sure many of your subscribers feel the same.

    During the last week I have unsubscribed from about 20 Marketers,some of them big names, as I am fed up of constantly being sold to by these people. If they sent some interesting content from time to time I would not have been so ruthless with my delete button.

    Relax about the timing of your posts Marlon,it's how the writer presents himself and his content, that determines if I click open or delete!

    Cheers, Ray

    [Hi Ray, glad to hear that! I'm looking here at my real time visitors though and just not seeing the people I should from UK. I'm wondering if my emails are getting through.]

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