Big Dog Panel

Robert Gibson, Lorrie Morgan, and Joe Polish conduct a wide-ranging discussion.

Topics include:

• Effective Radio Advertising,
• How to get publicity in newspapers
• How to get on TV/How to be a good guest
• Using video as a selling tool
• The most effective social media tools
• Successful networking
• Using contests to promote a membership site

On the panel are Robert Gibson, Lorrie Morgan, and Joe Polish

00:35 Robert Gibson: The secrets to his success with radio advertising

His ads are very targeted to specific audiences.

Got better conversion by sending people to a website than a phone number because they are more motivated.

They don’t get as many leads but the ones they get convert better.

To get better rates, call the radio station back at least 3 times with a specific request. You will talk to different people each time.

Harlan: Buying remainder time on the radio – $800 to $850 per spot for remainder time.

4:55 Print and TV –

Robert: Most important thing is the research. Want someone who is sympathetic to your cause.

Where would you fit in?

Read articles from columnists to see who is genuinely curious and wants to get a good story.

He approaches a columnist by email. He starts with a recent story that he liked.

Subject: Re: (story title)

6:48 He goes on to give a sample email telling what he might say.

He goes 5 deep. sending emails to 5 reporters who would be good prospects to interview his client.

Don’t promise things you can’t deliver, make sure you hit the deadlines that you set.

This can take awhile with a lot of back and forth before you commit to a story.

TV: Research the bookers/producers. Read their interviews, check out colleges to see if there is any commonalities.

Make sure when you are on a TV interview you give good answers to the questions. Not just “you” or “no”.

Become a resource for the producers. If they make a request you can fill, do a good job.

Press kit: He sends out personalized information. What is of interest to them?

You have to be sure to know the person that is going to interview you because they have total control over the content of the article and could rake you over the coals if they want.

19:15 Joe Polish – Video

One of the first people to use quick videos in marketing.

What can you add to what Mike Koenigs said?

Dan Kennedy calls it “Canon cloning”. Quick video about what you do.

He has his technicians carry video cameras to catch testimonials as soon as they finish and the people are still excited about the results.

24:12 He demonstrates what he does at seminars by interviewing John about the Action Seminar.

People are too uptight thinking everything should be perfect. We live in a reality TV age.

As long as there is substance it doesn’t have to be too pretty.

29:00 John: Two types of people are successful: Slick con-men and the guy with total substance but kind of sloppy

People are frozen where they are because they don’t know where to go. You have to know the first step and and next step. What do you need to do, what aren’t you doing that you should do, do you even know what you need to know?

34:40 Question: How do you get someone to give you a testimonial if they are shy?

Joe: Just ask. If you have given them value usually they will want to say good things about you.

John: Make sure to frame the question properly. Get them excited about the service and remind them of how happy they are.

37:36: Lorrie: How do you use social media?

Facebook and Twitter are the ones where I have the most traction.

Etiquette: There are ways to get your message out without being salesy

How she is using it: Be a resource. She posts 10 personal things for every one sales message.

Twitter: Have a face on your account. Re-Tweet stuff from people of influence and valuable info so you become a resource.

Don’t spend more than an hour a day with it. You can use a platform like Hootsuite to schedule your posts/tweets.

It is a bit difficult when you schedule tweets because you should be there to respond.

She also mentions Socialoomph.com

You can connect facebook and Twitter but there are different languages for each so it may be a bit tricky to do that.

44:24 Networking:

Question for Joe Polish: What tips do you have?

In any social situation you either have rapport or are trying to escape.

I am an introvert, even though it doesn’t appear like it.

I learned that in order to earn money you have to talk to people at some point. I want to learn as much as I can from smart people.

Take the attitude that if you have good information to share and someone doesn’t like it, who cares?

I try to bring out a fun liveliness I always try to find out what people want. How can I do anything that will help. In return, they will probably want to associate with you.

He is going to be meeting with Bill Clinton and is working with Nelson Mandela, and anyone can do this if they put their mind to it.

50:00 John: There are 2 types of people in the world. The players and the ones the players are trying to avoid.

It is ok not to be the life of the party but the Players often like things a bit crude. You have to earn your way to their table and you will be stopped along the way.

Joe was the kind of person who would knock on doors and not go away. He is not phoney. A player is not interested in anyone who isn’t genuine and doesn’t know what they want.

53:54: Membership Sites

Joe has contests, even though he was warned that it didn’t work. He used to work with Bill Phillips, who was into body building and used to run physique contests among members of his group. He noticed that while involved in a contest the member’s purchases from him would double.

Joe found that contests had to do the following in order to increase sales:

1. Had to have measurement and tracking, and
2. reward people if they reported their progress (everything measured improves…everything measured and reported improves exponentially)

57:08 Joe tells a story about how he used a contest to fill a $10,000 mastermind when the top mastermind of the day was $3,000 (and how he got around the lottery laws).

1:01:00 Joe: Used the contest to increase the intensity of his client’s experience in his coaching and this exponentially improved the engagement of his clients with a significant increase in the testimonials

1:02:40 Lorrie: What is the “do not do” in social media

Lorrie: The biggest one is outright selling. Use social media to increase bonding, not to sell.

Twitter: microblogging: cannot outsource this. Take 1/2 hour in the morning and afternoon. Try to keep tweets to 120-130 characters to leave room for comments when followers retweet.

Use keyword search tool in twitter and you can find people in that niche to follow

There are a lot of diverse suggestions here, so pick one that speaks to you and use what the speaker said to apply it to your situation.

One example: Video testimonials

1. Contact your best customers/clients and find 5 that will agree to be on camera and testify for you.
2. If they don’t have equipment and the ability to create a video you have a few options:
3. If they are in your local area, go record the testimonial yourself.
4. If not, you can either send them an inexpensive camera, let them do the recording and send it back, or you can do a screenshare video with software like Zoom.com
5. Go step by step, evaluating periodically to make sure you are on track.
6. Render and upload the video to Youtube or Vimeo.
7. Embed it on your website or sales letter.
   
   The testimonial should be as specific (dollar amts earned, exact time saved, etc) as possible and not too long. Offer to include the client’s website and company name if appropriate.

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