Stick Strategies

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About Joe Polish Joe Polish’s Tempe, Arizona office — headquarters for Piranha Marketing — is often referred to by marketing insiders as “action central” for much of the entrepreneurial world. Though he made his fortune in an almost invisible niche by telling carpet cleaners how to crush the competition and turn their small local businesses into money-churning machines, he is now among the most well-known, respected, “complete marketing geniuses” in the world. Consulting clients from many different countries each happily pay up to $10,000 a day just to hear his advice. His “boot camps” attract convention-sized audiences full of famous entrepreneurs and many of the “superstars” of marketing and advertising. In a business environment bristling with false prophets and bad advice, Joe’s unique mix of real-world experience and stunning financial success has earned him a spot among the most trusted experts alive. His one-ofa-kind recorded interview series, “The Genius Network” is a “Who’s Who” of super-savvy marketing and advertising brilliance. No one refuses an interview with Joe. He has the gift of gab and the insight of a business veteran who’s earned his success. The “best in the biz” seek him out. He knows the good, the bad, and the ugly of what’s working — and what’s not working — on the Web, in infomercials, in direct response ads and direct mail, in niche marketing, in personal coaching and in every critical area of the entrepreneurial landscape. The business world is moving faster than ever before. Staying close to the action means paying attention to Joe Polish and Piranha Marketing.

71 © 2005 Joe Polish and Alex Mandossian

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About Alex Mandossian Alex Mandossian is considered one of the top 10 freelance direct marketers in America today and owns one of the largest marketing libraries ever assembled ... with over 1,800 rare books and volumes dating back to the 1800’s. During the past 14 years, Alex has helped his clients generate over $203 million in sales from TV spots, infomercials, QVC, Home Shopping Network, national retail catalogs, space ads in Parade Magazine and USA Weekend, direct mail, web marketing, and of course, postcards. With one of Alex’s websites that sells just one product, Alex makes fivefigure cash profits every month, and has done so — on auto-pilot — since that site went live in April of 2001. Teleseminars are his primary moneymaking tool to boost sales and profits without having to spend a penny more on advertising. Alex has consulted Carnegie Training, New York University, 1ShoppingCart, Mutuals.com, Rokenbok Toys, and with top business leaders such as Mark Victor Hansen, Les Brown, Brian Tracy, Joe Vitale, John Childers, T. Harv Eker, Dr. Stephen Covey, Harvey Mackay and others. Alex runs his information publishing business from the comfort of his home near San Francisco, CA where he lives with his wife, Aimee and two kids — Gabriel and Breanna.


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The Stick Strategy Secrets Modules I

PREVIEW CALL: “Stick Strategy Secrets Introduced”

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MODULE 1: “No-Staff Selling System & Automatic Lead Generation”

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MODULE 2: “Voice-Fax Broadcasting & Proven Script Templates”

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MODULE 3: “Client Bond-Builders & Snail Mailing For Dollars”

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MODULE 4: “The Social Proof System For MORE Sales & Profits”

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MODULE 5: “Referral Maximization & PR Money Machine Secrets”

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MODULE 6: “Direct Response Networking For Dollars (Turn Pro)”


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Alex:

Welcome to Stick Strategy Secrets MODULE 1: “No-Staff

Selling System & Automatic Lead Generation.”

Having an online mastermind group is a stick strategy that works

I want to make sure you have the notes page. Please go to www.StickStrategySecrets.com/class1.pdf. We’re going to get started. This is going to be a great session because this is the first of six. We would greatly appreciate it if you would go to www.StickStrategySecrets.com/feedback.

Give

us

a

testimonial or any kind of feedback you’d like. We’re going to have a website up, and we’d like to include you. Finally, join our mastermind group and please add your picture and AudioGenerator™ message. It’s very important. Joe and I will be up there, also. That, by the way, is a bonus stick strategy. Having an online mastermind community in any type of activity you do, business-to-business or business-to-consumer, even businessto-government, is a very strong stick strategy that works. You’ll get people to stay on, avoid losses, maximize profits and minimize losses, which is the theme. Once again, it’s

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www.StickStrategySecrets.com/mastermind. Let’s dive into page number two of your notes. Joe, you sent me this quote by Peter Drucker the other day.


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Why don’t you go ahead, read it and tell me what it means to you. I think it’s very relevant to this module.

You can either take action or you can hang back and hope for a miracle

Joe:

The quote from Peter Drucker says, “You can either take action or you can hang back and hope for a miracle.” This had a lot to do with something I recently mentioned on the introduction session we recently did. The point is that it’s not what you can do. It’s what you will do. The difference between having success and having no success is your ability to take action or not take action. Everybody who’s reading this has heard this in a variety of different ways throughout their lives. The point is, I want to use this as a theme as we go through the six modules together. You can either take action or you can listen and get a bunch of good ideas. A good idea or a brilliant idea not executed is no better than a terrible idea or no idea whatsoever. What it means to me is that in this module, we’re going to

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build a foundation. We’re going to give you some capabilities, strategies and ideas on things you can immediately use that I have used.


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I have taught thousands of people what I am going to share with you. Many of them are in the carpet cleaning industry, which is a business that nobody wants to buy.

Build a relationship, intensify that relationship and make it more and more intimate

If all of the strategies that we will share with you work and have been proven to actually work in an industry selling something that nobody wants to buy, imagine how well it will work for someone that sells anything that somebody’s interested in buying and can help enhance their lives. It’s all about taking action.

Alex:

What people don’t do is take action with stick strategies . The very reason why we’re doing this course is because people forget, after the sale and even before the sale, how important it is to build a relationship, intensify that relationship and make it more and more intimate. This session is all about one thing, and that is the no staff selling system and automatic lead generation. We’re focusing on one thing, which is 24-hour recorded messages. Here’s your action plan.

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Number one, we want you to decide on two recorded message tactics to test. The key word there is “test” two recorded message tactics.


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You can start these right away, the moment you finish reading this session.

Nothing happens without a prospect

Number two is write two recorded message scripts. We provide a few of them for you, and you can use them word for word and add your own products or services, or you can revise them in any way. You certainly have a blueprint to work from. Number three is get set up with a reliable recorded message vendor. We’re going to give you one here. There are many out there, but we’ll give you one we work with. Number four is place ads to drive prospects to your recorded messages. Nothing happens without a prospect. You need to place ads so that you can robotically educate and pre-qualify them. Joe, there’s a little flow sheet on the bottom of page two of the notes sheet. It includes offline mail postcards, web audio postcards, yellow page advertising, package stickers, package insert ads, business cards, so on and so forth. They all lead to recorded messages. What does robotically

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mean and what does it mean to pre-qualify prospects? This is something you do better than anyone I know.


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Joe:

Well, thank you. Basically, robotic means that it’s automatic. It requires no

You want to automatically educate your clients

human effort. It is a machine that works 24 hours a day, seven days a week. It never complains about a headache and always shows up on time. Depending on the program of the script, the message that you program the robot with, it will always deliver either a compelling, wonderful, powerful, robotic script, or it will program anything you put in there, be it a thank you or an educational device. Robotic is self-explanatory. Just think of anything that is automatic. It automatically educates. One of the biggest things that transformed my business when I started out as a dead broke carpet cleaner in the early 1990s, living off credit cards and not having any clue how to generate business was systemizing the selling process. I was able to can and clone a powerful message and then send it out to people in all kinds of various forms. If you look on the flow chart, off line mail postcards, web audio postcards, Yellow Page advertising — those are all

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delivery systems. Fliers, door hangers — there are a variety of ways you can actually communicate and promote a robotic message.


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The key first is to get the message down and have it recorded. Then, there’s a variety of different delivery systems you

The best type of marketing is the quickest path to the sale

can use — offline or online. A website is nothing but an electronic brochure. It’s just a delivery system. The message is how you want to communicate it. What I mean by pre-qualify prospects is marketing. My favorite type of marketing is the quickest path to the sale. It’s when you sell in advance. If a prospect or an existing client listens to a free recorded message what is happening is it is robotically selling them in advance — building rapport without you physically having to be there. Imagine how musicians actually sell CDs. They go into a studio, they record music, and they stamp it out and robotically deliver their music to people over and over again. This is no different. The only thing is what is your product or service, you process and what delivery system you are going to use this robotic system under.

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One thing is really critical, and I’d like you to write this down. Above “pre-qualified prospects,” on page two of your notes, I want you to make a little note with an arrow that says, “time management marketing.”


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You’re going to learn from me and Alex throughout this entire six modules the most powerful ways to lead generate, to communicate with clients that already exist, to

In these modules, you will learn to lead generate and communicate with your clients more effectively

remove buyer’s remorse. But, the wonderful thing about all of this is that, if you have a great selling system in place at your company now, no selling system whatsoever or one that really needs some improvements, this is going to enhance everything you do by many levels if you implement it. What I mean by that is, if you already have great salespeople or you have a great delivery system of something you’re doing but you’re not currently using any robotic methods or free recorded messages, this is just going to add steroids to whatever campaigns you have that are working well. If you have nothing whatsoever, you now have something that you can equip your team with. This will save you enormous amounts of time because the messages you communicate to people will not have to be done live. You can have someone listen to a free recorded message 24

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hours a day, seven days a week, on weekends, at 3:00 in the morning, it doesn’t matter. This will not only effectively help you make more sales, keep more sales, increase rapport, increase referrals, it will save


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you enormous amounts of time because you will learn through this process how to can and clone yourself so that you can do it through Memorex versus doing it live.

A free recorded message is always on, never asks for a pay raise and can be changed

That’s why I refer to it as pre-qualified and time management marketing. If you set up your marketing the way we’re going to teach you, you’re going to be spending your time speaking with people that are pre-qualified, pre-disposed and pre-interested in either doing business with you or continuing to do business with you.

Alex:

That’s correct, and the two things I want you to remember before we go to page three of your notes and dive into case study number one is this. Once you get a bunch of prospects coming to your free recorded message, they are not calling your office. You are no longer educating them live with a person. A live person, whether it’s you or someone else, can be in a bad mood. They could’ve gotten into an argument with their pet, with their spouse or with their children and they may not

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be up for the sales process. However, a free recorded message is always on, never asks for a pay raise and can be changed.


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If your ads are bringing in lots of prospects, and you’re not having a lot of prospects leave their phone numbers, emails or whatever contact you’re asking for, then change the message.

The key to these messages is to test them and make sure they are bringing in a lot of prospects

If your ads aren’t bringing in people, then change the ads. It can be a Yellow Page advertisement, a flier, a doorhanger, consumer awareness guide, a web audio, a billboard, a business card, all of the things we’re going to be talking about. You’re either going to change that and test and tweak it to get as much throughout into your recorded message or change the recorded message so that you can get more stick, you get more people to leave messages. You see at the bottom of page two, there’s an arrow that goes to “Robotically” educated, pre-qualified prospects. Do you notice how that’s done in the past tense? “How to robotically educate and pre-qualify prospects” is a headline. That’s the process. As it comes from all of these ads into the recorded message center, you see at the bottom there is a pre-digested, prequalified, pre-educated prospect — that is when they finally come to you.

Module 1 No more cold calls,and you spend a lot less time on the phone because most of the questions have been answered by the recorded message.


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Your worst recorded message will be your first. Your second worst will be your second. Your third worst will be your third and so on until you improve, and you’ve got it down pat.

You must think outside the box as you go through these modules

You will learn more about your business through recorded messages than anything else. It’s like a teleseminar, only it’s done by proxy, it’s always playing the same thing, and you can always improve it. It’s a robotically educated, pre-qualified prospect. Those are the people who are calling you or your staff. Let’s go on to page three of your notes sheet. Joe, this is yours. Case study number one, what do we call this?

Joe:

I would like you to write down under case study number one, “free recorded message, sticker or ad.” You can abbreviate it with FRM, if you want to get used to that abbreviation. You may hear me refer to that as we go through the whole six modules: free recorded message, sticker or ad, or FRM, sticker or ad.

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I’d like you to think outside the box as we go through this. I’m going to show you examples, and so will Alex, of different ways where you can put a free recorded message.


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Understand that it’s a template. You can plug and play these messages on ads, postcards, websites and billboards.

You can plug these messages into ads, postcards, websites and billboards

I have carpet cleaners that put a free recorded message on the side of their vans or the back of their vans. While they’re driving down the road, people are calling and getting educated about their carpet cleaning services as they’re following them. There are a variety of different ways this can be used. What we’re looking at on page three of your notes is a blown up version that has been placed in many Yellow Page ads. I’m going to talk about this in the context of some of my carpet cleaning clients. That’s one of the businesses I sell information products to. I’ve got over 4,000 companies worldwide that I’ve trained. Even if you’re not in the service business or the carpet cleaning business, it’s a really good example to understand because if you’re selling something that nobody wants to buy and it works, imagine if you’re using it in a different kind of environment. We’ve used this in karate schools. We’ve used it in chiropractic offices, dental offices, real estate, you name it.

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We’re going to show you examples. Even my client, Bill Philips, who wrote Body for Life, at one point in time, before he sold EAS, was spending $30,000 a


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month educating health-conscious clients on different supplements and different forms of exercise. There are many ways to actually use this.

It all boils down to trust for most people

Going back to this particular sticker, it says, “Free consumer information warning. Don’t call any carpet cleaners,” It could say, “Don’t call any dance studio or don’t call any chiropractor,“ whatever it is. Think about what you can plug in. “Don’t call any carpet cleaning company before you listen to this message. Learn six costly misconceptions about carpet cleaning and seven questions to ask a carpet cleaner before you invite them into your home. Call any time, 24 hours a day.” Then, there’s a phone number. As Alex mentioned in the introduction module, a lot of times, people have questions. It all boils down to trust. Who can I trust? They can get referrals to figure out what type of product or service they want to buy, call you up and spend 20 minutes on the phone asking you about your services, your products or whatever, or they can simple call a 24-hour free recorded message, and it’s completely non-threatening.

Module 1 What’s so great about this is that it’s totally non-threatening. Nobody has phone call fear. They don’t have to respond to anyone. They can just listen.


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There’s a different type of receptivity level. As Alex had mentioned about questions they may have, a lot

Let the free recorded message sift, sort and screen people

of people don’t know what it is they don’t know until you actually provide that to them. If they’ve got questions about price, what they’ve really got a question about is trust. Is the $100, $200, $5,000, $10,000, $50,000 that I’m going to invest in this company, product or service worth the money? Am I going to get the return? You can answer a lot of the objections and concerns they have in the context of a free recorded message. If all they really, truly care about is price, let the free recorded message sift, sort and screen people. Very quickly, I’ll give you an example. I transformed my carpet cleaning business from $2,100 a month to over $12,300 a month, literally working by myself with one van, back in 1992 by simply using a free recorded message in my communications. It just transformed the type of clients I was bringing in and

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saved me enormous amounts of time. I thought, “If this works for me, it may work for other people.” I sold the script at a seminar I was attending — the


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script for my 24-hour free recorded message — this same exact ad that you’re looking at right here, to two individuals.

You can cut your advertising by going for a smaller ad with the FRM

One of them was named Don Deleeuw, who still lives in Denver, Colorado. He still has a carpet cleaning company called Healthy Home. You can look him up in the Denver phone book if you want to see him. He’s been using my free recorded messages for years. He was running half page phone book ads in the Denver phonebook. I took him to this ad that was actually placed as an in-column ad, smaller than the size of a business card, and here’s what happened. He cut his advertising cost in half and quadrupled the response he was getting out of the Yellow Pages, just by changing the message. See, the difference between a $1 bill and a $100 bill is the message on the paper. He just changed the message and had a much smaller space he did that in. Off a $250 a month ad, this particular ad, done up just for him, he generated over $62,000 in business within 12 months, driving people to a free recorded message.

Module 1 That was before I ever got into teaching other people how to do this stuff. That’s when the lid just shot off, saying “This is amazing.”


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Today, in every major city in the United States, we have either one or many people who are part of my company, Piranha Marketing. They use my free recorded message ads

A 24 hour FRM is sifting, sorting and screening and it’s very nonthreatening and very powerful

and these concepts. Take this same ad, and put it on a sticker. If you’re a carpet cleaner, put this sticker on a bottle of spotter. When you hand it out to clients, you can put it on there. If you’re a dry cleaner and you want to educate people on different things you do with your dry cleaning, when they come to pick up their clothes on the hangers, you can put it on the plastic covers. If you’re in a restaurant, you can put it on the outside of a to-go box. There are a lot of different applications. this can be used for. If you’re in the how-to business, you can put this as stickers on the box, you can put this on postcards. Again, you can advertise it. It’s sifting, sorting and screening and it’s very non-threatening and very powerful.

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Alex:

I’ll tell you, you can even put it online. You can put a little square around it and say, “This is the ad we had to pull from the Yellow Pages because we sold them so fast.” Then, they can call that number you have.


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Most of the numbers we have are probably not functioning. Remember that these are 800 numbers, and it costs people

A FRM is available to anyone at anytime of the day or night

money. Just to listen and eavesdrop on those numbers won’t be fair to Joe’s vendors and some of my business partners. However, later on in this program, we’re going to give you some examples you can listen to and get the full value of what it sounds like, so you can record them yourself. This particular number that we have circled in your notes is a local number. Most often, I recommend having a toll free number and having it 24 hours a day. Why is that? A website is 24 hours a day access, and there’s typically no salesperson on the other end. What do we hate? We hate spam because it’s an uninvited guest. When you have a permission-based activity like going and listening to a 24-hour recorded message at 3:00 in the morning, 3:00 in the afternoon, 7:00 in the morning, 7:00 at night, you know that you are in control. That’s exactly where our prospect wants to be — in control.

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You decide whether you want to move on and talk to a live person, and that’s why these ads work so well.


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You not only pre-educate them, you pre-qualify them so that, when they finally get to a live human being, that human being doesn’t have to work as hard.

You want to make sure they are calling you instead of your competitor

This could be on an audio postcard, as well. You could have this on a magnet on the refrigerator. Just understand that, instead of saying carpet cleaning, it could be CPA. It could be attorney. It could be any type of industry. It doesn’t matter. Whatever industry you’re in, just make sure they are calling you instead of your competitor. In most cases, competitors are not doing this. This is a great little template. We will have many templates for you, where you just have to fill in the blank. Take a look at it, “Free consumer information warning.” That’s the key. It’s no longer an advertisement. It’s now an educational piece through a third party who cares. “Seven questions to ask a carpet cleaner.” Hopefully, you can answer those questions if you are a carpet cleaner.

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It could be, “Seven questions to ask a CPA.” “Seven questions to ask a realtor.” “Learn the six costly misconceptions about carpet cleaning.” That’s what it says here.


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It could be about web traffic conversion. It could be about search engine optimization. It could be about any type of service business, software or consumer product.

Stick strategies allow you to build intimacy and intensity while you sleep

“The seven costly misconceptions about purchasing supplements,” fill in the blanks. Think outside the box and you will have all of the resources you need with an 800 number and a phone number with your voice. You are building more intimacy and intensity into your marketing robotically, while you sleep. That’s page three. Do you have any final words you want to give on case study number three, Joe?

Joe:

Yes, what I want to do is give you one single idea that will cover your entire investment in this Stick Strategy Secrets program right now — if you just utilize this. If you have any business cards whatsoever, brochures or pieces you actually promote your business with or have your phone number and email address that you share with people, put a version of this on the back of your business card.

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If you have a bunch of them printed, and you can’t bring yourself to have new ones printed, go down to an office supply store and get a little rubber stamp that says, “free


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recorded message reveals how to choose the best karate school” or dance studio, web graphic designer, whatever. You stamp the back of all of your business cards, and put it on

Educate first, and close second

the back of the envelopes that you mail to people. If you simply do that, you are going to generate more business throughout the year.

Alex:

That’s right. Many people will not call you because they’re afraid to talk to somebody. They’re not prepared. They may be intimidated. No one is intimidated to call a 24-hour recorded message. It’s a two step process. Educate first, and close second.

Joe:

Exactly, it’s selling without selling.

Alex:

Right, and with that little tip Joe just gave you, more people will call your 24-hour recorded message, and they will not

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waste your time after a seminar, after a teleseminar, after meeting them at a little fundraiser or perhaps an icebreaker at a local chamber of commerce meeting.


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Let them call you and educate them with your voice so that by the time they get to you, they feel they know you. They definitely like and trust you, otherwise they wouldn’t

Turn your business card into a robotic marketing communication

be calling you. You’ve already had them tip their hand. You’ve already looked at their hand — like in poker. You know they trust you because they have listened to you. Why else would they be calling? You know they’re not wasting your time. Take that tip and make your business card. Transform it from a little document with your personal phone number where your time can be wasted to a robotic marketing communication. That’s a great little tip.

Joe:

Exactly. The last thing I want to say is that Alex and I go to a lot of marketing seminars. We speak at events. We go to a lot of events. We meet some of the top people on the planet that are supposed marketing experts.

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You’d be surprised. In the audience, many never used this stuff, but even the people who are supposedly marketing experts don’t have robotic ways of selling their services.


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We have just taught you something that I guarantee that 99.999% of all businesses and entrepreneurs don’t use.

Take the time to do this simple stick strategy and you will be ahead of your competition

They do not understand the psychology behind it. They will not take the time to do what all of you are doing, which is learning the capabilities by investing in this Stick Strategy Secrets Program. This is extraordinarily powerful. I have made my clients tens of millions of dollars using this system, and it’s robotic. It’s not manual marketing. It’s robotic marketing. We can go on to case study number two.

Alex:

Case study number two is on page number four of your notes sheet. This is obviously a Yellow Pages ad. There’s a caveat to this. It’s Yellow Pages with a secondary call to action. The three letters I use for call to action are CTA. There’s a Yellow Pages ad where they can call direct, and there’s also a secondary CTA with a 24-hour recorded message. Sometimes people want to call direct, and they’re ready to go. Other times, they want to call your 24-hour recorded

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hotline with an extension. Well, there you have it. It says, “Call any time, 24 hours a day” and it gives the number.


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Joe, give us a little background because you teach this to carpet cleaners.

You can clobber your competitors by modeling our ad

Any service provider can use this methodology. How does this work, and how does it clobber the competitors who are also in the Yellow Pages ad?

Joe:

This is a great point, Alex. How does it actually clobber the competitors? A Yellow Pages ad is going to cost you the same amount of money if you get one call or if you get 1,000 calls. The typical ad is a one step promotion. It’s usually name, rank and serial number. If you don’t believe me, go to any Yellow Pages. Open it up, and you are going to see that 99% of the ads are name, rank and serial number. That’s what they are, who they are, what they do and a phone number to call them, and hit them with a bunch of questions. I’ve heard thousands of times that Yellow Pages don’t work because people use them to price shop.

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That’s a very revealing statement, and I know you have heard that before, Alex.


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If you don’t have a system for selling, you’re going to be at the mercy of a consumer’s system for buying

Alex:

All the time.

Joe:

People are price shoppers. Well, if you give them no other criteria to make a buying decision on other than “call and ask us how much we charge,” that’s the only way in a capitalistic society that people get any goods and services. They exchange money for it. If you don’t educate somebody about what it is you’re doing, then what other criteria are they going to use to make the buying decision? The point is that if you don’t have a system for selling, you’re going to be at the mercy of a consumer’s system for buying. One of the first things they’re going to ask you if they have no other criteria or referrals or anything else to go on to establish trust, “What do you charge for it?” You go into, “Do you care about value or do you care about price? We charge X for it.” The way to clobber your competitors with a Yellow Pages ad is to not only start out with a powerful headline, but to use marketing with direct response. “We guarantee you the most

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thorough cleaning ever or it’s free.” In this particular case, it’s a USP, a Unique Selling Proposition. “Five great reasons you’ll love our company.”


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Then, they’re literally going right into benefits. “No pushy sales games ever. Exact price quotes before work

By educating the prospects, you gain their trust

is started. You’ll never be charged extra for normal spot removal. You get fully trained, insured, IICRC certified technicians. No risk carpet cleaning, you’re protected by a 100% satisfaction guarantee or you pay nothing.” If that isn’t enough to compel people this is a company that can be trusted as Alex had mentioned, there’s a secondary reason for response. My good friend Dan Kennedy calls it a secondary reason for response, and this drives people that still may need more information to call a free consumer information hotline. “Don’t call any carpet cleaning company until you listen to this money-saving free recorded message. Call any time, 24 hours a day. You’ll learn six costly misconceptions.” Once you start going through, “Learn four steps to choosing the _____. Learn six steps to ask before letting any _____ into your home,” whatever it is that you do, all of a sudden, consumers aren’t thinking about price. They’re thinking, “I didn’t know there were six costly

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misconceptions about carpet cleaning. I didn’t know there were four steps to choosing a carpet cleaner. I didn’t know there were six questions to ask.”


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Once you start presenting this type of information and making it available to them, any time, 24 hours a day without having to talk to a live salesperson, not only is this a powerful

You have to get through the consumer skepticism

way to sell, it’s the most ethical way to sell. It’s the most non-threatening way to sell, even if you said the same exact thing live to somebody that you’re hearing on a free recorded message. My experience in doing this for over a decade now with thousands of entrepreneurs is that the same exact information delivered in the form of a free recorded message is digested differently than if you’re giving the same information live because people are on guard when you’re talking to them live. The truth is there are so many companies that hype things they don’t back up, that don’t deliver what it is they say they’re going to deliver, that the consumer is constantly skeptical. That’s one of the reasons why people engage marketers like us to teach them how to sell their stuff. If the world were so wonderful that clients would just drop down in front of you, and you wouldn’t even have to learn anything about marketing in order to sell something, then

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Alex and I wouldn’t be doing this right now. In the real world, that’s not the case.


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When you can actually deliver this type of information to people in this format, they have different antennas.

Look at any place you’re going to pay to promote a message as an empty lot

If someone always has their antennas up when you’re talking to them, well I say, “Are they going to try to sell me? What’s the catch?” If you actually put this in the form of a free recorded message or in print on a consumer guide, this is what the consumer thinks about. They don’t consciously think about this. This is what’s going through their minds, “If this company was willing to put all of this information on a 24 hour free recorded message, then it must be true.” Who are they going to trust? If you’re taking the role of being the trusted advisor by offering them this information, in this case in the context of a phone book ad surrounded by all of your competitors, you absolutely are going to have enormous amount of credibility. The last thing I’ll say regarding this is look at your Yellow Pages ads. Look at newspaper ads. Look at any place you’re going to pay to promote a message as an empty lot.

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It’s like real estate. How valuable that lot is has a lot to do with what you build on it. Again, going back to the difference between a $1 bill and a $100 bill is the message on the paper.


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By using a free recorded message, giving them a second way to capture information, you can really sell a lot of people.

You are having a preemptive advantage over your competitors by educating

It doesn’t cost you any more money for that space. You could pay for a much bigger ad and put much more information, or you could take the context of that space and leverage and maximize the heck out of it.

Alex:

Before we go on to case study three, I want to jump in, Joe and tell you that I not only agree with everything you say, but in saying it a different way, it’s all about preemptive advantage. Claude Hopkins talked about this. You are having a preemptive advantage over your competitors by educating because of that third party sense that people have. When they hear a recording, as Joe mentioned, it’s not as direct and it’s not as intimate, so people don’t have their little antennas up. They feel that it’s a third party endorsement. In this particular ad, “Five great reasons why you’ll love our company,” there are plenty of reasons to call the 877 toll free number. All this ad is attempting to do is to get a call.

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The secondary call to action, I believe, is the actual phone number to talk to a live person. I believe the primary is a 24hour recorded message. At least, I hope it is because then, robotically they will be pre-educated.


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Take a look at the headline. This is for carpet cleaning, but what if they said “We guarantee you the most thorough audit ever, or it’s free.” That could be a CPA or a bookkeeper. “We

You will create a relationship with a recorded message

offer you the most thorough bookkeeping ever, or it’s free.” “We guarantee you the most effective personal weight training, or it’s free.” “We guarantee you the most hassle free move, or it’s free.” You have them call into a 24-hour recorded message. Remember the preemptive advantage. I firmly believe that a Yellow Pages peruser is an impulse buyer. What do you go to the Yellow Pages for? It’s not for next week. It’s not for next year. You want something now, at least you want information and you’re really price shopping in most cases because you need to make a decision. The lowest price, typically, will win because there’s no time for a relationship. That’s the problem. There is no time for a relationship. Do you think that an ad is going to create a relationship?

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A recorded message will, and you will do that. You will create a relationship with a recorded message. No recorded message, no relationship, no referrals, no business.


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Recorded message, relationship and you can drill deep and be the first one to pre-empt other folks.

You have to pre-empt your competitors

Marketing is battle. If there were no competition, there would be no war, no metaphorical battle with other competitors. You’re battling to be first in line. The only people who make the most money are the people who are the best marketers and get in the beginning of the line, which is pre-empting their competitors. That’s what this 24-hour recorded message does. It’s simplicity on the far side of complexity. It has been under our noses. Part of the reason I’m doing this course is to keep me honest because I don’t do enough of this. When Joe asked me to take part in this, I said absolutely because I have to walk the walk and talk the talk. As an Internet marketer, I have overlooked many of these strategies that Joe has taught me. As a marketer, they’re very intuitive to me.

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I see robotics. I know autoresponders, robotically. I know audio postcards, robotically, but I haven’t used these offline approaches as often.


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I’m doing it for therapeutic reasons, as well. I’m going to start adding the 24-hour recorded message line to

Make them feel like they are missing out on the expert without you

my marketing, and I know it’s going to add a lot of impact. With a Yellow Pages ad reader, if someone needs a root canal and he or she is living up in Encinitas, if there’s no one on the other end of the phone, typically they will go to another dentist. If they’re looking up a mechanic or a carpet cleaner and they get a voice mail with no message, typically they hang up. What if you actually educated them like this message does. They will let you off the hook because they’ll say, “I’ll miss out on the real deal. I’m going to miss out on the expert.” That’s how this robotic method works. Even if you’re not around the office, you get a pre-emptive advantage by educating them and giving first, ethically, before you take the email address or phone number and the name. This is the ethical bribe, like we do with opt-ins online. The ethical bribe is the message and later we’ll get into how long these messages should be and what the longest message Joe has ever done or has known about. I think you’ll be shocked.

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Let’s go on to page five, case study number three. That is the sticker. It can be an ad or an insert.


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Let’s talk about this, Joe. This is my favorite one, as a sticker. Talk about the way this template works. Anyone reading this can use this right now.

The ways you can use 24hour FRMs are endless

Joe:

Do I have time to talk about how I first gave this to Terry Hunefeld way back in 1996?

Alex:

Fire away.

Joe:

This is just another way to use 24-hour free recorded messages. You see ways that you can use them for lead generation and to sift, sort and screen prospects to actually sell. Here’s a way to use it after somebody purchases it, decides to use you, and you’re going to deliver an actual product to them. It could be a how-to product. If you sell appliances, it could be on the outside of a washer and dryer box. If you sell DVD players, it could be on the instructions. In this particular case, I put a generic one here that you could

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see. It says, “Warning! Don’t open this package yet! Before you open this package, first call to hear a free recorded message from (author’s name) at 1-888-blah-blah-blah., author’s first


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name has an important message for you..” Oops, there’s a typo there. “..even BEFORE you open this package.

Tell the purchaser that their lives will change from your product

“Once you’ve called to hear (author’s first name) message, go ahead and open this program, and get ready for your life to change!” I have a friend by the name of Terry Hunefeld. He’s now partners with a guy named Joe Stumpf. They own a coaching program called By Referral Only for realtors in the real estate industry. They have a lot of fantastic marketing things they do. My good friend Dean Jackson also works with them quite a bit. I met Terry when he was not yet partners in this coaching business. He was selling a marketing course to real estate agents called the Gold Rush System. He was living in Grand Rapids, Michigan. I had met him at a seminar, and he was telling me how wonderful his information business was doing. He was selling $100,000 a month worth of his marketing program to realtors. I will tell you that it was a very good course.

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In spite of the fact that it came with a powerful guarantee and it was a really good course, due to the nature of the people that were in that business and were buying from him, he was getting a 25% refund rate.


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So, out of $200,000 in sales, $50,000 a month was getting returned to him on a product that was legitimately very good and worked.

Make sure you have case studies and testimonials

He had tons of proof in case studies and testimonials that it worked. In spite of that, getting the sale to stick was difficult. There was something that wasn’t occurring right when the delivery of the package was being made. I had explained to Terry, “Why don’t you use free recorded messages?” Terry was using and had used them in his own real estate business, to sift, sort and screen prospects. I said, “Why don’t you put the free recorded message on the package when it’s delivered that drive people to a free recorded message line?” He went through different variations of the free recorded message. In a nutshell, one of the first things he did was put a sticker on the shrink wrap of the package that said, “Before you open up this package, call and listen to this 24-hour welcome line, and you’ll hear what to do first.” They would call, and listen to a message. He did some with

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his team. He did some with himself. Just to give you one off the top of my head, they would hear a message that said something along the lines of “Hello, this


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is Terry Hunefeld and I want to congratulate you on investing in the most powerful course in the world for realtors.

Walk your purchaser through the steps to be successful

“What I’d like you to do now is watch the quick start video, read the fast start guide and start implementing these strategies right away. You’re going to get results just like these people do.” Then it would play real testimonials of students of his that had used the system. By just putting a sticker driving people to a 24-hour free recorded message that literally cost nothing, I mean pennies, on the outside of shrink wrap, he cut his refund rate in half, just from that one idea. What does that mean in arithmetic, because we’re all about arithmetic? Twenty five thousand dollars a month in refunds cut in half. It saved him $12,500 a month. That an enormous amount of money to save that he was just losing because he didn’t have a process to capture that revenue and bond with clients. It’s all about the lifetime value of people. If they refund — if they only buy from you one time, and they give it back, they’re never going to buy from you again.

Module 1 By maintaining that relationship, he would put other people in his programs. It was a huge idea for him.


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Now, the rest is history. He’s partners in a multi-million dollar business, but that’s how it all started. It’s the same thing that I was using on business cards, on

Intensity creates more marketing intimacy

fliers, on ads. It was just put into another application. What you are seeing on case study number three on page five of your notes is a way to do it. Is there anything you want to add to that, Alex?

Alex:

I do. You talk a lot about intensity and the power of intensity and the importance of intensity. Let’s say that two people go into a gym. They workout the same amount of time. They have access to the same amount of weights. They have the same exact diet. One of them comes out stronger than the other. One comes out healthier than the other. One comes out with a lot more cardiovascular health and fitness than the other. The only difference for that one person is intensity. Their workout was more intense. I firmly believe that intensity

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creates more marketing intimacy. When you get someone to get a package, and let’s say that package has a picture of you on the outer part of the box that


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says, “Here’s what you’ve been waiting for.” It says, “Warning, don’t open this package yet. Before you open this package, first call to hear the 24-hour recorded message from

Put them into the state that they were when they purchased

Joe Polish at 888-555-1212.” You give a little bit of a teaser on that sticker. They call. What Joe is doing is putting them back into a state of when they purchased that package. Before they part the curtain and open it up to see what’s inside, he’s increasing the intensity of that experience. This makes the sale stick. You will have far fewer returns as a result of this. You will have far fewer losses and customer service calls. It’s just a simple 24-hour recorded message on a sticker, and nobody does it. It’s on a sticker to anticipate opening the box to your package. By the way, this can be done in any kind of ad. This can be done on an insert. Just think of all the other ways you can utilize this methodology. If you go to page two, there are many ideas there.

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We have a special treat for you. You can retrieve it at: www.StickStrategySecrets.com/list1.pdf. Go check it out.


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This is a stick strategy for us — a stick strategy of giving you a list of adding more value, which was a surprise and raising the intensity for you.

Layer your stick strategies

Do you see how this works? It’s layered, and we’re attempting to do our best to walk the walk and talk the talk. Please write down this contact name, phone number and email address because that is the vendor of choice where you’ll hear all of the messages we’ll be giving you. It’s the person that Joe’s been using over the years, and they’re one of the pioneers in the industry. Joe, go ahead and part the curtain on our vendor.

Joe:

The vendor is Automatic Response Technologies, ART for short. ART was the very first company ever to start offering to businesses and marketers 24-hour free recorded message services. They have this down pat. They have a wonderful marketing lab outside of the San Diego area. If you ever went and saw their company, it’s phenomenal. I highly recommend it.

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We’re actually going to do a field trip with our Piranha members in a few months at ART.


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The contact name is Jeff Troyer. The phone number is toll free, (888) 408-4222 extension 9009. The web site is www.AutomaticResponse.com.

You should call our qualified vendors and get their information

There’s a code you can enter in, or you can tell them you heard about it from Joe and Alex through Stick Strategy Secrets. You can enter code 4422 for Joe’s good buddy discount. If you’d like to email Jeff, his address is [email protected]. They have fabulous client services there. Jeff is an awesome guy. I have him speak at a lot of my boot camps. One

more

bonus,

if

you

go

to

the

website

—

www.AutomaticResponse.com — there will be one section that says “carpet care” because I recommend all of my carpet care clients to ART. You can listen to a genius network interview I did with Jeff Troyer that goes very deep on using 24-hour free recorded messages, voice messages and robotic tools is general. You can listen to that by just going to the site and clicking on “carpet care.” It’s right there. Some of you that are part of the program are getting my interview with Jeff. That’s the contact. I would highly recommend everybody call, get information

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about it and get signed up. It is very inexpensive, and you will love it.


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Alex:

On the PDF at www.StickStrategySecrets.com/list1.pdf, I’m using RM to stand for recorded messages. I want you to print that out and tape it the wall next to you.

Use electronic media to be a step ahead of the competition

I want you to have this out only for one reason, because all of the different methods here are just the tip of the iceberg. Let me just focus on one of the methods, and then we’ll focus on the content. At the very bottom of this PDF document, again, we have another surprise that Joe’s prepared. Electronic media is the method. Think about this. Think about the power of this concept. What if you have a television infomercial or a radio infomercial? What if you have an interview? What if you have a consumer awareness report, which Joe really has brought to the forefront in marketing? It sounds a lot better than “handbook” or “special report.” What if it was formed with electronic media via the Internet, via television, via radio, any kind of electronic media, a phone, like this is electronic media. If my electricity went out, I’m on a land line, so this phone line would go dead for me. It’s electronic. It requires electricity.

Module 1 What if you had 24-hour recorded messages with every piece of electronic media you had, starting from the web and going all the way to infomercials?


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What if it dove right into a two-step process and the first step was educating them via audio, one-on-one?

Let them come to you

They know that they’re the only one in there, at least they think they are, and they’re listening more intimately than being in a group, like an infomercial is. Maybe there are thousands of people watching. They’ve made the first step. Now they’re coming to you. That’s very important. You went out to them. You may have been an uninvited guest. Now, they’re coming to you and saying “Knock-knock, let me see what you’ve got.” They hear something. You say something to spark interest. You say something where they may have made a mistake, you’re giving them free advice and they get to know, like and trust you. Then, they leave their phone number, name and I recommend their email address, so you can come back to them with more information. There’s no selling. This is education, and this is consultative selling. More importantly, it’s buying. It’s Socratic in the sense of, “Do you have any additional questions?”

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This is one thing I teach. When someone calls you and leaves a message on your 24-hour recorded message, and you call them back, here’s the first question you have to ask them.


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“What part of our consumer awareness hotline got your attention most? What got you to leave your name and number?”

Find out the DNA of your client’s buying structure is

Why is that important? That’s important because you’re finding out what their criteria of importance are. You’re finding out the DNA of their buying structure. Why did they actually trust you enough to leave their personal information? That’s question number one. “What got you to call? What triggered you to give us your address and email address? “Why did you decide to press one and get to a live operator? I’m just curious. I’m wondering.” Use neutral language like that. You get the answer, and you write it down. Here’s the second question. “Why is that so important to you?” What a difference a word makes. Check this out. “Why is that important to you?” That’s kind of watered down. “Why is that so important to you?” There is where the nectar is. By asking those two questions, you can surgically focus on the area of importance and relevance to them and focus on that specific area of interest for them.

Module 1 Therefore,they close themselves. You don’t close them. That’s very important, and I want you to utilize that in all of your marketing. It’s not just about the robotics.


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When you get live and you get in touch with a human being, teach your people, if it’s not you, to ask two questions. “What part of the 24-hour recorded hotline got you to leave

Asking questions is a very important part of your stick strategy

your name and number? What is it that you heard that got you to leave your name and number?” The second question is, “Why is that so important to you?” In so doing, you will not only get closer to a sale, but you will probably have a lifelong client, customer or patient, depending on the business that you’re in. Does that make sense, Joe?

Joe:

Absolutely, it makes total sense.

Alex:

Let’s go on to page six. Case study number four. This is a sample script. It can be from a sticker, like we’ve shown you. It can be from a Yellow Pages ad. We recommend a sticker mostly — anything where they’ve purchased from you.

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It’s after they’ve purchased from you. It can be an insert in that box with a product. It can be within the box that has your vitamins or supplement line.


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It could be the initial package, if you’re a CPA or attorney — the collateral material. There’s a 24-hour recorded message, as well as, a phone number that they’re calling in to.

Use someone’s voice that is well known to your market

This particular one was designed for Nightingale Conant. Joe has one of the number one products there — if not the number one off the Internet. www.Nightingale.com. This is a sample script. If someone saw the sticker on the box when they received it, this is what they would be hearing when they called in. You can model it. Joe, am I accurate so far? This is coming from a sticker. Is that correct?

Joe:

Yes, exactly. What’s going to be really great about this is you are reading a recording that comes from me because I’ll hear what you sound like as if you were me.

Alex:

Here’s what I’m going to suggest because what Joe has here is his own recording.

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Do you know how you have lift letters such as, “Read this or open this envelope only if you’ve decided not to buy,” you can have a lift audio message from a third party, from someone well known.


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Let’s say you knew who I was, Alex Mandossian. I’m no longer Joe Polish. I’m going to spin this around a little bit. Let’s say that it’s not from Joe Polish anymore. You can do

When people consume, they don’t return

both. This is a lift message.

Joe:

Do you know what, Alex? I’d really like it if you were me. That would make me feel good.

Alex:

Pretend I’m you, then. “Hi, this is Joe Polish. I wanted to be the first to say thank you for investing in this new Nightingale Conant program, Piranha Marketing. “Of course, right now you are listening to a recorded message from me. In addition to saying thank you, I wanted you to get a taste of this free recorded message concept because Tim Paulson and I speak about the concept in session six of the program, and how you can use it in your business, too.” Time out, everybody, I’m away from the script. Session six, that’s not session one, that’s not session two, that’s not session five. That’s session six.

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He’s getting people to consume it. When people consume, they don’t return it. They appreciate you, they get to love you, and they buy more from you.


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As benevolent as it is, it’s also selfish in the sense that we’re selling more, and we’re benevolent in that we’re teaching people to consume by leading by the hand.

You need to teach to consume, as well as give permission to consume

Time back in, here we go. “In this program, we’re going to teach you all about ELF. ELF means Easy, Lucrative and Fun. We want you to be able to develop an ELF lifestyle and the repeated use of free recorded messages like this one can transform your business. “You’re going to be blown away by the ease and power of this strategy. Here’s what I suggest you do right now. Go ahead and rip the program open.” Did you hear that? “Go ahead and rip the program open.” Isn’t that good? “Listen to session one right away.” He’s teaching them to consume. He’s giving them permission to consume. Time back in, here we go. “Each session builds on the previous session, so listen to this program starting with session one and go through to session six to discover more about the recorded message concept. “Then, you’ll be so amazed by the secrets we share that you’ll

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want to devour the rest of the program as quickly as possible, too. I guarantee you’ll find this program one of the best investments you’ve ever made.


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“Thanks again for investing in the program. Now, get into the program and eat your competition alive.”

Always thank your client

That is Joe’s tag line. I could read that as Joe, or I could read that as “Hi, this is Alex Mandossian. I’m an Internet marketer. I never took recorded messages seriously until now. “The reason you’re listening to me now is that my good friend, Joe Polish, just sent me this course called Piranha Marketing from Nightingale Conant. In fact, I just purchased it. “I’ve listened to it three times already and I had to raise my hand and say, this stuff is powerful because he talks about 24hour recorded messages. Is it powerful? You bet it is. That’s why you’re listening to me right now. “I suggest you rip the package open and start with session one just like I did and listen to it over and over again.” That could be my personal message to the listener. It’s a third party endorsement and a lift message that Joe could be incorporating.

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In fact, I’d like him to do it either with him or somebody else because I think it could be very effective, just to test. The key is to get them into the box and getting them to consume.


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Just like most people who purchase books don’t read them, this is what this audio script is doing after the purchase. It’s not an ad. This is after the purchase. It can be an insert in

These stick strategies will change the way your clients look at you

the box. It can be a postcard after they received it. Imagine sending someone a postcard and saying, “Hey, you’re about to get it tomorrow or the next day,” it could be in a FedEx envelope, “I want you to listen to this and when you get it, I want you to rip that box open and go to session one. Don’t forget — in session six we talk about ELF.” Do you see how that works? Use this script. Utilize it for your own stickers, for your own inserts, for your own postcards, any kind of after sale — stick strategy. It will change your business and transform the way your patients, your clients or your customers look at you. That’s case study number four. Before we move on to case study number five, do you have any words on this, Joe?

Joe:

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Yes. Just think about this as the after dinner mint you get after purchasing a meal from a restaurant. It lets you leave with a good taste in your mouth. It creates warm fuzzies, and it re-engages people.


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To give credit where credit is due, Tim Paulson, who I do the Piranha Marketing with and used to be the vice president of the Hair Club for Men actually wrote this particular script

You’ve got to keep the excitement about what you have to offer them up

that you just read, Alex. I have worked with him for years. The great thing about this type of methodology is that Nightingale Conant sells a lot of programs on 30-day free trials. I was sitting with Vic Conant, who’s a good friend of mine, one day, and I was explaining, “You’ve got to think of selling like a train.” When people read a sales letter, they get into an emotional state of desire. They want it, they call in, and they order a program, drop a business reply card in the mail or sign up on the Internet for something. Just like a train that becomes disengaged, that emotional state they were in, slowly starts dissipating, and they go on to other things in their lives. Sometimes, it’s instantaneously. The second they hang up the phone, they’re on to something else. They forget that they even ordered the thing. One day or 30 days later, when they get your stuff in the mail

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or it actually arrives, that emotional state is no longer there. The time is critical in doing this free recorded message. Right on the outside of the package, right when they get


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your product is the time. It allows you to re-engage them back into this state. Sometimes, when you sell someone, you have to re-sell them

You need to re-engage that emotional buying state

just as effectively to get them to keep the program as you did when you got them to request the program. This is especially if you’re doing things like Nightingale Conant on a 30-day free trial. It makes it very easy for someone to return it. A lot of people have my Nightingale Conant program. The ones that we have send out don’t have the sticker on it. When you get them from Nightingale Conant, they do it on the 30-day trial. It really just depends on how people come to the funnel, but there are all kinds of applications that you can utilize this with. It is extremely powerful. It re-engages people into an emotional state. There you go.

Alex:

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Every single person that is taking the Stick Strategy Secrets course will get the Nightingale Conant course. How much is that — $300 on Nightingale?


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Joe:

Yes, it costs $300 at Nightingale Conant. You can go to www.NightingaleConant.com. That’s where they have it.

You can transform your business with the ELF strategies

It’s their number one selling Internet program at the time we’re writing this. It’s the number one marketing program that they’re selling right now. Gary Bencevenga, who is one of the world’s greatest copywriters, bought it on his own dime and listened to it. I didn’t even know him yet. He sent me a testimonial that said, “Pure marketing dynamite. You can quote me on that.” That made me very happy. My good friend, Brian Tracy, who Alex and I both work with, has listened to it. A lot of heavy hitters and a lot of average people who run businesses have transformed their businesses with the Easy, Lucrative and Fun strategies. Everything we’re talking about here is ELF. These are ELF marketing strategies versus what we talk about in the program, which is HALF, Hard, Annoying, Lame and Frustrating or Hard, Annoying, Lucrative and Frustrating.

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We want you to be able to utilize marketing that not only is effective but also is effective and easy.


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Alex:

This is part of our stick methodology for Stick Strategy Secrets. You are getting Nightingale Conant’s best selling marketing program, Piranha Marketing by Joe Polish and Tim Paulsen.

You can employ the same stick strategies that we use in your business

We already mentioned that. You’re getting the War of Art Genius Network interview with Joe Polish. He interviews Steven Pressfield. You’ve got to get that book, and read it, if you don’t already have it. Number three is autopilot advertising systems. This is exactly what we’re talking about here, another Genius Network interview by Joe Polish. He

interviews

Jeff

Troyer

of

Automatic

Response

Technologies. He’s the person we just named. We gave you the email address, website address and the phone number. Number four is the Body for Life Genius Network interview. Joe Polish interviews Bill Philips, the bestselling author of Body for Life and Eating for Life. Those are stick strategies that we are employing. Let’s move on to page seven of your notes sheet — case study number five. I am going to call this the JV Audio Script or the Audio Script.

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Why is it a JV audio script? Many people know me as the ASK™ methodology guy. I use the Socratic Method, which is public domain as far as I’m


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concerned. It’s a 2,400 year old technology that works. I’ve re-spun it and re-branded it as the ASK™ methodology.

Don’t forget to just ask

You can get anything you want if you just ask, right? Imagine if you have these ASK™ campaigns and you’re selling product. Imagine if you have a teleseminar and you sell product with a joint venture partner. It could be Zig Zigler. It could be Wayne Dyer. It could be Vic Conant. It could be David Bach. It could be anyone else you’ll find at www.GeniusNetwork.com because Joe has interviewed them all. What if you gave them a script to read? You have become like a joint venture Nightingale Conant for your world, spirit influence and your niche. You write them a script. You give it to them and say, “Here is the recorded message. Here’s what I want you to record. Just record it so that when people get our joint venture information product, they will keep it.” It could be a three-ring binder and a CD. It could be anything. You have them record it so when the buyer gets

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the box, they will hear Zig’s voice. They will hear, if I’m doing a joint venture with Joe, Joe’s voice. They will hear Brian Tracy’s voice or Stephen Covey’s voice.


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Here’s the script. “Hi, this is Zig and I wanted to make sure you heard it from me first. Thank you for ordering my new program from Nightingale Conant, A View From the Top.

You want that sticker to be the precursor to opening the package

“Many people have already said this is the best program I’ve ever created, and I believe Zig fans will get more out of this program than any other program I’ve ever done.” This is something that Vic Conant can give to Zig and Zig can record it on Nightingale Conant’s 24-hour recorded message. When they get a Nightingale Conant box, on the outside of the box is this sticker. I hope there would be a picture of Zig saying, “This is what you’ve been waiting for. Call this 24-hour recorded message before you open this package.” You already have the template for that sticker. It’s in your notes sheet on page number five, at the top. It could say “Warning” or it could say “Do this first.” It could say, “Listen to this first,” whatever you want it to say. Just get them to call it — it’s the precursor to opening the package. It creates intensity. It creates a crescendo before they open the box. It’s no longer a non-event. It’s a big event. Use this script.

Module 1 Notice how, in the second to the last paragraph, it says “Sessions nine through twelve will, as we say down home, put the icing on the cake for you. Thanks again for


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investing in yourself. I’ll see you at the top.” What it’s doing is setting expectations. In fact, it’s managing expectations . When they open the

You need to set and manage expectations

box, in their minds, they’re building this intensity or expectation so they have a cheerful expectancy, as Earl Nightingale used to say, of what is about to pass, which is the product inside, versus a non-event. That’s case study number five. Joe, do you have any comments on this before we talk about the average length of a 24-hour recorded message?

Joe:

No, only for the sake of time, this strategy just flat works. It works so powerfully. Write down that word — bonding. The thing you want to accomplish with your clients whenever they purchase from you is that you don’t want them to just purchase from you. You don’t want them to just be customers. You want them to be clients. You want them to be people you have a relationship with.

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The way a relationship is developed is not through a transaction. The way that a relationship is developed is through bonding.


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Just like a relationship that leads to marriage, you have to bond with somebody first if you’re dealing with a rational person before you marry them and say, “Till death do us part.”

Develop relationships through bonding

It is the same thing when you are selling. You want to bond with them. The point is that if you bond with your clients, you will have a relationship that is very hard for your competitors to penetrate and break. This just allows you to bond. That’s my two cents worth on that strategy.

Alex:

That’s right. People only have X number of hours in the day to learn. If you’re the only person that they’re learning from, your competitors may get a product return, and not because you did something to sway that customer away. All you did was you taught that client, customer or patient to consume what you have. You coached them into consuming your stuff. Therefore, the other box remains unopened. By remaining unopened, you are the only one they’re paying attention to. Therefore, you are the only one they are paying

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for more product. That’s how important this is. How about we talk about the average length of 24-hour recorded messages. Many people have asked me this. What


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is the average length? What minute to what minute is a typical time range?

Your recorded message must have complete and educating thoughts in it

I’d like to say that most recorded messages shouldn’t be any less than two or three minutes because that’s the least amount of time you can get your thought out that’s complete and educating. I would say the minimum is three minutes. That’s been my experience. What would you say?

Joe:

Actually, the length of time could be 90 minutes. I know some people will think that’s absolutely impossible. Why would anybody listen to that long of a message? One of the most successful free recorded messages on how to choose a carpet cleaner was 18 minutes long. When I had my carpet cleaning business, my message was 16 minutes long. The funny thing is that at least several times a month, I would have consumers and prospects actually call and

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listen to the free recorded message two times because they would call into an 800 number, so I knew everyone that was calling. I knew when they hung up.


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I knew the exact time the average listener listened for, so if they’re hanging up after X number of minutes, you can say, “Are they converting, or is there something in the recording

You have to track your calls and conversions

that needs to be changed?” With the technology that you can do with Automatic Response Technology, it is completely tracked robotically. Just by utilizing their service, you know who’s calling and how long they’re staying on the line. All of those tracking mechanisms are built into Automatic Response Technology. We didn’t even mention that, but it’s one of the benefits. The point I want to make is that some people just don’t like long sales copy. They say, “Long letters don’t work.” You’ve heard with many marketers from the early 1900s, “the more you tell, the more you sell.” What is the job of a salesperson — someone that’s doing doorto-door sales when they knock on a door? The equivalent of image advertising for door-to-door sales would be someone knocks on a door, the customer opens up

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the door and someone just stands there with a big sign that says, “I’ve got something to sell,” and they smile. They don’t say anything.


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You wouldn’t sell very much that way, just like you don’t sell very much with image ads if you don’t have a message.

Identify the pain of the consumers so you can offer benefits and solutions

If you actually had a powerful salesperson, what would you want that person to do? You’d want that person to ask questions. You’d want them to identify the pain of the consumers so they can offer benefits and solutions. You wouldn’t want to put a restriction on them that said, “I want you to go door-to-door and I want you to sell this widget but whatever you do, after 200 words, I want you to shut up. After two minutes, don’t say another word because a human being will not listen after two minutes.” You would never try to put those restrictions on a live salesperson because that would be ludicrous. People think about doing that and do it all the time in their marketing. They think, “People are busy. They’re not going to listen to that. People aren’t going to read that.” Alex, we’ve proven this over and over again and so have many great marketers before us. That is just complete and utter nonsense. People will listen if they’re interested. David Ogilvy said,

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“You cannot bore people into buying.” It’s the same thing with this. You’ve got to have a recorded message that’s not going to bore people to death.


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It’s got to be marketed to people that are genuinely interested. The last thing I’ll say is, if you’re interested in buying a

A FRM is a very powerful marketing tool that can be used in an endless amount of businesses

Corvette and somebody has an ad selling a Cadillac, think about the use of free recorded messages. It’s very powerful. Most people are running classified ads saying the price of the car and what it has. What if you drove people to a 24-hour free recorded message? What if you used the 24-hour free recorded message in order to hire employees and give them some information? Anyway, those are some bonus things I put out there. Going back to the example, if you were interested in buying a Corvette and someone was running a 15-minute free recorded message on a Cadillac, you wouldn’t be interested, and you won’t listen to that. What if someone had a 24-hour free recorded message on what model Corvettes hold their value the longest, why Corvettes are great for whatever reason. It doesn’t matter if it’s five minutes long, 10 minutes long, 15 minutes long or 20 minutes long. If you were interested in a

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Corvette, you wouldn’t perceive that as agony to listen to. You would say, “Wow, this is really cool. I can’t believe someone has done this.” That’s the point. When people are


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genuinely interested in what it is you are selling, they’re not perceiving this as a sales pitch. They’re perceiving this as someone giving them valuable

Give the consumer valuable information that they are not getting anywhere else

information that they’re not getting anywhere else. The truth is they’re not getting this anywhere else. How many business people can you think of that do anything at all that makes it easy and fun to gather information about a product, a service, a person, a company, a subject of interest that you’re interested in? It’s almost nonexistent. If you utilize what we’re teaching you here, you’ll have such a competitive advantage over everyone else.

Alex:

Average length, Joe. I’m going to say that the shortest message I have ever done is three minutes. I haven’t done an 18-minute message but I know that you and, through your influence, others have. Let’s say three to 18 minutes.

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That’s what we’ll have written. Someplace in between is good. I’m very comfortable with five to eight minute messages because that’s how long you’re on the phone anyway — educating.


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At least this is robotic. It costs you a little bit of money with a toll-free number if you decide to use one, which we recommend, but how much more time are you saving?

You have to learn to can and clone yourself

What does the opportunity cost that you’re eradicating as a result of robotically educating not one, two or three, maybe dozens of people, all at the same time?

Joe:

Alex, can I say something? I’m sorry to cut you off. You made such a critical point of how much your time is actually worth. There are people reading this that run multi-million dollar businesses and others that are just getting started. Currently, my hourly rate is $1,250 for a consultation, $10,000 a day. I’m probably going to raise it because I’ve got more people hiring me than I have time for. That’s fantastic and great. The point is that, if I had to actually communicate everything I know about what it is that I sell live, I wouldn’t be able to do what I do now. Part of my ability to have made the money that I make these

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days is the fact that I have learned how to can and clone myself. It all started out when I was a dead broke carpet cleaner living off credit cards, getting on the phone and qualifying people,


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telling them the same thing in a 15 or 20 minute conversation that I could’ve had a $20 a month robot do for me. That would’ve saved me enormous amounts of time so that I

Work on your business, not in your business

could have worked on my business instead of in my business. To use the Michael Gerber line, “Work on your business, not in your business.” This is the way you do it.

Alex:

You’re adding value to your prospect or your client because they’re not spending $1,250 an hour on you. What they’re doing is listening to a recorded message that you, as the seller, you as the consultant, you as the coach, you as the person that’s adding value to someone else’s life, are paying for, as you should because you’re on trial until that flips and your client is on trial. It’s not only a timesaver for you. It is a value builder for them because they’re not spending gobs and gobs of money on just trying to get from you what they don’t even know to ask. If all they do is sit back and listen, then they will get what they need to ask. Then they can cover in five minutes what

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otherwise would’ve taken an hour. It adds value to them, and it saves you time. It also saves you money because there’s no opportunity cost in saying the same


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thing over and over again, which you should be doing robotically anyway.

Build the intensity for your client

It’s a special recorded number, which will be private. You can hang up at any time. If you’re shy, you don’t have to call right away, but you know there’s no one on the other end. Let’s move on to page eight of your notes. Vic Conant is the one giving the instruction. That’s a little bit intimidating. After all, it’s Vic Conant. “I and others want to know what you think about it.” He’s asking for your feedback. “All you need to do is call 1-800” and then you have the number, follow the recorded instructions that you’ll hear. You don’t have to say much more than that. “Follow the recorded instructions you’ll hear.” People say, “What are the instructions?” They have to call to find out. Do you see the intensity that’s being built? “I’m going to collect the positive comments I get.” Do you see the insinuation there? Do you see the implication? “I’m going to collect the positive comments I get.” That

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means, why not give a positive comment? “I will put them on a Nightingale Conant eavesdrop line that other people will be able to listen to in the near future.”


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Isn’t this a great way to build your own eavesdrop line, to get testimonials and get people motivated to do it?

An ethical bribe does wonders for your testimonial line

When someone gives you a positive comment, what is the chance of them returning the product? What is the chance of raising their hand and saying, “I want a divorce. Give me my money back”? I’ll tell you, it’s about zero. Why do we have online mastermind groups? It’s because if the person returns the product, they will be banished from the online mastermind group. Make sure you get on the mastermind group we have set up for this series at www.StickStrategySecrets.com/mastermind. We really hope you go there and get plugged in. Let’s move on. “You’ll kind of become famous because a lot of people will hear your comments.” What a cool thing to say. “You’ll kind of become famous because a lot of people will hear your comments, and I’ll send you a bonus gift.” There’s your ethical bribe. “I’ll send you a bonus gift to show you my appreciation.

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Again, the phone number to call is 1-800... I’ll really appreciate your help, and I look forward to personally listening to the message that you leave. Thanks again.”


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Here, we have less than 200 words. Look at how elegant, powerful and simple this stick strategy is. Do you think there’s any product return in this person’s head?

Make money by teaching people how to do this

Do you think they will consume the product they purchased, the service they purchased or the software program they purchased? I don’t care what business you’re in. Utilize it. It will work for you. I have seen no one utilizing this, including present company — myself. I can’t wait to give this a shot because it’s going to make a huge impact with Traffic Conversion Secrets, Teleseminar Secrets and Stick Strategy Secrets. Please take this to heart. Write notes down on how you can use this in your business or businesses. If you’re a consultant or coach, teach people how to do this. Make money by teaching people how to do this. Eavesdrop line promotion — you are promoting an eavesdrop line. That is a powerful stick strategy, case study number six. Joe, what are your comments on this?

Module 1 Joe:

It’s great. As self-serving as this may sound, I would really like, as we go through the program, all of our readers and participants to actually give us a testimonial for this reason.


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One — only do it if it’s sincere. Two — the way you will start doing this for yourself is if you experience it.

Your best and most compelling sales copy will come out of the experiences of your existing clients

When you actually go through the process and you realize how easy it actually is, you’ll be thinking to yourself, “My gosh, why don’t I do this?” I get paid a lot of money to teach people how to put together a compelling marketing message. Some of the best, most compelling copy and sales promotions material and voices you will actually ever speak to, your prospects, your clients, will not come out of your head. They will come out of the experiences of your existing clients, the social proof of people that have given you testimonials. This allows you to have a way to leverage social proof because you can go out and tell the world how great you are all day long. But, when you have a way to capture that from your clients and then robotically deliver that to prospects and other people to listen to, it’s the most powerful copy on the planet. You can say how great you are all day long but when you get

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other people to do it for you, it’s infinitely more believable. We’ve just given you multiple ways to leverage the happiness and joy of other people. Everybody has that. If you don’t have


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clients like this, then you have to look at how you’re actually delivering your products, services and process. Frankly, everybody that cares about what it is they do usually

Give people the freedom to express themselves

will have people who will be happy to sing your praises — even if it is only one or two.

Alex:

You’re giving people permission to express themselves. You’re giving people the ability to express themselves. Sometimes, people need that permission. By doing so, you not only have the sale stick, but they wed themselves to you. You’re courting them. You’re intensifying the relationship, and you’re raising the level of intimacy with your herd — your following. I hope you’ll take advantage of this. For the next three pages, nine, 10 and 11 in your notes sheet, that’s case studies seven, eight and nine, they’re all the same concept except each one is a little bit different. Why don’t we fire through these?

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The first one is the mini advertorial or possibly a postcard. The second one had some color to it, and the third one has multiple offers.


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Joe, why don’t you rifle through these and talk about how they work? They all have 24-hour recorded messages as the primary call to action.

Make it simple

There is no other way to get access, except through the 24hour recorded message. We make it very simple. Case study number seven, what do we call this?

Joe:

I got these from my very good friend, Dean Jackson, who works at By Referral Only and is a fabulous marketer. I did a wonderful interview with him on Genius Network. The first one is a mini-advertorial drive to a free-recorded message. You can write that on the line at case study number seven, “Mini-advertorial Drive to a Free Recorded Message.” The headline reads, “Do you know what your neighbors at 342 Nelson Street did last night?” The subhead says, “It may come as a surprise to you, but they’ve been plotting for a long time.” Then it continues to talk about how they’re actually going

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to be selling their home. “For a free copy of this informative report, just call 1-800blah-blah-blah for a free 24-hour recorded message.”


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Just like Alex said, the only drive there is, is to a freerecorded message. The free-recorded message does its work. The ad only gets people to open the envelope or to read the

Only give one call-toaction

letter if it was a grabber. The main thing that’s being sold here is just driving people to call the free recorded message. That’s where all the magic takes place.

Alex:

This could also be a postcard, Joe. It doesn’t have to be a mini-advertorial. It could also be a newspaper ad that’s folded up in an envelope and sent to someone with a PostIt note, like you’ve seen many times. The real key here is the 24-hour recorded message as the only call-to-action. The aim of the copy on the ad is to get them to call. The more calls you get, the more the ad has done its job. The ad’s purpose is not to get someone to order from you. It’s to raise the intensity and to have the reader court you, just like

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you would be courting your best friend. Remember that friend was once a stranger.


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You’re turning that stranger into a friend, into an evangelical client, customer or patient, who is only wedded to you for the rest of their buying life.

Turn the stranger into a friend and an evangelical client

It’s a 24-hour recorded message mini-advertorial. It could be a postcard. It could be a folded newspaper mock ad. It could be any number of different methods. Just pay attention to the advertorial or editorial edge this has because you can use it in any type of business. Do you want to go on to case study number eight?

Joe:

Let me just make something real clear on this particular one. When you call a free report a sales letter or a call-in request a sales letter, it doesn’t sound really compelling. When you say, “Call in to request this special report,” you want it to be useful information. Even if they never buy anything from you, you’re still doing a service to people. That’s the way we teach it. That’s the way it works most effectively.

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In this particular ad, they’re calling to get “The 10 Dumbest Mistakes Smart People Make Buying or Selling a Home.”


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You could analyze just that copy, the “10 Dumbest Mistakes Smart People Make When _______________” , whatever it is you’re selling, “call to get a free copy and it will explain

Drive people to your free recorded message

it.” It’s compelling. Let’s go on to case study number eight. You can write on the top postcard or ad, “For a Free Recorded Message.” Again, as I’ve said and as Alex has said, you can apply this to anywhere you can put a different message. This is another example of a lead-generation device, driving people to a free-recorded message. The headline says, “Find Out How Much Your River Oaks Home is Worth for FREE Over the Phone...” Then it says, River Oaks — if you’re going to sell your River Oaks home in the next six to 12 months, what you do right now to prepare for the sale can make a difference of thousands of dollars. Now, you can get a free over the phone evaluation.” In order to do that, they have to call the free recorded message and find out how much their home is worth compared to other homes in today’s market.

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“Find out how to get a free list of homes for sale and sold in River Oaks over the last twelve months, plus find out how to get a free report of which fix-ups will give you the best return on your investment as you prepare your home for sale.”


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That is compelling. It drives people to call a free recorded message. There you go. You can take that concept, that same application, and fill in the blanks with curiosity.

Using the free recorded message is

This is just a different form of Socratic selling. Alex is the most brilliant person I’ve ever met in teaching Socratic selling and providing all of the turnkey tools to do it with. This is just one more application of using free recorded messages for lead generation.

Alex:

We have a treat for you. This is a stick strategy by the way, because it’s getting you to consume this content. On the bottom of page 10, you see a fill in. We are going to give you some toll free numbers and extensions to fill in their. Let me start by giving you one of them. Write this down in toll free number one. Let me give you mine. That is 1-800-976-8824, ext. 8656. You are free to record that.

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Just so you get a sense of it, this is coming from a future case study that you’re about to see on page 13. It’s all about the Traffic Conversion Secrets course I have.


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For purposes of economics, I’m giving you the exact extension, 8656. On the case study, I’ve changed the extension so I don’t have people that are not taking this class call it.

These lines are being given ONLY for people taking this course

Please, on the honor system, it costs good money for people to call and listen to this. I don’t know exactly how long the recording is, but it’s over eight minutes. Please, this is only for our students taking our Stick Strategies Course. Again, it’s 1-800-976-8824, ext. 8656. Joe, do you have another one?

Joe:

Yes, actually I have several. I’m just going to say them quickly. I would like you to write them down in your notes, and you can listen to them later. There is one I use for promoting my Piranha Marketing Boot Camps. The phone number is 1-800-601-1825. There is no extension. There isn’t even an introduction. It just goes right into the

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testimonials, people talking about their experience. That’s how we actually get people to come to our boot camps. Another free-recorded message is one I did for Armand’s Big Seminar, where I recently spoke and talked about using


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free recorded messages. This one actually does have an extension and a prompt.

Use these examples to decide what you want your 24hour FRM to sound like

That phone number is 1-800-787-2810. Listen, and when it prompts you, enter extension 9000. That is the Big Seminar recorded message I did for attendees of the Big Seminar. Many people who are on this call right now have listened to that one. I sent that out on a postcard. The third one is the Automatic Response Technologies demo line. The reason I wanted to give this one out is not only so you will see how the free recorded message works, but you will simultaneously learn more about how to use free recorded messages. This was recorded by Jeff Troyer himself. I gave out his information earlier. You call 1-800-234-7751. There are many different extensions on that line. I want you to go to extension 7000. Listen to that extension. It’s very cool. The last one I’m going to give you is my friend and client Angie, Claude and Ryan Tewis. They’re in the preforeclosure business and very successful at teaching people how to do pre-foreclosures.

Module 1 One of the things they do with free recorded messages is give away a free DVD at www.ShortSaleDVD.com.


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When people pay $6 for shipping and handling to have the DVD sent to them, they will see that they have a sticker on it. They tested different things.

A FRM can literally transform your business

They do a sticker and a piece of paper that has a preforeclosure help hotline. That phone number is 1-800-2133040, ext. 9033. I’ll talk about this later on. As we do the modules, I might even have them on as a guest to talk about some of the experiences and how one little free recorded message has changed the way people respond to the free DVD, their coaching program and the seminars they sell. It has been worth thousands of dollars to them, and it has been really powerful.

Alex:

Absolutely. Case study number nine is yours, Joe. It’s a multisell postcard, ad, doorhanger or banner. Let’s talk about this because we’re selling more than one thing here.

Joe:

This could be a flier. It could be a sign or a doorhanger. Basically, the headline says, “If You’re Paying More Than $1,142

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a Month for Rent, You Could Probably Own a Home Instead. “In Bethlehem, many renters don’t realize how easy it is to own a home of their own. They just continue to make


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payments on their landlord’s mortgage, feeling more frustrated every month. “If you’re paying more than $1,142 a month for rent, there are

The words “free recorded message” are magic words

several lovely homes in Bethlehem you could own with zero down payment and monthly payments between $1,100 and $1,500. You can find out more by calling 1-800-blah-blah-blah for a free-recorded message.” The three magic words in your ads are “free recorded message.” Does everyone get that? Those are the magic words. “You can get a free list of homes at the website.” Then it gives four different options within that target market’s price range. You can use this for selling cars. You can use it for selling a variety of things. It’s like taking a catalog and making it interactive by adding that human touch, that human voice.

Alex:

Before we go to case study number 10, I have another stick bonus gift for everyone. This is compliments of Joe Polish. This is the Consumer Guide Generator. How do you create

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consumer awareness guides? You no longer have any guesswork because we have taken an excerpt from Joe Polish’s course. and we call this the Consumer Guide Generator.


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It’s trademarked and you can get it by going to www.StickStrategySecrets.com/guide.pdf. Aren’t these surprises cool? Don’t they just create a level of

Be a little surprising with your clients — they will be pleasantly surprised

expectation that is not only a little surprising but also a little more fun than being told in advance? Utilize this in your own marketing. It is a very powerful stick strategy. We are using it purposefully and intentionally so you can experience and feel the difference. Again, it’s www.StickStrategySecrets.com/guide.pdf. Let’s go to case study number 10 on page 12 of your notes. This could be a flier. This could be a yellow page ad. This could be a consumer awareness guide card, a regular postcard or an oversized postcard. Let’s talk about “Most thorough Cleaning Ever, or it’s FREE!” Joe, Can you tell us quickly how this works?

Joe:

Like you said, it could be used on a flier. It could be used on a sales letter. It could be used on a Yellow Pages ad. It’s

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just very powerful. This is one of my clients, Dave Kaiser. He was the Piranha spokesman to the industry winner of my very first “better


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your best” contest. I gave him my convertible Jaguar because he competed in this contest we do every year. I give away cars, just like you’re talking about with the intensity.

You have to do more than just keep your monster going

This guy basically had a million dollar a year business, but he was netting hardly anything. He was just trying to keep the monster going. Within a year of switching his marketing and his messages, using

free

recorded

messages

and

education-based

marketing, he built his business to $1,300,000 in 12 months and netted $325,000 with a carpet cleaning company. Dave is a very happy guy. It’s simply an advertorial looking campaign with a very powerful headline. It goes on to, “Your carpet is crying out for you to call me immediately.” We have circled where it says, “Are your dirty carpets making you sick? Learn how you can avoid six costly misconceptions about carpet cleaning.” There’s that 24-hour free recorded message. He also integrates many of the things that are talked about

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in the free recorded message into “Eight reasons why you should choose me,” where he actually takes the copy ,and puts it on there.


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Alex:

I love the bonus reason because you get more than satisfaction guarantee. As if the previous reasons are not enough and the facts that he has there are not enough, he has a bonus reason.

Give more than they expect

Look at this as a great template. You see a picture of him. We’ve blacked out the number in deference to him because it’s not fair to run up his costs. You get the picture. All you’ve got to do is put your own tollfree recorded message number there with whatever topic you are an expert at, whatever industry you are in, with an extension, using any vendor. We’ve already suggested one vendor to you. Case study number 11, Joe are you ready to move on?

Joe:

I want everybody to know we’ve already given you so many examples of how you can use free recorded messages and scripts. It is a step-by-step tool. If you spend an hour or two going through that, you will get all the powerful things you need to say.

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It walks people through, capturing down on paper the powerful, compelling ingredients they need to put together scripts, to put together consumer awareness guides.


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The Consumer Guide Generator is a tool that I originally created for Strategic Coach clients, because I’m part of Strategic Coach. I actually help a lot of their clients, as well as Dan Sullivan, their

If you aren’t sure how to write a script, use ours

founder and a very good friend of mine, with their marketing. That tool came out of a $1,000 teleseminar. The Consumer Guide Generator, which you are getting, is a very powerful tool. My Nightingale Conant program will be take you step-by-step in the program through the Consumer Guide Generator, also. I just wanted to let you know that if you’re thinking, “How am I going to write a script,” we do it for you. It’s all turnkey stuff. If you just utilize what Alex and I are going to share with you throughout these entire six modules, it is so darned powerful.

Alex:

That is not only powerful. Study that. You will be amazed at what you are going to find at www.StickStrategySecrets.com/schedule.pdf. We will be going over that in a little bit. We’re on case study number 11. This is the home stretch for

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this module. This is an audio billboard. I don’t know if I invented the audio billboard or not, but it is longer than an audio postcard.


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It has audio. It doesn’t scroll that far and has a very compelling message.

A 24-hour FRM is completely robotic marketing

In this case, it’s “Give Me Eight Months, and I’ll Spoon-Feed You My Tested Methods to Convert More Visitors Into Cash.” As far as I know, this is the world’s first audio billboard that had a 24-hour recorded message. The extension you see on the case study is an incorrect extension. That is my birth date. You can remember that in March of next year. The correct extension is live online at www.Traffic.MarketingOnline.com. You’ll hear an audio message. I’m offering a bribe of a VPV Calculator just for calling. The number is 1-800-976-8824 and the extension is 8656. Listen to that message and understand that the billboard pulled 32 orders at $1,800. That’s $57,600 — not bad for robotic marketing. What you may also be interested in knowing is that I sell an additional 22 courses per month, and that’s almost $40,000 a month. Again — not too shabby.

Module 1

It’s robotic. I don’t do a whole bunch of work with this. It’s already set up. I really busted my rear end creating the course, but after the course was created, I just robotically sell it.


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Is this the business you want to be in? I hope so. Please model it. Study it. Listen to it. It is extremely valuable.

Sometimes these things fly under the radar for all of us

This course has made me over $1 million over the last 12 months. Case study number 11 is the audio billboard for www.TrafficConversionSecrets.com. Let’s go to page 14, case study number 12. I threw this in here. Joe doesn’t even know about it. This is what I’ve learned from Joe. Armand and I have dedicated a lot to Joe with our AM2Gold campaign because he really is teaching us a lot as far as the contest model is concerned. If you go to his boot camp, you’ll see what we’re talking about, which I hope you do. That boot camp is coming up in October in Phoenix, Arizona. Over 550 people will be there. Here’s what’s important. Even though Joe is a dear friend, even though we talk every day, sometimes things go under the radar, and I don’t pay attention.

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I haven’t been paying attention for about eight months — shame on me — until I got a postcard critique, one of the last ones I ever did.


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I took Joe’s advice after listening to his Nightingale Conant course, Piranha Marketing.

These strategies each can have multiple ways to utilize them

Case study number 12 is a postcard, but it could easily be a sign that you can put up, or it could be a website. Look at the postcard. The front of it says, “FACT: this sign saved home sellers over $2.87 million in brokerage fees in 2004.” The company is Assist to Sell. That’s a real company. You’ll notice this is also going to be one of the first Spanish recorded messages because this particular area has a lot of Spanish speaking residents. The front of the postcard says, “How much will you save when you sell your home through us in 2005? (Turn this card over for more details.)” Remember that I’m a postcard marketer. The only aim that this billboard has, besides having the MLS logo there and the other logos to get people to see that, is that this is an edified and credible company. We use Help You Sell here in Marin County, but Assist to Sell is another company that assists you in selling your own home without brokerage fees or traditional brokerage fees.

Module 1 The billboard is the one you’re looking at on the top. When you turn it around, on the other side, you see “We do the work. You eliminate up to 77% of traditional brokerage fees.”


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There’s not a lot of copy because you don’t need a lot of copy. “Call Our Consumer Awareness Hotline Toll-Free” and then there’s a number, “24-hour recorded message.” Look at this.

You don’t need a lot of copy on a postcard

“No salesperson will call you.” The only reason a salesperson would call them is if they left a message and said, “Call me.” By putting “no salesperson will call you,” those five magic words will get more calls. Joe Polish, is that true or false?

Joe:

It’s absolutely true. It’s the slightest little things. How much more non-threatening could one person be? It’s awesome.

Alex:

Here’s the power of this for anyone who does real estate, anyone who has signage. I have never in my life seen this, ever. I hope people start using it. They are brokers but the seller does all the work. Here’s the deal. Why not put a 24-hour recorded message or consumer awareness hotline on the sign? Isn’t that the most

Module 1

powerful collateral that a realtor has? When people are driving by and looking at the home, isn’t that better than getting a listing? Isn’t that better than having a realtor


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breathe down someone’s neck or shove information down their throat and say, “Hey listen, will you list with me? I know you’re interested. Here’s my information. Here’s my card.”

A FRM can be a consumer awareness hotline

No one likes that. My wife used to sell real estate in New York City. No one likes that. What if you had a 24-hour recorded message or consumer awareness hotline? “The biggest mistakes people make before buying their home.” “The biggest mistakes people make when selling their home.” Whatever you want to call it. What if you put it on the signage in front of the home? Wouldn’t that get a few calls on the tollfree number? I think so. That’s what I’m attempting to do. This postcard not only has the 24-hour recorded message, we’re going to put it on the signage. I can’t wait to get the results. I haven’t seen anyone else do it. If it’s happening, please let us know in our feedback area online, www.StickStrategySecrets.com/feedback, or you can send an email to Gina at [email protected]. Using the signage as the most important collateral is a great

Module 1

way to get consumer awareness and educate the prospective buyer to get listings if you’re in real estate or in any kind of signage outside.


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Just think about, “Where can I put the number to my 24-hour recorded message?” Let your mind go wild.

Let your mind go wild with how you can utilize these stick strategies

On page 16, you have seven spots to put your ideas. I hope that will be one of them. Are there any comments on that before I go to the final one, which is case study number 13?

Joe:

No, absolutely not.

Alex:

The final case study is case study number 13. I just purchased this domain name this morning. That’s how crazy this is. You can go to www.AudioGenerator.com and get a seven day trial for one dollar. If you have AudioGenerator™, then you know that the postcards there have these long strings of numbers and letters. That’s just the way it’s set up. What if you had a redirect URL? What if you went to www.CallAlexAndBrian.com. Guess what? I own it. It

Module 1

redirects to that postcard. I hope you will let this idea percolate in your mind. This is an audio postcard and in the audio postcard, you can have a 24-


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hour recorded hotline. In this case, I’ve put a mock number, 1800-555-1212, ext. 1234. It doesn’t exist.

Get your people to take action and be more intimate with them

What if you needed a little extra oomph to get people to take action and a little more intimacy, while you’re at it? That not only will work, I’m going to be utilizing it from this point on. I have not done it. Shame on me. You can have these redirect domain names like www.CallAlexAndBrian.com. Anytime I do a promotion with Brian Tracy, I’m always going to use that, CallSuchAndSuch.com. You’ve heard it for the first time here. Take those domain names because they will be very valuable. Write your notes down and remember that on the next page, page 16, we want you to write down you seven ideas. I hope you will continue writing ideas because there are a ton of them you can come up with. I have written quite a few down myself. We will have a special section for you in our member’s area, which you’ll be hearing more about.

Module 1

That concludes MODULE 1: “No-Staff Selling System &

Automatic Lead Generation” of Stick Strategy Secrets. Join us for MODULE 2: “Voice-Fax Broadcasting & Proven Script Templates.”


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