Five Minutes With Jack Ramblings Of An Insane Internet Marketer

April 20, 2012

Episode-109- If Don’t Have Time to Write a Book, Speak a Book

Filed under: Podcast — Tags: , , , , — JackSpirko @ 6:36 pm

Okay so I am the “insane internet entrepreneur” but have I now gone over the deep end?  How the hell do you speak a book, not an audio book but an honest to God real book with pages and covers, etc.  It is called transcription, you make a recording and pay someone to transcribe it.  Generally speaking I have noticed the cost to be about 75-125 per hour of audio with sometimes it being more or less based on the quality of the recording and the number of speakers.  So if part of it is an “interview” you can expect to pay a bit more.  Yet this is a great option and had I done this myself I would likely have 20 published books by now, vs. 4 that are all half finished.

Join me today as I discuss…

  • Running some numbers on the cost of production
  • Editing, professional or self editing or a hybrid
  • Producing your book in multiple formats
  • Selling the “down and dirty audio” at a premium
  • You don’t have to be a great speaker, you just have to be easy to understand
  • Writing really great books and letting others do the work
  • Hey it worked for Gary Vaynerchuck
  • Some things you are better off writing anyway, but may be not

Discuss Episode 109 at TheRoadTo100K.com

April 3, 2012

Episode-102- Thoughts on Things Like Zazzle or Cafe Press

Filed under: Podcast — Tags: , , , , , — JackSpirko @ 5:15 pm

One of you guys asked me about using sites like Zazzle to sell items like T-shirts vs. doing your own fulfillment.  The simple way to look at this is why are you selling something like t-shirts, hats and mugs?  Is it

1.  As adjudicative revenue and mostly because you audience wants them.

or

2.  A major component of your revenue.

If it is option two all I can say is you better be building a really world class brand and your items better look cool as hell and be something even people who don’t know you would want to wear.  It can be done, Bryan Black at ITS Tactical has proven it, check out some of his branded items here.

My experience with Zazzle is…

1.  They do a good job on fulfillment so customers are happy

2.  They are expensive but customization is unlimited for the customer

3.  Designs are limited to centered on front and back, this DOESN’T lend itself to really cool designs

When you do your own fulfillment you can make on average 7-12 dollars per shirt vs. about 1-2 dollars per shirt on Zazzle and other similar sites.  Personally when I look at these numbers I don’t have the time to do fulfillment on items such as this and don’t want the headaches of managing an employee.  Hence I either use a partnership arrangement for fulfillment or would use a service like Zazzle or Cafe Press just to serve the audience.

In the end you can make your own decisions on this based on your business, but let me say with some rare exceptions T-Shirts and Hats do not make a revenue model in and of themselves.

Discuss this Episode at TheRoadTo100K.com

March 23, 2012

Episode-99- How to Effectively Gain Relationships and Sponsors Part 1

Filed under: Podcast — Tags: , , , , , — JackSpirko @ 5:06 pm

So on Monday I told you how NOT to reach out to other site owners for links or reviews, etc.  I realized though that my rant while likely entertaining really didn’t tell you the right way to do things.  So today I am making that right.  Not only will I tell you how to gain real solid relationships today, my method for many can actually lead to the foundation of your primary monetization model.

Excuse the short show notes today I have to get on the road down to Dallas-Fort Worth today as early as possible.

Discuss this Episode at TheRoadTo100K.com

March 13, 2012

Episode-95- How Any Business Can Use “High Tech and High Touch” Marketing Online

Filed under: Podcast — Tags: , , , — JackSpirko @ 4:34 pm

Often when I talk about well, any form of online marketing the excuses begin to flow.  Well my business is different, we only sell locally, we sell a physical product and don’t ship it, yadda yadda yadda,  My response BULLSHIT.  Business is business folks!  There are certain rules to business with a key one being that people want to do business with people.  I don’t care if the product is software for a global company, a podcast or even used tires.

Yes used tires!  Tune in today to hear how my father basically used the same business model I use today to sell used tires in Jacksonville Florida in the 70s and 80s.  Of course he had no internet to work with back then but the way he did business is exactly how I teach today in 2012.  The reality is the internet isn’t your business it is a communications platform on which you conduct business.

Discuss Episode 95 at TheRoadTo100K.com

January 27, 2012

Episode-74- Thoughts on a Service Based Business

Filed under: Podcast — Tags: , , , — JackSpirko @ 7:20 pm
Services are a High Margin Product whe Run Effectively

Services are a High Margin Product whe Run Effectively

It is well known that I prefer a informational or soft product to a hard product for online marketing.  I am not anti physical product or anything I just know for a fact margins and logistics are much better with a non physical product.

This though has spawned a listener question on service based business.  My thoughts on this are…

1.  A service based product should have high margins
2.  A service based business must be scalable either with bodies or technology
3.  A service based business has some inherent limitations but that doesn’t make it a bad model as all models have limitations

Tune in for some ideas on how you can add a service based component smartly and why all bloggers and podcasters are already on some level a service based business.

Discuss this Episode at The Road to 100K Forums

December 7, 2011

Episode-54- The Truth about Wealth Creation

Filed under: Podcast — Tags: , , , — JackSpirko @ 5:06 pm
Money is Abundant only The Mind is Limited

Do You Really Understand Wealth Creation

Join me today as I discuss an total idiot of an author who did an article in a recent edition of “Countryside and Small Stock Journal“.  I really like this magazine by the way but this article which was called, “The Myth of Wealth” was complete idiocy.  Yet even in idiocy if you look with an open mind you can find something useful.

What I realized is that many small entrepreneurs are allowing this same type of thinking to effect their ability to create wealth for themselves.

This is true even though 99% of you would probably agree that the author’s contention is moronic.  Join me today as I explain how this type of thinking effects many people under a different auspice.

November 17, 2011

Episode-45- A New Look at the 1000 True Fans Model

Filed under: Podcast — Tags: , , , , , — JackSpirko @ 5:00 pm

Technium ran an article a few years back called 1000 True Fans and it was a big hit with internet based entrepreneurs.  The reason was simple, it took what seems like a huge task, (earn a living doing what you love) and broke it down into an easy to understand and very doable concept.  Simply put if you get 1,000 people that will spend one years salary on you per year, you have a reasonable income and one most people can easily live on.

The author has down two follow up pieces and even is willing to perform a critical analysis of his own work, (something very few people are willing to do.  The follow up pieces are…

These follow up pieces and other objections I have read to the model got me thinking.  The reality is 1,000 True Fans does work, I have done it.  There are some key holes in the idea though and today I discuss how to fill them.

On another note I went out and go a Plantronics Head Set and a Sony Recorder yesterday.  Today’s show uses the new gear and should provide you a much better audio experience.  So much for iPhone Podcasting!

Some of the key holes in the 1,000 True Fans Model include…

  • 1,000 should be a base not a finish goal
  • You have to produce enough new merchandise per year or back fill new fans
  • Some fans will “fall out”, you have to out build your attrition
  • Your 1,000 fan based income should be one component of your income not your sole income stream
  • Your fans must never be taken for granted
  • There must be a greater focus on your “lesser fans”
  • True fans must be conditioned to be your “champions” and become self replicating

August 16, 2010

Episode-25- Defining the Who, What and How

Filed under: Podcast — Tags: , , — JackSpirko @ 8:00 pm

Today’s episode of Five Minutes with Jack focuses on Defining the Who, What and How of your target market demographic.

The last few episodes were really a series and this one wraps them up before we go on to a new subject.   Up till now we have simplified marketing by stating that the follow is true when it comes to being successful with marketing your business.

  1. There are rules of business, these must be followed
  2. There are only two types of marketable products at the most simplified level (wanted and needed)
  3. Smart small business people sell to the want and focus on a desired product model
  4. All desired products that are highly marketable fit one of three classifications (life changing, profit yielding or entertaining)
  5. The best products are a combination of all three classifications above

Today we focus on the final piece of the puzzle, defining and marketing to your target customer.  To do this we only need to answer three questions.

  1. Who are they (BE SPECIFIC)
  2. What do they want (BE VERY SPECIFIC)
  3. How do they want it delivered (BE LASER PRECISE)

Tune in today to learn how to answer these questions and dominate your market.

Episode-24- The Golden Trifecta of Product Marketing

Filed under: Podcast — Tags: , — JackSpirko @ 5:45 pm

Today’s episode of Five Minutes With Jack helps you to define the golden trifecta of product marketing.

In my last episode I discussed how there are only two types of marketable products and they are needed and desired.  The smart marketer of course wants to sell to the want vs. the need because needs are commoditized, fully of competition and have low margins.  Wants on the other hand are more niche based, have higher margins and allow you to compete with big competitors by leveraging brand affinity with your audience.   Today I will tell you something even more important, when it comes to “desired product” all highly marketable products fit into at least one of three classifications.  These are

  • Entertaining
  • Profit Yielding
  • Life Changing

Many would be quick to add “educational” but all three of the above can and often are educational.  The three points above though are what drives the mind of the consumer in every buying decision when the item is a want vs. a need.   Examples are

  • Movie Ticket – No one needs this!  You might learn something but most movie tickets are sold because people want pure and simple entertainment.
  • Profit Yielding – An example would be software that tracks your online sales, conversions, etc.  You don’t “need it” as in you won’t die without it.  You buy it because it can make you money or prevent you from wasting money.  It is a desire not a need driving the buying decision.
  • Life Changing – The classic example is weight loss products be they physical (a pill) or informational (a set of DVDs).  Loose 30 pound you definitely change your life.

When you understand these three classifications, marry them to the concept of selling to your customers want and add that to a business where you are following your passion you have a true recipe for success.

August 15, 2010

Episode-23- There are Only Two Types of Products

Filed under: Podcast — Tags: , — JackSpirko @ 8:35 pm

I can hear you now, “two types of products, nonsense!”, but alas it is true.  Of course you could make a list of soft products, hard products, consumer, b2b and keep going.  Paper, metal, plastic – on and on right.  In so many places and so many sectors you can go down list after list and I have the arrogance to tell you there are only two types of products?  You are damn right and I will prove it to you too.

When you want to master something as complex as marketing it is more about how you think than what you do.  Thinking lets you create campaigns, cease opportunities and find success when your competitors are falling on their asses!  To think effectively, you must first get rid of clutter and evaluate your world in the most simple terms possible.  Complexity comes later as needed and only as needed.  The fact most people don’t get this is why so many really smart people can’t seem to find their own asses in a dark room.

So what are the two types of products as far as a marketer is concerned, they are….

1.  Needed

or

2. Desired

Needs are the market most people think they want to be in but it is the worst market in the world for the small player.  Needs (in our modern world anyway) are food, water, electricity, gas, phone service, etc.  These markets can make you money but only as a cog in the machine you can never really own them as a small player.  The cost of entry into the “food market” (note I mean the general food market) is so steep and margins so thin as to be a playground for the rich kids where you are not welcome nor can you afford the tuition the school anyway.

Desired products are things people “want” vs. “need” and while you are smart to not focus on wants in your home when balancing a budget it isn’t what most consumers do.  In the middle of a recession people buy custom surf boards, fancy running shoes, the latest fashions and movie tickets.  No one needs these things, they want them.  Hence margins are higher, niches more defined and opportunity much larger than in the needs market.

Understanding this lets you even play in the “needed” world while selling to the wants.   Take food for instance, try to compete with a new grocery store selling random crap from Kraft, Heinz, etc and you will get steam rolled.    The best you can hope for is killing yourself to set up one or two “successful stores” in towns so small the big chains ignore them.   If you want to try it in Jacksonville, Dallas, Atlanta or LA, you better have a billion dollars and you still an go broke if you don’t get it right.

Now turn it around though and sell a food (need) that is specialized to a desire (want) like say locally produced honey.  No one needs it, no one, seriously it has benefits but I don’t need it and neither do you.   Yet because people WANT it they will pay 2-3 times more than they will for SueBee’s honey on the shelf of a Kroger or Albertson’s supermarket.

The lesson here is bigger than just sticking to selling what people want vs. need, it is also about what I call “selling to the want” vs. trying to convince your customer that he needs what you are selling.  In the end I will put it this way; people blow money on what they want, they are cheapest when it comes to filling a need.  Most will drive an extra block for 3 cents off a gallon of gas but not bat an eye at a well made late or nice glass of red wine.  So always sell to the want.

Tune in next time when I reveal the only three classifications of  desired products.

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