Marketing strategies are always evolving to keep pace with customer desires and attention spans. People are inundated with marketing information today through emails, internet ads, events, etc, and it has become so important to stand out from the crowd. Jason Hartman is joined by long-time marketing expert and author, Bill Glazer to talk about how to catch the attention of your intended customers with Bill’s outrageous strategies. The goal, obviously, is to get your messages opened and read. So how do you do this? Listen for details at www.SpeakingofWealth.com. Bill mentions several creative and successful marketing techniques that he employed or that fellow marketers have used, such as a fun, tri-fold placemat that when unfolded, contained a complete sales letter. He encourages making all marketing material and media engaging and compelling with a good story, a good offer, and a deadline. Personalization is another key element. There are many different ways to set up a marketing campaign to launch a product or service, such as Webinars, a short series of marketing videos, affiliate relationships, direct response and long-form sales letters, always following the form of a good story, a good offer, personalization, and a deadline. Jason and Bill also touch on the most effective types of guarantees and refund policies.
Bill Glazer is one of the most celebrated marketing advisors in the world and bestselling author. . He is best known for his OUTRAGEOUSLY EFFECTIVE direct-response advertising and direct mail. Many of his campaigns have pulled in over one million dollars in sales. Bill and his “Outside the Box” Marketing Strategies have often been featured in the most prestigious Marketing Magazines in the world. Most recently, DM News, which is the newspaper of record for Direct Marketers, ran a feature story on Bill’s Outrageous Marketing Strategies that are Outrageously Effective.
In 2000, the industry journal MR Magazine names Bill and his BGS Marketing System to the list of the 100 Top People, Places, and Things Impacting the Industry at the Millennium…the equivalent of being named to People or Time Magazine’s list of the 100 most noteworthy or influential individuals.
Perhaps the shining jewel of Bill’s accomplishments was his winning the prestigious RAC Award at the 2002 Retail Advertising Conference. This honor is equivalent in retail as the Oscars are to movies and the Emmys to television.
In 2003, Dan Kennedy asked Bill to partner with him to provide marketing and business building advice to both of their list of members that now tops 100,000 worldwide. In 2010, Bill sold Glazer-Kennedy to a Private Equity Company and now works one-on-one with private clients throughout the world. He can be reached through BillGlazerConsulting.com.
Female Voice: Speakers, publishers, consultants, coaches and info-marketers unite. The Speaking of Wealth Show is your road map to success and significance. Learn the latest tools, technologies and tactics to get more bookings, sell more products and attract more clients. If you’re looking to increase your direct response sales, create a big time personal brand and become the go to guru, the Speaking of Wealth Show is for you. Here’s your host, Jason Hartman.
Jason Hartman: Welcome to the Speaking of Wealth Show. This is your host, Jason Hartman where we discuss profit strategies for speakers, publishers, authors, consultants, coaches, info-marketers and just go over a whole bunch of exciting things that you can use to increase your business, to make your business more successful and more and more passive and more automated and more and more scalable. So, we will be back with a brief interview. Be sure to visit us at Speakingofwealth.com. You can take advantage of our blog, subscribe to the RSS Feed and many other resources for free at Speakingofwealth.com, and we will be back with a great interview for you in less than 60 seconds.
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Jason Hartman: My pleasure to welcome Bill Glazer to the show. I’ve been a follower of his for many years. He is a Marketing Advisor and a best selling author. And he is known, if you haven’t already heard his name for outrageous marketing strategies that are outrageously affective. Bill welcome, how are you?
Bill Glazer: Sure, good to be with you, Jason.
Jason Hartman: The pleasure’s all mine. Talk to us a little bit about your background, if you would. You have a long history in this business and you’re outside the box marketing strategies and we’re just looking to hear more about them today.
Bill Glazer: Well actually, it’s interesting. I started in the retail business. I joined the family retail business way back in 1974, but when I started to apply some more unusual/outrageous things to my own retail businesses, my businesses sort of just blossomed and I also became a gracious student of marketing and I marketed with Dan Kennedy in — let’s see, that was 2004 and we built a pretty big company called Glazer Kennedy Insiders Circle Web and was catering to well over 100,000 entrepreneurs, business owners, speakers, authors, whatever throughout the years and I eventually sold that business last year to a private equity firm.
Jason Hartman: Fantastic. And what do you see are some of the biggest mistakes or missed opportunities, Bill that speakers, authors, info-marketers are making? What are they missing out on?
Bill Glazer: Well, I would say too much metooism where everybody sort of looks like the same thing. Now, that can actually be taken to yet another level which is the fact that whatever they’re doing, it’s — I hate to say it, is boring. And that’s why the — it worked for the metooism sort of comes in. People are just inundated right now with marketing messages. It doesn’t matter if you’re speaking from the stage. It doesn’t matter if you’re writing a content. It doesn’t matter if you do websites. They’re just inundated with too much information and you got to really set aside — pull yourself out from the clutter and make sure that you stand out from everybody else. So, the biggest mistake I’ see people making is they just look like everybody else.
Jason Hartman: Right. And I mean, how can you stand out? That’s the $64,000 question, of course, how do you make yourself look different in a world where you’ve got so many people promising to help you get rich, change your life, loose weight, you know whatever it is, the promise of the day?
Bill Glazer: Well, the first thing I would do is I would look at what everybody else is doing and making sure that I just don’t look like everybody else and do the same things. The second thing I would be doing is then put your marketing on steroids by becoming what I call more outrageous, whereas when somebody sees or hears your marketing message, they have to stop and take notice of that.
Let me give you an example of that Jason, and what I mean by that. Years ago after work, I went out to dinner with my wife. We went to a diner, and as we were sitting in the diner, my wife started giving me the list I don’t know if you’re married or not, Jason, but anybody’s who’s married they’re going to get the list from their wife of everything your wife wants you to do. And at that particular time, that list was a pretty long list, that night and I was looking for some place to write it down and the only place I could find some paper was a placemat that was in the diner, and I carefully wrote the list around the corner of the placemat and then it occurred to me that I could actually write on a placemat and mail it out to somebody and I created a placemat at a fictitious diner for the customers of my retail store. I mailed it out to them and it was the second most successful marketing piece I ever did.
Now again, most people when they think of a placemat, the think, gee this would be great for a restaurant to market, but what I did is, when it got into the mailbox, it had to get noticed and it had to get opened and it had to get read because it’s just so unusual. So that’s a great example of being more outrageous, and nobody’s thinking that a retailer — I was in the menswear business. Nobody’s thinking of a men’s or retailer is going to send somebody a placemat. So, that’s a way of getting outrageous. And in my book, I have 108 examples of different outrageous advertising pieces that are ready to be really swiped and used in other businesses.
Jason Hartman: So, the one bit of skepticism I might say about that one, but I think this is making a comeback and that’s that it’s old fashioned — it’s nail mail and so many marketers now days though, they haven’t been collecting physical addresses, which may be a big mistake. I will be the first to agree on that one, but how can you look more outrageous when you’re doing things electronically, because, you know —
Bill Glazer: Well —
Jason Hartman: — a lot of marketers are just not willing to do the cost of direct mail and they don’t have the list. They talk about their lists. They’ve got these huge lists, 50 — 100,000 people but they don’t have physical addresses.
Bill Glazer: Well, I would tell you two things about that. First of all, I’m going to answer your question and then I’m going to take somewhat of a confrontational approach —
Jason Hartman: No problem.
Bill Glazer: — let me take that first.
Jason Hartman: Sure.
Bill Glazer: The confrontational approach I’d take on that is, I would only be using direct mail if you want to be rich. And I say that [inaudible] okay.
Jason Hartman: Uh huh, certainly.
Bill Glazer: But I don’t know any great company that I’ve ever worked with — you know, companies that are doing one hundred million dollars — a quarter of a million dollars. I had one company that I work with that’s doing close to a billion dollars. I don’t know any great company out there right now that’s not using direct mail as a component part of their marketing.
Now with saying that, every type of media there is — so now you’re referring to emails and you’re referring to websites and you probably can throw social media in there as well, or the online media, there’s no reason why you don’t become more outrageous in your marketing online, you don’t become more outrageous in your emails. You don’t become more outrageous in your websites. Most great marketers today are doing Webinars, and you’ll become more outrageous in your Webinars. So like for example, there’s a real revelation right now of people using cartoons on their websites, animated cartoons and using cartoons in their emails. And you can become very outrageous with those. But what you really want to do is you want to get your messages opened and you want to get your messages looked at. And if it’s boring and it looks like everybody else’s, then it just becomes like I said before, metooism and people don’t want to open up your emails and they don’t want to look at your websites.
So again, in my book there’s a great example in the book from great internet marketer, Yank Silver. Your listeners have probably heard his name.
Jason Hartman: Sure. I had him on the show, yeah.
Bill Glazer: Oh great. He’s one of the top internet marketers there is. And a great example of his website that was in there where his wife was threatening to leave him if he didn’t get rid of everything that was in his closet, all his resources. That’s a great example. So you could easily become more outrageous or alive and I actually advocate it for — very much so. And every media that there is, I don’t care if it’s radio, television, pod casting, signs that you hang up in the business, every media that you use, needs to be what I call outrageous. It needs to stand out from the clutter.
And I’ll tell you, if I could just add one more thing, is that what happens when you become this, the number one thing that people on your list are saying to you is, when are you sending me the next thing? They’re looking forward to getting your marketing as opposed to it becoming just like somebody’s just trying to sell me something.
Jason Hartman: On your placemat example — so what did you do, just have a placemat designed and folded up, put a sticky tab on it and postage and it went, or how did it work?
Bill Glazer: Yeah, I call it Fast Eddie’s Diner and I actually had some fun with it because I put at the bottom of it, I put in there, we well breakfast, lunch, dinner, cocktails and have lap dances. And so we had a lot of fun with it and the whole — and so, we tri-folded it and we actually mailed it as a self mailer and the inside of it, the back side when you open it up there’s an entire sales letter that was hand written there, by the way on that sales letter, and that was probably the third most successful marketing piece I ever created for that retail business.
If we have time on the call today, we could probably talk about my most successful one, because I think your listeners will enjoy that, as well.
Jason Hartman: Well, you can’t just put that out there Bill, and not tell us what it is. So, we have time.
Bill Glazer: Well, number one is that’s called a heavy piece, number two is I just used a direct response technique on you or to get you to emphasize.
Jason Hartman: Sure.
Bill Glazer: But putting that aside, let me share with you what it was. It was actually — and I learned this from — by watching a politician who did something like this, which I created a five page handwritten sales letter that was written on yellow legal pad and I mailed it out in an envelope. And when somebody got this five-page handwritten sales letter, I then told a story which is a direct response technique, you know Jason, I told a story that I’m sitting at an airport, getting ready to get on a plane. I just spoke to my manager of my store and business wasn’t as good as it should be and then I went on for five pages and talked about the fact that — of having a special savings opportunity just for my best customers. Now in this particular case, it happened to be over 10,000 people but they didn’t know I was sending it out to 10,000 people, and then I went on and told the whole story, what was included and how much the savings was, and at the end of it I had four handwritten shameless [inaudible] coupons.
Now this five-page letter, by the way, is in my book. So anybody can pick up a copy of the book and you’ll have the actual letter. And the important thing about this is mine wasn’t the most successful marketing piece of every time, but every business that I’ve ever known that have done it, whether it’s speakers, authors, mortgage brokers, one guy sent me a letter from New Zealand under Winery there. Everybody that’s ever used this five-page hand written sales letter has always gotten great response from it and it’s very easy to take the copy and just use it for your own business. So, that was the most successful piece I ever did. And people are now doing that, by the way online, using actually hand written where it looks like yellow legal pad online in order to send out their sales messages. So, it works online as well.
Jason Hartman: What would you say Dan, about the world we live in now days where everybody’s pressed for time and your sales letters are nothing short of phenomenal, by the way, but the long form letters, is that something that still works in today’s time-starved error?
Bill Glazer: It’s a great question, by the way. The only reason why people won’t spend the time with you in order to read your marketing messages is it — a couple of things happen. Number one is you’re boring and most people unfortunately, are very boring. So if you’re boring, you’re not going to keep anybody’s attention.
The second reason why people are not going to read your longer form sales letters is because of the fact that you’re just not interested at all what you’re talking about. There’s no interest at all. So like for example, I just bought a brand new Porsche and before I bought my Porsche, I was a huge consumer. I wanted to learn everything I could about this Porsche before I made a buying decision. So, I would spend hours reading stuff up on it. So, I — it was important to me. I found the time. So my point that I’m trying to make here is that if you are very careful about who you send your message to knowing that people are interested in your message, and that’s important, the list is very important, knowing people are interested in your message and then send things to them that’s interesting, fascinating and keeps their attention, they’ll read long form sales letters.
I’ve read the sales letters as long as 36 pages that have generated millions of dollars and so it’s really not a case of the fact that people won’t read long form sales letters, it’s because you haven’t earned the right for them to read it yet.
Jason Hartman: Any tips on — I’m sure you have them. I mean, what are your tips on designing, drafting, making those long form letters? I mean, there are a few real big names in that field and you’re one of them, but how do you do them? How do you keep them so engaging and how do you write them? I mean they’re huge. They’re very, very compelling, as well.
Bill Glazer: Well, let me first let everybody at ease for a second and let people know that everything doesn’t have to be long form. So like for example, I’ve also been very successful with a simple post card. I’ve been very successful with simple emails, very short emails that have taken people to video sales letters and to — you know, a length from the email to a video sales letter that has made them sale. So the first thing is, you don’t only have to be long forms. As a matter of fact, my recommendation is it’s a combination of short form and long form.
Now specifically to your question, you really want to make sure you apply — well, there’s three things that make for a good response. We’ll start with that. Number one who you’re sending it to, the list. So you have to have the right people to send it to. Number two is, what is the proposition or the offer, so to speak and number three is, what does it look like? What’s the format of it in order to keep peoples’ attention? And again, to be somewhat self serving here, anyone who wants to go to Amazon.com and pick up a copy of my book for whatever it is, and I know they discount on Amazon.com, but in the book I go through all the direct response techniques, but to give you a couple of them, I mentioned already that you want to have a good story in there and that really engages people. Your want to have a good offer and you know what, I can guarantee you right now you don’t have a good offer unless you have a deadline. And the deadline don’t have to be only by date. I talk about the different types of deadlines in the book, and then you want to use other little tricks such as personalization, if you can, what we call double readership path, where you break up the copy into little snide bits or little sub-heads throughout where someone doesn’t have to read everything, but just the right things to get the gist of it as well. So there’s a couple of — maybe I think five tips right there, and there’s — again, there’s more in the book.
Jason Hartman: And that’s the outrageous advertising book, right?
Bill Glazer: Outrageous advertising that’s outrageously successful.
Jason Hartman: Okay, fantastic. Well, what other great techniques or things that you see that info-marketers are using now days?
Bill Glazer: Most of the info-marketers that I know are definitely engaging — heavily embracing the concept of Webinars today. So that’s a very, very important media that I think that any info-marketer should really be looking at because when I first got into this business, we didn’t really have Webinars. As a matter of fact, Al Gore hadn’t yet invented the internet.
Jason Hartman: Yeah. Well, he certainly hadn’t invented global warming.
Bill Glazer: Sure, sure. So back then, most info-marketers were looking at becoming professional speakers and I’ve done my share of that as well, but the Webinars today are really doing really, really well. So one media that I would suggest is to use Webinars. Now, with these specific Webinars again, I’m saying the exact same thing has to be done there. You want to be different. You don’t want to look like everybody else. And you know, a lot of people are just putting up slides, so to speak, and just looking at texts. There’s a way to put that in steroids where your actual texts can look better, using illustrations, using photos to make your point for when you’re delivering your Webinar. But again, you’ve got to have all the other basic principles. You’ve got to have a good offer. You’ve got to have a strong call to action, which makes people respond right now and when you have those things, you have a very successful Webinar.
Jason Hartman: Do you recommend automated Webinars and a certain platform for that?
Bill Glazer: Well, I answered both questions, but the platform I don’t really recommend any platforms because there’s so many of them out there and every time I turn around, there’s a new one that pops up. And also the other thing when you start recommending platforms, it’s like any other software. I guarantee that their software will have bugs in it.
Jason Hartman: Right, sure.
Bill Glazer: I’m afraid to recommend any platforms.
Jason Hartman: Fair enough.
Bill Glazer: But in times of — what’s the first part of your question?
Jason Hartman: Well you know, first of all do you recommend automated Webinars at all —
Bill Glazer: Oh yes.
Jason Hartman: — when you say Webinars? Yeah. So you recommend those, and then —
Bill Glazer: I not only recommend automated Webinars, but I recommend also automated launches and I recommend both of those because all the effort is really put into creating the thing and then moving it from creating to automated, is not that difficult of a task. So, if you think all that works —
Jason Hartman: You might as well scale it.
Bill Glazer: — why not just have things exactly rght?
Jason Hartman: Sure. When we talk about product launches, because you mentioned that, this formula that many big names in the industry are on to about product launches and so forth, do you see that waiting at all or is that continuing to work as the continuing future of our business?
Bill Glazer: So, that a great question by the way. And I do — right now, there’s a lot of my private clients. I still do a lot of work with them on creating launches and evergreen launches. And what I find is that for many people they were way too dependent just on launches by themselves. So they basically were living from launch to launch. And again, let’s not mention any names because many of them are — pretty much folks are doing that right now.
What I find — what makes a lot of sense is to use a launch as a component of your business but certainly not exclusively the only way that you’re marketing your business. As I said before, 90 percent of the effort is in creating the launch. Once you create the launch, why not make it evergreen, whereas you can constantly have partners send traffic into you launch sequence. But conception ally, the concept of the launch, which at it’s pure sense is watching four videos over a period of a week, knowing that not everybody — very few people are going to watch all four, but many people will watch enough to get the concept and then giving them enough quality information, sort of like Jeff Walker talks about his sideway sales letter and there’s enough content there to get you highly interested that at the end of that week, an aversion is usually the highest — amongst the highest that’s going to be on the internet. And I’ve seen conversion as high as 10 percent on some of these launches, which is unheard of in the internet today.
So, I get my point to you is that I still believe there’s a very important place for it because launches do a lot other things for you. It’s a great list building tool and it’s also a great way to get affiliates to promote you. So, there’s lots of good reasons to do it and I highly recommend that people look at it as a good strategy to add to their business but not to make it their business.
Jason Hartman: Let me take a brief pause. We’ll be back in just a minute.
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Jason Hartman: Bill, what are your thoughts on price points? In this world it’s anywhere from seven dollar e-books to everything, $100,000 a year coaching programs or $3,000 or $2,000 price point products. Where should one target their price points?
Bill Glazer: Yeah well, it’s somewhat of a slippery slope there. It’s a great question, by the way. Well first of all, when you do a launch, if you do it the right way, you’d heavily earn the right to be at a higher price point, doing it the right way. Okay. So, most people are — that are doing launches, they’re kind of hovering around the $2,000 price point. Now with saying that — and the other advantage of that as long as you get high enough conversion is you keep your affiliates very happy. That’s the number one thing affiliates want to get is they want to make money, right. But at the same time, I mean I have a long time client who does quite a few seven dollar deals and he actually will pay his affiliates more than the seven dollars when he gets a sale in order to keep them engaged and get fast money up front. So, there’s a place for sort of both, you know.
But again, when you look at a launch, you have to make sure you have enough conversion, so you have to have a proven launch that’s going to keep your affiliates happy. They’ve got to make enough money to be happy. So, that’s what — it’s hard to make a lot of money on seven dollars — selling seven dollar e-books. So, you’ve to —
Jason Hartman: Even if you pay people $10.00 per book, it’s hard to make a lot of money.
Bill Glazer: Yeah. I mean you know, if you’re selling a $2,000 product, and you give them 40 percent, where they’re making $800.00 per sale, you have to sell a lot of seven dollar books before you get to $800.00. So, that’s the reason why I don’t see — how do I see them? I don’t see a pleathery of seven dollar e-book launches. I see more in the $2,000 range happening.
Jason Hartman: So, $2,000 range and then you know, any thoughts on packaging? Should it be digital downloads, physical CDs, DVDs? I’m starting to see a lot more now Bill, used in the online learning format where it’s an online course and there’s maybe no physical product. What are your thoughts there?
Bill Glazer: Well Jason, first of all let me compliment you again, because that’s another great question. Okay.
Jason Hartman: Well, thank you.
Bill Glazer: So, good for you. So, I’d like a — well, let me back up a second. What I pretty much am teaching my clients is to do a combination of both. And what do I mean by a combination of both? So in most cases, they’re delivering the bulk of the content online on an online learning platform, but with all the cases, I’m telling them to mail something or several things to the buyers, because by mailing them something physical, it substantially cuts down on refunds. So with the launch, refunds are a big issue that you really have to control with launches, because what happens with launches is people get so hot and bothered, they get so excited about what you’re saying to them that they’ll buy stuff, but they make plans to just return it.
So, what I like is a combination of both. So like for example, I have a copywriting course that I created called Creating Copies That Sells. It’s actually owned by my former company, Glazer Kennedy, and with that I’ve sold probably six million dollars worth of products over the years and actually Jeff Walker rant that launch for me five years ago, when I first launched it. But with all cases, it’s all — the content is delivered online but there is a big box of stuff that they get to their house that’s mailed to them, which a lot of it is redundant to what’s bought online and I think that’s the best way to do it, which again allows, when you’re selling a $2,000 product, it kind of allows you to mail them something also.
Jason Hartman: Sure.
Bill Glazer: So, the combination of mailing something physically and teaching them stuff online, is also really helpful. I like teaching online because when you teach online, you’re in control of the content presentation. So like when you speak from the stage, you’re in control of the content presentation, and the same thing in this particular case, so I like the combination of both. Is that helpful to you?
Jason Hartman: Yeah, very helpful. Thank you. Maybe kind of a last area we can explore is the area of guarantees and refunds, because that’s important y. You say on launches, especially, people get excited and then they get buyers or [inaudible] and then you have a lot of refunds. And what you said I think was very appropriate when you mentioned that physical products reduce refunds because a digital product — you know they’ve already got it in their hand, number one, unless you sort of time space it, which some marketers do. The physical product has to be actually, you know, you have to take it back to the post office or the UPS store and send it back, right. So, it reduces the refund issue, but what type of refund policies have you seen be the most effective to reduce complaints, keep the consumer happy and work for the business person, as well? Some say, do really long refunds, you know, offer them a one year refund. Some say, offer them the kind of guarantee, if you don’t have “X” results, then I’ll give you a refund or you won’t have to pay for maybe the full price the second stage. I’ve seen Dan use that. Where should people go on these refunds and guarantees? Maybe it’s just not refunds, it’s also guarantees, kind of a blended issue.
Bill Glazer: It is a blended issue. I would basically say that there’s two things to do, in order to — from your refund/guarantee process to help that along. Number one thing to do is, I have found — well first of all, you got to have a good product. Actually there’s three things you’ve got to do. One is you’ve got to deliver a good product. If you’re delivering a lousy product, you don’t deserve to make the sale.
Jason Hartman: So, let’s say that that one goes without the saying and we assumed everybody listening is doing good products. Very good point.
Bill Glazer: The second thing is, I have found that the longer the refund period, the longer the guarantee, the lower the refund rate, and I think — I don’t know — I don’t the scientific answer for this but what I can do is — what I think is the reason why is because I think when you give somebody a one year guarantee, which is what we always gave people at Glazer Kennedy, our refund rate was only four percent at Glazer Kennedy on all of our resources that we sold. And when you do a longer guarantee, I think people kind of forget about it. It’s out of their mind, the clock isn’t ticking in their brain where they say gee, in 30 days I’ve got to either decide or send it back. You know, 60 days, I’ve got to decide or send it back. So, I always gave everybody a one year guarantee. And I knew that some people would take advantage of it and be disreputable, but then I didn’t care because I looked at the overall refund rate and I figured if they’re bad people, they’ people anyway and I don’t want to do business with them. So, the longer guarantees would help.
The second thing that I did find and I still use today are multiple guarantees, which is I think what you were referring to. And so, a lot of times there is a straight guarantee period. You can return it at any time. Sometimes there’s a second guarantee is that at the end of one year, you should at least get back your investment. You can still return it with no questions asked, or sometimes I’ll even use a third guarantee, which is, if you just woke up in the morning one morning and you have a bad attitude and you want to take it out on somebody, then send it back to me. So, I did sort of an outrageous guarantee, and that was a triple guarantee. I wouldn’t just do one by itself, I would do a triple guarantee. And that one always helped. So again, those are sort of my bag of tricks in order to help on the refund rate.
And there’s other things you can do, as well, but specific to guarantee, that’s the best thing that I know of.
Jason Hartman: You know what, I can’t resist asking you one more question and this is a little bit related — I think you were almost eluding to it just now. The use of premiums, you talk a lot about that in your book and skyrocketing response rates with the use of premiums, and I tell you I’ve done that too. You know, I’ll see that infomercial and I won’t even want that thing they’re selling, I’ll just want the premium that comes with it, you know, the bonus. What do you see good info marketers doing in terms of premiums?
Bill Glazer: Well, let’s just back up a second. So more people subscribe to Sports Illustrated to get the football phone than they do to get the magazine?
Jason Hartman: Sometimes.
Bill Glazer: So, many times the premium can actually drive the sale, as you pointed out.
Jason Hartman: And see, when you use that Sports Illustrated example, I thought you were going to say the swimsuit issue, but what do I know.
Bill Glazer: Well, that was probably the second next to the football is the swimsuit issue. So, a lot of times your premium can really drive the sale, multiple premiums can drive the sale more sales, as I point out in my book by giving people a choice of premiums will actually improve sales, as well so they pick which one that they want. So, that would help a whole lot with specific retail sales.
What I see a lot of people in the info marketing space use currently is they’re giving — they’re adding IPads. IPad is a hot item right now, it’s continually hot. So, they’re giving away IPads. A lot of them are using that for their affiliates to get them excited, you know, make “X” number of sales, you get IPads. So an IPad is a great premium today. Of course the transaction size has to be able to support the investment in the IPad. But again, that is great premium. Anything electronic is usually a good premium if you want to go to a lower price point.
Jason Hartman: Good stuff. Well hey, tell people where they can learn more Bill. Of course your book is available on Amazon.com. That’s got some great resources and great ratings, by the way, I must mention four and a half stars on the book. So, congratulations there. But you know, where can they learn more about company and some of the broader you do?
Bill Glazer: Well since I sold my company to a private equity firm, I basically — I’m working with clients one on one now as a private consulting arrangement and I really, really enjoy that. It’s a terrific next career for me and you can find out more information about that at BillGlazerConsulting.com., and I spell Glazer G-L-A-Z-E-. I know there’s a couple of different ways to sell it. So, it’s BillGlazerConsulting.com and those — particularly when I work with my client, all of them hire me for business strategy and about half of them also hire me to create the marketing for them. So, if anybody — if that’s appropriate for anybody, you go on the website and you can learn more about what’s available.
Jason Hartman: Fantastic. Well Bill Glazer, legendary and outrageous marketer, thank you so much for joining us today. I appreciate it.
Bill Glazer: You’re very welcome. I enjoyed this interview so thank you for asking such good questions.
Female Voice: This show was produced by the Hartman Media Company. All rights reserved. For distribution or publications rights, and media interviews please visit www.HartmanMedia.com or email [email protected] Nothing on this show should be considered to be specific personal or professional advice. Please consult an appropriate tax, legal, real estate or business professional for individualized advice. Opinions of guests are their own and the host is acting on behalf of Platinum Properties Inventor Network, Inc., exclusively. (Top image: Flickr | The Shopping Sherpa)
The Speaking of Wealth Team
Transcribed by: Debra