These notes are very raw since I didn’t have time to edit and give you the highlights as I’ve done with the past 2 notes.

Getting TaggZilla ready for the August 1, 2008 launch has been keeping me uber busy.

This is a training video you can find on Frank Kern’s mass control blog where he’s interview PPC campaign manager and expert Matt Trainer.

what 3 keyword tools do you prefer?

keywordspy.com, keycompete.com, hexatracker.com

will use Google API to find competitor ads which are running, tracks ad in the top 5 positions and will track it over time, do for 21 days and see which ads are running all the time, uses google keyword tool to expand the related phrases and monitor the ads for those terms

hexatrack.com –> does all this and is Matt’s favorite tool

get 1 keyword working, expand it from there

wordtracker.com, speedppc.com (takes root keyword and expands on it by adding cities; “how to buy used car” “los angeles how to buy used car”), keyworddiscovery.com (uses wordtracker API)

spy on comp, discover what’s working for them, expand on it, do further market research (type in targeted keyphrase, look at top 2-3 results in unpaid listings, see if they do adsense and then do site targeted advertising & content network on those)

adsensefinder.com (shows which of the top 2-3 sites does adsense)

PPC:

compose 1st ad - look at comp, model the top ones, goal is high click-thru, must get qual. score high enough in order to get cheap clicks; at start want the visitors and to build the quality score

run tests - split test only 2 at a time, after 20 clicks if one is killing other run with it; when they’re close run more clicks

grand theft ads - watch others to model the best ones; ninja tools which help will show the ads running alot in high positions and the landing pages they go to; tools give idea which ads are profitable undercoverprofits.com (expensive) adspotpro.com (cheap, gets info you need) give it the keywords and it runs the reports

Next is launch preparation, so far it’s all been pre-game; $5/day

select top 10 keywords from the testing (most targeted, best ROI keywords)

Kern has about 100 keywords which bring 80% of his volume in his niche businesses

10 keywords per ad group, start with 1 ad group per campaign; start with only 1 campaign

take out negative keywords (free, guide, article, free download, free software)

setup account in google friendly fashion, then get max click thru

load campaign using adwordseditor which is a free tool google provides

edit campaign settings: set max bid at $5/click

google sets min of $.30/click up to $5/click for unproven terms, must prove yourself to google; set maximum at $20/day spend (must set it at least $10 in order to get the clicks); never been charged the full $5, has been charged max of $2.20/click, only do this for max of 1 day

turn on position preference to #1, want that top position so you can get super high click thru rate, can get 40%-50% click thru rates and only do this for 1 day; next day drop bid down to whatever they charged you (or even 10% below that number), then they may only charge you $1 for that day, repeat the reduction process for the 1st 7 days, maintain the high click thru, relevancy, and stay in the #1 position to show google you know what you’re doing

within 4-5 days has gotten it down to .$10-$.15/click and stay in that top position for when Matt Trainer has been doing this; purpose of the ramp down is to drive click costs thru the floor

Set this for all traffic except U.S. & Canada; once ramp down process is completed then can open it to US & Canada; goal is 5%-15% click thru rate on day 1, the minimum is 2.5% click thru; if it’s below 2.5% then delete the whole campaign because the quality score will be so low you can never redeem yourself in google’s eyes

Keyword tracking, institute this fast because you have to know what keyword ROI is; use hexatrack.com to track ROI on each individual keyword

Put all your keywords to work; expand your universe as much as possible; get into site targeted and content network advertising; get cheap clicks from these sites by advertising best keywords on these sites (only bid on sites that show the ads above the fold); can still get $.01 clicks on the content network; do this after proving yourself on the search network; this is where you really ramp up your visitor volume

double listings - emulate something that works, clone site by doing a review site, don’t do a word for word, knock yourself off, setup whole new domain with different content and look under a different adwords account; create a similar site to promote the same product, now will have 2 listings instead of 1, review sites work well for this strategy

Ryan Deiss –> sneaky way to get around google quality score

Video demo –> http://masscontrolsite.com/blog/?p=31

go to google’s keyword tool, “free google keyword tool”

paste url into ‘website content’ button to see what google, Perry Belcher told Ryan about it, and google will tell me what they think the page is relevant for, then click ‘get keyword ideas’; then just look at the list of keywords that are relevant

does multiple keywords for you and lists them in order of rank

can show/hide columns to see what bids must be to rank highly

human review could slap you if you are just directing them to an affiliate page

he sets up 10 day mini businesses to sell an aff product from clickbank, tests the market, then decides if he wants to create own product

Eben did a great video about time management at his gurumastermindvideoblog.com and you can check out his ‘Time Management’ Video if you want to watch. I believe it’s about 25 minutes long.

Bottom line, here’s the highlights:

1. Knowledge workers (yourself as an entrepreneur) are hardest to manage because it’s difficult to know what activities add the most value

2. Law of Value - value isn’t what you say it is, it’s what your customers say it is

3. There are common things which cause you to lose focus AND common patterns which you must get working for you to be successful

4. 3 C’s of Business - customers, conversion, content. How you should allocate your time to these different areas to insure maximum success.

Here are the full notes:

Peter Drucker - The Knowledge Worker

Hard to figure out what part of knowledge work creates the value; not like a tire maker where you can look in their bin and see they created 32 tires today and had a productive day

harder to manage knowledge workers - must manage self

Law of Value

isn’t what I say it is, what cust says it is

Use time and knowledge to create things cust. think are valuable.

————————————–

No one looking over shoulder to tell you, you are doing valuable money making stuff

Key Areas Where You Lose Focus

Multitasking - very bad, never do, tim ferris talks about how multitasking study showed multitasking lowers your IQ more than smoking marijuana; stop it immediately, focus on 1 thing at a time

distraction, interruption - when distracted it takes 20 mins to get back to the point you were at; stop allowing self to be interrupted & distracted

Friction - inefficiency caused by something not working smoothly or something not supporting you; ex: writing content and you had a fight with a family member earlier causes emotional friction inside you which hinders your ability to create & focus; where do you have friction in your life? where is it around you? eliminate those things; have a comfortable workplace; eliminate physical, emotional, psychological friction

Monkey Mind - most difficult to get rid of, monkey mind and monkey emotions; a thought inside of us triggers a domino effect about all these other things, your mind ‘runs away’ in a thousand different directions

Let go of these 4 things

There’s no time management — only self-management

Effective People Have Patterns

Create Desire within - allow it to fuel your perseverance; create your own faith in yourself, do the right things 1 step at a time eventually you’ll reach success; determination, persistence; am i going to really do this? yes. how long is it going to take? i don’t know but I’m going to see it through to success; waking up every single day and keep marching toward your goal, keep doing the things you know you need to do even if not seeing instant results

Clean Focus - The Effective Executive by Peter Drucker; most important point is ‘work in focused blocks of uninterrupted time…minimum of 2 hours’; if you don’t you’re making all the mistakes of ineffective people; critical to focus on 1 thing and 1 thing only without distraction or interruption

Human Rhythm - Tony Schwarz The Powerful Engagement talks about it; body operates in a rhythm (ex: day and night rhythm); have other rhythms happening subconsciously; the altradian rhythm every 90-120 mins we experience a bit of loss of energy & focus; have to chill out for a while then it gets refreshed for more focus; take a break and renew, don’t drink caffeine or shooter; work for a couple hours then take a break (breaks must be completely detached)

Create Routines for Everything Important to do - structure is paramount for humans; do important things at same time everyday; create on-ramp to the activity and an off-ramp for it; 99% of what we do everyday is a habitual routine; most thoughts, feelings, actions are the same everyday; take control of that and do a routine that gets lots of great results

Renew Yourself - John O’Neill The Paradox of Success; we get so overworked we become addicted to it and lose touch of who we are and why we got into it in the first place; unplug for a day or 2 at a time

Do these 4 things and all you do will be more valuable

3 Pillars - avg workweek 5 days at 10 hours per day

Customers - getting new customers, affiliate getting, traffic getting; spend at least 40% of time on this; 4 hours per day spent on this

Conversion - 20% of time spent here, 2 hours per day; everything which happens after the visitors show up

Content - products, promotion articles, press releases, blog posts, etc; 10% of time spent here, 1 hour per day

Spend the most time where you get the most leverage

Management - 3 Pillars, 30% of time

time

people

business

Stephen Covey “Time Management is a misnomer the challenge is to manage ourselves.”

Learn how to manage selves, thinking and actions

Most important time to manage is first hour or 2 of your day before you go to work; you are highest leverage in your business; must have strong, healthy body and mind

Bill philips Body for Life #1 selling fitness book of all time, the 1st meal is the key to your day; if you don’t eat a great, healthy meal you are going to think about cheating on meals the rest of the day; the 1st meal sets the context for the rest of the day; works the same way for exercise

Eben’s morning ritual: wake up, drink 1 liter of fresh, clean water; do some exercise for 30 minutes; does heart rate raising exercises which resets & renews emotions, blanks the emotional slate and makes you feel better emotionally; gets best ideas when exercising; 5 mins of meditation just sit down and breathe for 5 mins to calm mind; then have really healthy meal; reads for 10-15 mins of really inspiring stuff

this sets you up for a really healthy day

setup routine for the 1st hour of my day

#1 List all things in life and biz which create distraction, interruption, friction; list the things I do which create friction in my life & in others; figure out the top 3 friction and eliminate them; eliminate constant email checking, only check it twice a day

#2 List top 3 things which create value in my business; spend at least 1 hour per day in clean focus on that 1 activity

#3 Create a morning routine for the 1st hour of everyday; make self strong first

These are my notes from a call between Frank Kern and Clayton Makepeace. Clayton has done $1.5 billion in sales in his career and Frank has done $30,000,000. So they know their stuff.

First I’ll cut right to the chase and give you the highlights as I see them. Then you’ll have access to my full, unedited notes I took while listening to the call.

Like icing on the cake, here’s the highlights:

1. Tie Your Promotions/Offers in with Current Headlines which are agitating your market

2. Plan out your email campaigns so multiple messages build to a free event

3. Tie entire campaign into timely news events, tell them what will be true after the event for them which isn’t true now, only build the value and excitement for the free event…no ulterior motives should be apparent

Unedited Notes: Clayton Makepeace & Frank Kern interview call

Clayton did $80,000,000 in sales between 2 clients in 2007 alone!

campaigns 4-6 weeks in length, 10.5 mil, last month did a campaign for 2.5 mil in 3.5 days

works with client’s customer files, most qualified prospects, bonded with his clients for months & years

Frank’s done $30,000,000 total sales in his career

4-6 weeks, centered around an online event of some kind, other people center theirs around a free gift or series of free gifts, he spends 1-2 wks not selling anything, just uses the email to invite people to the online event, register for it for free, sense of obligation created because they’ve registered, leaves them alone until day of event, do get confirm reg msg, in editorial content emails he continues to build up the value of the event, never does a pitch in these msgs

financial one is 200k subscribers, 6 days/wk, 1 in morning 1 in evening, moneyandmarkets.com, morning is market commentary on various markets, clarifies days events where markets are going and where opps are; may do P.S. about upcoming event;

in afternoon has dedicated emails to sell the shit out of the free event, all reasons if they don’t attend they might as well shoot themselves

1-2 weeks during each cycle where they are begging people to accept the value for free, builds trust, bonding, momentum, demonstrating good will, creating obligation

Events - vary format to keep them interesting, around 1 hour long, live con call, they did Berlin, Brazil, Shanghai, U.S. market advisors, they called into report on the markets; at time those markets were exploding; used the drama, intensity and “boots on the ground” aspect to build the event

45-50 minutes of content, last 10-15 min is offer of prod that lets you capture this opportunity

low key offer last 10-15 min of call

segmented list - former customers offered $2500 service; subscribers/prospects offered $1,000 service

Next Event - straight webinar, 2 advisers talking about the currency markets FOREX, “how to make money as the dollar falls”, printed pics of Bernanke as the enemy printing money and inflating dollar “to bail out the stupid lending institutions”; used him as enemy to energize their people, followed the basic template

3rd Event - opps in commodities and natural resource discussion, had a panel of experts in that area

last month - currencies topic and had a new advisor for that one

next one - live audience, video, and live questions; FOREX forum

How to get high registrations and the high attendance

20k reg he had, 10k showed up

it’s all in the copywriting, 3-4 week series, he has an adv. because it’s never positioned with any ulterior motive, only thing is to help you as a subscriber, all content is written in advance, benefits of attending, at end of this hour he’s what will be true for you that isn’t true right now

his adv. is there’s news in the investment market everyday, they see the headlines and are afraid, confused, or excited about those headlines, Clayton uses the current feeling of his list to get them juiced up to attend the event and solve the feelings they currently have

product niche with constant headlines & news, constant change, things for people to deal with, dominant emotions they have about those things, multiples can be huge since people are really engaged

In their launches have the day of the event, give them something to do right on the call, call your broker and do this, given them for free

5 minutes after the call an email goes out to the list, “wow, did you see that, 20k people signed up to attend, Tony Segami from Shanghai was on fire, named his 3 favorite stocks to buy now, event was so good we’re leaving it online for a few days, it’s very timely so we can’t leave it up for long if you missed it or want to watch it again go here”

has a countdown timer for when the event is coming down, usually 7 days, during that week they usually get as many views as they had signups, when event comes down then they do a launch timer for the recommendation service for 7-10 days, after that they may do a 2nd countdown timer if response is still high

has a serial product so it’s updating and changing, he’s not offering the same thing on the 2nd countdown, same service but does updating recommendations and stocks to buy

tantalize them with facts about the company:

• had a company that makes batteries for hybrid fuel cell cars
• has a contract to provide batteries to GM, and 3 Japanese automakers
• noone knows about this contract right now
• this is a no brainer of a good deal
• Don’t tell them the name of the company, just tell them the facts about it and that it’ll be revealed on the call

Want launches to be fresh & timely, tie into current headlines and the fears those headlines create in the market

Find a potential virgin audience, dealing with changes in their marketplace, incorporate these proven techniques to that industry, 1st ones to do that will have $100-$200 million launches

Tie things to overall topical events in the news, it legitimizes you because the person associates you with the news story and you must know what you’re doing as an expert since you’re talking about this great news headline, positions you as serious broker in this field

what kind of headlines could you write which makes attending mandatory; for the FTC change to the CAN-SPAM Act, headline can be “Is Something You’re Doing Now the Way You’ve Always Done it Capable of Landing You in Jail in the Next 60 Days…or Costing You a Huge Fine?”

could be topical stuff they’re already aware of, or can be something they don’t know about, “here’s how not to do it…from Apple, IBM” their tech invitations blow and here’s why…

reasons why Makepeace’s promotions work:

• topicality
• info is dyanmic
• not just appealing to 1 emotion greed, also appealing to fear “if you don’t make right financial moves you will lose money”
• product launch strategy is so powerful the technique itself works, quality of the copy, texture of the campaign with some that are warm & intimate and other messages that are all trumpets blaring generating excitement for the event
• great strategy combined with great salescopy yields exponential results

Guthy-Renker does nothing with their backend stuff, they generate millions of new customers each year, send them no other offers, makes so much money on the front-end they don’t care about that. This comes straight from Bill Guthy. Leaving 90% of their money on the table.

strategy and killer copy at every level gives explosive results

ripoff copy rings hollow, people know it’s “fake” they feel it just isn’t quite sincere

when mail the same promotion (exact same copy) to the same people 30 days later, 20%-30% of the list opts-out, he has written entirely new email copy based on the same theme, has gotten similar attrition

copy doesnt feel fresh or new, doesn’t feel sincere, market remembers and has a long memory, response plummets

coming up with something fresh can create an instant incremental response at every level; more people in, more people convert, more people attend and buy, more people come back for a 2nd sale

copy is king, every new medium attracts enough attention you can throw anything up there and get money; then market becomes crowded, response and results plummet, then you have to get good and bring better copy

copy’s goal:

• grab attention
• convert attention to readership
• engage prospect in my email
• move them to action

been in the game 37 years, $1.5 Billion in total sales in his career, adds $100 million every year, does it for 10% of revenues, spends 3-4 hours every weekend writing an article for total package, all the rest of his time is in the trenches designing strategy, looking at copy, studying results, finding the holes, improving the process; doing that for clients at 10% revenue

PHilips, Agora, Nightingale-Conant, KCI, Rodale Press are big copywriting companies; royalties can be enormous because you’re going up against the best like Bencivenga, Carlton. He got $50 for every 1,000 pieces mailed, 50,000,000 were mailed out so Clayton made $3,000,000 for a month’s work

the big boys are thrilled to write checks to copywriters because they understand it is the most important thing to the success of their campaigns and profits

when things stop working well it’s a good thing, because then only the truly skilled will be making money

writing copy is the hardest thing, it’s like opening a vein and bleeding onto the page

people sending out mediocre stuff will have to get good in order to survive, then they’ll realize the full potential of the product launch formula

stop sticking .22 caliber bullets into the Howitzer cannon we have

Drayton Bird is another big-time copywriting giant, works with Richard Branson of Virgin Atlantic, outrageous guy, has bought a new Rolls-Royce every year since the 1950’s, trained most creative directors at the top agencies in Europe
www.birddroppings.com

CLayton’s launches www.moneyandmarkets.com, sign up for ezine to be a “fly on the wall” of his $10,000,000 plus campaigns

It did sell out and it took him under 14 days to make his million dollar launch.

That’s not as impressive as some other guys who sell out within an hour or 2
of the launch.

But Ryan is a relatively underground guy and to get these results is spectacular.

Wholesale traffic system to dominate google adwords, banner advertising, and google
content network was a rousing success and will definitely get more traffic and website
visitors to the students who took advantage.

There have been bigger and faster launches to $1 million but…

Would you say “no” to $1,000,000 in 14 days from now?

Last week there was a big launch that went down with Ryan Deiss’ WHolesale Traffic System.  This teaches you how to buy traffic to your website for much less than you’d normally pay.

It takes off on the traditional “buy wholesale, sell retail” mentality.

With the 500 spots he had available there were only 82 remaining. He did get lots of the big gurus mailing for him as you’ll remember from the 2 previous posts.

Although, he didn’t sell out in 8 minutes or 8 seconds for $1,000,000 he is on pace to make his million in under 2 weeks.

THat’s pretty good wouldnt you say.

Since I don’t have an affiliate link you can still get in on increase website traffic at

WHolesale Traffic System