Offline Cash Cow - My Story could be your Inspiration

by Riz
76 replies
Hi All,

I've had a fair amount of success in this niche since David Prestons Cash Cow Thread and i thought i'd share a recent successful campaign of mine with my feloow Warriors. My success has come because of this forum and thought i'd give back a little.

(NOTE: For all the doubters on this forum i just want to confirm i'm only posting a particular experience within this niche and this is NOT a presell for some sort of WSO or any other product offering - hope that clears that up - phew!!!!)

All the methods i've used to generate clients have been from info i've gained from this forum and from the purchasing of the various wso's and ebooks on offer. I've learnt a ton of info. Any success i've had has come from learning from:

- David Preston
- Andrew Cavanagh
- Michael Sylvester
- Shaun Oreilly (learnt a lot but not implemented his style yet)
- Jamie Garside (GoGetta)

Anyway onto my recent successful campaign.

1) I made a short list of 200 restauarants within a 50 mile radius (no chains or franchises) and sent them a direct mail containing mainly the content of David Prestons original letter with a slight twist.

2) All addresses were handwritten. The name of the restaurant owner was on the envelope and the letter. Confidential stamp on.

3) If i didn't have the name of the owner from my research here is what i did. I called the restaurant and i would say:

'Hi, i was wondering if you could help me? I'm sending out free marketing literature to local businesses - can you tell me the name of the owner so i know it goes to the right person?'

On the odd occasion i didn't get the name i'd cross the restaurant off the list and replace it with another.

4) Here's the difference - on the front of the envelope i drew a box and in BLOCK CAPITALS i wrote 'HURRY! ONLY 15 FREE SEATS AVAILABLE'

5) No more info on the envelope - i wrote that and only that to entice the business owners curiosity to open the letter.

6) Like i said the main content of the letter came from Davids original from the cash cow thread with a few amendments and twists. At the top of the letter in bold i wrote:

'This letter is going out to 200 local restaurants but for a limited time only we are offering 15 free seats at our local online marketing seminar'

'Read on to find out if you qualify'

Dear xxxxxxx

now mostly Davids letter

end of letter changed to date and time of the free seminar where they will learn about the unused asset etc with a tel contact number to contact me asap to confirm their space before they are all gone.

7) I had no idea how this letter would perform and i did no testing or variations but after sending it out within a few days the 1st 8 seats were taken.

8) Had some owners who called to ask what it was about - i gave only brief info and they decided not to attend - no bigie - plenty more fish in the sea.

9) Waited a few more days and no more calls. I was a little dissapointed that out of 200 mailouts i only sold 8 FREE seats - i mean come on it was free - what better way to beat the credit crunch or recession than to get FREE marketing advice - these restaurant owners were a tough nut to crack using direct mail i thought.

10) Took a step back and thought about it - 8 out of 200 mailouts was actually a 4% conversion so it made me feel better. I still wanted my 15 so onto the next step. I was 7 short of filling the room of 15 seats.

11) I got on the phone and called the ones that never responded. Told them that as the date and time didn't suit some of the owners a few seats had become available (a little white lie of course) and we are offering them at a first come first serve basis.

12) Had a couple of rude folk, some where i couldn't get hold of the owner, some who claimed they never seen the letter and a few other small hiccups but after only 1 hour of calling my last 7 seats were gone - yeeeehaaaaaa!

13) Of course the seats were free so the sale was not that difficult but more difficut than i thought it would be for a free offer - i'll tell u some of these busimess owners are so skeptical. Well so they should be because of course i'm wanting them to use my services later on, lol!

14) Once my 15 seats were taken i didn't stop there. i called the rest on the list. Told them that all 15 seats were snapped up within a few days but because of the popularity we are holding another in a couple of weeks and asked if they would be interested. If they said yes i told them i would call them in a week to confirm date and time etc. All in all over and above my 15 seats sold, after calling the rest of the list i got 17 more owners interested for me to call them back for a future seminar.

15) Now with the 15 seats sold i made an appointment with each owner to go see them personally to introduce myself, give them details of the exact time, date and place (although this was discussed on the phone) and to collect a £50 refundable deposit to ensure their attendance which was also discussed on the phone when confirming their seat.

16) I took a £50 deposit so the owners had a commitment to attend.

17) Now i had already confirmed date and time of the 2 hour seminar but had not booked the room yet - but that didn't prove to difficult.

18) The Seminar

Now i had the advantage of knowing a little about the restaurant trade - i already had restaurant clients on my client list and i owned an Indian restaurant (partner) years ago. I also had the advantage of speaking in front of a group of people in the past.

The content of the seminar was from:

a) some from David Prestons presentation script that he gave out in his cash cow wso with Scott Million

b) some from the cash cow thread itself

c) some from my own experiences etc

d) some of my own twists and turns.

e) also played a video testimonial of a restaurant client - who is also a friend so he really made me look good because i gave him the script for the testimonial, lol)

My whole presentation was focused on email marketing and the benefits. I picked a delegate from the attendees and asked him some figures, ie how many people walk into his restaurant on a daily basis and average sale per head etc and went onto show how capturing name and email addresses of customers can increase sales - i took this from the odeas that andrew Cavanagh gave in his ebook about email marketing, ie showing them the value in the list.

19) I never sold at all in the presentation but offered every owner a free consulting session and gave enough info that if they were motivated enough they could get up and do it themselves.

20) Results from the seminar:

From the seminar and from the free consultations i couldn't believe my results. 10 of the restaurant owners were sold on my email service @ £497 set up and £149 per month maintenace.

Of the 10, 3 needed websites. I only offered basic static sites (outsourced to a friend) and charged £650 (outsourced at £200 each) = i know i could outsource for cheaper but i preferred using my local buddy.

The big one came from one of the consultations. Now this owner was excited at the prospect of email marketing. In the consultation we spoke about how to capture the names and email email addresses of their current customers.

Then i hit it without realising. I told him that 4rm the search term 'my city' restaurants gets over 30000 searches per month in google and if his website (that i was about to build) was on the 1st page he could get loads of subscribers direct from the website by offering discount coupons etc. Boy was he excited.

Now my problem was and still is that i have up till now focused on email marketing and basic web design. I had no idea how to get the guys website to page one of google for that local search term. I new the basics but had never done it before.

I never told him that though and to him i was the expert - boy if only he knew. I told him for us to build him the site and do seo to get him to page one would require a lot of work but can be done. I quoted £6997 for everything to him including his site design, seo and opt in box set up plus £149 monthly maintenance fee. He accepted and has already paid half the money.

I've since been a little nervous as to how on earth to get him to page 1 of google - Heeeelllllppppppp!!!!!!!!!!!!

Never mind - i've got Jamie Garsides wso report to get him there - if it doesn't work i'll have to outsource.

So here i am super excited at what i just achieved. Here's a breakdown:

1) Spent 2 whole days shortlisting restaurants, writing and printing original letters, stuffing the envelopes, hand writing the addresses and the box note.

2) Waited a few days for responses.

3) Spent another 2 days calling all the non responders.

4) Spent 2 days going to visit the attendees to collect £50 deposits and give them info on date time and place. I know it was only 15 restaurants but remeber that the letters were sent to restaurants as far as 50 miles from me.

5) Spent 2 days preparing and practising the seminar content.

6) Forked out £600 on room hire, postage, printing, petrol etc.

7) 4 hours on day of presentation.

8) 3 full days for the free consulting offer i gave to the 15 attendees.


Seems like a lot of time spent but really it was only about 2 weeks in total. I know more time will be spent on the work i got but look at the financial reults

1 sale at £6997 plus £149 monthly
2 sales at £650 (£1300) plus £149 monthly (£298)
9 sales at £497 (£4473) plus £149 montly for 7 (the other 2 are above) (£1043)

So that's £12,770 plys £1490 monthly

Of course from this there will be some outsourcing costs, admin costs, aweber costs etc but i am impressed and excited about my next seminar which at the moment i just do not have the time to do with all this work.

Hope this can give some of u guys some inspiration.

To everyones success
#cash #cow #inspiration #offline #story
  • Profile picture of the author TimCastleman
    I love to see people take action and best of all you are setting up a lifetime of income - all by taking action.

    Tim
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    • Profile picture of the author Riz
      Yes Tim, it's all about the action - u will have set backs and it's not all smooth saling but definately enjoyable when u get the checks in hand and feel really important as the expert in front of successful business owners :-)

      Tim i got your report about getting into the minds of your prospects - i will definately be using that somewhere - excellent report it was.

      Originally Posted by TimCastleman View Post

      I love to see people take action and best of all you are setting up a lifetime of income - all by taking action.

      Tim
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  • Profile picture of the author laird
    Way to take a plan and work it! Well done! Rinse and Repeat. :-)

    Del
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    • Profile picture of the author Riz
      Thanks Del - i've also been inspired by your Vomit bag mail out ideas and will definately be testing that startegy soon

      Originally Posted by laird View Post

      Way to take a plan and work it! Well done! Rinse and Repeat. :-)

      Del
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  • Hi Baal,

    Terrific post, and congrats!

    Your post was definitely inspiring. I'm just in the beginning stages of doing the 'offline gold' thing myself, and your post was informative and inspiring.

    A couple of questions if you don't mind:

    Did you mention the £50 refundable deposit from the beginning? Did anyone balk at it?

    Did you have anyone else with you at the seminar, like someone at a 'registration table' or to help answer questions (or just to give a more 'substantial' appearance)?

    Thanks again-

    Mark
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    • Profile picture of the author BFMedia
      Wow, excellent story, and more proof that there are a lot of marketing hungry small business owners out there waiting to shell out cash for your services.

      I am in what I would call "phase 2" of the offline system. I've sent out over 100 mailers so far, expecting 80 of them (vomit bags) to hit tomorrow as a matter of fact. I got nothing from the first batch of regular envelopes, but I have high hopes for the vomit bag campaign.

      Anyway, through networking and emails, I have a few very promising customers myself. I just got my first "lets do it!" yesterday, but I won't claim him as a client until I have a check in hand!

      Anyway, keep up the fabulous work. I'm slightly jealous as I don't think there is any way in hell I could do a seminar (I'm not shy, and I've been in sales...but just can't muster up the energy to overcome my fear of group speaking). But your success certainly shows that if you can get past that, it's probably WELL worth it!

      Keep us updated, and best of luck!

      Ryan
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    • Profile picture of the author Riz
      Thanks Mark,

      Yes i made them all aware from the first call about the £50 deposit and that i'd come to collect it and give them information on the seminar.

      The owners who called me had no problem with it - a few of the ones that i called and had initally agreed to come did not want to pay the deposit. I just moved on - if they can't commit to a deposit they are not worth giving Free info to.

      My beautiful wife helps me (she's only 26, 5 years my junior, and the most beautiful and helpful woman in the world). She has no clue about anything online but is super organised and has good project management skills so we make an excellent team.

      Hope that helps
      Baal

      Originally Posted by internetmarketer99 View Post

      Hi Baal,

      Terrific post, and congrats!

      Your post was definitely inspiring. I'm just in the beginning stages of doing the 'offline gold' thing myself, and your post was informative and inspiring.

      A couple of questions if you don't mind:

      Did you mention the £50 refundable deposit from the beginning? Did anyone balk at it?

      Did you have anyone else with you at the seminar, like someone at a 'registration table' or to help answer questions (or just to give a more 'substantial' appearance)?

      Thanks again-

      Mark
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  • Profile picture of the author Dan Sherman
    Congratulations on your results. Did you by any chance record the presentation? That would make an excellent tool for self-promotion in the future.
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    • Profile picture of the author lifestyleplus77
      By putting plans into action you are proving to all us Warriors that this is a very viable opportunity.

      Best of luck and do keep us posted. Those businesses need you.

      Nikki.
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    • Profile picture of the author Riz
      No i never recorded the seminar - damn it i should have thought of that.

      I will definately record my next one but not to sure how to use it for self promotion - if i have it on my website or make it freely available then no one will need to come to the free seminar where i make my money using disguised sales techniques.

      I suppose i could use small snippets on my website - which by the way at the moment i don't even have - Wow - can't believe no business owner i have dealt with has questioned me to much on that.
      i think its time i got my own site built for my consulting business :-)

      Baal




      Originally Posted by Dan Sherman View Post

      Congratulations on your results. Did you by any chance record the presentation? That would make an excellent tool for self-promotion in the future.
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      • Profile picture of the author JohnMcCabe
        Huge attaboy, Baal. Way to go...

        Not only did you sign up a bunch of new clients, you learned that it can be harder to sell a freebie than it is to just sell the ticket. Too many business owners have been ambushed at 'free seminars' that were really only a sales pitch.

        Collecting that deposit is probably what pushed you over the top. You might want to test selling the seats outright for £50, then announcing at the end of the seminar that anyone who booked you during their free consult could apply the £50 toward your fee.

        Congratulations!
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        • Profile picture of the author Shannon Herod
          Fantastic job man,

          That is a very inspirational story. Sounds like you did a very good job at presenting and selling from the stage.

          It takes a lot of talent. So kudos to you.

          Regards,

          Shannon Herod
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        • Profile picture of the author 4morereferrals
          Originally Posted by JohnMcCabe View Post

          Huge attaboy, Baal. Way to go...

          Not only did you sign up a bunch of new clients, you learned that it can be harder to sell a freebie than it is to just sell the ticket. Too many business owners have been ambushed at 'free seminars' that were really only a sales pitch.

          Collecting that deposit is probably what pushed you over the top. You might want to test selling the seats outright for £50, then announcing at the end of the seminar that anyone who booked you during their free consult could apply the £50 toward your fee.

          Congratulations!
          Good advice John ...

          So what do you guys think of a Webinar v. Seminar?

          Easier to record as well :-)
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          • Profile picture of the author 4morereferrals
            200 handwritten envelopes ...

            What do you think your time and expense was in those 200 pieces?
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            • Profile picture of the author Riz
              took much longer than i thought it would - took almost a whole day just stuffing the envelopes, handwriting the address and return address, hand writing the box note and licking stamps.



              The cost:

              Ink for letters - £3 (maybe less)
              200 letterheads - £30
              200 envelopes - £4
              200 1st class stamps - £72
              200 phone calls - £40 - probably less

              So total approx cost was £149

              Baal



              Originally Posted by 4morereferrals View Post

              200 handwritten envelopes ...

              What do you think your time and expense was in those 200 pieces?
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        • Profile picture of the author Riz
          Thanks John,

          I will definately test charging for the seats.

          However, from what i done and charging a £50 returnable deposit i was able to fill my 15 seats and have 17 people on my call back list for my next seminar.

          On my next mailout i will charge for the seminar to see if it boosts response.

          Baal


          Originally Posted by JohnMcCabe View Post

          Huge attaboy, Baal. Way to go...

          Not only did you sign up a bunch of new clients, you learned that it can be harder to sell a freebie than it is to just sell the ticket. Too many business owners have been ambushed at 'free seminars' that were really only a sales pitch.

          Collecting that deposit is probably what pushed you over the top. You might want to test selling the seats outright for £50, then announcing at the end of the seminar that anyone who booked you during their free consult could apply the £50 toward your fee.

          Congratulations!
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          • Profile picture of the author mjbmedia
            Hey Baal, thats a great feedback story.

            well done awesome results for you.

            Now i strongly suggest you outsource the next batch of customers , outsource the envelope stuffing etc, outsource all the tecchie stuff, outsource the email autoresponder writing (i'll happily offer on that) etc etc to give yourself time to arrange for the next influx.
            Yes you eat into your profits a bit more, but you make more profits long term.

            Mike
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            Mike

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            • Profile picture of the author Riz
              Thanks for the advice Mike.

              Outsourcing is definately the route to go. My head is spinning with all the work - it's time to project manage instead in the near future.

              When im ready to outsource my email autoresponder writing i'll definately give u a shout for a quote.

              Baal

              Originally Posted by mjbmedia View Post

              Hey Baal, thats a great feedback story.

              well done awesome results for you.

              Now i strongly suggest you outsource the next batch of customers , outsource the envelope stuffing etc, outsource all the tecchie stuff, outsource the email autoresponder writing (i'll happily offer on that) etc etc to give yourself time to arrange for the next influx.
              Yes you eat into your profits a bit more, but you make more profits long term.

              Mike
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              • Profile picture of the author donhutchinson
                Hi Baal,

                Thanks for sharing your success story in such detail.
                Have you tested charging for seats yet?

                Cheers,
                Don
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                • Profile picture of the author Riz
                  Hi Don,

                  No - i have not tried charging for seats - i will be doing that for my 3rd seminar.

                  The 2nd seminar i have already got 17 hot leads from my first letters and calls on my waiting list - details in my original post.

                  Baal

                  Originally Posted by donhutchinson View Post

                  Hi Baal,

                  Thanks for sharing your success story in such detail.
                  Have you tested charging for seats yet?

                  Cheers,
                  Don
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  • Profile picture of the author Maria Gudelis
    Awesome Baal!!! Love the handwritten box you put on the envelop!!
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  • Profile picture of the author Rivers Corbett
    Nice info. I recently took Davd's seminar through scott Million and am now marketing the service. Your info is a great help ..

    Thks

    Rivers
    The Marketing Factory
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  • Profile picture of the author MRomeo09
    That's an awesome story man. Definitely gave me some good ideas.

    Congrats.

    M
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  • Profile picture of the author Andy Fletcher
    Hi Baal,

    Great story. Where abouts in the UK are you? Did you find you got a better response from big city places or more out of the way places?

    Cheers,

    Andy
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    • Profile picture of the author Riz
      Hi Andy,

      I'm from Scotland - all my clients came from the larger cities.

      Baal

      Originally Posted by Andy Fletcher View Post

      Hi Baal,

      Great story. Where abouts in the UK are you? Did you find you got a better response from big city places or more out of the way places?

      Cheers,

      Andy
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  • Profile picture of the author Michael Silvester
    Hi Mate,

    Great work...I love seeing stories of people
    that actually take action on their knowledge.

    I do mini seminars too...and here is a couple
    of tips for you.

    Make sure you keep the $50 deposit idea or actually
    charge people to attend your miniseminars. Because
    business owners just dont turn up if it's free. Even
    if you confirm their seat the day before.

    Do houskeeping before you go into your presentation
    like asking them to turn off their phones, keeping an
    open mind and keeping all questions to the end.

    Record every single seminar that you do...you dont
    necessarily have to use it for promotion later, but it
    will make a great DVD, prove that your an expert, and
    provide great social proof. If anything, you can analyze
    your presentation by watching it and tweaking the whole
    thing to make it better for next time.

    I am interested to know why you limited the seminar to
    only 15 people. You actually want to try to get as many
    people as you can...Presenting to people is a great leverage
    point.

    Put branded notepads and a disclaimer on their seats. So that
    they can write tips down and the disclaimer says that they cannot
    steal and distribute your cool ideas and that all your advice is
    general in nature and you are not giving financial advice etc etc and
    by staying at the seminar they agree to these terms and conditions

    Work into your seminar the value of the whole thing and then get your
    wife to hand out order froms from the front of the room and offer a special
    :tonight only: bonus to the guys that take up the offer right now.

    Also follow-up with every single person the day after the seminar to thank
    them for coming, see if they have any questions, get feedback. You will
    make sales by doing that too. And adjust your presentation to answer the
    questions and to suit the feedback that you get.

    And stick everyone on a newsletter list (mail or email) so that you can tell
    them about your next seminar on (SEO, VIDEO, Social Marketing) etc.

    Thats all I can think of right now...but I can say that you are well on
    your way my friend

    Take Care,

    Michael Silvester
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    • Profile picture of the author Riz
      Hi Michael,

      The ideas in your wso have worked wonders for me and provided me with a lot of inspiration and ideas.

      Thanks for all the tips on seminars - they will definately come in handy. I have answered your questions below.


      Originally Posted by Michael Silvester View Post

      Hi Mate,

      Great work...I love seeing stories of people
      that actually take action on their knowledge.

      I do mini seminars too...and here is a couple
      of tips for you.

      Make sure you keep the $50 deposit idea or actually
      charge people to attend your miniseminars. Because
      business owners just dont turn up if it's free. Even
      if you confirm their seat the day before.

      Do houskeeping before you go into your presentation
      like asking them to turn off their phones, keeping an
      open mind and keeping all questions to the end.

      Record every single seminar that you do...you dont
      necessarily have to use it for promotion later, but it
      will make a great DVD, prove that your an expert, and
      provide great social proof. If anything, you can analyze
      your presentation by watching it and tweaking the whole
      thing to make it better for next time.

      I am interested to know why you limited the seminar to
      only 15 people. You actually want to try to get as many
      people as you can...Presenting to people is a great leverage
      point


      -- i limited it to 15 people for 2 resons. Firstly i wanted the business owners to feel a sense of urgency and 2ndly as it was my first seminar i thought presenting to a smaller group would be easier for my learning curve until i become more used to presenting. --



      Put branded notepads and a disclaimer on their seats. So that
      they can write tips down and the disclaimer says that they cannot
      steal and distribute your cool ideas and that all your advice is
      general in nature and you are not giving financial advice etc etc and
      by staying at the seminar they agree to these terms and conditions

      Work into your seminar the value of the whole thing and then get your
      wife to hand out order froms from the front of the room and offer a special
      :tonight only: bonus to the guys that take up the offer right now.

      Also follow-up with every single person the day after the seminar to thank
      them for coming, see if they have any questions, get feedback. You will
      make sales by doing that too. And adjust your presentation to answer the
      questions and to suit the feedback that you get.



      -- Excellent idea - i did set up a free consultation with every attendee - love your feedback and adjusting presentation tip --



      And stick everyone on a newsletter list (mail or email) so that you can tell
      them about your next seminar on (SEO, VIDEO, Social Marketing) etc.

      Thats all I can think of right now...but I can say that you are well on
      your way my friend

      Take Care,

      Michael Silvester
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    • Profile picture of the author donhutchinson
      Originally Posted by Michael Silvester View Post

      Make sure you keep the $50 deposit idea or actually
      charge people to attend your miniseminars. Because
      business owners just dont turn up if it's free. Even
      if you confirm their seat the day before.
      Michael, Thanks for your advice in this thread. As you've done seminars, what do you reckon would be a 'balanced' ticket price for a miniseminar like this?
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      • Profile picture of the author Michael Silvester
        Originally Posted by donhutchinson View Post

        Michael, Thanks for your advice in this thread. As you've done seminars, what do you reckon would be a 'balanced' ticket price for a miniseminar like this?
        Hi Mate,

        I charge $47 for a 3 hour seminar and I provide
        a hot and cold platter of food during the first
        half an hour (registration period) I also give them
        a newsletter full of content and a DVD.

        Hope this helps?

        Take Care,

        Michael Silvester
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        • Profile picture of the author Craig McPherson
          Originally Posted by Michael Silvester View Post

          I charge $47 for a 3 hour seminar .......

          Michael Silvester
          Hey Mick,

          I wouldnt mind sitting in on one of your seminars.
          Are they in Melbourne by any chance?

          Cheers mate

          Craig
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  • Profile picture of the author jerdude
    Great story, very inspiring, just the stuff I need right now.. I'm quite down nowadays..
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    • Profile picture of the author Riz
      thread edited
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  • Profile picture of the author edpudol1973
    Hey Baal, I really love your step by step strategy... If you don't mind care to re post the mail created by David , I can't find it on the forum.
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    • Profile picture of the author Riz
      Hi,

      The original David Preston thread has been removed by the mods.

      You can see Davids first post which includes the letter etc at his blog. Here's the link:




      Originally Posted by edpudol1973 View Post

      Hey Baal, I really love your step by step strategy... If you don't mind care to re post the mail created by David , I can't find it on the forum.
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      • Profile picture of the author AndrewCavanagh
        "I took a £50 deposit so the owners had a commitment to attend."

        I like this strategy...it increases the perceived value of your seminar and gets your attendees committed.

        Did you offer to take the 50 pounds of any service they purchased after the seminar?


        Thank you for sharing this story.

        This really is a nice strategy for someone who's already had a few clients and has some confidence who wants to take their business to another level.

        If you had contacts with a business networking group or a church with a good list of business owners you could do a slightly more generic seminar, charge a fee and let the orgainization keep the proceeds.

        You get the clients of course.

        It's a whole lot less work setting up the seminar because you don't have to create a list and you can get people in the organization doing a lot of the promotional work.

        Kindest regards,
        Andrew Cavanagh
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        • Profile picture of the author Riz
          Thanks Andrew,

          I would probably say that your posts in the cash cow thread is what pushed me to get out there so i owe u a big massive thanks.

          Also the ideas from your ebook '$500 in 24 hours' on how to establish the value of an email list to a business owner worked wonders in the seminar presentation. I got one of the owners to the front of the room and went through the numbers with him exactly as was suggested in your ebook - i really did not have to sell the service after establishing the true value.

          I can learn loads from you and will be joining ure forum today - there seems to be a lot of valuable info there that i can learn from - especially outsourcing.

          In answer to your question - yes i took the £50 off my services from the owners who took on my service at the seminar but most of my sales came from the 15 minute free consultation i offered every attendee.

          Thanks again /andrew and i look forward to learning more from you at Offlinebiz.com

          Baal


          Originally Posted by AndrewCavanagh View Post

          "I took a £50 deposit so the owners had a commitment to attend."

          I like this strategy...it increases the perceived value of your seminar and gets your attendees committed.

          Did you offer to take the 50 pounds of any service they purchased after the seminar?


          Thank you for sharing this story.

          This really is a nice strategy for someone who's already had a few clients and has some confidence who wants to take their business to another level.

          If you had contacts with a business networking group or a church with a good list of business owners you could do a slightly more generic seminar, charge a fee and let the orgainization keep the proceeds.

          You get the clients of course.

          It's a whole lot less work setting up the seminar because you don't have to create a list and you can get people in the organization doing a lot of the promotional work.

          Kindest regards,
          Andrew Cavanagh
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        • Profile picture of the author donhutchinson
          Originally Posted by AndrewCavanagh View Post

          "I took a £50 deposit so the owners had a commitment to attend."

          I like this strategy...it increases the perceived value of your seminar and gets your attendees committed.
          Hi Andrew, hanks for your input to this and so many other offline threads.
          Just wanted your opinion on the same question posed to Michael - IYO what would a 'balanced' ticket price be for this type of seminar?
          (I've seen all the way from free to $500)
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  • Profile picture of the author jhongren
    Hi Baal,

    Really inspiring and it is all because you took action!

    Congrats!

    Keep us posted of more things you will be doing....

    I really love to hear more from you...

    Wow, I was about to sleep soon and your post
    has excited me!

    Thanks,
    John
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  • Hi Baal

    Love to know what props you used.

    Regards
    Para

    Originally Posted by Baal View Post

    Hi All,

    I've had a fair amount of success in this niche since David Prestons Cash Cow Thread and i thought i'd share a recent successful campaign of mine with my feloow Warriors. My success has come because of this forum and thought i'd give back a little.

    (NOTE: For all the doubters on this forum i just want to confirm i'm only posting a particular experience within this niche and this is NOT a presell for some sort of WSO or any other product offering - i have no interest in offering WSO's in this niche or making an ebook etc for sale now or in the future - hope that clears that up - phew!!!!)

    All the methods i've used to generate clients have been from info i've gained from this forum and from the purchasing of the various wso's and ebooks on offer. I've learnt a ton of info. Any success i've had has come from learning from:

    - David Preston
    - Andrew Cavanagh
    - Michael Sylvester
    - Shaun Oreilly (learnt a lot but not implemented his style yet)
    - Jamie Garside (GoGetta)

    Anyway onto my recent successful campaign.

    1) I made a short list of 200 restauarants within a 50 mile radius (no chains or franchises) and sent them a direct mail containing mainly the content of David Prestons original letter with a slight twist.

    2) All addresses were handwritten. The name of the restaurant owner was on the envelope and the letter. Confidential stamp on.

    3) If i didn't have the name of the owner from my research here is what i did. I called the restaurant and i would say:

    'Hi, i was wondering if you could help me? I'm sending out free marketing literature to local businesses - can you tell me the name of the owner so i know it goes to the right person?'

    On the odd occasion i didn't get the name i'd cross the restaurant off the list and replace it with another.

    4) Here's the difference - on the front of the envelope i drew a box and in BLOCK CAPITALS i wrote 'HURRY! ONLY 15 FREE SEATS AVAILABLE'

    5) No more info on the envelope - i wrote that and only that to entice the business owners curiosity to open the letter.

    6) Like i said the main content of the letter came from Davids original from the cash cow thread with a few amendments and twists. At the top of the letter in bold i wrote:

    'This letter is going out to 200 local restaurants but for a limited time only we are offering 15 free seats at our local online marketing seminar'

    'Read on to find out if you qualify'

    Dear xxxxxxx

    now mostly Davids letter

    end of letter changed to date and time of the free seminar where they will learn about the unused asset etc with a tel contact number to contact me asap to confirm their space before they are all gone.

    7) I had no idea how this letter would perform and i did no testing or variations but after sending it out within a few days the 1st 8 seats were taken.

    8) Had some owners who called to ask what it was about - i gave only brief info and they decided not to attend - no bigie - plenty more fish in the sea.

    9) Waited a few more days and no more calls. I was a little dissapointed that out of 200 mailouts i only sold 8 FREE seats - i mean come on it was free - what better way to beat the credit crunch or recession than to get FREE marketing advice - these restaurant owners were a tough nut to crack using direct mail i thought.

    10) Took a step back and thought about it - 8 out of 200 mailouts was actually a 4% conversion so it made me feel better. I still wanted my 15 so onto the next step. I was 7 short of filling the room of 15 seats.

    11) I got on the phone and called the ones that never responded. Told them that as the date and time didn't suit some of the owners a few seats had become available (a little white lie of course) and we are offering them at a first come first serve basis.

    12) Had a couple of rude folk, some where i couldn't get hold of the owner, some who claimed they never seen the letter and a few other small hiccups but after only 1 hour of calling my last 7 seats were gone - yeeeehaaaaaa!

    13) Of course the seats were free so the sale was not that difficult but more difficut than i thought it would be for a free offer - i'll tell u some of these busimess owners are so skeptical. Well so they should be because of course i'm wanting them to use my services later on, lol!

    14) Once my 15 seats were taken i didn't stop there. i called the rest on the list. Told them that all 15 seats were snapped up within a few days but because of the popularity we are holding another in a couple of weeks and asked if they would be interested. If they said yes i told them i would call them in a week to confirm date and time etc. All in all over and above my 15 seats sold, after calling the rest of the list i got 17 more owners interested for me to call them back for a future seminar.

    15) Now with the 15 seats sold i made an appointment with each owner to go see them personally to introduce myself, give them details of the exact time, date and place (although this was discussed on the phone) and to collect a £50 refundable deposit to ensure their attendance which was also discussed on the phone when confirming their seat.

    16) I took a £50 deposit so the owners had a commitment to attend.

    17) Now i had already confirmed date and time of the 2 hour seminar but had not booked the room yet - but that didn't prove to difficult.

    18) The Seminar

    Now i had the advantage of knowing a little about the restaurant trade - i already had restaurant clients on my client list and i owned an Indian restaurant (partner) years ago. I also had the advantage of speaking in front of a group of people in the past.

    The content of the seminar was from:

    a) some from David Prestons presentation script that he gave out in his cash cow wso with Scott Million

    b) some from the cash cow thread itself

    c) some from my own experiences etc

    d) some of my own twists and turns.

    e) also played a video testimonial of a restaurant client - who is also a friend so he really made me look good because i gave him the script for the testimonial, lol)

    My whole presentation was focused on email marketing and the benefits. I picked a delegate from the attendees and asked him some figures, ie how many people walk into his restaurant on a daily basis and average sale per head etc and went onto show how capturing name and email addresses of customers can increase sales - i took this from the odeas that andrew Cavanagh gave in his ebook about email marketing, ie showing them the value in the list.

    19) I never sold at all in the presentation but offered every owner a free consulting session and gave enough info that if they were motivated enough they could get up and do it themselves.

    20) Results from the seminar:

    From the seminar and from the free consultations i couldn't believe my results. 10 of the restaurant owners were sold on my email service @ £497 set up and £149 per month maintenace.

    Of the 10, 3 needed websites. I only offered basic static sites (outsourced to a friend) and charged £650 (outsourced at £200 each) = i know i could outsource for cheaper but i preferred using my local buddy.

    The big one came from one of the consultations. Now this owner was excited at the prospect of email marketing. In the consultation we spoke about how to capture the names and email email addresses of their current customers.

    Then i hit it without realising. I told him that 4rm the search term 'my city' restaurants gets over 30000 searches per month in google and if his website (that i was about to build) was on the 1st page he could get loads of subscribers direct from the website by offering discount coupons etc. Boy was he excited.

    Now my problem was and still is that i have up till now focused on email marketing and basic web design. I had no idea how to get the guys website to page one of google for that local search term. I new the basics but had never done it before.

    I never told him that though and to him i was the expert - boy if only he knew. I told him for us to build him the site and do seo to get him to page one would require a lot of work but can be done. I quoted £6997 for everything to him including his site design, seo and opt in box set up plus £149 monthly maintenance fee. He accepted and has already paid half the money.

    I've since been a little nervous as to how on earth to get him to page 1 of google - Heeeelllllppppppp!!!!!!!!!!!!

    Never mind - i've got Jamie Garsides wso report to get him there - if it doesn't work i'll have to outsource.

    So here i am super excited at what i just achieved. Here's a breakdown:

    1) Spent 2 whole days shortlisting restaurants, writing and printing original letters, stuffing the envelopes, hand writing the addresses and the box note.

    2) Waited a few days for responses.

    3) Spent another 2 days calling all the non responders.

    4) Spent 2 days going to visit the attendees to collect £50 deposits and give them info on date time and place. I know it was only 15 restaurants but remeber that the letters were sent to restaurants as far as 50 miles from me.

    5) Spent 2 days preparing and practising the seminar content.

    6) Forked out £600 on room hire, postage, printing, petrol etc.

    7) 4 hours on day of presentation.

    8) 3 full days for the free consulting offer i gave to the 15 attendees.


    Seems like a lot of time spent but really it was only about 2 weeks in total. I know more time will be spent on the work i got but look at the financial reults

    1 sale at £6997 plus £149 monthly
    2 sales at £650 (£1300) plus £149 monthly (£298)
    9 sales at £497 (£4473) plus £149 montly for 7 (the other 2 are above) (£1043)

    So that's £12,770 plys £1490 monthly

    Of course from this there will be some outsourcing costs, admin costs, aweber costs etc but i am impressed and excited about my next seminar which at the moment i just do not have the time to do with all this work.

    Hope this can give some of u guys some inspiration.

    To everyones success
    Baal
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    • Profile picture of the author Riz
      Originally Posted by para View Post

      Hi Baal

      Love to know what props you used.

      Regards
      Para

      Hi Para,

      Excuse my ignorance - what do u mean by 'props'?

      Baal
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      • Originally Posted by Baal View Post

        Hi Para,

        Excuse my ignorance - what do u mean by 'props'?

        Baal
        Hi Baal

        Sorry!

        I should of said ... Do you use a Laptop and Projector.

        Regards
        Para
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        • Profile picture of the author Riz
          Hi Para,

          all equipment was provided by the hotel i used - i used a powerpoint presentation.

          Baal
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          • Originally Posted by Baal View Post

            Hi Para,

            all equipment was provided by the hotel i used - i used a powerpoint presentation.

            Baal
            Hi Baal

            Thanks very much and for sharing. It's good to know this.

            Regards
            Para
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  • Profile picture of the author Steve Peters Benn
    Hey Baal,

    What a fantastic story, a total inspiration. That reminds me, I really need to post the next part of my offline marketing guide in the War Room...
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  • Profile picture of the author buonarroti
    This post is great and very encouraging. With some research and a little work you can come out big...better than the alternatives...a normal JOB or unemployed.
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  • Profile picture of the author Angela V. Edwards
    Baal, that was a great post. If you need a hand getting your client to the first page of Google, send me a PM. I'm pretty sure I can help you out. I got my Physical Therapist's (I have an old ankle injury) website to not only the first page from where he was on page 6, but the number one spot for all his keywords very quickly.
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    • Profile picture of the author MarkKennedy
      Hi Angela, do you do what you do for local businesses? Are you talking about your backlinking offer or something else?

      I dont mean to change this thread, but I may want to learn more about what you do. You can PM me if you would rather not discuss here.
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      • Profile picture of the author Angela V. Edwards
        Originally Posted by MarkKennedy View Post

        Hi Angela, do you do what you do for local businesses? Are you talking about your backlinking offer or something else?

        I dont mean to change this thread, but I may want to learn more about what you do. You can PM me if you would rather not discuss here.
        Hi Mark,

        I'm trying to play by the rules and not "toot my own horn" here but yes, I am talking about backlinking. I got my PT's website to the number one spot for his keywords (which were pertinent to our area) from the bottom of Page 6, where he was. I have dozens and dozens more examples of people's websites getting to page one of Google, too...this isn't the only one. Because Baal specifically asked for help in this area, I thought I would leave a post here and let him know I can easily help him out.

        For the "offline" stuff, the good backlinking is the best thing one can do to help get these folks' websites to the top.
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    • Profile picture of the author Riz
      Originally Posted by Angela V. Edwards View Post

      Baal, that was a great post. If you need a hand getting your client to the first page of Google, send me a PM. I'm pretty sure I can help you out. I got my Physical Therapist's (I have an old ankle injury) website to not only the first page from where he was on page 6, but the number one spot for all his keywords very quickly.
      Hi Angela,

      Thanks for the offer.

      If i fail in getting the clients to page 1 i will give u a shout :-).

      Baal
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  • Profile picture of the author shyxldy
    great story! thank you! enjoyed it!
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  • Profile picture of the author prairiedog
    Thanks for your story...those always motivate me to get off my butt and get to work.
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  • Profile picture of the author MrYossu
    Originally Posted by Baal View Post

    15) Now with the 15 seats sold i made an appointment with each owner to go see them personally to introduce myself, give them details of the exact time, date and place (although this was discussed on the phone) and to collect a £50 refundable deposit to ensure their attendance which was also discussed on the phone when confirming their seat.
    What did you discuss in that 15 minutes? If I were one of those business owners, I don't think I would have let you out the door with my $50 until I had squeezed the info out of you.

    Once I had the info, why would I come to the seminar?

    Just curious as to the benefit of the appointment - other than to collect the cheque of course!

    Thanks for a great story, given me some ideas
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    • Profile picture of the author Riz
      Originally Posted by MrYossu View Post

      What did you discuss in that 15 minutes? If I were one of those business owners, I don't think I would have let you out the door with my $50 until I had squeezed the info out of you.

      Once I had the info, why would I come to the seminar?

      Just curious as to the benefit of the appointment - other than to collect the cheque of course!

      Thanks for a great story, given me some ideas
      Hi Mr Yossu,

      Not sure but i think u r getting mixed up with my meeting before the seminar and the 15 minute consultation after the seminar.

      1) The meeting before the seminar - this was only to collect the £50 deposit and hand them a receipt and to hand them a 1 page document detailing the date, time and place of the seminar. No details of the seminar content were discussed so they still had every reason to come to the seminar.

      2) The meeting after the seminar - This was a Free 15 minute consultation offered to every attendee to discuss their specific requirements and to help where i can. The ones who took on a service from me at the seminar had the £50 taken off from their fee. Every other attendee were given their deposits back before they left the seminar. The consultations after the seminar is where i made the bulk of my sales.

      Hope that helps.
      Baal
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      • Profile picture of the author MrYossu
        Originally Posted by Baal View Post

        Hi Mr Yossu,

        Not sure but i think u r getting mixed up with my meeting before the seminar and the 15 minute consultation after the seminar.
        You're right, I was Thanks for clarifying it.

        One other question if you don't mind. You said that the seminar was two hours. What did you talk about for that long? I worked hard on my delivery, and can put the whole thing over in about 15 minutes. I can't imagine padding it out to two hours without boring the pants off everyone!

        Thanks again
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        • Profile picture of the author Riz
          Originally Posted by MrYossu View Post

          You're right, I was Thanks for clarifying it.

          One other question if you don't mind. You said that the seminar was two hours. What did you talk about for that long? I worked hard on my delivery, and can put the whole thing over in about 15 minutes. I can't imagine padding it out to two hours without boring the pants off everyone!

          Thanks again
          Hi Mr Yossu,

          Believe me if u r showing a business owner Value then no matter how long u r talking for u will not bore the pants off them.

          My actual presentation was approx 1 hour, the rest was q&a and refreshments and mingling at the end.

          I used David Prestons presentation given out in his wso oto - i also had a lis of benefits i went through - played Video testimonial - went through each owner to have them introduce themselves at the start etc - it was actually very easy to tlk for an hour or so.

          Did u get David Prestons wso? If so, most of the answers are there.

          Hope that helps.
          Baal
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          • Profile picture of the author DiamondPed
            Hi Baal,

            Big thanks for starting this thread & sharing your experiences, both personal & professional with us all.

            Loved the way you have just "got up & gone for it" instead of my "analysis paralysis" approach at the moment.

            Would love to catch some time with you for more inspiration .... have PM'd you.


            Thanks also to the others for "chipping in " with comments & suggestions, much appreciated folks.

            Anyway ......

            Onwards & Upwards !
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            • Profile picture of the author Riz
              Thanks DiamondPed - i have replied to your pm.

              Baal

              Originally Posted by DiamondPed View Post

              Hi Baal,

              Big thanks for starting this thread & sharing your experiences, both personal & professional with us all.

              Loved the way you have just "got up & gone for it" instead of my "analysis paralysis" approach at the moment.

              Would love to catch some time with you for more inspiration .... have PM'd you.


              Thanks also to the others for "chipping in " with comments & suggestions, much appreciated folks.

              Anyway ......

              Onwards & Upwards !
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          • Profile picture of the author MrYossu
            Originally Posted by Baal View Post

            Hi Mr Yossu,

            Believe me if u r showing a business owner Value then no matter how long u r talking for u will not bore the pants off them.
            Wasn't so much a case of boring them as knowing what you spoke about.

            Originally Posted by Baal View Post

            My actual presentation was approx 1 hour, the rest was q&a and refreshments and mingling at the end.
            OK, that makes more sense.

            Truth be told, although I have got my presentation down to 15 minutes, it never happens that way. When talking to business owners, it always takes a lot longer.

            Also, my 15 minutes includes a very brief background. If I were presenting this to a seminar, I would go into more detail.

            Originally Posted by Baal View Post

            I used David Prestons presentation given out in his wso oto - i also had a lis of benefits i went through - played Video testimonial - went through each owner to have them introduce themselves at the start etc - it was actually very easy to tlk for an hour or so.

            Did u get David Prestons wso? If so, most of the answers are there.

            Hope that helps.
            Baal
            I didn't get the WSO, mainly because the offline threads that have been here recently have given me so much inspiration and so many ideas, that I just can't see what more the WSO would give me. I have more then enough to keep me going. I just need the time and action to put it into practice!

            Thanks for the reply
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  • Profile picture of the author hitman22
    Thanks for your story
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  • Profile picture of the author dwshoup
    Fantastic! It is so good to see positive results like this from just a little action.

    Congratulations and let us know if you get that page 1 rank on google.

    David
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    • Profile picture of the author Riz
      Hi David,

      Not there yet but hopefully shouldn't be to long.

      Baal

      Originally Posted by dwshoup View Post

      Fantastic! It is so good to see positive results like this from just a little action.

      Congratulations and let us know if you get that page 1 rank on google.

      David
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  • Profile picture of the author RobertAxelsen
    Awesome! Thanks for the wonderful inspiration.

    I have been thinking about combining my online business with some offline action. Make for more variation as well
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  • Profile picture of the author laurelwachtel
    A great idea to accelerate interest in your own small business for sure! If you have the talent for persuading an audience in public speaking, seminars are a great way to get people interested AND get them to sign on the dotted line as well. Personal contact with people tends to work over email, and sales letters because you're able to answer their questions in the moment and your able to assist them instantly. A great idea, and very inspiring!
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  • Profile picture of the author mpeters7
    Baal,
    Thanks, this is amazing! If you don't mind some nitpicking, can I ask what you include in the maintenance price? Do you write any of the emails for them?
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    • Profile picture of the author Riz
      Hi,

      No problem - the maintenance price includes list management, giving ideas for gathering email ads at the restaurant and writing the emails. This really does not take very long.

      Hope that helps.
      Baal

      Originally Posted by mpeters7 View Post

      Baal,
      Thanks, this is amazing! If you don't mind some nitpicking, can I ask what you include in the maintenance price? Do you write any of the emails for them?
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  • Profile picture of the author gerrihabib
    An unusual approach, and very different to traditional marketing methods for sure, I like it! I like how you've combined the online and offline methods of marketing to reach a great and achievable result. I'm interested in getting some learning materials from your mentors that you credit for this particular project! Great info and thanks for your post!
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  • Profile picture of the author oneempowered
    Baal,

    It's great to see that you're still doing well with this!

    Keep it up. Very soon you'll be in a position to outsource more and multiply your efforts.

    oneEmpowered
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    "We can't let fear hold us back. Everything we really want is just on the other side of fear."
    ~Farrah Gray (self-made millionaire at 14)

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  • Profile picture of the author hotlinkz
    Baal,

    Very inspirational!

    You have prompted me to step up my efforts for getting local radio and TV station interviews set up. Currently getting outsourcing contacts lined up in case things take off.

    Keep up the Good Work!
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    • Profile picture of the author Riz
      Thanks Hotlinkz.

      How r u going to go about trying to get Radio and TV interviews?

      I know there is a wso on this but haven't bought it yet - not quite at that stage yet but would love to consider this option in the near future.

      Baal


      Originally Posted by hotlinkz View Post

      Baal,

      Very inspirational!

      You have prompted me to step up my efforts for getting local radio and TV station interviews set up. Currently getting outsourcing contacts lined up in case things take off.

      Keep up the Good Work!
      Signature
      NEWBIES - Stuck on Technical Issues?

      Ask me For a FREE copy of my upcoming course that will eliminate all your technical gremlins....:
      SEND ME A PRIVATE MESSAGE NOW!
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  • Profile picture of the author ideasuniversity
    This is super and cool. I have just done a seminar too, but I am selling my report as an WSO.
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  • Profile picture of the author 11Levels
    Strategizing is the way to success, taking action based on your strategy is the key to open the door to success!

    Very inspiring. Thank you for sharing and good luck to you with any other endeavor!
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  • Profile picture of the author marketingmonster
    You are an inspiration for all of us who are focusing on the offline world.

    It can and has been done. Thanks for your learnings ... that way we all learn.

    Now we just gotta do it to make it happen
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