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$30k a Month With This "Old Fashioned" Newsletter Info-Business? Here's How...

by XponentSYS
21 replies

I’ve been doing offline stuff for a while now and this is the undisputed "champion" of info-marketing business models and is the one myself and many of my colleagues have used to build "multi-million dollar" information marketing businesses in the OFFLINE SPACE.

It's "old fashioned"... invented by "old school" powerhouse Dan Kennedy but this has balls and flat out WORKS!

How to Build an Extremely Substantial
"Information Marketing" Offline Business.


Business models like this ARE the undisputed champion when it comes to using information marketing to help practitioners grow their practices - and get paid very handsomely for it.

One of the things we do is run offline newsletter services, exactly like those I posted about in that “$11,000 a month, here’s how…..” thread.

Here’s a very brief summary of how this works:

Lets take the "physical therapists" space as an example on which to execute this business model....

Put yourself in the shoes of a PHYSICAL THERAPIST for a moment….

Here’s what would happen if you paid us to help you with your marketing….
  • You’d get 4 “fliers” a month, to be distributed WEEKLY in your waiting room. 8.5x11, color, one sided. They would contain quick facts about (week 1) Back pain, (week 2) massage healing, (week 3) Ankle and foot pain (week 4) recovering from surgery.

    We basically research your market and find out the REASONS somebody would go 'see" a practitioner and pick 4 of them to create engaging 1 page "info" fliers.

    These “fliers” accomplish the same goal Brian Boyde’s newsletters, and the N/Ls I posted about accomplish – credibility and trust.
  • You also get a full blown N/L (exactly like those discussed over in my post) – the only difference being that they’re folded, stapled and MAILED. No waiting room. Mail ONLY.

    The purpose of these newsletters are to incourage multiple "visits" as well as re-activate past clients or patients.

    Oh yeah - you MAIL this to ALL current and past clients.

  • SEPARATE newsletter that goes to MDs in your area (up to 20) – to generate referrals from them. The content of this N/L is different than the one that goes to the practitioner’s past and current patients, obviously.

    This newsletter talks to the MD about the benefits YOU can pose to THEIR patients as a physical therapist.

    It encourages the referral.

    The JOB of this newsletter is to brand YOU as the "expert" in physical therapy so when their patients seek physical therapy care (which they DO - A LOT) you become their referral - ALMOST AUTOMATICALLY.


For this = $497.00 a month – based on the fact that ONE patient alone is worth at least $3,000.00

Up-Sell:

All of the above, PLUS...
  • Practitioner BLOGS, websites or both - updated with 5 to 10 freshly written articles a month.
  • A Listing in a highly targeted and well trafficked Directory - You can either find one to JV with (what we did) OR you can have one created and rank/advertise it.
  • Weekly Coaching Usually an hour a week, 1 on 1.
  • An EMAIL Version of the above patient reactivation newsletter discussed above.


$1,097.00 a month.

How to Get Your "Members" to "stick"...
  • Monthly marketing newsletter from YOU to all of your members.
  • Weekly Marketing Tips FAX In our case - "Monday Morning Madness" Fax.
  • Bi-Weekly "snail mail" package containing anything of value from a free book.... to a CD or DVD.
  • member of the MONTH contest and interviews with that member. The interviews can then be distributed to all other members as an "audio CD" in the MAIL. (Note: Sending stuff in the MAIL hugely increases VALUE because it is tangible.


Marketing Your New "Info-Marketing" Business...

There's lots of ways to market a service like this. I'll tell you the two main ones I use....
  • 70-80 percent POSTCARDS (My Hybrid Marketing Blueprint method)
  • Other 20 - 30 percent - Ads in trade magazines and journals plus misc other crap

No matter what marketing method is used, everything leads to an online landing page offering a FREE REPORT of some kind about practice or business building using "lead gen" and "newsletters".

Once they opt-in to the landing page, the report is "snail mailed" to them and a "snail mail" series much like that of an auto-responder is started to convert them to the above services.

Sure... "snail mail" is far more expensive than say... an auto-responder service but it flat out WORKS!

Don't forget the high price points of the services above.

This makes the value of each member skyrocket and thus, this more effective "snail mail" approach is feasible.

So… WHY am I telling you this?

Because it’s a good, old-fashioned, “Dan Kennedy” grown – balls to the wall “info-marketing” business model and anyone with the chops to just do what works - not what's "shiny" can implement a model like this and be able to expand on it.

Business models such as that summarized above ARE "millionaire creators" - ask any of the massive names like Dan Kennedy.

T-H-I-S is what they use to build their business and this is what I use to build mine.

This model works "gang busters" in ANY market - but is REALLY good in the medical space.

That being said... as long as you can identify the players for each component (potential members PLUS potential businesses to refer to them PLUS high customer value) this will WORK!

This model is applicable in most ANY market – but is frickin CRAZY in medical, law and insurance markets (where customer value is high).

That’s just a summary – there’s more to it, lot’s more, but that’s the gist - and should be enough to light your mind on fire. :-)
#$ a month #famous #newsletter #sequel #thread
  • Profile picture of the author TheyCallMeBE
    Thanks, Ben. I was looking for some more upsells to offer on my newsletter site.

    Everything looks great. I have one question, though. With mailing out the newsletters, are you doing this every month? Seems like you could lose your shirt printing and mailing out the newsletters to their patients if you are doing that every month if they have a nice sized list. I assume the number is capped at about 100 patients or so?
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    • Profile picture of the author XponentSYS
      Originally Posted by TheyCallMeBE View Post

      Thanks, Ben. I was looking for some more upsells to offer on my newsletter site.

      Everything looks great. I have one question, though. With mailing out the newsletters, are you doing this every month? Seems like you could lose your shirt printing and mailing out the newsletters to their patients if you are doing that every month if they have a nice sized list. I assume the number is capped at about 100 patients or so?
      Yes..... this information would be the perfect "upsell" for your NL business.

      WE do not handle the printing and mailing. THEY do. For this we refer them out to Pete LILO. The Home of Petetheprinter.com - Your one stop shop for all your quick & high quality printing needs - where we have a system setup.
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      • Profile picture of the author CreekChub
        Originally Posted by XponentSYS View Post

        Yes..... this information would be the perfect "upsell" for your NL business.

        WE do not handle the printing and mailing. THEY do. For this we refer them out to Pete LILO. The Home of Petetheprinter.com - Your one stop shop for all your quick & high quality printing needs - where we have a system setup.
        Really? Did you take a peek at that site? I can't possibly imagine sending a client in there blind...
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        • Profile picture of the author XponentSYS
          Originally Posted by CreekChub View Post

          Really? Did you take a peek at that site? I can't possibly imagine sending a client in there blind...
          I know... I know. The site leaves MUCH to be desired but Pete's one of the "old school" guys and works closely with me, Dan Kennedy and many others. He has a rep for being the "go to guy" for DRM stuff and KNOWS what we need to run an "info-marketing" business.

          My clients use him because I tell them to... and that's all it takes.

          Most of the time, they CALL him.
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  • Profile picture of the author vndnbrgj
    Your first package looks a lot like a chiro package I came across...

    It looks like a good add-on for what I am doing as well.
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    • Profile picture of the author peter_act
      Only problem I can see from my perspective is in churning out quality articles and reports.
      I know nothing about physiotherapy.
      Presumably you get these from the "Warriors for Hire" section.
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      • Profile picture of the author XponentSYS
        Originally Posted by peter_act View Post

        Only problem I can see from my perspective is in churning out quality articles and reports.
        I know nothing about physiotherapy.
        Presumably you get these from the "Warriors for Hire" section.
        Yeah.... I don't write all the content myself. I hire "medical writers" to do that. Yes... there are some here on the forum.
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  • Profile picture of the author cash89
    There is a lot of potential with this system. I actually incorporated Brian Boyds newsletter system. Made great sales with that system and then began adding more products in to my offerings due to the success I was having. Once I started selling the newsletter the businesses wanted more and more!

    PS. Since i have added more products I actually have great newsletter domain for sale that uses great keywords, pm if anyone interested.
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  • Profile picture of the author TheyCallMeBE
    I got you. I would personally add providing a newsletter opt in
    box on their site and providing a couple email blasts a month for the 499 offer. For 500 bucks, they still have to do a lot of tasks on their own. Managing their email marketing adds value and would improve retention rates. Plus, it isn't time consuming on our end, either.

    Originally Posted by XponentSYS

    Quote:

    Originally Posted by TheyCallMeBE

    Thanks, Ben. I was looking for some more upsells to offer on my newsletter site.

    Everything looks great. I have one question, though. With mailing out the newsletters, are you doing this every month? Seems like you could lose your shirt printing and mailing out the newsletters to their patients if you are doing that every month if they have a nice sized list. I assume the number is capped at about 100 patients or so?

    Yes..... this information would be the perfect "upsell" for your NL business.

    WE do not handle the printing and mailing. THEY do. For this we refer them out to Pete LILO. The Home of Petetheprinter.com - Your one stop shop for all your quick & high quality printing needs - where we have a system setup.



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    • Profile picture of the author XponentSYS
      Don't know why I didn't say this when I "thanked you" but better late than never I guess, LOL....

      I like your idea about the email stuff. The whole point of this post was to give people a base upon which to expand and think "out side the box" a little. I am happy to see you doing that and posting and I hope others follow suit.

      While I DO like your email idea, I want to take this opportunity to tell people NOT to get hung up on "price points" and the "500 bucks a month" stuff because it's NOT about QUANTITY of work, rather QUALITY.

      What QUALITY translates into is VALUE.

      The VALUE to the client comes comes from revenue I can generate.

      If he spends 400 bucks a month, but gets just ONE customer worth $3,000 then the price point is not out of line. It can even be argued that it's too little.

      I have experience doing this in the chiropractic space as well - and $400.00 a month is HALF what we charged - because patients are worth so much.

      So, start think of it in terms of what you can EARN the client - as opposed to what you should CHARGE them. Once you figure out what you can earn them, your "fee" happens automatically.

      Best,

      Ben Pedersen



      Originally Posted by TheyCallMeBE View Post

      I got you. I would personally add providing a newsletter opt in
      box on their site and providing a couple email blasts a month for the 499 offer. For 500 bucks, they still have to do a lot of tasks on their own. Managing their email marketing adds value and would improve retention rates. Plus, it isn't time consuming on our end, either.






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  • Profile picture of the author club20coaching
    Flyers work so well!!! Thanks for the post I could not agree more brother.
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  • Profile picture of the author boatree
    This is fantastic mate... Particularly as a way to up sell offline biz clients you may have developed/designed websites for.

    I needed to sit down and map out a structured method to up sell clients on a re-occurring monthly fee on top of their email and web hosting but you have done it all for me.

    Thanks a heap for providing the structure. The best part is, depending on the size and client niche, you can tweak the services on offer to bring down / bring up the costs for your market.

    Thanks again.
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    • Profile picture of the author NBianco
      This is very interesting and seems like a great way to do offline business. I can think of another niche or two where it seems this would be very effective.

      Are there any other guides out there that go more in depth and offer a step by step and give things like cost for mailing post cards and really just a more detailed blueprint?
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      • Profile picture of the author XponentSYS
        My HYBRID BLUEPRINT (in my sig) covers the POST CARD AND LEAD GEN part in detail.

        All the other stuff I've learned and put together from YEARS of consults with guys like Dan Kennedy and Ben Altadonna.... both of whom are long time " info marketing" experts with whom I "cut my teeth".

        The rest of it came from a decade of experience.

        Long story short... not sure if there's a complete course on this or not. Because of the way I learned (coaching and DOING) I never needed one.

        Originally Posted by NBianco View Post

        This is very interesting and seems like a great way to do offline business. I can think of another niche or two where it seems this would be very effective.

        Are there any other guides out there that go more in depth and offer a step by step and give things like cost for mailing post cards and really just a more detailed blueprint?
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        • Profile picture of the author NBianco
          Thanks for your reply. I guess there really is no substitute for doing. I appreciate it!
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          • Profile picture of the author XponentSYS
            Originally Posted by NBianco View Post

            Thanks for your reply. I guess there really is no substitute for doing. I appreciate it!
            No problem. Get started setting it up. When you have questions, post them here. I'm always monitoring my threads.
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            • Profile picture of the author aduttonater
              When you mentioned MDs, I thought you were talking about Mc Donalds. Lol. Great content though.
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              • Profile picture of the author Sebulba
                That's funny, McDonald's.

                I don't think a newsletter would do their main clientele a lot of good -- don't they have to know how to read?

                Seb

                Originally Posted by aduttonater View Post

                When you mentioned MDs, I thought you were talking about Mc Donalds. Lol. Great content though.
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                • Profile picture of the author XponentSYS
                  Originally Posted by aduttonater View Post

                  When you mentioned MDs, I thought you were talking about Mc Donalds. Lol. Great content though.
                  Nice one. There's a hidden lesson in this about BRANDING, lol

                  Originally Posted by Sebulba View Post

                  That's funny, McDonald's.

                  I don't think a newsletter would do their main clientele a lot of good -- don't they have to know how to read?

                  Seb
                  LOL. Hey, don't hate on Mickey-Ds customers! I'd be remiss if I didn't say I love their fries! Every now and again, I get a craving for their drive through. And their Sausage and Egg McMuffin? Yeah baby!

                  I'm hungry.
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                  • Profile picture of the author sodomojo
                    Looks like Pete forgot to renew his domain...
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                    • Profile picture of the author XponentSYS
                      Originally Posted by sodomojo View Post

                      Looks like Pete forgot to renew his domain...
                      Pete retired and only works for a select few of us now. Though he still does our stuff, he isn't taking new clients.

                      If anyone needs printing, I implore you to look up Jake here on the forum (moniker "Bob Ross")

                      He knows DRM and like Pete, has our backs. Understanding is everything.
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