Why are we having such a hard time dreaming?

As children, we dream on a regular basis.

We fly, conquer the world, create imaginary friends,

and plan to accomplish things never considered by anyone 20 years older.


As we age the conformity begins.

We are told that our dreams are unreasonable, not possible,

or why would you ever try that – you might FAIL!
We create control within the context of today’s boundaries.

Business owners don’t hire for new ideas, they hire for fitting into the box


The problem: In America, business owner wealth is often best accomplished by people with the desire to dream in a world without boxes.
How can you dream without boxes?

Do things differently.

Get away from the day to day so you have time to dream.

Learn to challenge your own thinking and be open.

Be willing to let others challenge your thinking

They might just allow you to fly, conquer the world, and accomplish things you were told were impossible.
Dream for yourself, your family, and your business.

You have to have dreams for them to come true. – John Anderson


Definition of Insanity:

” If you keep doing what you’ve always done…


You’ll keep getting what you’ve always got”


Don’t drive the same route to work.

Don’t watch the same T.V. shows.

Don’t go to the same Bar or Restaurant.

Don’t hang out with the same people.


Don’t sit in the same place at Pep-Net.

Expand your circles of influence. Get out of your comfort zone. If you live your life in a cave your only friends will be BATS. Let me be the first to tell you Bats do’t buy insurance, or soaps. They don’t get body massages nor do they need web-sites. I can’t remember the last time I had a bat in my shop for auto repairs nor have I seen a bat walking their cat or dog. You get it, go out and expand your friends, thoughts and business relationships. We are ALL depending on you.

Harry Volkmann

The Perpetual Product & Service Launch Cycle

  • The Heart Of The Matter = Today’s discussion is about how you can introduce a perpetual launch cycle into your business.  By perpetual launch cycle I mean, a structured and systematized way of offering new products and services that realiably and predictably fulfils your launch goals.  It’s like a marketing campaign designed around a single product or service…
  • What Could My Launch Goals Be?
    • You Can Use It To Build Your List
    • To Warm Up A Cold List
    • Gain Exposure
    • Solve An Existing Problem
    • Makes The Old New
    • Make $$$ = In my own business I went from being a guy that sold stuff online to Web Designer -> Copywriter -> Products -> Consultant -> Coach -> Masterminds -> Incentives -> Systems  -> Speaking -> Local Marketing…
  • How Do I Create New Products Or Services For A Perpetual Launch?
    • Document Everything You Do = Use Evernote, Take Audio, Take Video, Use Screen Captures, Repurpose Information
    • PLR = Private Label Rights offers you a treasure trove of information that you can use to create products, create blog posts, social media content, etc.
    • Bundling = Bundle products and services together in new ways.
    • Joint Venture = Combine your unique set of skills with other entrepreneurs and sales professionals for success.
    • Ghost Writing = Have a book or product ghostwriten by another person.
  • What Types Of Launches Are There?
    • Plant The Seed Launch (1 – 2 Weeks) = You can use this launch to determine what kind of products or services your niche might desire.  Then you custom tailor your launch to their desires.  Forums are a great way to get started on these to get your first group of core people to pitch.  You don’t need a list to make this one work.
    • Insiders Launch (1 – 2 Weeks) = In this version you are focused on only your core list.  You bring your offer and strategy to them and this allows you to work the kinks out.
    • Big Ole Joint Venture Launch (1 month) = This is a very complicated version because you have joint venture partners that are going to be requiring communication, tactics, and strategies from your pertaining to the launch.  You also have the potential to make far more money as well.
    • Affiliate Launch (3 – 7 Days) = If you don’t have any products or services then you can always pitch someone else’s existing product to your list.  Usually framed as… “I tried this great product and I’ll tell you more later, once I try it!”
    • Relaunch (Variable) = Take a product or service that is old and relaunch it with a new spin!
  • Key Elements Of Any Successful Product / Service Launch:
    • Story = This is custom tailored to appeal to your target market.  Your story is about them…  Not you!
    • Offer = This should be fairly irresistible to insure success.
    • Testimonials = A solid part of any marketing strategy, and people are going to want to see results!
    • Guarantees = A strong money back (or similar) guarantee is a MUST in this situation.
    • Target Market = This is what it’s all about.  You cannot have a successful launch without knowledge of the target.
    • Sales Material = Banners, Links, Sales Letter, Product Photos, Videos, Reviews, Website, Etc.
  • Psychological Triggers Used To Seal The Deal:
    • Us Against Them
    • Reciprocity
    • Authority
    • Anticipation
  • THE BIG TAKEAWAY = What if you could consistently depend upon a boost in your income every month, quarter, or year?  What would that mean for your bottom line?  How could it improve your business, profits, and life?

7 Social Media Blunders & How To Avoid Them

“Engaging in an authentic, meaningful conversation with consumers will be the key to marketing success and growth, even if that means acknowledging negative feedback; transparency is paramount.” – Ron Blake

  • Social Media As A Part Of Your Overall Marketing Funnel= Your marketing funnel should spiral down each step should move the prospect closer to a buying decision.  Social Media is a part of that effort as well.
    • Integrate It Into Your Funnel
    • Include Your Social Media Icons & Information Whenever Possible
    • Drive Your Traffic Back To Your Own Sites And Offers
    • Pepper Your Traffic With Posts & Specific Calls To Action Along With FREE Useful Information
  • Never Replying
    • Once You Generate The Engagement You Need To Interact
    • Don’t Do Drive By Post
    • Go Back At The Beginning Or End Of The Day To Interact
  • Recognize That Social Media Is A Long Term Commitment
    • It Takes Time To Build Friends, Followers, Etc.; To Build Momentum
    • Social Media Has Radically Changed The Way People Interact; It Requires Build Relationships
    • Selling From The Front Porch = Social Media is very much like selling of off the front porch of your house.  People travel by… going about their business.  They aren’t specifically looking to purchase your given product at that time.  That’s why you have to build the relationship.  You can’t be a carnival barker…
  • Not Claiming Your Business Pages
    • Many Of These Sites Offer Business Pages…  You Should Use That Feature
    • It’s About Leverage.
    • It Allows You To Control The FLOW Of Your Content
  • Using Tracking Tools
    • You Should Be Using Social Media Metrics
    • Enough “Likes” On Your Facebook Fan Page Leads To Insights
    • Google Analytics Has All Manner Of Options
    • URL Shorting Sites (i.e. Bit.ly, Tiny.url, etc.)
    • Twitter Search Offers Tremendous Functionality
    • Reputation Management 101
    • Be Listening & Respond
  • Proper Posting Time
    • What Are Your Goals?
    • How Active Do You Want To Be?
    • Facebook – 1 – 5 x Day
    • Twitter – Hourly
    • FourSquare – Weekly
    • Posting Too Often?
    • Posting Too Rarely?
    • Happy Medium
  • Time Management
    • Time Costs Money Too!
    • Automation
    • Morning & Evening Approach

Maximizing Lifetime Customer Value

PEP.NET Educational Moment (11/15/12):
Maximizing Your Lifetime Customer Value (LCV)

‘Advertising is merely another form of statistics’ — Hartman Jule

What Is Lifetime Customer Value?

  • The amount of money a client spends with you over the average length of your relationship with them is your lifetime customer value.
  • This is a very important number!  It allows you to:
    • Determine how much money you can spend to get and keep a new client.
    • Measure your LCV and improve it!
    • Shift your focus from quarterly to long term.
    • Determine which customers are most profitable and fire the losers!
    • It allows you to predict income in the future based on client acquisition numbers.
    • Most of a client’s value to your business is loaded on the back end.
      • The first time you get a customer in the door is the most expensive!
      • All of your money will be made on the 2nd, 3rd, 4th, etc. visits because you don’t have all of the upfront acquisition and lead generation costs.

Who Are My Customers? = Any honest assessment of your LCV starts with this question.

  • Contractual Vs. Non-Contractual = I’d rather have determined and repeatable income from clients that are under contract.
  • Customer Information Vs. No Customer Information = The value is always in your list!
  • Recency = How long since they’ve been in?

The “Quick & Easy” Method For Determining Your LCV

  • Find the average amount a customer spends in a year (A)
  • Find the average length of time you retain a customer (B)
  • Account for any other variables (i.e. referrals)
  • A * B = Lifetime Customer Value

Customer Profitability =  Segment your list into three groups and treat them accordingly:

  • 1st Tier = Reward (High Profit)
  • 2nd  Tier = Grow (Low Profit)
  • 3rd Tier = Fire (No Profit)

Why Do Customers Leave?

  • 1% Die
  • 3% Move Away
  • 5% Follow The Advice Of A Friend
  • 9% Change For A Better Value
  • 14% Miscellaneous
  • 68% Because They Don’t Feel Wanted

3 Ways To Increase LCV:

  • Upsells (i.e. French Fries)
  • Increase Frequency (i.e. Newsletters)
  • Increase Referrals (i.e. Campaigns)

Our Friend Failure

PEP.NET Educational Moment (11/01/12): Our Friend Failure

‘Failures are steps in the ladder of success.’ — James Allen

Definition (Merriam-Webster Online):

  • omission of occurrence or performance; specifically : a failing to perform a duty or expected action <failure to pay the rent on time>
  • a state of inability to perform a normal function <kidney failure>
  • lack of success
  •  a falling short : deficiency <a crop failure>


Who Experiences Failure?

  • We may think that failure is uniquely our own…  It is not.
  • Look to your left…  Look to your right…  Chances are that person failed.  Everyone fails.
  • Turn this notion on its head and that means highly successful people fail too.

Famous People & Their Failures:

  • Albert Einstein = Couldn’t speak before four and failed his first college entrance exam
  • Clint Eastwood = Told he couldn’t be an actor because his Adams apple is too big.
  • Van Gogh = Sold only painting for $50 in his life to his sister; painted over 800
  • Beethoven = Told he had no talent whatsoever as a composer
  • Columbus = Thought he discovered the East Indies

How Do We Perceive Failure?

  • Most people are terrified of it and avoid it at all costs.
  • This leads us to avoid taking chances.
  • In fact, as we grow older we try fewer things and give up more easily

THE BIG IDEA = I believe that success is totally dependent on your own mindset.  When you begin to switch from perceiving failure as a negative to a positive…  To think like a successful person about failure…  You will become capable of confronting it over and over.

How Do Successful People Perceive Failure:

  • Failure Is A Temporary Defeat
  • Learn Lessons From Your Failure
  • Failure Brings You Closer To Success
  • You Only Fail When You Give Up


What To Do When You Fail?

  • Identify Traits, Characteristics, Skill Sets, etc. That You Can Improve
  • What Is The Seed Of Benefit Hidden In Your Failure?
  • Examine What You Could Have Done Better & Try Again

Wealth Attraction: 202

PEP.NET  Educational Moment (10/18/12):
Wealth Attraction 202

Our brains become magnetized with the dominating thoughts which we hold in our minds, and, by means with which no man is familiar, these ‘magnets’ attract to us the forces, the people, the circumstances of life which harmonize with the nature of our dominating thoughts.– Napoleon Hill

v  “For this educational moment I thought I would switch gears and talk about something other than marketing for a change.  However, it’s a topic that is still near and dear to my heart: Money!  More specifically: Wealth Attraction.

In Wealth Attraction 101 We Discussed:

  • Breaking The Shackles Of The Money=Work Link
  • Money Is Not A Zero-Sum Game
  • The 3 Pillars Of Wealth Attraction: Behavioral, Strategic, & Philosophical
  • &5 Wealth Magnets

Wealth Magnet #6: NO FEAR

  • If I Fear It Then I Must Face It
  • Why Fear Change?
  • Failing Your Way To Success
  • Abandon Any & All Wealth Related Fears
  • Expect The Unreasonable; Be Unreasonable

Wealth Magnet #7: NO GUILT

  • Ayn Rand & Objectivism = “the concept of man as a heroic being, with his own happiness as the moral purpose of his life, with productive achievement as his noblest activity, and reason as his only absolute…
  • How Much Of Your Life Is Controlled By Others?
  • Market Share Is An Antiquated Concept.
  • The World Is Yours; Start Acting Like It!

Wealth Resources: Maxwell Maltz, Napoleon Hill, Dale Carnegie, Matt Furey, Lee Milteer, Warren Buffet, Earl Nightengale, Zig Ziglar, Paul Newman, Dan Kennedy, Robert Ringer, etc.

In Conclusion:

  • Knowledge Without Action Is Useless
  • Incorporate The 7 Wealth Magnets Into Your Life
  • Be Creative
  • 21 Days = New Habit

Proprietary Note Taking Method

“Ideas are like slippery fish.  You can’t catch them if you don’t write them down.” – Mike Black

  • Ideas Are Like Slippery Fish = It’s very true.  You never know when a great idea may strike.  So you really have to be ready to catch them with a pen and paper.  Today I’m going to share with you my proprietary note taking method that is useful in generating ideas and managing your business.
  • The Process:
    • Step 1 – Create Your “Seed” Document = The seed document is simply a word document that you use that is divided into sections.  These sections will vary based upon your specific business needs.  As you work through the course of your business day, you want to be cutting and pasting useful information into the different headings of your seed document
    • Step 2 – Paste Your Information = Simply paste your vital details into your seed document. .  Does this sound like a pain in the ass?  It’s not …  It only takes 10-15 extra seconds per new task.  Remember: CTRL + A. CTRL + C, CTRL + V.

–       Example #1 = My seed document contains headings such as Swipe File Appendix, Copywriting Appendix, Graphical Elements, Contacts, BIG Ideas, etc.

–       Example #2 = For your business you might use it for a variety of reasons.

  • Attach links to important documents, emails, or tax returns
  • Add general notes regarding a process
  • Use a supplies section to track inventory
  • Save passwords, login information, and more
  • Put in outsourcing information or contractor information
  • Etc.
  • Step 3 – File Your Seeds = Create a “Seed File” in your business directory to store your daily seed documents.  When you place these document in the folder your want to name them with the date and brief word or two about key themes.
  • Step 4 – Rinse & Repeat
  • “But…  What do you use these Seed Documents for?”
    • Reference = It makes a great reference.  It will save you time from looking for passwords, tax stuff, addresses, etc.  It can all be found in one place.
    • Infoproducts = If you have a unique system or way of doing things than you can track it and turn it into a system that can be sold to others in your industry.

–       Question: “Bruce, after our conversation yesterday, how big could this idea be for you and what you’re doing?”  It would be a great to build some type of training manual for your courses.

  • Capture Money Making Ideas = Don’t let those fish slip through your fingers.
  • Employee Systems = This is a great way to generate a system for your employees to follow.
  • Franchising = If you want to start a franchise these documents make the outline for an operations manual.
  • Blog Posts / Articles = These make great fodder for posting on your website, blog, social media, etc.
  • Miscellaneous Tips
    • Notepad = Keep a notepad by your bed and write down your ideas in the middle of the night.  If you think about a problem before you go to bed your subconscious mind will work on it for you over night.  You’ll often find that you discover the answer to your problem when you awaken.
    • Digital Recorder = You can use these to remind yourself of things to add to your seed document when you are away from your desktop.  It’s particularly useful to store these items on a recorder that has a USB port so you can copy it straight to your computer.

Your Wild West Wagon Wheel

“In marketing diversity leads to stability.” – Unknown

  • Pikes Peak Or Bust! = Imagine you and your family are travelling across this great land of ours in one of those old timey wagons.  You know the ones with those big ole wheels.  That’s what we’re here to talk about today.
  • Wagon Wheels = Those wagons as they travelled depended heavily upon their wheels.  If one of them broke they were in a lot of trouble.  So those wheels had to be strong and to keep them that way they used a lot of spokes… the more the better!
  • Your Wild West Wagon Wheel = Marketing your business is just like those wagon wheels except the spokes on your Marketing Wagon Wheel are the different methods you have to generate business.  The more ways you have to draw business in the better.
  • Would You Rather Have 1 Way To Get 100 Customers Or 100 Ways To Get 1 Customer= I always tell my clients that I would rather have 100 ways to get 1 customer than 1 way to get 100 customers.  The 100 ways to get 1 customer is far more dependable.  The other way leaves you susceptible to having your business wiped out… or dare I say legislated out of business.  Whole industries have been wiped out or created by the stroke of a pen.
    • Examples Of Destruction: 1) Telemarketing companies with the do not call list, 2) eMail and spam filters / regulation, 3) Fax Broadcast, and 4) Voice Broadcast.
    • Examples Of Creation: 1) Carter (I believe?) created the home brewing industry and 2) Reagan deregulated the airwaves giving us the Direct Response TV industry or infomercials.  You decide which is better…
    • What Decides Who Lives & Who Dies? = The government that’s who!  If you look those industries that get regulated are the ones that the government doesn’t get a taste of.  That’s what makes direct-mail so powerful!  The government gets a taste of every letter sent so they don’t regulate it!
  • The WORST Number In Any Business Is… 1!  If you are overly depending on any one thing in your business than you are vulnerable!
  • Spokes You Can Add To Your Wheel:
    • Just In PEPnet alone you’ve got resources for:

–       New Mover Mailings (Susan)

–       SMS & Mobile Marketing (Terri)

–       Appreciation Marketing (Sandy)

  • In The World Of Marketing There’s:

–       Local Marketing

–       eMail Marketing

–       SEO

–       Direct Mail

–       Social Media

–       YouTUBE

–       Cold Calling…

  • Good Marketing Works Regardless Of The Media = From my perspective there is no difference between marketing offline or online.  There isn’t social media marketing vs. Internet marketing.  They are one and the same.  What I practice is Direct Response Marketing over the air, or in print, or on the internet.  The principles of good marketing work wherever they are tried.
  • The Benefits Of Strengthening Your Wild West Wagon Wheel Are Numerous:
    • You’ll Be More Resistant To The Whims Of Government
    • You’ll Make More $$$
    • You Can End The Roller Coaster Effect
    • You’ll Be More Resistant To Changes In The Economy
    • You Will Think More Creatively

The Socratic Sales Method

“As for me, all I know is that I know nothing.” – Socrates

  • The Socratic Method = The Socratic Method, named after the classical Greek philosopher Socrates, is a form of inquiry and debate between individuals with opposing viewpoints based on asking and answering questions to stimulate critical thinking and to illuminate ideas. It is a dialectical method, often involving an oppositional discussion in which the defence of one point of view is pitted against the defence of another; one participant may lead another to contradict himself in some way, thus strengthening the inquirer’s own point.
  • The Socratic Method Of Sales = Taking the idea that we know nothing and applying that to sales means that we need to elicit information from a prospect so as to determine their motivations, their fears, their agendas.  We want to know as much as possible about our clients and prospects so that we can make the best sales presentation possible.  The best way to find these things out is to ask them!
  • 4 Benefits Of Asking Questions In Sales:
    • Makes You Look Smart = If you just close your mouth and listen, you will be amazed what people will tell you.  They think you are the greatest conversationalist ever if you ask fact finding questions and listen to what they have to say.  It really is that simple!
    • Uncover Objections = Discover what their objections really are.
    • Authority Figure = It places you in the driver seat and increase your perceived authority.
    • Drive The Conversation = Not good at questions?  Use good questions to ease the flow of a conversation.
  • People Never Say What They Mean = Throughout the sales process you should remember that people never say what they mean (i.e. date example).  It is an inherently adversarial process and you have to be careful to ask the right questions to get the right response.  Don’t take their word for it.  Be persistent.  Dig deeper.
  • Killer Sales Questions
    • Discovery Questions (Questions That Uncover Hidden Information):

–       What are your short and long term goals?

–       If I could wave a magic wand and fix 3 things in your business, what would they be?

–       What concerns do you have?

  • Project Questions (Questions About A Project):

–       How do you normally deal with these issues?

–       What obstacles can I expect to encounter as I move forward with this process?

–       What do you see as the greatest risks in making a purchasing decision?

  • Impact Questions (Discover Who Else Is Affected By The Decision):

–       Who else do you need to consult with before making a decision?

–       Who in your organization is affected most by this problem?

–       How does this issue personally affect you?

  • Deep Impact Questions (Takes Your Questions To A Whole Other Level):

–       How Is that?

–       What do you mean by that?

–       Can you help me understand?

  • Closing Questions (Make $$$):

–       What’s the cost of not taking action right now?

–       What happens if you don’t start doing X this year?

–       What could happen if this problem worsens by X% over the next quarter?

  • Soft Sell Questions (In Case You Don’t Want To Go For The Jugular):

–       What do you enjoy most about your business?

–       What is the one thing you would do with your business if you couldn’t fail?

–       What is the craziest / funniest experience you’ve ever had in your business?