MDL2-QA-Call2-Part2of2.pdf

MDL 2.0 Roadmap

Notes

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Live Q&A Call Recording #2 of 5

Audio Transcript Part 2 of 2

Thomas: Bob, the one question that I have is one of my

warmest prospects is a little bit squirrely. He owns multiple

businesses and what I'm mainly concerned with if I go in

there and I pitch them the licensing deal is what's really to

prevent the guy from learning the secret sauce and just

replicating it without me on the back end for his other

businesses? Especially if I don't know what those other

businesses are.

Bob: Well, I covered this a little bit on the prior call,

but first of all, you have a contract in place.

Thomas: Right.

Bob: Most people are honest, and they're not going to

take advantage of you. If you're on his list, which you

should be, he's probably mailing all his offers to all his lists,

so you would know if he's using it. You can then approach

him and say, hey, we have a written agreement you're using

this, you need to compensate me. If he says Oh, forget you.

I'm not compensating you. Well, all you have to do is call

any attorney who understands contract law. And they use

treble damages. And they'll take the case on contingency for

you for free.

But I've never had that happen in my business. And I've

never had an MDL user report that happening. So, first of all

most people are honest and as long as you're making the

money, they're actually going to come to you. And I think

somebody on the last call spoke about that, they already did

their first deal. The first thing the client said is, what else can

you do for me?

The other thing is, once the deal starts to work, once the

campaign is out and it's starting to work, at that point I tell

them, hey, by the way, this thing's going great. When it's

done, and we've had some time to relax, I've got two or three

more ideas for you that I think will make you a lot of money.

And that's when you're going to bring in the other

Big Profits from Small Efforts Roadmap

MDL 2.0 Roadmap

Notes

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campaigns, but you're never going to tell them about those

other campaigns. You only want to sell one thing at once

because you'll kill the deal if you try to talk about multiple

campaigns.

But when you dangle that carrot in front of them of other

things coming, it also helps to keep them honest, because if

they're thinking about cheating you, they then have to think,

why would I do this if Thomas has done so well for me and

he's got a couple more things, I can do two or three times as

well, why would I cheat him just to make a little extra

money. So, between those two mechanisms, I personally

have never been cheated and we don't have any reports of

any of the buyers. Which is, you know, over a thousand

people now ever having e-mailed or called and said, hey can

you help me, I'm being cheated, what do I do.

Thomas: Another question I have for you, if you do

require a copywriter for a campaign like to write a white

paper or some other marketing piece, whom typically eats

the expense of that? Would it be us or would it be the client?

Bob: Why would you need that?

Thomas: Say, for example, I don't want to write the

white paper and nor does the client.

Bob: What white paper?

Thomas: In other words, like the free you know, the

free gift for acting now.

Glenn: This is back from the fast start menu.

Bob: Yes, you’re talking about the fast start, and we

don't do that anymore in 2.0. That's been eliminated.

Thomas: So you're not even, you're not even going to

use that enhancement?

Bob: No, when we get to P-C-R, you'll see that we've

replaced that. So, that was a good question. In the old days,

the answer is the customer page worked but we don't do that

anymore. And, the reason we don't is not a whim but we

tested for a number of years both with or without the extra

Big Profits from Small Efforts Roadmap

MDL 2.0 Roadmap

Notes

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bonus and the bonus didn't make any difference. The real

element that makes the difference is what I covered in the

lesson. If you remember I talked about Reason Why

Marketing?

And Reason Why Marketing is very simple. So, when a

company goes out and they make a sale, or they create a

sale, like a holiday sale or a discount sale, there's no reason

for that sale. It's transparent that it's just a sale, but when you

have a reason attached to it, and that reason can be

something as simple as, hey I wanted to take the time to

thank you for your support. It's a very powerful

psychological trigger.

I'm going to go off on a tangent just for a second, but

there's a book called Influence: The Psychology of

Persuasion by Dr. Robert Cialdini, and he did decades of

studies that proved that when you tie an offer to a reason,

and it doesn't even matter what the reason is, that you're

going to increase the effectiveness of that offer by 60 - 70%.

That's what makes the letter work. And so, we found that the

bonus didn’t make any difference. When we split test 50-50

over a year, we found there was no difference between the

people who, the number of people who bought the offer with

the bonus or without it, it was always the reason that drove

the sale so we removed that.

Thomas: So are your own personal licensing campaigns

all MDL 2.0 from this point and forth, or do you still revert

back to some of your older campaigns.

Bob: No, I'm not using any of the old stuff anymore.

Thomas: Well, very good. Excellent. Well, thank you

Bob, that's all.

Bob: Hi Adam.

Adam: Hi Bob, thanks for taking my call and I have a

couple of, a bunch of short, specific questions about the

campaign. I'm going to go with the restaurant owner, it’s a

medium restaurant, and he's collected things like on a card,

you know with the table. There's a card they fill out and I

think the only marketing he's ever done is just send people a

birthday, you know, a discount birthday thing.

Big Profits from Small Efforts Roadmap

MDL 2.0 Roadmap

Notes

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Bob: Yes. Sounds familiar.

Adam: Just to clarify again, let's say he has a list of

10,000. I'm just going to take the first 20% for free, but I'm

still going to make a commission on the profits produced by

the test of the first 20%, right?

Bob: No. The first 20% you're doing the whole thing for

free.

Adam: Ok. And then the remaining portion of his list I

don't take the retainer but I get the 20% of the profit we

boost.

Bob: Exactly, exactly because the whole thing here is

when you're first starting out. I mean really the road map

approach is really simple. All it is, you're going to take a

success and you're going to use that to create another success

and another and another. And once you've got a whole big

cluster of these, you then have so much momentum that it

creates a snowball effect, or what I call the domino line

dropping where you just keep getting more and more

business.

In fact, after a while the business comes to you because

they've heard about your successes. So, the reason you do

the first one for free in any niche market is simply to get that

success story that you can use, and then things really pick

up. But at the same time, if somebody has a big enough list,

there's no reason to do the whole thing for free. You still get

the same benefit and they get the same benefit of being able

to test it at no cost. So, they look at it and it makes perfect

sense. Well, this is great. Okay, we can do a quick test, it

costs me nothing, I'll know if it works or not.

And also, particularly if somebody is doing a physical

mailing, it makes sense to test a much smaller segment

anyway. Because, let’s say it costs roughly a dollar per piece

to mail by the time you print it and have a stamp on it. Well,

if they are mailing a 1,000, then their only risk is $1,000

dollars. If they're mailing all 10,000 of them they may balk

at the idea of putting up even $10,000 to test something.

Big Profits from Small Efforts Roadmap

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