Intro by Donna Knight
This is an article from controversial internet marketer Jo Han Mok. His copywriting style is a lot like Gary Halbert’s. It’s raw, tough-talking and sometimes funny. If you’ve been in internet marketing circles long enough, you’ll recognize the clowns he’s talking about. Don’t let his somewhat offensive manner of speaking keep you from taking his main message to heart though. He’s right. The most successful people online (and off) really do exhibit the behavior he mentions. The clowns may seem successful for a little while then they suddenly disappear, never to be heard from again. For more information, read on:
>From the desk of Jo Han Mok
9/13/2005
MEMO: Sales Avalanche
Hi Donna,
I think you’ll find today’s email rather interesting.
You see…
I often get lots of subscribers asking me how it is
possible for me to consistently get such startling
reponse rates.
This is usually the case after they have done some JV
with a supposed big name marketer claiming to have a
billion people on his opt in list, and the clown pulls
in only 3 sales.
SO the big question is, how do you not fall into the
trap of becoming a ‘clown’ like our friend above?
Here are a few pointers.
Power Pointer #1: It’s NOT the size
Despite what women say, size has nothing to do with
it. I don’t care how many people you have on your
list. I rather have a list of a 1000 people who have
spent at least $97 than a list of 3 billion people who
have not spent a dime with me.
Power Pointer #2: Give MORE value
Majority of Internet Marketers fall into this
category. Every email is a pitch. Buy this, then buy
that. Let me promote anything under the sun. Doesn’t
matter if it’s garbage, as long as I get my
commissions. It’s easy to tell when a marketer is
desperate. Usually you’ll get a flurry of emails that
will telegraph something like “Hey you know I sent you
an email yesterday to buy widget X. Guess what? Here’s
widget Y and it’s better than Widget X”
It’s everything or anything. Some thrashy fire sale,
some crap software, the newest niche formula, blah
blah.
Leave this to the amateurs. Probably aside from
sending emails to their list, they have no other means
of making dough online.
Don’t, for the love of mother mary fall into this
trap.
I’ve been there and done that when I started out. The
money is crap.
If you wanna squeeze MAXIMUM profits from your list,
you gotta give. Give more, and learn to ‘hold out’
from all that pitching.
If you’re skeptical try it. Give nothing but your very
best content for 4 weeks straight and throw in a pitch
on the 5th, see what happens.
Most probbaly, people will already be BEGGING you to
sell them something in the 3rd week.
Power Pointer #3: Focus
If you want to make the most number of sales you
possibly can, do it the PRO way and focus.
Concentrate on ONE product, and have a CONGRUENT
message.
Marketing bozos on the other hand will have a ‘buffet
spread’ of 72 hour specials alongside with an exlusive
‘buy my ebook and you get my mother as well’ type of
offer.
When people are confused, they DOn’T buy.
If you get a poor response intially, try to ‘tweak’
your offer and your marketing mechanisms and see what
happens.
Very often, it could be due to one or more variables
that you can ‘fix’. For instance, it could be the
‘look’ of the piece, the ‘qualifiers’ in the copy, the
price point yada yada. It could be anything, but
unless you test and monitor your results, you wouldn’t
know.
And last but not least, don’t imitate.
DARE to be different.
If you have your own unique spin on things, do it.
Screw those who don’t like you, and go with your
heart.
You can stand your ground and you don’t need anyone
else’s permission.
I’ll give you an example.
Most ‘bozo’ marketers online are followers.
They see a ‘fire sale’, they come up with a ‘fire
sale’.
They see a ‘source code blowout’, they come up with a
‘blowout’.
They see a ‘Private lable package’, they come up with
a ‘Private Label Package’.
They see a ‘Content Publishing system’, they come up
with a ‘Content Publishing System’.
Yet if you look at them and ask yourself what they
‘REALLY’ do, there’s only one answer. They’re anything
and everything that makes money.
That’s cool, but where’s your business longevity?
Where’s your ‘identity’?
Where’s your ‘brand’?
How are people EVER gonna relate to you?
I hope all this is making sense to you.
It’s a long email laced with sarcasm and some dark
humor but I’ve been keeping this stuff to myself for
far too long.
Time for you to know, and if you dig what I had to
say, do every marketer on this planet a favor and
forward it to any other marketers you know.
The ‘little guy’ CAN succeed!
Jo Han Mok
Midas Touch Marketing
P.s. Don’t take my word for it though. Just look
through the emails you get in your inbox and see
if what I said is true.
P.P.S. You have full permission to reprint this
article as long as you credit it to me ok? : – )