Author Archive | Tony Eboha

As an marketing coach, which do you think would be easier: A: Taking someone who is earning $1,000 a month and showing them how to earn $10,000 a month, or B: Taking someone who is earning nothing online and showing them how to earn $500 a month

As you’ve probably guessed, the answer is “A”.

But why is that true?

Because someone who is already earning $1,000 a month likely has systems in place to earn money. They have a squeeze page and maybe a website, they have one or more products to promote and they have a means of driving traffic and a list they can contact.

Most of all, they KNOW that $10,000 a month is an attainable goal because they’re already earning $1,000 a month. They believe it can be done.

But the person who is currently earning nothing likely has no online marketing infrastructure in place. They probably don’t have a list or an audience and they might feel overwhelmed and unsure of what to do and how to do it.

More importantly, they’re not entirely convinced online marketing is even REAL – at least not for them. They don’t yet believe they can do it. They want to believe, but their doubts are so great that it’s easier for them to think online marketing works only for other people and never for them.

If you take someone who is earning $1,000 and show them how to earn $10,000, they will be happy. But if you take the person who is earning nothing and show them how to make $500 a month, they will think you are a SUPER STAR and they will love you for it.

And if by chance you are not yet earning anything online yourself, then let me ask you this: Do YOU believe you can earn a full-time income online? Because if you have doubts, it will be that much more difficult for you to find success.

One little notebook could be worth a million dollars to you. Or more. Here’s how…

Keep track of everything you do and especially all of your ideas. When you start something new, keep a running record of what you’re doing and how you’re doing it.

Two things will happen:

First, you’ll have more and more ideas, and better ideas, too. The simple act of writing ideas down drives your subconscious to create more ideas. Review your ideas weekly and find the gems. Test out the best ones, choose one and run with it. It could be a million-dollar business.

Second, teach others how to do that business. If you find an awesome new way to build an email list, build your own lists and then teach others to do the same. If you discover how to launch a product from start to finish in 3 days, teach others to do the same.

Keep your notebook with you at all times. Write in it when the mood strikes, and even when it doesn’t. Resort to an online journal only when necessary. There’s something about the brain and handwriting connection that inspires more creative thinking than simply tapping keys.

So, do you have your million dollar journal yet?

If not, get one and get started.

Your future self will thank you for it!

We talk a lot about storytelling in marketing, but what’s the meaning of it all? With one simple story – the right story – you can turn an unsuccessful business into a success, and a successful business into a behemoth of customers and sales.

Stories are 22 times more memorable than facts and figures alone. And our neural activity increases five times when listening to a story. Storytelling lights up the sensory cortex in the brain, allowing the listener to feel, hear, taste and even smell the story.

And because consumer attention is the ultimate commodity, it’s more important than ever to tell the right story.

Since the best stories are often not your own, Land Rover tells their customers’ stories. They find people who depend upon the Land Rover vehicle – such as a team of local transport drivers in the Himalayas – and share their remarkable stories.

IKEA uses puns and humor while sharing stories of how their products improve the private lives of their customers. They shared funny stories of how their products are used in the bedrooms and bathrooms of customers with tremendous success.

Sanlam Bank educated South Africans on the importance of saving money by filming the trials and tribulations of a young professional who got paid only in rand coins. These coins were worth about 7 cents in US dollars or .34 pounds sterling. Combining the story telling with valuable personal finance advice earned the video series 900,000 South African views on YouTube and generated 74 million media impressions.

Here’s how to get into the right mindset to uncover your own story. And guess what? It’s in the form of a story…

This guy is walking down the street when he falls in a hole. The walls are so steep he can’t get out. A doctor passes by and the guy shouts up, “Hey you, can you help me out?” The doctor writes a prescription, throws it down in the hole and moves on.

A priest comes along, and the guy shouts up, “Father, I’m down in this hole, can you help me out?” The priest writes out a prayer, throws it down in the hole and moves on.

Then a friend walks by. “Hey Joe, it’s me, can you help me out?” And the friend jumps in the hole. Our guy says, “Are you crazy? Now we’re both down here!” The friend says, “Yeah, but I’ve been down here before, and I know the way out.”

Be the friend to your customers. Jump in the hole with them. Let them know that you’ve been in that hole before, but you know the way out. Tell them your story, show them how it parallels their own story, and then show them the solution.

If you’ve followed me for any length of time, then you know I advocate testing everything to see what works rather than simply taking the advice of others. In fact, I tell my readers to test what I preach as well. Just because I say something works for me doesn’t necessarily mean it will work for you.

For example, let’s talk about bonuses – those things we’re all told to attach to offers to increase conversions. We sometimes spend as much time building bonuses as we do creating the product itself. But did you know that bonuses don’t always increase sales?

And that sometimes they can actually HURT your sales?

I’m not sure why that happens, but I can remember a time or two when I’ve been tempted to purchase a product and then noticed the bonuses. Inside I groaned… “You mean I have to download and read all that stuff, too?” It’s too much, and I close the page rather than make the purchase.

Bonuses can distract from the main product, dilute the main product’s value and even make the whole product package too big and too complicated.

Plus, bonuses sometimes cause confusion or point out a flaw in the product. “Why are they adding the bonus on getting traffic? Oh my gosh, that’s right, I’ll need to get traffic to make this work. How hard is it to get traffic? It must be difficult or they wouldn’t add that bonus. Forget it, I can’t do this…”

This is why the smart marketer tests out each bonus. Try making your offer with and without the bonuses and see what happens. If you have more than one bonus, you might also test having more or less of those bonuses until you find just the right combination or no bonuses at all, whichever converts the best.

And here’s a bonus for you: The next time you create a product, don’t assume you have to make a half dozen bonuses, too. Maybe you can save time and increase sales by simply offering your product as is. Now wouldn’t that be great?

The U.S. elections are over now, but the impact they had on many people still resonates strongly. Thinking I might like to revisit a U.S. show about the White House called ‘The West Wing’, I found it on Netflix and started binging.

The West Wing was a serial political drama series that ran from 1999 to 2006 and it enjoyed a large, enthusiastic audience.

The funny thing is, the #2 actor on the show, Rob Lowe, doesn’t appear in many of season 4’s episodes. And by season 5 he’s gone. Why did he leave?

It’s rumored that he was disappointed the network wouldn’t raise his salary. It seems the $75,000 per episode they were paying him wasn’t enough to hold his interest.

And if you think that was a lot of money… Years ago, Martin Sheen the lead actor was earning $300,000 per episode.

I bring this up for one reason: Are you possibly thinking too small?

I realize it’s good to have realistic goals that are achievable. But if your goal is, for example, another $1,000 per month, what would happen if you make a second goal to be earning $1,000 per week? And then $1,000 per day?

Odds are you are providing as much value to your customers as actors provide to their audience. In fact, if you are teaching new skills then you are providing more value than someone who merely entertains. You’re just not doing it at the same scale… yet.

Please realize that you are indeed worth more than you realize. Think of this as permission to raise your goals considerably, and take the action needed to get there.

I received an email the other day promoting contests, telling me how I can become a big winner if I know contesting secrets and so forth. Which is true, there really are methods to winning a lot of stuff through contests.

But here’s the weird part… the email was written by a guy in his early to mid-20’s and judging by the language he used, it was also targeted to that same demographic – 20 something males.

What guy in his 20’s is interested in spending hours a day entering contests to win appliances and gift certificates and what not?

I suspect the target audience for something like this is people over 40, most likely female, who have some time on their hands. You could write about how they can enter these contests while they’re standing in line, while on their commute (assuming they’re not driving) while they’re watching television and so forth. And I’d talk about the vacations they can win, the cash prizes, and yes, the gift certificates and appliances, too.

This 20 something marketer will start making more sales when he starts choosing products to promote that appeal to the type of audience he is attracting to his mailing list – 20 something males.

A marketer has to know his or her audience and know what they want, what fits into their lifestyle, and what will bring them the benefits they seek. Keep this top of mind when you are choosing products to promote, and how to promote them.

I’ll bet there is something that is holding you back from greatness in your online business… And if you eliminated this one thing, you’d get more accomplished in a week than you’re currently getting done in a month. And not only would you get more done, but you’d make more money, too. Maybe exponentially more…

I know, because I’ve experienced this myself. There was something holding me back, and at first I didn’t even realize what it was or why it was stopping me from earning as much as I wanted to make.

This thing is in your business, and while almost every online marketer has this same problem, the issue itself differs from one market to another. Goodness, that’s about as clear as mud, isn’t it?

Let me try to illustrate…

Imagine you have a giant hourglass filled with gold nuggets. Any nugget that falls to the bottom of the hourglass is yours to keep, and there is an unlimited supply of gold nuggets at the top.

But here’s the problem: Because an hourglass is skinny in the middle, the nuggets have a hard time falling to the bottom. In fact, those nuggets are continuously getting jammed in the middle, and when that happens, you’re not getting any gold nuggets at all.

The solution is obvious – eliminate the area that is slowing down the flow of gold nuggets. In the case of your business, identify and eliminate the bottleneck.

Let’s say you’re a whiz at creating content, making products and doing social media. But building landing pages, sales pages, websites and all of that is hard work for you. It can take you days or weeks to build a funnel.

There’s your bottleneck! Get a program such as Leadpages or ClickFunnels to allow you to quickly and easily build those pages and you’ve just eliminated your bottleneck.

Or maybe you’re an expert at building pages but you’re terrible at writing content. Hire someone to write content for you or find another way to get content such as curation or maybe recording your own videos.

Perhaps the only thing you do well is social media. Then the answer might be to do social media for other marketers, teaming up with them and even taking a percentage of profits.

The idea here is to determine what you’re good at, what you’re NOT good at, and then find a way to eliminate, outsource or expedite the thing(s) you’re not good at – your bottleneck.

In my case, I was great at creating content, getting product ideas, setting up JV’s and a host of other things, but I didn’t like the technical aspect of building websites, pages and so forth. When I found a way to make it easy for myself, I freed up an amazing amount of time and energy which I then used to focus on my strengths. And when I did that, I literally tripled my income, had more fun in my business and for the first time found the entire experience to be thoroughly enjoyable.

I’d removed the bottleneck, removed a lot of stress and frustration, and replaced it with many more opportunities to build my list, gain new JV partners and make more money.

Find your bottleneck and eliminate it so that you can concentrate on your strengths, and that hourglass of gold nuggets will be replaced by a firehose of income.

I want to clear something up right now. Too many aspiring online marketers have bought into this fairy tale that says all you need is ONE BIG hit and you’ll magically go from broke to six-figures. 95% of the time it just doesn’t work like that. Nor is your online income going to magically grow like “clockwork” on “auto-pilot” with “zero effort” or investments.

Have you heard the expression, “Two steps forward, one step back?” That’s how almost every business grows, including any and all forms of online marketing.

Building an online business isn’t like winning the lottery, nor is it a movie. You don’t get struck by lightning and fall into a pot of gold. Instead, you do an affiliate promotion that costs you $500 in advertising and makes you $400 in commissions.

This is where most people quit. “SEE?! ONLINE MARKETING DOESN’T WORK!”

Baloney.

You earned $400 in commission AND you learned something, too.

You use that new knowledge on your next promotion where you spend $500 again, but now you make $900. You repeat that for a while and you’re making pretty good money, all because you didn’t quit when you lost that initial $100.

Then you’re feeling pretty confident so you decide to expand your list with a solo ad that costs you $300, but you only earn $50.

Nuts!

But now you’ve got a bigger list, and you nurture that list and eventually over the course of weeks or months you earn an additional $2,000 from it.

Yeah!

Then you hire someone to create a product for you, and it’s a terrific product but no one wants it, and you lose $700.

Darn!

But you still have the product, so you break it up into pieces and use those as posts and free reports and combining that with social media you further build your list while promoting a related affiliate product and now you’re earning a cool $300 a week just from that while also watching your list grow.

Wow!

But you need to invest in a better website or software or whatever and there are expenses and so you’ve got to pay those and…

Do you see how this works?

Two steps forward and one step back.

The trick, therefore, is to simply keep moving forward no matter how many steps you take backwards.

If you graph out the growth of online businesses, you’ll find that 95% of the time the line goes up, dips down, goes up, dips down and so forth. But the downward dips don’t mean a thing as long as the overall trend is up.

And if you’re prepared for this and expecting that it won’t be all smooth sailing and that you will have setbacks small and large, then you’ll know enough to weather those setbacks and keep plugging away.

You’ll be far less afraid, too, knowing that it’s normal to have these setbacks. And in my experience, it’s much easier to work when you’re not terrified that your income will suddenly dry up if you make one wrong move.

The vast majority of online marketers experience a series of small successes and small failures, too. They go hand in hand, and that’s okay. Just make sure you either have more successes than failures, or that your successes are bigger than your failures and you keep moving forward.

Really, that’s the only ‘trick’ to online marketing.

I know a marketer who subscribes to a PLR membership. He gets good stuff, usually video courses that are quite extensive. When he finds a course he likes, he renames it and gets new graphics for it so it looks like it’s his.

So far so normal, right?

But this is where it gets good. Instead of just selling it like you would any other course, he offers it as a personal mentoring course that lasts for 30 or 45 days. And he sells it for $297 to $497, depending on the contents of the course and the duration he chooses for the course length.

Then he simply makes himself available via email and twice a week via Skype to answer any questions. Of course he makes sure he knows the topic well, but anyone who’s been marketing for any length of time will know the basics well enough to do this.

He also limits the number of people who can join to somewhere between 10 and 25, depending again on the course. This creates urgency, and it’s not uncommon for him to completely fill a class. But even if he only sold a couple of mentoring courses, he would still be plenty in profit since his monthly membership is only $49.

The real work is done by the students as they progress through the course. He just answers questions. It’s a great deal for both him and the students, since they are learning by doing and they have someone to go to with questions. And he doesn’t put in much work to make the profit he gets.

If you’ve got a decent amount of Internet Marketing experience yourself, you may consider this for an additional income stream.

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