LANDING SEMINAR ATTENDEES
Choosing Companies to Target
The market is wide open and purely up to your preference and experience. For instance, if you used to be in real estate, you’ll naturally want to consider doing a seminar particularly for real estate agents and brokers.
Or you can target local companies or have no industry or geographical focus whatsoever.
TIP FOR INDUSTRY-SPECIFIC SEMINARS
“Are you worried that your competition is sitting here in this room with you? Well don’t.
If you want to target a specific industry or geography, consider:
• The city you went to college in :
You can likely host it for free at the campus – if they’re hesitant, offer their faculty free seats and a private consultation
• The city you grew up in :
Host the seminar at your high school’s auditorium for free
• Any city with a college or university that will lend out a room or hall
And perhaps mail their alumni on your behalf for a % of profits
• An industry you used to work in, no matter how briefly
If you have contacts or knowledge to help you apply the seminar’s content
particularly to this industry, it’s a slam dunk!
• An industry particularly booming or crashing
– Real Estate (crashing)
– Pharmaceuticals (always booming)
– Spirituality & Natural Medicine (currently booming)
– Green & Eco Conscious Companies (or companies pushing ecoconscious or green campaigns – currently booming)
• Industries that can rake in the cash if marketed properly online
In our experience, such industries need internet marketing, assign large budgets to it, and stand to make a LOT of money:
– Luxury Services like Limousine Companies, Luxury Car Rental, Yacht Rental, Concierge Services
– Lifestyle Niche: Elite (High Income & Beauty) Dating, Lifestyle
Adventure Programs (Very expensive travel adventure companies),
– Plastic Surgeons & High-End Doctors
– Companies that have just secured Round 1 or Round 2 financing. See if you can find portfolios of Venture Capitalists to find out who they’re funding
– Better yet, PARTNER with a Venture Capitalist to handle the
marketing for the companies they invest in. They will love being able to leverage a marketing resource they can count on and they control the budget. This is an untapped Gold Mine.
• Service Professionals & Companies
– Therapists & Psychologists
– Carpet Cleaners (Joe Polish has a multi-million dollar marketing
empire helping carpet cleaners market themselves)
– Massage Therapists
– Restaurants, Coffee Shop
– Laser Hair Removal Boutiques
– Doctors & Dentists
• Offline Industries That Match Hot Online Niches
– Dermatologists (acne and anti-aging niches)
– Retirement Plans, Retirement Homes, etc. (babyboomer niche)
– Weight Loss Clinics or Private Gyms (local search gives you a lot of profitable keywords and social media can easily dominate local search terms)
Nearly Fail-Proof Script & Step-by-Step Process :
We say “nearly” because there’s no way to know for sure. But we’ve yet to not close a client or attendee using this genius method. And best of all, there’s not a BIT of selling involved.
|NOTE: We find that this method inspires many would-be attendees to ask us to just handle their marketing right off the bat. DON’T DISCOURAGE THIS!|
We’ll explain how to handle this in detail later, but if you don’t want to accept clients
personally, you can pass them on to us at email@example.com and we’ll be sure to
shoot you over a recurring commission on all work completed
Also, if you end up prospecting a company that doesn’t have a website, simply alter the
following process to concentrate the Competitive Analysis solely on their top competitors and
discuss how they could create a powerful competing website.
Step 1. Make Initial Phone Call
Before you call on a prospect, make note of two competitors for each company. To do this,
bring the prospect’s website up in your browser (if they don’t have a website, don’t worry
about this step and simply alter the following script to ask the prospect who the two
companies are that they’d love to beat the pants off of online).
While viewing their website, click “View” in the top browser menu and then “View Source
This is how we find out what keywords a website is trying to rank for.
You’ll see a bunch of HTML code, but towards the top, you’ll see:
<meta name=”keywords” content=”….”>
The words that appear after content=” is what you want to make note of.
Then search one or two of the main terms in Google. (Use your best judgement on this. For
instance, if you’re targeting a real estate agent in Los Angeles, their main keyword is
probably “real estate los angeles” and not “Janet Smith real estate.”
Record the #1 and #2 results for your search – the competitor’s name and their website.
Take a peek at each company’s website so you have an idea how it looks. Make note of the
competitor that doesn’t look like they’re as good/professional/marketable as your prospect
(look at other listings on the front page if the first two are really top notch companies).
You’ll mention this “Not so Stellar Competitor” and their #1 or #2 Competitor during your
The more familiar you are with at least one of these competitors, the better your call will go.
It’s an infallible truth that people are more motivated by what they stand to lose (and who
they stand to conquer) than by what they can gain. By leveraging the success of their
competitor against the prospect’s fear of losing business to someone else, you’ll easily
persuade them to want to see a competitive analysis that will show them how to beat out the
competitor (and a specific competitor is always more effective than generic “competitors”).
Script For Initial Phone Call
“Hi, my name is [NAME]. I came across your website today while researching
I have to be honest and say that compared to [NOT SO STELLAR
So I don’t want to take up any of your time – I’m just calling to ask your
More importantly, I have reverse engineered your top competitors’ sites,
I’ve already completed a lot of the research and, again, like I said, as a
[WAIT FOR RESPONSE]
I just need your email address and once I dig a bit deeper into your site, I’ll
[IF THEY ASK, REASSURE THEM THAT IT’S FREE, NO STRINGS ATTACHED. BUT
If they ask you why you’d do all this work for free, reiterate that you take pride in who you
work with and you were impressed with their site and their offerings (make sure you mean
it!). Then dangle this carrot:
|“Besides, once you see the data i dug up on [COMPETITOR] and how they’re|
getting their current online sales, you’ll see why I’m interested in helping
Once you have their email address, add one last thing:
|“Oh yeah, and what is the one thing about online marketing that most|
interests you? What do you want to know more about?”
When they answer, figure out which lead generation document best fits that interest and say:
|“Alright. Well expect a little extra something with my competitive analysis. I|
appreciate your time! I’ll be in touch by email soon.”
Then hop off the phone.
Step 2. Create Competitive Analysis Document
Use our Competitive Analysis Template. You can also review our Competitive Analysis
You’ll be filling it in with data on:
– Your Prospect
– Their Top Competitor (the one with the most #1 rankings for their targeted
– Their Most Beatable, but Threatening Competitor (perhaps someone who gets
more traffic than they do, but who can easily be overtaken).
You’ll use the following websites to gather your data:
Refer to the Competitive Analysis Template for further instructions.
Step 3. Deliver Analysis + Bonus, Follow Up :
Email your analysis, and don’t forget to attach the appropriate Lead Generation document as
an extra surprise. For example, if they said they’re interested in SEO or getting more traffic,
send the “Why Businesses Fear SEO” Whitepaper.
Here’s an example email:
Hi [PROSPECT’S NAME],
I also threw in one of our whitepapers/special reports on [SUBJECT].
As you’ll see at the end of the Competitive Analysis, I have some questions I’d love to ask
I can phone you later today around [TIME AT LEAST TWO HOURS FROM NOW] or tomorrow at
All my best,
Keep on top of them every other day or so until you get them on the phone. Typically, they’ll
be in just as much of a hurry to talk to you as you are to talk to them. You may also consider
just calling them after you send off the email to set up a time to go over the analysis.
Or consider scheduling the follow up phone call during your initial conversation and don’t
send the competitive analysis until right before the follow up call. That way you both can go
over it together for the first time.
Step 4. Follow Up Phone Call, Discuss Competitive Analysis
This will be the easiest consultation you’ve ever done. All you have to do is go over the data
you’ve collected and explain what it means and why it’s important, according to our
explanations within the Competitive Analysis Template and Example documents.
Then, when you’re done, you just ask each question listed at the end of the Analysis!
Their answers will give you all the ammo you need to nail down the sale.
At this point, they will likely want to hire you and will ask for a proposal. Or they’ll ask you
If They Want to Hire You
Say, “well look, what would you consider your budget is right now?”
Whatever they say, respond:
|Well our client campaigns run between $10,000 and $50,000 per month.|
We’re aggressive and we get results, but the first step before driving a boat
load of traffic to your site is making sure that it converts that traffic into
Your website, like I said when I first spoke to you, has enormous potential.
But some tweaks will need to be made. I think you can make a lot of these
tweaks yourself with some guidance. Then you can track the results and
when the conversions are high enough, we can look at a solid campaign for
ramping up your traffic.
So what I recommend is that we sit down with you and tell you, step for step,
what will get your website up to five star caliber. We’ll be hosting a one-day
intensive training here on [DATE] for a handful of companies. I’ll email you
over a brochure outlining what the training covers and how to reserve your
For attendees, the cost is $1497. But since I approached you and we’re very
interested in working with you down the road, I can give you a discount of
$500. That’s $997.
And trust me. We used to consult with each client one-on-one and then
handle the actual implementation ourselves. But we found this was time
consuming and far too expensive for our clients. You want to spend the bulk
of your budget on immediate profit-generating campaigns, not tweaking copy
and website layout.
But, that preparatory work is still vital to later ROI (return on investment). So
we’ve found this is the best way to proceed:
We train you on the nuts and bolts of internet marketing and what you and
your website absolutely must do to ensure profitable online campaigns.
Then, using our step-by-step guides, you implement what we teach you over
the next month or so. This should immediately increase your website’s
conversions and hence profits. It will also ensure that when we start driving
traffic to you, your website turns that traffic into sales.
At that point, we can sit down and figure out a marketing campaign that will
work best for you.
What do you think?”
Handle their response. If they seem reluctant, tell them:
|Hey it’s fine. I’m not asking you to make a decision right now. We want to|
make sure you do what feels best. Let me go ahead and shoot you over the
details for our training so you can see the black and white in front of you.
Then let me know if you have any questions.
I think we have 5 slots left for this training. I’ll let you know if seating gets
If they’re interested, get their information over the phone (if you have a merchant account
where you can input payment data). Otherwise, email them a link to your purchase page (use
paypal.com or paydotcom.com).