Marlon's Marketing Minute
Vol. 5, #24, June 5, 2010

Overview of This Week's Issue:

Hello,

Marlon here.

This week's article: How To Win In Any Market With Any
Product Or Service -- On Demand

Take any target audience. Any product. Any service.

Once you understand what's in today's issue, you can go in an win, sell successfully vs. the alternatives and even dominate.

THE WINNERS of my affiliate contest:

Props to all of you. Connie Ragen Green won hands down and no one else was close. Connie, you're a go-getter.

Thanks to all of you for your sales efforts. I have great commission opportunities in the works for you.

I'm looking for a few people who will step up to bat as my affiliates. I'm willing to give you recognition and reward you very well.

Best Wishes,

Marlon Sanders

P.S. Want to know if I'm real?

I have at least 100 FRESH, new comments and testimonials here:

http://www.marlonsanders.com/testimonials

People tell me, "I'm so confused, I don't know who to believe." Alright, go read dozens and dozens and dozens of comments. You tell me.

A. Sponsor Advertisement

Last Chance To Grab The 6 Week Round Table Before I Start Yanking Out Bonuses

I'm going to start yanking bonsues shortly. Also, the sales letter is NEWLY UPDATED with tons of comments and testimonials.

Check it out if you haven't looked at it in a few days.

=============================
B. Announcements from Marlon
=============================

1. Do NOT email us for customer support

Do NOT email us for customer support. We are anxious to
serve you at: http://www.getyoursupport.com
Get Customer Support Here

We have LIVE CHAT to serve you better. Most people in this
business skimp on this. I don't. Tim is an award winning
customer service person.

2. Did you buy Big Course or Cash Like Clockwork?

These products are ONLY digitally delivered. Tim says I need
to make sure you know this. The tabbed interface to access the
products is quite elegant if you ask me and the ultimate in
convenience.

3. Quick Start For Writer's Secret Implementation Videos
available for purchase SEPARATE from "The Writer's Secret"

Lisa put sweat, blood and tears into covering all the crucial
details in these videos. You can see the videos at:
http://www.quickiestart.com

4. Ateam webinars

Good things are coming. I've just been bogged down in this
darned Traffic Dashboard which is taking forever to research
and complete. But it'll be 100% worth it for you.

^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^

C. Main Article: How To Win In Any Market With Any
Product Or Service -- On Demand

^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^

I call it the V.P.

And if you add it to your emails, podcasts, sales letters, Facebook fan pages, webinars or teleseminars, you'll immediately get more sales.

No bull.

Yet, shockingly enough

1. What is a VP and What Will It Do For You?

VP stands for Value Proposition.

It's the set of superior experiences you give your buyers vs. the set of experiences that they get when they give money to someone else. You deliver these experiences in a set time frame to an intended buyer.

It's your value proposition to your customer of the experiences they get from your product or service in exchange for their money.

I compare it to buying a car. You really aren't JUST buying a car. You're buying the EXPERIENCE of the car which includes the gas mileage you get or don't get, how the paint job looks and lasts, how quickly and easily the car is maitenanced, whether or not you know HOW to use the bells and whistles you have on the car, how much you get when you go to trade it in and so forth.

It'd be kinda cool if your car came with a DVD that was made specifically for that car and it showed you little idiosyncracies about how the car operates, the straight scoop on your tires and proper inflation, what you can expect on gas mileage and how to know when you're getting sub-par performance, how to take best care of the paint job -- and so forth. All without the usual b.s. that tries to generate business for the service center that really isn't needed!

If someone ACTUALLY understood that you don't buy a car but the experience of the car, they'd personally walk you through the little nuances of the car after you buy. They'd have full color postcards of you with the car you could send to friends, and much more.

Maybe they'd have a newsletter that would go out to buyers monthly with info specifically on that car, kinda like online forums for the different kinds of cars.

One more example: When you eat at a restaurant, you aren't just buying food. What about the SMELL in the parking lot BEFORE you even get INTO the restaurant? What about how easy or hard it is to park? What about the SMELL of the restuaurant when they clean the tables with that gross spray that you get a whiff of when you're eating?

You buy a set of EXPERIENCES, NOT just a product or service.

What it means to YOU is that by using it:

a. You'll sell more because you'll communicate a clear benefit to your customers.

b. You'll be able to go into ANY market and create a Value Proposition that sells.

I don't CARE what the market is, what the category of product or service is.

Once you understand the Value Proposition you can take ANY category of product or service, in ANY market, and create a WINNING value proposition that will get you sales and build the basis for long term wealth accumulation and a successful, evergreen business.

How much is it worth if you could learn how to do that?

That's the guts of MY value proposition.

2. Why Understanding The Value Proposition Is Absolutely Critical To Your Sales In 2010

Who cares?

Well, your business rightly understand IS a Value Proposition. You don't sell products or services, you sell Value Propositions.

And that little distinction makes an enormously huge difference in how you run your business.

Here's the absolutely critical difference:

If you focus on selling "products," then you put the product out there once and that's it. You have your product out there. Now you promote it. That's the way I viewed the process for many years.

But there's a fundamental shift when you change to the Value Proposition mindset.

You focus on the EXPERIENCE the customer GETS vs. the product you sell. And that change in focus means everything.

I'll use a personal example.

A number of years ago I came out with my Push Button Letters software that created an entire genre of sales letter generation software.

However, I viewed that as a PRODUCT and not a superior set of experiences. So when all the competitive products, knockoffs, imitators, riffs, variations and so forth hit the market, I didn't respond.

Why? Because I saw myself as selling a product.

However, if you're committed to providing a superior set of experiences to your intended buyer within a time frame, then you view a product as a fluid set of experiences, NOT something you just put out there and sell.

In other words, you keep changing the set of experiences to KEEP it superior.

3. How to Change Your Headlines and Leads Based On Your Value Proposition.

This changes EVERYTHING about how you create products, promote them, and update them.

And it changes how you view a business. A business is a system that delivers a set of superior experiences to customers in different areas.

I'll give an example with Push Button Letters.

At the time I'm writing this ezine, my headline still has my initial premise which was: Fill in the blanks, click a button and out pops a sales letter.

You can see that headline at http://www.pushbuttonletters.com.

Now, the PROBLEM with that headline is does is COMMUNICATE a superior set of experiences in the genre of sales letter generation software that will occur for a specific set of customers in a time frame?

No. It doesn't.

How could I improve on it?

I write different versions of the letter to different sets of intended customers. For example:

New Software Writes WSO Pitches Just By Filling In The Blanks

That's a decent start. The PROBLEM with it is you have a TON of fill-in-the-blanks software programs now. So it's my job to show potential buyers how MY software provides a superior set of experiences.

As a result, I'll recraft the above headline and value proposition and quite possibly change, enhance or re-recreate the product.

And THAT is why the Value Proposition is so critical. You CHANGE your product to DELIVER on the Value Proposition. And then you KEEP changing your product to keep the experience superior.

That's a major shift in mental mindset, in how products and services are created and delivered.

Example #2: My 6 Week Round Table

In my new 6 week class, I'm teaching Value Propositions. And showing how to use them to create new super powered sales presentations of all kinds, revolutionize the way you create products and even HOW you get traffic to your site.

Because the traffic to your site is NOT about raw visitors. It's about how many INTENDED buyers do you get to read, view or listen to your Value Proposition message?

Now, my Value Proposition for the class is something like this:

Time frame: 6 weeks

Intended customer: Newbies and Intermediate info product sellers who are on my list age 35+

Where else will the intended customer learn state-of-the-art pitching, the latest in product creation, the most recent things that are working to get traffic and a gameplan to go to 50 g's in sales -- all in 6 weeks for a price less than one month of some coaching programs?

Superior Experiences:

1. In the 6 week window of time, no other learning opportunity for info product sellers at my price point will deliver anything remotely resembling as much practical, usable value.

2. The Art of Pitching session will give the latest technology on selling that allows my buyers to outsell others in any market on demand. In other words, it's about how to communicate your Value Proposition instead of the traditional sales pitch based on the 12-step formula I invented years ago that virtually everyone teaches now.

Any 12-steppers competing against my new Value Proposition formula folks will get beaten.

3. The product creation session will show how to think about your business in terms of Value Propositions instead of products, so you always provide superior experiences to customers which is the #1 key to an evergreen business that gives you money over time vs. here today, gone tomorrow.

4. The traffic session will show how to specifically attract intended buyers NOT just random trafffic.

This is a total re-thinking and re-tooling of how you get visitors to a web site, what site you get them to and what you do with them once they get there.

5. How to go from scratch to 50 G's by creating one or more winning Value Propositions.

6. The outsourcing information will contain the most practical, experience-based advice on the topic for info product sellers.

All terms will defined for newbies and numerous examples will be given that are outside of the Internet marketing arena.

I'll be using elements of a fast-learning method developed during War times for soldiers that should result in people being able to use the methods easier and faster.

My credibility is established by dozens and dozens and dozens of comments and testimonials:

http://www.marlonsanders.com/testimonials

The 6 weeks will NOT:

* Promise to build your entire business within 6 weeks

* Hold you accountable.

* Give you specific critiques

* Promise to make you money overnight

* Give you one specific gimmick because it's my feeling overall that the value is in learning the process, not a gimmick that can break overnight.

You can read the sales letter here. You'll see that I did a decent job of explaining some of the above points and others were left out.

http://www.marlonsanders.com/roundtable

Is it compelling to you? Why or why not? There's a great deal to learn about your OWN Value Proposition communication here.

4. How to Analyze a Value Proposition And Create Yours

The above is my Value Proposition for my 6 week class. Assuming you are my intended customer meaning you sell info products and are newbie or intermediate, you either see and feel the value in that proposition or you don't.

If you don't, it means I missed an element in my Value Proposition and I'd be grateful if you post on my blog and tell me for you what is missing.

You can post to: http://www.marlonsnews.com

Now, I don't think my above articulation is perfect. I'm competing against people promising that you will earn $X speficic amount of dollars in Y time frame doing one thing that sounds incredibly simple, easy and non-time consuming.

My Value Proposition is probably less compelling than that. I've been working on different ways to compete against that.

The TRUTH is that typically the money you spend on one specific technique that gets you money in a time frame usually doesn't pan out and is money just flushed down the toilet.

There are exceptions to that rule. And I certainly like learning specific methods. There can be value in them.

Still, the basic choice is:

Do you want something that actually works long term over time vs. something that sounds simple and easy but probably won't work?

That's the choice.

It's up to me as a communicator of my Value Proposition to find a way to state that and drive it home in such a way that it resonates with my intended customers.

Think about it: Would you rather have something that sounds easy but won't pan out in all probability or something that sounds less good or less easy but actually works over time?

What I KNOW is the that the one model STILL working and not "broken" after all these years is creating and selling info products.

I know that you can't pitch using only the 12-step formula I invented anymore. Everybody uses it. You have to trump it. And the way to do that is via Value Propositions.

I know that the traffic Game has changed, especially for affiliate programs. And new modifications have to be made. And it's a big shift in mindset to go after intended customers NOT traffic (what I call eyeballs) in general.

How This Applies To YOU!

Now, enough about what I'm doing. How does this apply to you?

The FIRST thing you do is map out the alternatives people have to buying YOUR product or service.

You think about the set of experiences the customer gets.

And you map out how YOU provide a superior set of experiences. Your set of experiences INCLUDES things people have to get, buy or use in order to get your intended experiences.

For example, in my business, that includes autoresponders and shopping carts. Which is why part of my Value Proposition is I offer free/cheap resources for people on a shoestring in addition to paid resources for power users.

What about you? When people buy from you, what else do they need?

Earlier I gave you the car and restaurant examples.

It's time to think about the business you have or want to have, the products you have or plan to have, the market you're going into or are already in.

What set of experiences would be SUPERIOR to your intended customer than the alternatives?

Once you define that and communicate it successfully, you're on your way to long term business success and potentially serious wealth accumulation.

And that's a LOT different from buying the next gimmick of the week that sounds hot and exciting.

Best wishes,

Marlon Sanders

Marlon Sanders is the author of "The Amazing Formula That
Sells Products Like Crazy and the KING of Step-By-Step
Internet Marketing."

To get on his killer ezine list, to get cheat sheets and all kinds
of other goodies every Saturday and during the week, to get simple,
to-the-point Internet marketing know that works real world without
all the hype, go to: http://www.marlonsnews.com and subscribe

Check out all my products here:

http://www.getyourprofits.com

(SIGN UP AS A RESELLER, put YOUR reseller URL and ID where
the above link is, post this on your web site and make some
dough for spreading a killer guide everyone will want to
read.)

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REPRINT RIGHTS: You have permission to use the above
article without omission and including the resource box.
You have the right to insert your reseller URL for any
products I mention

=========================
D. Resources you can use
=========================

(If you want to post this ENTIRE ezine, you can replace the
following links with your RESELLER links. Get your links
at http://www.getyourprofits.com)

1. After 8 years, thousands of customer emails, thousands of
buyers in virtually every major city in the world (and
many you haven't heard of), 13 web site designs, 4 product
designs, after ebook and CD versions, after endorsements
from major marketers the world over, after hundreds of
marketers and products have come and gone, after attacks
by the world's most notorious criminals, after attempts to
put it under, there is ONE product that remains and stands
tall. There is one product that is stable.
Internet Marketing Ebook

2. Newbie Fast Start Help Kit

The Marketing Diary: Me teaching Matt daily all the
details of the Amazing Formula and Gimme system. This
contains additional insights into The Amazing Formula and
Gimme that you won't find in those products. It's
literally what I taught to Matt in his first 90 days with
me. Internet Marketing For Newbies

3. The A to Z of Designing & Building Your Web Site

Design Dashboard shows you not only the basics of doing your own design but really walks you step by step through setting up your hosting, autoresponders and shopping cart.
Web Site Design Training

This is an EVERGREEN product and if you're new to this business
you'll learn tons..

4. Promote your own products made easy

Grab the brilliant video by Adeel Chowdhry on how to mash
together stock video, stock sounds and stock music to create
an attention-grabbing, compelling video you can put on your
sales page, Facebook, Squidoo lenses, Hub Pages, or even
Twitter out to your list.
Promote products online

6. Your Own Products?

It's the only step-by-step, A to Z system not JUST for
creating info products .... but that shows you HOW to select
product ideas using my "flanking move" I've built my business
on, HOW to do 12-product surveys with an actual example, that
gives you a tested, proven email & source with a 30% success
rate in getting interviews with experts -- PLUS, templates
that would cost your more than the Dashboard to have custom
created! Create info products

+++++++++++++++++++++++++++++++++++
E. Get the Evergreen Traffic System
+++++++++++++++++++++++++++++++++++

Tinu emailed and says she has added new info on social media!

Most All Her Domains Got Shut Down, She Can't Get Out Of Bed Some
Days, Her Hands Swell Up Like Balloons, Her Podcast and Video
Hosting Got Shut Down -- And She STILL Snagged 3,579 Average
Visits Per Day In April 2008!

Evergreen Trafffic System

Evergreen Traffic System is now sold and serviced directly by Tinu.
That link there would be a tracking link and NOT an affiliate link.

Tinu's seo stuff is BRILLIANT and evergreen. It STILL works
awesome.

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May the road rise up to meet you
and the wind be always at your back
and until we meet again
may God hold you softly
in the palm of his hand

-- Irish poem

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All rights reserved.