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Invincible Marketing: A Special Report by Dr. Joe Vitale – Page 1 Special Report Invincible Marketing The 7 Principles of Success in Business By Dr. Joe Vitale www.mrfire.com Note: The material in this Special Report is Copyright ' 2006 by Dr. Joe Vitale. You are welcome to share this with anyone you like, as long as the Report remains unedited. Thank you. Apply for Dr. Jo1 Vitale’s Executive Mentoring Program at http://www.joe-vitale-executive-mentoring.com/info.html Invincible Marketing: A Special Report by Dr. Joe Vitale – Page 2 Invincible Marketing Teleseminar by Dr. Joe Vitale Being Interviewed by Jeff Chavez 02-23-06 Joe: Okay everybody, welcome! This is Joe Vitale of www.MrFire.com. I appreciate your patience! We are starting ten minutes late because of technological issues, which is the same thing that happened last night. It’s very frustrating! We live in the wonderful age of magic and miracles with high technology making our lives SO much easier, until it breaks down and then we are back to the world of frustration. But, we are back in business! I know hundreds, if not thousands of people are trying to call in. I called the teleseminar service and had them open up the line so that even more people can get on so that you don’t miss this call. I’m also recording this. So, if you step away or called in late or have to leave or whatever, you can listen to this later, because I will put up the access code to it and I’ll send it out to everybody on my list. The people on this call should be the people on my list atw.MrFire.com, because this is a FREE call. It’s an information rich hour or so that I am GIVING as a GIFT to everybody on my list just as a way to say. “Thank you.” Apply for Dr. Joe Vitale’s2Executive Mentoring Program at http://www.joe-vitale-executive-mentoring.com/info.html Invincible Marketing: A Special Report by Dr. Joe Vitale – Page 3 Tonight we are going to be talking about what I call “Invincible Marketing.” Now, “invincible marketing” is a term I just created. I made it up because I thought it sounded good and I thought it would get people to come and listen to this call. But I also believe in it because it’s a type of marketing, it’s a philosophy, it’s a psychology and a practical tool that we all need to be doing in order to survive in this highly competitive world. So, that’s what we are going to talk about tonight with Invincible Marketing. I know that some people are still calling in. Those beeps you hear are more people calling in. We’ll probably hear that throughout, so every time that you hear a “beep,” just smile and think, “More friends have come aboard this train.” So, enjoy it! Now, I have invited a dear friend, one of my business partners, a guy who has started and founded several companies to be my interviewer on this and to keep me “on track,” so that I can give you the best bang for the buck so to speak, to give you all the HIGHEST information possible. I’m talking about Jeff Chavez. Jeff, are you there? Jeff: I am here, Joe, great to be on with you tonight. Apply for Dr. Joe Vitale’s E3ecutive Mentoring Program at http://www.joe-vitale-executive-mentoring.com/info.html Invincible Marketing: A Special Report by Dr. Joe Vitale – Page 4 Joe: I know. You were trying to get on. You were one of those…one of the frustrated herd that could not get on the call…how disappointing! Jeff: Yeah, no…we are here. It was not an issue. But, I’m really looking forward to it. I think keeping you on track is not going to be difficult to do. You are organized and clear, but maybe I’ll be able to pose some questions as an entrepreneur that might help to pull out some additional thought from the points that you are going to talk about tonight. Joe: Well, that’s what I’m counting on. I know that when I was calling in earlier, a couple of people had been on hold for 45 minutes. Jeff: Wow! Joe: That’s how important it is to them that they listen to all of this call. They KNEW that they wanted to be on this call. They got up earlier if they were in another country or they just stopped what they were doing, they made the phone call and they’ve been on hold for 45 minutes. That’s not counting the people who called in on time and STILL had to wait because they could not get in. Apply for Dr. Joe Vitale’s E4ecutive Mentoring Program at http://www.joe-vitale-executive-mentoring.com/info.html Invincible Marketing: A Special Report by Dr. Joe Vitale – Page 5 So, what I want to do is just shoot the gun and get the horses running out of the gate and just start talking about this. Jeff: Alright. Joe: Now, to give you an introduction, I have Seven Principles that I want to communicate on this 45 minutes or an hour, whatever we are going to take here, all about Invincible Marketing. So, you might want to get a piece of paper, a pad, notebook, or turn on your computer and start taking some notes. You’ll be able to listen to this again later, because as I said, “I am recording it and I’ll send out the link a little later.” So, I have seven principles behind invincible marketing . I probably should say that this is based on a lifetime of marketing in terms of research, in terms of my own personal education, and my own personal experience. Those of you on this call SHOULD know my work. You can go and look at www.mrfire.com if you are NOT familiar with my work. You can go to Amazon, type in my name, “Joe Vitale” and see all the books that come up that I’ve written. You can go and “Google” me and stand back, because there will be millions of hits that will show up. If you Apply for Dr. Joe Vitale’s E5ecutive Mentoring Program at http://www.joe-vitale-executive-mentoring.com/info.html Invincible Marketing: A Special Report by Dr. Joe Vitale – Page 6 are into audio material, you can go into www.Nightingale.com, search my name and you’ll see an audio program I did years ago that is STILL a best seller with that company called The Power of Outrageous Marketing. I’ve been involved in all kinds of marketing from: infomercials to obviously internet marketing; to publicity oriented marketing; to direct marketing; on just about every facet from the copywriting parts of it; to script writing for shows; to being in infomercials; to being authors of them; to promoting all kinds of people and products. I’ve been doing this for 25, if not 30, years. So, these seven principles, when I say that this has come from my experience, is something that you should take note of, because my experience is pretty varied and pretty deep! So, these are the seven principles behind invincible marketing. Jeff, are you ready? Jeff: I’m ready to go. Joe: Alright. [Chuckling] Jeff: I’m ready to go. Apply for Dr. Joe Vitale’s E6ecutive Mentoring Program at http://www.joe-vitale-executive-mentoring.com/info.html Invincible Marketing: A Special Report by Dr. Joe Vitale – Page 7 Joe: Well, the very first one, I call, “Persistent Marketing.” What I mean by that is you need to be doing marketing every day. Now, that doesn’t mean that you have to spend all day doing marketing, but it does mean that every day you have to be doing one, two, three, four, five things: • maybe it’s sending out a news release • maybe it’s making a phone call • maybe it’s writing an article • maybe it’s drafting an ad • maybe it’s networking • maybe it’s going to a meeting • maybe it’s being in a program that teaches you more about marketing • maybe it’s brainstorming with other people. You MUST DO marketing every day! The tendency for people is not to do it, especially when times are good. When you’ve got business coming in you think, “Oh, I don’t need to do marketing right now, because I’ve got plenty of business. I’m making a lot of money or the sales are coming in or you are comfortable, which is a real Apply for Dr. Joe Vitale’s7Executive Mentoring Program at http://www.joe-vitale-executive-mentoring.com/info.html Invincible Marketing: A Special Report by Dr. Joe Vitale – Page 8 dangerous place; because you can get lazy and you don’t do your marketing! Well, I learned probably about twenty-something years ago, that you MUST do marketing every day. The times that you need to do it the most is when you are the busiest!! Because if you do not do marketing when you are busy, that business is going to dry up sooner or later and you are going to look around and you are going to say, “What happened to my clients?” or “What happened to my traffic to my website?” “What happened to my business?” Where’s the income?” When you look back and you trace it back like a good detective, you’ll find out that you were not persistent in your marketing! Now, I find this in all areas. For example, earlier this afternoon, I needed to make time to go workout. Now, I went from being the “Buddha of the Internet” to the “Charles Atlas of the Internet.” That didn’t just happened for me just drinking a special blend of herbs. I had to go work out to make that happen! This afternoon, I DID NOT WANT TO WORK OUT!! Please understand that!! I was tired. I am involved in numerous projects. I was up late last night doing a teleseminar that we had similar technological problems. I’m Apply for Dr. Joe Vitale’s 8xecutive Mentoring Program at http://www.joe-vitale-executive-mentoring.com/info.html Invincible Marketing: A Special Report by Dr. Joe Vitale – Page 9 up again tonight doing this technological…[laughter]. I was going to say “technological problem,” but we got past that by doing this seminar. I wanted to take a break!! Well, I did take a break, by working out!! So, I did not WANT to, but I KNEW I HAD TO. That’s the same kind of mind set that you need to have when you do your marketing that, even when you don’t feel like it or you feel like you can’t make time for it, you MUST do it! Again, I am not saying that you spend all day doing your marketing, you MUST do something every day! This is that FIRST SECRET ingredient to Invincible Marketing. I call it Persistent Marketing. Jeff: Hey, Joe. You talked about you are going to have seven things that we are going to talk about tonight. This strikes me that you put Persistent Marketing first. Joe: Yes. Jeff: As somebody who has built these companies, I just…I know that there is a method to the way that you present things. I’m just wondering if you could maybe shed maybe a little more light on, “Why of all things would you Apply for Dr. Joe Vitale’s E9ecutive Mentoring Program at http://www.joe-vitale-executive-mentoring.com/info.html Invincible Marketing: A Special Report by Dr. Joe Vitale – Page 10 mention to the group tonight that persistence and this, I guess in a way, tenacity is such an important TOP point to bring out?” Joe: Yes. Well, that’s a fascinating question! I didn’t know that you would ask that, but I LOVE that you did!! I didn’t consciously think about the ORDER of these things, but when I DO stop and I look at okay, “Why would I say Persistent Marketing has to be first?” I think it’s because I’m setting the stage for everything else. If you do not have the MIND SET that says, “I must do this no matter what! I’m going to succeed by doing whatever it takes…that I have to do marketing every day!” If you don’t have that mind set, then you might want to fudge on some of these other secrets that I am going to be revealing for the Invincible Marketing. So, I am kind of clearing your mind in positioning your mind set, so to speak, to ACCEPT that you have to do marketing and THEN I’m leading you to the actual practical things that you must do. So, the FIRST step is, you’ve got to do marketing! Apply for Dr. Joe Vitale’s 10ecutive Mentoring Program at http://www.joe-vitale-executive-mentoring.com/info.html Invincible Marketing: A Special Report by Dr. Joe Vitale – Page 11 These next steps are some of the things that you WILL be doing. So, I think that’s what I was thinking when I brought that up. Jeff: Yeah, I think that’s great. I think that’s a GREAT point, because sometimes in the excitement of doing something or marketing something new and getting going you know, a week or two or a month or three pass by and sometimes it can become easy maybe to take the eye off the ball and let some time go by. I think that it’s true that in the consistency and the persistence is where the most successful marketers end up being able to point back and say, “That’s one of the KEY reasons that I had so much success.” Joe: Exactly! Jeff: So, take us to point two. We are interested to know where this goes from here. Joe: Yeah. I can probably spend DAYS talking about every one of these. Maybe at some point I’ll do a longer seminar, I don’t know. The idea is that I want to run through these seven, but give you enough that you KNOW what these are and you can ACTUALLY start using them tonight! Apply for Dr. Joe Vitale’s 11ecutive Mentoring Program at http://www.joe-vitale-executive-mentoring.com/info.html Invincible Marketing: A Special Report by Dr. Joe Vitale – Page 12 So, number two…I call it “Obvious Marketing.” Now, Obvious Marketing to me is as simple as carrying business cards. I am ASTONISHED by the number of times that I will go to a convention or a seminar or a speaking engagement or a dinner or a lunch or a business meeting or a brainstorming session and I’ll meet somebody and I’ll say, “Can I have your card?” What do they say? “I don’t have one,” or “I don’t have one with me.” Jeff: [Laughter] Joe: It blows my mind!! I’m thinking, “This is Marketing 101! HOW in the world, can you not have a business card?” VistaPrint.com will print them, I think, for free or for five bucks for shipping or something like that. I mean, it’s ridiculous! [Skipping on audio]…what I call Obvious Marketing. Now, it’s NOT just business cards. I do believe that everybody should have business cards. I don’t even see all that many people these days, because I am so internet driven, but I am making new business cards right now! My virtual Apply for Dr. Joe Vitale’s12xecutive Mentoring Program at http://www.joe-vitale-executive-mentoring.com/info.html Invincible Marketing: A Special Report by Dr. Joe Vitale – Page 13 assistant was sending me over some designs earlier this afternoon. I’m looking at them on one of my computer screens right! So, even I am making new business cards. I’ve already got a lot of business cards! I think that everybody should have a MEMORABLE business card. That to me is OBVIOUS. We can talk about business cards and what should be on them. I mean, they should be HYPNOTIC. I think you should use BOTH sides of your business card. Most people don’t use the blank side and that’s actually advertising space! That’s marketing space!! You can put something there, maybe your USP (which is your Unique Selling Proposition) or maybe it’s your special offer. Maybe it’s…I don’t know what, but you need to use SOMETHING there because that’s valuable space that you can be making money with!! So, I think that that’s obvious. Obvious Marketing is a business card. Having a WEBSITE…I am amazed at the people who don’t have websites! I am of the belief that everybody needs to have one. Even if you don’t have one that’s actually designed to pull in direct business, you MIGHT want one that’s actually designed to build relationships. Apply for Dr. Joe Vitale’s13xecutive Mentoring Program at http://www.joe-vitale-executive-mentoring.com/info.html Invincible Marketing: A Special Report by Dr. Joe Vitale – Page 14 For example, I put up a blog, within the last couple of months, for myself. I’ve had a pretty skeptical, even negative attitude towards blogs. I always thought that they were self-indulgent, trivial, that they read like diaries and that the only person that should be interested in a blog is the person that WROTE the blog because there isn’t much else in it for anybody else! Well, I finally put a BLOG up. What I’ve LEARNED is that people get to know me better personally through this blog. So, the blog isn’t designed to sell anything directly, but it’s a RELATIONSHIP builder. A fundamental truth in marketing is that people will buy from people that they KNOW they LIKE and they RESPECT. So, having a website up is a marketing tool to sell something you should do. If you don’t have a product right now, for example, you might want to have one up just on a personal level. I actually have websites up for my gym. I think it’s atwww.gladiatorgym.com. I have a website up for my “catariam,” which is something that we invented to house our cats. It’s very expensive and very elaborate. If you go to www.catarium.com, you’ll be able to see it. But, all of these are individual websites that are relationship builders or are information sources. Obviously, you should have a website. Apply for Dr. Joe Vitale’s 14ecutive Mentoring Program at http://www.joe-vitale-executive-mentoring.com/info.html Invincible Marketing: A Special Report by Dr. Joe Vitale – Page 15 So, this is Obvious Marketing. Flyers might fall into this category. Depending on what kind of work you do, maybe a yellow page ad would be obvious for you. So, I don’t know what it is in your case, but probably when you look around, you’ll say to yourself: • “Oh, yeah. I don’t have business cards,” or • “Oh, yeah, I don’t have a website yet,” or • “Oh, yeah, I don’t have a flyer or a brochure or some sort of promotional item I can hand out,” or • “No, I’m not writing articles for the local newspaper,” or • “No, I’m not writing articles that I can be distributing online,” which is a great promotional tool. All of these and so many more fall under the category of “Obvious Marketing” and that’s the second one, Jeff. Jeff: Sure, you know, Joe, it comes to my attention one of the other things that I would interject is that in MY history, I’ve raised a whole lot of money for businesses for venture capitalists and other investors. It’s taught me to be always prepared to give a very quick answer for what it is that I do or what my concept is or what my business is. I think that’s another thing that I think that individuals should BE PREPARED for! Apply for Dr. Joe Vitale’s15xecutive Mentoring Program at http://www.joe-vitale-executive-mentoring.com/info.html Invincible Marketing: A Special Report by Dr. Joe Vitale – Page 16 Joe: Ah! Jeff: It’s kind of an obvious thing that, “Exactly what I am I going to say to somebody when they ask, ‘What is it that you are trying to sell or what is it that you are trying to do?’” Joe: Beautiful. Jeff: That’s one that I can allow people to capitalize on opportunity in a moment’s notice, because you never know when opportunities come up. I think that my question for you on this one is: “How often, over time, do you think you’ve had opportunities jump up when least expected where these Obvious tools were of use to you?” Joe: That’s a great question, because they happen all the time! I’m a great believer in what I call “synchronicity” and that’s that term that instead of something a situation appearing to be a coincidence, it actually has meaning behind it and it ends up being a “synchronistic experience.” That happens to me all of the time. I find “being prepared,” the old Boy Scout motto that I learned when I was a teenager in the Boy Scouts is still true today in marketing. It’s everything from having the business card in my Apply for Dr. Joe Vitale’s E16cutive Mentoring Program at http://www.joe-vitale-executive-mentoring.com/info.html Invincible Marketing: A Special Report by Dr. Joe Vitale – Page 17 pocket to having an answer for a question, much like you just asked me a question and I’m able to give an answer to it. So, you are kind of thinking ahead and you are rehearsing in your own mind, “How will I answer these questions that come up from people when they ask me, ‘What do I do?’” You want to say it in a way that intrigues them! It doesn’t sound like bragging, but it sounds like something that they would be interested in. Again, this is another one of my psychological mottos. I tell people, “Get out of YOUR ego and get into the other person’s ego.” When you do that, you can build relationships, you can make more sales. This whole experience of synchronicity happens all of the time. This is part of my whole The Attractor Factor concept, which we’ll talk about a little bit more if I don’t waste time talking about any one thing here. [Laughter] So, Obvious Marketing is the second step. Are you ready for the third? Jeff: We are ready. Bring us to number three. Joe: Alright. I know we could keep going on any one of these, but I want to make sure I give enough meat that you can chew on this and then get the value out of it and make it work for you. Apply for Dr. Joe Vitale’s 17ecutive Mentoring Program at http://www.joe-vitale-executive-mentoring.com/info.html Invincible Marketing: A Special Report by Dr. Joe Vitale – Page 18 The third one is Cross Promotion Marketing. This is such a win-win. I see it all the time on-line. I don’t see it as much off line, but it works in both places. On my Nightingale-Conant program The Power of Outrageous Marketing I really walk people through this pretty detailed so they can figure out how to do it for themselves. But, for example, imagine that you go to pick up a pizza tonight and you go to the pizza place or they even might bring it to you, whatever the case, but on the pizza is a coupon. Now, obviously they’ll have another coupon on there for your next pizza which is just good business for them, but they might have a coupon on there that says, “Five dollars off your next oil change,” or “Three dollars off your next dry cleaning,” or “Two dollars off, or five dollars off, your next movie ticket,” or something along those lines. Now, those coupons…where did they come from? The other business made an arrangement with the pizza people saying, “Deliver our coupons when you deliver a pizza.” Now, what’s in it for the pizza people? The pizza people are looking good. They are creating value. It doesn’t cost them any thing to deliver a piece of paper, a coupon, on top of a pizza that is already being paid for and delivered. Now, the pizza people have also made an arrangement with these other places, whether it’s the movie theater or the oil change or the dry cleaning place, all those places at their place of business will have a coupon that says, “Five dollars off your next pizza.” Apply for Dr. Joe Vitale’s 18ecutive Mentoring Program at http://www.joe-vitale-executive-mentoring.com/info.html Invincible Marketing: A Special Report by Dr. Joe Vitale – Page 19 So, this is “Cross Promotion.” This is done not enough offline, because it doesn’t cost anything but making a few phone calls figuring out what the win-win is. It’s done quite a bit online, but I think that a lot of people are shy about taking action on it. I would bet that even if there are hundreds of thousands of people on this call or thousands end up listening to the recording of this call, I would bet that 99% of them don’t do Cross Promotion. They don’t do it off line. They don’t do it online. It’s very easy to do! Now one of the things that I explain as a quick exercise (because I don’t want to spend a whole lot of time on any one of these) is to take a sheet of paper and in the center of it write your business name or whatever the product or the service is that you are delivering. Then around it, draw some lines stemming outwards from the center circle and write down names of non-competing businesses that serve the SAME customers or clients that you do. So, for example, I’m just making this up, we’ll say that you are a massage therapist. So in the center of the paper you are “Massage Therapy,” you give massages. Outside of that, you start thinking, “Okay, who else serves my same clients?” Well obviously, the dry cleaner probably does, the movie theater probably does, the auto mechanic probably does, an Apply for Dr. Joe Vitale’s 19ecutive Mentoring Program at http://www.joe-vitale-executive-mentoring.com/info.html Invincible Marketing: A Special Report by Dr. Joe Vitale – Page 20 accounting firm probably does, the local grocery store probably does, the health food market probably does….I mean, I can go on and on and you can go on and on with this and just have a wonderful brainstorming exercise. You never once wrote down a competing massage therapist as another person who serves the same clients as you. You wrote down non- competing businesses. Then, the next step after this is to go to these non-competing businesses and say, “Will you give out a certificate to my massage service? In exchange, I will give to my customers a certificate to YOUR service (whatever it happens to be.)” It’s as easy as that! Not all of them will agree to it and the only reason that I can think of that is that they will just be limited minded and very conservative. That’s fine! You just move on to the next one. All you are looking for are the ones who will do it for you. So again, this doesn’t cost you…almost nothing! What it costs is printing up those coupons, which you probably can do yourself on your own printer, depending on how many that you needed. But the concept is Cross Promotion Marketing. That’s the one that I am real excited about, Jeff. Apply for Dr. Joe Vitale’s 20ecutive Mentoring Program at http://www.joe-vitale-executive-mentoring.com/info.html Invincible Marketing: A Special Report by Dr. Joe Vitale – Page 21 Jeff: Oh, you know, it’s funny. It’s that I think that I see it as the difference from going straight through the front door. When you go through the front door and try to sell a new service or product and you don’t have relationships or secret pasts to the buyers side entry door, you end up taking a lot longer to get whatever you are doing to market. Joe: Yes. Jeff: I have always had huge success in learning by creative ways to get through that side door into the back door. Often times, if you can already find somebody who is already involved with selling to the people that you want to sell with, I can’t even begin to estimate how much time you cut out of the cycle and the stuff that… Joe: Yeah. Jeff: …and the heavy lifting that you have to do to introduce yourself for the first time to somebody who might not want to meet you, but when their buddy brings you in, it cuts down such a huge amount of time and effort along the way. Joe: Yeah. This is powerful! Apply for Dr. Joe Vitale’s E21cutive Mentoring Program at http://www.joe-vitale-executive-mentoring.com/info.html Invincible Marketing: A Special Report by Dr. Joe Vitale – Page 22 Jeff: It’s a PROVEN tool. I think that you are right, Joe, that a lot of people just overlook it. They get so excited about selling what they have got to sell, that they just go headlong straight into the wind and there is an easier way! Joe: In some ways, this whole cross promotion marketing falls under the category of Obvious Marketing to me because to me it is OVIOUS, but to those listening, you may have never thought of this before. So, PLEASE, consider Cross Promotion Marketing. In fact, DON’T consider it, ACT ON IT, on whatever level you can take, ACT ON IT! “Money likes speed” is one of the things that I’ve been saying for awhile. “Money likes speed.” So, with one of these ideas or more of them, connect with you, JUMP! Jump on it tonight! Jeff: You know, Joe, one thing that I thought that you should also share with the group also from your perspective, I think that some people might be sometimes hesitant or reticent to approach others who might be able to benefit them in some way or to create a Joint Venture. I know that you are often approached by individuals and sometimes things are interesting to you and sometimes they are not. But, overall, how do you feel when people approach you? I assume it is something that doesn’t either offend you or…? Apply for Dr. Joe Vitale’s 22ecutive Mentoring Program at http://www.joe-vitale-executive-mentoring.com/info.html Invincible Marketing: A Special Report by Dr. Joe Vitale – Page 23 Joe: Right. Well, I’m glad that you brought that up, because it’s worth mentioning. I am VERY open to hearing new ideas and meeting new people. I was interviewed the other day by another best selling author. We both agreed that we eagerly are awaiting the next person with an idea that we haven’t thought of or a product we haven’t seen before so that we can BE JOINTED with them to promote it to the world! We WANT that! We want that! Now, we don’t want to hear something that’s already been done 200 times, unless you’ve found a new spin on it and in some way have made it new and different and so the marketplace might want it! But, I always am looking for something like that!! I pride myself on being a guy who finds, almost like a good scout, finding something my list has never heard of before and being one of the first to bring it to them. It doesn’t mean that I created the thing that I found, it means that somebody called me up or emailed me or in some way found me and said, “Joe, this is what I have would you be interested?” If I am and I get excited about it, yes, I tell my list like a good evangelist. I’m like a cheer leader and I just start getting passionate about things. So, yes, I would say that I and others are very approachable. They are looking for ideas. We are! Jeff: Yep. Yep. That’s right. Apply for Dr. Joe Vitale’s 23ecutive Mentoring Program at http://www.joe-vitale-executive-mentoring.com/info.html Invincible Marketing: A Special Report by Dr. Joe Vitale – Page 24 Joe: Let me jump to number four here. Jeff: Yep. Joe: Number four is Publicity Marketing. Now, I personally LOVE Publicity Marketing. You can NOT BELIEVE how hungry the media is for stories! The radio shows, the newspapers, the syndicates, the news bureaus…. I just goes on and on, and all the new sites online. These people are just TRULY starving and they are never, ever satisfied. They are ALWAYS looking for a new story. Now, the KEY here is to GIVE THEM A STORY. That’s the million dollar secret when it comes to publicity, because too many people send out a disguised ad or a thinly disguised ad! They’ll say, “Oh, I have a new book or I have a new product and here it is.” THAT’S NOT A STORY! There MAY end up being a story there, but you want to FIND the story and FEED it to the publicity machine that is out there, because they’ll feed you TRAFFIC! I learned this from P.T. Barnum, who I of course wrote a book about. The revised, expanded version of that book will be out in April. It’s called There’s a Customer Born Every Minute. P.T. Barnum believed that there Apply for Dr. Joe Vitale’s24xecutive Mentoring Program at http://www.joe-vitale-executive-mentoring.com/info.html Invincible Marketing: A Special Report by Dr. Joe Vitale – Page 25 was a customer born every minute. He never said, “There’s a sucker born every minute.” He didn’t think that or act like that or ever write that. That was not his mentality. He said five days before he died, on his death bed, that he owed the GREAT WEALTH…and he was a multi-millionaire, the first in America…to the newspapers of his time. Of course, he did not have radio, TV, the internet, or any of the technological things that we take for granted or that we get frustrated by. He just had the newspapers and HE USED THEM. I do the same thing. I don’t think enough people are DOING this! I do it for so many things, it isn’t funny! I mentioned my blog earlier. Well, I put up my blog. I told my list about it. I got some people to go look at it. But, I thought, “You know, I wonder just how many people I can get to look at this blog.” I wrote a very simple news release. In this case, it’s not even the best kind of example because it was kind of egotistic and self-serving! I said, “Internet skeptic finally opens his first blog!” Then I went on to quote myself and to say how I had a bad attitude towards blogs and like I said earlier, I thought they were self-indulgent and a great majority of them are; they were boring and a great majority of them are; but, I was going to try to do something different and start a new trend and make mine much more interesting. At least that was my plan and my hope. So, I wrote a simple one page news release giving that story and I sent it out over Apply for Dr. Joe Vitale’s 25ecutive Mentoring Program at http://www.joe-vitale-executive-mentoring.com/info.html Invincible Marketing: A Special Report by Dr. Joe Vitale – Page 26 www.PRwebdirect.com. I think it cost me $100 to send it out, which was next to nothing considering what came back! Now, what came back? I sent out a news release. “It’s all about Joe Vitale putting up his first blog. If you haven’t seen my blog just go to www.mrfire.com, look on the left and you’ll see a link to the blog.” Alright, over night 3000 people went to my blog. Three thousand new people who had never known about my blog and possibly had never known about me before. This was from a news release!! So, I think that news releases can be used by just about everybody. You have to think like a reporter. You have to look for the story within your business or your own internet site or in your own life or you have to create the story! You can even make your publicity bigger than just a news release. You can actually create a stunt. Let me confess something right now that’s going to be the first time exposed anywhere! Two or three days ago, in Nebraska, the largest lotto in American history was won by somebody, but we didn’t know who until today. One person stood up during that time of when we didn’t know who the REAL winner was and pretended he was the real winner. He pulled an elaborate hoax and said, “I am the winner of the Nebraska Supper Lotto,” and I think it was $365,000,000 – an Apply for Dr. Joe Vitale’s 26ecutive Mentoring Program at http://www.joe-vitale-executive-mentoring.com/info.html Invincible Marketing: A Special Report by Dr. Joe Vitale – Page 27 astonishingly amount of money! Of course the newspapers covered it because they didn’t know that it was a hoax! They covered it. They did interviews with him. He did a news show and 60 some people went there with…60 reporters, not just people…60 reporters and different magazines and different newspapers. The whole story was on Good Morning America the other day. Well, here’s the punch line. I financed that!!! I hired those guys to pull that publicity stunt. Why? First, once they revealed that the whole thing was a fun-loving hoax in the nature of P.T. Barnum, they used my name and said, “Why did we do the stunt?” Well, “It’s to promote Joe Vitale and his books.” Well, now the reporters are calling me! They are saying, “Tell us more about your books. Tell us more about your website.” The radio shows are calling me and saying, “Hey, we’d like to have you on the show and they openly say, ‘You can plug whatever you want.”” Not only this, but all this experience is being taped and it’s going to end up on a DVD that I will be selling and trying to market and license to theaters. I’ll be offering it to my list and everybody on this call, and it will be called, The Great Lotto Hoax. The whole story of the publicity behind this, everything that was done, why it was done, and how we pulled this Barnum-like effect JUST in order to give some fun out there in the world, Apply for Dr. Joe Vitale’s 27ecutive Mentoring Program at http://www.joe-vitale-executive-mentoring.com/info.html Invincible Marketing: A Special Report by Dr. Joe Vitale – Page 28 but to bring some attention to my work. This is…on a big scale, this is Publicity Marketing. You do NOT have to jump into the DEEP end, like I did with that one, but you CAN jump into the SHALLOW end! The water is still good there and send out a news release about your business. This is Publicity Marketing. That’s number four, Jeff. Jeff: Joe, there was a time when you were new at all of this and you hadn’t done the things that you’ve done today. Joe: [Laughter] Jeff: I think about this recent one and I think, “Man! That takes a lot… lot of gusto, a lot of guts to go ahead and do that.” Joe: Right. Jeff: So, I just wonder if there are people out there who lack either the confidence or the belief that they’ll be able to capture the same amount of attention. You know, like I’d said, “There was a time when you started doing these for the first time.” Can you shed some light on, kind of… Joe: Yeah. Apply for Dr. Joe Vitale’s E28cutive Mentoring Program at http://www.joe-vitale-executive-mentoring.com/info.html Invincible Marketing: A Special Report by Dr. Joe Vitale – Page 29 Jeff: ...what does it take as far as developing the personal confidence to believe that other people can make a “splash” with promotional activities like this? Joe: Oh, God! That IS an INSIGHTFUL question. I’m so glad that you asked that and I mean that on the SINCEREST level because I can relate… Jeff: Yeah. Joe: …to those first times of sending out those news releases when I might just get a phone call from a reporter and how nervous I would be...let alone, pulling something like a national publicity event, which has been on Good Morning America! I mean, where do you start? Jeff: Right! Joe: So, the first I want to say is just last night I did an interview with Pete Siegel about confidence. If people feel like confidence is an issue, I would go to his website, which iswww.AmazingConfidence.com. The guy is TRULY amazing! The interview is up on…oh, I’ll send out the link a little bit later to everybody on this call a little later. It’s on my Podcast right now. If you go to Apply for Dr. Joe Vitale’s E29cutive Mentoring Program at http://www.joe-vitale-executive-mentoring.com/info.html Invincible Marketing: A Special Report by Dr. Joe Vitale – Page 30 www.mrfire.com, look on the left. You’ll see a link to the Podcast, right beside the one to the blog, so my interview with Pete Siegel on Confidence is there. He does a long session on that interview where he helps people instill confidence within themselves right there, on the interview! So, that’s a place to start. Then I also want to point out, you know, in my research of Barnum and my research of some people who have done some pretty wild publicity oriented things, I’ve found out that when they first did their events they were nervous wrecks. Robert Allen, for example, is the real estate guy. I think his first publicity stunt was the one where he said, “Take away my wallet….” Jeff: Right. Joe: “…Leave me with a one hundred dollars and my driver’s license. Drop me off in L.A. or any big city and I’ll have property within 72 hours,” or something like that. Jeff: Yep. Apply for Dr. Joe Vitale’s 30ecutive Mentoring Program at http://www.joe-vitale-executive-mentoring.com/info.html Invincible Marketing: A Special Report by Dr. Joe Vitale – Page 31 Joe: I heard him tell this story and I heard him say, “Do you think I was nervous?” He said, “I sweated bullets for days before announcing it.” He said, “I could not sleep and I had diarrhea,” and he ALL these physical symptoms. It was NOT easy! Now let me ALSO admit, “When I chose to pull the trigger on this Lotto Hoax, do you think I was nervous?” Oh my God! It took me TWO weeks to decide to do it! I knew I WANTED to, but I was TERRIFIED that I might look like an idiot. Now, I might still end up looking like an idiot. But, I’m OKAY with that – which is all part of a self-confidence thing here. You get to the point where you are okay whether it works and you are okay if it doesn’t work! You are STILL FINE! You are still ALIVE! Life moves on! Jeff: Right. Joe: Let me also bring up one story. In the early days, when I first started testing publicity, way back in my Houston days and I was trying it as a freelance writer and a consultant. When I was helping a lot of people get their books in print, I was becoming pretty much “the book expert.” Apply for Dr. Joe Vitale’s 31ecutive Mentoring Program at http://www.joe-vitale-executive-mentoring.com/info.html Invincible Marketing: A Special Report by Dr. Joe Vitale – Page 32 I sent out a news release and I think it was to The Houston Chronicle, one of the big papers that was there. It may still be there or it may not. I don’t know now. My news release was just something about helping people get in print, becoming the book specialist. I sent out the news release. It was one sheet of paper and nothing happened! The phone didn’t ring, the fax didn’t go off, nobody emailed me and I thought, “Well, you know, sometimes publicity works and sometimes it doesn’t.” One year later….one YEAR later, I got a phone call from the reporter who received it the year before at The Chronicle saying, “I have your news release in my hand and I’d like to interview you.” My first question was, “Did you JUST get it?” [Laughter] Jeff: [Laughter] Joe: He said, “No. I got it a year ago, but I SAVED it!” These reporters DO save stories and experts and leads. They’ll use them whenever it’s appropriate. He said, “The timing is right. I am interested. I want to do the story.” He interviewed over the phone. Apply for Dr. Joe Vitale’s 32ecutive Mentoring Program at http://www.joe-vitale-executive-mentoring.com/info.html Invincible Marketing: A Special Report by Dr. Joe Vitale – Page 33 Now, I confess, the first question he asked me was probably what my name was, but I was so nervous I couldn’t answer it. He joked with me a little bit. I loosened up and then I was as free wheeling as I could be. I went through all of the questions. I ended up on the FRONT page of the Business section! So, you never know where these things are going to go. But you HAVE to take some kind of action, even it’s a tiny little one to say, “This is my business, this is what I do in this area, and you send in the facts to your local media.” You don’t have to jump and do something as big as a Lotto Hoax, but Publicity Marketing is overlooked!! It costs next to nothing to do it!! So, that’s the fourth one in our Invincible Marketing set of seven. Let’s try to get through these next few real fast. Are you ready, Jeff? Jeff: Ready to go. Joe: [Chuckling] Alright! Number five I am calling Prolific Marketing. Now, Prolific Marketing means you continuously create new products. Now, of course, I am in the info-marketing business. I create information products. Most of Apply for Dr. Joe Vitale’s 33ecutive Mentoring Program at http://www.joe-vitale-executive-mentoring.com/info.html Invincible Marketing: A Special Report by Dr. Joe Vitale – Page 34 the people who know me know that I have a lot of eBooks. I’ve got Hypnotic Writing, Advanced Hypnotic Writing, Hypnotic Selling Stories…. I’ve got a home study course, Hypnotic Selling Secrets, which I think is described in Hypnotic Marketing Formula. It’s all on www.mrfire.com. I’ve got DVDs, courses…I’ve got so many things I can’t even remember them all! I have published books. I have eBooks. I have audio books. I have online courses. I have a mentoring program. I have SO many different things, but I DON’T STOP!!! Now, some people have jokingly said, “Joe, you need to switch to decaf!” Jeff: [Laughter] Joe: But, I find that I’m having a BLAST, which I think is one secret to success is that I am just enjoying myself. I’m following my PASSIONS. I am producing at a very prolific rate, but this Prolific Marketing is creating more and more passive income streams. They are probably not literally passive, because I have to create them, but they are RESIDUAL INCOME streams! Meaning, that once I create the product and I get it out there, it makes money while I’m on this call, while I’m sleeping tonight, while I go to a convention this weekend, money is being made!!! It’s being made while I do other things!! Why? Because, of this Prolific Marketing! Apply for Dr. Joe Vitale’s 34ecutive Mentoring Program at http://www.joe-vitale-executive-mentoring.com/info.html Invincible Marketing: A Special Report by Dr. Joe Vitale – Page 35 Now, I believe that ideas are everywhere and most people don’t appreciate the own value of their life experience!!!! So, let me quickly tell a story here. One person who came to me probably a year and half, it might even have been two to three years ago at this point, was a young woman out of Austin, because she had heard of me and she was close by and she had known Nerissa through email, we invited her to come over. She came over to the house. We visited. I really like her. She asked question after question. Obviously, she had heard that people can make money on the internet. She’d heard there was GOLD in Cyber Space, but she wasn’t making a dime! She had NO CLUE how to do it. She didn’t see that she had any VALUE in her life and in her experience and in her education AND, she was broke!!! Well, I kind of took her under my wing and I mentored her a little bit. I asked questions like, “What do you like to do? What have you done in your past?” She said, “Well, she had lost weight. She was into food, recipes and cooking. She had also taught herself how to play the guitar.” Apply for Dr. Joe Vitale’s 35ecutive Mentoring Program at http://www.joe-vitale-executive-mentoring.com/info.html Invincible Marketing: A Special Report by Dr. Joe Vitale – Page 36 Well, a little light bulb went off in my head. I said, “Well, tell me about the guitar one.” She said, “Well, I taught myself how to play the guitar in two days.” I thought, “Wait a minute! You taught yourself how to play the guitar in two days?” She said, “Yes!” Now, she did NOT think this was valuable. She did NOT think that it was important. She did NOT think that it was in any way something to applaud. Well, I, who sometimes play the guitar, was in AWE! I said, “Could you teach other people how to play the guitar in two days?” She said, “Yeah, it’s a very simple method. I can just tell them what I did.” I encouraged her to write an ebook. She drug her feet a little bit, but I encouraged her. She finally wrote this ebook. She put it up. She used my Hypnotic Writing different books and software. I think she even had Hypnotic Wizard in my software. She wrote this whole thing and she started selling it. Now, you’ve got to imagine. This woman is broke. I think she was borrowing money off of her father. I think she was unemployed, so she barely had any money for coffee and was BARELY surviving! She managed to put together this ebook after realizing with a little help from me, that there was some VALUE in her experience. She started selling it. Now, here’s the punch line! Somebody SAW her ebook and said, “I would like to buy it FROM you and sell it FOR you!” Now, this person could Apply for Dr. Joe Vitale’s 36ecutive Mentoring Program at http://www.joe-vitale-executive-mentoring.com/info.html Invincible Marketing: A Special Report by Dr. Joe Vitale – Page 37 have just become an affiliate, meaning they could have been a salesperson for that book, sold it, and got a commission. He offered her $10,000! Now, I asked her, “Find out if he’s for real, because that doesn’t happen every day.” Turns out he WAS for real. He had real money. It was a real offer. He wanted to buy the book! Well, she thought about it, and she finally did it. This woman went from zero to $10,000 in the bank mostly by having somebody GUIDE her a little bit and realizing that she had some value, realizing that her own personal experience was powerful and useful, and she took action and she turned it into something!! She’s gone on to produce some other stuff and that’s what it takes is realizing your own value, looking for it in your own experience, and then BEING PROLIFIC, being fast, but being prolific!! Don’t just create the one product, create more products!!! I heard recently that one of the best ways to create an audience for a book is to title your first book, whatever it’s called just title it “Volume One.” Jeff: [Laughter] Apply for Dr. Joe Vitale’s 37ecutive Mentoring Program at http://www.joe-vitale-executive-mentoring.com/info.html Invincible Marketing: A Special Report by Dr. Joe Vitale – Page 38 Joe: Whatever comes out after that, people will be waiting for it! In fact, I thought, “Why didn’t I think of that when I came out with The Attractor Factor? I could have said The Attractor Factor, Volume One. [Laughing] Now, all these people who love the book would be saying, “Joe, when are you coming out with Volume Two?” So, Prolific Marketing is the fifth in the Invincible Marketing strategy and process. Jeff: You know, I am often amazed at the amount of information that you can churn out and put a sales letter out or a piece of copy. Other marketers that are really good at this, I’m amazed that they are able to do it. I’m just wondering what it takes to develop that. I think about I’m an endurance athlete. I just did a marathon and some things and there was a time when the THOUGHT of running more than three or four miles was extremely ominous to me. Joe: Yeah! Jeff: Now, to go out for 12, 15, or 20 miles is something that I’ve learned to enjoy doing… Joe: Yeah. Apply for Dr. Joe Vitale’s38xecutive Mentoring Program at http://www.joe-vitale-executive-mentoring.com/info.html Invincible Marketing: A Special Report by Dr. Joe Vitale – Page 39 Jeff: …as weird as it is. [Laughter] Joe: [Laughter] Jeff: But, to put out interesting, thoughtful, and creative material, I’ve got to think takes some kind of similar discipline and practice. Can you shed any light on that? Joe: I think that I’m addicted to the RUSH of doing it. Jeff: Yeah. Joe: What I mean by that and maybe that makes sense to you for your endurance athletic abilities. Jeff: It does. Joe: What I’ve seen is that once you start doing this….I think a couple of things are going on. Once I start writing and I am enjoying the process of writing, and of course, I’m writing from my passion and I’m sharing my enthusiasm for doing something, because that’s just the way that Joe does it. I think that’s the way that all of us should be doing it is coming from Apply for Dr. Joe Vitale’s 39ecutive Mentoring Program at http://www.joe-vitale-executive-mentoring.com/info.html Invincible Marketing: A Special Report by Dr. Joe Vitale – Page 40 our hearts and our passion! Once I start doing that, I find I REALLY LIKE IT!! It’s a GOOD feeling. So, I get it out and what am I wanting to do next, but feel that feeling again. So the next time that it starts to bubble, like I get a nudge for a project or a special report or a book, well, I want to ACT ON IT, because I want that RUSH again!! Of course, there’s the follow-up rush, once you get this out there and you’re practicing Prolific Marketing and its WORKING, you get the rush of MONEY COMING IN!! There’s NOTHING like having the orders come in by email saying, “Hey, you just sold another book,” or “You just sold another SLEW of books!” That’s a rush in itself! On one level, it’s like at the end of a contest it’s pronouncing you as the winner. This was the score card. On another level, you know that it means survival. It means luxury. It means a lot of things to you emotionally. So, I think there are a lot of different things going on. I also think that you tell your brain that this is what you want more of. I’m a great believer of this. This will tie into the next point that we’ll talk about in a second. But, under this Prolific Marketing, when I am honoring the ideas that come up from my mind, I’m also telling my mind that I want MORE of these. So, more keep coming. Sometimes, I admit, I want to turn it off, so that I can take a break. Apply for Dr. Joe Vitale’s 40ecutive Mentoring Program at http://www.joe-vitale-executive-mentoring.com/info.html Invincible Marketing: A Special Report by Dr. Joe Vitale – Page 41 Jeff: Sure! Joe: But at the same time, it IS a GENUINE endorphin type of rush. I’m enjoying the process of these things. I mean I LOVE my books. I LOVE the fact that people comment and appreciate them. I’ve got a book coming out on March 7 th. I’ve got my Barnum book coming out in April. I have another book coming out in August. I have Hypnotic Writing coming out in print in September or October. The paperback version of Attractor Factor will come out later in October or November or something like that and I’ve got many other projects in the work that I don’t even have time to even EXPLAIN right now. But, they all have a JOYFUL process that I’m addicted to in some ways. I mean that as in a POSITIVE addiction, not a negative one. There’s actually a book out there called Positive Addiction. You can be positively addicted to athletics, to working out, to running, to writing, to any of these things that are actually good for you! So, I would say those are the kinds of things going on. But Prolific Marketing is number five and it’s another secret to success to be invincible with marketing! Apply for Dr. Joe Vitale’s E41cutive Mentoring Program at http://www.joe-vitale-executive-mentoring.com/info.html Invincible Marketing: A Special Report by Dr. Joe Vitale – Page 42 Jeff: I think it’s a vital truth. You mentioned that this leads us to your next point. Tell us what that’s about. Joe: Well, number six I call Intentional Marketing . Now, Intentional Marketing ties into The Attractor Factor. So, hopefully everybody on the call has read The Attractor Factor. If not, get to the bookstore or get over to Amazon and pick up a copy. It’s called The Attractor Factor: Five Easy Steps for Creating Wealth or Anything Else from the Inside Out. Now, I won’t take the time to explain all five steps here, but let me talk about ONE of them. There is a rule in psychology that says you get MORE of WHATEVER you focus on. Now, the vast majority of people focus on their problems, their debts, their pain, their aches, they’re gossiping and as they do all of that they are stuck on that level and from The Attractor Factor standpoint they just attract more of it. They don’t know it because they haven’t read The Attractor Factor or they are unconscious to the process. I mean we’ve all been there. I’m not saying that I’m any better than anybody else. I still fall into that category from time to time, but I have people, mentors, or partners, or friends that can help pop me out of that just by hanging around them. Well, this ties into marketing, too. Apply for Dr. Joe Vitale’s 42ecutive Mentoring Program at http://www.joe-vitale-executive-mentoring.com/info.html Invincible Marketing: A Special Report by Dr. Joe Vitale – Page 43 Intentional Marketing means what is your goal for your marketing? It means declaring an intention or an outcome that you want to obtain with your marketing. That could be as simple as making, I don’t know, $5000 a month selling your new ebook or it could mean selling $500,000 a month of something or other. It could mean you want to sell out a business! It could mean that you are looking for a partner. It could mean a number of things. The essence of the Intentional Marketing aspect of this is KNOWING with the utmost clarity what it is that you want to achieve, because that is the TARGET that will direct your mind and body to go towards. This is The Attractor Factor at work! The clearer you can be about the outcome that you want, the faster that you will go towards it. Now, this again, is very psychological. I’m into psychology. I’m into metaphysics. I’m looking at the inner and the outer person. When you state an intention, not only does your body and mind get into an alignment to in the direction of that intention, but you also send an invisible signal [this is like a magnetic signal, like a vibrational signal] to the Universe and that Universe, whatever you want to call this big ball of energy that we are all part of, starts to rearrange itself to make your Apply for Dr. Joe Vitale’s 43ecutive Mentoring Program at http://www.joe-vitale-executive-mentoring.com/info.html
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