Support History With Bill Romer

Dainis,

AH HA! Excellent, focused questions:

“So, really, it’s the offer I wish to work on. It’s conversions I wish to increase. What is a compelling offer to someone with tinnitus? Why is my free program not converting more folks? When will they cross over and be desperate to give me their money?”

1. What IS a compelling offer to someone with tinnitus?

I presume it’s a safe, non-intrusive, fast, easy way to reduce ringing in their ears and improve their hearing by some measurable or even subjective amount. A specific, excited, genuine testimonial would probably be the biggest help in creating a headline for an offer like that:

“How A 63-Year-Old Man Was Able To Reverse His Tinnitus, Improve His Hearing, And Finally, CLEARLY Hear A Little Girl Say, ‘I Love You, Grandpa’… And How YOU Can Use His Secrets To Regain Your Own Hearing”

(or something like that – probably needs a little work and definitely some testing, but you get the idea)

2. Put that offer/headline/sales letter – and nothing else – on a squeeze page as a video, or with text (Brian’s template would be a good start), and send people to a membership sales page after they join your list AND as an exit splash/popup if they just leave your squeeze page.

3. Using articles, forum posts, PPC, or whatever means you choose to drive traffic with that specific message – hearing improvement and/or relief from ringing (ooh, that has kind of a nice “ring” to it ;-) – to as many people as possible, sending them all to the squeeze page.

4. Share stories, tips, and whatever else you share in your free email series with the people on your list.

5. Repeatedly mention your membership and its benefits to people – with a link to a membership sales page – but definitely in between providing great content on a regular basis.

6. Survey your (hopefully) growing list with very specific questions – either in an automated way, or on the phone, as Brian suggests.

7. Create content and products that they say they want, and sell the products to them!

So, that one offer becomes the anchor and focal point for all of your marketing, and you start putting very specific people onto your list – people you can interact with and REALLY start to find out what they need.

I think your free program may not be converting because it gets lost in the midst of the other things on your site – non-specific testimonials, a donation link, blog posts, etc.

I think (again, needs testing) you would have better results if you drove people with very specific needs, using very specific marketing messages, to a single, focused page that offers them specific, free tips. THEN, once they’re on your list, you could start digging deeper, offering them more information, testing other offers, etc. You then have a captive audience, as long as you maintain at least some link to that original offer or to other needs that they share with you.

Basically, I don’t think you can say exactly what people who visit your site think without asking them, but I would guess that they’re a bit unclear about it all.

The above model would be a very focused campaign that should bring you even more valuable customer information over time.

When you asked those questions in your email, I suddenly had some clarity on how to reply, so I hope this helps, as I also hope your call with Brian does.

Bill

On Wed, Oct 14, 2009 at 5:57 AM, Dainis Michel <dainis@dainis.net> wrote:
Bill,

Thank you very much for your reply. As transparently as I can put it, CureTinnitus.org is nowhere near meeting its costs yet. I’ve funded the site for over a year, and I’ve basically worked on it full time. My goal is for membership to increase enough so that I can take a $5000/month salary, and then let mindfully managed money make CureTinnitus.org into a worldwide tinnitus relief, healing, and assistance platform. The not-for-profit status is what seems to be the most appropriate vehicle.

The donations I’ve received have been more like “thanks for the help.”

Basically, to “do” a non-profit right would take about 6 months and $20,000. That’s my estimate. And we’re not ready until we have the money. If a hollywood star with tinnitus (and there are a good number of them), would plunk down $50K, then poof, we’re a legit NGO, based in Vienna, and in contrast to other NGO’s, we don’t cost $35 per year, but we cost $50 to join and $25/month.

Now, in a sense, since right now, the business is basically operating as “me.” It’s also how I have to claim the income in Austria, so that’s legit.

Basically, I’m not sure if buyers really care. They see the site, assume it’s an organization, and will spend money based on the offer they see.

So, really, it’s the offer I wish to work on. It’s conversions I wish to increase. What is a compelling offer to someone with tinnitus? Why is my free program not converting more folks? When will they cross over and be desperate to give me their money?

OK, I’m looking forward to my session with Brian, though I am going to have to be at a cafe (with a totally psychedelic background that is close to my daughter’s kindergarten. Their WLAN sometimes goes in and out, so I hope the call goes well on the tech end :-)

Best,
Dainis

On Oct 12, 2009, at 9:15 PM, Bill Romer wrote:

Hi Dainis,

So sorry for my delayed reply. It’s taken me a while to wrap my mind around your email (and it seems I’ve overcommitted myself recently – my apologies).

OK, now to your email…

I understand you may be talking directly with Brian soon, so I will simply add my own interpretation of Brian’s comments and some thoughts of my own…

After attending a charity even this past weekend, I think I see where some of your problem might be – the confusion between profit and non-profit organization, and possibly your organization’s focus and the way it is perceived by your prospects.

When I visit curetinnitus.org, it strikes me first as more of a commercial site, where someone is trying to sell me something. Now, there’s nothing wrong with that, but having a donate link at the top of the page makes the commercial intent seem ambiguous – are you going to sell me a membership or ask for donations?

On the other hand, if your whole intent is to create a non-profit organization, that does not mean you should not market *hard* to your audience, but you will almost certainly need to do it in a different way.

I don’t know the intricacies of setting up non-profit corporations in the US or Europe, so I can’t give you any direction as to structure, funding, etc.

However, I can suggest you look at the marketing campaigns of other large non-profit organizations – the ATA, for example, or those “sponsor a child” organizations.

The appeal in those messages is always to the mission, a higher cause, the struggle of individuals, personal stories and tragedies, “evil” that must be overcome in the world, sharing the wealth with those less fortunate, beating a disease, “how can you sleep at night knowing that 1000′s of children are experiencing …?”, or even just support for a particular profession – audiologists, maybe?, etc.

In most of those messages, what I see are causes and concerns that are greater than ourselves, but which we can support through our donations.

I sponsored a child for a long time, and my money didn’t even go directly to the family – it went to a fund setup specifically for that village, to create infrastructure, business, and sustainable societal institutions for the community. At one point, the work was “finished” in that community, and the organization moved on to other needy locations.

I guess what I’m saying is that non-profit organizations are driven by missions and “higher callings” (in my opinion), and not so much memberships to provide information. But they *still* need to market *hard*.

Of course, medical and other types of associations create memberships that provide: discounts on scientific publications and conferences, peer-reviewed journals, access to information libraries and research, political lobbying on behalf of the members and their issues, and sometimes insurance benefits as a bonus.

OK, I’m getting off on a tangent now…sorry.

I guess my point is that you should probably pick one of these paths and focus there.

To me, the non-profit approach would be more like, “Here’s what we do at the Foundation for Curing Tinnitus (or whatever)…,” “We need your help in providing X to [these people],” “Your membership in our organization helps us continue vital research with the hope of one day eliminating tinnitus for good” [or something like that].

See what I mean?

I can’t or won’t recommend what type of business you should focus on, much as I would like to, because I would probably be wrong in the end, just as I don’t like to comment on “good” or “bad” copywriting – it really comes down to testing.

From that perspective, have you spoken with any of your current members to find out their real motivation behind purchasing your membership? Now THAT’S testing, and those answers would be invaluable in growing your business. Do they just want information, or were they drawn in by the donation link?

Again, my apologies for this delayed reply.

I hope this helps a bit, until you have a chance to speak with Brian directly.

Bill Romer

On Tue, Oct 6, 2009 at 5:44 AM, Dainis Michel <dainis@dainis.net> wrote:
Hi Brian, Bill, and Team,

Reply below…

On Oct 5, 2009, at 5:46 PM, Brian McElroy wrote:

Hi Dainis,

Thanks for sharing this with us, it’s extremely helpful.

There is ONE BIG HUGE THING that jumps out at me
when I go over your curetinnitus.org material, and that
is the word “DONATION.”

In my mind, that one word puts your project in the non-
profit realm… which is a big reason why it’s not making
much of a profit!

OK, that is something I’m willing to test. I’ve gotten just under $200 in donations, so we know a “trickle” is possible. Should I just remove the “DONATION” link?

Here’s some background. Though I am not a non-profit yet, I actually would like to become one. My gut instinct is as follows: some wealthy folks will give me a whole lot of money to work with, based on the help they receive from CureTinnitus.org.

With 1,000 members, instead of keeping the money for myself, what I would do is create a salary cap, likely at 5,000 Euro per month. Everything else would be used to help people get better from tinnitus, to help improve the educational platform, to spread the word, and to influence national tinnitus associations.

My structure has been to go for both member dues and donations.

Hmm…a super kick-ass donation-getting sales letter might make a difference. What do you think about that?

If I move completely over to the “commercial service” side of things, then I also have to think about the future of the organization. It’s intentionally a .org. The ATA (The American Tinnitus Association) has a budget of about 1.5 million per year.

My organization is completely unique in that we research health and not disease. If you’ve read “The Science of Getting Rich” by Wallace D. Wattles, there is a very interesting section on how the study of disease has caused more disease, and how the study of health promotes health. Yet, I wish to not “overwhelm” or “compete with” the ATA, I wish to “influence and inform” the ATA. Frankly, I want to donate to the ATA and specify how I want the donation used.

Is there a way for us to test these ideas out?

I do own some tinnitus-related .com domains, and I’ve been thinking about selling more expensive bundled packages…so that could be a way to test out a more commercial option.

What steps do you recommend?

I think you can seriously ramp up sales, but in order to
do so you’ll have to market harder (that means sell
sell sell).

I will show you how I am marketing by including my autoresponder series in my business plan. What has brought us together is that, frankly, I’m a bit surprised to receive “market harder” and “sell sell sell” from you, since I figured you would say “market smarter” and “compel compel compel.”

How can we combine the two?

My initial analysis is that technically speaking you can
accomplish anything you put your mind to, but your
mindset is holding you back from achieving your goals.

Your thoughts?

I am open to hearing what about my mindset you find is holding me back.

Regarding my thoughts, this comes up from an email from John Carlton titled “How to fix cluelessness…”

Making your biz work is only partly about your mindset.

The bigger part… is learning the step-by-step system to winning
over prospects, and persuading them to act.

You get that part down, and you’re off to the races.

…I have a pretty good process for mindset. Meditation, prayer, EFT, etc. However, I wish to learn from you, so if I take your words as true, then I find this:

I have a deep connection with integrity. This is my perception of integrity: consistent kindness and honesty. So, Integrity = Kindness, Honesty, Consistency. Now, as a result, I’ve sometimes shot myself in the foot. I’ve erred in external kindness without being kind to myself. I’ve made promises to do work for less than what I deserve, and then I’ve completed the contracts without adjustments. I’ve been taken advantage of, and as negative as that has been, when I make deals with people now, there is a resonance there, and people know that what I say happens. I do what I say. And that has power.

Keeping with your comment, looking into my mindset, I can find a kind of negativity attached to selling. I am just working through realizing that I’ve been a chronic giver, and that actually, my chronic overgiving has a lot to do with tinnitus. I’ve had people who experienced great suffering in my immediate surroundings, and, in the past, I played the role of punching bag, comforter, helper, giver.

That’s what comes up when I take your words to be true. I’m open to learning from you what kind of mindset changes you suggest. One thing I can certainly say is that I have methods at my disposal for integrating mindset changes and that I am open to learning from you and your team.

Warm regards,
Brian

Thanks Brian! :-) Warm regards to you too!

As you know, I am enrolled in John Carlton’s SWS, so we can reference those techniques when we talk about increasing conversions at CureTinnitus.org.

Another thing that may be holding me back is uncertainty regarding where I should focus my efforts to generate a large amount of income quickly. I have multiple projects going, including:

http://www.biochor.at
http://www.urine-therapy.org
http://www.curetinnitus.org
http://www.music-composition-studio.com

and I even made an experiment with what I thought could be a cash-getting niche site at
http://www.vaccine-facts.com

and I have some “dropped projects” like
http://www.rglohjahwwans.com
http://www.sustainable-bliss.com
http://www.c-mom.com
in my efforts to gain healthy wealth.

…and then I would actually like to finish my doctorate…which is only held back by the amount of money I make per month.

So, really, I have a bit of hesitation:

1) Is CureTinnitus.org the right place to place all of my efforts?

…but I don’t want to place all of my efforts there.

What I want is for CureTinnitus.org to grow exponentially and quickly to 1,000 members and beyond. I wish to have enough money at my disposal to run a team (I’ve worked very well with teams in the past) that helps me not only profit but “do good” on earth.

2) Geeze, should I do a marketing campaign to help local businesses with “local search” and local internet marketing? Would that provide me with wealth that does not consume my day?

I have contact with people who know how to revitalize water, who know how to grow food on vertical facades in cities (completely busting the overpopulation myth), and I practice urine therapy, which is a goofy, but scientifically proven and powerful healing modality.

So, essentially, I have a sense of urgency, and my “tipping point” will be when orders start flowing in daily. Many told me that “I’m all over the place,” so I concentrated almost exclusively on CureTinnitus.org for one whole year. I’ve “tested” various mindset and lifestyle choices, and I’ve been willing to risk.

This was a long email and I hope it will prove rewarding for all of us.

Sincerely,
Dainis

PS: If I ask myself how we can shorten our correspondence, how we can be more efficient, then focusing on “what is a compelling offer?” comes up as an option. What do you think?

On Mon, Oct 5, 2009 at 9:26 AM, <dainis@dainis.net> wrote:
I’ve shared a document with you:

CureTinnitus.org Business Plan
http://docs.google.com/a/infor...#038;hl=en

It’s not an attachment — it’s stored online at Google Docs. To open this document, just click the link above.

Hi Brian and Bill,

This is a link that lets you get right into my CureTinnitus.org Business plan. You can make comments right in the document itself, if you like. You’ll see my goal, and I look forward to your suggestions regarding how I can reach it.

I was thinking that it might also help for you to be able to see my email autoresponder series, so I will make that available to you as well.

Please let me know any additional information (or summarized information) you would like that will help us move forward.

Sincerely,
Dainis

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