Clayton Makepeace’s Online Profit Multiplier Coaching Program

1. Clayton Makepeace’s Online Profit Multiplier Coaching Program Instructional Session #1 n How I structure huge “win-win” deals with clients n What you’ll need to get started n How to plan a highly effective campaign for YOUR company or product n How to write a script that will have prospects begging to order

2. Online Profit Multiplier Campaign Strategy Invitations to Event Registration Page Event Sales or Action Page Non-Registrant Invitations to Video of Event PPC and Paid Invitations to Video of Event

3. Online Profit Multiplier ... • 1. Produces enormous response for event • 2. Establishes spokesperson as prospects’ champion • 3. Eliminates the drumbeat of daily promotions • 4. Extends average customer lifetime and value • 5. Produces high response rates • 6. Never gets old • 7. Can be used to sell products or services or to qualify leads

4. Win-Win Deals: The Object of The Game 1. To test the effectiveness of event-based web campaigns 2. To gain experience with campaign marketing and events 3. To create the basis for a long-term relationship

5. Win-Win Deals: Partnering is The Key! Business Owner Provides: n Talent for the event n Prospect/customer list n Website with shopping cart n The product and delivery n Payment of online hosting charges Copywriter/Consultant Provides: n Promotional strategy n Copy for e-mail invites n Copy for script n Copy for sales page n Copy for follow-up e-mails

6. Compensation Strategy Three Simple Formulas: GR – HC = NR NR x CR = CC NR – CC = NP

7. GR – HC = NR Gross Revenue: Total sales revenues generated by the campaign MINUS Hard Costs: Event hosting, product, S&H, etc. EQUALS Net Revenue

8. NR x CR = CC Net Revenue MINUS Consultant Commission Dollars paid to consultant EQUALS Business Owner’s Net Profit

9. NR - CC = NP Net Revenue TIMES Commission Rate: Percent of net revenue paid to consultant EQUALS Consultant Commission

10. EXAMPLE: List Size: 100,000 Attendees: 15,000 (10%) Sales 1,500 (10%) Average Order: $500 Gross Revenue: $750,000 Hard Costs: - $250,000 Net Revenue: $500,000 Consultant Commission: $50,000 Net Profit: $450,000

11. Advantage to Business Owner 1. Fast start-up 2. Lower cost & risk 3. Better response 4. More money Advantage to Consultant 1. Attracts new clients 2. Zero cash investment 3. Great money FAST 4. Relationship equals income stream

12. Consultants: • Use OPM to Build Your Business • 1. Pick your niche • 2. List the players • 3. Study the leaders • 4. Make them an offer

13. What You’ll Need to Get Started 1. A computer 2. A web host, website, shopping cart, merchant account and autoresponder service 3. PowerPoint Software 4. A video camera 5. An event host

14. Each Campaign Consists of Three Phases ... Invitation Phase (Five to Seven Days) Event Day Post-Event (Seven to 14 Days) The Event Anchors the Entire Campaign

15. Your Event Driver: The Reason Why your prospects will not want to miss your event – the BENEFITS they’ll receive for attending

16. The Crucial Questions: “What are My Prospects Dying to Know RIGHT NOW?” -OR- “What Kind of ‘Happening’ Would Be Impossible for My Prospects to Ignore?” -AND- “What Kind of Special Freebie Could I Give Away During the Event to Increase Attendance?”

17. -AND ESPECIALLY- “How Can I Create an Event That Leaves My Prospects Champing At the Bit to Act NOW?”

18. Event Driver: Your Prospects Will Feel Compelled to Attend Because You Will ... • Ease a fear • Eliminate a frustration • Solve a problem • Satisfy a desire • Satisfy a curiosity • Fulfill a need

19. Speaking of Needs ... Meet Abraham Maslow

20. Most Compelling Fears, Frustrations, Problems, Desires and Needs Include ... • Personal Safety • Job Security • Financial Security/Independence • Health • Romance & Sex • Marriage & Relationships • Successful Parenting • Social Status/Respect • Success With a Hobby

21. Rules of the Road • The Event Driver Must ... • 1. Be Salient and/or Present • 2. Connect to the Action Device • 3. Render Attendees More Likely to Act at the End of the Event

22. Your Event Theme: • The Reason Why you’ve chosen to host an event • News • News of the Store • How-To • Pursue a Passion • Entertainment/Star Contact

23. Event Formats • 1. Teleconference • 2. Webinar • 3. Webcast • 4. Q&A • 5. Infomercial

24. Typical Script Outline: • 1. Establish Spokesperson’s Credentials • 2. Dimensionalize the Problem • 3. Identify the Enemy • 4. Empathize • 5. Paint a Word Picture

25. Typical Script Outline: • 6. Present Actionable Information or Content • 7. Present the “Ultimate Solution” • 8. Call to Action • 9. Present “the Horrifying Alternative” • 10. Final Call to Action

26. REMEMBER: 1. There’s No Time Limit; But Shorter is Better. 2. Dialogue – NOT Monologue 3. It’s All About the Content – NOT Production Value 4. Add Controversy & Surprises

27. REMEMBER: 5. Substantiate Facts and ALL Claims 6. Ratio of Valuable Content to Call to Action: Five to One 7. Your Mission is to Make the Purchase Inevitable – NOT to Close the Sale 8. Add Scarcity 9. KISS the first time around!

28. Action Items: 1. EVENT DRIVERS: Identify the kind of information or experience that will compel prospects to attend 2. EVENT THEME: Identify the rational you’ll use to explain why you’re doing your event 3. EVENT FORMAT: Identify the type of event that will best enable you to deliver your content in the most impactful way

29. 4 BASIC NEEDS: Identify the hardware and software you’ll need for the Event Format you’re planning 5. EVENT FREEBIE: Identify the extra free gift prospects will receive for attending 6. BEGIN WRITING YOUR SCRIPT 7. GET READY FOR SATURDAY!

30. Questions?