Inner Game and Direct Response Marketing
Jassen: So, the next step is this whole mental thing. Staying focused, motivated, you know, working on; you know really keeping with it…
James: Oh, come on this is all touchy, feely kind of stuff; this doesn’t really matter, does it?
Jassen: Oh, yes it does. Hey, what was it you said on the inner game call, something about if you’re not touching, feeling now, you’ll come around eventually?
James: That’s right.
Jassen: Isn’t that what you said, James.
James: I did, I think I did say something like that. A lot of people, they hear this stuff and they immediately just turn us off so, if you’ve zoned out because we’ve started to get all philosophically on you and stuff sorry to hear that, but you know, listen to the CD again, and maybe in a few months maybe you’ll come around by then. But, it’s a hugely important part of being in business.
Jassen: It is and you know, in the interest of time, I only want to touch on one thing in relation to this.
James: Okay.
Jassen: And we do have bonus downloads and you know, entire CD’s to talk about…
James: Yeah, what section is the bonus download for this? Is this under…
Jassen: That is a good question; I need to look that up.
James: Oh, Goals and Personal Development.
Jassen: There we go.
James: Okay.
Jassen: Goals and Personal Development actually covers this step and the next step.
James: Okay.
Jassen: So, you know, that’s where the inner game stuff is, we have another CD called Inner Game where we talk about this in depth, but the big thing here is this whole thing called the law of attraction.
James: Yeah, this is really hot right now.
Jassen: It is because of a DVD and a book called, The Secret, a lot of people are… There’s this huge buzz about the law of attraction and I’m curious to see how long that’s going to last…
James: Yeah, you know, it’s so funny because this stuff has been going on for hundreds of years, there’s been authors writing about it there’s you know, all of the self help and personal development type people have been talking about it, but they haven’t’ been pulling it out and saying, okay, law of attractions the big one…
Jassen: Right.
James: …it’s all been part of this process and, you know, people want to talk about it, but now that this one book has come out there’s been a lot of buzz about it and yeah, I’m curious to see how long it’ll stay in the limelight as well.
Jassen: Yeah, so just to define the law of attraction, it says that you attract into your life that what you think about most.
James: Yeah.
Jassen: So, if all you ever do is worry about your bills, then you’re just going to get more bills.
James: Yeah.
Jassen: Whereas, if you kind of change your mindset and this has been an ongoing process for me…
James: It’s ongoing for everyone.
Jassen: Even for you?
James: Yeah, everyone. Yeah.
Jassen: Well, you’re saying you’re not perfect and you’re not there yet?
James: I’m constantly improving. So, even where I was five years ago I feel like I’m a lot better off now, but I’m still trying to make better improvements.
Jassen: Okay, the core of that is, and I like using the debt versus the wealth mentality to give you an example, but if you think about debt you’re just going to get father in debt, whereas if you focus and concentrate and dwell on building income, you know, generating an income, building wealth, then that’s what you’re going to attract into your life.
James: Okay, now that’s like the philosophical way of approaching it…
Jassen: Exactly.
James: …I’m very, you know, if you don’t want to get into the philosophical feely stuff then look at it purely from a practical sensible point of view.
Jassen: There you go.
James: If you start looking at what can I do in order to get myself away from this situation, focus on where you want to go, well guess what, you’re going to take action and to do things that are positive.
Jassen: That’s right.
James: If you focusing on woe is me I’ve got bills, then guess what, you’re not taking action toward a solution. So, I am personally the touchy, feely, you know I believe all that stuff, but at the same time I used to be like, you know that’s such a… just give me some practical stuff to implement.
Jassen: Right.
James: Okay? Well, it’s both and I’m showing you how to look at it, that if you can’t get into it on a touchy, feely level then go for it on a practical… Listen, if you look at where you want to go and you say, okay, now what can I do to get there and you start taking action toward that don’t think about the negative side of it, don’t worry about the debt, just move forward and practice that then I think that’s a very practical way of thinking of the law of attraction.
Jassen: Yeah, I mean, in a practical sense it’s like you’re saying, basically to what I’m hearing is what you focus on is what you’re going to take action on.
James: Yeah.
Jassen: So, you’re better off taking action on building a business and generating income and wealth than you are to focus on debt and generating more debt…
James: That’s right.
Jassen: …through either activity or inactivity.
James: Alright, you got bills? Stop spending, and start focusing on earning more money.
Jassen: That’s right, a pretty simple equation.
James: Yeah.
Jassen: Okay. Step six is all about personal development. You know, the first the majority of this CD was steps one and two talking…
James: Hold on one second.
Jassen: Okay.
James: Do we have two steps sixes?
Jassen: What’s that? Yeah that’s right, I forgot I mis-numbered them.
James: Oh, okay so we really had seven steps. Lets do this we’ll have six steps and we’re going to give you a bonus step.
Jassen: There you go the bonus step.
James: Yeah, so this is the bonus step we’re talking about, which if you’re keeping track is step seven.
Jassen: I’m sure we’ve complete confused listeners by now.
James: I’m sure. So, this is the bonus step.
Jassen: The bonus step; personal development.
James: Yeah.
Jassen: You know, the first two steps talked about setting up your business and that’s when we talked about the majority on this call because it’s kind of the real meat here, but once you’ve got something set up don’t just stop, keep learning. Learn how to improve things. You know, we talk a lot about continuous and never ending improvement.
James: Yeah, that’s from Tony Robbins, he calls it CANI, it’s based on the concept of Kaizen.
Jassen: Okay. The, you know, continuous systems improvement, learning more about business and you know, I talk a lot about this…
James: Yeah.
Jassen: …the most important thing you can learn about business is probably marketing.
James: Oh, yeah, marketing, focus on marketing first, yeah.
Jassen: I mean, once you understand marketing, a whole new world opens up to you.
James: It does.
Jassen: Now, there are many schools of thought about marketing, there’s a lot of stuff out there, but I personally believe that for an online business what people should focus on from, you know, if they have limited time, a full time job, you know, family responsibilities, etc…
James: Go where the fish are.
Jassen: Exactly.
James: I mean, doesn’t that make sense?
Jassen: Yeah.
James: You don’t really have time to really learn marketing and get traffic to your website…
Jassen: That’s right.
James: …go to websites where there already is traffic. Go to Ebay, go to Amazon, go to Google Base, go to a Yahoo Store…
Jassen: Right.
James: …go to these different places that already have people that, you know, you already have eyeballs on the website now you just want to put your pay job where eyeballs are going to be looking at your thing.
Jassen: Right, and once they do have the time to work on their marketing, education, and self knowledge; this is kind of my list, direct marketing…
James: On the internet?
Jassen: Yeah.
James: Okay.
Jassen: Well, okay, let me ask you, James, is internet marketing any different than regular direct marketing?
James: You know, I think I mis-heard you. When I heard direct marketing I immediately thought of direct mail.
Jassen: Oh, okay.
James: Are you talking about direct response, like you know…
Jassen: I’m talking direct response to marketing.
James: Okay. Okay.
Jassen: Which is what internet marketing is.
James: I would agree, it’s measurable, you know, if you want to put out something and find out what your results are and hold it accountable.
Jassen: Right, and you know we have an entire marketing CD. Another individual that puts out a lot of incredibly great information and about direct response marketing is Dan Kennedy.
James: Oh, don’t tell everyone his name, he’s too good. 
Jassen: Oh, come on.
James: Yeah, Dan Kennedys’ got great stuff he’s got some really inexpensive books and some very expensive boot camps…
Jassen: Right.
James: …and full courses and stuff, so start with the books and I think you’ll like what he has to say.
Jassen: Yeah, and another area where I think people can really help them boost the response rate in ratios on their listings is copywriting.
James: Yeah.
Jassen: Learning copywriting is a really great skill to learn.
James: Now, let me just give a quick example because I know we’re running low on time, but here’s the idea of copywriting. If you have, you know, you put up an auction on Ebay and it gets, you know, twenty-five viewers, if you’re converting one out of twenty-five well then you’ve got that sales ratio.
Jassen: Right.
James: If you can change what’s written on that page and not convert one out of twenty, well, now you’ve improved what you’re getting from the same auction.
Jassen: Right.
James: So, that’s a good way to improve it. You don’t have to bring anymore traffic, you’re now trying to convert more people for that particular page.
Jassen: Right, and by copywriting we’re not talking about, you know, the “c” with the little circle around it…
James: No.
Jassen: …and the next to it.
James: Yeah, we should just call it something else. We should just, you know, writing advertisements.
Jassen: Yeah, that’s what copywriting really is, it’s kind of the psychology and the science of how to write advertising.
James: Yeah, write sales letters, writing sales copy, yeah, we should try to differentiate that in the future.
Jassen: Sure, we should. Now, I do want to put in a plug for one of our other projects.
James: Which is?
Jassen: We have a blog where we do all kinds of marketing tests and we test all different kinds of headlines and you know, a lot of what we do is really testing different marketing messages…
James: Yeah.
Jassen: …and different marketing media.
James: And that’s the video, audio stuff that we have on the…
Jassen: Yeah, we have all kinds of audio visual stuff, text on the blogs and you can access that, it’s completely free and you can access that at ruthlessaccountability.com
James: Okay.
Jassen: Last thing I want to talk about before I sign off.
James: Okay.
Jassen: Once you have started building a business, you know, you’ve got some things out there and you’re starting to set some goals, work on your inner game, the whole, you know, mental stuff, you’ve got your record keeping, you’ve got an entity formed, and you’re kind of chugging along. Start looking at ways to grow your online business. We talked a lot about this with the niche selection thing, but look at related niches, different products within your existing niche. Look at additional market platforms…
James: Yeah.
Jassen: If you’re making $500.00 a month on Ebay, well, why not carry that same thing over to Amazon?
James: Yeah, I would agree. You may not do $500.00 a month on Amazon, you may only do $300.00 a month, but it’s $300.00 more.
Jassen: Exactly, and all of a sudden you’re at $800.00 a month…
James: Exactly.
Jassen: …with really not a lot more in fixed expenses.
James: Yeah, now, you know, for people that are having a hard time with some of the numbers we’re using, lets say its $100.00 on Ebay and now you can go to Amazon and make $50.00.
Jassen: Right.
James: Okay. So, use those numbers.
Jassen: Yeah, so, you know, expand into different niches, products within a niche, add, you know, an additional market place by which I mean sell stuff on another website, you know, learn more about marketing, lets see learn more about marketing, learn more about marketing…
James: Let me sense a pattern here. Do you maybe want people to learn a little bit more about marketing?
Jassen: Yes. Marketing is where it’s at, there’s a reason, James, where I always say marketing is our favorite topic to talk about.
James: We always end up talking about it.
Jassen: You know, it doesn’t matter what we’re talking about, we can be talking about starting an online business, we could be recording a real estate CD, we always come back to marketing and there’s a reason for it.
James: So, you mean the accounting and finance calls about marketing and the business selection calls about marketing…
Jassen: Actually, I think we did spend quite a bit of time on the accounting call talking about marketing.
James: Well, that’s the thing, we have to try to like get ourselves back on track and so I say ‘ok lets talk about accounting again’ because marketing is so important and it’s related to all these things .
Jassen: It is and, you know, a lot of people that start say a local business, you know, take an electrician; an electrician can be incredibly great at being an electrician.
James: He could be the best.
Jassen: He could be the best electrician in town and by background I’m an electrician…
James: Really? Oh yeah, okay.
Jassen: Yeah, I was an electrician in the Navy for five years.
James: That’s right.
Jassen: And that’s why I use that example all the time, but by trade, I’m trained as an electrician. Well, you can be the best electrician in the world and you can have the best service, you can have the best rates, you can have the quickest response time, but if you can’t put out marketing to get clients to call you…
James: You’re going to starve.
Jassen: You’re going to starve.
James: Yeah, that’s true.
Jassen: So, no matter what business you’re in everything comes back to marketing eventually.
James: I agree.
Jassen: So, have we hammered that home hard enough, you think?
James: I think so and I think we’re way over time.
Jassen: We are we are. James, I appreciate your time, thanks for joining me on this call.
James: You’re welcome, I had a great time.
Jassen: Yeah, this was a great call and I look forward to talking with you in the future, probably about marketing.
James: That sounds good, alright thanks, Jassen.
Jassen: Thank you, James, bye, bye.
Until my next post,
James
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