The recipe for a $200K per year job
- Thread starter vladi
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Okay...I'll play devil's advocate.
By simply signing up with Google Local (which is free), businesses can get their listings on the top of Google for target keyword searches in the local business results feature.
Why would they pay for something that Google offers for free?
By simply signing up with Google Local (which is free), businesses can get their listings on the top of Google for target keyword searches in the local business results feature.
Why would they pay for something that Google offers for free?
You assume too much.. and give far too much credit to most businesses.
Most businesses, smaller ones, which this idea is based upon look at the internet and see Chinese. What I mean by this is that sure, we know the rules, what to do, where to go for traffic, but they see a math equation that intimidates and confuses the shit outta them. They also typically just want the fastest and easiest way to get listed somewhere, and don't want to babysit/monitor anything even if they have to pay for it. In fact, I've seen many times that businesses will go for something thats paid over something free, because they think that the paid version is a higher caliber and will get them the best results.
The single best thing about this is what I've labeled them as the "monkey see, monkey do" syndrome. This is when a business, typically small ones or local/offline ones, will pay for a listing or service that they will NEVER convert on or get calls/leads/sales from, but do it anyway, because EVERYONE ELSE IS. This rule applies for the Yellow Pages.
When I was building directories instead of going by what people said online about trends and shit, I just went around asking friends of mine who had their own offline biz or who's parents have their own businesses for many years. I asked them a simple question: "Do you pay to be listed in the Yellow Pages?" -- every single one of them said yes. My second question was: "Does it get you any business or leads?" -- Almost all of them said NO. So I followed up with: "Well, if it doesn't get you any new business ever, why do it?" They answered with: "Because everyone else/our competitors are listed, so we have to be too".
Well shit, that last answer makes no real sense. See, its a psychological approach. If you're a brick and mortar store or provide some kind of service offline, the oldest rule in the book was always "advertise in the Yellow Pages". But no one ever said it would work!
Look at how poorly all of these local offline directories such as the Yellow Pages are doing these days. They are reducing or completely dissolving out their offline prints of the Yellow Pages. See, their biggest business in terms of distribution and users have always been NEW HOMEOWNERS. But with new homeowners these days being younger or savvier by relying on the internet, that's caused a very sharp decline (it will kill the Yellow Pages offline completely within 20 years at most) that can no longer be ignored by these directories.
The businesses don't really know about this serious decline, so even if they do advertise or get listed there, they don't realize that all of these potential users are now going online. They don't want to be bothered with learning how to get listed, because they want to focus on whatever it is they do for their business, and would MUCH rather pay someone else to handle the "hard stuff" of advertising on this giant thing we call the internets.
I know this is a long ass answer.. but you can't have a simple answer for a simple question until you know the full and in-depth reason why things like this work so well. To every simple question, there is always a plethora of background information you need to learn before you can dive into something new like this.
This is the secret answer to the WHY. The first post of this thread is the answers to the HOW, WHERE and WHO. Now all you have left is to get off your ass and DO IT. Because now there is no excuse for you not to. If you're too afraid or don't have the time/cash, stop wasting our time here and go play video games. But remember, even though you'll find 90% of the work and instructions on how to do this, you must ALWAYS add your own spin on it, and do what works best for you.
We can't hold your damn hand through the entire process, so stop being a baby about it and just do it.
@Jon
Thanks for the reply. Your answer makes complete sense.
But you can save the "forum tough guy" act for your boyfriend.
Thanks for the reply. Your answer makes complete sense.
But you can save the "forum tough guy" act for your boyfriend.
Great reply Jon, but I have to add my own experience to this:
While you're certainly right about one thing - people are like sheep! - I have found that anybody starting an online directory for offline businesses is late to the party.
Before I start my rant, I will just say once again, people are idiots! I have a directory for my local area that sends more traffic to my clients than any other site they are listed on - some of my clients get more traffic frm me than Google - and this shit converts into sales - it's all being tracked, right down to who orders what etc...
But, when I show this data to other locl business owners - they don't care!!! As fucking crazy as that is, it's true... they simply do what Jon said and go for whichever directory most of their competitors are listed on.
Even though my directory only has a couple of competitors, first page organic google listings and traffic that actually converts, they list on another site, with shitty google rankings, expensive listing fees and traffic that does not convert.
But thet don't care - they have yellow pages syndrome! They must be listed where the competition is listed, even if it doesn't work.
So, how do you deal with this? SALES! The reason my directory only has a tenth of the businesses listed as my competing directories is their sales teams. Lying, stinking, sneaky bastards that they are.
I've spent the last 4 months working on a number of directories for offline businesses, and I've never had a sale over the phone.
Business owners in my area receive at least 5 phone calls every single week and the general feeling is that all directories/directory owners/internet marketers are scamming bastards!
Some of my current clients get calls from people claiming that they work for google, and if they don't sign up for x directory today, they will be removed completely from Googles search results.
As Jon stated, people are pretty stupid when it comes to the interwebs, so over 50% fall for this shit and sign up on the spot.
Then I call the same customer a few weeks after mr. scammer from directory x has already 'stolen' their money. I demonstrate my directory that appears on the first page of Google for every single search term the company should care about, but they think I'm some scamming bastard because company x already took their cash and they have not received a single visitor/enquiry from directory x.
You will not make sales on your first call (unless you LIE!) - nobody cares how many sales/leads/enquiries you promise them - even if you have PROOF of these sales/leads and enquiries. Thet just think you're lying or twisting the figures.
You need to do this shit in person. That's the only way you can seem trustworthy. Again - I've never made a sale on a phone call. Every sale has required me meeting the person at least once, even though my directory actually works!
This is NOT easy money... it requires hard work, like everything else.
/rant
Wow. We make sales everyday on the phone.
I guess i'd suggest that you figure out a way to differentiate your directory from the others and maybe work on your sales pitch.
I've mentioned many times that the service I sell is a little more than a directory so maybe that's why we're having better luck than most.
One of the phrases in our sales pitch is actually,
"this is a lot more than just a directory.."
I guess the more value (perceived or real) you can provide to people the easier time you'll have selling.
Something else you may want to try. If can provide results like you say you can, go ahead and give free trials. Now when I give you a free trial, I bump the monthly payment once they decide to sign up wit us... just a little incentive to sign up immediately rather than down the line.
You'll need a way to track the actual money your service is putting in their pocket, but that's easy enough to do... you need to show them the money. Show them how you can put cold hard cash in their pockets.
I don't think the free trial offer has failed us yet.
The other thing is the sales script. You said it in your post. This aint easy and everybody is not cut out for it. I spend lots of time reading up on sales techniques and I think its in the best interest of anybody who wants to do this in person or on the phone to do the same.
good luck
There are no less than six competing directories in my area. One is even listed on the Chamber of Commerce website in such a way that it looks like it is part of their navigation menu. That adds a lot of authority in the eyes of a lot of local business owners.
But none of these directories rank for a single local term. In fact, it's an easy fucking sale when you get them in front of their computer, have them google THEIR choice of search terms (ones they feel people looking for their business might search for), and MY site is the only one that shows up.
I don't have to out sell any of these lazy, conniving assholes. I just whoop their ass with huge piles of proof. The simple fact is that between searching and searching for those other directories and never finding them, and looking at the business's referrer logs and seeing NO traffic sent from the directories they're listed on, the sale is easy.
The second half of that equation (referrer traffic) is especially easy to undermine if the directory doesn't even give a live link to the business's website. The majority of the directories here just list all the information in plain text.
In order to outshine these scammers, you just have to come across as more genuine and trustworthy. Do stuff they're not doing. If you really want to take over your town's market for internet marketing related stuff, become an official looking source of information.
Do you have a website (or section of your directory) which you use to communicate information to your clients, customers and prospects? A simple section with some screencasts is light years beyond what the directories in my area are doing. In fact, I don't even directly compare myself to those directories. When business owners tell me they're already listed on such-and-such site, I ask them to take ten minutes to look at this video and see how they feel about their listing after that.
The other thing you could do (and again, this is really only worthwhile if you're working your local town) is do free seminars. I know we're all into internet marketing because we want to work at home and deal as little as possible with people. But for dominating your local market, nothing lends you authority like a speaking engagement.
I think only one of those competing directories in my town is even based in town, The one on the chamber's site isn't. So that's another way I own my town's market. I bank on the fact that I fucking live here.
But you don't necessarily have to limit yourself to your hometown. Look at Kimboslice. He works industry verticals, not location verticles. He's nationwide, baby! And that dude is, of anyone here implementing this thread, the most likely candidate for actually baking himself a $200k per year job from this recipe.
EDIT: In fact, if I read one of kimbo's posts from a few months ago correctly, he is doing well enough with this to employ people. How's about them apples? Stop limiting yourself to being competition for those scammers, and do stuff they can't (in your local market). I do things to drive enough local traffic to my site (not via PPC, either) that I get inquiries from owners who have had lots of customers say "I saw you on blah.com and thought I'd check you out." How's that for proof? I'm sending them business before they've even purchased from me.
But none of these directories rank for a single local term. In fact, it's an easy fucking sale when you get them in front of their computer, have them google THEIR choice of search terms (ones they feel people looking for their business might search for), and MY site is the only one that shows up.
I don't have to out sell any of these lazy, conniving assholes. I just whoop their ass with huge piles of proof. The simple fact is that between searching and searching for those other directories and never finding them, and looking at the business's referrer logs and seeing NO traffic sent from the directories they're listed on, the sale is easy.
The second half of that equation (referrer traffic) is especially easy to undermine if the directory doesn't even give a live link to the business's website. The majority of the directories here just list all the information in plain text.
In order to outshine these scammers, you just have to come across as more genuine and trustworthy. Do stuff they're not doing. If you really want to take over your town's market for internet marketing related stuff, become an official looking source of information.
Do you have a website (or section of your directory) which you use to communicate information to your clients, customers and prospects? A simple section with some screencasts is light years beyond what the directories in my area are doing. In fact, I don't even directly compare myself to those directories. When business owners tell me they're already listed on such-and-such site, I ask them to take ten minutes to look at this video and see how they feel about their listing after that.
The other thing you could do (and again, this is really only worthwhile if you're working your local town) is do free seminars. I know we're all into internet marketing because we want to work at home and deal as little as possible with people. But for dominating your local market, nothing lends you authority like a speaking engagement.
I think only one of those competing directories in my town is even based in town, The one on the chamber's site isn't. So that's another way I own my town's market. I bank on the fact that I fucking live here.
But you don't necessarily have to limit yourself to your hometown. Look at Kimboslice. He works industry verticals, not location verticles. He's nationwide, baby! And that dude is, of anyone here implementing this thread, the most likely candidate for actually baking himself a $200k per year job from this recipe.
EDIT: In fact, if I read one of kimbo's posts from a few months ago correctly, he is doing well enough with this to employ people. How's about them apples? Stop limiting yourself to being competition for those scammers, and do stuff they can't (in your local market). I do things to drive enough local traffic to my site (not via PPC, either) that I get inquiries from owners who have had lots of customers say "I saw you on blah.com and thought I'd check you out." How's that for proof? I'm sending them business before they've even purchased from me.
One of the main ingredients of selling your service via phone (along with many others) is you have to produce volume. You have to call a shitload of people everyday.
Yeah, there's that, too. Face-to-face, you might only have to walk into 30 or so places to book a decent number of appointments or make a passable number of sales on the first contact. But over the phone, you have to call hundreds a day to get the same results.
Veddy nice! Creative thinking = $$
Also big ups on the original post & lots of the other follow-up posts! Great info here!! :bowdown:
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