Agora Marketing With Bob Bly

Igor: Hi, my name is Igor Kheifets and this is the List Building Lifestyle, the only podcast
which delivers cutting edge conversion strategies from the online trenches straight to
your earbuds. Download the transcript of today’s episode and all future episodes at
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List Builder’s Survival Guide” at listbuildinglifestyleshow.com/survival and now
once again it’s time to claim your List Building Lifestyle.

Welcome back to another edition of the List Building Lifestyle with your host, Igor Kheifets.
My guest is a direct response copywriter, but to say that is to say absolutely nothing,
because he’s also a published author with over 80 books behind his belt. The late
legendary adman, David Ogilvy said, “Any direct response professional will highly
benefit from picking up anything,” with our guest’s name on it. Gary Bencivenga,
who’s widely considered one of the best copywriters alive, is honored to call our
guest a friend. Michael Masterson, the bestselling author of “Ready, Fire, Aim”
and “Seven Years to Seven Figures” constantly consults our guest on his writing.
It seems like there’s no direct response legend that does not have a great thing
to say about him. The name is Bob Bly. With a rich, 30-year track record in writing
copy online and off the web, publishing books and teaching aspiring direct
response marketers how to do what he does, Bob is one of the world’s most
sought after copywriters. His clients list is crammed with household names
including Agora, Westinghouse, Forbes, GKIC, Social Media Examiner, American
Credit Bureau, Newsmax, Earlytorise.com, American Writers Association, Boardroom,
and even IBM. I’m thrilled to host Bob on the List Building Lifestyle, and I’m excited
for him to breakdown the Agora Marketing Model for us. Bob, thank you so much
for making the time to share your wisdom.

Bob Bly: It’s my pleasure, and thank you so much for having me.

Igor Kheifets: Well, it’s a true honor, because we don’t often have your caliber
of a guest on our show. We hosted some billionaires. We’ve had some amazing
people, but I’m genuinely excited to be here today with you, because I’m a direct
response student, if you will. And it’s always a pleasure sharing a good 30
minutes with someone like yourself. Let’s not make it about you or me. Let’s make
it about our listeners. I’d be excited and thrilled if you could share what the
Agora Marketing Model is, and why it’s such an incredible tool for anyone who’s
doing [inaudible 00:02:43] marketing.

Bob Bly: To put it simply, and I’ll be glad to expand on detail if you like, the
Agora Marketing Model is one model of internet marketing that is used and is ideal
for information marketing in particular. You can use it for anything, but it works
really well with information marketing, also with dietary supplements, courses,
and other offers that are direct response in nature. It is predicated on building
a list, and the way it works simply is, as you know, there are two to three dozen
ways or more of driving traffic to the web. In the Agora Model, instead of driving
it to your main website, your hub site or toward microsites or landing pages each
selling an individual product, you drive, you spend, all your paid and organic
traffic, you spend your effort driving it to what we call a free-on-free name
squeeze page, which I can go into more definition on. The objective is, they go to
this page, and the only thing they can do is opt in to get a couple of free offers
you’re making. We can discuss what those should be, but they opt in at that page
to register for your list, sign up for your list, and so all your marketing is
designed to building your list. Now that they’re opted into your list, you begin
communicating with them with a combination of content and sales messages. Content
messages and sales messages that are 50% or more content, and no more than 50%,
and preferably less, sales. In that way, you will build a loyal readership. You’ll
establish a relationship with and close affinity to your subscribers. They will
pay attention to you and get to like you, and know what you say and believe what
you say, and buy products you create or recommend, and therefore, be more
responsive to your sales messages. As you send them several sales messages a month
or a week, you’ll make online sales, and that is the Agora Model in a nutshell. We
call it the Agora Model, because it was pioneered by Bill Bonner’s company Agora
Publishing, which has used it to build up to hundreds of millions of dollars in
sales of their newsletters, seminars, courses, supplements, and other products.

Igor Kheifets: Awesome. I’m just curious, what’s the weirdest business you’ve used
this model for?

Bob Bly: That is really … I’ll tell you the weirdest thing … I’m not sure it’s
really appropriate. It’s not the weirdest thing I’ve used it for, but the weirdest
thing I’ve had an inquiry about recently is a guy who’s selling information on how
to … And it’s not an original thing, but his approach is original. I won’t be
too graphic about it, on how to drive women absolutely wild in bed. That’s one of
the stranger things I’ve been asked.

Igor Kheifets: All right. Well, in my world, it’s actually not that strange to be
honest, because that’s where I started. I discovered the information marketing
space, because I was a client. I was that 18-year-old that was buying all these
e-books and courses on how to pick women up. I was watching all these seminars,
and I was drooling over my screen, dreaming of the day when I could just look at
her or say something, and she would just throw herself into my arms.

Bob Bly: Well, this is what the guy does then. This has been a business that’s
been around for decades. When I started out, and I’ve done work in it myself for
clients, I never had my own product, because I got married early and didn’t need
to date anymore. But this was popular in the heyday of mail order in the
pre-internet age where we did all this with pen and ink, but now it’s all digital.

Igor Kheifets: Yeah. I’m just happy that the model hasn’t changed ever since,
because the world today is very fast-paced, things change all the time. Software I
used yesterday is no longer the best software to use, or it doesn’t work, right?
But the model, the principles of success, have not changed. You drive traffic to a
landing page. It collects emails or addresses, and you build your list. You
mentioned that you’ll be happy to chat about what that free offer may be. What is
that free bribe or offer or value that we’re giving to someone in exchange for
their email address?

Bob Bly: Now, it can be any free content, but the Agora Model specifically says
the best is as follows, to drive traffic to a free-on-free squeeze page for a
subscription to a free online newsletter. In Agora’s case, for their financial
division, they have at least half a dozen free newsletters. They have one free
e-newsletter for their travel division, international living. They have a free, at
least three or four free financial e-newsletters to promote sales of their
investment letters. One is the Daily Reckoning or Bonner & Partners, there’s a
bunch of them. I haven’t kept up with all the names. The first part of it, is you
drive people to a page where you’re saying, “Hey, I’m going to give you a free
valuable, useful newsletter.” It’s content. I’m not trying to … It’s not a sales
pitch. It’s useful content that you’ll read it, and you’ll learn good stuff in it.
That worked in the ’90s. It worked just to offer that free newsletter, because
people said, “Great, what a deal.” But now, as you noted, people are inundated,
flooded with these offers. There’s too many newsletters, so to get people to buy
into it and have a decent conversion rate, an opt-in rate on that on your
subscription page, you have to have what’s called a free-on-free page. Which means
you offer the free newsletter, and then you bribe them … Amazingly, why would
you have to bribe somebody to take a free offer? But you do. You bribe them to
take it with more free stuff. Typically, a premium, a piece of content, a free
special bonus, very typical is a bonus report, and that’s the free-on-free model.
What’s happens is, you offer the newsletter, and people who are good prospects for
your line of the product say, whether it’s health or whatever, say, “Well, that’s
interesting, but I already get so many newsletters.” But then they say, “Wait,
this guy’s offering a free book of Pilates exercises.” If I’m trying to lose
weight or get firm, you know what? I’ll sign up for this. And you can’t get it
without signing up for the newsletter. You can’t buy it. The only way to get it is
to sign up for the newsletter, I’ll sign up for it. They’ll send me the free book,
the pdf of the book, it’s an ebook. I’ll use that. Then if I don’t like the
newsletter, I’ll cancel. But if they do like the newsletter, and it’s good, they
won’t cancel. This works and gets very high conversion rate versus just offering a
free report and no newsletter, or just offering a free digital newsletter and no
report. The free-on-free, the two-step, two-part offer gets the highest conversion
rate.

Igor Kheifets: Nice. I’ve actually never heard it explained this same way before.
Most of the times, yeah, it’s people either offering you a free newsletter, “Hey,
give me your email,” and then you’re like, “Yeah, maybe not, I already get 40
million emails a day. I don’t need another one.” The other versions, of course,
“Let me give you something for free. Give me your email.” So a lot of people, I
don’t know if this has been the case for you or any of your clients, but for me,
people enter fake emails. They have a specific “bribe email” that they give and
don’t check, because they just want to claim the gift, and that’s it. Free-on-free
model, even though it’s been around for decades, still so many people have no
clue. I’m sure many of the list builders listening right now had no frigging idea.
Thank you for sharing that.

Bob Bly: My pleasure.

Igor Kheifets: Now, you mentioned that we need to maintain 50-50 content versus
sales messages ratio when we email the list. Now, and we chatted about this in the
pre-interview, it’d be really cool if you could explain what do you mean when you
say content.

Bob Bly: Content versus sales, a content email sent to your email list is an email
that is an issue of your newsletter, or it’s an article. We call them essays in
the info-marketing business, an article or essay on something interesting, useful,
practical of a how-to or strategic or practical or useful nature. If your topic is
weight loss, “Three foods you should never, ever eat”. You tell what the foods are
in your article, and why you shouldn’t eat them, and what you should eat instead.
So content is useful stuff. The sales message is, “Hey guys, I just put together a
new set of training videos on how to sell more annuities.” If your audience is
investment advisors. “We’re going to be offering these for $400 starting next
month, but because you’re on my list, you can be one of the first advisors to get
it, and you’ll get it for $199.” That’s pure sales message. The ratio, at least
half your messages of the total you send per month or per week should be pure
content or more, and fewer than 50% should be sales. That is the ideal ratio. Do
you want me to explain why I say that?

Igor Kheifets: Well, not necessarily as far as the ratio, I think for many people,
it makes a lot of sense, because you don’t want to become the person who’s
associated with just pitching, pitching, pitching. What I would like to circle
back to is the actual content. Because as somebody who consults many people who
are brand new to the business, brand new to the business of making money by
sending out emails to their lists, people get really hung up on the content.

Bob Bly: Okay.

Igor Kheifets: For example-

Bob Bly: Well-

Igor Kheifets: … I … I’m sorry, go ahead.

Bob Bly: No, I was going to say, and we can discuss what you were about to ask …
There’s a number of different things we can talk about in terms of the content.
But just as an opening for this discussion, the number one thing that people love
is tips. By that I mean, short, practical, instructional tips, one idea in one tip
that is actionable. I’ll give you an example. The best tip I ever put in my
newsletter, best in terms of readers responding to it and saying they loved it, is
I put it in a little item in my newsletter it said, “Are your sentences too long?
Take the breathing test and find out.” And I described in four or five sentences,
a little test I teach in my writing seminars on how to determine whether your
sentences are too long. And if they are, how to easily break them into multiple,
shorter sentences to make your copy easier to read. It involves breathing, a
breathing exercise. People just love this kind of little, practical factoid or
tidbit. You can’t go wrong. There’s many other things you can put in your content
messages. And there’s many formats for content. And we can talk about what the
actual content is. But if you’re just looking for a rough guide, if all you do
after listening to our interview, if all your listeners do is just start putting
tips in their emails to their prospects, they will be way ahead of the game of 90%
of other internet marketers.

Igor Kheifets: Yes. You’re absolutely right. Most people, of course, they have no
idea what they’re doing. By sharing this little, practical, short instructional
[inaudible 00:14:23] have the knowledge, and if you don’t have the knowledge then
go ahead and start consuming from someone who has the knowledge in that field and
just eat it up and then spit out in your own words, which is what I’ve done. When
I came into this game, and I had to write to my list, I didn’t have enough
expertise to do it. So I quite literally consumed, took it through my own brain,
and let it [inaudible 00:14:48] for a day or two, and then spit it out in my own
words, and people started listening to me. Suddenly, I became this little
micro-authority on the topic of building lists. Here I would love to chat about
the specifics of the content, and if you could share examples of what people could
be saying in their emails that would be considered content. If possible, only if
possible, good to reference the business opportunity space, because my audience is
largely either affiliate marketers who are promoting make my own [inaudible
00:15:22], or people who are promoting [inaudible 00:15:25] in the business
[inaudible 00:15:26].

Bob Bly: Do you remember back in the day, where there were quite a number, at
least three, four, or five, of print magazines in the money making business
opportunity space? In those magazines-

Igor Kheifets: Unfortunately, I don’t, because-

Bob Bly: Okay.

Igor Kheifets: I didn’t grow up in the States. I recently moved to Toronto. I
wouldn’t … Back in Israel, no magazines about making [inaudible 00:15:48]
online.

Bob Bly: Fair enough, but there used to be, and now it’s all online. There used to
be, the industry, pre-internet, was dominated by what we called business
opportunity magazines. They look like regular magazines, and they were print
magazines. One was called, “Spare Time Opportunity”, one was “Money Making
Opportunity”, and all the … What we called in those days mail-order marketers.
That’s what we were called, although we were selling information, mainly books, in
those. We would run full page or fractional ads, but the magazine, so people would
read it, had little helpful articles that would be of interest to the business
opportunity seeker. Like a one column article on “What form of incorporation is
best for your home-based business?” Or “How-to maximize tax deductions of having a
home-based business.” Or “What kind of margin do you need on wholesale products?”
that you become a dealer or distributor for. Do you need to have a 50% dealer
discount, a 75% dealer discount, what are the … That was another topic, “The
mathematics of mail-order” was a frequent topic, “How-to hit the prospect’s
emotional hot buttons” when you’re selling something, because you’re selling the
sizzle not the steak. The magazine publisher was responsible for putting all this
content in the magazine. Now that there is no magazine, you’re e-newsletter is in
essence the magazine. Since you don’t have the wonderful benefits of a publisher
behind you that you can just plunk your ad into, you in your own e-newsletter to
your list, you’re a mini-magazine or e-newsletter in your field or topic. So
you’ve got to give them a combination of the ads or the sales pitches, and the
articles or the content. By giving it, tipping the odds, the percentages, or
proportions, in favor of the content by a little bit, not too much or you can harm
yourself, people come to, as you had said, come to value you versus if you were to
make … Which is a mistake a lot of people do … If you were to make 70, 80, 90%
of your emails pure sales pitch. You said it yourself, you said people say, “Oh,
he’s pitching me.” What do they do? They either physically opt out of your list.
They unsubscribe. Or even if they don’t, they mentally opt out. Which people don’t
think about. They may still stay on the list, but they never read it. They don’t
even open it. Which is why your open rates start to plummet.

Igor Kheifets: Wow, I never … I’ve never actually heard this concept before, I
wrote down physical versus mental opt out. In both instances the client pretty
much leaves your list, leaves your database, and checks out. But one of them is
actually unsubscribing while the other one simply decides mentally in a split
[inaudible 00:18:49] decision to not take your [inaudible 00:18:51].

Bob Bly: Correct.

Igor Kheifets: Cool. Circling back to what you said just to sum it up. We need to
imagine as if we’re running our own magazine. If we’re promoting business
opportunity stuff then we’re running our own business opportunity magazine. The
tip and advice and the content to form around the thing related to business that
our prospect is drawn. Answering some common [inaudible 00:19:20] they have prior
to joining. It could be some unspoken concern, because we went [inaudible
00:19:27] journey we know how they feel. What I [inaudible 00:19:29] like to write
pages out of their diary. Where I would literally describe exactly what they’re
going through right now in their inner world. In my opinion, what it does, it
allows the prospect to believe that I understand them completely, and that makes
it easier for them to trust me.

Bob Bly: I agree with all you just said.

Igor Kheifets: [inaudible 00:19:50] more guests like you. Cool. Moving on, we’ve
[inaudible 00:19:58] free-to-free newsletter plus bribe to get them on your list.
We spoke about the ratio between sales and content. Which should be 50-50 or maybe
70 to 30, but basically, definitely-

Bob Bly: Not 70 to 30-

Igor Kheifets: Oh, no, no, go ahead, I must have said something wrong.

Bob Bly: 70-30 is too much tipped in favor of content, because then you’re cutting
down your sales slots. You see you will find in your online businesses, you
already know, that you’ll make on average X dollars per sales message you send to
the list. If you send too many content messages, 70, 80, 90%, your list is loving
it, but you’re not in business to give away free content. You’re in business to
make money and sell paid content. If you’re in the business opportunity market
especially, and therefore, you’re not getting enough sales slots. If each sales
slot is worth $4000 in revenues, and you do one a month, you’re only making $4000
a month. If you do 10 a month, you’re making $40,000 a month. The only way to do
more sales slots is to do more content messages, but to keep the ratio close to
50-50. I’d say it’s somewhere between 50-60% content and 40-50% sales. But no
further than that.

Igor Kheifets: This is a balancing act between giving them enough content, but at
the same time not letting go of the sales and the pitches, because the more you
pitch the more money [inaudible 00:21:30].

Bob Bly: Yeah. You keep fading in and out.

Igor Kheifets: Yeah, the connection in this shared office location isn’t great.
But basically [inaudible 00:21:37], it’s a balancing act between content and sales
messages.

Bob Bly: Correct.

Igor Kheifets: And you don’t want to go too much on the content, because at the
end of the day, you will let go of a lot of money.

Bob Bly: Yes, and the opposite is even worse. If you go too heavy on the sales,
your opt-outs, physical and mental, will skyrocket.

Igor Kheifets: Got it. Can we pitch in the content emails? Or do we have
[inaudible 00:22:01] straight content?

Bob Bly: That’s a great question, and that’s the interesting thing. I’m just
simplifying by saying a message is either content or sales. It’s interesting, you
can do hybrids. I do messages that are mainly content, but I’ll pitch toward the
end if I have a product that really elaborates more on … They actually have to
learn something in a content message. You just can’t tease. I give them stuff. I
actually give them the information, but then I said to learn more details, how to
actually do this, in great specifics, you might take a look at this page, which
has one of my products. Conversely, in some of my sales messages, I embed an
actual tip or content give-away, so the person reading it feels that it’s more
valuable. Yes, there are hybrid messages.

Igor Kheifets: Oh, right. I’m happy you said that, because I, myself, I pitch in
every email. But [inaudible 00:22:57] I do follow the Ben Settle approach. Are you
familiar with Ben? I think you [inaudible 00:23:03]-

Bob Bly: Yeah. I mentioned that, yeah, Ben’s a friend of mine.

Igor Kheifets: Yup, absolutely. That’s how I heard about you. He keeps on talking
about you all the time. He keeps on posting about how you said this on Facebook or
did that or published a new book every other day pretty much. So I found out about
you. He pretty much pitches in every email, and that’s the model I’ve been
following, which works really well for me in the last four or five years or so.

Bob Bly: Yeah. Ben, I actually … His avocation is he’s a horror novelist, and I
actually wrote the forward to his novel, “Zombie Cop”. Here’s an example, I have a
product that’s an … It’s a multimedia, information product on how to write a
book and get it published by, not self-published, not Kindle, but by a major,
legitimate, New York, mainstream publishing house. In my email, or one of my
emails selling this, I say to them, “Do you want to write a book? Then don’t write
the book, at least not yet. Instead, write a book proposal.” And then I tell why
you do this, and what a proposal is, and the basic sections that go into a
proposal. I say, “And if you want to learn how to do a proposal in detail and see
a bunch of sample proposals and learn everything else about book publishing, send
for my product.” I’m giving them a free tip. If they read the email, and then do
not buy the product, they have still learned something. The person who ends up
buying, may have been prompted to buy by saying, “Wow, if I learn this much in the
sales pitch, the product’s got to be terrific.” The person who didn’t buy leaves
with a good feeling. “No. You know, Bob pitched me today, but he didn’t make me
buy. And I got something that’s going to help me get my book published. This guy’s
great, really helping me.”

Igor Kheifets: Yeah, so what you’re talking about I think [inaudible 00:25:03]
once said, “Tell them what to do, but not how to do it.”

Bob Bly: That is the key actually. People ask me, I use that in a different way. I
use that when people say, “Well, what do you put in your free content versus what
do you put in your paid content?” Generally, not rigorously and always, but
generally, I tell people, your free content, like your free bonus reports, your
free e-newsletter, your blog posts, your articles, tells people what to do, but to
find out how to do it, how to do it, is in your paid products. The levels of
content are, at the lowest level, it’s just data and information, and that’s
available everywhere for free on the internet. There’s no money in that, and no
one’s going to come to you for it. The next level, over data and information, is
what to do. You’re telling people, as you said, what to do. Like you see all these
… And a lot of that is free from a variety of sources, but it’s more useful, and
people will sign up for a newsletter to get that. The second highest level is
telling them how to do it, which is specific instructions. I can give you examples
of this. And then the highest level, which is only sometimes achieved, is doing it
for them. Or as people say, done for you, and that’s the highest level. And that
commands the highest fees.

Igor Kheifets: Yeah, absolutely. It’s funny you say that right now, because
literally three days ago, we launched a big, new program, where we build lists for
people, and then I go and I teach them how to market those lists. It is now I
think a 10th or 12th service that we launched. It’s a complete done for you
solution, and it’s after they’ve consumed the “what to do” information. It’s after
they purchase some information products about “how to do” things. It’s after they
purchase some traffic. It’s what we’re sharing here, what you’re sharing here,
reminds me of the Dan Kennedy pyramid that he explains in his book about
information marketing. I think it’s called, “How to Get Rich in Information
Marketing”. He wrote it years ago.

Bob Bly: It’s either that, or “How to Make a Million Dollars in Information
Marketing”. But yeah, if you look up “info marketing Dan Kennedy” I think he wrote
it with Robert Skrob, S-K-R-O-B, and it’s a terrific book.

Igor Kheifets: Yeah, absolutely. I literally just read it maybe a month ago, even
though I’ve been following Kennedy for years and years. In the book, he mentions
the pyramid where he pretty much says exactly what you just said. [inaudible
00:27:32] you have your information. It’s either free or sold at a low fee, but
then as you move up the pyramid you build up more services, coaching and all that,
which allows you to command higher fees usually the same crowd that entered your
universe [inaudible 00:27:51] of the pyramid.

Bob Bly: I think that’s an accurate summation of it. And it is, you could either
say a pyramid as we just said, or you know a lot of people use the term, it’s
almost overused, but it’s accurate, a funnel.

Igor Kheifets: Yeah, absolutely, absolutely, it’s a funnel. Again, like for most
people, the reason I use this term, first, because Dan uses it. But second,
because in my experience talking to most newbies out there, and I’ve had an
incredible opportunity to serve this community for a long, long time now for
nearly a decade at this point, people don’t register the fact that everything
they’re doing is marketing, and everything they offer is one big funnel. They
don’t see it that way.

Bob Bly: Yeah. They don’t see that it should be a funnel. I know this from people
who contact me who I know are not going to be ideal prospects for me as a
consultant and copywriter and who are really not serious about the info-marketing
business but just want to be book author. They say, “I’ve written an e-book. Can
you create a landing page and emails to sell it?” And I said, “What’s your product
line?” They go, “No, it’s just this e-book.” I tell them, “If you just want to
have one book published, and you’re doing that for ego gratification or even for
fun, or maybe you think you’re going to make money from it, which you’re probably
not, do it as a Kindle e-book.” If you’re just going to do one. But to make money
as an info-marketer, you don’t make money on the first sale. That’s how you just
get the customer in the door. You make money on the subsequent sales. The second,
third, or fourth sale to that customer as you take them down the funnel and sell
them more products, higher-priced products, and then service done for you
products, and done for you services. That’s where the money is made. We call the
first sale the front end in direct marketing, and we call the subsequent sales the
back end. And the old expression for half a century in direct response is, “The
money’s in the back end.”

Igor Kheifets: Wow, this conversation is getting way too exciting. But we are
closing in on our time limit. Before we wrap up, guys look, Bob is obviously,
obviously an expert in his field. Everything he writes, everything he does, I
highly recommend you follow him, and you learn from him. Even just reading his
daily emails on his newsletter, which I am on, in and of itself, is an incredible
inspiration and education. With that said, what I urge you to do, is to go to
bly.com, that’s B-L-Y dot com/reports, because Bob was kind enough to allow us to
grab, I think, it was you said 100 reports?

Bob Bly: What? No. It’s a library of four reports that I sell on my website. We
actually sell it, not give it away on the site. We sell it, and the four combined
sell for over $100. But you get them free.

Igor Kheifets: All right. Cool. So I got that wrong. You go to bly.com B-L-Y dot
com/reports and grab the four reports, Bob is giving you for free that otherwise
would have cost you $100, over $100, on their website. So once again-

Bob Bly: Yeah, they’re all about, obviously, they’re all about marketing and
information publishing, and things related to what we’re discussing today.

Igor Kheifets: Yes, thank you. Thank you, Bob, for that, for specifying that. If
you’re listening to this, and you’re thinking, “Well, you know what Igor, that’s
not for me. I’m not in information publishing.” You’re wrong, because you are. I
don’t care if you’re selling tables, selling air, bottled water, chairs, I don’t
know, doors. You’re in the information marketing business, because information is
your best friend when it comes to selling pretty much anything. An educated
consumer, okay, is times and times more profitable than an uneducated one. By
sharing it, you’re immediately elevated into an authority status, something that
so many people still don’t get. Bob, anything, any last minute advice, words,
suggestions that you would like to share with the listeners?

Bob Bly: No, except to reiterate what you said. There’s a big retailer here that
runs a lot of radio advertising, and the tagline, they sell furniture. Oh no, I’m
sorry, they sell clothing. I’m thinking of the wrong one. They sell men’s
clothing, and the last tagline of every commercial is what you just said, “An
educated consumer is the best customer.” I see this in every industry. I do lot of
work, as Dan Kennedy does, helping investment advisors get clients and market
their money management services and financial planning and investment advisory
services. So many of them have their marketing based around a free book that they
give away. When I first got into this I said to one of them, “Well, why do you do
this?” He says, “If someone has actually read my book, they are so much more
likely to close and give me a million dollars or more of money in their IRA
account to manage for them, because they’re educated, and they care. We make much
more money from a smart, proactive, educated customer.”

Igor Kheifets: I couldn’t agree more. Thank you so much for sharing this insight.
And listeners, I hope you wrote it down, because this is the kind of stuff that
builds multi-million dollar business. This is the kind of stuff that allows you to
build business that holds through thick and thin in really tough economies, which
is something that people really don’t even think about. Bob, Robert, thank you so
much for investing this time with us. Thank you so much for sharing your wisdom
with the list builders. I know we touched some lives here. I know we put some
people in a really, really exciting new upwards trajectory. Again folks, go to
B-L-Y dot com/reports. Grab the four complimentary reports you’re getting for
free, because otherwise, you’ll have to pay over $100 if you go to Robert’s
website to get them, to buy them. So again, Robert thank you so very much, and
until next time we chat. Have a good one.

Thank you for listening to The List Building Lifestyle. Make sure to subscribe on
iTunes or Google Play to never miss an episode, because who knows? Just one
conversion tactic we share on the show might double your list and double your
business. Download the transcript of today’s episode and all future episodes at
listbuildinglifestyleshow.com. And don’t forget to claim your complimentary copy
of The Wealthy List Builders Survival Guide at
listbuildinglifestyleshow.com/survival. This is Igor Kheifets, and until next time
we talk, have a good one.