Jerry and Michelle answer listener questions on affiliate marketing – from setting up your initial site, selecting an offer, driving traffic all the way to getting better terms with your affiliate manager.
The skill of negotiating isn't just for business. It's also for your personal life too.
When it comes to negotiating, there are two things most people overlook: Leverage and desperation.
Think about when you were an employee, and your hard-nosed boss came in on a Friday, demanded that you work the weekend, cover for his lie, and complete a vital project by Monday.
What would your response be?
"Thank you for this opportunity to show you my worth to this company." And then work the weekend for free in hopes of a bonus or promotion later. Guess what will happen instead?
If you shine, you'll be working the next weekend for free. If you fail, you'll get fired.
This is how the world works.
Don't believe me?
If you follow the Netflix Series Ozarks, Jason Bateman's character has to launder $8M for a Mexican drug lord. He says to his wife, "I have a bad feeling the reward for doing this will be a bigger job."
And it was.
When I worked for WordPerfect in ancient times, I frequently gave up my weekends at my boss' request to get the software ready for launch.
There was no bonus or promotion; there was just more expectation of free overtime for the next deadline. Oh, there was the paid week off after the launch, which was in turn, "Thank you for your 400 hours of unpaid overtime, here is 40 hours back."
Watch this clip from Mad Men, and you will learn some essential negotiation strategies, so you never to get used for your talent again. This is not about your boss or your client not respecting you that they take advantage of you.
They give you the job because they do respect your talent.
They take advantage of you because you don't respect yourself.
And yes, doing client work is getting a paycheck. Remember that. Instead, focus on your worth, what you bring, how you are "The Rainmaker" and the difference between an average campaign and one that crushes it.
And one more thing. Give me your watch.
I was in Vegas years ago speaking at an event and one of my clients happened to be in town.
"Let's meet for lunch," he said. "I know the perfect spot."
I arrived and the place was packed, and nervously he said, "I screwed up, I didn't make a reservation and the wait is over an hour."
"Let me see what I can do," I said as I headed to the hostess desk.
I was gone maybe two minutes.
"They said they will see what they can do," I said assuredly to my client. "I say we wait."
Before we could make it to the bar to get some drinks, the hostess stopped us. "Mr. West, I'm glad I caught you. It's been a while since we've seen you. We're preparing your table right now."
My client looked at me with a look of "What in the hell did you just pull?!?!"
A few minutes later, the owner arrived, greeted me by name, introduced himself to my client and personally escorted us to the owner's private table.
Upon sitting down, my client just shook his head in disbelief, "Who DON'T you know?!?!?!"
Truth be told, I didn't know the hostess or the owner. I had never eaten at that restaurant before, nor had I ever stepped foot in that casino until that day.
So how did I pull this off? I'm going to tell you…
Let's first lay the foundation: If you take clients in your business, the best advice you should heed to is to be selective.
Be very selective.
Customers who want your product or service are better than those who need your product or service. Companies who want your product need little marketing and convincing to get their business. Customers who need your service but don’t want it, need to be convinced. That takes a lot longer, more money and a lot more effort, and it may not even work.
I hate stuff that takes longer, involved more money and effort. I like things simple.
As in the movie Jerry McGwire, if you take clients, take on fewer clients. To be most effective, the number of clients or projects a person can manage should be counted on with one hand.
Spoiler alert: That's five maximum.
You don’t want thirty small, work-intensive, low-budget clients. There may be less red tape at smaller companies, but there is also more e-mail, more problems, more work, and a less impressive resume.
Fish where the big fish are.
Larger companies have no problem writing a $10,000, $20,000 or $30,000 check to you every month if you can deliver. It takes several or a dozen small companies to bring in what one large company will.
Hot Tip: Make each client a high-class client, so you can work on one client per day, giving them excellent service and something no one else can give them. Everyone loves something extra.
People love to talk about their business. If you land a large company, it could land press coverage because they will launch a press release and post on their website who they are working with and the results they are obtaining. Then other companies will follow suit.
The way to land big fish is to show them what you can do, how you can do it, and the confidence you have in your ability. In order to set up the right atmosphere, I prefer to meet clients in restaurants as they are neutral territory. Never go to their offices, that gives them the "home field advantage" and the temptation is too large to make you wait in the lobby for a half hour and sometimes longer.
Clients rarely, if ever, cancel or are late to a business lunch. There's food and drink involved. Plus, it gives them an excuse to go "off-campus."
How do you make the experience one of a kind?
Two approaches: First, contact a local restaurant in person and ask for a brief meeting with the manager. Explain you will be conducting business, and you want to be able to have a great table, the best server, and you will compensate the hostess with $100 tip and the same to the server.
No manager is going to say no to this arrangement.
Second is the “envelope approach.” This is to be used at restaurants that you don't have an arrangement with. Because of this, you should always keep a handwritten note in an envelope with you which states the following:
“I need your help. I am entertaining a high-level prospect today for lunch. I need this deal. May I have your best table, the best wait staff and a table that is quiet so we will be uninterrupted by other guests. Please seat my client with his back toward any particular view (golf course, marina, etc.) so his attention is on me, not the surroundings.”
As a gesture of “thanks” I paper clip my business card and a brand new, crisp $100.00 bill to the back of the envelope so they will be in plain view. I used to put them both INSIDE the envelope, but there were a few occasions when the note was ignored for some time.
A $100 bill to a hostess is much like a FedEx package on the CEOs desk.
It gets opened first.
One more tip: Never seal the envelope. You want it to be an easy open. Always make it easy. Always.
When you arrive at the restaurant, just as it happened in Vegas, there will most likely be a crowd in the waiting area with wait times from twenty minutes to an hour.
Politely ask your prospect to wait in the waiting area while you check on a table. I walk up to the host/hostess, smile and say, “Good afternoon, my name is Jerry West, may I ask your name?."
Once they answer, address them by name and say, "I need your help. I am here for a business lunch with a prospect. May I make a specific request?”
Wait for him or her to answer. Then state, “I have written down my needs specifically in this note. If you can give this prompt attention, I've taken care of you for the trouble.”
In the dozens of time I have done this I have never received a negative response.
Once they agree, walk back to your prospect. The host/hostess will read your note, pocket the tip, keep your business card to give to the owner later and come over to you and say, “Mr. West, it is wonderful to have you again. Who might this be with you?” You then call them by name, thank them for taking care of you and introduce your prospect. The hostess will continue, “If you please wait a short two or three minutes, we will have your usual table ready. Would that be okay?”
In two or three minutes the hostess will take you back to the best table, just as you requested. Make sure you are directly following the hostess so you can take the best seat (in case the hostess overlooks this part, which often happens the first time). Look for possible distractions, such as art, fish tanks, window views, etc. You must make sure that you get the best view so your prospect has ZERO distractions. This is vital in the art of closing deals.
After you close the deal, pay the bill with your American Express card and tip the waiter or waitress the same as you did the hostess: a crisp $100.00 bill.
Just imagine what will go through your client’s mind.
You came with him to a busy restaurant, were then escorted personally to the best table and received particular attention throughout the meal. The treatment you receive at this restaurant will set you apart from other vendors vying for the customer’s business.
This never fails, even when you are out of town at a restaurant you’ve never been to before.
This is how you land the big fish. You give them an experience they have never had—ever.
I had a client tell me once. “I come to this restaurant often. I even come with other vendors. I have never been treated better at this restaurant than when I'm with you, and I would like to keep coming here with you.”
If you have followed all of the steps, including your business card and the waiter’s “Ben Franklin” tip, you will be the buzz of the entire restaurant staff for the rest of the afternoon. When the owner hears of the story, he will ask the hostess about you. The hostess will then give the owner your business card. Shortly after your lunch meeting, you will get a call from the owner asking, “How might we better serve you so we can have your business again?”
On your next visit to that restaurant, the owner will come up personally to greet you, will take you back to your table and will check in during the meal to make sure everything is perfect, just as the owner did for me in Vegas. Owners of great restaurants are this way instinctively, they take care of those who take care of their staff.
Having such a meal with a vendor at any restaurant will make a huge impact on them. It really sets the stage for conducting good business.
Whether you are taking them out or they are taking you out, use the envelope approach and take the best seat. You should always be in charge of the meeting and make an impression.
During these lunch meetings, you need to keep one thing in mind: you are not there to eat lunch. Don’t sit and peruse the menu. Don’t waste time with finicky orders or health concerns. Order something simple. Even better, eat lunch before you go to your meeting. When you do order, order some soup. When it comes, push the bowl away from you, open your business journal and start taking notes.
When your client is talking, don’t eat, listen to them. Ask great questions and take notes. Don’t talk with food in your mouth. Have good manners, be polite and keep eye contact. This shows your client you are listening to them.
Remember: You are not there to eat lunch, you are there to conduct business and close the deal. Never lose sight of your objective.
Many people have told me that lunch meetings where you are dumping $200.00 in tips and $150.00 on the meal is excessive.
How much do you spend in PPC trying to get more business? What is your ROI? This is a $350.00 investment to get a five-figure monthly contract. I would say that is a very healthy ROI.
In this episode of SEO & Beer, Jerry and Michelle cover the latest Google core update, new requirements for SSL, changes in Chrome & affiliate cookies and quick tips for easy SEO wins you can implement today.
Jerry shares some test results regarding expired domains and covers the latest SEO news for 2020.
Answering the rest of your questions from Jerry West’s “Ask Me Anything” session.
Nothing is off limits for this AMA.
And I mean nothing.
Want to discuss the latest Google update? What links to avoid? Dating advice? Where to get the best links? The best beer and ribs in Belgium?
We’ve got your answers.
And all is backed up with test results.
No opinion. Just data.
No one else can offer that… but 800+ test domains can’t be wrong…
In this episode of the SEO and Beer podcast, Jerry and Michelle discuss the possibilities around spying on Google “Manual Reviewers” and a recent Google Search Console notice surrounding star ratings that aggressive SEO’s need to be aware of.
It’s what I’ve done since Day One in this business and it has served me well and it’s one of the main reasons you follow me AND trust me.
But it’s one thing to test a process or a product. It’s quite another to test a person.
There have been times in my career I have tested someone’s product and/or methods and while they passed, when I met them in person, they were complete shit.
I don’t do hang with or do business with shit people, no matter how good their product or service is.
“But Jerry, what do you care what type of person they are if their stuff works?”
Yeah, I used to make exceptions, but I’m all grown up now. A shit person will bite you, often when you least expect it. Take it from me, you want to avoid that at all costs.
Finding a quality product with a quality person behind it is rarer than finding a beautiful woman in Thailand that is actually a woman! :D
Enter Nathan Hague.
Hmmm…that was an odd transition, but we’ll go with it.
I bought Nathan’s YouTube course over a year ago. Within the first 20 minutes, I was a fan. And it had nothing to do with YouTube.
He taught me how to integrate and use Google’s Tag Manager (GTM), in a way not even Google’s training could do. He is like me in that he can take a complex issue like GTM and make it ultra simple, where most training takes an easy concept and make it hard so you’ll just hire them as a consultant and do it for them.
Nathan isn’t a piece of shit like that.
The course was so good and effective, that a couple of weeks ago, I flew out to Thailand to meet Nathan in person and do a course with him and Tony Gavin. After some crazy rides through the insane traffic in Phuket and the most delicious Thai food I’ve had in my life, it was clear, Nathan not only knew his shit, he was THE shit.
Good people are rare. Good training that doesn’t waste your time that actually works is rare. Training that I like is even rarer.
If you’re looking to expand your marketing reach on YouTube, Nathan’s updated course is my go-to and what I have all my new hires go through to have a full and complete understanding of how it really works.
And the feedback is always the same. “This guy doesn’t waste our time, he’s smart as fuck and he’s rather entertaining too.”
If you want to take your business to the next level, you can search YouTube for free training videos and try to piece something together that may or may not work, or you can pony up and learn the right way from Nathan in a fraction of the time, and get FAR MORE out of it, for less than $500.
I recouped my investment in less than two weeks. Can you beat me?
Most people looking to do business online have heard of turnkey websites. They seem to be a one stop solution to getting an online business going without all the usual hassles associated with an online startup. Take a look through the business & industry section of eBay and you’ll see thousands of turnkey sites, sometimes going for hundreds or of dollars.
Turnkey sites are ideal way to start or grow your eCommerce activity. However, be wise as what seems “turnkey” to you may not be what you are getting:
Ever tried to design a site yourself. Did it go well? Or were the results not as expected. Designing and building a site from scratch can be difficult work if not impossible to finalise your desired look. Turnkey sites already have been designed by full time graphic designers to look professional and more importantly to achieve maximum sales conversions from your end users visitors. Why spend hours trying to get that look right when you can buy an existing proven design ready to go?
Some look to WordPress as a way around a great looking site. With the many themes available it just seems easy, right? Wrong. WordPress, while powerful, can be overwhelming as if you don’t do it right, your site can really have issues and inadvertently, get penalized by Google to boot.
The worst thing you can do is launch a site that hasn’t been tested, and not just on different browsers, but tablets and mobile phones too. Your site MUST have a responsive design (one that expands and shrinks depending on the device). Other things to test on your site include scripts, databases & different screen modes. There are many sites out there that will show you what your site will look like across different browsers and versions.
3. Easy to modify
The majority of turnkey sites are very easily to modify, especially if it is WordPress. This is necessary, as you should personalise your site with your welcoming text and sales message to make the site yours. You don’t want your site to be exactly the same as someone else’s does you. With all the hard work done by someone else, just personalise your site to complete it and make it stand out from the crowd.
4. Trusted Partners
Affiliate Marketing is made easy by turnkey websites. If you want an affiliate relationship with another online organisation you need to be careful whom you choose. But by purchasing a turnkey site already affiliated with another party, all the research has already been done for you. Everything will have been examined about the affiliate program in detail, to make sure they are reliable, secure, pay out on time, offer excellent support to affiliates, and offer flexible linking methods. And if your site is not affiliated to another party but a stand-alone site it will be setup with the other payment links to a trusted payment processor such as Paypal.
Turnkey websites are very cheap. For roughly $200 you can get one setup including one years hosting or pay monthly hosting and get one setup for about $100. Try getting a new site developed for this cost and you won’t get very far. Most web developers charge from $85 per hour, so you’ll be lucky if you get one page done for the same cost.
6. Quick Setup
Sellers who setup turnkey websites normally do it for a living on a full time basis. They’ve done it many times before so they know exactly what they’re doing. Usually your site will be setup and live within 24 – 48 hours. You shouldn’t have any problems after your sites setup, after all they livelihood depends on it and if a sellers making mistakes during the setup can be very costly if not financially, then defiantly towards their reputation and feedback.
Want promotional advice, or to change the style of your site. Who better to ask than the people who created or installed your site? After sales support is normally included by email or a support ticket system and is a valuable source of information. Just one of the benefits of purchasing a turnkey website.