Transcript of Frankel's Free Clinic August 6, 2001

Rob Frankel ( (8/6/2001 8:59 AM): Wow, two minutes early...that must be a record of some kind....

Del (8/6/2001 8:59 AM): Entered the room.

Terri Robinson ( (8/6/2001 8:59 AM): Greetings Rob! Got your coffee yet?

Terri Robinson ( (8/6/2001 8:59 AM): Hi Del! Rob, I'm going to put it in my diary <grin>

Rob Frankel ( (8/6/2001 8:59 AM): Got the first cup fully digested....speeded up

Terri Robinson ( (8/6/2001 9:00 AM): Great stuff in FrankelTips last night, Rob!

Rob Frankel ( (8/6/2001 9:01 AM): Thanks, Terri...that campaign actually worked quite well....

Rob Frankel ( (8/6/2001 9:01 AM): ...although next week's issue will have to deal with pro-active marketing versus spamming.

Terri Robinson ( (8/6/2001 9:02 AM): I can see why! And it sure beats cold calls <G> I am going to give it a try myself - soon as I get the great letter created.

Rob Frankel ( (8/6/2001 9:02 AM): The key really is the letter -- and the list, of course. But if you can write the letter, you'll find that NOBODY gets pissed off. I even got compliments from people on the letter!

Mark P-R ( (8/6/2001 9:03 AM): Entered the room.

Terri Robinson ( (8/6/2001 9:03 AM): that's good to know!

Rob Frankel ( (8/6/2001 9:03 AM): I hate cold calling. I like talking to people who want to buy.

Terri Robinson ( (8/6/2001 9:04 AM): Doesn't everybody? <grin>

Rob Frankel ( (8/6/2001 9:04 AM): And something like five people didn't even bother e-mailing back...they called.

Chester ( (8/6/2001 9:04 AM): Entered the room.

Terri Robinson ( (8/6/2001 9:05 AM): I know that I have evolved to the point where I don't "chase" after those people that make my life difficult - like not responding when I leave messages for them.

Rob Frankel ( (8/6/2001 9:06 AM): I figure that if you've got the technology, you might as well leverage it.

Rob Frankel ( (8/6/2001 9:06 AM): But you have to be smart about it. I had a great list of marketing and advertising contacts.

Terri Robinson ( (8/6/2001 9:08 AM): were those ones you had built up over time?

weber (8/6/2001 9:08 AM): Entered the room.

Rob Frankel ( (8/6/2001 9:08 AM): These were contacts that were pre-qualified but had never head of me.

Del (8/6/2001 9:08 AM): Hey Mark, what changes have been happening at

Rob Frankel ( (8/6/2001 9:08 AM): Anyone have something to bring up today?

weber (8/6/2001 9:08 AM): Hey Terri, Rob and Del

Terri Robinson ( (8/6/2001 9:09 AM): so how did you pre-qualify them?

Terri Robinson ( (8/6/2001 9:09 AM): Hey weber! hi Mark!

Mark P-R ( (8/6/2001 9:09 AM): Del ... I changed my tag line from "Motivation for the Masses" to "You'll Feel Better!"

Frederick ( (8/6/2001 9:10 AM): Entered the room.

Terri Robinson ( (8/6/2001 9:10 AM): Rob, I do have something if no one else does :)

Del (8/6/2001 9:10 AM): Any comments from your existing clientele?

Rob Frankel ( (8/6/2001 9:10 AM): Go ahead Terri

weber (8/6/2001 9:10 AM): Rob I have a question

Del (8/6/2001 9:10 AM): Hi weber.

Terri Robinson ( (8/6/2001 9:11 AM): my company name is Robinson & Associates, my URL is and of course my own name - I know what you have said about branding yourself, but what the heck is my brand really???

Rob Frankel ( (8/6/2001 9:12 AM): For a long time, Terri, I've maintained that leadership is the key to building a big brand. That means NOT hiding behind a fake name.

Terri Robinson ( (8/6/2001 9:12 AM): I have really considered as my brand, but lately I have been putting my own name in my meta tags and on my newsletter

Del (8/6/2001 9:13 AM): Terri: How are you currently getting your clients, local business or net business?

Rob Frankel ( (8/6/2001 9:13 AM): In the first place, "Associates" is always read as "I'm here all by myself'

Rob Frankel ( (8/6/2001 9:13 AM): In the second, everyone is hiring you anyway, so why NOT use your real name?

Terri Robinson ( (8/6/2001 9:13 AM): both, Del - more net business than local really

Rob Frankel ( (8/6/2001 9:14 AM): I had to manage the transition from "Frankel7 Anderson" to Rob Frankel. I took my time doing it -- about two and a half years.

Rob Frankel ( (8/6/2001 9:14 AM): But the pay out was worth it. Because now everything is centralized at just one source, under one brand.

Terri Robinson ( (8/6/2001 9:14 AM): Rob, one of the changes I made to the site lately was changing my about us page to headlining "who is Terri Robinson"

Rob Frankel ( (8/6/2001 9:15 AM): I think that's a smart move, Terri, as long as the story tells them why you're the best solution.....

Terri Robinson ( (8/6/2001 9:15 AM): I have the domain too Rob

Rob Frankel ( (8/6/2001 9:15 AM): One of the reasons I have the OBH is to provide a picture of myself, too. It makes a big difference

Terri Robinson ( (8/6/2001 9:16 AM): hmmm well, I think it tells them why I know my stuff <grin>

Rob Frankel ( (8/6/2001 9:16 AM): Terri, I was online with for about two years before I began the transition. I simply built the site around the old F&A site

Terri Robinson ( (8/6/2001 9:16 AM): I have my picture there too

Terri Robinson ( (8/6/2001 9:17 AM): that sounds like a good way to do it, Rob

Rob Frankel ( (8/6/2001 9:17 AM): Now, all frankel-anderson requests go straight to the index page.

Terri Robinson ( (8/6/2001 9:18 AM): did you use re-direct to do that, Rob?

Del (8/6/2001 9:18 AM): I do that with my old biz name (and domain). Redirect to my new site.

Rob Frankel ( (8/6/2001 9:19 AM): Nope. I changed the F&A page to "main.html" and changed the index.html to a Rob Frankel page

Rob Frankel ( (8/6/2001 9:19 AM): Then I "grew" the Rob Frankel content around the existing site.

Terri Robinson ( (8/6/2001 9:19 AM): smart! I know, that's why you get paid the big bucks <grin>

Rob Frankel ( (8/6/2001 9:20 AM): That's why you still see "frankel-anderson" in some of the browser window addresses...

Rob Frankel ( (8/6/2001 9:20 AM): But I don't really care, because the same domain gets you there and Frankel & Anderson is still the corporate shell I use.

Rob Frankel ( (8/6/2001 9:21 AM): The point is, that if you're really leading the charge, lead with your own name. And do it before you're supplanted by someone else with your name. You have no idea how many Rob Frankel's there are!

Terri Robinson ( (8/6/2001 9:21 AM): so that would be easy - to make the index page the same as my index.html

Del (8/6/2001 9:22 AM): Didn't Weber have a question?

Rob Frankel ( (8/6/2001 9:22 AM): Anyone else have a question?

weber (8/6/2001 9:22 AM): I have one

Terri Robinson ( (8/6/2001 9:22 AM): thanks, Rob!

Rob Frankel ( (8/6/2001 9:22 AM): Yes, Terri....rename the other one something else and provide a link to it if it's different.

Terri Robinson ( (8/6/2001 9:23 AM): it's really a splash page - easy to lose it :)

Rob Frankel ( (8/6/2001 9:23 AM): Weber? You up?

weber (8/6/2001 9:24 AM): Thanks Rob, Our ezine Interviews With the Masters, just got a notice from Topica who is hosting it. We got appx 400 new subscribers from that notice, since they did not come as a result of a purchase what is the best way to integrate them into understanding our way of doing business, our standards, etc?

weber (8/6/2001 9:24 AM): We were recognized as a "new" ezine

Rob Frankel ( (8/6/2001 9:25 AM): First, congratulations on that coup. I remember that a while back we were talking about using that venue as a branding tool. Good for you. it's working.

Rob Frankel ( (8/6/2001 9:25 AM): You may want to isolate those new members and directly address them. You know who they are. Create a special message and mail directly to them -- but don't spam!

weber (8/6/2001 9:25 AM): Thanks! Your help and advice was priceless.

Rob Frankel ( (8/6/2001 9:26 AM): Because you are what you are, hard selling would be wrong, but an "invitation" would be brand-consistent. What can you offer them as an enticement into your world? (Arizona Report (8/6/2001 9:27 AM): Entered the room.

weber (8/6/2001 9:27 AM): I am sending out copies of the current ezine. But should I do a separate introduction about our products and philosophies?

weber (8/6/2001 9:27 AM): Some sort of special discount one time order?

Rob Frankel ( (8/6/2001 9:28 AM): Yeah, Weber, I think you should. I think you should tailor a message for precisely that purpose. Recognize that they're new to the concept and offer your services to ease them in. it can be a philosophical message but whatever it is, make sure it includes SOMETHING for THEM TO DO.

Rob Frankel ( (8/6/2001 9:29 AM): Invite them to explore your archives, browse through the store, inspirational stuff....but motivate them to visit.

Rob Frankel ( (8/6/2001 9:29 AM): Somewhere in there, you can include something about "specially priced packages", but in your case, I wouldn't hit that too hard. Keep it gentle.

weber (8/6/2001 9:30 AM): OK. Actually, on every issue the interview itself is only available on our site. SO they have to visit to read it.

Rob Frankel ( (8/6/2001 9:31 AM): incidentally, whenever someone buys one of my books or tapes, I send a thank you letter that lists all the other free and other ways I can help them with their brand issues.

weber (8/6/2001 9:32 AM): That's how I got to this chat originally. :)

weber (8/6/2001 9:32 AM): Thanks for the advice Rob.

Rob Frankel ( (8/6/2001 9:32 AM): I don't hard sell, I just list all the additional stuff they can get for free and stuff....It's more of a thank you than a sell

Rob Frankel ( (8/6/2001 9:33 AM): Right! So that kind of thing really works if it's brand consistent.

Del (8/6/2001 9:33 AM): BTW- Weber, I made 4 modifications to my product pages (just the greeting card pages) that resulted in approximately a 75% increase in my GC sales last month. The changes? Right at the point-of-purchase, I let them know when the product ships and provide them links to: Guarantee, Contact Us and Returns.

Del (8/6/2001 9:33 AM): Something to consider if you're not already doing it.

Rob Frankel ( (8/6/2001 9:34 AM): Speaking of testing, here's something really bizarre:

Mark P-R ( (8/6/2001 9:34 AM): Great ideas Del...

weber (8/6/2001 9:34 AM): Good idea Del, we will have to implement that.

Rob Frankel ( (8/6/2001 9:35 AM): For about 60 days, I had a package price on my book and tapes...order both and pay less for BOTH than for just the tapes.

Del (8/6/2001 9:35 AM): It's not always about the size of your traffic, the about the traffic you have that can be converted to buyers. :-)

weber (8/6/2001 9:35 AM): I'm thinking of forcing them to visit our monthly special page prior to checkout.

Rob Frankel ( (8/6/2001 9:36 AM): NOBODY chose the special price! people bought the tapes alone for MORE than what they could have paid for both at a lower price!

Rob Frankel ( (8/6/2001 9:36 AM): Del, you're dead on. I wish more people understood that.

weber (8/6/2001 9:36 AM): Were they both on the same page?

Mark P-R ( (8/6/2001 9:36 AM): very strange ....

Rob Frankel ( (8/6/2001 9:37 AM): Why not just list the specials on the page right before check out?

Terri Robinson ( (8/6/2001 9:37 AM): weber, I wouldn't "force" them to do that - why not have the link to the specials page on the checkout page?

Del (8/6/2001 9:37 AM): Rob: Like I mentioned several months ago. When I increased my GC prices (only an additional .29 more each), sales rapidly did my profits. Price perception is a funny thing.

Rob Frankel ( (8/6/2001 9:37 AM): Yes, in fact, the special was linked in capital letters at the top of the page.

Rob Frankel ( (8/6/2001 9:37 AM): Yes, Del. True. One of the most common recommendations I make to clients it to raise prices. It gets them out of the price competition game.

weber (8/6/2001 9:38 AM): The way our cart works is that they select the item they want to order, They see the cart and can adjust the quantities up or down. Then can continue to shop

Rob Frankel ( (8/6/2001 9:38 AM): And once you have that confidence in your brand, that price perception carries over to brand perception.

weber (8/6/2001 9:38 AM): But prior to the final checkout I would like to force a visit so they can add the special if they want.

Rob Frankel ( (8/6/2001 9:39 AM): Or at least create a permanent link on the check out page that takes them to an ever-changing offer.

Rob Frankel ( (8/6/2001 9:39 AM): Yeah, I agree.

Rob Frankel ( (8/6/2001 9:40 AM): A friend of mine calls this the "Golden Moment"....since people are buying anyway, why not get them to buy one more of something?

weber (8/6/2001 9:40 AM): Every month we are having a special. Usually not our regular products however. Like this month it is Vitamin E complete buy 1 get the second for 50% off

weber (8/6/2001 9:41 AM): Last month it was a diabetic product called Glucose Support

Del (8/6/2001 9:41 AM): Rob: And sometimes it's a matter of worthwhile text to help customers validate that brand and price point.

Mark P-R ( (8/6/2001 9:41 AM): Also remember to include a "bounce-back" offer with the order when it's shipped...

weber (8/6/2001 9:41 AM): Mark, what do you mean bounce back?

Mark P-R ( (8/6/2001 9:42 AM): a special offer for your new or current customer that they receive when they get their products

Rob Frankel ( (8/6/2001 9:42 AM): I love bounce backs

Del (8/6/2001 9:42 AM): The problem with "specials" is that your conditioning your mailing list subscribers that "if they wait long enough, it'll go on sale".

Rob Frankel ( (8/6/2001 9:43 AM): even if you don't get another sale, they often deliver great data.

Mark P-R ( (8/6/2001 9:43 AM): I also include a one million dollar bill and say "thanks a million"

weber (8/6/2001 9:43 AM): Del, that's why it is on new products

elizabeth (8/6/2001 9:44 AM): Entered the room.

Rob Frankel ( (8/6/2001 9:44 AM): Del, that's why you don't condition them with "special" offers. But "special purchases" are great. Letting you fans know that you got a great buy on a bulk order of vitamin Z or something.

elizabeth (8/6/2001 9:44 AM): Hey Mark I'm going to use your million dollar bill idea for a follow-up to meetings I just had at a trade show -- thanks!

Mark P-R ( (8/6/2001 9:45 AM): people seem to really like them...

Rob Frankel ( (8/6/2001 9:45 AM): Del, here's something interesting. On my book sales through Amazon, I get NO data on customers. So the entire back of the book is designed to encourage them to visit my site. It's actually a bounce back of sorts.

weber (8/6/2001 9:45 AM): Mark, did anyone pay the million dollar bill? hahahaha

Del (8/6/2001 9:45 AM): Rob: Your distinct advantage is that your site is an upsell machine.

Rob Frankel ( (8/6/2001 9:46 AM): Which is an important lesson for those of you selling stuff through distributors.....

Rob Frankel ( (8/6/2001 9:46 AM): Del, everyone's site should be an upsell machine!

Del (8/6/2001 9:47 AM): Tony Robbins is a great UPSELL machine example. Buy his off-the-shelf book for $7...Buy his CD/tape set for what? $199...Go to his seminar for what? $1000.

michael kimsal ( (8/6/2001 9:49 AM): Entered the room.

Del (8/6/2001 9:49 AM): Jay Abraham is another one. (Though he hasn't produced anything innovative or NEW in like 16 years.)

Rob Frankel ( (8/6/2001 9:49 AM): Oh, don't even get me started on that....professional "motivational" speakers are just such hot air....ARRGH

Rob Frankel ( (8/6/2001 9:50 AM): (TEN MINUTE WARNING)

Rob Frankel ( (8/6/2001 9:51 AM): Del, Jay Abraham calls me every few months to try to sucker me into a dopey deal. I love Jay, but I agree with you. He's just in denial about this stuff. Still trying to sell the same old thing to a list of people who are tired of buying.

weber (8/6/2001 9:51 AM): I like them if I can learn something from them. Maybe a new approach, etc.

Rob Frankel ( (8/6/2001 9:51 AM): I was saddened recently, when he faxed me a bizarre deal selling satellite TV dishes. Then he followed that up announcing a seminar with some "branding guru" -- that they had to cancel .

Del (8/6/2001 9:52 AM): Didn't he put out a book a couple years ago which was yet again, another rehash of his "multi-million dollar deals" sales manuals he used to sell for something like $500 a pop?

Rob Frankel ( (8/6/2001 9:53 AM): Jay is a great pitchman, though. I love watching him stir up a crowd with his "my accountants don't want me to do this....." and then he sells $5 worth of books for $5000 -- a discount for you if you buy today. I should charge $50,000 for them!

Rob Frankel ( (8/6/2001 9:53 AM): Yes, he did.

Del (8/6/2001 9:53 AM): Speaking of books...Any thoughts as to Version 2.0 of your text or a companion book? (Arizona Report (8/6/2001 9:53 AM): Tony Robbins is now a BRAND name. He can just about SELL anything under that name.

Rob Frankel ( (8/6/2001 9:53 AM): For a while, he would keep sending me all this stuff....which I sold on Ebay.

weber (8/6/2001 9:54 AM): Hi James

Rob Frankel ( (8/6/2001 9:54 AM): Yup...I will likely update ROBX and am just starting a new book that speaks to a broader topic.

Del (8/6/2001 9:55 AM): You really should consider an 8.5" x 11" branding workbook/guidebook that takes people step by step through different processes....A book for the entrepreneur. (Arizona Report (8/6/2001 9:56 AM): Hello, Allen!

Rob Frankel ( (8/6/2001 9:56 AM): Del, I would, but when I experimented with that, it didn't work -- and for a good reason. Most business owners really can't brand themselves. In fact, that's how the tapes came into being. At least that way, they can try it and see how to implement the strategies and tactics.

Rob Frankel ( (8/6/2001 9:57 AM): (TWO MINUTES)

Rob Frankel ( (8/6/2001 9:58 AM): Anyone else before we adjourn?

Del (8/6/2001 9:58 AM): I'd like to see sections on: Branding your Service, B&M, Internet Site, Tradeshows, Examples of good/bad brands and why (both of companies and people). :-)

Terri Robinson ( (8/6/2001 9:59 AM): Rob, thanks for all the help! See you all next week!

Del (8/6/2001 9:59 AM): And edited text. ;-) Watch that flowing text. heh.

michael kimsal ( (8/6/2001 9:59 AM): Can I solicit volunteers here, or is that off limits?

Rob Frankel ( (8/6/2001 9:59 AM): Good suggestions, Del....thanks!

Mark P-R ( (8/6/2001 9:59 AM): it was a Great Chat ... lots of good ideas ... thanks everybody!!!

Rob Frankel ( (8/6/2001 9:59 AM): Anything goes here, Michael!

michael kimsal ( (8/6/2001 10:00 AM): maybe next week...

Del (8/6/2001 10:00 AM): Rob: See. Outsiders perspective. :-)

Rob Frankel ( (8/6/2001 10:00 AM): Hey, I take my own advice!

Rob Frankel ( (8/6/2001 10:00 AM): Just took yo0urs!

Rob Frankel ( (8/6/2001 10:01 AM): See you online!

Del (8/6/2001 10:01 AM): Oh...I got more for ya. Heh.

Del (8/6/2001 10:01 AM): I'm out folks. Have a great week!

weber (8/6/2001 10:01 AM): See you all next week

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