In 1994, he left his career at the prestigious Arthur Anderson firm to help rescue his family’s failing clothing business.
His strategy was to turn it into a “unique destination.” It worked. He attracted patrons such as Madonna, Prince, and Eric Clapton and, in the process, increased revenue from $1.5 million dollars to $6.5 million in three years.
Next he invested $7500 to create a hypnosis center which he expanded to multiple locations, generating over $7 million a year.
Wanting to share his success secrets, he then developed a program for other hypnosis centers so they could achieve the same success he had. When he made $287,000 in one week selling the program, he knew he was on to something big.
He turned his offline successes and marketing into an information product that went on to generate in excess of $4 million dollars in just two years. And that was just the beginning.
Today, Rich Schefren is considered an expert strategist in helping entrepreneurs and small businesses grow their business online. In Dan Kennedy’s words, Rich “has brought a who’s who of the marketing world to him, to partner, or for assistance in their businesses—in decreasing chaos while increasing profits…”
At GKIC, one of the core ideas we teach is to use a free report to attract new business—and Rich just so happens to be a master at creating successful free reports. In fact, he’s generated a minimum of $2 million dollars in sales from every single free report he’s released.
Here are three tips Rich gives for creating free reports that generate tons of cash:
Make your report the only clear choice: This may seem like a no brainer, but it bears repeating. Your report must cut through the clutter. When your prospects and customers are skimming through their choices of what they should read to solve their problem, your report should stand out and eliminate reports with similar themes which may be competing for their time.
Create a report that makes a claim that is different and compelling. For example, “Discover free personalized help for your toughest medical problems that even your own doctor can’t provide.”
Don’t be cute or clever: You want the benefit of your free report to be completely obvious. While it’s tempting to insert humor or cleverness, believing this tactic can help you stand out, in reality cleverness can become a liability. You want to make an important point, so you don’t want to risk this being lost in translation or give the impression that you are less than credible.
For example, you probably wouldn’t take a report seriously with a title like this: “Stop Worrying About Your Heart With This Surprising Treatment That Is State-of-the-Artery.”
Leverage your report to create insatiable desire: The content of your report should paint a picture which creates desire for your product or service. To do this, your report should be focused on setting your product or service up to be:
- The only clear choice.
- Positioned as the leader in your market.
- The only thing that can help them achieve the benefit you are promising.
- Easily understood.
Free reports can be the catalyst for generating leads, launching businesses, increasing product sales and much more. Applying these concepts to every free report you create can mean the difference between a report that is a big waste of time and resources and a report that blasts your business (and income) to new heights.
P.S. – Get “The 10 Rules to Transforming Your Small Business into an Infinitely More Powerful Direct Response Marketing Business” for FREE. Click here to claim your customer-getting, sales-boosting tactics.