I've got example after example of companies (including ones I've worked with) that are crushing it right now on Facebook and the other social networks. In this book, I reverse-engineer their success so you can see exactly how they've done it.
There are many marketing strategies in this book that require spending no money on advertising at all. For example, you will learn how a "small-time" promoter sells out high priced business events, how an "unknown" author launched a best-selling book on Amazon, and how a brand new e-commerce site completed a multi-million dollar launch. All of these strategies were successful without spending a single cent on advertising.
If you are fortunate enough to have an advertising budget (lucky you), you will learn how to squeeze every last dollar from that budget. Especially how to get the most hungry buyers hitting your website for the lowest price possible. In fact, when you finish reading Chapter 7, you will know how to get all the targeted traffic you can handle from 10 cents a click (hint: it's not Facebook ads or Google Adwords).
The majority of marketers are focusing on Facebook.. There's a whole other world out there of little-known social networks that have so much traffic it's mind-blowing...
You will learn how to use Reddit, StumbleUpon, Slideshare, and Pinterest to reach hungry buyers rapidly with laser-targeted precision (hint: it doesn't involve "joining the conversation").
In this book, there are more than 200 unique marketing strategies, and 174 of these strategies require no advertising budget. If you just apply a few of these strategies, you can become an instant marketing genius, impress your peers, and gain respect for being a creative thinker.
"This powerful, practical book is loaded with great ideas to help you sell more, faster and easier in any market."
Mindvalley are among the world's best when it comes to product launches. Mindvalley reveal their exact launch blueprint for the famous $1 million "Unlimited Abundance" launch (hint: they renamed the webinar to be called a "live healing session" and got 30,000 registrations)
Kremer recently invented the term "BlogPalooza". Find out what it is, and how a BlogPalooza helped Amanda Hocking sell over a million books, get plugged by the New York Times and secure a publishing deal worth $2 million.
Ben is one of the best marketers you haven't heard of. Working quietly behind the scenes, he has generated over $900m of sales using online marketing. Ben reveals his top tips for getting high quality traffic at the lowest possible prices (including how he got 100 qualified leads for a landscaper for less than $4,000).
Bret Gregory has acquired more than 1 million REAL fans and sold $1.5m of revenue through Facebook. Read chapter 8 to find out how he's done this. He also reveals the scientific study of 7,000 Facebook posts and shows the two factors to make a post go viral. Use these factors to get more likes, comments and shares on your posts.
Jameson reveals the "coming soon" landing page design that has attracted over 7 million opt-ins...and has been proven to work in over 100 different industries. See chapter 5.
Sam Cawthorn is paid over $10,000 for a one hour speech by the biggest companies in the world. Gets flown internationally to speak on large stages. In this book, Sam uncovers his signature method for telling a story that sells. See chapter 4.
An amazing collection of marketing hacks and shortcuts. The only issue with this book is that after reading each page, you feel the itch to put it down and rush to your laptop to start executing on the many wonderful ideas you learn.
- Vishen Lakhiani, Founder & CEO, Mindvalley
Ditch your sales Prima Donnas, SEO gurus and thoughts of getting your MBA. Read this book, explode your revenue and reward yourself with a vacation
- David Perry, Author of Guerilla Marketing for Job Hunters
In this book, there are more than 200 unique marketing strategies, and 174 of these strategies require no advertising budget. If you are looking for ways to market without spending a lot of money, Feed a Starving Crowd is the book for you
- John Kremer, Author, 1001 Ways to Market Your Books
If you are looking for out of the box marketing techniques that really work, this book is a must-read
- Benjamin Simkin, The $900 Million Dollar Marketer
In his book "Feed a Starving Crowd", Robert gives some practical marketing tips that you you can apply immediately and get amazing results.
- HC Joe Raymond, Speaker, Coach and Author of "Embracing Change From The Inside Out"
Robert has created a one stop shop for anybody looking to expand their influence, build their brand and sell any product. If you're going to be a marketing pro, start here!
- Michael Fulmore, Author of Unleashing Your Ambition
If you have ever felt lost in the online abyss when it comes to successfully marketing your product, this book will not only help you find your way, but will lead you to prosperity. Tried and true, the steps presented by Coorey to help your business become a success are the very same steps that brought about his financial triumph. There is a lot of advice out there, but his is the real deal.
- Jennifer L. Tracy, Author of "Sincerely, The Mentor"
Robert has given marketing a makeover! This is a must-read for anyone trying to succeed in today's marketplace.
- Sheila Paxton, International Speaker, Author of "Getting Past Jaded"
Any one of the tested and proven strategies in this book will make you money. Taken as a whole they are a roadmap to the peak of your business potential.
- Patrick Snow, International Best Selling Author of Creating Your Own Destiny and The Affluent Entrepreneur
Get it straight from the source, find out from the experts how you can find, target and sell to the masses, no more fluff, just proven money-making marketing for your business.
- Colin Anstie, General Manager, Skotidas
Order 'Feed A Starving Crowd' now to learn
over 200 marketing strategies you can start using today!
"Movement is better than meditation."
- Gary Halbert, world's best copywriter
Have you ever read a great book, attended a great seminar, or learnt a great tip, and thought, "This sounds great"...but then you didn't take action on it?
We've all been there. Stop doing that!
People ask me how long it took me to write this book. My answer is fifteen years. This book is the culmination of fifteen years of test- ing, trying, implementing, failing, succeeding, and everything else in the middle.
I've worked in big business, small business, medium business, my own business, and everything else in between.
I've used online mar- keting to sell investment properties worth hundreds of thousands of dollars, and I've used online marketing to sell baby toys for a few dollars each.
I've sold photocopiers, enterprise software products, training courses, books—you name it, I've sold it online.
Heck, I even sold 800 dog baths in twenty-four hours using email market- ing (that was so much fun).
It doesn't matter which industry you're working in. Marketing is all about finding a starving crowd, and then feeding it what it wants.
Once I got 8,000 people registered for a webinar (and crashed the server). The world record is 10,899 attendees—so close! I was the co-founder of Punnky's World High-Five day with my E-Web Marketing colleagues.
With no marketing budget, we organized for thousands of people across four continents to give one an- other high fives, and the Facebook following quickly grew to over 130,000 fans.
Right now, I'm at E-Web Marketing; we're a mid-sized online marketing agency, and officially, one of the best places to work in Australia. With table tennis, pool, trampolines, and an office dog, it's certainly a lot of fun! Channel Seven in Australia came to visit our Sydney office and filmed it
"I'm always aware of who my core audiences are and I serve that niche." - Edward Burns, actor, film producer, and director
No one in business ever wants to go hungry, right? Here's a tasty tale from my mentor Gary Halbert that you should never forget.
Halbert was running a direct marketing course and asked his students the following question: "If you and I both owned a hamburger stand and we were in a contest to see who could sell the most hamburgers, what advantages would you most like to have on your side to help you win?"
The students gave a range of answers. Some said they wanted better quality meat. Others wanted sesame seed buns. Some said they wanted the best location while others wanted the lowest prices.
After the students had listed their advantages, Halbert said he would happily give them all those advantages if he could have just one. With that advantage, he would wipe the floor with them.
What advantage did he want?
A starving crowd.
It can't be stressed enough: Before you start marketing your product, look for the starving crowds. They are crucial to your online success.
After all, there's no point making dinner if nobody's hungry.
So, how do you find a starving crowd? Let's take a look at a few case studies from some of the world's best known marketers—and one of my own too.
People buy things for many reasons, and a lot of the time they "can't tell," "won't tell," or "don't tell" you these reasons.
As a marketer, if you can uncover these reasons and use them in your marketing copy, you’re well on the way to feeding your starving crowd.
My friend Alexi Neocleous, a legendary copywriter, taught me a lot about getting to the bottom of pain points to find the starving crowd. There’s some fascinating stories about how to uncover these in Chapter 4—keep your eye out for them!
A "ninja" way to find a starving crowd is to look at relevant forums and find what people are complaining about. Look at Amazon book reviews. The reviews for the book give valuable clues for what people were looking for when buying the book.
Let me share the story of how I found a big pain point in Amazon. I was recently reading up on self-publishing and I came across a book called APE: Author, Publisher, Entrepreneur—How to Publish a Book by Guy Kawasaki.
Before buying the book, I was reading the reviews. (Don’t we all?) One of the reviews was very detailed and gave the book only three stars. The reviewer was critical that the book didn’t provide much help for unknown first-time authors.
A side note: In my opinion, three-star ratings are the best to use for market research. Anyone who gives a one-star or a five-star rating is biased. Three-stars seems to be the sweet spot where the reviewer has considered the book, enjoyed some parts of it, but has constructive criticism.
Back to the reviewer's comments. An "aha moment" came to me that help for unknown authors is a huge concern and pain point for anyone who is wanting to write a book from scratch and self-publish it. Authors want to learn how to sell the first 100 copies or so of their books. They’ve got no marketing budget, but they’ve got plenty of time, and they’re not scared to do menial tasks to get their books out there.
And they’re passionate about their books—each one thinks his or her book is the best thing anyone has ever written. Fair enough; it probably is. Selling information products to bootstrapping authors is definitely feeding a starving crowd.
When online marketer Eben Pagan was single and looking for tips on how to meet "Miss Right", all of the books out there were teaching you what to do once you were already in a relationship. Eben’s problem at the time was that he couldn’t get a relationship happening in the first place! It’s no good reading about how to have a better relationship if you don’t have one, right? There was nothing out there that taught you how to get a date. That's why he wrote the book "Double your dating" and started his $100 million information marketing empire.
Dr. Libby (women's health expert) looked at all of the cookbooks on the bookshelves and found that there was a huge gap in the market for healthy recipes that were easy to prepare and tasted great! So she wrote Dr. Libby’s Real Food Chef, which is about healthy food that tastes delicious. This book became a #1 bestseller for over twelve months straight, and there is now a Real Food Chef book series in production.
Action Exercise: Go right now to Amazon and search for the books relevant to your business and its niche. Out of the highest selling books, look at the three-star reviews. Find out what disappointed people in the book and write down the five most common complaints below. Here is your chance to serve your starving crowd.
Eben also got massive affiliates on board. He’s been in the industry a long time and has great personal connections. Another reason he got a lot of affiliates on board is because of hard work! His affiliate managers attend many marketing conferences, and they network well and make new connections. He built a dedicated affiliate site and gave his affiliates all the details (swipe copy to send to their list, dates and times for each blast).
To get people on board as an affiliate, it’s very helpful if you can demonstrate past performance of product launches and if you have awesome prizes. Prizes make affiliates fight hard to sell your product. Eben’s top five affiliates got a MacBook Pro. The top ten got iPads. All along, Eben kept the leaderboard tally public, so as the affiliates went along, they had a push to get them a top spot.
The top person got a $50,000 cash prize. The second person got a $25,000 cash prize. And here’s the kicker—anyone who mailed all three mailings for pre-launch videos got double the prize—that’s $100,000 as the top prize. There were two contests: a lead contest and a sales contest. One contest to see how many leads you could deliver, and one contest to see how many sales you could deliver.
With all of these incentives, it’s no wonder the affiliates were so hungry to mail.
Action exercise: Write down the names of twenty potential affiliates for what you sell. The best way to think of who is a good match is any person or company who is also selling to your market. For example, for Eben’s seminar about business, any company that sells business advice to its customers is a natural affiliate.
In Chapter 6, I will show you how to contact these affiliates in the best way possible, but for now, just write down your list.
“The only thing more motivating than a limited supply of something is a rapidly diminishing supply of that same thing.”
- Scott Fenstermaker
Jedi psychological marketing tactics to create scarcity and a frenzy of buyers for your product
Your favourite performing artist is coming to town. Tomorrow morning at 10 a.m. the tickets go on sale. You are ready at your computer from 9 a.m. You go to the ticketing website and are frantically pressing refresh for one hour. At 10:01 a.m., you press refresh, but the server is crashing because of all the load. And then at 10:03 a.m., you realize that all the tickets are sold.
What is going on here? How do 100,000 tickets get sold in three minutes? How can these events make you so desperate to buy the tickets that you’ll waste an hour of your time (some people even line-up overnight in the freezing cold to get tickets), and when you run your poor little business event, you push and push and push for weeks and months and it’s a struggle to sell any tickets?
To understand the answer to these questions, first we need to open up the history books to see where this all started. Then we need to understand human psychology and why we do these irrational things. Then we need to understand the tactics that these promoters use to sell out these events. And then finally, you can apply these tactics in your scarcity marketing campaigns.
Why is scarcity good?
If there’s something you really want, and you think it’s in rapidly diminishing supply, you’ll do anything to get it RIGHT NOW! It’s what psychologist Daniel Kahneman calls “loss aversion.” His theories are quite complex, but the root of them is that people are far more strongly motivated to act to avoid a loss than to gain something. Someone who misses out on an exclusive ticket loses more satisfaction than someone who gains satisfaction from a $100 windfall.
A note of caution: This scarcity stuff is really powerful, and it’s extremely important that you use it for noble and worthwhile causes. Nothing stinks more than a fake scarcity campaign where people say something like “There’s only ten available” when there’s really an unlimited quantity available. People know when you’re faking it, so don’t do it!
A closely guarded scarcity marketing tactic from the 1600s that still works today
The earliest example of scarcity marketing is the sixteenth century “tulip bubble” that occurred in Holland. When tulips were first introduced to the Dutch from Turkey in 1593, they were a novelty that quickly became popular and, therefore, somewhat expensive. Then the tulips contracted a non-fatal virus, “mosaic,” that didn’t kill but altered them so that they had streaks of different colors appearing on their petals, creating a variety of patterns that made them more rare. With tulip bulbs already selling at a premium, those altered by the virus became even more desirable.
"Advertising is salesmanship mass produced. No one would bother to use advertising if he could talk to all his prospects face-to-face. But he can't."
- Morris Hite
Many people underestimate how much copy you actually need to convince people to take an action. Most prospective customers don't wake up in the morning and want to buy your product for no reason at all. They generally need a lot of persuasion.
Here's some examples of how much copy we did for a recent webinar launch:
Total words for this campaign were approximately 10,000 words—almost a small novel!
At the free book resources page, there's a link so you can download the sequence and flow chart of the campaign. There was a lot of complexity, and it's easier to understand when you can see it all zoomed up.
Here's some examples of how much copy we wrote for a recent national speaking tour campaign:
Total: Over 7,900 words
You need a lot of copy to drive people to take an action.
Two lessons I learnt from the world's top copywriter
About ten years ago, I learnt two very valuable lessons. I've used these lessons very successfully ever since. These lessons are so obvious, but so brilliant at the same time.
Lesson #1: Your readers are bored.
Lesson #2: Everyone reads your copy by himself at his computer.
You can apply these two lessons in tandem. Most people are bored at work, bored at home, bored when they go out. It's all just too boring. When they are browsing around on the web and they come across your brilliant content, you are actually doing them a favour by providing something that is interesting.
And everyone is alone when he or she is reading your sales copy. You're not talking to an audience of 1,000 people. You're having a personal conversation with one person. What does this mean? It means you can get emotional, and it means you should write your copy with the frame of mind you would have in writing a personal letter to a friend.
Templates and "fill-in-the-blank" headlines plus strategies for writing good headlines
While I was writing this book, I interviewed Alexi Neocleous, one of Australia's top copywriters. Alexi is the man behind a lot of high-profile campaigns, and he's on the speed dial of many top online marketers.
The first thing I asked him was "If I strip away every single headline and little tip and trick you've got and only leave you with one headline to use, what would that be?"
Without taking a breath, he said it would be the "How to" headline. The reason why is that it's the most universally applicable and diverse headline there is—because it promises to offer a solution. It promises to solve a problem; it promises to give information.
Alexi recommends to use the headline "how to—insert benefit"
How to lose five pounds. How to grow ripe red tomatoes. How to get at the top of Google. Or it could be how to solve a pain. How never again to slice a golf ball. Or how to cure frustrating slicing. How to put an end to your kids' ADD.
So that's the absolute basic one. Then as markets evolve, and people have seen your claims before, you need to start adding specifics—for example, specific claims, specific proof, etc.
As an example, "How to lose five kilos" is really a claim that's been said many times. But you can do: How to lose five kilos by eating more butter. How to lose five kilos by eating twice as much bread as you are now. How to lose five kilos without ever exercising for more than a minute per day.
These little specifics add surprise to the main benefits and lead people to ask themselves, "Wow, what's that about? I haven't seen that before."
The key to a great headline is surprise.
If someone is surprised, he will want to read more. And then you've done your job.
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Robert Coorey, MBA, is a #1 best-selling author and wildly successful marketer. Currently, he's Director of Global Business at E-Web Marketing, Australia's top online marketing agency.
He's obsessed with helping others achieve unheard of results through innovative strategies to feed starving crowds of buyers.
Robert has an MBA from Macquarie Graduate School of Management and a Bachelor of Computer Science from Macquarie University.