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Success Stories - 12 Doers Share Their Secrets. Interview #12: Andy Frain
By: Martin Avis
The final interview in this series is with an English
marketer by the name of Andy Frain. Andy is a 40-year
old ex-teacher who lives in Shropshire, deep in the
heart of rural England.
Although he doesn't seek out the company of his ex
teaching colleagues, he says, "Old colleagues I now
occasionally meet are envious. I wish I could have a
pound for every one of them that says,'if only I had
the guts!'"
Doesn't that sum up this Internet lifestyle? 'If only I
had the guts.' Well, the twelve people that we have
talked with in this series have all had the guts. And
now they are all reaping the rewards.
BizE-zine: What pushed you to give up teaching - and
what did you move on to?
AF: I started working life as a Physical Education and
History teacher in a very tough Senior School in
Birmingham. After injuring my back fairly severely I
had the opportunity to do a Masters Degree (in the
Philosophy of Education of all things.)
My brief spell in academia was enjoyable, but when I
went back to teaching for a year, I decided it wasn't
for me. It wasn't the kids. I loved them no matter how
tough they were. It was the politics and the eternal
BS. I'm sure I made the right decision because I
believe the situation is even worse now.
So I took the best decision I ever made and moved part-
time into direct sales. I started selling to
individuals in their homes and progressed to Area
Manager within three months - earning three times my
teaching salary. Within two years, I was Sales Director
responsible for Corporate Accounts. I suppose I am one
of those people with a natural ability for sales.
BizE-zine: Do you ever miss teaching?
AF: No! I think after you have been in the real world
of business for a while, you see teachers as being
petty. They do a very important job, but boy do they
make it more difficult than it needs to be. In any
case, my soon to be ex-wife is a Head teacher - so I
have had my fill of teachers!
I do run a junior football team and scout for
Birmingham FC's academy in my (spare?) time, which
means I still fulfill that desire to help kids
BizE-zine: How did you move from sales to the Internet?
AF: In 1998/9 my business was bought out. After a
period of contemplation, a friend made me an invitation
and I wound up selling web sites. I knew nothing! Not
one end of a PC from the other. (Some say I still
don't). But I could sell and it was a 'flops' period in
Internet development because of all the hype. 'Flops'
are people with their check books out before you get
there. A fair percentage of people WANTED a web site
because of the hype. It was very easy at first for an
accomplished salesman in this environment.
So, I took selling web sites into my own business.
BizE-zine: What happened next?
AF: Web sites became very tough to sell after the dot-
bombs hit in 2000. The environment totally changed
after the initial rush. Sales resistance ruled. This
was further strengthened as business people started to
realize that web sites were not the panacea for
business that all the hype promised. Of course, the
fact that the average businessperson was being
contacted several times a day by wannabe's and
professionals alike offering to 'build a site' just
made it harder.
My solution to this was to write an ebook/course, which
launched in September 2000. It was called 'How to Sell
Web Sites Like Wildfire' and directly addressed the
sales resistance problem that was cutting web designers
income.
BizE-zine: Looking back, do you know of any of the
people or businesses who you sold sites to in the
heyday, that actually made successful web businesses
with them?
AF: Well I am bound by a confidentiality agreement (I
sold my web design business), but there are two that I
am very proud of. Both of them have offline promotions
that drive traffic to their sites. They do VERY well.
BizE-zine: Was your book an immediate success?
AF: The book has an asking price of $97. In the latter
part of 2000, it accounted for 90% of my income. The
same was true for the first few months of 2001 as I
took on several joint ventures. Eventually, sales
started to plateau but by then I was getting offers for
other opportunities.
Sales still roll in for the book almost daily. But it's
the on and offline spin offs that came from writing the
book that account for income today so actual numbers
sold are only a small part of the equation.
I now consult for a large web designer on new business
sales. Also, I get frequent requests to write copy for
sites and offline campaigns on a profit share basis. I
also have web site 'projects' where I consult offline
businesses on how to get the best out of their web
sites.
BizE-zine: So you started making a profit online from
the very start?
AF: That's the beauty of an info product - it is almost
instant. Apart from the length of time it takes you to
write a comprehensive, quality, 250-page ebook!
But it's the best thing I ever did because of the doors
it has opened for me, and the contacts that I have made
all over the world.
It took me well over two months to write. But it is a
comparatively high priced ebook/course with a great
deal of content.
Selling an ebook at $97 that still brings in regular
income nearly 2 years later has proved a good model for
me on the topic of my expertise.
BizE-zine: Can you suggest some basic pointers for
people who are setting up their own web businesses?
What must they do, and what should they avoid?
AF: Concentrate on copy, NOT design. By far the most
useful skill you can have is mastering direct,
emotional-response copywriting. In other words, being
able to get into people's heads and make them WANT your
offering. I am getting better at it. Seriously. But it
has taken a while.
I have recently compiled emails to cold personalized
prospects that have achieved a massive 20% response.
And, as Martin knows, a recent offer of mine received
an astonishing *80%* response rate!
Quality of copy is the key to success. Definitely.
If you can't write, cut a deal with someone who can.
You have to be able to MOVE people. Beg, steal, borrow
or barter with a good copywriter because without
emotionally directing prospects you will sell
diddlysquat! (That's colloquial English for not very
much.)
If you have the right product or service and want me to
look at it drop me a line. If it's exceptional I will
consider a profit share with no up-front fee. You'll
never know unless you ask!
BizE-zine: As a writer yourself, which ebooks or
courses have you read that have really helped you?
AF: I have spent a lot of money on ebooks over the
years. I am a big fan of Marlon Sanders, Gary Halbert,
Dan Kennedy, Jay Abraham, Bill Myers and Jim Straw. But
the one I really rate is Gordon Alexander. He has a
wealth of knowledge. I am in the process of learning to
be effective in print as I am in direct sales. Remote
Hypnosis, by Gordon, is a masterpiece in my mind. It's
ridiculously low cost for the gems it contains. Gordon
and Gary Halbert are my favorite copywriters.
BizE-zine: How do you go about getting targeted traffic
to your site?
AF: Targeted traffic? Without doubt, joint ventures.
When you are dealing with a tight niche market, often
the quickest route is to use those already there.
BizE-zine: Lots of people talk about JVs - how do you
go about seeking them out?
AF: I take a lot of time to ensure I contact the right
people in the first place. Quality research is key. I
use Copernic originally and then Alexa which
automatically measures traffic to web sites. If they
are not ranked in the top 100,000, I don't investigate
any further.
Alexa also has an excellent links service that provided
prospect after prospect for me on potential jv
partners.
I'll then do a whois search to find out the contact
details, if they are not on the website. If I still
can't find out the details, I'll often phone and ask.
That's for web sites ...
... for e-zines, I'll go through the directories for
the biggest readerships in my niche.
THEN it's all down to the copy! If I sound like a worn
out record it's because it's true. If you can't get
inside your prospects head and get him to raise his
hand, all the hours spent researching are worthless!
BizE-zine: What has been your biggest mistake?
AF: Letting my soon to be ex wife be in charge of the
finances! I am still recovering from that one.
But other than that, I have made some poor partnership
choices. Although I am trying to be much more careful
these days, I do have a tendency to be too trusting. A
fairly well known marketer still hasn't paid me for the
rights to my book after over a year.
BizE-zine: What software do you use and recommend?
AF: These are things I use most:
Ebook creation software: http://www.ebookcreator.com. I
use this for a multitude of things including:
+ Special reports that can't be copied
+ Cloning web sites for promotional purposes
+ Sales letters that either expire or need access codes
+ And of course, ebooks.
Copernic.com for research (free download). Cant be
recommended highly enough
Alexa.com (free download) This ranks web sites
according to Alexa usage and is an excellent guide to
site traffic to find joint ventures etc.
BizE-zine: How do you see your online business
expanding in the short term?
AF: I was waiting for this question! I am working on a
project at the moment that involves Local Email
Marketing. It's exciting because I have found a way
whereby people, even without sales experience, can
easily find clients from their local community
And even more importantly, instantly turn as little as
one client into an instant four-figure income.
I will show them step by step how to do this as I have.
It really is very simple to do.
The details are just about to be announced for the
first time at http://www.hype-free-zone.com but
essentially, small business owners have had 'sales'
people to the back teeth! They are now approached by a
cold call several times a week or even a day.
They have also had to contend with the 'big Internet
lie' ... that web sites will earn PROFITS. The figures
available indicate that 95% of web sites for offline
businesses don't generate enough income to cover their
hosting fees! So much for the information-age gold
rush.
This has meant that sales resistance has increased many
times. Even since the publication of my book. The
Internet and web sites are full of BS sales pitches.
Every time a businessperson switches on their PC,
television or radio they are bombarded!
Small Business owners are subconsciously screaming
'ENOUGH IS ENOUGH!'
And, because of this, they have developed avoidance
tactics to break through all the manipulation and
learned scripts. They have become a match for even the
most professional sales person.
The numbers game for sales just doesn't work any more:
5 years ago, you may have had to knock on 50 doors for
two sales. Now it's 500 or more! And it's getting
worse.
But I have developed a system that cuts through all
this. It automatically gets business owners to trust
you. And once they trust you, I have a system of
leverage that will multiply your business quicker than
you ever thought possible. I call it the New Reality.
Mix the New Reality with a concept whose time has
arrived (Local Email Marketing) and the boom will
follow. Guaranteed!
BizE-zine: What would you say to someone who has just
discovered online marketing and is looking to take his
or her first steps?
AF: Don't try to rip up trees when starting out!
A lot of people are suckered into writing their own
ebook or other big project. My advice is to become an
affiliate first of a proven product. We are only
scratching the surface of the Internet so don't worry
about competition. There are always niches that have
not been touched
BizE-zine: How would you suggest they select a good
affiliate program?
AF: RESEARCH and ask personal questions!
If you have trouble deciding on a project, email the
originator and see whether you get a helpful reply. Ask
them whether they can put you in touch with their
highest earning affiliates personally. Then talk to
those affiliates to ascertain their validity and
integrity.
Use this experience as your 'Internet University'
before creating you own master plan, and keeping all
the profits.
You have three choices if you want to succeed:
1. LEARN how to sell if so visit:
http://www.sellmoresites.com
2. Get an expert so sell FOR YOU. Again, visit
http://www.sellmoresites.com
and decide whether copy of that quality could sell your
product or service
3. STRUGGLE!
If you want me to consider selling your product or
service, drop me a line at andy@sellmoresites.com
____________________________________
About the Author
Martin Avis is a management and training consultant.
To get your unfair advantage in Internet marketing,
business and personal success, (and 6 free gifts),
subscribe to his free weekly newsletter, BizE-zine.
mailto:subscribe5@BizE-zine.com or visit his
information-packed website at http://www.BizE-zine.com
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