Fred Gleeck Interview

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Fred Gleeck Interview

Expert Info-Product Marketer & Successful Author

David Pierpont:  Today I have the pleasure to be talking with Fred Gleeck. Fred is an experienced information marketer and popular speaker. He’s written a number of books on sales, marketing, and publishing and he’s a real expert when it comes to helping others to market and sell their own information products. So welcome, Fred.

Fred Gleeck:  Thank you for having me.

David:  You’re welcome. Let’s just go ahead and jump right into it. My question for you today is, what’s your favorite marketing strategy or tactic that’s working really well for you or your clients right now?

Fred:  Well, there is a strategy that’s working really well for both myself and for my JV partners – the people that I work with in a partnership agreement. All of us are committed to the idea of using one particular marketing strategy that seems to be working well for the past two or three years, and that is the idea that nothing happens quickly.

I follow what I call the long view marketing strategy, which says that any kind of marketing that you do, especially if you’re dealing with people where you’re trying to get someone to give you a fair amount of money up‑front. The opposite approach –  the quick-sell approach that many people are using – isn’t working and doesn’t work for me in my market.

So my biggest strategy is the understanding that people need to be seduced slowly in order for them to part with their money. They’re becoming more and more skeptical, given the number of offers that are out there and the number of people that are attempting to reach into their pocketbooks. So that’s my single biggest strategy – having the understanding that this is a marathon and not a sprint.

David:  That’s great. And it really sounds like you are focusing on establishing a relationship first, rather than just going for the quick sale.

Fred:  Yes, particularly in situations where you’re asking people to part with a fair amount of money. And now, that number has come further and further down. It used to be that people would be reluctant to part with anything in the four figures, and now it’s to the point where somebody’s not going to part with $100 unless they have a fairly solid relationship and an understanding of who it is they’re dealing with.

So, I think that the aspect of trust is critically important to getting people to buy anything at any time. But the understanding is that the sale cycle is now lengthened considerably because of two things; number one, skepticism, and number two, the amount of offers that are currently out there.

David:  Right. We’re seeing the same thing. So, how do you recommend that someone should start off when establishing that level of trust?

Fred:  That’s a good question. One of the things that they have to consider – that a lot of people have not given a whole lot of time, energy, or effort to preparing – is what they give away to people for free. In the past, they would simply throw something together and that would be good enough to capture somebody’s email address and attempt to start a relationship with them.

The problem now is there’s so much clutter out there that your free material has to be second-to-none, so that when people come to your website or they ask for more information, and you give them something for free, that information really has to be great quality. It’s got to be something that is filled with useful information. It must be something that they can implement right away, to see whether or not you’re someone they should be following and trusting.

David:  True. That’s really important. One question a lot of people ask is how can they create something that is free – and has that value that you’re talking about – and then create a connection between that free offer and whatever type of paid product or service they have to offer?

Fred:  Well, let me give you my strategy on that. First off, I would start with whatever you’re thinking of putting together in terms of a free offer, and that you put it in a form of a checklist – whether it lists the nine things to do, or seven things to avoid, whatever your checklist is. But make sure that you put it in a checklist format. People like to follow something that. It’s like a map.

And the other thing that I always encourage people to do is to give everyone the generic way to do whatever it is you’re trying to teach. Because, inevitably, when you give people the generic or the general way to do something, the question that always comes back when they’re finished with it is, “Well, how do I implement that?” A lot of times people have been taught to tell people “what to do – not how to do it.” I disagree with that. I tell people “how to do it,” but I tell them how to do it on a general basis.

[…read full interview]

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