"The challenge of any organization is to build a feeling of oneness, of dependence on one another - because the question is not how well each person works, but how well they work as a TEAM!"
"WARNING!"
"All Members of Big Dogs!"
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The Magic of "Coat-Tail" Advertising
YES!...the Big Dogs program is fast approaching it's second anniversary, a milestone that LESS THAN ONE PERCENT of other Internet companies ever achieve!
YES!...the Big Dogs program has attained the status of icon of Internet marketing!
YES!...the Big Dogs program is very well known and very well respected across the entire Internet as a solid, stable company that has proven the test of time, and is here for the long haul!
Now these are good, positive factors about your program, and items that should make you feel justifiably proud. In fact a single day does not go by when I don't receive at least one email like the following.....
"Stan. I have been 'watching' your company for over a year now, while I've seen countless other 'hot' opportunities come and go. What can I say!? I finally bought your ebook and I guess I'm ready to run with the Big Dogs!"
"OK, Stan, you finally got me! For several months I have been seeing dozens of your ads in my mail box each day. I have to buy your ebook just to see what everybody is so excited about!"
"Who ARE you Big Dogs, anyway!? Over the last year I've joined a TON of programs that didn't seem to last long enough for me to get my first commission check! In the meantime you Big Dogs just seem to keep rolling along. I'm finally convinced - sign me up!"
Sometimes people have to be "hit between the eyes" with an ad a couplea hundred times before they react. Sometimes people just plain procrastinate for weeks, or even MONTHS, before they "get around" to reacting. Sometimes the (justifiably!) gun-shy denizens of the Internet develop a "wait-and-see" attitude about any new program until they feel it has withstood the test of time. For these folks, the majority of Internet marketers, the solidity of the Big Dogs program is a very positive factor.
On the other hand.....
On the other hand there are three classes of prospects to whom the Big Dogs program does NOT appeal - at least not DIRECTLY. These three classes constitute a HUGE segment of the business opportunity seekers market, but our traditional advertising focus actually ignores them. Let's analyze each of these three classes of prospects, and then see how.....
"Coat-Tail Marketing"
.....can open up an entirely new segment of prospects to you.
The first class of untapped prospects are those folks who are only interested in the hottest, newest, "pre-launch" opportunity. Misguided though their sentiments may be, they feel that "getting in early" somehow gives them a better chance of success. They roam the net in search of that absolutely-can't-fail "ground floor opportunity." YOU know what I'm talking about - that brand new, never before seen, one of a kind program that doesn't "officially" launch until, oh, say Thursday.
Class two prospects are those folks that may have read a Big Dogs ad, or viewed our website months, or even a year or more ago, very briefly scanned the ad copy and THINK they know what the Big Dogs program is all about. Some folks may even have purchased the "Secrets of the Big Dogs" ebook, and then just "sat" on it. For example, just this past weekend, we received two requests for sponsor's signup modules - one from someone who had purchased the ebook last November, and one from a person who had purchased the ebook last AUGUST...a year and four months ago!!!
The third class of prospects are those folks who are already involved in a program (perhaps very successfully!) and simply don't think they would have any interest in taking on another program.
"Coat-Tail Marketing" is one solution to reaching this huge and hitherto untapped reservoir of potential sales.
Think about the subject line for this week's Big Dogs Bulletin. Now, ordinarily, when we send out the announcement that the new Bulletin is ready, our subject line reads simply, ".....! Your Big Dogs Bulletin!"
This week, however, our subject line read, ""WARNING! All members of Big Dogs!" Piqued your curiosity, didn't it!? "Oh, oh," you may have said to yourself, "Did somebody find out something BAD about the Big Dogs program?" Or..."Oh, oh, did something CHANGE about the program that I need to be aware of?" Or..."Oh, oh, did I MISS something about Big Dogs?"
NOTE: Obviously, when advertising the Big Dogs program, YOU wouldn't use a subject line like "WARNING! All members of Big Dogs!" Oh, you're gonna have a whole lot of CURRENT Big Dogs members open the ad, but that doesn't help you to get NEW members, does it. No, to promote Big Dogs YOU would use a subject line mentioning a DIFFERENT, BUT CURRENTLY POPULAR COMPANY OR PROGRAM.
For example, Juvio.com has just recently burst upon the Internet scene and is becoming HUGELY popular (For a re-cap of the Juvio program, see the "Resources" area of either the Big Dogs Bulletin, or the Training Manual, for the article entitled "24/7 Tech Support for ANY Hardware or Software Problem"). So, using "coat-tail marketing," your subject line might read.....
### WARNING! All members of Juvio.com! ###
...or...
### ATTENTION! All members of Juvio.com! ###
...or...
### What you DON'T know about Juvio.com! ###
Now just who is going to open these emails? Well, obviously people who have already joined Juvio.com. These Juvio members are anxious to see what they missed, or they may be concerned (we Internet marketers are a paranoid lot!) that there is a problem with Juvio. (Class 3 prospects, from above) The "pre-launch puppies" - the Class 1 prospects who are looking for that "hot, new" program - who know that Juvio IS currently one of those "hot, new" programs, would open it. And finally, we have the Class 2 prospects, who may have glanced at an ad promoting Juvio and simply back-burnered it temporarily.
In other words, by "riding the coat-tails" of Juvio.com, you are opening up an entirely new source of prospects!
OK, so now you have the attention of these prospects with your subject line. But just what do you say in your sales message itself? Do you take time to pick apart Juvio and tell 'em what a bad company it is, and why YOUR program (Big Dogs) is so much better?
DEFINITELY NOT!!!
Not only is such activity unprofessional and unethical, it downright doesn't work! Putting down another company is going to do nothing more than alienate your prospects - you're gonna make a whole LOT of enemies! Instead you COMPLIMENT the other company - you BUILD UP the "coat-tail" program. And then when you've made the prospect feel good about Juvio, you gently explain to them something that they might not have considered before. Let's take an example:
Subject Line:
### WARNING! All members of Juvio.com! ###
Sales Message:
### WARNING! All members of Juvio.com! ###
I would like to congratulate you on your decision to join Juvio.com, one of the newest and most exciting programs to burst upon the Internet in recent months! Juvio's concept - 24/7 tech support for nearly all of your computer's hardware and software problems - is definitely a concept whose time has come! Juvio.com is an EXCELLENT program, with an excellent management team dedicated to long term growth!
BUT!...
...allow me to point out something you may not have considered.
NO MATTER HOW GOOD A PROGRAM IS, YOU NEED LEADS - LOTS AND LOTS OF LEADS - TO PRESENT YOUR PROGRAM TO!!!
And I think I may be able to assist you in this most important aspect of building your Juvio organization.....
(Your Big Dogs ClickBank hoplink)
Allow me to show you how to.....
- Generate up to 100,000 leads of targeted prospects each DAY for your Juvio program!
- Stop being a slave to your computer and finish your marketing tasks in less than an hour a day!
Would three MILLION leads a month help you build YOUR Juvio downline? Would you like to stop spending 26 hours a day on your computer? Then click on.....
(Your Big Dogs ClickBank hoplink)
AND!...after you've checked out the site, don't hesitate to contact me if you have any questions. I'll be happy to help you in any way I can!
Yours in success,
(Your Name)
(Your email address)
(Your telephone number)
Now this is obviously an abbreviated, sample ad to get our point across, but I think you see what we're doing here, right? You'll notice that we've taken great pains to COMPLIMENT the Juvio program - to make the members, or prospective members members, of Juvio - feel GOOD about their involvement with the company. THEN we tell 'em what most Internet marketers don't think about when they join a program, and that is: HOW ARE THEY GONNA GET LEADS!?
Well, by golly, isn't that exactly what the Big Dogs program is designed to do - generate leads for ANY program, product, or service!!!??? Finally, you'll notice that we ease them into the Big Dogs program. We don't even mention Big Dogs by name, and we don't even mention the potential of 17 income streams form the C.H.I.P. We confine ourselves to talking only about what would interest them in connection with Juvio. And THAT is generating a lot of leads in a minimal amount of time.
Let's take another example.....
Another very fine program that is just getting started is "Lead Lightning." The head honcho of Lead Lightning is none other than Brain Garvin, a genuine legend on the Internet, as well as a gentleman I am proud to call a friend and fellow Big Dog.
Subject Line:
### ATTENTION! All members of Lead Lightning! ###
Sales Message:
### ATTENTION! All members of Lead Lightning! ###
Lead Lightning, one of the newest and most exciting programs to burst upon the Internet in recent months! Twenty five ad-free autoresponders, a host of other marketing tools, and an astounding compensation plan - is definitely a concept whose time has come! Lead Lightning is an EXCELLENT program, with an excellent management team dedicated to long term growth!
BUT!...
...allow me to point out something you may not have considered.
NO MATTER HOW GOOD A PROGRAM IS, YOU NEED LEADS - LOTS AND LOTS OF LEADS - TO PRESENT YOUR PROGRAM TO!!!
And I think I may be able to assist you in this most important aspect of building your Lead Lightning organization.....
(Your Big Dogs ClickBank hoplink)
Allow me to show you how to.....
- Generate up to 100,000 leads of targeted prospects each DAY for your Lead Lightning program!
- Stop being a slave to your computer and finish your marketing tasks in less than an hour a day!
Would three MILLION leads a month help you build YOUR Lead Lightning downline? Would you like to stop spending 26 hours a day on your computer? Then click on.....
(Your Big Dogs ClickBank hoplink)
AND!...after you've checked out the site, don't hesitate to contact me if you have any questions. I'll be happy to help you in any way I can!
Yours in success,
(Your Name)
(Your email address)
(Your telephone number)
Once again you'll notice that we PRAISE the program that we are "coat-tailing." You WANT the folks who are involved in, or are thinking about becoming involved in, Lead Lightning to feel good about their decision. And once again, we bring up the subject they probably have not thought about - LEADS!
So, then, how do YOU get started in using "coat-tail" marketing as a promotional tool? It's simple. Search through your "junk" email box for a few days, or a week or so. Check the ads in the ezines you've subscribed to. It won't be long before you'll come across several programs that will be suitable for "coat-tailing."
Now let me make a few VERY important points:
Point # 1: You don't have to join the programs you are coat-tailing, but you DO have to be at least somewhat FAMILIAR with them so you can list one, or two, or three of their strong points in the beginning of your sales message. Simply go to their sales sites, read through their sales presentation, and jot down a few of the points that appeal to you.
Point # 2: Never, absolutely NEVER speak ill of the other program! As we stated above, such conduct is unprofessional to say the least, and will do nothing more than irritate the potential prospects who DO open your email.
Point # 3: For our two examples above we chose two very good, VERY reputable programs - Juvio and Lead Lightning. Of course, we here at the Big Dogs Home Office are often times in a position to know what programs ARE worthwhile. But how would YOU know!? Well, the truth is that YOU don't HAVE to! Remember that you are not passing judgment or critiquing a program in your sales message. What you ARE doing is pointing out the program's strong points. Maybe a particular program you saw a lot of ads for recently has a thousand weak points. It doesn't matter! Search for the strong points or what APPEAR to be the program's strong points. Again, you are not telling people to JOIN the program - you are simply stating that they will need leads to promote it, and that you can provide those leads.
For example, there are always TONS of so-called "down line clubs" and "gifting programs" that are constantly being advertised on the Internet. I'm not going to pass judgment on these types of programs, but they CAN be useful coat-tails for getting people to see your Big Dogs ads.
In fact any program, and I do mean ANY program, can be effectively used to coat-tail Big Dogs. Let's take a really extreme example and you'll see what I mean. Let's use the FFANET program as an example.
What!? FFANET!? But FFANET is, itself, a lead generation program! How can we use a program of this type for coat-tailing? Let's see.....
Subject Line:
### ATTENTION! All members of FFANET! ###
Sales Message:
### ATTENTION! All members of FFANET! ###
I would like to congratulate you on your decision to join FFANET, perhaps the oldest and largest FFA network on the web! Membership in FFANET gives you hundreds of quality leads each day, as well as an exciting twelve-level-deep compensation plan! FFANET is an EXCELLENT program, with an excellent management team dedicated to long term growth!
BUT!...
...allow me to point out something you may not have considered.
DESPITE GETTING UP TO 300 LEADS EACH DAY FROM FFANET, YOU CAN NEVER HAVE TOO MANY LEADS TO PRESENT YOUR PROGRAM TO - TO REALLY EXPLODE YOUR FFANET DOWNLINE!
And I think I may be able to assist you in this most important aspect of building your FFANET organization.....
(Your Big Dogs ClickBank hoplink)
Allow me to show you how to.....
- Generate up to 100,000 leads of targeted prospects each DAY for your FFANET program!
- Stop being a slave to your computer and finish your marketing tasks in less than an hour a day!
Would three MILLION leads a month help you build YOUR FFANET downline? Would you like to stop spending 26 hours a day on your computer? Then click on.....
(Your Big Dogs ClickBank hoplink)
AND!...after you've checked out the site, don't hesitate to contact me if you have any questions. I'll be happy to help you in any way I can!
Yours in success,
(Your Name)
(Your email address)
(Your telephone number)
Do you see how even another lead generation program can, itself, be used to coat-tail in Big Dogs! Nice concept, huh!?
Point # 4: I would also recommend that you do not even MENTION "Big Dogs" in your coat-tail ad. Why? Well, remember that we are trying to attract the attention of people who are probably already involved (or are thinking about becoming involved) in a specific program. So you don't want to come across in your ad as trying to get them to switch programs or even become interested in ANOTHER program. Let the Big Dogs sales page do the selling of the Big Dogs program! In your ad you want to portray the image of the "great problem solver." And the problem you're solving is supplying them with leads. Likewise we make no mention of deriving seventeen commission checks each month. That would be a sure sign that you are promoting ANOTHER program.
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Coat-Tail Advertising, when used properly, is an extremely effective means of promoting the Big Dogs program to an entirely NEW group of prospects - prospects who might not otherwise be Big Dogs candidates.Click Here to Return to Contents