American Politics

American Politics  » Success Stories - 12 Doers Share Their Secrets. Interview #12: Andy Frain

Success Stories - 12 Doers Share Their Secrets. Interview #12: Andy Frain

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

Today's Popular Articles

• TOP TEN Pound 4 Pound Best Boxer Ever

• How to Get Your Book Reviewed

+ 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