Alex Mandossian - Audio Transcript

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 Interviewed by Andy Duncan

Andy Duncan: Welcome back everyone. This call is being recorded without a
live audience for two reasons, actually three. I really didn’t
know if I can pull this off on such short notice because this
mystery guest's schedule is so demanding, and two, he is
heading out literally tomorrow for a vacation with his family
again, and three, there is a lesson in the way we are doing this
ultimately for your benefit.

Before, I introduce him; let me re-establish the guidelines for

this, “I Need Cash Now!” Tele-training series. Five things, I
need cash in my bank account within 72 hours. I need to
generate at least $250-$2,000 in that time. I have no list to
speak off. I have no high level marketing contacts and I have
little to no capital to work with.

With the information you are about to hear today, you can
practically transform your annual income into a weekly income
by applying these marketing strategies. In fact, this mystery
guest's 2001 annual income became his hourly income last year
in 2006 and he’s tripled his days off. So, he is revealing today
what he calls The Anatomy of a Monetized Teleseminar
Timeline. I have no idea what that means, so let me introduce
our special mystery guest, Alex Mandossian. Alex are you
there?

Alex Mandossian: I am here Andy.

Andy Duncan: Great. Great to have you on the call. Well, tell us what you
mean by this, anatomy of a monetized teleseminar timeline?

Alex Mandossian: Well, every teleseminar has a timeline and if you have a 60
minute slot to teach something, your area of expertise, or to
promote something, your product or service or someone else’s
product or service, or interview someone where you become
the interviewer like an Oprah Winfrey, Larry King or back in the
old days, Napoleon Hill interviewed 500 successful men and
women.

No matter what type of teleseminar you are doing, you can

utilize this timeline to get maximum results with minimum
effort and even if you don’t have a list, you can just become an
interviewer and get branding and that’s exactly the way I
started in 2001. When I started doing this professionally, my
annual income was about $63,700. Teleseminars are nothing
more than everyone calling into a bridge line, who is invited;
they typically have a dial in number and a pass code such as
this one and everyone else is muted out, typically, and then
one or two people teach, or promote or interview.

So, in starting in 2001 that annual income in 2002 became a

quarterly income, in 2003 became a monthly income, in 2004

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 became a weekly income and then a daily income in 2005, and
an hourly income in 2006 that it’s 16 times in 2006 and so far I
have already done it five times.

Now, I am saying this not to sound like teleseminars are the

only game in town to make money, it takes time. It took three
full years to turn an annual income into a monthly and weekly
income, that’s a long time, three years, most people don’t have
a month in the Internet marketing world they want to do it
today, but if you have some level of patience and you’re willing
to go through the process then the teleseminar timeline is
something that you ought to know about and maybe even
teach to someone, who has a very large list get paid for it. So,
that’s what I am going to be talking about today.

There are nine steps to conducting a world-class teleseminar.

Some of my teleseminars -- I have generated over $360,000 in
the span of about two hours. Sometimes they generate no
money because it’s a free call, other times maybe $10,000.

I have found it to be the fastest and easiest way to make

money, having a message, being a trainer, being an
information marketer, you take the recording, you transcribe it
and then repurpose it into autoresponders, into blog postings,
into a three-ring binder in course, you can create a book out of
it. It’s just a great way to create content at the speed of sound
and unless you know how to do it on the call, let’s say for a 60
minute call, you are going to slit your own throat because it’s
not going to come out the way you want it.

So, that’s what the telelseminar timeline is. It’s the anatomy of
a teleseminar timeline and as we go through this, I’ll give you
something to write on. You have a piece of paper hopefully, but
you’ll have a timeline to write down and put numbers and time
frames on, and then there are nine steps that are going on
each one of these little points along this one hour timeline. So,
if you are ready, I am ready to move forward.

Andy Duncan: That’s great. Before you get started with your nine points, just
to get an idea from the concept of what you are about to teach
-- to actually creating it, like a teleseminar, like we are doing
right now for one hour, well how long will it take to put
something like this?

Alex Mandossian: Well, you can put together the timeline in less than ten
minutes. The key is, understanding what your message is going
to be. So, if it’s your message then the timeline gives you the
skeleton so that your message can be the flesh. Now, if it’s
someone else’s message then you want to coach and mentor
them and you get paid for it for interviewing them because
unless you utilize this methodology, then a teleseminar is going
to be unintentional. You want the teleseminar to be intentional
and you just have to learn it once.

Andy Duncan: Great.

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Alex Mandossian: I take about 10 minutes, sometime five minutes to come up
with timelines for all of my teleseminars and today’s timeline is
a one hour teleseminar timeline.

Andy Duncan: Great, perfect then let’s go.

Alex Mandossian: Okay. Well I want you -- everyone listening and I want you
Andy, I want you to draw a horizontal line on a sheet of paper,
preferably in the middle of the sheet of paper because we are
going to put things north of it and south of it and just put two
dots, like two little nodes on each end, so a six or seven inch
horizontal line and an 8.5x11 sheet of paper right in the middle,
do that right now and because you are my listener, I want --
and you are not muted, I want you to tell me when you have it
down just say, ‘I got it down.’

Andy Duncan: I got it down.

Alex Mandossian: Okay. Now see what we just did? That’s called the dialog, it’s
not a monologue. So, that's some of the things that we do on
teleseminars as well. I will unmute the call and I will say, “How
are we doing, good or great?” And people would be yelling
great. A lot of teleseminar marketers don’t do that and their
audience falls asleep. So, you want to interact and make it
experiential. Does that make sense?

Andy Duncan: It sure does.

Alex Mandossian: Okay. So, every time I give you a suggestion or a command of
what to write down just tell me, “Okay I got it,” and then I’ll
know, and I’ll move on to the next step. So, this is a dialog
versus a monologue. So, we have about a seven inch, wide,
horizontal line and there are two little nodes, two little dots on
each end.

On the left hand side, that is the beginning, on the right hand
side, that is the end. So, I want you to draw a little arrow and
point it to that left-hand side and say, ‘beginning’ and have the
arrow fairly long because we are going to be writing other stuff
in, and when you ready to move forward say, “Got it.”

Andy Duncan: Got it.

Alex Mandossian: Okay good. Now, right above, right above that left node – it’s
the very tip of the left-hand side of this timeline, put negative
ten.

Andy Duncan: Okay, got it.

Alex Mandossian: Okay, and then to the very right of the timeline, all the way on
the other end, where the other node should be, put 70.

Andy Duncan: 70, got it.

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Alex Mandossian: Okay. So, one side is negative ten, which is 'Beginning,' other
side is 70, and I want you to point an arrow to that, and put
'End.'

Andy Duncan: Got it, okay.

Alex Mandossian: So, you see how this is coming around. So, you have a
beginning, you have a beginning of negative ten, you have an
end of 70.

Andy Duncan: 70, got it.

Alex Mandossian: Alright. So, this is the visual representation of how a

teleseminar goes. A teleseminar is linear, just like right now you
have no idea of what I may be saying next, so it’s important to
do recaps and support and have a dialogue so there is
interaction. There is an old saying, “Tell me and I will forget,
show me and I may remember, involve me and I will learn.” So,
part of the repetition of what I am doing is just the way children
learn. You keep repeating, repeating, repeating, until it’s
cemented in that child’s mind.

I am a child at a lot of things when I am learning something

new. So, this is why we are doing this now, and in this way, and
you have to do it with your teleseminars as well because many
people will be listening to you for the first time. So, I’m going to
repeat again, on the left side we have negative ten, that’s
beginning, on the right side of that horizontal line, we have a
70, and that’s end. Now, about let’s say an inch over, or half an
inch or so, put a hash mark from a negative ten to the right just
put a little hash mark that’s bisecting it, a little hash and then
above that put zero.

Andy Duncan: Okay done.

Alex Mandossian: Okay. And then just to the left of that 70, which is on the end,
put a hash mark about equidistant from where negative ten to
zero went, equidistant put 60 with a hash mark. So, you should
have negative ten, zero all the way on to the right you have 60
and at the vary end 70. You got it?

Andy Duncan: Got it.

Alex Mandossian: Alright cool. Now, here you have a timeline. Before the call is
negative ten -- ten minutes before the call begins. Zero, is
when you start talking and when you’re muted out. At minute
60 is when you are giving your summary, and don’t worry about
this, I will be giving you all this information again and at 70
when you hang up the phone call. Now, I have never taught this
in this way as a standalone class ever. And so I’ve never spent
as much time on this.

So, this call right now is also going to repurposed for my

students because this is a very helpful call to show the
teleseminar timeline, which I go over every single year with
TeleSeminar Secrets, but I haven’t spent this much time on it. I
spent about five minutes on it versus an hour. Okay. So, now

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 you have negative ten, zero, 60 and 70 right in between zero
and 60, put a hash mark right in the middle of it, and put 30.

Andy Duncan: Okay, just about the center point you are talking about.

Alex Mandossian: Center point between zero and 60 would be 30.

Andy Duncan: Got it.

Alex Mandossian: Okay, which ironically is still the central point between negative
ten and 70. So, I am doing this specifically, you noticed how I
went from one end to the next and then I moved into the right
a little bit, from the left I moved to the right and I said zero and
I moved from all the way on the right end, and moved left and I
said, 60 and I said, “Okay now, right in the middle put 30.”

The reason I’m doing it that way, I’ve tried it many, many
ways. If I did it from left to right, you’d be confused you'd have
the wrong spacing, but if I go end-to-end and I work inward,
it’s a lot easier and you must remember to do the same thing
when you speak publicly on a teleconference.

You want to give them the entire picture, before you start filling
it in because they don’t have what you have, which is an image
in front of you, unless you have a study guide, which I do
recommend having one on a PDF document that they can follow
along, but right now we don’t have one, so I have to talk
visually. Before I can put in the flesh, I gave you the skeleton
and then we put in the flesh, so there is plenty of room and you
have a timeline that looks, hopefully, just like the one I’m
looking at right now, that’s what I am reading from. Does that
make sense Andy?

Andy Duncan: Makes perfect sense.

Alex Mandossian: Okay. So, let’s go in from zero, let’s go in ten and ten is of
course ten minutes into the call. So, make that a third of the
way over to that 30 minute, which is the mid way point, and
you tell me when you got it.

Andy Duncan: Got it.

Alex Mandossian: Alright. And then about ten minutes to the right of 30, put 40,
that’s 40 minutes.

Andy Duncan: Okay.

Alex Mandossian: And then just to the left of the 60, it’s 55 minutes.

Andy Duncan: Okay.

Alex Mandossian: Alright you have the timeline congratulations. The beginning
when you get on the phone is at what?

Andy Duncan: Negative ten.

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Alex Mandossian: You got it. And in the end when you hang up the phone is at
what?

Andy Duncan: Seventy.

Alex Mandossian: You got it. Thank you for noticing and paying attention, and
then just to the right of negative ten is what, what number?

Andy Duncan: Zero.

Alex Mandossian: You got it. And just to the right of zero is what number?

Andy Duncan: Ten.

Alex Mandossian: Right. And then going over a ways, right in the middle of this
timeline is what number?

Andy Duncan: Thirty.

Alex Mandossian: And then just to the right of 30, is 40 of course. That’s what we
just said and then you remember what was just to the left of
60?

Andy Duncan: Yeah, 55.

Alex Mandossian: You got it. So, you have negative ten on the very left, then a
little bit over about an inch you got zero, and then by another
inch you got ten. Right in the middle you got 30, about an inch
over you got 40. I don’t know, maybe two inches over you got
55, half an inch over 60, and another inch you have 70. You
have the timeline -10, 0, 10, 30, 40, 55, 60 and 70.

Right now, you know more, without even me covering, you

know more than most teleseminar marketers out there. This is
what has turned my annual income into an hourly income, is
being this precise and what the timeline is all about.

You have to know what you are going to say at these points.
Most people that I know, most people whom I know, go into a
teleseminar not knowing what they are going to say. I know
exactly what I am going to say around these time points.

Now, it’s not exactly, it will be plus or minus two minutes

sometimes three minutes, if I’ve a guest. Sometimes it’s plus or
minus five minutes, but I try to stay true to these timelines,
especially if it’s a free call. If it’s a paid call, you don’t have to
stay as true to the timeline because people have paid for it and
they want more content, is what I found over the years, but if
it’s a free call or not family yet, they are prospects they are not
customers or clients or students that have paid. So, you want to
stay true to this timeline and I always do on free calls.

So, negative ten to zero I want you to have a little arrow

pointing to the middle between negative ten and zero, and you
can just put it north of that and put down 'welcoming,'
'welcoming.'

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 Now, what do we do during the welcoming? During the
welcoming, and write this down is, you are asking for people’s
first names and cities they are calling from, if it’s a consumer-
based call. If it’s a consumer-based call, meaning there are no
other business people on the call and you have consumers, who
are not there for a business-to-business basis, which is not the
type of callers we have today.

Then you ask for the first name and city, that’s the welcoming.
You say, “Hey it’s Alex Mandossian and I’m calling in from Marin
County, California. Who’s with us? Please give us your first
name and city.” And then people start jumping in. “So, it’s Andy
Duncan from Toronto.” “It’s Erin Sim from Singapore.” “It’s Bob
Proctor from Toronto,” Right? “It’s Armand Morin from Raleigh,
North Carolina.” Any name you can think of from any country,
you can get on the call and this is to involve people.

Remember, if you tell them something they will forget, if you

show them something they may remember, but if you involve
them they will learn. So, you want to get them involved in the
first ten minutes, which is before the call even starts, before
minute zero negative ten to zero. Even if you have a few people
on the call that is called the welcoming, welcoming and you ask
them for their first name and city. Now, what if it’s a business-
to-business call? If it’s business-to-business then you ask them
for their first name and their website.

Andy Duncan: Right.

Alex Mandossian: So, B2C first name and city. B2B first name and Andy…?

Andy Duncan: Their website.

Alex Mandossian: You got it, and thanks for playing me with on that because I
want everyone, you represented everyone else listening, so I
want them to fill in the blank because that is involving you and
that’s accelerated learning principles, which I am doing now and
hopefully you will do and others will do during their
teleseminars. So, you want people to fill in the blank, because if
they fill in the blank they are involved.

Now, the welcoming is about ten minutes. Sometimes it’s five

minutes, if you get on five minutes before the call, but the
welcoming is step one. So somewhere on another sheet of
paper or way at the top of the nine step formula, put Step 1:
Welcoming. The first name and city, or first name and website,
and that’s step one of the nine step formula of the tele-selling
timeline with me so far.

Andy Duncan: Good stuff yeah, with you.

Alex Mandossian: Questions.

Andy Duncan: So far so good.

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Alex Mandossian: Okay, good. Next step, ‘Introduction,’ the introduction. Now,
between minute zero and minute ten, I would put an arrow in
between that space and somewhere above the welcoming or
where we have the word welcoming put the word ‘Introduction.’
Introduction. That’s the second step of the nine step timeline
and it’s between minute zero and minute ten. And what do you
do during the introduction? Write this down please. I am going
to quiz you right afterwards Andy, so be prepared.

Three things you do during the introduction, three things: Who,

How and Why. Who, How and Why. Now, I typically if it’s my
call I would go live and I would say, “What’s the first thing?”
Everyone would say, “Who!” “What’s the second thing?” “How!”
“What’s the third?” “Why!” You see, by that repetition to the
accelerating learning principles, which Georgi Lozanov brought
to us from his Suggestology, teaching and training in Bulgaria.
We know that by repeating those who, how and whys, people,
who are doing teleconferences won’t forget.

Now, I’d like to start in somewhere between two to three

minutes into the call. I always start on time, but between two to
three minutes, sometimes even five because people are coming
on the call. I mean, not everyone is on time. We utilize
time.gov and other centralized timing systems, but most people
do not always look at the time as the end-all. I always start on
time, always.

And so that way you can train your people to be on time, but
you know that some people won’t get there. So, about two to
three minutes into it at most five start on the who, how and
why.

Now, let’s talk about the who. So, step two introduction. Who,
How and Why. The who is, who is on the call? Not only just one
person. Right now there are two people on the call interviewing
each other, so this is a dialog between Andy Duncan and Alex
Mandossian and other people are listening. The only people
important to me right now is making sure that you Andy, get it,
because if you get it, then everyone else listening will get it too,
because you are representing the audience.

So, that’s what you want to do with your interview calls. If you
are interviewing someone then you want to tell everyone, who
they are and give their background. I’ve been on some
teleconferences where people go, “Okay, and our next guest,
guest are you there?” “Yes.” “Okay we are ready for you come
on, on.”

I mean no Alex, no Mandossian, no background, nothing...

Everything is on my blog at alexmandossian.com about Alex
Mandossian. It’s there. They can pull it they probably -- I’ve
given it to them many times, but yet they forget. So,
sometimes they forgot my name.

So, the who is extremely important, especially when you are

interviewing someone, this sounds comically simple. You will be
shocked what happens on a teleconference, when you're in that

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 zone and sometimes you forget your first name or the word
'the.'

So who is, who is on the call. If it’s just you, you have to give
your background. Hey, there is no such thing as false humility,
it’s not about humility, it’s about background. You need to give
a context about who you are. So, the first part is who, and you
spend about a minute on who, okay.

The next thing is How. Remember, who, how and why. The next
thing is how the call came to be? It’s the story behind the call.
Every teleseminar has a story. This teleseminar has a story, and
Andy you go ahead, tell everyone the story of 'why a mystery
guest and why are we doing this teleseminar?' You give the how
to this teleseminar now, and see how simple it is.

Andy Duncan: Sure. We had a mystery guest mainly because I actually didn’t
know who it was going to be and it was the timeline of from the
start of go of doing this series for “I Need Cash Now!”, which
was my situation as well -- I Need Cash Now! sharing with
others -- who am I going to get for a mystery guest?

And I had to find that mystery guest. And the timeline between
finding you and the time you had to be out or departing
somewhere was between now and then, and there was just
literally no time to schedule it. Just, this is when it has to be
done, let’s do it then.

And also showing that you don’t have to this live necessarily to
teach and to earn money and doing the way we were doing this.
So, it covered several different aspects at the same time.

Alex Mandossian: And that’s a perfect how. That’s how the call came to be. If you
know who is on the call and you know how the call came to be,
one is about the people and then the other is about the call,
now you have more context and things are getting filled in.

Here’s the third thing, because the first is about you, as the
teleseminar marketer. The second is about the call itself. Now,
the third thing -- see the first thing is about the message or the
messenger, the second thing is the medium, the teleseminar is
the medium for that message -- the third thing is about the
market, or the audience.

Why should they be listening? Really important! Who is about,

who is on the call, how is, how the call came to be? The why is,
why you should be listening to our guest, or to me or whoever
is on the call?

If you just remember those three questions who, how and why
and make it part of your introduction, that will cover the first
ten minutes and you have just set the context for the call
because you can start with content at ten minutes or so.

If you start with content at zero, at minute zero, which is the

beginning for most people, you will lose people because people

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 will come on late and they’ll miss content and they’ll get
confused and confused minds not only don’t learn, but they
don’t buy either. Like sometimes they get irritated and irritated
minds don’t buy or learn absolutely.

So, if you start the content from minute zero, you are slitting
your throat, as a teleseminar marketer. If you start at minute
ten then you have the majority of people, who are going to be
on the call, for a 60 minute call, the majority of the people are
on between minute ten and minute 40. Let me repeat, the
majority of people are on between minute 10 and minute 40.

So, the number of people on a call kind of looks like a bell

curve. It starts low then it goes, it starts going straight up at
minute ten and then comes almost straight down and then
levels out, til the end of the call.

You can see most of the people are on between minute ten and
minute 40, sometimes minute 55, if you have something there
to hold them there -- [we'll] talk about a holding device in just
a moment -- then it’s a mistake, if you are going to close or
give an offer, or do something with them to take action, to wait
til the very end.

Yet this is exactly what many teleseminar marketers do. I've

done over 2,200 calls. In the 500 plus that I’ve measured of the
number of people on a call, it is a bell curve, whether you want
to believe in this or not, it is true.

And if you don’t believe me, I hope you compete with me

because it is a bell curve, between minute ten and minute 40 or
sometimes more, you have the most number of people on the
call. So, if you are going to have an offer, or a call to action, as
we call it, you want them to take it sometime in between the
minute ten and minute 40.

So, I don’t know where you are going to put that bell curve. You
can put on the separate sheet of paper, but it goes up at minute
ten and it kind of reaches its very top apex and it goes -- it
starts going down at minute forty. And then start leveling out at
minute 60. In fact, at minute 60 and minute 70, you have just
as many people on the call as you did at minute negative ten,
which is ten minutes before the call.

What a concept! And if you are waiting for your offer to be

handed to someone and listen to at minute 60 or 70, you are
not going to make any money and you are going to say,
“Teleseminars don’t work.”
That one tip alone will make you a fortune, when you have a lot
of people on the call, even if you are just starting out. Knowing
that, will make you a lot of money. So far so good?

Andy Duncan: Perfect.

Alex Mandossian: Okay. So, let’s talk about step three, which is ‘Content.’ Content
should be delivered between minute 10 and minute 55. So, if
you have an arrow that's pointing to minute ten, and you have
another arrow pointing to minute 55, that range of about 45

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 minutes, for a 60 minute call, that is where your content is
coming in.

You’ve already talked about, who is on the call, how the call
came to be and why they should be listening. Now, it’s time to
deliver content. You notice that content is not 60 minutes. It
can’t be. Content is about 45 to 50 minutes and it’s really
important to understand that. That’s step three.

Now, what is content? Well, content should be stories that you

tell, relating to your message, metaphors that you tell, relating
to your message, how-tos, if you are in Internet marketing,
how to do something. How to do a blog post. How to get
targeted traffic through strategic alliances.

If you are a consumer products person, it’s how to take the

vitamins or how many PowerBars to eat, or if you are an
accountant, it’s how to plan for taxes. All those how-tos, all the
stories and metaphors, demonstrations, whatever you are
doing, that content should happen between minute ten and
minute [55], and that is step three in the nine step formula.

To recap, step one was the Welcoming, which is first name and
city or first name and website, if you are in the business-to-
business community. Step two is the Introduction, which is all
about who, how and why and that’s between minute zero and
minute ten. And then step three is content. That takes place
between minute 10 and minute 55. Okay, so far so good Andy?

Andy Duncan: So far so good. Following you clearly.

Alex Mandossian: Okay, good. Step four, is CTA number one. What is CTA? CTA
is, ‘Call To Action.’ Call to action. Call to action number one,
should not happen at minute 60. It should happen around
minute 15.

In other words, in between minute 10 and minute 30. Now,

why is that? It’s because the most number of people are on the
call! So, you give a call to action, such as “Go to
teleseminarsecrets.com, or go to marketingminute.com, or go
to podcostsecretscall.com.!” Those are all call to actions I’ve
given in the past.

A call to action, I like most is, sends them to a website. I don’t

like a call to action where they are calling in on the phone,
unless it’s 24 hour recorded message. I don’t like a call to
action that sends an email because there is nothing more they
can learn.

A call to action gives them an anchor and a destination to think

about to read later after the call because what you are doing is
you're raising their emotional tug and tension towards you, of
course whatever it is they’re ultimately offering. And you have
to know what you are offering to them, even if it’s a free call.

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 If it’s something that you’re just going to give away, you have
to know before you begin, begin with the end in mind. Know
what the exit strategy of the call is going to be before you
begin, but don’t exit the call by giving the call to action at the
end.

Enter the call and about 15 minutes into it, give your first CTA,
your call to action. I like websites best because they are very
informative, they are free. I don’t believe in forward slashes, I
believe in purchasing domains and utilizing redirects.

If you are an affiliate marketer, you can take your long affiliate
links you have from whoever it is your -- who’s program you
are selling -- and have a forwarding domain that you can get at
Go Daddy or ENUM, and just have it forwarded through that
domain name and you can give it online. Just like
askjackcanfield.com. Okay, that is a call to action that we give
every single week for the Jack Canfield free teleconferences.

So, CTA number one, okay is between minute ten and minute
30. I like it around the 15 minute mark. And that’s step number
four. Step one was welcoming. Step two was introduction. Step
three was content. Step three was CTA number one.

Okay, step five is testimonials and CTA number two. And that’s
at the 30 minute mark. So I like to have the arrow pointing
upward and somewhere underneath this timeline, I would like
to put 'Feedback, Testimonials/CTA #2' at the 30 minute mark.

Why? Because when people have listened to you for 30

minutes, you can say, “I’d like you to go to
teleseminarsecrets.com/feedback or alextestimonial.com. Give
me your feedback, positive or negative. If you have something
good to say let me know. I want to know how feel about the
content that we’re delivering and please do so after the call,
just write that down.”

Now, if you ask for testimonials during a call, you will get more
testimonials and you will get testimonials that are heart
centers, heart-center testimonials, okay. If you ask for
testimonials the day after, the moment after, or a week after,
you’re not going to get any testimonials.

The next thing to a testimonial you are going to ask at minute

30 is another call to action. One more call to action. So, you’ve
already given one at minute 15, at minute 30 have another one.
So, you tell them to go somewhere, and go to
teleseminarsecrets.com, get the full story on what I am talking
about.

That’s what I tell people listening to my calls when I do these in

November and December for my course. It’s the same thing
you can do for any call to action that has a website. So, minute
30 is step five of asking for feedback or testimonials as well as,
a call to action, which is call to action number two. Step five
and it’s minute 30. Andy, so far so good?

Andy Duncan: So far so good.

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Alex Mandossian: Minute 40, let’s point to it going south, so you can put step six
and that’s call to action number three. So, point to the 40
minute mark, as call to action number three again same as call
to action number one, same as call to action number two, only
call to action number two had testimonial request. Call to action
number three, is step six in the nine step process.

In my timeline, I have a little box saying, number six call to

action three, and I have an arrow pointing down to the 40
minute mark. The reason you have three calls to actions
between minute 10 and minute 40, because most of the people
on the call are going to be on the call then. You follow me?

Andy Duncan: Got it. Now, an important point here, each call to action they
are not always taking you to exact same place or are they?

Alex Mandossian: They are always taking you to the exact same place.

Andy Duncan: Okay. So, you’re just reinforcing it with each call to action of
where you want them to go.

Alex Mandossian: Exactly, just like I am reinforcing everything I am saying. I

keep saying, okay, -10, 0, 10, 30, 40, 55, 60 and 70 that’s
your timeline. So far we have step one, welcoming. Step two is
introduction, between minute zero and minute 10. Step three is
content between minute 10 and minute 55 and step four is call
to action one, which is around minute 15.

Step five is feedback/testimonials and call to action two, which

is at minute 30. And step six so far, that’s where we are so far I
just recapped everything, is call to action number three, which
is around minute 40. And that way you get three calls to action
exactly the same between minute 10 and minute 40, which is
when most of the people are on the call and which is why I
make so much money with teleseminars, because you can have
the world’s greatest content.

You can have the world’s greatest sales skills. You can have the
world’s greatest call to action, but unless you know when to
give it, people will not be listening because they won’t be there,
they would have left the call. Is that clear now?

Andy Duncan: Sure is. Thank you.

Alex Mandossian: Okay. Step seven, is somewhere around minute 40 and minute
55 and I don’t put a timeline on it, because sometimes it’s at
45 minutes, sometimes it’s at 50 minute.

But I have little box that says, step seven ethical bribe and an
arrow pointing down to about the 50 minute mark. Now, an
ethical bribe is exactly that, I like to call a bribe, a bribe. It is,
but it’s ethical.

So, for example, at the beginning of a call -- this is something I

didn’t mention, but now it makes sense to mention it -- you tell

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 them at around minute 50, “I am going to give a magic word
and what I want you to do, is listen to the word, write it down,
because when you utilize that magic word on my website -- or
you can say I am going to give you a private webpage.

So, when I give it to you at minute 50, I want you to go there

and/or you can say, I am going to give a private email and
when I give it to you, I want you to email me to get... and then
you have an ethical bribe of some kind.

Now, an ethical bribe can be a gift, it can be more content, it

can be money, it can be anything, but it should be there at
around minute 50 because we’d like to keep people on the call
beyond minute 40.

I keep people on until the very end because the ethical bribe
becomes so valuable I say, “Hey, I got another one around -- I
will give it you around 60 minute.” So people stay on the call.
You must ethically bribe your listeners to stay on there. So
that's step seven, Ethical Bribe. I like it pointing at sometime
around minute 50.

Andy Duncan: Okay. Just to recap that one point there, that one step of
number seven ethical bribe. You would actually introduce the
ethical bribe at what point in the opening of the introduction
or…?

Alex Mandossian: I would mention that there is an ethical bribe happening. In

other words, I am going to give a bonus, so stay tuned at
around minute 50 of this call. So, I’ve mentioned it at the very
beginning, but then I offer it to them at around the minute 50
point, where I told them that I would be giving it to them.

Andy Duncan: Gotcha. So, you’d mention it probably close to the 10 minute
marking.

Alex Mandossian: Around the 10 minute mark, I’d mention it to them and that’s
an excellent point because I am done with my introduction, I
am done with the who, how and why, and now I am giving
them the ethical bribe or bonus.

Or sometimes with Mark Victor Hansen we have megabucks,

which is as good as cash towards continuing education to all of
his mega events. We give that out around minute 50 because
we want to hold them, I have mentioned earlier, a holding
device. This is what’s called, a holding device.

In the old days with barkers and pitchmen, there would be a

holding device that keeps crowds there. There are some very
clever and then some not so clever and maybe manipulative
holds. Like one famous pitchmen will say “I see you, you thief,
I want you to leave right now.”

Well, no one in the crowd would leave, right, and there was no
thief in the crowd. I am a little bit more authentic and
transparent than that, but that was a very effective holding
device for people because they would stay there because no
one wanted to be marked as the thief in the crowd.

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 And they would be looking at each other, very clever and not so
honest, but it worked. So, you want a holding device. An ethical
bribe is a great holding device, if you mentioned it around
minute 10 that you are going to give something away that’s
valuable to your listeners, then give it around minute 50 that is
step seven.

Andy Duncan: Great!

Alex Mandossian: Step eight. Step eight is a 'Summary' and that summary is a
recap of what you just did. I have been recapping throughout. I
recommend summaries every 10 to 15 minutes, like I have
been doing, because it’s linear. And plus, you never know when
people are coming on the call.

When I say linear I mean, you never know what I am going to

say next. You don’t have a script in front of you. You don’t have
a book that you can flip over to page 10. We're at a certain
minute of this call and you don’t know what’s in the next
minute, or the next or the next. So that’s why, if you keep
recapping and people just came on the call, the call makes
sense to them and they are not lost.

Remember, confused minds never buy, irritated minds never

buy absolutely.

So, you don’t want to confuse or irritate them because they

came on late, yes maybe it’s their fault, but you want to service
their curiosity and their ability to get and absorb content by
recapping, just like I have, about every 10 to 15 minutes, but if
forget to recap, recapitulate, go over what you just talked
about, then definitely have a recap between minute 55 and
minute 60.

And once you put an arrow right in between there and I have it
pointing up so I have, step eight, which is the summary, it’s the
recap of the content.

Here’s the fun part Andy, it’s the recap of the call to actions
and it’s the recap of the ethical bribe. So, recap of content,
which has been between minute 10 and minute 55, it's the
recap of the three call to actions that you have given. I give
sometimes five or six. And it’s also the recap of the ethical
bribe.

So, you are blending content, call to action and ethical bribe,
which really is blending a lot of promotion and training
simultaneously.

It’s a really cool image to have, when you are blending that
stuff together, people don’t look at you, as like, a pitch person.
They look at you as a trainer, who has a message and you get
access to the message, if you pay such and such. Whatever
that maybe, or if you take the next physical action of going to a
website.

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 So, during the summary, that’s step eight, is between minute
55 and minute 60, that’s called the recap of content, the recap
of CTAs and the recap of the ethical bribe, which gave about
five minutes earlier, at step eight. How am I doing?

Andy Duncan: Perfect.

Alex Mandossian: Okay. Step nine is from minute 60 to about minute 70. I love
doing this. I have never opened it up to live FAQ sessions for a
free call. Never. For paid calls I do, but not for free calls.

So, what I do, at around minute 60 to about minute 70, is just

go over the three or four the most asked questions that I know
that people are thinking about and on the top of their minds, in
the previous 60 minute, and that is step nine.

That is the FAQ Session that you just have with yourself
without unmuting the call.

And that is the ninth step formula of teleselling on the timeline.

It’s the anatomy of a teleseminar timeline to go from good
teleconferences to world-class teleseminars.

Step one was the Welcoming. You ask for first names and
cities, if it’s a consumer call, first names and websites, if it’s a
business call.

Step two, that’s between minute zero and minute ten. That’s
the Introduction, the who, how and why of the call.

Step three is Content, utilizing stories, cases studies, the how-

tos, demonstrations. That’s between minute 10 and minute 55
of the call.

Step four is Call To Action number one. It’s about 15 minutes

into the call.

Step five, is the Feedback Testimonial/Call to action number

two. That’s about the 30 minute mark.

Step six is the physical or Call To Action number three. It's

taking them to the same place that you want them to go for
steps four and five. There are three CTAs between minute 10
and minute 40. CTA is, Call To Action.

And then step seven is the ethical bribe that should be around
50 minutes into the call. It’s a holding mechanism. You give a
word, you a give pop quiz, you have a contest, you have
something that they can do, either go to a website or go to an
email, calling on a phone number to get something for free.

You want them trained to take action because if they are going
to take action on that, they will take action more likely on
something that’s paid. The key is getting them to take action, is
not having them pay. It’s the physical movement of having
them take action. That’s why that ethical bribe there is at step
seven.

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 Step eight is the Summary. That’s between minute 55 and
minute 60. It’s recapping the content, recapping the CTA, three
times, you recap it and you recap the ethical bribe.

Then from minute 60 to minute 70, that is the FAQ session. You
don’t open up the call for FAQs, especially if it’s a big free call.
What you do is, you just figure out the three to four most asked
questions that people would ask, and is on the conversation in
the minds of the listeners at that point.

Like, I love doing it by saying, 'you may be thinking about' or

'you may be saying to yourself,' or 'the question you may be
having right now is', right, and then you just answer it step-by-
step. It minimizes resistance, maximizes success and that’s
between minute 60 and 70.

And there you have the anatomy of a 60 minute teleseminar. It

starts at minus 10 and ends at plus 70. It’s really 80 minutes
and it has nine steps to make it world class.

Andy Duncan: Great! And listening to what your steps, outlining here, step-
by-step, you are actually training your callers and listeners to
take action throughout and you are getting them to learn
exactly what they need to know too, if they are doing their own
teleseminars, which is just brilliant.

Alex Mandossian: They not only have that roadmap, you are right, but my wish
for the listener right now is, if you are thinking about doing
teleseminars and you better fill in your timeline with your call to
actions, what call to actions are you going to have?

With your ethical bribe, what ethical bribe are you going to
have? With your content, what content are you going to have?

With your testimonial page, what testimonial page are you

going to have? With your introduction, who is going to be on
the call, how has the call come to be, why should they be
listening?

And with your FAQs at the end, what are the questions on the
top of the minds of your listeners. If you fill in that timeline, it
takes me about 10 minutes to fill in a timeline, that is your
roadmap for every teleconference that you do with that specific
timeline.

Each teleseminar has different timelines. It takes me about 15

to 20 minutes to prepare for a call. I utilize the timeline. Many
people have asked me, “How do you do it?” This is exactly the
way I do it, through pictures and through this nine step
process.

Andy Duncan: Great. Now, contrary to the popular opinion, teleseminars don’t
necessarily have to be about Internet marketing. They could be
about any topic that you are an expert in, or specialize in or
want to know more about. And I think I have seen you Alex

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 interview people from so many different walks of life from
Marks Victor Hansen to the voice coach.

Alex Mandossian: Arthur Joseph yeah.

Andy Duncan: Yeah, to all different types of people and it’s interesting that --
and there is a difference between a paid teleseminar as
opposed to the free one and I got interesting feedback from this
series initially from people saying, “Aren't teleseminars free,
why are you charging for this?”

Then it dawned on me, is like, you know what, this should be

called the teletraining series because you're getting content
that’s valuable, it’s usable and actionable right now. You don’t
have to necessarily go and buy something else as typically a
teleseminar will be free and you have something to offer.

In this case, we are training. And there is a difference as you’ve

mentioned throughout these steps, is if you were doing a free
teleseminar, you would do certain things differently than you
would if it was as a paid course on telephone training, and I
think those distinctions are very important to note too.

Alex Mandossian: Yeah, they are very important and some people would call the
teleseminar, teleconference call. I’ve called it many, many
things.

Tele-training is a great word for branding a call as higher level

content. I like teleclinic, teleclass, whatever tele you want to
use. Remember, all it is, is a telephone that is calling in to a
bridge line, I don't recommend you calling in on your cell
phone, but if you have a landline calling into a bridge line and
other people are listening, it’s the one-on-many approach.

You are a public speaker and the beauty of it is, they don’t see
you publicly and they can leave it anytime and you don’t need
to get nervous because you can read from your notes just like I
did today.

Andy Duncan: Great. This is good, this is very valuable. I think people will be
able to look at this and break it down and what we are also
going to be providing, as we have in the past two calls is just,
like a resource list, a PDF file. So, people can see more of
what’s being said and it just again reinforces. And that's
something I’ve seen you do many times on your -- even your
free teleseminars, is that you will provide notes before the call
to download, for nothing, and you just follow it along, which
again reinforces what you are learning and what you are
gathering from this call, just not listening to it.

But by having you doing right now involving me, in writing

down these nine steps and doing this map on my page right
now, it’s very clear.

And I can go back to this anytime now and like, oh! I know
exactly what I have to be talking about at minute ten. I know
step three, I have to be delivering content from minute 10 to

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 minute 55 and talking about stories and metaphors and how-tos
and demos.

And that’s just reinforcing my learning process whether it’s by

hearing, by involving myself, by writing it, by hearing it again
and again and again and writing it down, copying it down and
it’s just reinforcement. And that’s a very valuable thing that
people have to understand I think is, the reinforcement part of
what you are teaching and how you are teaching it is going to
translate to more sales, to the person listening.

Alex Mandossian: That is absolutely true and the reason we have a handout is so
people can follow along and it’s a lot easier for them to follow
along. So, if we had a handout today, what I would do is, I
would have created the timeline for you and have a bunch of
blanks and have you write in the blanks to involve you.

So, that would be the only difference and I wouldn’t have to be

working as hard as I did. It’s not easy to give those visual
demonstration-ask verbal commands because I want to make
sure you’re getting it exactly the way I think you should be
getting it, and it's difficult. But when you have a handout, it’s
right there and most of the stuff is filled out for you.

Andy Duncan: Yeah, it’s great, very good. Well, anything more to add for what
we are doing today so far?

Alex Mandossian: That is it. If this timeline is utilized then you make your
teleseminars more intentional, when they become more
intentional, you make more money.

Andy Duncan: That’s great. And as we had the first call with Tellman Knudson
and then second with Dave Lakhani, it was -- we talked about
specific tools that you can use.

For example, this conference call is being done with a free

service and we are recording this call, and it is also a free
service that can be used. We are using the
freeconferencing.liveoffice.com.

So, you have a tool right there, that you can utilize to do your
own teleseminar. And I think Tellman also talked about creating
teleseminars. In fact, this whole series we are doing here today
and the past week and it will end later this week, is an instant
product created just because I am interviewing each person
here and recording the call.

Now, we have content. And one thing I love -- one word that
you use often in most of your teleseminars and you’ve
mentioned on this call is repurposing. Can you talk a little bit
about the idea and the concept of repurposing?

Alex Mandossian: Repurposing is a very simple concept of repackaging, redoing,

rearranging content in a different format. So, a book can be
repurposed into an audio book. A book can be repurposed into
an autoresponder sequence, where you can take one chapter

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 and just send out that chapter, via autoresponders every single
week and you can read a book in a year.

A book can be repurposed into a workshop. An audio file of

something can be repurposed into a book. A podcast can be
repurposed into a blog, if it’s transcribed. If it’s recorded and
transcribed like I do, then you’ll see all my blog posts at
alexmandossian.com, it’s all about podcasting, because I am
teaching Podcasting Secrets very, very soon. So, I repurpose
what is most relevant on my calendar for training and teaching.

So, if you do the same amount of repurposing rather than

coming up with new content, repurpose it, so you meet your
student, your visitor, your client, your customer, your prospect
whomever, whatever you call that person, you meet them
where they are, not where you want them to be.

And by repurposing, some people don’t like to read books, but

they love to listen. By repurposing, some people love to read
books but they don’t like to listen, you will meet your reader,
your customer, your student, your patient, your client,
wherever they want to be.

Andy Duncan: In addition to that, what I’ve seen is with repurposing is that, if
a book is costing you $24 to purchase, you can repurpose it into
an audio book and you can charge two or three times the
amount for the same product just by repurposing it?

Alex Mandossian: I will charge 20 times the same amount of a book when I put it
into a three-ring binder. So, that is accurate and it’s amazing,
but it’s like repurposing the name of a teleseminar to
teletraining. That is repurposing.

Andy Duncan: Right. Very interesting, very good. Well great. I know you have
things to do and you are leaving for -- you are going to Hawaii,
aren’t you?

Alex Mandossian: Yes.

Andy Duncan: Well, enjoy your trip Alex. I really appreciate you being
on the call. And for all those, if you listened, you’d also
hear that you can learn more about Alex at
alexmandossian.com. You can check out more about
what Alex has to offer.

- CALL ENDS -

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