Internet Marketing with Jonathan Leger

Category : General IM Tips

4 Marketing Lessons From My Underwear

What can you possibly learn about Internet Marketing from my underwear? A LOT. So stick with me until the end. I promise you’ll be enlightened.

Ok, now let me help you make sense of what may otherwise seem like an attention grabbing headline.

You see, I’m a runner. Not what you would call a professional runner, just an exercise buff. I run at least 4 days a week, at least 4 miles each day. Sometime sprints, sometimes a jog, sometimes something in between.

While running, I almost always listen to a great podcast that I love called Stuff You Should Know. It’s fantastic: educational, entertaining and covers a wide range of topics that helps expand my knowledge of the world we live in.

As you might expect, this podcast has sponsors — advertisers. One of those sponsors is Their claim to fame is that they sell ‘the most comfortable underwear in the world’.

Now, I had never given a second thought to my “common”, Target-brand underwear. I never thought it was uncomfortable or lacking in any way. I mean, it’s just underwear. Who cares, right?

But as I’m running and listening to this podcast, the guys who run the podcast (Josh Clark and Chuck Bryant) pause to talk about their underwear sponsor. One of the guys (Chuck) says that he wears MeUndies now and can attest to the fact that they’re the most comfortable he’s ever worn. That they ‘whisk away sweat’ and never chafe or sag, etc. The bottom line — he loves them.

I hear these ads again and again, as I run multiple times a week and listen to the podcast every time. The first time I hear the ad, I ignore it (as most people would). The second time I ignore it. The third, the fourth, etc. Over and over I keep hearing how great these undewear are, but I don’t need underwear so I ignore it — or so I think.

Of course, being a marketer I am well aware of the fact that either 1) MeUndies sent Chuck some free samples that he can try for himself or 2) he’s just lying to support the sponsor. I don’t believe he’s just lying because I’ve listened to Chuck for years and he really comes across as a stand-up guy. He speaks what he thinks, and that always comes through. Although I don’t know him personally, he certainly doesn’t seem like the kind of guy that would lie for a sponsor.

Finally, after hearing the ads again and again and again, I decide to give MeUndies a try. Lo and behold, they are indeed the most comfortable undewear I’ve ever worn. Now I won’t buy anything else.

So what does my underwear choice have  to do with your online business? Everything!

Take a look at the four lessons my underwear-changing experience teaches you:

#1 – Create A Need And Fill It

Did I need to change my underwear? Has it really made a huge difference in my life? Was it something that I really had a problem with that I was desperate to solve?

No, of course not. It’s underwear.

But MeUndies has a very compelling message — especially for me as an exercise buff (I won’t go into detail of why undewear matters when you excercise a lot — gross!) Because their message is compelling, it created a need in my brain that hadn’t previously existed.

Being a marketer, I’m usually pretty immune to this because I know the tricks. But I’m also a human being, so it still works sometimes.

So make sure that the message you’re crafting to sell your products and services is compelling — so compelling that it can create a need in people’s minds where one didn’t exist before.

#2 – Repeat Your Message Again And Again

I ignored the podcast ad at least the first five or six times I heard it. But the more I heard it, the more it sank into my brain, and the more compelling it became.

In time, when I finally did need new undies, what did my mind naturally think of? The product with the compelling message.

The lesson here is to repeat your message again and again to your target market. Probably the best way to do that is to get them on your email list and repeat your message to them over and over. It takes time for people to come around and decide to buy. Don’t expect them to pull out their wallets the first time.

#3 – Have Trustworthy Individuals Provide Testimonials

I’ve been marketing online long enough to know that a lot of marketers (unfortunately) either bend the truth or completely mangle it in order to make a sale. I’m also not so naive to think that people aren’t willing to lie in a “testimonial” to help a sponsor that’s putting cash in their pocket.

Because I trusted Chuck as an individual, having listened to his podcast for years and come to “know” his personality enough to feel pretty positive that he wouldn’t lie to sell a product for a sponsor, I believed him when he spoke well about the product. I was more inclined to give it a shot because he said it was great.

So whenever possible, get trustworthy people to give you testimonials about your products and services. Customers and clients are great for this, because they’re real people you’ve actually done business with in the past. Use their words and show their faces if possible. Make them real to your audience. It builds trust and helps sell your product.

#4 – Above All, Have A Great Product

This last lesson should go without saying, but it’s important. Let’s say I’d given MeUndies a try and it was not a great product — wasn’t even a good product. Would all of the other things the sponsor did right result in long-term success? No.

In fact, it would have hurt the reputation of every sponsor for the podcast. I’d be far less likely to believe Chuck the next time he talked about how great some sponsored product was. And I wouldn’t be the only one.

So no matter how good your marketing skills are, you need to apply them to a great product if you want to succeed long-term. That’s probably the most important lesson here.


Are you amazed at how much you can learn from my choice in underwear? Are you appalled that I would use it as a marketing lesson? Do you have any personal experiences you’d like to share?

I’d love to hear all about it in a comment. Please post it below!

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You’re ranking in Google, so what?

Millions of aspiring internet marketers have a particular problem.

forestfortreesIt’s called “not seeing the forest for the trees”.

What do I mean?

It’s very simple really. You got your sites to rank in Google, but you’re not making money, or getting subscribers. You’re not sure why.

I’ve talked a lot in the past about link building, quality content, legitimate site structure and so on.

Actually, I’ve been teaching about all those important topics on my regular webinars for many months now.

But there’s much more to online success than just ranking.

Yes, ranking is very important. But what does ranking achieve for you? Its purpose is to drive visitors to your site. When they get there you have to engage them, if you want to make any money.

Time and again I get some very basic questions from many, many people about how to do that. And it’s understandable that there would be confusion.

There’s a lot to learn and it’s easy to overlook something important.

Just like everyone else, when I build a site I’m sometimes too close to it to know whether I’ve overlooked something. Sometimes I need another pair of eyes to spot things I’ve missed.

Amin’s actually forced me to confess to some of my own site building mistakes live on webinars!  But of course I have several advantages, including these top three reasons.

  1. I have a huge amount of experience based on years of testing, testing, testing.
  2. I have trusted colleagues who are willing (very happy even!) to tell me when I’ve missed something.
  3. I can correct any mistakes pretty quickly.
So where does this fit in with your own sites?
If you’re getting visitors to your site and not making much (or any) money, most likely, you are too close to your own work to be able to observe it the way a stranger would.
What seems like a masterpiece to you might actually seem so-so to a stranger. It can even work the other way around – you might not like your site, yet other people do.

So who decides whether your site will make money? I’m going to let you into a huge secret – other people decide that, not you!

You can influence where you rank, as I’ve proved many times in the past. You can drive visitors to your site.

But ultimately beauty is in the eye of the beholder, right?

If your site isn’t right, you’ve thrown away all your hard work.

So how can you know whether your site actually fulfills the purpose that keeps Google happy? How can you know whether your site is truly interesting and effective for site visitors?

One of the best ways to do that in my experience is to ask other people who are not afraid to hurt your feelings.

This is not a popularity contest. It’s not about whether you’re a good person, or a hard worker.

It’s about whether your site  is effective.

familyprotectsPeople not to ask (generally) are your mom/dad/husband/wife/brother/sister etc. In most cases they’ll want to be kind to you and not hurt your feelings.

The people to ask are the people who will tell you the cold, bitter truth about your site. Even if it upsets you, it’s better to find out what doesn’t work, so you can correct it.

You need specifics, not generalizations.

I’ve had the “pleasure” of making all the mistakes it’s possible to make. I’ve learned to correct them, through trial and error and long experience. But I’ve also had the privilege of raw feedback.

Sometimes feedback is hard to hear. Sometimes it makes immediate sense. But it’s always invaluable!

So my recommendation to you is to ask other people what’s good and what’s bad about your site. Ask them what they like and what they don’t like.

Just be sure that they’re not so kind that they want to spare your feelings! Honesty really is the best policy, particularly for this!

In some cases you might only need to make a simple change to more than triple your opt-ins.

You might need to make only a small amount of effort to double your sales. And let’s be honest, the chances of any site already being perfect are pretty low! That means no matter how good your site is, an objective, independent view will give you lots of ideas for improvements.

Criticism can sting. Feedback can be hard to take.

But I promise you, earning nothing from your sites after all your hard work is even harder to take!


Nobody to ask?

Well, you could always put up a survey on your site asking your site visitors. Only a small percentage will ever reply, but you’d get some feedback.
You just might be surprised at how others view your site!
Questions? Comments? Feel free to put it in a comment below and I’ll do my best to respond!
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2 Things All Internet Marketers Need to Know (But Sadly Most Don’t)

how to succeed with internet marketingAfter more than a decade of running internet businesses, I’ve learned a thing or two about what works and what doesn’t work. I’ve also learned a thing or two about the average person who gets into Internet Marketing.

While I certainly respect the aspiration of all online marketers, the saddest thing that I’ve learned over the years is that a large number of those who set off to make money online, end up spending more money than they make. So ultimately they do the opposite of what they set out to do.

As a vendor in the Internet Marketing space itself, I have a unique opportunity to deal with other Internet Marketers on a daily basis. Some very successful, some moderately successful and some not successful at all. In my popular coaching program, Learn from Jon, I hear from people who fall into all three of these groups as well. Fortunately I am able to give them specific advice and help guide them in the right direction. However, for most others in that third, unsuccessful group, they will continue on spending more than they make until they finally quit and brand their entire experience a bust and a waste of money.

So why do these people fail? I believe they fail primarily as a result of three things:

1. Failure to have a plan: Look, you don’t need to build a business plan that a business professor would approve, but have a plan! Rather than seeing paid tools and services as pieces of the overall puzzle, many who fail see them as businesses in a box. They buy them, use them (often times not as intended), their bank account is not flooded with cash, so they move onto to another. It’s like buying lottery tickets. Hopefully some day you’ll get a winner. That’s not how it works though. It’s not the lottery, it’s a business.

Although it’s true, some products out there are simply a rip-off, most are not (whether or not the price matches the value is a different story). Most products out there offer some value, but they need to be used as intended! For example, Keyword Canine is an AWESOME tool (yes, I’m just a little biased, but it honestly is a powerful suite of tools). It finds killer keywords. It tracks search engine rankings. It monitors your site health, and much more. We have some high-end clients who see the incredible value in it because they don’t see it as a business in a box. They see it as a key piece of their overall business. But we have customers on a regular basis (as do all other keyword tool vendors) who buy it, use it without any creativity, expertise or plan, fail to get the pie in the sky results they hoped for (remember the lottery ticket metaphor?), so they refund and move on to the next shiny object.

Have you heard the saying, “Fail to plan – Plan to fail?” What is your first monetary goal per month? Maybe you start at an extra $500/m. OK, how are you going to achieve that? Maybe it’s getting five recurring customers to a $99/m. subscription. OK, what do you need to do in order to make that happen? Maybe your conversion rate is 1%. So out of every 100 people you get to the offer, one buys. That means you need to generate 500 site visitors. OK, how can you get 500 site visitors? Maybe you do that through a paid option like one of the Pintastic campaigns that I offer. Or maybe you do that through Facebook ads. Or maybe you work to get links to your site and get your site ranked, so you can not only drive 500 visitors, but you can do it every month!

See where I’m going with this? Have a plan!

2. Wasting time on little things: I could probably pull up hundreds, maybe thousands, of email threads with people who went on and on about minor, unprofitable things that ate up the time of the individual I was talking to. For instance, tinkering all day with a WordPress theme on a site that is designed to promote a product that you don’t even know is going to convert. That you don’t have a plan in place to market etc. I would tell that person, just throw up a basic landing page (there are loads of good options out there, many for free or very cheap) come up with a cheap marketing plan to test the offer, if it converts then move forward with it. If not, drop it and move on to something else.

Not only is it a waste of time to spend a great deal of time on things that can be found already done for you or which can be outsourced very cheaply (find yourself a low-wage hourly worker at who you can trust for on-going tasks like this, you’ll be glad you did), it’s also advisable to focus on getting more money from fewer sales than a little money from many sales. The obvious benefit to this is that it takes less traffic to hit your monetary goal, but high-end customers also tend to be easier to deal with. Fewer customers also require less customer support.

Are you one of the many Internet Marketers who spend more money than you make? If so, come up with a plan (if you need help coming up with one, or you already have but it has failed, consider my coaching program at and I’ll help you with it), stick to it, only buy products that are a necessary part of your plan and focus on what’s important!

Do that and you’ll rise above a large percentage of the Internet Marketing crowd and you’ll find success!

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