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If
the name "Jon Stetson" is unfamiliar to you, go
to www.jonstetson.com
before you read any more. We'll wait here 'til you get back.
OK, so Jon Stetson is obviously someone who's been able
to both "talk the talk" AND "walk the walk"
for many years, and I was extremely excited when he agreed
to sit down and share his experiences with us.
When
we finally started the camera rolling, I was glad the information
Jon was revealing was going on video for a couple reasons:
(1) Trying to absorb all of Jon's knowledge on the subject
of marketing is somewhat like trying to take a sip from
a fire hydrant, and (2) It's clear from the video that Jon
is truly passionate about sharing that knowledge.
Why
The "Brown Paper" Project?
When
we first started talking about doing a DVD set about marketing
for mystery entertainers,
Jon stated upfront that he didn't want to do some glitzy,
over-produced product that was heavy on design and light
on actual information. "I want it to be something that
would be just as valuable if it were to come in a plain
brown wrapper," he said. And that thought provided
us with both a title for the project and an approach that
I feel has turned out very well.
In
this three-disk DVD set, Jon covers that aspect of the entertainment
business that intimidates and confuses many people: marketing.
Over the course of several hours, you will find principles,
methods, tips and techniques that Jon has used throughout
his celebrated career... and is still using to this day.
We start the set off with a discussion on how to "reverse-engineer"
success, including how to define "success" in
the first place. This, as you may imagine, can be very challenging,
since there are about as many different definitions of success
as there are people who are pursuing that goal.
We
cover concepts both basic and advanced, including:
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How to design the optimum answering machine message
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How to eliminate your competition -- and be happier
and healthier
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How to instill confidence in your prospects and clients
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Branding - What is it, and how do I start?
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Types of persona, and how to develop yours
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How to be immediately comfortable on-stage
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The "Share" Theory
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How to gain insight into the corporate mind
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I'll
be honest. I've studied marketing for most of my adult life,
and I wasn't expecting any surprises. But after just a couple
minutes with Jon, I realized that what he was talking about
would be a radical, life-changing approach for many people.
In short,
he was sharing a deeply systematic approach to marketing
that can be tailored to anyone, anywhere.
A
Peek Inside A Professional's Mind
Well,
more than a peek, actually -- Jon opens the lid wide open.
Jon's unique philosophy allows him to be fully forthcoming,
holding back nothing when it comes to describing how he
has achieved the level of success that comes with performing
for the audiences he's had during his career. (You did
check out his website, right?)
These
DVDs are packed full of practical information, like:
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Subliminal branding perception points
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How to influence prospects before you even talk to
them
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Where branding begins
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The next most important thing after branding
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How do you know you have a good product?
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The key to a successful persona
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Jon's #1 rule for marketing success
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Whether
you've been in the business for years, or you're looking
to book your first engagement, you'll find lots of valuable
insights and information on the Brown Paper Project.
Jon's
Sales Kit
Naturally,
no discusson of marketing would be complete without covering
the basic sales kit that every performer needs -- the business
card, promotional brochures, sales and supplementary materials
that you use to present yourself to prospective clients
in the best possible way.
Here's
a partial list of the topics covered:
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How to super-charge your business card
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The best way to present your card
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The secret to a well-designed sales kit
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How to make YOUR marketing materials stand out
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Brochures: Has the Internet made them obsolete?
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Your greatest branding opportunity
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The strongest thing you can put on your website
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On-line videos: yes or no?
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What kind of videos work best
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What NOT to put on your website
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Jon's Platinum Rule of Marketing
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Q&A
with Jon
No,
not the kind where Jon puts on a blindfold. If you're a
long-time Pro Shop customer, you may remember a while back
when I asked, "If you were able to ask Jon one question,
what would it be?"
Well,
we got a number of responses, and presented the questions
to Jon on-camera. Questions like...
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"How do you make the initial booking when you're
new or unknown to the market?"
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"Should you work with an agent?"
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"What do you tell the prospect to make them pick
you?"
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"I have a difficult surname - should I adopt
a stage name?"
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"What do corporations expect from your presentation
- substance or entertainment?"
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"How do you identify the actual decision-maker
who can hire you?"
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"How do I establish instant credibility with
my prospect?"
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As if all
of the above information weren't enough, here's the icing
on the cake...
SPECIAL
BONUS DVD
The BROWN PAPER PROJECT Supplemental:
FOR READERS ONLY
Although
he doesn't advertise the fact, Jon is also a highly accomplished
reader who is able to work wherever and whenever he wants.
Jon's involvement in this aspect of our business is, actually,
one of the reasons we met in the first place.
As
I was driving home from the first day's video shoot, it
suddenly struck me:
On
the single-disk supplement, Jon covers...
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Why be a reader?
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Jon's favorite Tarot deck (and why)
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Should you do readings after a performance?
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Jon's simple yet effective approach to readings
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The ethical concerns of readings
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Jon's personal transition from mentalist to reader
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Jon's radical pricing model for readings
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How to establish a practice
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Who to contact to get you started
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Jon's stories from the trenches
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How to broaden your client base
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An ingenious branding technique
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How to apply the Brown Paper Project principles to
a reading practice
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How to separate yourself from the pack
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How John integrates his two areas of expertise
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For
me, one of the highlights on this DVD is where Jon describes
how to go to any city -- sight unseen -- and set up a high-end
reader's business from the ground up. Without a doubt, this
discussion alone is worth the price several times over.
For
Professionals Only?
One
of the things I found fascinating about Jon was that even
though he is himself a highly visible and successful entertainer,
he has a genuine respect for those who choose not to pursue
a full-time professional career. He also believes that regardless
of the level you want to work at, there are ways to apply
his principles to make your journey both highly effective
and enjoyable.
Simply
put: Whether you want to work five times a year -- or 200
times a year -- this information is invaluable.
This
is not an "instant success" kind of thing, however,
and Jon will be the first one to tell you it's hard work
getting to where you want to be in the entertainment business.
If
you're ready to order Jon Stetson's BROWN PAPER PROJECT
3-disk DVD set and the Special Bonus DVD "FOR
READERS ONLY" now, simply click on the Add
To Cart button below.
Jon
Stetson's BROWN PAPER PROJECT
US customers only
Only
$167.00
International
customers only
Only
$175.00
Please
allow 48 hours for your order to be processed
NOTE:
These DVDs are NTSC and Multi-Region Encoded for worldwide
compatibility.
ORDERING
INFORMATION
PLEASE
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