Info-Preneuring: How to Be an
Information Multi-Millionaire - Part 1

Robert G. Allen

Welcome to the business of selling information. I call it info-preneuring. (An info-preneur is an entrepreneur who sells information.) It is the most exciting business in the world. If you do this business right, within a few months, total strangers will be sending you money for your ideas... even if you think your ideas are worthless!

First of all, who am I and why do I think I can teach you all of these things? My name is Robert G. Allen. In the 80's I wrote 3 best-selling books...two of which made it to the number one spot on the New York Times best sellers list. My first book, Nothing Down: How to buy real estate with little or no money down, became the largest

selling, longest running financial hard cover book in history. It has been revised twice with the current edition entitled, Nothing Down for the 90's. Nothing Down still sells well nearly 20 years after I wrote it. My second book, Creating Wealth, was also a number one NY Times bestseller with over a million sold. I am currently writing a new book, Multiple Streams of Income, scheduled for release in 2000. It, too, will be a major best seller.

In conjunction with my best-selling books, I also taught seminars nationwide on the subject of real estate and creating wealth. Over one million people have been to my free preview lectures nationwide. Of these, 103,000 people paid me up to $500 to attend my weekend Nothing Down Seminar and 20,000 people paid me up to $6,950 to attend my 5 day in-depth WealthTraining. This is in addition to the millions in tape, video and newsletter sales.

I think I can safely say, that no one in the world knows more than I do about creating an information empire from scratch.

I have hoarded these secrets for years, never revealing how I accomplished so much in so little time. I didn't do it all alone of course. Nobody makes it to the top without mentors and a powerful Master Mind team. What I learned from my mentors and from the School of Hard Knocks cost me millions but it was worth every penny. It has only been recently that I have decided to share this powerful body of knowledge with a few highly motivated individuals. What you are now reading is the preliminary draft of some of the ideas which have made me and my partners literally tens of millions of dollars.

It's a tough business if you don't know what you're doing. But it can be extremely lucrative and very rewarding when you've learned the ropes.

Good luck, my friend. May you sell a million!

Get in the fast lane on the Information Super Highway

In case you haven't noticed, the world is experiencing an information explosion. Before the turn of the century, the majority of the households in North American will have access to hundreds of channels of interactive television giving every customer instant unlimited access to information, communications and entertainment. In addition, there are tens of millions of computer screens hooked up to the net….yours included. The Internet is exploding. People are communicating and sharing information like never before.

Staking your claim in the great info-rush of the new millennium

Who is going to provide all of the programming for the 500 channels, the on-line data bases, the hungry airwaves? You are! You are the source of the ideas, information, data and entertainment to fill the voracious appetite of millions of info-maniacs.

Profits in the shift from the information age to the communication age

The serious money in the future, however, is not just in providing information or raw data. We are already drowning in information. We are on information overload. We are data drunk. The problem is not a lack of information or ideas but a lack of information that is packaged properly. Your job in the future is to convert the mountains of raw data into specialized knowledge presented in a way the consumer can assimilate and use quickly:

Specialized knowledge packaged properly

organized

simplified

beautified

systematized,

personalized

interactive

multi-media

delivered to your house

ready to use

on demand

instantly.

Time is the currency of the new millennium. Time is our most valuable asset. Since all of us are already on information overload, with too much information to absorb and too little time to absorb it, we all will be looking for information that is "time friendly." We won't want to waste time ready, studying, reorganizing general data to fit our unique circumstances and problems. We'll want information we can USE NOW, FAST AND EASY.

The best way to distinguish your information from the hundreds of competitors is to emphasize the most important competitive advantage: YOUR INFORMATION MUST BE SIMPLE, EASY TO USE AND PROVIDE FAST RESULTS.

Your advertising should emphasize this.

The future is being fired at us at point blank range and we will need to react in lightning quick time. Those who react slowly will find themselves amongst the "information have-nots."

In order to be prepared to understand how to deliver your information in the fastest, easiest way, you must be technologically up to speed or you will be left in the dust. The information business is moving at Mach 2. You must be computer literate and you must teach your children and employees to be computer literate. Your customers will demand it and your competitors will force it. You can't hide your head in the sand and hope the storm blows over. It ain't gonna blow over. It's only gonna blow harder.

How to turn you expertise/passion/hobby into lifetime streams of cash flow

Now, with all of this talk of the billions being spent on the super information highway, you might be a bit intimidated. You might wonder how "little old you" can compete with the big boys. How can you sell your ideas, you life's expertise in the face of the media moguls? Fact is, anyone with a good idea, persistence and some savvy can make a million dollars selling information. You don't need a huge advertising budget and a staff to spend it. All you really need is

An interesting story

or

An expertise that people want

and

A powerful marketing plan

The Book Within: Everyone has at least one good book in them

It is my firm belief that everyone...including you...has a least one good book in them. When you've finished reading this special report, you'll realize that you have enough information and experience in your head right now to turn into a lifetime stream of income. You have a book in you that is just waiting to be unleashed.

With some proper positioning, your book can become the cornerstone of an information empire. An information empire? Yes. And I'm going to prove it to you.

The next time you wonder whether "there's gold in them thar hills," remember the example of 75 year old Walter Swann from Arizona. A few years ago he wrote a book about growing up in Arizona with his brother, Henry. He called his book "Me and Henry." Sounds like a money making title, doesn't it? But no publisher would publish it. So he published it himself. But no book store would buy it. So opened his own book store. But his book store is unique. It only carries one title...that's right, "Me and Henry." He calls it the One Book, Book Store. The only book you can buy in his book store is "Me and Henry." Dumb idea, right? Wrong. He sells thousands of books world wide. And makes thousands of dollars a month from this one simple idea. In fact, business has been so good that he has written another book. This one is called, "Me and Mama." It's also for sale in a special room in the One Book Book Store. It's called the Other Book Book Store.

What I want you to realize is that you, your life story or your life's expertise have market value. It may have enough market value to support you for life.

Turn your life story into money...even if you've been a miserable failure.

Almost all success books start off with a miserable failure. The author tells how he or she used to be fat, poor, ugly, unhappy, lonely, addicted and through some miracle, will power or new found knowledge was able to overcome failure and rise to the heights of success. Let me give you some pretty impressive examples,

And the list goes on and on. Each of these info-preneurs used the story of their rise from the ashes of failure to create an information empire. Each of them now produces books, seminars, newsletters, tape programs, video courses, speeches, consulting relationships and infomercials. They turned their failure to success story into millions of dollars.

Everything that has happened to you, good or bad, has cash value.

Do you ever wonder how those famous stars on those diet commercials are able to take the weight off and keep it off? How do they do it? Where do they get the will power to lose all that weight and keep it off? Think! If someone offered your a half a million dollars to do a diet commercial, wouldn't you be able to find the motivation somehow?

Now take this to the next logical conclusion. What if someone offered you ten million dollars to turn your life around right now. How much would it take for you to be motivated to perfect your relationships, to get in shape, to get your financial act together, to be a top salesperson, etc. What if you decided that YOU ARE THE BEFORE AND AFTER STORY? Fix yourself then you, too, can market your new-found "know how."

You don't even need a unique, new system. It can be old knowledge, repackaged and remarketed in new ways. Look at all the diets out there. There are only 3 variables in the diet game: food, exercise and mental attitude. Susan Powter, in her hugely successful diet infomercial and book, "Stop the Insanity!" doesn't teach anything new. She teaches old stuff in a unique way. And MAKES TENS OF MILLIONS OF DOLLARS DOING IT!

The formula is pretty simple:

• Identify a Core Human Desire/Need
• Find new technology for solving this Core Desire/Need, and/or
• Find a new way to market to this Core Desire/Need

Let's look at Tony Robbins. Why is he so successful? He has identified a core desire/need (The need to achieve success. ) He applied a new technology (Neuro-Linguistic Programming). He used himself as the BEFORE and AFTER story. He used a new way to market (Infomercials). And the rest is history.

You don't have to do it on such a grand scale. You can be like Walter Swann and his tiny One Book Book Store. The point I'm trying to make is that one mediocre idea with some good marketing power can generate a lifetime stream of cash flow. And with some luck can turn into millions of dollars. Everything in your life has value. The failures. The successes. It's all part of the equation.

And if you want to get paid millions of dollars...start trying out how to turn your life around now and then tell the rest of us how you did it.

My story: How one simple idea grew into a billion dollar business.

The above formula is exactly the same one I used to take in over a hundred million dollars over the past 20 years. I wanted to become successful...to be wealthy. So I applied myself to real estate in the late seventies after I got out of college with only a few hundred dollars in my pocket and no job. In a few short years I had make a lot of money in real estate. I started sharing some of my ideas with friends and they were very interested. They started using my ideas and began making a lot of money. I wondered if anyone else might be interested and ran a small classified ad in my local newspaper. It offered to teach them

How to Buy Real Estate with Little or No Money Down.

The phone rang off the hook. I taught small classes at first, then graduated to large weekend seminars, then, wrote a book, which helped to promote the seminars...then, on to newsletters, tapes, videos, newsletters, etc.

The concept of real estate investing was as old as the hills. What I added to the equation was to take old techniques and to repackage them under the banner of a single, sexy concept, Nothing Down. Here is the result,

2.5 million books at $20 = $50,000,000

100,000 seminars at $500= $50,000,000

20,000 trainings at $5,000= $100,000,000

Other misc. stuff= $20,000,000

$220,000,000

That's over two hundred million and counting, just through my businesses alone.

Then, with all of the knock-offs of Nothing Down from Dave Del Dotto, Tommy Vu, Carlton Sheets and dozens of other copy cats, the tally goes into the hundreds and hundreds of millions of dollars. During my lifetime over a billion dollars is going to be dug out of the mine shaft called Nothing Down real estate. It was A BILLION DOLLAR IDEA!

Billion dollar ideas are floating around in the air right now. You have one or two every day. The key is to learn how to crack the code, to discover the combination to the vault. Using new technology or a new marketing angle, you can tap into your own billion dollar idea.

How to make at least $1,000 a day selling "how-to" information to eager info-maniacs

Once you "crack the code" and find that your idea or product has uncovered a hungry market, the next step is to roll out your marketing to different marketing media. I first started in the classifieds. Then, I graduate (fearfully) into display ads in the newspapers. My first ad was $300. I thought I was betting the farm! This brought even more business. Then, I graduated to full page ads in the newspaper. (Which really scared the heck out of me. Imagine dropping $10,000 on a single, one time only full page ad. If it works, you make good money. If it doesn't work, you just burned up ten grand or more. An associate of mine dropped $60,000 in media for a large seminar on the day before of a major Los Angeles earthquake. $60,000 down the drain! Ouch!)

From full page ads, my highly skilled marketing team moved into television advertising. The infomercial for the Nothing Seminar in the early 80's was the very first successful infomercial ever produced. It was created by Roger Larsen who is the pioneer of seminar marketing and one of the geniuses of the business. I was so lucky to have found him and to have been able to work with him for so many years. I have since created and starred in 9 different infomercials. Some with great success and others total failures. Ironically, the cheapest ones seemed to make the most money.

With a winning idea, and many different media to market it, we then branched into the many related support products...bringing in millions of more dollars. Once you uncover a mother lode of ore, you can spend the rest of your lifetime digging it out...as I have done.

With a few minor adjustments, this is going to be your same trajectory of success. But before you launch this new business, I just want to educate you to the fabulous benefits of being in the information business as compared to any other business that you might be tempted to get into.

"The Best Business in the World": Benefits of selling Information

• Unlimited world wide market
• Easy to research
• Easy to create
• Easy and cheap to test
• Easy and cheap to produce, inventory and correct.
• Low cost start-up
• High perceived value
• High mark up
• Mobility: Operate from any mailbox in the world.
• Copyright protection from competitors
• Prestigious, impressive career. "I'm an author."
• Satisfying: A permanent record for future generations.
• I can't think of a more satisfying career than producing information products.

They are easy and cheap to create and produce, fun to sell, and do so much good for the consumer. I get success letters from hundreds of happy, satisfied customers each year who share their great gratitude for what using my ideas has done to improve their lives. I keep pinching myself.

"You mean, I can get paid for this?!"

Next: the 3 Essential Skills that you need as an info-preneur

For more Robert G. Allen articles and resources, click here

• Business and Marketing • Affiliate Marketing • Information Marketing
• Network Marketing • Work At Home • Money Management
• Debt Management • Investing

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