Info Marketing Book Promotion

Originally published October 23, 2007

Best-seller makes connection between money, information

By Steve Liner
BUSINESS MATTERS EDITOR

Robert Skrob works from a two-story house in midtown Tallahassee managing dozens of state and national associations and in his spare time has written a best-selling book guiding others to make millions in information marketing.

Last week, Skrob's book was the top seller among entertainment volumes on Amazon.com and the second-place business book for Barnes & Noble. In fact, the book sold so briskly, Amazon.com depleted its entire stock. But, Skrob said, more books will be delivered to them next week.

"The Official Get Rich Guide to Information Marketing," subtitled "Build a Million Dollar Business in 12 Months," is causing the stir. The book was penned with information marketers Dan Kennedy and Bill Glazer.

The guide is a series of tips on how to use information to make money.

“I have used the information in Robert's book to skyrocket my business, Contact Any Celebrity,” said Southern California entrepreneur Jordan McAuley.

“It's completely changed my business and income in the last 18 months,” said Fabienne Fredrickson of ClientAttraction.

Skrob said the turnaround point for him was when he realized there was a more effective way to run associations.

“How can I help associations that are losing members?” Skrob said he asked himself. The answer was simple: pander to members' needs. “If they need particular information, then give it to them.”

Skrob said a typical approach for some associations, particularly those in state capitals like Tallahassee, is to focus on legislative needs.

“That is not what makes most members write a check,” he said. “They need information and services that will help them put money in the bank.”

And they will pay far more than normal association dues for that information and those services, he said.

Working with Kennedy and Glazer in 2004, he set about creating a nine-step formula.

The underlying principle behind his book is “do the work once, but get paid for it many times.” The approach has spawned a twice-annual seminar series where seats cost $5,000.

His association has blossomed nationally and worldwide. He said 15 percent of his client base is international from countries like the United Kingdom, Italy, France, Australia, Mexico, Canada and the United Arab Emirates.

Along the way he found a huge problem.

“There is a non-stop parade of distractions” that come with success, he said. That created a consulting business where he charges $4,500 per day. But don't look for a booking any time soon. He has no dates available until 2008.

His most shocking point: “The Internet is never going to replace the paper newsletter.”

So, just about every day, Skrob and his staff are sending out mass mailings. And almost invariably the mailings contain something to make clients open the envelope right away. Over the past week examples have included packages of roasted peanuts, dice and even Florida Lottery tickets.

Contact Business Matters
Editor Steve Liner at (850) 599-2238 or sliner@tallahassee.com.