1

Copyright, Legal Notice and Disclaimer:

This publication is protected under the US Copyright Act of 1976 and all other applicable
international, federal, state and local laws, and all rights are reserved, including resale rights:

Please note that this publication is based on personal experience and anecdotal evidence.
Although the author and publisher have made every reasonable attempt to achieve complete
accuracy of the content in this ebook, they assume no responsibility for errors or omissions. Also,
you should use this information as you see fit, and at your own risk. Your particular situation
may not be exactly suited to the examples illustrated here; in fact, it's likely that they won't be the
same, and you should adjust your use of the information and recommendations accordingly.

Any trademarks, service marks, product names or named features are assumed to be the property
of their respective owners, and are used only for reference. There is no implied endorsement if
we use one of these terms.

Copyright © 2008 Marlon Sanders Higher Response Marketing, Inc. All rights reserved
worldwide.

1
My Story

How A Strange Fascination Landed Me Into The Direct Response Marketing Business 1

Track Record

What's My Track Record And What Right Do I Have To Produce This Ebook? 8

Intro

The Formula 14

Intro

How I've Organized Ockham's Razor and What's To Follow 18

Part I

Advertise Heavily 20

Secret I

How To “Advertise Heavily” Using My Master Plan 21

Secret II

Where To Find New Customers 31

Secret III

How To Get 100 Visitors A Day From Forums 43

Secret IV

The Tracking Link Secret That Tells You Where People Buy From 45

Secret V

How To Erase The Costs Of Advertising So You Can Promote Heavily 50

Secret VI

Eight Different Email Models To Cash In Once You Get People On Your List 56

Secret VII

How To Get Subscribers To Your List Using An Affiliate Program And Why You Don't Use A Squeeze Page 59

Secret VIII

How To Find Out What People Already Buy 60

Secret IX

The Untold Story Behind Why The Money Always Has Been And Always Will Be -- In The List 70

2
Secret X

How Email Turns $50 Customers Into $500 Goldmines! 72

Secret XI

Set Up Your Swipe Files Using Separate Email Accounts 75

Secret XII

How I Turned Ordinary Ebooks Into $150,000 Each 77

Secret XIII

How and Why To Publish Content Regularly To Your List – Even Though It Isn't “In Vogue” To Do So 80

Secret XIV

How To Craft Emails That Make Sales 82

Secret XV

How And Why I Create Different Sections For My Ezine 92

Secret XVI

The Special Formula That Creates Super-Sized Bonus Jackpot Paydays 104

Secret XVII

The Secret Sauce For Your Email Promotions – Revealed! 106

Secret XVIII

The Real Secret Of Writing Smoking Hot Subject Lines You'll Never Hear Anyone Talk About... 108

Secret XIX

How To Create Your Bonuses 114

Secret XX

How To Use The Formula To Sell PLR Or Affiliate Products 118

Secret XXI

How Do You Create Promotions If You Can't Write? 120

Secret XXII

How I Come Up With Promo Ideas For Emails and Bonuses 121

Secret XXIII

How To Feature Your Bonus and Deadline At The Top Of Your Sales Letter In A Modified “Johnson's Box” 124

3
Secret XXIV

Learn the Time Tested Formula for Sales Messages that Haul in Supersized Bonus Jackpot Days 127

Secret XXV

The Power Of UGETS 130

Part II

Innovation 136

Secret XXVI

How to Use Set to Spot Trends and Spin Your Own Tipping Point Products, Promotions and Ideas 137

Secret XXVII

The 5 Key Factors for Your Sales Letters I Learned From the Diffusion of Innovation 140

Secret XXVIII

How To Innovate If You're an Affiliate Marketer 143

Secret XXIX

How To NOT Get Bogged Down 144

Secret XXX

How And Why To Innovate Products And Promotions 145

Secret XXXI

How To Follow The Moneymaking Formula Of Steven Jobs 151

Secret XXXII

To Find Your Target Market, Start with the BACK END, not the Front End. 158

Secret XXXIII

How Do You Create Key Differences That Are Not Quickly Copied By Your Competitors? 161

Secret XXXIV

Competitive Advantage: How To Sell Products When You Aren't The ONLY One Selling Stuff 164

Secret XXXV

How To Find Your Tipping Point JV Partners -- Starting From Scratch 170

Secret XXXVI

Fear Of Mistakes Stops Innovation 173

4
Secret XXXVII

The Final Push To Freedom 185

Appendix

Examples 189

5
 My Story
How A Strange Fascination Landed
Me Into The Direct Response
Marketing Business

It seems weird to be writing this.

When I first got in this business, it was new and exciting. I was young and had ALL my hair!

I guess I should tell the story so you know from whence I came and what I have to contribute to
your knowledge and understanding of this business.

So let’s start at the beginning.

I was a strange kid.

When I say that at seminars, people always laugh. But really, I was. When the other kids would
go to the fair to see the cars or the animals, I’d go so I could listen to the guy selling the knives
or blenders. Why they fascinated me, I’ll never know.

As a teenager, I used to save what most people call “junk mail.” You know, those letters you get
in the mail selling you stuff. I’d read them over and over trying to figure out what made them
work. I still have torn and tattered ads and sales letters I read over and over and over marking
them up with my pen.

I wasn’t what you’d call a born natural.

I remember in the 7th grade I was in band. This guy came and showed us all these cool prizes
we could win if we only sold a million dollars worth of magazines! Boy, was I jazzed. He had
this mirror ball that flashed colors on the wall. In those days, that was the most coveted prize of
all.

So I ventured out door-to-door selling magazines for the band. I think one lady finally bought a
couple. Not only did I not win the mirror ball, I don’t think I even got a fine pocket comb!

Fortunately, all wasn’t lost.

1
I ran a little ad in a free newspaper for children’s magic shows. My grandmother had travelled
once with Firestone the magician. She floated in the air, miraculously healed from getting sawed
in half and other wonders.

Somehow, my brother took up magic. Then yours truly.

I had a bit of entertainer in me. Something that came in handy later on when I jaunted around the
U.S. and the world speaking at seminars. But I’m getting ahead of myself.

My ad read, “Magic is my thing. I do it free for birthday parties. Call Marlon the Magician.” I
ran my poor mom ragged dragging me around to birthday parties where I made a rabbit
reluctantly poke his nose out of my hat, turned egg on the birthday child’s head into candy and
other assorted wonders.

Before you know it, I charged for my little parties. That counted as my first direct response
business.

The birth of my fascination with what I call the “direct response marketing business” began in
1978 when I forked over a few bucks for Superbiz(tm) by the legendary Benjamin Suarez, a
protege of sorts of Gary Halbert, another famous person in the rich history of this business.

He weaved a story about how he went from $85,000 in debt to massive financial success. I read
the story over and over. The name Gary Halbert stuck in my brain because THAT was the dude
who took a young, inexperienced Ben Suarez and taught him the ropes.

Gary’s claim to fame was launching the largest direct mail campaign in the history of the U.S.
Gary seldom gets credit for it in direct marketing circles because he ran afoul of the law. Gary
was an enormously complex human being. But anyone who studies this history of this business
can’t help but learn about him.

A good friend of mine has a million dollar business ran almost exclusively on what Gary Halbert
taught him.

Anyway, I mucked around running ads in little publications where you could get an inch ad for
ten bucks. If you snagged three orders, you jumped for joy. I also ran classified ads in
magazines. Boy, that was a SLOW way to bank some coin. It took 2, 3 or 4 months for your ad
to appear. People wrote in requesting your free information or report. Then you mailed it out
and waited to see if you got orders.

If you didn’t, you had to do the whole cycle over again.

What took me YEARS to learn in those days, you can learn in a few months online because the
feedback is instant. And you can place your ads in only minutes instead of months.

2
The business in those days cost an arm and a leg to run. You had printing, postage, mailing costs
and all the rest. Oh, you also had a stack of books, tapes and plastic albums in your garage to
fulfill the products. Not to mention the cost of printing the covers, duplication and all the rest.

Anyone who romanticizes about those days is a little off their rocker. They sucked in
comparison to the days of the Internet. But like I said, I still have friends making millions
offline.

Learning to write what we in the biz call “sales copy” took a long time for me. I only had a few
decent books to learn from. Tested Advertising Methods by John Caples. How to Write a Good
Advertisement by Vic Schaub. The Robert Collier Handbook. That was about it in those days.

The main way I learned to write letters was by studying successful letters and reading them over
and over. I did a lot of that in those days.

Famed marketer Dan Kennedy and I have one thing in common – we both tried to run a retail
story that sold motivational tapes and products. Far as I know, both of us lost money. I
discovered one valuable thing during my time in that business. You could call customers on the
phone, chat about anything and sales would go up.

Crazy thing. But true.

Just doing ANY marketing often gets you sales.

This guy walks in. He drove a Mercedes. His boots were obviously of fine quality. “What do
you do for a living?” I asked. “I’m in sales” he fired back.

“I suck at sales,” I said. He used a technique on me known in the sales world as feel, felt, found.
I know how you FEEL. I used to FEEL the same way. Tell you what I FOUND.

He said, “I used to feel the same way. Then I ran into this guy who told me the secret of sales.
He said whatever they’re buying I’m selling. Since I learned that, sales has never been a
problem for me.”

To this day, I still think that’s one of the most profound lessons I’ve learned about sales and
marketing.

Somewhere along the way I decided to become a direct response copywriter. I won’t even
attempt a chronology here. There are too many detours, twists and turns that aren’t germain to
the topic of sales and marketing.

3
Let’s talk about the term “direct response.” It means that you seek to get a response from your
ads, not just build image or name recognition. You’re going for orders, phone calls, email
addresses or some other sort of response.

It’s a subset of the larger field of marketing which often relies on methods where responses
aren’t the primary metric tracked.

The most significant purchase of my life other than the Ben Suarez book was when I bought Jay
Abraham’s Marketing Protege Course.

There’s a funny story behind it.

One day I got this 16-page sales letter in my mailbox from Howard Ruff, a famous financial
advisor at the time. The headline screamed: “I Paid This Marketing Genius $600,000 Because
He Made Me $2,000,000.”

I still have that sales letter. It’s beat up. Marked to death. Highlighted. Why? Because the dude
wanted $500 for the course. Now, by today’s standards $500 isn’t much for marketing training.
But in those days it was a veritable fortune.

Anyway, I called in to order the product and had the money ready. But they didn’t take checks
overt he phone. So they said they’d send it out with an invoice.

Now, to be honest, I never INTENDED to spend the $500. But in those days stone broke didn’t
even begin to describe me. I lived out of this tiny apartment in Arlington, Texas. If I recall I
worked as a newsletter writer for an mlm company on a salary of $18,000.

Oh happy day! The course arrived. I ripped it open to find about 10 thin manuals with title like
“Unique Selling Proposition” and “Lifetime Value of a Customer.”

What you have to understand is that in THOSE days, NO ONE but no one taught those concepts.
The term USP hadn’t been bandied about since the days of Walter Reeves in the 50’s or
something like that.

I’d never heard the term “lifetime value of a customer” anywhere.

Then there was his concept of host/parasite. Later referred to as host beneficiary. I think he even
had a chapter by Gary Halbert or talked about him. My jaw dropped! Oh my goodness. Here
was more info from this guy who mentored Ben Suarez.

Holy smokes. I felt exhilarated. And simultaneously guilty as hell. By the time the product with
the invoice arrived the $500 was long freaking gone. But I just couldn’t send it back. The

4
booklets were like a massive revelation to me. Funny thing is, they NEVER sent another bill or
invoice.

Now I understood why I’d gotten the living crap beat out of me in sales. I understood how the
marketing Game worked. All from booklets that people would probably complain about if they
even paid $47 for them nowadays.

This is why I believe so strongly in the value of information. I see value because I KNOW what
it’s like to NOT have access to the knowledge or information. I often see people on forums
complain about all the emails for products on marketing. Man, when I was learning, I would
have given anything for these products!

Anyway, those booklets by Jay Abraham opened up a new world for me. Several years later I
opened up Entrepreneur magazine. I saw this 32 page ad for Jay Abraham’s Protege Program for
$5,000. I felt so horrible for not paying for the $500 booklets, I bought the Protege program
within an hour of reading the ad.

I knew if it was ANYTHING like what I’d read in those booklets, it would change my life.

I spent hours and hours and hours listening to the audio tapes and reading through the materials.
I can’t even describe what an amazing experience that was.

I really think most people don’t understand the value of information. The ONLY reason I
understood it because I’d knocked on doors at 12 at night trying to sell insurance. I’d failed at
numerous night time sales jobs while struggling to make my way as a writer in the early days.

I understood the value of information because I’d had my teeth knocked out, figuratively
speaking, more times than I could count by NOT having information. You don’t understand the
value of information until you’ve had the crap beat out of you so many times you can’t stand
another beating.

Then you discover a few simple pieces of information. And now you don’t have the crap beat
out of you anymore.

Let me draw an analogy: The hottest sport in the U.S. and possibly the world right now is mixed
martial arts. About 15 years ago someone had the idea of throwing the best fighters in the world
from ALL sports in the ring to see who would win.

You had Karate folks, kick-boxers, wrestlers, Sumo wrestlers, Kung Fu and everything else
under the sun. The man who won did it in something like a combined total of 35 seconds to win
ALL his bouts!

5
He did it with methods invented by his grandfather Ceaser Gracie in Brazil. All he had was a
few methods and a few pieces of knowledge the other fighters didn’t have. THAT is the value of
knowledge. I really think people just don’t get it.

The recipe for Coke can be written on an index card. But no one knows that recipe. It’s probably
one of the most, if not the most, valuable trademarks and secrets in the world. If you had that
index card with the recipe on it, how much would it be worth?

LOTS. Let’s just say it would be millions.

To get back to my story, bit-by-bit, with the added knowledge I gained from Jay Abraham, my
copywriting skills improved. Before I knew it, I had a job as a copywriter. I ran a classified ad
in a business publication in Dallas where I lived. Only 3 people responded.

One of them hired me. That’s when I learned the true power of direct response!

Phil Kratzer was a marketing guru of the day. He spoke at big seminars. And get this – there
was this dude who flew in once a week or so that he got to talk to....

Guess who.

That’s right. None other than Gary Halbert! I felt so in awe. During my time as a copywriter
there, Phil launched a new endeavor to market on the Internet. Problem is, this was pre-world
wide web. He got caught in the crossover from the old text-based Internet to the world wide web.

Not too long after I left, Phil sold the corporation.

While working there as a copywriter, I was puttering around at home selling on AOL and
Compuserve. I met this guy who had killer sales letters. I emailed and asked him where he
learned copywriting. He said, “John Caples!”

I about freaked out.

Here was someone other than me who’d read Tested Advertising Methods. We immediately
became friends. Jonathan was already writing the ONLY newsletter about Internet marketing.
Through my connection with Phil, I got us a speaking gig on the Tag Powell cruise.

There we shared the small stage with Ted Nicholas, Dan Poynter, and E. Joseph Cossman. All
legends.

My hands shook so bad in that speech I could barely turn the slides. But my mentor Lew
Williams, who I’d met at my copywriting job, told me that he’d produced the first seminar E.
Joseph ever spoke at. And his first speech wasn’t so great. So don’t feel bad if I wasn’t smooth.

6
Lew and his wonderful wife Anita built up my self confidence in those days and taught me the
ropes of freelance writing. Lew had been mentored by Thomas Hall, the same person Gary
Halbert claimed as his mentor. For a time, Lew and Gary were friends.

As a freelance writer, I worked with some prestigious clients. My best client had Franklin D.
Roosevelt’s Olympic-sized swimming pool in his bedroom. He was said to be worth
$600,000,000.

I won’t go into all the gory details of the chronology. Let’s just say that the next thing I know
Jonathan called and said he had this speaking gig that’s pay me $1,000 for one speech. Did I
want to do it?

“Heck, yeah!” Jonathan brought in another super sharp guy named Declan Dunn and together
we criss-crossed the U.S. Speaking at one-day seminars people paid $3,000 to attend. I got paid
very well for my time.

Declan later went on to become a consultant to Fortune 500 companies and corporations.
Jonathan later started a coaching program that included Frank Kern, Perry Marshall, Carlos
Garcia and many other people considered gurus today.

By this time, thanks to my relationship with Jonathan and Declan, I was marketing full steam
ahead on the world wide web. My first product that hit really big was called The Amazing
Formula That Sells Products Like Crazy.

It was the culmination of my life in marketing and all the things I’d learned to date.

Thanks to the help of Rick Beneteau, Allan Gardyne, Knut Knudson and many other affiliates,
the product became a best-selling legend on the Internet. Many gurus will tell you it was the first
ebook they bought about Internet marketing.

But let me say this: When I say I had a HIT product, I don’t mean a hit like today. It sold
$20,000, $30,000, $40,000 a month for years.

It wasn’t like today where you launch a product that hits big and one month later people are onto
the next big product launch.

It’s said that if we stand tall, it is because we stand on the shoulders of giants. I owe so much to
people like Jonathan and Declan, Allan Gardyne and many others. I’ll give credit where credit is
due at different places in this ebook.

I owe a debt to Ben Suarez, Jay Abraham, and John Caples that’ll never be repaid. But in my
book, they were and still are giants.

7
 Track Record
What's My Track Record And What
Right Do I Have To Produce This
Ebook?

If you haven’t seen the upsells, downsells and add-ons, I've created 45 or 50 products over the
years. I've created 27 major products, most of which have sold very well.

I’ve had a few dogs here and there. You can skip this chapter if you want. But I figured some
people would wanna see the proof that I have a basis for what I say in Ockham’s Razor and it
isn’t just some kind of mumbo jumbo.

Some of my best selling products over the years have been:

1. How to Create Your Own Products In A Flash

Originally, I created this product as an audio and had it transcribed. As it sold, I added more and
more to it. I created and sold this product as a physically delivered manual before the days of
ebooks existed. It was the first ebook that told people how to create products by doing audios
and having them transcribed. Or it's certainly the first ebook that sold big on the topic.

The lesson of this product is to show people how to do whatever it is faster and simpler. It's also
an example of teaching what you do yourself. This method was how I created products at the
time, so I taught others how to do the same.

2. Gimme My Money Now

For a long time, this was another of my best sellers. It was the first product to advocate the two-
page web site model combined with getting traffic via an affiliate program. In its day, everyone
sung the praises of SEO.

So the premise rocked people's world. Later on, the concept was repositioned by other marketers
as “mini websites.” I wish I'd coined the phrase but I didn't.

Lots of people built highly successful online businesses from the basic concept I presented in
Gimme My Money Now.

8
What I learned from this product is to give your processes NAMES. I didn't coin the phrase
“mini website.” But I more or less invented, or at least popularized, the concept in the Internet
marketing community.

Never underestimate the power of coining names for processes.

3. Push Button Letters

I created a whole category of products called “sales letter software.” Push Button Letters was
the first and sold huge thanks to the support of many affiliates.

I invented this software because I taught a 12-step formula for writing sales letters. Pretty much,
when you see anyone's 12-step formula for writing sales copy, it had it's genesis in my original
formula.

Before I published my 12-step formula, there WAS no 12-step formula for writing copy.
Everyone taught lame stuff like AIDA (attention, interest, desire, action). Or problem, agitate
solve. Now that really spells it out, doesn't it?

I found those formulas to be completely lacking. My inspiration for the 12-step formula was
Bob Serling's 16-step formula. He was the first person to truly codify a step-by-step sales letter
in my opinion.

I'm sure a few would argue. And I'd argue right back.

The reason I developed the software was to force people to follow the formula. Because I found
that people read other things I wrote on the formula but didn't follow it.

That's how the software came to be.

The lesson for you to learn is to create systems that guide people through doing what they don't
or won't do from reading alone.

4. How I found Freedom, Time and World Travel Through The Idea Business.

I wrote the sales letter for this product on the beaches of Hawaii. It flowed off the tip of my pen
like magic. I felt 100% sure it'd sell.

It flopped.

After that, I took the idea of doing 12-product surveys more seriously. I got the idea originally
from Ben Suarez. More on that in another chapter. Anyway, I poured a lot of effort into creating
this product that never sold particularly well.

9
That experience taught me the value of surveys.

5. The Amazing Formula That Sells Products Like Crazy

This teaches you many fundamentals of marketing online. It's big picture and not highly
detailed.

What you can learn from this is to write out all your bullet points in your sales letter FIRST and
create your info product based on those.

Amazing Formula put credibility upfront in the sales letter really strong. I learned that technique
from Bob Serling.

6. Digital Product Creation System

This was a set of videos we created for our own use in-house and decided to sell. We were
creating videos for outsourcing probably two years before anyone else even talked about it.

This product didn't sell great because I never had the right pricing or angle on marketing. And
the whole Elance concept hadn't caught on yet.

The thing to learn from this is that timing and the angle of the sales letter are all important.

7. The Big Course

This was a collection of my digitally delivered ebooks I sold for $500 as a back end to The
Amazing Formula. I got $500 for digital delivery when no one thought you could.

The lesson to learn is sometimes it pays to go against popular wisdom. A lot of people have
problems with this since we're tribal creatures and going against the tribe sets off primal buttons
of danger or warning in our brains.

8. Cash Like Clockwork System

This was the predecessor to The Big Course. I went to digital delivery because I had a merchant
account and our chargebacks started to creep up.

I still don't have an explanation for it. But I know that professional fraud teams attacked us
almost daily with fraudulent orders. I call them professional because they continually learned
how we screened out their orders and changed their procedures.

10
For example, at first, all the fraudulent orders came through in all caps. We started screening out
those orders and they started submitting them in caps and lower case. But they used bad phone
numbers. We started checking all phone numbers and they started using voice mail.

We started doing IP checks and other methods. They kept learning our methods and defeating
them. I'm not sure who or what was behind this avalanche of fraud.

Eventually, I had to go to physically delivered products. But when Paypal came along, I was
able to return to digital delivery. The fraud screening on Paypal is absolutely amazing.

Here's a GREAT little trick I used to sell a lot.

I sent people a 50% discount coupon, making the System ½ off for the first 30 days after they
bought Amazing Formula. I actually stuck to this discount.

We sold a lot of product using that system. Later, it got off track because I had so many products
that all sold in different volumes.

9. Unified Field Marketing Discovery

The sales letter for this burst into my mind in a moment of inspiration. But not a lot of people
ever understood what the discovery was or how it'd help them. Not my best idea.

What you can learn from this is they won't all be winners. Do surveys. And make sure the
benefit of the product is crystal clear.

10. How I Got 1 Out Of Every 102 People Who Surf The Internet With An English
Browser to Visit One Of My Web Sites

This product documented our traffic and explained how we got all of it.

I sold it for a cheap price. But I wouldn't do that again. Affiliates didn't seem that keen on
promoting a product with a low commission. It can be done. But it didn't work well for me.

This product would STILL sell gangbusters if I threw it up on Google ppc. The content is
evergreen. To me, the main lesson for you here is you can create products by documenting
things you've done or accomplished.

And if you sell through affiliates, be mindful of commissions when you price your products.

11. Action Grid System

11
I decided I needed a new big ticket back end. I created the Action Grid. The good news is it sold
great. The bad news is I never got the consistent, ongoing sales I envisioned. The lesson to learn
here is to spend time figuring out how you're going to integrate a big ticket product into your
funnel for consistent, ongoing sales.

This product took six months or something like that to develop. Lisa was my designer at the
time. And this product about drove her crazy. It was very ambitious. After this, I've not done a
good job of creating big ticket products. It really comes down to a manpower issue. It takes a
lot of skill and personal motivation for an employee or contractor to put together a big ticket
product.

12. Direct Mail Bux System

Another attempt at a big ticket back end that sold pretty well. But I never did an effective job of
integrating it into our other sales processes.

13. Push Button Surveys

I created a series of software products for recurring billing purposes. I've had a hard time selling
software on recurring billing. From what I see, your software needs to be pretty complex to sell.

I may re-launch this with a different price structure. Think twice before you try to sell software
on recurring billing. You CAN do it but a strong demand has to be there. It's not an easy sell.

14. Push Button Emails

This is another software product I launched on the recurring billing idea. Again, I found it to be
a tough sell. The other lesson here is I don't think the angle on this product was as strong as it
could be. When you create a product, you need a really strong angle to hang your hat on.

15. Marketing Dashboard

This is another blockbuster concept I innovated. I now have a whole line of Dashboard products.

One of the twists in Marketing Dashboard for resellers was I rolled in free trials of 7 recurring
billing products with the objective of giving my resellers strong recurring billing income. The
plan did OK but I can't say the recurring billing part was great.

The good news is the Marketing Dashboard sold gangbusters by our standards. And still
continues to sell to this day.

16. Design Dashboard

12
This product was another big hit thanks to the promotion of Mike Filsaime, who has an
amazingly responsive list. The product had GREAT positioning. It still sells well.

17. Product Dashboard

My Dashboard to help people create their own info products. This sold well and had an
enthusiastic following. I need to find a better way to plug it into a follow up system that goes to
all new customers.

18. Affiliate Dashboard

Designed to document all the processes we use to promote my affiliate program. Just an OK
selling product because most people don't have a product to create an affiliate program for. And
for some reason, people “get” the idea of being top 10 in Google under a keyword.

But, for the most part, I don't think they “get” the idea of the affiliate program. It seems a lot
more abstract and perhaps unreal.

19. Promo Dashboard

This could be the last in my Dashboard line for awhile. It's a grueling process to create these.
Well, it's hard for staff to do. It's not that hard for me. I just don't really don't the nitty gritty part
of the business.

Because of this, I'll likely change the nature of products we're producing in the future.

20. Vblog Secrets

I had an employee named Matt who had talents in audio and video. We did this product for his
benefit and for ours. It did OK but hit the whole video trend a bit too early. What you can learn
from this is that timing is everything. And if you do cutting edge products, you won't always hit
the trend spot on. It's easy to be early or late.

21. Push Button Channel

Another software based product with a mediocre reception. The only software I've had that's a
huge hit is Push Button Letters. I hit that one dead on and created a whole new category of
products.

One of the problems with this product is I never created a sales letter for it. When you're new in
the business writing sales letters jump starts your adrenalin. Ten or 15 years later, you're
thinking, “Geez, I really need to outsource this!” I used to have Lisa trained to write sales
letters. My current team works less hours and really just doesn't have the time.

13
22. Milcers

This was a recurring billing site and newsletter that stood for Marlon's Internet Lifestyle Club. It
found decent success as a recurring billing product. Eventually I phased it out and created the
Ateam.

The main issue was people had problems pronouncing the name. Hint: Name your products
with a title people can say correctly!

Like my experiences with recurring billing software, I've found that selling a membership site is
a continual effort. You really need to develop air tight systems for it and have a strong front-end
lead flow.

23. Automation Secrets

This ebook sold pretty well over the years. It explained how to automated different aspects of an
info product business. I need to update it and revive it someday.

24. The Ateam

This is my new membership/recurring billing product. I'm doing conference calls because I don't
like writing a monthly newsletter.

25. How to Resell

I created a little $20 ebook for the purpose of teaching promo methods to affiliates. It also
served as a recruiting tool. The thing you can learn here is that the best way to recruit affiliates is
to SELL an ebook that teaches affiliates how to sell affiliate products.

Intro
The Formula

14
Prepare yourself for something DIFFERENT.

I don't know if you're brand new or you've kicked around awhile. But either way, I'm going to
open your eyes to a whole new way of doing business. This will NOT be the same old
information you've seen or read elsewhere.

I hate theory.

I hate buying an ebook or info product that purports to teach me how someone made a million
dollars using pay-per-click advertising or whatever the method is. Then you get the product and
it never illustrates from the person's business.

It's just theory.

I've probably been guilty of that in the past. But not in this ebook. I'm going to open my
business up and show you how I generate $150,000 per ebook and how to create Supersized
Bonus Jackpot Paydays on demand.

This is a simple business.

We call it direct response marketing because we track the results of what we do.

There are two basic secrets to how you make money in this business.

1. You create innovative products

2. You advertise them heavily

To express that as a formula, it'd go like this:

Innovative Products x Heavy Advertising = Profits

But the theoretical basis for the Ockham Razor System contains only two big secrets. Now, that
may not sound like much. But there's actually strong research backing it up.

Before I get to the hard research, I realize you may be saying, “I don't know how to come up
with new products,” or “Can I use affiliate or PLR products?” or “I don't have money to
advertise.” I'll answer all those as I go along.

Now, first the research.

Harvard Business School published a research paper by John Blasbert and Vijay Vishwanath
called Making Cool Brands Hot.

15
In this paper, they summarized research on 524 brands in the consumer product categories
between 1997 and 2001. They found 90 companies that outperformed all the others by annual
revenue growth rates of at least 10% more, triple that of the other businesses!

You'll read some books that say the most important factor in profits is having a dominant
position in your industry. You'll read others that say it's being in a hot industry. You'll find a ton
of theories.

But here's what this research study found:

-- The size of company didn't matter.

-- How exciting or boring the industry or business was didn't matter
-- How fast growing the industry is didn't matter
-- Whether or not the brand was new or mature didn't matter

None of those things mattered.

What they DID find was that the winning companies spent more on advertising. And they came
out with innovative products!

Go figure.

For example, during the 5 years of the study, one company boomed from $8 million to $41
million by launching a large series of innovative products then advertising them heavily.

I know that in my own business, I had a period where I released a lot of products that all sold just
OK. And the reason was the products weren't innovative. And our advertising lacked punch.
Our best years have been the times when we innovated the best and promoted the hardest.

Part of advertising heavily is having a really strong, powerful sales message. I'm going to often
use the word PROMOTE in place of the word advertise. The reason is that advertise implies
spending money. I realize that you probably can't afford to spend a lot on advertising and you
sure can't afford to spend money that doesn't make you money.

The word “promote” means using free and paid methods to get people to buy your product.

Now, you're probably thinking:

1. Do YOU have to launch that many products?

2. What the heck does it mean to innovate?
3. How do you advertise heavily if you don't have a budget?

16
Those are just a few of the questions I'll answer as we go along.
For now, know that the way you generate consistent profits is by innovating and advertising or
promoting heavily.

I'll show you what that means and how to do it as we go along.

To sum up, the Ockham Razor System has 16 parts. But there are only two basic steps that are
based on scientific research. Those steps are to innovate new products and advertise them
heavily.

A lot of people come out with theories and formulas. But they have no research to back them up.
Know that the Ockham Razor System rests SOLIDLY on research published in the Harvard
Business Journal. This is a rock solid system you can rely on.

The thing is, to pull off the promotion part, you need the 16-part System. And if you omit any of
the 16 parts, you'll muck with the System.

But the HEART of Ockham's Razor says you need TWO things to make money. You need
innovative products and heavy promotion. Now, most people don't know HOW to innovate
products. It's not that it's hard.

It's just different.

So I'm going to show you HOW you do it. I doubt anyone has ever explained to you the
importance ot innovation, how to avoid the pitfalls, and how to do it right. Because if this is the
only chapter you read, you'll do it WRONG.

There are lots of ways to muck it up and only a few ways to do it right. Once you learn the right
way, I think you'll find it's simple and even fun.

The beauty of this is you can sort through all that b.s. you receive in your email box every day
promising the next silver bullet. And you can realize that you gotta do two things really well.
You gotta have innovative products and promote 'em hard.

That doesn't mean it's HARD to do. It means you need systems in place to do it. So don't worry
or fret. I'm going to lay things out for you, so you'll know what to do.

The good news is I'm cutting through all the smoke and mirrors, through the endless barrage of
junk you get in your email box daily. And I'm cutting right down to the heart of things.

That saves you time, money, energy and effort. It keeps you from going on goose chases, which
is a good thing.

17
Let's dig in.

Intro
How I've Organized Ockham's
Razor and What's To Follow

In my Dashboard products I do everything in extreme step-by-step detail.

But you know, sometimes you like to just kick back and read. So that's how I'm creating this
ebook. Everything you need to know is in here. But I've written so you can read it at your pace
without being forced to go in a logical progression.

What I've done is divided Ockham's Razor into 33 core concepts. I've written a chapter on each.
Some of the chapters are long. Some are short because that's all I felt needed to be said.

I don't see a reason to write more words on something that needs to be written for you to
understand it.

Along the way, I'll talk about what to do if you don't have a lot of money for advertising, where
and how to advertise, what if you don't have products of your own and many other secrets.

I'm going to share PERSONAL STORIES of what I do and why. And how I came to do certain
things. You get a PEEK inside my business and then I explain how to apply it to yours.

I talk a lot about Info Marketing Products because a lot of my customers sell those. But
Ockham's Razor works for ANY products or SERVICES in virtually any market.

As I go along, I'll try to point out the universal applications.

In addition to showing you HOW I turn ordinary ebooks into $150,000 and how I generate
Supersized Bonus Jackpot paydays each month, I'm going to help you with the things that hold
you BACK.

-- Who to do the techie work

-- What if people subscribe to your list and don't buy?
-- Which product do you start with?
-- Should you start with an affiliate product or create your own?

18
-- Where do you get traffic and visitors from?
-- What if you've spent a lot of money and not made any?
-- How do you focus on one thing?
-- You have a lot of ideas but don't know where to start

Without delay, I present to you Ockham's Razor....

19
 Part I
Advertise Heavily

In part two, I show you how to find or create innovative

products.

But first, let’s look at what you’ll do once you have ‘em. The
following chapters reveal the art of advertising heavily.

20
 Secret I
How To “Advertise Heavily” Using
My Master Plan

I call it my “Master Plan.”

This is my Big Picture formula for starting and growing an Internet business. I always like to
start with the Big Picture.

I’m going to explain the Formula, so you can see how and where the Ockham’s Razor System fits
into the Big Picture.

If all you get out of this product is an understanding of “The Big Picture,” your money and time
spent investing in this product will be repaid in multiples.

Building a business means you build a list or a few lists. You develop your reputation. You set
the stages for a long term presence in that market. But you can make AFFILIATE sales to pay
your bills AND build that list and long-term business. You do both.

The ideal scenario is this:

Traffic ==> Squeeze ==> OTO ==> Emails ==> Blog ==> Video or podcasts

1. Traffic

At the beginning of your marketing funnel is traffic.

Now, a GREAT product creates its own momentum and traffic. I'm going to refer to these
GREAT products as Tipping Point products for a reason I'll explain later. And I'll talk about how
you create innovative products in part two.

What I want you to understand is that REASON for creating Tipping Point products is to
generate traffic and momentum in a way that a regular or average product couldn't. A
breakthrough product will generate its own promotion and advertising via affiliates.

21
To get traffic, you have to PROMOTE heavily. That can be advertising. That can be jacking up
your affiliate troops. But you can’t be timid when you have a great product. You have to
promote the daylights out of it.

This is the FRONT END of your business. And 80% of your time, attention and energy has to go
here.

2. Squeeze

You gotta get people ON your email list. So you advertise and promote like a madman and you
get people to your web site. At that point, you get them on your email list.

In this product, I’ll talk about multiple ways you do this.

3. OTO

I'm going to use the OTO terminology since it's part of Internet marketing nomenclature. Mike
Filsaime coined the term. The concept is really as old as selling itself. But Mike put his own
brilliant spin on it.

And the term has STUCK or became sticking. Which, by the way, is one characteristic of
Tipping Point ideas that we'll discuss.

The WHOLE reason for including the OTO or special one time offer is to ERASE the cost of
buying advertising. I'm going to talk about spending money to get traffic. There are free ways to
get traffic and I'll talk about those too.

But if you think about it, if you buy advertising but recoup your money IMMEDIATELY, did that
advertising really COST you anything? And if all your advertising was FREE, how much of it
would you want to do?

I realize that as you read this, if you're new to this Game, you're gonna say, “Marlon, I don't
HAVE the money to advertise with! I'm here to MAKE money, not spend it.”

The thing I can tell you is that by adding on an offer with an upsell or two, you can erase the cost
of your ezine ad, Google or Yahoo clicks or blog advertising. A great product and offer funds its
own advertising and promotion.

That erases the cost of getting the traffic.

You can have two or three upsells or One Time Offers if you want. My friend Daegan (his
interview is in Promo Dashboard) has a $250 upsell after people request his free CD. Then if

22
they decline the $250 offer, he drops down to a $50 offer. And if they buy that, he loops back up
to the $250 offer again!

You can add in forced continuity. This means that when people buy one product, they agree to a
free trial of another product and will be billed after the trial period is over if they don't cancel.
But you need to make it VERY clear people are getting a trial and will be billed if they don't
cancel.

My friend Ben Hart does a $1 14-day trial of his membership site post squeeze and says he has
2900+ subscribers that way at $37 a month. Run this number: 2900 x $37 and see if it pays your
bills. Does it qualify as a business?

Ben has NO back end to speak of. He gives away freebie ebooks then does his $1 offer. Listen to
his interview in the bonus for Promo Dashboard.

4. Emails and Ezines

Once you get people ON your email list, you send out innovative promotions. This is how you
generate your SuperSized Bonus Paydays.

I’ll explain how you make that happen later.

When you send out your emails and ezines you get people to post them on their blogs, Facebook
and Myspace. The KEY here is that you have keywords set up as “anchor text” so you get
inbound links that give you Google juice.

And while people are re-posting your articles and ezine issues, they might as well sign up as an
affiliate and stick their reseller ID in there and make a few commissions, right?

Now you’re growing your affiliate base and amping up your traffic.

5. Blog

You take the articles or content you send to your list and post it on your blog. This will get you
rankings on the free or what's called the “organic” side of Google.

I talk about using blogs to INTERACT with your customers. You send out content and ask them
to COMMENT on your blog and you comment back. This creates intimacy with your customers
and increases conversions.

When people go to your BLOG you have a link on your menu to your products or to affiliate
products. This way, you'll make sales when people go to your blog to comment.

23
When you post on your blog, you link to articles on other people's blogs. They'll see these links
when they log into their blog. This is a great way to get affiliates.

You also interact with your customers on Facebook and Twitter. You send links to the articles
you post on your blog using Twitter. You post articles or videos on Facebook.

You ALWAYS encourage people to re-publish and re-distribute your content. This gets you
affiliates and inbound links.

6. Videos and Podcasts

You create videos or podcasts where you give content and also promote your own products or
affiliate products. You post these on your blog and alert people via email, Twitter and Facebook.
Facebook has a little area where you post what you're doing now. When you do a video or
something, you alert people there.

When you post a new video on your Facebook account, everyone in your network will see that
you posted it. This is another way to promote. But the BEST thing is to meet potential affiliates
and also make contact with your best customers.

I hope you're beginning to see how these things fit together.

Now, I want to break this down into what I call The 12 Step Master Plan.

1. In the emails you send out, you link to the article on your blog and ask people to
COMMENT on it.

In the section on “heavy advertising” I talk about all the different approaches people have to their
list. But whether you send pitches only, an ezine, articles or informal emails with lots of stories,
the ONE thing all these methods have in common is sooner or later you SELL something.

The style I advise you to have is to send some form of content regularly to your list. You could
send engaging stories ala Matt Furey. Even though he isn't “teaching,” people still get a lot of
value from reading his musings.

You could send out content-rich ezines like Agora does. You could send weird hybrids like I
send out during the week.

But I believe you need to send content so that people will continue to read your emails. You can
send a link to the article on your blog. Or, you can do what I do and send the whole article by
email and also post it on your blog. Then ask people to comment about the article on your blog.

24
These comments help your natural seo because Google sees them as “votes” that you have good
content. What’s more, when people on your list go to comment and see the rave comments from
other customers this beats your social proof drum for you in a real way.

I'm going to talk in this ebook about innovation and the Tipping Point. This applies to
everything you do. I've personally changed my business to embrace the Tipping Point. This
means that when you write articles, you talk about trends. You stay current. You push the
cutting edge a bit.

You want to look for Tipping Point ideas and write about them. Then ask people to comment on
your blog. When you hit on a really GREAT idea, your blog will light up with posts. You can
then take that topic and expand it into a product. And if that goes well, expand it into a bigger,
more expensive product.

Even if you're a newbie, you can look for Tipping Point ideas and write about them. Just
because you're new doesn't mean you can't start studying trends and looking for Tipping Point
ideas.

Another thing you can do in your articles and blog posts is INTERVIEW potential affiliates!
When you find list owners or people you think would be good JV partners, interview them for 10
minutes and post the interview on your blog.

You're only asking for 10 minutes, so you should get a large number of the interviews you
request. You're giving the person an inbound link and linking to one of their products via an
affiliate link.

Now, you've REALLY greased the reciprocity chain. You've GIVEN before you've asked.

2. You include AFFILIATE OFFERS in your articles, content and ezines you send via
email.

These are what pay the bills.

You refer to affiliate url's in articles. You include advertisements like I do. You can give away
viral PDF's that sell your own products or affiliate offers – or both.

For an example of viral PDF's, see -- http://www.bestofmarlonsanders.com for how I do this.

Every time you send out an affiliate offer, you knock off a few bills. People always say, “Marlon,
do I create and sell my OWN product or sell an affiliate product?

You do BOTH!

25
You have your cake and eat it too. Plus, when you promote those affiliate products, you grease
the reciprocation chute for your own offers.

Here is an example of how I include advertisements in the articles I send to my list:

++++++++++++++++++++++++++++++++++++++++++++++++++++++++++
ADVERTISEMENT How To Get Penny Clicks On Adwords I personally bought this product.
It's an intermediate product (NOT newbie although it's very well explained) that shows you how
to use CPM advertising on Google to snag penny clicks. I'm gonna try it and if you want penny
clicks, I recommend you give it a whirl. I spent my own money on it. Read it. And recommend
it: http://marlonsand.infiltrate.hop.clickbank.net
++++++++++++++++++++++++++++++++++++++++++++++++++++++++++

These links WILL get clicked on by your customers and responded to. By promoting
AFFILIATE products in your emails, you create reciprocity. In addition, you test the waters to
find out WHAT products your target audience wants to buy and what pitches they respond to.

Let's say you send out a link that bombs and no one buys. Now you know NOT to spend a week
or two or longer creating a product on THAT topic!

3. Your blog sucks in Google using EVERGREEN traffic methods I've talked about at
length, including RSS feeds.

The content on your blog is a Google magnet! What's more, by sending out emails to your list
that get people to COMMENT on your articles, you wave a red flag to Google. Google loves to
see COMMENTS. And when people go TO your blog to comment, what do you think happens
to your time spend on page? It goes way UP! Google loves that too.

When you post great content and other people LINK to your content, what do you think that does
to your inbound links? It raises them, right?

4. Your blog has a link to your products catalog, which are your own products or other
people's products.

When you send out emails and ask people to comment on your blog, while they're there they'll
see your catalog and get curious. You'll get sales just from people going to your blog.

5. In your blogroll, you link to people you want as JV partners.

You also BLOG about them when they comment about you in THEIR blog. This greases affiliate
partners.

26
A really awesome thing about Wordpress is that when someone else links to your blog, you see
the link on your Dashboard when you log in. And by the same token, when you link to other
blogs, they'll see YOUR link when they log in.

You can do AD SWAPS on other people's blogs and in their ezines. This gives you extra
exposure and advertising.

6. When someone mentions your name in their blog, you go comment on it and link back to
your site.

This is how you get those inbound links. Even if it's a "no follow' link, Yahoo, Ask and other
engines count them. Google then spiders those OTHER engines and you get Google love in the
end.

The cool thing about Wordpress is when someone comments on their blog and links to me, I can
SEE it. Wordpress notifies me. I can see people who links to me here:

7. You submit articles to ezine directories or, alternatively, post them on web 2.0 properties
like Squidoo and Hub Pages.

This creates links to your blog for the keywords you target.

Let's say you get 5 clicks per day per keyword. Get 100 keywords and that's 500 visitors a day.
Justin Brooke in Seo Lies explains how he puts his articles on a 30+ web 2.0 properties to make

27
sure he gets those 5-10 clicks per day per keyword. If you get 10 clicks per day x 100 keywords,
that's 1,000 visitors per day.

Here is what this looks like when you REALLY crank it up over time:

Wet Paint, Hub Pages, Blogger, Wordpress -- all those are web 2.0 properties. Everything you
see in that image. You create pages on them using your articles. And for the video sites like
Youtube and Viddler, you turn your articles into short video clips using Camtasia or Camstudio.

Over time, you build up a traffic machine as you can see.

8. You put articles into a viral ebook pdf that your affiliates can resell and brand.

Not only can you use your blog to grease your relationships with potential affiliates, you use
your content to create viral, brandable ebooks they can distribute.

Of course, when you promote other people's affiliate products in your emails, articles, blog posts
and viral ebooks, NOW you've created a reciprocity vacuum. In other words, you have a decent
chance the person will promote one of your products or send people to one of your blog posts
where they can enter your funnel.

9. You alert your list to the articles and viral pdf's via your Twitter account and Facebook.

Another great thing to do with Facebook is post your videos there. Of course, your videos
mention your own products or affiliate products and generate sales for you. Facebook also rocks
for meeting affiliates who can promote your products.

You encourage people to RE-PUBLISH your articles on their Facebook or blog. Some people
are concerned about “duplicate content.” But see the report SEO Lies for the real scoop on this.
If you're really concerned about duplicate content, you can give people articles to re-publish that
you don't put on your blog.

I have my Aweber account set up so it automatically posts to my Twitter account everytime I sent
out an email.

10. On your blog you have at LEAST 3 name capture mechanisms.

You have two banners to encourage people to subscribe to your ezine and one sidebar. This way,
when people link to your blog and send you visitors, you'll pick up subscribers. When your
articles get ranked on keywords in Google, you'll get NEW visitors. You have 3 name capture
devices on every page of your blog to grab those subscriptions.

28
11. You FOCUS on cranking up the traffic and sending out emails, content, ezine articles
and pitches to your email list.

This HAS to be your FOCUS. Eighty percent of your time and energy goes into creating your
front-end products and your traffic funnel. But the vast majority of your money is made on the
back end. However, the HARD thing in business is NOT selling back end products. It's getting a
new customer the first time.

That's why I'm putting so much into this ebook. I'm trying to create a Tipping Point product that
YOU will promote. By the way, just go to: http://www.getyourprofits.com and you can become
an affiliate.

12. You place your PPC landing pages ON your blog and link from the squeeze or landing
pages to the INDEX where all your heavy content is.

A lot of experts feel you'll increase your quality score by linking from your landing page on your
pay-per-click ads to unique content on your index page. This is what you have on your blog.

Think about how all this goes together.

You advertise and promote and get people on your list. You send content and articles to your list.
Then post the content to your blog and ask people to content. Now you're interacting with them
and also showing Google that you great content that people comment on. So now Google shows
you love for the keywords you target with your article titles.

In the meantime, you interview potential affiliates and drop this content to your list with an
affiliate link. You also link out to potential affiliates via your blogroll. You generate reciprocity
which results in affiliates sending traffic back INTO your funnel. You also take your content and
put it on web 2.0 sites and link back to your blog. Or you submit your articles to directories. And
everytime you post to your blog, you notify your Twitter list and Facebook.

Plus, you periodically take your articles and create a viral PDF out of them that you give to
affiliates and also send out to your list.

That's the Master Plan and how it all integrates and fit together.

Here are all the tools you got to pay your bills:

Twitter
Facebook
Building your list
Your own products
Affiliate offers

29
Sending out emails
Ezine publishing
RSS
Blog
Affiliate marketing
Seo from inbound links
Viral ebooks
Inbound links
Blog commenting
Clickbank

Do you SEE this?

Step one: You build your list

Step two: You send out content, ezines, articles and promos
Step three: You sell affiliate products AND your own
Step four: You post your articles and content on your blog
Step five: You amp up your blog with RSS, blog roll, commenting
Step six: You turn the content you create into viral pdfs
Step seven: You distribute viral pdfs through affiliates
Step eight: The affiliates are recruited through your blogroll and linking to their blog posts and
commenting on their blogs.
Step nine: Commenting on their blogs not only recruits them as an affiliate but gives you
inbound links

In other words: We build a list. We send content, ezines and articles to it. We use the blog to amp
things up We use the blog to get affiliates We use Twitter and Facebook to distribute content
links We use Twitter and Facebook to meet affiliates

Is the Game making sense to you?

But HOW do you AFFORD to get people ON your email list?

To START with, you have a squeeze page then sell something after the Squeeze. At least one
thing to erase the cost of getting the customer.

Now, to FOCUS all the above to the context of THIS product. You bought this because you want
to sees how I generate 3 or 4 Supersized Bonus Paydays per month.

The way I do that is by sending special promotions to my list each month. These offer a bonus
for buying a product before a deadline. These are usually stand alone promotions.

30
You pave the way for them by sending good content to your list all month long and interacting
with people on your blog, Facebook and Twitter. If ALL you do is send promotions, your list
will burn out and this won't work for you long term. The ONLY way it's evergreen is if you send
regular content to your list.

The other element is INNOVATING new products and new promotions. You can't get stuck
doing the same old thing. And you can't do the same things all the time that everyone else does.

You look for the Tipping Point and the next logical step in a chain of events. I'll talk a LOT
about this in the product.

You want to constantly be on the lookout for trends and Tipping Point concepts.

Secret II
Where To Find New Customers

How do you “advertise heavily” and why is it important?

My “Master Plan” takes care of a lot of the advertising part. But without covering all that, let’s
jump into things you can sink your teeth into right away.

I’m going to share with you the basics of advertising and promoting heavily. And talk to you
about what I’ve personally done over the years in my business.

This is NOT one of those theory ebooks where you get it and can’t connect it to what the author
talked about in the sales letter. I hate that. I want to show you that this IS what I do in my own
business.

And show you how and why it’s practical and relatively simple for you to go out and do the
same.

What I have say applies to selling ANYTHING to anyone. I don't care if you're selling affiliate
products, PLR, your own products, physically delivered products, membership sites or ice to
Eskimos.

31
The first thing you have to do is know WHERE the customers are.

Notice I said CUSTOMERS.

This is the secret. I'm going to give you steps. I'll elaborate on these later. But let me give you
the basic steps and resources right off the bat.

There's no use messing around. So let's jump right into the good stuff.

Step One: Research your target market

To start with, if you don't know who your target market is, I have a whole product to assist you
with that. It's really a product in and of itself:

http://www.pushbuttontargetmarket.com

Find out what forums your target market goes to, what blogs they read, what ezines they read.
All you do is go to Google and type in the name of your niche and blogs or ezines or forums.

You can also find forums at http://www.big-boards.com

There are lots of ezine directories. You'll find many free ones in Google.

You can find blogs at: http://www.technorati.com.

You just type your search term or niche in the box at the top or browse the blogs in the directory.
I put a box around health and fitness. Because later I'll be using “acne cure” as an example
product topic to research.

One of the things you'd do is go here and look at the blogs in health and fitness to look for
advertising possibilities. You'd also search specific terms related to acne for blogs.

Whatever your TOPIC is you think you might want to promote products in, search and see if you
can find blogs on it. See if those blogs have advertising available.

Where do the members of your target audience hang out? What do they read? If you can't find
'em, you can't TARGET 'em, so you don't have a TARGET audience by definition.

32
Rule one: You must be able to
target your market.

Rule two: You must know

WHERE your target market
hangs out, what they read, who
they listen to and what the topics
are on their minds.

Step Two: Test solo ezine ads

or top sponsorship ads to all
the ezines you can find in
your target market.

Go to Google and type in the

name of your niche and the
word “ezines.” That should
bring them up. Also, when you
read BLOGS in your target
market and participate in
FORUMS, you'll find the ezines
everyone reads.

You can also use this directory: http://directoryofezines.com/

You'll also find a number of FREE ezine directories if you just search Google for “ezine
directory.”

When you find those ezines, you want to run ads in them. You'll run two types of ads.

Ad one: An ad offering your free audio, podcast, video, webinar, teleseminar or free report on a
smoking hot topic your research has told you your target audience will respond to.

When you do your research, you're going to look at the threads or posts in the online forums that
have the most views and responses. These are your hot topics. I talk about this more in another
chapter. But that gives you the hot topics for your freebie.

Then you just run a HEADLINE for the freebie with bullet points and a link that goes to your
squeeze page. If this is a NOVEL idea to you, subscribe to more email lists and ezines! Pretty
soon, you'll have seen this technique 4,000 times and will know how to do it well just by doing
what you see other successful marketers do.

I have a whole chapter later on that shows you how to write bullet points.

33
The other type of ad has the headline of your ad and basically your lead or opening to hook the
reader. It then links to your sales letter. So you want to test going for the opt-in to your email list
(getting people to put in their name and email to subscribe to your list) vs. going for the sale
directly. You want to see which works best for you.

One of the things you'll find in marketing is that out of 10 things, only 1 or 2 will work well.
Maybe 3 or 4 will be mediocre.

Out of 10 ezines, you should find one that works for you. Out of 10 emails you write and test, 1
should work really well and 3 or 4 mediocre. Out of 10 landing pages, 1 will work really well.
Out of 10 titles for your free report, 1 will work really well.

For you ADVANCED marketers, test the Video Professor model where you offer a free CD but
then charge a few bucks for shipping. You've no doubt seen the late-night infomercials for the
Video Professor.

If not, check out my friend Daegan's web site at: http://www.recruitlikecrazy.com/freecd

This is what he does.

Your OBJECTIVE is to find the ezines that give you CUSTOMERS. Not just ezines that target
your market. You want to find out if you can run ads there and get new customers. Your goal is
to end up with a shortlist of ezines that give you subscribers and buyers.

Think about what I just told you before you post on my blog or someone else's blog that you
“tried ezine advertising” and it didn't work for you. What did I tell you? You have to run 10 ads
to find 1 that works really well. And you have to test 10 ads to find one that works really well.
And you have to test 10 report titles to find one that works really well.

That's a lot of EXPERIMENTATION to start with. And that's what you're doing when you first
start your business. You're creating a SALE PROCESS for getting new customers into your
marketing funnel so you can extract lifetime value, a concept I'll explain later.

But the HARDEST thing you do in business is FIND new customers.

That's why a lot of people have trouble focusing. It's EASY to focus on everything OTHER than
getting new customers. Because the HARD part IS getting new customers.

And we tend to NOT like the hard part.

The FACT is most things you test WON'T work. Most ads WON'T work. But the few that do
will be your cash cows.

34
SECRET: How to get free ads on ezines and blogs

You may be thinking, “Marlon, where am I going to get the money for the ezine ads?” And that's
a good question. If you write a report, create a webinar or a podcast that has value, you can try to
barter it for a free ad.

Once you have a list you send an ezine to, you can SWAP ads.

Step Three: Test ads on blogs and assemble your shortlist

You'll notice that many blogs have small ads on the right-hand side. Get little ads created that
offer your freebie and run them on blogs. You can see sample ads on this highly popular site
about blogging: http://www.problogger.net.

You'll notice the link at the bottom where you can click to run an ad.

The ads you see there are 125 x 125 pixels in size. This is a common size for blog ads.

You'll want to come up with a shortlist of BLOGS that work. A list of blogs that bring you
subscribers who actually BUY from you.

One of the “sticking point” complaints I heard is I have subscribers but they aren't buying. This
is why you TRACK SALES from your different sources using one of the tracking tools I talk
about later.

35
NOT all sources will convert to sales.

You TRY different blogs, different ezines, different keywords in Google, and you TRACK to see
which produce sales. Not all will. You can get opt ins and no sales from a source.

When you're starting your business, you JOB and the really hard work of business is to test and
try a lot of sources of new customers, track and find out what works.

SECRET SHORTCUT that can save you a fortune.

Earlier I gave you rules one and two.

Step Four: Run your ADS where you see your

competitors running ads.

If they have ads on blogs, you get your ads there. If they
have ads on certain web sites, you get your ads on those web
sites. If they run their ads over an extended period of time on
keywords in Google, you test your ads there also.

In the meantime, subscribe to their list using the Swipe File

method I give you later to learn their back end. Because they
could be losing money on the initial sale. You have to study
their back end also.

But here's what you want.

You want an ad offering a freebie. And you want to test

different sizes of ads, different graphic design, different titles
on your freebie.

Carlos Garcia tells how that when he tests a new traffic

source using a banner, he often finds only ONE IAB banner size will be profitable. That boggles
my mind. But it's true.

IAB stands for Internet Advertising Bureau and they set the standard banner ad sizes.

You'll find plenty of people who can create banners by searching “banner ad design” on Google.

Here are common sizes. Have your banners made up in all these sizes and test them:

* 250 x 250 Square

36
 * 200 x 200 Small Square
* 468 x 60 Banner
* 728 x 90 Leaderboard
* 300 x 250 Medium Rectangle
* 336 x 280 Large Rectangle
* 120 x 600 Skyscraper
* 160 x 600 Wide Skyscraper

http://www.extremewebgraphix.com/portfolio.htm

We've used 20dollarbanners.com and webpencil.com with good results. Daegan likes using
99designs.com. And, of course, Design Guru Ryan.

But really, there's no lack of banner ad designers. You can find many on Elance.com also.

When you're surfing web sites, right click on banners and save them to your hard drive in a
“swipe file.” Every time I see a banner that GRABS my attention, I save it to my hard drive.
You can look at my banners to get an idea of what you should create:

http://www.bestofmarlonsanders.com/affiliates/

Or just my general affiliate site:

http://www.getyourprofits.com

You can sign up there, by the way, if you'd like to promote the product you're reading now.
Which I truly hope you will.

Step Four: Run your banner ad in forums that target your market

By reading blogs, searching Google and poking around, you'll find forums in your target market.
Usually, if you just type in the name of your niche in Google along with the word “forums”
you'll get a nice list.

Step Five: Ask yourself “What would be the IDEAL report to offer these folks that would
make them climb over broken glass to get?”

As you're reading forums and blogs, keep asking yourself that question.

Again, in PromoDashboard, I cover this topic in greater depth if you need more help. Here's the
rule off thumb: If you advertise your freebie in several ezines and blog ads where you see your
competitor's ads, then try a new title.

37
I'll repeat: Only 1 out of 10 titles is likely to work for you. Of course, if you study WHAT your
competitors offer to get people on THEIR list, you'll have a jump start. Now, you will NOT copy
what they're doing exactly.

I'll talk later about what you DO. But one of the things I hear is, “I ran some ads and I only got a
few subscribers and no one bought.” Realize this:

==> You gotta run your ads in different sources.

==> You gotta test different freebie titles.

Step Six: Find the keywords in Google that will deliver paying customers to you

Remember, track every traffic source. That includes keywords in Google. You set up separate
tracking links. Some keywords might deliver subscribers to you but not buyers.

You want the keywords that deliver buyers to you. On your topic, there may be hundreds or
thousands of keywords you COULD bid on. But your goal is to find ONLY the keywords that
bring you customers with a good lifetime value.

Normally, you find those keywords by looking at where you COMPETITORS are advertising,
since they've already spent time, money and energy finding these keywords. You may think
that's not fair. But what you'll find is about everybody who knows what they're doing does it to
start a new campaign.

You'll find a number of software programs that track keywords over time to see what ads STAY
there, which presumably means those ads make money. I'm sure you'll find no lack of programs
that do this. Here are two I've run across. I hesitate to give url's because you know how quickly
things change.

But there's no lack of programs in this genre. So if one or both of these url's changes, just go
pecking around in Google.

Affiliate Espionage

http://www.ppcbully.com/

Other tools are:

http://www.spyfu.com – this will find at least some of the keywords your competitors are
advertising on.

38
http://www.keywordspy.com – a very comprehensive tool that will hunt down a ton of keywords
your competitors are using. There's a FREE trial you can use that tells you quite a bit of
information.

Here's a picture of what Keyword Spy does for you. I typed in the domain of my friend Yanik
Silver. I an SWIPE all 252 of his tested, proven keywords in a heartbeat, if I wanted. This is
how most pros set up new campaigns. They find a tested campaign and START with those
keywords. Then they build on it.

Step Seven: Create videos and upload them to the video sharing sites

You need to find out if this is a source of viable customers for you. One of my friends gets 200+
opt ins a day from his Youtube videos.

What you do is create screen capture videos using Camtasia or the free Camstudio software. You
upload your videos using TubeMogul.com or Traffic Guyser. There ARE people who make this
work for them.

39
When you submit your video using Tube Mogul, it gives you really awesome stats on your video
submissions like this:

Let me give you a very SIMPLE strategy that is FREE and WILL get you traffic.

If you've said, “I can't get traffic because I don't have money” then THIS is what you do:

Create videos about all the important products in your market, the keywords people search for
the most and the people who are most famous in your target audience.

Create a 1-5 videos per day and upload them with Tube Mogul.

40
You can create real video or do Camtasia videos.

Be cautious about using trademarked terms. That could get you in hot water. And don't say
negative things about people or products.

As an example, let's take a popular product like Jeff Walker's Product Launch Formula. I'd
create a video talking about my experience with the product, what one of my friends said about it
or a few of my thoughts about product launches.

I'd use the keyword phrase “Product Launch Formula” in the title and upload using Tube Mogul.
There are plenty of ebooks on how to market using Youtube videos. So I won't cover those
topics here.

But this is the basic strategy. On the video, you want to show people your blog where they can
subscribe to get FREE articles and your free ezine. And possibly your free ebook, report or
whatever you have.

When you write articles, you can turn those articles into Power Point slides and do little screen
capture videos on them and upload using Tube Mogul. This is a FREE way to start getting
subscribers.

Do your research. Study POPULAR videos. Study how others use videos to get people to
subscribe to their email list. Study how to get your videos to rank well in Google.

The single most important part of the videos is how they get ranked in Google. Youtube gives
you copy and paste code you can use to embed the video in your Facebook and Myspace site as
well as blogs.

The reason you WANT to do

this is so people will
COMMENT on your video.
That'll increase your chances of
it ranking well. Once you have
your list, send the link to your
video to your list and ask people
to comment on it and rank it.

On Facebook:

a. Go to Profile
b. Click the video tab
c. Click “add new video.

41
d. Click browse and upload your videoYour goal is to get COMMENTS on your video. Google
loves to see comments.

Step Eight: If you're on a skinny rabbit budget, try videos, article marketing and forum
posting.

Yesterday, I had a conversation with my friend Daegan Smith. His interview is in Promo
Dashboard if you haven't heard it.

Daegan teaches newbies to get traffic by writing articles, doing videos and submitting them and
then posting on forums with a sig line that offers a freebie.

Writing articles is a slow burner. It takes time to get Google rank. But some of the articles will
stick in Google and bring you visitors for years to come if you do it correctly.

It won't make you fast cash. But it does work. There IS a web site devoted to the concept with a
free course called Bum Marketing. Some people do well with article marketing. It isn't super
fast. It isn't overnight. But you can get traffic to your web site that way and find buyers.

The first thing you have to find is WHERE are the CUSTOMERS. Not the curiosity seekers.
NOT the non-buyers. NOT the people who are broke.

The single hardest thing in business is to find new customers and develop systems for doing so.
This is why you have problems FOCUSING on doing it.

Why?

Because it's the hardest nut to crack in business.

I can't tell you how well Michael Masterson articulates that point in his book Ready, Fire, Aim.
I'll mention it enough times in this product you'll think I'm a cheap shill. I'm not. It's just that he
has a beautiful way of stating these truths to really drive them home.

Here's what is CRITICAL that you understand: The FIRST thing you have to do in business is
the HARDEST thing – get your first sale.

In fact, Masterson says that up to a million dollars, you need to spend 80% of your time on
getting new customers. I couldn't agree more.

If you've been wondering why you tried some things and they didn't work and it seemed not so
easy to you, NOW you get it. Now you understand why.

The single hardest thing you do in business is solve this first NUT!

42
I want to repeat this: You're going to test MANY ezines, MANY blogs, MANY free report titles.
You're going to START with all the places you see your competitors. Because if your ad doesn't
work there, it probably won't work anywhere.

But once you get an ad that's working for you, you'll start hunting down other places to advertise.

The KEY to this step is TRACKING. You'll find that many ezines will NOT work for you. But a
few will. Some will. Many blogs won't work that well for you. A few will.

The good news is that when you find the ones that DO work, you keep using them over and over
and over. It takes a lot of effort and energy to get a ball rolling. But a body in motion tends to
stay in motion. That means once you get the ball rolling, life gets a LOT easier.

Secret III
How To Get 100 Visitors A Day From
Forums

To start with, you wanna see some visitors and traffic, right?

If you’re a newbie or you’re on a skinny rabbit budget, here is what you do:

a. Hunt down EVERY relevant forum in your target market.

Later on, I'll give you a secret code you can put in Google to find those forums.

For now, you can use Big-Boards.com or just hunt and peck in Google until you find forums in
your target market.

b. Create an enticing SIG LINE that offers your freebie.

Here is what the place you do that in normally looks like:

Now, every time you post in the forum, the text you type in the box will appear at the end of your
post. This is called a “signature” or a sig line. Most forums allow you to have one.

43
The KEY is to offer the most enticing free offer you can for joining your email list. It could be a
free report, video or podcast. It could be an ebook or report you wrote or got private label rights
to.

Look at the threads or posts with the

MOST VIEWS to find the hot topics
in that forum. Then whip up a screen
capture video, podcast, article or
report on the topic. You can post
that on a squeeze page or put it on a
blog that has on opt-in box on it.

c. Post 3X per day in up to 10

forums. If you post 3 times per day
in 10 forums, that will often give
you 100 visitors per day.

d. Use COMMENT SNIPER as your secret weapon.

What Comment Sniper does is monitor the forums you want to post in. You punch in keywords
and it'll text your cell phone or email you when someone posts on that topic!

That way, you can have the FIRST response to the post. This is the way you rack up big views on
your sig line if that post becomes a super hot topic.

Comment Sniper is free. And if you think about it, this is the FREEBIE Duncan is using to build
HIS list. So he's doing exactly what I'm talking about here.

e. Consider hiring a service to do this for you if you want to scale up.

At a certain level, you can’t do everything yourself. Here’s a service that comes recommended
by Tim Godfrey in Profit Praxis. They’ll post in forums for you. And Tim says they do it
intelligently, which is important.

You don’t want someone going in and spamming forums with noise and junk. Forums are social
communities. Do unto others as you’d have them do unto you.

http://kickstartyourforums.com/main/

44
 Secret IV
The Tracking Link Secret That Tells
You Where People Buy From

Now you've found out WHERE your customers are hanging out. But you still don't know
WHAT to sell them. What they're buying.

When you find this out, you can use the methods in Part Two to INNOVATE a new product for
‘em. But if you don’t yet know what they’ll buy and respond to, you aren’t ready to create your
own product yet.

Law one: Before you create your own product, find out what people on your list will spend
money on.

There's NO reason to feel like you're in the dark about WHAT people will buy or HOW to get
'em to buy it. Every day your customers are buying things. All you have to do is look, find and
test.

Look around. See what you think they're buying. Test out a broadcast email to your list or load
the product up as a message in your autoresponder.

The ADVANTAGE of selling affiliate products is you can load up 10 emails for 10 different
affiliate products in your autoresponder and let it rip!

Of course, you can also do this if you're selling your own product. Just load up emails for
affiliate products also. This lets you compare the CONVERSION of affiliate products to YOUR
products.

One of the “sticking points” people have told me they have is they get people on their list but
they don't buy.

Here's how you find out if the problem is your LIST or the product.

You go to affiliate programs and grab their proven emails. Now you're selling products you know
sell using proven promotions. That narrows the problem down to your list.

45
You find products to sell at Clickbank.com and CommissionJunction.com. Those are two of the
main sources. You an also go to AssociatePrograms.com and type your topic in their directory.

What's more, when you're reading the forums in your industry, the blogs and the ezines, you'll
see certain products promoted over and over. You know those products sell.

Now you can look at the configuration of the products that sell. Are they ebooks? Membership
sites? Video courses? Teleseminars? Webinars?

Once you find how to reach CUSTOMERS, you have to know what to SELL them. That is,
what do they want to buy? And the best way to find that out is to look at what they're already
buying.

The steps are to get people ON your email list and track the SOURCE they came from using the
Meta Ad Tracking variable.. Then send out emails for different affiliate products and see what
sells.

If you're tracking the SOURCE for every one of your subscriptions on your list, you'll be able to
track sales back to where the name came from.

Let me explain what this means.

When you get the code from Aweber, Getresponse, 1Shoppingcart or Automateyourwebsite.com
to set up your opt-in form, there’s a field that allows you to track the SOURCE of the subscriber.

Not many people KNOW about this field. Even less USE it.

Here is a screen shot of the code that Aweber gives you. Other services have similar code or it
can be easily set up:

If you’re a newbie, then don’t worry about this. When you set up your first autoresponder form,
you’ll find out what I’m referring to.

46
You see that the field name is “meta_adtracking. And the value is “newamazing.” I used
“newamazing” to track subscribers from my AmazingFormula.com web site. You type a name in
the value field that lets you track WHERE the subscribers came from.

Then, in Aweber or whatever autoresponder you use, you can insert the “meta_adtracking” value
(also called a variable) into your tracking link, so that if people buy, you know WHERE they
came from.

Let’s say I’m promoting a Clickbank product. I go to Clickbank to grab my affiliate link and it
lets me type in a tracking code.

http://marlonsand.annihilate.hop.clickbank.net/?tid={!ad_tracking}

Here is what the field looks like in Aweber:

I just click the “ad tracking” variable and whatever value is attached to the name will be inserted.

This variable {!ad_tracking} is a CONTAINER that will hold whatever VALUE is put into it and
then pass those contents on to Clickbank.

When I write the email in my autoresponder program, I INSERT the ad tracking value AFTER
the TID= sign. TID stands for “tracking ID.” So this lets us track back sales to the original
source because the TID passes through to Clickbank and appears in our stats.

Otherwise, I have a bunch of sales of an affiliate product but am NOT able to track back those
sales to the original SOURCE of the names.

When you check your stats in Clickbank you’ll see the tracking ID in the TID column:

47
You can do the same thing with other affiliate programs. For example, Commission Junction
uses a SID tracking ID.

The BIG idea here is to create tracking codes that go into your autoresponder and then merge
into your outgoing emails. That way, you can determine WHICH sources of customers buy and
how much they buy.

Each source of customers has a different buying frequency and a different lifetime value. By the
way, see those sales above? Those were created just by sending an email to my list. And those
are only Clickbank products.

When I send emails to my list, I also get sales of my own products.

As you email these offers, you'll find out what PRICES work best with your target market.

That gives you crucial information. When you go to create your own product, you'll know what
price point to use.

SHORTCUT: Here's a bit of a shortcut. The Clickbank Marketplace lists products by gravity.
That tells you what products in that category are selling the best.

But you STILL don't know which SOURCES of subscribers will buy that particular product.

48
You can literally load up emails for the top 10 or 20 products in Clickbank in your category in
your autoresponder. And then do the same Commission Junction or other affiliate products. As
those emails go out every 2 or 3 days, you'll quickly find out what sells and what doesn't.

This is JOB ONE in marketing: Finding out where your customers are going to come from, what
they'll buy and at what price point.

How I Got All My Traffic

The vast majority of my traffic has come over the years from my affiliate program. I created a
product at 1in102.com that explains and documents how I got the traffic.

And I have a whole, complete Dashboard that teaches how I run my affiliate program from A to
Z.

But I'm now expanding into pay-per-click marketing. And after I master that, we'll go into banner
advertising. You have to keep growing in this business. Once you're successful, every six
months, add a new “channel” or source of traffic.

49
Here's what my SQUEEZE page looks like for my free ebook I'm going to give away using ppc
ads:

I think I paid $500 or so to have that page designed by a freelancer. Don't quote me on the price.
I don't remember exactly. Danny (my designer on staff) changed it to fit the way I wanted it.
We filmed the video with a black background cloth from tubetape.com to make editing it easy.

If you want to do video, vblogsecrets.com has a bunch of great info.

Secret V
How To Erase The Costs Of
Advertising So You Can Promote
Heavily

The message of Ockham’s Razor is to FOCUS on a simple solution. Simple is best.

And that solution is to find or create innovative, Tipping Point products then advertise and
promote them heavily. Keep the FOCUS on the front-end of your business, on the lead
generation, even though all your money is made on the back end.

The message of Ockham’s Razor is to innovate and pour on the advertising and promotion. Keep
the focus and pressure on getting new customers. Never let that become number two. It’s job
one.

This means that in the FIRST 2 or 3 hours of every day, you should be spending a chunk of that
time just working on getting new customers. That could be via buying ads in ezines or blogs. Or
writing a new “front-end” product or promotion.

I’ll repeat that.

One of the FIRST things every morning, if not the first thing, is to take action to increase your
ability to get new customers.

Prioritize the actions that result in getting new customers.

Let me ask you a question:

50
What did you do THIS MORNING that will help you get more customers? What will you do
next week or next month? Do you know? Do you have it planned out?

It IS the single most important part of your business. So plan it out. You have TWO things to
think about: How am I going to innovate new products and how am I going to promote them
heavily and bring in new customers.

That’s what you have to think about every morning of every day for as long as you’re in
business. This is the message of Ockham’s Razor. It’s the SIMPLE actions that cut through the
fog and get you UNSTUCK.

Do you see how CLEAR this thinking is? Now you know what your priorities are.

And before you invest months of time, effort and energy on elaborate business building strategies
first find out who your customers are, where they hang out and what they want to buy.

To do that, you need to promote and advertise heavily and aggressively.

The PERFECT example of this is my friend Daegan. I interviewed him for Promo Dashboard.
His interview is on the bonus tab.

But Daegan runs Google pay-per-click ads, he buys text links, he buys banners on web sites. He
really spends a LOT of his time and focus getting traffic.

The problem is, how are you going to AFFORD that advertising if you’re on a skinny rabbit
budget? That’s the gordian knot, isn’t it?

Let’s cut that knot right now and unleash your ability to advertise and promote.

How much could you afford to spend on advertising if you IMMEDIATELY broke even or made
a profit? Would there be a limit to your budget? I’m talking about the ability to ERASE the cost
of advertising.

The thank you for subscribing page makes that happen. It unlocks the door to instant
gratification.

Why?

Because when people hit that thank you page after subscribing, you can turn those hits into
immediate sales. And if you add one or two upsells (a topic I'll explain later), you can totally
ERASE the cost of advertising.

51
How would you like to erase the cost to advertise new customers?

This is one of the things you want to create a swipe file on. Do you use this real estate, this page,
to get people to CONFIRM their email subscription? Or do you use it to SELL a product?

When people subscribe to your email list, the next page they go to is the “thank you for
subscribing page.” Everyone who subscribes will see this page. You can use it to get people to
confirm their subscription, to sell a product or both.

My advice is to use it to sell a product.

Thank you page method one: Include the sales letter for a private label rights product.

There's nothing wrong with selling plr or private label rights products when you're starting out.
Get a new ecover created. Maybe even add additional content to the product or your own
introduction.

But most plr products come with a sales letter. Sometimes a mediocre letter. But it's a place to
start. As you learn to write sales copy, you can split test and improve on it.

Thank you page method two: Write and endorsement for an affiliate product you believe
in.

If you find a product you believe in with an affiliate program, write an endorsement letter for it
and put it on the thank you page. Several times in the letter, link to your affiliate URL.

Thank you page method three: Make a “One Time Offer” on your own product

If you have a product of your own, make a one-time offer on it. That would be a special price
that is only good on that page. You've no doubt seen one time offers before. You can get scripts
for one time offers at dynamicdrive.com.

Thank you page method four: Give away a FREE CD but charge shipping

This is called the “Video Professor” model because of these infomercials that the video professor
runs in the U.S. They give away a free CD if you pay a small fee for shipping and handling. My
friend Daegan does this at recruitlikecrazy.com.

I know you'll want to see HOW to do this. Go look at Daegan's site. He has this down to a
science.

52
The SECRET is that after they order the free CD, on the NEXT page, you make a One Time
Offer. If you don't have your OWN product, this can be for a PLR product. You'll find tons of
private label rights products available on Google.

The other thing you can do is record a teleseminar with a few friends you meet. Or create screen
capture videos on a hot topic. In only a few days or even hours, you can have your own product
to sell for $37 to $47, or more.

Here is how the sequence goes:

Free offer ==> Free CD for shipping ==> OTO #1 ==> OTO #2 ==> Downsell

If people buy the first OTO, you present a second one. If they decline either OTO, you offer
something much cheaper. This is called a “downsell.”

The big SECRET of these upsells and downsells is called “the one click upsell.” That means
people don't have to re-enter their information all over again. They just click the button.

http://www.optimizeyourcart.com

If you use automateyourwebsite.com, which is my private label of 1 Shopping Cart, you can get
that script and do 1 click upsells.

Thank you page method four: Make a $1 offer

Here's an example of what Ben Hart does. After people subscribe to get his free 299-page ebook,
they go to THIS page:

http://www.marketingrocketfuel.com

Ben's offer is a continuity or recurring billing offer. In other words, you get a $1, 14-day trial.
And after that, if you don't cancel, you're automatically billed.

You should set up a separate Gmail for Ben the way I show you in the Swipe File chapter. Ben is
a master copywriter. You'll get a whole education in direct response marketing just by studying
his emails.

One of the ways he gets people on his list is by giving away his free ebook on writing sales
letters.

53
http://www.freesalesletterbook.com/

That page is a GREAT example of a

simple but effective squeeze page.
And after you opt in to his list, you'll
go to a page offering you a $1 trial of
his coaching club.

Here's a screen cap of that offer:

Another approach would be to offer a

report, video or audio for $1 on a
HOT topic. Then on the next page,
present your OTO.

But Will This Work With

Google Pay-Per-Click?

I hesitate to write about Google. Because they change the rules all the time. But here's what I
know at the time I'm writing this. You'll want to check, of course, to see if things have changed.

Google has many offerings. Let's look at each:

a. Content network

“The content network” is where Google runs your ads on other people's web sites. In other
words, they're NOT searching for your keywords. They see your ad on a web site and click.
You should be able to use the “thank you page” method with your content campaigns. The
reason is, traditionally content campaigns have had less restrictions.

b. Banner ads

Banner advertising via Google should be no problem.

c. Search

The search network is where the rub comes in.

Here's what I understand about Google's current thinking on their search network. These are the
ads that appear on the right-hand side when you search Google.

54
They want people to have a good experience searching for information. So if they search for a
topic, they want folks to be able to get INSTANT access to that information without having to
CONFIRM their email address.

So if you promise a FREE REPORT on XYZ topic, you need to make that report available
without FORCING the customer to confirm their email address. Which creates an issue.

Because if you want to make the thank you page your sales letter, how do you deliver your
freebie?

You CAN put a download link at the top in a box above the headline of your sales letter. The
drawback of that is it pulls people away from the sales letter. But it's one way to go.

What other people are doing is making the thank you page a short report delivering the info
promised in the ad. Then you link from THAT page to your offer.

Your best bet is to LOOK and SEE what other successful marketers do. You can bet that ads you
see over and over for a period of weeks ARE making money. Of course, you have to do your
research because they could be making the money on the “back end” follow up sales and not on
the initial hit.

Here's an approach with Google that might also work:

You run an ad like this:

KEYWORD
Submit Your Email for Access To Our
New Free Report! Get XYZ Secrets.
www.YourDomain.com

The customer now knows they have to input their email address to get the information. Google
might let you require a confirmation to get the report. I haven't tested this yet but it's on our list.

Of course, you don't have this issue with BANNER ads.

The cool thing about banner ads is you can send them to whatever you want. Ditto for ezine ads,
blog ads and about everything else other than Google ads.

55
 Secret VI
Eight Different Email Models To
Cash In Once You Get People On
Your List
Here's the plan I want you to follow to START promoting and advertising heavily. This works
with AFFILIATE PRODUCTS as well as your own products.

1. Create a super hot freebie

2. Offer it through ads, articles, blog ads, ezine ads, videos via Tube Mogul, your signature line
in forum posts and ppc ads.

3. Get people to your Squeeze page and offer them the freebie in exchange for their email and
subscribing to your ezine.

4. Now send an ezine or content emails 1X, 3X or 5X per week.

5. In the ezine include advertisements for affiliate products or your products.

You do NOT have to write an ezine. There are many shades and colors of email marketing. I
talk throughout this product about different methods and approaches. Here are a few of the
major models:

Model One: The Edutainment Model

Matt Furey has this down to a science. He sends out emails that entertain and offer information
related to his topic. But he NEVER teaches. If you want to learn “how to” you have to buy his
products. This is the model John Alanis at Womenapproachme.com follows also.

You'll hear me talk about both of these guys quite a bit. They're expert email marketers. Matt
and John tell a LOT of stories. They engage. They entertain. They tell you WHAT to do but not
HOW to do it.

Model Two: The Content/Pitch Model

56
Daegan Smith is on this model. He was in Matt Furey's coaching program. He tried Matt's
email approach but found that he did better giving people some content. Daegan sends morning
emails that are a hybrid. Sometimes he tells stories. Sometimes he has content. I'll mention it
more than once but here is Daegan's site:

http://www.recruitlikecrazy.com

Model Three: The Heavy Content Model

My friend Lee McIntyre sends out more free ebooks and free videos than anyone I know. He
sends one piece of outstanding content for every pitch email he sends. He has very high
readership and loyalty.

Model Four: The Multiple Author Ezine Model

Agora publishing rocks this model. They send out ezines daily or weekly with a number of
articles written by staff, freelance writers or info product publishers. They include several ads
for products of theirs or affiliate products by the authors they feature.

Their EarlyToRise.com site built up to one million in sales by using pay-per-click to get ezine
subscribers. Then in the ezines, they promoted affiliate products. After sales reached a million,
they started creating and selling their own products in the ezine.

Agora is a holding company for a large number of newsletter publishing companies under their
umbrella. ALL their companies publish ezines!

Here are a few. I mention these elsewhere. I'm repeating myself on purpose.

http://www.earlytorise.com
http://www.totalhealthbreakthroughs.com
http://www.dailyreckoning.com
http://www.investmentu.com
http://www.awaionline.com
http://www.internationalliving.com
http://www.dailywealth.com

Those are a FEW of their web sites!

The GREAT thing to learn from Agora is that after you buy something, you'll very quickly get
special offers where you can buy more right away.

Model Five: Frequent solo ezines and occasional pitches

57
This is what I do. Currently, I don't include anyone articles in my ezine other than my own
although I've thought about it. I publish it on Saturdays. During the week I put out CONTENT
emails that aren't in the ezine format. I include ads for my products in those daily emails. I also
send solo pitches and offers for products.

http://www.marlonsnews.com is my blog where I post my articles and ezines.

Model Six: Video content posted on a blog

Some people HATE WRITING! If that's you, then do little screen capture videos, post them on
your blog. And send people there from your emails.

On the top of your blog, link to PRODUCTS. This is where you list your OWN products or
affiliate products.

You'll also promote products in your videos.

Model Seven: Frequent podcasts

Another way to do this if you don't like to write is to record podcasts, post them on your blog and
sesnd out emails to get people TO the podcasts.

You do NOT have to write ezines.

You can do screen capture video.

You can do real video (meaning it's you on the video and not the computer screen).

You can do audio.

Model Eight: Email to teleseminars

Some people are really great at pitching via teleseminars. So they hold frequent teleseminars and
send out emails to get you ON teleseminars. Of course, the topics are always hot. They often
give good info on the teleseminars and then sell a big ticket product.

One guy I know has 12 of these he just rotates. He has NO product delivery because the
products are delivered by his guest speakers on the teleseminars who also pitch the products.

In other words:

-- Sell big ticket products and get big commissions

58
-- Without creating products
-- Without customer service
-- And without having to do the pitch yourself

All you have to do is GET people onto the teleseminars from your email list.

The WHOLE point of this chapter is to point out there's more than one way to do this deal. You
have room to fit your own approach in there. What's more, if you don't like to write, you have
other options like audio and video.

Secret VII
How To Get Subscribers To Your List
Using An Affiliate Program And Why
You Don't Use A Squeeze Page

In the Master Plan chapter I talked about getting people on your email list.

The usual method for doing that is a Squeeze page.

It may come as a surprise to you that I didn't build my list using a squeeze page. I'll tell you
why.

I got my traffic using my affiliate program. And the thing about THAT is some affiliates don't
like squeeze pages. I haven't done a survey recently. But in the past, that's how it was with my
affiliates.

So they would send traffic to a SALES LETTER with a popup for my freebie. And on the side
would also be a box offering my free newsletter. I got thousands of subscribers using that
method.

If the way you get traffic is via affiliates, I recommend you talk to them about their feelings
concerning squeeze pages. They might have a dislike for them. If they do, put a pop-up on your
web page offering your freebie.

If you build your list with any OTHER method than affiliate programs, I'd recommend you try
the squeeze page vs. offering a free CD for shipping vs. a $1 offer.

Or, if that's too complicated and you just need to get going, do the freebie squeeze page.

59
For awhile, people were cleaning up on Google PPC offering the free CD for shipping. But then
last I heard Google decided they don't like long sales letters. People started going to an opt-in
(squeeze) page. Then Google decided they didn't like those and wanted content on the site.

The current vogue is to put content on the index page and link to it from the Squeeze page. The
thing about pay-per-click is Google keeps changing the rules. If you want to play that game, be
prepared to keep up.

It's part of the rules of the game. The good news is it filters out they lazy competition.

I used to recommend everyone start by promoting their products with an affiliate program. But I
found out a lot of people just got stuck on the “getting affiliates” part. So now I recommend you
start by writing and submitting articles, doing videos, running ads on blogs and ezines, posting in
forums with a sign line and doing pay-per-click.

But here's the SECRET: Turn every customer into an affiliate.

That's the single best way to get affiliates.

Everyone has a Facebook, Myspace site or blog. And if they like your product, they'll put
something on there offering your FREEBIE. NOT an ad for the product. Just a banner or text ad
giving away a hot freebie everyone wants.

Secret VIII
How To Find Out What People
Already Buy

I want to talk about the sticking point of “I have people on my list but they aren't buying.”

Some people would object, “How am I going to advertise heavily when no one buys from me.”

Let's go through the solution on this:

On your thank you page try different affiliate offers until SOMETHING sells!

60
In your emails and ezines, promote different affiliate products until you find something that sells.
Once you find something that sells, see if you can find other similar products and sales letters
and send those out.

See if those also sell.

If so, you've found the sweet spot or hot button of your target market.

Be sure to track your numbers because this gives you a benchmark for how your OWN product
should convert.

If you track different SOURCES of subscribers and you try different affiliate products and offers,
you should be able to match up offers that convert to the SOURCE of subscribers.

Now you're onto a marketing system.

You know WHERE to get subscribers that buy and WHAT they'll but.

At that point, you're one step away from having your own successful product. I'll talk about how
to do that under the topic of innovation and product development.

If you rotate a number of proven products and NONE of them sell, then you must not be
attracting qualified subscribers. Go back and look at WHO you're getting on your list, what
SOURCE they come from and what they're looking for.

Don't know WHAT they're looking for?

Ask them to tell yo on your blog.

They will.

Don't have a blog?

You can set one up at blogger.com or using Wordpress. I recommend installing Wordpress on
your own hosting. Most hosts already have it set up, so you can install it in one click. I cover
how to do this in Promo Dashboard. But most web hosts now have a 1-click install. So it's
pretty simple.

The point is, if you don't know what people want, if you don't know why they don't buy, ASK
them to post on your blog. You can even have a contest for the best answer.

The FIRST job in starting a business is to figure out WHERE you find your customers, HOW
much it'll cost you to get one of 'em to buy from you, and WHAT they wanna buy.

61
By rotating and experimenting with different affiliate products, you'll find WHAT people want to
buy and at what price point. Later on, when you DO create your own product, you'll already
know what they want to buy and what they'll pay for it.

In rows 5 and 6 of Promo Dashboard, I tell you how to get people to buy step-by-step.

But I feel it's critical you understand HOW to do this.

The basic method is you send out emails with content. And you mix in promotions for products
or pitches. You also embed ads for the products you're promoting in the content of the ezines
and emails.

The CONTENT builds a relationship and keeps people on your list.

The pitches get people to buy.

Now, if you are ALREADY sending out emails, then track with me:

If ALL sources of subscribers aren't converting, then make sure you're using proven email
promos given to you by affiliate programs with high gravity on Clickbank or products you know
sell in your marketplace.

If you have only ONE source of subscribers, it could be that particular source just doesn't
convert. If you're sending emails for a number of affiliate products KNOWN to sell, AND you're
sending email copy given to you by the merchants that is known to sell, you'd suspect that the
SOURCE of your subscribers just doesn't convert.

In this case, you need to LOOK where your competitors are advertising. What blogs do they
have ads on? What ezines are they running ads on? What products are they promoting? How
are they promoting those products? What keywords in Google are they running ads on?

SUBSCRIBE to each competitor using a separate email account as I explain in the Swipe File
chapter. This way, you can SEE for yourself the emails and promotions they're sending out to sell
products. You can see what the price points are. What the subject lines are. How the emails pitch
the products.

You need to know WHAT products do these people buy and WHERE are these buyers coming
from? The way you find that out is by doing your research.

Methods that are proven to work include:

==> Getting people on a teleseminar.

62
==> Sending people to a screen capture video that does a soft sell pitch and offers a free bonus
with a deadline.

==> Creating a podcast about the benefits of the product and what YOU liked about it and
posting it on your blog.

==> Talking about your own personal experience with a product.

Watch your competitors. See how THEY sell. It's also a good idea to watch how talented
marketers in other industries sell similar products.

I'll repeat: What I want you to do is study:

-- WHERE your competitors advertise

-- HOW they get people on their email list
-- HOW they get 'em to buy
-- What they sell to 'em
-- What their back ends are

Follow me on this. You do NOT need to reinvent the wheel. If you're struggling to make sales or
NOT making any sales and others in your market are, the solution is SIMPLE:

63
STUDY what the heck it is they're doing that's working for them.

Let's drill down on HOW you do this. Because if you're getting people on your list and NOT
making sales or you don't know HOW your competitors are advertising and getting customers,
you've got to figure this out!

So we're going to break out the secret ninja tools.

I want to share with you a FREE VIDEO course that will blow you away with all the tools it has
to SPY on competitors and find out virtually everything about how they do their marketing.

This free course will blow you away. It isn't mine but I loved it:

http://www.scrappybusiness.com/dominate2.htm

If you'd like to skip the opt in, you can see the videos here:

http://www.vimeo.com/469958

Let me start you off with a few basics: We'll begin by FINDING products ALREADY selling
successfully. We aren't going to reinvent the wheel. You're going to sell something SIMILAR to
what's already selling in the marketplace.

Here is an example from Clickbank Marketplace.

As you can see, this is the Health and Fitness category and the subcategory is beauty. The
product is one about being Acne Free In 3 Days. You'll notice there's a drop down box with an
arrow pointing to it. You can sort by things other than popularity. You'll want to check
popularity. Then also do a search for high “gravity.”

Now you have a product to sell. You can sign up in a heartbeat and sell that product as an
affiliate if you want.

Let's see how the competition is getting traffic.

Go to Google and search acne free. Then I'd look at the paid ads on the right-hand side and drop
the URL's into Spyfu or Keyword Spy. In the ideal world, you run the keywords through a tool
like PPC Bully, Affiliate Espionage or ANY of those affiliate tools and see which ads run over a
period of time.

At the time I'm writing this, http://www.affiliateespionage.com/ is really priced cheap. So you
might want to snag it. Or here's another product in the same category: iSpionage

64
The software program called Keyword Elite can do that for you also. There's no lack of tools that
can track this data.

I can input specific URL's

into these tools and get a
great deal of competitive
sites. Here's a screen cap
from SpyFu:

I put the word “acne

cure” into Google and
picked a URL at random.
Then put that URL into
SpyFu.
As you can see from the
chart on the right, the
advertiser trailed off his
or her ad spend in
November or December.
So this campaign may not
be working. In any event, the campaign has at least 789 keywords according to Spyfu and 131
clicks a day.

I'd run that kind of research for each competitor and put it in a notebook. Then I'd subscribe to
every email list of every competitor. I'd hunt down their blogs. I'd type in the name of their
product in Google like this “xyz product and forum”. That would tell me any forums that have
mentioned the product.

I'd look for an affiliate link at the bottom of each web site to see if they have an affiliate program.

If you want to do really serious keyword research, I recommend Keyword Spy. It's not free but
provides top notch results.

Get on your competitor's lists. Watch what they do. HOW do they sell people? What methods
do they use?

65
This is your starting point. It isn't a stopping point. And you aren't going to blatantly copy and rip
people off. Later, I'll show
you how to add your own
spin to it.

Why are you doing all this?

Because FIRST you find

out where customers are,
how you get 'em and how
you sell 'em. THEN, you
come up with your own hot
product.

The reason I'm hammering

this home is I haven't in the
past. And I've had people
tell me their sticking point
was they created their own
product but didn't know
how to get people to buy it.
It makes sense to figure out
HOW you get new
customers and what they
buy and how you get 'em to
buy BEFORE you create
your product.

If you want to do more research, you can go to a FREE tool: http://www.semrush.com

66
I can see other URL's bidding on the terms and the keywords they have in common with the
URL I typed in. I can also see the number of keywords they're bidding on.

You pop over to http://www.quantcast.com.

Plug in URL's you find on the Google paid and organic sides. Here's one I plugged in. You learn
a LOT fast:

67
The sites I highlighted on the right have a very similar audience. You'd go to these sites and
looks for BLOGS, EZINES and mailing lists you can subscribe to. But now we know that we're
selling to WOMEN. See, 62% of the visitors to the web site are female and most are between
ages 18-34.

MSN has awesome free tools in their Adlab. Click the drop down menu on TOOLS. I typed in
Acne Cure in their Search Funnel tool and got a visual list of all the sub keywords people search
on:

I couldn't fit all the keywords in. But you can see that it gives you a visual breakdown of
searches. You can also export it as an Excel file.

I'll point out that you would BID on these keywords. You could also hire an article writer to write
an article on each keyword to use for article marketing or Bum Marketing.

Here's what you’re learning:

68
-- What keywords others selling similar products are using in Google
-- How much they're bidding
-- Other url's and web sites promoting similar products

One thing you'll want to do is research BLOGS and ezines. I've already talked to you about
doing that. You'll want to look at buying banner ads in forums.

To drive this point into the ground, your WHOLE objective here is to see WHO is selling in your
target market, WHAT they're selling and HOW they're selling it.

There's NO reason for you to be spinning your wheels saying, “But no one is buying from me.”

Do your research. See who IS selling to your target market, what they're selling and at what
price points. Then, you also want to look at what back ends they're selling and HOW they're
selling them.

You're going to put together your freebie and advertise it in the same places the competitors are
advertising. You'll advertise on the same keywords and in the same ezines and blogs.

Later, you'll branch out. You'll do your own testing. But to get started, just advertise where the
other successful marketers are advertising.

You'll offer your freebie.

You'll get people on your email list.

You'll promote a variety of affiliate products until you learn WHAT your target market wants to
buy. Of course, if you start off selling products from Clickbank with high gravity or ones from
Commission Junction with high earnings per click, this shouldn't be a big problem.

It's not that hard to find out what's selling.

Just to illustrate how powerful having a list is, I want to tell you one of the most powerful stories
I've ever heard...

69
 Secret IX
The Untold Story Behind Why The
Money Always Has Been And Always
Will Be -- In The List

I'm borrowing the case study from the book Ice To The Eskimos by Jon Spoelstra. It's an
outstanding book you 100% should read.

As President of the New Jersey Nets NBA basketball team, he had to sell tickets to games.
Problem was, the Nets had only won 26 of 82 games. He had to ramp up ticket sales for a team
with a terrible record.

In other words, he had a proven LOSING product to sell. If you're selling anything other than a
dud or a dog, you can surely benefit from this. Because he had a real DOG to sell!

When he took over, they didn't have a LIST! The Nets deleted the customers from the computers
to save hard drive space, according to Spoelstra.

Ticketmaster erased computer records of buyers at the end of every year. So there was no
database of buyers! But they did have tape back ups. So the first thing he did was had the
interns go back on 5 years of season ticket holder sales and manually input them.

In addition to the season ticket holders, they inputted the customers who bought tickets to one
game or more using a credit card over the phone. After scraping really hard, they gathered the
names and addresses of 75,000 people who had either bought tickets or indicated a strong
interest in the Nets. This list produced gold.

Just as an example, they sent out a full-color 8-page booklet featuring a different ticket package
on each page. They spent $19,000 and got in $300,000 in ticket sales. Step one: They built
their list.

The next year they added more names and sent out two catalogs. The third year they sent out
four catalogs at a cost of $100,000. They brought in $900,000 in sales.

I can attest to the power of the list in my business. I'm going to tell you how to build your list in
another chapter. But first, I wanted to lay groundwork by explaining the power of the list and
how to extract money from it.

70
To some degree, Internet marketing has gotten off track. And let me explain why.

When the Can Spam law got passed in the U.S., people here got scared to death. A few states
were passing their own laws. Email marketing appeared to be getting REALLY complicated
overnight.

In response, entrepreneurs said “screw email.”

Before you knew it, Google came out with the Adsense program and everyone jumped on the
idea of creating web sites that made money WITHOUT email. What's more, to avoid the spam
issues, RSS readers were invented.

This gave marketers a way to push content to RSS readers and bypass the whole spam issue.

Then, you had a whole group of people making money by linking directly from Google ads to
Clickbank affiliate products, again bypassing the whole email issue. I give marketers credit for
innovating at the speed of light in response to Can Spam.

Well, a few years removed and the Can Spam law has settled in. We don't have to be scared of
email marketing anymore. But you can see the footprints everywhere. Not a lot of people
publish ezines anymore. Not compared to the old days.

After Google changed the Adsense program, people lost huge, massive checks almost overnight.
So confusion set into the market.

Then Google mucked with the whole direct linking method, so it made it far more difficult for
people to direct link to affiliate products.

That brings us to present day.

You're starting to hear the chants about “the money is in the list” again. That's a phrase told to
me over dinner by Stephen Mahaney at Planet Ocean WAY back in the early days of Internet
marketing. I wrote the phrase in Amazing Formula and spoke on it around the world.

It caught on. Without attribution, of course.

But as I see it, things go in cycles and circles.

And people have come back to the realization that your list of customers IS your cash cow. And
other marketing models lack one vital component – longevity.

They aren't evergreen.

71
Build your list.

Build your cash cow.

Secret X
How Email Turns $50 Customers
Into $500 Goldmines!

One of the sticking points my subscribers told me they have is getting people on a list who don't
buy.

I've already talked to you about tracking conversions by SOURCE. For example, some people
find that visitors from social media like Stumble Upon have a very low visitor value. That is,
they don't buy much.

You'll never know unless you track by source.

The other thing is, you have to send out PROVEN emails for affiliate programs you KNOW sell.
This gives you a benchmark to measure the sales of your OWN product or service by.

Now, one off things you'll want to do is communicate with your list via email frequently and
interactively. This WILL get people to buy from you more often and for a longer period of time.

I want to explain the reasons I advocate communicating regularly with your list and not just
during product launches.

To prove my point, I'll use Agora Publishing as an example.

They used to promote dozens of newsletters ONLY by direct mail. Customers bought an average
of $50 after their initial purchase. When they began sending out daily ezines to those customers,
their lifetime value rocketed to $500.

In other words, after the initial purchase, customers forked over $500.

72
In marketing, we call the initial sale the “front-end.” Sales after that are called the “back-end.”
If you total up how much a customer spends with you during their lifespan, we label that
“lifetime value.” How much is a customer worth during their lifetime to you?

The KEY is the relationship with the customers. In direct mail, they communicated with
customers 24X per year. But with email and ezines, they communicate 365 times per year or
more. That makes all the difference in the world.

But here's the BIG thing.

In the past, customers would buy from direct mail and a certain percentage would go on a buying
frenzy for a couple weeks and buy a lot of stuff from them.

But the customers would quickly die out or stop buying.

Add in regular ezines and the equation flipped. The customers kept buying over weeks and
months. In other words, by providing CONTENT to your customer list, you EXTEND the
lifetime of the customer. Instead of buying from you for only a few weeks, they'll be your
customer for weeks and months.

The one critical point I want to make though is you can't publish crap in your ezine. Before Can
Spam laws in the U.S., everyone published an ezine. But boy, things degenerated the lowest
possible quality content.

Why? Because people didn't want to work to write high quality content. They published articles
from other people (good or not). They wrote low-quality content. A LOT of junk was put out.

It makes me cringe to think about those times.

Your BEST efforts MUST go into what you give away for free, even more so than the product
people pay for. It sounds backwards. But it's true. If you publish crap for your free ezine,
people will assume that's what your product is like.

Just because it's free doesn't mean people will open and read your emails. There's no lack of free
things you can subscribe to.

You may think it sounds like effort or work to put out an ezine that has original, creative thinking
in it. It is. Now, you don't have to WRITE that content. I'll talk later how you can put the
content in videos or audio. But you need quality content. I'll show you later how to create
content if you don't know much about the market you're in.

The problem isn't creating quality content. It's focusing on it. Putting effort into it. Having
given that caution, let me know give you the plan:

73
1. Get customers on your email list

2. Talk to them weekly or even daily.

If you're reading this and you have experience in online marketing, you may be saying, “OK
Marlon, tell me something I don't know. I know that I should send emails to my customers.”

My response is that there's power in the details.

A lot of marketing isn't just knowing WHAT to do. It's knowing HOW to do it to get the
maximum results. Let me tell you about a few people I know who get extraordinary results with
their emails.

My friend Daegan Smith gets people on his email list and sends out two emails a day! Matt
Furey and John Alanis do the same thing. Now, to me 2X a day is too many. But it works for
them.

The formula Matt Furey innovated then Alanis and Smith adopted works like this:

Morning email: Content, stories, entertainment

Evening email: Short pitch

They send out engaging, entertaining emails in the morning that create a character. Their
evening emails sell a product. The formula depends on really strong, powerful morning emails.
Otherwise, people will un-subscribe.

Think of your emails not just as educating but also entertaining. You want to entertain people or
be engaging so they'll keep reading your emails. Now, there's more than one way to do this.

I don't remember the exact number, but as I recall Matt says that around 30% or 40% of his
subscribers buy. Matt and John entertain and tell engaging stories. But they never reveal the
HOW TO in their emails.

Other marketers do. But you certainly can't argue with Matt's results.

I've already covered this more than once in other chapters. But in case you're skippin' around,
Daegan's site is recruitlikecrazy.com. John's site is womenapproachme.com. And Matt's site is
MattFurey.com.

You'll find that Agora emails are straightforward information. To see their emails, subscribe at
investmentu.com, earlytorise.com and dailyreckoning.com.

74
But before you subscribe, you need to understand how and why to create swipe files. So I'll
discuss that next.

Another element I'd like to add here is INTERACTIVITY: Make your communications 2-way.

For example, I sent out an email yesterday asking people to post their biggest sticking point to
my blog. Then I responded with a personal comment to each person. Daegan runs a forum on his
web site.

You don't have to personally respond to comments. You can take some of the best posts and
respond to them in an email. The DoubleYourDating.com emails has this down to a science.
Every week they do a questions and answers issue.

This gives people the feeling you're a real person and not just an inanimate entity spewing emails
at them non-stop.

If you keep an eye on Facebook, you'll see Eben's adds to get people on his email list.

Let's look at how you set up your swipe files.

Secret XI
Set Up Your Swipe Files Using
Separate Email Accounts

You're probably figuring out that you'll need to send lots of emails to your list, once you have
one.

This is why ALL marketers use a swipe file.

This means you SAVE that direct mail you get in the mail if it really grabs your attention and
makes you want to spend your money.

You save web sites and emails that cause you to want to whip out your credit card.

There's GOLD in your swipe file.

75
Here's how to create EMAIL swipe files.

Step one: For each major company or marketer you're studying, set up a separate gmail
or yahoo email account.

Step two: Subscribe to their email list

The reason you want to have SEPARATE email accounts is it makes it EASY to see all the
emails sent to you, how often they're sent, what the subject lines are and how they grab your eye.

As an example, an employee and I scanned the subject lines of one of my swipe file email boxes.
We noticed that one subject line had a misspelled word. A typo.

Then we noticed that SAME typo over and over and over.

We discovered this marketer recycled messages in random order about every 5 weeks. But we
would NOT have seen that if we didn't have all the emails in one email box. I never noticed he
was sending me the SAME emails over and over and over!

The biggest misconception of your swipe file is that you literally swipe from it. That would
violate copyrights. What we mean is you get IDEAS. You borrow IDEAS, themes, emotionally
appeals, offers.

But you don't steal the ARTICULATION of the ideas.

The main advantage of using swipe files is anytime you need IDEAS for a promotion, you just
scan your swipe file email boxes! You can even print out the headlines and best emails and stick
'em in a notebook where you can easily flip through 'em.

Here are a few email lists you'll want to set up as swipe files. I've already given you some of
these in another chapter. But I've added a few new ones here.

1. http://www.investmentu.com
2. http://www.dailyreckoning.com
3. http://www.freeonlinemarketingebook..com
4. http://www.recruitlikecrazy.com
5. http://www.womenapproachme.com
6. http://www.doubleyourdating.com
7. http://www.mattfurey.com
8. http://www.bestofmarlonsanders.com

76
Notice that several of the url's above are for dating products. The reason is those marketers “get
it.” I can't explain why but they do.

There are many other marketers you'll want to subscribe to. But the above lists are a good start.

Just yesterday I spent several hours going through my gmail account with Agora's emails in it. I
studied subject lines, formatting and how advertisements are used. You'll get a multi-million
dollar education in marketing just by creating the BEST swipe files.

Secret XII
How I Turned Ordinary Ebooks Into
$150,000 Each

That may sound completely out of line to or unreal to you. I know that when I first got started in
this business, I'd read things like that and my eyes would glaze over like it was some kind of pipe
dream or something.

But it really is true.

I took our approximate gross sales since I got started in this business and divided those sales by
our number of primary products launched, which is 29. You saw me break those products down
already. When I divide those two numbers out, it comes to $150,000 for each product.

I've actually launched MORE than 29 products if you take into account upsells, downsells, add-
ons and all that. But those are variations of existing products. They don't count for this formula.
I'm talking just about primary products.

The POINT here is that over time these ebooks turn into more money than you think.

My good friend Dave Frey authored the Small Business Bible. I shot this question at him over
the phone the other day. He told me he estimates each product he's created has sold $75,000. Not
all his products are ebooks. Some are physically delivered courses as are mine.

Those are the “back end” of the business. The follow up sales. They're your gravy train.

77
I asked another friend of mine and he estimated $25,000 each on ebooks to small niche markets
that are only a year or two old. Those numbers will increase over time.

Here are several points on this:

You do the work once and get paid over and over for it.

This means I'm still getting paid for work I did years ago. That's a nice feeling.

The sales add up over time.

Even if you don't have a big product launch, as the sales trickle in over time, they add up. But
the key here is you have to know how to promote these products to your list correctly. There's a
LOT to know about this.

I'm going to show you HOW I do it in detail.

YOUR sales and results will vary. In other words, you may do substantially less than $150,000
per ebook or you may do a lot more. I can tell you you'll sell a lot more than you would have
without my system.

The KEY to turning ordinary ebooks into $150,000

Here's my secret . . .

You run regular promotions for those ebooks or info products to your email list.

That's the secret or the key. You PROMOTE or ADVERTISE your products heavily to your
email list. That goes hand-in-hand with creating INNOVATIVE products for your front end.

There's a difference between what you sell on the front-end and your back-end. The front end is
your initial sale to the customer. The back end is everything after that.

But the point here is you need to promote your products to your email list regularly.

I've already talked about 8 models for cashing in on your subscriber list. .

But what I've noticed in Internet marketing is the whole paradigm has switched to a product
launch mentality:

• People ONLY send out content when they're going into a product launch.
• People ONLY send you interesting, engaging emails when they're going into a product
launch

78
• People ONLY care about you when they're going into a product launch.

The product launch paradigm makes people a lot of money fast. So it's quite appealing to
entrepreneurs. And there's nothing wrong with it.

But I'm going to argue for my Cash-Like-Clockwork Evergreen model. I like Evergreen products
and systems that operate like clockwork.

You generate the leads consistently.

They flow in.

They drop into your conversion process.

They go through a marketing funnel sequence.

You communicate regularly and build your customer branding and loyalty.

KEY: I'm going to show you how to use your EMAILS to rock-solid lock people into you.

We wanna communicate by email. And we wanna bring value to the table, not just pitches. And
we wanna LOCK people into us.

The reason we wanna bring value to the table in our emails is so we extend the lifetime value of
our customers. If we just come with pitches all the time, our readership is going to go to the
toilet fast. There are marketers who do that.

They just send pitches.

But they also have HUGE lead generation on the front-end.

I'm going to recommend based on my years of experience that you go another route. I'm going to
recommend that you send emails that bring value to the table.

I'm aware that a few high profile marketers brag about how they have lists and send out emails
only occasionally, and they never send content. And that may be true. I don't advocate it as a
way to build a business.

I advise you to learn to recognize a pitch when you hear it. People don't WANT to hear that they
need to provide value and content to a list on a regular basis. Why? Because it's WORK and
effort. And a lot of people feel like they don't have CONTENT to provide to their list.

There ARE ways to get around that. And I'll talk about those way.

79
Based on my experience, I'll tell you that if you email people less than once a week, your spam
complaints will go up because people forget about you.

Based on my experience, I'll tell you that in today's email world, you need to provide value and
content to your list and not just pitches if you want to extend the value of your list over time.

The theory some marketers have is that the people on their list have a short lifespan. So they
might as well hammer them with as many pitches and promotions as possible in that time-span.

I can see that if you're talking about NON customers and you're asking for a very low unit of
sale, like $10 or less. If you're sending daily emails, and all you're asking for is ten bucks or less,
and the prospects don't buy within 14 days, they probably aren't buying.

But I sure wouldn't follow that course of action with customers. My system or approach is to
cultivate customers once they’re on board. And that’s what I recommend you do also.

Secret XIII
How and Why To Publish Content
Regularly To Your List – Even
Though It Isn't “In Vogue” To Do So

In order to generate SuperSized Bonus Paydays three or four times a month, you have to get
people to READ the emails you send out.

To do that, I contend you need to send content.

After the Can Spam law hit the U.S., a lot of people began blogs vs. ezines.

In my field, Internet marketing, tons of ezines died out. But I believe this was a mistake and let
me explain why.

Blogs are PULL marketing. You're trying to PULL people to your blog with great content. That's
all well and good. But people QUICKLY forget about your blog. The initial solution after Can
Spam was the RSS reader.

80
And some people still use an RSS reader and get all their blog posts inside their RSS reader. In
fact, it's a FAST way to read a LOT of blogs. You should do this. Because to be a Tipping Point
kind of person, you need to know what's going on.

Making your daily or weekly rounds to blogs is one way to go. But it's faster to open up
Bloglines or Google Reader and skim your blog posts.

Now, your customers are NOT using RSS readers by and large unless they're an unusually tech
savvy group. This means out of sight, out of mind. If you don't send out emails with your
content, you'll be quickly forgotten.

Here's the rule: Get in FRONT of your customers with content and promotions. Balance out the
promotions with content so your customers keep reading your emails.

In the market right now, Product Launch theory dominates most people's activities. In Product
Launch theory, you typically only put out content during a product launch.

I advise against this.

My advice to you is to put out regular content on your blog. And push that content to your email
list via email. You can simply give the title of the blog post and a link requesting comments if
you want.

But push content and develop relationships. But there are many shapes and sizes of content.
Some people are just entertaining, tell great stories or have a charming style people love to read.

If your emails have that kind of mojo, by all means, keep writing ‘em. Don’t let me dissuade
you. But not everyone can send pitch after pitch in such a way that people won’t unsubscribe.

Then you look for some other type of content to keep people’s ATTENTION. Rich Schefren
wrote a report called the Attention Doctrine. I think he articulated that well. The single most
valuable commodity you have is NOT your list. It’s actually the attention of the people ON your
list. Because if you send out emails and everyone ignores them, you aren’t so well off.

I like publishing an ezine, although any form of regular content works. In the old days a monthly
piece of content worked. Then weekly. I publish my ezine weekly. But I'm going to a format
where I provide content with embedded ads more than once a week. You'll see an example at the
end of this chapter.

Why?

Simple. As I explained earlier, Agora publishing proved that a relationship with your customers
and having interactive conversations with them boosted sales FIVE fold.

81
By interactive, all I mean is something as simple as posting a video, audio or article on your blog
and asking customers to comment. Then you go in and post a response or comment to their
comment.

That's interaction.

The reason I recommend you interact with your customers is to increase their lifetime value.
And the reason I recommend you push content to your customers is because you can't rely on
people to go to your blog.

And not enough people use RSS readers to make that your only method of pushing content.

The reason I opened up by talking about the Master Plan is I wanted you to see how all this ties
together. Your content emails, blog, ppc pages ON your blog, feeding the search engines articles,
the RSS feed on your blog, viral ebooks made out of the content you send to your list --
everything I talked about in that Master Plan all fits together.

There ARE people who pop a super hot product onto the cost-per-action networks and haul in
1,500 to 4,000 opt-ins per DAY. Then they just hammer those names with offers. They don’t
care if people stop reading the emails after 30 days because their only goal is to suck out a bunch
of sales quickly.

I’m NOT saying there’s anything ethically or morally wrong with that. My point is that with a
little effort, you can put content out to your list and spin it off into an entire machine.

Secret XIV
How To Craft Emails That Make
Sales

Writing emails is an art. You’ll eventually develop your own style. Here are the components I
consider important:

Subject lines

82
I cover subject lines in another chapter. But the biggest tip I can give you is look at the subject
lines that grab YOUR attention. Open your email and scan looking for the subject lines that
reach out and grab your attention.

From line

In your autoresponder program, you set the FROM address of your emails. Once you set this,
people will use it to whitelist your emails, so they slip by the spam filters. That means you won't
want to change the from line once you set it.

Short first sentence or sentences

I come from the “greased chute” school of copy. The theory says your copy should read like a
greased chute. Before you know it, you're at the end.

That means you slide in easy at the beginning of your email. So start off with a short sentence.
Then make the next sentence a bit longer. Ease your way into the copy.

Avoid LONG paragraphs

When beginners write emails, the first mistake they make is to write LONG paragraphs. Big
blocks of gray text don't invite reading. So keep your sentence length under control and keep
your paragraphs short just like this one. Make your emails easy on the eye and easy to read.

I've heard that your average person reads at a sixth grade level. So unless your customers are
rocket scientists, write simple and short sentences and paragraphs.

Write informally

Your high school grammar teacher will NEVER see your emails. So lose the formal language
and sentence structure. Write conversationally. Write informally. The curse of death is to
BORE people.

Pretend you're writing a letter to a friend. Think more about being engaging and intriguing than
being grammatically correct. See the tone I'm writing these chapters in? Notice how it's
informal? You'll see that I don't use a lot of long, involved, complex sentences.

Short communicates. It's easy to read. It gets the job done.

Now, you want to tailor the language of your emails to your target audience. I sell to marketers,
so I have more leeway than I might selling to investors. Most ezines to investors maintain a

83
more professional tone, Although if I were writing an ezine to investors, I'd still write
informally.

The point is, adjust the tone of your emails to the mindset of the folks you're selling to.

Long vs. short

Test sending long emails vs. short ones. You may find your audience has a strong preference for
one or the other. For my list, I mix it up. I figure some people will read long emails. Some will
click on short ones. So I mix it up. That's what I advise you to do unless you find that your list
REALLY prefers one over the other.

My ezines and articles are often long because I'm delivering content. But when I do promotions,
I'll sometimes send short emails with a link.

I see long vs. short as a change-up pitch just like in baseball. People get bored with the same ol'
approach. So mix it up and keep 'em paying attention to your emails.

Tell stories

I'm not a particularly good story teller in print. But research has shown people love reading
stories. Beginning your emails with an intriguing story is sure to pull people into your copy and
emotionally engage them.

I believe one reason stories work so well is they invoke emotions. It's hard to tell a story without
arousing feelings and emotions. These suck people into your train of thought. Plus, people just
flat out like reading 'em.

Sentence length

The maximum length you want your sentences in your emails is 72 characters. Most
autoresponders have tools to help you write the correct sentence length in your emails.

This is absolutely CRITICAL.

If you screw it up and make your sentences too long, you'll find that in Yahoo Mail and some
other email readers, your email will get butchered up and look like a total disaster.

Calls to action

In sales emails where the purpose it to get people to click and go to a web site, you'll want to link
to your URL 2 or 3 times in your emails. Put one link at the very end of your email. Put one in
the middle. And you may want one at the beginning.

84
 But What If You Feel You Aren't “An Expert” To Write?

Today I had a call with my Ateam members, a kind of inner circle.

One of the questions was what do you WRITE about if you “aren't an expert.”

My answer is that YOU are the U in USP. You've probably heard of the “Unique Selling
Proposition” of your product before. No one can be YOU! No one can take away what YOU
bring to the table.

So one of the ladies on my call didn't know what to WRITE about. She wasn't a world class
expert in anything. I asked if she had any PASSIONS she could write about?

She said she was a “news junkie.” So we came up with idea for her to publish a “news junkie”
ezine and blog and to brand it. I told her to check out newsmax.com and to look at the products
being sold there.

If she develops a nice ezine list, she can sell products to it. This is what the Daily Reckoning
does. You don't have to be a world class expert. But you do need to know what the people on
YOUR list want. And provide it to them with an injection of your personality.

This is why I'm recommending that you read John Alanis and Matt Furey. Those guys inject
PERSONALITY into every single email! No one can copy John or Matt. Because their emails
reflect their unique interests, personalities and passions.

If you don't feel you have anything to contribute or write about, I highly recommend you buy
motivation CD's by the author Les Brown. Les will talk some sense into your head! Seriously,
he's one of the most inspiring motivational speakers you'll ever hear.

Lee McIntyre started a business teaching Internet marketing while he was still a school teacher.
But he had a gift for explaining things (since he was a teacher). A year later he quit his job.

When he started, he sure wasn't a world class expert. But he knew that he put the U in USP. And
that he brought something unique to the table.

All Matt Furey does in most of his emails is TELL STORIES! And John talks about football and
other things he's interested in. But both of them have a very large following.

Put the YOU into your emails. And you'll find you like writing them and people will like reading
'em.

85
Back when I wrote sales letters for a living, I had the CEO of my largest client tell me I wasn't
the only copywriter they'd talked to. And probably not the most experienced at the time. But I
WAS the most passionate about their business.

If you can write ezines and emails about a topic you're passionate about, you have the magic
elixer. That passion will come through. If you aren't passionate, then I guess you do the best you
can or hire writers!

How To Format Your Emails To Make 'Em Easy To Read

Pay attention to how people use formatting tricks in their emails and ezines.

If you have a long email or ezine, you can set off parts with subheads that stand out via special
formatting. This breaks up the text and catches the eye of people scanning emails.

Here's an example:

//////////////////////////////////////////////////////////////
You can do things to see off text like this
//////////////////////////////////////////////////////////////

++++++++++++++++
Or you can do this
++++++++++++++++

And here are three more:

/\/\/\/\/\/\/\/\/\/\/\/\/\/\/\/\/\/\/\/\

]]]]]]]]]]]]]]]]]]]]]]]]]]]]]]]]]]

######################

Then for bullet points, you have other options:

==>
=>>
+
+
+
*
*
*

86
>>>
>>>

Now, let's look at how you apply these formatting tricks to an actual email or ezine.

Sample Ezine

One of the things you may want to write is an ezine.

Here's an example of a content email that has an ad embedded in the middle. This got a good
response from my list. Notice the pitch for resellers at the very end of the article. I added a
comment for you in yellow. You'll also note how I used a little formatting to set off the title of
the article:

Email begins:
////////////////////////////////////////////////////////

Memo From: Marlon Sanders

Memo To: {!firstname_fix}
Re: One Product Booming Right Now

================================================
One Product Booming Right Now And 7 Steps To Add
This Twist To Your Business Today!
================================================

Hello,

Marlon Sanders here.

With all the "doom-and-gloom" being thrown at us

from the squawk box, you'd think we might as well
go out and eat weeds.

But one business is booming right now and it holds

a KEY for you to boom your sales also.

The psychic business.

There have been a number of articles published on

news sites such as msnbc about how the psychic business
is booming right now.

87
My local news station even put out a blurb on it.

================================================
How To Boom Your Business Right Now By Adding A
Psychic Spin To It
================================================

I remember WAY back when I was learning this business.

I did some telemarketing for Jay Abraham's office.

Those weren't the best of times either. And they told
me people wanted to SAVE money more than make it.

So people want to SAVE money. Help them cut expenses.

Help them save.

People want ADVICE! And they're willing to pay to get

it.

Now, I ask you. What he heck business do you think

we're in? We're in the advice business. We give people
advice on all kinds of topics for money.

We hold hands and get paid for it.

Now, if I could only get that hot babe down at the mall
to pay me ...

It's a joke!

OK. So anyway, people want REASSURANCE right now. They

want advice. They want to know the future and how to
respond to it.

This is something we can do.

I want to return to my theme from Saturday's ezine

article: You either go out and eat weeds, you dry up,
you get paralyzed and do nothing....

Or you go on the offensive. If you've been waiting for

something to motivate you to light a fire under the seat of

88
your pants so you'd get out of the paralysis of analysis
and do something -- this would be it!

{Here is the embedded advertisement. Notice the ad tracking link. That's my installation of
Adtrack Gold Z}

+++++++++++++++++++++++++++++++++++++++++++++++++++++++
ADVERTISEMENT

Do you need a BIG TICKET info product to sell?

Those $1,000 sales sure come in handy. My Action Grid
will walk you through what to do and how to do it.

http://www.TurboProfits.com/tracking/go.php?c=1_5psychic
+++++++++++++++++++++++++++++++++++++++++++++++++++++++

Listen up: I've been in this business since 1978 (part time).
Beeing full time since 1996 or so. And the thing I can tell
you is the way you get cash IN the door is to create and
sell products.

=====================================================
My Advice For Adding A Psychic Spin To Your Business
=====================================================

Here are a few steps I advise you to take:

1. If you don't offer personal consultations, consider

adding that to your mix.

Did you know psychics are even doing psychic readings and
sending them out on CD around the world? It's true!

2. Step up your personal advice to your customers based

on your experience in whatever it is you do.

Any experience you can offer scores points.

3. Be aggressive about new product generation

I advise you to DOUBLE the number of new products you

release in 2009.

89
4. Give your customers regular content

Ezines are back. Daily, weekly, sporadically. My

customers love mine. And if you write a good one, yours
will too.

As you know, the vogue among marketers is to only provide

content during a product launch. My advice is to do it
regularly and consistently to cultivate your relationship
with your customers.

PROOF: When Agora publishing moved from only doing direct

mail to sending out ezines to customers, they increased the
lifetime value of customers 5X!

I make nothing for recommending it. But if you haven't read

Ready, Fire, Aim by Michael Masterson, I can't recommend it
too highly. If you're in the U.S., it's a the bookstores.

If you're in UK, Singapore, Japan, Australia or elsewhere,

I imagine you have to do the Amazon thing.

But it's worth it.

5. Help your customers navigate through troubled waters.

These are challenging times.

But if you communicate with your customers, if you provide

solid advice, if you're aggressive about new product releases,
you'll weather this storm fine.

6. Show your people how to SAVE money.

Remember the lesson I learned from doing a bit of telemarketing

for Jay Abraham in the old days.

How can you help your people save money?

7. Set a goal to make this your best year EVER!

You can't get motivated with survival as a goal. Plan out your
MONTHLY goals right now to release new products and promote them.

90
Plan out your ezine issues now.

Set a goal to make this the best year ever.

8. Republish this article on your blog and spread it around via

Twitter and Facebook.

There's enough negative news out there. Let's get some positives
out.

Join up at: http://www.getyourprofits.com and you can also give

away "The Best Of Marlon Sanders" ebook. Your customers will love
it.

SUMMARY

It's time to get the lead out, communicate with your customers,
create and release innovative new products.

People want advice.

Follow my 6 tips above and your business will boom in 2009.

In fact, I suggest you make it your goal to have your best year
ever in 2009.

Post your COMMENTS on this article on my blog. I try to respond

personally to comments:

http://www.marlonsnews.com/?p=154

-----------------------------------------------------------
Marlon Sanders is the author of "The Amazing Formula That
Sells Products Like Crazy."

Check out all my products here:

http://www.marlonsanders.com

(SIGN UP AS A RESELLER, put YOUR reseller URL and ID where

the above link is, post this on your web site and make some
dough for spreading a killer guide everyone will want to
read.)

91
//////////////////////

REPRINT RIGHTS: You have permission to use the above

article without omission and including the resource box.
You have the right to insert your reseller URL for any
products I mention

Secret XV
How And Why I Create Different
Sections For My Ezine

Here's the basic outline of my ezines:

1. I start with a little introduction, then list the ezine issue details.
2. I have a little outline of the contents.
3. Announcements. I do this because it lets me communicate tidbits I feel are critical for
customers to know.
4. The article
5. The resource box
6. Classified ads

You'll see my comments on the different sections in yellow. You'll notice the short line lengths.
This is on purpose so the email lines will display correctly in all mail readers. You do NOT have
to WRITE a long ezine like this.

Personally, I'd rather write than create audio or video. But if you'd rather do audio, video or
screen capture videos, do it.

The constant is that you need to communicate with your list and provide value regularly, so you
have top-of-mind awareness. I've found that if you communicate with your list less than once a
week, people forget about you.

============================================

Memo To: Marlon

92
Memo From: Marlon Sanders
Re: Marlon's Marketing Minute (MMM) for January 3, 1009!

Hello,

Marlon here.

If you haven't snagged it yet, grab "The Best of Marlon

Sanders." It's a freebie ebook download with 100+ pages

http://www.bestofmarlonsanders.com

This week's ARTICLE:

==> How To Make 2009 Your Best Year -- Ever!

==> Subtitle: Are you gonna freeze up with paralysis or are

you gonna kick some booty?

I have field-tested answers to these questions:

-- The ONLY two choices you have in 2009

-- Where to find the TIME you need -- easy!
-- The 3 types of goals to set
-- Inspiring VIDEO showing actual goal setting sheets that work
-- What info products do you cut out and which do you buy?
-- How to make 2009 rock and roll compare to 2008
-- Why I'm excited about 2009

This is NOT theory. This is all based on what I personally just

finished doing to plan my 2009.

Save this for reference and use it as a checklist

/////////////////////////////////////////////////////////////

Take the article, change the URL in the resource box at the
end to a reseller ID and stick it on your web site, blog,
Facebook blog, Myspace blog, Hub Page, Squidoo lens, or Google
Pages.

Put it up and announce it on Facebook, Twitter, your blog,

email, or whatever else you have.

93
This IS an article people will want to read. You WILL make
sales from the link in the resource box.

If you don't have a reseller ID, just go to:

http://www.getyourprofits.com and sign up. It only takes
2 minutes.

There are 4 ADS at the end of this ezine. You can replace
all THOSE with reseller links if you want.

Marlon

P.S. Read the announcements...

* FREEBIE DOWNLOAD (see announcements)

* Brand new reseller site makeover. New tools!

PPS: Other marketers ONLY send you good content during their
product launch. I'm with you every week, motivating, inspiring,
educating. Where are THEY when a product launch isn't going
down?

I'm here every week delivering rock solid content based on years
of experience.

{Comment: The above is how I do my little introductory letter each issue. Next is my masthead
where I give my publications name, url, volume number, issue and date. Then I break down the
contents of the issue.}

******************************************
Marlon's Marketing Minute
Electronic Newsletter
http://www.promotemarlon.com
Vol. 4, #1, January 3, 200X
******************************************

This issue contains:

A. Sponsor Advertisement: How to Make Commissions By Giving Away

"The Best Of Marlon Sanders"

94
B. Announcements from Marlon (Important)

C. Main Article: How To Make 2009 Your Best Year -- Ever!

D. Services You Can Use

Brought to you by: Marlon Sanders - Publisher

^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^

A. SPONSOR ADVERTISEMENT

Attention All Resellers and Affiliates:

I've revamped completely my affiliate site and tools:

http://www.getyourprofits.com

* You can now GIVE AWAY the Best of Marlon Sanders ebook
and get commissions.

* I also have a "Newbie Guide to Internet Marketing"

Marlon Sanders

PS: If you need your reseller ID, contact Tim at:

http://www.getyoursupport.com

^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^
B. ANNOUNCEMENTS FROM MARLON

One: Follow me on Twitter

http://www.twitter.com/marlonsanders

This way, if you don't get my emails, you get my Twitters.

Two: Give Away "The Best Of Marlon Sanders" to your friends

or list and snag spending cash and prizes!

I've just released "The Best Of Marlon Sanders"

Give it away to your friends or list and snag affiliate

95
commissions as well as prizes.

http://www.getyourprofits.com

Three: Download your FREEBIE ebook now.

"The Best of Marlon Sanders"

http://www.bestofmarlonsanders.com

There is a squeeze page. The idea is for you to enter

the email address you actually READ! I'll send out a version
later where you can bypass the squeeze if it bugs you.

Four: Affiliate contest

Affiliates. The affiliate contest is STILL going!

http://www.TurboProfits.com/tracking/go.php?c=affpromo_dec08

Five: Ateam call

The audio will be posted this next week

{As you can see, I included an announcements section. This is to keep my customers in the loop.
Next is my article for the week. I often include a subtitle as an extra hook to get people to read
the article.}

^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^
C. "How To Make 2009 Your Best Year -- Ever!"

==> Subtitle: Are you gonna freeze up with paralysis or are

you gonna kick some booty?

Save this for reference and use it as a checklist

By Marlon Sanders

^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^

There's a lot of negative news out there.

But I expect 2009 to be my best year EVER!

96
That may sound weird if you've been sucked into
the negative news dark cloud.

Here's the thing.

There's a great deal of research that proves the

companies who do best in challenging times are the
ones who promote the most and are the most aggressive.

You have two choices in front of you right this minute.

Today. This hour.

Are you gonna just fold up in 2009 and get stuck in

the parlysis of "doom-and-gloom" thinking?

Or are you gonna rip out the cobwebs and take action?

You either sit there, get depressed, and play games on

the computer.

Or you get aggressive about your front end and back end
marketing. So honestly, I want to ask you, which will
it be?

Post your answer on my blog right now.

I'm serious. Don't just read this. Post this answer

and be honest with yourself and others.

http://www.marlonsnews.com/?p=153

Now, before you post, here's something you might consider:

All change creates opportunity. You just have to SEE

the opportunity. For example, right now psychic services
are booming.

Did you you know that?

Now, I'm personally been inspired by the writings of

Michael Masterson on goal setting.

97
Here's his video on Youtube and it shows how he writes
out his goals for the year then translates them to
monthly, weekly and daily goals.

http://www.youtube.com/watch?v=rqCriPkLG2Q

I've JUST finished doing this for 2009. It's a very

liberating feeling.

What did my goals consist of?

1. How I'm going to ramp up our traffic.

In other words, what additional steps will we take.

2. What new front-end products will I come out with?

3. What new back-ends will I put in place.

Then I set out monthly targets. Each month you translate

those into weekly targets.

And each week you turn them into daily targets.

I can almost guarantee you this: If you ramp up your

traffic compared to last year, and come out with hot, new
front-end and back-end products, this WILL be your best
year ever.

Either that, or just give it up.

Sit back, watch TV. Eat bon bons. Watch all the negative
news and get depressed.

Or turn off the negative news, throw out the bon bons,
start an exercise program, set your monthly goals and hop
to.

Want to know how to find the TIME to work on your goals?

Shut off all the negative stuff on the news, and cut out
other things that simply WASTE time away and you know it.

98
You either get STUCK in paralysis or you take aggressive
action. There really aren't any other choices.

Now, do you just STOP buying any info products at all?

Or what do you do?

Let me share with you what I'm doing.

As you know, I spend a lot on my own personal education.

I'm cancelling a few memberships I feel I don't get a lot of
value from. I'm starting up some NEW ones I feel will meet
my goals better.

And I'm still buying things that are 100% relevant to my

goals of how I want to boost our traffic and so forth.

Products inspire me and give me motivation.

If you STOP learning, you stop growing. If you stop growing,

you die.

Will you learn? Will you grow? Or will you mentally and
emotionally die?

I DO think you need to look for info products that meet the
monthly goals you set out.

Here's what I want you to do. Post on my BLOG which of these

is your biggest challenge and which you need the most help
with.

http://www.marlonsnews.com/?p=153

I'm committed to help YOU get the results you need. So talk
to me and tell me what you need with help with.

Here are the 3 areas to set goals in:

1. How will you get traffic to your web site or sites?

You can set up your own affiliate program.

You can also do organic seo or pay-per-click. Or buy banner

99
ads on targeted blogs and forums.

2. What front-end products will you create?

You need to create 10 front-end products to get ONE blockbuster.

Now, out of 10, 3 or 4 will sell really strong. And you'll
have a few mediocre ones and a few busts.

It's a numbers game and don't let anyone else tell you otherwise.

If you're stuck creating a front-end product and need help,

hit me on my blog with what your sticking point is:

http://www.marlonsnews.com/?p=153

3. What will you sell on the back end?

How will you get repeat business?

Today, I'm going to spend time studying how one large company
sells its back end. I've already gotten on their mailing list
and I have the back-end sales letters sitting in a box here
ready to read.

You need at least ONE back-end product to funnel customers into.

When I first started with Amazing Formula, my back end was the
"Big Course" which later became Cash Like Clockwork.

Your back end can be teleseminars and webinars to start with.

You can joint venture with others for content if you don't have
it yourself.

The KEY is to set your goals for the year.

Then break them down into monthly steps.

Then each month break those steps down into weekly ones.

And then daily.

Set aside one or two hours every morning to work on your

goals. Or whenever it is you HAVE time to work on your goals.

100
Watch Michael's video now:

http://www.youtube.com/watch?v=rqCriPkLG2Q

By the way, I don't think he'd had much sleep when he shot
the video. But the contents are great because he shows his
goal setting sheets.

Best wishes,

Marlon Sanders

PS: Please post your THOUGHTS on this article on my blog:

http://www.marlonsnews.com/?p=153

If you don't have a target market yet, check out:

http://www.pushbuttontargetmarket.com

And if you don't have a product yet, check out:

http://www.productdashboard.com

My Action Grid product is STILL valuable to show you how to create

your own Big Ticket info product. There may be a few things dated
in it.

But pretty much, it's Evergreen.

http://www.actiongrid.com

{After each article I include the following:}

Marlon Sanders is the author of "The Amazing Formula That

Sells Products Like Crazy."

Check out all my products here:

http://www.marlonsanders.com

(SIGN UP AS A RESELLER, put YOUR reseller URL and ID where

the above link is, post this on your web site and make some
dough for spreading a killer guide everyone will want to

101
read.)

//////////////////////

REPRINT RIGHTS: You have permission to use the above

article without omission and including the resource box.
You have the right to insert your reseller URL for any
products I mention

^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^

{I close with services you can use. These are my classified ads but I could also put ads here from
adswaps with other ezine publishers.}

D. "Services You Can Use

(If you want to post this ENTIRE ezine, you can replace the
following links with your RESELLER links)

Stop trading time for dollars and start trading products for
dollars: http://www.productdashboard.com

Save 100's on graphic design:

http://www.designdashboard.com

NEED A SALES LETTER? Fill in the blanks and click a button.

http://www.pushbuttonletters.com

Many people have copied my software. But there really and

truly is only ONE original.

NEED SYSTEMS FOR YOUR VIRTUAL ASSISTANT?

See the original systems I created for Lisa
http://www.operateyourbiz.com

=============================================

E. MY SPECIAL THANKS TO THE FOLLOWING PEOPLE

WHO HAVE SUPPORTED MY PRODUCTS AND CONCEPTS OVER
THE YEARS:

Allan Gardyne
Michael Merz

102
Bill Hibbler
Jim Edwards
Sasi Kumar
Ewen Chia Ti Wah
Michael Wong
David Vallieres
Titus Hoskins
Michael Paetzold
David DiPietro
Brian Terry
Dan Kelly
Michael Filsaime
Dave Lovelace
Derrick VanDyke
Matt Adler
Sean Mize
Gary Martin
Melanie Mendelson
Keith Wellman
Joshua Jenkins
Jeremy Burns
Sharlene Raven
Michael Nicholas
Anil Kumar
Joel Comm
Gabor Olah
Craig Haywood
Sterling Valentine
Frederic Patenaude
Jessica Clark
Liz Barton
Roger Hall
Marc Horne

Thank all of you. You have my gratitude forever.

Your contributions to my life and my business do
not go unnoticed nor unappreciated.

If we stand tall, it IS because we stand on the shoulders

of giants.

Copyright 2009 Higher Response Marketing Inc.

All rights reserved.

103
Higher Response Marketing, Inc.
11844 Bandera Rd. #469
Helotes, TX 78023

Secret XVI
The Special Formula That Creates
Super-Sized Bonus Jackpot Paydays

Whether you're sending out an ezine or an email, your goal is to get people to buy from you.

The way you convert people to sales is by using a simple formula:

special bonus + deadline = sales

In the early days of Internet marketing, I used 30-day deadlines to get my free bonus. That was
my deadline. 30 days.

I used that from my time in direct mail. But I didn't realize the Internet was different. So one
day I shortened the deadline to 20 days or something like that.

Low and behold, more orders came in.

So I tried 10 days. More orders came in. When I went down to 72 hours, orders went crazy!

At the Boulder Summit in Boulder, Colorado, I discussed my deadline tests with Stephen
Mahaney from Planet Ocean. Stephen said, “If you want to see even BETTER results, try
midnight tonight!”

I thought he was out of his ever loving mind. But I tried it. And he won. That's the power of
deadlines.

Here's another story I'll never forget.

104
A long time ago when I was first getting started in this business, I wrote freelance in the daytime
and did telemarketing at night to try to make ends meet. I had this job doing telemarketing for a
high-end dating service.

Our job in December was to call members and get 'em to buy a $20 ticket to our Christmas party.
The week before the party, we'd only sold TWO tickets. And this was to members who had paid
$2000+ to join!

Yet, they wouldn't pay $20 for a Christmas party. Amazing. So our phone room manager comes
in and lays the law down. He says “The next time someone asks how many tickets to the party
we have left, you say two....and I'm pretty sure Barbara is about to sell one of 'em. I could
barely get the words out of my mouth on the next call.

But sure enough. I said it. And the person bought. In only a few days we sold the party out!
And before, we couldn't get ANYONE to buy! That's the power of scarcity and urgency. That's
why we use deadlines.

Here's what you're going to do.

Each month you'll have ONE major promotion to your list. This will either be a NEW product or
it'll be a NEW BONUS you create specifically for the promotion.

From what I've read in the comments on my blog, most of my customers struggle to get out ONE
new product! So I'm sure at first the thought of getting out one new product every month or two
seems impossible.

But the first one is the hardest. It gets easier.

What's more, if you're selling affiliate products or you don't have a new product to sell, you can
whip up a tasty bonus for an existing product.

You'll send that to your list with a deadline between 72 hours and 7 days. I typically use 72
hours as a deadline. If sales keep pouring in, sometimes I'll extend the deadline. The risk in
doing this is people won't take your deadline seriously next time.

But that's the basic formula.

Do you extend the deadline? How long do you make the deadline? What type of bonus will you
offer? Those are your basic decisions.

I'm going to recommend you START by doing the following:

105
* Use special free reports as your bonuses. If you prefer audio or video, you can substitute
either.
* Begin by using 72 hours as your deadline and don't extend it.

CAUTION: When you're promoting to your customers over and over, you need to stick to your
deadlines. On rare occasion, you can extend your deadlines. But if you do that too often, you'll
train your customers NOT to pay attention to them.

What you want to do is the opposite: Train your customers to pay attention to your deadlines.

Secret XVII
The Secret Sauce For Your Email
Promotions – Revealed!

Let me present to you the secret sauce that makes your email promotions spit out tasty profits.

1. Subject line

The subject line of your email will announce the special bonus offer.

In the appendix you’ll read subject lines I've used successfully in the past to announce bonus
offers:

2. The title of the free report, video or audio

The title makes ALL the difference in the world. The single most important part of the bonus is
the title. Now, if your report or bonus doesn't live up to the title, your next promotion will flop.
So you need to make the bonus live up to the hype.

I'll tell you a funny story.

When I got started in the direct response marketing business years ago, there weren't many books
on our kind of marketing. So if you read a few of the insider books, it was like a code that let
others know you belonged to the club.

One of those books was The First Hundred Million by E. Haldeman-Julius

106
All the big name marketers talked about it in revered tones. The pitch was that he sold
100,000,000 books by describing each book by its title ONLY!

Granted, that's an interesting premise. And it definitely shows you the vital importance of titles.
I suppose in my day when you had like 6 decent books on direct response marketing to buy, it
WAS a big deal.

Today I read it and think it's interesting although not quite the big deal people made out of it.
Here are a few tidbits:

• Titles with the words “facts about” did good. People liked the idea of getting facts
• “Facts you should know about X topic” did good
• Titles with “made plain” or “made simple” did better than those that were introductions or
“for beginners”
• Titles that dealt with real life and stories about real life did well
• “The truth about” in titles sold well
• The Mystery of the Iron Mask sold 11,000 copies while The Mystery of the Man In The Iron
Mask sold 30,000 copies. So just a few words can make a big difference.
• The title Fleece of Gold sold 6,000 copies in 1926 while a change of title to The Quest for a
Blonde Mistress sold 50,000 copies. Same book!
• “Hints on” titles did good
• How to titles sold well

Here's a bit of trivia that just shows you the importance of topics:

• Harlot's house, and other poems (Wilde) sold 40,00 copies compared to 7,000 copies of the
Sonnets of William Shakespeare!
• A book about Thomas Paine sold 21,000 copies compared to one about Abraham Lincoln that
sold 13.500.

There you have it. The title makes a big difference.

3. Reason for offering the bonus

This can be a story about why you decided to offer this bonus at this time. In the past, I haven't
done a particularly great job of explaining the reason why I was offering a bonus. But just
yesterday I read actual research that proved explaining your reason for the special offer can boost
sales by as much as 50%.

In contrast, I've always felt Jeff Walker does a beautiful job of explaining the rationale behind
bonuses. Now that I've seen hard core research documenting the importance of the reason why,
I'll make sure include this element in future promotions.

107
In marketing we call this “Reason Why” copy. Tell people the reason why you're offering a
bonus and the reason why there's a deadline.

4. Bullet points

When you write the email offering the free report, you'll want to list at least 10 smoking hot
bullet points of what people will learn in the free report.

I have a whole chapter for you on how to write great bullet points.

5. The deadline

The variable here is the length of deadline. Initially, I recommend you use 72 hours. The reason
why you use deadlines is because it gets people to take action. Have you ever had something
you intended to do but never got around to it. Then you set a deadline and got it done?
Something maybe like doing your TAXES?

Deadlines create the fear of loss. By creating the fear of missing out on the bonus, you add an
extra emotional incentive to take action. I know I've found myself debating whether or not I
should order to get a bonus – even when I know and use the tactic. Still, I thought....man, what if
the bonus disappears? I really want to get it!

6. The call to action

This is where you ask people to take action. You always want to tell people specifically what to
do and what will happen after they take the action.

The next variable is the web page people go to WHEN they click. You need to add a special
offer box to the top of your sales letter. I'll show you how in another chapter.

Secret XVIII
The Real Secret Of Writing Smoking
Hot Subject Lines You'll Never Hear
Anyone Talk About...

108
The one thing that determines whether or not your emails get opened is your subject line.

If you’re going to advertise heavily, you need emails that bring in sales. No doubt about that.
And your emails won’t get anywhere unless you get ‘em opened.

Let's talk about how you write a subject line that'll get your emails opened and how to
IMPROVE your headlines continuously.

I'm not so concerned about the WORDS you use in the headline. Great words with the wrong
topic will get you dull response.

The key is to hit the hot buttons that your audience or market respond to.

Let me give you an example.

I sent out a few emails this week. One or two were on the theme of what it takes to get cash in
the door by selling products. At the end of the emails I gave a link to my blog where people
could comment. I didn't get that many comments.

But this morning I sent out an email about a practical way to apply “lifetime value of a
customer” to your business. The responses on my blog poured in. Now, I don't have a product
on that topic yet. So I couldn't judge response by SALES.

So I judged by comments on the email. And according the responses today, I'm on a hot topic.
Now I want to keep spinning a few variations of the topic to see if I can get heat it up even more.
If I become convinced I've hit a hot button or a sweet spot in the market, I'll consider creating a
report, video, podcast or interviews on the topic to sell.

The point is, the TOPIC of your headline makes a huge difference in response.

And here's the ABSOLUTE BEAUTY of my system. Honestly, a lot of people won't catch this.
They'll just skim right over it. But here it is:

You can create a special report or video on ANY hot topic and then include it as a bonus for
another product, even if it isn't on that topic. This gives you the FREEDOM to scan the market,
look for posts on forums that are going crazy, clever ideas in blog posts – or whatever – create a
free report on it and then use it as a bonus to BUY your product.

This is a breakthrough.

NO ONE DOES THIS.

I'm telling you. No one does this.

109
Now, I do think your free report should have a correlation to your main product or you'll have
refunds. But you get the idea. You have the freedom to find new, hot topics in the marketplace,
spit out a report, video or audio on it, throw it in as a free bonus and rock and roll.

And if you can't write or talk about it for 10 or 20 minutes, team up with a friend or someone you
network with who can. They do a bonus for you. You do a bonus for them. Or, if they want a
little free promotion for their web site, they'll probably do it.

Understand what I'm saying here – the secret to smoking hot subject lines is NOT the subject
line. It's the topic of the FREE BONUS you offer.

Now, you take that topic, spin it into a compelling benefit statement, stick it in your subject line
and NOW you're rocking and rolling. NOW you have something hot that'll get people to click
and buy.

Once you KNOW you've grabbed a tiger hot button by the tail, you can go to town on writing
your email. Here's a sample of what you'll peck out on your keyboard once you get a killer idea
for a freebie report:

Hey,

Check it out. The other day I blah, blah, blah and I ran across this idea about XYZ. It hit me like
a ton of bricks because of blah, blah, blah.

You can read the full story here: http://www.putyoururlhere.com

Anyway, I spent the last week researching the topic and you won't believe what I found out. Here
are just a few of the things;

* bullet one
* bullet two
* bullet three
* bullet four
* bullet five
* bullet six
* bullet seven

Now, I've written all these up into a neato little report called “The Secret to XYZ That Will Give
You Z Big Benefit. It's yours as a FREEBIE when you agree to give my new product a test drive.

Just go to: http://www.putyoururlhere.com

110
Here's how it works:

Just go to the link below and snag my new product before XYZ date. You'll get instant access to
my latest hot new report. And you'll enjoy the killer benefits of my new product also.

Best wishes,

Your Name

PS. That link to snag my new product and to get your hansd on my hot, new free report is:
http://www.putyoururlhere.com

Can you see how that email practically writes itself once you KNOW you've stumbled upon a hot
topic?

There are many subject line strategies. For the most part, I include a benefit or promise in my
headline.
So in the case above, I'd take the biggest benefit I could think of and put it in the subject line.
You know, that one thing that leap off the computer screen, grab people around the neck, yank
'em in and FORCE them to read my email.

So the subject line would be something like:

Hot, New Report Reveals The Secret Of XYZ Biggie Benefit

I've seen research that says short subject lines get clicked more. You could split test a short
version of the above:

The Secret Of XYZ Biggie Benefit

Most autoresponder services allow you to split up your list and send one subject line to part of
your list and another subject line to the other part. This is the scientific way to know what your
audience responds to.

However, if you're emailing your customers 3 or 4X a week or more, you'll figure it out anyway
because you'll have a trail of clicks to look at in AdtrackZ Gold or whatever program you use to
track clicks.

You can even just use the default click tracking most autoresponder services have built in. Just
by scanning emails and looking at the clicks, you'll be able to spot the emails, themes, subject
lines and email lengths your audience responds best to.

But my theory is to mix it up.

111
I think short or long, people get bored easily. Hit them with all of it!

For the above free bonus, you could try:

* New freebie bonus

* Hot, new bonus
* The Secret
* Xzy short benefit
* Hot, New Free Report Reveals....
* Announcing a hot, new report on XZY topic.

All of those have a shot at working. Interestingly enough, I saw research the other day that
showed boring subject lines out-pulled sexy ones. So don't assume you need something hard
sell.

But I want to go to back to my key point.

The MAIN secret of subject lines is the TOPIC. People have hot buttons. If you hit the right hot
button, they WILL open their email and read it.

How do you know the hot buttons?

You read the blogs. You participate in the forums. You become one of your target market.

My favorite way is to ask people to COMMENT on my emails on my blog. I can tell by the
number of comments and the nature of them how hot a topic is.

To go back to my example from today, people commented like crazy on this topic of “lifetime
value of a customer.” This is a fairly advanced topic. Normally I target my emails at beginners.
So it makes me think I need to try more emails on advanced topics and see how my market
responds.

Another issue on subject lines is creating URGENCY.

You need to start a COUNTDOWN on the bonus.

So if it's a 72 hour bonus, you'll want to send a 48 hours left email. Maybe a 24 hours left email.
A 6 hours left email. And last chance.

You don't want to go to this well too often. That's why I recommend you only do it once a month.
Too often and people will tire of the tactic, just like ANY tactic.

112
When you're counting down to the end of the free bonus, you'll put the URGENCY in the
headline in what’s called a “Johnson’s Box.” I have a separate chapter on this shortly. But you
put the urgency at the top of your sales letter:

* Only 24 hours left to grab XYZ report

* The secret goes away in 8 hours
* Final chance
* Last chance to grab XYZ freebie

Monitor the emails you respond to and see what types of urgency cause YOU to take action.

The number of urgency emails you send is another variable. If response is pours in like crazy,
you might add one or two more emails. And vary the send times.

I normally send big promo emails on a Tuesday morning.

I like to get mine out around 8:30, when people are checking their emails. That's the time I want
it delivered. If there's a one-hour delivery delay, I'd send it at 7:30 a.m. my time.

That means I'll send an urgency email Wednesday morning. But I might go ahead and drop one
in the email Wednesday night also. I might do it around 5:30 p.m. so when people are getting
home from work. Or I might send it at 9 p.m. A lot of people stay up late at night puttering
around on the Internet.

You'll get better results if you have a countdown timer on the TOP of the landing page that
matches the deadline you're promoting in your emails. This adds to the sense of urgency.

I talk about this more in another chapter.

Here's a SECRET, devious method for coming up with free bonus ideas that'll make your subject
lines POP!

What you do is look around at the products that are smoking hot in the market at the moment.
Then you create a free report on one of THOSE topics! For all those people who were thinking
about buying a product on that topic, but they didn't want to spend the money, they'll definitely
think about snagging your product.

Why?

Because they get that other hot topic for free with YOUR product!

You can't bury your head in the sand like an ostrich. You have to be aware of your marketplace.
What are the new Tipping Point ideas coming down the pike?

113
I talk about this elsewhere. But I'm going to hammer on it again: If you haven't read the book
Ready, Fire, Aim by Michael Masterson, I just can't possibly articulate what you're missing!
Beg, borrow or steal to get a copy of it! And if you read it once and don't think it's totally
brilliant, you need to read it again and again until you get it!

The reason I say this is Michael does a masterful job of explaining the prime importance of
making Tipping Point ideas a part of your business.

It's about being aware of the TRENDS in the marketplace.

What ideas or concepts are grabbing the mind of the market? These are what you turn into
bonuses, reports, and videos.

Secret XIX
How To Create Your Bonuses

You don't have to write or create your bonus reports yourself.

You have options:

1. If you have a friend with some scoop that'd make a good bonus, call him or her on the phone,
do a 15 or 20 minute interview, have it transcribed, drop it into Open Office and you have a
bonus report.

There's a service called FreeConferenceCall.com. They'll record the call and provide you with a
wave file.

It's important that you build up your base of friends and associates who can hop on the phone
with you to create bonuses. That way, if you run across a hot idea, you can dial up a few friends
and see who can chat with you on the phone about it for 10-20 minutes and create a bonus.

Once you do the call, you can send it off to an elancer (Elance.com) to get it transcribed.

2. Hire a writer to do it for you

114
Go to http://www.getafreelancer.com. or Put out a bid to have your special report written. If
you compile the information for them or record your ideas on an audio file you can send them,
you'll have a better chance of getting what you want.

3. Create a screen capture video

You can use Camtasia or Camstudio to record video and audio of a Power Point presentation.
All you do is fire up Power Point, select the recording area and talk as you flip through the
slides.

This is a very easy way to create a nice bonus. If you can do a Power Point presentation, you can
create an attractive free bonus.

I’ve used teleseminars, screen capture video, audio, checklists and anything else I could conjure
up as bonuses. This is where you have room for INNOVATION. Look around at what’s hot,
trendy or cutting edge. See if you can get an idea from those things as a bonus.

How To Create Bonuses That Will Rocket Your Sales – No Matter

WHAT You Sell – Even If You Aren't In The Info Product Business Or
Sell A Service

This chapter alone will pay you back the price you paid for this product many times over if you
use it.

It's truly one of the most profound lessons in marketing you'll EVER learn.

Not all my customers are in the information business. You may sell a service or a physical
product. You can STILL use bonuses.

For my example, I'm going to tell you how an NBA basketball team with a losing record did it to
sell tickets when tickets were hard to sell.

I'm going to borrow another case study from the book Ice To The Eskimos by Jon Spoelstra. It's
an outstanding book you 100% should read.

As President of the New Jersey Nets NBA basketball team, he had to sell tickets to games.
Problem was, the Nets had only won 26 of 82 games. He had to ramp up ticket sales for a team
with a terrible record.

He did it by creating a totally unrelated FREE BONUS!

115
That's right. The free bonus had NO relationship to the basketball games. What he did was
contracted with 3 top motivation speakers to appear at a game at 5:30 and talk for around an
hour. He got Tom Peters, Harvey Mackay and Lou Holtz.

He had to pay the speakers $40,000 each. So his cost was $120,000.

If he sold 733 of his downstairs seats at $54.50 each, he'd break even.

The pitch was that a corporation could take their folks to hear a top motivational speaker and
then stay to see a basketball game! The speaker was the free bonus. They didn't have to pay any
extra to hear the speaker.

On his first sales call, he sold 750 packages for all 3 games @ $163.50 each. That was
$122,625. Then another company bought $70,000 of tickets. They sold out all 3 games!

So even NBA teams can package in FREE BONUSES to make sales.

But that wasn't the only time Spoelstra did this.

Interestingly enough, before Spoelstra got there, the Nets had tried to sell tickets by discounting
them by up to 80%. But something that people don't WANT doesn't sell better by selling it
cheaper. Instead, Spoelstra sold tickets for full price but ADDED IN BONUSES.

For example, if you snagged the 5-game package, you got a free gift with each game – a Nets
basketball, a Nets cap, a Nets poster, and so on.

He also added special attractions to the games – The Famous Chicken, the Bud Light Daredevils
and other things. As Spoelstra describes it, he just kept heaping on things to create an offer the
fans couldn't refuse.

They raked in $1.5 million in sales and sold 12,000 of those bonused-up 5-game packages. (See
page 206 of the book for the full story.) So instead of cutting prices by up to 80%, he spent only
5% on BONUSES that added value and moved thousands of tickets that nobody wanted
originally!

Crazy Bonus Sells Tickets For Baseball Team

Spoelstra consulted for the Hawaii Winter Baseball League. The problem was, only 100 season
tickets had been sold. And that was a fraction of what they needed to sell to break even or make
money.

116
No one really cared about watching this baseball team. But what they DID like was picnics.
Picnics were huge. Which gave him an idea for the most out-of-the-box free bonus I've ever
heard about!

For your $25, you got all you could eat and drink PLUS a nifty Honolulu Shark's baseball cap.
They paid $7 for the food per person and $1.73 for the baseball cap. In other words on a $25
sale, their gross profit was $16 ($25-$9).

The tickets normally only cost 6 bucks. But not many people wanted 'em. The path to sales was
INCREASING the price and giving people something they wanted – picnics!

In this case, you could call it a bonus but not a free bonus in that they charged more.

Why Small Tweaks Make A Huge Difference

Here's the thing: Before Spoelstra got there, the Hawaii Winter Baseball League had tried selling
tickets with a package deal.

Here's what they tried – a one buck a game discount if you bought a package of 6 games.

The problem is, this didn't increase value. Here's what Spoelstra did in another package:

1. He increased the VALUE of the offer

2. The 5-game package included ONLY weekend games because families preferred that.
3. He added in a free Little League baseball bat
4. You got a Hawaii Winter Baseball League baseball

The baseball bat would cost 15 bucks to buy retail but he only had to pay $3.50 each by buying
in bulk. The baseball would cost 7 bucks.

To sum up, for your 30 bucks you got tickets to 5 games on the weekends plus $22 of baseball
stuff.

Here is how Jon Spoelstra describes the magic he works:

“It's taking a product nobody wants and repositioning, reshaping or reconfiguring it to make it
something that a buyer can't refuse.” He says that he boosts value by borrowing value from
established products. He contends it's cheaper to ADD VALUE than it is to lower price.

What you should learn from this last example is how you PACKAGE your offer DOES matter.

There are 3 factors in marketing:

117
1. The list or the media you advertise in
2. The offer
3. The creative or the advertising message or copy

What Spoelstra excels in is shaping the OFFER to make it truly irresistible.

How To Sell Thousands Of Tickets You Normally Couldn't

Give Away Using Hamburgers As The Bonus!

Here's another incredibly creative bonus offer he came up with.

He created White Castle Family Night every month.

For $39.95 plus postage, you got:

* 4 tickets to a Nets game with a value of $16 each

* 4 meals at White Castle (12 hamburgers, 4 fries and 4 cokes)
* 1 Nets basketball
* 1 Nets cap

In other words, you got over $100 in value for only $39.95.

They gave White Castle 10 bucks for each food coupon that was USED, 2 bucks fors the
basketball and a buck for the cap. So they spent $13 and got to pocket $27 per package.

They sold THOUSANDS and thousands of those packages! Oh, by the way, this was to the
Nets/Clippers game that normally they wouldn't have been able to GIVE away!

Secret XX
How To Use The Formula To Sell
PLR Or Affiliate Products

One of the topics that came up on my blog when I asked people to post their sticking points was
the issue of selling PLR or affiliate products.

I want to talk about this.

118
I'm a HUGE advocate of creating your own products. I just believe that long term it's the way to
go.

But there's a real argument to be made that the FIRST thing you should do is figure out HOW to
sell a product or service to your market.

And you do that by promoting affiliate programs. Certainly, if you can't sell a proven affiliate
product, you won't be able to sell your own.

You follow the SAME steps to get people on your list as you would if you were selling your own
product.

You have a squeeze page. You offer a free ebook or report in exchange for the email. You send
follow up emails, webinars, teleseminars and so forth that get people to buy.

This is ALL explained in excruciating detail in my Promo Dashboard.

I even cover how to send emails that offer free bonuses with a deadline.

But there are a couple differences.

Obviously you if you're an affiliate you can't put a Johnson's box at the top of the sales letter. So
you tell people to email you their receipt and you'll send back their bonus. You have to check the
terms of service of whatever affiliate program you're promoting and make sure this method is
allowed.

But other than that, the ADVANTAGE of promoting affiliate products is you can TEST different
products in your emails to find out what's HOT with your target market. That info is extremely
valuable.

You learn how to put together your list just as you would with any other method.

And you get practice in CONVERTING your affiliate offers to sales.

You get to practice making screen recordings, teleseminars, webinars and all the other tricks to
get people to buy. Oh, and you get to practice finding people to interview over the phone for free
reports.

People always ask: Should I create my OWN product or promote AFFILIATE products?

Do you understand that you do BOTH?

Step one: Get people on your email list

119
Step two: Send out content and promos

Step three: Promote your OWN products in your ezines and content emails as well as
AFFILIATE products.

This is NOT a case of one or the other. You get people on your email list and then do both.

Problem solved.

Secret XXI
How Do You Create Promotions If
You Can't Write?

If you don't like to write or you're not a good writer, RELAX!

One of the great things about this business is they're many ways to accomplish the same
objective or end result.

There are several ways to solve this problem:

1. Audio postcards

The Instant Audio service allows you to record and send out audio postcards to your email list.
This way, you can still send out content, pitches or promotions without having to write. You pay
for the instant audio service monthly. If you prefer to avoid monthly fees, check out the Sonic
Memo software. It's not quite as simple as instant audio but it does save you the monthly fees.

2. Blog method

The blog method breaks a sales letter or sales process down into chunks you deliver a bite at a
time. Instead of writing a long sales letter, you post a lot of the same elements in smaller chunks
that are easier to write.

3. The teleseminar method

120
If you have a product with a price tag that's above the impulse factor of your market, then you
can hold a teleseminar and do your pitch there. To learn how to do teleseminar pitches, just hop
on one of many teleseminars that sell stuff! Nothing like learning to do it by observing.

4. The podcast method

If you're good at talking, another option is to record podcasts and post them on your blog.
There's nothing that says you can't sell via audio vs. print. You can even have your podcasts
transcribed and post the transcript also.

5. The video method

You can use Camtasia or Camstudio to produce online videos. What most people do is create
slides in Power Point (or the equivalent in Open Office, a free program). Then they turn on
Camtasia and record the audio in sink with the slides.

If you don't know how to set up blogs, podcasts, video or teleseminar, no worries. In my Promo
Dashboard, I walk you step-by-step through how to do all of it. Just follow the instructions and
you'll be up and running in no time.

Now, you know several ways to overcome the lack of writing skills. However, I still advise you
to learn how to write. Take classes online. Buy books. Practice daily. Get good at it.

In the meantime, do audio and video.

Secret XXII
How I Come Up With Promo Ideas
For Emails and Bonuses

One of things you'll be doing is coming up with a lot of ideas for emails and bonuses. This is the
FUN part of the business. You get to be creative and find out how your customers respond.

You will send out regular ezine issues or content emails. Your ideas for those come from
knowing your market, participating in forums so you know what's on people's minds and reading
blogs in your market.

121
But WHERE do you come up with ideas for sales emails? These are emails that offer a special
bonus if you respond before a deadline?

1. Look for posts in forums that have large numbers of views or comments.

These are obviously tapping into a hot topic. Most forums allow you to sort posts by views or
responses.

If you don't know the forums in your target audience, try: http://www.big-boards.com. You can
also search Google for “forum and niche”. Replace the word niche with the name of your target
market.

After you find the hot topic in a forum, you create a bonus report, video or other item based on it.

2. Look for blog posts with high numbers of comments.

Most blogs allow people to comment on posts. Look for posts with lots of comments.

3. Questions and comments from customers

Your customers will often ask if you have a product on such and so topic. You take that topic
and turn it into a bonus.

You can also look for common questions from customers and turn the answers to those questions
into a bonus.

4. Tipping point ideas

I talk in other places about the logical progression of ideas and tipping points. You look for an
idea that's heating up in the market. At the time I'm writing this, the idea of creating blogs and
flipping or selling them for cash seems to be gaining momentum in my market.

I know this by watching the activity on forums. So I could create a bonus on that topic.

5. Magazines

Look at trade magazines, newsletters or other publications in your market. Keep your eye out for
headlines that grab your attention and make you want to know more.

There's probably a good seed idea for a bonus there.

6. Ezines

122
Subscribe to ezines in your target market and on topics related to your field. Look for new ideas,
cutting edge topics or things that seem to be getting hot. These make nice bonuses and possible
products in the future.

7. Youtube and other video sites

Just as forums show you the number of views and comments, so does Youtube.

Your goal is to find a video that in the last 30 days has racked up significant views or comments.
Of course, Youtube can be gamed or fooled by bots. So make sure the topic fits in with what
makes sense in the overall context of your field, industry or market.

You should start seeing themes among forums, blogs, and Youtube.

8. Facebook GROUPS

One of the cool things about Facebook is tons of people start groups. Join these groups in your
target market and look for the threads or posts with high responses and comments.

Here's the KEY to what I'm saying:

The demand and interest is NOT in your head. The creativity, the demand, the desires are out
there in your target market. So you have to go out and SEE what people are reading, viewing
and commenting on.

That's your free multi-million dollar research lab.

9. Track Twitter posts, conversations, and themes

Look at the people you follow on Twitter. Look at the topics of conversation. You should
consider setting up a Twitter account JUST for your customers. That way you can follow THEIR
conversations and gain insight into what they're saying.

If you're running a business with a bit of scale where you can afford an employee or freelancer,
then have someone COMPILE the research above for you on a weekly or monthly basis.

Have them turn in a HOT TOPICS report that covers the hottest threads, blog posts and group
posts in the past 30 days, summarized in an Excel spreadsheet.

It's absolutely CRITICAL that you stay current and topical. Keep looking for those Tipping
Point ideas. Otherwise, over time people will start ignoring what you have to say.

123
Let me give you a practical example based on what I've just said. Notice how I pointed out using
Facebook and Twitter to get ideas from. These are newer ideas. I'm bringing current technology
in vs. talking about the same things I did five years ago.

Secret XXIII
How To Feature Your Bonus and Deadline At The
Top Of Your Sales Letter In A Modified “Johnson's
Box”
You want to create continuity from your emails to the sales letter.

In other words, when you offer a bonus with a deadline in your sales letter, you want to carry that
theme through to the landing page or sales letter.

I found that when I just offered a bonus without recapping the bonus and deadline on the sales
letter, our special bonus offers didn't work nearly as well.

That's why I started putting a box at the top of the sales letter on the landing page that recapped
the bonus and the deadline.

Marketers call a box above the headline of the sales letter a “Johnson Box.” It harks back to old-
time direct mail methods.

You can call my little boxes at the top of the sales letters Johnson Boxes for the web.

One thing that comes in handy is a countdown timer that will countdown to the exact hour the
bonus offer ends. This adds extra urgency.

I get most of the handy dandy scripts we use from http://www.dynamicdrive.com

When you send out your monthly emails offering a NEW free bonus with a deadline for
ordering, you'll want to place the special offer at the top of your sales letter above the headline
for emphasis.

In the trade, we call this a “Johnson Box”. Frank Johnson used the device in letters he wrote for
the American Heritage.

Here are a number of examples of how I put our special promos in Johnson Boxes at the top of
my sales letters:

124
You can see on this
example that we created a
little blue box with the
“Limited Time Bonus
Offer.” However, there is
no countdown timer or
hard date. This one just
offered the bonus to the
first 50 people, which
doesn't create as strong
urgency as a specific
deadline.

Here's another one:

125
Alright, now you've seen a number of Johnson boxes.

The PURPOSE of these is to CARRY your free bonus offer through FROM your email TO the
web page. This gives your special offer continuity.

I found out that when I did NOT do this, the offer wasn't NEARLY as effective. I highly
recommend this method.

The question always comes up about how closely you stick to the deadlines.

While I have extended deadlines before, it isn't recommended. Because you'll train your people
to NOT respect your deadlines. At the same time, I'm human. If money is pouring in or if there
are bills to be paid, it's hard to shut it off.

If you do, then the next time you send out a deadline offer, your customers will JUMP!

126
 Secret XXIV
Learn the Time Tested Formula for
Sales Messages that Haul in
Supersized Bonus Jackpot Days

I'm going to talk quite a bit about how to create sales messages or advertising that gets people to
buy.

That's because to create your own Supersized Bonus Jackpot Paydays, you've got to sell.

In the classic book on copywriting, How To Write A Good Advertisement Vic Schwab talks about
the 5 fundamental steps that a good advertisement follows:

1) Attract the readers’ attention

2) Show them the benefits of using your product
3) Prove to them that what you’re saying is true
4) Convince the readers that they need the benefits that your product offers
5) Call the readers to action!

This is a very basic sales formula. But it's a nice skeleton to begin your understand of how you
get people to spend money with you.

Nothing happens in business until someone buys something. So one thing you've gotta get really
good at is the sales process.

You start by getting the reader's attention.

What’s the most basic (yet essential) way to get attention? By having a powerful headline!
People judge what they’re going to read solely by reading the headline. If it doesn’t appeal to
them, they will not read on.

Everyone loves to see “what’s in it for them” and all the benefits that a product will give them.
But sometimes it can be more effective to focus on how a problem or a negative aspect of
something can be remedied by your product. And the risk of losing something can sometimes
pull harder than potential of gaining something.

127
Schwab teaches two ways to lay out your design to attract attention (this can be applied to
printed copy, and even your website):

1) Having an over-the-top layout with extravagant colors, eye-catching fonts and type-sets,
and other visually-exciting characteristics

2) Having a very personal, simple design - a more personal look increases readership

Once you’ve got the attention of your target audience, it’s now your job to show them the
benefits of using your product. How will their life be better? Keep them interested and get them
to read on. By showing them what your product or service will do for THEM, you increase their
likelihood of reading further.

There are so many appealing benefits that you can focus on:

1) Healthier lifestyle
2) Making more money
3) Increased popularity
4) More comfortable lifestyle
5) More leisure time
6) Improved appearance
7) Financial security with age
8) The envy of others
9) Advancement in the social, as well as business, community

Notice the similarities with John Caples’ appeals. I put an asterisk next to each benefit that
Caples also talks about. Hit one of these hot buttons and you’re sure to strike a chord with many
potential customers.

Next you need to prove your case. Why on earth should they believe a person who they darn well
know is pitching a product to them? Schwab emphasizes using the facts of your product or
service to up the credibility factor. Why do you need them? Schwab states it best himself when
he says, “You need them in order to create and justify conviction; and you need conviction in
order to create and justify sales.”

In all truth, people are looking for an excuse to buy from

you. But they need justification. And if you can convince the customer that buying your product
is justifiable, you will greatly increase your chance of selling to them. But what kind of “facts”
should you get? Just ask yourself these questions:

1. How is your product is made?

128
2. What kind of quality materials is your product made of?
3. How long have you been in business? (longevity is a great credibility booster)
4. What kind of experience do you have in the field that you’re in?
5. How effective is your product at doing what it is meant to do? (reliability, speed of use, ease
of use, etc...)
6. Who uses your product? Anyone of merit that would be worth mentioning in your copy?
(celebrities for example)
7. Have you received any awards?
8. And if you’re selling only to people in a particular geographical region:
9. Do you have any testimonials from local people who have used your product? If so use them!

Use these facts in your copy to prove that what you’re saying is true.

In order to convince people that they need the benefits that you will provide to them, you not
only need to inform them of the benefits of using your product but also what those benefits will
do for them.

a) so if a benefit of using your product is, “you will be able to achieve worldwide distribution for
your rock band,” you would want to elaborate on that by explaining what that benefit will do for
your reader.

For example: “you will be able to achieve worldwide distribution for your rock band so you
won’t have to sign your life away to a heartless record company. They will take up to 95% of the
profits that you make without a second thought... etc... “

Another way to increase your customer’s conviction that they need your product is to hit them
with the opposite tonality during your close.

That sounds complicated, but it really isn’t. It just means that if your copy is generally positive in
nature, the close will hit on the negative points and what they may lose if they don’t purchase.

And vice versa - if the main tonality of your copy is negative, hit on the positive things that they
may potentially receive if they purchase your product.
And finally, you must call your customers to action. Most people shy away at this point of the
close. They basically emit the feeling, “So if you want to... you can buy.” That won’t work!

You have to call for the immediate purchase of everyone reading your sales letter! By now you’ll
have done a good job of convincing them that they need your product. Now tell them how to get
it!

You can entice your customers to immediate action by:

1. Offering a solid, unique guarantee

129
2. Applying a time deadline to your offer (offer is only good until X date/Y time)
3. Limited run (when you only manufacture a certain number of products)
4. “The price will be going up soon”/”the price is down at this point in time” (but always give a
valid reason for the discount/price increase)
5. Added bonuses for buying now
6. Remember that every section of copy should be intriguing enough to get the reader on to the
next part. So the job of the headline is to get the reader to read the opening paragraph. And
that paragraph’s job is to get the reader to read the next, and the next, and the next, and so on.

As good as this basic formula is, there's something more basic you need to understand. It's called
creating “perceived value.” And the basis for that is “differentiating” your product or service.

Secret XXV
The Power Of UGETS

LIn the next section, you’ll find out that one of the key elements of ideas that Tip is their
messaging. What’s the message and how is it presented?

One of the messaging tools I use is called “ugets.”

Let me ask you a question:

“What’s your offer?”

You want someone to be on a conference call and let you interview them?

You want your banner on a web site?

You want someone to promote you on an affiliate basis?

You want someone to promote you to their list?

You want someone to join your list?

What’s your offer? The offer is the “you get.” Here’s what you get.

130
Join my list and “you get xyz.”

Promote me on a teleconference call and “you get xyz.”

Do this and “you get.”

You’ve got to be a master of the “you get.” For simplicity, I’ll refer to this as “youget” or “uget”
for short. The offer is the UGET. Other marketers call this WIFM or what’s in it for me.” Or
better stated WIFU…what’s in it for you?

An Easy Way To Get Ideas For Your Free Offer

Go to any search engine.

Search for:

1. Free report

2. Free ecourse

3. Free white paper

4. Free bonuses

You’ll see the things OTHER marketers use to get people to join their mailing lists. But it all
boils down to UGET.

Now, if people aren’t joining your list, or they aren’t responding to your JV offer, or they aren’t
signing up as your affiliate, what’s the problem?

Your UGET isn’t strong enough or relevant enough to them. Maybe you’re loading on a bunch
of ugets that they don’t care about.

Or maybe you need to PROVE your ugets have value. People are really skeptical. They may not
believe your ebook or ecourse has value. You have to prove your UGET has value.

You can list bullet points that are in it. You can show a cover that is hot looking. You can give
testimonials. You can have endorsements by experts.

Don’t assume that because it’s free people will want it.

TONS of information is free on the Internet.

131
You have to sell your uget.

Practice making ugets every day. “Do what I want and here’s what UGET.” You’ll find that the
best marketers are VERY creative in making ugets. In coming up with offers.

SECRET: Create UGETS people haven’t heard before

People quickly get bored and tired of the same old, same old ugets. You’ve got to be creative.
Come up with a fresh uget they haven’t heard before.

If all your competitors offer a free report, your uget can be a FREE KIT. Now that is something
they don’t have. They have reports. Lots of ‘em but what’s this free KIT thing IGET.

For you, it’s a UGET. For THEM, it’s an IGET.

Let’s say your competitors all then start offer free kits as their ugets. What do you do? You craft
something NEW.

Say to yourself, “I will do a new UGET.”

So now, you offer a FREE SELF ANALYSIS. People are now loaded up on free kits. They got
free kits out the wazoo. But now, THEY GET a free analysis.

You have ugets, igets and theygets.

What do THEYGET that the DON’T GET from anyone else? Let your creative juices flow.
Make your UGET more attractive than other people’s ugets. One way to do that is by making
sure it’s more relevant to what THEY WANT.

Relevancy is very key.

And uniqueness is key. You'll hear me talk more about uniqueness later on in chapters about
“differentiation” and “innovation.” Realize when we talk about those things that it all comes
back to UGETS!

Relevancy + uniqueness = response

If you aren’t getting a response, your uget isn’t strong enough or it’s the same as everyone else’s
uget.

Now, once YOU GET people to join your list, now you got TOGET them TOBUY. That’s your
2GET and your 2BUY.

132
How do you create your 2buy? The secret of the 2buy is again in the theyget. What do theyget
when theybuy?

See?

It’s all about the offer.

What do theyget?

So let me sum up here.

1. You find a group of people

2. You find a media that reaches them

3. You offer a freebie UGET

4. You get them to buy with an irresistible UGET

There’s this book I really like called The Goal by Eliyaho M. Goldratt. He calls the uget offer a
MAFIA OFFER.

That’s an offer YOU CAN’T REFUSE!

If people aren’t joining your list, promoting your products or whatever, you need to come up
with a mafia offer.

Goldratt is one of the seminal thinkers of our generation. His book It's Not Luck is an absolute
masterpiece. Not exactly a quick read. But amazing, crystal clear thinking. I own 50 or 60
videos by him.

How To Get Started

One of the biggest problems people have is getting started.

Here are some steps for you:

1. Go to http://www.ezinearticles.

Look there at all the topics. See if one of those stands out to you as something you HAVE
passion about or you COULD BE passionate about.

133
2. Go to the web sites in that area

3. In exchange for joining a list, are they offering ecourses? Free reports? Free ebooks?

4. Are they selling anything?

5. If they are, what are the ugets?

6. Is there some UGET that is noticeably absent?

7. Do you see links to any online forums that cover these topics?

8. If so, in the forums, what web sites are people promoting?

9. What are the ugets on those web sites?

10. Write out what you want people to do and what “THEYGET” for doing it. What’s in it for
them? What are the advantages to them for doing it?

That should be enough to keep you busy for awhile.

But Marlon, I Already Have My Target Audience

If you already know your target audience, then you STILL do the above steps. However, what
you do that is different is you compare YOUR ugets to all the other ugets you see.

Are your ugets:

1. More relevant

2. Unique?

If not, you have work to do.

How do the web sites and other marketers PROVE the value of their ugets? Or do they? Do you
offer BETTER PROOF of the value of your ugets?

Finally, while you’re over there at ezinearticles.com, look around and see if you have a lot of
articles in there.

If you don’t, why don’t you?

134
I’m guilty. I’m getting my tail end right now and getting some articles out. It’s FREE lead
generation. FREE MEDIA.

No cost.

You write.

They publish.

Webmasters pick up the articles, put them on their web sites and you get FREE ADVERTISING.
Free inbound links for your search engine optimization.

I hope this chapter has opened your eyes to the power of UGETS. These are your key to
conquering multiple territories if you're so inclined. But more importantly, these are what you
use to create Supersized Bonus Jackpot Paydays.

135
 Part II
Innovation

Part one of the formula is to advertise and promote heavily.

Part two is to innovate new products, promotions and ideas.

136
 Secret XXVI
How to Use Set to Spot Trends and
Spin Your Own Tipping Point
Products, Promotions and Ideas

It's called SET.

This is your hidden passkey to finding TRENDS that can become Tipping Point ideas for you.
Changes in SET factors create product opportunities.

I’m borrowing this idea from the book Creating Breakthrough Products by Johathan Cagan and
Craig Vogel. I’ve read a LOT of books on creativity and how to come up with new products.
This is one of the only ones I recommend to you.

If you’re having problems getting product ideas or finding “on target” ideas, then check this
book out.

The main idea I want to share from it is called SET.

S = Social Trends

What are the social trends related to the field or area you're creating products in. Let' me give
you an example from my market – Internet marketing. In past years, everyone met up at a
number of seminars conducted during the year.

This is how people socialized.

However, in the past year, there's been a big drop off in the number of seminars. This means one
of the social trends is less interaction in person and perhaps the feeling of isolation.

137
There's also an influx of Facebook and other social networking sites. Facebook has made a big
impact from what I've seen.

Then, there's Twitter, which allows more 1-to-1 and 1-to-many communications. These are
several HUGE social trends and shifts. Now, in real life, you want to drill down even more into
the trends. I'm giving you a broad stroke treatment here.

But you want to write down EVERY social trend that impacts your business and the category in
which you sell or desire to sell products and services. Every time you see something in a
magazine or paper about a social trend related to your market, SAVE it. Ditto for web sites.
Copy and paste any tidbits you run across into a folder or some other place where you can access
the info.

If the price of gas goes up or down, that changes how people travel and interact. How much time
people spend on the Internet has an impact on my business, so I note that. Books that break
through the mass consciousness make a difference.

In my market, the four hour workweek certainly got wide readership. So you take note of that as
a Social Trend.

In the current recession, some kids are moving back home with their parents. People have family
members losing their jobs. All those things go into Social Trends.

E = Economics

Here's another biggie. What is the perception people have of their discretionary cash? That's the
point of this one. In the current recession, with people being laid off and so forth, there's a
feeling of less discretionary cash or income.

That changes how people spend their money. So you take note of ANY economic trends or facts
that impact your target market.

T = Technology

What changes in technology are happening?

For my business, the iPhone and improved web browsers will create opportunities for mobile
marketing. No doubt about that one. There are breakthroughs in wireless Internet speed that will
happen over the next year. Of course, streaming video has made a huge difference. And we'll see
the web go to even more video eventually. And become more of a visual medium.

138
What you DO then is take all the Social, Economic and Technology trends and look for an
emerging trend or pattern that YOU see and others don't!

Let's brainstorm on what I've typed above for my market.

– People are congregating on Facebook

– They're going to less seminars
– They're talking to each other on Twitter
– They've read 4-hour work week
– They may have kids moving back home
– They have someone in their family unemployed
– Mobile marketing is on the rise
– Video will just keep getting bigger

What product idea does this create if you look at all these factors as a WHOLE?

Let's see. Mobile Marketing and Twitter fit hand-in-hand. Facebook and video fit together.
Twitter and Facebook integrate with each other.

So it's something about Twitter, Facebook, video and Mobile Marketing and how they ALL can
be used together or fit together. A few ideas:

– Mobile marketing in 4 hours a week: How to combine Twitter, Facebook and your Mobile
Phone Into a Marketing Machine

– How to Do Mobile Marketing In 4 Hours A Week

– The 4 Hour Mobile Marketer – You're only 4 hours away from getting new customers using
Facebook, Twitter and your mobile phone

The other thing I could do is make sure to include the above ideas and topics in new products I
create.

Here’s a GREAT tool to help you spot trends. It’s called Google insight.

http://www.google.com/insights

All you do is type in your topic and Google will give you an instant breakdown of what’s HOT
concerning it.

139
 Secret XXVII
The 5 Key Factors for Your Sales
Letters I Learned From the Diffusion
of Innovation

I have a secret “Cheat Sheet” I keep in front of me at all times, taped to the side of my computer
where I can see it. It has different multi-colored boxes on it with all my formulas.

It IS what I look to for guidance when I write sales promotions. That single sheet of paper has
sold a LOT of products for me.

What you’re about to read is one of those formulas. However, I’m going to discuss this in the
context of product creation, not promo writing.

One of the most insightful books you'll ever read with huge implications for marketing is called
Diffusion of Innovations by Everett M. Rogers. Now, this isn't a book for newbies. You know, if
you're brand new to this Game, read basic Internet marketing products.

But if you're looking to move beyond the basic, this book has at least 100 great ideas in it.

What the book says is that innovations spread or diffuse according to certain patterns and factors.
The book is based on a great deal of long term scientific research.

140
If you get the book, read about the “Miracle Rice In Bali” on page 50 and the “Hybrid Corn
Study” on page 55. This is elaborate, long-term research that documents how innovation
spreads. The book really has so many profound things to say. I’m just going to cover on a few
that have very high relevance to the idea of Tipping Point product creation.

But here is a little chunk I took away from it that I use in creating new products and writing sales
letters. There are 5 factors that are absolutely critical:

1. Relative Advantage

What is the advantage of the innovation (substitute the word product) compared to the existing
alternatives. In other words, there has to be a clear-cut advantage. And you have to spell it out
to your potential buyers.

A lot of what goes on in Internet marketing centers around relative advantage. This method
makes a million in hour. But this other method is simpler. Another method uses free methods
that require no money.

It's a battle of who has the method with the greatest advantage. Of course, marketers never seek
a fair comparison. Perception is everything.

Is your Relative Advantage easy to communicate and understand? If you have to take 2 or 3
minutes to explain your idea, it's too complex. You’ll find a LOT of people can’t explain the
advantage of their product or service simply and clearly.

My product The Red Factor had this problem a bit. I thought the benefit was clearer than a bell.
But to my buyers, the advantage to them wasn’t crystal clear.

2. Compatibility

Is the innovation compatible with existing belief systems and values of the potential buyer?
What this means is that you need to show how your product fits in with what the potential
customer already believes and what they own. If you do that, there's a greater likelihood your
product will catch on.

In Internet marketing, this means you say things like, “This will work with product launches,
Mass Control sites and Butterfly sites.” See, you show it's compatible with those things. That's a
lot better than to say it replaces those things. Because then, anyone who has invested money or
time in setting those other methods up will feel turned off.

3. Observability

141
Can the potential buyer observe the advantage firsthand? The more you can visibly SHOW the
results and the impact, the greater the chances the innovation (product) will spread and become
popular.

I'll give you an example of this from what is called the “seduction community.” There's a guy
named Mystery that has a TV reality show called “the pick up artist” where he teaches loser guys
how to meet girls.

The way Mystery became famous is he did these boot camps around the U.S. Where he'd take
guys out to a club and demonstrate his skills right before their eyes. That was the ultimate in
observability. They couldn't say his methods didn't work because he demonstrated them.

Another famous teacher in the seduction community had a method that involved intricate
patterns that didn't work in loud club environments. He had to teach his methods in a classroom
and couldn't have “in field” demonstrations because of the nature of his method.

In the end, the guy who could demonstrate his skills in the field won out. Why? Observability.
The next factor played a role also. Guy two required you to learn complex patterns. Guy one
had routines that were general patterns but didn't need to be memorized or learned.

My favorite example of observability is what made Anthony Robbins, the famous motivational
guru, famous. Anthony toured the U.S. doing firewalks. He not only could get you motivated.
He could PROVE it to you by making you walk on fire in one weekend!

That's the ULTIMATE in observability. “Man, this stuff MUST work. I walked on fire.” It's one
thing to tell your friends you feel more confident. It's another to hand them a pix of you walking
on fire!

4. Complexity

Is your product or innovate perceived as difficult to understand or use? The more complex
something is, the less likely it is to diffuse or spread. That doesn't mean your product has to be
simple. It can be less complex than the options. Or you can swim upstream with good sales and
marketing and still make it. All it means is that you have a ore difficult sales task if your product
involves degrees of complexity.

When I create products, I always ask myself if it's going to be perceived as complex or not. I've
found that the more complex a product seems to potential buyers, the harder it is for me to sell it
as a general rule.

There’s a product I like that has a lot of really awesome charts with it. However, the charts look
complex or difficult to understand. This doesn’t cause the product to spread. You don’t need to
“dumb things down” too far.

142
But at the same time, if your offer comes across as complex, it’s going to be a problem.

5. Trialability

Can you experiment with the product or innovation on a limited basis?

When people first get into Internet marketing, I’ve noticed a lot want to just TRY something that
works. They want to put a toe in the water and see if they can make money. This shows how
important the trialability factor is in the spread of innovations.

As you create both PRODUCTS and promotions, keep these factors in mind. Are you making
things appear too complex or not compatible with existing systems, thoughts, belief systems or
values?

Can your product or innovation be tested out on a trial basis? Is there a way the results of the
product or innovation can be easily observed?

Are you communicating a crystal clear Relative Advantage? Is this advantage easy to
communicate to others?

Secret XXVIII
How To Innovate If You're
an Affiliate Marketer

Maybe you say, “Marlon, I'm an affiliate marketer. How does this apply to me?”

Just because you're selling affiliate products doesn't mean you can't look for trends and ways to
capitalize on them.

Innovating might mean using the latest social marketing or pay-per-click methods. It might
mean keeping up on the latest affiliate tricks and tactics. And then taking them one step further.

It might mean jumping on live streaming media and using it in your business before others do. It
might mean being ahead of the curve in using Facebook or Twitter. It might mean creating
innovative presell pages or innovative graphics for them.

143
You can also look at the logical progression of products that are selling well. What do you
anticipate the NEXT hot products will be and why?

And when a breakthrough hits or a breakthrough product hits, don't dilly daly, JUMP on it. Ride
the trend.

You don't have to be FIRST. In fact, a lot of people argue that being FIRST isn't smart. Because
you don't know how the market will respond. You aren't trying to be a PIONEER!

There's a big difference between catching a trend and being a pioneer. I've pioneered a number
of things in Internet marketing. But most of them were also logical next steps. The problem with
pioneering is if you're two, three or four steps removed from where the market is.

The advantage you have as an affiliate is it's EASY to see what the Tipping Point products are.
You just look at their gravity in Clickbank. There's a product called Cbtrends that makes this
easy.

My take on being an affiliate is to catch Tipping Point products that hit big and use them to get
people on your LIST. By building your list, you'll have a business that's there for you in the
future.

Secret XXIX
How To NOT Get Bogged Down

I've talked a LOT about getting people on your email list and selling them both affiliate products
as well as your own.

Someone on my blog said that they tried building an email list.

But sending out daily emails and trying to create a product seemed too overwhelming.

I'm getting ready to talk about innovating and creating your own products.

But everyone starts in this business at different points.

144
If you can't deal with the concept of creating your own product yet, then innovate by creating
innovative promotions for affiliate products.

You grow in the business. You don't accomplish it all overnight. You take it a step at a time. Do
what you CAN do and know how to do. Then EXPAND on that. Every day or every week learn
something new.

Add things to your arsenal and DO them.

Instead of buying a MILLION how to info products, buy ONE like this one. DO IT. Then, when
you've got it going, you can ADD to what you're doing.

I'm NOT going to cover the specifics of how you create info products. I've done that in the
Product Dashboard.

What I suggest though is you do AUDIO until you know if the product will sell. Or, if you're a
faster writer, write. But don't spend more than 2 weeks creating your product until you know if
it'll sell.

I'll spend more time than that now on creating products but it's because I have a last and I know
what my people want to buy. Or, usually I do. In Product Dashboard, I walk you through
creating your audio product, getting it transcribed, setting up the order system and product
delivery.

My point is, don't get BOGGED DOWN in product creation. Get a product made. Then find out
if people will buy it. If it'll sell. THEN, you can always go back and improve the product once
you know it'll sell well.

Secret XXX
How And Why To Innovate Products
And Promotions

Let's talk about innovation...

What it is, why it's part of the formula and how you do it without being a rocket scientist.

145
As you'll recall, the formula we're working on is:

Innovative products x heavy promotion = profits

There are two ways you innovate:

One, you innovate promotions. People get tired of the same old, same old. So you come out
with a promotional twist or angle they haven't seen before. Something that wakes people UP and
makes 'em say, “Wow, this is a little different than the average thing I see.”

I've already talked a lot about this in the first segment.

Two, you innovate products.

It's the product part I want to focus on now. Again, if you've NEVER produced even one product
before, don't get hung up on this. Get a few products under your belt. They do get faster, simpler
and easier as you go along.

The mistake most people make is they put their heart and soul into their first product. And then,
if it doesn't hit or take off, they get DISCOURAGED and feel like they don't have what it takes.

Or, “this Internet marketing thing” is a scam.

Don't kill yourself and blow your whole thing on your first product. Truth is, you'll probably get
it wrong before you get it right.

People want their product to blow people away. That's fine. But FIRST, find out if people will
even BUY your product or idea. Then go back and make it better or improve it.

Now, having said all that, you want to create innovative products. And there's a REAL art to
doing that.

This is where I'm going to sound like a cheap shill for Michael Masterson again. You want to
have what he calls a “Tipping Point” product, one that's slightly ahead of the trends but NOT too
far ahead.

There's a real art to this.

You want to be the next LOGICAL STEP in the progression of what's happening in the
marketplace. Not two or three steps down the road. Otherwise, you'll be the next Segue. A great
idea but too far ahead of the times.

146
The concept of logical progression means that products develop in a sequence. And if you look
at the sequence or progression, you can guess the NEXT move or step.

I'll give you a few examples of this.

In Internet marketing, people started offering the chance to win a super hot car as an incentive
for participating in their $7,500, $10,000 or more coaching program.

These were $100,000 cars. The fancy ones.

But you had to spend say $10,000 to be in the coaching program for a year for the chance to win
the car. Basically, it's an expensive contest.

What do you GUESS the next competitive move was?

Shawn Casey and Tellman Knudson came out with a coaching program that was $50 or $100 a
month, or something like that. CHEAP compared to the $10,000+ programs.

And you STILL got the chance to win the super fancy $150,000 car. On one of their audios, they
said they have 4,000 members. I don't know if all those are paying the monthly fee. They bring
people in on a $1 trial. A percentage of those could be dollar trial people.

But it doesn't matter.

The point is, they took the whole coaching program + car concept and innovated by following
the logical progression.

Do you want to spend $10,000 for a coaching program where you can win a car? Or do you
want to spend $100 a month?

When I first came out with my Push Button Letters software, it helped you create your letter but
NOT your web site. So the first few people who attempted to improve on the software targeted
that aspect.

They created a software program that also created the web page for you.

You could look at that as a step in the chain.

The idea is that you look at what is ALREADY selling the market. Then you look at the
progression of products that have been released and sold. You ask yourself, “what comes next?”

You try to see it as a progression.

147
Like fashion. If ties are thin and getting a little wider, you don't have to be a genius to figure out
the next step is for them to get a LOT wider.

Or jeans. If the legs of jeans are really skinny and tight, you can pretty much bet the direction
will be to wider jeans. Either that or flat out skin tight!

You only have two directions – even tighter or looser and wider.

In jeans, the faded and ripped look was in for a long time. But there's a new look that is NOT
faded and NOT ripped.

You don't have to be a genius to foresee this. You figure once most people own ripped jeans,
they won't buy anymore. So jeans companies have to change the style to get people to buy more
jeans.

In Internet marketing, you have autoresponder services that send out your emails. But you can't
send emails ONLY to AOL subscribers. Or ONLY to .com domains.

You also can't send a new series of emails based on what the person clicked on last.

Well, this is the direction things are going in. And I believe there are very high end services that
allow “trigger” actions.

None of that really matters. My point is that if you look at the progression of the product, you
can see what's coming.

Your GOAL is to be the NEXT STEP.

The point of the book The Tipping Point is that things go along. And a number of small changes
occur without having a big impact. Then that ONE additional thing happens and BOOM! The
Tipping Point hits.

You're hoping that YOUR next step hits the Tipping Point and becomes a massive success.

Michael's idea is that you need a new “Tipping Point” product every six months to fuel your
front end.

That means that as you GROW, you need to be producing new products all the time. Because
maybe 1 out 10 tries you'll hit something resembling a Tipping Point.

But if you only go to bat ONCE in a year, the chances of hitting it are 10%.

148
If you're new in business, you're having trouble conceiving your first product and can't imagine
doing 10 or 20. But the day will come when you CAN do 10 or 20 or more products.

Michael's idea is that you START by learning how to get ONE product to a million in sales.
Then you go from there to 10 million by duplicating the steps you took with that one product
TEN times!

That makes a lot of sense.

Conversely, if you never get the traffic and lead generation going to hit one million dollars, and
you produce a lot of products, you probably STILL aren't where you want to be.

You need to look at putting systems in place where you can make one million dollars from one
product. Then look at duplicating that.

To do that, you're going to need a strong, Tipping Point product for your front end, for your
initial sale to customers. And you're going to need strong advertising or promotion.

Michael feels that if you really work ONE lead generation method to death, you can hit that one
million dollars. It's easy with direct mail. Not so easy with pay-per-click but possible no doubt.

It's doable with affiliate programs.

Now, let me apply this to MY business to take it out of theory and make it more real to you.

When I launched Amazing Formula, that was a Tipping Point product no doubt. Push Button
letters and Design Dashboard were Tipping Point products. Gimme My Money Now was
Tipping Point.

I can also say that when I had clear winners, I didn't push the pedal to the metal hard enough.
But you're also trying to put systems in place to handle the business. You need customer service
and dedicated hosting by that point.

My friend Daegan has sort of followed this model. He does over 2 million. But he advertises
through ppc, text links, cost per action and ezines.

I think you have to look at the Internet as one channel and figure you want a million from it. In
the ideal world you do it ONLY with your affiliate program or ONLY with pay-per-click.

Direct mail, telemarketing, inbound sales. All those would be different channels.

The idea is this. You hit one million using one channel or even one method. Next you replicate
that system 10X in one year.

149
Now you're at 10 million.

Next you ADD CHANNELS or additional methods. So you add an affiliate program, banner
advertising, whatever you weren't doing before. Now you're beyond 10 million. Maybe you're
at 20 or 30.

But ALL this is predicated on being able to product ONE Tipping Point product. And to do that,
you probably got to try 10 times.

So you have to be pretty good at creating products. And pretty good at promoting those products
with one or more method.

In my case, I always ONLY focused on my affiliate program. I should have done ppc, organic
seo and other methods. I really didn't have the staff to do it. But I should have hired them in
retrospect.

Then again, money wasn't my goal. My objective was lifestyle. But if I knew then what I know
now, I would have pushed harder to make each product do one million.

You need really aggressive promotion to do that EVEN IF you have a smoking hot Tipping Point
product that converts like crazy.

You can't depend on your affiliates to do the pay-per-click and seo for it. I thought you could.
But you can't.

They'll do some. But NOT enough in my experience to get you to one million per product.
Either that, or you need a better way to recruit and motivate affiliates than I had or currently
have.

This is why I'm pushing pay-per-click marketing right now. It's much harder than in the old
days. Google really has put the screws down as far as making it challenging to meet their
Quality Scores.

I remember the good ol' days when you could just by advertising from them!

Boy, I wish I would have jumped on that. Then again, to some degree that's how running ads on
MSN and Yahoo is right now.

I realize you may be just starting out. And all this talk of millions of dollars seems like too much.

But it IS something you should understand now, so you know where you're headed and how
you'll get there.

150
This WHOLE thing comes down to having a Tipping Point product. See, a GREAT Tipping
Point product will build your list. Your customers will become affiliates for it. It'll PULL and
attract people to your list.

In fact, your list can and even will BLOW UP with a good Tipping Point product.

This is what I’ve tried to create with the product you’re reading now. If I’ve succeeded and you
want to share the word, you can sign up as an affiliate at: http://www.getyourprofits.com

My angle on this product is that no one had come out with a method that emphasized how you
could make big chunks of cash every month, over and over, over a long period of time.

Now, the market may or may not respond to my idea.

It’s a stab at hitting at a Tipping Point sweet spot. If I got it right, then this product will catch on
and be promoted on blogs, Facebook, Myspace, Twitter and so forth by affiliates and people who
just love the product.

If I missed the mark, then I try again. And that’s what you should do also. I figure that out of 10
products one will be a hit, three or four will do really well, a few will be mediocre and a few will
be losers.

Secret XXXI
How To Follow The Moneymaking
Formula Of Steven Jobs

In the beginning to this product, I presented the formula I learned from Bain & Company. That
formula said that after studying businesses in 90 industries the biggest predictor of profits was
simply the launch of new innovative products that are heavily advertised.

You SEE the innovation. You MOVE and launch the product. Then you FINISH by advertising
it heavily. See how these things connect?

151
What I'm saying is, if you're going to have big paydays in this business, if you're going to bring
the bacon home, if you're going to have Supersized Jackpot Bonus Days, you need to get really
good at innovating new product and promotion ideas.

But HOW do you INNOVATE new products and new advertising or promotion ideas?

How do you come up with new product ideas? There are those who contend you shouldn't
innovate at all. That you should just find good ideas and execute them better. And if you're
totally new at this marketing Game, that might not be bad advice.

But even if that's the formula you're following, adding a degree of innovation that increases the
performance or convenience of the product or decreases total costs is bound to help sales.

I'll refer you to my review of Michael Porter for more on that perspective. I think it's critical to a
higher level understanding of marketing.

For one thing, it gives you something to hang your hot on in your advertising campaign.

I think of what Steve Jobs did when he came back to Apple. What formula did he follow?

He created new, innovative products, did he not?

First, the IPOD line. Then, the iPhone and surrounding peripherals. You also have the Airbook
(super thin laptop). You have the introduction of Apple Stores.

Then you have the introduction of super aggressive advertising. Who hasn't seen the “Hello I'm
a Mac and I'm a PC” commercials? They almost single handedly kicked Microsoft out the door!

That has to be one of the most powerful advertising campaigns I've ever seen. But I also thought
the original commercials for the IPOD were powerful also.

There's a danger in innovating. You can innovate something the marketing doesn't WANT to
buy. You can be too far ahead of the trends. It's a challenge to hit the timing right.

Having said that, I've read dozens of books on innovation, coming up with new product ideas
and all the rest.

There is ONE that just really NAILS the concept.

I want to explain WHAT the concept is, illustrate it. And then refer you to the book for deeper
understanding.

152
If you really grasp the concepts in the book, you WILL be able to INNOVATE the rest of your
life. I mean that. You'll NEVER lack for innovation again.

The book is by Philip Kotler and Fernando Trias De Bes. It's called Lateral Marketing: New
Techniques For Finding Breakthrough Ideas.

If you need an idea for a new product, I can't possibly recommend this book too highly. While
there are a zillion books on creativity and innovation, almost NONE of them are specifically
about how to innovate product ideas.

What sets this book apart is it's about innovating product ideas.

Here is how the authors define innovation: “The result of connecting two ideas which, in
principle, had no apparent or immediate connection.”

First of all, there are only SIX basic creativity methods (see the footnote on page 115). You may
think or believe you aren't a creative person. But a good deal of research shows you CAN come
up with creative ideas.

And all the different methods for developing creative ideas fall into one of these 6 core methods.
If you can learn to do these 6 things, then you too can rock your market with innovative ideas.

1. Substitution
2. Inversion
3. Combination
4. Exaggeration
5. Elimination
6. Reordering

How To Develop 180 Innovations In 3 Hours

In order to innovate on the market for the product or service, you use SUBSTITUTION to
change:

1. The need

2. The target

3. The occasion

To develop your own innovative product, you take the 6 methods and apply them to the 3 faucets
of products. If you take each of the 6 methods and come up with 10 ideas for it, that gives you
SIXTY ideas. And you do that the need, the target and the occasion.

153
That gives you a total of 60 ideas each times three or 180 ideas! I challenge you to do this in 3
hours or less! That means you're only 3 hours away from 180 innovative ideas and the
opportunity to have a BIG impact on your pocketbook.

For example, you can change the NEED a product or service targets. And if you find a way to do
that, presto! You've innovated.

Here are a couple examples.

Soft drinks traditionally served the need of quenching your thirst. But what if someone created a
soft drink that met a NEW need?

That's exactly what Red Bull did. Red Bull created a whole entire new category called energy
drinks. You don't drink these because they taste good or because you're thirsty.

You suck one down because you need an energy boost!

That's a new NEED. And a potent innovation.

Here's one more example.

What's the need that ASPIRIN meets?

Getting rid of headaches, right?

Bayer launched a new small dose aspirin that targets a NEW need! Preventing heart attacks.

Another classic example is baking soda. You use baking soda to do what? Bake with, right?
But baking soda is also sold for a new need – to get rid of smells in the refrigerator. That's a new
need.

Let me try to innovate a product idea right now.

I have my Push Button Letters software. If I were to create a new NEED for the product, here
are some brainstorms:

How about creating a version just meant to sell membership sites?

See, that's such a GREAT idea, I think I'll do it. Now, ONLY on that point alone, allow me to
point something out here. Every single version I've seen of of sales letter software that were
created subsequent to my innovation targeted the same exact NEED.

154
No one really innovated AT ALL. They changed up the steps a bit or lowered the price. Or
made if work off the hard drive.

Fair enough. But not ONE PERSON innovated by changing the NEED.

See how much you've learned just by reading this chapter? Now, you already know more about
innovating than a lot of gurus.

Here's another new NEED. Writing emails. But I ALREADY created a derivation of the Push
Button Letters concept called Push Button Emails that targets that need.

This is a VERY easy way to innovate.

Let's say you sell an ebook on curing knee pain that you sell via Google ppc traffic or an affiliate
program. How could you create a new NEED?

What about targeting people who are OUT of rehab after knee surgery? You run banner ads on
blogs, forums and web sites that have to do rehab.

Or people who are thinking about knee surgery? Or people who play sports that are hard on the
knees and run banners ads on those blogs and web sites?

While those ideas also target new buyers, the main emphasis on the different need. You don't
have to be perfect about this. As long as you come up with a new, innovative idea does it
REALLY matter if you didn't connect the dots exactly?

It's all about stimulating your brain to think in new ways.

Whatever you sell, ask yourself if you can think of a new NEED for it.

How To Innovate By Changing The Target Buyers

Here's another SIMPLE way to innovate. You change the target buyers. It's a lot easier to come
up with 10 ideas on how to do this than you may think.

Let's take Internet marketing.

You could create an Internet marketing product for kids or teenagers. Those would be two new
target audiences. Actually, that target would be the parents of the kids who would buy the
product for them.

I've talked to a number of people who have kids 11-13 years old who are marketing on the
Internet!

155
How about search engine optimization for retail business owners? That's certainly a different
target audience than your normal seo ebook.

In Red Factor, I talk about selling into non consumption. In other words, selling to people who
don't currently buy the product at ALL. Basically, this is changing the target buyers.

My friend Declan Dunn did this. While I've focused my career on selling Internet marketing
training and information to entrepreneurs, Declan switched it up and concentrated on a corporate
environment, consulting for FedX and other corporations.

That's a change of target buyers.

To return to my example with the Push Button Letters software, you'd create a version targeting
real estate agents, or a zillion other different target buyers.

Do you see how that works?

This is VERY POWERFUL stuff when you really grasp it. When you get the implications of it.
Almost no one in Internet marketing really understands how to innovate.

I've built my whole career on innovating.

How To Innovate By Substituting a New Occasion

The next way to innovate is to substitute a new occasion for using the product.

For example, you can choose places for buying the product, using or consuming it where the
product isn't currently involved.

As a simple example, GPS originally was used on ships. But later, a new PLACE of use was
innovated – the CAR.

In the old days, the Internet was accessed ONLY on the desktop computer. Next, it was accessed
at Internet Cafes. Then laptop computers.

Now, it's being accessed on cell phones, smart phones and iPhones. That's a new PLACE the
product of the Internet is consumed or used.

I realize that may be a tad abstract to grasp. There are a lot more illustrations in the book, which
is why I recommend you read it.

156
How about I show you how EASY this method is to INNOVATE with by creating a new
innovation or two right now that NO ONE I know of is doing.

I'm doing this partly just to demonstrate that even in an incredibly crowded field like Internet
marketing, most people don't know how to innovate.

Here are a few ideas on innovating by the “PLACE” or occasion of consuming Internet
marketing knowledge or information.

• The Early Morning Marketer – special conference calls in the early morning.
• The Late Night Marketing System – For those who like to do their Internet marketing late at
night.
• The Lunch Time Marketer – For people who have an hour lunch break at their job.

Or how about Internet cafes? Obviously people who go there like to use the Internet. You could
distribute an ebook or CD on how to make money on the Internet through a little stand in those
locations.

Or what about those check cashing places? What if you could get a little box in there with a
drawing for a “Free Instant Money Kit”. The one thing you know about them is they need
money.

Those are just a few ideas. I'm sure you can think of many more. Try this for whatever it is you
sell. I bet your brain will explode with ideas.

Here's another way to accomplish the same objective: Link your product to an event.

Just for consistency, I'll return to my Push Button Letters software. How about link IT to an
event?

So you know when people buy those web site builders like on Yahoo or GoDaddy? What about
pitching companies like that to include the Push Button Letters software?

See what I'm saying about innovation?

TONS of people thought to basically just rewrite their own version of the software with a few
tweaks or a slightly different USP.

But did ANYONE think to innovate? Did anyone link it to a new event? This is why when you
understand the power of lateral thinking, it gives you a great deal of power as a marketer.

No one understands how to do THIS. And the ideas are ONLY limited to your imagination.

157
Here's yet another way to substitute based on occasion – Place your product into experiences.

So someone came up with the idea of putting vending machines in gyms with fruit – bananas,
oranges and applies. That links fruit consumption (eating) to a new occasion...working out at the
gym.

I could try to place the Push Button Letters software into experiences by licensing it to people
who conduct seminars. The seminar is the experience. My goal would be to place it somehow
within the context of that experience.

Alright. You can read the book yourself and come up with your own ideas. But I think you can
see it's really powerful.

Challenge yourself to come up with 180 ideas in 6 hours.

Take your 6 innovation methods. Apply the 6 methods to the need, target and occasion. Come
up with 10 ideas for each.

Secret XXXII
To Find Your Target Market, Start
with the BACK END, not the Front
End.

To follow our model of selling deep vs. selling wide, you’re going to need a back end. Doesn’t it
make sense then to start with your back end?

Now, if you’re selling in a non information product business, your back end might be services. It
could be some sort of recurring billing item. I can’t possibly cover every industry.

Since most of my readers don’t have a product yet, I’ll focus on how to find back ends for an
info product business. But here’s the principle you can use for ANY business:

SECRET: To find back ends, discover the back

ends being used by OTHER businesses that are

158
 in the same general industry as you.

Since I’m using info product businesses as the example, we’re going to search info product
businesses to see WHO has back ends.

The number one back end for info product businesses is seminars and what is commonly referred
to as “boot camps.”

What if there were a directory of boot camps?

http://www.bootcamps.com

Think of this as a directory that has done some of your research for you. It’s basically a directory
of big ticket items people are selling when you think about it. Boot Camps are the ultimate big
ticket.

Seminars and workshops are often lower priced than boot camps. But many of them could
become boot camps with proper positioning. They’re definitely a clue as to what people are
willing to pay more money for.

If you’re STUCK for product ideas, go through a few of the resources below and look at what
seminars and currently being sold.

There are over 100 courses and workshops here:

http://www.nationalseminarstraining.com/index.cfm

Here’s a seminar Search Engine

http://www.findaseminar.com

Go to Google.

Search on:

1. home study course

2. training system
3. boot camp
4. seminar
5. coaching
6. system
7. teleconference call
8. workshops

159
9. home study courses
10. home study
11. distance education
12. teleseminar
13. consulting
14. split payments
15. monthly billing
16. CD kit
17. DVD kit

I’m going to call these the “magic words” to search on. If I think of others, I’ll post them in my
blog for you. See, when you search on those words, you often or
typically find information being sold that isn’t cheap.

Yeah, I know you may not be selling information. But I can’t cover every scenario in the world
here. OPEN your eyes. See what big ticket items others are selling. You need to have a back end.
Recurring billing. Repeat and add on products or services.

The money is in relationships. Follow up purchases. You’re going to see more people selling
more big tickets than you ever dreamed of.

Here are some of the things I dug up in several hours of research. Just look at all the amazing
topics people are selling larger ticket information products on. I searched for “home study
course” and also “boot camp”.

Here’s what I found:

Course on herbs

Printing Service Specialist Home Study Course

Mind Development Courses

Optionetics CD Strategy Club - $1495

Brain Alchemy Master Class – $2195

Home Study Courses for Professional Traders

Building Wealth Home Study Courses $995

Speed Seduction System

160
Search Engine Workshops

Audio Master Class

Floral Design Home Study Course

Christian Evidence Study Course

Book Yourself Solid

Next time you’re in a hotel or if you have a hotel nearby, just go look at the workshops and
meetings scheduled only for THAT DAY! You can bet a LOT of people in those workshops and
meetings paid good money to be there. Look at all the seminars going on non-stop in the hotels
in your city every single day of the week!

A LOT of those seminars are probably selling backend products and services. You do NOT have
to sell a big ticket info product as your back end, although it’s recommended.

SERVICES are also great back-end items. The point here is to do your research. Open your
eyes. Look at what big tickets are selling. Now work backward from there to what front-end
you’d need to sell if you wanted people to end up buying that sort of backend.

Secret XXXIII
How Do You Create Key Differences
That Are Not Quickly Copied By
Your Competitors?

I've told you how the information I bought from Jay Abraham made a big difference in my life in
the early days. One of the key concepts I learned from him was USP or Unique Selling
Proposition. That is, finding new ways to differentiate your product or service.

What if you find several new ways to differentiate your product or service that are fast,
simple and easy? What can you predict will happen?

161
What you can predict is that your competitors will quickly imitate or copy your offering. They
have no choice.

They key words here are “fast, simple and easy.”

That means it’s no big deal for your competitors to copy your difference.

That brings us to the concept of BARRIERS TO ENTRY.

Having a difference with a barrier to entry means that your difference is not easily copied or
imitated.

There’s a BARRIER to your competitors copying your KEY BENEFIT.

What this buys you is time in the marketplace. It means that you’ll have a product or service
with a key difference from your competitors that they are not likely to match for awhile.

How do you find a barrier to entry?

1. Do something your competitors don’t want to

In the highly competitive Internet marketing industry, a few people offer free consultations with
their product or service. Why? They know that most people won’t want to consult on the phone
with clients for free.

2. Do something that you have a particular skill at

In my business, we have above average skills in graphic design. So part of what I call our “value
proposition” is that we design our products and sales letters a cut above what most others do.

Some of my competitors are really great verbal sales people. What they do is sell big ticket
items via conference calls. It’s something that’s hard for me personally to do because verbal
selling isn’t my strength.

Therefore, to some degree, there is a barrier to others entering that arena as competitors. Thus
the name barrier to entry. It’s a barrier that keeps or prevents others from entering.

3. Do something that costs more money

In my industry seminars are highly competitive. You see people upping the ante for participation
by buying seminar participants lunch, having in big name speakers, holding the seminar at nicer
hotels – and so forth.

162
These are all attempts to create differentiators that are not easily copied due to the cost of them.

My friend Jim Edwards creates audio products using equipment that costs a grand or two. Many,
if not most, of his would be competitors don’t have that kind of cash to spend only on audio
equipment.

This gives Jim a barrier to entry

4. Do something that is hard to figure out

This has been one of our edges. I’m good at researching and figuring out things that give us an
edge based on knowledge or information.

The problem is, this is also MY PRODUCT. It’s what I sell. So as soon as word gets around or
my competitors see what I’m doing, I lose my edge and have to invent something else new.

Jim Edwards figured out a way to do multi-media educational trainings that is somewhat
complex to figure out. Even though competitors tried, they couldn’t figure out how to do what
Jim knew.

Of course, he did sell his methods in a product. But he priced it high enough and sold a limited
quantity in such a way that the market has not been flooded with thousands of people all using
the same methods.

One of the edges we had for a long time was sending out html emails that were done in such a
way that you had to be really, really good in Photoshop to copy them.

We also found ways to make our graphics load faster than most peoples.

The problem we ran into is that html email began getting associated with spam and therefore
blocked by email filters. I don't send many html emails nowadays. But for a long time, they
gave me a substantial differentiator.

My Dashboard series of products are differentiated and not easy to copy. Frankly, they're a pain
to create. I don't enjoy doing them. But I know they help people. The fact that they aren't easy
to create has prevented competition.

5. Innovate faster than others can copy

This is basically an issue of speed and creativity. You KNOW you’ll be copied. But you figure
that on any one particular item only a certain percentage of your competitors will copy it. And
there may be a 3, 6 or 12 month lag time until that happens.

163
So by coming out with a rapid series of differentiators, and continuing to develop new ones faster
than your competitors can copy them, you can stay ahead of the game.

You need to become an EXPERT at differentiating your product or service. This is one of the
areas that pros focus on.

Much of your business success depends on your ability to identify the wants of your best
customers and then provide them with a product or service that meets those wants better or more
completely than other products do.

Key Point: The way you prevent your product or service from being quickly knocked off or
copied is by creating a barrier to entry.

Secret XXXIV
Competitive Advantage: How To Sell
Products When You Aren't The
ONLY One Selling Stuff

In the old days, you could go into niche markets and be the only one there selling stuff.

But with the advent of more ebooks on how to SELL to niche markets than actual niche markets,
you probably won't be so lucky.

Newbies don't like to hear the word “competition.” It doesn't sell well. No one likes to compete
because it sounds like hard work. It's very avant-guard to say you aren't competing against
anyone.

It's bull but it sounds good.

Fact is, we do compete. Not that it's a BAD thing. A lot of times competitors are also your JV
partners. But when push comes to shove, they'd rather sell everyone vs. have you sell them.

So competition exists.

“Michael E. Porter is one of the world's leading authorities on competitive strategy. He's the C.
Roland Christensen Professor of Business Administration at the Harvard Business School. He

164
serves as an advisor to heads of state, governors, mayors and CEOs throughout the
world.” (Quote from the dust jacket of Competitive Advantage.)

I think ANY marketer should have a basic understanding of Porter's concepts. He isn't newbie
reading. Some of the concepts are easily understood. But others are pretty advanced.

I'm going to present a few of the more easily understood ideas. Again, if you're a newb, this will
probably be over your head. But what the heck. I also have customers who are intermediate and
advanced.

So here we go.

Here is an overview of a few of the concepts I consider pivotal.

There are three basic competitive strategies: You can compete on price, differentiation or focus.

Cost leadership is pretty obvious. You compete on price.

The next broad strategy is DIFFERENTIATION.

In this strategy you selection one or more things buyers consider important or vital and seek to
meet those factors better than anyone else.

Almost any form of differentiation has a cost. So you have to be able to charge more than the
cost of the differentiation for this to be a good strategy.

The third generic strategy is FOCUS.

You select a group or segment and customize your product for them. So you focus on meeting
their exact needs. For this strategy to work, the group or segment you focus on has to have
different needs from other segments or groups.

Let's now break down the field of Internet marketing just for the fun of it.

1. Cost leadership – You have Clickbank as the prime example of this. And even beyond that,
the WSO's (Warrior Special Offers) on the Warriors forum that are even cheaper!

It's a way to compete. But it isn't the most profitable.

2. Focus – Here you focus on market groups or segments. So you have people who focus only
on people who want to start membership sites, or do article marketing or sell PLR products. You
have the Clickbank marketers, the affiliate marketers, the PPC marketers and so forth.

165
Everything I see in terms of focus is simply focusing on different TOPICS. There are many ways
to focus. Topic focusing is only one of 'em.

3. Differentiation – This would be people like me who don't focus all their efforts on any one
topic. The idea is that you try to employ key differences vs. other products.

The problem with this strategy is you have to keep improving or you lose the thing that makes
you different to copycats. So you have to keep reinventing your business.

The two basic ways you differentiate and create value for the buyer is by:

a. Lowering buyer costs

b. Raising buyer performance

The idea of lowering costs is one I used extensively in my pitch for Design Dashboard.

Buyer costs include FAR MORE than just the cost of the product. They're the cost to USE the
product and benefit from it. Think TOTAL costs.

For example, what's the cost of a printer? NOT just the price tag. The cost of the INK is a huge
consideration. And how many pages you get from components of the printer before they have to
be replaced. Some printers have expensive drums that have to be replaced. This is a hidden cost
you NEVER think of when you're looking at the price tag on the printer.

Later, you find out the drum costs almost as much as the printer! Or you go to buy color ink
cartridges and find out that ONE costs more than the price of the color printer!

Can you decrease TOTAL COSTS for your buyers? If you can, you have created value.

What I did to increase value with Design Dashboard is show buyers how to save money on
virtually every aspect of the web site design and launch process.

I even included a chart on the sales later of all the money they'd save.

I also tried to raise buyer performance by showing the advantages they'd get vs. other
alternatives. I've written about this extensively in another chapter and shown you actual emails
and posts in forums where I did this.

Here's a BOMBSHELL concept from Porter:

“In some, if not many, industries, signals of value are as important as the actual value created in
determining realized differentiation.” Page 139, Competitive Advantage.

166
Here's why I say this is a bombshell – what he's saying is that SIGNALS of value are as
important or more important than actual value.

This is not only true, it's annoyingly true in Internet marketing.

If everybody and their dog promotes a product, that SIGNALS value to potential buyers. They
don't realize that most product launches are predicated on things OTHER than the actual value of
the product, like sophisticated relationships, networking and the size of the affiliate prizes.

For example, on Eben Pagan's brilliant Altitude launch (the first one I believe) the #1 affiliate
prize was a Lamborghini car won by Sean Casey. Another big launch had a pricey motorcycle as
the #1 prize, which Sean also won.

Anyone who wants to learn how to sell products as an affiliate could do a lot worse than to study
Sean.

The point is, to a lot of people, the sheer number of people promoting a product SIGNALS the
value of it. And this dwarfs the actual value of the product.

Another SIGNAL of value that has little to do with the actual value of the product is the amount
of money made by the author of the product.

To the casual buyer, if a product has screen caps on the sales letter showing that the author makes
say 1 million a month doing whatever it is, that SIGNALS lots greater value than a product
showing screen caps making say $10,000 a month.

People often buy from the sales letters with the biggest numbers promoted by the MOST people!
That signals value to them.

Of course, this is totally and completely off base and irrational. Here's why:

Let's take Michael Jordan. He can dunk a basketball and make it look EASY! Does that mean
that he is more qualified to teach you to slam dunk than anyone else? And that you'll absolutely
get the best results if you train with him?

Heck no!

Being a good TRAINER is a separate skill from being a world class athlete. How much patience
would he REALLY have with the dude that can jump like 6 inches off the floor?

He's like, “No dude. You fly through the air 20 feet, soar above the basket then jam it in!”

The point is, people assign value to signals of value.

167
The packaging of a product can signal value. The design of the web site graphics signals value. I
was one of the first if not the first Internet marketer to use full color printing on our CD's and
product covers.

I was also the first Internet marketer to have a whole portfolio of pro photos in all sorts of
positions shot and used on our web sites. After I did it, it took maybe 3 months before they
started popping up all over the place!

And the packaging of info products took a huge leap very quickly.

Michael Porter talks a lot about differentiation. And barriers to being copied. I honestly thought
that our high quality graphics and pro photos wouldn't be quickly copied by other marketers.

I thought they were lazier than that.

I was wrong on all counts.

The lesson I learned is never underestimate the competition!

How does this apply to you?

How can you SIGNAL greater value for your product?

In Internet marketing, a few of the trends are to include phone consultations or email
consultations, webinars, conference calls, mind maps, flow charts, and things like that. These all
signal greater value.

Here's another thing I learned from Porter that is absolutely critical to understand: “Buyers will
not pay for value they do not perceive, no matter how real it may be.”

That's an amazing statement.

You may have the best product. You may KNOW it's the best. But if the buyers don't
PERCEIVE the value, they won't pay for it.

The marketing Game is a Game of creating the PERCEPTION of value. Yes, real or actual value
has to be there. But so many people think just having the best product is enough.

And “the product speaks for itself.” Blah, blah, blah.

NO! WRONG!

168
Absolutely not true.

Listen up: You've got to get people to PERCEIVE the value you have and offer. The absolute
master of this is Jay Abraham.

I have this sales letter where Jay creates a perceived value of $35,000 for a one-hour audio
recording! It's one of the most amazing pieces of copy I've ever read.

But he tells how he bartered $250,000 of his consulting time to this company to get the rights to
interview their executive for 8 hours. And he hired the best editor in the world to ruthlessly edit
it down.

The explanation goes on and on. By the end, it's a one-hour audio that you just can't BELIEVE
you're getting.

He signals the value. He creates the perceived value.

There are people in Internet marketing right now selling seminars for $5,000 and $10,000. Are
their seminars better than others that cost less?

Some would say yes.

I probably wouldn't. What I'd say is they've done a 10X better job of creating perceived value
FOR the seminars.

The king of the day in this industry changes frequently. But the current reigning King has to be
Frank Kern. And his videos and low key sales presentations charm his buyers out of big bucks.

The way Frank does his videos is a differentiator. It differentiates him. Frank also SIGNALS his
value and the value of his information by pointing out in detail his involvement in different
multi-million dollar product launches.

Because Michael Jordan can dunk the basketball and make it look easy doesn't mean that if you
buy his DVD course, you'll do the same. Ditto for anyone in the Internet marketing business.

One of the current vogues in Internet marketing is to show pictures of huge, massive houses and
fancy cars the marketers live on. It doesn't OCCUR to the buyer that the premium price for the
products PAYS for those toys!

In any event, the good news about all this is you can LEARN tons from it. You can learn how to
signal value for what you sell. And how to create perceived value.

When I create a new product, I ask myself:

169
==> Am I going to increase performance? If so, how?

==> How am I going to signal value?

==> How am I going to decrease total costs for the buyer?

Just those questions alone are great food for thought when you begin the product creation
sequence.

There's a lot to be learned from Michael Porter, although a lot of it is pretty heady and not for
newbies.

He has more than one book. I wasn't that crazy about Competitive Strategy. But I've read
Competitive Advantage more than once and recommend it to you if you wanna read stuff that's
more advanced.

Secret XXXV
How To Find Your Tipping Point JV
Partners -- Starting From Scratch

So you want to hit the boiling point? You want to hit critical mass?

You figure you might want to employ the Law of Context and have a few JV partners on your
side. But what if you don’t know anyone?

I'm going to tell you how you can become a force in virtually ANY niche.

Let's say you're new and just starting out. You probably wonder HOW you're going to create
products or get anyone to listen to you, right?

I want to reveal a little secret I used when I got started in this business. And you can use the same
secret.

If you're a NEWBIE and you're looking for something you can sink your teeth into, this is it.

170
When Jonathan, Declan and I got started in this business, we made info products together, we
sold each other's products, we endorsed each other.

That's how you became famous. That's how you create a name for yourself.

We've long since parted ways to do our own things. We all took separate paths. I don't talk to
my old friends often anymore. But we shared a lot of good times together once upon a day.

How do YOU create that name for yourself?

You do what we did.

You find some other guys or gals like you. Guys or gals in the target market who are still hungry.
Who are go-getters. Who want to go places. You all team up and create products together,
endorse each other, sell each others products.

You will ALL grow together. You have a shot at making each other famous.

If you're in a niche where other product sellers are already established, unless you're a bit lucky,
you probably won't get them to go to bat for you or with you. It's worth a shot but the odds are
against you.

But if you seek out other aspiring marketers and sellers who are at the same point in the Game as
you are, and you all team up, you can become a major force in a niche or even an industry,
depending on the talent of the people you select.

If you do this, select your team well.

Find people who are hard workers and incredibly talented. The cream rises to the top.

I'll tell you a group in Internet marketing who currently does this:

Jeff Walker, Jeff Johnson, John Reese, Stompernet, Frank Kern, Ryan Deiss. Maybe a few
others. They all have a loose coalition to endorse each other. They don't always do it. It's a loose
arrangement.

But there's still a strong group there. And they don't let many into that circle.

In times past, I had a nice relationship with Yanik Silver, Armand, Jim Edwards, Terry Dean and
others. But we never partnered up to the degree that others are doing today. I think it was a
mistake, personally.

171
The GREAT thing about this approach is you can get a few of your buds on a teleconference call
and create products in no time flat. If you launch a new product with 3, 4 or 5 heavy hitter
friends guaranteed to promote it, that goes a long way toward signaling value to the marketplace
and making it successful.

More recently, I've tried to hook up with some other marketers and form my own new coalition.
But marketers are all into building their own little kingdoms. It's a rare group that has the
foresight to support each other.

I do see a contingency in the UK doing a similar thing. You'll see Andrew Fox, Michael Cheney,
Eric Rockefeller, and a whole group of UK guys promote each other's product launches.

I think that's smart.

It gives you visibility in the marketplace. But choose your partners well. If you launch a product
that is all signaled value and not a lot of ACTUAL use value, then you lose credibility with your
customers.

I've never promoted a lot of other marketers products to my detriment. I always cared too much
about my customers. A lot of marketers do things and sell things I just don't believe in.
How do you assemble your own group?

It isn't that hard or shouldn't be in most niches.

You make contact with the people you resonate with. You make friends. It helps if you do
something to help them.

Originally, I got the company I was writing for to sell one of Jonathan's products. I got us a
speaking gig on a cruise. Jonathan later reciprocated in a big way.

So see if you can start out by doing something to HELP the other person. Don't think about your
own needs first.

It's not that you're altruistic or something. It's just that it's a lot better ways to open doors than to
start out asking for something. Common sense, really. Or you would hope so.

172
 Secret XXXVI
Fear Of Mistakes Stops Innovation

To become an innovator, you need a propensity for taking action.

That means, you love to learn. But even more than learning you DO. Either YOU have to DO or
you have to plan it out and get others to DO for you. But either way, stuff has gotta get DONE.

And if you research, research, research, research and research for fear of doing something wrong
or making a mistake, you will NEVER DO!

My friend, listen up: The people who make money also make lots of mistakes. They aren’t
perfect by any stretch of the imagination. But they are great doers. Or they pay others who DO
on their behalf.

And yes I know the dream of the Internet is that you punch a few keys on the computer, kick
back and the money flows in. And that’s true in many ways. But still, products have gotta get
created, promoted and delivered.

And there’s no money flow until those things HAPPEN. Some people seem to make them
happen easier than others. But in my experience, those people just get started faster. They dive
in right away.

Here’s a MAJOR SECRET of making money: Before you’ve figured it all out, just start DOING
IT.

That does NOT mean to go out there and sell a crummy product. Or to make an idiot of yourself.
But GET started before you’ve figured it all out and learn as you GO! Learn as you DO.

Don’t learn, learn, learn, learn, learn and never DO.

Everyone tells me, “I’m so overwhelmed and confused.”

Alright. Fine. Which part is so overwhelming and confusing? The part where you target a
group of people? The part where you find out what they wanna buy? Or the part where you sell
it to ‘em?

173
Which of those 3 things is so complicated, so confusing, so complicated that a mortal human
being with average intelligence can’t do it?

Honestly, I read and study a lot but I’m not a rocket scientist. How complicated can it be? You
find out what people want, you create a promotion, you launch the promotion with basic
marketing and sales principles. And it sells or it doesn’t. You tweak it once or twice. And if it
still doesn’t sell, you move on. You don’t stop, engage in self blame, get depressed and do
nothing for the next year.

There’s no great secret there. I mean, in terms of tricks and tactics on web sites, yeah, there are
little tricks and secrets that help a lot. Sure there are.

But still, the MAIN thing is that you find a group of people, know what they wanna buy and you
sell it to ‘em. If you get THAT process right, the other things are icing on the cake.

And conversely, if you don’t have something your folks wanna buy, I don’t care if you got the
name squeeze with the audio AND the name merged into the following sales letter AND 52
emails in your follow up sequence.

If they don’t wanna buy, they don’t wanna buy.

And if they REALLY wanna buy, they’ll buy with a mediocre sales letter, a less-than-compelling
headline, and a mush offer. There are BIG things and smaller things. And the big thing is you
got somethin’ people wanna BUY and you do a pretty decent job of explaining the BENEFITS of
it to ‘em and proving to ‘em it’s a good deal.

That’s the big Kahuna right there.

Everyone gets stuck on the product idea. You basically listen to people’s complaints. That’s one
way to get ideas. And the other is to LOOK at what they spend the MOST MONEY for. That
tells you what they VALUE.

Then you come up with 12 product ideas based on that and you do a little survey. And yeah I
know. You ain’t gotta list so HOW are you gonna do a survey, right? See? I read your mind!

Well, if you can’t find a WAY to get 30 or 40 people to take a FREE SURVEY in exchange for
some sorta gift (Amazon cert, Starbucks cert…something), then HOW do you think you’re
gonna SELL ‘em something’ pray tell?

You MUST have a way to get your MESSAGE to them. Some sort of communication channel.
Either forums, banners, magazines, newsletters, ezines, billboards.

174
You TALK to ‘em. You find out what web sites they GO TO. What they READ. And so forth.
And if you can’t find ‘em to talk TO ‘em, then by definition you can’t TARGET them.

And if you can’t TARGET your folks, your people, your market. Then guess what? You do
NOT have a target market! ‘Cause by definition, you a target market is one you can ….
Well….errrrr ….. ummmm…… TARGET! Go figure. That is why it’s called a target market.
It’s a market you can target with a message or communication.

No ability to communicate or deliver a message = no ability to target

So let’s say you just DIVE IN and get that sales letter FINALLY written. And let’s say you
throw it up on a web page and it does NOT sell. What then?

Well, THEN is a good time to compare your letter to other letters you know DO sell and ask
yourself, What’s different about THEIR letters from MY letter? And you compare the two side-
by-side.

Seriously, do you have to be a genius to do that? No way. You just have to get going. Which
takes us back to what I personally believe is one of the real problems.

As soon as you start DOING, what is gonna happen?

You’re gonna run into some problem. Something that doesn’t work perfectly. Something in
html you don’t know how to do. Which is OK in and of itself. It just means THAT is the point
at which you need to go LEARN more.

You hop on an html forum and ask a question. You go to an Internet marketing forum and ASK
for help. You read a book or take a class.

But what typically happens is the following sequence:

1. A person DOES something

2. It doesn’t work

3. Person gets frustrated

5. Person blames themselves

6. Person feels it “must be them”

7. Person feels they’ll never succeed at this

175
8. Person’s friends and family chime in “yeah, it’s all a hoax”

Yeah, and those 86 BILLION dollars being sold on the Internet are all a scam too. How do you
break this vicious cycle?

Simple: You realize that if things don’t work, it has NOTHING to do with you. It’s a signal you
need to access RESOURCES. That can be a discussion or help forum. That can be a book, friend
or class.

But I honestly think a lot of people don’t have the capacity for any frustration. And they want
someone else to go to who can solve all their problems for them. That is called dependency.

And I don’t see that trait in people who are successful or make money online. Now, when I got
started in this business, I DID call up my friend Jonathan Mizel and ask for help on how to solve
this or that little problem.

But there are LOTS of computer nerds and techies in the world. There are LOTS of html, php,
graphic design, Photoshop, Paint Shop Pro, web design, writing and freelance FORUMS.

They are all over the place.

People all over the place are GLAD to help you for FREE! If you are STUCK, if you run into a
snag or a problem, what do you do? You get RESOURCES to help you. You go to forums. You
read a book. You talk to someone who has solved that problem. You take a course or a class.

For example, lots of computer BEGINNERS struggle and struggle and struggle with their
inability to USE a computer. That’s like their BIG stopping point and you hear about it over and
over and over. They can’t do this. They don’t know how to do that. They can’t get X to work
because they’re a computer newbie.

It’s almost unfathomable to me. Why? Because there’s a thing called COMPUTER CLASSES.
And in like a short 1-day or 2-day class, you can get up to speed on HOW to use a computer.

There are those Video Professor CD’s sold that teach you how to use a computer. There are
books with step-by-step pictures. In a few days, you can go from computer newbie to pretty
much knowing most of the stuff you need to know to function really well.

If you’re struggling, you ACCESS RESOURCES. You get training. You go to a class. You buy
a video or a class. You take action. Which is the major theme I’m harping on. You do and do till
you hit a snag. Then you de-snag. Then you do some more. Then you de-snag. Then you do
some more. Then you de-snag.

176
That is they rhythm of business and the rhythm of making money. Get used to it. It’s what you do
in business. Every day you’re de-snagging something. Or you have someone you’re paying to
de-snag it for you.

Now, don’t go to the other extreme on this.

I see people in some marketing forums who are like “Oh, don’t buy so and so’s book or course.
All you need is this marketing forum. Everything else is a ripoff. Blah. Blah. Blah.”

Specialized information by someone who really knows their stuff is a Godsend. No doubt about
it. That’s why I’m an information junkie. But if you’re buying stuff just to avoid problems,
challenges and frustrations in DOING and you have a problem of the paralysis of analysis, you
gotta GET OVER THAT.

And if you don’t, you’re gonna be attending one of my seminars in two years, and your question
is gonna be Marlon, I’ve owned the Amazing Formula for two years and haven’t made any
money.

And I’ll say, How many products have you got DONE, promoted, sold and delivered?

And you’ll say NONE.

And I’ll say NEXT QUESTION.

Here’s the truth: You’ve GOT to plod ahead and DO STUFF without all the answers when you
begin. I call this muddling through. You don’t have all the answers. You figure it out or make it
up as you go.

That is called a “tolerance for AMBIGUITY.” And it’s the major difference between an
entrepreneur and someone who has a job. See, at a job, there’s always a boss with the answer.
Always a boss to tell you what to do, when and how.

But as an entrepreneur, you are your own boss. And as such, you have to be able to tolerate
ambiguity. That is, NOT having all the answers before you get started. The answers develop as
you DO. Or you figure it out as you DO. Or you go get help and access resources when you get
STUCK.

And if you create a product and it doesn’t sell well, you go back to your resources on how to
write sales letters and look for what you missed. You compare your letter side-by-side with
successful letters.

177
You state your big benefit or promise more compellingly. You beef up your PROOF that you can
deliver the benefit. You create a crisper articulation of your differentiation…what makes your
product different from other options.

It’s the tolerance for ambiguity. Ambiguity means you don’t have all the answers before you
start. It means being willing to have something NOT work. And yet, see that as a lack of
resources or knowledge rather than some inherit deficit in yourself.

Fact is, every product isn’t a winner. Don’t care WHO you are. Not every product is gonna be a
winner. In fact, products fail more often than they succeed. Now, if you use my 12-product
survey method I teach in the Action Grid, I feel you can increase your odds.

But even at that, not every product is a winner. You do what you can do. And then you say
NEXT. And you get on with it and stop crying in your milk.

I have so many people contact me, come up to me at seminars and such. And they are obsessed
with this 1 product they have that won’t sell, isn’t selling. No matter what they try or do, it
doesn’t sell.

I have the PERFECT solution. It’s called the NEXT method. You get on with it and go to the
NEXT product or idea. And this time, you talk to your customers BEFORE you create the
product. You do surveys. You do a little better research.

That’s what I love about information products. You can do an interview or create an audio in a
few hours. And you can get it transcribed in a few days. BOOM! New product. Get on with it.

Next, you crank out that sales letter. You start with a killer offer. What all do they get for their
money? Then you write a bunch of PROMISES until one grabs you. The headline is THE
ARTICULATION OF THE PROMISE. What are you promising the customer will happen if
they buy your product? That’s the headline. And it better be something that solves a problem or
gives ‘em something they can’t get cheaper someplace else. You can even do a little headline
survey if you want. Then you figure out how you’re going to PROVE you can deliver the
promise.

The methods of proof are spelled out in another chapte of this ebook. And in other courses on
copywriting. After that, you have DIFFERENTIATION, which is also referred to as USP.

If your deal isn’t any different from anybody else’s deal, and there’s no reason they should buy
from you instead of anyone else, then you don’t have a very good product idea. You do NOT
build a product or service THEN as you’re creating the promo go “Oh, what’s the
differentiation?”

178
You BUILD INTO the product the concept of proof and differentiation from the git go. From the
start. As you’re designing the product, those are two of your CHIEF thoughts.

How can I PROVE this promise in a way that is more powerful or compelling compared to the
alternatives or competitors? What would my potential customers ACCEPT as proof or evidence?

You’ve GOT to think about that as you develop your product or service. It’s part of what’s called
“The Offer.” The offer is what people get for their money. The total experience. The total
package of benefits or value.

Another way to look at it is What benefits is someone going to get from YOU they don’t get
from someone else?

And then, you also try to come up with benefits that can’t be easily copied by competitors.

It’s also a good idea to find out their COMPLAINTS about other alternatives and competitors.
Those are things you can deliberately target in your SOLUTION.

But Marlon, I Have A Product And It Doesn’t Sell

The next objection I get is something along the lines of “Marlon, I tried your formula. I created
a product and no one is buying it. Your Amazing Formula doesn’t work.”

Here’s the thing. The Amazing Formula says this:

Find out what people wanna buy and sell it to ‘em!

By definition, if people aren’t buyin’ what you’re sellin’, you aren’t followin’ the formula!

See what I’m saying?

A LOT of people assume it’s their sucky ad copy or sales letter. Or they don’t have enough
traffic. And stuff like that. And sometimes those things are totally true. However, it could just
be that the product sucks! Or maybe it isn’t a good match for THAT group of people. It isn’t
what they want to buy.

Just because YOU think the product is great doesn’t mean the people you’re targeting do.

That’s why law one of marketing is: Find out what people wanna buy and sell it to ‘em. And if
they ain’t buyin’, go back to law one!

179
You may have a GREAT product for ANOTHER target audience. But not the group of folks
you’re tryin’ to sell to.

Just because you create ONE product that didn’t sell does NOT mean Internet marketing is a
scam and you have no marketing acumen or ability. It does NOT mean your spouse and friends
were right about that “Internet marketing thingy.”

It quite often means the product wasn’t a good match for the market.

Here’s another thing that comes up:

Over and over and over people ask me to do ONE THING: Marlon, please look at my web site
and tell me what you think.

The funny thing is, I don’t HAVE to look at the web site in 99% of the cases to know what to
say.

1. You have no headline or the one you have doesn’t have a big benefit stated compellingly

2. The page needs 10 X the number of bullets

3. The sales letter needs to LOOK and READ like a letter, not a brochure.

4. You need more benefits and you need to really explain and spell out the benefits.

5. You need an offer.

6. You need testimonials

7. You need graphic design that looks like something other than a train wreck

8. You need to explain the BENEFITS of the bonuses and spell out the benefits.

9. Don’t assume people will understand why a feature is a benefit to them.

10. Your page doesn’t even have a sales letter at all!

11. Your page has a lot of links on it. Get ‘em off of there.

These things are all spelled out in detail in my product at:

http://www.repairyoursite.com

180
That product basically takes the above points and elaborates on them in a lot more detail. For the
life of me, I’m totally shocked sometimes when people read my products (especially if they have
salescopy.com and pushbuttonletters.com) and produce a site that has a bunch of links and
articles on it and no sales letter or a sales letter that resembles a starving junk yard dog.

People don’t buy skin-and-bone benefits. You gotta spell ‘em out. Make ‘em compelling. Make
‘em live. Do NOT assume people will understand how your product or service will benefit them.

Most sales letters talk about the PRODUCT and not about the potential buyer. But do people
care about your product or service?

NO!

They care about who and what? They care about themselves and WHAT your product or service
will do for THEM! So you talk to THEM about THEIR problems, THEIR issues, THEIR
complaints, what THEY want.

Then, you explain point-by-point how your product or service handles those things for ‘em.

You don’t gotta have pushbuttonletters.com to do that. I mean, it helps. But really, it’s a very,
very basic understanding of how people work and what they think about. They think about
THEMSELVES, not your product.

And the problem is YOU! YOU are thinking about what? You and YOUR product and YOUR
desire to sell your product and how great your product is and all this junk it does and how it’s the
greatest thing since slice bread and it’s better than everything else and oh my gosh my product is
so great and has so many features and looks so hot……

WHEW!

Here’s the thing: People do NOT buy a product or service. They buy BENEFITS. And if you
don’t clearly, compellingly, powerfully spell out in detail how your product or service will
benefit the potential buyer, you’ve created NO VALUE and you don’t have a sale.

Well, Marlon, that all sounds good and everything. But HOW do I do that? Tell me HOW
please!

It isn’t that complicated. Print out my sales letters. And compare my letter to yours. Or print
out any great sales letter that you know is selling. And print it out and compare it side by side to
yours.

The single BEST thing you can do to learn to write sales letters is simply to study great sales
letters.

181
If you want to learn more about writing sales letters, I do recommend my course at:

http://www.salescopy.com.

Does This Describe You Or Someone You Know?

1. You have many options you’ve read, heard and studied about
2. You have a whole list of ideas you COULD do
3. You only have time to do ONE of them!
4. You aren’t sure which one is best to do
5. By the time you THINK you know which one is best, you need money
6. You jump on the one you think will make you money the quickest and easiest
7. You don’t make money or you find it was slower and harder than you thought
8. You figure if you’re gonna work that much, you might as well do one of your other better
ideas.
9. Now you need MORE money than before
10. You jump on the next idea you hear which you think will make money FASTER and easier
than the one before
11. It doesn’t work
12. Now you’ve lost the list of ideas that COULDA worked if you hadn’t got so caught up in
ideas that sounded like they’d bring in fast cash

What’s the answer? You target your group of people. Find out what they wanna buy. Create or
acquire the product or service. Create a promotion. Launch promotion.

But HOW Do I Launch The Promotion? That’s What I Wanna Know!

The basics are covered in other newsletters and in the Amazing Formula. But you start with the
fundamentals.

1. Write your killer sales letter. Get testimonials. Prove the promise. Work on the best
articulations of your promise. Write a clear differentiation.

2. Write an article every day and submit to directories. Put the articles on your site as search
engine bait. Give affiliates permission to use the articles.

3. Set up http://www.automateyourwebsite.com for your product delivery and use the built-in
affiliate module.

4. Create a brandable PDF report you can give to affiliates. You can use a software program
called Viral PDF to do this. That's the one I use.

182
5. Make friends with people who have lists. Troll the forums, make friends, find out who has
lists. Develop a friendship with them.

6. Submit your affiliate program to the affiliate directories.

You’ll notice NONE of the above are rocket science. But they are a lot of DOING! A lot of
action. And when you take action, what happens? You run into snags. You either de-snag or
you get frustrated. Then you let frustration stop you because it hurts emotionally. And we all
move away from pain and toward pleasure.

So the best thing you can do is find joy and pleasure in de-snagging problems. Otherwise, you’ll
be in emotional pain all the time and hate what you do. Either that or make enough money you
can pay others to be your de-snaggers for you.

The Final Hang Up That Stops People From Making Money

The last thing I think stops people is FEAR OF CRITICISM. We all hate to be criticized. But
the fear of being criticized by family and friends is often worse than the actual criticism.

But we all hate to make mistakes or be criticized. If you let that drive your doing to a NEW level
of action, there’s no problem. But if you let it STOP you from taking any action, that is a
problem.

Oftentimes, the worse fear is of SELF CRITICISM. You’re afraid of feeling like a failure.

There are plenty of books that can help you deal with the fear of criticism. But no matter what
your emotional issues are, you STILL gotta get products DONE, get them promoted, get them
GOING. And if they don’t sell, you say NEXT.

You don’t stop, blame yourself, criticize yourself and let it stop you. You keep going.

But Marlon, I STILL Don’t Understand How Come I’m Not Making The
Big Bucks And I Still Got This Stupid Job, And I Don’t Have The Money
I Want!

The answer is a question:

How many PRODUCTS do you have DONE. Promoted. Fully loaded with a killer sales tricked
out with TESTIMONIALS, PROOF, and clear differentiation, autoresponder follow up emails

183
and promoted with an affiliate program and articles submitted to directories and posted on your
web site as search engine bait?

There’s your answer.

You MUST have a clear benefit. You MUST have rock solid proof, especially some killer
testimonials, preferably with audio and pictures. You MUST have products done and promoted.
Multiple products. You MUST have killer sales letters. You MUST have your affiliate program
set up and promoted.

The Number One Thing You Gotta Do

If you wanna make money, the number one thing you gotta do is get products and services
produced and promoted. Plain and simple.

You do that, keep doing it, and do it for a targeted audience that you understand and
communicate with, and pretty much you will be on your path to success.

You do NOT get products DONE. You do NOT get them promoted. You do NOT say NEXT if
something doesn’t sell. And next year you’ll be where you are this year.

In the end, it’s a lot of doing. Either by you or people you hire, pay, barter with or whatever.

It’s all about this:

THE ABILITY TO CREATE AND PROMOTE.

Then, after that, guess what? You create and promote some more. Then some more. If you don’t
like creating and you don’t like promoting, then get a job or keep your job.

But if you love creating and promoting, you’re in the right business. Of course, there are lots of
snags along the way. Things to figure out. Problems or issues that crop up. But you gotta learn
to love that.

It’s all part of the game.

And the best thing you can do is love and savor it all.

If you become a prolific creator and promoter, and you do whatever you gotta do mentally to let
them happen, then I think you’ll find success in this business or in some other business.

I really, really, really, hope that you get the REAL secret to Internet marketing, any kinda
marketing, and the real secret to business and the making of money….

184
You create. You promote. You deliver. Wash. Rinse. Repeat.

In the process, there are frustrations. They key is to NOT stop but to keep going. And to tolerate
ambiguity and just get going and keep going.

Good things happen to people who keep doing and keep learning. Honestly, they do.

One last thing: If you’re female, you MAY want to translate my words and concepts. Let me
explain briefly. I’m a male. Males think in terms out OUTWARD activities. Create. Promote.
Project. Those are male concepts. Females think in terms of ATTRACTION. You ATTRACT
customers instead of PROMOTE TO customers.

To me, it’s all the same. At the end of the day, someone buys your product or service. Same
thing for CREATE. That tends to be a male concept. You may prefer to think of it in terms of
GROW or NURTURE.

I don’t know if that’s a stumbling block or not. I wanted to make you aware of it. It may help
you in reading stuff written by guys. It’s just two sides of the same coin. A different way of
thinking about it. But the same end results.

You got products. People pay money. You deposit the money.

Whether that’s creation and promotion. Or growing and attraction, I could care less. You can call
it diddly and daddly for all I care. The terms don’t matter.

Secret XXXVII
The Final Push To Freedom

There are three steps your brain has to take to accomplishing anything. If you're gonna get your
Supersized Bonus Jackpot Paydays, if you're gonna create steady streams of income, nothing will
happen until you master the following 3 deceptively simple steps:

185
There are three steps your brain has to take to accomplishing anything. If you're gonna get your
Supersized Bonus Jackpot Paydays, if you're gonna create steady streams of income, nothing will
happen until you master the following 3 deceptively simple steps:

1. You gotta SEE

f stats monthly and weekly. I've always felt graphing at least MONTHLY stats was essential.

2. You Gotta Move

After you see, you gotta ACT on what you see. The ability to spring into action separates
entrepreneurs from the rest of the pack.

Here is the BIG DILEMMA in change. And I see it happen all the time.

Anytime you learn something new, you'll go from doing the wrong things WELL to doing the
right things poorly!

That means at first you're likely to get WORSE results than before! This makes what you're
learning seem to be meaningless.

You don't automatically leap from doing things well the wrong way to doing things great the
right way. You have this gap in between.

I call it integrating what you're learning.

KEY INSIGHT: Fear of doing a new behavior poorly is what STOPS people from making
change or progress.

Because the truth is, whatever you try in Internet marketing, whether it's writing an ebook, pay-
per-click marketing, viral marketing or article marketing, you'll likely start out doing it
POORLY!

That's part of the learning curve. And if you let that fear STOP you from taking action, you just
made the BIGGEST mistake of them all. I think this is the secret grinch behind the paralysis of
analysis.

A lot of marketers prepare to start but never START. And the reason is they keep analyzing. We
call it the paralysis of analysis. It's really just the fear of doing a new thing poorly.

Get over it.

186
I'm gonna give you some advice that will pay for this ebook MANY TIMES over if you follow
it.

When that great idea pops into your head, don't second guess it. DO IT without delay. Hop on
it.

You can bet that due to the way things work, someone else has the SAME idea. Your job is to
get it done before they do.

Don't dilly dally. Don't over analyze. Hope on those great ideas and run with them. But have a
base of surveys to work from. KNOW your target audience. That way, you won't get suckered
in by fool's gold.

3. You Gotta Finish

Once you get on track and start getting results, you have to finish.

The keys to finishing are to see the goal clearly, make sure you have the resources, skills, and
knowledge you need then provide yourself a reward for finishing.

A lot of people start to experience success and then stop short of finishing. This is a BIG trap.
You gotta finish.

Now, if ANY of these three steps ring home to you, then I have good news. There's a book that
explores these three concepts in depth.

It's called Leading Strategic Change: Breaking Through The Brain Barrier by J. Stewart Black
and Hal Gregersen.

If you at all identify with any of the three obstacles, I highly recommend the book.

One of the ways to support yourself in finishing is to hook up with others who have similar
objectives and support each other. You can do this in a small group that meets weekly or
informally.

But enlisting the power of your peers and a support group can't be underestimated in importance.

If you don't spend time researching, reading an absorbing, you won't be hurt in the short term. It
seems like a way to save time. Who needs to read magazines, right? Who needs to read those
nasty blogs? What a time waster.

But you'll find out that if you don't, you won't SEE. If you don't SEE accurately, then if you do
MOVE, you'll take the wrong step and won't FINISH.

187
You gotta see, THEN you move. Then you finish.

Now, if ALL you do is SEE and you get stuck in the paralysis of analysis, then you're just
paralyzed. First you see. Then you move. Then you finish.

Understand that when you move on what you see, you'll make mistakes. You'll screw up. You'll
make errors. You'll never know it all.

That's part of the process.

You have to go from doing the wrong thing well to doing the right thing poorly. That's a HARD
transition for most people to make! Which is your competitive advantage. If you do it and you
know full well others won't go through the pain, then you have the advantage, don't you?

You want to have Supersized Bonus Jackpot paydays? You gotta see. You gotta move. You
gotta finish.

188
 Appendix
Examples

189
SENT: 04/05/01
Marlon's innovative new reseller tools

Associate Programs Newsletter #153

CONTENTS:

1. Marlon's new products and innovative reseller tools

2. Did you receive this? Congratulations, another sale!
3. Howard's niche is 80% of the population
4. Useful resource: Forum answers newbie questions
5. MyFree's top affiliate earns $13,261
6. LinkShare lays off staff and other news
7. Isn't it time you started your own ezine?
8. GoTo charges more, pays less
9. I love this country
10. Useful articles you may have missed
11. NEXT WEEK: A guy who hates marketing
12. Thought for today: 90% of your time

__________________________________________SPONSOR__________

Self Serve Advertising -

We Deliver Banner Clicks For .02 cents

High power, low-cost Web site promotion!
Bring your site to life! Make your counters jump!
SelfServeAdvertising.com delivers what all the rest promise!
Open your account now and we will match your deposit.

190
You could have 2500 visitors to your site for $25!
Go To selfserveadvertising.com
[UPDATE: This site no longer exists.]
___________________________________________________________

======================================================
1. Marlon's new products and innovative reseller tools
======================================================

Zany, outrageous Marlon Sanders does things in a style all of his own - and it works.

He also understands exactly what affiliates want - fast-selling products, high commissions and
lots of tools which make selling easy.

Marlon, author of the fast-selling "The Amazing Formula That Sells Products Like Crazy",
"Gimme My Money Now!" and other marketing gems, has just revamped his affiliate program.

He's offering a bunch of new products and some highly innovative reseller tools, which I haven't
seen offered by any other affiliate program.

Now you can sell 14 products and earn 50% commission on each one.

Marlon has organized an outstanding collection of 242 reseller tools for affiliates to use: Eleven
404 error pages, 30 covers, 79 banners, 9 letters, 13 full page ads, 27 buttons, 34 entrance and
exit pops, 17 tips, 11 Q & A's and 11 professionally written product reviews.

Full instructions are given, so even if you've never installed a pop-up ad on your site, you can,
just by following the simple instructions.

Some people hate pop-ups. I'm not too fond of them myself. However, Marlon says: "Are you in
business to please people or make money? Pop-ups make money like crazy."

One of his new products is the Email Bux program.

"It works two ways," Marlon says. "One, we now pass the reseller's affiliate ID through to our
opt-in form at the bottom of our index.html pages. This form offers a free subscription to our
Weekly Marketing Tip. Each Marketing Tip contains a link to one of our 10+ products. We
embed your ID in that link. That means much more accurate tracking because a new cookie is set
with your reseller ID when the link is clicked on. And every email has your ID embedded in it.

"Part two is a subscription form you can place on your web site that embeds your reseller ID in
every subscription."

191
You can get more information by going to:
http://www.AssociatePrograms.com/emailbux

You can offer subscriptions via an entrance or exit pop-up or a form that goes on your site.

Marlon has put all the products on their own domains. However, you need only one reseller ID to
promote all of the products.

"Including the upsells and downsells you make money on, there are more than 10 products,"
Marlon says. "We pay out on our upsells, downsells and our own pop-ups. Many other
companies don't do this.

"Plus, we encode your reseller ID in all our e-mail follow-ups that promote the products for you.
Plus, we use three-year cookies. So, if you already have a reseller ID for amazingformula.com,
you don't need another one. If you have a higherresponse.com ID, you need to sign up again. We
have a link at our web site to help you determine if you need to sign up again."

The reason each product has its own domain is for positioning. Each product now can have its
own identity.

For example, check out:

http://www.AssociatePrograms.com/your-own-products

"It's a very powerful graphic design that we're testing. The graphics are intense, so we're going to
see what they do to conversions. But they load pretty fast - and the effect is powerful.

"The neat thing is, the same reseller ID works for all the different web sites."

Of the four new products, Marlon is very excited about the Push Button Sales Letters -
http://www.AssociatePrograms.com/push-button.

This web-based software writes your sales letters for you. "No one has ever done anything like
this before to my knowledge," he says. "This is NOT a template that you have to adapt to your
business. It guides you in crafting your letter from scratch.

"You just fill in the blanks and click the button. You get a nicely formatted letter you can copy to
your hard drive and upload. It's a hundred bucks and the reseller makes 50%."

Another new product is Speed Publicity -

http://www.AssociatePrograms.com/pr-cash

[UPDATE: This product is no longer available.] - which is all about obtaining publicity.

192
"The methods apply in the U.S. as well as overseas. However, the resources I give apply mostly
to the U.S. I'm not a PR expert. The product is by an expert I partnered with, Elaine Floyd."

Another new product is the "Web Business Operations Manual" - http://

www.AssociatePrograms.com/your-biz , which Marlon calls the "Lisa cloning manual".

"It's a manual we put together by having my customer service person document everything she
does during the day. There's nothing else like it. You can use it as an instant training manual for
your customer service person. There is an option available where you can customize the manual
for your business."

Also new is the Daily Stats Software Beta Version -

http://www.AssociatePrograms.com/daily-stats .
"We do stats every day in our business that tell us nine crucial variables of our success. We had
to custom program these and decided it would be good to offer it to others. This version is a beta,
so it should only be used by those who are experienced computer users."

Affiliates can earn 50% commissions by promoting the individual products or by promoting the
affiliate program itself, because affiliates tend to buy products. There's an extra incentive for
affiliates to buy the product they're selling.

To sign up, just go to:

http://www.AssociatePrograms.com/hits-n-cash

__________________________________________SPONSOR__________

EARN GENEROUS COMMISSIONS

Earn generous lifetime commissions as a Taciton.com associate.

Refer someone to sign up for our Pay Per Click search engine and
receive 25% of their deposit. Earn an additional 5% on all 2nd
tier referrals for life.
Check it out now: Taciton.com/affiliates.htm
[UPDATE: This site no longer exists.]
___________________________________________________________

=======================================================
2. Did you receive this? Congratulations, another sale!
=======================================================

193
Sell once, earn indefinitely. That's what you can do with affiliate programs which pay lifetime
commissions or residual commissions.

For example, yesterday and today top affiliates in the SiteSell affiliate program have been
receiving a bunch of messages saying:

"Congratulations, another sale!"

"Congratulations, another sale!"
"Congratulations, another sale!"

... and it's for a product they haven't even begun promoting.

That's right. They're earning commissions on a product they're not promoting.

These affiliates are earning the commissions because previous customers are now buying
SiteSell's latest product, "Make Your Net Auction Sell!" by Sydney Johnston.

Those customers know that SiteSell always OVER-delivers, producing very high quality
products, so they're rushing to buy the latest book, and affiliates are earning commissions on
those early sales.

SiteSell President Ken Evoy calls the book "a down-and-dirty-no- holds-barred approach to
capitalizing on the biggest and most exciting craze" on the Internet.

It tells you how to quickly learn to run an online auction business, profitably and efficiently. You
don't even need to have web site to earn great money with a Net auction business.

You can learn more about "Make Your Net Auction Sell!" here:
http://makemy.sitesell.com/mynas/

[UPDATE: The new version of this book is free.]

You can join the affiliate program here:

http://www.AssociatePrograms.com/affiliates

Lifetime commission programs are fairly rare but growing in popularity.

Christopher Pearce has hunted down 31 programs which pay lifetime or residual income
commissions. He reviews them here:

http://www.LifetimeCommissions.com

194
Be sure to sign up for his newsletter to keep up to date with lifetime programs. He does a good
job of the reviews.

==========================================
3. Howard's niche is 80% of the population
==========================================

Here's a little success story.

You've probably read the advice: If you want to succeed on the Net, create your OWN products.
That's what Dr Howard Knudsen is doing.

He decided to write about a topic in which he is already a specialist - back pain.

"I knew I had a good niche, because 80% of the population will suffer lower back pain," he says.

"My background is in treating patients with back pain as a doctor of physical therapy and
certified strength and conditioning specialist. I provide my patients with specific exercise and
self-care instructions to help control and eventually eliminate lower back pain."

His challenge is converting current scientific findings into self-care instructions that the general
population can follow.

"The problem is, I'm not another Ernest Hemingway. I went as far as writing a table of contents,
but then I crashed before I even started! I guess you would call it writer's block."

Fortunately, Howard came across "Make Your Knowledge Sell" (MYKS) - http://
www.AssociatePrograms.com/myks - by Ken Evoy and Monique Harris.

"They promised to teach how to: 1. Pull it out of your brain, 2. Publish it, and 3. Sell it on the
Net. The price was inexpensive and they guarantee their product, so I gave it a try. After
exploring the first few sections I was amazed at how many ideas I was coming up with. I had to
carry a notepad with me wherever I went.

"Now, I have published three ebooks on exercise with self-care instructions and even digital
video clips of specific exercises. I am working on two additional ebooks. The next phase in my
master plan will be to create info-products in VHS video format. Luckily, MYKS has a section
that provides all the details."

Howard promotes his books at http://www.HomeExerciseProgram.com. [UPDATE: This site no

longer exists.] He sells an average of about 30 a month with $25 profit on each.

195
"Obviously I would like to sell more, like 10 times more, but this is a start."

You probably don't want to write about back pain, but I'm sure there's a hobby or business
subject you could have fun writing about. A little brainstorming will reveal it.

This is the book which makes it easy: "Make Your Knowledge Sell!" - http://
www.AssociatePrograms.com/myks

==================================================
4. Useful resource: Forum answers newbie questions
==================================================

If you're looking for a place to ask all those puzzling questions you have, a good place to try is
the forum at the Newbie Club.

You can ask a question or browse some of the more than 1,500 messages. Everything is listed by
topic, so it's easy to explore and learn.

Topics include web page design, hardware concerns, backing up, browsers, tips and tricks and
more.

Tom Glander and Joe Robson, who run the site, say participation in the message board is free
and no password is needed.

http://www.AssociatePrograms.com/newbie

=======================================
5. MyFree's top affiliate earns $13,261
=======================================

MyFree's top affiliate earned $13,261 in February, says Stuart Hochwert of MyFree. The online
newsletter publisher has 45 titles. It pays a commission for each sign-up.

The top 10 MyFree.com affiliates for February, 2001 earned:

$13,261.00
$10,091.20
$9,947.50
$5,166.00
$3,665.20
$3,480.80

196
$3,662.00
$2,993.00
$2,936.00
$2,915.00

Average conversion: 13%.

Average click-through: N/A - "our affiliates use banners, text links, newsletters, solos, etc,"
Stuart says.

Average earnings of the top 20% of affiliates: $2,505.

==========================================
6. LinkShare lays off staff and other news
==========================================

LinkShare has reduced its staff by between 10% and 15%, mainly from its New York City
headquarters. Chairman and CEO Stephen Messer says LinkShare's revenue of $7 million in the
fourth quarter of 2000 was significantly ahead of Be Free's.

QuinStreet has partnered with Topica. Under the agreement, QuinStreet will be Topica's first
provider of performance-based revenue generating opportunities to its more than 70,000 list
publishers. QuinStreet is an affiliate network with a number of high quality merchants - http://
www.AssociatePrograms.com/quin

The Webstakes.com, which offers instant games and sweepstakes, says its affiliate program
(LinkShare) will be put on hold until a site re-launch later this year. All commissions owed will
be paid.

CompuBank sells bulk of operation to NetBank

localbusiness.com/Story/0,1118,NOCITY_705111,00.html

The Secrets Of Interstitial Advertising

adsguide.com/article.php?id=10

Internet Retailer Wine.com Lays Off 245

dailynews.yahoo.com/fc/Business/Downsizing_and_Layoffs/

============================================
7. Isn't it time you started your own ezine?
============================================

197
Have you considered starting your own newsletter but lack the confidence or the information you
need?

Here's a fact to chew on: Ray Owens, the owner of the Joke A Day newsletter, earns close to
$150,000 a year from his successful ezine. (I interviewed him way back in April 1998 when he
was bringing in $200 to $300 a month.)

If you're wondering where to start, a really good place is a new book by Kate Schultz, founder of
Ezine University and co-founder of E-Zinez - a newsletter for e-zine publishers.

Her book, "Ezine Adrenaline: How to Create, Publish and Market A Profitable E-zine on the
Internet" is a thorough, no-hype guide to ezine publishing and marketing. It tells you all the stuff
you need to know.

I recommend it.

[UPDATE: Kate's old book is no longer available. For a more advanced guide to email
publishing, I recommend The Insider Secrets to E-mail marketing - Advanced Series by Derek
Gehl and the Internet Marketing Center. These really experienced guys show you everything,
from growing a super-responsive opt-in list as quickly as possible, to generating the highest
possible revenue from every email you send, to protecting your business from being wrongly
accused of spamming and knowing how to effectively deal with it if you are. This is vitally
important stuff you need to know before you begin.]

================================
8. GoTo charges more, pays less
================================

GoTo isn't only charging more, it's also paying less.

GoTo is paying affiliates 2 cents per click-through on the GoTo Search Box, down from 3 cents.

======================
9. I love this country
======================

(If you're in a hurry, you can safely skip this section.)

Joanna and I have been drawn irresistibly - complete with our laptops - back to Central Otago in
New Zealand's beautiful South Island.

198
I've been going for early morning lakeside walks, which are doing a wonderful job of steadying
my cardiac arrhythmia. (One doctor is convinced exercise won't help. Another doctor is
convinced it will. You can guess which one I believe.)

It may be spring where you are, but it's early autumn here. The willows and poplars by Lake
Dunstan are beginning to turn golden and the rosehip bushes are laden with plump orange
berries. Leaping trout occasionally disturb the reflections on the lake and rabbits scurry out of
my path. On an hour-long walk, I seldom see another person.

If you have to work for a living, New Zealand's Central Otago is a superb place for it at this time
of year. For the curious, here are some photos of Lake Dunstan - http://www.cromwell.org.nz .

A sprinkling of snow has appeared on the nearby mountains. It's nearly time for us to head back
to our house by the beach in Queensland, Australia.

On one of my lakeside walks, I started thinking about why I'm still earning a good living while
so many companies have crashed. It's partly because of the strength of the companies and
products I've chosen to promote.

Back in November, 1999, I wrote this article:

"Which programs should I sell? And 17 reasons why"

http://www.AssociatePrograms.com/articles/376/1/Which-affiliate-programs-to-promote

I've just thought of an 18th reason. These guys don't crash and burn. They just go from strength
to strength.

_________________________________________SPONSOR__________

ATTENTION: Associate Programs Readers!

Here's a new associate program you should take a look at.

It's $89.10 commission for a new and different product!
And it's also less than 60 days old!
http://www.writeabooknow.com/affiliate.html
___________________________________________________________

=======================================
10. Useful articles you may have missed
=======================================

199
Previous articles:

Want traffic? Go out and get it

http://www.associateprograms.com/search/newsletter152.shtml

17 strategies from highly successful web sites

http://www.associateprograms.com/search/newsletter151.shtml

How fast learner Yanik Silver succeeds

http://www.associateprograms.com/search/newsletter150.shtml

15 ways to cope with GoTo.com's price rise

http://www.associateprograms.com/search/newsletter149.shtml

Seven tricks the search engines don't want you to know

http://www.associateprograms.com/search/newsletter132.shtml

At last! Practical Guide for affiliate program managers

http://www.associateprograms.com/search/newsletter145.shtml

15 things super affiliates do to achieve super results

http://www.associateprograms.com/search/newsletter128.shtml

Are you new to affiliate programs? I highly recommend the free "Affiliate Masters" e-mail
course. Download it here:

http://www.AssociatePrograms.com/articles/302/1/Free-Affiliate-Masters-Course

========================================
11. NEXT WEEK: A guy who hates marketing
========================================

(I was planning to publish this article today, but I don't want to make this edition too long.)

Do you hate marketing? If so, you could learn from next week's Associate Programs Newsletter.
I'll have an interview with an Australian who hates selling but has a web site which brings in a
very useful income.

=======================================
12. Thought for today: 90% of your time

200
=======================================

"If you are not spending 90% of your working day on marketing, something is wrong. Fix it!" -
Mark Joyner.

SENT: 11/15/08

Memo To: {!firstname_fix}

Memo From: Marlon Sanders
Re: Marlon's Marketing Minute for November 15

Hello,

Marlon here.

This week is killer:

Marlon's In-Depth 16-Point Guide To Hiring Your First Part Time

Virtual Assistant Based On How I Hired My Own Virtual Assistants.

I have field-tested answers to these questions:

-- Can you afford it?

-- Where do you find them?
-- How do you work with them?
-- How do you save 50% on their pay?
-- What country should you hire them from?
-- What if their work isn't up to par?
-- What skills do they need?

201
This is NOT theory. This is all based on what I've personally
done.

Save this for reference and use it as a checklist

/////////////////////////////////////////////////////////////

Take the article, change the URL in the resource box at the
end to a reseller ID and stick it on your web site, blog,
Facebook blog, Myspace blog, Hub Page, Squidoo lens, or Google
Pages.

Put it up and announce it on Facebook, Twitter, your blog,

email, or whatever else you have.

This IS an article people will want to read. You WILL make

sales from the link in the resource box.

If you don't have a reseller ID, just go to:

http://www.getyourprofits.com and sign up. It only takes
2 minutes.

There are 5 ADS at the end of this ezine. You can replace
all THOSE with reseller links if you want.

Marlon

P.S. Read the announcements...Pimp Your Website Webinar

soon! Also, on the last Ateam call, I tore apart a multi-million
dollar model that is very simple. One short squeeze, one
Camtasia video and forced continuity.

PPS: Other marketers ONLY send you good content during their
product launch. I'm with you every week, motivating, inspiring,
educating. Where are THEY when a product launch isn't going
down?

I'm here every week delivering rock solid content based on years
of experience.

******************************************
Marlon's Marketing Minute
Electronic Newsletter

202
http://www.promotemarlon.com
Vol. 3, #39, November 15, 2008
******************************************

This issue contains:

A. Sponsor Advertisement: Last chance to discover a clever

way to create killer stuff using stock video.

B. Announcements from Marlon (Important)

C. Main Article: Marlon's In-Depth 16-Point Guide To Hiring

Your First Part Time Virtual Assistant Based On How I Hired
My Own Virtual Assistants

D. Services You Can Use

Brought to you by: Marlon Sanders - Publisher

^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^

A. SPONSOR ADVERTISEMENT

LAST CHANCE

Grab the brilliant video by Adeel Chowdhry on how to mash

together stock video, stock sounds and stock music to create
an attention-grabbing, compelling video you can put on your
sales page, Facebook, Squidoo lenses, Hub Pages, or even
Twitter out to your list.

http://www.TurboProfits.com/tracking/go.php?c=nov15ezineadeel

Marlon Sanders

(You can see the video in action on the bottom of Promo

Dashboard or on Adeel's site at: overnightaffiliatecash.com.
Adeel is an up-and-coming superstar and a great example of how to
build up to guru status beginning from scratch. Watch and learn!}

^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^
B. ANNOUNCEMENTS FROM MARLON

203
One: Follow me on Twitter

http://www.twitter.com/marlonsanders

This way, if you don't get my emails, you get my Twitters.

Two: Ateam Call ROCKED!

The Ateam call this past week ROCKED. If you missed it the
audio will be posted this next week. You need to hear it.
I break down a multi-million dollar model.

Three: AFFILIATES -- I'm totally revamping the way you get

your tools and stuff. This is going to 100% rock!

Four: PIMP YOUR WEB SITE WEBINAR

Watch your email. Should be this NEXT week. I'll announce

whose web sites get pimped.

^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^
C. Marlon's In-Depth 16-Point Guide To Hiring Your First Part Time
Virtual Assistant Based On How I Hired My Own Virtual Assisants.

Save this for reference and use it as a checklist

By Marlon Sanders

^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^
Let's talk about hiring your first part time virtual assistant:

-- Can you afford it?

-- Where do you find them?
-- How do you work with them?
-- How do you save 50% on their pay?
-- What country should you hire them from?
-- What if their work isn't up to par?
-- What skills do they need?

One of the big steps in your online career will be

when you make that move to hire your first online
assistant.

204
There are many ways to outsource your work. You can,
of course, hire freelancers off of elance or other
sites.

That's good for one-off projects.

But very soon in your career, you're going to want

to hire a part time virtual assistant and later a
full-time one. That way, they can learn over time
how you think and what you want.

You get a higher quality result with less work.

As you know, Lisa worked for me for 7 years. I've

had other virtual assistants. And now I have some
employees. But I worked my way up to this point over
time.

Here are my tips for finding and using your first

part time virtual assistant:

1. Hire someone in Canada. They have high speed Internet

and are Internet savvy. If you're in the U.S., they're
on US time.

Lisa was in Canada. Rick Hanson did my technical stuff

for many years. He's in Canada.

2. Hire someone in your relative time zone.

It's hard for me to work with virtual assistants in UK

or Australia because of the time zone difference.

Whatever country you're in, I think you need to look for

someone in the same time zone. That way, you can collaborate
on projects during work hours.

The cool thing is that if you're a night owl, you can find
a time zone where that's someone else's work day.

3. Grab a 50% discount on pay

The great thing about Canada when I started there with Lisa

205
was I got a 50% discount due to the exchange rate. Over
time, this wilted.

But when you're getting started, look for that exchange rate
discount.

4. Use your resources to find people

a. Craigs List -- That should be obvious. I love using

Craigs List.

b. Newspapers. I ran classified ads in several newspapers

in Canada.

c. Post in forums. Post what you're looking for in forums

like Warriorsforum, Digital Point forums, the Rich Jerk
forum, abestweb forum, Anthony Blake's forum (ablake.com).
There are many other forums you can use, depending on the
talent.

5. Do NOT be scared to hire someone if you have revenue.

As long as you have a profitable sales process, don't be

scared to hire someone part time. You'll NEVER feel like
you can afford it.

But as long as you have a product that's selling, a target

market and a lead generation process, you will very likely
find it pays off.

You WILL be scared to death to hire that first person. But

if you have a sales process that's working, I really believe
it'll free up your time and let you concentrate on higher
return activities.

Face it, answering customer service emails doesn't make you

any dough.

6. Hire talent over pay

I'd rather pay more and get someone really talented than
pay less and get mediocre talent.

206
You want someone you don't have to train. Trust me on
this one.

7. Find someone with exposure to Photoshop and good writing

skills. When you're hiring that first virtual assistant,
you need a jack of all trades.

Someone whose very computer savvy, has had a little customer

service experience, good writing skills, and a little art
background or Photoshop is great. It's ideal if they can
do the basics in Dreamweaver.

When I hired Lisa, she was already doing customer service

for Internet Marketing Challenge but they let her go when
Corey bought the company. She could do a drop shadow in
Photoshop and had taken a correspondence course on html.

8. Call them first thing every day and plan the day's work.
Even if they're part time, you need to review their work
plan daily. Just call and go over the work for the day.

This is why I say you need someone in your time zone. In

my opinion, Skype doesn't cut it. You need to be able to
talk over the phone.

And you need to be able to EASILY reach the person. If you

have to email them and get a response overnight, this isn't
going to work out long term.

Yes, you can do that for repetitious outsourced projects.

But the virtual assistant person is your RIGHT HAND. You
need them on demand at least during set hours.

9. Here are some tasks you can have them do:

a. Fix html problems

b. Customer service problem solving
c. Compile pdf's
d. Create reseller pages and contests
e. Respond to the needs of affiliates or jv partners
f. Create products
g. Design banner ads for affiliates
h. Write emails

207
i. Write postcards to resellers
j. Do things you don't want to

10. Dictate your promo emails to your VA.

This is why you want someone you work with every day. You can
dictate your promo emails to them.

Over time, they'll learn how to type these up and you get
promos out to your list just by dictating an email in your
morning call.

11. Set rules upfront about days off, time off, emergencies
and advancing pay.

a. Set a rule upfront that you don't advance pay.

b. Set a rule on time off from work hours for personal errands.

Virtual assistants sometimes don't see it as a job. And you have

crucial tasks for the day when they up and announce they have a
dentist appointment or need to take a family member to the
Pharmacy. Whatever. Set the rules upfront.

c. Decide if there will be vacation time.

d. Have some form of non-disclosure agreement even if it isn't
legally valid. At least you can have a clear, unambiguous
agreement.

12. Be quick to pull the plug.

If junk goes on such as their Internet goes down all the time,
tasks don't get done and you get excuses, critical mistakes are
made, pull the plug.

13. You'll know within one to two weeks if the person is good.
A bad hire will want to take a month to get up to speed and
research the tasks. A good person will hop right in and start
doing work.

14. Let the person in your plans. Brainstorm with them. Let them
experience fun and exciting tasks also. Don't always just give
them boring stuff. Find out what they love to do and see if
you can work some of those things into their responsibilities.

208
15. Let them grow in the position.

If you see potential, talent or abilities they aren't using,

pay for them to get a little training and see if that talent will
blossom.

I bought Lisa a Photoshop book and in 30 days she had gone through
all the tutorials and was amazing. But she had an art background
and tons of talent.

16. The hardest person you'll EVER hire is your first.

I remember Corey (Rudl) telling me that once over the phone. And
it was so true. And it's true.

-----------------------------------------------------------
Marlon Sanders is the author of "The Amazing Formula That
Sells Products Like Crazy."

Check out all my products here:

http://www.marlonsanders.com

(SIGN UP AS A RESELLER, put YOUR reseller URL and ID where

the above link is, post this on your web site and make some
dough for spreading a killer guide everyone will want to
read.)

//////////////////////

REPRINT RIGHTS: You have permission to use the above

article without omission and including the resource box.
You have the right to insert your reseller URL for any
products I mention

^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^

D. "Services You Can Use

(If you want to post this ENTIRE ezine, you can replace the
following links with your RESELLER links)

209
Stop trading time for dollars and start trading products for
dollars: http://www.productdashboard.com

Save 100's on graphic design:

http://www.designdashboard.com

NEED A SALES LETTER? Fill in the blanks and click a button.

http://www.pushbuttonletters.com

Many people have copied my software. But there really and

truly is only ONE original.

=============================================

E. MY SPECIAL THANKS TO THE FOLLOWING PEOPLE

WHO HAVE SUPPORTED MY PRODUCTS AND CONCEPTS OVER
THE YEARS:

Allan Gardyne
Michael Merz
Bill Hibbler
Jim Edwards
Sasi Kumar
Ewen Chia Ti Wah
Michael Wong
David Vallieres
Titus Hoskins
Michael Paetzold
David DiPietro
Brian Terry
Dan Kelly
Michael Filsaime
Dave Lovelace
Derrick VanDyke
Matt Adler
Sean Mize
Gary Martin
Melanie Mendelson
Keith Wellman
Joshua Jenkins
Jeremy Burns
Sharlene Raven
Michael Nicholas

210
Anil Kumar
Joel Comm
Gabor Olah
Craig Haywood
Sterling Valentine
Frederic Patenaude
Jessica Clark
Liz Barton
Roger Hall
Marc Horne

Thank all of you. You have my gratitude forever.

Your contributions to my life and my business do
not go unnoticed nor unappreciated.

If we stand tall, it IS because we stand on the shoulders

of giants.

Copyright 2008 Higher Response Marketing Inc.

All rights reserved.

SENT: 11/12/08

Memo From: Marlon Sanders

Memo To: {!firstname_fix}
Re: How to create stunning videos using "stock footage" in 59
minutes -- or less!

Hello,

Marlon here.

Not long ago I saw this drop dead video on a site by Adeel
Chowdhry.

I contacted him and asked how he did it.

I found out he:

1. Grabbed some inexpensive stock video

2. Got some killer sound effects from another site, also

inexpensive

211
3. Got a music track, also inexpensive

4. Put them together in Camtasia for a really killer video effect.

You can SEE what I'm talking about on Bonus 3 at the BOTTOM of:

http://www.TurboProfits.com/tracking/go.php?c=adeelpromo

As you can see, this video REALLY pops!

Now, Adeel is an up-and-coming superstar. He graciously offered

to create a video that showed YOU how in 59 minutes you
can create killer video stuff like this for YOUR promo pages,
sales letters, Myspace, Facebook, Youtube vids or wherever you
want to use them.

This is clever and not something that is that easily figured out
on your own. But it's EASY and FUN when you discover the secret
tactics and resources for the videos, sound effects and music!

For the next 72 hours, it's a bonus for buying Promo Dashboard.

http://www.TurboProfits.com/tracking/go.php?c=adeelpromo

Best wishes,

Marlon Sanders

PS: EXISTING CUSTOMERS

It's on a bonus tab. You're grandfathered in!

212
SENT: 08/16/08
Hello,

In this issue:

"The 6 Parts Of A Sales Machine That Won't Quit"

I know you're being hit UP for every offer in the world. Keep in
mind that the ONLY way you get money for YOUR bills or escape YOUR
job is to make the transition from being a consumer only of info
products to a producer and a promoter.

Look at today's article as a check up from the neck up to see WHERE

you are at in the process and where you NEED to be.

The BONUSES for you Promo Dashboard buyers are on the bonus
tabs.

The QUICK START call will be next week. I don't remember the day
but I'll send an email on Monday.

213
There is a 60-day FORUM to support you. It's on the tabs when you
log in at: http://www.productlogin.com

Marlon

******************************************
Marlon's Marketing Minute
Electronic Newsletter
http://www.promotemarlon.com
Vol. 3, #26, August 16, 2008
******************************************

This issue contains:

A. Sponsor Advertisement: A few bullet points from the

Product Dashboard sales letter.

B. Announcements from Marlon (Important)

C. Main Article: Here's How To Make Internet marketing Work For You!

D. Services You Can Use

Brought to you by: Marlon Sanders - Publisher

^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^

A. SPONSOR ADVERTISEMENT

It is NOT about traffic. It picks up where traffic leaves off

In other words, once people hit your SQUEEZE page, this is

what Promo Dashboard is about:

==> Getting people onto your email list

==> Creating a highly attractive freebie that will COMPEL

people to join your email list

==> Exactly, specifically HOW to create screen capture videos,

PDF's, courses and other "freebies" that will GET people to
join your list.

214
==> Getting people to CONFIRM their email (very important)

==> Sending out email promos to those folks

==> Taking them FROM emails to podcasts, videos, PDF's and

other tools to get 'em to BUY!

==> How do you REALLY get people to buy? I remove all the b.s.
and "guru speak." It ain't that complicated! I show you how
you really do it.

==> I'm the ONE guy making things simple for you. Taking
away the smoke and mirrors instead of creating endlessly
complex charts, power points, systems. Sheez. No wonder you're
confused and overwhelmed!

==> How to pimp out your PDF's, do the right lighting for videos,
add cookie-based deadlines that vanish, add reflections to
your PDF call-out quotes, get people on your list, troubleshoot.

http://www.promodashboard.com

^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^
B. ANNOUNCEMENTS FROM MARLON

One: Do You Have Unresolved Customer Support Issues?

If you have a customer support issue of ANY type, whether it

may be a question on affiliate commissions, product not
received, problem logging in or just something you're confused
about, here is how to get help:

http://www.getyourproduct.com

Two: Joel Comm's book launches beginning of September

Joel Comm's revolutionary new book on the history of Internet

marketing coming soon. This book is gonna be big and it launches
on Tuesday. It's much more than just "history." But that's in
there.

You have a REAL treat coming.

215
Three: Did You Get Your Evergreen System Transcripts?

The link was sent by email. If you didn't get it, contact Tim,
I'm also doing a mini Dashboard for it that's be a freebie
for ya.

Three: If you're an affiliate, I NEED you to help us promote

Promo Dashboard. With the massive amounts of launches I need YOU
to help us break through the noise!

http://www.promotemarlon.com

^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^
C. The 6 Parts Of A Sales Machine That Won't Quit

By Marlon Sanders

Let's talk about you and your sales machine.

You get people into your funnel. You send 'em emails and sales
messages. Take 'em FROM those emails to "conversion pieces" and
you sell 'em. Or give 'em reasons to buy now.

Whatever you wanna call it.

I've tried hard over the past 6 months to convince you to create
your own products. Whether you have or haven't, it's now time you
move on and learn to build your list and your sales machine. If you
don't have your own product by now, just get started using affiliate
products.

Here are the 6 steps to building your sales machine.

1. Research your target market to know the blogs, forums, and web
sites your target audience visits.

You want to look at the signature lines in forums to find out who is
selling what to whom.

You want to find out WHO the list owners are because they're your
potential joint venture partners. In other words, they're the ones
who might sell your product to their list for a commission on sales.

216
You want to look at the blogs and forums and find out if there are
Google Ads on the page (if so, you can buy an ad on that exact page
using Google's site targeting and pay ONLY when someone clicks).

You want to see if you can purchase banners there and so forth. You
want to write up an in depth profile of your ideal buyer, including
their age, income, educational level and web sites they frequent.

2. Create a hot freebie that'll compel 'em to join your email list.

In Internet marketing the past 6 months, highly sophisticated

product launches have taken over that involve videos or other things
being given away in exchange for an email address.

The formula is STILL the same:

Get people on your email list and sell 'em. Only on product
launches, you do the selling part in a collapsed time frame like a
day or a week buttressed by the social support of all your buddies
(or allies) emailing the same offer at the same time.

The ART of the product launch that a few people have mastered is how
to get all their buddies and affiliates to email for THEM without
having to do reciprocal emails for all of them.

In most target markets, you won't have that problem. In Internet

marketing it's an issue because everyone is obviously a marketer and
has their own thing to pitch.

Anyway, the point is, you wanna find something really hot that'll
make people WANT to join your email list and confirm their email.

3. A Squeeze page and email thank you/confirmation process that is

a well-oiled machine.

Once people join your list, they go to a thank you page. You
usually use that page to convince people to go to their email and
click the confirmation link. Then after they click THAT link, you
take them to a special offer.

In modern terminology, it's an OTO. In truth, it's nothing

different than what has been done for 1,000 years. A special offer

217
with a time limit.

Don't you know that 1,000 years ago the big marketing trick was to
sell your camel by throwing in the mule but only if you bought that
day?

One thing that HAS changed is the format of the pitch. There is
some evidence things are going more to video pitches vs. text,
although I haven't seen a lot of evidence of that with my target
market.

I still like sales letters as the primary tool supported by audio

and video.

4. Email that gets delivered

You need a reliable email service and a way to monitor delivery.

I get stats on my email delivery. I average about 75%. But
sometimes it'll go up to 95%.

The problem with cheaper services is you probably won't get as good
of delivery as you get with more expensive services. But the
service itself costs quite a bit more.

5. Regular emails to your list that pitch and give value.

You need to have a ratio between pitches and content or value if

possible. I didn't used to do this. But in today's market, I feel
it's important, although debatable.

If you have a situation where tons of affiliates will go to bat for

your product launch, your own list doesn't matter much.

I'm doing this ezine because I feel the content helps people stay
on my list and retains readership. I'm one of the ONLY (if not the
only) major brand name teachers doing this.

6. Send people to your blog, mp3 audios (podcasts), videos, live

video, recorded video, screen capture video and other sales tools.

If your people aren't BUYING, employ "The Full Arsenal." Send 'em
links to something that does a more in depth sales job than the
email can like audio or video.

218
You do NOT HAVE to use "The Full Arsenal." Some people don't like
audio or video. I encourage you to use it. But you can succeed
without it.

Here's a little mini checklist for implementing "The Full Arsenal."

-- How to record audio, edit it, add a nice little music track to
the beginning, sweeten the sound and turn it into nice flash buttons
for your web site, this is a skill worth learning.

-- On video, you should know the basics of 3-point lighting. And be

able to convert video to FLV. That's a minimum skill. Yes, you can
farm out some of it. But it isn't all that complicated to learn.

-- You need to know how to use Camtasia or Camstudio to record

screen video and save it to a SMALL file size, so it'll stream right
on your web site.

-- You need to know how to use Power Point or the Presentation

software in free Open Office to create slides you record with
Camtasia.

-- And I think knowing how to create cool backgrounds is a plus.

-- You should be able to put audio and video on your blog.

On video, the LIGHTING makes ALL the difference in the world.

Knowing the basics of lighting really helps. And on screen video,
having decent audio helps.

The minimum learning curve would be doing SCREEN video and audio
podcasts. Those two are ESSENTIAL in this business.

I'll add that I teach everything above in the New Promo Dashboard,
although the part on lighting isn't complete. I refer you to a
$30 DVD you really need to buy to learn to do lighting right,
although there are some decent tutorials for it on Youtube.

But this isn't a pitch. These are the things you need to know and
do. They aren't sexy but they ARE the guts of the business.

In 30 minutes to 2 hours a day, you can make a real dent in learning

219
these skills.

But the most crucial ones are everything down to row 6 "The Full
Arsenal." You can add those skills as you go along.

But you gotta know where and how to REACH your target audience,
how to put together a freebie that attracts 'em, how to put up the
Squeeze page and how to send out emails that get 'em to buy!

This is ALL the "gurus" do. Except they get all their friends to
promote on the same day or week. But the process is exactly the same.

So let me ask you a question: WHERE are you on these 6 steps?

Where are you STUCK at?

What will it take for you to get to the NEXT step? To get unstuck?
Post that to my blog if you want a response from me.

http://www.marlonsnews.com

Best wishes,

Marlon Sanders

-----------------------------------------------------------
Marlon Sanders is the author of "The Info Product Dashboard."
If you want to create your own info products, go to:
http://www.productdashboard.com

//////////////////////

REPRINT RIGHTS: You have permission to use the above

article without omission and including the resource box.
You have the right to insert your reseller URLs for MY
products into the article in place of MY links.

^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^
D. "Services You Can Use"
^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^

If you are SMART enough to have read this FAR, you'll recognize I'm
making a mistake below by NOT offering free reports and lead

220
generators. It's on my to do list.

YOUR OWN AFFILIATE PROGRAM?

http://www.affiliatedashboard.com

PUT UP YOUR WEB SITE? Discover how easy and simple it can
be to do your own graphic design (or at least some of it).
Plus, find out the exact resources I recommend to save a
bundle. Avoid going down the wrong path.
http://www.designdashboard.com

NEED A SALES LETTER? http://www.pushbuttonletters.com

Many people have copied my software. But there really and
truly is only ONE original.

AVOID THE TOP TEN DESIGN MISTAKES. FREE REPORT

http://www.designdashboard.com/top10

=============================================

Copyright 2008 Higher Response Marketing Inc.

All rights reserved.

SENT: 08/15/08
Subject: {!firstname_fix} -- Update: David Now Expires at 12:30 a.m.
Memo From: Marlon Sanders
Memo To: {!firstname_fix}

Re: 12:30 a.m. expiration

Hey,

Marlon here.

Great content coming in my ezine tomorrow. Watch for it.

I know it sounds bad. Not much room in the subject line. What I
mean is, the OFFER to get David's interview FREE expires at
12:30 a.m.

That is 1 1/2 hours later than my original expiration of 11 p.m.

I forgot it's Friday and you may be up late:

221
http://www.promodashboard.com/indexB.php?name={!firstname_fix}

* NO product

* NO list

* NO target market

* No freebie to offer

* No money to pay for an autoresponder service

And David made it happen in 28 days.

The freebie. The target market. The offer. And he got names on
his list and sold 'em.

It's an inspiring interview if you're struggling or scraping.

Also a great interview for you Aussies!

http://www.promodashboard.com/indexB.php?name={!firstname_fix}

Best wishes,

Marlon

P.S. The interview is on the BONUS tab.

EXISTING customers are grandfathered in. Check your bonus tab.

MORE interviews that are HOT and totally content filled
(NOT pitches) will be added.

Join now and get grandfathered today!

http://www.promodashboard.com/indexB.php?name={!firstname_fix}

SENT: 08/15/08
How David Started In 28 Days With No List & No Bux & No Target Market!

Memo From: Marlon Sanders

Memo To: {!firstname_fix}
Re: How to get money in the door fast even you have no

222
list and no bux

(Free bonus interview expires at 11 p.m.)

Hello,

Marlon here.

First of all, since I've sent you a lot of promos this week, I'm
gonna try to dig up some great freebies to say thanks for being
on my list and reading my emails.

David Cavanagh is a friend of mine. He lives in Thailand and

enjoys life there to the hilt. His wife is beautiful and gets
to travel and speak all over that part of the globe.

David speaks at many Internet marketing seminars and specializes

in helping newbies get their first traffic and first list. He's
brash, opinionated, and always entertaining and fascinating to
listen to.

His story is VERY inspiring and practical. So much of the fancy

stuff I see is great but WAY out of the budget of most beginners.

David got started in the Gold Coast of Australia with almost NO

money and ZERO list.

And get this. He didn't even know his target market.

Yet, in 28 days he got money rolling in, got names on his email
list and was sending out promos using a FREE autoresponder service
that put ads in the outbound emails.

I got David to tell his whole story in a very informative, engaging

and inspiring interview.

If you get Promo Dashboard today before 11 p.m. I'm gonna throw in
this interview that is worth more than the Dashboard itself if
you're struggling to get started.

I'm expecting to get the interview posted by this afternoon. It's

as bit of fun converting the file to an mp3 for some weird reason.

223
Anyways, I'll get the interview to you on the bonus page.

http://www.promodashboard.com/indexB.php?name={!firstname_fix}

EXISTING CUSTOMERS: You are GRANDFATHERED into this bonus and

all upcoming bonuses.

Plus, if you get the Promo Dashboard today you get in on my

quickstart call next week.

I know it's a recession. I know times are tough. What I CAN say
is this product has more PRACTICAL, usable info in A, B, C format
than ANY of the products you'll buy for much more money.

From putting up your Squeeze page to sending out your email promos
to doing the research on where you can advertise your freebie,
to putting together your freebie, to getting your blog up, to
doing podcasts.

It's ALL in there and more. I mean jam-freakin' packed. No bull.

It took 3 guys in the office 2 months to created.

http://www.promodashboard.com/indexB.php?name={!firstname_fix}

Best wishes,

Marlon

P.S. -- You will NOT see this bonus on the sales letter. It's a
special, secret bonus.

SENT: 08/14/08
{!firstname_fix} -- Your $120 custom written sales letter ends in 4 hours 27 minutes

Memo From: Marlon Sanders

Memo To: {!firstname_fix}

Hello,

Marlon here.

I'll keep this short.

224
If you want to get my interview with Keith Baxter, you need
to act by 11 p.m. CST tonight.

On this interview he revealed how he gets sales letters custom

written for $120. And they CONVERT.

With this method, he finds some very good writers.

Also, on this interview, he reveals how he recorded a 17-video

freebie giveaway system with his KIDS in the house! He used a
special headset.

He reveals how he gets 43% of people to join his email list.

And this interview is FREE if you just grab your Promo Dash
by 11 p.m.

http://www.promodashboard.com

Listen, Keith has bought millions and millions and millions of

banner impressions and clicks. He's a real pro.

Grab it now before I RIP it off the site.

Keith is NOT some b.s. wannabe freakin' guru. He's a true stud
in this business and runs his own CPA network. He's a heavyweight.
And this interview is jam-packed.

EXISTING CUSTOMERS:

You are grandfathered in on this bonus. Just click on the bonus

tabs. You'll find the audio.

Best wishes,

Marlon
http://www.promodashboard.com

Oh, sales letters normally run $2000-$15,000. Getting one that

converts for only $120 IS a real steal.

SENT: 08/14/08

225
{!firstname_fix} -- How Keith Baxter Gets 43% Optins -- Revealed!

Memo From: Marlon Sanders

Memo To: {!firstname_fix}
Re: How Keith Baxter Gets 43% Optins -- Revealed

===> New Bonus For TODAY ONLY

Hello,

Keith Baxter and I go way back in this business. He's a real pro
who has bought millions and millions and millions of banner clicks,
ppc clicks, email drops.

Keith runs his own cost per action (cpa) network.

I interviewed him for Promo Dashboard and here are a few of the
killer things revealed:

***( How to get 43% opt in rate on a squeeze page from all traffic
and 20% from google ppc.

-- the single best ppc training program he's found

-- how to buy traffic to test your squeeze page

-- How to buy small test quantities of banner ads even though they
tell u it's a $10,000 minimum

-- How to get direct response copywriters to write sales letters

that convert for only 120

-- How he gets his graphic design done

-- What to put on banner ads to get the clicks. This one is

totally "street" based on Keith's massive experience.

Order by 11:30 PM tonight CST and get this amazing bonus.

There's actually even more in this interview. And it's a SECRET

bonus for my customers if you get it TODAY.

You will NOT see this bonus on the sales letter. Don't look for

226
it. It's a secret. SSSHHHHHHHHHHHHH

It'll be posted on one of the bonuses tabs by 1 CST today.

http://www.promodashboard.com

Best wishes,

Marlon

P.S. Listen, EVEN if you don't wanna get my killer, drop dead
interview with Keith where I put a vacuum to his brain and extract
ALL the info he would let me, get his FREE 16-PART VIDEO COURSE on
how to get TRAFFIC.

http://www.kingspointproject.com

This isn't some vague "beginner's primer" on a few things that are
common sense. It's real world.

There are pros and there are posers. Keith's a pro. And tell
Keith Marlon sent ya.

SENT: 08/13/08
{!firstname_fix} -- Why is YOUR Name In MY Headline?

Memo From: Marlon Sanders

Memo To: {!firstname_fix}
Re: Is YOUR Name In My Headline On MY Web Page? If so, why?

Hello,

Marlon here.

Is your name in my headline? If it is, why?

Check it out:

http://www.promodashboard.com/indexB.php?name={!firstname_fix}

Best wishes,

Marlon

227
SENT: 08/12/08
{!firstname_fix} -- Announcing Marlon's "Promo Dashboard"

Memo From: Marlon Sanders

Memo To: {!firstname_fix}
Re: Announcing The Promo Dashboard

Here is the URL at last!

http://www.promodashboard.com

Best wishes,

Marlon Sanders

PS: This has been a very large undertaking given the size of my
team. So if you find any glitches, please report them to Tim
at: http://www.getyoursupport.com.

228
SENT: 01/10/08
{!firstname} -- Do You Think I'm Bonus Crazy? I Just Added Another Bonus to the Info-Product
Dashboard

January 10th, 2008

Memo from: Marlon Sanders
Memo to: {!firstname_fix}
Re: Another Bonus Added to the Info-Product Dashboard, but only
until Tuesday, January 15th.

URL: http://www.productdashboard.com

Hi.

Marlon here,

Barely a week has passed and I'm adding another bonus to the
Info-Product Dashboard. If you haven't indulged yourself by getting
a copy, now is the time to get one.

I just hired Danny, a new designer; and boy is he talented! He just

created 3 brand new sets of chapter templates that you will be able
to use with your new Info-Product Dashboard. But it's only
available if you purchase a copy between now and Tuesday, January
15th, 2008.

You have 5 days. Get your copy now!

URL: http://www.productdashboard.com

Best wishes,

Marlon Sanders

NOTE: 01/08 - 01/06 No Emails!

229
SENT: 01/05/08
First 2008 Marketing Minute From Marlon: How to Trade Products For Dollars Even If...

Hello,

Marlon here.

This week's article:This is my first article of 2008:

"How To Have An Amazing 2008 By Trading Products For Dollars,

Even If You're Filled With Doubt, Fear, Or Uncertainty and
Creating Your Own Product Feels Like Pulling Teeth."

"How to Get It Done Even Though You Don't Know If

You're Doing It Right. Even Though You Might Be Making Mistakes.
Even Though You Are Following a Less Than Optimal Process."

This article will get you in the right mindset for 2008. I
highly recommend you read it now AND pass it along to at least
one other person who NEEDS to hear this message.

Post it on your blog. Spread the word.

Oh, you can hit MY blog with your feedback also.

http://www.marlonsnews.com

Best wishes,

Marlon

******************************************
Marlon's Marketing Minute
Vol. 3, #1, January 5, 2008
******************************************

This issue contains:

A. Info Product Dashboard Class Starts On Tuesday

B. Announcements from Marlon (Important)

230
C. Main Article: Have You Found The Missing Pieces To Your
Products For Dollars Puzzle?

What's Your Sticking Point and How Will You Get Over It?

D. New Bonus For Info Product Dashboard

E. Services You Can Use

Brought to you by: Marlon Sanders - Publisher

^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^

Info Product Dashboard Class Starts On Tuesday

When you get the Product Dashboard, on the Than You page will
be a video offering an OTO on our 6-week Product Dashboard class
that starts Tuesday.

If you get the OTO, the price is $297.00. If you don't, it's
$697.00. But the class starts on Tuesday, so you need to get
in NOW! I seriously doubt I'll do anymore 6-week series this
cheap again.

http://www.productdashboard.com

It's the only step-by-step, A to Z system not JUST for

creating info products .... but that shows you HOW to select
product ideas using my "flanking move" I've built my business
on, HOW to do 12-product surveys with an actual example, that
gives you a tested, proven email & source witha 30% success
rate in getting interviews with experts -- PLUS, templates
that would cost your more than the Dashboard to have custom
created!

^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^
A. Who Else Wants 98 cents a click?

The Info Product Dashboard is producing 98 cents a CLICK

across ALL TRAFFIC currently coming to site. I pay 50%
on the 6-week coaching 1/2 priced OTO upsell.

If you got a list and you want a chance at 98 cents a click,

231
go to: http://www.promotemarlon.com

^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^

B. ANNOUNCEMENTS FROM MARLON

One: New Bonus Added For Info Product Dashboard Buyers

On Monday Santos is adding another bonus for Info Product

Dashboard buyers. It's gonna be a good one. So snag your
copy today.

Two: TRANSCRIPT of the quick start call. I'm waiting for Sandi
to get the transcript done. I think she's swamped with all the
people I've referred to her!

Three: Get Support In The Forum

I have a 60-day forum (meaning it will be live for the next

60 days) to help support Info Product Dashboard owners. Go
there if you get stuck on anything and post.

I encourage members to help each other. My staff will also

do their best to help.

Four: Products I endorse -- I have endorsed several products

to you guys and gals. Remember, I do NOT have proof of income
claims in the letters. But I feel the products are very good
or I wouldn't endorse them.

Please, do NOT buy one product thinking that you'll solve all
your problems and issues and be on easy street. It doesn't work
that way. Success is the result of an accumulation of know
how and effort.

^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^
C. How To Have An Amazing 2008 By Trading Products For Dollars,
Even If You're Filled With Doubt, Fear, Or Uncertainty and
Creating Your Own Product Feels Like Pulling Teeth.

Subtitle: How to Get It Done Even Though You Don't Know If

You're Doing It Right. Even Though You Might Be Making Mistakes.
Even Though You Are Following a Less Than Optimal Process.

232
By Marlon Sanders

^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^

I'll never forget writing my first newsletter.

It took forever. I never dreamed I'd be able to do

one monthly.

The first time you do anything, it's like pulling teeth.

Sometimes you sweat bullets. You feel like you'll never
get it done. You make lots of mistakes. You feel uncertain
about every little detail.

This is what STOPS most people from HAVING their own info
products. They let doubt, fear, indecision, and uncertainty
stop them from getting it done.

Yet, this IS the path to having a great 2008. Finding a way

to get it done anyway. Because it DOES get easier. It really
does.

By the end of 2008, you will either be trading your own personal
time for dollars. Or you will have a product of your own that you
can trade for dollars.

Once you learn the process, you can bang out new products in a
week or two. Maybe even less. But to get to that point, you have
do it 3, 4 or 5 times. And the first few times will be tough.
Hard. Almost like pulling teeth.

That's life. It's called a "barrier to entry." It's what STOPS

people from doing it. Which is a good thing. Because if everyone
did it, the opportunity would be greatly reduced as I explained
in Red Factor.

What I CAN tell you is it gets easier.

The first newsletter I wrote took almost a month. The second one
took something like two weeks of sheer agony. The third took
a little less time.

233
Soon it was a week, then three days. Then a day or less.

Don't get me wrong. I still find those four to eight hours

difficult and even agonizing at times. But at least those
feelings only occur over four or eight hours and not a month!

My first products sucked. They took forever and weren't easy.

I made a bonus video where I showed a few of my first info
products.

One was a booklet on "How to Avoid TV Repair Ripoff." I spent

six months or so working on it as I recall. Whew!

Here's something I want you to understand: You WILL feel

UNCERTAIN when you do your first anything. You won't have all
the answers.

The people who make it plow THROUGH uncertainty and do it

anyway. Others let it stop them.

Now, my Product Dashboard is an uncertainty reduction process.

I try to remove a LOT of the uncertainty. But you can't totally
eliminate it. You have to plow through it and get things done
anyway -- even though you are uncertain. Even though you're
unsure. Even though you don't know if you're doing it right.
Even though you might be making mistakes. Even though you are
following a less than optimal process.

You do it anyway.

It gets faster. It gets easier. It gets simpler. It becomes

less painful. It can even become fun. Although I can't say
I'm at that point. I don't wake up in the morning and go,
"Oh boy, instead of shopping today (like I do almost every
day) I'm gonna create a product!"

I don't do that.

I'd rather be shopping. Rather be at a coffee shop or bookstore.

But the whole process DOES get easier and simpler.

What's more -- is SURE beats working 8 hours a day at a J-O-B.

234
You work once on a product and get paid over and over and over
on it. Instead of working 8 hours and getting paid for 8 hours.

What I offer you is an uncertainty reduction process called

"The Product Dashboard." It helps but doesn't totally eliminate
the fear of screwing up, fear of making mistakes, fear of feeling
or looking stupid.

THOSE are the reasons most people don't have info products.

THOSE are the emotions and feelings you have to overcome.

If you're really struggling with that, if you're the kind of

person who knows WHAT to do and HOW to do it but you don't
just DO IT, then I highly recommend Anthony Robbin's 30-Day
Personal Power Program.

Yeah, that's the one. The one he used to pitch on late night
TV. You can even buy it on Ebay.

It will give you that kick in the tail end you need to get
it going. I highly, highly recommend it.

Why? Because at the end of the day you either trade your
time for dollars or products for dollars.

And trading products for dollars is a lot better choice.

Marlon Sanders

-----------------------------------------------------------
Marlon Sanders is the author of "The Amazing Formula That
Sells Products Like Crazy." If you'd like to get on his
mailing list and receive tips, articles and information
about online marketing, visit:
http://www.marlonsnews.com

//////////////////////

REPRINT RIGHTS: You have permission to use the above

article without omission and including the resource box.
You have the right to insert your reseller URL for

235
"Amazing Formula" in place of the existing URL.

^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^
D. New Bonus For Info Product Dashboard
^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^

If you grab a copy of the Info-Product Dashboard in the next 72

hours, you will receive one of my most coveted MILCER'S Newsletters
issues on Info-Product Creation.

In this issue I discuss:

* Step by Step -- How to find your Target Market!

* 17 Magic Words to find BIG TICKETS -- 17 Search Terms That
Guarantee A Slew of Big Ticket Product Ideas
* Create Your Own Products.. ON THE CHEAP!
* And many more!

This is my way of getting you over that initial hump of finding

your Target Market and Product ideas. I'm basically giving you a
product to sell.

You have until Monday, January 7th 2007 to receive this exclusive
Bonus. Grab a copy of the Info-Product Dashboard now!

http://www.productdashboard.com

^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^
E. "Services You Can Use"
^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^

YOUR OWN AFFILIATE PROGRAM?

http://www.affiliatedashboard.com

PUT UP YOUR WEB SITE? Discover how easy and simple it can
be to do your own graphic design (or at least some of it).
Plus, find out the exact resources I recommend to save a
bundle. Avoid going down the wrong path.
http://www.designdashboard.com

NEED A SALES LETTER? http://www.pushbuttonletters.com

Many people have copied my software. But there really and
truly is only ONE original.

236
[-119.488007-]

Hello,

Marlon here.

This week's article:This is my first article of 2008:

"How To Have An Amazing 2008 By Trading Products For Dollars,

Even If You're Filled With Doubt, Fear, Or Uncertainty and
Creating Your Own Product Feels Like Pulling Teeth."

"How to Get It Done Even Though You Don't Know If

You're Doing It Right. Even Though You Might Be Making Mistakes.
Even Though You Are Following a Less Than Optimal Process."

This article will get you in the right mindset for 2008. I
highly recommend you read it now AND pass it along to at least
one other person who NEEDS to hear this message.

Post it on your blog. Spread the word.

Oh, you can hit MY blog with your feedback also.

http://www.marlonsnews.com

Best wishes,

Marlon

******************************************
Marlon's Marketing Minute
Vol. 3, #1, January 5, 2008
******************************************

This issue contains:

A. Info Product Dashboard Class Starts On Tuesday

B. Announcements from Marlon (Important)

C. Main Article: Have You Found The Missing Pieces To Your

237
Products For Dollars Puzzle?

What's Your Sticking Point and How Will You Get Over It?

D. New Bonus For Info Product Dashboard

E. Services You Can Use

Brought to you by: Marlon Sanders - Publisher

^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^

Info Product Dashboard Class Starts On Tuesday

When you get the Product Dashboard, on the Than You page will
be a video offering an OTO on our 6-week Product Dashboard class
that starts Tuesday.

If you get the OTO, the price is $297.00. If you don't, it's
$697.00. But the class starts on Tuesday, so you need to get
in NOW! I seriously doubt I'll do anymore 6-week series this
cheap again.

http://www.productdashboard.com

It's the only step-by-step, A to Z system not JUST for

creating info products .... but that shows you HOW to select
product ideas using my "flanking move" I've built my business
on, HOW to do 12-product surveys with an actual example, that
gives you a tested, proven email & source with a 30% success
rate in getting interviews with experts -- PLUS, templates
that would cost your more than the Dashboard to have custom
created!

^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^
A. Who Else Wants 98 cents a click?

The Info Product Dashboard is producing 98 cents a CLICK

across ALL TRAFFIC currently coming to site. I pay 50%
on the 6-week coaching 1/2 priced OTO upsell.

If you got a list and you want a chance at 98 cents a click,

go to: http://www.promotemarlon.com

238
^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^

B. ANNOUNCEMENTS FROM MARLON

One: New Bonus Added For Info Product Dashboard Buyers

On Monday Santos is adding another bonus for Info Product

Dashboard buyers. It's gonna be a good one. So snag your
copy today.

Two: TRANSCRIPT of the quick start call. I'm waiting for Sandi
to get the transcript done. I think she's swamped with all the
people I've referred to her!

Three: Get Support In The Forum

I have a 60-day forum (meaning it will be live for the next

60 days) to help support Info Product Dashboard owners. Go
there if you get stuck on anything and post.

I encourage members to help each other. My staff will also

do their best to help.

Four: Products I endorse -- I have endorsed several products

to you guys and gals. Remember, I do NOT have proof of income
claims in the letters. But I feel the products are very good
or I wouldn't endorse them.

Please, do NOT buy one product thinking that you'll solve all
your problems and issues and be on easy street. It doesn't work
that way. Success is the result of an accumulation of know
how and effort.

^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^
C. How To Have An Amazing 2008 By Trading Products For Dollars,
Even If You're Filled With Doubt, Fear, Or Uncertainty and
Creating Your Own Product Feels Like Pulling Teeth.

Subtitle: How to Get It Done Even Though You Don't Know If

You're Doing It Right. Even Though You Might Be Making Mistakes.
Even Though You Are Following a Less Than Optimal Process.

239
By Marlon Sanders

^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^

I'll never forget writing my first newsletter.

It took forever. I never dreamed I'd be able to do

one monthly.

The first time you do anything, it's like pulling teeth.

Sometimes you sweat bullets. You feel like you'll never
get it done. You make lots of mistakes. You feel uncertain
about every little detail.

This is what STOPS most people from HAVING their own info
products. They let doubt, fear, indecision, and uncertainty
stop them from getting it done.

Yet, this IS the path to having a great 2008. Finding a way

to get it done anyway. Because it DOES get easier. It really
does.

By the end of 2008, you will either be trading your own personal
time for dollars. Or you will have a product of your own that you
can trade for dollars.

Once you learn the process, you can bang out new products in a
week or two. Maybe even less. But to get to that point, you have
do it 3, 4 or 5 times. And the first few times will be tough.
Hard. Almost like pulling teeth.

That's life. It's called a "barrier to entry." It's what STOPS

people from doing it. Which is a good thing. Because if everyone
did it, the opportunity would be greatly reduced as I explained
in Red Factor.

What I CAN tell you is it gets easier.

The first newsletter I wrote took almost a month. The second one
took something like two weeks of sheer agony. The third took
a little less time.

Soon it was a week, then three days. Then a day or less.

240
Don't get me wrong. I still find those four to eight hours
difficult and even agonizing at times. But at least those
feelings only occur over four or eight hours and not a month!

My first products sucked. They took forever and weren't easy.

I made a bonus video where I showed a few of my first info
products.

One was a booklet on "How to Avoid TV Repair Ripoff." I spent

six months or so working on it as I recall. Whew!

Here's something I want you to understand: You WILL feel

UNCERTAIN when you do your first anything. You won't have all
the answers.

The people who make it plow THROUGH uncertainty and do it

anyway. Others let it stop them.

Now, my Product Dashboard is an uncertainty reduction process.

I try to remove a LOT of the uncertainty. But you can't totally
eliminate it. You have to plow through it and get things done
anyway -- even though you are uncertain. Even though you're
unsure. Even though you don't know if you're doing it right.
Even though you might be making mistakes. Even though you are
following a less than optimal process.

You do it anyway.

It gets faster. It gets easier. It gets simpler. It becomes

less painful. It can even become fun. Although I can't say
I'm at that point. I don't wake up in the morning and go,
"Oh boy, instead of shopping today (like I do almost every
day) I'm gonna create a product!"

I don't do that.

I'd rather be shopping. Rather be at a coffee shop or bookstore.

But the whole process DOES get easier and simpler.

What's more -- is SURE beats working 8 hours a day at a J-O-B.

241
You work once on a product and get paid over and over and over
on it. Instead of working 8 hours and getting paid for 8 hours.

What I offer you is an uncertainty reduction process called

"The Product Dashboard." It helps but doesn't totally eliminate
the fear of screwing up, fear of making mistakes, fear of feeling
or looking stupid.

THOSE are the reasons most people don't have info products.

THOSE are the emotions and feelings you have to overcome.

If you're really struggling with that, if you're the kind of

person who knows WHAT to do and HOW to do it but you don't
just DO IT, then I highly recommend Anthony Robbin's 30-Day
Personal Power Program.

Yeah, that's the one. The one he used to pitch on late night
TV. You can even buy it on Ebay.

It will give you that kick in the tail end you need to get
it going. I highly, highly recommend it.

Why? Because at the end of the day you either trade your
time for dollars or products for dollars.

And trading products for dollars is a lot better choice.

Marlon Sanders

-----------------------------------------------------------
Marlon Sanders is the author of "The Amazing Formula That
Sells Products Like Crazy." If you'd like to get on his
mailing list and receive tips, articles and information
about online marketing, visit:
http://www.marlonsnews.com

//////////////////////

REPRINT RIGHTS: You have permission to use the above

article without omission and including the resource box.
You have the right to insert your reseller URL for
"Amazing Formula" in place of the existing URL.

242
^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^
D. New Bonus For Info Product Dashboard
^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^

If you grab a copy of the Info-Product Dashboard in the next 72

hours, you will receive one of my most coveted MILCER'S Newsletters
issues on Info-Product Creation.

In this issue I discuss:

* Step by Step -- How to find your Target Market!

* 17 Magic Words to find BIG TICKETS -- 17 Search Terms That
Guarantee A Slew of Big Ticket Product Ideas
* Create Your Own Products.. ON THE CHEAP!
* And many more!

This is my way of getting you over that initial hump of finding

your Target Market and Product ideas. I'm basically giving you a
product to sell.

You have until Monday, January 7th 2007 to receive this exclusive
Bonus. Grab a copy of the Info-Product Dashboard now!

http://www.productdashboard.com

^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^
E. "Services You Can Use"
^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^

YOUR OWN AFFILIATE PROGRAM?

http://www.affiliatedashboard.com

PUT UP YOUR WEB SITE? Discover how easy and simple it can
be to do your own graphic design (or at least some of it).
Plus, find out the exact resources I recommend to save a
bundle. Avoid going down the wrong path.
http://www.designdashboard.com

NEED A SALES LETTER? http://www.pushbuttonletters.com

Many people have copied my software. But there really and
truly is only ONE original.

243
[-119.488007-]

SENT: 01/02/08
{!firstname_fix} -- You Need To Get On This Quick Start Call Tommorow, Get A Copy of the
Info-Product Dashboard Today!

January 2nd, 2008

Memo from: Marlon Sanders
Memo to: {!firstname_fix}
Re: Start Your Year Right! Get on the Quickstart call tommorow!

URL: http://www.productdashboard.com

Hi,

Marlon here.

2008 is finally here. What are you doing to lift the lid off your
income? Make a resolution to start trading products for dollars in
2008. Get a copy of the Info-Product Dashboard today.

I'll make it easy, if you grab a copy of the Info-Product Dashboard

before midnight tonight you will get access to my Quickstart call
tomorrow: January 3rd, 2007.

You have 13 hours left to start your year right!

Best wishes,

Marlon Sanders

URL: http://www.productdashboard.com

244
{!firstname_fix} -- You Need To Get On This Quick Start Call Tommorow, Get A Copy of the
Info-Product Dashboard Today!

SENT: 12/03/07
{!firstname_fix} -- YOU'VE GOT LESS THAN 3 HOURS LEFT, Don't Miss the Quickstart
Call Tomorrow!

December 3rd, 2007

Memo from: Marlon Sanders
Memo to: {!firstname_fix}
Re: YOU'VE GOT LESS THAN 3 HOURS LEFT, Don't Miss the Quickstart
Call Tomorrow; Snag a Copy of the Info-Product Dashboard Now!

URL: http://www.productdashboard.com

245
Hi,

Marlon here with a last minute courtesy reminder...

There's LESS than 3 hours left to claim a copy of the new

Info-Product Dashboard system get access to the Quickstart Call
tomorrow at 11AM CST.

After this offer, the number of bonuses go back down from 7 to 4.

Don't miss out.

http://www.productdashboard.com

Best Wishes,
Marlon Sanders

SENT: 12/03/07
{!firstname_fix} -- You Have 9 Hours Left to Grab a Copy of the Info-Product Dashboard and
Get On the Quickstart Call
December 3rd, 2007 @ 3:00PM CST
Memo from: Marlon Sanders
Memo to: {!firstname_fix}
Re: You Have 9 Hours Left to Grab a Copy of the Info-Product
Dashboard to Get On the Quickstart Call!

URL: http://www.productdashboard.com

Hi,

Marlon here to remind you that there's LESS than 9 hours left to
claim a copy of the NEW Info-Product Dashboard and get to join the
Quickstart Call tomorrow at 11AM Central Time!

Also, the first 10 people to submit their product ideas after the
call begins will get their ideas critiqued!

Hurry, go to productdashboard.com before time runs out.

Best wishes,

Marlon Sanders

URL: http://www.productdashboard.com

246
SENT: 12/03/07
{!firstname_fix} -- I'm Giving YOU 13 More Hours To Get On The Quickstart Call Tomorrow

December 3rd, 2007

Memo from: Marlon Sanders
Memo to: {!firstname_fix}
Re: I'm Giving You 13 More Hours to Get on the Quickstart
Conference Call Tommorow

URL: http://www.productdashboard.com

Hi!

Marlon here,

I'm giving you a last chance to get you on the Quickstart Call
because an email was supposed to go out on Sunday.

Unfortunately, this detail got lost in all the commotion, so I am

re-opening the sign up just for today.

Get the Info-Product Dashboard today, then tomorrow, you can be on

the conference call.

The call is tomorrow:

December 4th, 2007, 11AM Central Standard Time (9AM Pacific, 12PM
Eastern).

p.s.

Tomorrow I'll be sending out an email about my friend Ewen Chia.

Dec 5, I'll be sending one concerning Joel Comm, an one more for
another friend. Normally, I don't endorse anything but these are 3
offers that you'll want to hear about.

247
SENT: 12/08/07
{!firstname_fix}: How to Log Into The Design Dashboard

From: Marlon Sanders

To: Current or future Design Dashboard owners
RE: How to log into the Design Dashboard
Login URL: http://www.productlogin.com

Hi.

Marlon here.

1) If you own the Design Dashboard or you're thinking

about buying it in the future, this is where you log in to
the product:

http://www.productlogin.com (Save this URL!)

Your user name and password were chosen by you when you
bought the product.

2) If you log in to the site above, you should see links

248
to access the product and its bonuses on the left side of
the page.

It should look like this image:

http://www.designdashboard.com/access.gif

If you do not see the Design Dashboard on the left as

in the example screen capture, then more than likely
you bought a product in the past and you're accessing
THAT old account. In this case, contact us at:

http://www.getyoursupport.com

We can fix the problem for you easily. Matt will be

answering tickets as late as 5pm Central Time. So
if you don't get your response today, expect it on
Monday.

Best wishes,

Marlon Sanders

PS: If you haven't purchased your instant access

login yet, you can do so right now at:

http://www.webdesigndashboard.com

Make sure you click the link in the confirmation

email you receive after ordering.

[-119.669435-]

NOTE: 12/07/07 DOES NOT HAVE AN EMAIL

SENT: 12/06/07
{!firstname_fix} - You've Got LESS Than 12 Hours Left...

Message From: Marlon Sanders

Message To: {!firstname_fix}
RE: Only 12 hours left
Website: http://www.designdashboard.com

249
Hello,

Marlon here with a last minute reminder...

There are LESS than 12 hours left to snag a copy of the

Design Dashboard and get the BIG BONUS kit. (See the PS
for info on the bonus)

For more details, head on over to:

http://www.designdashboard.com

Best wishes,

Marlon Sanders

//////////////////////////////////////////////////

PS - We have a bonus that expires in 12 hours. It's a pack

of additional layer styles.

Here's what these will do for you:

You point, click, choose the style, and it adds pre-made,

hot looking designs to your text and and graphics.

The really slick styles are not easy to make. (That's why
paying to have these made for you can easily cost you
several hundred bucks...)

Of course even though the styles are hard to make, (don't

worry, we did all the work!) we've made it "stick simple"
for YOU to use 'em.

Just point to the style you want, then click and apply it
instantly to your web graphics!

Nothing could be easier. And the end result is amazing.

The only catch is - you have to order in the next 12 hours

to get the extra styles.

http://www.designdashboard.com

250
[-119.147573-]

SENT: 12/05/07
{!firstname_fix}, there's LESS than 48 hours left (Time Sensitive Info - Open ASAP!)

Hi,

Marlon here to remind you, there's LESS than 48 hours left

to claim a copy of the NEW "Design Dashboard" and get
your hands on one of the few remaining bonus packages!

At the time I'm writing this there are only a few bonus
kits left, so don't put off checking this out.

http://www.designdashboard.com

Best Wishes,
Marlon Sanders

P.S. If you've already been to the site, but didn't grab

yourself a copy of the Design Dashboard then I urge you
to check it out again because I just SWEETENED the pot
and added an EXTRA bonus for the next 50 people
to respond.

P.P.S. If you already own the Design Dashboard

just login to the product and click the "Add Styles"
icon to get instant access to the new bonus.

Get all the details at:

http://www.designdashboard.com

[-119.770593-]

251
SENT: 08/22/06
{!firstname_fix}: From Marlon (Re: 48 Hour Special Offer -- Open ASAP)

Date: Tuesday August 22nd, 2006

From: Marlon Sanders

Hi {!firstname_fix},

Marlon here.

On Friday I emailed you details on how my "Gimme My

Money Now" system can help you QUICKLY and EASILY get
your web site up, running and making sales.

The details on that offer can be found here:

http://www.getmoreinfohere.com

The response to the offer was great and I want to

thank everyone who ordered one of the kits.

I also want to apologize to everyone who WANTED to order

but didn't, due to the price discrepancy on the site.

252
It turns out that Lisa pulled an older web page off the
server and used that for the special offer page, not
realizing that the prices displayed were out of date.

Of course I'm going to honor the lower price, so if you

want to GRAB ONE OF THE FEW KITS I've got left at the
LOWER PRICE, just head on over to:

http://www.getmoreinfohere.com

Best Wishes,
Marlon Sanders

P.S. This morning we issued a CREDIT to everyone who

ordered and paid the higher price. So if you grabbed
a kit at the higher price, check your PayPal account
and you'll see the refund has been sent back to you.

P.P.S. There are only a few kits left, so don't put

off grabbing one at the discounted price. In 48
hours the price goes back up -- permanently.

NOTE: 08/21/06 DOES NOT HAVE AN EMAIL

SENT: 08/20/06
{!firstname_fix}: You've Got LESS Than 7 Hours Left... (Open ASAP)

Date: Sunday August 20th, 2006

From: Marlon Sanders

Hi {!firstname_fix},

Marlon here with a last minute courtesy reminder...

There's LESS than 7 hours left to claim a copy of

the "Gimme My Money Now!" system and get your
hands on one of the few remaining bonus packages.

At the time I'm writing this there are only 7 bonus

kits left, so don't put off checking this out.

http://www.getmoreinfohere.com

253
Best Wishes,
Marlon Sanders
How To Use “Tipping Point” Ideas In Your Promotions

Let's say you're not ready to create your own product yet.

How are you gonna use this “Tipping Point” idea to make more sales and money?

Here's my thought.

Everything follows a logical progression of evolution in business. It's an endless chain. One
change or innovation leads to the next leads to the next. And you want to be “the next.” The
promotions you receive, the emails for products in your market, they operate on this logical
progression of events also.

Look for TRENDS in the emails you receive. Then ask yourself what you think the NEXT
STEP will be. Pretend you're playing chess or checkers. And you have to think ahead 2 or 3
moves. Or you're playing a video game and you have to anticipate where a character or object
will be next.

I'm talking about trends.

I'm talking about anticipation.

In other words, you want to be on the cutting edge or the CUSP of the trend, NOT beyond the
trend. If you are two or three-steps removed from the trend, you'll be too far ahead.

Just be the next step.

Let me give you an idea. As I'm writing this, the U.S. and a large part of the world is stuck in a
recession. Hopefully, when you read this, that won't be the case. But at the moment, that's
reality.

In the past products have promised more and more money. Larger and larger numbers. But now,
due to this recession, I think people are thinking more about paying their BILLS, their mortgage
and payments for their car than they are getting rich.

Then last night I went to this web site called Affiliate Bully.

Andre talked about breaking your bills down into DAILY amounts. Then putting together a little
Google Adwords campaign in a day that would bring in that amount.

254
I thought this idea was perfectly “on trend.” Why? Because I this economy, my sense is people
are going from wanting to get rich to wanting to pay their bills.

To test this out, I wrote an article and sent it out to my list. By getting people to COMMENT on
the article, I can sense how hot or not the idea is. This is how I like to CONFIRM or disconfirm
my thinking.

I put the idea out there and see if people respond to it or not. When you hit the hot button dead
on, people WILL post to the blog and be passionate about it.

Here is the article I sent:

Hey,

Marlon here.

Saturday I sent you my ezine about my friend who makes $3 a day on 700 web sites….

No bull. Grab the article and read it. Search your email box for my name to hunt it down!
Anyway, what if you could do this EASY on Yahoo? Everyone wanted to know the system my
friend uses. I suspect he might sell it.

In the meantime, check this out:

http://www.TurboProfits.com/tracking/go.php?c=1_19_yahoo

The sales letter is better than the product! But I still bought it because it’s A, B, C.
Here’s the big idea:

1. You pick a product from Clickbank

2. You write a pre-sell page about it.
3. You buy clicks from Yahoo
4. Time invested? Maybe 1 hour.

All you need is $5 or $10 a day per campaign! This is really awesome. Seriously, you’ll get
excited about this.

http://www.TurboProfits.com/tracking/go.php?c=1_19_bully

If you go to that site, he has a tutorial that shows you how to break down all your bills and things
you WANT to do into daily amounts.

For example, a $450 a month car payment equals $15 per day.

255
You break down all your bills like that.

And you set up a SEPARATE campaign for each.

So when you break your lifestyle and bills down to campaigns, it creates a WHOLE new
outlook.

A lot of people he says complain because they only got 6 bux a day from a campaign. But that 6
bux is your cable bill or your electric bill. Or your cell phone bill.

Now just do that SAME thing for other bills.

The reason I bring up this Yahoo Search Marketing is…

With Google PPC, you have to worry about Quality Score and that slows you down.

http://www.TurboProfits.com/tracking/go.php?c=1_19_yahoo

That URL shows you that a #1 on Yahoo will get you the same traffic as a #5 on Google…and
probably be a lot cheaper!

But Yahoo doesn’t have a quality score to muck around with and get slapped with.

No more Google slaps!

Throw up campaigns in an hour or less with your presell page.

Drive the traffic.

Next day do a new product.

See how you BREAK DOWN all your bills here using Andre’s system:

http://www.TurboProfits.com/tracking/go.php?c=1_19_bully

I literally did this last night.

I got out a notebook, wrote down bills, broke them into a daily amount.

Your NEW New Year’s goal becomes:

• Set up 12 streams

256
• 3@ $5 a day
• 4 @ $10 a day
• 3 @ $50 a day

Do you see how revolutionary this is?

This is mind boggling in how it helps you set up your goals for the new year.

I love it.

Now, if you can make your $3, $5, $10 or $50 a day with your own product or writing articles or
doing social marketing — it’s ALL good.

Whatever you can do and know how to do to bring in that much as long as you can repeat it with
different campaigns in a short time period. This is what I like about the idea of going BACK to
Yahoo. Time is money. I’m trying to figure out Google’s complex quality score and how to
create sites that don’t get slapped. It’s a bit of a daunting task.

But what I read here about Yahoo is you don’t have to worry about it and you can get a lot of
traffic cheaper. Certainly enough to make your $5 or $10 a day per campaign!

This BRINGS BACK the glory days of pre-sell pages and Clickbank marketing. That’s pretty
cool.

Break down your bills.

DO THIS!

Post on my blog.

Tell me how many streams you need to set up for the new year and what their amount is — break
it down to DAILY AMOUNTS!

Just click the COMMENTS below to post. Also, just let me know your REACTION to this.
Marlon

The responses to this email have POURED in. It tapped into a nerve. First of all, if you read it, I
think it's true. That is, if you boil down your bills to DAILY amounts, it really is a brekthrough!

Here is what a few people said on my blog:

This was an awesome article, this is one of those life changing moments in your life when you
say to yourself ” Wow thats all it takes!”.

257
Now look at my online business in a new way and cannot wait to start my mini sites and generate
money so I can live the dream life.

Marlon you are the best.

http://www.xxxxxx.com

Hi Marlon

Great information!
I paid 75 dollars for an information product in December 2007 which was similar but not even
close to what you sent.
Thanks very much.
I am inspired by the article and am now composing a message to send to my small list.
Regards

(name withheld)

As you can see, this email stirred strong passions! That tells me I'm onto something. And even
though in the email I promoted several other people with products, I'll get to see if people BUY
those products via my affiliate link.

If they do, then I can riff on this and create something along the same lines of my own. See how
this works?

I got an idea of what is happening in the marketplace....what the NEW “Tipping Point” idea
might be. And I tested it out on my list and my blog.

Let me give you a TIP on doing this. You want to send people to the page of the blog where
people can post comments, not to the main page. I use Wordpress. And the way I have it set up,
it does pages like this:

http://www.marlonsnews.com/?p=175

If I just send people to marlonsnews.com, they have to click the COMMENTS link at the end of
the post. I find a lot of people either don't know HOW to do it or are too busy. But if I link to the
actual PAGE like in the link above, that lets them scroll down and just type in the comment box.

This works 10X better.

Here's another example of using my blog to the test the waters for how hot an idea is.

258
I sent out an email the other day about overcoming “stuck points.” this got a big reception and I
might create a product on it in the future. If you don't have a blog, set one up using Wordpress.

It's free.

If you have ANYONE on your email list at all, start sending a weekly ezine. Then start running
ads in blogs and in ezines that target your market to get more subscribers. Start looking for
“Tipping Point” ideas and write about them.

By having people comment on your blog, you can gauge the responses you get. You're testing
the market or demand for your Tipping Point ideas until you stumble upon something that's hot.
In the book Tipping Point, he uses the term “sticky” ideas. These are ideas that seem to STICK
with people. By asking people to post on your blog, you can see if people even get the idea. You
can see if it seems “sticky” at all.

If you get a product idea, the FIRST thing you should do is write a headline and the beginning of
the sales letter. This gives you something to refer to later.

I buy expensive notebooks to write my best ideas down in. I believe the human brain doesn't
respect “free” things. So if you write your ideas in a cheap notebook, by implication they aren't
worth much.

So when I get product ideas or spot trends, I write my thoughts in an expensive notebook.
The other point I want to make here about promotions and email marketing is that HOW people
promote with email has trends.
Subscribe to the email lists of people you KNOW are making money. Study what they're doing
and how they're doing it. Look for trends.

Then see if you get on the cutting edge of those trends.

If all you got from this product was the concept that you need to CREATE products that push the
trends, that you need to look for “next step” products, your time and money would be well spent.

Now, if you don't have a LIST at all yet to send emails to, you need to set one up. Seriously. Get
Promo Dashboard and it'll show you how to set up your blog, and all kinds of other stuff.

But most web hosts have a 1-click Wordpress install. It's very easy.

259
 I'm Going to TRAIN You for FREE!

How To Conduct Your OWN Ockham

Razor Study Groups Over The Phone
And Grab $744 to $1,488 Per Class....
Starting 17 Days From Now
Hello,

Marlon here.

Can you spare 1 to 1/2 hours per week for the next 6 weeks?

If you can, then you may qualify to be one of my key leaders who conducts
study groups on Ockham’s Razor AND gets paid for doing it!

And get this -- there’s NO licensing fee! I’m going to GIVE you this
opportunity.
Imagine this:

It’s Tuesday morning (or evening).

You hop on the phone. You have 12 anxious students who have read the
next chapter in Ockham’s razor and are ready to discuss it.

Each student paid $10 or $20 to be there. That’s $120 to $240 for an hour’s
work! Since the groups are six weeks, that’s a potential of $744 to $1,488
per class.

If you did 3 or 4 groups a week, well, the numbers could add up fast. If you
went crazy and did 4 classes in a week, that erases a lot bills just for sitting
on the phone 1 to 1 1/2 hours per group or a total of 5-6 hours of hard labor
per week.

260
But let’s say you do just one group per week and you made $120 for it.
Look at it this way, the FIRST week you do it, that $120 erases one to ten
of your bills. If you’ve been following me on my blog at marlonsnews.com,
you KNOW I teach breaking your bills down into daily amounts.

I'm Going to TRAIN You for FREE!

Well, $120 a week equals ANY bill that breaks down into $17 per day. Now,
the NEXT week, you do the same thing.

Best of all, you don’t have to be an expert! All you do is follow instructions
and lead the study group. You know, a LOT of people learn better when
they’re in a group setting and have a chance to kick around ideas with
others.

Of course, you WILL need to find 6-12 people to be IN your class. If you
already have people on your list, that shouldn’t be any big deal. All you’re
asking is $10-$20 per study group meeting. It’s like dues.

Oh, you get to KEEP all the dues. You don’t send me a penny. And you’re
free to charge what you want, as long as you meet my simple terms of
service.

Now, if you do NOT have people on your list, I’ll teach how ways to recruit
people to your study group using free and low-cost methods.

Once You Get One Group Going,

That Group Can Spawn More!
Once you get one study group going, that group can spawn more.

Some of the people in your study group may want to repeat the group. You
can charge a re-take fee for that, make it half price or whatever you want.

Some of the people will REFER their friends to ALSO be in study groups.
So if you do great study groups, your activities can grow and expand.
That’s really dependent on you. But the potential is there.

261
 You Learn Best What You Teach
The money is a nice thing. But do you know the MAIN reason to conduct
study groups?
Because you learn BEST what you teach. That is the number reason for
conducting study groups and should be your number one motivation.

Here are the main reasons to get involved:

1. You learn best what you teach. You'll be motivated to FOCUS and really
apply this technology to your own life and business.

2. You'll have the excitement of participating in a wonderful beta test

experiment. This is going to be exciting.

3. You'll get personal Group Leader training from Marlon Sanders at no

additional cost! There is no licensing fee at this time. You just buy pin codes
for your attendees. That's it.

4. You get a free listing (for a limited time) on my Group Leaders referral
page. This could result in a few or a LOT of referrals. I've never done this
before. So it could be really exciting.

5. Only doing one Study Group every six weeks with 12 people could erase
substantial bills! And you learn and grow at the same time.

6. You do NOT need to be an expert. You just follow my instructions.

7. This is NOT a franchise so there are no ongoing fees. And at this time,
there is no licensing fee. So you're in on the ground floor of an innovative,
exciting event.

8. Most importantly, you get to become a vital part in helping me spread the
Gospel of Internet Marketing! That's the most exciting benefit of all.

When you sign up to be a leader and receive your group kit, you’ll also
receive an application. Acceptance into the training is NOT guaranteed.
Indeed, there is a possibility your application fee will be returned.

Here's why: The requirements are rather stringent:

262
1. I do not want leaders who are desperate for money because I want NO
sales pressure placed on people.

2. I do not want leaders who plan to use the groups to sell other people’s
products or their own. This violates our terms of service.

3. I do not want leaders who will not follow through on leading their groups

4. I do not want anyone who participates in any kind of illegal, questionable,

or unethical practices

5. I do not want anyone who ONLY wants to do this for the money. I'm
looking for evangelists who want to spread the Gospel of Internet
marketing. And people who realize you learn best by teaching.

6. I only want people who understand there is no guarantee of any income

and you may or may not make anything, depending on whether or not you
put people into your group. I plan to refer customers to my Group Leaders
but there is no guarantee you'll receive anyone from this.

7. I only want people who are positive, forward thinking and willing to put in
effort to get a fantastic result.

As you can see, there are no guarantees of income and you must
apply for acceptance.

I reserve the right to turn down any application for any reason.

I’m Going To Personally Train You

Since this is my FIRST group, I’m going to personally hold the training
sessions! There will be an introductory session where I cover the basic
training.

Then I’ll be holding 6 meetings to walk you through the whole study group
system your first time. Each study group meets for 6 meetings. That’s why
it’s a 6-week training.

Why 6 weeks?

263
I’ve found that 8 weeks is too long and 4 weeks is too short. Six weeks is
just right. We'll have a blast launching this beta test to see what's possible!
What can happen? What can we make happen? I don't know but we'll find
out. And it'll be very exciting.

Here’s What You Get

1. Your Study Group Leader application

I will not accept everyone as a Group Leader. So there is an application

process. In the event your application is declined, your money will be
refunded.

2. An introductory Study Group Leader training call with me

This is where I lay out the big picture of what will occur. It’s also a chance
to welcome all Group Leaders.

3. Six training sessions to walk you through each week’s group

meeting

Each Study Group will last 6 weeks.

4. You get 12 pin codes to start with

The special Study Group Edition of the ebook will be protected by a pin
code. You’ll receive 12 pin codes. Each pin code is $10 in blocks of 12. So
12 pin codes are $120. That enables your Study Group Member to unlock
the ebook. You get $60 to $120, or even more, for your Study Group. If you
charge $12 a meeting or $72 for all six weeks, that’s $62 net to you. Twelve
people in the class times $62 net equals $744.

On this call, I’ll go over the big picture details and welcome you to the team.

5. The possibility of one group wide event you get extra money for.

If we have 50 Leaders agree to conduct Study Groups THEN I will agree to

add on one Saturday group meeting consisting of all members of all
groups. You can give this as a value added or charge an extra 10 or 20

264
bucks for it! This will be added ONLY if we have Leaders agree to conduct
Study Groups. This gives you an INCENTIVE to tell your friends about the
benefits of being a Group Leader.

6. Instructions on using a free conference call service to conduct your

conference calls if you’re in the U.S.

If you’re outside the U.S., I’ll provide a forum where Group Leaders can
exchange ideas on services that are free or for fee. In this case, there is a
possibility of additional expenses for conducting your conference calls.

7. The opportunity to be part of something new and innovative as we

spread the gospel of Internet marketing.

This is a BETA test. I don't know what to expect. But I know it'll be exciting
for those who choose to get involved with me.

8. Referrals to my Group Leaders page from my customers.

I'm going to funnel my customers into a referral page where you'll be listed
if you're a fully trainted Group Leader and participated in all training calls.
There is no guarantee of referrals but I plan to put up a referral page and
send all my customers there who'd like to participate in a group.

Conduct Your Own Ockham Razor

Study Groups" Right Now
for Just $233
YES Marlon, I want the system! I want to become an Ockham's Razor
Income System Group Leader! I understand that if accepted I'll
receive 12 pin codes to start with the opportunity to obtain more as
long as I comply with your terms of service (delivered with the
application).

I understand that to be a Group Leader in good standing, I'll need to

attend one introductory training session and 6 weekly sessions to prep
me for my Study Group sessions. I further understand I'll receive all 7

265
benefits above if accepted. On that basis, here is my $233. I
understand my money will be returned should my application not be
accepted.

Add To Cart

266