Welcome!

The Lesson This Week: This Lesson is about making profits from your online business. Making the most money possible from your online efforts is not impossible but does require the right infomation. You've heard the saying, "Knowledge is power"? That was never more true than now.

We're going to pull everything together, everthing that we've learned so far, to create a WEALTH GENERATING MACHINE so you can become truly RICH, if that's your desire.

Lastly we'll tear apart a 'common myth' about information marketing that is keeping many people from being successful - including you - and we will systematically destroy the one biggest obstacle to your success online or offline so you'll have no barriers to success.

With that said, are you ready? Ok! Let's get going - Lesson 5 begins NOW!


Lesson 5

Introduction

In past lessons I showed you how to create a dynamic, benefit filled capture page to generate your email leads, create subject lines and email openings so your emails get read.

You are way beyond 'newbie' material now... you're going into advanced territory where the online landscape changes dramatically - in ways you may never have thought of.

This Lesson and the next are most important for your success online because it shows you how to squeeze every ounce of profit from your online activities and how to remove every barrier to your success - especially those annoying self-imposed barriers we create for ourselves.

And what's the engine that pulls this profit train? In the online world it's our ezine, newsletter or whatever you want to call it. It's the "thing" we send our subscribers. When we market to prospects offline (Lesson 7) it's the same thing: A simple device to communicate with anyone on our list.

These are our vehicles for constant communication with customers and prospects. And if your message hits your prospect (whether they are online or offline) at the right TIME (remember "timing" from the last Lesson?) and in the right frame of mind (remmber "moods"?) you will have success.

But, as we already know, you cannot hit ALL of your customers and prospects with perfect timing and when they are in a perfect mood... right?

That is the reason you have to CONSTANTLY communicate with them... to finally be able to catch them when the circumstances (mood), your message and the timing are right for them to take action by ordering your product.

I cannot emphasize this enough... there is not a single marketer on this planet that mails to their prospects too much - online or offline. Ok, well if you send 5 email messages a day to your prospects, that might be too much... but you should be sending them at least 4-5 messages per week. And if you're mailing a letter or postcard to your prospects once every week that would not be too much.

And what's our most important job as marketers?

Our business, our job as marketers is to build our list!

If you really want to narrow down the job we have to do, it's that: Build our lists and market new products and services to our list constantly using the technics I described in Lesson 4 and will discuss in this Lesson. If you do nothing else, just "communicate" with them. That's where the money is.

After all, if you can't capture an email lead, and you can't follow-up with your prospects what good is your web site, graphics, $295 '3D' book covers, 'killer web site, cgi and php scripts, hosting account, computer, ISP or the Internet for that matter?

If you can't make money online, what good is the Internet?

It's just a big dictionary, encyclopedia or newspaper.

I'm serious. That's how I feel about it.

I'm a hard-core entrepreneur. I want to make money, and guess what? If the Internet isn't going to make money for me I'll gladly go elsewhere and let the Internet alone. I will drop it like a hot rock and use other ways to make money.... using the EXACT same methods I used online and offline to make money... build a list, source products and constantly send them offers, etc...

That is the GOLDEN KEY TO PROFITS.


Building, Maintaining, Growing, Trusting

You build trust my making OFFERS that are trustworthy and communicating that you're for REAL.

In the last lesson we talked about the subject line and opening sentences of your emails. That gets them open and read... but what do you put in the body of the email?

Your OFFER. Your OFFER goes into the body of the email, and if your selling your own product, the OFFER and the CLOSE.

What's an "Offer"? The offer is simply your value proposition... in other words, what are you prepared to give your customers in return for their money?

Yes... this is a major flaw in the free enterprise system. If you ask people for money, you actually have to give them something in return. Gheesh, what a downer huh?

Well, buck up... it's not that bad. The key to making this work is by delivering something that has a high perceived value that actually costs you less than the real cash outlay to obtain or deliver the product.

That's how you make a profit, that's how all businesses make a profit.

The difference between your TOTAL COST of creating and delivering the product and the PRICE someone is willing to pay for your product is PROFIT. It's that simple

Don't get me started on 'gross' and 'net profit'... this is not an accounting course. When I say profit I usually mean 'profit before taxes'... you still have to pay taxes on any net profits you make to your federal or state governing authority to arrive at your net-net profit - the amount of money you get to actually keep at the end of the year.

From this point forward I'm only talking about net-net profit, unless I state otherwise.

And there is not another product on the face of this earth with more profit potential than "information products".

You might be selling something else but I would encourage you to consider adding an info-product to your line becuase of the healthy margins they carry.

In many cases, especially online, your gross profit on an information product is 99.9%... you can't get much higher than that. Your only real expenses in delivering info-products over the Internet are your hosting and ISP accounts and maybe any subscription services you use to deliver your products electronically.

But there is a problem selling information products that is not a problem with other types of products.

The first problem is that you cannot take a picture of them. You can always draw an imaginary 'cover' for your book or report or software product ... but it's just a representation of your imagination, that's all. The only real way to describe them is through your words... your sales copy. And unlike their physical counterparts, ebooks and digital products do not even exist in the 'real world' they are pure binary code, little 1's and 0's - translated on your computer screen so you can read them.

If you tried selling some 1's and 0's how far do you think you would get? Not very.

That may seem pretty obvious, but let's take this to the extreme because the point is often lost to the neophyte information marketer.

But you're not a neophyte anymore... you're going into the inner circle of advanced information marketing here... a rare breed who understands the reality of marketing pure "information".

You understand how hard it would be to sell 1's and 0's, right? Pretty tough. No one will buy them.

But that's exactly what you're selling, in the most basic form.

The next thing you are selling as we move up the chain of information, is 'ideas'... right?

These 1's and 0's are not just binary code... they are now "ideas".

If you're selling an information product of any kind, digital or paper based, you're selling 'ideas', right? Those 'ideas' are just the beginning though.

"Ideas" are the BUILDING BLOCKS of the information we will eventually package and sell.

You cannot sell JUST 'ideas' can you?

Let's say you announce to your list that you have this great IDEA... but you didn't TELL them what the idea was... and you're willing to sell this "idea" to the first buyer for $49... do you think it would sell?

Probably not... but you never know. Some people will buy just about anything ;-)

If you said, I have an idea and then you actually describe, in short, what the idea was about... for example "how to make $1 million dollars starting with no money" and you tried selling it for $49, you would probably get many more buyers. Right?

Ok...now...

So you would sell your idea for $49. Now you have to figure out HOW you're going to deliver this idea to your buyers.

What are your options?

You can simply call them on the phone and tell them what your idea is.

That's one way to deliver the info.

You can also write your idea down and send it to them through the mail or over the Internet.

You can record it on audio and send it to them through the mail or over the Internet.

In other words, there are a lot of ways to DELIVER this idea to them... but you have to translate the "idea" in your head into a tangible (even if electronic) piece of "information" that can be spoken, written or recorded... right?

Let's say you decided to write the "idea" down and deliver it over the Internet. That would be easy...

Let's say you simply decided to give it to them straight away... so that they didn't have to work too hard to really figure this out and decided not to create and entire book or report about your idea. You're trying to save yourself some work, of course, but you're also thinking of your customer.

You don't want them to work to hard either. You're just going to give them the idea in it's 'raw' form with no extraneous information or 'details' whatsoever. They would probably appreciate that, right?

But if you gave them the 'idea' and all you gave them was this, on a single piece of paper, (electronic paper):

"Buy 20 rental properties, one each year for 20 years, worth $50,000 each (with no money down through owner financing) in your home town... let your renters pay off your loans and pay for upkeep through rent increases... then sell the buildings after your loans are all paid off and you'll pocket $1,000,000 or more at the end of 40 years."

Do you think your buyers would be happy with that?

Why not? You gave them exactly what you had promised, "how to make $1 million dollars starting with no money".

I would guess that half of your buyers would probably request a refund.

Sure you gave them the idea and you even wrote it down for them... but their expectations were much higher than that...

...your customers are looking for details NOT just an idea, even though that's what you told them they would get

But you may have missed something in what I just said... I said, "half of your buyers would probably request a refund"... why only 50%?

The other half probably want one too, but just never got around to asking for one.

The problem, of course, is that the next time you offer them anything no one will buy it. They got 'burnt' once from you and will probably never buy anything from you again-- even if you told them ahead of time that they were only going to get this one 'idea', they will have expectations above and beyond what you told them they would get that you never addressed in your product.

People want more.. they want details, and more importantly they want to be satisfied with their purchase on an emotional level. Satisfaction is a rather subjective term, but you need to think as your customer does and ask yourself the queston: "Is this product going to satisfy my customer? Would it satisfy me emotionally, if I were the customer?"

By providing MORE THAN what people expect, you can not only reduce your refund rates but also BUILD trust in your products and your name over time.

How do you give them MORE? By...

...including DETAILS in your product they never expected to find... you gave them more than just an "idea" you gave them MORE details, MORE information, MORE advice than they thought they were going to get... in other words:

you delivered more value than they thought they would get and satisfied them emotionally...

Give MORE than your customers expect so they can feel satisfied that they didn't get ripped off and they made the right decision to buy from you in the first place. You've heard of 'buyers remorse'? It's very real.

As soon as someone buys something they feel a loss... the better and more satisfying your product the less 'remorse' they will feel. That's why it's so important to give people more than they expected... to reduce the remorse they will feel after buying your product.

I would even give them a 'free gift' , something they did not expect to receive.

People buy for emotional reasons and then justify their actions later using logic. If you give them more than they expected (such as a free valuable gift), that's all the justificationt hey need to keep their purchase and not request a refund.

People hate to feel quily about anything and will use any justification handy to make themselves feel better. If you give them more than they expected when delivering your product they would feel quilty for returning it because you gave them so much! They will say, "Gheesh, this guy gave me all this free extra stuff I didn't even know I was going to get. It's like a gift."

If someone gave you a gift woudn't you feel bad about handing it back to them and saying, "This stinks I don't want it"? 99% of people would never do that because they'd feel quilty for not accepting a free gift.

Same thing with your products - give them a free gift they didn't expect to receive and since they don't want to feel quilty they won't return the whole package.

It will drastically reduce your refund rate, improve customer satisfaction and create a bond with your customer that makes them trust your future offers.

Solid business advice. Don't take it lightly.

The real profits in your business will be made by selling multiple products to the same buyer over time. In order to do that you need to give them and awesome experience when they do buy something from you. I talked about how to create your information products in Lesson 3. You really have to dig down into your own experiences and create they very best product you possibly can.

If you sold them a book on "how to make money online" you better give them something they haven't read about before from 100 other people selling books on "how to make money online"!

When you do give your customers more than they expect you'll dramatcially increase their lifetime value as a customer and that's where the real money is.

For example, someone on your list will buy one of your lower priced products for $29, then, if they like that and you truly delivered more value than they thought they would get, they may consider your $400 product, and then if they like that they will attend your seminar for $2,500.

They may also buy other low-priced products from you over their lifetime which increases their value to you.

There is one WARNING to this section: Yes, you need to create the very best product you can, deliver more than they expect and create an awesome experience for your buyers... but don't wait to roll out your product and start testing it if it's still not 'perfect'...

Having an excellent product and delivering more value than expected does not have anything to do with how 'perfect' the product is... is has to do with your mindset.

Let me give you a real example of just what I'm talking about:

This course...

Since releasing this course online in December, 2003 I have received 100's of emails thanking me for writting it and putting it out. But before it was released to a larger audience I test marketed the course to a few customers who provided me feedback on it... everyone loved it. But there were a few emails from people who told me, yes they loved the course, but there were so many 'typos' in it that I should have been more careful or hired somebody to go through it and fix all the typos first before releasing it.

I did actually go back and try to correct as many typos as possible... but I could have spent another several weeks going through it or hired someone who would have spent another few weeks going through it just to make sure those typos were corrected.

What did I do?

Neither.

I realesed the course and hired someone later on to help me correct the typos. There are, I'm sure, typos in this course even now but if I had waited until it was 'perfect' you would not be reading this Lesson even to this day.

You don't have to make it perfect... you have to deliver excellent information and get it out the door.

The money is made from selling, not making it 'perfect' -- as long as you deliver what was promised and more than expected you can be happy with your product. While you're tetsing it, you can go back and make corrections, clean it up, etc. but get it out the door as soon as feasibly possible.

If you tried to make it 'perfect' you will always see something wrong with it, because that is where your focus is and you will never start marketing it and you will never make money.


Who Are You? Are You Going To Leave Me?

Let's talk about what I mentioned earlier, "communicating that you're for REAL".

In most cases the person who signs up for your list will be unsure of who you are and what you can do for them.

Each communication from you is another opportunity for you to build trust. One of the fears most people have about buying anything online is getting taken. Trust means having some assurance that you not just going to take their money and not deliver anything in return.

That why you should always set up an autoresponder to confirm a purchase and let your customer know you got the order and the order is, at the very least, being 'processed'.

They need to hear from you within seconds or they get concerned the order didn't go through but their card was charged or the order went through but you never got it or the charge went through and you decided to take their money and run.

So confirm orders and if possible deliver the product they ordered instantly, especially if it's a digital product.

"Communicating with your customer"... this is common sense and I shouldn't have to tell you this, but I don't want to leave this out because it's important for your success.

You'd think this was common sense. But I purchased a product recenlty online and received no confirmation of my order, no receipt and no communication whatsoever from this company.

I called their customer service number and they told me they only send receipts if "I requested it". You're kidding right? I don't even get a receipt?

Now this is a well respected company, a company that came highly recommend by one of the most respected online marketers around.

I requested a receipt and received an email from a "Kathleen" with the following message:

Hi David,

This is to state that you purchased the Monthly Copywriting Genius from XXXXX Institute on March 4, 2005 and paid $99.00 by your Visa Card. If I can be of further help please let me know.

Kathleen/Customer Service


That was it!

The return email address wasn't even using the company name and the subject line simply said "Receipt". I would have deleted because it looked like spam but luckily opened it first to see what it was.

Listen, communication is KEY to your survival online.

After a cutomer orders one of my products I set it up so an autoresponder message goes out with the download URL immediately, but when I get notice of the payment, I also send out a message from my office computer that says,

"This is just a personal note saying 'thank you' for your order! And just in case you missed the download URL, here it is again..."

...and then I give them the download link again.

The personal touch and constant communication BEFORE and AFTER the sale never hurts...


Where Did I Go Wrong? Using Common Sense

If you have tried to make money on the Internet before, this is where you may have gone wrong.

Believe it or not your subscribers and buyers need re-assurances that you're not a 'scam artist'. I know that's hard to understand, because we know we are not scam artists. We are trustworthy people who would never think of scamming anyone. Unfortunately your subscribers don't know you that well.

So it only makes sense to communicate with them often, and using language that builds trust...

...and it's also one of the reasons I email my subscribers almost every day.

What do I mean by "using language that builds trust"?

Well, for the most part it means using simple language. Language that is easily understood by an 12 year old.

Yes, that simple.

It also means avoiding exaggerations of any kind, wild claims or illogical arguments and statements.

Your words are very important. What you say, and the way you say it will help establish trust or destroy it.

When in doubt, read your email copy out load and see if it sounds like BS... if it does then you've got to change it before sending it out.


Understanding Your Customers and Prospects

They want a 'real' person to communicate with them.

And that means being honest with them.

Here's a secret to selling that very, very few people use online: Tell people what you don't like about a product or service you're promoting! -even if it's your own!

Not every product or service is 100% perfect... but admitting that fact gives you so much credibility. You don't have to go overboard about what you don't like, but honest about it.

If the product you are recommending doesn't talk about "X" and you wish the author had put more information about it in the book, say so.

There are certain things you can always say about a product, especially an information product that will give your recommendation some credibility. Things such as:

  • "You will have some work to do, but the instructions are clear and easy to read..."
  • "It doesn't go into enough detail about setting up the program, but you can get that information from the programmers website anyway..."
  • "Even though
  • "I didn't agree with the author on this point, but he nailed it when he said..."

So, the truth is, you can be totally honest in your opinion of a particular product and STILL make sales and probably a lot more of them because you are being truthful in your assessment of the product and in your recommendation.

Never be afraid of telling the truth, at least the truth as you see it.

That's all it takes to build trust.

You should notice one thing though that is very important in the examples above:

The first part of each sentence above starts with a negative and ends with a positive feature. For example:

"You will have some work to do (negative), but the instructions are clear and easy to read (positive)..."

That's true for each example above... go back and re-read them.

The reason you want to do this is people tend to remember what they've read last. So always end your sentence on a positive note and they will remember what's positive about the product while still respecting you for being critical of the product, even if they can't seem to remember what exactly those negative points were ;-)


This Is Not Right!

So the liberating thing about 'telling the truth' is that you can get really enthusiastic about a product that is great... and worth a high recommendation!

This is where the neophyte information marketer and the advanced market part company.

The neophyte will HYPE and be enthusiastic about any product... just to make the sale.


The advanced marketer will never hype anything and ONLY be enthusiastic about a product that is truly superior.

Whenever a customer gets an email from a marketer who does not understand this point, who has been overly enthusiastic about EVERY product he recommends will say to themselves, "This isn't right". They will know you could care less about being honest and are just trying to make the sale.

On other hand, the advanced marketer has already 'conditioned' his list so that if he is really enthusiastic about a new product or one he just found they know he must really be telling the truth because if there was anything really wrong with it, he would tell them just like he always does!

When a recommendation is made, one that the marketer is truly enthusiastic about, the sales will come fast.

He may not make many sales when he suggests a product in which he has some 'reservations', but when he does find a near perfect product, it will more than make up for the lost sales on the other products he's mentioned in his newsletter.

Aside from your own products, this is where big money is to be made on the Internet.

Let's say you send out up to 6 emails a week as I suggest you do. 2 of those emails will suggest products that do not receive your 100% endorsement, 2 are 'high' recommendations and one promotes your own product, the other is your 'pure-info' newsletter day.

If you have a list of 1,000 people--- as an example. You can expect that any product you suggest will get anywhere from 0-2 sales (per thousand subscribers)... but when you give your HIGHEST recommendation to a product and fully endorse it, you can expect 2-4 sales (per thousand)!

If the product you recommend is $49, for example, and you receive a 50% commission on it that's a profit of $0-$50 (per thousand) on a 'suggested' product and $50 to $100 (per thousand) on a HIGHLY recommended product!

You can see that MAILING daily, with several 'suggested products' and ONE HIGHLY recommended product per week can add up to a lot of money fast with very few subscribers.

PLUS you will include your own product in one of those emails each week as I recommended in Lesson 4 and your profit on your own products are always much higher and your list is much more responsive to your own products.

Let's take a look at our marketing calendar again and do the math for a typical week, based on only 1,000 subscribers:

 SALES MATRIX

Profit on 'Suggested' Product

Profit On 'HIGHLY Recommended Product

Profit On Your Own Product

Day 1

'pure info' mailing

-

-

Day 2

-

$75

-

Day 3

$50

-

-

Day 4

-

$50

-

Day 5

-

-

$210

Day 6

$25

-

-

Day 7

day off - no mailing

-

-

PROFIT

$75.00

$125.00

$210.00

   

Grand Total ALL Columns

$410 per week

This example shows $410 in income per week per 1,000 subscribers. If you have 2,000 subscribers you can expect (if you follow my entire systems (from Lesson 1 onward) $810 in profits per week -- 5,000 subscribers? $2,000 per week or more... you see how profitable this can be?

You can see that 'mixing' up your offers makes economic and common sense. A good mix of 'suggested products, HIGHLY recommended products and your own products will appeal to your list.

Your ability to make your living online is the result of generating multiple sources of income. You are creating multiple sources: Your OWN products; 'suggested' products and; HIGHLY recommended products.

Think what would happen if you ONLY offered your own products or ONLY offered HIGHLY recommended products or ONLY offered 'suggested' products... your list would grow tired of the SAME offers all the time and once they purchased that offer, they won't keep reading your newsletter because they know that's all you're ever going to offer them!

You wonder why you started a list, started recommending products and didn't make more than $50 a week? This is another reason why.

Mixing it up like this will keep their interest high and, as long as you continue to find new and exciting products or develop them yourself, you will continue to make sales.

This is a pretty typical week for me, except that I have close to 9,000 subscribers, but I mean the results in percentage terms are typical... and the grid above is based on my own experiences.

Yours may be different depending on a number of factors. But, as I mentioned, at a minimum, you can make $1-$3 per subscriber PER MONTH using this system. That's an average of $410 per week X 4 weeks a month is $1,640 in profits with only 1,000 subscribers (or $1.64 per month, per subscriber)!

You may not think this is very much money... $410 a week. Let me assure you that most people work a 40 hour week to make $410 a week... or $21,320 a year!

Following my system you only have to spend 2-3 hours a day (at the most) 'finding an appropriate product, writing a quick email about it and mailing it to your list.

Yeah.. it's that easy.

Imagine your earnings if you had a list of 10,000 high quality subscribers... it's very possible to do. Using the methods I already told you about I've built my list from 1,800 to 9,000 in less than a year. Your potential earnings are now $410 X 10 or $4,100 per week or $213,200 a year! ...and this extra money was made with the SAME amount of time invested as when you had only 1,000 subscribers -- 2-3 hours each day!

Here's a tip that could dramtacially increase your income using this system:

Instead of sending one email for each product you promote, send a series of them for 2, 3 even 5 times in a row.

Tests I've done over the past year have indicated that for those products that sold well on the first time out to my list performed even better when I revised the email slightly, referenced the first one and sent it out 2, 3 or even 5 times over the period of a week to 10 days.

For example, if I send out a recommendation for a really excellent book, let's say Allen Say's and Bryan Kumars' Money and Power on Tuesday I will get a certain number of sales... if I send it out again, with a different message but referencing the first email I sent I get many more sales than if I sent it out only once. If I continue to recommend the book over a series of 2-5 emails I get a huge response... sometimes 4 to 6 times what would normally get on a single email shot.

Listen: I didn't 'discover' this by accident... I want you to learn a very important point here. I learned this by testing and I learned it by not doing what other people were saying, but what they were doing.

I make this a point in my sales letter for my InfoProductLab Private Site: You don't make money by listening to other people, event the 'big' Internet marketers... no... you make money by watching what they are DOING and then DO the same thing.

When I saw that a lot of the larger marketers were sending out emails one after another all promoting a single product I thought, "Hmmm... why are they doing that?". Then I saw that they would also send out one message and then NEVER follow-up with that message ... again, I thought to myself, "Hmmm... why did they do that?"

Here's the Lessons I learned by WATCHING this action taken by larger marketers (the one's who were obviously making money :) and then TESTING it for myself (very important, always test what you observe):

  • LESSON #1: I discovered through my own TESTING what was really going on: When they promoted the same product 2-3 times in a row day-after-day, and each mail referencing the previous email they were MAKING MONEY.
  • LESSON #2: If they sent out an email one day and then NEVER followed up on it, it meant that the product did not sell as well as expected and they DROPPED it like a HOT POTATO!


This one 'secret' should put you ahead of 99.9% of every marketer online. Watch what people are doing, especially the one's you know are making big money... then test what you've observed for yourself.

Over a period of time you can find products to promote each month that will do extremely well for you. The one's that you 'test' and don't work out, drop them... the one's that do well, keep in your Sales Matrix (above) and continue to promote them each month or every other month.

It's kind of like a 'control' piece in direct mail marketing: When you find one that outperforms all the others, drop the less profitable and promote the product that sells better. This way you can continually update and upgrade the products you're promoting to the best selling and most profitable selling products at all times.

Staying Focused

By the way, the work we did in Lesson 1, Lesson 2 and Lesson 3 is critical for this system to work correctly.

You need a "focus"... for your letter ...and your recommendations need to be relevant to your FOCUS or else they will fail to generate a response at all.

Let's say your focus is on 'pc repairs' and you suggest a product to your list having to do with a 'dating site'... it will probably not make any sales at all or very few. So your recommendations need to be tightly focused on your list's interests.

The key here is the way in which you BUILD TRUST, by telling the truth about the products you find and suggest to your list. And when you find the 'perfect' or near perfect product, get really enthusiastic about it! But never over-do it or make exaggerated claims about it.


Your List Is Dysfunctional - Get Over It!

You know you could have the most perfect 'system' in the whole world, but if the product you recommend in your newsletter is a dog, the 'system' isn't going to help you make a penny.

You have to find a way to 'source' great products that will appeal to your subscribers.

I've already given you two of the best ways I use to source products. Do you remember what they are?

One was revealed in the interview I did with Scott Foster from Lesson 3, "Picking The Low Hanging Fruit from the Internet Tree"... the other way I revealed in Lesson 4: Creating a "Challenge"... and getting your subscribers to recommend new products you can promote.

The last way I'm going to reveal to you is simple but not as good as the previous 2 methods...

All you have to do is get on the mailing lists of eveyone in your 'niche', read their newsletters and see what they are promoting. Then contact the owner of the product or sing up for the product's affiliate program and promote it to your list.

The only problem with this type of sourcing is that your subscribers are probably already on these other lists and got the same promotion for it that you got... and some of them may have already purchased it. So you will make far fewer sales than if you found the product first and promoted it to your list before the other ezine owners did.

However, as I mentioned above, you can tell which products are performing well for other marketers becuase thye are promoting them day-after-day :-)... so watch carefully what other people are promoting.

So, I highly recommend that you take an hour out of the 2-3 hours you'll be online each day and souce your own affiliate products or work on creating your own products.


Info, GADGETS, Plans, Software - What Sells Better?

That's what you need to find out ;-)

Sorry, but I cannot answer that one for you... but the question is a guide for you to keep in mind as you source your products to sell to your list.

In my case, my list prefers 'business opportunity plans' that look relatively easy to do and they sell better than software, gadgets of all kinds, and even 'information' and reports that are not specific to a business opportunity.

I'll give you an example. Below is an email I sent to my list and it generated more response than anything else I have ever sent.

I think I know why, but that's probably irrelevant since the response could have been due to a number of factors that I do not even know about.

----------------------------------------------------------------------------------

Hi [name],

I have been on an amazing quest... and I want to tell you
what I've been up to and what I found!

First I apologize for not writing my weekly letter last week
or the week before...

I took both weeks pretty easy (except for the 'quest' I
began below) and just relaxed with family and friends. It felt
really good to 'recharge' my batteries after putting in 80 +
hour weeks on my business for the past several months...

And you thought being in business for yourself was going to
give you more f*r*e*e time?? SOOOO did I....

Hence my quest: To seek out and find the EASIEST BUSINESS IN
THE WORLD to start, operate and make a profit- enough of a profit
to make a full-time living in as *few hours per day* as possible.

I searched high and low, on the Internet and off the Internet.

Here are a few of my findings:

Business #1:
This business sounded great, the timing was perfect and the
profits potentially in the six-figures: Installing 'stair lifts'
for seniors and handicapped persons in their homes.

Basically all you need is a manufacturer who will sell to you
direct or have them refer you to a reseller who gives you a good
discount. Do a search on Google for "stair lift manufacturer"
and you'll get some great contacts.

Next, if you're handy in anyway you can install these yourself
(with a helper) and make some serious money. These 'lifts' sell
for $6,000 and up and you can easily install 5-7 per week.

I thought this was a pretty good business considering the baby-
boomers are just starting their 'senior' years. I may pursue this
in my area...

BUT... I kept looking because my passion is 'paper and ink' type
businesses even if the 'paper and ink' is all digital.

The one thing that concerned me with the business above are the
legal requirements, paperwork for insurance claims and 'hiring'
help that was trustworthy (after all you're going into people's
homes)...

What I was really looking for, was literally the "easiest business
in the world" that I could run from home, with very little start-up
costs and was highly profitable.

Business #2:
This one is really 'unique': part of the 'business' is mail order
and part of it takes place on ebaY (the selling part).

In fact, I will state -for the record- that you will probably
not find another business that has as much raw market demand and
is as easy to sell than this one. And, although I think the profits
are fantastic, you will not make a million dollars in this business.
The profit potential is more like $50,000 to $100,000 per year but
there is so little actual 'work' or hours involved it could easily
be run on a part-time basis and still make that amount of profits.

Let's take a quick look at why I think this is the "easiest
business in the world":

First: Your costs are minimal. Postage, some paper and ink
are all you need to get started. You'll also need an ebaY account
to start selling your 'product' when they start coming in.

Second: The "product" is highly desirable and ALWAYS in demand.
This is not a FAD business- it has been around at least 100 years
that I know of maybe longer...

Third: This is the easiest 'product' you could ever 'produce'
and sell. Demand is always high and there are no signs it will
ever change. In fact, demand has ALWAYS outstripped supply for
this product.

Another fact: 97% or better of auctions for this product I've watched
on ebaY will sell and those that don't were not listed correctly
or omitted certain important information in their auction
listings. That's the highest closing ratio for just about any product
I have ever seen on ebaY.

Fourth: There is a common perception among the 'public' that
these 'items' are hard to come by, scarce and therefore in limited
supply. As a result, the 'value' placed on these items is far beyond
the actual value.

Fifth: You have an almost 'unlimited' supply of the 'product' that
you can obtain. The average selling price from my experience is $34
each and can be obtained for the cost of a few postage stamps and some
paper. This can be run as a 'hobby' or as a 'full-time' business. Truly
dedicated individuals on ebaY are generating $3,000 to $10,000 per
month in gross sales. Once you are organized, and have the knowledge
in this report, you can make this a full-time income from a part-time
effort.

Sixth: Even though there is a huge demand, you will have limited
competition. The few 'full-timers' in the business cannot even begin
to meet current demand.

That's what I call "The Easiest Business In The World: Secrets of a
Unique Mail Order Business on ebaY".

This 44 page report is densely packed with information you cannot
find anywhere else on how to run this business form your home. It will
show you in a step-by-step manner how to start, how to obtain the
'product' for pennies each and how to sell them on ebaY for huge
profits.

I wish I could share with you the specific details of this unique
business but if I even mentioned what the 'product' is you either
would not believe you could obtain it so cheaply or you would not
believe it would be such and easy and profitable business to run.

You'll have to trust me on this. Here are the exact steps you need to
take to start making money with this program:

All you do is write a few letters each day, wait for them to 'come back'
with something 'special' inside the return envelope. So far your total
'cost' of obtaining the product is less than $1.00. When it comes back
you list it on ebaY and, like I said, the average selling price of the
practically 'f-r-e-e' products is $34 each, but I have seen prices of
$250 to $500 each. That's all there is to this 'unique and easy' business!

Dave, I know you're not going to 'rip me off' by buying this and
then just asking for a refund... I KNOW you won't do that. But if
try it and it doesn't work for you and you don't think that this isn't
the easiest business in he world...then no problem. I'll grant you a
quick refund.

I have no plans for putting this into the InfoProductLab Private
Area ...I am NOT the author of this report, BUT I am the ONLY distributor
of it on the Internet - so you can only get it as a member of this list.

To get it right now for just $27, click here:

http://www.3tto.com/unique/

PS- Don't believe for one second that the "value" of this info is
only $27… I could setup a full web site, create a super-charged
sales letter, add a couple of bonuses and charge $79 for it…and
get it. I'm not adding a lot of 'fluff' to this offer and passing
the savings to you! Get the report now (direct order link):

http://www.3tto.com/unique/

Make sure you monitor your primary PayPal address after payment
because the report download URL will be mailed to your Primary
PayPal email address. The report itself is in PDF format so you need
Adobe Acrobat Reader to read it (and yes it can be printed!)

That's all the news for now,

- Dave

----------------------------------------------------------------------------------

The huge response I got was to "Business #2"... the easy ebaY business. It shocked me how strong the response was ...

You'll notice two things quickly about this newsletter issue, first I used the "What I found" opening and second it is a 'pure-info' letter that turns into a sales pitch, a 'slippery slope'.

The third thing is that the plan being sold is what's called a "BLIND" biz-opp. See there are two ways you can sell a business opportunity type info-product... "blind" or "open".

Selling it "blind" means that you don't tell your prospect WHAT the business opportunity is, you tell them what it isn't... but never what it really involves.

The second way to sell a business opportunity program is 'open'... that means that you actually tell you prospects what the business is.

For example if you were selling an opportunity for a 'candy wrapper' business and you were using the "blind' method you would tell your prospects that you can make so much money on special events, like anniversaries and birthday's, etc... very mysterious ... but you never tell them it has to do with buying candy bars and putting a wrapper over it with your customers picture and name, and "congratulations", etc...

The blind method works good in mail order and direct mail... but I don't think it works well on the Internet.

People want to know what they are getting before they buy.

In the email above I sold 217 of these ebay programs that I sold 'blind', but once my customers found out what it involved I received 29 refund requests... which is way too high for me, so I stopped selling it (which when I think back was probbaly a mistake- I should have continued to sell it, but found another way to reduce refunds by adding a bonus or a 'stick' product a few days after the orginal purchase liek a free memebrship to my Private Site, etc. A 'stick' product is usually a bonus type product that you send to your buyers a few days, a few weeks or even a few months after they purchased the orginal product so that the orginal product 'sticks' and they don't ask for a refund :).

Even so, that was the highest percentage of requests for a refund I have ever received on any one product. My average refund request rate is less than 1%. If I ever offered it again, I would probably disclose ahead of time what the opportunity involved.

But my point is: This is the kind of information you have to gather from your own list. You're never going to know everything about your list, what your subscribers want or what they will buy... you have to experiment a little and use some common sense the rest of the time.


They BUY When...

Your customers will buy from you when they are...

  • Ready to buy now
  • Willing to buy now, and
  • Able to afford it

And they will not buy from you when they are NOT ready, NOT willing and NOT able. Make's sense huh?

That's why your sales are totally un-predictable sometimes. You just never know what some people will decide to buy from you or when!

So you should NEVER judge some products yourself... sometimes it's better to let your subscribers decide.

Offer products that you may not think they would like, or that are on the 'fringe' of your focus. Just make sure they are good quality products, never offer junk... but take chances once in a while and offer something that is good, but doesn't appeal to you personally.


The MASS PSYCHOLOGY of Your List

The the section above I stated, "That's why your sales are totally un-predictable sometimes. You just never know what some people will decide to buy from you or when! "

What this really means is that you also DO NOT KNOW which of your lists will be successful or not. You cannot fully understand the motivations and buying behavior or your list at all times.

It's un-predictable.

I am going to be suggesting something extremely important, vital to your WEALTH, so please pay close attention.

Remember in Lesson 1, we stated that people are "CONFUSED and seek to FILL the VOID"?

Then in Lesson 2 we stated, "As long as you have a focus for your ezine and can post a response to a question on a discussion board with your URL and signature, YOU CAN BUILD A HIGHLY RESPONSIVE LIST..."

Then in this lesson and in Lesson 4 I detailed the 'system' : the Marketing Calendar and the Sales Matrix and how to mix product suggestions and "high" recommendation offers... ok?

Now we are going to put this all together into a system that runs on auto-pilot and that will generate PASSIVE income using the psychology of your list.

Let's see what else we know...

People seek to 'fill the void' was a big discovery for me... it gave me the courage to start emailing my customers every day. I figured since they want to 'fill the void' with distractions, why can't my emails help fill that void too?

I guess they do, that's why I have so few un-subscribes. Yes, they get my email, but I make the messages light, fun and forceful at times.

I practice 'leadership marketing' - sometimes I even go so far as tell them what they should do ... I lead them by the hand to buy whatever it is I'm offering.

That's the attitude you have to have when writing your email messages... LIGHT, FUN and even FORCEFUL - at times.

I remember hearing Ted Nicholas speak several years ago about how he 'gets in the mood' for writing sales copy. He tries to get in a 'good mood'... he does that by changing his facial expression and the way he walks.

If he's melancholy the day he has to write, he starts by simply smiling... and he make's sure he changes the 'attitude' of his body to imitate someone who is 'happy and go-lucky' because that's the attitude you need to sit down and write compelling sales copy in your letters and email messages.

It makes a BIG difference. I don't know why but when my mood is less than bright and cheery it shows up in my writing...

  • To quicken the pace and attitude of the messages I try to use shorter sentences.
  • I CAPITALIZE words sometimes to get my point across stronger.

It's hard to fake being cheerful, but if you start to smile, and move your body in a way that indicates you are HAPPY, suddenly you ARE!

Try it... it is NOT IMPOSSIBLE to change your facial expression BY FORCE. If you want to be happy, ACT happy, think like a happy peson would think and BE happy.

Your list will sense your mood in your messages... sense your attitude. You have to carefully monitor your attitude before writing your messages to make sure you are not distrustful, suspicious or harboring a grudge, etc... you really need to clear your mind, think clear, happy and cheerful thoughts, then get writing... write fast and quickly because after a while you'll find it hard to maintain this upbeat attitude.

This is how to write copy that sells:

  • write the way you talk
  • use simple, common everyday language
  • be upbeat, friendly and cheerful
  • use short sentences
  • use the word "YOU" and "YOUR" in the copy as frequently as possible
  • tell reader how to order, and
  • ask them to order now

Master this and you can write your own email and sales copy better than a pro.


Creating A WEALTH GENERATING MACHINE

The "system" (including the marketing calendar) I've gone into extensive DETAIL about in the last few Lessons will work on ANY LIST in ANY BUSINESS.

We have been talking about "a" list... your primary list. The one you are focusing on BUILDING right now.

But the BIG, really BIG money is in creating MORE THAN ONE LIST and then using this "system" to generate a ton of cash for you in the form of passive income.

We've talked about spending time on creating your focus, building your list, creating products and sourcing affiliate programs to offer your list... but that is for your "Primary" list, or your "bread and butter" list.

Your Primary List should be setup, working and generating a profit before you go into this MODIFICATION of the system to generate passive income.

Once your Primary List is working and your making a profit, it's time to expand your empire using the tools we helped to create our Primary List.

Sounds like work...huh??

It will be at first, but stick with me here because you can MODIFY the system to run entirely on auto-pilot and once it's up and running, you just sit back and collect the profits without doing ANY work at all!


Modifying the System

Why do this at all? Why modify the system to create additional lists? Sounds like 'work' to me. Why not just continue to build and create more profit streams from your Primary list?

Well first, if there are really easy profits to be made... tell me where to line up, I'll be there.

Second, your Primary List will continue to pump out good and healthy profits for you for years to come following this system but there is a limit to the amount of cash you'll be able to pull out of it each and every year. Hey, that may be enough for you, I don't know.

I guess it depends on the size of your market. If you're in a market that could generate 100,000 or more subscribers then you may want to just spend your time mining that kind of list.

But keep your EYES OPEN for rich veins in other niches.

Let me give you an example:

Right now tele-seminars are becoming very popular with marketers on the Internet.

You always start with a FOCUS.

So if you knew tele-seminars are popular, there's your focus: a tele-seminar ANNOUNCEMENT list. Here's your headline for your capture page:

"Would you like to be the first to be invited to exclusive, free, limited seating tele-seminars?"

How hard would it be to setup a CAPTURE page for a list like this? Pretty simple.

Do you think you would get subscribers? You sure will.

The nice thing about this idea is that the majority of the free tele-seminars are used to sell a seat at an exclusive fee-based seminar or other fee-based tele-seminar that you could make you some back-end income as an affiliate of these programs.

Your response rate on getting sign-ups for the free tele-seminar could be very high and the affiliate income could be substantial.

This would take a little work, but it's possible to make some very nice extra income for very little time invested.

What if you didn't want to do any work at all?

Find an 'evergreen' subject, create a FOCUS, capture page and send all your subscribers directly to your autoresponder.


Setting and Forgetting - Your System on Auto-Pilot

Now, I haven't talked about autoresponders in your marketing yet. So let me say now that once you know how to write email messages that sell products and services, the kinds of emails with good subject lines, solid openings and sizzling copy, then you can effectively utilize autoresponders.

The danger in using autoresponders is that the information can get dated... so you need to review and 'freshen' them up once in a while. In addition, unless you have a constant stream of new subscribers your list will die.

Your list will die because people change email addresses all the time and your list will eventually become worthless due to attrition.

But, if you're using a co-registration service you could continue to receive fresh subscribers and keep your list active and profitable. That would be the only real value is using co-regs on a regular basis.

Let's say for example that you create a series of autoresponder messages just like the messages we send to our list 5-6 times per week.

If you have an aweber.com account, you have the ability to setup unlimited autoresponders and unlimited follow-up messages for one monthly cost.

At the time of this writing aweber.com charges $19.95 a month. Your other expense would be a co-reg service that, at the time of this writing may charge up to .50 per subscriber depending on the service you chose.

If you're only promoting affiliate programs (we don't want to create our own product now- too much work) and you write killer emails as I've shown you how to do, and you maintain a 'marketing calendar', like I've shown you, then you can expect a weekly income of approx. $200 per 1,000 subscribers or $800 per month.

Why would it earn so little? What happened to earning $1-$3 per subscriber a month?

Well there are two disadvantages to this system... well maybe I should say there are fewer advantages to this system because you are not getting the high quality and responsive 'discussion board' subscribers (unless you decide to take time and promote your new list to discussion boards) and you are not selling your own products to these 'secondary profit center' lists (unless you decide to create a few products of your own to slip into the autoresponder messages).

So your first month you would net, after your co-reg service and Aweber expenses approx. $531 per 1,000 subscribers. That's NET. I know that's only .50 cents per subscriber per month, but you're not selling your own products to the list - this is affiliate programs only so you have no customer service issues and no time spent on creating your own products.

IF you add 250 new subscribers to your list each month and you lost 25-50 from attrition and un-subscribe requests that still adds 200 new subscribers or a net gain of approx. 2,400 each year. If you started with 1,000 by the end of year one you would have 3,400 subscriber's or approx. $1,700 a month in net income...

That is PASSIVE income, once you have the emails written and the autoresponder working correctly and populated with your messages.

The easy way to do this is create 24 (approx. 6 per week) unique messages (see, I told you it would be work in the beginning) and then simply 'repeat' these messages each month.

If you had 48 messages written and ready to populate your autoresponder with then you could repeat your messages every 2 months, which would be better. It would be better because your subscribers will be less likely to get bored with your messages if they only see the same one every 2 months (and they probably wouldn't notice right away you were repeating them)... if fact they probably will forget they had even seen it in the first place.

I will frequently send messages to my list that I sent out 2-3 months ago... very few have ever commented that the message was a 'repeat' in fact I usually get compliments on it.

The key to getting one or several of these going is to create a dynamic FOCUS and write some super messages with superior products to "suggest" and "highly recommend".

If you had the money you could start off with many more subscribers, say 2,000 in the first month for a cost of $500, and generate $1,000 a month in income each month right off the bat. But I would suggest building the list slowly to minimize your cash investment.

If you do start slowly you won't have good numbers, a benchmark, for your campaign until you reach 1,000 subscribers.

Again, once the system is setup this is PASSIVE income.

All you have to do is maintain it... make sure the affiliate programs are still operating and if they're not, change the recommendation to a new program and put the new link in the autoresponder message. That's it.

The key to making this work, of course, is the FOCUS, high BENEFIT orientated copy for the opt-in ad and the well written messages.

One of the ways you can maintain the 'freshness' to the messages is to use language like "I just found this" or "Guess what happened to me yesterday" or "I was speaking with Joe S. the other day and he...", etc.

Also, you can include the current 'date' at the top of each one of your messages. Aweber allows you to personalize your messages and one of them is the date (month and year) the day message was sent.

Like I said, it won't be easy writing the message to get started, but once you do it's all on auto-pilot!

Now, we are not done yet... so don't get up and walk away ;-)

This is only the BEGINNING.


CREATING WEALTH

Here's where we kick this into high gear.

You set up one of these 'passive income' or 'secondary profit center' lists and it creates less then the desired income for you.

You did everything I said to do above and it only generates $200 net, instead of $500. What to do? What to do?

Well you have a decision to make.

You can cut and run now... before the list attrition starts to eat up your profits or you hang in there and hope it gets better (it won't) or you can throw money at it and 1,000 new subscribers and try that or be satisfied with a $200 profit.

The only really attractive option here is to 'cut and run'... as far as I'm concerned. If the system isn't kicking out $500 per 1,000 subscribers there is something wrong with the focus of the list or you just hit a niche that is un-responsive and doesn't spend money on anything.

I would not waste my time 'tweaking' it or trying to make it better ... but that's just me.

What I would do is save all my autoresponder messages and use them in a similar niche or focus by simply re-working them to match my new market.

Ok? Take it or leave it that's my advice.

On the other hand...

What do you do with a list you start that produces income in excess of the projections??

You expect $500 a month from your 1,000 subscribers (our benchmark) and instead it produces a whopping $900 or $1,100!

You jump on this thing, roll it out with another 1,000 subscribers and see if the income per subscriber is constant or thereabouts and, if it is... you dig this vein for all the gold in those Internet hills!!

You build the list FAST... 1,000 to 2,000 to 4,000 and more as fast as you can, checking all the way that your income per subscriber stays steady at 50 cents per subscriber or better per month...

If it stays steady or drops off a bit, don't worry... yet. Keep a close eye on it and hopefully you'll be able to generate an income that's totally passive for years!

The other approach you could take is get really involved in this market and start creating your own product for it... this will substantially increase your income in this market.

You should do this anyway, even if you're only looking at keeping this list as a 'secondary profit center' because it is hard to find a truly 'rabid' market... and when you do find one, MILK IT FOR ALL IT'S WORTH.


A 'Common Myth' EXPOSED About Business and Marketing

"Love what you do and the money will follow"... heard that one huh?

Nothing could be further from the truth.

Wait! Hey, you can still love what you do... BUT the money may NOT follow. There is NO guarantee that the money will follow by simply doing what you love to do.

Right?

That's why, if you really want to make money in your own business you have to try different things... try marketing different products and see which one's really take off or not.. the rest, dump them!

The truth is you just never know what will catch on fire and sell really well. Things you believe will be sure sellers, never took off and soldwell -- and the one's you think are dogs will sell all day long for some strange reason.

What's the point?

Don't fall in love with your products. Create only products that people want. It's YOU that has to change NOT the market... you can't change the market.

Let me give you an example from the Stock Market:

You buy a 100 shares of a stock and it starts going down minutes after you've purchased it. Ok.. "it's only temporary", you say.

Days later it's still going down. You wonder if your choice was right or not.

A couple of weeks later you've lost a lot of money and you finally give in and sell the darn shares at a large loss. If you got out in the first few days or hours or minutes, your loss would have been minimal, but you didn't.

You waited and lost money -- more than that you lost opportunity and time.

You buy 100 shares of another stock. It doesn't do anything for a few days then starts to creep up slightly. A few weeks later you are seeing some healthy profits, but afraid the stock will start to slide downward, you sell it thereby 'locking in' your profits.

"I can always buy back in on the next dip", you tell yourself.

The next day the stock really takes off, it dipped in the morning and took off in the afternoon and you completely missed the opportunity. If you hadn't sold, you would have tripled your original investment.

Both of these scenarios could have been much more profitable for our investor if:

  • He cut losses quickly, and
  • Let his winners run until they were exhausted

In order for you to do that as a marketer, you need to be emotionally DETACHED from your products... if a product is NOT selling you STOP wasting your time and money trying to sell it.

If a product sells better than you anticipated, you roll-it-out and promote it heavily to capture the early (and bulk of the) profits for that product.

This is DIFFERENT than what most, inexperienced business people try to do. They HANG ON to their products, especially one's they created themselves in the hope that one day they will "come back".

They think of their own products as their 'babies'.. they are so closely identified with them that it's hard for them to admit to themselves that it's just not what the market wants ... or, at least it's not a good one for the market right now.

This is the hardest thing to get over... your attachment to your product. But you have to, if you're going to be successful online or offline.

There is no such thing as 'hope' in marketing. You either have a winner or your don't.

I'm going to include here a quote from Andy Brockelhurt's product, "The Serious Edge"... the product isn't valid anymore due to the change in ClickBank's rules, but could be useful in promoting other types of affiliate programs.

But what he says here is also applicable to making money online in general and about being an entrepreneur specifically.

This is really IMPORTANT stuff he's sharing here... so please read it carefully. It's also the perfect lead in for next week's lesson: Think and Succeed.

Enjoy!

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Andy Brockelhurst: The Serious Edge

First of all let's consider the 'normal' way that people approach affiliate programs.

They sign up for a program and then do one or more things:

  • They run ads in their own newsletter.
  • They add links to their web site.
  • They buy classified ads in e-zines.
  • They use banners on their site.
  • They create a doorway page and register on search engines
  • The arrange solo mailings
  • Is there anything wrong with these techniques?

Yes and No. Let me explain...

The biggest problem, and the biggest factor in why these people don't see good sized affiliate checks is that they do these things but they use the standard/suggested ads that the product author has provided. They use the supplied banners to put on their page and they use the provided solo ad copy.

What's wrong with that?

Nothing if you are one of the first to promote it and you only use the pre-written material to get things started. But when everyone is using the same copy, and people see the same ad over and over - it becomes ineffective.

Perhaps you recall classic ads like the one that was used for a product called 'The Cookie Cutter'?

'A crazy little ad that pulls like...' - yeah you remember the one. I didn't personally promote the cookie cutter, but I know of people who did. What was interesting was that some people kept selling that product when other people considered it long dead, and the reason they did well was that they didn't use the two or three standard ads the product owner provided.

When I launched 'Internet Profits the Quickway' I provided some sample ads, but after a few weeks I pulled them out of the members area. Why? Because I wanted people to be successful at promoting the product, and as unpopular as I was for taking the ads down - it drove people to think for themselves.

Since the product included an entire section on constructing ad copy, I told those who emailed me complaining that they'd do better to actually READ THE REPORT and try out some ads of their own.

Many people probably didn't bother, but some that did contacted me later and thanked me because they were having far greater success promoting it than they'd had with other products.


They had that success because for the first time
someone FORCED them to think for themselves.

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What To Do Now!

Here's what you need to know:

You should create an "Operations" plan. Don't get nervous. You don't have to go crazy and it doesn't have to be perfect or fit any kind of format- it's for your use only, a 'working' operating plan. Even if it's only one page or less and just a bunch of bullet points, you need to state HOW you are going to make money with your site and your list.

Use my 'system' above or a modified version as a model. Use another site as a model. Come up with a totally unique way to make money as your model!

Just start writing, get your thoughts about how you're going to make money on your computer or on paper.

The idea is to create a PLAN of ACTION... THINK. Ask yourself: "How am I going to make money?" and "How can I make money?" and "How WILL I make money?" and write down whatever answers come into your head!

Be as specific as possible. It doesn't have to be pretty. You don' even have to write full sentences... just ramble on. No one ever has to see this... ONLY YOU. It's a tool for YOU to use.

When you start to write things down they become 'real'... trust me. What you see with your mind, and what you write about doing, even if you haven't done it yet, will become your reality. So write HOW you're going to make money with your site. Fill-in as many details as possible. If you already have a site that makes money, write down how you are making money now... and then add a section: future projects to make money.

Yes, I have my own plan...and after writting it several years ago I realized how important the document became to help guide me and how useful it was as a strategic thinking tool and focus tool.

Many times I will look back on it and without realizing it, many of the things I wrote in the plan have come true and were responsible for my success.


Next Lesson:

In the next lesson we're going to talk about how to think, but not in the same way we were taught in school. We are going to learn how to use our minds as a TOOL to create change, overcome obstacles and barriers and be succcessful even if we think we are hopeless. In other words, we will learn to succeed in spite of ourselves.

We're also going to destroy the obstacles that are keeping you poor, and why focusing on your Daily Marketing Priorities will help create your wealth for you.

WARNING: In the next lesson we get into more of the mindset necessary for success that we started to talk about in Lesson 2. Some of what I say may shock you - in a good way I hope ;-)

Lastly I'll give you some advice about setting up an office, paying yourself and buying computer equipment: Nitty, gritty advice from the trenches ... and...

A final KICK IN THE BUTT to get you MOVING!!



RECOMMENDED RESOURCES FOR THIS LESSON

HIGHLY Recommend Reading Books:

Net Words, Creating High Impact Online Copy by Nick Usborne. McGraw-Hill, 2002. I don't agree with everything Nick says, but I do agree with a lot of it ;-)

Business To Business Direct Marketing by Robert Bly. NTC, 1998. The best book Bob ever wrote, in my opinion.

Breakthrough Advertising By Eugene Schwartz. Boardroom Books, 1984. Extremely rare and hard to find used. Copies on ebaY were selling for $400 and up (I sold my copy in 2003 for $450 :). When I originally wrote this in December 2003 there was one available on Half.com for $988. Boardroom, the publisher, has recently announced that it has re-published this marketing classic at a price of just $95 - a bargain!... details here!

Mail Order! How To Get Your Share of The Hidden Profits That Exist In Your Business by Eugene Schwartz. Boardroom Books, 1982. Not as rare as the title above, but still difficult to find and as valuable.

Reality In Advertising by Rosser Reeves. Knopf, 1961. Also 'rare'... used copies can be found on abebooks.com occasionally for $75 to $175.

Secrets of A Mail Order Guru: Chase Revel by Ron Tepper. John WIley & Sons, 1988. Revel started Entrepreneur Magazine and knows the 'business opportunity' market inside out. A revealing and important book for info-product developers attacking the biz-opp market.

Writer's Utopia Formula Report by Jerry Buchanan. Self published, 1987. Jerry is no longer with us, but his work is insipirational. Dan Kennedy mentioned in his newsletter that he purchased the rights to all of Jerry's works and has plans to republish this report along with issues of Jerry's newsletter, The TOWER. You might be able to find a used copy on ebaY.

A Lifetime of Homework by George Haylings. Self-published, 1987. Haylings could have and probably did inspire Chase Revel as he built Entrepreneur Magazine. Mr Haylings clipped little business success stories from the news, edited them in his own words and "packaged" the 'opportunities' into books and reports. His book has had a strong influence on my own writing and thinking. Finding a copy may prove to be hard but try abe.com, bookfinder.com and ebay.com.

How You Too Can Make At Least $1 MILLION (but probably much more) In The Mail Order Business by Gerardo Joffe. Advance Books, 1978. A very valuable book for anyone interested in mail order and direct marketing. Finding a copy of this book may also prove to be hard but try abe.com, bookfinder.com and ebay.com.


Recommend Internet Services/Websites:

http://www.Aweber.com/ :: Unlimited autoresponders and unlimited follow-ups. A great service for the price.

ListMailPro :: If you don't mind running your own autoresponders on your server, you can use this excellent program from Dean Wiebe which, in terms of features, is almost identical to Aweber without the monthly fees! Dean also does the installation free on your server with your purchase. The advantages is that you don't have to pay the monthly fee, the disadvantage is, if anything goes wrong with your shared server or the script, your service is interrupted unitl you can request technical assitance from Dean. However, purchase includes free upgrades, installation assistance, and 1-on-1 email support. He'll even troubleshoot your server, if necessary. This is what I now use :) (highly recommended)



BONUS LEARNING MATERIALS FOR LESSON 5

"Lost" Masters Of Copywriting (Course)

As many of you know I was a rare book dealer before becoming an Internet marketer. Several years ago I found a "lost" course written by the masters of copwriting from the 1920's with parts of the course written by the greatest copywriter of all time, Claude C. Hopkins! Other contributors were H. Harry Thompson, Joseph Appel, Bruce Barton, J.K. Fraser, Ben Nash, Kenneth Goode and many other notables in the field of copywriting at the time.

This 'rare' course has not been available in digital form until now. I am not done with the process of 'digitizing' the hard copy of the 25 lesson course, but students will receive several Chapters each week for the next 6 weeks until you have in your possession the entire course.

Being able to create copy that persuades people to do what you want them to do YOU HAVE TO LEARN HOW TO WRITE COMPELLING WORDS THAT SELL.

That's a MUST. No "if's", "ands" or "buts".

By the way... this course is NOT available anywhere online... and very, very, few Internet marketers have ever heard of it or even know that it exists. So please let's keep this quiet... and our 'little secret' ok?

Click here to download lessons 1-25 (you got 1-20 last time) of this "lost" copywriting course. This is the FINAL download for this course. You now have received all lessons contained in the original course.

Special BONUS Learning Material!

  • Reason Why Advertising by John E Kennedy. One of the most important books on copywriting ever written. Kennedy coined the term "Salesmanship-in-print" to refer to direct mail sales letters. Kennedy went on to become one of the most well known and highly regarded copywriters of his time, eclipsing Lasker and even copywriting great Claude Hopkins. Lasker said of him, "The history of advertising could never be written without first place being given to John E. Kennedy, for every copywriter throughout the length and breadth of this land is today being guided by the principles he laid down."

Next Week:

A very SPECIAL BONUS ...stay tuned!

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