Welcome!
Thank you again for taking this online training and personal coaching
program!
I want you to know that the information contained in these lessons
is information I have never revealed anywhere else... not on my Private Site, not in any of my ebooks... no where
else except right here. You are not getting my second-best or left-over material here, you are getting the 'real
deal', my tried, tested and proven strategies and methods for succeeding online that no one else knows about... until now.
With that said, are you ready? Ok! Let's get going - your personal coaching
and training begins NOW!
Lesson 1
Introduction
First, I want to ask you to and that you need to relax. Totally, completely
and utterly.... R - E - L - A - X .....
If you are under any kind of financial pressure or personal distress
I need to ask you to forget about everything for the time it takes you to complete these lessons. You are the center
of my attention... my attention is totally on you and the delivery of this lesson so I need to ask you to reciprocate
and pay very close attention by forgetting all your troubles, problems and by trying to avoid as many distractions
as possible while completing this Lesson.
The best way to do that is by finding a quite place where you can concentrate
and you are alone. Then focus on nothing else except the words on this page, reading them one after another and
reading them again, if necessary. Please don't skim... read it word for word. If you skim the meaning becomes skewed.
PERSONAL DEVELOPMENT TIP:
If you get the wrong idea, once planted in your brain, it's difficult to remove even after you've learned the truth.
This concept is actually your very first lesson in success. You may have
learned something in the past that took hold of you and you believed to be true, when in fact, it was not true.
When you finally do learn the truth, you don't accept it.. the current belief has logged itself in your brain and
refuses to give ground. So, the lesson is: be careful what you believe when you first learn it, because an existing
belief is almost impossible to dislodge without great effort. If a new belief conflicts with an existing one, the
existing belief will almost always wins out, unless you free yourself from it by mental trauma... and I mean trauma.
If you meet with a fact presented in these Lessons, and you have an existing
belief that is the opposite of what I am teaching, try to keep your mind open! Not to say that everything I say
is the 'truth'... of course, it's the truth as I see it... but don't dismiss it just because it conflicts with
your own beliefs.
Examine you own beliefs often and what I am teaching and then pick
what you can out of both to benefit you.
Here's one thing you can bank on: The only difference between you and
a millionaire is your beliefs about what is and what is not possible. People who make a lot of money are no different
than you, they only 'see' things differently... that's it. Learn to 'see' the way they do and you will change your
financial situation overnight... I know, because it's happening to me -as you'll learn below and in future Lessons.
What Really Works Online
You can read ebooks and listen to audio interviews and watch pc-videos
all day long and still not be able to get something going online. You're stuck and you don't know why.
Most of the information you need to successfully start an Internet business
is available, so why do most people still fail?
Here's something very, very important... everything you need to make
money online or offline is available to you right now... the problem is, "who do you trust?" and "what
do you believe?".
It's scary to have to 'commit'... you're not sure if that course of action
you decide to take will pay off or not.
You're afraid to waste your time in activities that will not bring you
closer to your financial and personal goals. You are right to be cautious... but don't confuse being cautious with
being prudent.
Sometimes the most prudent thing to do is to take action even when you
do not have all the facts...!
Just getting started is the best course of action. Shoot then Pick a
target! If you miss, you move on to the next shot.
I guarantee you one thing: doing nothing will get you one thing: NOTHING.
Taking action toward what you want will always win... even if you start
wrong, it's better than sitting still. As you move toward something you create 'course corrections', refine your
strategy, learn from your mistakes but YOU KEEP ON MOVING.
"Refusing to act leaves a person
paralyzed, exactly where he was previously. But once he acts he is never the same... the moments I truly live are
the moments when I act with my entire will" - Oswald Chambers
I am assuming here that you are ready and prepared to take action,
not just read this lesson. Right?
Most of the information in ebooks is OK... some of it is pretty bad advice.
But you know by now that you need more than advice... you need a 'model'
to follow and a plan if you're going to be successful online.
You have that 'model' in your hands right now. This is a course you don't
just study, you 'model' it. In addition start paying close attention
to what 'big' names online are doing, not what they say, but what they "do".
Why Most People Don't Get It
(Making-Money Mindset)
In a world with almost infinite possibilities and infinite options people
are more CONFUSED about 'what to do' than ever before.
That's true for people who want to make money online, for people who
are trying to decide what to have for dinner or for people who are deciding on an operation.
Everyone has a large number of choices to make today about almost every
aspect of their life.
It's dizzying.
There are hundreds of Internet marketers selling 'how to' courses and
programs. Each one teaches you 'how' they did it... I've personally spent $15,000 or more on these types of programs
looking for answers.
Take a look at your inbox and see the offers that come in!
The bottom line here is this:
People are confused... they buy these all kinds of information because
they want to end their confusion or unsettled state of mind.
It's a psychological equation... the GREATER the CONFUSION (or
unsettled state of mind) the MORE you, I and they buy.
Let's face it... technology did not make our lives less complicated.
It gave us more choices. It gave us more things to understand and less time to understand them.
So, there is a HUGE GAP between what we KNOW and "ALL there is to
know". It has ALWAYS been like that, but the technology innovations of the last 100 years has made the 'GAP'
even more pronounced creating even more CONFUSION and dissatisfaction in people's lives.
This is absolutely CRITICAL for you to understand
if you are going to succeed in your own business today.
Why You Listen To Everyone Who 'Thinks' They Know Something About
Online Marketing and Still Don't Know What To Do
I do it and you do it too. We read, study and buy information products
that promise to END our CONFUSION.
That's the REAL promise most information products make: Buy this and
your CONFUSION will END.
It's a psychological equivalent of rubbing a balm or salve on an aching
muscle... it brings instant, but temporary relief. When the salve stops working the muscle aches again, seeking more "instant"
relief.
That's why you can read a ton of ebooks about Internet marketing and
still not get anywhere- the books and the 'solutions' you're buying are 'instant' relief to your confusion, but
they don't last and don't provide a complete solution.
Does that mean their books aren't any good or aren't helpful? No, not
at all. Some provide excellent information and will help... but that's not what I talking about here.
I'm talking about the fact that you, me, your customers
and everyone is looking for solutions to problems they have and it's almost guaranteed that one
ebook or one conference or
one seminar will NOT be able to settle
their confusion or give them the direction they're looking for.
That's why they (and we) buy MULTIPLE solutions... and they (and we) keep buying until some BALANCE is created in their MIND... they keep
buying until they begin to see a potential solution to their problem in their mind and they are once again "satisfied".
Once they THINK they have a potential solution to their problem they
STOP buying and are pretty much satisfied. Their confusion is settled... they are at PEACE with the potential problem
because they can see a solution that'll work for them. Even if that solution means giving up and pursuing another
course of action.
Most people rarely have any real PEACE in their lives. Peace is a fleeting
state of mind. It comes occasionally but is quickly replaced by MORE confusion... and the whole process starts
again: Confusion (or a problem) seeks a solution. People incorrectly use "problem" when they are more
simply "confused" abotu what to do.
Being "dissatisfied" is a temporary state of mind ... it always
means we are actively seeking "satisfaction". Being "confused" cannot last long psychologically
either, "confusion" must be replaced by "fusion" or the bringing together of a solution.
"People are CONFUSED and DISSATISFIED about
a lot of things in their lives and will seek a solution until an answer is found that satisfies them"
The other side of confusion is the VOID
or EMPTINESS that people feel in their lives.
I don't want to get into a metaphysical discussion here, but the void
in people's lives creates demand for products of all kinds to "fill the void or emptiness".
I also won't get into the reason this void exists (I won't even pretend
to know why
it exists!)... it exists and you don't really need an explanation of WHY it exists to know that it does exist.
It just "IS"... but... here's WHY the Yoga and Spiritual Movement
of the last 30 years has attracted so many people: They are CONFUSED by the VOID and want to understand it by seeking
a 'spiritual' solution.
The VOID is always looking to be FILLED with something.
What is the "void"?
Most people who have a few minutes of 'free' time cannot spend it doing
NOTHING (also known as the "VOID")... it is extremely difficult for most people to "STOP" the
thoughts running through their minds. Have you ever tried it?
Stop for a moment and see if you can STOP thinking about EVERYTHING...
no thoughts at all... utter 'emptiness'... if you can do it I assure you it won't last long. "Thoughts"
will start forming in your mind again after a few seconds. It's almost impossible to stop them for long periods
of time. This is the VOID... and it wants to be filled with thoughts or distractions constantly...
People all over the world seek distractions: Entertainment, sleep, a
good read, movies, etc... ANYTHING to fill the "void".
Want proof?
OK ... :-)
Tell me what is the HIGHEST paid profession in the world, in almost ANY
country, is?
Along these same lines, "What do people spend more money on than
almost anything (other than shelter expenses)? They spend more on this one activity than they do food or clothing..."
The answer is:
ENTERTAINMENT
Movie stars, rock and roll music personalities, football stars and other
'public' entertainers are paid a great deal of money... more than the President of the United States, more than
99% of the CEO's in this country.
Why?
Because "entertainment" is a pleasant distraction to people's
every day lives and it fills the void.
Let me give you a few examples of how the VOID seeks to be filled:
The "void of not having a 'partner' or a love relationship"
is the reason dating sites on the Internet are extremely popular...people are seeking to fill the void of 'relationship-less'
by filling it with someone 'special' in their lives.
The "void of time" creates demand for products to 'fill the
void of time' such as movie theaters, DVD rentals, parks, hobbies, sports, music, etc... people are constantly
seeking to fill the void of 'time' by engaging in all kinds of distractions which include all of the activities
above plus thousands more...
The "VOID inside every living person demands something
to FILL IT"
Let's review what we've stated already:
First, we stated that people are CONFUSED and seek to satisfy their confusion by finding MULTIPLE solutions until they reach the
point of psychological BALANCE with a potential solution.
Second, we stated that people are EMPTY inside - they have a VOID that seeks to be FILLED usually with constant distractions to FILL
the VOID.
Wow!... after reviewing these you might jump to the conclusion that people
are a mess!
Well, yes they are... really a "mess". They are either always
seeking to FILL a VOID or seeking some form of SATISFACTION and they are rarely at 'peace' with themselves or the
world.
Think about what it means to be a "consumer" for a moment.
To be a "consumer" means to literally "eat something"
... to "consume". An analogy could be made that "consumers" EAT (consume) products and services
to FILL THE VOID (or emptiness) in their lives. They are empty inside and need to buy things to 'fill' them up...
Now, there are varying degrees of intensity when people experience "VOID"
and "CONFUSION (or dissatisfaction)". Also, not all void or confusion seeks a commercial product as the
solution either... just keep that in mind.
I should tell you now that even though this is training on how to make
your living on the Internet, the principles of this course apply to ANY direct marketing or business venture, online
or offline. I mean "VOID" and "CONFUSION" do not just exist on the Internet! - they are universal
and apply to all humans on this planet whether they have access to the Internet or not.
OK?
What follows is the mindset you must take to be successful as a marketer
and product developer.
And it doesn't matter what kind of product you are developing, it doesn't
matter if it's an 'information' product or a software product or a service or a physical product like a toy, or
furniture or food!
This mindset is critical and brings into focus everything we have stated
above as well as all future lessons in this course.
Just like the food we eat, people get sick of 'junk food'. They want
nutrition! The analogy fits: You can't sell 'junk' and get away with it very long.
What's Your Job As A Marketer?
As a business person you have an UNLIMITED opportunity in your own business.
You have the POWER to fill the desires of individuals with products and services that makes other peoples life
better in some way.
Your job as a marketer is to help people FILL
the VOID or SATISFY
their CONFUSION. In doing so you are making their life better,
richer, happier and of course, you are helping them 'fill the void' in their life.
And what do people pay the most money for? Yes, "solutions",
but also entertainment!
And in a real sense, no matter what product you're selling you need to
incorporate an element of 'entertainment' into the sales and marketing message or the product itself in order to
satisfy your buyers need to constantly fill that void.
And, by the way, since you are now about to learn how to use this POWER
for yourself you had better understand that the power can be used to create goodwill and good fortune for you and
your customers or bad will and bad fortune for you should you deceive yourself or your customers in anyway. There
are certain laws in the universe that must be obeyed, and like the law of gravity, you can't cheat or lie your
way to success because you will fall flat on your face.
The types of products and services you provide DOES NOT MATTER. I have
seen every kind of product or service sold off-line or online without regard to its type, size color or expression.
Let me tell you about one business that is a gold mine for the person
who developed it.
You could start this business today. The business sells a single piece
of paper- yes one sheet of paper with a few words on it for $20. You could easily sell tens, hundreds and even
thousands of them in the days and months ahead. This 'piece of paper' provides absolutely no tangible benefit to
you or anyone else, does not entitle you to anything 'real' and is completely unusable except as decoration for
your wall.
What's the 'piece of paper' I'm talking about? It's a 'deed' to land
on MARS!
Someone actually started a business doing just this! The person who started
this business has made a fortune selling a single piece of paper- a DEED to land on the planet MARS. Of course
no one will ever be able to 'file' their deed for land on the planet Mars, it will never be 'recorded' or be a
legal instrument... it's pure imagination.
My point is that no matter what product or service you decide to create
or sell, the only thing that matters is that the 'idea' of the product is SIMPLE, the solution you offer is SIMPLE
or EASY, and the product itself is SIMPLE and EASY to USE and it's entertaining in some way.
What's their marketing message? "Buy
a piece of Mars! Send me $20 and get your DEED in the mail".
That's the ONLY message they created and it sold by the thousands! It's
purely for FUN!
The marketing message was direct and did not confuse the potential customer
at all: "Buy a piece of Mars"
If they can sell a 'deed' to a property that their
customers will NEVER see or really and legally own, how much more should YOU be able to sell a REAL solution to
someone's problem?
Why is this imaginary 'deed' selling? ... aside from the 'novelty' of
the idea, it sold because it was also simple to understand and fun- it filled a void. When people look at the certificate on the wall, they are constantly 'amused'... and they
can 'brag' to thier friends they have a piece of Mars.
People could relate to "Owning" a piece of property because
most people already own some kind of property or know someone who owns property... "property ownership"
is an easy concept to understand. The "twist" is that the property is on MARS...
It does not take a 'brand new' idea to start making money.
It takes a 'simple' idea and some writing ability. That's it. It isn't
complicated.
As of the time of this writing I average $7,000 -$10,000 per month online
from one online business. What do I do? I send out an average of 5 - 6 emails per week to my list of subscribers
telling them about my money making projects and plans and some 'resources' I've found along the way that will help
them make money too.
That's it.
It's simple.. I simply share my personal experiences with them and tell
them what I'm up to.
We'll get into more of my particular 'system' shortly...
For now, let's THINK for a moment about selling.
In order to sell something to someone else you need to COMMUNICATE with
them, right?
You need to communicate the
reason you are selling whatever you're selling.
Ask yourself:
- Have you ever bought a product or service that said it would help you
COMPLICATE your life even more
than it already is?
- Have you ever purchased a solution (say an ebook, etc.) that promised
you would feel more
CONFUSED after reading it?
- Have you ever purchased a piece of software that stated in their marketing
that their software would make your computer become more COMPLICATED and HARDER TO USE than ever before?
Of course not!
This is a BIG 'missing piece' to the Internet marketing puzzle! This
missing piece is about SIMPLIFYING and CLARIFYING YOUR MARKETING MESSAGE at the POINT OF CONTACT with your customer.
- What happens if you write your sales letter or marketing piece or classified
ad and it CONFUSES your reader?
Will your reader take action? NO!
- What would happen if, after reading the headline or the first sentence
of your sales letter they're scratching their head trying to figure out what you're offering?
Will they bother to read the rest of your letter? NO!
- What if you spend hundreds of dollars trying to get people to your website
and when the traffic starts rolling in but NOBODY buys anything because your site is CONFUSING?
Will they bother clicking through your site to see what else you have?
NO! They will leave scratching their head!
Here's what you're doing if you CONFUSE your reader with your marketing
materials: You are sending them a signal that your product or service is "CONFUSING" - and - "CONFUSION"
is EXACTLY what they are trying to get away from!!!
Read that again: "CONFUSION" is EXACTLY what your customers
are trying to get away from!
I am not saying that the way you create your product or service has to
be SIMPLE...
If you're creating software you are dealing with very complicated programming
issues and your program INTERNALLY may be extremely COMPLICATED... but the END RESULT, the PRODUCT you create had
better be EASY TO USE and SIMPLE to operate- in other words the technology better be 'transparent'.
I don't know a thing about how modern automobiles are made, all I want
is a car that starts when I turn the key and is EASY to operate.
I don't understand anything about how a computer is built, but I bought
3 DELL computers because DELL "said" they were RELIABLE (a simple concept) and EASY TO USE and have (had)
great support.
If you confuse your potential customer at the POINT
of initial CONTACT, you are giving them the opposite of what they want. Instead of SATISFYING their CONFUSION you
are ADDING to their CONFUSION and you will lower response.
Want to know why you don't make any sales? That's it - you're probably
confusing your visitors.
The "POINT of CONTACT" for your business is every sales letter
you've written, every banner ad or classified ad, article, or possibly, every page on your entire web site.
This initial POINT of CONTACT is so critical to your business that we
will be talking about it in detail some more in each Lesson, but for now just keep this in mind:
A "POINT of CONTACT" is ANY place where potential prospects
will have an opportunity to see your marketing message.
A MAJOR piece to the Internet marketing puzzle is...
"Don't confuse your potential customer any more! SIMPLIFY
and CLARIFY YOUR MARKETING MESSAGE at the POINT OF CONTACT with your potential customer"
Let me state clearly that NOT ONE person or business in their right mind
EVER knowingly buys a product or service that is "harder to use" or "more complicated" than
what they are currently using.
If you want to stand out from your competition SIMPLIFY your marketing
message, simplify it some more and when you think you couldn't simplify it anymore, simplify it again!
Simplifying your marketing message sends the reader (your potential customer)
the message that you can help them with their most pressing problem: CONFUSION ... confusion about whatever they
are seeking a solution to.
This is also the rule for CREATING products and services... create products
and services that ELIMINATE or, at least, help to eliminate confusion or dissatisfaction for your prospects and
customers.
If you can take a complicated subject and 'simplify' it so that anyone
can understand it, you can write compelling sales copy too.
In fact the most powerful and most compelling sales copy has, at the
most, TWO MAJOR BENEFIT IDEAS running through the letter. Most great letters only have ONE major 'idea' and one
or two supporting ideas in the letter and that's all you need in a sales letter to generate sales. The rest of
the body of a sales letter simply support these major ideas.
Any sales letters you write will fail if they are too complicated
or present too many Major Ideas for your reader.
Even if your reader is an engineer, you better be able to make the letter
simple to read and easily understood while hitting hard on one or two Major Ideas at one time. I'm not talking
about benefits- you should always list as many as possible in the space you have- I'm talking about themes running
through your letter.
People all over the world are barraged with information, ads and marketing
messages of all kinds. The one's your prospect doesn't have to
work too hard to understand and implies a benefit is the one that gets read. It's as simple as that.
Copywriters are paid thousands of dollars to deliver this one thing:
An ad or sales letter that gets results. Those results are based on getting as many people as possible to READ
the ad or letter and take action.
How simple should your headline be?
How about this:
"At 60 miles an hour the loudest noise in this
new Rolls-Royce comes from the electric clock"
Easy to understand and it includes a BENEFIT... this is one of the greatest
headlines of all time (written by David Ogilvy)
"This singular book wields a strange power over
its readers giving them a magnetic personality"
Again, easy to understand and includes a benefit: "giving them a
magnetic personality"... a great headline that's as simple as can be (written by John Caples).
As the story goes, John Caples, an inexperienced copywriter at the time,
created the headline above in a shorter version that read: "This
singular book wields a strange power over its readers".
But the more experienced copywriter he was working for at the time added the phrase, "giving them a magnetic personality"
which had the effect of adding a benefit to the sentence.
It was a simple and powerful headline that was extremely successful in
selling a book on personal development.
Here's the point of this discussion: Simple
and easy to understand is better than complicated when communicating with your prospects. And when writing headlines always add
a direct or implied benefit into the headline of your marketing messages.
We will talk more about crafting marketing messages in a future lesson.
The Secret
We have covered a lot of ground in this lesson. Mostly theoretical in
nature, the above is critical for you to understand what's to follow.
If you have any questions about what I've presented above I would strongly
suggest going back and re-reading it. Everything that follows in this Lesson and all future Lessons is based on
the previous sections.
OK?
This is where we get into the very heart of my "system" called
the Leadership MarketingTM mindset.
Let's review the three previous "missing pieces" to Internet
marketing puzzle as I've presented it:
PART 1, says:
"People are CONFUSED and DISSATISFIED about a
lot of things in their lives and will seek a solution until an answer is found to satisfy them"
PART 2, says:
"The "VOID inside every living person demands something to FILL IT"
PART 3, says:
"Don't confuse your customer! SIMPLIFY and CLARIFY YOUR MARKETING MESSAGE at the POINT OF CONTACT."
OK... if you wnat to be a major marketer you need to know who
your customer is.
First, let's think
about people who are confused.
What are they "thinking" about most of the time?
That's right, they are thinking about "themselves" and what
they are confused about...
You must always remember that people think FIRST about themselves and
how they can solve their own problems. They think about others too... but after they are done they go back and
think about themselves, their plans, their hopes and dreams, etc...
It's important for you to know: They do not know or care about you.
It hurts I know... but it's the truth.
---
PART ONE
to my "Leadership Marketing TM system states:
"People are ONLY concerned with themselves and
how they can END their confusion or pain or dissatisfaction as quickly as possible"
---
Next, let's look
at people who are seeking to fill that VOID that we know everyone has in their life... the EMPTINESS they seek
to FILL at every free moment...
Everyone has time in which to pursue hobbies or activities that interest
them. The stronger the pursuit the less likely they are to pay attention to anything except THAT PARTICULAR ACTIVITY
or SOMETHING RELATED TO THAT ACTIVITY.
For example there are people who love to "boat". "Boating"
is their passion - it's a distraction from the VOID or EMPTINESS that they pursue with pleasure.
When they are not 'boating' they are thinking about 'boating'... they
are READING about boating or are involved in boating clubs and discussions with other 'boaters' about 'boating'.
There are varying degrees of intensity in interest with activities such
as this. Not everyone will be an 'avid' boater, some are casual boaters...but they are all share a common interest.
The important thing to remember is that the ACTIVITY, whether it be 'boating'
or 'chess' or 'gardening' or 'collecting' or a hundred other pleasant distractions takes their mind off of the
EMPTINESS even if it's only for a brief period of time. This is extremely PLEASURABLE for most people... they PURSUE
these activities because they get a pleasant distraction (THE real "benefit" of these activities) from
life's more pressing problems.
Even business owners will only act when it's in their best interests
(a pleasurable thing to do)... most business owners I know take a great deal of pleasure in running their business...
For a business owner, their 'business' is their passion... they READ
about business, they discuss their business every chance they get... they join business 'clubs' so they can be
around people who share the same interests - business!
Everyone seeks to fill the VOID with pleasurable ACTIVITIES... whether
it's business, work, or hobby related. We all have to fill our days with something to do and we would rather do
it in a pleasant way if the option was available to us. Another way to say 'pleasure' is "benefit".
---
PART TWO
to my "Leadership Marketing TM system states:
"People are only concerned with generating the
most pleasure for themselves at all times"
---
Lastly, if the
majority of people are CONFUSED and have this EMPTINESS inside of them and seek to fill it every chance they get,
it REALLY does make sense to SIMPLIFY your marketing message every chance you get doesn't it?
Most people are deeply absorbed in their own thoughts, problems and pain...
YOU have a product or service that could help them relieve their problems
or pain or make their life more enjoyable or pleasurable in some way...
HOWEVER, their 'pre-occupation' with their own problems and pain is a
barrier to being able to present your marketing message.
BUT...
... when YOU DO get a chance to present your message DON'T BLOW IT!!
Don't make them confused!
Hey you have only a few seconds - at the most - to present YOUR MESSAGE so it better be: SIMPLE to UNDERSTAND and IMPLY or describe a DIRECT BENEFIT
because no one ever does anything except if they think that it will benefit them in some way...
Did you fully grasp this?
People are not browsing through web sites or a magazine looking for YOUR
MARKETING MESSAGE! They are only interested in their own problems
and are totally pre-occupied with THEMSELVES. If, by chance,
they should let their guard down for a moment to look in the direction of your marketing message you better make
your message darn CLEAR and EASY TO READ... even if it doesn't communicate an immediate benefit or even imply one,
some people will click through to see your site just out of curiosity.
When writing my marketing messages, and I had a choice between a SIMPLE
message with NO implied benefit and a complicated message WITH an implied benefit, I would always chose the SIMPLE
message as the one to use because with a complicated message it doesn't matter if there's an implied benefit or
not, no one will read it.
---
PART THREE to
my "Leadership MarketingTM
system states:
"To break your potential customers PREOCCUPATION
with themselves YOU need to communicate a STRONG but SIMPLE to understand message, preferably with an implied or
direct benefit in the headline, to get them to stop what they are doing in order to pay attention to YOUR marketing
message."
---
So what is the Leadership MarketingTM mindset?
Leadership MarketingTM seeks to build relationships with
people who share a specific interest and then sell them products and services that would benefit them on a regular
basis.
Leadership MarketingTM
understands that people are CONFUSED, EMPTY and PREOCCUPIED.
Leadership MarketingTM EMPATHIZES with people and seeks to build relationships with them based on a
common interest. Because it understands that people are preoccupied, confused and empty we communicate with them
in simple, easy to understand and empathetic messages. Once a relationship is established it leads potential customers, step by step,
to make a purchase by fully revealing the benefits of the product over and over again until that message is delivered
to every potential prospect who could benefit from it.
That's all there really is to it... but it makes money! And that should
be enough to get you excited.
----
We are now going to switch from the theoretical to the practical application
of these ideas and start some money making projects. The remaining lessons will be more evenly balanced between
the 'mindset' and marketing projects and applications. This first lesson is the foundation for the rest of the
training so it spent more time on the correct 'mindset'.
----
Suddenly Rich (Part 1)
I know that many of you taking this training may be under some pressure to start making money
right away.
Maybe you have obligations to settle or have lost your job, etc...
So I'll tell you right now you can make money in a few days... and I'm
going to tell you what you need to do by illustrating how I did it.
In my ezine, "Little
Known Ways To Make Money Online" I often tell the story
of how I turned my business around from $500 a month in sales to over $9,000 in a single month...of course, I don't
tell the whole story because I don't think anyone would believe how simple or easy it was.
What was I thinking at the time? I mean what was different about me or
my thinking?
One month I made $500, the next month I made over $9,000.
What made such a BIG difference?
This may sound strange or weird.. but I swear, on my word, every word
of it is TRUE.
Here's what happened:
I was cleaning out my closet one day and came across a book called, "The SECRET of Perfect Living"
by James T. Mangan, published in 1963. You can probably find a copy online at abebooks.com
for less than $10.
I started reading it and couldn't put it down...
It was difficult to read... the language didn't flow and the book didn't
seem to have an 'introduction' it just started relating stories of people who's lives were changed by learning
about 'word switches'. It was very strange, but somehow intriguing.
I found out through that book that if you want more money in your life
all you have to do is use the switch word "find"!
I won't go into the details of how "switch words" work and
why they work because it's outside the scope of this training, but I have to admit some really strange things started
happening when I constantly repeated to myself all day long the word "find".
That's all I did, I said "find" out loud, I said it silently
in my mind and just expected it to work! The author stated somewhere in the book it's just like using an electric
light... to turn the light 'on' all you have to do is flip the "switch"... and there are switch "words"
for almost every kind of thing you could possibly want to bring into your life: peace, happiness, health, money,
etc. All you need is to find the right 'switch word' and repeat it constantly until it comes into your life. He
also said you don't even need to believe it will work... I mean you don't have to "believe" in electricity
in order for it to work, do you? He said "JUST DO IT"... and it will work just like flipping a switch
WILL turn on the lights!
Anyway... really strange things did began to happen.
The first thing that happened was that I started to "THINK"
... for myself. I stopped listening to all the books and gurus and just gave myself TIME everyday to THINK about
how I would make more money to live. I would simply repeat the word "find" and that seemed to focus my
mind on the task I'd given it: to 'find' more money.
Since then, every day, I say "find" and my mind starts THINKING
and I've had incredible ideas just pop into my mind from nowhere!
Maybe you could try it as a kind of experiment... I'm not sure if this
is really something supernatural or what it is but it's worked for me... it's made me more creative and I can tell
it's much easier to really think creatively since I started using it.
Anyway, one of the first ideas I came up with was that I should SIMPLIFY
my marketing message and like a LASER BEAM target just ONE MAJOR IDEA in each of my newsletters...
It worked and my sales started to take off!
And I should mention... this idea came to me within just a day or two
of saying and repeating my money making SWITCH WORD, "find"!
Here's the string of ideas that followed after I discovered this "SWITCH
WORD" for making money:
There are a lot of ezines that include three or four different 'articles'
in a single issue or include all kinds of 'header' info like the date, the serial number the ISSUE #, the TITLE,
etc... but NONE of that is necessary and I have tested it and this type of newsletter KILLS sales instead of creating
sales.
You've seen the type of newsletter I mean - they look something like
this:
</>/</></>/</></>/</></>/</></>/</></>/</></>/</></>/</>
LITTLE KNOWN WAYS TO MAKE MONEY - ISSUE #187
DATE: November 22, 2003
ISSN SERIAL no: 119-10019-19191
EZINE OWNER: James T Knowhat
TODAY:
1. Flexible Spending Plans for PPC- A good Idea?
2. What I Did On Amazon Today...
3. New Marketing Method Teaches You....etc
First a word from our sponsor:
----------------------------------------------------------
100,000 hits to your website Only $10!
Visit http://www.massivetrafficfromwhoknowswhere.com
----------------------------------------------------------
</>/</></>/</></>/</></>/</></>/</></>/</></>/</></>/</>
Got the picture? ALL of this comes before you have even said "Hi!"...
Your ezine subscribers can easily scan the first few lines of you newsletter,
decide it's not of interest to them and hit the 'delete' button before you've had the chance to tell (or sell them)
them anything!
When I start my newsletter, I make it as simple as possible:
-----------------------------------------------
Hi David,
I found something that might interest you...
----------------------------------------------
That's it! NO header INFO... NO "Issue #", NO Fancy Lettering
or 'separators' like this: "</>/</>" ... NOTHING except the name of the newsletter, date
and "Hi,"... and then I get right into writing my message...
This INCREASED my sales... in a BIG way. Simple. Direct. It works.
OK?
Here's what else I did the month my sales really started to take off
(another idea generated by my money making switch word "find"):
I had a small list of subscribers and started trying think of things
to sell to them. I had some ebooks I'd written, some articles and other 'content' just sitting on my computer,
doing nothing.
I knew 'resale rights' were a hot selling item on the Internet, so I
gathered all the content I had and sent a simple message to my subscribers:
"Get private label and editorial rights so you
can add your own affiliate links, etc. You can sell it over and over again and keep all the profits."
In addition to being a used and rare book dealer I also was a real estate
broker at one time in my life. I knew that real estate contained what's called a 'bundle of rights'... that could
be sold or leased, etc. to anyone while still retaining ownership of the property. One type of right is "right
of way" in real estate. If you owned property that borders a waterway you could sell or lease the "right
of way" to give individuals the right to enter your property to get access to the water's shore. You still
owned the property but by granting these 'rights' you are able to generate some income while still retaining ownership.
I used that idea, "a bundle of rights", to think of ways I
could sell the 'rights' to some of my creative works without giving up ownership. The result was I developed, and
am now known as one of the only marketers on the Internet who allow others to purchase "Editorial Rights"
and "Private Label Rights" to content.
That ONE IDEA allowed me to sell $4,879 worth of 'resale rights' in about
36 hours. Just ONE IDEA is all you need to start generating cash- today.
The important point of this is that you can do EXACTLY the same thing:
To get started RIGHT NOW, start looking for any 'unused assets' you
possess - articles you've written... an ebook you started but didn't finish... pull all the content you can out
of your hard drive (that you own, of course) and if you have a small list send it to them and ask if they'd like
the resale rights to it.
Set your price and make the offer. The MORE content (or more specialized
and hard to find content) you have available, the higher the price.
If you do not have you own conent, a site that has recently (May 2004)
popped up call "Nicheology" will allows you to take their content to create your own information products.
They call it "Private Label Resell Rights " ... hmmm
sound familiar? They
are at http://www.nicheology.com/
Now if you don't have a list, you won't be able to make an offer like
this until you get one so here's what you do that is a cheap and effective way to build a list fast:
You open an eBay account (if you don't already have one) and right a
SIMPLE message in a listing that says:
-----------------------------------
"I have some original content that I created. You can have it and
resell it, and even put your own affiliate links in the text because I'm giving you the source code. Here's what
some of the content is about:
1. List one article
2. List another... etc.
Here's what you can do with my content:
You can place it in an ebook and resell it and keep all the profits...
you can put it on your web site and get better search engine traffic... etc. etc.... (think of something!)
You are bidding on the "RIGHTS" to use and modify my content.
I still retain full and leagl copyrights. When compiling the content into a new work you must include this acknowledgment:
"All or part of the content for this book has been licensed from YOURSITE.COM"
--------------------------------------
Start your bid at $1.00 and place it in a category like "Websites
for Sale" (a hot category) IF it's related to Internet Marketing, or website technology, etc... OR if it's
HOBBY related find the appropriate category and list it there too... list your item for a period of 7 days... after
the first day has past, you start another auction IDENTICAL to this one so that it ends the day AFTER your first
one... you keep doing this until you have 7 auctions going. DO NOT pay more than .35 cents for each auction (don't
use "bold" or 'highlighting' or anything that would raise your cost)... and start them all at $1.00 opening
bid with no reserve.
Even if you only have a handful of articles... put them all together
and offer the 'resale' and, if you want "editorial" rights to them for $10. The important thing is you start making some sales.
The amount isn't as important as the act of offering
them for sale
There is NO guarantee you will even make one sale. The idea here is to see if there is ANY interest in the SUBJECT matter of your
content. You should also copy and paste the NAME and EMAIL address of anyone who asks you a question about your
auctions into a text file with a comma between them so you can start building your list.
For example if you get a bid from someone whose name is "Fred"
and his email address is "fred@eeemmm.com" you would create a simple text file in NotePad or whatever
text editor you use and it would look like this:
-------------------------
"Fred","fred@eeemmm.com"
-------------------------
Do that for each person who wins your auction... so eventually you will have a real 'list' starting to be built:
-------------------------
"Fred","fred@eeemmm.com"
"Sam","Sam@eeehhh.com"
-------------------------
Each email goes on it's own line enclosed in quotations with commas between
them. This is the most common method of formatting a list. You can also format it without the quotations around
it like this:
-------------------------
Fred,fred@eeemmm.com
Sam,Sam@eeehhh.com
-------------------------
After running this class several times before, I know now why the majority of my students have made little or no
money on the Internet: You have NO list! You have not even started to build a list, and you still can't understand
why you're not making any money!
BLUNT TRUTH TIME: The LIST is EVERYTHING... it's not
just a "part" of you success, it IS your success. Without a list it will be very difficult to make any
money online. And in Lesson 4 and 5 you will learn how to generate a non-stop income using your list... we are
just beginning to scratch the surface!
There are some people who do make money online without a list, I am not
saying that it's impossible to make money online without a list. What I am saying is that having your own list is the most RELIABLE, SECURE and POTENTIALLY PROFITABLE way to make
money online.
And, by the way, all those who say that "email marketing is dead"
because of spam, etc... don't listen to them. There is no doubt that email marketing will change, but it will ALWAYS
be here in one form or another and the sooner you know how to generate leads and market your products and services
by email the sooner you'll have a profitable online business. Lessons 4 and 5 will give you EVERY DETAIL you need
to run and profitable email campaign - even if you only have a few hundred people on your list.
Gathering emails from inquiries and buyers like the example above from
eBay listings may seem tedious to you... there are a number of ways to automate this activity but you should also
know what a list SHOULD look like, in case you ever see one, or for some reason need to handle these mundane, but
important activities for yourself manually.
Why You Need To Make Money Everyday, and How To Make It
Offers made to your list build momentum over time... offer something
to your list today and sales will start flowing. Even an offer you made weeks ago and you've forgotten about will
continue to make money for you.
I have often sent an email and get a notification that I sold another
copy today even though the original email was sent weeks ago.
Some people will keep your emails... and decide to buy your product months
from now. That's why it's important to maintain your "ordering" links. Don't delete or rename order links
in haste... you'll end up losing sales.
The way to make money everyday is by emailing to your list everyday as
you'll see in Lessons 4 and 5.
This will be hard to believe if you've never done this, but emailing
your list several times each week is the way to make money - in fact it's a BIG key to making your living online.
There's a lot you need to know to be able to pull this off correctly, but it's not just possible - it's highly
profitable and reliable.
In Lessons 4 and 5 I'll show you how to send out your messages and what
to write about, but for now, start collecting names and email addresses - with
your customers permission, of course!
I have ALWAYS made more money selling digital products to my list and
have not done well selling digital products, even resale rights, on ebaY, but ebaY is a place to start if you don't
have a list.
What Do You Want To Talk About?
What if you don't have any content?? What if you can't 'write'?
Everyone can write... I will not accept the argument that you cannot
write. You have sent me emails so I know you have a computer and a keyboard and you can generally put two words
together... and if you can put two words together you can WRITE.
If you don't KNOW WHAT to write about then here's a suggestion:
DON'T WRITE about what you know... TYPE what you like to TALK ABOUT.
DON'T WRITE... SIMPLY TYPE the conversation that's going on in your HEAD!
DON'T WRITE... START with something you love to TALK about and JUST TYPE
it on your computer keyboard as you're THINKING about it!
OK? When you can't think of anything you want to "WRITE"
about in your ezine or online, just type into your computer what you are thinking about in your "conversations"
to yourself (but keep it clean ;-)
It will be difficult for you to make big money online without your own
content... it's not impossible, but difficult.
There's an entire lesson just on creating content in Lesson 3. In that Lesson I'll show you a number of ways to create content without writing
a single word yourself... so don't worry about writing anything right now.
Tools You Need To Start Being Successful
All you need are a script to capture email on your web page (or a service
such as Aweber.com), an HTML editor to build your web page and an inexpensive web host for your web page.
In the resources section below, I list several tools I've used for each
task and can recommend.
These three tools are all you need to get started... a (1) host, (2)
web page and (3) script to sign-up subscribers!
Now You Have A Direction and A Goal!
With what I've told you so far it becomes fairly obvious that you need
a list to start making money.
No list = no money.
In order to start building a list you need the tools I mentioned above.
In order to get people to sign up for your list you need POWERFUL, SIMPLE
and a compelling theme or focus for your ezine.
What To Do Now!
Here's what you need to know:
Below is one "POINT of CONTACT marketing message" for my site
at InfoProductLab.com. Use it an example of what you will create for your online marketing message.
----------------------------------------------------------------------------------
(headline)
Turn Your Content Into Cash!
(body copy)
Dave Vallieres shares his best little known and secret money
making ideas, projects, plans and hot new information products and services. Learn the latest ways to make money
on the Internet that really work. No filler, just the facts about new ways to make fast money -delivered daily.
SERIOUS ONLY.
-----------------------------------------------------------------------------------
You should choose a FOCUS for your ezine or newsletter or whatever you
want to call it.
This Point
of Contact MESSAGE is the basis for your ENTIRE ONLINE BUSINESS,
so please take time to do it right!
Here's one way to create a focus. Ask yourself these questions:
- What can I do to HELP someone else?
- What do I KNOW that could be useful to someone else?
- What do I KNOW that people would pay me to teach them?
- What can I do I do BETTER than anyone I know?
- What can I TEACH someone else to do?"
Forget about yourself for a moment and totally focus on what
you can do to help someone else reach their goals. The answer to that question should be the focus of your ezine,
newsletter or whatever you want to call it.
A lot of people have a hard time trying to come up with a subject for
their ezine. Here's are a few tips on how to discover what it should be about:
- The subject of your ezine has to be something you can
be excited about in the long term.
- It has to be something you know something about and
have a fairly intense interest in.
- One way to find out what you could start an ezine about
is to ask people close to you what they think you're good at.
- Most of the time we take for granted the stuff we are
really good at... and that makes it really hard for us to see what we're good at... because we take it for granted...
:-) So ask someone else's opinion.
- Anyway... you could also 'catch' yourself doing something
you really enjoy doing a lot and start your ezine on that subject.
- Asking other people could be a way to find it or simply
be "aware" of what you do all day.. or...
- Do you have a special skill you learned recently that
you think you could teach others about?
- You don't have to be an expert at what you're going
to be writing about... all you need is some excitement about the subject matter. Your prospects are people who
simply know less about the subject than you do :-)
- One last way to determine a subject is to ask yourself
what you would enjoy 'helping' others with... THAT could be the subject of your ezine.
- When you were a child what did you dream of doing or
having? Bring back those childhood dreams and passions. These are areas that could ignite a new project and new
passion at this stage of your life... follow them.
What you should do is to create a headline and body copy describing your
own ezine or newsletter. If you already have an ezine or newsletter it should be easy for you to do, but make sure
it follows the Leadership Marketing mindset outlined above. If you don't have an ezine yet, you need to brainstorm
over the next few days and come up with a theme, idea or focus for one.
Your ability to make money online depends on having a list! There are other ways to make money, and we'll discuss some of them, but very,
very, very few successful people online make a living WITHOUT a list. KEEP THAT IN MIND.
This project, when completed, will have MULTIPLE uses. It will help launch
or draw more people to your ezine online - it will also be used in your web pages, and could be the basis for some
offline marketing and advertising.
The MONEY online is in the list
and I'm going to share with you over the next few lessons how to BUILD and write marketing messages to your list
that will make them buy whatever you are selling.
Keep in mind the Lesson we learned today about Leadership Marketing while
working on this project:
"In order to get your potential customers to 'break'
their concentration on themselves YOU need to communicate a STRONG but SIMPLE to understand message, preferably
with an implied or direct benefit, to get them to stop what they are doing in order to pay attention to YOUR marketing
message."
You have to get a list started to make money on the net... but that's
ONLY the beginning :-) We still have a lot of ground to cover...
Next Lesson:
In the next Lesson we are going to continue creating a superior marketing
mindset that NEVER takes NO for an answer and we'll get into LIST BUILDING, MARKETING METHODS and TACTICS in a BIG way.

RECOMMENDED RESOURCES FOR THIS LESSON
Out-of-print and used books listed below are sometimes found
on bookfinder.com. You can also try abebooks.com
and alibris.com. In-print books can be found at your local bookstore or through Amazon.com.
Recommended Reading:
Imagination In Business,
by Lorin F Deland. Harper, 1909. (Highly recommended. Out-of-print.)
The Magic Power of Emotional Appeal,
by Roy Garn. Prentice Hall, 1960. Out-of-print.
A Technique For Producing Ideas,
by James Webb Young. McGraw-Hill, 2003. Orginally published in
1965. An short, concise treatise on a method of creating "ideas" in advertising and marketing. A valuable
resource, if you haven't already read it.
Up The Loyalty Ladder,
by Murray Raphel and Neil Raphel. Harper Business, 1995. An important
look into what "lifetime value" of a customer means to any business.
Recommended Internet Services/Websites:
http://www.myriadnetwork.com/ :: Hosting for Multiple sites. You can't go wrong with these guys, they are in
the same data center (same connectivity) as Google. Quality hosting, inexpensive.
http://www.cgi-resources.com/ :: Scripts for ALL your web site needs including 'sign-up' forms for building
your email list.
http://www.bookfinder.com/ :: Find used books from several used book sites.
http://www.snapfiles.com/ :: Tons of freeware and payware. Good programs, easy to use site.
BONUS LEARNING MATERIALS FOR LESSON 1
"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 copywriting 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 the first 5 lessons of this "lost" copywriting
course:
SPECIAL BONUS LEARNING MATERIALS!
How do you know what you believe? How much of what you believe has been
'planted' there by someone else's suggestion?
There is a lot we don't understand about human nature, but one thing
is for sure: You need to be self-reliant to be successful... you should not be a 'follower' of any Internet marketing
guru (yes, even me) but you should be able to stand on your own two feet and accomplish what YOU WANT using your
ability to THINK and SUCCEED on your own terms.
I stated earlier that your beliefs and how you "see" the world
are all important to your success. How much of what you believe is really of your
choosing? Are you sure?
This transcript of a radio interview is a bit ODD...STRANGE and fascinating
at the same time. I do not agree with some of it, other parts of it I strongly agree with, however, it will give
you a different "outlook" on how we come to believe what we do believe and why we believe certain things. The gentleman in this report is a highly successful
'information' publisher and was mentioned as a success story in Dan Kennedy's info-product, "The Ultimate
Information Entrepreneur".
I do not believe in 'conspiracies' in general, but the techniques in
this report are obviously something we need to be careful about and be 'aware' of.
Socrates said that an "unexamined life is not worth living"
and that is true... examine your life, don't take anything for granted and question your beliefs... some of what
you believe may not even be yours! It may have been 'suggested' to you at some point in your life and you accepted
it.
Don't believe me? Read this...(WARNING: it's a little WEIRD and scary
and if you're easily offended, don't read it :)
After you read this report, ask yourself:
- Why do I believe what I believe (especially about making money)?
- What beliefs do I have now that are holding me back? I.e. planted suggestions
that you accepted and made part of your belief system that are stopping you from succeeding?
- What do I need to believe (do you need to change your beliefs?) in order
to get what I want in life?
Next Week:
I have some INCREDIBLE surprise BONUS Learning Materials for you!...
PLUS Lessons 6-10 of the Masters of Copywriting course!
------------------------
©
2003-2006. All rights reserved.
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