Belcher Secret Selling System

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Table of Contents
Day 1
Session: “What’s Next” with Ryan Deiss
Session: “Post Panda SEO” with Eric Lancheres
Session: “List Banking” with Ryan Deiss and Chris Oyolokor
Session: “Traffic Hacks” with Perry Belcher
Day 2
Session: “Conversion Hacks” with Ryan Deiss and Perry Belcher
Session: “Secret Selling System” with Perry Belcher
Session: “Let’s Get Physical” with Erza Firestone
Session: “Mobile Voodoo” with Ryan Deiss and Kamal Ravikant
Session: “Mass Local Traffic” with panel
Day 3
Session: “Affiliate Armies” with Vincent Fisher and Mark Jenny
Session: “100 Year Company” with Perry Belcher
Session: “Publishing Revolution” with Ryan Deiss and Tucker Max
Session: “Keynote” with Guy Kawasaki

Session: "What's Next" with Ryan Deiss
We see three big shifts coming to marketing in 2013
Big Shift #1 - Channelization of Everything
 If you want to sell eBooks - there's Kindle.
 If you want to sell products - there's Amazon web stores.
 If you want to get funding - there are Kickstarter.com and Angellist.com.
Someone has established a channel for everything.
No more cold starts. What used to be difficult is now a lot easier.
In 2012, Ryan Deiss predicted that by the end of 2013, more than 50% of your sales
would come through major retail channels like Amazon and iTunes.
He was wrong for two reasons.
1. Augmentation - Media rarely replaces media with media - it simply augments it.
2. Discovery – A person who is passionate about something will go to niche sites to

learn more about it.
Ecommerce is getting niched.
Amazon is still king - but people are also going to niche sites such as NewEgg.com,
Etsy.com, JackThreads.com and BarkBox.com.
People are going to niche sites more and more often to make a purchase.
Did you know that 1/3 of all stores in a mall are shoe stores?

Why so many?
Why don't they just have one big store that has all the types of shoes for sale?
The answer is because they all make money.
The woman who wants to buy shoes to match a dress will go to one type of store.
An athlete looking for the latest basketball shoe will go to another.
Niche channels flourish because of discovery.
Your Game Plan
Start with the big channels such as Amazon; they have already gathered the crowd for
you. Then expand into the niche channels.
Use these channels to build your own media.
This media can come in the form of an email list, a blog and your brand.
For example, you could publish books for $0.99 on Kindle. Within the first 20 pages, add
a link that tells the reader to follow a link to sign up for a free report.
These $0.99 eBooks can build your list for you. You can mail to this list whenever you
launch a new book or physical product.
This is how you build your brand.
Remember: a product alone does not make a business.
You need your product plus media to get the word out.
Big Shift #2 - Dollar Store Mentality
Have you ever purposely driven to a dollar store to buy just one particular item?
Most people don't.
Most people go to a dollar store because they can buy "lots of littles" for a low price.
It's almost like a form of recreation: people like buying things, and the dollar store lets
them do that without spending a lot of money.

Many times consumers will buy for the joy of a purchase.
They also like feeling as if they have saved a lot of money by buying something on sale.
Big channels understand consumption economics and make it easy for people to buy.
That's why Amazon has features like "1 click purchase" and "free shipping."
Your Game Plan
Consumerism is a hobby for most people; make it easy for them to spend money with
you.
Don't say, "I'm going to create this product or report so I can make a lot of money."
Instead, just focus on getting customers; the money will come later.
You can get more customers in several ways:
1. Lower barriers of entry. Offer a high quality front-end product for a low price to get
the customer in the door and on your list.
2. Focus on pots - If you are looking to sell pots of gold, start with the pots. You will
then earn the chance to fill it with gold from your customers in the future.
3. Make buying easy - Do whatever you can to make the purchase easy for people.
For example, use a PayPal button and instant download.
4. Make buying risk-free. Potential customers sometimes fear that they will regret their
buying decision. Make their purchase risk-free by offering a guarantee. The longer the
guarantee period, the fewer returns you will see.

5. Make buying fun - Make the process of purchasing your product fun. Write engaging
copy or bundle items in a new way. A good example of a site that does this is
BarkBox.com, which sends a new box of dog goodies each month.
Big Shift #3 - Digital Goes Physical
Traditional media is in trouble.
In fact, just recently Newsweek announced that they would no longer be printing their
magazine. They decided to go completely digital.
There used to be walls between content, commerce and community.
Those walls are coming down.
People are often looking for a buying experience that combines all three.
For example, take a look at the popular design site Fab.com.
http://fab.com/
On this visual design deal site, people are shown new, limited-time only deals
throughout the day.

It's like a marriage of Pinterest and Groupon.
In other words, Fab.com combines media + stuff to buy.
Another site that uses this model is Uncrate.com, which is a visual marketplace of "stuff
guys like."
Your Game Plan
Combine media with the products you sell.
Don't be afraid to sell physical products. There are many companies that will make or
ship products for you.

Session: "Post Panda SEO" with Eric Lanchers
These advanced methods can help you recover your Google rankings for any size
information, ecommerce or affiliate site.
Even if you outsource your SEO, knowing this information will help you know the right
questions to ask before you hire someone.
How Panda is Affecting You Right Now
Every website is assigned a "Quality Score" by Google.
You might be affected by Panda and not even know it.
New sites that are affected by Panda may just seem "hard to rank."
Many older sites built between 2002-2007 are also losing rankings because Google
perceives the sites as outdated.
Google is not going after these sites directly, but is trying to show the most relevant
results by penalizing certain business models.
Panda is here to stay
Website Quality Score
To determine your ranking, you can use this formula:
Panda Quality Score / 100 x old ranking factors = your rank
That means a site with a quality score of 95 with only 10 backlinks could outrank a site
with 20 backlinks and a quality score of only 70.
Power of Recovery
Following these guidelines to restore your ranking should increase your traffic by 2x - 9x
within 72 hours.
The traffic increase will be sudden and happen without any new backlinks or content.

Raising your Quality Score
Your website quality score is internal. It is purposefully hidden from our view.
However, it is clear that it works with score thresholds. If you fall below a certain score,
you will be penalized, and your rankings will fall.
If your site is on the "borderline" of the threshold score, you may see it "see-saw" up
and down in the search results.
Most sites never recover on their own from this penalization. This is because the nature
of the site is exactly what Google is penalizing.
The good news is that there are steps you can take to raise your quality score and
restore your rankings in three ways.
Static Elements
Improving the static elements on your site is the easiest way to improve your quality
score.
Make sure you always include the following pages on ANY site:
 Privacy Policy
 Contact Page
 About Us
 Terms of Service
Do NOT use copied content on the above pages. Using several versions of each page
as a guide, write the content on those pages so that it is unique. If not, the duplicate
content could hurt your score.
On your contact page, it is best to include all of the following information:
 Valid author
 Mailing address
 Email address
 Phone number
 Author tags
It is even better if your site has multiple authorships listed and used.

If you have an ecommerce site, you will also want to include a page with shipping and
warranty information.
If you have an affiliate or review site, be sure to comply with FTC regulations by adding
a disclosure of possible compensation.
Quality Checks
Part of your site's quality score depends on the quality of the coding.
That is one reason that many sites created between 2002-2007 are experiencing a drop
in rankings.
Having broken or obsolete / outdated code on your site can now cause it to lose
rankings.
(Broken code examples: html errors, php errors, broken divs)
(Obsolete code examples: <u>, <center>, etc tags)
The look of your site should be controlled with a CSS style sheet.
You can check the code on your site at validator.w3.org
http://validator.w3.org/

You can find a list of old, outdated code at this website:
http://codehelp.co.uk/html/deprecated.html
Also, be on the lookout for hidden text, overlapping text and exploding images.
It is worth it to hire a good programmer and get all the coding fixed.
User Experience
Part of your Google Quality Score is based on their perceived user experience.
 Are visitors finding the content they want?

 Are visitors consuming the content?
 How deep are visitors going into the site?
 How long are visitors staying on the site?
TIP: Use Google Analytics to study these three things:
1. Bounce Rate
2. User Engagement
3. Page Depth
Bounce Rate TIP: Keep your visits that are 1 to 10 seconds in length under 55%.
Doing this on ANY site will help increase its quality score.
Make your site so "sticky" people don't want to leave.

If Google gives you a visitor, keep them on your site as long as possible. Then Google
will reward you by sending more visitors.
Make your site look as if the party is already happening.
 Keep article post dates recent

 Make sure each article has comments.
 Include article likes, views and ratings.
 Put recent articles in the right-hand sidebar.
 Include social media buttons.
Impress visitors the second they reach your site so that they will stay.
Gizmodo is an example of a site that does these things well.
http://gizmodo.com/
Notice the elements they include on the home page:
 Article author
 Recent date
 Social likes
 Recent articles in the sidebar

NINJA TIP: Place photos that cut off right at the fold so you have to scroll down to see
them. This will automatically increase your bounce time.
Here is a 5-step process you can follow when posting an article.
1. Post the article.

2. Tweak the photos at the fold.
3. Add 2-3 fake comments.
4. Add social votes.
5. Manually add relevant sidebar articles.
Pagination + Table of Contents
Using pagination + a Table of Contents on your articles can improve your bounce rate
by 20-30%.
 Increased page views

 Easier to read
 Higher quality perception
 Engagement
 Interactivity
Here is an example of a site using this technique:

http://scott.yang.id.au/code/toc-generator/
Article Interlinking
You can also increase visitor engagement on your site by 5% by interlinking your
articles.
Non-example: For Ezine articles do NOT interlink articles, which give the impression of
a content farm.
Positive example: Wikipedia uses extensive interlinking of articles and is known as an

authority site.
http://en.wikipedia.org/wiki/Search_engine_optimization

In Conclusion
You can improve your bounce rate by 32% to 95% by following the advice shown
above.
If you would like to see one final bump in your quality score, look at the load speed of
your site. It should be under 4 seconds.
If you site takes more than 4 seconds to load, try resizing your images or moving to a
better server.
Make these changes and wait for the next Panda update. You should see your traffic
double. Your visitors should have a better experience and you should earn more
money.
Overcoming the Penguin Over-Optimization Penalty
The Penguin update took place on February 28th, 2012.
While the Panda update is based in a site-wide quality score, the Penguin update is
based on keywords.
Penguin can penalize your site for the following reasons:
 keyword stuffing
 excessive bold usage
 excessive keyword optimization
For example, use a title that is natural. You don't want to have a title that reads "Best
keyword1, keyword2, keyword3, etc."
Don't place your main keyword EVERYWHERE (H1, H2, Title, Links, bold)
Off Page Factors
If you are seeing small drops in rankings, some of your incoming links might be
discounted.

Here are some ways to restore your site after a small drop:
 Fix keyword stuffing

 Build new links with related, varied anchor text for two weeks
 Build new links with exact match anchor text after two weeks
 Continue to build a healthy mix of varied and exact match anchor text
If you are seeing big drops in the rankings or if your ranking has been dropped
completely, you need to make some changes to your incoming links.
 Remove site-wide low quality links.

 Check for anchor text variation.
Low quality site-wide links are the kind people often buy on sites like Fiverr. They are
often in the blogroll and are unrelated to the site content and other links.
If you cannot remove these low quality links yourself, you can use the Google disavow
tool and make a reconsideration request.
Disavow Tool:
https://www.google.com/webmasters/tools/disavow-links-main
Reconsideration Request:
https://www.google.com/webmasters/tools/reconsideration?hl=en
A proven reconsideration request that has worked successfully dozens of times has the
following elements.
 Admission of guilt (bought low quality links)

 Description of what you did to fix the problem (tried to remove links, used
disavow tool)
 A promise to not do it again

Session: "List Banking" with Ryan Deiss and Chris Oyolokor
"Our bread and butter course for cheap, targeted traffic"
Step 1 - Determine your leading performance indicator (LPI)
Be careful; sales are a lagging indicator. You may not see a positive return on your
investment for 30-90 days.
A better LPI would be something at the beginning of your funnel like opt-in rate or cost
per lead.
These numbers will vary, based on your niche. For example, you may pay $0.50 for a
quality fitness lead and $2.00 for a quality marketing lead.
Step 2 - Steal your competitor's data (Competitive Analysis)
Use SimilarSites.com to find your competitors; search by URL or keyword.
http://www.similarsites.com/
This site shows you the top ranking sites in your niche. It will also show you where they
rank for particular keywords.
If you would like to know where your competitors are advertising, you can use the site
WhatRunsWhere.com.

http://www.whatrunswhere.com/
A subscription on this site costs $250 a month, but the intelligence you get on your
competitors is invaluable.
You are able to find new traffic sources by seeing where your competitors advertise and
how long each ad has run.
If you are on a limited budget, you might want to consider at least using the site
TinEye.com.
http://tineye.com/

On TinEye.com you can upload a competitor’s ad and find all the places where that
image can be seen online.
You can do the same thing in Google images by clicking the camera icon and uploading
an image.
This information is valuable because you may want to advertise where your competitors
do.
Step 3: The Test - $500 Leap of Faith
Now that you have information on where your competitors are advertising, it's time to do
a test run of your own.
$500 is enough to get a good idea of what is working and what isn't before you scale up.
 Advertise on 5-10 specific sites simultaneously.

 Use 300x250 and 728x90 ad sizes (above the fold).
 Use two variations of each banner size.
 Only use static banners in the beginning.
 Shocking photos and ugly banners get attention.
The site we recommend for paid traffic is SiteScout.com.
 Real time bidding

 Changes in real time
 Tons of niches
 Fewer restrictions than AdWords

http://www.sitescout.com/
Campaign Basics
 Change default bid from $3.00 CPM to $0.60 CPM.

 Target only web (not mobile).
 Change frequency cap to 1 impression per 12 hours.
 Set budgeting to $50 on daily.
 Choose the 5-10 specific sites where your ads should run.
 Upload your creatives.
Step 4: Prune Your Campaigns
Stop doing what isn't working.
Losing ads can suck money away from the winners.
 Prune after 5,000-10,000 impressions.

 2 banners of each size; leave best performer on / turn other one off.
 Check placement and prune ads that are showing below the fold.
Don't be emotional about your ad decisions.
Display your best performer of each size until it fatigues. If you allow an ad or site to run
wild, it can ruin your entire campaign.

Step 5: Optimization - Do more of what works
 Increase your bid to win more impressions.

 Increase your frequency cap to show more impressions.
 Increase your spending so your funds don't run out.
 Create site-specific creatives for a winning site.
 Identify time trends for day parting (picking the time your ads run).
Step 6: Scaling the Winners: Be a Big Fish in Bigger Ponds
 Broaden your net and advertise on more sites.

 Start using retargeting data to see which sites your people visit.
 Try more banner sizes.
 Go directly to sites that perform well for you.

Session: "Traffic Hacks" with Perry Belcher
Traffic Hack #1 - Press Releases
If you write a press release that targets your keywords, it is possible to rank it very
quickly on Google.
You can also rank videos quickly by placing the press release text in the description and
using keywords in the title.
Traffic Hack #2 - Facebook Ads
Post ads
You may have heard about paying to promote a post on Facebook.
There is a better way to do it.
Create your post and then go into your ad manager and add that post to your page/post
ads. It will then be seen on the sidebar AND on the main display area.
These posts should have an image / video and a link to your landing page. Keep the
post at 90 characters or less so that people can see the link without clicking "read
more."
FB Offer ads
You can use Facebook to offer ads to promote an upcoming live event, webinar or
launch.
The presenter said that when she does this before an event, registrations go up by
38%.
Custom Audience
Did you know you can upload your email list to your Facebook ads manager?

You can then choose to show FB ads only to the people on your list. This is a great way
to presell your products. The presenter found that 40-70% of her list emails match an
email on Facebook.
Traffic Hack #3 - YouTube External Link Annotations
If you enable monetization on your YouTube videos, you can add an annotation that
links to an external website.
The presenter added the annotation text "Grow Stronger - Click Here" to one of his
popular videos.
The link led to a squeeze page that offered no incentive for signing up.
As a result, he went from 150 opt-ins a day to 250 opt-ins a day (75% increase).
This hack works best if you have a viral video.
Traffic Hack #4 - Pinterest Contests
Holding a Pinterest contest can lead to increased traffic, followers, opt-ins and sales.
Contest Name Idea: Pin It to Win It
 Create niche images with quotes (cats, memes, etc). These images should
resemble an opt-in page.
 Create a page with images and contest rules.
 Send your list or followers to the contest page.
 When someone shares a favorite image on Pinterest, the person is entered in the
contest

Traffic Hack #5 - Use Someone Else's List
1. Find people in your niche who have a large following, but who aren't monetizing it
on a regular basis. (Look for LinkedIn and Facebook groups with high fan
engagement.)
2. Have them ask their list what they want, what they would like to learn more about
right now.
3. Find PLR or create a product that meets that need to sell or give for an opt-in.
Traffic Hack #6 - Long Lasting Subscriber Traffic
1. Segment list - Split your list into categories. Send them specific information that
speaks to their interests.
2. Weekly digest - Place a weekly digest link right above your unsubscribe link at
the bottom of your emails.
Traffic Hack #7 - Solo Traffic Tricks
 Treat site visitors as though they are thirsty deer in the forest; give them what
they want without scaring them away
 Add this text: "This is a free service. A credit card is NOT required."
 Copy your list to a "newsletter list." Sell space in these emails to your list.

Session – Conversion Hacks with Ryan Deiss & Perry
Belcher
How Tiny Changes Can Make A Big, Big Difference In Your Business ….
Overview: Perry and Ryan started out the session talking about when you start testing
things in your business. They recommended that you begin at the beginning (not at the
end). Focus on a few critical elements (tiny hinges) that have the most impact.
These are the tiny hinges swing big doors (impact points)
- Delivery rate of your emails (how many of your emails are actually getting into
your customer’s inbox and not the spam box).
- Open rate (# of people opening your email).
- Click rate (# of people clicking links in email)

o Email click through copy tip: give them the ability to click above the fold
(aka without having to scroll down to click the link)
o 93% of the people never scroll down to see your link and click.
- Opt-in Rate (how many people out of a 100 are opting in to your list).
- Conversion Rate (out of those 100, how many of them become customers).
- Cart Abandon Rate (how many people never complete an order).
- Upsell Take Rate (if you offer a one-time offer, how many of them purchase).
- Renewal Rate (how many people come back over and over again).
Impact Points
- The Open
- The Click through Rate
- The Opt-in
- The Conversion Rates

Normal open rate is around 7% for the industry
Normal click rate is 20% of the openers
Normal opt-in page is 30% (going through the click to a pre-sell list)
Normal conversion rate is 5% (going through the opt-in pages and the purchase)
Run The Numbers
- Raising the open rate to 12% (from 7%)

- Click through rate to 40% (from 20%)
- Opt-in rate to 55% (from 30%)
- Same conversion rate of 5%
Based on 100,000 People Seeing Your Email
Impact Points Before After

Open Rate 7% (7000) 12% (12000)
Click Rate 20% (1400) 40% (4800)
Opt-in Rate 30% (420) 55% (2640)
Conversion Rate 5% 5%
Total Sales 20 Units 130 Units
The further up the chain you go (aka the closer to the beginning of the sales process),
the bigger the impact you’re going to have on the overall funnel.
The biggest mistake Ryan and Perry see is not riding a winner for everything possible
(scaling the offer once it’s proven successful).
Don’t start testing on the conversion rate (the end of the funnel); instead, focus on the
beginning (getting more emails opened).
Increasing Open Rates (it’s all about the subject line)
- From field (who is the email coming from)

- Subject line

Proven Subject Lines
- Odd numbers: Why he paid Google $524,838.71

- Question marks: Google made me slap proof?
- Percentages: 99% of people dieting need to do this
- Brackets { }: {New video}
- Video: Video Blog Post
- Pics: People want to see photos use {Pics} in your subject line
- Free Report: {Free Report} 7 Deadly SEO Mistakes {Free Report}
- Re: Re: Watch me build your membership site
- Personal Pronouns (You, Your, etc.)
- Scarcity: Third and Final Notice
Send an email; if it does well, send a second email with Re: Subject Line and tell them
the same thing.
For example, when promoting these notes, one of the best subject lines I used was
William Shatner Stuns The Crowd, so I did another mailing (to the people who had
not opened the last email) that used the subject line Re: William Shatner Stuns The
Crowd but the content was the same.
Peak Curiosity/Confuse/Shock
- Photos enclosed; do not bend

- Really … Really !!!
- Kinda weird but very profitable
- Why I love hotel bar?
- Chuckle-head does $3.8M first two years online
Negative Subject Lines (*must remain congruent)
- Things are bad (maybe)

- Don’t Take It Personally, But …
- Bad news …
- I hate technology ..
- One word … crazy
Your email has to be congruent with the subject line meaning I can’t use a subject line
like “I’m going to kill myself” and then the actual email is all about how happy and
wonderful everything is.

Borrowed Credibility
- Google Now Owns Yahoo

- Zuckerberg’s 3 big secrets
- Amazon wants you as a partner
- Steve Jobs was Wrong!
Quick Subject Line Templates
- To 10 __________________
- 3 Big __________________
- 7 Secrets Of __________________
- How To __________________ (good headline for sales letters)
- Quickly and Easily __________________
- __________________ in 7 Days Flat!
- __________________Step-by-Step For Beginners
- Bad News For __________________
- Sickening Story From __________________
- Current Event Subject Lines
Headline Ideas (where to collect a swipe file)
Reddit.com (search keyword/market for headlines)

Google Suggests (How to ….)
Popurls.com (shows the most popular URLS from the social sites
Increasing Click Rates
- Focus on these 3 things

o What time you send your email
o Link placement (where you put the links and how many you include)
o Image placement (can you tie an image into your email)
Timing Your Delivery
- Best Time: 4:30am CST
- Best Day: Tuesday-Thursday
- Big Tip: Weekends are great for low-dollar and lead generation offers

Short emails = higher click through rates because the entire email is above the fold (aka
no scrolling needed)
Where to place the link in the email
- Introduce it after the first paragraph
- Body of the email
- Close/PS
Put an image in the email and make it CLICKABLE

If there is a video, take a screen shot of the video with a play button and make the photo
clickable in the email.
Increasing Opt-in Rates
- Test your landing pages

- Fool.com (control landing page)
o Headline
o Opt-in Box

Write 100 headlines for your landing page and then look over them and combine when
possible.
Take the best 5 and test them all; pick the winner from that
Ryan and Perry’s Favorite Type Of Squeeze Page
- Read this FREE Report

- Headline
- Opt-in with yellow box around it
Then we got “creative”
- Saw the White house do the fancy squeeze pages

- Used an image have them look at the opt-in area

Keep this in mind – boobs (pretty girls) or basic in your landing pages seem to perform
the best.
Some more conversion hacks/tweaks
Consider adding live chat to your sales pages.
- 1 in 3 chatters typically buy.

- Collect their email before beginning the chat.
Make your customer service person your best affiliate.
- Turn your folks into profit centers.

- Get your customer service people an affiliate link.
- Incentivize them with contests, rewards, but not affiliate commissions.
- Email signature with an affiliate link in the footer (HUGE)
The Del Mar Plan
$7 Survival Reports with formula sales letter
Mail them once a week for these $7 reports.
Make them a bucket offer (more of what you just bought at a great price)
1 apple for a buck, 10 apples for $3 <value.
They see the value because they just paid $1 for one apple

For example: a single $7 report on the front end, 4 reports for $14 as a bucket offer
Offer live training with the report and make an offer at the end of the live training for a
higher- priced product
Case study:
Freedom 5 Report (Ryan and Perry’s Product)
- $5 Front End Product (Sold 12,000)

- OTO $300 Outsourcing Package (12% conversion)
Honor system
- Didn’t buy the report, gave them the report for free with requirement to pay in 7 days.
(This plan worked horribly; almost no one paid)
Retargeted anyone who hit the page
Get all these additional reports for free when you sign up for continuity ($20 a month)
Reports that are one-problem, one-solution are self-liquidating offers.
Need an idea on what to write in the report? Find something that’s essential to the
process and offer it to them
Squeeze page  $7 report –-> bucket offer reports
Direct mail sales letters to your buyers (as soon as they buy – direct mail them a sales
letter)
For instance if they don’t buy the OTO, mail them the sales letter for the OTO
Call your people and make offers to them IF they didn’t buy on a webinar
“Hey, I saw you on the webinar but I noticed you didn’t buy. How come?”

Upsells
Ryan and Perry used to use a progress bar at the top of an order form but found it was
confusing to buyers who were clicking all around the sales page but not completing the
order.
They used Clicktale.com and watched their visitors who tried to use the progress bar
and then left when the bar didn’t work.
One last tip: use a guarantee seal, make it clickable, and have it go to the order form

Day 2 – Secret Selling System with Perry Belcher
This is the exact system used to create every offer you see from Digital Marketer Inc.,
from webinars, to video sales letters, to live presentations from stage.
Perry started off talking about how selling was not evil. Instead, he said that selling was
power.
Selling is power because it gives you the power to have joint ventures, company take
overs, new relationships and partners
Selling comes down to the following:
- Targeting (getting in front of prospects who WANT to buy from you)

o 60% of your success is on list selection (paid traffic)
- Getting Leads (people who are interested in what you have)
- Getting Sales (you gotta sell them something)
- Profits per sale (upsells, etc)
- Frequency (get them to come back faster than they did before)
Targeting
1. Know your buyer (what you like isn’t what your customer always likes)
- Build a customer avatar.

o Find out everything you can about your customer (age, income, kids,
occupation, etc.).
o Stay true to the majority of your customers (if they are males, write to guys
and ignore the women. Maxim magazine has a 38% female readership but
writes to guys only because that is their target market)

2. Target the right list (list & audience selection)
- Most marketing is wide and shallow. It takes a shotgun approach to marketing by

using traditional media such as radio, TV, newspapers, and yellow pages
- Waste is the #1 enemy of advertising
- Instead, go narrow and deep into a marketplace by finding out as much about
your list and current customers.
- Nelson does a list profile for checking out who your customers really are
- Google Ad Planner (select buy, select websites)

o Shows key demographics of your target market.
o Helps make sure you’re giving the right message to the right people.
o Shows similar websites to the one you’re curious about
Make your ad “glow in the dark” (make them stand out easily to you)
- List Building Bait

o Cheese or whiskers analogy (link to the podcast talking about this)
o Figure out what the cheese is for that market
 Selling the home market example
 Find out what your home is worth today
 A majority of people who are interested in selling their home check
that out

 You need a lead magnet (ex. free appraisal) that appeals to your
target market
3. Create the offer

- Make it irresistible!!!
- Why people buy

o Gain (they want something)
o Fear (they don’t want to lose something)
o People in Biz Op respond to gain
o Pride (look at how awesome I am)
o Imitation (they want to be like the person who is selling them the stuff –
Brittany Spears vs. Lance Armstrong)
o Value (consumerism is now a hobby – it’s on sale you’re buying the
feeling and the fact it’s a value)
 Buy on sale – makes you feel smart by saving money
Sequence is Critical
- Meet a girl at the bar and immediately go in for the kiss and then she slaps you.
It’s not that she didn’t want that but you had the sequence wrong.
Points of Belief
- What are you asking your customers to believe in order for this to be successful?
- How many things am I asking my prospect to believe in this presentation?
- Don’t ask them to believe anything more than 4 things (1 is MUCH MUCH better)
- What am I asking them to believe?
- Do you believe that’s possible?
- I’m only asking you to believe one thing ….

Note from Tim: This points of belief section was a huge eye opener for me; it will affect
how I make offers in the future. Basically, you want to make sure everything you offer is
believable and that the prospect feels capable of accomplishing it.
21 Step Sales Presentation Formula (can be used for sales letters, videos and
presentations)
Step 1: Call out (Attn: Offliners, etc) lets them know you’re in the right place
Step 2: Grabber (Liars, Liars, Liars … They’re All Lying To You – Get their attention)
Step 3: Headline (Write 100 Headlines For Your Next Sales Letter)
Step 4: Subhead (This is to support the headline and give it believability.)
Step 5: Identify the audience (you know who they are, how they feel, and you’re in the
right place)
Step 6: Solution (what is the solution you have that is going to solve the problem)
Step 7: Pain (here’s what I did to create this for you – the pain I went through)
Step 8: Easy (here is how easy this solution is to use)
Step 9: Speed (how fast it’s going to be to achieve the result)

Step 10: Future (show them what their lives are going to be like once they start using
this solution – how much better – Imagine ….)
Step 11: Why You (why should they believe you – see if you can get an expert
endorsement, proof, testimonials, your own story; find the fringe person – ugly people,
not a sexy superstar, etc)
Step 12: Benefits (bullet points, Gary Bencivenga Bullets, Gary Copywriting Bullets)
When writing bullets tell them what the feature is so they can do ….
You’re going to be able to run with a faster time so that you can work out in less time.
Step 13: Proof (proof that it worked not just for you, but for other people as well).Use
third party credibility (according to Harvard … ) third party proof and credibility (social
media salary and Monster.com job postings for job openings)
Step 14: Offer (tell them what it is that you are offering them – you get … point 1, 2, 3,
4)
Step 15: Value (build value in your offer – here is the “cost” of something but wait--
there’s more!
Step 16: Bonuses (can hurt your conversions if you overdo it).Make sure your bonuses
aren’t something people feel should have been included in the main product.
- People only need to want it (doesn’t have to be relevant to the main product). Perry
and Ryan had coffee cups made up one time and offered them as a bonus. People
bought the product, just for the coffee cup.

Step 17: Price (reveal your price which should be less than the perceived value) Core
course, value of the bonuses; you’re not going to pay anywhere near that (Ron Popeil
Drop Down Price works best )– you’re not going to pay $1,000. No, you’re not going to
pay $500 ….)
Step 18: Justify (Explain why the price is what it is and why it’s such a great value) – - -
Here’s what you have to do if you don’t buy this from me.
- Listen – think about it – instead of doing X, invest in yourself and make 2013 the best
year ever.
Step 19: Scarcity (every offer needs scarcity, but it has to be genuine). Do price
increases, reduction of bonuses, etc.
Step 20: Risk (people don’t want to take risk, be screwed, or look stupid to people. It’s
risk aversion and people don’t want to feel screwed) – the longer the guarantee, the
lower the refund rate
Step 21: Action (you have all the information; it’s time to take action, no balls – no baby
:)
A call to action is a command to the person to buy this right now!!!
Screen shot the order form and say what’s going to happen when they click
Bonus Steps
Step 22: Warning (warn them what’s going to happen if they DON’T BUY – Domestic
Abuse example. If you don’t believe in what you’re selling)

Step 23: Reminder (PS: Warning, PPS: recap the whole offer … remember … you not
only get the 2012 notes RIGHT NOW, but you also get the first spot in line for the hot-
off-the-press 2013 notes once they’re complete (we’re expecting it on such-and-such a
date)
Step 24: FAQ
People are looking for a reason NOT to buy. Overstatement, etc.
Proof Trumps All and New ALWAYS WINS
Why people don’t buy from you
- Lack of connection with them
- Lack of confidence in you
- Wrong Price
- Lack of urgency
THE TRIPWIRE (20 Foot Vault, 2 Foot Walls)
Lawn mower repair and income tax
- Over deliver (lawn care guy that Perry hires did this to him. He offered 50% off
the first order, 25% of the price for the second mowing, and brought flowers to
the wife when he charged the full price. He also sends Christmas card showing
his family and kids every year.)
You have to make that first offer such a crazy deal that they’d be stupid not to take you
up on it.
A little love (special gifts, letting them know you are thinking of them)

Increase Your Average Ticket Size
Rubber stamp offer – 100 cold calls a day, convert 20% of them to buying the stamps
(low-ticket item), got it on time, for cheap; it works, and then went on with the bigger
order
Bought something from me – had a good experience – people will give you money a
second time.
Get them in the first time and over deliver with that first transaction.
Small but critical piece
Buyers in heat
- Give them one piece but let them buy the rest (coin collecting example – you buy
one gold coin, the company sends it to you with a nice holder that has space for
20 more coins).
An example:
- 1000 customers will spend $10

- 300 will spend $30
People want Value.
People want Enhancement (outfit, shoes, purse – the complete package).
People want Speed.
People want Automation.
Find things that add speed and automation (i.e. software)
Increase frequency
- Constant Contact With Customers

- Social Media (500%+ Email) – Subject: Aren’t we Friends?
- Engage them in social media so they read your email
- Snail mail (direct mail your buyers)
- Telephone your people (soft pitch via phone)

Events & Parties
- $420,000 to put on T&C; they make nothing but they build up a community of
followers and future buyers.
Loyalty
- Discounts, Free Gifts
Continuity
- Put them into a continuity program if possible to bring them closer to you

Session – Let’s Get Physical (Ecommerce Business) with
Ezra Firestone
Ezra has tons of niched ecommerce sites on the internet and is the Go-To guy for Ryan
and Perry and all things ecommerce. He also talked a mile a second so I had my work
cut out for me in collecting all the important info.
Why be in ecommerce?
High Visitor Value
- $1 to $4 per visitor
First Visit Transactions
- They buy the first time they visit
Higher Conversion Rates
- .5 to 1% conversion on cold traffic
More reasons to be in ecommerce
- Higher perceived barrier to entry (getting started)
- You do all the work up front to get the store up and running. Then your ongoing work
revolves around getting traffic and testing.
- There are a still a lot of Mom/Pop shops + a few big companies. Not many players up
to 1M. (When you find businesses making over 1 million dollars per year, you’re running
into professionals)
- Not much if any persuasion is necessary to sell. Photos, videos, and descriptions are
all that are needed to sell products.
- Niche Domination – easy to roll out ecommerce sites into difference niches.

Ecommerce is young
- 8% of total sales online
- 15% growth rate every year
- Technology adoption curve (Crossing the Chasm)
- Other countries are catching on
- Merchandise Volume
In business - timing is everything. Ezra started a business having to do with older

women and cosmetics. Instead using the angle of trying to look super young, they
focused on the celebration of their age.
Boom Cosmetics
(Older women who celebrate who they are instead of trying to appear younger)

Two Important Ecommerce Questions
- What market to enter?
- How do I evaluate a market?
The Dirty Diaper Ninja
- Look at the top designer for various platforms and see what markets are doing
redesigns
- This was a cool trick. Basically Ezra said to go out to Google and type various
platform designers and then see what sites they created and have a site
redesign. His logic was if that a business can afford to hire someone to do a site
redesign (which costs thousands of dollars at least) they must be doing well.
Watchcount.com (Ebay Pulse)

How to come up with an ecommerce sites/ideas
- Look for niches within niches
- Amazon
- eBay
- Look at categories and best sellers
- Your Hobbies
- Weird / Embarrassing Niches (things people would not want to buy locally)
- You can buy a guide (link on the next page) that shows you the top 500 e-retailers on
the internet.
Top 500 Guide (InternetRetailer.com)
How do you know if this is a good market?
1. Average order value ($75-$200) +5 points

2. Gross Margin 20% or more +5 points
3. Fragmented Market +2 points
4. Lends itself to return customers +3 points
5. Lends itself to multiple item orders +1 points
6. Can you add value to the market +5 points

7. Products difficult to buy locally (or you have a bigger selection) +4 points
8. Is it a seasonal business +3 points
9. Google Trends vs. Dominated +4 points
10. Non-Commoditized Product +5 points
11. At least 70 SKUs +3 points
12. Is there competition +4 points
13. Average product weight under 10 lbs +1 points
14. Top 3 keywords have combined 15k exact match searches +3 points
15. Target market is women +2 points
Take and add up all the points for your particular niche.
Point score total breakdown
0 to 20 = RUN AWAY
20 to 30 = Maybe
30 to 40 = Good
40 to 50 = GREAT
When you first start a site, just have your merchandise drop shipped from the
manufacturer, and once a niche seems worth the time and investment, then consider
importing the goods directly.
Take 15 keywords and check to see there are 20 to 30 sites instead of one player
dominating the market. So you want to see a lot of players in the market, instead of one
major player (such as Amazon) dominating the niche.
Three Ways To Grow Your Ecommerce Business
- More Eyeballs
- More Sales
- Increase Repeats

Ecommerce Website Structure Basics
- Home
- Section
- Product Details
- Blog / Ed Content
- Checkout
- More Info
- Social Profiles
Website tips
- Take your top 3 keywords/products = home page
- Top 75+ products = sections
- Next 500 that can be productized = products
-Any remaining relevant keywords = blog posts (creates most thematically relevant site
- 700 Words Per Section – modifiers written in (unique sections + descriptions)
- Weekly blogging – about products, keywords; each post has a deep link + picture
(rich)
- Obvious on page (reviews, social buttons, etc)
- Internal link structure
- Do not over optimize keyword stuff
- Be the author of the store (or use a pen name). Have a face, name, and profile
Sample Paid Advertising Ads
- Title: KW, Sentence + Modifiers
- Vintage Costume Jewelry – Find Popular Products on eBay
- Description KW, Phone #, Sentence, Modifiers

Search
- Be unique; people prefer to consume media in different formats (video, audio,

text) – DO THEM ALL
- It’s your job to have all the content laid out in the proper format
- SERP Channels = classification of formats of media and types
- SEO, PPC, Comparison Engines, Email
- Image for every product
- Video for each section + home page
- PPC (image ads + text ads, retargeting)
- Amazon listing for all products
- Above the fold = Ads, Shopping, One or Two Organic Results
- Blog / Education Content (MP3, PDF, etc)
Concept Overview
- Borrow the trust and authority of others.
- You can convince Google that a specific media format is relevant for a particular
query.
More sales
You want to make sure that it is easier for customers to go from searching for the
product, to putting the product in the cart, and then billing/checkout as quickly as
possible.

Track customer events: Options, Messages, Button Clicks (each step a person takes)
Track search
- 5% searched for something, buy 20% of the revenue
Conversion by page (how your ideal ecommerce page should look)
- Header is Big For Conversion (search box, guarantee, opt-in)

- Favicon, Social, Video FAQ, Video Customer Service Links
- Randomly Displayed Testimonials
- Footer: Trust, Search, Opt-in
Incentive Time Constraints
- Discount if you check out within the next 10 minutes

- Daily Deal Bars
- Discount Opt-in Coupon

Home page
- Main rotator + 3 Kicker images

- Tabs featuring products based on category
- Test navigation, kickers, feature based
Section Page
- Crate & Barrel as a model

- # of items across (5 items)
- Price, Sale Price, You Save, You Save %, Star Rating
- Quick View of the product
- Featured item, bundle or deal
- Goal: get people to visit the product
Two more website examples
BuyCostumes.com

BuySeasonsDirect.com
Ideal site navigation (Things to include)
- No left navigation
- Tabs to move them
- Social, Zoom, Review, Add to Cart above the fold
- Cross Sell, Multiple
- You might also like
- Bundles
- Features and Benefits
- Trust seal, Shipping, etc above
- Recently viewed
- Multi quality photos
- Video review for top products
- Add to Cart button
Checkout Page 1
- Congruency across the entire check out process

- Progress Bar
- Shipping Calculator
- Proceed at Top and Bottom
Checkout Page 2
- Multi- pay options (credit card, PayPal)

- Make everything one page w/ scroll features
Conversion Boosters
- FAQ about shipping and returns

- Email follow up with those who abandoned the cart
- Optimize section pages based on in-page analytics
- Social Selling (curebit.com)
- Overcome the “fear of loss” at every step
- Thank You Video after they purchase
- Post-Purchase Survey – why did you buy from us?
- Follow up w/ review request + Social Media Connection
- Live Chat w/ free shipping (figure out a way)
- Olark.com ($15 a month to have the ability to chat with your customers)
Repetitive Customers (Getting them to come back)
- Relevant Engaging Content via email

- Package Inserts = Coupon + Friend Disc + Education Invite + Review Request
- Weekly video blog
- Create a relationship with your customers
Odds and Ends
- Promoted post on Facebook with those weekly video blogs
- Facebook fan page for your store
- Video post promoted on Facebook
- Find the best geo locations are for your current customers
- Keep tablet selection on mobile unit for paid traffic (meaning if a user searches
through their tablet you can attract them with paid traffic)

Session – Mobile Voodoo with Ryan Deiss and Kamal
Ravikant
How we went from capturing 12% of web traffic to over 50%
...and why it matters to you.
 20% of U.S. / Canada web traffic comes from mobile phones and tablets
 36% of emails are opened on a mobile device (this number increases by 132%
each year)
In a recent media buy campaign, Digital Marketing brought in 97,447 uniques.
36% of these visitors came through a mobile device.
60% of visitors from this campaign opted in at the landing page.
The problem was that only 12% of these mobile visitors were opting in on the regular
landing page.
The solution?
A Mobile Squeeze Page:
http://numberonebooksystem.com/mobile/

This page uses a mobile detection script to redirect the visitors to a mobile lead capture
form.
The text on this page can be very similar to your regular landing page.
Two differences:
1. Add the text: "Just click the button and hit send."
2. Add an envelope icon that says - "Click here to send us an email for instant
access."
When visitors click that link it opens their email browser and creates a pre-populated
email for them. They don't have to type anything.
Subject line: "Send me the report now"
Body text: "Push Send Now" with a red arrow pointing toward the send button.
To email address field: Make it match the report you are giving away – example:
"kindleinfo@drivingtraffic.com"
Use of this mobile redirect script and mobile landing page increased the opt-in rate from
12% to 52%.
Run the Numbers
Before After
34,620 visitors 34,620 visitors
12% opt-in rate 52% opt-in rate
4,327 opt-ins 13,675 opt-ins
This campaign received an additional 13,675 leads by simply having a mobile redirect
script and mobile opt-in page.
You also get excellent email deliverability because the visitor is emailing you from the
primary email on their mobile device.
GREAT TIP: To improve your email deliverability even more, send all subscribers a
quick email that says "Please hit reply to let me know you got the report."

When they hit reply, it looks as if the email is more of a conversion than one with
commercial intent. Creating this "white-listed" email list allows you to bypass many
email filters.
Does Mobile Traffic Convert to Sales?
Even with a 52% opt-in rate, mobile traffic still converted at ZERO percent on the order
page.
So they created a mobile optimized order form:
https://secure.numberonebooksystem.com/mobile.php

Here are the changes they made.
 Short, easy-to-read heading - "3 payments of $97"
 Easy to fill out form fields
 No sidebar content so all content fits in phone browser
As a result, they increased the mobile order conversion rate from 0% to 13.9%.
The upsell conversion rate was consistent with that of non-mobile traffic.
Mobile Trends
Mobile Trend #1 - Uberfication
 Apps that works with larger, offline companies
 Apps that encourage more people to buy what you already sell
 Examples: lyft.me, getitnow.com, flywheel.com, sidecar.com and getkarma.com
http://getkarma.com/

Mobile Trend #2 - In app purchases still rule
If you want to make money with an app, make it free.
Most of the money in apps is made from purchases from within the app
Mobile Trend #3 - Gold Rush is Still on for Newsstand Apps
Big Opportunities
 Serve local businesses (apps and mobile sites).
 Make niche apps that sell products.
 Provide app SEO as a service.
App SEO
 Compare to Google in 1998
 Apps have been listed in directories (think Yahoo directory)
 Trend: keyword search for apps will rule
 External site reviews of apps now matter

Session: “Mass Local Traffic” with panel
Local Marketer News Breakout Session
This was a breakout session where several offline marketers shared their local
marketing tips and tricks. Each speaker was only given 7 minutes to present so they
weren’t able to go deep into a bunch of topics.
Overview
The three things you need to have
1. Have the mindset of a business owner.
2. Have a plan for your business
3. Know who your customer IS and is NOT
3 Top Strategies To Get Clients
- Networking
- Speaking
- Direct mail
3 Top Priorities For Clients
- Expert Positioning
- Overwhelming Web Presence
- Building Their List
Speed Ranking Videos
- Have phone number in the title of the video so when people search for the
business they don’t even have to click on the link to call

Finding their fishbowl
- Show them how to collect email addresses and bring customers back via email
Direct mail
- Handwritten letter to new businesses
Speaker Nick Unsworth
Nick talked about how he uses Facebook contests with local businesses to get them
more Facebook fans, increased customer engagement, and more clients seeking him
out.
- Viral Facebook Traffic and Increase Conversions

o Facebook Contest
o Facebook Tab - 10k VIP Day Giveaway
o Name = Brand positioning
o Video = Builds Trust
o Prizes = Align with market
o Fan Gate = Increase Likes
o Webinar = Adds Value
 Announce prize at end to double attendance
Results of the Contest
- Builds list
- Get 15-27% free referrals
- Reviews – viral reach and proof
- Reviews = increase conversions
Asks for referrals when they sign up for the contest, then ask for reviews in exchange
for more raffle tickets

- Reward and track referrals
- Encourage comments & social reviews
- Contest to increase engagement from customers
Speaker Mike Cooch
Mike gave an overview of his local marketing business and how he was setting it up to
sell from Day 1. Here are a few of the highlights.
- Do a webinar for local business owners and offer to do services for them
- Followed up with prospects via phone
What you need to sell your business
- Clean financials
- Documented systems
- Margins In Line with or better than industry
- Contracts that transfer
- Recurring revenue
- Proven sales model
Your #1 Goal is to sell as much as possible
- All services can be outsourced or done by staff.

- Nobody but you is going to build your business when you start.
- Pick one market, design services specifically for them, market specifically to
them
- Benefits
o Message to Market Match
o Service to Market Match
o Operational Efficiency
Leverage existing channels to sell fast
- Channels are where your target audience has already been gathered up and you
can access cheaply (Facebook, Craigslist, Email)
- Because you are focused on a vertical, you have a better ability to tap into these
than a generalist would.

Products or consulting offered to local markets – and have a process and system in
place
3 Strategic Decisions as a local marketing consultant
1. What Service
- SEO
- Social media
- Video
- Mobile Websites
- Mobile Apps
- Reputation Management
- PPC
- Productize Your Service (Built To Sell)
2. What Model
- Location-Based (your city or region)
- Niche-Based (Specific Niches)
3. How Are You Going To Get Clients?
- Pebbles and Rocks (Based on the book Great By Choice)
- A lot of small ideas (pebbles) and then throw rocks at the big stuff when it converts
- Try a bunch of stuff and see what works the best
- Referrals, Centers of Influence, Networking, Your Events, Direct Mail/Email,

Linked In, Social Media, Videos

If you want to set up a business that is niche based:
- Direct Mail / Email, Associations
Bonus: Fast Results
Make the Intangible (service you provide) Tangible (they can see the video ranking,
calls coming in)
- Video Speed Ranking

- PPC Traffic/Leads
Books To Read: Work The System, Built To Sell, Getting Naked
Google AdWords For Local Businesses
Google + Local Integrated In The Ad
Ad Example
Pariente Law Offices – We’re Ready To Evaluate Your Case
Phone number and address in the ad
Why most ads fail
1. No/Awful Landing Page

2. Horrible Ads with low click-through rates
3. Bad campaigns setup
A good landing page can double or triple your leads
Integrate Google+ Local with the Ad
- Have the city name in the Ad. USE ALL CAPS for shorter words
1 out of every 7 minutes is spent on Facebook

Twitter good for media contacts and connections to get publicity
Post on FB, Twitter, and Google+
- Links to articles, interesting photos, etc.
Three Social Media Tips
- Location Posts are hot. (Relate It To Local Area)

- Engage people.
- Think viral.
Adding Google Authorship To Client Sites
- Increase Search Traffic

- More Conversions
- Clients Create More Content
- You Get To Charge More
Tied to their Google+ Account & A Personal Photo
- Also showing the ratings (stars)

- Gets them “clicky and sticky”
http://www.authorsure.com
Video Marketing
- Drive traffic from videos to home page
- Increased Perceived Value Of Video
- Huge Spikes In Traffic
- Better Conversions (Built List Faster)

DukeCityLocal.com
The DukeCityLocal is a really interesting idea. Basically, this marketer created a local
website where people can post videos and activities in the local area.
As a result, this website has become a hub in the local community and now companies
and outside events are coming to the site to advertise and promote their businesses.
I don’t see why someone couldn’t duplicate this idea in their own area.
The great thing about this is, you own the platform and you can swap services with local
people, businesses, and media to grow your business.
It can lead to revenue-sharing with these companies to sell products or services on the
website.
Next Speaker
What this speaker did was to set up a 3-step mailing campaign to local businesses in
the Spa niche and used grabbers (a fake priority mail envelope as an example) along
with the Gary Halbert Dollar Bill Letter modified to their own needs.
How To Generate Leads (3 Step Mailing Campaign)
#1 – Fake Priority Envelope (30 cents, 50 cents to mail)
- Dollar Bill Letter
#2 – Fake Bank Bag
#3 – Trashcan
9.4% conversion rate
You can explore different types of direct mail grabbers here

Jack Mize
Fast Local Lead Copy
1. Do you understand my problem?
- Acknowledge the problems
2. Are you qualified to solve my problem?
- Show them proof you’ve done this before
3. My situation is unique. Will this work for me?
- We are confident we can help you even if …
4. What’s my risk to find out more?
- Free, no obligation review call XXXX
Cool tools
Reflector app (shows on the iPhone how the website looks)

Day 3 – Affiliate Army (35 Million Silent Salespeople)
"Affiliate Armies" with Vincent Fisher & Mark Jenny
I’ll admit it; this was my favorite session of the entire event. Not because the stuff they
do it ground breaking, but because this is the way to grow a business without having to
use paid traffic and have lots of people working on your behalf for free. Take lots of
notes and enjoy!
Mark and Vincent built a new hosting company and instead of trying to attract the end
user (who might buy one account) they focused on affiliates and other centers of
influence to sell their hosting for them.
The result was that BrainHost has done over 30 million in revenue, has 240,000
customers and 350,000 domains under their control.
They did not market to the end user, and they didn’t want to pay $10 to $15 per click
with paid advertising. So they marketed to the affiliates instead of the end users.
“Free Traffic” from your affiliate army
(How they went from 0 to 60 million revenue in 2 years)
Why affiliates?
- They help scale your business faster

- Larger Sales Force. It’s not just you marketing your business
- Become an expert in working with affiliates
- How could you implement everything
Who Are Your Salespeople?
- Advancing and expanding who can sell your products

- The way you look and treat those who sell for you

Affiliates want to see a converting offer prior to promoting (note from Tim this is true, at
the end of the day business is about making money and people want to make sure that
the offer works and converts PRIOR to promoting it)
Focus on your affiliates and making them happy.
Don’t make the focus on you, make it about them.
Who is really important to you and your business?
Find people who are good at what you suck at and pay them
Here is a great question to ask yourself:
How can we pay out as much as possible to affiliates instead of paying the bare
minimum possible?
Cater to your affiliates by helping them make as much money as possible
Currently, 95% of Mark and Vincent’s business is done through affiliates
50 to 55 million dollars in sales directly from affiliates
Getting Affiliates (3 Steps)
- High Converting Product

- Support Them
- Highest Payout Possible For Them
More Affiliate Tips
Go FIND Affiliates instead of waiting for them to come to you
It’s either you, or someone else who needs to make the connections and contacts
- Finding new ones

- Keeping existing relationships ongoing
- Keep “touching” your affiliates

How to find affiliates
- Competitors (watch them and who promotes them)

- Networks (CPA, PPC, etc)
- Customers (make your customers your affiliates)
- Affiliates Promoting Other Niches
Where are your competitors getting their traffic from?
- Compete.com
- Adbeat
- Quantcast
- TechNorati
- MarketLeap.com
- Xinu Returns
- Google Trends
- Whois
Compete.com
– Type in the name of a competitor

– Compete.com gives them a breakdown of their competitors traffic
– Found sitebuilderreport.com
– Used Whois and website contact form and Facebook
– Phone number
– Skype
– CONTACT THE AFFILITE & OFFER THEM MORE MONEY
– 99% of the people will be happy to hear from you
– Your competitors can be your best affiliate because they are looking for other
products to promote in the same space
Important Points
- Show Proof of Your Highly Converting Product

- People will send customers to you because they don’t want to do certain things
Have your numbers available and let them see how well it’s doing when asking
them to promote

Affiliate Networks
- AdTech
- Affiliate Summit
Have you own in house affiliate program
- Contact them via email

- PPC ads
- Display ads
Put your product in Multiple Networks so you can scale fast once is has been proven to
convert
Never sign an exclusive deal with a certain network because it prevents scaling and
very little benefit to you as the product/service provider
Different Networks You Need To Check Out
Commission Junction
LinkShare
ShareASale
Amazon Associates
ClixGalore
Maxbounty
Peerfly.com
Neverblue.com
Turn customers into affiliates
- Give customers their own affiliate link

- This could be one of the best sources of good affiliates
- Most likely not a super affiliate but they can send a few sales a month

Think about your business and what complements it but not directly related to your
product.
Affiliate Key Points
- Affiliates just want to make money
- Good affiliates can promote any product or niche
- Go after affiliates in other niches and markets and see if they are interested in different
markets
Data Analysis
- Do Demographic Study on Your Customers

- Results Show Details About Your Customer
- This Will Allow You To Find Affiliates In Other Niches
- Cost Of The Study ($1,000 to $10,000)
Find affiliates already promoting to that customer and ask them to promote your offer
Payouts
- Payout Affiliates As Much As Possible

o Lead Generation
o CPA
o Revenue Sharing (Percent of a customer sale)
Never, ever, miss an affiliate payment
Take Initiative with Affiliates
- Have a dedicated affiliate manager

- Don’t put them on hold (make them important)
- Do something special for the affiliates
- Make promises to your affiliates and KEEP them
- Honor your commitments to affiliates
- Do everything you can to support your affiliates

- Get to know them and their families
- Weekly payments (the weekly wire)
- Regular and frequent communication with them
- Make sure to add value to your affiliates
- Go above and beyond
- Custom work for your top affiliates
- Get To Know Your Affiliates & what we is important to them
Constant Touching Of Your Affiliates
- Have A Database Of Affiliates
- Use a CRM system and a sales force to help stay in front of affiliates
- Know kids, birthdays, wives (get to know your top affiliates)
Reaching out to affiliates
- Let them know what’s going on with you and your business
- Split test updates (shows them you are working on your business)
What to do
- Short length of approval time

o They will not wait for approval and more importantly if they can’t get it from
you fast, they will go somewhere else
- Go Above & Beyond for affiliates
Name & Email = Sign up process, you can hold payment if you notice something
suspicious, but don’t make it hard for affiliates to sign up and promote you while
they’re still in heat.
Make it SUPER easy to be our affiliate
- Create Custom Landing Pages For Affiliates
- Banners, etc – make sure you get it for them

Key point: Affiliates are SUPER lazy so you need to do everything you can to make it
easy for them to promote you over the next guy
How To Get The Most From Your Affiliates
- Priority of your sales team

- How can you integrate your product into someone else's product or
service?
- How can we provide a product or service to them
- Free website for your customers when they sign up for hosting
- Leverage your big and well known affiliate relationships (ex Rich Jerk)
- Go back to your current affiliates and try to get additional sales
- Drive the relationship
o Get them to refer other affiliates
o Second tier commission for referrals
Stand out from the crowd (Nathan Painted MacBook Pro to top affiliates)
- One of the guys at the event talked about how he sent a painted Macbook Pro to
his top affiliate to get their attention
- Follow up with them early and often
Websites for gifts
- Uncommongoods.com
- Incrediblethings.com
- Bigchecks.com
Contests (RUN THEM)
- They always help drive more sales

- Cool and random gifts to the winners
Do Creative Things (Giant Sized Checks)
- Have them post photos socially by affiliates
Send affiliates notices when payments are made, even if they aren’t getting a payment.
That lets affiliates know that someone is getting paid and it isn’t them.

Direct mail
- Send them a direct mail piece to affiliate who are paid (even if paid via PayPal)
thanking them for payment

Session – 100 Year Business with Perry Belcher
This was an interesting session. Perry talked about how they are buying more and more
companies, or pieces of companies in the last few years. He started off by going over
their buying criteria for acquiring a company. He also talked about building a company
that can stand the test of time; hence the name – 100 Year Company.
100 Year Old Company
- We buy parts and entire companies

- Buy them with money or talent
Last year they reviewed 121 companies and ended up only buying 5 of them
Keep this in mind when starting a company
- Have an exit in mind when you start and sell a company

- Build a business to sell
Go into a business with a plan on selling it because you’ll never make as much money
in business than when you sell it.
Why we said no to over 100 businesses
- Lack of vision (Owners didn’t know who they were or what they wanted)
- Lack of leadership (Most common reason – weak leaders can’t run strong
businesses)
o When they buy the company, the leader stays in place and runs it for them
- Lack of commitment (aka no lifestyle businesses – business is hard, it’s not easy
and it shouldn’t be. People who want a lifestyle business don’t want a real
business.) Lifestyle businesses create income but they have no value to be sold
to others
- Lack of Scalability (needs to make X amount of money within 24 months)
- Bad or no numbers (no idea what’s going on in your business)

- Poor management (one-man shops, lack of depth)
- Flawed model (something about their business doesn’t work – too few lead
sources, only one supplier, etc)
7 main factors of great companies
1. Great leaders (a company needs a good leader)

o Fair
o Calm
o Inspirational
o Mentors
Leaders pass knowledge down and don’t hold on to what they do out of fear
2. Competitive Advantage
o Unfair Advantage
o Price (self-liquidating offer – have margins on the backend)
o What is the one thing people buy? Find a way to give that away, and then
compete on everything else
o USP (Unique Selling Proposition)
o Legal / IP (Intellectual Property)
3. Measurement
o What gets measured, gets managed
o Know your metrics
o Know your break-even point
o Cost to acquire a customer
o Products Performance
 Your products
 Your competitors’ products
o Employee Performance
 Net profit per employee
 Gross sale per employee
o Customer Success
 Does the customer use what you sell
 Does the customer come back again and again?

4. Seek Opportunity
- International Growth
- Cross Markets
- Line extensions
- Joint ventures
- Licensing to other companies
5. Have the ability to leverage

- Other people’s money
- Other people’s ideas
- Other people’s energy
- Other people’s trust
- Other people’s innovation
6. Genuine Ethics
- Who are you really?
o Charitable giving
o Employee success
o Vendor success
o Partner success
o Customer love
7. Urgency & Commitment

- How Driven Are You?
o Commit or Leave
o Money Loves Speed
o Speed Attracts Talent
o Talent Drives Innovation
o Innovation Drives Value
Can a company survive 100 years?
- You can’t do something once; you should do it over and over again
Equity Investors Network (the company they formed to buy these companies)
- 80% of business owners feel stuck

- Get a sit down and ask questions about their metrics
- Presentation – you’re in what we call “no-man’s land”

Reasons you’re likely stuck
1. Lack of marketing - #1 killer of small business growth

2. Lack of talent – top people usually work for companies that are growing
3. Lack of systems – this usually comes with good people – crucial to scale –
example: McDonalds
Marketing Options for MOST business owners
1. Learn It yourself – in a couple years you could be pretty good

2. Hire it done – Real marketing strategists NEVER work for a paycheck.
3. Partner – the ONLY real option for most businesses
Three ways to grow a company
1. Get more customers – overwhelming them with sources of traffic (SEO,

YouTube, LinkedIn, social media marketing, etc.
We typically triple new customer acquisition in 90 days or less
2. Raise profits per sale – immediate upselling, cross selling, bundling

(McDonalds example:- $1.91 cost to get drive through customer; $0.18
hamburger, $1.77 fries and a Coke – 8 times that of core sale
That’s why we typically triple transaction profits in 90 days or less.
3. Recurring customers – Boomerang Marketing – Constant Contact, Continuity

Billing (auto-billing is the very best method to increase frequency), Loyalty
Programs, Line Extensions (sell more of what our customers buy often)
See why we typically TRIPLE how often a customer comes back to buy?
Dynamic Business Growth – Show them the numbers - $1,000 a day x 3 times
customers x 3 times profit per sale x 3 times frequency = $27,000
The Better Part – Look who wants to buy our companies
Private Equity Firms – $2-3 million dollar companies – multiple set by gross (3-6
multiples), many times NO cash is needed – you don’t have to GIVE them money;
you just need to GET them money.

Mergers and Acquisitions Firms – $10 million dollar companies:- Simply
aggregate to $100 million to increase multiples (8-12 multiples)
Public Companies – $100 million dollar companies - (12x15 multiples) MUST buy
to meet street expectations, and have an instant way to double their money – always
looking to buy ($4 trillion available to buy companies)
Stock Holders – pays 25-30x multiple the very best day at merger.
See why it’s so easy to sell your business once it is past $10 million?
Mergers and Acquisitions is a SELLERS market.
Business owner - Are you happy where you are right now? Or would you rather have a
smaller piece of a MUCH bigger pie?
MOST business owners will make the deal. If not, refer them to someone who pays you
for leads.

Session: “Publishing Revolution” with Ryan Deiss and
Tucker Max
They started off Tucker’s presentation by playing this video from TechCrunch about how
he has started his own publishing company after his last book in order to get a bigger
percentage of the profits.
I also have read an article published by Tucker himself, talking about the same thing
here – click here to read the article
Under the old deal Tucker had, he got royalties of 7.5% paperback and 15% of
hardcover sales.
With the new model, Tucker gets 89% of net receipts for the author, 11% to the
distributor (Simon and Schuster)
Tucker has sold over 2 million books and made approximately $3 million from the sale
of those two books; the rest of the profit went to the publisher.
The problem he had is with those two books, he did all the marketing, press, etc., and
already had an established brand online.
Tucker believes that the Big 6 publishers are only good for printing and distribution.
Everything else Tucker does himself (marketing, for example) or has it outsourced.
Warehouses, Trucks, Distribution is what the big 6 publishers are good for and why he
uses Simon and Schuster.
Tucker recommends to build an audience and a voice first before even worrying about
publishing. The best way to do that is to build a website and a following online.
By starting online, there are fewer barriers to entry, and direct publishing to the masses
is possible.
Simon and Schuster offered Tucker a $1.5 million-dollar advance for 3rd book but he
turned it down in exchange for the Publishing Service Agreement.
- Instead of paying $1.5 million, they took no risk on him and mitigated his risk

Under the deal, Tucker had to pay for printing, distribution, and shipping of the books.
His payout went from $3.50 per book up to $10 per book sold.
Tucker said that this is not something a new author could do. In fact, you need to sell
about 250,000 copies of a book in a year to even be considered.
Tucker Max Background
- Law school at Duke (scholarship)

- Fired from his first legal job (summer intern)
- Turned down his boss for sex and told everyone about it (that’s what got him
fired)
- Went to work for his dad at his restaurant and he got fired in 9 months
- Kept writing funny emails to his buddies about everything that was happening
- Buddy told him to start writing more stories
- He would get emails from people outside his social circles, sending him HIS
emails back telling him how funny it is (that’s how he knew they were funny)
- Sent emails to publishers, etc., and they all got rejected and 1% of them told him
how horrible he was at writing
- Then he started a blog (one of the first) Here is a link to his blog – WARNING:
Very Graphic, Not Safe For Work, Or Anyone With A Soul
- Got sued by one of the girls in a story he published online
- He got a prior restraint ruling against his websites which forced him to take the
story down
- Attention blew up after word got out and he got his first deal to write a book
Lioncrest is publishing company with Tucker Max and Ryan Deiss and Perry Belcher
A published, printed author has prestige and respect over, say, a digital publisher
(marketing)
Tucker gives their publishing arm the ability to get in the room with the players and
Ryan and Perry make the deals. Essentially, Ryan and Perry are using Tucker’s deal
with Simon and Schuster to help publish authors.
Establish yourself via books as an authority in your niche.
Help a reporter out website looks for published authors when trying to find sources for
stories.

What brands and media (email list) can I build with these books?
He learned how to do all the steps when it came to promoting his stuff.
Here is how he did it
- Email list was a backbone and he emailed out new stories

- He gave a ton of high quality content for FREE to get people interested in him
- Zero barrier to entry to learn more about him (no forced email opt-in)
The Lioncrest Model (The Cult Method)
Book published as a traditional hardback book
Market the book as the self-liquidating offer
Establish email list
Establish products and brands
Here is how they do that
- In the first 10% of the book, you want them to be able to learn more and you
want to collect their email addresses.
- Link inside a Kindle book: it is clickable for the preview section of Amazon
When determining what your publishing route is, ask these three questions
1. What do you care about?
- Becoming a best selling author

- Wanting a lot of money
- Wanting the message to reach the masses

If you want to become a bestseller, then you …
- You have to be retail store (B&N)
If you want make money , then you …
- Have to have back end products, conferences, etc
If you want to become a spread a message, then you …
- Make them cheap and go to digital printing
Use one key printed book to establish branding and credibility
A bunch of little books in Kindle for specific keywords (splinter subjects) and get them
on your list, etc.
Tucker earned the media by using controversy gets their attention.
For this last book, he had celebrities do sponsored tweets with crazy tweets and got a
bunch of celebrities to post crazy stuff to their twitter feeds.
Book Tucker recommends: Trust me – I’m lying (Ryan Holiday Book)
If you find yourself in a popular or crowded niche - go away from their strength and
address the weakness.
Tucker uses comedy and storytelling to be engaging to the end reader.
Key Ideas
Long value chain
- Focus on creating the best stuff you can

- Your product will sell itself
- What will people care about
o 80% creation
o 20% marketing

People who buy their own way onto the best seller list
- You can cheat the system

- Niche/Boring books = cheat the system by buying a ton of your own books
This is how many Hardcover Non Fiction Books it takes to make the best seller
list
- 4,000 books sold per week

- 10,000 sales per week
Tucker said that people buy non-fiction books because of the potential return on
investment, while people buy entertainment books for enjoyment and laughter.

Session: “How To Write A Book” with Guy Kawasaki
Guy Kawasaki has written 12 books and recently has started self-publishing them with
direct input from his fans and readers prior to publishing them.
Here is a link to this Amazon author page
The Key Points On How To Publish A Book
Write for the Right Reason
Wrong Reason
- To make money
- Increase consulting
- Increase speeches
Right Reasons
- Enrich people’s lives

- Further a cause
- To meet an intellectual challenge
If you do the book for the right reason, the other things (money, consulting, speeches)
come to you
Why would anyone care about this book?
Styles
- Use Microsoft Word because it is the standard for publishers

- Use “styles” feature to keep book consistent. Write every day
Write every day for 1 to 2 hours
- Vomit out your knowledge and then edit and refine the vomit.

Build your marketing platform
- Earn the right to market to the books by giving them so much great content.
- You are a curator of content in your related subject.
- Google+ Communities Article – shares good stuff with the list and audience so
when the book comes out, they will accept the promotion
- Become a sector expert on your topic (positioning yourself).
- Write 1-2 hours per day
- Spend 30 minutes on social media interacting with fans/customers
Start with the simple path
- 51% of the business is on Amazon Kindle Focus on that.
Write it on Word, sell it on Kindle
Successful on Amazon – doesn’t mean it will be successful on other platforms
Tap the crowd
- Outline the book (2 months)
- Outline of the book on Google Plus and ask for reviews and thoughts on the
outline (Google Doc)
o They can only read the document, and post on the comments.
- Manuscript (content or copy editing)

o Guy gives the manuscript out to friends and interested parties for a full
review of grammar, spelling, etc., prior to releasing it.
o Put them in the acknowledgement section.
Guy then sends the completed PDF right before it goes live on Kindle and asks for them
to give a review of the book on Amazon

If any of you are interested in reviewing the book, he collects
- Name of your blog

- Blog address
- Tell me about the blog
Allows people to self-qualify and self-select to help him out.
The Crowd makes his books much, much better. 700 total strangers reviewed his last
book in PDF form and gave him 123 reviews on Amazon in the first 4 hours of it being
live.
Other ways to use the crowd
- Sourcing information from the crowd

-
- Sent an email to the people who edited and reviewed the book and asked for a
review when it launched.
Hire a copy editor
- Guy had 10 friends, 60 testers, and 2 authors review his book PRIOR to sending
it to his editor.
- The editor still found 2,800 changes (1,400 mistakes) before they published the
book
Hire a cover designer
- HIRE SOMEONE because people decide in seconds about the quality of your
book, based on the cover.
The chances you are a good editor, a good designer, and writer, all at the same time, is
ZERO
- Guy Kawasaki

Your cover is like HotorNot.com – people make a decision in just a few seconds
- Design
- Reviews
Test your ebook in various formats prior to launching
- How does your book do on publishing apps

- How does your book do on cloud readers
- How does your book do on tablets
Guy’s Suggestion: Buy one of every type of tablet to try out and see how it looks on
there.
Artisanal Publishing Hall of Fame
- Birds of America: James Audubon
- Leaves of Grass: Walt Whitman
- 50 Shades of Gray: EL James
Congratulations on accomplishing so much just by finishing these notes – You Did It!
If I can be of any help please feel free to contact me at

contacttimcastleman@gmail.com
Thanks.
Tim

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Session: “What’s Next” with Ryan Deiss

Session: “Post Panda SEO” with Eric Lancheres

Session: “List Banking” with Ryan Deiss and Chris Oyolokor

Session: “Traffic Hacks” with Perry Belcher

Session: “Conversion Hacks” with Ryan Deiss and Perry Belcher

Session: “Secret Selling System” with Perry Belcher

Session: “Let’s Get Physical” with Erza Firestone

Session: “Mobile Voodoo” with Ryan Deiss and Kamal Ravikant

Session: “Mass Local Traffic” with panel

Session: “Affiliate Armies” with Vincent Fisher and Mark Jenny

Session: “100 Year Company” with Perry Belcher

Session: “Publishing Revolution” with Ryan Deiss and Tucker Max

Session: “Keynote” with Guy Kawasaki

For more cool stuff check out http://www.timreallylikes.com

Big Shift #1 - Channelization of Everything

 If you want to sell eBooks - there's Kindle.

 If you want to sell products - there's Amazon web stores.

 If you want to get funding - there are Kickstarter.com and Angellist.com.

Someone has established a channel for everything.

No more cold starts. What used to be difficult is now a lot easier.

He was wrong for two reasons.

2. Discovery – A person who is passionate about something will go to niche sites to

Ecommerce is getting niched.

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The answer is because they all make money.

An athlete looking for the latest basketball shoe will go to another.

Niche channels flourish because of discovery.

Your Game Plan

Use these channels to build your own media.

This is how you build your brand.

Remember: a product alone does not make a business.

Big Shift #2 - Dollar Store Mentality

Most people don't.

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Your Game Plan

You can get more customers in several ways:

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Big Shift #3 - Digital Goes Physical

Traditional media is in trouble.

There used to be walls between content, commerce and community.

Those walls are coming down.

For example, take a look at the popular design site Fab.com.

For more cool stuff check out http://www.timreallylikes.com

In other words, Fab.com combines media + stuff to buy.

Your Game Plan

Combine media with the products you sell.

For more cool stuff check out http://www.timreallylikes.com

How Panda is Affecting You Right Now

Every website is assigned a "Quality Score" by Google.

You might be affected by Panda and not even know it.

Panda is here to stay

Website Quality Score

To determine your ranking, you can use this formula:

Panda Quality Score / 100 x old ranking factors = your rank

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On your contact page, it is best to include all of the following information:

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(Broken code examples: html errors, php errors, broken divs)

(Obsolete code examples: <u>, <center>, etc tags)

You can check the code on your site at validator.w3.org