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A True Story
I want to begin by telling you a story.
Its about a man who was a huge success and made his first million dollars right out of
college.
He built that into fifteen thriving businesses making multimillions of dollars a year and a
lifestyle most people dreamed about.
He had a big house, his own private airplane, a happy family and the belief that nothing
could be taken away from him.
Then one day in December of 2008, he heard a knock on his door.
Two men in suits with badges stood in front of him and they said to him the six words
that can terrify even the strongest person.
Were with the Internal Revenue Service.
They came into his house and sat him down. They told him that they were with the
Criminal Investigation Division and began to ask him questions. They asked him
questions about his business, finances, associates, and his family because this person
didnt come from wealth.
He answered whatever they asked him until finally he said to them, Why do you want
to know all of this?
And they answered, We cant tell you that.
Well, what have I done wrong? The man said.
They said, We cant tell you that.
If you just tell me what I did, Ill do whatever I can to fix this but Ive got to know what
it is you think Ive done. The man replied.
With solemn faces, they answered, We cant tell you that.
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Finally he realized he should shut up and get a lawyer before he said something wrong.
He asked them to leave his house.
As they walked out the door, they said, Fine but you should know that our investigation
could result in you ending up in prison for five years. Oh and have a Merry Christmas.
So the man hired a big tax attorney.
One of the top auditors in the country combed through the books of his company and
couldnt find anything wrong or had any clue what brought the IRS down on him.
The next few months of his life became a living hell and concentration on anything was
next to impossible.
His wife was close to a nervous breakdown. Sadly, she became suicidal. His kids didnt
know why things at home had changed.
Every day he wondered if this was the day he would be carted off to prison.
After several months, on a sunny morning in April, a letter arrived. When he saw the IRS
logo at the top of the envelope, his hands started to shake.
This is what the letter said, You are no longer subject to criminal investigation by our
office regarding your federal tax liabilities for the years 2005 to 2007. However this does
not preclude re-entry by criminal investigation into this investigation.
He showed it to his attorney who said In all my practice, Ive only ever seen two of
these. What you have here is a golden ticket.
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With this in your hand, you can get out from under this whole ordeal. Its not a get out
of jail free card.
And they can come after you again, anytime they want, with no warning, and with no
more explanation than you got the first time.
But the question is are you willing to do whatever it takes to make sure that this never
happens again to you and your family?
Desperate, the man replied, Ill do anything.
His lawyer then said, Youll have to lose everything. Youre going to have to bankrupt
all your business and cut all your business ties. Stop doing everything youre currently
doing. You cant be associated with anything the IRS might have been investigating.
You will have to start over from nothing. You will not be able to have a continuation of
anything youve ever done in all your fifteen companies.
This was not what the guy wanted to hear.
He was mad, pissed off, scared and depressed but he had no choice.
Just one condition, he told his attorney, I wont leave my employees or merchants
holding the bag no matter what.
So dipping into his own personal pocket, he paid everyone that he owed and
bankrupted all his hard-earned fifteen companies. He said goodbye to his wealth,
career and livelihood. He was finally free and he was broke.
And one more thing you should know, that guy was me.
This entire story is absolutely true.
I shared this story with you because I want you to know that when this happened, I lost
everything. I watched all my dreams go up in smoke. I watched my plane, which was a
childhood dream, and all my companies sold in auction. Almost overnight, I went from
being wealthy to being completely broke. I went from making over $20 million dollars a
year (just by using the internet) to making nothing. Perhaps you are reading this report
because like me, you have been forced to start over, for whatever reason. When I lost
everything, I was where many of you are right now but I had a burning desire to provide
for my family, to create a good life for them, with a nice house and a solid future for my
children.
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Matt Bacak
P.S. To this day, weve never found anything amiss in any of my businesses. Since then,
the IRS has never explained to me what they were investigating. I have received no
further communications from them in any way.
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The Formula
Heres step by step how to get big results online fast. If you havent started taking notes
or highlighting text, this is where you start.
Im going to share with you a formula and this exact formula is what I used to make $2.1
million dollars online in one year.
Disclaimer: Im not a mathematician. My math is Matts math. (My wife Stephanie says
my formula is mathematically incorrect and if youve ever taken a beginners algebra
course, youll know shes right.)
The formula is
X + X + X = $$$
Its really that simple.
I came up with the original formula while at my company I owned before the IRS came
into my life.
The company was called Frontier Marketing. We were doing about $3.2 million dollars
in that company alone and my other 14 companies were doing millions of dollars as
well.
While running Frontier Marketing, I came to understand my business model by breaking
it down into Xs.
Frontier Marketings business model, in the simplest terms was X + X + X = $$$.
The three Xs were CD + Scheduler + Events.
I had page where people filled out their information to get a free CD. Once they filled
out the information, a scheduler would then pick up the phone and call them. The
scheduler sold them an event, where they would show up and learn from a guru, me.
So this model at Frontier Marketing was a guru business model.
After the IRS came, I knew that I couldnt use any vendor I used before and my attorney
advised me to not sell any of the products I previously sold. So I said to myself, I cant
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For instance, if you have a plumbing company, when you break it down to its simplest
form, you get three Xs- phone calls, appointments and completed jobs. It looks like
this phone calls + appointments + completed jobs = $$$.
One thing to take into consideration is that the formula wont work if any of the Xs
equal 0.
My assistant and a couple of my students have corrected me on my formula saying it
should be X * Y * Z = $$$ because if one of the variables equals 0, then the whole
formula equals 0.
Mathematically, they are correct and if it helps you to understand this point, please
think of it that way in your head as you read along.
The fact is that you cant get clicks unless you have subscribers. You cant get EPC unless
you have clicks.
The formula wont work if you have a 0 in any part of the equation and also if the
second X is not higher than 100. (Well discuss why the second X must be higher than
100 in an upcoming chapter.)
Over these next few chapters, we are going to delve deeper into the three Xs so you will
gain a complete understanding of how these three things are going to make you money
but first, let me explain what you need to get started.
Power Pointers
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There are two things to keep in mind when choosing an autoresponder- statistics and
deliverability.
Choose an autoresponder that shows you all the important statistics. To have a
profitable business, you need to know your numbers and that includes how many
people on your list are opening your emails, how many emails bounced, how many
complaints you have, etc.
Deliverability is an important aspect in deciding on an autoresponder because if your
autoresponder isnt delivering, youre wasting your money. Once again, check on
review sites and see what people are saying about the autoresponders you are
considering. Find out what statistics youll be able to view and the deliverability rate of
each provider.
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(I call my computer the ATM machine and my wifes computer the Vault.)
This is what an opt-in page looks like. Its designed to get people to opt-in to your email
list. This form is created by Get Response. So when people fill in this form, theyre going
into my Get Response account so I can send an email out to them.
When Im at my land, I use an Get Responses app they have for mobile devices. I can
login to my Get Response account and push send. Its kind of cool. I can be anywhere
and still make money.
The trick to creating an opt-in page that will interest people in giving you their email
address is to give them something valuable for free. My go-to product to give away is a
report or a PDF with valuable information. You could also give away an audio file, a
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Purchase a domain
Purchase hosting
Find an autoresponder
Set up an opt-in page
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Power Pointers
Heres what you need to do to get started:
Purchase a domain
Purchase hosting
Find an autoresponder
Set up an opt-in page
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Subscribers
The first X in the formula is subscribers.
A subscriber is a person who fills out their email address on an opt-in page. They are
opting in to your list to receive the free gift you offered and to also receive further
communication from you. Without a converting opt-in page, you will have no
subscribers. If you have 0 + X + X, it will equal 0 dollars. You must get subscribers to
make the formula work.
In order to get a great converting page, you need to split test. Split testing, sometimes
called AB split testing, compares the effectiveness of two or more webpages to see
which one gets a better response.
Sadly, you must split test yourself. Anyone who split tests well is doing it for themselves
and not offering their services to the public.
I personally use Google Analytics to split test. Inside it, they have a feature called
Content Experiments, which allows you to test and eliminates the guesswork of
designing your website. It allows you to test variations of your page so you know which
design leads to the most conversions. In our case, a conversion is someone who opts in.
Thats how we get subscribers.
When I do my testing, I split test radicals first. Radicals are two radically different looks
and feels of a webpage.
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For example, two radically different pages would be one page that is the prettiest page
youve ever seen and one page that is the ugliest page youve ever seen.
The pretty page is one I would want to show my mom or my grandma. The ugly page is
so ugly that I would be embarrassed to show anyone, especially my mom or grandma.
Why would I split test two pages that are polar opposites of each other? Its because
when you split test radically different pages, you get radically different results.
The way Google Analytics works is that it drives traffic to each page by sending the first
person to page A, the second person to page B and the third person to page C. Then it
repeats the process, starting over at page A. Once I review the results, I can identify the
winner, which we call the control.
Split testing is essential in determining your success as an internet marketer. Many
internet marketers do not split test and they are missing out on valuable information
that could help them to make more money. Lots of internet marketers will tell you that
they split test but really, they are optimizing by tweaking something small, like the color
of the font or the size of the picture. The key in split testing is split testing radicals.
To give you a better understanding of split testing and radicals, I want to share you with
you my favorite gun.
This gun is called The Judge. I bought this gun to protect my children when we go out to
our land. We often run into rattlesnakes and other animals. Out of all the guns I own,
this is my favorite.
In the picture above, notice the ammo laying beside The Judge. The smaller ammo is a
rifle bullet. Heres a close up.
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Now, all internet marketers have the same gun. For our purposes, we will say that all
internet marketers use my gun, The Judge. The gun represents an autoresponder. No
matter what autoresponder someone uses, basically they are all the same. So every
internet marketer has the same gun, an autoresponder, but every internet marketer
uses different bullets.
If you dont know how shotguns work, when you shoot, it sprays this stuff. Its big
widespread stuff. However, if you shoot with a rifle bullet, it will hit a small defined
area. Most internet marketers use a shotgun shell. But I use a rifle bullet and you
should too.
When most internet marketers shoot, they place the shotgun shell in the gun. They
shoot and these pellets go all over the place. Theres only one pellet in the middle.
They say, I hit the target! It works!
But they dont know which pellet actually hit the target. They think I used this gun and
shot. It hit the target but they dont know exactly what worked.
Over a short period of time, they have changed different things on their page, tweaking
something small here and there, without tracking the results. When they see an
increase in their subscriber rate, even if its just a small percentage, they think theyve
hit the jackpot. The sad truth is they have no idea how they increased their conversions
because they were not split testing.
Continuing with the gun analogy, I grab my gun and put in the rifle bullets. I aim and
then shoot. If I shoot and miss (have a low conversion rate), I go back and try it again
with a second bullet (a radically different page). Once I hit the target, I go back and do it
again. The difference between them and me is that since I shot with two or three
separate rifle bullets (radicals), I know exactly which one hit the target.
Now after I split test three radically different pages, I split test variations of the winner
A slight variation would be changing the headline or changing the background colors. A
slight variation to the page is optimization. (If someone tells you to change the
headlines to split test, theyre an idiot.)
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Variation 1 has a 50% conversion rate and variation 2 has a conversion rate of 46%.
Lets do the math here. If I send 100 people in to variation 1, Ive got 50 subscribers. If I
send 100 people to variation 2, Ill get 46 subscribers. So which conversion rate is the
highest? 41%, 46% or 50%? Duh. 50% is the highest. Weve got our new winner.
100% is what you always want to aim for when split testing. Its an ideal because we are
not actually going to hit 100%. Yet we must always keep striving to get as close to it as
we can. It takes a little bit of time in the beginning but the harder you work at it, the
more you split test, the more money youll make.
One of my students, Sharvin Exubrio, had this to say about split testing- Split testing is
so important. We put a lot of effort in coming up with our websites, autoresponder
messages, sales pages, etc. so its easy to justify to ourselves why we feel our conversion
should be fine. But the truth is, it may not be the case from the subscribers point of
view. And thats the only point of view that matters.
She hit the nail on the head. The only view point that matters is the subscribers and the
only way to know what your subscribers think is by split testing. Dont fall into the trap
of thinking you know whats best for your list without undeniable proof. You will miss
out on opportunities to obtain subscribers when you let your pride get in the way.
Base your decisions on the brutal facts.
After I split test my page and find the winner, Ill have opt-ins. These opt-ins are now
my subscribers. These are the people I will send emails to, offering them products
and/or services. What happens when you send the email is what brings us to the next X
in the formula, clicks.
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Power Pointers
A subscriber is a person who fills out their email address on an opt-in page.
To get a great converting page, you need to split test.
Split test radicals. Radicals are pages that are radically different from one
another.
Base your decisions on the brutal facts.
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Clicks
The second X in the Fastest Way Formula is clicks.
A click is when one of your subscribers on your list clicks on the link in your email swipe.
To get clicks, you must send emails. I earned $2.1 million dollars by sending emails with
affiliate offers.
When you mail an affiliate offer, you are sending out other peoples products and
services to your list and when one of your subscribers purchases, you make a
commission off that sale. These affiliate offers are available directly from product
owners or various networks like Clickbank or Warrior Forum.
If you arent sure where to find affiliate offers to mail, go to Google and type in internet
marketing and you will find a ton.
How do you make money from an email list?
You send emails.
Heres a mantra I want you to repeat to yourself daily.
Find an offer, mail an offer. Write it down, tape it to your wall, put it on your fridge, get
it tattooed on your forehead. (Dont really tattoo your forehead!) Every day you dont
mail, you lose out on opportunity cost.
The best way to explain opportunity cost is by thinking of a hotel. At the end of the
day, if a hotel room was empty, they lost an opportunity cost. In the same way, if you
dont send an email today, you lose out on the opportunity of making money today.
One of my clients mentioned some of his personal troubles to me and I want to share
with you the story of what transpired.
After many years of being happily married, his wife came to him and said, If you dont
start making money, Im going to leave you.
He was devastated. He truly loved his wife and wanted to provide for her.
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Writing your own copy doesnt have to be daunting or scary. Im going to walk you
through how I write copy.
You can use these same tricks and techniques to create copy that will get your
subscribers to click.
Whenever Im coming up with a subject line, I do a Google search for Google adwords.
I find out what headlines are winning.
Then I play around with the wording a bit and use them as my subject lines. I know that
if theyre using that headline, its already been proven to work. I grab five radically
different ones to make into subject lines and then I split test them.
Next, I have a team in the Philippines that sends me the data from the results. I then
have instant user data of what people are reacting to and what theyre not reacting to.
After you come up with some subject lines, you need to have an email to send.
Personally, I like to create my own swipe files and the easiest way to do this is by looking
at the sales letter for that product.
Heres how I taught the guy in my office who mails for me.
Watch where the flashlight shines. The flashlight shines on areas in the sales letter that
stand out.
For example, on one of my WSOs that I came out with last year, there was a flashlight on
the following words. Google updates their algorithms with a zoo animal name like
Panda and then you watch your websites and blogs drop in rankings. Then you go broke
because you dont change control. Google does, they have you by the kahunas. So
when Im writing an email sequence (a series of emails sent out to promote a product),
that might be my first email.
After I type that up, Ill include a call to action. A call to action is a part in an email or a
sales letter, that urges the reader to take immediate action. In this case, the call to
action will be something like buy now or click here.
Now you may be wondering why I chose that particular phrase, why the flashlight was
shining on those words.
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Power Pointers
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You may have a lot of clicks but only a small percentage of those clicks will actually
result in a sale.
If that small percentage only purchases one item, your EPC will be low.
On the other hand, if you have a lot of clicks and a small percentage of sales, yet those
who bought purchased multiple items, your EPC could increase dramatically, resulting in
your earning more transaction.
Heres some simple math. If you had 100 clicks with a $1 EPC, it would be $100 a day.
That would be $700 a week. 1000 clicks at a $1 EPC is $7,000 a week and then $30,000
a month. Thats how the numbers work out.
However, youll never get clicks unless you get subscribers.
If you dont get subscribers, then this whole thing doesnt work.
If you dont push send, youll never get a click so youll never make money from them.
If you dont find offers that work or convert, EPC, youll never make money. Those are
the three key elements to make this happen.
When it comes to EPC, there are three different types of offers.
There are pures, hybrids and biz ops.
Biz op offers are usually over at Clicksure or Scamsure as I like to call it.
An example of a biz op offer is one that promises if you take this special pill, you will
magically lose 100 pounds.
An example of a pure offer is work your butt off, walk every day and eat right to lose
weight.
A hybrid bridges the gap between the pures and the biz ops.
Clickbank offers hybrids that lean a little closer to the biz op world.
WSOs, which is a Warrior Special Offer, found on Warrior Plus, are typically more
towards the pure side.
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Power Pointers
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The line of clickers, or the Click Bar, is the straight horizontal line. When you get more
subscribers, you move the Click Bar up and get more clickers. It looks like this.
After you get subscribers, you have to get clicks. Your subscribers dictate clicks and
clicks dictate EPC.
To increase your clicks, increase your subscribers. How do you increase your
subscribers?
Traffic. If you dont have people opting in, you dont have subscribers.
So lets go over a couple of free methods you can utilize to get traffic and one paid way I
personally use every single day.
Free traffic method number one is making a list of all the keywords or search terms that
people in your market would be searching for.
Find the top ranked blogs, forums and question and answer sites where those keywords
are showing up.
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I purchase solo ads from several different places. One place that I buy from is called
safe-swaps.com. Safe Swaps is a platform to buy and sell solo ads. You can register an
account for free if you only want to purchase solo ads. Your account will be slightly
limited but you can still purchase as many solo ads as you want without any trouble so
there is really no reason you should get a paid account.
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Buy 100 clicks or the lowest package first (So if the lowest they offer is 250 clicks,
thats the one Ill buy.)
Make sure you are purchasing unique clicks. (If you, me and my friend Shawn
click on a link two times, thats 6 raw clicks but only 3 unique clicks.)
Give a transparent email. Go to this page and get the free report by opting in.
When Im paying to get clicks, I want to make sure they are working hard to get
those clicks. I want to make sure that the clicks Im getting are qualified and
know what theyre getting themselves into when they click.
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If the solo ad you purchased goes well, go bigger. Buy a bigger package. After
thirty days, if that goes well, buy the max amount offered. Then, if that works
out well, set up to buy from that provider monthly.
Build a relationship with the solo ad providers you are purchasing from. Find out
how often they are refreshing their list with new subscribers.
Now if you dont want to invest money into getting traffic, invest your time by doing
swaps.
To get anything you want in life, it will take your time, money or both.
A great place to do swaps with other list builders is through Safe-Swaps.com. Its truly a
great site!
A swap is when two parties agree to mail out each others offer to their list for the same
amount of clicks.
For instance, if me and my friend, Shawn, do a swap and decide to do 100 clicks, then I
will sent out his offer to my list and he will send out my offer to his list. We are each
guaranteeing that we get the other person 100 clicks.
After you get subscribers to your list by using the paid or free traffic methods, then you
need to get clicks.
Your first goal is to get to 100 clicks.
Why? Its because all the numbers make sense at 100 clicks. Your second goal is to get
to 1,000 clicks.
A lot of the big name players in the industry are at 1,000 clicks and some send more but
if you get to 1,000 clicks, youll be better than the average internet marketer out there.
To increase your clicks, you can do several things, one of them being to increase your
subscribers, which we just discussed.
The second thing you can do is by using your subject line at the end of the redirect link.
If your subject line is 100 Dollars Next Week, then your link at the end should be
/100DollarsNextWeek. The reasoning is if the subject line got them to open up the
email, it should get them to click.
The second way to get more clicks is by using a blind email. Remember earlier when I
mentioned transparent emails. A blind email is the opposite. The purpose of a blind
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To this
Power Pointers
Subscribers are your gas. Clicks are your pedal. EPC is your steering wheel.
Increase your subscribers by getting traffic.
To get anything in life, it will take your time, money or both. When getting
traffic, you must determine how you want to pay- by your time or your
money.
Your first goal is to get 100 clicks. Your second goal is to get 1,000 clicks.
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Final Thoughts
I received an email from one of my clients the other day, updating me on her progress.
She wrote, I love the Fastest Way Formula. Its so simple and easy to use. I always
remember the three Xs and I am constantly asking myself, How can I increase the X?
and If do this or that, how will it affect an X?
Increasing any X in the formula will equal more money in your pocket. The best place to
start increasing Xs is with the first X, subscribers.
Over time, your list will need to be replenished with more subscribers.
Like we talked about in chapter nine, the longer you sit without mailing or the more you
mail, the fastest you will run out of gas (subscribers). To keep playing the game, you
must consistently be adding subscribers to your list.
As you become more skilled in building your list, you may find yourself wondering how
much to spend to get subscribers on your list.
The answer is an easy concept to understand and you may already be familiar with it if
you have a business background.
China Dave, who definitely understands operating businesses, had this to say, I think
my average EPC is around $0.50. That number will determine how much money Im
going to spend on building my list. I can spend as much as I want to up to $0.50 to get
subscribers. Sometimes I will even spend more than that because its not necessarily
about getting my money back the same day. It comes down to the lifetime value of my
customer.
Its not so much about how much it cost to get that customer but how much that
customer will pay you over time.
If you paid $50.00 for 100 clicks ($0.50 per subscriber) and you made $1000.00, thats
20 times return on investment.
Was it worth it to spend the $50.00 to get $1000.00? You bet it was!
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Once youve got subscribers on your list, consider two things when picking offers for
your email sequence.
The first thing is to look for membership sites or re-bills. I love membership sites and rebills because you mail once and make money for months to come.
The second thing to look for is high ticket items.
Many people miss out because they think their list wont purchase something priced
higher. Trust me, they will.
Give them a wide variety of offers to choose from. Your sequence should have low
priced items, starting at a couple bucks, going all the way to high priced items, ranging
anywhere from $500 - $3000.
Another way to make more money is by creating your own product. After two years of
making money mailing affiliate offers, I went to ClickBank and created my own product.
I crushed it on ClickBank. How? By first finding affiliate offers that worked and made
the most money. Let me explain how easy it is to figure out what products you should
be creating, if youre interested in creating your own product.
When we go fishing, we use a fish finder. It finds where the fish are. Bet you couldnt
have figured that out on your own, right? You throw in your line and catch the fish
easier by using it. I do the same thing when I send out affiliate offers. If I notice an offer
about Facebook works, then I go and find another Facebook offer. If Facebook is
working, that tells you that you should go create a product about Facebook yourself.
Most people make the mistake of thinking up a product without knowing if its going to
work.
If you mail and it works, guess what you do? Instead of making 50% commissions
because most affiliates charge 50%, create a product and make 100% commissions.
Why waste your time and energy creating a product that will never sell?
Use your email list as a fish finder to find the things that will sell. Find out which one
works. Use that data and create something similar to it. You can then bank 100% of the
profits. Now youve turned your EPC from 1 dollar to 2 dollars. You keep 100% of the
money.
Let people vote with their wallet by what they purchase. If you think that one day
youre going to create a YouTube course, go find affiliate products for YouTube. Find
the top selling offers and send it to your list to see if your list wants to buy that. If they
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Nothings better than waking up in the morning when you have 61 orders stacking up
every time you look, telling you that someone has purchased your product again.
When you use affiliates, you have to log into your account but when you create your
own product you can login to your email and see how much youve sold.
On the other hand, there are some people who say they dont want to sell something
unless its their own product.
Thats stupid.
Strictly by selling other peoples stuff, I made 2.1 million dollars. Thats a lot of money
deposited into my bank. I didnt have to handle customer support. I didnt have to
handle the transactions.
I didnt have to handle anything! I just literally sold other peoples stuff. Its a great way
to get started. The other reason I like sending out other peoples products, or affiliate
offers, is because I know I cant produce everything for everybody. Theres not enough
time.
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If there is something I know my list desires and I cant produce it, I can go and find it.
Lastly, to make more money, you must mail every single day. I know Ive already
mentioned this but its so important, I want to repeat it here.
Every day you mail is an opportunity to make money. Dont miss out!
Power Pointers
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If you're sick and tired of watching money fall in the lap of others, while you fall
behind, then this could be the turning point in your life.
Right now... this very minute, an incredible, ultra-lucrative opportunity awaits
YOU, and you want to seize it now!
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