3 The 4X Profit Method

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Lee McIntyre’s…

Inside Out / Upside Down

Workshop Transcripts

“The 4X Profit Method”

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I know you’ve got feedback forms in your desk and I appreciate you filling them
in. What I would say to you, because I want you to get the most value from the
event, is put them to one side for now. Don’t worry about it because you’ll be
distracted. I’ll come back to them at the end of this session. I can see some people
starting to fill them in. I appreciate the effort – just put it to one side.

One of the things that I find in my business is I used to like to try and do a lot of
multitasking. I still do. It’s a real problem. People tell you that multitasking is
good and say you can get a lot more done but personally, I don’t find it effective.
I know that if I’m listening to a webinar at home, and I’m also watching the telly,
picking my nose and making some notes or whatever, I can’t really concentrate.

I think I can but I can’t. I want to try and give you the most value. So make sure
you’re paying complete attention to what we’re going to go through in this
session. It’s really important. Has everybody enjoyed the first couple of sessions
so far today? I want to try and do more of the same.

When I planned this workshop, there were a couple of different avenues that we
could’ve gone down. The easiest avenue in the whole world and probably the
most lucrative, to be frank, would have been to invite in some outside speakers
who could give a decent presentation and then could suck some money out of the
room. Who’s been to a workshop like that where people just sell to you?

That would be pretty lucrative because to be fair, I’ve got 60 people in the room
who are motivated, passionate people who’ve got motivation to solve their
problems. So I could’ve done that. At the end of the day, I will have a special
offer from my E-mail Marketing Black Book and it’s a tiny part of the day. That’s
it. The other thing I could’ve done it was to get people into everything that I was
trying to sell.

I’ve told you the reason I didn’t want to do that was because I was trying to
deliver value and I’m going to continue to do that in the afternoon. I just want you
to be aware of that. We’re really pulling out all the stops to try and do this
workshop. The other reason why that’s important is: who’s been to a workshop
where people sell to you every hour and they talk to you about completely
different, unconnected topics, so that you go away a bit confused?

That’s it, exactly. I could’ve invited people in today to speak and I did consider it
but I was actually trying to put your interests ahead of mine. If I would have
invited some outside speakers in, I could have people selling to you every hour
and I would have been guaranteed to make a lot of money. Some people are really
effective at selling from the platform.

We all know those people but I also know that you would have gone away being
confused. That is because someone would have talked about e-mail marketing and
somebody would have talked about traffic. Somebody would have talked about

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affiliate marketing and so forth. What I’m actually trying to do is I’m trying to
structure the event in an incremental way.

This morning I presented an overview of my business and seven rules that govern
my business. We’ve then gone on to the Seven Rules of Momentum. This
afternoon, we’ve gone on and looked at price stretching and the difference
between front end and back end. What I want to do in this session is something
that I call “The 4X Profit Method.” This is how we can create products really
quickly and how we can get maximum value out of every single product.

I’m trying to layer this session on the previous session because the previous
session was all about how you need to have lots of products, you need to have the
front end, and you need to have the back end. In this session, I want to give you
some proven strategies for creating the products quickly and in the final session
today, we’re going to look at some e-mail marketing.

We’re going to do a session called “Deep Connection Dynamics,” where we look
at how to get really tremendous results. In fact, this will show you how to get a
400% increase in your e-mail marketing with very little effort. We’re going to
look at that in the final session. I’m trying to build on every previous session so
that you don’t go away feeling confused. That’s the intention.

Tomorrow, we’re going to build on that some more. We’ll look at how to drive
affiliate traffic and then how to automate your business and I’ll show the
strategies that I used to hire Abby. I think you’re going to be really impressed by
that. It’s something very, very different that we did, which was really cool for us.
We’re building on it and hopefully by the end of the second day, you’ll see how
my business works. You’ll kind of have a framework to go away and implement.

I didn’t want to give you lots of different, random topics. There are loads of
different things I could talk about, but this session fits nicely on the previous
session. I hope that makes sense to you. We’re going to talk about something
called “The 4X Profit Method,” and this is all about how to create products really
quickly and have four times extra profit from each product without doing any
extra work.

On the screen now, you can see a screen shot of a product called Grab Your
Lifestyle. How many people have heard of that product? That’s almost everybody.
Grab Your Lifestyle was an interview I did with Terry Dean. He’s somebody I
respect a lot. I really like Terry Dean and he’s a really good guy. I speak to him
quite often. We did a lot of joint ventures together as well. How many people
know Terry Dean? That’s quite a few people.

He sold his business a few years ago for millions and he is very successful. I did
an interview with him, maybe a year ago and we called it Grab Your Lifestyle.
The reason I’m showing you this slide is because I know that a lot of people are

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completely intimidated and daunted by the idea of product creation. I wanted to
illustrate to you the kind of impact and the effect you can get from creating
products quickly and easily. How long do you think it took me to make this
interview product, for those people who like statistics? Any idea?

Participant: A couple of hours.

Lee:

Yes, a couple of hours.

It literally took me about 20 minutes to prepare some questions in advance. We
decided on a theme initially. The theme was How to Automate Your Business.
Terry is somebody who’s automated his business really well. I’ve learned a lot
from him. So we did an interview on how to live the Internet lifestyle by
achieving automation in your business. We picked a theme. When you’re having a
product, you always want to make sure you’re solving specific problem like we
talked about earlier.

So this product was going to solve the problem of how to automate your business
and stop working so much. I spent 20 minutes writing the questions, just cranking
them out. Now if you’re not familiar with creating interview products, there’s a
good chance it might take you longer than 20 minutes and that’s reasonable.
Nathan, if you don’t mind me asking, how long did it take you to create the
questions for the interview we did last week?

Nathan:

About 45 minutes.

Lee:

Okay, 45 minutes. How long was the interview itself?

Nathan:

An hour.

Lee:

An hour.

Nathan is a customer of mine. He spent 45 minutes preparing questions and he
managed to spend an hour creating a product. Then in a two hour period, a
product was created. That’s exactly what I did with Terry Dean. Put your hand up
if you think you’re completely incapable, you think it’s impossible to create an
interview product with somebody. Put your hand up if you think it is possible to
do that. Of course it is.

Put your hand up if you don’t currently have a front-end product you’re selling.
How many people are not currently doing that? What I would strongly suggest to
those people is to use the model to make money online. I’ve given you that model.
That model is to create a low-priced information product, and deliver massive
value. If you don’t have a product, what you want to do is find your market and
follow that system I’ve given you. You create a product quickly.

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During this session, I want to show how you can create products very, very
quickly. This particular interview with Terry Dean took an hour to do the
interview, or maybe like 70 minutes actually. I took 20 minutes to write the
questions. After I did that, I added in some jingle music that took me about 10
minutes. In fact, James actually handled the jingle music, but it could’ve been me.
Do you see what I mean?

The whole project took about three hours and we wrote the sales page in one hour.
For $10 products, you don’t need to have a fancy sales page. We sold hundreds
and hundreds of copies. Then we actually spun the product to get a different
benefit from it. We actually used a different type of squeeze page that we call in
our business the “free hook” squeeze page, and we gave the products away for
free.

So now we get an additional benefit. We’ve done this one product, we sold it for
$10 and now we’ve started giving it away for free as well. We’ve actually given
away about 26,000 copies of this product in the last six months. Twenty-six
thousand people joined our list, downloading this product. That’s a lot of people.
This product led into a continuity offer of ours. That particular continuity offer is
going to gross us more than a million dollars this year. It grosses over $100,000
every single month and it wouldn’t have been possible without this interview.

This interview took two hours. Who thinks grossing a million dollars for two
hours worth of work is a pretty good return? Now, obviously, there’s more than
two hours worth of work involved, but the point I’m making is this product led to
massive results in my business and it took me two hours. I’ll tell you right here,
right now, that everybody in this room could go away and create a product super
fast.

The product doesn’t have to be anything that takes you weeks and months to
create. If you’ve attended this workshop, if you came to me and said, “Lee, I’ve
traveled all the way from Dorset to come to your workshop, I stayed in the hotel,
it was great to meet you. I think you’re brilliant,” and you say, “Can I interview
you?” the chances are I would say, “Yes.” So why don’t you do that? Nathan did
it. Nathan, when you approached me for an interview last week, were you worried
I’d say no?

Nathan:

Sort of.

Lee:

What was it that made you do it in the end?

Nathan:

No, you know—like you say, it got me uncomfortable.

Lee:

Are you glad you did it in the end?

Nathan:

Yes.

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Lee:

Cool. Nathan’s got a product he’s going to sell out for $10 or he’s
going to give away or whatever. It’s really cool stuff. There’s
nobody in this who could approach me if you did it right and I
would say no to. You’ve got to do it right and Nathan did it right.
Nathan, we’ve got a system. Did Abby ask you lots of questions
before we said yes?

Nathan:

No, actually, at that time it was James I got in contact with. I don’t
think Abby had gotten with me at the time.

Lee:

Okay.

Nathan:

So I was speaking to James and then it switched over to Abby.

Lee:

Cool.

We have a system in place if someone approaches us for an interview. Generally
we sayyes because they’re customers. We like to help out our customers but we
have some criteria and stuff which we are going to talk about. I’m actually going
to give you a system during this presentation on how to create products really fast.
Now, if Nathan can do it, then why can’t you do it? If I can do it, why can’t you
do it? There’s absolutely no excuse.

This is a product called Beginner’s Mastermind and there are copies over there on
the table. We’re selling it for $47. It’s a DVD product. I woke up on a Sunday
morning. I think it was raining. I was in Manchester at that time with James and I
decided I wanted to do some work. I sat down and thought to myself, “What’s the
maximum value I can create today?” I came up with the idea of creating a product
out of thin air.

So I downloaded a PowerPoint theme. I made about 25 slides, or maybe a bit
more, and I recorded myself starting a business. I started with making money on
Click Bank and making sales. It took me an hour to download the PowerPoint and
write the slides, plus it took me about an hour to think about it in advance as to
what I was going to teach, and an hour to record.

At the end of that period, I put it into Sony Vegas Pro. I’ve never used that
software in my life and it probably took me about three hours to figure out Sony
Vegas Pro. Now, I would have gone and outsourced that but at that time, I did it
myself. I figured it out from scratch and then I wrote the sales copy. By the end of
the day, the whole thing was done and dusted and ready to go. We’ve sold
thousands and thousands of dollars worth of this product.

You can create products really, really fast. I wanted to give you some examples of
how you can do that. The interview product was an interview with Terry Dean. I

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interviewed him on Skype and we used an inexpensive, paid software tool called
Pamela. You ought to write that down. You can search for Pamela for Skype. I
think they’re charging 20 Euros or something like that. I might be wrong. It’s
Pamela for Skype.

Participant:

They have a 30-day free trial.

Lee:

A 30-day free trial, that’s excellent.

It basically allows you to record your cell phone conversations. So you could
literally call me up, record the conversation and you’re good to go. You then want
to get it transcribed to make sure you’ve got the most value and you are
leveraging your success. So in terms of transcription, let me give you a couple of
resources that I use. I use a company called Transcription-Team. Graham, do you
know the URL?

Graham:

It is

www.Transcription-Team.com

Lee:

Cool. It’s

www.Transcription-Team.com

but if you do a search for

Tara Needham Transcription, you will find that.

We’ve got a membership area so, if somebody reminds me, I will make sure that I
add that resource to the membership area. They are really good at transcriptions.
You can create these products quickly. Beginner’s Mastermind was done with
PowerPoint and Camtasia. You can download a 30-day free trial of Camtasia. It is
the best screen capture software.

The microphone that I use now costs about $30. James, do you know that name of
the microphone that we use? It’s the Logitech one, isn’t it? Can we make a note to
add that to the membership area? Just make sure you write that down. We use a
$30 mic. It’s inexpensive but it produces really crystal clear sound.

Participant: Is that wireless?

Lee:

It’s a wired one. Yes it’s a wired one but we might get a wireless
one in the future.

The point is, you don’t need to spend a fortune on this stuff. The first mic I had
last year was like seven dollars from Argos. So you can literally download a free
trial of Camtasia. You can go and get a mic from Argos. I literally think we paid
$6.99, and you can start creating products today. This is how fast it can be done.

The only thing holding you back is your fear. So if you’re in the market to show
people how to achieve a result, just think to yourself, how could you lay out that
information in a format that people are going to want to buy? If you’re showing

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people how to lose weight, give them a seven-step plan to lose weight quickly.
What would be the seven steps?

It could be as simple as creating a PowerPoint slide where for step one, you tell
them to do this and show a picture. Then you can talk for 10 minutes about that
step. Step two would be this and here’s a picture. How many people think they
could create a PowerPoint slide that with seven steps and then just talk for an
hour? How many people feel confident doing that? It’s easy.

I want to just try to give you the confidence if you’ve not created products to go
away and do it, and flesh out your funnel quickly. That’s all it has to be. It can be
as simple as a PowerPoint slide with a picture and a note underneath saying Step
One: Identify Your Goals, and talk for 10 minutes on why it is crucial that you
identify your goals.

Step Two—I don’t know the marketplace, but you get the idea. We’ve created a
product that we’ve never sold and we give away as a bonus product. It’s called
Build Your Business Better, or some other rubbish title. Basically it was a
PowerPoint. I just sat down one day and made another product like I do all the
time. It was just seven slides and then pictures and recording.

Does that sound like something that people that can go away and do? Nod if you
think it is. Okay. It’s easy stuff. Go away and create those information products
really, really quickly. In terms of downloading pictures, let me give you a
resource that I use. It’s

www.SXC.hu

. James, could you make a note as well to

put it in the membership area?

We go on there and download pictures and you can use them royalty free, with
very little restriction. Well, just double check this yourself, because I’m not a
lawyer. Don’t get sued. You could go and find pictures quickly. If you want to
create a product today, the best advice I would give you is find someone to
interview and record it. Then get Tara to transcribe it for you. For $75 you could
get an hour’s worth of audio transcribed by Tara. If you want it done quickly and
professionally, Tara would do it for like $75 per audio hour.

I’ll put it all in your membership area so don’t really worry about writing down
the resources. James is making a note of everything, and then we’ll load it in the
membership area for you. You can create this stuff really, really fast. I want you
to go away and do that. There’s absolutely no reason why you couldn’t. We have
created products in our business that have taken us an hour, which have helped us
generate six-figure-per-month income.

You could do the same and generate a six-figure-per-month income. The best
advice I would give you today, if you didn’t have a front end product and you
were to implement this price-stretching strategy, would be to find an expert and
interview them. It’s quick and easy, just like Nathan did, and like I did with Terry

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Dean. Do that. Find an expert and interview them. If you didn’t feel comfortable
with that and you felt more comfortable creating a video, then do what I’ve said.

Seven slides and an intro slide is all you would need. How many people here have
a list? Just go away and do this. Try to make some money. Say you’re not sending
out an e-mail tomorrow because there are no affiliate promotions you want to
promote. Send them an e-mail, and link it to a sales page, which you can create
quickly and easily.

I’ll show you how to do that in a second. Just sell a video product that you can
knock out in an hour. When I say knock out, that doesn’t mean the quality should
be inferior. The quality should very valuable but it doesn’t have to take you days
and months and years to build it.

When I go back to Newcastle on Sunday, I’m probably going to create a product,
kind of reviewing my experiences of this workshop. I’m not sure what I’ll create,
but I’ll create it in an afternoon. I’ll send out an e-mail to my list, people will buy
it, and I’ll make thousands of dollars. There’s no reason why you can’t create
those products that quickly and that easily as well.

What else I want to talk about is getting multiple benefits out of the products you
create, at least four benefits out of every product. We’ll go into this in more detail
in a second but I always insist on getting at least four benefits from every product
I create as a minimum. Recycling content, recycling information is such a
powerful way to get instant leverage on the Internet and get faster results. I’ll
never create an information product unless I can turn it into at least four products.

An example would be, The Super Traffic System. This was actually a set of
webinars I sold out for $197. Twenty-five seats sold out in about four hours about
a year ago. I should’ve sold it for more money. So that’s $5,000 gross, and it sold
out dead quickly. People attended this course live and we turned it into a webinar
class. Then we turned it into a box set of a different title but with the same content.
We changed the title to make it a bit snappier. This was the second product.

Did I do any extra work to make the second product? No. Does everybody like
webinars? No. Does everybody like DVDs? No. So we create the same content in
different formats to appeal to different people and get multiple benefits out of that.
We also did the course as live webinars. We also sold the course as recorded
videos. So after some people bought in the first round, we got the live webinars.
Then we did an additional sale where people could buy and access all the videos
at one time, but without the Q & A component.

So that’s a second product. Then we made it into a DVD box set. That’s the third
product. These were all distinct, separate products. We then sold the digital
recordings as an up-sell for a different price in a Gold continuity funnel. It’s also
been turned into this 74-DVD set, this big Momentum Marketing System. We’ve

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repackaged it and added it into there and we also used it as a bonus for the
Momentum Master Class. That’s like five or six products there.

In addition, something that Abby’s working on at the moment is we hired
somebody from

www.PeoplePerHour.com

to turn the videos into a book, into a

manual. They’ve got a way and they’ve gone through the transcripts which Tara
created for us, and they’ve edited them into a manual. We’re going to sell a
manual on this particular topic.

Then they send the manual back to me, and I add my quirky little phrases. I like to
say words like “bad boy” and “cripes” and all that kind of stuff, to make it feel
more like me even though it was me in the first place. Then we sell it as a manual.
So now I’ve got an additional product out of it. Do I have to do a lot of work for
that? Not really. Does it cost me a lot of money to get that turned into a book? A
lot less than you’d expect. Five hundred dollars would do you. It’s pretty cheap.
We only have to sell a couple of copies and we’ve made our money back.

The point I want to emphasize is, you want to try to get multiple uses out of every
single information product you create. That’s very, very important. You can see
the slide there on the Super List Building System. This is the same kind of thing
again. It was a webinar class, turned into a box set. Many people in the room have
had the box set. It was turned into an up-sell, turned into the Momentum
Marketing System and so on and so on.

When I talk about repurposing your content and getting four times the benefit, the
reason is simple: If you’re creating products and content all the time, you’ve not
got enough time for marketing, driving traffic and all other good stuff like
strategy and overview and all the stuff that can really add value. You want to just
try and make sure that everything you do, you can leverage multiple ways.

A good example is the interview I did with Nathan. Now you might think that the
interview I did with Nathan was from the goodness of my own heart because I
want to help him out. That’s true. I know Nathan because he’s bought a lot of our
products and I genuinely feel like I want to help him. There’s reciprocity there
because he’s bought so many of my products.

In addition, I get to leverage that interview multiple ways. Who can put a hand up
and tell me what you think I might do with that interview? I might put it in a book.
That’s an idea. What else? I might sell it myself. I might put it in the Gold
Momentum Coaching Program. I might give it away for free on my thank you
page. I might add it to the Momentum Marketing Master Class and then make it a
74-DVD box set. There are lots of different things that I can do with it.

With the Momentum Gold Program, the continuity program we’ve got, we make
sure that everything that we do with other marketers gets added in there. If I do an
interview with Nathan, I’ll insist on joint ownership. One of the things we’ll say is,

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“We can do it as long as we have joint ownership. That’s cool, isn’t it?” What that
means is that he gets to sell it and we get to market it as well. What we’ll do with
that is we’ll add it to our continuity program and therefore, we get to fill up our
continuity program without creating a lot of new content.

I did an interview with Graham of Small List, Big Profits. That’s in the continuity
program because I got shared ownership of it. Who else did we do an interview
with? Is there anybody else in the room I’ve done an interview with? Not yet. I’m
sure we’ll do interviews with lots of people by the end but that’s the idea. We
repurpose everything. We’ll talk about it more in a second.

There’s a really crucial point that it took me a long time to grasp. As an
entrepreneur, you don’t get paid for your input. Instead, you get paid for your
output. What I mean by that is it’s very easy to fall into the tendency of thinking
that if you work longer hours, you should get paid more. That’s not how you get
remunerated as an entrepreneur. You get paid by the value you create, by the
output, not by how long you work.

So when it comes to creating information products, I just want to convey the point
that you don’t have to spend months and years creating products. I talked earlier
about how some people have always got excuses. I’ve worked with clients
who’ve said, “Lee, I’m going to do it as soon as I finish my e-book. I just want to
get it right. I started in 2005 and things have moved on since then.” How many
people have ever felt like that, like you want to get it just perfect?

I was with my first product. You want to do it well, but it doesn’t have to be
perfect and there are different ways to add value. Auction Profits Unleashed had
typos in it. We got people e-mailing me telling me, “Lee you should’ve added an
apostrophe there. You’re a teacher.” People seemed to be more harsh to me
because I’m a teacher, by the way. People seem to revel in it. It’s like when
people are at school and a teacher is mean to them.

They seem to like send me an e-mail saying, “Lee, you’ve got the spelling
wrong.” There were typos in there and formatting issues, but is that what people
really want? Is that how you deliver the value of a product? I’d like to get it right,
but that doesn’t diminish from the value in the majority of cases. You want to
create your products really quickly and understand that what you get paid by is
the output and not the input.

Let me tell you why I love information products. They’re quick and easy to create.
You can do them so fast and they have a relatively high perceived value as well.
Just as a side note on that, if you’re creating interview products and you’re
marketing them, it’s a good idea to call it a training module rather than an
interview, a mentoring call or an underground session. When you say interview,
sometimes people can switch off because a lot of interviews like that are rubbish
or pitch fests. We always call it a training module. It gets people’s attention.

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Interviews can be packaged in multiple ways. One of the reasons that I don’t like
creating an e-book is that it’s very difficult to repurpose that content without a lot
of effort. E-books, in the first instance, are pretty hard to create. They’re pretty
long-winded and hard to repackage. We do repackage stuff but it’s harder.
Interviews could be repackaged really quickly and easily in different ways. I like
it.

Here is just a side note on how we repackage some of our print stuff. We’ve got a
report called price stretching which is one of the first reports our Gold Members
ever got. It’s a 40-page report. We’ve given that to an editor now, and they are
editing that, turning it into a printed newsletter which should be launched in two
months. We’ve given them this existing content and said, “Look, this was the
concept. This is what we’re trying to achieve. Can you repurpose this content?”

So they’re actually rewriting it. It comes out as a different product but with the
same concept. You can repackage written products but I like to do it better with
interview products. The most powerful reason why I love interview products is
you get to create branding by association. That is so powerful. If you’re seen to be
interviewing somebody, who’s in a position of authority in your marketplace, or
who’s got good vibes around them, you can create branding by being associated
with them.

Who used to watch WWF wrestling? Was it just me? Nathan did as well and
Dean. I don’t even know if I want to tell this story. James is smirking because
he’s heard this example before and he’s thinking, “Don’t tell it.” In wrestling, is it
real? No. So when one fights a fight, you know he’s going to win because he’s the
best fighter, because he’s been built up as being the best fighter.

Now, if somebody else comes along who is a small wrestler who doesn’t win
matches, if he beats the best wrestler, what’s everyone’s perception of that small
wrestler now? He’s the best because he’s got that branding by association. It’s the
same with marketing. If there are people in your marketplace who are being
perceived as a voice of authority, if you can be associated with them, then people
automatically assume that you must be a voice of authority as well, even if you do
it subtly and passively.

So if you’re create an interview product with me now, that doesn’t mean that
people will associate you with having all the same skills as I’ve got and the same
weaknesses that I’ve got, but you get some really powerful branding by
association. That’s very, very good stuff. You get to market fast. If I was going to
go into a new market tomorrow and I was going to develop my funnel, I don’t
want to spend four weeks writing an e-book before I know if the market is going
to be sustainable or not.

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What I would like to do instead, is find an expert, interview them, package it up in
a product, drive some traffic via affiliates and then I figure out if the market
works or not. If I did it this way around, how long does it take me? It takes a day
or two days tops. If I do an e-book, it takes me a long time. So I don’t want to
give you an impression that you should not write e-books. E-books have got their
place.

I’m just telling you, if you want to get really fast results, interview products,
video products, and webinars are going to give you faster results. I started off with
e-books and I love e-books. I like writing but the last e-book that I actually sold
was nearly two years ago and there’s a reason for that. It takes a long time create
them and I’d rather be doing an interview product in half the time and then going
to the next step.

This final point is something that is so crucial and you want to make a really big
note of this. When you interview somebody, it gives you inbuilt joint venture
opportunities. Let me explain. You get two aspects or two benefits. If you
interview somebody and then turn it into a product, they’re going to be much
more likely to promote that product in the future because there’s an ego value
there.

They can go to the list and say that this product involves me or I’m part of this
product. If I’m in a product, am I going to be more likely to promote that product
if everything else remains equal? Absolutely and we use this strategy time and
time again. If somebody else is involved in a product, they’re so much more likely
to want to promote that product and make sales for it. If you come to me and
interview me, if you turn it into a product, and then approach me and say, “Will
you promote it?” I might still say no because there are so many things I need to
consider but there’s a much increased chance that I will say, “Yes.”

There’s also a much more increased chance I’ll make more sales. My subscribers
are all connected by a desire to make money but my active subscribers and my
passionate subscribers all like my style of marketing. These are the people who
open my e-mails and read my e-mails. If I send an e-mail out promoting Nathan’s
products, as an example, I’ll say, “Look, Nathan’s done this interview and it’s
with me. Check it out.”

Will they’ll be more likely to buy that with me being in it or would they more
likely to buy it with another marketer in it? Obviously, they’ll be more likely to
buy it with me in it. So not only does that give Nathan a better chance to get the
joint venture in the first place, but he’s also going to get a deeper response from
my list. This is really good stuff to know.

When you’re doing an interview with people, you build a relationship with them.
We’re going to talk about the Affiliate Army Method tomorrow. One of the worst
things you can do in terms of trying to find joint venture partners is approaching

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them and just saying, “Will you promote my products?” That’s terrible. The world
doesn’t work like that. Some people will say, “Yes.”

If I go to somebody in this audience now and say, “Will you promote my product?
You’ve never met me,” you might say, “Yes.” You might say, “No.” If we’ve
been hanging out for a year on Skype and we’ve been helping out via e-mail, and
we’ve been delivering value to each other, and you come to me saying, “Lee, I’ve
got this product,” I’m not going to say yes because I put my subscribers’ interests
ahead of my own.

There are all this different tick boxes in my mind I have to tick. Does the product
deliver value? Does the merchant have good customer service and so on and so
on? I’m going to be much more likely to say yes if we’ve got a pre-existing
relationship. Do you kind of buy into that? I’ve promoted a couple of Dave
Nicholson’s products. If Dave comes to me and said, “Will you promote my
products?” if it’s a good product, I’m much more likely to say yes because we’ve
got a good relationship.

He’s helped me out in the past and stuff, and vice versa. So approaching joint
venture partners right off the bat is a bad idea. This is why you get an inbuilt joint
venture opportunity when you actually approach people for interviews. This is
why you get this benefit. You actually get to build a relationship with people over
the phone. When I contacted Terry Dean and did the Grab Your Lifestyle
interview, I had already been in touch with him.

We had done a few different things at that point but by chatting with him for 65 or
70 minutes, you build a relationship. Afterwards, we exchanged some more e-
mails and he subsequently promoted the squeeze-page version of that product and
put hundreds of members into our continuity program because we built a
relationship. Now I knew Nathan would promote it. By the way, I’m sorry to keep
picking on you, Nathan.

I knew Nathan had bought a lot of my products, so I knew who he was. I
recognized the name because he’s been on our buyers’ list for all these different
products, but I’ve never spoken to him. I didn’t what he looked like. I didn’t know
what his voice sounded like. I didn’t even know what his website was. He
approached me for an interview. I did the interview. I got to know him a little bit
and there’s a relationship there now.

I’m not saying I’m going to promote his products because that’s not how the
world works, but if he sends me a joint-venture request, I would definitely read it,
pay attention to it and think seriously about whether it fits into my business model.
If somebody else sent me a joint venture request, I might not read it. So
interviewing people is one of the best ways I know to get joint ventures with
people you’ve got no pre-existing relationship with. We’ll talk about that in more
detail tomorrow.

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Another benefit with an inbuilt joint venture opportunity when you do an
interview product is you get to tap into their raving fans in a really crazy way.
When I did the interview with Terry Dean, who would you think would be really
cool affiliates for that product? Can you put a hand up and tell me what kind of
people do you think we approached trying to promote that product? Any ideas?

Nathan:

Maybe testimonials for the sales page.

Lee:

For Terry Dean?

Nathan:

For Terry Dean’s sales page, yes.

Lee:

That’s absolutely spot on.

What Nathan is saying is maybe we went and approached people who were Terry
Dean’s fans and said, “Do you want to promote this product for us?” That’s
exactly what we did. We had a schedule set up. James, do you remember the
schedule in the office? We put James in charge of the project for a week where we
had to go and find every single raving fan of Terry Dean, every single list owner
who’d ever promoted anything from Terry in the past, every person who loved
Terry.

In the same way that some people like my marketing, there are a lot of people out
there who’ve never heard of me, and there are loads of people who love Terry. So
we get to tap into that. We went and approached these people and said, “Look, we
know you’re a big fan of Terry because of X, because you left a comment on his
blog saying, ‘We love you, Terry,’ or because you’re promoting his products or
because you left a testimonial.”

We said, “We’ve created this product with Terry. Here’s the download link.
Would you like to promote it?” Now obviously that goes counter to what I’ve just
said to you. You’re always going to get a lower response if you don’t have a pre-
existing relationship with someone. It’s better to get the relationship first, but
sometimes it’s a good idea to still go out and look for joint ventures even if you
don’t have that relationship.

You’re going to get a much lower closing rate, but you’re still going to get some
success. A lot of them didn’t return our e-mail because we didn’t have an existing
relationship with them but some of them said yes because they liked Terry. When
they promoted it, we got a better response because their subscribers liked Terry as
well so there was some connection there.

One of the best ways to get joint ventures is to do an interview product with
someone, turn it into a product, and approach the person you interviewed to

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promote it. If they say yay or nay, fine. Then go and approach their raving fans.
Those are your customers and your affiliates in this marketplace anyway.

If Nathan turned that into a product and he sold it for $10, would you buy it? I
reckon the people in this room would be a good target market for that because it is
$10 and it’s an hour of me and Nathan chatting about marketing. These would be
his customers. That’s what we’re trying to tap into.

Here’s the system for getting interviews with experts. Here’s what you need to do.
You need to find a promotion-hungry expert. What does that mean? You need to
go and find someone who is an expert, who wants promotion, and an offer, and
somebody who is creating an information product. This can be somebody who has
a website, or somebody who owns a forum. You can go to them and say, “Look,
you’re an expert and you need promotion. Let’s do an interview together.”

We’ll come to that in a second, but first of all, you want to find somebody who’s
being perceived as being an expert in your marketplace. Where might you look?
You want to look in places like Amazon. If you went to Amazon in your
marketplace and looked for people who’d written a print book, are most print
book authors millionaires? No. Most of the people who own print books and
publish print books don’t really make very much money.

Most of them don’t really understand the information selling model in the way we
do. If they used it as a lead generation tool, they’d be much more successful. If
you go and find somebody in your marketplace who is perceived as an expert and
say to them, “Look, I know you want to achieve this result. I know you want to
get more promotion. How about we do an interview?” they’re going to be very
inclined to say yes.

We’ll talk about that in a second. You want to find an expert. Go to places like
ClickBank, where people are selling information products in your marketplace.
Go to places like Amazon, where people are selling print books in your
marketplace. Go to forums and see who they perceive as the experts. If I was
going to create a new product in the teacher market tomorrow, I’d literally go and
find a teacher who’s perceived as an expert.

I might buy the TES, the trade journal for teachers and flick through it, and find
people in there who might be guest authors. I’d call them up or get Abby to call
them up and say, “Look, you’re a guest author in The TES. Could we interview
you and turn it into a product?” Find people who are perceived as experts.
Anyone who is perceived as an expert, find them. Decide exactly what you want
from them and what you can offer. So you want to decide ahead of time what you
want from them and what you can give them.

Do you want them to give you an hour interview or a four-day interview? Do you
want them to come to your house? Do you want to film them in a workshop

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setting? Just decide what you want. That’s very, very important. Decide what you
can offer them as well. We’ll come to that in a second. It’s very important for you
to anticipate their objections and think about their motivations. You need to
anticipate that in advance.

If you’re going to approach me for an interview, for example, you should really
be thinking about what my objections are possibly going to be. Why would I say
no? What are the reasons? If you can anticipate them in advance, you can rebuke
them quicker, more easily and more effectively. Think about why I might say no.
Anticipate that in advance and think about my motivations or the motivations of
the people you’re going to interview.

If you’re interviewing me and I’ve agreed to it, why am I doing it? Why am I not
in the pub watching football? Why do I want to do that interview? Think about
the motivations. Remember, if you are approaching anyone, if you want to
influence them to do anything, you need to think carefully about why they’re
going to do it. What’s in it for them? That is always the key thing to think about.
You want to approach them for an interview and you want to try to avoid the
gatekeepers.

How do you get past gatekeepers? What do I mean by gatekeepers? Abby is my
gatekeeper. You can’t speak to me unless you get through Abby. Now I know
that’s horrible, that sounds rubbish because you want everyone to be accessible
but the truth is (and I want to give you the truth), as you start to build your
business, you can’t be accessible to everyone. It’s impossible.

I would honestly like nothing more than tonight when we’re in the pub to spend
five hours with every single person, I’d love that, I genuinely would. I’d love to
be able to sit on the phone, answer all the e-mails and do the support desk myself.
I’d love it but I cannot do that. It’s impossible. So you’ve got to have gatekeepers.
You’ve got to have people who interact with other people on your behalf and
restrict access to you.

I know it’s not what you want to hear but that’s what I want you to have in the
future. If you build your business and you have that mindset that you’re going to
answer all the e-mails and do all the phone calls, you will reach a plateau and
you’ll never be able to grow beyond it. You’ll start to hate life. I know, because I
started to hate life when I did that.

There was a point when I had been doing this for six months and we were selling
about 1,000 low-priced products a month. We were doing about $20,000 a month
in revenue because we were selling 1,000 products a month, but they were all like
$20 products. They had no back end. That’s a lot of sales every month for just me.

There were a lot of help-desk questions every single day and I insisted, “No, I’m
going to do it all. I’m not going to be like these bad gurus who have help desks

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and no-reply e-mail addresses. Everyone can speak to me and if you want to call
me up that’s fine.”

I honestly started to hate life and I was thinking about going back to teaching
again because it was hard. There was a point where I got my girlfriend at that time
to do my support desk for me for a day because I literally, physically couldn’t
open up the help desk without being filled with this negative feeling. Have you
ever had a bad experience and you’ve associated that bad experience with
something and you tried to avoid it?

Just going into the bedroom and opening up the help desk, I couldn’t actually do it.
There was one point where I had to make her read out the support tickets to me, I
dictated my answer and she submitted them to the customer because I just
couldn’t face it anymore. I was like, “Oh my God! What am I going to do?” I
would go in on a Monday, and there’d be like 80 tickets and it would take me
until about 3:00 to answer them all. I would go on to Skype and there’d be like 25
voice mails.

It’s not easy to do that when you want to be that accessible. I used to use a reply
autoresponder account and reply to everybody individually. People would send
me e-mails back saying, “Great e-mail, Lee. I was just wondering, what would
you recommend for me to do to start my first Internet business?” I’d send them an
essay back saying, “Well, here’s step one and step two.” That’s not possible. So
you need to have gatekeepers. It’s not idealistic. It’s not what you want to hear
but you do need to do that. You need to protect your time.

So how do you get experts to say yes? How are you going to get people to agree
to this? You need to be extremely, super clear about what’s in it for them. It’s not
about what’s in it for you. When we go over the Affiliate Army Method, you’ll
see this. I get joint-venture requests every day saying, “Lee, it would be dead cool
if you could promote my product because then I’ll make lots of money and be
able to quit my job. Thanks, Jeff.”

What’s in it for me? I don’t want to sound selfish but I’ve got to run a business.
Does the expert have an unlimited amount of time to devote to you? No. They
will only do it if they decide that the time they invest in this project will be
worthwhile. They’re going to get a return on their time. So you’ve got to decide
and be very clear as to what is in it for them? Why should they agree to it? Never
try to get anyone to do anything in terms of what’s in it for you. What is in it for
them?

I wouldn’t say to James, “James, we’re going to do a workshop. Would you mind
staying up until 4:00 every night? That would really help me out, because then I
could get some sleep.” That’s not going to work. I’d say to James, “James, come
to the workshop and stay up till 4:00. It would be really cool.

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“It would be a nice networking opportunity. It will help you in your future
business because of all the experience you’re going to get.” You’ve got to express
those requests in terms of what’s in it for the other person. It’s the same when
you’re approaching an interviewee. What’s in it for them?

You need to leverage your prior success and leave them so confident that you’re
going to make a go of this. If an expert is going to give you an hour of their time,
you’ve got to believe that you’re actually going to make use of that interview.
When Abby is accepting interview requests now, one of the key things that she
looks for is, do I genuinely, wholeheartedly, honestly believe that this person is
going to use this interview or are they going to sit there and never do anything
with it?

It’s no benefit to me if they’re going to interview me and never do anything with
it. Now Nathan communicated to me that he was going to sell it, he was going to
give it away, whatever it was. Abby could tell from the e-mail, and I could tell
when I had spoken to him that he was serious about this. He had already created
the squeeze page, I’d seen. I actually opted in to his squeeze page that he wrote
about in the e-mail, but the link wasn’t live yet. So he was ahead of the game.

You’ve got to convince them that you’re going to actually use the thing.
Otherwise, they’re not going to say yes. Lead with your prior success. If you get
one expert to be interviewed, then when you approach to the next expert, tell him
about the first expert. Always leverage your success points. Nathan could go up to
Terry Dean now and say, “I interviewed Lee last week. Would you like to be
interviewed?” That gives you an exponential increase in the chance of success.
You’re leveraging your prior success.

Figure out their hot buttons that make it impossible for them to say no. What do I
mean? Everybody has different motivations. If you come to me and say, “Lee, I
want to interview you,” I might say yes or I might say no. If you spend some time
figuring out what would really motivate me, what would really leave me feeling
happy, you’ve got a much greater chance of success. What would be some of my
hot buttons? If you’re going to interview me, what would really make me want to
say yes? Any ideas?

Participant: Season ticket to Burnley.

Lee:

Not Burnley. That’s the third time you’ve mentioned that and
we’ve only been here 24 hours. What would really motivate
people? What would make me say yes? Any ideas? Graham?

Graham:

[Bounceback offers.]

Lee:

The term is bounceback offers—really good answer. You could
come to me and say, “I want to interview you and Lee, I’d really

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like it if you could mention your products in the interview because
that would be cool for people listening.” So you’re telling me in
advance, I can promote my own products in the interview. Does
that make me more likely to say yes? Absolutely. Any other ideas
that would make me say yes?

Participant: An interview with a trip to Greece.

Lee:

A trip to Greece would certainly help. I would like a trip to Greece
on a yacht.

Anything that motivates me, you’d want to mention. I run a continuity program,
so you want to say things to me like, “Lee, I could interview you. I’d like you to
promote your products in it. I’m going to distribute this to 10,000 people and by
the way, I know you run a continuity program. It would be a really cool idea if
you also put it in there to give as a bonus to your members.” Hands up if you
think that’s going to make it easy for me to say yes? Absolutely, so you’ve got to
know what they want. Figure out what they want or what motivates them.

When I do a joint-venture request I’m always seriously considering what their hot
buttons are. What can I offer them that makes it impossible to say no? That’s the
key. Let me give you an example that would get me to say yes. The first thing I
want to know is how many copies you’re going to distribute. I may not ask that up
front. I might not say it to you like, “Excuse me, how many copies are you going
to sell?” but that’s what I’m trying to gauge.

If you’re going to interview me, I want to know if you are actually going to do
something with it. Are you actually going to get it out there into the marketplace?
I also think through a kind of an informal checklist I’ve got. I’m thinking, what
makes you so confident you can shift that many? If someone comes to me and
they’ve never had any success online, and they say they’re going to sell 2,000
copies of this product to give me all this exposure, I might think to myself, “Why
do you think that?” I don’t want to waste my time.

I want to know if I’m going to have shared ownership rights. If you are
approaching someone for an interview, it’s always a good idea to say that right off
the bat and offer that to them. For every interview I do, I will get shared
ownership rights and I’ll add it to my continuity program, I’ll send it out to my
private clients or I will add it as a thank-you page bonus. It’s a really cool way to
get lots of value.

As a side note on that, in terms of shared ownership rights, we stagger the release
of our content to different clients. Last week, I was at Kevin Brown’s event. The
event was recorded and we’re going to start selling the second presentation soon.
We’ve just started selling the first presentation. Do you think that’s the first time
any of my customers have ever seen that? No. I e-mailed some of my private

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clients in advance. I said “Look, I’ve got this content. I’m going to be selling it
next week but would you like to have it now?”

I might also go to Gold Members, or I might have, if I was more organized this
time, and then say a week later, “Would you like to have this content now?” A
week later I might give that to some of the people who attended this event as an
example. So we stagger the content depending on where you are in our business.
That way you get multiple uses as well. I want to make sure I’ve got shared
ownership rights so I can actually use it for what I want to do.

I need to be convinced you’re actually going to do something with it. If you’re sat
around and you never did anything online, convince me you’re actually going to
make some good use out of it. That’s so important. You need to tell me how long
the interview is going to last and roughly what kind of questions you are going to
be asking. You don’t need to give me a list of questions and then say, “Here’s
question one and here’s question two…” Just give me an overview.

Are we going to talk about list building? Give me some rough questions. Are we
going to be talking about continuity income? Give me some questions so I can
prepare. Another thing I’ll be thinking is, have you done similar interviews in the
past? You definitely want to communicate that in an e-mail if you have. Leverage
your prior success. That shows me that you’re committed and that you’re going to
take action. It also communicates to me that you’ve got some interview skills as
well.

So if you wanted to get me to say yes, you’ll want to tell me how many copies
you’re going to distribute. You want to give an impression that you’re actually
going to shift them. You want to tell me in advance that you going to give me
shared ownership rights. You just need to convince me you’re actually going to
do something with it and distribute it. You want to give me the questions in
advance and you’re going to tell me if you’ve done similar interviews in the past.
Graham, do you remember when you e-mailed me initially for that Small List,
Big Profits program? Did you cover any of these points, do you think?

Graham:

Yes, and I have also done an interview with Rosalind Gardner and
I leveraged the fact that I’d done an interview with you, and also
one with another marketer. When I contacted him, I mentioned you
and Rosalind, so I’ve used that leverage there as well. And then I
also mentioned how I was going to distribute the interview, where
it’s going to go and how it’s going to be used. I’ve mentioned that
in the e-mails when I’ve approached people.

Lee:

I actually remember Graham’s e-mail he sent me. It was
impossible to say no to. He thought of every objection I would
have, every hot button I had, and laid them all out one at a time. So
by the time I finished reading it, I was like, “Okay, fine.” There

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was absolutely no way you could say no to it. This is a separate
point at leveraging your success. Do you remember when you were
doing your script, the Footer Ad?

Graham:

Yes.

Lee:

I told Graham to contact Terry Dean. I’ve got a relationship with
Terry Dean, I told him that Terry Dean would be a really cool
person to promote that particular product because Terry had a
really high blog readership. What did I tell you to put in the subject
line that you sent to Terry?

Graham:

I think you said to tell Terry that you sent me basically and that’s
what I did. I think the subject line was “Terry, Lee McIntyre
recommended that I contact you.”

Lee:

How quickly did he reply to that?

Graham:

Literally, within five minutes, and agreeing to promote.

Lee:

And he said yes.

Graham:

Yes.

Lee:

He put it on his blog and then he promoted it.

Graham:

Yes, and he has made probably 60 sales.

Lee:

That's pretty cool and he did a testimonial as well, didn’t he?

Graham:

Yes he did, which was just great.

Lee:

Thanks, Graham.

Just as a side note to what Graham’s talking about, I've got a relationship with
Terry Dean. So what’s one of the themes of this workshop? Leverage your
success. So I was just trying to help out Graham because he is a long-term
customer. Graham was on the Super List Building Webinars last year. I like to try
and help out my costumers to the best of my ability. I genuinely do.

When I was helping Graham, I actually called him on Skype the day before his
launch just to offer him some advice about his copy and about his up-sell process.
I promoted it for him as well. He wasn't paying me for any of that. I did that just
as a side note because I genuinely want to help people succeed and I gave Graham
some help on that. I told Graham to contact Terry Dean because I knew Terry
Dean would be a perfect person for that particular product.

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If Graham had contacted him and said, “Will you promote my product?” he
probably wouldn’t have gotten a reply, but he leveraged his association and his
prior success. In the subject line he said, “Lee McIntyre recommended I contact
you,” and he got a reply in five minutes. He said, “Yes, I'll promote. Yes, I'm
going to sell a lot of copies. Yes, I'll give you a testimonial.” Does that sound
pretty cool? Leverage your success.

If you were going to contact some marketer who I know, let's say Tony Shepherd.
I've exchanged e-mails with him and met him before for a drink. If you're going to
contact him, he might reply and he might not, but if you can leverage the success
of something else, like you say, “I was chatting with Lee last week and he
recommended I contact to you,” that's going to get you more success. Don’t lie.
Be truthful.

I did an event with Kevin Brown last week. If Kevin Brown contacted somebody
who I had a relationship with, and told them that I done this workshop, instantly
he’s got a branding by association. He’s leveraging that success, and it makes it
more likely that people would say yes. This stuff works. Leverage everything at
which you are successful in your business.

Another thing is I wonder if I can promote it myself on the interview as well. So
tell me that I can promote myself. Tell me I can promote my products and
services. Give me that kind of feedback. Let me know that that's possible. James,
are you okay to use the computer for a second? Is that okay? You look like you’re
going to do something. Can you wait for two minutes?

James:

Yes.

Lee:

No one will make any dripping sounds.

What I want to do, just to show you how easy it is to construct interview
questions, is I want to pretend that someone here is going to interview me and
create products. Can you think about some questions that you would ask me if
you're going to do an interview? Put your hand up if you’ve got a question you
would like to ask, and James is going to write them down in the notepad.

Mark:

If you started again today from scratch, Lee, what would be the
first thing you would do?

Lee:

Excellent question. James is going to write down all of the
questions that we get. I want to just show you how quick and easy
this is to do. So if I was going to start from scratch, what would I
do? Does anyone else have a question you would ask? If it's about
Burnley, don’t bother.

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Day 1 Session 3

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Participant: What's the biggest problem you face on a regular basis?

Lee:

Thank you for that really good question. What's the biggest
marketing problem or problem in general? How easy is this? Go
ahead.

Participant: Lee, you started your Internet career with eBay. Would you still

use eBay as a funnel for your business or for future projects?

Lee:

Good question. What I will probably do is to at the end of the day,
I will answer all of these questions if we’ve got time as well. If not,
we’ll answer them all tomorrow.

Participant: Lee, what's the biggest mistake you've ever made in your Internet

marketing career and why was that?

Lee:

That’s another really good question. By the way, people like to
hear about mistakes that you've made, but I don’t know why.

Participant: What tasks in your business do you not like doing at all?

Lee:

Good question, thank you very much. What tasks do I really like
doing?

Participant: How much of your business do you think you can outsource or

how little do you think you could you work in a day if you really
tried?

Lee:

Good question. Thank you. By the way, you know how I talked
about trying to get multiple benefits out of everything you do? I'm
getting these interview questions from you now. I'll probably
answer them at some point during the session. What else am I
going to do? I'm going to go make a product.

If I had time, I'd probably go tonight and record answers for an
hour, and I'll give it to you guys because you're here at the event.
I’d give it to you free as a bonus, but I’d probably sell it for like
$10 or like $97 to my costumers. Also, what I’m doing is figuring
out what kind of questions you've got so I can kind of lead the
workshop in that direction.

Participant: Lee, you know for the Get More Momentum site, how you sent

people to a squeeze rather than straight to a sales page? I was
wondering, if you’ve tested it, what’s the conversion difference
between having the follow-up sequence in place from the squeeze
and just sending them straight to the sales page?

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Lee:

You mean the first point of contact going to the sales page rather
than the squeeze page?

Participant: Yes, so what's the difference there that you see with conversions

and stuff like that.

Lee:

So like the affiliate traffic would go directly to the sales page?

Participant: Yes.

Lee:

Good question. I feel like I want to answer all of these now. We’ll
definitely answer all of them some point for sure.

Participant: What would you say are the most important things to systemize

and outsource in your business?

Lee:

Are you getting all of these, James? What are the most important
things to systemize and outsource in your business? By the way,
how easy is it to write these questions? Put your hand up if you
could write a question like this. Easy peasy.

Participant: If you were starting from scratch and you've got the money, would

you go straight into outsourcing?

Lee:

Good question. If you started from scratch and you have the cash
flow and the money, would you outsource? Good question, and
then finally, Don?

Don:

Lee, what would you regard as the fundamental set of skills that
you need to have in order to start this business?

Lee:

That’s a really good question. By the way, these are all excellent
questions. They’re much better than Nathan’s last week. No, I’m
joking. Boo!

Now, I reckon that’ll take me about an hour. You should send me an e-mail and
you’d say, “I want to ask you some questions blah, blah, blah. I’ll give you
shared ownership.” I say yes. You send me these follow-up questions. You get on
Skype. You record it with a headset for $6.99 from Argos. You download the 30-
day trial of Pamela, otherwise it will cost you €30 or something—bing, bang,
bosh—job done. Easy peasy lemon squeezy.

You send it to Tara and she transcribes it. What's hard about that? Is there any
excuse for nobody here having an information product? What I want to do next
might not work, but I'm actually going to see. If it doesn’t, we’ll just edit it out.

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It'll be fine. What I thought we’d try to do is let's imagine I've answered those
questions. Look at the kind of questions we’re asking and what I wanted to show
you is how easy it is to quickly write a sales page.

I’m not going to write the whole sales page, but the two most important elements,
with the headline and the bullets. If James could hold off going to the toilet, he is
going to assist, if you don’t mind. We’re going to go to Dreamweaver. We're
going to write some bullets very quickly. You’ve all heard the questions. Can
everyone remember their questions? I kind of forgot. Can we put them up on the
window or underneath it? Does that work?

With those being the questions, assume that you're going to know or kind of
imagine what the answers are going to be because you’ve been on my list for
some time. Who wants to come with the bullet point that we could put on a sales
page? What would be a good bullet point? Any ideas?

Participant: It will literally be the answer to the questions. “The exact strategies

Lee would use today to get started.”

Lee:

Absolutely. What I would do if I was going to write the bullets—
you want to write this down because this is one of the best tips I
can give (well, Daniel has given it for us)—is I’d copy the
questions, paste them into the sales page and then I’d change the
phraseology around to make it sound like a bullet.

“The number-one method, guaranteed, to this.” “The key fundamental skills
everyone needs to learn to start an online business today. [It’s not what you
think.]” The biggest problem Internet marketers face today [and how to avoid it.]”
You get the idea. How easy is that? Pretty easy.

You can literally take the questions, paste them onto the sales page, change the
wording around, and you've got the bullets of a sales page. Easy peasy. We're not
going to write all these out, because it’ll take a while. Do you have any ideas for
headlines while James is just writing some of them up? What kind of headlines
might be a good idea?

When I'm writing headlines, I always like to use one of the proven formulas. Who
else wants to do X? How to do X in Y? For instance, “How to Lose Seven Pounds
in Nine Days,” and then a point of difference in that headline, “Without Going on
a Diet.” So a good headline would be how to do something, in this period of time
and then a point of difference. For example, it would be, “How to Make $100,000
Per Month in Less Than 161 Days Without Ever Leaving Your Bedroom.”

Another one might be, “How to Get Rid of 99% of Your Spots in Six Days
Without Washing.” That's a good headline. It should be how to do this in this

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amount of time, and then a point of difference. Do you know what I mean about a
point of difference?

It’s some kind of a bold claim, something that’s a bit different to what other
people are saying. This is something that is not what people expect. Another
might be, “How to Start an Internet Business That Produces Revenues Of $24,940
in Less Than 28 Days by Doing the Exact Opposite of What Other People Teach.”

Writing headlines is not difficult. One of the best pieces of advice I can give you
for writing headlines, and I'm not a copywriter, is to look at headlines that other
people are using in your marketplace. Look at other people's headlines and look at
the winning formula that they used and just swap out their words for your words.
Look at the headlines that other people are using.

If their headline is, “How to Get Nine Dates in Six Days Without Ever Going Into
a Bar,” say that was a headline, then you would produce an information product
that is very similar. You just take their winning headline and swap out the words
for your own headline. You don't need to be an expert copywriter to do this stuff.
Does anyone want to have a go at trying to wager the headline that we can use for
this possibly? Any ideas?

Participant: How a 29-Year-Old School Teacher Built a Six-Figure Internet

Business from Scratch, And How You Can Do the Same.

Lee:

Perfect. I like it. That’s really good, thank you. Does anyone else
have any ideas?

Participant: How about, “Here's Exactly How I Built a Seven-Figure Business

Without Ever Worrying About Traffic.”

Lee:

Like it. So we could do that one underneath.

By the way, I'd look at these headlines. I’d edited them, because if you're writing
any kind of copy, it’s always a really good idea to go back and edit it slightly
afterwards. When we edit ad copy, we’re always trying to remove about a quarter
of the words. There’s another tip actually. When I’m writing, I write everything.
Don't edit, don't question, don't format, just write, and then go back and edit it,
and then edit it again, and edit it again.

The most extensive part of your copywriting, well for me personally, is editing,
just deleting words, unnecessary words, unnecessary paragraphs, and just editing
it down. There's another headline. As we’re doing this, I’ll edit these down. Then
I’d put them into Google Optimizer, and I’d find the winner. Any other headlines?

Participant: How do you use Google Optimizer?

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Lee:

Good question. I've actually just made a video on that so I could
just share it with the members. It's cool. In fact, I just made a video
on how to use Google Optimizer and I'm going to put that in the
membership area. Any more headlines before we move on?

Participant: Something like, “Would You Like to Learn the Advanced

Strategies That No One Else Knows and Live the Dream
Lifestyle?” or something like that?

Lee:

I like it, but let me add a point to that. Thank you. What's really
good with headlines is to be specific. One of the things you’ll
notice about my headlines is they’re very specific. Have you ever
noticed that before? The reason for that is simple. If you’re specific,
you're believable. It seems more believable.

So if I had a headline saying, “How to Make a Lot of Money Really Fast,” it's not
really believable. If I say, “How to Make $29,902.41 in 28 Days,” it’s more
specific, equals more believable. It's a really important point. You always want to
be specific in your headlines. It’s always a good idea to have headlines that are
specific. Your headlines also want to have lots of benefit in them as well. Benefit
and curiosity is always a really good combination.

Just as a side point on that, I’m certainly not one of the best copywriters in the
world. I’m not a top copywriter at all. I concentrate more on conversion than copy.
Some of the best copywriters in the world—if you got them to sit down and said,
“I'll give you $25,000 to write a winning headline,” and you put that into a test
run with Google Optimizer, I bet one of you could come up with a headline that
would out perform some of theirs.

Writing headlines is not an exact science. You'll never know which headline is
going to win until you test it. Also, if you gave a top copywriter a list of ten
headlines, showed them a sales page, showed them where the traffic was coming
from, and said, “Can you identify which of these headlines produces the biggest
response?” they'd be very unlikely to do it without testing it. So it is not an exact
science and testing is really key, really important.

What I'm thinking will be really valuable (in fact, I’ll let you tell me if this would
be valuable) is I could answer these questions when we do the question-and-
answer session at the end of the day. What I might do when I get back to
Newcastle on Monday, I might whack on a headset and maybe get James to read
out the questions, record the answers and actually turn it into a product, which
we'll give you for free.

I’ll actually finish off writing the sales page, and then give you the resale rights so
that you can sell it. Would that be valuable? If you think that would be useful put
your hand up. We could do that. It'll be cool. So we'll do that. We'll turn that into

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a product, we'll flesh out the sales page, and we'll get something up. Give us a
week to do it. We’ll try to get it done on Monday, but I say a week, because I
always want to make sure that I meet my deadlines.

There is something I want to show you very quickly before we wrap up. James,
could you get the Secret Whispers sales page up? I want to show you a sales page
we've created very fast, that is very rubbish, that we're going to actually send to
our list today or tomorrow to show you how quickly this can be done.

This is a new product that we've created. It's actually the presentation at Kevin
Brown’s event. I've got it recorded and we turned it into a product that we're
going to sell. Now I just wrote the sales copy really fast, but the idea is just to
show you how quickly this can be done. This is a one-hour product that was a
recording that Kevin Brown kindly sent to me from that event.

The sales copy is very rough. We're going to test it and tweak it, but I wanted to
show you for two reasons: the first reason is, I want to show you how quickly you
can create products, just to illustrate the point. I also want to show you that you
don't have to get everything perfect. If you go through this sales copy, you’ll
notice double words, you notice clumsy language, maybe some typos, but why do
I do that?

I was in a rush because I was coming to this workshop, but I wanted to get
something up and out. It's still good, it still delivers awesome value, but in time,
we'll come back and fix it. We're not perfectionists, but this is the page. It says,
“Instant E-mail Income: How to Make Money Without Selling and Earn Four
Times More Profit with Every E-mail You Send. With your permission, I would
like to send you a 55-minute recording of the power to transform e-mail
marketing forever.

“On the 26

of July 2009, at the Royal Horseguards Hotel in London, I stood in

front of a stunned crowd of 18 motivated marketers and delivered an intimate
training session, where I revealed an underground strategy that has the power to
help you make four times more money with every e-mail you send to your list…”
and so on. Some people who have heard the rumors may be able to tell me if this
is true or not. “As I left the stage, to thunderous applause,” was that true, James?

Participants: Yes.

Lee:

“As I left the stage to thunderous applause, I asked the stunned
crowd if they were happy to have paid hundreds of dollars in travel
to attend, and people answered with an emphatic yes.” That was
definitely true.

“As I left the stage, the room erupted in spontaneous applause, and
many guests said it was the single best marketing presentation

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they’d ever heard in their life.” That was the feedback I got from
the people. How many people were at the presentation in London?
Dean, was it worth your going?

Dean:

Yes, definitely.

Lee:

Pretty cool?

So it’s a product that we just quickly whacked together. What we’re doing is
we’re trying to use it as our new on-ramp in our business. I'm not going to read
the whole copy. If you just scroll down, there's a picture there which isn’t
displaying for some reason. So now we go to write the bullet points, just so
you’ve got an idea. Literally, we just watch the video. James actually wrote the
bullets for this.

Here’s another sub-headline. “Anyone Can Implement My Proven Secret
Whispers Strategies Today, and See A 400% (Or More) Increase in Your E-mail
Marketing Profits.” This is a call to action. How long does it take to write a sales
page like that and sell a $10 product? That's the size of the letter. How long do
you think that would take?

Participant: A couple of hours.

Lee:

A couple of hours?

What I'm trying to tell you today is you can go away and interview somebody in a
couple of hours. You could use the questions as your bullets. You can write a
headline using the winning formula, “Who else wants to do X in Y?” You can
quickly write the sales copy in a couple of hours, so what excuse have you got for
not doing it?

You could get that done in a day, and I've just given you a commitment, that I'm
going to turn an interview product into a product and give you resale rights, and I
reckon I can get that knocked up in a couple of hours. So why can't you do the
same? There's no reason is there? So hands up if you are going to go away and
create interview products at some stage in the next 60 days. Keep your hands up if
you're going to do it in the next 30 days. Keep your hands up if you are going to
do it the first week.

Before we wrap up, let me tell you about Kim, the mentoring client. She
implemented the same day. I thought she was nuts because after that session of
helping her for a whole day, I was so tired. I was exhausted, and she’d been up
since 6:00 doing the call, because of the U.S. time difference. She went away, and
she implemented fast. So if you think you've got some value from this workshop,
please make sure that you go away and implement it.

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Don't think to yourself, “That's really cool; I'll do it next week,” because you'll
never do it. The first day you leave this workshop, I want you to implement it. I'm
expecting 65 e-mails on Monday, asking for an interview or I’m going to come
and look for you. You’ve got to do this stuff fast.

One of the big questions I get asked is what kind of characteristics do successful
marketers have? There are lots. I think successful marketers are curious. They like
to learn. They are entrepreneurs and they're not afraid of risk. I think one big
characteristic that they all share is they get things done pretty quickly most of the
time. At some point, they've gotten things done pretty quickly.

We reached the point in our business recently where we couldn't get things done
fast anymore. When I was growing my business, I launched a product called
Standing Start Profits. I had the idea (and this is no joke) on the Monday that it
would be a good idea. On the Tuesday, I made all the content, and then Tuesday
evening, I set up aMember (I'd never used it before) and I had the membership
site ready.

I sent out an e-mail to my list, saying “This is coming tomorrow.” On the
Wednesday, I wrote the sales copy, and it was launched. It was done in three days.
That membership site gave me enough recurring income to quit my job, and I got
it done really fast. When I launched Project New Web, it was like a mini-launch
that made about $35,000 in total about a year and a half ago. I had the idea on the
Saturday; it was raining outside.

My girlfriend and I made this audio. By the Saturday evening, it was done. By the
Sunday, the sales page was done. By the Thursday, the product was launched. I
remember that Dave promoted that product and some other people in here
promoted and bought it as well. It was done quickly. I discovered that if you do
things fast, you get better results. Recently, just being completely honest, as my
business grew, it wasn’t possible to get stuff done fast anymore.

We had no capacity. Can you see that? We were just too busy doing all this other
stuff. So I’d say to James, “I have this really cool idea. Let’s write a sales page for
this.” He’d say, “Yes, I’m on it. I’ve got a gap in my schedule in four weeks.
Let’s do it.” That’s no good. What we’ve done now is we’ve got Abby and Bev
on board, and Patricia on board in America.

Now we’ve got capacity, or we certainly will have when this workshop is finished
and we’ve got a bit more time. Now we can get those ideas out fast. The key point
there is just to get stuff done fast. I’ve tried to share with you a really cool
strategy. Implement it, achieve some results, do it fast and you really will build
your business quicker. That’s everything. Thank you very much. I hope you
enjoyed that. ♦

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