Inside-Out Upside-Down Workshop

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Lee McIntyre’s…

Inside Out / Upside Down

Workshop Transcripts

“Momentum Marketing

Madness”

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Good morning, everyone. Over the next two days, I’m going to try and give you
as much valuable information as I possibly can. I’m going to try and share every
single ounce of knowledge and experience that I’ve accumulated over the prior
two years. I’m just going to try and flat out give to you as best I can so you can
take away all of my experience, my knowledge and the actual points I’m going to
give you and so you can implement it in your business fast and achieve
measurable results. That’s my aim at this workshop.

Everybody here has obviously received the e-mails from me and have seen the
video of me in my room talking about the workshops. You’ve got an idea about
my purpose at this workshop, which is to try and give you as much information as
possible because I know from experience that if I can get a group of people
together and half of them achieve fantastic results, people go away and they buy
more of my products in the future, they become my next army of raving fans, they
spread the word and more people buy my products.

So my absolute, prime motivation for everything I’m doing this weekend is just to
give you as much information as possible. A lot of people have got this idea in
their heads (and I was exactly the same) that marketers hold information back and
they don’t share everything with you; they keep secrets from you as if there’s this
big easy button. If you find this easy button, you can make loads of money, if you
only can figure out what it was. I used to think that as well. I used to have that
exact same notion in my mind, but I want you to understand that I’m not going to
hold anything back today.

About a year ago, I launched the webinar class called Super List Building. There
were 25 people in the room for those webinars. How many people here were on
that call? There’s nobody in this room. I know Kevin was on the webcast—one
person. When I did that webcast, people paid $497 and I spent about eight hours
teaching list-building strategies. I gave some of the best information I could
possibly muster to all 25 people.

Since that point, nine of those 25 have become full-time Internet marketers. I’ve
got testimonials from seven of them attributing their success to me. In fact, one of
the people was called Jit Uppal, who some of the people in the room know. He’s
now a top affiliate and we pay him, I don’t know, about $15,000 a month—in that
kind of bracket.

After we finished the Super List Building webinars, he actually rang me up and
said, “Lee, I really appreciate the help and the support. I’m going to be your
number-one affiliate in a year’s time.” I said, “Thanks, Jit. I really appreciate it.
That’s brilliant,” and I was thinking, 'There's not a chance. He’s never going to do
that.' I didn’t say that to him, obviously.

A year later, he was our number-one affiliate. We pay him $15,000 every single
month and he’s growing. It was all because of those Super List Building webinars.

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When I did that course, I figured out really quickly that if just gave the most
valuable information I could possibly give to people, and they could go away and
achieve a result, I was going to make more money in the long term.

Do you think Jit went and bought more of my products after he achieved such a
tremendous result? Of course he did. He bought everything. He bought mentoring
products, he bought coaching courses, webinars. Do you think he told other
people to buy more of my products? Absolutely! He’s told lots of people in this
room.

In fact, how many people in this room have come to this event or came across me
on the recommendation of somebody like Jit? There’s quite a lot of people. The
point I’m trying to communicate is, you’re going to get every ounce of
information from me. There’s no ulterior motive because I know that if I give this
to you, you’re going away and tell ten other people. They’re going to join my list
and buy my products and so on.

This event has been quite tricky to pull off. In fact, a couple days ago it wasn’t
even clear if this was actually going to happen or not. By the way, my assistant
Abby has done a fantastic job putting this together. On Monday, we had a bit of a
problem where we discovered that there were road works outside and the room
was noisy. We had a similar problem again yesterday and it was a nightmare. It
didn’t look like it was going to happen.

On Tuesday, our server crashed and one of our domains expired, which was the
name server and the server was down for 24 hours. That was a bad day. On
Wednesday, Manchester United got beat by Burnley. I'm not happy with that—
that was a bad day. Yesterday, I got stuck in a bit of traffic and yesterday was a
bad day as well. So it’s been a bad week but we’re going to put all that behind us
and have a really good event.

Let me tell you what the purpose of this event is, just so you can get a feel for
what we’re going to try and learn, what we’re going to try and do and what kind
of results we’re going to try and achieve. I started the business two years ago. At
this point in time, right now, I have businesses generating revenues of about
$115,000 every single month. We weren’t always generating revenues of
$115,000. In fact we’ve had some pretty momentous growth.

You can see the chart there that shows some of the payments received in one of
our businesses. The figures are actually higher than this because we’re getting
payments from different sources. You can see that in April, we did revenues of
about $30,000, maybe a bit more. You can see that in May, it's up to about
$55,000, in June $82,000, and you can see last month just under $110,000.

That’s a graph from Infusionsoft. We’re doing pretty big numbers, so this stuff
works. But I’m not here to tell you that I did this overnight. We’ve been doing

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these numbers now pretty consistently for a couple of months and I’m pretty
happy with that, but I didn’t do this overnight. It has taken me two years to figure
out how to do this stuff, but I want to try and give you the knowledge during this
workshop so you can try and do the same. You can see the screen shot—I’m
showing some of the payments we received in our business.

What I want to do now is to tell you about my background and how I got to this
point. Then I’m going to share with you "Seven Rules of Momentum," which I
believe really contributed to my massive success. The purpose of this workshop is
not to try and give you the same kind of information you get at other workshops,
because that "normal" kind of information leads to "normal" results, and that’s not
my intention.

I've figured out things, and some of the stuff I do in my business is very, very
different from what other people do. That’s why we’ve called this the Inside-Out
Upside-Down Workshop, because I’m going to be sharing with you specific
strategies, concepts and ideas that are very different from what everybody else is
doing. A lot of this might sound like common sense because it is. Building a
business involves a lot of common sense, but I hope you can take these common-
sense ideas and implement them in your own business as well.

I actually got started about two and a half years ago selling teaching resources on
eBay. I was on holiday and I decided I wanted to try and start a business of some
kind. Initially, my brilliant idea was to try and set up a business selling printed t-
shirts and I thought I was so cool and that I had the best idea in the world. It was
going to be amazing.

I came back, looked on eBay and saw that people were selling t-shirts for about
£1.50 a piece. I thought, "That's never going to work." I had visions of me going
to the post office every day and delivering it, and that was never going to work
either. I did a bit of research and I found that some teachers were actually selling
the resources that they were using in the classroom on eBay, so I figured that I
could probably do that as well.

So I got a pen drive and downloaded all of the resources that I was currently using
in the classroom—every single resource that I was using—and I turn it into a PDF.
That very same day (I worked all through the night, for like 24 hours straight), I
set up an eBay stall and I was just literally just selling the worksheets that I was
using, and that my girlfriend at that time was using in the classroom.

We sold each product for about £1.50 or $1.90. We sold them for a very, very low
price and we were making some decent money. Obviously, we weren’t making
$100,000 a month, but I was a teacher at the time, doing it in my spare time, and I
was learning valuable skills which still stand me in good stead now. As a result of
that, things started to happen. Things started to move.

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One of the next ventures I got involved in was a product called Classroom
Management 101. Has anyone ever seen that sales page? It's probably the worst
sales page in the history of copy, so if you’re ever going to try and copy a sales
page, do not go and copy that sales page. It’s dreadful. I had the idea to create this
e-book giving people advice on how to become a better teacher in the classroom.

It did all right and we still sell copies every single day right now. One of the big
innovations in that particular business was when people bought the product, I
implemented an up-sell. One of the things I did at that time, which was a massive
breakthrough for me, was understanding the power of the front end end of the
business and the back end of the business as well.

It's a concept I’m going to try share with you as we go through this workshop
because it’s been very powerful for me. We went from selling a $27 e-book, and
then when people bought that e-book, we were offering them lots of teaching
resources in a big bundle for $97. Just by adding that one extra layer to the
business, I was able to massively increase the revenues, which was pretty cool.

A lot of people have heard me tell this story: About two years ago, I was teaching
at a school in [Alden]. I loved teaching. Teaching was what I loved to do. That’s
why I’m doing this workshop. I love to help people achieve the goals. That’s why
I do a lot of mentoring with private clients. I love to teach, but to be completely
honest, I didn’t like a lot of the paperwork that came with teaching.

How many people really the paperwork in their job? People really hate the
paperwork in their job. I hated it. To be completely frank and honest, I’m an
absolutely terrible employee as well. I don’t take instruction well. I like to have
my own independence. When people would ring a bell and tell me I had to go for
lunch, I didn’t like that either.

How many people like having to go to lunch when the bell goes? Not many
people. How many people want their own freedom and independence? A lot of
people. That’s what really motivated me, and my granddad will tell you. I did a
law degree. In fact, I started off by doing a geography degree and then I changed
to a law degree.

Then I worked at Enterprise Rent-a-Car as a graduate trainee. I did that for about
three months and then I trained as an accountant for two years. I quit that and then
I trained as a teacher, and I did that for two years. I quit that and then I did this.
I’m 29, so I’ve done a lot of different things. The reason for that is, I’m just not
very good at being an employee. I don’t take instruction well.

I want to run my own business. How many people have ever had that kind of
feeling, that maybe you’re not made to work for other people? When I speak to a
lot of other entrepreneurs like me, other Internet marketers, one of the common
stories that we can all share is that we jumped from job to job to job. I should say

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that when I was working as an accountant for two years, I didn’t stay at the same
place for two years. The maximum stay in one job was four months.

I went from one company to another company to another company. Every time I
moved jobs, I got really motivated. I absolutely loved it. I moved jobs and I'd
think, "This is fantastic. This is the best job ever. They’ve got a pay rise, it's
brilliant," and then a month later I was like, "Oh, I hate it. It's terrible," and
handed my notice in and found another job.

I could find jobs pretty easily. That’s what I did because I wasn’t good at being an
employee. Around about this time, I loved teaching but I was getting completely
fed up. At Ofsted inspection, which is where the inspectors come down to school
and they rip you apart, I used to get really good grades as a teacher because I was
looking forward to it.

For me, to be inspected by Ofsted was actually a challenge that I really enjoyed,
but the head of my department at that time was crazy. How many people have had
a crazy boss? She was absolutely crackers. One day she told me that I had to mark
some textbooks even though I haven’t read them. She said, "Go through these
textbooks and put a tick next to every page. It will take you about five hours.
Don’t worry about it, it's fine."

I said, "Well, why? I’m not even reading the page, what’s the point? She said,
"Just do it because that’s what the Ofsted inspectors want to see." I refused. I
made a massive row about it because it seemed pointless to me. I didn’t want to
do something for the sake of it like that. At that moment in time, I realized I never
wanted to work for anyone ever again. I was that cross.

I stormed out of the room, went into a different room, loaded up the Warrior
Forum and I made a post that showed people about the success I’d achieved on
eBay. I made one post. How many people have had a really good idea, a really
snappy idea about something you could do today or tomorrow, but you’ve never
actually got around to doing it? Me too.

At that point in time, I was having some massive success on eBay. The Classroom
Management 101 product was doing really well. I developed what I thought was
pretty innovative strategies, but I didn’t really believe that other people would
think they were innovative. I had the idea to create a product showing people
what I’d done.

To be completely honest, I was scared about the reaction. I was scared if people
would enjoy the product. I was scared that people wouldn’t find value to what I
was going to share. How many people have ever thought about creating a product
on making a new business and been consumed by fear of failure? I was exactly
the same, but at that moment in time, something snapped and all of a sudden I
thought, "I don’t care. What’s the worst that could happen?"

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So I made a post on the Warrior Forum. The post showed people my proven
strategy for profiting on eBay. I just went away and did it. I did it because at that
moment in time I said, "I've had enough. I’m not going to do this stupid task. I’ve
had enough. Finished." How many people have read that post in the Warrior
forum? Quite a few people.

I gave away some of the best information I could possibly muster, and at that
point in time, it wasn’t even my intention to try and sell a product; I just gave
away my best information. As a result of that, people have come to me and said,
"Lee, please create a product that we can buy. Please create a product going into
more detail."

This was a real turning point for me, because I had discovered at that point that if
you give first and try and sell second, you can do tremendous things. One of the
concepts I’m going to share with you as we go through this two-day workshop is
the power of giving value. I stumbled upon it accidentally.

Let me just share another side-note story. At this point in time, I was selling my
teaching resources and my Classroom Management 101 book. How was I
promoting those products? I used to go forums, being completely honest, and I
posted links to my products. I pretty much spammed the forum saying, "Buy these
products, here’s the link."

Sometimes, being completely honest, I might even have somebody who bought a
product. I would give them a note and say, "Would you recommend this product?
Would you post in the forum and say, 'Buy this product'?" I’d go from forum to
forum posting comments saying, "Buy my product." I’d go on blogs and say,
"Buy my product." Do you think that’s an effective strategy to try and sell
something? It's not that effective. I made some money, I made some sales.

How many people have done that before—going around, trying to sell all the time
and trying to put links everywhere? Quite a few people. That was my strategy for
trying to make sales, but at this point, I actually discovered there was a better way.
The better way was to create value and give value away. By doing that, you can
break down so many pre-sale barriers, you can win people’s trust and you become
viewed as a trusted adviser, which can make the sale so much easier.

Two years ago, after the Warrior Forum post, I started my blog. It was literally
almost to the day, two years ago. My GetMoreMomentum.com site now has
Alexa rankings of about 14,000 as of yesterday. How many people think that’s
pretty high? It's pretty high. This particular blog has got an Alexa rank of about
70,000.

GetMoreMomentum.com is the squeeze page of my business. We have a squeeze
page that has an Alexa ranking of 14,000, which is pretty high. I started that

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business two years ago, and when I started that business, I didn’t expect I would
be a workshop with 60 people in the room in Manchester, sharing my strategy in
two years' time. In fact, when I started that business, how many people think I
was actually filled with doubt and fear and worry?

Of course I was. I had no idea this was going to be successful. Within probably
about four weeks of doing that blog post, I’d quit my job and I was a full-time
Internet marketer. That’s how quickly these things can happen. I’m not here to tell
you that everybody can do it that fast or that there's a big easy-button that you can
push that will allow you to do it. I was lucky in some respects.

In other respects, I was determined, I worked hard, I educated myself and invested
in my future in terms of buying products—not just courses and mentoring courses,
but books on Amazon (marketing classics), reading on the Internet, being curious,
watching what other marketers did—I did all of these things. These are the kinds
of things I want you to do as well when you leave this workshop, to educate
yourself.

I remember I actually had lunch with my granddad. I was considering whether to
quit my job or not. I was sharing some of the results I was achieving and asking,
"Shall I quit my job?" When I look back now, that seems like the most insane
conversation I could ever imagine. I’d been doing my business for like three
weeks. We'd earned about $7,000, and on the back of that I just thought, "Oh,
what the heck, I’m going to quit my job and do this." I’m glad I did it.

I launched a product called Auction Profits Unleashed almost two years ago to the
day, and it did all right. The sales copy was terrible but the product itself was
really cool. I just did a little mini-launch. At that time, I had no contacts; I had no
JV partners. In fact, at that time, I’m not exaggerating to say I’d never even heard
of most of the marketing gurus or people who had a list. I’d never heard of them; I
didn’t know who they were.

I literally had no contacts. On the back end of having no contacts, I’m just getting
started, I was able to get marketers like John Thornhill to promote for me, who
sold about 140 copies. Tony Shepherd and Sara Brown sold an equivalent number.
Dave Nicholson promoted it for me. A lot of other marketers as well—Oliver
[Goller] in the UK, Tiffany Dow, Dr. Mani, Kevin Riley—and I did it completely
from scratch.

Now one of the things I know people are going to say to me is, "It’s not possible
to make money unless you’re a name in the marketplace or unless you’ve got
influence or contacts," but that’s an excuse, don’t you think? One of the things
we’re going to talk about is: don’t use excuses. Don’t look for excuses; accept
your results.

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Did I know of all of these people when I first got started? No. Did I manage to get
them to promote my product? Yes. Every single day now, we add more than 500
subscribers to our list, and every single day, we add about 25 members to a $97-
per-month continuity program. We’ve got 1,500 people currently paying us $97 a
month, in that kind of ballpark.

We’re adding literally 25 a day, and we’re doing that with affiliates promoting for
us. I’ve never met any of these affiliates before. I met them from scratch. I built a
relationship with them and I used some of the joint-venture strategies I will be
sharing with you tomorrow morning. It’s possible to build your business. At that
time, I had no list, I created one product, I had no JV partners.

I got some JV partners on board, they promoted that product and I built a list. On
the back of the list I built…I had 600 people on my list at that time, after selling
about 600 copies. I hadn’t got any free subscribers; I was still able to do really
well in joint-venture contests with 600 subscribers I'd built in two weeks. The
reason I was able to do that was because of some price-stretching principles.

It's something I call "price stretching" and we will be talking about that in one of
the sessions later on today. It's a principle which is one of the most valuable
marketing lessons and concepts I can share with you. It enabled me to build a list
of 600 people, and with just 600 people, massive commissions every month.

As a side note, after six weeks, I had a list of 1,200 buyers. I was earning $16,000
every single month with a list of 1,200 people. How many people would like to
learn how to make $16,000 a month with a list of however many people that you
can build in a month? We’re going to be sharing that as we go through the
presentation. It can be done.

You can see here, a post where I talked about quitting my job. That was two years
ago. If you're sat in this room now and you’re thinking you want to start your own
Internet business, or maybe you’re in this room now and you’ve got an Internet
business (I know a lot of people who have already) and you want to grow your
business, I want you to see the speed at which I have done this.

Again, I’m not trying to make it sound easy because there are times when it’s not
been easy, but I’ve literally gone from a point where I was filled with doubt and
worry to a point where I fast forward two years and I’m holding a workshop like
this in Manchester, which to me, sounds pretty crazy.

As we grew our business, I pretty quickly realized that I didn’t want to do all of
the work myself. How many people are attracted to the idea about other people
doing the work for you and sitting on the beach and all that kind of stuff? That
was my big dream. That was really what I wanted. Right about that time, I made a
rapid expansion.

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I got an office in Manchester, I got some staff on board and we built the business
that way. You can see, those were the offices there in Manchester. That’s a
picture from the office as well. I changed things around. One of the things I’m
going to be talking about tomorrow is why my company went 100% virtual. I got
rid of the office. We decided not to have in-house staff and as an alternative, I
built a virtual company.

Now we’ve got James in Portsmouth, running the business, being the operations
manager and dealing with affiliates. We’ve got Abby, who has organized this
event, who lives in Wales, and who is my assistant. All my mail, by the way, gets
redirected to Abby and she sorts all that out. She sorts out things like every little
detail of my life and my business.

For example, this shirt is ironed because Abby sent someone around to pick up
the shirt and get it ironed. We’ve got a completely virtual business that just works.
I want to share with you how we did that. How many people would like to know a
strategy to hire staff, retain staff, manage staff and motivate them so they want to
work for you and feel motivated? We’re going to be talking about it tomorrow.

When you hear the strategy about how I hired Abby, it's very unusual. It involved
phone messages, recorded messages and crazy adverts that we placed. It is a very,
very strange system. We had 70 people who applied for the job and we had 50 of
them leave me a message on a recorded number to tell me why I should interview
them.

We had them scheduling their own interviews using some online scheduling
software. It meant I got a really good pool of candidates to pick from who were
pre-qualified before I even spoke to them. We’re going to be sharing that with
you tomorrow—very cool stuff.

One of the key things that you'll have noticed about my business if you’ve been
on my list for any length of time is that I like to do things really differently, and
it's one of the things that I revel in the most. Most of the Internet gurus in our
marketplace don’t know who I am, and I’m fine with that, it’s cool. I don’t go out
and network a lot.

In fact, the first event I ever went to, the first workshop I’ve ever been to where
I’ve met other marketers was a month ago in Atlanta. I’d never been to an event
before that. I actually spoke at that event. It was the first time I’d been to an event.
The second event I went to was Kevin’s event in London, two weeks ago and I
spoke at that event.

The third event I’ve ever been to is this event that I’m hosting here. The point I’m
making is, most people think you’ve got to go out there and network and
brownnose and suck up, which is what they call it in America. That’s not the way
I like to build my business. I like to do things differently. I built a massive list of

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qualified buyers and I very rarely do affiliate promotions with them. Maybe I
should do them, maybe I shouldn’t, but I do things very differently.

I very rarely take part in any big joint-venture launch contest. How many people
here are on my list? Probably everyone, I’m guessing. Yes. How many affiliate
promotions do you ever see me doing, roughly? I do them very rarely. Some
people here have tried to get me to promote their products; they’re mumbling to
themselves, "Oh, he never does it. I’ve tried—it’s not possible."

Sometimes I do, and maybe I should do more. I do things differently, I’ve never,
ever, ever done a reciprocal mailing. I've got 40,000 people now on my list.
We’ve got 1,500 people in the Gold program and I’ve never, ever, ever said to
somebody, "You promote my product and I’ll promote your product." Maybe I
should? I don’t know.

Tomorrow, I’m going to show some proven joint-venture strategies that allow you
to get a joint venture with anyone, in any market, even without promising to do a
reciprocal mailing. Never, ever, ever, would I ever promise somebody "I’ll
promote you if you promote me," and it's cost me some big joint ventures. I've
had to sacrifice short-term income to do that.

The reason I’ve sacrificed short-term income is because I know if I do that, I'll
build long-term wealth. I’ve got decisions to make every single day about how I
can make money and maximize my business. There are so many things I could do
today which would make me lots of money. I could walk out of this room today
(and this is not me being bigheaded or boastful—I don't want to come across like
that), go to my room upstairs, I could send an e-mail, and I would be pretty
confident I could make $40,000 or $50,000 with one e-mail, today, comfortably.

Probably, I could send another e-mail in the afternoon that would make $10,000
and if I really wanted to push it, I could probably send an e-mail at teatime that
might make $5,000, but I don’t want to do that because I’m trying to build long-
term wealth and not just short-term income. I put interests of my subscribers
ahead of my own.

There are a lot of people in this room who are on my list. When I talked to you at
the hotel last night, and I’m sure I'll you during breaks today, one of the
overriding things that people tell me is that they know I put their interests ahead
of my own. The people agree with that. I could promote so many different
products but I don’t because I look after my subscribers' interests, and that is
paramount in my business.

I’m going to be showing you why that’s so crucial, but it’s very different to what
everybody else does. A lot of people think you’ve got to promote every single
product out there to make a go of this; you don’t. In fact, you can get by without

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actually promoting anyone else’s products, if you want, if you use some of the
strategies I'm going to share with you.

One of the other things I do really differently from everybody else is I give away
free content that other people would normally charge for. How many people here
visit my blog fairly regularly? Quite a few people. If you look at my blog at

www.Lee-McIntyre.com

, you’ll find ridiculous amounts of valuable information.

Why do you think I do that? Why don't I just charge for it?

The answer’s really simple. I figured out very early that if you give away amazing
information, magical things happen. Sounds counterproductive, doesn’t it?
There’s probably a little voice in your head saying, "Well, it kind of makes sense
but it’s a bit wishy-washy." Do I really give away my best content? Yes. You give
away your best content every time.

That’s what I do in my business and as a result of that, people get that free content,
they feel inspired, they take action, they achieve a result, and what happens? They
want to buy more of my content. We use a concept called price-stretching, which
I'll talk about later. How many people have watched my "Believe" video? Keep
your hand up if you think that had a big impact on your business or your life.
Quite a few people.

I did a video on the 23

rd

of December 2009 called "Believe in Yourself." We got

40 comments on the blog—people saying things like, "I want to cry. I had to
make my wife watch it. I feel emotional. You’ve changed my life forever." I got
snail mail to the same effect saying, "I just wanted to say thank you. I wish I
could give you a hug."

That’s the kind of impact you can have with free content. Do you think those
people then just went, "Lee, that's awesome. See you later"? No; they came back
and bought every single product I had; not all of them, the majority of them, a lot
of them. If you’re selling washing machines, is it easy to give away free washing
machines? No it’s not easy.

If you are selling information, is it easy to give away free information? Yes. I will
literally go off to my room during lunchtime, I will make a video, it’s free
information that I can give away that’s valuable. I can go home on Sunday, put on
my headset and teach a valuable marketing concept.

How long does that take me? Twenty minutes? I send an e-mail to my list and
within an hour, it's done, and I've given it away. So why don't more people do it?
How easy is it? How easy would it be to create valuable information all the time?
Well, people don't do it. It's different, it's what I do and it's what I'm going to be
teaching you.

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I've never done ad swaps and I've never done reciprocal mailings. I've never
promoted a squeeze page to my list. I don't do all of that stuff, and we're going to
be looking at why as we go through. The biggest thing I’ve done differently and
the biggest thing I’m kind of proud of is, I've really refused to play the "you
scratch my back and I’ll scratch your back game."

I don’t want to come across to other marketers that I’m aloof, but I don’t want to
play the whole game "I’ll promote you if you promote me," and "I’ll tell you what,
I’ll promote this and then you…" Seriously, who wants to build a business where
you are completely beholden to a group of 20 people who could send out a joint-
venture e-mail for you? You’re going to be really nice to them and hope they’ll
promote for you all the time.

I’m not saying there’s anything wrong with that, it’s just not the way I want to
build my business. One of the things we’ll talk about is how I really believe that
consistent lead flow and continuity income is the cornerstone of every
information business. You need consistent, daily lead flow. You need to know
every day, you’re going to get X number of subscribers, and you need to know
every day, you’re going to get X number of subscribers into continuity. That’s the
cornerstone of a business.

Then I believe that launches should be the icing on top of that. Launches are
brilliant, but they should be the icing on top of the cake. So many people in this
marketplace think that the launch itself is the cake. How many people get that
impression? How many people say, "Well, I made $200,000 at the launch," and
you think, "Brilliant, that’s excellent," but they say, "I'm only going to do that
twice a year," and during the rest of the year, they've got no lead flow.

How many people want to be in a position where you make $200,000, with this
big launch and then you're sat there sweating for five months preparing another
big launch? During that time, you’ve got to be nice to people you don’t like.
You’ve got to go and scratch people’s backs who you despise. You’ve got to fly
to events and meet people and kind of beg them effectively, to promote for you.
How many people want to build a business like that? Not me, but it's up to you.

I’m not saying there’s anything wrong with that. I’m saying that in my opinion,
the launch model is the icing on the cake. I will upset some people by saying that,
but consistent lead flow is what you want in an information-selling business. You
want every day to know that you’re going to get X number of subscribers.

We have a thing in our business called the "Kickstart Dashboard" that James and I
have developed, and we record 15 key metrics every single day—things like opt-
ins, unsubscribes, continuity sign-ups, continuity cancels—and we track daily in
this dashboard. The most important metric is leads coming in, subscribers coming
in. Let me tell you right now, right off the bat, that the big changing point in my

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business was the point where I knew we would get 500 opt-ins every single day
because we’ve got consistent lead flow.

Obviously I’ve got to pay James’ wages this month, and Abby’s wages this month.
I’ve got to pay over costs like the office cost in Newcastle. Let me tell you, that
becomes a lot less of a worry when every day, you know you’re going to get 500
opt-ins, 25 people in continuity. You know that 17 of them will bill in month one.
You know that the drop-off rate will be 30% in month two, and you can work out
the value of every visitor.

And you know exactly, to the number, how many visitors you’re going to get
every single day. It's very powerful. I’m not saying launches are bad. I’m saying
you want consistent lead flow, which I’m going to show you how to do during
this workshop, and then bolt on launches on top of that. We want consistent lead
flow. You can sleep a lot easier. Well I can, anyway.

Does it always work? This is very different. Some of the concepts I’m going to
share with you in a second, some of the ideas I've developed, are very different.
You might be sat there thinking, "Well, sounds good, Lee, but I think launches are
the way to go." So don’t take my word for it, go and build that business. I’m not
here to tell you that my way is the only way, okay?

I know a lot of people will be the voice of authority and they’ll say, "This is the
way you’ve got to do it or you will fail." How many people know those kinds of
people? I’m not going to do that. I'll tell you the way that's worked for me. If you
want to use it, that would be brilliant. Then go and buy more of my products,
please, and give me your testimonial. There are other ways to work as well. I’ll let
you be the judge of which method you want to use.

We’ve got consistent lead flow, every day we make sales, next month we should
do $130,000 in revenue. I can sleep easily at night because I never have to
compromise my ethics and my values. I get to run a completely honest Internet
business and never have to worry about any bad comments anywhere on the
Internet. I sleep easily and I know every single day, we’re going to make sales. I
don’t have to rely on a group of 20 people promoting my product.

I want to share with you seven rules I’ve developed in my business. I’ll tell you
why they’re so important. The first Rule of Momentum: Give first and sell second.
See I’m so stupid—if someone would have told me this three years ago I would
have said, "Just shut up. I’m going to create a sales page, I’m going to sell my
products and that’s going to be that."

Let me tell you now, the most effective selling strategy that I know is to give
away valuable content to the point where you build reciprocity and become
viewed as a trusted adviser, a trusted confidant. If I am in a shop trying to buy a
digital camera and the sales person walks up to me, what do you think my

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reaction is to that? Instinctively (I don’t know why), I back away, I put up a
barrier.

That person selling me that camera can have the best model in the world and he
could have this ridiculous special offer, but he will come up to me and say, "Hi,
this camera is on special, it's got all these features," and I’ll walk away and I’ll
block him. I’ll move away. How many people would behave in a similar way, put
up a barrier there? Why is that? It’s because people don’t like being sold to ever,
never.

Let me give you another example. I’ve got a friend in Newcastle called Andy who
is really good with cameras—fantastic. If I am in a shop and he just walks past,
sees me, comes in, and says, "Hey, Lee, you don't want that. You want this one, "
what will my reaction be then? My reaction will be completely different. My
reaction will be, "Okay, whatever you think, yes, let's have a look. Brilliant. Let’s
buy it. Cool," because he is a trusted adviser. He’s a friend.

You want to get into a position where your subscribers view you as a trusted
adviser. It's very powerful and that’s where you need to be. So why do most
marketers come across as sales people? Why do they use that strategy? Where is
the value in that strategy? I don’t know. How do you come across as a sales
person? Well, you send affiliate links every day promoting products, saying, "Buy
this, it will help you achieve these result." Next day, "Buy this; it will help you
achieve that result."

I’m not saying you can’t make money with that; of course you can, but I’m telling
you that if you want to do it a different way, with the same size list you can make
up to four times more money, even with the opportunity cost of those lost
mailings where you’re not mailing affiliate products, if you build up trust and
rapport.

In the example where I told you about Andy and if he mentioned a camera, I’ve
got subscribers…and I know many people in this room would feel the same, but if
I said to a subscriber, "You want to buy this product because I believe in it and it
will help you achieve this result," many people in my list, including a lot of
people in this room, would say, "Lee, I trust you. I want to buy that product
because you’ve given me advice; I’m going to buy it."

That’s how you get more money with e-mail marketing. That’s the most effective
selling strategy I know, is to become viewed as trusted adviser. You want to be in
a position when you’re marketing to your list where people view you as a voice of
authority and also where people view you as a friend, in the same way that my
friend Andy, if he tells me to buy a camera, I will. The way to make that transition
is to put your subscribers’ interests ahead of your own, to be perceived to do that
and to actually do that, and also to give first and to sell second.

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Create content, give it away with no ulterior motive. I’m talking about behind the
squeeze page and follow-up sales. You can do that as well, but just go away
tomorrow and just create some amazing free content and send it to the list. By the
way, I’ve noticed some people in this room who’ve gone away and done that on
the basis of another presentation I gave in London a couple weeks ago, and
they've achieved some tremendous results.

Dean was at that presentation and I showed him to do the strategy. Dean went
away and gave away some amazing content to his list. Dean, let's talk about what
kind of results you achieved with that.

Dean:

I put up a video on my blog, saying that I’d been to the workshop
and seen you, and came away with some values about giving the
free content away and building the relationship with the list.
Literally, on my blog page, I think there were 109 comments in 48
hours. There have been a couple since that. I’m just offering to
help people out on my blog.

Lee:

Don't you think those people are more likely to buy from you in
the future?

Dean:

Oh without a doubt, yes.

Lee:

I’ve seen some of the comments on Dean’s blog where he just gave
away some ridiculous content for free. The comments were like,
"You are the best. I love you. Dean, I want to marry you. Dean, I
want to have your kids." They’re going to buy his products; of
course they are. Thank you, Dean. I appreciate that.

How easy is it to go away today and make some free content? I’m not telling you
to go to China and build a fridge. I’m telling you to go put your headset on and
make a stupid video. How hard is that? Blimey—easy! How many people are
doing it? Not many. Why? Because they’re lazy. One of the things that you’re
going to get from me during this week is: Be different to everybody else because
being different gets different results.

How many people want to achieve different results? Even me, I want to achieve
different results. I want to make $200,000 a month. Being different helps you
achieve different results, and you don’t want to do the same as everybody else.
You can erect barriers to entry around your business if you’re different and
perceived as different. There are a few alternatives.

Also, one of the things that I really want you to get from this workshop is doing
more than what is expected of you. It is a consistent theme and you'll want to
write that down—just do more. Always do more. If you look at the blog, you’ll
see ridiculous amount of free content. Just do more. If other people in your

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marketplace are giving away one video every week, give away five videos every
week. If people in your marketplace are giving away no free content, give away
some free content. Just do more.

When I send an e-mail out now, I pay a lot of attention to my subject lines, but the
most important element that gets my e-mail opened is actually the From name.
When people see "From: Lee McIntyre," they open it up. How many of you in the
room would do that? Pretty much everyone, even without the Subject line.

How did you get to that point? You put your subscribers’ interests ahead of your
own, you do more than what is expected of you, and you give first and sell second.
Create free content, give it away, don’t expect anything in return. You’ll become
viewed as a trusted adviser and it’s the simplest, most effective selling strategy
that I know—very powerful.

The second Rule of Momentum: Never stop believing in yourself or your business.
I’ve worked with a lot of mentoring clients over the past two years. I've fired a lot
of mentoring clients, by the way, as well; it’s something I like to do. James will
tell you, we sack a lot of our mentoring clients. Not to be mean, just because
sometimes we don’t think it’s a good fit.

We’re very picky about who we work with. We’ve actually just taken on a new
mentoring client and I will tell you about her tomorrow. Her name is Kim. I met
her in Atlanta and she achieved tremendous results. She spent a whole day with
me on the phone actually, and the very next day she made about $8,000. I spent
the whole day on the phone with her, eight hours; it wasn’t like a two-minute
thing.

She took that strategy, she implemented it, we wrote some sales copy together and
she made $8,000 the next day. We don’t work with everybody, but working with
some mentoring clients has helped me realize that one of the big problems
holding people back, and it held me back, is that they don’t believe in themselves.

One of the things I talk about is—how the heck, seriously, can you expect
affiliates to trust you, support you, promote for you and believe in you; how can
you expect customers to believe in you to the point where they’re going to give
you the credit card; how can you expect vendors to believe in you and partners to
believe in you if you don’t believe in yourself? It’s not going to happen.

You’ve got to believe in what you do. You’ve got to have confidence in what you
do, otherwise none of this is going to work. There have been times in my business
when I’ve been filled with self-doubt to the point where I didn’t think I could
carry on. Even now, we’re doing $115,000 this month and I’ll be absolutely
honest, there have been moments this week (and I’m sure Abby will tell you the
same), when we’ve been stressed out, we’ve been up against it and we felt like
maybe this workshop wasn’t going to happen.

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This sounds ridiculous because there are 60 people in the room and 60 people
were confirmed to come, but I still sat there last night thinking, "No one’s going
to come!" I was filled with self-doubt and when I was going to organize the
workshop, I still thought to myself, "No one’s going to come. It’s just going to be
me. We're going to have to get some people from the street…"

At one point, Mark was going to be wearing a wig and putting on accents, sitting
around the room for the cameras. We didn’t think people were going to come. I
didn’t believe in myself, but if I didn’t believe in myself, would I have just gone
ahead, got it done and pushed forward? No. You’ve got to believe in yourself.
You’ve got to believe you can do it. You’ve got to be motivated. You’ve got to be
inspired.

But you’ve got to understand that it’s normal to have doubts. I have them now. It's
all relative. All you see is that we're earning $100,000 per month and you look at
that and say, "Well, Lee, that’s okay for you, you’re over there now." Of course I
still have doubts and of course I’m still learning new stuff every day. Have I hired
a team before? No.

Have I hired an assistant before? No. Have I hired an operations manager before?
No. I’m learning as I go, like you’ll learn in your business as you go, whatever
level you're at, whether you’re ahead of me or behind me. You’ve got to believe
in yourself, otherwise it's not going to happen.

The third Rule of Momentum—completely different from what everybody else
will teach you, but I want you to write it down. You need to acknowledge that the
easy button does not exist. Why the heck am I telling you that when I’ve got
DVDs for you to buy? I’m telling you that because it’s the truth. The way to make
money on the Internet is to build a real business. How many people believe that?

You’ve got to build a real business. What does a real business look like? Well, it
has customers and it has multiple products for people to buy. A good business has
a front end and a back end. A good business has a strategy to acquire customers at
the front end as cheaply as possible and convert them into back-end customers as
often as possible. That’s what a good business looks like.

What most people think is that there’s an easy button out there that you can go
away, find that secret—and it’s out there somewhere. When you find that secret,
that’s it, you’ll be rich. I used to think the same, which is why I can see people
smiling at me knowingly because I used to have that same thought process. The
easy button does not exist; you’ve got to build a real business.

Don’t leave the room and say, "Oh, I’m depressed now." There’s a good side to
this story. The good side is, once you acknowledge that the easy button does not
exist, you are ahead of 95% of your peers because most people are still looking

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for the easy button. I’ll tell you now, there has never been a successful Internet
marketer who has been successful while still believing there was an easy button
out there.

I used to think there was a big secret, I was convinced of it, that all the gurus got
together and they knew the secret, and if only I could figure that secret out, I'd be
set. There isn’t a secret. The secret is, you build a real business. Now don’t get
depressed, because look, we’re not making washing machines. You’d have to fly
to China, find a warehouse, get a supplier, build it, worry that it doesn’t
work…we sell information products. We’re doing it online.

I’m telling you that it’s a real business but I’m also telling you it’s a real business
that anyone can do quickly and easily from your own home, fast. You can reach a
massive, potential audience of millions of people using the Internet in a way you
never could have done 20 years ago. You can text and track quicker than you ever
could have done with direct mail.

You can get started from your own bedroom with less than $50 like I did. So yes,
it's a real business, but it’s a real business that’s cheap, that’s fast, that’s scalable,
that anyone can do from anywhere in the world. You’ve got to let go of this
notion of the big easy-button. Let me illustrate with an example: When I was first
starting my business, there was a point when I was going sell a product called
Auto Auction Income. It was a small product a couple years ago.

How many people have bought that product? Probably not many. Oh surprisingly,
a few, actually. It was a $7 product. Does anyone remember that the server
crashed on launch day? A couple of people remember that. I was due to go meet
Mark. You remember that, Mark. Mark was on the train and I was going to go
meet him and the server crashed midway through the launch, as it happens, after
we’d sold 80 units.

I probably got about maybe 220 e-mails telling me that my server was down and
after the second e-mail, I was grateful but I was a bit irritated because I knew the
server was down, but thank you, anyway. The server crashed and the point I’m
trying to make is, I worked hard, I had to make sacrifices. I was supposed to meet
Mark for some drinks but I sacrificed it to build my business.

There was another time when went and met a couple other friends, after I
launched Auction Secret Profits and I literally fell asleep in the pub. It’s not an
exaggeration—I literally nodded off in the corner of a pub because I’d been
working hard. Let me ask you this: If I thought, deep down or consciously, that
there was a big easy button out there, that I could press that easy button and make
millions, would I have not gone to the pub with my friends and stayed home and
built my business? No.

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When you believe there is an easy solution out there, you are never, in a million
years, going to invest in yourself in terms of buying products and putting them
into action, in terms of reading marketing classics like you should do—you’re
never going to make the sacrifice in terms of not going out and building your
business. You’re never going to do that, are you? Never.

I don’t have to work a lot at the moment. I do choose to work a lot because I want
to, but you’ve seen this event, I’ve got other people organizing the event. I’ve got
other people running my business. I choose to work now because I want to grow
the business. I could walk away today and we would be sustained at the level we
are, pretty consistently, I think.

We might take a dip over time, but I reckon I could probably do about two hours a
week input on strategy and review and keep it at the same level. That is my
thinking, but it wasn’t always like that. I never would’ve gotten to this point if I
had thought the easy button existed. I hope that makes sense. When you believe in
an easy solution, you’re never going to make those short-term sacrifices.

There have literally been times where, "Okay, I don’t have to work much now and
I’m a bit lazy now." I do a lot of work now but I can go through spells of being
lazy. It kind of goes in cycles where I work really hard, I don’t do anything, I
work really hard, I don’t do anything. But there have been times I’ve worked
really, really hard but I never, ever in a million years would have done that if I
thought there was an easy solution out there.

Understand that you’re going to build a real business. Nobody else tells you this
stuff. Well, some people do, but most people don’t. We’ve all seen the e-mails
promising you instant riches. I’m trying to give you the truth. Why? I’ll go back
to what I said at the start of the presentation, because if I give you the truth, you’ll
make more money and then what’s going to happen? You’re going to tell other
people to come to my next workshop and buy my mentoring, please, thank you.

Rule number four: Build deep foundations if you want a big building. It's so
important. So many people concentrate almost exclusively on short-term results,
short-term wealth. One of the things that I really believe in, in my business, is to
forget about short-term income and concentrate on long-term wealth. I don’t care
how much money I make today, I’m not interested at all. I know that’s easy for
me to say because I’ve got a successful business, but listen to this point.

It’s a lot easier to have a business that generates money every day where you
don’t care how much money you make that day. It doesn't sound right, does it?
But when you’re so focused on how much money you can make today, and when
you’re so focused on short-term wealth, short term-income, you sacrifice long-
term wealth.

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The point I’m making is, I always make decisions, and you should too, with
regard to the long-term impact on your business. Build deep foundations. Another
way you can apply this is with your autoresponder sequence, for example. I see so
many people create the product but they don’t go ahead and write the follow-up
sequence for customers, try to get them to buy back-end items.

They’ve got a very shallow building. They’ve got shallow foundations. They
can’t build a big building. Treat your business like a real business and build deep
foundations. Do things properly. Go the extra mile. Don’t mistake this for
"You’ve got to go out and get everything right before you launch your business."
That’s not what I believe in and that’s not what momentum marketing is all about

Momentum marketing is all about: You create a business, you launch it, and you
get some good results, and then think you tweak it afterwards. Then, you bolt on
extras. If you went for a continuity offer today, you would see a squeeze page,
then a $1 trial, then three up-sells, then you’d see an offer on the thank-you page.
Then you get a phone call from James, depending on how busy we are, obviously,
but that's something we're working on.

You'd get a phone call from James potentially, trying to give you some value, and
also maybe seeing if you wanted to take advantage of one of our Master class
courses. Did we do all of that from day one? No. You start off, you get some
results, and then what you do? You bolt on other bits to your business. So many
people think, "I've got an idea, but I’ve got to build everything first. No; you want
deep foundations, but you bolt it on as you go.

Rule number five, and this is a big one. This is maybe the biggest rule I can share:
Go deeper, but don't go wider. What do I mean? How many people have heard the
advice that to make money, you've got to go into multiple different niches, and
that's how you make lots of money. How many people have heard that advice
before? Sounds like reasonable advice.

I'm here to tell you right now that one of the biggest mistakes you can make as an
aspiring marketer, or even as a mature marketer of a big business, is to diversify
too quickly into multiple markets, until you've gone deeper into an existing
market.

That’s really not what you want to hear, because you're all entrepreneurs and what
you want to do is create new websites in new markets, new products, because
that's what you like to do, you like to build things. I'm the same. The hardest thing
for me to do is to go deeper into my existing business, because I want to go and
do new ideas and create new things.

Did I ever tell you I kept changing jobs? Well, I want to do that now. I want to go
this market and that market and this website. No. That's not how you build long-
term wealth. How many people have that kind of tendency before? Quite a lot of

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people. Listen to this point: When you’re marketing, the most expensive cost that
you will ever have is the acquisition of a new customer.

The most expensive cost you'll ever have is the acquisition of a new customer. It's
expensive either in terms of cash or time. Maybe you acquire customers by a lot
of article marketing. That costs you time. Maybe you acquire your customers by
pay-per-click or paid ads, but that is the most expensive cost in your business—
the acquisition of a new customer.

I you're selling a $27 e-book, it's very hard in a lot of cases to build a very, very
profitable business. There are some people who can, and they’re the exception. I
know some people can, I know there are people in this room you have. They’re
the exception. What you really need, and where the big money is, is the back end
of your business.

The most expensive sale you'll ever make is that first sale to a customer, because
you've first got to get the customer. Do you have to acquire that customer again
when you're making the second sale? No. Do you have to go and spend time on
article writing again to get that customer again? No. Do you have to add any other
marketing costs? Maybe so, depending on how you contact them.

But the marketing costs in making the second sale are massively less than the
marketing costs in making the first sale, because in the first sale, you're acquiring
the customer. You're getting the customers, you're acquiring them, that's what
costs the money. The second sale, you've already got them.

Let me give you an analogy. If you're selling a $27 e-book, you might spend $25
acquiring the customer. Does that seem reasonable? You spend the time or money
on pay-per-click, on article writing, or whatever. You may even lose money,
which is not a bad strategy, and we'll talk about it tomorrow. I like to lose money
on my first sale.

You might make some money, but by the time you’ve taken into account time and
effort, is there a lot of profit left? No. Where's the real profit? The second sale of
that customer is all profit, depending on what kind of product and how you're
reaching them, but there’s a lot more profit. The third sale is more profit. Why?
Because you don't have the customer-acquisition cost. You don't have to acquire
the customer again.

Also, with the second sale, the third sale and the fourth sale, do you think those
customers are more likely to buy from you if they’ve had a positive experience
with the first sale? Absolutely! Let me tell you, if I was selling you now a box set
for $500, I'd be able to sell more in this room, to 60 people who've bought all of
my products before, and come to this workshop, than I would to 60 people in the
street.

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Does that sound reasonable? Of course, because you’ve had a pleasant experience
buying from my company. You like what I do, you've come to a workshop. So the
second, the third, and the fourth sale is where the profit is, and because of that,
you should always go deeper into one marketplace, because that's where you're
going to get the biggest return on time and money.

You’ve got to go deeper into the market. Let me ask you this: What would give
me the biggest return, right now, today? Would it be to go and develop this new
product, The E-mail Marketing Black Book and webinar course, and sell it to my
existing customers and subscribers, or would my time be best served starting in a
new market, acquiring new customers, and selling a new front-end product?

If I had ten hours to invest, what is going to give me the biggest return on my
time? Obviously, it's creating a new product to sell to existing customers. You’ve
got to go deeper—deeper into one market. You may be sat there saying, "Well,
Lee, I don’t think my market can support a back end. You can’t go deep." Then I
would say you're in the wrong market. If your market cannot support a back end,
you're in the wrong market. I've got to be harsh, but you are.

Now obviously, you can make money in all kinds of markets. Some years ago,
when I was buying a house, I was looking for a snagging list. It's a list that shows
defects in the house—you tick stuff off the box. I found one and I bought it for
like £5. Great information product, and he was selling it via pay-per-click.
Brilliant. I'm sure he was making a lot of money selling these products for £5,
even when take into account his pay-per-click cost.

I don't think he had a back end. The point is, you can go into other markets, and
there are loads of niches out there that you can sell information products in. There
are loads of them, millions of them. I think you'll always get a bigger return when
you go into market where you can have a back end. You can make money doing it
the other way, but you’ll make more money with less time if you do it this way.

Go into a market that can support a back end, and then go deeper, before you go
into multiple markets. In our business now, we’re structuring things around, we're
building an operational core, with an office manager, an assistant, a technical
person, and I’m developing profit centers the business as well. I'm rolling out new
businesses over the next quarter, and they're going to be managed by other people.

I can do that now because I've reached the bottom of this market. I've got a back
end now, with a $17,000 product at the back end. I'm kind of at the bottom of this
market, and I've got consistent lead flow, so now is the time for me to move into
other markets and diversify.

But never go into another market until you've got two things: consistent lead flow
and you've hit the bottom of the funnel. I would not go into another market until I
got consistent lead flow, a consistent number of subscribers every day—every day

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you know you're going to get subscribers, no matter what happens—and you've
hit the bottom of the market.

By the bottom, I mean you’ve gone as deep as you can. You’re selling products
for as high as that market will support. Let me give you an example, In the
classroom management market, that's one of the things I'm going to go back and
actually improve upon in the future. It's one of our new profit centers. I've got all
those customers.

Am I going to get a bigger return by writing an e-book now about how to ride
ponies, or am I going to get a bigger return creating a $200 DVD box set to sell to
my existing customers? Of course, the latter, so go deeper into your market. That
advice is confusing for a lot of people in the room. I accept that. What have you
been told to do? You've been told that the money is in the niches.

"Go and find a niche. You’ve got to go and find an uncovered niche." No, you
don’t. Nonsense—absolute nonsense. Anyone who tells you that is talking
nonsense. You can do that. You can go and find that niche like snagging lists and
sell a product for £5 and make a £2 margin on every sale after your customer
acquisition. You can do that, but it's not the way to do it fast and get fast results.

It's not the way to build a six-figure business. You don't go and find a new niche;
you find a niche that's something to do with health and wealth, relationships,
dating or something like that; or to do with money, whether that's trading, real
estate, make money on the Internet, whatever.

If it's something to do with money, something to do with health and wealth,
something to do with relationships, and there's your niche research done. Finished.
You can find different niches if you want, but that's not what I would do. I am
giving you the truth, the honest truth.

If I was going to sit down with my best friend and say, "This is what you do..." do
you really think I'd send him to go and do loads of niche research? You can do
that, and I used to think that as well, but honestly, I would sit down and say,
"Choose one of these three markets, choose a sub niche in one of these three
markets, position yourself as being different, and that's what you do." That's what
I believe.

Which brings me to the sixth rule: Choose passionate markets, not hobby markets.
Bonkers. I had mentoring clients before who had been in markets like selling
products on collecting stamps. Of course you can make money selling a product
on how to collect stamps. That's probably a bad example. People might be
passionate about stamps, I don't know.

You want to choose markets where people are really, really passionate, where
people are desperate for results. Passionate and desperate markets—people are so

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heavily motivated to achieve a result. How many people think this workshop was
pretty important to me this week? It's been a bit of a worry, yes.

If I woke up with a spot in the middle of my nose four days ago, how many
people think I’d be prepared to spend a lot of money on an information product
giving me a solution to clear that spot? I would have spent thousands. If I'd have
rang up Abby and she said, "Lee, it's covered. We're all right. We've got a doctor.
It's fine. They've got an e-book, they’re going to give you a home remedy, it's
proven, 20 grand," yes, Abby, just go do it.

Why? Because I was passionate about a solution. I was desperate for a solution. If
I have a spot on Sunday, am I going to pay 20 grand for a solution? No, not at all,
but I was passionate for a solution. You want to choose markets full of customers
who are absolutely, ridiculously, over-the-top motivated to find a solution.

You only want to sell to people who are so ridiculously motivated to find a
solution, because then you don't even need to convince them that they've got a
problem. That’s the other thing as well—you want to find people who have got a
problem, they know they’ve got a problem, and they are passionate about fixing it.

How many people are here are passionate about trying to make more money in the
Internet? Quite a lot. How many people are sat here and saying, "Well, I don't
really care, to be honest. I heard there was free water so I thought I’d just..."? No;
you're passionate! Is it going to be easy for me to sell to you? If I was going to
sell this Black Book to you, is it going to be easier? Yes, because you're
passionate about achieving a result.

It makes so much more sense. Don't sell to people who don't care if they receive a
result. I've had so many mentoring clients selling products to people and they're
like, "Well, my customers, they’re not really that bothered." Insane! Sell to people
who are passionate about a solution. If you're in a market now and people are not
passionate about a solution, what should you do? Well, get out.

I don't want to give you like too much unqualified advice without seeing your
business. If you got a $20,000 business, don't quit, but if you're trying to sell,
something to people who aren't passionate, it's a lot harder. You can still make it
work, of course you can. You want to find people who are passionate. If someone
is trying to lose weight, you want to find a sub-niche of that market of people who
are really trying to lose weight. You are trying to find the desperate, passionate
customers.

The final Rule of Momentum, which is so important: Stop looking for excuses
and accept your results. It's crucial. So many people who Bev and James deal with
on the help desk look for excuses. You'll never achieve success if you blame it on
everybody else—never. It's not going to happen, never in a million years.

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If you're a person who says, "I have not achieve my result because of..." then
you'll never achieve that result, ever, until you change your attitude. And I know
that jars a bit, I know that’s not what you want to hear, but it's true. You've got to
accept that what you do leads to your results. Until you accept that, you're never
going to get the results that you want.

Stop right now if you're trying to make money online saying, "I can't make money
online because of those damn gurus," because when you have that attitude, now
you're thinking to yourself, "It's not my fault, it's their fault so I can't do anything
about it, therefore, I won't do anything about it." You’ll only start to take action,
you'll only start to change your business and change your life when you accept
that the result you achieve is a direct relation to the things you do.

What you do leads directly to the result you achieve. Understand that, embrace
that, and stop looking for excuses. I don't think the people in this room do because
the fact that you have come to this workshop shows me you don’t, but we have a
lot of people who look for of excuses. "Lee, I couldn’t achieve that result because
my cat died and therefore, I'm going to watch some TV"

"Lee, I couldn't do it because I'm tired and a bit stressed out, and I've got a lot
going on in my life at the moment, Lee. I moved house and LOST is just starting
on tele. I've got to watch LOST." Do you want to achieve a result? Stop looking
for excuses, and just do it! Nobody else is responsible for it apart from you. Look
in the mirror every morning and ask yourself, have you achieved the result you
want. If the answer’s no, who's to blame? You.

When you accept that, you'll start making the decisions you need to make and
you'll start moving forward. I used to sit down and think, "I can't do this because
of this." Well then, I’m never going to be motivated to try and change it. So many
people as well have this thing where they say, "I could go and do my business, but
I’ve got a lot going on in my life right now and a bit busy. Maybe next year."

One of the key things you need to understand is that people who are successful do
things fast. I mentioned about the new mentoring client who made $8,000 in a day.
She was on the call to me from Kentucky in America. I think it was 6:00 her time.
I'd met her in Atlanta. She had hired me in Atlanta, I went back to Newcastle, I
did a Skype call over, she got up at 6:00.

We did an eight-hour Skype call; in fact, it was nine hours in total, but there was
an hour break. I was tired at the end of it, and she paid a lot of money for it. At the
end of that call, it was 3:00 her time and she said, "Right, Lee, I'm off. I'm going
to get this done and I'll send you an e-mail tonight."

I said, "What? That's insane! I'm exhausted, how can you do that?" She was like,
"Well, that's what I'm going to do." She literally went away, she made a sales

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video (we had scripted it on the phone), she sent out an e-mail. I'm not joking, she
made $8,000 within 24 hours.

She sent me a testimonial saying, "Lee, I was only supposed to sell 50, but I didn't
expect to sell 50. I went out for lunch, I came back and we had sold 84. I felt
really bad because I was only supposed to sell 50, but I was literally out for tea
and I sold them all in two hours." I'm not joking. She sold a lot. I think she was
selling a $97 product. She was supposed to sell 50, but she sold a lot. She
achieved a massive result.

The point I'm saying is, she wasn't looking for excuses, she accepted that she was
the person responsible for her result, and she did it fast. If you're one of those
people—and I know there are going to be some in the room, and I was the same,
this was me—who says, "I'm going to do it…once I've sold my house, I've sold
my car, and I've got that new job, and once LOST series is finished, I'll be all set
in 2011 and then I'm going to really…" No; do it fast.

How many people think they're going to come out of this workshop with
actionable ideas that can make them more money? Yes, everyone. What's the best
thing that you can do? Put into practice really, really quickly. When I came away
from Atlanta (I was speaking, but I learned some good stuff from some of the
people on stage, really good stuff), I implemented it, actually in the airport, while
I was delayed for 34 hours, or whatever it was. I implemented it in the airport and
I made more money as a result because I did it fast. Are there any questions?

Participant:

What are the VAT implications of selling online?

Lee:

I should say at one point, I did get a little bit worried. On
Infusionsoft I can track who is opening my e-mails and at one
point, the first two people who opened every e-mail were
somebody with the e-mail extension ".hmrc.gov.uk" and I was like,
"Oh, my god," and hit "unsubscribe," "unsubscribe." That's
something we can maybe talk about on the Q & A session later.

Participant:

Your first point was: give first and sell second. I haven't got a list.
How do I give? I can create something to give, but who to and
how?

Lee:

In the next session, I'm going to be looking at how to create your
business really quickly. I would say, in my example, I went to the
Warrior Forum. Find where your prospects congregate, where they
hang out. If someone says, "Lee, my prospects don't hang out
anywhere," then you've got a problem.

If you don't have any prospects and if they don't hang out places,
you don't want to be selling to them? Why? People who are

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passionate—what do they do? They hang out with other people
who are passionate. They hang out in forums.

As a side note, some of the most highly responsive customers you
will get are from forums because it's where passionate people go,
people who live and breathe the stuff. I would find a forum, a blog
or a community—find out where your prospects congregate—and
that's where you go to try and give them that information.

If you're in the teaching market, you'd go to the TES.co.uk website.

It's somewhere I used to go. If you're in the weight-loss market,
you find out where people go. The reason I say this is, if you're
going to a forum every day and you're trying to achieve a result
every day, and you're discussing this topic every day, do you think
you're pretty interested in that topic? Yes, absolutely. I’m going to
wrap this up. I hope you’ve enjoyed the first session. Thank you
very much. It’s been a pleasure. ♦