Extreme Income Ninja

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:: Table Of Content ::
Understanding My System……………………………………………….4
Step 1: Building Simple Funnel………………………………………….6
Step 2: Getting Traffic……………………………………………………..9
Traffic Method – 1………………………………………………………….10
Traffic Method – 2………………………………………………………….12
Traffic Method – 3………………………………………………………….14
Step 3: How to Speed Up Your income & get cheap clicks…………25
Thank You Page……………………………………………………………39
Exit Traffic…………………………………………………………………..40
Step 4: Receiving clicks from your clickbanking
partners………………………………………………………………………41
Here’s the best part………………………………………………………..44
Conclusion…………………………………………………………………..45
Understanding My System:
Hey Saurabh Ankush here..
How are you doing my friend!
Firstly thanks for grabbing my course and in this course I am going
to teach you how I am making $50-100 pay day with my secret
method.
I am sharing my complete blueprint but before starting I want to tell
you one thing – my method will work only if you are going to work
on it.
It’s not difficult at all. If you can spend 1-2hour per day, you are
good to go.
Let’s have quick Overview of my method:
1. I build a “simple funnel” with magical price point.
2. I use 3 free traffic ways to get tons of traffic without spending
any money.
3. Then I use a paid traffic method to speed up my process. And
I spend only $0.05-$0.1 per click.
4. I drive these traffic to my simple funnel, where it first goes to
landing page and after that it goes to thank you page.
On thank you page I promote 4-5 offers which include
CPA/CPS offers + offers of clickbanking partners.
5. I drive all of my exit traffic to my clickbanking partners.
6. In return my clickbanking partners send clicks back to me. To
receive those clicks I have another “money making” funnel.
Where I build my list + money from CPA/CPS offer at the same
time. And best part – This new traffic is absolutely FREE.
7. Then I use my list to promote offers (CPS/CPA) to make
money for long time.
How does it sound to you? Good? Yeah!
I am sure you must be thinking.. oh man.. There is lots of work
involved in this method. But let me tell you honestly it’s not!
You just need to work one time, and once everything is set. Very
few hours is required to maintain everything and keep making
money with this system.
So, let’s start! And before starting I am going to promise you that I
will not hide anything from you. And I am going to share
everything. I would love to see success stories from my students.
Step 1:
Building Simple Funnel:
What is Simple Funnel?
Simple Funnel means a set up where traffic lands and get
converted into leads – making us money + email list.
So, we are going to have a landing page.
Basically a sale page over here..
Now you must be thinking, so are we selling something on this
landing page?
The answer is – YES!
We are going to sell a simple guide with price tag of $1-$1.99.
Why are we pricing so less?
Simply because of two reasons:
1. It takes less work for building $1-$1.99 price tag products. 10-
15 pages are good. You can complete it within 1-2 hours
easily.
2. You don’t need to be expert for creating it. Even if you know
any segment in your niche, you can do it!
Let’s suppose we are in internet marketing niche, and you
don’t know everything about it, but you know one thing –
“keyword research”, then you can easily write 10-15pages
around it and price it at $1-$1.99.
And trust me it would still provide value to your buyers.
I always like to make money while providing value at the same
time.
What to do when you are extremely lazy and writing 10-20pages
look difficult to you!
Don’t get disappointed my friend, I myself hate writing and I know
many people who don’t start working on projects just because they
hate writing!
Still you got two ways!
1. Buy a good PLR – What I am going to recommend here is –
visit forums related to your niche and look for good course
and buy its right to resell. There are several people who sell
their products with PLR rights.
So, what I do is – buy a good product with 40-50+ pages. Or if
you can find video course then it’s brilliant. It would normally
cost you $10-20 maximum.
Now you must be thinking why I am saying 40-50+pages! It’s
because – after purchasing people should feel like you have
over-delivered for $1-$1.99. This way you win their trust.
And inside the course you put a recommended section, and
here you put 5-10 CPA offers. This will make you income in
long term.
2. Second method is – go get a writer. Normally use writers from
forums related to your niche, as these writers are experts and
they know the topic in much detail. So, they provide good
output.
Now, what you need to do is.. You need to make a thank you page.
Just after people purchase your course, they will see a page
thanking them for their purchase.
Here on this page you need to put 5 Offers. And these offers will be
related to CPA/CPS/Clickbanking partner offers.
**CPA offers means Cost per action – offers which pay you for
actions your traffic take on advertiser website, like email/zip submit
offers, survey etc.
**CPS offers means Cost per sale – these offers pay you when your
traffic buy their product.
**Clickbanking partner offers – Firstly lts understand what
clickbanking is..
Clickbanking means sending clicks to a person in certain period of
time and in return your partner will send same amount of traffic
back to you.
So, we are going to find a few clickbanking partners and we will put
their link here in our thank you page.
You must be thinking why we are doing this? We can easily put
CPA offers and make good income with it.
But wait..
The traffic you are sending through your thank you page is already
on your email list, so you can directly get in touch with them there.
But By using clickbanking you can easily get new source of traffic
flowing in your system making you more income, and more email
list which will lead to more sales/conversions of CPA/CPS offers for
you.
Now, next question is..
How to find these clickbanking partners in under 4minutes!
Easy.. there is a facebook group on facebook where you can find
tons of people for clickbanking.
Just go to facebook and search “Clickbanking testimonials”, and
you’ll find it.
Also, don’t forget to redirect all exit traffic – FROM LANDING PAGE
+ THANK YOU PAGE – to your clickbanking partner so that you can
make money even with traffic that leaves you.
Suppose 100people tried to close your landing page + thank you
page and you sent them to clickbanking partner. In return they sent
you 100 new clicks back to you. You made 4 CPA sales out of those
100clicks. You made $40 (suppose that cpa offer paying you
$10/conversion). So, basically if you would have not sent them to
your partner then you won’t be able to make any income out of
these people, am I right? Isn’t it cool, using a simple trick can
increase your income? .
For redirecting exit traffic you can use “EXIT SPLASH”.
Step 2:
Getting Traffic:
Now you have everything set. Your “simple funnel” is ready. You
need to drive traffic now.
In this section, I am going to talk about 3 free traffic ways which I
use and which works best for me.
The best thing about free traffic is.. you DON’T need to worry about
ROI! You are not spending anything, so don’t have to worry about
anything. And whatever you earn, it’s fully yours!
For me free traffic = 100% net profit.
Traffic Method – 1:
Using Secret High DA/PA sites – A lot of people will tell you go and
create your own site and start writing articles and post on it.. blah
blah.. and you’ll get lots of traffic in long term.
BUT!
I know it’s tough and it takes lots of months. But we need fast
result. So, what to do!
There is a way!
There are several website where you can publish a simple 350-
500words articles promoting anything. And you don’t need to work
on SEO & Ranking of your pages!
As these blogs have HIGH Domain authority so google usually rank
them very high even without any backlink. They are usually old and
have hundreds of article on it, so over the time, they have gained
trust in google’s eye.
Now the question is.. how to find these HIGH DA/PA sites which
rank automatically.
Have you heard about Ning network?
It is basically a network where people open account and get a blog
to publish articles. But we are not going to open account on ning.
Neither we are going to create a blog.
We are going to publish our article on others blog which uses ning
network.
To be honest, I have tested a lot of blogging platform, but I have
experienced much better ranking with ning.
It’s really a secret network and nobody is going to tell you about it!
Because many people themself doesn’t know about it! Lol..
Our plan is to find some high authority ning websites and publish
our article on these blogs & we will get traffic flowing to our
“simple funnel”.
So, let me quickly show you one example on how to do it:
Here is one website – http://www.enriqueiglesias.com
It’s DA and PA is..
56 and 64
and its link profile also looks great with 10k backlinks.
So, its authority in google’s eye is really strong.
When you place one article on this blog, it will start to rank very
high even without doing anything.
So, how to publish article on these blogs?
Look at signup button on this website here..
Create your account and just after creating your account, you’ll see
“add blog post” button. Click on it and you’ll see two boxes..
1. Title – write your article headline.
2. Body – write your complete article with link to your landing
page.
And click publish!
Dont forget to have your keyword in headline and body of your
article for which you want to rank.
That’s it!
Traffic Method – 2:
Twitter :
I know you must have heard about twitter, it’s a famous social
media website.
So, what we are going to do here is..
We will open a new account (niche related), and we are going to
follow famous people in your niche like famous internet marketer (if
you are in internet marketing niche), or famous diet expert (if you
are in diet and health niche) and so on..
Then you need to start following followers of these people.
Now, you must be thinking. Why should we do it!
Very simple! See.. people who are following these people are niche
related people. I mean a person who is following a internet
marketer must be interested in internet marketing. Same way a
person who is following weight loss expert must be interested in
losing weight.
So, we need to start following followers of these people.
And in return they will start following you.
So, you will start getting followers and your own community will
start to grow.
Some Tips:
1. Follow 150-200people daily and in less than a week you will
get 500+ followers if you do it on regular basis.
2. Start tweeting some helpful tips around your niche.
3. Tweet daily with your link of landing page.
4. Don’t spam, try to build some authority.
5. Engagement is necessary, so retweet others tweet and reply
to people who contact you.
Here is some example of tweets you should post:
“Here is the best way to lose weight – [LINK]”
“My favourite way to lose weight – [LINK]”
“This is how I lost 6kg in 2 months – [LINK]”
“You are not going to lose weight if you are doing this – [LINK]”
Let me share one more thing..
If you want huge traffic through social media sites like twitter then
you should make a top 10 list, and publish it with your landing page
link.
People on twitter really like “top 10”, “best 10” list.
“top 10 courses on weight loss – [LINK]”
“10 ways to lose weight in a week – [LINK]”
“Top 10 ways to make money online – [LINK]”
“Best 3 courses on blogging – [LINK]”
Traffic Method – 3:
Youtube :
Youtube traffic converts really well for me. For youtube what you
need to do is.. Find some buyer keywords with low competition and
get a video ready around that keyword and put your landing page
URL/link just below your youtube video in description box.
As we are choosing low competition keywords it will take less work
in ranking it.
So, traffic coming on our video click on the landing page URL and
we got the traffic in our funnel, which will make us money.
Let’s see whole method in details:
Finding keywords:
Here are the requirements – we need to find a buyer keyword with
at least 500+ monthly searches, but no more than 2000.
I think 500-2000 monthly searches are the best range for buyer
keywords. As within this range competition is generally easy and it
doesn’t require you to work hard at all for ranking your video.
In many cases you’ll find your video ranking just with ON-Page
SEO.
So, we are need to visit “Keyword planner” and find a keyword with
500-2000 monthly searches.
But wait I told you, we need a “buyer keyword”.
So, what is buyer keyword?
Buyer keyword basically means keywords with buying potential, ie.,
people who search these terms in search engines, like
google/youtube, having buyer mindset and they will buy something
if you present them with offers. They are basically people who
know what they need and they have hunger to solve their problem.
Here is a Quick Trick to find buyer keywords:
1. Find keywords starting with “how-to”, “best ways to”, “top
ways to”, “ways to”, “get rid of” etc.
2. Product related keywords like product name + review.
Whenever you see these keywords, you should know that these are
basically buyer keywords and these keywords have good income
potential, and it can drive you traffic which actually converts!
Go, use my tips and find some keywords. 4-5 is best to start with.
Video Creation:
We have already selected our keywords, so our next step is to get
our videos ready.
There are three ways to create your video:
1. Be on camera and speak for 1 – 2 minutes.
I know some people totally go blank in front of camera. Then
here is the trick you should use. Write point in front of you
while talking on camera or write everything on your desktop
and start reading on camera.
2. If you are too shy to come on camera. Go to fiverr.com and
get your video outsourced for $5.
Always ask for discounts! Like if I need 3 videos of 1 minute,
then I select a person on fiverr, and ask him if he can do my
videos for $5 each, as normally many people ask $10 for
1minute video. And I tell them I will order more if they can do
my video for $5 each with 1minute length.
This way I save my cost on video creation. So, if I need 3
videos, instead of paying $30, I pay only $15. Saving me $15!
That’s 50% saving!
3. Use Software like Camtasia Studio (it has free trial version).
Find some niche related pictures. Use text, picture and
background music to make a quick 1-2minutes video.
You can also use powerpoint presentation for your video.
Video Ranking:
Youtube is owned by Google, so if you want to rank your video in
Google then let me tell you it’s a good idea! As for many keywords,
Google give 2-3spots for videos in top 10 results.
As we have chosen low competition keywords so it’s not difficult to
rank videos both in youtube and google.
Let me give you step by step blueprint on how to rank your video in
youtube:
1. Firstly you need to work on ON-Page optimization.
What is ON-Page optimization? It basically means changes that we
do ON Youtube page while uploading our video. So, what changes
we do? Lets see:
Title –
we need to choose a title/headline for our video. Most people don’t
understand the important of this section, and they fill it with
anything.
If you are going to fill it with anything, it is not going to help you.
Some people just fill it with their keyword and they think they have
done SEO correctly.
No, buddy! Not at all. Title need to have your keyword, but not only
your keyword! It should also have other words apart from your
keyword.
Like – “How to make money in a week”
“how to lose weight in a week”
I know several people use these types of title in their video.
What you need to do is.. You need to make your title interesting +
keyword rich + long tail keywords rich!
What does it mean?
See, you need to have a title which can attract lots of eyeballs.
Because – in spite of getting you more clicks, it helps you in
ranking higher a bit.
Very few people know that Google not only see keywords while
ranking a site/video. It also checks its CTR (click through rate). The
number of times it is displaying in front of audience and the rate at
which people are clicking & opening your video.
If people click on more on a specific video/site, Google think it’s a
great source of information and people are liking it. So google rank
it higher.
This is the reason why some people uses special
characters/symbols in their headlines/title like *** $$ ##  etc.
So, always have interesting headlines. It always draw more clicks
to you.
Second important ingredient is – keywords!
Put your exact match keyword in your title.
Third – long tail keywords.
It’s time where you need to use google suggestion and find some
long tail secondary keywords around your main keywords.
Like:
Try to use these terms in your title. These keywords usually have
very very low competition. Just by putting them in your title will get
your video ranking for many of these keywords.
This way you will enjoy more traffic flowing your way.
Let me show you some example:
Suppose Our main keyword is – best way to lose weight fast
Here’s the list of secondary keywords:
Best way to lose weight fast for women
Best way to lose weight fast for men
Best way to lose weight fast for guys
Best way to lose weight fast in a week
Now, let’s use these and create a title for our video:
20lbs in a week – Best way to lose weight fast for women/guys!
In this example you can see I have all those keywords + “20lbs in a
week” to make my title interesting and attractive.
This is what you need to do, this way my video will start to rank for
my primary as well as all those secondary keywords.
Description –
Second most important thing is description box.
First paragraph of description should be your landing page link.
Then after that.. You should have 500-1000word article related to
your niche. Why so long? Because Google love long description
and it usually rank videos with long description higher.
Google can’t read your video, but it can read your title and
description.
So, always have your keyword placed in your description in way
that it looks naturally placed. But Don’t overdo at all.
For videos Use my 2% Law:
In description always have your keyword density with 2%, which
means if your description is of 100words. Put your keyword 2times.
And if its 500words, then 10times. And so on..
At last of your article in description, make a section saying-
“Search Terms” and put all secondary and long tail keywords in list
form, or just write it down, & separate them by commas. You can
also place your keywords with spelling mistakes here, so that
people who do spelling mistake can find your video on top.
Tags –
Its simple. Enter ONLY 2-3 keywords in tag, and these keywords
should be your primary and other higher searched keywords.
Video Transcript – As I told you YouTube and Google can’t read
your video. So, it’s great if you can add a summary of your video in
video transcript. It helps a lot.
And don’t forget to add your keyword in transcript.
Custom thumbnails – You should make a quick colourful custom
thumbnail in paint. It really attracts more audience.
Annotations – Basically add a bubble and put your keywords inside
it.
Channel Setting – Go to your channel setting and update your
About section & Put your keywords in it.
2.Off-Page SEO:
Off-Page SEO basically means optimization you do outside
youtube.
Mainly includes “backlinking”.
There are several types of backlinks but these types of backlinks
work best for youtube video ranking.
Contextual Backlinks –
Backlinks from article/body of the blog. This includes Article
directories, guest posting, blog network, sponsored post etc.
The most powerful types of backlinks are – Blog Network.
Blog network means a set of blogs with high PR domains, good DA
(Domain Authority), PA (Page Authority) and good Link profile.
You can easily set up your own blog network by getting some
expired domains, and set up their hosting. Write article on these
blogs and place link of your youtube video with your primary
keyword as anchor text.
Here are some quick tips while setting up your
own blog network:
1. Domains must have DA/PA more than 10.
2. Get domains with PR2 (it’s still important!)
3. Always get domains with at least 1-2 year old.
4. While getting domains, check out if its index in google or not,
if not! Never buy such domains.
5. Try to get more than one hosting account. And always go for
cheap hosting. No need to buy expensive stuffs.
If you don’t want to build your own blog network. You can always
buy these types of backlinks from places like blackhatworld &
fiverr.
Now, here’s the list of best places to buy backlinks:
Article Directory Backlinks:
https://www.fiverr.com/mikemeth/spin-and-submit-article-to-over-
1200-article-directories-top-gig-200-backlinks
https://www.fiverr.com/gloriaphilips/write-submit-and-approve-3-
articles-in-3-top-article-directories
https://www.fiverr.com/crorkservice/spin-and-submit-your-articleto-
7450-directories-get-500-google-backlinks
Blog Commenting Backlinks:
https://www.fiverr.com/crorkservice/make-link-pyramid-1000-pr3-topr8-
profiles-and-10000-blog-comments-order-now
https://www.fiverr.com/alex_rumer/provide-over-20000-live-seoblog-
comment-backlinks-improve-your-link-building
https://www.fiverr.com/nomania/do-upto-1650-blog-comments-pr2-
to-pr7-manually
Web 2.0 Backlinks:
https://www.fiverr.com/dotgirish/create-contexutal-link-pyramid-of-
18-high-pr-web-2-properties-blogs-and-7000-tiered-backlinks-tothem
https://www.fiverr.com/biyayaforro/create-10-high-pr-web-2-0-
properties-for-your-site
Link Wheel:
https://www.fiverr.com/volarex/do-seo-linkwheel-pyramid-backlinkto-
website-blog-or-youtube-to-rank-on-google
https://www.fiverr.com/crorkservice/make-link-pyramid-1000-pr3-topr8-
profiles-and-10000-blog-comments-order-now
https://www.fiverr.com/horheu/create-a-link-pyramid-with-high-prweb-
20-backlinks
Social Bookmarking:
https://www.fiverr.com/crorkservice/add-your-site-to-1001-socialbookmarks-
high-quality-backlinks-rss-ping
https://www.fiverr.com/crorkservice/create-75-pr3-to-pr8-seollnkwheel-
and-2000-social-bookmarks-great-for-youtube
https://www.fiverr.com/iennod/bookmark-your-multiple-urls-to-200-
social-bookmarking-sites-in-4-hours
Gov & Edu Backlinks:
https://www.fiverr.com/youngceaser/do-seo-high-pr-9-edu-backlinkpyramid
https://www.fiverr.com/mkmedia/create-230-edu-seo-backlinks
https://www.fiverr.com/gorrior/deliver-5000-youtube-retentionviews-
to-rank-your-video-1-real-and-natural
https://www.fiverr.com/bigtiger/create-1500-dofollow-1500-high-prand-
300-edu-gov-blog-comments-backlinks-using-scrapeboxunlimited-
urls-and-keywords-allowed
Step 3:
How to Speed Up Your
income & get cheap clicks:
Bing ads are the best way to get targeted traffic at cheap rates.
These traffic usually converts really well, after all bing is popular
and a lot of people who use bing are buyers.
Let me show you how to setup everything with bing ads and get
traffic for cheap.
Firstly go to bing ads, and create an account. Follow this link:
https://bingads.microsoft.com/
Now Create campaign:
You will see this page-
First thing you need to do is, select your daily budget..
Here is my suggestion – Always go with $5-10 USD PER DAY as
your daily budget when you are starting out, so that you don’t lose
anything while you start.
Now next thing you need to do is – select Location to target.
Here, select Only Tier 1 countries ie., USA, UK, New Zealand,
Australia & Canada.
As tier 1 countries are English speaking countries and they convert
well on English offers.
I see most of my conversions from USA. So, normally I target only
USA. But it depends on offer to offer.
But I will recommend you to start with all tier 1 countries and after
that you can examine your results and remove countries which is
not working.
Now you’ll see an option saying “Advanced location options”.
In that select “Show ads to people in your targeted location”
Like this:
Now it’s time to Create your Ad Copy:
Ad copy basically means text & link which will appear in search
engine as your advertisements.
Ad title – You need to fill this box with an interesting headline
related to our niche. Let’s suppose our niche is weight loss. Then
you need to put here something like –
“Want to Lose 2kg in week?”
Now in Ad text put something like this –
“*100% Satisfaction!* Magical Way of losing 2kgs. *No Side Effect*”
Display URL:
Here put link of your landing page. But it’s not necessary to put
your landing page URL if it’s too long and weird. I mean if your
landing page URL is too long then you don’t need to put your
landing page URL. Just put anything related to your keyword.
Like: http://weightlossnow.com
Destination URL:
Fill this box with link of your real landing page.
When someone clicks on your ad, this is the place where they will
get redirected. So enter this carefully without any mistake.
Here is the example:
Next Option is “Choose Your Keywords”:
Here you need to enter Keywords for which you need to display
your ads.
Always choose buyer keywords!
Ie., keywords with How-to, best way, top ways, review, get rid of
etc.
For keyword research, go to google keyword planner:
Here is the link : https://adwords.google.com/KeywordPlanner
Use gmail account to signup/sign in..
Now, select “Search for new keywords using a phrase, website or
category”
A box will open like this:
Now enter your niche, or any term you know around your niche.
Like if its weight loss niche, then enter like – “how to lose weight”
If you are in internet marketing, enter something like – “make
money online”
If you are in acne niche, enter like – “get rid of acne”
And so on..
Select your targeting countries. Again select tier 1 countries.
And in keyword filter option, select “between” option. And filter
keywords with 1000-10,000 search volume per month.
Here’s how you need to fill:
When you have everything SET, click on Get Ideas.
This page will open. Click on “Keyword Ideas”:
Here’s the list of keywords according to our filter and setting:
Choose at least 20 keywords from this list.
And add it here in keyword box and click on “Add” button..
Here’s how it will looks..
Next thing you need to do is change “Type” from “Broad” to
“Exact”.
Edit all “bids” which is present there by default. And change it to
$0.10.
The number which is already present there by default is just
suggestion from bing for first page ranking. But they are usually
higher than required because every company want to earn more.
So, they show higher price so that you pay them more and they can
earn more! Simple formula!
So, just edit every field and enter $0.10 for all keywords.
Here’s the final picture:
Click on Save.
Now, let’s work on targeting & demography for maximizing results!
Go to Campaign Setting:
Scroll down to Targeting Option..
Click on Demography and adjust bid adjustment.
Increase/decrease percentage of bid according to Gender and age.
This is important!
Because some niches/keywords have more males searching for it
and in some niches number of female searchers are higher. Like
yeast infection – usually female searches more about it.
6 Pack abs – mostly males searches about it.
Also note! Always focus on Quality Score of your bing ads. Every
bing ads get a ranking on scale of 1-10. The higher the better,
usually I have seen the ads with higher quality score gets top
ranking in search engines and drives clicks at very cheap rates.
So, whenever you start an ad campaign, always try working on
increasing your quality score. And remove ads with low quality
score, as this will cost you higher.
Increasing Quality Score:
Bing usually check landing page for determining quality score.
Having original text, keyword related landing page, clean and clear,
and no squeeze page in upper fold of landing page gets higher
quality score.
So, We need to drive all these clicks to landing page of our “simple
funnel”, where they purchase our $1-$1.99 product and just after
that They reach on our Thank You Page.
Thank You Page:
This is the page which We need to use for maximizing our income.
This is basically a page saying thank you for purchasing our
product. But You need to wait and check my FREE BONUS!
And Here you need to have a list of 4-5 offers. Displaying like this:
Bonus 1 : How I lost my weight in 2 week
Bonus 2 : You can lose weight instantly
Bonus 3 : Diet which help in losing weight
Bonus 4 : The Secret behind weight loss
Bonus 5 : This is why you are fat!
You can link these bonus to CPA offers & offers of clickbanking
partners.
If you are linking to CPA Offers then always try to have email
submit/zip submit offers.
They convert best and your traffic doesn’t need to buy anything to
make you money. Just after they enter their email/zip code, you’ll
get paid.
Here are some CPA Networks which I
recommend:
Cash Network (best for internet marketing niche)
Maxbouty
NeverBlue
Clickbank (instant auto approval – no need to get approval while
creating a new account!)
You can also place links of your clickbanking partners where you
will send clicks and in return you will get same amount of
new/fresh clicks back to your funnel, getting you more sales and
more income.
Here’s my advice:
Put CPA/CPS offers in first 2 bonus, and in third-fourth have
clickbanking partner link and again in 5th one have a CPA/CPS
offer.
Let me show you one example of thank you page:
Exit Traffic:
Not everyone is going to convert on your landing page and thank
you page. A good number of traffic will try to close your page. So,
why not make money out of these exit traffic.
What you need to do is..
Redirect these exit traffic from landing page and thank you page to
your clickbanking partners.
This way you are sending clicks to them, and in return they will
send you fresh clicks to your funnel.
So, basically you are replacing bad traffic with good one!
You didn’t made any money with your exit traffic but many people
out of these new traffic will convert on your landing page and thank
you page making you good income, and your list will also grow.
Step 4:
Receiving clicks from your
clickbanking partners:
Until now you have sent good number of clicks to your partner but
how to make money when he send clicks back to you.
You can get those new clicks back to your landing page where we
are selling $1-$1.99 product.
But I like to do is, instead of getting them on sale page. I send these
clicks on my squeeze page.
Squeeze page basically means page which has a box to enter email
address and name to subscribe ones newsletter.
So, I create a simple yet effective squeeze page which converts at
40%-50% on these traffic and after that this traffic goes straight to
our thank you page which we have already created in our previous
steps.
Here are some example of squeeze pages which convert best:
Here’s the best part:
If a squeeze page converts at 40%. So on every 100clicks, you’ll get
average 40 leads and 40 people will visit your thank-you page.
And 60 people will try to exit your page and they will land up to our
new clickbanking partner! So, keep in mind we will get new sets of
60clicks soon for free!
Out of these 40clicks which land up on our thank you page. Even if
we see conversion of 1.5 on every click. We get 50-60conversions.
If you get $0.80 per conversions, we make $40 instantly. 
These days I normally use CPS offers here, but when you are
starting I would recommend you to go with CPA offers which pay
on email/zip submit.
Conclusion:
We are in last section of our course. Firstly congratulations for
going through the whole course and I hope you enjoyed reading
this course.
I wish you all the best. And I am going to again remind you – the
key of success is taking action.
So, whatever you learnt today, do implement it and you will find
success and money rolling in your account very soon.
Don’t just jump from one method to another, stick to one method
and keep working on it until you see good money.
I have shared you my complete working method and I hope you are
going to work on it and make it happen for you.
And when you earn your first dollar don’t forget to share it with me
 I would be very happy to know if this course can help you.
Thanks my friend,
To Your Success,
Saurabh Ankush 
PS. Do You Want Done For You Package to kick Start Your
Campaign?
5 Campaigns : http://extremeincomeninja.com/oto1
10 Mega Campaigns: http://extremeincomeninja.com/oto2

Evolved Enterprise

How to Re-think, Re-imagine & Re-invent Your Business to Deliver Meaningful Impact & Even Greater
Profits
YANIK SILVER

Early Endorsements

“Yanik Silver is a new breed of Super Hero, one who hasn’t lost touch with the little boy inside.
He’s one of the rare few who is capable of launching between creativity, acumen, execution, and,
ultimately, philanthro-capitalistic enlightenment. Right brain? Left brain? No—Yanik has right,
left, front, and back firing at one time! Who does that? Evolved Enterprise offers the answer to
that question and many more in riveting fashion!”
– Frank McKinney, 5x bestselling author, including
The Tap
“I had Yanik Silver on my SiriusXM Show, and afterwards the phones were ringing off the hook.
People were inspired by his insights and his compassion to do good while he does well. He is one of
the most enlightened and conscious entrepreneurs I have ever met. He is someone who really gets the
idea that it is important to not only make a profit but also make a difference in the lives of
others! This book will help you become a better business person and a better human being!”
– Dr. Willie Jolley, host of The Willie Jolley Wealthy Ways Radio Show and bestselling author of A
Setback Is a Setup for a Comeback & an Attitude of Excellence.

“Jeff Bezos said, ‘The only danger is not to evolve.’ Yanik Silver agrees, and in his new book, he
shares his message, mission, and movement about how to turn transactional business into
transformative, even transcendent, business. He uses compelling examples and step-by-step
instructions to show how you can create an evolved enterprise that serves all involved. Brilliant.”
– Sam Horn, author POP! Tongue Fu

“Yanik Silver has focused his thinking and efforts for years on helping CEOs grow companies that
care about people, causes, and others as much as they do revenue and profits. His book is a must
read for anyone who cares about creating a company that
‘matters’.”
Cameron Herold, CEO Coach & Author of Double
Double
“Yanik Silver is a truly conscious entrepreneur who understands that creating meaning for
yourself—and everyone connected to your business—is absolutely vital in the 21st century.”
– Chip Conley, former CEO of Joie de Vivre hotel group and author of PEAK and Emotional Equations

“This book takes theory into practice and gives you a rare glimpse into the mind of a modern-day
maverick.”
– Andrew Hewitt, founder, GameChangers500
“Yanik Silver’s Evolved Enterprise is the perfect blend of cutting-edge case studies and his own
hard-fought business wisdom.”
– Dorie Clark, author of Stand Out and Reinventing You
“Through free enterprise, one can benefit people all over the world…by contributing to a better way
of life for all. Peace, love
& happiness.”
– John Paul DeJoria, co-founder, Paul Mitchell Hair Care
2

“There’s a transformative shift in business, and what worked before is no longer an option. It’s
time for evolved entrepreneurs, visionary creators, and change makers to rewrite the rules of
business for the 21st century.”
– Tony Hsieh, NY Times bestselling author of Delivering
Happiness and CEO of Zappos.com, Inc.

“Yanik Silver is a trailblazing visioneer who is paving the way for conscious business-minded
entrepreneurs. Yanik’s creative genius is his remarkable ability to articulate the process to
creating an ‘Evolved Enterprise,’ one focused on delivering exceptional value while solving
meaningful issues in the world. This book is a total game changer.”
– Wendi Blum, CEO of Success Blueprint

“…You’ll get techniques, tools, and motivation to deliver meaningful impact and greater profits,
and Yanik has bundled it up in a sincere, smart, and thoughtful approach. I can confidentially say
that if you want to make your mark as an extraordinary entrepreneur, absorb the words of this book
and act on them.”
– Adam Toren, co-founder at Small business BIG Vision

“GET THIS BOOK! I read the original draft and it forever changed the way I look at building
businesses. The future of business has changed; this book explains how.”
– Dan Martell, Angel investor and founder of Clarity.FM

“Yanik doesn’t just say you can do well by doing good. Use his thinking to make a positive
difference on hunger, poverty, climate change—and your own bottom line.”
– Shel Horowitz, green/social change business consultant and award-winning author of Guerrilla
Marketing to Heal the World and nine other books

3

“Jump aboard Yanik’s evolutionary train and onto the express track for learning how to be more
innovative and creative with your team while having fun in the process.”
– Bill Donius, author of Thought Revolution
“The Evolved Enterprise provides a road map for personal entrepreneurship as a way of life. This
book is for people who want to create ripples that matter in their business and to live a
fulfilled, adventurous life. Spending time with Yanik, whether through this book or in person, will
show you how to make a positive impact on the world with lasting effects for everyone you touch…”
– Chris Koomey, The Business Godfather
“The rules of business have changed. In Evolved Enterprise, Yanik Silver lays out the new formula
for entrepreneurial success—combining purpose with profit and having fun in the process. This book
is a must-read if you’re looking to build an enterprise that makes a meaningful, measurable, global
impact.”
– Roger James Hamilton, founder of Entrepreneurs Institute and NY Times bestselling author The
Millionaire Master Plan

“Step-by-step guidance to conceptualize and build an Evolved Enterprise and create a win, win, win,
win for employees, customers, entrepreneurs, and the world. Yanik’s unbridled passion and
authenticity shine throughout the book. His accessible and evocative language left me feeling like
creating an Evolved Enterprise was something I wanted and could do.”
– Alison Whitmire, President of Learning In Action
Technologies, Inc. & TEDx organizer

4
Let’s co-create these ideas, share more examples and make the concepts stronger for everyone. We’re
organizing a private discussion group here – www.EvolvedEnterprise.org/cocreate
5

Copyright © 2015 by Yanik Silver
All rights reserved. No portion of this may be reproduced or stored in a retrieval system, or
transmitted in any form by any means—mechanical, electronic, photocopying, recording or
otherwise—without the express written permission of the author, except for use of brief quotations
and reviews.

The author has made every effort to ensure the accuracy of the information within this book was
correct at the time of publication. The author does not assume and hereby disclaims any liability
to any party for any loss, damage, or disruption caused by errors or omissions, whether such errors
or omissions result from accident, negligence, or any other cause.

Printed and bound in the United States.
ISBN: 978-1-61961-348-5
This book is available for bulk purchases at www.
EvolvedEnterprise.com/bulk
6
Acknowledgments

For my wife, Missy…thank you for being the voice of reason during the times when I needed it and
also giving me enough rope to figure things out and pursue the Evolved Ecoverse.

For my children, Zack and Zoe…I’ve only left guideposts. My deepest wish for you is to simply
follow your heart to see where it takes you and to never live your life to please anyone else.

7

About the Cover

The cover art was inspired by a painting I bought from Wilken Fenelus or “Wilky”. He is a fifteen
year-old boy from an extremely poor family in Haiti. He currently attends the Work of Art
Orphanage and a local school during the week. On the weekends he goes back home to help and be
with his family. The Work of Art Orphanage provides Wilky with three meals a day, a place to live,
as well as traditional Haitian schooling and specialized artistic training. Wilky has been
receiving artistic trade training from the orphanage director Xavier, since he was only eleven
years old.

The Work of Art Orphanage is a five-bedroom cinderblock home, without electricity and plumbing and
is supported by Giving Saves, a Non-Profit Organization. Giving Saves and the orphanage support
over twenty children living in Montrouis, Haiti through personalized art classes, providing
education at local schools, and by providing food and housing for those children in need.

To help support Wilken Fenelus or others, please visit GivingSaves.org or “The Work of Art
Orphanage” Facebook page. You can provide education, food, and shelter to others like Wilken for
only $30/month or by simply buying some of their paintings.
8

Table of Contents

Prelude ………………………………………………………………………… 13

Chapter One: From Transaction to Transformational to
Transcending Business Forever ………………………………………. 35

Chapter Two: The 3 Evolved Enterprise™ Impact Levels…… 47

Level I: Transactional……………………………………………….. 48

Level II: Transformational ………………………………………… 49

Level III: Transcending …………………………………………….. 52

Chapter Three: 11 Evolved Enterprise™
Impact Business Models ………………………………………………… 57

Evolved Enterprise™ Impact Model #1:
Buy One Give One (B1G1)………………………………….. 58

Evolved Enterprise™ Impact Model #2:
Direct Impact …………………………………………………….. 63

Evolved Enterprise™ Impact Model #3:
Percentage or Dollar Amount……………………………….. 66

Evolved Enterprise™ Impact Model #4a:
Donate What You Want ……………………………………….. 69

Evolved Enterprise™ Impact Model #4b:
Donate Where You Want ……………………………………… 69

Evolved Enterprise™ Impact Model #5: “All In”…………. 70

9

Evolved Enterprise™ Impact Model #6:
Source Matters …………………………………………………… 73

Evolved Enterprise™ Impact Model #7:
Experience the Good………………………………………….. 76

Evolved Enterprise™ Impact Model #8:
Empowered Employment…………………………………….. 77

Evolved Enterprise™ Impact Model #9:
Co-Development ………………………………………………… 82

Evolved Enterprise™ Impact Model #10:
Ethical Opportunity…………………………………………….. 84

Evolved Enterprise™ Impact Model #11:
Ecosystem …………………………………………………………. 86

Chapter Four: Doors Will Open ………………………………………. 95

Chapter Five: How Entrepreneurship Can Be the Ultimate
Expression of Artistry and Love ………………………………. 107

Chapter Six: What Is Your WHY? …………………………………. 121

Chapter Seven: Being Exceptionally Different ………………… 135

Chapter Eight: Baked-in Good………………………………………. 145

Chapter Nine: Community Code 2.0:
Creating Tribes of Beloved Brand Builders ……………….. 159

Community Decoder #1: Origin story ……………………………. 163

Community Decoder #2: Language ……………………………….. 165

Community Decoder #3: Creeds……………………………………. 166
10

Community Decoder #4: Barriers and Hurdles ……………….. 167

Community Decoder #5: Insider Disclosure……………………. 168

Community Decoder #6: Rituals …………………………………… 169

Community Decoder #7: Artifacts …………………………………. 170

Community Decoder #8: Bigger Mission ……………………….. 174

Community Decoder #9: Exceptional Experiences ………….. 175

Chapter Ten: Why Culture Is Critical …………………………….. 183

Chapter Eleven: Culture Regardless ………………………………. 195

Chapter Twelve: Engaging the Whole Person………………….. 209

Chapter Thirteen: Awaken…………………………………………….. 217

Selected Recommended Reading…………………………………… 223

11

12
Prelude
“Don’t regurgitate rainbows”
– Yanik Silver
13

14

re you ready to surrender your former smallness to your destiny of greatness? To fully step
forward into the total transformation of your business, your life, and your legacy, knowing you
won’t be the same again?

It’s a scary thought because our identities are so closely aligned to WHO we think we are with our
existing business or previous accomplishments.

But all of that is just ‘R&D’ for what lies ahead.

It’s not about “starting over”—it’s about taking everything you’ve developed, built, researched,
succeeded with, “failed” at, intuited, struggled through, and overcome.

Every relationship you’ve nurtured, every network connection, goodwill cultivated, reputation
built, skills developed—it’s all brought you right here and right now to this moment.

And like a phoenix rising, your emergence into joyful abundance as an Evolved Enterprise is
inevitable.

15

I was in trouble…

I needed to make payroll and pay several vendors, but we were short $70,000.00.

Not good!
Normally I’m a pretty laidback guy, but I was really pissed. Mostly I was just angry at myself for
letting this happen. I don’t usually have a temper, but I heaved a cereal bowl at the wall.

Damn it!
I mean, how the hell could I not fix this? I pretty much had the Midas touch with all my business
ventures before. But now, something I cared so deeply and passionately about was going south…and
dragging my other businesses down along with it.

By way of background, I’ve had eight different products and services that hit the cumulative
seven-figure mark in the online space—so I knew a thing or two about what works—but the playbook
had changed for me.

How did I get here? Let’s rewind a little….
Our family is one of those semi-typical immigrant success stories you hear about. My parents
arrived in the U.S. from Russia in
1976 with $256 in their pockets for my parents, my grandmother, and little Yanik. They both didn’t
speak much English, but they

16

were willing to work. That immigrant mentality of starting from nothing and building something was
the driving force for what I’ve learned. I also think that is what all entrepreneurship is
about—starting from nothing and creating something.

My dad was trained as a biomedical engineer back in Russia, and he went to work for a local
hospital in America. Pretty quickly they told him that they were either going to fire him or he had
to leave because he was moonlighting on the side repairing medical equipment for some of the
private doctors’ offices. So he took a risk and decided to go off on his own in 1978.

Now, growing up in a family business, you basically do all sorts of things. When I was 14 years
old, he had me go out and telemarket for latex gloves that we were selling. This was the first part
of the big AIDS scare, and I called on dentists. I built up my own lead base, followed up on them,
and then was paid commissions when somebody bought gloves.

Then when I was 16 years old, my dad made me a deal that I could get a car (Carol the Corolla) if I
went out and actually sold medical equipment and cold called on docs. While my friends were living
at the beach, I was “stuck” selling medical equipment…but it gave me a massive head start in
marketing and sales. (Though looking back I realize how much of a massive head start I got in sales
and marketing
education.)
It was one of my doctor clients who really gave me a massive leap forward a few years later
with just one single audiotape from Jay
17

Abraham. Jay was a big direct marketing guy who turned the lights on for me. I just kept listening
to that tape over and over and over again. My friends would ride around in my car and ask, “What
the hell is this stuff?” My response was “Don’t worry about it.” I followed Brian Tracey’s advice
of creating a “university on wheels” inside your car by constantly listening to learning and growth
materials.

That’s also the time I got much deeper into direct response marketing. I was so fascinated by this
idea that we could get people to buy without necessarily talking to them and not cold calling on
them. I started learning from Ted Nicholas, Joe Sugarman, Dan Kennedy, and Gary Halbert, among
others. Then all the classics from advertisers like Claude Hopkins, Maxwell Sackheim, David Ogilvy,
John Caples, and more. One of my audio mentors was Earl Nightingale, and I really took to his
philosophy to heart that by simply studying for one hour per day on any subject, you could become
an expert in three years or world-class expert in five years. I decided to accelerate it and see
what would happen if I immersed myself for hours each day.

I just kept getting deeper and deeper into this stuff and then applying it to my dad’s business,
where I’d write a full-page ad selling an EKG machine or fetal doppler. My dad would look at the ad
and say, “Who’s going to read all this?”

But people did. It literally took his business from the small regional player to more of a national
player because the ads would appear across the country. We were having doctors call with their
credit card numbers or even just faxing back that they wanted to buy our equipment. Before, we
could only sell face to face or get appointments with them. But with the direct response
18

advertising, we were only talking to people that were 7s, 8s, 9s, or 10s on the scale of being
ready to buy.

The First Itch of Something Greater
That really opened my eyes to what’s possible. Originally, I thought I was going to take over my
dad’s business and grow it. And just like my dad, I started moonlighting on the side, helping my
doctor clients who wanted more elective cash patients outside the realm of managed care and HMOs.

The most interesting one was a dermatologist because we were dealing with cosmetic patients. I was
helping him do lead generating advertising instead of just doing the same stuff that other doctors
were doing: to ask for a free consult. We were giving prospective patients educational reports,
creating referral systems, reactivating “lost” patients, and maximizing marketing dollars, and all
of it really boosted his practice’s bottom line.

Fortunately, I realized pretty quickly that there wasn’t much leverage as a consultant selling my
time for money. Following the advice of Dan Kennedy, I packaged up what I knew into a three-ring
binder course that I sold for $900, called “How to Cash In on More Cosmetic Cases.” Starting in May
of1998, I placed one tiny ad in Dermatologic Surgery and got 10 doctors to respond.

I sent out the first sales letters and I heard nothing…2nd notice… still crickets. I was really
unsure what to do but decided to follow the plan and send out the 3rd and final notice to these
doctors. And literally on the last day of the deadline, I got one to say “yes.” During those three
weeks, I was running to my dad’s
19

fax machine every time it rang, and finally I saw an order come through for $900!

I was ecstatic!
But after peeling myself off the ceiling, I realized, “Oh, shit! Now I have to make it.” That’s
when I sent back a note to the doctor saying the program was going to be republished in 30 days and
we were not going to charge his card. I clocked out every single day exactly at 5:00 p.m. and went
to work on my own material, many nights not leaving until 2:00 a.m. or 3:00 a.m. to finish this
course.

That work paid off and led to my first publishing company, where I was working with doctors and
helping them grow their practice. I was still working for my dad and remember answering my cell
phone under my desk to take orders or talk to potential clients.

Looking back at this period, I was getting increasingly more frustrated because my stepbrother
provided a lot of unwanted input for the ads and marketing pieces I was creating for my dad’s
business. My stepbrother worked there in the capacity of sales manager. Now, with some greater
awareness, I can see it was a good thing because it helped spur my decision to make the move out of
there.

It was a really hard call to make because it was a family company, but I knew that it was right for
me, and I couldn’t live my life wondering what would happen if I didn’t set off on my own.
20

Perfect Timing

In July of 1999 I left my dad’s company, and that opened up a space for something really big
brewing.

The timing was really interesting because businesses were just starting to realize the
Internet might be a significant profit opportunity. Frankly, I didn’t even have an email address in
’99, but I knew it was the next big thing. Previously, I hadn’t really paid much attention to the
Internet as a business possibility because it seemed like only sleazy porn sites or “get rich quick
online” stuff was selling. Now it felt like there was a shift going on.

When I looked at the potential, I could see that it used a lot of the same key principles that I
had already learned and developed over the years. It was all about leverage and using direct
response. The Internet became just another medium for learning and applying what I’ve learned—but
on a much bigger leverage scale.

I firmly believe your questions create your possibilities. Looking at the Internet as a potential
opportunity, I asked myself, “How do I create a fully automatic Web site that provides an
incredible value and makes me money while I sleep?”

I wanted to create something that worked on autopilot, made money regardless of where I was in the
world, and provided an incredible value to the customer.

I literally woke up at three o’clock in the morning, and it just came to me. I nudged my wife,
Missy, and said, “Mis, Mis, get up! I’ve got the idea!” Like any entrepreneur, I always had tons of
ideas.
21

She grumbled, “Just go back to sleep.”

I couldn’t do it and muttered something like, “No, no. This is going to be great!”

Instead of rolling over, I actually jumped out of bed, registered the domain
InstantSalesLetters.com, and got to work on it. I had no technical skills to put up a site (still
don’t), but I didn’t let that stop me. I simply started working on creating fill-in-the-blank
formulas from the best sales letters I’d developed for my dad’s business, the doctor clients, and a
few other clients in different industries I’d picked up.

I still remember waking up and seeing $29.95 sitting in my inbox. It was pretty awesome, and the
funny thing is, we didn’t even have our online merchant account ready, but someone had found our
site and ordered.

Within the first month, I made about $1,800. In the third month, it was around $7,800, then $9,400,
and on track to do six figures within six months. That’s when people started asking me, “How did
you do this, and is there any way you can teach me how to do what you’ve done?”

I didn’t expect it, but it turned into my next transition—helping others take their content or
expertise or knowledge and sell it on the Internet to make money from it that way.

I loved working with so many incredible people and helping them take their passions, knowledge,
interests, expertise, and message out into the world by selling content and information. These
students built five-, six-, seven- and even eight-figure-plus businesses in pretty much every
conceivable field with my help.
22

Over the years I’ve had so many people walk up and tell me how I’ve changed the trajectory of their
life, and that was incredibly rewarding, but there was still something nagging at me.

The Success Trap
From the outside, most people would think I had achieved total success. I was making a LOT of money
online by truly helping people. I had built up a great reputation in the marketplace, drove a cool
car, had an incredible family, lived in a nice neighborhood, etc.

Don’t get me wrong, I was (and still am) extremely grateful and appreciative for everything I had,
but I just wasn’t totally happy.

Maybe you’ve experienced the same thing….
You’ve “made it” but realize there’s something more.
Perhaps you have a nagging notion you can’t shake that you were designed for greater things. You
want to fully put ALL your talents, passion, and resources into something bigger. Maybe you
discount all of this as burnout, but it’s much bigger than that.

It usually starts with a sense of discontent or frustration. Or a sense of being bored with what’s
going on in your business.

Of course, you could continue to plug away, but you know in your heart that will just slowly eat
away at your soul. You want to make a leap into the next chapter but aren’t sure you can without
sacrificing everything you’ve built.
23

And that lack of enthusiasm carries over to your team, your work, and your customers. Truly
everything. You’re either going to subconsciously sabotage your business or your life to make it
change unless you’re aware of what’s going on. That’s when you go looking for creative (and
sometimes self-destructive) outlets to compensate for not being totally engaged. Following your
true heart’s calling is never wrong—but frequently scary!

I know because I’ve been there.
That’s why, a little over eight years ago, I made my next biggest transition from “just” being an
Internet marketer teaching and selling my own products. My criteria was pretty simple. I asked
myself the big question: “Would I be happy and totally fulfilled
10 years from now doing what I was doing now?”
The answer was a resounding and booming “NO!”
I knew my greatest contribution lay somewhere else with everything so far being the setup for
something greater. I had stopped growing and stopped being passionate about what I was doing.
These frustrations led me to do a lot of journaling and reflection. Steve Jobs talked about keeping
all the passions in your life
because you cannot connect the dots looking forward but only
looking back.
My discovery was that I was happiest when I was actively engaged in three areas. As shortcuts, I
called them make more, have more fun, and give more. And interestingly enough, I found that each
24

of these areas affected the others. For example, the more fun I had, the more my income might go
up; or the more I gave, the more income I’d create, etc. This concept looked like this:
After creating this foundation, it’s really been a part of everything moving forward.

Originally, my idea that came from journaling stemmed from my own desire to hang out with other
successful entrepreneurs and do wild adventures together. I’d combine it with business building and
something charitable mixed in. I wanted to combine everything I really liked together and called
the company Maverick Business Adventures®, with the appropriate acronym of MBA.

I had bootstrapped my first venture with a couple hundred bucks out of a one-bedroom apartment, but
for this one, I was going to do it “right.” I would hire a real team, we would go first-class on
the branding, and I’d really invest in the business in all the ways I never did before.
25

I’m a big believer in forced deadlines to create action, so I set our first Maverick Business
Adventures® trip to go Baja racing in Mexico in January 2008.

Baja racing is one of my favorite adventures and holds deep personal meaning for me. My friend,
Corey Rudl, first introduced me to this experience only a few months before a tragic racing
accident claimed his life.

This kind of wild adventure developed powerful connections in a totally different setting. We ended
up becoming friends with several high-level CEOs (including one NASDAQ-listed company) who were
also on the trip. Corey and I talked about business and life and a lot about wild adventures we
wanted to do, like flying MiGs together. Unknowingly, that trip was a big spark to create Maverick
Business Adventures®.
Even though the destination and the epic activity were locked down, I still wasn’t quite sure how I
was going to pull it off. Would enough people come? Could I line up a celebrity guest or not? But I
took the leap figuring it’d work out, and it did. For this inaugural trip, we had motorcycle mogul
Jesse James as our special guest.

Attendees loved it, and I’m proud to say several of the entrepreneurs who went on that very first
Baja trip are still active in Maverick even as it’s changed and evolved quite a bit.

Here’s the description I wrote about Maverick originally—as you can see, a much greater focus on
the adventure and experience:

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Maverick Business Adventures® combines truly unique, one- of-a-kind experiences with exclusive
business building, high- level networking & powerful connections. It’s the first and only
membership of successful entrepreneurs & top achievers to come together and really LIVE life to the
fullest.

It’s all about…
* Unique, one-of-a-kind experiences….
* Big adventures…
* Powerful connections that happen outside of the ‘normal’
business setting…
* Business building & high-level networking…
* Plus lots of fun (that’s even tax deductible).
I loved the idea of Maverick Business Adventures®! And that was part of the problem.
You have to be careful to keep some of that passion in check with Maverick rule #16: “Bootstrap:
Having too much capital leads to incredible waste and doing things using conventional means.” Yes,
even that was one of the rules from my 34 Rules for Maverick Entrepreneurs book, and I didn’t
follow it! (A very loud “do as I say not as I do” seems to ring in my ear here.)

We lost about $30k on this first trip, and then in short order, I sunk about $400,000.00 in before
Missy finally asked what I was doing.

I was so excited about this project that I made some expensive hiring mistakes, bringing in
six-figure people before we needed

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them or ones who couldn’t perform within the resources of a startup.

What’s more, I didn’t stop soon enough to evaluate the business model. It was all about the trip,
and the margins on an excursion are so much thinner than selling information as I had before. There
was a small membership fee but not really enough to cover everything we were doing and the team I
hired.

I rationalized by telling myself it was an investment because this was a different type of business
and that it might take some time to break even.

I’ve learned the universe will continue to bonk you on the head with increased severity if you
don’t figure it out. I had done a lot of financial juggling, like having one company pay for a
sponsorship for another instead of letting it stand on its own two feet. But the day I chucked my
cereal bowl at the wall across the room, I knew I had to face reality.

It took selling my Aston to pay for payroll to get my attention. (I still have a small dent on the
wall as a reminder to me.) It was pretty much either sell my car or my ticket to space on Virgin
Galactic for extra cash to help the company through the crunch. I figured cars come and go—but a
ticket to space is pretty awesome.

After finally realizing the downward financial trajectory of the company, it forced me to
change up the business model significantly. We adjusted the cost structure while also updating
benefits and services to members to include several structured retreats per year.
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Another big change was the name to Maverick1000 to more accurately reflect the evolution of
bringing together 1,000 game-changing entrepreneurs. It was about a global collective of
individuals who not only wanted to grow themselves and their business but also wanted to have a
genuine impact in the world while having fun in the process… truly changing the way business is
played.

It was a longer process than I thought, but we did turn the company around, and now I’m proud
to say it’s solidly in the black.

Looking back at this experience, I’m actually incredibly grateful for not getting it “right” the
first go around.

Is Your WHY Big Enough?
I’m thankful for those experiences because it forced me to truly decide if the vision for what we
were building was worth it or not. If I was just creating a fun adventure company, then, no, it
wasn’t worth it. It was my love for a bigger mission that kept me going to figure out how to make
it work.

I realized what I originally wanted to build wasn’t nearly as impactful or compelling as the
revised vision for the Maverick “Eco-verse” with the three main hubs that are supported by and
interconnected to one another:

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Plus, it’s pretty clear that if I didn’t have those bumps and
stumbles instead of the fast growth curve like most of my other ventures, I wouldn’t be “going back
to the drawing board” to create something even better.

From an elevated point of view looking backwards, this was the absolute best thing for me. (Though
I probably wouldn’t agree with this at the time.)

On one hand, I was totally disengaged from my publishing company, so it’s not surprising it
continued going down. On the other side, my heart was with my Maverick venture, but it wasn’t
profitable yet. I kept feeling there was something better but was extremely frustrated by not being
able to put it together.
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Honestly, it was sometimes hard to look around at colleagues and friends who were having huge
launches and paydays, but I wasn’t willing to keep playing the same game. As entrepreneurs, our
self-worth is often tied up with our bank accounts or business success. And the feedback you’re
getting keeps compounding when things aren’t going well there. Trust me, it would have been easy to
go back to doing what I’ve always done and let those “golden handcuffs” get tighter and tighter.
But I knew there was something more.

It took me going deep within to seek the answers and forge the true path forward by developing the
principles of the Evolved Enterprise™.

The Cosmic Alarm Clock
There seems to be a divine timing to every level of awakening, and everybody goes through it on
their own schedule and in their own way. You can’t hurry it.

Last year my daughter, Zoe,
gave me the best example of how to think about this. She really, really wanted a “wiggly” tooth so
bad. She kept checking her teeth, but nothing was going on. Finally, she lost her first tooth a few
months after her sixth birthday, and four more followed in quick order.

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Everything comes at the right time.
Fact is, we can either resist this “cosmic alarm clock” or lean into and embrace the transition
into something bigger and better.

You probably hear it already or else you wouldn’t be reading this.

Nearly every successful entrepreneur I know has gone through or has grappled with burnout or even
depression. I think by nature entrepreneurs are inspired, passionate, and many times a bit (or a
lot) ADHD, and all of this contributes to a feeling of malaise or frustration. I’ve gone through it
and have come out on the other side several times.

Lately I’m seeing a lot of Maverick members and colleagues in a state of transition. Maybe it’s
because I’ve personally done this and come out on the other side that I’m seeing it more and
more—but I’m not so sure. It truly feels like accomplished entrepreneurs want to know “What’s
next?”

The same thing that got you where you are now won’t necessarily get you to the next destination on
your journey. The only way to grow is to continually express your deepest essence of your greatest
gifts.

Let me ask you a potentially big question…
Do you want to just push more water down the river or
do you actually want to change the flow of the river?
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I know this might be a little strange, but have you ever felt like you’re destined for greatness?
No, not in an egotistical type of way—but simply in a quiet, knowing way that you’ve been tapped to
contribute something more. I’ve always heard that quiet voice in my ear but also the devastating
echo of feeling like I could fall short of my potential.

I believe your life changes in three ways:
1) From the people you meet
2) From the books and resources you study
3) From the experiences you have
And through the unique collisions of big ideas and incredible individuals, we can co-create
something meaningful, a true, interconnected Destiny of Greatness. Quite frankly, the bigger the
future you are working on creating, the more support, resources, trusted input, connections, and
energy renewal you’ll need beyond the “ordinary.”

We grow either through joy or pain.
Pain and frustration in your business are the guardrails to keep you moving towards joy. And joy is
the open door to your next greatest chapter of work that matters. You can have narrow guardrails or
really loose ones and experience more pain. Either way, joy will be the compelling emotion that
pulls us forward.

Today, I’m more content and happier than ever, including understanding myself on a deeper level.
I’m so excited for you to join me on this journey to uncover our biggest contribution and the true
soul of your greatest work. Together we’ll walk the path and put into the practice the Evolved
Enterprise™ concepts.
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The Evolved Enterprise™ is about identifying the true “soul” of your venture that delivers an
exponential impact and profound profit.

Yes, in many ways, I’m an accomplished entrepreneur with
15+ years growing my ventures, but in so many ways, I’m just starting. As a work-in-progress, I
feel like the advance scout who stands on the shoulders of other mentors, leaders, and advisors.
And we’ll walk to the edge and jump together….

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Chapter One:
From Transactional to Transformational to
Transcending Business Forever

Imagine a whole new way for your venture to align purpose and profits, merging head and heart (and
maybe even a bit of your inner child).

This is a counterintuitive blueprint to create a “baked-in” impact across your entire
company by delivering an exceptional customer experience, creating a culture of fully engaged team
alignment, and actually driving your bottom line!
There’s no doubt—we’ve come to a transformative moment…. What’s worked before is no longer an
option. It’s time for
Maverick entrepreneurs, visionary creators, change makers, and
impactful leaders to rewrite the rules of business for the 21st century.
What if?

• What if you could catalyze a community of customers that eagerly wanted to spread your brand?

• What if you could develop total team alignment around a greater mission?

• What if you could deliver a true impact that built an authentic competitive advantage?

• And what if business was leveraged as a multiplier for good…co-creating something great?
This is a journey to re-discover the true “soul” of business expanded—and why profits, greater
happiness, and more
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meaningful impact are surprisingly interconnected within an
Evolved Enterprise™.
I believe there is a shift going on, and I predict that businesses without a core IMPACT will be at
a competitive disadvantage in four to seven years (or less).

The time has come for an Evolved Enterprise™, redefining business in the 21st century to be
leveraged as a multiplier for good…co-creating something great. The Evolved Enterprise™ impacts
everyone a business touches.

It’s not just me. Many of the Maverick icons I’ve been fortunate to learn from and connect with
truly believe business can mean something more:

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It’s about creating (or re-creating) a company that authentically comes straight from your true
essence, wrapped around a meaningful impact, and then develops the community, culture, and creation
in total alignment.

And the most interesting part is all of this IS actually good for business in ALL ways.

In the exceptional book Firms of Endearment, the authors show how firms that follow these
principles have outperformed the S&P 500 by 1000% over 10 years.

That’s pretty solid, right?

There’s research I see consistently proving customers have a preference for buying a product that
creates an impact in some
way. Data from a recent Kone study showed consumers are more likely to switch brands to a product
associated with a good cause, given similar quality and pricing.

New research from Nielsen shows fifty percent of global consumers (in 58 different countries)
are willing to pay more for goods and services from companies that make a difference.
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Prediction:
Businesses without a core impact will be at a competitive disadvantage in 4-7 years (or less)
This is your blueprint to re-think, re-create, and re-work business. Perhaps you’re thinking, This
is just “giving back,” right? Bzzzz…wrong!
Frankly, I admit I was incorrect about this too….

I used to say “give back” was one of the key concepts of the Maverick Entrepreneur philosophy. (It
even says so right on the cover of my 34 Rules for Maverick Entrepreneurs book: “Make More Money,
Have More Fun and Give More Back.”)

I’ve now realized this isn’t quite right.

With my background as a copywriter, I’m pretty careful about most of the words I choose. It’s your
words (and even your internal dialogue) that have a tremendous impact on how you think, feel, and
behave. By saying the words “giving back,” this implies entrepreneurs, like us, have taken
something.

Let’s think about that for a second….

I assert that entrepreneurs and businesses can only succeed by providing and delivering value.

Period.

End of story.

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It’s simply a universal law. In fact, one of my core values in my very first journal said, “I
get rich by enriching others
10x – 100x what they pay me in return.” There’s no other way that it could possibly occur, because
in the long run, the marketplace is always self-correcting.

The notion of “giving back” seems to echo an undeserving indebtedness or even guilt for success.
Should you begrudge entrepreneurs like Steve Jobs, Richard Branson, or Bill Gates for their wealth?

Absolutely not.

Each one of them created immense value that’s exponentially in proportion to what they’ve received.
(And that’s not even counting the thousands of jobs, additional utility, new startups piggybacking
on their success, etc.)

My friend and mega mansion builder/real estate artist/ philanthropist, Frank McKinney, sums it up
with a quote he’s told our group in Haiti: “We have to be careful not to weaken the strong in order
to strengthen the weak.”

At our core, entrepreneurs are simply growth-oriented innovators and value creators. They almost
can’t help themselves. Take Bill Gates for instance. Aside from his impact on micro-computing, I
believe his greatest contribution going forward will be around the Gates Foundation, eradicating
disease and driving new educational initiatives.

And he’s not alone. Other billionaires are not content to just “give back.” They’re giving forward
by applying entrepreneurial talent, energy, and capital to solve some of the biggest issues
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facing the globe. But you don’t have to be at the level of a Gates or Branson to make a difference.
Today, a group of 21st century entrepreneurs are leading the way to change the way business is
played and even the rules by which we keep score. Who says it’s only about one measurement on your
P&L?

My friend and real estate artist Frank McKinney has rule #33 in his awesome Make It Big book.

Rule #33: You cannot brighten another’s path without lighting your own.

“When you make altruism part of your business, your path will be brightened not by the publicity,
nor the recognition of your good corporate citizenship, nor by the increased strength and
cooperation of your team at work, it will be brightened inside your own head and heart. It will
keep your success connected to something much bigger. It will allow you to feel good about making
it big because you’re making it big for others too.”

This is a pretty perfect sentiment here. By having success in your business, you can create more
and more success (automatically baked- in) for everybody.

Business can become one of the biggest levers for good—
while actually being good for business.

This is so much more than making a donation or “giving back.” There is a deep inner connectedness
between what brings you joy and happiness, how you create impact, and where profits come from.

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Caveat: You cannot simply believe if you are “doing good” with your business that there’s no
need for a profitable and pragmatic business model. That’s a recipe for quickly spiraling into
anxiety and stress without the security of a strong financial foundation.

A lot of well-intended social entrepreneurs suffer from this thinking, but an evolved entrepreneur
doesn’t need to.

Yes, you have to put your full heart into products and services—but ALSO your full effort into
ethically persuading the right prospects to buy.

It’s not enough to believe the world should beat a path to your door because you are doing
something wonderful via your impact. You still require smart marketing and promotion. However, the
real ace up your sleeve is the multiplier effect of an Evolved Enterprise.

Evolved Enterprise Diagram
Let’s take a look at each section of the Evolved Enterprise™, and then we’ll explore it
in more detail as we go.

The core is really about your personal evolution (YOU). The better you get at knowing
yourself and what truly makes you happy and feel fully
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utilized and contributing in a meaningful way, the more you’ll be delivering your greatest work.
Business can really reflect your true essence and your true calling of who you actually are.

And what makes this most interesting is it’s not a linear progression of working on yourself first
and then working on the other pieces. It’s not a 1-2-3 process. It’s all continuously going on in a
holographic way, where one change here actually affects the whole.

Moving outward with the Evolved Enterprise™ is the Cause wrapped around your authentic big WHY. Why
are you doing what you’re doing, and where is your impact focused?

Our why is “Changing the way business is played.” (The word
“played” is included to highlight a bit of fun here too.)

I love that notion of changing the way business is played, and that fits into the bigger picture of
my personal lifetime mission: That’s a pretty tall order—but one that I’m willing to put forth my
resources, energy, and talents toward. Truly something I think everything I do can line up against.

Culture is next. This is where you want to think about your team’s evolution. Defining core values
and actually living them

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is a big part of the culture. In our companies, we call it Maverick DNA, and I’ll share more in the
culture section. Honestly, I previously thought culture was B.S. and only for big companies, but
I’ve since realized it makes a huge difference if you want to accomplish something grand. What’s
more, you can create amazing team alignment by figuring out what is the bigger mission for your
team.

Moving on to Community. That’s your customers/clients/ members, and we’ll spend a whole lot of time
on this covering “Community Code 2.0.” It’s about creating a new identity and potentially
giving your customers a chance to be part of something bigger.

And finally we have Creation, representing your product or service. How do you “bake in” your
impact? How do we make something meaningfully different? How could it be marketed for real? And
what is the significant story you would like shared? These are all questions we’ll tackle in the
upcoming sections.

So what’s next?
If this resonates with you, it’s time to step into your true destiny of greatness….

You’re being tapped for your talents, capabilities, and gifts to help open up a new era of evolved
entrepreneurship. You’re needed as an emissary to lift and transform the notion of what business
can truly do and be.

I would even go so far as to say it’s not an accident you’re reading this material at this
particular moment….
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Together, we can collectively create the tipping point for entrepreneurs, communities, and
organizations to align their heads and hearts for utilizing the massive economic leverage of
business.

Then your successful example becomes the catalyst for others in your industry and marketplace. But
even better, it’s amplified and leveraged by the ever-widening circles, networks, and ripples of
other Evolved Enterprises™.

Entrepreneurial Artistry
Entrepreneurship can be the ultimate expression of artistry and love if you let it….

I believe your company can be your canvas when you bring forward your greatest work that really
matters. It takes a high degree of talent to combine these Evolved Enterprise elements in unique
ways, elegant business models, and team alignment and then bring in your full heart.

What if greater happiness, more meaningful impact, and increased profits are ALL surprisingly
interconnected?

Inside these pages, you’ll see a lot of exciting examples of companies that get it at different
levels and are making it work in a big way. There’s a revolution happening, and we’re just at the
beginning of something monumental. So strap in, and let’s go….
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Chapter Two:
The 3 Evolved Enterprise™
Impact Levels

Level I: Transactional

Transactional is pretty much exactly as you would think, a transaction. Its official definition is
“a one-time instance of buying or selling something; a business deal.” Not very compelling, right?
And that’s the way most enterprises still operate—at the transactional level. There’s
commoditization little customer loyalty, and most people merely going through the paces. (In fact
research says 70% of employees are disengaged at work.)
At a Transactional level, many companies still may want to make an impact, and that might be
providing a percentage to a charity or a portion from every purchase going to a cause. That’s fine,
and it actually raises sales in many cases, as I’ve seen repeatedly using split testing.
However, unless there’s an authentic tie-in, all of this could just come across as a marketing
tactic.

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Many larger corporations think about Corporate Social Responsibility and allocate a budget for
their “good works” and community service. Again, this is better than nothing—but I really dislike
the notion of a “responsibility” or “giving back,” as I mentioned earlier.

A business might even have a volunteer day where their team members go build a house or
contribute in the community. Once again, it’s a wonderful notion, but unless it’s truly part of
the culture, it’s not something bigger and more level II transformational.
Level II: Transformational

Here, the identity of your customers, team, and even the business itself develops, changes, and
flourishes. At this level, you are curating a community of raving fans that will spread your
message. And even better, you’ll require less traditional paid advertising and marketing. Plus.
your team feels like they are part of something bigger and can see the impact you’ve built in.

At the Transformational level, there is a significantly more unified and embedded notion of how and
where the impact is created. It infuses everything. Yes, perhaps you still might do a percentage or
dollar amount for every purchase, but there’s more meaning and connection reason behind it.

Let’s go back to our volunteer day example. It’s not just about planting trees or building a house
at this level; it’s about expanding and sharing your organization’s unique value. There would a
more comprehensive involvement with any organization

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you might help, perhaps through mentoring, talent exchange, expertise provided, resource
allocation, etc. You start considering what is the highest and best use of your team. Now they are
part of something bigger.

That’s what everybody wants.
At the Transformational level, the vision is honed and honored to enroll partners, suppliers,
investors, team members, and customers into the big picture. Every product or service sold becomes
something greater than a transaction. You start figuring out how to “bake in” an impact with every
purchase using one of the eleven impact models we’ll cover.

The thinking in an organization even transforms.
You start considering every part of your business that has leverage to create an impact. It might
be how your supply chain operates and where opportunities exist for a cause partner to provide
labor or products. For example, we worked with Opportunity Village, an entrepreneurial non-profit
in Las Vegas, which provides job training and programs for disabled individuals. For our final
Underground® seminar, we had them stuff all the attendee bags. It was an easy change and an
existing cost we just re-allocated. Simple.

At this level, our scoreboard also evolves into keeping track of your impact delivered instead of
just one profit measurement. (And the wonderful thing is this actually drives the bottom line, so
it’s a really exciting cross-connection.)

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“The Scoreboard That Matters”

If entrepreneurs really explored their reason why, it’s never really about the money—it’s the
freedom, peace, and security. And at a higher level, it’s knowing you’re making an impact,
contentment, utilizing your talents, being creative, etc.

By merging our heads and our hearts, we can creatively create impact goals that have byproducts
that force more profitability and success.

So what do you measure?
One of the most widely known examples of Evolved Enterprises would be TOMS Shoes with their “buy
one – give one” model. Using this model, they can track the number of shoes given away so they’ve
got an easy measurement of their impact. For instance, if the goal was to give away one million
pairs of shoes, then as a byproduct, they’d have to sell 1M pairs of shoes at a profit.

Pretty powerful!

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Hang tight because in the next chapter we’ll look at 11 different impact models and what we can
measure as an integrated part of the Evolved Enterprise.
Level III: Transcending

This is the highest level of moving beyond what a business is even considered to a deeper essence
of the company’s true nature. I would even call it the “soul” of your venture. The thinking here is
about leverage, multipliers, platform, and interconnected ecosystems. It’s more about partnering,
co-creation, and the synergistic qualities that benefit each and every collaborator.

My friend, Tony Hsieh, CEO of Zappos, gets this in a big way! He has built a culture that is truly
world class. They got to the transformational stage around what it meant for their team to bring
their full selves to work. The core values of Zappos centered on delivering happiness, and it
showed up everywhere.

Now, it might have been enough to just stick to that since they created a transformative impact on
all the team members, suppliers, and many of the customers that bought from them. But there’s a
bigger game. Tony came up with the idea of spreading their innovations and culture philosophy to
other business owners and leaders through their Zappos Insights division. That’s where you would go
on a field trip to the office, see the culture at work, and work through what it means to your
business. This is just one of the ways they’re transcending their category. It’s a significant
multiplier to have an influence and effect on other business owners that bring a little bit of that
Zappos culture to their teams and offices.

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Another multiplier was Tony’s book, Delivering Happiness, as a way to spread their transformative
message to others beyond their own team and customers. Oh, and Tony and team aren’t even content
there. His latest project involves transforming an entire city with his Downtown Project. This is
serious big-picture thinking.
The notion of partnership really thrives at the Transcending level. TOMS has created a marketplace
that other meaningful ventures
can jump on and benefit from with their mass distribution and
leverage. It seems to fly in the face of competition, but there’s more to be had from
“co-opetition” than wanting to destroy your competitors.

John Mackey, Co-CEO of Whole Foods, and Raj Sisodia, from their book, Conscious Capitalism, say it
well:

“Imagine a business that views its competitors not as enemies to be crushed but as teachers to
learn from and fellow travelers on the journey towards excellence.”

Where I started in the online space, the most forward-thinking individuals were always looking at
smart ways to partner up and provide value to each other’s subscribers and lists. And for Evolved
Enterprises™, they care more about the mission being accomplished, so anyone else making a
difference is welcomed in as a collaborator.
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Networks Formed
What’s more, at this level, partnerships are formed through coalitions and groups that help each
other raise the bar. The outdoor apparel and lifestyle company Patagonia helped form “1% for the
Planet,” which now encompasses over 1,400 other companies donating 1% of their gross (not net)
revenue to environmental causes.

Transcending is about gaining the elevation you need to discover the meaningful interconnections.
Bruce Poon Tip, founder of G Adventures, with 1,500+ employees, is one of the world’s most
successful travel outfitters. In his book, Looptail, he talks about creating a movement beyond just
a travel company, declaring that “you have to do what other companies are scared to do—you have to
stand for something.”

The looptail is finding your passion and purpose in your work and in your company, transcending
your industry, and paying it forward. G Adventures has taken their primary asset and distribution
channel consisting of thousands of travelers to leverage a greater shared impact.

For example, in Peru, they are one of the largest operators on the Inca Trail; they have tens of
thousands of travelers per year. Through their Planeterra non-profit, they developed a women’s
weaving co-op. The travelers visit the co-op to learn how to weave, meet the locals, and, of
course, buy their woven products. This is a true experience with a tremendous impact that drives
revenue and raving fans.

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I love this because everyone wins!
The traveler gets a better story to tell, they know they’ve made a difference, and the weavers
actually interact in a meaningful way with customers to share their culture, provide a unique
value, and thrive.

In 2011 Harvard Business School Professor Michael Porter wrote in the Harvard Business Review,
“Businesses must reconnect company success with social progress. Shared value is not social
responsibility, philanthropy, or even sustainability, but a new way to achieve economic success. It
is not on the margin of what companies do but at the center.”

My friend Jeff Cherry, founder of Conscious Ventures Labs in
Maryland, says, “In the future, what a company stands for and
‘how’ it practices capitalism will determine future success.” I agree. Jeff has a solid pedigree as
part of the team that drilled down into the financial data for Firms of Endearment. He’s got a
background in finance and investment, so this is someone looking at the significant marketplace
potential for Evolved Enterprises that gets this. I am a mentor of companies coming out of the lab;
they’re raising a $50MM fund in this space, so it’s not too hard to notice a shift is happening.

At the transcending level, we truly move into an entrepreneurial art form. You’re using your
business to creatively bring everything together from an elegant business model to an exponential
impact for anyone your company interacts with.
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Write the business “love story” you want the world to buy.

Let’s take a look at some of the models that are working to actually make everything you do both
alluring and attention getting….

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Chapter Three:
11 Evolved Enterprise™
Impact Business Models

When considering adding any of these elements or models of the Evolved Enterprise™, it’s important
to consider something not really talked about in business.

And that is the “soul” of your company. Huh?
By law, a corporation is its own entity, right? And as an entity, AKA a “body,” the analogy follows
that there is a soul inside. It can stand for something more. And just like we evolve, your
business’ purpose can evolve too.

A business could be created with the purpose of simply maximizing bottom line profit, or it could
be exponentially expanded by having a distinctive mission or big “‘WHY.” In the Evolved Enterprise
model, these two do NOT have to be mutually exclusive.

I’ve categorized 11 models —but in many cases, a combination of several really works
synergistically.

Evolved Enterprise™ Impact Model #1: Buy One Give One
(B1G1)

One of the biggest and most well-known examples is easily
TOMS Shoes.
They’ve been a poster child for integrating and marrying impact with their business via their
trademarked “one for one” model. TOMS has taken this and really run with it. I’ve talked to people
who actually thought TOMS was a nonprofit—but really they are a $300M+ operation.
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The founder, Blake Mycoskie, has a provoking book called Start Something That Matters, which traces
his humble beginnings of the idea in Argentina. It was there he saw firsthand kids going shoeless,
and the brilliant idea
was created. One of the biggest factors to their growth was the easy story or messaging
consumers could spread of “every pair of shoes provides a pair for a child in
need.” (That’s actually key as we’ll look at later on in story selling.) Another side benefit TOMS
had when they started was the distinct look to their shoes—so other customers could identify fellow
in-kind supporters. (We’ll hit on this in Community Code 2.0.).

Blake says he never expected to grow so big, but they came in a perfect inflection point where
bigger companies were eager to partner with brands that had/have a social mission component and
consumers were really aware of where their spending was going. Another powerful accelerator is
partnering up with big companies that have massive reach and distribution. That’s another big
benefit from being an Evolved Enterprise; you’ll get deals and joint ventures with companies that
want to be associated with you for the “halo effect.”

TOMS started in shoes but has branched out to other products that support communities around the
world. Their line of eyewear
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restores sight to an individual through sight-saving surgery, prescription glasses, or medical
treatment. And then, just this year, they’ve launched TOMS Roasting Co. With every bag of coffee
purchased, TOMS provides one week of clean water to a person in need.

The Buy One Give One (B1G1) model has been used in all sorts of products—everything from B1G1
programs like the “1 laptop per child” or the 1 Futbol project, with over 1.5M balls being
distributed thanks to Chevy being a significant corporate partner.

TOMS didn’t come up with the B1G1 model, but they’ve certainly got a lot of credit for it. So much
so that I normally recommend Evolved Enterprises™ look to other models if it makes sense on a
deeper level for their business. To just default to a B1G1 doesn’t give you the marketplace boost
necessarily anymore, because that story has already been told. Plus, the model has been criticized
for enabling a “handout” mentality. To some extent I agree; however, I also think critics just
prefer to be critics, and the amount of good companies like TOMS have done is significant. I
applaud anyone making a difference. Blake has said one of the hardest things about being so big is
actually the giving.

I’ve interviewed Blake on stage, and he told me they’ve already given away 35,000,000 pairs of
shoes through partners. That’s staggering! And they’re always looking at ways to make a bigger
difference on the ground, including building factories in places in Haiti.

What’s more, TOMS has created a platform that other Evolved

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Enterprises can jump on to benefit from their mass distribution and leverage—Toms.com/marketplace.
Here they feature partners that stand for something and make a difference through commerce. I would
imagine it’s an affiliate arrangement for each party. TOMS is able to use their loyal customers,
goodwill, brand reputation, and distribution to introduce other companies doing something
important. I think this is a big step towards TOMS looking at ways to truly transcend business, as
we talked about before.

Each brand has a page that provides their creation story and WHY. Plus, it lists who is helped and
what region. Customers can shop by cause, by brand, by type of item, etc.
Warby Parker (WarbyParker.com) is one of the best examples of making a splash with the B1G1 model
recently. Launched in
2010, the company has sold more than 1,000,000 pairs of glasses using a direct-to-consumer approach
online and undercutting the
$500 designer eyewear price. Their 1M pair milestone was hit in June 2014, and the biggest driver
is their B1G1 messaging of donating a pair of glasses to someone in need with each purchase.
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The company tallies up the number sold at the end of the month and then donates an amount to one of
their partners providing the eyewear on the ground.

I’d be totally remiss if I didn’t mention this fun example. One of our previous Underground®
presenters, Greg Clement, is a serial entrepreneur in multiple industries. One day his pastor’s
seven-year-old son came up with an idea for a blanket to sell and to give away to kids in
hospitals. Being the business guy, Greg became the “CEO” and headed up the “Happy Blankie” project
(Everythinghappy.com).

The core philosophy is “One to Love, One to Give”®, and its mission is to donate blankies to
children in need all over the world. They have made donations to orphanages and hospitals in
Africa, Thailand, China, and Haiti as well as several hospitals and Ronald McDonald houses across
the U.S. I love the way Greg and team have re-framed B1G1 with a bigger benefit of “one to love and
one to give”—very smart. It looks like they’ve now expanded into licensed characters and other
kids’ accessories and clothing.

For Evolved Enterprises™ that want to tie in a B1G1 model, it’s worth checking out B1G1.com, which
is a membership community for companies that connects them to 900+ opportunities for giving
directly. According to the site, they’ve tracked 51,320,157 giving impacts created by small
businesses being part of B1G1 Business for Good worldwide. Pretty good!
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Evolved Enterprise™ Impact Model #2: Direct Impact
Specificity sells, and showing where you are making a direct impact really works.

One company that really does this well is FEED (feedprojects.com). They started with a simple
concept: buy one bag and feed one child for a year in a developing country. Boom! Simple idea
combined with an outwardly physical symbol (the bag), and you’ve got a winning combination.

After witnessing the effects of hunger
firsthand, Lauren Bush founded FEED in 2007 with the mission of “Creating Good Products That Help
FEED the World.”

She first created the FEED 1 Bag, a reversible burlap and organic cotton bag. It was stamped with
“FEED the children of the world” and the number “1” to signify that each bag provides enough meals
to feed one child in school for one year. To date, the business has been able to provide nearly 84
million meals globally.

I love the idea of creating something (that’s wanted) with a byproduct for good (e.g., buy a
fashionable bag and feed “x” number of children). The bag is very prominently printed with the word
FEED on it, and it gives the buyer/donor an identity as someone who makes a difference with their
purchases.

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What’s more, they have one of the most innovative Impact
Scoreboards I’ve seen:

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Two former Underground® speakers, Josh Bezoni and Joel Marion, sell supplements and meal
replacement products. Their company, BioTrust, donates a nutritious meal to a hungry child for
every order. Josh has told me they’ve seen as high as a 15% increase in sales by incorporating this
into their company. And as of October 2014, they have provided over 659,000 meals to hungry
children through their partnership with No Kid Hungry. What’s more, they’ve also created campaigns
to work with Make-A-Wish and have been one of their region’s largest wish grantors.

One of the pitfalls of a direct impact is making sure there is an authentic and understandable
tie-in. You want your customers and fans to fully see the connection to what you’re doing in order
to spread your marketing message for you.

I recently bought a new watch as a fun fashion accessory. It came in all sorts of cool colors with
interchangeable bands. I stumbled on the site right before going on our annual Maverick Impact trip
to Haiti, and this company provided water filters for each watch sold to Haiti. The natural tie-in
is a bit hard to explain to anyone who comments on my awesome new watch. (Note: In the Creation and
Community chapters, we’ll discuss how to create artifacts that people want to talk about and spread
your selling stories.)

Make no mistake, it’s critical that the story is strong enough and easy enough to spread.

For instance, if I owned this watch company, I would create something around the idea of “time for
change.” Or maybe take it one step further and create specific times, like 4:44 GMT,
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where everyone who is wearing this watch is reminded to think/
imagine/visualize/meditate on global peace.
I’m just kind of shooting from the hip here—but can’t you see how much more powerful that is for a
watch brand? It builds community and does truly transcend business. Sure, it still has some direct
impact towards an organization that promotes peace. When there’s an authentic tie-in in every way,
it gets so much more interesting. Maybe there’s even a built-in alarm (set to go off by default)
for that time that reminds the wearers. I’ve seen studies of people coming together to meditate on
peace that have shown to reduce crime rates in cities. (Read it for yourself here:
istpp.org/crime_prevention)

Evolved Enterprise™ Impact Model #3: Percentage or
Dollar Amount
Probably one of the most used ways for companies to make a difference is committing to a percentage
or certain dollar amount donated to a cause or charity.

I’ve got some more empirical proof that you make more when you give more. One of my colleagues
launched a new Forex trading course, and he had decided to split test this certificate on his sales
page. They tested with the certificate and without. But having the page with the certificate raised
the conversion by
10%. Now, this was a $2,000 product, and the 10% bump helped them write a $40,000.00 charity check.

Very exciting because that ten percent bump also represented tens of thousands in additional sales
that wouldn’t have happened without this tie-in.
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Developing a percent or specific dollar amount from the product works—but let’s take this a
step further. As an Evolved Enterprise™, you can create an even more integrated way of making this
more impactful.

Sevenly (Sevenly.org), founded by Dale Partridge, is a company really exploding because of their
integrated impact. He presented to a group of our Maverick1000 members how their growth came up
with a compelling “built- in” story customers wanted to share. Dale told our group it’s because 80%
of
their new buyers come from social media shares. This is huge! That means you re-allocate funding
that might normally go into a marketing budget and move into making a meaningful difference.

What started as just one t-shirt design per week has now grown to several other pieces of clothing
and other accessories. And you can see the power of their growing story selling because Sevenly has
donated over $4,000,000 in just 3.5 years and is growing rapidly.

The concept is pretty simple for the direct impact—they donate
$7 per featured purchase per week towards the featured cause as part of seven main areas of help.
Get it? Hence the name, the donation amount, and the length of time to accumulate the
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donation. Dale and team do an incredible job of harnessing their community and fans to help
accelerate and spread their marketing message.

And they are making a direct difference that can be counted. Here’s a snapshot showing their Impact
Scoreboard:
Because each cause they work with has a direct impact, they can show how many lives they’ve
changed. I love the transparency and specificity here. What’s more, there’s the extra element of
scarcity because each design sold is a limited edition that goes away after a week.

At Maverick, each member automatically contributes to our Impact Fund. We use this fund to help
entrepreneurial non- profit and cause partners develop real-world solutions to their pressing
problems. And then part of the fund is allocated to actually implementing the solution we’ve
jointly created. I’m always thinking about how we can create a ripple effect with the amount
accumulated. One of the experiments we’re starting is actually taking a global cause (i.e., the
declining number of bees) and working together with young entrepreneurs to develop self-
sustaining, for-profit businesses to help there. The Impact Fund is used as prize money to get
those ventures started. This way it’s not just a donation but seed capital for something bigger.

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Evolved Enterprise™ Impact Model #4a: Donate What You
Want
This model is really interesting because you give consumers the power and choice of paying and/or
donating what they want. Humble Bundle has really blown up on this model.

Humble Bundles are digital packages of software or games available for a limited time (i.e., two
weeks). These have been ultra successful, with several bundles generating over $1M in revenue.
According to Wikipedia, numbers in August 2013 put the bundles at over $50M in total sales and $20M
in charity donations.

I’ve also seen a few restaurants, and even Panera Bread’s experimenting with not having a fixed
price for their menus. This site has a great overview of this concept and models for other
restaurants: oneworldeverybodyeats.org/other-community- cafes.

Evolved Enterprise™ Impact Model #4b: Donate Where You
Want
The impact changes based on the product line bought. For instance, Project7 (Project7.com), founded
by Tyler Merrick in 2008, lets consumers decide on which of the seven causes they support depending
on the flavor of gum or mints they buy. The seven causes chosen by Project 7 are the areas where
they see the most need in
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this world. As they say, “Feeding the Hungry, Healing the Sick, supporting those who Hope for
Peace, Housing the Homeless, Quenching Those Who Thirst, Teaching Them Well, and Saving the Earth.”
And these little purchases can add up for everyday items bought.

My friend and best-selling author, Marie Forleo, introduced this with her products and resources
for entrepreneurs. Each for- profit training product has a different non-profit initiative helping
support women, girls, and female entrepreneurs in developing nations and much more.
(marieforleo.com/giving-back/)

1 Face Watch company (1face.com) sells fun and fashionable watches in all sorts of bright colors.
The only difference is each color represents a different cause and a different direct impact. For
instance, there’s the yellow watch supporting pencils of promise with five watches sold equaling a
year of education. Or you can get the white watch supporting cause partner Faces of Change, which
develops rural food programs. One watch = feeding 10 people. Essentially, the buyer can pick their
favorite trendy color or make a purchase based on the direct impact they want to make. At $40 per
watch, you might even pick up several. If you’re in a certain age group, you might remember back in
the day wearing two or three Swatches at once, so maybe this will catch on again. 😉

Evolved Enterprise™ Impact Model #5: “All In”
Newman’s Own is the king of this model from humble origins in 1982 with a homemade salad dressing
outlined in the book Shameless Exploitation in Pursuit of the Common Good, written by the famous
actor and his co-founder, A.E. Hotchne. The
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brand, even after Paul’s passing, has grown into a mega food empire, and it had given over $300MM
by 2010. The business model is to give away all profits to organizations aligned with the company’s
values. They started with funding camps for seriously ill children and have expanded. Of course, it
doesn’t hurt to have some Hollywood glitz sprinkled with Paul dressed up in funny outfits for each
product. But there’s no denying the level of impact they’ve had.

Greyston Bakery’s (greyston.com) philosophy is “We don’t hire people to bake brownies, we bake
brownies to hire people.” What originally began as a modest bakery has grown into a broad array of
programs supporting the community. With over $11MM in revenue, one of the keystones has been
Greyston’s aims to hire the hard-to-employ and “open hiring” practices, where anyone can sign up
regardless of background. All profits from the company go to the Greyston Foundation, which uses it
for low-income housing, day care open to the community, a medical center for those with AIDS, and
other community endeavors.

All profits does NOT mean this is a non-profit venture (nor should it be).

I worry about a “no profits” model for entrepreneurs that come to business with a deep desire for
impact without considering the financial side. They have a mistaken idea that they should put every
cent into the cause, almost like the “starving artist” misconception.

Perhaps this has come from the values portrayed in the media or popular culture about the “filthy
rich” or the notion that you’ve screwed someone in some way—or even misunderstood
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dogmas about the virtues of poverty. That couldn’t be more incorrect. Business relies on providing
value in exchange for the consumer’s money. The buyer is not coerced or forced into making a
purchase.

We run a Family Freedom entrepreneurial event each year for kids 6–16 and their parents
(maverick1000.com/family). The event is about teaching business ideas to kids and actually getting
them out on the streets to figure it out themselves. It started off over the 4th of July, so the
children are divided up into teams selling all sorts of light-up bracelets and patriotic products.

Each team is responsible for knowing their margins and costs plus figuring out their promotional
and selling tactics. A few years back one team got the idea that all the money would go to support
the local fire department in Park City, UT. There had been a lot of wild fires raging when we were
there, and it made it an easy decision. One of the Maverick parents arranged to get full fire coats
and boots for the kids. They then took their inventory of glow sticks and proceeded to sell them
for donations. Their “sales” totaled approximately $1,800, I believe, with the next closest team at
$150–200. But while they technically made more, they didn’t keep it. After paying the hard costs
back to “Mr. Yanik,” they then donated everything left to the fire department.

This led to a good discussion at our debrief about what would happen now that they had zero capital
to buy more inventory, advertise, etc. By giving away every cent without any thought to
compensation and other expenses, it leaves the company vulnerable to going out of business and then
creating zero impact!

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I have absolutely no qualms with founders and key team members being paid exceptional profits but
only if they are providing exceptional value. And this is also a balancing act of what dollars or
percentage are contributed to the impact side of the equation.

Evolved Enterprise™ Impact Model #6: Source Matters
I’ve been impressed with so many clothing and food companies looking back at exactly where their
supply chain comes from and the impact along the way. They’ve certainly led the field here with
this impact model.

For instance, Yves Choinard, the founder of Patagonia, has always been about putting the
environment first—even before their company (which I think has only helped their sales and fan base
since consumers can spot inauthentic values).

Over the past 40 years, Patagonia has consistently done the unusual, from looking at how to only
use ethical raw material to even telling consumers to purchase less of their products with a recent
Black Friday full-page ad.

In 1996 they switched from conventional to organic cotton. It raised their raw material costs by
3X, but they did it because it was less harmful to the environment. As a private company with sales
over $400MM, Choinard is passionate about showing small and big companies how to do business in a
different way. According to the founder, “I hang onto Patagonia because it’s my resource to do
something good. It’s a way to demonstrate that corporations can lead examined lives.”

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Interestingly enough, they’ve formed a Sustainable Apparel Coalition with some unlikely partners
like Walmart and Levi’s. However, it’s about a positive ROI because the members with bigger
footprints have the ability to make small changes with tremendous impact and bottom line results by
looking at their supply chain. According to a recent Wall Street Journal article, when Walmart
worked with Choinard, they actually saved money through environmental initiatives, like reducing
its packaging and water consumption. And that’s the secret. There has to be (and there already is)
a real economic incentive to make a difference.

Transparency
Patagonia also was one of the first to provide transparency with their Footprint Chronicles
detailing 100% of what goes into their products (patagonia.com/us/footprint).

In a similar vein, one of my other favorite gear companies is Icebreaker, taking transparency to
another level. I pretty much live in Icebreaker clothing, including my undies that I’m wearing
right now. (TMI?)

Icebreaker makes all their clothing from merino wool because of the softness, durability, and low
odor absorption, among other characteristics. They will let you trace back your item to the
source…the sheep. There is a “Baa Code” on the clothing to “check the living conditions of

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the sheep, meet the growers who raised them, and follow the production process through to the
finished garment,” according to the site.

I admit I haven’t checked in on the sheep used for my gear—but just simply having that code
provides me with the peace of mind that there is care and forethought with the source.

HailMerry, a producer of delicious raw food goodies, creates transparency in an elegant way on
their packaging with these five words before listing what’s inside: “we celebrate our pure
ingredients.” Perfect.

Another Evolved Enterprise™ doing this in an interesting way is Elvis and Kresse. This design firm
started when the founders saw abandoned fire hoses headed for the landfill. They thought it was a
beautiful material to work with and have now created bags, wallets, belts, etc., from the hose.

Elvis & Kresse redistributes up to 50% of profits to projects and charities related to the unique
materials they reclaim. Fifty percent of the profits from their fire hose range are donated to the
Fire Fighters Charity. Here’s what they say on their site:

Why do we make these donations? At Elvis & Kresse, we believe in the notion of good
business: our business was established to solve environmental problems, waste problems in
particular. We started with fire hose and now reclaim more than 10 different materials.
Beyond this, we also wanted to engage our material partners, our key stakeholders. Why not share,
and why not see if more good could be done with the surplus of an already good business? Why not?
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In this sense, we are lucky. Most traditional businesses are only able to measure their success in
one way—the bottom line. At Elvis & Kresse, we have two additional measures of success: how much
waste we are able to divert from landfills and how much money we are able to give back to our
charities, of which all three have equal importance to us.

What makes this intriguing to me is that the material itself is in total authentic alignment to the
way their impact is created.

Teakoe is an artisan tea company from Colorado and is a good example of a company taking into
consideration sustainability in what they are doing. On their page about sustainability (teakoe.
com/pages/sustainability), they reveal exactly how they focus on making their environment better by
operating this way. Teakoe made their packaging and teas compostable and packing eco- friendly—but
they’ve considered other factors beyond their core components too. They look at manufacturing,
recycling, waste byproducts, low emission delivery vehicles, and setting responsible business
practices.

Evolved Enterprise™ Impact Model #7: Experience the Good

Charity auctions and fundraisers have been a staple of donation efforts for non-profits, but a new
group of companies has come mixing this with celebrity firepower. Charity Buzz (charitybuzz. com)
is an online auction marketplace where you can bid on unique experiences. Charity Buzz keeps 20% of
the auction price and gives 80% back to the charity. The organization is doing big things with a
milestone of over $100MM raised for different charities since its inception in 2005.
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In a similar vein, there’s If Only (ifonly.com), which also provides unique experiences with
celebrity chefs, tastemakers, and luminaries. They operate as an auction program or a fixed price.

A really interesting entry in this category is Omaze (omaze.com). They work a little bit like a
sweepstakes, where they put up really intriguing experiences to benefit charities, like riding
around in a real tank with Arnold Schwarzenegger and smashing things. The interesting twist they’ve
added is a viral component to give you more chances to win, and they allow you to purchase multiple
packages of entries with better rewards attached to them.

For instance, for a recent experience with comedian Seth Rogen, you could purchase entries from $10
to $25,000, guaranteeing a sit-down lunch with Seth. Their split with the charity is a similar
80/20.
Evolved Enterprise™ Impact Model #8: Empowered
Employment
This model is called Empowered Employment because the companies work directly with underserved or
marginalized communities for labor, creation, and design. But it’s not simply a “feel-good” aspect
of the business, because when integrated creatively, it actually produces a value-driven
differentiator.

Some of these examples to learn from are a mix of for-profit and non-profits.
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Founded in 2008 by Leila Janah, Samasource (samasource.org) uses the model of digital outsourcing
to address poverty by redirecting a small part of the $200B+ spent on outsourcing to poor women and
youth in developing countries. Samasource estimates 43 million people could benefit from the
Microwork™ model, which transforms complex data projects into small, computer-based tasks. This
work helps women and youth build skills and generate life-changing income.

Being pragmatic here, the work has to be on par and on budget with what these clients
could contract in other ways. But if that’s the case, then the “halo effect” is huge here and makes
it an easy decision to work with Samasource.

And when there’s alignment around something bigger, the Universe seems to conspire to come together
in our favor. These are moments that Carl Jung would label synchronicity that have significant
meaning well beyond coincidence.

Actress and singer/songwriter Caitlin Crosby, founder of The Giving Keys, might agree. She would
wear an old NYC key around her neck engraved with inspirational words. On tours, she’d sell an
assortment of keys with messages like “hope,” “strength,” “believe,” etc. Every night the keys
would sell out, and she started to encourage people to give their necklace to someone they felt
needed the message on that particular key. Now the keys were creating stories and connection shared
on thegivingkeys.com site.
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The notion of a conscious business really clicked one night when she saw a couple on Hollywood Blvd
sitting under an umbrella and holding a sign that read, “Ugly, Broke & Hungry.” They went to
dinner, and Caitlin discovered that Cera made jewelry, which was exactly what she needed. Rob and
Cera joined the team and started making Giving Keys the next day.

Today, The Giving Keys employs those who are looking for a transition out of homelessness. They’ve
partnered with the United Way and PATH, a reputable transitional home in LA. This combination makes
an Evolved Enterprise™ powerfully compelling to consumers and partners. Today, the Giving Keys are
carried in over 500 stores in the U.S. and internationally, including Anthropologie, Fred Segal,
Henri Bendel, and Kitson.

Mirakle Couriers in India is another exceptional example of a transcending level Evolved Enterprise
worth spotlighting. Mirakle Couriers’ business model is based on creating a service- driven,
profitable enterprise that utilizes the deaf. In India, anyone with a disability is typically
discriminated against, and there is severe lack of government support for the deaf population.
Mirakle Couriers was born when founder Dhruv Lakra focused on a courier business because it
requires a lot of visual skills but no verbal communication. Fact is, the deaf are extremely good
at map reading and remembering roads and buildings because they are so visually inclined. With
each package delivered, the couriers also provide an educational sheet educating their customers
about being deaf and how they can help. Again, this is a total win/win/win across the board.

In a similar fashion, Signs Restaurant in Canada (signsrestaurant. ca) hires deaf servers and
hopes to help create a dialogue
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between those with hearing difficulties and the non-deaf people eating here. All the menus come
with ASL cheat sheets to help everyone communicate and experience a shared bond. It’s an engaging
concept that can make a difference.

ULTRA Testing (ultratesting.us) takes this concept of empowered employment one step further.
Founded in 2012 by a pair of former MIT roommates on the premise that “disability” can be a source
of competitive advantage, ULTRA’s first service delivers high-quality software testing by employing
onshore teams of individuals with Autism Spectrum Disorders.

There are 1.5 million Americans on the autism spectrum, and they’re usually at a disadvantage in
traditional office environments. But not everywhere. People with autism and Asperger’s tend to
engage in repetitive behaviors that others might consider boring, which allows them to maintain
focus as they test whether a given piece of software works on different devices, operating systems,
and web browsers over, and over, and over again—a significant advantage and perfect match for the
work they are doing.

Several non-profits have taken the lead here as well with empowered employment development.

For nearly 30 years now, Homeboy Industries has been serving high-risk, formerly gang-involved men
and women with a continuum of free services
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and programs and operates seven social enterprises that serve as job-training sites for their
“boys” and “girls.”

Today Homeboy Industries spans printing, groceries, baked goods, diners, and apparel. Plus, they
even have licensed products with Ralph’s supermarkets and a licensed Homeboy diner at the LAX
airport.

A significant pioneer of this model is Delancey Street (Delanceystreetfoundation.org), with
revenues topping $24MM between the interconnected companies. Founded in 1991 by Mimi Halper Silbert
with just four residents, a $1,000 loan, and a dream to create a new model to help people out of
substance abuse and employ former felons, Dr. Silbert has received national and international
attention for her achievement at Delancey Street, demonstrating her belief that the people who are
the problem can, themselves, become the solution. Delancey successfully operates everything from
food and hospitality businesses such as cafes and catering and small manufacturing firms building
handcrafted furniture and ironworks to service-based enterprises providing car services, printing,
landscaping, and moving.

The average resident has been a hard-core drug and alcohol abuser, has been in prison, is
unskilled, is functionally illiterate, and has a personal history of violence and generations of
poverty. The minimum stay at Delancey Street is two years, while the average resident remains for
almost four years—drug-, alcohol-, and crime-free. During their time at Delancey Street, residents
receive a GED and are trained in three different marketable skills.
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Another excellent example is Opportunity Village (opportunityvillage.org), heralded as one of Las
Vegas’ most impactful organizations. The organization is a conglomerate of business services
and ventures working with people with intellectual disabilities. They not only provide skill
training for employment but they also run their own business units internally. These range from
package inserts, shredding, document imaging, button creation, wholesale baking, and more. One of
my favorite programs the Maverick members visited was the creative ventures, with participants
selling their artwork and keeping
50% of the profits. I’ve bought some of their wonderful artwork, and it’s really incredible.

Think of your significant competitive advantage here with the teams of empowered employees having a
bigger, deeper meaning at work. The degree of loyalty and full engagement is at a totally different
level.

Evolved Enterprise™ Impact Model #9: Co-Development
This model directly connects the producers and buyers to create an even better experience and
impact for everyone involved.

Take a look at Good Eggs (goodeggs.com). They position themselves like a grocery store but better
since you order online directly from farmers and food makers for delivery of the freshest foods. It
works for everyone. The model is great for producers since they know exactly how much to make to
reduce waste and spoilage. And it works for consumers too since they get only the freshest and most
in-season produce. Right now Good Eggs is only in a few cities right now but hopefully expanding.

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Aid Through Trade (aidthroughtrade.com) was started in 1993 by a former Peace Corps volunteer. It
is now one of the leaders in the fair trade fashion industry and employs over 75 women artisans in
Nepal to create jewelry from high-quality glass beads. Aid Through Trade connects these
jewelry designers to consumers in the West and, in turn, provides fair trade business practices for
their employees—everything from fair pay to additional benefits such as retirement and healthcare
benefits that usually are not available.

I-DEV International is a New York–based impact investment firm that develops industries in emerging
countries. In Peru, they helped farmers build an international business out of tara, a native tree
species whose fruit had historically been consumed locally. After finding new applications for tara
in the global food, pharmaceutical, leather, and pet-food industries, 200 Peruvian farmers
organized a co-op. This co-op generates nearly $7MM in revenue for members.

On a recent trip with Virgin Unite to South Africa, our group spent time with the Branson School of
Business in Johannesburg and visited a few of the graduates’ actual ventures.

I remember kicking around an idea there with Steve Bennett. Steve and his wife, Sarah, already had
a very successful Gems TV shopping channel in the UK selling gemstones and jewelry, a little bit
like a QVC or HSN here in the U.S. In passing, I said something like, “You guys need to come up
with a channel that only features these incredible products that make a difference.”

I’m extremely pleased to see Steve took that notion and launched
Equal World TV (Equalworld.com). He gets all the credit here
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for running with the idea and making it happen. It’s the first ever profit-with-purpose TV shopping
channel with a way for social enterprises around the world to get their products to consumers.

Evolved Enterprise™ Impact Model #10: Ethical Opportunity

A little extra income, for most people, is life-changing. And in developing countries, extra income
is completely game changing. Impact model #10 piggybacks on already proven models of having reps
distribute your products, creating a new breed of Evolved Enterprises.

If you look at direct sales goliaths like Avon or Amway, they are self-replicating masters with
their business opportunity that allows reps to sell a full array of products.

Living Goods founder Chuck Slaughter, fresh from his success at mail order giant TravelSmith,
looked at this model and thought it could be replicated to make a bigger impact. He wondered if the
power of Avon’s model of door-to-door agents could lower costs, grow profits, and improve rural
reach. Living Goods franchises its brand and business model to women entrepreneurs who work as
independent agents. To launch their Living Goods franchise, agents receive a microloan and an
initial setup of inventory and business tools.

Starting in Uganda in 2008, there are now over 1,000 agents making a real difference and earning a
real income for themselves. The company has just expanded into Kenya, and it’s very exciting to
watch because direct selling is one of the fastest- growing consumer models, especially in
developing countries.
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VisionSpring leverages direct agents and makes it work in a big way. They are targeting the Bottom
of the Pyramid (BoP), with
$3,000 or less in annual income, and representing 4B consumers. They are not looking at this group
as needing handouts but rather as a viable market that can be activated through a high-volume and
low-margin approach.

They employ a Hub-and-Spoke approach, where their optical shops function as hubs and vision
entrepreneurs (their sales agents) act like spokes conducting outreach in the communities
surrounding the optical shops. Each one supports and sustains the other. Vision entrepreneurs are
local people that the organization has trained to conduct vision screenings and educate their
communities about the importance of eye care and the benefits of corrected vision.

VisionSpring’s vision stores generate income via programs in which higher profit margins on more
expensive glasses subsidize basic eyewear for the poorest customers. They continue operating on a
nonprofit basis while working toward profitability in every country where they operate. The El
Salvador unit is already profitable, and they expect operations in India to achieve profitability
by 2015.

Bigger companies have been experimenting with this direct sales model too. In Brazil, Nestlé is
reaching BoP consumers in urban favelas through a network of micro-distributors and direct sales
agents. The Nestlé Até Você model provides an opportunity for women from their local communities
who have lived there for at least five years and built up trust.

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The direct selling model has grown with independent reps using their own social networks, and one
of those growth areas is “party plan” selling. You’ve probably been invited to one of these or know
about them. The most famous is Tupperware, but there are so many more. There is everything from
jeans parties, candle parties, handbag parties, jewelry parties, toys and puzzles, skin care, and
so much more. Nearly anything can be sold this way. I’ve yet to really see a company employ the
Evolved Enterprise™ model with party selling so this could be a tremendous untapped distribution
channel.

There is a remarkable opportunity to combine a “biz opp” for individuals to make a little
bit of extra income (an almost universal want) with a good product that makes a difference.

Evolved Enterprise™ Impact Model #11: Ecosystem
A few years back one of the clients I coached said something I really liked: “The more META you go,
the more leverage there is.”

I’ve been really engaged thinking about the leverage available through the interconnected nature of
an ecosystem. This is an advanced model but one that can work on so many different levels. My
friend, Ari Weinzweig, co-founder of Zingerman’s, is fond of mentioning, “The healthiest ecosystems
are the most diverse and complex.”

He should know. Zingerman’s is one of the companies I really admire for the unique way they’ve
built an interconnected (kind of a vertically integrated) grouping of related businesses.

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I had heard and read a bunch about Zingerman’s approach to business and knew it was interesting and
different…but didn’t realize how unusual it really was until I dug in.

And the more I saw, the more I really loved how they built their business, the philosophy, the
culture, and more. There’s a reason Inc magazine referred to them as “the coolest business in
America” in one of their issues.

Here’s the backstory….
It all started as a simple deli in Ann Arbor, Michigan, in 1982 with a co-founder, Paul Saginaw.
The notion was to give local residents real, authentic deli food and never skimp on the quality.
Over the next decade, Zingerman’s deli became a hit for their food but hit a plateau at about $5
million in revenue. It was at that point that they came up with an ingenious plan for creating
growth without sacrificing the elements of being a small business in a community they loved. In
fact, Ari, was adamant that he would not expand Zingerman’s deli to a bunch of other cities,
attempt to duplicate the ambiance, and create some mediocre version of what they had started.

Interconnected Community of Businesses
Instead, in 1992 Ari and Paul wrote out their vision for 2004. It was to have a group of 10–12
small businesses, referred to as Zingerman’s Community of Businesses or ZCoB. And that’s exactly
what happened. Each one would bear the Zingerman’s name but have their own unique identity and
specialty. Everything from a bakeshop to a mail order facility to a training and seminar company
teaching the “secret sauce” to their success.
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But that’s only half the story because they sell to each other, creating a built-in customer
base. For example, the bakery makes all the baked goods, breads, etc., for the deli and also
sells wholesale to other retailers.

They use shared resources of IT, HR, PR, marketing, payroll, etc., running it as another division
with each business unit paying in. I love immersing myself in their world while visiting for great
food and new insight. I couldn’t recommend getting up there more or at least picking Ari’s recent
series of Lapsed Anarchist’s Approach business books available at ZingTrain.com.

So what is an ecosystem?
Let’s define an ecosystem from Wikipedia:
http://en.wikipedia.org/wiki/Ecosystem
An ecosystem is a community of living organisms (plants, animals, and microbes) in conjunction with
the nonliving components of their environment (things like air, water, and mineral soil)
interacting as a system. These biotic and abiotic components are regarded as linked together
through nutrient cycles and energy flows. As ecosystems are defined by the network of interactions
among organisms and between organisms and their environment, they can be of any size but usually
encompass specific, limited spaces (although some scientists say that the entire planet is an
ecosystem).
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Natural ecosystems include reefs, rainforests, organic farms, and even our entire planet or
universe. Man-made ecosystems would include communities, cities, and networks.

Seeing the Bigger Interconnected Picture…
Let me share a few more examples I’ve helped conceive.
I had one gentleman come to me in the corporate training market. They had certain relationships
already with companies for certain types of training areas. I had him create a powerful triad
ecosystem model that brought together content experts, people that wanted to do the actual training
(trained by the content expert), and companies buying the training for their employees.

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Triangulation Impact
Circling back to Bruce Poon Tip from G Adventures, he has a triangular theory of how a non-profit
can work with a for-profit company. They created the Planeterra non-profit that also works with
other companies but is funded by their travel adventures. The non-profit controls and regulates the
projects done in the areas where G Adventures runs trips. The for-profit company would make it a
financial success, and the local community (the third part of the triangle) works with both groups.
This actually builds a sustainable advantage and delivers a more meaningful experience for their
travelers.

One of the first starts was in the jungles of Bolivia. They brought in locals, many of whom had
been at war with each other for generations, to see if they could build an eco-lodge. Working with
an NGO partner and providing the initial capital, G Adventures then sent their tours through that
area to make a stop at the Chalalan lodge. This creates a win for everyone, and they decided to
start their own separate foundation, Planeterra, to do these triangulation projects quicker.

Ecosystem That Grows Everyone in the Network
To give you a glimpse at my latest thinking, I want to show you an Evolved Enterprise to support
orphans in Haiti. For the past five years, Maverick members have raised over $500,000 to build
self-sustaining villages in Haiti through Caring House Foundation
(Frank-mckinney.com/caring_project.aspx). And our on-the-ground partner is Hope2Haiti
(HopetoHaiti.com), run by Scott Bonnell.

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On the last trip, a group of Mavericks and guests made a commitment to create a for-profit,
self-sustaining business to fund Hope2Haiti’s work with orphanages in Haiti. Together we developed
an Evolved Enterprise™ model that helps in so many different ways and uses ecosystem thinking. It
started with some sleuthing about what kinds of things have sold before to donors. When Scott
mentioned Christmas greeting cards, I thought we were onto something. And I knew there was
something big when he also mentioned their “ ” program that for just $10/month can support an
orphan living with a foster family.

Boom!
We brought both together with the idea to provide beautiful, hand-drawn artwork from Haitian
orphanages as thank you cards. The hook is they come 10 to a pack, and we donate “Ten for Them.”
That’s $10.00 per month going to support one Haitian child in desperate need, providing the
essentials of food, clean water, shelter, clothing, and even an education.

It works for everyone, and it’s not just a handout.
The customer wins because there is real scientific evidence that gratitude increases your
happiness level. And a simple handwritten note goes a long way for increased connections and
relationships. (Actually, I’m continually astonished at how much impact a handwritten thank you
note actually gets in this digital age. I have a blog post on the long lost art of handwritten
notes here: yaniksilver.com/handwritten-note.)

I could easily see an entrepreneur or business owner buying this for their team to send out thank
you notes on a regular basis.
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And that’s another key point: This subscription pack appears each month and practically forces the
recipient to use them with people that matter most in their lives.
Even better, the ecosystem expands in our diagram to include a connection between the subscribers
(buyers) and the orphans. This would be as simple as an online bulletin board for messages of hope.

On the supplier side, you can see one of the key components the business would be buying is
recycled, soy-based ink printing, so it’s better for the environment.

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Then, on the ground in Haiti, there are immense benefits. This venture would help pay the
established artists who are providing art instruction to the orphans. Haitian artists are some of
the best in the world, and this type of creative outlet is proven to help bolster people’s
happiness. And one of the orphans each month would receive a scholarship for creating the artwork
selected for the monthly design.

As you can see, there are so many interconnected pieces beyond just a donation. It’s a massive
value-add on each side. As the subscriber, I’m not just buying these thank you cards because they
help someone but because they help me too. That’s a key distinction. There has to be a
marketplace-driven value for everyone.

An Evolved Enterprise is not about guilt-driven marketing and solicitations but actually being a
greater benefit and value for everybody involved.

The Platform Wins
Thomas Edison “won” by creating an entire ecosystem for his invention of electricity. He created
the bulbs, the power stations, and the wiring, among other pieces of the platform. Everything works
together, and the entrepreneur that can co-create the platform or interconnected ecosystem is the
one that can have the biggest impact.

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Built-in Ways Evolved Enterprises™ Can Create an Impact
Your business has significant leverage that might be underused or underappreciated. No matter the
size or scope of your company, you already have different ways you can consider applying the
Evolved Enterprise™ concepts without really spending a dollar.

1) Distribution channels. Think about what your “voice” can do via your email list, social
followings, database, package inserts, etc.
2) Skills. Harness the specialized talents of your team, and put them to work to help causes that
resonate with you. You can even micro-volunteer online.
3) Your product or services offered. Through the offerings you put out, you can make a difference.
4) Ideas. Use your entrepreneurial brainpower to make a difference for organizations that matter.
5) Employment/supply chain. Who you buy from can be a significant source of redirecting your
already existing expenditures. And we already talked about the model of Empowered Employment.
What did I miss? Any other Evolved Enterprise™ Impact Models you’ve seen that might not fit these
categories? Great examples you want to share or talk about?

Join the conversation to discuss and connect on these ideas in the private community for Evolved
Entrepreneurs: www.EvolvedEnterprise.org/cocreate

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Chapter Four:
Doors Will Open

Sometimes the Universe just sends you a message you cannot ignore. I call these little “winks,” and
I got a big one at this trendy LA restaurant where a group of Mavericks celebrated my
40th birthday.
Hanging on one of the walls was an actual door with the words “Doors will open. Follow your bliss.”
It showed up just as I’d been intensely studying material on the hero’s journey we all seem
to go on.

The quote on the door is a paraphrase of one of my favorite Joseph Campbell quotes:

“Follow your bliss and the universe will open doors where there were only walls.”

Campbell was a mythology expert and author of Hero with 1,000
Faces, studying the “Hero’s Journey” and how in a multitude of cultures, this hero’s story is
played out over and over again.

This notion of following your bliss is a bit misunderstood.
It’s not just total pleasure floating from one fun thing to another. It’s closer to utilizing all
your talents, skills, resources, and passion to bring your full heart into your greatest work.
Bliss appears with your most unique and ultimate expression of your best self. A complementary
concept is Dan Sullivan’s “Unique
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Ability.” This is the process of identifying your best habits with the continual improvement,
passion, and energy derived from performing that activity. (His group has an excellent book out
with the same title co-written by my friend Catherine Nomura.)

Unique ability is not only about something that is a strength for you but something you love and
that gives you more energy when you do it! Critical difference. You could have a strength, but you
might not necessarily want to keep doing that activity.

And then the ultimate evolution is not being attached to the outcome.

Oof!…
This has been one of the biggest realizations I’ve added to my worldview.

In the outstanding book The Great Work of Your Life, author Stephen Cope covers the concept of
dharma, a Buddhist concept essentially meaning your path or truth. (My copy is massively
highlighted, and I couldn’t recommend it more.)

This book is based on the two thousand-year-old spiritual tome, the Bhagavad-Gita, and how it
applies today. Cope provides numerous examples of exceptional individuals who found their dharma.

And one of the prime lessons here is “Let go of the fruits.” The exact quote from the Gita is:

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“You are only entitled to the action, never to its fruits. Do not let the fruits of action be your
motive, but do not attach yourself to nonaction.”

In other words, give yourself entirely to your work, but let go of the attachment to the results.

Huh?
So here’s the paradox. By putting your full heart and 100% effort into something, you actually win.
Putting in the work (if it’s from a true place of meaning) is enough reward.

It’s only the attachment to results that creates disappointment, frustration, depression, etc.
Think about it—when you have expectations and they aren’t met, you’re upset, right? And if we’re
waiting on outside praise or recognition, we’re always beholden to it.

By simply having no attachment, you are free. Easier said than done because as entrepreneurs, we
are typically so intermeshed into our business that our identities are wrapped up tight into
whether it’s a “success” or “failure.”

Our whole self-worth sometimes seems to hinge on our balance sheet.

But the secret is to separate those two.
Again, this is a paradox since I’ve said before the Evolved Enterprise comes out of our true being
and essence—so can you separate that?
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The separation comes from not being attached to the fruit or result but still putting your full
effort in as your return. However, this idea of not being attached to any outcomes is not as fun
for our right-brained, pragmatic side, so I was given another lesson….

How do we reconcile the notion of having goals?
It’s true that whatever and wherever we bring the spotlight of our attention to will gain energy,
grow, and “show up” (just like me “finding” that cool door while studying Campbell).

Goal setting creates some of the focused awareness on your intended course—but usually not in the
way you might have been taught. Throughout the last 20 or so years, since I became a student of
success traits, I’ve tried numerous experiments. I remember my first time being really exposed to
goal setting was at a Brian Tracy seminar. I think I was probably 22 or so at the time, and Brian
had us write out our 10 most important goals we truly wanted. I can’t remember all 10, but I
remember one of the goals was buying a Mercedes SLK.

Interestingly enough, I misplaced that workbook and found it a few years later. I think
something like 7 out of 10 of the goals were hit, though the more interesting thing was that most
were even “better” than what I originally wrote. For example, I had made more income, and I ended
up getting a much cooler Mercedes—SL55 AMG.

Seeing how that came together, I then changed up how I wrote my goals to add the words “or better,”
“or sooner,” and “or more,” thus giving myself more flexibility around what I was working towards.
However, that once again shifted….
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The New Way to Better Goal Setting for Evolved
Entrepreneurs

Recently I really feel like I have an even better method that strikes to the heart of what I
really, really, really want.

About four to five years ago I wrote out in my journal what my ideal day was like when I was to
turn the big 4-0. I wrote out some specifics about net worth, the car I was driving, what I was
doing that day, etc., trying to really capture my ideal, perfect day upon reaching my fourth
decade. Well, a few weeks before my milestone birthday, I went back and found that entry. At first
glance, I was a little taken aback because I didn’t really hit that many of the specific goals.

I told Missy about the entry, and after seeing what I wrote, she asked if I was upset that it
wasn’t quite here. I thought about it for a second and said, “No.”

And that’s because the essence of the goals were there and even exceeded.

For instance, one thing I wrote down was that I was driving a blue Fisker Karma.

I wasn’t. I already mentioned that I had actually sold my Aston Martin a few years back and wasn’t
interested in buying another exotic car. Instead of driving a specific car, I would rather figure
out what the feeling behind the car I want is. To me, it’s about having joy and satisfaction from
driving it and something that reflects a bit of my fun-loving spirit. (Interestingly enough, I
probably wouldn’t even want a Fisker now with all the issues they had.)
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The dollar amount I wrote in my journal was $2M in profits coming in from various business ventures
per year. Nope, wasn’t there either.

But what’s the real essence behind that? To me, it’s the freedom to work on what you want, with
whom you please, and on what gets you excited!

Actually, I don’t need two mil a year to have that, and you wouldn’t either. I already have the
essence of that goal. It’s just about creating freedom from passive income or designing your
business to support your most important contributions.

I had also jotted down other specific goals too, including giving away $5,000,000 to cause
partners. Sometimes those goals that still match up your deep passion and purpose are coming. It’s
just not the right time. But like a train coming down the tracks…you know it’s coming. In this
instance, I didn’t hit the $5M in charity contributions, but we are at $2.5M+ and even more when
you factor in the ripple effect through other members. Once again, the essence is there.

Allowing Something Better

One interesting goal I had written down was that by the age of
39, I would go into space on Virgin Galactic. Well…that timing is not of my own doing. It’s still
happening, and I can continue to savor the anticipation.

Coincidentally, Virgin Galactic threw a party for 400+ future astronauts exactly on my 40th
birthday. They hosted a big “Behind the Hangar Doors” event in Mojave right on September 25, so
that’s why I was even in the Los Angeles area in the first place.
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Richard Branson had factored into my journal entry about my
40th. Here’s what I wrote:
“In a few weeks the family is going to Necker Island again with Maverick members and Richard. It’s
become a yearly tradition since 2011, when they first came. I was just reminded of the trip because
Richard sent over a wonderful surprise gift for my birthday.”
I have been truly blessed to do an annual Maverick trip to Necker each year with Richard
hosting—and it has become a family tradition. (We invite a select group of impactful entrepreneurs
each year. More details at Maverick1000.com/necker)

And Richard did send me over a surprise birthday gift by way of a personal video that was pretty
funny. But even better, I spent time with him on my birthday for the Virgin Galactic event and
again roughly a week later when I was invited to a safari in South Africa to support his
foundation. Amazing!

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All of this is something I couldn’t have pictured happening in this way or scripted it out any
better. That’s why having the essence of what you want works. It gives you the flexibility of not
being attached to how you think something will appear. I’m always in awe of the surprising new
paths opening up or meeting the right person or being handed the right book that allows your
“goals” to unfold in extraordinary and wonderful ways.

The requests most of us make are for things (better car, bigger house, closing the deal, etc.) and
are not at the same level as requests that come from your heart and a deeper place.

“Learning to receive is learning to ask for the essence of what you want, rather than the form.” –
Sanaya Roman

And as you play with these Evolved Enterprise concepts, you’ll start to develop a sense of when to
push and when to just allow.

There’s a dance of active action and receiving. Doing and being.
It’s that perfect point, like when pressing in a clutch on a steep hill. By exploring and
experimenting, you’ll find that balance of stopping your backwards momentum and shifting into
gear—all without stalling.

This lesson really struck me when I was in Baja, Mexico, racing dune buggies with Maverick members.
Imagine this: One of the sections had hairpin switchbacks with no guardrails about 4000+ feet above
the valley floor. And to make it more interesting, I had no reverse gear in my car. The turns were
so tight that I needed

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to bounce the car off the side of the mountain to roll it back while pressing in the clutch and
then engaging it again before we tumbled off the side of the mountain. Trust me, you’re pretty
focused at that kind of moment and definitely in flow.

Engage Your Own Clutch
Pushing in the clutch is the only way to make the car really move forward from a standstill. Plus,
to continue driving smoothly, you’ll also need to push in the clutch, shifting from one gear to the
next. (Interestingly enough, as you move up into the higher gears, you need less clutch—so it’s a
really good analogy here too.)

The things that keep us stuck in first gear are our own stories, habits, beliefs, actions, etc.,
and your own growth and evolution is the clutch to get you moving forward. (That’s why the Evolved
Enterprise™ diagram starts there.)

But just to clarify, this isn’t some super serious reprimand to not have any fun anymore. That
would totally suck! The most evolved people I know are also the most fun and playful. Their magical
inner child is a huge part of how they live their life. Even the Dalai Lama, who has just about
every reason in the world to be serious, calls himself a “professional laugher.”

With an Evolved Enterprise there really isn’t much difference between work and play. Play is the
path to experiment and explore the intersection of more profits, more fun, and more impact—starting
first with you.

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YOU

105
“Know Yourself”
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Chapter Five:
How Entrepreneurship Can Be the Ultimate
Expression of Artistry and Love

Yikes! We’re going to talk about a 4-letter word in business… LOVE!

Running your enterprise from the fullest expression of love can and will create the meaningful
success that matters.

What does the “fullest expression of love” actually look like?

Like anything and everything, it always starts with YOU. Our responsibility is always on our
shoulders first. And looking at the Evolved Enterprise diagram, the founder (YOU) is at the center
because a business is a reflection of the leader’s evolutionary awakening.

Sleepwalking

Even if someone appears to be successful, they still could very well be living in a slumbering
state of half-hearted effort. Frankly, I’ve made a lot of money without totally applying myself
fully.

As entrepreneurs, if we get some of the basics right around delivering exceptional value, we can do
pretty okay. I’ve seen it over and over again with individuals seeming to have a great business,
but they are not fulfilled at a deeper level. They think business is just business and don’t
consider how it could be their art. Then that lack of energy carries over to your team, your work,
and your customers. Truly everything.

One of my favorite questions during this seemingly dark period was “What would you do
even if you knew it would fail?”

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It makes you think if whatever you’re doing is worth your life’s energy or not. It’s an even better
question than one you may have heard before: “What would you do if you knew you couldn’t fail?” The
refined version forces you to consider putting in your full heart and soul regardless of the
outcome.

So if you can truly awaken from the autopilot nature of where you are, you can start to stir a
deeper sense of direction. And that inner guide has the key to what you can be doing to reinvent or
rework your company or yourself.

And at the highest expression is LOVE.
You can love yourself and honor yourself in many ways. It takes time, and it’s an ongoing process.
I’ll recommend my friend Kamal Ravikant’s book, Love Yourself Like Your Life Depends on It.

It’s a very personal story about the journey Kamal took as CEO of a venture-backed company in
Silicon Valley and how he went from depression and blackness to fully engaged and living at an
optimal level. You’ll have to challenge yourself to do the exercises in the book for significant
results.

When you’re fully utilizing everything you were designed to do, there’s a complete sense of divine
inspiration, and time stands still. The more you can truly “know yourself,” the better you can
recognize where your sweet spot is. I’ve taken multiple personal assessment tests and would
recommend Wealth Dynamics, Strengthfinders, Kolbe, and the Enneagram. Everything helps you get a
little more insight into where you show up in your best way.
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And when you can find that ideal merging of what you were “designed” to do, who you want to truly
help, and the positive marketplace profit potential—you’ve won. I look at it like chipping away at
everything that is not your greatest expression.

As the great artist Michelangelo said about his process, “Every block of stone has a statue inside
it, and it is the task of the sculptor to discover it.”

The best part is you are always provided feedback along the way of what works and what comes
easily. When you’re in flow, it’s not an uphill slog. Personally, I use my energy level as a gauge
to know if I’m on purpose or not.

I also believe you need to give yourself credit for the “R&D” (Research and Development) along the
way.

This provides you with a bigger WHY you are the person to accomplish what you really want. My R&D
list included a full page in my journal of everything from different business models, key
connections, learnings, “failures,” skill sets, and more. All of them count. Look backwards, and
embrace your past “failures” as “R&D.”

You cannot simultaneously have within you a deep, deep desire for creating something great
without also possessing the capabilities, talent, and abilities to make it happen.

But to get there, you still might need to polish up a few things you’ve neglected along the way and
dive deeper…

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Aligning With Your Shadow
Part of my exploration has also been through casting light on my “shadow.” This is a Jungian
concept for a part that we want to repress and hold back, typically from the light. And many times
it comes up in all sorts of ways. It could be road rage and yelling at other people in traffic in
front of your kids; it could be sexually acting out; it could be continually beating yourself up
for not being good enough. One way you can often recognize a shadow is a behavior you see in others
that elicits a charged reaction in you that really bothers you.

Essentially, everyone around you can be a mirror for yourself, and if there’s something that
bothers you—usually it’s because you have this behavior and haven’t acknowledged it. Many times
just bringing awareness to your shadow is a fast step forward to integrating it more fully into who
you are.

Personally, one my biggest shadows was recognizing that I
was never giving 100%.
I could see an interesting pattern looking back on my life. For instance, in college, I’d go out
the night before a big exam, come in late into the lecture hall smelling like bourbon, borrow a
pencil, and be the first one out. Even with that, I’d still get a solid B. And with my businesses,
I’ve always done well and over delivered, but I’ve never absolutely given my everything. If I’m
being totally honest, it’s probably because that leaves a little room to justify results if they
are not what I had hoped for.

I feel like a broken record here, but—echoing The Great Work of Your Life—by putting your full
essence behind something,
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you let go of the outcome because your complete effort is your reward by itself.

Loving yourself is also about taking care of yourself.
One of my very astute friends, Richard Rossi, likes to ask, “How would you treat a million dollar
racehorse? Would you feed them junk? Would you let them not get enough rest? Would they get
training whenever they felt like it? Or instead, would there be consciousness and intentionality in
what you do? Of course, there would.” And you can probably guess where Richard was going with
this—you’re the million-dollar racehorse. Actually, I’d bet you’re worth significantly more than a
mil.

But how are you treating yourself?
As I began transitioning into a bigger version of myself, the same playbook I was using before just
didn’t seem like it fit me anymore.

And that’s probably good because that’s helped me grow exponentially as an entrepreneur and
individual. Simply put, what you do each day has a compound effect on your life, your happiness,
and your outlook.

Not surprisingly, there are certain combinations that create “good” days and others that have more
depressing effects. Of course, everyone has their own version, but I wanted to see what universally
works with experiments on myself.

I have a serious stack of books in my library on the subjects of happiness, philosophy, and
self-improvement. From everything
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I’ve applied, studied, and done for the last twenty years, there are nine categories, or the
“Divine 9”:

1. Meaning
2. Movement
3. Mix
4. Master(y)
5. Mindfulness
6. Mentor/Mentee
7. Multiply
8. Momentum
9. Magic

I named this process the Daily Return Path to Bliss, Joy, and Happiness, and it’s been part of my
experiment to see how I can purposely work on making sure I’m the best I can be.
You can find out exactly how to apply the Daily Return Path to Bliss, Joy and Happiness on a recent
blog post here – www.YanikSilver.com/returnpath
As I’m writing this chapter, I can honestly say I’m in the most content physical, mental, and
spiritual place ever. I’m happier, more content, and more at peace.

Am I perfect? No, not at all, but I know I’m consistently evolving and growing.

Loving yourself fully changes the dynamics of how everyone around you reacts to you too. Because if
we’re honoring our vision, there’s no time to say “Yes” when you really should be saying “No” to
things that don’t support this.

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So many entrepreneurs I know are wired to be giving, but they don’t make space for themselves, and
then they don’t have the bandwidth to help anyone else.

One of my most recent practices to honor myself has been meditating (Mindfulness).

I decided to make a commitment to the practice when I interviewed Russell Simmons for a private Q&A
and yoga session held with Maverick members. We discussed his latest book, Success Through
Stillness, that’s devoted to meditation, yoga, and a deeper stillness applied to business. I would
highly recommend it. Russell’s deep conviction really impressed me, so I figured I’d give it a try.
So far I’m at 20 minutes per day in the morning for the past 18 months. I know quite a few
entrepreneurs who meditate now, and it’s becoming something more common in business circles.

Along with the mounting scientific evidence of meditation’s positive effects, I find these moments
of stillness help me gain clarity on what’s important and what’s not.

Working on your own evolution is totally holographic for your business because everything really
stems from you as the leader, meaning a single change to “you” creates a change in your business
too. You’ve probably heard it before, but it is true that our outside world becomes a mirror for
what’s going on inside.

No matter where you are in your business or personal life, the best place for “working” through all
of this on paper has always been in my journal.

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The Power of Journaling
One of the most influential tools you can use to enhance your entrepreneurial life is a journal.
And the best part is it only takes you about 15 minutes to see results. A journal might look like a
bunch of blank pages bound together, but really, there’s magic here!

There is proven scientific evidence on how journaling can make you happier.

You’ve probably heard previously about journaling but either thought it was too easy, too silly, or
just didn’t know how to do it. Trust me, it works. I’ve been doing it for years and believe it’s a
total game changer.

Simply taking 10–15 minutes each day to journal will significantly impact your well-being.
Journaling about an issue or thought has been proven to provide an increase in self-esteem and
happiness.

The process of “expressive writing” helps to put a story line to what you’re feeling.
When the thoughts roll around in our head, they just keep surfacing, being ignored and pushed back
down, resurfacing, all jumbled together…so write about it.

Typing is not the same—paper and ink create a link that’s unmatched. I believe handwriting actually
connects your heart and mind together.

Another heavy use of my journal is taking note of what’s going well through gratitude
journaling. Write down absolutely
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everything you are grateful for. It might sound too easy, but once again, it’s been scientifically
proven to make us feel better. And I really do mean everything. Spend 5–15 minutes, and you’ll come
up with some good stuff. All of us seem to quickly adapt to any changes (good or bad), so focusing
on what we’re grateful for slows us down to appreciate it. And being grateful connects you to the
source of your abundance—creating even more.

“The Gap”

For some reason, we’re more easily focused on the stuff that goes wrong than on what is going well.
And that leads to us just focusing on what else is wrong…and what else…and what else—creating an
ever-building flurry of negative observations.

I like the question of “What’s going well right now?” or “What am I making positive progress on?”
and then simply writing in my journal.

Dan Sullivan talks about this with the analogy of the horizon: about how we are not upset that we
can never reach the horizon if we are driving or walking—but somehow we want to reach our ideal.
The ideal is a moving point just like the horizon, and that’s why it’s important to focus and
reflect on where you’ve been and how much progress you’ve made. And this focus always builds up
confidence, momentum, and positive energy.

You can also use your journal for working through ideas on paper or even describing your perfect
day or business venture. There’s pretty much no wrong way to journal. Some people will keep
different journals just for ideas or separate projects. I typically just keep one and put
everything in there, from my doodles, quotes that inspire me, new ideas, and everything in between.
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Use compelling questions as idea starters to get you writing.
The Power of Questions
I love questions….
I think questions dictate your answers, and the more powerful questions you ask, the better the
answers are in life and business. Our minds want to search for answers.

I like writing down my question on the top of a page on my journal and then working on multiple
answers. Most times the first answers you get will be pretty pedestrian and won’t have much
creativity to them. Keep pushing
yourself to come up with more distinctions and sometimes even wilder answers. Don’t censor yourself
either—just write. Here are a couple questions to get you going as you engage in this process:

• 10 years from now, would I be happy with what I’m still doing?

• Who else has more to gain than I do from this succeeding? (Good question for finding
partners)

• What is the essence of what I want?
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• How can I provide 10x–100x in value for my customers/
clients/patients/members?

• What would XXX do in this situation? (i.e., mentor you look up to who can be alive or dead)

• What would I do even if I knew it would fail?
And as I’m contemplating bigger decisions, I’ve borrowed a question from Brian Johnson, creator of
Philosophers Notes: What would my 111-year-old self tell me?

Taking Journal Writing Even Further
Ready to really step this up?
My friend Bill Donius is the author of Thought Revolution. He presented a special workshop just for
Mavericks, teaching us his creative method of problem solving. Typically, he only leads innovation
and ideation sessions for big-name Fortune
500 clients. The book outlines the technique that helped him in his role as CEO of Pulaski Bank in
St Louis. He led the bank through a successful IPO in 1998 and grew it eight-fold in size to $1.4
billion in assets.

This stuff is fascinating and extremely impactful.
You’ll learn how to activate the neural pathways to unlock the right-hand side of your brain, the
place responsible for creativity, intuition, wholeness, dreams, and problem solving too. Since
92% of us are right-handed, you will use your non-dominate hand (i.e., left hand) to activate the
thinking and writing process.
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And don’t worry if you think writing with your alternative hand will be completely illegible—try
it. There’s something about it that creates a more child-like state of free flow. Start off easy.
He recommends answering the question “If I were an animal, what animal would I be?” Answer with
your dominant hand first and then, using his methodology, you’ll have to suspend disbelief to allow
an answer to flow from your right brain to your non- dominant hand. For me, I started as an “otter”
(playful, etc.), but my left-handed response was “sea turtle.” I think of Finding Nemo and the
150-year-old sea turtle with his laid back wisdom!

He says the animal we choose with our dominant hand typically represents an aspirational choice,
while the animal we choose with our non-dominant hand represents a truer version of ourselves.

The results will astound you.

By activating the right brain, I’ve been able to tap into answers that I never would have imagined
and to have the confidence that I’m getting guidance from a more elevated self. It sounds a little
weird, but there’s a profound knowing that the answers carry even more weight. I’d also suggest
using the previous questions you’ve answered with your dominant hand and explore them with this
process.

Evolving yourself is not a “one and done” kind of job, because everything here cascades down over
the whole company from the inside out. It’s ongoing and something that continues to pay dividends
over and over again.
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CAUSE

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Chapter Six:
What is Your WHY?

Finding your WHY is the core nucleus and driver for what you’re doing. If your answer is to get
rich, then I’d argue that’s not enough. Sure, it can be a motivator, but it’s not going to sustain
you through the ups and downs of business or to actually build something meaningful. And the fact
is, I’ve never seen anybody truly succeed in the long run by only looking at what they’re going to
get.

In one of my first journals 15 years ago I wrote a core value of “I get rich by enriching others 10
times to 100 times what they pay me in return.”

That’s become my internal formula to judge a project or offering by because it’s in synch with an
unyielding natural law. Not surprisingly, when you deliver that much value, the marketplace
compensates you accordingly. This goes along with a famous quote motivational speaker Zig Ziglar
frequently used: “You can get anything you want if you help enough people get what they want.”

Taken another way, the Evolved Enterprise can serve the greatest collective good yet still remain
totally self-serving for you—a beautiful notion of what actually is best for the whole is best for
you.

The marketplace is always self-correcting. So the only real strategy to enduring and lasting wealth
is to over-deliver as much as you can and provide just as much value.

Now you can turbo charge that with an authentic cause or big reason why you’re actually in
business.

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I saw this firsthand with my ten-year-old dude, Zack.
For the past four years, we’ve put on a Family Freedom event for kids ages 6–16, tailored to their
interests and comprehension. We have some fun family experiences, sessions for parents, and
specific ones for the kids. Then the kids break up into teams to learn about business and run
different ventures. (Maverick1000. com/family)

We’ve done it over July 4th so the businesses are selling related products and services. Children
will create their own promotions and pricing, understand their budgets, and market them to the 4th
of July crowd.

My son Zack is a little less outgoing than his younger sister, Zoe, but when we added a charitable
component to his team’s venture, he couldn’t be stopped. They were selling glow sticks, and his
opening pitch was “Save the Bay—buy a glow stick.” I’ve never seen him so committed before, and it
was because he was also helping a cause bigger than just himself. I was really proud of him.

Save the bay was because we were in Annapolis, MD, right on the Chesapeake Bay. Linking to a cause
that’s central to you or your customers in an authentic way makes a dramatic difference. I have no
doubt his sales increased, and they even got just straight- up donations from people without them
buying a glow stick.

This is a small example, but when you truly tie in something that really fits, you see dramatic
jumps.

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Working with Maverick NEXT* member Anthony Balduzzi, we developed a key cause that truly made sense
around his life story. Anthony was already doing well with his health and fitness information
publishing business but was in the midst of a serious rebranding initiative. He had put a lot of
thought into both the updated website design and revamped brand messaging to specifically niche
down to helping men over 40 lose weight and regain their energy—but I didn’t think that was enough.

Here’s how Anthony describes our work together:

“Our big aim with the rebranding was to empower our information publishing business model to have a
far greater social impact than simply selling eBooks and weight loss courses online. Within the
first 10 minutes of the call, Yanik adeptly assessed the strong, unexploited niche that our
rebranded business could become a market leader in: helping fathers over 40 lose weight and regain
their vibrant health.

With our more focused audience in place, Yanik then helped us construct a new product offering
(weight loss challenge for charity) that would help increase our revenue, improve our customer
experience, and enable our brand to have the social impact we wanted with our rebrand with 10x the
potential brand impact.”

It all started with Anthony’s story that I helped dig out to make a more meaningful connection to
his cause. Tragically, Anthony’s father died from brain cancer just before his 10th birthday, and
that created a burning desire to help that’s never gone away. Together, we came up with the concept
for “Fit Father Project” (www.FitFatherProject.com), and it’s full steam ahead for him.

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He says it on his site:
I promised Dad that no fathers would ever have to go through his pain and lack of health. Not on my
watch. And I set out on a 10-year mission to figure out exactly how men get (and stay) healthy for
life. I know it’s what Dad would have wanted.

We worked on matching up this compelling story with a cause that would matter and really fit here.
Going back to the time when he was a kid, he picked Camp Kesem as their cause because they put kids
into summer camp whose parents are battling cancer. He has a real innovative model we developed to
make a difference:

We donate a baseline 10% of all our profits to Camp Kesem. For every pound you lose on any of our
programs, we donate an additional $1 directly to a Camp Kesem attendee fund.
Fitfatherproject.com/camp-kesem

*Maverick NEXT is an invite only network of young entrepreneurs, ages 25 and under, who already
have some success in business but feel that they are destined for something much greater…in their
entrepreneurial endeavors and contribution to the world. (MaverickNEXT.com)

Now, if you’re paying attention, you noticed Anthony’s compelling story. We’ll talk more about that
in the next section because it’s such a huge component here. All of these elements work in concert
together and synergistically create a greater whole than the sum of their parts.

I like the way Two Degrees Foods (TwoDegreesFoods.com)
clearly states their reason why on their site:
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We fight childhood hunger. It’s why we exist.
We do this by asking people to reconsider their daily purchases.

At 2 Degrees Food, we believe that your everyday purchase choices have a big impact. Instead of
grabbing just any snack, you can now choose one that feeds your hunger and helps do the same for a
hungry child. That’s the power of the Buy- One-Give-One model: For every 2 Degrees bar you buy,
we feed a hungry child.

They’re using the 1-for-1 model to create a direct impact to feed one child when you purchase a
bar. To date, they’ve donated over
1,000,000 meals by working with several on-the-ground cause partners in different areas of the
world.

I first heard of Two Degree food bars on a United flight because they were one of the featured
in-air snacks for purchase. And that’s another HUGE bonus you’ll see when you apply the Evolved
Enterprise™ concepts in a genuine way—bigger companies will look to potentially partner with you.
If you choose the bigger partner correctly, it’s a good move for everybody. You get to benefit from
their increased distribution and exposure, and they get a bit of your halo effect. And not only
will partners be interested but the press will be intrigued too if you are making a genuine
difference.
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Inauthentic Hurts More Than It Helps
Picking your cause should have either personal significance for you or be tied back to your product
in an area that your customers would want to see their support go to. If you are just trying to
piggyback on a cause to get “brownie points,” you might get some bump in sales and revenue, but you
won’t see a dramatic lift in team engagement or customers actually becoming serious advocates for
you. You see this with multi-nationals that simply add a charity component without really
considering how it fits into their overall DNA more deeply.

In a 2010 KFC campaign, they put out pink buckets of chicken to fight breast cancer. For each pink
bucket of chicken, KFC would donate 50 cents to the Susan G. Komen Foundation. I didn’t even see
any tie-in until a friend pointed out it might be around the breasts of chickens and women. Nice.
This triggered a PR disaster because one of the risk factors for breast cancer is a high-fat diet
and obesity.

With the total interconnectedness of the Web, this goof creates a serious black eye for the company
involved and the cause partner. That’s why I believe you need to seriously consider who you partner
with and in what capacity.

Choosing a Cause Partner
Some brands and businesses lend themselves more easily to work with cause partners; for instance, a
food company might align with serving meals to the homeless or a food kitchen. It makes sense, and
there’s a perfect tie-in. However, you don’t have to only be pigeon-holed based on your category.
It’s critical
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to consider your own story, what authentically fits, and also what your customers are ultimately
looking for.

For example, another Maverick NEXTer I worked with was putting together a line of clothing in a
very particular marketplace. (I’ll keep the details a little vague since I don’t want to give
everything away as he is still in the process of implementing these ideas.) Now, the marketplace
has some already well- defined community values in place, and we chose well-known cause partners to
match the community values. We also spent a lot of time talking about identity and community
(coming up soon). After the session, here’s what he reported:

“I felt like applying Evolved Enterprise to our business takes it a step up, from being a basic
transactional retailer, to the next level of being an entity bigger than just itself, with more
purpose. Evolved Enterprise is a different type of thinking that helps focus on delivering value.”

This type of thinking does take your business to another level beyond a one-dimensional,
transactional company.

Another consideration could be your ingredients or components of the product. One Evolved
Enterprise™ in Colorado is an artisan tea company, Teakoe teas. They’ve made commitments to build
beehives based on their sales because of the importance bees have in our world. Honey is part of
their iced teas, so they are using their impact here. And they have a little fun with it by saying
they’ve impacted 20,000 jobs, talking about the bees and the number of hives they’ve been able to
adopt. (www.teakoe. com/pages/thrive)

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When looking for cause partners, check out Guidestar.org and CharityNavigator.org. Both of these
resources will allow you to search by categories and give you a good look at the charities’ ratios
of serving vs. administration costs.

Choosing Between Known and Unknown Causes
One consideration is whether you partner with a well-known charity or a smaller one. With a known
partner, you are getting built-in name recognition that might have a bump for you in overall sales.
But with a relatively unknown partner, you are making a more direct difference. One tip: If you are
going to work with a bigger cause partner and you are a smaller company, there are lots of hoops to
jump through. I would make contact with a local office since they are usually much easier to work
with and you get the same name recognition.

That’s exactly what I did back in 2003 for my 30th birthday bash in Orlando. We held a birthday
“party” for 530+ of our best customers, and the only way to get in was a $50 donation to
Make-A-Wish. I worked with the Orlando chapter, and they were super excited to come in for a
$25,000 check. We won because the attendees felt good about their registration fee.

Today we solely focus on entrepreneurship for our impact.
Why? Entrepreneurs are our world’s catalysts. Individually, we drive growth, value-creation, and
innovation. But collectively, I believe 21st-century entrepreneurs have the greatest leverage
available to impact the globe.

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Our Reason Why: Changing the Way Business
Is Played!

Connecting and Catalyzing the World’s Most Impactful Entrepreneurs, Mavericks, and Influencers to
Co-Create a Meaningful Global Shift in Business

Like us, you don’t have to just pick one cause partner if you don’t want to. You can have certain
products related to different causes that match up, like we looked at in Evolved Enterprise™ Impact
Model #4b: Donate Where You Want.

For instance, with our Maverick Impact fund, we have helped support programs ranging from
microenterprise in East Africa to ex-offenders in East LA receiving business training. To me, the
theme is always around entrepreneurship and making a difference for underserved communities. Even
more than cash, I’m always interested in how our Maverick network can contribute their brainpower,
resources, and network to make a difference. We incorporate this in a significant way directly into
each of our events and experiences, so it’s not just an “oh by the way” but actually baked right
in. (We’ll cover this in more detail shortly in the next section too.)

As you’re considering the Cause, you’ll need to decide if it’s simply a one-time promotional-type
thing or truly built into your business in some way. No question, being truly integrated gives you
a greater impact, but dipping your toes into the water with a specific cause and specific promotion
is okay too. That way you can see if there really is something to the Evolved Enterprise™ stuff.
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One more consideration is how you can leverage a cause partner in a mutually beneficially way.
Make-A-Wish is probably not going to promote you to their donors, but a smaller cause might. Get
creative. I know one Maverick1000 member piggybacking with some of the biggest charities because he
offers them a way to tell their story better, and his material becomes a ride-along. So a nice
win–win.
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CREATION

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Chapter Seven:
Being Exceptionally Different

Going through the Evolved Enterprise™ thinking process for your company will automatically make you
different—but it’s still up to you to make sure your customers know what you’re doing differently.

One of my favorite questions I ask myself when creating new innovative offerings is “How can I go
the opposite direction of most of my competitors?”

It’s a bit like the “best of times” and the “worst of times” out there because simple online tools
have made it easy for so many people to put something up in almost every single marketplace and
category. Our job is to make sure that we can break through the clutter and have a unique angle,
hook, and story to share with our potential customers.

There’s a smart book by a Harvard professor, Youngme Moon, simply called Different. In the book,
she talks about how companies are always looking at their competitors and trying to pick off what
they’re good at. They take those pieces and basically create an entire array of features and
benefits that are only all sort of above average. But none of them really stand out to the
customers, so there’s no real differentiation point.

A really good example of going the opposite direction is our Underground® Online Seminar. It
started in 2004 and had been sold out every year until we retired it after a decade. When I first
started it, there were a lot of Internet marketing and online entrepreneurial events out there, but
they were all roughly the same. They had the same speakers and the same sort of topics. I don’t
really like to do the same thing as everyone else, because there’s not a real point to it.
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That’s when one of my buddies and I were having a drink at a hotel bar, and he was lamenting to me
the fact that he just went to the seminar and it was a big “pitch fest.” There was not that much
content shared, and he said, “You know, what I’d like to see is a bunch of real world people
actually showing what they’re doing and how they’re making their money. Not ones that have made
their money selling how to make money on the Internet. And you’re the guy to do it—you know so many
different people from different places.”

I realized, Yeah, I could probably do that.
That’s how the Underground® event was born—entirely based on the idea that there are real world
people who are out there making money who aren’t selling how to make money information. And they
are doing it in all different ways, shapes, and forms.

Now, I’m a big fan of creating not just a great educational experience but also creating a fun
environment. At the Underground®, we made it a lot more interesting for attendees because it wasn’t
just a normal boring seminar. There always was a spy theme attached to it. Some years we’ve had
celebrities like “Mini-Me” Verne Troyer, or we’ve brought in one of the actors who played James
Bond and a star of 24. There is usually a different theme each year. And it didn’t stop there,
because there are tons of great parties and experiences to make attendees bond together.

Doing things differently sometimes has a downside too. After retiring the Underground® it would
have been tough to just go back with another seminar inside a hotel ballroom. That’s why our team
decided to innovate again and create a new annual
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event called Camp Maverick. It’s an invitation-only summer camp for entrepreneurs to connect in
truly unique ways. (www.GoCampMaverick.com)

Start with a Blank Page
Another good example is Virgin America, one of my favorite airlines. They do a lot of things right.
If you look at the other airlines out there, they are all pretty much the same (even in first
class). But with Virgin America, they actually started with a clean slate of paper and said, “What
isn’t good about the flying experience in the USA?” Of course, the answer is almost everything. So
they went through and created a much better experience.

For instance, they added a simple but truly remarkable feature when first introduced: a power
outlet in between the seats so you can keep your laptop fired up for a cross-country flight from DC
to LA. They make the interior of the plane look really, really cool, with lighting that changes
colors based on the time of day. Plus, they have these really white seats. When you walk onto the
plane, it just looks cool and feels like a lounge. And they were one of the first to have Wi-Fi in
the air. (Other airlines have since copied some of these innovations, but that’s not the point.)

People are excited to fly because Virgin America’s crew members also have a great attitude. A lot
of this experience comes from the founder, Sir Richard Branson, and you can just see his DNA is
infused into all the Virgin companies—the idea of “just a little bit cheeky” and “just a little bit
fun” and “just a bit adventurous” throughout.

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Create Compelling Stories
It’s easier than ever to (over)share via social media, but why would a customer actually tell
someone else they bought something from you?

For your message to get broadcast, it’s crucial for consumers to be able to “get it” quickly and be
able to connect. Over 80 years ago, one man had the answer to increasing almost any product’s sales
and literally crushing the competition.

His name?
Claude Hopkins. And today his advice is even more valuable than it was during the 1920s. Hopkins
was one of the most famous admen and really the father of modern advertising. His two books, My
Life in Advertising and Scientific Advertising, are worth reading and re-reading.

I’ll share with you one of Hopkins’ greatest secrets for attracting more business. Listen
closely—the secret is *EDUCATION*.

By educating a prospect about how things are done in your business, even if it’s the same exact
thing any one of your competitors could tell, it will produce a tremendous selling advantage.

Hopkins used this advertising secret to rocket a so-so beer brand from fifth place into a tie for
first place in just a matter of months. Listen to this:

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Schlitz Beer hired Hopkins to increase their falling market share. At the time, every beer
manufacturer at this time was screaming “PURE” in their ads. In fact, companies were spending a
fortune just advertising this four-letter word as big and as bold as they could. They even took out
double-page ads to put that word in even bigger letters. All this shouting and no explaining was
making zero impression on the buying public. Nobody ever explained what “pure” really meant until
Hopkins came in.

The first thing Hopkins did was take a factory tour. On this tour, he was shown plate-glass rooms
where beer was dripping over pipes. Inquiring about the reason for this, Hopkins was told that
those rooms were filled with filtered air so the beer could be cooled without any impurities.

Next he was shown huge, expensive filters filled with white-wood pulp that provided a superior
filtering process. The manufacturer then went on to explain how they cleaned every pump and pipe
twice daily to ensure purity and also how each bottle was sterilized not once or twice but four
times before being filled with beer.

Then Hopkins was shown the 4,000-foot-deep artesian wells dug to provide the cleanest and purest
water available, even though the factory was right on the shore of Lake Michigan.

Finally, Hopkins was led into a laboratory and was shown the mother yeast cell that was a product
of 1,200 experiments to bring out the robust flavor. And he was told all the yeast used in making
Schlitz beer was developed from that original yeast cell.

After his tour, Hopkins exclaimed, “Why don’t you tell people these things?”
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The manufacturer’s response was because every beer manufacturer does it the same way.

And to that, Hopkins replied, “But others have never told this story….” And he went off to create
an advertising campaign explaining to people what makes Schlitz beer pure. Once again he told the
same story any brewer could have, but he gave a meaning to purity. And this is what took Schlitz
from fifth place to a tie for first place in market share.

Really, this whole process is just educating.
Educating prospects about the hows, the whys, the good, the bad, and the ugly. You simply cannot
overeducate people.

And you have an even better secret weapon to spread your story—the impact you are making. But, and
this is a key but, you have to explain it and share it in a way customers can connect with and then
spread the message potentially. One of the reasons TOMS has done so well is their story is easy to
understand and share. And they continue sharing the message everywhere even on the insoles of their
shoes.

If your customers are not informed and educated about why you only use sustainable fabrics, soy
link, a certain material, or how you are making a direct impact, etc.—it’s as if it didn’t happen.
You don’t get credit for it, and it doesn’t become a marketing multiplier for you. You have to
share your authentic impact everywhere. It can be your Impact Scoreboard on your website, your blog
can be filled with stories of the difference you’re making, your package insert, etc. everything
should continue educating your buyers so they can become advocates.
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If your customers are not informed and educated about why you only use sustainable fabrics, soy
ink, a certain material, or how you are making a direct impact, etc.—it’s as if it didn’t happen.
You don’t get credit for it, and it doesn’t become a marketing multiplier for you.

Must-Tell Stories

A few years ago, I was dining at Danny Meyer’s Modern Restaurant in New York City with a colleague.
We both ordered up the tasting course menus with all the multiple courses and a different wine with
each. You know the drill.

Danny has great book out called Setting the Table, and he has a concept in it called “enlightened
hospitality.” The idea behind this is that the server should be paying enough attention to the
customers that they can almost predict what’s going on and help them deal with almost any unmet
needs or needs that they don’t necessarily verbalize.

So my dining partner and I were right behind another table where a couple was having a knock-down,
drag-out sort of argument about their family. The man was complaining about his mother-in-law and
holidays and how much he hated her. I can compartmentalize pretty well, so I wasn’t
affected, but the guy with me was getting bothered. Since the waiters were paying attention to
this, they actually did something I’ve never seen happen before. A waiter literally came over and
poured a small pitcher of water on our table and said, “Oh my God, I’m so clumsy. I can’t believe I
did that. I’ll have to get you guys re- seated right away!” Then the staff instantly whisked away
eight plates and eight wine glasses and moved us to a corner, where it was a lot quieter.

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Think about that. Instead of telling the other table, “Can you guys just shut the hell up?” they
let the other table still “enjoy” their evening without embarrassing them and helped us enjoy our
evening. This was such an exceptional experience that I’ve been compelled to share this story over
and over again on stages and now in this book.

Another tale that’s become somewhat well known is from Tony at Zappos again. He shared the story at
Underground® of a woman who bought a pair of boots for her husband. Unfortunately, her husband
never got them because he was killed in a car accident. When the customer called to return the
boots to Zappos and explained what happened, the rep took it upon herself to send flowers to the
funeral. This created a huge stir and word-of-mouth sensation at the funeral because what online
e-tailer would send flowers to someone even after they returned the product?

The big lesson here is to provide anyone who works with you enough authority and latitude to make
something good happen. Allow them to deliver surprise and delight that turns regular customers into
raving fans.
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Chapter Eight:
Baked-in Good

Creating an impact is so much easier when it’s just a simple habit like brushing your teeth. That’s
why one of the ways that works so well is for each product sold to have a direct impact provided.
Many of the Evolved Enterprise™ Impact models we looked at earlier had an automatic impact baked
right in.

Look back at a few of the highlighted companies, like Sevenly. org, which puts $7 from every order
into the selected cause partner they are supporting that week. Or FEED bag serving hungry children
with each bag purchase—and so many others. All of this leads to customers wanting to share their
purchase and proclaim their identities tied to your product or service.

Full 360 Degree Impact
As you’re examining and adding Evolved Enterprise™ concepts, make sure you look at each and every
piece of the customer experience so it is congruent with what you espouse. One good company that
gets this is PACT (wearpact.com). They started off a few years ago with underwear and have
expanded. Here’s their story (notice the creation story):

PACT is obsessed with a big idea: super soft organic cotton that makes the world a better place.
Socks with soul, altruistic underwear and other everyday essentials ethically manufactured with
fabrics that feel good and go easy on the environment. Sounds good? Oh it is. In fact, co-founder
Jeff Denby created PACT to turn bad into good. After spending years working in the international
manufacturing business with its questionable working conditions and environmental policies,
Jeff decided it was time for a change. And change starts with your
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underwear. So at PACT our manufacturing process is designed to be good from seed to shelf. We care
about our clothes so much we pretty much follow them wherever they go so customers can not only
feel good in PACT but also feel good about where PACT came from. PACT is good design for good
people.

I own a few pairs of Pact underwear, but what I really appreciated about them is that their
packaging is in total alignment with their social good. You have to think about your “DNA” all the
way through your product or service. They are a mail-order underwear company, so using the wrong
packaging would absolutely be the wrong message. Here’s what they say on their outside mailing
envelope:

Not only do we recommend a daily change of underwear, we also recommend making a daily change in
our world. This 100% compostable package is here to help with both. Just like you toss your
underwear in your dirty clothes, you can literally toss this bag in with your dirt. Even the
mailing label and adhesive will decompose in less than
45 days.
Now, that is in total alignment with their company values. What’s more, they also do a significant
job on educating consumers about the process of how the clothing is made:

Many people don’t think about how their clothes are made. But, just as food doesn’t come from a
grocery store, clothes don’t come from a department store. In fact, your clothing and food often
start out in the same place: a farmer’s field. PACT goes to great lengths to
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make sure our entire supply chain, from the growing and harvesting of the organic cotton to the
final sewing and all the processes in between, are as clean and responsible as possible. We are
pretty proud of how we make our stuff so you can not only feel good in your PACT clothes but feel
good about where they came from too.

Marketing Through the Heart
One of the key concepts I hope you really grasp is being an Evolved
Enterprise™ doesn’t mean you aren’t actively promoting.
Your gut knows if you’re fudging the line a bit or not. If you wouldn’t feel completely proud to
put out your product/service or the marketing behind it—there’s something that isn’t in alignment.
You have the best internal compass in the world if you actually listen. Are you completely sold on
what you’re doing? If not, it’s time to figure out what else you can do to create a tremendous
value that you would be remiss not to promote.

With an Evolved Enterprise, you can truly capitalize on your impact in significantly more
ways than your “ordinary” competitors.

Originally, I wasn’t going to include a few of these examples because it could easily be construed
as simply a marketing tactic. But I have faith you’ll apply these additional examples for a greater
good or, as Newman’s Own would proudly proclaim, “The shameless exploitation for the common good.”

Yes, it’s a bit (or a lot) tongue in cheek, but that’s okay.

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One of the pioneering advertising icons of the 20th century, David Ogilvy, provided this sage
advice: “The consumer isn’t a moron; she is your wife.”

Today’s consumer is armed with more information, online reviews, and insider knowledge than ever
before. Think of how you want to invite people to join you instead of just selling them using
well-worn marketing tricks and tactics that just don’t cut it anymore. That’s actually a good thing
because there’s another separation between Evolved Enterprises and the rest of the pack.

Now please don’t get so anti-marketing here that you throw everything out the window.

The fundamental rules for marketing will apply and will not change. You’ll need to define your
audience, figure out how you’re going to reach them, create your compelling offer, and then provide
a reason why they should act now. But you get to put your own mark on this with a totally authentic
voice.

People want to buy from real people.

They want to know your story, why you’re so passionate about what you’re doing, and how your
product or service will make a greater difference to them (and to the world).

And even better, as you build out all the different facets of an Evolved Enterprise, you actually
have more opportunities to multiply your marketing efforts. Take a look at these smart marketing
examples of creating compelling alignment and momentum around the impact delivered…

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You have to put your full heart into products and services—but ALSO your full effort into ethically
“inviting” the right prospects to buy.

The good news is you’re working with a stacked deck in your favor because by combining smart
marketing and promotion with an Evolved Enterprise, you get a significant boost.

What’s more, you can market in ways that will make competitors shake their heads and wonder what
the hell you’re up to.

Reverse Pitch
I remember a Patagonia promotion that blatantly stated, “Don’t Buy This Jacket.”

It was Cyber Monday in
2011, and Patagonia went the opposite direction (remember that?) and said to not buy their
jacket. Here’s the beginning of the ad:

Today is Cyber Monday. It will likely be the biggest online shopping day ever. Cyber Monday was
created by the National Retail Federation in 2005 to focus media and public attention on online
shopping. But Cyber Monday, and the culture of consumption it reflects, puts the economy of natural
systems that support all life firmly in the red. We’re now using the resources of one-and-a-half
planets on our one and only planet. Because
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Patagonia wants to be in business for a good long time—and leave a world inhabitable for our
kids—we want to do the opposite of every other business today. We ask you to buy less and to
reflect before you spend a dime on this jacket or anything else.

This might be a bit of reverse psychology since sales have been up 40% for a two-year period
following this ad. I doubt it’s just attributed to this campaign, but I think it’s a long-term
mindset about the purpose of business that’s espoused by Rose Marcario, the CEO of Patagonia, here:
“Business can be the most powerful agent for change, and if business doesn’t change, then I think
we’re all doomed. Business that puts profit above people and the environment is not going to be a
healthy and sustainable way for us to live and for the planet to survive.”

This reminds me a little bit of one of the top copywriters in the 1900s, John E. Powers, who wrote
this ad for a Pittsburgh department store in severe financial trouble:

“We are bankrupt. We owe $125,000 more than we can pay, and this announcement will bring our
creditors down on our necks. But if you come and *buy* tomorrow, we shall have the money to meet
them. If not, we shall go to the wall.”

Instead of yelling “SALE” like so many other stores would, there’s a legitimate reason given why
people should spend their money at this store. And this ad was said to be responsible for saving
the store.

Another ad written by Powers, for a different merchant, proclaimed, “We have a lot of rotten
raincoats we want to get rid of.” This sold out the entire inventory of raincoats by the next
morning.
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The Name Is the Game
On my most recent visit to Necker Island, I noticed these new snack bars they put out for
breakfast. In big, bold print, the packaging proudly proclaims, THIS BAR SAVES LIVES. Perfect. The
name says it all.

I think one of the most overlooked aspects in your marketing is naming a product or service.
There’s a lot to be said of coming up with the right name that helps move the needle.

Ever heard of a Patagonian Tooth Fish? Sounds delicious, right? Not quite…but when the name was
changed to “Chilean Sea Bass,” sales grew dramatically. Or how about the “Chinese
Gooseberry”—wouldn’t you like to have that for a snack? No? Oh, okay, then maybe “Kiwi Fruit” is a
better name.

Names are quite powerful, and that’s just another piece to think about as you re-invent your
business.

Compelling Partners
Just like the Two Degree bars with United as a partner, having a direct impact creates unique
partnerships and new distribution opportunities. This Bar Saves Lives works with Save the Children
as their cause partner to deliver packets of food to a child in need for each bar bought. Not only
is the bar now getting some big-time exposure to the guests on Sir Richard Branson’s private island
but they also have an all-star team of business and even celebrity advisors behind them.

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There’s no doubt celebrities sell products and services. And as an Evolved Enterprise, you have a
greater chance of getting a celebrity partner if you have a significant impact footprint.

Last year, for the first time, Oprah Winfrey lent her name to a brand in the name of charity. If
you’ve been to a Starbucks or Starbucks-owned Teavana store, you’ve probably seen Oprah’s Chai Tea.
This is a unique power collaboration coming together under the umbrella of making a difference.
Proceeds from the sale will benefit her Oprah Winfrey Leadership Academy Foundation, which supports
a variety of youth education charities, from Oprah Winfrey Leadership Academy for Girls to the U.S.
Dream Academy.

A business grows by getting more customers, increasing the transaction value spent, or getting more
repeat customers. Your impact can actually be tied back to innovative ways of making a difference.

For the past few years Starbucks has also provided a free cup of coffee on Earth Day to anyone
coming in with a reusable mug. This creates a good reason to return to Starbucks and links them to
a bigger global cause.

Last year fashion retailer H&M and DoSomething.org, one of the largest organizations for young
people and social change, teamed up to get young people recycling clothing. In a campaign called
“Comeback Clothes,” they encouraged young people to give their old and worn-out clothing a new life
through recycling. The program included a social media component with anyone taking a picture of
themselves dropping off the clothes being entered to win a $10,000 scholarship and receiving a 15%
discount off their entire next purchase.

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I would imagine more than a few of the young people recycling their clothes also added a new outfit
or two to their wardrobe, just like the free coffee recipients at Starbucks bought something else
to eat there too.

Find New Distribution Channels
Pay attention because in the next chapter we’ll cover building communities of brand advocates and
zealots. An interesting application for this kind of tribe is creating ambassadors to promote for
you.

Apparel company Serengetee does a remarkable job of using college and high school “ambassadors” to
sell their product line of pocket t-shirts, tanks, backpacks, and hats. The “hook” here is that the
company uses a different type of fabric from another country on each of the pockets
(serengetee.com). That’s the way this company has grown and carved a different niche for themselves
in a crowded t-shirt space.

They’re using Impact Model 4B: Donate Where You Want, with each of the different fabrics matched up
against a contribution to a particular cause or charity. Serengetee has taken a really smart
marketing approach in rewarding their college and high school ambassadors for being influencers on
social media and authentically sharing the brand with their family and friends. The results are
pretty sizeable; in the first year they had 20,000
Facebook fans and then massively multiplied to 125,000 by year two.
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List Building and Impact Making
Ecommerce company Uncommon Goods has a unique way they combine impact with their marketing too.
After your purchase, you are given a choice of several non-profits to donate $1 from your order to.
Then you can double the donation they will make to $2 if you spread the word via Facebook or
Twitter. Smart. It works because according to the site, they’ve already made over
$1,000,000 in contributions from their “Better to Give” program started in 2001.

This is a perfect example of considering how and where to incorporate an impact into the natural
flow of your customers’ interactions.

Proof You’re Walking Your Talk
As more and more consumers see businesses that trade on their impact, they are going to want to
know HOW you are making a difference. Teaming up with cause partners on the ground that are highly
respected and effective is a significant advantage. This way you can show exactly how you are
making a difference and where part of the consumers’ purchases is going (if that is your model).

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The bottom line here is simply let your heart be your guide for the direction of your marketing and
sales promotions. Become curious and open. Be on the lookout for how companies outside your
industry or marketplace are doing things. See what compels you to buy, and consider if there’s
something there you want to bring back to your own business.

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COMMUNITY
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Chapter Nine:
Community Code 2.0: Creating Tribes of
Beloved Brand Builders

Let’s face it—companies that can harness the power of extremely loyal customers win!

They get to spend less on marketing and advertising. Their customers keep buying like crazy, and
they even love to share your product or service with their friends.

Sounds great, right?
Falling in Love
Imagine what your business would be like if you actually fell in love with your prospect? And if
you really are in love with them, wouldn’t that mean you must do what’s in their best interest?
Sometimes this means no sale—but other times it means you must do everything in your power to get
them to buy because you know the positive results they’ll have.

If you love your prospect, you would be doing them a disservice to not get them to purchase. It’s a
subtle difference from a consultative sale, but it is dramatic—almost evangelical.

And if there’s true love with the product or service, that also creates a higher-level engagement
with your customers/members/ clients.

On the lowest level, customers are simply getting a need met. Your product or service is their
solution, so it’s transactional. But with an Evolved Enterprise, there is a community being built
with a true identity tied in. And at the highest level, your customers see it as their
responsibility to actually “convert” others.

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That’s the kind of fervent identity you want to foster and create. When Mavericks did a motorcycle
ride with Rich Teerlink, former CEO of Harley Davidson, he freely admitted that having a cult-like
following was one of the reasons they could survive their dramatic marketplace downturn.

Is there a way to create this? Yes and no.
Some of it has to happen naturally, and some we can actually engineer.

As social creatures, we originated in tribal types of societies, but there’s not just one chief
anymore. Our loyalties are based around our multiple interests, passions, and identities.

Tribes today are more readily formed around countries, causes, religions, passions and interests,
bands, wines, neighborhoods, fraternities and sororities, communities, sports teams, clubs, etc.
And, of course, brands that you love and identify with.

Basically, think of these tribes or communities as cubbyholes in our brains. There are only a
certain number of cubbyholes in your mind. The classic marketing read Positioning by Jack Trout and
Al Ries really hits on this. A well-worn example is that when you think about pizza, many people
would still mention Dominos.

However, your brand is no longer what you put out there— it’s what other people are saying about
you. That’s where it gets interesting….

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Swiss psychologist Carl Jung did a lot of work on archetypes. The easiest way to think about
archetypes are the exaggerated characters you might see on movies and TV shows. Somebody is the
jester, the caregiver, the creator, the hero, etc.

Going back to Harley, they’re the outlaw archetype, even though their market is really more about
white collared execs that want to be outlaws. Burning Man is about creation and self-expression.
The Red Hat Society, a group of thousands and thousands of women over 50, represents the jester of
just having fun. Tough Mudder is the hero brand and so on.

Brands represent lifestyle.
This actually comes back to another psychologist, Abraham Maslow. Maslow’s most famous theory is
his hierarchy of needs, in which people start at the bottom with fundamental security needs and
then work their way up to self-actualization.

With forethought, we allow and enhance an identity tied into the customer’s fullest expression of
themselves.

“I am a .”
You want to change the conversation so your tribe would actually fill in this sentence with their
identity attached to you.

For instance, “I am a Trekkie,” “I am a Burner,” or “I am a Tedster.”
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One Maverick member, Damien Zamora, actually told me he wants his gravestone to read: “Here Lies a
Maverick.” To me, that’s the ultimate identity. He and his wife, Nikki, actually got married on a
Maverick annual summit. It was a surprise engagement turned into a wedding with our musical guest
Pato Banton marrying them off. This showcases how much members look at their community as a true
family.

Years ago you might show your identity with a bumper sticker on your car. Today if someone is
willing to put a sticker of your logo on their phone or iPad, you win. That means you’ve got a
strong identity and engaged community. I’m always so pleased when I see Maverick members whip out
their phones with Maverick skins on them.

Community Decoder #1: Origin story

We all have a “creation story,” but few of us use them in our marketing or even bother sharing.
Think of it like a comic book character. If I asked you, “Who was bitten by a radioactive spider
and started fighting crime to avenge his uncle’s death?” you’d probably know this was Spider-Man.

This is all part of the creation story, and every business, brand, or personality has that creation
story that should be made more public.

Clif Bar is a $100M+ business, and the founder, Gary Erickson, talks about going on a 175-mile bike
ride, and he couldn’t stomach another Powerbar. He decided to go home and concoct a better,
all-natural energy bar. And as they say—the rest is history. (Even smarter, the team at Clif goes
on an epiphany ride each year to relive the story.)
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Think about your own creation story.
• How did you start your business?

• What was your inspiration?

• What is the reason you do business the way you do?
Share this with your customers, and you’ll create a deeper connection. My friend Andy Nulman,
author of Pow! Right Between the Eyes, calls these “Velcro” connections. He started his book by
revealing 10 surprising things about himself, and it really bonds the reader. One of the facts was
he’s a hockey goalie, and I reached out to him because we both play.

One interesting community to look at is the Red Hat Society of women ages 50+. Their
origin story started on a girl’s trip, when the founder, Sue Ellen Cooper, paid $7 for a red
fedora hat. She bought it as a lark to give as a present along with a poem by Jenny Joseph with
the opening lines:

“When I am an old woman I shall wear purple
With a red hat that doesn’t go and doesn’t suit me.”
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Sue gave away a few more birthday gifts of red hats along with the poem and then held an informal
tea party with the idea to just have some fun as who you are. This turned into this movement with
40,000 different Red Hat Societies all across the world now.

People need to know that origin story of your brand, or what you developed, or how it was created.

Community Decoder #2: Language
It’s critical you develop your own unique and specific language for the community. Lady Gaga has
her “Little Monsters,” and that’s on purpose, just like the KISS Army. Gene Simmons is the ultimate
man at getting the KISS brand everywhere. They literally have licensed everything from KISS condoms
to caskets. It’s just amazing! When he was coming up with the logo, he said, “I want a logo that is
easy for people to scratch into their desk at school.”

Create your own internal language for the community to use.
For our community, we have Maverick Mondays™, which are random, crazy occurrences happening on
Mondays. We talk about creating Maverick Mayhem on the adventure days or
3X Retreats. We also have Maverick Multipliers™, which are about business breakthroughs.

By developing more and more of your own unique language, it starts to build a little bit of an “us
vs. them” type of distinction. You might remember the old Apple ads, “I’m Apple, I’m PC,” showing
two different types of people.

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You can create a common enemy in a way based on what you stand for and what you don’t. For example,
Mini Coopers against big SUVs. The guys from Tough Mudder are all about “marathons are boring,” and
so them being against regular marathons is how they originally started.

Community Decoder #3: Creeds
Creeds continue to solidify what your community is about. It can refine “who’s in; who’s out?” It
can be totally objective, or it can be subjective. We have objective and subjective criteria for
Maverick. It can be that if you bought something, then you are automatically in—like Jeep owners.

Your job is to attract and at the same time to repel by saying who this is not for. One way is to
create a compelling manifesto declaring your values. Lululemon has theirs all over the familiar red
and white bags, and it is deeply ingrained into the company ethos.

Another athletic clothing company that tackles the creed a little differently is Lorna Jane. With
just three words—move, nourish, believe—they set the stage for what they believe in. Lorna Jane is
an Australian brand just starting to make in-roads in the U.S. and other international expansion.
But when I talked to the manager at the Santa Monica location, she told me they outsold Nike by a
considerable margin Down Under. What I really love about the brand was the way they were looking at
blending retail and a live, in-person experience (Decoder #8). Each morning, customers can gather
up in the store for a chance to live and experience their values. (www.movenourishbelieve.com)

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How about a few more you might not have seen…
The Undeclared for Life Manifesto was developed by Emile Wapnick, who helps people with multiple
varied interests, declaring, “You’re a Puttypeep.” A Puttypeep is if you have multiple talents and
you never wanted to do only one thing. Now she has a name for it, and people identify with it.
(puttylike.com)

Or how about this—there’s a small non-profit called Shark Angels, which is a community about
saving sharks. And if you are part of this community, then their creed delivers what you are
expected to do, from actions like give sharks a chance, never consume shark products, get shark
smart, etc. http://sharkangels.org/get-involved/duties-angels

Community Decoder #4: Barriers and Hurdles
In one of my favorite books, Influence: The Psychology of Persuasion, Robert Cialdini mentions,
“Persons who go through a great deal of trouble or pain to attain something tend to value it more
highly than persons who attain the same thing with a minimum of effort.”

You can start using this to your advantage like other groups have figured out. Navy Seals are
probably one of the toughest groups in the world to get into. And not surprisingly, these guys also
have one of the tightest cohesive bonds in the world because they are such a tight group. Marines,
Special Forces, Green Beret, etc., they all fit this mold because they are such elite groups.

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Being exclusive, like the TED conference, with a really hard ticket to get can develop high-level
ties. But it doesn’t have to be about pricing. You can also set up free communities and keep the
hurdles based on another criteria.

Fiskers is a 200-plus-year-old scissor and crafting company. They have developed a community of
people who are deep into scrapbooking and crafts. They call them “Fiskateers,” and they act as
ambassadors in the crafting world, regardless of whose supplies they mention. (Fiskateers.com)

Community Decoder #5: Insider Disclosure
I believe in showcasing the good, the bad, and the ugly to really connect with your audience. On my
blogs, you might see stories about when I first met my business hero, Sir Richard Branson, my kids,
my proudest business accomplishments, etc.

And you’ll also see me dressing up in a chicken suit to go skydiving, watch videos of me running
over orange safety cones while F1 racing, and even the story of me falling out of my attic. (Yes,
true story.)

You get the whole picture and not just the parts that make me look good. In today’s world, you need
to remove the spin on everything to only make you look good.

Part of this is being an “insider.”
You can give your customers this advantage in different ways, and Johnny Cupcakes understands
this quite well. They’ve built their business on limited edition t-shirts, accessories, and
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apparel. Johnny Cupcakes has been approached numerous times by bigger retailers to have their
designs in the stores—but so far they’ve said no. I believe that’s one of the biggest reasons they
remain authentic to who they are and who their customers are. Many cult brands cater to outliers,
and their customers appreciate the fact they know about them and not just “everybody” can
have/wear/own what they do.

You can reward your customers for being customers and make them feel like insiders too with special
sales, opportunities, and announcements only for them. Despair.com does this with their annual
BLACKOUT sale. They let customers know that anyone visiting the site that is not a customer with
insider access will not be able to get into the site at all. There’s special sale pricing—but only
for insiders.

Community Decoder #6: Rituals
If you’re a Red Wings hockey fan, you know they chuck out an octopus on the ice as a long-standing
tradition during the playoffs.

And from the other side of the world, the All Blacks rugby teams from New Zealand have a
dance the fans love called the haka that they do before the game. Essentially, it’s based on
a Mäori war dance. It’s a pretty badass ritual if ever you see a
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video of this. (On my Life list is to dance the haka with the All
Blacks, so if you can make it happen, let me know.)
Have you ever heard of or seen the “Jeep wave”? I borrowed my buddy’s wrangler and he told me
specifically, “When you take the car out, you have to wave.” I said, “I don’t get it.” “It’s the
Jeep wave, and you have to do it.” And the cooler the Jeep is, the more you get the wave going on.
It’s serious stuff with Jeep
forums that even talk about the rules of the Jeep wave.
When new Mavericks members join, we have a specific ritual that may or may not involve industrial
strength plastic wrap.

Think about the rituals you can incorporate with your community.
Community Decoder #7: Artifacts
Artifacts are tangible pieces that identify somebody as part of a community.

The Livestrong yellow bracelets are one of the most popular artifacts, with bracelets everywhere.
People identified with this idea of living strong and standing up to cancer in some way.

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Maverick members sometimes get equipped with green mustaches when we go out. These moustaches get
more attention than almost anything else we’ve ever done. They’re silly and a bit goofy—a little
bit like me.

The charity Falling Whistles has done a great job of creating an artifact that ties
directly into their mission. They sell necklaces that have whistles on them and that
practically force conversations from others. The whistles are reminders of the children involved
in the war in the Congo that are too small to hold guns but would have a whistle to alert
their side to the enemy coming. www.fallingwhistles.com/ store/

Another notion of artifacts is how do community members
earn them? Your Harley leather jacket is more valuable in the group with patches from different
rides and places.

Our hog riders might not want to hear this, but their jackets aren’t all that dissimilar from the
Boy Scouts or Girl Scouts merit badges.

There’s not that much new here; it’s just how you apply it.

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You can keep it fun like one community of ladies called “Sisters on the Fly.” This group of women
will take Airstream trailers out on adventures across the country. They’ve also created their own
merit badges, but instead of the traditional ones, they have ones with more personality, like the
martini badge, the peeing outside badge, and even the nymph badge!

What other artifacts could someone earn?
Even a simple t-shirt holds rank in a community if they had to put effort in to receive it. There
was a fitness program called Insanity on a lot of infomercials, and the only way you got a t-shirt
was if you went through the entire program and showed the results. (Don’t miss the fact that this
is also a great way of gathering testimonials and customer success stories.)

For Maverick members, we have a highly coveted green Speedo.

Seriously.
The history of the Maverick Speedo is totally organic and random, which I think is the best thing
sometimes. There was a husband and wife who
owned a swim shop, and they came to one of my events with a green Speedo as a present. It had my
initials embroidered on it and then proudly proclaimed “Maverick” on the backside. “Thank you” was
all I could muster but didn’t think I’d wear it.

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It’s tough to rock a Speedo; you either have to be really out of shape or in amazing shape. I don’t
know if there’s an in between. I thought I’d randomly pack it for the trip and see what happened.

The Maverick adventure was a racing event to break 200 mph driving super exotics on an airstrip we
rented. Now, you couldn’t go all the way up the runway; you had to make a turn at 75 to 80 miles an
hour and then get on the other side and try to get to 200. It sounds exciting, but it’s not quite
as cool as it sounds. When you get to about 170 mph, all you’re really doing is hoping that you
don’t run out of runway before you go off into the Everglades there.

I decided I’d be funny and wear my Speedo underneath my gear. Not the best idea. Trust me, it’s
pretty uncomfortable having a Speedo instead of underwear.

After training with the cars all day, everyone got three chances to break the 200 mph speed
barrier. The first two times I didn’t do it, and so I loudly told everyone, “I need to get more
aerodynamic.” That’s when I literally stripped off all my clothes down to my Speedo. I put my
racing helmet back on and slipped into my car. The pro driver in the passenger seat did a serious
double-take and asked, “What is wrong with you?”

This time I hit 200 mph, so now it has become part of our legend and lore. And you can’t buy it—you
must earn it for lifetime service. Members proudly wear it, and they come out at random times.
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Community Decoder #8: Bigger Mission
This piece will loop back into culture too.
As humans, we’re wired to want to be part of something even bigger than what we usually experience
in our day-to-day lives. It’s just natural human behavior. In Dan Pink’s great book, Drive, he
talks about how people are driven by three things: autonomy, mastery, and purpose. When you provide
purpose for them, it serves a bigger mission. At the same time, customers are driven by the fact
that they’re part of something bigger too. It gets everybody involved and excited to be driving
towards a bigger purpose.

When John F. Kennedy declared, “We choose to go to the moon,”
that inspired the whole nation to say that’s where we’re going.
One of my friends, Tim Schmidt, founded the U.S. Concealed Carry Association. He’s used a mission
to help rally his members. “We’re on a mission. I need your help to make it happen. My mission is
to teach 1 million people, equip 250,000 members, stop 5,000 crimes, and save 250 lives.” That’s a
powerful scorecard for him to use with his members and team as a way of them stepping up for
something big.

Two Degrees Food has a global mission to help feed 200,000,000 children. Big. Provide your
customers and community with something big that they can strive for together.
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Community Decoder #9: Exceptional Experiences
I think experiences more than anything else really bond a community together. There’s nothing
better, and people are hungry for in-person connections. Plus, the more exceptional or intense the
experience, the tighter that bond is going to be. People are craving that, and no matter how many
“friends” you have on Facebook, it’s not the same.

Jeep has been really smart with their popular Jeep Jamboree. They do them in multiple locations,
and you simply show up there for a true experience with cool things to do with fellow Jeep
enthusiasts.

Festivals have been getting bigger and bigger. Vans ended up taking over the Warped Tour because
they knew that was their demographic, and it was their best way of intimately reaching that
segment. Locally, around me, there’s the Sweet Life Festival, which is put on by a food company
that believes in truly creating a community.

And, of course, this is what we do in Maverick. We create a bit of “Maverick Mayhem.” We have
zombie bar crawls on random Monday nights. We have business sessions in really crazy places. We
take members via snowmobile to dinner on a secluded peak in the mountains. Members love it.

And if you want to up the experiences even more, add elements of surprise and mystery to make it
even more fun and exciting.

I just found something the other day called Surprise Cinema, which has been blowing up in Eastern
Europe. People don’t
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know what movie they are going to see, and they just show up and see the movie.

Add more fun to what you’re doing, and then make sure you really love your community.

A great example is Keith Urban, country music star. He has a club called the Keith Urban 100
Club of super fans who have been to 100 of his concerts. That’s freaking crazy!

I know fans used to follow the Dead like that, and I bet there are definitely people who hit
100 concerts, but 100 Keith Urban concerts? Keith flew all of them out to Chicago on
his dime and gave them special gear (artifacts). Do you think that these people loved him even more
now? Of course. And he got a ton of publicity in the country music world for that.

Measuring your Community Score
One of the best measurement tools is called the “Net Promoter Score” (NPS). It essentially boils
down to just one question you ask your customers: “How likely is it that you would recommend our
company/product/service to a friend or colleague?”

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Then the scoring is based on a 0–10 scale. People that respond with a score of 9 or 10 give you +1
are your promoters, and detractors are those that respond with a score of 0 to 6, giving you a -1.
Then scores of 7 or 8 are passive and count as 0. NPS is calculated by subtracting the percentage
of customers that are detractors from the percentage of customers that are promoters. Harvard
Business Review has called it the “One Number You Need to Grow.” The first time we scored Maverick
members, we had a +73, which was world class on par with Google and Apple. And then after actively
adding even more of these Community elements, our score was +91. This is totally off the charts!

GoRuck Brand Fanatics Case Study

Let’s put all these elements together with a pretty new brand that has been blowing up and really
doing this right. At a recent Maverick event, we had the founder of GoRuck, Jason McCarthy, come in
to present on what he’s been able to build. I was really intrigued by their model after seeing this
quote in Bloomberg Business:

“McCarthy is simultaneously building a brand and a legion of rabid, if exhausted, brand fanatics.”

So let’s break this down.

Origin Story: 9/11 happened. Jason wanted to do something for his country. He enrolled into the
Army and went into the special services as a Green Beret. After leaving the service, he realized
from his experience that there wasn’t a great rucksack out there. He just wanted to sell great bags
made in the U.S. (This is a key part because he aligned with, in his words, the biggest brand he
could, which was America.)
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Then the origin story continued with the Tough Mudder. He talked to the organizers and had a bunch
of Green Beret buddies get over there to show how tough the bags were. They decided to put bricks
inside the rucksack and do the Tough Mudder. It was mostly an excuse for them to go hang out and
drink beer.

He still wasn’t selling many bags but realized the experience was the thing. So often our true
success lies perpendicular to where we think it is. It’s just like Twitter taking one tiny aspect
of their previous software and turning it into something big. GoRuck correctly recognized it was
about creating experiences.

Language: If you do one of their events, you’re part of the class number, and your Cadre is
actually an ex-Green Beret guy who comes in and trains you. There are different names for the
different challenges and events.

Creed: This is something Jason calls “Good Living.” GoRuck’s mission statement, “Challenge
excellence and do right by people,” has turned into this: “It’s about what we love, people, USA
manufacturing, the military, local pride, dogs, and the finer things in life like beer.”

Hurdles: People can relate to that and get behind that, but he’s built this incredible deal:
Barriers and Hurdles. These GoRuck challenges are tough; it’s like 12 hours of extreme challenges.
The whole deal is you have to finish as a team, and you’ve got to support the team. It’s not a
race; it’s just the team creating these cohesive units. That’s why you’re the class of XX.

Inside Access: On their blog, Jason also has complete transparency on sales and metrics. He will
show stats from their
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explosive growth, and that’s exactly what happens when you have a great community. He’ll also share
the truth about their goofs and pitfalls.

Rituals: They have something called the “Welcome Party,” which is straight out of his Green Beret
training. In fact, Jason took a lot of this stuff about creating cohesive units from his service.
The Welcome Party is a bunch of push-ups, flutter kicks, army carries, and high-stepping formation
marching. All good stuff, but now add 40 lbs. of bricks in your backpack.

For Mavericks, our Welcome Party started at midnight. Yep, we actually did a GoRuck challenge in
the streets of DC, trekking through the mall with nobody else around. It was really something else
and ended with a well-deserved beer directly across from the White House at 8 a.m. before receiving
our earned artifact.

Artifacts: You cannot get a GoRuck patch any other way except by completing your mission. It is not
for sale. As they say on the site, it takes inspiration from first special services forces
spearhead. What’s more, they’ve created ascension because there are additional advanced challenges
you can participate in. Now that’s an advanced strategy of showing your customers what to do or
where to go next.

Bigger Mission: Jason and GoRuck are all about the Green Beret Foundation, which serves Green
Berets and their families, to date raising over $450,000. You better believe that community loves
the fact that they do that. They tell you right up front how much money from each event or purchase
goes into the Foundation. Exceptional Experiences: GoRuck lives this. You can pretty much sign up
for something happening all around you. Now, the
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proof is they’ve only been around a very, very short time; they’ve got tens of thousands of likes
already, but even more important are the types of comments they get on social media.

“I was so glad I came into contact with your brand, I mean, our brand.” When you can get that kind
of ownership, you win.

GoRuck has truly turned this brand selling into so much more than a bag. The interesting thing is
you need a rucksack to do the challenges. Now, it doesn’t have to be one of theirs, but you better
believe they sell a whole lot of them because selling the bags isn’t even the main focus.

Go out and use these same Community Decoder pieces to build an amazing community as a key part of
your Evolved Enterprise™ and a set-up for the final piece….

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CULTURE
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Chapter Ten:
Why Culture is Critical

If you had shown me this chapter a few years ago, I probably would have laughed. I previously
thought company culture was a waste of resources—today I know that’s absolutely wrong!

With exactly five minutes left of an off-site kick-off for Maverick, I remember even asking our
team, “What kind of culture do you want?” Ha. That’s how much of my mindshare it used to receive
but not anymore.
I’ve come a far way in realizing the importance of culture. Perhaps what really baffled me was that
culture is something you
can’t always put your finger on. It’s not totally tangible, and you
don’t necessarily see it on your P&L. Whether it’s implicit or explicit, there’s always a culture
in any organization.

I’ve been fortunate now to have been friends with and had meaningful conversations with all sorts
of individuals I really admire for the way they’ve created an exceptional culture in their
companies. And they’ve had a profound influence on my thoughts here.

I believe it’s now a law that you cannot have a business book that mentions culture without
including Tony Hsieh and Zappos. I kid. I kid. Fact is, I’m truly inspired by his vision and how
he’s been able to build Zappos up to $1B+ in sales before selling to Amazon. Actually, I was just
in Vegas recently checking out Tony’s new Airstream park community living project that’s one tiny
piece of his Downtown Project.

Tony spoke at our Underground® seminar for two years in a row as a keynote, and throughout his
presentation, he harped on
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delivering WOW! He said culture is your #1 priority—so much so that Zappos spends four weeks
training new team members and even offers them $4,000 now to leave instead of staying. That’s a big
deal. They do so much with culture it’s hard to even put it all into one spot.

Tony would tell me and other Mavericks that you must be willing to not just hire for core values
but actually fire for them too. That means they need to be meaningful and not just something that
looks good on a plaque inside your office. For instance, one of Zappos’ 10 core values is “Be
Humble.” One sneaky test was to ask the shuttle driver how a prospective employee treated them on
the ride in from the airport. And if it wasn’t respectfully, they wouldn’t get offered a job, no
matter how much of a superstar they might seem to be.

Learning from Tony and Zappos, we evolved our core values into this:

Maverick DNA Core Values

Multipliers
Creative focus on finding leverage points for the critically few “little hinges that swing big
doors” to accelerate exponential results and value.

Astonishment Architecture™
For any product category or service, there is an expected level of satisfaction and value by the
end user. Our job is to astonish at each point of contact or interaction. But wait, there’s
more…this is a driving goal of creating surprise, delight, and astonishment beyond expectations.
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Vision for a Bigger Future
Individually and collectively growing, learning, and getting smarter…then spreading that knowledge
further among the Maverick community

Extraordinary
Banish the ordinary—why have an ordinary life or create an ordinary business? You get to make the
rules, decide what really matters, and determine how you keep score.

Re-Imagine, Re-Invent & Re-Create
Consistently and continually disrupting, differentiating, and innovating.

Impact
Maverick is not just a pebble thrown in a pond but a boulder. We’re the catalyst for massive impact
with our philanthropic innovation, entrepreneurship giving forward initiatives, and scholarships.

Connect, Catalyze & Co-Create
Instigating the spark, inspiration & connection for bold 21st century entrepreneurs. And
co-creating something with infinitely more value and sharing in the greater rewards with everyone
at the table.

Kiss Kiss, Bang Bang
A little bit quirky, a little bit rock n’ roll—not taking ourselves too seriously but still being
really (okay, mostly) cool even in green Speedos or an Elvis wig.

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It’s a nice acronym out of the word MAVERICK to make learning and applying the core values
something we could all remember and apply. Now we’ve also incorporated this into our membership
ritual and intentionally into other places so that it gets more integrated.

Developing your core values is something that’s essential to a strong culture, and it’s incredibly
important that you can actually live them. Don’t make them what you think they should be—but what
your company really is.

Since realizing the importance of culture, I have loved visiting great companies to see what
they’re doing so we can model bits and pieces of what’s working. This past summer, Maverick members
visited Motley Fool, ranked the #1 best medium-sized business in America to work for as rated by
Glassdoor.

Motley Fool is heavily committed to their own internal team of “fools,” and being ranked the #1
business by Glassdoor is pretty significant. That’s because the list is compiled solely on the
input of employees anonymously reviewing their workplace. The benefits are remarkable for “fools”
(employees)— everything from unlimited vacations, healthy food, education, fun experiences, and
even $1,000 in their own account to invest in a Fool-recommended stock upon being hired.

One of the more interesting company benefits we saw firsthand was their “Fool’s Errand.” They had a
big board with pictures from past winners and where they’ve gone. From their internal blog
(http://culture.fool.com/category/vacation-policies/):

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The Fool’s Errand is a special prize—two weeks off and
$1,000. So what are the rules? The chosen Fool must leave immediately and have no contact with the
office, with the money only available if these guidelines are followed. The generous gift of $1,000
can be used for anything—plane tickets, hotel rooms, skydiving lessons…you name it! Past winners
have visited Northern California wineries; Captiva Island, Florida; snowy Vermont; and even the
Dominican Republic. Some Fools have simply enjoyed a staycation, but no matter where they go,
winners are always encouraged to spend a few hours on our company’s purpose—to help the world
invest better. Winners have rebalanced their 401k, managed an educational savings account, or
chatted with a parent about retirement preparation.

Obviously, the Fool’s Errand fulfills our core value of Fun, but it also fulfills two business
purposes. First, even with an unlimited vacation policy, some Fools find it hard to fully
disconnect from the office. We want to encourage our employees to take the occasional break.
Second, it’s important for any company to be prepared for an employee’s sudden, unexpected absence
(illnesses and family emergencies happen). By knowing that we can cover for a Fool who needs to
take time off with short notice, we know there are no gaps in our workflow.

If your company would like to try a similar program, you can start small. Maybe offer a random
employee a day off as a reward for great work. Show your employees that time off is important—and
they’ll return with fresh ideas and greater motivation.

Regardless if you set an intentional culture or not, there’s always a culture within your company.

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Your employees could be showing up just for their paycheck at the lowest level of engagement or at
the highest level because they truly believe they’re playing a part in something bigger.

And what if your goal as the leader was to help everyone on your team become the fullest expression
of themselves? Same as your personal evolution, right? Your company can be the container and
catalyst for growth, learning, and complete expression of their gifts and talents. Not everyone is
wired to do their own thing, but when you can give your team a “sandbox” to build their dreams,
they win and you win.

On our team, we start with strengths testing and then, through some trial and error, help members
experiment and move into the roles best suited for them—hopefully ones they’re totally charged up
about—and it makes a big difference.

I’m really proud of this note I got from a Maverick Team Green member just the other day:

“I just want to say thank you for listening to my ideas and giving me the space to grow them. I
have never experienced this type of freedom in my job and cannot even begin to express how much it
means to me. I am very passionate about working towards positive change in our world. There is
nothing I aspire to more than to be in a place where I can really help people. So once again, thank
you for giving me the opportunity to realize my dreams. I love Maverick—the team and the members.”
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Growth from Culture
Rich Teerlink, former CEO of Harley Davidson, has said, “People are your only sustainable
competitive advantage.” And that’s the exact same quote my friend John Ratliff has told a small
group of different high-level business owners repeatedly over the five years he’s been part of our
trips together to Necker Island. The funny thing is John had never seen Rich say this or even knows
about this quote. Great minds truly do think alike.

My buddy John founded Appletree Answers in 1995 from his two- bedroom apartment and grew it through
a number of acquisitions to 24 locations and 650 employees before selling it in 2012. I’ve never
seen anyone at the ground level so passionate about making the lives of his employees better and
living/breathing the culture.

It showed up in the company’s growth and in a reduction of employee turnover from the average of
100% to just 18% between 2008 and 2012 by using a key initiative called “Dream On.” Think of this
as Make-A-Wish but for employees.

I remember John literally crying as he shared the story with us of a team member who wanted to have
her husband, who was suffering through cancer, to get a VIP treatment to see a Philadelphia Eagles
football game. Well, John’s team at Appletree did one better. Through connections they had, they
were able to set up a meeting with the husband’s favorite Eagles player for autographs and pics. It
was magical.

Appletree is the best I’ve seen at taking a commodity-like business and integrating a culture of
caring. The company actually won the “We Love Our Workplace” video contest, run
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by the prestigious Great Place to Work Institute, in 2012. And all of this translated into getting
11x what most other companies in this industry receive as a valuation.

The Giving Experiment
Giving away money to cause partners to raise employee performance might sound counterintuitive, but
Listen Up Español, headed up by two of our Maverick1000 members, proves this works. Strategic
giving when done with intention can provide a significant ROI for everyone.

From 2008 to 2011 Listen Up Español experienced a 123% growth rate and currently generates around
$14 million in revenue per year. In late 2011 Listen Up Español tested and successfully
demonstrated that charitable gifts can be used to motivate employee performance. Here’s how
President Tony Ricciardi describes what they did in an email to me:

Two of our core values are Going Beyond Ourselves and Growing Braincells. Our original goal was to
figure a way to increase our 3rd party upsells of free trial membership after we close the sale
that the person was calling in on. We thought that if we tied a charity aligned with our core
passions it would motivate the agents to have a higher pitch rate and conversion of these offers,
which sometimes make the calls unusually long. Our thought was if we tie the sale of these programs
to a charity outside just commission, then the agents are offering it to support something bigger
than just a commission.

I do not know the exact lift in sales conversions to these programs
[it was 17%], but it was a positive impact to the “Happiness
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Factor” in the call center and gave agents and the staff something of greater importance to talk
about other than our Call Center KPIs.

The Charity give I think has to be big enough to get the call center rallied around. The company
sponsored international school builds, where we would send 10 people to do it and we would have it
video documented to share with the entire company at the annual Christmas party. (We recognized not
everyone can go on a school build trip; however, everyone had a hand in making it possible, and we
wanted them to see what they helped us achieve.) We also support a school in Chicago outside the
school build—the school population in Chicago is about 2,000 kids,
98% 1st and 2nd generation Mexican Americans. We partner with Buildon.org to manage an after school
program where it allows the kids to work on community service programs. We have found that when
kids are in a less than desirable atmosphere and are put in situations to help people less
fortunate than them, it empowers them to do more and ignites a fire of confidence. So we see higher
attendance, graduation, and college advancement with the kids enrolled in this program.

We document this program every year as well and share it with the center—this ties in with the
affinity of Mexicans helping Mexican Americans break the cycle of trying to enculturate into the
U.S. economy.

Tying the vision of acting on your passions and sharing the results back to your workforce is a
feel good of Listen Up Español. We are one of the lucky companies that have reaped the benefit in
creating it and experiencing it.
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Lastly, our clients like to hear the story of what we are doing along with our partners. It says
something about who we are, and it is a great story other than what we do day in and day out—it
makes us different and interesting. (Sort of like being a Maverick.)

Notice that the charity aligns with their core values while at the same time getting both the
employees and the customers involved. The upsell gets customers to buy more frequently with revenue
from this product donated to charity. Working with buildOn, the charity ties in directly with
Listen Up Español’s core values. As Tony has been quoted before, “Most companies miss this point.
The key is the connection—the company has to connect the charity give to the personal or company
passions.”

CEO Craig Handley has the vision for something even greater. He said the team set “a goal to give a
billion dollars to charity. We knew we had to be creative in how we did it, and we wanted
charitable giving to work for us.”

How Core Values Dictate Decisions and New Ideas
Craig is one of the most big-hearted and creative people I know. He had a brainstorm one day of
giving away a car after being inspired by Zappos’ culture on a field trip we took together. The
deal was they would give away a new car every other month to the best-performing sales agents.
Sounds like a good idea, right?

After a year (six cars given away), they sent out a survey to ask employees about the cleanliness,
the temperature in the building, the security, the lighting, the management, the pay, the
incentives, the likelihood that they’d leave if another company offered
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them more money, etc. The survey across the board showed an improvement in all areas just because
of a focus on core values. You would think this is a great idea, but it didn’t fully line up with
the company’s core values.

When Listen Up Español created their core values with their team, one of them was “United as One.”
And team members shared their concern that winning a car was great, but it was only great for one
person. Plus, the majority of the team, including the top performers, didn’t feel it fully lined up
around another core value of “living life like an extreme sport.” With this new feedback (based on
core values), they stopped giving away the car and provided a broader selection of incentives to
get as many employees as possible to benefit.

Another benefit of living your culture and core values is that they are used as the touchstone for
what should be done, not some arbitrary notion of “do what I say.” And anyone on the team can call
anyone else out, including the CEO, by using the core values as their measuring stick.

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Chapter Eleven:
Culture Regardless
by Joe Mechlinski, Founder Entrequest a
nd co-founder Maverick Local


I asked my friend and Maverick Local co-founder, Joe Mechlinski, to give us his take on culture.
He’s one of the best in the world at working with mission driven companies to help them create a
culture that creates a competitive advantage.

It’s time to get honest. If you put profits over people, your business will fail. If you think that
a good business culture just happens, you are wrong. If you believe that your products or services
are so phenomenal that your work environment doesn’t matter, you might as well throw in the towel
now.

If you view developing a successful culture and growing talent as anything but top priorities, you
should reconsider, because in this world now, culture is everything.

Organizations have always had a culture, although ensuring that it is a positive and productive one
hasn’t always been a focus. Historically, profits and egos were the most important driving factors
behind a company, and opinions didn’t count unless they were from the head honchos. Fortunately,
business has evolved—thanks to civil rights groups, women’s rights pioneers, and the millennials.

Yes, the millennials—people who were born from 1981 to 1996. They have completely changed the
business environment because culture is the only thing this generation cares about. That’s why
companies like Zappos and Google (which employ lots of millennials) constantly make headlines for
setting the bar, blazing the trail, and truly elevating the idea that culture is THE priority, not
just a priority.

So what have we learned from history and from our millennials? CULTURE TRUMPS EVERYTHING. It’s the
leading indicator of leading indicators. The old idea that success drives your culture is a thought
of the past. The highest-performing companies now know that culture drives success. Why have so
many companies been slow to catch on?

The answer is because what’s behind culture is people. Unless you have a Ph.D. in organizational
behavior, psychology, or
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neuroscience, you probably aren’t sure how to influence, motivate, and inspire the most complex
being on the planet— the human.

Let’s face it—we humans fail at influencing, motivating, and inspiring other humans because we are
human too. Even the people we are supposed to look up to are inefficient and broken. And we
struggle with things like change, commitment, and honoring our character.

We Don’t Handle CHANGE All That Well…

The world has changed a lot and faster than we can handle— including the way we think, the way we
communicate, and what we know about people. Our attention spans have dropped from
20 minutes to 9 seconds—shorter than a goldfish! We once thought the three Cs—compliance, control,
and compensation— were the best way to lead people, when in fact there is hard science to back up
the premise that we should focus on the three Ps—purpose, passion, and performance. Dan Pink does a
great job of explaining this—what he calls Motivation 3.0—in his book Drive.

According to retired Harvard Business School professor and leadership expert Dr. John Kotter, 70%
of major efforts to create change in organizations fail. This is true and insane.

We Suck at COMMITMENT…

When something is broken, we replace it rather than work to make it better. This is evident in
marriage divorce rates, employee turnover, technology upgrades, car trade-ins—pretty much
everything we get our hands on. We have stopped sticking with things, instead favoring replacement
over commitment. As

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a society, we are no longer committed to seeing things through, putting in the hard work to make
something last, or figuring out how to fix something. In fact, we can‘t even keep promises to
ourselves. This cultural shift causes major problems in business.

We Have Become COMPLACENT…

As a human race, we are settling. A staggering 70% of the American workforce is not engaged in (or
is actively disengaged from) their work, according to Gallup’s 2013 “State of the American
Workplace” report. Of those seventy percent, 50% are sleepwalking through their jobs, and 20% are
miserable. This is a major cultural challenge. We are so complacent that instead of leaving a poor
job for something more meaningful, we stay. Don’t confuse this behavior with commitment. If we were
committed, we would be trying to make things better. No,
70% of the American workforce isn’t doing that. They’re staying put, settling, and letting their
lives pass them by, not out of commitment but out of complacency.

Our CHARACTER Is in Question…

Societal character creates a huge problem for our business environment. Everybody gripes about the
government, with good reason—it’s a mess. But the real problem is that the vast majority of people
are completely ignorant about politics and government. They have no idea how a bill is passed, how
the electoral college works, or what the Supreme Court’s purpose actually is. Yet despite a lack of
actual knowledge, there are no shortages of opinions, complaints, or heckles from the peanut
gallery.

To make matters worse, the minority that do understand politics have stopped listening or
learning and no longer work

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toward, or even look for, progress. The very few that are actively engaged in the political
landscape don’t think about long-term consequences or big-picture repercussions and, as a result,
keep voting in the same ineffective people and plugging the same unproductive party lines. And
employees carry this attitude into their workplaces, preferring to remain ignorant of the impact of
their actions and choices on the business as a whole or its long-term goals.

Change Depends on Each of Us

We must start paying attention and commit to learning and knowledge. Studies have been conducted on
how people absorb news, and they’ve shown that people tend to avoid sources that don’t agree with
their opinions. Rather, they watch the shows and listen to the programming that merely repeats and
reinforces what they already think is right or wrong.

We have every kind of information available to us, but we don’t take the time to develop diverse
interests or opinions. For example, we get stuck reading the same kind of books over and over;
those who like leadership might read a lot of books about it but don’t read history, even though it
provides vital context to the effectiveness or failure of leadership.

To have an awake and engaged culture, we must learn about all different aspects of life and be able
to come up with our own ideas based on knowledge and comprehension. To change or develop a business
culture, each member of the organization needs to be encouraged to wake up and pay attention to all
the information that is relevant to the company’s success whether they agree with it or not. And
leaders need to be mindful of the opinions of their employees when they are based on knowledge or
experience.

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Culture Is a Mirror

Here’s the underlying principle why our government is such a mess:

Politics is the mirror of a society’s culture.
Our current culture is one of entitlement and lack of responsibility. So why would politics be any
different? If our culture values money over health and protection of natural resources, for
example, then why would we care what corporations do as long as shareholders are getting dividends?
If we are a culture of replacement rather than commitment, why should politicians care about the
long-term impact of their decisions more than their chances of getting re-elected in the short
term? The answer is, unfortunately, we don’t care, and neither do they.

The real heart of the matter is this:

Culture is a mirror of the people in it.
There’s no secret that society makes us behave the way we do. We seem to have the notion that
cultural change can only come from people in power, the people at the top, but it’s not true.
Actually, while there is some truth that it starts and ends at the top, really, change is in the
hands of every person. Our current culture is the direct result of “We the People” buying into
whatever is easiest.

Most of the people who run the government are in their positions because the people voted them
there. We aren’t happy with them, yet only half of the country actually votes. Just think how
powerful the voice of the people would be if we all got serious about creating the government we
want and acted accordingly. It’s the behavior of the people in a culture that sets the cultural
norms. It wouldn’t matter what the government said if individuals held themselves to a higher
standard and acted on their convictions from a place of knowledge and compassion.
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So how do we build a world-class culture in our businesses in light of these challenges? We have to
start with honesty and truth from each one of us—every individual from the top down. It is then, as
a collective of individuals sharing a common environment, that we create the culture we live and
work in.

Creating Culture in Business

Your business has a culture. And its culture will drive growth and determine success or failure. If
your company isn’t doing well, you could easily blame the economy or even the government, but
that’s not going to get you anywhere.

Just as the way you live your life reflects your personal culture, the way you run your business
creates its culture. That culture determines whether your business thrives or dies. It really is
that fundamental.
You probably have a great product, but so do your competitors. If you are in a service industry,
you may be the best there is in your niche. But before long, some young genius is going to come
along with a newer and better way to do things—so if you want to stay in the game, you’ve got to
develop the right culture in your business.

A company’s culture is driven by the experiences of the people who work there. And their
experiences are often driven by the management style of the organization. A lot of managers
believe that they understand what motivates people and base their actions on their own life
experiences rather than on what the latest neuroscience says about how the brain works. Even though
most people in leadership positions didn’t major in history, philosophy, neuroscience, or
psychology, they hold on to their belief in the effectiveness of the old-school philosophy of
“command, control, and compensation” despite proof that it doesn’t work.
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This approach is not reasonable, rational, or even relevant to the times. To build a world-class
culture, you need to step into the 21st-century paradigm and accept that times have changed!

The 4 Rs of Creating World-Class Culture

Today, developing a successful culture in your company as well as your life requires implementing
the 4 Rs:

• Get Real
• Be Respectful
• Create Results
• Stay Relevant

These four tenets form the foundation of a successful business. Here’s a deeper look into each of
them.

1. Get Real

A successful business culture is based foremost on honesty. You have to get honest with your
customers as well as your team. The Extraordinary Leader, a book by James Kouzes and Barry Z.
Posner, cites a study that found 89% of research participants identified honesty among the most
important attributes of a leader. Sometimes the truth hurts, but its pain is what creates growth
and allows progress.

We love people like Howard Stern and Simon Cowell, not because we agree with them but because they
say what they think, and we respect their opinions. Most people that don’t like them are looking
for their agreement. You don’t have to love what Simon Cowell says, but you have to appreciate that
when he’s saying it, he doesn’t have an agenda. He’s just saying what he thinks.
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But it’s not about agreeing with everything someone says. It’s about acceptance, acknowledgement,
and appreciation of their views. We need more books written and movies made on the power of
honesty. It’s hard work being honest. Sometimes you have to own up to pretty embarrassing things,
and a lot of the time you have to share aspects about yourself that you’d rather not, but facing
the truth is part of being successful.

This impacts how you conduct and manage your business too. To have an accurate view of your
company, the old system of managers being evaluated by only their peers needs to give way to a new
process that includes reviews from those they lead as well as the customers they serve. If you want
to truly learn what your employees’ experiences are like in your company, have them evaluate their
managers and your own leadership.

In your business, just like anything else in life, it takes hard work and honesty to get where you
want to go. Credibility is everything in business. It’s about having integrity and truly backing up
what you say. On the other hand, “Radical Honesty” is an idea that has created quite a bit of
fodder for sitcoms, but “just being honest” doesn’t give you an exemption from the consequences of
your words—which leads us to the next R.

2. Be Respectful

If you treat someone like a child, they will act like it. Most of us were taught leadership from
the perspective of a parent–child relationship. The parent tells the child what to do when, is in
control, and is the boss. Respect, on the other hand, emerges in adult-to-adult relationships and
requires trust, transparency, and mutual understanding in addition to honesty. It’s a two-way
street that must be co-created.
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Aside from its place within the realm of common courtesy, if respect isn’t shown to your employees,
you’re going to lose them. They have options, and when it comes to business, they will vote with
their feet and will be out the door if you treat them badly or disrespect them.

To be respectful, you need to extend grace. How do you reconcile honesty with grace? How do
you tell an unpleasant truth without being a jerk? The answer is that it requires knowledge,
compassion, and practice. It’s challenging, but it’s also a necessary part of the work of building
a successful business.

You are not Simon Cowell or Howard Stern. Your team did not sign up for an environment where honest
feedback becomes a contest in which public crucifixion is part of the game. In the workplace (and
elsewhere), you should always consider that people will do what they see you do. If you want people
to treat you with respect and treat your customers with respect, then that’s how you treat them.
Remember the saying “Treat your employees like clients and clients like employees.”

3. Create Results

Talk is cheap. At the end of the day, our efforts are measured by our results. Looking at what
we’ve accomplished provides the ultimate guidepost to tell us whether we are on or off track.

From a business standpoint, you have to produce an environment that positively reflects and fosters
the culture you embrace. Success is about making real progress against your goals. Sometimes
success can be achieved by merely going through the motions or maintaining a well-oiled machine,
but more often, creating results requires rising to the occasion. You have to take an honest look
around your organization and take action to get the result you need.

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In society today, corporate success is no longer only about hitting business sales goals. Employees
now want their work to be meaningful. USA Today regularly conducts polls, and one of the questions
they like to ask is why people leave a company they work for. The number one or two answer most
often is that they leave because of a poor relationship with their boss, but the number three or
four answer is that they aren’t making meaningful progress.

Statistics show that we are not as content with a job that just grinds along for 40 hours a week to
get a paycheck. We want to do something important, something real. And we want to be on a winning
team. When people go to work and feel like they’ve accomplished something good, not only do they
feel good but they are more likely to stick around and be successful.

4. Stay Relevant

No matter how amazing you or your business are, you have to have a culture that emphasizes being
relevant. This requires staying up to date in your field and paying attention to what’s trending
and what’s most important.

The two questions you should constantly ask yourself are:

• What really matters?
• What’s most important?

You’ve got to create a culture where you always look at where you are and where you want to go.
Then you use your knowledge of what’s relevant and what’s important to determine how you’re going
to get there.

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To be successful, stay relevant to your customers and your employees. Pay attention to the latest
innovations and new best practices in your field, and always be on the lookout for new ideas. That
doesn’t mean you should steal every new idea that comes along; rather, pay attention to what others
are doing in your field, and consider how you could do better.

Cultural Change Takes Work, but the Payoff Is Worth It

Despite the bad economy of recent years, many small businesses have grown into large businesses. A
handful, like TOMS Shoes and Motley Fool and tech companies like Facebook and Google, have grown to
levels that were unforeseeable when they were founded. If we look inside businesses like these that
are thriving, we see that they have developed outstanding corporate cultures.

Culture doesn’t change overnight. It starts with people making small changes, and the effects add
up over time. In the end, your ability to build a world-class culture in an evolved enterprise is
like developing six-pack abs. Everyone wants them, but the ones that achieve them are those that
are willing to truly do the work to make them happen.

It’s time for honesty, grace, and an amazing amount of discipline and accountability to become the
cultural norm in your business. Start with your personal life, and then you’ll be better positioned
to bring a successful culture into your business.

What’s the payoff of your new culture? As you raise the bar on the cultural expectations in your
business, you may be pleasantly surprised to find ways of having a meaningful impact on the rest of
the world too.

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* * *

Joe Mechlinski grew up in one of Baltimore’s oldest and toughest neighborhoods and graduated from a
high school with one the worst graduation rates in the state to beat the odds.

Named one of Maryland’s Most Admired CEOs, he has helped more than 400 companies (including his
own) prosper through some of the worst economic times in history. He is the founder of entreQuest
(eQ), which helps organizations grow regardless of their size, their industry, or the economy. Joe
is also the author of Grow Regardless, an instant New York Times and USA Today bestseller.
www.Entrequest.com

Joe is also co-founder of Maverick Local (www.MaverickLocal.com), an invitation-only network of
entrepreneurs connecting in local city chapters to support each other’s biggest business goals and
co-create a noteworthy community impact.

207

208
Chapter Twelve:
Engaging the whole person

The big elephant in the room that Joe mentioned is the startling statistic that 70% of the
workplace is not actively engaged in their work. Think about this for a moment. You’ve no doubt
seen this, or maybe even experienced it yourself, when you just “phone it in.” The company that can
truly win the hearts and souls of their team excels.

How do you do that? (Hint: The chapter on tribes also works for your team.)

Providing the Vision
Your team wants something bigger that they’re working for too. Creating a compelling and inspiring
vision and mission is the key to making sure you get where you want to go and your team is behind
you. This is how you know what to say “Yes” to and, more importantly, what to say “No” to.

Quite frankly, when I first got started in business, I thought the ideas of Visions and Mission
statements were pretty much B.S.— just stuff that looked really good framed next to a bathroom.

But I’ve had two people who have greatly influenced me in this regard. The first person is my
friend Cameron Herold, author of Double. Cameron was the former COO of 1-800-Got-Junk
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and helped the company grow from $2 million to $105 million in revenue in six years with no debt or
outside shareholders, an awesome achievement by any standard.

One of the “secrets” to his success is having a Painted Picture, a document that gives a vivid
description of what your company looks like and “acts like” at a certain time in the future. His
new name for this is “Vivid Vision,” and you can get more details on his process here:
http://www.cameronherold.com/vivid- vision.

The other mentor in this area for me is Ari Weinzweig, co-founder of Zingerman’s. Ari is loath to
cite one secret for their success (and truthfully, there is never just one factor), but getting
good at visioning is something they do everywhere in the organization, so there’s got to be
something to that:

“One of the biggest contributors to the level of creativity in our organization is the regularity
with which we
teach, use, and stick to the visioning process. We start pretty much every planning effort with a
draft of a positive vision of the future. And we do it at every level of the organization. Whether
we’re working on visions for a business five years out, a project that will be
done in five months, or a dinner special that will be on the menu at 5:00 tonight, we’re pretty
consistently
‘beginning with the end in mind.’” – Ari Weinzweig

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I have 2 great interviews with Ari if you want to check them out:

#1: “How to Develop Your Ideal Vision for Your Great Business and Perfect Future”
www.SurefireMarketing. com/zingermans

#2: Unconventional Methods For Effective Self Management And Conscious Creativity http://
maverickmba.com/ari-weinzweig/
In fact, it’s been proven that when people use visioning instead of simply problem solving, energy
levels increased, innovative ideas flowed, and people were excited and eager about their future.
What’s more, visioning also gets you clear on what you do NOT want to do in your business so that
you can easily turn away seemingly golden opportunities that come your way. (This is why Ari and
his partner always said no to creating franchises or other locations outside Ann Arbor.)

We show our Vision to everyone: current and prospective team members, partners, vendors,
customers/members, etc. While not everything has happened in the vision, more times than not, it
starts showing up as real. I am often tempted to tinker with it and even update it, but I leave it
be since it’s more of a guidepost for everyone than anything else. (If you’d like to see an example
of ours, go to: )
212

The Heart of Your Team
I believe we need to have our team show up as their best self and provide them a platform for
optimizing their own unique expression. (In many ways, this mirrors the section on evolving “YOU.”)

One of the best books I’ve devoured recently on this topic and the evolution of work is Reinventing
Organizations by Frederick Laloux. He has coined the term “Teal” companies as evolutionary
businesses. One of the key characteristics is that they provide space for individuals to do their
own “inner work” while doing the “outer work” of the company.

To that end, one of the benefits we’ve introduced is a Maverick Mindfulness allocation to our team.
This is a discretionary $1,000 they can use anyway they want throughout the year if it provides
more mindfulness, unique experiences, or development. It could be yoga classes, massages, or even
taking the day off to take the kids to a water park. It’s not a large amount, but it’s enough to
make a difference; then the team member reports back what they did and how they felt.

As a team, we’ve also done “33-Day Experiments.” For 33 days we all together decide on something we
want to improve or get better at and then track our progress. We use a team Trello board to track
our progress. One of the experiments was 33 days of random acts of kindness, and I was really
touched and impressed by what many of our “Team Green” members did. The last one was writing in the
5-minute journal each day to focus on gratitude.

213

As a leader working on actively engaging your culture, you need to decide what really is
important because you might read this book and have a ton of different ideas, but we know that
doesn’t work. The team will simply wait it out like the last time the boss had a brilliant
change of plans after attending a seminar or workshop.
You need to decide if culture is a priority or not. Consider how you are going to integrate your
culture into your rhythms and routines.

Make Space on the Calendar
Joe Mechlinski and his team at Entrequest decided that learning and growth were key focuses for
their team, so they did something drastic—they literally took the last half of Fridays off every
week. They figured not much really happens on Friday afternoon anyway in most cases. And instead of
wasting it, they were going to make their team better.

Each Friday would be either a team learning day, a bonding activity/experience, or a “giving” day
where the team volunteered in some way. You better believe this made them smarter and stronger!
Joe’s secret is you need to create the space on your calendar for growth if you’re going to do it.

One of the small things that has made a difference for us during team meetings is something so
simple yet really powerful. I
214

picked this up from John Mackey, co-CEO of Whole Foods. He talks about how at the end of each
meeting, they would go around the room and each person would share one or more “appreciations” for
someone else there.

This has been huge.
There is a massive energy shift when individuals acknowledge someone else for a key task or just
for what they’re doing.

Appreciation is so powerful in many ways with all your key relationships for work and personally.
And this works for everyone.

Missy and I play a game at dinner sometimes with the kids where all of us go around the table and
say one specific thing we appreciate about everyone.

It’s really awesome to see your kids’ heads pop up like little flowers as their brother or sister
says something nice about them.

Now, I’d be remiss if I didn’t do this too. I truly appreciate you for investing in reading and
applying this material. Most people are only too willing to stay with the status quo. And it’s the
impactful 21st-century entrepreneurs, like you, who are willing to look at where you can make a
meaningful difference through business.

Thank you!
– Y.S.

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Chapter
Thirteen:
Awaken

It’s time for Maverick entrepreneurs, visionary creators, change makers, and impactful leaders to
wake up and step fully into an accelerated entrepreneurial evolution.

What Serves the Collective Whole Also Serves You
Business is the biggest leverage for making a significant difference, and you can be a beacon for
others following your path. You’re being asked to step up with your talents,
capabilities, and gifts to open up a new era of capitalism. You’re needed as an ambassador to lift
and transform the notion of
what business looks like in the 21st century.
And there’s nothing more exciting than someone fully engaged sharing their gifts and talents in the
world. Simply allow yourself to play, experiment, and explore using joy, passion, and excitement as
your barometer for what’s next….

When you finally align the true soul of your business with more impact, meaning, and happiness,
you’ll inevitably create greater profits. This is a coming shift that will change everything.

The Evolved Enterprise™ concepts are now a seed planted in your consciousness with unlimited
possibilities erupting forth. This germ of an idea holds the entire holographic blueprint of your
greater purpose. Even if you don’t exactly know HOW you’re going to accomplish what you are being
called to do— it doesn’t matter. You don’t need to know every step except
the first one, and then the next and the next again. Open up the space for your destiny to
flourish, and live your legendary legacy.

218

I fully believe that you cannot have within you a deep, deep desire for a creation without also at
the same time having the capacity, natural abilities, and resources to bring it into being.

You already know the answers you need. Just don’t get lost
in the entire process of how you’re going to get to where you want to be. Feel this new shift
emerging and blossoming within yourself and your organization.

Your time is now to rewrite business as usual.
There is never a perfect time or the right conditions for planting the seed of an Evolved
Enterprise™. Build the damn thing already—your customers are waiting to fall in love with you!
219

About Yanik Silver

Yanik Silver redefines how business is played in the 21st century at the intersection of more
profits, more fun, and more impact.

Starting with his first million-dollar idea at 3 o’clock in the morning, he has bootstrapped seven
other products and services to the seven-figure mark from scratch without funding, taking
on debt, or even having a real business plan.
Yanik’s story and businesses have been featured in WIRED, TIME.com, USA Today, SmartMoney.com, MSN
Money, Entrepreneur, Fox Business News, WORTH.com and the Wall Street Journal, among others.

He is the author of several best-selling marketing books and tools, including Maverick Startup,
Instant Sales Letters® &
34 Rules for Maverick Entrepreneurs. Yanik was named one
of Entrepreneur Magazine’s top 50 Favorite Online-Marketing
Influencers.
His is also the founder of Maverick1000 (Maverick1000. com), a private, invitation-only global
network of the
top entrepreneurs and industry transformers. This group periodically assembles for breakthrough
retreats, rejuvenating experiences, and “giving forward” opportunities with participating icons
such as Sir Richard Branson, Tony
Hawk, Chris Blackwell, John Paul DeJoria, Tony Hsieh, Russell Simmons, and Tim Ferriss. And he is
the co-founder of Maverick Local, bringing together communities of entrepreneurs to transform their
cities. (MaverickLocal.com)
220

Yanik’s lifetime goal is to connect visionary leaders and game changers to catalyze innovative
business models and new ideas for solving 100 of the world’s most impactful issues by the
year 2100. Leveraging business as a multiplier for good…co- creating something great.

As a self-described “adventure junkie,” Yanik has found that his own life-changing experiences,
such as running with the bulls, flying MiG jets, HALO skydiving, exotic car rallies, and
Zero-Gravity flights, have not only expanded his limits but also led to breakthroughs in ideas,
focus, and business thinking. In between checking off items on his Ultimate Big Life List, he calls
Potomac, Maryland, home with his wife, Missy, and two mini-maverick adventurers in the making, Zack
and Zoe.
Personal blog:
YanikSilver.com

Strategic insights and tactics for impactful entrepreneurs:
MaverickMBA.com

Summer camp for entrepreneurs:
GoCampMaverick.com

Collective network of leading entrepreneurs:
Maverick1000.com & MaverickLocal.com

Peer group of young entrepreneurs 25 & under:
MaverickNEXT.com

Community for Evolved Enterprises:
EvolvedEnterprise.com/cocreate
221

Want even more in-depth help, instruction, and resources?…

EVOLVED ENTERPRISE™ Fast Track Training How to Re- Think, Re-Imagine and Re-Invent Your Business to
Deliver Meaningful IMPACT and Even Greater Profits…

NOT just another class. You are joining a movement

This unique program takes the EVOLVED ENTERPRISE™ concepts and provides you with a deeper and more
direct road map to your greatest purpose and enduring legacy….

Get ready to embark on an exciting new stage of your entrepreneurial growth—to go from
transactional to transformational to even transcending business as usual. A way to fall back in
love with your business over and over again—or simply get all the pieces right from the beginning.

• ALIGN your business and personal values for heightened passion
and entrepreneurial energy.
• INVIGORATE your company with a bigger, bolder, and more
meaningful cause and mission.
• IGNITE and motivate your stakeholders around a clearly-
articulated higher vision.
• DEFINE your guiding principles and company culture for a
wider contribution and rapidly-growing profits.
• CREATE products and services with a “baked-in” IMPACT that
inspires rabid consumption and fierce customer loyalty.
• CATALYZE a community of devoted “true believers” that can’t
wait to evangelize your brand.
• Homework critiqued, new ideas, and feedback from the community.
• Personalized interaction and potential partnerships with Yanik and
other like-minded entrepreneurs. And more…

www.EvolvedEnterprise.com/fastrack
222

Selected Recommended Reading for Evolved Entrepreneurs

POW! Right Between the Eyes! Profiting from the Power of Surprise
– Andy Nulman

Make It Big! 49 Secrets for Building a Life of Extreme Success –
Frank McKinney

Daring Greatly – Brene Brown

Delivering Happiness – Tony Hsieh

Start Something That Matters – Blake Mycoskie

Looptail – Bruce Poon Tip

The Power of Full Engagement – Jim Loehr and Tony Schwartz

The Business of Happiness – Ted Leonsis

Unique Ability – Catherine Nomura and Julia Waller

Success Through Stillness – Russell Simmons

A Lapsed Anarchist’s Approach to Building a Great Business
– Ari Weinzweig

Conscious Capitalism – John Mackey and Raj Sisodia

Brains on Fire – Robbin Phillips, Greg Cordell, Geno Church, and
Spike Jones

The Great Work of Your Life – Stephen Cope

Let’s continue to explore the Evolved Enterprise™ and co-create these ideas to make them stronger,
share more examples and connect in a meaningful way. We’re hosting a private group here –
www.EvolvedEnterprise.org/cocreate
223

The Coming Business shiFT ThaT Could
Change everyThing

here’s how To align The True “soul” of your Business With more impact, meaning, and happiness –
That surprisingly delivers even greater Profits

There’s no doubt, business could be the ultimate lever for making a significant difference in the
world. The Evolved Enterprise™ gives you a counterintuitive roadmap to move from a transactional
company to transformational and even transcending business as usual.
“There’s a transformative shift in business, and what worked before is no longer an option. It’s
time for evolved entrepreneurs, visionary creators, and change makers to rewrite the rules of
business for the 21st century”.
Tony Hsieh, NY Times bestselling author of Delivering Happiness and
CEO of Zappos.com

“…Must read for anyone who cares about creating a company that matters”.
Cameron Herold, author of Double Double

“Through free enterprise, one can benefit people all over the world…by con- tributing to a better
way of life for all. Peace, love & happiness”.
John Paul DeJoria, co-founder, Paul Mitchell Hair Care

“…Absolutely vital in the 21st century”.
Chip Conley, former CEO of Joie de Vivre hotel group, author of PEAK
and Emotional Equations

The evolved enterprise is a whole new way to merge passion, pur- pose and profits. Join the world’s
most impactful entrepreneurs and emerging leaders who dare to liberate their greatest work and
truly change the way business is played.

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Should you choose to accept this mission you will need to collect the following items:
 WordPress self hosted blog.
 Sign up for a FeedBurner account.
 Elegant Subscription Popup plugin.

The whole process of setting everything up should take under an ½ an hour to complete.
3

Great! I am glad to see that you have chosen this mission. – We need more people like you!

Okay, so first things first, you will need to signup for a FeedBurner account using your Gmail
account.
https://feedburner.google.com
4

Now that you have signed up for a FeedBurner account go ahead and grab your WordPress blog’s feed
and paste it into FeedBurner to burn your blogs feed. Your WordPress blogs feed should look like
this. http://EXAMPLE.com/feed

5
Next, give your feed a title and create a FeedBurner address.

Click the next button…
6

You will be redirected to a new page.This page asks if you would like to track your feeds stats.
Again,click the next button.

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1. Claim your feed 2.Enhance Your Stats
Congrats! Your FeedBurner feed is now live. Want to dress it Up a little? Subscribe to your feed
(and share with others!) a t:

http://feeds.feedburner.com

For your convenience,FeedBurner has applied the following services to your new feed:

• BrowserFriendly improves your feed’s appearance in most web browsers and makes it easier to
subscribe to
• FeedBurner Stats tracks basic feed traffic statistics

You control your feed. AII se刊ices are optional and can be changed at any tirr官

You have completed Step 1 of 2. In Step 2,you may consider adding
additional free FeedBurner Stats options for a more richly detailed view of your feed readership.

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The next page that comes up will be where you will choose the stats that you would like to track.
Most people choose to select all of them.
Click the next button after you have chosen all of the stats that you would like to track.
8
Within the next page that you are brought to click the “Publicize” tab. Then, click the “Email
Subscriptions” tab. – And activate the email subscription option by clicking the “Activate” tab.

The email subscription options are now activated! Let’s create a way for people to subscribe to
your blog.

9

Now that the email subscription options are activated it’s time to create a
newsletter opt-in form for you blog.
You can either choose to use the default FeedBurner subscribe form or you can choose to use your
own custom subscribe button. (Another option is to install a subscription popup. See page 16)
To use your own custom designed subscribe button first copy your FeedBurner subscription link. (See
image below) The red highlighted link below is the link that will be used to make the subscribe
button.

10
The easiest way to create a subscription button for your sidebar widget or elsewhere is to use the
html editor of a post or page within WordPress.
On the lefthand side of your WordPress dashboard click on the “Add New” page tab. Within the new
page click on the “Add Media” tab to add your pre-designed subscribe button to the page.
A new screen will pop up. This is where you upload the image of your button. (See the next page)
11
This is the Add Media page within your WordPress dashboard. Choose the image that you would like to
upload for your custom subscribe button.
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Your custom subscribe button is now ready to go. To access the html code click on the “text” option
within the Add New Page screen. Copy this html code and save it to be used in your sidebar or
elsewhere.

*You can delete the page that was used to create the subscribe button if you would like to because
the button has been uploaded to your media library.
13
向r this 猷ample we have placed the subscribe button code into the sidebar.
Our example blog can be seen here: btto:/ /bl 00.social-oos.com
iSOCIAl:-OPg w…OT in 1脚 rnet …ing – R…w!
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Social-Ops Internet Marketing NEWS 810g – Industry NEWS delivered to your inbox everyday.
You have just discovered the premier intemet marketing NEWS blog where you will hear
it here れrst. Everything from

the latest email marketing strategies,social media guides , to who’s-who,this is where it
is at! Subscribe Now.
Subscribe Now!

The latest internet marketing NEWS delivered
to your inbox everyday!

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When the website visitor clicks on the subscribe button the FeedBurner opt-in page will pop up.
The subscriber will then need to confirm their email address like any other auto-responder or
newsletter opt-in process. Test the system to check its functionality.
15

Don’t want to mess with designing and installing an opt-in form? Within the WordPress plugin
directory there is a free FeedBurner subscribe form popup plugin called Elegant Subscription Popup.
You can search for it in your WordPress dashboard or you can download it and manually install it.

Elegant Subscription Popup

Install and activate Elegant Subscription Popup like any other WordPress plugin.

16

Now that Elegant Subscription Popup is installed and activated you need to configure it. First grab
your FeedBurner ID. Your FeedBurner ID can be found by clicking on the RSS icon within the
FeedBurner dashboard of your feed.

17
After you click on the RSS icon within your feed dashboard your feed page will popup in another
screen. From here you can grab your FeedBurner ID to be used to configure Elegant Subscription
Popup.
Your feeds URL will look something like this:
feeds.feedburner.com/social-ops/btHx
The portion highlighted in red is the FeedBurner ID.

18
Now that you have your FeedBurner feed ID you can setup Elegant Subscription
Popup. (See below)

As you can see Elegant Subscription Popup is easy to setup and configure. Best
of all it’s free!

19
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their customers as an opportunity to create a unique,personal
connection and gain feedback. And they use email marketing to
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If you are familiar with CSS the code for Elegant Subscription Popup can
customized from the plugin’s page within the WordPress dashboard.

Click the edit button to edit the CSS code of the Elegant Subscription Popup plugin. (Seen above)
21

InvutpL’l」vJ-MPMH-VF」this instance we modified the popup to include the content that we want to
use.戸Itat・巾 is possible to change the colors of the button and all of the other
variable「sdm北陶川within the plugin editor using C55 code tweaks. It now looks like this.
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their customers as an oppo代unity to create a unique,personal
connection and gain feedback. And they use email marketing to nu比ure every one of those
relationships.

While this no-cost system does not offer the ability to start the subscriber at the beginning of an
email sequence it is possible to schedule WordPress posts to offer some level of email scheduling.
Scheduling WordPress posts is easy. When creating a new post you can schedule the post to be
published at the date and time that you would like. (See below)

23
To increase the odds of your FeedBurner blog posts/messages getting inboxed it is suggested that
you place your businesses name, address, email address and other contact information at the bottom
of every new blog post that you create.

24

Within the email branding configuration screen we suggest inserting the following code into the
Email Subject/Title: ${latestitemTitle}
Inserting the above code will place the last posts title into the title of the email that is sent
to your subscribers.
There are several other configurations that can be made to custom tailor FeedBurner to your
specific needs. Spend some time inside FeedBurner to get familiar with the different options that
FeedBurner offers.

25

No, this is just the beginning!
All effective marketing strategies take proper planning.
While this no-cost strategy may not be quite as effective as some of the expensive auto- responder
systems out there it will return significant results with the proper planning.
Best of all, this strategy can be used on as many WordPress websites and blogs that would like. –
So why not install it on all of your blogs?
Want more eBooks like this? Come and visit our website at http://social-ops.com

And…
Follow our Twitter page!

26

mail Campaign Series

Email Campaign Series

Email 1
Welcome!
If you have a coaching program that you administer
online, and you want to take it to the next level,
you are in the right place!
Hi, my name is Sean Mize…
and since you are reading this, it means you have
recently joined my coaching training email
letter.
Basically what I do is once per day, for about 30
days, is send you an informative email that (hopefully)
teaches you something useful you can use in your
coaching business.
Everything I will teach you in the first 30 days
are things that I personally use in my own
coaching business….
You will find that many of my techniques are so simple,
yet when you implement them, you will get great results
in your coaching program.
I will be teaching you easy methods of delivering
your coaching…
…a super-simple way to outline a 13 week coaching
program in less than one hour…
…how to use my secret email exchange method to find
prospects fast…
…the exact outline of the script I personally used to close
$5000 – $12,000 coaching clients…
…secrets of writing an email sequence to sell your coaching
automatically….
…how to do an easy 30 day launch for your coaching business….
….and much, much more!
You will find that each day you are wishing that tomorrow’s email
would come…sooner!
Here is my advice to you:
Each day when I send you a training, read it, then ask: “how
can I implement this in my business today to
fast-track my coaching business?”
And of course – you may find that you want deeper instruction on
each of my techniques than you can receive in a 200-word email –
and you might want to consider enrolling in one of my
high-level coaching training courses….but of course
that is optional…if you apply what I send you in the
email training, you can double or triple your coaching income fast!
Ok, that’s all for today….
tomorrow…the roots of my coaching system…how to build your
coaching business 3- 5x faster using my proven simple system…
Till tomorrow,
Sean Mize
Email 2
Super Simple System for Your Coaching Program
Ok, yesterday I promised that today I would show you my
super simple system for your coaching program….
So let’s dig in…
By the way – don’t be alarmed at the simplicity of my system.
You see – simplicity is good.
The more complex your coaching program is, the harder it is
for you to implement.
And the harder it is to implement – the harder it is to do…
I remember when I launched my first coaching program….
more on that later….
Anyhow..back to simplicity…
There are 5 core parts to your coaching program:
1) your core idea (or outline)
2) your delivery method (meaning, email, video, audio, etc.)
3) your feedback method (meaning, email access, telephone access, forum or blog
access, etc.)
4) your selling method (sales letter, one-on-one phone call, teleseminar, etc.)
5) the results your client gets
Each part must remain simple….
…for example, your core idea should be solid and created once, not redesigned monthly
(although you CAN make changes from time to time)
…your delivery method must be something that can easily be automated…
…and so on…
over the next few days I’ll be sharing with you
my own personal method for each of these…
Back to my first coaching program…
I didn’t even know I was going to launch
a coaching program!
Prospects were asking for help…and I had
been helping them for free via email…
So I just asked… would you be interested
in coaching????
And so many people said “yes” that I wrote
a simple application letter and over 60
people filled out the application!
And within about 2 weeks, I had 22 clients from those
applications!
Anyhow…that was fun!
Of course, since then I have gone on to
scripting much bigger coaching programs,
at higher price points…and
getting great results with my clients when they
do the same…
Ok, well, I guess this is enough for one day!
Till tomorrow…
Sean Mize
P.S. tomorrow….my super simple method of
outlining…including a pdf guide…
Email 3
How to Outline Your Core Coaching Premise
Well, you chose to open this email…
I guess that means you are getting
something useful out of reading them 🙂
So yesterday I told you I would show you
how to outline your core idea –
and to make it really easy, I have attached a pdf
that shows you how…
it’s the first of 2, I will send you the second in a
couple of days….
Here’s the thing…it’s my 10 x10 matrix….
It seems so simple that you will laugh (go
ahead, lol now!!!)
But…once you have done it…you will have
AMAZING clarity on your business and what
you can deliver to others…
and once you have that clarity, it will be incredible
how much faster you can move in your business….
Ok, download, read, study, and implement the 10 x 10
matrix…
In a few days, I’ll send you part 2…
(tomorrow – designing your coaching program)
For now,
Sean Mize
Email 4
Designing Your Coaching Program
This email is going to be a little tougher
(by the way, you like yesterday’s email???
10 x 10 matrix?
did you write your own yet?
if not…you are missing out! )
So…once you have done your 10 x10 matrix –
you have to decide how you are going to deliver
your coaching –
some choices –
length of your program –
pricing –
email, audio, video
how are you going to communicate???
So let’s get started on these…this will
likely take a few days…
so first, length of your program –
It kinda depends on how much you want to
share with someone in their first connection with you –
Meaning that if someone has just found out about
you – they might not really want to commit to a year –
but 6 weeks might not be long enough to really
help someone get results –
I really like a 13 week coaching program for my
clients –
Because it is long enough to get your clients
great results,
but short enough they aren’t afraid of committing for
too long
Make sense?
Another great option…if you are willing to just
teach one key thing…is a 30 day starter program –
The way it works is you teach them one key idea –
they implement it, get great results – then they
want to enroll in your 13 week program –
After the finish your 13 week coaching program, they
got results, now they want more…then they trust
you enough to enroll in your year – long program –
Ok, I’ll leave you now so you can think about
how long your programs should be…
Till next time,
Sean Mize
P.S.
tomorrow…pricing
be thinking about that…what price do you
want to charge for your coaching?
Email 5
How to Price Your Coaching, Part 1
Yes, this is going to be a little convoluted, confusing, and
will take at least 2 emails.
Because pricing isn’t one size fits all…
So I am going to ramble a bit more than usual –
Because I want you to get a feel for what
works…
then you can decide how you want to go with your
prices –
So….imagine you have 3 coaching programs –
a 30 day intro course that teaches one concept and gets
your clients results in that one thing
(it is far better to get your clients total results in
one thing in 30 days than to give them partial
results in a bunch of different things. Prove to them
you are the right coach for them – then they will
enroll in future coaching…and stay with you for a long
time as you keep getting them results)
next you have a 13 week coaching program that gets them
another 1-3 results (depends on your niche)
then you have a 12 month (or open-ended) coaching program
You want to stair-step the pricing
For example, if the 30 day intro course is $500,
the 13 week might be $2000, the 12 month might be
$5000 – $10,000
For now – start thinking about the stair stepping –
what will you teach for results in each level?
Till next time,
Sean Mize
P.S. How is that 10 x 10 matrix coming along?
I’ll be sending part 2 soon…..
Email 6
10 x 10 Matrix – part 2
Ok, today’s email is short…
Here’s why…by now you should have finished your
10 x 10 matrix –
And today’s download reveals how
powerful is your 10 x 10 matrix…
download it now
Homework:
write a statement about what the 10 x 10 means to
you –
what are you going to use it for?
has it helped you?
How?
Ok, that’s all for today….
tomorrow…pricing, part 2
To your coaching success,
Sean Mize
Email 7
Pricing – Part 2 (how to choose YOUR price)
So by now you have thought about your
stair stepping
Meaning 4 weeks – get one result – $500
13 weeks – get 1-3 new results – $2000
12 months or more – $5000
So…how do you price it for YOUR niche?
Obviously, because we are just communcating
via these emails, I don’t know your niche
personally….
But I have developed a simple exercise that works
well with my clients to help illustrate your
value – and once you know your value, it’s
easy to assign price (easier, anyhow!)
here is the exercise:
1) take out a sheet of paper
2) write on the paper what someone will get
out of working with you (results…list them
all out – what are all the results someone will
get in working with you)
3) what will those results mean for your clients
(go deep on this….what do those results really mean
deep down inside for your clients?
4) what would it be worth to someone to get those
results (not what do you want to charge…and not
what do you think they will pay for x number of weeks –
just base this on the results – what will they pay for
the results?)
Ok, that’s all for today – tomorrow I will
give you an example to make it clearer – note:
if you have actually done this assignment by tomorrow
you will get better results
By the way – speaking of results – are you doing
what I show you?
Did you do the 10 x 10 matrix?
Did you plan your stair step?
Did you do this exercise?
Because if you aren’t…frankly you are wasting
your time reading these emails
Because reading emails isn’t going to get you
results in your coaching program…
but taking action, doing what I teach…WILL
get you results…
Ok..take action today!
Till tomorrow…
Sean Mize
Email 8
Example of pricing for your coaching program
Ok, so yesterday you did the exercise for what
your clients’ results will be in working with you, and
what those results are worth right?
if not…don’t even think about
reading this email, go back and do the
exercise!
.
.
.
.
.
.
So now that you have done the exercise….
I am going to give you an example from the weight loss niche (there
are hundreds of niches, I had to choose one….and since I’ve recently
lost a lot weight, it’s been on my mind 🙂 ….
Weight loss niche…
result – lose 50 pounds
what does that mean to your client?
look better to the opposite sex – change relationship dynamics
be healthier – feel better – live longer – stay out of the hospital –
avoid heart attack – avoid death due to heart attack,
have more energy – spend more time
with grandchildren, not get so tired –
NOTE: this is just a partial list….
but what could all of this be worth to someone?
Let’s go one by one here….
what could it be worth to someone to be more
attractive? $1000? $5000?
think that’s too much?
do you think someone would be willing to gain 50
pounds for $100? gain 50 pounds for $1000?
No? then why wouldn’t they pay $1000 or $5000
to get rid of it?
They hate being overweight –
What about health?
if they stay 50 pounds overweight, they increase the odds
of a heart attack. If they have a heart attack, they might die.
They might not get to see their grandchildren grow up.
They might have to live with a pacemaker for the rest
of their life
They might have chest pain for the rest of their life
If they have to have open heart surgery it might cost $50k –
$100k, right?
They might die on the operating table.
Solution: YOU – they take action, get coaching from you, and safely
lose the weight
How much is that worth?
What will someone pay to live longer?
To see their grandchildren grow up?
To not die before they are ready?
YOU are the answer.
What is it worth for someone to change their life?
So maybe you are saying…I’m not a health coach…
ok, so you are in a different niche…
go deep –
figure out what your results could mean for someone….
if you are a business coach…what would it be worth
for someone to make an extra $50k per year?
if you are a relationship coach, what would it mean
for someone to NOT get divorced (do you know how
much money a divorce costs, when you add up
the cost of losing a house, your best friend, split
your kids….on and on…what would it be worth to
avoid divorce and start loving each other again?
if you are a sales coach…what would it be worth to
someone to to make $50k more in sales?
if you are a cancer coach…what would it be worth
for someone to beat cancer and not DIE?
if you are a martial arts coach…what would it mean
for someone to be able to defend themselves if they
are attacked on the street?
I could go on and on…
what about YOUR niche….what would it mean for
someone to get YOUR results?????
Till later,
Sean Mize
Email 9
Short email
Here’s the thing…yesterday’s email was LONG…
So this one is SHORT….
One question…did you do the exercise yesterday?
if not, go back and do it.
If so…
2 questions:
1) what kind of results will someone get in working with you?
2) what would it be worth to someone to get those results?
That’s all for today,
Sean Mize
P.S. tomorrow….how to price your coaching
based on what it is worth to your clients….
Email 10 – How to Price YOUR Coaching based on results
The last few days we’ve been talking about what
it’s worth to your clients to get your results
And maybe you are thinking…yes, but just because it’s worth
$50k doesn’t mean they will pay that, right?
Well, maybe.
But some people really do charge $50k or more
for coaching.
I know them.
I have sold $50K and up packages.
For a lot less results than saving someone life 🙂
Here’s the thing…if you want to make real money in
your coaching…and get your clients results…
you must charge based on results, not time.
You want to know why?
I’ll share that with you tomorrow 🙂
Today –
You must charge based on results not time.
If your client is willing to pay, let’s say $2000
for a given result, should it matter if it takes
30 days, 13 weeks, or 12 months to get the
results?
I mean, if you think about it…if you can
get someone a $2000 result in 30 days, you should
be able to charge MORE than if it takes
a whole year to get the result, right?
And if you could get the result for them in one day,
then you should charge MORE, right?
Look, I know that’s counterintuitive.
But your clients want results.
They don’t want to spend forever trying to get them.
They want them now.
Think about this…which would you rather pay?:
$1000 to work hard for one year to get a certain result?
Or $1100 to get the same result in 24 hours with no work?
of course that’s an exaggeration…but the point is clear…
people should pay MORE for FASTER results.
So get over charging based on how long and how much
time you put into your program
Next….why your clients get better results
Next after that…how to choose how to charge for each of
your programs….
Sean Mize
Email 11 –
Why your clients get more results if you charge more
Because your clients will get more results
if you charge more.
What???
Yep. that’s right.
Let me ask you this….if you pay $5000 to learn
how to do something, are you more
or less likely to DO it and get results than
if you paid $7 to learn the same thing?
Think about it.
Of course you will work harder, because you want
to get your money’s worth.
You see, if you underprice your coaching…your clients
will get LESS results.
so what about me?
let me ask you this…what kind of results can you get for
someone in their life?
go deep
how much do you need to charge to make
sure someone is SERIOUS about doing the work
and getting results?
I mean, seriously, wouldn’t you rather work
with a smaller number of clients who pay MORE
and get MORE results than to give away your coaching
and people hardly get any results????
Till later,
Sean Mize
Email 12
How to Choose Your Stair Stepped Pricing
Ok, after long last…here it is…
how do you choose what to sell YOUR coaching for?
Note: this is going to be very generally, because it’s different
for every niche.
I go into a lot more detail in my home study course…it’s
just hard to get this one concept across in 500 word
emails when it takes an hour to teach someone one-on-one…
Anyhow – let’s try.
Let’s imagine your result is worth…$20k to someone.
Maybe losing 50 pounds
or making $100k more per year
or saving their marriage
or meeting the love of their dreams
whatever your niche is, let’s assume a $20k result
meaning it would be worth $20k for someone to get that result.
of course, we know that even if it is worth $20k, they
might not pay $20k.
At least it will be a lot more work to sell
(of course, some coaches I know would rather have 10 $25k clients
per year than 250 $1000 clients……)
Anyhow….
Imagine the result itself is worth $20,000…
what if you slashed the price and made it 90% off…
just $2,000 for that result?
Now we’re talkin’, right???
So…how long will it take you to get that
result for someone?
13 weeks?
could you do it in 30 days?
or will it take you a year?
THAT is how you decide on price.
Till later
Sean Mize
Email 13 –
More on Stair Stepped Pricing
I kind of left you in a lurch yesterday, didn’t I?
The reason is I REALLY wanted you to think about
things.
So let’s continue…
NEVER price your coaching based on how much time
you put in.
ALWAYS price your coaching based on results.
Why? Because how much time you put in is irrelevant
to how much money you make.
Period.
Think about this..
a farmer works 40 hours a week for 50 weeks…2000 hours
to create…let’s say 10,000 bushels of corn.
He makes $50,000 at the end of the year when he sells the corn.
that’s $25 an hour
(I know these are crazy numbers, but it’s just an illustration)
The merchant on wall street that buys his corn for $50k and
sells it to some cornflake factory for $100k…makes $50k for
one hours work.
The time you put into something is totally irrelevant for pricing issues.
It’s all about results.
Charge for results.
Then determine how to get the training out to your client in the
easiest way possible for both you and your client.
That’s right – the more they pay, they easier your coaching should
be for them!
And if it’s easier for them…it’s usually easier to deliver for you!
So you make MORE money in LESS time!
That’s all for today!
Sean Mize
Email 14 –
Email Coaching Programs
Email coaching programs are for beginners who
are scared to talk to people on the phone.
Email takes the most amount of time, and people
will pay the least for email access compared to telephone
or webinar.
So why sell email coaching?
Beginners sell email coaching because they can answer the
clients questions whenever they want to…
If they don’t know the answer, they can find out without the client
knowing they don’t know.
But trust me, once you have more than 50 clients, email
gets real old –
Next – I’ll teach you about my favorite coaching – telephone
And why
Till later,
Sean Mize
Email 15
Why telephone coaching is my favorite
Here’s why telephone coaching is my favorite:
Because it is so easy to deliver, and you can
scale it to thousands of people.
Here’s how it works:
Let’s say 100 people need to get coached
on the same thing.
You enroll all the clients in one program, you
agree to meet at the same time on a conference
call, you teach them all at one time, a few
people ask questions, you record the whole
thing so you NEVER have to teach
on that topic again.
EVER.
Anyone else that EVER wants to learn that
topic gets to learn by listening to the recording.
PERIOD.
IT’s better for you (self-explanatory)
It’s better for them (instead of having to kowtow to
YOUR schedule, they can listen whenever they want to)
Next…how to answer questions if you deliver your
coaching via recorded telephone calls…
Sean Mize
Email 16
How to Answer Questions From Recorded Coaching Lessons
In the previous teaching email I sent you, I showed
you how to deliver coaching through recorded lessons
of your live coaching.
So what if someone has questions?
Here’s what I do:
First, some background.
Let’s imagine you have 1000 clients taking your
recorded-lesson coaching.
They all started at different times.
Some started a year ago. Some 3 months ago.
Some yesterday.
But no matter where they are in your program –
or WHAT program they are in (I have several
programs that feed into the same coaching call)
You hold a weekly q and a live coaching call for
one hour where you answer anyone’s questions.
It’s at the same time each week.
If they can’t make the call, they get the recording.
They can ask anything they want.
Their needs are met.
You work 1 hour for 10 clients, 100 clients or 1000 clients.
Totally scalable for you.
Total value and access to them.
Just do it
Till later,
Sean Mize
Email 17
Video Coaching
Video coaching – I almost just skipped this email.
But then I remembered I told you I would cover it.
But the thing is, there isn’t much to cover –
Here’s the thing –
NEVER use video if you can get away with audio.
Video is HARD to do live.
Trust me – do it for 10 weeks, you are virtually
guaranteed a failure one week of some kind.
So unless you are a swimming instructor
or you HAVE to show what you do…use audio.
You can do 90% audio – live – and then just record
the one thing you want to “show” them.
ALWAYS record the video ahead of time if you can.
Remember – simplicity –
hey, that’s a good idea for tomorrow’s email – simplicity!
See you later 🙂
Sean Mize
Email 18 –
Simplicity
Ok, by now, are you starting to see how SIMPLE I make it?
Everything is simple.
A simple 10 x 10 matrix that gives clarity.
A simple coaching program model – recorded lessons, one
weekly q and a call for all coaching clients at one time
A simple results – based pricing method
Keep everything simple
Here’s a question to ask about EVERYTHING –
How could I make this simpler?
What could I take out and it still works?
How could I make this simpler?
You see, the simpler it is, the easier it is
for the client to get results.
And if the client gets results faster and easier…they come
back for more coaching.
🙂
Sean Mize
Email 19
More on simplicity
I really think most coaches make all of this
much harder than it needs to be.
Keep it all really simple.
Make simple lessons.
Why take an hour to teach something when
you could do it in 15 minutes?
So what if one client gripes that they didn’t get
their money’s worth because it only took
you 15 minutes to get them results?
The other 99 who LOVE you because
you got them results faster than anyone else
on earth with stay with you a LONG TIME.
So who cares if one person doesn’t like your simplicity?
I mean, really, would they REALLY like to
take LONGER to get the same result?
They are irrational, peevy, nagging individuals who
don’t belong in your coaching program.
Let them suffer in someone else’s long, drawn out,
complicated coaching program where they might NEVER
get results, and they can complain about that
too, because they are chronic complainers.
Stop catering to the 1% who complain,
Instead, make your coaching GREAT for the 99% who
LOVE YOU
To your success,
Sean Mize
P.S. How do you like the trainings so far?
Do you like these emails?
Do you want me to keep writing emails like this and
sending them to you?
Email 20
How are you going to communicate with your clients?
This email really should have gone out
much earlier.
But I got so involved in some of what I was teaching
that I never really go to it.
And of course by now you know how you should
be communicating…
as easily as possible.
Period.
As easily as possible.
For you AND the client.
That usually means a group telephone call.
That takes the least amount of time for you.
And gives the client the best chance of getting direct
access to you, especially if you have 1000 or more
clients.
You just can’t talk to them all one on one, or
do email coaching to all 1000 every month!
I sure hope this helps,
Sean Mize
Email 21 –
Unlimited Email Access
Ok, so what gives?
Earlier I told you email coaching was for beginners.
Now I am talking about unlimited email access?
What????
Ok, first – delivering your coaching and all response
and help via email IS for beginners.
But….if you have less than 500 clients AND you don’t
mind spending an hour a day on email to accomodate
them…
you can use unlimited email in conjunction with
group telephone calls.
Here’s how it works:
1) It is unlimited. Unlimited sells better than promising
one email a day
2) After the first few days, people rarely ever ask you any
questions via email.
And most questions are one line answers anyway – so you can
quickly answer most emails anyhow.
If they do – ask them if it’s okay to answer their question on
the next group call and send them the recording. They almost
always say yes.
Whoa! You say, but that’s not really unlimited then…
It is, if you are willing to answer their question if they don’t
want to wait until your live call.
And like I said – this is only if you have a small coaching
group.
If you have tons of clients, this doesn’t work.
Of course, you can offer “unlimited email access to my coaching
staff” and hire a couple of coaches to answer emails.
And if you have 1000 clients paying $300 a month, you could afford
a couple of coaches, right?
Be creative.
Flexible.
Get out of the box.
Till later,
Sean Mize
Email 22
You are morally obligated to sell your coaching
Here’s the thing…you know how to do something
your clients DON’T know how to do, right?
I mean, you have the answer to their problems, right?
In fact, not only do you have the answer…you are ethically obligated
to help people
Because if you know what to do to help
someone…make more money, save their
marriage, not die, lose weight, change their
life…and you don’t help them…you are
personally responsible now for their failure, right?
Think about it.
Here’s the thing…if you are going to hang your shingle and
call yourself a coach and get people on your list…
you are then morally obligated to help them.
And the only way you can help them is if they
sign up for your coaching.
And they are only going to sign up for your coaching if
you write a compelling sales letter, do a compelling
teleseminar, or do a compelling one-on-one
phone consultation, right?
So I believe it is your responsibility to learn how to
sell effectively…
Sorry, the truth hurts sometimes 🙂
Sean Mize
Email 23
How to Deliver Your Coaching
Here’s a really easy way to deliver your coaching:
let’s imagine a 13 week coaching program.
You need 13 one hour lessons.
That takes 13 hours to record 13 hours.
Just set aside 1 hour a day for 13 days.
Done.
Then put those 13 lessons in an autoresponder spaced 7
days apart.
Everyone who joins your coaching program, you
put them in the autoresponder.
Every week they get the next lesson.
Then schedule a one hour q and a call for each week.
I use instantteleseminar to deliver my weekly call.
That’s it.
Easy?
I think so!
To your coaching success,
Sean Mize
Email 24 –
How to Find Prospects Part 1
I have an easy way to find prospects for your coaching program?
Want to know what it is?
Ok….twist my arm… 🙂
Here’s how to do it:
3 steps:
(I’ll teach one each day for 3 days):
1) Build a list of people who have the kinds of needs
you meet in your coaching
2) Write a 35 – email content campaign to build trust
and relationship with them
3) Send out a simple email (I’ll teach you how) to find
out who needs your help now
Tomorrow…I’ll teach you how to build the list
To your coaching success,
Sean Mize
Email 25 –
How to Build a List of Prospects for Your Coaching
So yesterday I told you I had a 3 step system
for finding coaching prospects…
today – step 1
you gotta build a list of people who need what you coach
You see, it’s not about niche marketing
In fact, you don’t even need to create some customer avatar
(although you can if it helps you)
You don’t need to widen the net.
All you need to do is find people who need what you
teach in your coaching program
Namely – you need to find people who have the kinds
of needs your coaching program solves.
The way to do that is to create a 10 page giveaway guide
that gives 5- 10 solutions to the kinds of needs
people have if they need your coaching.
In the 10 page guide, you are going to tell them what
the solutions are.
You can even tell them a little bit about
how to solve their problems.
But let’s face it – if someone needs your 13 week
coaching program to fully solve their problems,
your 10 page guide is just going to whet their appetite, right?
That’s the idea….
Tomorrow..exact instructions
Sean Mize
Email 26
How to Give Away Your Prospect-Finding 10 Page Guide
In the last email I gave you formula for finding prospects.
The first step is to give away a 10 page guide
that gives some solutions to the kinds of problems people
have if they need your coaching.
You need to do 3 things to make this happen:
1) Write the guide
2) Create a squeeze page to give away the guide from
3) Send targeted people with problems to your squeeze page
I have attached my classic squeeze page tutorial which will teach
you 1) and 2)
Unfortunately, 3) is going to take a lot more than a few emails to
teach…driving targeted traffic takes time, experience, and you
simply have to learn it if you are going to scale
your business….
Now, I do have a traffic training, you can take a look at
it here:
Also, Marlon Sanders has a great training (tell him I
sent him your way, he’s likely to give you
a hint or two if you find him in his hiding places online….)
To your success,
Sean Mize
Email 27
How to Find Prospects Part 2 (write an email campaign)
Ok, now that you are building a list – you need to write an
email campaign.
Why?
Because you have to build trust and relationship.
Just like I’ve been doing by sending you these helpful
emails each day or from time to time (they are
helpful, right?)
So how to do you do it?
I am going to give you the quickie version here.
I have created about 15 hours of recorded training on it….
so it’s going to be hard in an email to fully exhaust it!
Here’s the basics:
1) Create a storyboard of what you want to teach in
the first 35 days someone is on your campaign.
This might be based on an overview of your system,
the steps someone might take to fix their problems in your
niche, etc.
Then write a 100 – 500 word email for each of the 35 days
teaching one thing.
Use some open loops.
Create curiosity,
Give people a chance to buy your training if they want more
depth
(The things you see me doing each day 🙂 )
2) Put these emails in your autoresponder, timed
according to how you want people to get them.
3) Keep an eye on open, click through rates, and buying
conversion rates to determine
which emails are effective and which are not
Ok, those are the basics…like I said, it’s just too much for a
couple of emails…I hope you understand 🙂
I DO recommend my email writing training program:
To your success,
Sean Mize
Email 28 – My Prospect – Getting Formula – Part 3 – the Secret
Ok, I know, I know.
A secret.
Everyone has one.
This one works.
In fact, I’m not sure I really want to put
it into the campaign.
But I am – maybe I’ll take it out into the future.
Here’s what I do:
I send out an email asking people what their challenges are.
When they respond, I ask them more questions.
When they respond again, I tell them I can help them but
it will take more than a few emails bouncing back and forth.
Let’s get on the phone and I’ll help you.
When we get on the phone I enroll them in coaching.
Why? Because they need it or they wouldn’t have challenges.
Ok, I know this one was short…
But trust me, send the email asking for their challenges.
Do exactly what I taught.
You will get people on the phone.
Follow my instructions for doing the free consultation call and you will sell coaching
Sean Mize
Email 29 – What to say on the phone with your prospects
Ok, in this email I am going to give you the outline to script
I use on the phone to sell coaching. I close 44% of the qualified
prospects I talk with.
You can too.
Here’s how to do it:
Background:
Important: the phone call is NOT about selling coaching.
The phone call is about finding out if or how you can help them.
If you can help them, enroll them in coaching.
If not, tell them you are not a good fit for them.
Recommend someone else.
Recommend a book.
Whatever.
But by all means do NOT try to get them to buy coaching they don’t need.
Here’s the formula:
1) Introduce yourself, tell them you are going to ask some questions to find out if or
how you can help them
2) Ask them questions about their problems.
3) Ask them if they would like the solution to their problems
4) Ask them what it would mean for them to solve their problems
5) Dig DEEP on the prior 3 sets of questions – multiple questions, DIG DEEP
6) Ask them if they would like you to work with them and help them with their problems
7) If they say no, wish them a good day. GET OFF THE PHONE FAST (but not rude)
8) If they say yes, tell them about your coaching
Next…I’ll help you with some common objections
To your success,
Sean Mize
P.S. Was this helpful????
Email 30 – Answering common objections when selling coaching
Okay, this is going to seem canned.
It’s not.
That means you have to get the flavor of what I am teaching, not just memorize words.
Here’s the thing to remember – if they told you
they want you to help them solve their problems, and they
told you they want to get rid of their problems,
you MUST assume they want to work with you if they
can afford you.
Period.
That means that if they ask you a question, it’s not war.
It’s a question.
Answer it.
Enroll them.
It means if they tell you they can’t afford it…trust them.
Find out what is affordable.
They didn’t let you tell you about your program if they
can’t afford anything (ok, some jokers will, but very few
are like that)
So if they ask you any question not related to money…answer it.
If they tell you they can’t afford it…
Say something like this:
Hey, I understand that.
Sometimes I want something I can’t quite afford.
But obviously when you asked me to tell you about
my coaching, you had some idea in mind of what
you could afford…
So…what were you hoping my coaching would cost
so you could get started?
Whatever # they give you, ask them this:
So if I could tailor my coaching to fit into that budget, you
really want to get started, but you just can’t afford (your price)
If they say no…maybe they are wasting your time.
But most people will say yes.
So change your terms of your program to meet their needs.
Example:
let’s assume you have a 52 week coaching program that is $10,000
It comes with 52 lessons and 52 weekly calls, plus some extra training.
They can’t afford $10k.
They tell you they were hoping for $500 a month.
Ask them what they like most about the training.
They’ ll tell.
Build the program on that….
For example – they like the weekly calls –
But don’t need all the extra training –
You could suggest 6 months of weekly calls and weekly
training, minus the bonuses…for $500 per month for 6 months.
You win…you sold $3000 in coaching.
They win…it fits their budget and they solve their problems.
yes, it sounds too easy to be true.
it’s not.
It’s what I used to do to sell 44% of the qualified people I talked
with on a coaching program.
You can too.
Till later,
Sean Mize
Email 31 –
You Need Some Products to Sell To Your Clients
Well the subject line pretty much says it all.
But really, you need some products to sell to your clients.
What if you were to record for one hour per week for 10 weeks?
You would have a 10 hour home study course?
What if you did that for one year?
You would have 5 10 hour home study courses.
How many of your competitors have 5 10 hour home study courses???
Just do it!
Sean Mize
Email 32 – Write an Ebook
That’s right – write an ebook.
How fast do you type?
20 words per minute (slow)?
then you will write 1200 words per hour.
That’s 50 hours for a 60,000 word (200 page) ebook.
Type 40 words per minute (faster) – 25 hours
Type 80 words per minute – 12.5 hours.
Look, just do it.
Type for 12 hours a week.
Every month you would have a new ebook to sell.
How many of your competitors have 12 ebooks?
Just do it!
Sean
Email 33 – More on writing an ebook
Okay, so I left you hanging a little bit yesterday, huh?
Ok, I’ve fixed it…I’ve attached my classic ebook writing tutorial.
Use it.
Write an ebook in the next 30 days.
To your coaching success,
Sean Mize
Email 34 – are you getting anything out of these emails?
This isn’t a trick question –
Do you like getting these emails?
On my count, this is your 34th content email.
Unless I’ve juggled some things since writing this.
But serious, do you want to get more
email based training…or do you want me
to take you off the email training list?
Let me know….
To your success,
Sean
Email 35 – what is the best part?
So…I see you are still here.
So…what is the best part?
What is the best part about reading these boring emails everyday
from me?
What do you like most?
What do you like least?
What do you want to change in your life?
What is the biggest thing you have done in your coaching business in the last 35 days?
What is the one thing you could do in the next 7 days to be able to call this a really
successful week?
Ok, just some random questions.
I do random questions. Sometimes.
Sometimes they really help.
I must be delirious.
Cheers,
Sean Mize

Maps Hero

A Fast Cash Foot-in-the-Door Strategy
to Win Local Business Ownersʼ Trust
And Grow Your Local Marketing Consulting Business
1
Introduction
Google is the giant among the world’s search engines, accounting for more than
70% of all global search traffic.
A study conducted by Local Search Engine Optimization Mike Blumenthal found
that Google is the search engine most used by consumers searching online for local
businesses, accounting for more than 60% of consumer searches for local
businesses.
And, as you can see from the illustrations on the next page, Google’s own research
shows that local business search results have a powerful influence on consumer
buying behavior, with 1 in 3 local business searches leading to a visit to a store.
Source: http://blumenthals.com/blog/2014/02/17/which-sites-do-consumers-use-to-find-a-local-business-why-ypcom-
is-facing-headwinds/
2
Source: https://think.storage.googleapis.com/docs/how-advertisers-can-extend-their-relevance-withsearch_
infographics.pdf
3
The Maps Hero Opportunity
It’s clear from the statistics above that consumers are using Google every day to
find and do business with local businesses.
If a local business has not yet claimed and optimized their Google My Business
and Maps listing — or if they have an existing listing but the information there is
inaccurate — then they are in real trouble, whether they realize it or not.
This is where you can be their “local hero” — by educating local business
owners about the sales opportunities they are missing, and creating — or fixing
— their Google business listings to give them a competitive advantage in their
local marketplace.
In my personal experience, local business owners are happy to pay $200 – $500 for
this valuable service, because getting found on Google leads to more consumer
calls, more visits and more sales. And, mistakes in their Google listings can have
an immediate and dramatic impact on a business’ income if their customers can’t
find them fast online and end up going to competing businesses with more
prominently displayed and better optimized Google listings.
In this report, we are going to show you how to help your local business clients
“get on Google” while making some easy fast cash. Once you have demonstrated
your capabilities and won the business owner’s respect and trust by getting their
business set up on Google, you can offer even more recurring revenue services to
build your own business.
4
Introduction
If you have ever searched online for a local business, you will recognize the
Google 7-pack local business listings (see Figure 1 below). As you can see, each
listing has a link to a Google+ page and the listing with the most 5-star reviews
stands out from the other listings:
Figure 1: Example of Google Local 7-Pack listings
To identify good prospects for this service, simply conduct a Google local search
yourself and look for listed businesses that have not claimed or optimized their
Google+ pages, as well as businesses that have few or no Google reviews.
5
Note how the 5-star
reviews stand out for
this company!
I’d estimate that 80% or more of local business owners have not claimed or
optimized their Google My Business pages and have no idea that they should do so
or how to do so.
Step 1: Claim and Verify The Client’s Google My Business Page
If the client does not already have a Google My Business Page set up, you need to
visit the link below and select the client’s business type. Then follow Google’s
instructions to set up the client’s Google My Business Page.
https://plus.google.com/u/0/pages/create
For local businesses, you should select either Storefront (if customers come to the
client’s place of business) or Service Area (if the client is a plumber, contractor or
other trade business that provide services at the customer’s home or business
location.)
Step 2: Optimize The Client’s Google Business Profile
The client’s Google My Business profile has two components: The Google+ page
(which is what most people will see) and the Google Maps Listing.
New Google business pages set up through the Google My Business platform are
automatically linked to their Google Maps listing. However, older G+ Pages or G+
Local Profiles may not be linked to their Google maps listing.
6
To see if the client’s Google Business Page & Map Listing are linked, login to the
Google My Business Dashboard, click on the page you want to manage, and click
on the Gear Icon at the top right side of the Google Business Page. (See Figure 2
below)
A new page will open where you can customize the settings for the client’s Google
Business Page. (See Figure 3, below):
7
Figure 2
Figure 3
Scroll to the bottom of the Settings page and look for the Profile section. If the
Google Maps listing is connected to the Google My Business page, you will see
the message, “This page is connected to Google Maps.” (See Figure 4, below.)
If the Google My Business page is not
connected to the Google Maps Listing, you
will need to go to Google Maps (https://
www.google.com/maps/) and type in the
business address in the search bar. The
business name should show up at the address
you have typed in. (See Figure 5, right.)
8
Figure 4
Figure 5
Click on the business name and then click on
the small gear icon in the lower right side of
the page to access the Google Maps link. A
new screen will pop up with the link to the
Google Maps listing. Copy that link and go
back to the Google+ page and paste the maps
listing into the space provided at the bottom of
the Google+ page edit screen.
(See Figure 6, right.)
Once the Google Map is linked to the Google Business Page you can start
optimizing the client’s map listing. Go to Google Map Maker (http://
www.google.com/mapmaker) and position the client’s map pin at their front door,
edit the map categories, edit the business NAP (Name, Address Phone) data, and
remove or edit inaccurate information. (Note: as of May 27, 2015, Google was
updating the Google Mapmaker tool and it has deactivated the mapmaker tool
while the updates are pending. Google says it will reactivate the mapmaker tool
after they have completed the updates.)
When you are satisfied with the accuracy and completeness of the Google Maps
listing, return to the Google+ listing. Make sure that the Google Map categories are
identical to the Google Business Profile categories, and be sure to populate the
“About” section of the Google Business page with keyword rich content about the
business’s products, services, and areas served.
Make sure the website URL is linked in the Google Business Page, and that the
business hours and other optional information is populated.
Google Maps Incubation Period
Google may impose a 2-month waiting period for new Google Business listings
before they begin to rank in the Google 7 Pack. If you have recently made
substantial edits or changes to the website, Google+ Page, or Map Listing, the
9
Figure 6
client’s Google My Business page may be stuck in the 2-month incubation period.
If you’ve followed the steps above, and you can’t get into the Map rankings, you
may be stuck in this incubation period, or you may be competing with other
businesses that are jockeying for position on the Google 7-Pack.
Step 3: Local Directory Listings
Google’s July 24, 2014 “Pigeon Update” (See http://socialseoweekly.com/
googles-pigeon-update-can-make-or-break-you/) placed increased importance on
local directory listings as a factor in local search results. The best place to begin the
local directory submissions process is with the top four “data aggregator”
companies (Acxiom, Factual, Infogroup and Neustar Localeze). These companies
disseminate business listing data to more than 300 other business directories all
around the web.
Because accurate local business directory listings are an essential component of all
Local SEO efforts, this task is another value-added service you can offer your local
business clients as an upsell to the Google My Business / Google Maps service.
Educate your clients about the value of expanding their total web presence by
having hundreds of citations and listings all pointing back to their website, and
charge them according to the added value this brings their business.
You can either create the listings for your client manually yourself, or use services
such asWhite Spark (http://www.whitespark.ca/), Moz Local (https://moz.com/
learn/local/listings) or Yext (http://www.yext.com/) to create the listings for your
clients on a whitelabel basis and sell the service to the clients at a profitable
markup.
Your job is to ensure that the client’s Business Name, Address, and Phone Number
(NAP) is consistently listed in every directory. The more Google sees the accurate
NAP information, the more credible you are as an established business in Google’s
eyes.
10
Step 4: Update Google Business Page Content Regularly
Google has confirmed that the frequency, engagement, and quality of Google
Business Page posts is a ranking factor for Map Listings, and can help businesses
get in — and stay in — the 7-Pack.
This gives you an opportunity to sell your clients on yet another service: Content
creation and content management to improve their chances of getting into — and
staying in — the Google 7-Pack listings by regularly posting new content and
photos to the Google+ page. All content you create and post on Client websites,
Facebook business pages and other social media properties can and should be
shared on their Google My Business page as well.
Case Example
The new owner of a local Paint The Own Pottery shop needed help fixing her
Google My Business Listing. When she bought the shop, she did not realize the
importance of an accurate Google My Business listing for her shop. Only after she
bought the shop did she realize that she did not have the login details she needed to
edit and manage the shop’s Google My Business page.
The shop’s original Google My Business page (also known as a Google+ page or
Google Business Listing page) had been set up by the previous owner’s webmaster.
The new owner made numerous attempts to contact the original webmaster to
obtain the login information she needed to assume ownership of her shop’s Google
Business Page, but the webmaster never replied to any of her emails. That’s when
she called me for help.
11
The Magic Phone Number:
How to Get a Google Rep on the Phone to Help You
Since we were not able to get login access to the client’s Google Business Page to
update it properly, the only way to gain access to her page was to contact Google
directly. Google’s standard procedure is to send your message to the Google
Business Page’s existing owner/manager and ask them to cooperate with you. But
this can take weeks! What you really want is to be able to get a Google rep on the
phone with you for immediate resolution of the problem. This is where you get to
shine as the Google Maps hero for your clients!
Google doesn’t make it easy to find their direct support phone number.
I tried calling the Google Support Phone number listed in search results, but after
going through their voice mail instructions to connect with a Google My Business
support agent, my call kept getting disconnected.
12
Finally, after much searching, I stumbled across the magic link that I am sharing
with you now that you can use to get a Google support agent to call you
immediately and assist with fixing incorrect Google Business Listings. Click the
link below to access a Google Support Rep on the phone:
https://support.google.com/business/contact/local_pages_editing_help?
hl=en&ec=incorrect_biz_info&cfsi=incorrect_biz_info&cfnti=escalationflow.e
mail&cft=3
When you click the link above, you will be taken to a new screen that looks like
the page you see below. Fill in the required fields to proceed to the next step.
13
On the next page, you will be asked to provide the name, email address and a call
back number. Once you complete this information and submit the page, you will
receive a call from Google almost immediately at the phone number you provided.
(See illustration below.)
Once we got the Google support agent on the phone, they were very helpful in
assisting us with assuming ownership of the client’s Google My Business page. To
verify that the new business owner was legitimate, Google placed a call to the
business phone number and provided a PIN number which had to be entered into
the Google Business Page before the page could be edited and updated.
IMPORTANT: Be sure to speak with your client in advance and arrange to have
your client available to pick up the phone at the business’ official listed phone
number before getting the Google rep on the phone, as they will be calling the
business owner to verify their business information. You don’t want to waste
your time and the Google rep’s time by having them place a call to the business
owner, only to discover that they are not available to speak with the Google rep
when they place that call.
14
Once this task was completed, I was able to login on the owner’s behalf and update
the Google page with the business’ current information, including an updated
website link, business description, current hours of operation, a new cover image
and photos of the business.
The updated Google Business Page quickly rose to the top of search results for the
phrase “Paint The Own Pottery Fairfax VA.” This is a benefit to the business
because it makes it easier for local customers to find her shop online and click to
call for directions or additional information right from their mobile phones.
Disclaimer
Google’s algorithm (the rules and guidelines that determine which business listings they display
at any given time to any given individual) may have changed since this document was published.
While the steps outlined below were working for us at the time we published this document,
Google may have changed its procedures since then.
If the client is in a business niche and location where the associated Google 7-Pack (or 3-Pack) is
already filled with competing companies that have claimed and optimized their Google business
profiles, it will require more effort on your part and the client’s part to displace those existing
companies in the 7-pack or 3-pack results — especially if the listed companies have plenty of 5-
star reviews on Google and other online review sites. There is no guarantee that you will be able
to displace those companies in the 7-pack or 3-pack search results.
Nevertheless, if you follow the steps outlined below, you will have created an important online
asset for the client’s business — the essential foundation they need to get found on Google and
listed in the Google 7-Pack and Google maps.
Copyright 2015 – All rights reserved.
Yvonne Herbst, Herbst Marketing, http://herbstmarketing.com
Jack Hopman, http://www.jackhopman.com
You may not copy, sell or distribute this document
without advance written permission from the author.
15

Easy Flipping Cash

Easy Flipping Cash

Table of Contents
1. Introduction Page 2
2. How This Method Came About Page 4
3. Game Plan Page 12
4. Niche Research Page 15
5. Product Creation Page 20
6. Finer Details Page 27
7. Flippa Listing Strategies Page 32
8. Scale Up Page 41
9. Conclusion Page 43
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1.
Introduction
Welcome.
Here’s a short little intro about yours truly. My
name is Osman Safdar.
I’m originally from Pakistan and born and
brought up in Bahrain. I live and work in
Bahrain.
By morning I’m a construction site engineer
and by night I mutate into a savvy internet
marketer. So basically I studied B.Sc Civil
Engineering and graduated back in 2011.
There have been times when I hated
engineering and at certain times I start liking it. Bottom line is this: I
used to be a very lazy couch potato kinda guy. It certainly didn’t help
me with my online business ventures. But when I got the job, it fired
up my butt and turned me into an action-taker which in turn affected
my online biz in a positive way – I mean, I became less lazy and more
action oriented in all areas of life – including my online marketing. Just
something to think about. Just shoot me an email if there’s anything
else you wana know about me.
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Let’s talk about this product for a minute. This is a case study where I
show you how I created a starter website and flipped it on Flippa for
$255. I go deep into the niche selection process because it really
matters and it helps create the case for a valuable starter site that
potential buyers might want to look at. It sets the tone for the rest of
your work on the website. Then I cover the product development
process, some more details and then a whole chapter dedicated to
Flippa strategies that worked for me.
So yeah, that’s what this course is all about.
Alright, I’m gona wrap up this intro and get right into the real stuff.
In the next chapter you will learn how I actually came up with this
method that I’m going to share in this guide.
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2.
How This Method Came
About
What You Will Learn In This Chapter:
– Introduction to Curezone.com
– Step by Step Instructions on how to conduct niche research on
Curezone.com
Frustrated
I’ve been a lurker on Flippa.com for a long time. I also listed a couple
sites and domains earlier but didn’t see much success. I was throwing
away money for no ROI. It really got frustrating. You can imagine –
Watching how others flip their sites for hundreds and thousands of
dollars and yet when you list something on flippa, nothing seems to
work for you.
That’s when I turned for some professional help.
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The Saudi Guy
So I started looking for mentors online. I preferred someone who
lived nearby so I could meet them in person. That’s when I found this
amazing internet marketer who lives in Saudi Arabia. We exchanged a
few emails and we decided that he will teach me all his strategies for
$497. I agreed to his proposal and we scheduled 3 sessions in the
coming few weeks. He used to drive all the way from Saudi to Bahrain.
He did really teach me some really cool stuff to make his road trips
worthwhile.
Now here’s the thing: He didn’t teach me anything about Flippa. Nop.
Basically he gave me an over-the-shoulder tutorial about niche
selection process, how to outsource product creation, selling it via
ClickBank etc.
The most most valuable teaching I got from him was about niche
selection process. I took that and tied it in with Flippa and the result is
the Easy Flipping Cash method which I’m about to reveal right here in
the upcoming pages.
I give the credit to this dude for the awesome niche selection process
that he taught me.
Niche Selection
So here’s what I learned about niche selection from him:
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First, this deals with the health niche only. As you’ll see later on, the
website that I flipped was based on a health related topic – women’s
health in particular. And a very narrow topic within women’s health.
Second, the idea that I’m going to show you will definitely help you
identify hot high demand health niches you can target.
➔ Don’t worry if you don’t know anything about the health
industry.
➔ Don’t worry if you’re not an expert in any health market.
➔ Don’t worry if you’re not even “Passionate” about health!
➔ Just keep this in mind – health is an ever-green niche that you
can never go wrong with.
Is it important to be “Passionate” about your niche?
Quite clearly, NO. Self help gurus and the “Just Believe In Yourself”
types may as well just sit there close their eyes and keep on chanting
“I am rich” affirmations… but you be an action taker. Find profitable
niches and develop solutions which cater to their market. Your market
doesn’t give a damn about your passions and beliefs. Your market has
some problems, you need to develop products that solve that
problem for them. That’s the whole story.
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Alright. So my friend from Saudi introduced me to a forum called
“Curezone.com”
Never heard of it? Me too. I never saw someone talk about Curezone
on Warrior Forum or anywhere in the internet marketing world. But
it’s a place where some unknown marketers make a lot of money
from.
So let’s go to Curezone.com
As you can see, all health and medical related topics are nicely laid out
along with the last posted time.
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In this screenshot you can see the that the last post or comment was
done 180 seconds ago! The “m” means month. “S” is for seconds and
“h” for hours. You can see some forums where it says 21h for
example “Vaccination Debate”. It means the last post or comment was
made 21 hours ago, so it means that the Vaccination Debate forum is
much more active than “Evolution”. So there are less people hanging
out in the Evolution forum.
Let’s click and open the Evolution forum. You’ll notice that most of the
posts are actually very old. So this isn’t a good niche to target.
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Let me show you how to sort the forums by hits and popularity. Click
here: http://www.curezone.org/forums/a.asp?q=4&o=3
This will show you the top most popular forums.
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As you can see, Candida is the most popular forum here. It means
there’s a lot of demand for this niche market.
Next thing you should do is dig deep into the candida forum. Read
through the posts and see what people are saying. Are they asking for
help, are they using words like “problem”, “need”, “pain” etc? If yes,
then this is a potential buyer’s market.
You can create an info-product about candida and advertise it right on
Curezone!
The links on the right side are all ads.
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Pretty cool stuff eh?
I bet you’ve never heard about Curezone.com on any other WSO 😀
Anyways, that’s how you can drill down and search for a profitable
health niche to create your product on.
More about niche research in the next chapter. Actually not the next
chapter but the one after it 😀
Action Steps
1. Go to http://curezone.com
2. Hover you mouse over “Forum” in the top
navigation menu and select “All Forums by Hits”
3. Pick one of the topics/niches with recent
postings.
4. Scope up the market by reading a few posts on
the thread.
In the next chapter you will learn the nutshell version of Easy Flipping
Cash method, along with a summary of each step.
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3.
The Game Plan
What You Will Learn In This Chapter:
– Overall game plan
– Quick introduction to the components of this system
Here’s the nutshell version of what this method is all about. Details
will follow in upcoming chapters.
1. Pick a valuable niche
2. Setup the product
3. Setup a trust-inducing website from where you’ll sell the product
4. Flip the website
Let’s dig a little deeper into each of these.
1. Pick a valuable niche
The niche you select must have a good number of monthly
searches for it on Google. It must be a niche where the audience
is actively looking for solutions. The niche must not be over
saturated. In the next chapter I’ll show you a very simple way to
pick niches which fulfils this criteria in as little as 5 minutes 🙂
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2. Setup the product
Once you’ve identified the niche, next step is to develop a
product that caters to this niche market. You can either create
one yourself or outsource it or even buy a PLR product and
rebrand/customize it according to your needs.
3. Setup a website that instills trust
Once the product is ready, now it’s time to develop a website
which will have your sales page to sell your product. Besides the
sales page, there are a couple more elements that need to be on
the site to gain the potential buyer’s trust and confidence. More
on that later.
4. Flip the website
That’s it. Now you’re ready to flip the site. I’ll share all my flippa
listing strategies in an upcoming chapter.
That’s it. Notice I didn’t say a word about traffic generation or
monetization. That’s because this course is focused on flipping starter
sites (sites that have zero traffic and zero buyers).
You must be wondering why would anyone be interested in buying
such a site? Well that’s because the way this site is developed is what
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creates a perceived value in the mind of the buyer. The buyer
perceives value because of these reasons:
1. It’s a unique, untapped, high-demand niche.
2. The hard work of product creation is already done (by you).
3. The website ingests trust and confidence.
In the next chapter you will learn the one website that I
recommended to conduct your niche research from. As a matter of
fact, the research has already been done for you for free!
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4.
Niche Research
What You Will Learn In This Chapter:
– Highly recommended website for easy niche research
– Using Google Analytics to verify the demand of your niche
– How to check up the competition on Google
The curezone tip that I shared with you earlier is not the one i used to
come up with the niche for this website that I flipped. The curezone
method actually inspired me to look for more ways to do niche
research…
… And that’s when I discovered this amazing resource:
The Neat Little Niche Trick That Did Wonders For Me
I’m sure you’ll agree that the curezone idea is amazing. But here’s
what’s even better…
The curezone idea actually inspired me to discover a much more
simple process to discover amazing niches in as little as 1 minute! For
free! So even though I just shared with you the curezone research
process in detail – that’s not what I myself used to create my niche
website for this case study. But it’s certainly valuable and it’s what
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inspired me… so I gave away the curezone strategy to you. You’re
welcome.
But here’s niche research on steroids…
NicheHacks.com
Voila! I swear I have no affiliation with this website. It’s something I
came across while looking for easy niche research processes. And
when this turned up, I instantly got hooked.
Go to http://nichehacks.com and explore it.
It’s owned by Stuart Walker. This amazing dude has listed 100’s of
untapped niches for free on his website. Pure gold mine. Just visit
nichehacks.com. Click on “1781 Niches” on top and sign up for free.
You’ll get a link in your email with all niche research works.
Note: I am not affiliated with nichehacks.com in any way
That’s what I did to pick my niche. I mean just take a look at this list.
All the hard work has been done for you basically. These are untapped
niches with high demand… ready to be exploited.
So the niche that I chose? Breastfeeding Diet!
It’s a health sub niche.
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It targets women.
Pregnant women, first time mothers, nursing mothers etc.
I’d be nuts if I say that I’m an expert in this niche! I’m not. Neither am
I passionate about. All I cared to know was that this is going to be a
pure money-maker.
Of course, I don’t advise you to throw rubbish products around just
because all you care about is money. Nah, that’s not what I’m sayin.
What I’m saying is that at this step just look for high potential niches.
In the following chapters when we talk about product creation, I’ll tell
you how to create high quality products in those niches which you’re
not even familiar with. So that will be taken care of.
So back to my niche…. “Breastfeeding Diet”
Verification from Google Keyword Planner
To verify it, I opened up Google Keyword Planner and ran a search for
the keyword.
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So yes, this has a lot of searches per month.
Next, I wanted to check the competition…
Competing Products in The Same Niche
Google comes to rescue again. This was also a tip the Saudi friend
gave me. What you need to do is, search for your niche or keyword on
Google and then look if there are any related ads or not.
Use the “SEO Global” Chrome extension to show the search results
from US.
Not even a single targeted product for this niche!
Good.
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When that happens folks, you’ve got a winner.
Action Steps
1. Go to http://nichehacks.com
2. Click on 1781 niches on the top navigation bar.
3. Sign up
4. Check your email for a message from stuart and
follow the links in the email
5. Access a ton of free done for you niche
researches and pick one!
In the next chapter you will learn how I created the product outline
for my ebook, for a niche that I had no knowledge about!
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5.
Product Creation
What You Will Learn In This Chapter:
– General introduction to product creation
– How to create amazing product outlines even when you don’t
know anything about the niche you’re going after
The niche market I selected was totally new to me.
So, how do you create a product for a niche that’s totally new to you?
Others would suggest you should first read a couple of books on the
topic so that you become an “expert”. Although that’s a good advice,
it’s not always the most interesting thing to do.
I mean, just imagine…
… How about if you wanted to develop a product in a niche which you
HATE?!
Or a niche you’re not even PASSIONATE about?!
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Would you then like to spend countless hours reading up on that
topic?
I know I wouldn’t.
I crafted this technique out of desperation.
Here’s what I mean…
During my niche research I discovered a market which was literally
untapped. It had freaking 9,900 monthly search volume on Google.
Desperate people. But guess what? There was no product/solution
catering to this audience. The light bulb went off and I knew I had to
tap into this money-sucker.
But it was a niche I had no interest in!
Heck it wasn’t even for my gender! But I sure wanted to develop an
info product for this market. And as you know, every info product
begins with an outline. So here’s exactly how I had the outline
developed…
I went on to Fiverr and looked for researchers and writers. After some
trial and error, I found a reliable writer who had good reviews and
ratings.
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Next I contacted her and instructed her to research the particular
niche I was after.
I instructed her to look for pains and frustrations. Then I told her to
organize the research report in 10×10 topics. So for example let’s say
the niche I am working on is “Sore Throat”. I told the fiverr seller to dig
out the pains, frustrations and questions that audience in this market
are exhibiting. I told her to organize them as topics and create 10
main topics and 10 sub topics under each main topic. So that makes a
total of 100 topics! That’s called the 10×10 matrix. I gave her a sample
of the 10×10 matrix from the gardening niche.
Here’s the sample I gave her…
Sample of main topics
– Basic Concepts of Gardening
– Vegetable Gardening
– Fruit Gardening
– Inside Gardening
– Outside Gardening
– Gardening in Tropical Climates
– Gardening in Cold Climates
– How to Plant
– How to Take Care of Weeds
– How to Preserve Your Vegetables
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It took her a few days to complete the research and she came back
with an astonishing outline of 100 topics 😉 The whole gig costed me
$25.
From those 100 topics I shortlisted some 30 topics and used that as an
outline for the info product.
Here’s what you need to do next…
Use this approach when you’re not an expert in your niche nor do you
have the desire to become an expert. Once you pick the niche, head
over to fiverr and start looking for quality writers and/or researchers.
You need to develop the whole product out of the outline.
So you simply find good writers on Fiverr or anywhere else and
instruct them to write informative articles (upto 500 words per article)
on the 30 topics you shortlist. Then compile them in a pdf ebook and
you’re good to go 😉
This outline technique is part of a product creation method I devised
for niches where you’re not the “expert” nor do you have to desire to
become an expert.
I mean let’s be frank…
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We’re info product developers. What we ultimately want is to develop
products for “profitable” niches. Right?
And soo many times it happens that you come across a niche that’s so
profitable that it just makes senses to cater to its audience.
And then what happens?
Nothing.
Someone else comes along and taps into that niche…
While you keep on watching the money flying right past your eyes.
What held you back?
Why did you stop?
Maybe you lacked the knowledge and expertise…
Maybe you didn’t have enough money to outsource the product
creation…
Or maybe you weren’t “Passionate” about that niche!
Thanks to slapstick self help gurus and marketers who keep on
pounding you with things like “You need to passionate!” and “You
need to develop your passion into your business”!
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Breaking News: You’re a businessman and “Profitability” is what you
need to be passionate about!
That’s why and how I developed this product creation method I’m
talking about.
I found a niche that’s a freaking money-maker.
A niche that has virtually no competition.
A niche full of desperate audience.
So what the heck if I am not “Passionate” about this niche?!
So what if I “Hate” this niche?!
“I’m not gona just sit here and tell myself how screwed up my life is!” I
said to myself.
That’s how this clever strategy was born.
It’s a method that lets you create high quality info products in niches
that you don’t have any knowledge in.
And it let’s you do that in a shoestring budget without entirely
depending on outsourcing.
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I have disclosed the full details in a step by step in my Product
Creation Hacks video course .
I have already given you the outlining strategy in this chapter. But
that’s just the beginning of what this method is all about.
If you want to learn more about it and how to buy it… click the link
below.
http://easyflippingcash.com/oto2/
In the next chapter you will learn about what your website should
ideally include.
Action Steps
1. Create a product outline or outsource it on
Fiverr
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6.
Finer Details
What You Will Learn In This Chapter:
– Miscellaneous details to be kept in mind
– Getting free virtual US mailing address
– Importance of keeping Adwords in mind while setting up your
site
Here are a few things to keep in mind while you’re developing your
starter sites:
1. Your website must look like a complete package , like
something that was created specifically for your target audience.
So one-page fancy sales page websites won’t work. Make sure
you have extra pages on your website that adds credibility.
Things like an “About” page where you talk about yourself or
about your journey that lead you to create this product. And
“Contact” page too. Don’t look like a salesman. Appear like
someone who’s faced the same problems as your niche
audience and then through lots of struggle you overcame the
problems and now you’re offering your solution to your market.
Quick Tip: To setup a website you’d obviously need to get a domain name.
Domains usually cost $10 per year. But you can get them for $1.99 on GoDaddy. I
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made a quick video showing exactly how to do that. Here’s the video:

2. Personalize . Use a pen name if that’s what you want. That’s
what I did for my breastfeeding diet website. I used a pen name.
I also used an image of a lady whom I took written permission
from. That way I injected personality into the website and made
it more real and alive. I also developed a whole persona around
that lady. Like “I am a mom of 3 kids… I live in California and run
a home business coaching practise…etc”.
3. Use video testimonials. You can get them created on Fiverr.
Here are my favorite fiverr gigs for getting video testimonials
done:
– https://www.fiverr.com/jaynesays/create-a-natural-looking-testi
monial-video?funnel=809d0f31-e202-40e5-8007-4277ab9393ee
– https://www.fiverr.com/joeyperezwest/be-your-english-or-spanis
h-video-spokesperson?funnel=989fb378-827a-4d4f-9f88-e59c88
042cee
– https://www.fiverr.com/lisamarie7/video-testimonial-review-as-a
-doctor-fun-or-serious-spokes-model?funnel=7ee8e83b-6c33-49
88-9f60-3ae7554f3680
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4. Don’t forget the legal pages: Terms & Conditions, Privacy
Policy, Earnings Disclaimer and so on. You can go to various
sites and rehash their legal pages etc. specially if you’re
strapped for time..
… But for a complete and professional legal forms solution, click
here to check out this prestigious Legal Forms Generator
developed by Cyber Lawyer Mike Young. It’s my recommended
choice when it comes to everything related to legal pages.
Here’s the link again:
http://easyflippingcash.com/recommends/legalforms
5. Think about impressing Google Adwords. That’s right. Make
your website keeping Google adwords in mind. It’s not easy to
impress Google and get into their adwords program.
If you know Adwords, you know what i’m talking about. They’re
very strict as to who they accept for their adwords program. One
page wonder websites gets rejected by adwords. And once you
get banned from Google, it’s very difficult to get back. So you
better play safe than be sorry.
So make sure your website is Google-friendly.
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You might be wondering if it’s allowed to advertise sales pages
on Adwords…
Im not an expert on AdWords but here’s my 2 cents:
Yes it’s allowed the advertise a sales page on Adwords. Having a
sales page is not what turns off Google AdWords. What really
turns off Google are sites that don’t look legit, that don’t have
any contact info, sites that don’t have any legal and disclaimer
pages… sites that don’t explain their business model well
enough… and sites that appear like their only purpose is to
harvest emails.
So you may not have the intention to run traffic to your website from
adwords – and I promised that I’ll show you how to flip websites that
have no traffic – but just to make your website meet high quality
standards, keep adwords in mind while working on your website.
That’s all what I’m trying to say.
Now, you may want to take a look at the actual website as well right?
Well, the website that I’ve been talking about is this:
http://thebreastfeedingdiet.com/
The way this site looks right now is not the way i designed it. The new
owner of the website changed its theme etc.
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Luckily, there’s a copy of my original version of the site on
Waybackmachine. Here’s the link:
https://web.archive.org/web/20141218094732/http://thebreastfeedin
gdiet.com/
So click this link and take a look the site the way I had developed it…
checkout its structure and simplicity.
With that said…
… Here’s something else you may want to know:
How to Get US Phone Number and Virtual Address For Free
It’s extremely important that you have a proper contact page on your
website, where visitors can reach out to you. This is again keeping
adwords in mind. No contact page = Banned from Google. You might
be thinking what’s the big deal. Well it IS a big deal. We’re talking
about creating sites that haven’t made a single cent in earnings. If
your website does make some earnings then this will be enough to
entice buyers on Flippa. But since your website doesn’t have any
earnings, that’s why you want to make sure that your website does
well in every other aspect. And having proper sales page, contact
page, about page etc helps a long way into that.
Right. So you may want to market your product to prospects living in
USA only. In that case, you must have a valid US phone number and
mailing address.
Here’s how I did it for free:
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1. Get free US voicemail number from here:
http://voicemessage4you.com/
2. Instead of “Buying” a virtual address in US, just a free US mailing
address from sites like http://usabox.com or viabox.com. Simple.
People usually get these address to buy stuff from US and get
them delivered to their country. But we’ll use this address to
make our website become legit 🙂
A Word about “Manipulation”
I know I know… some of you might think this is all manipulative. Well I
beg to differ. It’s not manipulative because you’re not intending to
actually run traffic to this site. Our aim is to create starter sites which
have zero traffic and zero sales. So why am I telling you to go the extra
mile to ensure you have a proper contact page in place and a persona
(of a lady, in my example)? Because your website itself will become a
“demonstration” for the potential buyers on Flippa. You’ll be selling
these sites based purely on potential and nothing else. That’s the
reason why we are paying attention to all the little details.
It must be feeling like a lot work when you read this, but trust me,
executing these steps is fast and easy… and once you get the hang of
it, it becomes kinda automatic.
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In the next chapter you will learn my take on how to do auctions on
Flippa. Some of it goes against conventional wisdom. I also go into
great detail about my own flippa sales letter.
Action Steps
1. Plan out your website.
2. Get the legal pages done.
3. Outsource video testimonials on Fiverr.
4. Read Google Adwords policies.
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7.
Flippa Listing Strategies
What You Will Learn In This Chapter:
– My top Flippa strategies
– Detailed explanation of my Flippa sales letter
Alrighty. Here are the Flippa strategies that I used. These are the
strategies that worked for me and they are not necessarily set in
stone. They might be different for different scenarios and/or type of
sites. But as far as starter sites are concerned, I’m pretty confident
that these tips will work for you too. Beware, some of these go against
the conventional Flippa wisdom that people like to throw in our
industry.
With further ado, let’s begin.
★ Auto-approve the bidders.
Every “expert” says you must use manual approval for bidders so
you can weed out the non-interested ones and only get
genuinely interested bidders. But I say: Set it to auto-approval in
the beginning. At least for the first few days. This will kick things
up on your auction listing. It will help in getting some initial
activity on your listing. The more bidders you have, the more
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chances that you will get on the first page of “Most Active”
section of Flippa. This section: https://flippa.com/active-listings .
The goal is to get on the first page of this section as soon as
possible. However towards the end of the auction…
★ Accept the bidders manually.
That’s right. Weed out the tire-kickers in the end 🙂 By that time
you’ll have interested bidders on your auction already.
★ Use low reserve price.
Use low reserve price. I used $1 as the reserve price. This again
will get you more action on your listing. Will this invite those
bidders who don’t really have any intention to buy? Yes, but we
tackle this by…
★ Using Escrow service.
People who want to scam you will shy away when they see that
you only accept Escrow as the payment method! Do you see
what we’re doing? We’re opening floodgates of bidders to get in,
but filtering them out by using Escrow and by using the manual
bidder approval towards the end. It’s about pull and push. Pull
maximum visitors in, the push the bad ones out.
★ Post frequent comments.
Post daily comments on your own listings. A typical comment
you can always use is “ X number of days left!”. Be creative with
this. People read all the comments, so it’s a good place to
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highlight some benefit the winner/buyer of the auction will get.
Even if you have to copy/paste a phrase or a complete sentence
from the sales letter itself. Do it. This again increases the
chances of getting into the “Most Active” section.
★ High BIN price initially.
This is something I just tried out of curiosity. I’m not sure if it
impacted my listing positively or not. But I wanted to give it
away to you anyways. So I set the ‘Buy It Now’ price very high
initially. Then as the auction came close to end, I started
reducing the BIN price….. as an incentive for those who were
really interested to buy. Though my site didn’t sell at the BIN
price. So this is something you may want to test yourself.
★ Throw in the bonuses later.
Same logic as above. I started throwing in bonuses for the BIN
buyer… in the last days of the auction. Just to give an incentive to
those interested.
★ Buy the screenshot upgrade.
This is the only upgrade I bought. The screenshot upgrade. A lot
of experienced Flippa sellers say that this upgrade really helps in
getting more attention and exposure. But most of them say that
this upgrade must be purchased towards the end. I don’t know
why. I bought it earlier because what this upgrade does is, it
places your website screenshot right next to your listing title.
Now the screenshot remains next to your title whether you buy
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it now or later. So I got it earlier. If anything, it will help you get
more views.
★ Tagline
Here’s the tagline I used:
“Business in a Box” Website in a High Demand Niche, No. Exp
Required.
Obviously you can’t say anything about traffic or revenue in the
tagline because in this case the website doesn’t have any traffic
or revenue. So you need to emphasize on the other strong
points. Here’s a possible list of strong points…. which starter
sites can use:
– high demand niche
– unique niche
– evergreen niche
– massive niche
– power niche
– low com. niche
– business in a box
– done for you
– custom built
– all hard work done for you
– specialized software
– never released before product
– no exp. required
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– easy to manage
– in just 10 minutes a day
And so on..
You get the picture right? Great. Let’s move on.
★ Site description
That’s the actual sales letter that you write on your flippa listing.
I’m not going to give away my exact sales letter to swipe . I
changed my mind 🙂 Here’s the link to this Flippa auction so you
can read the exact sales letter I wrote:
https://flippa.com/3845961-business-in-a-box-website-in-a-highdemand-
niche-no-exp-requried
I’m going to explain the basic ingredients of a good Flippa sales
copy so you can go out and crank out original sales letters that
you can write yourself. Read the following along with the my
flippa sales page so you can see the following guidelines in
action.
….Ready?
Here are the things that you must include in you Flippa sales
letter:
– Intro
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Here just write a welcome note and write a short summary or
something like an “Abstract” of your offer. Explain your offer in as
concise way as possible.
– About the niche
In this part, talk about the niche itself. How big, huge, unsaturated,
untapped, evergreen etc the niche is. Talk about the demand and the
competition. Then list out some statistics like Google monthly
searches for all the keywords in your niche market. This step is very
important. Then also write about how hard it was for you to discover
this niche. Tell people about the time and effort that went into
researching this niche and laying it out. What you’re implying here is
that “I’ve done all the boring and hard research work for you.”
– About the audience
Explain who the target audience is. We’re talking about things like
gender, hobbies, interests and needs. The target audience of my site
was: Newly weds, first time mothers and nursing moms. Apart from
that this is also targeted to husbands (who like to offer this as a gift to
their wife/girlfriend). So that’s what I wrote 🙂
– Profit potential
It’s very important to explain the profit potential. We can’t assume
that the reader will automatically know all about the earnings
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potential and all. You gotta explain it as if the person who’s reading it
is dumb (sorry, not being mean or insensitive, just trying to make it
easier for you). So in my case my website was selling a
custom-developed ebook. So I explained that “this has nothing to do
with affiliate marketing…. you keep all the earnings as YOUR profit… if
you sell this product at $47 a pop and you only make 3 sales a day…
that means you can easily make $4,230 a month!”. Get the idea? Right
here you also want to list down different ways of making money with
the website. Essentially you’re doing brainstorming for your readers.
This again instills the thought that all the hard work has been done by
the flippa seller.
– About the product
Here you dissect the heck out of your product! Talk about the number
of pages of your ebook. Talk about how many sections the ebook is
divided into. Talk about the quality of the writing. Talk about how
much effort, research and money went into putting this ebook
together (don’t give an exact number, just be descriptive… for
example: Hundreds of dollars and countless hours were spent in
putting together this unique product which is one of its kind in the
market ). Also say it out loud and clear that the winner of this auction
will get the original source document and editable 3d ebook cover and
instructions on how to modify them.
– About the website
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Be as descriptive as possible. Talk about the CMS (WordPress in my
case), talk about the ease of use of the website and its
user-friendliness. You can dig deep into this as well. Talk about how
easy it is modify the options of the theme. If your website is
responsive, say it! Write everything you can think of as far as the
technology of the “website” is concerned.
– Marketing plan
Say it out loud and clear that the winner of the auction will get a
complete marketing plan and explain the contents of the marketing
plan. Don’t give out the actual plan in the sales letter! Just tease the
reader with some minimal info… for example: The winner of this
auction will get a detailed mmarketing plan which will include the
exact free and paid marketing techniques you can use to promote the
website.
– About the domain
If your domain name is catchy, premium, memorable, brandable…
whatever… say it here. If its aged or has a high PR or good amount of
backlinks, say it here as well.
– How the site works
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Write about how the website works. Tell the readers that everything
has been setup for them and all the required plugins etc are included
and all that they need to do is drive traffic.
– Summary of what you get
Just list down a straightforward summary of what the auction winner
will get. This typically includes things like: Premium WordPress theme,
custom created ebook, Memorable and brandable domain name,
WordPress plugins, Marketing material, 30 day email/skype support
and so on. Of course, say it in your words and suit it to your offer.
– Payment terms
Just say that you only accept Escrow payment and fees to be split
50/50… or whatever your payment terms are.
– Exclusive bonus for BIN buyers
Include one bonus to begin with (for example one year free hosting)
and then keep on adding more bonuses if possible as you go towards
the end of the auction.
That’s it!
Action Steps
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1. Go through this chapter again!
2. Once your website and everything is in place, list
your site on Flippa.com
In the next chapter you will learn the steps I suggest you should follow
in order to scale up this business.
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8.
Scale Up
Here’s how I would scale up this business if I choose to go this
route:
1. Pick a WordPress theme and use it for all my sites I intend to
flip. No wasting time looking for new themes every time I
create a new site.
2. Make a folder of all the most common plugins I use. Upload
the whole folder via ftp rather than installing each plugin
separately.
3. Maybe get a WordPress clone plugin so I can get the sites
done fast.
4. Work in batches. Work on the niches first – 10 niches at a
time. Write down the niches. Then outsource the research
work on Fiverr, for all 10 niches. Get the products done for
all 10 niches. Then start working on the sales pages. Then
sort out the links, PayPal buttons etc. Then buy domains.
Then upload all sites to their respective domains via Ftp. And
finally start listing them on Flippa.
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This is called work in batches. It’s a kaizen methodology.
Kaizen is an amazing management philosophy developed by
Japanese. Check it up on Google. It’s interesting stuff.
Scaling up is all a numbers game. The more you do in the least
amount of time, the more money you make faster.
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9.
Conclusion
Here’s a summary of you learned in this guide:
1. Select a niche from nichehacks.com (Page 14)
2. Research the niche yourself or get it done from Fiverr (Page 19)
3. Develop the product (Page 19)
4. Create the website (Page 26)
5. List it on Flippa (Page 31)
6. Scale up (Page 40)
Special Offer for You
My WSO “Fiverr Fascination” has been received very well by buyers
with glorious reviews and testimonials. For example there’s this guy
who got a review copy from me. He liked it so much that he actually
purchased it! You can take a look at Fiverr Fascination and all the
testimonials here:
http://www.warriorforum.com/warrior-special-offers/1039932-highly-r
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EasyFlippingCash.com
ecommended-one-best-fiverr-courses-hit-marketplace-testimonial.ht
ml
Normally it sells for $12.
But for the buyers of this course Easy Flipping Cash, today I have a
special offer for you…
For just $7, you can get a copy of Fiverr Fascination… and I’ll throw in
my other two WSOs with it as well – for free.
To claim this special offer, simply head over to this link –>
http://easyflippingcash.com/oto3/
Related Products
You might want to take a look at my following products that
complement the Easy Flipping Cash system.
– Easy Flipping Cash Video Course
– Product Creation Hacks
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EasyFlippingCash.com
Thanks for reading this ebook. Hope you found it useful. Feel free to reach
out to me… here are my contact details:
Email: othmansafdar@gmail.com
Skype: osmansafdar32
Facebook group: https://www.facebook.com/groups/incomemanual/
Website: www.IncomeManual.com
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Easy Bookworm Cash

Easy Bookworm Cash

Make Money Reselling Books For BIG Profits!
LEGAL NOTICE
The Author has strived to be as accurate and complete as possible in the creation of this report,
notwithstanding the fact that he does not warrant or represent at any time that the contents within
are 100% accurate due to the rapidly changing nature of the Internet as well as other factors.
While all attempts have been made to verify information provided in this publication, the Author
assumes no responsibility for errors, omissions, or contrary interpretation of the subject matter
herein. Any perceived slights of specific persons, peoples, or organizations are unintentional.
In practical advice books, like anything else in life, there are no guarantees of income made.
Readers are cautioned to reply on their own judgment about their individual circumstances to act
accordingly.
This report is not intended for use as a source of legal, business, accounting or financial advice.
All readers are advised to seek services of competent professionals in legal, business, accounting,
and finance field.
You are encouraged to print this book for easy reading.
INTRODUCTION:
This method is one of my more “outside-the-box” creative methods. It’s not your typical
money-making ebook that you’ll find online, in the sense that it has nothing to do with making a
website, generating leads or traffic, it has nothing to do with affiliate marketing or anything
that you would typically find on the WF or elsewhere. However, do NOT let that discourage you or
turn you away. This is something you can do to make extra cash or even turn it into a full time
hobby (a money-making one of course)! Keep an open mind and remember that if you implement this
method → You will make money.
Onto the “main” introduction…
In today’s world, physical books are not as popular as they once were, but they are still a crucial
part of education, self-help, learning, entertainment and much more. So, don’t think that paper
books are “dead” by any means. Sure, ebooks are gaining immense popularity, but they haven’t taken
over quite yet.
Being that you’re most likely an internet marketer – or an aspiring one
– you most likely are a bit more interested in ebooks and digital formats, which is great! I’m sure
however, that you wouldn’t mind making money from physical books, would you? 😉
The great thing about physical books from a money-making point of view, is that you can acquire
books for extremely cheap → Whether it be from garage sales, yard sales, thrift stores, book sales,
or even get them FREE (sometimes by the box!) from friends/family or other sources. So let’s dive
into this neat method, shall we?
THE METHOD:
It definitely helps to have an iPhone or Android phone to do this method, because it revolves
around the BookScouter App for iOS and Android (it’s a FREE App), however, you CAN still do this
without one, but it will be a tiny bit more time consuming. BookScouter has a website, so you can
do this from ANY smartphone – OR you can simply use a computer. You must’ve had an internet
connection to purchase or download this report, so I’m sure you’ll have no problem here.
Basically, you will be re-selling ‘physical books’ to websites that offer to purchase pre-owned
books from people. What makes this method easy, is the BookScouter website and mobile application.
With BookScouter, you can scan the barcode (ISBN) of any book and within seconds it will tell you
how much you can sell the book for.
It will list all of the websites that are willing to buy that particular book and how much they are
willing to pay you for it.
Check out the screenshots below from my iPhone:
This is how you scan the barcode (ISBN)
number using your smartphone camera.

As you can see above, SellBackYourBook.com is willing to pay me
$4.50 for this particular book that I got for FREE.
Now, DON’T WORRY. If you do not have an iPhone or Android phone and are unable to download the
BookScouter app, you can simply use BookScouter.com from any smartphone OR from any COMPUTER.
The “ISBN” number is located on books, typically above the barcode on the back of the book. Look
for “ISBN” and then a number.
Where/How Do I Get Books to Sell?
You’re probably asking yourself “How am I going to get books to sell?” That’s actually the EASY
part! Nowadays, most of us have quite a number of books lying around our own house that we wouldn’t
mind getting rid of in order to clear out some space, is that something you can relate to? If so,
how would you like to make some CASH from those books that are taking up space and cluttering up
your house?
If you don’t have any books that you want to part with (I know some of us love our books and
couldn’t imagine getting rid of any) → No worries! You can get books for CHEAP or even FREE in a
number of ways. How?
For one, thrift stores and places such as GoodWill have people dropping off books by the box,
donating them because they don’t want them anymore. These stores turn around and sell these books
for as little as $0.25 cents a book! (Sometimes less). But follow me…
If you could buy a book for $0.25 or even $2.00 and then turnaround and sell it for $4.00… You’ve
just made an incredible profit on your investment! How many times could you do this a
day/week/month? How much EXTRA cash could you make just selling a bunch of books that you don’t
even want anymore (or your friends, family, co-workers, etc. don’t want anymore)?
There are even pre-owned bookstores that could potentially have deals on certain books that would
allow you to make a profitable transaction by purchasing it and then reselling it via BookScouter.
Craigslist.org is another great resource for getting books. Craigslist is
a FREE online classified ad site. Similar to the “Classified Ads” section of your newspaper, but
online. They have TWO sections that you
could use to find books. One is the “For Sale → Books” section where people are selling books and
there’s also the “For Sale → Free” section, where people are giving stuff away for FREE, including
books of course. You could get boxes of books for just pennies per book in some cases. Easy enough,
right?
Let’s talk about it some more…
So, we’ve established that BookScouter is a tool that you can use to scan books from your
smartphone (or manually enter the ISBN number on the website) and find out how much money different
online bookstores are willing to pay you for any particular book.
We’ve also established that you could easily acquire books cheaply at thrift stores, GoodWill, book
sales, garage sales, yard sales,
Craigslist, etc. and that you can likely acquire some FREE books from friends, family, co-workers,
etc. OR even start by selling some of your
OWN books that you don’t want/need anymore.
With the above information, you can almost immediately start making money by finding books, and
selling them to stores online.
How Does the Book Selling Process Work?
Good question. Once you scan the ISBN number of a book or enter it manually on the BookScouter
website, you will end up with a list of merchants who are willing to purchase your book. On the
website, it looks like this:

Take a look at the “Features” column. The “PP” symbol means they pay via PayPal. The little book
means they also pay via check.
The “$” symbol means they pay for shipping (most ALL of them do, which is really great since the
shipping costs will not affect your profits at all). And then there’s a link for you to “Sell Here”
which will take you to the website with instructions on shipping and selling your book(s).
It’s that easy!
After you click on “Sell here” or if you’re going through the process on your smartphone, you will
see that the book-buying websites will simply ask you to enter the ISBN number(s) of the book(s)
you’re selling them and you will “add them to your cart” only this time, your shopping cart will
actually make YOU money, LoL! Then, they’ll give you an address to ship the books to. When they
receive the books, they will make sure they’re not destroyed or in terrible condition and they’ll
issue your payment via your desired method (Check, PayPal, etc.)
How Does That Make YOU Money?
Although it should be pretty straightforward at this point and obvious how this method can make you
money, I like to be ultra clear when explaining things to students or readers of my reports.
You will be making money by profiting on the sales of these books. If you think about it, the money
is really made when you BUY or
otherwise acquire a book. For example, if you go to a thrift store and
bring your iPhone/Android with you, armed with the BookScouter app,
you can start scanning books and see how much you can sell them for online to these stores. If a
store will give you $5 for a book that you
can buy for $1, then by purchasing that book, you are making money. Because you are guaranteed to
get that $5 for it when you sell it, thus
giving you a 500% profit! The money is in the buying! (Or getting the
books for free of course).

HOW CAN YOU SCALE THIS UP?
It’s simple. More books = more money.
If you can make $30/day (you can achieve this from a small handful of books or even just one or two
of the right kind!), then your earnings would be just under $1,000/month.
Scaling up to $100/day would just require that you sell 3 books per day at a $33 profit. (or 10
books/day at a $10 profit, etc)…
I put this together mainly for people that are looking for “outside the box” ways to generate some
income and/or extra cash, without having to work for “the man.”
For some people, just making an extra $100-$200/month could be life changing. While others need
$100-$200 extra per week. I think this method could generate that and potentially even more if
someone is motivated enough and puts their mind to it. Taking action is KEY. Thinking about it
isn’t going to make anybody money. Getting out
there and selling some books WILL.
Get your friends or family in on it. Tell people to lookout for books that would otherwise be
thrown in the garbage or put into storage or an attic to collect dust and have them notify you or
pick them up on your behalf. You can offer people a share of the profits for helping you and you
could even potentially outsource this by having people go out and buy cheap books for you or look
for giveaways, etc. Get creative!
HOT TIP:
The best books to look for are educational books and informative books. These books can fetch BIG
BUCKS such as the examples below:
Try to look for books that are educational as opposed to just science fiction, etc. Try to get
college books! Books that people need for certain college/university courses fetch TOP DOLLAR.
However, ANY book could make you money so keep that in mind!
UK Residents:
There is a website called www.webuybooks.co.uk that works in the same way that BookScouter works
and you can type in the ISBN number for books and even DVDs, Blu-Ray Discs, Games, Music, etc.
THE METHOD IN A NUTSHELL:
So, here is a basic outline of what you’ll be doing with this
method:
1. Download the BookScouter App for Mobile Phones Here: http://bookscouter.com/mobile-apps (Or go
to www.bookscouter.com if you don’t have a smartphone)
2. Start scanning some of your own books if you have any that you’re willing to sell. Also ask any
friends, family, co-workers, etc. if they have any books they don’t want anymore that you could
take off their
hands. You could also always offer them to split the money with them if you let them know you’re
going to be selling them.
3. Go to thrift stores, GoodWill, used bookstores, look for book sales, garage sales, yard sales,
Craigslist and anywhere else that you could get a good bargain on books.
There are also places ONLINE that you can find books CHEAP (eBay, Amazon, etc) and flip right from
home…
4. Decide which websites will give you the most money for your books and start filling up your
“carts” on those sites with your books.
5. Ship out the books and then collect your money when they receive them!
6. Rinse and repeat!
Flip your flipping business?
My business partner, Dan, had a somewhat similar book-flipping business about 10 years ago…
He was able to sell it for just under $10,000!
So, let’s say you set up a system where you are consistently finding bargain books at certain
locations and making ‘X’ amount of profit…
You could potentially turn around and SELL your book-flipping business to someone who is looking to
purchase a profitable business. If you can prove profits, you’ve got a valuable asset!
CONCLUSION:
I hope you enjoyed reading this short, simple, NO FLUFF report on an easy way to make money
“flipping” physical books. I wish you the best success in your online endeavors!
Best, Shane N.

Easy CPA System

Introduction
Welcome to the Easy CPA Systemreport, and don’t be surprised if it is the
only one you need. You will find all the most important information within
these very pages. Not only will you pick up all the most necessary tips, you
will be guided through the archaic process of getting access to the largest
email lists, and collaborating with their owners – who will send out your
pitch. Of course, that pitch will be read by thousands and receive the most
genuine traffic.
You’ll realize how easy it is to truly make the most of your investment, and
you will be wondering why you did not find such a jewel sooner!
How are you supposed to set such a lucrative opportunity into motion?
Simple, you will need a CPA Affiliate Network account, an account with
AdClickMedia.com, only $150 to begin, and a domain name (This one is
not necessary, but is helpful).
This is how your earnings may look like
—————————————————–Page 1—————————————————–
Let me introduce you AdClickMedia.com
AdClickMedia.com is a major PPC Ad display and email PPC network; it
provides you with a multitude of ads to choose from, Banner Display Ads,
Full Page Interstitial Ads, Photo Text Ads, and the one we will be working
with, Email Pay-Per-Click Ads (PPC).
There are many reasons to work with AdClickMedia, but the main reasons
revolves around the fact that through AdClickMedia, you will get plenty of
high quality traffic. Now, we’re not just saying they will provide you with
high quality traffic, we know it. Why? Because they have over 900 million
ad impressions, and 37 million email data records that we can get access to!
All of that is for rent, which will bring in more than enough traffic. Those
amazing numbers do not include the 18 million plus email records they
have in the Biz Opp/Make Money Online/Internet Marking niche – keep in
mind that is only one niche of the many to choose from.
Though, it gets even better, they have anywhere from 2,000 to over 50,000
publisher list sizes, the BIG Email Publishers lists escalates ranging from 1
million to 10 million list sizes. Overall, they have over 300 hundred email
—————————————————–Page 2—————————————————–
publishers to choose from. This should be plenty to impact your CPA offer
campaigns.
With the ability to email out your own list or to rent one that someone else
has compiled, you will not find a higher quality traffic. But not only will
you rent their list, you can have them send out the email for your offer and
watch as the traffic piles on! That easy. You only have to lift a couple
fingers to make the magic happen.
Don’t forget that this is 100% opt-in Email Traffic, if it was possible to
reach 150% you could guarantee we would be giving you those numbers
too! However, this is the highest quality traffic, that you can get your hands
on, and don’t miss the imperative information found on “The Money Is In
The LIST” – We wouldn’t be surprised if you had read that prior to this
eBook, however, don’t take the information with a grain of salt, rather it is
the truth that will increase your traffic exponentially.
Moving on, we can now discuss one of the relatively higher quality traffic
strategies. Now, don’t think that increasing quality does not increase the
price tag, because all the best things are not free. Email Buys can be more
expensive in the beginning, but provide better quality traffic when
mastered.
You can’t find many advertising networks that will provide you with all
their secret data, especially not for free. You cannot just waltz into an
advertising network and buy all their email data or rent their email lists for
your own offers. That would take away their advantage! They make money
from their own lists.
Even top marketers have their own email lists, which is of course their
pride. When they want to make an impact, they bring out their lists, and
recommend a product. They do not just send something out and see no
results, it works, and that is why everybody continue to use it. There is no
use in having a list that does not receive.
—————————————————–Page 3—————————————————–
The big Publishers in AdClickMedia don’t take this lightly. They use the
sacredness of a list to their advantage. If the marketers were reckless about
their lists then no one would want to click on the offer that is provided, all
emails would be ignored. That is not what happens. When a marketer
releases an offer to their niche, it is taken seriously because there is a solid
relationship built between emailer and receiver.
Solo Ad providers have proven lists, much like Frank Kern, and that is why
we go to them to promote our offer. Solo Ad providers have made money
of their own lists so they know they work, and can sell them confidently.
AdClickMedia Email PPC does the same thing, but on a much larger scale,
meaning that they have so much more to offer than just a normal Solo Ad
provider. With tried and tested lists that have been built from the bottom up,
you could not expect better results, reliable enough for the people who
make them, they are reliable enough for you.
Now you can get excited as we
can start setting up your first
campaign
Below is a list of trusted and widely known CPA networks. If, you haven’t
joined some of them already, you can do it now.
MaxBounty
PeerFly
 Neverblue
 Clickbooth
 Adscend Media
 W4
—————————————————–Page 4—————————————————–
 ClickDealer
A few of the more common Niches that can be seen in the above
recommendations include; Biz Opp/ Make Money Online/ Internet
Marketing/ Forex/Binary, Insurance/Zip submits, Dating, Weight Loss/Diet,
and Online Educations. These are some of the more population niches that
you will find while searching through the publishers lists, but of course
these are not the only ones.
We also recommend going to CPA Review sites to make the most of the
available niches. You can have a look at OfferVault and AffPaying.com –
there you will be able to explore all the CPA networks and niches that
would be the best for your offer. This will help you to get prepared when
you sign up for a particular CPA Network.
How to get accepted in the CPA
Networks
Have you heard that it is impossible to get into CPA Networks? That only
the truly dedicated can weasel their way in. But that is not true, it is easier
than it looks. You just have to answer the questions with the right mindset,
for instance
Do you have incentive offers on your website?
ALWAYS SAY NO! It’s just like for google adsense, you cannot
tell people to click on your ads. Though now we are seeing more
and more content locking CPA networks so in that case,
incentivizing offers would be OK (through offering guides or
other downloads).
Are you with any other affiliate companies?
—————————————————–Page 5—————————————————–
The network is looking to see if you are new to CPA or if you
have experience. It’s best if you say you are apart of two or three
other ones. Choose whatever ones you’d like. This is to show you
have experience and that other networks have put trust in you.
There’s a sticky thread here that lists a whole bunch of them (the
network you are applying to will not check to make sure you are
apart of the ones you say you are).
What kind of offers are you interested in?
The network is looking to see what your niche is. If you’d
promote anything, just say you’re interested in promoting high
converting offers.
What is your internet experience?
The network is looking to see if you are a total newbie to CPA.
Even if you are it’s not that big of a deal. Just tell them how long
you have been interested in internet marketing (1+ years is ideal)
How did you hear about us?
This is more of a casual question. Just say their network was
recommended to you or that you searched for a good one in
Google and theirs came up
How do you get traffic?
Your response should be that you own an email list in a specified niche, and
that you do Email Marketing. Email marketers are a soft spot for the CPA
networks because email is one the best traffic sources, and the ad networks
drool over such credentials. Keep your answers honest, but remember the
audience that you are trying to reach and trying to convince with your
proposal.
With this in place it will be no time before you have a strong relationship
established with the affiliate managers in the network. You will not be
disappointed when you build a relationship with the affiliate managers, this
—————————————————–Page 6—————————————————–
is always a good tactic as you will make the higher payouts. Never forget
the importance of relationships in business.
Another Tip:
Don’t forget to follow up, this is a good relationship building technique that
will help you promote yourself within the network. Remembering to be
courteous and respectful is key, not only do you want to follow up and tell
them that you are happy to be a part of their network, but also that you are
available if they have any questions or concerns.
Another Tip:
Though this may not be the first idea that comes to mind, calling them is
also a fantastic way to set yourself aside from the crowd. When you want to
show that you are truly dedicated and serious about the position calling can
be a great way to accomplish exactly that.
Writing Email Copy That Converts
It will take a little work to master the art of writing Email Copy like a
professional, but with practice it will work out. Try to keep the email
creative, and remember that the copy will create the conversions because of
higher click rates.
Here is an example how an email copy should look
Subject: Facebook hack gets click for a penny!
Got a penny? Then that’s what you need to get serious
clicks for your facebook page
Time is of the essence so check it out asap:
—————————————————–Page 7—————————————————–
Facebook Hack To Drive Converting Traffic For Less
Than A Penny…
{Your link here}
Send serious amounts of Facebook traffic to affiliate
offers…or your own page.
Better yet! Offer this to your offline clients and
mark up the hell out of it.
Good email copies are short and sweet and to the point. They don’t take up
too much of the reader’s time, and they are engaging and interesting. The
above copy is also realistic, it does not promise outlandish dreams.
Each section is divided with links, with only short text between them. This
promotes action rather than passive reading, and there is no need for long
texts of explanation and persuasion. Then just opt-in for the CPA/CPL
offers and build your lists. (CPL means Cost Per Lead)
Don’t sell a product, free is always more appealing than putting a price on
something. Free CPA/CPL offers are a great starting point when considering
email marketing campaigns. Why? Because free provides a higher turnover
than products that require a purchase. People prefer and don’t mind free,
thus it acquires more converts and each convert will be $1.50 – $12 on most
offers.
The above example is applicable for anything in the following categories:
Biz Opp, Make Money Online, Internet Marketing and or Forex/Binary
—————————————————–Page 8—————————————————–
offers.
Email swipes should absolutely never be copied and pasted. What happens
if you are reaching the same people from a list, then they will know that one
is an exact replica of the other. It will be ignored, it won’t offer anything
new in the aspect of interest. Make it different and eye catching. You don’t
want someone’s offer chosen over yours because you only copied and
pasted. It is copy to use one already done as a template though.
The point is to get clicks, not over-looked.
However, you don’t have to make each copy completely unique, they can be
wide-ranging as in, easily applicable to other niches. That makes it easier to
quickly make a few edits and complete many copies in a shorter amount of
time.
For the complete beginners, we suggest that you go to the niche you wish to
reach, and find the proven email swipes, that way you can see what works,
and model your copy after that. We suggest sites like, ClickSure, ClickBank
,JVZoo, WarriorPlus, these work wonders for the Biz Opp niche. Specially,
ClickSure will provide you with emails that you can learn from quite easily.
Setting Up Your First Campaign
Signing Up:
First of all, we have to create an AdClickMedia.comaccount.
Don’t forget or lose your information!
—————————————————–Page 9—————————————————–
This is how the sign up page looks like
Fill your real info and then login at http://adclickmedia.com/m/adv-
login.cgi/adclickmedia
—————————————————–Page 10—————————————————–
Choosing the correct offers:
VERY IMORTANT: We cannot just choose some random offer from the
CPA network. We have to put a little more thought and effort into the
process. We want to know the most lucrative offer, whether it is for the past
week or two weeks. This is valuable information in choosing an offer, also,
any one you may have had an experience with would work just as well.
Here is our niche recommendations:

Biz Opp/Make Money Online/Internet

Insurance

Forex

Dating

Weight loss/Fitness

Online Education
Don’t be finicky! Be steadfast, and stick with chosen niche until reaching
success (that is why it is so important to choose a good niche from the start!
Then, begin small. The key is to choose offers that do not require a lot of
commitment on the part of the clicker. People are more willing to fill out
the offer that asks only for an email address, or ones that ask for a name,
address or zip code. These kinds of offers are not painful on the clicker.
This is not as invasive as the offers that are more time consuming and
lengthy, or even the ones that ask for credit card information.
Once you are more comfortable with the simple offers, then you can use the
Credit Card/Sale offers because these do work very well, but testing the
CPA/CPL offers first is a great way to get used to the name of the game.
—————————————————–Page 11—————————————————–
Our personal favorite is the CPA/CPL offers that are free for the subscriber,
it is a win win for us and them. The CPL offers are Cost Per Lead, which
are free for the subscriber and still provides you with money.
You can see why these are the preferred offers.
Ad Creation and Swipe
Finally, the good part begins. You will get to set up you CPA Email PPC ad
campaigns and you will get to choose what offers you are going to promote
to your lists. Since you have already chosen a Niche offer, we kindly
remind you to stick with it! Though, we are going to promote to the niche
on AdClickMedia Email PPC.
Keep in mind that when you choose a CPA offer, you will want to make
sure that it will accept Email Marketing traffic, if you don’t check you
never know what kind of work you will complete without a turnover!
Though, that usually will not be a problem because email is the highest
quality traffic, and who doesn’t want that?
So, login to the Advertisers Panel (it is the same information from your
AdClickMedia account, – the same information will also get you into the
Publishers Panel.
Then scroll to “EmailPPC Advertising”
On the Right Side it will say, “New Campaign”
Click the Blue button and you will be taken to a screen with plenty of lists
and categories choose from.
—————————————————–Page 12—————————————————–
This view will show the average CPC rates, this will fluctuate, and you
don’t have to worry about this. The system will take care of all the number
crunching, and leave you with the pretty product. You will see the averages
before you start, within your chosen niche of course.
While on this page, we want to select the Niche or Category you decided
upon, then you will have your offer selection. Thus, if you were to go after
the Biz Opp, Make Money Online, Internet Marketing niche, you would
select these 2 categories in the screenshot below:
—————————————————–Page 13—————————————————–
Then click “View Lists” to show.
Then you will see the total amount of subscribers for your Niche.
The above picture shows the Biz Opp niche as having more than 18 million
subscribers. As we stated in the beginning, there is more than a plethora of
lists to choose from and you will not run out of subscribers.
This page is the focal point of our operation, we will be able to get all the
necessary steps completed, promoting offers, building lists, all here. All the
best traffic is found here.
Remember in the beginning we stated you would need funds for your
account? The best traffic and the true act of making such money first
requires some investment. This is where the $150 come into play. You can
fund your account through a credit card, or PayPal. $150 is the minimal
investment possible.
Click “Start Email Campaign” found at the bottom of the page, to add the
funds your account.
Or, click the “Funds Tab” this will allow you to add your investment
through either Credit Card of PayPal.
—————————————————–Page 14—————————————————–
Getting Your Ad Approved
We get to do the most engaging part yet, setting up your Ad for approval.
To get to the nitty gritty:
Under “Offer Name” you will be able to give your campaign a Name.
Publishers will use this to see what your offer is. Some people have a harder
time coming up with something catchy, so if you would rather you can just
put the name of the offer you are promote. For start you can just copy and
paste the name of the CPA offer into the field.
Under “Offer Description” you will be able to give your campaign a short
description. This should explain what your offer is. For the Biz Opportunity
niche you really can just put Business Opportunity, or if you’d like to be
more thorough look at your offer and find out the landing page is all about.
This will provide you with the necessary information to create a wonderful
description.
Now onto, “Ad Design Service” Do not change this… unless you would
like to pay them to write your email. – If you plan on writing it yourself,
leave it as is:
“No, use the ad above. “
Next in line, “Landing Page URL” This is the fancy term for the link of
the offer (or opt-in landing page, etc) you are sending your desired traffic to.
Either copy or paste the link for the desired offer in the space provided, or
hide your affiliate link by using a tracking link. Don’t worry if that does not
—————————————————–Page 15—————————————————–
make sure, Tracking Links are explained in Step 4.
Publishers will not be able to view your Affiliate link nor the Networks
you’re using.
Moving onto, “Restrictions” This is important in providing the publishers
will instructions on what to do with your offer. You will be able to tell them
whether or not you want them to just email it out, and provide you with
email traffic only, if you would like something like incentivized clicks as
well. Typically though, we just want “Email Traffic Only. No Incentivized
Clicks.” – That is what we want.
Now to “Geo-Targeting” The last official step is choosing the GEO
Targeting options. This is very dependent upon the offer that you have
chosen because sometimes offers are localized to general regions or
countries. If that is the case then you need to put which country is being
targeted. If the offer accepts all major countries, then you can specify that or
target the “USA Only”.
Believe it or not, the United States of America is the top converting country
that provides the highest possible traffic to the emails. Thus, we suggest
putting “USA only”.
Before you submit! As with every copy, proof read, proof read, proof read!
Make sure there are no spelling mistakes, and as little grammar errors as
possible. The subscribers may not click on an offer if they find that the
email has very obvious errors. Time and effort are key.
Once you know that your copy is at its peak of perfection, you can click
Submit For Approval. After it is submitted for approval you will have to
wait for it to be approved this process is conducted by the wonderful staff at
—————————————————–Page 16—————————————————–
AdClickMedia, and may require some patience. However, the good news is
that you can expect your approval or refusal within a day or two.
You will be alerted to all the necessary changes that may have to take place
on your campaign, but once those changes are made you can submit for
approval again, and finally you will be live.
The staff at AdClickMedia does not approve emails that are similar to spam,
these emails would ruin their reputation and their business, and thus they
cannot let them be sent. Be careful not to use words that sound like spam!
Though, usually there are not many if any changes that are required for
approval.
Typically we have noticed a 10% or more conversion rate on average,
but when you build your own lists, you will see a 30% increase, after
the opt-in. These offers are free CPA offers that do not cost the
subscriber anything, and only ask for small information bits. These
offers payout from $1.50 to $12 or more. As stated before, getting
people to simply put an email address down is much easier than asking
for a credit card number.
Also remember that places such as Clicksure, Clickbank are great
resources for a creative copy email template. Once you alter these
enough, you will be able to come up with creative content all on your
own.
The CPC bidding is taken care of by their system, don’t worry about
that! Your focus should be on controlling your spending, and your
advertisements.
Just as we walked through, all you have to do is choose a niche, set up
the email, restrictions, geo-targeting and you are ready to start making
money for your efforts! Then conversions will turn into payouts. After
that we can ‘scale’ our campaigns, manage the amount we spend, and
put more campaigns into play that will bring in even more money!
—————————————————–Page 17—————————————————–
The key is to be steadfast! Continue with the same offer, find new
offers, utilize all the possible resources and continue to expand and
grow.
Checking Your Campaign
Your campaign has been approved, now what? You will be able to see it in
the Campaigns Tab under, Email PPC Ads.
You will have access to all of the statistics of your campaigns from Clicks
conversions if you setup your Tracking Pixel (this will be explained later),
the cost, and the status of your campaign. If you feel for some reason you
need to pause your campaign, you can do that too! Quite a convenient tool.
How to track success
Though this may seem confusing at first glance it is really pretty simple.
All you need to do to track your conversions is in your campaigns get the
tracking pixel and paste it into the Offer Tracking Pixel in the CPA
Network.
The key is getting the tracking pixel! Go to the Dashboard Advertiser Panel
and find your Email PPC Advertising, click Conversion Tracking Code.
The next screen will load and show the tracking pixel
Then just copy and paste the code into the tracking text field on the CPA
—————————————————–Page 18—————————————————–
Network. Then you will be able to hide your affiliate links. The tracking
services that are free are: Bit.ly and Tinyurl. Hiding your affiliate link is
not mandatory, though some may say that it is a good idea. With this
tracking you will be able to compare the statistics.
And To Summarize
You have been shown how to set up your AdClickMedia account, with
campaigns that are sure to bring in conversions. You are now able to set up
your own niche, offers, campaigns, write emails, send them out, and watch
as the results come flooding in.
Don’t forget the resources provided to you throughout the book, to help you
write email copy if you are not used to it and much more.
Since you are equipped with the knowledge, set up the CPA commissions,
and always remember that time and effort pays off in the end.
Keep in mind that different offers will have different results, and it may
take a few tries to truly get the hang of writing email copies and getting the
most out of each email, but nonetheless, do not give up. Keep with a niche
until you have found success in that niche.
Try multiple offers, give it a few week, have patience.
Advertising is a trade, and no one masters a trade on their first day. It takes
some advertisers years to master their skill, and even so they will would
never have dreamed that they could have it as easy as AdClickMedia makes
it for all of us.
Remember that without investment there can never be profit, so after you
are comfortable with the money you have made from your $150
—————————————————–Page 19—————————————————–
investment, “Scale” up, investment more, and expect more in return.
Keep in mind the free offers! Free CPA offers convert more, we iterate
specify that enough! Later, once you have more experience (with the task
of advertising) you can attempt sale offers. Maybe they work for you! You
just have to try. Though on average, free CPA offers get 10%, and Sale
Offers only get 1%.
Thank you for reading Easy CPA System
—————————————————–Page 20—————————————————–

CPA Traffic Mayhem

Cpa traficf mayhem

TONYMAC
All Rights Reserved
This information is for your eyes only. This eBook is for your own personal use and is not to be given away, traded, or distributed without the written consent of TONYMAC. This eBook does not come with and resell rights whatsoever. There are no guarantees of any kind, especially no income guarantees and you agree that our company is not responsible for the success or failure of your business decisions relating to any information presented by our company, or our company products or services. This eBook is to remain strictly in your sole possession.
Table Of Contents
Introduction………………………………………………………………………..3
Module 1: Getting set up……………………………………………………….5
Module 2: CPA networks………… …………………………………………..8
Module 3: Step by step guide ……………………………………………….12
Module 4: Picking the right keywords …………………………………..21
Module 5 landing pages & emailing………………………………………29
Module 6: maximum profits…………………………………………………41
Introduction
Hey its tonymac here…
I’ve been online since 2007 and make a living by making money online…
And helping others just like you do the same.
I want to start off by congratulations to you for getting CPA traffic mayhem
In case you haven’t figured it out yet…
This system is all about using Bing ads to make money in a simple step by step guide.
You see, Bing ads is an absolute goldmine just waiting for you to start with.
Which is why I’m happy that you put your trust in me and picked this up.
If you are a newbie… then this system is for you
If you have some experience…. then this the system for you as well
And even if you are a veteran marketer… this system is for you too.
The best part about Bing ads is that the clicks are super targeted and really cheap…
You literally can’t get this type of quality traffic anywhere else.
So please, I ask that you treat this system like gold and keep it safe..
As using it is going to make you some serious amounts of money.
The only thing I ask of you…
Is that you promise to take action.
Making money online isn’t all that hard, but it does require action.
So as long as you promise to yourself that you’re going to put this into action…
Then the only way to fail is by simply quitting or moving to something else new shiny object……
(Winners never quit & quitters never win)
And I know you’re not going to do that when you see the power of this.
Here’s to helping you make money…
Thanks for being a customer.
TONYMAC
Module 1: Getting set up……………………
In case you were wondering what this step includes…
It consists of signing up for a few sites.
First and foremost you need to sign up for Bing ADS (CLICK HERE)
I’m not going to run through the entire process because it is self explanatory…
But you are going to want to click on the Sign Up button.
(The setup page might look different depending on your country)
From there, the next page should offer you a $50 coupon to get
Started with if not contact the support team and they will set it up for you
Make sure you put in your information to get that $50
Now remember you have to put some money of your own into your
Account to get the $50 coupon also if you use HOSTGATOR.COM
They have a $100 coupon on offer to use on bing ads, or you could
Google bing Ads coupons there is a few places that offer a Whooping
$400 coupon But you have to go thru someone else’s system No matter
What something is better than nothing to help you reinvest back into
Your campaigns. Aside from all that, go ahead and create your account…
It’s easy and self-explanatory but don’t forget to contact the support
About your $$$$ coupon….

Next you want to sign up to clickbank you may already have an account
Here if you have just open it up…click here
Go ahead and click the SIGN UP link on the top right…
Once again, the sign up part is super easy.
Why Clickbank?
Well Clickbank has just about every niche you can ever think of…
And the amount of money generated by them is absolutely in the billions.
FACT
A Top clickbank marketer can make over a $50,000 in a day from 1 product launch when done right…..
Just to give you some perspective about the money being payed out there.
Ok Last but not least…
We have CPA networks.
CPA networks actually have people look over your applications to pick you out…
So unlike Clickbank that is free to sign up…
There’s a chance you might not make the cut with a few specific networks.
Don’t worry about that as there is loads of cpa networks to choose from.
I must be a part of about 10 CPA networks so I know what it takes to get in…
Module 2 cpa networks……………….
First and foremost, here is a list of awesome CPA networks…
Ones that I am a part of and also, recommend to you:
Max Bounty
Peer Fly
PROFITKINGSMEDIA
AFFILIAXE
W4
MARKET HEALTH
Ok now here are the goods on how to get accepted…
And I’m going to break it down into a few important tips.
So if you don’t know exactly what you will be promoting then…
Think of something, stick with it, and write it down on your application.
(Making money online is a always a good niche to start with)
Know Your Traffic Source
Let them know that you will be doing Bing PPC (pay per click)…
Just this one traffic source should be enough for them to set you up a account
If you go to an affiliate network and say you are going to do…
Facebook ads, Instagram, adwords, Bing, email marketing, etc…
They will know you are full of crap
They have seen thousands of applications before and they can sniff that out…
So aside from just putting down your one traffic source…
Be honest with your affiliate manger as they will tell you what is working with bing ads just ask them……
I have to accept and deny affiliates all the time for my own products…
So I’ve been on the other side…
And I truly know when someone is just going to waste time.
Affiliate managers take acceptances very seriously…
Because they want to protect their people from other people going out and spamming links.
Last but not least, sign up for as many networks as you can.
Some will accept you, some won’t… and that’s just the way it is.
Either way, following what I showed you above will put you ahead of everyone else.
WHAT OFFERS TO PICK
So now that you know how to sign up to CPA networks…
Let’s look at some types of offers that work best with this system.
Lead Generation / Email / Zip submit
This is where you get paid to get someone’s email…
And many times you might need to get more information as well.
Full name, address, email, and a few more.
These can offer payouts anywhere from $1 – $10 (and even higher sometimes).
The great thing about lead generation is that it’s easier money.
Just think about it, what is more likely to happen…
Get someone to put in their email or have someone put in their credit card details
However, since the clicks with Bing are so stinking cheap…
You are going to want to make the best of both worlds.
Sales
This is basically every offer on Clickbank.
You get paid a commission whenever someone purchases through your link.
TIP: When it comes to sale offers…
Many of them either have pages that auto play videos or have exit pops…
When it comes to Bing ads they don’t like that kind of stuff…
So make sure the offer you send out doesn’t have either of those as they won’t allow your ad to go live.
Module 3: Step by step set guide…………….
So we’ve made it… not so bad, right?
This is where I walk you through setting up a simple campaign.
I happen to pick an offer from Clickbank just so you can follow along.
TIP: I’m not saying this offer will convert so don’t copy it when you go…
It’s strictly just for showing you how to copy my process.
The offer I am going to use is for YOGA….
This can be found by going into Clickbank then Marketplace at the top…
From there simply search for YOGA and you can find it.
Now back to Bing… You are also going to click on ‘Create campaign’…
Then you want to always click on ‘Search & content campaign
Next we go to the campaign settings:
Campaign Name: Give it a name called your offer.
Time Zone: Enter the time zone you are in.
Campaign Budget: $5.00 (this is only to start with until you build it up)
Ad language: English
Locations: This one is important.
Now if you are running a CPA offer, they will tell you what countries are
Allowed like United States, or Canada so make sure to check the cpa offer.
Now for Clickbank offers, you want to use the 5 top tier countries.
These are the top tier 5 countries that always seem to buy.
United States, United Kingdom, Canada, New Zealand, Australia
Type those in or click browse and select them by clicking target…
Next click show ads to people in your targeted location
Now we move onto the next section, creating an ad.
So Ad Type will always be Text Ad.
Ad Title: you always want to use something that gets people’s attention…..
For this example I used: Get the sexiest body ever
Other types of titles can be pointing out their problems like
“Burn fat using yoga” you get the idea
Ad Text: I simply got this from the headline on the sales letter…
You will get a lot of ideas from the sales letters…
So make sure to have a good look over the sales letter for inspiration when creating an ad.
Display URL: Simply use the URL from the sales letter…
You need to use this as bing ads will not allow something else
Destination URL: This will be your affiliate link.
Now click on the PROMOTE button…
After doing that, you should get taken to a page that looks like…
Your account nickname is where your account nickname goes…
Then for tracking id put in something you will understand.
Now you don’t have to use a tracking link but it helps you know where all
Of your sales in Clickbank come from.
Then you click create and this page will appear…
The link on the TOP is the one you use; copy that, the other one you only use on a website…
Once you have it copied, paste it into your destination URL.
So when it is all done, here is what that section looks like again.
OK so let’s move onto the next section.
MODULE 4 PICKING THE RIGHT KEYWORDS………..
This section is all about keywords…
And I’ve come up with a few different ways of doing this…
The first way is to search with Bing itself now there is a few ways to do
this the first would be to click on research keywords and the second is by
entering a keyword and using some of the results that bing shows you on
that keyword, and you can also enter the url of another website and get
the keywords related to that website and use them
ok so click on Research Keywords then…
Find keywords containing a word or phrase
So you can also use the destination url to get some more keywords
Now you should have few keywords by now but that is not enough as
You are going to need about 300 at least so next you will go to
Google keyword planner
You’ll need a gmail account which is easy to sign up for once you get that
done then sign up for a google adwords account and go to the tools
section at the top of the page and you will see key word planner
So now I’m going to show you exactly what you need to do.
On the main page, you are going to want to click on…
Search for new keyword and ad group ideas…..
Once you click on that simply enter 2 or 3 keywords to get more ideas…
Don’t worry about anything else then click on Get ideas
Next you want to click on add all that is highlighted in red
After you have done that you can either download the keywords to your
desktop or click copy to clipboard
This is what you will see after you click copy to clipboard
And you can copy those to notepad.
You now have a TON of keywords to put back into your campaign.
TIP Be sure to copy and paste anywhere from 50-100 into Bing at a time
as to many keywords at once can make them freeze up
Now that you have all of your keywords…
Scroll down to the bottom and click ‘Save
The only thing you need to do here is Uncheck ‘Content network’
This will automatically take away the content network bid.
(the quality of traffic is not that good which is why we won’t be using it)
After that, you want to scroll down and click on Save and you’re
ALMOST done
Now you are going to be taken back to the main Campaign page…
You want to immediately click on your campaign link you made (yoga)
Then click on Keywords…
As shown in the picture
Next Click on the Select All check mark shown on the left…
Then click on the ‘Select all rows on all pages’ link.
What that does is select EVERY keyword that you have and from there…
Next we go to edit and click on change current bids…….
Now this is where we change are bids on each keyword to 0.05
(YES only 5 pence) this is because i,m based in the uk if you’re in the usa then it would be 5 cents
And then click Save and your campaign is now complete… well almost
Now we are are going to have a look at
Advanced Targeting
Once you have basically created your campaign with bing you then need
To go back to the settings page and fix it…..
So let’s do that, while still in your campaign, click on Settings.
Here is an example since we are using a yoga offer i feel that it is aimed
More for females and i don’t think there is to many 18-24 years olds
Doing it as we decrease that age group and increase the other age groups (but it all depends on your offer)
This is important to do if your offer is gender specific.
Aside from everything else in the settings tabs, this is the most important.
You can mess with mobile device if you like…
But FINALLY, you have now finished your campaign…
Just be sure to click Save on the bottom of the page
Module 5 landing pages & emailing………………..
In this module we will talk about how to get a domain name and hosting
And build a landing page with banners and place optin form so that you
will be able to build a email list and email more offers to your list
The software that i use for this method is instabuilder.com
I find that this software is the best for building landing pages, sales pages
Squeeze pages, funnels etc the reason why is that it’s a wordpress plugin
And its alot cheaper than leadpages and clickfunnels and does the same
Thing for a one of payment
Ok so hopefully you have got your hands on instabuilder as for the
Domain name i use godaddy.com or namecheap.com as for hosting i use
Hostgator.com as i feel that they are the best around, remember when i
said about the$100 coupon with hostgator its there waiting for you.
Ok so i,ll not bore you With the details as ill assume you understand how
To pick a domain Name And link it to you hosting account using
nameservers if you don’t Just go to youtube as they have loads of videos
on how to do this Also as a Bonus With this ebook i have thru in a
wordpress video Course just to help You understand wordpress abit
More and to help you out. Once you have set up your wordpress site and
Installed instabuilder also with instabuilder they show you the best ways
Of how to install there software with step by step tutorials.
From the wordpress dashboard click instabuilder
After that then click on to new page
You could use one of the templates but for this example we are going to use create from scratch as seen below
Now once you have done all this you will be left will a blank website page like this
This is where you start to build you landing pages by using the elements
On the left hand side. In instabuilder there is loads of tutorials and
Videos that will show you how to do this, so please play around with it abit and learn how it works.
I have created this landing page as an example that has been approved
by bing here is the website address http://offers2u.info/house
You get the idea now this is only a rough example that i made hopefully
You will be able to create something better, next you will need to add
Some content that relates to your offer, now if you are good at writing
Content then this will be easy, if not then don’t worry we have got that covered.
Here’s what you do, go to google and look for articles that relate to your
Offer make sure to add the word articles at the end of your search, also
Try ezine articles they have loads of articles that you can use. Once you
Have found a article then just copy and paste that article in to a notepad.
Next you will want to change that article a round abit maybe take some
Lines out of it and add some to make it your own or you could use a free
Article spinner to do this, just type into google free article spinner and
You will get one. After you have done that just copy and paste that article
Into you instabuilder landing page.
Now with instabuilder the easiest way to copy and paste is to
(ctrl + c) to copy
(ctrl + v) to paste
Now you have your content added you should also have your optin form
Added as well you will get this from autoresponder in the form of html code,
This is the important part to get bing to approve your landing page you
Need to add a privacy policy and optin disclaimer and terms of services
So go back to your wordpress dashboard and click on pages then click on
add new page
Once you have done that then i want you to copy and paste this privacy
policy template that i have set out for you and add your own website
Where it says YOUR WEBSITE HERE
Personal identification information
We may collect personal identification information from Users in a variety of ways, including, but not limited to, when Users visit our site, place an order, fill out a form, and in connection with other activities, services, features or resources we make available on our Site. Users may be asked for, as appropriate, name, email address, mailing address, phone number, credit card information. Users may, however, visit our Site anonymously. We will collect personal identification information from Users only if they voluntarily submit such information to us. Users can always refuse to supply personally identification information, except that it may prevent them from engaging in certain Site related activities.
Non-personal identification information
We may collect non-personal identification information about Users whenever they interact with our Site. Non-personal identification information may include the browser name, the type of computer and technical information about Users means of connection to our Site, such as the operating system and the Internet service providers utilized and other similar information.
Web browser cookies
Our Site may use “cookies” to enhance User experience. User’s web browser places cookies on their hard drive for record-keeping purposes and sometimes to track information about them. User may choose to set their web browser to refuse cookies, or to alert you when cookies are being sent. If they do so, note that some parts of the Site may not function properly.
How we use collected information
YOUR WEBSITE HERE may collect and use Users personal information for the following purposes:
 – To improve customer serviceInformation you provide helps us respond to your customer service requests and support needs more efficiently.
 – To personalize user experienceWe may use information in the aggregate to understand how our Users as a group use the services and resources provided on our Site.
 – To process paymentsWe may use the information Users provide about themselves when placing an order only to provide service to that order. We do not share this information with outside parties except to the extent necessary to provide the service.
 – To share your information with third partiesWe may share or sell information with third parties for marketing or other purposes.
 – To send periodic emailsWe may use the email address to send User information and updates pertaining to their order. It may also be used to respond to their inquiries, questions, and/or other requests. If User decides to opt-in to our mailing list, they will receive emails that may include company news, updates, related product or service information, etc. If at any time the User would like to unsubscribe from receiving future emails, they may do so by contacting us via our Site.
How we protect your information
We adopt appropriate data collection, storage and processing practices and security measures to protect against unauthorized access, alteration, disclosure or destruction of your personal information, username, password, transaction information and data stored on our Site. Sensitive and private data exchange between the Site and its Users happens over a SSL secured communication channel and is encrypted and protected with digital signatures.
Sharing your personal information
We may use third party service providers to help us operate our business and the Site or administer activities on our behalf, such as sending out newsletters or surveys. We may share your information with these third parties for those limited purposes provided that you have given us your permission.
Third party websites
Users may find advertising or other content on our Site that link to the sites and services of our partners, suppliers, advertisers, sponsors, licensors and other third parties. We do not control the content or links that appear on these sites and are not responsible for the practices employed by websites linked to or from our Site. In addition, these sites or services, including their content and links, may be constantly changing. These sites and services may have their own privacy policies and customer service policies. Browsing and interaction on any other website, including websites which have a link to our Site, is subject to that website’s own terms and policies.
Advertising
Ads appearing on our site may be delivered to Users by advertising partners, who may set cookies. These cookies allow the ad server to recognize your computer each time they send you an online advertisement to compile non personal identification information about you or others who use your computer. This information allows ad networks to, among other things, deliver targeted advertisements that they believe will be of most interest to you. This privacy policy does not cover the use of cookies by any advertisers.
Changes to this privacy policy
YOUR WEBSITE HERE has the discretion to update this privacy policy at any time. When we do, we will revise the updated date at the bottom of this page. We encourage Users to frequently check this page for any changes to stay informed about how we are helping to protect the personal information we collect. You acknowledge and agree that it is your responsibility to review this privacy policy periodically and become aware of modifications.
Your acceptance of these terms
By using this Site, you signify your acceptance of this policy. If you do not agree to this policy, please do not use our Site. Your continued use of the Site following the posting of changes to this policy will be deemed your acceptance of those changes.
Then create a new page again and call it opt-out disclaimer and copy and
Paste this template into it but don’t forget to add your website address and email address You may “opt-out” of receiving promotional emails from your website here by following the instructions in those emails. You may also send requests relating to promotional messages and your permission for sharing information with third parties for their marketing purposes by emailing email address here Opt-out requests will not apply to transactional service messages, including messages about your current website address here and services. Just one to go and your finished create another new page and this time
Call it terms of service and copy and paste this template into it
Terms and Conditions
In using this website you are deemed to have read and agreed to the following terms and conditions:
The following terminology applies to these Terms and Conditions, Privacy Statement and Disclaimer Notice and any or all Agreements: “Client”, “You” and “Your” refers to you, the person accessing this website and accepting the Company’s terms and conditions. “The Company”, “Ourselves”, “We” and “Us”, refers to our Company. “Party”, “Parties”, or “Us”, refers to both the Client and ourselves, or either the Client or ourselves. All terms refer to the offer, acceptance and consideration of payment necessary to undertake the process of our assistance to the Client in the most appropriate manner, whether by formal meetings of a fixed duration, or any other means, for the express purpose of meeting the Client’s needs in respect of provision of the Company’s stated services/products, in accordance with and subject to, prevailing English Law. Any use of the above terminology or other words in the singular, plural, capitalisation and/or he/she or they, are taken as interchangeable and therefore as referring to same.
Privacy Statement We are committed to protecting your privacy. Authorized employees within the company on a need to know basis only use any information collected from individual customers. We constantly review our systems and data to ensure the best possible service to our customers. Parliament has created specific offences for unauthorised actions against computer systems and data. We will investigate any such actions with a view to prosecuting and/or taking civil proceedings to recover damages against those responsible
Confidentiality
We are registered under the Data Protection Act 1998 and as such, any information concerning the Client and their respective Client Records may be passed to third parties. However, Client records are regarded as confidential and therefore will not be divulged to any third party, other than [our manufacturer/supplier(s) and] if legally required to do so to the appropriate authorities. Clients have the right to request sight of, and copies of any and all Client Records we keep, on the proviso that we are given reasonable notice of such a request. Clients are requested to retain copies of any literature issued in relation to the provision of our services. Where appropriate, we shall issue Client’s with appropriate written information, handouts or copies of records as part of an agreed contract, for the benefit of both parties.
We will not sell, share, or rent your personal information to any third party or use your e-mail address for unsolicited mail. Any emails sent by this Company will only be in connection with the provision of agreed services and products.
Disclaimer
Exclusions and Limitations The information on this web site is provided on an “as is” basis. To the fullest extent permitted by law, this Company:
 excludes all representations and warranties relating to this website and its contents or which is or may be provided by any affiliates or any other third party, including in relation to any inaccuracies or omissions in this website and/or the Company’s literature; and
 excludes all liability for damages arising out of or in connection with your use of this website. This includes, without limitation, direct loss, loss of business or profits (whether or not the loss of such profits was foreseeable, arose in the normal course of things or you have advised this Company of the possibility of such potential loss), damage caused to your computer, computer software, systems and programs and the data thereon or any other direct or indirect, consequential and incidental damages.
This Company does not however exclude liability for death or personal injury caused by its negligence. The above exclusions and limitations apply only to the extent permitted by law. None of your statutory rights as a consumer are affected.
Payment
Cash or Personal Cheque with Bankers Card, all major Credit/Debit Cards, Bankers Draft or BACS Transfer are all acceptable methods of payment. Our Terms are payment in full within thirty days. All goods remain the property of the Company until paid for in full. Monies that remains outstanding by the due date will incur late payment interest at the rate of 2% above the prevailing Bank of England’s base rate on the outstanding balance until such time as the balance is paid in full and final settlement. We reserve the right to seek recovery of any monies remaining unpaid sixty days from the date of invoice via collection Agencies and/or through the Small Claims Court in the event that the outstanding balance does not exceed £3000. In such circumstances, you shall be liable for any and all additional administrative and/or court costs. [Amend as appropriate]
Returned cheques will incur a £25 charge to cover banking fees and administrative costs. In an instance of a second Returned cheque, we reserve the right to terminate the arrangement and, if agreed to, we shall insist on future cash transactions only. Consequently, all bookings and/or transactions and agreements entered into will cease with immediate effect until such time as any and all outstanding monies are recovered in full.
Cancellation Policy
Minimum 24 hours notice of cancellation required. Notification for instance, in person, via email, mobile phone ‘text message’ and/or fax, or any other means will be accepted subject to confirmation in writing. We reserve the right to levy a £30 charge to cover any subsequent administrative expenses.
Termination of Agreements and Refunds Policy
Both the Client and ourselves have the right to terminate any Services Agreement for any reason, including the ending of services that are already underway. No refunds shall be offered, where a Service is deemed to have begun and is, for all intents and purposes, underway. Any monies that have been paid to us which constitute payment in respect of the provision of unused Services, shall be refunded.
Availability Unless otherwise stated, the services featured on this website are only available within the United Kingdom, or in relation to postings from the United Kingdom. All advertising is intended solely for the United Kingdom market. You are solely responsible for evaluating the fitness for a particular purpose of any downloads, programs and text available through this site. Redistribution or republication of any part of this site or its content is prohibited, including such by framing or other similar or any other means, without the express written consent of the Company. The Company does not warrant that the service from this site will be uninterrupted, timely or error free, although it is provided to the best ability. By using this service you thereby indemnify this Company, its employees, agents and affiliates against any loss or damage, in whatever manner, howsoever caused.
Log FilesWe use IP addresses to analyse trends, administer the site, track user’s movement, and gather broad demographic information for aggregate use. IP addresses are not linked to personally identifiable information. Additionally, for systems administration, detecting usage patterns and troubleshooting purposes, our web servers automatically log standard access information including browser type, access times/open mail, URL requested, and referral URL. This information is not shared with third parties and is used only within this Company on a need-to-know basis. Any individually identifiable information related to this data will never be used in any way different to that stated above without your explicit permission.
CookiesLike most interactive web sites this Company’s website [or ISP] uses cookies to enable us to retrieve user details for each visit. Cookies are used in some areas of our site to enable the functionality of this area and ease of use for those people visiting. Some of our affiliate partners may also use cookies. [If you do not use cookies, delete this clause]
Links to this website You may not create a link to any page of this website without our prior written consent. If you do create a link to a page of this website you do so at your own risk and the exclusions and limitations set out above will apply to your use of this website by linking to it.
Links from this website We do not monitor or review the content of other party’s websites which are linked to from this website. Opinions expressed or material appearing on such websites are not necessarily shared or endorsed by us and should not be regarded as the publisher of such opinions or material. Please be aware that we are not responsible for the privacy practices, or content, of these sites. We encourage our users to be aware when they leave our site & to read the privacy statements of these sites. You should evaluate the security and trustworthiness of any other site connected to this site or accessed through this site yourself, before disclosing any personal information to them. This Company will not accept any responsibility for any loss or damage in whatever manner, howsoever caused, resulting from your disclosure to third parties of personal information.
Copyright Notice Copyright and other relevant intellectual property rights exists on all text relating to the Company’s services and the full content of this website.
This Company’s logo is a registered trademark of this Company in the United Kingdom and other countries. The brand names and specific services of this Company featured on this web site are trade marked [delete this paragraphed clause if no registered trademark exists].
CommunicationWe have several different e-mail addresses for different queries. These, & other contact information, can be found on our Contact Us link on our website or via Company literature or via the Company’s stated telephone, facsimile or mobile telephone numbers.
Force Majeure
Neither party shall be liable to the other for any failure to perform any obligation under any Agreement which is due to an event beyond the control of such party including but not limited to any Act of God, terrorism, war, Political insurgence, insurrection, riot, civil unrest, act of civil or military authority, uprising, earthquake, flood or any other natural or man made eventuality outside of our control, which causes the termination of an agreement or contract entered into, nor which could have been reasonably foreseen. Any Party affected by such event shall forthwith inform the other Party of the same and shall use all reasonable endeavours to comply with the terms and conditions of any Agreement contained herein.
Waiver
Failure of either Party to insist upon strict performance of any provision of this or any Agreement or the failure of either Party to exercise any right or remedy to which it, he or they are entitled hereunder shall not constitute a waiver thereof and shall not cause a diminution of the obligations under this or any Agreement. No waiver of any of the provisions of this or any Agreement shall be effective unless it is expressly stated to be such and signed by both Parties.
General
The laws of England and Wales govern these terms and conditions. By accessing this website [and using our services/buying our products] you consent to these terms and conditions and to the exclusive jurisdiction of the English courts in all disputes arising out of such access. If any of these terms are deemed invalid or unenforceable for any reason (including, but not limited to the exclusions and limitations set out above), then the invalid or unenforceable provision will be severed from these terms and the remaining terms will continue to apply. Failure of the Company to enforce any of the provisions set out in these Terms and Conditions and any Agreement, or failure to exercise any option to terminate, shall not be construed as waiver of such provisions and shall not affect the
validity of these Terms and Conditions or of any Agreement or any part thereof, or the right thereafter to enforce each and every provision. These Terms and Conditions shall not be amended, modified, varied or supplemented except in writing and signed by duly authorised representatives of the Company.
Notification of Changes
The Company reserves the right to change these conditions from time to time as it sees fit and your continued use of the site will signify your acceptance of any adjustment to these terms. If there are any changes to our privacy policy, we will announce that these changes have been made on our home page and on other key pages on our site. If there are any changes in how we use our site customers’ Personally Identifiable Information, notification by e-mail or postal mail will be made to those affected by this change. Any changes to our privacy policy will be posted on our web site 30 days prior to these changes taking place. You are therefore advised to re-read this statement on a regular basis
These terms and conditions form part of the Agreement between the Client and ourselves. Your accessing of this website and/or undertaking of a booking or Agreement indicates your understanding, agreement to and acceptance, of the Disclaimer Notice and the full Terms and Conditions contained herein. Your statutory Consumer Rights are unaffected.
© YOUR WEBSITE HERE 2015 All Rights Reserved Dont forget to add your website name to the bottom of the page after you Have done all that then go to your landing page and at the bottom of the Page add a text element and type in the names of your pages one by one And then click the link icon that i have pointed to From here just add the link of the page that you have just created
Do this again for the other two pages, the reason for these pages is that
You are complying with bing ads guidelines and once they see these
Pages they will approve you, one other thing is when you fill in you
Display url in bing ads always use your domain name in the display url
But in the destination url you can use the name of you website page and
It doesn,t matter what you offer is as you can create as many pages as
you like all relating to different offers,
Once you have all that set up then its down to placing you ad and once
People start to see it they will start to sign up to your email list and this is
Were you continue to email offers that relate to them and by doing this
You will start to see your profits increase in a big way.
Module 6 maximum profits……………..
This section is going to be quick and easy…
All because I have shown you how to setup a campaign…
But not only that, this section is ALL about putting in more money…
And getting a more back in return, Once your campaign starts running…
You are going to notice that some keywords get traffic and some don’t.
What you want to do is start deleting some keywords doing nothing…
And with the top keywords, what you want to do is create new campaigns for them.
So let’s say the keyword ‘learning yoga’ was going well.
You would create an entire new campaign around only that 1 keyword.
And use that keyword for your tracking ID….
That way you know which keyword is bringing in sales for you!
So aside from doing that…
You want to base your Ad Title around your keyword as well
Last but not least, you can bump up your spending on that keyword
on your daily budget so if you were bidding $5 per day… do $10…
If you were bidding .05 on your keyword… bid .10
The thing with Bing is that scaling isn’t the fastest in the world…
However, it allows you to spend less to get the maximum profits…
It really doesn’t get any better than this…
seriously…
Where else can you get targeted buyer clicks for only 0.05?
I’m so glad and grateful that you have made it this far and have taken the
time and effort to do something about you own financial wealth and for
that I congratulate you
This is all a learning experience at the start so please do not give up or
move on to something else just take action and do it as I really do hope
that you use the information in this ebook and produce some great
results and income streams for yourself and you online business
Until the next time
Take care and focus and take action in life
Thanks

CPA Ultimate

CPA Ultimate

The Internet’s BIGGEST secret: CPA (Let the internet work for you.)
Copyright © 2015 by Matthew Ooi All rights reserved. No part of this publication may be reproduced, distributed, or transmitted in any form or by any means, including photocopying, recording, or other electronic or mechanical methods including information storage and retrieval systems, without the prior written permission of the publisher.
PROLOGUE As you‟re reading this, I would like to congratulate you on taking your first step to financial freedom. Before we begin, I would like to assure you that as long as you stick to this system, you‟ll make constant and consistent PROFITS and with extra knowledge you gain along the journey, improvise and scale up your work; you‟ll make it. Keep telling yourself that and keep grinding. I‟ll be on Skype/AIM and will answer your e-mails whenever I can. Make use of that. Don’t. Give. Up.
Table of Contents Getting started …………………………………………………………… 1 VPN Installation …………………………………………………………. 2 Nord VPN …………………………………………………………………. 5 Tracking software setup process (CPVLAB) …………………. 11 Getting into a CPA affiliate network …………………………. 28 Offer selection and Traffic sources ……………………………… 40 Pay-per view(PPV) Traffic Source: 50OnRed ……………………………………….…49 Creating a profitable campaign …………………………………… 55 Special Tricks and Tips ……………………………………………. 66 Traffic Source: TrafficHaus.com (Adult Traffic)……………85 PPC (Pay-per-click) Traffic sources… ……………………………. 94 CONCLUSION… …………………………………………………….. 95 BONUSES…………………………………………………………..…..96 ADVANCED SECTION……………………………….……..…..97 50OnRed Intext……………………………………..……….………..98
Some terms that will be used LEGENDS:
 CPA – cost per action
 CONVERSION –when a sale is made or lead is generated depending on the product/offer you‟re promoting. (Basically, you get paid if you get a conversion when a visitor finishes that “action”)
 PPV – Pay-per-view
 Display – Banner advertisement
 PPC – Pay-per-click
 Landing page – the page that a visitor lands on or sees
 Affiliate network – the „market place‟ that allows you to choose what kind of products/offer to promote
 Keywords – used usually in PPV and PPC traffic, they‟re what visitors search for in their search engine which triggers our advertisement
1
Getting started
Now, the following items that I am going to introduce to you are ESSENTIAL software to succeed. I will not cut cost for you; this is a NO BULLSHITsystem. If you read on, you‟ll understand why the following software/tools will help you in your journey and the products that I‟ve sourced for are value for deal.
However, optionally, you may choose to ignore BUT I HIGHLY RECOMMEND YOU NOT TO. These are tools that every successful marketer should have. If you decide to scrimp and save on these tools, do not blame anyone but yourself if you ultimately end up asking why you do not make any real money online.
You’ve paid for this eBook and I am eternally grateful and in your debt, you’ve made my dreams come true slowly with this purchase and now it’s my job to make yours come true, so I need you to trust me and stick with me.
2
Great! (Finally time you moved on to the real deal huh you naggy old man…) Before we really jump into the content, I need to warn you again, these‟re several things that yourequireabsolutely (if you want real profits) before we can begin.
First, we need a VPN. What‟s a VPN? It‟s a Virtual Private Network.
Why is it useful for me and why should I pay for it?
Later in the section, we‟ll talk about joining a CPA affiliate network. In a CPA affiliate network, there‟ll be lots and lots of offers/products for you to promote. Some will be familiar to you, some will not. Remember, the offers/products come from ALL OVER THE WORLD. That means there‟re offers/products in the Southeast Asia, Italy, Germany, United States, Canada, Spain etcetera and the affiliate network acts as a market place for us to choose an offer to promote and earn moneywhile the affiliate network itself takes a small cut from it. Still, what’s the use of a VPN?See, some offers are GEO-TARGETED. For example, if an offer is TARGETED to visitors in China, you‟d have to be located in China in order to view the offer/product‟s landing page. (A landing page is a webpage the visitor arrives on.) Even if a visitor from Germany or any other country decides to buy the product, YOU WILL NOT BE PAID. Chances are, they won‟t even get to view the landing page.
3
Let me show you what I mean. For instance, here‟s a screenshot I captured from my affiliate network. It‟s a coffee subscription offer worth $8 of pay-out if a sale is made.
Stay with me, it gets tricky from here on as things will get a little bit technical, but nothing we can‟t handle.
I‟m going to go ahead and preview the offer‟s landing page and this is what I‟ll see.
4
It‟s a dead-link. The advertiser has blocked out visitors that‟re not in the United States, refer to the red box that is arrowed out for you. The advertiser wants only SPECIFICALLY visitors from the US.
This is where VPN comes into play. I live in Singapore, a part of Southeast Asia, which is why I couldn‟t view the offer‟s landing page. Now assume it was the opposite, you‟re living in the US and you‟re trying to view an offer that is targeted in my country. It is again, ESSENTIAL that you do not lose any MONEY MAKING OPPORTUNITY. Do NOT assume that you will only want to do offers from the country you‟re from and forsake the other geo-targets. This is GRAVE MISTAKE #1for CPA marketers.
5
Your affiliate manager (also known as account manager) is assigned to you once you get accepted into the affiliate network. He/she will send you TOP performing offersand there will be INTERNATIONAL offers and if you only engage in offers in your country just because you want to save the cost on VPN, you will lose out. Those are essentially money left on the table waiting for someone to take and that person isn’t you. We’ll talk more about the affiliate manager later on in this system but now, let’s stay focused.
NordVPN
This is one of my favorite VPN to date. Rated highly by PCMag.com and it comes at a really cheap price. Go ahead and search the reviews if you don’t believe me. (ONLY $8, even cheaper if you opt for other duration.)
Once you’re ready to move on, go ahead and visit this link: https://nordvpn.com/pricing/?ref=KYoPMgg
By visiting this link and purchasing the software, you’ll allow me to earn some coffee money.  (CPA marketing at its finest heh..)
BUT.. if you think I don’t deserve it, you can still visit the webpage itself without following the given link. 
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This should be the page you arrive on. Go ahead and pick the plan that is most suitable for you. After you’re done, create your account and pay for it.
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After you’ve made payments, you’ll be re-directed back to NordVPN.
Go right ahead and login into your account. Head over to the “Download area” and pick a download most suitable for your OS.
Launch the application.
Enter your account details and login. What you’ll see is a list of countries that you can connect to. (And yes.. you can use the VPN for various reasons…. I shall not elaborate on that…. )
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Look at the box that I’ve highlighted. The example offer that we’ve selected only allows visitor from the US, so let’s connect to that.
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VOILA! You’re now VIRTUALLY in that country. (or whichever country your offer wants you to be.)
Now I’ll go ahead and preview the example offer’s landing page again and let’s see what I’ll get.
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TA DA!
NowI‟m able to view the offer‟s landing page correctly as compared to previously the dead-link. I can see what I am promoting and how to properly sell my product; Angelino‟s Coffee. Pretty sweet, isn‟t it?
The next part of this system is the TRICKIEST and MOST technical intensive section, so please pay close attention.
At this point of time, follow the steps closely and you’ll be fine.
Also, a reminder, if at any point in time you get lost, feel free to hit me up on Skype or e-mail me your question. I‟ll get back to you as soon as possible to answer your question, please be patient with me. If you really, really detest waiting, hit up the support desk; they‟ve experienced staff that can help with whatever questions you have. By far, they‟re the best crew I‟ve ever worked with hands down. Let‟s move forward!
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Tracking software setup process
The software we‟ll be using is called: CPVLab
I‟m sure you‟ve heard of other tracking software such as Prosper202 and such but believe me when I tell you this is one of the best out there and worth every single penny you pay. It is user-friendly, easy interface to use and basically almost everything is PREPARED for you. The question you might have now is: “Why do I need a tracking software? What am I tracking exactly?”
THIS IS THE MOST IMPORTANT TOOL OF THIS SYSTEM.
When you‟re promoting an offer, you should‟ve known by now, we‟re using Paid traffic but that‟ll be explained later on in this eBook.
We want to know what is CONVERTING for us and WHERE does the traffic come from in order to optimize our campaign. If we‟re able to know what helps us convert and where does the traffic come from, we‟re able to work on it and MAXIMIZE our profits.
Allow me to show you an example.
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Let’s say I am promoting this product: McAfee Anti-virus
What CPVLab does for me is that it receives the information on what converts for me and what keyword is the one responsible for it. Here‟s a screenshot from the statistics in my CPVLab:
I apologize for the image quality, I‟m working on limited resources but bear with me. Let me enlarge it for you.
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Here‟s a better one, we can see the top performing keywords for me on this campaign. On „norton‟ there is 2,239 views, „mcafee‟ has 2,555 views and „antivirus ned‟ has 748 views. The conversions are 2, 1, 1 respectively. What does this mean? It goes to show that, everytime whenever a visitor searches for „norton‟, „mcafee‟ or „antivirus ned‟ they will be shown MY ADVERTISEMENT for McAfee and when they decide to purchase it, I will earn money and every visitor that buys is ONE conversion. In this case, „norton‟ has 2 buyers while the other two has only one buyer.
CPVLab ALLOWS us to optimize our campaign for McAfee. I know now which keyword earns money for me and which doesn‟t. THIS IS CRUCIALLY IMPORTANT. The reason why it‟s called PPV is because you‟re paying for EVERY view(pop-ups) a person sees. Now, I know what converts for me and I can go ahead and delete keywords that‟re NOT convertingfor me so that I can stop wasting money.
This is how powerful and essentialthis software is. In essence, it also helps you keep track of your earnings and where the
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visitors come from. In cases, some offer allows geo-targeted INTERNATIONALLY but what if only one country specifically converts more for you? You can find that out as well. This way you can delete the countries that‟re not converting for you and save a lot of money.
I will teach you more about the functions later on. Like I said, everything is optional and if you feel like you don‟t need them, go ahead and skip this but I will recommend you not to and stick to the system.
If you‟re ready, let‟s move on.
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CPVLab has to be installed online onto a web hosting server, you can then view it online anywhere and anytime you want. (Even on your mobile phones.)
In this case, if you have a web hosting server of your own, use it. If not, I‟ll recommend BeyondHosting. I‟ve never had any issue with this web hosting for as long as I‟ve started doing CPA marketing. It also has one of the best support team. You can skip this part if you have your own webhosting and proceed to installing CPVLab. For those who don‟t, stick with me for a little while.
Go ahead and click on this link or paste it into your browser: http://www.dpbolvw.net/click-7809640-11940023-1411148544000
Also, this helps me again with a bit of coffee money, if you think I‟m undeserving, visit Beyondhosting‟s website separately. 
This should be the page you arrive on.
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TIP: Here‟re a few promo codes that I‟ve found for you and you can use them when you check out to save some money.  1: 25OFFQUARTER
2: 35OFFHALF
3: 45OFFYEAR
4: GOGOBH50
5: BHCLOUD30 1: Quarterly Billing – 2 billing cycles at 25% off. 2: Semi-Annual Billing – 1 billing cycle at 35% off. 3: Annual Billing – 1 billing cycle at 45% off. 4: Monthly Billing – 1 billing cycle at 50% off. 5: Monthly Billing – 1 billing cycle at 30% off.
You can only use one code. Pick one wisely and use it. (promo code may expire but a simple google search should get you their new promotional codes.)
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Ok, here‟s what you need: 1. Domain 2. Single SSL Certificate 3. Virtual Private Server (VPS)
Let‟s start with Domain. Go ahead and click on “DOMAINS & SSL” on the top tab. (Highlighted in red box) Click on „register a domain‟, you‟ll arrive at this page.
Register a domain of your choice. It can be anything you want. They would give you a few recommendations such as .net .org .pw etcetera but just choose .com for simplicity sake. This is the page you arrive on.
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Tick on the free addons. Proceed to update cart. You should see this page now.
STOP.
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Do not pay for it yet, we still need SSL Certificates and VPS. Go straight back to the top tab and click on „Domains & SSL‟ you will arrive on this page.
Go ahead and click order now on ‘Single Domain SSL Cert’.
Here‟s what you‟ll see.
ENTER YOUR OWN DOMAIN’S NAME THAT YOU REGISTERED PREVIOUSLY.
Proceed to update cart.
Lastly, go back to the top tab again and go for VPS. Click on „Managed Linux VPS‟. I repeat, „Managed Linux VPS‟. It doesn‟t matter what OS you are on.
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This is what you should see.
We will go for the „STARTER‟ package.
Click on ‘Order now’.
Use the domain that you‟ve registered. “iwanttogetrichnow.com” is an EXAMPLE that I‟m using. Please do not use this if you‟re confused.
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Go ahead and pick the billing cycle you’re more comfortable with and click on Add to Cart.
This is the final page we should all arrive on. The total amount should be $119.99 USD. Double check and confirm. BUT WAIT… Go ahead and scroll down; fill in your PROMOTIONAL CODE that I‟ve provided above.
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When you’re done, complete the order and voila! We’re done. 
YOU SHOULD RECEIVE A FEW E-MAILS FROM BEYONDHOSTING WITHIN 24-48 HOURS. ALLOW 48 HOURS FOR YOUR WEBSITE TO FUNCTION.
Check your e-mail for this mail titled ‘Getting started.’
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It should look something like this.
When you receive this e-mail, we’re ready to install our tracking software – CPVLab.
When you’re ready, let’s move on.
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I can’t reiterate enough, this is the most important tool in our system or any successful CPA marketer. If you’re not going to purchase this, think twice. Remember, this is a ONE-TIME payment only.
Proceed to visit this link: http://www.1shoppingcart.com/app/?af=1627562
Yup, this will also allow me to gain some coffee money BUT..
I‟ve a great deal for you.
Use the promotional code: MATTHEWOOI
to receive a $50 off the total. This will only work in conjunction with my link. See, I came through for you right? 
However, if you still think I don‟t deserve it, go right ahead and purchase it normally. 
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This is the page you arrive on. Scroll right to the bottom of the page and click on „Get it now.‟
REMEMBER, THE $147 SUBSEQUENTLY FOR EACH YEAR IS OPTIONAL. YOU DON’T HAVE TO PAY $147 AT ALL.
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Go right ahead and pay for it. You should receive a few e-mails regarding your recent purchase shortly.
Return to Beyondhosting.net and login. Go into your client area section on the top tab and click on ‘Account overview’.
You should see this, click on ‘Need help?’ then you will arrive on this page. Click on ‘Technical Support’.
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You should see this.
Enter the subject as ‘CPVLab Installation’, related service is your domain that you just bought, priority set it to high.
In the message, tell them that you need their help to install CPVLab onto their web server and they’ll do it for you. Easy peasy, huh? This is why my system works for everyone, even if you have zero technical knowledge.  Provide them with the necessary information given in the CPVLab e-mails. (PLEASE PROVIDE ALL LICENSE INFORMATION INCLUDING EMAIL ADDRESS AND OR SERIAL NUMBERS.)
Now we’re all set!
We’re ready to move on to the world of CPA and earn some real money! 
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We are now ready to join a CPA Affiliate Network, are you excited? Joining a GOOD CPA network is really important, why? You want to make sure that they pay you on time and a good affiliate network does that.
A good CPA network also has a variety of offers and the BEST pay-outs as well as management team.
However, joining a good CPA Affiliate Network isn’t easy. They screen for new affiliates very strictly and most of the time they will REJECT you based on your application. They do not want newbies or newcomers to spoil things up for them and in time, destroy their relationship with the advertisers. So they will look very carefully when choosing new affiliates to join their network.
IF YOU FOLLOW MY INSTRUCTIONS VERY CAREFULLY, I CAN ALMOST* ASSURE YOU THAT YOU WILL GET INTO ONE OF THE WORLD’S MOST TRUSTWORTHY AND ONE OF THE BEST CPA AFFILIATE NETWORK THAT I HAVE EVER WORKED WITH. They’ve always paid me on time and provides the most competitive pay-outs compared with other affiliate network.
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FOLLOW THIS LINK: http://affiliate.trk4.com/rd/r.php?sid=606&pub=105055&c1=&
This allows the network to know that you are REFERRED by me;I am literally putting myself on the line for YOU.
You should arrive on this page.
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Let‟s do this step-by-step.
Enter your details accordingly and correctly. (Skip Title/Function in organization)
Choose AIM as your IM service. That‟s usually the way you contact your Affiliate manager. (We‟ll talk about that later)
Scroll down and we should see this. (next page, image is too big)
On „organization name‟, enter your own name. (FULL NAME)
After that, tick „Copy from Contact Information‟. I assume we‟re all individual affiliates. If you‟re doing this as an organization, enter details accordingly.
Tick „Payable to whom – tick person, again, I‟m assuming we are all individual affiliates.
On General Marketing Information: In website URL, enter the domain we registered previously.
Ignore „Site Category‟ and „How do you market your site?‟
Here‟s the important part – I need to dedicate an entire page for this, head 2 pages onward.
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In the ‘Comments’ section: Type as follows –
I am referred by Matthew Ooi. (Affiliate ID: 105055)
I am going to promote the offers and products on w4.com through Paid traffic such as PPV, Display, Search and Intext. I will be following strictly the methods that he has taught.
Some of the example of traffic platforms I will be utilizing are 50onred, Bing ads and TrafficHaus.com
THAT IS ALL.
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Enter your „Login setup information‟ and don‟t miss out the part whereby you need to enter your NAME intials.
For example if your name is, Peter Logan, enter PL in the box highlighted in red above.
Go ahead and click ‘Submit’.
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Great job for reaching this far.  You’re almost there to making some big money for yourself.
What‟s going to happen now is that an account representative is going to give you a phone call when they can and when you can. Check your e-mail.
What happens during the phone call is that they will ask you some questions, just answer accordingly. They will also ask you how you will promote their offers/products.
Refer to this again.
“I am referred by Matthew Ooi. (Affiliate ID: 105055)
I am going to promote the offers and products on w4.com through Paid traffic such as PPV, Display, Search and Intext. I will be following strictly the methods that he has taught.
Some of the example of traffic platforms I will be utilizing are 50onred, Bing ads and TrafficHaus.com.”
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It is hard work trying to get approved into a good affiliate network but trust me, it’s worth it.
It will probably take a few days for this to happen, be patient.
Now, when you‟re finally approved, you will receive this e-mail.
Congratulations.
Next, search for this e-mail it should be sent at the same time.
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E-mail title should be: “Welcome to W4!”
READ CAREFULLY AND FILL OUT THE FORMS ATTACHED IN THE E-MAIL ACCORDINGLY.
THIS IS THE PART WHEREBY YOU ENTER YOUR PAYMENT DETAILS ACCORDING TO WHICH COUNTRY YOU ARE FROM AND YOUR PAYMENT DETAILS. COMPLETE IT AND SEND BACK TO THEM.
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If you have any questions, feel free to ask the sender, also, he will have ALREADY introduced you your Affiliate Manager already. In my case, mine was Dylan.
Add him up on AIM (go download AIM if you haven‟t already) to communicate effectively with your AM. (Affiliate manager)
For convenience sake his AIM username is: dylan@w4.com
Let‟s move onward to the MONEY MAKING PART. (That‟s our favorite part isn‟t it?)
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Go ahead and login into your w4 account.
It shows you who your affiliate manager is on the top and if you haven‟t already contacted him/her, do so immediately. They.Are.Your.Best.Friend.
Why? They‟re able to send you the TOP/HOT offers and products that are happening in the network now and what converts most. They‟re able to give you tips and tricks. They‟re able to give you some information on what works, heck they even tell you what TRAFFIC SOURCE converts! They can also do one more thing, I will tell you in the bonus section. 
Ask your AM for a TOP OFFER list now, they will send you one through e-mail.
On the „REPORTS‟ tab, it shows you and earnings and clicks, some very basic statistic. The detailed ones are in your CPVLab which you (hopefully) purchased.
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Go right on to Campaigns, we‟re ready to start aren‟t we?
You will see a series of category and when you expand them, they‟re all offers. In your mind you should be thinking this right now, “Wow, there‟re so many offers, which one do I choose?”
Here I will teach you how.
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OFFER SELECTION
1. Remember that Top offer list I asked you to acquire from your AM? Utilize it. Here‟s an example of how it looks like:
There are FOUR things we look for in this e-mail.
The first one is Campaign Name, when you have chosen an offer that you like; enter it on w4.com in the Keyword search:
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Next, look at the Conv. (This refers to the conversion rate)
The higher the Conv. this means that A LOT OF PEOPLE are MAKING MONEY off this offer/product.
This is good in a sense that it means that the product/offer is easy to sell or promote. It is definitely worth a try.
In another sense, it may be a little too saturated and competition is tight.
Depending on the pay-out, which is the third thing we look out for, take a look at the first two campaigns; McAfee US and Roblox Games converting at 2.36% and 4.55% also $20 and $1.40 pay-out respectively. I would definitely try McAfee, you will need at least 18 conversions from Roblox compared to 1 conversion of McAfee to make as much money. Its simple math, some calculations and we‟ll know which one is more worth our time.
(In all sense, I am speaking from a LIMITED RESOURCES point of view, that means I want to save as much money whilst earning as much money as possible. IF YOU HAVE A LOT OF MONEY, please go right ahead and test as MANY offers as possible)
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ALL YOU NEED IS TO FIND A FEW GOLD MINES (REALLY GOOD CONVERTING OFFERS) WHICH IS WHY THE MORE YOU TEST THE MORE CHANCES YOU HAVE OF FINDING THEM AND YOU CAN SCALE THEM UP, YOU WILL BE ABLE TO MAKE AS MUCH AS 5 FIGURE A MONTH. DO NOT ASSUME ANYTHING. KEEP AN OPEN MIND. ONE COMMON PITFALL IS FALLACY;
An example is let‟s say an offer is on selling Cigars, I‟m a non-smokerand I would naturally assume that no one on the internet would buy cigars off the internet. Why not just go to a shop and purchase one?
DO NOT ASSUME. YOU‟LL BE SURPRISED BY HOW WELL IT MIGHT CONVERT FOR YOU.
Lastly, the Channel notes.
The e-mail on Top offers even tells you which Traffic platform converts for that particular offer. That‟s almost all the work done for you. In CPA affiliate marketing, Traffic sources/platforms are the secret weapons. If you know the source, you are already half way getting tons and tons of conversion. (The second half, you‟ll learn shortly in the system.)
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2. OFFER SELECTION
Let‟s say we‟ve chosen the offer McAfee US. Hop on over to w4.com and enter that in keyword search.
Let me take this time to explain what some of the terms mean – Description is the product details. Pay CLOSE attention to the Traffic Allowed, in this case, it
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only allows Display, PPV/Contextual, Text/Intext. FAILURE TO COMPLY WILL RESULT IN THEM NOT PAYING YOU IF YOU GET CONVERSIONS ON THIS OFFER.
The geo-targets define the country you will be targeting.
Pay close attention to the restrictions placed and you will be fine. Conversion tells you that you will be paid when a visitor makes a valid one-time purchase. You earn $20 per sale on this offer as stated.
Go and click on „Preview‟.
You should be brought to the offer‟s LANDING PAGE. This is what visitors will see when you promote your product through traffic platforms. (I only cropped a partial of the website) Now, we‟re doing OFFER SELECTION. We‟re trying to determine if this offer is worth our time trying.
Use this free tool: www.alexa.com
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It is a traffic ranking website that will help us, this is what you should see.
Copy and paste the link on the preview page we landed on previously. (Highlighted in red box)
Paste it in the “Enter a site” box. (Highlighted in green box)
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You should see this statistics. (A lot of useful information on this website)
We can see that McAfee is ranked 1,253 in the United States. That is very, very impressive. Why? It means that the offer/product is branded and well-known. When a product is this well-known, it means people are MORE inclined to purchase it since the brand has already done all the work for us. (This explains the high conversion rate.)
I will usually NOT try any offer that has a rank of more than 100,000 IN THE SPECIFIC GEO-TARGET the offer expects me to. (For example if McAfee was ranked 100,000 in US, I will not give it a try. Ignore Global Rank.)
This is how the ranking works:
Rank 1 being the best in the country while anything further away from Rank 1 means it doesn‟t fare as well as Rank 1 in terms of visitors.
You have some work to do now, go ahead and select several offers, save them in a Notepad for future references. When you‟re done and ready to move on, let‟s go!
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**WARNING: The given instructions for offer selections are guidelines and serves to help you on your journey, if at any point, you feel that an offer will work out even if they do not fit into my guidelines, follow your gut instincts and try it out. My guidelines are made through painful hours of trying and testing and what works for me but sometimes there‟re exceptions. Go for it.  **
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Great! So now, we‟ve learnt how to choose a right offer to promote, let‟s introduce the key players of this game shall we? They are the PAID traffic sources responsible for ALL of your conversions; it‟s safe to say that they‟re the ones helping you make your money. 
Let‟s start off with my favourite! Pay-per-view (PPV) The great traffic source that I‟m going to introduce you here is,
50OnRed.
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What you need to know: 50OnRed is NOT limited to just PPV traffic model. It has…
all these.. but today we‟ll just stick to Pops (which means pop-ups/pay-per-view) don‟t worry, I‟ll also include a tutorial on the rest in another file if you‟re interested to learn, just e-mail me, it‟s free. (It is always good to test and try all different methods, who knows? Maybe you‟ll find something valuable there.)
Just tell me tell you first-hand, in order to dive right in into this traffic source; the cost is $500 deposit. (The $500 is used as they drive the traffic to your product, you will see how later on; however, they require a $500 deposit upfront BUT subsequent top-ups will ONLY be $100.) **WARNING**
50OnRed is the Traffic Platform of my choice that allows me to make 400-800% ROIs EVERY. SINGLE. MONTH.With just ONE HUNDRED DOLLARS.
IF YOU THINK THAT THIS TRAFFIC IS TOO EXPENSIVE FOR YOU, GO AHEAD AND SKIP THIS SECTION BUT I RECOMMEND YOU TO STICK TO IT AND THINK TWICE.
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Made your choice? Great, I hope you‟ve decided to stick to this. Let‟s get started:
Firstly, you‟ll need to register for an account. http://platform.50onred.com/signup/wbs9S
Head on to this link, don‟t worry, this doesn‟t allow me to earn some coffee money, it does, however, earn both of us an additional $50 to spend on this awesome traffic platform! Here‟s how: If you manage to spend $500 in 30 days, both of us receive $50 extra in return. 
Let me share with you some insights for 50OnRed and this should be a general direction to take for all other different traffic sources you will use in the future. In the span of 30 days, TRY YOUR BEST to create as many campaigns on 50OnRed, as many as possible, this way, you‟re able to quickly and efficiently FIND OUT which OFFERS are actually EARNING you the MOST money. You‟re then able to optimize and scale them up accordingly from thereafter.
Let‟s sign up first.
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Fill in your details accurately in the blanks, as for Company; use your own name if you‟re using it as an individual. Sign-up when you‟re done.
Next, it‟ll be the terms and privacy policy, read it through if you want to, go ahead and input your full name and proceed.
This is what you should see after. Go ahead and verify your identity and add a payment type.
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Now, I understand the concerns regarding the payment method, they accept debit/credit cards. I want to assure you that it‟s 101% safe to share the details with them. (I‟ve been working with them for years, e-mail me for proof if you still feel unsure.) However, they also accept wire/ACH transfer. If you still feel unsafe, go ahead and Google 50OnRed, there‟re lots of positive reviews and customers. Once again, I reassure you that it‟s very safe. Before proceeding to create our very first campaign together, let me show you quickly first, how to pay a one-time deposit subsequently after your first payment. Head to the top right corner.
You‟ll see your name and a small arrow.
Click on it to view the menu.
Click on „Funding & Payments‟.
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You will see this small little „One-time Deposit‟. Click on it in the future to make only one-time payments of your choice amount if you do not want to set-up recurring payments. 
Now, let‟s go back to the top left corner, click on „Pops‟ and let‟s finally get started!!!
You should see this, the overview page!
As you can see, it says that I‟m making a loss of -$0.94, don‟t worry about that, it is because we have our very own tracking software and we‟re not using the platform‟s statistics, thus, it can‟t track our earnings. Click on „Campaigns‟, we‟re ready!
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Click on „+New Campaign‟.
Now pause for a minute, remember our tracking software? Since we‟re about to start a new campaign, we want to track the statistics so we‟re able to optimize!
Go right ahead to your CPVLab.
Click on „Settings‟ first, choose the last option, „Traffic Sources‟.
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You will see this page filled with blanks, now I‟m not sure if CPVLab has pre-set the settings for you, check your current traffic sources,
IF IT ALREADY HAS 50onred POP listed, please skip this section. If you do not see 50onred on your current traffic sources list, follow the next step.
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Fill in the blanks like the above screenshot and click „Save‟. 
Go right back to the top and click on „+Add Campaign‟. Don‟t be daunted by the many blanks and unfamiliar terms! You don‟t really need to remember or fill in a lot of things. Just follow my lead, it‟s actually very simple really. 
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You should see this page now. You only need to change a few things. — Input your Campaign name; for example if we‟re doing McAfee, just type in McAfee or anything that is easy for you to remember. Predefined source – Select 50onred POP Lastly, Campaign Type: Tick DIRECT LINK, not LANDING PAGE.
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The result should look like this.
Simple, right?Now, onto the next portion.
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(In the offer row, you can fill in accordingly.)
As for the URL part, how did I arrive at my URL? Remember that it is all in your w4 account. At the offer you‟ve decide to promote, (shown next page) Click on the „=‟ sign and it should automate it into 100% Share, enter the pay-out given by w4 accordingly. (This is only for your data stats, simply put, for your eyes only; even if you input $20,000, it doesn‟t mean a thing. W4 only pays you what is stated.) Network: choose w4 instead of Ads 2 Ads. (If you can‟t w4 in the list, go two pages forward.) SAVE CAMPAIGN WHEN DONE.***
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Click on „Links + Creatives‟. Go to the „Links‟ tab.
COPY IT ONLY UNTIL THE c1= PORTION. Copied link should look like this: http://affiliate.trk4.com/rd/r.php?sid=10564&pub=105055&c1=
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(Just in case) CPVLab should have updated their list of affiliate networks, if they haven‟t just follow this steps to add w4 into your network list. On CPVLab, head to the top tabs and click on „Settings‟ choose the 2nd option. (Affiliate networks)
Enter as shown, easy, click „Save‟ when done.
Next, we need to fill in a pixel fireback, so we know when there is a conversion. Head back to the „Links + Creative‟ area as done previously but this time, click on the „Pixels‟ tab.
Click „Add New Pixel‟ at the bottom.
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Input anything, as in literally anything as the pixel name. Select „Post Back‟ and the URL to post sale data to should be
http://YOURDOMAIN.com/adclick.php?subid=xxc1xx
Remember that you signed up for a domain? This is the exact domain used for your CPVLab. Enter the name of your domain in the format given above replacing „YOURDOMAIN‟ with your actual domain name. For example, if my domain name is Greatoffers.com, the actual URL to post sale data to would be: http://Greatoffers.com/adclick.php?subid=xxc1xx (Fun fact: note that it is only until c1, which is why we only need to copy the offer URL until c1.)
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Let‟s hurry on to make some money, I bet you‟re already impatient already right? All these technicalities but I assure you that it will be worth it. Remember, wealth doesn‟t come easy, it requires effort and hard work. Bear with it. It‟ll be worth it.
Back to where we left out, You should be at 50onred‟s traffic platform and the „Pops‟ tab, now click on „+New Campaign‟.
Campaign name is anything that helps you remember what offer you‟re promoting.
Start date choose 2 days before the actual day. For example, if it is 10th May 2015, choose 8th May 2015. This helps to start the campaign immediately once it‟s approved.
Leave the End date blank. You can always stop the campaign at any time, you can leave the end date empty so it keeps running until you stop the campaign manually. Unless you have special
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reasons such as being unable to monitor the campaign due to you being overseas etc, feel free to choose an End date.
Choose whatever Timezoneyou‟re comfortable with, for me I choose (America, Los Angeles) because it matches w4‟s timezone.
Status, select enabled.
Rating, decide whether the offer you‟re promoting is adult or general. Rule of thumb, if it‟s not adult, any other offer is considered general.
In Locations, select ONLY the countries that the offer is interested in. Any other geo-targets that are not wanted in the offer is voided.
**SPECIAL TRICK**
(Next Page)
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Look at the MINIMUM biddings for each countries, – United States ($0.01) – Canada ($0.005) – Germany ($0.002)
What Minimum bids mean is the lowest amount you can pay PER pop-ups. (Pay-per-view remember?)
From this 3 example that I‟ve selected, Germany appears to be the CHEAPEST.
The special trick here is, look at the offers in w4. Here‟s an example, This is a dating offer from w4, look at the Geotargets. It allows a few selected countries. Here‟s what I will do, I will start with the CHEAPEST geotarget FIRST.
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The reasoning is simple. There‟s LESS competition there and it COSTS me LESSER to experiment with it. Subsequently, I will work my way into the more expensive countries if it is bringing me results. This is a good way to ration your money wisely.
For budget, using the example that I‟m promoting McAfee UK I‟m choosing UK as my geotarget, the minimum bid is $0.005, UNTICK „Unlimited Budget‟ because unknowingly, leaving your campaign overnight will LOSE you a lot of money if it is not optimized properly. Don‟t do unlimited budget until you‟re sure of your campaign‟s profits.
For Daily Budget, I like to judge it carefully by using 1/4th of the offer‟s pay-out to test; McAfee UK pays $20 per sale so I‟m setting it at $5 daily to test. (You can set it whatever you deem fit, this is just my style.)
Leave Total budget blank. As I‟ve said, you can stop the campaign whenever you wish, so putting a total budget is pointless unless for whatever reasons.
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As for Dayparting, it allows you to choose WHAT and WHEN to run your campaign. For example, on Monday 8:00am to 8:00pm, you receive the highest conversion, you can set that as well. Personally, I don‟t tweak or adjust it.
For Frequency caps, it means how many times a user can view your Pop-ups in a span of time. Remember, this is situational. Think about the angle. For example, if I‟m promoting a dating website and the person has successfully converted, that means he/she is already a user of the website and I won‟t get additional money from him/her since they‟re already signed up, if I do not cap it, they‟ll still be viewing our Pop-ups and in turn, we are wasting money on a ALREADY converted customer.
To play safe, I set it at 1 click per 24 hours. There‟s nothing else to fill in now, go ahead and click „SAVE‟.
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You will now be brought to the „Creative‟ tab. This is the easiest part, click „+Add Creatives‟.
Input anything into the „Name‟. For destination URL, remember your CPVLab McAfee UK setup?
The „Destination URL‟ is shown in the red box. Copy that and paste it into the „Destination URL‟. Click „Add Creative‟.
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Onwards to the last part of the campaign, you should be at the „Targets‟ page, if not, click on it, it is just beside the „Creatives‟ tab.
Click on „Add Keywords‟. You should see this huge box.
Here is the part that requires tremendous work. Don‟t give up.
Here, I have a few tools to help make our lives easier.
There‟re two tools here to choose from, you can choose either, they are free to use too! – http://keywordtool.io/
-https://adwords.google.com/KeywordPlanner
I prefer using the 2nd one, Google Keyword Planner.
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Let‟s start with keywordtool.io first. Head on to the website.
Here, you can play around with the keywords, if you aren‟t already familiar yet, in keyword bidding, for example if you bidded on the keyword “McAfee UK”, every time a person with adware searches for “McAfee UK” on his/her search engine, your Pop-up will appear and they will decide whether they want to buy it, if they buy it, it‟s a conversion and you receive money.
So here, go ahead and play around with the possible keywords and angle you can think of. Great examples may also include, “Antivirus”, “Virus remover”, “Make my PC Faster”. There‟re a million angles to look at, be sure not to leave out anything and let your creativity flow.
Once done, go ahead and click search.
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You should see a long list of keywords. SELECT ONLY those that you think ARE APPLICABLE.
For example, look at the keyword “McAfee uk telephone number”, I feel that it is not as viable, if they want the telephone number, chances are they might already have purchased a copy of their own McAfee.
Once you‟re done with your selection, paste them back at the „Add keywords‟ box on 50OnRed.
It should look like this.
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REMEMBER: It is ONE keyword PER LINE.
Click „Add Keywords‟ when you‟re done.
For the Second Tool, Google keyword planner, it is slightly complicated but worth it.
Here‟s how: Sign up for a Google account if you don‟t already have it.
Sign in if you already have.
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You should see this. Click on „Search for new keyword and ad group ideas‟.
There‟re two ways to work around this, read carefully. Also, open up the offer‟s preview page, in our case example, it is McAfee UK. This is the preview link:
http://www.mcafeestore.com/store/mfe/Content/pbPage.aff_uk_home?resid=VWTACArR-gAAAJ0viasAAAIV&rests=1432666119494
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Take note of a few things: You can enter the product name. (Shown in the red box)
You can enter the product‟s LANDING PAGE. (Shown in the blue box) *It is the preview page web URL.*
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I‟ve changed the targeting to „United Kingdom‟, take note of this game changer.
**SPECIAL TRICK 2**
In the Language, if you HAPPEN to be promoting a GERMANY product, of course you‟d want to include Dutch in the language.
THIS ALLOWS YOU TO PROMOTE PRODUCTS OF ALL GEOTARGETS EVEN IF YOU DO NOT KNOW HOW TO SPEAK THEIR NATIVE LANGUAGE.
Isn‟t that awesome? (To be sure that you‟re not using a useless keyword, try Google translating the words that you don‟t understand.)
Also, in „Keyword options‟, SELECT „Only show closely related ideas‟.
Click on „Get ideas‟ when you‟re ready.
You should see this, click on „Keyword ideas‟.
On the next page, you should see a long list of keywords as well. The hassle about Google keyword planner is that you can only download the keywords into an Excel file. If you have it,
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then great! If not, maybe you can think of ways…. (not implying anything….)
You should see this on the right hand middle corner.
Click on „Download‟ and save it as an Excel file. Open that file.
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**SPECIAL TIP**
You should now have a jumbled and messy excel file with keywords in it like this.
Delete the currency column. Right click on „C‟ column and delete.
Read the instructions carefully.
Highlight Column „A‟, „B‟, „C‟ then go to the top right hand corner, click on „Sort & Filter‟ then „Custom Sort‟.
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In the Sort by box, select „Avg. monthly search‟ ignore the middle box and in the last box, select order „Largest to Smallest‟.
Voila!
Now you‟ve a list of popular keywords ranking from the highest search target to the lowest arranged properly.
Select the ones you like, filter through the popular keywords, some of them are useless actually.
When you‟re done, do the same, paste it back onto 50OnRed‟s keyword box.
Click on „Add Keywords‟. YOU ARE FINALLY DONE WITH YOUR FIRST CAMPAIGN!!!!!!
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Wait, we’re not done yet.
During the „Add keywords‟ part, you should have seen „Add domains‟ as well, right? I personally don‟t have that much success with domain targeting. But you can try, who knows?
Domain targeting are slightly easier, for example, if we‟re doing McAfee, what I will target are some of the other popular antivirus‟s websites. E.g. norton.com, avg.com just to list some examples. In domain targeting, omit https:// or www. they‟re not needed. Just input domain plus .com/.net etc.
Also, check out http://www.similarweb.com/ they provide some great insights. Ask me anything personally on Skype if you‟ve any questions.
Now all you have to do is simply, wait. Wait for the 50OnRed team to approve your campaign and your campaign will be live! Traffic will be flowing in, monitor them through CPVLab and scale or optimize accordingly. Let me show you how to create a profitable campaign now!
Head on to your CPVLab.
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At your CPVLab homepage,
You should see this small symbols right by the end of your campaign.
The first one stands for „Statistics‟, followed by „Reports‟, „Trends‟, „Settings‟, „Clone‟, „Delete‟ and „Reset‟ respectively.
Feel free to play around with them, just don‟t delete or reset it though. Deleting deletes the campaign permanently while resetting resets the data collected.
When done, go to statistics.
Take a look at one of the campaign I‟ve done. 
As you can see, the keyword „Fairprice voucher‟ earns me a WHOOPING 218 conversions. While the other keywords perform only mediocrely. For example, take a look at the
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highlighted keyword, „sheng siongsingapore‟, it has but low views and zero conversions.
So, what should we do here to scale up our earnings and make MASSIVE profits?
The direction to take is… REMEMBER THIS AT THE BACK OF YOUR HEAD.
“REMOVE USELESS KEYWORDS AND COMPETE FOR THE EARNING KEYWORDS.” With these said, let‟s go back to 50onred, back to your first campaign created.
Go to your targets, it should have probably been approved already.
You should see this.
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Ignore my keywords, these are examples.
More importantly, have a look under the „Approval‟ tab.
„Below Smart Bid $0.xx‟ means your bid is lower than the supposedly first bidder, which means he/she is paying the highest for that particular keyword.
Reasons that this happen could be that the particular keyword is converting REALLY well or… they‟re just high-baller. The latter one seems to usually be the case.
Here‟s how the bidding system works: The highest bidder receives MOST or ALL of the traffic until his Daily budget is up, followed by the 2nd highest, 3rd, 4th so on and so forth.
A very good gauge would be, click on the rocket icon highlighted by the green arrow.
Usually, I am fine with 40-50%. Remember, competing with the top bidder may wound you severely if you do not have enough capital or resources to spend. Play it cool and play it safe, you do not necessary need to be first bidder unless the keyword is really helping you profit like crazy.
This is how I make insane ROIs with just $100 USD per month.
Easy money eh?
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My tutorial on PPV(Pay-per-view) channels are over.
Oh yes, some offers on w4 requires approval, don‟t be daunted. Just click on it and in the comments section, explain as SIMPLY as possible. For example, if you‟re using 50onred PPV, just type in „50onred ppv‟ and click submit. That‟s all.
With that said, I‟ll introduce you a few more traffic to try and avoid.
The top PPV traffic source you should definitely try is TrafficVance.com – it is said to be the biggest and best PPV advertising firm. Beware, big fishes lurk there, competition is very intense. It also requires a hefty deposit of $1000 USD. Proceed at your own risk but risk usually rewards very well..
Avoid MediaTraffic.com – this traffic has done nothing but drain me dry with crappy conversions. Only requires $200 USD deposit. Great for starters but I‟d suggest not to waste your time. Just dive straight into 50OnRed.
Ask me anything on Skype!
Without further ado, let‟s move on to Display traffic shall we?
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As for Display, you should have noticed, 50OnRed has its very own display traffic.
However, it was only recently released, I haven‟t had the chance to try it. Let me know how it works for you if you‟ve tried it okay?
I‟ll introduce you one that I‟ve worked with and had great results!
**WARNING** CONTAINS EXPLICIT CONTENTS. SKIP THIS IF YOU‟RE NOT INTERESTED IN DOING DATING/ADULT OFFERS/ADULT DATING OFFERS!!!
This traffic source is TrafficHaus.com
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Go right ahead and sign up for an account, sign-up as an Advertiser.
I‟ll leave it up to you to fill in the forms, it should be simple and easy by now to the point that it‟s actually boring.  (Ask me on Skype if anything unusual happens.)
Once your account is approved, you should see this. What‟s good about this traffic source is that it requires only $200.00 USD to get started. 
Click on „CAMPAIGNS‟, let‟s get started!
Before that, you would need to do one thing. Add the traffic source into CPVLab.
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Follow this and you‟ll be good to go.
Also, follow the same steps as with the 50onred campaign. Create the campaign in CPVLab first in order to track your results. It should look something like this.
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Notice the extra tokens, follow as shown.
Once you‟re done, go straight back to TrafficHaus.com and into „CAMPAIGNS‟ tab.
Click on „Add new campaign‟.
Just to be clear, TrafficHaus provides ADULT TRAFFIC. That means they place your display banners on EXPLICIT websites.
If it is against you or your morals, skip this immediately and try the display traffic channel on 50OnRed.
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If not, this is however, actually really profitable. Because sex sells.
This is what you should see, for example, I am promoting the offer on eHarmony dating site.
On device type, tick only „Desktop‟. Personally, I‟ve tried the mobile and tablet device type, didn‟t really work out for me. (May work for you though.)
On Ad size, choose „ABOVE THE FOLD BANNERS‟ 300×250 size.
Select appropriate countries.
There‟s no need to set frequency cap on this.
Click „Continue to step 2‟.
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Edit nothing here. Go on to Step 3.
Set bid amount on the range of $0.020 to $0.040 to TEST. Increase only when you see profits. The daily and total budget are fine, they won‟t exceed AT ALL as long as your bid amount stays within the range I‟ve stated.
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Usually, it‟ll cost only $1-$10 depending on the bid amount.
Go to the last step.
The destination URL is the one you find below your save button in CPVLab, similar to the one you‟ve done in 50onred except this is for another campaign.
For the banner part, let‟s get us some 300×250 size pictures shall we?
In this case, we‟re doing eHarmony‟s dating site, let‟s search the keyword „eHarmony‟ onto Google.
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Click on „Images‟.Et Voila! Thousands of pictures but that‟s not what we want.
Click on „Search tools‟.
You should see a couple of extra options showing up.
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Click on „Size‟, select „Exactly‟ and input 300×250 in the box that appears.
Choose the ones that appeal to you and save the image. 
Did I mention, TrafficHaus accepts Animated image? (aka GIFs)
On the options that show up, click on „Type‟, select „Animated‟.
Animated images are the BEST display banners in getting conversions. Nothing speaks to you more like an animated image.
With your newly saved images, return to TrafficHaus and Drag-drop your image files onto the „Upload Banners‟ section. Submit campaign and wait for approval!
Display traffic is easy right? I have to tell you though, I have earned a lot from Adult display traffic but on some days I don‟t earn as much. It is slightly inconsistent but I love it anyway because money is still money.
With this, I would like to sell you something. This is not an UPSELL or a DEFINITE MUST BUY thing.
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What I am selling you is my EXCLUSIVE set of Display Banners.
I‟ve banners for ALL geo-targets and these banners have been tested and they convert CONSISTENTLY AND EFFECTIVELY.
You can USE THESE BANNERS FOR EVERY SINGLE CAMPAIGN. Adult dating/Non-adult dating.ConvertsEvery. Single. Time.
I am selling this package of banners for $15 USD. Drop me a message on Skype if you‟re interested. You do not have to spend extra time testing and wasting money; start receiving profits right away! 
Let me tell you now, what traffic source to try and what to avoid.
There‟re simply too many adult traffic source to try, here‟s some notable ones that has good reviews and raves about them.
TrafficJunky, TrafficFactory and Exoclick. I haven‟t tried them personally but go right ahead if you have the extra resources. You might find something valuable.
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IGNORE EVERY OTHER ADULT TRAFFIC SOURCES THAT YOU‟VE NEVER HEARD ABOUT. They‟re usually junk traffic that wastes nothing but your resources.
Warriorforum is a great place to read on the traffic‟s review and comments. Start there.
And lastly,
The last traffic source I should touch on would be PPC (Pay-per-click).
Unfortunately, PPC traffic sources have been on a decline and profits have literally been non-existent. I am unable to recommend any traffic source of such. Although, if you were really keen to try one, look for BingAds.
Some warriors from warriorforum seem to have found success with BingAds, I‟ve tried it but it sucked for me.
Let me know if it has worked out for you if you decide to try, also with your skill set, you‟ll be able to tackle any traffic source easily. Just refer to the above steps, they‟re all the same. Remember, you can ask me anything on Skype.
FREE LIFETIME SUPPORT. 
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CONCLUSION
I‟ve reached the end of my system my beloved, well I hope I can count on you and call you my friend. Simply by purchasing this system, you‟ve helped me a lot getting closer to my dreams and I sure as hell hope that I‟ve helped you get closer to yours.
Remember, there is NO get-rich-schemes. Every single method requires effort and hard work. Keep grinding and you‟ll see results.
One day, we‟ll probably see each other posting on forums sharing our results and our 5 figure PASSIVE income while travelling around the world with the ones we love.
Success doesn‟t come easy but it‟ll come surely for the ones who persevere. I am here because I do not want to be stuck in the rat race, in a 8-5 office job and struggling to pay bills. I am here because I want to be free and there‟s so much life has to offer to us. I want to be out there and try new things every day, spend time with my family, buy my dream car and dream house. I hope you share the same sentiments as me and here on out, I wish you Godspeed.
My dear comrades, I thank you from the bottom of my heart.
(Read on for Bonuses)
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BONUSES
In this section, it contains various tips that could essentially help you!
Do you know? You can ask your affiliate manager in w4 for a pay bump! For example if you‟re doing McAfee UK, you have several conversions, ask your affiliate manager for a pay bump! Instead of receiving $20.00 USD per sale, he/she can increase it to $21 or even higher! (Depends on your conversion rate)
Do you know? Some offers has several landing pages, you can actually split test them!
Take a look at this, normally we only fill up the first one but in this case, I filled all 3 up. Notice the Share % too. What happens in this scenario is that Visitor 1 visits the first Landing page, Visitor 2 visits the second Landing page and Visitor 3 to the third one. In this case, you‟re able to determine which
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landing page is best for you and you can optimize it. Take note that you only add &lpid=XXXX after c1=
ADVANCED SECTION
Also, do you know TrafficHaus provides a direct 30-day network ad placement sale?
Remember we‟ve our CPVLab tracking? CPVLab is able to determine which website is making the sale/conversion for you. With that information, go ahead and speak to a TrafficHaus representative and make a buy on one of their website to place your banners for MASSIVE PROFITS and at a cheaper price too! (You can talk to me about this for more information.)
If you haven‟t already understand the concept of Display banner ads, it is that they put your banners across their inventory of websites and the one that converts, let‟s say for example, on xxx.com, one of their inventory, someone clicks and signs up for a dating site that you‟re promoting you earn money. This goes to show that on xxx.com, you‟re enjoying conversions and you can specify that you‟d like your ads to be placed ONLY on xxx.com.
TrafficHaus has a dozens of different inventory and none of them works the same. Be sure to track your data properly.
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50OnRed Intext
I‟ve never touched on this traffic method previously because I‟ve had fluctuating success with this and I believe this is an intermediate traffic method if you were to try and use it but here, I‟ll teach it to those who‟re interested. Remember that I‟m here for the sole purpose to help you. 
Let me show you an example of an „Intext‟ advertisement.
This is an example of an „Intext‟ ad. As you should already be familiar with 50onred‟s system, we as advertisers, we bid on keywords and in this example, the advertise has specifically chose a few keywords, those highlighted in green.
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This way, when a unsuspecting visitor visits ANY page on the internet with the keyword such as “South Wales”, it will be highlighted in green and your advertisement will appear.
In a sense, this is a great traffic method since it is very targeted and 50onred will only deduct your credit only if the visitor clicks into your ad.
I‟ve had fluctuating success because the bid prices are very high on intext so I haven‟t been able to get around and discover the winning or earning factor.
Go ahead and try it if you like.
The campaign-building process are mostly the same, with what I‟ve taught you, you‟re most certainly ready to tackle it.
One tip though: For example if you‟re promoting an offer on McAfee and you do not know what to write in the subtext or the headings, just google McAfee. You may copy and paste the descriptions you find and modify it to your liking. That is about all.
Have fun friends!