By Russell Brunson
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Dedicated To:
Frank and Ed – the first Underachievers.
Thanks for allowing me to continue to spread this important message.
Collette – for letting me chase my dreams and always
supporting me no matter how crazy the idea – I love you!
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Table of Contents
Introduction
5
Chapter 1: Finding A Hot Market
•
•
•
Find A Hot Market
How To Find A Hot Market
Market Filters
Chapter 2: Ask Them What They Want
•
•
Your Flycatcher Page
Your Ask Campaign
Chapter 3A: Give It To Them (Creating The Product)
14
15
19
23
33
34
44
55
The Magical World Of Outsourcing
How To Write A Killer Sales Letter
How To Create Your Website
56
64
101
Chapter 3B: Give It To Them (Driving Traffic)
105
•
•
•
•
How To Generate Targeted (Underachiever) Traffic To Your Website
Conclusion
106
113
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INTRODUCTION
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My Underachiever Journey
Today is a very good day.
In 2002 I started a journey (probably very similar to the journey that you are on right
now) to try to make money online.
At the time I was wrestling at Boise State University and had just gotten married to my
beautiful wife Collette. She was working to support me while I was going to school and
chasing my dreams in wrestling.
I always felt guilty and wanted to figure out a way to help her with the bills. The
obvious next place I looked was the internet. I saw all of the hype and the scams that
people were selling me, and I bought into most of them.
It was a full 18 months that I spent trying to decipher what was real and what was not.
At about that time I ran into two guys (Frank Kern and Ed Dale) who were launching
a course called “The Underachiever Method” teaching how to create simple little
“Underachiever” info products and websites, and then following a simple blueprint to
drive traffic to those websites.
For me, it was like a breath of fresh air. It was simple, it made total sense, and I knew I
could do it.
So I started my “Underachiever” journey.
I followed the same simple system that you are going to be learning now.
It started with a “Hot Market” – for me it was “Potato Guns.”
Then I asked them what they wanted...
I then went and created a DVD giving them exactly what they wanted (I couldn’t afford
the $300 to $500 for a ghostwriter then).
I still remember seeing the first few sales come in, and it changed my life forever. I
created multiple “Underachiever” websites, each one creating a new income stream for
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my wife and I.
From this income, she was able to quit her job and I was able to continue to wrestle
and support my family.
After my “Underachiever” success, I wanted to help others do the same thing, so I
started showing friends and family members how this worked. I helped them create
their own “Underachiever” websites.
The more I helped people, the more I wanted to help, and I ended up building a huge
coaching company teaching thousands of people from around the world this system.
During this time, Frank and Ed had stopped teaching their “Underachiever Method”
and had taken all of the training offline.
After this system had been hidden for four or five years, I contacted them and asked
them if I could purchase the company from them, so I could continue to spread the
“Underachiever” message.
At first they declined because the content was out dated and they wanted to make
sure that their students only had the best, most up to date training if they were going
to keep teaching it.
What they didn’t know is that I had been teaching a similar system that whole time,
and had been updating it week after week as we perfected it with thousands of
students.
I showed them the new system, and then offered once again to buy their company. I
promised that I would update the content with exactly what was working NOW and
that it would then become my personal mission to help as many other people as
possible to take this system and use it to free themselves.
They finally agreed, we purchased the company and now here we are.
So, that is why today is such a great day. You reading this ebook means that you now
have the same system in YOUR hands that changed my life, and has changed the lives
of thousands of others around the world.
Now it’s your turn...
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Your Underachiever Story
Imagine waking up in the morning, turning on your computer and discovering that
while you were asleep, people from all over the world had been sending you money!
While this may sound like an impossible fantasy, more and more people are making
this dream a reality through the amazingly lucrative world of Information Marketing.
Today, Information Marketing on the Internet is without a doubt the most compelling
opportunity for anyone who is genuinely interested in escaping the rat race and
establishing a more fulfilling lifestyle for themselves and their families.
For the first time ever, this opportunity is not restricted to the educated elite or the
technical computer genius. It is available to ordinary moms and dads operating from
their kitchen tables. It is available to students working from their dorm rooms. It is
available to everyone and it is available right now!
What Is Information Marketing?
Information Marketing is the business of packaging and selling information.
As the world gets more and more hectic, people are looking for pre-packaged solutions
to their problems. These days, no one has the time to sift through the mountain of
information that is available from magazines, TV, and the Internet. They are suffering
from Information Overload!
What people really want is a quick solution to their problem that is packaged in an easy
to follow, step-by-step system.
“Other People’s Problems Are Your Opportunities.”
Information entrepreneurs create and sell information based products that help people
to solve their problems as quickly and easily as possible.
In the world of information marketing, your success will be directly proportional to the
number of people that you help.
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What Types Of Information Products Are There?
There are many different types of information products including:
•
•
•
•
•
•
Books
Electronic Books (ebooks)
Audio CDs / MP3s
Multimedia CD Roms and DVDs
Software
Membership Sites
The aim of this book is to provide you with a proven step-by-step process for
developing and marketing a high quality eBook. However, the principles that you will
learn can just as easily be used to create any type of information product.
How Much Money Can I Make?
This is a little bit like asking, “How long is a piece of string?” There is no easy answer.
Some of the factors that will determine how much money you will make include:
•
•
•
•
Your market
The quality of your products
The effectiveness of your sales letter
The effort you put into your marketing
We are not going to try and bamboozle you with hype about making hundreds of
thousands of dollars in a few weeks. Instead, we are going to tell you the truth.
The process described in this course has been used by ordinary people to create
Internet businesses that consistently generate between $1,000 to $3,000 (or more) per
month on autopilot.
There are so many false and misleading claims on the Internet today that it is very
important to always look for proof before you believe what people say and write.
Look on the following pages and you will see screenshots of some successful
Underachievers and what they have made with their websites starting from scratch
with no previous Internet business experience.
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What Makes This Course Different?
If you’re like most people, you’ve probably read a lot of business books and come away
thinking, “This sounds great!” However, after the initial excitement has worn off, you
are usually left with a single burning question, “So, what do I actually do?”
Rather than writing yet another book telling you what is theoretically possible, I’ve
decided to create a simple, step-by-step process that anyone with an open mind and
motivation can follow.
So get comfortable, turn the page, and let’s get started!
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CHAPTER 1
FINDING A
HOT MARKET
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Find A Hot Market
Has this ever happened to you?
You’re having a shower or driving to work and all of a sudden... BANG... out of the blue
you have an idea for a great new product. You know instantly that your new product
will be an instant success. You’re actually amazed that nobody has ever thought of it
before. You smile secretively to yourself and start thinking about how you are going to
spend all the money that you are now destined to make.
Being the type of person that follows through on your ideas, you then spend every
minute of your spare time bringing your idea to fruition. It’s not easy, but after months
of hard work, your product becomes a reality. You give yourself a pat on the back and
prepare for the deluge of money that you’re sure is just around the corner.
But there is just one problem...
No one else seems to share your passion and enthusiasm for your new product. You
contact one company after another only to find that no one is interested.
You find it incomprehensible that people cannot appreciate the true value of your
product.
You continue to look for support but eventually you have to face the harsh reality that
your product is not the world-beater that you though it was. After all the blood, sweat,
tears and money that you have poured into your project you decide to throw in the
towel and return to your safe, predictable job.
This scenario plays itself out over and over again as people around the world get
caught in the great Entrepreneurial trap.
The first and most important thing that you must learn about starting a business is this:
“Just because you think something is a great
idea does not mean it will be successful.”
The most common mistake people make is to create a product and then go looking for
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someone to buy. This is the wrong way to start a business and a good way to waste a
lot of time and money.
So, does this mean that all entrepreneurial dreams are doomed to failure?
Of course not.
You just have to learn the right way to go about starting your business.
The Simplest But Most Powerful Formula For Success
Often the most profound things in life are simple. Please don’t make the mistake of
underestimating the importance of what you are about to read.
This simple formula has made more money for individuals than any other strategy or
complex business plan.
The Underachiever Secret Of Success
•
•
•
Step #1: Find A HOT Market
Step #2: Ask your market what they want
Step #3: Give it to them
As you can see, the first step here is NOT to create a product. The first step is to find a
MARKET.
A market is a group of people who share a passionate interest in a particular topic.
Now, maybe you’re thinking that this formula is a bit simplistic and could never work in
real life. Well, let’s have a look at an example that you may find familiar.
Example
Imagine for a moment, two record companies competing in the cutthroat world
of music publishing. Let’s call the first company ‘Try Hard Records’ and the second
company ‘Market Savvy Records.’
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Try Hard Records has run into financial difficulties and desperately needs a big hit. They
send out talent scouts to all the local bars and hotels in an effort to uncover a great
hidden talent. Then one day they stumble across John Eseer playing blues guitar in a
smoky jazz venue.
The CEO of Try Hard Records likes what he hears and immediately signs John Eseer
to the label. Everyone in the company agrees that John is sure to be the next big
thing. Try Hard Records spends thousands of dollars to create John Esser’s first CD
and DVD. They then organize a national promotional tour to introduce their new
talent to the world...
Unfortunately the world isn’t interested...
The market does not respond...
John’s record is a flop...
Try Hard Records loses hundreds of thousands of dollars and goes out of business.
Meanwhile, the Market Savvy Record Company is also trying to get ahead in the world
of music publishing, but they decide to take a different approach.
The CEO of Market Savvy Records understands how the world of marketing works. He
therefore organizes a nationwide singing competition in collaboration with a prime
time television network.
The competition starts with thousands of hopeful singers auditioning across the
country. Market Savvy Records hires a group of music industry specialists to audition
the singers and select a group of 35 talented individuals with a range of styles and
appearances.
The next step is to organize a weekly singing competition that is televised across the
country. Using the telecommunications network, Market Savvy Records then asks the
public to vote for their favorite performer.
Over a number of weeks, the interest in the competition grows into a frenzy. Everyone
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is talking about who should win. The competition is one of the prime topics of
discussion on talkback radio and in the average workplace and family home.
At the conclusion of the competition, Market Savvy Records announces the winner of
the competition with great fanfare. Within a matter of weeks, Market Savvy Records
releases a CD and DVD featuring the competition winner.
The result is that Market Savvy Records has an instant number one hit on their hands.
Why?
1. Because they found a hot market
2. They asked the market what it wanted
3. They gave it to them
So hopefully you now understand the true power of this simple formula. It is this
formula that forms the foundation of the Underachiever Method.
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How To Find A Hot Market
Finding a hot market is a little bit like being a detective. The characteristics of a hot
market are as follows:
•
•
•
•
•
•
•
It contains a large number of people
These people are irrationally passionate
They have disposable income
They have their own jargon
They have their own magazines
They may hold their own conferences and events
They have their own celebrities
In other words, you are looking for a group of people who have their own subculture.
Some examples include:
•
•
•
•
•
•
Fishing Enthusiasts
Golfers
Brides
Massage Therapists
Bodybuilders
Scrapbook Enthusiasts
Finding these subcultures is actually quite easy. In fact, once you get started you
will find niche markets everywhere. It’s a little bit like what happens when you are
thinking of buying a particular kind of car. All of a sudden you start to see those cars
all over the place. In actual fact, this happens because your brain has tuned in to
take notice of these cars.
In a similar way, you have to learn to use your ‘Market Radar’ and tune into the niche
markets that are all around us.
Some of the best ways to discover niche markets are:
1. Checking Out Magazine Racks: By their very nature magazines cater for
different niche markets. In fact, magazines can only continue to exist if there is
a large group of people (a market) who will buy them regularly. Additionally,
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magazines generate revenue through advertising. Naturally advertisers will
only pay for ads if they see a return on their investment. Therefore magazines
are an excellent indicator that you can use to find niche markets.
2. Visiting Bookstores: Another good place to hunt for niche markets is a large
bookstore such as Borders. Next time you visit a Border’s store take notice of
the labels on the shelves and the ways in which the books are categorized.
The other good thing about going to a large book store like Borders is that they
usually have a comprehensive magazine area as well.
3. Going to www.Magazines.com: If getting off the couch and going to Borders
all sounds too hard then logon to www.Magazines.com. This website is a
great resource for finding niche markets. The magazines are broken down into
different categories and are even ranked by popularity.
4. Going to www.Amazon.com: Amazon.com is the Underachiever’s Secret
Weapon. This web site lists over 80,000 magazine titles!
You can browse by subject, conduct a detailed search and even analyze trends
with their ‘Movers and Shakers’ facility. Amazon.com also updates the top
selling magazines daily.
5. Going to www.ClickBank.com: ClickBank.com is the number one
digital product retailer in the world, and also the home of thousands of
Underachievers. You can search through their marketplace and see hundreds
of existing Underachiever products and get great ideas of hot markets that
other people are already using online!
6. Talking to Passionate People: Have you ever spoken to someone and been
amazed by the passion they demonstrated for a particular topic? Genuine
passion is unmistakable and it is often a great indicator of a potential niche
market. If you find yourself talking to someone who is passionate about a
particular subject make sure you ask them the following questions:
-- Do a lot of other people share your passion?
-- Are there magazines relating to this subject?
-- Do they attend conferences or events relating to the subject?
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7. Listening to People’s Problems: People spend a lot of time talking about
their problems. While this can sometimes get tiring, it can also be a great
way to discover profitable niche markets. If someone has a problem there is a
good chance that many other people share that problem. Think of it this way:
wherever there’s a problem there is an opportunity.
8. Watching TV: Television is a trend driven medium. What this means is that
news and current affair programs often report on emerging trends. These
general interest stories can be a great resource for identifying potential
niche markets.
While these eight market sources are a great place to start your search for niche
markets, the real trick is to learn to keep your marketing radar on 24 hours a day,
seven days a week because you never know where or when that profitable niche
market will appear.
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Underachiever Exercise #1
Spend some time investigating the eight sources of niche markets described in this
chapter. Compile a list of as many potential niche markets as you can find. At this
stage don’t be too selective. Just try and generate as many ideas as you can. Use the
following table to record your potential markets.
POTENTIAL NICHE MARKETS
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Market Filters
Contrary to what you may think, the hard part about information marketing is not
finding the niche market. The hard part is sorting through all the potential niche
markets to select the market with the most potential.
When you have your list of potential niche markets you should investigate each market
and answer the following important questions:
•
•
Question #1: Is there a large target market for information relating to this area?
Question #2: Are members of this market able and willing to PAY for
information relating to this area?
Let’s look at each of these questions in more detail:
Question #1
Is there a large target market for information relating to this area?
The first step to answering this question is to open up the “Ultra Underachiever
Software” program that came with this system. You are going to want to open the
“Market Locator” product first:
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When you open the software, you should see this screen:
Now take a moment and think about what search term you would use if you were
looking for information relating to the market you’re investigating. Let’s use wedding
planning as an example.
Type in your search term into the software and click the “search” button. The numbers
that come back show you how many times this search term and related terms were
searched for on Google in a single month!
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For example the term ‘Wedding Planning’ brings back the following results:
This shows that 246,000 people searched for the words ‘wedding planning’ in a single
month.
There is no hard and fast rule for the exact number of searches per month you need
to create a profitable business. At this stage you are just trying to get an indication of
whether a large market exists.
As a rule-of-thumb, look for count values of greater than 10,000.
For example, with 246,000 searches a month, it is clear that a lot of people are
searching for information about wedding planning.
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However, if you were investigating the ‘Sea Snail’ market you would get the following
results:
No matter how much you love sea snails, they do not appear to be a good topic to
select if you are trying to develop an ebook that will sell.
Question #2
Are members of your target market able and willing to PAY for information relating to
this area?
This is the most important question that you need to answer before proceeding with
an Underachiever project. It doesn’t matter if your area of interest attracts a million
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searches per month if none of those people are willing to pay for your ebook.
To answer question two properly, you will need to answer five sub questions:
•
Question 2a: Does a typical member of your target market have a credit card?
This is a simple “Yes or No” question that you should be able to answer from
your knowledge of your target market. For example, if your target market is
students you may want to reconsider your project or change your approach to
target their parents.
Often times I hear people who are excited about the idea of a niche they can
get into because there are “so many people” in that space. For example I had a
friend who saw a huge market he wanted to go into relating to video games.
He spent a fortune trying to launch his product in this niche. What he found
out was that the kids who were playing this video game (while there were a lot
of them) did not have credit cards – and it’s hard to sell your mom on why you
need to buy an ebook that will help you play your video game better.
•
Question 2b: Does a typical member of your target market have disposable
income?
A lot of times you’ll find a market that is passionate and willing to buy, but
they just aren’t able to buy. For example I know someone who made an info
product for people who had just gone through bankruptcy. While most of
these people really wanted his product, their disposable income was gone and
they couldn’t afford to buy what he was selling at any price.
If people don’t have money then they are not going to buy your ebook no
matter how useful the information is. Again, students often don’t have a lot of
disposable income.
The late Gary Halbert (copywriting and marketing genius) summed this up
well when he said, “If you are going to spend the time and effort to develop
a product, make sure you develop something that will appeal to Players
with Money.”
•
Question 2c: Can you find a direct competitor?
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Despite what logic would tell you, having some competition is actually a great
thing. Every time someone comes to me with an idea and says, “I thought it
was a good idea, but then I saw two other people doing it,” I tell them, “Great!”
Now, that response may come as a surprise to you. When most people find a
competitor they think, “Someone has beaten me to it!” and then they give up
on their idea.
This is the wrong way to look at things. You should look upon direct
competitors as a positive signal that there are people making money in this
market. It’s when you can’t find direct competitors that you should start to
worry.
Many people get excited when they find that they have no competition.
They see this as an indication that they have come up with a unique idea and
imagine themselves to be trailblazing pioneers.
But trust me - you do not want to be a trailblazer. It is a much better idea to
find an area that has been proven to be profitable and then come at it from
your own unique angle.
A good way to search for direct competitors is to go to www.Google.com and
enter your search term plus the word ‘ebook.’ For example, “wedding planning
ebook,” or go to www.ClickBank.com and look in their marketplace for other
competitors.
•
Question 2d: Can you find four other products that are being sold to your
target market?
For this I’m not talking about your competition, but other products sold to your
market. So if you want to sell a golf ebook, what other products are being sold
to those same buyers? Golf shoes, videos, etc...
Answering this question is another good way to establish that people in your
target market are spending money online.
•
Question 2e: How much money are advertisers paying to advertise in this area?
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This is a great way to assess the profitability of potential markets. The idea
behind this question is that advertisers generally only spend money to run ads
if there is money to be made in a particular area.
Therefore, if advertisers are not spending money in a market, it may indicate
that the market does not spend a great deal of money online.
Here’s how to find out how much money advertisers are willing to spend in a
particular market:
The first step is to go to www.SpyFu.com and enter your keyword. For this
example I’m going to use “wedding planning” again.
After I’ve entered the search term and click the Search button, it will pull up a
chart like this:
This chart shows me a few very cool things:
•
Cost / Click is $1.33 - $1.63
Cost/Click is the amount Google charges an advertiser every time someone
clicks on one of their ads. Google lets advertisers bid for keywords and
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generally the higher the bid, the closer the ad is to the top of the page. That’s
why there is a range. Some advertisers adopt a strategy of bidding as much as
is necessary to always get the top ad position. Others would rather minimize
costs by bidding lower and appearing near the bottom of the page.
•
Clicks / Day: 104 - 144
Clicks Per Day is the number of clicks that Google estimates it can deliver from
an ad that appears on its search result page for this keyword. So, assuming that
you don’t exceed your max daily budget, you should receive this number of
visitors daily if you advertise on this keyword.
•
Cost / Day $120.63 - $252.83
If you advertise with Google on this keyword for an entire day, assuming you
don’t exceed your max daily budget, this is how much you should expect to
pay. Google lets advertisers bid for keywords and generally the higher the bid,
the closer the ad is to the top of the page.
•
Advertisers: 6
Advertisers is the number of domains that pay for an advertisement to appear
on Google’s search result page for this keyword. The maximum number is 21
because SpuFu only drills down to the second page of ads.
•
Search Volume: 740
Search Volume is the average number of searches Google receives for this
keyword on a daily basis.
Because nowhere in the Underachiever system will I be teaching you how
to use typical PPC ads, we don’t really care how much the bids are, more
important is that people are paying for those keywords.
Also note that because of recent changes in Google, many information
marketers who use to use Google’s PPC program to drive the majority of their
sales, no longer are using them for paid advertising, so Google is less valuable of
a tool to determine how much people are paying for ads then it used to be.
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Now it’s your turn.
Make copies of the worksheet on the following page and use it to assess the potential
profitability of each of your niche markets.
Create a shortlist of markets that have the following characteristics:
•
•
•
Number of searches per month are higher than 10,000
The answers to questions 2a-2d are all ‘Yes’
You can find competitors in ClickBank.com
From your shortlist select the market that looks like it will be the best to use for your
first Underachiever website!
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Finding and Filtering Hot Markets Worksheet
Market:
QUESTION #1 - IS THERE A LARGE TARGET MARKET FOR
INFORMATION RELATING TO THIS MARKET?
Search Term:
Number of Searches/Month:
Based on the above, the answer to question 1 is:
YES | NO
QUESTION #2 - ARE MEMBER OF THIS MARKET ABLE AND
WILLING TO PAY FOR INFORMATION RELATING TO THIS AREA?
Q2A. Does a typical member of your market have a credit card?
YES | NO
Q2B. Does a typical member of your target market have disposable income?
YES | NO
Q2C. Can you find a direct competitor
YES | NO
Competitor’s Website:
Q2D. Can you find 4 other products that are being sold to your target market?
YES | NO
Product 1:
Product 2:
Product 3:
Product 4:
Q2E. How much money are advertisers paying to advertise in this area?
$
(Enter the third advertiser bid from Overture.com)
Based on the above, the answer to question 2 is:
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YES | NO
CHAPTER 2
ASK THEM WHAT
THEY WANT
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Your Fly Catcher Page
Now that you have selected a niche market it’s time to ask members of your market
what they want. The way we do this is by creating what we call a flycatcher page.
The easiest way to explain how a flycatcher page works is to show you an example:
This is a tiny, one page website I setup that asks just one simple question. “What is your
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biggest question about
?” and is the key to the whole Underachiever system.
It is going to give you the information you need to create your product, write your sales
letter and so much more!
One of the very first products I started to create (before I learned about the
Underachiever system) was on how to overcome pornography addiction.
I initially created the product for people who had pornography addictions. I spent a lot
of time and money creating the product, writing the sales letter, and more.
After I learned about a flycatcher page and how to run an ask campaign, I quickly found
out that while I had picked a hot market, I made two fatal mistakes:
1. I was targeting the wrong person.
2. I was giving them what I thought they wanted, not what they actually wanted.
Before I ran the survey, I thought that my target market was men with pornography
addictions. What I quickly found out when I ran the ask campaign was that the BIGGER
market was the wives and mothers of people who had pornography addictions. I also
found out that the product I was creating didn’t answer ANY of the questions they
were asking.
You will see in the next sections how we take these questions and they become the
content for the product and also our sales letter!
Here is a screenshot of a few of the question I got back from my “Overcome
Pornography” ask campaign:
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The first step to setting up your first flycatcher page is to open up the “Ultra
Underachiever Software” program that came with this system. You are going to want
to open the “Market Mind Reader” software:
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After you open the software for the first time, you are going to see a screen like this:
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The first step if this is your first time using the software is to click on the “Click here if
you don’t have an account” link at the bottom. It will take you online where you can
create an account to the online version of the software.
After you’ve created your account online, then come back and put your username and
password into the software.
After you login, you will then be taken to a page that looks like this:
This will show you all of your current fly catcher pages, and give you the ability to
create surveys, view your answers and more. Let me walk you through the simple steps
to use the software.
Step #1: Add A Survey
Click on the “Add Survey” button to create your first survey. You will then be taken to a
form that looks just like this:
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Be sure to look at how I answered the questions above, because the words that you put
into these boxes will become the text in your flycatcher page.
And that’s it...!
It’s that simple! Your first flycatcher page is finished!
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Step 2: View Links
Now that you’ve created your survey, let’s go look at your flycatcher page! First click on
the “View Links” button, and you’ll see this:
The software gives you two options:
1. The first option is a direct link to your flycatcher page that we are hosting for you!
2. The second option (for you techie people) gives you an embed code for the form
that you can put on your own website, and then customize the page for yourself.
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Here is what the hosted version of your flycatcher page looks like:
Notice that it inserted the four things that you entered into the software during step
one into the flycatcher page:
1.
2.
3.
4.
Title of the product
The number one question text
Your name
Where to redirect them after they submit the form
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Step 3: View Results And Keywords
After you have had people fill out your survey, you can view what people asked, and
also look at the keyword density from all responses in that survey.
View Answers:
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View Keywords:
This becomes very helpful when you get a lot of submissions and you can see what
keywords your market uses when they are trying to find answers to their problems.
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Your “Ask Campaign”
After you have your flycatcher page setup, you need to run an “Ask Campaign.” Your
ask campaign is the process of sending visitors to fill out the flycatcher page to find out
exactly what your target market wants.
There are basically two steps to running an ask campaign:
1. Creating traffic / people to your flycatcher page
2. Compiling the question your receive into an “outline” for your ebook
Getting Traffic To Your flycatcher page
The fastest way to get people to fill out your survey is to find out where your target
market is already congregating, and ask them to fill out your survey.
Now, I used the word “congregation” on purpose.
When you hear the word congregation, what do you normally think?
Yes, churches.
People congregate together based on similar beliefs, interests and values. So, all of the
Baptists congregate together each week. All of the Catholics, Mormons and Muslims
also congregate together with others of their faith. I don’t care who you are, EVERYONE
self congregates themselves together based on their beliefs.
So, if I had a survey that was targeted towards Baptists, where would I go to find out
what their “number one question about
” is?
Of course you’d go to the Baptist church because your target market is gathering
together there each week, and you can identify and find them easily.
Now, don’t worry, I’m not telling you to go out and go to churches to get responses
to your ask campaign. I just want to illustrate the concept of “congregation” because
people self congregate themselves together every day online!
That is the power of the internet. Before the internet, where would a potato gun
enthusiast go to meet other spud shooters? Because of location and proximity it was
impossible for niche groups to meet together.
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Now because of the internet, we all have the ability to congregate together based on
our interests.
Just think, what forums or fan book pages do you frequently visit? What newsletters or
email lists do you belong to? You’ve congregated yourself with others who have the
same interests as you.
When I was wrestling, I used to spend HOURS a day at TheMat.com along with 30,000
other wrestlers talking about wrestling. And guess where the savvy marketers were
who were selling wrestling shoes and technique dvds?
Yes... they were on that site because they found the existing congregation and then
simply put their message out in front of everyone!
So, as a marketer, there are two important questions we always have to ask ourselves.
1. Who is my target market?
2. Where are they congregating?
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When I created my potato gun flycatcher page, I immediately went to Foogle and
typed in “Potato Gun Forum” and found quite a few forums full of potato gun
enthusiasts.
Check out the congregation at SpudFiles.com:
Yes, they have 8,987 people who are on that site talking about potato guns.
So, now I know a few things:
1. I have my flycatcher page setup
2. I know my target market
3. I know where they are congregating
All I have to do now is go and become part of that community, provide some value to it
(so they don’t think I’m just an annoying marketer), and after I’ve provided some value,
just ask a simple question: “What Is Your #1 Question About
?”
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And then ask them to simply fill out your survey in exchange for a free copy of your
product when it’s finished!
Ultra Underachiever Traffic Generator Software
I’m not going to talk about this now, but you can also use the “Ultra Underachiever
Traffic Generator” software that was included in this system.
In chapter 3b I will be showing you exactly how to use this software to get thousands
of targeted visitors to your website quickly. You can also use this powerful software to
get people to your flycatcher page.
Your 100 Questions...
The goal is to get about 100 people to fill out the survey. You can then take the
responses you receive and use them in a few ways.
•
Answer the Questions: When you are ready to create your product, you can
take the questions you received and simply answer them. This is the easiest
way to give your customers exactly what they want.
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•
Use the Questions in Your Sales Copy: When you create your sales letter, you
will turn those questions into bullet points. For example, if someone asked you,
“what’s the best way to train your parrot how to speak?” you will turn that into
a bullet point in your sales letter that says, “Discover the best ways to teach
your parrot how to speak!”
•
Find Out What They Want So You Can Give it to Them: The most important
reason to ask your target market what they want is so you will know what they
want (not what you THINK they want).
I have a close friend who had a product that taught students how to get a college
scholarship. He tried for months to sell the product, but couldn’t get any traction. He
was about to give up when he had a thought. “I wonder if the parents of the high
school kids would want to buy this product.”
So he changed the sales letter to be written to the parent instead of the students and
almost overnight his product became a huge success.
One of the other benefits of running an “ASK” campaign is if no one will fill out your
survey, then you will know that the market you wanted to go after isn’t looking for that
information.
Why Run an “ASK” Campaign?
These are the four major questions that your “ASK” campaign will answer for you:
•
•
•
•
Who should you be selling to?
What do they actually want?
What are their pain points?
What words do they use to describe it?
Now, after I have the questions back from my “ASK” campaign, I am going to use those
questions to create my system outline or table of contents. What normally happens is
from the 100 responses you get back, you are going to get eight to 10 core questions
from your audience.
I then take these 8 to 10 questions and turn them into chapter or module titles. After
you have this outline, it becomes very easy to create your product. If you’re writing a
book, just answer the questions in each chapter. If you’re making an audio or video
product, each module is simply you answering the questions that your market has
asked you.
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Let Me Show You The Flycatcher => Ask
Campaign In Action
Let me show you the steps I took when I created my “How To Make A Potato Gun
Product.”
Step 1: My FlyCatcher Page
I setup my flycatcher page the same way I showed you earlier:
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Step 2: Run An Ad
I identified who my target market is AND where they are congregating. I then asked my
potato gun brothers for some help with my survey:
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Step 3: Ask Campaign
I get immediate feedback from them letting me know what their number one question
is about how to make a potato gun. I run this campaign until I get 100 responses to my
question.
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Step 4: Compiling The Questions Into A Table Of Contents
After I have the 100 questions back, while I start reading through them all, I’m going to
quickly notice some trends. I will categories each of these questions into “modules” or
“chapters” (you’ll see why in the next chapter). I title each chapter with a “How To” and
then list the major questions that relate to that chapter from the survey that fit under
that chapter heading.
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Step 5: Re-Write The Questions Into Bullet Points
Now that we already know what our target market is looking for, we need to take their
questions, and turn them into selling statements so when they come to our site, we are
providing EXACTLY what they want!
In chapter 3A we will be using these bullet points for the sales letter, but I want you to
create them now, so you make sure that you answer each of the promises that you are
making in your book when you start creating it.
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CHAPTER 3A
GIVE IT TO THEM
(CREATING THE PRODUCT)
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The Magical World Of Outsourcing
For most people the biggest barrier to creating and publishing an eBook is the
fear of writing. The thought of writing a book is very intimidating and most people
immediately put it in the ‘too hard’ basket.
What these people fail to realize is that there is no rule that says that you have to write
a book in order to own it.
In fact, it may come as a surprise to you to learn that many people who are ‘authors’ of
bestselling books didn’t actually write their books at all!
A great example of this is Lance Armstrong’s inspirational book ‘It’s Not About the Bike.’
This book describes Lance Armstrong’s battle with cancer and his amazing recovery to
win the Tour de France six times in a row. It is an international bestseller and has been
read by millions of people all over the world!
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If you look closely at the book cover you can see that it says BY Lance Armstrong WITH
Sally Jenkins. What this means is that Lance Armstrong worked with Sally Jenkins to
make his book a reality.
Lance Armstrong is a professional cyclist not a writer. He and many other elite
athletes realize that the quickest way to write and publish a book is by working with a
ghostwriter.
A ghostwriter is someone who is paid to write material for their clients. Ghostwriters
may work for a flat fee or for a percentage of the profits from book sales.
Now you may be thinking that only elite athletes or celebrities can afford to hire a
ghostwriter but, these days it is easy and surprisingly affordable to hire a professional
writer using the internet.
The website I recommend for hiring a ghostwriter is called www.Odesk.com.
Here’s a brief overview of how things work at Odesk.
1. You post a project that describes the task you want done
2. Writers from around the world bid to work on your project
3. You review samples of each writer’s work and read feedback from previous
customers
4. You select a writer
5. Your writer completes your project for an agreed fee
Okay, let’s get started.
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Step 1: Register with Odesk.com
Click on the “Create An Account” button at the top, and then fill out the form on the
next page to create your account.
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Step 2: Post Your Project
After you login, click on the big yellow “Post A Job” button.
You will then be taken to a page that looks like this:
Choose a project title that describes what you need, but does not give awy the niche
you are targeting. For example, use “Ghostwriter Needed” rather then “Writer needed
to write a book about rabbit farming.”
I usually like to set my budget at between $500 to $750 for an 80 page ebook.
When you describe your product, use this simple template:
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Replace the word <WHATEVER> with the topic of your book.
Step 3: Choose Your Writer
After a day or two, you will start seeing bids come in and you will be able to review the
bids from writers who want to undertake your project.
When you start this process, each person who bids will submit to you a cover letter
with their proposal. You will also be able to see all sorts of information about each
person.
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You’ll get to see their feedback from others who have worked with them in the past:
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You’ll be able to see recent work history. This will give you an idea about the other
types of jobs they have taken in the past and how well they have done with them:
You’ll also be able to see what test and certifications they have taken within odesk:
While all of these are great indicators of talent, you always want to make sure that you
look over samples of their work so you can see if you like their writing style.
Be sure to message them and start communicating with a bunch of people.
Remember, this is like a job interview for them and for you, so make sure you get to
know who you are going to hire, and become very comfortable with them before you
get started.
After you’ve found the person you feel comfortable working with, it’s time to hire them!
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Step 4: Work With Your Writer
After selecting your writer, you should send them the list of questions that you
collected during your ask campaign as well as the table of contents you created.
You should instruct your writer to make sure that the book they are developing
answers all of these questions, as well as other things they find that are related to your
chapter titles.
From this point onwards, it is the writer’s responsibility to conduct the research
necessary to answer these questions and present the results in a well structured, high
quality eBook.
You should keep in touch with your writer by using the message boards within oDesk
and ask to see sample chapters as they are created.
Within about three weeks you should have your finished eBook!
When you receive your eBook make sure you get the original Microsoft Word file as
well as a pdf document just in case you have to make updates later on.
Congratulations, you are now the owner of a professionally written eBook that answer
the specific questions requested by members of your target market!
The next step is to write a sales letter to sell your product to your market.
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How To Write A Killer Sales Letter
One of the most crucial skills that separate people who are successful on the Internet
from those who struggle is the ability to write a compelling sales letter.
I’m sure that you’ve probably seen a lot of sales letters online, and noticed that those
letters are very long!
You may initially think that no one would ever read all of this information on a website
but it has been proven time and time again that if someone is interested in what you
are selling, they will read every word of a long form sales letter. It has also been proven
that this is without a doubt the most effective way of selling a product online.
Luckily for you, included in this system is software that will help you to write your very
first sales letter!
So open up the “Ultra Underachiever Software” program that came with this system,
and click on the website builder tab.
I recommend having this book open as you go through the software the first time
because it will help you to understand the best way to “fill in the blanks” when you’re
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writing your first sales letter!
To help you write an effective sales letter I have created an easy to follow step-by-step
system which I call the Building Block Sales Letter System.
This system is based on the idea of building a tower with children’s blocks.
What you are going to do is develop a series of simple ‘building blocks’ by filling in the
following worksheets (or tabs in the software) and you will then be able to stack them
one on top of the other to create your sales letter.
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Building Block 1: Your Headline
The first building block that we will look at is your ‘Headline Block.’
Many people mistakenly believe that the purpose of a headline is to attract as many
people as possible. This is incorrect.
The real purpose of a headline is to grab the attention of your ideal customer. For
example, let’s say that you created an Underachiever website about how to make
money as a wedding planner.
You could write a headline like:
“Learn How To Make $100 An Hour Doing What You Love”
This headline would have appealed to just about everyone.
However, if you are targeting a niche market, then it would make more sense to go
with a headline that reads:
“Who Else Wants To Know How To Make Money Being A Wedding Planner?”
To anyone other than a wedding planning enthusiast, this headline is of no interest,
but to someone who loves wedding planning it is extremely effective because it is
specifically talking to them.
Once you have isolated your customer from the crowds of random surfers, you must
give them a compelling reason to read your letter.
Remember, your reader will be judging your letter using the W.H.A.M principle:
•
•
•
•
Why and
How does this
Affect
Me?
They don’t really care about you or how proud you are of your new eBook. They just
want to know what’s in it for them.
Your headline should therefore also contain a tangible benefit that will convince your
reader that it is worth reading your letter.
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For this example, I’m going to use my “How to Make a Potato Gun” sales letter. Let’s
take a look at its headline:
The tangible benefit that is offered is a way to make a potato gun for under $30, which
is a great benefit if you have a genuine system to back up your claim.
The easiest way to develop an effective headline is to use proven headlines as a guide.
You can then substitute your product into the existing headlines until you find
something suitable.
For example:
•
Original Headline: “Who Else Wants A Whiter Wash – With No Hard Work?”
•
Modified Headline: “Who Else Wants To Learn How To Make Their Own Potato
Gun For Under $30 From Things You Can Find At Your Local Home Depot?”
Now it’s your turn. On the following pages is a list of 101 of the best headlines ever
written. Go through the list and jot down as many potential headlines as you can. Then
have a break and revisit your list to narrow it down to the five headlines you like best.
Use Building Block Worksheet number one to record your headline shortlist and then
read them out to members of your target market. Ask them which headline they find
the most compelling.
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101 Greatest Headlines Ever Written
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
15.
16.
17.
18.
19.
20.
21.
22.
23.
24.
25.
26.
27.
28.
29.
30.
31.
32.
33.
34.
35.
36.
They laughed when I sat down at the piano - but when I started to play!
They grinned when the waiter spoke to me in French - but their laughter
changed to amazement at my reply.
Do you make these mistakes in English?
Can You Spot These 10 Decorating Sins?
How a “fool stunt” made me a star salesman
How a strange accident saved me from baldness
Who else wants a screen star figure?
Who else wants a lighter cake - in half the mixing time?
Free to brides - $2 to others
Free to high school teachers - $6 to others
Announcing the new Ford cars for (year)
Are You Ashamed of Smells In Your Home?
Buy No Desk Until You’ve Seen The Sensation Of The Business Show
Can You Talk About Books With The Rest Of Them?
Car Insurance At Low Cost - If You’re A Careful Driver
Car Owners......Save One Gallon of Gas Every Ten
Double Your Money Back If This Isn’t The Best Onion Soup You Ever Tasted
Free Book Tells You 12 Secrets Of Better Lawn Care
Get Rid Of Money Worries For Good
Girls......Want Quick Curls?
Greatest Bible News In 341 Years
Great New Discovery Kills Kitchen Odors Quick - makes indoor air “country
fresh”
Hand Woven by the Mountain People of New Mexico
Have You These Symptoms of Nerve Exhaustion?
Five Familiar Skin Troubles - Which Do You Want To Overcome?
“Here’s an extra $50, Grace - I’m making real money now!”
Here’s a Quick Way to Break Up a Cold
How a Man of 40 Can Retire In 15 Years
How I Became Popular Overnight
How I Improved My Memory In One Evening
How I Made A Fortune With A “Fool” Idea
How Investors Can Save 70% On Commissions This Year
How I Raised Myself From Failure To Success In Selling
How To Do Your Christmas Shopping in 5 Minutes
How I Retired On a Guaranteed Income for Life
How I Started a New Life With $7
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37.
38.
39.
40.
41.
42.
43.
44.
45.
46.
47.
48.
49.
50.
51.
52.
53.
54.
55.
56.
57.
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64.
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66.
67.
68.
69.
70.
71.
72.
73.
74.
75.
76.
77.
How $7 Started Me On The Road to $35,000 a Year
How The Next 90 Days Can Change Your Life
How To Beat Tension Without Pills
How To Collect From Social Security At Any Age
How To Feel Fit At Any Age
How To Get Rid of an Inferiority Complex
How To Get Your Cooking Bragged About
How To Have A Cool, Quiet Bedroom Even On Hot Nights
How To Make Money Writing Short Paragraphs
How To Stop Worrying
How To Stretch Your Inflated Money
How To Win Friends and Influence People
How $20 Spent May Save You $2000
How you Can Get a Loan of $500
I Lost That Ugly Bulge in 2 Minutes With This Reducing Belt
It Cleans Your Breath While It Cleans Your Teeth
“I Gambled With 3 Cents And Won $35,850 In 2 Years”
Imagine Me....Holding an Audience Spellbound for 30 minutes.
“I’ve Tried ‘Em All, But This Is The Polish I Use On My Own”
I Was Tired Of Living On Peanuts - so I started reading (publication)
Men who “know it all” are not invited to read this page
Money-saving Bargain from America’s Oldest Diamond Discount House
New....a Cream Deodorant Which Safely Stops Perspiration
New House Paint Made By (manufacturer)
No Time For Yale - Took College Home By Reading The Harvard Classics
Now! Own Florida Land This Easy Way. $20 Down and $20 a Month.
One Place-setting Free For Every Three You Buy.
Order Christmas Gifts Now - Pay After January 20.
Owners Save 20% to 50% On Fuel With The (name) Oil Furnace
Play Guitar in 7 Days or Money Back
Quick Relief for Tired Eyes.
Lose Ugly Fat - an Average of 7 Pounds a Month.
If You Are A Careful Driver You Can Save Money On Car Insurance.
Readers Digest Tells Why Filtered Cigarette Smoke Is Better For Your Health
Ways To Beat The Overweight Habit
Ways To Beat The High Cost Of Living
New Ways To A Man’s Heart In This Fascinating New Book For Cooks
The Lazy Man’s Way To Riches - Most people are too busy earning a living to
make any money
The Deaf Now Hear Whispers
The Most Amazing Shakespeare Bargain Ever Offered
The Most Comfortable Shoes You’ve Ever Worn Or Your Money Back
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78.
The Most Complete and Most Scholarly Dictionary in the English language
$17.50......Publisher’s List Price: $90
79. The Secret of Making People Like You
80. The Tastiest Ocean Treat from Gloucester- Plump, Tender, Juicy Salt Mackerel
Fillets
81. They Thought I Was Crazy To Ship LIVE MAINE LOBSTERS as far as 1,800 miles
from the ocean.
82. Thousands Have This Priceless Gift - But Never Discover It
83. Thousands Now Play Who Never Thought They Could
84. To A Mother Whose Child Is Three Years Old
85. To A $15,000 Man Who Would Like To Be Making $30,000
86. To A Man Who Is 35 And Dissatisfied
87. To Men Who Want To Quit Work Some Day
88. You Don’t Have To Be Rich To Retire On a Guaranteed Income For Life
89. A WARNING To Men Who Want To Be Independent In The Next Five Years
90. Wanted: Safe Men For Dangerous Times
91. Wanted - Your Services As A High-Paid Real Estate Specialist
92. What’s New In Summer Sandwiches?
93. Tonight Serve This Ready-mixed Chocolate Pudding
94. Who Else Wants A Whiter Wash - With No Hard Work?
95. What’s Wrong In This Picture?
96. When Doctors “Feel Rotten” This Is What They Do
97. Which Of These Five Skin Troubles Would You Like To End?
98. Will Your Scalp Stand The “Fingernail Test?”
99. Give Me 5 Days and I’ll Give You a Magnetic Personality..... Let Me Prove It Free
100. What Makes A Woman Lovable?
101. To People Who Want To Write - But Can’t Get Started.
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Building Block 1 Headline
MY HEADLINE SHORTLIST
MY MAIN HEADLINE
Review Checklist
Will your headline appeal to your ideal customer?
YES | NO
Does your headline contain a tangible benefit?
YES | NO
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Building Block #2: Your Opening
The next building block that you will create is your ‘Opening’ building block. This block
is very easy and should only take a few minutes to create.
There are three parts to your ‘Opening’ building block.
1. Revealing who your letter is from
2. Your Greeting
3. An Opening Sentence
The first part is simply reveal who the letter is from.
The second part is your greeting. Just keep it simple. Don’t use ‘Dear Reader’ or
anything weird like that. Just use Dear Friend.
The third part of your ‘Opening’ building block is your opening sentence. A good format
to use is the ‘If – Then’ opening. The ‘If – Then’ opening basically says “If you are my ideal
customer, then you should read this letter.” Of course you can’t actually say that!
So here is the opening for my “How to Make A Potato Gun” sales letter:
Using this example as a guide, take a moment to fill in the worksheet on the following
page to complete your ‘Opening’ building block.
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Building Block #2 – Opening
REVEAL WHO THE LETTER IS FROM
YOUR GREETING
Dear Friend,
YOUR OPENING SENTENCE
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Building Block #3: Connect With Your Reader
The aim of this block is to connect with your reader and to establish that what you
have to say is relevant and important to them.
To do this effectively you have to :
•
•
•
•
•
•
Know how your customer thinks
Know how your customer feels
Know what your customers’ biggest frustrations are
Know what your customers’ biggest worries are
Know what your customer really wants
Identify common experiences that your customer can relate to
You can obtain a lot of this information by reviewing the questions that you received
from your flycatcher page.
Another good way to get in touch with your target market is to simply talk to them,
either directly or on the phone.
The worksheet on the following page will help you to collate the information you need
to really “tune in” to your target market.
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Building Block 3a: Connect With The Reader
1. WHAT ARE MEMBERS OF YOUR TARGET MARKET MOST
FRUSTRATED ABOUT?
2. WHAT ARE MEMBERS OF YOUR TARGET MARKET MOST
WORRIED ABOUT?
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3. WHAT DO MEMBERS OF YOUR TARGET MARKET WANT MORE
THAN ANYTHING ELSE?
4. WHAT ARE SOME SPECIFIC EXPERIENCES THAT MEMBERS OF
YOUR TARGET MARKET CAN RELATE TO?
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Building Block 3: Connect With Your Reader (cont.)
It is now time to use the information that you have collected to develop your ‘Connect
With Reader’ building block. What you really want to do is create a brief story that your
readers can personally relate to. As they read this story they should be nodding their
head and saying, “Hey, that’s just like me!”
They should become more and more engaged by your letter as you touch upon their
greatest frustrations and worries. To see how this works in the real world, see how we
did it in my potato gun letter:
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Building Block 3b: Connect With Reader
MY CONNECT WITH READER BLOCK
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Building Block 4: Credibility
Now that you have connected with your reader, it’s time to develop your ‘Credibility’
block. The aim of this fourth building block is to establish why the reader should be
interested in listening to what you have to say.
Now, if you’re not an expert, it’s very important that you don’t represent yourself as
one. Not only would this be morally wrong but it would probably also be considered
false advertising which is illegal.
Never make any claims in your sales letter that are not 100 percent true.
The best way to achieve credibility for an Underachiever site is to tell the truth! Tell
your reader that you asked people just like them what they wanted to know and then
you answered their question.
Here’s the excerpt from my letter:
Using this as an example, create your own credibility block and write it down on the
worksheet on the next page.
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Building Block 4: Credibility
WHY SHOULD A VISITOR TO YOUR SITE BE INTERESTED IN
READING WHAT YOU HAVE TO SAY?
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Building Block 5: Power Bullets
A Power Bullet is a brief descriptive statement that describes a single benefit that your
eBook provides.
Power Bullets are one of the most effective components of any sales letter. Often a
single bullet point that specifically appeals to a reader can be enough to convince
them to purchase your product. Here are some example bullets from my letter:
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As you can see, good power bullets catch your readers attention. It’s wise to start your
bullets with words like:
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
Discover...
Find out...
How to...
Learn...
The techniques that...
The hidden...
The surprising...
The little-known secret that...
The very best ways to...
An ingeniously simple secret to...
EXPOSED...
REVEALED...
The tiny adjustment that...
7 ways to...
The truth about...
The other important thing to notice is that most of the Power Bullets are ‘blind.’ What
this means is that the Power Bullet gives a clear picture of the benefit that the reader
will receive but does not give away the exact secret you’re talking about. This acts to
make the reader very curious about the contents of your eBook. One of the best things
about the Underachiever Secrets system is that you can use the questions that you
collected on your flycatcher page to create your power bullets. For example:
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? FROM YOUR FLYCATCHER PAGE POWER BULLET
How do I get started?
How to quickly and easily get started in making your first potato gun (it truly is easier then eating French fries!)
What type of pipe should I use? Discover the only pipe we will ever use AND the secret Psi rating that will guarantee that your potatoes go farther
and your gun will last longer!
What type of propellants should I use?
Discover the secret propellant that we accidently stumbled upon (when we ran out of hair spray) that immediately made our gun shoot over 40 yards farther every time!
Do you now see why I gave you that assignment in chapter two?
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Building Block #5 – Power Bullets
? FROM YOUR FLYCATCHER PAGE
POWER BULLET
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Building Block 6: Testimonials
One of the biggest problems on the Internet is developing trust. A great way to do this
is to use genuine testimonials from people who have read your ebook to reinforce the
value of your product.
Now you may be asking “How do I get testimonials when I am just starting out and
haven’t sold any copies of my book?”
To answer this question, think back to when you set up your Flycatcher page.
Remember that you promised the people who submitted a question that they would
get a free copy of your book?
Well, as soon as you receive your book from your Odesk writer, you should fulfill your
promise and send a free copy to the people who gave you questions.
When you send them the ebook, thank them for their help and ask if they would give
you some feedback on what they think of your finished book.
A few people will hopefully take the time to reply.
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Building Block #6 – Testimonials
YOUR TESTIMONIALS
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Building Block #7: Price Justification
The next building block is your ‘Price Justification’ block. The purpose of this block is to
highlight the value that your product provides. The best way to do this is to identify a
more expensive alternative to your product and then contrast your product with this
alternative. For example, let’s say that you are selling your eBook for $39.95. While this
is quite a lot of money, compared to a $2,000 seminar, it is very cheap and represents
exceptional value. When selling your eBook, here are some things that you can use to
justify your price:
•
•
•
•
•
The cost of seminars
The cost of courses
The cost of personal tuition
The cost of other existing products
The cost of consulting fees
It’s a little trickier with potato guns, but here’s how we did it:
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Building Block #7 – Price Justification
IF YOUR BOOK DIDN’T EXIST HOW ELSE WOULD SOMEONE
OBTAIN THE INFORMATION YOU ARE PROVIDING? EG.
SEMINARS, PERSONAL TRAINERS, ETC.
EXACTLY HOW MUCH WOULD THESE ALTERNATIVES COST
YOUR CUSTOMER?
MY PRICE JUSTIFICATION BLOCK
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Building Block 8: Guarantee
One of the main barriers to making sales online is that people are genuinely afraid of
being ripped off. Their fears include:
•
•
•
Paying with their credit card and then not receiving your product
Receiving a poor quality product that does not meet their needs
Being out of pocket and not being able to get their money back
All of these concerns are completely valid.
The best way to address these concerns is to offer your customers an Iron Clad Money
Back Guarantee.
When your prospects reads a well worded guarantee, it gives them confidence that
they will get exactly what they are looking for. It takes away the risk associated with the
purchase and also gives them more confidence in you.
Many people think, “If I put my money back guarantee in my letter people will just read
my book and then ask for their money back!”
If you are offering a high quality product that truly delivers on the promises that
you make in your sales letter, you will find that very few people take you up on your
guarantee. Remember, 98 percent of people are honest and you should cater for that
majority. The extra sales generated by offering a comprehensive guarantee will more
than compensate for the tiny minority of dishonest people who will abuse it.
Do you remember the guarantee I gave you when you bought this course? Here’s
another look:
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Building Block 8: Guarantee
MY GUARANTEE BLOCK
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Building Block 9: Bonus
By this point in your sales letter your reader should be just about convinced that they
are going to buy your eBook. What you need now, is that something extra to nudge
them over the threshold.
The best way to do this is by adding bonuses.
Your Bonus Block should provide your reader with something that has a high perceived
value that they receive at no extra cost.
A good way to develop your bonus is to ask yourself the following question:
“What else could I give my customer that would help them solve their problem?”
Here is a list of ideas of things you could offer as a bonus:
•
•
•
•
•
•
•
•
•
An email or a phone consultation
A list of web resources
A workbook
Access to a members area
An additional eBook (one you create, or one you purchase resale rights to)
A collection of useful letters
An interview with a leading expert in your niche
The transcripts of an interview with leading experts in your niche
Downloadable videos
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Building Block 9: Bonus
WHAT ELSE COULD YOU GIVE YOUR CUSTOMER TO HELP
THEM SOLVE THEIR PROBLEM?
MY BONUS BLOCK
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Building Block 10: Call To Action
Your ‘Call To Action’ block needs to do two things:
1. It needs to make it very clear what the reader needs to do to order your eBook
2. It needs to create a sense of urgency that makes the reader act immediately
Don’t back away from asking for the order. If someone has read all the way to the end
of your sales letter, chances are that they are very interested in your offer, so make it as
easy as possible for them to order.
A good way to create a sense of urgency is to let your reader know that the price of
your eBook is an introductory price only and that the price may increase in the near
future. This should in fact be quite true because when you release your eBook you
need to determine the most profitable price point for your eBook.
The best way to do this is to start at a low price like $19.95 and then two weeks later
increase the price to $24,95 then two weeks later increase the price to $29.95 then
increase it again to $39.95.
At each price point, you should calculate the profitability of your business. The
important thing to understand here is that the higher price point may be more
profitable even though you may sell fewer eBooks. For example, five sales at $19.95
leads to $99.75 in income, BUT 3 sales at $39.95 leads to $119.85 in income.
So you do not necessarily want to find the price at which you sell the most books, but
rather the price at which your business is most profitable.
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Building Block 10: Call To Action
MY CALL TO ACTION BLOCK
Review Checklist
Does your block clearly describe what the reader needs to do to order your eBook?
YES | NO
Does your block create a sense of urgency that encourages the reader to act
immediately? YES | NO
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Building Block 11: P.S.
The final building block that you will need for your sales letter is a P.S. block. Don’t
underestimate the importance of this block. Many people actually scroll through a sales
letter and read the P.S. before they read anything else!
Your P.S. is an opportunity to restate the key benefit that your eBook provides. In many
ways it is like a ‘headline’ that goes at the very end of your letter to sum everything up.
Here is an example:
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Building Block 11: P.S.
MY P.S. BLOCK
Review Checklist
Does your block restate the key benefit that your product provides?
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YES | NO
How To Create Your Website
There are a few steps to getting your first website up and running and accepting
payments.
I don’t want to make this a technical manual on the steps to get your site up, but I do
want to give you a few keys that I think will help to speed up your process a lot.
I believe there are a few steps and elements that are important to understand, but I want to
stress something similar that we covered in the outsourcing section of the book.
We showed you how to outsource writing an eBook, but I recommend following the
SAME steps to outsource designing and setting up your website.
For literally $2 to $5 an hour you can get people with degrees in programming and
design on oDesk to create your websites for you. We use outsourced workers to design
our websites, upload them to our hosting accounts, edit the content, add our payment
buttons and more!
So that is what I’d recommend you to do as well, but even with that, there are a few
things that I feel are very important to know with regards to setting up your website.
Step 1: Your Domain Name
The first step to getting your website up online is to purchase a domain name. A lot
of people use www.GoDaddy.com. I personally use www.EnomCentral.com. I haven’t
really found a major difference in any of them, so just take your pick.
Usually a domain name is going to cost you about $10 a year. I ALWAYS recommend
getting a .com. If you can’t get the .com, then try to add some words in front of the
domain or at the end (like “instant” or “the”) before you buy a .net or .org.
So, the first step is to buy your domain.
Step 2: Your Hosting Account
The second step is to get your own hosting account. Again, there are about a million
hosting companies out there as well. I normally recommend www.BlackWireHosting.
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com because they are cheap and reliable.
After you setup your hosting account, they are going to give you two things.
1. Your “nameservers.”
2. Your FTP information
Your Name Servers
These name servers are like an address for where the computer is that is hosting your
website.
The nameservers to my websites are:
ns1.dotcomsecretsdomains.com
ns2.dotcomsecretsdomains.com
ns3.dotcomsecretsdomains.com
ns4.dotcomsecretsdomains.com
After you get the information about your nameservers from your host, you need to
go back to the site that you bought your domain name from (either GoDaddy.com or
EnomCentral.com).
You will then need to login your domain name, and set your DNS to point to your
nameservers.
I know – it sounds super techy, but all you are basically doing is when someone types
in your domain name, the registrar is going to look up the nameserver and see where
your website is hosted, and then send that visitor to your website.
So when you login to your registrar, just look for somewhere that you can update your
DNS, and then enter the nameservers that your hosting company gave you.
This is what it looks like in EnomCentral.com:
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After you have pointed the DNS to your nameservers, you are ready to start building
your website!
Your FTP information
This is the logins and passwords that your webmasters or programmers will need to be
able to login and edit or update your website.
Also – you can add your ftp information to the sales letter software that came in this
package, and you can upload your salesletter directly to your website!
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Step #3 – Setting up Your Product in ClickBank
Clickbank is the company that most underachievers use to process their payments,
manage their affiliate program and more!
It would be almost impossible to walk you through all of the steps to get your website
listed in ClickBank in this book, so I am providing you with some video tutorials that will
walk you through every step in the process.
You can download and watch these videos here:
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CHAPTER 3B
GIVE IT TO THEM
(DRIVING THE TRAFFIC)
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How To Generate Targeted (Underachiever
Style) Traffic To Your Website
Now that you have all of the pieces of your website and your Underachiever product
finished, it’s time to get to the fun part!
This is where we drive targeted traffic and visitors to our website! And as you already
know, we created a powerful tool for you to use. Just open up this section of the
software, and then I’ll explain to you how it all works:
How To Drive Targeted Traffic To Your Underachiever Website
There are literally hundreds of different ways to drive traffic to your website. Each of
them have different pros and cons. Some are free, but they take a lot of time, others
don’t take any time, but cost a lot of money.
In the past we taught people eight to 10 different ways they could drive traffic, and
what I found was interesting is that very few people ever implemented even just one
thing. So I started to really think about what was the EASIEST way that I currently use
to get traffic. It has to be simple, fast and effective. But MOST importantly I wanted to
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make something that ANY Underachiever could do.
The original Underachievers relied on Google’s PPC (pay per click) program to drive
traffic. But then Google changed it’s rules, and most “Undies” sites got booted out of
Google’s PPC program.
So, what we started to do initially was really focus on free search engine traffic doing
real old school SEO.
At first we started to have success again, but it was a lot of work to get ranked high for
many of the keywords we wanted to go after.
Then one day I had a breakthrough.
I actually found one of my competitors in the free search engine listings. He was always
on top of me for the keywords I wanted, so after I kept loosing to him in the SEO battle,
I decided to call him and become friends.
After talking to him for five minutes, I knew I was doomed and had no chance at ever
beating him out of his spot.
And then he laughed and said, “Russell, why don’t you guys buy my traffic...”
What...? Buy his traffic?
I was completely confused, so I asked him what he meant.
He then showed me at the top of his site a HUGE block with Google Adsense on it. He
said that that ad block received over 1,000 clicks PER DAY, and that the majority of the
site visitors clicked on it.
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He then said that Google gives him a check each month when anyone clicks on those
ads, but that he was making the people who were advertising on his site a lot of money
too! That one comment started a chain reaction that has since driven millions of visitors
to my niche websites.
Instead of working to get my sites ranked high in Google, I think like an Underachiever
and look for others who are already ranked high, and then just piggy back on their
success like a parasite.
So, I want to show you the process, and then show you how the software we have
given you helps to automate most of the process!
•
•
•
First – I would pull a list of all of the keywords I want to go after.
Second – I would type those keywords into Google, MSN, and Yahoo, and then
take the first 30 results of each keyword.
Third – We would then go and manually visit all 30 of those pages for all three
search engines for the full keyword list.
You see, this got to be a LOT of work REALLY fast...
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But the results paid off BIG TIME.
So, that’s why we created the software that you now have in your hands to automate
the whole process!
This is how it works.
Step #1
Type in the keyword (or upload a keyword list) for the words you would like to get
traffic from:
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Step #2
Select which search engines you would like to target:
Step #3
It will give you a list of all sites for those keywords that have an adsense block on them!
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Now you have a targeted list of all of the red hot websites that are ALREADY ranked for
the keywords you want, and you know which ones sell advertising space! All you have
to do is import keywords into the software, and get hundreds if not thousands of high
quality websites to advertise on at a fraction of the costs of traditional PPC advertising!
Then load up those sites back into your Google adwords account and target your ads
directly on those websites!
It gives you the ability to cash in on your competitors marketing efforts by placing your
ads directly on their websites and blogs (and they can hardly control it).
Instead of bidding on expensive keywords, you are able to go directly to the sites and
are already highly positioned for the keywords you want.
Also – the traffic that you will get from these ads is pre-qualified. They have already
selected websites that are in your niche, and now you just funnel them to you! This
software, and the concept behind how it works is so simple, yet powerful enough to
drive millions of targeted visitors to any website you want!
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We will be adding special training videos inside the member’s area teaching this
concept in more details, so you can SEE the actual campaigns we run for our
Underachiever websites!
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CONCLUSION
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Conclusion
You have now been through the Underachiever System. But I have to warn you, this is not
the end, it’s the beginning. Most people follow the system once, get their first underachiever
site up and running, and then get addicted. They then do it again and again.
I HIGHLY recommend you do that, because each site you create is literally like giving
yourself a raise! It’s now your turn to create your own Underachiever success story –
and I can’t wait to hear it!
Thanks so much for being part of our training system!
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