eMF SlideBook 01312011

Internet Wealth Begins
Your Journey to
NOW!
eMarketingFormula.com
Hans Johnsons
eMarketingFormula
Published by Call to Freedom Intl
Copyright 2010 Hans Johnson. All Rights Reserved!
No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher. Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best efforts in preparing this book, they make no representations or warranties with respect to the accuracy or completeness of the contents of this book and specifically disclaim any implied warranties of merchantability or fitness for a particular purpose. No warranty may be created or extended by sales representatives or written sales materials. The advice and strategies contained herein may not be suitable for your situation. The publisher is not engaged in rendering professional services where appropriate. Neither the publisher nor author shall be liable for any loss of profit or any other commercial damages, including but not limited to special, incidental, consequential, or other damages. ISBN: 978-0-9789551-6-8 Printed in the United States of America
Table of Contents
INTRODUCTION

12 Steps To Internet Wealth ...
MODULE 7

Content, Product & Campaign Development ..
160
MODULE 1

Online Business Models .....
42
MODULE 8

Sales Copy ...
179
MODULE 2

Market Research, Keywords & Domains 81
MODULE 9

Traffic & Promotion .....
225
MODULE 3

Domain Setup, DNS, Hosting & Servers, WHM, cPanel & FTP ...
113
MODULE 10

Strategic Partnerships, Employees & Outsourcing ....
247
MODULE 4

Websites
117
MODULE 11

Tax Planning, Structuring & Wealth Tips ..
256
MODULE 5

Tracking & Metrics
143
MODULE 12

Putting It All Together ...
268
MODULE 6

Mailing Lists, Shopping Carts, Support Suites & Project Management Systems ... 153
RESOURCE PAGE

eMarketingFormula.com ..
273
Who Is Hans Johnson?
e Marketing Formula
12 Steps To Internet Wealth
Hans Johnson eMarketingFormula.com
This entire document and all related materials and content Copyright 2010 Hans Johnson. ALL RIGHTS RESERVED!

Sales experience at 8, pure survival My first income goal, wasnt very impressive Home business executive featured in Success Magazine at 23 Started marketing online in 2000, struggled, started an ISP - that was stupid, maybe not...
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Who Is Hans Johnson?
What To Expect
Marketing projects, consulting, 6 figures in 6 months DJC startup, 7 figures in 14 months Generated over $23 million online business since 2004 Given over $3 million away to help families in need, orphanages, shelters, etc.
Proven million dollar internet strategies and processes w/ no capital investment or advertising No brand awareness to total niche domination Taught our team, came on with zero skill or experience in web development, marketing, etc.
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What To Expect
Disclaimers
Now develop sites, product, offers, writing great sales copy that converts All of them could make 6 figures online today on their own if they wanted to
I dont know everything - no one does Internet is too dynamic and changing You dont have to be good at everything If you think or hoping youre going to learn everything here today, remember everything, etc... you wont Ive been online for over 10 years and still feel like I dont know jack squat.
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Disclaimers
Disclaimers
Everything Im going to show you today, at least half of it, I totally suck at 100 different ways to make money online, a million different ways to waste time and not make money. You only need 1 way to make money, only need to master a couple skill sets, only need to implement 1 or 2 breakthrough ideas
Understanding the CORE models and fundamentals of doing business online and marketing is the key. Much easier to focus on and master the key skill sets of your model and not get distracted with all the peripheral stuff that is not relevant to your model. RELEVANCY is key!!! So dont try to learn everything, looking for top 3 only
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Disclaimers
Disclaimers
You will never learn or do all of this, no one will Its a toolbox, you acquire a tool, then use it when you need it for the right task at the right time. Whats your goal leaving here this weekend?
Whats the one thing you are going to do? - Get website up? Write an email promotion? Create your first product? Write your first sales letter? Hire your first employee? Fill a position you know thats been a major constraint in your business? Launch your first PPC or FB campaign? What is it? I want you to write it down right now.
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Mindset
Whats Your Why?
Only 2 types of people here today - those who arent thinking big or acting big enough and those who havent given it enough time Think big, takes same amount of effort as thinking small does - skys the limit!! Shoot for the stars you might land on the moon! Fail big and fail fast - ego vs. bank account Go for broke, all out massive action
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You need a BIG reason to do this Make a HUGE detailed list, otherwise you wont make it This is most important thing youll do here today - most wont do it though My Binge Diet story - I finally made a big list
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Mindset (contd)
Mindset (contd)
Must be willing to invest in your education, ongoing commitment Mediocre college education today costs what? With no guarantee of even $40K/year job. But some think theyre getting scammed if someone wants to charge them $5K or $10K to learn how they made millions online.
Your mindset must change. You have to get in the game and get off the sidelines, go to school, pay your dues, go to work, give it time. Truth is, all we really need you to do is get to 6 figures, once youve done that, going from 6 to 7 is very easy
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Mindset (contd)
Since the purpose of a business is to make or create a customer, the most important functions of a business are marketing and innovation. EVERYTHING else is an expense. ~ Peter Drucker Cant get customers without making sales so sales is the purpose of a business and marketing and innovation (improving your business to meet customer needs) are he most important functions of getting sales. If not in business to make sales then you are not in business, you are running a charity.
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Why The Internet?

Huge growing market place World Internet users from 1995 to 2010 grew from 16 million to almost 2 billion http://www.internetworldstats.com/stats.htm Recession and depression proof Web retailers benefit from non web retailers during recession First technology ever developed not controlled by PTB
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Why The Internet...
Why The Internet...
Ultimate business model - MASSIVE leverage! Exciting, challenging, dynamic, creative, inspiring, low overhead and start up costs Automation (leverage) Freedom of mobility - Geographical freedom, can live and work globally 1 person can sell to 6 billion (leverage) - global market place
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BRICs and other developing nations becoming consumers - huge potential Income independence, no ceiling cap Tax advantages, if know how to structure properly and have a good team If you are an employee, you have the least amount of options when it comes to structuring your affairs legally to avoid taxes
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Why The Internet...
Its The Vehicle Stupid...
With the current trends, taxes are going up big time, and after that doesnt fix the politicians problems, then theyll start printing money Being online gives you the most personal flexibility to manage these challenges
With the Internet, people get all bogged down in the technical of the machine, today is going to be about building you a vehicle that you can jump in a drive 100MPH. The vehicle is the means to the end, but its necessary and if its not put together right, or maintained properly, its going to break down and never get you where you want to go!
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Rules Are Meant To Be...
Rules Are Meant To Be...
No right or wrong on the Internet There are only opinions and results Internet is a living breathing organism, constantly changing and evolving
Rules are only guidelines, one persons rules may not work as well for another or you might develop your own rules/guidelines that may contradict some other gurus rules. Also have to break your own rules and reinvent your rules every so often. Never be afraid to break someone elses rules.
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Whats Your Mission?
Relationship Marketing
Whats your purpose? Get clear on this, it will be CRITICAL to your success Knowing this also helps your decision making process and keeps you from doing stupid things Some of our key Operating Principles and Strategies...
Offline and Online, Relationship Marketing is king - this is your unfair competitive advantage! Master this and youll be miles ahead of everyone else online. Key ingredient to making money without advertising or spending money
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Product/Market
Creating Value
Find the HOTTEST selling product or market possible Know your product - know what it is and what it isnt My product was/is my wife (not personal development or business coaching - DaniJohnson.com)
Give before you get Under promise and over deliver Go the extra mile for people Give away your best content Use lead capture form to access more content or members area archive
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Exposure
Testimonials
Look for opportunities for exposure Look for opportunities to grow other peoples businesses and help them succeed Walk through any and all open doors that dont conflict with your core values $1m/year offer - dont train anyone but our company
Focus more on other peoples success than you do your own Setup systems to collect and capture comments, testimonials and case studies Publish and leverage those results to build momentum
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Clients
Results
Clients not customers, theres a difference! Love your clients, friends first Internet all about relationships, LOVE your audience, treat them like family, create an environment they want to be a part of and dont want to leave
Good may be the enemy of great... but Perfection is definitely the enemy of results! Model others! DO NOT reinvent the stinkin wheel when you dont have to - DUH! (DA award)
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Strategy vs. Tactics?
Close The Loop!
Understand the difference between strategy and tactics Most people are chasing tactics online, with no clear strategy Strategy is the plan to reach your vision, goals, etc. Tactics are the step by step actions youll take to get there
Use Closed Loop Marketing or Hybrid Marketing strategically Move your prospects and customers from Online to Offline and vice versa Optin list to free training call back to the website to purchase a success tool (physical) then to a live event then back to the website for more followup training, etc.
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4 Elements
Speed Is Everything
Only 4 things every (online) business must have; 1. An offer 2. Traffic (exposure) 3. Conversion 4. Deliver on the promise Thats it!
All about going Concept To Market as quickly as possible. So major goal today is to equip you with the tools and processes that allow you to come up with an idea and execute it quickly Because you may have to test several things before you get something that sticks and is profitable The less attached you are to your idea(s) the better (in some cases)
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12 Module Overview
12 Module Overview
1. Online Business Models 2. Market Research, Keywords, Domains 3. Servers, Hosting, WHM, cPanel, FTP 4. Websites 5. Mailing List and Shopping Carts 6. Tracking & Metrics
7. Content, Product Offers, Campaigns 8. Sales copy 9. Traffic & Promotion 10. Strategic Partnerships, Employees & Outsourcing 11. Tax Planning, Structuring & Wealth Tips 12. Putting It All Together
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5 Models
Online Business Models

Module 1
1. Self Publisher 2. Money Site (SEO) 3. Money Site (CPA) 4. Independent Marketing Rep 5. Retail Site Self Publisher
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Self Publisher
Self Publisher?
Personality brand site Publishing your own content, promoting your own products and offers (both to warm (endorsed) and cold (non endorsed or paid) traffic Author, speaker, trainer, music, artist, educator, instructor, authority, etc.
Do you have star power or charisma? Are you an interesting person? Even if youre not, if you have good content and quality information that adds value to peoples lives, a certain percentage of the market will RELATE to you and be attracted to you vs. someone else.
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Self Publisher?
Self Publisher
Personality driven business model
Are you an expert or guru with valuable information or experience others are interested in or could benefit from? If not, then youll probably want to interview experts, interesting people, etc.
Youre marketing yourself just as much if not more than any of your products YOU are your product - know and understand this and you just positioned yourself ahead of 99% of others in this model RULE: People buy from people they a) like (relate to) and b) that have something they want, period (this is attraction marketing in a nutshell)
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Self Publisher
Self Publisher Funnel
Relationship Marketing is CRITICAL for this model (social media, video, etc. are just mediums!) Use of Closed Loop Marketing or Hybrid Marketing (Offline -> Online -> Offline -> Online, etc.) Secret - if you drive offline to online (and vise versa), youll grow your business MUCH faster
Exposure (Traffic) Landing Page(s), OTOs, Bumps & Upsells Backend
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Self Publisher Funnel Traffic / Exposure

Articles, unique content, SEO, quality inbound links with target keyword phrase used in anchor text Training calls, MP3s, Videos Viral, WOM, Social Networking, etc. Speaking engagements, seminars, guest trainings and keynotes Banners, PPC, PPV, CPA
Self Publisher Funnel Landing Page(s), etc.

Whats the offer - what is the main goal of the site? Optin offer - free download, streaming content, PDF, video, report, software, members only resource(s), etc. Blog with optin offer with upsells and OTOs Optin or sales (or sales with imbedded optin or popup) OTO, bump or upsell en route to checkout
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Self Publisher Funnel Landing Page(s), etc.

Post checkout bump or 1 click upsell Exit traffic and abandonment monetization AR with alternating consumption/bump series Phone call followups, welcome and upsell JVs, strategic partnerships, lead monetization, etc.
Self Publisher Funnel Backend

Relationship Creating value Give more than you get Referrals Products, events, coaching, complimentary services, etc. Multiple products or offers with common audience? Use blog to tie them all in w/ separate funnel for
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Self Publisher
Money Site (SEO)
Our model was very simple: optin page w/ free offer that has high perceived value community of loyal members (clients) weekly training call (also free) weekly promotions driving offline events and other products that helped them create success
SEO optimized blog with content that links to affiliate offers Creating keyword targeted article blogs, promoting someone elses product or offers
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Money Site (SEO)
Money Site (SEO)
Use target keyword phrase in your domain URL/blog name Setup sites on Blogger.com or Hubpages.com Choose an affiliate product on Clickbank, Monetizeit, Azoogle, MarketHealth, CJ, etc. that the keyword phrase being targeted
Write a simple 400-600 word article with keyword phrase used in the title and in 3-6 places throughout the article Hyperlink no more than 2 different keyword phrases to your affiliate offer Use MU strategy to setup user accounts and post spun articles with anchor text links back to your site (signup.php)
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Money Site (SEO)
Money Site (SEO)
All about quality content (if long term model and not just setting up zombie blog sites) No personal touch - its all about the market, traffic, conversions - its all numbers and money No shopping cart needed, literally dont have any customers, only traffic and prospects
Crank out sites, content and offers - as many as you can, as fast as you can Need to focus on not getting bogged down, streamlining your system, automate and outsource as much as you can to ramp up (leverage)
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Money Site (SEO)
Money Site (CPA)
Crank out sites, content and offers - as many as you can, as fast as you can Need to focus on not getting bogged down, streamlining your system, automate and outsource as much as you can to ramp up (leverage)
Knowing and understanding your metrics is critical (CTR and EPC) Vendor relationships are critical No personal touch (other than with vendors and employees) - its all about the market, traffic and conversions - its all numbers and money No shopping cart needed, literally dont have customers, only traffic and prospects (leads)
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Money Site (CPA)
Ind. Marketing Rep
Crank out sites and offers - as many as you can, as fast as you can All about volume, then managing cash flow and optimizing Need to focus on not getting bogged down, streamlining your system(s), automate and outsource as much as you can to ramp up See Jeff Usners Reverse Online Profits
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Opportunity site, mlm, marketing rep site Promoting someone elses product or offers
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Ind. Marketing Rep
Ind. Marketing Rep

Biggest mistake? Marketing your product, company or opportunity on your landing pages - Secret: no one cares! Pick up the phone! Build rapport, friends first, read a script (if you are in a network marketing opportunity where duplication is critical to your success, youre going to want to use a proven script because people will need to be able to copy you. You must make your business like a franchise, no thinking for the new business owner!
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2 Options; Landing page with special optin offer Blog with content posts, video and optin offer in sidebar or as popup Feed into mailing list with AR (autoresponder) to followup and start building the relationship Drive to your FB, Twitter and other social media pages to build relationship
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Ind. Marketing Rep
Retail Site
Want a simple system others can easily and quickly replicate Best when combined with model #1 (Self Publisher)
Competing on price, mass brand awareness, distribution and delivery, product availability and options, massive advertising budgets, etc. Sometimes a mission centric business Could be an offline brick-n-mortar business that isnt yet online or just barely online but needs to be optimized, etc. (the corp site - merely a digital version of the company brochure, avoid this!) Examples: Amazon, GoDaddy, eBay, USPS, etc.
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Publisher/Ind. Mktg Rep Wheel & Spokes Visual

1. The hub is the Internet itself, its it the glue that is holding everything together infrastructure wise. All the spokes are the other components of your business, the other marketing channels and strategies both online and offline, they all tie into the hub of your infrastructure.
Publisher/Ind. Mktg Rep Wheel & Spokes Visual

2. The hub is your blog (personal site). The spokes are your other product sites, offers, landing pages, FB, Twitter, etc. You use your hub to build relationship, credibility, personal connections, etc. When you advertise something specifically, you drive traffic directly to those optimized offer landing pages with lead capture or immediate sale. Dont forget to close the loop.
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Money Sites (SEO & CPA) Wheel & Spokes?

Infrastructure basically same. Each site literally its own entity (more or less). There is no personal/relationship marketing (other than with vendors and employees), its all just straight numbers. Exception is if doing a multi-site or authority site with many different channels, even then... its all about the content!
Biggest Mistakes?
Not knowing your business model! Not watching your metrics and optimizing offers and funnels - its all about CTR & EPC baby! Not automating and outsourcing whenever possible Thinking because youre good at some things that you can be good at everything - just because you can do something doesnt mean you should!
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Biggest Mistakes?
5 Models
Getting bored with the core business building activities that made you successful, and starting to tinker with things that dont make you money - majoring in the minors Setting up entire funnel with unproven offer when should just setup minimum to determine CTR, etc.
1. Self Publisher 2. Money Site (SEO) 3. Money Site (CPA) 4. Independent Marketing Rep 5. Retail Site
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Which Model?
The Fundamentals What You Need

An idea/market - you dont really want an idea you want a HUNGRY market/need that you can fill A killer product - want a product that people absolutely love and naturally talk about (ideally) - emotional content and impact An irresistible offer - its ALL about the offer baby - your beat up car for my airplane? Duh. Get these 3 lined up will be the easiest money youve ever made in your life, youre done. The rest is a cake walk - literally.
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Which model should you use? Have your own product or generating your own content? If not, then you are not a #1 or #5 - you are either #2, #3, or #4. Dont enjoy personal communication with clients (relationship marketing)? Then either #2 or #3.
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A website - not just any site, you need a highly optimized direct response site - what is the goal of the site? (you can only have 1) Content - ideal is a model that allows you to add new content weekly as a result of your normal business building activities - capture and repurpose into different formats of content

A shopping cart/CMS (optional) Mailing list Followup system - phone and email Traffic & Exposure Metrics & tracking system Copy that converts Customer service (optional)
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2 Core Skill Sets

1. Drive traffic a. Phenomenal content (generating viral referrals, shares, likes, etc.) b. Advertising c. Offline activities 2. Convert traffic a. Offers (IO) b. Salescopy - mother of all skills c. Optimization (metrics) - twin sister
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Marketing Funnel Overview

Framing (pre sold, endorsed traffic) Creative - CTR (could be ppc, banner ad or email, etc.) Landing Page - CTR (list building) IM/Bizop/Secret Tip, Blog/News site (magazine style w/ optin, CPA (direct sale/action), Corp (sucks!) Actions (optin, sales, etc.) Backend (OTOs, upsells, ARs, outbound calls, etc.)
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Marketing Funnel Overview

Abandonment monetization - exit grabbers, virtual sales agents, etc. Confirm/OTO page Content pages (blog or members area) - sticky? Sales/Order page(s) Post checkout page(s), 1 click upsells - customers who bought X also benefited from Y, etc. Members area, client login, etc.
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Market Research, Keywords & Domains

Module 2
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Idea vs. Market?
Idea vs. Market?
Guess what... Hey, Ive got this great idea! YOUR IDEA SUCKS!!!
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Idea vs. Market?
Idea vs. Market?
You dont really want an idea you want a HUNGRY market, a need that YOU can fill differently or better than someone else. RULE: Never start with an idea, always start with a HUNGRY market!
Sell what people want, not what you think is cool. If there isnt a (proven) market for your expertise or passion, you have a choice to make; Try and create the market (good luck) or Enter something with momentum and growth behind it while mastering the basics and gaining experiences and success, then apply it to your untested idea
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Idea vs. Market?
Idea vs. Market?
Focus on the money first (follow the money honey) Most need to drop and forget their own great idea. Set it aside for 1-2 years and get into a high performance marketing opportunity, make as much money as possible then apply that knowledge and skillset into your great idea. Easier to develop the skillset faster by jumping on a train thats already moving at 100 mph than one that isnt moving yet.
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Ego vs. bank account issue Marketing is never about you, its always about the market... period. Sometimes you are the market, but if or when youre ideas are not working, its because you are in the way!
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Idea vs. Market?

Secret: Whenever Im stagnant, or feeling plateaued, thats usually when Ill totally dislocate from my current bubble and look for a hot trend with momentum and try something completely new, and gain some new experiences then can come back and impact/effect my main thing with new perspective.
Biggest Proven Markets

Health & Fitness Money & Business (make money) Relationships & Dating Self Help & Personal Development Real Estate, Investing & Finance Gambling & Betting Insurance (and other misc consumer needs/trends) Some others I wont mention here
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Market Research/Ideas
Think of things you enjoy (cooking, playing computer games, sailing, DIY home improvement, yoga, buying rare coins, etc.) Make 5 lists 5 or more things Im passionate about My hobbies 5 or more skills Ive developed 5 or more things I do better than most people I know 5 or more things I know more about than most people I know
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So we simply want to sell a glass of water (or a meal) to a thirsty (or hungry crowd) - do this and you have a customer The short cut? Just go over to Clickbank, etc. and find a high gravity offer that matches one of those BIG proven markets, now focus on marketing The hard way? Start with you...
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Now go over to Google Keyword Tool with these 3 topics and see if people are looking for those subjects online. Does the topic have results? Does it have a valid number of sub topics with more than 10,000 searches per month? Look for 5-10 phrases that you think you could provide information and training about. You want those phrases to be as specific as possible, but still have monthly search volume greater than 5,000. Ideally, looking for phrase(s) with at least 3 keywords and 5,000 monthly search volume.
Cross off anything that you cant see yourself spending time and effort to create content or a product around. Place a check mark next to the 3 topics that jump off the page, that light you up when you talk about them. These are your hot buttons. Start with those 3
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Qualifying Your Topic(s)

Want to find out if the people searching for these topics are buying stuff as well Google each phrase Note how many search results it has Note the number of Adwords advertisements the phrase has (the more ads there are, the more people are paying to be there because they drive the bid prices up generally) Note what the Adwords are selling which is a good indicator of what people are BUYING in each niche
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Once you have five, 3+ word topics, write them down and move on. Do this for each of the 3 finalist topics on your list. So you should have 15 total topics when done. Once have them all, then need to validate whether or not these are truly hungry markets that will really catch fire and provide a clientele that will make you money.
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Now Spyfu each phrase Note what other advertisers are paying for this phrase Cost/click: average cost per click the advertiser is paying. The higher the number the better, means theres money in this market. Clicks/day: average amount of clicks per day an advertiser is getting. Again higher is better.
Advertisers: shows number of advertisers bidding on this phrase, shows 21 max. Search Results/Search Volume: Come directly from Google. Search results number is total number of pages that satisfy the search criteria. The search volume is the number of searches for the particular phrase in the last month. Looking for high search volume with low number of search results, ideally.
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Ideally looking for all figures to be high and the competition low (lower than 10 competing ads can be a goldmine). However as long as people are spending money and there is a market you can make money 99% of the time. Dont get too caught up in analyzing the numbers, just type in each phrase and note how much people are spending to be there. These are rules, there are always exceptions... some of our biggest successes had zero search results!
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Other references to confirm the market Yahoo Answers Amazon Clickbank Article directories (ezinearticles, etc.) Forums
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Positioning?
How Can I Compete?
You dont really want an idea you want a HUNGRY market, a need that YOU can fill differently or better than someone else. How can I compete?
Positioning and Relationship Marketing are everything - without it, you dont stand a chance Trusted Advisor / Preeminent Authority Relationship You dont have to be best in your industry Just identify what is the thing you know more than anything else in your life
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How Can I Compete?

Then identify the itch, the festering wound that no one else is addressing and scratch that itch, stick a knife in it and twist it, poor salt in it, agitate the wound. Then offer the solution and deliver and publish the results. Looking for that unscratched itch, that resonates with the market If hunch, use market research to confirm it or you will waste a ton of time and money and not have diddly squat to show for it
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How Can I Compete?
Compete in area you know you can create level of value and trust others cant, then can recommend other services, etc. because you have earned your clients trust. One of the biggest stresses, expenses, cost, time money suck and fear of engaging in any new activity is developing new contacts, resources, tools, etc and the trusted advisor you can provide that service and often get paid for it.
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How Can I Compete?
Keyword/ Market Research Tools

Google Keyword Tool SEO Quake for FireFox
Clients not customers: Client implies ongoing advisory and consulting relationships not just a one time purchase A customer is a one night stand A client is a marriage and a partnership
Keyword Spy Spyfu Google Wonder Wheel Keyword Blueprint via emarketingformula.com/kb (save $100) Market Samurai (if you are more technical) Internet Time Machine
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Keyword SEO Considerations

SEO relevance priority Domain Site meta title Article or page title 1x in first paragraph 2-3% density in article post/page content Brand domain
Domain Tips
Use your name as domain Use get, vip, pro, info, free, etc. SEO optimized domain Use target keyword phrase with modifier, etc. (info, help, review, guide, 911, 101, fast, quick, best, quality, city names, etc.)
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Selecting Your Domain

Tools 1. Market research notes or hot selling offer product name or keyword(s) 2. Select main keyword term/phrase 3. Use Keyword Blueprint 4. Main keyword list finalists 5. InstantDomainSearch.com 6. BulkCheapDomains.com
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Biggest Domain Mistakes
Cant pronounce easily - must be phonetic friendly Cant spell easily Cant write easily and quickly Not using your primary target keywords Acid Test: tell someone on a less than perfect phone connection with noise in the background - will you have to repeat it or spell it out for them?
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SEO Biggest Mistakes

Not using <title> for your pages - 65 char max Using dynamic javascript, java applets or Flash for site navigation Not using meta-data Poorly written, un optimized content Over use of images and flash animations to portray content - use alt text on images Poor inbound link strategy

Poor outbound link strategy Poor internal linking - click here Not using a sitemap Targeting general keywords Site is built using non-SEO friendly technology Wrong keywords (or market) targeted, or none used at all Too much content on one page
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Poor internal linking - click here Keyword stuffing Using a splash page Overuse of AJAX Not having unique content Unfriendly URLs Uncrawlable site Not using custom 404 page
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Domain Setup, DNS, Hosting & Servers, WHM, cPanel & FTP
Module 3
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Domain & Server Setup
Domain & Server Setup
Domain Registration - BulkCheapDomains.com DNS setup - use your hosting nameservers Unix, PHP, MySQL Shared or dedicated hosting w/ server admin? Dedicated C class IPs best for SEO if going to have a lot of domains
Hosting & WHM setup - package setup, account creation, etc. Cpanel, PHPmyAdmin, email, file manager FTP - Transmit (Mac), SmartFTP (PC)
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Biggest Mistakes
Going cheap with shared hosting Ok to start there, but dont stay there
Websites
Module 4
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Websites
Online, its all about making money not stroking your ego! You make money when you do; 1. Market Research 2. Create Content and Offers 3. Drive Traffic and 4. Optimize Thats it! Everything else is MANAGEMENT MODE!
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Websites
You dont make money poking around with servers, fooling around with different website software, playing with your FTP settings, learning Dreamweaver, etc. etc. etc. So we want our business built on an infrastructure system and a platform that allows us to turn and burn and go from idea/concept to market fast
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Websites
WordPress
Its all about speed, efficiency and results So we need the right tool, the right vehicle that you can put together quickly and know its going to be the best, most efficient out there. For that we turn to... WordPress
Does everything for you that would have taken you months, thousands of dollars and a LOT of expertise to do just a few years ago And its FREE So lets create a new website in less than 1 hour - ready?
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WordPress
WordPress
Install and configuration
So we have our domain And the DNS is pointed to our server We have it setup in WHM And we have access to Cpanel Ready to install WordPress
Download latest version Cpanel file manager to upload .zip, extract and move files Create and assign the DB, user, pass Update wp-config.php file Run install.php Done!
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WordPress
WordPress
Install and configuration - fine tuning Review and update site settings
Install and configuration - fine tuning Install theme (upload new) Create wp-content/uploads/ folder and set permissions Enter FTP credentials
General - site title, tagline, wp address and site URL, etc. Writing, reading settings, etc. Permalinks - custom structure /%postname%/ (or /%category%/%postname%/ if site with multiple content channels) CHMOD .htaccess file to 666 first (remember to CHMOD back to 644!)
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WordPress Plugins
Akismet (need API key) My Page Order Exclude Pages From Navigation Category Order Page Links To Duplicate Post Audio Player Flash Video Player
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WordPress Plugins
Google XML Sitemap Clicky (site id, key, etc. required) Datafeedr Random Ads V2 Move Comments Sidebar Login Member Access Exec-PHP (requires disabling of visual editor)
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WordPress Plugins
Countdown (by Owen Winkler & Denis de Bernardy) WP Cumulus Breadcrumb NavXT BigSellingOptins (testing) Facebook Comments for WordPress (need to set FB application ID in settings AddThis All In One Webmaster
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WordPress Plugins
Broken Link Checker Category Posts Widget Chennal Central (bandwidth saver) Contact Form 7 or LiveHelpNow Help Desk Dagon Design Sitemap Generator Plus Easy Privacy Policy WP-ExitWindow (testing)
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WordPress Plugins
FB LikeButton GD Press Tools GoCodes HeadSpace2 Insights Really Simple CAPTCHA RSS Footer SEO Friendly Images
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WordPress Plugins
SEO Friendly Images SEO Ultimate Shorten2Ping Smart 404 StatPress Stealth Marketing Plugin Stealth Traffic System Plugin
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WordPress Plugins
WordPress Plugins
Thesis Open Hook (if using Thesis theme) Topsy Retweet Button W3 Total Cache What Would Seth Godin Do WordPress.com Stats WordPress Database Backup or BackupBuddy
WordPress Duplicate Content Cure WordPress Video Plugin WP-Spam Free WP Super Cache WP Tags To Technorati
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Websites
Websites
Misc important stuff... Only activate plugins you are actually using Some plugins can jack up your site, so you want to test them one by one first Recommend backup site after each new plugin installed that is working well without any problems before installing next plugin Keep WP and plugins updated!
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Sometimes plugins just stop working, need to keep an eye on them and test your site regularly! Good to have a dev site or sandbox setup on a domain where you can test different plugins, features, etc. then implement them on your live site
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Websites
Websites
Landing pages... Whats your model and what is the purpose of this site? Self Publisher or Ind. Marketing Rep? Then either want your home page to be setup as blog or a specific offer (optin or sales) depending on what this site is for. Money Site?If SEO then home page set as blog. If CPA then set as single offer page.
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Biggest stupid mistakes made with landing pages: Not knowing what your single goal of the page is Trying to combine more than 1 goal into 1 page Lame headline No incentive, lame offer Complicated, too much information Unclear CTA
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Websites
Websites
Form code doesnt work Improper framing of prospect Disconnects after the optin process Going below the fold Not tracking CTR
Other website mistakes Not responding quickly to customer questions, etc. Not keeping your WP updated Not adding new content Not adding any content Cluttered site Sloppy unfinished work
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Websites
Websites
Grammar, spelling, etc. Crisp and clean sells Sometimes ugly sells too Not split testing Changing site and nav structure without SEO plan
Critical Elements Optin or list building strategy Free offer that has high perceived value Quality content strategy Create a community or network of loyal clients/members
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Websites
Resources HTML basics - free tutorial Firefox Firebug plugin (view source, change code, etc.) Dreamweaver?
Tracking & Metrics

Module 5
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Tracking & Metrics

Lets review 2 core skill sets to Internet Marketing 1. Driving Traffic 2. Converting Offers Both require tracking But most people dont track or monitor their metrics! Much easier to do now than ever before, so theres not excuses
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Tracking & Metrics

3 most important metrics are; 1. CTR (creatives and landing pages) Impressions vs. clicks Hits (visitors) vs. optins/sales 2. EPC (if doing media buys) Clicks vs. net sales profit vs. CPC 3. LTV (if Self Publisher, Retail model, etc.)
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Tracking & Metrics

Email metrics
Tracking & Metrics

Drops (sends)
Others metrics to consider? Optin value First time vs repeat visitors Bounce rate Ave time on site A/B split tests Multi-variant testing
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Delivered Subject lines (A/B split test) Opens Clicks Actions (optins/sales) Unsubscribes Complaints
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Tracking & Metrics
Tracking & Metrics
Tracking offline campaigns Use coupon/keyword coded entry Sub domain redirect
Tools Clicky (can use GA or Cpanel too but not recommended) Adtrackz (*havent used this in a while) 1SC Visual Website Optimizer (A/B testing) UserTesting.com
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Tracking & Metrics

Identifying opportunities Review logs (Clicky, GA, Cpanel) Review what top 10 pages are (most traffic) Review conversion metrics for these pages - are they properly monetized? You will find LOTS of missed opportunity here! Identify origin of your best traffic and lead sources, contact them as well as other similar sources - indicator of where your best prospects are hanging out.
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Tracking & Metrics

Campaign example - email promo/broadcast (c1220) Sent: 89105, Opens: 7341 (8.1%), Clicks: 2013 (2.2%), Sales: 82 (1.8%) = $32,994.65 Sent: 4280, Opens: 2319 (54.2%), Click: 741 (32%) didnt track sales separately but should have! Landing page - do it ugly first, then split test against the ugly one for better results once its proven the offer works! CBTS 2 different optin page versions, both getting 75% conversions!
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Tracking & Metrics

Biggest mistakes? Not doing it Not doing it consistently Not doing anything with the information you are gathering and looking at Gathering too much information instead of figuring out what you KEY 1, 2 or 3 max metric(s) are and driving them Trying to do it all yourself - not hiring someone else whos more analytical and stickler to numbers to pay attention to your metrics
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Mailing Lists, Shopping Carts, Support Suites & Project Management Systems
Module 6
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Mailing Lists
MYTH: Money is in the list! NOT!! Money is in the RELATIONSHIP! Database with no relationship is worthless. Database being marketed to for reasons other than its original purpose are usually worthless too. Exception to these rules is consumer offers or offers that are relative to the demographic of the list. Or if the list was built through a marketing methodology where no relationship was ever established, again consumer offers, etc.
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Mailing Lists
Tools GetResponse (recommended) Aweber iContact 1SC (recommended)
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Mailing Lists
Shopping Carts & Client Management Systems

Tools Paypal 1SC vipCartPro (custom all in one CMS solution)
GetResponse Campaign Setup Example of campaign settings Share/copy message code? Tips and biggest mistakes? Demo copy/past optin form?
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Support/Ticket Systems
Project Management Systems
Tools Email Phone Kayako Zend Desk LiveHelpNow
Tools BaseCamp dotProject ActiveProject
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Content & Product Dev
Content, Product & Campaign Development

Module 7
Content is king! Market research fundamentals apply Look at yourself, then confirm it in the market Or the easy way, just look at the market - find the hungry market and give them what theyre starving for
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Articles, posts, tweets, pages, free (or paid) reports (PDFs), MP3s, Videos, Screen Captured Videos, Live Events, Teleseminars, Transcripts, Software, iPhone Apps, Tips, Newsletters, Private Coaching Calls, Radio Shows, TV Shows & Interviews, etc. etc. etc.
A simple formula... Domain? Use InstantDomainSearch.com tool Verify main keyword (and/or product name) with a test search in google, see what comes up Drop main keyword into Google Wonder Wheel or scraper tool - dxjones.com/wonder/wheel.php - (also use Yellow Pages scraper if doing local)
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Level 1 is blog categories Level 2 is article/post name or title Level 3 is synonym keywords used in article content (to help with relevancy) and tags Start with 5-7 articles that based on your level 1 category keywords - home post (sticky) would be
Search Clickbank, MarketHealth, CJ, etc. for a hot offer to promote - copy the name or main keyword(s) of the product Open up Keyword Blueprint - past the keyword, save and start searching Sort by daily searches Select the terms you want with more than 100 daily searches (dont bother with the general terms)
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Run the evaluation Looking for YELLOW stars and GREEN checkmarks over 10 - sort by score Drag all stars and greens over 10 over to the right copy/paste into txt file Start with 5-7 articles that based on your level 1 category keywords Home page (sticky post) would be based on your main (domain) keyword
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Get articles done at Articlez.com for under $10 Target keyword(s) in Title of article (post title) Target keyword(s) 1x in first paragraph Target keyword(s) 1x in 2-3 lines of description Use synonyms in article content - keyword density of 2-3% (keyworddensity.com) Tag article with synonyms Use insights plugin to find images, etc.
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Personal Workflow Tips Start early by logging ideas, notes, email promo ideas, sales copy ideas, content, moments of inspiration in your iPhone notes IDEAS: business ideas related to and not related to this campaign, etc. In process of prep for this EMF event, I came up with probably no less than a half a dozen other business ideas and models all of which could be 6 or 7 figure ideas just because I had forced my brain to get into that creative juice mode!
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Personal Workflow Tips (contd) EMAIL: jot down email promo ideas SALESCOPY/OFFER: jot down ideas of offers, solutions, sales copy pitch angles, etc. Dont get overwhelmed! Always start with what you know you can do first, then add more later
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Easiest and quickest way to create a new product and start selling? Book and event, teleconference, webinar and just do it! Record EVERYTHING you do Our story - first event - 1 day, 50 ppl
Should make 6 figures very quickly (if in right market and you are solving a major problem, un addressed need, or exposing a problem or scratching an itch no one else is scratching (offering a secret tip, unarticulated need, common enemy, success system) Then 7 figures if you can scale up from there, harvest and leverage success testimonials along the way looking for untapped needs you can meet and address (ie; Script Book)
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Free offer Target, tie-in, collect formula Make sure the free offer is targeted to the proper audience - dont give away a free tea warmer to a guy who just bought a transmission! Make sure the free offer is tied in somehow to your marketing process - the use of the freebie should lead them further along the marketing funnel (could be as simple as including your contact info) Make sure you always collect their contact info and permission for further followup
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Video marketing
Dont be scared, just go for it! Perfection is the enemy of results! No room for ego. Motto: Fail fast. EMF videos were far from perfect, but they got results! Landing page w/ optin video
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Video marketing
Video marketing
Confirm page w/ video Confirm email link to info page (salesletter) with sell video Register now page w/ buy link Order thank you page video
Followup, consumption, sticky... via Blog Videos Look at your sales letter, and break it apart into the key main benefits of what youre offering - can do a video, post, email promo, email AR on each and every one of these! This is the rest of your content. Demo w/ camera Screen capture using Screenflow
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Autoresponders Build out from your sales copy and launch/promo emails Broadcast to existing lists Load broadcast copy into AR of optin list Load into site posts/blog (AR list set to auto broadcast announce your blog posts)
Tools Yellow pad rules! Whiteboard process map with team iPhone notes Mindmap (Mindjet MindManager) PowerPoint or Keynote Instant Teleseminar
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Tools (contd) KeywordDensity.com Million Dollar Product Development Worksheets (custom) CD/DVD creation and fulfillment? Kunaki or Echodata
Sales Copy
Module 8
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Sales Copy
Sales copy is THE preeminent million dollar skill set responsible for more profits online than anything else. You can know all about PPC, all about social media, all about websites, list building, creating great products and on and on... but without good copy no one clicks and no one buys! Copyrighting IS King! It is THE mother of all skill sets. (if it had a twin sister, it would be split testing :-)
Sales Copy
But you said Content is king? - Copyrighting is Content and Content is Copyrighting. Just like SEO is PPC is SEO - do them both right and everything else goes well. Be (in) the market. Get inside the consumers head because YOU are the market! Youre writing to your own personal deepest desires, frustrations, needs and wants, addressing the issues and solving the problems no one else is seeing or identifying - hitting the under articulate nerve and vein of pain
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Sales Copy
Sales Copy
Know your product. The more you know your product the more success you will have (youre 1st product is people, 2nd product is your actual product). Not because you will know the facts, but because youre belief will be stronger and youll be able to speak from personal experiences. Proper grammar out the window, write like you talk to your friend when youre excited about something! Be yourself, let your personality shine through.
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What is #1 goal/objective of your landing page? Optin? Sale? Contact form? Must have everything funneled into this single action you want people to take! Optin first objective, then build relationship, then sale Make sure all misc. links serve primary objective GET THE OPTIN!
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Sales Copy
WIIFM Radio
Dont make it difficult for people to try what you have, to go down the path you want them to go down. Avoid disconnects in the message, path, funnel, brand, etc. Friends First in all communication! Emails - you are talking to ONE person, not a list! You are talking to a friend, NOT a prospect!
Master the YOU factor 4 Questions 1. What are you trying to sell me? 2. How much? 3. Why should I believe you? 4. Whats in it for me?
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AIDA Formula
Irresistible Offer
High ROI offer (Ill give you this, you give me that)
Attention: headline(s) Interest: opening paragraphs, etc. Desire: bullets, etc. Action: very clear CTA
a USP statement Believability Famous examples: Dominos Pizza: Fresh, hot pizza in 30 minutes or its free! Columbia House: 10 CDs for 1 Cent Federal Express: When it absolutely positively has to be there overnight
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Headlines
Headlines are the ad for your ad - 21x potential increase in conversions subject lines are headlines - big levers sub headlines too Biggest benefit (Tip: write huge list of benefits first, then pick out best, many different headline versions) Want to stick this right out front, articulate and telegraph the biggest possible benefit for starting the relationship with you
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Headlines
How to, Discover, Exposed, Attention, Warning!, Who Else?, etc. Testimonial Make an outrageous claim - make sure you can back it up! Use statistics Use risk reversal and/or offer in the headline
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Benefits
Benefits
List the benefits, what it does for them, the results, the advantages, etc. Get focused on talking about benefits not features! Quantifiable, documented benefits of your offer over your competitors Make as long a list as you possibly can Then list the benefits to the benefits to the benefits for each and every one (use How to ____ so that ____.)
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Make them quantifiable/measurable - brings more validity Measure, compare, denominate - not platitudes and generalities Translate what it will feel like Pass the so what test (for copy review)
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Benefits
list the implications of the quantifiable and measurable results Example: Focus Get more done each week, etc. 5x more focus, can accomplish in 1 week what been doing in 1 1/2 months - can do the job of 5 people. Need to connect the dots for people. Dont make me think stupid!
Future Pacing
Take people forward on what the difference will be in their life once they have your product. Gradual and immediate. Week 1, more energy Week 2, up earlier Week 3, more focus Week 4, better sex life Take a whole week off Double your net worth
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Disclaimers
Qualify
I very rarely endorse X, but I would be doing you a disservice if i didnt, etc. Can Dani Johnson really make you X like she did for X? Maybe not, but one thing is true, shes done it with so many others youve got nothing to lose, owe it to yourself, etc. Can lead horse to water but cant make them drink. But since 99% get results and Im the big loser if you dont, what do you have to lose?
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The more you qualify, the more qualified you will be By application/interview only This definitely is not for everyone... Im looking for x, y & z... This may or may not be for you, Im not sure if you have the qualities of the type of person we are looking for...
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Risk Reversal
Risk Reversal
Anytime 2 or more come together 1 side is always taking more risk. 2 kinds of risk, financial and intangible. Make it easier to say yes than to say no $ back isnt good enough (but its better than nothing) Do more than anyone else youre competing against would do Can also make it based on mutual performance As long as you do your part, etc.
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Offer a bonus for taking the risk Risk reversal (and Offer/Headline) is biggest instant lever you have!
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Sales Copy
Sales Copy
Handle objections Tell them WHY you are doing it Urgency (deadlines, excitement, etc.) Scarcity (limited supply, price increase, takeaway, etc.) Get tribal (create a group, movement, in crowd that they want or should be part of) - publishing testimonials does this and a whole bunch of other things too!
Testimonials - publishing testimonials creates the tribe effect plus a whole lot more objectives like credibility, believability, specificity, documentation, etc. Controversy - embrace it, confront it, agitate it Find a common enemy Curiosity
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Sales Copy
Emails
Contrarian message that resonates with the market, taps into peoples unarticulated feelings, emotions and frustrations Swipe file - model others, dont reinvent the wheel - DA award if you do Agitate the pain, rub salt in the wound
Subject lines Telegraph the biggest benefit, payoff, result they want Provocative question Declaratory statement Specific Urgency Curiosity
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Emails
Formatting & Styling
Use headlines in emails, dont just start with Hi Firstname! Test From fields in you ARs too
ALL CAPS bold italics underline Exclamation! marks? Asterisks * highlighting (?)
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Verbs - Power Words

Use power words, trigger words, action verbs! Verbs that create visual image, word pictures in peoples minds Trigger a visceral emotional response Adverbs and adjectives are not the same! Tip: Remove ALL adjectives from your next (or current) salescopy or ad - make sure you copy can thrive before any adjectives are inserted - use them sparingly!
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Verbs - Power Words

John Carlton - only allows himself 1 verb to repeat per page Forces you to use Thesaurus, etc. Just dont use a word not commonly understood by your reader Examples: Walked down the street vs. staggered down the street? Or lurched down the street? (Sober, healthy people dont lurch. Drunk, hurt or zombified people do.)
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Verbs - Power Words

Examples: He bolted down the street. He raced down the street in a blind panic. First time, just write, using boring verbs. Then let the copy get cold (12 hours) then go back and edit viscously. Challenge every verb youve used.Youll be embarrassed by the number of times youve used get and got and other sleep inducing deadwood verbs. Humiliate
Verbs - Power Words

World class Dramatically Ignite/Re-ignite Devoted Replenish Explosive Accelerate Sizzling Hot Prowess
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Embarrassed Crippling Cash Sucking (Operation Money Suck) Astonishing/Astonished Heat pounding
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Verbs - Power Words

Guaranteed Thrill/Thrilling Hype Soar/Soaring Foolproof Desire/Desirable Ultra Mega Gargantuan
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Verbs - Power Words

Plummeted Blunder Revealed Exposed Ooze Puss Discharge Stunning Ravishing
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Massive Devastate/Devastating Ripped Tore Instant Laser-Precision/LaserAccuracy Plummeted
Blown Away Gobsmacked Vicious Cold-Cocked Gratifying/Gratification Sizzling Seductive/Seduction
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Verbs - Power Words

Dumb Founded Thumping Blaze/Trail Blazer Waltz Devour Merciless Annihilate Exterminate Eliminate
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Verbs - Power Words

Passionate Manipulate Skyrocket Huge Spike Boiling With Anger Crumbling Shove Aggressive/Aggression Raw Rage Terrified Brilliant Stunned/Stunning Staggering Jaw-Dropping Mind-Blowing
Wipe Out Unleash Fury/Furious Rage Berserk Maddening Intense Affection/Affectionate
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Verbs - Power Words

Mind-Blowing Mouth-Watering Masterful Electrifying Powerful Potent Compelling Riveting Explode
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Verbs - Power Words

Breathtaking Magnificent Unbeatable Unstoppable Crucial Vital Critical A Must Have Indispensable
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Unforgettable Terrific Remarkable Sensational Splendid Incredible Superb Wonderful Awesome
Essential The Key To Imperative Unleash Trigger You Now At Last
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Verbs - Power Words

Attention Urgent New The Only Exclusive First Sex Discover Unlock
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Verbs - Power Words

Astonishing Staggering Frustrated Hurtful Shameful Humiliating Horrible Embarrassing Explosive Amazing Risk-Free Stunning Spectacular Revealing Did You Know Have You Are You
Secrets Of If You Experience The Reveal Do You Think Learn Startling Shocking Exhilarating
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Verbs - Power Words

Wouldnt You Do You Want Tired Of Why Put Up Its Time You How To Revolutionary Imagine New Method
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Verbs - Power Words

Only For How To Urgent Warning Caution Stop Attention Shortcuts Insider
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Latest Important Would You When Did Introducing Genuine Honest Real Truthful
Bone-Cracking Earth-Shattering Nuclear Super Massive Extravagant Myth-Busting Bone-Chilling Psycho
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Verbs - Power Words

Axe Murderer Nuclear Super Massive Extravagant Myth-Busting Bone-Chilling Psycho Axe Murderer
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Verbs - Power Words

Massacre Sucker-Punched Hypnotized Paralyzed Kick-Butt I Have A Confession Finally
Walking On Eggshells Take A Chill Pill Derelict Monster Agitate Flesh Wound Axe Wound Stick A Fork In Me
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Verbs - Power Words

Visuwords.com
Resources
FreeThesaurus.net Neologisms searches
Write down 5 of your own!
Jay Abraham Claude Hopkins John Caples David Ogilvy John-Carlton.com Garry Halbert
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Writers Block
Hardest thing to do sometimes is just sit down and write Start with a yellow pad. Process map or flow chart how your offer will look, price points, potential names/ headlines, keywords, etc. Then start to jot down notes for salescopy, pitch angles, etc. Easier if you start a brainstorm file or Mindmap of ideas, keep this in your iphone too because at night or early morning youll get some of your best ideas Then when you go to sit down and write, youve already got a good starting point and can get into a flow very easily and fast.
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Biggest Mistakes
Not proof reading - duh! Grammar and spelling Talking about the basics like periods, incomplete sentences or thoughts, etc. Not writing a B version (for split testing)
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Sales Copy
12 step copy formula PDF 100 greatest headlines PDF Rewrite alternates of each headline 5 times (subject lines for emails and headlines for landing pages) Do it BY HAND! Not with computer! Link to Jay Abraham version
Traffic & Promotion

Module 9
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Traffic & Promoting
Traffic & Promoting
Connect with people every single day - do something! Sell daily, talk to your audience (whatever it is) daily. Start with a list of names if you have to, FB, email contacts, optins, buyers, previous customers from other businesses, etc. Create value for them and they will spread your message to others and expand our influence.
Start with everything, dont be too good for anything! If you have something to offer that adds value to peoples lives and you truly believe in it, you should be talking to everyone about it. If not, you are offering the wrong thing and you need to get into another business.
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Traffic & Promoting
Traffic & Promoting
Exception to this rule is the means to an end. Sometimes your primary offer is not your greatest passion, but its your means to an end, its how you reach people to then expose your larger passion. So dont become too good for anything and recognize the offers (front end) that have the larger market appeal that can fuel your greater passion (back end). If you setup your web business properly, small things can add up to big results.
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We started small, 30 people at our seminars, almost first 2 years we took no personal income, proper harnessing of Internet tools gives you viral leverage. Just hit send... (email, etc.) Promote your offer (not your site - theres a difference)
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Traffic & Promoting

Drive traffic Phenomenal content (generating viral referrals, likes and shares) Advertising Do a teleseminar Be a guest speaker Get in front of someone elses audience, list, etc. Pick up the phone! Use your mouth and your pen!
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Traffic & Promoting

SEO - the basics PPC PPV Media buys Social media Email existing lists to promote your offer Take that same email and load it up into your optin list AR for that offer you are promoting
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Traffic & Promoting

Take that same email and drop it into the blog page for the offer you are promoting Identify your top 3 income producing activities - what are they? Article every day? PPC? Offline promotion? Teleseminars? SEO? Videos?
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Traffic & Promoting

Free traffic based on; Articles (content) Videos Inbound links Offline promotion Speaking events Conference calls Flyers, business cards, posters, display ads, etc.
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Traffic & Promoting

Video promotion Traffic Geyser Hey Spread Tube Mogul Implement sharing and refer a friend systems on site Incentives Free download Discounted price
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Traffic & Promoting
Inbound linking SEO Quake (Firefox plugin) From other relative high page ranking sites Complimentary (non competitive) Good page rank Links page Find out who is linking to your competitors
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Traffic & Promoting

Our model, how we drive traffic Email FB Viral strategies Offline events Speaking engagements Training calls Article, audio, video content Press related activities, interviews, etc.
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Facebook
Profile setup Photos - lifestyle, you with leaders, etc. About me - keep it brief, not sales pitch Websites - blog, twitter, offer landing pages Text box - few words with a CTA, specific, personal USP, link to blog Youtube videos on your blog adding value, sharing, etc.
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Facebook
Friend adding Search related interests, target audience, etc. Anthony Robbins, The Secret, Robert Kyosaki, etc. Send personal friend request Script: Hi firstname, I see that youre into X, so am I. Lets connect! Will get 3-5 times more response rate Do 20, 30, 50 max/day, otherwise spam problems Be consistent
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Facebook
How to turn cold leads into warm leads fast? Optin page leads (from PPC, etc.) Copy their email address into FB search, many will have a FB profile Script: Hi firstname, Im excited that you visited my website recently. I invite you to add me as a friend and connect with me on a personal level! Drop me a line on my profile :-)
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Facebook
Facebook
Make sure using videos on your personal blog site, helps people connect with you and turn cold prospects into warm Using these FB strategies will massively increase your open rates and conversions!
Videos on FB Use a welcome short video on your FB page Hey we just became friends and I wanted to welcome you, Im into (X - your personal brand/USP), if theres anything I can do for you let me know, etc. Keep it generic - DO NOT mention any company or product names, etc.
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Facebook
Facebook
Your video also now shows up on his/her feed so connecting with their network as well, viral exposure. Make sure you delete old tags before you add new ones, if you keep adding tags, the new ones will appear at the bottom and old ones at the top. Clean it up each week. Also can get FB account shut down for spamming Birthdays - send a video. Good way to connect with higher profile people, you stand out from the masses.
Can record right in your FB, no editing, 20 seconds and your video is up and running on FB When you become a new friend, copy their name and TAG them in your video, now your video shows up on their profile when you just became friends.
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Facebook
Facebook
Groups As you add friends, create a group. Positions you as an expert Can send message directly to their inbox Will also go viral (likes, recommends, etc.) Make sure providing value up front, not just spamming your commercial messages
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Think of this group as another database, list, etc. but it will be more powerful and responsive than your GetResponse, Aweber lists, etc. Events, webinars, teleseminars, Twitter integration into FB
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Managing Your Business
Strategic Partnerships, Employees & Outsourcing

Module 10
ALL business is about 3 things only... Managing the marketing - All sales, websites, product development, customer service, etc. - thats ALL marketing! Managing the people - your staff, your team, employees, contractors, vendors, etc. - treat them good, invest in their education and challenge them Managing the money - this is your money, you better pay attention to it!
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You cant be everything to everyone And you cant do everything At some point, you are going to need help 80/20 rule What is your (top 3) highest and best use of time? What is the lowest hanging fruit? Having good infrastructure, systems, processes in place helps you do this by the way, otherwise you are always pulling over on the site of the road to fix the car, change flat tires, etc.(crisis management)
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Automation and outsourcing time sucking, life sucking, profit sucking tasks so you can focus on highest and best use of time Cant get bogged down creating pages, sites, etc. thats like changing your own tire when youre in the Indy 500! You need a team that can zip zip, get r done fast so you can get back in the race! So what are your top 3 highest income producing activities?
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Employees & Outsourcing
Have to constantly ask yourself this question over and over and over and over again all the time Remember - You make money when you do market research, create content and offers, drive traffic and optimize - Thats it! Everything else is MANAGEMENT MODE!
When you have employees, thats when you have graduated from Entrepreneurship kindergarten into the big boys sandbox Believe in and invest in your employees Give them room to fail, make mistakes Create a checks and balance system
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Employees & Outsourcing
Outsourcing
Not hiring an assistant, someone who knows how to gets tasks done and followup and follow through is unquestionably one of the biggest mistakes I see more small business people make than any other - its just completely stupid. Instant credibility boost? Hire a stinking assistant you fool!! I promise youre income will increase, and youll stop pissing off your clients because you cant remember to keep appointments, deliver requested info
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Type of outsourcing Project based - elance, scriptlance, renta-coder, etc. IC based Employee based - ie; Philippines
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Strategic Partnerships
Partner with people whos assets cover your liabilities Kolbe A test Dani Johnson GEMS program Covering your 6 with partnerships, employees and contractors... Expectations - make sure they are clearly communicated and realistic - people are people Dont be penny smart and dollar stupid HR, Legal, Docs, Policies, SOPs & Protocols, etc.
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Strategic Partnerships
Covering your 6 with partnerships, employees and contractors... (contd) Relationship - communication is key, NO room for offense and assumption, it will only cost you money, pain and agony! Followup and follow through - people respect what you inspect, pay attention to the small details and the big ones will take care of themselves
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The Fun Stuff...
Tax Planning, Structuring & Wealth Tips

Module 11
Taxes, Structuring & Wealth Dont buy into this Madison avenue facade of blowing your money on fancy cars, houses, etc. Most of these people are strapped to the max You want to build wealth, not debt Its all about cash flow and NET worth Stop using gross numbers and income, you look like a cheap used car salesman to those who are real entrepreneurs!
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The Fun Stuff...

Taxes, Structuring & Wealth Get a stinking LLC already Hire an assistant already Hire a GOOD accountant, not someone who only tells you what you cant do Hire a GOOD attorney, someone who understands business contracts, copyrights, trademarks, foreign and domestic IP licensing and business transactions (if you can find one)
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The Fun Stuff...

Taxes, Structuring & Wealth Dont be penny smart and dollar stupid here, you get what you pay for and its worth it when you find the right experts and team Watch the money, take it off the table Use % management formulas, not dollar budgets! Managing money is ALL about % and nothing more. I talk about this extensively in True Wealth Formula
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The Fun Stuff...
The Fun Stuff...
Taxes, Structuring & Wealth Example; when Brian came on board, gave him a piece of paper that had list of all the major expense areas of our business with the % I wanted that category to be. I said do you think its possible for us to do these numbers? He said Yes. 2 years later we hit every single one of them.
Taxes, Structuring & Wealth A major one was our tax burden, we were being killed by taxes because I had a small town accountant that didnt know jack squat about proper structuring techniques, was afraid to take certain deductions and was totally clueless about the industry we were really in. We were educating him and doing research for him. So we expanded the team.
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The Fun Stuff...

Taxes, Structuring & Wealth I prayed, asked God - This is your company, your money and we are your people and this is your vision that you gave us - please send me qualified experienced people I can trust so we can be better stewards of what youve given us Within 1 year we had that team. And you know what, we kept the tight wad, drive me crazy I cant talk to him for more than 10 minutes or my eyes will glaze over accountant on that team. You know why?
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The Fun Stuff...

Taxes, Structuring & Wealth Because hes part of the checks and balances system thats why. Because there are others on the team that have different experiences than he does, that are creative and/or risk takers. But he is mr. no risk, mr. cross every t and dot ever i, mr. well Im not sure about that, let me look into it thats why. Hes a critical and major asset to the team. By himself, he was a major liability and was killing our business. With the team, hes a major asset.
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The Fun Stuff...

Taxes, Structuring & Wealth Problem, most dont have access to a good team. I wish I could give you mine, it took me 15 years to find and put this team together... 15 years of being in business, paying too much taxes, not protecting our liabilities, sitting in accounting meetings feeling like I wanted to go ape (you know what), paying IRS back taxes, penalties, etc. either because I was trying to do my taxes by myself and didnt know how to properly MANAGE MY MONEY (its all about %) or because an accountant filled out a wrong field somewhere. I could go on and on.
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The Fun Stuff...

Weve finally found a team, its not my team, because my team is, well lets just say you dont want to use the wrong team at the wrong time. Meaning, some of you, most of you if you used my team its not the right team for where you are at in your business. As your business and net worth grow, youll need a team with different resources, different strategies and experiences. If you apply the wrong strategy at the wrong stage in your business or net worth, thats not good.
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The Fun Stuff...
The Fun Stuff...
So weve been looking for a very long time to partner with an organization that we can refer people to, an organization that can help people who are in the $50K $500K, maybe $1m range. And we have one now and you guys are basically the first to hear about this, but I wanted to include this information because some of you need to shore up big time in this area. Youre making money, but youre NOT watching your money.
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This is a critical first step Help you setup entity, LLC, Corp, etc. Strategic tax education and prep Customized solution, NOT one size fits all cookie cutter Over 10,000 returns filed Unlimited support options and follow through, not just sell you a solution and then no help implementing it - this is MAJOR
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Putting It All Together

EMF site and IMB launch model, how I did it
Putting It All Together

Module 12
Focus - total media blackout Family time Get outside, get physical, get away from the desk Virgin Billionaires article - its all about people and relationships! Whats the one thing you will do leaving here? Q&A
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A Special Offer
A Special Offer
If want the content updates, new info, resources, more trainings from Hans, etc. $29.95/mo subscription to EMF.
CloneMyWebsite.com service - entire website, templates, etc. HTML email template Product Rollout Worksheets
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Resources
We want to see you continue to succeed, and one of our primary ways to do that is to keep an open stream of resources available to you. eMarketingFormula.com will be offering exclusive insider information and ongoing training to help you thrive ahead of the market. Check in often and be sure to pick up the already-available resources right away.
Available Now
The 100 Greatest Headlines Of All Time If you havent re-written each of these headlines to tailor fit your product or service, you are losing money and wasting time. Copyright is King and THIS is the shortcut! Log In to your eMarketingFormula.com Members Account Now! The eMarketing Formula PDFs Keep these strategies close by at all times. Download the electronic PDFs so you always have the reference you need, when you need it. Log In to your eMarketingFormula.com Members Account Now! Get Keyword Blueprint Off! No Brainer right? You saw what it can do, what are you waiting for? Log In to your eMarketingFormula.com Members Account Now! The eMarketing Formula Feedback Form Your input enables us to serve you better and help equip you faster. Your success story is music to our ears and keeps us going. We want your feedback, even if its more than once! Log In to your eMarketingFormula.com Members Account Now! Insider Information If its working for us, we want it to work for you. Get Insider secrets and tips from people you trust. Log In to your eMarketingFormula.com Members Account Now! In Demand Earn your share of whats hot right now. Check in to get time sensitive offers, insight and bleeding-edge strategies. Log In to your eMarketingFormula.com Members Account Now!
Hans Johnson is CEO and co-founder of Call To Freedom, Intl, father of 5 and husband to the incredible Dani Johnson. Hans started his first business at 8 years old in Kona, Hawaii (where he grew up) selling flower lies to tourists in order to buy groceries and school clothes. This experience helped form a strong desire to become financially independent at a very early age, starting other businesses as a teenager. At the age of 23, Hans and his unique approach to business were featured in Success Magazine as a successful home business executive earning a multiple six-figure income. Since then, Hans has grown other businesses both HA NS JOHNSON online and offline, but most recently he is the strategic CEO behind Call To Freedom Intl, a personal development company that equips people to succeed in every area of their lives. Hans has generated millions in both online sales, traditional and non traditional businesses, foreign and domestic real estate but is most passionate about the millions he and his wife Dani have given away to orphanages and abused kids and women from around the world. For more information visit: eMarketingFormula.com
TESTIMONIALS
Thank you so much Hans. I would have paid you $10,000 for this bootcamp. This simply is the most powerful event I have ever attended. I now have every tool I could ever need to make 7 figures online. - Tina Barbeary By lunchtime, the information we had received "paid" for our trip down here. And flying from Alaska isn't cheap! Thank you... after being in our business for over 15 years, we know that now is the time to be over-the-top successful. - Lisa Freer I am so grateful for a company that has integrity and is trustworthy so I know what I'm learning is genuine and of great value! - Beverly Venkatachar I have been looking everywhere for the missing key to unlock the (internet) gold mine. You have given more than I was expecting. I now have access to the wealth of the world. - Robert Whitfield Wow Hans, you have done it again! You session and offer were so full of content from start to finish. Thank you for stepping beyond your comfort zone to teach us every aspect of starting, building and growing and internet business. You always deliver far more than what you promise and I am very grateful. I always learn so much from you and I can't wait to apply and get results - Maria Newton Copyright 2010 Hans Johnson. All Rights Reserved!

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Internet Wealth Begins

Copyright 2010 Hans Johnson. All Rights Reserved!

12 Steps To Internet Wealth ...

Content, Product & Campaign Development ..

Online Business Models .....

Sales Copy ...

Market Research, Keywords & Domains 81

Traffic & Promotion .....

Strategic Partnerships, Employees & Outsourcing ....

Tax Planning, Structuring & Wealth Tips ..

Tracking & Metrics

Putting It All Together ...

Who Is Hans Johnson?

Copyright 2010 Hans Johnson. All Rights Reserved!

Copyright 2010 Hans Johnson. All Rights Reserved!

Who Is Hans Johnson?

Copyright 2010 Hans Johnson. All Rights Reserved!

Copyright 2010 Hans Johnson. All Rights Reserved!

Copyright 2010 Hans Johnson. All Rights Reserved!

Copyright 2010 Hans Johnson. All Rights Reserved!

Copyright 2010 Hans Johnson. All Rights Reserved!

Copyright 2010 Hans Johnson. All Rights Reserved!

Copyright 2010 Hans Johnson. All Rights Reserved!

Copyright 2010 Hans Johnson. All Rights Reserved!

Whats Your Why?

Copyright 2010 Hans Johnson. All Rights Reserved!

Copyright 2010 Hans Johnson. All Rights Reserved!

Copyright 2010 Hans Johnson. All Rights Reserved!

Copyright 2010 Hans Johnson. All Rights Reserved!

Why The Internet?

Copyright 2010 Hans Johnson. All Rights Reserved!

Copyright 2010 Hans Johnson. All Rights Reserved!

Why The Internet...

Why The Internet...

Copyright 2010 Hans Johnson. All Rights Reserved!

Copyright 2010 Hans Johnson. All Rights Reserved!

Why The Internet...

Its The Vehicle Stupid...

Copyright 2010 Hans Johnson. All Rights Reserved!

Copyright 2010 Hans Johnson. All Rights Reserved!

Rules Are Meant To Be...

Rules Are Meant To Be...

Copyright 2010 Hans Johnson. All Rights Reserved!

Copyright 2010 Hans Johnson. All Rights Reserved!

Whats Your Mission?

Copyright 2010 Hans Johnson. All Rights Reserved!

Copyright 2010 Hans Johnson. All Rights Reserved!

Copyright 2010 Hans Johnson. All Rights Reserved!

Copyright 2010 Hans Johnson. All Rights Reserved!

Copyright 2010 Hans Johnson. All Rights Reserved!

Copyright 2010 Hans Johnson. All Rights Reserved!

Copyright 2010 Hans Johnson. All Rights Reserved!

Copyright 2010 Hans Johnson. All Rights Reserved!

Strategy vs. Tactics?

Close The Loop!

Copyright 2010 Hans Johnson. All Rights Reserved!

Copyright 2010 Hans Johnson. All Rights Reserved!

Copyright 2010 Hans Johnson. All Rights Reserved!

Copyright 2010 Hans Johnson. All Rights Reserved!

Copyright 2010 Hans Johnson. All Rights Reserved!

Copyright 2010 Hans Johnson. All Rights Reserved!

Online Business Models

Copyright 2010 Hans Johnson. All Rights Reserved!

Copyright 2010 Hans Johnson. All Rights Reserved!