Day Three

How to make passive income on the internet

Agenda• How to build the website and monitor and

fine tune

• How to take your info business to the next level – dominating your niche

• Membership sites

• Other ways to dominate your niche – Free publicity, speaking from stage, best seller

Session 1

How to build the website, monitor

and fine tune

A great info product website has…

One purpose per page

Story or hook

Great headline

Simple, clean layout

Minimal links to other pages

Lots of proof

A great info product website has…

Guarantee

Overwhelming value (no-brainer offer)

Easy ways to order

Secure way to pay

Descriptive url

Monitoring and fine-tuningReview your sales letter after 2 weeks: Does this site look interesting? How do I feel as I am reading? Do I believe the claims this site is making? Do I feel compelled to buy the product? Does the product seem good value for

money? Am I convinced that the product will help

me? Do I feel safe giving my credit card details?

Things to split test Headline wording Headline formatting Testimonials Testimonial types and graphics Hook or story wording Offer wording Offer – number and types of bonuses Guarantee wording Guarantee graphics Adding multimedia

Monitoring Tools AB Split testing Pro

www.ABsplitTesting.com Website optimiser

www.google.com/websiteoptimizer

Google Analyticswww.google.com/analytics

Clicktalewww.clicktale.com

Split testing example

The voices in my head are saying…

Write down 2 things you got out of this

session and how they will impact your life

You now have our complete system to

make passive income selling info products

But we’ve observed that when people get out of

here, they run into roadblocks to success

So we’ve created Our Internet Secrets…

The program we wished we’d had when we first started

Here’s what you get:• More training, systems and support• Community of like-minded people• Faculty who are all “on the same page” • One-stop-shop for internet marketing• Massive resource library• A bunch of stuff (including websites)

done for you

Here’s what’s in the “library”:• Ebook pack (including website)• Membership site pack (including website)• 4 x 2-day workshops• 4-day “Our Internet Secrets” event• Video library of past events• Resources – marketing swipe files, camtasias• Weekly teleconferences• Access to faculty – email and forum• Faculty offers

You also get….

A ticket on our Ultimate Cruise

Seminar in December

It’s not for everyone! It’s for people who:• Are serious about making serious money online

(and have fun doing it!)

• See the internet as a business, not a hobby (doesn’t mean you have to work full time at it!)

• Have a can-do, successful attitude, and who are fun to be around

• Want to hang out with like-minded, successful people, and who are willing to share their ideas

• Take 100% responsibility for their own success

Here’s who it’s NOT for:• Chicken littles!

• People who are looking for a “magic bullet”.

• People who don’t take responsibility for their own success.

• People who are unwilling to contribute to the group.

• People who are rude or demanding.

How it works:• You get full access to the program for

a minimum of 12 months

• No trial period

• Price of membership covers two people (partners)

• Do not share your password access with non-members

Pricing:• 12 months access is $9,900.

• Can pay it off monthly if you want ($825 a month).

We have a special offer for our clients at this workshop only…

$5,997 up frontor

$597/mth for 12 mths

PLUS for this workshop only…

Add Mike Koenigs’ Push-Button Social Media Video Marketing System

for just an extra

$1,000 up frontor

$100/mth for 12 mths

Session 2

How to take your info product to the next level:

Dominating your niche

The Ultimate Business

Model

In 15 years as management consultants we’ve found

nothing that makes so much money so quickly and easily

We use it to create a 6 or 7-figure business in

3 months or less

We’ve been involved in 9 of these in

the last 2 years

Income has ranged from $48,000 in 3 months to

$3.5m in 6 months

But - it’s not for everyone!

What’s the downside?• Not as passive

• No longer “under the radar”

• Risk that you’ll build the business around YOU

• “Can” require staff and other resources (higher overheads)

• May be outside your comfort zone!

Why would you want it?• Possibility of big income (6 to 7 figures

in as little as 3 months)

• Builds a saleable asset

• Recognition in your area

• Opens bigger opportunities

• Get to hang out with other people at the top of their game

Examples• Andrew and Daryl

• Paul and Mary Blackburn

• Matt and Amanda Clarkson

• Jason Urbanowicz

• Jo Martin and Greg Elliott

• Darren Stephens

• Bret Thomson

• Johnnie and Michelle McCarthy

• Liz and Matt Raad

What is the Ultimate Business Model?

• Fast track to financial freedom.

• Set of strategies that, when combined, allow you to dominate your niche.

• As the big fish in the small pond, you can sell more, for higher prices, than your competitors.

• You are positioned as the expert, and only real choice for products in your niche.

Components of the Ultimate Business Model

• Membership site

• Home study pack

• Three day event

• High level coaching program

Criteria for a niche for the Ultimate Business Model

• Passion

• Personal story

• Opportunity to make money

6 Keys to Success for the Ultimate Business Model

• Be prepared to be the guru• Sell it before you build it• 80% marketing, 20% content• Use a multi-media approach to

marketing• Have an inch-wide, mile-deep niche• Don’t compete – stand out

How the money worksHow the money works

• Promote membership site and/or home study pack with tickets to the workshop

• At 3-day workshop, offer high level coaching program at $10,000 - $50,000

• Average conversion rate is 25-30%

Income examplesIncome examples• 50 attendees, $10,000 product,

25% conversion = $125,000

• 80 attendees, $12,000 product, 25% conversion = $240,000

• 200 attendees, $17,000 product, 30% conversion = $1,020,000

• 320 attendees, $25,000 product, 30% conversion = $2,400,000

The voices in my head are saying…

Write down 2 things you got out of this

session and how they will impact your life

Questions we’ve had about the

program

• Does the second person need to be my life or business partner?

• When do the payments start?

• Do I get both a membership and ebook site built for me as part of the program?

• Does it suit me if I have an offline business?

• Is there training about the Ultimate Business Model in OIS?

• I’ve had problems with other packs. How is this different?

• Where are the workshops held? What if I can’t get to one?

• There’s lots in the program – how do I know where to start?

• What are the details of the Cruise Seminar?

• How much support do I get?

• Exactly what do I get?

• What are the faculty offers?

Support:• Help desk• Forum• Weekly teleconferences• Hotseats• Live events• Faculty offers (some include 1-1 time)• Stuff we do for you (eg build websites,

copywriting critique)

Here’s what you get:• Ebook pack (including website built for you)

$3,000• Membership site pack (including website)

$3,000• 4 x 2-day workshops

$8,000• Video library of past events

$25,000• Resource library – marketing swipe files,

technical camtasias, audios, case studies$10,000

• Weekly teleconferences$5,200

• Access to faculty – email and forum$15,000

• Faculty offers$28,178

• Cruise Seminar ticket$1,997

Total value $99,375

Videos of past events:• Planning your internet business

• Internet traffic mastery

• How to get free publicity

• How to create a membership site in 3 days

• How to get affiliates to sell your products

• How to do Joint Ventures that make you money

• Conversion secrets

Videos of past events:• Copy that sells

• How to get your offline business online

• Blog traffic mastery

• How to build info products

• Mouthing off for big money

• The 7-hour sales letter

• Using Web 2.0 / social media to drive traffic

• Seven of our 4-day workshops

Faculty offers:• Paul Blackburn – 2 tickets to Resolving

the Money Riddle$3,994

• Matt and Amanda Clarkson - 2 tickets to eBay Magic Workshop for $197

$4,078

• Sue Gardiner – press release audit and media strategy

$1,200

• Greg Cassar – Camtasia training videos for newbies and 15 minute power call

$970

• Janet Beckers – audios – How to profit from Interviews

$294

Faculty offers:• Gail Geronimos – 30 minute consult on

getting your offline business online$250

• Alexei Kouleshov – camtasias built to order, and critique of Adwords campaign

$1,000

• Jo Martin – audios on building a successful speaking business

$1,295

• Mike Rhodes – video course on Google Adwords for $47

$500

Faculty offers:• Yaro – videos and reports on blogging

$1,200

• Bret Thomson – marketing swipe file

plus 2 tickets to “The 7 hour sales letter”$5,000

• Darren Stephens – How To Write A Best Seller home-study pack, 10-day turnaround workshop for half price

$4,397

• Liz and Matt Raad – tickets to “How to BuyRenovate and Sell a Business”

$4,000

Total value $28,178

Session 3

Membership sites

Here’s how we build Membership Sites in

just 3 days

What is a membership site?

• Subscription site, continuity program

• Only make the sale once and continue to get paid every month.

• Build a relationship so you become a trusted advisor.

• Can continue to upsell other products based on the relationship.

We have a really unique membership

site system

It’s quicker, easier and cheaper than any other

membership site system we’ve seen

Problems with most membership sites

• Can take 6 months or more to set up before you make any money.

• Members stay an average of only 2-3 months, so you need to spend much more time marketing.

• Most membership site software is designed by and for people with a US company and bank account.

• Can be expensive to set up, depending on the software you use.

Benefits of our system• Can be up and running and making money in

as little as 3 days.

• Members stay an average of 12 months or more, so you need to spend much less time marketing in the long term.

• Our sites use a range of payment options that work in Australia.

• Costs very little to set up, as we don’t use expensive proprietary software.

How much do membership sites

make?

Our target for each membership site is to have 1,000 members paying $49 per month within 12

months

($588,000 per year)

www.andrewanddaryl.com• Landing page

• Free content page

• Sign up page

• Members’ only page

• Eclass #1

Example and guided tour…

Our steps to build a membership site

1. Choose a topic

2. Build the content

3. Do the marketing

Step OneChoose a Topic

Criteria for a good topic• Hungry, fanatical crowd

• Marketing channel in place or easy to find

• Good story or hook

• Able to produce long term sequential content

• Personal knowledge about the topic

• Sufficient market size

• Able to differentiate from free information

• Low risk

Tips for choosing a great topic

• Make it targeted, not broad

• Make it something you’re interested /experienced in

• The opportunity to make money generally outsells other topics

Some top selling membership sites…

• www.andrewanddaryl.com

• www.SecretsOfSellingFromStage.com

• www.InternetTrafficMastery.com

• www.Money-Mind-Set.com

• www.YourPersonalTrainerBusiness.com

• www.HowToWriteABestSeller.com

• www.ParkinsonsRecoveryProgram.com

Step TwoBuild the Content

Building content

Content to build before launch:• Sign up page

• Landing page

• Free content

• Members only page

• Eclass 1

• Ancillary pages (FAQs, privacy, contact us, etc)

• Email series to free list

Step ThreeDo the Marketing

Effective marketing is about both QUANTITY and

QUALITY of leads

We find that conversion rate depends greatly on the source of

the traffic…

Warmer leads mean higher conversions

Our conversion rates

• 1-1 face-to-face 80-100%

• Stage presentation 40-50%

• Teleseminar 20-30%

• Email series to JV list 10%

• Google adwords 1-2%

• SEO / Web 2.0 traffic <1%

Our Marketing Style…

• Enthusiastic, but without the hype

• Provide lots of great quality free content

• Provide enough bonuses that the decision to buy is a “no brainer”

• Aim to get warm leads

Examples

Paul Blackburn uses our membership site process

http://video.google.com.au/videoplay?docid=-4556831310691721272&pr=goog-sl

The voices in my head are saying…

Write down 2 things you got out of this

session and how they will impact your life

Session 4

Other ways to dominate your niche:

Book, speaking from stage, free publicity

Having a best selling book

Why have a best selling book?

• Positions you as the guru• Authority comes with being an author• Use it to build a list• Gets you access to people and projects• Gets your message out to more people• You can sell backend products based on

the relationship

Most authors don’t maximise the benefits

of having a book

Keys to success with a book

• Get the right niche – large, hungry crowd• Get a system to write the book quickly• Success is 80% marketing, 20% product• Include a way to build a list• Have back end products to sell

Speaking from stage

Why speak from stage?

• Positions you as the guru• Authority comes with being a speaker• Use it to build a list• Gets you access to people and projects• Gets your message out to more people• You can sell backend products based on

the relationship

Keys to success with speaking

• Get the right niche – large, hungry crowd• Know the purpose of your talk• Give great content• Always make an offer• Believe in the value of your product• Be yourself on stage• See speaking as a medium, not a business• Look for other ways to use your skills – stage,

teleseminars, webinars, videos

Getting Free Publicity

Why get free publicity?

• Gain credibility from being in the media• Positions you as the guru• Use it to build a list• Gets you access to people and projects• Gets your message out to more people• You can sell backend products based on

the relationship

Keys to success with free publicity

• Find the newsworthy hook in what you do• Be prepared for the spike in business you

may get• Capture the free publicity you get and

promote it• Have a way to build a list

The voices in my head are saying…

Write down 2 things you got out of this

session and how they will impact your life

What we’re doing tomorrow

• Identify and eliminate your subconscious blockages to earning passive income

• How to buy, renovate and sell a business for profit

• Planning and implementation