Day 1

Welcome to Autoresponder Madness 2. (Which from now onwards I'll refer to as 'ARM'.) Real glad you're here. Before I start I have a question for you... QUESTION: What's the #1 priority in business today? Think about the answer. I doubt you'll even get close. But give it a shot anyway. I'll give you the answer later. In the bonus coaching week. . . Version 1 of ARM was released what seems like a million years ago. Only 102 people were exposed to it. Since then I've refined the learning process and streamlined the content. I know that ARM 2.0 will be some of the best training you will ever be exposed to. This course is going to ROCK YOUR WORLD. It will give you perspective and insight. ARM will change the way you do your marketing, and the way you approach building a business to make money. But most importantly it'll change the way you treat your prospects, subscribers and clients. RESULT: You get to earn WAY MORE money in the long run. I'm not kidding either. ==================================== THE BATTLE FOR YOUR INBOX ATTENTION ==================================== You get a lot of emails. No doubt about it. Some of them get your attention. But most don't.

I need your attention! I need you to commit to me and to this coaching program. You've given me $297. Allow me to give you back 10x that in value (minimum!). But in order for me to deliver this massive value to you, I need you to play your part. You know the saying: "You can lead a horse to water, but you can't make it drink." Same applies here. Every email I send you will have a subject line prefixed with: [ARM 2.0] Day X: ______________ When you see that email hit your inbox - open it and read it. You'll get one "bite sized" email from me each day for the next four weeks. This is on purpose. So you can easily consume each email (lesson). Each email will be between 500 and 1200 words long. Reading these emails (and doing the tasks) is a small commitment on your behalf. Don't let the side down. I've got your back ... but only if you stick to the game plan. Deal? Lastly... Please don't bloody delete *any* of these emails. :) Check your junk or spam mail folder if you think you're missing an email - just in case. Next... Create a special 'ARM 2.0' mailbox folder. Each day when a training email comes in: 1. Read it.

2. If there is task for you to do - do it. 3. Then archive the email in your special folder. The nitty-gritty of ARM starts tomorrow. Be Bold. Make Things Happen. Andre "strategic" Chaperon

Day 2

At the end of this coaching I have written some bonus lessons for you. They span an entire week. This stuff is as important as hell. Just wanted to give you the heads up. Something to look forward to. =============== Preface to ARM =============== Following ARM strategies presumes that you embrace a certain philosophy - a way of doing business online. By the end of the ARM training this philosophy will make more sense to you. But the nutshell of it is this: It is about delivering REAL VALUE to an audience. Building a long term relationship with that audience. Your crowd. It presumes the attitude that you look at everybody who you want to do business with, ... and decide you're not going to wait for money to change hands before you start contributing, guiding, counseling, advising and protecting them. (Reread that paragraph again. Let it sink in.) Jay Abraham calls this the 'Strategy of Preeminence'. Since 2005 I've based everything I do in business to be inline with Jay's philosophy. It's the cornerstone of EVERYTHING I do. The end result is that I create a crowd of

followers that will buy my stuff over and over again. (Because I have already earned their trust.) It creates long term customers. And this, my friend, is where all the REAL MONEY is at. [ - - - - - - - CASE IN POINT - - - - - - - ] On launch day for ARM 2.0, a subscriber (read: non-customer) asked me this... RICHIE: Anyway.. I dont want to miss out on this but I just saw an email from your bud Mark Acutt saying to wait as he is offering a bonus. Hhmm.. I do like bonus's & am sure other "big dawg" guys will be offering some insane "goody bags". I know you can"t see the future, but your pretty darn gifted, and I was wondering if I should wait? ANDRE: Honestly ... I'd suggest wait. I know I'll earn less for saying that - but you get more - and that, to me, is more important. RICHIE: I honestly don't know many marketers that would have answered like you did.. Its very refreshing to here the truth. Consider me a customer for life :) Thanks for the truth!! . . A customer for life, eh? It's simple things like this. I stepped over $98 to earn a customer for life. Truth is - I would happily forgo $98 all day long to earn customers for life. But the point it - Jay's philosophy is at the core of everything I do. People are inherently good - and if you treat them with respect and empathy - you will always win in the long run.

It all starts here. Even before you learn all the ARM tricks and strategies. It starts right here. You need to understand this. Everything you do in your business should be - first and foremost - in your customers' BEST INTEREST. I would suggest that you need to make the decision to embrace this philosophy too. [ - - - - - - - /CASE IN POINT - - - - - - - ] This philosophy works for affiliate marketing. This philosophy works for product owners. It's universal & evergreen. It's taken me a lot of trial and error (lots of error btw) to translate Jay Abraham's 'Strategy of Preeminence' into what I do. ARM is your fast-track blueprint. Your fast-track play book. ARM is the exact strategies, workflows and blueprints I put into action to build automated income machines. I'll be showing you how to leverage technology to almost totally automate these "money machines". There is also a super-ninja advanced strategy I'll reveal to you much later. I've had second thoughts of even including it in this coaching program. Kidding aside. I could sell just this one advanced strategy for $497. Or $997 if I bulked it up with flashy videos ... like the gurus do. It's part of this coaching program... BUT there'll be a "qualification" process before I reveal this super-advanced strategy to you. Not everyone will qualify tho. First you need to earn your "flying wings", BEFORE you get your special forces SAS stripes.

So enough with the foreplay. Let's get cracking... ===================================== ARM Leverages Autoresponders HEAVILY ===================================== Anybody (read: you) that wants to get a mass audience to take a particular action, can use autoresponders to quickly and easily get the job done. It's called leverage. And clever ninja marketers do it well... No doubt president Barack Obama has a few of these elite-nijas in his inner-circle. During the 2008 U.S. presidential election campaign, the Barack Obama camp (in reaction to Sarah Palin's Republican National Convention speech) sent out an email to a list of 2 million people ... and raised $10 MILLION in donations from that SINGLE email, from 130,000 donors. ONE email. ONE day. $10 MILLION bucks. Not bad for a days work, huh? Little wonder he won the election. The other guy didn't stand a chance. =========== The System =========== ARM is a system of components that all work together to create an ultra-responsive email list (or lists). There are two core parts to the system. Part 1 is what I call a 'Soap Opera Sequence'. It's the part circled in RED in the attached PDF. Part 2 is an instant cash component. It's circled in GREEN. Tomorrow we discuss 'Part 1'. For now, I've attached a PDF of a diagram of what the complete Part 1 & Part 2 looks like.

======================== IMPLEMENTATION TASK ======================== Study the attached PDF. Simple. Nice and easy. Be Bold. Make Things Happen. Andre "preeminence" Chaperon

See: Day 2 - arm-system.pdf Day 3 – The ARM Components (Part 1)

Yesterday I said that ARM is a system of components that all work together to create ultra-responsive email lists. (Refer to the attached PDF as you read through this email lesson.) At the core you have a squeeze page. This, of course, allows people to add themselves to your primary front-end email list. This gets people into your sphere of influence. This front-end list automatically triggers a follow-up sequence to be launched into action. I call this a 'Soap Opera Sequence' (SOS). We'll get into HOW to write a SOS a bit later. For now I'm simply laying out the parts of the system for you. Giving you the birds eye-view. [ - - - Follow-Up Sequence (Definition) - - - ] A follow-up sequence is a series of sequential emails that are delivered automatically, at intervals you choose. An SOS is an *advanced* follow-up sequence. [ - - - - - - - - - - /END - - - - - - - - - ]

The SOS is all pre-created so that it "plays out" over a number of days, weeks or months. I typically don't create an SOS that lasts more then two or three months tho. Information within markets and niches changes too fast now a days... Potentially making the latter part of the follow-up sequence less relevant. A few weeks works best. Two or three months tops. There are exceptions to this rule. But for the most part - keep your SOS to under three months. [ - - - - - - - - - NOTE - - - - - - - - - ] You don't need to write an entire SOS in one hit. I write a few emails at a time, then just keep adding to the SOS ... over time. More about HOW to do this later tho. [ - - - - - - - - - /NOTE - - - - - - - - - ] Now... A 'Soap Opera' sequence takes the shape of a big story - with plots and sub-plots. (I cover plots a bit later.) The story is all spread out over multiple emails, across the entire SOS. This is the first BIG DIFFERENCE with the way I create emails ... and the way everyone else does. Everyone else (especially the gurus) write emails in "isolation". Meaning there is no reference point from one email to the next ... from one promotion to the next. BOOOOOORRRRING! I however ... write STORIES. Big ass stories. (Read: just like a soap opera.) These stores have a beginning and an end.

There are "connections" between emails. From one email to the next. There is "context". Stories draw people in. SOS's produce tension and suspense (you'll learn my advanced strategy to achieve this later this week). This is a strategic way to deliver content to your prospects and customers, packaged up like series-fiction. Installments of VALUABLE interesting information that they WANT MORE OF. Writing these email stories is prob'ly easier than you think when you know the tricks I'll teach you. ======================== IMPLEMENTATION TASK ======================== Reread this email at least three times. Seriously. Think about what you've just read here. Let it sink in. Lemme ask you... Have you ever watched Lost (series 1)? Or 24? What about: * The Sopranos * Supernatural * Heroes * Fringe * FlashForward * Keeping Up with the Kardashians * The Girls Next Door * Pretty Wild * Mad Men * E! News <- brilliant use of this technique btw! * Kendra * Kourtney and Khloe Take Miami * Day Break As an aside - lemme get one thing straight. I've only watched the odd episode of Kendra and the other celeb girlie programs - FOR RESEARCH PURPOSED ONLY. OK? Straight? That's my story and I'm sticking to it. :)

[ - - - - - - - - - DAY BREAK - - - - - - - - - ] I've only just started with this series. A friend told me it's amazing. So the other night I sat down with a bowl of 'lite' microwave popcorn - and a tin of diet Coke. After 10 minutes I was hooked. I had only downloaded 3 of the 13 episodes - but I watched all 3 in one hit. Definitely worth watching. It's packed full of open/nested loops (you'll learn about this shortly). http://en.wikipedia.org/wiki/Day_Break [ - - - - - - - - - /DAY BREAK - - - - - - - - - ] These are all essentially "Soap Operas". Like series fiction. But there is an advanced element within all of the above examples - that makes them "STICKY". I'll reveal it later. Then show you HOW-TO write using this advanced writing strategy. Tomorrow - I reveal 'Part 2'. The second core component to ARM. Think 'Quick Cash Windfalls'. ;-) Be Bold. Make Things Happen. Andre "soap opera" Chaperon

See: Day 2 - arm-system.pdf Day 4 – The ARM Components (Part 2)

Let's continue... The second part to ARM adds "Quick Cash Windfalls" into the ARM system. This component is all about creating a 'Product Launch Sequence' (PLS) around a product promotion. Forget about Jeff Walker's 'Product Launch Formula'. This is not a PLF bootleg or clone.

It has little to do with what Jeff teaches in PLF. PLS's are about promoting a stand-alone product, using only email. It doesn't need to be part of some big guru product launch (although it can be). Each PLS will be around one specific product... Fat Burning Furnace ... or Niche Blueprint 2.0 ... or List Control ... or Forex Robot ... or Sports Betting Champ ... or NanoX, etc. And it's not hard to create $10,000+ paydays from tiny small email lists over a 2 or 3 day period... >From 2 to 4 hours worth of work. :-) Very doable. Very doable indeed. Many version 1 ARM customers achieved amazing results using PLS's... * 85 sales from a list of 250 producing $5,695. * 200 sales from a list of 1200 producing $12,000 net profit in less than 90 minutes. * 52 sales from a list of 220 within a few hours. * 61 sales from a list 381. * 102 sales @ $97 from 218 people in 51 minutes. Unheard of 46.7% conversion rate. OK, OK ... the last result is mine. :-) But I'll show you next week exactly how I achieved that crazy result. ======================== IMPLEMENTATION TASK ======================== I've attached a PDF to this email. Open it up now. Like I said, each PLS will be around ONE specific product. Look at the boxes circled in green in the attached PDF.

That's how a PLS plugs into the ARM system. It's a series of emails (typically just 3) that provide real value while promoting a product as a solution to a problem. The promo is in the form of a STORY. It's setup in a way that forces you to "tune in" to consume all the emails in the "episode". Episode = the PLS, in this case. More about the dynamics of the PLS next week. For now I just want to give you the big picture. Of course, these PLS's are ongoing. One PLS per product. You can run one of these each week ... or each month. These are ongoing. Think about what you've just read. Do you notice how a PLS differs from a SOS? Well... For one, a 'soap opera sequence' is longer. But the main purpose of a SOS is not to promote a product (although that does happen)... It's about establishing a relationship with your crowd. Then building and developing that relationship. It's your opportunity to use stories to suck them in ... and build trust and rapport with them. Within the context of that, yes, you get the opportunity to promote products. PLS's on the other hand use the leverage that an SOS gives you (the trust) ... to promote single products in a "launch style" environment. The SOS comes first. It's the required foundation. It allows you to later implement PLS's at will. There are a few more core pieces to the puzzle, BEFORE I can teach you HOW TO write an SOS ... and then a PLS. Tomorrow ... how to find your "leverage point" (LP). How to use an LP to create your "hook". Be Bold. Make Things Happen.

Andre "quick cash" Chaperon

See: Day 4 - arm-system.pdf

Day 5: Creating The Hook (Your Leverage Point)

Let's talk about leverage points... For me a HOOK is basically an element that I can use as a leverage point. It makes what I'm saying, STAND OUT! It's something that I use to build my soap opera stories ... or my product launches, around. Without a hook you're just another average schmuck marketer peddling more stuff. ARM is about being strategic. And creating a hook, and then using it as a leverage point - is strategic marketing. It separates the schmucks from the marketers that have crowds of loyal followers. You need a hook ... so find one, or "create one". I typically look for a hook in either a weakness of a product ... or something amazing. =============================== FINDING A HOOK IN A 'WEAKNESS' =============================== No product or service is perfect. There is always something missing - a flaw or weakness. This is typically where I first look for my leverage point. Like I said... Most products or services aren't perfect. So I build my hook around that weakness. I create a bonus as the "fix" ... the "Band-Aid". The "must have" add-on or complementary "ENHANCEMENT". The hook is that little opening where I can jump in and add REAL UNIQUE VALUE.

=============================== FINDING A HOOK IN A 'STRENGTH' =============================== In some cases you may find that there would be a greater marketing advantage in adding value to something amazing about the product. Instead of putting a spotlight over the weakness or flaw - I highlight an amazing element. The trick is to do it in a way that's unique and makes your marketing stand out from the other schmucks promoting the same product ... but with no angle at all. Remember on Day-2 I spoke about Jay Abraham's 'Strategy of Preeminence'. Preeminence means -> "the status of being preeminent, dominant or ascendant; high importance; superiority ... the most important; greatest." Creating UNIQUE VALUE is about being preeminent. It makes what you do *POP OUT*. >From "their perspective" (your crowd) you get the credit for: 1. Providing the extra awesome sweet value. 2. Bringing the product to their attention. It's win win. You get kudos points for being unique and providing the extra value. You also get kudos for actually recommending the product (strange as that may seem). Like I said. Do this right, and it's win win all round for you. ============================= HOOK -> ATTENTION & INTEREST ============================= Use your "hook" to grab the attention and interest of your prospect or customer. Then work to build desire and tension within your email sequences, using stories. Then ... ultimately, action is required on their part to relieve the tension and pressure.

Desire ... suspense ... tension ... pressure ... This is all created with open/nested loops. This is an advanced strategy that I'll explain in the next email lesson. Just know that you get the ATTENTION and INTEREST of your crowd by using an unique angle - a hook. It's the only way to differentiate yourself from everyone else. (I've think I've overused the 'schmuck' expression, eh?) The good news... Most (like the large majority) of marketers are lazy. Their marketing is bland and one-dimensional. This makes it easy for you to get in there, add value ... and CRUSH IT! ======================== IMPLEMENTATION TASK ======================== I've attached two made-up examples to demonstrate a 'weakness' hook and a 'strength' hook. Make sure you understand this. It's helluva important. Be Bold. Make Things Happen. Andre "your hook is everything" Chaperon . . P.S. Get 'Positioning (The Battle for Your Mind)' by Jack Trout & Al Ries off of Amazon. Brilliant read. BTW - Thanks to Eric Bossieux for letting me know about this great key points summery of 'Positioning'. http://armurl.com/jjv

See: Day 5 - hook-examples.pdf

Day 6: Open Loops (How To Build Suspense & Tension)

Remember on Day-3 I ended by asking you a question? That there is a secret-sauce advanced writing strategy that the series-fiction writers weave into programs like: * Lost * 24 * The Sopranos * Supernatural * Heroes * Fringe * FlashForward * .. * .. * .. * E! News (etc, etc...) Ever read the 'Stieg Larsson' trilogy? * The Girl with the Dragon Tattoo * The Girl Who Played with Fire * The Girl Who Kicked the Hornet's Nest It's FULL of this "secret-sauce" writing technique. Unless you're a series-fiction writer, or a NLP guru ... you've prob'ly NEVER heard of what I'm about to reveal to you. You certainly would have never heard about it in the Internet marketing niche. No one talks about this ... because no one knows about this. Simple. ==================== Open & Nested Loops ==================== Open loops are "elements" of a story that don't tie up in that same email. Think of them as UNFINISHED STORIES or story elements. With me so far? An open loop is when you start an idea, thought, or story, and instead of finishing it, you move onto something else. In other words ... you keep the loop open.

It's these "unfinished" story threads that create unresolved emotional tension ... which in turn creates a "cliffhanger effect". You know ... leaving you handing. Wanting to know WTF is going to happen next. "OMG! Jack Bauer just got shot and killed! I think. That can't be true. It just can't be! ..." (Jack Bauer is the lead actor in 24.) But the episode ends right there. It creates a cliffhanger. Unresolved emotional tension floods over you. You're DRAWN to discover what the hell just happened ... and how the hell is Jack Bauer going to get his ass out of this mess... Hell - he may even be dead?! Guess what? Yup ... that's right Sherlock - you guessed it. You HAVE TO "tune in" next week. You can't NOT. Your brain won't let ya. Open and nested loops achieve a similar result with emails. Whenever the human brain is presented with an open loop (an unfinished idea, thought, or story element) it seeks closure. It keeps the reader reading and engaged until they have that closure. Many times the closure only comes much later in the email sequence ... days, even weeks later. {EVIL LAUGH -> MOOHAHAHAHA!} [ - - - - - - - - - ADV - - - - - - - - - ] The "open loop effect" is based on the Zeigarnik Effect, which states that people remember uncompleted or interrupted tasks better than completed ones. There is a tendency or "need" to complete a task once it has been initiated and the lack of closure that stems from an unfinished

task promotes some continued task related cognitive effort. The cognitive effort that comes with these intrusive thoughts of the unfinished task is terminated only once the person returns to complete the task. http://www.psychwiki.com/wiki/Zeigarnik_Effect [ - - - - - - - - - /ADV - - - - - - - - - ] Nested loops are simply open loops - but nested. Meaning that multiple story loops get opened before they get sequentially closed again. Stories within stories within stories. VERY POWERFUL! Your SOS and PLS's should contain a number of these "open loop" effects for maximum tension and suspense. I'll demonstrate EXACTLY how to do this with a real live example of a SOS next week. If this all sounds confusing and complicated, it's really not. It all boils down to three powerful key points that you need to remember and exploit: 1. People need to have closure. 2. When they don't get closure, their RESPONSE POTENTIAL is INCREASED. <- Hint, hint! 3. .. That's it. Just remember these three points and you'll be good. You'll have your readers undivided attention. They'll be engaged. They'll be more inclined to read your emails and do what you ask. It really doesn't need to be any more complicated than this. Huh? What's that? Oh yeah ... that's right.

I only listed two points above. Hmmmm... Thing is ... point #3 is FAR TOO POWERFUL for me to tell you about in a coaching series that 500 people are being exposed to. Far too powerful. Perhaps I'll tell you later. I dunno yet. Lemme think about it... ======================== IMPLEMENTATION TASK ======================== Watch this video of Kevin Hogan (author of nineteen books on influence and persuasion) explaining story loops: YouTube video (2m:55s): http://armurl.com/tWc Be Bold. Make Things Happen. Andre "open loop" Chaperon . . P.S. Did you feel a strange feeling to WANT to know what that 3rd point is? Truth is ... there is no point #3. :-) Was just demonstrating the effect on you. But I really should have only revealed that there is no point #3 next week. Should have left the suspense to built up in your mind over a week. It's then 10x more effective. LOL! Wanna hear another truth? I've been covertly using open/nested loops in EVERY SINGLE email of this coaching course so far. Go back and see if you can spot 'em.

Day 7: Weekly Review

At the end of every week will be a review of that week's content. It'll help consolidate what you've just learned. =========================================== DAY 1: THE BATTLE FOR YOUR INBOX ATTENTION =========================================== Read each email (lesson) as it comes in. If there is task for you to do - do it. Then archive the email in the special mailbox folder you created. ========================== DAY 2: Preface to ARM ========================== Following ARM strategies presumes that you embrace a certain philosophy - a way of doing business online. It is about delivering real value to your audience. It's about building a long term relationship with them - your crowd. Jay Abraham calls this the 'Strategy of Preeminence'. The end result is that you'll have a crowd of followers that will buy your stuff over and over again. This is where all the REAL MONEY is at. ==================================== Day 3: Part 1 - Soap Opera Sequence ==================================== A SOS is an advanced follow-up sequence. The SOS is all pre-created so that it "plays out" over a number of days, weeks or months. The SOS allows you to establishing a relationship with your crowd. Then to develop that relationship. It's your opportunity to use stories to suck them in ... and build trust and rapport with them. Within the context of that, you also get the

opportunity to promote products. You don't need to write an entire SOS in one hit. I write a few emails at a time, then just keep adding to the SOS ... over time. HOW-TO write an SOS will come next week. A SOS is the primary channel responsible for turing prospects into customers, and customers into clients for life (repeat customers). This is where the REAL MONEY is at. ==================================== Day 4: Part 2 - Product Launch Sequences for Quick Cash Windfalls ==================================== This component is all about creating a 'Product Launch Sequence' (PLS) around a product promotion. Nothing to do with Jeff Walker's 'Product Launch Formula' tho. PLS's are about promoting a stand alone product, using only email. And it's not hard to create $10,000+ paydays from tiny small email lists over a 2 or 3 day period, from just 2 to 4 hours worth of work. HOW-TO write a PLS will come the week after next. ================================ Day 5: Creating a Hook (Your Leverage Point) ================================ A "hook" is basically an element that you can use as a leverage point. It makes what you're saying, STAND OUT! Without a hook you're just another average schmuck marketer peddling more stuff. Not cool. Not effective. ARM is about being strategic. And creating a hook, and then using it as a leverage point - is strategic thinking. You need a hook ... so find one, or "create one". Best place to look for a hook is typically

either a weakness of a product ... or something amazing. Refer to Day-5 to learn the finer details of achieving this. ================================== Day 6: Open & Nested Loops (How To Build Suspense & Tension) ================================== This is the secret-sauce advanced writing strategy that only NLP gurus, Hollywood series fiction writers, and New York Times Best Sellers know about. You certainly would have never heard about it in the Internet marketing niche. No one talks about this ... because no one knows about this. That simple. Open loops are "elements" of a story that don't tie up in that same email. Think of them as unfinished stories or story elements. It's a somewhat complicated topic. So refer to the Day-6 email lesson - and watch the video of Kevin Hogan. Tomorrow we cover a super-powerful technique for writing SOS's and PLS's... The "Storyboard". Next week we also write a real SOS. ... and you get to play along. :) ===================================== WEEK 1 SURVEY <- your task for today (Please help me by taking 5 minutes to complete this survey. Purty please.) ===================================== http://armurl.com/cxJ . . Thanks in advance. You rock! Be Bold. Make Things Happen.

Andre "cliff notes" Chaperon . . P.S. Next week YOU get to follow along. This is going to be cool. Promise. Remember, I've got your back ... but you need to take the action. It's a two-way street.

Day 8: Understanding Your Audience & Profiling Them

Welcome back... There are three more days (including today) of stuff I need to teach you BEFORE we can get our hands dirty - and write a real 'soap opera' sequence. The three parts I'll be nailing are: PART-1: Understanding Your Audience & Profiling Them (Today) PART-2: Story Structure & Direction (What to write about and what to promote in your SOS) PART-3: Storyboarding (Putting it all together) Today is understanding your audience. The stuff ... the thoughts ... the conversation running through their head. You need to know the "story" that they are telling themselves. This is HELLUVA important. Then there is your "story direction" (day after tomorrow). In other words - "what to write about". Without knowing what your audience wants, you're screwed before you've even started. You're flying blind. You're guessing. And guessing typically leads down the path to failure.

QUICK EXAMPLE (I see a lot of this, even in non-IM niches): "Gurus" blast out three liners to their mega-lists... "Go check this out. It's really cool. Magic-bullet secrets that'll make you rich overnight!" "... or how to lose 23 lbs in 7-weeks flat!" That's it. Whole extent of the email. Hmmm ... and then they wonder WHY they only generate 3 sales from a 30K list. There is a disconnect. These marketers have no real idea what their crowd really want. Or they just don't care. Same result though. Within the next three days you're going to get so far ahead of the curve. Seriously. Lastly we're off to Hollywood to learn about "storyboards" ... This will tie up everything for you - and you'll understand HOW and WHY I do what I do, and how you can do the same. Let's get cracking... Get a coffee ... or Green Tea, or whatever your beverage of choice is. Get comfortable. . . PART 1 Before I can start writing anything I need to perform some undercover work to determine what my audience wants to achieve. Read that last line again. "what my audience wants to achieve..." I can't write a word without FIRST knowing this.

The research will end up forming the framework for my soap opera sequence (SOS). Knowing what to write about all comes down to knowing your niche. And what the people in your niche want to achieve. The end result that they are after. ... the messaging and the hot-buttons that they will respond best to. So here is what you do... ------------------------------------ STEP 1: Answer These Four Questions: ------------------------------------ 1. What is the end result that your ideal *customer* wants to achieve? 2. What are the elements required to get to this end result? The steps. The ROADBLOCKS. 3. What can you give them that will move them closer to that end result? Like one-step closer. (I'll tie 'WHY' up in the next email.) 4. What is their core/biggest fear - or fears, that they have that's preventing them from getting to the end result? You can discover this by visiting sites like these: http://www.boardtracker.com/ http://answers.yahoo.com/ http://omgili.com/ http://blogsearch.google.com/ http://www.samepoint.com/ http://alltop.com/ ... and nosing around. Be the fly on the wall. I've listed a few others here, too: http://armurl.com/OXD (Don't go there now. You'll get your chance later.)

Also search on Google: [topic/niche] +forum [topic/niche] +discussion [topic/niche] +blog If you *already* have an email list, then survey them. Use SurveyMonkey.com or Polldaddy.com. Or just email them and ask them to click the reply button. [ - - - - - - MASSIVE, MASSIVE TIP - - - - - - ] It took me a long time to learn this one. I'm talkin' YEARS. I blame the gurus - because I believed the crap they teach. I believed the lie. Which is... . . Harvest the gold from 10 different niches. 50 niches. 100 niches. Skim the cream off the top. Ever heard that before? What a load of crap! If you want to earn chump change - follow that flawed advice. (There are exception. Always are. But for 99.99% of us - going WIDE and shallow across many niches is a very flawed strategy.) If you want to CRUSH IT and create a 6 or 7 figure online business ... then FOCUS ON ONE NICHE. Or two - max. Eben Pagan built an 8-figure business in the "dating advice" market BEFORE he expanded into business advice and training. Why one (or two) niches?

Simple. In the context of ARM - you just can't write with authority, depth and full understanding unless you LIVE IN THE MARKET. I mean - REALLY understand the pulse of the niche, and your crowd within that niche segment. That can't be done in 10, or 100 different niches. Impossible. IM-POS-IS-BLE... So if you're already in a number of niches... I would suggest that you do yourself a big favor and choose the one that's working the best for you, and the one you ENJOY the most. Forget about ALL THE REST. FOCUS on just that one niche. If you don't yet have a niche. If you're starting from a blank canvas - then find just one niche. Just one. Stick with it. Make it work. This advice right here - is worth ... prob'ly, the difference between failure and success. Or the difference between $10K/month and $500/month in comparison. [ - - - - - - /MASSIVE, MASSIVE TIP - - - - - - ] Anyhoo... Let's say I survey YOU - in the "how to make money niche". Now your own individual responses may not be totally inline with that of the general niche, as a whole... Which is why you always want to interview/survey (or observe if you're a fly on a forum wall) multiple people. Then define your ideal customer profile from that research. (More on this in a sec.)

So here's an example that may help give you some perspective: [ - - - - - - - - - EXAMPLE - - - - - - - - - ] ANDRE: What is the end result that you want to achieve? YOU: To make more money. ANDRE: No no! I need you to be more specific. Tell me "specifically" what end result you want to get to. Is there a number? YOU: Gotcha. I want to earn $10,000 per month. And I want the freedom that this will allow me. ANDRE: Brilliant. That's better. But can you perhaps be just a little more specific? Is there a timeline you'd like to achieve the $10K/month in? YOU: Ah yes. Within the next 6 months. ANDRE: OK. Perfect. Now we're getting somewhere. Now tell me. What is your biggest fear in attaining this goal? YOU: That I will never get there. I've been hammering away at this marketing stuff for 18 months now. I'm not tech-savvy and I battle to build webpages. I feel as if I'm getting nowhere. My ability to create converting offers and getting traffic is holding me back. . . Here's another example. This time in the weight loss niche: ANDRE: What is the end result that you want to achieve? YOU: I want to lose 20 lbs. I'm getting married in 3 months time. I want to slim down for the big day. ANDRE: Why do you want to slim down - what will that mean to you? YOU: I want to look amazing on my day - those photos are forever you know!

ANDRE: Superb. Now tell me. What is your biggest fear about losing the 20 lbs? YOU: I'm not sure I can do it in the time. What with all the stress of organizing a wedding. I always eat badly when I'm stresses out. ANDRE: Gotcha! [ - - - - - - - - - /EXAMPLE - - - - - - - - - ] I've drawn out each example for the sake of illustration. So you get what I'm trying to demonstrate to you. All this research you've done above is what you use to now create "personas" that represent your target audience - as a whole. ----------------------------------------- STEP 2: Create Your Ideal Customer Avatar "Put YOURSELF in THEIR shoes..." ----------------------------------------- (Avatar = Persona = "Visitor Profile") There is absolutely no way you can effectively connect with your target market segment without first understanding and identifying EXACTLY what they are going through. The stuff ... the thoughts ... the conversation running through their head. You need to know the "story" that they are telling themselves. You need to put yourself in their shoes. You definitely need to understand your visitors' intentions and mindset. This should be done by real research, not just "ivory towers" guesswork. Many (read: most) online marketers fall short at this point. Based on what you uncover in STEP-1, your next step is to create 1 avatar (ideally 3) that represent the most common "issues", "wants", or "needs" of your niche. Seriously. Don't glaze over now. This is helluva important.

Here's a brilliant example of three personas (profiles)... Meet Bob, Allie, and Emily: http://armurl.com/fDu (Wait, wait! Don't go there just yet.) ======================== IMPLEMENTATION TASK ======================== Your task today (and tomorrow) is to create one (1) avatar to represent your audience. Ideally you want at least 3. But I don't want this exercise to hold you back. So create one at least. If you want to get the full benefit from this task - create three (3) of 'em. Here's how... 1. Visit the links in STEP-1. If you're without a niche - this'll help you to find one. If you already have one - this'll help you to discover exactly 'WHAT' they want. Real important. 2. Creating Personas (with Ian Lurie & Rand Fishkin): http://armurl.com/ovQ Watch the video on the page. There are also other resources cited from this page. Visit them if you feel you need to. 3. Read about Bob, Allie, and Emily: http://armurl.com/fDu These are three brilliant examples of personas. So create your personas today and tomorrow. If you want your email messaging to resonate with your crowd - you need to do this. You need to understand what your audience wants. What they respond to.

I know his has been a long lesson, but I couldn't shorten it any more. Tomorrow you'll have a one day reprieve. You'll receive Day-9 the day after tomorrow. Be Bold. Make Things Happen. Andre "personas work" Chaperon

Day 9: Story Structure & Direction

Did you get the persona/avatar task done? I hope so. Give me the benefit of the doubt. Trust me there. I know what I'm talkin' about. I've been doing this stuff for long enough. So if you haven't created at least one persona yet, do it before you continue. You don't wanna see me angry. :) . . STEP 2 Open the attached image now (roadblocks.png). Have it open while you read the rest of this lesson. In the last email I told you that you need to know what your ideal target audience wants to achieve. This is important because it's your job to help your crowd get there. There are four questions for you to answer (based on the research you did). I've created you a 'Soap Opera Sequence Outline' document for you, and I've attached it to this email. You need to print this out. Use it (read: fill it out) whenever you need

to create a SOS. ------------------------------------------- STEP 2: Associate Products with Question #2 ------------------------------------------- Q2 is: What are the roadblocks required to get to this end result? If you know what the end result is that your 'customer avatar wants', then you can easily determine the steps required to get there. The attached image helps demonstrate what you need to do. EXAMPLE: I'm going to use the 'make money' niche in this first example because we can all relate to it. So... The end result is to make more money. To achieve freedom. Ideally within a few short months. But these are just broad end results. There are 'ROADBLOCKS' along the way. What are they? Let's explore this more... To 'make money' they'll need: 1. A website (ideally). 2. An offer + product. 3. Traffic 4. Ability to convert that traffic. That's the obvious "steps" required before they can make any money. But each of these steps can be broken down even further: 1. Website - a. Platform - b. Theme 2. Offer + product - a. Copywriting - b1. Locating a product to promote (affiliate), or

- b2. Product creation. 3. Traffic - a. SEO -- article marketing -- social media -- press releases - b. PAID -- AdWords -- Yahoo! Search Marketing -- Bing -- Facebook Ads -- media buys 4. Conversions - a. keyword level tracking - b. site analytics - c. multivariate-testing (MVT) - d. copywriting - e. persuasion You get the idea, right? . . Same goes for this weight loss example. There are three core steps: 1. Diet 2. Exercise 3. Mind & Motivation But each step can be expanded upon and added to: 1. Diet Plan - a. Calorie Deficit - b. Resting Metabolic Rate - c. Exercise & Lifestyle - d. Foods -- raw foods -- proteins + carbs + fats 2. Exercise Plan - a. Lean Body Mass - b. Weights - c. High Intensity Interval Training (HIIT) 3. Mind & Motivation - a. relationship with food - b. reason WHY - c. empowering tools & techniques With me so far? Now you just need to associate products with

some of these "steps" - which lead to the desired end result. Make sense? Look at the attached image again (roadblocks.png). See ROADBLOCK #1? This becomes the "leverage point" to get people to add themselves to your list. Your squeeze page would start the "story". Your SOS would continue the "story". Remember (see Day-4) ... the primary purpose of a 'soap opera sequence' is NOT to sell. It's to establish a relationship with your crowd. Then to develop that relationship over time. It's your opportunity to use stories to suck them in ... and build trust and rapport with them. Within the context of that, you'll get the opportunity to promote products as solutions to the "roadblocks". It's simple when you look at it like this (broken down, and zoomed out). It's the practical application of "writing" an SOS that gets most people all in a knot. For now ... forget about 'HOW' to write an email sequence. That comes later this week. I've got your back. I'll show you exactly what to do. Anyone CAN do this. Believe me. Back to the 'soap opera sequence'... PRIMARY objective -> build the relationship Secondary objective -> earn money Don't mix these two around. Don't be tempted. I promise, if you do, you'll get poor results, and what results you do get ... won't be long term. I wasn't going to tell you this until later - but I may as well let the cat out the bag.

I have some SOSs and PLSs from OTHER PEOPLE that I'm including later as part of a 'case study' week. The one sequence kicked some serious bootie recently! On day-1 of a launch, it generated 73% of ALL AFFILIATE SALES. ... from a tiny little list of 1300 subscribers. Sorry. I digressed again. :) Back to the 'SOS'... Notice how I EXPANDED the 3 or 4 major roadblocks? * Build a website <- roadblock #1 So here your SOS can start by explaining that building a website really isn't all that hard, ... even for a technophobe. (This starts to build rapport.) Introduce WordPress as a brilliant (and free) solution. And that you're going to explain EXACTLY how they can set it all up. (Here you build credibility and trust.) Of course, the power of a SOS is to put everything within the context of a STORY (a real story, of course). So for the sake of illustration - let's presume at some point you showed your mother how to download WordPress and install it. I know, I know - a bit farfetched ... but 'possible'. :) And you managed to do it on the phone with her. Can you see how that would make a brilliant hook for a "soap opera" story? This warming-up period where you demonstrate value, could span three emails - spaced one email each day (for example). Now that you've earned some trust and credibility, you could introduce a "paid solution". But here's the trick... DON'T shove the paid solution down their freakin' throat like you see all the gurus doing to you all

day long. Believe me - don't do what you see the gurus doing. Think about this now. You've just given them a totally free solution to help them move forward - no strings attached. This is when you "introduce" the paid solution. But you do it 'covertly'... Frame it as an "ENHANCEMENT". Sure - they can build a WordPress blog for free. But they'd be missing out if they didn't get the 'Thesis' premium theme (for example). Remember: you're not selling. [ - - - - - - Peter Drucker - - - - - - ] "... the aim of marketing is to make selling superfluous. The aim of marketing is to know and understand the customer so well that the product or service fits him and sells itself." [ - - - - - - /Peter Drucker - - - - - - ] 'Thesis' will enable them to do this, that, and the next thing. Something that's impossible with a free WordPress theme. (Here you establish yourself as an authority.) See how I'm framing the offer? ======================== IMPLEMENTATION TASK ======================== 1. Print out the 'Soap Opera Sequence Outline'. 2. Fill it out, for your own niche. Tomorrow we're off to Hollywood ... where I'm going to introduce you to 'storyboarding'. And how I've adapted the storyboard technique for email sequence story writing. You'll love this... Be Bold. Make Things Happen.

Andre "enhancement" Chaperon

See: Day 9 - roadblocks.png See: Day 9 – SOS Outline.pdf

Day 10: Storyboarding

Good to see you bright eyed and bushy tailed. :) We're off to Hollywood baby! Sunset Boulevard LA. Tinseltown. http://armurl.com/zeE <- come on, feel this with me! Filmmakers use a technique to build out the structure and sequence of films. Screenwriters or scriptwriters are people in a film crew who write/create the screenplays from which films and television programs are made. They use this technique too. As do fiction writers. This method of creating story structure is called 'storyboarding'. It's very powerful. I've adapted the concept of 'storyboarding' to how I write all of my email sequences. Storyboards are typically VISUAL representations of the story scene - such as a series of illustrations or images displayed in sequence for the purpose of PRE-visualizing. Here's what I mean. Here's what typical storyboards look like: http://armurl.com/pZI <- movie storyboards I don't do that however. Here's what I do: http://armurl.com/mjW <- email storyboard

See. Same idea, but adapted for 'email'. Now granted - I have a large 30" monitor running at a purty high 2560 x 1600 resolution. This allows me to easily fit 7 full-length emails side-by-side across my screen. But smaller screens work fine too. I can fit 4 emails side-by-side on my little 15" laptop screen (1440 x 900). ========================== ARM Storyboard Workflow ========================== For an SOS I create 7 blank plain-text documents. 1.txt, 2.txt, 3.txt ... 6.txt, 7.txt ... and I save them all to a 'Project Files' folder in the 'Dropbox' folder of my computer. [ - - - - - - - - - DROPBOX - - - - - - - - - ] You can get it here for free: http://www.dropbox.com/ It works on Macs and Windows PCs. (And iPods, iPhones and iPads) Download the client app and install it. It'll create a 'Dropbox' folder on your PC. Now. In that folder, create another folder named: 'Project Files' In 'Project Files' create a new folder for each SOS or PLS that you are writing. So for ARM 2.0 (what you're reading now) I have a folder structure that looks something like this: \Dropbox\Project Files\ARM\ARM 2.0\ In 'ARM 2.0' I have plain-text files: 1.txt 2.txt 3.txt . . 35.txt Etc, etc.

(In the case of ARM 2.0, I have 30+ emails in the folder.) The benefit of 'Dropbox' is that it automatically syncs all your files and stuff up to 'the cloud'. Meaning that everything is always (and automatically) backed up. Benefit #2 is that you can access your "Dropbox" from any other PC ... anywhere in the world. Dropbox automatically keeps my Dropbox folder on my main desktop in-sync with my laptop. I can write some emails on my desktop computer... Then open my laptop - and continue writing on there. Nothing for me to do. Dropbox keeps everything in-sync. It's seamless and transparent. Love it! [ - - - - - - - - - /DROPBOX - - - - - - - - - ] I have a Mac, so I use TextEdit. On Windows, use Notepad. I then position the emails across my screen like I have demonstrated in the image, here: http://armurl.com/mjW That's my blank canvas. My starting point. Lemme explain to you WHY I setup my emails in this "storyboard" like fashion. Many times when I write - other than having a rough direction to work to (based on the 'Soap Opera Sequence Outline' doc) the actual "story" has not yet clearly formed in my mind. But magical things start to happen when one just "starts to write". Story ideas form. Ideas are created. Bits here. Pieces there. Having a "blank-canvas" that spans the entire screen, allows me to copy/cut bits ... and then paste them somewhere else (for later). "Viewing" my story across multiple days (emails) allows me to "insert" open loop elements in

strategic places. It allows me to create cliffhangers because I can see the BIG PICTURE in one view. At first I just write. I don't stop to correct spelling or grammatical errors. I just write unbidden. Without constraints. I keep sentences short and punchy. [ - - - - - - - - - LEE CHILD - - - - - - - - - ] If you don't know how to write like this, pick up a copy of 'Persuader' by Lee Child off of Amazon. It's one of the Jack Reacher novels. It's series fiction ... and it's brilliant! The writing style is amazing. The book is almost entirely writing from short punchy sentences. Lee Child breaks all "school taught" English rules of grammar and sentence structure. I love it. [ - - - - - - - - - /LEE CHILD - - - - - - - - - ] Anyhoo... I just "write". If, while I'm writing, an idea pops into my head about a story element - but it doesn't fit in with the thought-string I'm busy with at the mo ... I'll just jot it down, then cut/paste it into one of the other text docs for later. Everything starts off really messy, lemme tell ya. But after a while things will start to take shape. Copy/paste... type type type ... Cut/paste... type type type ... Cut/paste... type type type ... Copy/paste... type type type ... ... Voilà! The first part (chapter) of your SOS. ======================== Email Writing Tips

======================== Here are a few simple tips that should help you write sweet emails... TIP #1: I write the first draft very quickly. DON'T make any edits. Just write. Resist the urge to go back and correct spelling mistakes. Doing this will break your flow. So just write. If you're anything like me - your first draft will look awful. It'll look like a dog's breakfast. But this is normal. Promise. :) TIP #2: Now that you've written your fist "messy" draft - leave it alone for a day. Sleep on it. Come back to it the next day and start to clean it up. You'll find that you'll be able to smoothen out the copy far better when you've not been staring at it for hours. TIP #3: Keep sentences short. Try not use commas. Instead use full-stops. Sentences should be short. Simple English. No fancy intellectual words. (I'm not very intellectual anyway, so I'm safe.) Did you see that? I have 6 full-stops in that previous paragraph. That's what I'm talking about. TIP #4: Keep paragraphs short too. 2-3 lines max. Large blocks of text are intimidating to read. TIP #5: I use a text ruler to help me keep sentence length nice and short. Here's my 45-character text-ruler: [--------------------45---------------------]

Here's my 50-character text-ruler: [----------------------50------------------------] Here's my 55-character text-ruler: [-------------------------55--------------------------] I prefer to use the 45-character ruler though. ======================== IMPLEMENTATION TASK ======================== 1. Read this: Five Grammatical Errors that Make You Look Dumb (Copyblogger): http://armurl.com/zPb 2. If you need a bit more insight into the world of storyboarding - then watch this: YouTube video (4m:43s): http://armurl.com/ofa Be Bold. Make Things Happen. Andre "screw the English teacher" Chaperon

Day 11: AWeber Rocks!

We're about to start the writing process. So now is a good time to get all hooked up and pimped out with the best 'value' autoresponder on the market. [ - - - - - - - - - NOTE - - - - - - - - - ] If you already have an autoresponder account, you can safely ignore this email. [ - - - - - - - - - /NOTE - - - - - - - - - ] But if you don't - then I HIGHLY recommend that you signup for AWeber. $1 for the first month - then $19/month after that for their baby plan. I've been using AWeber since 2005. It's what I still use today - and I've tested purty much all of 'em... * 1SC * iContact

* MailChimp * GetResponse * ConstantContact * VerticalResponse * Infusionsoft ... you know - just to make sure that I wasn't missing out on something even better. Even used Infusionsoft for 6-months, which clocks in at $199/month for the plain-garden-verity autoresponder service. Not cheap. AWeber is still better, overall - for the things required to implement all the ARM strategies. Best part ... AWeber works perfectly with 'Autoresponder Madness ADVANCED'. Something you'll learn about at the end of this course. Totally ninja. Get AWeber - it's the best out there for what us 'ARM Warriors' need to do. Get AWeber here: http://armurl.com/aweber Yup. That's my all-singing-and-all-dancing affiliate link. If you're going to signup for the $1 trial, I would be super-duper grateful if you used my link. Be Bold. Make Things Happen. Andre "AWeber seriously Rocks!" Chaperon

Day 12: Soap Opera Sequence (Episode 1)

Here's how this is going to go down. You should write an SOS, for your own niche, as you follow along here with me. To even the playing-field, I've purposely chosen a niche: * that I don't know. * where I don't know the "language". * that I've never written for before. I never (hardly ever) write under these

circumstances. No need to. I exclusively stick to my core niches. Niches I know REAL WELL. (See Day-8 for the reason 'WHY' I do this, and why I suggest you follow-suite.) In this example I wanted to demonstrate how it's possible to write an SOS even in a completely foreign niche. ... and that it doesn't need to be perfect, to be "good enough". What I've written is far from perfect. Like I said - I don't know this market. I don't know the language (niche slang). I don't know the acronyms they use. I chose the "dating niche" (I'll tell you why, later.) 1. I had to research this niche from scratch. Took me approximately 2-hours. 2. Like I said, it's far from perfect. The language I use is no doubt off base some. 3. I promote way more products than I should. But I did this to EXAGGERATE what should be done. Some niches respond to more selling. They expect it. Others less so. So what I've written is somewhere in-between. It's a "story" that spans 5-Episodes. I think you'll learn a lot from this. Lastly - at the end of each "email episode" I'll comment on what I've just written - and why. Lights. Camera. ACTION! ... [ - - - - - - - - Episode 1 - - - - - - - - - ]

SUBJECT: You wanna be a "Rock Star"? Hey man! Welcome to "my world". Most weekends I feel like a freakin' Rock Star. I literally know how it "feels" to be like one. But it wasn't always like this. Hell no. Rewind four months ago and I was ... err ... what HOT GIRLS would consider a "loooooserrrr!". lol They would never bother to even look at me ... and those few times that they did, it was to look down at me. They were on a different level to me. Hell ... a different planet to me. But oh how things have changed! =;0) Let me ask you this... How many "rock stars" have you seen that are ... well ... not that attractive? Kinda goofy looking even? LOTS! But the hot babes go freakin' nuts for them. WHY? Hint: It ain't the looks, man. Four months ago I purchased an information product. It was the catalyst ... the thing that was almost solely responsible for the massive state change to "rock star" like status. That product - Art Of Approaching: [LINK GOES HERE] I can now walk into pretty much any club or bar, and within 2 minutes, I will be talking to the HOTTEST BABE - a 9 or 9.5. Give me another 10 minutes - 15 tops - and I'll have her number & email address. Then I'm onto the next one... Rock-Star like status, man ... I kid you not.

And it all started right HERE: [LINK GOES HERE] Later, Alan "Rock Star" Saunders Btw - there is something I learned in AOA that is so powerful, it's literally like DRUGS for women. Anyone can do it. The result: It elevates your "social level" in their eyes. It's this elevated "level" that gives you rock star like power. Will tell you about this "DRUG" effect shortly. Do yourself a favor - get AOA today. Now. P.S. I've attached that "Flaming Hot Pickup Tips" report that I promised you. Enjoy! [ - - - - - - - - /Episode 1 - - - - - - - - - ] The purpose of this email was simply to set the stage. To establish the character (Alan Saunders) as a normal - even perhaps below average - dude, turned babe magnet. Alan Saunders = an avatar I created to represent an audience in this niche. Someone worth following. Robert Cialdini says in his book, Influence, that people are naturally drawn to people that are similar to them. Similar as in perhaps sharing the same first name or surname ... or coming from the same town/city of birth. In this case - the similarity is that the character used to be just like them... A TOTAL LOSER at dating women. This produces 'positive expectancy' in the mind of the reader. Essentially creating an environment where they can see themselves achieving the result too. Brian Tracy says positive expectancy creates enthusiasm and the motivation to take action.

Perfect. Now although I mentioned the amazing product that was responsible for turning things around for Alan Saunders ... the goal was really not to sell anything in this email. The link was in there for the guys that wanted to "pull the trigger" right there and then. Most people need a bit more foreplay ... to be cajoled a bit more first. The email also ends with a "cliffhanger". (The first open loop.) How many episodes of Lost or 24 or your favorite day-time soapy have you seen end with no cliffhanger? None. Doesn't happen. Not ever. Always try to end with a cliffhanger so that your subscriber will be waiting and eagerly anticipating the next email (episode) installment. Be Bold. Make Things Happen. Andre "Alan Saunders" Chaperon

Day 13: Soap Opera Sequence (Episode 2)

Back to the crazy life of Alan Saunders... [ - - - - - - - - Episode 2 - - - - - - - - - ] SUBJECT: So powerful, it's DRUGS for women! Women love to laugh. Done right, it's like freakin' drugs to them. But done wrong - like most guys do - and you're screwed man! You'll come across like a weirdo. Not cool. Remember - you want the rock-star effect - not the "weirdo" effect. A few weeks back - [!date ss-37] - it was a [!date dayname-37]

I believe. I was in L.A. and met up with a dude known as David DeAngelo. The guy is a legend in the dating world. We got talking and David told me about something he refers to as "COCKY COMEDY". Basically ... it's a balance of being "COCKY" and "FUNNY" at the same time. It's this combination that's like drugs to women. You achieve an elevated status in their eyes by demonstrating higher value ... which generates ATTENTION. Once you have their attention, you control the frame. So how do you do cocky comedy? Well. After talking to David, and learning this new "combination", I did some searching around. I found this: [LINK GOES HERE] The combination of the jokes in that book, and the stuff you learn in 'Art Of Approaching'... [LINK GOES HERE] ... will have 9 and 9.9s eating out of your hand. Rock On! Alan S P.S. Last night I hit a new bar that has just opened here in La Jolla, San Diego CA. I went to "test out" something. I mean, this shit is something else. Nothing to do with what you'll read in any "pickup" book. The results were nuts. I think it was a fluke. I need to test this stuff out a bit more before I can tell ya much more. For the record - see attached the two SHB's I landed. Sam & Angela - smile for the camera ladies :-) (SEE ATTACHED IMAGE)

[ - - - - - - - - /Episode 2 - - - - - - - - - ] There are a few levels of influence happening in this email. Firstly, it starts off with closing the loop that was opened at the end of Episode-1. Instant gratification. It relieves that bit of tension and suspense ... for now. Next, it creates a social link (an association) between the the character, Alan Saunders, and David DeAngelo. Anyone who's been in the dating niche for any period of time will know that David DeAngelo is one of the biggest and most respected authorities in the niche. To his audience, Alan Saunders is now elevated in coolness and authority status even more due to the "David DeAngelo" connection. A new "joke" product now gets introduced and endorsed. At the same time the flagship product is also pushed again. The final element in this email is all in the P.S. area. Another open loop is created. This time there is even more "mystery" behind this "story". Scroll up and reread the P.S. area quickly. . . The "Nothing to do with what you'll read in any "pickup book" line sets the stage once again. It's laced with curiosity and mystery. It builds want and desire. The "The results were nuts. I think it was a fluke..." part also heightens the element of mystery. The subscriber is probably thinking ... What the hell is going on here? I gotta find out what he's talkin' about!

Again, the cliffhanger is introduced - "I need to test this stuff out a bit more before I can tell ya any more..." This time this open loop won't get closed in the next email. This is to build even more tension and anticipation. To "condition" the subscribers to keep opening and reading the emails. What I am doing here is demonstrating the potential for higher value. The email ends with proof of the result of "the fluke". Of course, what I'm doing here is "implying" that whatever happened was far from a fluke. The image attached to this email is undeniable proof of that. Those two ladies are pure SHBs. (In the seduction niche a SHB [Super Hot Babe] is the highest ranking a woman can have, in terms of beauty and desirableness.) There is something I like doing that I call the P.S. Method. What I do is create an entire sub-story (like a sub-plot) that gets played out entirely in the P.S. area of the follow-up emails. These sub-stories live and die purely within the P.S. Again - conditioning the subscriber to read the entirety of every email. There is "value" in every email. There is a story playing out ... and it's human-nature to get sucked in. Be Bold. Make Things Happen. Andre "P.S. Method" Chaperon . .

P.S. {grin} You can safely ignore this if you want. It's not part of the ARM course. Sometimes a story just doesn't develop for me. Meaning - it's like pulling freakin' teeth. Worst thing to do is try and force it. Staring at the screen just makes it worse too. I'm no runner. I enjoy it as much as the next non-athlete. But it does help a ton for this. So when stuck - I'll go for a short 2 or 3 mile run. There's something called 'runner's high'. Endorphins in the brain are released. In this state a feeling of well-being occurs. Heightened clarity. Free thinking. Point is - I get my best ideas in this state. Need an idea? ... Or if I'm battling to think with focused thought? I go for a run. It's amazing. In fact it's "so amazing" I've had to resort to running with my iPhone because it has a built-in dictaphone. Nothing worse than getting back to HQ and a large chunk of the endorphin induced ideas have faded to nada. Try it. Seriously. I have a cool "reframing" trick I do. [To be continued...]

Day 14: Weekly Review

Let's recap this week. The cliff notes are... ========================================= Day 8: Understanding Your Audience & Profiling Them ========================================= Before you can write one damn word, you need to know what your audience wants.

Makes sense really. There were four Qs for you to answer to help drill-down to determine the "pulse" of your niche. The "issues", "wants", and/or "needs". Gave you the "MASSIVE TIP" too. Pick one niche - two max ... and hammer deep. Lastly you had to create a 'customer avatar'. A persona - that represented the issues/wants/needs of your crowd. Helluva important creating personas. Give them a name. Like Bob, Allie, and Emily here: http://armurl.com/fDu ========================================= Day 9: Story Structure & Direction ========================================= Expand the 'ROADBLOCKS' you identified in Q2... "What are the roadblocks required to get to this end result?" (See roadblocks.png attached to that lesson.) Once expanded - use the 'Soap Opera Sequence Outline' document to associate affiliate products with roadblock solutions. With this down, and your hook in mind, outline a rough story to build your SOS around. ========================================= Day 10: Storyboarding ========================================= I've adapted the classic movie storyboard for email story writing. I call it the 'email storyboard'. Use the free 'Dropbox' service to keep your data in-sync and safely backed up. Open up 4 to 7 blank plain-text documents, and 'storyboard' them across your entire

screen... Just like this: http://armurl.com/mjW With a rough story in mind, start typing. Just write. Write quickly. Resist the urge to go back and correct spelling mistakes. Doing this will break your flow. Just write. The story will develop in your mind. It'll become clearer. There is real magic in "just writing". Let your rough draft "sit" for a day. The next day - with fresh eyes, continue. ========================================= Day 11: AWeber Rocks! ========================================= If you already have an autoresponder service that you are subscribed to - great. If you don't - then I HIGHLY recommend that you signup for AWeber. $1 for the first month - then $19/month after that for their baby plan. I've been using AWeber since 2005. It's what I still use today - and I've tested pretty much all of 'em. Best part ... AWeber works perfectly with 'Autoresponder Madness Advanced'. Something you'll learn about at the end of this course. Totally ninja. Get AWeber here: http://armurl.com/aweber

That's my affiliate link. Use it for a serious dose of 'Good Karma'. :) ========================================= Day 12: Soap Opera Sequence (Episode 1) ========================================= This is where I start to write a real 'Soap Opera Sequence' in a niche I know nothing about. Enter -> Alan "Rock Star" Saunders ========================================= Day 13: Soap Opera Sequence (Episode 2) ========================================= P.S. Method is introduced. Day 12+13 really need to be reread to understand the how and why of SOS writing. ======================== IMPLEMENTATION TASK ======================== Week-2 Survey (purty please!) http://armurl.com/FZM Be Bold. Make Things Happen. Andre "cliff notes" Chaperon

Day 15: Soap Opera Sequence (Episode 3)

Here's Episode 3 of 5 of the adventures of Alan "Rock Star" Saunders. [ - - - - - - - - Episode 3 - - - - - - - - - ] SUBJECT: Try this. It's fun. Works great! Online dating sites are a blast. Now don't get me wrong - hitting the clubs and bars - to pickup hot babes is cool. And when you are good at it - it rocks! But "online dating" adds another dimension to pickup. FACT: Most HBs on online dating sites AREN'T looking for a heavy long-term relationship. No.

Like you, most women just wanna have fun. Meet guys. Have drinks. Make out. Get laid. You know - like Samantha from Sex and the City. It's about having fun. And online dating sites are the PERFECT platform for doing that. Some tips to get the most out of dating sites... You want an avatar that "stands out". Hats work well. But not just a normal baseball cap. Mystery & Neil Strauss call these "peacock items". See the attached image I use for my profile on Friend Finder. Don't laugh. lol. It works man! :-) But if you don't want to wear a freaky looking hat, make sure you "look like a million dollars". Man, I see it so often. People put up pics on dating sites and they look like crap. Seriously dude. Let me give you a massive tip. Make the effort to get a decent picture. What do I mean by decent? You know... Brush your hair. Or gel it into a funky style. Whatever is your "pickup" look. Look smart. Look cool. Stand out. Dirty looking, scruffy, or sweaty is a surefire way to repel all the hotties on these dating sites. If you want to pull a fat bird, look "normal". If you want to pull an 8 or 9, look smart, but "different". Normal is boring. Different is cool. Hence why the "peacock" hat works so well.

It's the first thing a girl that I meet online, talks to me about when we meet up. Now. I cover this and a ton more in my "Online Pickup Artist" report that I wrote for my "inner-circle" members. So tell you what... If you grab a copy of "Art Of Approaching", I'll give you a copy of this exclusive report - for free. Just forward me your receipt as proof of purchase. Get 'Art Of Approaching', here: [LINK GOES HERE] Forward your receipt to: alan@[DOMAIN].com Talk soon, Alan S P.S. Here are two "quality" dating sites I highly recommend: Great for 18 to 35s: [LINK GOES HERE]/FriendFinder Excellent for over 35s: [LINK GOES HERE]/MatchMaker I pickup hotties from both of them all the time. It's serious fun man. Definitely try it out. [ - - - - - - - - /Episode 3 - - - - - - - - - ] This email was largely about giving away good solid content. Or more accurately, a promotion "wrapped up" as good solid content. ;-) (Notice how this email doesn't look or smell like a typical "IM-Niche" promotion.) What I wanted to do was promote some online dating sites... So I thought a good way to achieve this result was to approach it from a different angle entirely. You see ... this is why the 'Soap Opera Method' is so powerful. Why it works so devastatingly well.

Every email is within the "context" of one big "story". Are you starting to get it yet? Each new email installment is like a new episode. There is a connection to previous emails (context) ... and there are connections to future emails/events (open loops). Missing an email in the series would have a similar effect as missing an episode of Lost/24. [ - - - - - - - - SIDE NOTE - - - - - - - - - ] I get people emailing me all the time. It's a pain some times because it happens a lot. But it proves how wickedly effective this is. They email me and ask me to re-send an email they missed. Typically the missing email ended up in their spam folder for whatever reason. But the point is that they are waiting, expecting ... anticipating, these emails. So much so that when one gets "lost" they freak out! Tell me ... how many marketers have you emailed to request a resend of a missed email? None? Thought so :) And that's the point I've been trying to make throughout this coaching so far. You're up against lazy marketers that don't know any of this stuff. Autoresponder Madness is about changing the dynamics of how you approach marketing. To condition people to want to hear from you. This is not about forcing people to opt-in to your funnel ... and then bombarding them with shit. [ - - - - - - - - /SIDE NOTE - - - - - - - - - ] Anyhoo... The story telling creates context.

It sets up the frame for you to then wrap promotions around, while all the time providing value. Which is exactly what I did for Friend Finder & Match Maker. I told a mini-story (an episode) that gave real value that they could use, and benefit from. No strings. So email (episode) #3 starts off by setting the frame... That online dating sites are a blast. That picking up hot babes on these online sites simply adds another dimension to "pick up". That most of the girls on these sites aren't actually looking for relationships. They just wanna have fun. I provide a different perspective to dating sites. Then ... as the email comes to an end, from left-field I introduce an exclusive "bonus offer" ... an incentive. [ - - - - - - - - SIDE NOTE - - - - - - - - - ] I'm going to do a whole bonus section on BONUSES. Most people I talk to just have no clue how powerful these are. They see it as "extra work" that they just aren't willing to do. BIG MISTAKE. More about this later... [ - - - - - - - - /SIDE NOTE - - - - - - - - - ] Something only normally available to special inner-circle members (instantly making the bonus offer more VALUABLE). The lead in was totally under the radar. The actual online dating "promotion" is way down in the P.S. area. Again ... conditioning the readers to always look down in the P.S. area ... where I'm constantly building suspense and value. I put the online dating sites into two categories.

Best for 18 to 35s ... and best for over 35s. Again, approaching the promotion from a different angle and providing extra value in doing so. Be Bold. Make Things Happen. Andre "happily married, dating not required" Chaperon . . P.S. You should pick up 'Predictably Irrational' (by Dan Ariely) off of Amazon. So brilliant! 'The Upside of Irrationality' is his latest book. I've not read it yet. But it's on my bookshelf to get consumed shortly.

Day 16: Soap Opera Sequence (Episode 4)

We're getting near the end of this SOS example. I'll then tell you the results I achieved when I tested it out 'live'. Here's the next installment in the life of our "Rock Star"... [ - - - - - - - - Episode 4 - - - - - - - - - ] SUBJECT: This is awesome! But I was VERY skeptical at first. I was hanging out with a bud of mine, Frank, and he asked me if I had ever tried using "pheromones". I laughed! That shit doesn't work I said. ROFL! Frank said he had read a report on CNN: http://edition.cnn.com/health/9803/11/pheromones/

Interesting. So the challenge was on ... to figure out if this "pheromone" crap works. This was about two weeks ago now. Early tests - as expected - were a freakin' disaster. Of course, I didn't want to skew the tests by doing what I normally do to attract women. I wanted to try to "be normal" again - like I was before I learned all the cool stuff. But I may as well have just sprayed cat urine on myself - because I was repelling every hottie I approached. Then suddenly three days ago I hit gold. Too funny. I think I mentioned it to you briefly in an earlier email. The results were so amazing I thought it was just a fluke. But if you can call Sam & Angela a fluke... [LINK GOES HERE] ... then I'll take flukes all day long. lol So I hit another bar the night after. Same result. I went out last night again. Four numbers, four kisses - and I left with the last girl. Went back to her place. Nuff said. All flukes? I don't think so. You see ... I did something different. But more about that later. Talk soon, Alan S [ - - - - - - - - /Episode 4 - - - - - - - - - ] This email had one goal, and one goal only.

Building massive anticipation! It builds on the loop that was opened way back in email #2 ... but instead of it getting closed to relieve tension for the reader - it gets heightened instead. Nasty. Oh so very nasty! I also linked the idea of "pheromones" to a CNN article ... where I "borrowed" the credibility from a trustworthy source. I want the readers to think: "Hmmm ... so perhaps pheromones do work?" This email is about setting the stage for the next email. Be Bold. Make Things Happen. Andre "reframing" Chaperon . . P.S. At the bottom of Day-13 I hinted to a cool "reframing" trick. I'm no runner. It used to be an effort to convince myself to get off my damn ass and hit the blacktop. A real struggle. That was BEFORE the reframing. Now I can't wait to shoot out the door to do two-laps around 'Bahia de Marbella'. What changed? Remember I spoke about endorphins? The biochemical that is produced by the pituitary gland in the brain. The result of the release of endorphins is responsible for some amazing clarity. IDEAS. REAL GOOD IDEAS. Sometimes ... AMAZING IDEAS.

So here's what changed... I told myself a story. Instead of running for the benefit of fitness (yuk!) ... I now run to get my best ideas. For me that is a far more powerful 'WHY' (reason). As a side effect - I get the health benefits associated with an elevated heart rate. [To be continued...]

Day 17: Soap Opera Sequence (Episode 5)

This is the final day of the SOS example. I've done something in this email episode that's AMAZINGLY POWERFUL ... and can be applied to any niche. See if you can pick it up. I'll reveal what it is at the end. [ - - - - - - - - Episode 5 - - - - - - - - - ] SUBJECT: Pheromone Cocktail (awesome stuff!)... Let's be honest - none of us really believe that "pheromones" work. Seriously. They're crap. And I believe(d) it. But Frank. No! The dude was convinced there was more to the freakin' "pheromone" stuff. And I'm always up for a challenge. I TESTED this shit out for over two weeks. Dude ... I was hitting clubs and bars every night, non-stop. No lie. ... with this "pheromone cat's urine" stuff sprayed all over my body. One night - and this was TOTALLY BY FLUKE - I sprayed two types of "pheromones" on myself. When I say I was testing this "pheromone"

stuff - I wasn't kidding. I had at least six different brands on hand. Cost me a freakin' fortune too. Anyway... I totally forgot I had used "Product A" on myself ... so just before I shot out the door, I blasted a dose of "what I thought" was more Product A on me. Wrong! I later found out I had sprayed "Product B" onto myself. But GOD ... was that a night to remember! No kidding. As you know, Sam & Angela were the first conquest. A couple of SHBs... [LINK GOES HERE] Nice. I know. But that was just the beginning. The beginning of the "Pheromone Cocktail" (TM). :-) So then I flicked the switch and went back to being "like a rock star" again... IN CONJUNCTION with the "Pheromone Cocktail" (TM) ... it was 'Game Over' for them. Like lambs to the slaughter! No lies. No B.S. And the "Pheromone Cocktail" ... the secret MIX... It's just too damn "special" to put out there for everyone. This needs to be restricted. Serious players only. So... If you're really serious about becoming a "pickup artist" then this is what you need to do. Get this new video series: [LINK GOES HERE] It's awesome and complements the "Art of Approaching" book

that I've been bleating on about for the past week. Attracting the girl is one thing, but actually talking to her, making her laugh, smile and getting her number or taking her home requires some info that is more than I can demonstrate to you in an email. So. Get it, watch it, then email me your receipt to: alan@[DOMAIN].com I will then GIVE you my report on the "Cocktail" I've discovered to attract these babes. No butt uglies, I'm talking 8s or above! So do it now as I'm only gonna do this for 20 guys. If you make it, you must swear that you're not gonna tell anyone else - ever. Just 20 guys! After that, that's it. No more - NADA. Rock On! Alan S P.S. Don't forget to email dude. Get the video series then shoot me your receipt along with a short note saying you're "NOT gonna share my report - EVER". [ - - - - - - - - /Episode 5 - - - - - - - - - ] So ... did you pick it up? . . Here's a clue... The Pheromone Cocktail. :-) Anything yet? Think about it for a bit more. Anyhoo... The subject line worked well. (remember: I ran this 'live') It connected with the previous email. Continued the story. I then build some more anticipation.

I threw in some proof elements. That Alan Saunders had tested this stuff out like a madman. It didn't only work ... it worked like GANGBUSTERS! Then after all that anticipation had built up to a climax ... I hit them with a scarcity play. This also added to the credibility of the offer. I mean, if this cocktail was really that good, why would Alan just tell everyone about it, right? That prob'ly wouldn't happen. So I added the scarcity element ... with some urgency thrown in for good measure. "Only 20 copies available - and it's on a first come, first served, basis." This secret "Pheromone Cocktail" (TM) report was now being positioned as being very exclusive. A MUST HAVE. Perception is everything in marketing. Meaning, a person's perception (their world view) is their reality. You can typically influence this perception by controlling the frame. To spice up the story even more - and add even more credibility - I stated that the 20 guys would have to "swear to secrecy". They could never talk about this. Never tell anyone else. Kinda like what some marketers do in the "IM niche" where they make coaching clients sign an NDA. Same idea here. It ads weight to the offer. Makes it more valuable. Of course, the final element here was a "qualification process". Great way to pre-qualify the audience. To qualify to get the report, the reader would need to purchase a video product on pick up. But again ... this product promotion wasn't just in isolation. It was highly related to the core/flagship product being promoted. I had already built context.

All the products that I was promoting within this soap opera sequence were all highly related. There were no overlaps. A subscriber could quite easily purchase EVERYTHING that I recommended. I'll save the results story about this SOS for the next email lesson. I'll also address some questions about this SOS, and you'll get to see the actual 'storyboard'. Be Bold. Make Things Happen. Andre "cocktail is the clue" Chaperon

Day 18: Soap Opera Sequence Summary

It took me about 4 or 5 hours to write this soap opera sequence of five emails, including the research. (I knew zero about this niche prior to starting.) Like I said earlier, I made all of this up. None of it is true. Although I did consider asking the wife if she wouldn't mind if I went out and ran a few real-world field tests. You know, like movie actors do to get "into character" for a new movie. But I don't think her response would have been that pleasant. LOL! So I make everything up. Safest bet for my health and wellbeing. :) Anyhoo... Here's the backstory 'WHY' I chose this niche to write an SOS for. At the time a friend of mine was testing a new niche. The 'pick up' niche. He was driving Google AdWords search traffic at 50 odd cents per click, to a landing page where he had written a presell.

He was making no sales. Nothing. Just burning through cash. So I suggested I create an Autoresponder Madness funnel for him. Just as a test, you know. So I wrote what you've just read. But because the SOS was all "fiction", I told him - no matter what happens - that he would need to delete the sequence after the initial test. He agreed. [ - - - - - - - - DISCLAIMER - - - - - - - - - ] I never recommend you lie or tell untrue stories to try to influence people to buy stuff. That's not cool. Not how I do things. And it's not what you should do either. In this case my friend simply wanted a proof of concept to see if this could turn around his campaign. It did. He made the call to "stretch the truth" a little as part of this controlled test. But I don't recommend you ever do this for a live ongoing campaign ... ever. I decided to include this soap opera email sequence here because it does a great job of demonstrating what I'm trying to teach you. Just know ... as a marketer, where to draw the line when you're wielding your newfound power of influence. I only did this to help illustrate how a soap opera sequence can be written... And by exaggerating the story it was just easier to teach this to you. What I'm exposing and teaching you here is so, very powerful! Use this power ethically.

Please don't do something that you wouldn't want done to yourself. [ - - - - - - - - /DISCLAIMER - - - - - - - - - ] The results... His test went from losing money, to generating over a 300% ROI. It was producing $3.11 for every $1 that was put in. That's what I call a "Money-Making-Factory". It's as close as you can get to your own ATM machine. After the test he deleted the sequence. He was doing a case study for some of his students and this was only suppose to show an SOS in action. [ - - - - - - - - - - TIP - - - - - - - - - - - ] There is no value in writing 20 emails if you FIRST haven't proven that what you have written, resonates with your crowd - and can generate sales. You need to prove this first ... and you can, by creating 5 or 6 initial "test the water" emails. Once you've proven that the system is working, simply add more and more emails to the follow-up sequence on a consistent basis - over time. Always remember to "continue the story" that you have already started. [ - - - - - - - - - - /TIP - - - - - - - - - - - ] ============================ Storyboard ============================ I've attached the actual email storyboard to this email. I've added color so that you can visualize where the connects, relationships and open loops start, and end. Cool, huh? :) ============================ Some Observations ============================

Earlier I said this... Remember (see Day-4) ... the primary purpose of a 'soap opera sequence' is NOT to sell. It's to establish a relationship with your crowd. Then to develop that relationship over time. It's your opportunity to use stories to suck them in ... and build trust and rapport with them. Within the context of that, you'll get the opportunity to promote products as solutions to the "roadblocks". I said this in Day-9. Now you may have noticed that I took the "opportunity to promote products as solutions" in this SOS, a bit to the EXTREME. The reason was to establish some contrast. Show you the extreme side of the coin ... and then the other side. Tomorrow I'll be giving you a short report of a more "low-key" example of an SOS. ... together this will give you contrast. Another thing you should keep in mind with the various examples I'm giving you - is that people in different niches have different EXPECTATIONS. Meaning ... that different niches (or niche-segments) WILL respond differently (better or worse) with a certain promotional style of writing (storytelling). Which is 'WHY' you need to know your niche and audience super-well. (Remember the Day-8 tip!) In my experience ... in every niche, there is a crowd that will respond (better or worse) to either side of the coin. It's your job to match the expectations of your specific target audience - with the story and promotional "hardness" you deliver to them. Starting to make sense? More goodness tomorrow... Be Bold. Make Things Happen. Andre Chaperon

. . P.S. And yes, the 'implementation tasks' will resume again.

See: Day 18 - sos-aoa_storyboard.png

Day 19: Soap Opera Sequence Contrast

Over the last week you've read about Alan "Rock Star" Saunders. On a scale of 1 to 10 ... 10 being the most hardcore, that was a 9. Now I want to show you a 1. This will give you contrast. Every niche ... and every sub-niche, will respond differently based on their expectations - and your ability to resonate with them. Getting "under the skin" of your niche is your job - and this is WHY it's so important to have your finger on the pulse of your audience. If you are unsure of how "aggressive" to write your SOS (on the 1-10 scale), my advice would be to write at level-1 or 2. I've attached a Level-1 to this email for you. It's the first section of the SOS I'm writing for AffiliateBully.com. I've not finished it yet ... but it'll give you a good idea of how to write a level-1 SOS. ======================== IMPLEMENTATION TASK ======================== Read the attached SOS. It's four emails long. You've got two days to read it. You'll get Day-20 on Saturday. Be Bold. Make Things Happen. Andre "Product Launch Sequences are next" Chaperon

See: Day 19 - AB-SOS.pdf

Day 20: Weekly Review

I've brought the 'Weekly Review' one day ahead, because I want to start the next section of ARM at the beginning of a new training week. Tomorrow we start 'Product Launch Sequences' (PLSs for short). ========================================= Day 15: Soap Opera Sequence (Episode 3) ========================================= The "story" of Alan Saunders continues, and the plot thickens. Here you see a promo covertly unfold. I show you how it's possible to turn a "promo" on its head - by wrapping it up as VALUABLE content. FriendFinder & MatchMaker get offered as solutions to a "fun game". Something the readers prob'ly would never have thought of before themselves. Because of the dynamics shift - I show you how to create a promo that doesn't look or smell like one. ========================================= Day 16: Soap Opera Sequence (Episode 4) ========================================= The only reason for this Alan Saunders email is to building massive anticipation. This works great! This email is the climax part :) It drives readers crazy! An evil tweak to this (which I've not mentioned before) is this: * set the stage * story builds to a crescendo * story reaches a climax * [nothing ... oops!] * orgasm email Lemme translate the above workflow...

'Set the Stage' - This refers to the first few emails of a SOS. It establishes the scene. It sets the stage. 'Story Builds to a Crescendo' - This is the next phase of the SOS. Where anticipation is developed. 'Story Reaches a Climax' - This would be 'Episode 4' of the Alan Saunders saga (as an example). The "Pheromone Cocktail" secret is about to be released. Sam & Angela have ALREADY been shown as undeniable proof. The email ended with... "But more about that later." That's fine. Works great. But there is an evil tweak that can be "inserted" for even greater effect. End the "climax" email with a definitive declaration that tomorrow is "the big day". Something like this... "Tomorrow I'll show you how to get XYZ. Because XYZ is so powerful - I'm limiting it to XX people only. Be waiting tomorrow. Same time, same place." So now all the anticipation is FOCUSED on that one day. The NEXT day. 'Nothing ... Oops!' - Well ... the next day you DON'T send out an email. This email gets scheduled to go out TWO DAYS after the previous one. Not one day. WARNING: Expect your subscribers that are at that point in the story - to email you! (Ignore the emails. Trust me on this.) Now when the email finally does go out (one day "late") ... its effect is multiplied! Start the email with a brief apology. That you had some tech issues or something. If you've read 'Influence' then you'll know that ANY reason will do. 'Orgasm Email' - Believe me - the "orgasm effect" will be more powerful when doing this

"evil tweak". Don't overuse it though. You don't want to give the game away by becoming too predictable. ========================================= Day 17: Soap Opera Sequence (Episode 5) ========================================= The 'Pheromone Cocktail' finally gets offered. (minus the 'evil tweak') I also hinted that there was something more behind the use of the "cocktail" combo. I said - "cocktail is the clue". I've also just given you another clue. "Combo". I could (should) let the suspense grow even more - but I won't :) Cocktail - "a mixture of substances or factors, esp. when dangerous or unpleasant in its effects" Combo - "the act or an instance of combining; the process of being combined." Basically - in this context, it's mixing A + B to get C ... C being the 'new' SUPER-PRODUCT! With me so far? In the story of Alan Saunders, the "super-cocktail" was the result of mixing two pheromones. Yes. The story was all made up for the benefit of teaching you how an SOS is constructed. But the point is - the 'Pheromone Cocktail' resonated with this audience and worked. They WANTED it. Peter Spaepen was the #1 affiliate for ARM 2.0 by a country mile - even with a list the fraction of the size of affiliate #2. And yes - if you read the Affiliate Bully SOS I attached in the previous email - Peter was 'Barack' ... and affiliate #2 was 'John'. Two reasons WHY Peter cleaned up: 1. He wrote a PLS. (this section starts tomorrow)

2. He introduced a "cocktail" or "combo". Autoresponder Madness + NanoList ARM + NL = THE PERFECT PRODUCT Remember Day-5, 'Creating a Hook'? That's what Peter did. He found the missing element of ARM. Because ARM doesn't address list building - that became the perfect "add-on". But Peter took it a step further. Whenever he refereed to ARM ... he referred to it as ARM + NL. You need one with the other. They are made for each other. If ARM is Samson, NL is Delilah. If ARM is Beavis, NL is Butthead. If ARM is peanut butter, NL is jelly. See how powerful that frame is? BTW - You'll get to see Peter's whole launch sequence a bit later. I'll also reveal the results he achieved, so you can see what's possible. And yes - you'll get a chance to purchase a copy of NanoList if you don't yet know how to build small super-targeted email lists. ========================================= Day 18: Soap Opera Sequence Summary ========================================= Took me around 4 or 5 hours to write the Alan Saunders SOS - including research. Because it was all made up, I could write really fast. Typically (and this may shock you) I can spend anywhere from 1 to 5 hours writing ONE SOS EMAIL. One email - one whole day's work. It happens ... often.

Here's the next thing you need to come to terms with - and wrap your head around. SOS & PLS EMAILS ARE AN ASSET! I'm happy to spend 3 hours writing ONE EMAIL because I know that that one email is part of a system that'll earn me money for a LONG time. It's an asset. It's TIME well spent. It's how I spend most of my time... Writing VALUABLE content. Whether it's emails or website content - killer content is priceless. Remember that. BTW - read the 'disclaimer' in Day-18. It's important - don't ever violate that. ARM is about ethical marketing. ========================================= Day 19: Soap Opera Sequence Contrast ========================================= On a scale of 1 to 10 ... 10 is the most aggressive - 1 is the least aggressive. Day-12 to Day-17 demonstrated a Level-9 SOS in action. Next I needed to give you some contrast. On Day-19 I attached the first chapter of my new Affiliate Bully SOS. It's a Level-1 ... all trust and relationship building. No selling at all. Day-4 ended with a soft promo for ARM. In the context of this SOS, the soft promo for ARM 2.0 is part of demonstrating value and establishing myself as a trusted adviser. It "works". It "makes sense" to be there. A promotion is seen as a "promotion" if it's delivered in total isolation or out of context. SOSs work so well because everything is

delivered within a story - and promos within it are seen as being a logical part of getting through the roadblocks ... and moving closer to the desired end result. ======================== IMPLEMENTATION TASK ======================== Week-3 SOS Survey: http://armurl.com/SwJ Only three Qs this week. Nice and short. If you still have any Qs about writing a SOS, then take the survey and lemme know. Be Bold. Make Things Happen. Andre "make every email valuable" Chaperon . . P.S. Notice that even these 'Weekly Review' emails are valuable. Meaning - there is stuff in them that doesn't exist anywhere else in the course. There's a lesson in that for you.

Day 21: Preface to Product Launch Sequences

(Open the attached image now.) I'll explain how points 5 + 6 work a bit later. Just have it open as a frame of reference for now. . . Where an SOS is primarily to build a relationship with your subscribers... Product Launch Sequences (PLSs for short) promote products. This can be any product. It doesn't need to be part of a big guru launch. Truth is - outside of the "IM niche" big

guru product launches are less common. Meaning that people in these non-IM niches typically have never been exposed to product launches. PLSs are about telling a short story, that demonstrates value ... and within the context of that - promotes a single product. In other words, a promotion that has a beginning and an end. Promoting a single product is where I see almost everyone screw up in terms of achieving maximum leverage. I see guru super-affiliates do this all the time. But it works for them, I guess. They'll hammer their list of 50K+ subscribers during a guru product launch. The result is that they sell 200 copies of a $97 product. Meaning that they'd earn $10K for sending out a few emails. But the difference is that I achieve the same results (and many times way better) from lists 10-30x smaller then theirs. (And I don't BURN my subscribers in the process.) I'll promote to a list of 600 and generate 250 sales. Or promote to a list of 2400 and generate 600 sales ... in one day. Plus I do some sneaky list segmentation along the way. They don't. Each time I segment my list, I get to know EXACTLY what kind of product my customer wants. And then I get to deliver to them more of that, over time. The lazy super-affiliate gurus can't do this. Whenever a subscriber (prospect or customer) purchases a product from me, whether that is an affiliate product or a product I own, they get segmented... Put on a buyer's sub-list. Essentially they get "labeled" or "tagged" as a person that has

purchased Product X. The next time I have another "similar" product to promote, I don't have to hit my entire list (or lists)... I simply broadcast out to the segments of customers that I ALREADY know are interested. This means that the offer is always 100% relevant to them. Make sense? I don't send "SEO" stuff to people that are only interested in paid traffic. And vise versa. Some people are into both. So I send them both. This is exactly why a guru with a 50K or even a 100K list can only generate a few hundred sales, at most, for any one promotion. Their offer is only relevant to a very small segment of their whole monster list. Meaning that everyone else also gets the product promotion shoved down their inbox throat even though they aren't interested in it. The results - over time, is a list that gets less and less responsive. A TOTAL WASTE! . . [ - - - - - SUPER LEVERAGE TIP - - - - - - ] The way in which a PLS gets plugged into an SOS is VERY strategic. Telling you this super-leverage-tip now will prob'ly only confuse you. So in a few days - once you know more about the in's and out's of dispensing a PLS, I'll give you the super-leverage-tip. This will tie everything together nicely for you. You'll finally get to see and understand how

the whole Autoresponder Madness system works. [ - - - - - SUPER LEVERAGE TIP - - - - - - ] . . ======================== IMPLEMENTATION TASK ======================== Get ready to write your OWN PLS. Look back at all the products you've purchased over the past year. Which one was the best? Perhaps write a PLS on that. If nothing else, just as a test. This doesn't need to be something you'll actually run with live. When it comes to WRITING, the more you do it the better you become at it. Simple. Actually ... I have a better idea! :) Why not write a PLS for ARM 2.0? Truth is - I'll be opening up and allowing CUSTOMERS of ARM (that's you) to promote it once you've finished the course. No non-ARM customers can promote ARM. For now, promoting ARM will be exclusively reserved for ARM customers. WHAT you chose to promote is up to you. Just chose something. Do that now. Today. Decide on a product. Tomorrow I'll introduce you to the 'List Segmentation Secrets'. Be Bold. Make Things Happen. Andre "always over-deliver" Chaperon .

. P.S. We're on week-3 now. Teaching you about PLSs will consume all of this week. I sold you on ARM 2.0 as a 4-Week course, right? Meaning - 28 days of email lessons (roughly). Meaning that this week, should be the last. It's not. I lied. Here's another lesson for ya... Always try and over-deliver with everything you do. I've sold you on 4-weeks. Your expectation is to get 4-weeks from me, right? Any less - and you'll be a bit let down. Even if the content is amazing. It's just the way "expectations" works. But what if I lowballed you from the start? :) What if I already had a 6-week course to sell you - but I told you that it was 4-weeks? So you're "expecting" 4-weeks - but at the end of the day you get 6-weeks. This is one way to over-deliver. By EXCEEDING your expectations. The expectations that I actually "controlled" :) Under-promise and Over-deliver. There's a few lessons in this for you, if you just open your eyes. After this section of PLSs - I've created an entire bonus week. It deals with the stuff that allows me to do what I do - in the most efficient way. * productivity. * self-mastery * habits & rituals * .. and some other stuff

That's Week-5. Then in Week-6 you'll get to be exposed to Autoresponder Madness ADVANCED. Maybe ... we'll see. And maybe, just maybe ... there's a bit more too.

See: Day 21 - arm-system.pdf

Day 22: List Segmentation Secrets

Segmenting your list is prob'ly the most powerful thing you can do with email marketing. FACT: Not all subscribers are created equal. There are two distinctive groups: 1. Hyper-Responsive's 2. Non-Responsive's ... and then there's everything in-between. Hyper-Responsive's buy everything. Non-Responsive's buy nothing (but down the line, may do). By categorizing subscribers based on what they buy, you get the ability to specifically target these groups of RESPONSIVE buyers. Open the attached PDF. Don't freak out on me, OK? So lemme translate the diagram for you now... The top line represents your main SOS. Each dot or node represents a follow-up email in your 'Soap Opera Sequence'. With me so far? Now see (A) and (B) on the SOS line? That represents a product you are promoting within your SOS storyline. Product A, Product B, etc... Now here's where things get interesting...

Ideally - people that purchase Product A from you should be put onto a sub-list, representing Product A. People that purchase Product B, go onto a sub-list, representing Product B. And so on and so on. (We'll get into 'HOW' to do this later in the course. It's not hard. Promise.) This does two things: 1. You've just categorized (tagged or labeled) that person based on their buying behavior (the stuff that is relevant to them). 2. You now have the ability to write another SOS (a mini-SOS) SPECIFICALLY for that product category. Think about what I've just written. Take a second ... I'll wait. . . Lemme explain: Your main SOS is going to be rather more general, right? If you're in the "fitness" niche, your SOS may be a story about your struggles finding the time to exercise while holding down a stressful 9-5 job - and how you found a number of "quick-fix" solutions that don't require a gym membership. Product A in your SOS may be Turbulence Training by Craig Ballantyne, for example. Guess what? ... Turbulence Training is very specific. He teaches a specific style of exercising ... HIIT. So by adding your 'Turbulence Training' buyers to a TT sub-list ... you get to launch a mini-SOS, based on what they've just purchased. This mini-SOS can "continue" with the HIIT theme ... and/or more specifically, promote other products by Craig Ballantyne.

Craig Ballantyne has a monthly continuity program. {hint hint!} So your 'TT' sub-list could tell a TT story, giving value based on that product. (mini-SOS) Then 4 or 5 emails down the line, you could promote Crag's membership site. That's a VERY specific promotion, that will ONLY resonate with a very narrow audience segment. Promoting the 'TT' monthly continuity to the main/general SOS prob'ly won't convert nearly as well. But build it into the mini-SOS that only plays out if someone purchases Turbulence Training ... NOW YOU'RE IN BUSINESS BABY! OK, back to the diagram. See Product B which is part of the main SOS? If someone purchases that - they end up on the Product B sub-list ... and yes, you get to launch another mini-SOS. Within that mini-SOS, Product C is promoted, and buyers of that - end up on List C. And so on and so on... The rabbit hole can go quite deep. Where a main SOS can be many weeks (even months) long ... a mini-SOS will typically just be a week long (5 to 7 emails). This, my friend, is 'HOW' you achieve INSANELY high conversions from tiny little sub-lists. AND ALL OF THIS CAN BE *FULLY* AUTOMATED BTW! :) ============================ Product Launch Sequences ============================ PLSs on the other hand aren't fully automated. You write a number of promo emails, then manually "broadcast" them out. (Email Triad Method) But the big secret here is ... you don't target your big monster SOS list.

Look at the diagram again. Let's presume the following: List A: AdWords 180 buyers List B: Affiliate Prophet buyers List C: NanoBloggers buyers List D: NanoContext buyers Now let's say I wanted to promote a PPC product to my lists. I wouldn't hit my main SOS list because it's too general. The offer will only be RELEVANT and resonate with some of them. Everyone else gets burnt. (my email becomes a distraction to them) With me? I also wouldn't target List C or D, because they also aren't into PPC. NanoBloggers + NanoContext is all about blogging and free search engine traffic. List A and List B are a perfect fit though. So I would ONLY target the relevant lists for this particular PPC product promotion. I would only target sub-lists A and B. [ - - - - - - - - - /NOTE - - - - - - - - - ] If your main SOS list is pretty targeted, because you're only targeting a very narrow audience segment - then sure, target it for your PLS. In other words - if you think the offer you're promoting is relevant to everyone, then hit your main list too. Just know that over time, your main general list will become larger and larger - and your ability to segment them will become more and important. I have a sub-list for almost every product I promote. This makes it really easy for me to perfectly

match offers to groups of people. [ - - - - - - - - - /NOTE - - - - - - - - - ] Tomorrow I'll get into the Email Triad Method. But right now - I need you to UNDERSTAND everything I've just written. Don't get overwhelmed with 'HOW' to do this. I get into that later. I just need for you to understand the concept behind what I've just said. ================================ List Segmenting in a Nutshell ================================ 1. At the top of your lead funnel (right after the squeeze page) is your most general list. This is your 'Soap Opera Sequence' list. It can last weeks ... even months. 2. Based on what products your subscribers buy, you create buyer sub-lists. Sub-lists A, B, C, D, E, F, etc... 3. You can (if you want) create a mini-SOS for each product sub-list. (Hint, hint! ... there is a ton of money on the table with point 3. Oodles!) 4. Manually promote a single product via a PLS, by targeting SPECIFIC sub-lists that match the offer you're promoting. ======================== IMPLEMENTATION TASK ======================== Simple. Understand this email. Be Bold. Make Things Happen. Andre "sub-list everything" Chaperon . .

P.S. Your subscribers, over time, will get to TRUST your recommendation (many times without any hesitation) ... IF you ONLY hit them with information and offers that are RELEVANT to them. * You're their trusted adviser (so operate within that frame). * Hammer your lists with crap, irrelevant offers all day long - and soon you'll have nothing. * Respect your audience, and they'll respect you. * Value your audience, and they'll value you. * List segmentation is a key part of achieving highly-responsive RELATIONSHIPS with your lists.

See: Day 22 - ARM-List-Segmentation.pdf

Day 23: Email Triad Method

The Email Triad Method is my favorite way to promote sub-$197 products. It works best for products under $97. For the large majority of promotions - the Email Triad Method is the bomb. Only three emails are required ... and the entire promotion can start and end in as many days. Quick, easy cash! (although "work" is required) Product Launch (Email Triad) Sequences work so well because: * The offer is hyper-targeted. (remember yesterday, when I spoke about ONLY targeting your RELEVANT sub-lists where the offer MATCHES them perfectly? Think Cinderella's shoe) * You promote within the context of a short interesting "story" that is valuable. * You give value within the email sequence. * You give extra value in the form of a bonus (highly recommended! ... but optional)

* You are competing against everyone else that is just pushing out "isolated" zero-value email promotions. (a generalization, but still true) This always works. Never fails. [ - - - - - - - - DISCLAIMER - - - - - - - - - ] I'm reluctant to go any further without giving you this disclaimer. This is something you must understand. ARM 2.0 is not about "cookie-cutter" solutions. I developed the 'Email Triad Method' as a method of dispensing value quickly and easily to an audience. But it was never supposed to be a "one-size-fits-all" solution. Never. I've gone into HUGE detail within ARM so that you "get" and "understand" one key concept... VALUE BASED MARKETING Understand that and you'll crush it forever. Consume what I'm about to teach you about the 'Email Triad Method' ... and then implement it in your own unique style. [ - - - - - - - - /DISCLAIMER - - - - - - - - - ] STEP 1: Your Hook Refer back to Day-5 on 'Creating your Hook'. Of course, you need to have already read/seen/used the product before you can REALLY promote it. Either buy a copy yourself ... or email the author or affiliate manager and ask for a review copy. I've never had a problem getting a review copy of a product... Even in markets outside of the "IM niche" where I am not known. Simply, come across as someone serious about doing business. So, get a copy - then read and/or watch it. Develop your hook from there.

. . STEP 2: Your Bonus (Optional) You don't have to create a bonus. There are many cases when I promote a product where I don't offer a bonus. But in these cases there is typically no competition. Like when the promotion is not part of a guru product launch, for example. But I would highly recommend that you do create a bonus when doing a product launch sequence. In every case where I've offered a unique bonus that is tied into my hook - I've sold more product. Every single time. Period. [ - - - - - - - - - TIP - - - - - - - - - ] I often partner up with a friend and fellow marketer - where I get them to create the bonus, and I do the email marketing. I then split commissions with them 50/50. That way I don't have to create the bonus myself. It's win win all round. It's another example of leverage. [ - - - - - - - - - /TIP - - - - - - - - - ] . . STEP 3: Write The Emails If you are writing an Email Trial, then you'll of course only require three emails. Three emails that: 1. Set the stage. 2. Deliver value. 3. Reveal the bonus offer. I pre-write the three emails upfront. It's quicker doing it this way. I'll show you an

example of a real 'Email Triad' sequence shortly. . . STEP 4: Create a New List in AWeber Open the attached PDF (aweber-step4.pdf) . . STEP 5: Opt-In Form Open the attached PDF (aweber-step5.pdf) . . Step 6: Get "Interested" People To Opt-In I've spoken about this already, but I'll address it again - in a slightly different way. In the beginning you'll only have your 'Soap Opera Sequence' list at your disposal. So you'll target this list (initially). But over time - as you sell more and more stuff via your SOSs and PLSs, you'll get to build more and more very targeted/specific sub-lists of prospects and customers. Below is a real example of an email I sent to my main SOS list about an offer. Because I didn't want to dispense an 'Email Triad' on my entire SOS list, I needed to just get interested peeps onto a sub-prospect list. Example of an initial broadcast email: [ - - - - Interested in PPC Ninja? - - - - ] SUBJECT: PPC Ninja (and very exclusive bonus) I recently ran a survey. I asked my Affiliate Bully customers what their biggest issues are with regards to making money online.

At the top of the list was how to *REALLY* use Google AdWords for maximum return, without losing your shirt. Recently I read one of the best "AdWords" courses I've come across in a long time. PPC Ninja. If you're interested in learning more about this, go here: [LINK TO OPT-IN FORM] I've created a private email list especially for PPC Ninja. You can add yourself here: [LINK TO OPT-IN FORM] Have a wonderful Easter weekend! Talk soon, Andre P.S. I'll also be giving a few people access to my own private ninja AdWords Content Network tool. But you need to first add yourself to this private email list. I don't want to interrupt your inbox about PPC Ninja if crushing it on AdWords doesn't interest you. [ - - - - /Interested in PPC Ninja? - - - - ] If you ALREADY have a number of sub-lists that are an EXACT MATCH to the product you're promoting - you DON'T have to build another sub-list. Just hit all those sub-lists that are a perfect 'Cinderella shoe' match. See the diagram I sent you yesterday. It demonstrates this. . . The 6 steps above get very interested people onto a sub-prospect list. (Unless you already have ideal sub-lists,

like I've just explained.) This sets me up nicely to deliver them the 'Email Triad' assault. Tomorrow I'll show you a real example of one. Be Bold. Make Things Happen. Andre "Email Triad" Chaperon

See: Day 23 - aweber-step5.pdf See: Day 23 - aweber-step4.pdf

Day 24: Email Triad Example

Quick recap: The Email Triad delivers three emails that: 1. Set the stage. 2. Deliver value. 3. Reveal the bonus offer. ========================== Email #1: Set the Stage ========================== This sets the stage for what I'm about to deliver to them. I also append to the subject line of each of the three emails: (Email 1 of 3) (Email 2 of 3) (Email 3 of 3) Or: (Part 1 of 3) (Part 2 of 3) (Part 3 of 3) ... like this: [PPCNinja] Can't Believe Christian Reveals This (Email 1 of 3) [PPCNinja] A Tip To Beat Google! (Email 2 of 3) [PPCNinja] Killer "Time-Limited" Bonus (Email 3 of 3) The element in the parentheses is simple, but pretty effective in building anticipation.

I'm conditioning my subscribers to expect more emails from me. And because I don't fully reveal "the details" of my bonus until email number 3, I create suspense. This ensures that all my emails get opened and consumed. When "setting the stage" I do a few things... I tell them about the product and my thoughts on it. Such as why I really like it and why I think they would be smart to invest in it. I also reveal what I think is perhaps missing or lacking. <- hint hint! ... remember Day-5? This is typically what I build my "hook" around ... and ultimately my bonus. In email one I create an open loop that'll only be closed in email #2. I hint that I'll be delivering massive value by revealing a killer strategy, tactic or tip in the next email. Something usable that will produce a REAL RESULT for them. Even if they don't buy anything. I want to get everyone "involved". Remember what I said in Day-2? [ - - - - - - - - - DAY-2 - - - - - - - - - ] It presumes the attitude that you look at EVERYBODY who you want to do business with, ... and decide you're NOT GOING TO WAIT FOR MONEY TO CHANGE HANDS BEFORE you start contributing, guiding, counseling, advising and protecting them. In other words - give value freely upfront. The end result is that you WILL be rewarded. [ - - - - - - - - - /DAY-2 - - - - - - - - - ] ========================== Email #2: Deliver Value ========================== I demonstrate value here. No strings attached.

I give away a big secret and hold very little back. I tell them that this is information they can take to the bank... It's "on-the-house". I end with another open loop. I mention that in email #3 I'll be revealing my amazing bonus. If it's a limited quantity bonus (ideally there should be some kinda "consequence" for not acting quickly), I'll bring it to their attention again to build more demand and tension... The fear of loss is a powerful persuasion strategy. Just keep it real. False scarcity doesn't work. You will get caught out and then your name and rep will be down the toilet. If you say that you're going to pull your bonus after 48 hours ... or one week - then do that! Condition your crowd that when you say something, you stick to it. Your people will respect you for that. =================================== Email #3: Reveal Your Bonus Offer =================================== Here I tell them about the bonus, and what they need to do to "qualify" to get it. I lay it all out in black & white. Do this, do that. If this is part of a big guru product launch, then I normally shoot this email out about one hour before the official launch time. That's because normally all hell breaks loose and servers get melted at launch time. You know the drill. You've prob'ly seen it all before. So I like to get my final email out before then ... just in case. If you're just promoting a product that

is not part of a bigger official launch, then exact timing for the final email is not important. That's the core 'Email Triad' part of the campaign done. I then send out followup emails. One the day after. Then another the day after that. In fact I'll continue to send followup emails until I see the sales drop right off. I'll get to a conversion tipping point (or list saturation point) where any new followup emails just won't result in any more sales. Attached is a real live 'Email Trial' campaign I ran for PPC Ninja. ======================== IMPLEMENTATION TASK ======================== 1. Read the attached 'Email Triad' (PPCNinja-PLS.pdf). 2. Practice writing one yourself. It's THE BEST WAY to learn this "writing" stuff. You've got two days to do it. Make a start ... even if you don't finish your whole PLS 'Email Triad'. Get momentum by taking action. Catch you on Friday for Day-25. Be Bold. Make Things Happen. Andre "doing, builds momentum" Chaperon

See: Day 24 - PPCNinja-PLS.pdf Day 25: PLS "Chit-Chat"

So how's your 'Email Triad' coming along? Finished? I want to give you some perspective quickly. When I do a PLS for a non-guru product promotion I typically generate around $10K in commissions

from a list size of between 400 to 800 people. (Takes me 2 to 3 hours to write everything.) Your results will vary, depending on a few things: 1. your niche 2. your relationship with your audience 3. how well the PLS resonates with the group you are targeting (how well you match the product to their wants, needs and desires) 4. timing ('WHEN' you promote can heavily effect the results you get) I'll come back to these points in a bit. Back to the perspective... Think about this ... one PLS a month to a list of less than 1000 subscribers - has the 'potential' to generate $10K/month in profits, or $120K/year for you... >From just ONE PLS a month ... to a tiny little list. Think about that for a second. That's excluding the revenue that your SOS will generate for you on an ongoing basis, running on full autopilot. Of course, you don't stop at just 1000 subscribers. My good buddy Peter Spaepen operates in a niche that is as far removed from "info marketing" as one can get. He sells "skin firming" cream to women between the ages of 35-60. That's a physical product BTW. In 2009 that tiny little business earned him $320K (in profit). And the kicker ... he does it ALL USING EMAIL. >From an SOS ;-) Peter will tell you more about this business of his in NanoList (which will be exclusively offered to you in a few days).

Point is ... this rabbit hole goes way deeper then the guru IM niche. I have an ARM 1.0 client that is a chiropractor in the Netherlands (non-English practice). He writes SOSs (in Dutch) to increase his patient visits. He also uses SOSs to educate his prospects and customers of other health issues, and solutions. I'll be sharing one of his SOSs with you in a case study series later on. Let's explore some of those points I mentioned earlier: ================= 1. THE NICHE ================= I've just hinted that Autoresponder Madness strategies can be used across the board. It's NOT something that only works in the "IM niche". I have a client that recently did two PLSs. One earned him $53k ... the other $29k. (Both these launches ended within 3 days.) This was in a non-IM, non-mass-market niche. Later I'll share something with you that you've prob'ly never through about doing before. It's a way of using ARM 2.0 in a totally different way. I'll tell you about this after the main course is finished. ================================= 2. RELATIONSHIP WITH YOUR CROWD ================================= The deeper the relationship with your crowd, the more leverage you are going to have with them. This is precisely what an SOS is for. It bears repeating again because it so important: Soap Opera Sequences are there to establish a relationship with your crowd. Then to develop

that relationship over time. It's your opportunity to use stories to suck them in ... and build trust and rapport with them. There are two polar opposite schools of thought when it comes to a "general" email list (the main list that you funnel people into). School-of-Thought #1... This is the most common. I've heard well known gurus give this advice out. Hammer your general list to shit until one of two things happen: 1. they buy something 2. they unsubscribe Talk about a brutal shortsighted approach. I don't do this. I don't suggest you do it either IMHO. School-of-Thought #2... This is less common. Give value WITHOUT thinking about making a damn quick sale. Help, guide, advise and protect your crowd as your primary focus. Jay Abraham calls this philosophy the 'Strategy of Preeminence'. I've incorporated Jay's core philosophy right into what an SOS does. It's there to establish the relationship, and foster it over time. It's the RELATIONSHIP that you have with your crowd - that enables you to sell stuff to them over and over and over and over again. School-of-Thought #1 does nothing more than screw a list of all real value. Yes ... you'll make a bunch of initial sales by hard selling them. But there is no LONG TERM benefit in doing this. End of the day ... everyone gets burnt to shit. Prospects, customers and all traces of a real lasting relationship.

School-of-Thought #1 marketers don't see this. Or don't want to see this. Their only focus is on the immediate money. The kicker is that you'll make more money in the long term from school-of-thought #2. Don't just take my word for it. I've got some videos for you to watch at the end of this lesson. ======================= 3. CINDERELLA'S SHOE ======================= Essentially ... how well does the product you're promoting MATCH the wants, needs and desires of your crowd? Does your story, messaging, and hook RESONATE with them? Get this right and you'll be hitting home runs all bloody day long. See Day-5, Day-8 and Day-9. ============ 4. TIMING ============ I've found in the past this can seriously effect how well a PLS plays out. This is especially relevant in the "IM niche", where there are pretty much BIG guru launches each week ... certainly each month. If you're in the IM niche - don't be doing a PLS on the same day as Frank Kern, if he's launching some new MassSometingOrOther. Just don't do it. Trust me on this. If you operate in other niches, then this potential issue would be less of a problem. Lastly - don't do a PLS a few days BEFORE payday when your crowd has the least amount of dough in their pocket. Rather do a PLS on the 16th of 2nd of a month, after most Americans have been paid. Just saying :) ========================

IMPLEMENTATION TASK ======================== Three short videos for you to watch: 1. Jay Abraham on Strategy of Preeminence (8m34s) http://armurl.com/oFI 2. Jay Abraham on Strategy of Preeminence (8m43s) http://armurl.com/pyJ 3. King Kong Principle #2 (5m28s) http://armurl.com/tSe Be Bold. Make Things Happen. Andre "it's about relationships" Chaperon . . P.S. Tomorrow I'll be sharing a case study with ya! This will change the way you look at product promotions ever again. I'll share the results with you. The actual numbers. And I'll be sharing the actual launch sequence with you too. The whole shebang.

Day 26: PLS Case Study #1

For the official launch of ARM 2.0 a strange thing happened. It demonstrated first hand how devastatingly effective ARM is at producing massive leverage from a small email list. Here's what happened... Peter (buddy Spaepen) rolled out a purty sweet launch sequence to promote ARM 2.0. It wasn't an 'Email Triad'. It was more like a mini-SOS. (see Day-22 where I talk about these) Peter outsold super affiliate #2 by a factor of 5.5 times. Almost 6x more sales. But the real interesting part wasn't that. It was this:

Peter's email list size is approximately 1,300 subscribers. The super affiliate in 2nd place has a list a little larger than 30,000 subscribers. Did you get that? Peter generated 5.5 times MORE sales, from a list which is 23 times SMALLER. That's what I'm talkin' about baby! Guess who's got the "relationship" thing down-pat? Peter opened a can of WHOOP-ASS on every other affiliate and super affiliate. Peter sold 162 copies of ARM 2.0. Not bad for a Flemish speaking 6'7" Belgium mofo. I've attached Peter's entire launch sequence. When you read it, a few things will jump out at you: 1. It's DIFFERENT to every other "promo" you've ever seen or received. {HINT HINT! Don't follow the crowd like a sheep. It's normally always the least effective path.} 2. Remember we spoke about "cocktails" and "combos" during the Alan Saunders SOS sequence? {HINT HINT HINT!} Peter's mini-SOS is brilliantly written. No doubt about that. But the REAL "I'm getting ARM through Peter link!" thinking came from his clever bonus angle. Peter ties it into ARM so well, that everyone reading his mini-SOS would be a fool to not get ARM through his affiliate link. The decision to get ARM through him, over any other affiliate, was made REAL EASY. ARM + NanoList = the FULL package Getting ARM from anyone else would be like getting an incomplete product.

Read how Peter wrote his story. Read how Peter framed his bonus. How he "associated" NL with ARM. Very clever. Very smart. There is a whole world of education for you to learn by reading this email and the attached launch sequence. In the next email you'll get a chance to pick up NanoList if "list building" is something you need to master. Something you need to add to your repertoire. NL is 100% exclusive to ARM customers. You can't purchase NanoList outside of this training. ======================== IMPLEMENTATION TASK ======================== Simple. Read the attached launch sequence. It's quite long ... and you really need to consume it slowly. Take your time. I don't want you to get overwhelmed. I'm giving you three (3) days to do this. 1. Read. 2. Understand. 3. Take notes. Meet you back here on Sunday for Day-27. On Sunday you'll get a chance to pick up NanoList if you feel it's something you need. Be Bold. Make Things Happen. Andre "nearing the end" Chaperon

See: Day 26 - Peter (ARM promo).pdf Day 27: NanoList

NanoList is the other half of ARM. The other side of the coin, so to speak. NL is the stuff that happens BEFORE the opt-in.

ARM is everything that happens AFTER the opt-in. Together they make for one helluva "cocktail". ARM (Gin) + NL (Tonic) ARM (Beavis) + NL (Butthead) ARM (Carrie Bradshaw) + NL (Manolo Blahnik's) ARM (Beer) + NL (Sports) You get the point, right? They're made to "work together". Like peas in a pod. You see... When I created ARM, I made a decision to focus EXCLUSIVELY on the stuff that happens RIGHT AFTER the opt-in process... Building the relationship with your prospects and customers. Earning their trust and respect... Turing prospects into customers and customers into RAVING FANS. ARM was never about "how" to build an email list. Covering that within ARM would have just diluted what it's is all about. I didn't want to do that. Which is 'WHY': 1. NanoList is the perfect fit for ARM. 2. I'm only offering Peter's NanoList AFTER you've completed the core ARM training. http://armurl.com/nanolist If you're already proficient in list building, then you won't necessary "need" a copy of NL. That said - NL is unlike any other "list getting" product on the market. If you've been following along here, you've prob'ly picked up that Peter and I do things very differently to "the others". There's nothing like ARM on the market. And in the same vein, there is no other product on the market like NL. I'll leave it at that, for now. I know a lot of you have been patiently waiting

to pickup NL. Now you can, here (there is no sales page): http://armurl.com/nanolist Read the attachment from Day-26 if you need to know more about NL. [ - - - - - - - - IMPORTANT - - - - - - - - - ] BEFORE you pickup NL, please make sure that it says [affiliate = nanoblog] on the checkout page: Like his: http://autorespondermadness.com/images/nanolist-verification.png If it says: [affiliate = none] ... or any other name other than 'nanoblog' - then please DON'T purchase NL. It needs to say 'nanoblog' or else Peter doesn't get paid - and seen as though NL is his product, he'll not add you to the NL training list. So it must say [affiliate = nanoblog] OK? Sweet! Shoot me an email if you have any issues, though. [ - - - - - - - - /IMPORTANT - - - - - - - - - ] Get NanoList here ($127): http://armurl.com/nanolist . . Be Bold. Make Things Happen. Andre "NanoList is that good" Chaperon

Day 28: Weekly Review

Phew, this was a long week - I know :) So without further ado... ============================================ Day 21: Preface to Product Launch Sequences ============================================ Here you learnt that PLSs are used to promote

single products. This can be *any* product. It doesn't need to be part of a big guru product launch. PLSs are about telling a short story, that demonstrates value ... and within the context of that - promotes a single product. In other words, a promotion that has a beginning and an end. I also talked about "list segmentation" for the fist time. I revealed that it's one of the key "secrets" to achieving maximum leverage from a small list. Why? Because it's a the "Cinderella's Shoe" effect. Meaning that you get to PERFECTLY match the product/offer to the wants, needs and desires of a specific segment of your crowd. This can only be achieved by aggressively segmenting your lists. ========================================= Day 22: List Segmentation Secrets ========================================= I expanded on list segmenting in this lesson. I told you about "hyper-responsive" buyers, and the "non-responsive" prospects. That said, with enough "trust building", non-responsive prospects may, at some point, make a purchase. Hammering your prospect list to shit just to weed out buyers - is not a smart move. In the process you'll only result in BURNING *everyone*. Build a sub-list for every (or most) product that you promote. Put all buyers on a sub-list associated with that product. Shortly I'll show you HOW to do this (automatically). ============================= Day 23: Email Triad Method =============================

Here I revealed my quick and easy 'Email Triad Method'. Works great for sub-$197 products. Works even better for sub-$97 products. Only three emails are required to implement an 'Email Triad' promotion. However, this is not a cookie-cutter solution. You still need to think for yourself and adapt the strategy for yourself. The process: STEP 1: Create a Hook STEP 2: Create a "Cinderella's Shoe" Bonus (Optional) STEP 3: Write The Emails, which: -- Set the stage. -- Deliver value. -- Reveal the bonus offer. STEP 4: Create a New List in AWeber STEP 5: Create an Opt-In Form Step 6: Get "Interested" People To Opt-In Reread this lesson to get the finer details. ============================= Day 24: Email Triad Example ============================= Here I attached an actual 'Email Triad' promotion that I did for PPC Ninja. ========================= Day 25: PLS "Chit-Chat" ========================= I give you some perspective on what's possible when implementing a PLS on a regular basis. Generating $10K per PLS from a 1,000 person subscriber list is very do-able. I discuss niches outside of the "IM niche". I address four elements that can make-or-break a PLS. Get these four points right and you'll be laughing all the way to the bank... ... quite literally :) =========================== Day 26: PLS Case Study #1 =========================== In this case study you get to see just how

powerful a PLS can be. I share a story of how Peter used a mini-SOS to do some serious WHOOP-ASS on every other affiliate promoting ARM 2.0 during the initial launch. You get to see how Peter generated 5.5 times MORE sales than super affiliate #2... ... from a list that was 23 times SMALLER. That's called leverage. That's ARM for ya! I attached the entire launch sequence. You should read every word of it. It's that good. Pay close attention to Peter's "hook" - and how he associates NanoList with ARM. Very SMART! He uses the "cocktail/combo" trick to great effect. Something I showed you in action on Day-17. ==================== Day 26: NanoList ==================== Did you pickup a copy of NanoList? If not - you should. Seriously. Peter and I talk a lot. Everyday pretty much. I'm not talkin' email or text chat either. We get on the phone and burn each others ears off. Both of us share the same vision and philosophies about "marketing". We're both on the same page. This is one of the reasons 'WHY' ARM + NL is the perfect "Cinderella's Shoe" fit. Get NanoList here: http://armurl.com/nanolist See yesterday's email for more details on NL. Be Bold. Make Things Happen. Andre "cliff notes" Chaperon . .

P.S. Glad to see you're still looking down here :)

Day 29: Confessions Of A Story Junkie

Out of all the guru copywriters, John Carlton is my favorite by a mile. The late Garry Halbert was a genius with words, no doubt about that. He could use words to sell ice to an eskimo. Of course, there are others too... Gary Bencivenga, Dan Kennedy and Clayton Makepeace. All genius word-smiths. But John Carlton ... that dude "writes" like none of the others do. Ever been camping? You're sitting under the stars. It's pitch black outside - other than the light from the crackling camp fire. You're with your best buds. Each person has a turn to tell a ghost story or a joke. But there's always that one person that trumps everyone else. His story is almost real. You can "feel" it. If it's a joke - it's the best joke of the night. If it's a ghost story - the story is so real that you can see the hairs on your arm stand on end - and you can feel that cold shiver run down your spine. THAT storyteller is John Carlton. I recently read an article that John wrote. In it he says some stuff that I've been "trying" to teach you in ARM... Then I read this. Damn that Carlton! He says it so much better then I've been trying to articulate to you. Here's some "Ah Ha!" things he wrote...

"So the main rule for writer/marketers is this: Learn what kind of story appeals to your audience. If you don't know, you're taking a risk with anything other than a paragraph-long tale. Don't pretend to know how to weave a story that gets listened to. Instead, learn the craft. (Just as you would never pretend to be able to play guitar if you wanted to impress real musicians.) There are no shortcuts ... but you can get hip to good storytelling fairly quickly if you apply yourself." Pretty powerful, no? He goes on to say... "You gotta tailor your tale to your audience. That's the primary lesson. A story that bores the bejesus out of one person, may dazzle the hell out of someone else. And you should get good at knowing whether you're bombing or scoring quickly (so you can change course if necessary)." Such sweet advice! This is exactly 'WHY' in Day-8 I suggested that you only focus on one market/niche. It's the only damn way to get to know the pulse of your audience. To feel their heart beat. To UNDERSTAND what motivates them to whip out their credit card to gladly pay for the solution that solves a problem you know they have. Storytelling. It's what ARM is all about. The human brain is hard-wired to seek out and appreciate good storytelling. And it's OK to be a writing "hack". I'm one myself.

I've not put in 10,000 writing hours yet. John has - and that's why he writes like he does. Lee Child and Michael Connelly have. Which is why they can write with so much impact. But believe me - you DON'T need to get anywhere close to this kinda mastery. You don't need to. That's not the point. Be sincere and have their best interest at heart in everything you send them. Understand your audience ... then connect with them using storytelling. Insert the advanced techniques I taught you in Week-1. (open-loops, etc) Create a hook, an angle - and with your email story sequence, sink your teeth into your reader's neck. When you have their attention, use your story to "sell the problem" ... and then hint to a solution. Work to build trust and rapport, then, as their trusted adviser - become the "solution provider". A lot of people aren't willing to embrace that they have a problem unless they also believe that there's a solution... So part of selling a problem is hinting that there's a solution that others are using, or is right around the corner. Don't sell "products". That's not what you do. You sell the end result. You sell solutions to their problems. I'm going to leave it there. I think I've said enough for now.

======================== IMPLEMENTATION TASK ======================== Here's the John Carlton article I read last week: It's long - but it's brilliant: http://armurl.com/scM Well worth the 20 minute investment. Be Bold. Make Things Happen. Andre "raving John Carlton fan" Chaperon . . P.S. On Day-19 I attached the SOS I'm using on AffiliateBully.com. If you read that PDF (pg6), then you'll know that Seth Godin is my superhero: http://bit.ly/98ntSn <- you're so sad Andre! Well John Carlton is my other superhero. I don't have a doll of John though. LOL!

Day 30: The End

It's been a little over four weeks now since you invested in ARM 2.0. Time flies when you've having fun, eh? Err ... you're had fun right? :-) This email marks the END of the 'core' ARM training. I have more to share. Lots more. But I told you this would be a 4-week course - and that is what you've been expecting all along. So what next? Well ... I hope this next 'chapter' of ARM 2.0 is going to blow you away. You see - over the past couple of years I learned a LOT about myself. Lil' ol' me.

I discovered how to get my body and mind to operate at highest performance - for sustained bursts of focused time. The result - I've learned how to get more done (LOTS MORE!) in less time. I can't tell you how satisfying this has been. Figuring this all out has: 1. cost me a small fortune. 2. cost me hundreds of hours in trial and error. And once I figured exactly what works for me, it was an "Ah Ha!" moment. I wanna help you get this some "Ah Ha!" clarity that I now have. I've created a BONUS WEEK of training for you. Now although this has nothing to do with ARM per se ... it has EVERYTHING to do with being a successful ARM Warrior. This bonus training spans a whole week, and it kicks off tomorrow. Really hope you get a lot out of it. It's been game changing for me. Combine what you're about to learn, with what I've already exposed you to in ARM - and you're going to be unstoppable in your quest of world domination. LOL! Did you ever watch 'The Pinky and the Brain'? It was a cartoon series created by Steven Spielberg and Tom Ruegger. The iconic lines... PINKY: "Gee, Brain, what do you want to do tonight?" THE BRAIN: "The same thing we do every night, Pinky ... try to take over the world!" So brilliant! ARM + Bonus Week (+ NanoList) = World Domination! Hahaha! - just kidding ... Or am I? ;-)

Anyhoo... AFTER the bonus week two things will happen. 1. Based on the feedback from the surveys you've been doing each week - I'll address issues. You know - those "gray areas". This won't be in a "day-by-day" email format. You'll prob'ly hear from me once a week or so for a while. This is all bonus content that I want to dispense to you over time. All included as part of your ARM "investment". I have more to teach you about "list segmenting", and about automating the entire process. I have client case studies to give you. Meaning, SOSs that have been written by OTHER people in OTHER non-IM markets. I think this'll be really helpful for you. I also have SOSs + PLSs of my own, that I'll be giving you to "swipe from" and use as you want. Sweet, no? 2. Autoresponder Madness ADVANCED Remember I hinted about this in Day-2? I said *not* everyone will get access to this. I didn't lie. There will be a "qualification process" before I reveal this super-advanced strategy to you. Not everyone will "qualify". First you need to earn your "flying wings", BEFORE you get your Special-Forces SAS stripes. I'll tell you more about the "qualification process" after the bonus training week. Just know that if you haven't "written" anything yet - your own SOS and/or PLS - then there is no chance you'll be graduating to the next level. More later...

======================== IMPLEMENTATION TASK ======================== This is the last survey I'll ask you to do. It's only two Qs short. It's about your understanding of 'Product Launch Sequences'. If you have any "gray areas" (or good feedback), please take the short survey. I'll then be able to address these in the bonus content later on. Week-4 Survey (about PLSs) http://armurl.com/DzH . . If you haven't taken the previous surveys yet, please help me out and take 'em: Week-1 Survey (about open-loops & hooks and "DL") http://armurl.com/DzH Week-2 Survey (about customer profiles & storyboards) http://armurl.com/DzH Week-3 Survey (about SOSs) http://armurl.com/DzH Thanks Mate - you rock! Be Bold. Make Things Happen. Andre "P.S. Method" Chaperon . . P.S. I know this is obvious now - or it should be if you've been paying attention. ARM 2.0 was delivered to you as a big 'Soap Opera Sequence'. A lesson within a lessons. How ninja is that, eh? Kinda like 'Inception' - dreams within dreams within dreams. BTW - if you haven't seen 'Inception':

http://www.imdb.com/title/tt1375666/ ... you should go see it. So so brilliant! Here's an observation that you may not have picked up on. Currently you're on Day-29 of the ARM SOS. And that's one email every single day for over four weeks. Normal SOSs aren't delivered with such intensity. They are "spread out more". Of course, I am delivering paid training to you - so I've structured this SOS a little differently. But have you noticed how many products I've promoted within ARM? . . Lemme help you out. 1. AWeber (Day-11) 2. NanoList (Day-27) Now let me give you some "insider" insight. 1. If you didn't already know me when you signed up for ARM - you do now, right? I mean - perhaps you were a little skeptical about this dude Andre who hides behind email. But you signed up because (A) there was a full money-back guarantee, and (B) you trusted the person that recommended that you get ARM. How do you feel about me now? I'm willing to bet that I'm way up there near the top of your list of "trusted advisers". There's a "trust" I've established with you. I've established rapport with you, right? Think about that "FEELING" you have towards me RIGHT NOW... That, my friend, is what a 'Soap Opera Sequence'

does. That's its primary role. To built trust and rapport between your audience and yourself (or your persona). 2. Back to the promotions I did (remember, in a SOS these are secondary): 1. AWeber (Day-11) 2. NanoList (Day-27) A bunch of you signed up to AWeber through my affiliate link. Some of you emailed me and said you will signup to AWeber as soon as the course has concluded, so you don't waste the one-month $1 trial. And that was Day-11. Still relatively early on in the ARM SOS. Now ... I promoted NanoList only a couple of days ago (Monday). (Actually, Day-27 only went out a few hours ago. I write these emails in batches, like I suggested you do, earlier in the training.) As I write this email, according to AWeber, just 56 peeps have received Day-27 so far (there are hundreds of people that still haven't got to that point yet). So the early results are: Of these 56 peeps (so far), 46 have clicked on the NanoList link. Of these 46 - 14 have purchased NL at $127. Let me do the math for ya... 25% of EVERYONE that received the NL email, made a purchase. Of the peeps who clicked the link (remember, some people receive email - but only 'read' it a little later)... 30.43% purchased. Think about that for a second. 27 emails DEEP into a SOS, I managed to achieve a 30.43% conversion rate selling a $127 product... ... WITH NO SALES LETTER!

See how this works now? :-) Ask any high-paid world-class professional copywriter how to achieve a 30% plus sales conversion rate - and I'm not sure they'll be able to give you a definitive answer. ... that's because they've prob'ly never achieved it themselves before.