Inside This Issue:

Russell Brunson’s Number One Source of

Free Traffic and how you can use it to build your own
traffic powerhouse!

Plus: Lined Up With People Who Will Push for

Your Success.

A $100 Million Sales Letter and the never-before-

revealed copywriting secrets that made it sell! Vol. 3 - Issue 2 - DotComSecrets, Inc. - Feb. 2009
Inside This Issue:

20
Power Marketing
25
20 Cover Story. Finding the right people
who will push you towards success in your
online business is only the beginning.

34 A $1 Million Sales Letter. And

the never-before-revealed copywriting
secrets that made it sell!

February 2009 DotComSecrets.com

 21 Minute traffic

11 Reddit Revenue. How to get others to

spread your message virally on Reddit.

14 Email Marketing. How to reach

thousands of prospects through email in
minutes, even if you don’t have your own list.

17 Gather Guru. A step-by-step checklist

to creating traffic in 21 minutes by getting
involved in Gather’s online community!

Millionaire Mind Maps

04
04 Affiliate Marketing. How you can
use Russell Brunson’s favorite traffic method
to take advantage of dozens of other traffic
sources (no extra work is involved)!

DotCom Secrets Recommends

Protege Challenge
39 Affiliate Marketing Tool Kit.
Affiliate manager Brent Coppieter’s toolkit for

25 Formula for Fortune. How one

finding top affiliates.
DotCom Secrets student discovered a 30-day
formula for personal wealth and is using the

40
internet to spread his message across the
Action Checklist. We broke down the United States.
most powerful marketing principles taught in
this issue of the DotCom Secrets Journal into
a simple checklist of to do’s.

expert access

38 Clear Our Store Room. Your

chance to get our best-selling products at
half price so we can clear extra room for more
32 Q&A. Your chance to sit down with
Russell Brunson and his team of experts at
DotCom Secrets!
wealth building materials.

PRODUCT CREATION Photo Credits:

Top Left:
©iStockphoto.com/Zsolt Nyulaszi

30 Fast Content. How to create quality

content for your products in 60 minutes or less.
Top Right:
©iStockphoto.com/Michael Monu

Insider Journal
 LEGAL DISCLAIMER AND TERMS OF USE
You do not have resell rights or giveaway rights to any portion of
this Publication. Only customers that have purchased this publication
are authorized to view it. This publication contains material protected
under International and Federal Copyright Laws and Treaties. No
part of this publication may be transmitted or reproduced in any way
without the prior written permission of the author. Violations of this
copyright will be enforced to the full extent of the law.
The information services and resources provided in this book are
based upon the current internet marketing environment. The tech-
niques presented have been extraordinarily lucrative and rewarding.
Publisher: Because the internet is constantly changing, the sites and services
RUSSELL BRUNSON, President of DotCom Secrets, Inc.
presented in this book may change, cease or expand with time. We
hope that the skills and knowledge acquired from this course will
provide you with the ability to adapt to inevitable internet evolu-
Editor:
tion. However, we cannot be held responsible for changes that may
BRITTANIE BYRON, editor@dotcomsecrets.com
affect the applicability of these techniques.
Screenshots in this book are from publicly accessible field ar-
Contributors: chives. All product names, logos and artwork are copyrights of their
BRENT COPPIETERS, Affiliate Manager respective owners. None of the owners have sponsored or endorsed
MICHAEL LOVERIDGE, Partnership Director this publication. While all attempts have been made to verify in-
KEVIN HILL, Copywriter formation provided, the author assumes no responsibility for errors,
DEREK FAYLOR, PPC Manager omissions, or contrary interpretation on the subject matter herein.
Any perceived slights of peoples or organizations are unintentional.
The purchaser or reader of this publication assumes responsibility
Contact:
for the use of these materials and information. No guarantees of
WEBSITE: www.DotComSecrets.com
income are made. The author reserves the right to make changes
ADDRESS: 3100 S Vista Ave Ste 200
and assumes no responsibility or liability whatsoever on behalf of
Boise, ID 83705
any purchaser or reader of these materials.
PHONE: 1.208.323.9451

Change of address or billing information:

www.CustomerHelpDesk.org Earn a Residual Income Promoting the
Questions, comments or letters to the editor:
DotCom Secrets Journal. Go to
editor@dotcomsecrets.com www.TheSecondTier.com to sign up
Online Archive: for our affiliate program and you
http://members.dotcomsecrets.com
can earn up to $10 per month for every
Copyright 2008 © DotCom Secrets, Inc. | All Rights Reserved
member you refer!

2 | February 2009 www.DotComSecrets.com

 To My Fellow Entrepreneurs,

L
ast month, my favorite cartoon character Zoobie, the internet marketing
newbie, made a huge discovery. Those of you who have seen Zoobie before
know that he doesn’t have the best track record for making money on the
internet. But he found a way to make money by giving stuff that normally
wouldn’t sell worth beans, away for free! A couple weeks ago, he launched a new
product called “Do You Suck at Making Money?” where he shared his secret and
it was a huge success.
Now, this concept is powerful. Many people look at the bad economy and decide
not to take action on creating their own online business because they don’t think they
can get people to buy anything. But how easy do you think it would be to give stuff to
people for free? Very easy! And the down economy actually makes this method that
much more effective! Zoobie simply found what people already want (free stuff!) and
then looked for a way to make money off it.
I want to thank all of you who helped make Zoobie’s launch such a success.
We are excited to see how much money our students make by giving stuff away for
free! I also want to take a minute to talk about a couple of the exciting resources
Don’t forget to check we have for you in this issue of the DotCom Secrets Journal:
the membership
Lined Up With People Who Will Push You Towards Success (pg. 20): The
site often for new relationships I value the most are not with the people who watch from the
sidelines, but with those who are pushing with me for a common goal. Michael
articles and closely-
Loveridge, our partnership director, will reveal how you can create valuable
guarded secrets you relationships with your employees, mentors, peers and family so that you can do
more than you ever could on your own.
won’t find
anywhere else. Formula for Fortune (pg. 25): Alex Navas, one of our Protege students, has
an amazing success story. Before he started marketing his products online,
he was working 16 hour days and had to sacrifice time with his family and
Login at: church to make his offline businesses successful. He graciously agreed to share
how he is using the internet now to reach more customers than ever with one
http://members. big change - he’s making money in his sleep!
dotcomsecrets.com
And remember to log into the DotCom Secrets membership site (http://
members.dotcomsecrets.com) to leave your comments and share your own
success stories!

Russell Brunson
President of DotComSecrets.com

Insider Journal | 3
O
f all of the ways you can generate traffic online, there is one that How to build your traffic
trumps them all, and interestingly enough it happens to be free.
This type of traffic will give you the highest conversions, the low- powerhouse with the one
est refund rates, the highest percentage of sales on the backend
and will always provide you a better customer.
method that trumps them all
I learned about this when I was first getting started online, and when I - and use it to take advantage
heard about it, it had such a profound effect on me that I shifted my entire
business model around this one type of traffic source. One day I went to
of dozens of other traffic
a popular marketing forum and I saw someone who asked the question, methods for free!
“What is your most powerful traffic source?” I got excited when I read that
because I wanted to see what everyone said. I watched the conversation as
one person would say, “my best is pay per click, because I can get traffic to By Russell Brunson
my site within 10 minutes of posting up my ad,” and someone else would President of DotComSecrets.com
say, “my best is my own list because I can send out emails whenever I want
and get people to my site.”

4 | February 2009 www.DotComSecrets.com ©iStockphoto.com/Michael Monu

Insider Journal | 5
 AFFILIATE TRAFFIC
Russell Brunson’s 5 step system
to building and maintaining a strong
network of affiliates!

6 | February 2009 www.DotComSecrets.com

Insider Journal | 7
 Everybody’s answers were fasci- citing promotions that they will they are paying for PPC ads, then they
nating to me, but there was one that want to be part of ) are probably building some type of list.
was posted by the owner of the forum If they have worked hard to get to the
(who was probably one of the wealthi- Integration (integrating your of- top of the search engines, we can often
est guys on this site) that really got my fers into the marketing and traffic piggyback on their success and inte-
attention. All he said was, “I rely on funnels of your affiliates) grate our ads into their site.
my own network of affiliates.” The other best place to find poten-
That’s it, eight words, but when I tial affiliates is in affiliate networks.
read that I knew he was right because How to Research and Find Your We look for both product owners and
if you have affiliates driving traffic for Affiliates affiliates and find hundreds of great
you, then you could have some who do The first step is trying to figure out people who already know how the
PPC on their dime, some with lists all where your potential affiliates are. As game works. All we need to do is con-
sending traffic, some doing SEO, and you can see from the traffic mind map vince them why our product is best for
more. But the key is that instead of just the first thing I focus on is figuring them to promote.
you driving traffic, you could literally out what products and services some-
have hundreds or thousands of people body needs immediately before and
all doing it for you! The leverage you after they get my product in the buy- How to Recruit Your Potential
receive from your own network of af- ing process. So if I’m selling hosting, Affiliates
filiates is huge. what does someone need immediately After you’ve found them, you’ve
So this month I wanted to create before they buy my service (domain still got to convince them to promote
my traffic map around the most pow- names) and immediately afterwards your products over your competitors.
erful and free traffic method there is, (website design services). I then know We recruit people in quite a few ways.
affiliate traffic. If you look at the mind that these two types of companies The worst (yet I promise most of you
map on page six, you’ll notice there are would be amazing affiliates for me. will try) is email. We try to get them
five core steps that you will be focus- The next thing I look for are prod- on the phone, send them gifts, setup
ing on to build residual traffic from uct owners who have similar prod- personalized websites for them and
affiliates: ucts to mine. I look for products that get them to compete in contests.
would complement mine, not com- Affiliates are normally people who
Research (finding out where your pete. These people are also great affili- make a lot of money not doing a lot
potential affiliates are) ates. The other thing I look for when of work. So you need to spend a lot of
I find product owners are the testi- time building the relationship because
Recruit (getting them to want to monials on their websites. Often, the one good affiliates can drive thousands
promote for you verses your com- people who are giving testimonials on of visitors to your site so be willing to
petition) websites are also product or list own- spend the time and money to get them
ers and are great affiliates. on your side.
Train (helping those who do not Google is probably one of the great-
know how to promote, get traffic est research tools in the world. We look
for you) for people who are advertising on the How to Train Your Affiliates
first two or three pages in Google for You won’t need to worry about
Promotions (creating fun and ex- similar keywords that fit our product. If training your “A” level affiliates much.

8 | February 2009 www.DotComSecrets.com

With them it’s all about recruiting. very well. Another unique thing we’ve from one of our affiliates – they then
But with “B” level affiliates, if you been doing that I haven’t seen anyone see our offer. We also trade out emails
spend a little time training them, then else do is to get their customer lists in peoples autoresponder series. So I
they will serve you forever. and send them something in the mail will make day number five in my series
“B” level affiliates are usually those or doing voice broadcasts. Basically promote my affiliate’s product, and in
people who have a website but cur- creating different and unique ways to return he puts my offer into day num-
rently don’t know how to get traffic get your message to their
or make sales. We do weekly train- customers.
ing calls with our “B” affiliates and
The more places you can get your offers in
teach them basic strategies that, when their sales process, the more long term
they implement, help them get traffic How to Integrate Into
quickly to their sites. Their Marketing
sales you will get without having
We do most of our trainings through Creating promotions to do any more work. Every time they
teleseminars, webinars or live ustream. is great and will get you a send traffic to their own sites, you will
tv trainings. We also give them tools lot of fast sales, but it’s also
and resources they need to get up and important to figure out be getting the benefits of their traffic.
running fast. If you spend a few hours ways that you can inte-
each week training your affiliates the grate your offers into the sales process ber five of his series.
long term payoff will be huge. of your affiliates. Find out where their These are the keystones of a suc-
dead real estate is (thank you pages, cessful affiliate program. If you’d like
on their blogs, in their autoresponder to see us using them in action please
How to Create Killer Promotions series and more) and try to put your visit www.TheSecondTier.com. The
One of the things about affiliates offers on these pages. The more places biggest problem people will have is
is they can quickly get bored with a you can get your offers in their sales that they think they need thousands
product, so creating different offers process the more long term sales you of affiliates to be successful.
and promotions for them will keep will get without having to do any more What I would recommend doing
them loyal to you. No one wants to work. Every time they send traffic to is making a dream team of 50 to 100
keep promoting the same product ev- their own sites, you will be getting the people that you would like to be your
ery day. So spend some time thinking benefits of their traffic. affiliates, then start the process of re-
up new ways to be unique. One of the things that has worked cruiting them one at a time. If you end
We just launched a new offer called well for us is placing our “free dvd” up with 10 to 15 good affiliates then
“Do You Suck At Making Money” offers onto people’s thank you pages, you have a very solid foundation that
and it featured our cartoon Zoobie. It so as soon somebody buys something you can build on. DCS
was a fun promotion and we had a lot
of top level affiliates promote because
it was something different and unique - By Russell Brunson, President of DotComSecrets.com
that they could talk about.
The other thing to do is create oth- Have a question or comment? Let us know what you think about this article by sending
er unique ways that they can promote. an e-mail to editor@dotcomsecrets.com and you may be featured in an upcoming issue
Doing webinars or teleseminars works of the DotCom Secrets Journal.

Insider Journal | 9
 “Get $197 Worth of Russell’s ‘Closely-Guarded’
Marketing Secrets Shipped To You For FREE! (It’s A
Special Thanks for Being A Subscriber!)”

Yes, Russell! I want to take advantage of this once-in-a-lifetime offer and

receive a FREE Membership Upgrade. I understand that you will rush-ship me the
DotComSecrets “Collectors Edition” Wealth Building Portfolio and $197 of wealth
building information absolutely FREE!

Most members received my DotComSecrets Wealth Building Portfolio when they decided to
join my journal and DVD-of-the-month club. If you haven’t received yours yet, I would like to
upgrade your membership for FREE and send you the following (worth $197):

The DotComSecrets
“Collectors Edition” Wealth
Building Portfolio where
you can collect ALL of your
DotComSecrets journals for
easy reference and storage.

The Exclusive “30 Day

Action Plan” I ONLY reveal at
my $5000-a-head seminars. It
contains the ultimate blueprint
you can use to turn your online
business into a success. You’ll
be able to qualify to win FREE
products, seminar tickets, and
MORE after the challenge!

The DotComSecrets “Quick

Start” Guide that’ll get you
on the fast track to wealth and
independence in NO time!

The “Underground Lead Generation” Secrets Exclusive CD where I dish out what it
takes to drive torrents of targeted leads to ANY business. This is stuff they DON”T teach
in school!

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All you have to do is pay for shipping and I will rush-ship the DotComSecrets Wealth-Building
Portfolio to you. Remember, your membership upgrade is FREE so your monthly membership
fee will stay the same!

To Receive Your FREE Membership Upgrade,

Go To http://www.dotcomsecrets.com/wealthportfolio.html

10 | February 2009 www.DotComSecrets.com

 21 MINUTE TRAFFIC

Reddit Revenue
How to Get Others to Spread Your Message Virally on Reddit

Quick Facts:

Website: Reddit
How Reddit Works:
URL: http://www.reddit.com
Reddit is a social media site that shows you what’s popular
online. You can use it to help drive traffic to not only your own
sites, articles and videos, but sites and products that you are
promoting as an affiliate as well.

Users can search for topics and either vote articles up or down.
By supporting an article, it will then appear higher and will
naturally get more traffic. As users continue voting on articles
and videos, reddit will start showing similar content that it
feels they will enjoys. It’s a great tool to let other people know
about your website.

Cost: Free
Turning Traffic Into Cash:
Traffic Type: Free Online Traffic
People use reddit to drive traffic to various sites. You can
Branch: Web 2.0 increase the amounts of views by voting for the respected
article, video, or site. You can write articles, create viral
videos, or come up with a product or service that can benefit
people. If more people vote you to the top of reddit, then
Helpful Resources: you can drive a lot of traffic. As an affiliate, find products
that are new to the market that are hot. Create an article
Elance: www.Elance.com or video, then give your affiliate link for people to go and
Outsource your article or video creation look at the actual product. If they buy, then you get the
commission. Traffic equals money.

Insider Journal | 11
21 MINUTE TRAFFIC

Traffic Checklist
How to Get Others to Spread Your Message Virally on Reddit

Traffic Checklist Don’t Forget to Add Reddit to Your Blog!:

Step 1: Create a New Account Since you’re already a member of Reddit, take a few minutes
to choose a button to put on your blog posts. This will make it
Go to http://www.reddit.com and click on the
easy for people who come by your blog through other traffic
register button at the top right hand corner. Once
channels to give you more votes on Reddit!
you create your account you will notice that your
username appears at the top of the screen.
Simply go to http://www.reddit.com/buttons/ and grab the
html code for the button you like best. Just take a look at the
variety of buttons you can choose from (you can even create
Step 2: Edit Your Preferences your own custom button if you feel ambitious)!

You can choose your language, add friends to

view reddit with only submissions from your
friends, use reddit.com/r/friends. You can change
your password and email, or delete your account
as well in preferences.

Step 3: Time to Search

At the top of the page you can enter keywords

in the search field, or click on: hot, new etc.- you
can save links and then vote either up or down
for a link.

You can click comments and read the comments

that people have. You can find other links in the
comments as well.

12 | February 2009 www.DotComSecrets.com

 Steps 1 and 4

Step 3, cont. STEP 2: Filling out the Registration Form

By clicking on the arrows you either add points

to the link or take away points. The help link at
the top of the page explains everything if you get
stuck.

Step 4: Post Your Own Link

Click on the post link at the top of the page, then

type in the URL of the content site that you want
people to visit.

Then enter a unique title that will grab people’s

attention. You can add a sub redirect if you would
like, put in the confirmation letters then click post.
It is now added to the reddit list, where people can
vote it up and down.

Step 5: Repeat Step 4

Once you’ve seen how easy it is to post one URL

on Reddit, submit more URLs. You can post the
URL to a blog post you’ve made, a video you’ve put
on YouTube or even the Squidoo lens you created
from last month’s issue of the DotCom Secrets
Journal!

Not only will this give users of Reddit the

opportunity to vote for your articles, videos and
blog posts, it will also give you a valuable, one-way
link to each URL you submit.

Insider Journal | 13
 21 MINUTE TRAFFIC

Email Marketing
How to Reach Thousands of Prospects With Other People’s Lists

Quick Facts:

Website: Sites and blogs within your niche

How Email Buying Works:
URL: Varies depending on your research
Email marketing is a powerful way of delivering a relevant
and specific niche
message to your target market. Your goal should be finding
websites and blogs that are complimentary to your product or Cost: Varies depending on the source
service. Ideally look for web content, products or services that
are used right before or immediately after your product or Traffic Type: Paid Online Traffic
service is consumed. The diet pill and supplement industry is
a classic example of this. They do a fantastic job of marketing Branch: CPM
to consumers of fitness products and services. Why? Because
diet pills or supplements are great compliments to the fitness
market, that’s why you’ll see banners on the fitness sites. Did
you know, in addition to banner ads, many of these sites and
Helpful Email Writing Hints:
blogs also email additional content to their visitors on a regular
basis? These emails are often referred to as “newsletters.”
Keep your message short

Strike curiosity in the reader - give them

Turning Traffic Into Cash: a little, then leave them hanging

It only takes a few minutes of researching a niche before you’ll find Include a call to action that sells the click
websites or blogs that have a decent subscriber base “list.” Once
you find one or two of these sites they are literally a goldmine! Be sure to provide multiple links to your
Website owners are constantly looking for new ways to provide squeeze or sales page
additional value to subscribers on their lists. This is where you
step in and turn email marketing into cash, even if you don’t
have your own email list. Now is the time to take advantage of
this relatively inexpensive way to use email marketing.

14 | February 2009 www.DotComSecrets.com

 Steps 1 and 2

Traffic Checklist STEP 2: Filling out the Registration Form

Step 1: Research

Use Google to find websites complimentary to

your product or service. For example, if you were
in the supplement or diet pill niche you could
search for “fitness programs.”

Step 2: Evaluate

Evaluate the websites that are displayed,

determine whether or not the website is building
a list (look for an opt-in box).

It’s important to note that not all websites use

standard opt-in boxes located above the fold. Be
sure to look over the entire homepage to locate
anything that may suggest a lead capture or
subscriber form. Also, notice that most of these
sites and blogs refer to their “list” as newsletter
subscribers.

Step 3: Find Contact Information

Locate the contact us or advertising links (usually

towards the bottom of the page). Just because you
don’t see advertising links doesn’t necessarily
mean a website is against advertising.

Many times these websites are looking for

additional ways to make money with their
site. Sometimes list owners aren’t aware of this
type of marketing and may very well be open
to a new opportunity depending on how you
position the offer.

Insider Journal | 15
 21 MINUTE TRAFFIC
Steps 3 and 5

STEP 2: Filling out the Registration Form

Step 4: Contact the Site Owner

Contact the website owner via email or submit

a form requesting more information about
advertising opportunities.

Step 5: Write Your Message

Draft and deliver your message. When writing

your copy, think of the email as more of a message
rather than advertising.

Remember, it is important to provide valuable

content to the subscriber list. Give them a little
and then provide a link in the content/newsletter
back to your site for additional information or to
order your product.

Step 6: “Squeeze” Your Traffic

Send traffic to a squeeze page. Personalize your

squeeze page and offer to reflect the site that your
visitor is coming from. This will boost overall
opt-in rates therefore building your own list at
the same time.

Step 7: Repeat

Once you have made one email list profitable,

start looking for more advertising opportunities.

Like any other paid traffic source, it is important

to always monitor your ROI so you can stretch
your advertising budget as far as possible.

16 | February 2009 www.DotComSecrets.com

 21 MINUTE TRAFFIC

Gather Guru
How “joining the conversation” can create traffic in 21 minutes

Quick Facts:

Website: Gather
How Gather Works:
URL: http://www.gather.com
Gather is a large community website where members can post
content, create groups, carry on conversations and more. Since
it is based on groups, it’s easy to find people who are interested
in virtually any topic - so interested, in fact, that they want to
talk about it all day long! Any Gather member can create a
new group, join public groups or get invitations to join private
groups. Gather rewards its members who are involved and
creating the most buzz with points that can be redeemed for
prizes. That’s just one more reason to get started by creating
your own Gather account today!

Cost: Free (plus you can earn rewards!)

Traffic Type: Free Online Traffic

Turning Traffic Into Cash:
Branch: Community
People are constantly asking questions, discussing events or
just talking about the topics that interest them on Gather.
In each of these scenarios, you can easily find ways to turn
Helpful Resources: your comments into traffic, then into cash.

By joining (and creating) groups related to your niche, you

Elance: www.AgentsOfValue.com
can become Gather’s “go-to” person for your industry. This
Hire a worker to complete this traffic system is powerful when you combine it with useful comments that
provide people with the information they are looking for.
The more you build your reputation on Gather, the more
people will listen to you.

Insider Journal | 17
 21 MINUTE TRAFFIC

Traffic Checklist
How “joining the conversation” can create traffic in 21 minutes

Traffic Checklist
Creating a Stir on Gather:
Step 1: Create an Account
Of course it depends on the groups you join, but there is one
Go to http://www.gather.com and click the “Get basic concept that applies broadly to Gather members - they
Started” button. Fill out the short form on the are there to find great content on the topics that interest them
following page and verify your email. Be sure to most. While making comments on other people’s posts can
choose a username that is relevant to your niche. generate traffic, the best way to create a buzz is by starting
your own conversation and getting other people to comment.
Here are some ground rules:
Step 2: Fill Out Your Profile
Do: Include links to your websites wherever they are
Take a few minutes to complete your profile. appropriate and add value to your posts.
This may not seem like an important step, but
when other Gather members look for people to Do: Provide information that people would be willing
invite to their groups, they’ll be looking at the to pay for. Once they see how great your posts are, they
information you’ve spotlighted. And they’ll be won’t be able to resists seeing what else you have on your
able to click a link to view your profile every time website.
you leave a comment. You can choose to include
your website in the “About Me” section. Don’t: Try to to sell your product directly. Remember, your
goal is to get traffic to your squeeze or sales page where
they’ll be able to see what you have to offer.
Step 3: Search for Groups
Don’t: Be afraid to be controversial and get people
Click on the “Groups” tab to start searching for debating.
people who are interested in your niche. You
can see a sampling of the 395 groups that came The best part is, the traffic you receive from Gather will
up when I searched for “photography!” It’s like start to increase naturally as people start recognizing and
finding a goldmine of forums in one spot! following you!

18 | February 2009 www.DotComSecrets.com

 Steps 1 and 3

Step 4: Join Groups

Once you’ve found some public groups that

interest you, click the “Join This Group” button
and you can immediately access their content.

Step 5: Start Posting

Make posts and comments in your groups, always

remembering to provide valuable information (see
“Creating a Stir on Gather” on page 18 for ideas
on what you should post).

Look specifically for people asking for product

recommendations but feel free to post on anything
and everything that interests you and has the
potential to get you more traffic!

Step 6: Create Your Own Group

Start your own group and build a following.

You can invite other members or allow people
to join on their own.

Consistently make new posts while your

membership is still small so people will keep
coming back and tell their friends.

Step 7: Be Consistent

Once you’ve gotten your first barrage of traffic,

continue posting and building your reputation.
The more quality posts you make, the more your
effort will build on itself. And don’t forget, getting
traffic from Gather can easily be outsourced!

Insider Journal | 19
20 | February 2009 www.DotComSecrets.com
Lined Up
with people who will

Success
push you towards

I
’m a sports fan, and as such, I believe there are some great
lessons we can learn from the world where athletes and teams
control their destinies. So, if you don’t consider yourself a
sports fan, or if you don’t follow sports at all, please forgive
me while I indulge in a small story that came out of professional
baseball last year.

Solid Hitting Advice

Back in June of 2008, I remember reading an article about
Alex Rodriguez of the New York Yankees baseball club. For
anyone who is not familiar with professional baseball, let me just
explain that Alex Rodriguez (also known as A-Rod) is currently
the highest paid player in the sport and is generally regarded as
one of its most talented players.
In the article, sports writer Tom Friend explains how Alex
Rodriguez sought out the game’s all-time hit leader (and
infamous gambling castaway), Pete Rose for hitting advice. The

©iStockphoto.com/Zsolt Nyulaszi Insider Journal | 21

 story goes on to explain how, over
the course of a couple of years, Pete
Rose was able to nudge A-Rod’s
game and help him produce one of
the best single offensive seasons of
his professional career.
What I find interesting about this
story is that A-Rod was well into an
already illustrious career before he
was able to contact and convince
Pete Rose to give him pointers on his
swing. Prior to that time, Alex had

I believe Alex realized two things early

on that set him apart from his peers
and many of us. First, we always
have something more to learn -
always. Second, it is difficult to teach
yourself something you don’t know.

gone through a myriad of different

hitting coaches from his early
childhood to high school and on to
the major leagues.
All of his coaches gave shape
to the talent that we now know as
“A-Rod.” However, none of them
were the “ultimate” hitting coach for
Mr. Rodriguez. Instead, they were
stepping stones that helped him
along the way.
Granted, for many of us sports something more to learn - always. Now, most of us can barely relate
fans, just making it to the big leagues Second, it is difficult to teach yourself to Alex Rodriguez’s sports career. I
would have been sufficient. But I something you don’t know. Knowing realize that. However, if you remove
believe Alex realized two things early this, Alex has constantly set out to the sports aspect from this, the
on that set him apart from his peers find others who can and will teach fundamentals remain true. In order
and many of us. First, we always have him how to get better. to be truly successful, we all have to

22 | February 2009 www.DotComSecrets.com ©iStockphoto.com/Zsolt Nyulaszi

rely on other people to coach, mentor, did. Fortunately for us, Russell has involved with DotCom Secrets for any
help and support us in our aspirations. set up a coaching program and has length of time, you’ve already heard
When it comes to starting an online trained a few elite coaches to teach this. The benefits of hiring freelancers
business, it is at least difficult and his system of making money on the for your projects are abundant,
time consuming to get things off the internet. including only paying for work on
ground on your own, not to mention I’ve had the good fortune of your project and not having to worry
the uncertainty involved with not working directly with these guys for about payroll, taxes, insurance, or any
hearing any feedback during the the past nine months and I can assure other benefits.
process. you they know what they are talking Some of the drawbacks include a
Many of these fears and concerns about. Their coaching sessions are limited ability to communicate (often
can be alleviated, as well as timelines customized to the student’s specific freelancers are not located in the same
shortened, by involving others in needs and are aimed at getting each part of the world and are awake at
your business. However, it is critical of their businesses up and running. At different hours than you), the risk of
to find the right people to bring in, the risk of sounding like a pitch for revealing upcoming projects to your
because you know what they say our coaching program, let me just say competitors (by posting them on public
about rotten apples… that they are worth every penny you sites such as Craigslist or Scriptlance),
might pay to participate with them. and the lack of full commitment on
your projects because their “skin isn’t
Coaches and Mentors in the game.” Understanding this
So, who are some of the people Employees and Outsourced should help you find the right mix of
you can turn to in getting your online Workers outsourcing and direct employees to
business up and running? To begin, Aside from coaches, who else help you run your business.
I might recommend finding a good can you get to help you with your
mentor or coach. Ideally, we would business? Well, the obvious answer is
be able to sit at Russell Brunson’s to hire some employees. Of course, Family and Friends
feet and have him take us by the this can be an expensive proposition, Beyond coaches, mentors, and
hand as we get our businesses up especially if you are just starting out employees, there are a few other
and running. Unfortunately, there is and don’t have a consistent cash flow people you contact that will have an
only one Russell Brunson and he is going just yet. impact on your business, for better or
extremely business running his own And this can become a distraction worse. One of the tougher crowds you
business. if you are not particularly skilled at will ever encounter is your immediate
I might argue that Russell is sort hiring or contracting benefits. Not to and extended family.
of like the Pete Rose of the Internet mention all the particulars of payroll I think it is fair to say that we all
Marketing world, but without that involved with employees, including have someone close to us who just
whole gambling scandal. He is the insurance, social security taxes, 401k’s doesn’t understand the whole internet
guy we would all like to have guiding and more. However, if you can afford marketing phenomena. It could be a
our businesses. But before we can it, having employees can be a real parent, spouse, child, or other distant
get to the point where we are truly benefit because you have someone relative. Regardless, they are the ones
coachable by the “master” himself, who is dedicated to your business. you will spend more time defending
we’ve all got to go through the Another alternative to hiring your business to than anyone else.
“stepping stones” of other coaches employees directly is to outsource your This is a challenge that could consume
and mentors just as Alex Rodriguez work to freelancers. If you’ve been another series of articles completely.

Insider Journal | 23
 My simple recommendation is to as though they are best friends. The other big names in the industry.
encourage their support of your reason behind this is that most of them They want to share their message
business and services because there is meet each other and communicate with as many people as will listen,
nothing better than having the support about their business in various so join in.
of your loved ones. Mastermind Sessions. The first thing
I realize this is much easier said to point out here is that they generally Group coaching sessions are a great
than done, but since all I can do is pay a significant sum of money for the way to not only get involved with
privilege of participating in your favorite internet marketing
the Mastermind Group (the “guru” but to meet others who are
To learn more on how you can get current rate for participation in the same place as you with their
in a Kennedy-Glazier business. If you can get into the
involvedintheDotComSecrets Mastermind group is $30,000 right group, your peers will lift you
Coaching or Mastermind per year). This cost is easily as you lift them and all will succeed
programs call 1.208.343.0995. justified by the business
improvement ideas that are
together.

generated by bringing so many Live Seminars are a phenomenal

“say” right now. One of the easiest successful people together. opportunity to get great information
ways to win over your family is to Of course, you will likely be invited from a variety of knowledgeable
take the time to show them the nuts to participate in such Mastermind people. Additionally, they present a
and bolts of your business. Most Groups after you reach a certain level unique opportunity to meet them
people tend to be skeptical of new of success. But what can you do to face to face and begin networking
business concepts and ideas, leading surround yourself with successful with them. Contacts made at
to disapproval. But once they know people prior to reaching the success of seminars can become valuable
and understand your business, their your dreams? Let me give you a few confidants and boost your business
attitudes generally reverse to glowing suggestions: toward success.
approval and encouragement.
Social networking sites such as After all I’ve said, let me just close
Facebook and Twitter are a great with this small reminder. Success is a
Successful Peers place to start “networking” with mindset more than anything. If you
The last group of people who will the successful people you admire. will simply refuse to accept failure in
impact the success of your business I know that Russell Brunson is your business, you will ultimately find
(beyond your customers, that is), is constantly updating his Twitter the winning formula that takes you
your group of peers. In order to be profile, and so are almost all of the further than you ever imagined. DCS
successful, one should surround
him or herself with other successful
people. - By Michael Loveridge, Director of DotCom Secrets Partnerships
If it sometimes feels like the
successful internet marketers are all Have a question or comment? Let us know what you think about this article by sending
part of this secret “club,” it’s probably an e-mail to editor@dotcomsecrets.com and you may be featured in an upcoming issue
because they all talk about each other of the DotCom Secrets Journal.

24 | February 2009 www.DotComSecrets.com

 How one DotCom Secrets
student discovered a 30-day
formula for personal wealth
and is using the internet to
spread his message across
the United States.
Left: Alex Navas enjoying some father-son
time reading. He started marketing online so
he could spend more time with his family.

W
hen Alex Navas started on
the road to entrepreneurship,
16 hour work days weren’t
what he had in mind. And
while the $50 million in mortgages he
generated through his two mortgage
companies meant he was able to make a
great income, he says the sacrifice of his
time with his wife, son and church was
too high a price. That’s when he decided to
make a big change and focus his marketing
Name: Alex Navas efforts on the internet.
It’s his example that shows that it’s not
Niche: Credit Repair just about finding an opportunity where you
can make a lot of money - but about finding
Website: www.CreditScoringSecretsRevealed.com
a system that allows you to live the kind of
Other Websites He Owns: MortgageMarketingInsiders.com, life you’ve always wanted. Alex has already
BloggingProfitSecretsExposed.com, and MarketerInTraining.com grabbed a chunk of online real estate (www.
is in the works! CreditScoringSecretsRevealed.com) and is
using it to help others become financially
DCS Member Level: Protege free by repairing their credit scores. We
Motto: With God, all things are possible! checked up on Alex to see if he’s sticking to
shorter work days and find out his secrets
Favorite Web Tool: Wordpress to success!

Insider Journal | 25
Q: Credit repair is a huge need right now especially,
but you’ve been in the industry for years. How did
you get started teaching people how to improve their
credit scores?:
A: I’ve been in the mortgage business since 2001. When I
began my mortgage career, I trusted that all my instructors
and owners of mortgage companies that I worked for knew
what they were teaching me about mortgages and credit. But
then something outrageous happened to my friends, who
happened to also be my clients in this situation. The credit
advice that I gave them, which I had been taught by “experts,”
actually brought their credit scores down by about 80 points
and cost them the opportunity to buy their first home!
Ever since then, I have been studying the truth about
credit and credit scores, and how powerful the right
information is for the bearer of the information. It can
literally put millions of dollars in a person’s hands without
much collateral. I’ve been teaching the right credit repair
strategies since about 2003.

Q: Of the thousands of clients you’ve helped restore

good credit to, is there one success story that sticks
out in your mind? Above: Alex Navas (right), his
A: Absolutely. There have been many memorable families wife (left) and son (center) on
that have success stories, but one in particular remains on a trip to Universal Studios in
my mind all the time. They were a recently married couple Florida. Traveling the world
who were looking to settle into their first home. Though with his family is part of Alex’s
the husband, Neto, was the only one working, his income vision board.
was sufficient to qualify for the home.
The problem was that he had credit issues several years
back and ultimately closed all of his accounts. The only Right: A mission trip to Burkina
thing that was on his credit was an old collection with a Faso, Africa to help churches
small balance. In fact, his credit report didn’t even have and an orphanage.
scores since there had been no recent activity on his credit.
On the other hand, his wife Lillian had stellar credit.
She had a 759 score and was rock solid. Her only problem
was that she didn’t work nor bring in any income.
They mentioned to me that they had already visited
other banks, but nothing was working out for them. That’s

26 | February 2009 www.DotComSecrets.com

 On Alex’s
Vision Board:
The motivators that make building a
successful online business that much
more worth it!:

Giving my family an amazing lifestyle

and the time to enjoy it with them

Visiting three new countries a year

with my family

Above: Alex (right) and his wife (left) on a family Being known as someone who meets
vacation in Cabo San Lucas, Mexico. people’s needs

Offering my time and wisdom to my

church

Teaching people how to leave a

prosperous spiritual, relational,
intellectual, and financial legacy

Having my toys like a custom built

home in Chicago, a Nissan Skyline, a
boat to cruise on Lake Michigan, and
a high end RV to take road trips with
my friends and family (with internet
connection of course)!

Insider Journal | 27
when my knowledge of credit kicked into high gear. I let my church and my time. I became a slave of them working
them know that it would take about 45 days, but they from 7 AM to 11 PM many days. After doing that for so
would indeed get into their new home. long, I came to the realization that I am working so hard
It took some creativity, but we managed to borrow her to provide my family with a great lifestyle without me in it!
good credit and easily establish two new lines of credit Something wasn’t adding up.
under his own credit profile, thus giving him a 676 credit And then I started learning about the power of the
score in under 30 days. That was more than enough to get internet to multiply my efforts one hundred fold. I was
Nito and Lillian into their first home. They were in absolute able to create a resource where people can learn from my
awe, and I was grateful that they didn’t give up like all the knowledge and experience without having me personally
other banks did to them! there. That’s the power of the internet. All the while, I am
able to make money helping people even as I sleep.
Working online is also the absolute best way to break
Q: How did you finally discover the five credit myths down boundaries and distance barriers between me and my
that you now teach your clients?: clients. I can help people from all around the world, not
A: It all comes back to trial and error. My friends’ bad just the Chicago land area.
home purchase experience was the just the tip of the
iceberg. It turns out that tens of thousands of people
have sought help from money managers and financial Q: What parts of your website have you outsourced
counselors only to find that their credit scores had fallen and do you have any advice for other business owners
from bad advice as well. who have too much to do and not enough time?:
I began to dive deep into what drives credit scores, A: The reality is that the only part that I’ve outsourced at
reading everything I could get my hands on, attending this point has been the graphics for the site. Knowing what
training whenever available, and spending hours upon I now know through the Protégé program, I would have
hours on the phone with credit resources that I used daily done far less. The thing is, since this was my first website
to conduct my mortgage practices. for profit, I made the harsh decision to do everything
I came to the conclusion that credit affected much myself. I figured I would need to do a run through at least
more than just mortgages, but also possible job placements, once to understand the DotCom Secrets way and be better
insurance rates, interest payments, available business credit. equipped to outsource on future projects.
So I began teaching these principles knowing that it would It was a great experience learning everything from
dramatically transform a person’s finances. scratch, but it did take longer than I expected.
The best advice that I can give business owners is to
start with a simple system first and take that a step at a
Q: What made you decide to transition from building time. What I mean is that entrepreneurs typically look at
two successful mortgage businesses offline, to the big picture and often become overwhelmed with all the
finding customers who need help repairing their parts of the puzzle.
credit online?: Well, what if your only task was to write your ebook or
A: I love people, business, and finances. The mortgage record your video. You would finish that much sooner and be
companies were great in all these areas. However, there was ready to move on to the next piece without the interruption
a hefty price to pay for creating success in them. Success in of having to get back to your product creation. So, take one
those businesses came at the sacrifice of my wife, my son, step at a time, and add more and improve over time.

28 | February 2009 www.DotComSecrets.com

Q: What recommendations do you have for other possibilities at once and ended up with a whole lot of half-
entrepreneurs who want to learn how to write done would-be goldmines.
effective copy?: The best way to approach business, especially an online
A: Just go for it. The truth is that I didn’t have any online business considering how inexpensive it is to get started, is
marketing experience before putting my Credit Scoring to focus on one product or project at a time and to bring it
Secrets Revealed ebook and site together. However, I through to completion. In business terms, the completion
know how to write letters to friends. That’s really all the point is when the business is making you profits! Once you
experience you need since you are writing it for just one hit that point, that’s a good time to automate it and move
person who you want to relate to like a friend. on to the next big thing.
However, its important to follow a general formula as
to what components are included in your sales copy. Here
are some of the most important components (forgive Q: If you could share the one principle you’ve learned
me if I miss any); headline, intro to the problem, your at DotCom Secrets that’s made the biggest impact
story, your solution, bullet points of benefits (remember, on your online business, what would it be?:
what’s in it for them), testimonials, the offer, added A: That’s hard to narrow down to one thing. However, I
value bonuses, guarantee, strong close with powerful call think that the most important principle I’ve learned has
to action (BUY NOW!) and scarcity, and a P.S. which been to be consistent with taking action. When I stop, so
restated the value, guarantee, bonuses, and/or scarcity. does my income. When I am consistent, so is my income.
Also, look at other good sales letters and ask yourself, Consistency is important for a thriving business.
“Does this convince me to buy?” If so, model after it. If you think that you’re going to be inconsistent one
week, plan out your inconsistency and do things ahead of
time. That way, it still gets done.
Q: What achievement in building your website are
you most proud of so far?:
A: My biggest achievement was the realization that anyone Q: Can you give us a hint at what’s coming up next for
can really make money on the internet. Before my first sale, CreditScoringSecretsRevealed.com?:
I found that it’s much easier to spend money in internet A: I’m definitely going to expand my product offerings.
marketing and online businesses than it was to make it. In For a while, I thought I overdid the offer compared to my
fact, I didn’t really believe it was possible. competitors that I didn’t know what to offer as a backend.
But when I made my first sale, I was like, “Wow, people So, I’m going to change the offer completely to give away a
do spend money on books they’ll never get in the mail!” free DVD with a trial to my membership, and have several
other offers including the course that I currently sell now,
as well as insider secrets audio program, and a home study
Q: What’s been the biggest hurdle you’ve had to course on finances and credit.
get over in building your business and what has I also want to provide tons of valuable content for free
motivated you to push through it?: to help people who really need it now. Finally, I plan to
A: My biggest hurdle in creating an online business has release some funny viral videos on what the limitations of a
been to pull back my own reigns. Since I love business, the bad credit score are… It’ll be fun! DCS
internet opened up a whole new medium for me to create
endless possibilities. However, I wanted to conquer all the Find more success stories at http://members.dotcomsecrets.com.

Insider Journal | 29
 ©iStockphoto.com
Whether you’re creating an ebook, video, audio Buy private label rights (PLR) products and
or a combination of these, putting the content reskin them. PLR products are easy to find
together can be one of the biggest hurdles. When and are generally much less expensive than
you’re trying to provide valuable content to your having original content created. You can get
customers, it makes sense that it “just takes time.” PLR products to resell for around $30 to $50.
That doesn’t mean you have to spend weeks, or Many people shy away from PLR products
even days trying to write your own ebook or record because they think they can’t find quality
a video. Here are some ideas that will help you get a content that will sell. The fact is, there are
jumpstart on your content creation. In fact, most of many well-written PLR ebooks available that
them can be done in less than an hour – turning one the owner simply didn’t know how to market
of the most time consuming tasks in the product properly. If you can find a unique hook to sell
development process into one of the fastest. a PLR ebook – do it!

Find some success stories. People love to hear

Text Products stories and hearing first-hand experiences is one
There’s more than one way to write a book, and of the best ways to learn a new concept. Ask five
thankfully many of them don’t have to include you to ten people who have used your products or
sitting behind a computer hammering out 100 pages are just interested in your niche to share personal
of text. Here are some other quick and easy ideas: anecdotes about the subject.

Write an outline and send it off to a ghostwriter.

You can expect to pay between $300 to $500 Audio Products
for a well written 75 to 100 page ebook. This Audio products are one of the fastest ways to
expense can be daunting, so if it’s not in your create content. You don’t have to have any fancy
budget, read on. power point slides or pages and pages of text. All

30 | February 2009 www.DotComSecrets.com

you need is some talking. But that doesn’t mean you don’t have the time or budget to spend on
you have to do all the talking yourself. Here are making a traditional ebook, audio or video. I just
some ideas: listed a few ideas here but there are dozens of ways
you can get your hands on quality content and do
Record an interview. I’ve recorded several it fast.
interviews with our students and it’s hands down If you think creatively, you’ll be able to create a
the easiest way to create content. Just write a list unique product that your customers won’t be able to
of questions (be sure to let your guru review it find anywhere else. And at the end of the day, it’s all
first) then start recording. about the value you provide to them.

Start a Group Discussion. If you have a group

of friends who know something about your Use it Again
niche, gather them all together for an expert Before closing, I want to talk about one more
panel discussion. Your customers will appreciate concept that will make creating products much
the variety of ideas that they’ll get by learning easier. It’s something Russell talks about all the
from several people at once. time, but I can’t ignore mentioning it again in an
article about fast content creation. We teach our
students to work once and profit from it over and
Video Products over again as much as possible. Product creation is
Like text, creating videos can quickly eat up your not exempt from that.
time. Here are some less time-intensive options to Once you have used any one or more of the ideas
help you create great videos: in this article to create content, don’t get sucked
into thinking you have to do the whole process over
Use Jing to record a series of short tutorials. and over again every time you want to release a new
Jing is a free program created by the same product. If it makes sense to reuse your content
company that made Camtasia. It records your then don’t hesitate to do it.
computer screen and your voice in five minute This can be as simple as repackaging the content
segments. What makes it especially quick is that in another medium (like taking an audio and
it provides a link with your embedded video. creating transcripts) or mixing some old content
You can use Jing to create software tutorials, a with something new that you’ve created.
series of short how-to videos or you teaching a Have fun creating your content and enriching
concept to power point slides. You can get Jing others’ lives while you do it! DCS
by going to www.JingProject.com.

Record an interview. This is just like recording - By Brittanie Byron, Editor

an audio interview but with the added element of
your computer screen. Just get a webinar service Have a question or comment? Let us know what you
like GoToWebinar.com and start recording. think about this article by sending an e-mail to editor@
dotcomsecrets.com and you may be featured in an
Don’t get stuck on content creation just because upcoming issue of the DotCom Secrets Journal.

Insider Journal | 31
 picture on page 33) gives you more space for graphics
and ads and will also dramatically reduce your postage
costs because it mails flat. Contact Nik Rodgers at
Idea Media for great bulk pricing on aspen mailers
and other DVD packages (1.866.326.3416 ext. 102).

Of course there are dozens of options so be creative and

have fun creating products! Answered by Brittanie Byron,
Your chance to sit down Editor for the DotCom Secrets Journal
with Russell Brunson and his team of
experts at DotCom Secrets!
Q: Pre-Launch Site Test
I finally finished creating my website, but I want to make
sure everything works correctly before I launch. How do I make
sure there are no bugs?
Q: On a Budget
I have footage for a DVD and want to create a physical A: Websites are not easily validated. I have been creating
version that I can sell to my customers but I don’t want to websites for 12 years and still at times I will have users
ship them out myself. What’s the best option for packaging complain that something isn’t working right. The first thing
and shipping DVDs on a low budget? to keep in mind is that you should always check the site first
and foremost in the browser that is used by the majority of
A: Lucky for us, the DVD replication industry is extremely your users. Based on stats over the past few years it will usually
competitive so there are several cost effective options, even be the current version of Internet Explorer (IE), although
if your budget is scarce. Here are my favorites: Firefox is coming up fast on changing that.
Here is a list of browsers that you should always
On Demand DVDs: Kunaki.com creates retail-ready check your site in: IE 7.x, FF 2.x, 3.x, Safari 3.x, and
DVDs and CDs at any quantity for one flat price - Chrome 1.x. Although Safari and Chrome are nowhere
$1.75. This price includes the disc, case, printed wrap, near as common as the others they are always good to
printed insert, assembly and shrink wrap! The best part at least make sure that they work. For the most part you
is, you don’t have to fork out any upfront costs. You can shouldn’t have a generic site that won’t function correctly
enter your customers’ addresses on Kunaki’s website as across all of them, but it isn’t common to see formatting
you receive orders and they will ship them for you the issues between them.
next business day. And whether you order one at a time There are two more things that you should always
or 500, the cost is always $1.75! remember with websites. First, always make sure that it works
for each user level. I can’t tell you how many times I check a
Bulk DVDs: If you are ready to order higher quantities site using the admin user and it all looks just fine, only to find
(1,000 or more), then you can cut costs even more by out then when I log in as a standard user that it is failing all
ordering bulk. You can order retail packaged DVDs over the place.
at a discount or you can explore other cost-saving And second, have a validate page. This is a page that isn’t
packaging options. For example, an aspen mailer (see part of the main site that will run through any of the system

32 | February 2009 www.DotComSecrets.com

checks on the site to make sure everything is working like it A: The most important factor of conversion is your offer.
should be. For instance this page will connect to the database If you have an offer nobody wants, then even the best
of the site, pull a couple images into it, and overall make sure copy will not be able to sell the offer. However, if you
that server side code is working. These pages usually only take have a great offer, then even mediocre copy can lead to
higher conversions. That’s the first thing
you should tinker around with.
The second thing you might need to
change is your headline. If you’re not getting
people’s attention with your headline, then
you need to devote more time to writing a
good headline than writing the actual body
copy. I usually write out 25 headlines before
I come across a couple I want to use.
I cannot emphasize this enough: the
headline is the MOST important part of
your copy and if it doesn’t reach out and

Aspen mailers like this are a great cost-

saving alternative to retail packaged DVDs.
You can save up to 75 percent on
postage costs alone!

grab your prospect, then the body copy will

not get read and you won’t get the sale.
Also, if you are not testing at least two
a few minutes to create and can even be password protected. headlines with your copy, then you’re leaving money
The main key with these types of pages is that you can in one on the table. The best part is it’s FREE to test - you
fell swoop make sure that everything for a site is working can do it with Google Optimizer (www.Google.com/
correctly without having to run through the entire site. websiteoptimizer). Answered by Kevin Hill, Copywriter
Answered by Stacy Haven, CTO

- Expert Access, the DotCom Secrets Team

Q: Bad Copy?
I launched my website and I am not getting any conversions. This is your chance to access the experts at DotCom Secrets with
Is there anything I can change in my copy to get more sales or your internet marketing questions. Just send an e-mail to editor@
should I just move on to another project? dotcomsecrets.com and it may be answered in an upcoming issue.

Insider Journal | 33
34 | February 2009 www.DotComSecrets.com ©iStockphoto.com/John Kounadeas
I
n this article, I am going to explicate the 12- are simply colored boxes inserted in the copy to call
month internet millionaire sales letter and what attention to certain text and graphics. We like putting
made it work. This letter was responsible for in Johnson boxes because they catch the attention of
over $1 million of sales about a year ago and “scanners” or people who will read the headline, scroll
still brings in plenty of sales today. I hope you read down, read the bullets and then check out the order
this article and get good ideas for your own sales page at the bottom to find out the price.
materials. Please refer to the original letter at http://
www.12monthinternetmillionaire.com/welcome.
html so you can follow along. Ready to go? Let’s get The Opening Of The Letter To The Exerpt of the
started! “12-Month Millionaire” Book
One of the hallmarks of a great sales letter is an
eye-popping introduction. The introduction for the 12
Headline and Vince’s Email To Russell Month Interent Millionaire is an adaptation from a
I will admit - I didn’t create the headline. Since John Carlton sales letter targeting investors:
Vince James sold us resale rights to his 12 Month
Millionaire book, we also had rights to the sales letter. Would you take wealth-building advice from a
We decided to use Vince’s headline because it was convicted felon?  Sounds like a silly question, doesn’t it?
extremely unique and a huge
curiosity builder. People
reading that headline in our
target market automatically

want to know how he did it

- and thus keep reading.
One more word about
having a unique headline. If
you read headlines for other “make money” products, Well, don’t make up your mind too quickly because I’ve got
they are similar to the following, “How I Made $343,343 a story to tell you that sounds like something out of “The
A Day Sitting On My Couch, etc.” This format has Godfather.”
been beaten to death in this ultra-competitive niche.
Fortunately, there aren’t any sales letters that talk about Since the tone of the letter is controversial (a
a convicted felon; therefore, one of the reasons this sales la the “convicted felon” reference in the headline) I
letter did well is because it had a unique story or “hook” decided to keep the tone “edgy” by having another
to it. This is probably the most important aspect of a “felon” reference and a reference to the movie “The
great sales letter because if you have a unique “angle” the Godfather.” The letter then gets right to the point by
copy literally writes itself. telling people what’s in it for them - and what they’re
Russell decided to put in the Johnson box going to discover when they read on.
containing the email he got from Vince. Johnson boxes The following paragraphs are another great

Insider Journal | 35
 element of this sales letter: letter is an actual exerpt from the “12
Month Millionaire” book. It helped
Now I’m sure your skeptical.  You’re to break up the text and gives people
probably wondering if what I’m going to a “sample” of what Vince James is
show you is going to get you in trouble like if the prospect isn’t familiar with
him. You can do the
same thing by offering
To view the sales letter featured a free chapter or a
go to http://
in this article small sample of your
product.
www.12MonthInternetMillionaire. Remember, people
com/Welcome.html. cannot touch or hold
your product like they
with the Mafia. Relax, I understand your can in a store, so everything you can
skepticism...and, rest assured, what I’m do to describe your product better
going to reveal to you is 100% LEGAL. would be great.
So if you suspend your skepticism and
read every single word of this message,
I’ll show you how I was able to use Gary Halbert’s Testimonial – Major
this ex-con’s secrets to LEGALLY earn Social Proof!
an extra $2,236,667 (that’s  OVER 2 Another great element of this
million dollars!) last year--even though sales letter is a testimonial from the
I had NO prior business experience, NO late marketing great Gary Halbert.
talent, and NO special education! The testimonial wasn’t praising the 12
Month Internet Millionaire, but was
One of the things I like to put praising the 12 Month Millionaire
in my letters is a paragraph that book - what most of the product was
empathizes with the prospect’s based on. One of the things that really ruins
skepticism. You need to remember Most people in marketing circles a sales letter is lack of proof. You can
that people don’t want to believe recognize Gary Halbert (and know he say the right things, but if you don’t
you when they read your letter. didn’t give testimonials out very often present your prospect with proof that
They’re looking for an “out” so they unless he believed in the product); you know what you’re talking about,
can go about their lives. When you therefore, his celebrity rubbed off on then you won’t make the sale. We
tell them, “Hey, I understand you’re the relatively unknown Vincent James. made sure we inserted a screenshot of
skeptical...” you’re speaking their Any kind of testimonial or celebrity Russell’s earning as he DOES make a
language. Because, in reality, they endorsement can work wonders for lot of money online thanks to Vince
ARE skeptical, and you’ll literally your conversion rate. James’ secrets.
read their minds. Thus, they’ll bond Now some people might say, “Hey,
with you. it’s easy to Photoshop these things!”
Another important aspect of the Screenshots of Russell’s Earnings And, unfortunately, there are some

36 | February 2009 www.DotComSecrets.com ©iStockphoto.com/John Kounadeas

unscrupulous marketers who do incomplete or interrupted tasks more a letter. Now these don’t have to be
that. But for the minority who’ll than completed tasks. People also commands that are whole sentences.
question the proof, the had an innate desire to complete They can be “embedded commands”
majority of people who interrupted tasks - if they didn’t, then in the middle of a sentence. Here is an
will see your sales letter there would be an unshakable “mental example from the letter:
will take the proof at tension” until they discovered the
face value and factor it in solution. It’s similar to a cliffhanger Now that I’ve shown you that “The
favorably when it comes to at the end of a TV show. We have to 12 Month Internet Millionaire” can give
making a buying decision. know what happened so we tune in you the same marketing ammunition
the next week! that allowed Vince James to earn enough
One more thing: It is important riches to live the good life (and make me
LOTS and lots of to have as many bullets as possible one of the internet marketing elite) - it’s
bullets! in your sales letter. You never know time for you to take action. 
It’s one thing what tidbit is going to push your
to write a sales letter prospect over the edge and get him In the exerpt above, “take action” is
that has a great headline and or her to buy! the embedded command that points
story. It’s another thing to people toward buying the product.
include teaser tidbits that It’s a little more subtle than coming
tease the reader - to the Exclusive Bonuses And A Strong out and saying, “Order Right NOW!”
point they have to buy the Call-To Action (although I do have several obvious
product so they can find One of the hallmarks of a great commands in the letter).
out these secrets. These sales letter includes great bonuses that If you go through the letter, you’ll
are called “bullets,” and I add to the value of the product. The notice several calls to actions such
made sure I had a couple 12 Month Internet Millionaire has a as “order today”, “order now” take
pages full of them in the sales couple great bonuses that add value. action” etc—either by themselves or
letter. It is always important to add a value embedded in sentences. I don’t want
Some of these were Vince’s bullets, to your bonuses so your prospects can to leave any question in my prospect’s
but most of them are mine. I listened “tally it up” in their heads the great mind what I want them to do!
to the entire six-hour interview to value they’re getting. In conclusion, these are several
get interesting factoids my target Further, the letter has a great call highlights of our million dollar “12
audience would be interested to to action. I like to put at least four Month Internet Millionaire” sales
discover. Then I had to convert every to five call to actions in a letter that letter. Feel free to “steal these secrets”
factoid into a “teaser bullet” that tells people specifically what to do in for your own promotions. DCS
would literally gnaw at the prospect’s
conscience and increase their chances
of buying. - By Kevin Hill, Copywriter for DotComSecrets.com
This is an excellent use of the
Zeigarnick effect. It was named after a Have a question or comment? Let us know what you think about this article by sending
Russian therapist (Bluma Ziegarnick) an e-mail to editor@dotcomsecrets.com and you may be featured in an upcoming issue
who found people remembered of the DotCom Secrets Journal.

Insider Journal | 37
 “Here’s Your Chance To Get 50% Off
Our Best-Selling Products So We Can Clear Extra Room For
MORE Cash-Siphoning Wealth-Building Materials!”
Russell here. And I want to give you a rare chance to take home several of my best-selling products for a FRACTION
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Affiliate Marketing Essentials
Affiliate Manager Brent Coppieter’s Toolkit for Finding Top Affiliates
Affiliate Marketing Essentials:
Free Affiliate Marketing Favorites: ClickBank.com: Worth Paying For:
Post your product and find great
Google.com: affiliates. Affiliate Elite:
It’s simple, but a good ‘ol Google You can steal a list of all of your
search is a great place to start to Archive.org: competitor’s affiliates!
find potential affiliates. The WayBack Machine on this site
archives snapshots of web pages
DomainTools.com: and lets you view them!
WhoIs domain search so you can
find contact info for affiliates.
To grab a copy of any of the products or
Alexa Toolbar:
View how much traffic other services you see featured in this section, go to:
websites are receiving. www.DotComSecretsRecommends.com

DotCom Secrets Recommends: (www.DotComSecretsRecommends.com)

Website Essentials: HTML Editing Software: Favorite Freebies:
Adobe Dreamweaver
Web Hosting: Kompozer Search Engine Marketing:
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Insider Journal | 39
Action Checklist
How to Start Cashing in on the Content in This Issue

Action Checklist:
Build Your Traffic Powerhouse by Finding Affiliates (page 4):

Research potential affiliates in your niche and make a list of 25 people you want on your affiliate “dream team.”
Recruit affiliates from this list by contacting them. Use one of the methods given on page 8 to contact them.
Train your “B” level affiliates by setting up a weekly webinar or teleseminar. Send an email to all your current affiliates.

Fast Traffic:

Follow the Reddit Revenue checklist on page 11. Follow the Email Marketing checklist on page 14.
Follow the Gather Guru checklist on page 17.

Become Your Own Copy Critic (page 34): Increase your sales conversions by writing a new sales letter or reviewing
one you already have with the following questions in mind:

Does your headline have a hook or a unique angle? Does it stand out from other headlines in your niche?
Is your opening controversial and do you have a paragraph that empathises with the reader’s skepticism?
Have you built any social proof through testimonials and do you have proof to back up your claims?
Do you have at least seven to ten bullets that point out the benefits (not to be confused with features) of your product?
Do you have a call to action that clearly tells your reader what you want them to do?

Line Yourself Up With the People Who Will Push for Your Success (page 21): While you have probably already
built many strong relationships, ask yourself the following questions:

Mentors and Coaches. What areas do I need more knowledge in to improve my business and where can I learn it?
Do my employees or outsourced workers have clear goals and the tools they need to achieve them? Do they have the
desire to see the projects they work on and the company as a whole succeed?
Do I spend time in forums or at marketing events to meet other entrepreneurs in my industry?
Have my family and friends had a chance to see my website and do they know what projects I am currently working on?
Once you’ve answered these questions, choose one or two relationships you’d like to improve by using the tips on
page 21.

40 | February 2009 www.DotComSecrets.com

“Are You Overwhelmed With The Content
In This Newsletter?”
Then you haven’t seen ANYTHING yet! If you haven’t already, then be
sure to login to the DotCom Secrets Membership Site for even MORE of my
closely-guarded marketing secrets! Inside you’ll discover:

• Over 100 past articles from every one of my marketing experts.

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• Exclusive Video Website Copy Critiques. Our copywriter Kevin Hill

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Go To: http://members.dotcomsecrets.com!
If you missed out on previous issues of the DotComSecrets newsletter, then here’s your
chance to score the biggest mother lode of wealth-building info EVER!

“Discover How You Can Get My “Too-Hot-To-

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You see, I get e-mails and letters every day from people like yourselves who get the DotCom
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next one arrives at their doorstep.

Well…something strange happened a

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bombarded with newer subscribers asking
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Well, at first I didn’t want to reveal this
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So I decided to take a year’s worth of newsletters, bind them up in an actual book, and give
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So if you want to get a hold of either Volume 1 or Volume 2 of the Apprentice Files (or BOTH
Cover Photo © iStockPhoto.com/Zsolt Nyulaszi

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