How to Get Your Sales Letters and Products Rocking, Rolling And Bringing In Cash By Creating and Following Simple Systems
  
 I start off the call chatting about a few topics and answering questions.  Then later, I launch into the official beginning and cover the topics for the day.
Recently I interviewed Ryan Deiss. He has membership sites in a whole bunch of niches, health especially, but he’s got a bunch of them, right? There are tons and tons and tons of membership sites in all kinds of niches. Now, not every niche will be willing to pay for it. When you initially do your niche research, that’s one of the things that you do. You just go in there to see if people are buying information products. But really, if there’s a market for information products and people are currently buying them, they’ll buy a membership site, at what price you don’t necessarily know but they will buy it. 
  
I only operate within internet marketing and it brings up a good point that I should explain because Ryan often brings it up in his sales letter. Frank Kern does it sometimes too. I operate in other niches and these other marketers, you know, they only sell internet marketing. The thing with me is I used to be a copywriter so I wrote for all kinds of stuff. I’ve been involved in marketing in a number of other industries. I have a niche that I plan to go into and it’s really just a function of time and how much you want to work. I’m 51 now. A lot of the guys in a bunch of the niches work, you know they may not act like they do but they work really long days, some of them have more staff than I want to carry, right? And they work a lot longer hours than I personally care to work. To me, 30 minutes a day is a good, strong workday. I’m like, “Wow, I did a lot today.” That’s my idea of a workday. You need 12-hour days to be able to operate in a bunch of niches and everything.   
So to continue that thought, now you can probably go into multiple niches. It’s not really my goal in life but if that was just your thing, you can go into multiple niches and probably keep the amount of time down by either going out and buying Private Label Rights (PLR) and then putting them into a membership site format where it releases the content weekly. 
  
You can go, you buy a whole bunch of PLR stuff, you drop it in there and you have it released weekly and you can probably run multiple niches doing that. Or like, my friend, Kirt Christiansen, he sells to the health market and he just sells a CD of the month as his continuity. So it’s an upfront ebook for about $17 and then he has his forced continuity for his health membership thing. But it’s not really a membership site, it’s just a CD of the month and his whole time investment is to send out a few emails, which we show in Promo Dashboard exactly the email that he sends. Then he interviews the people on the phone for like an hour, pops that over to a transcriptionist and the membership thing is done for that month. 
  
Woman: 
He interviews people in the health industry… 
  
Marlon: 
Yeah, what he does is, he sells highly specific products like, let’s just say, ‘How to get rid of toe fungus’ or something. Then when they buy that, if you’re interested in all these topics, and he has this whole list of health topics, he’ll say, “you need my CD of the month.” What he actually does is he gives them a free 30-day trial of it when they buy his little $17 or $27 or however much the ebooks are. So they get the first CD free and I think they get the sales pitch for it, and it’s basically all these hot bullets of all the stuff you’re going to learn. So he tries to take them from a highly specific health topic to a broader health topic, right? 
Does that answer your question on that? 
  
Woman: 
Yeah, I think so. 
  
Marlon: 
I’m not in different niches because I don’t want to work that hard. I’m happy in internet marketing. I have one other niche I want to go into and I’ll probably will when I get around to it. That’s about it. 
  
But does the model work in other niches? Yeah. Actually, you have to understand, the whole thing about it is that internet marketing is outside of internet marketing. It’s a straw man argument. A straw man means it’s not a real argument. Here’s why. Out of all the niches in the world you can market it, internet marketing is one of the hardest. Granted a whole lot of people buy in this market but it’s also one of the most competitive of people who are marketers. It also makes it one of the most difficult. 
  
There’s a guy I like who reminds me of when I was really young. When I was really young and I came into this industry, I had a lot of creative, innovative ideas other people hadn’t thought of. And he reminds me of that. He’s young, I don’t know his exact age but he’s young. He’s got really kind of innovative, interesting ideas because he comes in with fresh eyes. His name is Jason Fladlien. 
  
Not many people probably heard of him. Most of the products he sells aren’t very expensive yet. I mean, he’ll increase in prices as he develops his reputation, right? But my point on that is he has the coolest process and here’s the way it works. He goes into a lot of little niches just to make small amounts of money and the way he does is, he just goes pick a topic and he find some forums on it; he finds topics that has 5 or 6 forums. He’ll then go into the forums and find out what everyone is talking about. 
  
So what he does, he goes into the forums, and he just sees the problems everybody’s talking about. It takes him just 10 minutes doing that. Then he’ll literally write a report in a couple hours that’s 5 to 7 pages targeting one of the big problems everybody’s talking about using information he learned on the forum from people asking the questions. And he writes up a template sales letter that’s just the same one for everyone. It’s a very simple, most basic template that you could have for writing a sales letter possible and you can literally probably write one of those things in 30 minutes or an hour. 
  
But he used to convert at least 2% on a $7 report using a report he wrote in a very small amount of time with a sales letter he wrote very quickly just to see if there is life in that market, just to see if anybody will buy it, and if these people are buyers. It’s really a brilliant approach to it. 
  
So you can go into these markets, you can do it on a limited amount of time and there are lots of possibilities in markets out there where people are willing to pay money for information. But you just have to have the eyes to see it and, frankly, the energy, and that’s got to be what you wanted to do. 
  
But my point on that is, you see in these other markets you can throw up a sales letter you write in 30 minutes and convert 2%. You’re not going to do that in internet marketing in all likelihood. Other than maybe if you’re running a special offers in the Warriors Forum. But other than that, you’re going to have a really, really, really good sales letter. 
  
But in these niches, there are not too many marketers in there. You can go in there with something lazy and make money. So I always say the whole internet marketing versus non-internet marketing was a straw man. I mean, if you make money in internet marketing, you certainly make money outside of internet marketing because you have about 1/10 of the competitors and they know 1/10 as much about marketing. Does that make any sense? 
  
Woman: 
Yes. I just wanted to know if you have a preference on the model, which I don’t know much different it is. 
  
Marlon: 
Well, Ryan’s model is brilliant. Let me tell you what I like about Ryan’s model and then we’ll get in content for the call today. 
  
What I like about Ryan’s model is this - Ryan has a publisher model. Ryan’s in forex, Ryan’s in weight loss, and a couple other markets. And what he does is he partners with somebody that has the knowledge and he splits the profits with him. So they produce the content and he produces the marketing. He doesn’t have to produce any content and he can get somebody with a lot of expertise. 
  
Like his guy in forex has his own software. The guy is really awesome and Ryan doesn’t have to do anything. All he had to do was the marketing but it was substantial because forex is a highly competitive market. There’s a lot of money in it but it’s also a highly competitive market so Ryan goes in and does fairly sophisticated media buying on banners and stuff like that. The point is, he’s not producing content, somebody else is and he’s just splitting the money. That’s a really great model. 
  
He also has everything down in terms of doing forced continuity. He has all the systems down so if I wanted to do a forced continuity model, I would buy Ryan’s course. I believe that model, as far as I know, is the best course out there. Probably hands down. I think there’s only probably a couple and this would be the most in-depth and if you know how Brian and Perry are, they’re almost obsessive about their content and the quality of their content. 
OFFICIAL BEGINNING OF CALL
All right, let’s go ahead into the call ladies and gentlemen. This is Marlon Sanders, this is the ATeam Call. 
  
A couple of you are new and I realize that so I’m going to come back after I talk a little bit; I’ll come back and I’ll talk to you individually and I’ll see if you have any sticking points, and see if we can give you some help today. 
  
But I just want to talk to you about, and it’s actually an extension of what I was just discussing, about really getting things moving and not getting stuck; getting things moving, getting things going. I just mentioned these guys who are young in internet marketing like I was at one time and I think it’s a really brilliant approach. 
Secrets of Cranking Out Sales Letters Quickly
You just take a basic sales letter template and you learn to write sales letters and get them out the door. They’re not world-class sales letters, you’re not going to be confused with Gary Halbert or John Carlton anytime soon or Clayton Makepeace but you’ll get the letter out the door and it’s good enough to convert. And you can do that literally once you get a template, you learn how to follow a template, and you can probably write a letter like that in an hour. It’s a headline, a first paragraph, a story telling how you discovered the secret or that sort of thing, some sort of story usually helps draw people in, and then its benefits, features, price, the reason the price is a bargain, and the reason to act today. That’s the basic outline of a sales letter. 
  
Here’s a shortcut Jason came up with and you all can do this on your own. He actually did it for you, by the way. Halbertswipefile.com – he took some of the most famous Gary Halbert letters, put the headlines in a text file, first paragraphs in a text file, bullets in a text file, and I think a couple other things in text file. So you can literally write a letter by opening up the headlines, picking the headline, pick first paragraph, write your own story, pick some bullets, guarantee, price, and so forth, and then you rewrite those. You can’t just steal someone’s copy. Gary Halbert had a headline ‘How to collect social security at any age.’ So your headline would be ‘How to blah blah blah at any age.’  The concept is you use these as templates. 
So the idea is you get some really good sales letters. I just did this recently. I went and found some John Carlton sales letters online. I believe they’re at ohpdirect.com/product.php, if I recall, but I know they’re from ohpdirect.com. In Google you can do site: and then a domain name, like ohpdirect.com and it will give you all the pages on that domain so that’s an easy way if you get a wrong URL and you want to find the page. You just go to Google, type in site: the domain name, and you can see all the pages and you can typically find what it is that you’re looking for that way. 
  
So anyway, all I did is I took these John Carlton sales letters and I copied a whole bunch of the headlines, I stuck them with text files, copied the whole bunch of the first 3, 4, 5, 6 opening paragraphs, put those in a text file, copied the bullet points in the text file, price and guarantee, value justification in a text file and then usually John, and I’ll talk in a second about the format of John’s letters but, John usually puts his special bonus for acting now on the P.S. Again, if you’re on this call and you’re new, these are new concepts to you so I’ll come back and see if you have some questions. I’ll try to make this simple enough that it’s actionable for you. 
  
The concept of either writing sales letters may be new to you at first and so there is a bit of a learning curve. So that’s what I did. I took these sales letters so now I have a text file for headlines, bullets, and guarantees. So there am I writing a sales letter if I just want to bang something out. Frankly I do this off the top of my head. I really don’t need this but it’s so convenient sometimes if you want some ideas. 
  
Maybe you’re a little stale on the concept for a sales letter. I can open up the text file with Gary Halbert or John Carlton headlines or whoever’s headlines or some of the best headlines I’ve found, even headlines from my own sales letters. You skim through there, “Oh this looks good. I could use that.” Maybe you have some opening paragraphs that kind of grab you and you’re like, “Oh, this kind of works here,” and you throw those into a document then you just go in and rewrite them so you’re not starting from scratch. Same way on bullets. You can take somebody else’s bullets and rewrite them for your own stuff. 
  
My point on this is that you get these things moving and you don’t have to be perfect at this when you’re starting out. You need to learn how to create product in a day and not 3 months. Literally. You can write a 7 or a 10-page report or product, frankly, in probably a few hours with some practice. If it’s your first one, maybe a day. And you can create a 5 or 10-page report, sell it for $7 and at least you’re out selling something. At least the whole idea of internet marketing isn’t some ethereal concept that you feel you can never do. At least at that point it becomes something that, “Oh this is real. I’m actually getting money for something.” 
  
My encouragement to all of you is before you get out there and you’re trying to sell something for $100, $200, $500, get out there, produce something that’s a report and do it in a day or a video, you can do Camtasia videos, in a short period of time. 
  
What Robert Plank does, I think he’s doing some stuff with Jason, is he has a brilliant idea. You take an article that you’ve written, put the points from the article and copy and paste the sentences on there on a PowerPoint slide, brush them up a little bit, now you can record that, actually read the article, or just narrate it as a PowerPoint. Now you have a little video. You can create information products that way. 
  
Or one of the best ways is if you’re talking about stuff on the web, you can just fire up Camtasia, go to different websites and talk about them. Creating your bullet points and so forth, PowerPoint slides, you fire up Camtasia or if you don’t have the money, CamStudio is free. Fire up CamStudio, record it as you talk through the PowerPoint slides just like a presentation, and you have a product. 
  
Now you may only be selling that for $17 or $27, but you got something that you can sell and take everything out of the world of theory and puts it in the world of “Wow, I can really make some money at this and this thing is real and this really works.” Then when you do enough of those simple sales letters, you get a little more comfortable with writing and then you can make them a little bit more complex. 
  
I talked about John Carlton - John Carlton has a formula where he has 2 basic headlines. One headline is just the instant results where whatever it is, like for example, ‘you’re going to improve your golf swing and it’s going to be really, really fast.’ And he tells a story and he usually has a star or often does, and I’ll give you an example of that in a second. Then he goes in and he talks about how great this person is and why he’s qualified, and then some bullet points, not a whole lot of bullet points, then a price, a guarantee, and then in the P.S. some bonus report or audio or something for acting now. That’s really it. 
  
These are pretty simple letters and you need to learn how to do this because if you start with some simple things that you can actually get done in a day or two or 3 days, and not these 6-week product creation cycles that are longer, you’re going to get comfortable with the process. 
  
Maybe you’ll only make $1,000 or $2,000 or something selling it but you get started, you get it cranking, you get it going. And you improve. You improve the process. I don’t know if that helps or not but I really think people just get stuck reading reading reading reading, learning learning learning learning, and trying to do the perfect whatever right off the bat. My philosophy was always get it out there, see if it sells, and if it sells you can always improve it. You can always make it better if it sells. The problem is you spend 6 months on something and it doesn’t sell at all, now you’ve wasted 6 months on something that didn’t sell, and that just was a waste. 
  
The idea is you get it out there - a concept or an idea out there, go into a niche or a market, get something created, see if it’ll sell, see if people will spend money for just the idea or the concept, even if it’s just $7 or $20 or $27. And then if they will, you could improve it. You can make it better. 
  
So let me read you a few headlines here that I got from John Carlton. So I just opened up my headline swipe file here and I’ll read you a couple of these. I told you, John Carlton will use this oftentimes at instant results. So let me give you a couple examples of these. 
  
In Just One Hour You Can Now Learn The Long-Lost (Blank) “Money Zone” Secrets (in this case it’s Pirated) That Still Scare Pro Golfers To Death... For FREE If You Want! 
  
The way that you would adjust that to this product is: 
  
In Just One Hour You Can Now Learn The (Blank) Secrets That Still (Blank)… For Free If You Want. 
  
You see, you can kind of adapt that. Then I’ve got the little first paragraph. Here’s what I copied for the opening of it. 
Dear Fellow Golf Nut, 
If you enjoy a good mystery story, you’re gonna love this. 
Now, you can use a basic sentence like that for any sales letter. 
If you enjoy a good (blank) then here’s something you really want to know. 
And the he says, “It involves ‘lost’ secrets.” John Carlton really believed that when you’re selling information products, you’re really selling secrets. 
It involves “lost” secrets that the old-time legends of golf (like Ben Hogan) exploited to become the best golfers on the planet... a life-threatening storm that nearly cost me my business... a dark and scary corner of an ancient warehouse... and a lost fortune in cash. Also, this story involves you... in a way you’d never suspect in a million years. 
Then he says, “Here’s the story,” and then he goes into a story. That’s a typical John Carlton letter. 
Here’s another instant results headline: 
If You've Got 19 Minutes Before You Head Out To Play Your Next Round Of Golf... I Will Show You How To Knock 10 Strokes Off Your Score. It's Simple, It's Easy, And I Guarantee It Will Work For You... Or I'll Pay You $10! 
Now, you may go, “That’s not going to work in my market,” and it may not. But you get the idea. The idea is that you’re portraying something that people can get the result relatively fast because most people are kind of lazy. Everybody wants a faster result. 
Now, John Carlton also uses the contradiction. When somebody, like, the person that’s handicapped should never be able to do something does something, because they possess the secret other people don’t have. Here’s a great example. 
How In-The-Heck Does This 130-Pount ‘Old-Geezer’ Consistently Hit Super Accurate 300+ Yard Drives While Humiliating Younger… Stronger… More Skilled Golfers? 
There’s an example of a contradiction, like, a 130-Pound ‘Old-Geezer’ shouldn’t be able to hit 300-yard drives that blow away younger golfers, right? 
Now, that’s a pretty high-skill level to me, writing headlines like that. I’m selling a product now, Overcoming Overwhelm, and I’m probably going to rewrite my sales letter to make it more instant result because there is an instant result. I can show someone, once you have the understanding and once you have the knowledge and the basis for it, once you have that, then I can show somebody a very simple process to follow and after 11 or 12 minutes they will not feel overwhelmed. I can show them how to do that, and that’s real. I could do that on a webinar and have people actually do it, stop the webinar, come back, and see how people feel 11 minutes later. It’s an awesome process. So anyway, I’m probably going to change my sales letter to go more for an instant result. We’ll see. 
That’s about writing sales letters. 
Secrets of Writing Ebooks Fast
Now, let’s talk about writing ebooks. This guy I was telling you about, Jason, also did this same thing with ebooks. He just came out with an outline for writing a 5 or 10-page report and then just followed that outline for every report. Now, you’re not going for world-class here. What you’re going for is speed. 
I want to tell you how I’m applying this to my own business. So this week we launched the Overwhelm product. This is not a product I’m trying to get some big mega homerun; this is more like a bread and butter cash flow type of product. So I didn’t try to write a world-class sales letter and if you go to marlonsnews.com/overwhelm, you’ll see the sales letter. The sales letter is just exactly what I’m telling you about right here. 
Probably that sales letter took me an hour to write. And I had Danny, who’s my graphic designer, get the design and it probably took him 3 or 4 hours to do the design on the site. So here’s how I want to apply this – I told Danny that what I wanted to do is want to get a page format like this and I want to have great text already where the bullets are, with the little graphics for the bullets already in there, the headline already in the right font, order buttons already on there that say Add To Cart. 
What I want is this page already kind of done so that I when I want to write a sales letter in an hour and I want to throw that thing out there, I’m kind of like a bread and butter type of product. It didn’t take 4 hours to do the graphic design on it, or 8 hours or 2 days or a week. It takes about 3o minutes or an hour. 
So this is the concept of having some things ready so that you can just get some stuff done. The same thing applies to research where you can have a little process for doing research where you just do the same process each time. 
You see if there are 5 forums on a topic in a niche, you go in, you skim through all the subject lines in the forum posts, looking for problems or looking for things that people really want to know how to do, you can sort the threads in the forum by number of views, number of posts, you could see the hot topics, you can literally go through there, find the questions, compile the list of questions in a text file, compile the answers, then go through and just rewrite the whole thing up into a report following just a cookie-cutter format for doing  a report. 
So for example, a report could have, say, I’m going to have 6 chapters because it’s going to be 10 pages long, and for each chapter, I’m going to have 2 or 3 paragraphs talking about the problem and then 2 or 3 paragraphs talking about the solution. You just get some kind of format that really kind of works for you, right? You find a report that you like and you ask what format did they use, and how did they do this. And you get a little cookie-cutter format down, and you can go in there and you can crank out a report, maybe it takes a day or two, and you can write your sales letter and you have a template format for writing your sales letter so that maybe takes you an hour, 2 hours, 3 hours. But basically, in 2,3, or 4 days, you have something up and out to see if the thing is going to sell. 
Now, where are you going to get the traffic from? If it’s a forum you can usually buy banner ads in the forum or if Google’s in the forum, you can site target. Google has a thing called Site Targeting where you can buy a banner ad specifically on that URL. So you can buy a Site Targeted banner or a lot of times the forums will have banners there and you can just contact the owner and buy a banner in the forum. So that’s how you’re going to sell this report initially. Just to see if anybody in this market is willing to spend for it. 
A lot of niches also have ezines. You can buy an ad at any ezine. They have blogs, so you can buy an ad in a blog or even contact blog owners and tell them there’s a new solution available here. You can use the Twitter methods that they have now for developing a list of Twitter followers in a niche. Whether you use software to do that, I think twitteradder.com is one, or you do it manually where you go and follow people and then about 25% of them will follow you back. So you can do it that way and put the report out on Twitter to a niche. 
My point is you get a little process together and you get things moving and you get some momentum going versus just being stuck forever in a paralysis of analysis. I don’t think it’s a complicated business. 
What I don’t kind of get is this – I will hear people say things like, we have this in my blog, and God bless the person because the person was sincere and I understand and I felt for them, but they said, I’ve spent a ton of money and I’ve been in internet marketing for 5 years, and I’m not making a dime yet. This sucks. This blows.” I didn’t want to be mean or rude and fire back, “Okay, how many products have you created? How many sales letters have you written, how many niches have you tested, and what’s your production been?” 
Because really, what it comes down to is you really won’t have money if you’re not selling anything, and if you’re not selling anything, you probably haven’t created products and tested them in different niches. Because there are a lot of niches out there that buy stuff and all you have to do is open your eyes and see niches where people have a high interest in information or willing to spend money for it. Find out their problems and the things that they really want, put together a USP, a unique selling proposition for you newbies - that’s what makes you different or your information a little bit different. If all these people have these problems though and are talking about these things, you probably don’t even have a USP. 
All you have to do is announce, you have problems, I have solutions. Here it is. Here’s little bit the story. Here’s the bullet point. Here’s the guarantee. Here’s the reason to act today. Boom. Done. Really simple sales letter. If you go to 7dollaroffers.com or just go to Google and type ‘$7 reports’ – there’s a whole website that just sells reports that are $7. You can go in there and read those sales letters. They’re very simple sales letters. 
Basically, all you have to do to sell a report for $7 is you need to have about 15 or 20 bullet points of what they’re going to learn. And you need a good headline, a nice little opening paragraph, which I just showed you that you could learn to do by studying good sales letters, and a bunch of bullet points, a guarantee, and some reason, some extra bonus they get for acting today. That’s it. That’s all it takes to sell something for $7. 
You might say, “Oh, I want to get rich, $7 won’t do it.” Well, you get there one step at a time. First you have to learn to write basic reports. I think I’ve made an error over the years by making people feel like they had to do long ebooks, really complicated sales processes and big products when I’m talking about square 8 and I haven’t been to square 1 yet. You have to go to square 1 before you go to square 2. 
The Message Of This Call Is To Get Things Templated
Down To a Simple Process
The message of this call is getting some templates, getting stuff templated, just following a simple process, testing and getting something selling to validate the concept of internet marketing to yourself. You should never, ever be in the position of saying “I’ve been in internet marketing for 3 years or 5 years and haven’t made any money.” 
For one reason, most everybody who says that have never created one product of their own. They’ve tried selling affiliate products probably in a highly competitive niche like internet marketing or weight loss or forex. There’s a lot of money there but they’re not really for newbies. 
Question and Answer Time
Now I’m going to bring you off of mute. We don’t have a lot of people on this call so if you do have a question or a comment, I’m here to serve you and to try to help you get something going. Now, if you’re on the call and you’re advanced, this is a call for you, too because I still need this in my own business. Really, when I kind of heard about this concept, you know what we don’t have a smooth process where I can bang out a product in one hour and throw the sales letter up there with a nice looking graphic design in an hour. We don’t have it and we need it. So even if you’re advanced this probably applies to you. 
So let me bring this off mute for your questions or comments. Okay, who has a question or comment on what I just talked about? Anyone? 
Cullen, what did you think of what I just said? 
Cullen: 
I think it was actually great. You kind of got me out of my stumbling block of what was stopping me because I just wanted to perfect my product so much that I didn’t want to have anybody coming back and go, “Well, it’s not worth the $24 that I paid for it.” 
  
Marlon:
Good gosh, it’s $24 and you’re worried about that? Here’s the thing, it may not sell. Nobody may buy it. Before you really try to perfect the sucker, find out if anyone’s going to buy it. 
  
Cullen: 
Well, it had been selling in bookstores and through Amazon and we put up our own website with. A couple of weeks ago you gave me some tips on getting some new website design and I haven’t run that down yet. 
  
Marlon: 
Well then you’re in a good space but you do see what I’m talking about. This also applies to backend products. Let’s say you want to create a backend product for it. Come up with an idea, throw it out there to existing customers or buyers and see if it sells. If it does, you can always improve it, make it bigger, make it better, comp the improved version to the people who already bought it. If you put it out there nobody really buys it or you didn’t think it was that great, then maybe the few people who did buy it, you just comp your next product to them. I mean it’s really not any big issue. 
  
Marge, what did you have to say or think about this? 
  
Marge: 
Well, I totally agree with the concepts you’ve been bringing out the last couple of weeks on simple is better and get focused on one thing. I admit focus is the most difficult for me because I can do all kinds of the creative thinking and I think the answer for me is going to be to get to the point where I can outsource so I can throw all the multitasking to someone else and I can continue to create. 
  
Marlon:
Well, really, so you’re project should be finding your outsourcer, Marge. Did you get John Jonas’ course yet? 
  
Marge: 
No, but it’s on the list. 
  
Marlon: 
Okay, well when you do get it, follow his system. My staff is doing John’s system today. Now let me share with you what happens. Last week we thought we found a great person, we told him to start work but the guy didn’t show up. And then I contacted him later and he said he’s sick. So then we found another guy who seemed to want to work for us and we said we wanted to try on a one-week trial and the guy’s like, “Well, it depends on what you’re going to dump on me in one week and it would be $200.” He didn’t get hired. 
  
Maybe my employee had an issue, I don’t know if he did or not, I’m asking him to send me the email, maybe our communications weren’t good, and after two times in a row, I’m kind of questioning that whether our communications were good and appropriate. I’m going to look farther at that process. But my point is, you get going with this and you just learn along the way. 
  
The first person or two you may get, like what Mike Paetzold said on the last call, he already hired someone, kind of like the first person he found. We’ve gone through a couple of people that hadn’t worked out. We will find someone. So that’s really my feedback to you on that. 
  
Marge:
Do you think that those people are being bombarded because of his program, all of a sudden so they’re being more choosy? 
  
Marlon: 
Let me explain something. This is the Philippines. My girlfriend used to live in the Philippines. She’s actually going to Syria now, which just tears me up for a job because in the Philippines all she can earn is $60 a month working 12 hours a day at a sales job. The average person in the Philippines probably has at least a Bachelor’s Degree and a lot of them have Masters Degrees. They’re a very educated society but they don’t have jobs. Now, once we get enough internet marketers out there that basically hire the whole country of the Philippines, then yeah, maybe that will be an issue. 
  
Right now, they have thousands and thousands and thousands of people who have Bachelors Degrees and Masters Degrees, many of whom can use the internet at least at decent level and are educated on products like Microsoft Word and Excel and so forth. They just can’t get jobs at all. 
  
So, I’m really not concerned about it in other words. Like, maybe there are some people out there making offers or even a lot of people but it’s a really big country. And there are a whole lot of people with really good skills that don’t have jobs. 
  
Marge: 
So the best thing is to do would be to just ask good questions to try to get that decent person? 
  
Marlon: 
No, just go out there and do it. It isn’t a question of asking good questions, it’s just the question of doing it. Well, I don’t care what you do. There’s a learning curve and I don’t care what you do. It usually doesn’t work at first. Like, pick anything – riding a bike. I crashed my first time over a cement wall. Maybe there are too many people riding bikes. Maybe I shouldn’t be riding one. The problem was I need to learn what I was doing. 
  
Marge: 
Well, see most of you guys have at least the basic though in technology and everything so you would know whether your guy is doing a good job or not and I don’t. I mean I would totally be at their mercy. 
  
Marlon: 
You’re not at their mercy. Seriously, you’re not. I don’t know how to explain this other than you go out there and you do what you don’t know how to do. You just go out there and you learn as you go. Believe me, if they don’t know what they’re doing or something, you’ll figure it out sooner or later. It won’t take too long before stuff don’t work, trust me on this one. 
  
And the other good thing is if you really can’t do much yourself, then anybody you get is going to seem pretty good to you. I mean, when I originally got Lisa 7 years ago, she did a drop shadow in Photoshop and I thought it was the greatest thing in the world. Now a drop shadow in Photoshop is like the simplest thing you can learn to do and it takes all of 5 seconds but since I couldn’t do it, I thought it was the greatest thing in the world. I think we put drop shadows on everything. 
  
So you just do it, Marge. You just don’t worry about it. Just go out there, find the best person that you know how to find, move forward with it. If it doesn’t work out you’ll find out sooner or later, and you’ll be more educated that point to pick the next person. 
  
Marge:
Okay, one more question I have on the membership sites. A lot of people are using the aMember - is that a monthly as well as the initial set up? 
  
Marlon: 
No, one-time fee. It’s also called open source, which is why people use it. I don’t recommend you do your own modifications. We used to but the problem is when they come out with upgrades, then it’ll destroy a lot of your modifications. So we don’t modify it anymore. We just use it off the rack. But it does have a lot of plug-ins to it and we install plug-ins that make different things work. 
  
Marge:
And there’s a new one coming out, is it? I can’t remember if it’s make a wish or something like that, but it’s supposed to be a plug-in for… 
  
Marlon: 
Membership Site with WordPress, yeah. 
  
Marge: 
Yeah, it’s supposed to be a plug-in for WordPress. What do you think about that? 
  
Marlon:
I’ve heard some people using it. I wasn’t really sure what it did or the purpose. What I remembered is just password protect stuff. Basically, it’s a membership thing. So once they log in, you have WordPress. They log in and then they go to the blog where you have whatever the information is and it’s like a product so the only people that have access to that folder or directory is the people who bought it. So I’m not sure. I believe Tracy Childers, who I know and is a really sharp guy, did that product you’re talking about and if Tracy did it, then it’s probably really good because Tracy’s a really great guy and really competent, really knows what he’s doing. I haven’t looked at the features list on it. 
  
But let me say this, you’re overcomplicating stuff. Let me explain. Ryan made probably $2-$3 million selling forex memberships before he had a site that was password protected. Literally, they bought and went to a forum for aMember where they entered their username and password. 
  
Marge:
And anybody could have gotten in. 
  
Marlon:
Anybody could have gone there, anyone. It was not password protected. And the funny thing is when they stopped paying, you would say, “Well, aren’t they going to stop paying and then keep accessing it?” He actually did some research on it and they have like all of one person who did that. 
  
Now I probably wouldn’t try that in the **** (0:44:49) market or internet marketing but in some other market, I wouldn’t worry about it. And again, here’s the thing - once money’s coming in the door, once something’s selling and you have money coming in the door, you can fix a lot of problems with money. But whether the thing is password protected or sophisticated or not, all that stuff, you worry about once you’re making sales, once money’s coming in. The real deal is just get the money coming in and then you could hire the people to fix the other crap. I mean, I personally couldn’t even believe Ryan was selling memberships to a thing that like, basically wasn’t password protected. I’m like, “Dude you really did that?” and he’s like, “Yeah.” 
  
Marge:
And it was funny because he emailed back to the guy and said, “Yeah, I have to have my tech people check into that,” and he said we had no tech people. 
  
Marlon: 
Yeah, so he has tech people now but Ryan still has sites in niches that are that way; still has some sites set up that way. He likes to keep things simple so he doesn’t really care if people rip him off. He honestly doesn’t care. Because they’re not going to keep buying on the backend anyway so they’re not good customers, so to him he just doesn’t care. He cares about the people who are going to be good customers and keep buying. 
  
Marge:
Okay, thanks.  
  
Marlon:
Just don’t overcomplicate it. Your number one job is to find out if anybody is going to buy this thing; can you get sales coming in the door. That’s THE number one thing in marketing. Which is the hard part, by the way. The easy part’s the tech stuff. Why? Because you can go on oDesk.com or rentacoder.com or Craigslist.com and find a million people in the world willing to do tech stuff for you, a lot of them for cheap. But making the sale that’s the challenge, figuring out how you’re going to get customers and having a process to get people to buy, that’s really the hard part and that’s what you have to spend your energy focusing on. 
  
All right, who else has a comment or a question about this, or a stuck point? Does it mean something to you? Jim, what do you think about this? Are you still on, Jim? Jim Fortune from Colorado Springs? 
  
Cullen: 
aMembers is the site that you said is a one-time versus membership fee? 
Marlon: 
Yes, that’s correct. It’s a one-time fee. 
  
Cullen: 
I’m going to do that versus the membership fee. I didn’t get the technical support that I needed from that one. I like the interface of the one that you have. 
  
Marlon: 
It’s okay. There are things that I don’t like. I’m not going to say it’s perfect but it’s functional and it’s affordable. There are more sophisticated solutions out there that I think are better if you’re going to scale up, but till you know that you have a lot of money coming in the door and all of that, aMembers is good enough. Pretty good. 
  
Cullen: 
So what do you think of members fee? 
  
Marlon: 
I don’t even know members fee. The one I know about that’s pretty robust is Mark Goldman’s one, and I don’t remember the name off the top of my head but Sean Casey has 10,000 people in it. It has some pretty cool features but it’s a lot more complex. To me it was more complex to use than aMember but it’s better to custom programming with. It’s a lot more robust solution than aMember is. But I wouldn’t do it unless I was scaling up. 
  
Cullen: 
Right. I’ve got the Marketing Dashboard and the Promotional Dashboard and I need to just go back to square one and really focus on going down each particular step, that’s what I need to do. 

  
Marlon: 
Actually, if you were to ask me what you should this next week, I would tell you that you should create a product and a sales letter both in the next week and try it out. For $7, a 10-page something or one hour or two hour Camtasia video with PowerPoint and a simple sales letter. Sell it for $7 and see if anybody will buy it. 
  
Cullen: 
Push Button Letters that’s what you would recommend too, I’m sure.   
  
Marlon: 
Well, you can use Push Button Letters or you can frankly just go to that site I told you, 7dollaroffers.com, and do that. Or I’m going to give you all stuff that’s not mine and I don’t make a dime from but some of you need this. I mentioned Jason Fladlien, he has the halbertswipefile.com, which is his Halbert swipe file. It’s not expensive. Then he also has a nice little product on writing sales letters that I think is really cheap. Let me find the price on it. He has 3hourad.com. Some of you need that. It’s, like, not how do you create a world-class sales letter but it’s how do you create a sales letter in 3 hours or less that’s good enough. So that’s 3hourad.com. 
  
He also has one in creating a product in 48 hours. I have a product in creating stuff out and it’s not so different from mine, but for some of you, if you already have my stuff, maybe you need another angle. You can look it up, Jason Fladlien. 
  
It’s simple. It’s basically, like, here’s a cookie-cutter format you can do a product in and just put this in each chapter and so forth. You’d figure out stuff out on your own but sometimes it’s nice that somebody’s already figured out. I thought the 3 Hour Ad was pretty good though. Push Button Letters will do it too if you have Push Button Letters. But his little 3 Hour Ad thing is cheap, about $20 or $27. 
  
It doesn’t really matter. The point is like all you have to do to sell something for $7 is a good headline, a little opening, a nice little 2 or 3 opening paragraphs, some really good bullet points, a nice price, a little justification on why you’re charging for this, the value of it, a guarantee, and a reason to act today – that’s pretty much it. There isn’t any big giant sales process to sell something for $7. And the point of that is you find out if the people have a heartbeat or not, if they’ll spend any money. 
  
Now you may already know that. They may already just be buying tons of stuff but still, even at that, proving to yourself that you can sell to this market and that there’s money there, it makes it real for you.  And you can always improve it. 
  
I’ve told the story a million times and I’ll tell it one more because you may not have heard it. When I started out with Amazing Formula, this is the exact thing. I’m not telling you to do anything I haven’t done many times. When I did Amazing Formula, I wrote the product, I don’t even remember how long it took me to write the product now, but I’m guessing 1, 2, or 3 days. It’s not a one or two or three month product creation cycle. It had typos all through it. 
  
I wrote a sales letter because I was a sales letter writer so I could write faster than you can but it’s still a templated sales letter. Something like, “Dear Friend, if you want to sell your products by hundreds or even thousands, please listen up because this might be the most important letter you’ll ever read. Here’s why. My name is Marlon Sanders. With all the people selling internet marketing some of you may not know who to believe. Well, let me just tell you a few things about myself. I sold 5 credibility **** (0:53:39). What I did was I put together a product that shows how you can sell your products like crazy and I absolutely guarantee it. I’ll give you your money back if they don’t sell like crazy. Here’s what you’re going to learn,” a whole bunch of bullet points, then I go into the triple your money back guarantee, then I go on a couple of bonuses for acting now. Done. That was s a sales letter right there. 
  
We throw it out there and the thing starts selling like crazy. It just went wacko. Then I went back and I had typos in the sales letter. I actually didn’t fix the typos for 3 years because I figured once something’s selling like crazy, don’t fix it until it stops selling. I did fix the typos in the product, though, and I made the product better. Originally when you printed it out it would suck up all the ink in your inkjet printer. People weren’t very happy about that so I did have to bake the product better. 
  
Does that help any? 
  
Cullen: 
Yes. 
  
Marlon: 
You can always make it better. You can always improve it. For example, if you just did a report, the first thing you can do on that report is do it yourself or hire somebody on oDesk or your employee you hired using John Jonas’ system. By the way, if you don’t have John Jonas’ system, it’s outsourceplan.com. 
  
But anyway, what you can do is you take that report, chop it up into PowerPoint slides, record that, and now it’s a report plus video. Out of Camtasia you can save the audio only out of the video that you recorded. It also has a feature where you can just save the audios in mp3. Now you have audio, plus you have the video, plus you have the report. Now you can take the video, put in on to a CD, sell it through **** (0:55:26) and now you have a physically delivered CD. If you want it a manual, you can take the report, upload it to Cathay (0:55:34) Press, have them print some copies and you’d be able to deliver a print version. 
  
So you can always scale it up. You can record more videos, make more CDs, put the audio on CDs and now they get the CD with the PowerPoint Camtasia video and some CDs with the audios on it. 
  
Does that help any in terms of perspective on this? 

Cullen: 
Yes, sir. 
  
Marlon: 
I’m not saying go out and sell sub-par products because some people misinterpret this message. Some people interpret this as a license to sell crap. This is not a license to sell crap. What this is is a license to find out if something’s going to sell before you invest more time, money, and energy in making it better. 
  
I mean, I had a product that sell for years at yourownproduct.com. Originally the title was ‘How to create your own product in 2 hours.’ It’s about doing a product as audio and then how to transcribe, kind of the process I’m telling you here. And I literally adapt how I created that product and I sold a whole lot of that product before I ever made it better and better and better. Then basically when I came out with Product Dashboard we just reinvented the whole product. 
  
Now let’s talk about Product Dashboard. That’s a 6-week program for creating your own product. I don’t know that you should start with that. I used to feel like you should just start with that and go through it but what happens is people just don’t. They never make it through the whole Dashboard. I really think you should throw stuff together, get it out there, see if it’s selling, and then maybe go back to the Product Dashboard after you’re more motivated and you know the thing’s going to work and that gives you more of an incentive to go through it. 
  
All right, who else here has a question or a comment today? 
  
Cullen: 
Well, Marlon, we have sold over  30,0000 copies of our book over the last 20 years at regular traditional bookstores but about 3 years ago, the internet kind of started to drain a lot of our customer base so we wanted to go with the downloadable digital product. I had to get out on my own way and thanks to your product, I was able to somewhat to get on my own way and see that I can actually sell a downloadable product that was 360 pages. 
  
What I’m doing now, I’m breaking it up into smaller 30, 48, 64-page reports and I’m going to try to market those in various ways as you’ve mentioned earlier today so I really appreciate just helping me to get out on my own way, basically. 
  
Marlon: 
Well, do you have a webmaster? 
  
Cullen: 
No, sir. I’ve been doing it myself. 
  
Marlon: 
I imagine you have cash flow. What city are you in, again? 
  
Cullen: 
Burbank, California. 
  
Marlon: 
Burbank, all right. I’m going to give you 2 options. Now, in California, are a lot of people unemployed in Burbank now or no? 
  
Cullen: 
I would say no more than any place else. 
  
Marlon: 
All right. Well, because California rates are higher than most of the rest of the country so what I’m saying here may have to be adjusted in terms of price. 
  
In most cities of the US, for somewhere between $12-$15 an hour off Craigslist, you can get a webmaster who’s going to come in or work at home, and do a really good job. Probably for $12-15 an hour you can get somebody who’s really very, very good. 
  
Now if you don’t have a budget, you hire them in the Philippines but the problem is they’re going to be working over night and you can’t communicate in the day. In your case, I think you need someone you can communicate within the day and I think you need a webmaster who’s basically going to do 80% of the work that you need done. And if you don’t feel you can afford to hire full-time, hire part-time. 
  
But I just think it’s going to move the process for you since you’re trying to do everything yourself. You have cash flow, you have a proven seller, so your bottleneck constraint is your own time and you need to be focusing on marketing and have a webmaster that does as much as possible everything else. 
  
Cullen: 
I agree. 
  
Marlon: 
So that would be my advice to you. Your constraint is really your own time and you need to get out of that trap because if you try to do everything yourself, it’s going to go really slow, and you’re only going to stop yourself from making money. 
  
Cullen: 
That’s true. I agree, sir. 
  
Marlon: 
So, I would run an ad on Craigslist, ‘Webmaster Needed,’ list the crap you need them to do, and hire them full or part-time. 

Cullen: 
I would do that today. 
  
Marlon: 
I sure would. I think that would be the best decision you make this year. Just trying to do everything yourself is just a dead end. 
  
Cullen: 
Too much micromanagement, I agree. 
  
Marlon: 
Yeah. That’s why we’re hiring a Filipino webmaster now is because I need more help. I already have 3 people on staff and I really don’t want much larger staff here because I’m not a great manager. My employees are probably the first to tell you that. I had a larger staff that I have now and I just really don’t like managing a large number of staff but we need the help so we’re going to go to the Filipino route. Then I’ll have my employees manage that person kind of as an assistant. I think that’s probably going to work out for us. But I just think you have to have the leverage and you have to have the help. 
  
With your business and what you’ve done in the past, you could probably easily support 2 to 5 people. It kind of depends on your marketing model but you’ve got backend sales and you can probably have somebody just as a mother or a father over the backend sales part. You can have one person that’s focusing on the front end stuff, whether that’s product creation or whatever that is on the front end. And possibly you have one person as an affiliate manager, or a media buyer, or that sort of a thing. 
  
Because you’ve got a proven track record, you can maybe have somebody doing licensing and auxiliary rights is a possibility like what the Chicken Soup For The Soul people did. Or maybe you had someone just focusing on radio interviews. So you kind of think about your business this way – would it be really, really hard for you to not make money from what they do for you. If you had a healthy robust front end, you certainly have room for somebody helping you on the backend either to create sales processes on the backend or create backend products or both. That almost always pays for itself if you have a front end because the backend sales are your gravy train. So it almost always pays to have somebody working on marketing processes and products at backend. 
  
The front end of the business is the hard part of the business. So then you definitely need help on the front end because that’s the hard part. You see the backend’s the easy money. The hard part of the business is the front end, making those initial sales so you can certainly use help, some webmaster help on some of the front end stuff. 
  
Does that help just in terms some of this on perspective? 
  
Cullen: 
Yes, sir, it does. 
  
Marlon: 
All right, because you have an awful lot of potential there. Do you have any backend stuff you’re selling now? Do you have any backend processes in place, or is your business all front end driven? 
  
Cullen:
Pretty much all front end. We do a walk-on role if you want to save beyond your favorite television show or on your favorite movie weaved in, well we have a service that for $250, you can basically be on your own particular television show or work on a film with your favorite star. It’s called walkonroles.com. 
  
Marlon:
Let me ask you this – what other things could you do on the backend that you think would be real lucrative? 
Cullen: 
Probably some type of report or some kind of daily journal of what they’ve done so they could keep track of what they’ve done. Some kind of audition report so they could keep a track on who they’ve auditioned for and stuff like that. And basically chairs, garment bags, I mean we can do actual product but I’m trying to stay more digital. 
  
Marlon: 
Yeah, I can understand saying digital. So the question is, digitally what can you do that would be backend stuff. I mean, the initial things that come to mind are membership sites, coaching programs, seminars, boot camps. 
  
Cullen: 
Exactly, all those. That’s why we were with a membership site but we weren’t able to get it up and going so that’s why I want to switch to another membership… 
  
Marlon: 
Yeah, for all that crap you need a webmaster. I think you already have a big list, right? 
  
Cullen: 
Well, yes and no. I need to get someone to do the list. I can’t do all of it. What’s happening now I just become overwhelmed with all the work I’ve that been doing. 
  
Marlon:
Yeah, my friend, you have a viable business and you need help. Let me just give you an example. You could probably easily bring on somebody full or part-time to manage the production of a seminar or a boot camp. 
  
Cullen: 
Yes. 
  
Marlon: 
Right, and you just bring on someone to manage that. They do the phone sales to the people, talk to the people over the phone. If you hire an event manager or an event coordinator, they do the documents with the hotel, the room, they already have experience in that, they already have experience in promoting it, they already have experience in selling people into the event, and so you can probably easily afford an event manager and go into the boot camp type production business. 
  
I would think that it would be hard for you not to make money. Because let’s say that you were charging $500 a head. You might be able to get $1,000 or $2,000, I really don’t know. But let’s say it was $500. Do you know how much other boot camps or seminars in your industry are selling for? 
  
Cullen: 
They go anywhere from $25 up to $150 for over a period of a month where they do 2 meetings a month. 
  
Marlon: 
I mean a real boot camp or a seminar with speakers and all of that. 
  
Cullen: 
Well, the only thing we have close to that is like an Actorfest and that only happens once a year. I was with the Learning Annex and I did theirs for almost 3 years but I just didn’t make any money because they paid me very little. 
  
Marlon: 
So here’s the concept of a boot camp. There’s a guy, Bill Harrison, who does this in the publicity business. You know everybody wants to get publicity, right? So what Bill Harrison does, he has a boot camp. It’s like $5,000 so it’s not cheap. You can actually look it up online, it’s called the Radio-TV Interview Report and he has this publicity boot camps. You can just type in Bill Harrison. What he does is, you go to the publicity boot camp and they’re going to have these speakers that are very prestigious who teach you how to get publicity. And then the last day, guess who everyone who attends gets to meet with? Representatives from big media. 
  
Cullen: 
Like Oprah Show and stuff like that? 
  
Marlon: 
Like Oprah Show, CNN, MSNBC, whoever, but he’s got some big names there. And why could you not have that, whether they’re meeting with agents or they’re meeting whoever they really, really want to meet with. They come to this deal and now pay a premium for that because it’s done for them. It’s like, “In one weekend, 2 or 3 days, I’m going to do what it would have taken me a year.” 
  
Cullen: 
Yeah, I’m going to do that. I know most of the big names personally so I can just call them up and book them. I’m going to hire an event manager and we’ll put that together. I’m going to do that. 
  
Marlon: 
I really think so because you could sell that. The question is the price point. But my philosophy on price point is start high or a reasonable amount that you’re pretty sure you can sell it for because if it doesn’t sell, you can always find a reason to give certain customers discounts. Like, “Because you bought XYZ from us, you’re eligible for a $2,000 discount but only for the next 7 people because we only have room for whatever.” You know what I’m saying. 
  
There are a couple of approaches to this. So let me explain the different approaches. You could go with a free event, which is more complex to manage. The idea of the free event is you bring in the key players who hopefully then are going to sell your product for you. And they’re all there because they get to pitch to a thousand people and they basically also get to pitch whatever it is they do. Hopefully they sell something and you split the money 50/50 and it puts you on as this real player. So that’s the free event and a lot of times people would do a free event and then off of that they sell their backend bigger ticket event or coaching. 
  
So that’s one way to do it. The other way is you go in on the high end with this exclusive and it’s $5,000 and it’s like what Bill Harrison does. It’s a lot smaller event, a lot more exclusive and then when you come out with the $2,000 event compared to the $5,000 one, it’s a bargain. 
  
A lot of times the whole purpose of the $5,000 event, you don’t make much money from it because you maybe only have 25 or 50 people who can attend it, but you have the recorded audio or video and the real money is selling the audio or the video of the event. 
  
A friend of mine, Carl Turner, was Jay Abraham’s sales person for many years. A lot of you probably talked to Carl on the phone. Jay would do these insane events, like they’re $25,000 and it’s limited to 15 people or 25 people or whatever and it’s $25,000. Well, their goal is not to make money from that event. But you have to understand, if the event was $25,000 and the videos are only $5,000, do you feel like you’ve got a bargain? Right? I mean, “my God, the videos are only $5,000. I really wanted to go with the $25,000 but I couldn’t. That’s really a bargain to get the DVDs for $5,000.” But if you just come out and you go, “The DVDs are $5,000,” people are like, “What? Are you kidding?” 
  
So if you have a $5,000 event and the DVDs are $1,000 or $2,000, then by comparison it’s a real bargain. 
  
I’m just showing you a couple of ways that you can structure what you choose to do in the event. So you have a price decision – do you a really big free one, which is more risk in some ways because you have to commit to the size of the hotel room and if the speakers don’t sell, then you may not make money. 
  
Cullen: 
Yeah, we’ve done 3 of those and it we had a lot of names but we didn’t sell as much. 
  
Marlon: 
They didn’t really go anywhere. So that’s number one. Number two is you do the mid-price event that’s a no-brainer for everyone. $1,000 or $2,000, you try to get a 100 to 250 people there, or number 3, you do the real high end event and you’ll maybe make some money from it but the big **** (1:12:51) of that is when you really push the DVDs to the high end event because they’re going to seem cheap. 
  
Cullen: 
I like that idea. Thank you, sir. 
  
Marlon: 
All right, well I hope that helps in. You’ve got a world of backend opportunities and you could have 1, 2, or 3 people helping you on your backend. I think you’d be very well served hiring a few people over the next year, like, one every 3 months and slowly integrate them. After they’re integrated, bring on the next person. 
  
You could have probably some kind of curriculum that’s not really so much a membership site, more like this process or curriculum that people go to and it’s not really a school but it’s a little bit that concept. It’s more personalized instruction. You might have that on the backend. It’s really up to you and your imagination how you market that backend but you have a very robust front end and you’re doing very little on the backend so you can probably double or triple the gross of your business by doing the backend. 
  
I do have a book for you to read. If you haven’t read it will change your business and probably change your life. That book is Ready, Fire, Aim by Michael Masterson. Have you read it yet? 
  
Cullen: 
No, sir. 
  
Marlon: 
Okay, it’s called Ready, Fire, Aim and it’s by Michael Masterson. And the reason I said it can change your business is he worked at Agora Publishing as a consultant and as I recall the numbers, he gives them in the book, when he worked there they were doing $8 million selling newsletters all front end. All Michael Masterson did was he went in and he sold a whole bunch of backend products, none of them great products, all just kind of average but a whole lot of average backend, big ticket products and they went from $8 million to $50 million in a relatively short time span. And he explains in there the stages of growth of a business and I think when you go in there, you’re going (audio cut) paralysis of analysis. 
  
Well, let me ask you this – what do you think of spending the next week or two to create a 5 or 10-page report and a simple sales letter with the headline and bullet points to sell it? 
  
Cullen: 
Yeah, I like that a lot. I’m going to do that. 
  
Marlon: 
All right, now you may want to get the 3 Hour Ad thing by Jason Fladlien and you may want to get his 48-hour little report thing where he gives you a little cookie-cutter, if it’s all real new to you, both of those are really cheap. But the quality’s real good and they’re just very, very practical and that’s the only reason I’m even bringing them up. They’re not expensive at all and they’re very, very hands-on and practical and if you’re just starting out, and you need something really simple that can get you a result, I think those might serve you. 
  
Before I wrap this up, does anybody else have any questions or comments today? 
  
All right, well, listen we are overtime. I want to thank all of you for being on the call. I hope it’s been useful to you today. I hope you’ve learned something and I hope before the next call that maybe you’ve gone out and written a little sales letter with some bullet points and created a little 5 or 10-page report and we hear back from some of you that you’ve gotten a result that you’ve been working at and hadn’t gotten before. 
  
So I want to wish all of you the best success and I’ll see you in 2 weeks. Bye everyone. 

  
  
              Page 1 of 1