(Frank Kern) Mass Control 2.0 week#1 - Planting Seeds for Total Domination

CLIENT TRAINING WORKBOOK

Week 1: Planting the Seeds for Total Domination Produced by: Frank Kern

CLIENT TRAINING WORKBOOK

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INTRODUCTION TO WEEK 1 The key to making all this work is to BE PREPARED. Massive launches and wildly successful campaigns take careful planning. Sure, you can use this stuff sort of "half-cocked" and do pretty well, but if you take just a little bit of time to plan your attack, you'll make lots more money. Plus, it's just easier when you have a plan.

In the first section of Module/Week 1, I'll walk you through my very fIrst launch map-the Underachiever launch. This launch "only" did around $1,000,000.00 ...and it took us two weeks to get there, but hey .. .it was my fIrst run. In the second section, we will defIne "Mass Control Money Magnet." A Mass Control Money Magnet is simply a "thing" you give away that results in your prospects wanting to buy from you. ...And you position it as content ...not sales material. In Mass • • • •

Control, there are four primary components you use. They are: Interest and Desire Bonding Proof Samples

...And each component has a corresponding Money Magnet that goes with it. You could use videos, audios, pdf's, and even actual sales letters (if done correctly). The trick is, you're giving something of value to your market ...and then THEY decide to buy based on what you give them. The purpose of Section 3 is to help you map out your plan of attack ...so you can Implement what you're learning and make a ton of money. So I've created assignments for you to be incorporated into your reading, learning, and planning. DO NOT PUT IHESE OFF. DO YOUR HOMEWORK. Section 4 shows you how you can use Mind Maps to create your Mass Control plan of attack really quickly. It also shows you a free web-based Mind Mapping application you can start using immediately. But you'll also see my super sneaky ninja way to fInd affiliates, spy on your competitors, and fInd new hidden distribution channels to "Carpet Bomb" your market with your Mass Control Money Magnets. In this section, you will see me begin to map out a plan of attack for my Dog Training business. Section 5 demonstrates how you can reposition your product for highest perceived value and gives an example walkthrough of how we could reposition my Dog Training business. Finally, Section 6 is dedicated to demonstrating the Howitzer Method. This section introduces the sneaky infiltration techniques to use in order to become the center of your market's attention and mass distribute money magnets.

© 2008 Mass Control Syndicate. All Rights Reserved.

WEEK 1: SECTION

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WEEKI PLANTING THE SEEDS FOR TOTAL DOMINATION

Section 1: This section corresponds to the Mass Control Map Out Your Plan of Attack in Less Than One Hour video. Back in 1900, my colleague Ed Dale and I were scribbling some notes at a coffee shop in Tokyo, Japan, where we planned our first major product, the Underachiever Mastery Course. The course itself turned out to be moderately successful in terms of sales. And I say "moderately" because it only sold about a million dollars' worth and it took two whole weeks to do it. The goal of our launch was to beat John Reese's million-dollar day, but we fell short-it took us two weeks. I share this story with you because what Ed and I did in that coffee shop that day was plan our attack on the market. We did this with handwritten notes, which we later translated into an outline format-a form that is relevant to any of your own products. We called it the "Underachiever Outline" and here is what it looked like:

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WEEK

1: SECTION 1

SET A TARGET DATE

Whether you're planning a launch, a release into a new market, or just a plan of attack to get a cash flow surge, it's critical to determine your target date. If you don't set a target date, you will just delay. It's just human nature-things will come up. In our case, we actually ended up launching on the 30 th of January, which was a Sunday. FILTER OUT PRE-BUYERS AND CREATE ANTICIPATION (a.k.a. get some opt-ins)

Most marketers, at this time, do not have a list. (I had a small marketing list of about 300,000 people before I launched the Underachiever Course, but I deleted them all one day as a means to force myself to make niche marketing work. I'm not recommending that everyone does that, but it worked out for me because I did make niche marketing work.)

STEP ONE Create Mass Control money magnets-the free stuff. You should leverage Mass Control money magnets when your goal is to generate opt-ins, fliter out pre-buyers, and create anticipation. Instead of saying, "Hey you've got to buy stuff," you can give away content. For example, the fIrst proposed piece of content that we gave away was a viral PDF that told the parrot story. These viral PDFs fell under the category of radar monry magnets. We will get into greater detail on money magnets later, but for now it's important to realize that creating the money magnets was our "step one"-exactly in accordance with our plan.

STEP TWO Create and host a free teleclass. For the Underachiever Course, the whole point of the teleclass was to talk about how I rebuilt my businesses after I was sued by the Federal Trade Commission. You can even see on our plan where we built in details-I was to write the script and recruit Alex Mandossian, a great friend of mine, to host it. Again, we followed our plan and accomplished this task, very successfully, with a scripted teleclass and a magnifIcent host. Again, had I not written out this plan in outline form, I would have done everything sort of haphazardly. But, because I had a plan of attack, it worked. Then other money magnets included streaming videos (and more streaming videos) from the initial Underachiever conference, which was conducted in Australia.

Other monevmagnet ideas Some other ideas we floated, which may translate well to your product include the following: •

An interview with several of the attendees of the Australia seminar who had succeeded. We had really impressive, great success stories from attendees who went to that seminar, simply followed the stuff that we taught them, and were already up and running and making money.

•

An interview that Mel, Ed's fIrst Underachiever student, did for Australian radio. Mel is Ed's sister-inlaw, and she created an Underachiever-style website about wedding planning. Her website took off and did extraordinarily well, and she ended up on the radio in Australia for it. We had recordings of that interview, so that gave great social proof (and just general proof) that our strategies were working.

WEEK 1: SECTION 1

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STEP THREE Identify Partners (Potential Mftliates). During a brainstorming process, we simply wrote down a list of all of the people we thought would be great to have as our affiliate partners to promote our product. Some of the names were of people we knew and some we didn't know at all. It's during this process that it's help-

ful to start thinking about the following:

• • • •

HOI» )}Jillyou contactyourpotential affiliate partners-by phone, email, mail? What )}Jillyou have prepared to provide to them? A complete outline of your marketing process? An affiliate partner will want evidence that together you can create an immediate buzz in the marketplace. How Ivillyou get the product kit to them? Will you FedEx it? Email it? Snail mail? What type of incentive willyou offer them?

Hopefully now it's obvious that the very first outline should not be outrageously difficult to design. Our Underachieve Course outline took Ed and me about four hours to do, while hanging out in a coffee shop in Tokyo. (It would have taken us a lot less time if we weren't on vacation goofing off and if we hadn't just traveled all around the world doing seminars and generally being a couple of knuckleheads.) In the next section, we are going to review some of the details of this outline and go over some of the components of Mass Control-and of immediately dominating markets-that you can use, and I'll show you how they relate to this particular outline.

WEEK

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Section 2: This section corresponds to the Mass Control Finding Your Mass Control Money Magnets video To proceed through section 2, please reference the UA Launch image below.

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There are four major components of mass control, each circled in the diagram: • Interest and desire • Bonding and trust • Proof • Sample INTEREST AND DESIRE

If you remember, the first thing we did with the Underachiever Course was give away money magnets, which were simply PDF newsletters. We promoted the give-aways to create a wave of interest and desire. No one is going to buy your products if they don't have interest in you, and of course, you also have to create a desire for your clients to want the very thing you have to offer. BONDING AND TRUST

After you achieve interest and desire, you want to create bonding and trust with your market. For Underachiever, we did just that through a teleseminar with Alex Mandossian. Why is bonding and trust so important? No matter how strong your generation of interest and desire is, no matter how good your giveaways are, and, no matter how interested people are in you, someone will always have this question: "Hey, is this person for real? This is probably a scam because as we all know, everything on the internet is a scam." Skepticism rang especially true for me during the Underachiever period because only a year had passed since I was publicly sued by the Federal Trade Commission. The market that I was selling to knew about the lawsuit, but they had never heard the full story.

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WEEK 1: SECTION 2

So when we generated their interest and desire with the newsletters, many were still thinking to themselves, "Yeah, okay, this all sounds really good. But isn't this that dude who got sued by the FTC? Surely, he's a scam." So it was absolutely imperative that I create bonding and trust. I had to answer the tough questions and let them know I was a real person and that my product really works. The best way I knew to do that was to get on the telephone and record a seminar with Alex Mandossian. During that call, I told the full story of how I lost everything to the Federal Trade Commission, why they sued me, and how I had used the Underachiever method to rebuild my business. I closed with demonstrating that I was even more successful now than I was at that time. And it was all true. PROOF

The next step is to create proof. Once you have achieved interest and desire, as well as bonding and trust, you have the audience you need. But some people will still have a little voice in their head saying, "Well, what if this won't work for me?" or "How do I know this is really good? Maybe this person has magic powers." So it's critical to give them proof that it actually works-preferably in the form of an interview. As part of the Underachiever course package, we supplied interviews with our actual attendees-the ones who were already successful. Remember Mel, whom we mentioned in Section 1? The interview that she gave on a major Australian radio station provided significant proof. SAMPLE

Once you have gained the interest and trust of your audience and you have provided proof, it's time to provide a sample. Your sample does not have to be a literal bit of your product, but it should be a relative example of what the audience will receive in your product package. In the Underachiever case, we provided a video of a live presentation taken from the actual seminar. In that presentation, I actually walked the audience through exactly how I got a niche product created-a PowerPoint instructional course. I provided the exact steps that I took to get that product created. I shared, for example, segments of actual dialogues and emails I had with freelancers from Elance. The result of the sample was that my audience said, ''Wow this is really, really good information. I could use this information immediately to go to Elance if I want to or Rent-A-Coder, and I can get a product made too." CONCLUSION

It's when these four components are stacked together that you build your market, which of course leads to capital. If you're committed at this point to succeeding in this business, be sure to complete all of your Mass Control activities and assignments. I want you to make a lot of money!

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WEEK

1: SAMPLE UNDERACHIEVER NEWSLETTER 1

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Part One: Hard Core Money Making Strategies From Around The World This year had me traveling the world like crazy. Two trips to Australia, a trip to New Zealand, a quick hop over to Hong Kong, and a dangerous mission to Japan. . . .And that's not counting a few seminar appearances in Orlando and another trip to Las Vegas. Man! But it wasn't all fun and games. In fact, most of the time was nose-to-the-grindstone work. And the hard work paid off] Great news:

DIRECT RESPONSE MARKETING (AKA "Our Kind Of Marketing") WORKS ALL AROUND THE WORLD. I'll tell you a story ...

WEEK

1:

SAMPLE UNDERACHIEVER NEWSLETTER

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Ed Dale, John Reese, and I went to Japan a few months ago for some "market research." It was an incredible trip. Even if we hadn't gotten off the plane, it would have been worth it because the brainstorming sessions were priceless. We made some amazing discoveries about taking Internet businesses to the next level and I'll be sharing test results with you soon. (Hint: Get physicaL) But here's an amazing discovery I'll give you right now: We were riding the "bullet train" to see some temples in the city of Nara when I looked in the seat in front of me and saw a Japanese travel magazine. It was pretty much same as the magazines our major airlines leave out for you on planes. Sort of like a Japanese version of Delta's Sky magazine.

Anyway - I start thumbing through it and I see something that looks familiar. A bold headline, some very long copy, and what appears to be an order coupon at the bottom of the page. I showed it to the boys and we wondered,

"By God, Could This Be A Long Form Direct Response Sales Letter Right Here In Japan?!?" Contrary to popular belief, neither John, Ed, nor I speak or read Japanese. So we had no idea what it was. But fortunately we were surrounded by Japanese Train Attendants and they could read it just fme. When we asked what it was, they told us it was an ad for a "Distance Learning Course" and that it was in that magazine all the time. OK - three things to consider here: 1. 2. 3.

It was an ad for a distance learning course. This is a "How To" product. As in INFO PRODUCT. "It was in the magazine all the time". This means it's selling. Regularly. It truly was a direct response sales letter ... just like the kind all of us create and respond to ... and it was working all the way over on the other side of the globe! It had a headline, long copy, bullets, and a call to action.

So what does this tell you? Information Marketing Is WORLD WIDE, It WORKS EVERYWHERE,

And It's HERE TO STAY! Does this mean you should start trying to develop products for markets in Japan? No. Not unless you're fluent in Japanese. But it does mean this:

IF YOU'RE NOT CURRENTLY MARKETING AND SELLING INFORMATRION PRODUCTS, YOU'RE MISSING THE BOAT BIG TIME!

WEEK 1: SAMPLE UNDERACHIEVER NEWSLETTER 1

I mean c'mon! How much more evidence do you need?? This stuff is not only working for me, tons of my clients, and EVERY "Internet Marketer" you see .. .it's also working for people like us in]apan. If they can do it, so can you. Get to work. But if that's not enough to get you into gear for major success in 2005, consider this.

Hideous Websites In Romania Are Selling The Hell Out Of Quirky Info Products Right Now As You Read This! How do I know? Because one of my students is the mastermind behind them. I want you to read this letter I just got, and then go to these hideous sites that are making 30 TIMES THE A VERAGE SALARYFOR A FAMILYIN ROMANIA.

Here's the letter: Hi Frank, First of all i apologize for my English. Second, i want to thank you very much for your amazing method - underachiever sites. Several weeks ago i received an email talking about your new approach about internet marketing. I listened_about 30 times your mp3 and the Ed Dale's one too. With those informations i start to apply exactly what you said. Every single phrase you and Ed revealed in the webcast contain a little secret. And starting to market prospecting to ghost writer i followed step by step your advices and guess what? My first website (underachiever) was born... and i discovered an amazing thing in Romanian internet market statistics shows that is a 2 million sales every year. All i have to do is find what products are hot and apply your method. What happens was incredible (for me is a dream). The competition on google adwords in this markets is zero. More sites was born: http://www.fellownetstuff.com/melci.html http://www.fellownetstuff.com/ciuperci.html I know is not very impressive but in the last months my revenue was an average $XXXX monthly. (actual earnings omitted for privacy.) If you take in consideration that in Romania the average salary is $XX you can easily imagine what it means for me and my family (3 kids). I just want to let you know that your method works extraordinary, for me it was like rain in desert. Thank you very much for your time, God bless you, Silviu Radu

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NOTE FROM FRANK: I took out the actual earnings out of respect for this person's privacy. However, based on the figures I was given, the websites are producing over 30 times the "normal" monthly salary for a family in Romania Now, when you look at these sites, you'll notice a few things: 1. 2. 3.

They're UGLY! Nothing fancy about them at all. And how can I say they're ugly? Because they look just like mine. They're in freakin' ROMANIAN! They're good old direct response sales letter with headlines, bullets, and subheads. Just like ours.

So .. .let me say it again:

THIS STUFF WORKS! IF YOU'RE NOT SELLING INFO PRODUCTS TO TARGETED NICHES, YOU'RE CRAZY!!

Part 2: The Ancient Chinese Massage Parlor Secret That Sucked Money From Ed Dale's Wallet Like A Hoover Vac!

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When you got up this morning did you thing you'd see disturbing massage parlor pictures of Ed Dale and John Reese? Did you think you'd have verifiable PROOF that they frequent these types of establishments? Well, my friends, here they are ... [continued ... J

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Oh the DEPRAVITY!

THE SCANDAL! THE SHAME! So you might be wondering what this sordid picture has to do with making money. LOTS! Let me ask you a question:

How Did John And Ed End Up Caught On Camera In A Chinese Massage Parlor? It all starts with the little sign you saw a photo of earlier. The one that said "Chinese Massage 1 1tIinute For FREE!" We were walking through a convention center in Melbourne Australia when that sign caught my eye. I figured I'd give it a shot so I ponied on up for my free 1 minute SHOULDER massage while John and Ed snickered on like a couple of schoolgirls. Bastards. Anyway, the massage was awesome! I could feel months of stress and tension being released from my shoulders. And of course, I was really grateful to the guy who gave me the massage. So when he asked if I wanted a full 15 minute shoulder massage for only $10, I couldn't very well refuse. After all ... he'd just gotten rig of some serious shoulder pain for me ... for free.

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I'd Be A Cad If I Refused His Offer! So I said "sure, no problem" and let him go to town on my neck and shoulders for a while. When he was done, I felt like a new man. All this sitting in front of the computer plays hell on my neck and shoulders. It was like he reversed time. The constant tension I carry in my shoulders just vanished. So when he told me that I had some serious knots in the middle of my back and suggested I let him work on my mid-back, I immediately agreed. For an extra $20.00. When he was done I felt like I'd been injected with Morphine or something. I was jelly. So when he told me that he noticed I carry most of my weight on my left foot, and that I should have him relieve the tension in the tendons that support my arch, I couldn't have agreed more. So I got a foot massage for another $15.00. By this time, Ed and John decided to try the 1 Minute Free Massage as well. Long Story Short?

The Three Of Us Ended Up Paying Over $150.00 To The Chinese Massage Parlor Right There On The Spot! The picture I showed you is John and Ed getting a "face massage." Hey - what they do on their own time is their business. But here's the point of my showing you this: The Massage Parlor Used One Of The oldest Tricks in The Book! ...And you should be using it too.

It's called the principle of reciprocity and here's how it works. 1. 2. 3. 4. 5.

We respond to the offer for a free 1 minute massage. The 1 minute massage is great, and leaves us wanting more. We feel somewhat indebted to the massage guys because they just gave us something free that was of real value. Therefore, we decide to give them more money for a full shoulder massage. They successfully upsell each of us.

How Can You Apply This To Your Business? Easy. Try this. Instead of sending people straight to a sales page, 1. 2. 3.

4.

Send them to an opt-in page where you offer something free that's of real value. (Ebook, report, downloadable audio and/ or video will be more effective.) Deliver the free "widget" by email. Make the content so good that they want more ... and if it's good enough, they'll feel compelled to buy from you because of the ingrained human trait that makes all of us want to return a good gesture from someone else. (Of course, you should ASK for the order.) Over-deliver on your first sale, and then constantly upsell bigger and bigger items.

This formula works now, it works all around the world, and it's worked for thousands of years.

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Part 3: My Fight With John Reese! John Reese will probably bitch about this because I didn't clear it with him fIrst ... but he'll have to live with it. Here's the deal. John has just released a monthly newsletter called the Reese Report. You can read all about it at http://www.reesereport.com. John has ONLY made this available to HIS subscribers (mainly his traffIc secrets customers) and I'm not sure if he'll ever go "public" with it or not. He got so much traffIc to the site on the fIrst day that the server crashed. So I'm sure it's going to fill up fast .. .if it hasn't already.

If you want to stay on the absolute CUTTING EDGE of Internet Marketing, traffIc generation, tracking results, and be the fIrst to know about what's working right now, you must get John's newsletter. It's an actual printed newsletter that comes with a CD-rom every month ... delivered right to your mailbox. The best part of this newsletter is that John actually researches markets and tells you where he thinks the most money will be made. As in "Here's the market I think will make the most monry. Here's what I think thry'll want to btg. Go get 'em.

JJ

To me, this alone makes his newsletterpriceless. Considering the fact that 99% of all "Gurus" turn to John for advice (the other 1% are idiots), and considering the fact that John is such a strong marketer he sold $1.8 MILLION DOLLARS worth of his TraffIc Secrets course on the fIrst day, I suggest you pay attention to what he has to say. I certainly do. And I profIt as a result. Go here and get his newsletter right now: http://www.reesereport.com Now - you need to know that I'm not being paid to tell you about this. There isn't an affiliate program for it, and frankly I bet John will raise hell when he fInds out I told you. (He's really particular about this kind of thing. He wants to make sure his customers and subscribers get the "jump" on everything.) I honestly believe this is an invaluable resource for those who use it. It's certainly not for everyone ... only the people who are doers ... players ... and the folks who want to really do business and not screw around.

If this sounds like you, go here now: http://www.reesereport.com.

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Part 4: Shocking Photos of Me and Julia Roberts!

Do you see how she's touching me?? You can tell I'm giving her the "cold shoulder." I kept trying to tell her I was married but she just wouldn't let me be!! O.K. Seriously (like you really believed that), this picture was taken at Madam Toussad's Wax Museum in Las Vegas. All this place is is a few rooms with a bunch of wax statues in them. But boy do they rake in the dough. An adult ticket is $21.00 and people line up (literally) to pay. I asked one of the employees about many people came through in a day and they told me "over a thousand a day" during peak season. I was there in December (slooooow season) and I counted 83 people going in over the course of an hour. (There was nothing else to do while this rnissus was ~ing on shoes.) So that was an estimated $1743 per hour on a bad day.

WHAT'S THE BIG DEAL ABOUT THIS PLACE?? I'll tell you. And I know this from experience and from watching the people who were there. People are paying for the EXPERIENCE of being there. •

They're paying because you can TOUCH the statues.

•

They're paying because you can get your pictures taken with "famous people".

•

They're paying because you can show those pictures to your friends and laugh.

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The reason this works is because they turn "standing around and looking at wax statues" into an event. It's an experience to be remembered and shared. But they don't let you ASSUME that, they TELL you it's an experience to be remembered and shared by having statues out front that you can touch and take pictures of. They SHOW you in their ads how you can get photos of yourself "marrying George Clooney", or "Singing on stage with Elvis."

... Or even "making a contribution" to the President! And with the way everything is sold today (like a commodity), more and more people are paying premiums to have a good EXPERIENCE when they buy. It's all in how you position yourself, your product, and your business.

Subway has "sandwich artists" ... not "service workers". My Japanese Gardening ebook is a "Unique Japanese Gardening System At Your Fingertips" ... not a book about Japanese Gardening. Smart info marketers let their prospects know their ebooks are "instantly accessible so you don't have to wait for the postman or pay for shipping" ... NOT "downloadable ebooks." How can you turn seemingly mundane aspects of your business into an experience your customers will be drawn to?


Here are a few suggestions: • • • •

Free Report becomes ..Email Seminar." Your website becomes an "Underground Gathering For (Whatever) Enthusiasts" instead of "My Website." Ebook becomes "Insider Action Guide." Your subscribers become your "members."

It's all in how you present it.

Part 5: A Fool Plan Makes Big Bucks! You've probably heard it. A MAJOR buzz-word in the "guru" crowd this year has been "Niche Marketing." Seems like the "get rich quick" guys have run out of prospects for their "get rich quick" stuff and are now trying to jump on the Niche Marketing Bandwagon. Well, I have some bad news for you:

Most Of The Folks Preaching "Niche Niche Niche!" Have NEVER Sold A Single Niche-Market Product In Their Lives! They make their living selling "make money" stuff. It's like the blind leading the blind. In June of 2003, I left the "Internet Marketing" world to explore the potential of selling to small, ultratargeted niche markets that have nothing to do with "how to make money." I did this partly because I was sued by the Federal Trade Commission over the now infamous Instant Internet Empires ... and I did it partly because I was just plain burnt out on Internet Marketing. My theory was that If I could make 50 small niche websites that just made a sale or two each every day, I'd make over $1,000,000.00 a year ... and I wouldn't have to really work all that hard at it. That was 18 months ago. I entered markets where nobody knew me. I had no "name recognition", no email subscribers to blast an ad to, and no JV partners to sell my stuff for me. I was a nobody. And I'll bet you're wondering ...

Did It Work??


The honest answer is yes ... (and NO!) I did NOT build 50 different websites that sell to 50 different small niche markets. I did NOT make $1,000,000.00 in a year. But I did build a HANDFUL of websites that sell info products to a handful of targeted markets. And you're probably wondering,

Did It Make Any Money?? Again, the answer is yes and NO! Like I said, I didn't make $1,000,000.00. And that was a let down. But let me share some sales figures with you:

October Sales: 61,260.77 0\ ember Sak's 59,2Kl.24 l>ect'nibl'f Sail's' 0 Dale (as of 12/29): 5K,IB.47 e 'terda,'

Illes 12/28: 2.841.87

...And this is during a time of year where many info marketers gripe about the "slow season." After all, folks are supposed to be out buying Christmas presents ... not ebooks! Well .. .if this is slow then I can't wait for business to "pick up!" But, I have a confession to make ... It Hasn't Always Been This Good

I've only experienced MEGA GROWTH like what I've shown you for the past four months. Up until then, my sales hovered around the $20,000.00 per month mark. Sometimes a little more, sometimes a little less.

The gross sales total for my small niche projects in 2004 is uonly" $467,335.29. Not quite the million bucks I'd planned on. BUT ...1 only made my "key discoveries" around September of 2004. Now that I've discovered these added twists, I expect the revenues for 2005 to be staggering. I think (for me) an $80,000.00 month will be normal because of the little "twists" I've discovered.


And again, I'm talking about selling little "rinky-clink" info-products to highly targeted niche markets. It's not rocket science. But If You Want To Really Dominate Niche Markets, You MUST Know The Insider Techniques That I (And My Partner Ed Dale) Use To Generate Massive "Windfalls" For Our Personal Businesses! If you bumble along and follow what the inexperienced "guru" guys are selling you, you'll be lucky to make a sale at all.

And that's why the new Underachiever Mastery System is in such demand. Because Ed and I make our livings E TlRELY from selling info-products to small niche markets. We're not preaching hype or un-tested theory in this course. This is the stuff we personally do every day. Day in, and day out. Ed and I peel back the protective covering of our own businesses and show you exactly how we're finding hot little markets ... and TAKING THEM OVER LIKE TRAINED COMMANDOS. Only ONE person besides Ed and myself has seen the pre-release version of this brand new breakthrough system ... and that person is John Reese. In a recent newsletter, he called it "The highest quality product about creating and selling information products that's EVER been created." There's Such A Buzz About This Already That The First Production Run Of The Kit Will Probably Sell Out On January 30th When It's Released! When we released our beta-version of this course back on April 20th of 2004, we sold out our entire inventory with just ONE promotion. In fact, we never even had a chance to "officially" release it because it sold out almost instantly. Ever since then, we've been HOUNDED by people asking about it. In fact, one affiliate already has a waiting list of over 6,000 people who have raised their hands and said "Please let us know as soon as the Underachiever Mastery Course is ready". And it's no surprise there's such a pent up demand for this. It'll really fly off the shelves when people discover this course has 20 DVD's. (And that's just the tip of the iceberg!) No One Has EVER Seen This Information Before There are 10 DVD's of brand new LIVE Australian seminar footage shot on location August and November of 2004. People there paid up to $2,000.00 per seat just to hear Ed Dale and I explain how our system works.

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It also has 6 DVD's of never before seen one-on-one coaching sessions where Ed and I sit with you in front of our computers and SHOW you exactly what to do and how to do it. These DVD's have never been seen by anyone. We just fInished the last one in late November. These one-on-one coaching DVD's were meticulously designed so you could play them on your T.V. and work along with us at your computer. This way, it's like you're really in the room with us. And then there are the 4 DVD's of extra-rare bonus footage. This includes never-before-seen footage of me and John Reese as we're locked in a room with 80 merciless Australians as they grill us about our businesses. (The room was so packed, people had to sit on the floor!) Then there's the DVD where Ed Dale explains (for the fIrst time ever) how he's raking in massive profIts ....without even creating a product! (If you're thinking "oh, he's just promoting affiliate programs with AdWords, think again!) And of course there's the DVD where I show you the little-known tool that cranked out over 10,000 keywords for one project in just under 20 minutes! (No, it's not Word Tracker and it's not any type of "keyword digger" you see out there. This is new.) Plus. you'll get a rare and candid DVD where John Reese explains in great detail exactly how to make wads of cash from people who DON'T buy from you. (In my opinion, this one DVD is worth the entire cost of the package.)

And That's Just The DVDs This coveted system also has over 300 pages of brand new manuals .. .including a highly detailed quickstart guide that can have you up and running in a day. And you'll get an amazing Troubleshooter Guide that'll help you crush any roadblocks you might encounter. Then there's the main manual. A no-fluff, down and dirty step-by-step action guide that's designed to fast-track you from start to fInish in as little as a day. Plus you'll get free sales letter templates, free plug-and-play opt in forms, and a free "underachiever swipe file" to model your sites after, and more.

But we didn't stop there! You'll also get access to our private members-only Underachiever Support Group where you can brainstorm with successful niche marketers from around the world! (This support group has hundreds of members right now had contains 3,802 new article postings to date!) You'll get to meet and interact with Niche Marketers who've just made their fIrst sale ... and you'll gain wisdom from seasoned "Underachiever Vets" who've broken the $1,000 sales mark already. (We're proud to have a growing list of Underachiever Customers who have hit this mark.) This type of networking is priceless ... and you'll get to plug right into it from day one ...

MAYBE


The reason I say "Maybe" is because we're only offering the exclusive bonuses to the people who buy the first round of Underachiever Mastery Systems. We're having to cut out some footage from the any upcoming batches because in the DVDs, we reveal some highly successful niche businesses that are not our own, and we comment on what makes them "tick." The owners of these businesses have agreed to let us keep this footage in the original first batch, but have made us swear to remove it from any future copies we create. Plus, we want to keep our private Underachiever Support Group ...well, private. We don't want to crowd it with too many people because we want to preserve the "vibe." ou'll see what I mean when you get there. It's the most giving and helpful community of people you'll ever meet online. MAJOR breakthroughs are made by members every day ... and they're all documented!)

rr

Courses Are Being Awarded On A First-Come, First-Served Basis ...And they're not cheap. (Nor should they be.) The Underachiever Mastery System will start out at $1,497.00. Ifwe decide to continue selling it after our first batch runs out, we'll be raising the price to a firm $1,999.00. If you're interested in getting your hands on this course, I strongly urge you to get on our Priority Notification list immediately. Doing so won't obligate you to buy the course, but you will get ADVANCE notice of when it's released ..therefore increasing your chances to get your copy with all the extra "forbidden" information.

Click Here Now To Get Priority Notification Of When the Underachiever Mastery System Will Become Available! Wishing you great success and happiness in 2005, Frank Kern

WEEK

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Breakthrough Report Uncovers Evidence Of A Sinister Internet Conspiracy To Destroy Thousands Of Websites! "WARNING: These People Are Out To KILL Your Business In 200S!" However, There's A Silver Lining To This Dark Cloud Ahead ... But Only If You Know How To . Turn The Tables And Exploit These NEW Opportunities That "Internet Hit Men" Have Accidentally Created! By: Frank Kern Tuesday, 8:17 PM Dear Friend, 2005 will mark the beginning of a new and dangerous era of marketing for our community. Here's what will happen: Those Who Can Sell To Small Targeted Niche Markets Will Prosper...And Those Who Can't Will Be Deadin The Water. Here's why this is true, and how it will effect you: Inside You'll Discover:

1. 2. 3. 4. 5.

Two Extremely Dangerous Threats To Your Profits That Will Kill Small Websites In 2005. How To Make Your Competitors Pay For Your Web Traffic ...And Send You Customers. The Little Known Places To "Hide Out" And Rake In Sales ...While Your Competition Starves The Cold Why People Are Ditching TV, Trashing Their Newspapers, And Spending More Of Their Money On The Internet ...And How This New Trend Could Fill Your Wallet Fast! Mini Case Study: Where The Big Money Is For 200S!

People Are Starting To Use The Internet More Than They Watch T.v.

... Or Even Read The Newspaper!

FACT: A recent Jupiter research report found more than a 25% of the people they studied have cut back on watching TV ... so thry can spend more time on the Internet! On top of that, 18% of people in the study said they were reading Newspapers less...and getting their information on the Internet instead. Here's What This Means For You Now more than ever, you can get your message right in front of your prospects. It's simple. More people online means more people can find (and buy) your stuff. And the Internet allows you to target your potential buyers like no other media in our history. Take Search Engine Marketing, for example.

WEEK


All those people who were watching TV and reading the newspaper are now going online and looking for things they're interested in. ...And instead of seeing commercials on T.V., they can be looking at your ads, reading your sales letters, and buying YOUR PRODUCTS. And you can get right in front of them in as little as 15 minutes thanks to Pay Per Click search engines like Google Ad Words. You probably know that already ...but think about this: All those folks who were watching TV hoping to find a show about mountain bike racing (or whatever) are now just going to a search engine and typing in "Mountain Bike Racing" for instantgratification. And This Is Exactly What People Are REALLY Buying! Instant gratification. They know what they want and they want it NOW. They don't want to channel-surf on T.v. and hope they run across a show about Mountain Bike Racing. They want it right this second.

So they're getting online. And you can get in front of those very people and essentially say "Here's the info you want about Mountain Bike Racing. You can have it all right now, instandy, for just $47.77 (or whatever)." To these prospects, this like having the cable guy show up and say... "Oh. I see you're into Mountain Bike Racing. I can set your TV to the secret Mountain Bike Racing Channel right now for just $47.77." What's great is there will be more and more opportunities like this cropping up daily. And these "internet converts" will be blown away by the fact that they can get the "just for me" experience you can provide them. How do you provide the "just for me" experience? It's easy. Just use the internet to uncover *exactly* what they're looking for ...and exactly what they want to buy (and WHY they want it!) You can fmd out in their own words what they want to buy ...and then simply give it to them by having that product created ...or just by sending them to your affiliate pages. And that's just the tip of the Iceberg. You'll see more and more targeted groups of people getting online and searching for specific information as 2005 goes by, and this group will make up a huge amount of

WEEK

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2

online spending. So you'll be in the right place at the right time. This is truly a golden opportunity for people who "get the concept."

But The Bad News Is, You're Not Alone! Yes, you'll have lots more people online ...and they'll be "new converts" who are "crossing over" from other media like Television and Newspapers. _wd chances are, they'll be ready to buy your products if you have what they're looking for.

But ifyou're not able to target in on your market like a laser guided missile, and offer them exactly what they're looking for ...you 're toast. The reason why is simple.

The major players have "rediscovered" the Internet and they're buying up ads like crazy! FACT: According to Adweek, major companies will spend $264 BILLION dollars on local and national Internet advertising in 2005. That's $264 BILLION DOLLARS! Canyou compete with that type of ad budget? Your only hope is to develop a razor sharp sense of who your prospects really are ...and what they want to buy right now. Do this and you'll be able to "sneak in" and get all the advertising you want for next to nothing because you'll know all your prospect's "secret hangouts" ... and you'll know exactly what keywords they're searching under, you'll know exactly what ezines they read, and you'll know exactly what newsgroups and forums they're members of.

And It's THIS Kind OfInsider Knowledge That Will Separate You From The Rest Of The Pack ...And Can Ultimately Make You Wildly Successful While Others Struggle To Survive But listen: Up until now, we've had it pretty easy because the "dot com crash" scared off the major companies ...and left the Internet wide open territory for those of us who knew how to harness it. You could get in front of people for peanuts because nobody else was really trying to do major business online. But the game is changing fast. Heck ... now you even hear ads for websites on the radio. The "big guys" are back ...and they're spending like crazy.

Here's What This Means For You


In 2005, you're going to see ad prices (like Pay Per Click) skyrocket because major companies are going to dump money back into advertising online. ...And if you don't know how to pinpoint your market, you'll end up "lost in the fray" as mega-corporations outspend you to get their message in front of your prospects. That's the bad news.

Now for the good news. This Also Means Major Opportunity For You Because advertising prices will go up as more and more major companies (often blindly) pour money into Internet Advertising, some (probably most) of your competition will die off. These will most likely be people who can't get a good conversion rate from their traffic, or who don't have enough sense to advertise in "non obvious" places where it's not as expensive.

(Do you know how to do this? It's critical to boostingyour bottom line.) So what you'll see in many markets is major companies shutting out "little guys" because they're running ad prices up. Here's How This Helps You It's really simple. If you know how to actually sell on the Internet, this will be a cakewalk because most people have no clue. Most sites couldn't sell water in the desert. Especially the "big corporate" guys. These poor souls are a lost cause. Bad for them. Good for us.

So here's one obvious thingyou can do: Buy your "dead" competitor's customer list and start selling them YOUR stuff. There will be plenty of opportunity to do this for peanuts. Or you can offer to "acquire" your competitor's website ...tweak it so it sells ...and take the lion's share of the proceeds for yourself. (It would almost be like you buying their business for nothing down and simply paying a small percentage in royalties as you made sales. You pay them a little ...you keep the majority.)

Don't want to spend any money? No problem. Offer your floundering competition a "lifeline" by "letting" them send a "specially prepared custom letter" to their newsletter subscribers and customers. What's this "special" letter do?

---------

-


It endorses your product, of course. You give a commission to your competition for every sale they generate, and everyone's happy. Nothing more than a new way to present an affiliate opportunity. But most of these folks will have never really learned about affiliate marketing, upselling, and cross selling ...that's wry thry've landed in trouble in the firstplace. So when you present them with this solution, you're a knight in shining armor. (As amazing as this sounds, the majority of businesses have never learned about "our kind" of marketing. They have no idea about writing sales letters, following up, offering bonuses, or doing joint ventures.)

And Here's Where It Can Get Really Good For You We all know that most major companies don't know squat about marketing. Their websites almost all look like useless corporate brochures ...and they don't sell worth a damn. And the people who visit them leave in a hurry. (Think about it ...when was the last time anyone wanted to sit around and read some dry old brochure??) They'll click just about anywhere in order to avoid being put to sleep by these boring sites. Wait. What's that I hear?

"KA-CHING!" That's right. There's a major opportunity right under your nose. It's called "buying traffic from your competitor's websites for less than what you'd normally pay for it anyway." Here's the deal: Since these bozos are going to be attracting tons of traffic as a result of spending so much on advertising, why not let them throw a little of that traffic your way? It's easy. you simply contact them and say something like this: Dear Bozo, I recently saw your site at http://bigcorporatedummywithmoney.com and I was very impressed with it. So much that I'm willing to purchase advertising on your web site ... and I'm willing to purchase as much as you're willing to sell me. Please have someone contact me with your advertising details as soon as possible. Sincerely, You

When you get a reply, simply tell them that you're willing to pay them on a "per action" basis. You're willing to pay them:

WEEK 1: SAMPLE UNDERACHIEVER NEWSLETTER

• •

2

By the click. Gust like you already do with Google and Overture). Offer something way lower than you'd normally spend since there won't be anything like a "minimum bid." Or... By the "action." This is pretty much just like signing them up as an affiliate. You might just have to "dummy" up your language when you present it so you sound more "corporate."

Like this: "We'd be willing to pay your firm $19.03 for every customer acquisition which is a result of traffic sent from your website. According to our extensive research, one out of every 97 visitors to our website is acquired as a customer. At these figures, you would generate $19.03 for every 97 'clicks' that were sent from your site to ours. This places the average value of a single visitor at .19 cents. In order to maximize your revenue, I suggest that you place our ad at the very top of your page in conspicuous view of your visitors." If you were to simply contact 10 "Big Corporate Dummies" a day, you'd probably be swimming in traffic after a week or so.

Most of it "free' since you've just converted them to affiliates. And listen:

NOBODY OUT THERE REALLY DOES THIS. So you'll have a major advantage. Heck -you could start doing this right now and see results in no time. But even though what I just shared with you can turn things in your favor, the strategies I gave you do involve a little bit of work. So what will you do if you're super lazy and you don't want to do the easy things I just shared with you? No problem. Just ... Hide From The Monster Advertisers And Conquer The Small Neglected Micro Niches! This is where it gets really good. We've already established that the major companies are going to start jacking up the cost of traffic. Heck, it's already happening. Just look at the price of Pay Per Click traffic alone. It's constantly on the rise ...and it'll get higher in 2005.

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But this is great news for you! Why? Because the high ad prices will drive a lot of your competition out of business. I showed you how you could profit from that a few paragraphs ago. Well ...here's the thing. The Big Spenders will focus most (if not all) of their marketing on ... The Obvious! I'll give you an example. Let's look at Pay Per Click Advertising as a starting point. And let's say you're selling a guide on saving money on prescription drugs. At the time of my writing this newsletter to you, the number one bid on Overture for the term "prescriptions" is $1.01. Number two is $1.00 ...and number three is $.081. This is a pretty expensive term ...and it'll only get more so as the bigger players come back to the table. So if you wanted to be in the #3 position here, you'd have to bid $0.82 per click. Let's assume your ebook about prescription savings netted you $40.00 for each sale. At that rate, you'd have to sell one out of every 48 visitors ... just to break even. Not a good scene. Getting that type of sales conversion from first time visitors would be quite a feat. But here's the good news:

These Types Of Numbers Kill Your Competition ...While Enabling You To Get An Unfair Advantage! How? It's very simple. Remember .. .1 just told you how mostpeople are onlY going to market in wqys that are completelY obvious? Well, in this case, bidding on the term "prescriptions" is a completely obvious move if you're selling a book on saving money on prescription drugs. These high (and climbing) bid prices kill your competition because it's really tough to make a profit at these numbers ...assuming they're just making $40.00 per customer. It'd be tough even if they were making $100 per customer. So they leave the game ...and for now, you might stop bidding on this obvious keyword as well. O.K. At this point you're wondering,

WEEK


"How the hell am I supposed to come out on top in this situation?" Easy - you go "hide out" in the micro-niches where nobody's advertising.

You delve deep into the market and totally conquer the non-obvious areas. Here's how. You're selling an ebook about saving money on prescriptions, right? And you know the word "prescriptions" is an obvious (and therefore expensive) keyword to advertise under. But what about the word "presriptions"? What's that you say? It's the same word?

WRONG! It's missing the "C". It's a misspelling. And guess how much it costs to be listed in the #2 position on Overture?

ONE MEASLY DIME. That's the minimum bid humanly possible. The cheapest traffic you can buy from Overture. It literally doesn't get any better than that. And you know what's funny? The company who bid on the number one spot is paying $1.01 for the traffic ...but they're the ONLY ones bidding. They could lower their bid down to $0.10 and get the same #1 slot. Hmm ... are you seeing something here? You can get extremely valuable traffic for the lowest prices in the world if you just know your market and do a little "digging." Let's keep going. When I was little, I'd call refer to a prescription as a "PERscription". I wonder if anyone else does the same. Let's check it out on Overture and see. I'll run do that right now. The results are in and guess how much the bids are?

$0.20 For #1 $0.18 For #2 $0.10 For #3 Whattaya know? You can be in the top three for ...


Eleven Whole Cents ).;ow let me ask you something. Do you think the folks who can't spell are any less inclined to be good prospects for you than the ones who can? Of course not!

They're ALL interested in the same stuff...some can just spell better than others :-) So now you have a major opportunity. Your less-than-saavy competition is dying out because they only think to advertise in obvi~us places ...therefore makingyou one 0/ the onlY kids on the block. (Ifnot the sole player in the marketplace.) _\.ad now you're snatching up aUthe attention in the micro-niche areas ...like misspellings ...plus you have little or no competition to deal with! You win twice. Looks to me like 2005 is going to be a great year for those of us who really keep our heads in the game.

Andyou wallt some more good news? Those easy tricks I just showed you are but a mere drop in the bucket when it comes to amazing ways you can prosper from knowing your market ...and going the extra mile. If you really want to be ahead of the pack in 2005, you MUST get your hands on what I'm releasing very soon.

The Underachiever Mastery System Release Date: January 30th, 2005 Finally! The much anticipated release of Ed Dale and Frank Kern's Underachiever Mastery System is cheduled for Saturday, January 30th at 9:00 AM Eastern time.

W7Jen we released the beta-version ofthis system in April of2004, it was sold out completely in the first week. ince then, we've had over 6,513 people sign up to be the first to know when the "final" version is ready. That day is coming on January 30th. This course is the result of two years of intense work, tedious testing, late-night research, more testing, and more work. Ed and I have literally flown to FOUR diffirent continents to study and test the various little known strategies that are revealed for the first time ever in this huge, sought after course.

WEEK


You'll discover REAL LIFE case studies showing specific tactics that we've personally profited from, time and time again ...both by selling our own products, and by selling other people's products as affiliates. And it's truly a step-by-step course that holds your hand through each and every one of our highly effective methods. We give you three workbooks, six screencam tutorials on DVD, and ten live "case study" DVDs to grow your business to levels you never dreamed possible. But that's not nearly all, and frankly, this letter wasn't intended to be a "sales pitch" for the course. That won't be necessary because there's such a huge demand for it already.

Because these are the same tactics and strategies Ed and I use on a daily basis to continue to build wealth with. Here's an example. These are screenshots from just three of my Clickbank accounts showing sales totals from October through December:

2C:,).- ...2-16 :! 04- 2-0

2_ 4-t1-:6 2 04-;1-0 :J4- .. 0-:6

~:S92.~';

2-:7)';-: .. 1

S1S7 .63

S~~

1.~:

That's about $28,000.00 or so coming in every two weeks like clockwork. Not too bad ...especially when you consider these facts: •

None Of These Sales Came From Selling ANY Type Of Marketing Or "How To Make Money" Product!

•

None Of These Sales Came From Any Type OfJoint Venture Where I Begged Other People To Promote My Products!

•

None Of These Sales Was Over $47.77!

•

None Of These Sales Came From Products Sold To You, My Subscribers (Or anyone else's subscribers for that matter)!

WEEK 1: SAMPLE UNDERACHIEVER NEWSLETTER

2

...Theyall came from selling to little non-obvious markets like Japanese Gardeners, Photoshop Users, Labrador Retriever Owners, and Parrot Lovers. And that's what the higWy anticipated Underachiever Mastery System is all about - Building REAL businesses on the Internet by...

Finding Massive Success In Small "Forgotten" Markets That You Can Quickly Dominate. If you missed grabbing a sold-out copy of the beta version that was released this April, then this is your "2'nd chance" to learn the powerful techniques and "tricks" that Ed Dale and I are using to "clean up" online.

"Underachiever Mastery" contains 10 DVDs of video footage from our two separate sold out Australian workshops where people stood in line to pay $1995.00 each just for a seat ...and you'll be able to discover the same wildy effective (and higWy unusual) strategies that our attendees did. It also includes three in-depth "blueprint" manuals that show you how to implement all of our methods with exact, A-To-Z detail. (NONE of these materials have ever been seen outside the circle of workshop attendees. This is truly brand new, unreleased material.)

But this course goes WAY beyond what we taught at these two workshops. After each event, Ed and I spent the next couple of months sitting in front of our personal workstations creatin~ .(6) DVD "tutorials" that demonstrate additional tactics and strategies that make the entire process even eaSIer.

You wi11 be the first in the world to see these remarkable DVDs ...as they have never been released to anyone at any price. And these aren't like the same old "screencam" tutorials you're used to seeing on CD- Rom. These are live action DVD tutorials where you actually watch me or Ed at our computers explaining how a process works ...and then you "jump into" our computers ...right there on screen ...and see exactly how to do it. (Note - we each purchased $7,500.00 video editing systems just so we could make these DVD tutorials for you. The reason why is because we wanted you to be able to watch the DVDs and work along with us on your computer at the same time if you want to Gust like we were in the room together) . ...And that wouldn't be possible if these tutorials were on the "old fashioned" CD Roms that other courses have.

But we didn't stop there! You'll also get access to our private members-only Underachiever Support Group where you can brainstorm with successful niche marketers from around the world! (This support group has hundreds of members right now had contains 3,802 new article postings to date!)

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WEEK


You'll get to meet and interact with Niche Marketers who've just made their ftrst sale ... and you'll gain wisdom from seasoned "Underachiever Vets" who've broken the $1,000 sales mark already. (We're proud to have a growing list of Underachiever Customers who have hit this mark.) This type of networking is priceless ... and you'll get to plug right into it from day one ...

MAYBE! The reason I say "Maybe" is because we're only offering the exclusive bonuses to the people who buy the first round of Underachiever Mastery Systems. We're having to cut out some footage from the any upcoming batches because in the DVDs, we reveal some highly successful niche businesses that are not our own, and we comment on what makes them "tick". The owners of these businesses have agreed to let us keep this footage in the original ftrst batch, but have made us swear to remove it from any future copies we create. Plus, we want to keep our private Underachiever Support Group ...well, private. We don't want to crowd it with too many people because we want to preserve the "vibe." (You'll see what I mean when you get there. It's the most giving and helpful community of people you'll ever meet online. MAJOR breakthroughs are made by members every day ... and they're all documented!)

Courses Are Being Awarded On A First-Come, First-Served Basis ...And they're not cheap. (Nor should they be.) The Underachiever Mastery System will start out at $1,497.00. If we decide to continue selling it after our ftrst batch runs out, we'll be raising the price to a ftrm $1,999.00. If you're interested in getting your hands on this course, I strongly urge you to get on our Priority Notiftcation list immediately.

Doing so won't obligate you to buy the course, but you will get ADVANCE notice of when it's released .. therefore increasing your chances to get your copy with all the extra "forbidden" information.

Click Here Now To Get Priority Notification Of When the Underachiever Mastery System Will Become Available! Wishing you great success and happiness in 2005, Frank Kern

* IMPORTANT: The sales figures I mention in this report are not typical results. You may be less successful. I'm not in any way implying that everyone who reads this report, follows my advice, or buys any product wi11 make any amount ofmoney .. .large or small. To my knowledge, there is NO product or seminar in the word that can actually make you money ... or cause you to make money ... just because you bought it or attended. All business entails risk. And work. And sometimes no matter how hard you work, things don't work out and you don't turn a profit. Nobody hits a home run every time. So please, don't take any mention of my success or the success of an associate as a promise or implication of future financial results.

WEEK 1: SECTION 3

Page 37


Section 3: Your Assignments

Dating Launch: $1.4 Million Dollars In Orders In Four Hours

Stompert-let Launch: $18.3 Million Dollars In Orders In 2A Hours

Serializer Seminars: One Million Dollars In Orders In 54 Minutes

PipeLine Profits Launch: 3.1 Million Dollars In Orders In 24 Hours

I never thought I would give homework. I was never any good at doing it myself, but I have to admit that I kind of like giving it... Over the next several pages, you are going to follow along a brainstorming assignment. It looks long, but it's not hard; much of it is just my explanation designed to make things a little bit clearer. Brainstorming is an important activity because it's the first step in your concerted attempt to make a bunch of money by simply following processes I've outlined.

STEP

1: INTEREST AND DESIRE

The fIrst part of the process involves you glvmg content to generate Interest and Desire. In the Underachiever case, we used "Newsletter" PDFs. Brainstorm three topics you could write a quick "Newsletter" PDF about-topics that would create Interest and Desire in your market. NICHE EXAMPLE: One of my niche businesses sells dog training materials. Therefore, I could write a

"Newsletter" PDF about the most common dog training mistake, which is punishing and scolding. I could then talk about two ways this occurs: 1. "Punishing" your dog for good behavior. Example: Dog runs away, you call him repeatedly and chase after him. When he fmally comes to you, you scold him for running away. In the dog's mind, he's actually getting scolded and punished for coming to you. He doesn't understand you're angry because he ran away. All he knows is, "Hey - when I come to this guy, I get yelled at!" Therefore, he becomes even less likely to come when you call him. 2. Negative reinforcement and why it doesn't work. I could explain how negative reinforcement causes your dog to fear you and builds up resentment. Then I could give examples of how this works and I'd make the reader feel very guilty for committing common training mistakes. Then I'd talk about the methods my product uses, and I'd leave the reader wanting more.

-------,

----------------~-------

WEEK

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1: SECTION 3

So, my answer for one of my "Interest and Desire" PDFs would be: "Punishment Report." Name three topics about which you could write a quick Interest and Desire newsletter. If you're not an expert in your topic, just put down what you would write about it you were an expert.

TOPIC 1:

_

TOPIC 2:

_

TOPIC 3:

_

Easy, right? But, I'll bet you had little moments during that process when your brain asked, "Yeah but how am I going to write a whole report about that?" Don't worry, it happens to me almost every time. I'm a believer in allowing your subconscious mind to solve problems for you. And I've found that over and over again, all I have to do is write down what my problems are and a solution usually presents itself "magically" in a day or two. So just humor me on this one and write down three "sticking points" that might trip you up when it comes to writing these reports.

STICKING POINT 1:

_

STICKING POINT 2:

_

STICKING POINT 3:

_

And fInally, let's pretend that you just took a pill that made you the single most intelligent and productive person in the world. Hypothetically speaking, what could you ...or the world's greatest expert...do to overcome these problems?

SOLUTION 1:

_

SOLUTION 2:

_

SOLUTION 3:

_

I'll bet you feel better already. And remember, you don't actually have to DO these right now. This whole assignment is just to get your brain working. When you wake up tomorrow, I guarantee you'll feel very confIdent about your ability to actually create these Money Magnets if you want to create them.

STEP

2: BONDING

In the Underachiever example, we did a teleseminar with Alex Mandossian during which I shared why I was sued by the FTC, how it destroyed my business (thanks, guys!), and how I rebuilt everything as a result of implementing the Underachiever Method. This teleseminar did 4 things:

1. It got the big glaring problem out of the way. (Everyone knew I'd been sued and I had a sketchy reputation as a result.)

_.- -_.. -

-_._._------~------------------

WEEK 1: SECTION

3

Page 39

2. Created instant sense of empathy with the listener. Many Internet marketing prospects have been on the verge of financial ruin just like I was, so hearing me tell the story of losing everything created the "he's been where I am now" experience. 3. Gave the listener a great sense of hope because I told how my business grew even stronger, thanks to the Underachiever method. 4. Created more interest in the Underachiever Method because I gave a brief overview of how it works, and I gave examples of the money I was making. So now I'd like you to imagine that Saddam Hussein has a giant missile pointed at your house and the only way he won't press the button is for you to either hold a teleseminar or record an audio that creates a sense of bonding with your market. All you have to do for this section is write down the topic. Here's an example. For my dog business, I'd like people to know that I'm a real person, that I love dogs, and that I know what I'm talking about. I'd also like to create a sense of instant empathy with them so that they say, "Hey, this guy's been where I am." So I'd simply tell the story of how my first real job was working as an installer and trainer for a company called Invisible Fencing. (That's the product that has the dog wearing a shock collar...and if he tries to cross the wire that's buried in the yard, the collar will pick up a radio signal and shock him. This is supposed to deter the dog from leaving the yard.) Then I'd tell how when I started, I didn't know anything about training dogs even though I had plenty of dogs as a kid. And I'd talk about how the company taught me to train the dogs by letting them try to cross the wire, get shocked, and then get pulled back into the yard by me. Then I'd explain how I was really bad at my job beca:use the dogs kept getting out of the yards, even though they were getting shocked. And finally, I'd explain how (out of desperation), I tried a new method by which I trained the dogs to enjoy stqying in the yard, as opposed to training them to fear leaving the yard. Then I'd explain that I basically just used positive reinforcement instead of negative reinforcement, and that once I did that, the dogs stayed in the yard. I'd wrap up by talking about the incredible benefits of using positive reinforcement. Finally, I'd talk about how my product explains how to use it the right way. So my answer to this section would be: Invisible Fence Story.

WHAT TOPIC WOULD YOU TALK ABOUT?

_

Now let's do the same thing we did in part 1. Write down three sticking points that might prevent you from doing this ...or that you think might prevent you from doing it.

STICKING POINT 1:

_

STICKING POINT 2:

_

STICKING POINT 3:

_

And finally, let's pretend that you just took a pill that made you the single most intelligent and productive person in the world. Hypothetically speaking, what could you (or the world's greatest expert) do to overcome these problems?

Page 40

WEEK

SOLUTION 1:.

_

SOLUTION 2:

_

SOLUTION 3:

_

1: SECTION 3

STEP 3: PROOF

You'll remember that we used recorded interviews with successful students to prove our Underachiever method works. Your "Proof Magnet" could be anything. You could use audios like we did, you could create a before and after video, or you could compile a list of testimonials and make it a PDF with your comments after each one. Ideally, your proof magnet should be able to hold its weight alone. So even if someone wasn't familiar with you, your product, or your story, they could get this magnet and be drawn in. Write down three things you could create that would be a proof magnet.

MAGNET 1:

_

MAGNET 2:

_

MAGNET 3:

_

A!!.d like before, let's write down three sticking points you might have.

STICKING POINT 1:

_

STICKING POINT 2:

_

STICKING POINT 3:

_

And [mally, like last time, let's pretend that you just took a pill that made you the single most intelligent and productive person in the world. Hypothetically speaking, what could you (or the world's greatest expert) do to overcome these problems?

SOLUTION 1:

_

SOLUTION 2:.

_

SOLUTION 3:

_

STEP 4: SAMPLE

A critical piece of the puzzle is to give a sample. And the reason you do this is because the sample is meant to either be something that's immediately useful ...or at least be useful but incomplete. With Underachiever, we gave out a video sample where I walked the audience through the exact steps I took to create a niche product that taught people how to use PowerPoint. This was information they could use immediately if they chose to, and it also proved that I knew what I was talking about. What could you give away as a sample? And like before, let's write down three sticking points you might have.

WEEK 1: SECTION 3

Page 41

STICKING POINT 1:

_

STICKING POINT 2:

_

STICKING POINT 3:

_

_-\nd fInally, again, let's pretend that you just took a pill that made you the single most intelligent and productive person in the world. Hypothetically speaking, what could you (or the world's greatest expert) do to overcome these problems?

SOLUTION 1:

_

SOLUTION 2:

_

SOLUTION 3:

_

ASSIGNMENT 2: Pulling It All Together ~

_ ow let's take what you've done in the fIrst assignment and turn it into a real plan of attack. First, let's make this REAL by setting a target date for your fIrst wave of money. This date will be the day people start giving :ou money as a result of your sneaky Mass Control marketing. Don't slave over this ... just put down the fIrst date that co-mes to mind.

TARGET MONEY-GETTING DATE:

_

_ ow let's start putting the pieces together.

PART

1: INTEREST AND DESIRE

In the fIrst assignment, you wrote three topics for your fIrst Interest and Desire Money Magnet.

WRITE YOUR FAVORITE ONE HERE:

_

NOW WRITE DOWN A TARGET COMPLETION DATE:

_

Remember, nobody's going to come to your house and kick your dog if you don't stick to these dates, but simply writing them down will cause you to take action.

PART

2: BONDING

In the fIrst assignment, you wrote a topic you could either do a tdeseminar about or an audio recording of.

WRITE IT DOWN HERE:

_

Page 42

WEEK 1: SECTION 3

Are you going to do a: _ _ _TELESEMINAR _ _ _,AUDIO RECORDING

(Check one)


PART

_

3: PROOF

Earlier, you wrote down three things you could create that would be proof magnets.

WRITE YOUR FAVORITE ONE HERE:

_


_

PART

4: SAMPLE

You also wrote down what you could give away as a sample.

WRITE YOUR FAVORITE ONE HERE: NOW WRITE DOWN A TARGET COMPLETION DATE:

PART

_ _

5: DISTRIBUTION

On the remainder of this page, write down every potential affiliate partner that comes to mind. Do NOT over-think this. Even if you think there's no possible way you could get this person as an affiliate, write their name down anyway. NOTE: If you're new in the market and don't know where to start, write down every one of your competitors...and every one of their competitors ...

WEEK

1: SECTION 4

Page 43


Section 4: This section corresponds to the Mass Control Using Mind Maps to Find Hidden Money video MIND MAPPING

In this section, I am going to introduce you to a unique method I like to use-one that I personally prefer over outlining-called mind mapping. There is an abundance of mind mapping software available, but my favorite one to use is called NovaMind, which runs on my Mac. But you may not be prepared yet to purchase new software, so the following pages will demonstrate a free web-based mind mapping site called bubbl.us that also allows you to share and collaborate on mind maps with other users. Over the next several pages, we are going to go through bubble.us step-by-step using screen shots. 1. After navigating to http://www.bubble.us. the fIrst step is to click on "Start Brainstorming."

What is it? Bobbl.us is a simple and Free web appllcatior brainstorm online. ease sign Into your account or cliCk to start brainstorming below.

Why use bubbl.us? Because you can:

New Users: click to start a new brainstorming session

Usemame

I Password

r

Start Brainstorming

Remember info Sign In

J

Create colorful mind maps online Share and work with Friends Embed your mind map in your blog or Email and print your mind map save your mind map as an image And irs FREE!

Examples Feacures I Team

I Future

Check out our blog for news and updates.

2. The rest is self-explanatory. The main buttons that I use are move, new sibling, new child, and set color.

f'lllJHV

._.

w__ ........ 1"'1"""'~rb.....n..",~_

---------------~------------------_._-----

WEEK 1: SECTION 4

Page 44

3. For illustrative purposes, the following screen shots will outline the mind mapping of my dog business, with the intention of planning a Mass Control market assault. We'll start with entering the four components of Mass Control, each created by clicking on the term "child" under the header of "dog business."

DesIre And tlll8l'elt

4. The next step is to identify the materials you will provide under each of the four Mass Control elements. The most effective item I had for the dog business was the negative reinforcement report (or negative versus positive reinforcement report). So, I am going to use that report for creating interest and desire. For bonding, I am going to use my invisible fence story, which could be produced as a teleseminar, video, or recorded audio. The next element is proof, and it just so happens that I really do know a thing or two about training dogs, although I don't position myself as a dog training expert Gust a regular guy). So I am going to provide video footage of me training Buddy, who is my Australian Shepherd. And for sample I am going to choose to supply a video that demonstrates the recall command, the command you give a dog to come to you. I've chosen this topic because the result of my market survey was that the single most frustrating part of training for most people is getting their dog to come to them. The fact that this issue is so important to dog owners makes this sample the most logical selection.

IarisiWe FelKe story

--~

YideoFoot~ofMeTr~

.........

--------------------------------------

WEEK 1: SECTION 4

Page 45

5. Next, list the assets your business has, and I don't mean financial assets from a balance sheet point of view. Think of the elements of your business that you could use to make money or for promotion. My assets include my list, my customer list, testimonials, my actual product, my bonuses, and promotional videos-the attention video, the recall video, the injured/shy dog video, and the down/stay video.

LIlt

--~-~--<

6. Now, I have outlined all of the aspects of the business that are currentlY at my disposal: all of the ammunition I need to immediately start using Mass Control, ramp up the marketing, and become the guy everybody's talking about. But I want to get even more people into my funnel; I want to immediately commandeer the market. However, to really have a success story and to achieve the distribution you desire, you will need, of course, partners. For the purpose of this demonstration, I am going to assume that I don't have any joint venture partners, which, strangely, is true for my dog business. To start, I am going to go to Google and type in my main keyword for my market, "dog training," and I'm going to start by looking at my competitors. Let's look at a sample of what comes up ...

------~

Page 46

WEEK

-- -

1:

SECTION

4

---~----------------

ldog training

5.earc h

I

Advanced Se. Preferences

Web

John's N,atural Dog wwwA-GR8-K9S.com

Private, Group or B'ehavior Oonsult. Natural dog training methods.

Dog Training Career www.AnimaIBehaviorCollege.com

Oertificationat National School. Student Loans Available. Enroll now

San Diego Dog Training www.doggydtails.com

Serving you & your dog in San Diego Dog Trainingl\NalkinglSitting & More

Dr. P'S Dog Training & Behavior Main Page Noncommercial,comprehensive site on all aspects of dog training & behavior. Arranged as a virtual library & emphasizes pointers to full-text articles. www.uwsp.edu/psych/dog/- 18k - Cached - Similar pages

Dr. piS Dog Training Library A library of LOTS of online articles from many authors on all aspects of dog training. www.uwsp.edu/psych/dogllibrary.htm - 21k - Cached - Similar pages Adams Dog Training and Dog Behavior Adam reveals which dog training techniques, methods and dog training approaches are most effective. www.dogproblems.com/- 71k - Cached - Similar pages

Let's break down these search results. I'm in San Diego right now, so I am going to get a lot of local ads here as a result of Adwords. You can see San Diego Dog Training is one of them. John's Natural Dog is a real person who's actually doing one-on-one training (not a good competitor for me because I am looking for people who are selling how-to products). AnirnalBehaviorCollege.com is a place where you can go to learn how to become a dog trainer-that's not really what I'm selling either. Since I'm looking for people who are wanting to train their own dogs (instead of being interested in starting their own dog training business), I'm going to look around here some more. When pursuing my search further, this is what I find: • • • •

Certified Dog Trainers-another local real dog trainer person. Iams- so that's about pet food-not a good match. In Home Training-another local match. And what do you know! Six Days to a Trained Dog. "Don't buy a dog-training book until you've read this free dog report, thedogtrainingsecret.com." We've found a competitor. (See next page for screen shot.)

WEEK

1:

SECTION

4

Page 47

Dog Training Career

Dog Training Classes

www.AnimaIBehaviorCollege.com

Certification at National School. Student Loans Available. Enroll now

Looking for local results for Dog training? IEnter location: US city or zip

J;7

Search

I

Rememberthis location

Positive Reinforcement Training Get Free Newsletter wi Class Info .....-ww.SDHumane.org San Diego, CA

San Diego Dog Training In-Home Private and Group Lessons Call Today (888)Sit-Means-Sit www.SitMeansSit.com San Diego, CA

dog redirect A collection of search and rescue dog training articles and links. www.uwsp.edUl?SYCH/dog/ - 1k - Cached - Similar pages - Note this

Dr. P's Dog Training & Behavior Main Page

Train Your Dog

Noncommercial, comprehensive site on all aspects of dog training & behavior. Arranged as a virtual library & emphasizes pointers to full-text articles. www.uwsp.edu/psych/dog/dog.htm - 18k - Cached - Similar pages - Note this More results from www.uwsp.edu >

Stop your dogs bad behavior within hours! Order SitStayF etch, today. www.kingdomofpets.com/dogobe

Dog training

Adams Dog Training and Dog Behavior

Bark Busters - 400,000 dogs trained Lifetime Gua antee - the only one! B,"<'5usters.com

fAdam reveals which dog training techniques, methods and dog training approaches are most effective. www.dogproblems.com/- 73k - Cached - Similar pages - Note this

,

6 Days To A Trained Dog

Dog Training}) Home

Potty Train Any Dog in 6 Days. Pll s Solutions To 19 Dog Problems!

Welcome to FreeDogTraininglnfo.com! You have just discovered a goldmine of free information about dog training, behavior problems, puppy and adult dog care, .•. www.freedogtraininginfo.com/- 22k - Cached - Similar pages - Note this

~gs:;.re

''Om

Doggy Training Camp

Dog Training Seattle I Ahimsa Dog & PUPPy Training Voted Best Dog ...

3-6 week Program for Housebreaking, .

Seattle don traininn classes and nrivate trainer. Punnv traininn and oocialization class

..

.

1 OW I can go back to bubbl.us and create a new bubble; I can even paste their website in so that I have a link to their site right from my mind map:

Pa

rs

M'lp:/I~thedoatr-aTnlngsec

ret.elDm

II

Customer LIst And TestTmorII"B [s

Dog&USl

DesfN A nd :Inteli'

WEEK 1: SECTION

Page 48

A SECRET TOOL-QUANTCAST.COM Quantcast.com is a great, FREE service that lets you paste in a URL and fInd a lot of information about the site. When I enter "thedogttainingsecret.com," they report that they don't have enough information to pro@e thedogttainingsecret.com. But they have an estimated 40,000 unique visitors.

Find reports for 20,267,

Ithedogtrainingsecrel.com/

tact Match

-~"...'-'S

~=

r~- ~-"'-;-

=

-

,.1"

Thedogtrainlngsecret.com

U.s. Reach: 40.829

We do not currently have enough irTfOfmation to profile Thedogtrainingsocretcorn. If you are the OWMt of tho site

Rank: 41548 Estmatoo Mooth~ Uniques: <40,829

'ioostJould~.

r=--

I~::"=

There are 20 websites with similar audiences to Thedogtrainin

r

milar Audience Matches 1'·'.oI20d....y. . ""'d"'of'_."".'

OttlyShowOL

HowtopottytrainmYPUDpy.com u.s. Reach: 11,61' This si'e reaches 80000Xim;lffW 11 6'7'! 5 rnocthly "Cil'!f'cs The Si'ecaters

to

a HH jnpyne ''0 IOS£Ok mostlu

But.. .it gets better. They report that there are 20 websites with similar audiences Dogtrainingsecret.com, and they provide a list.

Similar ~A~u~d~ie~n~ii.<~OLIoil
r

Only,

n.cb: U,617

y.com';-Qu~ntjfiedProfll~"H, :~~~t~ S60k, mostly

~

HowtotrainmyDupov com U.S. Reach: 23,468 This slto roaches approximatoly 23,466 U.S. monthly unlques Tho site cater-s to a mora femalo foftowlng.Thc typical visitor shops at PetSmnrt. I!!!ZX I

Rank: 66,885

Estimatod Monthly Uniquos: 23,468

Puggle,org U.S. Ream: 20.317 This site reaches approximately 20.317 U.S. monthly uniques. The sito attracts a Iar901y female, more youthful, more Africa" American, more educatod audionce.Tho typicel visitor visits peifll'1dor.co... I !:!lSU J

RSl'k: 75,419

Estmated Monthly Uniques: 20,317

TrainDetdoa.com U.S. Reach: 106.534TNs sao roaches oyer 106K U.S. montNy uniques. Tho she catora to a falr1y weatthy, .sWghtty mom fomale thaI' malo. primarily older Buc!iertee.The typical visitor vISits potflnder.eom, attends Cor... I !!:!!ZI J

Rank: 17,928

Estimated Monthty uniquo:s: 106.534

4

WEEK

1:

SECTION

4

Page 49

See the fIrst selection: howtopottytrainmypuppy.com. This is an informational product that is similar to what I'm selling, and this is obvious based on the "how to" in the URL. I could click directly onto the site, or I could get more information on their demographics. Here is a sampling of the information I can gather: • • • •

The site reaches approximately 11,000 U.S. monthly unique visitors. They cater to a household income of up to $60,000. The audience is mostly female and middle-aged audience. The typical visitor shops at Petsmart, watches Home and Garden television, and frequents Babysitter.

Wow, I'm learning a lot about my market already, aren't I? If I know that all of the websites are reaching a certain type of audience, I am armed with the information I need to write to my audience (of middle-aged women). I would continue doing that process repeatedly on every single website that I found; this is exacdy how to go about developing a comprehensive list ofpotendal partners. I recommend strongly, actually I insist, that you do the same. PURSUING ADDITIONAL MONEY MAGNET AUDIENCES

At this point, I have to ask myself, "How else can I get money magnets in front of the dog market?" Well, we've already talked about partners. We know that I have a list, and Mass Control is, of course, about working your own list. But it is also about getting as many people as humanly possible under your influence. So what other methods are there to reach people? Let's add a bubble called "distribution" to the mind map and another one called "paid advertising." Under "paid advertising," we're going to add the following: • •

Pay Per Click (PPC), which of course is similar to Adwords, Overture and MSN. Banners (something very few people think of). Now banners can be a bit of a hassle, but thanks to Quantcast.com, we can look at websites that are in our market that accept advertising. For example, one of the competitors for the thedogttainingsecret.com is a website called Dog Central. Quantcast reports that Dog Central reaches 64,920 U.S. unique visitors per month, and caters to a slightly more female than male, fairly wealthy audience.

_

_

... Andl_ _

PaJdA_ng

PPC

lnvlolble I'enoe

F

WEEK 1: SECTION

Page 50

4

The next step is to go directly to Dog Central's site. By scanning the website, it appears that their primary source of income and means of monetizing this website is Adsense. This is great news because it is an indication that they are totally interested in hosting links (i.e., your affiliate link) on their site that will contribute to their revenue. Dog and PUPpy Resources We're building an enormous directory of PDQ and Puppy related links for ev anyll1lng you could PMSlbly be looking for. From dog breeders to dog pIVd to dOg-related humor, you'll find our dog and puppy resources section to be oovlga12, current and f1110il with useful links to what you are looking for. G dog·relal2d web site? Exc!Ia_ links for free!

I.";~~~'I poq Breed Info I Do9S' PupPles I poq!!reeders I Puppies for sale I I!c' I ndars I I!!llIJiIn.t I Dog BooIc& I Dog Breed Clubs I Dog BreOil !!esgJ!!s I Tr Inl

care' Hea

I Dog. Puppy Names I

Dog

Resources I

Dog

Horoscooes I

Dog

Humor I

Copyrlght@ 2007 Dog and Puppy Central AU rights reserved

Back on my mind map, I have to be sure to capture this potential partner under "Banners." Although I did not see a specific indication that Dog Central accepts banner advertising, I did see Adsense, an indication to me that they are approachable and might entertain the idea of having a banner ad on their site. At the very least, I might be able to partner with them for the addition of an affiliate link onto their site.

~JnProduct

DistrIbution

-

Paid Advertising

Banner.

Another note: If you look at the Dog Central site, you'll see a page dedicated to dog training, and you can see that they have Adsense all over the top of the page. They are making money by having visitors click on those ads.

WEEK 1: SECTION 4

Page 51

When we go back to Quantcast, we find more and more companies who accept advertising. For each one, check for the following: • • • •

How many unique visitors per month visit the site? To what demographic group does the site cater? Do they accept advertising? Is this evident by the links on their site? Have they been quantified by Quantcast? If so, you know the information has been verified.

Repeat this process on Quantcast for every single competitor that you find in Google and make a list of all of the potential affiliates that you have. When you approach the company, you could offer to pay them to advertise for you, or you could help them learn to make money by giving away your money magnet. You may also want to consider offering to buy their website if they are not making money. Whichever direction you choose could lead to massive distribution immediately into the market. Remember, the goal of all this is to get people consuming your money magnets. I don't recommend you try to get partners to outright sell your material. It's a much better approach if you simply get them to distribute your money magnets; the money magnets, especially in phase one, create that interest and desire for you. And they do the selling for you. Besides, it's much easier to approach someone and say, "Hey, I've got some really good free stuff you can give to your visitors." This will improve the value of their site visit, and it will improve their overall experience, and you can make some money in the process. You never know-you might find a real gem.

-----,._----

----

WEEK

1:

SECTION

5

Page 53


Section 5: This section corresponds to the Mass Control How to Position Your Productfor the Highest Perceived Value video Welcome to Section 5. I have shown you the ninja way for getting massive distribution with your Mass Control project and now it is time to show you how to make more money starting immediately. STEP ONE: BUCK THE SYSTEM

Step One: You need to do the exact opposite of what your competitors in your market are doing (because you're using Mass Control, you're already doing that anyway). But I also mean "buck the system" in terms of what you're selling. Most people in a market are going to do the exact same thing as their competitors. If you examine the Internet marketing world, most people sell ebooks on Clickbank because everybody else does it. And here's why: Most likely, when you got indoctrinated into the Internet marketing community, you bought an ebook from somebody through Clickbank, and it was probably less than a hundred bucks. Human nature dictates that when we're indoctrinated into something in a particular manner, we tend to want. to recreate that experience when we go into that market ourselves. It's only natural; I did it for years. The first two products I sold were under $100. Most people in that market sell ebooks (for less than $100), especially for their front-end product, because everyboc!J else does it. The logical conclusion to make is that if everyone is doing it, they must all be making money-but they are not making as much as they could be. When you follow the herd, it's almost impossible to position your product as being any more valuable than the norm. Imagine for a moment that you and I have decided to go into the soft drink business and we want to compete with Coca-Cola (and make a lot of money). Instead of selling cans of soda for a dollar, we decide to sell a $20 can of soda-regular soda. We have to rely on our marketing to be successful, and we can't put any alcohol in the soda to make it more valuable. That's not a very appealing proposition for me. Perhaps it could be theoretically possible to sell a $20 can of soda, but it would take a tremendous amount of marketing and the likelihood of success would be very low. Why? Because all of the other competitors in the soda market are selling their products for about a dollar, and maybe a little bit less. So if we want to make a lot of money we're not going to be able to pull it off if we're just selling soda, the same thing as everybody else. On the following pages, we are going to review some real Internet examples.

WEEK 1: SECTION 5

Page 54

On Google.com, I did a search for "attract women." Let's see what that market is conditioned to see. Our search results are the following:

•

•

How To Attract Women. The words "how to" obviously indicate that this is probably an information product. When I click on the link, I see that this is a product sold by David DeAngelo. And it's an ebook selling for $19.97. We know that David DeAngelo knows what he is doing because he has an entire back-end funnel built around his business. Nevertheless, in the customer's mind, ebook=$19.97. Seduction Guides Reviewed. Gtg Gets Girl is an ebook advertised on this site, as well as How to be a Lac!Y Killer. So let's just see what some of this stuff costs ... when we finally get to the prices we see $77, $49, etc. All ebooks and still all under $100 in this market.

Now let's see what happens in the make-money market. In an experiment on Clickbank's Marketplace, I searched for the number one products in Marketing and Ads. The number one product was under $100, of course. This is what I found: • • • •

How to Make Money in Stock Trading, a $47 product-under a $100. Google Snatch-under a $100 Legit Online Jobs-under a $100 Millionaire League-under a $100

So, what is our market believing right now? Because everyone else is selling their products for under $100, in the market's mind you can't sell anything for more than 100 bucks. It's just not worth it, right? This is a similar ..theory to the Coca-Cola example I gave earlier. You can't go sell a can of soda (without liquor in it) for over a dollar or two. It's just not going to work. The market is conditioned to accepting the normalprice of thatproduct. So how do you make more money? How can we avoid this? Well, let me show you. REPACKAGING

Let's say, hypothetically, you've written an ebook, and it's in the same format as everyone else's ebooks. The first thing you would want to do is repackage your information into a different format. For example, forget about the ebook, and sell audios instead. You can just read your ebook in audio or video format. And you can go one step further by creating screen-capture videos, even with simple PowerPoint slides. Immediately, you'd stand out from your competitors and you'll be perceived as being better. If everyone else is selling downloadable stuff, you should sell physical products; obviously physical products have a higher perceived value, and you're differentiating yourself from the competition. CHARGE MORE MONEY

By now, you've already established a higher perceived value. The next step, which is critical to making lots of money really fast, is to charge more money. Why have a thousand $20 customers or sell a thousand front end products at $20 when we could sell a thousand front-end products at $400? Believe it or not, it's actually easier to sell the $400 product than it is to sell a $20 product because people have no control over the "expensive equals best" belief. I know this has happened to you. For example, you're in the store, and you're looking to buy a piece of luggage. You find two identical pieces of luggage: one is $100 and the other is $300. Well, the $300 one .might have some minor accoutrements, like leather trim, so you just go ahead and buy the $300 one. It's got to be better, right? It's 300 bucks, and you certainly don't want cheap stuff. Now you and I both knowluggage is luggage (unless it's some kind of ample, supple, beautifully oiled, calfskin leather).

-- ----- _._-- _._---- --------------------_.

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Now trunk about Ferraris for a moment. Ferraris begin right now at close to $200,000 sticker price, and there's a waiting list to get them. In fact, when a new model Ferrari comes out, the dealer will mark the price up an additional $50,000; people will buy them despite that markup and then turn around and immediately start selling them for another $50,000 markup. So there's this massive influx of people who want to get this new Ferrari, right? Well, the truth is Ferrari's blow. I'm telling you from experience. I've had one; two of my friends have had one. We all ended up getting rid of them. Sure, they're nice cars, but they're not even remotely close to being worth $200,000 and up. Then wljy do people want them? Because they're expensive, and people associate price with quality. And they also believe that cost equates with significance and power. So, when you combine something different with more expensive in your market, you create the "automatic desire to acquire" phenomenon that happens within the marketplace. (By the way, I didn't mean to offend any Ferrari drivers.) DESIRE TO ACQUIRE

How can you have this automatic "desire to acquire" occur in your business, even if you have an existing product right now? You can reposition your product to work in your favor, change your business around, get away with charging a lot more money, and sell more products than you were at the less expensive price point. As an example, the following is a mind map demonstration using my niche dog business. The goal here is to figure out a way to reposition my products so that I can charge a lot more money. The first step is to list all the existing components of the business: • • • • • • •

Audio course The old school book (an ancient book about dog training) The vet book (the dog health book that I had written) Transcripts of my audio course The tricks book Ten videos (that I bought the rights to) The recipes book (make your own dog treats)

Dog BlISIness

/:1:-

V

Audlo Course

Old Schoolliook

Vet Book

/ Transalpts

Tricks Book

Recipes

10 VIdeos

WEEK

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The audio course is up front because it is probably one of the reasons why this business is so successful. It's different; most people are only selling ebooks. But there is still ample opportunity to reposition this product. Another way that I could differentiate this product and create a higher perceived value is by adding videos. (In a market survey I conducted, I discovered that people specifically want live-action DVDs.) Although I don't have DVDs, I could make the ten videos the main product and add the audio course as a supplement. Then I could add the transcripts, which I call the Quick Start Guide, as a main course, and consider every other component a bonus. And now I have a completely different way to repackage the same product for a higher perceived value. In the next mind map diagram, you'll see the new course, structured exactly as it will be repackaged. So I would pitch the product now in its repackaged format as videos, but.. .if they act now they'll also get the audio, which is over an hour's worth of information, and the 50-page fast-start guide.

,

RePlKkage

Videos

Audio Semndary

!'ast Start Tl1rrd

Dog Business

./ L Audio Course

nJ

Old SChoolllook

Now, my dog business is different and better positioned in the market. Even if one or two of my competitors are selling videos, I know that they don't have as much exposure as I do in the market. Therefore, I can clone my existing business and sell the repackage, competing with myself. I could write an entirely different and new sales letter for my cloned product and start selling it as videos. And of course, because I have something completely different than what everyone else has, I can charge more money or at least test out the idea of charging more money. Right now my product is sold for $47. I could test $67 or even $97 for the downloadable videos. Remember, 99% of my competition is primarily selling downloadable products, but I sell physical products. By doing so, I've positioned myself to be two steps removed from the competition. I'm leading with video and they're leading with ebooks (and occasionally audio); but now I'm sending them something in the mail as opposed to having them download something.

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KNow YOUR MARKET Let's review the importance of understanding your market. I took the time to survey my list, and I found that it's comprised mainly of women over 40. Does this sound like an exceptionally computer-proficient demographic to you? (Not to say that women over 40 don't know how to use computers, but as a rule, when you think of a computer-savvy person, you think of IS-year-old computer dudes, right?) Chances are, a 45-year-old lady from Nebraska, who is really just a dog lover and is not into this whole internet thing, is not going to jump at the opportunity to purchase a multimedia download. So we're getting a major jumpstart over the competition in this market by going physicaL And don't forget, you can always justify a higher price point when you're actually shipping something tangible. STRUCTURING YOUR PRICE

In determining a reasonable price for your product, there are several factors to consider. First, calculate your hard costs. For the dog business, the hard costs are as follows: • • •

Having the videos put onto CD through disc. com: $3.00 Having the 50-page fast start guide (hard copy) printed and packaged: $2.00 Shipping: $6.00 TOTAL: $11.00

A hard cost of $11.00 is considered very high, although, remember, anything ordered in large quantities is going to £educe that cost-but increase your inventory. Because the dog product's current price is $47.00, I could easily increase it to $67.00 with the video lead and repackage. Remember, it's different now, and it resembles more closely the want of the market. And I have to cover my hard costs while still making a profit.

So how would we structure this offer? 1. Let's take a step back and begin with the downloadable package: the first step is a straight offer. I'll lead with the videos and refer to the audios and the fast-start book as bonuses. (I could use my additional bonuses later as pressure stackers for my Mass Control marketing follow-up.) 2. Another offer that works especially well for Mass Control purposes is the bonus lead-in. In this situation, my main offer consists of the audio course and the book. Then, if the customer decides that she likes it, her card will be charged after some predetermined amount of time (a week or a month). At that time, the customer will get access to the videos. So the only way the customer can get the free audio and fast start book is to agree to pay later. The bonus lead-in works essentially like a free trial. The set up for the bonus lead-in is simple. I would essentially use the same sales letter, but I would add text, such as "Yourfree 13-part audio course andfree 50-page book reveal h01J) to have aperfectlY behaved dog in 15 minutes or less without hitting, yelling, or scolding." The rest of the letter would then lead into price by writing, "This is

absolutelYfree fOryou todcry, and ifyou order now, you 'II also get the videos." In using this method, you may also decide to charge a higher price if your product is really good, and you feel confident that people will keep it. In my example, I would feel very comfortable charging $125 in this format. And, remember, keep it simple. You don't have to come up with an entirely new marketing campaign to test this out. You can make fairly simple modifications to your current pitch.

r

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POST DEADLINE FREE GIFTS

The key to offering post-deadline, (never before seen) free gifts is to send them out after the cancellation deadline. This will drastically decrease the customer's likelihood of cancelling, which of course, increases your chance of making more money. For example, if I provided a 7-day trial, I might send an email that says, "Thanks for taking this free trial ... 8 days from now, be on the look out for 3 more dog training products. I am offering these for free because I am planning on selling these for about a $100 later; but right now I would really like your input and your testimonial. LET'S REVIEW

In this section, I've shown you how you can reposition yourself in the market by simply utilizing all of your existing tools and assets. You saw how I differentiated myself from the competition by starting with something that nobody else has. While my competition is saying, "Give me some money, and I will give you a book," I am saying, "Give me nothing and I will give you audio, book, and videos for free, and then you can pay me later if you like it." FINAL NOTE

If I were really smart and had any sense at all, I'd just get some DVDs made. And, mind you, I'm not going to'make a video of myself with long hair looking all weird selling things to slightly older women with dogs. They're going to have one look at me and say, "Who is this guy? This guy's crazy. I don't want to have my dog tr~ed by this weird, long-haired surfer dude." So if you don't want to make your own DVD's, you can place an ad in Craigslist and say, "I'm looking for a dog trainer. I want to make a DVD about dog training. I'll pay you $1500 for your time. I want to sell this DVD on the internet. And not only do I want to pay you for your time to help me make the DVD, but I will also give you the rights to sell the DVD in your business as much as you want." Don't mistake this strategy for creating competition. Think about this: How many professional dog trainers are expert Internet marketers? ACTIVITY

I'd like you to take out a piece of paper, or go to bubbl.us, and create your own mind map of how you could potentially reposition your business. What are your assets right now in your product? What do you have? What could you include? What could you make as a bonus for an existing leading product? If you could come up with the absolute perfect product for your market that everybody in the world would buy, what would it be? What would be the second best thing? How does yours stack up to that and so forth?

Il

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'EEK 1 PLANTING THE SEEDS FOR TOTAL DOMINATION

Section 6: This section corresponds to the Mass Control The Deadly Howitzer Method video Become the center of attention in your market literally overnight... with a little planning and set-up work. How? First, we need to engineer your market's belief systems.

•

If you say it, then maybe it's true. If you tell your prospect that your "system" is fantastic, he or she will think, "Well, it looks good and maybe it works, but this guy is trying to sell me something, and he's using a sales pitch, so his product is probably not as good as it sounds." That is normal human behavior. But then imagine if Jim (unbiased third party) says, ''Yeah, this product really worked for me. I've seen incredible results from it." There might still be skepticism but at least your prospect is getting closer to believing. Remember, this is all natural and has nothing to do with you.

•

If A LOT of people say it, then it's almost certain to be true-the testimonial. If "Jim" and ten other people say, "This product is great, and it really worked for me," your prospect is then going to believe that it is almost certainly going to be true.

•

If it's in print, then it's definitely true. So not only have lots of other people said it, but if it's printed somewhere in a publication that's not mine, and not yours-if a third party prints it (i.e., a review)then it's got to be true, right? This is what the Howitzer Method is based on-the way human beliefs are engineered and the way that we build beliefs in our minds.

With the Howitzer Method, we essentially fIre a Howitzer Cannon straight into the middle of the pond and cause more than just a splash or some ripples; we want to cause a giant explosion in the pond that you cannot help but notice. It's the center of attention in that pond right now. LOADING YOUR HOWITZER MISSLE

The goal of the Howitzer Method is not to start selling immediately. The goal of the Howitzer Method is for you to become the center of attention in your market by getting massive magnet distribution, usually accomplished with the interest and desire magnet. You'll in@trate the forums and newsgroups in your market and have your affiliates prepared for the UnifIed Front attack (to be covered later, but it's essentially all affiliates mailing or promoting your Mass Control money magnet all at one time for a UnifIed Front). \'\'hen all of this happens simultaneously, you'll experience massive exposure in your marketplace immediately. However, there are key factors to consider: •

Don't be your own spokesperson. You need other people to talk about how great your product is, and this is extremely important.

•

Nothing is for sale during this stage. You're simply distributing your fIrst Mass Control money magnet to achieve mass indoctrination of the marketplace into your way of thinking. Once you have this massive indoctrination and you have a massive influx of interest and desire, the rest almost unfolds by itself.

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6

With the Howitzer Method, there are two steps: preparation and launch. During preparation, you initiate conversations in forums and newsgroups, under the guise of someone other than you, using simple dialogue, and leaking your Mass Control money magnet. So, with this preparation, is infiltration, including the leak ofyour Mass Control money magnet to the forum and your cifftliates'launch on the Unified Front attack, during which everybody is promoting your first wave of Mass Control money magnets all at one time .

Howll:Zel'_

--/ Prepare

---_./

'\.

fOrums

NewsGroupo

fOrumLNk

Affiliate Unified Front

As an example, I am going to infiltrate forums and newsgroups for my dog business. When I type "dog owner forum" into Google, I find that there are, literally, as many dog owner forums as I can possibly stand.

Web

Dog Forum www.dogforums.com

Discuss your dogs with fellow dog lovers & experts!

Dog Forum - Dog Training Breeds & Heall Neb Rover is a complete resource for dog owners featUring forums, information and articles ,bout a wide variety of dog related topics. INow.web-rover.coml 17k - Cached - Similar pages - Note this M

Dog Forums -I-Love-Dogs - your Ultimate Dog Forum The Dog Forums are a fun & whimsical place for dog lovers and those of us ... Dog \Iemorials & Rainbow Bridge. Sadly. every dog owner experiences a loss.... NWW.i-love-
Dogomania.com forum - Powered by vBulletin :liscuss ion forum for dog owners and breeders .... Discuss bow to use Dog-Q-Mania and :his forum, watch for announcements or suggest a feature to add to the .•• MW/.dogomania.com/foruml - 69k - Cached - Similar pages - Note this

1\11 Pel: OWners' Forum -tere's your chance to ask and answer Questions regarding holistic and alternative veterinary lledicine for your companion animal. NWW.extendedyears.com!wwwboardfwwwboard.html - 219k :ached - Similar pages ~ Note this

WEEK

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Let's have a look and see which are worth visiting. As you remember from section 2, Quantcast is a fancy secret weapon to use to find out which forums are experiencing significant traffic. When I enter Dogforums.com, this is what I find out:

,. II

Dogforums.com

We do not currently M\Je enough information to profile Dogforums,com.lfyou are [00 own.erof tl1esite you sl1ould- Get Quantified

U.S. Reach: 12,185 Rank: 115:l82 Estimated Monthly Uniques: 12,185

~

There are 20 websites with similar audiences to Www.dogfo

nilar Audience Matches

[1. 10 of 20 displayed in order of relcvance J

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Prodoggroomingsupplies.com U.S. Reach: 9,655

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estimated Monthly Uniques: 52,574

This sile reaches approximately 9.655 U.S. monthly uniques. The

visitor visits thepctccn-ter.com aM reads MooHelp. I m2§ J

,Pk: 140,239

attracts a mostly foo>ule crowd.The typical

Estimated Monthly Uniques: 9.1;55

The first thing I notice is that the forum has 12,185 unique visitors monthly-great news. But remember, Quantcast displays 20 web sites with similar audiences. When I scroll down, look what I find! A website that is dog related and has an estimated 948,616 estimated monthly unique visitors.

I~I Pets.htmlplanet.com u.s. Re.ach: 22,153

This destination reac-ties approximately 22,153 U.S. monthly un.iques. Too destination attracts a ratMr fema,le, mostly Caucasian crowd.TOO typicnll,ltsitor frequents Baby Lore, shops at PctSmart, and ... I ~ J

.1 .

,

Rank: 70,200

Estimated Monthly Unique", 22,153

Nextdaypets.com U.S. Reach: 948,616 Nextdaypets.com is a top 5,000 site that reaches over 94BK U.S. monthly uniques, Too site caters to a more affluent, more female audien.ce.The typic.al visitor visits dogstcr.com an.n uses qreatschool. .. 1m;« J Rank: 2,298

Estimated Monthly Uniques: 948,515

I:.-'"'~I Pets.ca _ "iii

U.S. Reach: 109,458

This site reaches over 1-OSK U.S. month~1 uniques. The site appeals to a ooavity female crowd.The typical visitor .... isits: thepetccnter,com, reads g:ardenweb.com, and frequents Yahoo Answers. I ~ I

~

Ran.k: 17,547

Estimated Mon.thly Uniques: 10SA58

~ Dogs.about.com U.S. Reach: 183,381

R ~

I

This destination rea-eh.es over 183K U.S. monthly uniques. Tr.e destin-atter is popular among a somewhat female audienceThe typic-al visitor visits thepetceoter.com, frequants Yahoo Answers, and reads ... 1 ~ I

Rank: 11,049

Estimated Montoly Uniques: 183,381

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This looks like the perfect place to inftltrate (if they have a forum.) So, what are my next steps? First, I am going to go to Next Day Pets to see if they have a forum, and when I fInd it, I am going to log on and start chatting. Remember, when you infIltrate a forum, position yourself as a neutral party to add value. You do not want to position yourself as "you"-someone selling something. So this is a little sneaky. First, register as an anonymous user (or use a different name or a pen name). Then start answering questions or pointing out good valuable content. You start slowly because you want to establish a history of posting in this forum, and you want to establish a history of providing good value. When it's time to implement the Howitzer Method and when you start leaking your Mass Control money magnets, you don't want to appear as some weird, wacko person coming out of the blue promoting something. The goal of this exercise is also to make it look like it's completely normal for you to be posting there. Position yourself as a person of authority who gives very good and valuable information. Do a little bit of research into your market, scroll through the forum, and see what questions people have and where you can help people. And you might even want to do it as a character who matches the market perfectly. So if I were in the dog market and I know that these websites have primarily female visitors, I might sign on with a screen name like "DogLoverJanet" and say, "Hi, you know, I found this article-you might like it." So here's a good post: "Need help training potty trained my new Yorkie." And here's another one that is a fairly new post: "Help me, my puppy won't let me go anywhere."

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10f31l2UOl 9:39:55 PM

WEEK 1: SECTION

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There are two ways you can answer a forum question, and both will provide value. First, you can write out an answer, based on your own experience or research. Second, you can attach a link to a helpful article in your post. To find an article, you can simply go to Google, type in your key words (be specific so you accurately answer the question in the forum), search for a credible article, and then post it. Once you've done that, you've provided completely relevant and good information, and you didn't push anything. Next, go back to the forum and find as many questions (15 or 20) that you could answer quickly. And I would try to do twenty of them. If you stick to the common questions and provide credible information, you will be perceived as an authoritative contributor.

YouTuBE You can always take it a step further by going to YouTube and finding relevant videos that can answer the questions that are posted and then copying and pasting the video link into your response. You can also choose to add a new post with your video topic-for example, "Cool video. How to potty train your puppy." By using various media forms in your posts, you are positioning yourself as someone who typically points out cool articles and videos to forum members. Therefore, when it's time to launch the Howitzer and when it's time to start distributing your Mass Control money magnet and when it's time to start getting yourself some mass indoctrination, posting a link to your Mass Control money magnet will appear to be a completely normal activity for you. GOOGLE GROUPS

Another easy_way is to find newsgroups on Google Groups (http://www.groups.google.com). When I entered "dogs" as my search criteria, I found a newsgroup with 1,092 subscribers and 62,000 topics-that is a good-sized, active audience. With newsgroups, you want to be slightly less direct, beginning dialogue with questions like, "What's your favorite training method?" or "Do you guys think crate training is good or do you prefer something else?" Once you have begun dialogue, start giving out content. One recommendation, for example, might be to say, "Hey, I just found this really cool potty training video on YouTube. I think you guys might like it. Here it is." If you are positioning yourself as a member of the group, you will be a trusted source of information when it comes time to release your Mass Control money magnet.

ACTIVITY Use Quantcast and Google Groups to identify at least ten forums with good reaches. Start posting to them and then, as a secondary measure, inftltrate the newsgroups as well.

(Frank Kern) Mass Control 2.0 week#1 - Planting Seeds for Total Domination

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