How to Sell Over $50 Million in Health Supplements BY ED O'KEEFE
AUTHOR OF "TIME COLLAPSING: THE NEW ART OF SPEED, MONEY, POWER & MEANING"
“Everything You Need To Know To Start, Profit, and Scale A Health Supplement and Product Business While Avoiding The Hidden Landmines And Sinkholes Ready To Take Your Money!” Dear Friend, When smart and successful people look at all the reasons why they should get into the health supplement or product business, it becomes clear why it’s one of the best long-term, sustainable,and profitable businesses to be in. In fact, There’s never been a more important time to launch or solidify, strengthen, probably (for some of you) reinvent your health business.
This book is written very conversationally and designed so that you can enjoy reading it...in a matter of 1 or 2 sittings. PLUS, give you some VERY specific strategies today...that you can use. Think about it; when this business is properly run... ● Time + Effort = Money Correlation Does NOT Exist. Unlike most businesses, if you you can generate $1,000 a day profit or $10,000 a day profit with the same effort when you improve key leverage points. ● When you invest in acquiring customers they will buy and re-buy ongoing! Some will stay with your company for life! ● High margins! You can mark up your product 3-10X and customers will gladly pay for it allowing you to spend a good amount in acquiring customers. ● Systematize and Leverage the Entire Business; putting it on near auto-pilot as you add more profit centers ● You can work from anywhere! giving you total freedom, flexibility, and consistent income as you build a lifestyle business.
● You can be a highly successful in multiple-channels: build it online, in direct mail, radio, newspaper, and even on T.V. Having Multiple channels can give you a sense of stability and security than just relying on 1 media source! Do this on the side to simply have fun while increasing your income...or ● Add on to your existing business to instantly drive profit to your bottom-line business, ● Move your existing supplement business from offline to online...or online to offline ● And/or completely re-invent yourself, your business, your future by jumping into this amazing market… ●
The Ones Who Make it to the TOP OF THE PYRAMID in this business, and do it right, stay in touch with the ever-changing medias, messaging demands, and ever-increasing short attention span of customers, can absolutely dominate for years and years to come!
However, even the smartest, brightest, and best entrepreneurs enter the health supplement and product business with the best of intentions, a great product, plans, and dreams find it all going into the graveyard like so many of people before them due the unknown traps, sinkholes, and landmines disguised ahead.
If you are serious about building a real, sustainable, and long-term profit machine online and want to avoid the graveyard of broken dreams, while skipping to the front of the line that is waiting to take a few to the Top of the Pyramid; then I would literally stop what you are doing, shut the door and devout the next 60 minutes to reading this entire report!
Sidenote before we get started: I highly recommend a highlighter, pen, note-pad. Turn off your phone and get to work here as this report literally has well over $1,000,000 worth of insights and advice that you can implement immediately. I promise you that there is nothing else on your “to-do” list that is this important!
Secondly, this letter comes with a two private invitations. First, I run bi-monthly trainings called Health Marketing Intensives, in a very small group setting in order to give you the results you desire at rapid speeds (usually maximum allowed is 12) if you plan on selling supplements, health info- products, or any other type of product for ecommerce. It’s not cheap and you’ll see why when you go through this book, but you don’t want to be left out on the waiting list if this is what you decide you want to take seriously and succeed at. You can learn more about the Health Intensive: http://www.TimeCollapsing.com/healthintensivelive If the LIVE training doesn’t work out for you, I’ve created a bi-monthly group coaching format teaching EVERYTHING I give you in this book in more depth. Cash Surge Strategies, Conversion rate optimization hot seats, and “What’s Working NOW”. This literally is what I’m focusing on while my team runs the healht supplement business for me. THEY run the business- and I design marketing campaigns that I give to them AND my “Silver Inner Circle Clients”. You can check it out here: http://www.TimeCollapsing.com/Silver Last: We all have had days in our life where something came across our desk, or someone we met, came into our lives at the right time for the right reason. This is THAT moment for a small, select group of serious entrepreneurs, and I can’t promise it is you… but if it is and you snooze on this, you will not be happy) One more thing before we dive in: anything is possible with the health business. There are companies doing a couple million a year to a few hundred million (and billion) a year. If you have failed before in your attempts to get your supplement or product business working online and you are even the slightest bit embarrassed, please stop, it’s not your fault. As you’ll see through my story, there are sooo many misconceptions, conflicting advice, bad teachers, confusing issues, and ways to mess this up. My goal and job is to clear it up for you...and make it as simple as possible:-)
My Crazy (And Embarrassing) Story… Fully Revealed My name, is Ed O’Keefe, I’m the ridiculously proud Father of 7 Amazing kids and married to my best friend and superstar Wife Nola Jean. We grew up on the southside of Chicago 4 blocks from each other and didn’t actually meet until college. Didn’t start dating then married 9 years later.
We now live a few blocks from where I grew up and love raising our kids, coaching, and being normal down-to-earth people. I wanted to share this first, as it sets some context to who you are talking to and where I’m coming from.
The Beginning
9 years ago, I sold off a highly successful coaching and consulting business to pursue my “Next Big Thing” in life. I researched tons of different markets, attended seminars, and ultimately dove in head first into the supplement business. As you’ll find out in my story, the health supplement business, when done right, is one of the best online (or offline) businesses you could possibly start and grow if you are a health expert or entrepreneur, but is filled with unknown hidden landmines that even the most well-prepared will miss.
I was excited, because it promised recurring revenues, long term customers, the ability attract customers automatically online. The idea of having a real business with a scalable product where there are new customers entering every single day was very exciting.
I had a couple “experts” offer to help me to get started. They helped me choose my product, my offer, get merchant accounts, “connect” me with a clean traffic source (if you don’t know what that means it will become clear in a minute), and all the other vitals I needed to get live.
Just so you know, I’ve always prided myself on taking action fast and being “literal” when learning from someone who has been there and done that. I did exactly what they told me.
Launch Day! So at this point, I felt really, really comfortable and confident that I had taken every single step imaginable in order to set up myself for success. After everything was tested, our website was live, and we “turned traffic on”. This is one of the first big lessons to me regarding dealing with affiliate networks and traffic people. The really, really good traffic guys already have traffic waiting there. They can instantly take your product from zero to 50 sales a day if it can convert. I still remember being up at my lake house with my family. It was snowing outside, and I saw the first batch of customers coming in. We were offering a free trial. The free trial gave them 15 days, and then it would go into a $79 a month continuity. We had the dashboard setup. I saw these numbers coming in. I left my computer on in the kitchen, and every half hour or so I would go back there. I would press refresh, and I would see the new batch of customers that just bought the product. I remember literally that night saying to my wife that THIS
is the way to our
retirement plans! Auto-pilot riches...or so that is what I had thought.
The numbers from our traffic people were showing how the sales funnels was converting
really well. How it’s going to be great offer and they wanted we jump up to 50 sales a day. I was really excited about this because, if you start doing the math, 50 sales a day was more money than we were currently making in our other business. That’s $5,000 a day on the front end. You can crank that up to 100 sales a day which would take you to approximately $10,000 a day fast. (The good news: even though I’m telling you my disaster story...which I learn from quickly. The numbers I’m talking about are VERY real. I have clients doing over $100K a day right now… and many clients doing $3K-$20K a day very consistently. Which stresses the importance of getting these fundamentals dialed in at the beginning) It was very exciting if you factored in that 50% of the rebills would stick, and they would stick with you as a customer and then the certain percentage would stay at our second month, third month, fourth month. We had everything in place to make sure that we were protected.
2 TRAPS Were Set...And I Had No Idea! There were two traps that I didn’t know even existed, and one of those traps, they both came true, but one of them, was a complete rookie mistake that I didn’t even know you could make. The rookie mistake was, we were dealing with a traffic network whom I had been promised were good people. The had “good, clean” traffic. We were only going to have private mailers, whom my connections knew to give us good quality traffic. If you are confused at this point, so was I. That confusion set me up for failure in a BIG way! After 15 days of doing 50 sales a day, all the numbers looked great except for the number that actually went through. The first day, we had 10 sales that actually went through out of 20. These guys were telling me it was a good thing, but after that the two day, three day, four day, five about 90% of the sales that were supposed to be rebilled; were NOT going through!
The Day DISASTER STRUCK! The credit cards didn’t work! The few that actually did work were stolen credit cards from someone else. As you can imagine, the mistake I made, is I had already paid out the commission to the traffic networks. What that means is that every product that didn’t go through on the rebill, they had to pay shipping and handling to get their product for nine dollars. We were given, we charged a credit card for nine bucks and we sent the customer their package. We paid out a commission. We were negative anywhere between $30 to 45. Hoping that a certain percentage are going to re-bill at $79. Some people would take two products and bill at $120. That was how the company was “supposed” to make profit, but all those sales were fake. Hundreds and hundreds and hundreds maybe thousands of customers came through our system, and at the end of the day it was all fraud. When this happens: all of the sudden your merchants account get shut down. You start getting phone calls to your customer service from customers complaining someone stole their credit card. They think that we were the scammers, when we weren’t. It sucked. In a very short period of time, in a matter of six weeks I went from so excited from starting this new supplement business to literally losing more than $125,000 of pure cash, out the door with these affiliates. Another $50,000 I refunded to the actual few customers who were real customers in a display of good faith to the merchant company in order to not get blacklisted. That happened anyway.
Overall damage was probably in the couple hundred thousand dollar range right there. Not to mention all of a sudden we lost six to nine months of preparation and work in order to get us ready for that launch. As you can imagine, I was extraordinarily frustrated. During this time, I still owned one of my businesses in the coaching and consulting business. That is what allowed us to stay afloat a little bit, but at the end of the day, that was right after 2008, and I think early 2009. The economy was actually crashing. One of the key notes that I want to make sure that I put forth here is, I didn’t go into the blame game and start blaming everybody involved.
It was my own fault! There were certain things that I could have done to prevent all this, but I didn’t know it. Even if I knew, something didn’t feel right. There was a few gut feelings were going on, and I didn’t follow my intuition and I should have.
The Silver Lining appeared! What I will say is that, very shortly after that I had a friend of mine who said to me, “Why don’t you
try out direct mail?” I was introduced to a direct mail list broker. Hired a consultant who was in the direct mail space. She found a great longevity doctor, a clinical researcher, a copywriter. She helped put a team together to create a great product and a message that could go into direct mail and do very, very well.
Why I Fell In Love With Direct Mail For Health Business!
What excited me, about was in direct mail, was that customers have to call and talk to a real person to put in their phone order. They know exactly what they purchased. If they chose to be on the auto-ship program it was explained to them and they purposefully accepted it. Sometimes online, a customer gets confused and agrees to auto-ship on accident. When I step back and look at the free-trial model the way it was being used, I can see why it’s a flawed system in and of itself. That is why I won’t run a business with that specific model. We went ahead and launched this direct mail, and very quickly we tested out 60,000 direct mail pieces, the numbers look great. I think we doubled it up to 120,000. Within a matter of six months we were mailing over half a million direct mail pieces, and the company went from zero to doing 400-800,000
a month in sales very rapidly.
It was very exciting to be honest with you. I think our best month was around 850,000 of direct mail pieces. There are a lot of lessons in that. At the time, looking back, there was some key things I didn’t know about direct mail, that if I knew now, I probably would have stayed in direct mail the entire time instead of moving entirely online. (In fact, as I’m writing this, we are doing very well offline and gonna start direct mail again:-). Two of those things really quick are, that you are hitting this saturation point where you are mailing a lot of the same names over and over again. I probably would have scaled the number I mailed back instead of trying to push to over two million direct mail pieces, I probably should have dropped back to 300,000 to 500,000 every 6-8 weeks in order to stay in the mail and build the back end of my business faster. I was prepped and ready to scale the business. I had zero back end ready to roll out. I think that was a fatal flaw, but is easily fixable if you plan it out. The next thing that was a fatal flaw at the time was that I didn’t understand inventory lines of credit.
I didn’t have enough personal capital to set aside to allow me to float the 60-90 days or that I was going negative to acquire customers. Knowing what I know now, I would have gone and got financial leverage in order to be capable of staying in direct mail and scaling. (Note: there is a science here. I pretty much taught it myself, because while marketing spreadsheets are great, a cash flow projection sheet is VITAL. A good CFO should be able to lay this out for you so you know exactly what you need. However, they can be expensive ($150K)...which is NOT where I suggest putting your money if you are still dialing in your offer, your plan, etc.... I didn’t one at this time. I “thought” I did. To help my Silver Inner Circle Members, I provide my inventory templates and cash flow templates as well) So at the time, we had a successful direct mail campaign going, but I was cash tight. I had no back end products to sell to my existing customers. More importantly, I didn’t have the sales copy to use. Knowing what I know now, products are easy to get, but sales copy is where the GOLD is at. There were some flaws in my thinking that, again I would change now, and I think I would have had a lot more success faster. It illustrates this point: I was sitting there with a lot of revenue flow, a lot of customers coming in, but we weren’t monetizing them properly.
The Decision To Move My Direct Mail Business Online! I asked a friend who had been in both the direct mail world and had a successful online business, I said, “If you had a sales letter that has converted to in direct mail, and you wanted to bring it online?” She said, “I would just start doing direct solo ads.” I didn’t even know what that meant. I quickly learned what direct solo ads were. The first couple that we did, they were like direct mail pieces, or email drops to newsletters. I put an opt-in web page together. The first one I mailed made over 120% return on ad spend within two days. I had ad also generated a ton of leads. What’s important for you to understand is that, in direct mail, I would make 120-140% return ad spend in 30-60 days.
I very, very quickly bumped that up to a couple hundred thousand dollars in ad spend a month online.
The speed at which the customers were coming in had me hooked on moving my business to the online model. (Note: Was it the right move at the time? At the time it was, but what I knew then it was. Could I have stayed in both locations? Direct mail and online? The answer, absolutely yes knowing what I know now. However, while I have a few friends that do multiple 8 figures off-line… it’s SOOOO much easier to get started online. Faster to scale...and easier to make adjustments. Remember, it’s not just about what you “could” do...you need to think through how these decisions impact your lifestyle.) I started building strategic relationships, started buying solo ads, started optimizing my funnel, changing a lot of things to work differently online. Even though we were experiencing success right away, it took me about a year to finally knock it out of the park. Once we did though, we went from doing $500,000 a month in October and by February we were doing 1.6 million a month, and that grew and grew in the next year and a half to two years.
The Business Tripled in Less Than 3 months! In a VERY short amount of time, I was able to make up for all the losses I previously, plus catch up on my cash flow. The best month was 3.6 million! Wanna know what I did to knock it out of the park? Keep reading. I’ll share some of it below, but I can’t give it all away here. There are a few things that you will only get by being at the Health Intensive or in my Health Marketing Silver Inner circle. With success came some really interesting things.
A large, well-known company offered to buy me out. When they went through all of our sales copy, they started hammering me over compliance. This particular buyer had had issues with the FDA in the past and were paranoid about everything. I’m not saying they were wrong, but my response was a knee jerky one.
I, stupidly, decided to pause everything and create 4 info products as I was thinking I was going to change my business model to a “information first, then backend with supplements.”
But one thing held me up; I “needed” to test a fully compliant video salesletter (VSL) before I went.
The VSL converted well enough to jump back up our sales to doing over 2 million a month for the next 6 months straight.
When You Have Momentum Online You Need To Ride The Wave While Building Your Next Big Thing! This could have been a number of reasons by the way: when affiliates are HOT on an offer and/or you have momentum, the last thing you want to do is “pause”.
In hindsight, what I would have done is kept the existing video salesletter running as I edited our new much more conservative VSL. With focus, this could have only taken 10 days.
But, I allowed others to get inside my head. There is an assumption among a lot of marketers that the more “claims” you make in your salesletter the better it will do.
This is not true. In most cases, a sexier way of telling the story can position the product much better and allows a lot of the benefits up to the imagination. I didn’t have Facebook at this time to advertise on, but today, you can use great education based videos that have ZERO claims...and teach the audience something they didn’t know about helping them...which leads to a highly interested prospective customer.
“Imagine if you take the quality of the story telling that offline direct mail copywriters can do, what Billion Dollar Infomercials have done (like Pro-active, P90X, and many others) then combine it with the formula’s that work online...with potential access to your ideal customer using Facebook, Instagram,
Youtube, and Native Advertising! There is UNLIMITED POTENTIAL for a person who is passionate about impacting the world in the Health Business!” Now-a-days you can actually make the online experience so good that you end up creating a better quality customer than even direct mail does. Even more exciting is the potential of acquiring customers online and then segmenting your best customers AND communicating with them using direct mail. Pro-Tip: 99% of online marketers are NOT doing this. What they don’t realize is that email open rates are dropping rapidly...which is crushing life-time value...making an integrated, multi-channel approach to marketing a necessity.
There has NEVER BEEN A BETTER TIME TO BE USING the internet to grow a very profitable health supplement or product business!
There best news is that there are so many ways to do this. whether your ambitions are to scale to 30,000 or multiple hundreds of millions...or keep it really small, lean, and profitable.
You get to decide this.
While the past 9 years have been riddled with embarrassing mistakes, and near business death experience, I was able to profit while accumulating this wisdom by getting hammered in the trenches and coming out alive on the other end. There were no books or training courses on “how to get into the health supplements business” that actually worked. It was all garbage.
Today, I get to raise my 7 kids, coach my kids team, last year we have traveled to Florida, colorado, Hawaii, having total time freedom while also making enough money to start building my own wealth.
Becoming one of the first Investors in KNOW FOODS (a gluten free, grain-free, dairy-free, soy-free, peanut-free bread company that tastes amazing AND has sights on disrupting a multi-Billion Dollar Market) You can get a free bag of KNOW Donuts when you go to their site and use “EOK” as the code. www.KNOWFoods.com
In October of 2015, at the age of 40, I did a 51 Hour Hell-Week Experience called Kokoro! I’ve never been prouder than that experience as an athlete. The photo below shows our class in the Pacific Ocean at approximately Hour 45. It was an amazing experience. Why do I share this with you: this business is, in my opinion, the ultimate lifestyle business that works for you when you do all the things you want to do in your life. Travel, be with family, do adventure, work on your own time-line, become an investor...and much much more!
One thing became crystal clear to me was that….
For Me, Ed O’Keefe, The Lean Model of Running A Supplement Business is WAY more Fun, Enjoyable, And MUCH More Profitable. If you haven’t read the book “Exponential Organization”- I highly recommend it.
It really spoke to me about how the way we are taught to build businesses for today’s day and age is wrong. I made a key decision to move myself out of the day to day completely...and only be an advisor to my business. I put a quarterback in charge of the company. He is now my key contact of our supplement business and all my communications go through him. We put in this amazing system that allows us to execute on our ideas while protecting the company from too many ideas from yours truly. Yep, me. My personality (unique abilities) combined with my past 16 years of learning marketing, copywriting, selling, and being a CEO has all been from being the in-the-trenches. No traditional schooling. No short-cuts, just grindin man.
I read like a mad man, attended seminars, and studied from many of the greats. (Dan Kennedy, Cory Rudl, Gary Bencivenga, Jay Abraham, etc..) while, also studying and becoming friends with a number of current online experts.
The Problem With Too Many Ideas… So, as you can imagine, I can SEE 100 different ways we can improve our business, but a great idea without execution is worthless. I created a game plan that allows us to run a nice systematized and highly effective model of execution. The rule is simple: we test 1-3 BIG things a month. That’s it! This usually takes me literally a couple minutes to figure out. Then I give it to my quarterback...and bada boom bada bing. That is how we are operating and it works better for everyone involved. We have a few high level strategic relationships that help with: a. driving new customers to the business through multiple sources. This includes affiliate traffic, CPA traffic, direct ad buys, email solo-ads, and a few more.
b. monetize, nurture, reactivate, and ascend existing leads and customers. C. I have a virtual affiliate manager who already has dozens of relationships and is already trained. d. We rent our list out to other marketers. This is a SMART way to make extra “Free” money for doing practically nothing. Think about it; those are 4 ridiculously high value activities that we now have strategic relationships DOING all the leg work and grunt work. (Note: we have multiple means of acquiring customers, but we changed our
operating model from: “let’s hire someone to do that”...to: “Let’s find an expert who is already doing this...and cut a deal that is win-win for everyone involved.” I’ll talk more about this later, but it’s impossible to become an expert on everything when it comes to this business. So, you can’t live in a bubble and hide under a rock. When you act like a pro, you will attract all the real A+ players that are awesome to do business with!)
My main role in the company has changed to something I’m really loving. It is: ● bring ONLY million dollar breakthrough ideas and plans that can be executed by our “lean model” ● bring strategic and synergistic relationships to the business that are complete win-wins for the business. ● spend most of my time learning what is new with facebook, youtube, retargeting, and integrating e commerce into a direct response business. Where it fits and where it doesn’t! Those are my best core gifts. Having those filters up have provided me with a different level of thinking and goal of surrounding myself with a different quality of individuals.
My calendar freed up completely, because I no longer am in meetings or working on “daily or weekly” needs in the business.
I’m hanging with my family. Working out...and have the free mental space that allows me to provide some crazy awesome value for others. (YOU!)
The big question became:
What Am I Going To Do With All The Other Ideas, Strategies, and Assets for Growing IN the Health Supplement
and Health Product Market? This leads me to doing something that I haven’t done in over 9.5 years and have been reluctantly unwilling to do until now. I’ve decided to pull back the curtain for a small group of serious marketers, entrepreneurs, experts, investors, and/or current supplement owners...and give them my Ultimate Shortcut to Building Your
Very Own Multi-Million Dollar Health Supplement or Product Business Online. Like I said before, you can learn this LIVE in an Intensive environment or check out my virtual training. Either way...NOTHING will Held Back! Guaranteed! In this 2 day event, right here in Chicago, there will be no question unanswered, no stone unturned. I will walk you, literally, by the hand and show you everything you need to know to get started online, offline, and in print. You will be given all my shortcuts and best relationships, best funnel models that are working right now, so you can experience profit as quickly as humanly possible. Plus, show you how to scale big intelligently with the right people helping you along the way. This “system” is flexible to your personality, your goals, your values, and what you personally want for you business and life. No one, that I know of, has ever gone through the story that I did... tested practically every single media, lost as much as I did, then came back to the not only recover it, but continues to excel in this business! Most people quit. Move on...unknowingly leaving years of future profit untapped, because they stopped too early. After all there are “easier” ways to make money, but there are not that many businesses that are as profitable and sustainable for the long-term once you figure out how to make it work! My job is to short-cut all the pitfalls, sinkholes, and landmines! I’m going to tell you everything about the intensive shortly, but first I’d like to share with you some hard core value so that you can feel and experience what I’m all about. To give you a glimpse into what a full 2 days would be like. Let me give you three quick examples so you can see how BIG this market and the potential is:
Meet Joe, Sandy,and Rocko!
Joe, 54, wakes up at 6:20 am every morning. His 3 kids are all stirring and heading off to high school, except his youngest Julia. She is 14 and is finishing up her 8th grade year. He doesn’t know why, but she puts her headphones on, stairs out the window the entire ride to school. “Must be a phase”, he justifies to himself. Afterall his two boys at least talked to him. When Joe gets into work, he receives the results from his recent blood work.
His cholesterol is high, he now officially has high blood pressure, and even though he has been 40 lbs overweight for years. He has now come to the “holy sh$$” moment realizes he must do something about it.
“How could I have let this go for so long?” He desperately wonders.
A few minutes later Joe is reading his daily conservative website when an image (a disguised Ad) calls out to him: “Are You Worried About Your High Blood Pressure?” Take a 30 second evaluation to find out how you can naturally experience health blood pressure. Do you think Joe clicks on that Ad? Do you think he takes that Survey? Is there a high potential that he becomes a customer of that product? Let’s assume the answer to all three of these is “yes, “yes”, “YES”. Now, here’s the magic bullet question. How many people like Joe are going through this experience every day of the week? Let’s just say, for speed sake, “A LOT”.
This is what is called, An evergreen market.
An Evergreen Market is where there are always new people coming into it every day, every week, every month. So, if you create an offer that converts and gets people to buy, you can have a long term, highly profitable business while creating enormous value for people!”
Meet Sandy- she is 49 years old and feeling great. 4 years ago at a Christmas party while holding her new Granddaughter Sandy looked in the mirror and was stunned at what she saw. She didn’t recognize the obese woman looking back at her. It shocked at the core. That was it. She would never feel that way ever again she told herself. The next day she went online searched: “Best Diet For Weight Loss”. She found a woman who was giving away a 5 day video course titled: “Eat Your Way To Weight Loss!” Sandy joined the free course and committed to doing exactly what this lady taught her. Afterall, she was the same age. Looked Great and was very kind and helpful.
When the 5 days were up, she joined her membership program that she offered and has become a loyal follower and raving fan.
Now it’s a few years later and Sandy takes every supplement this lady recommends. An omega-3, protein pack, greens, amino acid recovery, to name a few. Her “investment” in supplements and education is easily over $250/month, but “it’s the best money ever spent”.
At the age of 49 she has become an inspiration to her friends and family. People ask her all the time how she did it. She happily directs them to her website.
Ed Questions: How many people are like Sandy, living the life of quiet desperation and need someone with good marketing and a great product who can give away enormous value to gain customers?
According to Journal of American Medicine, 34.3% of the population are obese! Researchers indicate that Americans will most be affected by obesity, with 81 million expected to be overweight and 113 million obese by 2022.
If you aren’t an expert, don’t worry, there are thousands of them out there who don’t know how to market?
If you are an expert and you are teaching people right now, look at how much money you are leaving on the table by NOT selling supplements. A typical information buyer might spend $69-$120 on the high side.
Our average sale was $199-$250 on initial transaction. Imagine if 10-20% of your information customers upgraded into full on supplement profile plan. You’d be adding $100-$250 a month per customer with that type of customer.
Meet Rocko! Rocko was named after Rocky! Yep, his dad was a big Sylvestor Stallone fan. Bartended for years and had aspirations of being a professional boxer. His son Rocko was not going to live his life, but have opportunity he never had.
Rocko did just that. Instead of working in the bar, he owned 3 bars and invested a good percentage of his portfolio. He was the ultra man!
He drank Bullet Proof Coffee, ate Paleo religiously, hit the Cross Fit box 4 times a week, and trained in Brazilian JuJitsu (BJJ) the other 3.
Even though he was now 35 years old, he secretly told himself that he was the new “Superman”. Mentally, physically, spiritually, and nutritionally in beast mode.
He read newsletters from T-Nation. Critiqued the advice and religiously made sure he had all the pre, during, and post workout nutrition. He bought all his “muscle building” products from T-Nation, but would find all his anti-aging, brain/focus products from Amazon.com, or other cool experts.
Rocko easily spends $3500-$5000 on nutritional supplements and programs. This doesn’t include his bi-annual blood testing and DNA analysis.
If you owned a business that catered to a guy like Rocko, just imagine what it would be like having him as a customer for 3 years. What if he stuck with you for 5 years or beyond. You can acquire 100 customer and if you get 1 Rocko, you can build a pretty amazing, long term business.
Now, you’ve met 3 examples of people out there right now in the world who are supplement buyers. But there are more:
● The 65 year old woman who is terrified of getting Alzheimers or Dementia. She buys every brain thing on the market. How do I know this? Our facebook marketing most profitable demographic was over the age of 65. ● 26 year old competitive Martial Artist. Even though he is broke...he buys his Supplements! He will give up everything that has Zero to do with his performance in order to
● Survivalist guy- he already knows the world is going to end for everyone else, but him and his cronies...he hates Big-Pharma and will buy anything that sounds like it’s against the government and will help him live longer.
● Financial Investor Newsletter Reader- has money. Wants to live a longer, more enjoyable life, feeling like a young virile man without pain as he see’s his money grow.
He loves to read and will buy almost everything in front of him that promises to help him.
Out of all of these examples, have I shown you one bad customer? Nope!
This business, when done right, can give you everything you’ve ever wanted and more.
If you are thinking small, secretive, and that there is “not enough for everyone to make a killing in this business, you are not thinking accurately. There is no saturation of a market, only a blockage in your mind.
The Baby Boomer market in just the U.S. population is projected to grow from 314 million in 2012 to 420 million in 2060, an increase of 34 percent.
This is just the United States. However, with the internet you can now market to this demographic in Australia, Europe, and Canada to name a few.
The Senior Market: By 2030, there will be about 72.1 million older persons, more than twice their number in 2000. People 65+ represented 12.4% of the population in the year 2000 but are expected to grow to be 19% of the population by 2030.
That is a GROWING MARKET! The Cross Fit Market is growing at ridiculous rates! the graph shows just under 6000 affiliate gyms, but now there are over 10,000. The Tough Mudder was shown as the #2 Fastest growing businesses in Crains New York in 2013.
They literally went from zero to $73,000,000 in just 2 years. An unheard of 3,291% Growth Rate! Spartan Race: In 2010, Spartan Race ran its first event and miraculously inspired 1,500 people to show up and complete an obstacle course built to challenge even the most fit competitors. Three years later Joe De Sena, CEO and Founder of Spartan Race predicts that a total of 650,000 people will compete in the 60 events hosted in the U.S., Canada and the United Kingdom.
Running USA reporting that in 2013, over 42-million Americans ran six or more days per week. That is an increase by 70-percent 2004. Zumba Fitness: Fourteen million people in 150 countries take Zumba classes at least once a week. Zumba Fitness has 250 employees and a reported valuation of more than $500 million. (The company does not release revenue figures. CEO Alberto Perlman says it grew 4,000 percent from 2007 to 2010 and 750 percent in the past three years.
What is great about these “raves” like Cross Fit, Tough Mudder, Spartan Race, or Zumba is that they spin off billions of dollars and create new markets: equipment companies, clothing businesses, and yep- supplement businesses!
These new participants run out and buy MORE...not less!
Billion Dollar Businesses like Guthy Renker are selling Cindy Crawford’s beauty skin cream. This not only creates awareness of skin and beauty, but also creates a tidal wave of new buyers into the market.
Larry King’s heart infomercial selling Krill oil has been running for over a year and is still pumping strong. This is creating “buyers”.
You can’t turn on the TV, read the newspaper, or get on the internet without seeing ads about nutritional supplements, weight loss, anti-aging, or beauty. WHY? BECAUSE it is a never-ending booming, recession-proof, market that is only going to grow! There is no shortage of buyers out there...because there are new buyers entering the health, beauty, fitness, and growth hacking market every day!
Buyers are buyers are buyers… and my belief is that there has never been a better time to launch a health supplement or product business if you can create serious value for them! Here Are A Couple Real World Examples Of Businesses Selling Supplements Right Now...and How I Would Reverse Engineer Their Process for Guaranteed Success! The two photos here are real live examples of “text link ads” on a site where I buy advertising. The top photo is a screenshot I took 2 years ago of all the advertisers on this popular conservative news site. The photo of the bottom is a screenshot I took today in 2017. What do you see? #1: There are more advertisers! I conclude that it means the health market has gotten stronger online the past 2 years.
#2: The same offers that were working 2 years ago, are still working now! Conclusion: Create a compelling bad ass offer and it can be a long term asset that consistently puts cash in your bank account. This will tell you what offers have been there for a longer period of time; thus allowing me to know what offers would have “sustainability”. You’ll notice that COQ10, Prostate, Testosterone, Diet Pills, Belly Fat, and Erectile Dysfunction are on both screen shots. Conclusion? knowing just this would let you know that Now, at the intensive, I’ll take you WAAAAY deeper into how I deep-dive into these funnels and use other competitive tools to validate my conclusions. Then I’ll show you how to identify everywhere else these offers are running so you can have a media plan based on someone elses proven spend if you like. The trick to Validate Their Traffic is To Use A Tool Like Compete.com
This site example that I’m showing here is featured in one of the text link ads above. 200,000 visitors a month isn’t a big deal, but what grabbed my attention is that when I went to see where they were getting their traffic...I noticed a CHANGE in their Top 3 Traffic Sources and an increase.
What you see above is that they are getting 51,000 visitors from Facebook and it is a 47% increase, Google, 34,928 (a 108% increase), and a 294% increase from Yahoo. I would then take this, use either Facebook Insights or another tool to see what they are running and doing on Facebook that has created the bump. Are they running a ton of traffic to articles, then using retargeting? Are they going to a lead generation page? What is their main offer? Since I’ve been in the game for 6 years, one thing I know that no tool would tell you, is that they used to get all their traffic from GOOGLE. Things have changed:-)
What Do You Do Next? ● You Find their Ads(s). This takes me about 30 seconds using another tool. ● You set up another email that you don’t mind having a ton of junk email in. ● Video tape the process of “opting in” using a free tool like JING or Camtasia.
● Create a folder to hold all the assets and create a mind-map of the entire process. You now have a blue-print of a successful online health business. This particular example is an information/health news site that actually lead generates then sells some ebooks and advertising. They make all of their money selling advertising.
This is one more way to monetize your list and at the private event I’ll show exactly how to do this AND who can help monetize your list for you.
The NEXT BIG ADVANTAGE OF DOING THIS! By being on their email list, you’ll start seeing other offers via their emails coming out. But you
don’t care about EVERY offer...you just want to see the most successful ones, right?
Here is 1 of the 2 ways to do this: let the emails from that media source and other media sources accumulate.
After a couple months, you simply sort your email inbox by “Subject line”. You’ll see that there will be some subject lines that will be identical. If you are following a few different newsletter lists, then you’ll probably see the same subject line from multiple sources.
When You See the Same Subject Line Mailed Multiple Times To the Same Subscribers- What Does This Tell You? There is a 95% chance that the reason they are running that subject line in multiple places is because it is working. Just look at the example below from one source. The Source of the emails are deleted… but you can see the subject lines and dates the email arrived.
This offer has been running every 7-14 days to probably 400,000 -800,000 subscribers in just 1 newsletter. They are spending a LOT of money to do this.
If I had a testosterone product, or a product that can make men feel stronger, younger, and more viril. This list would do VERY well. I would also be looking at how they structured their offer.
The process that I’m trying to show you is literally bullet-proof if you follow the steps and understand the rules. After you have the assets, the offer, the lists, and the gameplan, now what? Well, one way to scale this is to work with a trusted and well-experienced media buyer and a do a couple minimum buys to some lists and sites that have potential for scale. This could cost you anywhere between $2,500-$5,000 to do. If you are working with a pro (whom I’ll introduce you to) and you have followed all the steps laid out, you will not bomb. You will have the best opportunity for success out of the gate possible. Every time, you need to set up a testing game-plan for these “ground zero” tests.
This way, you are setting yourself up for a real plan, rather than haphazardly going at it. It amazes me how people say they want to have an 8 figure business, but they plan like a 5 figure thinker! If you want to create an extra $3,000,000 to $20,000,000 a year in revenue, then you must have a split testing game-plan and understand you will be INVESTING in this business. If you don’t have that mindset, then this business is not for you. Sometimes an offer will be crushing it out of the gate. At this point, the buyer I work with will come back to you and tell you how much more testing they need to do and how much traffic you should expect. Once they have enough data, they will be able to consistently predict that how many sales they can get you at a certain cost per click (cpc) or cost per acquisition (cpa). What happens if the offer is a little below break even or at break even? That’s up to you, but my suggestion is to think: “not a problem. we have a testing game-plan and if we are a little negative while optimizing this, then let’s keep doing our minimum viable tests” This allows you to acquire customers (who you put on your backend)...while you are learning by running tests...and working with a highly viable scalable traffic source! That is what it looks like when you are acting like a pro. Sidenote: As I write this, I am doing this exact process offline as well. the fundamental are the same, but the key is WHO you are working with, what are the key areas to test, and how do you line everything up to work smoothly. There is definitely an art and science to it, but you also need to realize that you are INVESTING in a business. Not a shiny object that will be gone in 1 month once Google or Facebook changes their algorithms.
To Stand On The Shoulder of Giants or Not…That is the Question!
By now, if you have read this far, you are probably already in or pretty sure to dive into the Health Supplement business, the only question is how systematically and effectively are you going to shortcut the path from where you are today to where you want to be tomorrow.
Your question now is more about the pain you are willing to sustain unnecessarily, money that you will go down the drain, and most importantly the lost opportunity from missing out on what has become obvious to me through my adventures.
This business is unlike the shiny object things most of our Internet Marketing friends bounce around chasing. It’s a real living thing that you need to treat right…or else it can blow up…or net get off the ground.
Who Should Be In The Health Supplement Business? There’s never been a more important time to launch or solidify, strengthen, probably (for some of you) reinvent yourself or health business. If you are currently in the Health Supplement Business (Direct Mail Or Online)…. unless you are absolutely killing it, raking in millions and millions a month, and have no reason to improve your business, then you should be at the intensive or minimally be in Silver Inner Circle The funny thing is: I bet the ones who are doing best are the first to sign up. Always looking for the slight edge...easily willing invest in themselves and their business without hesitation, because they know the power of just 1 idea.
If you are currently an expert in the health, exercise, lifestyle, growth hacking movement, and/or anything like that circle you are missing out on big profits that could be coming in your bank account instead of someone elses. If you want to easily increase your profits fast with your existing customers, then adding a line of supplements is an easy way to give you an instant bump!
A few years ago, no one knew who Drew Canole was...now they are doing a couple million a month with their best-selling product Organifi!
Dr. Axe is everywhere including being inside local health stores….however, before facebook and YOUTUBE...no one knew him.
If you have a facebook account, you can’t go no there without seeing the ads from Gundry MD… it’s because they are absolutely KILLING it...and doing it in a VERY classy way!
Another group of guys that are doing an amazing job are from Truth Nutra. They are doing very simple video ads...and blowing the doors off.
If you are a marketer, entrepreneur, and/or investor looking for your next big opportunity: you might be wondering if the supplement business is for you or you are already going
to be go into it, but you need the short-cut. This is who I was. I was out looking for my next thing and after looking at all the benefits of this business: chose it.
The Health Information, Supplement, and Product business landscapes are changing rapidly with the newest and latest splintering of medias, mobile devices shifting customer usage, content marketing, retargeting, and lack of attention from consumers just to name a few.
Recently, a lot of Amazon only nutraceutical guys are joining our Silver Inner Circle Membership, because they need to learn things like Lead generation, Conversion Optimization, and how to actually run a business! Reason being is that Amazon has just changed the algorithm once again...so it scares the hell out of guys who only have the 1-legged stool approach to money.
If you only have 1-leg or more specifically one source of attracting customers THEN you are potentially DOOMED. Trust me, I’ve seen it and been a victim to it.
We were doing 10,000 bucks a day on Facebook... when they changed their ad policy. So, we went back to ZERO. Same thing happened in Google. The good news was that I had affiliate marketing, email marketing, CPA marketing ALL going on at the same time.
Some of my friends went out of businessI DID NOT! That’s why: You NEED the most timely and up-to-date, verified by real world experience and legitimate experts who actually “do” the business (not just teach)...to avoid business-killing errors.
The IMPORTANCE of all this is pretty simple: I’ve seen dozens of guys try and follow me into the health supplement space without success. The few who blindly followed that actually got
traction had certain “assets” in place that allowed them to be sustainable: media buying partners, information businesses to support their other business,
However, the guys I personally helped early on and gave access to...are all humming along nicely. One of them is doing $60K a day consistently while another is happy doing over $10K a day very profitably.
Another example of topics that rely on“TIMELINESS”: ●
MOBILE VS. DESKTOP- when I started we were 90% desktop...10% mobile. Now, it’s easily 50/50 and in some traffic channels is MOSTLY mobile.
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EMAIL DELIVERABILITY- the craziest change this year has been the “death of email”. Not really dead, but the importance of removing bad emails...and monitoring which emails are getting blocked has become an art and science. Who to work with has become MORE important than ever.
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FACEBOOK AD’s Training- Messenger Ads, Facebook Video Ads, Retargeting...and much more!
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80/20 Pareto Principle Marketing Applied: in 2017, relevant, specific, and targeted marketing that feels personalized has NEVER been more important. In a world full of clutter…having marketing that gets response is SOOOO exciting. It’s like having a super-power while everyone else is walking around doing shot gun marketing.
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When Media Buyers and Affiliates Change…I’ve seen and work with some of the top affiliates. I see how they have changed their businesses to accommodate for these changes and by being aware of it; you can dramatically gain from this as well.
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Health Info Marketers Are FOOLS For Not Selling Supplements...here’s why:
I see great information businesses blindly sending their customers to other supplement businesses, because they “think” they do a better job of making money for them. But what they forget
is that making 30% of a sale (as an affiliate) might be better than ZERO, but making and keeping 70% of a sale is WAAAAY better.
That Extra 40% Not Only Puts More Profit In Your Pocket, But If the Market Ever Changes That Extra Money May Be A Necessity To Your Survival!
There’s never been a greater window of opportunity…. I know I mentioned the markets booming before, but in the past 9 years, there has never been a “perfect storm” with all these markets, medias, convergence of need, desire, people needing instant results, and vacuums in the market waiting to be filled...never seen a better time than right now to launch, re-invent, grow, expand, and multiply your health supplement or product business!
I made a short list of all the barriers to entry I had a few years ago when I started and just looked at them today. ALL THOSE BARRIERS ARE GONE! Frankly, if you can’t reach your personal financial goals through a well designed and executed health supplement or product business now, then I don’t know when or where you can.
BUT, you NEED the right information, the right game plans and blueprints and real-world examples,the right contacts, the right support system of key vendors.
Listen, Nola and I were talking the other night and she asked me why I started teaching again. I admitted that it would be good money, but then I sat back took a sip of wine and said to her:
“Babe, I didn’t have a guy like me when I first started. I could have saved hundreds and hundreds of thousands of dollars in mistakes and years in wasted time by knowing a guy like me.”
I’m not trying to sound corny, but I give a shit. And I want to make an impact in this world… my belief is that there are health experts and marketers who can do 10X to 100X what I’ve done in this business, because they WILL become better at it.
They have a passion about topics that the world NEEDS to know about. That’s why I invested in KNOWFOODS....first, because I believe it will be financially ridiculously lucrative. (This sounds like a blunt statement, but if you think about it...as the key leader of my household- making sound financial decisions is not only something you should DO...but also be PROUD of)
Secondly, it’s business that will dramatically impact the world AND it scratches my own “itch”. I LOVE the food...and am working on getting my kids to love it to. My point being: by helping KNOWFoods...I gain financially and am HIGHLY leveraged because the CEO (Steve Hanley) and his team are working 24/7 to transform the bread industry. I believe my coaching club is another example of this extension. The more people I help, the more impact “we” make...and yes- I enjoy more abundance as well. It’s the ultimate win-win-win.
That’s why: I want YOU to win...and win big. Which leads me to…
The Acid Test Let me ask you a version of the old Gary Halbert (World-Famous Copywriter) question:
“If we kidnapped your child and threaten to cut off a finger each time you fail. We give you the choice of having a hard earned, battle-tested, blue-print that cost someone else over a million bucks in failures, rabbit holes, wrong turns, and breakthroughs to create, or you can take what you know and bounce around for a while with the “probability” and “hope” of eventual success…what do you choose?”
Unless you are most eager save money for a new lake toy this summer or have a nice vacation for the family that you need money for, you would pick the first option.
If you went to all the real-world experts in business building in direct response and posed the same question- they would all chuckle, because they got to that level by doing this. I can name 5 who I helped “as a friend” when they first started and gave them what I knew “then”, who are doing multiple 7 and even 8 figures.
When one of my close friends decided to open a supplement business, he and his partner came to visit me. I showed them everything- introduced them to my media buyers and affiliate relationships.
Told them all the things to avoid...and
Within 2 Months, They Were Doing $80,000/Day!
So, you know that I’m not full of crap, in my inner circle and live intensive I will tell you about each of these stories and the lessons behind them. Some you will want to model, and many you won’t. For reasons that will be clear when we meet, there are advantages to each model as well as disadvantages. My job is to take the best practices from each one, including my own, and show you the Ultimate Shortcut to Health Supplement Millions!
The 9 Wealth-Making Pillars For Growing A Highly Profitable, Systematic, While Creating Life-Time Residual Profits! When I started studying the supplement business, there was this disillusion in the marketplace that if you get a customer on continuity they will stay 2.5 months “on average”.
The model back then was: Offer a free trial, start billing them at 15 days, then you’d lose 30% the first month, then 50% more the next month, and it would divide by that very rapidly. Think about this: At Day 0, the day they buy the product, 90% of the customers are trying to leave those businesses and the owner is “hoping” they stay long enough for them to make profit. As I shared earlier, I foolishly and naively followed this system when I first got up n running, because it was the only one being taught. It was the model that lost me $125,000 in less than 6 weeks. Destroyed my ability to get merchant accounts for 4 years. Then sucked up another 3 months of giving refunds to customers who had their credit cards stolen. (Warning! I don’t do free trial memberships at All! Here’s why: There is an entire underground market of affiliates who buy stolen credit cards on the black market and use them to buy products for commissions. The deal is they end up getting paid and before you can catch up on it…you can lose everything if you don’t have the proper systems in place.) The total damage was around $250,000. But the blow to my ego, identity, any momentum, and lost time was immeasurable. I thought I was listening, studying, and working with all the right people, but this STILL happened! How could that be? Quitting Does Not Exist in my Veins...Nor Should It Exist In Yours Either! The only reason I was able to stick it out was that I saw the value in what a successful supplement business could look like. Think about it: to have good customers who happily pay every month to get products that help their lives! Most guys I know make money by teaching people how to make money, but have never run their own business. A lady I workout with literally told me today, “I can’t ever go another day without your supplement. My Doctor think is it’s a miracle pill because of how my body has changed.” (Sidenote: She had major inflammation and our top-selling product is great for helping “create healthy inflammation responses. It’s not a miracle pill, but it sure helps!)
Today, I went online and bought $283 dollars worth of coffee, proteins, and supplements from someone I follow. I easily spend that with him every month. How is that NOT a great business? Pillar #1: Choosing Your Market:
I've already covered a lot on this topic. I believe the amount of markets available are infinite. We are in an “exponential age” and the amount of opportunity is unbelieveable. According to Peter Diamandis’ most recent book “Bold”, the number of people who are on the internet will expand by BILLIONS world-wide over the coming years.
I will show you exactly how I “Think” about markets and my exact process for researching the best places to advertise, how to disrupt the competitors that are in your space, and how to enter with a fury!
This literally IS my favorite topic when starting in the health business, because if you get this wrong, nothing else matters!
Pillar #2: Choosing Your Product You have to decide what kind of product you are going to have. If you are a true marketer looking at it the supplement business, you are probably thinking, “Hey, what is selling? I am going to go get that and I will private label it. We will figure out a funnel and see where we can drive traffic to it and see what our numbers back out to be. We can build a business off of that.”
This is what a lot of marketers would do. Maybe you are someone who is a health expert or a passion ambassador about some kind of ingredient or product idea that you have. Even with that, you may look at private labeling as an initial step to get in the game. Private labeling means that you go to manufacturers that already have products. Similar to those you would see on GNC. The benefits of this is SPEED, flexibility, as well as keeping your start-up costs. There is a third option. You custom formulate. This means you go ahead and build your own formulation with your manufacturer. The key benefit is that you come to market with something that is unique and different. You might be the only person in the world who has it. a few of my products are custom formulations. I have opinions on all of these options. Depending on where you are in your journey, I would possibly have different advice. I like custom formulations, especially as your lead sale, as your lead message. My belief is that in the long run you end up putting a wider moat around you and competitors. I can say this because the products we have sold that are custom formulations have generated repeat purchasing that is unbelievable. Our customers love them because they see and feel a difference. With that said, there is an argument to what I just said and I am not even disagreeing with it. Let’s say you wanted to go into a certain market such as a diabetes angle/blood sugar angle and you
look at some one's sales process. They have three different ingredients that help regulate blood sugar, reduce cravings, and whatever else might be a third benefit. You can go get a similar product that has similar benefits and be up and running within 30 days depending on who you private label from. The other thing is that private labeling affords you is that you can test an offer in the market without waiting three months while dealing with formulators. They may want you to buy 5,000 bottles. Let’s say you are paying $6 bucks a bottle...now you are out $30,000 without even knowing if your message works yet. If you follow my blueprint, you will not have those issues. However, this is a real argument towards private labeling. I have a couple of sources that I will share at the Intensive that you can literally get product very, very quickly at minimal cost.
Front End A Product That is Not A Supplement; And Make A Killing By Selling Supplements ON Backend! Here is a big idea: Some of the biggest supplement sellers are selling information products while they are back ending supplements. Maybe you look at the ebook market, the medical device market. You look at anything that people would buy and be predisposed to also buy supplements. You sell that as a lead generation mechanism in order to then sell supplements to these people. If you could break even or better or even lose a little money on that while acquiring the customer, you will definitely kill it in the supplement space.
There is no question on that. Some friends approached me recently who had a skin cream. This is a health product, right? Should they be selling supplements on the back end of their business? Absolutely, they should. There is no question there. If someone is selling a Pilates DVD, they should be selling supplements. If you are a CrossFit box owner and you have all of these people walking through your gym, why not have your own supplements? Instead of promoting these other companies, buy them wholesale and keep the money yourself. Do not send them elsewhere. You are taking all the risk anyway. The amount of opportunity of products and the way you can make it work are unlimited. There is not one model; there are many models. This is why the idea of competition is kind of silly unless you are all sitting in one little pond doing precisely the same things. That would be stupid anyway for everybody to follow each other. You have to do different things. This is where the breakthroughs happen anyway.
Pillar #3: Choosing Your Customer Acquisition Model: How to Get A Flood Of Supplement Buyers Storming Your Website Every Day On Auto-Pilot!
Let’s talk about customer acquisition. This is what is going to be what I call probably the most important aspect of the health supplement or product business. If you can’t generate customers at a break-even or profit, then you won’t be able to stay in business. My observation is that: Marketers tend to focus on customer acquisition first, while people who are passionate about products tend to want to focus only on the product. A healthy combination is best. At the live intensive, one of the things I’ll do is walk through a process where you can actually analyze markets that you are already in or considering going into. See how products are being sold currently in those markets. There are a lot of ways to acquire customers and there is a lot of different models to follow as well. Let’s go over a couple simple basic models and look at how they work.
Lead Generation Model You can run lead generation off Facebook, You Tube, direct email drops, also known as solo ads, which we will talk about in the media buying demystifying section. The main reason why I like lead generation on the beginning side is that is allows you some time to actually warm up your leads, and it also allows you to gather data. You survey them. You send them emails with your own offers. Other peoples offers. You look at what they respond to, you look at what they don’t respond to. You send them offers, and you see what they buy and what they don’t buy. Early on in a business, this is one of the smartest moves simply because you can become way more profitable faster by treating customers better and creating more value for them.
Ryan LaVesque, author of the book “ASK”, has created a lot of great things with the survey funnel lately. What is great about the survey funnel model is that you are lead generating and then you can choose to sell people with a video sales-letter, long form letter, or any other manner that works for you.
Ad Goes Direct To A Presell Page The next funnel model to look at for customer acquisition is an ad going to direct to a pre-sell page, which is an article type page. A lot of people are calling this native advertising. It has been around for years and years and years. What’s great about this is that it sets up a pre-frame in the customer’s mind that they are providing value. What happens chemically in the brain is that when they are reading an article they feel very, very at ease. It allows them to get into a buyer state quicker. Whereas sometimes going direct to a video sales letter, even though it still works, your bounce rate is super high, because people generally don’t want to be sold. One other great benefit of driving people to a pre-sell or article page first is that your average transaction size will be higher most of the time. If you split test direct to video sales letter versus direct to a pre-sell page, then to an order page or video sales letter.
The Pre-sell page will generate a higher average ticket. You will find similar results in the lead generation survey model funnel as well. One quick tip here to consider when you are doing that is that, if you position scarcity properly, people will want to buy more of your product. Thus they choose four bottles or eight bottles or 12 bottles.
This one tip can drive your initial transaction value much higher and allow you to grow your business much faster. If you have a really good product, they buy that product over and over and over again. Action Steps and things to test: You have to choose what your sales process is going to look like.
What I would recommend, and we will talk about in the intensive more in depth when we go through each model is either A: you build out two different funnels. One straight to a lead generation, survey funnel, Vs:
B. Ad drives people straight to a VSL
Vs: C: Winner of the above test goes against a Pre-Sell Page. At the end of the day, you want to have a baseline test. It is easy to do. It won’t take long to do. Once you have your baseline model of acquiring customers, then you can go ahead and start looking at testing messaging, offer, structure of offer, and fun stuff like that. We use visual website optimizer to run our tests and it’s EASY! All of this is easy. It’s just a matter of planning it out. One more vital point I want to make, as we talk about the conversion funnel, is that you’re going to find that what converts best off of Facebook may not be what converts best off of You Tube, Google, a direct solo ad email, or other networks. I will show you examples from every network of offers that are working RIGHT NOW! No theory. You will be given the exact examples to model. This will save you enormous amount of time and guesswork.
Since we are talking about different modes, there are definitely some different strategies that work for mobile that DO NOT work at all for a desktop. Those are distinctions that we will go over and you need to test them.
Pillar #4: Traffic and Media Buying Demystified I am excited about this topic because he is one of the most “mystical” components of growing any business, let alone a health supplement business. Every business online needs to get traffic to it’s site, but profitable traffic is the most important. Media Buying, when I first started, was one of the big things I wanted to understand. There’s some areas of it that is very, very simple, and there’s some that are a little bit more complicated. Here’s the bottom-line about getting traffic: if you can get your product offer to convert at a very high rate, and your average ticket is high, then you will most likely never have to worry about getting traffic….ever! The reason is that you can pay a higher commission or cost per acquisition (CPA), than the competitors. If you have a really hot offer, you can grow your business at a very, very fast pace. It all comes down to your earnings per click (epc). That is what affiliates, joint ventures, and media buyers care about. The earnings per click is the main thing that we will always be talking about when we talk about your conversion rate. Here is why: if a media buyer can pay $1.00 cost per click (cpc) and the earnings per click are a $1.10 (epc), then they can go out and get every imaginable targeted click on the Internet that is $1.00 cpc or lower. Whether or not you decide to use media buying outside of your company or internal, there’s a couple basic best practices you have to understand.
Number #1: You will never be able to buy all the traffic on the Internet. So, relationships will become a massive part of your ability to buy media. Number #2: you need to know the rules! You need to know: “what is my allowable money to spend on your minimum test buys? What is my maximum Cost per click (CPC) or Cost per acquisition (CPA)? Once we set the rules of your company and your game plan, we really don’t want to deviate from them at all. Early in my career when I was running a business, a $1,200 buy as a first test was very, very stressful. Not stressful in the sense that I was terrified, but it was like, “Man I am on top of that buy. I am looking at the sales actually come in through my visual website optimizer.” I was very aware of what was working or not working. As I got more mature in the business, I also found myself getting sloppy, meaning I would do a $4,000 or $5,000 or $10,000 buys out of the gate, because at the time, we were doing $100,000 a day in revenue. So why not do a $10,000 buy, because we know we can make it up when we are profiting five or ten grand a day. Why not just keep pressing the envelope? The problem that happens, if you get away from your rules, is that your team, your vendors, your media buyers will also get away from the rules.
Now you are losing money unnecessarily! Couple things we are going to do is: A: You have to be willing to determine what you are able to spend for minimum test buys. This will vary based on the source that you decide to go through. Whether it is You Tube, Facebook, direct solo email ads, direct media buys or network media buys or a CPA network. One quick tip there is that we will identify a “ground zero.”
What location is our highest probability of being successful, that if it doesn’t work here, it’s probably not going to work anywhere else. There may be a few couple locations, but here’s a quick example. Our joint pain offer has done very well on Facebook. My 55 and 65+ females who were subscribers of conservative fan pages, absolutely crushed it. We were getting 300% return on investment. It was doing amazing. I would spend $300 or $400 a day on just getting a baseline test data to see which worked best. I went in running. That was very easy to do. Today you could still do the same: here’s the strategy for Today’s changes! Step 1: Target that Ground Zero Audience. For our company, we targeted Glen Becks audience, because they fit our ideal profile. Step 2: Send that visitor to a landing page or a value driven article with a presell component to it. Step 3: Drop a pixel on their browser Step 4: Run ads through YouTube, Facebook, or other ad networks driving them to a lead generation page...or straight offer page. Step 5: Follow up with emails and offers to convert the targeted customer This is just one of many strategies that represent the future of our Internet marketing world. Sidenote: If you are looking for black hat strategies and want to figure out ways to constantly “Game” Facebook or Google, then my memberships are not for you. It’s designed specifically for people who want results fast, but who are in it for the long run.
Here is another way of using the same strategy and “why”:
The New Invisible List Building Secret That Is Transforming The Internet
By now, I’m assuming that you already know what retargeting is. You visit a site and then when you leave the site…you start seeing that company’s ads everywhere you go.
Where this has evolved tremendously is that Ryan Deiss said it from stage last week, at Traffic and Conversion Summit, that they are focusing on “Retargeting List” building as almost a MORE VITAL asset than emails lists. This is important for many reasons:
#1: Compliance with the biggest traffic networks is becoming THE most vital part of the business. What does Google, Youtube, and Facebook want for their users? Good Content!
A year ago, we could just run Facebook ads to a Video Salesletter and make 200% ROI easily.
Now, one great strategy is: Step 1: Post a GREAT Topical Article On Your Blog: “3 Foods In Your Kitchen That Can Relieve Joint Pain”. This article must be jam packed with actual content that creates value for the visitor. Step 2: Promote it Via Facebook to A Targeted Audience (Ground Zero or expanded) Step 3: When they visit the article; you drop a remarketing pixel. (Advanced Tip: One suggestion is that you have a custom script on there so that you only pixel people who have stayed on your page for 90 seconds or longer. This shows a higher level of interest than someone who bounced off your page or stayed only for a few seconds.)
Step 4: Run your advertisements for your product, free report, book, etc.. ONLY to that retargeting list. It reminds me of our old days of triple hoop marketing. The benefit here is that it puts YOUR interest list in a competitive vacuum. (*The advantages of a “competitive vacuum” has never been more vital, because of the distraction economy we now live. Getting people to buy with just 1 interaction is almost near impossible today. That is why magalogs work so well via direct mail, because the people are sitting there enjoying, engaging, salivating over the benefits, and their emotional buying desire is so heightened by the time they buy. Whereas online, we have made the mistake of asking the Girl to Marry us on the first date before you even bought her pizza. A change is here my friends. This will be a deep dive topic at the Intensive!)
The Fastest Way to Get Face To Face (Virtually) With Your Customers! I love solo email ads, because you can pick a targeted list of subscribers and get traffic ridiculously fast. The emails tend to appear to be an endorsement from the newsletter or magazine. Another thing I love is that you do not have to have complicated skills in order to make it work. If you can write an email- you can be LIVE with Solo Ads very very fast. I will go through exactly how to find sites to mail to. Who I talk to... What I say...How to get minimum buys, Test Multiple Creatives (i.e. emails, subject lines, etc..), and introduce you to brokers who can do all of the legwork for you. If you want to get test an offer, and you don’t have a ton of a budget, you can go to solo ad buys, you generate them, and then you have a long term follow-up sequence following up. The chances of you becoming profitable, if you are targeting the right lists, is way higher than going out to a cold network trying to buy traffic. If you have a decent offer, you can be buying $10,000-$20,000 a Month, but if you dial all of this in...you can be doing multiple hundreds of thousands a month with this one strategy!
How to integrate online and offline channels for maximum effect.
99.9% of the internet marketers are leaving money on the table by not doing direct mail…and offline marketers are missing the boat completely, because they fail to understand how to move online profitably. Which brings me to…
Direct Mail Companies Beware! How to take your offline direct mail campaigns online profitably! I can tell you a funny story about being at the health expo in Anaheim California. I was at my list brokers party he was hosting.
Everyone around me had been in Direct Mail the past 20+ years or so.
Fact #1: they were all worth more than me. Yep- I admit it. Theses guys have been killing it in direct mail for the past many years and have HUGE buyer list files, many millions in wealth stacked away, but they were missing something.
Fact #2: they all believed that what they did offline wouldn’t work online. “None of this works online”, the grey haired man who was buying everyone drinks had told me.
The rest of the group nodded in agreement. I didn’t say a peep. Not that I didn’t want to, but quite frankly, they wouldn’t believe me. They had good reason not to. After all, every attempt they made to bring their offers online were met by ultimate doom.
Why Direct Mail Companies Fail When Trying To Bring Their Offer Online! Here’s my opinion why…and it’s simple: ● ● ● ●
They hired the wrong people (subcontractors, media buyers, creative), asked the wrong questions, played the“hope” and “see” game, and/ or the process they built to convert customers was wrong for the internet
● Or they didn’t have “rules” set up properly like they did in direct mail. Why? Probably because no one ever told them how to “think” properly for online marketing. This opens the door for media buyers and agencies to come in and lie! To say the “Internet Doesn’t work” is simply put, not true. It’s a cop out! Ad Agency B.S Wastes More Money Than Washington! The most common lie they will tell you: “We need to spend $10K -50K to even see if the offer has a chance. Then we will optimize from there.”
Man, I’m smart and seasoned and I still fell for this a couple times! UGH. At the intensive, I’ll share the story of how I actually agreed to a $120,000 insertion order with a media company...and it totally bombed. More importantly, I’ll share how I handled it...and how to NEVER be as dumb as I was in that moment.
Here’s the truth: if you take a winning offer from direct mail and build it out properly online…as long as you don’t look like a rank amateur (which I promise you won’t); I can get people to start promoting your offer and start testing it RIGHT NOW. without you ever coming out of pocket. Think about this: Direct Mail has THE best copywriters in the business- without question. (I know that will piss off a few others lol… so I will digress and say there are few exceptions☺)
The problem is: the businesses don’t know how to take the “copy” and make it work for online. This is easy to fix. Get the targeting down…get the right plan mapped out... and these off-line guys can add 25% to their business pretty damn fast.
The other advantage that these guys who have been in business 20 years that a new online marketer does NOT is a treasure chest full of copy and backend products.
The Blind Leading The Blind! But most will ignore this message. Chalk it up to “been there, done that” and continue to drink whiskey in circles with blind approving head nodders. Defiantly ignoring the fact that their customer base is getting older the number of files to mail is shrinking daily (unless of course more of them start acquiring customers via the web)☺
Can this one thing possibly save the entire Direct Mail community?
Maybe, maybe not, but I’ve rented and re-rented my online buyers to direct mail companies who kept repurchasing them. Why would they rent a list from “online buyers” if it wasn’t profitable? They wouldn’t☺ This is big people…really big. *Side-note: there’s a bigger secret revealed inside this topic that most will miss. It’s BIG. And it can simplify your strategy, business, and wealth building plan. Figure this out just once and it will put loads of cash in that box you keep deep in your backyard. It will show you THE magic secret to turning your business from an “offer” business to a wealth building machine. No guessing- perfect sniper like, battle-tested game-plan on someone else’s dime. It doesn’t require technology, new software, or much other than your thinking…you just need your “mental filters” expanded!
Pillar #5: Affiliates/Strategic Relationships: (ROLODEX: Contacts are held in reserve for PLATINUM MEMBERS AND INTENSIVE ATTENDEES!) You will get access to my rolodex. Everything you need to know about building an affiliate army will be taught at this event. Nothing held back! Pillar #6: Life Time Value Accelerator
The KEY in building a multi-seven figure supplement business is going to be found right here in increasing the lifetime value of your customer!
While my “model” and blue-print is designed for you to be profitable at day 1, the reality is that once you have a backend process that can get customers to buy more products, you can now go negative to acquire customers.
Most marketers, even pro marketers, treat this haphazardly and recklessly. Admittedly, we didn’t even have a true backend for 18 months in the business. It makes me want to puke It embarrasses to even admit it, but it’s true. (*I’ll share the entire story at the Intensive! I ignored my common sense, my gut, and everything I know about marketing, because I was “listening” to someone who I thought was smarter than me.)
See, the challenge you run into here is: If you focus is supposed to be constantly on my lead gen and customer acquisition process, how am I supposed increase the lifetime value of my customers?
You will need inventory, sales copy, and a mapped out process. The “Trap” here is to overload on inventory, over-spend on sales copy, and get too busy that this becomes a mess.
Here is 1 of 5 easy tips that you can do which will save you time, money, and give you data so you can grow your business much faster:
Find a friend who runs a comparable supplement business. Simply ask him or her:
“Hey, can I put your product in my upsell sequence and I’ll pay you wholesale or a buck extra per bottle in the beginning to test this out.”
When one of my probiotic product upsells ran out of inventory; I contacted a buddy of mine that I knew who was selling a similar product. This product would work perfectly with my probiotic while allowing me to keep cash in my own bank account instead of increasing my debt with a manufacturer.
Take this is step further. Ask permission to use his sales copy. Most people will say “yes, no problem”, because it’s a win-win AND you are moving his inventory with a little bit of profit for him as well.
The SECRET TO SCALING IS TO KEEP CASH IN YOUR BANK ACCOUNT FOR AS LONG AS YOU CAN… WHILE YOU ARE EXPANDING THE VALUE OF YOUR CUSTOMERS If you are wondering, “But Ed, won’t they see me as competition? Why would they ever work with me? Their business is so successful. Mine is just starting!”
That’s silliness. That means you are talking to the wrong people. You are correct; you will come across some ego driven dudes out there, but just move on.
The people I surround myself have an abundance mentality. “Do you honestly think I could sell all my products to every potential customer ?” The market is just too big!
I’ll answer this with a quick funny example. When I used to help Implant Dentists get patients, they all thought that if I helped other dentists in their area, it would take away competition. Makes “logical” sense right?
But what actually happened is: the more guys running newspaper ads, the way I taught it, ended up improving the response rate for every dentist in the area. Why? My belief is that the increased awareness and repetition of seeing similar messaging moved more customers faster to take action. Here is one more Real-World, Proven And Tested Tip that will drive profits, help your customers, and give you data for ascending customers faster. One thing I did early that worked like gangbusters is another tip I used from Dentistry. I found out that if you gave a person a coupon, you’d get a decent response, but if you…
“Put MONEY IN THEIR BANK ACCOUNT TO USE TOWARD YOUR PRODUCTS! …you will get 2-3X the response rate! So, in our post-purchase emails and direct mail bounce-back letters (*a bounce back is any offer that gives your customer a compelling reason to come back and invest more money in your company☺) we started using $30 Credits. In our first month of launching this to our existing customers, we made $400,000 in Gross Revenue just from launching this one campaign. Think you should try it? Did I invent this? I’d like to say yes, but I think I got the idea from an old John Carleton Letter. Plus constantly seeing Victoria Secret sending me “Free Panties” offers. No matter where you are at with business, this one idea can be a game-changer.
Stop Thinking In “AVERAGE CUSTOMERS”; Look For Your Accelerators! One of the first questions the average marketing consultant and business and business owner will ask you is: “What is your average lifetime value of a customer?” So, you take the total revenue by a certain period and divide it be the number of X customers. Let’s keep it simple: you generate $90,000 revenue from 1,000 customers. Your average lifetime value of a customer = $90 per customer
STOP THINKING LIKE AN AMATEUR…IF YOU WANT TO MAKE MONEY LIKE A PRO If you are ONLY looking at this, then you are making rookie mistakes and acting like an amateur. You will never be capable of GROWING PROFIT and expanding your wealth by looking at averages. You will be like all the other “average” marketers out there. See, inside that 1000 customers were Avg. Value: Total Value:
Cost to Acquire:
Profit:
600 customers who spent:
$40
$24,000
$90
- $30,000
200 customers who spent:
$120
$24,000
$90
$6,000
100 customers who spent:
$250
$25,000
$90
$14,000
50 customers who spent:
$400
$20,000
$90
$15,500
Total Profit: $5,000 Average Profit Per Customer is: $5
Now, with this information: if you only look at the bottom-line “average” information, does this look like a “fun” business to be in?
“NO!”
However, if you created campaigns for each segment that was equal to their ability to spend money and recency of purchase…etc… you can get really creative, fun, and simultaneously create ENORMOUS VALUE for your customers who are willing to invest in themselves!
This, my friend, is one of the biggest breakthroughs we made in our business. It took me 3 years to figure out how to implement, but we are doing it now and profits are better than ever.
Last point here; there are sub-points that I will go into at the INTENSIVE and they will shortcut the process without question. But if you have customers or leads right now in an existing business, you could implement this and easily put a system in place that will add a TON OF FUTURE WEALTH INTO YOUR POCKET. Moving on…
Pillar #7: Amazon.comHow to Rank Fast On The #1 Shopping Center In The World! Do you remember the days when people would brag about how many store outlets they are in? Amazon is that the new scalable platform that can get you LIVE instantly and If you are selling health products (or any products for that matter) and you don’t have them on Amazon.com then you REALLY need to open your eyes to what is right in front of you. I’ll show you behind the scenes of how we consistently, EVERY DAY, make $5,000 a day on Amazon without doing any of the Amazon hacks that are being taught. However, because I believe that there is sooooo much untapped potential here and that even my company is leaving a ton of money on the table... I WILL have a guest speaker at the intensive.
This individual is an absolute PRO at Amazon and will give you the exact roadmap to getting ranked on Amazon very very fast.
Amazon provides an enormous amount of benefits, a few which I’ll point out now: ● You can get started in the business VERY VERY fast! Have an idea and need to get it live… post it on amazon. You don’t need to deal with merchant accounts, web designers, or programmers. ● You can start lead generating and drive your leads to Amazon ● You can use it as a retargeting conversion strategy ● Overflow from your direct mail, your media buys, and your joint venture strategies will “look you up” and end up buying on ● Your “return rate” from amazon will be under 3%. Unheard of for traditional direct response companies. ● Plus much much more! Pillar #8: Cash Flow Management/Financials and Accounting System The financial pillar is a huge one. Especially at the beginning, but even more important as you scale. The key thing early on is to know the speed at which we get our money back from our ad spends, while knowing our “true” cost. Factoring in All Imaginable Costs! If you are looking to break even (or better) at acquisition (Day 0), you need to take into consideration all of the merchant fees, reserves, refunds, cost of goods sold, shipping/handling, phone calls for sales and customer service.
Most people do not even consider thinking about phone call fees on refunds as far as adding it as a contribution to overhead. However, you need to look at it.
Another quick thing you have keep in mind is: if you are paying consultants, sub-contractors, and other “soft” costs, you need to be aware of the speed you are moving their input to money.
If your throughput is too slow, then you need to either stop having so many “soft” costs, or you need to solve the “throughput” problem.
When you back all of that stuff out, you have to come to a point where you look at your allowable CPA (cost per acquisition).
What are you willing to spend to get a customer? If all of those fees are, say, $30 and my average sale is $100 and my goal is to break even, then my allowable cost per action $70.
If I want to net profit 15% at acquisition, then my allowable CPA now becomes $55.
Do you remember when I talked about the secret to getting as much traffic as you want as your ability to have a higher earnings per click?
You need to know that the guy who is willing to pay $70 cost per sale versus the guy who is willing to spend $55 cost per sale, assuming that they have the same conversion rate, will get a lot more traffic. It will probably be exponentially more traffic if the conversion rates are the same. Their EPC’s would back out differently.
CPA is $70 = 1000 Clicks @ .5% Conversion Rate = 50 Customer ($70.00 CPA * 50 Sales)/1000 = $3.50 EPC CPA is $55 = 1000 Clicks @ .5% Conversion Rate = 50 Customer ($55.00 CPA * 50 Sales)/1000 = $2.75 EPC If all things are equal, the guy who is paying out $70 CPA is getting his affiliates .75 cents more per click.
Which offer would you promote if you were the affiliate? The more profitable one obviously.
Maybe you are the owner of the product and you only are able to pay $55 CPA. You need to get strategic to move your dollar per customer up as quickly as possible so you can pay more.
Get Your Backend Sales Going As Soon As You Can!
This is why, from a financial perspective, you have to have your back end ready to rock and roll. You can only move the conversion rate needle so much if you are following best practices. There is a time and point where it becomes a game of, “who can run the better business by moving their customers up the ladder faster?”
Where else does cash flow become extraordinarily important? It is the amount of inventory you buy. The key here is to look at your “throughput”: which is the speed of which your inventory goes in and goes out so that you are paying your vendors from sales and not from your bank account.
There are some manufacturers with whom you can build a relationship so that you can do a print-on-demand type of model. You have to have a certain amount of sales to get there.
We have some relationships we can introduce you to if you want to go bare minimum inventory as you grow. It is not as possible when you are doing custom formulations.
Monthly Rhythm Underneath financials you are going to look at your daily rhythms, weekly report, and a monthly report. You also have your affiliate report, daily email report, and we will have all of those things. We will show you exactly how we use them to help manage and run the business at the intensive. All of these things can seem overwhelming, but don't worry, once you have it in place you are off the races.
CFO’s and Accountants
I have tried a few different accounting firms and I have found one that works perfectly. The best part is that they have businesses similar to ours, so they know what is expected. They know when errors happen. Where there are problem areas and they let us know it. They actually act as your virtual CFO and it works very, very well.
Pillar #9: Legal Legal is a necessity in any health product business, but for supplements and health information it’s a MUST. Knowing who to trust to give you the best advice, in my opinion, the most important thing.
We won’t spend a on of time on this, but I will share stories, insights, and my opinions from personal experiences over the past 6.5 years. Furthermore, I’ll give you the contact information for the two attorneys I work with and how I work with them.
Like I said, we won’t spend a lot of time on this, but having peace-of-mind that you are making the best moves for yourself allows you to accelerate your growth.
Pillar #10: Planning Your Exit Payday: A health supplement business is sellable asset. It is unlike a “guru” business, because you can build a brand that has nothing to do with you. I have personally not sold my business, so I won’t go deep into this topic.
However, I can tell you that EVERYTHING we go over is preparing you to be capable of taking this next step for Wealth Building if that is your goal.
Special Invitation To 25 Serious and Highly Motivated Individuals Who Want The Ultimate Shortcut To Health Supplement and Product Millions Intensive! In my “past life” of growing Dentist Profits from scratch to helping over 5000 dentists world-wide in growing their dental practices.
Running seminars, coaching programs, and high end consulting, as I might have explained earlier I chose the supplement business, because it allows me to make money and have a great life without having to deal with hundreds of clients.
With 7 kids and a wonderful lifestyle, to allow people to go behind the curtain and to mentor them was something I’ve avoided for a while, However, I’ve created a plan that can allow me to help YOU… a small group of highly motivated entrepreneurs, business owners, health experts, or supplement businesses to come to my town (Chicago). Over a period of 2 days hand you on a silver platter The Ultimate Health Supplement Best Practices BluePrint for profitably entering the supplement market, growing it lean, fast, and smart online.
21 Reasons Why You Should Crawl Over Broken Glass, Pawn Your Wedding Ring, Sell Your Car, And Do Whatever It Takes To Be At This Private Intensive 1. How to start, enter, and dominate a market without making my 7 figures worth of mistakes in the supplement or health product business. 2. How to absolutely Guarantee You Have the Best Chances To Succeed In The Supplement Business Online Fast AND For the Long Term While growing it on your own terms, according to your values, and enjoying the life you were meant to live. 3. Avoid Landmines, Sinkholes, and Vultures ready and waiting for the next well intentioned Health Supplement Owner coming online! (You name it: designers, media reps, affiliates,
manufacturers, call centers, fulfillment centers, hosting companies, etc...the list goes on of people who will suck you dry of your hard earned money if you don’t know the “best practices” and “rules” to follow.)
4. The “EVERYTHING THAT HAS EVER WORKED AS WELL AS BOMBED” ROADMAP! Peek behind the curtain of media source, split tests, ad reps, backend emails, Video Sales Letters, opt-in pages,
etc… and my best thinking today-given to you! 5. Would you like to know what the Top 5 Internet Supplement Businesses Are Doing To Grow their Business? (I’ll give you my reverse engineer and market research system that anyone on your team can implement.) I will show you everything I can find and how I personally process it. You will get my eyes and experience at researching all the top supplement businesses and what they are doing. You will see: a. Top Ads b. Their Top Affiliates c. Best Landers and Offer Pages d. Where they get their traffic… e. Where it all fits in a much bigger picture for their businesses One of my “unique” gifts is seeing what no one else see’s. I had a very successful, under-the-radar, friend show me his step-by-step formula for modeling what is working online. I will give it to you...plus give you a TON of examples for you to model, improve, to then go out and create greatness into this world!
6. Priority Assessment and Accurate Thinking Game Plan- what you need to do first, second, third to take you from where you are to where you want to be. I already know that we will have a mixed group of entrepreneurs in the room. Some entrepreneurs that are completely new to the supplement space (but have had success elsewhere), some that are UBER-successful in the Direct Mail, TV, and Radio space that are looking to get walked by the hand by a friend to expand market reach the “right” way, and other health experts who want to blow up their profits by adding supplements to their backend. I’m sure we will have a mix bag of copywriters, media buyers, affiliates, amazon ninja’s, who are all looking to build the business out properly. What that means is: you will all have different “perceptions” as to what your next steps are! This is the problem when you go to big seminars and even smaller ones where they are spending more time on shiny objects and concepts rather than specific blocking and tackling.
That is why I will be keeping the room to a maximum of 25 primary slots with 1 Employee or Partner allowed (see below for specific details on who is allowed). You will get my personal attention on YOUR Game-Plan. This is a no B.S. time for you, because these decisions will have 6 month to 36 month impacts! We must get this right! Think about it this way: if all I do is prevent you from going down the wrong rabbit holes and provide you with validation of your best thinking;how much would that be worth to you (personally), your team, and your future wealth? I’ll let you decide, but the key to working with high performers is that 1% slight edge, and if that is you- you’ll LOVE this time together. 7. Ascend your Customers Fast and Strategically: You will get a mapped out plan and proven multi-channel copy. The key here is combining your bounce back offer and other products that the customer “wants”. once they become a buyer, it’s our job to help them buy more things that will help them. LIke I said before, I waited waaay too long to have all of this in place. It was an immature business move that cost me millions of dollars and took me out of doing direct mail. (Which we are going back into by the way). Anyhow, I will share with you one strategy that is working like gangbusters that put $46,000 of net profit in our bank account in the past 45 days. Imagine starting with this strategy already in your pocket. If you already have customers and leads, imagine implementing it right away! This one thing easily pays for your investment in this event. 8. Proven Lead Gen Templates/Messaging: I’ll show you exactly what we use and have used to generate leads. Who we buy the media and how you need to set up this funnel to make profit. Admittedly, I got away from lead generation, because all my media buyers and affiliates wanted to send to a video salesletter. When we scaled our online sales to $3,600,000 in a month; I allowed my business to placate for them. You “should” do some of this if is working, but you should also stick to “list building” on certain sources of traffic. I’ll show you what ones you do that for 9. Full Funnels Evaluation and Checklist System! You will get our internal checklist for ensuring that we have both the psychology and the process dialed in before we ever launch!
10.Media Buying Plan: you will walk away with a plan on where to start your ground zero testing and how to expand it. Plus you will meet actual media buyers who could help you make this thing fly. 11.Multi-Channel Marketing Game Plan: you will see how we use newspaper, direct mail, and online to work simultaneously. 12.What’s New With Facebook Right Now! You will get first-hand what is actually working and my best thinking and strategy behind making it rain from facebook! 13.Capitalizing on the Cheapest, Yet Most Targeted Clicks On The Internet: Youtube: I will show you real live case studies of what is working on Youtube right now. There are some businesses that are more predisposed to advertising “cold” on Youtube, but EVERYONE should be retargeting on YOUTUBE! 14.Dominate and Build A Long Term Asset on Amazon.com- the worlds largest shopping cart wants to help make you money! Use your media spends to get you ranking high and sticking there! 15.Secrets to Affiliate Recruiting Blue-Print- you want to be in this business at and have almost zero risk? Build your very own affiliate army! There is an art and science to it, but it’s not “hard”. 16.Retargeting Magic- this is the biggest thing online right now and I’m all over it! I promise you that 99% of the companies out there are doing this wrong it doing it at all. 17.Create Your Own Quarterback And Have Them Run A Division, A Profit Center, Or an entire Business- I’ll share with you exactly how we got to this point. The mistakes I made prior to it and my good friend who mentored me and kathleen through the process! 18.Million Dollar Vendor List: You will get my Media Buyers, copywriters, best affiliates, key contacts online and offline, and everyone else we work with...plus my reviews. Who to stay away from. This list is GOLD! Literally! 19.Split Testing Game-Plan: you will get my entire split testing gameplan laid out for you to model and follow. One of the hardest things is finding people who can learn and think like a split tester. However, this roadmap will save you an enormous amount of time, headaches, and confusion! 20.A Fail-Proof Offline Marketing Game Plan: if you are going to go offline, you want to have this plan locked and loaded. Once again- the key here is knowing who to work with so you have the best people in the world working for your best interest. 21.How to Work With Super-Affiliates: I’ve had the biggest guys (and still do) drive traffic for me. Want to know exactly what they want...and what needs to be in place BEFORE you even approach them? I'll give it to you. Plus, ensure you don’t look like an amateur or another person begging for traffic. These guys are hard to find and you want to keep them in your tightest, closest circle.
Plus we will go into any topics you’d like to hear. Questions you might have...and/or ideas.
Why Would I Share These 8 Figure Secrets With My Potential “Competitors”? 1. First, it takes nothing away from me to share and allow you to expand your awesomeness. Seriously, like I said, we have a rule in our business where I am ONLY allowed to give Kathleen 3 new ideas to test each and every month. She already has the calendar for the next 6 months and they are in execution mode. As an organization, we function MUCH better and more profitably staying lean and keeping things simple, rather than focusing on trying to do all of my ideas.
So, frankly, there is the bottleneck of ideas, strategies, and awesomeness that I can see in almost anyones business in a matter of minutes (based on real world testing) that would allow YOU to make more money without having to go through what I did. We have zero desire to add more team members and focus on growth and scale beyond doing what we already have planned. So, why not take the past 6.5 years of lessons and share them with some high level, like-minded individuals and get paid nicely to do that. I wholeheartedly believe that many of my “Intensive” clients are going to take their business to 8 figures or add another 8 figures to their business, because of this workshop. Just because I’m cool with us doing multiple 7 figures a year at a fatter profit doesn't mean you can’t take this blueprint and drive it to the moon. One of the top new supplement businesses online is now doing 8 figures a month. Good for them. Should we sit in “awe” of them and nod our heads in disbelief? Nope! They aren’t doing anything rocket scientist like, they are just doing great fundamentals at a bigger scale. They have teams, employees, cash flow, strategic relationships, professional media buyer, and infrastructure. While building infrastructure and teams is not my mode of working, but it might just be yours. However, I promise you one thing: you WILL walk out of there with the blue-print to take this business to the LEVEL you want to.
2. Instant Strategic Relationship and Joint Venture Builder: if it’s not obvious to you. There is POWER in
being in the “circle” of like minded entrepreneurs who can support each other. I guarantee, if you are doing anything of value to this world, you will meet instant joint ventures and strategic relationships at this intensive! You will leapfrog to having MANY instant relationships that we can promote and have them promote you. After you go through this intensive, I can literally introduce you to a dozen people that will promote your products and make you WAAAAAY more money than I will be asking for this event. I made the mistake, as I was growing this business, of isolating myself. I was like: “Man, I don’t want anyone to see or know what I was doing.” That is scarcity and foolish thinking. You grow by having the right relationships who WANT you to succeed.
If your success simultaneous helps their vision, then both of win faster. I’ve always believe in the idea of “rising tides raise all ships!” My main role in our company is now bringing amazing relationships to grow the business from a LEVERAGED PERSPECTIVE. See, I believe you and I can both grow our businesses exponentially by using leverage rather than building more and more infrastructure. So, the “win-win-win” for all of us will come from this leverage..and the best part is it will happen in an accelerated format. In Michael Masterson's book, “Ready, Fire, Aim”, he talks about how Agora figured out that once the divisions all realized that if they promote each other, the entire business grows faster. In Direct Mail, there co-ops of buyer files. The only way you are allowed to mail to that hyper-responsive list is if you rent your own buyers as well. Who wins? Everyone! I’m taking the same philosophy by creating a room full of winners! 3. I can cash in some chips by preventing YOU from making my mistakes. I like making money and doing it with great people. Why not recoup some of the 6.5 years of experience and lost money, lost opportunity, and well over a million dollars of mistakes that I made, by preventing you from making the same mistakes.
4. You have to invest money to have chips in the game. The reality is: if you don’t invest in yourself and in your business to be in this intensive, then you will never value the information I share with you.
You just won’t. You know it and I know it. Think about this: a good friend of mine just told me yesterday that he lost multiple 6 figures doing a free trial offer in the health supplement space. This is a guy I would have given him my right arm to stop him from making these mistakes. All the signs were there...sigh. I bet if I charged him for my consulting he would have actually listened. Here’s another example: A very well-known Infomercial company hired one of my old employees, because he positioned himself as a traffic and conversion guy for supplement businesses. This guy was a complete disaster in my company, yet this 9 figure company hired him. Oh my goodness! I’m not sure if they will be attending this intensive, but they are going to be sent this special invitation as well. (PS: the “guy” didn’t last too long as their consultant. After a few months of wasting their money, they finally “changed directions”. But here is the sad part: THEY ARE NOT THE PROBLEM...and they will leave that relationship with “The INTERNET DOESN’T WORK FOR OUR PRODUCT, LETS STICK TO T.V”! I’m not going to tell you that I’m here to be the savior, but my goodness, if you are a bad ass and can’t seem to figure this Online Supplement thing out, then I wholeheartedly would LOVE to help you make your Vision become a reality. I see these things happen all the time. I just never had the space and time to support people through this intensive. . So, my motives are a bit: Capitalist, Opportunist, and Synergistic. The question now shifts to you… why you should be here…
You are Probably In 1 of 2 Categories Or Slightly In Transition Between The Two If you are already THERE, meaning you are already killing it and happy financially, then you should act to safeguard it: I can’t think of a better way to do it than by strengthening your present health information, supplement, or product business. Adding a new funnel, new media, new strategic relationships, new product line, or a dozen other strengthening strategies alongside what is already working.
People ask me all the time, “What should I invest in?” I inevitably always come back to lecturing them on the value of skill-set development, business building online, and rigorously studying what is trending. Identifying target markets, buying “good” media, building quality funnels, and ascending customers over time are all skillsets that are on one hand staying the same, but also dramatically changing at light speed. Keeping a pulse of these things for your company are much more valuable than putting time or money into investing in other places. If you took the fee required for this Intensive, put it in your best financial options, might yield an extra $1000 bucks annually if you are lucky, but if you can’t walk out of this training with a plan to add multiple 7 figures in your bank account; then something is seriously flawed! If you are NOT yet THERE, don’t sweat it, but be real with yourself: If not now, then when? Someone asked me today if I got my college degree. I said, “Yes, in nursing”. Then the obvious question came next: “How do you know how to start businesses, clothing lines, supplement businesses, and TV Shows?” I get this question a LOT. Answer: you just do it.
MY SPEED FORMULA FOR EVERYTHING I DO! You move from the “thinking” quadrant to “doing” it. That is where the magic begins to happen IF you have the correct FRAMEWORK. Which leads me to my real answer is: I go out and find out who the best people are in “X”. I find 3-5 examples and counterexamples. Then I go and find outside the market examples that have something unique that I can bring to this market. Then I go find the key players in the market who would benefit massively from my success. (Note:
that is a new question I started to add to my businesses and new ventures. It’s a phenomenal question, because it puts me at the “cause” of massive value. how can anyone say “no” to a guy bringing them massive value? They can’t. So, if you bring massive value to the key players in the industry...you immediately become a key player in the industry.)
I pay for consulting when it makes sense, but I have a strategy and criteria for doing that as well. I’m looking for “time-compression” and most of the consultants out there are, quite frankly, full of sh*#. Zero real world experience...and if they have some, it’s outdated.
This may sound self-serving (because in a second I’m going to be asking for money), but i NEVER worry about the money it “costs” to get access to someone. I’m always thinking about the speed of recovering that investment and then accelerating the value of that “investment” for the rest of my life. I pay once; then have that wisdom for the rest of my life. Once I identify the top players in a market: I get on mailing lists, buy products, and have my inner circle of people who I will bounce my ideas, strategy, game plan off of! There is A LOT of thinking and strategizing...but once I make the decision to be IN… then we are “in” and the brakes are taken off the wheels. The horses are allowed to run, we move and we go until we win. I still remember a Thursday night, Age 26, reading an email from a couple successful guys in the information publishing business who were selling products worth thousands and claiming to make hundreds of thousands of dollars a year. That night, I said to myself, “I’m in the wrong business.” Within a year, I was in a new market, teaching marketing to people were 15-30 years older than me. This business generated multiple 7 figures for 8 years. Then I did the same thing with the Health Supplement Business… it took me longer to crack the code, but my decisiveness on jumping in was unquestionable. NOTHING has ever worked well for me by waiting. When I decided to launch a new business recently, I paid $70K to get access to a pro in that field. once I made the decision to do it… it took me 1 minute to send a note over to Diana (my bookkeeper to send over the money via a wire). Decisiveness ALWAYS separates the categories of people “thinking” about it vs. the people who are “doing” it. Over time, the “doing” it group ends up at the top of the pyramid while the “thinking” about it group ends up feeling like a victim. Now, let’s answer an obvious question:
Ok, Ed…so what is my Investment? Before I tell you about your investment, I’m going to bring up a couple things: First, you need to apply to attend the intensive. I’m not going to be taking everyone. I have already turned a few people down. (One was because he didn’t fill out the application…just sent in his contact information. This told me that if he isn’t willing to fill out the application…he isn’t going to do a thing I coach him on doing). I’m looking for winners, not whiners, or people who want me to baby sit them. I don’t need clients, I need to individuals who are serious about winning!) People who are motivated, hungry, and passionate about taking their business to an entirely new level. I’m pouring my heart into this, so I only want people who are willing to make things happen and succeed! This is the closest thing to “Special Forces” of the Health Supplement Business that you can get! Second, you need to have an “open mind”; be willing to try new things and willing to fail at some things and succeed faster. You need to know that some ads, some funnels, some medias might not work (this is true even if they are proven)…and you need to understand that when an ad or direct mail piece doesn’t work…all it means is that it didn’t work. That is why you will have a minimum testing plan with “rule” and a gameplan. I read somewhere that Guthy Renker went negative $75,000,000 with their Cindy Crawford campaign until it turned around now it is just pouring cash! It was an ASSET they were building. Now, I don’t plan on any of us to go negative by more than a few thousand dollars here or there, but your speed to cash positive is the #1 goal. You can’t be emotionally nuts about everything you test. Marketing is a process of ‘testing’ and most people never spend any effort and time on this. They usually test 1 thing, then quit if it doesn’t work…rather than tweaking something that will make a million dollar difference! With that said, you have the luxury of “Multiplied Testing”. By you testing 1 new thing a month would give us 3 results every quarter…some will work great…some won’t. By being a part of my mindshare...you have access to dozens and dozens, if not hundreds, of test results. Third, you must have a positive attitude, be enjoyable to be around, be willing to work the system, and understand the more you work the system…the more money you’ll make, the more control you’ll experience, and the more freedom you’ll have.
If you are a whiner, complainer, moaner, or need to be babysat, then this is NOT for you. You need to realize that I will be opening up my rolodex and my relationships are WAY more vital to me, then making a few bucks. You are investing in access to my mindset, my past failures, strategy, and marketing knowledge. This IS the ultimate shortcut!
What’s the Investment? $20,000? $30,000? Or $40,000? Well, by this time you gotta be thinking that I’m going to charge between $20,000, $30,000, or $40,000 for this…as I can easily justify it. Let me explain: If I charged $40,000 bucks as an initial investment all you would need to recoup your initial investment would be have one good month. One good cash surge. Or even more easily; 10 months where your net profit is at $4,000. Or 10 weeks where your net profit is at $4,000. Either way, you would get all of your investment back, PLUS have this wisdom, shortcuts, and relationships for the rest of your life!
I’ve FORKED OVER $40,000 For A Weekend Of Consulting And Coaching I’ve paid $40,000 for a weekend coach who helped me sell from stage years ago. Why would I do that? Because I made $250,000 that one weekend…and most importantly I had the new skill set, knowledge, and guidance for the rest of my life. So, in essence, I really didn’t spend a thing on him. I received $40,000 of brilliant coaching and consulting for FREE…and was ALSO paid $210,000 that I wouldn’t have made because of my coach/consultant! The second thought is if you were going to buy a Franchise it would cost you over $100,000 and you’d owe them % of the overall profits for the rest of your life. This way, if made you an extra $1,000,000, you’d be writing me a check for an additional $70,000 buckaroo’s. And there is a good argument as to why that’d be completely justifiable. But that’s not my deal…and that’s not the way I want to work. I like working with groups…and that is why I can keep your investment down to a reasonable fee…
Your fee is just $7,500 upfront…which you can cut into 2 installments of $3,750… or pay in full and knock off $500 bucks and pay just $7,000. That’s it. For just $21 bucks a day; you get to skip ahead of the line. Have my contacts, the best way to work with them, the best practices for EVERY part of this business.
Why This Should Be An Easy Investment For You To Swallow and Rationalize I’m not sure if what I explained to you sounds like “a lot” of money, cheap, or ‘just right”, but what I can tell you is how you can come to a very logical conclusion as to why this is a no-brainer. Here are 4 things you need to think about to rationalize this and understand why this is a bargain of a lifetime… Rationale #1: There will be people IN the room who will want to help promote your business...FOR FREE! You will have access to people who can literally get you going at zero risk. I don’t know how we can make it easier, but this one thing can easily bring you back your $7,500, while adding customers to your funnel. If you tried to do this all on your own, even if I told you who they were, they’d ignore you. Rationale #2: You don’t want to be left on the outside looking in. I have no idea if I’ll ever do this type of event again. There will not be any recordings. I will NOT ever sell these online. Rationale #3: If you don’t do it, what’s going to change in your life, business, and financial situation. I’m not one to lecture, but if you are reading this far, then you are obviously interested in improving some aspect of your financial/business life. Rational #4: No Matter What You Do…You are Investing Something! If you talk to your wife or partner about something like this….my bet is they will look at this as “cost”. Well, that is the wrong thinking. See, one of the key strategies and secrets that I teach is that as you evolve as an entrepreneur you need to start investing in your RESOURCES:
TIME, PEOPLE, EXPERIENCE, KNOWLEDGE, TOOLS, and MONEY!
By investing in this system, you are trading a small investment of money to instantly be given a quantum leap in Knowledge, Tools, EXPERIENCE, PEOPLE.. Simply put…you are paying for SPEED. The opportunity to getting you there MUCH MUCH faster…and quicker than any other way! Which in return will make you more money…much faster, which allows you to enjoy more of your time with the people you want to spend it with…while also giving you a ton of knowledge and experience! This is how Multi-Millionaires think!
Here’s What You Need To Do To Secure Your Spot! Step #1: Go To: http://www.TimeCollapsing.com/HealthIntensiveLive Step #2: Choose Your Payment Options: The fee is: $5,000 for the event…You can pay upfront and save $500 or pay in 2 installments of $2,500. Everyone must be paid in full at time of event. Step #3: My bookkeeper, Diana, will send you a message that payment has been received and that you are approved! Her email is:
[email protected] for you to confirm payment or receive any details regarding the event. If you want to pay via wire… that is cool. Email Diana about wiring info...and she’ll hook you up Step #4: Book Your Hotel and Travel. When you register, we will send you
My Final Thought! Ed, I’ll just “think about it”. Well, if you chose this one, then here’s my electric prod to tell you “Why ‘thinking about’ it isn’t a Decision! The first thing I’d ask you is “what system of helping you make the decision are actually going to through in order to help you make a decision?” And…”when are you going to make the decision?” if you can honestly tell me that you have a process and you’ll decide by a certain timeline, then I guess you have some merit. However, the question isn’t “is this going to be a smart investment?”…the real question is “What do you want out of your life…and what are you doing differently today to get you there faster, smarter, and more enjoyably than your past?” If you can’t give a good answer to that, then it’s time to make a decision that is going to benefit your life in a very positive and dramatic way!
Then Lee Iaccoca was asked what single “quality” he looked for in the people he chose as his top, key associates, he instantly said: “the ability to make a decision.” Even though I’m giving you an opportunity to get ‘in’ on something that can dramatically transform your bank account your business, and your life, I know that this IS a significant decision for a whole lot of folks. Maybe for you. But if you do have to struggle over such an amount, I have to tell you: that's the best reason of all to act on this opportunity immediately - so two or three months from now, whatever is holding you back, you can get past it and are NEVER financially embarrassed again. Alright, that is enough of me ranting and raving about this intensive. You are either in…or not…but I wouldn’t put this off too long once this message gets out; putting 25 in a room will be easy. Sincerely,
Ed O’Keefe
