The 90 Day Marketing Plan

“THE 90 DAY MARKETING PLAN”
Create A Plan To Get More Customers, Make More

Sales And Automate Your Marketing
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© Copyright 2020 Cody Butler All Rights Reserved

TABLE OF CONTENTS
Introduction ......................................................................................... 1
Bonus Chapter (Days 1-7): How To Produce A Quick Cash

Windfall Into Your Business .............................................................. 4
Chapter 1 (Days 8-14): What Is Marketing?..................................... 11
Chapter 2 (Days 15-21): Using The Pareto Principle (80/20 Rule)

For Maximum Profit ......................................................................... 19
Chapter 3 (Days 22-28): Identifying Your Most Lucrative Market . 28
Chapter 4 (Days 29-35): Creating Desire Amplification For

Your Products And Service .............................................................. 42
Chapter 5 (Days 36-42): Prioritization Of Expenditure .................... 49
Chapter 6 (Days 43-49): Finding Your Highest Intent Buyers ......... 56
Chapter 7 (Days 50-56): Turning Your Website From A Dud Into

A Lead Generating Machine ............................................................. 64
Chapter 8 (Days 57-62): Creating An Irresistible Messaging .......... 83
Chapter 9 (Days 63-70): The Money Is In The Follow Up .............. 88
Chapter 10 (Days 71-77): Retargeting Profits .................................. 96
Chapter 11 (Days 78-84): Using Cold Email To Grow

Your Business ................................................................................. 102
Chapter 12 (Days 84-90): Getting Customers To Your Business... 119
Chapter 13: Putting It All Together ................................................ 132

“ Th e 90 D ay Mark e ting P lan ”
INTRODUCTION
W hat I'm about to share with you over the upcoming

chapters is a time-tested, battle-hardened marketing
plan to grow your business in any economy on a limited
budget.
I’ve personally worked with over 5000 businesses and

helped them implement the strategies contained within this
book, and I can tell you from the results of others that this
flat-out works if you do it :)
As my way of saying thank you I've included a free bonus

training of a premium event I conducted, Business Break-
through Live, where I share the strategies needed to see pos-
itive results in your business in as little as 48 hours. You can
go to www.businessbreakthrough.live to access that train-
ing.
Before we get started, I’d like to share some common mis-

takes that people make and how to avoid them to get the
most out of this book.
The biggest mistake business owners make and something

you might find yourself saying as you go through this book
1
is “that doesn't apply to my business” or “my business is

different”.
If your customers are Human Beings, then your business is

not different!
The principles contained within this book are based around

Human Nature and psychology and apply to everybody from
Julius Caesar to the Jetsons.
The principles apply equally to all cultures, all genders and

all markets.
It doesn't matter whether your customers are Business to

Consumer (B2C), Business to Business (B2B) E-commerce,
or a Bricks and Mortar business on Main Street, the princi-
ples of this book apply toward all businesses equally.
If it's not immediately apparent how a principle applies to

your business, it's a worthwhile exercise to sit down and re-
ally think hard about how it could apply because I assure
you, it does!
The second big trap that people fall into that prevents them
from succeeding is uttering the 3 most dangerous words in
the English language, which are “I Know That”.
Whenever you catch yourself saying the words “I know that”

please understand this is your subconscious mind trying to
2
keep you exactly where you are and stopping you from
growing.
The purpose of the subconscious mind is to keep you safe

and to keep you out of harm's way, its purpose is not to direct
you to businesses success.
By suggesting to you that you already know something, this

prevents you from taking action on the information pre-
sented thus keeping you where you are.
If you want a different result in your business you're going

to have to do something different in your business, and do-
ing something new is often uncomfortable.
My big question to you when you find yourself saying “I

know that” is, “are you doing it? Are you currently imple-
menting it?”. If the answer is No, then you don't know it.
You only know something when you actually do it.
To know is to do!
That said let's jump right in and start growing your business.
3
BONUS CHAPTER (DAYS 1-7)

HOW TO PRODUCE A QUICK CASH WINDFALL
INTO YOUR BUSINESS
W henever I start working with a new client for the first

time, the first thing I always do is to provide them
with a cash windfall in their business within the first 5 to 7
days of working together.
The way I do this is with a “reactivation and liquidation

campaign”.
So...I want to do the same for you. I want to give you a super
simple process that you can implement today, that if you ac-
tually do it, is virtually guaranteed to put cash in your bank
account.
If you can experience firsthand, just how incredibly power-

ful what I share in this book truly is, hopefully, you'll actu-
ally take the time to implement it.
Several years ago I was working predominantly with Dental

Practices, helping them grow. Over a period of 12 months or
so, I had accumulated a list of around 100 Dentists, who I
had engaged with at some level or another, who had said that
4
they were not interested, or just went dead and stopped re-
sponding to me.
One day out of curiosity, I decided to email this entire list of

100 “Dead Leads” just to see what would happen. I had
nothing to lose, right?
This is the email I sent them:
Subject Line: Quick Question
Email Copy:
Hey (Name),
I hope you're well, sorry I’ve not been in touch lately, I’ve
recently had a new baby so I’ve been very busy :)
Quick question, are you still interested in growing your

Dental Practice?
Let me know.
Cody
That’s it...The entire email.
That email was sent to approximately 100 “Dead” prospects,

and guess what the results were?
6 of those “Dead Leads” became clients, each paying $3,000

per month!
5
Take into account, each one of those Clients will typically

stay 12 months or more, that’s over $200,000 of revenue for
one email sent to prospects I thought were dead.
That's over $200,000 produced from a hidden asset within

the business that I was ready to just throw in the garbage.
After seeing such amazing results in my own business from

this super simple email, sent to Prospects I thought were
worthless, I decided to try it with several of my clients, the
Dentists!
I called them up and asked them, “Do you have a database

of past patients, current patients or even people that have just
shown an interest at some point?”.
Of course the answer was yes. We then sent a super simple

email to that database.
Those emails looked like this:
“Hi (Name),
Dr (Name) here, we haven’t seen you at the office for a

while, are you still interested in X?”.
Just reply to this email.
Again the results were quite amazing, in many cases, tens of

thousands of dollars were being produced from just one
email in a matter of days.
6
Since then, I’ve personally helped hundreds of businesses

implement “Reactivation Campaigns”, and almost without
fail, this produces instant revenue in every single business.
Let me share with you a few more examples.
Here's an example of a Reactivation Campaign I did for a

local gym.
They had a database of approximately 3000 non-current

members. These were 3000 people who had inquired, but
not joined the gym, had been previous members who can-
celled, and people who had shown some interest at some
point but were not a current paying member.
Here’s the email we sent to those 3000.
Hey (Name)
Just a quick email to see if you’re still interested in losing

a few pounds and looking great this summer...Let me
know?
That’s it!
That one simple email produced $54,000 of revenue for that

gym...AMAZING!
The great thing about this strategy, is you can send one of
these emails to literally anybody you've come into contact
with over the past 12 to 18 months. If you have a customer
7
database or even better, an email list, that's awesome, if

you're a chiropractor or a dentist or a gym or business that
collects contact details then this is going to be super profita-
ble for you.
Many businesses, like Chiropractors, for example, will often

have a database of 1000 or more contacts. This database is
solid gold.
And if you don't have a database that's great too, all you need
to do to make this work for you is to create a list of prospects
or potential customers that you've come into contact with,
and send one of these simple emails.
If your main source of new business is networking, simply

gather all of the business cards you've collected over the last
year and send an email to each one of these people.
If you have a LinkedIn account, then go through your con-

nections and message any relevant contact that could poten-
tially be a customer using one of these emails.
Maybe you're a roofing company or a plumbing company,

go back and send an email to anybody who’s contacted you
requesting a quote or showing interest in your services for
the past year or so. Every business can do this, every busi-
ness can build a list of past prospects who didn't buy and
then send them a re-activation email.
8
Why does this work so well?
As we will cover in future chapters, it often takes the pro-

spect a lot longer to make a decision to buy than the business
understands. Quite often, when a business is told “no” by a
Prospect, the prospect isn’t actually saying no, what they are
in fact saying is “Not Right Now”, this is a critical distinc-
tion.
I like to think of it like 2 wheels on a combination lock. The

business is the first wheel that and the prospect is the second
wheel. Both of these wheels have to align for the lock to
open and both wheels are in constant motion.
There are times when the prospect's wheel is aligned to open

the lock, but the business' wheel is off. Then there are also
times when the business' wheel is aligned, but the prospect's
wheel is not. Each wheel may need to spin a large number
of times before both wheels synchronise together and the
lock is opened.
This is a key fundamental to understanding and is why the

strategies presented in this book are so effective, Both busi-
ness and prospect are on different time schedules and the
strategies in this book provide solutions for this.
Most businesses operate on a ”Now Or Never” principle

when it comes to sales and marketing.
9
This is most evident in traditional brick and mortar busi-

nesses. It's a now or never situation for the store owner, the
prospect either buys now or leaves the store with the busi-
ness owner having no way to engage with that Prospect in
the future.
Marketing and sales is not a now or never game. it's a “When

The Time Is Right Game”.
In my story of the 100 dentists I had contacted who were not

interested, clearly the time was not right for them at the time
I had contacted them. By assuming that the Dentists were
telling me “not right now” instead of a “flat out no”, and
taking the time to loop around again at a later date to find
out if it was a better time now, over $200k in revenue was
produced.
So, go ahead and build a list of prospects and send out a su-
per simple email using the following formula.
“Hey (name), just looping back around, are you still inter-
ested in x?”.
Let me know :)
That's it, don't over complicate it and don't make it harder
than what it is. Send that email and I think you're going to
see amazing results.
Let’s get some quick win here and now let's move on to the
meat and potatoes.
10
CHAPTER 1 (DAYS 8-14)

WHAT IS MARKETING?
“Marketing is the business activity of presenting your prod-

ucts or services to potential customers in such a way that
makes them eager to buy”.
C ody Butler here and welcome to “The 90 Day Market-

ing Plan" where I’m going to share with you how to
double, triple, even quadruple your business, and how to ab-
solutely dominate your competition...Even in difficult times
or in a difficult economy.
By the time you get to the end of this book, you’re going to
be better than 99% of the businesses out there and you’re
going to be able to absolutely dominate the market space that
you're in.
Money loves speed, so let’s waste no time and dive right into
what you need to do to move the needle in your business.
The first thing is if we want a specific outcome, we've got to

define what that outcome is.
Specificity gets results.
11
My objective of this book is to give you the strategies re-

quired to build an income generating machine into your
business and give you the tools needed to generate leads,
sales and growth with ruthless efficiency and at will, regard-
less of the economy.
So let's start out by talking about what Marketing is and get-

ting crystal clear about what we’re doing.
The bottom line is that marketing is the money part of your

business.
Without marketing, there really is no money. It's what brings

the sales into the business, it’s what brings the money into
the business and it’s what brings growth.
Great marketing equals great money. Poor marketing

equals poor money.
At the end of the day, if you're great at marketing, you'll have

a great business. If you're poor at marketing, you'll have a
very poor business.
So our goal here over the next few chapters, is to get you
great at marketing, because if you can get great at marketing,
your business will thrive.
So let's start out with a definition of what marketing actually

is.
12
My favorite definition of marketing is this...
“Marketing is the business activity of presenting your

products or services to potential customers in such a way
that makes them eager to buy”.
Key term to remember…”Makes Them Eager To Buy”.
That’s our objective. At the end of this book, I would love

for you to have a system in place that allows you to attract
potential clients and customers into your business at will,
that makes them eager to buy!
So let's start out here with the very basics and get some foun-
dations laid that are prerequisite for success.
There are a couple of things we need to get straight right out

of the gate or else we're going to have problems later.
The first question is, what business are you in?
Now that might seem like a pretty simple question, but 99%
of people get the answer wrong.
They say, I'm in the business of computer software, I'm in

the business of cutting hair, or I'm a dentist, or I'm a chiro-
practor.
That's wrong. Those are incorrect answers. That's what you

sell. That’s the product or service that you deliver. It’s not
the business that you're in.
13
Everybody here, reading this book is in the business of mar-

keting.
That’s your business. Cutting people's hair is the service that

you deliver.
I want everybody to say this with me. “I own a marketing

business that delivers (whatever it is you offer)”.
For example:
I offer marketing training to entrepreneurs...
So for me it would be...
“I own a marketing business that offers growth training to

entrepreneurs”.
My product is training. My business is marketing. And it's

really, really important to make that shift, to understand that
you're actually in the business of marketing.
You're not in the business of whatever it is, the product or

the outcome that you provide. Your focus must be on mar-
keting. If your main focus is on anything else, you’re not
going to get the results you're looking for here.
70% of your time and effort as the business owner needs to

be on marketing. Most business owners spend anywhere
from 5% to 10% of their time on marketing and sales within
14
their business, and then they wonder why they're not really
getting the results that they're looking for!
If you get nothing else out of the book other than this, and if
you implement this, you're going to see dramatic improve-
ments in your business.
The Next Question That Changed My Business

Is This Income Generating Activity?
As the business owner, if you're looking to grow your busi-

ness, I'm assuming that you want more money, and more in-
come?
I know there are other reasons to grow a business, but for the
purpose of this book, I'm just going to assume that you're
here because you want more money.
I understand that people want to make a bigger contribution.

There's other things other than money, but for the most part,
money is what’s going to allow that to happen.
So as the business owner, it becomes absolutely critical that

every activity that you're doing during the day is income
generating activity.
With every task...Ask yourself “is this income generating ac-

tivity”? If the answer is NO, then switch to income generat-
ing activity IMMEDIATELY.
15
By the end of this book, you're going to have all of the in-
come generating activities you need.
To clarify, when I say income generating activity, that

means shifting away from bookkeeping. It means shifting
away from customer service, shifting away from dealing
with suppliers, negotiating contracts, things like that.
That's all very important stuff, but if you can hand that off
to somebody else, if you can get that out of the way quickly
and not spend a huge amount of YOUR time on that and get
straight back to income generating activity, you're going to
see a massive improvement in your business simply from
these two steps.
How do you get started with this?
This all begins with awareness. I want you to start becoming

aware of how you're spending your time each day and what
you're spending your time on.
Ask yourself the question at least 20 times a day...is this in-

come generating activity?
If the answer is NO, then start changing what you're doing,

handing tasks off, putting it off to the side, dealing with it at
some other time and getting straight back to income gener-
ating activity.
16
The next thing that we need to do is we need to have another

change of identity.
Our basic human physiology is that subconsciously we will

behave in a way that’s not consistent with our self-identity
over an extended period of time.
You may behave in a way in the short term that’s not con-
sistent with your identity, but over the long term, we will
always behave in a way that is consistent with our internal
identity.
So that being understood, that our autopilot behavior is com-

pletely tied to our self-identification and identity, then it's
very important that we start to install an identity that sup-
ports the outcome that we're looking for, which is business
growth.
I’m guessing a lot of people reading this right now currently

have the identity of being a business owner?
There's nothing wrong with that identity, but there’s a lot of

activity that’s associated with being a business owner that’s
not income generating activity.
We can be doing tasks such as updating a spreadsheet with

all of our receipts on it, or maybe we're negotiating or deal-
ing with a contractor or service provider.
17
If your identity is that of a CEO or that of a business owner,

then that behavior is consistent with that identity and your
subconscious mind will allow you to engage in that activity
even though that activity is detrimental to the goal that we're
going for here, which is business growth and more sales.
A better identity to adopt is “I'm a marketer who owns a

business”. Now we don't have to ditch the identity of being
a business owner, but I'm a marketer who owns a business is
a much better identity to have because if you internalize the
idea of being a marketer or you assume the identity of I'm a
marketer who owns a business, then there is a lot of activity
that can fall under the business owner identity (that’s not in-
come generating) that’s no longer acceptable under the iden-
tity of I'm a marketer who owns a business
By changing your identity to that of a marketer, you're now

going to be focused on the sales and marketing side of your
business (which is income generating).
Hopefully you can see how making a small shift in your

identity can really make a big shift in your business. We
want to program this stuff on autopilot.
18

USING THE PARETO PRINCIPLE (80/20 RULE) FOR
MAXIMUM PROFIT
A Penny Saved Is A Penny Earned
B usiness growth begins with business efficiency, espe-

cially if times are tough. The first thing that we're go-
ing to want to do is to eliminate all wastage from within the
business. It's far easier to produce bottom line dollars from
subtracting wastage, than it is to increase profit from adding
new income streams.
You’ll also want to be adding new marketing channels as we

progress, which we’ll be talking about in later chapters.
When it comes time to invest in these new routes to market

it's far better to do it with the casino's money so to speak.
Whenever I work with a business, the first thing I look to do

is to find funding by freeing up wasted money within the
business which then pays for the new advertising.
I personally like for everything to be self-funding and what

we are about to discuss is a great way to find those funds we
can use for additional growth later on.
19
Most business owners, when it comes to growing a business

look at top line revenue as the metric to measure. I would
suggest that the only metric that's important is bottom line
profit.
With virtually every business, it's significantly easier to in-

crease bottom line profit, while holding sales constant or
even reducing them slightly than it is to add new sales in the
beginning.
Every dollar that's cut from cost,100% of it goes to the bot-

tom line. Before adding any new income streams into a busi-
ness, the first step is to evaluate the 5 P’s and eliminate in-
efficiency.
The 5 P's are as follows…
Products
Promotions
People
Partners
Platforms
These 5 P’s make up the core marketing of any business.
20
A business obviously has to have products to sell. Most

businesses run promotions to sell those products, those pro-
motions are promoted through various marketing plat-
forms such as Facebook, Adwords, Direct Mail, Email etc.
There are people and employees within the business and

there are partners we work with whether they’re Joint Ven-
ture partners, Referral partners Supply partners, Fulfilment
partners etc.
Now let's review these 5 P’s using the Pareto Principle or the
80/20 rule and see how you can significantly reduce cost and
increase productivity without spending the first dollar.
Before we do this let's review what the Pareto Principle ac-

tually is so we’re all on the same page.
Let’s look at the Wikipedia definition…
“The law of the vital few or the principle of sparsity

States that for many events, roughly 80% of the effect
comes from 20% of the causes”.
So what does that mean for us? Well, it means that 80% of
our clients are coming from 20% of platforms. 80% of our
sales are coming from 20% of our clients, 80% of revenue is
coming from 20% of products and 80% of products sales are
coming from 20% of promotions.
21
It goes on and on.
By identifying and focusing on the 20% of activity that pro-

duces 80% of results in each of the 5 P’s, then we are able
to reduce time effort and cost by 80% while holding results
constant.
We then redeploy the 80% of resources that have been saved

into highly effective and lucrative activities that are proven
to produce revenue.
This effectively allows 500% growth within the business by

simply eliminating wastage and redeploying assets to more
effective channels.
This book is a great example of the Pareto Principle. There

are literally thousands and thousands of ways that you can
market and grow a business. Yet we're only focusing on the
handful of ways here that are the most effective.
We're using the 80/20 rule to get straight to what works. This
book is not designed to be an exhaustive study of marketing.
It's designed just to be an effective study of marketing and
an effective use of strategies to get the results that you're
looking for.
22
So next, I want to look at the five P's of business growth and

how the 80/20 rule applies to these five areas of your busi-
ness. As I mentioned, the five P's are products, promotions,
people, partners, and platforms.
So let's go through each one of these and see how we can

apply the Pareto principle and how this is going to increase
the effectiveness and profitability of our business massively
without the need for any additional advertising or any addi-
tional costs.
Let's start with products. Look at ALL the products you offer
and map out where the sales are coming from and the total
amount.
To do this, take a piece of paper and write down all of the

products on one side and total sales that have come from
those products on the other side.
I bet you’ll find that a disproportionate amount of sales will

have come from one or two products!
The 80/20 rule is very accurate in my experience, and we

want to identify the one or two products or services that you
offer where the sales are disproportionate.
You may have 20 plus products, but only two or three of

those are producing the vast majority of the income. Now
let's go through the rest of the five P’s.
23
PEOPLE
Have a look at your staff, have a look at your employees,

have a look at your contractors and again list them down one
side of the paper and find a way to grade their productivity
on the other side. You will find that the majority of your
work, the majority of the productivity is coming from only
a handful of people.
It becomes very easy to see who your best, most productive

staff members are, who your most productive salespeople
are, etc., and find a way to increase productivity in the un-
der-performing areas or streamline your operation.
Most businesses have the opportunity to cut a number of

costs without it impacting the business in any way, shape or
form simply because resources that are not productive can
be easily eliminated without negative effect.
This is going to be absolutely essential for not just growing

in difficult times but for simply surviving difficult times.
PROMOTIONS
The next thing we want to look at is promotions. So again,

there will be different promotions that you've done on dif-
ferent products and some will have been successful, some
will not have been successful. Take a piece of paper down
24
one side, list the promotions and on the other side list the
revenue that that promotion generated.
Make a note of this, you’ll see that certain promotions are

disproportionately better than other promotions. Next we
want to move on to partners.
PARTNERS
If you're using Referral Partners or Joint Venture partners to

refer business, do the same process again and you’ll see that
there are certain partners that produce a tremendous amount
of business for you and there are other partners that produce
literally no business for you.
Next we want to look at platforms and by that I mean adver-

tising platforms or routes to market.
That would include, Networking, Social Media platforms

AdWords Facebook, Direct Mail, Email, LinkedIn, any
form of route-to-market I'm calling a platform here.
It doesn't matter what it is, put down, all of the platforms that
you use to do your marketing and the revenue that each one
of those platforms has produced for you.
Now as you go through this, you'll start to see patterns

emerging. You'll see products that are successful, you'll see
promotions that are successful, you'll see people that are suc-
cessful, you'll see partners and platforms that are successful.
25
You'll also see that the vast majority of elements that are in
your business currently are actually not producing any reve-
nue, they’re an expense for you.
When I first did this for myself in my business the results

were quite amazing. I discovered that even though I was us-
ing over 20 different channels to get into the marketplace,
over 80% of my revenue was coming from only two of those
channels.
When I looked at the products the revenue was being gener-

ated from, the same was true again, over 80% of revenue
was coming from just one product.
I decided to focus exclusively on the two channels that were

working, and on the one product. I saw a 10x increase in
revenue over the next 12 months as a result with ZERO ad-
ditional work required.
So what we want to do here is identify the successful prod-

ucts, successful platforms, the successful partners, so on and
so forth, and we want to really start to dial in and focus on
those.
If 80% of revenue is coming from 1 product, we want to fo-

cus on that 1 product. If 80% of revenue is coming from 2
partners, you want to really focus on keeping those partners
happy.
26
So go ahead and do that. Do the analysis, figure out who

your five P's are, and what’s the 80/20 of the top five P's.
In the next chapter, we're going to look at creating a business

model that's going to allow you to exploit and maximise
your most profitable 80/20 of the five P’s.
27

IDENTIFYING YOUR MOST LUCRATIVE MARKET
I n the last chapter you should have identified the most lu-
crative segments of your business, if you haven't done
that yet be sure to go back and do that exercise now because
in this chapter we're going to start to create a marketing plan
that allows you to target your most lucrative customers.
From this point on, as a general rule, everything we do

should be targeted at communicating with your five-star pro-
spects.
Forget about trying to communicate with everybody, it

doesn’t work.
What's a five-star Prospect? Your five-star Prospect is the

prospect who buys your most profitable, easiest to deliver,
easiest to sell service or product that we identified in chapter
2 with the 80/20 process.
The biggest marketing mistake that businesses make is try-

ing to communicate with everybody who could be a poten-
tial client or customer, it's a huge mistake.
If you try to be everything to everybody you’ll end up being

nothing to nobody!
28
Specificity Sells... Generality Repels.
As you’ll learn in the upcoming chapters, it is critically im-

portant that you offer specific solutions to specific people at
specific times.
It's not enough to offer general solutions to general people

all the time.
By identifying your most lucrative products and services and

specifically marketing ONLY to those most likely to buy in
a way that makes them eager, you will exponentially in-
crease the effectiveness of your marketing.
Income is determined by business model
In this chapter I'm going to share with you the most profita-
ble business model that allows you to access your five-star
prospects representing your 80/20 products.
This is where it really starts to get interesting and where

you're really going to start to see rapid results in your mar-
keting if you implement this.
I’m going to say it again...you can't market to everybody and

you shouldn't try.
Now, one of the biggest mistakes you can make, it's a fatal
flaw and it will guarantee that you fail is….When asked the
question who's your target market? They say everybody,
29
everybody that could possibly buy my product is the target

market.
That absolutely is not the answer to the question. That is a

guaranteed way to kill your marketing, to make your mar-
keting undesirable.
We need to understand exactly who our ideal prospects are

and put marketing in place that appeals and calls that specif-
ically to your target market specifically to our most lucrative
prospects.
So let's talk about the model that is the most successful, the
one that works the best, and the one that we're going to im-
plement. So to do that, we need to understand primary and
secondary markets.
Identifying Primary And Secondary Markets
I say primary and secondary market but you could say pri-
mary and secondary product.
This is the way I see it. A primary market is where you

can offer instant gratification for solving an urgent prob-
lem or a painful need. It's going to be easiest to create de-
sire. It's going to be easiest to create a sale or response where
somebody gets instant gratification to a painful problem or
a painful need.
30
So we want to identify who that market is or what that prod-

uct offering is that's going to create instant gratification to
solve a problem very quickly, or at least move somebody
closer to a solution which is going to create great Goodwill
in their mind towards you.
That's our primary market. Our secondary market is the op-

portunity to sell more to those people from the trust and
goodwill created from over delivering with the primary mar-
ket or the primary product.
So our goal here, our business model is to direct our market-

ing towards the group of people or the product, that can cre-
ate instant gratification to a pressing urgent problem.
And then once we do that, and we've got their attention from
that, we want to over deliver.
We then want to take advantage of the opportunity that this

creates, which is our secondary market.
Let me give you some examples of this so you can see. So

let's talk about my business for just a second. The main prob-
lem I solve for businesses is “Lead Generation”.
Every business has that problem and it's generally a very ur-
gent, very pressing issue for those businesses. So if I can
help solve that problem very quickly, then that creates a
huge amount of Goodwill and it opens up my secondary
31
market, which is Web Design, Social Media, Adwords, Fa-

cebook, Email Marketing, so on.
So, if I focus on SEO, for example, which my first business

was SEO, I did very well at it. It was my first million dollar
business. I know a lot about SEO and I can really help busi-
nesses that are looking to implement SEO into their busi-
ness.
But do I focus on that? No, I don't. Why? Because it's very

hard to get instant gratification from search engine optimi-
zation (SEO). It's a six to 12-month process to start seeing
results and it's quite an expensive process.
You have to invest into it for a while before you get anything
out. So it's very difficult to get people interested in that. I
essentially have to ask them to spend a lot of money without
32
seeing any results in return, without any kind of gratifica-

tion, instant or otherwise.
Whereas with lead generation, if I can intercept a business

that's looking for lead generation, I can get them results very
quickly. I can give them some instant gratification. I can
give them some information that's going to move them to-
wards solving that problem and it's going to create Goodwill.
So once I get them in the door with lead generation, once
I've built that trust with them and they’ve got some good
some results, then I can start to offer them the more expen-
sive services.
Maybe a website for $20,000 maybe SEO for $60,000 for

the year.
It's very hard to sell that to somebody that Goodwill has not
been established with. So as you can see, the iceberg really
represents the revenue that's available within the business.
The primary market is probably actually only going to rep-

resent 10% or so of the entire revenue that is available to the
business, and the secondary market is going to be 90% of
the revenue that’s available to the business.
But here's the great thing, to access the secondary market

where all of the money is, it doesn't cost me anything at all.
33
I don't have to spend money on advertising. And in fact, a

lot of those people are going to become advocates and
they're going to promote my business through word of
mouth just because we do such a good job at over-delivering
with the primary product to the primary market.
So let me give you a few more examples of how this works

and you can see how to implement this into business. So this
is another business I had years ago. It was a fencing com-
pany. We erected dog fences, garden fences, stuff like that.
That was the primary market and the brand was something
like “The Fencing Guys". All of the marketing was directed
towards a fencing company and the brand was built around
fencing, which you'll see why in just a minute as we continue
through this.
That made it super, super easy to get people to respond to

us, to engage with us, and it made the advertising very ef-
fective. If there was a big storm, as there frequently was,
then the next day people were looking for fencing companies
because a bunch of fences have blown down everywhere and
when they see a company called the fencing guys, they're
going to call them up.
It makes it very easy to access that market. It makes the mar-

keting very effective by branding everything around being a
fencing company.
34
But here's the secondary market.
Just as with the previous example, we actually did a lot of

stuff. We could do roofing, we could do driveways, we could
do garden maintenance, we could do landscaping, and we
could do garage doors, we could do all kinds of stuff, paving,
patios, it just goes on and on.
So the goal here is to massively over deliver with your pri-

mary market, which is going to be super easy to access when
you really focus on one point of entry, and all of your brand-
ing, all of your advertising, all of your marketing is around
selling that one product that can create instant gratification
and, and hopefully at a relatively low risk in a relatively low
risk environment.
35
It doesn't cost somebody a lot of money to get a new fence

put up. It might be $1,000, but when we come down to the
secondary market, a driveway could be as much as $20,000.
A new roof could be as much as $30,000.
Remember...The goal here is to massively over deliver in

your primary market.
What we would do is we'd go in, we'd make sure to do an

excellent job at putting a fence up, and then we'd go way
above and beyond.
We'd also clean up mess we didn't even make. There might

be some garden waste or some garden trash in the garden
and we'd just clean it up for them and say, hey, you've got
some garden trash over here. Do you want us to take that
away for you and get rid of it?
Or hey, we can see your drains are blocked up here. We've

got some tools in the truck. Would you like us to get that
unblocked? It's no charge, we're here, it's only gonna take us
a few minutes.
The goal is to massively over deliver to that primary market,

which is easy to access and then have them move into the
secondary markets just naturally.
36
It's just as easy as one, two, three. So by doing a great job

with the fence, by over delivering, by going above and be-
yond, and by doing far more than was expected, that creates
a massive amount of Goodwill with that prospect.
And then as we're finishing up the transaction, as we're say-

ing goodbye, we just say, oh, by the way, we also offer gar-
den maintenance, landscaping, garage doors, roofing, pretty
much any kind of maintenance or construction around to do
with the outside of your property. We can handle that.
Not only that, we'd say, hey, if you don't mind, could you
tell your friends about us if you think we did a great job, if
you know anybody who needs a new roof, if you know any-
body who needs a driveway, if you know anybody who
needs some landscaping, please tell them about us would be
really great if you could help us get the word out.
And because we over-delivered people are happy to do it.
Let me share one more example so you get the point.
37
The primary market is Wedding Photography, so that's what

you focus on in terms of your marketing, your outreach.
But then your secondary markets could be baby photog-

raphy, website photos, business photography, video produc-
tion, etc.
I've worked with a few wedding photographers and the big-

gest challenge that they have is there's a wedding season,
which is generally going to be summer if you live in a four
season climate.
People don't get married in the dead of winter when it's

snowing or ice storm going on. So their business is generally
very seasonal, which is a bit of a problem.
The way to overcome that is to understand that your second-

ary market is business photography, video production, baby
38
photography, etc. People that are getting married, what’s the

chances of them having a baby sometime soon? That's new
clients, right?
That's new business coming along. If you focus on promot-

ing your wedding photography business to the public, then
when you do an amazing job, when you over deliver at the
wedding, when you're having the debrief afterwards, you
can say, ah, you know, by the way, we also do baby photog-
raphy.
We also do website photography. We also do business pho-

tography and video production. So if you know anybody that
needs any of these things, if you could recommend us, if you
could refer us, that would be really great.
In contrast, what most people are going to try and do is put

wedding photography and business photography on the
same website. They would try and put all of these products
together.
They’d say, we're a photographer that does wedding photog-

raphy, baby photography, website photography, so on and
so forth. And you're going to create no desire in the person
for any of those. Generally speaking, somebody who is okay
at everything is good at nothing.
39
People generally assume that you're really good at one thing.

If you're a generalist, you're not going to be good at any-
thing. You're going to be considered okay at everything.
It's like, what is it they say a Jack of all trades, master of

none. That is not the position that you want. So by just ad-
vertising, wedding photography, just promoting wedding
photography as your primary market, then it's going to make
it very easy to access the wedding photography market. And
then of course, your secondary market. This is where you
start to get your year round business and you get that for free
because the wedding photographer clients are actually pro-
moting for you.
So here's the goal here. Hopefully you can see that you need
to pick a niche as a primary market. You need to pick one
point of entry.
You need to focus your marketing on solving a specific

problem for a specific group of people. So, for example, here
we solved the problem of fences being blown down and the
specific group of people in this instance, more affluent
neighborhoods with more affluent people.
We advertised that business predominantly through newspa-

per and we'd pick newspapers that got distributed to the
more affluent neighborhoods.
That's how we did it.
40
Remember...The goal is to over deliver and create an easy

sale in your secondary market.
If you do that, if you over deliver with your primary market

and with your primary product and you create amazing
amounts of Goodwill, then it becomes very easy to make
more lucrative sales in your secondary market.
In the next chapter I’m going to share with you more why
specializing in a primary market is super profitable.
41

CREATING DESIRE AMPLIFICATION FOR YOUR
PRODUCTS AND SERVICE
I n previous chapters we defined marketing as “presenting

your products or services to potential customers in such
a way that makes them eager to buy”.
Now, I want to talk to you about practical ways to represent

your products in such a way that creates that desire and ea-
gerness to buy. To really stand out in a crowded market-
place, it’s important that we understand fundamental human
psychology when it comes to buying products and services.
There are two main elements that are critically important and
those elements are product, price and positioning.
Let's first talk about positioning and how to position a prod-

uct or service in such a way that creates an eagerness to buy.
Positioning your product to create desire.
Before we can look at successfully positioning a product, we

first need to understand the pyramid of pay and what people
are happy to pay for.
42
I'm going to talk about services specifically here but this ap-
plies equally to products.
At the lowest level of pay is the generalist, the next level up

the pyramid is for the specialist, the next level is for the
consultant and the top level, the highest level of pay is for
the celebrity.
This is easy to demonstrate in the medical field for example,

the doctor who practices general medicine with no speciali-
sation may command $50 to $100 per visit.
If that doctor recommends a specialist you may expect to

pay $250- $500 for a visit. If the specialist then recommends
an even more highly specialised consultant the price will in-
crease further, and finally, a celebrity doctor is going to be
able to charge the maximum amount of fees.
Not only do the fees increase with each level of the pyramid,
the desirability to work with that particular person also in-
creases. For example, the desire to visit with a celebrity doc-
tor is significantly higher than the desire to visit with a gen-
eral practitioner.
The more specialised and more niched your business is, the
easier it is to climb the pyramid of pay and to move closer
to celebrity status.
43
This is why in the previous chapter when we discussed the

business model and primary markets it is extremely im-
portant to pick one area of your market and focus on that
specifically.
It is virtually impossible to attain specialist or celebrity sta-

tus unless you are specifically focused on one area of your
market.
Let me give an example to demonstrate how proper position-

ing will effortlessly grow your business.
Let's assume and God forbid, you're diagnosed with liver

cancer. Do you want to see a general doctor or a cancer spe-
cialist?
Now take that one step further, do you want to see a cancer
specialist or do you want to see a liver cancer specialist?
I'm sure if you're like most people you want to see the best
liver cancer specialist. Let’s assume you found two liver
cancer specialists, and both of them give you the good news
that they’re able to help you. Specialist A offers a solution
costing $65,000, Specialist B offers a solution costing
$4,000.
Which one do you want to go with?
If you're like most, then you're going to go with the $65,000

doctor and you're not going to be price sensitive at all.
44
Why is that?
Because when the results matter, the price matters, and the
higher the price the more chance there is of making a sale.
This is because price and quality are inherently connected in

people's minds. Most people will assume a low price equates
to low quality and high price equals high quality.
When the results are critical to an individual, the higher

priced product will be more desirable. The only time a lower
priced product is more desirable is when the result is not es-
sential.
As in our example, the liver cancer specialist needs to do

very little marketing due to the fact anybody with liver can-
cer would be actively seeking a specialist.
Hopefully this makes more sense as to why we need to pick

a single primary market ourselves as the expert to that mar-
ket.
The next psychological principle that we need to understand

in order to create desire and eagerness to purchase is the idea
that price equates to quality in the prospect's mind.
Most business owners when pricing their products believe

that cheaper pricing will create more interest and more sales,
this simply isn't true.
45
As I previously mentioned, the only time somebody wants a

cheap product is when they don't care about the result or they
don't have any money, neither one of those represents a very
good target market.
Organic food is a great example of this. People who are into

organic food, care more about the outcome than they care
about the cost. I was at the grocery store the other day and I
noticed organic corn was 4x the price of regular corn for es-
sentially the same product.
Now I understand organic corn and regular corn are not the
same product at all but I'm referring to appearance here.
Anybody interested in organic food who sees organic corn

priced lower than regular corn would immediately think
something was wrong and not buy it. A low price will hurt
the sales of products where people care about the outcome.
When you combine proper pricing with good primary mar-

ket selection desire and eagerness to purchase your products
and services skyrocket.
Let me give you another example now how pricing affects

the desirability of a product.
If you found yourself on the back of a plane at 20,000 feet

in the air and you were about to be pushed out of that plane
46
and somebody stood there selling parachutes, do you want

to buy one?
Of course but let me give you some more information, this

person has two parachutes, 1 is $5,000 and one is $50….
which one do you want to buy?
If you genuinely know you are going to be pushed out of that

plane there's a 99.9% chance you want the $5,000 parachute,
right?
Why? Because in the prospect's mind, price equals quality.

When the results are important the price is important and the
more expensive the better.
This is why trying to appeal to everybody with your market-

ing simply doesn't work, you have to pick a very specific
segment of your market and market specifically to them.
Focus your marketing and messaging towards people who

actually care deeply about the results your products or ser-
vices provide and create for yourself the positioning of ex-
pert or specialist within that market.
In the next chapter I'm going to share some practical tips on

how to target those specific prospects who care deeply about
the results and are happy to pay more for what it is that you
do.
47
To do this successfully you need to fully understand the con-

cept of prioritization of expenditure which is what we're go-
ing to talk about next.
48

PRIORITIZATION OF EXPENDITURE
W ho has an unlimited budget? Who can spend limit-

lessly on anything that they want? Very few people
is the answer.
What happens in every household, every home and in every

mind there is a prioritization of expenditure. There’s a cer-
tain amount of income available each year to be spent within
a household.
So mortgages get prioritized, health care gets prioritized,

food, shelter, energy gets prioritized, transportation gets pri-
oritized. Children's needs get prioritized. Family's needs and
essentials get prioritized.
Then there are things such as a crack in a windshield. It's

going to get fixed eventually but it may be 6 months, maybe
12 months before it gets fixed, it doesn't get prioritized.
The secret is to target prospects with your marketing where

your product or service is a priority for that individual right
now, not 6 months from now.
49
There are two ways we can do this, the first is to target pro-
spects who already consider this a priority, the second way
to make your service a priority for them is through educa-
tion.
Let me share with you an example of each of these scenarios

so you can see how this works in the real world.
Targeting prospects who have already prioritized what

you offer
The first example I want to share with you it's a campaign

we ran for a dental office who wanted to sell more dental
implants.
I know from experience that the best prospects for a dental

implant procedure is a woman over the age of 40. It's very
easy to run an advertising campaign on social media target-
ing women over 40, offering them a free dental implant con-
sultation….This works!
This will produce a lot of consultations for the dentist, un-

fortunately very few of those actually turned into business.
Why is that and how do we fix it?
The answer is quite simple. For example, a woman of 42

years of age, who has 3 children at home and a husband is
probably not going to prioritize cosmetic surgery for herself
over her family.
50
She will happily take you up on the offer of a free consulta-

tion, but her intention to buy is very low.
If there's any disposable income left at the end of the year,

chances are it's being spent on a family vacation, school fees
for the kids or something to do with her family. It’s quite
unlikely that she will prioritize the expenditure of disposable
income on herself, it's far more likely that that income will
be spent on the family.
So does she appear to be a valid prospect? Yes. Does she

have a need? Yes. Is she going to spend $25,000 of her
household income on cosmetic surgery...HECK NO.
Now let's look at another woman who's also 42 years old but
this woman is single and she's looking for love. Her greatest
desire is to find love, companionship, connection and happi-
ness and she also associates her cosmetic dental issues as
being something that will stop that from happening.
If her greatest desire is to find love and she believes a

$25,000 dental procedure will facilitate that, then it is highly
probable that she will prioritize her expenditure towards the
dental implant procedure.
At first glance it would seem that both of these women who

replied to the advert are equally qualified prospects, but
when we consider the prioritization of expenditure with each
51
one of those women we can see that one is a significantly

better prospect than the other.
Here's what we did...
For this particular campaign, we showed ads for the Dental

Practice to women over the age of 40 on dating sites offering
a free dental implant consultation.
The results were astonishing, the consultation to procedure

rate was 20 times higher than standard consultation to pro-
cedure rate for the same demographic targeting run on regu-
lar social media with no consideration of the prioritization
of expenditure (POE).
This means that sales were 20 times greater for the same ad-
vertising cost.
Having worked with over 5000 businesses to date, virtually

none of them take into account POE when developing a mar-
keting plan. By understanding POE and only targeting pro-
spects most likely to buy, you’re able to increase the effec-
tiveness of your marketing exponentially using tiny and very
efficient budgets.
In the next chapter we're going to look at how to find these

“High Intent” prospects in more detail.
But for now let’s look at another example of how to use ed-
ucation to create prioritisation.
52
A client I had several years ago was a basement waterproof-

ing company in the UK. It was a moderately successful busi-
ness doing around $250,000 per year. It was running several
advertising campaigns targeting male homeowners offering
free quotes to get damp basements fixed.
This campaign produced lots of enquiries for this business

and a lot of quotes went out but unfortunately very few
quotes were turning into actual business and the advertising
was running at a loss.
The messaging they were using was something like

this...“Got A Damp Basement? Get A Free Quote”.
After speaking with this company, I discovered literally

thousands of people were asking for quotes, so there was
clearly demand for the service, the question was, why are
none of the quotes turning into business?
The answer to that question is simple. Fixing a damp base-

ment is not a priority for most people. Yes, it will be fixed
at some point-in-time, but for now it is not a priority for ex-
penditure. In fact, it may well be several years before the
homeowner gets around to actually fixing a damp basement.
The question then becomes who is “fixing a damp base-

ment” a priority for, and how do we reach them?
53
After doing some research, it turns out that mould caused by

damp basements can actually be very dangerous and car-
cinogenic for children. It makes sense therefore that any-
body with children and a damp basement would prioritize
their expenditure to fix that problem.
Unfortunately, very few homeowners where even aware of

this fact.
Here's what we did…
We changed the targeting from male homeowners to “fe-

males with children” and we changed the messaging from
got a damp basement get a free quote” to…
“New Scientific Report Reveals How A Damp Basement

Can Be Fatal To Your Child” - Download Your Free Copy!
In that report we offered a free consultation and quote to an-

ybody with a damp basement.
When you combine this with positioning the business as

“The Experts’ for that specific type of mould removal and
damp proofing, what do you think happened?
That business went from doing $250,000 per year in total

sales to spending $250,000 per month on advertising and be-
ing #1 in their industry in only 6 months.
54
It doesn't matter what the economy is doing, it doesn't matter

how tough the market gets, this business has now positioned
themselves in such a way that their product will receive POE
over everything else. They’ve essentially future proofed
their business.
If you do what everybody else is doing you'll get the results

everybody else is getting and that's pretty poor results.
Every other business in that space was targeting male home-

owners offering a free quote, all competing for the same
business with the same messaging.
By taking some time to understand how you can position

your product or service in a way that creates prioritization of
expenditure towards your product or service will radically
transform the effectiveness of your marketing, while at the
same time maximising return on advertising investment.
Thinking out of the box and digging deep into who your
product or service is a priority for is a game-changer. Effec-
tiveness will increase and cost will decrease.
In the next chapter we're going to talk more about uncover-

ing buyer intent and how to find and target those red hot pro-
spects.
55

FINDING YOUR HIGHEST INTENT BUYERS
I n the last chapter we talked about the importance of tar-

geting prospects who’ve prioritized your product or ser-
vice as an expense. In this chapter we are going to look spe-
cifically at how to find and target those high intent buyers.
In order to find our best prospects and actually reach them,

we're going to use Social Media. Before we do that I want to
address some misconceptions that a lot of people hold when
it comes to Social Media.
The easiest way to understand Social Media as a business

tool, is to refer to it as Micromedia. Most people when they
think of Social Media think I'm talking about likes, thumbs-
up, retweets, comments on posts, all of that good stuff.
That's not what I'm referring to here at all.
Take YouTube for example, YouTube is the same as televi-

sion advertising at a fraction of the cost. It’s mainstream me-
dia at a micro level, it’s micro media.
Podcasts can be viewed as radio, Facebook and Twitter ads

can be viewed as Direct Mail, etc.
56
Previously, only large-scale media was available to busi-

nesses, making advertising very expensive and inefficient
and out of the reach of most small businesses.
In order to take advantage of the opportunities available pre-

sented via Social Media today, we need to understand how
to use both psychographic and demographic targeting and
how to combine them for maximum results.
What is Demographic & Psychographic targeting?
Demographic targeting includes characteristics such as age,

gender, location, job title, etc.
Psychographic targeting is targeting people based on be-

haviours and interests such as “have taken a skiing holiday
in the past 12 months”.
Social Media became super powerful in targeting our high

intent buyers when we combined both demographic and psy-
chographic targeting together to identify the “High Intent
Prospects” through “Layering”.
A great example of this is our previous example where we

were targeting women over the age of 40 on dating sites.
Women over the age of 40 is the demographic aspect, inter-
ested in dating is the psychographic aspect.
When we combine the two, you now have an accurate Ava-

tar of a Prospect to target.
57
In order to fully utilise the technology that is available to us

to create big results on small budgets, it’s important to iden-
tify both demographically who we are targeting as well as
what psychographic behaviours our best prospects exhibit.
Let's say for example, you're an Accountancy firm looking

for businesses needing an Accountant. It makes no sense to
target just business owners exclusively seeing as the vast
majority of business owners will already have an accountant
and only a very small percentage will actually be looking to
change.
We’ll be spending a lot of money to reach prospects that are

simply not qualified.
A much better marketing plan would be to ask which busi-

ness owners prioritise a new Accountant right now? The an-
swer to that question is a business owner who has been in
business for less than 12 months.
The reason for this is that any business owner that's been
trading for more than 12 months has been through at least
one tax cycle and has most likely engaged an accountant to
file their taxes.
A business owner who has been in business for less than 12

months may very well have not engaged an accountant yet
and will almost certainly be looking to hire one at some point
in the very near future.
58
When we understand that the demographic we are targeting

is the business owner and the psychographic behaviour is
“has been in business for less than 12 months”, we can now
reach these people very effectively and very cheaply.
In this instance we are able to go to LinkedIn and use their

search features to build a list of all of the business owners in
a specific area that have been in business for less than 12
months.
We are then able to use the messaging and advertising fea-

tures available within LinkedIn to reach ONLY these busi-
ness owners. If we build a list of 500 business owners who
have been in business less than one year chances are, as
many as 50% will be looking for an accountant.
We can then present them with an “Irresistible Offer” such

as “Get Your First Year Taxes Filed Free”.
59
Social Media platforms have been designed for one reason

and one reason alone, to provide psychographic and demo-
graphic targeting for businesses and advertisers.
Once you understand this, and you understand the demo-

graphic and psychographic profile of prospects who will pri-
oritise expenditure of income towards your products and ser-
vices, growth becomes easy.
Let me share with you some more examples of how this can
work.
I recently held a business breakthrough live event where I

sold tickets to the event via Facebook ads, let's take a quick
look at the targeting used so you can see how this works in
action.
Below I have included a screenshot of the actual targeting

that I used for this event:
60
As you can see the targeting here is three layers deep. For
the ad to be shown to somebody they have to;
1. Be a Business Owner
2. Be interested in Social Media Marketing and
3. Be interested in attending live events.
If I had simply shown the ad to Business owners, many of

those would have had no interest in Social Media marketing,
and of the business owners that were interested in Social
Media, many would have no interest in attending a live
event.
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By only targeting business owners who have interests in So-

cial Media Marketing and also an interest in live events, I
was able to fill the event with business owners who had all
paid $97 each for a ticket at a cost of only $44 per sale.
25% of the room then purchased our $5,000 program, pro-

ducing a profit of over $50 for every $1 spent on advertising.
This type of demographic and psychographic layering is

available on all Social Media platforms that allow advertis-
ing, and will work for all types of businesses. If you're B2B,
LinkedIn and Adwords are great platforms to be on. If you're
B2C, Facebook, Instagram, and Twitter are the platforms to
be on.
By really understanding your ideal buyer profile and by uti-

lising the layered targeting that Social Media platforms al-
low us, advertising becomes a highly profitable, high return
on investment activity, where we are able to target highly
qualified high intent audiences at very low costs due to the
fact the multiple layers of targeting can be used. This re-
moves 90% of the waste in an advertising campaign.
I highly recommend accessing the back end of advertising

platforms such as Facebook and seeing just what targeting
is available, it's quite astonishing.
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Every type of interest and behaviour both demographic and

psychographic is available, we can people target people spe-
cifically who have purchased online in the last 90 days, we
can target people of certain credit scores, we can even target
people in certain income brackets and we can narrow this
down to a radius as small as 1 or 2 miles.
We can target people who have been recently engaged, have

a birthday coming up, people who eat out at restaurants on a
regular basis, people who have just had a baby, people who
have just moved house, it goes on and on; the list is abso-
lutely endless as to what we are able to target.
Let's say you have an online baby store, we can target people
who have just had a baby and are engaged online shoppers
in the past 30 days, meaning they’ve spent money online in
the last 30 days. We can then show those people adverts for
our online baby store knowing that they are interested in
baby clothes and equipment and they also have a habit of
spending online.
The outcome is big results!
Now that we understand what the primary market is, and

who the best prospects are, where do you send them, to your
website? No, you MUST send them to a Landing Page.
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TURNING YOUR WEBSITE FROM A DUD INTO A
LEAD GENERATING MACHINE
If you’re not using a landing page...

You’re wasting your time
B efore you even consider sending traffic to your web-

site, there’s one thing that is 100% essential and non-
negotiable if you hope to succeed with advertising and that's
a landing page.
The vast majority of businesses send traffic and prospects

directly to the homepage of their website, this is a huge mis-
take. I’ve reviewed literally thousands of websites as well as
seeing the analytics and conversion statistics and I can tell
you the average website has a conversion rate typically be-
tween 0.5 and 1%.
When I work with clients, a 30% conversion rate is the bare

minimum that's acceptable, anything less than that and we're
back to the drawing board until we hit the minimum of 30%.
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A good website will convert anywhere from 65 to 70% of

visitors. What's the difference? We're using landing pages
not websites.
If you recall in previous chapters we've talked about how to

target highly relevant high intent prospects that want, need
and can pay for your products and services, and we're using
Social Media to find and engage with these prospects.
Now we’ve located them and we understand their needs, de-

sires and interests, we want to send them to a landing page
that offers an immediate solution to the problems in return
for their contact details.
Once we have their contact details, we are going to be able

to follow up with them via marketing automation over an
extended period of time which we will discuss in a later
chapter.
In order to follow up, we need them to voluntarily give their

contact details, the way we do this is through the use of
Landing Pages.
So let's take a little bit of time now and dive into exactly why
a Landing Page is so effective and why you must use them
in your business.
65
What’s the big deal about Landing Pages?
Let’s start out with a bold statement. “Without a good land-

ing page your online marketing is doomed to fail”.
The landing page is without doubt the single most important

element of a winning campaign and simply by having this
guide you now have a huge advantage over your competi-
tors. I hope for your sake you read it.
Most advertisers simply send expensive traffic to the Home

Page of their website or a Contact Us page. After reading
this guide I hope you’ll never do that again or if you’re doing
that now, I hope you’ll stop it quickly.
So what’s the difference between a Landing Page and a

Home Page?
Think of it like this...Imagine you’re flying for the first time

and you’re traveling from Los Angeles to New York. You
pay a taxi driver to take you to the airport (LAX). When you
get to the airport he just drops you off at this huge airport
and drives off.
You’re left standing there very confused and not really sure
what to do next. You know you’re at the right place but you
feel very uneasy and not comfortable at all.
66
Now imagine the same scenario but this time instead of be-
ing dropped at the door and left to fend for yourself, some-
body opens the taxi door for you and says to you “Are you
Mr X? Then follow me. I’m here to help you make your jour-
ney”.
They tell you that they’re going to take you to the check-in
desk where you’ll give them your bags and then walk you to
the departure lounge. They tell you where to go, what to do
next and everything you need to safely and comfortably
make your journey.
Which do you prefer?
Well, the home page of a website is much like the first sce-
nario, all of the information you need to make your trip is
there but it’s often confusing and doesn’t really guide the
user. It’s simply a big map or menu.
It offers choices instead of guidance.
Think of the airport again, you get out of the taxi and some-
body hands you a map and walks off, that map contains what
you need but unless you know where you’re going that
map’s pretty useless to you. It only adds to your overwhelm
and stress.
If instead of giving you a map somebody came to you and

said “Are you Mr X? I’m here to help you and make sure you
67
catch your plane, follow me, I’m here to guide you through
this”.
That’s a much better experience, don’t you think?
This is exactly what a good landing page does.
The home page simple hands you a map and walks off!
I’m hoping you can see the difference here. So let’s break
this down to the individual elements that make a great land-
ing page.
What makes a great landing page?
The answer to that quest is CONVERSION.
The landing page has one job and one job only, to make con-
versions. It isn’t good because it’s pretty, it isn’t good be-
cause it’s clever, it isn’t good because your best friend told
you it’s good.
It’s good if it makes money and nothing else. This is the only
metric a landing page is measured by (by savvy marketers at
least, there are plenty of broke marketers that use other met-
rics).
So that being said, let’s look at the 5 elements that need to

be present to maximise that all important conversion rate or
“CR”.
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Element #1 - The Headline
This is without doubt the most critical part of the Landing

Page. If we think about our airport example the headline
would be “Are you Mr X here for your flight to New York?”
Without this question nothing happens. If Mr X answers

“Yes”, then we know exactly what to do next, we respond
“excellent, I’m here to help you get to New York”. Now the
relationship has been established.
If the headline was wrong, “Are you Mrs Y going to Las Ve-
gas”, we could never have performed our job. Mr X would
respond “no”. We simply asked the wrong question to the
right person.
So let’s look at some examples of great headlines
Typical Headline on a Home Page:
“#1 in Dental Care Since 1967”
(The visitor to this website thinks “So what, I want my teeth

whitened, I don’t care when you were established.”)
69
The Great Headline Asks:
“Are You Looking To Whiten Your Teeth by at Least 4

Shades?”
(Now the visitor answers “Yes, that’s exactly what I want.”)
Now the relationship is established, we’ve located Mr X.

Now we can start to lead Mr X to where we want to take
him. We’ve assumed the role of a guide, not just simply
handing over a map.
Here are a few rules to follow when constructing a profitable

headline.
#1 Clear Beats Clever
Clearly state what you’re offering and who it’s for. Concrete
language is our friend, abstraction is the enemy.
e.g.
Bad:
“Discover a New You in 30 Days”
Good:
“Looking For a Gym? 30-Day Free Trial for New Members”
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Bad:
“#1 Dental Practice 10 Years In A Row”
Good:
“Want The Best Implants At The Best Price? Call Now For
Free Consultation”
#2 Set Up The Offer
Now that we know we are speaking with the right person,

set up the offer. In our airport example we told Mr X we’re
going to guide him through the process of catching his plane.
Here’s an example of how to do this.
Headline: “Missing Teeth Hurting Your Smile?”
We’re setting up the offer here of a free consultation so two

things are now happening.
1: We’re identifying ourselves to the prospect. (We’re Den-

tists)
2: We’re implying what we are going to offer them. (Free

Consultation)
Now there should be no surprises when we make our Call

To Action (CTA).
Here’s a great example
71
Very simple, very clear, it calls out to a very specific audi-

ence and nicely guides you to the next step.
Element #2 - The Hero Shot
The second element is the “Hero Shot” this is the graphic

element to the page. This can be a number of different things
based on the business. Here are a few proven options.
1. The product
2. Happy people
3. How it works
4. A video
I would suggest for Cosmetic Dental that a “Non-Gory” pic-

ture of the product works well.
72
Here’s an example of a good Hero Shots that proved very

effective (sensitive info has been removed).
“The Product”
73
“Happy People”
74
Element #3 - Benefits
Ask this question hypothetically in your mind to the visitors

to your website…
“Why are you here and what do you want?”
The answer to this question is your big benefit and needs to

be front and centre on your landing page. I can also guaran-
tee that the answer is not about you, it’s about them.
Let’s go back to our airport example. Mr X knows he needs

help so he goes to the customer service desk at the airport
and says “I need some help please”, the employee then im-
mediately answers “no problem sir, we’re an FAA licenced
airport and have been in business since 1934, we have over
10,000 flights a day arriving or departing and a first class
safety record, does that help?”.
Is Mr X impressed by this or frustrated? Does he care?
No, he just wants a solution to his problem not a history les-

son and a list of qualifications.
In order to really help Mr X, the customer service employee

has to start with the question “what can I help you with, what
do you want?”. Until that question has been answered it’s
almost impossible to give Mr X what he wants.
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Let’s go to the next step, what about if we put two desks side
by side, one has the sign...
“Customer Service”
The other has the sign...
“Get Directions To Your Flight Free Of Charge”
Knowing what you know now, which one is Mr X most

likely to go to?
We could even take it one step further. What if a third sign

said...
“Is This Your First Time Flying And Feeling a Bit Lost?
Get Help Here”
Who gets Mr X’s attention and ultimately his BUSINESS?
You’ve got to know why they’re here and what they want.
Don’t make generic, thoughtless statements.
Most businesses are simply putting up a sign that says “Cus-

tomer Service”. Hopefully you’re not going to do that any-
more, you’re going to ask the good questions that mean
something to your prospects and give the answers your pro-
spects need. Don’t frustrate them - Help Them!
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To conclude this section, the headline and benefits should be

very closely related. Your headline should be a clear state-
ment of your biggest benefit.
Element #4 - Call To Action
As we have already discussed, we’re assuming the role of a

guide in this process, we achieve this with a clear Call To
Action (CTA).
By now we have identified our prospect and we’ve identified

why they’re here…
“Are you Mr X?” - “Yes.”
“Are You Here for your flight to New YorK?” - “Yes.”
Next we need to give a clear Call To Action for our prospect

to take.
“Great, then follow me.”
On a landing page in your business this could be one or more

of the following actions.
1. Fill out a contact request
2. Make a phone call to the business
3. Download a free report
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For most ecommerce based businesses the action is gener-

ally going to be a sale.
Regardless of the type of CTA, we want it to follow a few

simple rules.
1. It’s extremely clear.
2. It’s on the top half of the page.
3. It’s risk free.
4. It’s easy for the prospect to do.
5. It solves a problem or moves the prospect closer to a so-

lution.
Here’s an example of a page with a clear Call To Action
OK, almost done…
78
Element #5 - Testimonials
I won’t say much about this as it should be pretty self-ex-

planatory. What I will say is that when prospects are not
sure, they look to social proof and to the experience of oth-
ers.
By adding case studies, before and after photos and written

and video testimonials, you will greatly improve the conver-
sion rate and profitability of your campaign.
e.g
A few simple tips here to maximise results.
1. Use real people (photos, not stock images).
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2. Be specific, talk about the results achieved.
3. Include contact details (if you can, it’s not always a good
idea) it makes it more believable.
Putting It All Together
Now that we have all the elements of a very profitable land-

ing page, let’s put it all together.
Below is a proven template that works over and over again.

It works exceptionally well in the Cosmetic Dental industry
where the goal is to get the prospect on the phone to book a
consultation or to offer an estimate or appraisal.
80
The Format
1. The Headline
2. Hero Shot
3. Benefits
4. Testimonials
5. Call To Action
81
The Secret Sauce That Guarantees Success
Split test everything. This is just a guide, a great starting

point for a successful campaign but test, test, test. We’ve
seen results as dramatic as x32 better response rates between
two different landing pages for the same service in the same
business.
Test your ad copy, test your headlines, test layout, test eve-
rything.
That's the overview of the introduction to landing Pages,

hopefully you can see the power of the landing page and how
it can increase the effectiveness of your marketing exponen-
tially.
In the next chapter we're going to talk about crafting your

irresistible offer and a message to add to your landing page
to dramatically increase the conversion rate.
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CREATING AN IRRESISTIBLE MESSAGING
P rospects are bombarded with marketing messages every

minute. I've read various statistics saying that an indi-
vidual may be subjected to as many as 30,000 marketing
messages every single day. I believe it!
The question every business owner has to ask themselves is

why would somebody pay attention to my message out of
the 30,000 that they're going to see today?
When you can answer that question successfully, you stand

a very good chance of growing your business in any econ-
omy.
When I talk about creating a marketing message, I am refer-

ring essentially to the headline or the one-sentence attention
grabber that pulls a prospect in and is compelling enough for
them to give you their contact details in return for what
you’re offering.
Once you have their contact details, then it's very easy to
employ marketing automation to follow up with the Prospect
on an ongoing basis increasing the likelihood of a sale being
made by literally 1000%.
83
Your message is going to have to be exceptionally good to

cut through the 30,000 other messages the Prospect is ex-
posed to on a daily basis and to be compelling enough for
the Prospect to give you their name, email or phone number.
The goal here is to create an Irresistible offer which provides

instant gratification and solves a big problem for the pro-
spect in return for their contact details.
The easiest way to do this is to ask yourself the question

“what is the biggest problem my Prospect wants to solve”
and then providing some form of assistance such as a book,
a report, a phone call or video, etc., for free that progresses
the prospect closer to their desired goals.
Let me give you some examples.
If you're a real estate agent and you want people to list their
properties with you, offer a FREE Report “7 ways to im-
prove your property value” to people interested in selling
their property while offering them value and assistance to-
wards achieving their goal of a higher sales price.
If somebody wishing to sell a house will give you their

name, phone number, and email address in return for “7
ways to improve their property value”, once you have those
contact details you now know that that person is interested
in selling a house and you can give them a call.
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The key to success here is to make an offer that is extremely

easy to say yes to and extremely hard to say no to, and to
communicate that offer in one sentence.
Let me share with you a basic formula that will work for
every business and product...There a several more formulas
but this is a great start.
“How To Get X Without Y”
This is a very powerful headline as it taps into both moving

towards and moving away from emotions and speaks to both
pleasure and pain in the prospect's mind, how to get what
you want without having what you don't want.
Examples of this could be:
How to lose weight without feeling hungry.
How to grow your retirement with no risk.
How to change phone companies without losing your phone

number.
How to sell your house without paying an agent commis-

sions.
How to remove make-up without using chemicals.
The goal of the message is to create curiosity and interest

without giving away the answer. Headlines like these create
85
an open loop in the prospect's mind which needs to be

closed.
The only way to close it is to give you their contact details.
If you recall in a previous chapter I talked about a business

I previously owned…”The Fencing Guys”, an example of a
message we used in that business was:
“How To Choose A Fencing Company And Not Get

Ripped Off”
Anybody considering hiring a fencing company is going to

be attracted to a message like that.
The message allows myself to collect the contact details of

prospects interested in fencing as well as the opportunity to
establish credibility and trust by educating the prospect on
how not to get ripped off if they're thinking about hiring a
fencing company.
Only people actively in the market for a new fence would be

interested in such a report, so anybody providing their con-
tact details would be an excellent prospect.
This particular message would prove irresistible for some-

body in the market for a new fence.
A big mistake most businesses make when communicating

what they do and who they can help is to give far too much
86
information. If a Prospect cannot identify within a fraction

of a second how you can help them, simply by your headline,
your message is far too complicated and will not be read.
The headline is probably the biggest factor in whether or not

a prospect is going to respond.
Now you're aware of these techniques you'll start to see them

everywhere. To get great at marketing, you have to become
a student of marketing. Pay attention everywhere you go.
Look at ads and banners online, look at billboards, look at
advertisements on the side of busses, start to notice what the
successful businesses are doing in their marketing.
Most importantly, pay close attention to the ads that catch

your attention. Anytime an ad or a headline catches my at-
tention, I take a photograph and put it in a swipe folder. The
best way to learn what an attention-grabbing headline is, is
to note the ones that grab your own attention...You know for
a fact those ads work!
87

THE MONEY IS IN THE FOLLOW UP
“Consistency breeds familiarity, familiarity breed confi-

dence and confidence breeds sales”
T he following was written by Thomas Smith of London

in 1885 in a publication called “Successful Advertis-
ing”. Written almost a century and a half ago, it’s every bit
as relevant today as it was then:
• The first time, people look at any given ad, they don’t
even see it.
• The second time, they don’t notice it.
• The third time, they are aware that it is there.
• The fourth time, they have a fleeting sense that
they’ve seen it somewhere before.
• The fifth time, they actually read the ad.
• The sixth time, they thumb their nose at it.
• The seventh time, they start to get a little irritated with
it.
• The eighth time, they start to think, “Here’s that con-
founded ad again.”
88
• The ninth time, they start to wonder if they’re missing

out on something.
• The tenth time, they ask their friends and neighbors if
they’ve tried it.
• The eleventh time, they wonder how the company is
paying for all these ads.
• The twelfth time, they start to think that it must be a
good product.
• The thirteenth time, they start to feel the product has
value.
• The fourteenth time, they start to remember wanting
a product exactly like this for a long time.
• The fifteenth time, they start to yearn for it because
they can’t afford to buy it.
• The sixteenth time, they accept the fact that they will
buy it sometime in the future.
• The seventeenth time, they make a note to buy the
product.
• The eighteenth time, they curse their poverty for not
allowing them to buy this terrific product.
• The nineteenth time, they count their money very
carefully.
• The twentieth time prospects see the ad, they buy
what it is offering.
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I'm sure you can probably relate to this through your per-
sonal experience where you’ve initially had minimal interest
in a product, but after repeated and ongoing exposure, the
interest slowly grows until you finally make the decision to
purchase.
Another great example to demonstrate this principle in ac-

tion is the suggested video feed on YouTube. Quite often,
YouTube suggests a video that you have no interest in what-
soever, after being shown to you over and over and over
again, finally, you click on it and watch it.
The reason for this phenomenon is repetition. Repetition has

a hugely powerful psychological impact on an individual.
It's been estimated that a consumer needs 21+ exposures or
points of contact with a brand before starting to trust it.
I don't know if it's actually 21 points of contact, but I do

know it's a lot!
Most businesses fail with their marketing and advertising for

the simple reason that they do not have an effective strategy
to show their message enough times to the consumer, in or-
der for that consumer to feel confident and trust the brand.
Businesses will show ads to a consumer and the consumer

will not buy, the business owner then incorrectly concludes
that advertising doesn't work. This is an erroneous conclu-
sion, the consumer simply did not see the advertisement
90
enough times to feel confident enough to make a buying de-

cision.
By using strategies to produce high levels of repetition such

as email marketing, which we are discussing in this chapter
and Re-Target, which we will discuss in the next chapter, as
well as understanding a realistic time frame in which con-
sumers move through the buying cycle, we're able to in-
crease the efficiency of marketing by at least 500%.
This is the difference between a negative ROI and being

wildly profitable!
As a business owner, the questions that you should be asking

yourself on a regular basis is how can I add repetition to my
marketing, how can I add repetition to my brand awareness
and how can I get my products or services in front of the
same prospects as many times as possible.
Most businesses given the choice, would choose to reach 20

new prospects once, instead of reaching 1 prospect 20 times.
The majority of businesses just quit too soon!
Ironically, reaching a new prospect for the first time is by far

the most expensive advertising a business will ever do. It
may cost $10 to reach a new prospect for the very first time,
but once a prospect has been reached, it becomes extremely
inexpensive, even free to reach them as many times as you
want to.
91
You can reach a prospect once for $10 or 50 times for $11!
This, in part, is why using a landing page is absolutely criti-

cal to your success, because it allows us to gather prospects'
contact details and repeatedly market to them via marketing
automation until they’re ready to buy.
Once you’ve collected a prospect's details, it’s now possible

to market to them repeatedly over an extended period of time
for absolutely no cost whatsoever via email.
It should be the #1 goal of every business to build a database

of prospects through the use of Landing Pages and then mar-
keting to those prospects on a regular basis, over an extended
period of time through the use of automation.
Studies have shown that 50% of prospects who enquire

about a product or service will purchase that product or ser-
vice within the next 18 months. However; only 15% of those
who purchase, will make that purchase within the next 90
days.
This means if you do not have a top of mind strategy to en-

gage prospects beyond 90 days, you're leaving literally 85%
of the available revenue on the table.
Any successful marketing strategy has to have a component

that nurtures leads consistently from the 90-day onward pe-
riod.
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Adding a follow-up system that nurtures leads long past the

initial 90 days is one of the most profitable strategies you
can use for your business and requires ZERO effort once it’s
set up.
The best way to demonstrate the truth to this is again through

your own personal experience. I'm sure there are numerous
times when you've been to a store, interested in a product,
let's say a new couch for this example, and you didn't pur-
chase the couch on that first visit.
However, if you’re visiting furniture stores looking at

couches, it’s very likely you will purchase a new couch from
somebody within18 months of that first visit.
What's important to understand here is the phrase you “pur-

chase a couch from somebody”, NOT necessarily from the
first store you visited!
Had that first Furniture store collected your details and fol-
lowed up with you periodically over the next 18 months, the
chance of you making your purchase from that initial store
would have increased dramatically.
The same can be demonstrated for many industries. People

purchasing a car for example would visit a car dealership
and begin the research process long before a car is pur-
chased.
93
Somebody who’s looking on a website for a piece of jewel-

lery, a homeowner calling a painting company to get a quote
for painting a house, a renter visiting an open house for sale.
It is highly likely that all of these people will make a pur-
chase of the product that they're inquiring about. What is un-
likely is that they will make that purchase immediately.
The real estate agent who gathers the contact details of eve-
rybody viewing an open house, and then sends those people
emails every week, showcasing similar homes for sale in the
area is exponentially more likely to make a sale than the real
estate agent who simply relies on newspaper advertising to
send people to open homes and nothing more.
The jewellery company who is able to gather the contact de-

tails of somebody visiting their website and then sending
them special offers and details of promotions of similar jew-
ellery to what was viewed, via email, each week will almost
certainly make a sale over the next 12 to 18 months to that
person.
The jewellery company that relies purely on the prospect

purchasing during the visit to the website will make substan-
tially less sales over the same 12 to 18-month period.
Every business should be using marketing automation soft-

ware such as Activecampaign and Clickfunnels to create a
“set and forget’ follow-up strategy.
94
When a Prospect comes to your landing page and gives their

contact details in return for your free report or offer as we
previously discussed, those contact details can then be auto-
matically added to your marketing automation software such
as Active Campaign.
It is then simply in the case of adding a number of pre-writ-

ten emails to Active Campaign that are sent out automati-
cally over an extended period of time.
Once the emails have been added to Active Campaign, every

new prospect added to the sequence will receive automated
follow up and nurturing until they're ready to purchase.
The money is in the list and the money is in the follow-up.
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RETARGETING PROFITS
Want to reduce the cost of sales by up to 90%?

Start using retargeting!
W henever I start working with a business as a private

client, the first question to always ask them is “are
you using retargeting”? If the answer is NO, I start to get
excited because I know I'm going to get them some quick
revenue for very little cost.
There's nothing like working with a client and showing them

positive return on investment the first 48 hours of working
together!
When it comes to producing big results on small budgets,

the place to start is always working with underutilised assets
within a business. Every business that's been around for 12
months or longer is guaranteed to have a number of cash
levers within the business that can be pulled immediately to
produce instant revenue, retargeting is one of these underuti-
lised cash levers.
So why is retargeting so powerful?
96
Retargeting is the process of building an invisible list of vis-

itors to your website and recording their behaviour. By plac-
ing a retargeting pixel on your website we are able to cookie
and track the behaviour of every person who visits your site,
based specifically on their behaviour or pages that they have
visited.
You may have experienced this for yourself in the past when
you visited a website, and then all of a sudden, ads from that
business start to appear everywhere, it's like they’re follow-
ing you around the internet.
Let me share an example of how this works. If you own a

jewellery business and a person visits a page of your website
with diamond rings on it, but does not purchase, we can say
confidently that person is interested in diamond rings. Now
we know this information and we have this prospect on our
invisible list, we are able to show ads, specifically, for dia-
mond rings to this person and only this person.
The fact that retargeting allows us to show very specific ads

to very specific people based on the behaviour they have
taken on your website, this means that the cost of ads be-
comes absolutely minimal. The reason for this is that if 100
people visit a page with diamond rings on it, we now only
show ads to those 100 people. Not one person who is not
interested is shown an ad. This means that you don't have to
97
pay to reach a single person that is not interested in a specific

product.
With traditional advertising, we would have to pay to reach

thousands of people to find the100 that are interested in a
specific product. This produces a tremendous amount of
wastage within advertising dollars.
Retargeting is not only an extremely cost effective way to

reach prospects, it’s also a great way to protect your brand,
seeing as ads are only shown to people who have demon-
strated through behaviour, a specific interest in specific
products.
You're not irritating people by continuously showing the ads

for products that they are not interested in.
Through retargeting, we are also able to meet the prospect

where they are in the buying cycle, based on their behaviour.
For example, if you sell your products or services via a sales
call, then, we are able to target prospects that visited your
website but did not book a sales call, and specifically offer
them the opportunity to book a call through the retargeting
ad.
In this particular instance we could create a retargeting ad

that said something like the following, “I see you visited
our website but didn't book a call, click here to book a
call now about X”.
98
This is virtually guaranteed to increase the number of people

who book a call by 90% or more, versus not having a retar-
geting ad.
Another example of how we can use retargeting would be

something like ”I see you looked at our website about
product x would you like us to send you some more in-
formation on that?” Or, “I see you visited our shopping
cart but didn't check out, would you like to speak with
somebody about product X?”.
As you can see, these are very personal adverts that speak
specifically to the person directly, and as a result, the re-
sponse rates and conversion rates are extremely high.
As with email marketing and marketing automation which

we discussed in the previous chapter, once your retargeting
campaigns are set up, it's literally a set and forget situation.
It's like having a sales team working for you 24-hours a day
who never get sick, are never late, and never ask for a pay
raise!
Retargeting is also a great way to rapidly grow credibility

and trust with your brand which is essential for successful
business growth. Frequency and repetition are key to devel-
oping trust with the prospect, and the more they see your
brand the more they're going to trust it.
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With effective retargeting, your products, services and brand

can be seen on virtually every website across the entire in-
ternet through the use of platforms like Facebook and the
Google display network.
When your brand is seen on high credibility sites (through

retargeting) like CNN, New York Times the BBC, etc., it
immediately elevates the trust factor associated with your
business in the prospect's mind.
Another great aspect of retargeting is that it can be set up

very quickly and with very minimal effort by using retarget-
ing aggregator sites such as perfectaudience.com.
By using a site like perfect audience all you have to do is

place one tracking pixel on your website and set up your re-
targeting campaign inside of Perfect Audience. Perfect Au-
dience will then create multiple campaigns on your behalf
that will display your ads across millions and millions of
websites across the entire Internet. This can all be done in as
little as 30 minutes.
Of course this is just a basic overview of retargeting and you

can go as deep down the rabbit hole as you would like to go.
There are many more advanced strategies that can be used

with retargeting that will substantially increase the return on
investment of your advertising and increase the overall ef-
fectiveness of the sales and marketing within your business.
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If you'd like to learn more on how to set up retargeting on

your website visit www.retargetinghero.com for more infor-
mation.
101

USING COLD EMAIL TO GROW YOUR BUSINESS
The 7 Steps To Successful Lead Generation

Through Cold Email
T he goal of this book is to give you big results on small

budgets. How to grow your business without spending
a huge amount of money on advertising. The easiest way to
do that is by using cold email outreach.
When done right, cold email can be one of the most effective
ways to reach your client base while at the same time being
one of the least expensive or even free.
So far in this book, I’ve mostly shared with you the strate-
gies required to grow your business without going into great
details as to the specific tactics involved. In this chapter, I’d
like to give you some very specific tactics that you can use
and start generating business immediately.
What you are about to read is Tested, Proven and Respon-

sible for literally Millions Of Dollars in sales directly from
Cold Email.
102
I’ve broken it down into 7 simple steps...Follow these steps

and YOU WILL generate stupid amounts of Leads.
Don’t be tempted to skip any of the steps as they are all re-
quired. I would also highly recommend trying this “As Is”
before changing it.
We’ve tested literally 100’s of messages over the years...and

what you have here are by far the most effective.
So without further ado...here are the steps to limitless leads

from Cold Email.
FYI...for the examples shown we are using

www.LeadLantern.io as a source email marketing data.
Step: 1 - Get Super Clear About Who Your Ideal Pro-

spect Is (And Build A List)...
If you can define them...You can find them.
Make a list of the Job Titles of the Decision Makers in your

target market. I’ll use the example of a company that sells
IT Security here for no other reason than to give you a work-
ing example.
So in our example, the decision makers in our Target Audi-

ence have these Job Titles…
CTOIT Manager
103
MIS Manager
IT Security Manager
Information Security Manager
Manager IT Security
Manager Information Security
The “Job Title Search” is a highly accurate search in Lead

Lantern and is the one I like to use the most.
The more specific you can be, the better, as it will allow for
much more personalisation later.
Let’s say for our example we want to narrow that to busi-

nesses doing over $20m per year with 100 plus employees
in the banking sector.
Now we know precisely who we want to talk to...It’s time to

find our prospects.
104
You can also add all of the Job Titles into the Job Title
Search Box plus any other filters you want to apply:
As you can see that gives us a nice big list of over 5,000
Hyper Targeted Decision Makers :)
105
Now we have a list of prospects...Step 1 is complete :)
By the way...Building your audience is actually the ONLY

part that you have to do manually...all the rest you can auto-
mate which we will talk about later and is KEY TO YOUR
SUCCESS.
Step: 2 - Get Super Clear About The Outcome You

Provide For That Prospect
What outcome do your targeted Decision Makers want?
I mean what do they REALLY, REALLY want...and I’m

not talking about what service do they need that you offer...I
mean what outcome are they looking for?
106
The biggest mistake most businesses make when approach-

ing a prospect is they talk about the service they offer...NOT
the TRANSFORMATION they provide.
Figure out the ONE BIGGEST outcome you offer and focus
exclusively on that.
Don’t try and tell them everything that you do and hope they
are interested in one of them...that will never work and is a
HUGE MISTAKE.
Once you’ve figured out the ONE Major outcome or benefit

you know for sure they want, move to step 3.
Step: 3 - Get Super Concise In Communicating The

Benefit You Provide
This is a critical step which almost everybody screws up and

is the reason Cold Email doesn’t work for most people.
It’s extremely important how you word your email to

your potential client.
There are 2 Steps that MUST BE MASTERED here when it

comes to having a hugely successful campaign.
1. The Email Has To Get Opened.

2. The Email Has To Be Read.
107
It doesn’t matter how great your message is if nobody opens

it and it doesn’t matter if the email is opened if the message
is not responded to.
Here are some best practices for both.
Cold Email Subject Line BEST PRACTICES…
1. Curiosity is your BEST FRIEND. Make them have to

open the email to find out what’s inside...don’t tell
them in the subject line.
2. Be curious but honest...don’t mislead, don’t click
bate...not only does it not work...it’s a violation of
Can-Spam.
3. Make sure for “Sent From” is set up properly. “Dave
from IBM” is better than Dave!
4. Personalise wherever possible, use their name, indus-
try, location, company name, etc. or any other rele-
vant info that you may have.
So here are a few examples of “Winning Subject Lines”...
1. Can I help?
2. Are you still interested in (biggest outcome)?
3. Person's Name
4. Person's Company Names
108
Remember...to be Can-Spam compliant, you cannot mislead

with the subject line and it has to be relevant to the main
email.
Follow these steps and you should be getting a 70% plus

open rate with your Cold Email Campaigns.
Next...we get the prospect to respond to us and that happens

in the email itself, so let’s look at a few best practices.
Get Super Concise In Communicating The

Benefit You Provide
This is a critical step which almost everybody screws up and

is the reason Cold Email doesn’t work for most people.
It’s extremely important how you word your first mes-

sage to your potential client.
Here’s the basic 2-step formula that NEVER FAILS if done

properly and gets your prospect LEVEL 10 EXCITED to
talk to you...Nail this and you’ll have more leads than you’ll
be able to handle.
Step 1:
Simply ask the prospect if they have capacity for more of the
outcome you provide.
109
For Example…
--------------------------------------------
Hey Bob,
Thanks, I hope you don’t mind me reaching out this way,

but I don’t suppose you have capacity for more Web De-
sign Clients, do you?
--------------------------------------------
This format engages the prospect's mind, reminds them of

the problem they 100% want a solution to and presupposes
that you have that solution!
What’s the answer to this question from Bob?
“YES...Of Course!”
Next we offer a solution…
Example…
--------------------------------------------
If I provided you with details of businesses interested in a

new website in return for a fee, is that something you’d be
interested in?
110
--------------------------------------------
What do you think the answer to this is?
So the whole message so far reads something like this…
--------------------------------------------
Hey Bob,
Thanks for connecting :) I don’t suppose you have capac-

ity for more Web Design Clients, do you?
If I provided you the details of some businesses interested

in a new website in return for a fee, is that something you’d
be interested in?
--------------------------------------------
Compare this with:
Hi Bob,
Thanks for connecting...We’re a lead generation company

that specialises in helping you grow your business.
We’ve worked with a number of companies in your industry

and produced amazing results...Blah Blah Blah.
See the difference?
111
One works Gangbusters and the other is a complete waste of

everybody’s time.
Now we’ve got their attention...time to ask for the commit-

ment in Step 4...Call To Action.
Step: 4 - Call To Action: Don’t Ask For Too Much
Most people screw this part up so bad it’s comical!
Golden Rule that must NEVER BE BROKEN...Make it Su-

per Easy for the prospect to respond and make it Super Clear
EXACTLY how to respond.
Here’s my favorite Call To Action.
--------------------------------------------
“If you’re interested, just ping me and I’ll give you some
more details”.
--------------------------------------------
That’s it!
Here’s what most people do...
“If you’re interested in learning more, I’d like to offer you a

FREE 60-Minute consultation valued at $10,000...Here’s
112
my booking calendar link...just fill out the 30 questions and

then schedule a call…”
It sounds funny like this...but this is what people do ALL

THE TIME...and then they say Cold Email doesn’t work??
Nobody is going to respond to that! It’s too much work and

it’s too early in the relationship and to be perfectly hon-
est...it’s arrogant.
Keep it light, keep it friendly and keep it conversational.
Lastly...I highly recommend you DON’T try to send the pro-

spect to a website or a link or an opt-in form or a booking
calendar...this doesn’t work!
Remember, the person you’re emailing doesn’t know you,

doesn’t trust you and certainly doesn’t want to have to do
any work to find out more.
Adding a link can cause even more distrust and is just not
advisable at all.
However...there is a way to get the prospect to the website

you want them to visit or to book an appointment on your
booking calendar and that is through your signature.
Step 5 - Email Signature: Set Up A Proper Email Signa-

ture
113
Your signature is very important...Why? Because it builds

trust, credibility, legal compliance and a way for you to get
prospects to the next level!
Firstly, it’s a legal requirement that you offer a way for pro-
spects to “opt out”.
Secondly, it’s also a legal requirement that legitimate con-

tact details are provided. The signature is a great place to do
this.
Not only does it add credibility, it meets Can-spam require-

ments.
Lastly, the signature gives you the opportunity to “Safely”

guide prospects to other profiles such as LinkedIn for exam-
ple where you can more aggressively promote a website /
webinar / book A Call etc.
LinkedIn is a trusted link and connection to a profile adds

legitimacy to the email.
Below is an example of a good signature.
114
Step: 6 - Follow Up - Follow Up - Follow Up
Now this is the part where you can easily snatch defeat from
the jaws of victory.
You MUST, MUST, MUST follow up A LOT. Almost

every sale I’ve made from Cold Email, at some point seemed
as though the process went dead.
Keep in mind people are busy, they forget, things get on top
of them...It doesn’t mean they’re not interested!
115
Think about it...have you ever had an email you were inter-
ested in and intended to reply to but it just sat in your inbox
because you were busy?
Then a few days go by and you just delete it because you’re

tired of looking at it!
This happens all the time...understand that no response does

not mean they are not interested.
Here’s what I send every time a lead goes cold…
--------------------------------------------
Hey Bob, just checking to see you got my last message...I

didn’t hear from you!”
--------------------------------------------
I would suggest you use this message A LOT...It’s a real

money maker!
Step: 7 - Automate The Entire Process
If there is one key to success...it’s consistency!
Do this everyday and you will get amazing results.
116
Think about it...if you reach out to only 30 targeted prospects

each day...that’s 1000 per month and 12,000 target prospects
per year.
If you can’t turn that into all the business you could ever
want...I don’t know what to tell you!
The key to this is AUTOMATION.
Once we’ve built the initial list...We can automate EVERY-

THING ELSE
Simply set up how many emails you would like to send each
day and the times you would like to send...the rest is taken
care of for you.
You can even schedule follow up emails that stop once a

reply has been received. It's literally hands free prospecting.
This is all possible through email marketing software. I per-

sonally use
Lem-list.com
At the end of the day it’s a numbers game. Consistently

reach the right prospects with a HOT MESSAGE and you
will make sales.
Most people will commit to a daily routine and that usually

lasts for less than a week and then it stops.
117
I like to think of it like lottery tickets...By automating the

process...you get 30+ new lottery tickets everyday :)
You’ve got to be in it to win it after all!
In Conclusion…
This is a super simple but highly effective strategy.
Don’t let people tell you it’s too direct or this doesn’t
work...they don’t know what they are talking about.
We’ve worked with over 5000 businesses and it’s worked

for all of them.
So here’s a review of the cold email process.
Step 1 - Build A List
Step 2 - Get Clear About What You Offer
Step 3 - Subject Line + Body Copy
Step 4 - Call To Action
Step 5 - Email Signature
Step 6 - Follow up
Step 7 - Automate
118

GETTING CUSTOMERS TO YOUR BUSINESS
It’s not a case of build it and they will come...
S o now we have the strategies needed to attract and en-

gage with prospects, we have a great website that con-
verts visitors into leads and a follow-up strategy with email
and retargeting that follows up prospects via automation,
long enough to turn prospects into customers.
Now it's time to start sending visitors to our business.
In this chapter I want to share 15 ways you can do that.
Before I start, I want to say this is not an exhaustive list by

any stretch, nor is it designed to be a comprehensive guide
on how to use each one of these sources of potential traffic.
What‘s truly valuable is the information contained in this

book that’s not available in the public domain.
What is easily found in the public domain is the “How-To”

with each one of the traffic sources below.
A simple Google search or YouTube search will provide

plenty of valuable information on how to get started with
each of the methods below. Not all methods will be valid for
119
all businesses, in fact the goal is to find one or two methods

that work for your business and master the use of them.
Depending on the type of business you’re in and the type of

customers you serve, you’ll find one or two of the traffic
sources will be excellent for your type of business and other
traffic sources will be less effective.
So here are 15 way to find customers:
1. Email Marketing
2. Direct Mail
3. Facebook Ads
4. Google Adwords
5. Networking
6. Telemarketing
7. Content Marketing (SEO)
8. News Paper Ads
9. Banner Advertising
10. Video Marketing
11. Joint Ventures
12. Referrals
13. LinkedIn
14. Retargeting
15. Forum Posting
1. Email Marketing
120
One of the easiest ways to get started with finding more cus-
tomers is through email marketing.
Statistics also show that email marketing is the highest re-

turn on investment activity with a 40-1 ROI.
It's easy to get started, it's very cost-effective and it's an ef-
fective way to start generating new business.
The one task that all business owners do everyday is check

their email.
If you send a target email to a targeted prospect, it’s very

likely that they will see and read the message.
See the previous chapter for more details on email market-

ing.
2. Direct Mail
Direct Mail is a highly effective way to reach new clients

and can also be extremely cost-effective.
The big advantage to direct mail is that very few people are
actually using it these days which makes it a blue ocean op-
portunity.
If you sell a high ticket product such as IT services or mar-

keting services, direct mail has to be a fantastic way to reach
your target audience.
121
The key to success with Direct Mail is making sure that you
sent a personalised mail piece to the correct person.
Generic letters go straight in the bin.
3. Facebook Ads
Facebook can work for B2B and B2C although it generally

works better for B2C products.
Facebook has advanced targeting options that allow target-

ing of interests, behaviours, demographics, buying behavior,
education, and technology use, as well as a number of other
criteria.
For example, you’re able to target people who have just had
a baby, which is great if you're selling baby products.
You are also able to target personal status such as recently

engaged which is great if you're selling wedding photog-
raphy or wedding services.
You're also able to target people who follow Thought Lead-

ers within your industry.
If you’re able to identify who those thought leaders are, it’s

possible to access a large number of people who are likely
to be interested in what it is that you do also.
122
The drawback to Facebook Ads is the cost...it can be expen-

sive.
4. Google AdWords
Google AdWords is a great way to reach new customers for

businesses who offer services such as emergency plumbing,
emergency breakdown, emergency electrical etc.
When somebody is facing an emergency, Google is the first

place that most people go.
If you're having a plumbing emergency, it is very unlikely

you're going to go to Facebook and check your news feed.
That person will go to Google and search “Emergency

Plumber”.
If you offer services where the need for that service is im-
mediate, Google Adwords can be a great option.
Conversely, if your service does not have an immediate

need, there's a possibility that the prospect is in research
mode and just looking for information.
In this case Google Adwords may prove to be expensive as

the sale will most likely not be immediate.
5. Networking
123
Networking is a great way to meet potential clients.
There are a number of professional networking groups such

as BNI that are specifically for business owners to network
with each other.
The drawback to these organisations is that the groups are

very general in nature and are comprised of general business
owners not industry specific business owners.
They also tend to meet weekly with the same people so after
several meetings it can be difficult to find new prospects.
An alternative to this is Meetup.com.
Meetup holds networking sessions on virtually any topic you

can imagine, so if you were looking for IT business owners,
it’s very likely that there is a Meetup specifically for that.
Simply go to the Meetup.com website and search for

Meetups in your town or city.
6. Telemarketing
Telemarketing and cold calling is an excellent way to find

new B2B business.
Simply picking up the phone and calling potential prospects

and asking them if they’re interested in the service that you
provide is still an effective way to generate new business.
124
Generate a list of prospective clients and start calling them.
If you're uncomfortable with calling yourself then there are

agencies and telemarketing companies that can do this on
your behalf.
7. Content Marketing
Content marketing is one of the most profitable long-term

strategies that you can engage in.
By creating an abundance of helpful, high-quality content on

the problems that your product or service solves, you’ll be
receiving new clients on autopilot for years to come.
Many of the strategies contained in this guide have to be

constantly maintained in order to be effective.
For example with paid advertising such as Facebook or Ad-

Words, as soon as you stop the advertising, no more clients
are coming from those channels.
The same is true of direct mail, as soon as you stop sending

out letters, clients stop coming in.
By creating great quality content such as blog posts, pod-

casts and guest appearances on other people's websites,
you're able to create a long-term, sustainable strategy that
continues to produce clients long after you cease to create
content.
125
Content marketing is also the best way to have prospective

clients find you for free via Google search (Search Engine
Optimisation).
Simply focus on creating helpful useful content and distrib-

ute it wherever possible.
8. News Paper Ads (Classifieds)
Classified ads in newspapers are still a great way to generate

new business.
Electricians, Painters and Decorators and any of the trades

still work extremely well via classified ads.
Classified ads obviously work best for local businesses of-

fering services in the local area.
If you offer a service to a local market, I highly suggest giv-

ing classified ads a go.
9. Banner Advertising
Banner Ads appear on websites, not in search results.
By choosing websites that are frequented by your ideal au-

dience and placing banner ads on those sites, this is a great
way to put your message in front of qualified prospects.
126
Banners are a more advanced strategy and can be fairly dif-

ficult to get to work, but if you’re able to get it to work, the
traffic can be cheap, qualified and plentiful.
An easy place to start would be with a network who sells

banner ads such as “Buy Sell Ads”.
A more advanced starting point would be the “GDN” or

Google Display Network.
10. Video Marketing
YouTube is now the number 2 search engine in the world

after Google, and video is one of the most popular ways to
consume content.
This gives us a great opportunity to use video to generate

new clients.
Creating “How To” videos and interesting video content on

the topics of the industry that you're in, is a great way to
create authority to reach potential prospects that would oth-
erwise not have been reached.
The easiest way to do this is to simply use smartphones to

capture video of you talking on a particular topic.
What's most important is that the content you provide is top

quality. It doesn't have to be high value production and it
doesn't have to be visually amazing.
127
Another strategy is to create PowerPoint presentations and

record them via screen caption software.
11. Joint Ventures
Joint Ventures can be extremely profitable ways to find new

clients.
Look for complementary, but non-competitive industries

that have access to your ideal client base, and you potentially
have access to their ideal client base.
A good example would be Business Coaches and Account-

ants.
A Business Coach has the ability to recommend accounting

services to their clients, and an Accounting Service has the
ability to recommend accounting clients to a Business
Coach.
Joint ventures are an amazing, low cost way to generate new

clients for any business.
Seeking out joint venture relationships should be high on the

list of any business owner.
128
12. Referrals
The next step on from joint ventures is asking for, or paying

for referrals.
Referrals can come from existing clients or from potential

referral partners.
The easiest place to start is to simply ask for referrals from

existing clients.
If they’re happy with the service that you provide, then they
generally will be happy to offer referrals to new clients that
are within their business network.
Another good strategy is to incentivise referrals.
Offer existing clients a discount or a finder's fee for any new

business that comes as a result of a referral they have made.
Another possibility which is similar to Joint Venture is to

find referral partners, and instead of offering to refer clients
back, offer a finder's fee for any referral that turns into busi-
ness.
13. LinkedIn
LinkedIn is a peer-to-peer network that has been designed

specifically with the intention of business owners being able
to contact each other.
129
LinkedIn is going to be particularly good for recruitment

companies looking for candidates as they are able to find
candidates in specific roles already and reach out to them.
It’s also great for businesses looking to reach specific deci-

sion makers in a specific industry.
For example if you want to reach Chiropractors, it's a fairly

easy way to do this.
14. Retargeting
Retargeting is something that every business should be do-

ing regardless of what methods they're using to generate new
clients.
Retargeting is where a visitor to a web page is pixelled, and

you are then able to show ads to that person wherever they
go on the internet.
Statistics show that prospects need to see your brand any-

where from 15 to 20 times to become comfortable with it.
A single visit to a website does not achieve this.
By using retargeting you’re able to show your brand to the

Prospect many times after they leave your website.
Retargeting can improve the effectiveness of your marketing

by 10x or more.
130
The easiest way to get started with retargeting is with a com-

pany that specialises in it such as Perfect Audience.
Forum Posting
Forum posting is a great way to generate traffic to a website

and to create new leads and customers for your business.
Generally people go to a forum when they have a problem,

this is your opportunity to solve a problem for them.
By doing this you show yourself as an expert in a particular

area and you show that you have solutions to problems that
people are potentially willing to pay for.
To use this strategy simply look for forums where people are
asking questions to problems that you solve.
If you do this on a regular basis, it won't be long before pro-

spects are reaching out to you personally asking if you offer
products and services.
The key here is to not try and sell your services in the forum.
Simply be helpful and solve problems.
You can also create a forum signature which can include a

link back to your website.
This works well in conjunction with a content strategy.
Those are my 15 places to start generating traffic for your

business.
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CHAPTER 13
PUTTING IT ALL TOGETHER
Now you have all the ingredients, let’s bake the cake.
N ow you have all of the elements of a successful mar-

keting campaign that will work for years to come in
your business and can be implemented into your business
over a 90-day period.
Let me summarise the 90-day plan below:
Days 1-7 - Run a “Quick Win Campaign” to create an instant

cash windfall.
Day 8-14 - Study and adopt the “Business Success” Mindset.
Days 15-21 - Perform the 80/20 clear out.
Days 22-28 - Identify your most lucrative target market.
Days 29-35 - Desire amplification.
Days 36-42 - Uncover “Prioritization Of Expenditure”
Days 43-49 - Uncover you “High Intent Buyers”.
Days 50-56 - Create a high converting “Landing Page”.
Days 57-62 - Create your “Irresistible Message”.
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Days 63-70 - Implement your “Automated Follow Up”
Days 71-77 - Create a “Cold Email” campaign.
Days 78-84 - Discover your best “Traffic Sources”.
Days 84-90 Launch
You now have the 90-day marketing plan. Of course you can
implement this faster than 90 days if you so wish, or you can
take your time. What's important is that you do it, not how
quickly you do it.
If you implement the plan shared in this book, you’ll be

ahead of 99% of the businesses out there. It doesn't matter if
you implement perfectly or not, what matters is that you take
action and implement, nothing happens until you take action
and imperfect action will produce better results than no ac-
tion at all.
As with everything, mastery takes time and a completely

comprehensive and exhaustive study of every aspect of mar-
keting would be well beyond the scope of any book.
My goal here is to have given you enough tools to begin to

implement, as well as a starting place to further your study
into the successful marketing of your business.
133
Be sure to take advantage of the many resources included

with this book as I'm sure you'll find them very helpful when
it comes to growing a business.
I thank you for your time and I congratulate you on getting

this far. If you are reading these words, you have made it to
the end and you have my utmost respect.
Now it's time to go grow your business!
134

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“THE 90 DAY MARKETING PLAN”

Create A Plan To Get More Customers, Make More

By continuing to read this publication you signify your acceptance of

© Copyright 2020 Cody Butler All Rights Reserved

Bonus Chapter (Days 1-7): How To Produce A Quick Cash

Chapter 1 (Days 8-14): What Is Marketing?..................................... 11

Chapter 2 (Days 15-21): Using The Pareto Principle (80/20 Rule)

Chapter 3 (Days 22-28): Identifying Your Most Lucrative Market . 28

Chapter 4 (Days 29-35): Creating Desire Amplification For

Chapter 5 (Days 36-42): Prioritization Of Expenditure .................... 49

Chapter 6 (Days 43-49): Finding Your Highest Intent Buyers ......... 56

Chapter 7 (Days 50-56): Turning Your Website From A Dud Into

Chapter 8 (Days 57-62): Creating An Irresistible Messaging .......... 83

Chapter 9 (Days 63-70): The Money Is In The Follow Up .............. 88

Chapter 10 (Days 71-77): Retargeting Profits .................................. 96

Chapter 11 (Days 78-84): Using Cold Email To Grow

Chapter 12 (Days 84-90): Getting Customers To Your Business... 119

Chapter 13: Putting It All Together ................................................ 132

W hat I'm about to share with you over the upcoming

I’ve personally worked with over 5000 businesses and

As my way of saying thank you I've included a free bonus

Before we get started, I’d like to share some common mis-

The biggest mistake business owners make and something

is “that doesn't apply to my business” or “my business is

If your customers are Human Beings, then your business is

The principles contained within this book are based around

The principles apply equally to all cultures, all genders and

It doesn't matter whether your customers are Business to

If it's not immediately apparent how a principle applies to

Whenever you catch yourself saying the words “I know that”

The purpose of the subconscious mind is to keep you safe

By suggesting to you that you already know something, this

If you want a different result in your business you're going

My big question to you when you find yourself saying “I

BONUS CHAPTER (DAYS 1-7)

W henever I start working with a new client for the first

The way I do this is with a “reactivation and liquidation

If you can experience firsthand, just how incredibly power-

Several years ago I was working predominantly with Dental

One day out of curiosity, I decided to email this entire list of

This is the email I sent them:

Subject Line: Quick Question

Quick question, are you still interested in growing your

That’s it...The entire email.

That email was sent to approximately 100 “Dead” prospects,

6 of those “Dead Leads” became clients, each paying $3,000

Take into account, each one of those Clients will typically

That's over $200,000 produced from a hidden asset within

After seeing such amazing results in my own business from

I called them up and asked them, “Do you have a database

Of course the answer was yes. We then sent a super simple

Those emails looked like this:

Dr (Name) here, we haven’t seen you at the office for a

Just reply to this email.

Again the results were quite amazing, in many cases, tens of

Since then, I’ve personally helped hundreds of businesses

Let me share with you a few more examples.

Here's an example of a Reactivation Campaign I did for a

They had a database of approximately 3000 non-current

Here’s the email we sent to those 3000.

Just a quick email to see if you’re still interested in losing

That one simple email produced $54,000 of revenue for that

database or even better, an email list, that's awesome, if