Building a Sustainable Racing System Business… Starting Your Own Successful Online Business, From Today… © 2010 Matt Bisogno & Summum Bonum Ltd, All Rights.

Building a Sustainable Racing System Business…

Starting Your Own Successful Online Business, From Today…

© 2010 Matt Bisogno & Summum Bonum Ltd, All Rights Reserved

The Boring Administration Bit…

• Mobile Phones Off (or silent) Please…

• Toilets

• Fire Assembly Point

• Nearest betting office

Today’s AgendaThis Morning:

- Part One: My Story / Day Overview- Part Two: Product Creation and Packaging

Coffee Break

- Part Three: Getting and Keeping Visitors: List Building and Retention

Lunch (1pm approximately)

This Afternoon:- Part Four: Joint Ventures

Coffee Break

- Part Five: Launches- Part Six: “Getting It Done”- Part Seven: The Success Mindset- Conclusion: Question Time

Part One: My Story/ Overview

• My Story

– Work History• ‘Apprenticeship’ served at William Hill• Brief spell at SIS• Eight years at NW / RBS • Then… “fame and fortune”… (though not quite straight away!)

Business Past / Present / Future

– Late 2006: TTS– 2007: TFS / Nag3– 2008: Laying System / Geegeez– 2009: Geegeez / Software / Training / HRE– 2010: Training / Horse-Racing.ie / ??– 2011: Who Knows?

A Long Time Ago…

Actually, less than four years ago, in June 2006, I left my ‘safe’ job working in a bank (!)

Then…

September 2006

The First TrainerTrackStats

Sept 2006 - Feb 2007First Project Sales…

February 23rd, 2007

Nag-Nag-Nag stumbles into the world…

April 2007

After TTS… TFS!

April 2007 – August 2007

Disappointing after a bright start

‘Just’ £8,400 from the first Trainer Flat Stats manual…

September 2007

TTS 2007/8… Website slightly prettier (obviously, I didn’t design it!)

Sept 2007 – April 2008

Sales up again… and I’m back In business!

£16,424 in sales :o)

March – August 2008Trainer Flat Stats 2008

Again, a little disappointed by £13,738.60…

Aug 2008 – March 2009Trainer Track Stats 2008/9 (‘£1 To A Fortune’)

September 2008

Say Hello To Geegeez…

November 2008

Geegeez Laying System?

Nov 2008 – Present‘Wall of Cash’ Method...

March 2009

Flat Racing Profiles

Just Six Days…

‘The Bomb’ Method

October 2009

Horse Racing Experts

23 Hours… (!)370 sales using ‘The Bomb’ = £17,390 in a day(I only had 300 copies to sell)

January 2010Into the Irish market…

And… Clickbank…

Other People’s ‘Stuff’…

Website Advertising…

FP System…

A review of the FP System, and a couple of plugs …

Over NINE GRAND!

*My Secret?

Better Products+ Better / More Contacts

+ Smarter Marketing ______________

= A Better Business

Overview: Three Parts Of Any Business

• A Product or Service (i.e. something to sell)

• Customers (i.e. someone to buy)

• A Market (i.e. somewhere to unite buyers and sellers)

The Three Parts To Any Business: 1. A Product / Service

Betting product examples include:- A horse racing system eBook

• TrainerTrackStats• Festival Trends

- A tipping service• Laying System

- A membership site• Flat Racing Profiles

The Three Parts To Any Business: Hot Selling Product Examples

How To Lose 20 Pounds In a Month… Without Dieting!

How To Make A Thousand Pounds a Day… Working For Only Ten Minutes!

How To Be Irresistible To The Opposite Sex… Even If You Look AND Smell Like A Warthog!

The Three Parts To Any Business: 2. Customers / Prospects

Most prospects will NEVER become customers

The percentage of prospects who will buy varies from less than 1% up to 8 or 10%

A good average is around the 2-3.5% mark (depending on the product / offer)

Geegeez regularly ‘converts’ at more than 6.5% (this is not an accident…)

The Three Parts To Any Business: Customers / Prospects

Quality or Quantity?

0

100

200

300

400

500

500 1000 1500 2000 2500 3000

List Size

Nu

mb

er o

f S

ales 1%

2%

5%

10%

15%

Same list size… very different results…

The Three Parts To Any Business: 3. A Marketplace

Somewhere that buyers and sellers interact

“If you’ve got an itch, where you go to have it scratched”

The Three Parts To Any Business: A Marketplace

Example Marketplaces: - A market! (e.g. Billingsgate Fish Market) - ASDA, Tesco, Waitrose, etc. - Telephone (taxi, pizza) - eBay - Sales letter website (e.g. HorseRacingExperts) - Betfair - Clickbank…

*So that’s the theory, how does it work in practice?!

We need to:– Find some customers / prospects– Create a product / system / service– Sell the product / system / service– Keep those customers / prospects, and• Give reasons for them to come back

– Sell more products / systems / services– Get more customers / prospects

Part Two: Product Creation & Packaging

How to find an angle, research a product, and package it up for maximum market appeal.

[In other words, how to make something good, and sell it many times… ]

Finding An Angle: Where To Start…

- An existing product or service - Smartersig or other similar publications - A ‘hunch’ - Read racing books (Tip: try to find overseas books, as

their ideas are different and often equally relevant) - Form analysis - Watching racing, and listening to smart racing

presenters (i.e. Racing UK, not BBC or C4!) - Your own existing figures (speed, pace, etc)

Racing Systems Research: Free or ‘Nearly Free’ Options

www.RacingPost.com www.AdrianMassey.comwww.HorseRaceBase.com (donation)www.pjmracing.co.uk (very cheap tools)www.football-data.co.uk

Racing Systems Research: Premium Options

www.raceform.co.uk Raceform Interactivewww.rsbweb.com Racing Systems Builderwww.thesportsbook.co.uk Independent Form

Book (cheaper option)www.timeform-i.com Timeform Interactive

Packaging Your Product:Overview

- eBook / Membership site / Email service / Software - Condense your research into ‘the juice’ - Provide examples for systems - Presentation is important– eLance.com– RentACoder.com

- eBook design c.$50 - Website design c.$100 (for a basic one page site) - Email service – probably not applicable (but keep

emails standard) - Software expensive, but has high perceived value

Packaging Your Product:Create Final Product Content

From your overall research, you will have a subset that constitutes the final copy

Don’t be tempted to include ‘dodgy’ or peripheral data to bolster the product

Be sure that none of the content is ‘back-fitted’

Draft your final product documentation (if appropriate)– SPELL CHECK IT!!!

*Pricing Your Product:

• Pricing is a balance between what you can get and what people will pay. It depends on:– How many units you can sell (saturation, liquidity)– How much profit is expected– What the actual ‘deliverable’ is (email vs. software)

• Examples:– eBook £7 to £97– Monthly email subscription £27 to £97– Software £37 to £497???– Membership site £17 to £47

Let’s Have A….

…BREAK !

Exercise – Product Creation• 20 Minutes, then we’ll discuss the ideas• Two groups• One ‘angle-finding’ book each (plus any ideas

you might already have)• I want you to come up with:– TWO possible angles for a product

• For each angle, write down:– Specifically which element of the angle you’d

focus on (e.g. What about 2yo’s?)– How you might package it (i.e. eBook? etc)– What you might charge for it

Part Three: Getting & Keeping Visitors

Lots and lots of ways to get visitors (traffic) to your site

– Free ways (article writing, SEO, forum posting)• Takes time and effort

– Paid for ways (advertising)• Costs money

– Best way (ask other sites to send you traffic)• Takes little time and costs no money up front

Getting Website Visitors:Advertising (paid)

• Google Adwords– Need to know what you’re doing, or it can get very

expensive… it’s how I started in 2006• Press Release– www.PRWeb.com– www.pressbox.com (free)

• Offline advertising– Racing Post– Racing Ahead (http://www.racingahead.net/)

Getting Website Visitors:Search Engine Optimization (free)

• What is SEO?“SEO is the process of improving the volume or

quality of traffic to a web site from search engines via "natural" ("organic" or "algorithmic") search results” Wikipedia.org

• Like human recommendation, only robotic…• Two aspects– Off Page Optimization– On Page Optimization

Getting Website Visitors:Off Page Optimization

• Also known as link building– Best Case: high quality one way relevant links into

your web site– Still good: one way links from link directory sites

and the like– OK: reciprocal links from other sites

• Google (and other search engines) rank you based on the number and quality of links back to your pages

Getting Website Visitors:Off Page Optimization

• Link (or ‘Anchor’) Text is very important – it’s what tells Google which ‘phrase’ to rank your website for

• Consider having a ‘Links’ page on your web site

Getting Website Visitors:On Page Optimization

• Optimizing your own pages for the search engines is an absolute necessity. Luckily...– Wordpress plugins• All in One SEO Pack

– Meta tags• Title Tag• Meta Description• Meta Keywords

– Use relevant keywords in your content• If your content is about XYZ laying system, use the

phrase ‘laying system’ and the product name XYZ a few times in it!

Getting Website Visitors:Forum Posting / Blog Commenting

• Be respectful– These sites are other people’s businesses

• Add value– Contribute to the discussion

• Link in a relevant way– Ensure you only link from relevant forums or blogs

Getting Website Visitors: X Buy Email Lists / Ad Links X

• Not recommended!• Email lists are usually ‘spammy’ and

unresponsive. Worse, your ISP may shut you down…

• Ad Links are expensive, and Google normally knows what they are and accounts for them accordingly

• Besides, why pay when the best things in life are… ;-)

Getting Website Visitors: The Best Way – Joint Ventures!

• Create something of value (a product or a high quality freebie)

• Contact your peer group, and offer them the thing of value (usually in return for something)

• Arrange for them to offer your thing of value to their customers in exchange for something of value to you – their prospects’ email address.

• (MUCH) more on this after lunch!

Keeping Website Visitors:Welcome To The Autoresponder…

• Once you’ve got ‘em, you want to keep ‘em!• Introducing the autoresponder: God’s gift to

online businesses…• An Autowhat?! What is an autoresponder?– A means of collecting contact details of interested

parties, and further communicating with them automatically as and when you have relevant information to share

Keeping Website Visitors:The Autoresponder…

• Uses:– Collect email addresses from interested parties– Pre-load and send a series of messages (e.g. Product

features / benefits, affiliate system reviews)– Send a ‘broadcast’ (i.e. notify your list of a new blog

post, or a great product you’ve just heard about)– Sub-divide your list into segments (e.g. Buyers and

non-buyers)– Track what works and what doesn’t

Keeping Website Visitors:The Autoresponder…

3 Major Players (plus numerous smaller firms)

I use this one!

And I’m told this is good, too…

And this one!

Keeping Website Visitors:The Autoresponder…

• Costs per year

*cheapest provider (remember to ‘future proof’)

• aWeber most expensive, but there’s not too much in it.

Provider 0-500 501-2.5k 2.5k-5k 5k-10k 10k-25k

GetResponse $216 $336 $540 $780 $1,740

aWeber $194 $348 $588 $828 $1,788

iContact $151* $313 $507* $799 $1,609

ConstantContact $153 $306* $510 $765* $1,530*

Keeping Website Visitors:The Autoresponder…

The ‘Squeeze’ Box - It’s worth gettingsomeone to do this for you unless you’retech-savvy…

Keeping Website Visitors:The Autoresponder…

• After a user enters their details:– They still need to ‘confirm’ (called ‘double opt-in’)– Then everything is automatic• They will receive any emails you’ve pre-loaded• You can send them broadcasts when you have news to

share• You can track and monitor the number of people who

opened and read your emails (VERY useful information)

*“List Love” – The Master Key

• The absolutely fundamental core of ANY business, online or offline, is how it treats its customers and prospects

• Treat your list with respect and you will succeed• Build your list with care, and ‘make love’ to it

frequently!– Stay in contact frequently– Give value often– Ask for money occasionally

Food For Thought?

Good! It’s time for…

LUNCH

Part Four: Making Sales & JV Partners

• Remember this key statement:

“YOUR MARKETING ENGINE – NOT YOUR PRODUCT – IS THE MOST IMPORTANT THING IN YOUR BUSINESS.”

Making Sales:What Is Your Marketing Engine?

• Your marketing engine is:– Your autoresponder– Your pre-launch campaign (‘funnel’)– Your Joint Venture partnerships– Your sales copy / video– Your customer service– Your blog (after product #1)

Making Sales:Cheesy Maxim Time…

• “Fail to prepare… Prepare to fail”Benjamin Franklin

• You must plan your marketing approach thoroughly, and allow sufficient time to implement and execute.

Making Sales:Our Marketing Plan

• Consists of three streams:– Joint Ventures– ‘Opt In’s’– Infrastructure Setup

• Let’s walk through each…

JV Partners

• Make a sale once, and make 30 sales• Don’t be greedy, build your business• Build your JV prospect list…• Build your prospect list• Remember the linear correlation between list

size and profit potential

Making Sales:Identifying JV Partners

• Go to Clickbank’s marketplace– Select ‘Sports & Recreation’, then– Select ‘Horse Racing’ (96 results)

• Go to Google– Type ‘Horse Racing System’ (91,600 results!)

• Look in your ‘spam’ folder!– If someone’s is trying to sell you a product, they

have a list… Spam can be good [and tasty] :-)

Making Sales:Advertising vs. Joint Venture

Sales Price Revenue Cost / Sale Profit/Sale Expenses Profit # Sales 7410 £57 £570 £35 £22 £350 £220 Price £57.0025 £57 £1,425 £35 £22 £875 £550 Cost/Sale £35.0050 £57 £2,850 £35 £22 £1,750 £1,100

100 £57 £5,700 £35 £22 £3,500 £2,200150 £57 £8,550 £35 £22 £5,250 £3,300 # Sales / Day 3200 £57 £11,400 £35 £22 £7,000 £4,400 Cost / Day £105.00250 £57 £14,250 £35 £22 £8,750 £5,500 Profit/Day £66.00

Custom 74 £57 £4,218 £35 £22 £2,590 £1,628

ADVERTISING SPEND UP FRONT - HOPE TO GET RESULTS! Look at the cost per day. What if no sales?

Making Sales: Advertising vs. Joint Venture

Sales Price Revenue Cost / Sale Profit/Sale Expenses Profit # Sales 7410 £57 £570 £28.5 £28.5 £285 £285 Price £57.0025 £57 £1,425 £28.5 £28.5 £713 £713 Cost/Sale £28.5050 £57 £2,850 £28.5 £28.5 £1,425 £1,425

100 £57 £5,700 £28.5 £28.5 £2,850 £2,850150 £57 £8,550 £28.5 £28.5 £4,275 £4,275 # Sales / Day 40200 £57 £11,400 £28.5 £28.5 £5,700 £5,700 Cost / Day £1,140.00250 £57 £14,250 £28.5 £28.5 £7,125 £7,125 Profit/Day £1,140.00

Custom 74 £57 £4,218 £28.5 £28.5 £2,109 £2,109

ZERO COST UP FRONT - ONLY PAY ON RESULTS!No Risk – more sales we make, more money we make

(And more we pay out, performance related)

Making Sales:Approaching JV Partners

• Don’t be greedy…– There’s no need!– Bigger fish to fry…

• Offer as much money to JV partners as you have to, AND make it as easy as possible for them to promote! (People, even yours truly, are lazy…)

• Why should we not be greedy…?

Making Sales:JV Prospects: Why We’re Not Greedy

• JV prospects don’t know you or your product – you need to persuade them

• 30% of £50 is much better than 0% of £50• You will grow your list (so that next time, the sales

are yours: 100% of £50 is better than 30%)• JV partner more likely to promote next time you

sell• You can promote other people’s products to your

newly-grown list (perhaps your JV partners)

Making Sales:Bottom Line

• Play the long game, and…• Build a sustainable business, not just a ‘one hit’ website• The core of any business is its list, ergo…• The core of your business is your list• If you’re greedy, you will get:– Less JV partners– Less revenue (due to less sales)– A smaller list, meaning less sales opportunities in future– Less partner opportunities going forwards

• Claro? ;-)

Making Sales:Contacting JV Partners

• Make contact at least a month before you plan to launch

• Contact individually for a better response• If contacting ‘en masse’, use BCC (!)• Succinctly tell them:– Who you are– What you’ve got and what it does (past results etc)– Why they should be interested (WIIFM)

• Example emails in your Action Plan

Making Sales:Contacting JV Partners

• When you get a response, you should be ready to share the following:– A review copy, or past results, of your product/service– Details of the launch approach (e.g. ‘bomb’, ‘wall’, etc)– What they need to do (hint: as little as is absolutely

necessary!)– How much money they’ll get (+ any other benefits)

• You will have already included some of this in the original email, but still lay it all out here.

Making Sales:Contacting JV Partners

• When you have JV partners on board:– Encourage them to mail simultaneously (important)– Create sample messages for them to use (remember, the easier

you make it, the more people will promote. Who doesn’t like free money?)

• For unresponsive JV prospects:– Follow up a couple of times if you get no reply

• Use common sense and courtesy here!• Rule of thumb: extra 50% response on second mailing…

• Update your JV prospects list as you go

*Making Sales:Affiliate Software

• To offer a JV, you need a means of tracking which partner sent which prospect…– Copy of sales page with unique checkout (very

basic, but does the job, not really recommended)– Clickbank (simplest, most expensive, but pay per

sale so no up front costs)– idevdirect.com (more complicated, more

expensive ($199+), very good!)– Amember.com (basic affiliate functions, value

price ($179 including installation), best for member sites by far)

Part Five: LaunchesThe Launch ‘Funnel’

Launches:The Launch Funnel (Generic)

• Four stages of prospect engagement and persuasion to a launch sequence. Kern says:– Interest and desire (e.g. Chase Outsiders report)• Give them something to pique them and make them

want more…– Bonding and trust (e.g. De-bunking Myths video)• Create an affinity with your prospect by showing how

you were once where they were (like us today!)– Proof (e.g. Screenshots / Testimonials)• Show some results or testimonials from people who

have had success with your product / service– Sample (e.g. ‘pre-training’ videos)• Give a snippet of the product, or a free trial, etc.

Launches: Generic Launch Tactics: Step by Step

• Step 1: Write a plan– What content will you use for the four stages?

• Report; Interview/ back story; Results; Partial product

– How will you contact prospects during launch?• Write JV approach emails; make sure JV partners know launch dates

– What content do you need for your JV partners?• Sample emails, [interview, special content for their list only]

– How will you deliver your content / manage JV activity?– When will you do each of the above?

• Timeline the sequence (example in Part 6: ‘Getting it Done’)

– Who will do each of the above?• Which parts are you doing? Who is helping you?

Launches: Generic Launch Tactics

• Step 2: Setup JV elements– Build prospective JV partner list and email them– Install (or have installed) affiliate software– Either set up, or invite JV’s to set themselves up, in

affiliate software (hint: remember, people are lazy!)– IMPORTANT: Set yourself up as an affiliate (or you will

cry *a lot* later, especially after your first product!)– Contact JV partners with what they need to do• Normally, email out on date x, time y at launch start, then

email out again on date a, time b for product launch itself• And normally, as little as necessary!

Launches: Generic Launch Tactics

• Step 3a: Create launch content (part one)– Write (or have written) free report / system– Write your bonding article• e.g. who you are, how you made the breakthrough from then

to now

– Create proof• e.g. results table, pulling out the relevant figures

– Create sample• e.g. 10% of final product, ‘inferior’ system, trial

Launches: Generic Launch Tactics

• Step 3b: Create launch content (part two)– Write (or have written) email / article content to

encourage people to visit your page and ‘opt in’– Write (or have written) email content for your JV

partners to use (provide 3 or 4 templates for them)– Create campaign(s) in your email provider– Create ‘landing page’• Hint: if you have the words and the ‘squeeze box’ code, get

someone to do this for you ($10 job)

– Create ‘members page’• The place where your ‘opt ins’ get sent for the free goodies

Launches: Generic Launch Tactics

• Step 3c: Create launch content (part three, only exists because I ran out of space on last slide!)

– Create your ‘product page’• Where customers will be redirected when they’ve *paid you!

* (hooray!)

Launches: Generic Launch Tactics

• Step 4: Time To Go– Before you / JV partners send anything, TEST LINKS!!!

• Make sure link goes to ‘landing page’ correctly• Make sure affiliate software is tracking correctly

– Email your list (if you have one), and/or get others to email their lists simultaneously if possible

– Sign up to your affiliates’ lists• You’ll see if / when they’ve mailed out• You’ll see what they’ve mailed out (one was quite rude about

me!)

– Stay in touch with JV partners• If something changes in your launch plan, tell people ASAP• If you didn’t see a partner promote, check that everything is ok

Launches: Generic Launch Tactics

• Step 5: During the Launch Sequence– Release the four elements on the dates you said you

would and, at each stage, email your opted in list to tell them what you’ve just published and why they should go there…

– Tick things off in your plan as you go along…

– Be prepared to respond / react to what you learn• e.g. DVD’s for people who can’t make it to London = SIX new

sales!

Launches: Generic Launch Tactics

• Step 6: Just Before Product Launch Date– Create ‘scarcity and urgency’ if relevant• If you can only sell x units before the market gets impacted,

tell people about this (but only if it’s true!)• If your ‘interested’ list has many people on it, and your JV

partners have committed to mail out again, tell people about this too (but only if it’s true!)

– Share the ‘What, How Much, When, What To Do’• Tell people exactly what you’ve got; what it will do for them;

how much it costs; when it’s available; and, what they need to do to get it. E.g. www.flatracingprofiles.com/package/package.htm • NEVER assume people know any of the above…

Launches: Generic Launch Tactics

• Step 7: ‘Pay Day’– Before you email out, TEST to make sure sales are being

tracked correctly and the process is as it should be.– At the exact time you said, email your ‘interested’ list

and announce the product is ready, and where to go to get it.

– Check to see if your JV partners have mailed out again (if you asked them to)

– Count sales, do maths, contemplate retirement (briefly)– Prepare for customer support avalanche… (hopefully)

Launches: Generic Launch Tactics

• Step 8: The Post-‘Pay Day’ Hangover (Avoidable)– Set up a dedicated support email address.– Create a ‘Frequently Asked Questions’ page.– Add to FAQ as common questions appear on email.– Prepare for refunds… and– ALWAYS honour refunds (and that’s an order!)– If you sold the number you said you had on offer, put a

SOLD OUT sign up… (Hint: very good for credibility and sales next time).

Launches: Generic Launch Tactics

• Step 9: Pay Day 2 (most people forget to do this!)– You’ve just built a brand new list of people who think

you’re cool because you gave them free stuff…– Some of them bought your product, some didn’t…– They know, like, and trust you (for now…)– So why not tell them about your favourite products?• Maybe a week after your own product launch has finished,

email your list with a review of your favourite product and a link to that product’s website (obviously with your link in it)• 2-4 days later, mail them again with a different headline and

slightly different email copy but the same link (extra c.50%)

Launches: Example Timeline

Launches: Launch Interpretation: Specific Tactics

• ‘£1 to a Fortune’

• ‘The Wall of Cash’

• ‘The Bomb’

Launches: ‘The £1 to a Fortune’ Method

• Relies on one simple principle at its core:– “everybody loves a bargain”

• Carefully uses reciprocity to elicit a geared result – i.e. I give you 1, you give me 4. Or 6. Or 27

• Can be risky…– Not much of a payout right away, so results can

impact effectiveness• Best for manual plus subscription products– when finding selections takes time / effort

Case Study:‘The £1 to a Fortune’ Method

• Trainer Track Stats 2008/9 (£42,044.75)– All JV components in place as per previous slides– Offer was £1 for manual and first month selections– Immediate ‘upsell’ to get heavily discounted annual sub– Sold 1,350 at £1– Sold a number of season tickets at £97– At the end of the first month…• Over 400 stayed on board for £37 / month (or had signed up

for the half season ticket)

Launches: ‘The Wall of Cash’ Method

• The classic monthly recurring revenue model:– “keep ‘em coming back for more…”

• Simply provides ‘the answer’ without the ‘how to’• Best for tipping services– When you use your judgment to find picks, or…– When you just don’t want people to know your method!

• Beware of attrition / use JV partners sparingly– Bad run = high drop out rates (unavoidable)– Don’t oversell: it seriously impacts prices, so…– Drip feed to JV partners rather than the ‘unified front’

Case Study:‘The Wall of Cash’ Method

• Geegeez Laying System (£50,408.80 and counting)• No JV partners for launch (only one ever, and only once!)• Offer was free trial then monthly recurring• ‘Upsells’ for discounted quarterly and annual subs• Sold £5,071.05 first month (mainly season tickets)• Averaged £3,723.13 per month in first year• … TOTALLY AUTOMATED now … (i.e. I do nothing)• NOTE: I made a mistake and oversold this, and it impacted

prices greatly• So I put the ‘Sold Out’ sign up in October, not been on the market since• Always check the impact on odds of your services!

Launches: ‘The Bomb’ Method

• One big hit, requiring blanket coverage and focus– Needs close JV management for full effectiveness

• Uses urgency and scarcity as its key levers – i.e. you must act quickly, and there are only x copies

• Don’t expect to be paid much after the first couple of days– This is a hyper-effective ‘cash up front’ technique

• Best for any type of ‘all in’ package– Could probably be used for memberships too

Case Study:‘The Bomb’ Method

• Flat Racing Profiles 2009 (£46,739.45)– Watch the video!

www.horseracingexperts.co.uk/biz/video/FRP.html – Offer was excellent value: one off payment of £97+VAT– Sold 422 at £111.55 (incl. VAT)– Put ‘Sold Out’ sign up after eight days.– Updates plus customer support were outsourced• Meaning I moved on to my next project

*Launches: The KeysFive Keys to making sales:1. PLAN your launch– ‘Fail to prepare; prepare to fail’

2. Work HARD to get JV PARTNERS on board– One JV Partner = Many Sales– Many JV Partners = Many, Many Sales

3. Give real VALUE in the launch sequence (and in the product!)– Interest and desire; bonding and trust; proof; sample

4. Make yourself AVAILABLE during launch sequence– Respond to emails; check in with JV’s to ensure all ok; react to feedback

(if one person asks, many are usually wondering the same thing)

5. Prepare for SUCCESS– Have your customer support setup ready for what comes next!

Part Six: “Getting It Done”

Start

Pay Day 1Launch Sequence

Design Product

Post to BlogSet up Blog

RepeatSend list to blog after launch

Builds a prospect list

Pay Day 2

“Getting It Done”

• Business owners get paid more than business workers… You are the business owner– though you will also be a business worker to start with

• Marketers get paid more than writers… You are a marketer– though you may like to write too (as I do)

• If you can’t do it and don’t want to learn how to do it, DON’T DO IT!– do what you can and enjoy, outsource the rest!

“Getting It Done”• Website design and build– Artistic design c. £20-£40– Build• Featured Wordpress blog upwards of £200• Simple sales page, anywhere from £10 (e.g. HRE Biz page)

• Sales copy – Varies massively, but good copy costs good money– Build a swipe file– If in doubt, ask yourself if you’d buy from that copy– Consider not writing copy! (FRP)

“Getting It Done”

• Unclogging Blogger’s Block (21st Century Writer’s Block)– Sportinglife.com news– Racingpost.com news– The Racing Calendar – recent or upcoming races– Systems and services – what’s in your inbox?– Other sports (ideally where one can bet!)– Instructional content, i.e. ‘how to’– RATGUM…

“Getting It Done”

• Unclogging Blogger’s Block: RATGUM– Rant: something relevant bugging you– Affiliate review: trial and/or review a product– Tutorial: show them how to do something– Guest Survey: ask for opinions (WP Polls)– User feedback: tell them the results!– Monthly Summary: what’s been happening digest

“Getting It Done”

• Content writing– You should at least do some of this yourself– Articles can be written for you for $10 upwards• Don’t expect writers to be racing experts!

– Aim to post at least once a week– ‘Your first is your worst’• Don’t worry about your first post(s)• Nobody is likely to be reading yet anyway (but you should still

write!)

– Enjoy it! Write about stuff you like.

“Getting It Done”

• If in doubt, look for examples of what you need doing, and use them as a starting point

– Example articles– Example website / blog layout– Example sales copy

(Never plagiarize, but do research what’s about)

“Getting It Done”In summary: • You don’t have to be the expert at everything, but…– It definitely helps to know enough to keep on track

• If you’re unsure, check with me – (That’s why I’m here…)

• Don’t get stuck for a disproportionate amount of time trying to fix/do something– Pay an expert the small amount required (or get my

techies to do it)• Keep the momentum going!– Be sure to do something on your business every week

(more often is more better!)

Part Seven: The Success Mindset

http://www.youtube.com/watch?v=dDbo2YXsKHM

The Success Mindset Realities of (Online) Business

• Things won’t always go to plan… (duh!)• You might make less (or more) than you hoped… at

first.• Product results can seriously affect morale– Be prepared for losing runs

• “Ask not what your country can do for you…”– Selling stuff is about being good to people and offering

them good information and products. At that point, it just becomes a matter of occasionally asking for money.

The Success Mindset Matt’s Five Golden Tips

1. YOU are your own worst enemy: BEWARE!– You’ll tell yourself you can’t do it. That’s bolloc untrue ;-)

2. Don’t give up!– Keep doing something towards your goal every day / few days / week

3. Life WILL occasionally get in the way (and that’s fine)– No problem: plan your business around your life

4. Beware of ‘shiny objects’– Don’t be sidetracked by ‘wonder’ solutions. You have access to all the

information you need. Just use it!

5. Finish what you started– Just another way of saying ‘don’t give up’. You only get paid at the end

of the process, so make sure you get paid!

The Success MindsetSummary

• Remember Benjamin Franklin!– “Fail to prepare, prepare to fail”

• None of this is difficult and following the step by step process will keep you safe (and sane)

• Just do the steps!

The Success Mindset Sustainable Business

• “Sustainable business is about finding prospective customers, adding value to their lives, and offering them high quality products that are relevant to their interests and close to their emotional desires. And doing it in a measured and expedient way.”

– M Bisogno

The Success Mindset Sustainable Business

• In other words...– Be nice to people– Always give before hoping to receive– Always over-deliver– Get the best out of every launch by planning it,

and ensuring you have as many good quality JV partners as possible

– Be nice to people some more!

(It’s just like any other business…)

*The Success Mindset The Bottom Line: Time and Money

• “The bottom line is the bottom line”– If it doesn’t benefit your business directly (or

indirectly in the near future), don’t do it.– Don’t waste time deviating from the process– Don’t get sucked into Google AdWords, SEO, etc.– FOCUS is the key– Measure the benefits of your time and money

investments – if it’s not profitable, don’t do it!

Over To You…

Good luck!

Questions?

(Contact details are on the Action Plan Workbooks)