airn monahan slides

YANIK SILVER’SUNDERGROUND ONLINE SEMINAR: 

YANIK SILVER’S UNDERGROUND ONLINE SEMINAR March 24, 2006

The Top 10 Signs You’re An“Underground” Online Marketer…: 

The Top 10 Signs You’re An “Underground” Online Marketer… #10: You got upset when you discovered it costs ten bucks a day for Internet access here at the hotel #9: You've cancelled on dinner dates before... because you were too busy listening to the “Friday Night Smackdown” #8: You actually DISABLE your pop-up blockers… #7: While your friends watched March Madness basketball… hoping Duke would win, you watched direct-response infomercials… hoping to see the "Juicer" ad again #6: You've long since forgotten that "bullets" are for guns

The Top 10 Signs You’re An“Underground” Online Marketer…: 

The Top 10 Signs You’re An “Underground” Online Marketer… #5: If given the decision to have lunch with either Jonathan Mizel or President George Bush, you'd reply: “What decision?” #4: You spend more money on domain registrations than on groceries… #3: Your friends accuse you of looking at porn... but all you're REALLY doing is checking out EzineQueen.com #2: You have a strange tendency to attach the word "Secrets" or "Generator" to practically every noun in the English language #1: Your wife thinks you're cheating on her... with a woman named Alexa!

“My Background”: 

“My Background” Just turned 22 years old Started Internet marketing at age 19 - June, 2003 6 months later (January, 2004) - $1,500 month 6 months later (June, 2004) - $15,000 month in college prep Expanded to other industries Sold 3-page eBook website for $50,000 Sold another business for cash + equity 3/1/04 – 3/1/06: Over $1 million in deposits On track for first 7-figure year Sustained growth, not just “get rich quick” Air’n Monahan

“The 15 Laws of Leverage”: 

“The 15 Laws of Leverage” lev·er·age Positional advantage; power to act effectively

Law #1: “Increasing The Power Of Referrals…”: 

Law #1: “Increasing The Power Of Referrals…” “Affiliate Marketing” vs “Referral Marketing” Referral marketing is immune to competition Building a 1-to-1 relationship and dialogue Choosing the right domain name (online-seminar-marketing-tips.com versus seminarsummaries.org) PayPal donation links Making it feel “current” (what’s hot, date script) Seals (BBB, creating your own) Toll-free phone numbers, addresses Emulating “real” websites Example: www.dmv.org Example: www.apartmentloftsearch.com

Law #2: “Using Continuity Programs And Upsells To Increase Margins…”: 

Law #2: “Using Continuity Programs And Upsells To Increase Margins…” Pure profit margin Increases value per visitor (more advertising becomes possible – but be careful of cash flow) An ongoing base of paid members gives you “security” and higher business valuation Checkout is where the prospect is MOST sold Continuity Example: College Shortcuts Upsell Example: LSW

Law #3: “Automating And Increasing Profits With Email Marketing…”: 

Law #3: “Automating And Increasing Profits With Email Marketing…” Builds asset AND generates cash instantly The asset is relationships and volume Give value, don’t just “sell” First three messages are most important Loyalty = Consistency + Time (15 minutes per week for 2 months is better than 2 hours at once) Don’t answer support emails, but read them 3-step “product launch” sequence Test, track, and hone your message (for free!)

Law #4: “It’s Who You Know That Counts…”: 

Law #4: “It’s Who You Know That Counts…” Negotiating affiliate commissions “Insider” information ALWAYS exists! Customized landing pages, discounts, etc. Relationships can lead to other deals (email service example) Incentive affiliate programs Top LSW affiliate Mentors, mentors, mentors Make friends with other marketers

Law #5: “The Best Bargain Online Is People…”: 

Law #5: “The Best Bargain Online Is People…” Contractors versus employees Hire through “90 day trials”, profit sharing ideas (show upside) People are assets! Build relationships when doing “project-basis” outsourcing Be careful when outsourcing content creation (don’t base on price and don’t hire “writers”) www.elance.com, www.rentacoder.com, www.guru.com

Law #6: “The Right Mindset For Success…”: 

Law #6: “The Right Mindset For Success…” “Accountability” always beats “discipline” Always act like business is perfect (never let them see you sweat) Don’t “feel bad” when you get rich and others don’t – just leave emotion out of it Never assume an “expert” has it all figured out - Learn the principles and follow those first. Pick the one thing that will make the MOST money in the QUICKEST period of time (often it’s new product releases) More >>>

Law #6: “The Right Mindset For Success…”: 

Law #6: “The Right Mindset For Success…” Always deliver value, do deals that are “unfair” to you (and do as many as possible!) Question EVERYTHING Keep a journal Don’t let your ego get in the way of results When you can get cash off the table, do it Settle for “good enough” if it means getting something done FOCUS…

Law #7: “Taking Advantage Of Current Events…”: 

Law #7: “Taking Advantage Of Current Events…” Email promotions (test prep example) People want NEWS, not just TIPS Keeping readers engaged = more conversions Inefficiency of YSM’s Search Inventory Tool Take your top keywords, search for them in Google News, and then develop new keywords Building a website around the next MySpace, popular video game, celebrity… HurricaneKatrina.com (73,000 alexa type-in) Book titles, movies, celebrities, political events Google Zeitgeist, Word Tracker

Law #8: “Improving Your Landing Pages…”: 

Law #8: “Improving Your Landing Pages…” Multiple presences in Google WORKS “Skip This Ad” trick Links should be blue, underlined Graphics help opt-in rates “Keyword On Page” trick Your source of traffic (each keyword) is what matters most for opt-in rates Custom “findings” and “advice” landing pages (with custom follow-up email)

Law #9: “Choosing The Right Market And Business Model…”: 

Law #9: “Choosing The Right Market And Business Model…” Possibly the most important decision you’ll make Dominate small market vs. go for huge one Stack as many “unique advantages” in your favor (relationships, expertise, credibility) Re-think your offer (1000x difference!) Free trials, incentives, price tests, digital versus hard copy Think beyond eBooks – Yanik’s interview series, user-generated content, teleseminars, reports Income versus growth – How do you handle $1?

Law #10: “Growing Your Business Through Paid Search…”: 

Law #10: “Growing Your Business Through Paid Search…” Paid search is excellent because it keeps you accountable for results, plus it’s fast and easy TRACKING IS EVERYTHING Opt-in/CTR rates are “same” as sale conversion rates (exceptions: “free” words, misleading lp’s) How to track conversions for affiliate marketing (use clickthrough’s to a redirect) 1st and 2nd position generate very high volume The key to content volume is to rank in top 3 “Anatomy of a Killer Google Ad”

Law #11: “Running A Successful Affiliate Program…”: 

Law #11: “Running A Successful Affiliate Program…” People want to be “partners” not “affiliates” Send “cut and paste” emails to affiliates Customize landing pages and insert conversion tracking code Benefits of providing content – use “first person” to make them look good Accommodate to what the affiliates want, don’t force anything on them Competitions work well, especially when results are published

Law #12: “Developing Kick-Ass Content…”: 

Law #12: “Developing Kick-Ass Content…” Deliver as much value as possible, never worry about “giving too much away” Every piece of content should subtly lead to a “sell” message Reuse and repackage content – continuity programs, audio podcasts, PDFs, SEO pages, affiliates, blogs… What people NEED versus what they WANT are two different things – sell what they want! The ability to write good content is the ability to write your own paycheck – be careful when outsourcing Good content creation = copywriting

Law #13: “Tactics For Copywriting Success…”: 

Law #13: “Tactics For Copywriting Success…” Website navigation systems Don’t fall in love with long sales copy only - recent test results (be aware of loading times) Copywriting is not just for your “sales letter” - it’s for your download pages, blog, newsletters… PROOF! “Home, FAQ, About Us, Order Now” very effective structure High conversions on “3 Step Process” Where you explain your offer depends on the marketing channel – but make sure it’s CLEAR Testimonial campaigns (use Audio Generator)

Law #14: “Online Marketing Is All About The Numbers…”: 

Law #14: “Online Marketing Is All About The Numbers…” Einstein called “compounding” the 8th wonder and “most powerful force in the universe” Online marketing affords countless opportunities to gain “interest” on your current assets Exit pop-ups, Adsense, affiliate links, more incoming links, additional newsletters… all add bottom-line margin to your “machine” Subject lines, headlines, price points, order pages, sales closes, site headers, paid search ads… all can be tested and tweaked for improved results Know your data – no matter what it takes – and immerse your subconscious mind into every detail

Law #15: “Earning Multiples By Selling Your Website…”: 

Law #15: “Earning Multiples By Selling Your Website…” “Swim upstream” to larger companies for higher multiples Automated passive income is very attractive to investors Income tax ends up being nearly 50%, while long-term capital gains is only 15% Excellent wealth-building strategy

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“The End” Air’n Monahan airn@lazystudentsway.com