Unexpected divorce (short story + lesson)

Unexpected divorce (short story + lesson)


“Income-On-Demand” – I first heard those words in 2009 on one of the first info products I ever bought.

It was one of Dan Kennedy’s products, and he was telling the story of how after almost 20 years of marriage, he went through an unexpected divorce.

Very quickly, half his assets within 18 months.

How?  Because he had the best type of asset you can have; you’re own highly responsive list.

Out of all the asset classes you could be involved in, your list truly is in a class of its own.

Personally I invest in a few different asset classes. I have a decent collection Gold Bullion coins.

Some commercial office property… the new MOBE resort in Costa Rica… and a few other pieces of land.

I have money in the stock market, mostly in the form of index funds in Australian shares, through Vanguard.

Also a decent amount in cash (which earns me practically nothing, yet allows me to take advantage of opportunities fast).

But out of all these assets I have, there’s one asset which is worth far, far more.

My list.

Like Dan says, it allows you create ‘Income-On-Demand.’  You can take 45 minutes to write an email, send it out to your list, and have money show up the same day.

Very few asset classes can do that.  I certainly can’t do that with my American Eagles.  Nor with the index funds, or a piece of land.

My advice to you, whether you and I ever do business with each other, is that you start building your own list now.

It’s something you should be working at every single day.

Each day, be generating more leads.  Be nurturing the relationship you have with your list, by sending out useful, interesting sales driven content.

As for which platform you build your list on, that’s up to you.

I’ve got friends who’ve built a list of followers on Instagram and Snapchat, who bring in sales every day.

Some of the more influential ones who’ve built up their audience over a few years are able to make close to a 100k a month.

A lot of people will focus on building a list of email addresses.

Some, it’s going to physical mailing addresses, using direct mail to do their promos.

Others it’s just Facebook fans.

Whichever one you choose, make it a goal to continuously be adding other communication channels into the mix so you’re never dependent on any one channel.  The last thing you want is for that channel to go down, and for your entire business to be put on hold!  (in 2011, the email autoresponder I was using at the time – Infusionsoft – restricted my ability to email my list for 2 weeks, and it cost me close to 50k in lost revenue).

First focus on getting the lead through one channel (eg. email addresses through a lead capture page), and then in your follow up invite your audience to add you on the other platforms.

You might send them to a Youtube video you made, and at the end of the video you ask them to subscribe.  Now you’re building up another list (Youtube subscribers) on another platform.

Your business just became more stable.

Now you might be thinking, “Matt this all sounds great – but how do I actually build the list in the first place??”

Glad you asked.

Here’s a quick run down on the essentials:  

1. Your Lead Capture Page

If you want to build an email list, the first thing you need is a lead capture page—also known as a squeeze page, opt-in page, or a landing page. These all mean the same thing. You can get yours for free at www.LeadPages.net or www.ClickFunnels.com (not affiliate links).

Once you have your lead capture page, you’ll need to craft a simple offer to get people to ‘opt in’  – like a free guide, a free video, a free consult, etc.

For writing the copy, just look around at what some of the top marketers in your niche are doing.  Don’t copy there’s, but you can model the best parts.

2. Get an Email Auto-responder

Next, you will need to sign up for an email auto-responder service. This service allows you to store all your prospects’ email addresses, and at one click of a button to email them all at once (the same exact process I’m using now to email you this).

People will be clicking on your lead capture page, and some will leave their email address IF they want what you’re offering.  So make it as irresistible as possible.  Depending on traffic sources, you might expect about a 25% opt-in rate.

Each time someone fills out the form, their details go into your email auto-responder database.

As for which one you use… there’s a lot of them out there.  Don’t worry too much about choosing the perfect one.  You can always change them later, and, everyone has a different opinion on which one is the best.

Try AWeber.comGetResponse.com, or www.iContact.com (again not affiliate links).

3. Create Your Sign-up Form

Now it’s time to finish the infrastructure of your lead capture system…

You need to get your email auto-responder form code. Now I know that sounds technical, but when you sign up for your AWeber account, they provide you an easy step-by-step process.  Just follow those steps.

AWeber walks you through how to create a list, and how to create a form. You need to get that form set up because that’s where people put in their email address.

After you finish setting up your form, insert it on to your Click Funnels or LeadPages capture page.

When you can log into your auto-responder, you can see all the email addresses you have collected, how many people are on your list, and then you can type an email and send it out to your list.

Don’t expect to see leads unless you’re actually generating traffic to your lead capture page.

It’s like a physical store front; if no one knows you exist, no ones going to walk in the store.

4. Drive Traffic to Your Lead Capture Page

Next you need to drive traffic to your lead capture page. You need clicks.

But not just any clicks.  You need qualified clicks.  People actually looking for the kind on information you’re offer.

You need to get traffic to your page, and the best (and fastest way) to get traffic is with paid traffic.

Now you may have heard of getting free traffic “organically,” but that will take you a long time, and you’ll get you a very low return-on-investment (ROI) for the time you invest.  Plus it’s nowhere near as scalable as paid traffic.

In late 2011 / early 2015, which was the first big surge of business momentum I ever experienced, my monthly revenue went like this:

7k, 15k, 8k, 45k, 81k, 60k, 150k.

Those numbers might be off by about 5%, but that’s about how much revenue came in each month.

People ask me, “how did you scale it so incredibly fast?”

Well it’s just a matter of spending more and more money each month into paid advertising.

If you can make $1.20 for every $1 you spend on paid traffic, are you going to hold back?  I hope not.  Once you’re consistently profitable on your paid ads, then it’s time to start scaling fast.

I was in a real rush to scale because my first few years in the industry had got off to a slow start.  So I demanded record revenue months every single month, and I stayed focused.

So my advice, if you want quick results… don’t waste too much time on the free traffic.  Anything you get from free traffic can be a bonus, but it should not be your main source of new business.

Be less interested in the costs of paid advertising, and more interested in your Return-On-Investment (ROI).

5. Pick Your Traffic Method

I recommend starting with Facebook Pay-Per-Click (PPC) traffic.

PPC is a great medium to start with.  You’ll learn how to write short ads, you’ll learn what a click is worth, and it’s extremely scalable.

Whatever paid traffic method you pick, just focus on it and don’t attempt another till you’re consistently getting 30+ clicks a day.

As you get into learning about Facebook ads, for every hour you spend watching and learning, you should be spending three hours actually DOING. This is VERY important so you don’t procrastinate.

Once you have traffic coming in, then . you can start to make adjustments.

At the end of the day, how much money you make in your business will come down to the ECONOMICS of your business.

Here’s a really old video of me from 2011 or 2012, which was the first event I ever spoke at (hence the nerves and my endless pacing!).  Ignore the final section on Facebook PPC because it’s outdated.  But pay attention to the part about the Wright Brothers, and building a more ‘efficient sales process.’


6. Send Daily E-mails to Your List

Now that you’ve learned how to advertise on Facebook, it’s time to create a little Facebook ad.

When people click that ad, they will go to your lead capture page. And when people land on your page, usually about one-third of them will put in their email address.

Now that you’re getting leads flood into your email auto-responder, just log in and start sending daily broadcast emails out to your list.

You will be promoting different offers, inserting your Affiliate link for different products you’re promoting, and when they buy, you get commissions!

So I hope that helps.

Go out and take action NOW.  Don’t sit on the sidelines just reading my emails thinking, “oh that sounds nice, I’ll go and do that some day.

Go and do it now.  Until you actually start doing, none of these fantasy’s about being able to make some money online will come true.

By the way, if you like this kind of practical training, I’ve got a lot more for you…

I just finished writing my new eBook (which has already sold 1,832 copies in it’s first two weeks), called Wi-Fi Millionaire.

It’s just $3.

You can now get Wi-Fi Millionaire right here.

Talk soon,