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Terry: So even if they leave your main affiliate program, you’re still making money on them because of all the leads generating and because they’re still connected to you through that, correct?

Josh: Exactly. I’m making something on them somewhere; that’s not attrition. Attrition is when they leave you and you never make a dime again. There are some people who have done this before and a lot of people are trying to emulate this: you go on the Internet and you type in Joe Schroeder in Google and you see people who have actually stolen some of his copy and started a system kind of like his.

What they didn’t figure out is, they don’t have the relationships and the content that he does, so they’re not creating any residuals inside. Their funded proposal is just a simple eBook that will lead back to your MLM. That’s not a funded proposal. A funded proposal is when you make three, four, or five times on courses, then that leads to three or four residual incomes, then leads to whatever your primary business is.

You can emulate it but you can’t duplicate it, and that’s what a lot of people out there are trying to do. So, Trump, Oprah, they all do it. Oprah gives away a free show. Then, you go buy the “O” magazine, and then you subscribe and she makes her residuals. You go buy a book that she promotes and she makes a commission there too.

No matter where you go inside her sandbox, she’s going to make money off of you. People ask how this lady became a billionaire because people still don’t know. They think she just made all of her money being on air. They don’t realize that she had tools, books, and programs that she was making residuals on every month. That’s how she became a billionaire. So, no matter when you leave her, she’s still making money somewhere. Turn her show off, but you’re still buying her magazine.

Terry: That’s great. As far as marketing then, you have the contacts that you originally had, you have ezine advertising, and you’re doing some postcards…

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Dan: And Terry, you were talking about how to translate a pitch that works in person into a print. Sometimes when a client hires me to write a sales letter, say they currently have a sales strategy for selling their product, what I’d do is I’ll ask to talk to the top three sales people and have them pitch me on the phone. I’d record the sales pitch and then transcribe it. It’s kind of like a lazy man’s way to crank out a killer copy… or you can even say a lazy Dan’s way.

Like I said, copywriting is no more than salesmanship in print. What I’ll do is polish up a little, add a line, throw in some bullet points, highlight the guarantee, throw in some testimonials, slab in an auto-form, and boom; I’m done. That’s it. But don’t tell my clients about my secret though; they pay me a lot of money to write this letter.

Terry: So basically what you do is take the information that’s already available, polish it, and there it is. There’s the product; there’s the sales letter.

Dan: And if I know that the sales pitch is proven, then who cares? It only takes me three or four days to put it together. As long as it makes money for them, it doesn’t matter. I just take what is working and just put it in print and polish it up a little. They’re paying me for the revenue and results I can generate, not for my time.

Terry: Right. Yea, exactly. Well, I’m dying to ask you Dan, I’d like to be a fly on the wall or a fly on your shoulder when you do this. When you go through the whole process; when the client calls you or you go out to visit them or whatever, can you take me through the whole process? How it starts right from the beginning down to the final sales letter?

Dan: Okay sure. First of all, Terry, I have to say to my listeners, currently I am not accepting any new copywriting clients anymore. Even if you’d like to give me $15,000, and I’d love to take it, I can’t accept new clients. This is not because I’m some big shot and that kind of crap, no, it’s because I’m too busy handling my client base and I’m too busy writing for myself and the company I have equity in at the moment. Plus, I have many of my own projects and on top of that I’m still doing joint ventures with some of the big boys and doing some consultations. I want to do it I just don’t have the time. And my girlfriend, Tiffany, is complaining that I don’t spend enough time with her. Trust me, she is the boss; I just work. I make the money and she spends it.

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Terry: Okay. So what about the people who are using the products? Do you wait for them to come do you and ask about the business opportunity? Or do you go back to them and broach the subject and say, “I know you’re in love with the product… there’s a business side too that you might be interested in,” or something like that?

Terri: Great question. I do a couple of things. When I believe that they would have gotten their products delivered the very first time, I ask them to call me when they come. Most of them don’t. So, I kind of guess when I think it will get there and I call up and ask if they got it. I ask them to open the box with me on the phone, and I’ll explain what they got and explain all of the products on the phone. Then, I’ll ask if it’s okay if I called them in a couple of weeks to see how they’re doing and answer any other questions. All of them in my experience have said yes.

I make that call, “How are you enjoying the products? Are they working? What questions do you have?” Then I’ll say, “If you’re thinking about being on the products long-term, which is what’s recommended, you might want to think about being a distributor and think about really thinking of this as a business opportunity as a passive income. The thing that I explain more than anything, Terry, is the reason that I believe in passive income. If it’s right for them, then great. If not, also great.

Terry: What do you explain to them exactly about the passive income site?

Terri: Here’s where I come from. Most of us have had jobs. In the world today, many people have been fired, laid off, and companies shut down. You think you have job security and one day in a flash everything can be gone. I have seen this in my own personal life and with 100 different clients in different walks of life. I just don’t think that anybody needs that kind of stress or pressure. I also believe that if we work, work, work, by the time we get to retirement, we will still have no money set aside. It’s just the way things are going. My husband is a financial planner and we’ve spent lots and lots of time looking at these kinds of things.

The reason that I have passive income is because, first of all, if I want to go away to a beach in Tahiti, I can. The money still comes in. I ruptured my Achilles several months ago and was in a lot of pain and couldn’t work. That was okay. Even though I wasn’t working at my coaching business where I exchange my time for money, the passive income kept flowing in. So, in my experience, having multiple streams of passive income really keeps you in a place where you don’t have any worries, where you know the money will still be flowing, and where you feel very comfortable in knowing that your finances in the future will be well cared for.

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Terry: How do you know, from the point of getting some of the profits that he's enjoying, how do you know how much of a revenue increase he's actually experienced?

Lee: You just have to trust people. There are a few checks and balances. I wouldn't accept someone as a client if I didn't see the fundamental integrity to have a good business relationship. I think that's one of the most important things in finding a client to work with. The second thing, on increases in revenue, you need a benchmark. So, we agree that there will be IRS returns submitted. There has to be a trust on the client's part to commit to me in a contract form to give tax records, so I can verify changes in income.

Terry: Okay. Fantastic. If we take a look at the branding… I know you have experience in the whole business development area, but if we focus just on branding, what kind of activities are involved in branding a business?

Lee: It all depends on the size of the business. Let me just give you some ranges, and then you can I can determine where you want to dig in. Earlier in my career I worked with large, multinational companies that had branding. Their big concern was equating or dollarizing the value of the brand. Also, how it stacked up against competitors.

So, I spent a great deal of my earlier career in larger branding project doing research to find a benchmark of awareness for a brand. Then, we also did studies with their customer groups and what their buying propensity was with our brand verses competitors. So, as much as some people throw branding out as a bunch of hocus pocus, there are some measurable elements of branding that are very powerful. It creates an asset for companies who have invested in branding.

The problem is that branding is very expensive in the development and sustaining of a quality brand. In the larger or macro sense, branding is used by large companies for good reason. It can be measured; there are metrics that can be used in evaluating its effectiveness in positioning your product. Not only that, but also for distinguishing your product from other competitors and using it as an icon of value for what it stands for and what that product represents.

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Terry: Just to give people an example then, your daughter is 18 or 20?

Ken: She’s getting up there, she’s 22 now.

Terry: Just to put a real perspective to it, when she was 20, she followed the steps that were on the site that anyone could go on and see them…

Ken: Actually, the report is still up there. It hasn’t been updated in a while to show what her exact results are, but we document on the site. So you can go to www.affiliateshowcase.com, and look for the Melissa Report. It’s actually a case study of how you can build affiliate income.

Terry: So that’s really going to be a step-by-step process…

Ken: It’s actually a step-by-step about what she did. I told her to do this, and she did it and reported back and told me about the results. “I got so much from this affiliate program, got so much from that affiliate program…”

Terry: Now people don’t have an excuse that they don’t know what to do. They just basically go in and look at the steps and follow what Melissa did because she had a good mentor.

Ken: She was successful at it.

Terry: As far as being an affiliate… we’ve kind of crossed from being an affiliate manager into being an affiliate. Now we know how to get started. If somebody isn’t going to go into the Affiliate Showcase site at this exact second, can you outline in general terms how it’s going to be? Pretend I’ve never been on the Internet. What kind of steps would I go through to make an income with an affiliate program?

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Terry: How does your traffic system tell you where they’re reading down to on the page?

John: It’s my own tracking system. It’s coded in PHP and it’s not available to the general public. I’m thinking about making it available in the not to distant future. Basically is uses a system where there little snippets of codes all the way down a page. The further down a page somebody reads, then that particular piece of code flags an indicator. Say, there were five codes that were flagged down the page, I can tell how far they scrolled by what marker they got to on the page.

Don’t ask me for the technical information, Terry. I just tell people what it is that I want to do and then they create a system that does it for me. I don’t know how things work; all I’m interested in is the results something can give me. The more data I have the easier it is for me to look at something and see how it can be improved.

Terry: That’s super. What do you do with the AdSense? You have a unique system to use AdSense in addition to your tracking and using articles and what not. You also have a unique system where you use AdSense to actually test the niche market, is that right?

John: Yea. It makes a lot of sense, if you think about it. A lot of people traditionally will look up a keyword, let’s stick with pet food, and they might want to know what the demand is for pet food. They could set up an Ad Words campaign where they set up a site with a squeeze page, one that gives away a free report, or maybe it’s a survey page. Traditionally, people have paid Google so many cents per click to drive traffic to a site to determine whether or not people are willing to give information and sign up to a list or just generally to determine if there is a sufficient interest in a particular key word before they invest in affiliate programs or something like that.

I turned that on it’s head. I came to the conclusion that, instead of me paying Google to do research, Google should be paying me to provide me with research information. If I’m interested with a niche market, I’ll set myself up with an AdSense site, I’ll maybe have ten or 15 articles written, I’ll created a 15-20 page site using the primary key words and a few secondary key words. Stick that site up and then leave it for a month or two or three, and after we have some traffic going to the site… some of the articles I’ve written I put in directories… maybe put some signatures around to drive traffic to a site; there are all different ways to drive traffic to a website.