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Tellman: There’s no way they would have been able to pay for that otherwise. So, that’s a way of doing it; that’s an interesting way. But now I can afford that education. When I started out, I didn’t have the cash flow to do that. So, I found 17 profitable sources of web traffic. You can talk about starting up a blog. That’s the quickest, easiest, fastest way that I know to get ongoing web traffic.

Terry: But when you have a blog you still have to get traffic to your blog.

Tellman: Well, yea. Enter a post everyday and mention it on Pingo.com. That’s really all there is to it; it’s not that complicated. And get ready for the search engines. Then, add an audio or video podcast to your blog and it starts to become more relevant. Then you start writing articles and maybe doing press releases. All of a sudden, maybe you turn around and start doing some pay per click or paid ezine advertising. Maybe you decide that you want to start viral marketing.

The point is that you can drive massive traffic with any one of these techniques that we’re discussing. I recommend that people choose one form of traffic and they get really, really, really good at it. There is one type of traffic that I discovered to be the quickest, easiest, fastest, most ongoing, most immediate, and most profitable source of traffic. It’s called Golden Rule Traffic. You can find out more about that at GoldenRuleTraffic.com. I’m not going to mention more about it here because there is only one person in the world that is actually qualified to teach you about Golden Rule Traffic. Can you guess who that might be?

Terry: Would that happen to be you?

Tellman: It would be. The coolest part about Golden Rule Traffic is that it’s free to use, and it’s using services and systems that you already have paid for. If you have a website and a newsletter up and running, you most likely have everything you need to make Golden Rule Traffic work. If you don’t, you’re going to spend less than $50 a month to make it work for you. It’s a system that’s being used in a totally different way, and most people are totally overlooking this. So, I would highly recommend to everybody that if you haven’t started studying Golden Rule Traffic, I highly recommend that you do.

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The only time you will see them promote one, is when it has resale rights that they are looking to sell on to you.

So whilst those in the IM niche have their million dollar launches… they push people to the niches outside of IM telling them that’s where the money lies… but staying firmly within the IM niche all the while.

Now remember, if you can create a high ranking website with lots of search engine traffic, great… go target a niche… but if you are looking at creating an ebook or info-product to sell… don’t believe the nonsense about creating a book to sell to that niche… because it will be sat in paypal purgatory forever without hardly any sales and certainly no big major launch. That’s a fact!

UNLESS you can convince other internet marketers with big lists to promote it to their lists for you.. in which case you’d have been better off creating an ebook for internet marketers in the first place.

But these are some important truths people are never told.

Terry: What are some of the other lies that people are being fed?

Have we got time till next Tuesday? You know there are a lot of things, and I guess it’s unfair to call some of them lies… but rather… pie in the sky hopes that are being fed, or just incomplete information.

It’s like saying “There’s this guy who drives a car across the desert at the speed of sound, and for only 30 bucks you can too… wanna do it?”

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Terry: What exactly do you give your programmer? You can draw up as many pictures as you can think of and say, “I want this tab here and this button there,” and then you give it to them. How detailed to you get? Do you say, “I want to press this button and I want a new window to open…” we'll take Keyword Station so we have a concrete example. When you're developing Keyword Station, do you have a very, very detailed outline that you give to the programmer with your pictures? How do you get the exact product that you want?

James: Yes, I do. I can dig it up and give it to you or anybody on this call. I would block out a few things, but it will basically be an outline of how I did it. You can look at it and see it. I actually took it to Photoshop and did a graphic interface of my own and used arrows and pointed to these things. If you can't use Photoshop, like I said, you can draw. It doesn't have to be great; you just need to get your point across of what you want to happen. Even if it doesn't' happen then, the only thing that is standing between you and getting your project finished is time. You and your programmer both need to understand what you want so he can do it the right way.

Terry: Okay. That's great. If you can send us the outline, I can post it on the site as well so people can see what you actually started out with for Keyword Station. Do you have a three or five point formula that you use? Do you have something that says, “This is what I wanted for the introduction… point one, point two?”

James: Yea, I do. The very first thing that I do is I write a purpose. If I can explain the purpose of the software first before I outline it, the programmer will have a great understanding of why I need it. That's what the purpose is: it's the “why” I need this? What do I need this for? What does it do? How do I need it to be done? That's in the outline: how I need it to be done. But, the purpose statement would be, “I have this database of 7.7 million keywords. There are a lot of people online who are interested in keywords…” I tell them this. I don't worry about them stealing my idea or copying me, because 99.999% of programmers don't know anything about marketing. They will have no idea how to market the product.

I don't want to be cocky, but I could give it to them and tell them to do whatever they want with it, and they still wouldn?t be able to do anything because they don't understand the process of marketing.

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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.