How To Think With Dan Henry

>>> CLICK HERE to Get Your FREE 20-Minute Bestseller Consultation with Tyler!! <<<----Ever dreamed of seeing your book hit a bestseller list?I wanted to see my book on the Wall Street Journal bestseller list but I didn't want to go through a traditional publisher; I wanted to do it on my own. Have you ever thought about what REALLY goes into writing and selling a book?I realized that while I knew I COULD do it myself, I also knew getting my book to place on the Wall Street Journal bestseller list would be a big project that I just didn't have the time for...So I did what I always do... I hired an expert.I knew having a bestselling book would be HUGE for my business long term, but it has been even more beneficial than I ever thought it would be!I am going to share the complete process I went through to get my book on the Wall Street Journal bestseller list, and how you can do the same! In this episode, I am going to cover:What really goes into getting a book on the Wall Street Journal bestseller listHow having a bestselling book can serve your business long termAnd… how you can get an awesome deal to work with Tyler yourself! If you got value from what you heard here, please be sure to subscribe and rate this podcast! Bonus points for you if you write a review! ;)   — SUBSCRIBE & FOLLOW — Subscribe to Dan’s YouTube ChannelFollow Dan on FacebookFollow Dan on InstagramFollow Dan on TwitterWant Dan’s Wall Street Journal bestselling book for FREE?Click here to get Digital Millionaire Secrets, FREE!Interested in having Dan’s team personally work with you to grow your business?Book a FREE Strategy Session here!Want to learn the 5 Keys to Scaling ANY Digital Product, Online Course, Coaching Offer, or Mastermind?Click here to watch the webinar now!Click here to Visit our Corporate Website: GetClients.com  — TRANSCRIPT —Dan Henry (00:00):How did I hit the Wall Street Journal and USA Today bestseller list on my very first book? I'm going to cover complete launch details along with my guest, Tyler Wagner, on how to do that and how you can do that for your book. So stick around.Dan Henry (00:37):All right, everybody. How do you hit a bestseller list? I've probably got at least 500 emails on this asking, you know, Dan, you were you super high on Amazon number three, I believe we hit at one point overall like I was ahead of Harry Potter. You know, Wall Street Journal bestseller list the USA Today bestseller on my very first book without a traditional publisher. So how did we do this? So I'm going to, I'm bringing on my guest, the man that helped me do this, Mr. Tyler Wagner. And we are going to talk about the complete launch details. Tyler, how are you doing, man?Tyler (01:20):Doing great, man. Thanks for having me on.Dan Henry (01:22):Yeah. Awesome. Awesome. So let me just give them a little bit of background, and then we can just jump into it. You know, I wanted to have a best-selling book because look at the end of the day, you know, people, when they buy my book, they read my book and a lot of people end up buying my higher ticket you know, coaching program or other products as a result of getting value from that book.Dan Henry (01:46):And so I have to sell, you know, I have to sell that book, and having it as a best seller really puts a lot of clout behind it. It makes it easier to sell down the road, but as well, we had so many people during this launch buy that book and sign up for our program that the amount of money we made from it just as a by-product of that was insane. And, you know, I don't have a traditional publisher. I self-published this book. I went through, well, it is through a publishing company. It's a friend of mine who has a small publishing company, but essentially it's self-published, and we didn't have like a big firm behind us or anything like that. And I wanted to hit the Wall Street Journal bestseller list, and, you know, we got on a call, and you took me through the whole process of how to do it.Dan Henry (02:35):And then at the end, I kinda just said, screw it. Can I just hire you to do it? But, that said, can we, you know, can we go through that process of how to do that? And, and don't get me wrong. I did send emails to my list. I did, I did send people during the launch of that book to buy it, but keep in mind that at that point when we did that book launch, I had already actually launched the book for several months on my own website. So most of my people had already bought, and the vast, vast, vast majority of people that bought during this launch was from the stuff that you did for me. And it was on Amazon Barnes, noble, all that. So can we take people well, first let's give people a little bit of background on who you are, what you do, why you know how to do this, and then we can go into the specifics of how we made this happen.Tyler (03:31):For sure. So a little background, how I got into the industry is when I was 20 years old, I read "The Four Hour Workweek" by Tim Ferriss and basically just changed my entire mindset. I literally dropped out of school about two weeks after reading that book. And what happened is that I started going to all these events, and I wanted to do public speaking. So then I realized one of the best ways to do that was to first become an author. One of my mentors told me, you know, the root word of authority is author. So if you want to be a paid speaker, become an author first. So that's what I did when I was 20 years old, and it hit Amazon bestseller at the time. And what took off though a lot quicker is people's just started asking me, like, how did you write the book?Tyler (04:14):How did you publish it? How did you market it? And then I basically the public speaking thing, I got a few gigs here and there, but I, my focus just went way towards that. Cause I was like $80,000 in debt, like a very broke 20-year-old drop out of college. And I started helping a few friends. They got the same results on Amazon. And then what really clicked for me was that like most publishers, in fact, I can't really even name a publisher that like does marketing for their authors. So then it hit me. I was like if I can master the marketing side and then partner with publishers, then first off, I won't really have any competition because there are not really many people doing it. And I'll just have like an influx of leads because people will just be like, publishers will just refer them to me cause they don't do the marketing. So then I basically started to figure out how the Barnes and Noble list works USA Today and Wall Street, and nine years later, over a thousand book launches. And you know, now we're talking, so that's kind of like the backstory of it.Dan Henry (05:18):Got it, got it. And was there anything that you discovered about hitting those lists? Cause, I mean, don't get me wrong by hitting those lists. We sold a ton of books that, like, I don't know how many. It was like 15,000 or something. And we did get a lot of business from that, but you know, my goal to hit those lists was more of a, Hey, I did it. It's, you know, I'm a bestselling author, and I believe that long-term, there's more value in it. Long-Term because it's like, I'm a bestselling author. This is a bestselling book, you know, but we did make a ton of money from the launch itself. So it's, there's a lot of benefit to having a bestselling book. And of course, the speaking, I mean, I had some decent speaking engagements that were presented to me prior, but they skyrocketed after the book, even with COVID hitting, even with that. And so there's a ton of benefits. I don't, you know, I don't think that anybody's disputing how many benefits there are to have a best-selling book. And there's probably a lot of benefits to having that, that people don't even realize. But for me, it's been absolutely phenomenal. Are there any other benefits that maybe somebody's not, not thinking in their head like that really can make this help grow their business?Tyler (06:42):Yeah, for sure. It's, you know, it's interesting. It's, it's hard to like directly measure all the benefits because, like you said, that's how I view it as it's a very long-term thing. And one of the things I always say too is like, you notice like a lot of like the big players, like Tony Robbins, Russell Brunson, like people like that, like they have their, they have like that's once they hit a bestseller list, like Wall Street, New York times, like that's always the thing that goes in their social media.Dan Henry (07:09):Right.Tyler (07:09):That's Tony Robbins, first thing, you know? And so it's just interesting where it from a branding standpoint forever, it's very hard to measure, but from the clients I've worked with, just like you said, like public speaking skyrockets and another thing is PR, so it definitely opens a lot of doors with just like the mainstream media cause they know how hard it is to hit these lists. So I'd say PR, public speaking, and then having a backend, like obviously, you had set up those are the top three I'd say.Dan Henry (07:42):Okay. All right. All right. Awesome. Awesome. And I have to concur because that's what I put at the beginning. All my stuff too, Best-selling author. Yeah. Yeah. So, okay, cool. So let's go over. I remember, you know, we reached out, we got on a call, and I asked you a ton of questions, and believe me, I'm one of the most annoying people with my questions. Even back when I was a kid, I used to be, and I was that kid that was like, this kid never shuts up. He has too many questions. I'm still like that. So I'm sure you were like super annoyed with all the questions I asked, but you literally laid out the complete launch process for how to do this, how to hit these lists, and keep in mind. I want everybody to understand that for you to hit these lists, normally it's almost impossible, especially like a New York Times bestseller, it's all political, right?Dan Henry (08:36):It's you have to be with a certain publisher. And that publisher had to go to like a bat mitzvah with your kid and, and they had to have a drink and then maybe they did a bit, you know, it's like so fricking political. So we have to find a better, more efficient way to get on these lists, rather than just having a friend, and in order to do that, you gotta sell a lot of copies of your book. And so, like where it's undeniable, you know what I mean? And so you took me through this process, and you told me everything. And I remember at the end of it, I was like, wow, that sounds really good. It sounds doable. It sounds like I can do that. But then I was like, I'm already busy working on my business. You know, if I have my team implement all this, A, we're probably not going to do it as well as you could. B, It's going to just be a massive project while we have other projects going on. So I decided to just hire you to do it. But and we can talk more about that at the end of the episode, but can you take me through again the process, the launch process, what we did, and sorta just give people some details on how this all came together.Tyler (09:51):Exactly. Yeah. So basically the I'll break down the four, the four lists. So Amazon is like actually an hourly algorithm. So essentially, if you want to hit Amazon, right, you just, you want to get as many sales as possible in one day, and it's categorical Barnes and Noble is similar, except it's not categorical. So it's, it's like one list of their entire thing. So you also hit a Barnes and Noble bestseller with your campaign. I actually think I can't remember what number you may, or you were definitely top 10 on all of Barnes and Noble and Amazon.Dan Henry (10:22):I was number three at most on Amazon. I was number three on the Wall Street Journal list. Like when the list got published, which was insane. I thought I was just going to hit the top 10. I hit three. And then I think Barnes and Noble was, I don't know. And there was a bunch of categorical number ones, a ton of them. I was ahead of "Think And Grow Rich" all that.Tyler (10:44):Yeah. Honestly, the top 10 on all of Amazon is insane.Dan Henry (10:48):Yeah, we did. So that's the thing, it's one thing to hit number one or top 10 in business or whatever, but I was number, it was either three or six on all of Amazon, all of Amazon. I got the screenshot somewhere. I took it. Yeah.Tyler (11:05):And then so USA Today and Wall Street Journal, those are much, much more difficult. So basically, the way those work is they're actually weekly lists. So they go from Sunday to Saturday, and USA Today has a, it's a top one 50, and then Wall Street is a top 10. And what's kind of interesting is that USA Today is actually even harder to hit than Wall Street because it encompasses all the genres, right? So you're going up against like romance novels. And some of you listening might be surprised to hear this, but like romance, like all those Sci-fy like those types of fiction books, they sell way more than business books. So going up against those, that's why I can't remember what number you were on USA Today, but it was, it was probably around like a hundred or something, but that equated right to the number three on Wall Street. So that just shows,Dan Henry (11:56):I think it was in the forties or sixties.Tyler (11:58):Oh, was it the forties? Okay. Gotcha.Dan Henry (12:00):I don't remember. I honestly just want, I didn't really care about the USA Today. I wanted to, cause to me Wall Street Journal is more prestigious cause it's like a businessTyler (12:10):100%. Yeah. Yeah. That's what's funny I totally agree. And so the trick with it is typically you need to get any like 7,000 sales or more in a one-week time period, which you know is even if you have a huge list, it's hard to like get all your people to just buy during one week. So essentially, how we do it, I'll go through the process. It's four main advertising methods. So when I started this, if people listen to, if you go to Google, type in ebook sites, you'll come across, like there are like thousands of them. And basically, what they say is like, you can pay them a fee, and then they'll promote it to their list. And then basically, you know, you'll see how many sales you get. And I wasted a lot of money and tested like hundreds of these out.Tyler (12:53):And what I came to find was like 12 to 15, depending on the genre of book, would consistently produce results, which means like they would either get a couple of hundred sales or like a couple thousand sometimes. And then I realized, I was like, okay, this is good for Amazon and BN, but it's not going to cut it for Wall Street, USA Today just using them like separately. So then I actually reached out to all of them and was like, Hey, if I can bring you all under my Author's Unite roof then, and we focus on one book per week for Wall Street, I think we can start hitting these like major bestseller lists, which there's just not many people able to do that unless they're like famous, like, cause I can't remember who was on the list with you, but typically like that top 10 list, you know, you're looking like Donald Trump Jr.Tyler (13:38):The founder of or the host of Jeopardy was on it like LA, you know, or Obama. We just did one last week. The number one book was Obama. And then our book was number two. So like these are the people you're competing against, the hit these lists. So essentially, what we do is we do really large email list campaigns during a one-week period, we discount the ebook to 99 cents. Then we do Facebook retargeting ads, Kindle ads, and Nook advertisements. All four of them come together. I just call it, and it's like concentrated impact, basically. So all of that comes together in one week. And then, like you said, I can't remember how many sales, but it's somewhere around 15,000. And one of the tricks though is, is that you want these sales to also be diversified. So we actually have a segmented part of our email list that we know our Nook users.Tyler (14:24):So we target them, and really you need to get over at least 500 sales on Barnes and Noble to have a chance at these major lists. So that's one of the trickiest things too, is it's like, even if you could get 10,000 sales on Amazon, most people don't have a big enough network of people that use Nook that like actually buy from Barnes and Noble cause everybody just uses Amazon and Kindle pretty much. So that's basically how we did it for you is, you know, we emailed millions of people. We did Facebook ads, Kindle ads, and Nook ads in one week, and then you got around 15,000 sales, and that landed you number three on Wall Street.Dan Henry (15:01):Wow. That's awesome. That's awesome. So these lists, right? Can you tell me a little bit more about who's on these lists and why?Tyler (15:11):Yeah. Yeah. So basically, these are people that have opted in, saying they want to be notified when eBooks are discounted. So like a very good example of one, there's one called bargainbooksy.com. There's another one called BookBub. These are just examples that you could search and find them, but basically, they opt-in, and then they tell you like what type of genre they're interested in, in being notified about. And then they're all like segmented. And then, depending on what book like we're doing for that week for a campaign, then we know which people to email. So it's not, you know, they're people that are just interested in specific types of books at a discount, basically.Dan Henry (15:52):Right. So to be clear, you know, it's not that they're buying books like it's not like a, how do I put this? Like a manipulation where you are basically buying books in bulk to hit the number because that's what a lot of people do for like the New York Times bestseller list. They literally have companies buy thousands of books just to test, and they're not really selling the books. You know, they're just, it's like a paper thing, and they're buying these thousands of books, or I've seen people where that you buy a book, and they give you two, and there are all kinds of tricks, right? And don't get me wrong, you know, hey, it's already a political thing. So the system is already rigged. So if you're working the system, I have no qualms with that. But the reason I like what you do is that you're literally saying, Hey, here's a list of people that are interested in a book like I wrote.Dan Henry (16:54):And they signed up to be notified when books like that come out and go on sale. So, hey guys, here's a book. So it's, to me, far more of a realistic, I mean, it is a realistic launch, but you know, a lot of people look at book launches and look at these lists as like you've got to finagle something, right? You've got to do some sort of weird stuff to hit the list. And I didn't want to do that. I didn't want to just, cause I could have, I could have just bought a bunch of books. And I said to you, I was like, well, listen, man, I want to hit these lists, but I want people to buy my book. And when you explain this to me, and you explain the lists and how these people are interested in my book or in books like mine, they're just simply getting a discount, and they're getting notified of it.Dan Henry (17:43):And they're buying tons of people are buying that book all at the same time, because it's like a temp it's like, it's like sort of like a, a launch where you have a normal launch where you like you would launch a course or anything. You know you do a launch, you have a discounted price during that launch. And outside of that launch, the price goes up. It's a standard launch. And so I really liked that aspect of it, that it was real people buying books that they were interested in, not me going out and buying a hundred thousand copies of my book through an LLC, I set up or some crazy stuff just to get a list. You know what I mean? And then, so here's a funny thing. We did the Kindle version. I knew that you know, there was a certain way I could track because when, when you go in my book, you can click on links.Dan Henry (18:35):If it's an ebook to get to certain areas where you would, you know, maybe book a call with my team or whatever. So we started tracking that and found that people were absolutely buying from these lists, buying on Kindle, reading my book, booking a call, buying my program. You know, these are real people interested in this stuff. And I think that's a lot of people's hesitation is they look at a lot of these launches, the New York Times being one of them. And they say, well, you know, I can pay a couple hundred thousand dollars or probably more, probably more like 500,000 to hit the New York Times bestseller list because I'm going to buy hundreds of thousands of copies of my book. And to me, that's like, you either have to do that. Or like I said, you got to attend the birthday party of the guy with the guy, with the guy, you know, and it's like either way it's, it's messed up. So that's why I really like how you did it. You do the legit launch to legit people, who legit were interested in my type of book that all bought at once because we did a discounted price during that launch. So I really, really do dig that. Now can you give some maybe specifics on like, you know, if somebody wanted to try to do this completely themselves, what they would have to go through and like a timeline of what they'd have to doTyler (19:51):For sure. So if I was to try to do this, like if somebody was going to do it themselves, what you'd want to do is really like start the marketing aspect way before the actual like launch happens or even that you're writing the book, so what I mean is you want to start like collecting emails basically. So do like a bonus or something like a pre-release and have people opt-in to be notified when the book comes out because you need all those sales to come through in the same week. So I would start building that like way prior. And it's one of the things I actually learned from Gary V that I think is pretty cool, is like documenting the process. He says, document over, create, which I don't think one is better than the other necessarily, but that just, the idea is cool.Tyler (20:35):And basically, what that means is like just sharing the process of the writing of the book and the ups and downs of the journey. And you basically start to build like a launch team naturally of like followers. And so I would do that. And also, what I would do is I would start reaching out to people like way ahead of time. Cause you, you know, this like more than anybody Dan like getting on people's email lists to do like an affiliate type thing. Like sometimes people are booked for like a year out. You know, like their email campaigns are literally booked for a year out. So you've got to start very early, but basically, I would find people that have large email lists that are basically they could be interested in your book, and I would connect with them and then figure out some sort of affiliate deal and then have all of these partners mail during the same week. And then that plus the pre-release campaign that you're running to gather emails, all of that comes together, and then you'd have really your best chance. And the only thing that would still be missing, though, is those Barnes and Noble sales, probably just because they're so hard to get. So you'd want to somehow try to figure out how to isolate a certain group to get at least 500 sales on Barnes and Noble.Dan Henry (21:47):Okay. So let me, that was a lot, and we talked about this before, which was one of the reasons why I just hired you to do it, but let me see if I could recap. So basically, you want to build a list, and you want to document the creation of your book. And it's sort of like an email list building exercise, and that gets people on a list so that when you do launch the book, they all buy in the same week. And then, at the same time, you work with partners that already have lists of interested book buyers, and you offer, and how do you get those partners to maybe you, you said this, and I miss it, but how do you get those partners? How do I say, Hey, you know, you have a list of people that like books, email my book out to your people. How do you get that partner to say yes?Tyler (22:33):So, in this case, right, I'm actually not saying the book-buying lists. Just because, in all honesty, what you'd have to do is go to Google and like waste a bunch of money and test them all out. So to use those types of lists, you might, you know, it's better to just hire us. It'll actually be cheaper than the trial and error that you'd have to do. But the list that I'm talking about is, for example, just a clear example, right? So like the people that buy Russell Brunson stuff are like similar people that buy some of your stuff, right? So I would connect with Russell and be like, like six months to a year prior of the launch week and be like, Hey, is there anything that we could work out like an affiliate thing where you would mail your entire list about my book during this one week? And then if you get, you know, like 10 of those plus the pre-release list that you're building yourself, all of that coming together, then you could get, you know, like 10, 20,000 sales in a week and actually hit the list.Dan Henry (23:33):Got it. So to recap that if I was going to do this again by myself, I would document on social media on, on, you know, maybe some ads what you, the process of creating the book and get them to sign up to an early release or a, a book release kind of waiting lists. I'd build that list there. Then I'd go out, and I'd find partners or other influencers that had similar stuff to mine. And I'd say, Hey, I'm going to release this book, you know, around this date. Is there any way you could get in on this launch? And from there, I would try to offer some sort of affiliate deal or, I mean, there are other ways to do it as well. You can just pay people to mail the list. Yeah. I would imagine you could also send an early copy to some like Instagram influencers.Dan Henry (24:24):You could, again, get them to promote at that time. And the idea here is that everybody in-sync promotes at the same time it's easy. It's an easy sale because it's, what did we sell my book for? Like, what was the cost?Tyler (24:40):99 cents, yeah.Dan Henry (24:41):And that was the Kindle, right?Tyler (24:43):Yup.Dan Henry (24:43):Right. So it's not, it's, it's a buck. So, you know, normally it's like $7 for the ebook, and you know, whether it's an ebook, a physical book, a Kindle, whatever, if you sell the required amount, you hit the list. It doesn't have to be a physical shipped book. And, and that makes it a bit easier for small guys like us to hit those lists, because it's easier to say, Hey, buy this 99 cent Kindle than, you know, buy this, you know, five or $10 book, wait for it to get shipped to you, blah, blah, blah, blah, blah. So we, we get these Instagram influencers, we get these social media influencers. We get these partners with email lists. We build our own email list, and then all in the same week, we send them to buy this book. But you have to segment the list to where a certain amount of people. You said you get 500 sales on Barnes and Noble. You get how many sales for the ...Tyler (25:41):Amazon?Dan Henry (25:41):Amazon. How many sales?Tyler (25:42):Amazon typically you want like minimum 7,000.Dan Henry (25:45):Okay. So we need 7,000 sales in the same week for Amazon. We need 500 sales in the same week for Barnes and Noble. And what else do we need in terms of numbers to hit, like say the Wall Street Journal?Tyler (25:57):That's actually pretty much it. And each week is different, though, right? Just because it depends on the competitiveness of that week, right? So, like, for example... What did you say?Dan Henry (26:07):You've got to pick a week? Like if let's say you have three books coming out that week by like, I don't know J.K. Rowling and you know, maybe Gary V and whoever a former president, it's going to drastically reduce the chance that you'll hit the list. So you, in addition to all this being in sync, you also have to, ahead of time, pick the week that is, you know, going to be the most optimal and easiest to get in, correct?Tyler (26:42):Exactly. Yeah, and like Obama, cause we do one every week like I was telling you, and like, Obama has been number one on the Wall Street the past three or four weeks. And our books have been like, number two, number four, number five. And like, but he's staying number one, right? So just if nine other people at that status of like Obama, if they all launched during the same week, like, you know, maybe there's a chance we'd actually miss, you know, even though that hasn't happened yet. But going up against Obama's very difficult.Dan Henry (27:12):So this is why when I had this conversation with you at first, I was like, I'm gonna do this to myself. I'm going to, I'm going to talk to Russell, and I'm gonna talk to this guy, and I'm gonna talk to that guy, and I'm gonna do this, somebody that, and I sat down and I was like, I'm going to do it. And then, like my CPA called me, she's like, Dan, we need to have a meeting. And then my assistants like, Hey Dan, did you do this? And I'm like, ah, I'm like, I got way too much to do. And I'm like there's no way I'm going to be able to do this. So plus, with the other thing I liked was the fact that you already have because you've been doing this day in and day out for years, you already have the partners lined up for multiple different types of books.Dan Henry (27:52):You already have the list, you've already made the connections, you've already made the relation to, you know, created the relationships, you know the best weeks, you have all the tools at your disposal. That would take me months. If I was like, well, it would take a lot more than months, but you know, even with my name, even with the list that I have, even with the connections, I mean, I can call Russell up right now and ask him, I mean, not on the phone, I'd probably Voxer him. But the point is like, I have connections that most people don't, but even with all those connections, it still would have been a massive undertaking compared to you basically just, you already have the relationships, you already have the list. And so when I called you back, I was like, Tyler, can you just do this for me?Dan Henry (28:37):Can I just, can you just, here's the book? What do I need to do? What or where do I need to upload it? Can you reach out to your partners that have these lists already, you know, and you can coordinate, can you sync, can you do all this for me? And you said, yes. And cause that's what you do. And when you gave me the price, I was like, okay, that's a pretty decent investment. But then I really thought about it. And I'm like, ah, you know, it only takes a few people to buy my product after they read my book. And now I've completely made that money back. Plus, I'm a Wall Street Journal bestselling author, you know, I have all this clout, it's going to help grow my business. And you know what ended up, I mean, I just wanted to break even. You remember me telling you I was like doing the math and stuff.Dan Henry (29:24):And I was like, all right, if I get this many people to buy it, well, what ended up happening was we way more than broke even just on the launch. Like we totally made our money back on the launch. I didn't have to deal with jack, nothing. And the fact that I have a Wall Street Journal and USA Today and blah, blah, blah bestselling since then, you know, has drastically increased our conversions and just the ease of which we sell. Like people get on the phone now. And they're like, they read my book, and they're like, yeah, I heard your book was a best seller. So I had to read it. It's great. I want to sign up for your coaching program, boom. So it was totally worth it. And if anything, everybody's listening to this episode. Yes. You can take what we've talked about. You can 100% go out, get the partners, get the list, document everything that we've talked about, and you can attempt to do this yourself, and maybe you will do it.Dan Henry (30:22):But for me personally, I know that time is money. I know that success loves speed. I know that you know, if I want to grow, I'd rather hire an expert that does this day in and day out that that guarantees that I will hit that list because I don't know if you want me to mention this or not, but you did give me that guarantee.Tyler (30:41):Yeah, no, no, you can. Yeah. We literally guarantee it or a full refund.Dan Henry (30:45):Yeah. And, and I remember being like, are you sure? I was like, skeptical. I was like, so let me get this straight. I'm going to pay you this money. You're going to attempt to hit the Wall Street Journal, best sellers. And if I don't make it by just one spot, you're going to give me a full refund. And you were like, yes. And I was like, are you sure? I was like, super, it was it almost I'll be honest with you, it almost turned me off because I was like, this is too good of a guarantee. This seems, but I've talked to some people that worked with you, and everybody's like, Nope, he'll hit it. He'll hit it, he'll hit it. And I was like, all right, did it, and sure enough, boom. And of course, you know, we did better than we expected. We hit like way high up on the list. So do you mind if I tell people where they can reach out to you, if they're interested in, you know, having this done and having a best-selling book and, you know, having you do this for them?Tyler (31:39):Yeah. No, for sure.Dan Henry (31:40):Yeah. I bet you'd like that, let me send you some business. So listen, guys, here's what I'm willing to do. If you are interested in working with Tyler to get your book to bestseller status so that you can reap the same rewards, I have literally become an instant authority, instant authority, and really just increase your ease of selling whatever you're selling and grow your brand. Tyler has agreed to do a deal for you. He will give you a really good deal if you are referred by me, and in order to do that, you'd want to go to getclients.com/tyler. If you go to getclients.com/tyler, you will be able to, I guess, book a call with you and speak to you about the service. And if you go through that link, he's going to give you a very special deal that you won't get anywhere else.Dan Henry (32:37):So if you go and you just Google his name, book a call, you're not going to get the same deal. As if you go through the link, it's getclients.com/tyler. And you'll be able to speak with him about this. And he'll give you all the information, the same information he gave me, and let you make an educated decision on if you want to move forward. So, Tyler, I know your time is valuable. Thank you so much for coming on here and sharing. And by the way, the name, we didn't mention this, but the name of your company is Authors Unite.Tyler (33:06):Authors Unite.Dan Henry (33:07):Authors Unite, Authors Unite, right? I just know you as Tyler, my buddy, Tyler, who blew me up on the book front. So guys, again, go to getclients.com/tyler if you'd like to speak with him about doing this for your book or your upcoming book. And I think, I think you're going to really see how valuable it can be to be a best-selling author, not just on Amazon, but Wall Street, Journal, USA Today. It's a whole different level. So Tyler, thank you so much for coming on and sharing. I really, truly appreciate it.Tyler (33:38):Of course, man. Thanks for having me.Dan Henry (33:40):Absolutely, man. And if you guys love episodes like this, make sure to subscribe. I'll see you in the next one.

>>> CLICK HERE to Book Your FREE Strategy Call with my Team!! <<<---- Have you ever heard the saying, “The customer is always right.” Well, this statement is completely false when it relates to your online business... If you are trying to build the next Walmart or Target, then I could definitely see how you could justify this mindset... but I’m sure that isn’t the case for you! Knowing when to listen to the right kind of “complainer” will save you so much time and negativity. There’s more to the picture when you have a student or client complaining... That's why in today's podcast I will show you the different types of complainers to ignore! In this episode, I am going to cover:The two types of “complainers” and which one NOT to listen toWhy people complain and how to stop it from happeningThe main reason we turn away hundreds of prospects from joining our programs If you got value from what you heard here, please be sure to subscribe and rate this podcast! Bonus points for you if you write a review! ;)   — SUBSCRIBE & FOLLOW — Subscribe to Dan’s YouTube ChannelFollow Dan on FacebookFollow Dan on InstagramFollow Dan on TwitterWant Dan’s Wall Street Journal bestselling book for FREE?Click here to get Digital Millionaire Secrets, FREE!Interested in having Dan’s team personally work with you to grow your business?Book a FREE Strategy Session here!Want to learn the 5 Keys to Scaling ANY Digital Product, Online Course, Coaching Offer, or Mastermind?Click here to watch the webinar now!Click here to Visit our Corporate Website: GetClients.com  — TRANSCRIPT — Hey, everybody, in today's episode, I'm going to cover why you should not listen to your customer's complaints most of the time and how doing so can actually ruin your business.All right, everyone. So there is an old thing that I'm sure you're aware of.Well, then it's, the customer is always right now. I do not agree with this statement even in the slightest. And you also have to consider the source. The person that came up with this saying is Harry Gordon Selfridge. And he owned a popular department store in the early, it was like 1909. When he started as Selfridge department stores, now he was very, very successful. Don't get me wrong, very successful, but it's a department store. Okay. He did not sell high ticket coaching or, you know, consulting or things like that. He sold, you know, clothes and trinkets and things like that. So you have to understand that when it, you know unless you are trying to create the next Walmart in the world of online business and in coaching and consulting and selling digital programs, the customer is not always right.They're just not, especially because they're coming to you to become educated, to solve a problem. So clearly, they don't know everything. And that may sound like harsh advice, but I'm actually going to break it down for you and allow you to understand the difference between two forms of complainer's okay. Two forms of complaints and why you need to completely ignore the first one. And you actually need to listen to the second one. Okay. Because the customer is right some of the time. But not always. And that's very dangerous. And to me, toxic thinking, okay, but let me break it down. So you don't think I'm just a, I'm a complete tool. So there are two forms of complaints. There are habitual complainers and legitimate. Complainer's now a legitimate complainer is somebody that complains because something actually wrong has happened, right. You've made a mistake, and they have a legitimate complaint when a legitimate complaint happens.Almost everyone who is breathing would complain. Yeah. There are some people who just aren't the type of people to complain, and they won't. But for the most part, when you make an actual legitimate mistake, or there's a problem with your product, you will get complaints. However, there is what's called, as I said, habitual complaining. And that is a behavioral thing that is a behavioral form of complaining, which means that people who are habitual complainers do because it is a set behavioral pattern that they do. And it doesn't matter what you do, how good or bad your product is, they are going to complain. Okay. So I'm going to break down why people complain, and then I'm going to show you how to decipher between the two and how to make decisions based on customers' complaints and how to ignore the ones that are habitual complaints.Okay. So first of all, let's talk about habitual complaints. You have to understand that human beings like to complain, they do. There are far more habitual complainers, and there are legitimate complaints far, far more, and no matter what you do, you will always get complaints. I'll give you an example. Recently in our sold-out courses program, I saw a post in our private group, and one of our clients was talking about the length of her webinar. And she was saying, you know it is a, is a two-hour webinar, too long. I have customers complaining that the webinar is too long, and I don't want them to complain. So I think I need to make it shorter. So there are a couple of problems with this number one, customers aren't complaining because you got to understand a customer is a customer. A customer is somebody who has paid you money.A prospect is someone who has yet to pay you money. So, first of all, we have to understand that prospects are complaining, not customers. All right. When a customer complains, it's a bit different than when a prospect complains because a customer has already given you money. Okay? Now customers can still be habitual. Complainer's a lot of them, but you must understand that ultimately the ultimate form of evaluation on whether or not your product, your webinar, or your marketing works is whether or not somebody buys it or not. Okay? Everything is quantifiable based on metrics, your conversion rate, your email, open rate, your email, click rate, your attendance rate for your webinars. Those are the metrics in which we measure how effective something is. Not. If people complain, people will always complain. Okay? Whether your webinar is two hours, three hours, six hours, 10 hours, 30 minutes, five minutes, or the fact that it even exists, people are gonna complain.That's just part of the game. And let me go over quickly. Why do people complain? So you understand the behavior, and then we'll get into how to, how to decipher it. So you gotta understand the complainers tend to be less healthy. They have poor career performance and more failed relationships. And they're basically miserable. And when I say complainers, I mean, you know, habitual competitors, people that complain all the time, which is a lot of people. And so these people are always going to be unhappy with various products because they're just used to complaining. When you complain, you actually invite more negativity into your life. And, you know, people don't actually realize they complained. The habit actually becomes invisible. And you know, people aren't bad people, you know, they, they just realize that this behavior is happening. And if they did realize it, I would guess a lot of them would want to change it.But the thing is, it's hidden, it's invisible. A lot of times, you don't realize you're complaining. And one of the reasons that is is because people complain to validate their beliefs. Okay. They have a belief, and they need to Valley. They didn't know that they're right. That they're, that they're, they're correct in the way that they're feeling. And therefore, one of the ways to do that is to complain, okay. And that's because complaining is a way to avoid responsibility. Okay? If you believe that you have failed because you are lazy, then that means something is wrong with you. But if you fail because the coaching is too long or the webinar or the lessons are too long, or, you know, whatever, then nothing is wrong with you. It's a problem with the product. And see, no one wants to admit that something is wrong with them.So if they can complain, they can now find a way to place that blame on something else and complaining, reinforces negative thought and actually invite some more of what you are complaining about into your life. So even, you know, if you, if you find yourself complaining a lot, you're actually making it worse. And I'm not saying that sometimes the complaints can be legitimate or not legitimate, but if you complain all the time, I highly doubt every single complaint is legitimate. Okay. And you're actually creating more negativity and inviting and attracting more of it. So you're complaining about this, this thing, but you're actually making it happen more because you're complaining. All right. And another thing is complaining also increases procrastination. It's easier to complain and then to solve the problem. It is okay. And finally, complaining creates bad luck, reality. What I call "The bad luck" reality.It's this alternate reality that you create in which nothing is possible. The world is out to get you. You're just, everything's out to get you. You just don't get good luck. You know, the universe hates you, and therefore nothing positive is possible for you. Okay? And when someone is in that mindset, it doesn't matter what you do. You will never be able to make them happy. And what you'll have to understand is going back to, the customer is always right. Some customers are just not good for business. Okay. There are like, we turned down a ton of people that apply for our programs. We do not want toxic negative mindset people, because you got to understand if I let's say I saw a high ticket program, right? And you come into this high ticket program, and you join the group you get in here, you're super excited.You just dropped a ton of money, but you feel good about it because, you know, you trust me, you trust my company. You've seen our results, yadda, yadda, yadda, you get in. And all of a sudden, you see posts in the group of people being super negative and complaining. You get on a coaching call, and somebody jumps on and just starts singing the blues. And you just, you get this icky feeling that you know, that positive, go get her environment that you were so excited to become a part of is now tainted because you have all these people who are not only being negative and, and, you know, being a drag, but they're starting to reinforce negative beliefs in you that maybe you had suppressed because you want, you want to succeed. And it's just not a good environment for people.Especially when they pay a high price, I paid $30,000 to be in masterminds. And the last thing I want to do when I go to a mastermind event that I paid 30 GS for is to sit down and have somebody whining and crying and moaning. I just like, I don't want that. Like I paid 30 grand, shut your mouth, and do the work. Like, don't bring your negativity in this room. Okay. If I paid $7 for something or 97, or even a thousand dollars for something, all right, maybe I could understand it, but I pay five, 10, 15, 20, 30, grand. You know, I want a good positive environment. And so that's why we don't let a lot of these customers in or prospects. And because we know they're going to cause a problem. And we, we want to keep the integrity of our program, the quality of our program high.So to say the customer is always right is insane. And so the deal here is that, you know, if you have somebody complaining about your webinar, your marketing, your emails, you got to understand that it's likely that they could be a habitual complainer, in which case nothing will make them happy. And if you make business and marketing decisions based on what they say, well, now you're going to start negatively affecting your business because you're basically making a judgment and a decision based on nothing, right? Because it doesn't matter what you did. They're always going to complain. Okay? Cause some people just always complain. Some people are never happy. And so if you start making strategic decisions based on those complaints, well, now you're making terrible decisions, right? So what you should really make decisions on is things like actual actions, right? If somebody is truly unhappy and they have a legitimate complaint, you will see it in the forms of actions, right?You will see refunds, you will see chargebacks, you will see a low conversion rate, low email click rate. You will see these actual metrics happen. People will not buy your stuff. Okay. But I mean, and that doesn't mean that there won't be some illegitimate or habitual complaining in the refunds, in the disputes, but, but you can still improve the process. Right? Like recently, we had an elevated dispute rate, and I couldn't figure it out. Right. I could not figure it out. I'm like, why did our dispute rate go up? I was like blown away. And so Brandon, who heads up our customer service, one day walks into my office. He's like busting in the door, which, you know, normally people don't bust in my office door, and they knock her or, or Slack me and asked to come in or whatever. But he's like Boston the door.And he's like, Dan, he's like, I found it. I figured out how to dispute a problem. I'm like, okay. And he's like, did you see this email? I said, what email? And it was an email for failed, a failed payment sequence. And what we had done is we had, I remembered we had hired or we had consulted with a company that apparently was good at, you know, failed payment sequences and stuff. And we consulted with them and kinda like modeled some of their emails. And one of the emails, the subject line was, Hey, you know, Hey, so-and-so does someone have your card? And in the email, it said, Hey, you may want to call your bank and check on your card because you had a failed payment, and the bank might be blocking it. So you may want to call your bank.And so what ended up happening was, in reality, people were seeing this email when they had a failed payment, and they were probably skimming it, and they freaked out, called their bank and disputed the charge or call their bank. And the bank rep simply said, Hey, would you like to dispute this? And they dispute it. Okay. And as soon as Brandon showed me the email, I was like, Oh my God. I'm like, of course, that's it. And so we changed the email, and immediately our dispute rate tanked and dropped down way back to a totally acceptable level. And I was just like, wow, something so silly, something so ridiculous. So, you know, again, that was our fault. That was totally my fault. But I didn't find that because people were emailing me or posting on my Facebook and going Dan, I'm unhappy. It was because we had an elevated dispute percentage.There was a clear and present effect, not just people complaining. All right, good understand. I've sold over $10 million with webinars, with internet marketing. And I have all kinds of people complaining. Right. I have people who have literally sold $5,000 with stuff, and they have people complaining. People will always complain because the majority of the population, sadly, our habitual complainer's all right. So what you have to do next time, you're evaluating your complaints to have to ask yourself, are these complaints tied to an actual measurable metric? Okay. And if so, then you need to look further into it. For instance, you could always gather a list of emails of all the people that have ever refunded or charged back your program or your coaching or whatever, and simply send them an email and say, I noticed that you refunded. I just wanted to, you know, get your opinion and I want to know why you refund it, right?And then when they all email you back, you start looking for patterns right now, you will see one-off people, people that are just completely out of their minds crazy. And you obviously discard those, but then you'll see, you'll see legitimate patterns. And when you see the patterns, now you can start making strategic decisions in your business to eliminate those things that debt caused those refunds. Okay. And even if those things kind of are silly, they still triggered these measurable negative results. And that is something you should pay attention to hence, to measurable negative results not, not random customer complaints. Okay. Again, $10 million sold through webinars. And every single day we get some form of complaint about our webinars. Okay. Our webinars convert extremely high, very, very high. One of my webinars actually is probably, you know, the exceptionally good conversion rate for, you know, for what it is, you know, compared to the rest of the industry.Exceptional show-up rate, exceptional, all the metrics for this particular webinars is probably one of my best webinars. It is my best webinar I've ever done. Literally, all the metrics, all the sales numbers, all, all the, all those individual measurable metrics are like literally as good as they could possibly get. Yet. We still get tons of complaints. Why? Because people like to complain. So if I were to actually take those complaints seriously and then make changes, I could cost myself a ton of money. Okay. And the thing is unless there is a measurable result tied to that complaint, there's no reason for me to just, you know, jump up and change things. Cause I got one complaint. So that is the thing you really have to evaluate. Now we take customer complaints very seriously, but we, we evaluate them to make sure that they're a real complaint and they're tied to a negative action such as like I've mentioned this, this dispute rate, all right.But people saying, Oh, the webinar's too long. The lessons are too long, blah, blah, blah, blah, blah. That's universal complaints. You're going to get stuff like that all the time. All right. And honestly, if somebody doesn't have the patience to watch a 50-minute webinar, like I literally have a webinar that's 50 minutes, and I still get complaints that it's too long. If you don't have the patients want a 50-minute webinar, I do not have the patience to work with you. So I don't want to work with you. All right. So, you know, another thing is, is a lot of these habitual complainer's ladies, people, the complainers are people you do not want to work with. Therefore, if you remedy, if you solve their complaint, you might start actually selling those people. And you don't want that. All right. Again, part of marketing is to, yes.It's to attract customers, but it's also to repel people you don't want to work with. All right. And trust me, if you just try to work with everybody because you want to make money, you'll be very, very unhappy. You'll be very unhappy. And honestly, most of the time, when I've seen people try to do that and they sell less, okay, you can actually sell more by resonating with the right person than trying to resonate with everyone. So you, you, you, you must understand you must. Yes. You must take customer and prospect complaints seriously, but you must take the evaluation of whether they are habitual complaint or a legitimate complaint just as seriously more seriously. All right. So that's what I want you guys to do. I want you to look back at all the times you thought about changing something or deleting something or doing something differently because someone complained and asked yourself, is this complaint tied to a measurable negative result?Or is this just somebody being a habitual complainer? All right. And what I can do in a future episode, maybe I'll do it in the next episode is I'll talk about how to actually fix your mindset. If you're listening to this, episode using, Oh crap. I think I'm a complaint. I think I'm a habitual complainer. That's okay. I used to be, when I was younger, I was a habitual complainer. And then, one day, I fixed my mindset, and that allowed me to be way more successful. So I can do another episode on how to actually identify that if you are, fix it and create a much more successful life for yourself. You have to remember the complainers are not bad people. They are simply people that have limited their own success, and it's never too late to fix it. All right. Love you guys. And I'll see you in the next episode.

>>> CLICK HERE to Book Your FREE Strategy Call with my Team!! <<<---- How many times have you heard people say “Just buy my course that includes all of my proven scripts, frameworks, and templates, and you’ll be making money hand over fist EASY! We’ll take all the guesswork out of this process for you!” Probably way too many times, am I right? I have students come to me and tell me they don’t know how to do XYZ. And in return, I tell them they just need to study and research it more and get good at it.  And do you know why?? Because successful people JUST GET OVER IT!  The trait of successful people is that they will work to get better results and learn the skills they need to!  Remember, if you feel stressed or overwhelmed, it means you’re learning.  There is no “easy” way to climb the ladder of success. The trick is to get good at the hard things! In this episode, I am going to cover:What the #1 trait of successful people is and how it is the real secret to your successWhy you should leverage low-risk, but highly uncomfortable situations while you are learning new skillsWhat habits you can incorporate into your routines so you can capitalize on “getting good at the hard way” in your business and life If you got value from what you heard here, please be sure to subscribe and rate this podcast! Bonus points for you if you write a review! ;)   — SUBSCRIBE & FOLLOW — Subscribe to Dan’s YouTube ChannelFollow Dan on FacebookFollow Dan on InstagramFollow Dan on TwitterWant Dan’s Wall Street Journal bestselling book for FREE?Click here to get Digital Millionaire Secrets, FREE!Interested in having Dan’s team personally work with you to grow your business?Book a FREE Strategy Session here!Want to learn the 5 Keys to Scaling ANY Digital Product, Online Course, Coaching Offer, or Mastermind?Click here to watch the webinar now!Click here to Visit our Corporate Website: GetClients.com  — TRANSCRIPT — In today's episode, I'm going to talk about why I stopped telling people it's easy to make money online and what I now do instead.So "making money online is easy." How many times have you heard that? Well, let me just go out on a limb here and say that that's not true. That is not true. And think about this for a minute. How many times have you seen a guru say, "ah, it's this simple template. It's this simple script. It's, it's easy. You know, it's easy to make money online." All right. Well, if it was easy, then why would you need to buy their course or their coaching or their book right now? Let me, before I get a bunch of my friends who go, Dan, what are you doing? Let me just point this out that I think building an online business, selling online courses, coaching, selling virtual or whatever, and any type of online business even e-commerce do. I think it's easier than, you know, drilling for oil or being a stockbroker or starting a hedge fund or something.Yes, absolutely. It's astronomically easy earlier than the normal ways in which you would become a millionaire 100%, however, it is in no way easy. And here's what I mean by that. Let's say you buy a program from me and in that program. I don't know. I'm teaching you how to run Facebook ads, right? Well, I'm just going to come up with a random example, right? Or it's a webinar or what, or whatever, or you're learning to write emails for your car, whatever it is. If you say to me, well, Dan, you know, I followed your script, or I followed your framework and it didn't work. You told me it was easy. You know, if it's easy, then it should work pretty much the first time. So I would have no leg to stand on. Right? I would have to say, it's not easy. I lied to you, which is why I don't do that.And early in my career. And when I say early, I mean, super early, I used to say, it's easy. Why? Because everybody else did. It was just like the thing you say. And then as I started growing in the industry, I realized, wait a minute, it may be easy earlier, but still not easy. And so back to the example of the ads, the whatever I had somebody say to me, you know, Dan I'm not good at storytelling. What should I do? And I said, well, you should watch more movies. You should read more books. How many books do you read? Well, I don't really read books. Well, how many movies do you watch? Well, I'm not really a movie person. Well, that's why you suck at telling stories because you're not, you're not accepting stories, right? It's telling a story, whether it's an ad, a Facebook ad, an email, whatever, that's an art, right?It's an art form. And if you do not learn to appreciate and consume art, you will not be a good artist. Find me an artist that doesn't appreciate other art. Right? Find me a musician that doesn't listen to music. Find me a sports athlete, like a fighter that doesn't watch UFC or boxing. You're not going to find it. And so my honest advice to him was to go watch more movies, go read more books, start accepting art. I can teach you all these frameworks, but it's not going to be easy until you solve the fundamental problem. And that is you. You don't like stories, right? And that's some of the type of advice I give to people is like, look, this is hard. I'll give you another example. Let's say you're on camera. And you know, a lot of people they'll say, Oh well, you, you don't have to, you don't have to be on camera to have great ads.Let me show you a way without a camera. I'm more the type to say, well, listen, I get it. You may not be good on camera and it may be uncomfortable for you, but you're going to sell a lot more if you can get on camera. And so why don't you just get over it and learn to be good on camera? Why don't you just learn to be comfortable with it? Because you want to be a millionaire, right? You want to be successful. Well, successful people get over it. They don't look for an easier way. They just get over it. That is the trait of a successful person. They will work to get better at it. An unsuccessful person will stay neutral. And if they need either your way, me and so by pandering to people like that. And by encouraging that nonsensical behavior, you are further diving them into a pattern of being unsuccessful.Whereas I like to take a different approach. I like to say, look, successful people have these behavioral patterns, right? They don't drink every night. They sleep. They focus on getting good sleep. They exercise every day to maintain that, you know, activity levels, which makes them be able to concentrate more. If you can concentrate better, you can make better decisions. These are the things that are gonna make you successful. Not this little webinar script here. Take it and you'll make a million dollars. No, that's not reality. That's BS. Okay. It's total crap. Right? I don't know a single eight-figure entrepreneur in this industry that doesn't focus on things like exercise, sleep, learning, doing the hard things. It's actually easier to do the hard thing. Then it is easy. Then you know why? Because by the time you just get over it and learn how to do the hard thing, you're already far, you've progressed far more than the person constantly searching for the easy way that truly does not exist.So if you don't like being on camera, well, guess what? Let's get used to it. Here's how I got, you know, how I got comfortable with being on camera. I would go and I would watch movies with over actors and like, you know, Adam Sandler and, and, and, and you know, Jim Carey and I would try to mimic their over the top acting, you know, somebody stopped me, you know, all that type of stuff. And then I would go hang out with my friends and I would try to do impersonations. And if they would suck, they'd be terrible at my friend's would make fun of me. And they would just trash me. And they, you know, call me an idiot. Cause that's what friends do. Right. Well in Florida, they do anyway. But the point is, is that I put myself in low risk, but high, highly uncomfortable situations.Let me see, say that again. I'd put myself in highly uncomfortable situations, but that was low risk because one of my friends you're gonna make fun of me. They're going to forget about it. Five minutes later, when I finally went to do ads and be on camera, I was so used to being uncomfortable. That it's like, well, I'm just going to, all I'm going to do is get on camera and yeah, Hey, blah, blah, blah, blah, blah, click here to watch the webinar, click here to buy my book that is soon for easy compared to trying to do an impersonation in front of a group of people. Right? So what I would do is I'd find situations that were more uncomfortable than the situation I was doing that were low risk. And then I'd get just being uncomfortable so that I went to do the thing that was a higher risk, or that brought me a profit or return or success.I was used to that feeling. And those are the things that help grow my business. And I mean, I didn't get this funnel. I get this template. Can I get the funnel link? Can I download the template? Can you give me the script? Yeah. Look, I'll tell you this right now. Okay. I'll end this episode with this. I remember last year I went to a conference funnel hacking live. Okay. I was asked to speak. This is the first time I got my eight-figure award, which means I made over $10 million doing this stuff. And I got invited to dinner only. Okay. Figure people. It was like an eight-figure dinner. Only eight-figure people were allowed. We all had that crazy ring that they gave out at ClickFunnels. It's like $8,000 for this diamond ring. They just give it to us when we make tea.I don't know why they do that. So Dave Woodward over there is probably like w you know, just crying every time he has to put in an order for one, but now they love doing it, you know, but, but the point is, we all got this ring. We, we all, you know, we all have these, the $10 million-plus businesses, right? And so we're sitting down to dinner and we're having conversations. Now, prior to that, I had been asked to do what's called around a round table where I sit down and again at a table and there is food and stuff. And I answer questions from people who are just starting six-figure entrepreneurs, even seven-figure entrepreneurs. And the vast difference between the conversations that happen at the six-figure table. And the eight-figure table is as follows at the six-figure table or this beginner table.It's Dan w you know, how many times should I send an email per Gaye? You know, how many, and I don't mean to make fun of people for asking the question, because you don't know any better. Right. I asked those same questions when I was starting, but I'm trying to skip you to the front of the line. I'm trying to skip you past the years of failure. So just, just listen up, deal with it, you know, take it, take it on the nose, whatever point is, they would ask questions like that. Dan, what's your favorite funnel? Wait, what's your, what kind of script? [inaudible] At the eight-figure table. It was like, Hey man, how are, you know, have you found any cool ways to get better sleep? How are you dealing with you know, the pressure of you know, tax season and, and running a Black Friday offer, you know, or how are you communicating with your team and keeping them motivated, or here's a great one for you...I sat down with Peng Joon, and I asked him, I said, Hey man. I said w why do you wear the same thing every day? And I remember him telling me, he goes, Oh, it's this thing, Steve jobs did, you know, he didn't want to waste time picking what to wear. So he would buy all the same clothes. And every day he was, got up, wore the same clothes, and it saved him like 15, 20 minutes a day. And he got more done and it just, you know, relieves mental space. And I was like, wow, that's fantastic. That's a great idea. So I went out and I bought 50 black v-neck shirts. And now I literally, today, nowadays I wear the same thing every day. You'll notice in almost every YouTube video, I wear a black v-neck and every once in a while, you might see a green v-neck.So, you know, these are the conversations that happen at the eight-figure table. We're not talking about scripts and funnels and all that. And if we do, we certainly, aren't talking about it in such a detailed, granular capacity, because we know that that's not what makes things move. That's not what makes the needle move. It's just not okay. And so, you know, when you get into this business, you expect things to be easy, and it's like, they're not easy. They're hard because in order for all of these methods to work. If you, if you do them well, and in order to do them, well, you gotta sleep good. You gotta be productive. You gotta have a good mindset. You gotta, you gotta exercise. You gotta eat, right. I'm sorry. But if you're eating sandwiches and ice cream and crap every day, your mental focus, your, the way you feel is not going to be as optimized as somebody who eats clean, who, you know, makes sure they don't eat before bed.So that the heart rate, the blood pressure doesn't go up. So their heart rate is lower. So they get better sleep. They get more deep sleep than REM sleep. So the next day, they're their mental focus. That those are the hard things as well. Getting better at telling stories, watching movies, listening to other stories, learning how to do that. Spending money on coaching programs, where people can look at the stories you're telling, look at your ads, look like we do. We look at our client's stuff. And we say, you know, I think you should frame it this way. You know, maybe you should do it this way. And you learn, this is hard. I always say this is not easy. It's hard. That's why you need to buy my stuff. That's why you need my help. That's why you need my coaching program because it's hard and we're going to help you get good at it faster because it's hard.Not because it's easy. If it was easy, you would need to buy my stuff. So I never make people think that I'm going to teach them the easy way I admit to them that I am going to work with them to get, to, to find a more efficient way to get better at the hard way. Right? I'm going to get you good at the hard way as fast as humanly possible. And there is no really hard way to me. After many years in this business, this stuff's easy, right? It's up to me. It's easy. Why? Because I've been doing it for a while. Cause I've, I've been in coaching programs. I've, I've learned, I've worked with people. The people that work with me now, do they get the program? It's like, this is hard. And then six months later, they're like, this is easy. This is the most money I've ever made in my life.It's easy for them at that point. But when you first start, it's going to be hard. You go to the gym, you lift weights the next day, you're sore. What does that tell you that you got a good workout in, but if you go to the gym and you're not sore the next day, what does that tell you? So you didn't get a good workout. It is the same thing when you start this, if you don't feel overwhelmed, if you don't feel stressed, that means you ain't learning nothing. If you feel overwhelmed, when you feel stress, that means you're learning something. And so people misinterpret their feelings. They go, I feel overwhelmed. That means I shouldn't do this business. I should find an easier way. No, that means you're learning. That means you're doing what we all did to get to the top. Imagine if you went to the gym and the next day you were sore and you went, Oh, no, I'm sorry.I got to stop working out. You'd be fat and lazy. And out of shape for the rest of your life, you would be in terrible shape. Your muscles would be like jello fallen off of a freaking wishbone. Why? Because, and everybody knows that, right? But if you get in there and you get used to it and you're like, Oh, I love it. I love working out. Then you're going to be in shape and your muscles are going to be hard and they're gonna be dense. It's just the way it is when a life works. Period. So the next time you come across a guru that says, Oh, this is easy. B where just saying, maybe their stuff is good. Maybe their stuff works. In fact, I can find a terrible, horrible method and I can still make that method work if I do it well, okay.I, you don't have to work with me. You don't have to buy it. You don't have to get into our coaching program. You don't have to do any of that. You can, if you want, it's a great program. It's turned a lot of people into very successful people. But if you do get into it, I'm not going to feed you this lie if it's easy. I'm going to say, look, it's hard. Now let's get to work. Let me make you good at it. Like I have so many other people to me, that is what I, and I get it. That's not the best way to sell stuff, but you know what? I sleep at night. I sleep at night knowing that I am not full of crap. And I set the, and when people do get in the program, they don't give me this line of, Oh, Dan, you said it was, you don't have to hear that because I didn't have, I make it clear.And I'd rather if I'm making less money because of that, I'm totally fine with that. Because at least at the end of the day, I don't have clients that drive me up a wall. You start telling people, things are easy. You know, then, then you're going to have clients that drive you nuts because you lied. You told them, and you gave that you set a false expectation. So that personally is why. And to be honest with you, I've sold more than I ever have. By being honest and being like, look, this is hard. Don't come in here thinking it's easy. It is hard. It's way easier than what you're, what you would think would, would make you a millionaire. It's way easier than in my opinion, what a lot of people teach because I've seen what a lot of people teach. And I think they go about it the hard way I think they go about it.And I don't like to say it's harder. I don't like to say my way. Eat is easier. As I like to say, my way is faster. I like to say my way is more efficient. I don't like saying the word easy because easy implies that it should work the first time. And it's not going to work the first time it's going to take some coaching. It's going to take some help. It's going to take some try, try, fail, fail. You know, it's going to take some of that. But if you have help, if you have a good coach, if you have a good team behind you, it's going to go faster. And if you did it yourself, that's what I tell people. And I'm honest, and I encourage any of you, whether it's weight loss, whether it's, you know, make money, whether it's stocks, whatever it is, stop telling your clients. It's easy because you know it ain't you and I both know it. Ain't easy. Okay. It may be easy for you. It may be easier than other ways, but it ain't easy. And I just, I recommend personally not going down that road, take the high road. And I hope you enjoyed this episode, by the way, don't forget to subscribe. And if you like it, make sure to stick around for the next one. I'll see you. In the next episode, they did a Henry show,Dan Henry here. And if you enjoyed this episode, make sure to visit, get clients.com for more free resources on how to grow your online business. And if you love this show, don't forget to leave me a five star review. See you in the next episode.

>>> CLICK HERE to Book Your FREE Strategy Call with my Team!! <<<---- “In the years I've been doing this I literally have not had a single negative review.” Have you ever had someone post a fake review about your company? Maybe the review is something that is so erroneous it couldn’t possibly be true!! BUT… no matter how far off base the review is, it can still impact your business! After years of personally having a 95% show-up rate, all of a sudden people started canceling calls with my team saying “I’m seeing negative reviews online”. Let me tell you, I do NOT get bad reviews! I just don’t. I make sure my clients are well cared for and there is no reason for them to leave a bad review... So, I started doing some research so I knew exactly what kind of reviews my potential clients were seeing. I want to share with you what I did to leverage those negative reviews and make a profit from what could have been damaging to my business and my reputation.  In this episode, I am going to cover:What the 180-degree Rule is and how it can change the way you look at negative events, both personally and professionallyHow to create a Scam Funnel for your business if you find yourself in this positionHow to use your Scam Funnel to ensure your future clients get to hear from you personally if you find yourself needing to respond to negative reviews If you got value from what you heard here, please be sure to subscribe and rate this podcast! Bonus points for you if you write a review! ;)   — SUBSCRIBE & FOLLOW — Subscribe to Dan’s YouTube ChannelFollow Dan on FacebookFollow Dan on InstagramFollow Dan on TwitterWant Dan’s Wall Street Journal bestselling book for FREE?Click here to get Digital Millionaire Secrets, FREE!Interested in having Dan’s team personally work with you to grow your business?Book a FREE Strategy Session here!Want to learn the 5 Keys to Scaling ANY Digital Product, Online Course, Coaching Offer, or Mastermind?Click here to watch the webinar now!Click here to Visit our Corporate Website: GetClients.com  — TRANSCRIPT — What do you do when somebody posts fake negative reviews about you or your brand online? How do you take that and leverage it into more sales for your company? Well, that's what I'm going to cover in today's episode, and I'm going to teach you how to use the scam funnel to make money when people post negative things about you online.All right. So this is actually quite genius. I must say myself and I can't take full credit for it because a good friend of mine gave me the idea for this, but I just got back from a three-week vacation on my yacht, in The Bahamas in the Exumas. I come back and my sales team is like, "Dan, you know, I don't know what's going on. We used to have about a 95% show-up rate on our sales calls. Now all of a sudden people are canceling left and right." And I'm like, "Okay, all right, well, what's going on?" They said, "Well, you know, they keep saying, they're finding negative reviews online about our program." And I go, "Well, that's odd because in the years I've been doing this I've I literally have not had a single negative review." And all of a sudden, as if by complete magic out of nowhere, the first page of Google gets flooded with these negative reviews about our Digital Millionaire Coaching program and just about my book and just all kinds of stuff.And I'm like, "Okay, what's going on?" So I Google it and I start looking at these websites and I find that they're all essentially fake, and for two reasons. One, there were several websites where you are supposed to be able to submit a review. Well, I said, "Okay, I've never heard of these people that are leaving these bad reviews. They're not my clients." So let me take these websites, let me post them in my student group, and say, "Hey guys, you know, you guys are my actual clients, go leave a review." So they all start leaving reviews, and of course, they're all positive because I take great care of my clients. We get fantastic results and they all start responding back saying, "They're not posting it. We're submitting it and they're not approving the review. They're only putting up negative reviews." And I'm like, Oh, okay. All right.Then I looked at the other sites and I found that they were just completely saying weird stuff. Like they were saying that my program wasn't really a program and it redirects you to a different program. Then it said like, "Oh, it's $37." And I'm like, I don't sell anything that's $37. It was just completely erroneous and false information, 100% saying I do business with some guy that I've never even heard of, crazy right? But of course, people are seeing this stuff online. If you go and you Google Digital Millionaire Coaching reviews and you see this stuff, and you're thinking about joining our program, you're going to be like, Whoa, what's going on here. And you're probably going to cancel your call. I totally get that. I mean, doing your due diligence, you're researching. Totally get that.So I think to myself, all right, even if we hire a reputation management company and even if we do all this and we get it taken down, it's going to take time, right? So I posted online, I asked if anybody knows a good reputation management company, yada yada. Well, my good friend who I met at a marketing conference, he's a great entrepreneur, and I'm going to butcher his name cause it's, I think it's Hawaiian. I can never say it right, but Keala Kenai, Kayla Kenai. I think he's, he's going to listen to this episode and be like, "Dan I've told you repeatedly how to spell my name or how to pronounce my name." But anyway, he messages me. He says, "Hey man, I went through the same thing and we came up with this really good funnel where basically I do a video of me going through each website and showing why it's fake ('Cause you know, the same thing happened to him) and then we leave a button to buy our stuff." And I go, "Wow, that's genius." I had already made a video pretty much doing that exact thing, but I didn't think about putting it in a funnel. We were just going to email it out. So I took a look at his and I made mine, right? What I did was, as I said, I took it to the next level. In fact, I'll bring it up here real quick so I can read it to you. It's digitalmillionairesecrets.com/scam, digitalmillionairesecrets.com/scam.So it's a Loom video. So here's the page. It says Dan Henry’s response to scam allegations. Then it says, plus win $1,000 cash details in texts below video. So in the video I go through, it's a Loom video and I go through each, in every website and I show, and I prove why it's a fake website, why it was put there. I show how you can tell it was written by the same people because they use these bots, right? They put something in a bot, and it publishes a bunch of websites. Then I show my students giving responses to, or giving great reviews, trying to submit them And they won't get approved. I completely debunk all this, right? Then below it, I put screenshots and I'll just read it to you, right? So you understand how this funnel works. So I say, "Dear Future Client, you're here because you want the truth. And unfortunately, the world we live in today makes it nearly impossible to actually know what is real and what isn't. You see as I reveal in the video above, the folks leaving negative reviews about my company on fake sites are doing so in hopes that you will buy their products instead. On real sites like Amazon, you will find five-star reviews.Oh, actually I should probably link to my five-star review there. Yeah. I'm going to do that. Our actual clients tried to leave positive reviews on these sites and they were not approved. Here are some of the reviews my actual clients tried to submit. Then I have a screenshot of, you know, several reviews. And then I say, "and here's what happened when they submitted them to these so-called review sites." Then I have a screenshot of several of my clients saying, "Hey, I tried, but it won't show yada yada yada." right? So then I say, "Listen, I get it. Everyone has an incentive. It's the way the world works. But to be clear, I don't have an affiliate program. So the folks saying awesome things about me, don't have anything to gain. The one saying negative things. As you can see in this video do have something to gain. That's why we want to make sure this is as easy as possible for you by giving you this guarantee. If you decide to book a call with my team and join Digital Millionaire Coaching, once you get in the private student group, ask our clients, if anything I said was a lie, if any positive review you saw was fake, or if anyone validates any of the negative reviews you've seen online, I will not only refund your money, but I will let you keep the program. And I will give you $1,000 in cash. The reason I'm willing to do this is that I know these reviews are 100% fake and I put my money where my mouth is. I hope you found this page helpful and whatever you decide, we wish the very best sincerely Dan Henry." And then I put book a link to book a call to speak with us about joining.So the reason why I did this is because, A: I know these reviews are fake. We literally, I've never seen a negative review on any of my stuff. I mean, I have years ago, if I sold something for $37 and somebody didn't get their password right away, they were angry, but that's not, I don't really count that you know? I'm talking about my higher ticket coaching programs, my book. I haven't even seen a negative review of my book, go on Amazon, you can't find a negative review. They just don't exist, and all of a sudden they just flood? So I knew there was some nefarious stuff going on behind this. So I launched this funnel, right?Within a few minutes, we get two booked calls, the easiest booked calls I've ever got. We got massive amounts of positive feedback for this, people thinking it was genius how we handled it. As well, what we're going to do is we're going to, cause you know, it's probably going to take months to get those things removed from Google, or they may not get removed at all or, you know what? Somebody could easily just do it again and add it. So here's what I'm going to do. When you Google Dan Henry reviews, Digital Millionaire Secrets reviews whatever, I'm just going to pay to show this page to you before anybody else. And see, I know that the person that's doing this, you know if they were balling, they wouldn't care about this, right? So if you want to show your fake review site, when somebody does their due diligence and researches my stuff, you're going to have to pay for it.You're gonna have to have a lot of money because I do have a lot of money and I will pay to show that page on Google in front of all of this fake stuff. So to me I always, I do, and I'll talk about this in a separate episode, but I do I like to inject polarity in all aspects of life. And I call this the 180-degree rule. If something negative happens, right, there is always a way to turn it 180 degrees around and make it a positive because that's polarity, right? The opposite of a negative is a positive, the opposite of plus polarity, negative polarity. So you know, the opposite of one is a negative one, whatever. So the point is, is you can, in life in business and everything, you can find a negative and look for ways to turn it around into a positive, somebody releases fake reviews about your website or your brand products.Good, make a video detail, why it's fake, show real reviews, show that it's a real thing that you do have a fantastic program that people love. And that you don't need to stoop to the low brow tactics of your competitors, right? Put it on a funnel, put it out there, run ads to it, run Google Search Ads to it. So when somebody tries to look you up on Google to see if you're a scam or to see reviews, and they see all these fake scam reviews, they also see your response to them. Then they can see the, you know, the truth and then leave a button to either buy your product or book a call simple, right?Believe it or not, I talked to my buddy and he said that that's actually one of his most profitable funnels. It's actually more than his other funnels. It's like literally when you look at the money he spends on Google AdWords to all the other funnels, this one is the most profitable. When somebody literally searches for reviews sees that there are negative reviews and then sees the response from the owner to it, I mean it's amazing how that works out. So if you don't like me or you're a competitor of mine, please by all means post as many negative reviews online as you want, because you're just going to funnel more customers into my scam funnel and I'm gonna make more money and I'm going to change more lives and I'm gonna help more people. So be my guest. Anyway guys, if you are interested in this funnel and, and how it works and just to watch the video and check it out, you can go to www.digitalmillionairesecrets.com/scam.You can watch the video I made, you can read the page and you can see how I did it. And if you want to learn more super-advanced tactics to grow in your business like this and work with my team to help you grow your digital product business, then you can click that button at the bottom book a call, and speak to us to see if we're a good fit to work together.All right, you're going to love the upcoming episodes that I have, 'cause they're going to be awesome. I hope you thought this one was awesome. I think you're awesome. Keep listening. I'll see you in the next episode.

>>> CLICK HERE to Book Your FREE Strategy Call with my Team!! <<<---- “You never want to email or show a new offer to your list. You're leaving tons of money on the table if you do so.” When you are building a new funnel and creating a new offer it seems smart to send it to your existing audience first, right? Easy money right out of the gate, but here’s the thing… It’s TEMPORARY. Your warm audience will eventually be exhausted, and you will be left with no choice but to send your offer to a new, cold audience.  The result? Everything starts to slow down. Conversions drop, sales slow or even stop and ad costs just keep going up! So here’s the solution… start with a cold audience first. It might feel counterintuitive to start your brand new offer to a cold audience, but I’m going to show you why it is well worth the effort. Do the hard work first so you can reap the reward well into the future. In this episode, I am going to cover:What are the most common mistake entrepreneurs make when releasing a new offerThe “Dead Cold Test”: what it is and how to use itWho are the top four audiences you should be excluding when running ads to your new offer If you got value from what you heard here, please be sure to subscribe and rate this podcast! Bonus points for you if you write a review! ;)   — SUBSCRIBE & FOLLOW — Subscribe to Dan’s YouTube ChannelFollow Dan on FacebookFollow Dan on InstagramFollow Dan on TwitterWant Dan’s Wall Street Journal bestselling book for FREE?Click here to get Digital Millionaire Secrets, FREE!Interested in having Dan’s team personally work with you to grow your business?Book a FREE Strategy Session here!Want to learn the 5 Keys to Scaling ANY Digital Product, Online Course, Coaching Offer, or Mastermind?Click here to watch the webinar now!Click here to Visit our Corporate Website: GetClients.com  — TRANSCRIPT — Hey everybody in this episode I am going to talk about why you are losing money if you send a new offer to your existing email list.All right. So this is a common mistake I see a lot of online marketers and entrepreneurs make. I'm going to try to explain this in a way that makes sense to both new people and people who have been marketing and selling online for a long time. So what happens is a lot of times we'll create a new offer and we'll create a marketing funnel or sales funnel for that new offer. We get excited and we're like, "Oh, I can't wait to see how well this converts". So we email our email list and we say, Hey, here's this new offer. People go to the new offer they buy and then we see, all right, this is how much I'm making off this offer, or this is how many people are taking my upsells or what have you. We get a benchmark from that and then when we go to run paid advertising, like Facebook ads, Youtube ads, et cetera we use that benchmark when we're spending money on our paid advertising. Or we will create a Facebook ad, let's say, and we will run ads to that offer. The initial results we get, again, we'll create some sort of benchmark.So let me give you a quick example. Let's say you have a funnel where you're selling like a book, okay? It's a new book and you sell the book for $7 and then there's a $37 upsell. Then there's a $47 one time offer, and then there's a $97 one time offer or what have you. If you're a newbie, try to follow along with this, this is a little bit more technical. But if you're an existing marketer, then you know what I'm talking about. Basically, you sell a book, and then on the next page it's like, okay, now that you have the book, how would you like this mini-course?And this is only a $47 upsell. So what happens is, let's say you run a Facebook ad to this offer. Well, Facebook naturally, even if you select like a dead cold interest or a lookalike audience or something like that. Even if you don't intentionally target people that are already in your network, that already know who you are, Facebook naturally shows that new ad to people who have already engaged with your ads visited your page. It just naturally optimizes in the beginning. Then eventually that audience runs out and it gets shown more to people who just have never ever heard about you. So what happens is when you run that first ad, a lot of the people that see it are people that already know you. I have tested this because I've literally run two ads side by side where I've done what people would normally consider a cold traffic ad.Then I've done another ad where I've excluded anybody that's visited my page, anybody that's visited my Instagram, anybody on my email list, anybody who's visited my website, like literally excluded every possible audience that could have heard of me. When I look at the comments to those ads, I see there's a ton of people on ad one "Oh hey Dan, da da da da da". Then on add two, there's like nobody that knows me. So I've confirmed that this happens.So what ends up happening is people will run the ad and let's just say again, back to the example of the book funnel. You know, when people do a book funnel, they normally try to sell a book and then upsells and they try to break even on it so that they can sell their flagship program later, and then basically get free warm leads to their flagship program by breaking even on this little book or upsell funnel.So what happens is, let's say you need an average order value of $50 to break even. Well, if you start running ads and you get this initial order value of 50 bucks, you're like, "Oh, all right, I've hit my benchmark and I'm good." And then eventually it goes down, and down and down. When this happens, a lot of people think it's offer fatigue or whatever. Most of the time it's not, it's just that more cold, more people that have never heard of you are starting to see your ad and fewer people that have heard of you. This is why, and it's especially bad if you email your list because now you've emailed your list and you get these super inflated, skewed numbers and now you're thinking, oh, this is going to convert great. I'll run traffic to it. Then you run traffic to it and it doesn't work hardly at all.Well, the reason is you're showing to people who already know you and they'll buy anything. Okay. I've created offers where people have bought and they say, "Oh Dan, I love everything you do. Everything you do is great. So I didn't even watch the video. I didn't even read the copy I just bought." You know what? That's great. It really is great. But, it doesn't help you when you're trying to create an offer that will convert and sell for years to come.So the way to fix this is to do the dead cold test. The dead cold test is where when you create a new offer, you do not email your list. You don't tell anybody, you don't tell your mother, okay. You don't tell anybody. You keep that tight-lipped super secret. Then when you go to create your first paid traffic ad, your first cold ad, you create an audience. These are the four audiences you should, you should focus on.You create an audience in your Facebook ads dashboard of anyone, of all website visitors, anyone who has visited your website in the past 180 days.You upload your email list and you create an audience of people who are on your email list.You create a custom audience of people who have ever visited or engaged with your Instagram page in the past 365 days, and you do the same for your Facebook page. Anybody that's visited or, or engage with your Facebook page in the last 365 days.You take these audiences and you exclude them from your initial ads, your initial dead cold test ads, and then you know, and it's okay to target interests, lookalike audiences, whatever. That's who you target. But then you exclude, basically what you're doing is you're excluding anybody who could have possibly heard about you. You might have a few slips through the cracks. That's just how it goes, but that's what you do. You run ads and you try to get this funnel or this offer to convert at where you want it to dead cold first. That means any split testing you're going to do, any adjustments to your funnel, any changes you're going to make. You do dead cold by excluding people that have heard about you. You work on that until it converts dead cold. Now, once you've refined that offer, you refine that funnel to where it is working dead cold, now you can start running traffic to people who have heard of you. Now you can email your list to do this, two very important results happen.Number one, you get an offer that will work for a long time because if you base whether or not an offer is working based on warm traffic, well you're getting skewed results, right? If your average order value is $60 to warm traffic, it's probably going to be 20 bucks to cold traffic. So you need to get that If you need an average order value of $50, you need to work on that funnel dead cold. That's how you can get it up to $50. Once it is now, it's going to convert for a long time because eventually that warm traffic is going to run out and you're going to have to convert to dead cold traffic.The second important result is that you will make more money off of your existing warm audience than if you sent an unrefined funnel compared to a refined funnel. If you send a funnel that converts dead cold, you're going to convert a lot higher with your warm audience. So instead of a $60 average order value, maybe it's $80 or $90. Now, and I've tested this in the past. I've sent an offer that I've, I used to make this mistake in the past. When we started doing the dead cold test, we started having funnels that did not see any decline. They just kept converting. They just kept working and they did not slow down anywhere near as fast as previous funnels that we did not do this with. On top of that, when we did email the list, oh my lord, we would make so much more money, it would convert better than anything we'd ever done because we had made sure that we refined it.If you just whip a funnel together, emailing your list, you're going to get a temporary... And I know it feels good. "Oh I threw this funnel together, it works. I made some money." You're getting temporary money. If you want permanent money, you need to create something that is going to convert people who have never heard about you and you need to do that first. Once you've done that, now you know you have a solid offer. On top of that, you know that when you do email your list, that thing is gonna make you the most possible money it could. That thing is going to make you more money than if you just emailed it out, right? You will make a lot more money so if you're not doing the dead cold test, you are leaving a ton of money on the table.In order to do the dead cold test again, you exclude anyone that's ever heard of you. That is Facebook page engagers, Instagram engagers, all website visitors, and your email list. You exclude that from all ads until those ads convert at the level in which you want them to convert. Once that happens, now you can start emailing your list. Now you can start running those ads to cold traffic. Give you a perfect example.Today we just launched a new funnel and I can tell, I can talk about it because by the time you listen to this podcast episode will have already finished our dead cold test. So I can go ahead and freely talk about it. But basically, it's called my Slide Template Funnel. What it is, it's a funnel in which I'm selling an online course, a plug and play online course slide template. Essentially the offer is $7, and you get a slide template that allows you to create your lessons, your modules, and all that stuff for your online course.The purpose of this funnel is obviously to get people to enroll in my flagship program Sold Out Courses. Now, why am I doing this? Well, this is what I call the Steppingstone Funnel. You've heard of a lot of funnels, right? And I'm kind of getting off on a side road here, but I just want you to understand an example and I'll do another podcast episode on what the steppingstone funnel is. Essentially what it is, just to give you a quick vague overview. It is a funnel, much like you have book funnels, you have webinar funnels, you have challenge funnels, it's called a steppingstone funnel. What it does is it takes a problem that is preventing people from joining your flagship program and it solves that problem, while at the same time giving them a glimpse inside your flagship program.So for instance, give you an example. A lot of people don't join Sold Out Courses because they have a false belief that they need to have their course ready before they join. That's completely untrue. In fact, it's much better if you join soc before you create your course. 'Cause then I can make sure you create a great product that will convert. It's much easier to help somebody that doesn't have a course than somebody that does. 'Cause now we might have to fix some massive mistakes, right? I can't just say that, right? I mean I might be able to say that and some people might go, "Okay great, I'll join." But the vast majority of people need more than just me saying that. They need belief, and so in this stepping stone funnel, I give them exactly what they need.I give them a faster, better way to get their course done and then there are upsells that help them do it faster. Like my recording and editing masterclass and what that is, is actually a segment out of Sold Out Courses. And now why do I do that? Why would I take a segment out of Sold Out Courses instead of creating something new? Well, it's because I want to give them a glimpse inside of the flagship program. Anyway, I'm going too deep into the steppingstone funnel, but I'm just giving you an idea of what that is.So my goal here is I'm going to run traffic to this offer. People buy the slide template, they buy the upsells, and let's say I need an average order value of $50. I want to be able to spend $50 on Facebook ads and make $50 so that when somebody books a call when somebody goes through that funnel and then they book a call and then they get on the phone with my team and we assess whether or not they're a good fit for the program and if they are, we try to enroll them. Those calls become free because when you're paying a hundred or $200 per call, you got to make sure your sales team is on point because there's a cost. But when you are spending $50 you're making $50 and all the calls generated from that are now free because you've broken even. You can scale a lot faster and you can make a lot more profit. You get a lot more customers, build your brand and, build your message and your movement, and all that. So the point of this is I need to make sure that if I spend $50 on ads, I make $50 and the only way I'm going to do that is if I first do the dead cold test.I first make sure that I can show my ads for this offer to a bunch of people that have never heard of me and they will buy and I can break even dead cold. I will adjust my funnel. I will split test, I will change things until I can. And once I can then I'll email my list and I'll show my ads to my warm traffic and then I'll continue. I know that if I do that, I'll be able to use that for a long time. So that right there is why you never want to email or show a new offer to your list. You're leaving tons of money on the table if you do so. Now I will do another podcast episode on the stepping stone funnel. I very briefly went into it. There's so many more, I do not recommend you listen to what I just said and implement because there's a lot of very, very key factors to the steppingstone funnel that I didn't cover in this episode because I was just kind of giving you an example. So I look to the future for an episode on Steppingstone Funnel because man, it's such a great funnel. On top of it, if you don't want to do a traditional book funnel, I mean, you don't want to write a book. This is a funnel you can put together super fast and it works really, really well. So look for make sure you subscribe and all that stuff so that you get notified when we do an episode on the Stepping Stone Funnel. But that said, you know make sure that you always do the dead cold test if you want to make sure that your offer is going to convert for years to come. Otherwise, you're getting false data and you're leaving money on the table.Love you guys. Hope you enjoyed this episode. See you in the next one.

>>> CLICK HERE to Book Your FREE Strategy Call with my Team!! <<<---- “I used to ask for all these extra chances and handouts... and sometimes I would get them and sometimes I wouldn't. But I will tell you this, when I did get those second chances, I never really did anything with them. They didn't really move the needle in my life.” So let me ask you… have you ever been in a position to help someone by giving them another opportunity to do better for themselves? Maybe you have even found yourself asking someone else, “Please, just give me one more chance!” Does “one more chance” really help anyone? Surprisingly, the answer is NO! We are each responsible for ourselves; we each control our destiny. Relying on someone else to give you an easy way out will never serve you!  In the same way, exhausting yourself constantly working to “help” someone else does not serve you either! Remember, you can lead a horse to water, but you cannot make it drink.  In this episode, I am going to cover:Why people never take advantage of second chancesHow to create your own destiny to ensure your individual gainWhy you need to start saying “no” to people who ask you for second chances If you got value from what you heard here, please be sure to subscribe and rate this podcast! Bonus points for you if you write a review! ;)  — SUBSCRIBE & FOLLOW — Subscribe to Dan’s YouTube ChannelFollow Dan on FacebookFollow Dan on InstagramFollow Dan on TwitterWant Dan’s Wall Street Journal bestselling book for FREE?Click here to get Digital Millionaire Secrets, FREE!Interested in having Dan’s team personally work with you to grow your business?Book a FREE Strategy Session here!Want to learn the 5 Keys to Scaling ANY Digital Product, Online Course, Coaching Offer, or Mastermind?Click here to watch the webinar now!Click here to Visit our Corporate Website: GetClients.com  — TRANSCRIPT — In this episode, I'm going to talk about why giving people chances rarely actually helps them.So you know, there's this common saying "just give me a chance, I just need a chance." This often happens with people who are down on their luck. They've made a lot of poor decisions and they just asked for a chance. You know, I'm not talking about people who are trying to get a job and they've actually done well and they just happen to say that as a way to get their foot in the door or anything like that. I'm talking about people that have been struggling. They have made poor decisions. They're in a real bad spot in their life and they just keep asking other people to give them chances. Okay. I'm going to tell you why that rarely helps them. 'Cause I've multiple times in my life been in a position where people have asked me for chances, just give me another chance, right? As well, I've been in the position where I've made poor decisions and I have put myself in a really bad spot and I've asked somebody else for chances. After all of that, I've really realized that that second chance or third or fourth chance doesn't really help people. I mean, yeah, there are the cases where it does where the rare case where somebody messes up over and over again. They asked for one more chance and then they stopped messing up. Sure, there is. But, for the most part, it doesn't happen. Okay. This is why.You know, just yesterday I was talking to one of my staff who is helping me with our real estate business and we have a property that we are renting out. It's a small property. It's $1,000 a month, and this woman applies and she promises that she has good credit. She promises that she has a good income. She makes all these promises, she says, "I don't have any pets" this and that, and one rule we have in this property is absolutely 100%, no pets. The reason for that is I've had pets in the property and they ruined the house and I've been told before like, "Oh yeah, no, our pets are good." As a landlord, I just, I'm sorry, I'm just not going to take the chance. It's a very hot market right now for people that are landlords, it's not hard to find a renter. So for me, I want to find a renter that doesn't have a pet just to eliminate the chance of the house getting messed up because I already spent so much restoring it. So when I look at like credit and I look at income and I look at all that stuff I try to think to myself, okay, is this person honest?If somebody has a 750 credit score versus somebody that has a 500 credit score, you know, I'm going to assume that the person that has a 500 score is probably less honest. That may not be the case, but in a vacuum overall, I only have that to go on, I don't know these people, right? I only have that to go on when I'm making decisions of who I'm going to let live in the homes that I own. So all I have to go on is like where you work, what your credit score is, et cetera. So I have a cutoff, and our cutoff is 620. You have to have at least a 620 credit score to rent one of our properties. If you're renting one of our higher-end properties, it's a higher credit score.So we explain this and she applies, she pays the $50 fee to get her credit run and a background check and her background check comes back fine. But her credit comes back as like a five is really low. It's like a 520 or 540 or something like that. Way lower than our limit. So we sent her the "We regret to inform you that you weren't approved." And she sends an email back and she says, "Well can you just give me a chance?" and she had a long sob story and for a moment, as I was sitting there for a moment, I was like, man, I was like this maybe I should give her a chance, you know, because man, she paid 50 bucks. Like, it's $50 out the door and for somebody like her, maybe that's a hard hit. But then I thought about it and I was like, well, she knew. It's not hard to check your credit score. You can go on Credit Karma and know an idea of your score in like two seconds. Plus on her credit report, it had shown that she had applied and ran her credit like a million times in the past couple of months. Like she has so many inquiries. So for me, it's like she knows what her credit score is, right? She knows. Yet she still lied and I don't know why. So again, lying about your credit score essentially, because again, she told us, "Oh yeah, no that, that'll be fine," that Dah Dah, Dah, Dah, paid the $50 knowing full well, and I don't know what the game plan there was. But if you think about it, it's a bad choice after bad choice after bad choice and her credit report had tons of bad choice after bad choice after bad choice after bad choice. So when thinking about giving someone another chance, there is a reason they need another chance.It's because they have consistently over and over and over and over and over made bad decisions, messed up, made bad choices. The only reason that they're in the position they are in is that they have put themselves in that position. The only way they're gonna make it out is if they are the ones that create a second chance if they are the ones that get themselves out. Okay, the old saying, you can lead a horse to water but you can't make them drink. The thing about it is in my life, I used to ask for all these chances and all these handouts and sometimes I would get them and sometimes I wouldn't. But I will tell you this when I did get those second chances, I never really did anything with them. They didn't really move the needle in my life.But the day I decided to stop asking other people for help and for chances was the day I decided to do it myself. I always had the ability to do it myself, I just always thought, I don't know, I guess I had an entitlement. I always thought it should fall on somebody else. I don't know why, I don't know if that's just the way our social culture is now. Everybody thinks they are owed something. Everybody thinks that people who are further ahead, or more successful or more wealthy than them, Clearly have an obligation to help them, which is completely not true. You make your own destiny. I'm not responsible for you, just like you're not responsible for me. To think that I'm supposed to give you something out of the kindness of my heart. You know, if I want to give somebody something out of the kindness of my own heart, I will.Like for instance, we're making a drop-off. I mean by the time you listen to this podcast episode it will probably be long past this. But as I'm recording this, we just had a hurricane Dorian hit The Bahamas. It just tore The Bahamas up. And I live in Florida, so I'm no stranger to hurricanes. So about an hour away, there's a drop off for supplies for The Bahamas, which is funny because all these freaking Floridians bought up all these supplies and then the hurricane doesn't even hit us or barely hits us at least at my side of the state, and the media, of course, hypes it all up, even still. So people are encouraging people to take the supplies they bought and drop them off to send them to The Bahamas. So I didn't buy any supplies cause I know better. But I thought as a side note, I find it funny, people will drink soda, sugary drinks every day and they'll survive. But when a hurricane comes, all of a sudden now they need water. Like they're going to actually drink that water. But that's just the funny side note. Anyway, so we're going to drop off some stuff, we're going to buy some supplies and some stuff we have around the house and even the office. Like stuff from old, my old mastermind, like the last few mastermind events that we didn't use and we're going to drop it off. And so that right there is because I, it's out of the kindness of my own heart.I feel for those people and I want to do, even if it's only small, I want to do something. I'm not forced to do that. I'm not forced to donate. I want to donate. People that are forced to do something and don't want to do it, they're always going to find a way out of it. So I just don't see the point in forcing people. Somebody wants to do it, they're going to do it. That's the thing is, is that what's really moved the needle in my life is when I've wanted to do something and I've made it happen myself. Again, there are tons of specific situations like for instance, The Bahamas, obviously, if somebody had their house swiped away by a wave and they have nothing and they were like, please give me a chance for this job so I can make money. I'm not talking about that instance. Of course, give them a chance. We're talking about your normal everyday person that made terrible decisions and keeps asking for second chances. Until that person makes the decision to do it themselves, to make their destiny happen themselves, to make sure that whatever they want, they create, they are the ones that made it happen. Until that happens it doesn't matter how many chances you give that person, they're never going to do anything with it because their whole life revolves around asking for things, asking for second chances, and I'm talking to two people right now.If you're the type of person that puts yourself out all the time because you keep giving and giving and giving to people who keep taking and taking and taking and never actually do anything with it, always make bad decisions, then do not feel bad when you say no next time and you know what? Start saying no cause all you're doing is dragging yourself down, or you're letting somebody else who's not willing to help themselves drag you down. You cannot help someone that's not willing to help themselves.If you are that person that always finds themselves running into a wall over and over and over again, ask yourself, are you making the wrong decisions? Are you trying to make $1million, but you won't invest money in a coach, right? Like if you're the type of person that wants to make 1 million bucks, build a business where people pay you and you make 1 million bucks, but you won't pay somebody else to teach you how, even if it's just one segment of the overall business, then what are you doing? Right? You expect other people to pay you, but you won't pay other people.That makes zero sense, right? And just having that mentality, we get emails and social media messages all the time asking, "Dan, can I buy your program and I'll pay you after I make some money." "Dan, can you give me your program for free? Can you give me for free?" Why would you want to take advice from somebody on how to make money that will just give you something for free, that makes no sense. I would not want to learn from that person. If I went to somebody who taught me, like let's say I was going to somebody that taught me how to close on the phone, close sales on the phone, and I said, "Can I get a discount?" And they say, "Yeah, sure." I wouldn't want to learn from that person. Cause that'd be like, well wait a minute. If I ask you for a discount and you just gave it to me instead of closing me at the full price, why the hell am I learning how to close from you? That makes no sense.So the thing about it is, is you have to be willing and able to drink your own water, you can't have somebody force you again, lead a horse to water, you can't make them drink. You cannot force people to do things. You cannot save people. They have to save themselves. You could only lead them. People can be led, they can not be saved. Once you understand that and you accept that, if you're the type of person that continuously makes bad decisions, maybe you'll start making better decisions. 'Cause, that's really what to me, if somebody said, "Dan, you have 10 seconds, you have to explain the meaning of life or like how to get ahead in life." and I only had 10 seconds, I'd be like, "Ah, continuously make good decisions." That'd be it. Right?If I look back on my life from being a poor pizza boy for seven years to now having an eight-figure online empire, I would just say it's just making good decisions. You make tons of bad decisions, you're going to have a bad life. You make tons of good decisions, you're going to have a good life. The more good decisions you make, the more money you make, the more bad decisions you make, the less money you make. Simple, you have to create that. And, if you're trying to build an e-commerce store, but you don't want to buy an e-commerce course, you don't want to hire an e-commerce coach. You don't want to buy things from other people just so you can study how they sell them. If you don't want to do that, then you don't deserve to be successful in that industry. You just don't deserve it because you're asking people to save you and you're not willing to drink from the fountain yourself. You shouldn't be in that industry. We don't need people like that. We need people who are go-getters. We need owners of companies and businesses of people who want to create great products, who want to put in the effort. We need that. If we don't have that, we're going to have all these crap products out there, crap companies, because people who are running them are lazy. But the thing is most of those companies don't get very far for that very reason. So again, I implore you, do not expect somebody to constantly give you a handout, second chance, whatever, make your own destiny because you ultimately are in charge.You ultimately are the one who has your hands on the steering wheel. If you want to step on the gas and you want to go, you can go. If you want to downshift, step on that gas, and floor it, you have every opportunity to do so. Sure there might be bumps in the road. Sure you might have to hang on as you fly over that pothole. But you know what? Ultimately, that's how life works. That's how business works. And you might have to swerve out of the way of a pothole. You might have to be careful in certain areas and speed through other areas. But, if you just sit there in park the whole time and whine and cry about how somebody should drive you, you're never going to get anywhere. Hope you guys enjoyed this episode and I'll see you in the next one.

>>> CLICK HERE to Book Your FREE Strategy Call with my Team!! <<<---- Have you ever felt like you have no other choice but to just make the best of things because you had no other choice? So many times in life you think you're backed into a corner, with nothing to do but accept the situation you are in, but that is rarely the truth.  Sometimes you need to realize that if the roadblock you are facing is too high to climb over, you can grab a shovel and dig under it! You have options! In this episode, I am going to cover:What I’ve learned from owning my current home and how it’s stopped me from being as productive as I can beMy “End of the World” mentality: how I put it to work for myself and what it can teach you about how resourceful you areWhy Alexander The Great was nearly able to conquer the known world at just 17 years oldWhy you miss opportunities when you accept the limitations of your situation without being resourceful first If you got value from what you heard here, please be sure to subscribe and rate this podcast! Bonus points for you if you write a review! ;)   — SUBSCRIBE & FOLLOW — Subscribe to Dan’s YouTube ChannelFollow Dan on FacebookFollow Dan on InstagramFollow Dan on TwitterWant Dan’s Wall Street Journal bestselling book for FREE?Click here to get Digital Millionaire Secrets, FREE!Interested in having Dan’s team personally work with you to grow your business?Book a FREE Strategy Session here!Want to learn the 5 Keys to Scaling ANY Digital Product, Online Course, Coaching Offer, or Mastermind?Click here to watch the webinar now!Click here to Visit our Corporate Website: GetClients.com  — TRANSCRIPT — How do you be resourceful in times of extreme adversity? We'll talk about that in today's episode.So I had something happen to me recently. It's happening to me right now actually, which I think is a great example of how to be resourceful. You know, it's not a huge deal and there've been much more dramatic times in my life, but I still think this is a great example. I'll talk about my three-year strategy in a different episode, but every three to four years, I sell whatever primary home I'm living in. That's because of the fact that if you live in a primary home for, I believe right now it's three years and then you sell up to $500,000 in gain is tax-free. So what I do is I buy a home that I like, but it's not exactly what I want. It's not exactly my dream home, but I like it.The market, more importantly, the market likes it. So I buy it. I live in it and it goes up in value. So my current home has gone up about $700,000 in value. The market's super hot right now, if there ever was a time to cash out it's right now. So I'm selling my home. At the same time, my home is 8,000 square feet on the water. It is all glass, like half of the house is all glass. So there's a lot of maintenance, a lot of maintenance I didn't realize. People told me, Dan, it's going to be a lot of maintenance. Of course, I didn't listen. The amount of time, and yes, I have a house manager. I have people that take care of all this, but still, especially during COVID and all this, contractors and people coming in and out it's distracting and I'm one for major focus.So I want to buy a condo and I want to buy a condo for two reasons. Number one, it's going to allow me to be able to focus and not have to deal with a bunch of maintenance and issues like that and just allow me to get more work done. Also, because normally you would not buy a condo if you're looking to do this strategy where you let it appreciate in value and then sell it because condos generally do not appreciate in value as homes do. Unless you live in downtown St. Petersburg, Florida, where the market is wild for condos because of the expanding downtown area. Pretty much honestly it rivals, if not, in some cases, beats single-family homes. So there are several condos at this building that I really like down downtown and I want to get one of them.So I have a realtor and all that we go in to look at think it was like three or four units there. For some reason, the same realtor has virtually all the listings in the building. She has all of them, and we're looking at the comparables and we're looking at the units that sold previously and on units that and keep in mind, the market is crazy right now, especially down here in Florida. It's a seller's market, the prices are crazy, but even that 1.9 million to about 2.1 million is the range where, even in a hot market, that's what they're selling for. We looked at this one unit that all day long, 1.9, right? That was a reasonable fair offer. In fact, it's a generous offer based on units that were pretty much exactly the same, but had more upgrades sold within two weeks prior for that number 1.9, 1.9 million.Well, this realtor has this unit listed for 2.3 million and we're like, what is going on? Where is she getting this number from? Right. She's got three, four, six condos all listed for very similar, three to 400,000 above market. Keep in mind when I say above market, I mean above fair market and fair market right now is extremely high. One of the condos was purchased under two years ago and she's asking a million dollars more than it was bought for, it's nuts. So we make an offer at 1.9 million, which is a reasonable offer and she doesn't even counter. She just says "No counter". Okay. That's kind of odd. She says "You're not anywhere near close to the asking price." I said, "Well, you're the one that put your asking price $400,000 higher than where the comps are."So, okay, fine. So we go and put in two more offers on other units again, she's got the listings. All of them come back the same no counter. We even upped our offer a little bit and we're like, "What do you mean no counter?" So she starts being extremely difficult to work with, telling my realtor there's no point showing our offers to the owners, which as far as I know, you can't even do that in real estate. So anyway, I don't want to go crazy on this. The point is she's extremely difficult to work with, and she's trying to monopolize the building because right now, she has all the listings. So in her mind, she can charge whatever she wants, because she has all the listings, right? So there's nobody to fight her on It. So after going back and forth and trying to be reasonable with this woman, she just is not wanting to play ball at all, doesn't even want to show our offers. Then she starts getting rude with my realtor so okay.Now you may think at this point, Dan, what are your options? She's got all the listings. You're just going to have to wait until another realtor grabs a listing and what can you do? Well, this right here is a perfect example of not telling yourself, "Well, what can I do?" and just not being resourceful. So here's what I'm doing. We are getting addresses for every single unit that is a unit that I would be interested in, in the entire building and sending a personalized letter with a picture of me and my son to each owner and asking if they want to sell. So we are going to cut her right out of the deal. As well I'm running a geo-targeted Facebook ad to everybody who lives in that area. I'm basically saying, "Hey, do you live at this building? I want to buy from you." I am going to buy a condo there and I'm probably going to get it for hundreds of thousands of dollars less because it's going to be a for sale by owner situation, the way we're doing it now. They're going to save two, 300 grand in closing costs. So I'm going to get it for less money. They're probably not going to ask an absurd price because this realtor is just out of her french-fried freaking mind. Statistically speaking, not everybody in St. Pete can be bat crazy.So that's what I've decided to do and that's what we're implementing over the next few days. So this right here, I mean, you have to understand, right. I remember watching some interviews with David Goggins. If you haven't heard of David Goggins, he took the Seal training three or four times. The guys just talk about being resourceful. He was in a race, a 24-hour race where basically his feet were bleeding and they were fractured and all this stuff. So he literally tied a rope or something around his ankle to cut off the blood circulation so he couldn't feel his feet and finished the race. Now, I don't know if I would do that. That's on a scale of one to ten, that's a15 on the resourcefulness scale.The point is, there are so many things in your life that you think you're backed into a corner, you're blocked. There's a roadblock that you can't jump over and it's too high you can't jump over it. Sometimes you have to realize, Hey, grab a shovel and dig under it. There are options. There are things you could do. I always do this. I always say, pretend that there was an asteroid heading towards earth and it was going to destroy the earth. All of us are going to become extinct and the president of the United States calls you up and says, "Dan, if you don't figure out how to buy a condo in this building in the next 30 days, the asteroid is going to hit the earth and we're all going to die. Your family, all the people, you know, friends, the human race. But, if you do find a condo there, the asteroid will miss us. Don't ask me why. It's just the way it is."Well, would you be able to do it? Of course, you would. It's the old gun to the head method. With a gun to your head could you do it? Yes, I could. Well, then there's nothing stopping you in the first place, because if you can figure out a way to do it if there was something in extreme peril if you absolutely had to, then you can figure out a way to do it anyway. So stop trying to only put in the effort when the entire fate of the human race is on the line or something crazy like that, and just get it done. People underestimate the amount of effort it takes to achieve great things. "Oh, well, I'm just not good at that. I'm an introvert. I'm..." Excuse, excuse, excuse, excuse, excuse, excuse. There are no excuses. You can make it happen. You're just not willing to do it. Period. If anybody has ever made it happen, you can make it happen. There is no excuse.So that's how I've lived my life and that's how I've decided to pursue anything I want. They told me I couldn't write a book in 30 days and have it on seats at the FHL conference when I was asked to speak at FHL by Russell Bronson. I said, "Well, wouldn't it be great if I could put my book on seats in the next 30 days?" They said, "Well, Dan, have you written your book yet?" No. "Well, that's impossible. You got to write the book, edit it, have it ready to go print and on seats in 30 days, it's impossible nobody's ever done it." Well, guess what? 30 days later it was done. It was finely tuned and edited. It was on seats. We made about $2 million in revenue, just from giving away five, or 6,000 books for free. It also became a Wall Street Journal bestseller. So don't tell me it's impossible. Alexander The Great almost took over the world at 17. Yet we sit here and say, "Oh, he's just a kid." No. Don't give me that. "He's just a kid. You can't expect that much, they're just kids." Well then how come thousands of years, hundreds of years ago when all those kids had was a stick and a rock, they almost took over the world. You know why? Because back then there was nobody there to tell them that they couldn't.So think about that. The next time you have a goal and you think that you have no options, that your backs are against the wall, that you're roadblocked, that the world's working against you, whatever head trash is up in that old noggin of yours... remember that, and just get it done. I'll see you in the next episode.

>>> CLICK HERE to Book Your FREE Strategy Call with my Team!! <<<---- How would you like to learn how to build your own successful affiliate program for your product from someone that’s made $25 million doing that very thing? Well, you’re in luck! That is exactly what my good friend Jeff Lerner and I are going to sit down and discuss today! Jeff has gone from a broke jazz musician to earning over $50 million in online sales (50% of that in affiliate earnings alone) over the course of the last 10 years.  Jeff is going to share with me his perspective on building assets that create a generational legacy, rather than the trendy come-and-go “get rich quick” schemes.  In this episode, Jeff and I are going to cover:The four types of affiliates, who you want to work with and who you want to avoidThe best software solutions for your affiliate program and even a few you should avoidAnd how to know if an affiliate program can function as a form of organic traffic for your business To learn more from Jeff, visit his website: jefflernerofficial.com If you got value from what you heard here, please be sure to subscribe and rate this podcast! Bonus points for you if you write a review! ;)   — SUBSCRIBE & FOLLOW — Subscribe to Dan’s YouTube ChannelFollow Dan on FacebookFollow Dan on InstagramFollow Dan on TwitterWant Dan’s Wall Street Journal bestselling book for FREE?Click here to get Digital Millionaire Secrets, FREE!Interested in having Dan’s team personally work with you to grow your business?Book a FREE Strategy Session here!Want to learn the 5 Keys to Scaling ANY Digital Product, Online Course, Coaching Offer, or Mastermind?Click here to watch the webinar now!Click here to Visit our Corporate Website: GetClients.com  — TRANSCRIPT —Dan Henry (00:00):How would you like to learn how to build your own successful affiliate program for your product from someone that's made 25 million doing that very thing. That's what we're gonna talk about in today's episode.Dan Henry (00:33):All right, everybody, we have a very special guest today, a good friend of mine Mr. Jeff Lerner who has been in this game for quite a bit of time. He's done over 50 million total in online sales in about a decade. He used to be a broke jazz musician and built his way up to the powerhouse that he is today. But, what we're specifically going to talk about is how 25 million of that came from his very own affiliate program to promote his products. We're gonna do something kind of special today. I'm going to intro him and then we're going to pose a question. How would you build it or how would you do it. I'm going to give him a theoretical task per se and he's going to tell us how he would build an affiliate program around it. So I think this is gonna be a really great episode. Jeff, how are you doing man?Jeff (01:33):I'm ecstatic, Dan, grateful to be here on your show and getting some of your highly valued time.Dan Henry (01:41):Well, I appreciate you being generous with your time as well because I know you've got money to make and a company to run. We were actually talking about that you know before we started recording, we've both done pretty well in this industry but we have very different business models. You know you have that big team and the big goals of building a huge company and I'm chilling here with my little 10 person team trying to suck up all the profit and just relax on my boat but, that's so cool man is there are so many different ways to do it. So before we jump into the how you would build it, just real quick give a little bit of background on where you came from and what that journey looked like just so that we have some context of who we're talking to for any of my audience who may not have heard of you yet.Jeff (02:40):I'd love to and I appreciate the opportunity to share and get to know a new audience. I've been a part of your audience for a while now, Dan, so it's nice to get to I guess address myself and others out there. So yeah I guess I'm forty-one years old which makes me probably in a little bit of the maybe the upper half of the digital marketing echelon out there, walking around it like big DM events I feel like a little bit of the old guard sometimes. I think that gives me a perspective. Actually I should say that I've seen a lot of things come and go. As time has evolved I've really anchored myself to just I just want to build assets. I mean that is something you and I are totally aligned with.Jeff (03:26):I want to build assets that create a generational legacy and can power my life and the life of future generations. I'm so over this flash in the pan, how to make a quick buck online nonsense that unfortunately kind of pervades the space. I think that's for both of us one of the secrets to our success is the willingness to delay gratification and do long term thinking. So when I started in 2008 I mean there I'm dating myself. I was a broke jazz musician. I was a total of four hundred ninety-five thousand dollars in debt. I had spent most of my 20s trying to start businesses. This sounds kind of funny trying to start marriages.Dan Henry (04:07):That's way harder than a business.Jeff (04:10):Oh yeah. Well, I failed at all of them. I failed at seven businesses and two marriages in my 20s. It was a hard time being what's what. I don't know which one's worse being a struggling musician or a struggling entrepreneur but I tried to do both at the same time.Dan Henry (04:25):Well, at least one can play the guitar.Jeff (04:26):Yeah, and I know you know. I mean you're a musician yourself and you know the challenges, in fact, we had a great conversation where you were like you know the one thing that does translate is musicians are very very clear on how hard it is to master something that's technical and difficult. So we do apply that to our entrepreneurial endeavors and it's one of the reasons I think we've both succeeded is we just we'll just work, we don't mind spending 10 hours locked in a six by eight room just learning skills because that's what we had to do to learn our instruments. I applied that right out of the gate in 2008. I had tried, I'll spare you the saga of all the businesses that failed but the final one was a set of franchise restaurants I had two franchise restaurants they never should have given me the bank loans in the first place but it was 2006.Jeff (05:12):The banks were crazy, they would loan money to anyone with a pulse and occasionally even people who didn't have a pulse. There were literally people getting loans in the names of dead people at that time, they just didn't verify anything. So I ended up getting way in over my head, and opened these two franchise restaurants right into the mouth of the Great Recession. The world was collapsing and the mortgage bubble was bursting. I was doing commercial lunch deliveries and all those companies slashed all their budgets and, I was like I said four hundred ninety-five thousand dollars in debt by the fall of 2008 about three hundred and thirty of that was actually to the U.S. government because they were small business administration federally guaranteed loans. A lot of people don't realize when you default on an SBA loan it's essentially the same as defaulting on your taxes like your creditor is the U.S. Treasury.Jeff (06:06):So there's nowhere to hide like I would have to leave the country and they probably go get me. I mean there was nowhere I was gonna go to get out of paying most of that money and the rest of it, the balance of it was mostly to these big real estate investment trusts that have mean, aggressive lawyers that will chase me to the ends of the earth too. So I had two choices at 28 years old, it was declared bankruptcy but even then you can't bankrupt out a U.S. Treasury debt or...Dan Henry (06:36):When you owe the government money that's it, man. Trust me I know I had a two hundred fifty thousand dollar bill from the IRS and you can get away from Verizon and Bank of America, but you can't get away from them.Jeff (06:47):Exactly. So that was the best thing that ever happened to me though because I think a lot of people go online and they're like Man if I could just pay for it make an extra five, and I'm not demeaning this perspective but, like if I could just make an extra five hundred dollars a month I could cover my apartment or my cell phone bill and that would. For me, I had to make 40 grand a month, basically, I had to make an extra half a million dollars and I figured I had about two years because in 2008 the banks were kind of gridlocked because of all the defaults. They were having to foreclose on houses and I could just see that I had a little bit of time but not all the time in the world. So I had to make half a million dollars extra money in two years as a jazz musician. The only way to do it was a total go big or go home situation, right? So I went headlong into affiliate marketing at first, threw myself into it and figured out pretty quickly I was going to need to sell high ticket products if I was going to accumulate those kinds of commissions, and found a really good program.Dan Henry (07:41):Amazing how everybody at our level always comes to the conclusion that you got to sell high-ticket.Jeff (07:51):You've got to sell high-ticket and if you want it done right you gotta do it yourself. This means even though affiliate marketing is usually presented as a lifestyle business, for me I recognize very quickly I was gonna have to get on the phone and close some sales myself. I know that you're no stranger to that, right?Dan Henry (08:02):Yeah absolutely. Absolutely get your hands dirty and so I just closed a fifty-five thousand dollar sale today and I don't get on the phones much but I will for that.Jeff (08:14):I don't doubt it. I still do a one to one interview in our company for our highest ticket program. I'll get on and qualify a person and sometimes I'll say no. I'll say listen I just don't think you're a good fit and, that's you know saying no to someone who wants to spend sixty thousand dollars it takes a certain amount of discipline. I just, anything I could do to get my hands dirty, learn the knowledge, develop the skills, and make the money I did. I was desperate and hungry and aggressive and, in 18 months I paid off four hundred ninety-five thousand dollars, and that kind of kickstarted a career that's now twelve years in the making.Jeff (08:50):I've been an eight-figure affiliate marketer as an affiliate, not as an affiliate owner.Dan Henry (08:55):Right just as an affiliate and I imagine that experience taught you a lot when you went to create your own affiliate program right?Jeff (09:01):Oh my gosh, yeah. Lead Generation, optimization, conversions. You know, the nice thing about being an affiliate marketer is you become super myopic about getting the return on your own investment, right?Dan Henry (09:14):Right. Because you generally only get half.Jeff (09:17):Yeah yeah. Exactly you're having you make, you're having to achieve ROAS without getting to collect all the money.Dan Henry (09:23):For anybody that's wondering what ROAS is, its return on ad spend. So yeah let's say I have a hundred-dollar product and I spend you know 20 dollars on a Facebook ad or whatever it is. If it's my product well that's a profit of $80. But if it's an affiliate product and I'm getting half, now it's a profit of $30. So you really have to be tight and you really have to be dialed in to make a good amount of money at it like that. So let me ask you, in doing that it obviously taught you a lot about being an affiliate and growing your own affiliate program. What was the reason why you decided to create your own affiliate program and how would you compare that to paid media?Jeff (10:11):Yeah. So for context, I did affiliate marketing for five years from 2008 to 2012. From 2013 to 2018 and this is an important part of the story, I ran a digital agency. I started my own agency. I know you've been in the agency business, started selling my know-how to businesses. That was actually my first experience of "growing a real company" right? As an affiliate marketer it's a lifestyle business, right? You work when you want, you can expand or contract staff as needed. It's all V.A. You're not having to pay payroll taxes and be on the hook for workforce services and unemployment and carry workers comp insurance and all this traditional business stuff. In 2013 when I made the switch to running an agency it was like OK if I'm going to scale this I'm going to have to build a real business.Jeff (11:03):I got an office, I had 5000 square feet at one point we had over 50 employees and we scaled that pretty big. I learned a whole different set of skills. What I lost in doing that as B2B is I lost touch with empowering, for lack of a better way to say it, empowering the little guy or essentially empowering who I was when I started, right? When I started I was the little guy, I was desperate and hungry, and like hey is there a way I can change my quality of life. I missed connecting with the old version of me and all the other people like that. So 2018 I wanted to kind of step back into the world of being and empowering the little guy, the upstart, the entrepreneur that I think is the fabric of the American dream which is like anybody can do it.Jeff (11:55):But I had all these skills that I had developed from growing a real, again forgive the term but, a real business, a real company. So I looked at it and said OK, the way to get back into working with and empowering again, maybe forgive the term, the little guy, is to actually create my own set of products that have my own affiliate program. That was a whole new education that I want to talk about in this conversation because I've learned from being on both sides of affiliate marketing that not all affiliate marketing is created equal and, not all affiliates are created equal. So anyway I'll expand more on that but, I think your question I wanna make sure I'm very specific in value-based for answering your specific question which was what would I do now to grow an affiliate program?Dan Henry (12:47):Well, I'm going to ask you a very specific question on how you would sell specific products in an affiliate program. Before we do that I just wanted to get your basic take on how you would compare running your own affiliate program for your product to paid media, What would you say the biggest pros and cons are?Jeff (13:13):Okay. Great question. So I mean the difference is obvious when you're spending your own money, you're spending your own money, right? You have a level of sensitivity to the result that is very in the moment. You're not going to go three days without checking your numbers when you're dropping your own five, ten, twenty thousand dollars a day, right? Whereas and this is the issue, so for anybody who's an affiliate out there scanning opportunities in the market, knowing what I know now I would never want to join an affiliate program that wasn't administered by someone or some business that had at some point had to be in the shoes of an affiliate, right? Because the problem with a lot of affiliate programs is they're administered by people that have never been affiliated and, because they're not spending their own money to prove out the funnels and optimize the funnels and refine the offers, they kind of don't care. The dynamic is this, where you can have affiliates that are losing money and you're still making money because you're not spending anything on ads and you're just kind of keeping what they're losing. Eventually, you figure out there's enough of a turnstile out there of people that want to be affiliates, that they'll power my company even though it's not a particularly great affiliate program.Dan Henry (14:40):Well let me ask you this because there are two ways, in my opinion, there are two ways to really approach an affiliate program from a high level. Number one is the traditional affiliate program where you find affiliates or influencers or people who are experienced affiliates and you try to get them to promote. That's the one I kind of hate honestly. Then there's the other one where instead of doing that you simply ask your customers and you educate your customers on how to spread the word. You keep it very customer-focused and not you know old school affiliate focused. If I ever did do another affiliate program that's the road I would want to take. I would want to show my existing customers how to make some money with the proven products that I have, as you said, spent millions of dollars on refining. What is your take on the difference between those two high-level strategies in terms of number one, going after seasoned affiliates trying to get them to promote versus really just educating and empowering your customers, not necessarily professional affiliates?Jeff (15:49):Yeah yeah, I get it. So. So actually I'm going to complicate the question if you will allow it. I've broken the affiliate marketing world. Again this is this too is an oversimplification but it's because sometimes you have to oversimplify for purposes of discussion. I've broken the affiliate world into four categories. There are newbie affiliate marketers who are looking for a quick buck and that's a huge group out there. Then there are newbie affiliate marketers who're new but they're actually willing to do the work and they want to build assets and they're taking a long-term view and they're willing to do it the right way. That's an important distinction which I'll explain. Then there are affiliate marketers who are only concerned with what we call EPC - Earnings Per Click, which means they have a big list and all they care about is how much money they can make from the list. They're willing to do whatever it takes to maximize that number even bending ethical lines or putting the offer at risk so to speak. Then there are experienced affiliates who also have a conscience and do good business over time. So it's four categories. You have newbies that want a quick buck, newbies that have their head in the right place, experienced affiliates that want the most money possible and don't care what it takes and, experience affiliates that also have their head in the right place and want to do things the right way.Jeff (17:15):Obviously, I'm only and, I think any affiliate owner should only be interested in working with experienced affiliates who also aren't excessively greedy. Meaning they're willing to compromise your offer and put it at risk just to squeeze out a few extra bucks. Or newbies who have their heads in the right place, newbies who have their heads in the right place are usually, to your point, going to grow out of your customer base. There are some experienced affiliates out there and it's worth finding them, who will come in and they're usually people that are really good affiliate marketers. But they've been fatigued by seeing offers disappear and seeing companies implode, usually because of the behavior of affiliates. Let's say for you, you have a course that teaches people how to start a digital agency right?Dan Henry (18:16):No, I haven't sold that in years. So we sell my book and there are some ups sales after the book and then we have a program called Digital Millionaire Coaching where we, my team works with you personally to build your, it could be any digital product business. It could be online courses, coaching, consulting, masterminds, and then we have my Elite Mastermind which is where you get direct access to me, meet with me every year several times in my office. Let me ask you this, I did have an affiliate program a long time ago and I talked to Dave Woodward. We did a podcast episode with Dave Woodward about this and here's the problem I ran into. Let me just kind of tell you my theory on this.Dan Henry (18:55):What was happening was we were letting people promote the products and I was spending hundreds of thousands of dollars a month on Facebook ads, as well as paying for 50 percent or whatever it was to affiliates. Well, when we went back over the course of about a year and, by the way, that was such a nightmare because literally, we had so many support tickets. You know somebody would make an affiliate sale and within five minutes they're emailing my staff saying "When will I get my commission?" And my staff over here like "What? Go away. just go away, you'll get it when you get it. Stop emailing". It was just so much it was just ridiculous and then we'd have affiliates fighting over things and I'm just like I don't want to do this. So already I had a bad taste in my mouth.Dan Henry (19:43):Then I go and I do an audit and I find out that over the past year 90 percent of the affiliate sales that we paid out on actually first came from a Facebook ad and I really looked at the situation and I took a strong and, I knew that maybe this would you know deter future affiliates but I shut the program down. I completely shut it down. I said "Listen guys sorry I'm not doing anymore. I did not get into this business to get 500 emails a day asking when you're gonna get a commission that you generated five minutes ago. I'm just not going to do it." As well I was giving half of my revenue to people who, in theory, I thought I'm going to make these sales anyway because they're going to get my funnel, they came from Facebook ads. I found that a lot of people were just sharing links, "Oh, use my link, use my link" and I'm thinking that's not why I made this program, I made this program so you bring in new customers.Dan Henry (20:47):So then I shut it down and, immediately over the next month, the second month, third month, fourth month, our sales did not dip at all but our profit doubled. Ever since then I haven't run an affiliate program. So I asked Dave Woodward because he built the affiliate program over at ClickFunnels, I said "Tell me about this. Like what is your take on this." He said for somebody like me it makes total sense. But obviously a company like ClickFunnels with hundreds of employees and all that, they have a much longer-term strategy. But for me, I'm about the profit you know? So here was the theory that I posed, and this is actually why I brought you on this episode today is.Dan Henry (21:38):I said to Dave OK let's say I wasn't going to run Facebook traffic right? Let's say I just wasn't going to do that. I was only going to generate sales through affiliates. At that point, I would think it would make sense because then I'm paying affiliates on new sales and they're going out, they're not just piggybacking my Facebook ads. So my question to you is because look I like to own my traffic. I don't like to be tied. Even though we've made millions for Facebook ads you're talking about a company that the more you spend the more they charge you and you get no support, right? I've spent millions of dollars on Facebook ads and for most companies, you would get dinner. You'd have dinner with somebody at the company, I can't even call anybody, I can't even email anybody. It's ridiculous. So to me, I want to start owning my traffic. So here's my question to you. Let's say that I wanted to promote this book Digital Millionaire Secrets. It has about a $50 to $55 AOV it's really good. For anybody listening that's Average Order Value because we do have some upsells after this. So basically the average customer that buys a book, the average what we make is about $50, $55. So let's say that I got a letter from Mark Zuckerberg. It says Dan I don't like you, you suck you're never advertising on Facebook again ever. Then I get a letter from Google and they say Dan you're ugly, we don't like you, you're never going to advertise on Google. Basically, let's just say that I completely get banned from all forms of paid advertising and my only choice left was organic marketing and I wanted to do an affiliate program. I wanted to basically say to everybody who bought this book not necessarily affiliates like professional affiliates, but just people who really love my book if I were to say guys I'm going to show you how to make some extra money promoting my book something that already works. All you gotta do is you don't recommend people the book and you're going to get paid half of all the upsells. My question to you Jeff, is if that actually happened to me and, thankfully it hasn't but if it did how would you do it? If you were me, with what you know of course. How would you build out a program to allow my customers to promote this book and you know replace paid traffic?Jeff (24:07):I am so excited to answer that question. First, can I add a little bit of color to everything you said in asking the question? So first of all I think it's because as an affiliate, for me as an affiliate program operator and you as a potential Affiliate Program operator I feel like this conversation is kind of like our platform to address our current or potential affiliates and be like listen, please don't be knuckleheads. Don't send support tickets five minutes after you make a sale asking when you're going to get paid when I can see that you haven't even logged in and set up and connected your bank account. You couldn't even get paid even if we were trying to release your commissions. It's funny when you when I knew we were going to have this conversation I made notes on my board about those four types of affiliates and the first one I wrote down was newbies who clutter up your support with excessive tickets.Jeff (25:00):I literally wrote that and then you just described it. As affiliate marketers, I think everybody needs to have a perspective on realizing the role you play in the ecosystem and the role you don't. Whatever company you're an affiliate for, it's a real business and it has a lot more going on than just running traffic and getting paid. So you've got to develop that sophisticated long-term relationship and you can even look at all the changes ClickFunnels has made in their affiliate program lately. I'm sure some affiliates are grumbling about why they are changing all this stuff but you gotta understand what it's like to support. Dan, you just did a great job of describing it but to support that many affiliates but, you also have to understand the economics at play. So like for ClickFunnels they have a $97 a month product but they're a SAS company.Jeff (25:49):So what they're actually building for is a backend valuation where it probably cost them more than ninety-seven dollars to acquire a new customer through paid ads, but that ninety-seven dollars per customer probably gets valued at 20 months on the backend. So it probably adds two thousand dollars to their valuation every time they do. So from a cash flow perspective, they could spend five hundred dollars to acquire that customer and as long as they had the credit to fund it, in the long run, it would be a good trade. In the short run, it might drain all their cash. So they have to rely on affiliates for that reason. Someone like you, you have a 55 dollar upfront AOV. You probably have a five hundred or a thousand dollar LTV, Lifetime Value. So you don't have to rely on affiliates. I realized at a certain point neither did I and, I actually did the same thing just you know I scuttled my affiliate program. It pissed a lot of people off. There were memes of Jeff Lerner with devil horns because "He robbed us"Dan Henry (26:53):You know what though? Screw that, screw that because you know what to me I was getting robbed. Dude, I'm sorry but, if I sign you up to my affiliate program and I say promote my product you have to be a complete idiot not to understand that the purpose is to get new customers. You don't go on my Facebook ads, you don't go in my group, you don't go on my comments and message people and say "Hey are you going to sign up for Dan's program? If so, use my link." You don't do that. If you do that, I don't suck, you suck. OK. That was ninety-nine percent of affiliates and I just said you know screw it. That's the thing is I know guys like you, guys like Russell, guys like Gary V they want to build these huge companies.Dan Henry (27:39):When you build huge companies you do come under a lot of scrutinies. I have a small team of 10. I sit around chilling, listening to music most of the time. I work maybe five hours a day. I take multiple six figures a month profit and I try to enjoy my life. I don't try to build the next Facebook or the next big thing and that's just my personal lifestyle. So for me when I say you know what guys we're done here like I'm just not dealing with it. That is one good thing about being as big of a small guy as possible is that you can say it and that's it. That's the thing is, I'm considering an affiliate program for this book so that I give my readers and the people that follow me and my fans a chance to make some money but I'm not going to give them free money. I'm certainly not going to answer stupid questions about where's my commission five minutes after this and that. I'm just not going to do it and I'm just upfront about that. So I totally feel you.Jeff (28:42):It makes perfect sense. So you know the nice thing and why I do think I'm probably a good guest to have on to address this question is because you know I scuttled the affiliate program and then I reinvented my company. Relaunched with a modified offer that's a better offer and, then eventually reintroduced the affiliate program in a way that has been very effective. It only attracted the right people, and this is key, it's repelled the wrong people. So they don't come in and create those problems so I will tell you there is hope there is a way to do it that can be really...Dan Henry (29:20):Full disclosure half the reason, well no I'm not going to lie. 90 percent of the reason I had you come on this podcast was so I could potentially take your advice and actually implemented this.Jeff (29:30):Imitation is the highest form of flattery. Good artists borrow, great artists steal. It's all the entrepreneurial way.Dan Henry (29:37):Well, I always say that the best way to get free consulting calls with high-level entrepreneurs is to interview them on a podcast.Jeff (29:44):Amen. I started my own podcast for that very reason. I had John Benson teaching me copywriting last month. It was amazing. These are people that would be like ten thousand dollars an hour.Dan Henry (29:55):Exactly. But if you've got a podcast it's free.Jeff (29:59):Exactly. So yeah I mean here's the thing we reintroduced it. It's a lot harder to change the culture of an affiliate program than to just start it the right way. I ended up shutting mine off because I was fighting the battle of trying to change the culture from exactly what you described. So now you know, first of all, we have an application you have to apply to be an affiliate. You have to be approved to be an affiliate or you have to be a customer to be an affiliate.Dan Henry (30:30):Oh, I would put that number one you absolutely have to be, I wouldn't let somebody promote my book that hasn't bought my book for sure.Jeff (30:36):I will tell you this and maybe I shouldn't because it's not a huge number of people and a lot of them are currently with Entra. There are some really established affiliate marketers out there who are also ethical and won't blow your company up. They do exist but you got to go network and find them and usually like to become friends with them. Because those people are looking for a place to call home that isn't going to blow up and isn't just greedy and you know doing things the wrong way. Again you usually have to find them, befriend them, build trust with them, and then they can come on and do great things for your business. I have individual affiliates that drive seven-figure plus per year in sales but I can trust that they're not out there making false promises. You know you have a book called Digital Millionaire Secrets if somebody goes out and creates a little bridge page that's like "Hey put in your email here my buddy Dan's going to teach you his formula to guarantee to become a millionaire in six months." They're going to blow your offer up, you're the one that is going to get shut down because of that. Right. I don't think a lot of affiliates recognize how much harm they do to the offer owners when they overstep trying to get that extra dollar.Dan Henry (31:49):To be fair, I do have people that read my book, joined my program and did make me crazy, but I do have people who hit a million dollars in six months but that's not everybody not by a long shot.Jeff (31:59):You have to just use common sense like you can't guarantee an outcome when the person implementing the process is at least in part responsible for the outcome, right? I couldn't guarantee somebody is going to lose 50 pounds if they sign up at my gym because they still got to come in and do the work.Dan Henry (32:15):Exactly. Do you know how many people say Well Dan you know I'm almost through your book I've been reading it and haven't read the whole thing, and then you'll get people that have read the book and then and I'll say something like well, hey, have you implemented it? It's like well no, not yet. What do you mean not yet? What are you waiting for? So you can't guarantee that because you just can't control what people going to do but again I think a lot of that comes into, like you said, approving the right people to promote and giving them perhaps an education that says listen you can promote my book but do not say this, do not say this type of stuff.Jeff (32:58):Yeah. I mean the most draconian way to do it is to make them submit all their materials for approval before they're allowed to promote anything. I personally haven't gone that far, I haven't had to. I don't have a little bit of a trust that has worked so far. I will tell you one of the very key things as an affiliate program owner and manager, aside from creating the right culture and defining the right standards and making people realize it's a privilege to promote your offer and, that you will boot them out at the sign of impropriety. As to your point, you have to be very tight on tracking. This is where I got really frustrated with a lot of the programs out there like Post Affiliate Pro and Top Affiliate and even Pay Kickstart, which is one of the better ones.Jeff (33:49):They don't have really really good reporting from setting something as the first touch versus last touch. Creating timed cookies like.Dan Henry (33:59):Well, also there's the accounting aspect. There's when you're CPA comes knocking and says, OK who do I got to pay out, where are their 1099's, all that. Let me ask you this. What do you think about Entreeport for that and do you have a preferred platform?Jeff (34:19):I mean full disclosure we built our own because the level that we were trying to go to we just knew we were going to break any off the shelf solution we tried to implement. We're also trying to do things. I mean we are trying to go to that nine-figure per year billion-dollar valuation type of level. So my problems aren't everybody's problems. Let me say that up front, you don't have to create your own software to do an affiliate program. Entraport is great. I tried loving Infusionsoft as long as I could but I can't do it anymore.Dan Henry (34:52):No, no, gosh. You would have to be an absolute masochist to use Infusionsoft in my opinion. I don't mind saying that.Jeff (35:00):Yeah, I don't mind agreeing with you and, I have friends that work in management at Infusionsoft and I'll look you in the eye and tell you...Dan Henry (35:13):Yeah, if you're just really kinky you just like self-harm and self pain then use Infusionsoft, right?Jeff (35:13):If your idea of a good Friday night involves somebody with a whip and hot candle wax then you might consider Infusionsoft.Dan Henry (35:19):Yeah. So I'm just thinking like Chuck Rhoades from Billions, he would use Infusionsoft. I'm going to get so much heat for just raking Infusionsoft over the coals, or confusion soft I'll take a page out of Russel's book.Jeff (35:37):I mean for managing affiliates it's a debacle. The thing is I don't think Infusionsoft wants that business. They got the money from Goldman and they said we're going into small business B2B retail marketing. I think they wish that all of us internet marketers would just go away.Dan Henry (35:53):Oh well, you mean like the people that know better?Jeff (35:56):Oh totally. The people that built them, they don't want them anymore. But Entraport is great.Dan Henry (36:07):For affiliate management? I know it makes great pages, I know it's got really great e-mail stuff going on. Let's say I want to go okay. Who made what? Who gave me a 1099. How can I send a report to my CPA with all the addresses and everywhere they need to send the 1099 and what they made. Is it good for that? That's the part nobody talks about.Jeff (36:28):On the financial controls and compliance side. I have found that it's better to manage that through your payment provider than through your CRM. Let me explain what I mean. So we use Ipayout you cannot physically get paid from I payout unless you've submitted your tax documentation.Dan Henry (36:50):Is that a platform or is that like a service?Jeff (36:54):It's a managed service. I mean I would say yes to both but it's a multinational payments processor. Somebody comes into our system and I mean this is this right here for somebody that wants to do it. Ipayout's legit. They can send money. You know Paypal even doesn't pay out in every country. If you have an affiliate in Pakistan they can't get paid through PayPal but they can through Ipayout but nobody gets paid through a payout unless they've submitted either if their U.S. base they have to submit their U.S. W9 I guess it is.Jeff (37:45):They generate an issue that is 1099s. They do it for international people too. There's a different form that international affiliates have to submit that essentially absolves you from U.S. tax liability. So I would manage that through the payments processor, not through the CRM.Dan Henry (38:01):OK. That's head spinning right now. I'll have to look into thatJeff (38:03):Literally Dan that's a million-dollar piece of advice if we just ended the podcast now I just gave you some gold.Dan Henry (38:09):That's far more efficient I would imagine and cost-effective than having your staff do it.Jeff (38:15):Yeah. You're not chasing them after the fact going "Yo yo we paid you we need your tax form" it's like, "Hey we got money for if you want to get paid this is what you have to do.Dan Henry (38:25):Oh, I don't pay people until they... This is how I used to do it. I say "You can make as much money as you want but if you don't submit your tax stuff I'm not paying you. And if we hit the deadline and you haven't guessed what I get all your commissions because I'm just not playing" I'm not playing that game.Jeff (38:36):That's the other nice thing about Ipayout is over time you accumulate breakage because affiliates, God bless affiliates, I love you, I am you, you power the internet. But, you're also such nincompoops sometimes about running your business the right way. We have affiliates that'll go a year. They'll have five or ten thousand dollars in commissions in their Ipayout account which is like an escrow account and they never claim it. After a certain amount of time we just call it back. So you actually will get a break doing it this way.Dan Henry (39:10):OK. And would that connect to something like an Active Campaign and Entraport?Jeff (39:15):Oh totally. I mean for the record we use three different email providers. So this another hard one lesson is we have an email provider for our list for our non-buyers' list. We have an email provider for our tripwire buyers list who didn't graduate into any of our higher-level products and we have a different email provider for our higher-end buyers so that we have totally different mail service servers, totally different mailing domains. We use Active Campaign, Entraport, and Sendly.Dan Henry (39:50):I prefer these days to only have customers, meaning I don't like to run a ton of free stuff like I mainly promote the book.Jeff (39:58):Listen, Dan, we make a crapload of money monetizing our lists and I know it's a little extra work but it's also the easiest money you'll ever make because you don't have to support it.Dan Henry (40:08):Yeah. Well, the majority of my list bought my book so it's like seven bucks for the book but it's $10 now because we do two-day shipping. But it's still buyers, there are still people that bother to take five minutes to put in their credit card info. We still do run my webinars and stuff like that and I guess there are quite a bit of people who haven't made a purchase yet. Let me ask you this, in terms of Entraport is that the one? I understand you have your own affiliate, and I get it, man I must have broken Everwebinar probably 10 times, right? That's why I actually built my own stack for my webinar. If somebody wasn't going to go to the trouble of building their own platform and they wanted to use an affiliate platform, which one would you recommend?Jeff (41:06):I think Entraport is good. ClickFunnels in the Internet marketing space, there's a lot of what ClickFunnels does reverberates through the space. Click Funnels used to have a two-tier affiliate program. So there's a lot of people that want to have two tiers and they maybe even still do to some nuance I don't really understand. So there are a lot of people that want to have two-tier affiliate programs but you introduce a whole other order of magnitude of complexity from a tracking standpoint trying to implement two-tier. So my first piece of advice is don't. Just do a single level affiliate program right. Frankly, the behavior that multiple tiers drive from people ends up becoming more recruiting and MLM than actual value-driven. So that's my first piece of advice. Because as long as you're talking single-tier affiliate programs I think that the platforms on the market that do well enough for most people are Entraport, Pay Kick Start and, then if you're going to be working with sophisticated affiliates who are going to hold your feet to the fire around tracking, cookies, and reporting then something like Cake.Dan Henry (42:23):Yeah. Actually, I was talking to Russell Brunson earlier this morning and he mentioned Cake. What is that exactly?Jeff (42:30):Cake is just a really good sophisticated CRM affiliate tracking, CRM/Affiliate tracking, I would call it almost a revenue optimization tool they just give you so much granular data that sophisticated affiliates are going to sometimes want to see.Dan Henry (42:52):Yeah. My goal is to keep it simple and just.Jeff (42:56):You can probably do Pay Kickstart or Entraport from what you're describing.Dan Henry (42:59):All right, cool. off to look into that. Let me ask you this in terms of strategy let's say I were to say, "Alright guys here's my book. You've read my book. Yay and sign up here to get a link where you know you can recommend this book literally all you have to do is recommend this book like you normally would and you'll make some money." How would you approach that and what would you do? Or do you think that simply having customers recommend the book isn't enough and that you would absolutely need pro affiliates to come in to drive even close to the same amount you could drive with paid traffic?Jeff (43:51):I'm sorry Dan I'm going to ask you to repeat the question. I just realized I'm two minutes late for something and I'm going to buy myself about 10 minutes.Dan Henry (43:57):Oh, no worries no. Yeah. I just realized that we had a coaching call and I had to tell my team to use a different zoom account. I want to be respectful of your time. So this would be a good question to end on.Jeff (44:15):Yeah, So I ask the question again and I'll nail it and then we can break.Dan Henry (44:19):Yeah. So basically let's say that I went to my list of people that bought my book Digital Millionaire Secrets. I said "All right guys you know you're going to recommend the book. I'm going to give you some you know here's how to sign up. I'll give you some videos on how to recommend the book. And when you recommend the book you're gonna get half of whatever they buy." So if I say that right could I do that with existing customers and replace them? What I would be doing with Facebook traffic or would I have to you know simply having my customers recommended if I did a good enough job educating them or would I have to move to get in some big affiliates to fill that gap.Jeff (45:04):I think you'd be very unlikely to replace the volume that you can run with paid traffic from inexperienced affiliates.Dan Henry (45:13):Even if we went to just customers referring to each other or started referring to the book, contests giveaways all that. You know, because if you think about it in theory right. Like, let's say you really want to scale traffic and you have a $50 AOV and you know as well as I do when you push let's say it costs you $50 to sell for $50. When you push now all of a sudden it's costing you $60, $70, $80 to make the same amount because you're pushing and you're really trying to scale the cost up. So with an affiliate program if you have $50 AOV and you're giving away $25 you know what your cost per sale is all the time. So you know what your cost basis is. But the question is how do you get the volume. What would be your biggest answer to that?Jeff (46:06):You have to I would probably really look at the payout. One of the ways you can get pretty quick feedback on this is you could list your offer inside of a click bank type of platform because you're very quickly going to find out if your payout is competitive enough to attract affiliates because the reality is on a $50 AOV what it costs to generate a book buyer twenty-five dollars may not be enough. Rather than waiting for your customers to tell you that you could get some pretty quick feedback inside of a platform where you have comparables.Dan Henry (46:39):I mean if I can get the volume I'll pay frickin 80 90 percent. I don't care.Jeff (46:44):Well, that's the thing is I think you might end up having to give all of it away upfront because even if you're no longer subject to the economics of paid traffic now you've pushed that over to your affiliates. They're subject to the economics of paid traffic. So you've still got to give them an offer where they're trying to generate a book buyer, can they do that profitably when it pays them twenty-five dollars? That's a big unknown for me.Dan Henry (47:14):I was talking to Russell earlier and he said that still, the majority of their traffic, especially on the books and stuff comes from affiliates. You know as well as I do the ClickFunnels community for the most part really isn't big affiliates it's just people that did ClickFunnels and talk about it a lot. I would not say they are pro affiliates.Jeff (47:38):It comes down to critical mass too. I mean you know Clickfunnels they're big enough and they have a very established customer base. If every one of their customers refers an average of one person that's two hundred thousand book sales. You know if somebody with a 10,000 person audience has that same algorithm then that's ten thousand book sales but then it's not enough for them to sustain and grow you know and some people only have one thousand-person audience. I can say I'm a pretty big player. I'm not nearly obviously as big as Russell. For me, I couldn't replace my paid traffic customer acquisition with my customer base as affiliates unless I got really aggressive on the payouts and really aggressive on the training side. Probably to the point where I said “Look, you're your primary new business angle is going to be to promote my affiliate program and here's some really aggressive training on how to do it.”Jeff (48:41):We have a $39 course with an $80 AOV. I would probably have to pay, my guess is a hundred bucks per sale. Like a loss leader, I'd be paying out one hundred and 120 percent per sale just to know I was giving them enough commission to be able to go run paid traffic because if you can't run paid traffic and there's not enough money in your affiliate program for them to run paid traffic, then nobody's running paid traffic and you're totally reliant on organic word of mouth. It's a lot slower way to grow. If you can load commissions in your affiliate program that your affiliates can go run paid traffic and you force them to use their own, this is another nuance I'm meant to mention one of the reasons we built our own system. You have to force your affiliates to use their own domains. You can't have them running traffic to your domain with just a little extra variable to track it to them or else eventually your domain will get burnt up.Dan Henry (49:44):Yeah. Well, I also don't want to distract my readers from building their own business because that wouldn't be good for them. I would be like "Hey your business is your focus, but here's how you make some extra money promoting my book." So one thing I'm glad we had this conversation because I definitely think that it's probably not for me at this time or if I was gonna do it I would do a 30-day test be like, "Hey guys we're opening up an experiment, an affiliate program for 30 days. Here's a prize you know the top affiliate gets this thing and then the affiliate program shuts down." It's a 30-day window, and then we run it as an experiment cause the last thing I want to do is get into a position where I'm running pay traffic and then I have affiliates who are just going and doing the same thing they did last time because at this point I could track if they clicked first on a Facebook and I could just deny the payout.Dan Henry (50:37):Now you're talking so much of a pain in the butt technically and all that so. Well, this was good stuff man. I appreciate it and I hope that the people listening got some golden nuggets in here. Are you active on Instagram or how can people follow you and check you out?Jeff (50:55):I am. I actually made my 1000 Instagram post two days ago. Just check out Jeff Lerner Official. Also, I have a YouTube channel that has about 400 free training videos. A lot of good value there, Jeff Lerner Official on YouTube as well.Dan Henry (51:14):Sweet. All right man. Awesome. Hey thank you so much for coming on today and I really appreciate it, brother.Jeff (51:21):Yeah, it's been wonderful. Thanks for having me, Dan.Dan Henry (51:23):Alright guys I hope you enjoyed this episode and I will see you in the next one.

>>> CLICK HERE to Book Your FREE Strategy Call with my Team!! <<<---- Have you ever found yourself in a position to say “yes” to an opportunity, but instead chose to say “no” because you just “knew it wouldn’t work” for you? Or so you thought... These assumptions, which create limiting beliefs, lead to missed opportunities and mistakes in your business and your personal life. Remember... “You don't know what you don't know.” Recently, I had a $1 million dollar day in my business. However, I had been putting off that opportunity for quite some time because I had this thought that because I couldn’t do my masterclass live in front of an audience I would never be able to build up the hype and energy needed to sell my high-ticket mastermind.  But after speaking with my great friend Myron Golden, I realized that it was just a limiting belief… and I was letting it hold me back.   “Objective thinking, thinking with due diligence, not being biased, getting rid of cognitive bias, and making an educated decision is what is going to help you move forward.” In this episode, I am going to cover:How an assumption almost cost me a $1 million dollar opportunityWhy basing your decision-making on assumptions, rather than due diligence, objective thinking, and logic, can cost you more than you know in business and lifeHow to better understand your assumptions and how they can be damaging to your successWhat to do instead of assuming things based on what you hearThe story of two prospects that almost let assumptions destroy their business If you got value from what you heard here, please be sure to subscribe and rate this podcast! Bonus points for you if you write a review! ;)   — SUBSCRIBE & FOLLOW — Subscribe to Dan’s YouTube ChannelFollow Dan on FacebookFollow Dan on InstagramFollow Dan on TwitterWant Dan’s Wall Street Journal bestselling book for FREE?Click here to get Digital Millionaire Secrets, FREE!Interested in having Dan’s team personally work with you to grow your business?Book a FREE Strategy Session here!Want to learn the 5 Keys to Scaling ANY Digital Product, Online Course, Coaching Offer, or Mastermind?Click here to watch the webinar now!Click here to Visit our Corporate Website: GetClients.com  — TRANSCRIPT — In today's episode, we're going to talk about how assumptions can cost you massive amounts of money in your business and your life.Oh, do I have a story for you guys today? So I have an iPhone X and this morning I was doing an Instagram story and you may have seen the Instagram story. We buy steaks and chicken and things like that from this company called Butcher Box, where they send you out locally farmed meat and they send it out to you so it's fresh, but it's in a box that comes with dry ice, this huge block of dry ice to keep it frozen in transit. So I got a shipment in and there was this big block of dry ice and I saw this YouTube video one time where this guy threw a big block of dry ice in his pool and it bubbled up and it gave this sort of smoky, sort of Halloweeny fog over the top of the pool. I thought it was cool and I thought about doing some sort of ad or something for Halloween promotion. So I thought, well, you know what, let me take this brick of dry ice and toss it in my pool to see what it does that way. I'll know if I go to film a Halloween ad, what to expect, and I have it here and let me give it a try.So I do it, but I'm doing a story as I'm doing it and I throw the dry ice in it, bubbles up and the dry ice is at the bottom of the pool. I have my iPhone X and I had heard that it was waterproof, I had heard that you could put it underwater. Well, I assumed that was true because I heard it. So in the middle of the story, I dunk the phone down in the water and take a look at the dry ice bubbling up underneath the water and it records it and I think everything's fine. I even say in the story, I'm like, "Oh, that's a good thing the phone is waterproof," like an idiot and about five minutes later, my phone just randomly turns off and restarts and turns off and restart. I'm like, what is going on with this thing? So I look it up and I find it literally says online that this happens when you drop your phone in water and that the iPhone is not actually waterproof, it's water-resistant, and that basically the phone's trashed. I'm like, "Ah, God, I'm such an idiot. I just totally ruined my phone". Fortunately, I was already able to order a new one. I get free phones, iPads, computers, IMAX, and MacBook Pros all the time because I have a card that I use for Facebook ads and I get points and those points work at the Apple store. So I just ordered another one, got it for free, whatever. But I just thought it was funny because I'm like I should do a podcast episode on assumptions.So right there, as you can see, I assumed that the iPhone was waterproof because I had heard it somewhere. Couldn't remember exactly where, but I had heard it. So I assumed it was true and I was wrong and I ruined my iPhone, which is like a $1,500 phone. So that's 1500 bucks down the window. Thankfully I got it on points, but still. So how does this affect your business? Well, this happens a lot because we make assumptions about things so we miss opportunities based on those assumptions. I'll give you a couple of examples here.I had done live events where I had sold things at the end of the event. I think my best day I made like a hundred grand in a day selling an offer at a live event. I had all these plans to do this big, huge live event where I was going to sell a $30,000 offer and I was going to try to sell at least 34 of them and try to make a million dollars in a day. I had all these plans to do that and I was picking out live event equipment and backdrop and just all this stuff. Right? Well then the pandemic hits and it becomes clearly obvious that we're not going to have any live events for some time. So I go, "All right, I'm not going to do it" and the reason I said to myself, I was not gonna do it was because I assumed that I wouldn't be able to sell a $30,000 offer over a virtual event. I assumed that nobody's gonna buy it. Nobody's gonna spend 30 grand on a zoom call. You gotta be in person and you gotta feel the vibe and you're going to have a little bit of the tricks and clap your hands and hug each other jump up and down etc. to get people in the mood and to get them excited enough to invest $30,000 in whatever that offer is, so I assumed that.Well I talked to my friend Myron Golden and I was talking to him about it, and he goes, "Well, why do you think you can't do it at a virtual event?"And I go, "I don't know. I just figured people wouldn't..."As I'm saying it, I'm like, "Oh crap, this is a limiting belief. I know it, I know it's a limiting belief" and I can see it in his eyes. In the middle of me saying it I'm like, "I know that's a limiting belief, isn't it?"And he's like, "Yep."And I'm like, "Yep."He goes on and he tells me about how he had a client that did a virtual event made like 300 grand a day on zoom.And I was like, "Okay, all right. All right, got it. I'll do it." Well, I ended up doing it and I'm making a million bucks in a day, I sold 34. So I remember thinking to myself like I assumed that this wouldn't work because people weren't in person. Based on that assumption, I put it off for a long time. I'm glad I finally did it. So that assumption could have cost me a million bucks. That's the thing is we assume things, I'll give you another example.I remember I was talking to my sales team and we had two people that day, I guess somebody had put out a review of my program and they had accidentally or maybe intentionally, I don't know, they had put a price on my program. They said it was this price and it wasn't that price wasn't even anywhere near that price. It was like five times more than that price and it had never been that price. I don't know where they got this price from, but it was incorrect. Well, a bunch of people read that blog post or whatever it was, and we had two people get on a call that day and say that they had seen that post. When it came time for us to tell the price, they loved the program they wanted in, but they got taken aback because it was a lot more expensive than what they had read and thus assumed. Well, one person said, "You know what? I assumed it was this amount and now you're telling me it's this amount, so I'm not gonna join". Which is kind of weird 'cause it was like you assumed it was this amount now. It's like, what does that matter? I mean, the price is the price. Do you want the result or not? Is it worth it, the price, regardless of what you thought you read somewhere or heard? To me in my brain, I'm like, who cares? Somebody gave you the wrong information, so what? The point is, is it worth this much to you to get the result, end of story. Yes or no? Well, I guess for that person, it wasn't because they said, no.Now another person, same day and by the way, both of these people were coaches and they were looking to sell more of their coaching and they were coming to us to learn how to tighten up their coaching program, increase their prices and sell it high-ticket.So, you know, both coaches, it was a very, very equal comparison. So the first person says, No, they were too hung up on the fact that they had assumed that it was much less than it was because they read that post. Well, the other person also was taken aback that it was more than they expected. They also assumed it was one price when it was another price because they had read it somewhere and at first they didn't want to join. But, after talking to my sales team and them allowing this person to understand that at the end of the day if they make just a couple of sales, it's going to pay it back. So who cares how much it is. You know what I'm saying? That's what the guy said. He's like, "You know, you're right. You know, who does care? I mean, if I'm going to make it back" and he got over that limiting assumption, that limiting belief due to that assumption, and he joined.Now, here's the thing, fast forward 30 days. Right? I got a message from my team that said, "Hey, remember that guy that almost didn't join because he saw it was one price and it really was another and all that."And I said, "Yeah, I remember."He says, "Well, they just quadrupled their investment in the first 30 days, they made 10 sales or something and quadrupled their investment." And I'm like, "Really? Wow. Okay, do you remember who the person that said no was?"And they're like, "Yeah."And I said, "Well, do you know their name? Give me their name,"So he gives me the name and I look them up on Facebook and I look at their posts and I kind of see if I can assess how their businesses are doing. I couldn't really assess it based on that. So I took the time to reach out to them. I asked for their email and I emailed them, I have a special email address that I use just for when I want to personally reach out to a prospect or something. Let's say somebody makes a mistake or I feel that it's in my best interest to reach out personally, just deal with it and say, hi, cause maybe we messed something up or whatever, or our phones weren't working, whatever it is, I use that special email. So I email them from that special email and I say, "Hey, I'm really sorry that you heard that it was one price or another. I see you got a call about 30 days ago. I was just wanting to check in on your business and see how it's going."Well, that person emails me back and says, "Oh yeah, I haven't really made any progress. I think if I would've got your program, I probably would be doing a bit better, but I just can't get over the fact that it's not that price."I said, "All right, fine, whatever. Okay."Now here's the funny thing. Both these people were coaches, both of them made the same assumption. One of them decided to let that assumption rule their thinking and not join. And one of them decided to get over it and join, and guess what happened? The person that didn't join missed that opportunity due to the assumption, they are no further along with their business than they were the day they said no. The person that didn't let that assumption rule their decision-making went ahead and quadrupled their investment. So again, and I'm saying this person at that person, cause I don't want to put their names on blast make it a big thing and all this.The principle here is that you can make an assumption that can cost you money because you don't take an opportunity or you don't hire someone or you don't purchase a service that would have helped you or whatever it is because you assumed one thing or another. You didn't check. You didn't verify. You didn't take time to think about it. You didn't take time to think of it objectively you just assumed. It's the same thing with pricing, a lot of people assume people won't pay more than X, but in reality, it's actually easier to sell a lot of offers for more because you get more serious clients.And again, these assumptions, which create limiting beliefs, lead to missed opportunities and mistakes in your business and for that matter, your life. It's sorta like this, I have a friend of mine, he owns a gym, a martial arts gym and he has a really great relationship with his wife. I had a conversation with him once and he said to me, "You know, we almost got divorced."I said, "Well, why did you almost get divorced?"He's like, "Well, honestly, it's because I never wanted to go to therapy. I assumed that therapy didn't work. I assumed it was all BS, blah, blah, blah, blah, blah. One day she convinced me to do it. We did it and we stopped the divorce and our marriage has never been better. We're happier than we've ever been and I'm so glad I took that step because I just assumed it wouldn't work."So there you go, boom, that assumption could have cost him his marriage. That's the thing, if assumptions were always something to go on, then we would be perfect beings. We would be clairvoyant. The thing is you don't know what you don't know. If you assume that something is or is not for you, or you assume something won't work, or you assume people won't pay a certain amount, or you assume this or that won't work for you, then you're never going to actually take the time to try it. If you don't take the time to try it, whatever benefit that you would have from it will never materialize.So the next time you put something off, say no to something skip out on something because of an assumption and believe me, I'm guilty of doing this a lot and I'm trying to get better at it myself. Ask yourself, am I making an assumption based on objective thinking, based on actual due diligence, based on a patient attempt to understand what it is I'm looking at, or am I just assuming it on something I've heard and I'm basing my decision off that. If that is what you're doing that type of thinking is not going to get you very far in life. Objective thinking, thinking with due diligence, not being biased, getting rid of cognitive bias, and making an educated decision is what is going to help you move forward.So I hope this episode was helpful to you. And you know, if you, if you're looking to grow your business and you don't want to assume that my company cannot help you, then I'll leave a link where you can book a call, you can speak to us and we can take a look at your business. And if we feel that we can work with you to help you grow it, and it's a home run, we'll let you know and let you decide if you want to become a part of what we have to offer or not. So I'll leave that link in the show notes and of course, if you haven't got a copy of my book, Digital Millionaire Secrets yet I'll leave a link in there as well. Thank you so much for listening and I will see you in the next episode.

>>> CLICK HERE to Book Your FREE Strategy Call with my Team!! <<<---- People often scoff at the cost of high-level investment coaching, and then pass on the opportunity to uplevel themselves or their business.  But I’m here to tell you, I paid $25,000 for a one-hour Zoom consultation with a high-level investment professional... and it was completely worth it! I didn't get a transcript.  I didn't get a cheat sheet.  I didn't get a login.  I didn't get anything but ONE hour of their undivided attention and time. Yep, you read that right the first time... crazy, right? Nope! Here's why… just two weeks later I made $50k based on what I learned in that one-hour Zoom meeting! Sometimes less is more; don’t buy based on what you get. You should buy based on what that product or service will do for you! It’s all about the results! In this episode, I am going to cover:Why paying more is actually better for YOUWhy it’s not always about what’s included, but what the end result isAnd… how knowing your worth is key to pricing your product or service If you got value from what you heard here, please be sure to subscribe and rate this podcast! Bonus points for you if you write a review! ;)   — SUBSCRIBE & FOLLOW — Subscribe to Dan’s YouTube ChannelFollow Dan on FacebookFollow Dan on InstagramFollow Dan on TwitterWant Dan’s Wall Street Journal bestselling book for FREE?Click here to get Digital Millionaire Secrets, FREE!Interested in having Dan’s team personally work with you to grow your business?Book a FREE Strategy Session here!Want to learn the 5 Keys to Scaling ANY Digital Product, Online Course, Coaching Offer, or Mastermind?Click here to watch the webinar now!Click here to Visit our Corporate Website: GetClients.com  — TRANSCRIPT — How does Wendy Rhodes get paid millions of dollars per year to be a performance coach? That's what we talk about in today's episode.A performance coach getting paid millions of dollars per year at a job, not even in her own business. How does that happen? Well if you haven't guessed yet, I am talking about Wendy Rhodes, who is the performance coach at Axe Capital, which is a multibillion-dollar, hedge fund headed up by Bobby Axelrod. Yes, I am talking about characters on the show, "Billions". So I am talking about fictional characters. However, there are performance coaches that do get paid millions of dollars per year by firms. The reason I'm bringing up Wendy Rhodes, who yes, is a fictional character is that I just started watching "Billions" I'm on season two, and there was a scene in the show that I think every entrepreneur needs to watch this scene because it really does illustrate why people get paid what they get paid and, also why people are underpaid or don't know how to charge.Let me just set the stage for you without giving away too many spoilers, I'll be as spoiler-free as I can. So Wendy Rhoades is a performance coach at Axe Capital. Now Axe Capital has dozens and dozens of stock traders that everyday trade stocks and I'm not talking about a little bit of stock, I'm talking about hundreds, they make trades with hundreds of millions of dollars because they manage billions in their hedge fund. Right? So when you click buy or sell on a stock and you've got like 10 grand into it, it's kinda like, Oh, okay. When you have a hundred million on that trade, you're like, Whoa, okay, this is heavy, this is tough. So you have a lot of people that have anxiety or that let themselves get in their own head and they have meetings with Wendy in her office. She's a performance coach just for the people that work at that office. So they make appointments and they get in there and they talk to her and she keeps them thinking clearly, she keeps them motivated, she keeps them not fearful, and she helps them do their job better. So much so that the owner of the company, Bobby believes that she is supercritical to the success of the company. He himself made some critical errors and, he's supposed to be the best investment guru ever. He made some critical mistakes that she fixed because he let himself get angry or emotional about something and so he traded in anger and she fixed all that. She fixes their headSo some stuff happens and basically he messes up and he offends her and accuses her of something that wasn't true. So she says, "Well, I want $5 million for the trouble". He picks up the phone and he goes, "Wire $5 million to Wendy Rhoades personal account." Boom, transfers the money. And then she goes, "Okay, good. I quit." So she quits right? Some time passes and then he basically begs her to come back. When he begged her to come back she asked for a raise that's like triple what she normally gets paid. She asked for 2% of the company. We're talking about millions upon millions, and millions of dollars for a performance coach. I'm not talking about 2 million in a year. I'm talking about like 10 million a year type of thing and plus like 2% of a multibillion-dollar hedge fund. That's a lot of money.Why is Bobby so willing to pay her this money? "Cause he knows that without her, his guys will not perform, his traders will not perform to their fullest level. That gap could be the loss of hundreds of millions of dollars per year in trades. So he pays her 10 million a year to make sure that his guys and ladies that work at his firm trade to their best ability, he stands to gain way more than 10 million a year. He stands to gain hundreds of millions because if he doesn't have her, and he actually did, he hired another performance coach and this guy sucked and so his trader started losing money, like way more than 10 million. You know, we're talking about they're probably using 10 million a day, not 10 million a year. So it makes sense for him to pay her whatever she wants, because the end result, her result is worth far more.That's the thing, a lot of people will say that "Ah, I know my worth, I know my worth." But they're just saying that they're not actually basing that off of an actual number. I know my worth. Let's say I charge a client 10 grand. Most clients that I charge 10 grand, they make that back in two weeks or a couple of months at most, because I charged to teach them how to sell high ticket. Right? High ticket is at least five or 10 grand per service. So let's say you got a coaching program and you're charging I'll tell you, I'll give you a story.I mention her all the time because she's just one of my favorite clients, Shayna. She had a weight loss coaching program. She was charging, Oh, it was something like two grand or $1500 or something for like one on one sessions. Well, I taught her how to charge $5,000 for group sessions. So she got back her time and she made a lot more money and she got a lot better results for our clients because she was able to put more into the program. Plus we taught her some coaching stuff as well. So when she got into the program, she made 35 grand her first two weeks, which is not hard because if you're selling at five grand, a pop, that's seven sales. I mean think about that. If I teach you how to sell for five grand, and you make seven sales, that's 35 grand. So if I charge you 10 or 20 or even 30, you know, I'm not really charging you 10 grand, I'm charging you two sales.I mean imagine that, what stock can you buy, since we're on the subject of the stocks, what stock can you buy that you put 10 grand in and two weeks later you get 35 grand back out, or even in six months you get your 10 grand back, right? There's no investment. So I know that I can sleep at night and I can charge, 10, 30, or even 50 grand, depending on the situation, depending on the client, because I know that they're going to turn right around and they're going to book calls and they're gonna close sales at five 10, or, I mean, I've got students that charge 20 and 30 grand. So I know that I can immediately teach them a skill that will not only get their money back right away, but that will teach them to grow a business of a lifetime. I mean, think about this. If I can teach you how to close $5,000 sales all day long and, I can teach you to make one sale a week, which you have to be pretty terrible to make only one sale a week. I would get on your butt if you only made one sale a week, I'd be like, dude, come on. You know what, what's going on? We get it. But, bare minimum, let's say one sale a week. So at one sale a week at five grand, a pop that's four sales a month times five that's $20,000 a month. Times 12 is $240,000 a year. So if I charge you 10, 20 or 30 or even 50 grand, I know if you are just the worst client ever, if you are just so terrible and you are just my worst client, you're still going to make about 240 grand a year if you close just one a week. So I know my worth because I know the numbers and I know this because dozens and dozens and dozens and dozens, actually over a hundred clients have paid me in that range of money and turned right around and did exactly what I just said over and over. I've got screenshots, I've got student interviews, I've got case study after case study, after case study, after case study, after case study, after case study of people that turned right around after joining as a client with us and just started closing sales, like there ain't no tomorrow and made their money back like that.So I know my worth, just like Wendy knows her worth. Just like I teach them my clients to discover their worth and charge accordingly. A lot of times people don't realize how much they're worth. They think they're worth a lot less just like Shayna did, but I showed her based on what she had going on in her program. She's actually worth a lot more. That's why we were able to get her prices up. So the thing about it is, is you should not charge based on what's in your program. You should not charge based on the amount of time you give your client or the number of lessons or the number of events or any of that. You should charge based on the end result. I don't care if it takes a day or a year or 10 lessons, one lesson or six calls or five calls or two calls. It doesn't matter. The end result is how you charge.Give you one more example. I recently paid $25,000 for a one hour call with a high-level investment professional 25 grand. The only reason I got a recording of that call was that I asked to record it. I didn't get a transcript. I didn't get a cheat sheet. I didn't get a login. I didn't get anything. I got a one-hour zoom call for $25,000. Two weeks later, I had made 50 grand from that information. I continue to make right now doing passively without even really going nuts on it 'cause I got a business run, make eight to 12 grand a week off of my stock investments, doing some options trading. Literally two minutes once per week, every either Monday or Tuesday morning, two minutes once per week, make eight to 12 grand like clockwork. Now am I happy? You could say, "Well, Dan, why did you pay 25 grand for one hour?" Well, because I don't care. I don't care that it's one hour, I care about the end result. He showed me his account.He goes, "Look, here's what I'm doing. Here's my growth. Boom, boom, boom, boom, boom."I go, "Well, there it is in black and white. You're doing it. Can you teach me how to do that? How much? $25,000. How long, how quickly can you teach me?"He says "It's $25,000 for a one-hour consultation. I can show you everything you need to know in one hour."I said, "Okay."I wired the money, got on the call, and here's the funny thing... when I got on the call, but before the end of the call, he made a live trade with me and I made nine grand. So I made nearly half my money back by the end of the call. So you might think, or somebody might think, "Oh, why did you pay 25 grand for a one hour call. You could have probably got it cheaper. I know somebody that will do it cheaper." Yeah. That's why you ain't a successful period, because you buy based on what's in the program, you buy based on the number of modules, you buy based on the minutes or the hours, you buy based on how many cheat sheets, you buy based on, does it have an app that I can log into, what times the coaching call. That's how people with a poor mindset buy. People with a rich mindset say, "Well, what will it help me do?" I don't care how you get me there, in fact, to be quite honest with you, I like the fact that it only took an hour to learn it. I would rather pay 25 grand for a one-hour consultation that gets me eight, 12 grand a week passively then pay 25 grand for a six-week course. Now you got to wait six weeks. Now you've to go through all this fricking content that will never go through. So to me, high-level entrepreneurs, or just not even entrepreneurs, high-level people, they don't pay based on the deliverables they pay based on what the deliverables will do for them. What the deliverables are, how long they are, how they're organized, just completely and utterly 120000% irrelevant. What's relevant is what it can help you do. That's why you will have people who get paid millions of dollars to do things. Even if it's anything from a one hour call to a two-day event. I've paid $30,000 to attend a two-day event, but what I learned there helped me make a million bucks in a day down the line.So here's my advice, know your worth by knowing what the end result is worth to your clients and charge accordingly. When you go to buy things, stop buying based on what's included, what's in the modules, etc. Buy based on the result. If you start buying based on the result, you will buy the right things and you will become a lot more successful, a lot faster. Trust me.Anyway, that's the point. Listen, if you want to learn how to grow a successful business specifically, I help two types of people. Either you sell your advice in the form of an online course, coaching, consulting, mastermind. O And you want to learn how to sell your knowledge or you want to sell any online course, coaching, mastermind, service, professional service. It could be an accountant, you could have a software, you could have some sort of agency, SEO, or web design. If you want to learn how to sell that stuff for a high ticket price so you get better customers and you're not running around, pulling your hair out, book a call with my team. I'll leave a link in the description, book a call, and we'll see if we can help you. We'll take a look at your business, we'll see what you got going on and if we can help you. If we can, we'll show you what that looks like and I promise you, regardless of the price, we would not charge you that price if we didn't know, you could make it back right away. That's why we have to talk to you because I'm not going to sell you anything if I think it's going to take you six months to get your money back. We won't even offer it to you. We'll be like, "Hey, you know, it's not a good fit." If it is a good fit, we'll make an offer and let you decide if you want to become a part of it. It's super-low pressure. I'm actually going to do another podcast on why I use ultra low-pressure sales and why it works better than high ticket sales high-pressure sales. That's an episode for another day that's coming. Don't worry.In the meantime book that call if you want help from my team on growing your business either way you'll get value out of the call and don't forget to subscribe to the podcast and stay tuned for the next episode. See you then.