[Link].

com
[Link]

Big Money From Small Lists

Create Your Ideal Life...

Call it whatever you want...

Let’s just get you what you want
[Link]
 [Link]
[Link]

What we’re a gonna do...

[Link]
 [Link]
[Link]

8 Weeks

•  Two group coaching sessions/week
•  1st teaching
•  2nd Q&A

[Link]
 [Link]
[Link]

Three 30-minute phone

or Skype calls

One on one

[Link]
 [Link]
[Link]

Google Group

big-money-small-list-
coaching@[Link]

[Link]
 [Link]
[Link]

Template copy
•  Emails
•  Website copy
•  Direct mail
•  My phone scripts
(Don’t get scared by this)

[Link]
 [Link]
[Link]

EXTRA SPECIAL BONUS

Behind The Scenes Success Secrets
Of Newsle[er Publishing!

[Link]
 [Link]
[Link]

Week 1

Define what you want

Planning & Biz Structure

[Link]
 [Link]
[Link]

[Link]
 [Link]
[Link]

Week 2

•  Market Selec_on
•  Exis_ng list
•  No list

[Link]
 [Link]
[Link]

Be careful...

More vs. Be[er

[Link]
 [Link]
[Link]

Week 3

•  Developing your offer

[Link]
 [Link]
[Link]

Week 4

•  Lead genera_on

[Link]
 [Link]
[Link]

Week 5

•  Conver_ng leads

[Link]
 [Link]
[Link]

Week 6

•  Clients
•  What to do with them
•  How to keep them happy
•  How to keep them

[Link]
 [Link]
[Link]

Week 7

•  Persuasive wri_ng

The secret that makes

this whole thang work

[Link]
 [Link]
[Link]

Week 8

•  Newsle[er publishing

[Link]
 [Link]
[Link]

[Link]
 [Link]
[Link]

[Link]
 [Link]
[Link]

[Link]
 [Link]
[Link]

[Link]
 [Link]
[Link]

[Link]
 [Link]
[Link]

Week 1

Char*ng The Course

It all starts with the
des*na*on...

[Link]
 [Link]
[Link]

Your Des*na*on
•  Define what you want

•  No sense to jump into the tac*cal un*l

you have defined this as accurately and
vividly as possible

•  This might be the hardest part of this
whole deal

[Link]
What do you want?
[Link]
[Link]

•  Lifestyle

•  What does an ideal day look like?

•  How much or liGle do you want to
work?

•  Income

•  Can you reconcile your lifestyle
and income desires?
[Link]
 Income
[Link]
[Link]

•  Define the amount of money needed to live your desired

lifestyle

•  Determine what material stuff is important to you and how
much that costs as well

•  Use those two numbers to figure out your target monthly
income

•  Then we can create your plan to get there

•  We’ll figure out what you’ll offer, how much you’ll charge,
how many clients you’ll need, and how much traffic you’ll
need in order to get them

[Link]
 The Head Stuff
[Link]
[Link]

This is about geMng completely clear about what makes you

happy... what makes you feel the most alive.

Once you have that clear in your preGy liGle noggin, you can
start crea*ng it instead of thinking about all the reasons why you
can’t have it.

Or that you don’t deserve it.

Or that you’re a greedy egocentric gluGon for wan*ng more than
you already have.

[Link]
 Your assignment
[Link]
[Link]

•  Write a detailed leGer to yourself describing your desired

outcome. (The more detailed the beGer. Imagine it VIVIDLY.)

•  Yeah, it may seem corny but... (my new house)

•  On a separate piece of paper, write the amount of money
needed to live your desired lifestyle

•  Write the cost of the material stuff you want

•  Add up those two numbers and write your target monthly
income

[Link]
 Your assignment
[Link]
[Link]

That’s it!

Just two things...

And one third thing - if you want
to:

Send me your assignment before
our next call.

[Link]
 [Link]
[Link]

[Link]
 [Link]
[Link]

[Link]
 [Link]
[Link]

[Link]
 [Link]
[Link]

Week 2

•  Market Selec-on
•  Exis-ng list
•  No list

[Link]
If you already have a list...
[Link]
[Link]

•  What is a hot bu9on thang they have?

•  Can you can offer a high -cket coaching program to show
them how to get/solve that hot bu9on thang?

ASK!
•  Even be9er...

[Link]
 If you don’t have a list...
[Link]
[Link]

•  Iden-fy your dream client

•  Validate your choice

•  Are there enough people to support your bad habits?

•  Is there a way we can reach them?

[Link]
 The big ques-on...
[Link]
[Link]

•  If you could only get paid based on the results

you get your clients... who would you choose
to work with?

•  The “lay down” – the person/market you can
get the results for the easiest. (They’ll also be
the easiest to sell.)

[Link]
Define your dream client...
[Link]
[Link]

•  Man or woman?

•  Income range?

•  Specific profession?

•  Conserva-ve or liberal?

•  Subscribe to certain publica-ons?

•  Other psychographic stuff?

[Link]
An example for Marke-ng Consultant...
[Link]
[Link]

•  Sells high -cket products and/or services (Because he/she can

jus-fy my expense.)

•  Understands the importance of marke-ng

•  Is direct marke-ng savvy

•  Is currently spending money on marke-ng

•  A “salt of the earth” person

[Link]
 Valida-on of your market selec-on
[Link]
[Link]

My big secret...

[Link]

[Link]
 Your assignment
[Link]
[Link]

•  If you already have a list... ASK!

•  No list or market yet? Go through the “finding your dream
client” process

•  Validate on [Link]

[Link]
 [Link]
[Link]

[Link]
 [Link]
[Link]

[Link]
 [Link]
[Link]

[Link]
 [Link]
[Link]

Week 3

Developing your offer

[Link]
 Review
[Link]
[Link]

•  What are your prospect’s hot bu9ons and/or problems?

•  What high >cket program or product can you offer to get/
solve those?

•  Were you able to validate your market choice on InfoUSA or
some other method?

•  Are there enough of them?

•  Are they reachable?

[Link]
 Review
[Link]
[Link]

The big ques>on...

•  If you could only get paid based on the results
you get your clients... who would you choose
to work with?

•  The “lay down” – the person/market you can
get the results for the easiest.

[Link]
 [Link]
[Link]

Prospects will enter your funnel for two reasons:

1.  To find a solu>on to a problem...
2.  Or to move towards a specific goal...

[Link]
 For example...
[Link]
[Link]

•  Not making enough money

•  Not geSng high enough conversions to their sales copy

•  Want to become a be9er writer

•  Want to improve their health

•  Want to have a be9er rela>onship

•  Want to have a rela>onship PERIOD. (Da>ng niche)

[Link]
 USP
[Link]
[Link]

•  What is unique about you?

•  What is unique about the way you solve this problem or help
people move closer to a desire or goal?

•  What do you stand for?

•  What do you stand against?

•  Common enemy?

•  What is your super power(s)?

[Link]
 Your Offer
[Link]
[Link]

How will you deliver it?

•  Group coaching
•  One on One
•  Membership site
•  Dripped content (online and/or offline)
•  Product
•  Newsle9er

[Link]
Offer Examples
[Link]
[Link]

[Link]
 It ain’t about stuff...
[Link]
[Link]

It ain’t about delivery...

It’s about what you can
DO for your client!

[Link]
 Uncover Your True Value
[Link]
[Link]

•  Value based fee

•  SBI experience

[Link]
 Your assignment
[Link]
[Link]

•  Define your USP

•  Develop your offer

[Link]
 BONUS:
[Link]
[Link]

You get ME!

•  Google Group

•  Personal email

•  One to one call/Skype

[Link]
 [Link]
[Link]

[Link]
 [Link]
[Link]

Week 4

Lead Genera,on

[Link]
 [Link]
[Link]

5 Pillars
•  Generate and capture leads
•  Follow up
•  Strategy session
•  Convert & get paid
•  Deliver what we promised and keep them
happy
•  Wash, rinse, repeat!

[Link]
 [Link]
[Link]

The Tools
•  Landing page
•  Opt-in bribe
•  Website/sales leIer
•  Aweber or ConfusionsoL
•  Payment processor (Paypal)

[Link]
 [Link]
[Link]

The 4-Step Funnel

•  Send traffic to compelling “bait”
•  Send them your bribe
•  Follow up messages/self aggrandizing
•  Strategy session

[Link]
 [Link]
[Link]

The Bait
•  PDF
•  Book
•  Video
•  Audio
•  Webpage (Double Your Da,ng)
•  Email

[Link]
 [Link]
[Link]

Follow Up
•  Email series
•  Video
•  Audio
•  Direct mail
•  Phone call
•  All roads lead to a strategy session!

[Link]
 [Link]
[Link]

Traffic

[Link]
 Traffic
[Link]
[Link]

•  OPL
•  Magazine space ads
•  Direct mail
•  To OPL
•  InfoUSA
•  LinkedIn
•  Facebook
•  YouTube
•  Solo emails
•  Online display ads (tradi,onal &
bootstrap)

[Link]
 [Link]
[Link]

[Link]
 [Link]
[Link]

[Link]
 [Link]
[Link]

Week 5

Conver+ng Leads

[Link]
 [Link]
[Link]

Tools
•  [Link]
•  [Link]
•  Personal Assistant?
•  [Link]
•  Phone or Skype
•  Script
•  Payment processor (Paypal)

[Link]
 [Link]
[Link]

The 4-Step Funnel

•  Send traffic to compelling “bait”
•  Send them your bribe
•  Follow up messages/self aggrandizing
•  Strategy session

[Link]
 [Link]
[Link]

The Bait
•  PDF
•  Book
•  Video
•  Audio
•  Webpage (Double Your Da+ng)
•  Email

[Link]
 [Link]
[Link]

Follow Up
•  Email series
•  Video
•  Audio
•  Direct mail
•  Phone call
•  All roads lead to a strategy session!

[Link]
Strategy Session Mindset
[Link]
[Link]

•  Posi+oning & PlaVorm – expert (Model

your doctor)

•  Relaxed confidence – they reached out to
YOU

•  Realize the value you bring to the table

•  No need – your funnel is genera+ng a
consistent flow of folks into your queue/
wai+ng list

[Link]
 Strategy Session
[Link]
[Link]

•  “Collabora+ve” sale

•  You’re the guide

•  If you’re talking more than 10% of the
+me – you’ve lost the sale

[Link]
 Strategy Session
[Link]
[Link]

My Top Three Typical Problems

1.  Low or no conversions

2.  Not making enough money

3.  Traffic (ACTUALLY a conversion problem
or cash flow issue)

[Link]
 Strategy Session
[Link]
[Link]

Top Three Problems

•  List top 3 problems for your market

•  List all the solu+ons you have for each

•  Develop solu+ons into “systems” (Your
program/offer)

[Link]
 Top Three Problems Example
[Link]
[Link]

1.  Low or no conversions

a.  List
b.  Offer
c.  Headline

2.  Not making enough money
a)  Upsells & downsells
b)  Back end
c)  Pricing

3.  Traffic (ACTUALLY a conversion problem or cash flow
issue)
a)  Cash flow SURGE with customer reac+va+on
b)  Expenses
c)  Terms with vendors

[Link]
 [Link]
[Link]

[Link]
 The Script
[Link]
[Link]

•  Find what works for YOU. (I’ll give you all

the scripts I’ve tried.)

•  Just Listen – Mark Goulston

•  Ask their desired outcome – Dan Sullivan
Ques+on

[Link]
 [Link]
[Link]

[Link]
 [Link]
[Link]

[Link]
 [Link]
[Link]

Week 6
Clients

•  What to do with them

•  How to keep them happy

•  How to keep them

[Link]
 [Link]
[Link]
What to do with them
Get them results (That’s
how you’ll keep ‘em.)
•  Give them homework
•  Ini@al “plan of ac@on”
call
•  Baby steps – don’t
overwhelm

[Link]
 [Link]
[Link]
Your Role
•  Advisor
•  Hold them accountable
•  The outside expert – Dick Benson
•  Sounding board
•  Confidant

[Link]
 [Link]
[Link]
Your Role
•  Your values aren’t their values

•  Understand what they want and
give it to them

[Link]
 [Link]
[Link]
How Do We Get Them
Results?
•  Ini@al 90-day plan

•  BIGGEST MISTAKE: Prescribing
without adequately diagnosing

[Link]
 [Link]
[Link]
How Do We Get Them
Results?
•  Diagnose – ask ques@ons, listen
and confirm
•  Dan Sullivan ques@on (90 days)
•  “That sounds good. I’m curious,
what makes that important to you
right now?”
•  Dig for the REAL reason(s)

[Link]
 [Link]
[Link]
Prescribe
•  IMPORTANT: Baby steps
•  90-day plan
•  Bite size daily, weekly or biweekly
tasks

[Link]
 [Link]
[Link]
Tools
•  Record conversa@ons
•  Skype Call Recorder
•  [Link]
•  ScreenFlow
•  [Link]
•  [Link]
•  GQueues
•  Basecamp

[Link]
 [Link]
[Link]
Your Biggest Value
“You can’t see the picture if you’re in
the frame.”

[Link]
 [Link]
[Link]

[Link]
 [Link]
[Link]

[Link]
 Week 7
[Link]
[Link]

Newsle*er Publishing

•  Why you MUST have one...

•  How to create a newsle*er
that has impact...

•  How and why it will make
EVERYTHING in your life be*er

[Link]
 [Link]
[Link]
Why you MUST have a
newsle*er
•  Celebrity/expert posiLoning
•  PlaMorm consistency
•  The world accepts what you say
about yourself

[Link]
 [Link]
[Link]
Why you MUST have a
newsle*er
•  Client acquisiLon
•  ConLnuity income
•  Back end income
•  Joint ventures
•  Won’t make you a be*er writer... It
will make you a GREAT writer!

[Link]
 [Link]
[Link]
How to create a newsle*er
that has impact...

•  Market/niche
•  USP
•  Superhero persona – including
kryptonite
•  Voice

[Link]
 How to create a newsle*er
[Link]
[Link]

that has impact...

MOST IMPORTANT:
Millward Brown & Bangor University

•  Material shown in hard copy generated more acLvity
within the area of the brain associated with the
integraLon of visual and spaLal informaLon (the leY
and right parietal).

•  This suggests that physical material is more “real” to
the brain. It has a meaning, and a place. It is be*er
connected to memory because it engages with its
spaLal memory networks.

[Link]
 How to create a newsle*er
[Link]
[Link]

that has impact...

•  More processing is taking place in the right
retrosplenial cortex when physical material is

presented. This is involved in the processing of
emoLonally powerful sLmuli and memory, which
would suggest that the physical presentaLon may be
generaLng more emoLonally vivid memories.

•  Physical acLvity generates increased acLvity in the
cerebellum, which is associated with spaLal and
emoLonal processing (as well as motor acLvity) and is
likely to be further evidence of enhanced emoLonal
processing.

[Link]
 How to create a newsle*er
[Link]
[Link]

that has impact...

WARNING: Rant ahead...

You’re gonna need to be an
EXCEPTIONAL writer... damn near “Gary
Bencivenga good” to be able to even
come CLOSE to duplicaLng a print
newsle*er’s effect with any form of
digital media.

[Link]
 Some “How To”...
[Link]
[Link]

•  Paid vs. free...

•  Monthly or yearly?
•  Number of pages?
•  Fulfillment
•  Provide addiLonal stuff?
•  Membership site
•  Webinars/teleseminars
•  Free call in days
•  How to do complimentary
subscripLons and not lose the value
[Link]
 [Link]
[Link]

[Link]
 [Link]
[Link]

[Link]
 Week 8
[Link]
[Link]

“Superhero [Link]”

[Link]
 Week 8
[Link]
[Link]

“Superhero [Link]”

NOTHING works be;er for...

•  Celebrity [Link]
•  Building a [Link]
•  Maximum [Link] & LCV

[Link]
 The Why?
[Link]
[Link]

•  The world is [Link] and watching.

•  Millions of people are literally on their
knees praying for the unique talents
and skills you and only you were born
to bring to this world.

[Link]
 “Superhero [Link]”
[Link]
[Link]

•  It’s very magne.c to money...

•  Can be created by anybody and
engineered out of thin air.
•  Make yourself unique so you stand
out in the marketplace...
•  Recognized as somebody who stands
for something.
•  Specialist... not a generalist.
•  Make yourself a celebrity.

[Link]
 “Superhero [Link]”
[Link]
[Link]

•  Can (and should) be done in any

media

•  It will be put on steroids when
used in a print newsle;er

[Link]
WITHOUT “Superhero” Status
[Link]
[Link]

•  People are [Link] and suspicious about

almost everything you say.
•  It’s more difficult to sell your products and
services.
•  Your [Link] clients treat you like a
commodity. (You’re stuck charging the same
fees as everybody else in your niche.)
•  People don’t respect your .me and
knowledge.
•  All a;empts at conveying your USP are
drowned out by all the noise.

[Link]
WITH “Superhero” Status
[Link]
[Link]

•  You establish yourself as the trusted voice

and go-to guy or gal in your niche.

•  You gain rock solid credibility and stand out
from the overabundance of “me too”
copycats.

•  You’ll claim an authority [Link] in your
niche that sets you head and shoulders
above everybody else.

[Link]
WITH “Superhero” Status
[Link]
[Link]

•  Your BEST prospects will seek you out,

subscribe to your email list, read your blog
posts, follow you in social media, podcasts,
YouTube videos, etc.

•  [Link], [Link] and highly successful
people will turn to you for counsel and
guidance.

•  Perfect strangers will send you
heartwarming le;ers of [Link] and
love sharing how you changed their life.

[Link]
WITH “Superhero” Status
[Link]
[Link]

•  You’ll sell more of your products and

services... without feeling like you’re
pushing a boulder up the side of a
mountain.

•  You’ll get [Link] to exclusive retreats,
VIP dinners and inner circle meet-ups most
people in your niche don’t even know exist.

[Link]
 [Link]
[Link]

“Man at the top of the mountain”

[Link] of MYTHICAL [Link].

[Link]
 [Link]
[Link]
BIGGEST [Link]
Secret

Anoint Yourself!

[Link]
 [Link]
[Link]
[Link] Secrets

•  USP
•  Oversimplified message
•  Pla^orm consistency
•  The world accepts what you say
about yourself

[Link]
How To Become A Superhero
[Link]
[Link]

•  Exclusivity (People want what they

can’t have)
•  Rarity (Why is gold so valuable?)
•  Original, different or contrarian
[Link]
•  Mysterious
•  Eccentric
•  Be liked and popular (Cialdini’s
“frequency” study)
•  Affinity (“This guy/gal is like ME!)

[Link]
 4 [Link]
[Link]
[Link]

1.  What is your magic power?

2.  What is your superhero idenKty?

3.  What do you stand for?

4.  What do you stand against?

[Link]
 Superhero Statement
[Link]
[Link]

Create a sentence or two that summarizes

all the answers.

Doberman Dan is the most sought a0er
direct marke4ng copywriter and
consultant for business owners currently
making 6-figures/year who want to go to
7-figures as quickly as possible. He’s
famous for crea4ng insanely profitable
promo4ons that tell the stories nobody
else is telling.
[Link]
 4 Steps To Turning Yourself
[Link]
[Link]

Into A Superhero
Step #1 – Develop Your Persona
•  The “Big You”
•  The “First date” you

Step #2 – Create Your Stage Name

•  A memorable and/or unique name has
power.
•  Defines your celebrity image/
superpower.

[Link]
 4 Steps To Turning Yourself
[Link]
[Link]

Into A Superhero
Step #3 – Find Your Magic Power
•  Develop a highly valuable skill
•  Highlight a skill you already have
•  What about this skill is unique to YOU?
•  “What can I be the best at?”
•  “Can I do something unique or
noteworthy?”
•  “Can I be the first at something?”

[Link]
 4 Steps To Turning Yourself
[Link]
[Link]

Into A Superhero
Step #3 EXAMPLE:

•  Discovering hidden profit centers...

•  Supercharging your copy and
conversions...

•  Synergizing your markeKng funnels to
get TONS of low hanging fruit your
compeKtors are blindly leaving behind.
[Link]
 4 Steps To Turning Yourself
[Link]
[Link]

Into A Superhero
Step #4 – Market Yourself
•  Write about your life... a lot... in just
about every available media.

•  Promote yourself in social media.

•  Become friends with other [Link]
in your niche. (Kumare)

•  Be a star in a reality show.
[Link]
 Superhero [Link] Secrets
[Link]
[Link]

•  Write. A LOT!

•  Publish your own blog and post
regularly.

•  Get yourself published on other
blogs in your niche.

•  Write a book.

[Link]
 Superhero [Link] Secrets
[Link]
[Link]

•  Write regular emails to your fans &

followers

•  The #1 most important and most
eff[Link] media you need to appear
in regularly is... your own paper &
ink newsle;er!

[Link]
 Superhero [Link] Secrets
[Link]
[Link]

•  Back story

•  Balance superhero & kryptonite

•  Find your voice

•  [Link] style congruent with your
persona and voice

[Link]
 Superhero [Link] Secrets
[Link]
[Link]

•  Share your life

•  Ar.s.c license

•  [Link] [Link]

[Link]
 Superhero [Link] Secrets
[Link]
[Link]

•  Common values

•  Interested or fascinated about you

•  They must believe you care about
them (There’s a secret to creaKng
this.)

[Link]
 Superhero [Link] Secrets
[Link]
[Link]

•  They must get value from the

[Link] (Value how THEY define
it... Sense of belonging.)

•  Stories

[Link]
 [Link]
[Link]

[Link]
 [Link]
[Link]

[Link]