Viral Sustainability
You finally cracked the lead problem. You learned some SEO, wrote the articles, made the videos, and traffic started showing up. Then you sponsored somebody, taught them exactly what you do, and watched them take the number two spot on Google directly underneath you. Now you need four times the backlinks just to hold the position you already had, and the person costing you that traffic is someone you trained.
Dave Wood opened this session of the Classic Costa Rica Intensive with the way out of that trap. He calls it viral sustainability, and he’s blunt about why he’s willing to spend a whole weekend on it: almost nobody in the industry actually does it, which leaves a wide-open market for anyone who understands it.
Why does Dave open a marketing lesson by pitching chocolate he’s never tasted?
Before he defines anything, Dave stands up and sells the room a chocolate company. He’s never tasted the product and doesn’t understand the comp plan, and he tells them neither one matters, because everybody loves chocolate and nobody wants to push a chocolate cart around town. Instead he paints a picture: thirty thousand people in Fairbanks, Alaska eating chocolate every single day, all buying it from Walmart instead of from you. Now imagine them buying every month while you take a small cut of each purchase, without calling anyone, chasing friends and family, learning to present, or grinding out SEO. Just five simple steps and a couple of hours a day.
The room felt the pull, and that was the point. Nobody was buying chocolate. They were buying a system, a simple path they could believe themselves actually walking. If he were serious, Dave says, all he’d have to do is show people how to do it sensibly and virtually everybody would join on the spot. The entire lesson is about becoming the person who owns that path instead of the person walking it for someone else.
What is viral sustainability, exactly?
Dave’s definition is one sentence: owning systems and processes that create success for others and generate traffic and leads for you. He frames it with a simple choice. There are two ways to get people in front of a presentation. You can do it yourself, with your work, your money, your time, and your energy, or you can have other people doing it through a system you own. Asked which is easier, everyone instantly picks other people. Then almost everyone spends their whole career doing the opposite, hauling in every lead through personal effort.
What happens when you teach everything and own nothing?
Dave lived the failure mode himself. He got started online because he hated prospecting in Walmart so much that he’d rather hunch over a computer for fifteen hours than talk to one stranger in an aisle. He figured out how to get traffic, learned to convert it into leads, and started sponsoring people. Then his new person would actually do what he taught, and the trouble would start. There are only ten spots on page one of Google. His student takes the second one, and now Dave needs four times the backlinks to stay first. The next student doesn’t just use his keywords. Dave watched people copy everything:
- The exact keywords he was ranking for.
- The titles of his sales funnel and his capture page.
- The same tired blog theme he was using.
- The photo pose, a silhouette cut around their head with a tropical beach dropped in behind it.
- The story video, complete with the same soft piano music underneath.
Multiply that by everyone teaching everyone, and soon there are millions of people trying to rank for the same phrase because a big name is ranking for it, so it must be good, and now it takes eighty times the backlinks to keep the traffic you had. Before long, only three or four people are getting traffic at all. Paid ads went the same way. Google looked at ten pages of ads all running the identical lead-system video from the same smiling presenter, thousands of copies of one pitch in every slot, and shut the whole thing down. Dave compares it to Amway: you sponsor ten people, and now every night there are ten guys in suits wandering suspiciously around Walmart. They each sponsor ten, and there are a hundred suits circulating through the four malls in town. Dave’s been kicked out of a few of those malls himself.
If you create a process that teaches people how to do every single thing that you’re doing and you’re not capturing any information or benefiting in any way from that whatsoever, what you just did was make your marketing four times harder and eight times more expensive and four times more regulated.
He’s not guessing about this. His own early boot camp taught people, honestly and completely, exactly what he was doing, with no incentive whatsoever to run it through his funnel. The result was an army of people who ripped off his funnel and used it in their own names. The material still worked a year and a half later without him touching it, but the leverage it created flowed to everyone except the person who built it.
What do the people at the top actually do to get leads?
Here’s the question Dave uses to flip the room’s thinking: how good do you think Mike Dillard is at getting leads right now? Dave’s bet is that he never generates a single one himself. Daegan Smith was famous for personally generating two leads a day, and almost nobody else could match even that through solo effort. Meanwhile the owners of MLM Lead System Pro were taking in around a thousand leads a day, effectively none from their own work; they came from an enormous membership all backlinking one company video for their own benefit. Jonathan Budd was the best pay-per-click marketer Dave had ever seen, pulling six hundred leads a day from ads, until he got kicked off the platform entirely. A month later, Dave asked where his leads were coming from. The answer: five thousand affiliates, all feeding him leads while he did nothing to create them.
Old Amway understood this at a level Dave calls brilliant. When you hit a certain rank, you literally bought your way into ownership of the tool system for one dollar, becoming an equal profit-sharing owner of a system you didn’t have to develop, brand, or manage. And the purest example of the principle, stripped of any conspiracy talk, is the money system itself. The owners of that system print the thing everyone else has to work for, and you’re required to use it. Looking at it purely as systems design, you cannot invent an easier position to occupy. That’s the far end of the spectrum you move toward every time you shift from doing the work to owning the process.
How do you build viral sustainability into your own funnel?
Dave gives you the mechanism through a story from his early days. He was promoting an article submission tool to his list, and alongside the discount he added one condition-based bonus: anyone who recorded a video testimonial by midnight that night, and linked it back to his site, would get a private strategy he used to hold his search rankings. By Friday he had 260 video testimonials, every one a backlink, every one a real person saying good things about him in public. His traffic jumped, and people searching his name found a wall of social proof. Separately, he taught a traffic strategy that included writing reviews about leaders in the niche, pointing out that his own webinar was a fine thing to review. Within two weeks there was almost as much content about him online as about Mike Dillard, and none of it was written by him.
Then comes the upgrade that separates a clever stunt from a system. Doing it once was smart. But what if the testimonial deadline lived inside the funnel, on a recorded presentation that played automatically for every lead reaching day four, every single day? Now the backlinks, positive content, and list growth arrive on an ongoing viral basis from traffic other people create, and you can pour paid traffic in the front knowing the machine multiplies it out the back.
Dave even puts neutral numbers on the leverage, purely as instructional math. Say a decent article costs about $20 to have written and another $20 to have submitted and backlinked, so each one represents roughly $40 of marketing. Say one in five leads buys a $7 product, your product tells buyers to write and syndicate an article about your stuff, and one in three actually does. Now one out of every fifteen leads is generating about $40 of free marketing for you. Build the habit into your process so some do it daily, and each of those people produces on the order of $1,200 of marketing value a month while you create none of it.
What does this ask you to do differently?
If you’re new, none of this means abandoning other people’s funnels. Dave is clear that participating in as many converting processes as possible is exactly how you get started, as long as the system actually converts and actually produces profit rather than just activity. The shift comes as you grow: inject into everything you create, even offers you’re only an affiliate for, a system that your buyers can use. It doesn’t have to be an empire. A single code they drop into an autoresponder that loads your presentations counts. Compare two bonus stacks: a coaching session and an audio course, or the same stack plus “you can use this exact presentation to recruit, starting tomorrow.” The system wins every time, and every buyer who uses it puts your face in front of their audience for free. As Dave jokes, you’re doing what the Federal Reserve does, except it’s not evil.
This is one session out of the full Classic Costa Rica Intensive, where Dave spends the whole weekend building on this concept, from funnel construction to presentation formulas to the systems thinking behind them. If you’re new to it, the entire Classic Costa Rica Intensive, this lesson included, is available at the Classic Costa Rica Intensive.
This week, take the one asset you already use to recruit, your presentation, your webinar, your email series, and package it so the next person you sponsor can run it without rebuilding it, with your capture page wired in. Stop being the hardest-working person in your business. Own the process everyone else works through.
Full lesson transcript
Lightly edited from the original recording — fillers removed, nothing added. Income disclaimer.
All right, so you guys can hear this like multiple times and in multiple ways, right? Now, I've never actually tasted Zokai chocolate, but you know what? It doesn't matter because what I'm going to actually show you guys over the next couple of minutes, I don't even understand the comp plan for this thing, but it doesn't matter. Want to know why it doesn't matter? It's because this thing, number one, everybody wants chocolate, don't they?
Everybody. Who in the world doesn't want chocolate? I mean, my wife freaking almost has orgasms when she freaking eats chocolate. I mean, she sits there and she makes groany moany noises when she's eating it. Everybody freaking loves chocolate.
She goes, mm, and then I start getting horny from watching her eat the chocolate. I mean, everybody loves chocolate, you know what I'm saying? It's just something that's completely appealing, completely 100% attractive. Everybody loves it. Everybody's appealing.
But look, here's the thing, and here's the real reason why you're here, because we're all greedy bastards, you know, right? And the real thing is we all want to make some money, all right? Seriously, that's why we're here is to make some money selling this chocolate. So we all agree if it's good chocolate, we got a good system for selling, we can make money with the chocolate, can we not? Is that not true, right?
We make money with some chocolate. Now, it's not the chocolate. It's the chocolate, obviously, because who in here wants to have a little stand where you're going around pushing a cart around town selling chocolate from the cart? Anybody here attracted to that? Eh, not me.
I'm not attracted to that. But let me tell you something. Imagine, I want you to imagine for a second, imagine all the people in town eating chocolate. Like, I live in Fairbanks, Alaska. There's 30,000 people in the town.
I want you to imagine 30,000 people in freaking Fairbanks, Alaska, right, that are eating chocolate every day, and they're not buying it from you. They're freaking buying it from Walmart. You're not making money from it. They're getting the stupid discounted crap that's giving them heart disease and stuff because it's got all these stupid chemicals. And you've got healthy chocolate.
I want you to imagine 30,000 freaking people eating chocolate every day. You never have to talk to them. You never have to call them on the phone. Every goddamn month, they're buying chocolate, and you're in a little cut from everybody buying chocolate. You have to do barely nothing but follow these five simple steps I'm going to show you over the next couple minutes.
You didn't have to chase your friends and family. You didn't have to get up and learn to be a presenter. You didn't have to get online and learn SEO like these crazy guys do, the MLM brothers. That stuff's a pain in the butt. I'm going to show you guys how literally, no, I'm not kidding, in two hours daily, I'm going to show you a step-by-step, simple way for you to make money.
And heck, it doesn't even matter if you don't like chocolate and it gives you heart disease. Feed it to your kids who love the chocolate. It's okay. It doesn't even matter. I'm going to show you how to make 5,000 bucks a month in the next 10 minutes with this chocolate.
Anybody interested in that? See what I'm saying? Right? See what I'm saying? Right?
Now, if I was serious, all I got to do is show them how to do it without being a moron, and virtually everybody would join. They'd join that instant. And the other framework is something that I call viral sustainability, which nobody really does. And I'm going to talk about this whole weekend, and the reason I'm going to talk about it is because nobody does it, so there's a big wide-open market for people that can understand it to take a lot of pain out of their life. All right.
What's harder? You take two models, and this is to get people to presentations, right? There's two ways of doing it. You can do it yourself, or you can get other people to do it for you, right? So it's either your work, your money, your time, your energy, your conversion metrics, or it's your system and other people doing it.
Really, what's the easier way to get leads? If you had the choice between the two, right? So there's you doing it or other people doing it, right? What would you choose? Instantly, you'd choose other people doing it, right?
But for some reason, what everybody does is, they want to get all the leads in traffic themselves through their own hard work. Does that make any sense whatsoever if you can have other people doing it, right? So there's this concept that I have that's called viral sustainability, all right? And here's what viral sustainability is. Some of you are going to be able to get this weekend.
Some of you, it'll take a long time of thinking about it to really understand what I'm talking about. What it is it's owning systems and processes, that create success for others and generate traffic and leads for you. Does that make sense, right? How did I learn about this? Well, tell you a story.
I start internet marketing. Now, this was my game. I got into this and immediately got it. Why? Because I'd wander around in Walmarts and I hated it so bad that this was just so appealing to me, it was unbelievable.
I'd rather sit in front of a computer hunched over and get neck pain for 15 hours than go into one Walmart. And just talk to one guy, you know? It's just more appealing to me. But so I get started and I figure out, well, I can get a lot of leads by writing stuff and making videos and being silly, right? I figure it out.
Not hard to do. We learn a little SEO, right? Teach you how to get some traffic to start. And then you get a lot of traffic. And if you know how to convert stuff, Dave is great at conversions.
You can actually turn the traffic into leads. And then if you know how to sell to the leads, you can do what I just told you. You can sell pink rusted underwear for a good comp plan, right? But the problem is, is what happens, what happens is here's what we end up doing, right? What we end up doing is we're working hard and we got one.
Woo-hoo! We got one, right? Right? So we get one, right? Get them, right?
We're like, woo-hoo, they joined, woo-hoo, $100, woo-hoo, right? And then, God forbid, this person, they actually, they go out there and they freaking, they start doing what you're teaching them to do, right? Amazing. They listen, woo-hoo! And there's ten spots on Google and there's Google and there's ten spots and you're number one and now they're number two and now you need four times the backlinks to stay number one.
Because you taught somebody how to do it, right? So now, it's hard to get them again, right? So you're, you get another one, woo-hoo, woo-hoo, got three, two, got my second guy, woo-hoo, and this little booger's listening too. And so what he starts doing is he starts copying you, right? And now not only is he freaking copying your keywords but he copied the title of your sales funnel and the title of your capture page and you're using an old stupid blog theme so they're using the same old, stupid blog theme and they called a, they looked at your design and they saw a picture of you like this with the tropics in the background so they cut a little silhouette around their head and they put a picture of Hawaii behind them, you know what I mean?
And they see a video of you with music in the background telling your story so they sit in front of a computer and, you know, the piano's playing or whatever it is, right? I saw you guys do it, right? And now there's four million people all trying to rank for MLM secret. It's because, God, that's what Jonathan Budd's site is called, it must be good, David Wood's up there, it must be good, and now all of a sudden you need 80 times the backlinks to keep this traffic, right? And the question is how long can that keep going?
Not long before everybody stops getting traffic but three or four people, right? Do you guys see the problem in this, right? Take it in any model. What happened to paid traffic? This happened and Google saw 10 pages of ads.
Right? 10 pages of ads with Norbert's dumb ass video telling people how easy it was to get leads with MLM Lead System Pro. Hello and welcome. And I love Norbert, but let's do the video. Let's see who can do it the best, right?
Hello and welcome. My name's Norbert Orlewicz and if you're in your business, you're probably struggling to get leads in traffic. Well, not anymore. In fact, I'm going to give you a magical pill, the next page that teaches you how to do it instantaneously with no hard work. No hard work or energy involved and all you got to do is opt-in.
And there's 4,000 stinking Norbert Orlewicz videos on the top 10 spots at Google on every page on 4,000 websites on everybody trying to do it. And you know what you're doing is you're creating viral sustainability for Norbert, right? Which is actually not a bad way to get started, but guess what Google does? Google sees this and says, hell no, right? Why?
Because it's stupid. That's why. It's like, let's say you're in Amway and there's 10 Walmarts in town and you sponsor 10 people. And now every night there's 10 guys in a suit that walk into Walmart looking real suspicious like this. And they're looking like this, you know what I mean?
Let's say, God forbid, that those 10 sponsor 10 and now you got 100 people dressed in suits wandering around. And let's say outside of Walmart there's only four malls in town, right? Now you got all these guys wandering around, right? You see them? How many malls have you been kicked out of?
Only the few, you know, in each town I've lived in. Over many towns and territories, right? But guys, the point is, is see, that there, that there is not something that's sustainable for you as the rep, it's necessary to get started, but the second you can, you want to, if you're participating in this, it's okay and anybody else's funneled process is okay to participate, but you got to understand that eventually you've got to create your own process eventually. But if you create a process that teaches people how to do every single thing that you're doing and you're not capturing any information or benefiting in any way from that whatsoever, what you just did was make your marketing four times harder and eight times more expensive and four times more regulated. It makes sense, right?
So then what do you do to solve this problem? What you do then is you own a process or a system all right, you own a process, a system, a presentation system, a DVD system, an audio system, whatever the heck it is, you own a system and to help people get started in their business, which is the majority of the people in your business at any time are new and just getting started because people leaving and not doing anything or whatever, most of the people who are working are new all the time, no matter what you're doing. So then you own a process and a system where they can actually get started and successfully doing something attractive, right? But for heaven's sakes, you also get the leads. Now who in here thinks that's cool?
I think that's cool because here's a good question to ask yourself. How good do you really think Mike Dillard is at getting leads now? I'd bet, I'd bet you that he doesn't do any of it ever. I'd just bet you. I'd bet you he doesn't, and for me that's attractive.
How much of it do you think he does? How much of it do you think he does? You know, I remember, you know, Dagan Smith talks about getting two leads a day. Himself! Himself, God, that guy can get two leads a day himself.
Who else could ever do that? Nobody, right? But you know the MLM Lead System Pro guys, you know how many leads they get a day? A thousand about, right? Now out of the thousand, how many do you think that they get themselves?
Yeah, where is it all from? Eight million MLSP people all backlinking MLM Lead System Pro. With their articles, all using Norbert's video. Right? And it doesn't even convert that well unless you customize it, right?
Dillard, same thing. He owns a process, and that process that he owns, right, creates viral sustainability because people want to use his process because it converts and is successful. And they want to know what he knows because it's attractive. So they create all the traffic. They create all the leads.
And then they give them to Mike Dillard. And Mike Dillard says, don't even worry about it. I'll sell them for you. Right? And he will.
And he does a damn good job at it. So people keep promoting his stuff. I'll probably never stop promoting Dillard's stuff. It converts. I send five people in and somebody buys something.
It's amazing. You know? Everybody buys his stuff. I'm like, how could people have not heard about this enough for five people to go through this stupid funnel and still one of them buy? It's unbelievable.
I can't even figure out how it works. And he's got that sales copy ability, just hypnotizes you into getting stuff. You can't help it. You're drawn in like a zombie to getting stuff. Does that make sense?
All right. So then if you're starting and you're new, right, now it's okay. You want to participate in as many processes as possible. Why? Because it allows you to network as many as possible.
Right? If you can create a system and replicate it and participate in this process and then you just say, all right, it's running. And then participate in this process and this process. And that gets you going. Well, that's cool.
That's how you guys got started, right? It's not bad to get started. All right? But then you've got to realize that if you're legitimately and honestly teaching people exactly what to do, like I've done this entire time, and you're not owning any process that they're doing that through, what you're doing then is you're creating 8 million people that are making your life much, much harder to sustain your income. Whereas if you just shifted it a little as you move along, and it doesn't have to be in the beginning, and I'll show you guys how to do it this weekend, if you just shift it a little, where you can help them create that success to where they don't need to create the presentations.
I want to give you guys two scenarios here. And this is a mistake I made in the beginning that I'm now fixing quickly. All right? Because I figured this stuff out. I'm like, crap, Norbert doesn't have to do anything for leisure.
I'm writing articles and this lazy booger not doing nothing. I love those guys, right? Curses, curses towards Jonathan, but in the universe, right? I can't write. But.
Let's look at, let's look at, you know, two scenarios here. So let's say I'm going back in time, and I get a little time machine on Mark Hoverson's spacecraft and I travel back to when I got started in my network marketing business online, all right? And I do the same thing I did. It worked, right? Did it not work?
Was it successful, what I did in the beginning? It still works. I haven't touched that stupid eight-day boot camp since I made the thing, and I'm still getting two or three MLSP signups a day doing nothing. Freaking. And a year and a half later, right?
But, what did I do? I taught people in that boot camp how to do exactly what I was doing, right? Which is not bad, but there was no incentive or motivation whatsoever to use my funnel. It was to create their own, right? So what did I do?
I created an army of people who ripped off my funnel, and it still works. I mean, it's still working, right? So I got 8,000 people that are using my stuff just kind of copying and putting their own voice. So we can team up on some stuff, right? But the point is, who makes the money?
The people, number one, using the system. The system. Now, this really depends also on what system it is. There are systems that are benefited towards the people more, right? For example, in Amway, right, what they did, and I'll talk about this weekend, too, is brilliant, absolutely brilliant what they did.
And I talked about a little bit on the perpetual funnel system. What they did is they actually made it to where when you hit a certain level, you actually were a system owner, and you owned it just like the top guys owned it. So what happened then is you controlled a system just by being a part of it. So you didn't have to develop it. It didn't have to be only your brand.
You didn't have to manage it. You didn't have to hire people. You literally became an owner of the system and were equal profit-sharing people in it once you hit a certain level and became a part of this little inner circle. And they would literally, not kidding you, you bought your way into that system for $1 because you were a part of it. Because they had to have a transaction in the organization I was part of.
Way bigger than Dillard or any of these people did. An old Amway system, right? So using the system, or number two, you own a system, and it could be any kind of system, right, or you own a system of control, or you define the system that everybody else then has to use. Now what's the perfect best example of this in the world, bar none, is the money system, all right? What do we do to get money?
We all work for it, sell stuff, be an engineer, be a doctor, all right? What do the owners of the money system have to do to get money? Print it, and if you don't use it, you get thrown in jail. Now is that not, let's take any conspiracy out of it, and let's take any weirdness out of it. Now from just a perspective of only systems, is there a way that you could possibly think of that would be easier to get?
Now, take the evilness out of it or whatever, right? Is there a way that possibly could get any easier of getting money than that? No. It's impossible to come up with a better way. They own the money system, therefore, in order to get anything, you have to use it, and they profit.
That is how our whole economy is constructed. I go into that for eight hours, but that's not what this is about. Does that make sense to everybody? So what you want to do, what you want to be thinking of, is if you are putting in the hard work to sell your stuff, to create the sales processes, to do all that stuff on your own, and you're not using somebody else's system to do it, number one, if you're using somebody else's system, use a system that's converting. Don't just use a blind process that isn't converting.
Use a system that converts, all right, and actually produces profit. If you're using a system that's converting, use a system that actually produces profit. If you're not going to manage it all and you just want to send traffic to it, that is fine to do, right? There are things that can do that, and you just get traffic to it. It gets you going.
You develop your own business system later, all right? But if you're doing the work to sell, it's not much more work to put your work into a system, to get all the people that you're selling, whatever it is you're selling, to use it. It's not really any more work at all. It's a matter of a little coding, and now a presentation that you use to recruit is used by 800 people, and all those people are seeing your face for free, for a big team of people promoting it with articles, videos, and talking to their friends and family about it, telling them how you don't even have to talk to your friends and family. We're marketing it on the Internet.
It's amazing. It's not like that Amway deal I got you into eight years ago, Mom, where you had to talk to your friends and family. This one, you just mark it. That's what people do. It's hilarious.
They're like, Mom, I found a new business where I don't even have to talk to friends and family to get anybody in. Can you please sign up now, immediately? Does that make sense to you, though, as a general concept to start the weekend? Is that a thinking shift for you, a little bit?
What I did was I taught everybody a strategy to get traffic, and I embedded into that it's a good idea to write reviews about leaders that get a lot of traffic. I'm getting tons of traffic right now. I'm doing that. For example, things you learn on a webinar like this one. You could go off this webinar and you could write about what you learned on this webinar from me, if you got value from it.
I went on like that with five different examples. I'm not kidding you. Within two weeks, I had almost as much content about me on the Internet as Mike Dill has. I'm not kidding you. Now I probably, honestly, have almost as much or more.
Do you guys see the difference with that? Yeah, yeah, yeah, write articles about me. I would like it if all of you could write articles about me. It's great.
Give me traffic because now people look at you and then they're talking about me. And then, plus, you can rank for different keywords as David Wood, a scam. As a matter of fact, no, he's wonderful. You know?
See, the point is now I've got 2,000 articles written about me all over the search engines and when people look me up, I look like I'm like Buddha or something. You know what I mean? They're like, God, this guy is everywhere. Everybody's talking about this guy. And here's another thing I did, Dave.
I should have talked to you before you did this webinar for MLSP, is I did a testimonial call today. Right? And this was brilliant. I'll tell you guys. This is part of this.
But see, I didn't understand systems then, so I was just getting crazy energy out there. Right? Now I understand systems, so it's a little bit different in the process I'm building. But what did I do? I said, here's what I'm going to do.
Number one, this thing, I got a discount on it for you. You'll buy it. Right? I sold $50,000 of that article submitter, right, in three days. Right?
Which was a lot. Right? MLSP was just cranking at the time. It was a lot. It was a lot of article submitters.
But then I did a couple of things. I said, if you guys really want to know a secret strategy I do, if you make me a video testimonial by midnight tonight and you put a link to it on this site, just link back to my site at the bottom of the testimonial, I'm going to give you a strategy that allows me to just keep my rankings above everybody. So now what do I got? I got, by Friday, I had 260 video testimonials backlinked in my Flickman blog. Right?
What do you think happened to my traffic? And now people are like, who the F is this guy? Right? Does that make sense? See, that's a part of viral sustainability.
But what's more intelligent? Now, doing that once, is that smart? Well, yeah, that was really smart. You know, for a guy living in a van, you'd say, well, that's not too shabby of a thing to do. Now, but what if, now just put this into perspective, what if I built that into a funnel?
Right? And I sat on a certain day of my funnel. A mock live webinar. I sold something, and I said and if right now, you've got to do it right now by midnight tonight, and it was a recorded presentation that played every day the week to leads that were on day four.
I said at midnight tonight, if you've got to get a video testimonial to the date of work. I'm going to give you this. That's all you got to do. And now all of a sudden on an ongoing viral basis, I'm getting viral sustained backlinks and not only that, viral sustained backlinks talking positively about me from a gigantic group of people expanding my list from traffic they're creating. Now if you ran PPC through that, that's some badass shit, isn't it?
See what I'm saying? Nobody does this ever. Nobody, right? But like few, you know, Jay Bud doesn't even do this, you know, but he does because he owns a system, right? Why is Jay Bud, here's the thing I learned about Jay Bud too, right?
And this is not negative by the way, right? Jonathan Bud was the best damned PPC guy I'd ever seen in my life, not because maybe he got the best conversion rate, but because he got the best conversion rate in network marketing.
And I was like, I'm so sick of that stupid video about Mr. Jonathan Bud. It's everywhere. I'm Mr. Jonathan Bud here.
You know, I could repeat the video because I saw it every, I used to click on it, you know? I was like, bastard. You know, I love Jonathan. He's great. I'm going actually to hang out with him too, next week or something.
But the thing is, guys, right, Jonathan Budd, he was getting like 600 leads a day from PPC. Not kidding. That's a lot of leads, right? Right.
But he's getting a lot more leads than that. All right. How? All right. Now, what's the thing?
Jay Budd got kicked off PPC. And I talked to him a few months later. It was like a month later. I was like, how many leads are you getting a day, dude? He's like, dude, it sucks.
Out of curiosity, where's that coming from? He's like, oh, yeah, just all sorts of odd marketing that I have out there. But where was it coming from? 5,000 affiliates all working to give him leads. Now, is he wrong for doing that?
No, he's smart. He's a system, right? That's a system and a process to be sustainable. And then you spend $5 and it's like people are doing hundreds of dollars of work for you. Because let me point something out here for a second.
How much value, for example, how much value is a positive article talking about what you're doing is an example, ranking in the search engines. How much value is that, right? If you were going to pay for it. So let's say an average value of an article is $20. All right.
And let's say the average value of backlinking that article, let's say it's another 20 bucks. Because if you were going to pay somebody that knew what they were doing to do all that article submission stuff, how much would it cost for somebody good? Per article, it costs some money if somebody knows it. If they're doing the spin variations and all this craziness and all this crap to get the article, it's a lot of work, right? If you have a process, you could get it for cheaper.
There's ways of doing it. So we're saying this is 40 bucks, all right, of a value of the cost of the article, all right? So that's the value of it. We'll just say not including lead value or exposure or any of that stuff. So let's say that's what you're paying.
But now all of a sudden, every five leads and one person out of the five does this for their own benefit. Does that make sense? Yeah, yeah, yeah, yeah. So let's say, Lawrence, you have a process that you control, right? Like Jonathan Budd does or, you know, anything like it, you know, anything remotely like it, right?
And the value of an article is $40 because $40 to backlink and submit if you're paying somebody to do it manually, who's good? Not talking about trash, stuff that can convert, right? And that's the cost of it, right? So now if the funnel you're driving somebody into, every five leads turns into one of these because somebody's doing it to benefit themselves by driving somebody to your funnel. And that happens about one every five times.
Or let's say, let's say it happens one out of every 15 times. Let's say one out of, let's say one out of five buys something from you for $7. And then out of a those five, right, one of three of those who buy, let's say one of them writes an article and backlinks and submits it talking about your stuff because that's what you tell them to do. In the book you sell them, like Mike Dillard did, right? Now all of a sudden, one out of 15 leads is creating $40 of free marketing for you.
But what if you, your process taught them to do it every day? So now all of a sudden, let's say one out of 30 of them do it every day for 30 days. Now all of a sudden one out of 30 of your leads, right? is turning into a period of, you know, 40 times 30. I don't even know what that is because I'm not good at math.
That much marketing for you every 30 days. In four months of doing this, you're marketing, you don't have to do shit. You're like Mike Dillard. Guru on a mountain, man. Best place to be, right?
Sell my stuff. I love you. Right? So let's look at some models for this. Let's look at magnetic sponsoring, right?
Wake up. Eye opener for you, isn't it? You're like, holy shit. Motherfucker, I'm working hard. Right?
Right? So let's look at a couple models here, right? Mike Dillard, all right? Let's look at Dillard for a second. Now I want everybody to be honest here.
What is the real value in magnetic sponsoring? Well, no, I mean in, if you actually read the book. I'm talking, I'm not talking about that. I'm talking if you read the book. Who's read the book?
Who's read the book in here? I've read it, yeah. You've read it? Which one? I mean, there's the one.
The magnetic sponsoring itself. $37 one? Yeah. The first one, right? Yeah, yeah.
Yeah, I mean. What does it tell you to do? It's the sponsor. Sell my book? Yeah, pretty much.
And you'll make money in addition to all the people you recruit from selling my book. It's amazing. It's amazing how easy it is. You can write articles about it, make videos about it, do PPC about it. We'll handle all the autoresponders.
If you want to be an elite member, you can even pay for a copy of the book. Well, the spray painted envelope, obviously, right? Now, hope to God credit card companies don't start spending spray painted envelopes to everybody because then your teenagers will all be in debt. Pretty colors.
All right, so break state, right? My opinion, you need a story and a reason why somebody should listen to you. You need some sort of value delivering on why the video's there and some sort of call to action and that's basically it, all right? And you can rework that formula into a million different, you don't miss anything important, I mean, for a short little video. Break state, story, why somebody should watch.
Actual value and then a call to action, pretty much it, right? So, let me give you some examples for that, right? Give you some examples and we're good because there's a lot of ways to break state. For example, being at a private conference at a tropical location, right, by itself is a good state breaker, isn't it? Right?
By itself, right? Having a compelling thing that you say when the video starts, right? For example, a lot of people, they say, let me tell you what I'm going to tell you in my boring ass presentation. Point number one, I'm going to tell you about some boring details about a boring company. Point number two, I'm going to tell you about the boring product that does heal some diseases but it's pretty, you know, I'm going to tell you the facts on it that the FDA approved that we did testing on and all the scientists and their names and their families and their grandchildren and how long they've worked science, right?
You're bored already, you want to go to sleep, right? That's one way to start. What's another way to start the same product, right? Let's say you're doing a, let's give an example of the chocolate, right? Do you actually need the chocolate?
Oh, I need the chocolate. I need the chocolate, right? Right? How about instead of doing the boring thing, right? What's a boring way of talking about chocolate?
Use your chocolate because chocolate, I mean, I'm holding my hand, it's a good example, right? So boring way of talking about chocolate would be like this, right? You know, let me explain all the value of this healthy chocolate. You're going to, you know, when you eat this chocolate, it tastes kind of like normal chocolate but it's not because this chocolate here, it's research, it's scientific, there's people who actually do testing on it. Our company's been around for three years.
You see what I mean? See what I mean? Boring ass shit, right? Come on, all right? So what's another way?
I almost had diabetes. And then, I discovered that, no, you know, the energy change, everybody's like, right? And then I discovered the average American is eating 51 pounds of sugar a year. I found a way to eat all the frickin' chocolate I ever wanted in my life and I am skinny and badass. Click on the link right below this video and go to my website, right now, unless you want to die.
See what I'm saying? You see the difference there? Right? One thing Randy Gage used to do in his presentations.
Right? Okay, let's give, I got to see what he's going to talk about. Let's give another example. Network marketing, right? Network marketing, right?
This is something Randy Gage actually used to use. You're selling a vision or something, right? The lifestyle or whatever. Rather than starting a presentation by saying let me tell you about this or that, you say, you look at the audience, you walk out, you put your hands out, and you say, what do you do when your dream dies?
Three and a half years pounding the streets, wandering around in Walmart, gritting my teeth, hassling my Aunt Susie again, yielded me $14.22 in my freaking checking account. And I was about ready to become an axe murderer and kill everyone.
Then I discovered this concept of drawing leads to you. It only took me two weeks doing what I'm going to show you when you click on the link below this video to use this concept. I got my first five leads in two months. I was sponsoring two people a day, and I won't even go and do a Walmart today because I got money and that shit's cheap. But here, let's eliminate the fear.
How would you like it? How would you like it? No, just for a second, just for a second, all right? How would you like it, yeah, from now on you just weren't scared doing this bullcrap? From now on, you weren't scared just talking in front of people. Would that be useful to you? Would that be useful to you? Okay, so everybody, anybody else in here scared of being in front of people, you know, is that fair? I mean, I've been scared. Everybody's kind of scared. So everybody's been through something like this in the past, all right?
Now, real quick, everybody, did you know that emotions are nothing but emotions and they're not actually connected to events? That emotions are just created from reactions in your mind and body, and in fact, any emotion that's in any of your life, you can just instantly transfer to any other area of your life. You know how to do it. So, like, what are you confident in? Screen capture videos, and now actually being in front of the camera, I'm okay with it. There's no, people walk away the most confident, comfortable doing in your life. What's the most, example, and everybody here, you can imagine an example of what you're confident with and play along with the exercise here.
Help wrap up. What's something you're really confident about? Everybody, think about it, get an image in your head. What's the most confident thing in your life? Could be videos, that's fine. Is that it? I guess I'm so geared towards thinking about business, but I automatically gear towards either articles or videos, really, in business. But in life, is there anything else you're more confident, or is that the most? I'm really, I'm really good at blending in, chameleon. Okay, so that's fair, all right, that's, no, that's seriously that's good, that's fair. Okay, so we're gonna help, we're gonna help her out. Is it okay if I touch your shoulder and stuff? I'm not, I'm not sure. I'm totally offended. All right, here's a thing, here's a thing.
If you're confident there, did you know instantaneously you can be confident with something like this? Did you know that? Like instantly. Wouldn't that be wild if you knew how to do that? So here's what I want you to do.
What I want you to do real quick, okay, is close your eyes because everybody's looking at you. Right? So you've got to close them so you don't see the people anymore. All right. So everybody give her a hand.
Give her a hand. All right. Now, here's what I want you to do. There's actually nobody in the room now. Now, what I want you to do, close your eyes.
Keep them closed. All right. I want you to actually visualize stepping into your body in front of a camera. The only thing in the room is a camera pointed at you, and you're looking at a camera right now. That's the only thing that you're looking at.
You see the camera, and you know what you're talking about. Now, what's the best video you've ever made? Keep your eyes closed and just tell me what the best video you've ever done is. What's the best experience you've ever had? Do you know?
It's funny. The ones that I think are going to be really good don't generally end up generating as much leads as, like, this one that I did. I get, like, four leads a day from it. It's, like, half my lead flow almost. Okay.
So four leads a day from one video. Okay. Now, what I want you to do is I want you to imagine yourself in front of the camera. Remember that time when you made that video? I want you to step into your body.
How were you standing when you were in front of the camera? It was a screen capture video, actually. It was a screen capture video? Okay. So you were sitting down in front of a screen capture.
How did you feel in your body? Did you feel nervous or confident, or what did you feel like? Shot the thing, like, 50 times. You shot it, like, 50 times, but finally at the end of it, you felt good at it? Or were you not confident?
Was this just a fluke? I'm looking for confidence here. Oh, no, no, no. It was, yeah, like, I did it until I was completely solid with it. You were totally solid.
This is going to work. So step into that time when you were solid, and I want you to imagine yourself in that solid state. How did you feel in your body when you were solid? And everybody play along in your own thing. When you were solid, how did you feel?
Describe it. Was it a warmth? Was it cold? Were you thinking? Were you just flowing?
Describe it in your own words how you felt. And I want you to relive it. Just right now. Go ahead. It's safe.
Basically. But after I started shooting it for a while, like, maybe 10 or 12 times in, I started getting a flow of kind of what I was supposed to say and what I was going to say. Okay. And after watching a bunch of other people's videos. This is actually a video that I did.
You got a feel? You got a feel for it? How did it feel? I'm looking for the feeling. How did that feel when you got the feeling?
What did it feel like? Did it just feel good? Did it feel warm? Did you just feel relaxed? No.
No. It was really more of, like, finally, I got it kind of thing. Yeah. Doesn't that aha moment feel good? Yeah.
You don't feel it again when you're, you feel it again when you're remembering it, don't you? Isn't that fascinating how you can feel that at any time you choose, that aha moment that you felt then when you're in front of the camera? Isn't that interesting? Now, what I want you to do, just real quick, just real quick, just remembering that aha feeling. What I want you to do is I want you to also remember a time, okay, when you felt totally powerful and empowered.
You just, everybody has in their life. You know, I remember when I was a kid, okay, for example, I got my second degree black belt in karate, right? And for two weeks, I'd kick anybody's ass, right? You know, until Mr. Scott rubbed my face against the ground again.
But, you know, I mean, I just felt so powerful, you know what I mean, getting that, accomplishing that. What's a moment when you really felt powerful? Could have been the first time you got a lead, could have been the first time you sold a product, could have been something you did in school. What's a powerful time in your life? Probably.
Probably. Perfect. Now, who was it? I want you to go back, go back, and I want you to see the sights around you, feel the feelings in your body, all right? I want you to hear the things that are going on, the sounds that are going around you, all right?
Where are you standing? What does it look like? And how are you standing when you're sponsoring this person? How does it feel? Good?
Just empowering. Doesn't it? How does it feel right when they join? Yes, I got one. Yeah, you got one.
Doesn't that feel good when you get one? Yeah. Doesn't it feel good? Now, doesn't it fascinating as you remembered that, isn't it fascinating how as you remembered that story, you felt that same feeling just by remembering it? Do you think that can mean that you could feel it at any time?
Isn't that fascinating how you could feel that at any time? Now, one more thing I want to do, and everybody here, you can play along with this as well. This is just fascinating to mess around with, isn't it? Right? How you can just feel things any time.
Happiness can just be created out of thin air. I want you to remember a time when you were totally feeling in love. You know that kind of love when you feel in love and it just empowers you to do stuff? Everybody's had an experience in their life like that, like you two. You know, these two are engaged and everything like that.
What's a time in your life when you felt the most in love that you've ever felt in your entire life? You've just felt in love and empowered. You remember that? Okay, I want you to step into your body, look at the sights around you, hear the sounds that are going on, and tell me when you got it. I got it.
You got it. Isn't it fascinating how any time you want, you can call on those feelings of love? Don't you feel it again even as you're thinking about it and as you're remembering? And even then as you're remembering, feeling how powerful it is to be in love and how empowered you can be to be confident in any time you choose?
Any time you choose. Any time. Just by remembering these emotions. Isn't it fascinating how instantly, at any time, any time you're in any experience in your life, you can feel love and empowered and you can feel confident. Isn't that fascinating?
Okay, now what I want you to do is I want you to open your eyes and look at these people in front of you. I want you to look at the camera in front of you right there. But now instead of feeling the feeling, it's all faded away. And now all you feel is you feel that love that you felt like when you stepped back into that part of your body. All you feel now is that confidence that you felt when you stepped back into that time in your life when you had just sponsored your very first person.
All that you feel is that power, that authority, that confidence that you felt that time when you made that video, after you tried it for 50 times. But now, now you've got it. You've got it. How does that feel in your body? Now tell people about that government-approved system and just go.
Start. All right. Is your product government-approved? Now I ask you that because, you know, a lot of times we're pitching stuff. We actually don't really even know if it's government-approved.
We're trying to pitch our family and our friends, and we're trying to get everybody we know involved. Do you hate doing that? How would you like to hear about a system that is government-approved, anybody can do? You don't have to know SEO. You don't have to know videos.
You don't have to know how to do anything. All right. You seriously can spend an hour a day. You can do this system. You don't have to pitch Aunt Bertha.
All right. All you need to do is click the link right below this video. All right. I'm going to show you exactly what you need to do right now. Click the link right below this video.
Everybody give her a hand. Give her a hand. Awesome. Hey, you are powerful whenever you want to be. Whenever you want to be, you're powerful.
Whenever you want to be. Isn't that awesome, you guys? Well, it depends on what you're doing because you can't speak to everybody in every video. In a 30-second video, you can't speak to everybody, right? In an hour video, though, you better speak to everybody, right?
So you cover it all, you know? And here's the interesting thing is when analytical folks understand that by structuring it in a way that hits everybody, they sell more, they don't have a problem with it. You're like, oh, the hype makes sense. I'm going to insert that in there. A little bit.
At page four, the hype will be there. Right? That makes sense? So the only thing because the reason I'm telling, and you know this from the MLSP thing, probably I don't even know what they talked about after I left, but you'll have a tendency to always want to speak to people logically. Yes.
Okay, you're providing a system, not just a tool. It could be a tool. You're providing a system of some kind. And, guys, a system could be a, you know, a little code that they put in an autoresponder and now they're using all your presentations. You know what I mean?
It doesn't have to be, you know, Mike Dillard stuff, you know? It could be a little S1 code and you could build a system around that thing. And people would use it, right? You're providing your stuff for them to use to help them make their objective happen. Does that make sense?
So now they're using your stuff, virally creating attention around you, making them money that also gives you viral benefits in multiple ways, preferably that gets you leads from either the customers that they have. You don't have to get all the leads. I mean, what if you just captured the people that buy, right? Anybody ever wondered what you could do with a direct mail campaign to the MLSP database if you had 50,000 buyers to mail to, right? Or you could capture the lead itself if you know a little bit.
That's a little bit more technically advanced, right? So it's, you're helping that person accomplish what they want when they're new. Because this stuff, guys, who in here would want to explain this stuff to somebody that had never been in network marketing before? They'd have a heart attack. You know what I mean?
This is not for that time. That time when they're new is for them to do a simple task that they do daily that starts working if they keep going. And then if they want advanced training, what can they do? They can buy at any time. Even if it's now.
We got some applications over here. You love this stuff, don't you? That make sense though? Does that help? Okay, so just put into your process everything you create if you're creating stuff to sell.
Even if you're not selling your own stuff. Even if you're selling other people's stuff. Everything you create that's your own sales process, inject into it a system for other people to use it who buy through you. In this niche, magic. Why?
Because then it's another bonus. Who in here knows bonuses help sell? Well, compare two bonuses that are both worth $3,200. Right? Here's the list of bonuses you get.
$500 coaching session, you get 30 minutes with yours truly. Right? $500. Value. Right there.
David uses that stuff all the time. Right? Plus, you get this course I made. It's an audio course on recruiting. $97 value.
But not only that. The moment you buy, which you should be filling out right now, by the way, a new screen opens. It opens a new window so you can keep watching the video. The moment you buy, that second you're actually going to be getting an email where not only are you going to learn how to do all the stuff in this course, but also you can use this presentation to recruit.
I got training on how to use it. You can start getting leads and recruiting tomorrow. Right? Versus just the products. What bonus is more attractive?
The system. Right? It's more attractive. Not only is it more attractive, but now you're getting what? Free leads for doing nothing.
It's almost like cheating. You're doing what the Federal Reserve's doing, but it's not evil. Right?
One email opens every transcript on the site. No card. You’ll land right back here, logged in.