Grow Facebook group

How I Grew a Facebook Group by 11% in 60 Days

Today I’m going to take you through the steps that I have personally used to grow my Facebook group by 11% in just 60 days and show you how you can do it too.

Before we dive in head first I have a word of caution.

You should NOT rely on Facebook groups to build your business, or any other platform that you do not have complete control of.

There is always the possibility that you may unknowingly violate the terms of service and potentially lose the following you have built. Instead you should use your Facebook group as a vehicle to funnel people into your email list or another system that you do have complete control over.

The 5 Steps And How You Should Approach Them:

I have achieved a steady growth of 11% over the last 60 days by increasing the frequency of my posts and focusing on adding the right type of content that engages the audience. I attribute the majority of my growth to the following:

Educational Content & Inspirational Content

The purpose of adding educational and inspirational content on a more frequent basis will help keep your audience more motivated and engaged. With a nice mix of motivation, inspiration, and education members will feel that their goals are achievable.

Ask More Questions

Asking questions has been a huge help when it comes to getting group members engaged. Your focus should be on asking the right types of questions and making sure not to over do it. You don’t want to make it all about your self. Stay focused on the type of content the reader gets excited about.

Welcome New Members

Making a welcome post and tagging new members is a great way to set the tone for the group and make everyone feel welcome.

Cross Promotion/ Social Media Promotion

A big way to make sure your group members can stay up to date on all the latest info is to promote your group to your email list and vice versa promoting your email list to your Facebook group. Promoting your group on other social media platforms such as twitter, Instagram, linked in, can all lead to more members flocking to your group.

Competitions & Giveaways

A great strategy in addition to all the ones listed above is to run some competitions and giveaways. PEOPLE LOVE FREE! So in order to increase the desirability of products I will give some away through competitions.

Final Conclusion

Overall if you make the mission of your group very clear and focus on serving your core purpose you will grow your Facebook group. Begin by implementing the ideas you have learned today and do not focus solely on new traffic. Make sure part of your focus remains on keeping your current members engaged and excited about the content you have to offer.

Product Framework

Part 2: Creating Your Digital Product Framework

Today is the second part of the Profit From Your Passion series, where you’ll learn how to monetize your website. In this chapter you’re going to learn the perfect product framework for creating digital products.

This is the first starting point –  to think about the end point, the actual product that we’d like to sell.

When you start with the ending, you increase your chance of success because you’re not wondering around aimlessly.

This way, you have purpose.

But don’t worry, we’re not going to create the product yet. We just need to have a very loose idea of the general direction that we need to go in.

Once we start with the endpoint, we know where the journey will lead us. And this will help you to figure out what the actual contents inside your product needs to be.

Everything we do has to match the product. Every piece of promotional content has to work together. Everything has to be in perfect alignment, to give us the best chance of making the level of sales that we hope to make.

So let me show you what I mean.

Digital Product Framework

Here we here we have the escape and arrival framework. A marketer called Frank Kern developed this system:

Escape from problem 

  • 1st thing 
  • 2nd thing
  • 3rd thing

Arrive at solution

We start with a problem – something that your audience wants to escape from.

And then we have all the steps that they need to take to move away from the problem and to eventually arrive at the solution.

Your product will give them all the steps they need to take in the order they need to take.

I’ll give you in an actual example of this.

Example Content

If we are in the health niche you could plan to create a video series or a PDF guiding people through the steps to become healthier.

Imagine each one as a chapter of a book:

Escape from: Feeling unhealthy 

  • Mindset
  • Detox
  • Diet plan

Arrive to: Feeling healthier

So, chapter one of the PDF could be all about mindset. Chapter two could be detox. And chapter three could be a diet plan.

This is a good outline for the contents of a digital product.

Drilling Down

We can also drill down a little bit further into each section, and create more topics.

If we take the detox chapter, for example, we might want to create a section about things that need to be eliminated from a diet and also create a section for healthy things to be added to a diet:

Escape from: Feeling unhealthy

  • Mindset
  • Detox (lead magnet)
    — Eliminate X, Y, Z  (blog post)
    — Increase X, Y, Z 
  • Diet plan

Arrive to: Feeling healthier

Now we can break these up into smaller chunks.

The detox section could be used to make a lead magnet.

We can drill down even further into this and break off one section and use it as a blog post.

Hopefully you can see how things are going to fit together in this process?

And that’s why we start with outlining the contents of the info product first.

Your Homework

So your homework is to get a sheet of paper, start with you your problem – the thing that your audience wants to escape from, and then draw a line down to the arrival – the solution.

Then write down all the steps they need to take, in the order they need to take, to solve the problem.

Now through using this product framework, you’ll have a rough idea of the direction that you’re going, which will determine the action we take next; creating an extremely high value blog post.

How to Monetize your Website – Profit from your Passion

Quickstart Sections


Find Your Niche
Make Website
Product Framework
Capturing Leads Autopilot Email Campaigns
Sales Funnel
Make Online Courses Start Selling Promotional Content Ideas
Recruit Affiliates Segmentation & Automation Facebook Ads

Today you’re going to learn how to monetize your website.

You see, I’ve been thinking long and hard about how I can deliver the best value to you through Profit Copilot. So what I have decided to do is show you step by step how to profit from your passion and monetize your website.

You’ll see exactly how it’s done, so you can follow along.

Passion is the secret ingredient.

Why passion?

Because you’re going to need it during the times of self-doubt.

Make no mistake, this stuff is hard. It takes time, and it takes discipline.

Setting the right expectations

You probably haven’t seen anything like this before because I have condensed and boiled down all the stuff that you need to know and I have removed all the stuff you don’t.

But its up to you to decide if this is the right thing for you.

Almost every Internet marketer makes ridiculous promises of overnight millions or tells people they’re gonna make tens of thousands in the first couple of months.

But that’s just not true.

It takes time and it takes hard work.

There are unethical marketers out there who prey on people’s lack of knowledge, and I really want to set myself apart from those guys.

So I’m giving you the proven formula, for free.

I figure, if I show you how to turn your website into a lucrative business – one that you’re passionate about, and one that’s based on the interests you already have, that’s a really positive contribution for me to make.

And it might stop you from giving away your hard earned money to people who don’t really know what they’re doing.

Who is this for?

This training course is for people who already have a website that they’re passionate about. It’s for people who are contributing something incredibly positive to their communities.

If you’re looking for a quick way to make a few bucks, this isn’t for you.

But if you love creating heart-centric content that improves people’s lives, knowledge, or situations – even just a little bit, AND you want a way to monetize that passion – this is for you.

For that reason, I’m going to assume that you already have a website and you are actively blogging or creating content on a regular basis.

Monetize your website

Think of this as a system that can be bolted-on to an existing website.

Here is everything that’s involved in getting this system up and running, and okay, I know it looks like a lot of stuff but when we break it down step by step it’s actually a fairly simple process:

  • Outline product content
  • Write 1 high quality blog post
  • Create 1 lead magnet
  • Make 1 squeeze page
  • Build email list
  • Test affiliate offers
  • Create digital product
  • Create sales page
  • Recruit affiliates
  • Advertise

So the first thing that we need to do is decide what we’re going to sell. You can’t truly monetize your website without having a product to sell.

Jumping in at the deep end?

Okay, I know that it might seem like jumping in at the deep end but we’re not actually going to make anything yet.

We’re just going get a rough idea of what we’re going to make. This comes down to your passions.

I know that marketers talk about finding the right niche and keyword research, and it’s handy but we don’t need it here because you just need to validate that your niche is a profitable one.

To do that just go to Amazon and see if there’s books and magazines about that topic. If information products already exist out there then fantastic.

This is not complicated stuff.

Chances are if you’re watching this you already have a website about a topic you love, or you’re creating content in that niche.

But if you do need to find one and want solid numbers I’ve got this video which might help you:

Creating profitable content

We need to have a rough idea of what you’re going to sell – it’s going to be a digital information product so it could be a PDF,  video series or an audio series, it doesn’t matter right now.

All you need to do is have an idea of the content and I’ll get into it into more detail in the next post.

Once we have an idea of what we’re going to sell we’re going to create a blog post based on that content.

Then we’re going to create a lead magnet – something that will entice people to join your email list.

Building a sales funnel

We’re also going to create a squeeze page for that, then we’re going to build the email list.

In reality, is the start of a sales funnel and I’ll show you how to build those later in this series.

Next, after we’ve started building an email list we need to test affiliate offers. This is to give us an idea of what is working in the niche and what kind of things people are responding to.

This will give us an idea of how to position the product.

The sales process

Then we need to create the product, and I’m going to show you how to do really quickly and easily

And it’s not going to take you weeks to do – we’re going to do it in a few days, maximum.

Now its time to create the sales page. There’s so much information I’ve got for you about writing sales copy and persuasion techniques. I’m very passionate about that area.

Next on the list is to recruit affiliates who will promote your product. They’re going to become like a virtual sales army who will go out and bring money into our business.

And then finally we’re going to start advertising for long term growth.

How long will it take?

There’s a lot of ground to cover I know, but by the end of this series you will have an awesome website that’s profitable.

The first time you do this is the hardest. Each time you create a new product, the process becomes easier – and quicker.

Here there are around 10 steps.

While I can give you all the info you need, you’re the one who has to do the work.

So I can’t predict how long this will take you.

Depending on your motivation and discipline levels, you might breeze through all the videos in a couple of hours, or you might be still chipping away at things in a few weeks.

How much will this cost?

It’s not going to cost you anything from me. I’m going to give you the information for free and that’s because I really want to deliver the maximum value to you.

You’ve probably already got everything you need; a domain name and web hosting.

Next up is an autoresponder – which is absolutely essential.

Finally you’ll need a small advertising budget. I’d recommend starting with $5 or $10.

Not too bad, right?

How much money can I make?

This is another variable that I can’t predict.

There are just too many factors to consider; the type of products you promote, the price point, commission level, the size of your email list, the copy you write, etc, etc.

In short, its up to you. If you’re willing to work at this, consistently and for a period of time, you will slowly make a steady income that grows each month.

I’ve seen students who’ve quit their job after 6 months, while it’s taken others 6 years.

So if this is the kind of thing that you like to see more of, keep an eye out for the next part tomorrow where we will continue to monetize your website.

Low Stress way to Find your Perfect Niche

There are two main schools of thought when it comes to finding the perfect niche.

I’m going to remove the stress and show you how to find the right one for you.

 Install a Website

The plan of attack

We need a solid outline, a plan of attack so we know which direction we’re heading in.

This is a very loose structure that might change slightly as we go through the process, but as along as we have a starting point, and an ending point, then we know where to go and the steps we need to take to get there.

Which neatly brings us to the product creation framework.

Product Creation Framework

This is the first starting point –  to think about the end point, the actual product that we’d like to sell.

When you start with the ending, you increase your chance of success because you’re not wondering around aimlessly.

This way, you have purpose.

But don’t worry, we’re not going to create the product yet. We just need to have a very loose idea of the general direction that we need to go in.

Just like the first video, nothing is set in stone and we’re free to make changes and switch things around.

There’s no right or wrong way to do this.

Once we start with the endpoint, we know where the journey will lead us. And this will help you to figure out what the actual contents inside your product needs to be.

Everything we do has to match the product. Every piece of promotional content has to work together. Everything has to be in perfect alignment, to give us the best chance of making the level of sales that we hope to make.

So let me show you what I mean.

Digital Product Framework

Here we here we have the escape and arrival framework. A marketer called Frank Kern developed this system:

Escape from problem 

  • 1st thing 
  • 2nd thing
  • 3rd thing

Arrive at solution

We start with a problem – something that your audience wants to escape from.

And then we have all the steps that they need to take to move away from the problem and to eventually arrive at the solution.

Your product will give them all the steps they need to take in the order they need to take.

I’ll give you in an actual example of this.


If we are in the health niche you could plan to create a video series or a PDF guiding people through the steps to become healthier.

Imagine each one as a chapter of a book:

Escape from: Feeling unhealthy 

  • Mindset
  • Detox
  • Diet plan

Arrive to: Feeling healthier

So, chapter one of the PDF could be all about mindset. Chapter two could be detox. And chapter three could be a diet plan.

This is a good outline for the contents of a digital product.

Drilling Down

We can also drill down a little bit further into each section, and create more topics.

If we take the detox chapter, for example, we might want to create a section about things that need to be eliminated from a diet and also create a section for healthy things to be added to a diet:

Escape from: Feeling unhealthy

  • Mindset
  • Detox (lead magnet)
    — Eliminate X, Y, Z  (blog post)
    — Increase X, Y, Z 
  • Diet plan

Arrive to: Feeling healthier

Now we can break these up into smaller chunks.

The detox section could be used to make a lead magnet.

We can drill down even further into this and break off one section and use it as a blog post.

Hopefully you can see how things are going to fit together in this process?

And that’s why we start with outlining the contents of the info product first.

Your Homework

So your homework is to get a sheet of paper, start with you your problem – the thing that your audience wants to escape from, and then draw a line down to the arrival – the solution.

Then write down all the steps they need to take, in the order they need to take, to solve the problem.

Now through using this product framework, you’ll have a rough idea of the direction that you’re going, which will determine the action we take next; creating an extremely high value blog post.

Make your lead magnet

Lead magnets are very important because they really assist in the list building process, they help us to build email lists quicker.

Lead Magnets Explained

We need to start collecting email addresses from the people who are actively engaged in what we’re doing. They will become fans and support us.

Lead magnets give our audience more information and more detail than what we post publicly. We need email addresses so we can stay in touch, deliver value, and run promotions.

But we are not going to start collecting random email addresses.

And we’re certainly not buying email address databases or anything like that.

I’ve seen lots of people doing that and they always end up just wasting their money because they’re buying cold leads.

Instead, collect your own leads. Yup it’s a longer process but it’s a more rewarding one, and it’s more profitable for you in the long run.

So what we have to do is create an ethical bribe – that’s something of high value, something that’s very desirable to your audience.

And we offer that to them for free in exchange for the email address.

The Follow-up

Once we obtain the email address we can then carry out a follow-up sequence which I’ll get to in a forthcoming chapter.

That’s where the real if it comes in with digital marketing we always profit on the back end.

We rarely profit from trying to make a sale up front, so the lead magnet gets us to the follow-up process we need, faster.

The Rules

The lead magnet is going to help your audience solve a problem, so let me run you through the rules of creating an awesome one that your audience will want to get:

  • It must be highly desirable
  • Your lead magnet must make a promise
  • It must provide outstanding value to them
  • You must make it easy to obtain and
  • And it must deliver on the promises that it makes

All good stuff there, right?

So when you follow these rules and your lead magnet has all those things,  you are contributing something incredibly positive to your niche.

Your First Lead Magnet

How do we make a lead magnet?

Well, it’s a really quick and easy process.

You’re going to have to trust me on this, and you’re gonna have to just follow the process and have faith that I am taking you on a good journey and the end result is going to be where you want to be.

I know its a big ask, at this stage.

What I want you to do  immediately after reading this post, is to grab your phone or grab a computer microphone, hit record and talk about your topic for about twenty or thirty minutes.

Let me go into a bit more detail.

What To Include?

Remember yesterday that we have the escape and arrival framework?

That had all the steps that your audience needs to take to solve a problem.

What you are going to do is take one of those sections and talk about it for 20 or 30 minutes while recording your voice.

Don’t worry nobody is going to hear it – it’s not gonna go on the Internet. We’re not gonna publish the audio.

For a start, it’s gonna be full of mistakes. You’re gonna make lots of ‘um’s’ and ‘ah’s’ – and that’s okay.

Once you’ve recored your voice you’ll have created an asset.

Outsourcing The Rest

Then take that recording and find someone on Fiverr that can transcribe the recording for you.

They’re not gonna share it with anyone and they’re not going to publish it on the Internet but they will create a written transcript for you.

The next thing I want you to do is immediately take that text document and just send it to an editor – you can find one on Fiverr.

Ask them to make it conversational and readable.

What you’ll receive back is a professional looking lead magnet without any of the mistakes.

Your Homework

So your homework for today is to spend the next half an hour recording yourself talking about one of the steps that you added to your product framework.

That’s it, simple stuff, right?


Make a squeeze page

You might have heard squeeze pages referred to as landing pages.

There are several types of landing page, but the one we are interested in allow people to subscribe to email lists in exchange for a lead magnet.

Your Options

For this I am going to use a WordPress plugin called Thrive Architect.

But listen, you don’t need to invest in any software to do this.

In fact, you can set up an online business and make money from it practically for free, using free methods and free tools.

That is an option for you if you, but of course if you invest in professionally designed software and platforms then you will get to where you want to go quicker.

However, I think that its essential to use a professional email list building platform.

But when it comes to squeeze pages, if you’re feeling lazy and just want someone to do it for you then I can recommend Commerce Warriors and they will build an entire funnel for you.

If you really don’t want to invest anything at the moment then just head over to

You can then search for landing page or squeeze page plugins and there you’re going to get tons of free options.

Just go through find one that suits your needs save yourself a few quid if you want to.

It doesn’t matter what system you are using because all the components will always be the same.

High Conversions

We will need some kind of visual reference for the lead magnet, so we would typically use video.

In my experience video produces the best results. But If you’re not comfortable on camera yet then a picture of a book cover would do.

One of the most important things on a squeeze page is the headline, so we need to make a really bold promise.

We need to make the benefits clear, and make sure people know that the lead magnet is 100% free.

Now, we can get a bit wordy if we want to but I’ve found that just having a few bullet points conveys the message really clearly. People don’t read big chunks of text on squeeze pages.

They just want to know what you can do for them so they can make a decision.

Next you want to put a few bullet points on there, and make each one a benefit.

So the page is going to be packed with benefits – in fact, in just the headline we have got three maybe four benefits right there.

What we’re doing on a squeeze page is loading up the benefits and that’s the secret to a really effective squeeze page and one that converts really well. Just stack up the benefits.

The Form

Then we have the opt-in form and we can connect that to an autoresponder service. I use ActiveCampaign.

When you connect your opt-in form, no matter that service you’re using it’s important to ‘tag’ your form.

This will give each subscriber a label, so you know which form they used in the sign-up process.

You will also be able to do advanced targeting and dynamic behavioural responses with them, based on their actions.

I’ll go into more detail about that later on in this series.

Then we set the ‘Re-direct URL’.

It’s another really important part of our sales funnel.

The re-direct is going to point to a page on your website that offers a One Time Offer (OTO).

This will become more clear as we go deeper into this process, so take a note of the name of the page.

Now you need to add a new page and make sure the URL matches the re-direct URL.

Here you can  upload files and drag in your lead magnet and create the link to it.

Now people who visit this page can download it.

At some point in the very near future we’re going to put a special offer on this page.

Ok, I’ve given you a lot of information and a lot to do today so ahead and get cracking to set up your squeeze page.

Finally upload your lead magnet and set the links to make sure that everything is connected properly so when someone subscribes to your list they’re redirected to the right page.

Now you have a high converting squeeze page.

Autopilot Marketing

This is where the real power of your website is. It’s how to get it running on autopilot.

It makes sure that you don’t have to manually email everybody who subscribes.

Listen, I’ve done it both ways. Back in 2009 I had a lead magnet about SEO.

I built an email list and I was manually adding people. It was a nightmare, and one day there was a spike in traffic and an extra 50 people subscribed all at once.

I just couldn’t cope.

So, we need an autoresponder for this, and there’s 2 that I can recommend.

They are ActiveCampaign – which I am currently using and then we also have Aweber – which I’ve previously used for almost 10 years.

I’m gonna talk you through the pros and cons of each one so you can decide for yourself which one you should go with.

I would say you don’t need an autoresponder but if you want to make your life a whole lot easier, then yes.

This is where the real power of your website is. It’s how to get it running on autopilot.

It makes sure that you don’t have to manually email everybody who subscribes.

Listen, I’ve done it both ways. Back in 2009 I had a lead magnet about SEO.

I built an email list and I was manually adding people. It was a nightmare, and one day there was a spike in traffic and an extra 50 people subscribed all at once.

I just couldn’t cope.

So I would say definitely invest in an autoresponder if you can.

The two that I would recommend is ActiveCampaign and Aweber.


ActiveCampaign is great if you are doing value based campaigns.

If you’re creating content on a regular basis and you’re not worried so much about the affiliate marketing side of things, this is the one to go for.

There is a slight learning curve involved and it’s slightly more expensive than Aweber.

But it has awesome behavioural dynamic response capabilities.

Dynamic response is absolutely the future of email marketing – you cannot ignore this any longer if you want to stay competitive.


The other autoresponder we’ve got is Aweber.

This is really good if you are promoting affiliate offers.

So if you’re more about just pitching offers then Aweber is the one to go for.

It’s easy to use but there is little behavioural dynamic response on the platform.

And I think that’s a crying shame, it’s actually why I left Aweber.

They don’t have many automations and the ones that they do have are very buggy.

That’s the main difference between Aweber and ActiveCampaign so you can decide which one is right for

Your First Automation

Because I’m using ActiveCampaign I’m going to show you how to get set up with that.

So here we are in the dashboard we’ve gone to ‘Automations’, we’re going to click new automation

I’m going to hit ‘From Scratch’:

So here we’ve got some options.

We can trigger an automation when someone subscribes but I’m not going to do that.

What I’m going to do is choose ‘Tag is Added’.

And that’s because we’re going to have multiple avenues into the list and all of those avenues will be a specific tag.

Remember during the squeeze page set-up we added a tag called ‘Detox PDF’?

So what happens when someone subscribes to this email list with the tag, we’re gonna send them a welcome email containing a link to the lead magnet.

Make sure your email has some personalisation, like their first name, and tell them what to expect from your list.

If you can make the email look as natural as possible and avoid the corporate look.

Try to make emails look and sound just like you are emailing a friend.

The purpose of this is to just run you through a basic automation process.

Later on we inject high tension and drama into the email sequence to get your subscribers hooked.

But today is all about the mechanics of getting you up and running fast.

You automation should look like this now:

And that’s about it.

Fairly painless, right?

I’ve given you giving you a fair bit to think about in this and I want to call it a day so you can just get cracking and get up and running with your very first welcome email, that will run on autopilot.

Make an online course

As you already know, monetizing your website properly (for the longterm) is hard and it takes time.

But when you commit to creating information products and online courses, you can reap the rewards for years to come. They are assets that continue to profit many years later.

Just a few days ago one of my older products, from 6 or 7 years ago, made a sale – without any promotion from me. In fact I’d completely forgotten about it.

So let’s get started with making your first online course.

Being an Expert?

It’s important to know that when it comes to making courses you don’t have to be an expert.

A lot of people fall down at the very first hurdle but you just got to be a few steps ahead of your students.

Just show them the journey that you’ve been on and allow them to follow you further.

That’s all you have to do.

The Course Content

And then for the actual content of your online course;  remember the product creation framework?

We help your customers escape from a problem and then walk them through all the things they need to take to arrive at a solution, in the order they need to do them.

So go back to that product framework drill down into the next few steps and create content that’s based around that.

Make sure the content is ‘how-to’ and step by step.

If you are really stuck for content ideas just have a look on Udemy and other courses in your market.

Also look on forums, FAQ sections, blogs, Quora, Reddit etc and see what questions are being asked about your niche and what problems people need help with.

The Format

Now when you’re actually making the course you can write a text document and convert it to PDF if you don’t want to use video.

You don’t have to write 200 pages or anything like that but it does have to have a lot of meaty content.

So we don’t want to make something that’s full of fluff.

We want to actually have highly valuable content in there that actually helps your customers to solve a problem.

While you can deliver that through PDF or a collection of PDFs, if you want to make more money then use video.

Also no matter what format you choose, you have to make sure that every module covers one particular task.

So we don’t have a video with a bunch of different topics in it.

We break it down into smaller chunks and that is so your customers can digest the information easily.

They can copy and replicate what you’re teaching them, and they’re not getting bogged down with loads of different ideas.


And then when it comes to pricing your online course, at the low end we’d typically charge around $30 for a PDF going right up to around $500 for video content – and anywhere in between.

The pricing that you use will massively depend on your niche and the pricing structure of your competitors.

There are a few variables and ultimately you’ll have to choose a price that you are happy with.

I know that Teachable encourages you to sell a course for a minimum of $100, while Udemy suggests around $20.

It really depends on what you’re comfortable with.

Now I’m going to show you the exact gear that I use in my business, if  you want to use that as inspiration.


So let’s get into the equipment that you might want to use.

The first thing that we’re going to need if you’re gonna do video is a camera.


If you don’t want to invest in a camera then you can use a smartphone. They’ve all got HD capability.

But if you want to go a bit fancier then I can recommend something like the Logitech c920.

It’s an amazing webcam. I’ve made a while bunch of courses with this and it served me really well.

And it’s probably still the best HD webcam on the market, in my opinion.

You could also use a Flip camera, they’re still really usable.

We’ve also got DSLR cameras – which I’m using at the moment.

I am using a Canon 700D and it’s a good entry-level DSLR.


Next you’re gonna need a good microphone.

Resist the urge to buy those cheap no-brand microphones.

I spent years buying them and they break quickly and the recording quality is very poor.

One option is a lapel mic that will just clip on to your shirt.

I use an Audio Technica and it’s a very good brand. Decent sound quality, if a little low.

Of course we’ve got the king of all USB mics; the Blue Yeti.

They are very popular microphones. It’s I use when I’m on the computer. The sound quality is hard to beat.

We’ve also got something like the Zoom H4N which very good microphone and recorder. It eats batteries like there’s no tomorrow, but the sound quality is fantastic.

And then we’ve also got the Rode Video Mic Pro. These are great if you’re using a DSLR because they plug right into the external mic socket.

I can recommend all these microphones but you only need one.


And then you’re gonna have to have some lighting.

Typically you would get these big soft boxes but you don’t actually have to have those.

It’s important to think about the position of the lights, too.

I like to have three-point lighting – so above me is a hair light and then a couple of smaller lights to the side of me.

This kind of lighting system gives good definition so I don’t blend into the background.

But you don’t have to have that set up.

You could just use an LED light box.

They are very powerful and a good option if you’re short on space or short on budget.

The brand really doesn’t matter when it comes to lighting, both soft boxes and LED lights will last for years.

So there you go, I’ve shown you the way that I create my courses and the process that I use.

Obviously I use video more than anything else because it’s more valuable and I can sell that a higher price.

Videos are also quicker to make.

But I’m doing in this process is giving you multiple options and you can just decide whichever one works best for you.

Now you know how to make an online course.

How to make a tripwire funnel

Tripwire products are low priced items that you can offer your email subscribers immediately after they subscribe to your list.

It’s a good way to get them from your freebie-seekers list, and onto your buyers list.

Tripwire products are awesome, so let’s get into this.

The Benefits

One of the main benefits of using a tripwires product is to cover the cost of your adverts.

Because we’re eventually going to promote your stuff through advertising (it’s the best way to get traffic) using a tripwire product essentially makes sure that it’s free traffic.

The tripwire should be a low ticket purchase, and an offer that’s so enticing, that it covers the cost of advertising.

Another major benefit of using a tripwire is to build trust.

So it’s a great way for your customers to get to know you and start that relationship building process.

Typically, tripwires cost between $7 and $30 per sale.

When they’re within that range they can switch on the ‘buying mode’.

They’ve changed the conversation in your prospects head from IF they going to buy to HOW MUCH are they going to spend.

Obviously we have to deliver outstanding value in the product and try our best to overdeliver.

But we also use tripwires as a vehicle to up-selling to our main training course.

Remember yesterday we made an online course? Well the tripwire is going to promote that course so that helps you make more profit in the end.

So how do you structure your tripwire?

Well, I actually have a really good formula that you can just follow.

The Formula

The tripwire should make a promise to your customer.

Then you should show the end results of that promise.

Next you should include testimonials – even if that’s your own experience.

Then you gotta highlight common problems.

And then you get a bit personal and reveal your struggle.

Share your story because the story is what people will remember and that will help you to bond with your audience quicker.

Tell people where you’ve come from, and about the journey that you have been on.

People will want to share your success, so let them see that it is achievable for them too.

So once we’ve got all that content down inside the tripwire, the next thing we need to do is dispel some common myths.

This helps to position you as different to the competition.

Talk about things that are taken for granted, and then you dispel them. Explain why it’s wrong and give better alternatives.

And that’s where you give the solution.

This should be a really large section of your tripwire because this is where you actually given him the how-to information.

This should be actionable info to solve their problem.

Everything before the solution is all about their mindset.

You gotta them realise what the problem is and give them the self belief to solve it.

Don’t underestimate the power of everything that comes before the solution because your prospects to believe in themselves.

Think of it like you’re giving them the motivation and the determination to they need improve the situation.

Then once you’ve shown them how to get the results they need, you give them a call to action.

The Upsell

This is where you pitch your online course.

I would say keep the pitch to around 5% of the total content of your tripwire.

That’s because you don’t want to sell them an advert.

Give them absolute maximum value and then say: “we’re going to help you take the next step on your journey for long-term results”.

So how do we actually make a tripwire?


If you’re going to sell a PDF you can use Google Docs.

I really recommend using Google Docs because it means you can log in from anywhere with an Internet connection, or use multiple devices.

I’ll sometimes work at home on the computer and then I’ll take a laptop and sit in Starbucks and carry on working.

You could also use Microsoft Word, or even Canva.

What I tend to do is write out my content in Google Docs or Evernote and then I paste it into Canva and format it to make it look pretty.

I’ve actually got another video about Canva here.

Another option could be to do screen recording.

Screen Recording

I’ve done lots of screen recording, the very first online course that I made was made up entirely of PowerPoint slides.

You could use Keynote, Google Slides, or PowerPoint and then record your screen with ScreenFlow, Camtasia, or Screencast-o-Matic.

ScreenFlow is probably the best one that I have used so far, but it is for Mac only.

If you’re on a PC and you can afford it then go for Camtasia, otherwise Screencast-O-Matic is a really good budget option for recording your slides.

So there you go I hope you found this useful and hope that’s helped you to get everything you need to create your own tripwire products.

And you know what, this is just one more way of creating products in this Profit From Your Passion series.

I’ve given you 3 ways to create products, so you can just choose the ones that resonate with you.

How to sell your digital products

In my 20 years in digital marketing I’ve never experienced a more lucrative business model than selling digital products.

It’s a really simple process:

  • Upload your product
  • Use JVZoo to create the buy button
  • Paste the code into the sales page
  • Add a second product to the funnel

I recommend using JVZoo because it gives you everything you need to get started quickly.

There’s also a large marketplace that’s filled with affiliate marketers looking to promote a product like yours.

Easy stuff, right?

How to get content ideas

This is important because you’re going to need a fresh supply of content, for longterm success.

But you only need 1 blog post to get started. The post that you write today will be the one you’ll advertise on Facebook, in order to drive traffic to your site.

Once those visitors receive the Pixel, the custom audience you made in Facebook will advertise the squeeze page exclusively to them.

You can of course just advertise your squeeze page and miss this step, some markets will respond to that but some won’t.

This way, you’ve got both bases covered.

But in order to create good content, we’ve got a few rules.

The Rules

First of all you got to answer burning questions in your niche.

Look through forums and Facebook groups to find which questions people are asking.

Also the FAQ sections websites and forums are goldmine of ideas.

There you’ll find the exact questions that people want to know the answers.

Your content must solve a problem.

Don’t tackle a bunch of different problems – just focus on and solve one.

The solution that you give them must be actionable. And it has to deliver results.

So make sure your audience is able to achieve something by the end of the blog post.

Here’s another way to find an unlimited number of content ideas. It’s a website called Answer the Public.

It’ll take a few seconds to generate a bunch of content ideas for you.

That’s really good starting point to help you get up and running quickly.

How to recruit affiliates

Affiliates will promote your stuff in exchange for a healthy commission of every sale they make for you.

This means when you get the right affiliates on board, you can ramp up your earnings quickly.

So I’m gonna run you through how to do that now.

While this IS a very lucrative approach to marketing, I don’t think it’s a smart long term strategy. I explain more about that here.

But for an initial cash injection into your business it’s a fantastic strategy.

The Cost of Affiliates

Typically we would offer an affiliate between 50% and 75% per sale.

Now if you think that sounds like a lot, then you’re right – it is a lot.

We do give away a lot of commission per sale, but we don’t have to worry about the marketing side of things during that period if we don’t want to. The sales are coming in for free.

I’m going to give you some do’s and don’ts to help you attract higher quality affiliates.

Attracting Affiliates


The first thing is do fill a gap, fill a need.

Find out what your potential affiliate partners are promoting and find out what they’re not promoting.

Decide what they need and then if your product fills that gap they will be more inclined to promote you.

Also do know your Earnings Per Click (EPC).

I know if you’re getting into this for the first time you might not have that info, and that’s okay.

Don’t let that deter. When you do know your EPC just let your future affiliates know what that is.

It’s important because it tells them how much revenue they should expect to make for every visitor they send to your sales page.

Do let affiliates try out your  product first.

You have to give them access to it, so offer a copy and they can decide if it’s right for their list.

Do mention the commission percentage.

Make sure they know how much you’re charging per sale and let them know of any upsells that they can also profit from.

If you can, do offer a special bonus it’s unique to them and their list

Don’t use avatars or cartoon pictures to try and hide your identity.

Be real and if you have track record let them know about it.


Don’t lead with your commission.

I know it’s tempting to open the email with something like “OMG! OMG! I’m gonna offer you a massive 75 % per sale! Cha-ching! OMG!”, but guess-what?

Everyone’s doing that so it’s not a big deal. Affiliates are not wowed by that anymore.

Don’t be smarmy or a kiss-ass.

A little bit of flattery will go a long way but too much another turnoff because it feels manipulative.

Don’t be rude or egotistical.

You might feel that your product is the best one on the planet, but most product vendors feel the same way too.

So it’s not cool to insist that they promote you.

Don’t expect a reply.

High quality affiliates are bombarded with offers every single day and there’s only a very small percentage that they can say yes to.

So don’t be put off if you don’t get reply. It just means that it wasn’t the right product, at the right time. Don’t take it personally.

Just knuckle down move on to the next  because there are going to be plenty of affiliates out there who need to promote a product like yours.

Email segmentation

This final lesson is all about email segmentation and dynamic behavioural response.

Sounds complicated but it isn’t.

When we segment our email subscribers, we can treat them differently according to their actions.

This allows you to create highly targeted email campaigns that boost engagement, and profit.

Advanced Automation

For this we’re going to use ActiveCampaign.

You’re going to create a second email list and this time you’re gonna call it ‘customers’.

Previously you made your first email list which was just for freebie seekers – people who will subscribe to get your lead magnet.

Today we are making one specifically for customers.

Then create a new automation.

The trigger that we’re gonna run is when ‘a contact subscribes’ to the list to your customers-only list.

This is to make sure that people unsubscribe from your freebie list.

What this does is it allows you to treat the people who are on your freebie list in a different way to your customers.

We do this because when someone becomes your customer they are supporting your business, so you treat them differently.

Dynamic Behavioural Response

Remember we made this automation a few days ago?

When someone subscribes to your freebie lists with the ‘detox pdf’ tag they’re automatically added to this automation and a welcome email sequence will trigger.

They will receive an email with a link to the lead magnet.

What I really want to show you its some dynamic behavioural response:

What we can do now is, is if a subscriber doesn’t open the email we can trigger a reminder email.

We can give them an extra day to grab the lead magnet before adding them to the rest of the sequence.

Then a new email is automatically sent everyday.

And For the people who DID open the welcome email, they are sent directly into a nurture sequence containing high value content.

In fact, there are hundreds of different types of campaigns you could run. ActiveCampaign has loads of free campaigns that you can use.

Bonus: Facebook Advertising

Install your Pixel

Retarget your visitors

I’m gonna show you how to do Facebook retargeting. This is really good if you’re building an email list.

It works like this:

When someone visits your website the Facebook pixel will fire. And the next time they visit Facebook we can display a custom advert to them. You might use this to advertise your lead magnet.

In a previous video, I showed you how to make a pixel and install it on a website:

The pixel is now firing and collecting data, this lets us create a custom audience and then make an advert specifically for that audience.

I’m going to give you the main touch points on how to do that.

Custom Audiences

So here we are back in Facebook and we are gonna target people who have visited the website – and nobody else.

This makes our campaigns very effective very targeted and you know fairly cheap to run:

We can do some fairly clever things here but for the purpose of simplicity I’m just gonna target everybody who visited the website in the last 180 days:

The Advert

Then we need to choose an objective so I’m just gonna choose traffic for the moment for the purpose of simplicity for this post:

Now we can go ahead and create the type of advert that we like.

We can choose our daily budget we can really get down into creating the advert that will be displayed specifically to the people who have visited our website:

Build Your List

So what kind of advert might you want to create with this?

Well, you might want to offer people a lead magnet to pull leads into your email list and run them through your sales funnel.

This could be a very good starting point for you.

We use blog content as as a way to lure people into your website – we give them value for free upfront.

While they’re visiting your website we pixel them so we can retarget them and follow up.

Because they are now warm to us and they know who we are, visitors are more inclined to subscribe to your email list.

Of course, using custom audiences we can we can avoid displaying the advert to people who have already subscribed.

I’ll make another post all about that in the future, but for the purpose of simplicity I just wanted to show you how to get up and running with a basic retargeting campaign.

The great thing about is, you can start using today – literally within minutes you can start building your email list more efficiently.

I hope that your campaigns work out really well, and you drive a lot more leads into your funnel as a result.

How to generate content ideas for your blog

Right now, this blog post is part of a 90 day challenge to publish at least one piece of content every day. I’ve decided to either publish a blog post or a Youtube video, in the hope that if I miss one I can at least produce something everyday.

The last time I attempted anything like this was back in early 2017, and it didn’t go well.  It was a 5-day challenge to write every day and I fell flat on my face after day 3. It was a great experience and a lot of fun.

But my  lousy excuse is, in my defence the participants were told what to write about on most of the days, and I’m far too rebellious for that.

This new challenge was created by Miles Beckler, who I’ve mentioned a few times in my videos. And this time we can choose the topics to write about, so its game on.

And after 20 years in digital marketing, you already know the what I’m gonna write about, don’t ya?

But something has been bugging me; how do I write 90 articles, while keeping it real and heart-centric?

You see, there’s a temptation to take the lazy-man option and write about the latest news from the digital marketing world. But honestly, I feel like I’d be doing a disservice to my readers. So nope, I gotta make sure all my posts are on-point, and either provide insights or actionable tips.

And I’ve gotta do it all without burning out.


So here’s what I’ve decided to do. 

Every piece of content I produce, either as a blog post or a Youtube video, will help my audience achieve something.

And in my niche, there’s A LOT of things my audience wants to achieve.

So in Evernote I wrote down a list of headlines that will appeal to my audience, like this:

How to SEO your Youtube videos

How to promote Black Friday deals

When is the best time to email your list?

You get the idea, right?

As you can see I’ve already made these into Youtube videos.

I figure ‘how-to’ content is going to be the most valuable for my audience, so there’s a heavy focus on that.

But then I thought, ya know what, I can take this one step further.

The framework to generate ideas

Using the escape and arrival product creation framework that Frank Kern teaches, I’ve looked at the entire journey a blogger needs to take – from starting out and finding their passion, to getting traffic and selling their own products.

Then I’ve broken down each major step into smaller ones, and taken a deeper dive into each of those smaller stages.

For example, let’s pretend your blog is all about tropical fish tanks. The escape and arrival framework for your audience might look like this:

  • Type of aquarium 
  • Choose equipment
  • Decide which fish species

So you’d drill down into each one of these giant topics, like this:

Type of Aquarium: 

  • Tropical
  • Marine
  • Coldwater
  • Brackish 

You can even break down these further if you want to, and drill down to the smallest component inside that step.

Now suddenly, there’s a whole lot more than just 90 days worth of ideas.

And that’s just from making ‘how to’ content. We’ve got loads of different types of content to choose from.

There are opinion pieces, lists, reviews, interviews, comparisons, round-ups, research posts, case studies, the list just goes on and on.

Now there’s an abundance of ideas that stretch far beyond the initial 90 days.

And the cool thing is, I’m free to mix things up however I like. If I don’t feel like talking about setting the DNS for your domain name (yawn), then I’m able to talk about how I set up my lighting for videos, or whatever else I like.

So instead of being stuck for ideas you’ve now got a clear structure to use, if you want to. And there are no restrictions, no limits, you’re just creating a flood of content that helps your audience progress a little bit further each time.

Cool stuff, right?

If you’ve found this useful, pay it forward and share it with others who can benefit from it too – they might be thankful that you did.

7 Easy Ways To Make Viral Content

Today I’m going to show you how I get millions of people to read my blog posts, and how you can do it too.

Watch Video Version

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Today we’re going to talk about content marketing because it’s an area that I’ve had success with for a number of years, and I’ve had multiple viral hits, so I thought it’d be cool to share my approach, so you don’t have to deal with writer’s block and you can create awesome content that drives LOTS of traffic to your website.

So today is all about blog posts, and how to generate fresh ideas for content that people will love to share. Because I know what it’s like when you’re waiting around for traffic to show up on your blog, or when you’re waiting for inspiration to strike and nothing happens, it can make you feel really unproductive, maybe it can make you feel like a failure and it’s also frustrating, right?

Sometimes it can feel easier to just call it a day and stop blogging, well I’m here to show you why you shouldn’t give up and to give you some motivation and new ideas that might help you to overcome those periods of doubt, which we all have and it’s perfectly normal.

So I’m going to show you how to make brilliant content that draws people to your website.

Now, you can get some awesome results with this, and I’ve been using this approach to create viral content for a long time. In fact, I’ll show you an example. Ok, before I show you this, remember that the niche doesn’t matter because you can use this for any kind of blog. Me personally, I’ve used this to drive traffic in a few different ways and I’m going to show you a couple of examples.

And the examples I’m going to show you are the most basic kind of blog posts too, there’s nothing special about these ones, not even any images are being used, no video, nothing fancy. So I’ll show you the most basic type of blog post and then I’ll give you some ideas to make your ones a lot more interesting.


Ok let’s start with this article, ok this is one which is about Google Profiles and how they can be useful to businesses. There’s nothing fancy about this, nothing particularly groundbreaking about it, it’s just a useful piece of content that gives help and advice.

And as you can see, we’ve got around a million views on this post, and hundreds of comments. We actually had to turn off the comments off on this because the amount of moderation was just crazy, and too much work. But that’s a great problem to have, right?

So as you can see, this is a pretty ordinary blog post that anyone can write. There’s really nothing special here.


Right, let’s have a look at another example, this blog post is different to the last one because it’s a completely different topic – so this stuff can work for almost any niche. Ok, and here we can see again that we’ve got around a million page views and almost a thousand comments. Again, we had to turn off the comments for a while until things settled down.

These results aren’t too shabby, right? Well, let me show you how this can work even with highly controversial topics, so look at this one.

Ok, this blog post is about conspiracies, it’s gained over two million views and over a thousand comments. As usual, we turn off the comments when they become too many to handle. And in fact, this post is less than a hundred words in length. So it’s not some piece of epic content that took hours to write.

So now you’ve seen what’s possible, even with run of the mill types of posts, let’s go ahead and see WHAT you need to do in order to create outstanding viral content for your blog, then I’ll show you HOW to do it. And I’ll give you some handy shortcuts so you don’t have spend hours writing.

Ok, I’m going to give you the 7 types of blog post that you can use to draw in viral traffic. And this is also great when you’re stuck for ideas and looking for something to write about because I know lots of people want to start blogging but they feel confused about the whole traffic thing, so don’t worry that’s perfectly normal. I know there’s probably a million questions running through your head right now, so let’s knuckle down see what kind of posts work best.

Right, the first type of post we’re going to look at is called the ‘reaction post’, these are really quick to make and usually do better than the stuff that you spend hours working on.

What you do is, you find a popular infographic, or find a popular video on Youtube from an authority figure, or an expert in your niche, so you’re looking for videos that have a lots of page views, lots of comments, very popular videos and infographics that will be of interest to your audience, and that are from an expert figure in your niche.

So you just embed this content on your blog, and you react to it. It’s so easy to do, and the content has already been proven. You already know it’s popular because of the high number of page views. And you already know the content is good because it’s popular.

So you just embed the video into your post and react to it. It doesn’t have to be video, you can use infographics, slide shares, audio, and the people who own these videos and other embedded content will be very happy to know you’re sharing their content. They specifically allow videos and other embedded content to be shared in this way, that’s why the creators allow it to be embedded.

So use content that has already gone viral. It’s a really easy post type, it’s a fast post type and it’s an effective post type. You’ll get lots of traffic from these types of blog posts.

And the creators want you to share their content, they actively encourage you to share it because it’s good for them, and it’s good for you.

Ok, so next we’ve got the ‘vital stats post’. And this is a curated list of stats ok. People love stats, it gives them confidence in things, it gives them reassurance and it lets them feel educated about something.

So what you do is curate a bunch of stats around a certain topic, pull stats from a range of sources and list them on a blog post. This is a great type of post to outsource to someone else because there’s a bit of research involved, so get them to find all the good stats and pull it together for you to present and frame in your unique voice.

And don’t forget to link to the source of the information too. You see, with this post type you’re likely to pick up a lot of links, and a lot of people will want to use your research.

Presenting the information in charts and graphs is also a great way to explain the research, it makes it easy for people to understand and share.

Ok next we have the ‘authority interview’ which is another type of blog post that can draw huge amounts of traffic to your site, and you can borrow the credibility, the celebrity, the authority of people through one of these. And you might be surprised by who’s willing to do an interview with you. I’ll give you an example, a few years ago I read a book which I absolutely loved and found really interesting, it had nothing to do with marketing it was actually about politics and I had questions about the book. There were things that I wanted to know, and I realized that because I have questions then other people reading this book might have the same questions too.

So I reached out to the author and I asked if I could interview him on one of my websites, and he agreed. Now chances are you’ve never heard of him, but you might have heard of one of his books – because it was actually made into a massive Hollywood movie. You’ve probably heard of a movie called ‘The Men Who Stare At Goats’, right? It was huge, it had George Clooney in it and it had Ewan McGregor in it too, and probably some other big A-list Hollywood stars. So the guy who wrote that agreed to do an interview on my blog and we got huge amounts of traffic from that.

Another example ok, have you heard of a movie called Fight Club? Well the guy who wrote that was very open to being interviewed by my site, now there’s a whole backstory about that and I won’t bore you with it here, but basically, I screwed things up and made a mess of it. But even through messing things up, I got some pretty cool results.

I mean, around once a month we have film studio people actually ASKING US to do interviews with their talent, to help promote their movies. They send us loads of free stuff, and recently we were invited to interview Jean-Claude Van Damme of all people, we didn’t actually follow that up because it would have required international travel and the numbers didn’t work for us. But it’s still nice to be asked, right? So the interview post type can lead to some interesting places.

Ok, the next post type is the ‘expert opinion post’, and this is another one that you can outsource. Again you’re borrowing the authority of other people, so you go out and find interesting quotes, compile them together and list them on the page as advice from industry experts.

So you take a problem, and then list solutions in the form of expert advice, just a sentence or two, a short quote from authority figures. You can also turn this into an infographic. Either way, you’re going to get a nice supply of traffic and promotion. And the experts you feature might mention it on social media too. It’s a great way to get traffic.

Next, we have the ‘roundup post’, so with this one you ask a single question to a small number of people. For example, you could go out and ask four gardeners ‘what’s the best way to grow awesome tomatoes?’, and then you pull their answers together and turn it into a blog post.

I’ll give you a good example of this with Ike Paz… on his blog ‘Internet Marketing Gym’ he did something similar. So look at this, and here you can see that he just asked nine experts how they get traffic to their websites. Simple question right, but awesome results for Ike because everybody gave a different answer. And then I think almost everybody he asked went out and shared this post with their audiences. It’s very powerful.

Now we have the ‘curated post’ type. So you go out and you curate lots of different content and pull it all into one single post. So you might want to go find some videos to embed, maybe infographics, images, and you pull it all into one post and summarize everything, and link back to the source. These are big long posts, and most of the content is curated. If you’re going to use images, make sure you have permission to use them.

Ok next up we have the ‘Video stills post’, So go on Youtube and find a very popular video, find a viral video in your niche, and then take a series of still images from the video and summarize all the steps in the video.

This works really well for how-to videos. So you find a VERY popular video in your niche, you play the video and take a snapshot of the video at each stage of the tutorial, and then you write about each of those stages. Don’t forget to link to the original video or embed it above or below the written part.

Ok, I said that I’d give you seven types of blog post to use, but I’m not, I’m actually going to give you one more bonus type, so in total, you’ve now got 8 types of blog post to drive viral traffic to your site.

Ok, so now for the last one, number 8, which is the ‘list post’ type. These are big posts and they increase your click through rates, they increase the scroll rate, they increase the amount of time someone spends on the page because they’re long lists of high quality, engaging content.

So let’s find out how to make one these posts. Ok, so you’re going to curate a bunch of great content together into a list on your blog. The content you choose to list has to be viral though, so its stuff that you already know is proven to work. So how do you find viral content? We use a website called Buzz Sumo, and that will find the viral stuff for us. Now Buzz Sumo does cost money to use it fully, but they do have a free version so you can get started with that and upgrade if you’re using it a lot.

So you can type in any keyword and then find a list of vital content that’s already working, so you can see what content is being shared on social media. So you want to include a lot of the content you find here and put it into your list post. You use Buzz Sumo to track down the most viral stuff and then curate that into your blog post.

I’ll give you an example here if we type in something like… grow tomatoes, you’ll see a list of the best performing stuff with those keywords – and this is the stuff you’ll take and curate into your post.

So you’re not doing any serious research, you’re not doing anything that requires a serious amount of time or investigation, you’re just looking for what works, and then sharing it.

You can also search by content type with this too, so if you just want to use infographics or videos, you can find them easily. Or you can create a hybrid, a mix of post types on these big lists, so you can throw in reaction posts, quote posts, you can really mix things up and have a unique style for each of these list posts.

Ok so, there we go. Now, remember at the start of this video I asked you to create a new folder on your desktop? Well, you’re going to use that right now. In addition to this video, I’ve also made this chart that we’ve been using, available to you. So you can keep this and use it as a permanent reminder in case you get stuck in the future or in case you forget what you’ve learned here today. So somewhere under this video, you’ll be able to download and keep this handy graphic that I made for you, in your new ‘Profit Copilot’ folder.

Ok, awesome, so that’s about it from me for today and if you give each one of these a try you might be surprised by the results you get. And they can all be outsourced too if you want to take that route. Right, I hope you’ve found this to be amazingly valuable to you and if you have, then you might want to get more videos from me like this one by going to Ok, thank you for watching and I’ll see you again very soon.

Case Study Of Total Market Domination

Here’s a look at my interpretation of how one of the biggest names on the Internet went from practically unknown, to selling out areanas around the world, and what youu can learn from him.

Rush Transcript:

When it comes to conspiracy theorists, David Icke is arguably the biggest name on the planet.

You’ve probably heard of him.

Chances are you or somebody you know really digs his stuff.

The guy travels the world selling out arenas wherever he goes, his books top the best-seller lists and his website receives millions of hits every month.

He’s THE rock star of the conspiracy world and love him or hate him, he has the kind of following that most infopreneurs can only dream about.

But things weren’t always like this.

There was a period, a long time ago, that his business was on shaky ground. And being the Internet-savvy kinda guy that I am, combined with my anti-establishment leanings, I found myself working with David Icke.

I didn’t know it at the time, but I was in the unusual position of witnessing someone I respect climb out of obscurity and actually catapult themselves to the forefront of a thriving global movement.

It’s not too often that we get to see something like that happen right in front of our eyes. We only notice it that after it happens.

David Icke isn’t the only conspiracy theorist that I’ve worked with but he is the most recognised, in my opinion.

Freedom And Independence

His achievement would be the ideal outcome for many people reading this; bloggers, online teachers and product creators – anybody who sells information.

So it doesn’t really matter what you niche you’re in, there are valuable lessons to be learnt here.

The whole purpose of Profit Copilot is to help people like you become more independent, gain more freedom, and become less reliant on corporations. So I find inspiration wherever it appears, and share it on here with you guys.

And those values I mentioned, independence and freedom, well they also just happen to be the same values that are held by the international movement that David Icke helped to build and shape, albeit viewed through a different lens.

So in a way, this post has been 15 years in the making and I wrote it to reveal how David Icke’s achievements can be a source of inspiration for you – and so I can run you through each of the components, from a marketing point of view, that enabled him to earn a place on the global stage.

Marketing vs Activism?

It was around 15 years ago when I first began to see marketing and activism as essentially the same thing; drawing attention to a solution.

I experienced the weird relationship between marketing and activism firsthand when I was approached by a marketing team involved with a film called ‘What The Bleep’. I now realise they had probably been inspired by Jay Conrad Levinson’s seminal book ‘Guerrilla Marketing’.

You see, they were sending boxes full of glossy posters to activists and asking them to distribute them – an attempt to create buzz for the film. This was the first time I realised activism is effectively a form of marketing, and vice versa.

It suddenly gave me the permission I needed to reach out to other people and aggressively promote the things that I believed in. Because it wasn’t JUST for my benefit – it was for their benefit too, I felt like I had a higher purpose. Drawing attention to laws that limit our freedom and invade our privacy under the guise of national security wouldn’t be just for my benefit anymore, it’d be for everybody else’s too. It was a game changer for me.

Even though I’d been creating brochure websites, banner ads, writing ad copy and running search engine optimisation campaigns for companies since my late teens, I’d never thought about combining technological and psychological marketing techniques for use OUTSIDE of the corporate world.

Once the penny dropped, the amount of time I spent with activist groups swelled, allowing a symbiotic relationship to develop between them and my own business. And that still stands today.

Building the business in this way actually resulted in a couple of cool things happening to me. The first; my own TV show, which sounds more impressive than it really is. But the second thing is what really matters – gaining lifelong friends in an industry that remains close to my heart.

When you clearly show your values, you become magnetic to the people who share those same values. Win-win.

But all this required me to step out of my comfort zone, you’re probably going to have to step out of yours from time to time.

For me it’s being being the centre of attention, I’m deeply uncomfortable with it – I’m much happier working behind the scenes and it’s a weird feeling when somebody you don’t know walks up to you and recognises you. Being the introvert that I am, I quickly discovered that the limelight isn’t my thing. So the occasional YouTube video or blog post is where I’m happiest. I only step into the spotlight when I need to say something that I feel is important or need to share something that I think will benefit others, and the more I think about digital marketing the more I have to share.

But way before that TV stuff happened, back in the early 2000’s as I was slowly building my business, David Icke knew of my website and he asked me to help him with his. I agreed – but not because we shared the same beliefs but because we shared the same enemies.

Common Enemies

Shared enemies are important when it comes to establishing trust. I’ve written about this before; there are three main types of groups that marketers can use to influence consumer behaviour, and one of them is a dissociative group – a group that we DON’T want to associate with.

What are my enemies in the marketing world? Well, hype, and get rich quick or biz-op schemes.

Freebie seekers, serial refunders and the lazy all belong to another one of my dissociative groups. For one, they all make lousy customers and are generally unsuccessful. As an online teacher I want my students to be successful, not only for themselves but also for the word of mouth it might generate. It’s my experience that freebie seekers, serial refunders and lazy people don’t achieve much in life, so I don’t want them as students.

So looking at the groups I’ve mentioned and boiling it down to its bare bones, the ‘something for nothing’ mentality is my enemy; it tells people they don’t have to work for things, that they’re entitled to the same as you and I are without the effort, that they don’t have to contribute or pull their weight, and that somebody else will provide for them.

It’s not individuals I have a problem with, but the belief and mentality.

Who was the common enemy that myself and David Icke shared? The military-industrial complex, political corruption, and a scandalous economic system.

These also happen to be the things that David’s followers are against, and by opposing them he grows closer to his core audience.

To make this work for you, make a list of all the things about your niche that annoy you. Then make a list of the things that people in your niche complain about. When you find the same thing mentioned on both lists, then you’ve found your common enemy.


I’m gonna bet that you already know that you can’t fake this stuff, not that you’d want to. But you’ve seen the same sleazeballs that I have and the extremes they go to, to make a sale. Remember the Rich Jerk? Kelly Felix created a parody and he’s a friggin’ genius for it, but some self-proclaimed ‘Internet marketers’ must have figured that his videos were sales instructional manuals.

I’ll save my rant about ‘Internet marketers’ for another time, and why I’ve decided to stop dealing with them.

But for now, if you want to build a following of any kind you have to be real. Over the years some naysayers have speculated that David Icke is running some kind of nefarious scheme to “cash in” on all things conspiracy.

That is absolutely preposterous. But hold up a second, when people start bitching about you it’s actually a good sign. It’s a side effect of having a following. The bigger you get, the more haters you get.

Anyway, there was a time when David faced serious financial troubles – he’s spoken about this in a number of interviews, and it would have been easy for him to give up. It might even have been the most sensible thing to do at the time. But obviously that would have gone against his true calling.

So, at every step of the way, he communicated openly and honestly with his audience, no matter how small that audience was at the time. And he stood up for what he believed in and he faced the storm.

And here’s the real clincher; it’s apparent that he also believed in himself.

That’s what true authenticity is; knowing you’re doing the right thing – BECAUSE it’s the right thing to do.

When we stop focusing inwards, stop focusing on our minor problems, and go beyond our selfish concerns and start sharing our knowledge for the benefit of other people, that’s authenticity – finding our calling, and following through with it even when times are hard. Of course, we all gotta eat and you have to make sure that you’re compensated for your time and your knowledge, but find a reason to do it that isn’t about the money.

So, how do you find your calling? How do you become authentic? That question is an oxymoron, if ever I saw one.

Some people will tell you to find your passion, and pursue that. I don’t necessarily agree that it’s the right approach for everyone.There are some hobbies and passions that will never give you freedom and security, no matter how big your following or email list. If you can monetize your passion then you’re in a great position, but it’s not the only approach.

Niche research is your friend. I’ll talk more about niches in a couple of minutes.

Even if you can’t think of any passions to get started with, as I’ve personally discovered over the years you can become just as passionate about running a business. And that’s a good starting point.


I’m not talking about logos here. I’m talking about complete brand image. From top to bottom, the message has gotta be clear and concise.

Straight away, you know what David Icke is all about, why it’s important and why you should listen to him. He has a mission and it’s bold, it’s loud and it’s in your face. If you’re a fan of David, then you’ll likely perceive him as representing absolute honesty, in a battle of good vs evil.

So what can you learn from this?

Look at the entry point into your funnel – and look at every stage onwards, every email campaign, sales page, every stick page for every product.

Boil it all down to the core message of everything you’re creating. Find that one meaningful reason, and you’ll find the reason for your content to exist.

That’s your message.

For me, my core message is that solopreneurs can become financially independent if they’re willing to do the work.

Story Telling

Storytelling is important in marketing.

Humans learn through stories, it’s hardwired into us. We understand them, learn from them, and we automatically share and repeat stories we hear. And our survival has depended on it for thousands of years.

If you want to see master a storyteller in action go ahead and listen to almost any David Icke interview.

His remarkable true story takes us on a ride that’s filled with tension, drama, highs and lows. It’s compelling and irresistible in equal measure.

By revealing his vulnerabilities it immediately makes him relatable and likeable. He begins with a journey of ‘loss and redemption’, and escalates to an ‘us vs them’ storyline.

The thing is, we all have these stories to share. You have a history and a background that’s FILLED with parables. Yet most people don’t give these a second thought. Think about a time when somebody helped you to solve a problem, or a time when somebody that gave you life-changing advice.

You probably have plenty to choose from.

To people like you and me, this stuff is gold and it helps us to convey our message in a meaningful and entertaining way.

Think about how these events relate to your niche, and what your audience can learn from them.


David Icke’s message is clear and it’s also consistent. In fact, almost EVERYTHING about his brand is just that; clear and consistent.

His website is updated everyday like clockwork, his social media accounts follow suit, and his video casts are recorded every week without fail. David is consistent, literally right down to the number of dots he uses on his ellipsis.

This takes dedication. Thankfully he is now in a position to pass a lot of the work onto others, while he focuses on producing high value content for his audience.

So, are you being consistent? Sure, you might publish every week and stick to whatever schedule you’ve set. But it’s more than that; think about the QUALITY of your output.

How well researched is it? Are you using your unique voice, or are you constantly outsourcing it to different people?

Are you being consistent with your time? Or do you have periods where you slack off because you’re not feeling ‘motivated’? It takes discipline.

For me personally when it comes to Profit Copilot, being consistent means that outsourcing ANY of the content is totally unacceptable. From my blog posts to my products, I won’t hire anybody else to create content here.

I can’t tell you how many times somebody has asked me to joint venture with them, only to suggest that we hire somebody else to create the content or worse, use PLR. There’s nothing wrong with businesses that use those practices, it’s often a smart thing to do but that’s not the brand I’m trying to build; it wouldn’t be consistent for me to engage with that stuff.

Overlapping Niches

This one is a biggie. You’ve probably heard me talk about the importance of finding the right niche, it’s something I try to make sure all my students fully understand.

So here’s something else to think about. Along with all the wonderful keyword research that goes into finding the perfect niche, there’s actually a second approach that you might not be familiar with.

This is far more difficult, and I’m positive that David Icke didn’t intentionally set out to carve out a path in this way.

Look at the information David publishes. You might not be familiar with his work so let me fill you in. There are two enormous markets out there; the conspiracy industry and the New Age industry.

David speaks to both these markets, but not exclusively.

In fact, I wasn’t involved with conspiracy circles when I first became aware of David Icke, it was through some of my New Age friends. And while he now dominates the conspiracy market, he still has a strong foothold in the New Age movement too because that’s where he started.

As the diagram here shows, a portion of the conspiracy industry has a leaning towards New Age beliefs, and a portion of the New Age movement has a leaning towards conspiracy theories.

What David Icke has done, I believe unintentionally, was to effectively overlap two seemingly unrelated niches and position himself directly in front of the people in the middle.

He acts as a bridge between both niches. Smart, right?

So how can you use this to your advantage? Well the cool thing is, you can apply this approach to almost any niche you can think of.

Ok, you CAN go looking for two separate niches and HOPE there’s fertile middle ground that hasn’t been discovered yet, but there’s too much uncertainty in that approach.

Instead of overlapping two unrelated niches, how about we fold our current niche in half, and just target those people? That means we’re also cutting the amount of competition in half. And what if we fold it again?

What’s happening here is; we’re drilling down and segmenting the audience.

The easiest way to do is it by gender. Then you’d be smart to slice it again, because there’s so much competition out there in every niche. If you go two or three levels deep, you’re speaking to very focused people with a particular problem they need to solve and cutting out most of the competition in the process.

Sales Channels

David uses a wide range of sales channels, probably more than most.

We don’t need to apply all these sales channels because choosing just one of these can give you great results when you do it the right way.

When it comes to information products, David Icke knows how to sell.

Live Talks

As I mentioned earlier, David regularly tours the world selling out shows wherever he goes and he delivers absolute value for money – often speaking for more than 6 hours at a time.

This is the equivalent of a seminar, in our little marketing community.

Live Streaming

While people can attend his talks in person, David occasionally offers the chance to watch online instead via a live stream webcast.

This allows people all over the world to tune in and watch his live talk.


This is where he started, and it took a long time to gain traction – in fact his material was so controversial that no publisher would touch it, so he self-published.

Today, people like you and me can easily produce and sell ebooks.


Remember those live talks? Guess what happens; some of them are recorded, put onto DVD and sold. It’s a smart thing to do because it maximises the potential returns, in addition to the live stream experience.

In our world we see this happening with physical products and pre-filled USB disks.

Continuity Program

David also runs a membership site where you get exclusive content and weekly updates.

This is something we should each be considering for our own business because it can lead to recurring passive income.

Putting It All Together

So that’s about it for the moment, I hope you’ve gained some inspiration from my perspective of David Icke’s approach to marketing and activism.

When you get everything lined up right (but it doesn’t have to be perfect) you’ve got a better-than-average chance of connecting with your core audience in an original and meaningful way, and building a solid business in the process.

To summarise..

– Share common enemies with your audience
– Be real with them, be real with yourself, be authentic
– Know your core message (branding)
– Use genuine life experiences to share knowledge
– Be consistent with the tone and quality of your work
– Split niches two or three levels deep
– Use sales channels that your audience will be comfortable with

List Building: Why ‘Qualifying Buyers’ Is Important

It’s an important skill to learn, regardless of what you’re selling.

You gotta qualify your web traffic. It took me a while to figure this out.

Here’s what happens when you DON’T qualify… you’ve probably experienced this too when you were first starting out…

Not all traffic is created equally

You start promoting your website everywhere you can think of, you HOPE that somebody will click on your spammy link, and you HOPE that they just so happen to be interested in whatever you’re selling, and finally you HOPE they’re in the mood to buy..

That’s a lot of hope, but I’ll show you how to get results faster.

As a newbie throwing your link all over the Internet without much direction you can get a lot of traffic to your site, but you’re nearly always gonna have a low conversion rate.

What’s a conversion rate? It’s the number of people who take the action you want them to, divided by the number of people who had the opportunity.

If 100 people visit your webpage and 10 opt-in to your mailing list, that’s a 10% conversion rate.

You can count anything you like as a conversion, but online it usually means the number of people who subscribe to your mailing list, or the number of people who buy your stuff.

For example, the Video Sales Letter (VSL) I wrote for the Easy Peasy Newbie Guide converts at 17%, but generally, if you’re getting above 2% on your sales page then you’re doing better than average.  Not that you should settle for being average though.

A quick way to increase your conversion rate is to.. yep you guessed it; qualify your traffic.

So stop posting your link all over the Internet for the sake of SEO and start putting it ONLY in front of the people who might be interested.

This is how you’re going to target the right people, and start qualifying them as buyers.

That’s when your ad headline comes into play.

Your headline has to serve a couple of purposes, the first one is to repel anyone who might not buy from you. The second is to suck in the ones who might.

Why do I say ad? What’s wrong with organic traffic? Well nothing, free traffic is great and I love it. But I wouldn’t depend on it to feed myself or my family.

Remember when Google changed the rules (again) with the introduction of the Panda update and suddenly thousands of businesses went bust overnight?

Learn from that; even if you’re doing everything ‘right’ at the moment there’s no guarantee that Google will still condone it tomorrow, or next week.. or whenever. They can penalize you anytime, for any reason.

So stop investing huge amounts of time in SEO.

Instead, think about lead acquisition – it’s an easier, and more profitable route.

Lead acquisition

It sounds like fancy B2B jargon.

Besides that being completely obnoxious and true, it makes total sense for us to invest in leads, or prospects, who might become buyers.

But why wouldn’t you just go for the jugular and sell right off the bat?

Well, in a lot of cases you gotta warm people up first. If you barge in and start shouting BUY MY STUFF at them, they’ll probably walk away.

Nobody LIKES being sold to. Handing over money is a painful experience for us.

So instead, it makes more sense to send traffic to a ‘lead capture page’… ugh, more obnoxious jargon, and collect their email address so we can put our best foot forward, demonstrate that we provide value and follow up with them (pitch to them) as often as we like.

We gotta bond with them first, let them know we’re legit and they’re in the right place.

I talk more about the bonding process on a blog post over here.

Essentially, a lead capture page is a way to offer prospects a reason to join your email list.

A free guide, a checklist, the format doesn’t matter, as long as it’s something that will genuinely help them to solve PART of their problem, that they can access in exchange for their email address.

It’s an ethical bribe.

Emotions influence us to buy

Ok, you’ve done a couple of things here:

You’ve put your ad in front of targeted traffic and the headline is going to pull in leads.

Now we tie everything together by finding the emotional need of your audience and rubbing it in their faces. It’s not as bad as it sounds.

Let’s imagine you’re in the weight loss niche and you’re targeting people who’ve tried everything.. they’ve done the diets and joined a gym, but they’re still not getting the results they want?

How do they feel? Frustrated, right? That’s the emotion you need to hit them with, and promise them you can make that pain stop.

Now you’re putting your message in front of targeted traffic and appealing to the people who are desperately looking for a solution.

You’re looking for the people who are looking for you.



Let’s pretend that you now have buyers coming to your page and spending money with you.

You’ve done a great job of qualifying them, and your revenue is up.

But it doesn’t stop there.

What happens after the sale? Do you just let them ride off into the sunset with the product? Not a chance. You segment your email list; separate the buyers from the prospects.

This lets you communicate with the two groups in different ways.

If you’re still trying to convince prospects to buy from you, then you’re gonna have a different conversation than with the people who’ve already purchased.

You might also want to give added value to your buyers, and make them feel cared for and looked-after. To reaffirm they made the right decision to buy from you, and so they might buy from you again in the future.

I do this by giving all my buyers ‘surprise products’ for free, usually ones that I’d never announced – ones they didn’t even know existed but will help them on their journey.

This keeps them coming back, and sets me apart from my competition.

All good right? Now you’ve learnt a valuable lesson from Toby about qualifying buyers.

You’ve also learn the importance of going for the right kind of traffic, the right emotional pressure points to squeeze, and how to make customers feel valued even after the sale.