7 Figure Funnels

A slap you in the face with a cold wet

fish blueprint on how to build a million
dollar online business in 7 ethical steps

By Akbar Sheikh
 Copyright 2017 by Akbar Sheikh, All Rights Reserved

No part of this book may be reproduced or transmitted in any

form or by any means, electronic or mechanical, without written
permission from the author, except for the use of brief quotations
in a review.

First edition: August 2017

Disclaimer:
While the author believes that anyone who can put in the work
can achieve success using these tools, the results in this book are
not typical. The author makes no claims to a guarantee of success
using these methods.
Table of Contents
Dedication ........................................................................................4
Introduction ......................................................................................6
The Action Pledge..........................................................................14
Who Is This Book For? ..................................................................15
Chapter 1 - The Big Picture ...........................................................17
Chapter 2 – The Chihuahua ...........................................................29
Chapter 3 – Back Scratching..........................................................34
Chapter 4 - Monkey See, Monkey Do ...........................................42
Chapter 5 - FOMO FOOL! ............................................................46
Chapter 6 - UBU ............................................................................51
Chapter 7 – Did You Know You’re An Expert?............................55
Chapter 8 – The Most Powerful Thing on the Planet ....................61
Conclusion .....................................................................................69
 Dedication
Well, first of all, I'd like to dedicate this book to my parents. I
was a mess up for so many years. I really wanna make them proud.
I have to make up for things since I was such a trouble maker as a
kid! Love you guys, and thank you for everything you did for me. I
do not say this enough, but I love my siblings too! I would not be
here today helping people from all around the world if it was not
for you. I appreciate everything you have done for me!
I want to thank everybody I've been associated with. To get to
this point, I went through a lot of trainers, a lot of mentors, a lot of
coaches, a lot of life experiences.
I want to thank my fans who eat up and enjoy my content…
who watch my daily vlog. It's because of you that all of this is
possible. So I want to thank you for entrusting me with your most
valuable commodity: your time.
My Amazing Wife. She left everything in Sydney and came to
the States to join me, for life. She has put up with my crazy cell
phone addiction, my endless work hours... waking up in the middle
of the night only to find out I’m not there (I’m in the office)... She
has dealt with my crazy business ideas. She comes from a very
structured background and when she came into my world it felt
like a tornado for her. Nonetheless, she has stayed with me and
given me two crazy, yet beautiful children. My wife is my rock.
Without her endless support, I’d probably still be homeless! You
are my best friend, and I love you.
Above all else, I thank God. Without him, nothing is possible.
He loves us all tremendously and has shown all of us endless
compassion. I pray to him every day.
Ok, guys... are you ready? Let’s Rock and Roll!
 Introduction
From Half Dead and Homeless
to a Top 2% Earner
You’d never know it by looking at me... But guess what... I
used to be homeless. YUP!
I was the poster child for bad choices. I couldn’t hold down a
job to save my life. I wasted my time with eating, smoking and
partying. You see I believe that life consists of several orbs. You
have your physical health, mental health, spiritual health,
relationship health and your big WHY.
My physical health was a joke. I was 50+ pounds overweight
and the most exercise I had was taking a cigarette from its pack to
my mouth.
I was in a toxic relationship that gave me debilitating anxiety.
I wasn’t very in touch with my spiritual side and I had no big
WHY.
In other words, I was pulverized as a human. Things weren’t
going so well for me. Things were so bad that one night I ended up
at a Yale New Haven hospital half dead. I partied too much that
night. I should have died from mixing things that you shouldn’t
mix.
Instead of dying…
God saved me.
Perhaps He saw something inside me that I couldn’t even see
myself. He took away all my addictions. I quit each and every one
of them, cold turkey. I renounced my title as the fast food junkie
king. I couldn’t do it anymore. I went on a clean organic diet and
lost 50 lbs. Most importantly, I have kept it off, that’s the key. I got
out of my toxic relationship and into a very healthy one. I started
praying. I was a new man. There was just one thing still majorly
wrong with me. I didn’t have that big WHY.
At this point, I was completely broke. Out of the hospital, but
broke. I then migrated out west to my birthplace of San Francisco.
I needed a place to stay but had no money. I found myself looking
at offices, but I have no idea why.
At the end of one office tour, we ended up at some corner of the
building and there was some dark corner that had a door. I asked,
“Hey, What’s that?” The lady looked at me like a weirdo and said,
“nothing, that’s just the electrical room where we keep the phone
wires for the building.”
I said, “Can I see it?”
Again, she looked at me like a weirdo, but she said sure. The
room was the size of a decent walk-in closet. It had no windows,
exposed air ducts, and wires all over the place. I told her my
situation, that I had no money and I needed a place to stay. I said I
am a good person, please help. :)
She agreed! She let me live in the wiring closet! I had nothing
there. I had no hot water, no shower, no windows… that was my
life. If I wanted to shave, I had to warm up some water on a hot
plate and hope that the razor was sharp enough to do it. To shower,
I got a gym membership for ten bucks a month.
I had to figure out what I was gonna do with my life. So, I did
what every logical person does... I went on Craigslist. :) Every day
I went and looked and looked and looked for opportunities. One
day I found something.
It was this online course. This was almost like divine
intervention. I felt like the dude from the Matrix. I saw everything
clearly and understood it. I saw why the colors were this way, I
saw the emphasis on value, I saw why testimonials were this way
instead of that. It all added up to me. And I thought, “this is
freaking brilliant!”
 I fell in love instantaneously. I was like, I gotta do this. I gotta
make money from this. This is my future!
Now, I didn’t have any money. You needed money to join the
course and get into training. I was homeless, but the one thing I
had to my name was a rinky dinky hooptie car. It was this 1986
Mercedes. You know, like one cylinder. It was the only thing that I
had to my name, and I needed it because that back office was in
the middle of nowhere. But I sold it. I put in all my chips. I sold
the only thing I had left and got $2000 bucks. My people thought I
was a nut case, they were like… ummm, how are you going to
survive now?
I took that and bought into the training. I remember the first
month – it’s in the summer, and I’m on the phone every day, trying
to close the deal. Day in and day out, calls calls calls. I didn’t make
a single sale, trying to sell mindset training and informational
products. I had no car and had no money.
I told myself I’m going to make it work. I had no choice but to
make it work. I had no sales, and most people give up by this point
when they see that they aren’t making any sales, but I knew that I
would be able to make this work.
I was at a crossroads.
I can give up, or I can figure out what’s going on.
I knew that I was on the phone with people every day, so I
might as well tweak. Started trying different things. The next
month, I made my first ever sale. It was 500 bucks. I will never
ever forget the feeling. I was not excited, It felt completely normal,
as if it was supposed to be this way.
When I went into it, I was all in. There was no turning back. I
mean, I sold my car! It’s kind of like burning the ships when you
get to the shore – it gives you that extra motivation.
After that course, I started studying. I had the chance to learn
from some of the top earners out there. I also had access to a full
library. When I hadn’t cared for cracking a book before, I was
reading everything on the shelves, thankful for the one-on-one
training that I was getting from my new mentors. The next month,
I made 2 sales, then 3, then 4. My income started going up.
$10,000, $20,000, $30,000.. it was just going up and up..
I was studying what top earners were doing every single day. I
was reading about how I could make my business better. I was
learning.
Within 12 months, I rose to be a top 1% earner in a $186 billion
dollar industry.
I discovered that I had a knack for it. It wasn’t long before I was
teaching my mentors how to make even more money for
themselves online. It was crazy because I never did much
homework in school. I didn’t pay attention unless it was
interesting. I was a B- student at best.
I co-founded an online mattress site that focused on eliminating
homelessness in San Francisco. It generated over $1 MIL in
revenue very quickly, helping hundreds who were living on the
streets. Now, I help train people from all around the world how to
scale their existing business to 7 figures and help newcomers start
new businesses and thrive with them.
I won a Shark Tank event in San Francisco, where one of the
judges was the co-founder of iTunes. Since then, I’ve traveled all
over the world to places like London, Bali, Sydney, and all the
‘cool’ places within the US. I frankly don’t care where I am, as
long as I can hold my wife/best friend and daughter. You can find
me hanging out with the Warriors when they are in town.
I’ve been blessed beyond measure. I sometimes can’t believe
that I’m living the life of my dreams. I’m thankful every day for
my life, my home, and my family. I started this only three years
ago, and with a lot of hard work and the knowledge of these
principles, I’ve made the life I want to have.
 Now, I’m teaching others how to create the lifestyle of their
own dreams. I help website owners take their game to the next
level, fixing funnels so that they can live the life of their dreams,
too.

Prepare to Have Your Mind Expanded

In this book, I’m going to share with you the 7 principles of
ethical persuasion that unlocked the door to the 2 comma club for
me. These seven things are the fundamentals that I needed to learn
to start earning big.
This is a really short book. And look, I'm a talker. I could talk
all day. I could have made this 400 pages, no problem. The thing
is, I made it short and sweet on purpose, by design. This really is a
slap you in the face with a cold wet fish reality check. This is a
major formula that will help you scale your business so you
evolve. It gives you the foundation to grow your business to seven
figures.
I've read a lot. I've read a lot of the guru's books (I'm not going
to name names), but they're on page 75 and still going, 'in this
book you're going to learn how' and I'm like, just get to the point
already.
Since I can’t stand that, I'm cutting all the fluff out and getting
right into the meat. Think of this book like a cheat sheet or Cliff’s
notes.
Before you start reading this book, you have to have the right
mindset. You have to be eager, like a puppy waiting for its owner
to come home, to take and implement what I talk about. If you’re
not gonna take immediate action, you might as well eat this book
instead of reading it, at least your stomach will be full.
Some people are crushing it online and some aren’t. What
separates the ‘crushers’ from the ‘non-crushers’ is the speed that
they implement ideas. Successful entrepreneurs are constantly
discovering and acting on their discoveries. Unsuccessful ones
read and read and read… but don’t DO anything.
The stuff I'm gonna teach you, this stuff works. It's proven. It
works. It's been working since the beginning of online businesses.
Heck, it was working way before that as well, these principles have
really been working since the first ever sale in the history of
mankind.
I found the shortcuts. If you implement this stuff that I'm going
to teach you, then your business will boom. It's practically
scientifically impossible to implement all of this stuff and NOT see
results.
If you’re an action taker, I’ll be putting ways to contact me at
the end of the book. Just read on.
Straight talking here, running an online business is one of the
sexiest business models I’ve seen in all my life. I come from
generations upon generations of businessmen. There’s only been a
small handful of people in 10 generations that have ever had a job
in my family. I've seen all different businesses.
The problem is that 80-90% of the people give up.
This book is for small businesses who aren't doing 7 figures,
and also for new businesses who dream of scaling to 7 figures. It's
for the brick and mortar businesses who want to break into online
business. I’ve written this book so you can benefit, no matter what
color, creed, or background you come from, no matter what you
aspire to be. My dad always told me, a fool can’t learn from a
library, but a wise man can learn from the writing on a wall.
I only saw true success when I went all in. I knew that I was
going to succeed, I had no choice, and, if you really think about
it... the same applies to you. (pause and think about that).
I want you to take all of your excuses, and… at this point most
people tell you to write them down, crumble up the paper, and
throw it away, right? Nope... I want you to Frame it and hang it.
And when you look at it, laugh. Do this every day.
This is the new you. The new you has no excuses. The new you
is an action taker. The new you is going to change lives. The new
you is about to rock and roll.
I'm proud of you for taking this step and buying this book. Don't
be that guy who buys a book and doesn't make the change. Don’t
be another statistic. Make the money and do it for good,
wholesome reasons. Understand that the only thing that's stopping
you is you. I have a little secret to tell you:
Once you figure out some of these principles, it’s really not
that hard to make seven figures. I want you to think beyond that.
What are you going to do with all this new capital? Are you going
to be a punk and buy 10 cars, or are you going to make the world a
better place? Are you going to do your part to solve world hunger?
Are you going to retire family members? Think beyond that...
think about building an empire that will retire your family –
generations to come. Stop thinking small – starting today.
Trust me, guys... I’ve had the cars, the vacations, the nannies,
all the luxuries you can think of... at the end of the day that’s not
what will make you happy. Building a solid legacy and
contributing to the world in a positive way... this is what you
should strive for.
Guys, please don't misunderstand me. I am not that guy. I am
not the guy standing next to 3 hot cars and 8 ladies, lol. When I
was homeless I used to have a cardboard box as my coffee table
and I was perfectly happy. Now I have some marble thing as my
coffee table, and I couldn't care less.
I am not telling you all this to show off, I am telling you all this
to show you that some homeless guy with a funny name and brown
skin did this... he made it... so why can't you?
 I want to encourage you and join you on this amazing journey. I
believe in you, I know you because I have spoken to so many of
you. You have a good heart and clean intentions. Otherwise, I
never would have written this book. I am honored to teach you a
few things that have helped me get to where I am today. It took
years of traveling the world, endless failures, and a boatload of
cash to figure all this stuff out! It’s my distinct privilege to give it
to you in this book. I have put my heart in this, enjoy!
Cheers.
 The Action Pledge
Before you start, you need to make this promise to yourself.
Sign it. You’re responsible for you.
I am going to take action quickly and I am not going to read
past the first chapter without taking action.
I will take massive action.
I will clear my mind of all the noise and just concentrate on
what’s proven to work.
I will not give up.
I will make this world a better place with my business.
My family will be proud of me.
I will not just treat this like another book, I will treat it as a
blueprint for success.
I will use this power for good, I will do all my business
dealings with the highest code of honor and ethics.
I will read at least 1 page every day, and most importantly...
I will implement every... single... day.

___________________ ( Your Name)

 Who Is This Book For?
You. I know you’re a go-getting solopreneur with hustle. You
want to get ahead, but all the work that you’ve done doesn’t seem
to get you where you want to be. I wrote this book to help you bust
through that wall.
You. Maybe you have a product already. Your system for
teaching the piano has been well-received by all of your students,
and you want to scale it to the rest of the world. You have all of the
talent and a fantastic product, but need to know what it takes to
make the world love you.
You. You’re a stay at home mom or dad who loves to cross-
stitch. You’ve been making your own patterns since you were knee
high to a grasshopper, and you want to set up a members-only site
to share those patterns with your friends to make a little side
income.
These principles aren’t just for would-be millionaires. They can
help anyone who wants to make a business.
If you’re willing to put in the time to implement systems that
are proven to work, then this book will teach you the 7 things you
need scale to infinity and beyond.

Who This Book Isn’t For

I know, it seems crazy to talk about who this book isn’t for.
There’s a whole lot of people who would LIKE to have a 7-
figure funnel and join the 2 comma club.
BUT THEY AREN’T WILLING TO DO THE WORK!
You know these people. They’re the ones who have big dreams,
yet all they seem to do is blame others for their couch-sitting ways.
They talk about their dreams as if someone else is going to hand it
to them on a silver platter.
It doesn’t work that way.
My book is not a silver bullet. My book teaches you how to
make your own silver bullet so YOU can create your own 7-figure
funnel. Even if your dreams are much more modest, you STILL
won’t succeed if you don’t put in the work.
So, if you’re not willing to do the work or you think that
everything will magically appear, this book’s not for you.
92% of people don’t achieve their goals.
93% of small businesses don’t grow.
93% of small business CAN grow. Are you getting the point?
Most people aren’t action takers. That’s why they can’t break
through to success. If you are ready to break those bad habits cold
turkey and start being an action taker starting today…
Then let’s do this!

An Important Note
You’re about to learn some powerful stuff here. These
principles, when applied together and used in your own sales
process, can take you from literally being homeless to being able to
get matching Cadillac SUVs on a whim. There’s nothing in the
world like it! With great power comes great responsibility. Use
these newly acquired skills for good. Some of the powerful
principles of persuasion I will be teaching you are the same kind of
skills that soda companies use to sell kids on high sugar drinks.
That’s not using your power for good. Sell something ethical and
good for humanity.
 Chapter 1 - The Big
Picture
Before we get into the 7 principles, I want to share with you the
fundamentals of making money through sales and marketing. This
may look basic, but I promise it’s worth your time. There’s a great
three step formula that summarizes how to make money online.
I’m going to give you the 30,000-foot view right now and then you
can summarize your entire business model in those three steps.
Yeah, there are a ton of smaller details, but without these three
things, you’re toast.

Number one is to build an audience.

Number two is to get the audience to trust you.
Number three is to market and sell to them.
Building an Audience
No audience, no customers. No customers, no sales. To build an
audience, you have to really uncover a person’s hidden pains, their
passions, and their desires. Then the magic starts!
Get their attention by giving them the SOLUTION that
resonates with their pains, passions, and desires. When you know
their language, it’s time to generate ads that compel your audience
to take action… actions like purchasing your solutions.
It’s a two-way street. The more you know them, the more they
identify with you. The more they identify with you, the more that
you can sell to them.
It’s like your parents... you know them very well. It’s because
of this that you can get whatever you want from them! Because
you know how to talk to them, what they react well to. You know
exactly what angles and what words to say to get your way. You
know them inside and out, so you can put on the perfect pitch to
get whatever you want. That is called knowing your audience.
Because you know the perfect words, you can make them do
whatever you want.
And to think you thought they got you stuff just because
they loved you 
Now, it’s likely you’re not trying to sell to everyone under the
sun. You’re trying to find the people who have needs and wants
that you can help. That’s why we give people money, right? They
have something we want or need and so we give them money for
the solution.
So if you know their pains and their passions and their desires,
you can push those buttons and get cash, or attention, or whatever
it is you want. It starts with studying your audience. You need to
know two things:
• Where does your audience hang out online?
• How do you start a conversation with them?
Before you can talk with them, you have to know where they
are. Think of your audience like an exclusive club that has tons of
money to give to you. You need to know how to get into the club
and you need to know how to strike up a conversation.
In my experience, Facebook is the easiest way to find some of
these small, exclusive clubs filled with problems that YOU can
solve with your business. You could also take a look at
Buzzsumo.com and stuff like that where you can see the most
popular blog posts in your business niche.
But you can’t just shove your way into where your audience is
and yell “BUY MY STUFF!” You have to cultivate relationships
first. You have to gain trust.
 Gaining Trust
Most people are not building relationships. They’re using
scripts to try to sell things instead. Sales formulas. “hacking”,
copying, templates. I recommend a different approach.
Be unique. You be you.
When you are yourself, you’ll build trust much faster. If you’re
really in it and thinking about what’s best for your audience and
putting their best interests at the heart of your business, you’ll get
loyal fans like you would not believe. And that’s the goal of this
step, turning your audience into loyal fans.
If you can make them feel like you care more about them than
you care about yourself, you’ll have people clawing all over each
other trying to get to you.
I’ve had people shocked, like “oh my God. Wow. Thanks for
talking to me.”
Make those people feel special. It’s no different than in your
personal life when you make your spouse, significant other, friend,
or whoever feel special. If you can pull it off, your loyal fans will
do anything for you. And that’s what it is.
Now, most people are going to say, “What? Be me? I am SO
boring!” That’s why you end up copying other people. It’s because
you have no idea how powerful you are. You don’t know that you
are your biggest asset. Don’t you think you’re interesting?
Tell that to your significant other... why are they with you then?
Why do they LOVE you then? Do you have any idea what LOVE
is? Think about it: someone actually loves you in your life so it
sounds to me like you are pretty awesome. So trust me when I tell
you… just be you.
A cool by-product of this is that you will attract like minded
people.
Much of the information in the 7 ethical principles is about
gaining trust because it’s the hardest step to pull off. Anyone with
a search engine and a brain can find an audience. Gaining the trust
of the audience requires heart and some knowledge of human
persuasion. When used effectively and ethically, these tools turn
audience members into raving loyal fans who will buy anything
you are selling.
The most important first step in building trust, no matter what
your business does, is to listen genuinely. That’s how trust is made.
That’s really what you need to aim for. Sales is not a script or a
spell. You can’t be doing all these sales templates and all this
generic sales crap. It doesn’t work with real people because it’s all
just fluffy and fake. They see right through that. The phony alarm
goes off and they CLICK and move on to the next site. Capturing
and maintaining your prospect’s time is what our aim is.
When you talk to your audience, they need to feel like you’ve
looked them right in the eye, put your arm on their shoulder and
spoke to them as if you read their diary last night. They should
leave you feeling like you know them better than anyone else.
Congratulations, a lifelong bond has just been created. All this
is very possible and it’s very profitable, too. 
You need to understand for yourself your audience’s pain,
passions, and desires and talk in their language. Here’s another a
key point. Language is not about copying what others say. You
need to put your personal ideas into their language. Sales technique
books can help here but don’t follow scripts. Instead, take the
principles from this book and apply them.
It’s a skill that has to be learned. You need to learn this, just like
you learned Spanish in school, if you want to succeed in business
at a high level. The better you can talk to and listen to your
audience on their level and address their needs and wants, the more
trust you can build. And you need to learn that language all the
way if you really want seven-figure success.
 If you do this well, you’ll get their attention and then they start
following you because your posts, your emails, your ads, whatever
communication you’re doing, will resonate with them. It will take
a little time to build momentum. You have to be tenacious. It’s like
a little snowball rolling downhill.
And then you’ll have an army at your door waiting for orders.

The Secret Sauce: Appreciation

Put down this book right now and take a moment and send a
significant other or someone you care about a note to tell them that
you really appreciate them. If you have an audience already, say to
them that you really appreciate them. I’m serious... do it! (I’ll wait)
Welcome Back! This is an activity that you can take to the bank
if you’re consistent with it. Leave your audience a message to tell
them that you appreciate them and that you respect their time,
make them feel like they’re a part of your business success.
Be open-hearted, vulnerable, and intimate with your audience.
Respect and honor them, and do it absolutely honestly. In reality,
without your audience, you don’t have a business. Take care of
your visitors and your mailing list and do whatever it takes to make
them happy. Don’t be cheap with your time or money. Have this
philosophy all the time. Write it on your white board. The audience
is everything.
I promise you that keeping appreciation of my audience in mind
has definitely been a big catalyst for my success. Many of my
clients insist on doing business with me personally. By just
showing some appreciation, they often buy from me without my
asking.
When everything is built up right, it stops feeling like sales and
more like a reciprocal exchange. And when you give appreciation,
sympathy, understanding, and do everything you can to generate
trust, you’ll get much more than you expect.
 Think about your significant other. When you do a little
something for them... don’t you get a ton back? Like you might
just get them a cup of tea out of the blue. They feel so appreciated,
that they just want to go buy you a whole ship full of tea. That’s
magic, and you need to take advantage of it. YUP! Real talk.

Turning Relationships Into Sales

Nothing has really fundamentally changed about sales in
business since the 80’s and the 90’s. Only the platform has
changed. The internet completely changed the way we digest
content and buy things, but the ways of turning a relationship into
a sale haven’t. I say 80’s and 90’s because those were the coolest
times... but in reality, the true art of selling is timeless and hasn’t
really changed since the beginning of time.
What’s interesting is that all the “gurus” you hear today... they
are just saying the same stuff that the “gurus” of the previous
generation were saying. And those gurus were simply saying what
their predecessors were saying. Nothing is new here folks. Just
new people, giving you the same info in their own unique style.
MEGA BONUS LESSON - that’s why there is no such thing
as saturation – because in this world there is only one YOU, do
you get it?
If you’ve already built up trust, then sales techniques can
leverage that trust so that you get money in exchange for your
product or service. Trust is the fulcrum of sales, and it’s built
through listening and speaking with the customer in their language
about their problems and how you can solve them.
If you focus on their hidden pains and feed their passions and
their desires, you can easily turn relationships into sales. In fact,
the sales become automatic.
Here’s another thing I need to make clear. No salesperson lands
every sale and there are lots of reasons why. The customer may not
have enough money, or they’re just not ready to buy. Or maybe
your communication styles don’t mesh for some reason. That’s
fine, even expected. Just make sure that your attempts to make the
sale don’t erode the trust. That way, you can try again later.
It also gives you valuable data for future attempts. It’s testing.
Each “failure” gives you information to make the next one better.
Over time, your sales pitches get better and you start to sell more.
One of the things I see a lot of solopreneurs fail at with their
funnels is that they don’t do this testing. Instead, they stick to a
bunch of ideas that they personally like and think that is enough.
There is certainly something to be said for showing your authentic
self. In fact, authenticity is one of the core principles of this book.
However, your authenticity still needs to convert the customer.
You can test different forms of your aesthetic to find the ones that
convert the best.
I have a story that relates to this. I went with my wife to a fancy
restaurant. She wanted dessert, but couldn’t decide between two
options. So she told the waiter she couldn’t decide. The waiter just
said what his favorite was, but didn’t explain why. Nothing about
the differences between the desserts or why should she choose one
over the other. Needless to say, he wasn’t very persuasive.
You see, it DOESN’T MATTER what you like. If you like blue
buttons on your page, but that color doesn’t convert as high as red,
then don’t use blue! I can’t tell you how many pages I see, and I’m
like, “why is this here?” or “why is that the way it is?” The answer
I usually get is, “Oh, I just thought it looked nice!”
ARRRRRRRR!!
What do you mean it looked nice? Ok, let me break it down for
you very simply...
Every single word on your page should have meaning. Every
single element on your page should be there for a purpose. If it’s
not converting, if it’s not resonating or backing up your point,
eliminate it. Fewer and more powerful words are better. Take a
look at Nike. Did they say, ‘Just do it so that you can be the best
you can be?’ NO! They said, “Just Do it” Did the milk folks say
‘Drink milk because Vitamin D is awesome and your bones will be
hard?’ NO! They said, “Got Milk?”
Are you getting it?
It doesn’t matter what you like. What matters is what YOUR
CUSTOMERS like. Find out what language they like, what
imagery they relate to, and have your funnel be their playground.
Have it be their wonderland, a place where they feel comfortable
and understood. A safe haven. Are you beginning to see the
difference between a 7 figure funnel and a la-la funnel?
Back to the waiter who was trying to sell us dessert. There was
no attempt to build a relationship. He already had our trust, since
he worked there. But there was no effort to make the sale. When
my wife asked what she should get for dessert, he simply said:
“This cake is MY favorite.”
What he should have said was, “Well, you can choose between
the key lime pie, or the moose cake. If you are in the mood for a
quirky tarty finish to your meal, may I suggest the lime? If you are
ready for a creamy nightcap that will leave a delightful hazelnut
aftertaste, may I suggest the moose.” He didn’t do that. Instead, he
chose to talk about HIM. No dessert that night, no tip.

The Importance of Testing

Let’s say that you’ve developed a killer landing page and you
want to use some ads to push some traffic to that killer landing
page from Facebook.
Test small. Make like 10 ad variations for 5 dollars a day using
the customer’s language. Come back the next day to see how many
clicks that you got on the ads. If you find out that 7 are doing well
and 3 aren’t, get rid of the 3 and continue – you’re only out a few
bucks, not thousands.
You tweak and tweak some more, changing one thing at a time.
In this way, you find out a ton about your audience and your niche.
You’ll see what resonates.
Once you find something that’s doing well on the small scale,
then start ramping it up. Maybe take that 5 bucks and turn it into
$10, $20, or even $100.
Test, tweak, scale. Test, tweak, scale. Rinse and repeat.
This “fast failure” technique yields potent, fast results because
you’re taking action again and again and again. Speed in gaining
actual data is crucial to achieving large-scale business success. Far
too many would-be business owners spend far too much time
learning things from courses, books, seminars, whatever, but never
applying what they learned in practice. They’re too scared.
You can’t be scared. You must put your plans into action and
learn from the mistakes. It’s the ONLY way to succeed. You have
to be disciplined enough to do at least a little bit every day to
improve your business. Every day.
The KEY here is discipline.
If you treat Facebook like you’re playing Roulette then guess
what? The house always wins. Folks, Facebook isn’t gambling- it’s
a science. It’s the most powerful platform on the face of the planet
(no pun intended)
You have to take a scientific approach to it that requires a lot of
patience, discipline, and logical decision making. If you are not
that type of person, don’t waste your time - hire the best FB
marketer you can afford. Real talk. I’m not going to sit here and
tell you that you can do everything because you can’t.
 This Separates the Haves From the Have
Nots
Discipline.
This is the one word that separates the people who are making it
in business from the ones who aren’t making a dime. I’ve talked to
many successful people and I’ve seen how they work. I think one
of the key factors that they have that most people don’t is
discipline.
When I lost 50 pounds, it was pure discipline. I’d be at a party
and my friends would all be having cake. They’d all be using peer
pressure, saying “you gotta eat the cake, you gotta eat the cake.”
I said, “No, I don’t care, I don’t gotta eat the cake.” Even
though there’s a lot of peer pressure, it’s still all about the
discipline.
And you have to be super unafraid to say no. Say, ‘It’s not that
I can’t do it. It’s that I won’t do it. I can do anything I want but I
won’t do that because I value my health. I am in the process of
losing weight and I’m not caving in.’ And be proud of it. People
will respect you for it. And after a while of doing that, people
started coming to me and asking me how to lose weight. I became
an authority because of my discipline.
With that authority, I could have charged anything for my
solutions. It was always because of the discipline. And that is what
you need to do. Discipline yourself to make your business succeed.
Say, “I’m going to do it today and every day until I reach my
goals.”
Try being disciplined for 24 hours with whatever goal you have.
Treat it like a game. Be purely disciplined for an entire day and see
what happens when you focus completely on your goals.
And once you’ve tried it one day, then try it another and another
and another, and the results will be absolutely magical. Absolutely
magical.
 Another thing about discipline is that sometimes you have to
stop what you’re doing and re-evaluate. It’s super tempting to pour
money into a strategy that your gut says will work but the numbers
don’t balance. You have to have the discipline to be able to give up
the things that aren’t working and the discipline to stay with the
ones that are.
Do you think I was always disciplined? NOPE... here is a fun
sentence:
Think you are so strong? Try lifting the blanket off your
body at 5 am...
Look, it’s not easy to be disciplined. That being said, it’s not all
that hard. The way I did it? Cold Turkey. I just woke up one day,
said enough is enough... and BOOMSHAKALAKA! PURE
discipline. I had FUN with it! I allowed it to give me what
everyone wants, and that’s true freedom. It’s so liberating to say
NO. It’s so liberating to do what you need to do to grow. Growing
is euphoric and addicting.

Connecting The Dots

So let’s go back to the beginning of the big picture here. The
first thing that you gotta do is build the audience, the second is
developing the relationship with the audience that you built, and
the third is to sell to that audience. And you have to have the
discipline to follow through every single day.
You’ve got a business that you want to succeed, and you want it
to make seven figures. Now you know the basics of what you have
to do to get the sales. Now it’s time to learn the principles.
You’ve already encountered two in passing: reciprocity and
authority. But all seven of them feed into these three steps. Every
time that you talk with your customers, whether you’re on
Facebook, on your website, on your landing page, in your email,
whatever, your communication has to have these seven principles
‘baked in’ or you’re not going to be as successful as you could be.
How do I know this?
Because I’ve tried making funnels without them. I’ve tried
being a caveman and coming up to my customers right out of the
gate and saying ‘buy me’ without giving anything in return. I’ve
tried the ‘run and gun’ way of putting my message out there once
and not coming back to it. I didn’t talk about how special an
opportunity was. I made the mistakes. I went broke and I lost all
the money.
That’s why I know these work.
All of the principles in this book work together to form a
slap you in the face with a wet fish, knock it out of the park,
breaking down the door Chuck Norris style strategy to turn
your company from a do-nothing footnote into a cash
generating powerhouse.
What’s stopping you from turning your online business into a 2-
comma-wielding samurai sword of cash earning? Do you sit on the
sidelines like a wallflower at the senior prom waiting to get asked
to dance? Do you think that your competition is unbeatable?
Is that what’s stopping you from getting into the game?
Seriously, is it?
Take your destiny into your own hands. It’s time to make all
your dreams come true, it’s time to make this world a better place.
Read on.
 Chapter 2 – The
Chihuahua
I don’t know whether they’re chihuahuas or terriers or
whatever, but you know those little dogs that’ll bite down on your
pants cuffs and hang on for dear life no matter what you do?
That’s tenacity.
I like to call it the Chihuahua principle because every time I
think of it, I think of those cute little dogs.
Marketers are fighting harder than ever for attention.
Guess how many ads people see in a day? Did you guess around
a few hundred? It’s far more than that. Try near 5,000. And that’s
before smartphones really started to boom!
All those ads mean people are conserving their attention like
crazy just to keep up. They’re eroding attention spans. According
to a study done by Microsoft, the average human attention span
was around 12 seconds. It’s now 8 seconds. That’s less than a
goldfish (9 seconds.)
Don’t believe me? Look around you. People watch, you will
learn a lot more than you think, perhaps more than what you want
to know!
You’re fighting with everything under the sun, and you might
feel as effective as a ninja with two left feet. How do you get the
most important message (yours) into your customer’s ear?

How To Cut Through The Noise

You don’t have to cut through the noise all at once.
You have to be tenacious.
 In other words, you have to know that you’re going to be
getting the sale and realize that it’s just a matter of when. Tenacity
means that you’re always there, taking the shot, with the
knowledge that if you don’t take the shot you don’t score. (guess
how many shots Michael Jordan missed in his career? A LOT)
Your prospects are constantly flitting from one thing to the next.
They are eager to use your product, but no matter how good your
product is, you’re still competing with the rest of the world that is
trying to get their attention.
And that’s more marketing messages than you can shake a stick
at.
Put differently, your marketing has to overcome “shiny object
syndrome”. Your prospects forget about you because they
distracted by the next “shiny thing.”
How do you start overcoming SOS? You need to
communicate consistently, quickly, and effectively.

The dumb bum test

No, you’re not going outside to talk with panhandlers.
Here is a test to see if your website communicates quickly. You
can also use this test with emails, splash pages, or any other piece
of written copy. I call it the dumb bum test.
First, show your copy to someone, count to five seconds, then
take the copy away. Next, ask your reader three essential
questions:
What is the offer?
What is in it for the reader?
How can the reader get it?
Hey, did I just buy a time share? (just kidding)
Most sites fail this test… ba ba ba badly. If you can pass it,
you’re already one BIG step ahead of your competitors. You can
spend your time honing your message instead of creating it.
 Short attention spans mean you need super-effective copy. Your
message has to hit your customer’s brain in five seconds or less.
Three more seconds are used to figure out whether the message
was good.
It’s like speed dating for your customers’ attention.

Court your customer with attention and

love
Some people are worried that tenacity will make them look bad.
In actuality, it usually takes around 7 to 10 contacts to turn a first
time visitor into a conversion.
I want to share a technique that does this extremely well and
costs a lot less. I’ve been able to get a 4000% ROI from this
technique. That is not a typo.
The technique is called drip marketing. It’s super-simple to set
up and run and it helps you reach those 7-10 contacts without
turning your customers off. A drip campaign is a set of value
emails designed to remind visitors of your offer over time.
Each email pitches what you’re offering in different ways. By
the time the campaign is done, the customer will realize that you’re
the only choice to solve a particular problem that they might be
having, especially if you follow the other principles in this book.
Some marketers are afraid of drip marketing. They fear their
customer list will get annoyed by all the emails. I have one thing to
say to this type of marketer:
If you’re selling crap, why are you in business in the first place?
Each email you write isn’t going to say BUY BUY BUY!
(Because that will result in BYE BYE BYE… ahhh, see what I just
did there? That’s good copywriting! Lol )
You have to craft emails of value that people will look forward
to! Think about this... if your emails say BUY... it’s like your
people going to their mailbox and getting a bill in the mail... they
hate it. But if you give someone of value that they enjoy, it will be
as if they went to their mailbox and got a letter from their favorite
long lost uncle.
I’m telling you that if you can build a list of people who trust
you and you can market to them in this way that you can print
money at will. Drip marketing was a crucial component in my
recent efforts that turned three funnels into seven-figure marketing
machines.
How does that ROI compare to other forms of marketing? Here
is some information from Kissmetrics, one of the most trusted
sources of marketing information on the web:

ROI per $1 spent:

• Email $40
• Catalogs: $7.30
• SEO: $22.24
• Internet Display $19.72
• Mobile: $10.51
• Banners: $2

The stock market ain’t got nothin’ on email marketing! Email

marketing done correctly has the highest rate of return of
anything. But it has to be done right. You have to do your research.
You need to know your customer well enough so that it seems like
you’ve reading their diary while making them trust you enough
that they’d be willing to share it with you.
Isn’t that incredible? (In case Google didn’t tell you, EMAILS
ARE FREE!) Do you see the power of good communication? Are
you great at copy? Awesome. Are you terrible at it? Learn it. Don’t
want to? Hire the best copy writer you can afford... are you seeing
a pattern here?
 Do I need a huge list first?
When I first started this online journey, I made a healthy six-
figure business with a mailing list of under 5,000. I’ve talked with
other businesses with mailing lists in the hundreds of thousands
and they were leaving a TON of money on the table because they
had no idea what to do with it. I can give you a Porche, but if you
don’t know how to turn the key in the ignition, it’s just eye candy.
Ok, I feel silly using that analogy, but you get the point.
Quality trumps quantity every time. I’d take a mailing list of
100 if I knew most of them were going to buy my product! The
quality of your email list is measured by the quality of the
relationship you create with your customers.
It’s all about communication. You need to demonstrate and
communicate how your business will take your prospective client
into a better state. By convincing your prospects you can help take
them where they want to go through your marketing, sales become
automatic.
By tenaciously communicating in a quick and effective manner
over time with a quality drip campaign, your business will
overcome shiny object syndrome. It will overcome the short
attention span we have now. The goal is that when people see your
name in their inbox, they smile. Then you will make bank.
 Chapter 3 – Back
Scratching
Think back, hopefully not too far, to the last time that someone
gave you something out of the blue. It could have been something
small like you got the best dang salsa and chips that you’ve ever
had at your favorite Mexican place, or maybe one of the mechanics
changed your wipers for free, or, like, your friend covered a movie
when you weren’t expecting it.
It was probably pretty easy to remember. I mean, I remember
getting that free newspaper at the fast food place. It was one of the
local rags that I hated reading, but the hash browns were hot,
yanno? This place stood out in my brain. They were different.
There’s this one place that’s just down the road that sells
blueprints, you know the ones that map out houses? Every order,
they send out a small box of freshly popped popcorn to their
customers. For real.
None of the stuff was fancy, but the place really went out of its
way to make an impression in the back of its customers’ minds.
Like, you might not have even put the popcorn and the blueprints
together in the back of your mind, but that makes the connection.
Makes you think about it.
More importantly than that, when someone gives you
something for free, you want to go back to them. The real kicker
is that even if the ‘free’ thing you got isn’t incredibly valuable,
you’ll still go back to whoever gave you the present.
This is reciprocity. It rewires the brain to make a better
impression about your company. Not only that, it makes it much
more difficult to say no to you in the future for a favor, often times
the favor you get is far more valuable than the free popcorn you
gave. If that’s not the most beautiful thing in the world then what
is? This often works in unconscious ways.
This is reciprocity, The Principle of Back Scratching. As in,
“you scratch my back, I’ll scratch yours.”
You want to pay people back after they do you a solid. The best
part is, you always pay them back much more than what you got.

The three big rules of back scratching

First, you develop more authority, more social proof, and more
trust with your customer if you give them a taste of what you have
to offer before they pull out their billfold.
Second, the customer has to perceive that your free offer gives
them value and that paying for more will give them even greater
value. If your free sample doesn’t do this, you’re dead in the water.
Giving away heatstroke in the desert won’t make you any money.
Third, and most important, your freebie can’t be run-of-the-
mill. Give them something that YOU sincerely can’t believe you’re
giving away. It has to make their jaw drop. Nothing less will do.
Anything, and I mean anything, can be used as a freebie,
whether you’re talking about a free trial for your awesome product,
the biggest bunch of books in the world, or even the chance to play
a video game. You make the choice, but remember it’s gotta be
good! Stop giving away shoelaces!

Case study 1: Maggie the Makeup Artist

I was working with a makeup artist to get them more clients.
They were using typical advertising techniques and placing ads on
bridal websites and in print magazines. This artist was spending
thousands of dollars in advertising to get just a few clients. She
was upside-down in her ROI, sometimes spending more money to
GET a client than she got from the client.
 I then learned that it was common to give a consultation to
respondents. During this consultation, the artist would give the
potential client a quick makeover to show off their skills.
In a casual manner, and I couldn’t believe my ears, the makeup
artist revealed that they were getting a 90% conversion rate off of
these free consultations! I immediately told my client that they
weren’t in the makeup business. They were in the "giving away
free consultations” business.
The makeup artist spends money and time showing the
customer what they can do and the customer responds by booking
the artist. #boomshakalaka
I also learned that some of her competitors were charging for
their initial consultations. This is a buzzkill. When you’re giving it
away, you’re laying the foundation for reciprocity. Granted, you
have to be smart about it, but a free sample can have an incredible
ROI. If done right, you can get the biggest ROI of your life.

Case Study 2: Mall Massage

Mall massage people have an amazing business model. All of
them offer a free three-minute session. That’s just about the
amount of time it takes for a massage to start feeling really, really
good.
Then they casually ask “do you want more?” Half an hour later,
you’re walking jelly and your wallet is a little lighter. This is a
perfect example of reciprocity.
Go ahead, try the product! The user gives it a go and is
compelled to come back. Even if the user doesn’t come back
today, the seed has been planted.
The takeaway: if your free offering can bring the same level of
mental relief to someone as three minutes of massage, you’ve got a
good reciprocal offering. The key is to make sure that the freebie
you’re giving triggers emotions. Don’t give them shoelaces! 
Case Study 3: Free Food
This type of reciprocity is easy to see. Major grocery stores use
this concept. People crowd around free sample containers because
of the free value. Some customers even get their lunch on
weekends with free samples!
It’s a great way to move expensive products like cheeses and
meats. A customer may not be willing to plunk down $15 for a
slice of Parmigiano-Reggiano, but if you can show them how good
it is first with a free sample, they’ll be much more likely to buy.
BTW, this works so well that they pay some of these free food
presenters like $70k a year... whaaaaa??? Yup.

Case Study 4: Charities

This is a more subtle kind of reciprocity. Most people do feel
good after giving to a charity because they feel like they’re helping
with a cause (unless you are the devil). But, to get people to donate
in the first place, charities use a bit of a mind hack.
They don’t just talk about the problem they’re trying to solve.
They also help people understand how their support will give them
an active role in the solution. And they usually ask for a small
amount up front. And when you give that $5 or whatever, it feels
really good. You receive a burst of good feeling.
If you keep coming back to give to the charity, that’s when they
start offering higher-level tiers of donations to help you make a
larger difference. The charity gets more money to do their work,
and those who donate get to feel better and better, and maybe get a
healthy tax write-off.
What did the charity give? The charity gave people the
opportunity to feel like they’re doing something positive in the
world. In exchange, they gave money. See the reciprocity?
You often see charity commercials on TV. They’ll feature some
sad, poor orphans or the worst of the worst abused animals. They
do everything that they can to tug at your heartstrings, forcing you
to feel something.
Believe it or not, they’ve given you something here. They’ve
given you a deep emotional reaction. But, they also gave you the
opportunity to make the world a better place. You have the chance
to be a HERO! YES! Do you see how they are using their powers
of persuasion for good?

It doesn’t have to be material

In three of those examples, we were talking about giving
something material like a product or a service. The fourth one,
charity, was more focused on giving you a sense of empowerment
to change what you could change. While they’re asking that the
viewers give money, they are not starting out by giving YOU
money or a tangible service or product.
So, when you’re thinking about something to give, it doesn’t
have to be a “thing.” For instance, I love meeting people. I mean,
I’ve met a lot of people during my life. I’ve met, like, a ton of
them. And, believe it or not, I keep track of what they all do, no
matter whether I’m meeting them in my ‘personal’ or my
‘business’ life.
But anyway, I keep track of what they do. Like, this one’s a
banker and this one’s a plumber, and this one’s a bus driver or
what have you. Then, when I meet more people and they say
something like, ‘my roof’s leaking’ or ‘I need to know how to
manage my money’ or whatever… I can say that I know someone.
In some cases, it’s not even that I know someone. It’s that I
know someone who knows someone because I know that they talk
with people who do what my new friend needs.
So, I’ll make the introduction between the two. And, if the
relationship works out, like, they get along, then both of my friends
are happy and I’m happy because I was able to help out those
friends.
But something crazy happens. They want to help ME in doing
the same. Like, if they know that I’m looking for someone to mow
my lawn or do my books or whatever… they’ll help me by giving
me the names of good people.
And that expands everyone’s business, and we’re like a small
tribe of people all looking out for one another. This is another form
of reciprocity.
How much would you pay to get resources that were super
valuable like that? I mean, if you were introduced to the love of
your life or to someone who saved you hundreds of dollars, or
someone who made you a fantastic meal… what would you pay?
Wouldn’t you feel like you owed them something and be more
inclined to say yes if they ever asked you for something?
I know I would.
This has helped me tremendously in my business, it’s amazing
how much money one or two of the right connections can make
you. Strategic partnerships can be very lucrative if they love you.
They will love you if you give them value.

Value makes customers act

Your customers give you money. But they don’t give you
money out of the goodness of their hearts or because you’re a good
person. You’ve got to give them value in return.
If you’re online, though, how do you give value? How do you
show that you really care about your customer when all they’re
looking at is words on a page?
Make those words count.
Give them information. Lots of information. Lots of free,
relevant information.
 There are sites out there which give away lots and lots of free
information, reserving only about 20% for the paying customers.
Because they’ve received value from your free material and
they’ve even had some success with your information, they’re
more likely to do little things like give you their email address and
give you even more opportunities to sell to them!
So, you give them something that solves some of their problems
for free, and they turn around to give you more cash. What a deal!
Also, by adding them to your email list for receiving that free
thing, they’re getting in on your email marketing campaign (see
tenacity) where you can give them even more valuable information
and stuff.
Here’s an example of how giving value can make people give
you what you want. Do you know the story of Johnny Appleseed?
He was a simple guy. All he did was go around planting apple
seeds in nurseries throughout America and occasionally preached.
His caring and generous nature, along with his selfless giving of
labor (he did much more than just plant apples!) allowed him to
travel freely and have his needs provided for. He became a legend
in his own lifetime and his reputation preceded him. Even hostile
Native American tribes left him alone.
Can you believe that he would just go around giving value...
giving sustenance... and in return, people gave him food and
shelter? He didn’t have any money at all! He would travel the
whole country and be fully provided for by people who were more
than happy to take care of him due to all the value he was giving!!!
There is a story about Johnny Appleseed’s selflessness that
comes to my mind. He was warming himself with a fire on a cold
evening and noticed that mosquitoes were flying into it. He
quenched the fire and said that it wasn’t right for him to warm
himself for comfort at the expense of destroying life.
 Now THAT’S reciprocity. Master this, and you never have to
worry about money again.
Chapter 4 - Monkey See,
Monkey Do
Monkey see, Monkey do?
I want to share with you a case study from Germany.
A marketing research company hired people to form a line
outside of an empty building. There was no signage or
announcements about why the line was there. What happened next
was nothing short of amazing.
People who were not in on the joke, just regular everyday
people, actually starting joining the line! They had no idea what it
was for, but they saw people in a line, so they jumped in! WHY?
Monkey See, Monkey Do. ( I am not calling anyone a monkey!
Keep your pants on. I am just saying people just do what other do.
It’s human nature, take advantage of that. )
That’s a powerful example of social proof. Social proof
validates to others that an experience, product, or service will
benefit them because it has benefited others.

Social proof in action

Some people jump to be the first in line to try new things. Most
people are content to make sure that the early adopter survived the
encounter before dipping in their toes. You see this happen at
corporate luncheons - Bill’s getting the food at the buffet opens the
door for the rest of the company. People love poison tasters.
The same thing happens on social media. 20% of the likes on
Facebook happen because a friend saw that a friend liked
something. It’s also why we love product reviews on Amazon,
Yelp, and so many other sites. In fact, 70% of Americans check
reviews before making purchases now. PAUSE. We place our trust
in the opinions of other people higher than the marketing messages
a company sends out. If they took the risk and didn’t get burned,
you’re comfortable reaping the same reward. We trust our fellow
man.
Here’s a study that was done by the Washington Post. They
were doing an environmental study to see how they could people
to save energy during the summer by using fans instead of air
conditioning. They tested different marketing messages to see
which were the most persuasive.
The messages were:
• You could be saving $54/month on your utility bill.
• You could prevent the release of 262 pounds of greenhouse
gases every month.
• Using fans instead of air conditioning is the socially
responsible thing to do.
• 77% of your neighbors are actively using fans to save
energy.
#4 was the most effective message. Looking good compared to
the neighbors was more important than saving money, saving the
planet, or feeling good through social responsibility.
Think about that for a minute!
If you see someone else buying something and enjoying it, your
chances of buying that thing will spike. This is why testimonials
work so well as a marketing tactic. They provide a measure of
social proof that someone else tried it first and got a good result.
It’s also why marketers love to use pictures of happy people in
advertisements. Seeing others smiling and happy relaxes us and
makes us more receptive to what is going on around us, which
makes marketing that much more powerful.
 If you can leverage social proof, you will add a huge force
multiplier to your marketing funnel. But you can’t fake it. Faking
reviews or testimonials is a sure-fire way to destroy trust.
Instead, you can politely ask your customers to give honest
reviews or testimonials for your business. Give them a reason to do
so. Email them and say hey, if you LOVED the product or service,
please give us a great testimony and as a small token of our
appreciation, we would like to send you this free XYZ.
The gorgeous part about that free XYZ is that it can be digital,
so it’s pretty much free for you to make. :) Just make sure it’s not
fluff. Please, no one ordered any fluff here.
BTW, A lot of people are putting testimonies wrong on their
page. They are showcasing a testimony that looks like an
encyclopedia.
Let me give you an example. Here is what some testimonies
look like:

“Hi, my name is Mark and I really love music. I like all kinds of
music really. These headphones really changed the way I listen to
music. Before everything was so static like and not clear. I use
these new headphones every day. They come in all different colors
so no matter what color you like, there is something for you. They
not only carry a higher quality than the competitors, but they are
priced better as well. I think I will collect all the colors and wear
different ones every day. This way I will enjoy some change, I
don’t like it when I wear the same thing every day. Anyway It was
really great talking to you about headphones... blah blah blah on
and on”

I mean, seriously... I have seen testimonies that are a page long.

“ain’t nobody got time for dat!”
 Remember, we are always fighting for people’s attention, so we
must choose wisely on the few powerful words we want to use. I
would have changed that testimony to simply...
“These headphones really changed the way I listen to music.”
Boomshakalaka... short, powerful and to the point. Now, if I
was going to use this testimony on my check out page I would say,
“They not only carry a higher quality than the competitors, but
they are priced better as well.”
Now, why did I do that?
When people are ready to check out, their hand starts shaking as
they reach for their credit card and they start to have second
thoughts. So, if we have a testimony how great a VALUE this is,
they are put at ease. At this point of the funnel, it’s about the
MONEY. So if we can prove to them that one of their peers feels
that this is a tremendous value... DING DING DING…
YUP!
Be wise with your testimonies, they are very powerful. Use the
right ones in the right places along each step of your customer’s
journey.
And you thought building a funnel was just drag and drop. 
 Chapter 5 - FOMO
FOOL!
It’s not full moons that get people foaming at the mouth like
crazed werewolves. It’s the scent of a good deal. How many times
have you gone into a store that’s having a liquidation sale, where
they’re getting rid of everything down to the paint on the walls,
and bought much more than you expected?
Yeah, you walked in there for just that one thing. Instead, you
bought a ton of things that you didn’t need because you knew that
the deal wasn’t ever going to be there again. That’s the crazy part
of the fear of missing out or FOMO. A good sale can get us
FOMOing at the mouth quickly (I make no apologies for that pun!)
I’ve got CDs by bands that I never knew and never cared about
because my local CD store was going out of business. I was
picking up ‘that other album’ by bands I knew and just spending
money like crazy because it was 85-90% off.
But if you really want to see FOMO in action, look at Black
Friday. After Thanksgiving dinner, people line up to try to get
deals on crap that they don’t need because they fear that they will
miss the “best deal of the season.” Advertisers spend months
pumping up how good Black Friday sales are and how short they
run.
People do not want to miss the opportunities that others can
have. That fear is what makes people willing to crush each other
and get in fist fights over televisions and toys.
FOMO says “if I don’t act right now, someone else will get
what I should have had!” It compels people to act because it makes
them feel that the opportunity is scarce. By limiting the sale time
and the number of items then skyrocketing customers’ expectations
about the value of the sale, customers go crazy like hungry dogs.
Black Friday is unethical for a few reasons, but the biggest one
is because there are no real deals. These are items that have been
marked up and then marked down for Black Friday or they’re
items which were going to be moving like hotcakes anyway.
FOMO strikes people so hard that people have DIED from
Black Friday. You want them to love your products, but not that
much!

The Lesson of Fake Scarcity

Most people would consider me to be a happy guy. And I love
love LOVE digital marketing. I love the elegance of it, love the
way that a well-run campaign fits together, and love simple funnels
that convert.
I’ve only got a few pet peeves when it comes to digital
marketing and some of the marketing tactics that I’ve run across,
and this one ranks at the top.
I’m talking about fake scarcity.
Fake scarcity is lying. And, like I tell my 18-month-old
daughter, lying isn’t nice. I’m not gonna feed my family on money
I got off of lies. Too much hassle, keeps me up at night. And I
want to keep sleeping like a baby.
So, what is fake scarcity?
Have you seen messages like these?
“Only 3 spots left!”
“This will close in 24 hours!”
“One-time only deal!”
“The first X customers get Y bonus!”
You’ve seen these messages everywhere, but how true are they?
I’m going to give you the lowdown… there are a lot of lying liars
out there. They just want the money, and they’ll say anything to
scare you and make you afraid that you’re missing out on a great
deal.
And it leaves a bad taste in your mouth when you see that in a
month those same ‘closing in 24 hours’ deals are still available.
That bad taste of catfish mixed with spam left in your mouth is the
taste of being duped.
The real deal is that people are going to figure out that there’s
something smelly on the table and that’s going to hurt your
reputation. Don’t do this! Once your credibility is shot, you’re shot
(lol, writing is fun man)

How to Get Real With Scarcity

You can leverage scarcity in an ethical way. The only reason
people don’t do this is because they are lazy. It’s easier and
quicker to lie.
Well, not to be boring, but when you take short cuts, lie, and not
give your full effort… you end up with death warmed over results
as lame as 3-day old buffet food.
When you do it right, the results of digital marketing are
unbelievable.
Think about it this way... I don’t know any other business in the
world where you can put in just a little extra effort and reap
MASSIVE benefits from it.
The first step, always, is to have something of true value that
your customers want. This is crucial. Using scarcity to mask a
low-value offer is shady. Don’t do it.
Second, explain why it’s scarce. For instance, my Mastery
Mentorship Program (where I help you remaster your funnel one-
on-one so you can maximize profits) is limited to nine people. It
takes so much of my time and energy to help those in the course
that taking on one more person would dilute the value. I can’t do
that. Thus, scarcity is built in by just the nature of the offering.
Customers also appreciate knowing why your offering is scarce.
Third, you have to stick to your scarcity plan. Raise that
price. Pull that product from your website. Don’t send that extra
sample. Deny the additional clients. Scarcity, by its nature, creates
high demand. Sales is a long-term game, and by denying them
today they’ll be back tomorrow the next time you offer something.
After enough time has passed, say a quarter, a year, or when
your current batch of customers has processed the value of the
product, you can re-offer the product with some new social proof
markers. You can also raise the price. Those who were too late the
first time around will buy because they see that you WILL pull a
product and that their FOMO is justified.
Wait... you’re telling me to say NO to sales? YUP! Why?
Because saying NO now creates something far more powerful:
TRUE SCARCITY. Once this happens, you’ll have to go buy a
bulldozer to help you move all the money around.
Sticking to these steps makes your scarcity honest. Don’t be a
shady Black Friday marketer. Provide value, explain the reasons
for scarcity, and follow through on your word.

Ethical Scarcity Examples

One of the ways that some of the now-larger brands introduced
scarcity was through the creation of invitations. Basically, the
brand would send out invitations to a select few users, allowing
them to invite their friends and other people to the brand.
(remember this little thing called GMAIL)
This did two things. This leveraged the visitor’s own brand to
the now larger brand and it made customers feel like they’d
received something special. We’ve talked some about how making
the customers feel special is, in itself, a form of reciprocity.
 So, while you can talk about spots which are available and how
supplies are limited, the conversation doesn’t need to be about that.
In fact, in this instance, the conversation should be about how
exclusive the club can be.
There are several ways to create demand for your brand with
scarcity, but introducing the concepts of time and availability are
the most effective ways to do it. Even something like “supplies are
limited,” so long as it’s true, can add scarcity to your sales pitch.
But please, please, please, be honest with your scarcity and stick to
it. Even if the sales are rolling in at the last minute, cut it off.
Raise that price when you say you will. Sticking to your word and
creating more FOMO will make your clients clamor even MORE
over your work.
Just be a little creative. Take a moment... breathe deep... think
and create something that your mama would be proud of!
 Chapter 6 - UBU
Some people don’t want to put any part of themselves out there.
They want their company to stay in its safe little hole and be
absolutely generic. They fear they won’t be liked. Maybe they fear
that their product isn’t good enough. Or that the competition has
better reviews, or has been in business longer, or has a better
website, yadda yadda yadda.
Do you want to know a secret of sales?
People buy you before they buy anything else.
If you’re not showing your personality, you’re not going to get
as many sales.
I said early on that no salesperson can sell to all people. There’s
another side to that. There will ALWAYS be some subset of the
audience that resonates with you. Whether it’s the way you talk,
the way you teach, or just your general style, they like it.
The things that make you YOU comes from many different
places:
• Upbringing
• Life experiences
• Views
• The books you read
• The movies you watch
• The people you listen to
• The environment you interact with on a daily basis
• The amount of self-reflection you do daily.
The list goes on and on. What you need to internalize and tell
yourself every day is that you are unique, there is no one else in the
world just like you, and people will benefit from you because of
that uniqueness. Say this every morning to yourself until it’s
ingrained in your mind.
 I’m serious, write this down on a piece of paper, put it by your
bedside and read it when you wake up. If you keep saying it every
day for 45 days, you will believe it. When you believe it, your
actions will change. People will treat you differently. Sales will
come pouring in.
Don’t believe me? Prove me wrong.
This mindset will empower you to have confidence enough so
that you can talk to your audience like your competition doesn't
matter. You can bare yourself to your audience as much as you
wish. When you can do this, you’ll have authenticity.
Master the art of being yourself, and you can even charge more
money than the big dogs and people will pay handsomely. Why?
Because they like you, have built an emotional connection with
you, and will have benefited from your business. That’s a very
powerful trifecta.
Remember, every “guru” started off with no following, no fans,
no content, and they had big competition. Once you start
understanding this and realizing that behind your competition is
just another human being, you will soon beat them!
I recently had a client who said, “Look I am considering going
with you or with (and then he named the biggest names in the
world).” He said, “I am going with you, because I like you.” 
How many times have you done business with someone just
because you liked them? Please answer, NOW. 

You Be You
I can’t bang on this point enough. You be you. You’re the only
you that you can be. Far too often, people try to mimic a mentor’s
style thinking it will give them an edge. In reality, all the time
that’s spent working on imitation should be spent on creation.
 Besides that, people can tell when you’re faking it, too. It comes
off as shady, inauthentic, like you’re trying too hard. In really bad
cases it can even be creepy! Don’t be a creep.
When you act from a genuine place, a place that touches on the
REAL you, people will like you. At the very least, they’ll respect
you. It’s very difficult to disrespect an authentic person.

Barriers to authenticity
A lot of people out there have negative mindsets. They’re
thinking about the reasons something won’t happen before they’re
thinking about what CAN happen. I get that a lot.
Do these sound familiar? Have you said any of these to
yourself?
• But what if there’s nobody who wants what I have?
• What if there’s nobody out there who likes me?
• What if they can’t afford what I have?
The first is solved through audience research.
The second, well, have you SEEN the weirdos out on the
internet? Trust me, no matter what quirk you might have there’s
some tribe of people out there you can find. Someone is this world
loves you. Your significant other, family... someone. There is a
REASON they love you. If they love you, others will too.
Also, nobody cares whether you’re red, white, or blue as long as
you’re giving value to your audience. They don’t care if you think
you have a weird accent. They don’t care if you have a wart on
your nose. They don’t care if you like liver and onions. IT
DOESN’T MATTER.
You cannot discriminate against talent. As long as you can
provide value while being authentic, that’s what matters. And
honestly, many of the things you think are “weird” about yourself,
like an accent or whatever, that’s part of your authenticity. So the
excuses you make about why people don’t like you or won’t like
you, they don’t matter. You’re just hurting yourself by not pushing
forward and presenting yourself and your value to the world.
To illustrate this point look at me: A dude with a funky
name, brown skin... USED TO BE HOMELESS... and now I
am a top 1% earner in this industry... what’s your excuse? 
The third is a bit more sticky. Nearly every new entrepreneur
feels bad about charging what they’re really worth. They feel
inauthentic asking for the true value of their product. The fact of
the matter is that there’s a whole lot of people out there who can
afford what you’re selling, and there’s a whole lot who can’t.
But if you believe in yourself and in your solution, and can
make that belief shine through in your marketing, people will pay
quite a lot for that authenticity.
People really undervalue themselves. Many of you out there
evaluate yourselves like 10, 20, or 30 dollars an hour, but you’re
really worth 100, 200, 300 an hour. You don’t understand that
people aren’t paying for your time, they’re paying for the results.
So, if my need is bad enough, and you can make those results
happen, you can charge me $5000. If it takes you 20 minutes, it
doesn’t matter. My needs got met and transformation happened.
People are paying you for the end result, and you need to shift your
mind for that.
So when you’re being likable and being yourself, you want to
talk to your ideal client using your perfect message. Talk with
them about their exact desired result, and don’t beat around the
bush about it.
Your solution can even put people through a mini-hell! As long
as people get the result they’ll pay out the nose. Just look at plastic
surgeons. Start programming your mind to think this way. How?
Tell yourself this is how things work every single day for 45 days.
 Chapter 7 – Did You
Know You’re An
Expert?
I don’t think I need to explain how much we value people who
have more expertise than we do. If someone says they have a
solution and can present proof that their solution works or present
credentials from others the customer trusts, then that adds a trust
multiplier. The sale becomes more automatic.
But here’s the thing about expertise. It’s like the joke about two
people confronted with a hungry wild animal. One person calmly
ties his shoes. When the other person panics and asks why the first
person isn’t running, the first person calmly replies. “I don’t have
to outrun the animal. I just have to outrun you.”
Most think that you need to have a lot of book knowledge or
straight A’s in school or something to be considered an expert.
That’s not true.
All you have to do is know more about a subject than the
customer and be able to communicate that expertise in the form of
a product or service that the customer can understand. If you can
do this, then in your customer’s eyes, you’re an expert. You’re the
authority. You possess expertise they do not have.
You don’t have to know everything about a subject. You don’t
have to be the number one in the world and have written a lot of
papers or anything like that. You don’t have to know all the stats
and figures.
You just have to be able to give value by:
• Creating systems or products which make others’ lives
easier.
 • Taking what you know and presenting it authentically to
reach an audience not commonly reached in your niche.
• Approach your subject from a different angle so that
customers gain a new way of looking at a problem.
And you can be an expert. In fact, in a real sense, there are no
experts. The learning process never stops. Nobody steps out from
behind a curtain and pins the badge ‘expert’ on you when you
reach a certain point in your studies.
Even doctors have to go back for continuing education to keep
their license. Experts are only people who have encountered a
subject before you, learned something about it, and can teach you
something you didn’t know. There is always something more or
something new to learn.
But there still is something to be said for projecting the image
of expertise to people. Think about all of the hoops that you jump
through to be with a doctor.
• You have to go there on their schedule, not yours.
• You wait in their waiting room until they’re ready.
• You get subjected to all kinds of embarrassing procedures.
• You are told to take prescription drugs with terrible side
effects.
• You pay enormous fees for the privilege of all this.
Yet doctors started exactly where we are. They decided that
they wanted to learn more about medicine and learn how to heal
people, and so they learned skills that help people and provide an
extremely high level of value. Nobody cares about whether a
doctor’s green or purple scrubs smell funny or anything, as long as
they have the ability to make a knee stop hurting or set an arm.
Think about it… no matter what the doctor says, we do it with
closed eyes. He says jump, we say how high? Why? Because he is
wearing the white coat, he is the authority. We do whatever he
says... here is the good news: In your funnel, if you do things right,
you can be the doctor for a change. 
Expertise isn’t just about knowledge. It can also be about how
well you can communicate with a certain group of people. Take
teachers. An 11th grade math teacher might have to teach
trigonometry to a bunch of late teenagers. A 1st grade teacher
teaches very young children to add and subtract. We can agree that
the trigonometry is much more difficult. But the ability to
communicate the basics of math to young children is also a
valuable skill. BOTH are experts in their own right, and their
audiences value them highly.
Are you starting to smell what the internet is cooking?

My Brother’s Guitar
I bought my brother a guitar. He went on YouTube for, like, I
don’t know, a couple of hours, and learned a couple tunes like
Sitting on the Dock of the Bay and other ones.
Well, he plays that for my family and friends. They tell him
that’s awesome. They and other people start thinking, ‘wow, this
guy, you know, he really knows his stuff. He’s probably like an
expert.’ And you know we’re not trying to deceive anybody here
but in people’s minds, they’re like, “He must have gotten lessons.”
But he didn’t get any lessons at all. He was just on YouTube for
a couple of hours. And as long as he knows more than the person
he’s teaching, he’s qualified right now. If that person wants to
become an all-star rock star, my brother can’t help, but he CAN
help someone who wants to learn how to play a few songs on the
guitar.
To that person, my brother is considered an expert. And he can
charge good rates and he can get good clients because of his
expertise. And what did he do to achieve that status? Learned a
few things on YouTube for free and have his big brother buy him
an acoustic guitar.

How do you make yourself an expert?

Speaking of YouTube, one way to quickly build authority and a
following is to teach people stuff. If others try it and it works, your
reputation as an expert will build. The best way to teach people
stuff quickly is to make videos.
Text is good. Voice is great. Video is the greatest.
So if you have the courage and you want to make more money,
you should try making how-to videos. Video isn’t just good
because it provides both an audio and a visual component. When
your audience sees you, they can see all of your facial expressions
and body language. Through that, they can trust you and relate to
you a lot more, trusting you. The faster they relate to you, the more
they will trust you. The more they trust you, the more they buy.
Seeing is believing.
With text, only your eyes are involved. With a podcast, only
your ears are involved. With video, your eyes and your ears are
involved. With more of the senses engage, trust develops faster
and deeper.
So it’s very important to do videos. And you’ll probably get
nervous. I mean, look, people get nervous. I know that I get
nervous.

The Shark Tank Incident

I remember the first time I went on stage in San Francisco for a
local Shark Tank competition a couple of years ago. Literally, my
left arm went numb and I was trying to figure out whether I’d had
a heart attack… that’s how nervous I was. I still went through it
and I still rocked it and actually won the competition.
 The competition was judged by a bunch of big shots. Like, one
of the judges was one of the co-founders of iTunes. Anyway, as
soon as I was done with that talk, I shook out the numbness in two
seconds. I call that the victory shake. 
As soon as that happened, it got a lot easier. So, it’s not easy the
first time to get it done. It’s probably not going to be great, either.
It just gives you stuff to laugh at later. Like, oh my god I can’t
believe these videos. You’ve seen some of the early work from
actors, right?
There’s a reason that the first season of Seinfeld isn’t shown
that much. Helllooooooooo Jerry!

Your Videos
Your videos should teach people stuff. However, you should
teach them just enough to make them go ‘wow, cool!’ rather than
giving them the whole enchilada. When you give your readers and
watchers a little tease, you can give them something even more
down the line. Show just enough to prove that you know what
you’re talking about, and no more. Remember the reciprocity
principle and the massage therapists?
Think of it as an appetizer. Your videos are the appetizers and
they have got to be five-star value. If you go to a restaurant and the
appetizers are not good, you’re out that door.
For those of you who are worried about the quality of your
filming, I started filming on my iPhone and there is nothing wrong
with that at all. It’s super authentic. I’ve made plenty of money
without one single piece of professional equipment.
As you get better at the videos, you might want to get the
professional equipment, but you don’t have to. Don’t let the urge
to be James Cameron get in the way of you being you and
presenting your value in the message. Don’t let the perfect be the
enemy of the good.
 Here’s what it comes down to
You’re unique as a person and your style’s going to resonate
with others. Everyone’s not going to love you, but I can tell you
that someone will. Even if you are a newbie but you want to work
in that niche, go read something, go watch something and then
reteach it in your own way because everyone interprets things
differently. What may be normal for you isn’t normal for your
potential customers.
As you continue to study and grow your knowledge, you’ll be
able to offer more and more things. Eventually, you can offer a
product, or a course, or whatever you want. Run with it.
Think about it like this. When you go to a different country and
you speak English, people are like “WOW!!! You speak English!”
To us, it’s nothing, as it’s our first language. To them, it’s
something super exotic and sometimes even gives you a kind of
celebrity status. It’s the same concept here, what information you
know may seem like normal stuff to you, but to others, it’s oooh
la-la.
 Chapter 8 – The Most
Powerful Thing on the
Planet
So, you got your 6 other principles. And you might have been
wondering how you’re going to tie it up in a neat little package.
Copywriting is the glue that ties all of these concepts together.
You need awesome, badass, tear-jerking, fish in your face,
whirling dervish copy. That’s what will get the attention you crave.
That’s what rips your customers out of their Cheeto-eating, shiny
object syndrome stupor that they’re in and drives them to make a
purchase.
I’m going to get a little basic here. What’s at the heart of every
single webpage? Words. At the heart of every social media post?
Words. Email? More words. SMS messages? Even more words.
You can’t get away from them so you might as well make them
your pet monkey and have them do what you tell them, right?
Ready for this? The number one most powerful thing on this
planet is… WORDS
Think about it... you can commit yourself for the rest of your
life to another person with two words, “I Do”
You can crush the dreams of someone by simply saying, “no”
You can change someone’s life forever just by saying, “yes”
Words are free... but you have to be very careful about how you
use them. Treat each word like a dollar bill, be very careful how
many you let out the door. The fewer the words, the better. Treat
words as your number 1 asset. Protect them, respect them.
And yeah, images and video play their part, but words are the
building blocks of your 7 figure funnel.
 If you master the art of copywriting, you can write your own
checks. Every word becomes money.
I’m serious. In fact, I’ll go so far as to say that without good
copy, you’re no better than your competition.
Have you heard of Gary Vaynerchuk? He’s known today as a
multimillionaire entrepreneur angel investor, but he started in
wine.
How did he turn his father’s wine store into a $50 million
operation? Copywriting. That’s it.
If you ever wanted to feel like a badass money wizard, learn
copywriting. Once you’re good, you can use your language
prowess to conjure money out of thin air.
If your business is struggling right now, the best way to get an
immediate return is to fix your copy.
Let’s say you sell an expensive product. It’s $500. Your current
site gets around 500 opt-ins a month and you have a 5%
conversion rate. That’s 25 sales a month, or $12,500. Not bad, but
it can be better.
After improving just the sign-up box, let’s say you get 920 opt-
ins a month. All other things being equal, you’re now making
$23,000 a month.
Nearly double from just a single change! Now think of what
would happen if everything in your sales funnel was optimized
with good copy...
Every business needs copy, but copy is like the script for a
movie. If the script is bad, you will lose all the money, time, and
energy that go on behind the scenes, and it will flop. But if your
script is great, that same money, time, and energy will make you a
ton of money, and create an Oscar winning classic.
Copywriting is easy to grasp, hard to master. There are books
upon books about the subject and there’s no way I can cover every
little piece in one shot. The point I want to stress is that if you
don’t have good copy, you are leaving money on the table. Go
learn copywriting or hire someone with the skills.
If you’re interested in learning how to write dynamite copy,
here are my recommendations to get started:
• Read every day. It doesn’t matter what, just read whatever
you enjoy reading.
• Learn how to tell an interesting story. Go take some
storytelling and acting classes
• Practice writing every day, even if it’s as simple as one
small Facebook post a day. As a matter of fact, this is one of the
easiest ways to get started.
Isn’t copywriting only about writing? No. It’s at the center of
every great video, too. Knowing copywriting helps you talk about
your business, create video courses, and tell stories. The ability to
tell stories is extremely useful for those of you who plan on
making video courses.
It all starts with words.
Your ability to make money depends on the presentation that
you put out there. I can’t emphasize this enough – if you’re able to
write copy, that is, writing that sells, it’s hard to go astray. Why?
Because copywriting is the foundation of digital marketing.

A Post Gone Viral

Let me give you an example of how to write a viral post.
 This was a post of mine that did very well in a private FB
group. Only top posts get 100 or more reactions. I have posts that
have gotten over 1000 likes, but let’s start small.  Let’s break
down how we did this:
1st Sentence - “Wanna make the world a better place?”
This is called the “hook.” Your 1st sentence is the most
important part of your post. It’s the point where the reader will
decide whether or not they will continue reading. Make sure you
have a hook that your exact audience WANTS. In this case, I know
the group and I know they are inherently good people who want to
make the world a better place. So, I asked a question I already
know the answer to. :) It’s a question that’s near and dear to them.
In essence, you really gotta know your audience. Only then will
you be able to write a viral post because you will be using
language that resonates with them.
2nd sentence - “Go home and love your family”
Who is going to argue with that? That is a strong sentence that
people can ALIGN with. They can relate! Most likely, they have
created their business to support the family that they love. So when
you show them that, “Hey, I’m with you, family is what matters,”
then at that point they say, “YES… this dude is alright. We have
the same values.” A lot of this is happening in the reader's
subconscious.
3rd sentence - “I’m taking a Monday off just to be with them.”
 This is a subtle way to insert some great authority here. What
are Mondays? The start of the week. Who can take off on a
Monday? A BOSS, that’s who! Everyone wants to be a BOSS. So
when they see that, they think, “Hey wait a minute. This dude is
taking off on a Monday. He must know what he is doing. He is a
guy I want to follow.” Again, a lot of these thoughts are happening
on the subconscious level.
4th sentence - “They put up with my long hours, endless/crazy
ideas and my unhealthy phone addiction.”
So now I am further cementing my relationship. If you are in
business, more than likely you have long hours, crazy ideas, and an
unhealthy phone addiction. So now I have everyone saying, “Yup,
that’s me!” Again, you gotta know your audience hella good.
5th and final sentence - “Taking a moment to stop and remind
myself why I am doing all this to begin with…” :)
So everyone has a WHY. From my research, most people are in
business to serve others. If I can tap into their WHY and let them
know that I support it, or even match it, then they become a fan of
mine. They start following my content and start buying my stuff.
Then I end it on a high note with a nice… big… SMILE! :)
Never write a post on a whim. Viral posts happen when you
purposefully craft a message like the one you see above. Here is a
practical tip: Write your post out, but don’t post it. Come back to it
a few hours later and give it another round of editing. You will
make a higher quality post. The reason for this is that your mind is
constantly percolating. Give it some time to think of even better
ideas. You will find that the edited post will be much better than
the original post you were going to put up.
If you learn copywriting, combine it with the principles we’ve
already talked about, and put in the work, you can achieve seven-
figure funnel success.
 Email Copywriting
Let’s look at some copywriting principles for e-mails. Which
ones do we open first? We open the ones where the subject line
strikes an emotional chord, right?
It doesn’t matter what the emotion is. It can make you angry,
happy, sad, or relieved. What you don’t want them to feel is
“meh.” Bored. Uninterested. People want to feel something. You
know, this is why a lot of the mainstream media today focuses on
shock. We’re SO bored. I’m not saying your emails have to be like
a soap opera, but they have to tug at our emotions to get attention.
And this emotion has to be woven through the entire email too.
We have a word for hyper-emotional teaser copy followed by
boring stuff. It’s called clickbait. Your emails should not be
clickbait. If your email body doesn’t deliver on the promise of the
subject line, you’ll get unsubscribers rather than buyers.
Even more than selling the reader something, your copy needs
to make the reader FEEL something inside. Most people get this
wrong.
Speaking of unsubscribing, another counter-intuitive thing I do
is that I make it super-easy to unsubscribe from my lists. I don’t
hide it in tiny print at the very bottom. I don’t want people who
aren’t interested in what I have to say on my lists. It wastes their
time, and frankly, it wastes mine. I try to draw an audience that is
super-engaged with what I have to say. I use lines like:
“If this isn't for you, if you're kicking tires, or if you feel so-so
about this or you don't feel like you're getting value out of these
emails, then please unsubscribe.”
This also has some psychological tricks. First... because it’s in
their face, it makes them think. We’re not used to hearing
marketing messages that say leave if you’re not interested. It
makes them curious. Look up “pattern interrupts” for more on this.
 Second... it creates a feeling of exclusivity. Staying with the
group means you have a social proof marker. Leaving makes you
feel like you don’t belong (which may be true, but I’m not
judging!)
Third... when people do leave, I know that those who stay are
really interested in what I have to say. This inspires me and makes
me put all of my efforts into my copy. I want to give them even
MORE value. This creates higher open rates (how many people
open my email) and more conversions.
I’d rather have a small list of 5000 (or even 1000) people who
were super-engaged with me than a list of 20,000 people who
didn’t give a hoot about my message and my products. I can make
a lot more money from the super-engaged crowd.
Another thing I do in my emails is talk about my audience. We
love to hear about ourselves, but we also love to hear others relate
to our problems and pump us up. I like to tell my audience how
hardworking and good they are. I try to make them feel special.
It’s not a lie either. I genuinely believe in the goodness of
people and give them the benefit of the doubt.
I want my copy to be cast in the best light. Good professional
layouts, clear English in my own style, strong words in the copy,
all of these contribute to a good first impression. It’s like dressing
up for a date. Don’t be boring. Heck, I even strategically use
emojis to get attention in subject lines.
And, if you feel like you can’t write or don’t have time to write,
hire a writer or editor to help you. It’s worth the extra money. I
have no idea why people try to do everything themselves... here is
a magic formula you need to live by:
Do what you do BEST, outsource the REST!
Within the email, I’m often telling a story to get people to read
to the most important part, the link to the item I’m trying to sell.
The story should climax right around the point where the link gets
tucked in. I don’t blast my readers with a product link right off the
bat, even when I’m announcing a new product to existing
customers. You have to warm up your audience. You can even
make it a cliffhanger story and tell the rest after they click the link.
I also like to give people some kind of value in every email.
Reciprocity again. If I can give the reader something useful and
they know they can learn more on the subject by clicking the link,
then they’ll click. And we all have something to give. Did you
know that if someone reads the first 25% of your whatever (email,
blog post, web page, etc), then the chances of them reading the
whole thing are like 90 something %? So concentrate and make
your first 25% the best.
Incidentally, I usually only put in one link to a landing page per
email. It gives the reader fewer options to get distracted. But,
again: test, test, test. Your audience may like lots of options.
Playing with things like the length of the email, photos in the
email, emojis, or language quirks are all things to test. Personally, I
like short punchy emails that tell a strong story, give a link, then
get out. But you do you. Just make it captivating.
Finally, at the bottom of the email, I like to put in links to my
social media pages. It’s just good practice so that readers know
how they can get in touch with you in multiple ways.
There’s a lot more that can go into writing a great email or a
great email series. But to learn more about that, you’ll have to sign
up for one of my courses. :) Muahahaha!!
 Conclusion
Did you know that sixty percent of people who buy a book
never even open it? You can only imagine how many people
actually finish one.
So, congratulations! You are part of a very exclusive group of
book-finishing people. It’s an accomplishment, one you should be
proud of.
You are special.
The average CEO reads a book a week.
So you’ve got the intelligence to do it.
AND, you have the discipline which is a core principle in
running a successful business.
The next question is… who are you?
Are you one of those information junkies who digests book
after book, blog post after blog post, and seminar after seminar
then not do anything about it in your own life?
Are you going to be different this time?
Are you going to implement what you’ve learned?
A lot of the things in this book are pretty basic. It all starts with
the basics. You have to build a strong foundation in your business
to really make it work.
Many people like to overcomplicate and overthink their
businesses. They come out, right out of the box, with complicated
split tests, email segmentation, and everything else under the sun,
but it really comes down to the basics.
Some of my most profitable funnels have been the simplest (and
quite frankly, the ugliest), so stick with mastering the
fundamentals.
You’ve got everything at your fingertips. You’ve shown your
audience that they can get their ideal results and you’ve shown it in
a beautiful and artful way. The results will come. They always
have and they always will.
If you read this book from cover to cover, you know that it’s
packed full of tidbits and fundamentals. If you’ve been
implementing along the way and not just skimming (cheating on
your pledge from the beginning of the book), you should be seeing
results.
If you skipped around and skipped ahead, go back and reread,
stopping to implement one of the principles in YOUR business.
Don’t move on to the next chapter until you’ve implemented the
one before.
You’re a special person. You take action. And I only work with
action takers. So by finishing this book, you’ve proven that you’re
an action taker. You’re serious and dedicated. And hopefully,
you’ve gotten some results.

Beyond Money
Let me give you some real talk before we part for now.
I was homeless. I had no money.
Now, I can buy anything I want, go anywhere I want. I have
done the fancy vacations, the cars, and all that jazz.
I’m going to tell you something you don’t want to hear. Or
something you’re not ready to hear.
It all gets old pretty fast. I mean how many luxury vacations can
one man take? How many cars does one guy need?
The truth is that I have talked to a lot of you and your goals are
all very similar. They are to make a million dollars... 2 million... 3
million. I used to have the same goals.
What I ask now is… THEN WHAT?
I have to tell you, once you master some of the techniques from
this book, making 7 figures isn’t really that hard.
 What are you going to do when you hit 7 figures? Retire? I
don’t think so.
I recently spoke to a gentleman who raised over a billion dollars
for school systems and he really opened up my eyes.
You see getting to seven figures shouldn’t be our end goal. It
needs to be STEP 1.
We need to do much bigger things. We need to take a bite out of
world hunger, take care of the orphans, improve the educational
system, and give clean water to the world. We need to make big
positive contributions to society.
We are all thinking too small. 7 figures isn’t the end, it’s the
beginning! Think beyond you and your family… think beyond
retiring your kids so they never have to worry about money again.
Start thinking about retiring the next 10 generations to come. Have
that goal in mind, and watch how the magic happens.
I would say good luck to you, but there is no such thing... go out
there and work smart.

What’s Next?
Want to take it to the next level?
Do you think that just because I sold you a book I am done with
you?
No, I love you... I want a life-long relationship with you.
This book has just been a very long and fun handshake. We just
got to get to know each other a little bit. The fun starts now. I want
to help you scale your business to 7 figures and beyond. I want to
help you make all your dreams come true, I want us to do this
together.
How does that sound?
Step 1: Go to my website which is
http://www.akbarsheikh.com/
 There, you’ll find many ways to grow. You can grow your
business beyond your expectations. You’ll even have the chance to
possibly work with me one-on-one. My team and I have done some
phenomenal things for our clients. We’ve gotten them great results.
We can help even the most successful. I had a million-dollar
copywriter as a client, and I was redoing his copy! We’ve been
around the block a few times and love to help people.
Before calling on me though, make sure that your product or
service is positive and its aim is to make the world a better place. If
you’re selling an MLM or you’re in it to make a quick buck, I’m
not with you. Do you have a quality service or product and want to
improve the lives of other people? I’d consider working with you
and helping you.
We can remaster everything in your business. Your emails, your
sales methods, your website, your branding, your content, and your
strategy. After I’m done, you will be able to really scale to seven
figures. If you think I’m the right one to help you out, go to my
website and check it out.
It’s http://www.akbarsheikh.com/
You should be proud of yourself.

Secret, Bonus Material

I want to leave you with something even more important.
This is a HUGE secret to my success.
I call it the 10% rule. I give 10 percent of everything I make to
charity.
Now I’ve found that it’s one of the best things to do. Some do it
as an investment, but I don’t do it for an investment. I do it because
it’s the right thing to do.
Find something that you’re passionate about and give. For
example, I’m passionate about orphans and starving people. There
are millions of people who die from starvation. And that’s absurd.
It’s stupid. It’s a travesty. You see restaurants throwing away
plates and plates of leftovers. And that’s beyond absurd. It’s
downright repulsive.
Lately, I’ve been concentrating more on orphans. My best
friend became an orphan as I grew up with him. Other people have
become orphans. I know how hard it can be because I’ve witnessed
it in others first hand.
Give with an open heart. Give without thinking of anything in
return. Give whatever you can. If you don’t have money, give your
time. Go to a soup kitchen or what have you. If you don’t have
time, give a smile or call your mom and say something nice to her.
The point is that no matter what your situation is, you can give. It
will return to you and give you much, much more than you put in.
There are no excuses for not giving.
And it doesn’t really matter what cause you give to. Whatever
you’re passionate about. Starving people, animal care, anything.
My Dad always said, ‘give a man a fish, he’ll be hungry later.
Give a man a fishing rod, and he’ll be able to keep fishing and
keep feeding himself and his family’
Treat your clients like gold. Treat them like you just inherited a
piece of gold, because that’s exactly what they are. Superstars.
Rock star royalty. Whatever you call it. Treat them like the
treasures they are, and you will never have to worry about another
paycheck again for the rest of your life.
 I love you guys. I support you guys. Check out
http://www.akbarsheikh.com/
I’d love to work with you to try to make this world a better
place.
God bless you. Thank you for entrusting me with your time and
reading this book.
Cheers. 