“Case Studies: Building a Business From Your Book”

FÜNNÊLIFICĄTIÕN

Source: Bedros Keuilien

PP Audios Live Events Franchises Infomercials Masterminds

Clinics Spin-Offs Continuity Supplements Skin Care

Speaking Webinars On Site Training Retail Stores Joint Ventures

Self Liquidating Offers

Free or Paid Content

Water Line AR Soap Opera Series

AR Upsell

AR

AR

AR

AR

PRODUCT

UPSELL

Your Ideal Funnel

Free Training Senior Tech-Ed “Box of Shat” Franchise Sales Lead Sales

Free Report Paid Webinars Software Consulting Equity

Free Book Consulting Class Done For You Mastermind Joint Ventures

Self Liquidating Offers SLO SLO

Water Line

$

$$

$$$

$$$$

$$$$$

$$$$$$$

Channel

Channel

Channel

Channel

Channel

AR Soap Opera Series

AR Upsell

AR

AR

AR

AR

Affiliate Bucket

House Products

Ferris Wheel

Channels: “Reach” activities. How you get in front of prospects. Affiliates, PPC, Facebook, YouTube,

Article Marketing, Trade Shows, TV, Radio, Kindle, blogs, etc. Different channels respond to different

offers and content. Drive them to an opt-in.

SLOs: “Acquire” activities. How you acquire prospects. Free reports, small-ticket sales, opt-ins.

Get them on an email list.

Water Line: Offers above line change often. Below line are products and upsells. Change less often.

Soap Opera Series: Email series that is offer-specific. 14 to 30-day campaigns, once they’ve

opted in, for one product only. Auto Responder Madness. PRODUCT

UPSELL Ferris Wheel: If no purchase made on SOS, rotate prospect back thru house

product SOSs, 3 to 4 emails each, to get them to opt in to a new SOS series.

Affiliate Bucket: If no house products purchased, rotate

prospect thru affiliate offers, sponsored ads, broadcasts,

new product launches.

List Segmentation: Once they opt in to a list, automatically segment the list by auto-removing them from other lists.

Channel

SLO Free or Paid Content

Channel

Channel

Source: Eric Jones

CORE PRODUCT

Product Line Extensions: Vertical and Horizontal line extensions. Vertical products offer greater depth or complexity. Horizontal products offer breadth, including alternatives, complementary product, and affiliate products.

PRODUCT Level 2

PRODUCT Level 3

PRODUCT Level 4

PRODUCT Level 5

Vertical Example: (Golf) Putting

Putting 101: Grip, Stance, Posture, Alignment, Basic Stroke. For New Golfers

Putting 102: Line & Speed Control. Basic Green Reading. Aiming. Level 2 Skills.

Putting 103: Advanced Putting Stroke. Lag Putting. Advanced Green Reading.

Putting 104: Touch & Feel. Rhythm. Mental Skills Intro. Advanced Lag Putting

Putting 105: Advanced Speed Control. Tournament Putting. Strategies. Mental Skills

CORE PRODUCT

Horizontal Line Extensions

Complementary PRODUCTS

Affiliate PRODUCTS

PRODUCT Variation

PRODUCT Variation

Example: (Golf) Putting

CORE PRODUCT Faults & Fixes Affiliate

PRODUCTS Belly & Long

Putters Alternative Styles (Cross-Grip, Claw, Side-Saddle)

Source: Eric Jones

Self Liquidating Offers

FREE +

$7 Rpt “Kit” Free or Paid

Content

Water Line

Core Product Speed & Automation

Membership Site

Live Event Group MM/Consult

One on One Consulting

TV

YouTube

Affiliates PPC

Radio

Facebook

Email

AR Soap Opera Series

AR Upsell

AR

AR

AR

AR

Affiliate Bucket

House Products

Ferris Wheel

Channels: “Reach” activities. How you get in front of prospects. Affiliates, PPC, Facebook, YouTube,

Article Marketing, Trade Shows, TV, Radio, Kindle, blogs, etc. Different channels respond to different

offers and content. Drive them to an opt-in.

SLOs: “Acquire” activities. How you acquire prospects. Free reports, small-ticket sales, opt-ins.

Get them on an email list.

Water Line: Offers above line change often. Below line are products and upsells. Change less often.

Soap Opera Series: Email series that is offer-specific. 14 to 30-day campaigns, once they’ve

opted in, for one product only. Auto Responder Madness. PRODUCT

UPSELL Ferris Wheel: If no purchase made on SOS, rotate prospect back thru house

product SOSs, 3 to 4 emails each, to get them to opt in to a new SOS series.

Affiliate Bucket: If no house products purchased, rotate

prospect thru affiliate offers, sponsored ads, broadcasts,

new product launches.

List Segmentation: Once they opt in to a list, automatically segment the list by auto-removing them from other lists.

Trade Show

Monetization Strategies • Online Course • Books/Reports • Audios/Videos • Speaking • Supplements • Software • Webinars • Live Events • Newsletter/Subs • Masterminds

• Membership Site • Franchises • Consulting/Coaching • Sales Reps • Physical Products • Tele-Seminars • Services • 1:1/Group Coaching • Licensing • Deals/Stock

Self Liquidating Offers

Free or Paid Content

Water Line AR Soap Opera Series

AR Upsell

AR

AR

AR

AR

PRODUCT

UPSELL

Your Ideal Funnel

Autoresponder 1

Content 1 Welcome. Make them feel

good about signing up. Reiterate what got them

there (Topic) or need. Set Expectations

Set up email folder Benefits of emails

Tasks they do What they will learn.

Ask question or start story with a “Gain” slant

Autoresponder 2

Content 2 Heads-up tease what’s coming

Philosophy Continue “Gain” story from

email #1 Start second story based on

“Success” Find “Hook” – Strengths or

weaknesses Task: Set up Email Folder

Autoresponder 3

Content 3 More Content.

Wrap up Gain Story from email #1

Heighten tension in Success Story from email #2

Intro “Fear-based” Story #3 Task: Easy Activity that

proves a concept (freeline material that give them an

experience and success)

Autoresponder 4

Content 4 More Content

Wrap up Story #2 Heighten tension #3

Intro Story #4 - Success story of someone who

overcame Fear from email #3

Task follow-up … Roadblocks

Autoresponder 5

Content 5 More Content

Wrap up Story #3 Heighten tension #4 Intro Story #5 - Logic

Weekly Review and Recap Review results they should be experiencing from Tasks

Survey

Story 1 Intro

Story 1 Problem

Story 1 Resolution

Story 2 Intro

Story 2 Problem

Story 2 Resolution

Story 3 Intro

Story 3 Problem

Story 3 Resolution

4-Day Cash Machine 1

Introduce Sale Create Hook. Differentiator

Add Value – Bonus Product or Result Story

Product Review Sub-list Opt-in

4-Day Cash Machine 2

Demonstrate Value Talk about Bonus Benefits

Describe or Review Product

4-Day Cash Machine 3

Add Value Reveal Bonus Inject Scarcity

4-Day Cash Machine 4

Make Offer Discuss Benefits

Close Cart Call To Action

Story 1 Intro

Story 1 Resolution

Story 2 Intro

Story 2 Resolution

Story 3 Intro

Story 3 Resolution

Source: Eric Jones

Free Course 2.3% Opt-in Repurpose & Rotate 4.6% Opt-in

None N/A $19 Software 1,710 Customers $32,490

3 x $67 15.4% CR $17,186

Annual Plan + VSL

23.1% CR $47,638 New $20,623 AP

Consulting Back-End

Consulting In Funnel $15,000

11 Part Series For Consulting

7 Day SOS 4 Day Sale 4 Day Survey Siphon

$10,000 $20,000 Consulting + $35,800 Product

Total Revenue

Total Increase

$27,100 $171,551

633%

Annually $325,200 $2,058,612

Sound Hard? Complicated?

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Questions At The Back