Expert-Secrets full book

SECRET #17
THE PERFECT WEBINAR MODEL
For those who have been in this information business for a while, this next
section will be counterintuitive. You will fight me on it, because in the past
you’ve made money by creating an offer, selling it to your audience, then
creating another product the next month to sell to those same people. When I tell
you that you need to do the EXACT same webinar every week for the next 12
months (minimum), you’re going to think I’m crazy. Yet this model took my
company from $0 to $10 million within 12 months, and then to $30 million just
12 months later.
For the first 10 years of my business, I focused on building a cult-ure of
people who loved what I did. Then I stopped bringing in new people. I had my
following and I would sell them something new each month. A percentage of the
people would buy and the rest would say no. The only way I could make more
money the following month was to create a new product and sell it to this same
list of people. So we’d create a new product, launch it, get paid, then start all
over again for the next month. This is how most experts run their businesses
these days.
For me, this was a horrible cycle, which forced me to create new things
every month. I had no leverage, and my company always maxed out at about $1–
3 million a year.
Then one day I had a chance to talk to one of my friends MaryEllen Tribby.
MaryEllen has a unique ability to take companies that are doing well and quickly
scale them to much higher profitability. One of her successes was with a
company called Weiss Research. She took them from $11 million in sales to $67
million in just 12 months. She had similar results with several other companies. I
asked her to share her secret. How could she possibly grow a company that fast?
She said, “Internet marketers like you are so smart and so dumb at the same
time.”