My $100M Leads Affiliate Marketing Guide

Summary

The speaker details a strategy for promoting their new book, '100 Million Dollar Leads,' using a zero-cost, high-impact approach. They leverage a stadium analogy to illustrate the scale of promotion, emphasizing the power of affiliate marketing. By offering unique URLs to affiliates, incentivizing top performers with a live Q&A, and providing exclusive content to all participants, the speaker aims to demonstrate advertising concepts from the book in real life. The strategy focuses on aligning incentives, building goodwill, and maintaining consistent value delivery to both affiliates and their audiences.

Takeaways

• 📘 The speaker aims to promote their new book '100 Million Dollar Leads' by leveraging a large audience of 10,000 people, akin to filling a stadium with promoters.
• 🎉 The book launch strategy involves creating a buzz similar to a big fanfare, offering immense value to attract attention and participation, such as a course worth thousands of dollars for just 99 cents.
• 🔄 The speaker emphasizes the importance of demonstrating the concepts from their book through the promotional methods used, focusing on advertising and lead generation rather than just making offers.
• 🤝 The use of affiliate marketing is central to the book promotion, where affiliates are given unique URLs to track their contributions and are incentivized through rewards like live Q&A sessions with the author.
• 🏆 The top affiliates are rewarded with a live AMA call, while those bringing at least 10 people to the event receive bonus book chapters, creating a tiered incentive system.
• 🧑‍🤝‍🧑 The speaker discusses the importance of identifying ideal affiliates and creating a win-win-win scenario where both affiliates and their audiences benefit.
• 📈 The speaker outlines the process of 'whisper, tease, shout' for promoting the book, emphasizing the gradual build-up of anticipation and consistent reminders leading up to the event.
• 📊 The speaker stresses the importance of tracking and providing updates to affiliates, ensuring transparency and motivation throughout the promotional period.
• 💬 The speaker explains the need for continuous value provision to the audience, even during promotional phases, to maintain goodwill and engagement.
• 🔗 The speaker details the technical aspects of setting up an affiliate program, including the simplicity of the opt-in process and the importance of providing custom links for tracking.
• 🎯 The speaker concludes by highlighting the power of affiliate marketing in generating leads and promoting products without financial incentives, focusing on value and goodwill.

Q & A

What is the speaker's strategy for promoting his new book?

The speaker's strategy involves leveraging a large number of people to promote his book for free, akin to filling a stadium with promoters. He also encourages these promoters to spread the word in their own networks, amplifying the reach.

How did the speaker's approach to launching his first book differ from his second?

The speaker's first book launch focused on making a 'crazy offer' that was too good to refuse, including a book for 99 cents with a free course worth thousands of dollars. His second book launch, however, is about demonstrating advertising concepts to get leads, using a different approach involving a virtual book launch event.

What is the concept of 'whisper, tease, shout' in the context of the speaker's promotional strategy?

The 'whisper, tease, shout' concept refers to a three-phase promotional strategy. 'Whisper' involves building anticipation without revealing much. 'Tease' is about showing small glimpses of the product to build interest. 'Shout' is the final phase where the full promotion is launched, emphasizing the event's importance.

How does the speaker incentivize affiliates to promote his book?

The speaker incentivizes affiliates by offering unique URLs for tracking and rewards. The top 10 affiliates get a live Q&A call with their audience, and anyone who gets at least 10 people to the event receives two bonus chapters of the book not available elsewhere.

What is the importance of aligning incentives in the speaker's affiliate strategy?

Aligning incentives ensures that the speaker's goals, the affiliates' desires for recognition or rewards, and the audience's desire for value are all met. This alignment helps to create a win-win-win situation, maximizing the effectiveness of the promotional efforts.

How does the speaker define the difference between 'mercenaries' and 'missionaries' in the context of affiliates?

In the speaker's view, 'mercenaries' are affiliates motivated solely by financial gain and can be swayed by higher bidders, while 'missionaries' are affiliates who believe in the cause or product and are more committed to its success.

What is the speaker's approach to maintaining goodwill with his audience during the promotional campaign?

The speaker maintains goodwill by continuing to provide valuable content to his audience throughout the promotional campaign. He ensures that any promotional messages are also valuable and informative, not just sales pitches.

How does the speaker plan to keep his affiliates engaged and motivated throughout the promotional period?

The speaker plans to keep affiliates engaged by providing them with additional content and updates, as well as tracking their progress and reminding them of the benefits of promoting the book. He also emphasizes the value of goodwill and the importance of the cause.

Outlines

00:00

📚 Innovative Book Promotion Strategy

The speaker discusses a unique strategy for promoting their new book, '100 Million Dollar Leads,' by leveraging a large audience of 10,000 people to spread the word for free. The concept involves creating a buzz akin to a stadium full of people promoting the book, with each person potentially influencing their own 'stadium' of followers. The speaker emphasizes the importance of offering immense value, as demonstrated in their previous book, by including a course worth thousands of dollars for free with the book. The new book focuses on advertising for lead generation, and the speaker plans to use various methods, including affiliate marketing, to promote it. An affiliate opt-in is created where affiliates receive a unique URL to track their referrals, with the top 10 affiliates winning a live Q&A call with their audience. Additionally, anyone who brings at least 10 people to the event will receive two bonus chapters not included in the book. The speaker also discusses the importance of incentivizing affiliates without creating a barrier for smaller affiliates, ensuring that everyone has a chance to win something.

05:00

🤝 Developing an Effective Affiliate Strategy

The speaker delves into the intricacies of creating an effective affiliate strategy, emphasizing the importance of identifying the ideal affiliate and understanding the dual customer approach: the affiliate and the end customer. The speaker uses examples from different industries, such as a brick and mortar business using local corporate partnerships to fill their schedule, to illustrate how to align incentives and offers to maximize benefits for all parties involved. The speaker also discusses the importance of goodwill and trust in affiliate relationships, explaining how their audience's trust in their ability to overdeliver can translate into successful affiliate partnerships. The strategy includes a two-tier affiliate system with different incentives for super affiliates and regular affiliates, aiming to align the interests of the affiliates, the speaker, and their audiences towards a common goal.

10:03

🎬 The Power of Anticipation in Marketing

The speaker introduces the concept of 'whisper, tease, shout' as a marketing strategy to build anticipation and excitement for a product launch. The 'whisper' phase involves subtle hints and small stories to pique interest without revealing too much. The 'tease' phase offers glimpses of the product, such as a reading from the book or a video about its content, to create a prediction of the value the audience can expect. The 'shout' phase is the final push, with reminders and promotional efforts to ensure maximum attendance at the event. The speaker stresses the importance of maintaining value provision throughout the process and not overwhelming the audience with constant promotion. The strategy aims to create a crescendo of interest leading up to the event, with the effectiveness of the 'shout' phase being a reflection of the value provided beforehand.

15:05

📈 Managing Affiliate Expectations and Communications

The speaker outlines the importance of managing affiliate expectations and communications during a promotional campaign. They discuss the potential mistake of over-messaging the audience about an event, which can lead to a loss of goodwill. Instead, the speaker advocates for a maximum of three advertisements throughout the campaign, ensuring that the messaging is smart and considers the audience's perspective. The speaker also emphasizes the importance of providing value to affiliates, being consistent with promises, and setting clear expectations. They share their approach to communicating with affiliates, which includes sending two emails a week with content and updates, and providing additional value such as behind-the-scenes insights into their marketing strategies. The goal is to create a win-win-win situation for the speaker, the affiliates, and their audiences.

20:05

🚀 Leveraging Affiliates for Maximum Reach

The speaker explains the mechanics of their affiliate program for promoting the book '100 Million Dollar Leads.' They discuss the ease of becoming an affiliate, the importance of making the process quick and simple, and the value of providing affiliates with a custom link to track their referrals. The speaker also highlights the importance of providing affiliates with pre-written content and marketing materials to help them promote the book effectively. By ensuring that affiliates have everything they need to succeed, the speaker aims to maximize the reach and impact of their promotional efforts.

Keywords

💡Affiliate Marketing

Affiliate marketing is a performance-based marketing strategy where a business rewards affiliates for each customer brought by the affiliate's own marketing efforts. In the video's context, it is used as a primary method to promote the book '100 Million Dollar Leads' by incentivizing affiliates with unique URLs and potential rewards like a live Q&A session with the top affiliates. The strategy is to leverage the trust and audience of the affiliates to generate leads and interest in the book launch.

💡Lead Generation

Lead generation refers to the process of attracting and capturing interest in a product or service, typically for the purpose of expanding a customer base. The video discusses the book '100 Million Dollar Leads' as a guide to advertising for lead generation. The author uses his own book launch as a practical example of generating leads through various strategies, including affiliate marketing and offering incentives to affiliates.

💡Value Proposition

A value proposition is a statement that communicates the unique value a product or service offers to customers. In the video, the author emphasizes the importance of a significant price-to-value discrepancy to attract customers, as demonstrated by offering a book for 99 cents along with a high-value course for free, showcasing the value equation concept from his previous book.

💡Opt-in

An opt-in refers to the act of a user consciously choosing to receive something, such as a newsletter or promotional materials. The script mentions creating an affiliate opt-in where affiliates provide their contact information to receive a unique URL for tracking purposes, demonstrating the initiation of the affiliate marketing process.

💡Scarcity

Scarcity marketing is a strategy that emphasizes the limited availability of a product or service to create urgency and drive sales. The video discusses the use of scarcity at the top of the affiliate reward system to motivate the highest affiliates to promote more aggressively, while ensuring a low barrier to entry for all affiliates to participate.

💡Incentivize

To incentivize means to motivate or encourage someone to do something by offering a reward or advantage. The author talks about incentivizing affiliates to promote the book by offering bonuses like exclusive chapters or a live Q&A call with their audience, aligning the interests of the affiliates with the book promotion goals.

💡Customer Avatar

A customer avatar is a semi-fictional representation of an ideal customer or client, which includes demographic and psychographic information. The video mentions the concept of having two customer avatars when creating an affiliate strategy: one for the affiliates themselves and another for the end customers, highlighting the need to cater to the needs and expectations of both groups.

💡Whisper, Tease, Shout

The 'whisper, tease, shout' concept is a three-phase promotional strategy described in the video. 'Whisper' involves building anticipation subtly, 'tease' provides glimpses of what's to come, and 'shout' is the final push with clear and direct promotion. The author uses this strategy to effectively market the book launch, ensuring a balance between building excitement and avoiding overexposure.

💡Goodwill

In marketing, goodwill refers to the intangible assets of a company, such as its reputation and customer relationships. The video emphasizes the importance of maintaining and enhancing goodwill with both affiliates and their audiences. The author discusses how providing value and aligning incentives can lead to goodwill, which is crucial for successful affiliate partnerships.

💡Content Marketing

Content marketing is a strategy that involves creating and distributing valuable, relevant, and consistent content to attract and engage a clearly defined audience. The video mentions the author's approach to content marketing, providing a significant amount of content to his audience and only occasionally promoting his own products, which helps build trust and anticipation for the book launch.

💡Mission Alignment

Mission alignment refers to the process of ensuring that all stakeholders in a project or campaign are working towards the same goals. The video discusses the importance of aligning the incentives of the affiliates, their audiences, and the author himself to ensure a successful book promotion. The author seeks 'missionaries' who are passionate about the cause rather than 'mercenaries' motivated solely by financial gain.

Highlights

Achieved massive promotion for a book by leveraging 10,000 people, akin to filling a stadium with promoters.

Employed a unique strategy of offering a book for 99 cents with a free course worth thousands, illustrating the value equation.

Organized a virtual book launch event for '100 Million Dollar Leads' using various advertising methods from the book itself.

Utilized affiliate marketing to promote the book, offering a custom link for tracking and rewards for top affiliates.

Incentivized affiliates by offering a live Q&A call with the top 10 performers and bonus chapters for those getting at least 10 attendees.

Discussed the importance of creating an affiliate compensation system with both scarcity at the top and accessibility for all.

Outlined the process of selecting ideal affiliates and the dual customer approach of catering to both the affiliate and the end customer.

Shared strategies for brick and mortar businesses to use affiliate marketing, such as partnering with local corporations for employee benefits.

Explained the concept of providing value through affiliate marketing, ensuring that all parties involved, including the audience, benefit.

Highlighted the importance of aligning incentives among affiliates, the business, and the audience for maximum effectiveness.

Introduced the three-phase promotional strategy: whisper, tease, and shout, to build anticipation and excitement.

Discussed the value of providing consistent content during promotional phases to maintain audience engagement.

Provided insights on managing affiliate expectations and the importance of delivering on promises made to them.

Shared personal tactics for maintaining goodwill with the audience while promoting affiliate content.

Offered a behind-the-scenes look at the mechanics of setting up an affiliate program, including opt-in forms and tracking.

Transcripts

I got 10 000 people to promote my next

book 100 million dollar leads absolutely

free and to give you a visual of that

that's like an entire Stadium full of

people promoting your thing and now

imagine those people leaving that

stadium and then entering their own

individual stadiums and shouting being

like go check this thing out and the

best part is it's absolutely free I was

thinking to myself like what would be

the craziest way that I could launch

this book to make a big Fanfare about it

because my first book 100 million dollar

offers was all about making a crazy

offer to people as in making an offer so

good people feel stupid saying no and I

tried to make the book A meta example of

the concept within the book I talk about

having elements to enhance the offer

having a big price to Value discrepancy

and so I offer the book for 99 cents but

included a course which most people

would charge thousands of dollars for

absolutely free without even asking

people to opt in for it all of this was

just to demonstrate the value equation

which was the core concept of that book

now my 100 million dollar leads book is

a different book it's about advertising

in order to get leads and so I was like

okay well if I wanted to demonstrate all

the concepts in that book I'd have to do

something totally different than how I

did with offers and so with this I was

like well how do I show that can get

lots of leads with a book and so I was

like I'm gonna hold a big book event so

I'm going to hold a book launch event

it's me virtual and it's going to be

free and everyone's invited and I'm

going to see how many people I can get

to this thing and I'm not going to do it

the way I could do it which would just

be like I could post it on my social

media I probably get plenty of people to

go I wanted to use every single one of

the methods I talk about in the book to

promote the book itself and one of those

methods is called affiliate marketing

and so the way that I actually did this

in the real world was that we created an

affiliate opt-in which is just put your

name your email your phone number and

then what we would give them is a unique

URL so a custom link that if someone

clicked their link it would take them to

the leads opt-in page for the event but

it would be tracked back to them and

then the top 10 Affiliates I said I

would hop on a live q a call with their

audience if they won and they were in

the top 10. anyone who got at least 10

people to show up to the event I would

give two bonus chapters for my book that

I'm not going to release with the book

as an added benefit and if you think

about this it's because I want to

incentivize the highest Affiliates to

promote the most and become competitive

but I don't want somebody who has like a

hundred percent email list to think oh

I'm never going to win that why bother

well there's also a prize that everyone

can win there's scarcity at the top but

then just a tiny hurdle for everyone

which is actually one of the strategies

I talk about when creating an affiliate

compensation system because it actually

works the same way whether you're

promoting an event or supplements or

Widgets or Services it all works the

same way so inside this video I'm going

to talk about who to pick to affiliate

with how to onboard them properly and

set expectations how to get them to

start advertising and how to keep them

advertising along the way and a little

bonus of how to structure that off all

right so the first thing that you have

to figure out when you're creating an

affiliate strategy or influencer

strategies who's the ideal affiliate one

of the more advanced advertising

strategies is that you actually have two

customers now you have your affiliate

Avatar and then you have your customer

Avatar so now it means that you have to

deliver to two types of people rather

than one and that's where it gets more

complicated if you're starting out that

being said there's different ways of

doing this in different Industries for

example if I'm a brick and mortar

business my affiliate strategy is let's

say I'm a massage person I could then go

and say okay what are all the big

businesses in the area and say okay

these guys hire 10 new employees a week

it's a big Corporation I say hey Mr

Corporation I want to give each of your

new employees two free massages on the

house here's a coupon you can give it to

them in their new employee packet why

would that business say no to giving

their employees some sort of treat and

for me I'm happy to just get new

customers and if I make that partnership

now with 10 or 100 companies then I'm

going to be able to fill up my books and

how much did that cost me in advertising

literally only the effort to reach out

to them and make the ask right and so

you have with an affiliate strategy two

levels of offers what's the offer you're

going to make them and then what's the

offer they're going to make on your

behalf to their customers right and so

the two free massages is my cut is my

offer to their customer which in this

place is an employee which totally

underrated strategy because they'll

never see you as competition but then

also why am I going to make this offer

to the employer the offer to them is

your employees will like you more and

have a better onboarding experience and

be de-stressed by having this thing and

you'll be perceived as a more caring

employer that's the offer I don't need

to like incentivize them and pay them or

do anything like that because it's in

their best interest to the same degree

if I'm still that massage therapist I

might go to a chiropractor and say hey

some of your people get their backs

cracked and they probably need someone

to massage anybody who gets their back

crack with you I'll give them a massage

on the house and then all of a sudden

that chiropractor gets 50 new patients a

month will send you a certain percentage

of those patients now you could also

even pay them on top of that to further

incentivize them but typically if you do

a really good job and you establish a

relationship they'll start doing that

and if you're really smart about it

you'll start referring them business too

and then that is where you really start

the machine going that's a brick and

mortar example an influencer example is

probably what most people are used to

which is like hey use my discount code

for 10 off and then the influencer gets

some Kickback now sometimes that's just

a straight endorsement you pay them to

post which is much more like paid

advertising or you do some sort of split

based on what they bring you which is

much closer to affiliate advertising

which is what I'm talking about a third

version of this is the main way that I

used to Market this book which is

affiliate marketing which is much more

common in the internet marketing world

this covers a huge amount of people who

have lists and audiences that they have

trust with what you have to do is say

Hey you will gain trust with your

audience the trade is that sometimes

they do lose trust with their audience

which is why people pay to get

Affiliates ultimately your brand matters

a lot with why they would trust their

customers and their Goodwill with you

and so the reason in my opinion that the

book launch which is not here but

pretend I have my book right here has

gone well using the strategy is that

many people in my audience trust that

I'm going to over deliver which I

absolutely am to Their audience and so

Their audience will then associate the

value they get from me with them and so

it's almost like them getting free

Goodwill by promoting my stuff right and

that's what you want the crazy part

about the affiliate strategy that I'm

going to outline for you is that I

actually have zero Financial incentive

which is not common most the time if you

go to a social media you know you get

some influencer and you're like hey will

you promote my supplement brand they're

like well what's my split right because

they're like I'm going to be taking some

Goodwill out of my audience so I need to

be compensated for that but if you have

such Goodwill you might do it for free

if you actually thought that it was good

I mean think about when a friend of

yours is like hey what pair of shoes are

those you're like oh love these shoes or

I love this bag or whatever it is you're

being an affiliate just in a micro with

your micro influence to that business

and you do it because you feel like you

will actually gain in relational Capital

because that person will go buy the

shoes use the shoes love the shoes tell

you about it associate with you that's

why you do it the affiliate strategy

that I learned from my process was

simple I have two layers of Affiliates

and I think this is useful for anyone

when you're thinking about your products

or your business is that I've got my

super affiliate level and then I've got

regular Affiliates the key difference is

that I like to have two polar opposite

strategies the people who are super

Affiliates have big audiences and they

tend to be competitive more status

driven Etc and so I want to align what

they want which is status with what I

want which is people what I decided to

do was say hey and this is going to be

pretty key and I haven't I haven't

explained this publicly yet so you know

enjoy I said the top 10 will get an AMA

live with me to Their audience now

here's why this is unique and different

one I have a very small supply of time

like I don't speak in public very much I

think in the last year of companies that

I don't own I've done one speech I try

and limit my supply of time that I'm

available to other people's audiences

imagine you're now in the audience of

this super affiliate and he says Hey

register for this book of it now if I'm

the customer or on that person's

audience I think what's in it for me why

don't I just go to Alex's thing rather

than clicking your link or why do I

click your link for someone else's well

here's why this benefits them so if I'm

the affiliate I say hey click my link so

that our community can have the prize

rather than me saying hey the top 10

Affiliates get supercars right because

why does that benefit Their audience

because if I did if I did it exactly

that hey let me help me win my contest

that is withdrawing from Their audience

but if I do it this way then I can say

hey I actually want to support you in

your audience and that way when you make

this email to your list it doesn't cost

you anything and so that's why I

engineered it this way so that this is

just Goodwill they gain and the reason

why is aligned so that their incentive

my incentive and the audiences that are

all aligned towards the same outcome

which is to get the click and sign up

for the event so whenever you're making

something for any affiliate you want to

align all of the incentives to the

greatest degree possible now when you

say I'm just going to pay them that

aligns your incentive and their

incentive but not the audience's

incentive and so the more aligned

incentives you get the bigger the

outcome now the second level is regular

affiliate so if you're like okay well

right now I think the top people all

have like a thousand people that they've

sent over to uh the book launch for us

and so if you have a thousand total

followers the likelihood that you're

going to send all thousand is probably

pretty low and so you might be like well

why even bother so you have to answer

that question which is why I have the

second tier so why bother even

affiliating to begin with why bother

even promoting this I said if you get

more than 10 to show up to the event

just 10 people and if you have an email

list or you have any following

whatsoever even if you don't have any of

those things you just know 10 people who

you think it would be valuable you don't

have to have any marketing skills to get

10 people to a thing and the reason you

would do it remember aligned incentives

is that they trust that if I say hey

this is going to be worth it I'm going

to deliver on that and the reason they

might be able or willing to make that

bet is because if I've said it in the

past that it would be worth it I have

delivered on that and so give you a bit

of context I've only emailed my list I

think like three or four times in the

past year and I've made a lot of content

we put out 250 a week a thousand pieces

of content a month so 12 000 a year

right roughly in terms of pieces of

content and only four pieces of content

that I say I think you guys should go

check this out it's worth the time right

not to say I don't think the other time

is worth it but if I'm going to make the

ask I want to make sure that whatever

they get is far in excess because let's

say every piece of content 80 of people

think it's good and 20 of people think

it's mid whatever okay but if I know

that 99 of people are going to believe

that it's going to be amazing then

that's one where I have a low risk of

saying hey you're going to get more than

your time by doing this or by watching

this and so from the big picture

perspective when you're promoting this

you don't want to like smash everyone

all at once the whole time because then

people get sick of you right the best

analogy I've heard from this is

something called whisper T shout and I

heard this somewhere at some event and I

don't know who originally came up with

it but I just love this you've got

whisper T shout and this is really like

the three phases of promoting anything

so whisper is where you drip itty bit

like not even hints you're just building

anticipation and so this is like the

Godzilla scene in the movie theaters

that's just like the foot and it's just

says may 2025 right and so they don't

tell you the plot there's no character

development it's just enough to get you

excited that's all it is within the

context of this book

over the last two years I've just been

sprinkling little stories maybe like up

another day of riding another like just

oh got another thing I got something

good for you like and I'm just showing

just not a lot not saying what's inside

of it not talking at all about the

contents just saying I'm writing a book

and there's some and it's going to be

good you guys are going to love it right

and showing the work because let me give

you a quick example on this is that if I

said I spent two years making this 10

minute video How likely would it be that

you think that video was good compared

to I said hey I spent two hours on this

10 minute video you'd probably be way

more likely to watch the 10 minute video

that I spent two years working on and so

the same thing works with whatever

projects you want to sell the further

out you can show them that you're

working on this thing the more they'll

believe that you have invested in it and

I learned this from an early mentor of

mine he said the key to making it a big

deal is to make it a big deal and so

like it doesn't matter what you're doing

if you tell people that something's a

big deal then they will believe that

it's a big deal and so I can't say it

more simply than that and so if I show

you that I've been working on this for

two years then when I say it's finally

ready people be like wow he's worked a

long time on this I want to check it out

so you build curiosity here we

transition to the t-space let me let me

walk you through so phase one is six

weeks plus out that means like three

months out 12 months two years out

you're just Whispering that's all we're

doing here then we get into teasing so

this is where you you peel back a corner

of the page and you and you show one

page or you do a reading of a paragraph

or you make videos about some of the

content right that's inside the book now

you don't show the whole thing you just

zoom in on a little bit just just a clip

just a little something something so

they're like now I have a prediction of

what type of value I'm going to get from

this thing right now you're looking at

the trailer right that's 30 seconds long

that has a couple dinosaurs running in

and out you're like oh there's there's

action in this like you get a general

direction of what this movie is going to

be about this is six weeks to seven days

then you transition to shout shout is

the last seven days leading up into the

thing at this point you're not

whispering you're not teasing you're not

hinting you're like this is the thing

it's gonna be awesome be there and most

of this is reminders a big part that

most people mess up and this is what I

see a lot of marketers do overall is

they spend six weeks shouting right

people literally get bored of your thing

before before it even happens because

you've talked about it so much right so

that's number one and you want it to be

a you want it to feel like this it's

like intermittent intermittent more

frequent and then you Crescendo up into

whatever the event is right and you get

big lots of money there you go all right

when we're in the shout phase how

effective you are at the shout is

actually predicted by everything you did

before that and so what happens is most

people don't provide enough value before

they say hey I've got my thing right and

so what they have to do is they start

having to artificially create value and

increase their content frequency in

order to approximate having provided

value beforehand and so they try and

provide value and ask and provide value

and ask at the same time and it just

looks disjointed because they don't have

any good will to withdraw from and so

then they ask and Shout even harder and

louder until eventually no one listens

to them you don't want that we want to

be really careful about when we're

shouting it is super effective but then

you burn it out quickly and so you want

to use it right here so it leads to the

event during the whisper and tease phase

this is something that my brain director

and I Caleb had a long discussion about

which is during these time periods are

we going to only talk about the book

it's like well no what about during the

cheese phase are we only going to talk

about the book no we're going to still

provide value the exact same way we have

been in the exact same volume we have

been and then added it on top so think

about that you're like wait that sounds

like more work sure is

my team's behind the cameras this way

the idea though is that why would I want

to decrease the value that I'm providing

my audience during the time when I want

to ask them to do something even more

it's like no not only do I want to make

sure that I'm providing my regular value

which is about business content in

general growing businesses scaling sales

marketing Etc but then I also want to

talk about the book and if you want to

be clever with it whenever you're making

your advertisements because this is an

advertisement it just means making other

people know about your stuff that's what

I'm doing right you want to still make

sure that the advertisement itself is

still valuable like who here likes going

to the movie theater and then watching

the trailers I love watching the

trailers before a movie like I'm bummed

if I don't get the first 15 minutes

before the movie why because they are

valuable they're entertaining I like

watching them and so there's a reason

they design them that way people share

trailers why because it's valuable and

if you share the trailer what did it do

you got more people to find out about it

which is why well-designed

advertisements provide value to the

person and let them know about the thing

that's the magic throughout this whole

process if you think about value as this

line This is constant all the way

through it it's unchanging all right so

we're providing value the whole time and

then we sprinkle in whisper whisper then

we start showing more details about what

they're going to find out the value that

they're going to get and then we remind

we remind we remind until the event

meanwhile still posting value still

adding to the audience so that each of

these hit because think about this every

day you have new people who come into

your world and they don't have two years

of Goodwill so I have probably more

people coming to my world right now

because so many more people are

promoting my book that I actually have

to deliver more value than I ever have

because I have so many new people who

are now going to find out about my stuff

and what a shame it would be if they

enter my world and then the only thing

they have is a smash for me saying go

grab something go check out my virtual

event right so I have to be delivering

in higher amounts because I have more

people than ever who are seeing your

stuff right that's the idea and that is

the whole concept between the

three-phase attack of whisper tease

shout and for everyone who wants to use

paid influencers paid Affiliates

endorsements I have tons of money

examples costs and returns how to

calculate it how to set what percentages

for what tiers of Affiliates how to set

up multiple tiers how much value I put

in each one have all of those and all

the best practices that I've used inside

of here I didn't want to include in this

video not because I don't want to share

it because I think a lot of people get

lost in the numbers and you probably

want to read and reread it again in

front of you which is why it's in the

book so if this is interesting you're

like man I would love to find a way that

other businesses could advertise my

stuff on my behalf and do it for free or

do it only after I've made money so

there's no risk to me then Affiliates

are your play so let's talk about the

actual mechanics of this all right so

for me because I didn't have to do

payouts it became significantly easier

for me to get Affiliates all right right

because typically when you have an

affiliate there's two ways to do it you

can have paid and unpaid So Paid

Affiliates either pay them with money or

you scratch their back they scratch your

back right this is the collab this is

the I'll promote your thing if you

promote my thing now for me I don't feel

confident that I could promote a lot of

my affiliate stuff just being really

candid because I don't know if they're

necessarily at that level yet or I

wouldn't risk the trust that I have

built with my audience just being very

candid but they're not asking me to do

that so that's okay now on the unpaid

side they have to get other things and

that's where I'm adding those extra

bonuses in in order to get them to want

to do it when you have a paid affiliate

you have to get them to fill out all

these forms taxes

so that you can pay them and they can be

seen as uh I don't even remember what it

is maybe it's a K1 or a 1099 I think

it's a 1099 they get a 1099 from your

company because they all have sent you

money and then you have to send them

money back and there's all these forms

you have to have them fill out now the

good thing with this is that if someone

goes to the trouble of doing this

they'll likely that they want to promote

a significantly higher so there are

benefits this if I'm in a B2B business

all day long I want to have a little bit

more friction I want to qualify the

affiliate I want to make sure that

they're sending the right types of

people to whatever it is that I have

especially if I'm selling services now I

have a book which is delivered without

my time and so I'm willing to forego

some of the friction that I would

normally put it with a B2B business in

order to get more scale and volume in a

b2c scenario so for here the way the

opt-in form worked for our affiliate

campaign if you've if you want to check

it out you can go to acquisition.com

forward slash affiliate and what you'll

see is you'll see a first name last name

email phone and that's it and you'll see

a button when they click that the thank

you page and we did it in two ways the

thank you page has their now custom link

that they can use to promote your thing

and they get an email because sometimes

people lose it or they don't screenshot

or whatever that also has a copy of that

this sounds like tiny stuff but

sometimes like the extra email or

putting on the thank you page makes a 25

difference in the amount of people who

promote your stuff and as a side benefit

here we actually changed the banner on

top of the submit form and increase the

amount of Affiliates who decided to sign

up on the opt-in Page by 60 all right

and so little things can still make huge

differences in the Campaign which is why

I'm sharing these tiny details with you

now when you want the Affiliates to sign

up if you want volume you make it easier

if you want quality you make it harder

and the push-pull in business is

figuring out where the sweet spot is for

your for your products at your price

point I'm going really Mass market for a

book which is considered probably a

pretty cheap thing all right and so I

can go all the way on this side and then

I'm trying to make this as easy as

simply possible so like how long does it

take to sign up to be an affiliate of

the book 30 seconds and literally

someone can go 30 seconds and then make

a story on social media and immediately

share it and get leads right so I made

it really low time delay remember the

value equation we can still apply it to

every step in this whole process so the

value is they become an affiliate the

time delay is 30 seconds the effort and

sacrifices they type their stuff in and

the perceived likely that it works is

they click submit and if it works

they're done right so we still apply the

same four variables to every step in

this process to get the most amount of

people to promote your stuff now from

your promotional aspects there are two

big promotions that you'll be running

concurrently again remember I said

there's two types of customers well that

means that I'm running marketing

campaigns to the customers who I want to

show up to the event and I'm also now

running campaigns to the Affiliates to

remind them to promote the vet right

because once you get the affiliate

that's the easy part the hard part is

getting them to advertise your thing and

so this is where reminders reach outs

like tokens here's Starbucks just

getting them engaged messaging them to

remind them to keep doing it because the

thing is is if they promote it once

it'll help a little bit but if they

promote it consistently throughout the

whole time they're all in and the depth

that you will get with their audience

because their audience will see that

they are bought in you will carry on

some of that trust when you make your

offer for whatever it is so one of the

important things is that I have a big

list of people who are going to this

event and so I said hey it would mean

the world to me if you shared this event

with your audience so I sent two emails

to that big list and from those two

emails we got 9 000 people to say they

wanted to register now I share on my

story I shared in other places but the

majority of that came from my email list

who decided to become Affiliates and

promote it to their audiences here's a

mistake that a lot of people make is

that they will then keep messaging the

the audience that's supposed to show up

to the event to promote the event and

then they lose Goodwill in that audience

and so I opt to do two Max three

advertisements over the entire length of

whatever your campaign is to let them

know that the opportunity exists and

even within those messages I assume that

my customers are going to be the vast

majority of people are going to read

this so be smart about what you're

saying don't be like oh man we're gonna

sell a shitload of books here right like

you can't say that right like because

your customers are like that's how he

sees me right you don't want that and so

the idea is like this is going to be an

amazing event like you want to continue

to edify the event and follow the same

messaging buckets that you would about

the main thing but then tie in the why

it ties to the mission for them to also

support you and the whole cause overall

and so for us we sent two emails that

created nine thousand and then once they

get onto that list then they've given

you permission to give them way more

information but even then I tend to just

because probably my communication style

in general I tend to communicate

thoroughly but not as frequently like

some people want to email every day

that's not my vibe and so every week and

we set set the expectation up front you

will get two emails a week from me from

now until the day of the Fig and that

way they can think okay there's five

weeks I'm gonna get ten emails from it

done and then what do I do when I make

my promises I keep my promises and so I

say the first email is going to be more

content that you can then use because

I'm going to give them stuff in real

time now what did we do with the content

I told you I gave them the black book

was there any more stuff of course there

was but I didn't give it up front

because I knew that everybody's going to

take that stuff because now that's their

Insider Intel that shows that they have

more inside knowledge than anyone else

does which is why people click their

link and also gives them stronger brand

Association but then three weeks in I'm

going to give them another big packet of

stuff that they can then use so that I

can guarantee that their ads don't get

stale as they promote my thing just like

I would for myself so I would not give

them that same Advantage because I want

them to promote it and I want it to work

two emails a week one with the content

and the other with the update of where

they stand because a lot of people are

like well where am I how many do I have

and this is the part that a lot of

people don't get it's like you have to

give them tracking back now the more

advanced you are as an affiliate

marketer and people who manage networks

Affiliates sometimes you need to have

back-end tie-in so they can get pixel 5

fires and all sorts of stuff now for me

because of the nature of this event I

didn't mess with any of that because I

wanted to make it very easy very light

lift for all the Affiliates and I wanted

to be more on Goodwill and if they're

aligned with the cause more than because

they're trying to get a paycheck the

right Affiliates are also stoked about

the thing right and this is a piece that

I think a lot of people miss when they

do this is they're like if you just try

to get people for the money then it

means you've hired mercenaries if you

get people for the cause you've hired

missionaries right and you want

missionaries not mercenaries because

mercenaries will just go to the next

person who has the highest bidder and

then you basically have a reverse race

to the bottom you have a race to the top

in terms of how much you're willing to

pay them to promote your thing which is

not a type of business that I want to be

in and so I'd rather say hey you're not

going to get anything but you're going

to get all this Goodwill and if you're

associated with that or you want to

associate with that then here's a way to

do it that's fast and easy and so we

provide them even more value than the

people who are on the list in their

sphere like it's not as more value it's

different value that they would find

interesting like me explaining how I'm

doing this affiliate thing is valuable

for them so that they can use it on

their own stuff because these are all

marketers and promoters in their own

right have their own businesses and so

for them half the value is seeing what

I'm doing behind the scenes so that they

can employ it themselves I'll bet you a

third of the list of the nine thousand

are just want to see what I'm doing and

aren't even planning to promote it at

all and that's okay I'm fine with that

right but by the way if you are going to

promote go promote the tldr here is

provide value to them just like you

would a customer give them stats of

where they're at be consistent with

whatever promises you make be upfront

about the expectations that you have of

them and what expectations they can have

of you and then stick to those and then

the last week the last few days a couple

extra reminders and then you're on and

then after that you announce the winners

and you give them the prizes that you

promised and when you choreograph all

that together you might be like man

that's a lot of work well yeah but so is

so valuable is having 9 000 other people

promoting your stuff for you because if

you think about at the end of the day

there's two people who can promote what

you have you and other people and there

are more of them than there are of you

there's a lot of people in the world and

there's a lot of people who don't know

who you are and so if you can find a way

to make it a win-win win you unlock as

much traffic as you want for whatever it

is you're trying to sell and so the

win-win-win because I'm going to say

this against I think it's important is

that you have to win the affiliate has

to win and most importantly Their

audience has to win and if you can if

you can show them that Their audience

wins by them associating with you you

will unlock the doors to as much

promotion as you want and the coolest

part I'm saying this again is that this

is absolutely free anyone can do this

and all you do is you lead with value

and you have to remember that you now

have two customers you have your

Affiliates that you have to make offers

to and deliver on and Market to and

provide value to and you have the

customers yours and their customers that

you know have to deliver on and I will

tell you this the standards that the

Affiliates will have for how you treat

their customers will be even higher than

how you treat your customers and the

main thing is is because everybody

thinks they treat their customers better

than they really do and so they expect

anyone else to treat them with the

utmost respect in care having Affiliates

forces you to raise your own standards

for how you how good you are at

messaging and advertising in general

which is one of the things I kind of

like about it because it gives me a

little bit more pressure to keep over

delivering and I will tell you that

there are a couple things that I made a

couple tweaks that I made to how we're

promoting the book that I only made

after some of my closest friends were

like dude I'm gonna be pushing this to

my whole audience and I was like I need

to say this different I need to word

this differently and these tiny tweaks

that I think will give huge up huge

outcomes for us and them but I wouldn't

have done if I didn't have that next

level of pressure and so that is the

complete behind the scenes affiliate

guide of how I promoted this book 100

million dollar leads and maybe by the

time you see this we'll be at 10 000.

and real quick if you have an audience

that's big or small and you've enjoyed

the content or you enjoyed the last book

and you think that your audience or your

friends would enjoy the next book then

you can go register and actually promote

it at acquisition.com forward slash

affiliate and there's no Financial

incentive and you can tell your audience

that you have no Financial incentive for

doing it and the idea is that if they

click your link you might enter to win

but I forgot to say the last little

secret which is that if you just get

over 10 people to the event I'll give

you two bonus chapters that I'm not

going to release in the book just for

every single person who brings 10 people

to the event because it means so much to

me that I didn't put the value in the

book just to give it to you guys because

I knew that I wanted this to be special

and I wanted to demonstrate what I say

in the book in real life and now that

you understand the affiliate strategy

that I'm using to promote 100 million

here is the next video for making you

more dollars