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Who Broke My Online Business?
So your Email Machine is broken. Or your funnel.
It ain’t working. You’re not making those dollar bills.
Your Facebook ads aren’t getting sh*t for traffic.
F*ing Facebook!
Or no one is clicking on your ads. Jerks!
Or no one is buying your tripwire. Growl!
Hi. I’m Rob. I’ve made some money online. I’ve made
some mistakes with the machines, funnels, emails…
well, you name it. I’ve screwed it up.
And I’ve also made money.
I’ve got some ideas for you.
I might even have a solution.
You can text me anytime at (304) 281-8332 (and you
can use WhatsApp if you want). Don’t call me. I hate
the phone. If I could dig up Alexander Graham Bell’s
dead body and punch it in the face, I’d do it.
Ok. Let’s light this candle.
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You Broke Your Damn Machine.
In fact, it was broken before you built it.
The “Machine” - the process - doesn’t “break.”
It’s just a tool. Garbage in, garbage out.
So it’s you. You're the problem. That hurts, doesn’t it!
Ok, that’s a little bit of tough love. But we can fix this.
What Most People Do:
Most people start freaking out when Facebook ads
don't work. They start changing stuff up.
1. They ask an “expert” to help them “make their ads
better.”
2. They ask an “expert” to help them make their
emails better.
3. They ask an expert to comment on their photos,
headlines, etc.
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All of these things can help. They can. Really.
But none of these things are going to magically
change your results.
I want to share with you what worked for me.
And I think it will work for you. Maybe it won’t. But
gosh I hope it does.
How I Spent $20,000 for One
Sale.
In 2014 I hired a super famous Facebook consultant.
I paid $15,000 to get started.
Then we spent $5,000 running ads on Facebook.
I got one sale. One damn sale.
I used the Machine. I used some super-cool funnels. I
changed my images. I spend over a hundred hours
just one this one project. A/B testing, retargeting, you
name it. We did it.
So I fired the consultant.
And hired myself as the new consultant.
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Two weeks later I got a few more clicks. A few more
sales. Better. But my family enjoys luxuries such as food
and shelter. So I needed to do better than that.
Finally I threw up my hands and said, f*ck it.
Something’s wrong on a deeper level.
I was ready to face the truth.
Something, I said to myself, is wrong with me.
The Hard Thing About Hard
Things.
The hard truth was that … well, this business shit is
hard. Ha!
Growl. I like it when things are easy.
So I threw a giant pity party for myself. Best 15
minute pity party of all time.
Lots of kicking trash cans around the garage and
cursing.
Then I cleaned up the party. And got back to work.
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I remembered:
Every massively successful person I know
shares this one belief: No matter what
bad shit happens, I’m gonna make it
work.
Here’s what I wanted most: I wanted the campaign to
work.
So I started to ask some tough questions. And out of
these questions came The Answer. And a lot of
money.1
1 About $50,000, to be exact. And then another $50,000. I created a series of launches
that made between $50,000 and $400,000. Here is a screen shot of my Stripe account.
(Anyone teaching you about business should show you their results). I am not the best
marketer in the world. I make a lot of mistakes. But I take care of my family well
enough.
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The Questions.
I asked and answered the following questions. If you
are not getting the results you want, I suggest you do
the same.
1. Does my offer pass the Grocery Store Test?
Here’s the test:
Go to the grocery store, and tell a stranger about
your offer. If that person says, “Where can I get
that?” … then you passed the test.
If they say, “that’s kind of cool,” then you failed
the test.
Maybe you need to go to a pet store to find a
stranger in the right industry. Or a hair salon. Or
the sex shop. Hot and fancy!!
Just go to a store where you can find a potential
customer walking around. And then mention the
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offer. 2
2. Have I sold my product to my friends?
Probably not. No one does this.
Send a Facebook message to all of your friends
and tell them about your offer. Or post it on
Facebook. Or send a group email. If your friends
respond to your offer (with a sale) … you passed
the test.
“Oh, but I don’t want to sell to my friends,” you
say.
“Oh, no problem,” I’ll respond. “I’ll go ahead and
sell to them instead.”
2 Here’s how I did the test recently. I wanted to teach a class to people who trade forex.
I went to the store and mentioned to a stranger, “I am getting ready to teach a class
about support and resistance trading.” Every stranger basically told me to go fuck
myself and that my idea was idiotic. Then I came home, and said, what do I actually
do in the morning? I wrote down what I REALLY do, and then returned to the store.
“I am getting ready to teach a class about how to make $500 a day by trading the
Mexican Peso.” Every person said, “Whoa, wait, what? How can I get in on that?” I
passed the test.
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3. How does my product reduce anxiety?
You want to know why some products (like the
Machine) are million-dollar launches?
Because they reduce anxiety.
No one talks about this.
Why did Ryan Deiss sell $2-10 million worth of
the Machine in the last 12 months?
Because the Machine reduces the anxiety associated
with building email campaigns.
It’s true of Uber. Amazon Web Services. And
every successful product. They reduce anxiety
commonly associated with a transaction, activity,
or chore. It’s true of Jeff Walker and his bajillion
dollar Product Launch Formula.
Ask yourself, “What significant anxiety does my
product relieve?”
And be honest. Does your product deliver
happiness and peace of mind to your customers?
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How? Why? What’s the primary way your
product reduces anxiety?
4. Am I trying to sell something that people won’t
spend money for?
You probably already know the answer to this -
now that you’ve answered the first three
questions.
5. Do I try to sell too soon? Or not soon enough?
Some products can’t be sold with a tripwire.
Sometimes it’s best to get an email address and
use that email to build a relationship over time.
You can still break even on these kinds of
Facebook campaigns.3
Sometimes it’s important to make a sale right
away - and not waste any time (this is rare, in my
opinion).
3There’s a website - AfterOffers.com - that helps you offset the cost of running
campaigns to get email subscribers.
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6. Is my offer too complicated?
Can you state your product’s #1 benefit in one
powerful sentence?
Does your offer have a bajillion features?
No one cares about that.
Don’t make life difficult for your customers. Don’t
present a garbage bag full of crap to them and say,
“Look at everything you’re getting!”
Just tell them how you’re going to reduce their
anxiety, and how long it will take (make it fast),
and that you’ll give them their money back if
they’re unhappy.
The Secret.
Ask yourself,
“Am I just hitting them over the head and yelling at
them to buy my product?”
Or does it sell itself? Is the basic premise of your
product so powerful that it’s a no brainer?
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If it’s something they have to think about, then go
back and redesign your product.
If you get the premise right - you can run a so-so ad
with a dumb image, and an ugly landing page, and
you can still enjoy a lot of of success.
What I’m saying is that the HEADLINE should
powerfully and clearly communicate the MASSIVE
BENEFIT your product offers.
And that’s not all.
I’ve got a few more ideas for you.
How to Create Billion Dollar
Products.
Here’s a quick list. I don't have time to write about
each one right now. You can listen to my podcast if
you love this stuff and want more.
1) Focus on doing one thing great.
2) Stop trying to be everything to everybody.
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3) Offend a huge group of people. Some other group
of people will love you for it, and beg you to sell
them stuff.
4) Be passionate. If you’re a boring person, you show
no emotion. If you show no emotion, no one will
buy your products.
5) Stop thinking about competing with the #1
company in your market. Create a product that is
so differently amazing that you create a whole
new market.
6) Think of the #1 best selling competing product.
What can you do better? Now, here what I have
to say: NO ONE CARES.
7) Instead of trying to do one thing better on the
established product, do this: Combine the idea
for the traditional product with a completely
different and amazing product in an entirely
different industry. Let’s say you sell a newsletter.
Now, ask yourself, why does Red Bull sell so much
carbonated urine? Because they FIRE PEOPLE UP
and SPONSOR DANGEROUS
COMPETITIONS. How can you do the same?
(minus the urine).
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8) Reduce the features of your product. Now take all
the energy and money you are saving and invest it
in making the remaining features so powerful, so
wonderful, that it blows people’s minds.
9) The best for your product is: HELL YES. Price
your first product so competitively that anyone
looking at it says HELL YES. Stop listening to the
moronic advice that high prices make you look more
legitimate. Your job is to get a customer base, and
then add products and services to increase your
margins.
10) Stop thinking that A/B split testing is going to
save you. Split testing is what you do once your
offer starts to convert. A/B testing is what you do
once you know that your market responds to your
offer. It helps you refine the offer. Testing helps
you squeeze out more profit. Testing isn’t going to
take a lousy offer and make it a million-dollar
success. I see this all the time: You get 1 click, you
are unhappy, so you start testing slight variations on
your ad. This won’t work! The offer is bad. Make a
different offer. Build a different product that
people actually want to buy.
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Ok. That’s just a short list. I’ve got about 100 more
secrets (haha) that have made a big difference for me.
I hope I’ve helped.
I don’t have all the answers. I’m not a marketing
wizard. But I do love business. I love people who do
online business.
And I hope you’ll stay in touch.
- Rob Booker
(304) 281-8332
(text me anytime, and you can
use WhatsApp if you want.)
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