How To Make Money In Your Sleep With Richard Legg

This program is brought to you by the ThePodcastFactory.com.

“I know the whole kind of clichÚ is making money while you sleep, but literally
because of the time zone, and I’m in the UK, when most people are watching my
webinar, I’m actually asleep so the sales come in during my sleep.”

Hi, my name is Igor Kheifets and this is the List Building Lifestyle, the only podcast
which delivers cutting edge conversion strategies from the online trenches straight to
your earbuds. Download the transcript of today’s episode and all future episodes at
listbuilidnglifestylesshow.com. I also invite you to grab a free copy of “The Wealthy
List Builder’s Survival Guide” at listbuildinglifestyleshow.com/survival and now
once again it’s time to claim your List Building Lifestyle.

Igor: Welcome back to another edition of the List Building Lifestyle with your
host, Igor Kheifets. And today I’m hosting no gurus, and no super accomplished
marketing veterans or anything like that. Today, speaking with my friend Richard
Legg, who’s well to do and secure. However, that the key difference between
Richard and others “gurus” is that he actually lives the kind of life that
everyone wants to live. So, if you’ve been online for more than two minutes,
you’ve probably seen all these videos where people tell you, “Hey, I’m spending
most of that time with my family. I make money on autopilot. My life is amazing.
I spend lots of time with my kids, and my life is all about freedom and not
business. Blah-blah-blah-blah.” The truth is, that 99% of the time that’s
bullshit. It’s simply not true, because if anyone is making a million dollars or
more a year, usually they have to hustle for it, they have to work 16 hour days,
they have to manage teams, they have to come up with new offers or products, they
just have to do all that stuff. Otherwise the business won’t produce that much
money. Now, Richard on the other hand, has been consistently pulling multiple six
figures every single year, while spending the line share of his day with his
family. In fact, I don’t think you work during the summer time, Rich, because your
kids are not in school and kindergarten.

Richard: Yeah, it’s pretty much true. I mean I still check in, obviously you
can’t… I’m not totally removable from the business. But yeah, for me the
business is kind of means of an end. It’s it brings enough money, but it gives me
the freedom then to spend with my family. Be at home with my kids, watch my kids
grow, take them to school, pick them up, and just kind of just be there for them,
really.

Igor: Wow, that’s incredible. I mean I remember experiencing lots and lots of
anxiety and anger and guilt over the fact that when Erica was born, the first
month she was born, I doubled my income. Now obviously, when you double your
income, guess what happens? The responsibilities double as well. So we went to all
sorts of issues, and I didn’t have a big team to share the workload with me. So,
basically the first year, I didn’t get to spend much time with her. Not that she
missed me, of course, all she was doing as eating and pooping and sleeping, but I
felt, I was like, “Is this going to go on forever? Will ever be able to spend time
with her?” And that’s been a major issue for me when I became a parent. Now, you
on the other hand, ever since I’ve known you, you’ve been pretty much, well you’ve
been laid back. You worked very little, and you always made enough money to keep
food on the table and to do everything that you want to do with your family. So,
do you mind sharing your story and how did you and end up building and automate
business like that?

Richard: Yeah definitely. It goes back a while now. I’ve been doing this about ten
years or so. But I got started when I was in university, studying for a physics
degree. I didn’t have much money growing up so I had to work part time during my
degree. Ended up working 20, 30 hours at like a local sandwich bar, while studying
full time as well. So, that got pretty intense. So, between college and part time
job, I was doing 60-70 hours a week. It’s a minimum wage job, not much fun. So, I
started messing around. I’ve always been interested in computers and the internet,
and at that point I started trying to find a way to make some extra money online,
figure it would be easier. It didn’t go too well at first. There’s a lot of, back
then and at least, there were a lot of like pyramid schemes, and much like MLM
chain letter, that are type stuff, which got my first PayPal account banned. But
eventually I stumbled on info product creation and affiliate marketing. And I
started doing some of that, started building a list, which you know, your preach
is, is kind of all important. I was doing affiliate marketing with the list
instead of creating my own info products. So, I was kind of learning as I was
going, making mistakes, as you do, but it got to the point, by the end of my
physics degree, I was able to replace the part time job salary and have some extra
kind of on the side as well. So, following year, I did a Master’s degree. We moved
back to London. I did I one year Master’s degree. And again, I was building the
business up the whole time. I got to the end of it. Then in my Master’s degree in
physics, one professor said to me, “Hey Richard, there’s this really great job out
in Stanstead.” If you know London, it’s kind of like an hour outside of London.
“And you get paid 16,000 a year.” He was really excited about telling me about
this. I’m thinking like…

Igor: What? [laughter]

Richard: “16,000?” At that point, I was married to my wife. We’d been married
about a year at that point. But I wanted to have kids, I wanted to have a family,
I wanted to have a nice home. I was like, “I can’t do that on 16,000 a year.”
Fortunately, I was still working on the internet business at the same time, and it
got to the point where I finished university and I made my first six figures
online. So, I said to my wife, “Look. I think I can make a go of this.” And I have
an amazing wife, she’s completely supportive. All she sees, all the money going as
well, like, “Yeah, yeah. Totally go for this.” So, I was able to kind of go
straight from university full time into the into marketing work because I built it
up as I was going along. I was quite fortunate in life. What else is in that
place. I start off with a mortgage and kids everything all that. To begin with, I
have a lot more responsibility. And basically, I started doing that and building
my own info products, creating more products through more affiliate marketing.
About two years after that, our first son was born. And up until that, the
business for me… Because it was doing relatively well for someone who’s like
24-25 at the time. It kind of was more like a game almost, where I just wanted to
see how many points I could score. Basically every dollar was a point in my PayPal
account. So, that’s kind of my motivation to begin with. But once our son was
born, it was much more, “Okay. I have something that a lot people don’t have.
That’s the ability to be home and be with my kid and watch them grow, and be a
real part of their life, rather than getting up at like 6 AM, commuting and
getting home just in time to tuck him in the bed.” So, I made a conscious effort
then that I wanted to work the hours that allowed me to be a good dad, and not
just be working 24/7, hustling as all the gurus like to say. So, a big proponent
of kind of systems and automation and anything that comes from my physics
background, I like to experiment things and make things as efficient as possible.
So, I started building my business in such a way that I could also make as much as
it as I could. And one of the things that really helped me with those is through
automated webinars. Anybody, they’ve probably seen a webinar before, kind of like
an online conference where you go in and someone does a presentation. Typically,
they present and offer, a pitch at the end, and I started building automated
version of those, and once we move back to the UK, this was very important for me
because target market is still very much in North America. So, most of my audience
would be based in America. To do webinars, you typically want to do them in the
evenings. Being in the UK, that would mean being up at like 1 or 2 AM, do a
webinar presentation and I just didn’t fit with my life start all. So, with the
automated webinars, I would set those up, and they run essentially on autopilot
24/7. So I’ve had webinars running every day, which means every hour of every day
for the past almost four years now. And I know the whole kind of clichÚ is making
money while you sleep, but lately because of the time zone, I’m in the UK when
most people are watching my webinar, I’m actually asleep. So, they sales come in
during my sleep. So, it’s been a massive boost in my business, just being able to
do this, and its given me the flexibility and the freedom to spend that time with
my family as well, which for me, is the most important thing.

Igor: Wow, that’s insane. Of course, your journey sounds really… Like when you
sum it up like that, it sounds like you just went from nothing to making six
figures very, very quickly. But I’m sure there were challenges along the way. Now,
what were some of the challenges you’ve faced with the creation of the automated
webinar?

Richard: I think the biggest thing for me was putting the work in initially, for a
regular webinar you can kind of put it together and then present it. There’s very
little you need to do, but once you get a presentation created like in a Power
Point, that’s it. You just go on there live and do a presentation. With the
automated webinar, there’s kind of a lot more initial work to set up. And
particularly, one of the things is really important for or getting as many sales
as possible, maximizing conversions is having some kind of scarcity tied into the
offer, is one of biggest motivating factors for people to take action. Because of
this webinar is running every day, it’s not like a real live webinar where can
say, “Okay, this comes down Sunday night at midnight.” And that’s it. With a love
webinar, you can do that. Because it’s Sunday night, you can flip a switch and
it’s done. But with webinar that’s running 24/7, so I didn’t want to mislead
people by putting in false scarcity, or just some random countdown timer that
resets. So, there is a lot of work that went in to make sure that not only was the
presentation good, but that the offer, it offered genuine scarcity so that I could
make that offer with the scarcity, and it was real. So, everything is set up, so
that each of the lead goes through, they have their, basically, they have their
own unique deadline. So, if they go through it on a Monday, the deadline could be
on a Thursday. Someone else goes through on Tuesday, the deadline to be on a
Friday. So, there’s a lot more work to set up, but I feel, I know I’m more
comfortable if I can sleep well at night knowing that I’m not misleading people or
lying to people. So yeah, is it definitely a lot more initial set up work, but the
thing is, like I said I’ve I had that webinar running every day, every hour every
day for the past four years. So, for me, even if it took two or three times as
long to set up initially, the long term payoff is just complete no-brainer for me
really.

Igor: Wow. Well as somebody who’s doing webinars occasionally, I’m not big on
webinars; I really don’t like doing them, because like you said, I have to do
during evening time U.S. and it means like middle of the night for me. And my wife
isn’t happy about that. The next day is just all messed up for me, of course,
because my biological clock can’t really handle it. I’m almost 30 now. So, I
completely get where you coming from. I see why it’s really not a big deal to put
in more work at first, so you can have this automation, and you’ve had this
automation up for four years. So, work once profit for a decade, or half a decade,
it’s great. Now, many of our listeners aren’t technical and they never done a
webinar before. They’ve been to webinars, and they’re probably going to like
weekly webinars with their team, so do you mind sharing what are some of the
bigger pitfalls for a beginner when it comes to a webinar? What have you stumbled
into, and what were some of the challenges you had to overcome when you were
setting it up?

Richard: I think just getting to grips with the technology can be can be tricky if
you’re not used it. When I first started out, there was, the one I used was a
product called Evergreen Business System, which has been kind of superseded by
Everwebinar, and these other ones like Stealth Seminar, too. But that one, it was
built by a programmer so it was very, very in-depth and it was very thorough but
it also meant there was a lot of moving parts to it. I think, it’s like anything
when there are too many moving parts; it’s easy if one of those parts is out of
place, then the whole thing kind of falls down. The technical side of things can
definitely be something that’s kind of a stumbling block. I think with a lot of
the newer softwares that are out there, they’ve made this a lot easier. And a lot
of them come with pre-made templates and all that kind of stuff so you kind of
create all the pages you need you, or you just edit the pages as if you were edit
thing text file. So that makes a lot easier for people. I think getting the
technology working is one of the main pitfalls. And I think getting the right
offer, this is true for other webinars too, but making sure your offer is
something that people actually want to purchase, and getting the follow up
sequence as well in place. A lot of people I’ve seen go to try and set up an
automated webinar, and they just throw up a video and they think that’s their
webinar. But the thing is what I try and make sure that I do, is that I’m modeling
a live webinar as much as possible. The webinar is a great sales tool. It’s one of
the best tools for making sales that I have ever come across. But the key with
most automated webinars is to make it work in the same way as a live webinar, if
you want to get the same kind of results. So you still want to make it an event
based webinar, so that people are anticipating being able to attend the webinar.
You want to make sure there’s a solid followed sequence in place with actual real
scarcity. So even once they finish the webinar, not everybody’s going to buy it on
the webinar. A lot of buyers will come through the replay sequence, and kind of
closing sequence. So you want to make sure you have all of that in place, too. So
that can be quite daunting when you’re first starting out, and to be honest,
webinar I have now it’s not something that worked as well as it does today.
Initially, it’s something that has evolved and I kind of built onto it, and just
improved it over time. So yeah, there a lot of different moving parts to it, and
that can be tricky. But the way I recommend people doing it, is get something up
there first, and then you can see how well it works. Then you can adapt it and
model it, or evolve it to model something that is working better. You don’t have
to get it perfect first time, just get it up there, and then improve it as you go.

Igor: Well there’s a few things you mentioned, which I want to circle back to,
because they’re of really, really tremendous value. First off, you said that the
webinar won’t work without scarcity, and that’s the one element you couldn’t
ignore, and you had to make it work in an organic was, an ethical way, an honest
way in order for the offer to convert. Right?

Richard: Yeah, yeah.

Igor: So that’s important. So, scarcity. We’ve spoke about scarcity many times on
the show. I devoted a specific episode to scarcity, so guys, make sure you go back
and listen if you still haven’t learned the reason why everything you sell has to
be scares. You simply won’t work other ways the other way around. Now, the other
thing you mentioned is that offer is key which means if you’re selling something
that people don’t want to buy, you can put on scarcity, you can do a really slick
webinar, but they simply will not pull out their credit cards. So, what exactly,
like what you’re thinking process? What’s your thought process on developing an
offer? What do you feel people are looking for in our industry? Like how does that
work? Richard: Typically, you can look at what’s currently selling already. There
are a lot of market places, particularly in our industry Wire Plus, JVzoo, Click
Bank to an extent as well. So, you can see the kind of offers that are selling.
One thing I’ve found, particularly it the internet marketing or make money online
market, is people want shortcuts as much as possible. They want their dollars
falling in their lap without having to do anything, which isn’t possible, but you
can kind of make things easy. So they don’t necessarily do all the work
themselves. So, the main offer that we sell is “Done For You” service. Where we
take something that we’ve built and it’s already proven to work, and then we can
give them something that they can use themselves to work. One of the best ways to
find out what people are looking for, is what? It’s to survey them. They won’t
always tell you exactly what they want. Sometimes they’ll tell you what they want,
but what they actually need is something different. But as an example, I actually
did a mini survey to my list just this week, actually. A basic question, “What
would you prefer? To have training to learn how to do everything yourself, or just
to have someone else do it for you, and then kind of pay premium based on that?”
And I kind of thought that “Done For You” was going to be the winner, but the
results were astounding that 95% of people who responded chose the “Done For You”
option that was what they would prefer. So, right there, that’s a great indicator
of something that people would want, and it kind of just validates what I’m
thinking people want “Done For You” service because there is no shortage of
information online, particularly now. When I started, it was a lot different. But
now there are so many people, there are so many new product launches every single
day. There’s no shortage of information, but it’s the implementation which I think
holds people back. Offer something like a “Done For You” service, it kind of takes
away a lot of those extra steps for people, and gives them something that they can
use as well. And the benefit of that it is often something that can get people
results quicker, and so that that helps me when I’m selling something knowing that
people are able to use it, and able to get results with it. Otherwise, it can be
quite disheartening to sell an information product and know that X amount of
people were going to leave it there on their digital shelf just kind of gathering
dust. So yes, surveys are a great way to kind of find out what the market wants.
And obviously, you can start with lower priced offers as well, and see how that
goes, and then kind of evolve into a bigger package. So I didn’t start selling,
didn’t start selling $200 packages. My first info products were like $10. But it’s
something you can only grow into you every time. Igor: Well, you know, I never
shared this, but one of the first affiliate marketing successes I’ve ever had was
placing your product, the instant traffic shortcuts banner ad on my Thank you
page. So when I developed my first $7 product, which was called “Marketing
Leverage” or something, or “Affiliate Leverage”, or something like that. Something
stupid, trust me.

Richard: [laughter]

Igor: I’ve sold it for $7, I didn’t have any obstacles, and I had a download page.
I wasn’t even building a buyers list, believe it or not, but I put people on the
download page after they paid me with PayPal, and then I had your banner ad which
was a traffic product that taught how to Sniper Launch, or Launch Snipe. You put
up like a very simple _____ blog for the low competition key word, and that’s how
you drive some traffic. Make some sales. As long as you target the buyer key
words, right? So, believe it or not, I was converting to your product about 60%.
So, 60% of the people that purchased my $7 offer ended up purchasing your $9.99
offer as well. And that was tremendous for me. I think I made like 30-something
sales over course of 40-something days. And that was unreal. I mean, I never
experienced such success, and this allowed me to reach out to you for the first
time because I put you on the pedestal at the time, because you had this amazing
product. You had testimonials from guys that legit you and others. You seemed like
a huge guru to me, and I remember emailing you, and I’m like, “Hey, Richard. Name
is Igor, and I sold 30-something copies of your product. I was hoping you can
reciprocate by promoting my product to your list.” You say yes, and you promoted.
You made like 11 sales when you blasted it to your list. That was one of like most
memorable days of my career. Man, this is… And now that you’re kind of sharing
these stories, for some reason just comes up for me.

Richard: Yeah, I mean it’s great. And it’s going back a while, I think that’s how
we kind of got in touch first. And yeah, I mean the whole thing with that, as well
as another kind of strategy to that automation started the business is finding
ways that you can network with other marketers, and kind of cross promote each
other’s stuff, and integrate offers in different download areas and stuff like
that. That’s been one of the keys to the kind of building the webinar that I have,
is just finding other people who want to share the offer that I have. I mean the
great thing about is, because it takes a lot of work to produce. There are not
that many people who will go through the effort of producing their own automated
webinar like this. But at the same time, they still want to make extra income. So
a lot of people are happy to promote my webinar for an affiliate commission,
because then I’ve done all the work. The hard work, get things set up, and they
just basically have to put a link on their download page. And they may not get as
much as if they did it themselves, but they can still get some money, a lot of
people just happy to throw that in there, and get some income from that.

Igor: Dude, but you’re paying great commissions. Come on. I mean most people can’t
even dream of that. You’re paying, I think, $400 a sale.

Richard: Yes. $400 or $800 for a larger package. The thing is, I want to reward
the affiliates. The way I think about it is if the affiliates are happy, they’re
going to promote more, which means more revenue long term for my business so I
could skimp on their fair commissions and make some money, but I’d rather have 50%
of a lot, rather than 90% of a very little. Again, it’s one of those kind of
strategies that I use, is trying to keep people promoting, make sure they’re paid
well, make sure they’re happy, and they’ll keep promoting. We’ve had some
affiliates who have kind of integrated the offer, and they had it in for like
three years. So they don’t send a huge amount of traffic all at once, but over
three years, a couple visitors every day, that adds up. And they get and a nice
commission check each month. I get kind of regular subscribers added to my list,
regular sales. We kind of duplicate that with a few people, and then you’ve got a
pretty consistent source of traffic and revenue coming in. And again, I don’t have
to keep doing webinars for every single person, one webinar a week, or whatever.
It’s all on autopilot. The one thing I would say about automated webinars is that,
typically, they convert at a lower rate than a live webinar, because you too miss
that live interaction that you have on the call. So, for questions and answer
sessions, you can’t really do that very well with automated webinar. You can have
kind of someone attending a chat that you can kind of fill out that way, but if
I’m sleeping, it’s not me being on the chat. So there is a lower conversion rate
overall, but I’ve found, the upside for me is that I don’t have to be on there at
all. So any conversion rate it’s a good conversion if I don’t find not on there.
See, just one thing to bear in mind, it is not always the same as the live
webinar. But if you if you’ve got webinars running every single day, it’s still
kind of taking care of things.

Igor: Well, so what you’re saying is, you’ve done the work once, you develop an
automated webinar, you have other people drive the traffic for you, and you don’t
have to buy advertising, so it’s all free traffic. You only pay them if they make
sales, and you pay them good money, while still having enough money left over for
you to profit comfortably and be a great dad, and provide for your family, and you
do all that while your list goes on autopilot. Is that true?

Richard: Yeah, that’s pretty much it. I mean, it’s quite a machine that I think
I’ve got in place. That definitely took a lot of work to get there, and to improve
it to the point where it is, but now I know it has something that works, it’s a
lot easier to go out to other people and say, “Hey, this person who got these
results with it, would you be interested?” And even with terms of customers, I
know customers have got results with it. They are only able to kind of tweak the
webinar and feed that back in. So, now I have that social proof to add to the
presentation. So, that helps the conversions even more, when they can see that
other regular people have you said made sales, too. So, even though I did that,
set up work once, there’s a lot of work, it’s still kind of constantly evolving.
I’m trying to improve it, and one of the things I do as well is with the followed
sequence. They’re after someone goes through to what the main webinar sequence.
Sequence can take about seven days, depending on kind of when they register for
the webinar. After that I have a list of subscribers. Many of them, the majority
of them won’t have purchased a $2000 package, but that doesn’t mean they won’t be
interested in something else. So, I spend my time building up the follow up
sequence with other relevant offers, and create them in an automated way as well.
I make sure those offers have the same kind of scarcity. If you’ve ever seen kind
of product launch model, Jeff Walker made that kind of famous where you have a
week long launch period between pre-launch, live, and closing. Obviously, there’s
that kind of huge push towards the end. Again, trying to model that, but in an
automated way so that every lead who goes into the webinar, also goes through that
Evergreen product launch sequence at the end. And every product that I add to the
end of the follow up, you stack more and more revenue. So it’s therefore final
say, with each product that I add there, the revenue per leader comes in
increases. And the good thing about that is when I do kind of broadcast promos. If
there’s someone I’m promoting, rather than having the automated follow up, I’m
just doing a regular promotion, like a broadcast blasting to my list. If I find a
product that works really, really well in that context, then I will take that kind
of switch around and turn that into you an Evergreen follow-up promo and I can add
to the back end sequence as well because typically most product launches will have
a final ending. So it could be Sunday at midnight the product closes. But then,
you can model that in an Evergreen way, and have that in the follow sequence
again. So there’s a finite period for each lead to take action. Again, it’s that
scarcity which just really helps conversions, but I’m building the sequence as
much as I can, knowing that each product I have is going to add more revenue to
it.

Igor: Wow. So, you know. I want to go back a little bit. You mentioned something,
and that is that having your own offer, having your product, having something that
you’re selling allowed you to create the leverage by approaching other people and
offering commission in exchange for promoting it. So, that of course, became the
primary traffic source for your business, and you basically have all these people
send you traffic daily, and you don’t have to worry about it. So, there is a big
secret to success in this industry. You know, I mentioned earlier that my first
affiliate success came from putting your product on the back of my product. Now
you’re saying that creating an automated webinar offer allowed you to have all
these other people go to work for you, and get paid when they make sales. And this
is actually one of the reasons why people kind of skyrocket to superstardom. They
all create their own products; they all create their own offers. And by doing so,
they not only position themselves as experts. Like I said, when I first saw your
sales page, and I never heard of you before, I was like, “Oh, man. This guy seems
super pro. He has testimonials, he’s got income proof screenshots, and he?s got
this long sales letter like all the gurus have. He must be super out there.” But
the reality was, you were just a guy. Just like me, who was a little bit of in the
game, and the persona that this offer created for you, in my mind, was this
amazing guru that sits on the top of the mountain. So one of the biggest secrets
that I feel you guys should walk away with from this call, is the fact that if you
create your own offers, if you create an offer, even just one offer, and you can
put it in the market place and people can find it, you instantly raise yourself
head and shoulders above the crowd of people that try to sell something. You just
push business opportunities, or try to sign you up to an MLM program, you become
an expert. You become somebody who is qualified enough to charge money for what
they got to say.

Richard: Yeah. You get that instant authority and credibility. And I think is
where people who are just starting out anything, “Well, what do I know?” And I
think in truth is if you’ve been online for any amount of time, you already know
more than people who were just starting out. So, there’s definitely some knowledge
you can share. But even if you don’t have the knowledge that you can put into a
product and package together, one of the easiest ways of doing it is just
interview other experts. And you naturally get that kind of expert by association.
I know quite a few people who have done that. If they’ve taken you maybe five to
ten different markers, they’ve interviewed them on their specialty, and then just
by being associated with them, they kind of, some of that credibility rubs off on
them and obviously then it’s their product, their packaging and they’re putting
their face and name on the sales page. That’s one of the easiest ways you can
create. It’s very, very not time intensive at all. It’s very easy to create, and
you’re basically leveraging other people’s expertise to help raise your own
profile. So yeah, there’s definitely no reason why somebody can’t come out with a
product. It obviously take some work, but I think that, in this day and age, it’s
so easy to come out with a product, and build a presence online compared to even
ten years ago. It was lot more difficult, especially with the technology. So
there’s nothing to stop you from going out there and finding just one or two
people to interview. And then, even if you feel you have to give it away for free,
if you feel you can’t charge for it. I mean, just having your name out there on a
product that goes a long way to establishing that credibility. And like you say,
other people are going to look up to you, people who are just starting out. They
don’t got a clue. They see you. They see you, your name and your picture there,
and you have a product, and a sales page. Yeah, just make them see that, “Okay,
this person knows what he’s talking about.” They’re going to trust you.

Igor: This is so key. This is so key. Creating a product might seem like the
easiest thing in the world for you and me. In fact, I’m interviewing right now. I
can package this into a product and call it something on the lines of automated
webinar, “The Introduction to Automated Webinars”. Easily can sell this for $47,
but when I started out, I was in the same situation as you were, as all the other
people are, and I didn’t have any credibility going on. I didn’t have enough
experience to put my own product together so that’s exactly what I’ve done. I went
out and I interviewed people, and I consumed other people’s information and
packaged it as my own, my own words. My first report that I sold successful, the
one day sold and then offered your product on the back, I mean there was just a 13
page PDF report, which I plagiarized from Frank Kern, Ryan Dice collectively.

Richard: [laughter]

Igor: I mean I just delivered that in my own words, so that’s one of the
principles of success in this industry. I mean, it’s very common, you see it
everywhere if you know what to look for. Guys like _______ pretty much everybody,
they’ve all done it. In fact, Frank Kern did it as well. I think he went out to
interview somebody and then he just read, he transcribed the entire conversation,
and read it out loud or something to a microphone and packaged it as a product. On
Para training or something like that.

Richard: [laughter]

Igor: Like some weird niche. So, here’s the point. While to guys like you and me,
it might seem easy, and we got this curse of knowledge, if you will, about
creating products because we’ve done it so many times. For a beginner, this isn’t
easy, because of the mental element. Because they don’t feel they’re qualified.
They don’t feel they’re allowed to. But the reality is, there is nobody that can
stop you from creating a product and there is no one’s permission you need that
you might need to create it. So, when you were creating the Instant Traffic
Shortcut, your first successful product. What was going through your head? How did
you overcome this barrier?

Richard: I think for me that wasn’t actually one of my first products, so I think
one was a little bit easier for me. But when I first started out, the first thing
I ever kind of really created, it was a free report. So, I created free report
based on what was doing to get some affiliate commissions. So, I didn’t feel that
I could charge for my report. So, I had a free report which I gave away, and then
when someone signed up for that, I had a special offer for a collection, of resell
rights products. So, they are bunch of product that other people created and
they’d licensed out, so I paid a fee, and in return they gave me the right to be
able to sell these to other people. So, that’s how I kind of built my first site.
It was creating free report based on something I was doing, something I knew
about, and then I monetized it by using other people’s products that I had bought
the rights to. And this for me was a great kind of segway income, because I didn’t
have to create my own product and then worry, “Oh, what if people don’t like
this?” People asking for a refund if it’s rubbish, whatever. So, could actually
give it away for free, to get that subscriber onto my email list. And if they like
it, well. I they don’t like it, at least they’ve not paid me for it. And it’s the
free thing. But then I had other people’s products, which I thought, “These are
good products. I can sell these.” And then that was fine. So, that was a way for
me to build a list and monetize it at the same time. And then when it came to
creating like the Instant Traffic Shortcuts, that one was based on mostly my own
proof. I’m big believer in using proof as a sales tool, and I don’t like trading
stuff or selling stuff unless I know that it works. So, typically, most of the
things I’ve created are based around methods that I’ve used myself, so I know that
it works. I can feel comfortable selling it. I’m not just kind of rehashing theory
and throwing something out there just to make a quick buck. The traffic product
was based on the things I was doing, so I can documented the process. I took
screenshots of the search engine rankings; I was getting to screenshots of the
affiliate commissions I was getting as a result of that. In a way, it was
relatively easy to create the product based around that, because I was just
explaining to people what I was doing. So, I used a program, Camtasia which
records your screen. So, I would go through the process of what I would use to set
up one of these sites, and start getting some links to it, and start getting some
traffic to it. And so it’s a very, very simple video. It’s about a 90 minutes
total kind of video training, goes through the whole process. In a sense, that was
a really easy product to create, because I was just showing people what I was
already doing. And even with the sales page, case of showing, “Well, here’s what
I’ve done. Here’s the proof that it’s worked for me, and then as more people used
it. I got feedback and testimonials from them that it works for them, too.” I was
able to update the sales page with those testimonials. But at the very base there
is just a video showing what I was doing and the sales page showing the results
that I got with it. So, that just kind of all you need to start out, really, it
doesn’t have to be a big huge product with lots and lots of our proven
testimonials. You can add those things in over time, as you get it. Key thing is
to just get something up there. You don’t have to wait for it to be perfect before
you get a life.

Igor: You don’t have to get it right; you just have to get it going. As my friend
Dan Hochman says. So cool, Rich. One last thing. There are so many people
listening to the show that they’ve got access to traffic, they’re marketers, and
they always love to make money with affiliate programs. So, where can they go to
sign up for your program? Because I know it’s a private program, and you manually
approve each and every applicant. So, where can they go to apply, and what do they
need to tell you in order to get approved?

Richard: Yeah. If they want to come for my webinar, you can go to 100kjv.com. So
that’s 100kjv.com, and that will take them to kind of registration page. They can
get in touch. Tell us a little bit about how you intend to promote. Like, do you
have your own products, or how you’re going to do it if you’re going to send bunch
of traffic by Ad Fly, then don’t bother replying. But if somebody wants to go
through and actually see the webinars, and see the process, you go to
igorwebinar.com. I just registered that domain so people can easily type that in,
and then go to the webinar interaction page. You can see the webinar, see how I
set things up, watch the presentation, too, and kind of see, get a feel for how
automated webinar works, and how can the Evergreen, kind of scarcity and stuff
like that work as well.

Igor: Oh, wow. Thank you. Igorwebinar.com to see the webinar, and 100kjv.com,
that’s 100kjv.com to sign up as an affiliate and make $800 or $400 per sale, guys,
per automated sale that the webinar closes for you. Easy money, trust me. I’ve
been a member of Richard’s program. I don’t think I’ve been promoting lately, kind
of moved into a different direction. However, I remember it was one other thing
that you’re doing. Do you still do the whole the affiliate bonus thing, where if
you make five sales or four sales you throw in another one for free?

Richard: Yes. If you make five sales in your first month, you get a $2000 cash
bonus.

Igor: See? So this guy’s too generous. Too generous.

Richard: Happy affiliates means regular affiliates.

Igor: It’s like affiliate Christmas over here.

Richard: [laughter]

Igor: So Richard, thank you so much for taking the time out of your not so busy
day to do this with me. Thank God for school, right?

Richard: Yeah. [laughter]

Igor: So we have time to sit down. I appreciate you doing this. Thank you so much
for sharing, and until next time we talk, have a good one.

Richard: Okay. Thanks, a lot.

Thanks for listening to The List Building Lifestyle Show, make sure to subscribe on iTunes
or Google. Play to never miss an episode because who knows just one conversion tactic
we share on the show might double your list and double your business. Download the
transcript of today’s episode and all future episodes at listbuilderslifestyleshow.com and
don’t forget to claim your complimentary copy of “The Wealthy List Builder’s Survival
Guide” at listbuildinglifestyleshow.com/survival . This is Igor Kheifets until next time we talk, have a good one.

This is the ThePodcastFactory.com.