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FROM THE DESK OF RYAN DEISS

First, welcome to Digital Marketer Lab.

I’m absolutely thrilled you are here and I know this is going to be a real game changer for you and your business.

I’m very proud of both the content and community we have built in Digital Marketer Lab and I’m excited to show you around.

I want you to know that you’ve made a wise decision. Digital Marketer is different.

We’re different because…

WE ACTUALLY DO THIS STUFF!

We aren’t journalists or wannabe entrepreneurs. We’re professional marketers with businesses in dozens of niches and mainstream verticals.

Digital Marketer Lab is the byproduct of the marketing tests we conduct across all of our businesses.

But it isn’t just my team and I that make Digital Marketer Lab special.

It’s the thousands of entrepreneurs, business owners and marketers sharing, assisting, partnering and supporting each other in the Digital Marketer Lab community.

In the next few pages I’ll show you…

• How to access Digital Marketer Lab resources

• How we think at Digital Marketer (You’ll see how we’re different)

• Where to start (Don’t worry… we’ll point you in the right direction)

And lastly you’ll meet your new team of Digital Marketing pros.

Yep… that’s correct. My team is your team.

Our mission is to double the size of 10,000 businesses in the next five years and we’re off to a good start.

I hope yours will be next.

Talk Soon,

CEO and Founder of DigitalMarketer.com

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There are four main components to your Digital Marketer Lab membership:

• The Execution Plan Library

• Office Hours

• What’s Working Now

• Digital Marketer Engage

Let’s look at each of these in turn…

THE TOUR

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THE EXECUTION PLAN LIBRARY

We call them “checklists on steroids.”

The Execution Plan library is filled with the Standard Operating Procedures (SOP’s) we use to train new employees across our various companies in all things traffic and conversion.

We add or update an Execution Plan in this library at least once per month.

Access the Execution Plan Library here

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OFFICE HOURS

Office Hours is a webinar conducted each week at 3 PM Eastern Time on Thursday.

Each week on Office Hours the Digital Marketer team delivers tested and actionable digital marketing tactics.

You’ll get access to members of the Digital Marketer team (and sometimes a special guest) and your questions are welcome.

Each webinar is recorded and archived in the Digital Marketer Lab members area.

You’ll receive an email each Monday with registration details and a description of the topic for the week.

There are dozens of Office Hours calls available in the archives.

Access the Office Hours archives here (click on the Office Hours tab)

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WHAT’S WORKING NOW

What’s Working Now is a webinar conducted each month during the last week of the month.

Each month on What’s Working Now the Digital Marketer team (and often a special guest) will train you on the tactics that are working right now in digital marketing.

The digital marketing landscape changes quickly and What’s Working Now will keep you in the loop.

Each webinar is recorded and archived in the Digital Marketer Lab members area.

You’ll receive an email with registration details and a description of the topic for the webinar.

Access the What’s Working Now archives here(click on the What’s Working Now tab)

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DIGITAL MARKETER ENGAGE

Need advice on a campaign you’re about to pull the trigger on?

Want a recommendation on the right tool for the job?

Looking for a like-minded group of pros to add to your network?

DM Engage is our private Facebook Mastermind Group where thousands of business owners, entrepreneurs and marketers are networking and supporting each other.

You’ll find the Digital Marketer team is accessible to help you through your most pressing digital marketing issues.

In short, you’ll never be alone again.

Access the Facebook Group and introduce yourself. I think you’ll have found your new home on the Internet.

Access the DM Engage Facebook Group

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You’ll find that the Digital Marketer community is busy talking about things like…

• Lead Magnets

• Tripwire Offers

• Profit Maximizers

In the next few pages you’ll learn what these marketing elements are and why they are critical to mastering this digital marketing stuff.

And by “stuff” we mean…

HOW WE THINK AT DIGITAL MARKETER

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THE SYSTEM

It’s the same system Starbucks and McDonald’s have used to corner the coffee

and hamburger markets. It’s the same system Amazon uses to dominate

ecommerce. It’s how Best Buy, Beach Body (selling workouts like P90X) and

Sports Illustrated have become household names.

This system works for small and enterprise level businesses. It works for mom-

and-pop shops and billion dollar retailers. It works whether you sell traditional

products, digital products or services.

This system works because it exploits each and every aspect of the irrefutable

law of business growth put forth by legendary marketer Jay Abraham:

There are only three ways to grow a business,

• Increase the number of customers

• Increase the average transaction value per customer

• Increase the number of transactions per customer

We call it Customer Value Optimization or CVO.

Read the next few pages carefully. Read it multiple times and commit it

to memory.

This is the stuff they don’t teach in business school.

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The following flowchart outlines the CVO system.

Download a PDF version here

Print this PDF version and tack it to the wall next to your workstation. If you

plan to execute this plan, you’ll need to reference it often.

When you’re learning new tactics like Twitter, Google Analytics or Facebook

Advertising you’ll need to constantly remind yourself of the CVO process.

Otherwise, you’re wasting time and money.

This is a warning: There is little profit in understanding, for example, Pay Per

Click (PPC) Advertising or Search Engine Optimization (SEO) in and of itself.

There is enormous profit in understanding how to apply these traffic strategies

to the CVO process.

LEARN THE STEPS TO CUSTOMER VALUE

OPTIMIZATION

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DETERMINE YOUR PRODUCT MARKET/FIT

CHOOSE A TRAFFIC SOURCE

CREATE THE RETURN PATH

OFFER A LEAD MAGNET

OFFER A TRIPWIRE FOLLOW-UP SERIES

YES!

YES! NO

OFFER A CORE PRODUCT

YES! NO

OFFER A PROFIT MAXIMIZER

YES!

E-mailMarketing Blogging Retargeting

SocialMedia

CustomAudiences

NO

YES! NO

FOLLOW-UP SERIES

YES! NO

FOLLOW-UP SERIES

YES! NO

FacebookAds

TwitterAds

LinkedInAds

YouTubeAds

EmailMarketing

SEO Blogging Social Media Adwords

CUSTOMER VALUE OPTIMIZATION

Here is a flowchart of the Customer Value Optimization system…

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Here are the steps,

• Determine Product/Market Fit

• Choose a Traffic Source

• Offer a Lead Magnet

• Offer a Tripwire

• Offer a Core Product

• Offer a Profit Maximizer

• Create the Return Path

Lean in to these pages and pay close attention — we’re about to reveal the

exact process we use to sell products and services in multiple niche markets

and mainstream verticals.

Let’s begin with…

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STEP 1 - DETERMINE PRODUCT/MARKET FIT

There may be nothing more important than choosing the correct market, simply because every other part of the process is dependent upon having a group of willing and able buyers.

No amount of work or luck will help if you don’t have a willing and able market.

Maybe you’ve been told that you can build a profitable business around any topic you are passionate about.

Wrong.

If there is not a sustainable market for your products and services, all the time you invest in building your business is a complete waste of time…

…you’re just rearranging the deck chairs on the Titanic, so to speak.

To confidently build a business around a market you must determine whether,

• The market is big enough

• The market is monetizable

To determine if the market is large enough look for,

• 30,000+ Google searches per month on your top 3 keywords

• Active blogs

• Active Facebook Pages

• Active Forums

• Active Email Newsletters

• Active associations

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To determine if the market is monetizable look for,

• Direct competition (They are doing exactly what you want to do. This is a good thing.)

• Indirect competition (They are selling to the same market, but don’t sell what you do)

• Affiliate offers (Check Clickbank, Share-A-Sale & Commission Junction for related affiliate offers)

• Advertisers (Where there are well-known advertisers, there is money)

• Gurus (Look for very influential people associated with your market)

• eCommerce Sites (Find sites that are selling products to this market)

These are all rules of thumb, of course. If, for example, you don’t find an active forum or your keywords don’t add up to exactly 30,000+ you may still have a viable market.

That said, the more of the above criteria your market meets — the more likely you are to succeed.

In the next step, we’ll dispel the myth behind traffic generation…

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STEP 2 – CHOOSE A TRAFFIC SOURCE

This might shock you but you DO NOT have a traffic problem.

You might have a business model problem, an offer problem or a measurement problem.

But you DO NOT have a traffic problem.

Here’s why…

What if I told you that every time you get a visitor to a web page you make $10 in profit? Could you get traffic to that web page?

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Heck yes you could. You could pay up to $10 to get a visitor to that web page and still break even. In fact, you’ll be able to pay more than $10 to get a visitor to that page when you truly understand the whole of Customer Value Optimization.

I’ve often said,

“He who can spend the most money to acquire a customer, wins.”

And Jeff Bezos, Founder and CEO of Amazon.com, once said (in a tongue-and-cheek warning to his competitors)…

“Your margin is my opportunity.”

The lesson we’ve learned is that once you understand CVO, you become unstoppable. Amazon.com sells on the thinnest of margins knowing that acquiring new customers, selling them more and selling to them more frequently is how you become unstoppable.

Traffic is not a problem.

Google, Facebook, Twitter and LinkedIn, just to point out the obvious, are lining up to sell you targeted traffic. Your Search Engine Optimization agency wants to send you more traffic.

You simply need to understand,

• How to measure what traffic is worth

• How to extract maximum immediate value from that traffic

Tactics are worthless if you don’t understand the CVO process.

This is why you are frustrated. You have no context. You have no system.

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We can teach you to drive traffic through tactics like blogging, Facebook Ads or email marketing but first you need to understand the system.

The goal, no matter which traffic source you choose, is to drive prospects into the CVO Funnel.

Become a master of a single, steady traffic source. Stay focused on that traffic source and, once mastered, add a second and third traffic source.

These traffic sources include…

• Email marketing

• Social Advertising (Facebook/Twitter/YouTube ads, etc)

• Banner Advertising

• Blogging

• Organic Social Media

• SEO

• Traffic Resources Your traffic strategy begins and ends with driving visitors into the CVO funnel.

The CVO Funnel begins with the Lead Magnet…

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STEP 3 – OFFER A LEAD MAGNET

The next two sections (Offer a Lead Magnet and Offer a Tripwire) show you how to grow your business through the first of Jay Abraham’s methods, increase the number of customers.

The Lead Magnet is an irresistible bribe that gives a specific chunk of value to a prospect in exchange for their contact information.

Make no mistake, although no money changes hands, this is a transaction. And, it is often the first transaction you will have with a prospect.

You will need to provide tremendous value with the Lead Magnet.

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The Lead Magnet is usually offered on a web page called a landing or squeeze page that is optimized to convert even cold traffic into leads.

The landing page doesn’t need to be fancy. Here’s a high-performing Lead Magnet landing page from one of our businesses in the Kindle publishing niche,

The Lead Magnet exists to increase leads. Because the Lead Magnet is the very top of the CVO Funnel, increasing opt-ins here will pay dividends throughout the rest of the system.

What irresistible bribe could you offer in exchange for a prospect’s contact information?

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STEP 4 – OFFER A TRIPWIRE

If you understand and execute on this step, you’ll be ahead of most of your competitors.

Remember, our first goal is to increase the number of customers. So far, we have only generated leads through the Lead Magnet. We still haven’t generated new customers.

The Tripwire offer is made to those that have displayed interest through the Lead Magnet. The Tripwire is an affordable offer, usually between $1 and $20. In markets selling high-ticket products and services Tripwire offers as high as $500 can convert well.

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The goal of the Tripwire is to fundamentally change the relationship from prospect to customer. The conversion of a prospect to a customer, even for $1, is magical.

The key is to make a Tripwire Offer that leads are unable to resist.

The most common way to make the Tripwire irresistible is by selling it at cost and, in some cases, at a loss to you.

That’s correct. You are not trying to make a living from selling Tripwire Offers. You are trying to acquire buyers because there is nothing more valuable than a list of buyers.

When you understand the rest of the Customer Value Optimization process you will understand how the Tripwire Offer is the single most powerful addition you can make to your business — even though you make no direct profit from it.

A classic example of a Tripwire Offer comes from Columbia Records,

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Columbia House took over the music market by making an absolutely

irresistible offer (13 records or tapes for $1) because they understood that

acquiring a list of buyers is the name of the game.

Tripwires are all around us.

It’s the ridiculous flat screen TV deal at Best Buy. It’s the rock-bottom price

of a Kindle Fire. It’s the $20 for $50 worth of Mexican Food Groupon offer.

The strategy of Tripwire offers is simple,

Convert the maximum number of Lead Magnet leads into paying customers,

even at the expense of your profit margin, with the understanding that

acquiring a paying customer will deliver profit through the next three steps:

• Core Offer

• Profit Maximizer

• Return Path

Ok, now that you understand how to increase the number of customers, let’s

talk about increasing the average transaction value per customer.

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STEP 5 – OFFER A CORE PRODUCT

You likely already have a Core Offer. It’s your flagship product or products.

Most businesses get nowhere by making Core Offers to cold prospects.

You’ll see your Core Offer sales explode with the addition of the Lead Magnet

and Tripwire Offer.

After all, you’ve already had two successful transactions with this buyer.

This is why it’s critical to over deliver with the Lead Magnet and Tripwire.

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In some cases, sales from the Core Offer will make you profitable. But it

doesn’t have to. If you follow through on the CVO process, you could take

everything you make from the Core Offer and reinvest it to acquire

more customers.

Again, this is how you become unstoppable.

You build a system in which you can spend more to acquire a customer than

your competitors.

Your competitors are making a Core Offer and trying to make a living from

it. You don’t need to make a dime from your Core Offer.

Remember, as Jeff Bezos says, your competitor’s margin is an opportunity.

It is your opportunity to, for example, spend more on traffic acquisition,

conversion rate optimization or increase the value of your offers.

It might stun you to find out that many of the most successful businesses

in the world make no profit until they reach the next two stages, Profit

Maximizers and Return Path.

Here’s where things get very interesting…

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STEP 6 – OFFER A PROFIT MAXIMIZER

The second of Jay Abraham’s business growth methods is to increase the average transaction value per customer. The Profit Maximizer does just that.

Most businesses don’t have Tripwire Offers and they don’t have Profit Maximizers. They live and die selling cold prospects on their Core Offer.

This is why they struggle and you won’t.

Would it shock you to find out that McDonald’s makes almost no money on the hamburger. The hamburger is the Core Offer, but it’s the fry and Coke Profit Maximizer that built the Golden Arches.

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Best Buy sells laptops and plasma TV’s (Core Offers) on wafer thin margins you can’t resist and makes it up on warranties, installation and Geek Squad support (Profit Maximizers).

Amazon shows you at checkout, “People that bought this product, also bought that product” to increase the Average Basket Value, also known as maximizing profit.

What could you be offering as an upsell or cross-sell?

What could you bundle with your Core Offer?

How can you enhance your Core Offer through a club or membership site?

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STEP 7 – CREATE THE RETURN PATH

The last way to grow a business is to increase the number of transactions per customer.

Enter the Return Path.

The goal of the Return Path is to have frequent, strategic communication with your buyers and prospects that cause them to buy again and again.

Because you have received their contact information through the Lead Magnet you have the ability to continue marketing.

You can offer new Lead Magnets, Tripwires, Core Offers and Profit Maximizers because you have permission to market to them.

Email marketing, content marketing, organic social media, custom audiences and ad retargeting are tactics used to maintain communications with customers and increase transaction frequency.

How are you ensuring that you can reach your customers again and again? When was the last time you contacted a customer with something other than an offer?

Increase the number of touches with your existing customers, both promotional and non-promotional, and you will increase transaction frequency through the Return Path.

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Customer Value Optimization (CVO) is about building unstoppable businesses by increasing the value of your customers.

The numbers don’t lie,

• You Make $100 per day today

• You now get 3X more customers (Lead Magnet + Tripwire)

• You now make $300/day or $109,500/yr

• You make 3X more profit (Core Offer + Profit Maximizer)

• You now make $900/day or $328,500/yr

• You sell 3X more often (Return Path)

• You now make $2700/day or 985K/yr

DO THE MATH

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This is the exact system we apply to every business we start, acquire

or consult.

I know why you’re frustrated. You’re frustrated because you don’t know

WHY you are blogging. You don’t know WHY you are using Facebook. You

don’t know WHY you are looking at Google Analytics.

Every one of these tactics is useless without a system.

I’ve held nothing back. It’s all here for you. Application of even one of the

steps in this system will grow your business.

Applying them all will make you unstoppable.

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Whether you’re new to digital marketing or a salty veteran, we’ve got the right training for you.

First, be sure to join the Digital Marketer Engage Facebook Group and introduce yourself.

Second, keep an eye on your email inbox on Monday when you’ll receive registration and topic details for the next Office Hours call.

Third, choose the right Execution Plan to meet your needs. Do you want to…

• Launch a Product or Service

• Get Your First Sale

• Get More Customers

• Get More Money From Existing Customers

We’ve mapped the Execution Plan library back to each of those goals in the diagram below. Choose an Execution Plan and access the training in the Digital Marketer Lab members area.

WHERE TO START

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WHAT’S YOUR #1 GOAL?

Digital Marketer Labstart here

START A NEW BUSINESS GROW AN EXISTING BUSINESS

LAUNCH A PRODUCT OR SERVICE

GET YOUR FIRST SALE GET MORE CUSTOMERS GET MORE MONEY FROM EXISTING CUSTOMERS

GET 1000 BLOGSUBSCRIBERS

GET LEADS FROMFACEBOOK

WRITE LANDINGPAGE COPY

CREATE A VIDEOSALES LETTER

BUILD AN E-COMMERCE STORE

CREATE A LEAD MAGNET

RUN A FLASH SALE

WRITE AN EMAILCAMPAIGN

STRENGHTEN ANOFFER

STRENGTHEN ALANDING PAGE

CREATE A VIDEOSALES LETTER

BUILD AN EMAIL LIST

DESIGN A SOCIALMEDIA STRATEGY

GET LEADS/SALESFROM ADWORDS

CREATE A LEAD MAGNET

GET 1000 BLOGSUBSCRIBERS

GET LEADS/SALESFROM TWITTER

GET LEADS/SALESFROM YOUTUBE

GET LEADS/SALESFROM SEO

RUN A FLASH SALE

WRITE AN EMAILCAMPAIGN

GET SALES FROMFACEBOOK

STRENGTHEN ANOFFER

STRENGTHEN ALANDING PAGE

CREATE A VIDEOSALES LETTER

REENGAGE YOUREMAIL LIST

GET SALES FROMA BLOG

You can access a c lickable and printable PDF version of this diagram by c licking here.

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It’s time to meet your new team. Each of the team members listed below is

critical to the success of Digital Marketer Lab in their own way.

Be sure to say “hello” in the DM Engage Facebook Group.

We’re looking forward to meeting you!

MEET THE DM TEAM

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If you need help marketing your business, reach out in the DM Engage Facebook Group.

If you need to contact support for help with your account you can do so below.

Contact us by Phone: 512-600-4363 9 AM – 5 PM CST

Contact us by Email:support@digitalmarketer.com

Contact us by Mail: 4330 Gaines Ranch LoopSuite 120Austin, TX 78735

NEED MORE HELP?

Welcome to Digital Marketer Lab!

Our mission is to double the size of 10,000 businesses over the next five years. We’ll do everything we can to ensure that your business is next.

- The Digital Marketer Team