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PowerPoint Presentation - Underground 007

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					    Computers & Health

• First computer course 1969
•   First online 1977
•   Went to medical school
•   Never made >$25K until after 30
•   Took 20 years to understand health



             Dr. Mercola March 26, 2008   1
Web Business Progression

 • Combined computer and health passion 1997
   and started website
 • 1997 to 2000 lost $500K
 • First earned money in 2001
 • Last year business valued at over
 $100 million




            Dr. Mercola March 26, 2008   2
   Mercola.com Stats
• No investors
• No ads
• No influence
• 150K pages of ORIGINAL content




           Dr. Mercola March 26, 2008   3
 Mercola.com Stats
• 1.5 million subscribers
• 12 million views per month
• 5 million emails per week




           Dr. Mercola March 26, 2008   4
 Mercola.com Stats
• 35 customer service reps
• 30 full time programmers
• 20 admin
• 4 executives
• Looking for some key people
though (stay tuned at end)


          Dr. Mercola March 26, 2008   5
          Traffic
• 1.2 million new visitors per month
from organic search (NOT paid)
• 40% of traffic comes from search
engines 60% from our newsletter
• 3 full time SEO staff



         Dr. Mercola March 26, 2008    6
          Traffic
• 100 major keywords in top ten
• Exercise
• Coconut oil
• Fish oil
• Krill oil
• Health newsletter

         Dr. Mercola March 26, 2008   7
   Infrastructure
• Gammadyne on 5 email servers
• E commerce Server
• CMS Community Server v 3.0
• Social Networking Forums




        Dr. Mercola March 26, 2008   8
    Fishing

Teach you HOW TO FISH




    Dr. Mercola March 26, 2008   9
 How to Get the MOST
From Events You Attend

• Coming since Underground I
• When I am not in Maui go to one
event a month
• You SIMPLY MUST convert your
notes to action items in system like
Getting Things Done
• They will be USELESS to you if you
leave them in your notebook.


             Dr. Mercola March 26, 2008   10
Something for Everyone

• Start with something even novice
beginners can use
• Then progress to information for
more advanced




             Dr. Mercola March 26, 2008   11
           Passion

• If you are doing it for the money
run away
• You have to be passionate about it
and serve others as a result of that
passion
• Avoid the quick buck temptation



           Dr. Mercola March 26, 2008   12
          Passion

• If you bring value to others you will
be successful long term.
• Have to be absolutely passionate
about it or you will simply not be
successful long term.
• If you aren’t jumping out of bed
before dawn RECONSIDER


           Dr. Mercola March 26, 2008     13
         Passion


•Don’t go to extreme of
•Craig’s List and Wikipedia
•Convinced they are blocked on
wealth




         Dr. Mercola March 26, 2008   14
          Your List

• Jay Abraham taught me that but took
four years to know what to do with it
• Give them free report, audios or
videos BUT they have to be GREAT
• Help them out BIG TIME
• Be a straight shooter, NEVER lie, tell
it like it is


            Dr. Mercola March 26, 2008     15
   Email Overload

• 15 email "relationships" (meaning
emails that they pay attention to
regularly) before they hit email
overload
• This includes emails regarding
credit card statements, bank
statements, their kids' school
updates, and ME


          Dr. Mercola March 26, 2008   16
   Email Overload

• If you want to get on that list of 15,
you've got to deliver more value than
someone else who is already on that
list and replace them to make room
for you.




           Dr. Mercola March 26, 2008      17
          Your List

• The value is in the RELATIONSHIP
with the list.
• Do NOT sell anything until you have
a good relationship with them!! - - Jeff
Walker Underground I
• Dan Kennedy “Personality in Copy”



            Dr. Mercola March 26, 2008     18
             Video

• Mandatory!
• Same rules apply
• YouTube will soon have HD video!
• Always try to educate them and give
them VALUE first and then offer your
solution
• Post to YouTube (10 million views)

           Dr. Mercola March 26, 2008   19
Logitech QuickCam Pro
     for Notebooks




       Dr. Mercola March 26, 2008   20
Get Clear on Your Purpose

 • You need to have a reason why
 • That is what will get you through the
 difficult times
 • My purpose is to catalyze
 transformation in the health care
 system




               Dr. Mercola March 26, 2008   21
   Email Deliverability

• We have 99% + deliverabilty
• Five mail servers 350K per server
• Issue number and date in subject line
• 11 AM Tuesday and Thursday is best
time and 3 PM next best, time zone of
those it is going to (ideally)
• Can refine with segmentation


              Dr. Mercola March 26, 2008   22
   Email Deliverability

Use an advanced email analysis tool such
as Lyris Email Advisor to test for SPAM or
display problems among the largest ISP's
and email client browsers.

Lyris.com




            Dr. Mercola March 26, 2008       23
        Email Deliverability
• Process your bounced emails. Specify an email
  address for bouncebacks and process them
  after each send.
• Many ISP's will downgrade your service for
  attempting to send to addresses that have
  expired.
• Scripts can be written to automate the
  processing of these 'bad' emails and remove
  them from your next send.

                 Dr. Mercola March 26, 2008       24
      Email Deliverability
• Domain Keys: verify you are a legitimate
  sender – no cost unlike bonded sender
• MX Records: Including valid SPF
• Reverse DNS check: The #1 verification your
  customers mail servers utilize.




               Dr. Mercola March 26, 2008   25
       Email Deliverability
• Provide an easy and obvious way for
  customers to unsubscribe.
• If they can't unsubscribe, they will mark your
  email as SPAM.
• If enough customers report the email as
  SPAM, you could potentially be blacklisted
  from the entire domain.



                Dr. Mercola March 26, 2008         26
            Mistakes
• You need to fail and fail often
• Nothing wrong with making mistakes
as long as your learn
• Might as well learn from others
• Cost me tens of millions of dollars
• Lost $500K first three years 1997-
2000

             Dr. Mercola March 26, 2008   27
          John Reese
Early on had photo service for eBay for
400,000 people. Many stopped using it and
his outsourced Russian programmer ran
report to find this out and then needed some
space on the server so he deleted 95% of his
customer service records. John estimates he
lost $20 million in sales for what he could
have sold them in additional products.
What was his mistake?

              Dr. Mercola March 26, 2008       28
            Moore’s Law




In September 1956 IBM launched the 305 RAMAC,
the first computer with a hard disk drive (HDD).
Weighed over a ton and stored 5MB of data.
               Dr. Mercola March 26, 2008          29
Western Digital 320 GB
    Passport 2.5“
 USB 2.0 Hard Drive




        Dr. Mercola March 26, 2008   30
Subject Line Mistakes
 • Used eHealthy News You Can
 Use from beginning to 2007
 • Then used forum to find most
 read article and used that
 • Unless it is a sales letter
 • Cost many millions


         Dr. Mercola March 26, 2008   31
Dropped Shopping Cart
      Mistakes
 • How would you like instant 15% in
 sales?
 • Staging order capture and authorize
 • Perry Belcher gained 30%
 • Used to be manual and two full time
 people now automated and one ¼ time
 person

           Dr. Mercola March 26, 2008    32
          Ad
       Mistakes
Keep ads and content SEPARATE




        Dr. Mercola March 26, 2008   33
Email Newsletter




   Dr. Mercola March 26, 2008   34
Email Newsletter




   Dr. Mercola March 26, 2008   35
 Email Sales Mistakes
• Sales letter 2-3 pages NOT long
email

• Integrated into normal newsletter
using subject line for lead article - -
eliminated complaints



              Dr. Mercola March 26, 2008   36
Email Sales Mistakes
• Sales letters were sent twice a month
• Primary source of revenue
• Many unsubscribes “selling”
• Now integrated into regular
newsletter with subject line for sales
promo
• Always put video on sales copy

            Dr. Mercola March 26, 2008    37
    Customer Service
        Mistakes
• Customer service
• Tony Zappos
• Absolute FREE golden nuggets from
beta testers to tell you how to improve
site
• Of course weed out nutcakes that
you should fire

             Dr. Mercola March 26, 2008   38
Dr. Mercola March 26, 2008   39
9-10   These are your "Promoters" or your "Idea
       Merchants" - Very satisfied and will trumpet
       your product or service any chance they get.

7-8    They are your "Passively Satisfied" customers.

0-6    They are the "Detractors" - fairly unsatisfied with
       you - Most likely to leave you for a competing
       product or service.




                 Dr. Mercola March 26, 2008                  40
   Segmentation
     Mistakes
• Did not segment email or sales copy
• 20% people turn off cookies
• Stopped using cookies and now
using tokens
• Much better for email and market
segmentation


         Dr. Mercola March 26, 2008     41
   Segmentation
     Mistakes
• Open email vs. non open
• Purchase vs. non purchaser
• By content interest
• Location so can optimize email
deliverabilty



          Dr. Mercola March 26, 2008   42
        Analysis
        Mistakes
• Have to TEST!!!
• Google Analytics for non-dynamic
and best of all it is FREE
• Many high end options but we use
SiteSpect.com - - 90% less expensive
• Check out our sales pages as they
are highly optimized!!

         Dr. Mercola March 26, 2008    43
          Infomercial
           Mistakes

• Don’t do infomercials
• Lost well over one million on this
venture
• UNLESS you have $5 to $25 million
to invest. Last year got excited and did
JV with company and I only lost $500K
before I realized this.

             Dr. Mercola March 26, 2008    44
  Now for the GOOD Stuff


• This one technique I learned at Underground II
  helped make me financially independent
• Hot seat mistake
• Only works for sites like ours with LOTS of
  content
• Who wants to know it?


               Dr. Mercola March 26, 2008     45
          One Million
        New Subscribers

• 2000 new subscribers EVERY day
• Light Box
• Fool.com works well for sites with lots of content
• Token, not cookie, to avoid displaying to
  subscribers
• Live Demo


                Dr. Mercola March 26, 2008      46
        Test Headlines
Get Free & Unlimited Access to This &
Unlimited Access to All Articles Instantly

Get this Article & Permanent Access to
50,000 Other Health Articles FREE Right
Now




                Dr. Mercola March 26, 2008   47
        Test Headlines
65
Get Free & Unlimited Access to This &
Unlimited Access to All Articles Instantly

554
Get this Article & Permanent Access to
50,000 Other Health Articles FREE Right
Now


                Dr. Mercola March 26, 2008   48
       Test Headlines
554
Get this Article & Permanent Access to
50,000 Other Health Articles FREE Right
Now

Get Free & Unlimited Access to This Article
(and Thousands of Others) Right NOW



               Dr. Mercola March 26, 2008     49
       Test Headlines
554
Get this Article & Permanent Access to
50,000 Other Health Articles FREE Right
Now

1241
Get Free & Unlimited Access to This Article
(and Thousands of Others) Right NOW


               Dr. Mercola March 26, 2008     50
        Test Headlines
65
Get Free & Unlimited Access to This &
Unlimited Access to All Articles Instantly

1241
Get Free & Unlimited Access to This Article
(and Thousands of Others) Right NOW



                Dr. Mercola March 26, 2008    51
     Another Mistake
• 40% traffic is to content page
• 60% traffic to sales pages
• Only 5% purchase on sales pages
• Losing 95% of traffic to sales page




             Dr. Mercola March 26, 2008   52
  Even More Subscribers

• What do you do with unsubscribes?
• Patrick Coffey Early to Rise
• Can JV with other similar sites and trade
  promos?
• If you want more income can give them affiliate
  offer
• Whatever you do TEST!


               Dr. Mercola March 26, 2008     53
Free Stuff




 Dr. Mercola March 26, 2008   54
   Content Galore
    RSS Feeds

• Google Reader
• SharpReader.net
• Scan 1000 posts per day
• Have entertainment posts, not just
health
• Member blog prescreens posts for
newsletter

          Dr. Mercola March 26, 2008   55
   Mindmeister.com
   Free collaborative
Mind Mapping software




       Dr. Mercola March 26, 2008   56
 Jing Project
Free Camtasia




   Dr. Mercola March 26, 2008   57
Blabberize.com




   Dr. Mercola March 26, 2008   58
       My Paid
   Recommendations
• Some under $10 some >$10K
• Five Books & Five Groups
• No affiliate links!
• Personally use and integrate all these
into my own system




             Dr. Mercola March 26, 2008    59
Dr. Mercola March 26, 2008   60
Hedgehog Principle




    Dr. Mercola March 26, 2008   61
Get the right
people in the right
seat on the bus!!




    Dr. Mercola March 26, 2008   62
Dr. Mercola March 26, 2008   63
     Top Grading

• The most important business
book I have recently read

• My focus for this year so I can
free myself and increase business
by 300%




          Dr. Mercola March 26, 2008   64
       Top Grading

• A players only 10% of workforce
• Most companies fail 75% of time
• Fired 14 people last year
• Lose $1.4M on $100K employee
• Can succeed 90-95% of the time in
hiring A players if you TopGrade




            Dr. Mercola March 26, 2008   65
         Top Grading

• Another mistake

• Last year fired 15 people most were
over $100K

• So $23 million dollar loss primarily in
opportunity costs



              Dr. Mercola March 26, 2008    66
          Hiring Clue

• If the person is technology inept but
really savvy other wise.
• DO NOT hire them..
• Every time we did it was a disaster.
• They have to be proficient on line and
with basic tools.
• I fired a really excellent copy writer
and he could not use Excel, we had to
teach him
              Dr. Mercola March 26, 2008   67
Dr. Mercola March 26, 2008   68
 Getting Things Done

• Two Minute Rule
• Capture everything
• Process regularly (notes!!)
• Weekly Review




             Dr. Mercola March 26, 2008   69
  Getting Things Done

• Outlook folders
• How many have Outlook?
• Schedule phone calls in Outlook by
time zones,
• Waiting Folder
• Review Folder
• Go through them once a week


             Dr. Mercola March 26, 2008   70
 Getting Things Done

• Worth MILLIONS
• Voice Recorder




           Dr. Mercola March 26, 2008   71
 Olympus WS-311M
Digital Voice Recorder




       Dr. Mercola March 26, 2008   72
  Getting Things Done

• Multi task while exercising and listen
to MP3 player with great audio
teaching files
• Nightingale Conant




              Dr. Mercola March 26, 2008   73
Dr. Mercola March 26, 2008   74
Power Full Engagement

 • Determine your single most
 important project
 • Work 90 minute segments with NO
 interruptions
 • Take 30 minute break to recharge




           Dr. Mercola March 26, 2008   75
  Killercovers.com
 Vaughan Davidson
          or
Cover Action Pro. com




      Dr. Mercola March 26, 2008   76
            Altitude

Tom Bell who said was one of best events
he ever attended
Mark Joyner, Joe Polish
Carlos Garcia, John Carlton
Brad Fallon
Buck Rivizi Pipeline Profits
Declan Dunn
Even Yanik was at first one



            Dr. Mercola March 26, 2008     77
      Dan Sullivan
Strategic Coaching.com

•   Nearly all Dan Kennedy Platinum in this
•   Double your income
•   Double your free time
•   Unique ability
•   Differentiating days into:
         • Free Days
         • Focus Days
         • Preparation Days

              Dr. Mercola March 26, 2008      78
 MyLifeBook.com

Career
Finances
Character
Emotions
Health and Fitness
Intellectual Life




         Dr. Mercola March 26, 2008   79
MyLifeBook.com

Spiritual Life
Quality of Life
Love Relationship
Social Life
Parenting




        Dr. Mercola March 26, 2008   80
MyLifeBook.com

Each category create a:
  •   Premise
  •   Vision
  •   Purpose
  •   Strategy




         Dr. Mercola March 26, 2008   81
     Master Mind

• Napoleon Hill Think and Grow Rich
• Yanik’s Mastermind
• Your own




         Dr. Mercola March 26, 2008   82
Are You Interested?

• www.UG.Mercola.com
  •   Joint Venture
  •   Biz Development
  •   Executive Position
  •   Mastermind




           Dr. Mercola March 26, 2008   83
Are You Interested?

• Anyone that VALIDLY signs up will
get two MAJOR Bonuses
• Ken Evoy Make Your Site Sell
• Email Deliverability Secrets

•   www.UG.Mercola.com



         Dr. Mercola March 26, 2008   84

				
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