http://fatcowbusiness.com/join and my book based on this is at http://fouryearoldentrepreneur.com/ Dave Cupples Keynote at Affiliate Summit East 2012 in New York City #ase12

1. Dave Cupples
FatCowBusiness.com
Tweets LIVE #ASE12
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Retweet, Comment,
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@FatCowBusiness
FatCowBusiness
Slides: FatCowBusiness.com/ASE12
BOOK: FourYearOldEntrepreneur.com

3. While in School in 1999 …
Image: onechickennugget.wordpress.com

4. Secret #1
It’s not about you, it’s about them
Be an Entrepreneur, pick the gaps in the
market & give people what they want
Image: rosencoaching.com

5. Low Hanging Fruit
and Gaps in the Market
• Invest your time, money, resources on the best
opportunities → the low hanging fruit
• Pick the GAPS in the market:
↑More Searches / Demand
↓Less Competition / Websites
Image: marspec.com

6. Google Insights - http://fcow.co/GI
Check Image: zacjohnson.com

7. Top Searches & Rising Searches

8. Scrape Google Suggest → Übersuggest
• http://fcow.co/US

9. Question & Answer Sites
VIDEO: Top 10 Q & A sites for affiliates → http://fcow.co/QA

10. • Quora → Social Q & A site for influencers who
share and retweet
These are the
questions
people are
demanding
blog posts and
videos about!

11. Give Journalists what they want:
• SourceBottle and HARO

12. Using hot topics for PR – iclothing.com.au

13. Secret #2 - Learn from other people
and at least learn from yourself
Image: drog.me

14. Success leaves clues …
Don’t reinvent the wheel … Reverse engineer
what is working for your competitors
Image: ifun.ru

15. Find competitors’ top pages & backlinks
• Open Site Explorer
Example: problogger.net
Example: incomediary.com
VIDEO: Spy on competitors’ top pages & backlinks →
http://fcow.co/OS

16. How to steal competitors’ customer
information to laser target Facebook Ads
LIKES
Female
Aged 35-50+
High Income
College / Grad
School
QuantCast
How to steal competitors’ customer information to laser
target Facebook Ads → http://fcow.co/QC

17. Secret #3
The Key to any Successful Business is
Repeat Customers & Relationships
It is far cheaper
to market to an
existing customer
than to a
new customer
Image: simpsoncrazy.com

18. First time customers
Questions, Scammers, Timewasters,
Hassles … NO TRUST
Image: gottatopic.com & swing-smarter-baseball-hitting-drills.com

19. Compare to repeat customers …
• The value in a business is all about relationships
• E.g. Zappos: 75% of orders → repeat customers
Image: flickr.com/sharynmorrow
Image: merchantstand.com

20. CatchOfTheDay.com.au
2 brothers = $200 million
Customer just placed their 89th order
… their #1 customer has 246 Orders

21. • You don’t want customers that just need what
you have …
• You don’t want workers or partners who just have
the skills you need …
You want people who believe what
you believe What
How
Why
“People don't buy what you do,
they buy why you do it” Simon Sinek Image: igossip.com

22. Many levels of customers / relationships
1) Build a list of end users / customers
2) List of JV Partners / Affiliates to leverage and
grow your business fast
3) The ultimate customer who will buy your
business. Strategic Value – Ask “who can make
more money from your business than you can?”

23. Spreets.com.au
10 months = $40 million

24. Secret #4 – Nothing will happen unless
you make it happen
Call to Action + INCENTIVIZE!
How to Incentivize Social Media Followers like Cows →
http://fcow.co/CW Image: braincram.co.uk

25. Mint.com / Strongmail Split Test
• 3 different incentives to refer friends to join
A – Competition to Win iPod Nano
B – No incentive (control group)
C – Beta access to exclusive features
Source: strongmail.com - http://fcow.co/ST

26. How to supercharge email opt-ins
• Incentive → free eBook / video / digital content
• Email subscribe form BIG, BOLD, TOP RIGHT
THIS is the
business asset
you are
building!
Screenshot: johnchow.com

27. • PopupDomination → increases signups 500%
• Top Feature Box → increases signups 500-1000%
more than sidebox, without popups
Screenshot: chrisbrogan.com
Screenshot: ryanlee.com

28. How to Incentivize users to LIKE your
Facebook Page using an iFrame Reveal Tab
BEFORE clicking LIKE
AFTER clicking LIKE
Screenshot: facebook.com/redbull

29. Free app - Static HTML: iframe tabs
• Add Reveal Tab Tutorial → http://fcow.co/IF

30. How to incentivize visitors to share on
Facebook & Twitter
• Cloudflood – create free share button to access link
• Social Easy Share – Unlock content by sharing
- Build Email List from Facebook App
How to Incentivize Users to Share → http://fcow.co/IN

31. • PunchTab – Uses Facebook Connect, earn
loyalty points for liking, commenting, sharing
• List Eruption – No app access needed, Reward
sharing special link on Social Media with gifts

32. Comparison Effect – People buy based
on what is next to it
• Which orange circle is bigger?

33. Psychological framing – 3 Options
• Question becomes not “should I buy” but which one?
• Show them what to do → suggest most popular option
Screenshot: basecamphq.com

34. How I made my first $100 and learned
the most amazing lesson in life
Secret #5
Give Value
First
Image: flickr.com/33623636@N08

35. Rent the eyeballs
vs
Own the eyeballs
Image: flickr.com/skrewtape

36. How Facebook and Social Media
differ from Search Marketing
• Facebook says “find users before they search”
• Earlier stage of sales funnel
• Different approach → more “soft” sell
• Give value first and create desire
• Not “hunting” but more like “fishing”
Image:
designdamage.com

37. Case Study – Aquabumps.com
Started by a surfer who posted photos of Bondi Beach
every morning to cheer up mates in the office …

41. Social Media Fans are a lot like
women …
Image: desktopdolls.blogspot.com

42. How do you make someone want
something?
Image: bellevuechristiancounseling.com

43. Split Test: Do Testimonials Increase Sales?
• Wikijob A/B Test with Visual Website Optimizer
Which page had the most sales?
A – Original (No Testimonials) B – Testimonials Added
Source: VisualWebsiteOptimizer.com - http://fcow.co/WJ

44. Secret #6 – The Real Magic of Social
Media is Connecting, Partnering &
Leveraging off other people
• Find influencers with similar target market
• Leverage other databases- reciprocal mail outs
• Sharing on Facebook / Twitter
• Paper.li – mash up other RSS feeds & tweet
• Interviews, Testimonials, Reviews, Comments
Image: totalmerchant.net

45. Guest Blogging: Write Content - Get Links
• MyBlogGuest → connects Guest Bloggers to
websites looking for Guest Posts, Technorati.com
How to find top sites seeking guest bloggers + Top 20 IM
sites seeking posts → http://fcow.co/GU

46. Spread your content to other websites
• Zemanta – Firefox Add-on http://fcow.co/ZE
Spread content to other websites with Zemanta →
http://fcow.co/ZE

47. Tools to find Influencers
• FollowerWonk – search keywords in Twitter Bio
• Klout – Measure influence & reach
• WeFollow – top influencers in each category
How to find top influencers in your niche→ http://fcow.co/TI

48. The Age of People Discovery – Removing
barriers to connect with people
Image: hra.ca

49. The Age of Creation
Your audience now has an audience
Image: venturebeat.com

50. Meanwhile in Australia …
PLANKING!!

51. Thank you Incentivize.com by CPAWay-
$1500 Charity Donation
• Support Incentivize.com by CPAWay
• Vote + submit YOUR fundraising
pages to DonateSponsor.org
Recommended: GiveThanksWalk.org

52. Secret #7 – Focus on what you do have
and what you can do … and do it!
• Nick Vujicic - NickVujicic.com

53. Every change is a massive opportunity …
• People want free → but will
build your business free
• Content Recommendations
+ Social Personalized Search Image: flickr.com/annebb

54. Take Action
“Choose, don’t react. Don’t take what’s given to
you by the environment that you walk by each
day. Decide precisely what you want … and
make that happen”
Anthony Robbins Image: flickr.com/lorilove

55. Thank You
Slides, Videos, Tutorials free at:
FatCowBusiness.com/ASE12
Book: FourYearOldEntrepreneur.com
FatCowBusiness, DaveCupples
@FatCowBusiness, @DaveCupples
Dave@FatCowBusiness.com