This presentation is from Affiliate Summit East 2013 (August 18-20, 2013) in Philadelphia, PA). Session Description: How to drive 30 million people to your ideas, products and services by building your own mass audience, through the power of collaboration, mass media and partnerships. You can do this too.

2. THE SECRET SAUCE TO
BUILD YOUR MASS AUDIENCE
Don’t miss why this works …

3. I’m Going to Ask You a Question,
But First You Should Know…

5. What’s The Best Way to
Help You Succeed Fast?

6. You Just Hit The Easy Button!

7. From the Clear to the Fuzzy
Why
How
What

8. How Do I Help You Succeed
As Fast As Possible?
Tell you what to do?
Tell you how to do it?
Tell you why?

12. Get Stevie from where he is sitting, past the
obstacles, and safely out the door behind you.

13. You Can Tell Stevie “What” To Do
“Walk across the room, avoid the
obstacles and go through the door
behind me.”

14. You Can Tell Stevie “How” To Do It.
“Stand up slowly, keeping your head down below
three feet, move forward six inches, turn at a 68
degree angle to the right, move your left foot up six
inches … etc.”

15. You Can Give Stevie a Good
Reason Why to Do It.
“There’s a man about to blow your head off with a gun!
Get out of here, because he’s trying to kill you!”

16. Which One Works Best
in Real Life?

17. “What” is Easy!

18. What Does This Company Do?

19. What Does This Company Do?

20. What Does This Company Do?

21. What Do All of These
Companies Do?

22. How Do They Do It?

23. What Makes Them Different?

24. THE “WHAT” MARKETING
MESSAGE
We make great computers

25. THE “WHAT” MARKETING
MESSAGE
They are beautifully designed, simple to use and user friendly.

26. THE “WHAT” MARKETING
MESSAGE
Want to buy one?

27. THE “WHY” MARKETING
MESSAGE
We believe in challenging the status quo. We believe in thinking
differently.

28. THE “WHY” MARKETING
MESSAGE
We challenge the status quo, by making our products beautifully
designed, simple to use and user friendly.

29. THE “WHY” MARKETING
MESSAGE
We happen to make great computers.

30. THE “WHY” MARKETING
MESSAGE
Want to buy one?

32. Golden Rule

34. The Goal
• The goal is not to do business with
everybody who needs what you have.
• The goal is to do business with people
who believe what you believe.

35. It’s Biology, Not Psychology

36. BRAIN FUNCTION
Reptilian Keeps Us Alive

37. BRAIN FUNCTION
Limbic corresponds with our feelings (trust, loyalty)
Limbic controls human behavior and decision making.
Limbic has no capacity for language

38. BRAIN FUNCTION
Neocortex corresponds with the “What” level. (Rational Thought,
Language)

39. BRAIN FUNCTION
When we talk from the outside in it’s easy for our brain to
understand, the facts and figures.
Why
How
What

40. BRAIN FUNCTION
When we talk from the inside out, we are talking directly to the part
of the brain that controls behavior.
Why
How
What

41. BRAIN FUNCTION
We decide based on “Why” and rationalize based on “What.”
Why
What

42. Why Don’t We Buy?
You know all the facts and
figures, but it just doesn’t
FEEL right.

43. Why Should Someone Buy If YOU Don’t
Know “Why” You Are Offering It to Them?

44. WHY IDEAS SPREAD
The Viral Secret …

45. The Law of Diffusion of Innovation
True Believers

46. 250,000 People
I Believe!

47. The “I Have a Dream” Speech
Not, “I Have a Plan”

48. Do You Want
Step-By-Step Instructions?

49. “Step – By – Step” Instructions
• Step One: Draw a Triangle and color it
with pencil or pen so darkly it can’t be
erased.
• Step Two: Ignore Step One

51. So… If It’s So Easy,
Why Haven’t You Done It?

52. I Would But …

53. I’m going to do that, when …

54. PRETENDING

55. “BUT, I TRIED THAT AND
IT DIDN’T WORK”

56. “IF AT FIRST YOU DON’T
SUCCEED, YOU’RE RUNNING
ABOUT AVERAGE.”

57. “Many People Die At Age 21, and
Don’t Get Buried Until They’re 65”
- Les Brown

58. “Good Things May Come to
Those Who Wait,
but Only What’s Left Over By
Those Who Hustle”
- Abraham Lincoln

59. “When you go out in life looking
for friends, they’ll be scarce,
but if you go out looking to be a
friend, they’ll be everywhere”
- Zig Ziglar

60. Three Keys to Making Money
Audience Conversion
Product
Or
Service

61. How to Build an Audience
of 30 Million People

62. Why Would You Want To?

63. Ten Steps
For Building a Mass Audience

64. Step #1
Realize you Can’t
Do This Alone

65. Nobody Knows
How to Make a Pencil
No single person has all of the knowledge
required to make one pencil

66. Step #2
Get a Mentor

67. 1. To Listen to you
2. To point you in the right direction
3. To inspire and motivate you
4. To share their experience.
5. To teach you systems, strategies and
tactics
6. To save you time, money and stress.
7. To help you avoid mistakes.
8. To build your network and make
connections
9. To be your best critic and reality
checker.
10.To celebrate your success
Top 10 Reasons You Need a Mentor

68. Step #3
Follow a
Proven Blueprint

69. Why Re-Invent the Wheel?

70. Take a Proven Path

71. Then Expand the Possibilities

72. Step #4
Create Real Value

73. The Easiest Way
to Increase Value
Collaborate

74. Start from the Core
Keep Adding Value

75. Step #5
Create the Mission,
Vision, Values and
Message that
Becomes Your Brand

76. Stand for Something!

77. Step #6
Build a Community

80. Step #7
Build the Pressure

81. Top 3,000 Sites On the Internet

82. Step #8
Leverage Multiple
Media and
Communication
Channels

84. Step #9
Break the
Viral Coefficient
Barrier

85. Create
Something
Clearly
Valuable
Find 10
People Who
Want It
Motivate Each
Person To
Find 2 More
People Who
Want It.
Convince One
Out of Ten To
Buy It At a
Significant
Profit
Find Out What
Else They
Want
Break the
Viral Coefficient
Barrier
Break The Viral Coefficient Barrier
Start Here

86. Origami
• Take a sheet of paper
• Fold it in half
• Fold it a second time,
and a third time.
• Continue folding -- if
you can.

87. • At 7 folds it is as thick
as a notebook.
• 10 times, it would be
as thick as the width
of your hand
• It can only be done
about 12 times
• But …
Origami

88. • At 17 folds it would be
taller than your
average house.
• At 60 folds it has the
diameter of the solar
system.
• At 100 folds it has the
radius of the universe.
Origami

89. Origami – Here’s the Math
• n 2**n km (0.1*10**-6 * 2**n)
• 0 1 0.1 x 10**-6
• 1 2 0.2 x 10**-6
• 2 4 0.4 x 10**-6
• 3 8 0.8 x 10**-6 finger nail thickness
• 4 16 1.6 x 10**-6
• 5 32 3.2 x 10**-6
• 6 64 6.4 x 10**-6
• 7 128 12.8 x 10**-6 thickness of a notebook
• 8 256 25.6 x 10**-6
• 9 512 51.2 x 10**-6
• 10 1024 0.1 x 10**-3 width of a hand (incl. thumb)
• 11 2048 0.2 x 10**-3
• 12 4096 0.4 x 10**-3 0.4m height of a stool
• 13 8192 0.8 x 10**-3
• 14 16384 1.6 x 10**-3 1.6m: an average person's height (yeah, a short guy)
• 15 32768 3.3 x 10**-3
• 16 65536 6.6 x 10**-3
• 17 131072 13.1 x 10**-3 13m height of a two story house
• 18 262144 26.2 x 10**-3
• 19 524288 52.4 x 10**-3
• 20 1048576 104.9 x 10**-3 quarter of the Sears tower (440m)
• ... .... .... ....
• 25 33554432 3.4 x 10**0 past the Matterhorn
• 30 1073741824 107.4 x 10**0 outer limits of the atmosphere
• 35 34359738368 3.4 x 10**3
• 40 1099511627776 109.9 x 10**3
• 45 35184372088832 3.5 x 10**6
• 50 1125899906842624 112.5 x 10**6 ~ distance to the sun (95 million miles)
• 55 36028797018963968 3.6 x 10**9
• 60 1152921504606846976 115.3 x 10**9 size of the solar system?
• 65 36893488147419103232 3.7 x 10**12 one-third of a light year
• 70 1180591620717411303424 118.1 x 10**12 11 light years
• 75 37778931862957161709568 3.8 x 10**15 377 light years
• 80 1208925819614629174706176 120.9 x 10**15 12,000 light years
• 85 38685626227668133590597632 3.9 x 10**18 4x the diameter of our galaxy
• 90 1237940039285380274899124224 123.8 x 10**18 12 million light years
• 95 39614081257132168796771975168 4.0 x 10**21
• 100 1267650600228229401496703205376 126.8 x 10**21 (12 billion light years) approx. radius of the known universe?

90. Here’s the difference …
• Incremental
– Add one customer every day
– In 30 days you have 30 customers.
• Exponential
– Double your customers every day
– In 30 days you have 536,870,912 customers.

91. But remember …
• It USUALLY gets harder each time you
double something.
• There are physical restraints
• There are limits to the market

93. Step #10
Build Systems
and Automate

95. But …
You Can’t Do this Alone!

96. Think Oprah Did It Alone?

97. Think Oprah Did It Alone?

98. Think Oprah Did It Alone?

99. Don’t Know Where To Start!

100. Abilities
Add experience
Add experience
Add experience
Knowledge Skills Insights
Start Where You Are Now!

101. There’s Too Much To Know!

102. WHAT ARE YOU MISSING?
You know what you know, but …

103. How Many “F”s Are In
The Following Sentence?

104. MY FINISHED FILES ARE
THE RESULT OF YEARS
OF SCIENTIFIC STUDY
COMBINED WITH THE
EXPERIENCE OF YEARS.
15 SECONDS

105. Don’t Try To Learn It All!

106. Too Many Insights Required!

107. This is a most unusual paragraph. How
quickly can you find out what is unusual about
it? It truly looks so ordinary, you’d think
nothing was wrong with it and, in fact, nothing
is wrong with it. It is unusual, though. Why?
Study it. Think about it and you many find out.
Try to do it without coaching. If you work at it
for a bit, it will dawn on you. So jump to it! Try
your skill at figuring it out, if you can. Good
luck – and don’t blow your cool!
60 SECONDS

108. That’s What Mentors Are For!

109. You Can Joint Venture
If You Can Get A Cup Of Coffee

110. How Do You Get BIG Results?

112. First Action Steps
• Get a Mentor
• Follow Their Blueprint
• Learn By Doing

113. With Your Mentor
1. Get Inspired and Motivated
2. Create Your Value
3. Clarify Your Message
4. Build Your Community
5. Build The Pressure
6. Use Multiple Communication Channels
7. Break the Viral Coefficient Barrier
8. Create Systems and Automate