Roland Frasier presentation at the Number One Book System live event in Orlando, Florida in December of 2013

1. “Case Studies:
Building a Business
From Your Book”

2. FÜNNÊLIFICĄTIÕN

3. PP Audios
Live Events
Franchises
Infomercials
Masterminds
Clinics
Spin-Offs
Continuity
Supplements
Skin Care
Speaking
Webinars
On Site Training
Retail Stores
Joint Ventures

5. Self Liquidating
Offers
Free or Paid
Content
Water Line AR Soap
Opera Series
AR Upsell
AR
AR
AR
AR
PRODUCT
UPSELL
Your Ideal Funnel

6. Free Training
Senior Tech-Ed
“Box of Shat”
Franchise Sales
Lead Sales
Free Report
Paid Webinars
Software
Consulting
Equity
Free Book
Consulting Class
Done For You
Mastermind
Joint Ventures

7. Self Liquidating
Offers
SLO SLO
Water Line
$
$$
$$$
$$$$
$$$$$
$$$$$$$
Channel
Channel
Channel
Channel
Channel
AR Soap
Opera Series
AR Upsell
AR
AR
AR
AR
AffiliateBucket
House
Products
Ferris Wheel
Channels: “Reach” activities. How you get in front
of prospects. Affiliates, PPC, Facebook, YouTube,
Article Marketing, Trade Shows, TV, Radio, Kindle,
blogs, etc. Different channels respond to different
offers and content. Drive them to an opt-in.
SLOs: “Acquire” activities. How you acquire
prospects. Free reports, small-ticket sales, opt-ins.
Get them on an email list.
Water Line: Offers above line change often. Below
line are products and upsells. Change less often.
Soap Opera Series: Email series that is offer-
specific.14 to 30-day campaigns, once they’ve
opted in, for one product only. Auto Responder
Madness.
PRODUCT
UPSELLFerris Wheel: If no purchase made on
SOS, rotate prospect back thru house
product SOSs, 3 to 4 emails each, to get
them to opt in to a new SOS series.
AffiliateBucket: If no house
products purchased, rotate
prospect thru affiliate offers,
sponsored ads, broadcasts,
new product launches.
List Segmentation: Once they opt in to a list, automatically
segment the list by auto-removing them from other lists.
Channel
SLO
Free or Paid
Content
Channel
Channel
Source: Eric Jones

8. CORE
PRODUCT
Product Line Extensions: Vertical and Horizontal line extensions. Vertical products offer greater
depth or complexity. Horizontal products offer breadth, including alternatives, complementary
product, and affiliate products.
PRODUCT
Level 2
PRODUCT
Level 3
PRODUCT
Level 4
PRODUCT
Level 5
Vertical Example: (Golf) Putting
Putting 101: Grip, Stance, Posture, Alignment,
Basic Stroke. For New Golfers
Putting 102: Line & Speed Control. Basic Green
Reading. Aiming. Level 2 Skills.
Putting 103: Advanced Putting Stroke. Lag
Putting. Advanced Green Reading.
Putting 104: Touch & Feel. Rhythm. Mental
Skills Intro. Advanced Lag Putting
Putting 105: Advanced Speed Control.
Tournament Putting. Strategies. Mental Skills
CORE
PRODUCT
Horizontal Line Extensions
Complementary
PRODUCTS
Affiliate
PRODUCTS
PRODUCT
Variation
PRODUCT
Variation
Example: (Golf) Putting
CORE
PRODUCT
Faults & Fixes
Affiliate
PRODUCTS
Belly & Long
Putters
Alternative Styles (Cross-
Grip, Claw, Side-Saddle)
Source: Eric Jones

9. Self Liquidating
Offers
FREE
+
$7
Rpt
“Kit”
Free or Paid
Content
Water Line
Core Product
Speed & Automation
Membership Site
Live Event
Group MM/Consult
One on One Consulting
TV
YouTube
AffiliatesPPC
Radio
Facebook
Email
AR Soap
Opera Series
AR Upsell
AR
AR
AR
AR
AffiliateBucket
House
Products
Ferris Wheel
Channels: “Reach” activities. How you get in front
of prospects. Affiliates, PPC, Facebook, YouTube,
Article Marketing, Trade Shows, TV, Radio, Kindle,
blogs, etc. Different channels respond to different
offers and content. Drive them to an opt-in.
SLOs: “Acquire” activities. How you acquire
prospects. Free reports, small-ticket sales, opt-ins.
Get them on an email list.
Water Line: Offers above line change often. Below
line are products and upsells. Change less often.
Soap Opera Series: Email series that is offer-
specific.14 to 30-day campaigns, once they’ve
opted in, for one product only. Auto Responder
Madness.
PRODUCT
UPSELLFerris Wheel: If no purchase made on
SOS, rotate prospect back thru house
product SOSs, 3 to 4 emails each, to get
them to opt in to a new SOS series.
AffiliateBucket: If no house
products purchased, rotate
prospect thru affiliate offers,
sponsored ads, broadcasts,
new product launches.
List Segmentation: Once they opt in to a list, automatically
segment the list by auto-removing them from other lists.
Trade Show

10. Monetization Strategies
• Online Course
• Books/Reports
• Audios/Videos
• Speaking
• Supplements
• Software
• Webinars
• Live Events
• Newsletter/Subs
• Masterminds
• Membership Site
• Franchises
• Consulting/Coaching
• Sales Reps
• Physical Products
• Tele-Seminars
• Services
• 1:1/Group Coaching
• Licensing
• Deals/Stock

11. Self Liquidating
Offers
Free or Paid
Content
Water Line AR Soap
Opera Series
AR Upsell
AR
AR
AR
AR
PRODUCT
UPSELL
Your Ideal Funnel

12. Autoresponder 1
Content 1
Welcome. Make them feel
good about signing up.
Reiterate what got them
there (Topic) or need.
Set Expectations
Set up email folder
Benefits of emails
Tasks they do
What they will learn.
Ask question or start story
with a “Gain” slant
Autoresponder 2
Content 2
Heads-up tease what’s coming
Philosophy
Continue “Gain” story from
email #1
Start second story based on
“Success”
Find “Hook” – Strengths or
weaknesses
Task: Set up Email Folder
Autoresponder 3
Content 3
More Content.
Wrap up Gain Story from
email #1
Heighten tension in Success
Story from email #2
Intro “Fear-based” Story #3
Task: Easy Activity that
provesa concept (freeline
material that give them an
experience and success)
Autoresponder 4
Content 4
More Content
Wrap up Story #2
Heighten tension #3
Intro Story #4 - Success
story of someone who
overcame Fear from email
#3
Task follow-up …
Roadblocks
Autoresponder 5
Content 5
More Content
Wrap up Story #3
Heighten tension #4
Intro Story #5 - Logic
Weekly Review and Recap
Review results they should
be experiencing from Tasks
Survey
Story 1
Intro
Story 1
Problem
Story 1
Resolution
Story 2
Intro
Story 2
Problem
Story 2
Resolution
Story 3
Intro
Story 3
Problem
Story 3
Resolution
4-Day Cash Machine 1
IntroduceSale
Create Hook. Differentiator
Add Value – Bonus
Product or Result Story
Product Review
Sub-list Opt-in
4-Day Cash Machine 2
Demonstrate Value
Talk about Bonus Benefits
Describe or Review Product
4-Day Cash Machine 3
Add Value
Reveal Bonus
Inject Scarcity
4-Day Cash Machine 4
Make Offer
Discuss Benefits
Close Cart
Call To Action
Story 1
Intro
Story 1
Resolution
Story 2
Intro
Story 2
Resolution
Story 3
Intro
Story 3
Resolution
Source: Eric Jones

15. Free Course 2.3% Opt-in
Repurpose
& Rotate
4.6% Opt-in
None N/A $19 Software
1,710
Customers
$32,490
3 x $67 15.4% CR
$17,186
Annual Plan
+ VSL
23.1% CR
$47,638 New
$20,623 AP
Consulting
Back-End
Consulting
In Funnel
$15,000
11 Part
Series For
Consulting
7 Day SOS
4 Day Sale
4 Day Survey
Siphon
$10,000
$20,000
Consulting +
$35,800
Product

16. Total
Revenue
Total
Increase
$27,100 $171,551
633%
Annually $325,200 $2,058,612

18. Sound Hard?
Complicated?

19. “Work With Us
Marketing Partner Program”
(or, Our Evil Plan For Creating #1 Book System)
A 90 Day Plan to Design Your Marketing
Funnel, Create All Your Marketing Assets
& Launch Your Business

20. 3 Simple Steps to Success
• Step 1: Design Your Marketing Funnel
• Step 2: Create All Your Funnel Content
• Step 3: Build Out The Complete Funnel

21. Step 1: Design Your Marketing Funnel
• Why? Your book may change
• Private 1 on 1 sessions to design your ideal
funnel
• Complete step 1 with the same funnel our
$25k private consulting day clients receive
• After Step 1 you have your Lead Magnet, Trip
Wire, Core Product, Profit Maximizer & Return
Path all designed and ready to create.

23. Step 2: Create Your Funnel Content
• We work together to fit your book to the
funnel we designed together.
• We work with you to create the other content
you need for your funnel.
• After Step 2 you have your Lead Magnet, Trip
Wire, Core Product, Profit Maximizer & Return
Path content

30. Step 3: Funnel Build Out
• Do it yourself or have our outsourced team
build it out for you
• Work with our proven team of outsourcers
• You pay the same thing we pay.
• If your offer is a fit for our list, we’ll even
market it to our list as your affiliate
• After Step 3 you have your complete
marketing funnel built and ready to launch

32. That's the good news …
• The bad news is that this program is not for
everyone
• We only have the time and resources to
partner with 15 people for the rest of this year
• You must qualify
• It’s Expensive - Between $5,000 and $20,000
depending on the scope of the project.

33. “Work With Us
Marketing Partner Program”
• The most important thing is to get started
• Model our success with us as your personal
mentor
• Get done in 90 days what most people take
years to accomplish, if ever.
• To see if you can qualify go to the back and
see the staff and set an appointment for a
one-on-one with a book business expert.

34. Questions
At The Back