How Money Is Made [Example]

“The one who falls and gets up is stronger than the one who never tried. Do not fear failure but rather fear not trying.”
― Roy T. Bennett


In the 2nd post in this series I gave you an example of the Dollar Shave Club commercial.

That commercial launched a multi-million dollar business that was sold to Unilever for $1 billion.

A commercial like that could be made with an iPhone and a little imagination.

My daughter decided to give it a try. She’s a Junior in college so take that for what it is but I think it’s a pretty good example of how you could easily create your own commercial with limited equipment and a little imagination.

It has many of the same features that I mentioned – a little humor, down-to-earth and likeable people who are not professional actors or models…

Hopefully it encourages you to try something different for your business… you can do it!

How Money Is Made [Part 3]

The ladder of success is best climbed by stepping on the rungs of opportunity.
– Ayn Rand


Last time I introduced you to three greek words: ETHOS, PATHOS and LOGOS.

Pathos is the key to inspiring your customers to move to action – to buy from you.

There are two primary methods for using pathos in your messages to customers:

1) by a metaphor or storytelling (stories of other people) commonly known as a hook,
2) by personal anecdote (a personal story)

The way in which those methods are used is critical to your success.

You won’t get very far without a framework for pathos. The framework must be used to determine the tone and personality of your messages.

In the example I gave you, the Dollar Shave Club commercial, there was a certain tone and personality employed that made it resonant with so many potential customers.

Can you tell me what is what? Here’s my take on it:

1. Down-to-earth authenticity
2. Good natured humor

Part of what makes that commercial work so well is that in the video there’s no fancy offices, nothing but a lot of boxes and a big low-rent warehouse with one employee who looks like another ‘average’ working guy and someone in a mascot outfit.

It’s obvious none of them are ‘professional’ actors or models – in other words the tone and personality of the commercial is that it’s “authentic” with a dash of “humor”.

Contact me! Let me know what product or service your working with and I will offer suggestions on how to use pathos to your advantage in your marketing.

Just hit reply to any email you receive from me.

There’s no charge…

Until next time.

How Money Is Made [Part 2]

“Life’s most persistent and urgent question is, ‘What are you doing for others?'” -Martin Luther King, Jr.



In the last post I said I would show you how money is made on demand.

Just be aware I’m going to throw three greek words at you 😉

Those three words are:


Ok, we have a lot of cover so let’s get started.

There are only two ways to make money on demand:

1) Be the only supplier, in a specific geographic area, of a much needed commodity (water, food, shelter, clothing)


We will talk about ethos and logos too, but pathos is the key to making sales when you can’t be the only supplier of a basic commodity – which pretty much means everything else.

What is pathos?

Well it’s been around for more then 2500 years (we can credit Aristotle for making it popular, but it was used long before his writing about it) and it has moved more products than any single marketing technic in the history of mankind.

Pathos is the reason you bought the last thing you really, really wanted.

Pathos is the emotional component of a sale:

1) the thrill of discovering it’s available to buy,
2) the building of desire for it,
3) the anticipation of owning it,
4) the excitement that comes with its possession.

Pathos is the cause of 99.9% of all the sales made anywhere in the world.

You could describe pathos as an “appeal to the emotions” of those you are trying to persuade to buy whatever you’re selling but that is an over simplification of pathos.

There are two primary ways in which pathos is used to persuade you to buy a product or service:

1) by a metaphor or storytelling (stories of other people) commonly known as a hook,
2) by personal anecdote (a personal story)

Here’s an example. Have you ever seen the commercial for the Dollar Shave Club?

You can see it here on YouTube:

A couple of observations:

1. You could create this video with an iPhone inexpensively
2. The video has 25 million views.
3. The commercial launched a business
4. The business became so successful it was sold to Unilever for $1 Billion

That’s billion with a capital “B”…

Emotion sells. What’s the emotion in this commercial?

Underdog. “Average Joe” appeal. Humor

Don’t underestimate humor to sell when used correctly.

Of course, there’s much more to it and we’ll get more in-depth as this series continues…

Until next time.

How Money Is Made [Part 1]

“The way to get started is to quit talking and begin doing.” – Walt Disney

This isn’t the usual kind of post I write. It’s kind of personal.

I’m going to give you something really valuable in this email series but you’re going to have to work at it to grasp its significance. Sorry for that, but it’s unavoidable for reasons that will become obvious.

First, I hate talking about myself. I don’t think I’m that interesting a person. But I do have one unusual skill you might find interesting:

I know how to make money whenever I want.

In other words, I can make money on demand.

How much? Several millions of dollars, so far, actually.

And I want to pass this skill on to you. I want you learn how to do it too.


First. If you learn this skill it will take nothing away from me. So why not?

Second. The last thing I want to do is keep it to myself and eventually pass without sharing.

That would be a tragedy, I think, for both of us.

Third. It’s not hard to learn. Anyone can do it.

Seriously, anyone. Yes, that means you. Not only that but it really takes me less than 10 hours a week of actual “work”…

And, I’m not talking about anything sketchy… this is legal, honest and totally do-able.

In the next few posts I will share with you exactly what this skill is and how you can use it to make money on demand too. And I’ll show you how money is made from this skill all across the Internet… from blogs, to YouTube to eBay and Etsy and Patreon and more…

Leading Your Customers (part 2)

In the last lesson we talked about the importance of leadership in marketing.

Let’s take a closer look at what that means when you’re communicating to your prospects and customers through ads, letters and other marketing collateral.

Magazine ads lose effectiveness after 90 days and the average person forgets 80 per cent of what they’ve read or seen within 30 minutes.

So there are good reasons for prodding and urging every person who reads your ads to take immediate action Friend: They probably won’t remember you after a few minutes!

You must grab them by the throat (figuratively!) and shake them up a bit! Instill in them a sense of urgency and a sense pain if they don’t respond.

How do we do that? Words.

The power of words.

Don’t believe in the power of mere words?

Read the following and monitor your emotions as you read them:

1. I hate you, you filthy scum!

2. The country side is beautiful this time of year.

Words carry with them ideas. Words convey ideas. Pictures do too, but words replayed in your mind create a picture of your own making- not someone else’s. That why words are more powerful than pictures.

The picture you create in your customer’s mind will be a thousand times more compelling than the one they will see in your ad.

Pictures can be a support of your copy. But imagine what would happen if you simply put a nice picture in your ad, without any words!

You might say, “Well who would be stupid enough to do that?”

Take a look at the majority of ads by large, national corporations. You can measure the space devoted to a picture verses the amount of space to copy. Typically it’s 60% to 90% picture and just a small space devoted to copy.

When selling anything, paint a picture of the benefits and use of your product WITH WORDS.

Lead your customers to your door with the right words that convey ideas that appeal to them!

Next time: How to make a million dollars in one year.

Also: Q & A from Kick Your Butt enrollees!

Friend, have a beautiful and safe day!

Your personal success coach and partner.

Leading Your Customers (part 1)

In the last Lesson we talked briefly about influence, our attitude and how it could be used to sell more.

Friend, it’s very important to understand this point:

When you have your own business you must lead your customers to make a buying decision.

You must assume the role of a leader and use the influence you have to convince your customers that your product or service is the correct solution to their problem.

Here’s a short story that illustrates this lesson:

When I was director of economic development for the City of Utica, NY there was a company that was in financial trouble that wanted the city’s help.

It was my job to complete the due diligence on the company to see if the were eligible for financial support and to make sure that any financial assistance we provided them wouldn’t be a waste of taxpayer’s money.

Although the company was eligible for assistance, investing any money in this business would have been a complete waste. The owner was very able to lead the employees to do a wonderful job…but he was not leading his customers so that they viewed his company as the solution to their problems.

In fact, he had a customer list of 32,000 that hadn’t been contacted in over 5 years! He had a few (large) regular customers that had kept the business afloat.

When he ran into financial trouble he didn’t even call his bank who had his largest outstanding loan on the books to let them know he was closing the plant for two weeks. The bank president found out about the closure in the news!

When most people think about leadership, they rarely think that marketing is a form of it.

But it is.

If you want to be a millionaire Friend, you have to lead your customers….right to your door.

Take them by the hand, gently, but with confidence and poise show them that you are the solution to their problems.

DO NOT expect your customers to choose to do business with you just because you’re nice or are well dressed, or you give away donuts. You must be a leader of your customers and with firmness, empathy and gentle prodding get them to open their wallets. This YOU MUST DO every day if you’re to succeed.

More about leadership marketing tomorrow.

Friend, have a beautiful and safe day!

Your personal success coach and partner

A Marketing Kick In The Butt!

For most of us, coming up with a creative idea is a painstaking process.

I know I get my best ideas while doing something completely unrelated to my business such as walking, gardening or playing golf. But it’s not always reliable.

The ability to think in practical but creative and original ways is available to everyone.

A local businessman once told me, “Originality is simply having a pair of fresh eyes.”

We can nurture the habit of looking at the same old things in new ways- as though we have never seen them before.

Here is one way to “get a pair of fresh eyes” and look at your world as if it was brand new:

= Ask Customers for Their Ideas =

In emails to my customers I ask them for their opinion on projects I’m contemplating.

What an eye opener it is! You and I tend to look at things the way we always have…but ask a stranger what they think and you’ll see what you’ve been missing.

Friend, if you’re trying to choose between 2 or 3 projects and aren’t sure which one you should pursue send your ideas to your email list and ask them for their input. For responding, you could offer them a discount on the product that is finally chosen for development.

This ‘system’ works for products your developing yourself or for products you might be interested in distributing or representing.

You have the power to make a difference in someone else’s life. Your words, actions and attitude affect people around you.

If you have ever spent any amount of time with a child between the ages of 5 to 10 the affect you can have on them is dramatic.

Smile, and they smile. Frown and they will frown. Act happy and excited and so will they. They will follow your lead in whatever you do.

It doesn’t get that much different when we become adults.

You can have the same affect on your customers. If you’re happy about what you’re selling, they will be happy to buy from you. You can affect your customers in positive ways and they will respond by doing more business with you.

Friend, have a beautiful and safe day!

Welcome to How To Profits


Thank you again for taking this online training and mentoring program!

I want you to know that the information contained in these mentoring sessions is information I have never revealed anywhere else. You are not getting my second-best or left-over material here, you are getting the ‘real deal’, my tried, tested and proven strategies and methods for succeeding online that no one else knows about… until now .

With that said, are you ready? Ok! Let’s get going – your personal coaching and training begins NOW!

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