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How To Easily Launch A Second Business | Cashflow Hacking Ep #29 Dan Cuprill

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How To Easily Launch A Second Business | Cashflow Hacking Ep #28 Dan Cuprill

Dan Curpill, Founder and CEO of Advisor Architect, joins us on the podcast to discuss how starting a second business can be a great source of additional revenue. As a veteran entrepreneur and financial expert, Dan has spent years helping others achieve financial freedom and abundance, and now shares his personal backstory with Casey to help teach our listeners how to do the same!

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Podcast Transcript

Intro: 00:10

Welcome to the Cash Flow Hacking Podcast. We’re on a mission to help people increase their cash flow. Well, the steady paycheck of a 9 to 5 job may provide you a sense of security. It will never bring you true financial freedom and abundance. We will teach you the tips, tricks, and strategies behind increasing your cash flow. We connect with the experts who have defied conventional finance wisdom, who now earn more than they ever once thought possible. For those of you that are not yet at your full potential, are underemployed or simply looking to grow their cash flow then this podcast is for you. Welcome to the Finance and Markets Cash Flow Hacking Podcast, and now to your host Casey Stubbs.

Casey Stubbs: 01:03

This is Casey Stubbs from the Cash Flow Hacking Podcast and this week we’re excited to bring on Dan Cuprill, who is the founder of Advisor Architect, and he’s going to tell you all about it and how he can show you to do the exact same cashflow hack that he did. So welcome to the show Dan.

Dan Cuprill: 01:26

Case, thanks for having me. I’m really excited to be there, to be here, I should say…

Casey Stubbs: 01:26

You’re not here.

Dan Cuprill: 01:33

Actually, I’m not. I’m looking at you like I’m here. But yeah, but not at all, but thank you, it’s a real pleasure.

Casey Stubbs: 01:41

You’re welcome and I’m really pumped about the show today because we were discussing pre-show about some of the cash flow hacks that we can share with the audience because we’ve got people here that, you know, working a regular job. It’s just not enough money to live, especially in today. The expenses are going up, you got to pay for housing, food, education. There’s just so much stuff. It seems like everybody’s got to do something to make a little extra money on the side. And in some cases, like in your case, that little bit of extra money on the psych and turn into a lot of extra money on the side.

Dan Cuprill: 02:15

Yeah, it can and what I want to show people is how. Well I thought it was easy. How was easy to create a second business off of what I was doing and that’s really what happened when I created Advisor Architect. So first of all, I want to first introduce this concept of what I call information marketing and the idea behind information marketing is that there are…You all have some level of expertise in something. Almost everybody does. Now it could be your job, so it could be you already own a small business and you run it well and trust me, there are people out there who would love to know how you run your business well, but it also could be a passion that you have. So for example, one of mine is fly fishing and there are people that would love to know that. Now of course there’s always going to be plenty of free stuff on the Internet that you can get from youtube and those types of things. But one of the easiest ways that I have found to help people create an additional business just like I did on my own, was I took what I knew well and what I knew well was how to run. In my case, a financial planning firm. We have a successful firm and I had a lot of people seek me out for advice. Now, the interesting thing is everything that I tell people, I didn’t come up with it. It was already out there. I always tell people, you know, most people, we fail not by having the right information, we just don’t know how to implement it. So what we did is we created an information marketing business whereby people, well, first of all, the first thing I had to do was I had to establish myself as an authority figure so that people would want to work with me.

Dan Cuprill: 03:56

I mean, you know, who are you? And I can’t just throw my financials out there on the Internet. So the first thing I recommend anybody to do, if you have a passion about building a second cash flow business, particularly one that relies on your knowledge and your expertise, because you personally can never be commoditized. Other things can be commoditized, you can’t. So step one is you write a book. Now I know for some people that may sound to be incredibly overwhelming, it’s not. You can write a book today. You can do it on audio. I mean there’s a lot of places where they’ll teach you how to do it. But the point here is the technology today allows you to write a book and publish a book for just over $2 a copy. Now, once I wrote the book, I didn’t write the book to get rich on the book.

Dan Cuprill: 04:41

Heck, I was self publishing it. All right? So, you know, if someone buys the book on Amazon, you know I’m maybe going to get a buck from it. It, it’s not really how I would, I thought about. I never saw the book. I saw the book really as a lead magnet. I wanted somebody to read the book and say to themselves, how can I learn more? Well, when you open the book, that’s the first thing you see, bonus section. And what we do is we take them to a website where they get more information about us. Now I recommend that if you’re looking to generate some cash flow and doing it this way. So let’s again, let’s say somebody is a really, let’s say somebody is really good at scrapbooking and I’m just going to pick something out there, right. First that you could do is you could write a book on scrapbooking. Then what you would do is you would have this bonus page where a person can then go on there and basically get from you, and we use a program, there’s one out there, Kajabi, there’s teachable, there’s several of them out there where you can enroll into this course free because you bought the book. When you have the book the code is on there, and you are now going to listen to the author. Talk about essentially what’s already in the book. Now, the thing about books, 90% of the people who get a book don’t read it. So this is going to give you two options. Number one, it’s gonna, give you a chance to really convey the message in a way they’re going to hear, but secondly, especially if they bought the book on Amazon, you have no idea who they are, but if they go on to the course and they enter their information, guess what, you now have their contact information where you can market to them.

Dan Cuprill: 06:19

Alright, so I’ve, I’ve created this book on how you can scrap book. How can you scrap book, five kids, his entire history in a weekend, whatever. They buy the book. It’s everything that they need to know. They go online, they see everything that they need to know and that’s where most end. But you want to have a premium service that goes above that and that’s what I did with Advisor Architect. So you could get some basic information but then you can take it up a notch and the notches for named the dollar amount, $29 a month, $39 a month, in my case, $1,397 a month. You can have access to me and I will enroll you in a much higher level program. So if I really had five kids and I really need to get the scrapbooking done in a weekend, chances are reading the book isn’t going to be enough. But if I can actually have face time with the author, I probably would be willing to pay $39 just to have that and if it was a monthly service, whereas the author I provided additional things like a member only podcast or a member only newsletter or a blog, by keeping the price down low, people won’t even give it a second thought.

Dan Cuprill: 07:38

Now, of course if you’re going to do this, you need to find an area where there’s going to be a lot of people who have an interest, scrap booking might be one of those and of course you’re going to have to promote your book and there’s many ways that you can do that. I mean, social media provides numerous options for you to do that as well. But this is the easiest way and I’ve seen people with with very inexpensive products, like I said, $39, $49, $59 and they are bringing people in all the time. Now some will stay on for a year, two years, others might drop off after a couple of months. That’s okay. The point is once you’ve created the content for this information product, the downloads, etc., your work is essentially done. Now where you can add a higher level of premium is when you provide things like direct access to you.

Dan Curpill: 08:28

So for example, we have not only one on one calls with me, but we also have a group call and what I would always tell you is you’re going to set up your own information marketing business of any sort. Start with group, do a zoom call where you know from 4:00 to 5:00 PM every Thursday, click on there, you can have access to the author. Ask whatever questions that you want and the author will show you how to actually implement the things that you want to do. If you think in terms of what you can do at a lower price, you’ll get more people to respond. I don’t recommend you go my route out the 1397 rounds. I was able to do that because it’s business to business. If I’m doing business to consumer now I need to have it to be a lower cost, so somewhat. But you’re basically position yourself as a coach. I’m going to be this person’s coach. I wrote the book. I’m an expert in it. I’ll show you how to do. So maybe scrapbooking wasn’t the right best topic, but I think you can get money out of that too because you’re going to help them implement it, okay and that’s usually lacking. When I go to youtube, it’ll tell me everything I need to know. It’s still not the same thing as as you directly. Okay, I can hold it up, did I do it right? Because you can do that with zoom and then that makes a huge difference.

Casey Stubbs: 09:44

Well you said scrap booking and I don’t know if any scrapbookers that are doing this, but I would bet that if I looked for it, I bet I could find it as I, I know a guy that’s doing an herb gardner. He’s charging like $9.99 a month and he’s got like 30,000 members. I mean the guy’s just, he’s pulling over $30,000 a month just from his, it’s a membership.

Dan Cuprill: 10:08

It’s a great price point. It’s a price point that people forget about once they’ve, they sign, if they don’t use it, they don’t even think about it because when they’re looking at their visa bill, $9.99 doesn’t jump out, you know, $19 or $9,000 will power 900 old pop out. But $9.99, oh yeah, I’ll get around to using it. So that’s, that’s a great example. Just make sure when you’re going into a monthly like business like that, make sure that there is some level of you. You probably provide some type of online value so you could provide access to my secret designs, for example. Okay. So if you’d like access to all my secret designs, you know I put some in the book, but my really good ones are in my online course. So sign up. Now what you’re going to have to do though is you’re going to have to either continue to provide more secret designs or you’re going to have to have some type of monthly interaction with them where you get online with them and you can talk to them and do whatever they might. You can’t just assume that they’re gonna pay forever for the same thing. You won’t get the retention rate that you’re looking for.

Casey Stubbs: 11:16

So you recommend always doing a lot of new content and thinks to keep it fresh and alive.

Dan Cuprill: 11:22

If I’m going to ask you to pay me every month, I can’t keep asking you to pay me for what I already gave you, but it doesn’t take a lot. Seriously, if it was more than, look, this guy’s an expert for $9.99, I can have a phone call with them every month about something I really like and he knows what he’s doing?! sign me up!

Casey Stubbs: 11:42

Oh, that’s, that’s totally worth it. Yeah. Just to get access to an expert is worth it. I agree.

Dan Cuprill: 11:49

You got to make one call. I mean, because they’re all online with you. So when we do this every month and I just hit them one at a time. So I’ll go, okay, Joe, what’s your question? Bill, what’s your question?

Casey Stubbs: 11:59

No, that’s really good. I’m actually, I’m actually going to write that down because I need that. I’m actually launching a group thing right now and I’m gonna do that cue. I’m just writing q and a call.

Dan Cuprill: 12:13

Well and then so let me show you how you can take up to a higher level. So let’s say for example, let’s go back to scrapbooking, right? So let’s say you set up the site $9.99 a month. You get all the creative ideas that the author didn’t give you in the original book. Alright, now you wanted to take it even further. Maybe there’s a way that you can make money and scrapbooking, you being the person who bought the course. The author, in this case, if you’re going to run it, the author can now offer like a mastermind type subscription so you can say, look, this is what you get for $9.99, but if you want, I do a meeting every year and here’s the cost and I do one on one calls with you. So you’re giving them even more. And for the real serious person they’re going to run to that.

Dan Cuprill: 13:04

So that’s what happened with Advisor Architect when I built it. I had an initial splinter product and it was the selling system and people paid I think $997 and that was $997, okay. Well that was great, but that’s the only part of the bigger question. So then they could buy the bigger program and the bigger program is 12 installments of $1397. After the 12 installments was up, believe it or not, people would say to me, what are we going to do now? and they said, okay, for $5,000 a year you can be part of the master builder program and that is a twice a year meeting where we get together in a room mastermind where we all share information about our businesses and we all support each other. So I can charge just, well just so I can charge $5,000, but if I get 10 people in it, that’s $50,000 to me for two, two times a year, all I have to do is provide the room.

Casey Stubbs: 14:07

Yeah and that’s really a great value though because the community like that when you got a lot of high level people working together to try to accomplish goals and to help each other out. I mean the power of community is incredible.

Dan Cuprill: 14:18

It is. I mean, I get, what dId I say earlier? There’s no new ideas. That’s where I got them from, right? I was always in front of other people. So again, let’s kind of, you know, let’s kind of start over again. So people are clear where we’re going with this. Find something that you have not only a passion in but you’re good at, right? I know a guy who did this because his father was an NBA referee, and so what he said was, okay dad, you’re an iron man. The guy who was a well known nba, he was retired. He said, dad, look, there are a lot of people who would like to become basketball referees. There are, so let’s create a course. Let’s write a little book, 80 page book, 90 page book. Let’s have access. When they get the book, there’s a little bonus section in the book.

Dan Cuprill: 15:06

They go on there, there’s video of you basically saying what’s in the book, and then let’s offer them a monthly subscription service where they will get a newsletter from you that maybe takes you an hour to write and we’ll do a conference call every month and you will talk to these people who aspire to become referees. Simple. How much, the guy was making tons of money over this. He did the same thing with himself. The fact that he was also a marine pilot, so when he decided to do was to. He created a similar type program for high school kids who are interested in going to the armed services and didn’t know if they are going to be in good enough shape for bootcamp, and so what he did is he showed them how to get in the right shape. So when you get to bootcamp, you survive.

Casey Stubbs: 15:56

Good service. You don’t want to die in bootcamp.

Dan Cuprill: 15:58

On police service, you can get on with them. Exactly. You know and so that is an easy model. Now come again. I want to go over some of the technology because science people say, well, this is a great idea. How do I do it? Okay, so the first thing is online book creation. I personally use CreateSpace. It’s owned by amazon $2 and ten cents to print a book. Very easily done. You then want to create an online course. There’s two of them I use, one’s called kajabi, kajabi.com. Another one is teachable.com. Teachable is easier to use, Kajabi looks prettier. I don’t think it matters that much, but the cool thing about them is they’ll do everything for you. They’ll take payment for you. They will let you set up your own url.

Dan Cuprill: 16:43

It’s very simple to do and you can modify it any way that you want. I’m creating a book for some people can seem overwhelming. There are ghost writer sec that can help you can go to e land some of these other things. But keep in mind, I’m not suggesting you’re write war and peace. I’m suggesting 80 pages, 90 pages, the amount of pages it takes to read it really in a half hour but more than anything else, the book brings the person to the online site because then they’re gonna go, oh cool. I don’t have to read the book. I can go online and see the video with the author, perfect! and that’s where the upsell occurred.

Casey Stubbs: 17:21

Is this an actual physical book or is this an online book?

Dan Cuprill: 17:24

No, I would actually recommend a physical book. And the reason is because there’s a percentage of people who likes stuff. Now as far as the book goes, you can let you can let Amazon do all the fulfilling and you can certainly have an ebook option if you want, but what I would recommend you do is order enough copies on your own and then you can promote the book depending on what community you’re in. We promote ours through online ads, through facebook, so there’s a certain demographic we’re looking for. People order the book through us, we then send it off to them and now I have their mailing address because I don’t want just their email address. I want their physical mailing address so I can market to them that way as well.

Casey Stubbs: 18:10

Okay, how much is your book and what is the name of it? Just out of curiosity,.

Dan Cuprill: 18:20

Okay, there’s several out their. Renegade Advisor is the newest one and it costs $9.97 or $9.99 on Amazon.

Casey Stubbs: 18:20

Okay.

Dan Cuprill: 18:25

Well, let me give you, let me give you a different one that I think describes this process better and I didn’t write it. All right? So if you’re listening to it and you’ve liked this concept, here’s what I want you to do. I want you to get a book called the 21 Day Miracle by Ed Rush because Ed epitomizes how to create an information marketing business. And his book is great because you’re going to learn how to get things done in 21 days. So there’s going to be real value to everyone out there as a reader. But secondly, he walks you through it, so when you get it, in fact, you don’t even have to buy the book. You can go to edrushbook.com and you’ll see the example that he created with his information marketing business. You can see the videos that he created as well.

Dan Cuprill: 19:19

So edrushbook.com is the website. So when you buy the book, it tells you, go to edrushbook.com and get the extra bonus section and then you’re on there. And then the next thing you know, you’ll get some emails from Ed offering you to join his early entry group. And then eventually he wants to work you down the funnel right at him for one on one. You go to san diego meter. Well he knows that’s not for everybody. He’ll gladly collect $9.99 from people for as long as they want to give it to. So I think Ed has the great..and plus Ed’s book is applicable to anybody. You buy mine, you’re not a financial buyers is going to bore you to sleep. Get it. 21 Day Miracle by Ed Rush, he was..I was talking about a former marine pilot that was Ed, Edwin from the marines. I didn’t know this. The marines go from you not knowing a thing about airplanes to landing an aircraft carrier at night. A plane on the equator in 21 days.

Casey Stubbs: 20:13

You know what? I absolutely love that, right? I mean, I’m serious. Like I need to get that book too because, I like To hire people that know absolutely nothing. And then I just teach them everything that I know, and they, it seems to work out pretty well because a teachable person can learn pretty much anything. It’s just a matter of the motivation of wanting to do it. Uh, this has been really good, really useful. I actually feel like I should be sending you a payment for today because I’m learning so much here and I’m not just saying that like I’ve got a whole bunch of notes and I’m going to actually implement some of this stuff. I’m probably going to write a book in 21 days and I’m not even kidding you. I’m going to follow up with you and tell you afterwards that I’m going to have to book in 21 days.

Dan Cuprill: 20:59

It’s not hard to do and if you read my book, you’ll see it’s not war and peace at all. I mean, it’s really just it, it reads the way I talk. And then I hired a book editor to find all the major typos. But you see the funny thing is, for those of you who are listening before we start the show, Casey was like, oh gosh, another financial advisor. And I go, no, no, we’re not going to talk about financial advice. We’re going to talk about how easy it is for you to create a side business.

Dan Cuprill: 21:25

And again, the beauty of the information marketing is that once people, you know, once you create the content you’re done. Now, if you don’t want to do a monthly subscription service, if you want to just do a one off type course, that’s great, but just understand you’re gonna have to come up with stuff that you can’t find on youtube. The monthly subscription would makes that powerful is the fact that you’re providing not only new content but interaction with you, the creator. If you come up with something else now and you’re going to charge maybe $49 for it, etcetera, just make sure that you understand that you know, people can get the same thing on youtube, doesn’t mean they won’t buy from you. But you’re going to have, you know, less people are likely to do it, so you know, but those are the types of things that people will readily buy without even thinking about and it’s an easy way to make business, make more money, but the key is recurring revenue because if I can get, you know, if I could get a thousand people to pay me $9.99 a month, that’s a real business, right? If I can just get people to pay me $49 and then they’re gone, that’s not really a business.

Casey Stubbs: 22:37

It’s a lot of work to try to sell products over and over again. You’ve got to have a big audience, big marketing budget and your margins are really small, so that’s really big. So I want to just kind of back up a little bit because I think there’s people might be a little overwhelmed a little from all this information. There’s some good stuff here. Starting out the technology can be a little intimidating and also just putting yourself out there, right? Because there’s so many people online and, and if you’re maybe not, you don’t want to be on a camera, you don’t want to be the center of attention. You’re a little quiet. Is this only for those people that are really outspoken and they can be in front of people? Or does it have? If you’re a quiet person, you’re going to have to find another cash flow hack.

Dan Cuprill: 23:21

Listen, a higher percentage of people are introverts than we realize. In fact, I think most people are. You’re always going to be, you’re always going to get a benefit by being willing to be face to face with people. So I would tell you that rather than accept that limitation, work to improve it. Some of the greatest actors of all time, we’re introverts. I’m, yeah, as you can tell, they can tell, but I’m no pretty face. But I have a passion about what I talk about. Right? And I think that’s what it conveys. Now, you can certainly create plenty of video content where it’s just you talking into the mic and, and using graphic video or even powerpoints or you hire somebody else to do it. If you wanted to hire professional voice, you could do that, but if you want to know where I think anyway, the real big money can come. On this type of a business system is by developing relationship with the creator. The fact that people can pick up the phone and call a person who’s the expert or really just click on and be a part of it, doesn’t mean you have to show your face on screen, okay? If you want to just add an image and you do a zoom call where the camera’s off, you know, that’s fine too.

Dan Cuprill: 24:39

But, um, the best advice I can give to people is number one, you know, those of us who, anybody out there who doesn’t think they’re good at presenting, I got news for you, you probably a lot better than you realize. It’s like acne, you know, we always think it was worse than what other people thought. But secondly, that’s the skill that’s very easily taught. So look, growing a good information marketing business isn’t necessarily easy, it’s not easy, it’s going to require work. And one of those thIngs that you’re going to have to do is find your weaknesses and look to improve them. So, or the other thing you could also do is you could, you could partner up with somebody and if somebody’s really good at that and you’re better at the creation of the content and they’re better at the delivery of content, that’s fine too, but at the end of the day, you cannot commoditize you.

Dan Cuprill: 25:28

So your competitors, they can provide the same information. They can provide you and if you can develop a level of rapport with people where they like you, they’re going to be willing to buy from you. And so that’s why I’m a big believer. Now get yourself out there because it’s very easy to hide behind the scenes. Don’t put, don’t let it overwhelm you. Try to least work through it. If you can’t, then there’s a plan b and plan c. But, uh, a lot of information marketing businesses are one where it’s newsletters and phone calls or it’s, you know, teleconferences. It’s not, it’s not video, but I think the better ones are.

Casey Stubbs: 26:02

Okay. Well, just to recap, I think that we’ve really unlocked some, some amazing things. So just from this short little show, I think that if you listen to it and you’re working a job and you’re like, I need some extra money, I think we, we’ve unlocked a path for you. You can first, you start by writing a book, then you develop a course based on the book. You take people from the book to the course and then you create a community, an online community, and Dan has shared all of the tools that you’ll need for that. And we’re going to include all of those tools, all the resources that he mentioned, the websites, the membership site, the conference tools, every single thing that you need will be listed in the show notes. And then you just continually update that community and you just market your book. And it’s a few simple steps. It’s gonna take some extra work if you’re on, in your part time but that’s the way it is.

Dan Cuprill: 27:00

Well nothing worth having comes easy, right? but it’s not nearly as hard as people think. Look, if you did nothing more than talking to a recorder for an hour about what you love, there’s a book in there. Now, maybe what you then do is you hire someone to do some editing. But again, remember, 90% of the people who buy the book, they don’t read it. So you don’t have to be too concerned. You know about the typo on page 47. They’re never going to see it if they do, you know what? That’s great. That means they actually stayed interested to read 46 pages.

Casey Stubbs: 27:33

Yeah, so if you can write a book that most people read, you know, you’re brilliant.

Dan Cuprill: 27:38

Exactly. But no, it’s not an overwhelming task, but go with what you know. So often we look, even if you are not, you know, I’ve described as me business owners showing other business owners. Look, even if you’re not a business owner, there are things that, you know, there’s the passions you have that other people would like to have that information and more importantly, have you walked them through it. You just have to tap into what that is.

Casey Stubbs: 28:01

Right, and I think that ever, like you said, every single person has some kind of passion or whatever they’re interested in. What do you love? You just use that. Now the one thing is it might not translate into high dollar, like scrapbooking, that’s a hobby, but it could, but that’s still, it’s still revenue and I think that goes in every thing, every topic.

Dan Cuprill: 28:24

Oh sure but you can keep the price low enough to where they don’t even give it a second thought. Yeah. So if I’ve never done scrapping booking before and I’m interested in, I’d like to have a scrap booking coach. Probably the first thing I’m going to do is I’m going to look for a book online to do it. And then you can, you can build from there or you can promote that particular book using facebook ads, etc. I mean, the bigger you want to make this is going to require the more involvement, but it’s really not that hard and you can literally do it from your kitchen table in your underwear and that’s really powerful, right?

Casey Stubbs: 28:57

Yeah, now I got to admit that my path is this kind of similar to yours. I wasn’t, I just started writing about my hobby which was the stock market and trading and it turned it into a website and then it just kinda took off from there. And now in the process of doing that, I learned some other skills which is marketing. And so now I teach marketing as well to traders that run trading businesses that teach people how to trade. So it’s kind of similar to what, what you’re doing and so it just takes a path but I just had to get started.

Dan Cuprill: 29:31

Yeah, exactly. I mean four or five years ago, if you asked me to talk about anything, it would have always been just personal finance and it just kinda grew into this area. So we’re at a very unique time where you can, these things were available and but it’s a very easy side business to make without a question.

Casey Stubbs: 29:53

Okay, well Dan, that was extremely insightful. It was useful to me because I’m really gonna write a book and I might not even be the author, but it’s going to be for one of the brands that I manage. I’ve already got the plan because I’ve launched a membership site and what I’m doing now as I’m, I’m running ads to get customers, but I thought, well, that book idea is perfect because they’ll probably be better customers. There’ll be more engaged. So I’m going to do that.

Dan Cuprill: 30:19

Without a doubt. And people don’t..people don’t throw away books. That’s the other thing too. So, um, it kinda has shelf life as well.

Casey Stubbs: 30:26

I think having an actual book probably sets you apart a little bit from everybody else that’s just doing ebook only. So you’ve got actually something in your hands.

Dan Cuprill: 30:33

It is and the funny thing is it doesn’t cost you anything to write the paper book because if you wanted them they can order them, you don’t have, you know, with, with CreateSpace and Amazon, it’s print on demand. So it’s not like the old days where you had to go out and buy 10,000 copies and storm in your garage. You don’t have to do that anymore. It’s, you know, they print them as people order them. So there’s even less reason not to do it, you know, I mean it’s just a great idea.

Casey Stubbs: 30:57

I was actually going to let you go, but another question just popped into my head. So you’ve got this online book and you said that you market the book. How do you do that? You said paid advertising, like what is the specifIc way that you’re marketing?

Dan Cuprill: 31:11

So what we did is we created what I like to refer to as a shock and awe kit. So we have two. One is called the profit creation tool kit and that’s marketed towards other financial advisors. And then the other one is called the tax free retirement tool kit and that’s marketed towards clients. Inside the kit you get a number of items. There’s a book, there’s an audio cd that I did for two bucks a piece. There’s a dvd and there was a couple of reports. So what we do is using facebook and the demographics that we’re looking for, we market the toolkit. People click on, they click on the ad, it takes them to a landing page. There’s a video of me talking about what’s in the toolkit. They opt in. The only way you can order the toolkit, it’s a physical item. You gotta give me your address. Very, very important. Don’t go electronic only because you get their worst emaIl address when you do that. We all have that one email address, where all the junky stuff goes, right?

Casey Stubbs: 32:18

Oh yeah. The one that I never going to open.

Dan Cuprill: 32:20

The prince from Nigeria is writing emails because he wants to give you a billion dollars. Yeah, that’s the one they’re going to give you. well, you don’t want that one. Okay, but that’s the one you’re going to get. Okay, fine. But if you give me your physical address, then I can market to you through direct mail as well. And I don’t believe direct mail is dead as long as the United States postal service is unionized by the government, it ain’t going anywhere people, so use it. The average email gets 144 emails a day. The average mailbox only gets 6, so you got to work into your budget. But in our line, that’s how we’re doing it. So we’re sending the book out in the mail, I’m signing it, and then we have a followup system that ultimately brings them to a live events. And that’s how we, that’s how we convert.

Casey Stubbs: 33:11

Oh right. Well Dan more that last piece was, was good. So I’m ready. I’m ready. 21 Days it’s gonna happen.

Dan Cuprill: 33:17

If I could be of any help to you let me know but yeah, get a copy of Ed Rush’s book and we talk about a lot of this on my podcast. So people want to go to the profitable advisor podcast is, it’s on, you know, all the various itunes, stitcher, whatever, where we talk about these issues on how to run a profitable business and even though we do kind of targeted towards a financial advisors, there’s, it’s really applicable to any industry at all.

Casey Stubbs: 33:46

Okay and we’ll put all of Dan’s contact information, whatever he wants us to put underneath the show. We’re going to put it, the facebook, twitter, whatever. It’ll all be there. You guys can connect with Dan as you know, just from listening. He really knows what he’s doing. So again, thanks so much for being on the show today.

Dan Cuprill: 34:02

It’s my pleasure, casey. You take care.

Casey Stubbs: 34:02

You too.

Outro: 34:28

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