DIGITAL

MILLIONAIRE
SECRETS
How I Built an 8-Figure Business
Selling My Knowledge Online

DAN HENRY
FOREWORD BY
MYRON GOLDEN Ph.D.
DIGITAL MILLIONAIRE SECRETS

How I Built an 8-Figure Business Selling My

Knowledge Online

Copyright © 2019. Dan Henry/Omni Marketing

LCC. All rights reserved. No part of this publi-
cation may be reproduced, distributed, or trans-
mitted in any form or by any means, including
photocopying, recording, or other electronic or
mechanical methods, without the prior written
permission of the publisher, except in the case of
brief quotations embodied in critical reviews and
certain other noncommercial uses permitted by
copyright law.

Omni Marketing LLC

360 Central Ave. Ste 1170
Saint Petersburg, Florida 33701
GetClients.com

July 2020 Transcendent Publishing

ISBN: 978-1-7332773-9-6

Cover Photo by Angela Mascari

Disclaimer: The author makes no guarantees con-

cerning the level of success you may experience by
following the advice and strategies contained in
this book, and you accept the risk that results will
differ for each individual. The testimonials and
examples provided in this book show exceptional
results, which may not apply to the average reader,
and are not intended to represent or guarantee that
you will achieve the same or similar results.
“Whether you think you can, or you think
you can't—you're right.”
― Henry Ford
CONTENTS
Dedication ................................................................................. vii
Acknowledgments ..................................................................... ix
Connect with Dan ..................................................................... xi
Foreword ................................................................................. xiii
Introduction ............................................................................... 1
What Is a Digital Millionaire? ................................................. 3
How to Use This Book (Ignore Only If You Hate Money) ... 15
Who the Heck is Dan Henry? (And Why Should We Listen to
Him?) ..................................................................................... 25
Who This Book Is For ........................................................... 29
Can Non-Experts Become Digital Millionaires? ................... 31
Strategy VS. Tactics .............................................................. 35
Crafting Your Offer ................................................................ 41
Choosing Your Niche ............................................................ 43
The Case For Clarity.............................................................. 45
Your Entire Marketing Strategy in One Sentence ................. 53
The Promise ........................................................................... 61
The Outline ............................................................................ 67
How to Teach ........................................................................ 73
Testing Your Offer .................................................................. 77
Why You Must Always Sell Before You Create ................... 79
How I Made $100K in 30 Days: The Blueprint .................... 89
The Whiteboard Webinar .................................................... 103
The Power of Polarity .......................................................... 111

v
Scaling Your Offer ................................................................ 117
How We Scaled to 8-Figures ........................................... 119
The Fence Method ........................................................... 127
The Goldfish Rule ........................................................... 135
How We Tripled Profits with High-Ticket Offers........... 145
The Real Secret of Scale.................................................. 157
Developing Mind Control Powers .................................... 159
The Circle of Focus ......................................................... 161
Slaying the Haters ........................................................... 173
Why People Don’t Buy Your Stuff ................................. 177
The Matrix and The Martian ........................................... 183
How to Get More Help ...................................................... 187
Your Free Ticket ............................................................. 189
How to Access Your Bonuses ......................................... 191
Speak to Us ...................................................................... 195
References ......................................................................... 197
About the Author............................................................... 199

vi
dedication
To my father, Dan, for passing on to me a vibrant personality and
being my first teacher of how to tell a great story.

To my mother, Robin, for always investing in me when I was

young, even if I seemed to not appreciate it. I did.

To my grandparents, Robert and Geneva, for always reminding

me I could have whatever I wanted if I worked hard enough.

To Hilal, for relentlessly supporting me when I got my start. Our

marriage may not have worked out, but you gave me the most
important thing in my world: our son.

To my son, Bruce. You are not even two years old as I write this,
but you have already reminded me why I do what I do. For a time,
I seemed to have forgotten. Thank you, Son.

vii
Acknowledgments

I want to thank all the brilliant entrepreneurs I have learned from

and that have helped me get to where I am today.

With extreme gratitude, my thanks goes to Russell Brunson for

helping me get my start and introducing me to the wonderful
world of selling online. Also, for having enough faith in me to ask
me to speak at your events. You are a true class act.

I want to thank Sam Ovens for showing me the power of focus

and simplicity. You helped me dig myself out of a hole of
unhappiness. (Also for those funny emails you send me.)

A special thanks goes to Myron Golden for not only writing the
foreword to this book, but also for showing me better ways to
inspire. Thank you.

I want to thank Michael Hauge for going above and beyond to

teach me the art of storytelling.

I also want to thank my good friend Dave Britton for constantly

reminding me that I can achieve more than just owning a bar. You
helped me sell my first successful local business. If it wasn’t for
you, I would still be announcing shot specials over a cheap
microphone.

ix
DIGITAL MILLIONAIRE SECRETS

I want to thank my entire staff—especially Brandon Lewis, Karla

Floresse Hoffman, Gary Rennilson, and Ashlyn Brothers. You
kept my company running while I locked myself away at home to
finish this book. Thank you for believing in this mission.

My thanks goes to Shanda Trofe for guiding me through the

process of writing my first book. I don’t believe this book would
have ever gotten off the ground without you.

I would also like to thank Lori Lynn for agreeing to be the editor
of this book and taking extreme care to make sure every single
word of this book was finely tuned. Also for staying up late and
adding last minute “AHA” moments that came into my head mere
hours before going to print. Anyone should consider themselves
lucky to have you as an editor. Thank you.

Finally, a very special thanks goes to Alice for tirelessly helping

me create, edit, and proofread this book before sending it to the
professionals. Also for making sure I didn't say anything stupid,
and for pretty much keeping me together at all times.

Most importantly, to you. Thank you for buying this book, and
even more for taking the time to read it. Especially the acknow-
ledgments. Who reads the acknowledgements? You, that’s who!

x
Connect with dan

xi
Foreword
by Myron Golden, Ph.D.

I have read more business books than I can even begin to

remember.

I have attended numerous business development seminars.

I have heard business coaches, experts, and gurus of all kinds.

Some really have answers. Others simply proclaim answers. But

all too often, it becomes evident that many of them are, more than
anything, “Legends In Their Own Minds.”

Dan Henry? He really is an expert, and he really has answers.

I remember the first time I heard Dan Henry speak.

After listening to him for 90 minutes, I realized that he is a real

expert who teaches what he knows, not what he thinks he knows.

When Dan asked me to write the foreword for this book and sent
me the manuscript, I knew that I was reading a very rare book
indeed.

There are very few people who have mastered the business skills
of sales and marketing, and there are fewer still who have
mastered these business skills and can explain what works in
simple enough terms to ensure that their readers get it.

xiii
DIGITAL MILLIONAIRE SECRETS

Dan is one of those rare author-experts.

Digital Millionaire Secrets is exactly what the title claims it to be.

It will teach you how to turn your expertise into your fortune, and
it could potentially make you millions of dollars.

If you want to learn how to turn your knowledge into financial

freedom, this book may be your best chance to live your dreams.

This book has to be one of the best books I’ve ever read on the
subject of making money online. One of the best things about it is
that it was written by someone who went from a standing start to
making over $10,000,000 in three years using the internet,
combined with a very particular set of marketing and sales skills.

Dan Henry is in one of my coaching programs, and he has already

made his fortune in his early thirties, but he is still one of the most
coachable people I’ve ever encountered.

I always tell my coaching clients, “A coach who doesn’t have a

coach doesn’t deserve to be your coach!” Not only does Dan
Henry deserve to be your coach—especially if you want to make
money online—but if you are coachable, you deserve to be
coached by Dan Henry.

The purpose of learning is not “Knowing,” as most people think it

is, but the purpose of learning is “Mastery.”

One of the reasons Dan is so successful—and has been able to

help so many others become successful—is that he focuses on
mastery first. Then, he stacks the skills that he has mastered to
help his students produce an exponential result!

xiv
FOREWORD

So, if you desire to have a quantum leap in your business growth,

then you are holding in your hands the key to growing your
income fast.

Dan Henry is the person who can take you by the hand and get
you moving toward your financial goals.

If all you want is theory and conjecture, then find someone else.
But if you are sick of theories and second-hand information about
how to create wealth at an exponential rate of speed, then Dan
Henry is truly the teacher you’ve been looking for.

If you will follow Dan’s advice in this book (and have a pen and
notepad handy every time you crack it open), it could cut years off
of your learning curve!

I want to end this foreword by doing three things. First of all, I

want to thank Dan Henry for writing it! Secondly, I want to
congratulate you for taking the time to read it! The last thing I
want to do in the foreword is to challenge you to put it all into
practice. When you do that, you’ve finally made it over to “The
Other Side of Money”!

—Myron Golden, Ph.D.

xv
Introduction

1
What Is a
Digital Millionaire?

I t’s about 36° outside, and I’m freezing. This is in the state of
Florida, where even 40° is unheard of. I scramble to get inside
my Uber and close the door.

It’s nice and toasty inside the car, but before I can get comfortable,
I notice something peculiar about the driver. He’s covered in dirt.
I ask him if he’s okay, and he chuckles and says, "I'm a gold-
digger."

"Come again?"

"I hunt for gold, precious metals, and jewelry at the beach," he
replies.

Being the curious person I am, I ask him how much money he
makes doing such a thing.

"I make an extra $200 or so every week. I find a lot of jewelry on

the beach and pawn it. I would make more, but there is so much
competition. I know it's not much, but one day I'm going to
become a millionaire," he explains.

"A millionaire? How are you going to find that much gold?"

3
DIGITAL MILLIONAIRE SECRETS

He then proceeds to tell me his elaborate plan. He is going to save

up all of the money from his Uber job as well as the couple of
hundred dollars a week extra he makes finding gold on the beach.
He will then use his savings to purchase land in Alaska.

Apparently, there is plenty of land in Alaska with precious metals

and gold just waiting to be found. He plans to purchase the
property and put up "no trespassing" signs. Since no one else
would be able to search for gold on his property, he would have
no competition, and he would be able to keep all the gold for
himself!

I scratch my head a little bit, pondering whether or not I should

tell him how ridiculous his idea sounds. Instead, I opt to help the
man.

So I say, “Let me see if I get this straight. You already make a

couple hundred extra bucks a week searching for gold on the
beach, right?"

He replies, "Yes. I use my metal detector about two hours per

night, and you wouldn't believe the valuable stones and lost
jewelry I find!"

So I reply, "Okay. If I could tell you a much easier and faster way
to become a millionaire, one that does not require you to spend
hundreds of thousands of dollars on land in a frigid tundra, would
you be interested?"

He then chuckles to himself, half speaking and half laughing. He

says, "Well, I suppose so, but you better already be a millionaire
if I am to take you seriously!"

4
WHAT IS A DIGITAL MILLIONAIRE?

At almost that exact moment, we pull up to the destination, which

is my 8,000 square-foot, $2 million luxury waterfront home in a
private gated yacht club community.

"That's your house?" he asks, his glasses almost falling off his
face.

"Yes. Ready to listen?"

The man slowly nods his head, contorting his entire body around
like he’s in The Exorcist, now giving me his full attention.

I proceed to tell him how I'm in the business of selling online

education. I tell him he could easily sell an online course teaching
people how to make a couple of hundred bucks extra a week
searching for gold. In fact, he could make $1 million doing this
faster than he could ever do it scouring for gold, let alone saving
up for years to buy a piece of land so he could spend even more
time scouring for gold.

Plus, he could do it without freezing to death!

He asks, "Is there really that much money in selling information

like that?"

"That's how I make my living," I reply.

He looks at me. He looks at my house. He looks back at me and

says, "You bought that house from selling information?"

I nod my head.

5
DIGITAL MILLIONAIRE SECRETS

He looks down at my watch. "You bought that Rolex from that,

too?"

"My homes, cars, clothes, vacations, doctor visits for my son,

investments for the future, and even the ability to help my parents.
All from selling my advice online," I explain.

He gives me a long, hard stare and then asks if he can have my

card.

I sort of laugh. The week before, we had just hit $10 million in
sales, and I still don't have a business card. So, I explain I only do
business online and give him my website address, getclients.com.

He slowly pulls away, makes a U-turn, and creeps past my house

at a snail's pace, almost as if to make sure what he’s seeing is real.

I never saw that man again. I have no idea if he ever took my

advice or how it all panned out for him. I can only hope that he
took that advice because it's the same advice I have given to
hundreds of my clients and thousands of people that follow me
online. This advice has helped countless individuals turn passion
into profit and dreams into reality.

If you would like to see some examples of what can be achieved,

I’ve collected screenshots from clients celebrating their success
with our program. Visit DigitalMillionaireSecrets.com/success.

The fact is, everything is more profitable when you teach it.

If you make $50,000 a year as the owner of a painting company,

6
WHAT IS A DIGITAL MILLIONAIRE?

you can make $500,000 a year teaching other people how to start
their own painting company.

If you are a personal trainer making $30,000 a year, you can make
$300,000 a year teaching other personal trainers how to get more
clients or even just how to get started.

If you lost a bunch of weight after having a baby, you could teach
new moms how to lose their baby weight and create a $1 million
business from that.

If you wrote a book that people love, you could turn that book into
a digital product and charge thousands for it instead of 20 bucks.

If you got perfect grades in college but never really studied much,
you could pay off your entire tuition by selling a program on how
to hack test-taking.

If you are an immigration lawyer that makes $100,000 a year, you

could make 5 to 10 times that teaching an online course on how to
get your Green Card.

If you own a marketing agency that gets leads for lawyers, you
could create a $1 million business teaching lawyers how to market
themselves. In fact, one of our Mastermind clients, Andy, started
with us before he even created a course. His program teaches
lawyers how to market, and he just passed $1 million in sales.

If you are someone who found a unique way to overcome your

struggle with depression and anxiety, you could create a lucrative
business teaching other people how to overcome their own
anxiety.

7
DIGITAL MILLIONAIRE SECRETS

Maybe you are a reporter that covers the independent film genre.
You could interview several indie film actors, ask specific
questions, and sell a program on how to break into the indie film
industry. All without being an actor! (Yes, you can sell infor-
mation provided by other experts.)

Let's say you are a woman who loves yoga, but one day you get a
breast augmentation. You realize you can't do the same yoga
routine because it’s too painful. You even start gaining weight
from not working out. So you do research and figure out how to
modify your yoga routine, so it isn't painful after surgery. You
could create a 6- to 7-figure business teaching women how to do
yoga after a breast augmentation.

This is what it means to become a Digital Millionaire.

A Digital Millionaire is someone who has created a 7-figure

education business. Even if you only hit 6-figures or just enough
to quit your job, it's life-changing. But how?

There are several ways to package information for sale—eBooks,

online courses, coaching, software, masterminds, etc.

Here are some specific examples:

Online Courses: This is where you sell a collection of

video lessons that teach a particular topic that people can
consume at their leisure.

Coaching: This is where you show up to live calls, either

one-to-one or group and you coach your students in real
time. If you combine this with a course element, you can

8
WHAT IS A DIGITAL MILLIONAIRE?

simply answer questions and help students execute what

they have learned. It's typically priced higher than a static
online course.

Masterminds: Inner Circle/Masterminds are where you

invite a smaller group of people to one or a series of live
events or meetings. Between what you teach at the event,
and what the networking members receive from being in
the mastermind together, the value is beyond what is
offered through a course or coaching. You can also hold
your mastermind virtually. Even though an in-person
mastermind is not technically a digital product, it's sold
the same way, and customers often upgrade from a course
or coaching to the mastermind. It's typically the highest-
ticket-item one offers.

Personally, the vast majority of my fortune has come from selling

online courses. However, I've used the same secrets shared in this
book to sell high-ticket coaching and masterminds as well.

Online courses specifically are in high demand for a variety of

reasons. People love to learn. According to an article in Forbes,
“online courses made $46 billion in 2017.” That same article states
that “e-learning will grow to $325 billion by 2025.”¹

Now, you may think that all the "gurus" getting rich are selling
"how to make money" courses, but normal, everyday people are
profiting from the education industry.

For instance, Rob Percival is a math teacher from England. He has

made over $1 million by selling courses on computer program-
ming.

9
DIGITAL MILLIONAIRE SECRETS

The "Jump Rope Guys" have made millions selling courses on

jumping rope. Yes, jumping rope!

The online education industry is growing. It's not a temporary fad,

either. No matter what the economy is doing, people will always
want to learn new skills.

If you are an expert, coach, author, speaker, educator or just

someone that has a skill others would want to learn, why would
you want to create a digital product?

Scale and impact.

You cannot scale one-on-one clients or done-for-you work. There

are only so many hours in a day. Those business models have a
built-in income ceiling.

Plus, you can only impact so many people and spread your
message so far when you help one person at a time.

By creating a digital product, you have the potential to reach

thousands, not dozens. This will bring you long-term income
growth. On top of that, you will gain personal growth as an expert
and influencer.

Sadly, many people try to sell online courses and training pro-
grams, but as much as 99% don't ever sell a single copy. Most
people will take the time to put a product together, but won't invest
in learning how to sell their product.

Or worse, many people who have a great message never get

started or even try. There are so many people out there with the

10
WHAT IS A DIGITAL MILLIONAIRE?

ability to change others’ lives. Unfortunately, they never take that

shot and start an education business. This fear comes from not
knowing how to begin.

The goal of this book is to share what I have learned that works,
and what doesn't.

Before we dive in, you may be wondering why people sell online
courses when we have college?

To answer that, I'd like to quote Matt Damon's character Mark

Watney (this is from a deleted scene from the movie The
Martian—yes, I’m one of those movie geeks who watches the
deleted scenes and then quotes them in my book):

“Every human being has a basic instinct: to help each

other out. If a hiker gets lost in the mountains, people will
coordinate a search. If a train crashes, people will line up
to give blood. If an earthquake levels a city, people all
over the world will send emergency supplies. This is so
fundamentally human that it's found in every culture
without exception. Yes, there are assholes who just don't
care, but they're massively outnumbered by the people
who do.”²

For as long as humans have existed, those with less experience

have learned from those with more experience. Only in recent
years have we placed such a high value on diplomas and
certifications. But the truth is, if you’re just a few steps ahead of
someone else, you can profit from sharing your knowledge. You
don’t need a college degree to do that.

11
DIGITAL MILLIONAIRE SECRETS

And if we’re being honest here, it’s time to point out the elephant
in the room:

Our formal education system has failed us.

People pay $60,000 with outrageous interest rates to attend a

college or university. All the while, learning from people that
make $40,000 per year, so they can maybe, in four years, get a job
that pays $50,000 per year.

People pay doctors to learn how to lose weight. Yet most of the
time, those same doctors are overweight themselves.

People pay technical schools to learn digital marketing from

instructors that have never made a single dollar online. We assume
that because it's an accredited school, it's okay.

I remember attending the International Academy of Design and

Technology in Tampa, Florida. I enrolled to learn audio pro-
duction. The dean of the school landed the job because of her
academic credentials, not her ability to produce music. She had
minimal real-world experience. The one time I listened to an
album she produced, it sounded like something recorded in a
bedroom on a $200 budget. But she has a master's degree, so let's
just ignore that, right?

Society has programmed us to think these things are acceptable.

That's why, as course creators, coaches, and consultants, we do

what we do.

12
WHAT IS A DIGITAL MILLIONAIRE?

We have more useful information that we can get out to the masses
quicker, with far less investment.

We want to help. It's just what humans do.

13
How to Use This
Book (Ignore Only
If You Hate Money)

“I ’m not coming home tonight, Dad. I hooked up with a hottie

from the art department, and I'm staying at her place tonight."

That was the lie I told my father back when I was in college, going
for my audio engineering degree. It was toward the end of the day,
and my class was almost over. I knew my gas tank was empty, and
I hadn't eaten in 10 hours. I lived over an hour from the college,
so gas was a significant expense.

My parents paid for my entire college through the Florida Prepaid

College Program, but I decided I wanted to go to an expensive art
school. So I had to pay the remaining balance as well as my
personal expenses all on my own.

At the time, I was editing and mixing songs for $100 apiece trying
to pay my way. I didn't want to admit to my father I was going to
have to sleep in my car, in the school parking lot, again. I didn't
want to admit how much of a failure I was. I didn't want to ask
him for more money yet again. So I made up the story of hooking
up with a girl just to save face. Sadly, I didn't even know how to
talk to a girl at that time, but it was the only thing I could come up
with.

15
DIGITAL MILLIONAIRE SECRETS

After class ended, I had some time to kill. So I decided to do what

I did at least twice a week, hang out at the Guitar Center next to
the college. It was a great place to chill, drink coffee, and play
guitars that I could never afford to buy.

But on this day, something different happened. I ran into a guy

that was looking for a new microphone, and I could see the kid at
the counter knew nothing about recording. He was just there to
work the cash register.

Between being bored and just being the naturally helpful person
that I am, I offered him some advice. I had just taken the "Intro-
duction to Recording" class, and while I wasn't the ultimate auth-
ority on microphones, I knew a heck of a lot more than your
average person.

So I explained to him exactly which microphone he would need

for what he wanted to do, and he was so impressed that he asked
if he could pay me to help him learn his home recording software.

I was a little surprised at this, mainly because there were so many

other people out there that were experts at this, and I was a novice
at best.

But he didn't care, and I knew something that he desperately

wanted to know. So I happily took his offer, and we scheduled a
time to sit down. He paid me $100 to come over for two hours and
just show him what I knew. Because he knew nothing and was so
impressed with the session, he asked me to come back again the
following week.

The second I left his house, I took that hundred dollars, put some

16
HOW TO USE THIS BOOK

gas in my tank, got some food, and went home.

When I got home, my father asked what happened to the girl. I

said, "What girl?"

He gave me this long, weird stare, and I immediately remembered

the lie I had previously told him. "Oh, she canceled."

After enduring a painful 20-minute talk from my father about

rejection, I decided to retire for the evening, thankfully, in my bed
instead of my car.

As I sat on my bed, I thought really, really hard. This was the

easiest money I had ever made in my life. All I did was give
someone advice and got paid for it! I didn't have to do any physical
work, sell a physical product, or build anything. I just had to offer
my advice.

So I made a plan. I decided to post ads on Craigslist, offering help

with home recording software for $50 per hour. I screen-shared
with my clients and helped them learn how to record their music.
That's it.

I ended up making about $500-$1,000 extra per week and paid my

way through college.

While this alone didn't make me a millionaire, it did show me the

beauty of the education business. It taught me what was possible.

Once I got out of college, I sort of forgot about it and went on with
my life. I had bigger dreams and didn't want to be stuck doing one-
on-one coaching sessions on my computer all day.

17
DIGITAL MILLIONAIRE SECRETS

Over the next few years, I tried to learn everything I could about
making money online and building a business. I had some small
wins, but they were short-lived.

I even created my first online course, which ended up being a

massive failure. After investing three months of my life and
$10,000 into something I thought was going to be my ticket to
becoming a millionaire, I only made a handful of sales.

I tried coaching again. While I made some money, it was just

enough to pay my bills.

I even tried brick and mortar businesses. I jumped from business

to business. I owned a bar, a nightclub, a T-shirt company. I was
also a carnie for a year selling airbrush tattoos!

They all did okay, but never great.

Things got so bad at one point that Hilal, my wife at the time, and
I got desperate enough to try selling water bottles on the side of
the road. I actually spent the last few dollars I had on advertising
those water bottles on T-shirts for us to wear, making us human
billboards. And, yes, there’s photographic proof!

18
HOW TO USE THIS BOOK

Right after my desperate attempts to make money fast, Hilal gave

me the idea to start running ads for local businesses. I learned how
to do this years prior when I owned a bar and had to figure out
how to promote online to bring new customers in the door.

Before long, I had about a dozen clients, a decent income, and was
slowly starting to get out of debt. People started to notice my
success (albeit small) and began asking for my advice.

So I started offering coaching, and not only did I make some extra
money, but, in the process, I was also able to help some fellow
entrepreneurs that were just starting out.

It felt good to begin to catch up on all of my bills from the

previous year’s business failures.

Finally, I was starting to get back on my feet and things were

beginning to look up.

That was until the day I got a letter in the mail that I wouldn't wish
on my worst enemy.

All I had to do was glance at the return address: Internal Revenue

Service. I just knew that it couldn't be good. Well, it could've been
a refund … but, no, that never happens.

The letter said I owed $250,000 in taxes.

The IRS was auditing the nightclub I used to own and disallowing
all my expenses for three full years. I didn't know why they were
doing that, but they were doing it anyway. No explanation.

19
DIGITAL MILLIONAIRE SECRETS

Between running my marketing agency and doing some group

coaching for people who wanted to learn what I was doing to
generate as much as $10,000/month running ads for local busi-
nesses, I was making decent money, but there was no way I could
cover $250,000. I had to figure out something fast.

The next night, I fell asleep on my laptop. As I woke up and peeled

my face off the trackpad, I saw a link to an article. It told the story
of a man that had made over $200,000 by selling an online course.

This got me excited. I kept searching and found multiple articles

and interviews about people that made millions selling their
knowledge online.

There were tons of other 6- and 7-figure success stories. Baking,

skiing, starting a business, losing weight, computer programming,
dating advice, even how to juggle!

One guy made $1 million selling a course on how to use Excel.

Another made $70,000 per month, teaching people how to record
music. Yes, this was very similar to the business I started in
college where I was charging a measly 50 bucks an hour for one-
on-one coaching. This guy was banking $70,000 per month and
never talked to a soul! He wasn't even teaching crazy stuff, just
the basics! What did he know that I didn't?

These people were making a killing selling their knowledge

online, and at an incredibly high-profit margin since there was no
real hard cost.

So what was wrong with me? I had failed so much in this

particular industry over the past several years. The last thing I

20
HOW TO USE THIS BOOK

wanted to do was try again.

But this time I had no choice. I knew there was absolutely no other
way I could make that much money to pay the IRS that fast.

I knew I could definitely fail as I had before, but if I succeeded, it

would solve my problem.

I spent the next 30 days researching everything I could, trying to

retrace my steps and not make the same mistakes I had before.

This forced environment led me to a much different result. I

almost felt like an animal trapped in a corner. An animal that
usually would not attack, but when cornered, would let out its true
potential.

Thirty days after I decided to give it a second try, I sat down to

launch the product. I was doing a live online presentation (known
as a webinar) and only expected to make $10,000 if I did every-
thing correctly.

I figured if I could send the IRS $10,000, that would get them off
my back and allow me some time to make the rest.

However, at the end of that webinar, I didn't make $10,000.

By the time I ended the live broadcast, 48 people had said YES to
my $1,000 product.

That's $48,000 in one night.

21
DIGITAL MILLIONAIRE SECRETS

A week later, I did an encore presentation and made $52,000.

In 30 days, from start to finish, I had made $100,000—that put me

almost halfway to my $250,000 goal in just one month.

Over the next five months, I built a small team, and we quickly
scaled to $1 million in sales. I was not only able to pay the IRS,
but I also now had the money to hire a top-notch tax attorney and
get the $250,000 reduced to only $25,000!

It didn't end there. We kept scaling, and to date, my company has

sold over $10 million in online courses, coaching, and master-
minds.

At this point, you might be thinking, "What the heck did you do
that made such a difference?"

How did I go from having mediocre success in the digital product

industry (very mediocre) to being an 8-figure earner by selling my
advice online?

Well, let me ask you a question.

If I had a small time machine and I was able to send one thing
back in time to my younger self, and it was a written manual on
how to start, grow, and scale an education business, would you
want to get your hands on that manual?

Well, I have good news for you. You're holding it in your hands
right now.

22
HOW TO USE THIS BOOK

That's the exact reason I wrote this book. If I had only 200 pages
to tell my younger self exactly how to become a Digital Million-
aire faster, this book would be what I would send myself.

But why? It's because I could tell my younger self precisely what
to do and what not to do. How to skip the struggle, the experi-
mentation, and the failure. I could have saved myself so much time
and suffering.

In this book, you’ll see several examples of what I did wrong,

including trying to create my entire course before pre-selling it.

Hindsight is 20/20. Imagine if you could leverage hindsight

BEFORE the events happened?

That is what this book is about.

Allowing you to leverage my years of failure (and eventual

success), so you can do it much faster than I did.

So if you answered YES to the previous question, then I

recommend reading this book right now without setting it down.
Then, I would reread it.

This book is about hindsight.

The famous poet Roger Zelazny said:

“To paraphrase Oedipus, Hamlet, Lear, and all those

guys, ‘I wish I had known this some time ago.’”

23
Who the Heck is Dan
Henry? (And Why
Should We Listen
to Him?)

N ow, let’s fast-forward to today. My name is Dan Henry. I’m

the founder of GetClients.com.

I’ve been honored to win several industry awards, including

breaking the record for becoming the fastest Two Comma Club
award winner, which is awarded by ClickFunnels to anyone who
has made over $1 million in sales within a single funnel using their
software. I went from $0 to $1 million in five months. Addition-
ally, I’m a ClickFunnels Dream Car winner and a Top Three
Affiliate winner.

I won the 8-Figure Club award (also awarded by ClickFunnels) in

2019 and have been invited to speak on the Funnel Hacking Live
stage to an audience of over 5,000.

Voted the #1 Internet Entrepreneur in the Tampa Bay area, and

Top 40 Under 40 for Tampa, I’ve also been featured in Forbes,
Entrepreneur Magazine, Business Insider, and more.

How did all of this become possible in just a few short years?

25
DIGITAL MILLIONAIRE SECRETS

By selling over $10 million worth of my very own digital pro-

ducts.

What do I mean by "digital products"?

Essentially, I sell my advice online. The main products I sell are

online courses, high-ticket coaching, and masterminds.

Some people like to call this the “information business.” I prefer

to call it the “education business.” My goal is not simply to supply
information but to help people actually take action and use that
information to achieve a tangible goal.

In this book, I will break down some of the biggest secrets I’ve
learned while building my education business to over $10 million
in sales.

What you will read in this book is universal. It has worked not
only for me, but it’s also worked for hundreds of people that
invested in my premium programs. To see an up-to-date list of
client success stories, you can visit GetClients.com/reviews.

This business has taken me from struggling to pay my electric bill

by delivering pizzas in sub-zero temperatures in the dead of
Chicago winter, to being able to enjoy a beautiful and financially-
free life on the water in Central Florida. I currently reside near St.
Pete Beach, FL, at my waterfront estate. Every penny that made
this life possible came from my online business.

26
WHO THE HECK IS DAN HENRY?

That said, if you think you need to be extra smart or have some
“gifted talent,” think again. Even though my company has earned
over 8-figures to date, in the beginning, I was just an average
person struggling to get started. Perhaps like you.

Yes, a nobody can most definitely become a somebody.

Most people in the digital product world that make a million

dollars (let alone $10 million) get their start by knowing someone.

Usually, they participate in what's known as a "Joint Venture."

They find someone already famous with a huge email list and
pitch them on their offer. If the list owner agrees, they will then
mail their list with the newcomer's offer. In exchange, the list
owner gets 50% of sales, and the newcomer gets their start.

The difficult part is networking and getting those connections to

even be able to connect with the "already famous" list owner. As

27
DIGITAL MILLIONAIRE SECRETS

they say, "It's not what you know, it's who you know." This is true
in almost any industry. You have to be at the right party, or know
the guy that knows the guy that knows the guy.

Unfortunately for me, this never worked out. I was never taken
seriously. No one would give me a meeting. I live in a beach town
in Florida, not NYC or LA, so there were no parties to attend with
famous internet gurus.

Once I realized this, I had to begin learning how to do it all by

myself, without help or advantage from a single soul.

Still, I was able to build an 8-figure empire, most of it while sitting

on my couch in my boxers, using nothing more than a laptop.

By the time I gained enough of a reputation to begin receiving

offers from "other famous gurus," I had already far surpassed most
of them. Additionally, the one time I did participate in a joint
venture, the profits paled in comparison to my normal everyday
sales.

I'm telling you this because I am living proof that ANYONE can
do this. If I can build an 8-figure business with no help from
anyone, so can you. What you will find in this book is the “self-
made” blueprint to making that happen, even if no one else
believes in you.

Don't worry. I didn't need them, and neither do you.

28
Who This Book Is For

T he secrets shared inside this book are not restricted to any one
industry, such as making money, health, or dating. I know
people that make $50,000+ per month selling programs on
how to produce music, how to train your dog, and believe it or not,
how to jump rope!

Anyone can build a profitable education business, but here are a

few specific examples:

Experts: If you are an expert who wants to make more

money and more impact by packaging and selling your
knowledge online, this book will help you do just that.

People Who Don't Consider Themselves an Expert:

You may not consider yourself an expert. But if you've
ever had someone ask for advice, or say, "how do you do
______?" that means you have marketable knowledge
you can profit from. You could potentially change the
lives of others, even if it’s in a small way.

Coaches: If you are a coach who wants to scale your

business and impact hundreds or thousands, rather than
one at a time, this book will help you do just that.

29
DIGITAL MILLIONAIRE SECRETS

Authors: If you are an author who wants to turn that $20

book into a thousand-dollar product that sells like wild-
fire, this book will help you do just that.

Speakers: If you are a speaker who wants to get paid

every day, whether you are on stage or not, this book will
help you do just that.

Educators: If you are already a teacher who wants to

make more money and be your own boss, this book will
help you do just that.

Course Creators: If you are a course creator who needs

help deciding on a course, getting started, fixing a course
that isn't selling, or scaling an existing course, this book
will help you do just that.

Agencies: If you run an agency that wants to break away

from done-for-you work, and scale your business by
teaching rather than working in the trenches, this book
will help you do just that.

You can't scale "done-for-you." You CAN scale education.

These are just a few examples. However, there is one more

example I will share with you in the next section, the "Non-
Expert."

30
Can Non-Experts
Become Digital
Millionaires?

“H ow can I possibly profit from a Digital Product if I'm not

an expert?"

Of course, anyone that is a true expert can package their know-

ledge and sell it.

But what about people who are relatively new to a subject? What
about people who have no skills or expertise of their own
whatsoever?

Good news. Non-experts can become Digital Millionaires, too!

Even if you aren't "the best of the best," as long as you know how
to do something someone else wants to do ...

Or know something someone else wants to know ...

That's enough to package into a viable product. You don't have to

be the best; you just have to make a promise and deliver—even if
that promise is entry-level.

31
DIGITAL MILLIONAIRE SECRETS

The idea that you must be "the top guy" is a myth.

Look at Tony Robbins.

He doesn't have any life-coaching certifications whatsoever. In

fact, the top two life-coaching organizations outright denied him.
Yet, he is the highest-paid life coach in the entire world!

Credentials mean nothing. Your ability to help someone means

everything!

But what if you don't have any knowledge? Can you sell a product
on a subject even if you are not an expert on that subject?
Absolutely! It’s called “Curation”!

A perfect example is Andrew Warner from Mixergy. Andrew

interviews top business people, he then sells access to these
interviews for a monthly fee.

Imagine if you interviewed ten attorneys on how to win more

personal injury lawsuits. You sit down with ten successful per-
sonal injury lawyers, ask some specific questions, and document
their answers.

This can become a viable product that a new attorney may

purchase. It doesn't matter that you yourself are not an attorney.
You still went out and obtained the information they want, you
then packaged it into a product that they can consume. That's a
business!

So if you're wondering how you're going to sell your knowledge,

this book will help you.

32
CAN NON-EXPERTS BECOME DIGITAL MILLIONAIRES?

If you're wondering if you have enough knowledge to sell, this

book will help you.

If you're wondering how you can profit from selling information

that is not your own, this book will help you.

Knowledge is power, regardless of who created it.

33
Strategy VS. Tactics

C hinese General and Philosopher Sun Tzu is known as one of

the greatest strategists the world has ever known.

His most famous work is a book called The Art of War. This book
shares his philosophy on defeating your enemies, dealing with
conflict, and how to succeed.

You would think that every entrepreneur in the world would have
read this book. Instead, most will listen to a podcast or read a blog
post before listening to the greatest strategist of all time.

In one section of the book, Tzu says:

"Strategy without tactics is the slowest route to victory. Tactics

without strategy is the noise before defeat."³

This means if you carefully plan your strategy, it will take a while,
but you will win. If you gloss over that strategy and instead focus
on tactics, you will move quicker, but it will ultimately end in
defeat.

Yet for some reason, most entrepreneurs like to blame failure on

tactics. They accuse software, tools, or platforms as the culprit of
failure.

35
DIGITAL MILLIONAIRE SECRETS

I'm sorry to break the news. Success (or failure) doesn't come from
which button you click.

Great tactics frequently change. Great strategy does not.

When I look back at my career from zero to 8-figures, I can tell

you with absolute certainty that no matter what tactic, tool, or
button I pushed, the same strategy could be applied to different
tactics, tools, and buttons.

Think of strategy as a map to a pot of gold.

If you have the map and you know exactly where the gold is, you
can plan a route and decide what types of tools you will take.

Do you need to climb up a mountain, or do you need to trudge

through the snow?

Do you need boots or running shoes?

Are there dangerous snakes down a trail, or are you crossing a

river in a boat with hungry alligators?

Without that map, you would have absolutely no idea what tools
to bring or what tactics to use to find that pot of gold.

You could bring every tool you can think of, but without that map,
it's highly unlikely you will find your pot of gold.

The goal of this book is to give you strategies that will work today,
tomorrow, 10 years from now, and even in the next century.

36
STRATEGY VS. TACTICS

I can tell you beyond a shadow of a doubt that what software you
use or what specific tactic you think is so essential pales in
comparison to a proper strategy.

I'll give you one example.

The vast majority of my sales come from my webinar, still to this

day.

The majority of online marketers today say that webinars don't

work. But that's just an angle to try to sell whatever it is they are
pushing. (Half of the time they are still using a webinar, iron-
ically.)

I could sit here and tell you that I found a new secret strategy that
makes evergreen webinars look silly. Then I reveal to you that it's
an "On-Demand Webinar."

It's essentially the same thing, just a minor tactical change.

But at the end of the day, that's not what is truly growing my
business.

It's what I SAY in the webinar.

I remember about 10 years ago, I was a “pitch man” selling pots

and pans at department stores for a sales company.

I would get on a loudspeaker and offer a free gift (a potato peeler)

if people simply came back to my booth at a designated time. They
would have to listen to my 20-minute sales presentation, and as

37
DIGITAL MILLIONAIRE SECRETS

long as they stuck around until the end, they would get their free
potato peeler.

At the end of the presentation, I would offer them an exclusive

discount on the pots and pans. I would sell 15-30 sets per day
using this method.

Do you know what this was? It was essentially an in-person

webinar: a presentation that someone attends to learn something.
At the end, they get a free gift if they stick around and attend the
whole thing. They have done this for decades in the timeshare
industry.

Strategy: Free gift if they watch a sales presentation.

Tactic: Free breakfast at the golf course for a life insurance

seminar.

Tactic: Free cruise if you watch a timeshare presentation.

Tactic: Free webinar on how to do _____.

What makes these things work is WHAT is said and HOW they
bring people in the door. NOT whether it's at a breakfast shop or
an online meeting.

Your presentation, no matter where it is delivered, works because

of what you say and how you make people believe in your product.
Not because you press a specific button.

So even though we may discuss some tactics in this book, the

strategy shared here works regardless of which tactic you use.

38
STRATEGY VS. TACTICS

Tzu would assess the battlefield and study enemy forces. He

would discover their strengths and weaknesses. He would find out
what they were actually capable of bringing to the fight.

He would then decide when the proper time to launch his attack
would be. He would pick the best location to launch the attack.
Once that strategy was clearly mapped out, his generals would
work out the details. They would order their men to use certain
weapons, divide into squadrons, etc.

Tzu’s focus was not on what weapons the soldiers would carry.

Tzu would create the strategy that won wars.

My advice is this: if you find yourself hung up on what software

or what button to click before you have put 10 times more effort
into your strategy, you'll soon find out that you are putting your
energy into the wrong place.

You cannot use tactics unless you have a well-thought-out

strategy, and this book is going to give you just that.

If you want to sell your advice in a way that helps thousands of

people and liberates you from ever having a single financial woe
again, then embrace the idea of strategy and let go of the burden
of tactics.

That said, tactics are still important, but they change.

If you would like to see some more training specifically on tactics,

please refer to the bonus section of this book.

39
DIGITAL MILLIONAIRE SECRETS

We have put together some free training exclusively for those who
have purchased this book. This training is up to date and will be
updated if and when we find better "tactics."

That way, you can learn the strategies in this book that will last far
longer than any one tactic. Plus, you can learn some of the latest
tactics we are using and testing in our business.

40
Crafting Your

OFFER

41
Choosing Your
Niche

A question I often get is, “What niche should I choose or get

into?”

If you're thinking about what niche you should choose, you're

already doing it wrong.

It shouldn’t be about what niche you choose. It should be about

the skills and resources you’re passionate about that can also help
other people.

Instead of finding what niche is most profitable, ask yourself,

“What can I do to help people the most?”

Don’t “choose your niche.” Find the niche you already have and
explore that.

A Word of Caution about Passion:

Don't put 100% weight on passion.

For instance, I am more passionate about playing guitar than I am

about online marketing.

43
DIGITAL MILLIONAIRE SECRETS

I am also more passionate about jiu-jitsu than I am about online

marketing.

However, I am only a blue belt in jiu-jitsu and while I'm a pretty

good guitar player, I've never been a good guitar teacher. I've
always played by ear, so teaching this to others is difficult for me.

However, I am crazy-good at online marketing, and even better at

teaching it.

Out of those three, I have a level of passion for all of them, but the
things that I have the most passion for are not necessarily the
things that I have the best ability to make an impact with.

You must make the ethical decision to choose the thing you are
most qualified to teach with a reasonable amount of passion that
will impact the most people.

If you choose the thing that you're most passionate about, but that's
not the thing that you're most equipped to teach, then I believe
you're being selfish and you need to think more about the people
you can serve and less about what entertains you.

44
The Case For
Clarity
"It's a lack of clarity that creates chaos
and frustration. Those emotions are
poison to any living goal."
— Steve Maraboli

I f I could summarize how to create a $1 million education busi-

ness in just one word, it would be "clarity."

Imagine you are enjoying a movie at the theater, and you have to
use the bathroom. There's always enough light from the ceiling
lights and the screen to get up, navigate your way through the seats
to the aisle, walk down the stairs to the ground floor, circle around
and go out the ramp leading to the door.

But now imagine that when you decide to use the bathroom, the
theater employees shut off all the lights and it’s pitch black. Could
you find your way past the seats without tripping? Could you walk
down the stairs without falling on your face? Could you find the
door without stepping into the wall?

Even though there are many obstacles, those lights allow you to

45
DIGITAL MILLIONAIRE SECRETS

see where you are going and make the path clear. The darkness
makes the path impossible to navigate.

It's the same way with your business. If your business is clouded
in darkness, you'll never be able to see where you're going.

Most digital entrepreneurs have problems with clarity in many

aspects of their business.

Their product is not clear, their marketing strategy is not clear, and
their employee training is not clear. Their ultimate goal is not
clear, even to them!

Yet, we continuously try to take action on goals and plans that are
convoluted and vague.

We find ourselves frustrated with why our marketing isn't

working. We wonder why our customers are difficult. We get frus-
trated with refunds and disputes, why employees don't do their
job, and why our products simply aren't selling!

I can confidently say that 99% of the time, when I help someone
solve a problem in their business, in one way or another, the
problem can be boiled down to that one word: clarity.

In the 1990's I remember reading about a Gallup poll that asked

American workers to rank the factors that had the strongest
influence on their job performance. Of all the factors, there was
one factor that beat all others by a landslide:

"I know what is expected of me."

46
THE CASE FOR CLARITY

It may seem simple, but most of the time, when employees

struggle to do a good job, it's simply because they are not clear on
what that job actually is supposed to look like and what's expected
of them.

If you'd like to know right now if your business has clarity, then
you can simply take “The Dinner Table Test."

Imagine you have a new boyfriend or girlfriend, and you're sitting

down to dinner with their parents for the first time.

The father leans over and says, "So, what do you do?"

If you cannot answer that question in one sentence, to a degree

where the father knows exactly what you do without having to ask
any follow-up questions, then you don’t have a clear business.

If your response starts with, "Well, let me tell you a story.”

Or, "See, this is how it happened."

Or, "Well, it's kind of complicated to explain."

Then I'm sorry to be the one to deliver the news to you, but your
stuff is broken.

Every single person I have coached in business that has constant

problems can never tell me what they sell in one sentence.

After hundreds of coaching calls and working with thousands of

entrepreneurs, I finally decided to create a way to help people find
clarity with just one sentence.

47
DIGITAL MILLIONAIRE SECRETS

It's called an RMS, or Refined Marketing Statement.

As long as you can complete this one sentence by simply filling

in the blanks, your business at its very foundation will have clarity.

In the next chapter, I'll show you how to turn that clarity into a
marketing strategy, but for now, let's get a good RMS down.

See if you can complete this statement:

I help _____, achieve _____, without _____, by _____.

Let me give you an example:

Let's say you sell a training for speakers and your specific goal is
to show them that they can get paid more by giving up large
speaking gigs that don't pay much (or don't pay at all because
speakers should be happy to just get on such big stages), and
instead shows them how to land niche corporate speaking events.
Events where a company will pay $10,000 simply for a speaker to
come in and train their staff of 15 to 20 people.

Your RMS could be something like:

I help speakers triple their income without competing for big

stages by landing little known high-ticket corporate speaking gigs.

Now I don't care if your boyfriend or girlfriend's father has never

spoken on stage a day in his life or even knows anyone that is a
speaker. If you say that sentence to him, he'll know exactly what
you do.

48
THE CASE FOR CLARITY

Sure, he may ask, "What's a high-ticket corporate event?"

But that's a good thing! What you DON'T want is that deer in the
headlights look.

The last thing you want when someone asks you how you can help
them is for them to say they understand, but their head is cocked
to the side the entire time. You know that look you get when you
realize deep down they have no idea what you're talking about?
Yeah, that’s the one!

This can be extremely frustrating because you know that you have
value to give; you know you could help someone. But you just
have trouble articulating it to your customer, and sometimes even
to yourself, what that means and how you will do it.

Let's use another example.

One of my programs is called Digital Millionaire Coaching (form-

erly Sold Out Courses). Here is the RMS for that:

"I help experts, authors, coaches, and online entrepreneurs create

a lucrative digital product business without a large following by
creating a high-ticket program that sells automatically."

This RMS speaks to people who want to create a successful digital

product business. But, think they need to go through the painful
process of building a large following. It shows them it can be done
without that and on autopilot.

We have another product we are developing right now called 7-

Figure Body. The reason for this product is because I went through

49
DIGITAL MILLIONAIRE SECRETS

a rapid weight loss transformation over the past year, where I went
from overweight to being decently jacked. (I'm not The Rock by
any means, but I look far better than I did!)

Well, my audience started to notice. We kept getting hundreds of

comments on our ads and social media posts, asking how I was
able to make such a transformation while being so busy with my
business.

So my personal trainer and I sat down and mapped out a program.

But first, we needed to come up with an RMS.

We wanted to test the waters, so we only completed a partial RMS

and worked it into a “sneak peek.” We then showed it to our
audience to see if there was any interest:

"I help busy entrepreneurs get in shape without sacrificing work

time."

We’ll flesh out the rest later, but for now, this was enough to see
how our audience would respond. Remember, neither of us is a
world-renowned fitness expert.

The response was overwhelming. We had thousands of people ask

to be on a waiting list or to buy a pre-sale.

But notice, if I would have just said that I can show you how to
lose weight, you may dismiss me as not being worthy or credible.
I mean, think about it. I'm not a personal trainer. I'm not super
jacked or ripped. I'm not a professional bodybuilder or even an
athlete.

50
THE CASE FOR CLARITY

But I am a busy entrepreneur that was able to go from being out

of shape to looking pretty decent. For most entrepreneurs that are
busy, that's all they want. They simply want to look decent and
not overweight; they have no interest in being underwear models.

By making a promise that I can show busy entrepreneurs (much

like myself), how to simply get in shape (not be a bodybuilder),
and do it without cutting into valuable work time, now we have a
product that an overweight entrepreneur will salivate for.

All without me being any sort of authority or expert on weight

loss. I achieved a result, with the assistance of my personal trainer.
But guess what? He isn't certified. He is a Pro MMA fighter that
simply knows how to work out and lose weight quickly for fights.

It doesn't matter that we are not at the top of the food chain in this
industry. It doesn't matter that the majority of what we will be
teaching comes from my trainer and not from me. What matters
(and what makes the product desirable) is clarity.

The market I'm going after knows that this product is for them,
and it appeals to their pain points. That's more desirable to this
market than a "general weight loss" product made by The Rock's
personal trainer.

If you cannot gain or display that level of clarity in one sentence,

then you cannot possibly expect your prospects to understand
what you sell or whom it's for, let alone be persuaded to buy it.

In the next chapter, I'll show you how to take this clarity to the
next level and not only understand what your product is about but
exactly how to sell it.

51
DIGITAL MILLIONAIRE SECRETS

"Having knowledge but lacking the

power to express it clearly, is no better
than never having any ideas at all."

— Pericles

52
Your Entire
Marketing Strategy
in One Sentence

W hat if you could create a blueprint for your entire marketing

strategy in just ONE sentence?

That's right, all you have to do is complete this one sentence, and
you will never struggle to create a webinar, sales presentation,
paid ad, email copy, website copy, etc.

Yes, the RMS from the previous chapter will help you understand
what you sell, whom you serve, and how. But how do you expand
that RMS into an actual marketing strategy?

Now that we know whom we help, what we help them do, what
we help them avoid, and a vehicle in which we achieve this, we
must know how to take all that and map it out into a sellable
format.

The following is called the "Big Domino Statement."⁴ I learned

this one from Russell Brunson.

As popular as Russell has made the "Big Domino Statement," it is

one of the most misunderstood marketing strategies in the world.
I have coached hundreds of entrepreneurs that sell digital pro-

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DIGITAL MILLIONAIRE SECRETS

ducts, and every single one that has trouble marketing their pro-
gram has misused the Big Domino. If you want to avoid problem
after problem, you must master this statement.

The Big Domino goes as follows:

"If I can make _____ believe that _____ is the only way to get
_____, and the only way to do that is through _____, then all
objections become irrelevant, and they must invest."

It's as simple as that! Just fill in the blanks!

Okay, maybe it's not that simple. Let's take a closer look.

If I can make [Audience] believe that [Path] is the only way to get
[Desire], and the only way to do that is through [My Product], then
all objections become irrelevant, and they must invest.

Audience = Your market

Path = Your method or plan or new opportunity to achieve a goal

Desire = What they want—their goal

My Product = Your program that helps them execute the path

So, for example:

Audience = Speakers

Path = High-ticket corporate events

54
YOUR ENTIRE MARKETING STRATEGY IN ONE SENTENCE

Desire = Make money speaking

My Product = High-ticket speaker masterclass

It may seem straight-forward, but most people STILL misunder-

stand this statement.

They think it's just some form of copywriting or pitch. It's not. In
fact, you should never show this to your potential customers, or
anyone for that matter. The only person that should ever see this
is YOU. This is your internal roadmap to your company’s
marketing strategy.

You see, the secret to selling a digital product is to make people

believe two things in a very particular order.

The first thing you must make them believe is the path; the way in
which they are going to get what they desire. Then you make them
believe that your product is the only way to execute on that path.

Let's use the speaking example again. Try to imagine yourself in

the following scenario ...

Let's say you're a speaker, and you want to make more money, but
you're just not sure how. You spend all day reaching out to event
organizers trying to land gigs on big stages at prestigious events.

Every single time you reach out, you find that it is extremely
competitive to land these gigs. You also discover that because
these gigs are so big (should you land one), you won't even get
paid because the event organizer believes it should be enough
simply to let you speak and gain exposure.

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DIGITAL MILLIONAIRE SECRETS

So there you are, trying to kick off your speaking career and
getting nowhere. Because you believe you should be landing these
huge gigs, gaining exposure, and hoping that exposure leads to a
paid gig eventually down the road ... maybe.

You don't realize it yet, but you falsely believe that big gigs are
the path to a successful speaking career.

But then "The Man in the Red Hat" comes along and shows you a
check for $20,000 he received for speaking at one gig for two
hours.

The man asks you, "Would you like to learn how to get paid
$20,000 per gig? Or even $10,000? Heck, even $5,000?"

Excited, you respond, "Of course! Teach me!”

Now "The Man in the Red Hat" tells you that he used to try to land
big gigs, but every time he did, they would never pay because they
thought the exposure was enough payment. Additionally, he rarely
landed those gigs because they were so competitive.

As you are listening, you begin to relate and empathize with this
man, because it's exactly what you are going through.

He then says, "But one day I found out that corporations have a
little known thing called an employee training budget."

"This is a set budget they must spend every year on training for
their employees. For instance, a car dealership must spend
$50,000 per year on training their salespeople to sell more cars
and sell more service."

56
YOUR ENTIRE MARKETING STRATEGY IN ONE SENTENCE

And so "The Man in the Red Hat" explains how he reached out to
these corporations, told them he was a sales trainer, and offered to
come and train their employees for the low, low fee of $20,000.

He was able to land 10 gigs his very first year, netting him over
$200,000 that year in speaking fees.

The secret he shares is that he focused on high-ticket corporate

events. He targeted corporations that had a budget for these
trainings, showed them that his expertise could help their em-
ployees, and closed the deal.

He then goes on to explain how you don't have to be a great

salesperson because these corporations HAVE to spend their
budget. They are mandated to spend it by the end of the year. So
merely by reaching out and asking, you can close way more deals
than you think!

At this point, you are completely sold on the fact that you should
be going after corporate gigs instead of large general stages.

You now believe the new way (landing high-ticket corporate gigs)
is better than the old way you had been trying (going after big
stages).

You feel appreciative that he shared this secret with you, and
you've received tons of value!

But you still have tons of questions.

 How do you find these corporations?

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DIGITAL MILLIONAIRE SECRETS

 How do you get to the right department?

 How do you know if they've spent their budget or not?
 How do you tailor your speech to their employees?
 How do you accept payment?
 How do you deal with contracts?
 How do you secure a deposit?

How do you make sure your speech is valuable enough to justify

the cost, even though they have to spend it anyway?

How do you get invited back next year so you don't have to keep
closing new clients, and can instead keep speaking for the same
corporations and always have a gig in the pipeline?

You think about these questions and begin asking them one by
one...

So, "The Man in the Red Hat," says, "Well, there is a lot to this,
and I would love to teach it to you step-by-step. I can coach you,
but there will be a fee. However, you can more than pay for that
fee with just one gig. In fact, one gig will pay for that fee two to
five times over, depending on the gig you land."

Would you be interested? Most would say yes.

But why?

It's because "The Man in the Red Hat" first made you believe that
landing corporate events was the only way you're going to make a
living as a speaker fast ... and without doing the thing you hate the
most: competing over gigs that don't pay.

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YOUR ENTIRE MARKETING STRATEGY IN ONE SENTENCE

Then, once you are completely convinced that corporate events

are the path to getting what you want, he then convinced you that
his program could not only teach you exactly how to execute that
plan but would more than pay for itself even if you had moderate
success.

You are sold.

You are sold because you were convinced of the plan first, so you
bought the thing that allowed you to execute the plan.

If you are not convinced of the path first, the product will have
little to no appeal to you.

So let's take a look at that Big Domino Statement if "The Man in

the Red Hat" really existed and was actually selling this program.

"If I can make speakers believe that the only way to make $10,000
or more per gig without competing over gigs that don't pay is by
focusing on high-ticket corporate events, and the only way to do
that is through my high-ticket speaker masterclass, then all objec-
tions become irrelevant, and they must invest."

And that, ladies and gentlemen, is how you sell a program.

Whether you're creating a sales video, an email, a webinar, even a

live presentation on stage, as long as you always knock over the
first domino before you knock over the second, you will always
have a clear offer with a clear pitch.

As I said in the previous chapter, clarity is your number one tool

for success.

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DIGITAL MILLIONAIRE SECRETS

In the next chapter, I'll show you how to make a clear promise to
your customers that makes sure people salivate over your product.

60
The Promise

W hat is the difference between a program that sells and one

that fails?

What's the difference between a product you can sell for $60 and
one you can sell for $6,000?

When most people try to create a digital product, coaching

program, mastermind, online course, etc., they usually make a
very common mistake.

They create a product that doesn't have a QER. That stands for
Quantifiable End Result.

A QER means that when your customers complete your program,

they will achieve, or have the ability to achieve, a result that is
measurable.

People do not spend money on information because they think the

information is neat or helpful. They spend it because they have a
goal, and they believe that information will help them achieve that
goal.

I remember listening to one of my good friends and colleague

Ryan Stewman speak at one of my events. Ryan is a world-
renowned sales trainer and was talking about how the mortgage

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DIGITAL MILLIONAIRE SECRETS

officers make the mistake of talking about mortgages instead of

talking about the home.

"Nobody wants a mortgage. They want a home."

Mortgage officers that fail regularly talk about low rates, points,
etc. Successful mortgage officers keep the conversation focused
on the home.

This really resonated with me. Think about it ...

If you're a travel agent, do you talk about the plane ride? Do you
tell your potential traveler all the features that the plane has, the
food they serve, how the plane was built, why it's such an
incredible aircraft?

Or do you tell them about the resort? The vacation destination.

People do not care about the plane. They care about the des-
tination. The resort on that beautiful island they can't wait to sink
their toes into.

It's the same with digital products. Most people think about all the
features the program will have. How many modules. How many
lessons. How long the lessons are. How many cheat sheets. How
many coaching calls per week and on and on and on ...

They talk about all these features when deciding on pricing,

marketing, how they present the offer. And it's a huge mistake.

What they should be talking about instead is what that information

will get them.

62
THE PROMISE

If you could choose between a college degree that will teach you
how to make more money, and a magic wand you can wave that
will instantly deposit $1 million into your bank account, which
would you choose?

You would choose the magic wand every time. Why? Because the
magic wand gets you what you want the fastest. The college
degree may or may not.

But that magic wand, that's a guaranteed win.

Unfortunately, we do not have magic wands. So when selling our

programs, we must focus on what that magic wand would do for
our customers if it existed.

The easiest way to do this is to deliver a promise, specifically a

QER (Quantifiable End Result).

If you were selling a program for speakers, you wouldn't just say
the program helps you become a better speaker.

Nobody wants to become a better speaker. They want to wow

audiences. They want to get paid more for their speaking. They
want to land bigger gigs. They want the things that becoming a
better speaker will get them.

So if your promise at the end of your program is to become a better

speaker, that’s going to be a hard sell.

What’s better? Pick a quantifiable end result such as landing your

first paid speaking gig, doubling your speaking fees, winning your

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DIGITAL MILLIONAIRE SECRETS

first highly paid corporate event, or putting together your first

demo reel.

That is a much easier sell. Why? Because you have promised

something measurable. Something specific that they want.

Now, you may have the urge to try to help everyone. Perhaps you
want to help every speaker in the world. Unfortunately, many
times when we try to help everyone, we end up reaching no one.

Remember, people don't buy products, they buy solutions.

Every product is an answer to a problem. If you are hungry, you

go buy food. If your house is too hot, you buy an AC system. If
you are bored, you buy a movie or game.

That's how you must view your education business. You must find
a problem and solve it. The more specific the problem, the better.

A speaker that is already at 6-figures does not need to buy a

program on landing their first speaking gig. A speaker that has
never been paid to speak has little interest in doubling their fees.
They just want to land that first gig!

If you pick a particular type of customer with a specific problem,

and your product can solve that problem, it's a no brainer. Even if
it is a small or entry-level promise, your product will have 100
times higher chance of success.

Plus, when you market your testimonials and client results, it will
be much easier to convince new prospective students and clients.

64
THE PROMISE

You'll be able to share stories of people that achieve that quanti-

fiable end result.

Once you're able to do that, you don't even have to be a great

marketer. You simply have to put your results on display. The only
way to get those results is to decide on a quantifiable end result
and deliver. You can't deliver if your end result is not clear.

If that end result is not clear or undefined, every aspect of building

your business will become an uphill battle.

65
The Outline

I f there is one thing I could impress upon anyone, it's the power
of an outline.

I've spent weeks, sometimes even months, working on an outline

for a product. Why would I do that? Well, let me tell you a little
story.

One time, I sat down to create a new offer that I was really excited
about. I was so excited that I just started recording videos and
taking action. I recorded all the videos for the entire program in
one weekend!

They were all done and ready to go. But, when I sat back and
looked at them, I realized something incredibly disturbing.

I had rushed through the process of creation, and I hadn't properly

planned. I made some very fundamental mistakes that would have
been very bad for the student. I didn't think it through. Thus, the
entire product crumbled beneath its own weight.

To ensure I wasn't being too critical on myself, I sent it out to a

few colleagues to see what their opinion was. They told me the
same thing. They said, "Dan, you're so talented and have made
such good products before. What the hell is this? Why did you do
it differently?"

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DIGITAL MILLIONAIRE SECRETS

I knew right away. I didn't create a blueprint, and I didn't outline

the program.

This all reminded me of the time I was angry that I had to pay out
$10,000 to an architect. You see, we needed him to create a
drawing for a structure we were building. (Yes, I do some real
estate investing, but that's a story for another time.)

I thought, why would I have to pay this much money for someone
to draw something on a piece of paper? But then I realized that
this man had the most important job of anyone when it came to
building a structure.

You could have some of the best contractors in the world on the
job. But, if the plan is drafted poorly, it simply won't matter.
Everything would have been built according to a bad plan, and
therefore, it will crumble.

This often happens in the state of Florida, where I live. People

shortcut on the planning; they push blueprints through that aren't
fully refined. This can cause many problems within the house.
Some of which are so bad, it's cheaper to knock the entire house
down and rebuild it from scratch.

The same goes for your digital product business. It doesn't matter
if it's coaching an online course, mastermind, or even a book. If
you don't create the proper blueprint, your product will fail. That
is the power of the outline.

I will show you exactly how to outline your product so not only is
it successful, but it also produces the result that you have pro-
mised. As long as you follow this formula, you should be able to

68
THE OUTLINE

create a digital product that makes sense to your customers and

gets them what they want.

Don't worry if it takes you several drafts. Often, I will go through

10 to 20 different versions of my outline before I actually sit down
to start recording or producing the product.

I can't stress this enough. The power is in the outline. Create an

outline that makes sense. Create a journey for your customers
from start to finish, and you will be successful. That said, let's get
into the outline.

Below is an illustration of a customer's journey from point A to

point B.

You will notice that the first line indicates their current situation.
It's where they are right now before the purchase of your product.

The final line at the end indicates where they want to be. This is
the promise that your program makes. At the same time, this is a
promise your customers would be happy to have fulfilled.

For instance, let's say you're selling a course on speaking, and your
target market is new speakers. The first line could be something
like, "Never paid to speak," and the final line could be, "Lands

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DIGITAL MILLIONAIRE SECRETS

first paid speech."

That is an obvious path between where they are now and where
they want to be. All your program has to do is get them from point
A to point B. It doesn't have to make them the next Tony Robbins
or $1 million speaker. It only needs to achieve point A to point B.

Now you'll want to draw several small lines between those two
big lines. These small lines should represent the linear milestones
(or steps) needed to get from point A to point B. If the student
completes each milestone in order, they will likely achieve the
desired result the program will promise.

Once you have that down, look at each milestone. Those mile-
stones become your modules. Now ask yourself, “What are the
individual details needed to complete this module?” Simply break
down the steps in detail. These steps become your lessons.

70
THE OUTLINE

To summarize, the milestones are considered modules, and the

steps that make up those milestones are considered the lessons.

If you're preparing for an event, it's the same thing. You're just
presenting it live.

If you're doing coaching, it's the same thing. You're just teaching
it live.

If you’re writing a book, your modules could be your chapter

headings and your lessons are the individual steps within each
chapter. Do you see what I mean?

If this does not make sense when looking at your outline first, then
when you finally sit down to create the content, none of it is going
to make sense.

Your customer will be confused, and you will be confused. But, if

you have a strong, refined outline, then the process of creating the
content will flow easily and smoothly. In fact, whenever I create
a strong outline, I find I'm able to produce high-quality content
five times faster than if I didn't have a plan of action.

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DIGITAL MILLIONAIRE SECRETS

Every time I create a new digital product, I spend far more time
on the outline. In fact, the last program I created, I spent more time
on the outline than I ever have. The people that bought this
particular program had also purchased a lot of my other programs.
I’ve received dozens of emails saying how great the program is!
And that it's better than anything they had ever bought on the
market.

If someone were to ask me what the number one secret is to

creating a successful high-quality digital product, and what has
been the biggest needle-mover for me, I would say, creating a
strong outline and not taking the next step until you are 100%
satisfied with it.

“Give me five minutes to chop down a

tree, and I will spend the first two and a
half sharpening my axe.”

— Unknown Woodsman

72
How to Teach
“I never teach my pupils. I only attempt
to provide the conditions in which they
can learn.”
— Albert Einstein

W hen I was a kid, I would always listen to my father, but

very rarely listened to my mother. It wasn't because I didn't
like or respect her. It was only because my father was better at
persuasion and teaching.

I remember I used to go in the cabinets underneath the kitchen

sink relentlessly. My mother, who was in the kitchen more often
than my father, would say things like, "Daniel, don't go in there."
Or, "Stop doing that. Get out of there."

She would always simply tell me not to go in there, without any

reasoning as to why. Well, one day, it hit a breaking point, and my
mother asked my father to do something about this.

My father came up to me and said, "Son, do you know Jeffrey

from down the street?"

And I said, "No."

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DIGITAL MILLIONAIRE SECRETS

He replied, "Well, that's probably because Jeffrey died last week.

You see, he went under the sink and touched something he
shouldn't have. It made him sick, and he died. He was never able
to see his parents again, never able to play again. He's dead."

I sat there with my eyes as wide as silver dollars as he told this to

me.

He ended with, "So what do you think you should do?"

I remember feeling freaked out by this story. Before I even had

time to think, I blurted out, "I shouldn't go under the sink."

My father replied, "That's right."

From that moment on, I never went under the sink again. You see,
instead of my father just telling me what to do, he told me a story,
which allowed me to come to my own conclusion on what to do.

Have you ever heard the saying, "Make them think it's their idea?"

Well, there's a reason that is so powerful. When someone hears a

story that brings them to the conclusion that they must do what-
ever the principle of that story is, they are much more likely to do
it.

Giving steps is not enough. You must inspire them. They have to
care enough to take the steps. If you do this, you will not only
make more money, but you will also make more impact. More of
your students will get results, and thus, you will have more
testimonials and more social proof. These things will grow your
business even more.

74
HOW TO TEACH

It is not enough that someone gives you money and asks you to
teach them. You must continuously inspire that person to do the
work.

What I'd like to share with you right now is how I approach
teaching.

I've learned this after teaching over 15,000 paying customers how
to grow their businesses. I first discovered it from teaching martial
arts to children.

Once I started teaching this way, not only did a couple of my

students place in national competitions, but I have also helped
create quite a few millionaires.

It looks something like this:

State the point of the lesson.

(This lesson is called ________, which will show you how to

_______.)

Share a story that illustrates WHY this is important.

(Let me share a story of why it's so important to ________.)

Share the step by step instructions.

(Here is the step by step how to _______.)

Share examples of this lesson put into action.

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DIGITAL MILLIONAIRE SECRETS

(One of our other students did this, and their results are _______.)

Re-state the point of the lesson.

(Now you know how to _______.)

That's it! Don't overcomplicate it, but also do not think that you
do not need to share some inspiration in each lesson. You do.

It's easy to get someone to pay money to learn something. It's

harder to get that same person to take action on what they have
learned.

In the next section of this book, we will take a look at your first
steps when it comes to asking people to pay you for your advice.

“I am not a teacher, but an awakener.”

— Robert Frost

76
Testing Your

OFFER

77
Why You Must
Always Sell Before
You Create

W ait—what? Sell BEFORE you create? Isn’t that unethical?

I've been on hundreds of webinars, countless sales calls, and read

thousands of comments from prospects. The number one objec-
tion I get when I tell someone to sell their program before they
create it?

"That's unethical."

I believe people are conditioned to believe it’s unethical because

of social programming, not because it makes sense. In a moment,
I'll show you exactly why it is MORE ethical to pre-sell your
program. In fact, selling THEN creating is your best bet of making
a product that your students will absolutely love.

Have you ever heard of the famed poet Alexander Pope? In 1713,
Pope set out to translate over 15,000 lines of Greek text into
English.

This endeavor was a monumental project that would take more

than five years, tons of resources, and an enormous amount of
money to complete.

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DIGITAL MILLIONAIRE SECRETS

Considering the massive expense, Pope wanted to make sure this

book would be a success. So he decided to make a pitch to the
people.

The pitch was simply this:

If they invested two gold guineas in supporting the effort to make

the book, they would get exclusive incentives that no one else
would. These incentives included a first edition of the book, their
name mentioned in the acknowledgments, and the pleasure of
helping to modernize ancient poetry.

750 people took Pope up on his offer, and Pope was able to fund
the book.⁵

Do you know what book I’m referring to?

The famous translation of Homer’s Iliad.

I think it’s safe to say in this situation that everyone wins!

Now, let's say you're not big into history or poetry; let me give
you another example.

Have you ever heard of Perry Chen?

In 2009, Chen founded a company that the very next year TIME
Magazine called one of “The 50 Best Inventions of 2010."⁶

I'll tell you what that company was in a moment.

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WHY YOU MUST ALWAYS SELL BEFORE YOU CREATE

Perhaps you've heard of it, maybe you haven't, but what's

interesting is how it came about.

You see, Chen was always big into the music industry. In 2001 he
had an idea to bring a famous pair of DJs down to play a show
during the 2002 Jazz Fest. He went through the trouble of finding
an excellent venue and reaching out to management. Unfor-
tunately, in the end, the show did not happen due to the lack of
funds.

He hated the fact that the people that mattered the most, the
audience, had no say.

He thought to himself, “What if people could go to a site and

pledge to buy tickets for a show? And if enough money was
pledged they would be charged and the show would happen. If
not, it wouldn't.”⁵

During the next few years, he couldn't get this idea out of the back
of his head.

In 2005 he met his future partner, Yancey Strickler. They began

working together and brainstorming how to make this idea he had
come to life.

They were determined to make this dream a reality and over the
next few years, brought in other individuals and partners who were
able to help.

They created code, wireframes, and specifications for the website.

Finally, it was complete and ready to bring to the world. They had

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DIGITAL MILLIONAIRE SECRETS

no idea if anyone would even like this idea or if it would work.

The idea for the website was simple.

A creator can upload their idea for a product or project and ask for
pre-sales and pledges. If enough people paid before the product/
project was complete, they would create the product. If not, then
they did not create the product, and no further work was required.

People that pledged early would get additional incentives that

were delivered once the product was complete. Incentives that
regular customers, later on, would not receive.

Ten years later, this website has helped fund over 175,000 projects
to date (and that number continues to climb), $4.7 billion has been
pledged, and over 17 million people have gleefully paid for pro-
ducts yet to be created, thus allowing them to be created without
cutting corners.⁶

Now they had the funds to make something great and the con-
fidence it would sell.

The name of this website is Kickstarter.

So let me ask you, if it's good enough for Kickstarter (one of the
most popular and highly revered startups of the past 50 years), is
it good enough for you?

Let me tell you how I apply this to the online education business.

I call this the "Beta Launch."

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WHY YOU MUST ALWAYS SELL BEFORE YOU CREATE

The first time I tried to create an educational product, I built the

whole thing without ever telling anyone what was happening. I
recorded all the videos, created all the educational content, and
finished the product.

It took me about six months and $10,000 in investment. I bought

video cameras, microphones, a green screen—the works.

Well, guess what happened when I launched? Not only did only
12 people buy, which was a massive failure, but those people
honestly thought the product wasn't that good.

They weren't contesting that I knew what I was doing. Those that
bought knew that I was very good at the subject matter. However,
after taking the course, they still didn't get it! Simply put, my
curriculum did not explain it well enough. As a result, dozens and
dozens of questions came pouring in from students. Even though
only a handful bought, I got almost a hundred questions!

This experience caused me to rethink the entire program. Now I

had to go back and correct all of these lessons. Plus, I wasn't even
getting paid for it! To make matters worse, I only made about
$2,400 off a $10,000 investment!

That was the last time I created an information product for about
four years. I just didn't think I had it in me, and I thought this was
just another failed idea.

Little did I know that I simply went about it all wrong. I let society
tell me that it's unethical to sell something before you create it,
and I didn't break down the mechanics of what that meant.

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DIGITAL MILLIONAIRE SECRETS

Four years after this disaster, I decided to give it another shot.

Kickstarter inspired me, so this time I sold the program before I
ever created it.

This second attempt was where I first discovered the power of a

"Beta Launch."

The pitch was simple. You would get a 50% discount, and I would
teach it to you live. Meaning, once the pre-sale was over, about a
week later, you would attend a live training where I would teach
the curriculum over a streaming broadcast. Then I would take
questions after each lesson.

What happened next was quite phenomenal.

I made $12,000 in sales after making this "Beta Pitch," but that's
not the best part.

As I was teaching live, if I came to a point where students didn't

quite understand something, they let me know right there on the
broadcast.

Maybe it was the analogy I used or an example confused them; it

could have been anything.

So I would ask at the end of every lesson, "Did you understand

this?"

If they said no, I would pause, think of a different way to explain

it, and try that. I kept re-explaining things until people said, "Oh,
now I get it."

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WHY YOU MUST ALWAYS SELL BEFORE YOU CREATE

I then took the recordings and edited out the inadequate explan-
ations and left the ones students loved.

Plus, when I went to refine my program and re-record it, I was

able to produce an educational curriculum that allowed students
to get results without having tons of questions.

This process helped my students because they got bigger, better,

and faster results. It also helped me because I no longer had to
answer a ton of questions that were simply due to not taking the
time to test my curriculum.

Since then, I have taught this process to my clients, which has

allowed them to make nearly instant money with very little
upfront work! More importantly, it has helped to create massive
results for their students!

On a side note, all my premium clients learn "The Beta Pitch."

This fill-in-the-blanks script is about as close as one can get to
yelling, "Abracadabra," and money just appearing before their
eyes. (You can find this script in the 30 Days to $100K Blueprint
later in this book.)

For instance, one of my clients, Zach, earned $6,237 doing his first
Beta Pitch to only 30 people! Another client, Jason, butchered the
Beta Pitch and did almost everything wrong, yet he did enough
right to make $6,843.

My client Aileen really knocked it out of the park and made

$96,000 with her Beta before ever creating her program.

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DIGITAL MILLIONAIRE SECRETS

To see screenshots from the above clients, as well as more

examples of clients that have succeeded with the Beta Pitch, visit
DigitalMillionaireSecrets.com/beta.

So there it is. If you sell something before you create it, you have
time to refine it and make it great. Your initial group of Beta
students will love your product because you've worked with them
to refine it. They will feel special.

Finally, your future students will have the best possible version of
your product.

However, if you throw something together without testing it or

working with students, then you are just guessing.

What is more ethical?

To take the time to refine a program and make it great? Or to just

guess?

I would argue that the latter is far more unethical. Not to mention,
when you pre-sell your program, you're getting some initial
income that validates your idea and the fact that people are willing
to pay for it. Plus, it gives you that extra motivational push to get
the job done and finish the project!

Much like Kickstarter and much like Pope, this concept has
allowed my company to create million-dollar products that work
consistently.

Remember, the number one thing that will set you apart from the

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WHY YOU MUST ALWAYS SELL BEFORE YOU CREATE

market is how great your product works. If you rely on marketing

and sales trickery, that will be a temporary stay of execution. In
other words, your business is doomed if you don’t focus on
making a stellar product.

You cannot rely solely on sales and marketing. No amount of

marketing will save a bad product.

If you want to dominate, build a legacy, spread your message, and

make an impact on the world, you have to take the time to create
something amazing.

That's why when I work with my clients, I not only show them
how to sell programs, but I also take the time to show them how
to make great programs through our systematic Beta process.

I believe it is more ethical to do so and will result in more sales

and more impact in your business.

I don't help people sell crap products. I help people create

something tremendous and spread the word to as many people as
possible to change their lives.

To me, that is the height of ethics. If you feel differently, perhaps

you should put this book down right now. However, if this sounds
good to you, then flip to the next chapter.

87
How I Made $100K
in 30 Days:
The Blueprint

T he following blueprint is a plan for theoretically making

$100,000 in 30 days. The reason I say this is because I made
$100,000 in 30 days when I got started. This plan is, to the best of
my recollection, exactly how it went down, and the instructions I
would give myself if I went back in time.

NOTE: I do not expect you to make 6-figures in 30 days with this

plan. I am simply providing you with the blueprint I used to make
that happen. Keep in mind, I had all day, every day, to do this. I
was not working a nine-to-five job at the time. Still, the
opportunity is there no matter how much time you have. Maybe
you'll only make $5,000 or $20,000. Perhaps you'll beat me and
hit $120,000! Either way, this blueprint is the fast track to selling
a course or coaching program even if you have little to no budget.

Day One

Today you'll focus on decision making. Identify something that

you are good at that others would want to learn. It could be a
minimal skill or a big one. It doesn't matter.

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DIGITAL MILLIONAIRE SECRETS

"I will teach [AUDIENCE] how to get [DESIRE]."

Create a Facebook group, mentioning that skill/desire in the name.

Use a free graphics program such as Canva to create a cover photo
with your smiling mug on it.

Add a link to the group on your personal Facebook profile. Edit

your cover photo, bio, and featured sections to include a "Call to
Action."

“Want to Learn ______? Join my free Facebook Group [GROUP

NAME]."

Now, if anyone comes to your personal profile, they'll see a huge

"Call to Action" to join the group immediately.

Next, join several niche groups focused on your target audience.

Meaning, people that are discussing the skill you based your
Facebook group around.

All of this should get done before lunch. If it takes you longer than
lunch, it means you are being too picky with graphics, or you are
simply lazy. Deny yourself lunch until it's completed.

Eat.

Now record a quick video welcoming everyone and giving some

tips. Post the video in the group. Pin the post/announcement.

Spend the rest of the afternoon interacting in the groups you've

joined. Provide value by helping people and answering questions.

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HOW I MADE $100K IN 30 DAYS

Ask open-ended questions and keep comment threads going.

People will see the value, get curious, click your name, see your
profile, see the call to action on the cover photo, and join your
group. They'll probably send you a friend request as well.

Finish the evening by welcoming each new member personally

into your group. There may only be a few, but these are your first
steps. Send them a welcome message and get to know them a little
bit.

Right before bed, sign up for a Stripe account so you can accept
payments and get that out of the way.

It’s only day one, but this is what it takes.

Days 2-5

For the next few days, continue providing value in other groups
and networking. Make valuable threads in groups and do this until
your group has a couple hundred members.

Some groups even have designated days or threads where you can
promote your business without violating the group rules. Research
the days and times these promo threads get posted in each group,
set an alarm on your phone for 10 minutes prior, and be the first
one to post an appropriate link when it’s time. You mess around
on social media all day anyway, so this should be easy.

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DIGITAL MILLIONAIRE SECRETS

Day 6

Create a free survey using Google Forms. Call it "Free Training

Survey." Ask some questions based around what your audience
wants to learn. Ask them what's holding them back and what ob-
stacles are in their way, so you can later utilize their answers to
overcome objections.

Create a post in your group, and on your personal page, an-

nouncing you will be creating a free eBook or video training on
the subject of your group. For instance, if your group is about dog
training, then the video training should be about how to train your
dog, etc.

Then say, "To make sure the training is awesome, please fill out
this survey! I want to cover all your questions on the webinar!"

To keep it at the top of the feed, spend the rest of the day keeping
open-ended sub-threads going on this post. That's the secret to
engagement. You'll begin getting answers to your form, which
will give you everything you need to create sales copy, webinars,
and even your offer.

Days 7-8

Continue to promote this survey while writing out bullet points of

what you are going to share on this free training.

Begin by identifying the end result everyone wants to achieve.

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HOW I MADE $100K IN 30 DAYS

Refer to their survey answers to find out what obstacle is in the

way that they think they need to overcome to get that result. Now,
find an alternative path to the end result.

For instance, if people want to learn to be speakers and think they

need to network with publicists or agents first, teach them how to
land paying speaking gigs even if they don't have an agent or know
anyone in the industry.

As long as you can identify the desire and you know you can teach
an alternative method (the main obstacle that will get them the
goal), they will buy.

Your video training should teach three main things, but you will
teach them through storytelling. Sketch out the three things you
will teach and come up with a story for each one.

The first story will be an overview of how you discovered the

alternative path or the "new way" to achieve their goals. For
example, if your audience is made up of actors who believe they
must move to LA to network and land roles, find a story from your
own life experience that shows them why this belief is false. For
example, perhaps you made money as an actor while living in
Kansas by solely auditioning online and flying out to gigs!

The second story will cover why this new path will work for them.
Even if something is stopping them, they have little control over
it. So for the acting offer, they may believe that if they don't have
a portfolio, no one will take them seriously. If they can't land roles,
how can they have a portfolio to get more gigs?

Tell them the story about how you landed unpaid roles in student

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DIGITAL MILLIONAIRE SECRETS

films at your local college in exchange for portfolio footage. Now

they'll realize they can easily and quickly build a portfolio,
leveraging their local college. That's value.

Finally, cover why the new path will work for them even if they
feel something is internally wrong with them. For instance, if the
actor says, "Great! I can land roles without relocating! I also see I
can get a portfolio quickly using student films. But, what if I'm
not good at selling myself?"

Find an event from your life to overcome this objection. Share the
story of how you thought that as well, but your buddy that
introduced you to online auditions told you a secret. The secret?
Casting directors do not speak to the actors directly. Agents
submit most online auditions, and the agency goes to bat for you
if your audition is chosen. All you need is talent, the right look for
the role, and availability. Sales are taken care of by the agent.

By the way, I'm making this up for illustrative purposes. I have no

idea if this is how online auditions work, or if that's even a real
thing.

Get yourself a whiteboard and practice what you will say. By Day
9, this presentation should be ready to go.

Day 9

Announce in your group that the webinar will be held on a specific

date. You will be going live in your group. Make sure to include

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HOW I MADE $100K IN 30 DAYS

in your post, "Who wants into the webinar?" That way, people will
naturally comment, "I do" in the comment box, consistently
driving it to the top of the feed.

Host a Facebook Live in your group and give a preview of Secret

#1.

Day 10

Do another Facebook Live in the group teaching a preview of

Secret #2. Continue to promote the date of the webinar.

Day 11

Repeat what you did for Day 10, but now give a preview of Secret
#3.

Day 12

Today is the webinar. Continue hyping it up to make sure every-

one is aware of it right until the last minute. Go live and perform
your webinar, teaching the three secrets. Once finished, make an
offer.

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DIGITAL MILLIONAIRE SECRETS

The offer is simple.

Announce that you plan to launch an online course covering in

detail what you shared on the webinar.

Then, do the Beta Pitch:

"I'm going to make a special one-time offer right here, right now.
If you get in now, you'll not only get the course for half price, but
you'll also get to take part in a group coaching session. I will
personally teach it to you and answer all of your questions live
during the training. I'll make SURE you understand everything!"

Since people may not know or trust you yet, mention that you are
going to offer something better than a refund. You'll charge them
$1 today, and they won't get charged the full price until 48 hours
after the live coaching session. That way, they can try it before
they buy it.

If they don't like it, they can send you an email within 48 hours
after the training and request to cancel. Cancel the charge, and
they'll never even have to pay for it.

Then make a secondary offer. If they are 100% in and don't care
about the refund guarantee, they can pay in full right now for an
extra discount.

Let's say you charge $300 and 10 people take the offer. You now
have $3,000 soon to be in your pocket.

If you don't sell a single copy, you know that there's something

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HOW I MADE $100K IN 30 DAYS

fundamentally wrong with the offer. You can now put a halt to
this right away before wasting too much time.

If you had spent the entire time creating a program, you would've
wasted all that time once you discovered no one wanted it. By
identifying this potential problem early, you now have time to fix
it.

Days 13-15

The coaching session is in a few days. Spend those few days

coming up with very quick and ugly bullet point slides to present
to your students. Don't spend time on making it look nice; what's
most important is the content.

Day 16

Now it's time for a group coaching session. I prefer Zoom web-
inars to host the sessions, but you can use whatever you like; just
make sure there is a Q&A box.

Begin teaching each lesson doing the best you can to make what
you are teaching clear. Then at the end of the lesson, ask for
questions. Answer each question thoroughly and completely.

If you feel that people don't understand what you are teaching,
mark that lesson as needing revision. Or re-explain on the spot,

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DIGITAL MILLIONAIRE SECRETS

and write down the time in the video when it happened. You can
edit out the bad explanation later and keep the good one.

If you need to completely redo any lesson, offer it 100% for free
on a different day. Revise your work to make sure they love it.

Complete the group coaching session and ask for feedback.

If feedback is overwhelmingly positive, bring them on camera and

ask for an on-the-spot testimonial. They will be super hyped, so
the testimonial will be good. Now you have social proof for use in
your marketing, and it's only been two weeks.

Days 17-18

You should now have a several hour video file from your group
coaching day. Over the next two days, mark out where lessons
should begin and end. Notate any mistakes to get cut.

When the day comes for everyone to get charged, make sure all
the charges go through. If anyone wants to cancel, cancel their
charge and get some feedback from them.

If you do everything correctly, you should get little to no cancel-

ation requests. I only received one the last time I did this, and it
was only because the guy didn't have any money. If you made 10
initial sales and got only one or two cancellations, you should have
at least $2,300 in your pocket. However, the first time I did it, I
had close to $4,000.

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HOW I MADE $100K IN 30 DAYS

Before bed, create an account on Fiverr or Upwork and hire

someone to edit the lessons. Send them the “time-based edits”
document you made, and let them work. That should cost no more
than $500. Now you have at least $1,800 left.

Continue to promote your group.

Day 19

Use the questions, pain points, and feedback from the coaching
session to create a free PDF report offering some tips and value.
Also, start working on what you will say on your next live web-
inar. You should be refining it from what you learned from selling
your Beta offer.

Once you get the videos back from the editor, load them into a
membership portal. Upload the "end of the coaching session
testimonials" to YouTube or other video hosting platform.

Days 20-24

Now that you have money in your pocket, run your first Facebook
ad (or YouTube ad) offering to give away a free cheat sheet.
Funnel prospects into your Facebook group by inviting them on
the confirmation page and welcome email. Spend about $1,000 on
ads for the cheat sheet. This should get you several hundred
prospects on your email list and in your group over the next week.

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DIGITAL MILLIONAIRE SECRETS

Host live videos and hype up the new webinar in your group over
the next several days. These videos will direct them to a regi-
stration page for a new live webinar. This webinar will be more
refined and have a complete offer stack with an order page at the
end.

Day 25

Broadcast the webinar and make the offer. After pitching your
product, there is a super ninja trick I discovered that increases
sales. It’s just something I tried once and it worked fantastically.
Tell them if they want to get into the private group, they need to
post in your free group and say, "Hey [YOUR NAME], I just
bought the program. Please add me to the student group."

Then screen share the live feed of the group during the offer pitch
and actually show the "I just bought" posts live! This will cause
extreme mob mentality and a buying spree.

This is how I made $48,000, my very first webinar, and $52,000

on my encore a week later. I created a mob mentality, and I barely
had a list.

Days 26-28

Schedule an encore webinar and promote the heck out of it for the
next several days. Keep the cheat sheet ad running. More money
will be coming in, so you can spend more on ads.

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HOW I MADE $100K IN 30 DAYS

Day 29

It's possible to pull $30,000 to $50,000 out of this initial webinar

and another $30,000 to $50,000 a week later with an encore.

This brings you close to a 6-figure month starting from nothing.

I know this is possible because this is what I did when I hit

$100,000 in my first month.

Even if you only generate 1/5 of that, you still will have made
around $20,000. If you don't, it simply just means you need help.
The problem could be your offer, your webinar, etc. It's normal to
need help. If everyone could do this on the first try without help,
the entire world would be millionaires.

Day 30

Relax. Then start refining your program immediately. Make it the

best possible product out there because THAT is what it will take
to scale.

Final Thoughts

If there is an audience willing to learn something for free, there

will always be some willing to pay for more. You only need 1%
of your audience to buy to become a millionaire and change the
world at the same time.

101
The Whiteboard
Webinar

I n this chapter, I will share a secret that revolutionized my

business. It's called “The Whiteboard Webinar.”

Now, before I share this, let's back up a bit so I can give you a
little background.

There is one method of selling that has been responsible for 99%
of my income, and that is a webinar.

Now, you may hear some disgruntled noise in the market that
webinars don't work anymore, or maybe you're entirely unfamiliar
with what webinars are.

Webinars are just online presentations. The webinar format has

been around for thousands of years!

The format is simple. You give a presentation, teach something of

value, and then at the end, ask those viewers to buy an offer that
allows them to execute on the knowledge they just gained.

Ever been in a Sam's Club or Costco? Have you seen those people
behind the booths that offer a free gift if you watch a presentation?
They’re basically doing in-person webinars!

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DIGITAL MILLIONAIRE SECRETS

For instance, let's say you attend a presentation on how to save

money on your electric. The presenter shows you that you're
spending way too much with your power company, and you could
save so much more with solar panels!

So you think, "Wow, I would save so much money with solar

panels, but I just can't afford them."

Then all of a sudden, before that thought can even complete in

your mind, the person behind the booth says, "Here's how anyone
can afford solar panels!"

They then proceed to tell you about tax credits, financing, and all
kinds of things that overcome your objections of why you can't
have what you want.

This entire presentation is a webinar. The only difference is that

we call them sales presentations offline and call them webinars
online.

This method is precisely how we sell millions of dollars in high-

ticket products online.

If properly executed, a webinar can scale your company to 7- or

8- figures in a very short time. But it must be done "properly."

When I launched my first webinar, I was just winging it. I made

zero sales. Then I went out and bought books, coaching, and
learned everything I could to learn more about this process.

I invested time and money into learning this craft.

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THE WHITEBOARD WEBINAR

My next webinar? I generated $48,000 in two hours. Fast forward

to today, and I’ve made over $10 million with just two properly
crafted webinars.

Now that you know how well webinars work, let me tell you how
most people approach them and why it's a mistake.

Typically, a webinar contains tons of slides, graphics, illustra-

tions, perhaps a countdown timer, and all kinds of little nifty bells
and whistles to squeeze the maximum amount of sales out of your
presentation.

However, people often use these as a crutch and spend weeks or

even months building these out. They create what they would
consider their masterpiece, then launch the webinar, and no one
buys.

I've only made this mistake once, and I will never make it again.

Would you like to know how to find out if that webinar you're
planning on creating will actually work? Would you like to know
within 30 minutes, instead of weeks or months?

Let me tell you a little story about one of the highest converting
webinars I've ever made.

A couple of friends of mine, Todd Snively and Chris Keef, came

over to my house to talk business. They were interested in doing
a joint venture at the time. This means I would create a product,
sell it to their existing list, and we would split the profits. The plan
was to meet, discuss our ideas, and then plan a date to launch.

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DIGITAL MILLIONAIRE SECRETS

However, we had a few drinks that day, and I wanted to try

something crazy.

I said, "Why are we talking about doing a JV? Why don't we just
do one right now?"

Todd and Chris looked at me sort of confused and said, "What do

you mean?"

I said, "Tell me about your audience and their biggest struggle. I'll
come up with a product to solve the problem. We'll jump on a
Facebook Live in 20 minutes, and I'll sell it to them."

Confused, they asked me, "Well, you haven't created the product
yet?"

I said, "Yeah, so we're going to give them a 50% discount, I'll film
it next week and send an email out the following week so they can
enjoy the offer and get in on this nice little pre-sale.”

Todd and Chris thought this was a stellar idea. All three of us are
very busy people, so this made a ton of sense. If no one bought,
then we don't have to do any work! If they do buy, then we do the
work we already got paid for, and their customers enjoy a
significant discount for getting in early. Everyone wins.

They agreed to move forward. So after hearing the problems their

audience had, I knew right away what I could teach to solve them.
I didn't have all the details fleshed out yet, but that didn't matter—
more on that in a moment.

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THE WHITEBOARD WEBINAR

So they went into their Facebook group, announced they were

going to be doing a special impromptu training, and told everyone
to hop on the live in 20 minutes. I quickly scribbled down what
the offer was and what I was going to say on the live.

Chris held his phone up; it was just a little iPhone, which back
then was nothing more than a crappy iPhone 7. I went live, shared
a few stories on a whiteboard on how to overcome their problems
and then made the offer. This lasted about 25 minutes. Once we
ended the live, I checked sales.

We made $25,000! In 25 minutes. That's about $1,000 per minute!

I could not believe my eyes!

I then filmed the product over the next couple of weeks and sent
it to those who'd purchased.

I had a huge epiphany that week. I learned you don't need bells
and whistles, false scarcity, timers, chat windows, fancy slides, or
graphics to make money with a presentation.

If your offer makes sense to your audience, they will buy it. If it
doesn't, no amount of fancy graphics or advanced webinar
software will save you.

Will those things help? Sure they will, but they will not fix
something that will never sell. They will not take an offer that no
one wants and make them want the offer. They will simply en-
hance and squeeze a few extra sales out of an offer that people
already want.

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DIGITAL MILLIONAIRE SECRETS

So, the first step is to make sure that people actually want your
offer. That is why I absolutely love the whiteboard webinar
method.

With this method, you're able to, with little to no preparation, craft
a message, and deliver it. You strip yourself of all those fancy
tools and see if it sells in its rawest form. If it sells raw, it can
scale.

If you can nail the message and the offer with nothing more than
an iPhone and a whiteboard, you now have a seed that will surely
grow into a million-dollar business.

Plus, you now have validation that it's okay to take the next couple
of weeks and build out a fancy webinar with fancy emails and
fancy automation.

At the end of the day, if you can't get past the whiteboard webinar
and make a few sales, you have absolutely no business building
out a huge email campaign, creating hundreds of slides, or
building a complicated webinar funnel.

I remember one of my clients, Arnie, came to me and was

struggling with an offer. He tried so many times to build out a full
webinar, and it just didn't work. So I told him about this white-
board webinar method, and he decided to give it a go.

However, things went terribly wrong. Arnie went live, and no one
could see the whiteboard! He had set up too many lights, and the
board was completely white and, therefore, illegible on camera!

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THE WHITEBOARD WEBINAR

At the last minute, he had to put down his marker, sit down in front
of the computer and just talk to the camera. So with no white-
board, he shared his message and his offer.

He made $16,000 that day.

Today, he has $100,000 months.

What is the moral of this story? It's simple. Break something

down, stripping it down to its most raw and simple form. If it still
works, it's a winner. However, if it takes complicated bells and
whistles just to make a sale, it will fall apart at scale.

"Our life is frittered away by detail ...

simplify, simplify."

— Henry David Thoreau

109
The Power of
Polarity
"If you're always trying to be normal, you
will never know how amazing you can
be."
— Maya Angelou

M y brand began kicking off during the 2016 election when I

noticed that Donald Trump was doing all this crazy stuff,
saying the craziest things. And he ends up getting elected as the
President of the United States!

And I remember noticing and paying attention to what was

actually happening. I noticed a few very important things. He
would intentionally say stuff just to get in the headlines.

He reached the media outlets that were opposing him (who

thought they were hurting him), but they were actually helping
him reach more of the people that resonated with him.

He had 10 times more free media exposure than all of his oppo-
nents combined.

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DIGITAL MILLIONAIRE SECRETS

And it was at that moment I realized that if you make enough

noise, all eyes will be on you. Make sure you're selling something.

I also realized that if I wanted to stand out, I had to make a splash.

So I went in this popular Facebook group that at the time was all
about being yourself in your business.

I posted a picture of me naked on the couch with nothing but a

little smiley face as a cover-up, and I said:

“Who wants to learn marketing from this guy?”

And it blew up!

There were hundreds and hundreds of comments.

It was the first time I decided to put myself out there.

Prior to that, I had been boring and professional—what I thought

other people wanted me to be.

It was the first time I decided to take a chance and just be myself.
(My father was a shock jock in the 80s, if that gives you any clue
to my sense of humor.)

When I did, it blew up so much that people started friend-

requesting me, joining my Facebook group, and following me.

It was the initial thing that made people actually start becoming
fans. It was different, and I was unapologetic about it.

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THE POWER OF POLARITY

I basically modeled not what Donald Trump was doing exactly,

but the idea of leverage, and I applied it to my marketing efforts.

I noticed that every time he did something that would have ruined
the career of any other politician, (that would make any other
politician, historically, resign), all he did was shrug it off.

Everybody was upset about it, but because he didn't engage and
he didn't apologize and he didn't play into it, everybody forgot
about it and they were talking about something else a week later.

That’s when I realized that, even though they say it takes a lifetime
to build a reputation and only a few minutes to destroy it, I don't
believe that is true. I believe that you can say something and make
a mistake and as long as you don't feed into it, when people call
you out on it, eventually they'll forget.

Countless times in my marketing career, I would try to apply an

advertising angle or something that ended up not working out or
ended up offending a lot of people—not my intention to offend
them, but it just did.

Basically, I said the wrong thing. And instead of apologizing and

making a big deal about it, I just stayed quiet and eventually
everybody forgot about it.

I would then post a picture of me and my son or a family trip, and

I realized, nobody cares anymore. They're like, “Oh, what a sweet
baby!”

Public opinion is easily turned around. It moves back and forth,

back and forth.

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DIGITAL MILLIONAIRE SECRETS

The reason I'm telling you this is because if you are afraid of
saying the wrong thing, you will end up saying nothing.

Don't put so much pressure on yourself to always say the right

thing. Now, I'm not telling you to post naked pictures of yourself
online, but put yourself out there. You will say the wrong thing.
And as long as you don't make a big deal about it and you don't
acknowledge all the people that disagree with you, and you just
keep moving forward, they'll forget, and eventually they could
become fans.

Here's a little trick in your marketing when it comes to polarity.

Imagine you're sitting at a bar and you have two people on either
side of you. The person to your left is your ideal customer; the
person to your right is someone who would never, ever buy from
you.

Say something to start a fight.

If you say something that gets them to argue, they will do the
promoting for you.

For instance, I had a program that taught people how to start an

advertising agency, and I knew because it was geared toward
beginners that seasoned marketers (older, seasoned marketers—
people that may have taken big certifications, spent money on
email software certifications, etc.), would never buy this program,
but new people to the industry would.

So I thought, “What can I say that will offend the people that

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THE POWER OF POLARITY

wouldn't buy so that they make enough noise to capture the

attention of the people that would buy.”

And so I said, “Listen, the truth is there's a new way to advertise.

And if you do it, you can outperform almost all of the seasoned
and experienced marketers and get just as good results as they
do—do not believe their lies.”

“You don't need to attend a $10,000 marketing certification

seminar to get results for a local business. You can get by with just
a couple of weeks’ worth of training. And if you do it this way,
you can get just as good results as the seasoned marketers—and
that's going to piss them off.”

And when I said that, a ton of seasoned marketers started saying,

“Oh, screw Dan Henry.”

But alas, something amazing happened. New marketers would see

these posts and say, “Well, why? What did he do that was so bad?”

The seasoned marketers would argue, “Oh, he's saying that

newbies can make just as much money as us and get just as good
results.” And when they do that, and they comment, and they tag,
a lot of those people who would resonate with that message end
up listening and buying my stuff.

In fact, I regularly survey my customers and ask where they

initially heard of me. Many say it was from someone else bad-
mouthing me. A surprising number, in fact. Think about how
much more bang for your buck you could get with your adver-
tising budget if you introduced some polarity into your message.

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DIGITAL MILLIONAIRE SECRETS

And so that is one way you can use polarity in your marketing.

Always say something or try to say something that really resonates

with your target customer but would also offend your non-target
customer so that they create enough noise to help you make a
splash.

“Peace does not mean an absence of

conflict, because opposition, polarity and
conflict are natural and universal laws.”

― Bryant McGill

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Scaling Your

OFFER

117
How We Scaled
to 8-Figures

I f I had to describe my journey to that first $100,000 in one

word, it would be a "Launch."

Most people call it: "The Live Launch."

It's where you manually build hype, launch a product, and then
you make a bunch of money all at once.

However, that's not how I scaled 8-figures. If I would've kept

doing that, I would not be anywhere near the growth I am
currently.

"But wait, you made $100,000 in 30 days, Dan! You're telling me

that's not the best way?"

Yes, that's what I'm telling you. I would have been just as shocked
if someone said that to me. Sure, it was the best way to test, the
best way to get started, but terrible for scale. But let me tell you
precisely what happened that led me to this discovery.

After I had made that initial $100,000 doing a live launch, I was
exhausted. It was a lot of pressure in planning, and I was spent.

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DIGITAL MILLIONAIRE SECRETS

So I planned to take a 30-day break, casually work on the materials

for the new launch, and then do it again. If I made $100,000 every
time I did it, that would be a pretty good income!

However, it's not 8-figures. Little did I know that was even
possible.

So during this break, I did not like the idea of making no money
at all. Sure, I had $100,000 in the bank, but I still wanted some
income between breaks.

I decided to take the replay of my webinar and put it on a page

where people could watch it instantly.

My idea was to run ads to it and make some sales here and there
until the next big launch.

This was great! Because once you create paid advertisements on

social media platforms, they don't need much maintenance. Unlike
organic marketing, where you are posting every single day on
various platforms.

So that's what I did, and I wasn't expecting much. But when that
first sale came in while I was sleeping, it felt even more amazing
than making all that money in one day. It was only one sale, but
something about making money without having to be present was
fascinating to me.

But then another sale came in, and another, and another. At the
end of the 30-day break, I was shocked to see that we had gene-
rated $150,000 in sales. That's $50,000 more than when I did the

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HOW WE SCALED TO 8-FIGURES

live launch! And I didn't have to lift a finger past setting up the
video and ads.

This brought me to a whole new high, and it was at that moment I

had an epiphany.

I realized that as amazing as it is to grind yourself to the bone and

do a live promotion, as much money as that brings, automating
your sales brings more.

"Slow and steady wins the race," as the old adage says.

Did you know a small leak in your faucet that drips for just one
day outputs five gallons of water?

Sales trickling in all day every day will almost always beat a flood
gate of sales here and there.

Once I realized that the key to growing was by automating sales

and not doing live promotions, I decided to become a master of
that method.

Not to mention, this fits my lifestyle much more. While it may not
be fully 100% passive income, it's 1,000 times more passive than
doing any live promotion.

That's not to say I don't still do live promotions here and there.
Usually, it's when I'm testing out a new product or a new version
of a product.

Remember that initial webinar that made $150,000 automated

during its first month?

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DIGITAL MILLIONAIRE SECRETS

It was a crude prototype that eventually became a well-oiled

machine.

Over the next couple of years, I refined and mastered the art of
that automated process. So much so, that we were able to hit our
first million-dollar month revenue in February 2019 with only two
automated webinars.

That's right, a million dollars in one month with only two

products.

There's absolutely no way I could do those types of numbers day

in and day out running around dancing on social media.

And even if I could, I wouldn't want to. I didn't get into this
business to work myself to death. I got in it to help people and
enjoy life.

At this point, you're probably wondering how this automated sales

system works.

It has two main components: the system and the script. The script
is what you say on the webinar and the system is how we deliver
that webinar to our prospect.

I'm going to give you the basic strategy behind it right now, but I
will not be sharing tactics. Why? Because by the time you read
this book, I will probably have refined it further and tweaked some
things to make it even more profitable.

That's why I share strategy in books, which are more permanent,

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HOW WE SCALED TO 8-FIGURES

and I share tactics online in the form of video training, which can
be easily updated.

If you'd like to learn what's currently working right now, you can
watch an overview of our automated sales system by visiting
DigitalMillionaireSecrets.com/system.

However, the strategy has not changed, nor do I see it ever

changing.

So let me break down the underlying strategy behind this auto-

mated sales system, or as I prefer to call it, an “On-Demand
Webinar.”

A potential prospect that has a problem will see an advertisement

online. This could be Facebook, Instagram, YouTube. It could
even be on a piece of direct mail.

The advertisement offers a short training that will help them solve
their problem or at least part of it.

They click the advertisement and go to a page where they can

enter their name and email to access the free video.

We refer to this usually as a webinar. But we have other types of

videos, such as case studies, to achieve similar results.

Once they enter their information, they can watch the video. We
share a ton of value in this video and show them how we can solve
their problem.

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DIGITAL MILLIONAIRE SECRETS

We then make an offer where they can pay for a premium training.

If they are convinced that this product will solve their problem,
they buy. If not, then they get multiple follow-up emails and
marketing to help get them off the fence.

Speaking of "The Fence," in the next chapter, I will reveal more

details on how we follow up with prospects that are still thinking
of buying, but have not yet committed.

But for now, the main point I want to make to you is simple. While
we have tried lots of things on our road to 8-figures, this system
has been responsible for the majority of sales.

Sure, we've used other methods that have fantastic results, and we
share those methods with our clients.

But if you could only allow me one strategy to market my

business, it would be hands-down an On-Demand Webinar.

Once you master the art of what to say in your webinar, you have
something that can print money on demand.

I can thank Russell Brunson for introducing me to webinars and

more importantly, what to say on them. After reading several
books from Russell, I continued my education and learned from a
variety of entrepreneurs that had crushed it with webinars.

Eventually, I created and tweaked my own concoction into what

is now our low-ticket and high-ticket webinar frameworks.

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HOW WE SCALED TO 8-FIGURES

Perhaps it's the artist in me, but I've always been a big believer in
refinement. Art is truly never finished.

When you sell 8-figures with a webinar, you tend to figure out
what works, what doesn't, and what works better pretty rapidly.

We are still tweaking it to this day, which brought me to the

decision I had to make while writing this book.

To share our Webinar script here or not?

On the one hand, I could lay it all out for you here, but what
bothered me about that is the fact that books are so permanent.

If we develop new tactics, then the book becomes outdated.

So I decided to go for a second option. As a bonus for buying this

book, you will get a free training on the current webinar script and
framework that we use.

All you have to do is go to DigitalMillionaireSecrets.com/script.

If we make any major breakthroughs, we will update that video,

so you'll always have access to the most up-to-date tactics.

Tactics change; strategy doesn't.

This book is about strategy, and the bonuses you get with it are
about tactics.

I wanted to over-deliver with this book, which is why I'm giving

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DIGITAL MILLIONAIRE SECRETS

you far more than just the book. So if you want to check out the
script we currently use, head over to that link.

In the following chapter, I'm going to show you what we do when

a prospect doesn't say yes right away on the webinar. I will also
show you how we've converted millions of dollars in sales from
prospects that just weren't sure yet.

“Not following up with your prospects is

the same as filling up your bathtub
without first putting the stopper in the
drain.”

― Michelle Moore

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The Fence Method

I n the 1930s, the film industry made a startling discovery.

The studios found that a certain amount of advertising was neces-

sary to convince people to see their movies.

They discovered that people needed to see an advertisement at

least seven times before they decided to buy a movie ticket.

This discovery bled over into other industries and proved to be

almost universally applicable.

Regardless of the product, advertisers found prospects needed to

see a message seven times before they decided to buy.

Today, this is known as "The Rule of Seven."

Considering this rule was discovered back in the 1930s, before we

entered the digital age, we can assume that the average person had
a much longer attention span when this rule was discovered.

Today, we’re constantly bombarded with messages. Common

sense should tell us that people need to see our messages even
more than seven times before they decide to buy.

That's why now, more than ever, following up with your prospects
is extremely important.

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DIGITAL MILLIONAIRE SECRETS

But how does this look for the webinar model?

When your prospects go into your webinar, they come out in one
of three possible scenarios.

They either say "YES" and buy it immediately...

They say "ABSOLUTELY NOT" and never buy...

Or they say "MAYBE."

“Maybe” is also known as "On The Fence."

Why do we call it this?

Imagine your prospects are physically standing on top of a fence.

They are teetering on a thin rail and can easily fall to either the
YES side or the NO side at any time.

Now, I am not a data scientist, but based on my experience and

looking at our data, I can estimate about 2% of people say "YES"
immediately, 30% say "ABSOLUTELY NOT," and 68% are
“MAYBE” or "On The Fence."

If you were to completely ignore that 68%, you would basically

be staring at a pile of money on the table in front of you, simply
choosing not to pick it up.

That said, once the prospect leaves the webinar and does not buy,
we continuously send them new content designed to knock them

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THE FENCE METHOD

to the "YES" side of the fence.

Tactically, this could be in the form of retargeting ads, emails,

videos, podcast episodes, etc.

Strategically, they all have the same goal in mind. To knock the
prospect off the fence and get them to buy.

Most of the time, it is much more than seven pieces of content.

We keep chucking stuff at them until eventually they fall and
become a customer.

The content is designed to overcome any objections that a poten-

tial prospect may have. Giving them more information, typically,
the type of information they may need to make a decision.

However, if you are not sending the right content, you could easily
knock the prospect on the NO side. I know this because when I
first started, instead of knocking them onto the YES side, I
accidentally pushed them onto the NO side.

Early in my career, I thought to follow up meant to send the

prospect sales pitch after sales pitch continuously. However, this
did not work out. It only made customers angry.

Our webinar was doing very well, but our follow up was not so
hot.

One day, frustrated, I decided to call a customer on the phone

randomly.

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DIGITAL MILLIONAIRE SECRETS

I said, "Hey, this is Dan Henry. You recently signed up for my

webinar, and I have a question for you. We are trying to improve
our marketing. If you can answer this question, I'll give you the
product for free. Why didn't you buy?"

My goal was to find out how I could fix our follow-up.

It worked better than expected. This person listed off over a dozen
reasons why they didn't buy!

The funny thing was, none of the reasons were actual problems
with the product. I simply hadn't covered that concern in my
webinar, covered it well enough, or they just didn't see that part of
the webinar.

After this experience, I was extremely excited because I instantly

knew how to (at a very minimum), 10X my sales.

All I needed to do was call a bunch of customers, figure out what

all the objections were, and start creating emails and videos that
covered each one!

However, I also realized that I would be on the phone for weeks

if I tried to do that with a phone call each time.

So I created a little questionnaire that asked some specific ques-

tions as to why they didn't buy.

I emailed it to everybody that watched my webinar but didn't buy,

and I got hundreds of responses back!

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THE FENCE METHOD

Do you know what the funny thing was? Even though we had
hundreds of responses, the objections were mostly the same.

I categorized them all by the number of times they appeared and

found that there were only about 15 to 20 objections. Everyone
was essentially saying the same thing!

So I started making videos covering each one of these things and

sending them out email by email, asking people to watch the
video.

I didn't try to sell people. I simply gave them the information they
needed to alleviate their concerns.

For instance, one of the objections to our Digital Millionaire

Coaching program was:

"I have yet to create my course, and I'm still not confident the
program will get my students results. So until I'm confident in my
product and I finish creating it, I can't buy your program!"

Now, this almost made me blow a gasket. A huge chunk of our

program teaches you how to build the product correctly, from the
beginning (so it scales). It also shows you how to make sure your
students get results.

We have systems and worksheets designed to poll your students

and help you quickly make adjustments to your program that get
them better and better results.

In fact, one of the core elements of the sales strategy we teach our

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DIGITAL MILLIONAIRE SECRETS

clients is that a great product is easy to sell. A bad product is hard

to sell. So let's first focus on making sure your product is great.

It could have been that I may not have explained that particular
aspect of our program well enough in our webinar. Even if I did,
chances are some people may not have been paying attention
during that part. Maybe it just wasn't enough to overcome that
concern at the time.

So I created three videos.

One was a case study on a student who was able to redesign his
program that students hated, into one that his people loved. He
went from a few grand per month to $20,000 per month just by
making his program better.

The next email was an overview of one of the first things you have
to do to make a great program. At the end of teaching the outline,
I held nothing back. I asked if they would like more help
implementing it. I then encouraged them to consider our product.

The third email was me getting on a soapbox, talking about how

there are far too many bad products currently in the market.
Instead of trying to focus on sleazy sales tactics, we should instead
try to make great products. If you join our program, that's what we
help you do.

All three of these videos had value instead of just a blatant sales
pitch.

Once we sent these emails out, the sales started pouring in. So I

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THE FENCE METHOD

started making more videos and more videos and more videos.
Sales went up, up, and you guessed it, up!

We took it a step further. Every year, I would adjust the script and
make sure to cover these concerns more efficiently on the actual
webinar.

As a result, both the initial webinar, as well as the follow-up,

continuously got better and better!

So, naturally, I started teaching this method to my clients.

One of our clients, Steven, was quite successful with his webinar
when he joined my mastermind.

He was generating approximately $25,000 a month with his

webinar and educational program. But once I taught him the
"Didn't Buy Survey," he was able to double his conversion rate for
his webinar.

We doubled his sales by teaching him just that one thing.

After about six months in the program, we kept showing Steven

more and more ways to scale his education business. He was
eventually able to break $100,000 per month.

He made one of the funniest testimonial videos I've ever received.

In it, he said something to the effect of, "I'm not supposed to do
these numbers. I'm not that smart. If an idiot like me can do this,
that means Dan's program is pretty damn good."

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DIGITAL MILLIONAIRE SECRETS

When I told Steven I was going to include this method in this

book, he almost got mad at me.

He was wondering why I would share such an effective tactic in a

book that sells for a few dollars.

The way I look at it, if I never share this stuff, I'll probably stop
innovating.

If I give some of my best stuff away for free, it will force me to

innovate and become even better.

Again, I'm addicted to refinement.

Nelson Mandela said, "The greatest glory in living lies not in

never falling, but in rising every time we fall."

I've always loved this quote, which inspired a quote of my own.

Dan Henry says, "Picking yourself up is not enough; you must

learn how to fall with grace."

See, when a process fails, most people think of it as a failure. I

like to view it as the data needed for success.

There is an art to failure, and it's the fastest way to success.

134
The Goldfish Rule
“On average, five times as many people
read the headline as read the body copy.
When you have written your headline,
you have spent eighty cents out of your
dollar.”
— David Ogilvy

H ave you ever tried to entertain a goldfish?

Think about it. What would you say to a goldfish as it darts around
its tank, to get its attention? Could you?

If you can, then you will likely be pretty good at advertising. If

not, advertising will be a massive issue for you.

In 1970, the average attention span of an American was 12 min-

utes.

Today, the average attention span is under nine seconds. That is

less than a goldfish.⁹

If you could ask me for one tip when it comes to advertising for
your product, it would be what I like to call, “The Goldfish Rule."

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DIGITAL MILLIONAIRE SECRETS

Yes, this one is mine, so make sure you quote me if you share it!

The Goldfish Rule states, "In any advertisement, identify what's

in it for the prospect in nine seconds or less."

Most people make this grave mistake when starting. This applies
to any paid ad, social media post, email, or any messaging that's
sent to your prospect.

How many times have you seen an advertisement that starts with
a long story? Often, you have to read through Edgar-Allan-Poe-
style writing before they get to the point!

People do not have that much time today, nor are they willing to
give you that time. You must earn it.

Think of all of the distractions in the world today. We have such

a short attention span that we have even created social media
platforms based on making videos that are 15 seconds or less. New
platforms have come out with even shorter time frames.

How do you stand out in such a world? An entire population is

darting their eyes around like a goldfish in a tank.

You simply follow “The Goldfish Rule.”

I wish I had some fancy story to tell you about how I discovered
this. I don't. It's something I learned from spending millions of
dollars on advertising.

Within the first nine seconds, you must tell them what they are

136
THE GOLDFISH RULE

going to get out of continuing to read or listen. If you can do it in

less than nine seconds, even better.

Once you have successfully done this, you will have earned the
right for a little bit more of their time. If the rest of your adver-
tisement is good, then you may earn the right to get more from
them, such as contact information or even a sale.

Most people attempt to do this using what's called a "Pattern

Interrupt."

It's called a "Pattern Interrupt" because it interrupts the existing

pattern in your brain and causes you to pay attention. It's used in
almost all industries.

Speakers will often raise their voice to wake the audience up and
get them to pay attention. Print advertisements will often use a
pretty girl to capture the readers' attention, etc.

In online marketing, most people try to say something outrageous

at the very beginning of the ad.

That is not enough.

We don't just want to grab anyone's attention. We want to grab the

attention of those who need our product.

That's why we use what I like to call an "Identifying Pattern

Interrupt."

Let's take a look at three approaches.

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DIGITAL MILLIONAIRE SECRETS

No Pattern Interrupt, Pattern Interrupt, and Identifying Pattern

Interrupt.

Let's say you are trying to sell a speaking course.

Let's start with No Pattern Interrupt. Most advertisements or email

copy would start out something like this:

There I was. Nervously fidgeting with the application I

just sent through. You see it was 5 a.m. and I just couldn't
sleep.

I really wanted to land this gig, but I also knew the other
speakers had more experience than me.

Most people think this is decent copy. But most people don't know
what they're doing. So that makes sense.

This might sound like a great story. But, if you are a speaker
looking to grow your speaking business, you wouldn't be aware
this advertisement applies to you. You wouldn’t know until you
read the end of the second paragraph. By that time, many have
already moved on.

Thinking it's different if it's in an email? Why? Because they have

already signed up for your list? It's not. Most people don't remem-
ber signing up on an email list. They need a constant reminder of
why they're reading an email from your company.

Don't believe me? Take a look at every email you've ever sent to
your list. You'll find that every single one has spam complaints.

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THE GOLDFISH RULE

Maybe it's only one or two, but they are still there. It's because
people don't remember.

So now we try to use a Pattern Interrupt to earn their attention.

Let's try this again with a pattern interrupt:

Mr. Smith, you have cancer.

Thankfully, I woke up from the nightmare I just had. I

didn't have cancer, but I did have a nightmare about it.
Likely because I had been so nervous all night, any sleep
I got was plagued by bad dreams.

After sipping my third cup of coffee, I nervously fidgeted

with the application I just sent through.

I really wanted to land this gig, but I also knew the other
speakers had more experience than me.

Now, as shocking and attention-grabbing as that first sentence is,

what does a nightmare about having cancer have to do with speak-
ing?

Not a darn thing.

Again, this is copy from someone who thinks they know what they
are doing, but they simply do not.

How do I know this? Because this is the type of copy I wrote for
years early in my career.

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DIGITAL MILLIONAIRE SECRETS

It wasn't until I spent millions of dollars on advertising that I began

to see the upper echelon of what works.

I don't think I could have learned that anywhere unless I was

speaking with someone who also had spent millions of dollars on
advertising.

Those people are few and far between.

So let's take a look at what this would look like if we used an

Identifying Pattern Interrupt:

This was the third time I had to wipe the vomit off of a
speaking application. You see, I had applied for every
single conference that entire year, hoping to land my first
paid speaking gig.

I was scared my lunch would literally come up and onto

the application before I could even get to the part where
they rejected me.

My friends always told me I was freaking out over

nothing, yet every time, it always ended the same. ‘I'm
sorry, it's going to be a no.’

I still chuckle back at this time in my life, because last

year I spoke at 24 paid speaking events.

So what changed?

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THE GOLDFISH RULE

If you notice, right from the very beginning, if you are a speaker,
it is blatantly apparent this applies to you.

Not to mention, it changed the dynamic of the rest of the copy.

Everything is a constant reminder that in no uncertain terms, "this
applies to you."

If someone doesn't think something applies to them, they will not

gift you their time in order to even see if it does apply to them.

Meaning, you have to be able to create advertisements and market-

ing that can get a goldfish to buy.

If you try to be artistic or feel that being so blatant in the beginning

is beneath you, well, then all I can say is, enjoy your nine-to-five.

In today's day and age, you must get to the point.

So right now, go back and look at every advertisement or email

you've ever written.

Does the first sentence clearly, beyond a shadow of a doubt,

capture attention? Does it only capture the attention of someone
that is your ideal prospect?

Back in the old days, there was no such thing as "conversion opti-
mization."

If you put an advertisement on a billboard, the billboard would not

recognize which people driving down the road end up buying your
product. The billboard would not adjust traffic so that people who

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DIGITAL MILLIONAIRE SECRETS

were more likely to buy would see your advertisement, and people
less likely to buy wouldn't.

In today's digital age, almost every advertising platform has some

sort of conversion optimization.

Meaning, the more people that engage with your advertisement,

the more that platform will show your advertisement to similar
people.

So if you're just saying something to capture anyone's attention,

then that's what you will get more of: anyone.

But if you say something that would only capture the attention of
your intended prospect, then guess what happens? More people
will see your advertisement that are more likely to buy.

We can talk all day about pressing buttons in any given ads dash-
board, tagging people in email software, etc.

But at the end of the day, none of that matters without great
messaging.

Meaning, what you say in your advertisements.

It's your ability to capture your prospects' attention and get them
to take the next step on their way to becoming a part of your cus-
tomer base.

If you'd like to see a few examples of how I have implemented

The Goldfish Method in my own advertisements, you can visit
DigitalMillionaireSecrets.com/goldfish.

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THE GOLDFISH RULE

“The real fact of the matter is that nobody

reads ads. People read what interests
them, and sometimes it’s an ad.”

— Howard Luck Gossage

143
How We Tripled
Profits with High-
Ticket Offers

F or the first $8 million in revenue, I didn't change a thing. I

advertised a free training, sent people to my webinar, and they
bought from an order page.

“I never spoke to a soul, and I loved how passive the income was.”

That's what I would tell you if I was just trying to sell you and I
had no transparency or ethics.

The actual reality of this business is that there are far more things
involved than sitting back on a beach with a laptop while the
money rolls in.

With thousands of customers, being at that level of scale, my

business was anything but passive.

In the beginning, from zero to $1 million, it was actually pretty

passive. I didn't need to spend much time managing it. But once I
scaled past that, things got a bit more complicated.

At a lower scale, I only had to deal with certain things here and

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DIGITAL MILLIONAIRE SECRETS

there. But with that many customers and transactions, I ended up

having to hire people to help out.

For instance, I didn't get a single refund request for my first six
months in business. If someone had a problem, they would usually
message me on Facebook, and I would respond. They were happy.
(Now I don't even look at my inbox; my team does.)

But when a dozen customers turned into 100, 100 turned into
1,000, and 1,000 turned into 10,000, there was no way I could
respond to every single person on my own.

The funny thing was, 99% of the time, the customer complaint
was something simple. Usually, it was something like they didn't
get their username and password in their email. Or their receipt
went to spam. Or their computer crashed in the middle of buying.

Most of these issues would only take a five-minute conversation

to resolve, and the customer was happy. However, when you add
up hundreds of five-minute blocks, now you have a real time-
consumer on your hands.

In fact, I was so busy that I really couldn't respond to anyone at

all. I had to hire customer service representatives to talk to our
customers.

While our refund rate had been low, due to the sheer amount of
transactions, we had to have a dedicated team to deal with them.

That cost money.

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HOW WE TRIPLED PROFITS WITH HIGH-TICKET OFFERS

Not to mention, we started getting fraudulent charges. People be-

gan using stolen credit cards to buy our products.

Eventually, I had to hire someone to handle disputes and charge-

backs.

That cost money.

I remember when one of my early programs got pirated. Someone

uploaded it onto a website that cost $50 to access thousands of
courses.

So now a new department came into play, the piracy department.

I had someone that would reach out to these websites, negotiate

with them, file DMCA (Digital Millennium Copyright Act)
complaints, and eventually get the page taken down.

This, as well, cost more time and more money.

That was until I met Alex Hormozi.

At the time, we were both in Russell Brunson's Mastermind. We

were standing in line waiting to receive awards for making a
million dollars at Russell's annual marketing conference, Funnel
Hacking Live.

Alex sells a program that helps gym owners efficiently run their
businesses and increase their membership numbers. At the time,
he was making about $2 million per month with that program.

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DIGITAL MILLIONAIRE SECRETS

But here is where it gets quite interesting.

We started chatting, and I asked him about advertising.

He then said the strangest thing I've ever heard in my life.

"I suck at advertising. But it doesn't matter, because my lowest

price program is $16,000."

I stood there for a moment about to speak. Stopped, opened my

mouth again. Stopped.

He could tell I was at a loss for words. He interjected, "Dan, when

you sell high-ticket, it really doesn't matter what your advertising
costs are, you always make money."

Most people don’t realize this, but when you only spend a couple
of thousand dollars per month on advertising, getting a 10X return
is pretty standard.

When you're spending several thousand dollars per month on ads,

doubling your money is considered amazing.

That's because as you scale, advertising costs go up, and margins

go down.

Not to mention, the fact that your internal expenses go up because

you have more customers to manage.

At this time, I had built a reputation that some would argue pos-
itioned me as one of the best in the world at online advertising.

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HOW WE TRIPLED PROFITS WITH HIGH-TICKET OFFERS

Whether that is true or not, the fact that more than a few people
have said that, means I'm probably pretty good.

Yet, here is this guy who tells me he sucks at advertising, crushing

me in terms of ROI.

That's when I knew there was something to this whole high-ticket

thing.

After that conversation, I spent the next year learning everything

I could about high-ticket, phone sales, overcoming objections,
managing a sales team, etc.

We then launched our first high-ticket program. Almost right

away, I knew this was what was missing.

Almost everything was the same, except for a few key things.

First, instead of getting people to watch a webinar and asking them

to buy on an order page, we asked them to book a call.

On this call, we would ask them a few questions about their

situation. We would make sure our product could help solve their
problem, and if it could, we would offer for them to join.

The very first month we did this, I spent $18,000 on advertising

and made back $121,000 in sales.

If you know anything about online advertising, that's a pretty

crazy return.

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DIGITAL MILLIONAIRE SECRETS

Not to mention, as we kept scaling, I noticed several things hap-

pening.

First, our ROI increased immediately, mainly because we were

charging more.

Also, we didn't have to spend nearly as much on advertising to

make the same amount of sales. We needed six people to buy our
lower-ticket program to make the same amount of money as one
person purchasing this high-ticket program.

So not only was the return on advertising higher, but we also didn't
need to spend as much.

Far less staff were needed to attend to that product.

Yes, because there were fewer customers to serve, but more

importantly, because of the quality of the customers. In my ex-
perience, the more money a customer pays you, the less needy
they are.

This is the truth. Clients that have paid me $50,000 for consulting
rarely, if ever, bother me with a silly request. But every time I
would sell a $50 product, scores of support requests came in with
silly questions.

Now I'm not hating on people that buy my lower-priced products.

In fact, many of those people turn into higher-end clientele. I'm
merely reporting to you what happens at different price points.

As well, refunds, chargebacks, and piracy virtually disappeared.

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HOW WE TRIPLED PROFITS WITH HIGH-TICKET OFFERS

No one asked for a refund because they would have a 45-minute

call with someone in my office before buying. They were sure it
was a legitimate charge because the representative told them how
it would appear on their credit card statement. They also were sure
the product would solve their problem because they’d just spent
nearly an hour making sure that it was a good fit, not an impulse
buy.

Once they purchased, the representative would ensure they had

their username and password. They would make sure they logged
in and had everything they bought.

So 99% of the reason people ask for a refund was eliminated.

Next, let's look at chargebacks. Most chargebacks happen because

of fraud or the customer not recovering login information.

There isn't much fraud when someone is on a recorded call with

you, has identified themselves, gives you their card number, and
signs a legal contract. You have to have a pretty big set of you-
know-what to commit fraud with that process.

Let's recap thus far. There are virtually no refunds and no charge-
backs. That's already cutting out a huge expense.

Next is piracy. People who commit online piracy are cowards, and
cowards don't like to get on the phone. They tend to hide behind
the veil of the internet and very rarely rear their disgusting heads
in the real world.

The call is recorded, their IP address is recorded, and they sign a

contract. It just doesn't happen.

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DIGITAL MILLIONAIRE SECRETS

We've sold over $3 million worth of that program as I write this

book, and the program has not become a victim to pirating.

By switching to high-ticket, we made more return on our

advertising budget, and eliminated much of the work in three
departments, which allowed us to consolidate three departments
into just one.

Now, I still have those departments because we do continue to sell

lower-priced products, like the book you're holding in your hand.

But instead of two people in each department, we now only need

one. This is due to the majority of our actual revenue coming from
people buying our premium programs.

Imagine a multi-million dollar company where ONE person can

handle three departments. That’s insane. But insanely good!

So as you can see, high-ticket solves a lot of issues in this business

by nature.

But there is one more thing that is more important than anything
I've listed thus far.

When you charge more for your product or service, you now can
increase the quality of said product.

Try selling something for $50 and offering a weekly coaching call.
You will have hundreds and hundreds of people on the call, and
will not be able to give any real value to one person.

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HOW WE TRIPLED PROFITS WITH HIGH-TICKET OFFERS

Charge $5,000 or $10,000? Now you only have a couple dozen on

the call and can take time to dive into people's individual issues
on the calls.

You can also spend more money on developing the program

because you're making way more income.

Need a new camera to film your videos? Need a more comfortable

desk? Need a bigger office?

With low-ticket, those could become a real concern in your

budget.

With high-ticket, just one sale could pay your entire office rent for
the month.

Get another sale? That could pay for brand new office furniture.

Get another sale? That could pay for your next quarterly vacation.

Yes, I take a vacation every quarter. At least a week or more. I

couldn't do that when I only focused on low-ticket. With high-
ticket, there are fewer moving parts, fewer issues, far fewer staff
members, and fewer problems. I can step away much more often.

Who wouldn't want to get paid more for what they do, while at the
same time being able to provide much more value to their
customers?

Who wouldn't want to make more impact while making more

profit?

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DIGITAL MILLIONAIRE SECRETS

Now, there is one caveat to selling high-ticket. You must sell it

over the phone.

That means, yes, you must get on a call and sell people. It also
means that eventually, you'll have to hire salespeople and train
them to close for you if you want to scale, and more importantly,
enjoy those quarterly vacations!

Now, before you say to yourself, "That's out of the question for
me! I hate sales!"

So do I. When I was younger, I used to make phone sales for a

water softener company and DIRECTV, and I hated every minute
of it.

Do you know what I hate more?

Managing thousands of support tickets, dealing with multiple

refund requests, chargebacks, and so on.

I also really like working with higher-end clientele. Generally, the

more people pay, the more serious they tend to be.

When I consider all of this, I can say without a shadow of a doubt:

I made the right decision.

Managing a sales team can be time-consuming. But it is nowhere

near as time-consuming as managing thousands of customers that
buy cheap products, especially if that is ALL you offer.

That said, high-ticket is not for everyone. In fact, it will not apply
to most people.

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HOW WE TRIPLED PROFITS WITH HIGH-TICKET OFFERS

You may think high-ticket is not for you because you don't know
enough, you don't have enough credibility, or you don't have
enough value to give.

This is rarely the case. High-ticket is not about how much you
know. It's about how much the solution to your customers' prob-
lem is worth to them. Most of the time, giving that customer more
attention will get them a better result.

The reason high-ticket is not for most is that most people aren't
willing to do what it takes to make it work.

It's not easy. But I love that. I love doing things that are hard
because I know that most of my competitors won't be willing to
do it, simply because it's hard. So by embracing something that
may seem hard to others, I've already cut out 90% of my com-
petition.

One of my clients, Andy, was only charging $2,000 for his

program and was struggling to remain profitable. So after looking
at his situation, I determined it would be worth giving high-ticket
a go. I recommended that he more than double the price of his
offer, as well as showed him how to adjust his marketing for high-
ticket.

When he was charging the lower price, he was doing about

$25,000 per month. His profit was only $5,000. He was barely
breaking even. After we converted his offer to high-ticket, he was
able to hit $122,000 in a single month and is slowly growing each
month! His sales not only went up, but so did his profit. Instead of
barely breaking even, he ended up spending $60,000 to make
$122,000. That’s a $62,000 profit in a single month!

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DIGITAL MILLIONAIRE SECRETS

If you would like to see a case study and complete breakdown of

everything we did to convert him to high-ticket, visit:
DigitalMillionaireSecrets.com/andy.

156
The Real Secret
Of Scale

T his chapter will be the shortest in the book.

As we come to the end of this section on scaling your offer, I'd

like to let you know that the next section of this book will help
you scale far more than the current one.

Many things help in scaling your education business. Sure, there

are advertising tricks, software, systems, etc.

But those things, like the wind, change.

What doesn't change is your ability to focus, be productive, make

good decisions, and above all, maintain a “Million Dollar Mind-
set.”

As we all know, superheroes do not exist. There are no mutants

with mind control powers.

Or are there?

Most people fail because they let their mind run away with itself.
They get distracted, move from shiny object to shiny object, or
make poor decisions.

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DIGITAL MILLIONAIRE SECRETS

The real villain in any entrepreneur's story is their mind.

Your ability to control your mind is the number one thing that will
allow you to scale.

Some think that mind control powers mean you have the ability to
control other people's minds. But I believe it's hard enough to
control your own mind.

If you can control your own mind, I would consider that a super-
power.

The next section of this book will teach you the closest thing to
mind control powers that can exist in reality.

158
Developing
Mind Control

POWERS

159
The Circle of Focus

W hat do Bill Gates, Warren Buffet, and Steve Jobs have in

common?

Unrelenting Focus.

According to an article in Forbes magazine, when Bill Gates Sr.

asked his son Bill Gates Jr., the founder of Microsoft, and his other
famous billionaire dinner guest, Warren Buffet, "What factor do
you feel has been the most important in getting to where you’ve
gotten in life?”¹⁰

Warren Buffet replied with a single word (and Bill Gates Jr.
agreed):

“Focus.”

Steve Jobs provides a little more context for what focus means to
him:

“People think focus means saying yes to the thing you’ve

got to focus on. But that’s not what it means at all. It
means saying no to the hundred other good ideas that
there are. You have to pick carefully. I’m actually as
proud of the things we haven’t done as the things I have
done.”¹¹

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DIGITAL MILLIONAIRE SECRETS

Now I haven't made billions like these giants, but if you asked me
the same question, I would give you the same answer.

But, maintaining focus is easier said than done. Mainly because I

never quite had a battle plan when it came to focus. People would
always say, "Just focus! Keep your eye on the prize."

I would think, "Yeah, thanks. That's super helpful."

So, let me introduce you to a concept that will help you. I

discovered this when I hit my lowest month of sales in two years.

At the time, we hadn't had a month that dropped below $250,000

in almost three years. Our best month ever at that point was
$360,000. The best part? I only had one product, a single online
course.

Now you may think anyone should be happy with these numbers.
But as an entrepreneur, it's our basic instinct to grow, as was mine.
I wanted to grow.

Still being relatively young in the business, I decided if I wanted

to make more money, I would need more products! I decided,
instead of only running paid ads, I would branch out and expand
my promotion efforts to other platforms and methods. I started
blogging, podcasting, making videos, doing joint venture
launches, etc.

Everyone else was doing this, so I decided to do it, too. However,

as my father used to say, "If everyone jumped off a bridge, would
you jump as well?" I wish my father would have told me that again
on this day.

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THE CIRCLE OF FOCUS

For the next six months, sales went down, down, down. I would
make a small product, like a mini-course, and sell the crap out of
it. The time, effort, and focus I put into that new product took away
from my efforts in my main product. If I made an extra $50,000
from a new product, sales would drop $80,000 on our main
program.

The problem was not only more products. It was also how we
promoted. Prior to this, I only promoted through Facebook ads.
As I started focusing on other platforms, blogging, podcasting,
etc., things got worse. Half of the time, I didn't even finish
executing whatever my plan was on a particular platform. The
other half distracted me so much that my ads were performing
nowhere near what they had been.

I was tired, burnt out, and was starting to think I was washed up.
Yet, whenever I gave my clients advice, it worked. They had
success. So how could I be washed up?

Well, it wasn't copywriting, advertising, marketing, or sales. I later

found out, it was focus.

I knew I had to do something.

So I reached out to a fellow entrepreneur I had met previously

online, Sam Ovens. See, Sam was is the same business as I was,
but instead of doing what everyone else does and create product
after product, promote on platform after platform, he did the
opposite. He focused on scaling ONE product and promoting on
ONE platform. This intrigued me, so I decided to attend his next
mastermind meeting.

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DIGITAL MILLIONAIRE SECRETS

There were several people there that had also created 7-figure
businesses, as well as some that hit 8-figures.

I assumed we would be talking about copy, ads, sales, things of

that nature. But the majority of the event centered around diet,
sleep, and focus.

To summarize, the main thing I got from the weekend was, focus
on ONE thing. Master it. Master it so well that you can then
delegate it. Not outsource it, delegate it. Then move on to the next
thing.

I went home with a renewed sense of purpose, but I was still

confused about how to implement. So I sat down at my desk and
as I always do, and tried to map out my plan of action.

This was when I came up with "The Circle of Focus." This

changed my life.

Once I drew out "The Circle of Focus," it forced me to make some

significant changes. I simplified my company. I stopped adver-
tising and marketing on all but one channel. I even deleted 90%
of my products.

Now, this may sound like I signed my own company's death

certificate. Not only did our sales rapidly return to normal but in
February of 2019, we hit our first million-dollar month.

It was not due to any specific marketing tactic, script, or gimmick.

It was purely due to focus.

Would you like to learn "The Circle of Focus"?

164
THE CIRCLE OF FOCUS

If you said YES in your head, then grab a piece of paper.

Draw a big circle on it, and somewhere inside the circle, write out
something you are working on.

So let's say you are trying to grow an online course business. Write
down, "Facebook Ads." Currently, how much of the circle is taken
up by Facebook Ads? 100%.

Now write down something else you are doing to promote your
business.

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DIGITAL MILLIONAIRE SECRETS

"Podcast."

Now draw a line through the circle, separating the two.

It should look something like this:

You will notice, instead of giving 100% effort to one thing, you
are now giving 50% effort to two things.

When is the last time you heard of something succeeding by

giving only 50% effort?

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THE CIRCLE OF FOCUS

Now put in whatever else you are doing—blogging, guest posting,

YouTube channel, etc.

Soon you will find your circle may look like a pizza. If it does,
you are in trouble.

You'll find you may be giving only 5-10% effort on any one thing.
How do you expect to grow a business giving 5-10% effort?

"But Dan, you have Facebook ads, YouTube ads, a book, etc."

Yes, I do. But, I focused and mastered each one until it became

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DIGITAL MILLIONAIRE SECRETS

well-oiled—until it either barely took up my time, or I was able to

train my staff to take it over. Only then did I move on to the next
thing. If it was something I outsourced, I made sure to have ample
time to focus on working with the person I hired to optimize and
get the most out of it.

If you are thinking about starting a podcast, ask yourself if your

current advertising system is fully built out. Or perhaps it’s your
email sequence. Is that done? Is it working and bringing you
consistent money? Or are you still pulling your hair out over it? If
YES, then you have no business starting a blog or podcast to get
more traffic.

"But Dan, I think if I do this other thing, it will work better or be

easier!"

This is called "Shiny Object Syndrome." If you can't focus enough

to fix something that isn't working, how can you expect to get
something else to work starting from square one? You can't. The
same thing will happen over and over. You will move from thing
to thing and get nowhere. If it’s worked just ONCE for someone
else, it can work for you. The difference between you and them?
They were focused.

I'm not telling you this because it's my opinion. I'm telling you this
because it's what I've seen going from zero to over 8-figures. It's
also what I've heard dozens of billionaires say, and more
millionaires than I can count.

So take your "Circle of Focus," and start deleting things. Pick the
things that move the needle the most, find what works, and do
more of that. Only do new things once the things you're working

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THE CIRCLE OF FOCUS

on are so refined that they are now boring to execute and easily
managed by your staff.

I've seen people try to get an increase in traffic to their webinar by

using a podcast. But at the same time, they haven't even finished
their email sequence! It's madness!

“But Dan, I can multitask!"

I hate to break this to you, but multitasking is a lie.

Multitasking leads to a 40% decrease in productivity. This was

determined by the The American Psychological Association.

Billionaire Mike Cannon-Brookes has mentioned it was only

when he gave up multitasking that he was able to be truly pro-
ductive.

Do one thing at a time. Period.

But in today's world, there are so many distractions. Social media,

a tool that has made so many rich, has actually made many more
poor.

Want to stay focused? Delete distractions. Remove all social

media apps from your phone. Buy a second phone if you must to
promote on social media, and keep it locked in a drawer until you
need it.

Don't read your email. Delete it from your phone. I haven't read
mine in two years. My assistant sorts through it daily and lets me

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DIGITAL MILLIONAIRE SECRETS

know if anything requires my attention. No assistant? Set aside a

30-minute block every day to read your email. Don't respond to
everyone, only those that warrant a response.

Stop agreeing to interviews, lunches, meetings, etc. They are a

distraction.

Jacqueline Leo, the former Vice President of Reader's Digest, who

has also won more awards for media publishing than Tom Brady
has in championship rings, said, "One look at an email can rob you
of 15 minutes of focus. One call on your cell phone, one tweet,
one instant message can destroy your schedule, forcing you to
move meetings, or blow off really important things, like love, and
friendship."¹²

Mark Pincus, a billionaire and founder of the popular social video

game Zynga, says, "not to accept speaking opportunities unless
they directly benefit your customers or company. They are a waste
of time."¹³

Have you ever heard of Lee Iacocca? He was the man that took
Chrysler from almost closing the doors to one of the best years in
its history. But after he had done this, he started spending a ton of
time going on talk shows, TV shows, and doing interviews.
Shortly thereafter, Chrysler's stock plunged.

Ego is a distraction.

Og Mandino, an American author who has sold over 50 million

books, said, "It is those who concentrate on but one thing at a time
who advance in this world."

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THE CIRCLE OF FOCUS

The fewer things you have on your plate, the easier it will be to
succeed at what's in front of you. Want to fail less? Do less. Focus
more.

Keep your "Circle of Focus" clean.

"Focus is a matter of deciding what

things you're not going to do."

— John Carmack

171
Slaying the Haters

"To avoid criticism, do nothing, say

nothing, be nothing."

— Elbert Hubbard

W
at all.
hether you are doing something right or wrong, you will
have haters. The only time you won't is if you do nothing

If you say nothing, nobody can criticize you. If you do nothing,

nobody can criticize you. However, if you say nothing and do
nothing, you will be nothing.

Another great quote is by Matthew Stevenson: "You will never be

criticized by someone doing more than you. You will be criticized
by someone doing less."

It's natural to be worried about criticism once you proclaim

yourself an expert or an authority on a specific subject. I've had
thousands of comments from people on social media saying
horrible things about me. Every time I launch a new ad, there are

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DIGITAL MILLIONAIRE SECRETS

always negative comments. I've even had someone send me a

message that said, "I wish your baby died in the hospital."

Yet, we have over 15,000 customers. That's 15,000 people that

liked what I had to say. They liked it so much that they decided to
give me their hard-earned money to hear more.

Aileen, one of my clients who is now a 7-figure earner, once asked

me, "Dan, how do you deal with people saying bad things about
you? I get so frustrated!"

I then asked about her clients. I asked how many people's lives she
had changed. She told me story after story of women she has
helped grow their photography businesses.

So I said, "Whose opinion do you care about more? Those who

made a passing judgment because they were bored? Or those who
listened and had enough faith to pay you?"

"Point made," she replied.

Judge yourself not by what people say about you, but by how
many pay you. I never look at Facebook comments as a measure
of how well I am doing. I look at my sales.

If you are doing a lousy job, then people either won't buy at all or
the people that do buy, will give you feedback. Trust me.

I've never seen a negative comment, clicked on the person's

profile, and read they were a billionaire. Usually, they are un-
employed. Warren Buffet is not going to send me a message and
say, "Dan, you suck."

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SLAYING THE HATERS

Do not take what those people say and let it bother you because it
makes no sense to let it aggravate you.

Now, if someone says, "I think it's a scam because of this specific
reason." Well, maybe you should pay attention to that and adjust
your marketing if needed. That's an entirely different story.

But if things are selling, everything's going great, and people are
criticizing you, sending you mean messages, then it doesn't mat-
ter!

If what other people said mattered, they wouldn't have time to say
it.

But wait! What if it's YOU that is the one saying mean things
about yourself? What if you have the dreaded "Imposter Syn-
drome"?

In my opinion, the easiest way to get over "Imposter Syndrome"

is to build things that matter.

So if you say to yourself, "I can't do this because I have Imposter

Syndrome." Well, the simple act of doing it is how you get over
it. If you build something that matters, you won't have "Imposter
Syndrome" because you'll have built something great.

What if you have no credibility? First, you must realize that

credibility is all about perception.

Do you know what Christopher Nolan, Stanley Kubrick, Quentin

Tarantino, and Steven Spielberg all have in common? They never
went to film school.

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DIGITAL MILLIONAIRE SECRETS

If you build something that matters, that's credibility. If your stu-

dents are getting results, that's credibility.

I read an article once about a guy that made a million dollars

selling a course on how to make money on eBay. He only makes
$500 a week from selling on eBay. People want that $500 a week,
that's good enough for them, and he's able to teach them and get
the results they desire. He made a promise, not a big one, but one
that he can fulfill.

You don't have to be rich to teach a business course. You don't

have to be Mr. Olympia to teach a fitness course. You don't have
to be a famous actor to teach an acting course.

Credibility is about perception, and your only perception should

be your students’ results.

"You are the worst pirate I've ever heard

of!"
"Ah, but you have heard of me!"
— Captain Jack Sparrow

176
Why People Don’t
Buy Your Stuff

H ave you ever wondered why people don't buy your stuff?

For seven years, I barely made a penny online. Then, out of

nowhere, I became an overnight success.

People have asked me over the years what shift I made that created
the difference. I never could really pinpoint it until I met Myron
Golden.

I was invited to speak at an event held in Orlando by another well-

known internet entrepreneur, Dana Derricks. The event, like most,
was structured to give amazing value to the crowd for three days,
and then make an offer for a high-ticket program.

I arrived, thinking there would be a couple hundred people. To my

surprise, there were only about 15. What I didn't realize? The
tickets were $2,000 to attend! So the event was more of an inti-
mate setting.

I'm sure they made a decent profit on just ticket sales, but I knew
they were going to make another offer at the end of the event. I
remember thinking, "How is Dana going to make any money?!?!
There are only 15 people here!"

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DIGITAL MILLIONAIRE SECRETS

That was until I saw Myron speak—and generate $150,000 in

sales in this tiny room of 15 people.

It was at that moment I knew I had to know this guy.

I introduced myself, and before I could get a word out, Myron

started complimenting me on my speech. He was the nicest, most
cordial person I had ever met in my life. When he spoke, he wasn't
pushy; in fact, he was the furthest thing from a high-pressure
salesman.

A few weeks later, I invited Myron to my home for dinner. We

talked all night, and I told him my story. I told him how in the
beginning, I spent money I didn't have on my business. I would
eat ramen noodles all week, so I could instead spend my money
on books, courses, and software. Once I had some success, I
bought into multiple $30,000+ masterminds to further my know-
ledge.

At one point, Myron said to me, "Do you know why you are
successful?"

"A lot of reasons, I guess, but do you see something I'm not
seeing?"

Over the next 30 minutes, Myron enlightened me.

He pointed out the fact that I had spent hundreds of thousands of

dollars on my own education. I wanted to build a huge business
selling my advice online. Ironically, my road to success included
paying a great deal to others for their advice.

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WHY PEOPLE DON’T BUY YOUR STUFF

He explained that successful entrepreneurs view spending money

as investments. Unsuccessful entrepreneurs view spending money
as an expense.

You sell like you buy.

If you can't bring yourself to pay a premium price for a solution to

your problem, you will never be able to ask someone else to pay
a premium price for your solution to their problem.

There will be too much internal conflict. It will come through on

your calls, your marketing, your emails—everything you put out.

Remember that old adage, "You are your friends?" Well, it's true,
and so is this next one. "You get what you are."

If you never invest in yourself, you will attract customers that

never invest either. If you continuously invest in yourself, you will
attract those that do the same.

Myron really opened my eyes that night. Even though I had

followed those principles, it was of great value to understand why.

Here is a perfect example. When we started selling high-ticket, I

had a massive problem with my sales team. Their close rates were
low, and I was struggling to find time to review their calls and
give them advice on how to improve.

So I reached out to a friend of mine named Molly.

Molly was running a high-ticket business selling a program on

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DIGITAL MILLIONAIRE SECRETS

how to make money as a boudoir photographer, which was pretty

cool considering boudoir photography can be much more lucrative
than wedding photography. A fact I wasn’t aware of, but I can see
why her program did so well!

She had several salespeople that were crushing it, and she'd been
doing this for a while.

So I reached out to ask her if I could pay to have her review my

sales team's calls and give them some advice.

She declined, stating she didn't have the time. That was until I
offered to pay her $1,000 per hour. Once she heard that, she gladly
accepted.

At the same time, I reached out to one of the top salespeople that
worked for a colleague of mine. I gave her the same offer.

About $10,000 later, my sales team had received several videos

through email going over their calls and giving them suggestions.

The very next week, their close rates spiked up dramatically.

We even closed an extra $50,000 in sales over the next two weeks.
Compared to the month prior, we had increased our sales by
$80,000 for that product.

So you could hear the story one of two ways. Either you hear it as,
"Dan spent $10,000 just to have someone listen to some calls?"

Or you could hear it as, "Dan spent $10,000 to make $80,000 back,

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WHY PEOPLE DON’T BUY YOUR STUFF

and he gets to make more money every month after that as well!"

I could never meet you and never speak to you. But, based on
which story you chose above, I could tell you how likely you are
to be a successful entrepreneur.

Tony Robbins said, "Find somebody that is successful at what you

want to do, model what they are doing, and you will be suc-
cessful."

While I agree with Tony, I prefer to speed things up a bit. You can
try to figure out what someone else is doing, model them, and even
copy them. But without seeing behind the scenes, you are missing
90% of the recipe.

For example, one time I was testing a new strategy in my business

that ended up not working out. It only lasted for about a week
before we stopped using it because it was completely ineffective.

About a month later, I saw this guy charging $47 for a training on
how to do what I was doing. He was claiming he had studied this
strategy I was using and was able to reverse engineer it, breaking
down each part of the strategy in vivid detail.

For fun, I bought this guy’s training, and not only did he get most
of what I did wrong, but the whole strategy didn’t work anyway.
And he had sold hundreds of copies of this training! The whole
time, he and his customers thought this strategy was effective, and
it wasn’t. There is a reason we have the saying, "The blind leading
the blind." This was a perfect example.

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DIGITAL MILLIONAIRE SECRETS

Do you see why it’s a terrible idea to try to copy someone without
knowing what’s going on behind the scenes?

There’s a better, faster way to model success.

Find that successful person. Pay that person whatever they want
to show you exactly how they are doing it.

That's the fastest way to success.

You can't buy love, but you can buy success.

182
The Matrix and
The Martian

H ave you ever seen the movie The Matrix?

I'm sure you have. But in case you haven't, it was a movie about
how everyone in the world is plugged into a computer simulation
called "The Matrix." The real world is a barren wasteland full of
human pods, harvesting our bodies for electricity while we sleep
and live in this virtual world.

In the movie, there is a resistance group that unplugs people from

the Matrix, rescuing them from the world they think is real.

When the movie begins, we find it centered around a new recruit

named "Neo," played by Keanu Reeves. Neo is discovered to be
"The Chosen One," or as they call him in the movie, "The One."

"The One" is supposed to have powers far-reaching beyond any-

one else in the movie. Neo is essentially their Superman equiv-
alent.

Everyone removed from the Matrix goes through a simulated

training program. One of the simulations has recruits attempt to
jump from one building to the next. This feat is impossible in the
real world, but as long as you know how to manipulate your mind,
it is doable in the Matrix.

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DIGITAL MILLIONAIRE SECRETS

However, no one has ever made the first jump. Recruits always
fall the first time, and it takes several attempts before they gain
enough faith to make the jump.

Several members of the resistance group think that Neo will make
the first jump because he is the chosen one.

However, when Neo attempts his very first jump, like everyone
else, he falls. Some members of the resistance think this is normal
because everyone falls. Others think it means he might not be "The
One."

Spoiler alert! The prophecy is accurate, and Neo becomes "The

One." He takes on hundreds of opponents at the same time, can
fly, and even shows supernatural powers outside of the Matrix.

Yet, even though he is the most powerful character in the story, he

still falls in his first attempt.

See, we all fall. Do you think Michael Jordan was amazing at

shooting hoops the first time he touched a basketball? Do you
think Tiger Woods could drive 300 yards the first time he picked
up a golf club?

You will not get this right the first time. No one ever has. Accept
this as part of the process, and you'll get much farther much faster.
Frustration is a byproduct of progress, just as being sore is a
byproduct of working out. If you stop working out just because
you get sore, you'll never get fit.

As we bring this book to its conclusion, you might be thinking...

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THE MATRIX AND THE MARTIAN

"This sounds hard."

Well, I'll be honest with you. Entrepreneurship can be hard. But

so can working for a boss that doesn't appreciate you, 40 hours per
week, for the rest of your life. That's harder.

Many have asked how I would summarize entrepreneurship. I

didn't have a good answer until I saw the movie, The Martian with
Matt Damon.

In the movie, Matt Damon plays astronaut Mark Watney, whose

specialty is botany.

Mark's team travels to Mars, and when they leave, something goes
wrong, and he ends up getting stranded on Mars.

Because they only had a certain amount of fuel, the only way to
rescue him was to go back to Earth, re-fuel, and come back to get
him.

This predicament left him having to figure out how to survive on

a barren desert planet for over a year.

Because Mark was a botanist, he was able to figure out how to

generate enough moisture on Mars to grow potatoes. He rationed
them out to consume just enough to keep himself alive. Multiple
times, he faced problem after problem that seemed to guarantee
his fate.

As difficult as this sounds, he never gave up. He was able to stay

alive until they rescued him and delivered him safely back to

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DIGITAL MILLIONAIRE SECRETS

Earth. He weighed around 100 pounds when they rescued him, but
he made it!

At the end of the movie, we move forward a couple of decades in

time. We see Mark teaching a group of aspiring astronauts.

What he says to them will stick with me for the rest of my life.

"At some point, everything's gonna go

south on you... everything's going to go
south and you're going to say, this is it.
This is how I end. Now you can either
accept that, or you can get to work. That's
all it is. You just begin. You do the math.
You solve one problem... and you solve
the next one... and then the next. And if
you solve enough problems, you get to
come home.."¹⁴

— Mark Watney, The Martian

When I heard that quote, my entire entrepreneurial journey made

sense.

When you begin your journey as an entrepreneur, you have a goal.

As you move toward that goal, you are faced with problems.

If you get frustrated and stop solving problems, your business

dies. But if you solve enough problems, you get to become a
millionaire.

186
How to Get

MORE HELP

187
your Free Ticket

I f there’s one thing I love to do, it’s teach people how to replicate
my success. So, in addition to the short bonus training videos
included in this book, I’ve also included a special one-hour
training that shows you exactly how I grew a multi-million-dollar
digital product business.

If you enjoyed this book, you will love this training. It walks you
through many of the strategies mentioned in this book in greater
detail.

Visit DigitalMillionaireSecrets.com/ticket to watch that training

now.

I can’t guarantee how long I will keep this training up as I do rotate

and update training frequently. But for now, it’s there. I suggest
you take advantage.

DigitalMillionaireSecrets.com/ticket

189
How to Access
Your Bonuses

S prinkled throughout this book are several free bonuses. These

are training videos hosted on our website to accompany the
content in this book.

You'll see the links to the videos included throughout the chapters;
however, here is a list of each one mentioned in the book for quick
reference.

Free Webinar: How to Scale ANY Digital Product,

Online Course, Mastermind, Coaching or Consulting
Program, or High-Ticket Offer.

This one-hour training covers how we built a multi-million dollar

online business. This training goes over many strategies men-
tioned in this book in greater detail.

Access at: DigitalMillionaireSecrets.com/ticket

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DIGITAL MILLIONAIRE SECRETS

Our Webinar Script

This video training covers our current webinar script and

framework. We have used this script to generate over $10 million
in sales, and more importantly, to show our clients how to convert
their message into a sellable format. Many of our clients have
made 7-figures with this script. Enjoy.

Access at: DigitalMillionaireSecrets.com/script

Our On-Demand Webinar System

This video breaks down the current system and funnel we use to
deliver our webinar to prospects and convert them to paying
customers.

Access at: DigitalMillionaireSecrets.com/system

The Goldfish Rule In Action

This is a collection of several examples of our successful

advertisements that follow The Goldfish Rule (getting to the point
within nine seconds).

Access at: DigitalMillionaireSecrets.com/goldfish

192
HOW TO ACCESS YOUR BONUSES

High-Ticket Case Study

This is a video interview with one of our clients who transitioned

from a low-ticket product to a high-ticket one, taking him from
break-even to extremely profitable 6-figure months.

Access at: DigitalMillionaireSecrets.com/andy

Client Results

If you are curious about what kind of results one can expect from
implementing our strategies, I’ve compiled some screenshots
from just a few of our premium clients, celebrating their wins. Feel
free to check these out to inspire you towards what’s possible.

Access at: DigitalMillionaireSecrets.com/success

Beta Success

As mentioned in the book, many of our clients experience success

by pre-selling a program before they create it. This is also known
as a Beta Launch. I’ve compiled a few “Beta Success” examples
from our clients.

Access at: DigitalMillionaireSecrets.com/beta

193
Speak to Us

I f you would like some help from my team implementing the

strategies in the book and ultimately growing your online
education business, we’d like to invite you to speak to us.

Head over to DigitalMillionaireSecrets.com/speak.

There will be a short application asking a few questions about your

business or your business idea. (So we can review them before the
call).

Answer the questions, and on the next page, you’ll see a calendar
with a list of available dates and times for your call. Pick the one
that works best for you.

Once you have booked your time, the confirmation page will have
some instructions on how to prepare for the call. Please review
them thoroughly. Watch the video that breaks down what it looks
like to work with us. Review the case studies from our clients.
That way, when you get on the call, you will already have quite a
few of your questions answered.

Once on the call, my office will take a look at what you are doing,
identify the problems you’re having, and see if we can help. If we

195
DIGITAL MILLIONAIRE SECRETS

can help, we will show you what it looks like to work with us. You
can then decide if you want to become one of our clients or not.

No pressure, but either way, you will get a lot of clarity out of this
call.

Visit DigitalMillionaireSecrets.com/speak to book your call

today.

196
References
1. TJ McCue, “E Learning Climbing To $325 Billion By
2025 UF Canvas Absorb Schoology Moodle,”
Forbes.com, July 31, 2018.
https://www.forbes.com/sites/tjmccue/2018/07/31/e-
learning-climbing-to-325-billion-by-2025-uf-canvas-
absorb-schoology-moodle/#639ddae83b39.
2. Mark Watney [from deleted scene], The Martian. 2015.
Directed by Ridley Scott. Twentieth Century Fox,
https://www.imdb.com/title/tt3659388/characters/nm000
0354#quotes.
3. Sun Tzu, The Art of War, trans. Lionel Giles, first
published 1910, (Los Angeles: Enhanced Media, 2017).
4. Russell Brunson, Expert Secrets: The Underground
Playbook to Find Your Message, Build a Tribe, and
Change the World, (New York: Morgan James, 2017),
88.
5. Justin Kazmark, “Kickstarter Before Kickstarter,”
Kickstarter.com. July 18, 2013.
https://www.kickstarter.com/blog/kickstarter-before-
kickstarter?fbclid=IwAR0XPfyDpA_VGoT_yRzy7gbSt
8sVXrN43rA7tZH-mwkDxHMr4GFVAnri0O0.
6. Steven James Snyder, “Kickstarter: The 50 Best
Inventions of 2010,” Time.com, November 11, 2010.
http://content.time.com/time/specials/packages/article/0,
28804,2029497_2030652_2029823,00.html.
7. Perry Chen, “Our Story,” Kickstarter.com.
https://www.kickstarter.com/press?ref=about_subnav&f
bclid=IwAR338uIOF4n6yVwYHy8-

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DIGITAL MILLIONAIRE SECRETS

KbDKx8RrQiJQESQaqo3IAztAYnJTDuR23g7KzEs#th
e-full-story, accessed December 16, 2019.
8. Kickstarter, PBC. Kickstarter.com.
https://www.kickstarter.com/help/stats?ref=press,
accessed December 15, 2019.
9. Kevin McSpadden, “You Now Have a Shorter Attention
Span Than a Goldfish,” Time.com, May 14, 2015.
https://time.com/3858309/attention-spans-goldfish/.
10. Rainer Zitelmann, “What Focus Really Means: Learning
From Bill Gates, Warren Buffett And Steve Jobs,”
Forbes.com, October 28, 2019.
https://www.forbes.com/sites/rainerzitelmann/2019/10/2
8/what-focus-really-means-learning-from-bill-gates-
warren-buffett-and-steve-jobs/#586b634173fc.
11. Ibid.
12. Jacqueline Leo Quotes. BrainyQuote.com, BrainyMedia
Inc, 2019.
https://www.brainyquote.com/quotes/jacqueline_leo_54
7986, accessed December 13, 2019.
13. Mark Pincus Quote. Will Chou, “How Self-made
Billionaires Prioritize for Better Focus and
Productivity,” Medium.com, February 9, 2016.
https://medium.com/better-marketing/10-billionaire-
productivity-hacks-that-will-save-you-years-of-time-
3b2f14ceec8.
14. Mark Watney [last lines], The Martian. 2015. Directed
by Ridley Scott. Twentieth Century Fox,
https://www.imdb.com/title/tt3659388/characters/nm000
0354#quotes.

198
About the Author

D an Henry started his first company to pay his way through

college. His first efforts, while only mildly successful,
inspired him to drop out of college and pursue entrepreneurship
full time.

Since then, he has sold over $10 million of his own products
online, grown a massive following, and has been featured in
Forbes, Entrepreneur Magazine, Business Insider, and more.

Dan took what he learned from this journey, founded

GetClients.com, and helped thousands of entrepreneurs turn their
dreams into reality. This includes being instrumental in the
creation of several millionaires without VC funding, JV partner-
ships, and zero following.

His motto is, "Some people teach you what to do and how to do
it. I teach you how to do it well."

199