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Computers & Health • First computer course 1969 • • First online 1977 Went Computers & Health • First computer course 1969 • • First online 1977 Went to medical school Never made >$25 K until after 30 Took 20 years to understand health Dr. Mercola March 26, 2008 1

Web Business Progression • Combined computer and health passion 1997 and started website • Web Business Progression • Combined computer and health passion 1997 and started website • 1997 to 2000 lost $500 K • First earned money in 2001 • Last year business valued at over $100 million Dr. Mercola March 26, 2008 2

Mercola. com Stats • No investors • No ads • No influence • 150 Mercola. com Stats • No investors • No ads • No influence • 150 K pages of ORIGINAL content Dr. Mercola March 26, 2008 3

Mercola. com Stats • 1. 5 million subscribers • 12 million views per month Mercola. com Stats • 1. 5 million subscribers • 12 million views per month • 5 million emails per week Dr. Mercola March 26, 2008 4

Mercola. com Stats • 35 customer service reps • 30 full time programmers • Mercola. com Stats • 35 customer service reps • 30 full time programmers • 20 admin • 4 executives • Looking for some key people though (stay tuned at end) Dr. Mercola March 26, 2008 5

Traffic • 1. 2 million new visitors per month from organic search (NOT paid) Traffic • 1. 2 million new visitors per month from organic search (NOT paid) • 40% of traffic comes from search engines 60% from our newsletter • 3 full time SEO staff Dr. Mercola March 26, 2008 6

Traffic • 100 major keywords in top ten • Exercise • Coconut oil • Traffic • 100 major keywords in top ten • Exercise • Coconut oil • Fish oil • Krill oil • Health newsletter Dr. Mercola March 26, 2008 7

Infrastructure • Gammadyne on 5 email servers • E commerce Server • CMS Community Infrastructure • Gammadyne on 5 email servers • E commerce Server • CMS Community Server v 3. 0 • Social Networking Forums Dr. Mercola March 26, 2008 8

Fishing Teach you HOW TO FISH Dr. Mercola March 26, 2008 9 Fishing Teach you HOW TO FISH Dr. Mercola March 26, 2008 9

How to Get the MOST From Events You Attend • Coming since Underground I How to Get the MOST From Events You Attend • Coming since Underground I • When I am not in Maui go to one event a month • You SIMPLY MUST convert your notes to action items in system like Getting Things Done • They will be USELESS to you if you leave them in your notebook. Dr. Mercola March 26, 2008 10

Something for Everyone • Start with something even novice beginners can use • Then Something for Everyone • Start with something even novice beginners can use • Then progress to information for more advanced Dr. Mercola March 26, 2008 11

Passion • If you are doing it for the money run away • You Passion • If you are doing it for the money run away • You have to be passionate about it and serve others as a result of that passion • Avoid the quick buck temptation Dr. Mercola March 26, 2008 12

Passion • If you bring value to others you will be successful long term. Passion • If you bring value to others you will be successful long term. • Have to be absolutely passionate about it or you will simply not be successful long term. • If you aren’t jumping out of bed before dawn RECONSIDER Dr. Mercola March 26, 2008 13

Passion • Don’t go to extreme of • Craig’s List and Wikipedia • Convinced Passion • Don’t go to extreme of • Craig’s List and Wikipedia • Convinced they are blocked on wealth Dr. Mercola March 26, 2008 14

Your List • Jay Abraham taught me that but took four years to know Your List • Jay Abraham taught me that but took four years to know what to do with it • Give them free report, audios or videos BUT they have to be GREAT • Help them out BIG TIME • Be a straight shooter, NEVER lie, tell it like it is Dr. Mercola March 26, 2008 15

Email Overload • 15 email Email Overload • 15 email "relationships" (meaning emails that they pay attention to regularly) before they hit email overload • This includes emails regarding credit card statements, bank statements, their kids' school updates, and ME Dr. Mercola March 26, 2008 16

Email Overload • If you want to get on that list of 15, you've Email Overload • If you want to get on that list of 15, you've got to deliver more value than someone else who is already on that list and replace them to make room for you. Dr. Mercola March 26, 2008 17

Your List • The value is in the RELATIONSHIP with the list. • Do Your List • The value is in the RELATIONSHIP with the list. • Do NOT sell anything until you have a good relationship with them!! - - Jeff Walker Underground I • Dan Kennedy “Personality in Copy” Dr. Mercola March 26, 2008 18

Video • Mandatory! • Same rules apply • You. Tube will soon have HD Video • Mandatory! • Same rules apply • You. Tube will soon have HD video! • Always try to educate them and give them VALUE first and then offer your solution • Post to You. Tube (10 million views) Dr. Mercola March 26, 2008 19

Logitech Quick. Cam Pro for Notebooks Dr. Mercola March 26, 2008 20 Logitech Quick. Cam Pro for Notebooks Dr. Mercola March 26, 2008 20

Get Clear on Your Purpose • You need to have a reason why • Get Clear on Your Purpose • You need to have a reason why • That is what will get you through the difficult times • My purpose is to catalyze transformation in the health care system Dr. Mercola March 26, 2008 21

Email Deliverability • We have 99% + deliverabilty • Five mail servers 350 K Email Deliverability • We have 99% + deliverabilty • Five mail servers 350 K per server • Issue number and date in subject line • 11 AM Tuesday and Thursday is best time and 3 PM next best, time zone of those it is going to (ideally) • Can refine with segmentation Dr. Mercola March 26, 2008 22

Email Deliverability Use an advanced email analysis tool such as Lyris Email Advisor to Email Deliverability Use an advanced email analysis tool such as Lyris Email Advisor to test for SPAM or display problems among the largest ISP's and email client browsers. Lyris. com Dr. Mercola March 26, 2008 23

Email Deliverability • Process your bounced emails. Specify an email address for bouncebacks and Email Deliverability • Process your bounced emails. Specify an email address for bouncebacks and process them after each send. • Many ISP's will downgrade your service for attempting to send to addresses that have expired. • Scripts can be written to automate the processing of these 'bad' emails and remove them from your next send. Dr. Mercola March 26, 2008 24

Email Deliverability • Domain Keys: verify you are a legitimate sender – no cost Email Deliverability • Domain Keys: verify you are a legitimate sender – no cost unlike bonded sender • MX Records: Including valid SPF • Reverse DNS check: The #1 verification your customers mail servers utilize. Dr. Mercola March 26, 2008 25

Email Deliverability • Provide an easy and obvious way for customers to unsubscribe. • Email Deliverability • Provide an easy and obvious way for customers to unsubscribe. • If they can't unsubscribe, they will mark your email as SPAM. • If enough customers report the email as SPAM, you could potentially be blacklisted from the entire domain. Dr. Mercola March 26, 2008 26

Mistakes • You need to fail and fail often • Nothing wrong with making Mistakes • You need to fail and fail often • Nothing wrong with making mistakes as long as your learn • Might as well learn from others • Cost me tens of millions of dollars • Lost $500 K first three years 19972000 Dr. Mercola March 26, 2008 27

John Reese Early on had photo service for e. Bay for 400, 000 people. John Reese Early on had photo service for e. Bay for 400, 000 people. Many stopped using it and his outsourced Russian programmer ran report to find this out and then needed some space on the server so he deleted 95% of his customer service records. John estimates he lost $20 million in sales for what he could have sold them in additional products. What was his mistake? Dr. Mercola March 26, 2008 28

Moore’s Law In September 1956 IBM launched the 305 RAMAC, the first computer with Moore’s Law In September 1956 IBM launched the 305 RAMAC, the first computer with a hard disk drive (HDD). Weighed over a ton and stored 5 MB of data. Dr. Mercola March 26, 2008 29

Western Digital 320 GB Passport 2. 5“ USB 2. 0 Hard Drive Dr. Mercola Western Digital 320 GB Passport 2. 5“ USB 2. 0 Hard Drive Dr. Mercola March 26, 2008 30

Subject Line Mistakes • Used e. Healthy News You Can Use from beginning to Subject Line Mistakes • Used e. Healthy News You Can Use from beginning to 2007 • Then used forum to find most read article and used that • Unless it is a sales letter • Cost many millions Dr. Mercola March 26, 2008 31

Dropped Shopping Cart Mistakes • How would you like instant 15% in sales? • Dropped Shopping Cart Mistakes • How would you like instant 15% in sales? • Staging order capture and authorize • Perry Belcher gained 30% • Used to be manual and two full time people now automated and one ¼ time person Dr. Mercola March 26, 2008 32

Ad Mistakes Keep ads and content SEPARATE Dr. Mercola March 26, 2008 33 Ad Mistakes Keep ads and content SEPARATE Dr. Mercola March 26, 2008 33

Email Newsletter Dr. Mercola March 26, 2008 34 Email Newsletter Dr. Mercola March 26, 2008 34

Email Newsletter Dr. Mercola March 26, 2008 35 Email Newsletter Dr. Mercola March 26, 2008 35

Email Sales Mistakes • Sales letter 2 -3 pages NOT long email • Integrated Email Sales Mistakes • Sales letter 2 -3 pages NOT long email • Integrated into normal newsletter using subject line for lead article - - eliminated complaints Dr. Mercola March 26, 2008 36

Email Sales Mistakes • Sales letters were sent twice a month • Primary source Email Sales Mistakes • Sales letters were sent twice a month • Primary source of revenue • Many unsubscribes “selling” • Now integrated into regular newsletter with subject line for sales promo • Always put video on sales copy Dr. Mercola March 26, 2008 37

Customer Service Mistakes • Customer service • Tony Zappos • Absolute FREE golden nuggets Customer Service Mistakes • Customer service • Tony Zappos • Absolute FREE golden nuggets from beta testers to tell you how to improve site • Of course weed out nutcakes that you should fire Dr. Mercola March 26, 2008 38

Dr. Mercola March 26, 2008 39 Dr. Mercola March 26, 2008 39

9 -10 These are your 9 -10 These are your "Promoters" or your "Idea Merchants" - Very satisfied and will trumpet your product or service any chance they get. 7 -8 They are your "Passively Satisfied" customers. 0 -6 They are the "Detractors" - fairly unsatisfied with you - Most likely to leave you for a competing product or service. Dr. Mercola March 26, 2008 40

Segmentation Mistakes • Did not segment email or sales copy • 20% people turn Segmentation Mistakes • Did not segment email or sales copy • 20% people turn off cookies • Stopped using cookies and now using tokens • Much better for email and market segmentation Dr. Mercola March 26, 2008 41

Segmentation Mistakes • Open email vs. non open • Purchase vs. non purchaser • Segmentation Mistakes • Open email vs. non open • Purchase vs. non purchaser • By content interest • Location so can optimize email deliverabilty Dr. Mercola March 26, 2008 42

Analysis Mistakes • Have to TEST!!! • Google Analytics for non-dynamic and best of Analysis Mistakes • Have to TEST!!! • Google Analytics for non-dynamic and best of all it is FREE • Many high end options but we use Site. Spect. com - - 90% less expensive • Check out our sales pages as they are highly optimized!! Dr. Mercola March 26, 2008 43

Infomercial Mistakes • Don’t do infomercials • Lost well over one million on this Infomercial Mistakes • Don’t do infomercials • Lost well over one million on this venture • UNLESS you have $5 to $25 million to invest. Last year got excited and did JV with company and I only lost $500 K before I realized this. Dr. Mercola March 26, 2008 44

Now for the GOOD Stuff • This one technique I learned at Underground II Now for the GOOD Stuff • This one technique I learned at Underground II helped make me financially independent • Hot seat mistake • Only works for sites like ours with LOTS of content • Who wants to know it? Dr. Mercola March 26, 2008 45

One Million New Subscribers • • 2000 new subscribers EVERY day Light Box Fool. One Million New Subscribers • • 2000 new subscribers EVERY day Light Box Fool. com works well for sites with lots of content Token, not cookie, to avoid displaying to subscribers • Live Demo Dr. Mercola March 26, 2008 46

Test Headlines Get Free & Unlimited Access to This & Unlimited Access to All Test Headlines Get Free & Unlimited Access to This & Unlimited Access to All Articles Instantly Get this Article & Permanent Access to 50, 000 Other Health Articles FREE Right Now Dr. Mercola March 26, 2008 47

Test Headlines 65 Get Free & Unlimited Access to This & Unlimited Access to Test Headlines 65 Get Free & Unlimited Access to This & Unlimited Access to All Articles Instantly 554 Get this Article & Permanent Access to 50, 000 Other Health Articles FREE Right Now Dr. Mercola March 26, 2008 48

Test Headlines 554 Get this Article & Permanent Access to 50, 000 Other Health Test Headlines 554 Get this Article & Permanent Access to 50, 000 Other Health Articles FREE Right Now Get Free & Unlimited Access to This Article (and Thousands of Others) Right NOW Dr. Mercola March 26, 2008 49

Test Headlines 554 Get this Article & Permanent Access to 50, 000 Other Health Test Headlines 554 Get this Article & Permanent Access to 50, 000 Other Health Articles FREE Right Now 1241 Get Free & Unlimited Access to This Article (and Thousands of Others) Right NOW Dr. Mercola March 26, 2008 50

Test Headlines 65 Get Free & Unlimited Access to This & Unlimited Access to Test Headlines 65 Get Free & Unlimited Access to This & Unlimited Access to All Articles Instantly 1241 Get Free & Unlimited Access to This Article (and Thousands of Others) Right NOW Dr. Mercola March 26, 2008 51

Another Mistake • 40% traffic is to content page • 60% traffic to sales Another Mistake • 40% traffic is to content page • 60% traffic to sales pages • Only 5% purchase on sales pages • Losing 95% of traffic to sales page Dr. Mercola March 26, 2008 52

Even More Subscribers • • • What do you do with unsubscribes? Patrick Coffey Even More Subscribers • • • What do you do with unsubscribes? Patrick Coffey Early to Rise Can JV with other similar sites and trade promos? • If you want more income can give them affiliate offer • Whatever you do TEST! Dr. Mercola March 26, 2008 53

Free Stuff Dr. Mercola March 26, 2008 54 Free Stuff Dr. Mercola March 26, 2008 54

Content Galore RSS Feeds • Google Reader • Sharp. Reader. net • Scan 1000 Content Galore RSS Feeds • Google Reader • Sharp. Reader. net • Scan 1000 posts per day • Have entertainment posts, not just health • Member blog prescreens posts for newsletter Dr. Mercola March 26, 2008 55

Mindmeister. com Free collaborative Mind Mapping software Dr. Mercola March 26, 2008 56 Mindmeister. com Free collaborative Mind Mapping software Dr. Mercola March 26, 2008 56

Jing Project Free Camtasia Dr. Mercola March 26, 2008 57 Jing Project Free Camtasia Dr. Mercola March 26, 2008 57

Blabberize. com Dr. Mercola March 26, 2008 58 Blabberize. com Dr. Mercola March 26, 2008 58

My Paid Recommendations • Some under $10 some >$10 K • Five Books & My Paid Recommendations • Some under $10 some >$10 K • Five Books & Five Groups • No affiliate links! • Personally use and integrate all these into my own system Dr. Mercola March 26, 2008 59

Dr. Mercola March 26, 2008 60 Dr. Mercola March 26, 2008 60

Hedgehog Principle Dr. Mercola March 26, 2008 61 Hedgehog Principle Dr. Mercola March 26, 2008 61

Get the right people in the right seat on the bus!! Dr. Mercola March Get the right people in the right seat on the bus!! Dr. Mercola March 26, 2008 62

Dr. Mercola March 26, 2008 63 Dr. Mercola March 26, 2008 63

Top Grading • The most important business book I have recently read • My Top Grading • The most important business book I have recently read • My focus for this year so I can free myself and increase business by 300% Dr. Mercola March 26, 2008 64

Top Grading • A players only 10% of workforce • Most companies fail 75% Top Grading • A players only 10% of workforce • Most companies fail 75% of time • Fired 14 people last year • Lose $1. 4 M on $100 K employee • Can succeed 90 -95% of the time in hiring A players if you Top. Grade Dr. Mercola March 26, 2008 65

Top Grading • Another mistake • Last year fired 15 people most were over Top Grading • Another mistake • Last year fired 15 people most were over $100 K • So $23 million dollar loss primarily in opportunity costs Dr. Mercola March 26, 2008 66

Hiring Clue • If the person is technology inept but really savvy other wise. Hiring Clue • If the person is technology inept but really savvy other wise. • DO NOT hire them. . • Every time we did it was a disaster. • They have to be proficient on line and with basic tools. • I fired a really excellent copy writer and he could not use Excel, we had to teach him Dr. Mercola March 26, 2008 67

Dr. Mercola March 26, 2008 68 Dr. Mercola March 26, 2008 68

Getting Things Done • Two Minute Rule • Capture everything • Process regularly (notes!!) Getting Things Done • Two Minute Rule • Capture everything • Process regularly (notes!!) • Weekly Review Dr. Mercola March 26, 2008 69

Getting Things Done • Outlook folders • How many have Outlook? • Schedule phone Getting Things Done • Outlook folders • How many have Outlook? • Schedule phone calls in Outlook by time zones, • Waiting Folder • Review Folder • Go through them once a week Dr. Mercola March 26, 2008 70

Getting Things Done • Worth MILLIONS • Voice Recorder Dr. Mercola March 26, 2008 Getting Things Done • Worth MILLIONS • Voice Recorder Dr. Mercola March 26, 2008 71

Olympus WS-311 M Digital Voice Recorder Dr. Mercola March 26, 2008 72 Olympus WS-311 M Digital Voice Recorder Dr. Mercola March 26, 2008 72

Getting Things Done • Multi task while exercising and listen to MP 3 player Getting Things Done • Multi task while exercising and listen to MP 3 player with great audio teaching files • Nightingale Conant Dr. Mercola March 26, 2008 73

Dr. Mercola March 26, 2008 74 Dr. Mercola March 26, 2008 74

Power Full Engagement • Determine your single most important project • Work 90 minute Power Full Engagement • Determine your single most important project • Work 90 minute segments with NO interruptions • Take 30 minute break to recharge Dr. Mercola March 26, 2008 75

Killercovers. com Vaughan Davidson or Cover Action Pro. com Dr. Mercola March 26, 2008 Killercovers. com Vaughan Davidson or Cover Action Pro. com Dr. Mercola March 26, 2008 76

Altitude Tom Bell who said was one of best events he ever attended Mark Altitude Tom Bell who said was one of best events he ever attended Mark Joyner, Joe Polish Carlos Garcia, John Carlton Brad Fallon Buck Rivizi Pipeline Profits Declan Dunn Even Yanik was at first one Dr. Mercola March 26, 2008 77

Dan Sullivan Strategic Coaching. com • • • Nearly all Dan Kennedy Platinum in Dan Sullivan Strategic Coaching. com • • • Nearly all Dan Kennedy Platinum in this Double your income Double your free time Unique ability Differentiating days into: • Free Days • Focus Days • Preparation Days Dr. Mercola March 26, 2008 78

My. Life. Book. com Career Finances Character Emotions Health and Fitness Intellectual Life Dr. My. Life. Book. com Career Finances Character Emotions Health and Fitness Intellectual Life Dr. Mercola March 26, 2008 79

My. Life. Book. com Spiritual Life Quality of Life Love Relationship Social Life Parenting My. Life. Book. com Spiritual Life Quality of Life Love Relationship Social Life Parenting Dr. Mercola March 26, 2008 80

My. Life. Book. com Each category create a: • • Premise Vision Purpose Strategy My. Life. Book. com Each category create a: • • Premise Vision Purpose Strategy Dr. Mercola March 26, 2008 81

Master Mind • Napoleon Hill Think and Grow Rich • Yanik’s Mastermind • Your Master Mind • Napoleon Hill Think and Grow Rich • Yanik’s Mastermind • Your own Dr. Mercola March 26, 2008 82

Are You Interested? • www. UG. Mercola. com • • Joint Venture Biz Development Are You Interested? • www. UG. Mercola. com • • Joint Venture Biz Development Executive Position Mastermind Dr. Mercola March 26, 2008 83

Are You Interested? • Anyone that VALIDLY signs up will get two MAJOR Bonuses Are You Interested? • Anyone that VALIDLY signs up will get two MAJOR Bonuses • Ken Evoy Make Your Site Sell • Email Deliverability Secrets • www. ug. mercola. com Dr. Mercola March 26, 2008 84