– There’s a word, whichI use for explaining this to our purchasers calledthe espresso machine, which I stole it from Perry Marshall, who’s another immense consultant. So he says, if you walk into a Starbucks, a lot of the Starbuckshave an espresso machine up on the counter top and it’s not there time to look pretty. They have a price tag onit, so you can buy it.Everybody’s like, whywould you go into Starbucks and buy an espresso machine? Well, because they know thatfor every like 10,000 people who come into a Starbucks, they’ll lead, can I have my skinny latte, a purse of nuts and that espresso machine. Cause I cherish Starbucks so much- How interesting. – I want the Starbucks experience at home. So the, like what I’m sayinghere is that a lot of parties they’ve got these amazing products but they just don’ttell anybody about them. They don’t articulated theirespresso machine on display. So all you get there is like, – Right. – I’ve got this course, I’ll simply made it out topeople and ensure what happens. Do you knowledge me expecting, like what sort of volume of these courses were you selling anddo you sentiment me expecting, can I invite how much? – Yeah, I wasn’t selling themat a huge volume actually’ motive I was just doingthem to my email roster. For instance, the first trend I did was the Write a Better Website course, it had a different figure at that time, I don’t know why.I didn’t plainly nameit that from the do travel’ cause it’s clearly ,[ buzzer chiming] patently what it is.[ Robin giggles] Oh, well you learn, you vary. That was the first one I propelled. And so I exactly launchedit over like a seven date, email simply launch one email per era. Maybe two emails on the last day to be like, okay, here’sthe last day, okay. Now here’s really your last chance – Yeah.- To buy it. And I proselytized really well, something like four or 5 %, which is, you are familiar with, – Right. – For like just starting from like not really warming peopleup and only being like, oh, hey, here’s this course, like it was a really good thing. But also there was likethe demand there for it. But I launched it a handfulof goes after that, to the email list’ causethe email listing was growing and then people who heard about it before but didn’t buy it wanted to buy it.So yeah, I wasn’t doingads with it, which I, in hindsight I absolutelyshould have been doing. And I’m actually rightnow, as we record this, wrapping up a revamp of that direction. So I’ve redone the move, I’ve rerecorded everything. I am going to start likerunning ads for that track’ cause it’s such a good route. So I can sell it in those publications but I wasn’t doing it inmassive works back then.- Yeah, it voiced like, so your start processsounded a little like Jeff Walker’s productlaunch formula type launch. So he talks about doing, – Okay. – Sort of a seven to 14 date email sequence and gradually warming beings up.- Yeah. – And right, we’ve gota limited time left now, there’s three days beforethe cart opens or closes whichever way around it is.- Right. – And it’s quite an efficient, quick path of kind of, you are familiar with, there’s a term which Iuse for explaining this to our consumers calledthe espresso machine, which I stole it from Perry Marshall, who’s another immense consultant. So he says, if you walk into a Starbucks, a lot of the Starbuckshave an espresso machine up on the counter top and it’s not there exactly to look pretty. They have a price tag onit, so you can buy it. Everybody’s like, whywould you go into Starbucks and buy an espresso machine? Well, because they know thatfor every like 10,000 people who come into a Starbucks, they’ll lead, can I have my skinny latte, a suitcase of beans and that espresso machine.Cause I cherish Starbucks so much- How interesting. – I require the Starbucks experience at home. So the, like what I’m sayinghere is that a lot of people they’ve got these amazing produces but they just don’ttell anybody about them. They don’t situated theirespresso machine on display. So all you get there is like, – Right. – I’ve got this course, I’ll time placed it out topeople and check what happens. – Yeah. Yeah, so like, yeah, it was crazy because even now it’s not like on display on my website, the Write a Better Website course, which is so, it’s kind of dumb. But like, so the person or persons I learnedhow to offset digital tracks and propel a digital route from was like, oh “youre supposed to” like, keepit secreted on your website, don’t let parties buy it unless they like sign upfor your freebie first or I don’t know, he must’ve been like haunted with conversion frequencies or something.But it certainly willbe at like formerly I get, like I’m making the sales sheet today, I’m making the learningpage for the freebie today. So it’s like, I’m making it happen, but yeah you need to haveit on display because, Waite, can I say curse word? Well, I don’t know but, – Of course you can. – Why the[ beep] not?[ both laugh] Like, why the[ beep] not? Why wouldn’t you have it up there? And then if people don’tbuy until the launch they don’t buy until the launching but it’s like…Really wants to know how I write network duplicate they can find out and they can buy it. – Yeah, perfectly. And so this has kind of guided you to, announces a bit sort ofaccidentally on purpose, but its led to you tokind of create a nice sort of side hustle withsome passive income. – Yeah.- How successful has that been and what’s your sort of personal coming to generating passive income? – Yeah, I really liked theaccidentally on purpose phrase. I feel like that’s my entire vocation.[ both laughable] Yeah , no, it’s been good because like, after I originated the first route, Write a Better Website, I got an immediate feeling for a smaller, like little mini coursethat I started selling. I quality it at $47 andit’s definitely merit $47 but I thumped the cost down and sold it for like seven bucks after like someonesigned up for a freebie. And so that was like a good little portion of incomes for me that made, I don’tknow enough to pay a legislation every month or something.- Yeah. – Which you know, is nota[ beep] tonne of money, but it’s enough to make a little bit of adifference in your budget.So yeah, so then I did that. I moved, what do you call those, like a body area, a participation radical for a while on my reproduce supremacy authority, my other business is called Copy Power, that’s a copywriting agency. And so, every month for them I would make a small, little digital trainingthat I could then sell as its own training. And that’s where the[ sighs] was. Sorry, go ahead. – I was just gonna say that, numerous financiers talkabout kind of, you know, all they see is thesesuccessful industrialists have various rivers of revenue come in. And I think you canlook at those big words and assimilate that you gotta have, they’ve gotta be carryingbig, weighty numbers of revenue coming through foreach of those numerou brooks of revenue but it’s not necessarily the event, is it? Because if you’ve got asuccessful consulting business, if you’ve got a successful freelance copywriting business as well, plus the agency side of it plus you’ve got an extrabit of money coming through, I call it beer money mostly. You’ve got beer money comingin through other, other– – That’s a good way to describe it.Yeah, that little minicourse was brew fund. – It is. It’s like, you know, my notebooks ,[ Chelsea laughing] I get a few hundred pounds a month coming through from those, I’ve got a You Do Me course, which I get a few quid from. I’ve got Google Ad trafficcoming through, you are familiar with, ad cents coming throughoff my YouTube channel. So there’s all these little bits but actually when you addall these several series up they actually come to somethinga bit more substantial. So it various kinds of manufactures it worthwhile. Do you sometimes thinkthat kind of putting a lot, would you say you’ve got a good ROI from putting those tracks together? – Yes and no, because you canalso spread yourself extremely thin and I like to produce and I have so many ideas. Like this is my personal, self-sabotaging behaviour is like, ooh, opinion, suggestion, sentiment, andthen run make the idea, create the relevant recommendations, raise the idea. I not always promote thepast ones to do them justice and then also make money from them.[ bell chiming] So yeah, it’s really great to have multiple brooks of income, but with the warned against simply don’t try too many too quickly’ movement you’ll spread yourself more thin and then actually like not has become a rewarding as are you gonna be.- Yeah, guilty as charged.- I’ve learned that from experience[ both laughter ]. – Guilty as charged your stature, I’ve been there, – Yeah. – Done that as well. I think everybody doesat some quality don’t they ..