The best book I’ve ever read on persuasion and influence

The best book I’ve ever read on persuasion and influence

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This is, without a doubt, the best book I’ve ever read on persuasion and influence.

If you have an online business, your job is motivating people to make change.

Even if making a change is in someone’s best interest, no one likes change.

So, we have to master the skill of influence. 

Now, there are lots of books about persuasion and influence.

And I’ve read most of them.

But my #1 book is – Influence: The Psychology of Persuasion by Robert B Cialdini

Here are some of the key persuasion principles:


People feel obligated to give back to others who have given to them first. By doing favors and providing value to others, you can increase the likelihood that they will reciprocate.

Commitment and Consistency:

Once people make a decision, they will feel internal pressure to behave consistently with that commitment. If you can get a micro-commitment first, people will be more likely to say yes to a follow on “bigger ask”.

Social Proof:

People look to the actions of others to determine their own, especially when uncertain. This deep evolutionary shortcut stems back to a feeling of safety in the herd. The more people doing something, the more correct it seems. 


People prefer to say yes to people that they like. Factors that increase liking include attractiveness, similarity, compliments, familiarity, and cooperation. Stories are one of the best ways you can trigger this in your online business.


People feel compelled to follow authority and tend to obey official-looking people, titles, and clothes. As an online business owner, you can trigger this by sharing your wins or, even more powerfully, sharing the wins you have helped others achieve.


Scarcity drives desirability. When there is less of something available, people want it more. If you only have 10 spots available in your coaching program, highlight them in your promotional material. It will make the program even more desirable.

This book is a great read and a fascinating dive into human psychology.

I can’t recommend this book enough if you are involved in marketing.

If you are at all interested in persuasion and influence, I can’t recommend this book enough. 

Have you read it? What do you think?


My top 5 must-have elements of a high-converting online course or membership sales page to increase your sales and profitability

My top 5 must-have elements of a high-converting online course or membership sales page to increase your sales and profitability

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For years, I struggled with lead generation.

My opt-in rates were low, ad costs were high, and my email list growth was slow and painful.

I was certain ads just couldn’t work for my business.

That was until I discovered it wasn’t the funnel or the ads that were the issue.

The problem was the lead magnets I was using.

Once I started implementing these 3 simple rules, everything changed.

RULE 1 – It must solve a #1 top-of-mind pain point

A great lead magnet answers the question – What keeps my customer awake at night?

People have a limited attention bandwidth. They only focus on their top 1 or 2 problems or pain points; they ignore everything else. An irresistible lead magnet promises to solve and remove a major pain point from their lives.

If your lead magnet doesn’t solve a major pain point, create one that does.

RULE 2 – It must promise a specific tangible outcome

A great lead magnet promises a concrete and specific outcome.

Remember, you aren’t solving all their problems. You are only solving one problem. One of the most common traits of irresistible lead magnets is they are hyper-specific about what will happen once they help the reader solve the problem.

Answer questions like how much? and by when?

RULE 3 – It must promise an immediate result

A great lead magnet promises an immediate payoff.

To promise an immediate payoff, you need to limit the scope of your lead magnet. Remember, you are not solving all their problems. Your goal is to get them to take just one step forward.

One step taken is infinitely more valuable and desirable than 1,000 steps promised.

Your lead magnet will make or break the profitability of your funnel and, ultimately, your online business.

Remember, you are not your avatar.

Invest time living their life. Walk in their shoes and feel their pain.

The longer you spend in their world, the more irresistible a lead magnet you’ll create.

3 Principles To Profitably Grow Your Business in 202

3 Principles To Profitably Grow Your Business in 2024 (without stress, overwhelm, or FOMO)

3 Principles To Profitably Grow Your Business in 2024 (without stress, overwhelm, or FOMO)

Discover the top 3 principles to grow your business profitably in 2024 without stress, overwhelm, or FOMO. Learn how to reduce customer acquisition costs, maximize customer lifetime value, and dedicate time to AI and tech exploration. Simplify your business growth strategy and achieve remarkable progress.
3 Principles To Profitably Grow Your Business in 202

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If you run your own business, you’ve probably been feeling a little uneasy lately.

It seems like every day, there is a big AI announcement that’s going to revolutionize your business.

You’re suffering new technology and methodology FOMO like never before. Afraid your competitors will leave you behind.

Meanwhile, your business costs are through the roof.

Your staff costs are out of control (if you can find people to hire).

And your cost to acquire new customers is climbing.

I’ve been in business for over 20 years and built multi-million dollar businesses along the way, but I’ve never seen anything like the rate change we’re experiencing today.

So, if you’ve been feeling uneasy, it’s understandable, and you are definitely not alone.

While tactics and strategies may change, the good news is principles remain the same.

Here are my top 3 principles for profitably growing your business today (and tomorrow) without stress, overwhelm, or FOMO.

Reduce (And Eliminate) Your Customer Acquisition Costs

Without new leads, your business will die.

With advertising costs rising across all platforms, the old lead generation models are broken.

And let’s face it, no one wants more leads.

You want more paying clients.

A front-end mini product solves this problem.

Create an attractive mini-product you offer to all leads immediately upon entering your world.

The goal of this mini product is to cover your advertising costs and pre-sell buyers for your main product or service.

Maximise Customer Lifetime Value

For too long, the focus has been on acquiring new customers and clients.

Where many people fall down is they try to sell the same thing to the same people again and again.

Your customers are on a journey. Always have a next step for them to take.

I call this a Value Ascension Roadmap.

For every 100 people who buy a product or service, 20% would spend 5 times more.

Layer in ascending levels of offers to give your customers who want to spend more money with you the opportunity to do so.

Ideally, you want these offers to be subscriptions, which will stabilize your cash flow with recurring revenue.

Whether you’re a service, SAAS, eComm, retail, or product-based business, subscription-based digital products will give you an unfair advantage over your competitors.

Give Yourself Dedicated AI & Tech Exploration Time

As a business owner, set aside at least 1 hour a week to explore and use AI and other technologies.

We are approaching a tipping point in AI and technology development.

We are about to go exponential.

The truth is you will never be able to keep up.

The good news is you don’t have to keep up with everything.

You need only focus on the small corner of the AI and technology world that impacts you and your business.

The fact is AI is overhyped in the short term.

But sadly, it is underhyped in the long term.

AI will be the biggest driver of efficiency and cost-saving in your business.

If you dedicate just 1 hour a week to playing with new tools now, you will be ahead of 99% of business owners.

And when the time comes, you will be ideally positioned to take full advantage of AI.

Your business has thousands of moving parts.

But if you focus on these three principles, you can simplify everything down to:

  1. Build a dependable, scaleable lead generation process that produces free clients from paid traffic.
  2. Retain those clients for as long as possible and always have a next step offer for them.
  3. Reduce the costs of running your business by leveraging AI and technology.

And remember, it’s a process. You’re not behind. You are exactly where you should be.

Focus on these three principles for six months, and you’ll be amazed at your progress.

How to stop inbox overwhelm as online business owner

How to stop inbox overwhelm as online business owner

How to stop inbox overwhelm as online business owner

Tired of drowning in your inbox? Discover how to conquer inbox overwhelm with SaneBox. Learn how to declutter your inbox and prioritize essential emails with @SaneLater, @SaneTomorrow, and @SaneNoReplies features. As an online business owner, reclaim your time and boost productivity with this invaluable tool. Say goodbye to email distractions and hello to efficient email management.
How to stop inbox overwhelm as online business owner

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I don’t know about you, but I can’t resist a good lead magnet.


Whether it’s 3 Simple Steps or the 5 Biggest Mistakes, you better believe I’m opting in.


However, over time, this wreaks havoc on your inbox.


It becomes impossible to tell the difference between essential business emails and marketing emails.


Of course, I could unsubscribe, but what if I miss out on something?


Well, here’s my secret weapon to cure my inbox overwhelm.


I’ve been using this tool for over 8 years, and I don’t know how I’d run my business without it.


It’s called SaneBox, and it is genius.


Here are the top 3 features I love:




Setting up SaneBox is easy. You connect your email service, and you are off to the races.


The first thing it will do is set up a @SaneLater inbox as a subfolder in your inbox.


I use the @SaneLater inbox for emails I don’t want to unsubscribe from, but I don’t want to be distracted by during focused work time.


You train SaneBox by dragging emails from your inbox into a subfolder.


Once you train SaneBox on a sender, all emails from that person will automatically go to that folder in the future.


Leaving you with an inbox cleaner than an intern on their first day.


@SaneTomorrow / @SaneNextWeek

It’s happened to us all. 


You’re rushing between calls and see an important email on your phone.


Curiosity gets the better of you, and you read the email.


Nothing urgent, so you say to yourself. “I’ll reply when I’m finished with my calls”. 


3 hours and 3 calls later, you’re fried, so you shut down for the day.


The next morning, you look through your unread emails but forget all about the opened email.


Well, no more. 


Simply drag an email into the @SaneTomorrow folder, and it will be resent to you at 7 am the following day, so it’s at the top of your pile.


A little less urgent, you can even set it to deliver at 7 am on Monday morning with @SaneNextWeek.


This is a super simple way to see all the emails you’ve sent to people who haven’t responded to you yet.


You shouldn’t run your business out of your inbox but this is an awesome way to see who hasn’t responded to you yet.

As online business owners, our most valuable resource is time.


We need every help we can get to defend against distractions and protect our time.


SaneBox does all this and more.


I’m not connected to or an affiliate for SaneBox, but as you can probably tell I’m a massive fan.


This tool has saved me hundreds of hours, if not thousands, over the years.


It’s cheap as chips and so easy to set up.


Check it out.

3 Ways A Digital Product Will Help You Grow Your Business

3 Ways A Digital Product Will Help You Grow Your Business

3 Ways A Digital Product Will Help You Grow Your Business

Unlock the power of digital products to accelerate your business growth in 2024. Explore three proven strategies to leverage digital products, such as ebooks, online courses, and memberships, to boost revenue and profitability. Discover how digital products can multiply lifetime value, cover lead generation costs, and create recurring income streams for your business. Don't miss out on this opportunity to stay ahead of the competition and drive exponential growth in the digital era.
3 Ways A Digital Product Will Help You Grow Your Business

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Want to grow your service, SAAS, eComm, retail, or product-based business in 2024?

Sure, you could do more of what you’re already doing.

But if that was going to get you exponential results, you’d already have the growth you want.

Instead of fighting against rising costs, talent shortages, and market changes…

…why not embrace change and let it fuel your business growth?

Digital products like ebooks, online courses, and, my favorite, memberships are taking over.

Digital product sales will cross $500 Billion in 2024 and are on track to hit $1 Trillion by 2027.

But it isn’t just online business owners that are benefiting.

I started designing, building, and selling digital products in 2012.

Since then, I’ve sold over $10 million in digital products.

All the way from 30-minute courses and ebooks for $29 to $20,000 coaching programs.

Here are 3 ways you can use digital products to shortcut your business growth in 2024, no matter your business type.

Multiply Lifetime Value and Revenue Per Customer

You already have a captive audience.

As a customer, they have demonstrated an interest in the “problem you solve”.

Creating a community, membership, or digital product around “the problem” will open up a new untapped revenue stream.

All without cannibalizing your existing product/service range or killing profitability with heavy discounts.

As you’ve already invested in your Customer Acquisition Costs. 

Your digital product will act as a profit multiplier.

Cover The Costs of Lead Generation & Customer Acquisition

A digital product has almost 0 cost of incremental delivery.

This makes it the perfect low-cost lead generation and customer acquisition tool.

As long as you align your digital product with your primary offer, you’re getting paid to bring purchase-ready leads into your world.

Give Your Business The Gift of Recurring, Compounding Income

There is no better feeling in business than selling once and getting paid again and again.

Digital products give every business the opportunity to create a recurring revenue stream.

While knowing what $$$’s will be landing in your account in 6 months or 12 months time is sweet.

Seeing that revenue compound month after month as more and more subscribers join is even sweeter.

Subscriptions are the new normal. 

Netflix, Spotify, Disney, Adobe, and Microsoft led the charge.

It’s time for SMEs to catch up.

And, digital products are your fastest, highest-return, least-effort way to increase revenue and profitability in 2024.

The best way to learn how to launch an online course or membership

The best way to learn how to launch an online course or membership

The best way to learn how to launch an online course or membership

Discover the best way to launch an online course or membership with these essential resources. Get ready for your next successful launch!
The best way to learn how to launch an online course or membership

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I love learning all the latest strategies and tactics for launching offers online.


Unfortunately, when I first got interested in selling digital products and services online, I had a hard time figuring out where to start.


So, if you’re interested in learning more about selling online, here’s the best way to get started.

Read This Book: 

LAUNCH by Jeff Walker 

When it comes to launching, Jeff is the OG. 


Jeff’s book LAUNCH will give you a start-to-finish overview of the key principles of launching a digital product. If you have ever been through a big online launch, the chances are the person learned how to launch from Jeff or someone who learned from Jeff. 


I launched my very first digital product based on this book, and it brought in $180,000 in seven days, so it’s fair to say I’m a massive fan of the book.


Watch This YouTube Video: 

How To Plan An Online Launch (For Courses & Memberships) 


I created this video to give you a detailed overview of the 5 phases of an online launch.


I share the planning tools, processes, and approaches I have used to deliver over 100 online product launches and sell over $10 million in digital products. I also share 5 tips to maximize your launch revenue and profitability.


This video will give you everything you need to plan and deliver your next online launch.


Subscribe to this Newsletter: 

L.A.U.N.C.H. Newsletter


If you are anything like me, you probably learn more from seeing something in action rather than reading about it. 


That’s exactly why I created the L.A.U.N.C.H. Newsletter. Each week, I break down the funnels and launch strategies of the biggest names in the online world. You’ll get backstage access to multi-million dollar launches as I take you full-funnel, all the way from Facebook ads and opt-in pages to upsells and offer pages. 


And, you’ll walk away with downloadable swipe files every week to inspire your next launch.


With these 3 resources, you will be one step closer to that life-changing launch.


Have I left anything out? Drop me a comment below if there is anything you would include in the list.

3-Step Framework for Building Profitable Lead Generation Funnels

3-Step Framework for Building Profitable Lead Generation Funnels

3-Step Framework for Building Profitable Lead Generation Funnels

3-Step Framework for Building Profitable Lead Generation Funnels

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Lead generation isn’t easy. 

But it doesn’t need to be as hard as most online business owners make it.

Without a dependable source of leads, your online business will die.

The quicker you crack the lead generation, the easier your life will be.

I’ve built lead generation funnels that have generated hundreds of thousands of leads and millions in revenue with funnels for my clients.

Here’s my simple 3-step framework to build profitable lead generation funnels.

Step 1 – Create a highly attractive and valuable freebie

It all starts with a highly desirable freebie.

People will do more to avoid pain than gain pleasure. The best freebies solve a #1 top-of-min pain point for your perfect-fit client. The bigger the pain point you can solve with your freebie, the more attractive your perfect-fit client will find it.

The best freebies solve problems that keep your perfect-fit client awake at night.

Step 2 – Generate a consistent source of traffic

Now that you have your freebie, you need people to see it.

If you want to go quickly, use paid ads. If you’ve got more time than cash, go organic. Organic traffic sources like social media, blogs, podcasts, and YouTube are fantastic, but they take a long time to get up and running. Paid ads will shortcut the process. 

One way or another, an investment is required. You either pay with money or time.

Step 3 – Make a mini-offer immediately

The best way to ensure a profitable funnel is to offer a front end mini-product immediately after people opt-in for your lead magnet.

The goal of a front end mini product is to cover the costs of your ad campaigns. With your ad costs covered, everything you make after is pure profit. Imagine what your business would look like with unlimited free leads. 

Having a front-end mini product is the unfair advantage you need over your competitors.

Building a profitable lead generation funnel isn’t complicated with the right approach. 

But it is the biggest gift you can give your business.

And it is the edge you need to succeed.


My Simple 4-Step Framework For Writing High-Converting Meta Ads

My Simple 4-Step Framework For Writing High-Converting Meta Ads


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When I first started running Facebook ads, I hated drafting ad copy.

It was as if the pressure sucked every creative idea out of my brain, paralyzing me.

I knew that every word I typed would either increase or decrease my costs.

Staring at a blank page was what I hated the most.

Many years later, when I started coaching people to run their own ads and training new ad managers for my ad agency, I realized it wasn’t just me. Most people struggle with this.

Well, I discovered having a framework to write ad copy is the key to writing high converting ad copy.

Over the years, I’ve tried and tested many different ad frameworks, but the one I keep coming back to time and time again is A.I.D.A.

So, if you’re running meta ads (or want to in the future), here is your A.I.D.A. cheatsheet to churn out high-converting ad copy quickly, efficiently, and with the stress.

Let’s get into it:

A – Attention

Your first objective is to grab your audience’s attention.

People scrolling through Facebook and Instagram are 100% wrapped up in their own worlds. You need to snap them out of their trance. You do this by highlighting a major pain point or desire, asking an interesting question, or making a bold statement.

I spend 75% of my time crafting my opening hook.

I – Interest

Now that you have their attention, you have to win their interest.

The best way to do this is by saying something interesting – share a story, fact, study, or trend. Introduce a counterintuitive insight or share a solution to the #1 problem they face. You want them to think, “Huh, I never thought about that”

Capturing someone’s attention buys you a few seconds, trigger their interest, and they’ll read the rest of your ad.

D – Desire

Now that you have them focused, it’s time to show them what their life could be like.

Help them imagine what they will see, hear, do, and feel now that they have solved their #1 pain point. What will their life look like?

Don’t leave it to their imagination. You need to spell it out in detail.

A – Action

Finally, tell them exactly what you want them to do and when. 

Here are my 3 CTA rules:

Rule #1 – Making them transformation-based. “Say goodbye to {pain point} today”, “Get {primary desire} today”.

Rule #2 – Include urgency. Give them a reason to act today.

Rule #3 – Include a link to your landing page in your CTA.

The second I started using the A.I.D.A, my ad copy improved, and I started enjoying the ad drafting process.

If you want a copy of the A.I.D.A. ad copy drafting template we use with all our clients, drop me a comment below, and I will send it to you.

AI isn’t the enemy

AI isn’t the enemy

AI isn’t the enemy

AI isn’t the enemy

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Every Friday, I meet up with a group of mates.

There are some seriously smart guys in the group. One in particular is convinced that AI will destroy society, stealing billions of jobs and causing massive unemployment.

Now, I wouldn’t count myself an AI expert. 

But I’m a tech geek, and I’ve been using AI every day for over 6 years. AI is as much a part of my workday as my trusty MacBook Pro.

So here’s my take on what AI means for the future of business:

Looking backward to look forwards

This isn’t the first time we have encountered a transformative technology.

We’ve survived electrification, mass production, computerization, and the internet. Each one threatened to put millions of people out of work. Instead, each one increased the quality of the jobs in the industry and spawned many more jobs in parallel industries. 

Technology elevates workers to higher levels of creativity and customer-focused service.

Transition will take time

Every step forward in technology makes the next step faster.

The world of AI is moving at breakneck speed, but economies don’t move as fast. As AI evolves the pioneers will lead the charge, but there will be laggards. Remember, there are still State employees sitting in rubber rooms, from 9-5, not working because it isn’t in their contracts to use computers.

The time it takes businesses to implement AI to its full potential will allow people who don’t want to or who are not able to work with AI to move into different roles or retire. 

What if AI and robots do all the work?

Let’s suppose Sam Altman cracks AGI, and in 30 years, we live in a world where AI and robotics perform every human working role.

If this is the case, there will most certainly be a universal income. Instead of this being a bad thing, I see it as an opportunity. I see an explosion of creativity and innovation. What would you do if you never had to worry about putting food on the table? 

If AGI and robots were to run the world, I see it as truly liberating. 

In my mind, we are living through the most exciting time the world has ever experienced. 

I see AI as a technology that frees us to do work that truly inspires us and those we serve.

Yes, there are risks. 

Yes, there will be many bumps along the way. 

But, I’m looking forward to the ride.