How to Build an Unstoppable Business

C.V.O.
build
AN UNSTOPPABLE BUSINESS

THIS IS DESIGNED FOR
THOSE UNFAMILIAR WITH
DIGITAL MARKETER

You see…All marketers and entrepreneurs are
at various levels of
STUCK

THIS PRESENTATION IS
HERE TO HELP YOU
UNDERSTAND THIS
DIGITAL MARKETING
“STUFF”

AND BY
“STUFF” WE MEAN…

It’s the same system Starbucks and McDonald’s
have used to corner the coffee and hamburger
markets. It’s the same system Amazon uses to
dominate ecommerce. It’s how Best Buy, Beach
Body, and Sports Illustrated have become
Ryan Deiss household names.
Founder/Managing Director,
DigitalMarketer

THIS SYSTEM WORKS
FOR SMALL AND
ENTERPRISE
BUSINESSES.

It works because it exploits
each and every aspect of the
Irrefutable Law of Business
Growth put forth by
legendary marketer
Jay Abraham

There are only 3 ways to grow a business…
• Increase the number of customers
• Increase the average transaction value per
customer
• Increase the number of transactions per
customer

We call it Customer Value Optimization

OR… CVO.

The following flowchart
outlines the CVO system.
Download a PDF version here

Print this PDF version
and tack it to the wall
next to your workstation.
If you plan to execute
this plan, you’ll need to
reference it often.

THIS IS A WARNING:
There is little profit in understanding Pay Per
Click, Advertising, or SEO in and of itself.
There is ENORMUS profit in understanding
how to apply these traffic strategies to the
CVO Process.

Here are the steps we’ll cover:
q Determine Product/Market Fit
q Choose a Traffic Source
q Offer a Lead Magnet
q Offer a Tripwire
q Offer a Core Product
q Offer a Profit Maximizer
q Create the Return Path

Some of these resources are available on
the Digital Marketer Blog.
Other resources are for sale in the form of
training courses or are available in the
Digital Marketer Lab members area.

We’re about to reveal the exact process we use
to sell products and services in multiple markets
and mainstream verticals.
Let’s begin with...

STEP 1: DETERMINE PRODUCT/
MARKET FIT

There may be nothing more important than
choosing the correct market because every other
part of the process is dependent upon having a
group of willing and able buyers.

NO AMOUNT OF WORK OR
LUCK WILL HELP IF YOU
DON’T HAVE A WILLING AND
ABLE MARKET.

Maybe you’ve been told that you can build a profitable
business around any topic you are passionate about.

If there is not a sustainable market for your products and services, all the time
you invest in building your business is a complete waste of time.

To confidently build a business around a market you must
determine whether:
q The market is big enough
q The market is monetizable

To determine if the market is large enough, look for:
q 30,000+ Google searches per month on your top 3 keywords
q Active blogs
q Active Facebook Pages
q Active Forums
q Active Email Newsletters
q Active associations

To determine if the market is monetizable, look for:
q Direct competition– They are doing exactly what you do. This is good.
q Indirect competition– They are selling to the same market, but don’t
sell what you do.
q Affiliate offers– Check Clickbank, Share-A-Sale, and Commission Junction
for related affiliate offers
q Advertisers– Where there are well-known advertisers, there is money
q Gurus– Look for influential people in your market
q eCommerce Sites– Find sites that are selling products to this market

These are all rules of thumb of
course. If, for example, you don’t
find an active forum or your
keywords don’t add up to exactly
30,000+ you may still have a
viable market.

THAT SAID, THE MORE OF THAT
CRITERIA YOUR MARKET
MEETS…

THE MORE LIKELY YOU ARE TO
SUCCEED.

STEP 2: CHOOSE A TRAFFIC SOURCE

This might shock you, but you DO NOT have a
traffic problem.
Here’s why…
What if I told you that every time you get a visitor
to a web page you make $10 in profit? Could you
get traffic to that web page?

You could pay $10 to get a visitor to that
web page and still break even. In fact,
you’ll be able to pay more than $10 to
get a visitor to that page when you truly
understand the whole of CVO.

I’ve often said “He who can pay the most to acquire
a customer, wins.”
Once you understand CVO, you become
unstoppable.
Amazon.com sells on the thinnest of margins
knowing that aquiring new customers, selling them
more, and selling to them more frequently is how
you become unstoppable.

Traffic is not a problem.
Google, Facebook, Twitter, and LinkedIn (just to point out the obvious) are lining up to sell you targeted traffic.

WE CAN TEACH YOU TO DRIVE
TRAFFIC THROUGH TACTICS LIKE
BLOGGING, FACEBOOK ADS OR
EMAIL MARKETING. BUT FIRST…

You simply need to understand:
• How to measure what traffic is worth
• How to extract maximum immediate value from
that traffic.
Tactics are worthless if you don’t understand the
CVO process.

THE GOAL IS TO DRIVE
PROSPECTS INTO THE CVO
FUNNEL.

Become a master of a single, steady
traffic source. Stay focused on that traffic
source and, once mastered, add a second
and third traffic source.

These traffic sources include…
• Email marketing
• Social Advertising (Facebook/Twitter/YouTube ads, etc)
• Banner Advertising
• Blogging
• Organic Social Media
• SEO

DM Blog Traffic Resources
• How to Build an Email Marketing Machine
• The Complete Guide to Facebook Advertising Targeting Options
• The Ultimate List of Blog Post Ideas
• Copy Paste our Best 101 Email Subject lines
• How we Grew a Blog from ZERO to $6 Million…
• 11 Reasons to Buy Traffic From Google AdWords
• Do Not Miss this Template to SEO Your Website [Excel Download]

Our Traffic Training Courses:
• Authority ROI
• The Machine
• Whale Method
• Native Ad Academy
• Facebook Ad Power

Traffic DM Lab Execution Plans

YOUR TRAFFIC STRATEGY
BEGINS AND ENDS WITH
DRIVING VISITORS INTO THE CVO
FUNNEL.

THE CVO FUNNEL BEGINS WITH
THE LEAD MAGNET.

The next two steps (offer a lead magnet
and offer a tripwire) show you how to grow
your business through the fist of Jay
Abraham’s methods, increase the
number of customers.

THE LEAD MAGNET IS AN
IRRESISTIBLE BRIBE THAT GIVES A
SPECIFIC CHUNK OF VALUE TO A
PROSPECT IN EXCHANGE FOR THEIR
CONTACT INFORMATION.

Make no mistake, although no money changes
hands, this is a transaction. And, it is often the first
transaction you will have with a prospect.
You will need to provide tremendous value with the
Lead Magnet.

The Lead Magnet is usually offered on a web page called a landing or
squeeze page that’s optimized to convert even cold traffic into leads.

The landing page doesn’t need to be
fancy. This is a high-performing Lead
Magnet Landing page from one of
our businesses in the Kindle
publishing niche.

THE LEAD MAGNET EXISTS TO
INCREASE LEADS. BECAUSE IT’S AT
THE VERY TOP OF THE CVO FUNNEL,
INCREASING OPT-INS HERE WILL
PAY DIVIDENDS THROUGHOUT THE
REST OF THE SYSTEM.m.

What irresistible bribe could you offer in
exchange for a prospect’s contact
information?

DM Blog Lead Magnet Resources
• 9 Lead Magnet Ideas and Examples (And ONE That Generated 28,507
Subscribers)
• [Funnel Critique] See DM Lab and DM Team Members Critique a Live
Conversion Funnel

Our Lead Magnet Training Courses
• The Napkin Project
• The Machine

Lead Magnet DM Lab Execution Plans

THE MORE LEADS YOU GENERATE
THROUGH THE LEAD MAGNET, THE
MORE TRIPWIRE OFFERS YOU’LL
MAKE.

If you understand and execute on this step, you’ll
be ahead of most of your competitors.
Remember, our first goal is to increase the number
of customers. So far, we have only generated leads
through the Lead Magnet. We still haven’t generated
new customers.

THE TRIPWIRE OFFER IS MADE TO
THOSE THAT HAVE DISPLAYED
INTEREST THROUGH THE LEAD
MAGNET. who

The Tripwire is an affordable offer, usually
between $1 and $20. In markets selling
high-ticket products and services, Tripwire
offers as high as $500 can convert well.

THE GOAL OF THE TRIPWIRE IS TO
FUNDAMENTALLY CHANGE THE
RELATIONSHIP FROM PROSPECT TO
CUSTOMER. THE CONVERSION OF A
PROSPECT TO A CUSTOMER, EVEN
FOR $1, IS MAGICAL.

The key is to make a Tripwire Offer that leads are
unable to resist.
The most common way to make the Tripwire
irresistible is by selling it at cost and, in some cases, at
a loss to you.

THAT’S CORRECT. YOU’RE NOT
TRYING TO MAKE A LIVING FROM
SELLING TRIPWIRE OFFERS.

You are trying to acquire buyers because there is nothing more
valuable than a list of buyers.

WHEN YOU UNDERSTAND THE REST OF
THE CVO PROCESS YOU WILL
UNDERSTAND HOW THE TRIPWIRE OFFER
IS THE MOST POWERFUL ADDITION YOU
CAN MAKE TO YOUR BUSINESS—EVEN
THOUGH YOU MAKE NO DIRECT PROFIT
FROM IT.

A Classic example comes
from Columbia Records.
They took over the music
market by making an
absolutely irresistible
offer because hey
understood that
acquiring a list of
buyers is the name
of the game.

It’s the ridiculous flat screen TV deal at Best
Buy. It’s the rock-bottom price of a Kindle Fire.
It’s the $20 for $50 worth of Mexican Food
Groupon offer.

Convert the maximum number of Lead Magnet
leads into paying customers, even at the expense
of your profit margin, with the understanding that
acquiring a paying customer will deliver profit
through the next three steps:
• Core Offer
• Profit Maximizer
• Return Path

DM Blog Tripwire Resources
• How to Calculate Average Customer Value (ACV) and Why It Matters
• How to Optimize the Most Important Pages in Your Marketing Funnel
Conversion Funnel

Our Tripwire Training Courses
• The Machine

Tripwire DM Lab Execution Plans

OK, NOW THAT YOU UNDERSTAND
HOW TO INCREASE THE NUMBER OF
CUSTOMERS, LET’S TALK ABOUT
INCREASING THE AVERAGE
TRANSACTION VALUE PER
CUSTOMER.

YOU LIKELY ALREADY HAVE A
CORE OFFER.

MOST BUSINESSES GET
NOWHERE BY MAKING CORE
OFFERS TO COLD PROSPECTS.

YOU’LL SEE YOUR CORE
OFFER SALES EXPLODE WITH
THE ADDITION OF THE LEAD
MAGNET AND TRIPWIRE
OFFER.

AFTER ALL, YOU’VE ALREADY
HAD TWO SUCCESSFUL
TRANSACTIONS WITH THIS
BUYER.

In some cases, sales from the Core Offer will
make you profitable. But it doesn’t have to.
If you follow through with the CVO process, you
could take everything you make from the Core
Offer and reinvest it to acquire more customers.

AGAIN, THIS IS HOW YOU BECOME
UNSTOPPABLE.

You build a system in which you can spend more to acquire a
customer than your competitors; they’re making a Core Offer and
trying to make a living from it. You don’t need to make a dime
from your core offer.

DM Blog Core Offer Resources
• How to Calculate Average Customer Value (ACV) and Why it Matters
• How to Optimize the Most Important Pages In Your Marketing Funnel
Conversion Funnel

Our Core Offer Training Courses
• The Machine

Core Offer DM Lab Execution Plans

NOW HERE’S WHERE THINGS
GET VERY INTERESTING…

STEP 6: OFFER A PROFIT MAXIMIZER

The second of Jay
Abraham’s Business
growth methods is to
increase the average
transaction value per
customer. The Profit
Maximizer does just
that.

MOST BUSINESSES DON’T HAVE
TRIPWIRE OFFERS AND THEY DON’T
HAVE PROFIT MAXIMIZERS. THEY LIVE
AND DIE SELLING COLD PROSPECTS ON
THEIR CORE OFFER.

THIS IS WHY THEY STRUGGLE AND YOU
WON’T.

Would it shock you to find out
that McDonald’s makes almost
no money on the hamburger?
The hamburger is the Core
Offer, but it’s the fry and Coke
Profit Maximizer that built the
Golden Arches.

BEST BUY SELLS LAPTOPS AND PLASMA
TV’S (CORE OFFERS) ON WAFTER THIN
MARGINS YOU CAN’T RESIST AND MAKES
IT UP ON WARRANTIES, INSTALLATION
AND GEEK SQUAD SUPPORT (PROFIT
MAXIMIZERS).

AMAZON SHOWS YOU AT CHECKOUT,
“PEOPLE THAT BOUGHT THIS PRODUCT,
ALSO BOUGHT THAT PRODUCT” TO
INCREASE THE AVERAGE BASKET VALUE
(PROFIT MAXIMIZER).

WHAT COULD YOU BE OFFERING AS AN
UPSELL OR CROSS-SELL?

WHAT COULD YOU BUNDLE WITH YOUR
CORE OFFER?

HOW CAN YOU ENHANCE YOUR CORE
OFFER THROUGH A CLUB OR
MEMBERSHIP SITE?

DM Blog Profit Maximizer Resources
• How to Calculate Average Customer Value (ACV) and Why it Matters
• How to Optimize the Most Important Pages In Your Marketing Funnel

Our Profit Maximizer Training Courses
• The Machine

Profit Maximizer DM Lab Execution Plans

BUT THERE IS ONE MORE WAY
TO GROW…

THE LAST WAY TO GROW A
BUSINESS IS TO INCREASE THE
NUMBER OF TRANSACTIONS
PER CUSTOMER.

The goal of the Return Path is to have frequent,
strategic communication with your buyers and
prospects that cause them to buy again and again.

BECAUSE YOU HAVE YOUR
BUYER’S CONTACT
INFORMATION THROUGH THE
LEAD MAGNET…

YOU CAN OFFER NEW LEAD
MAGNETS, TRIPWIRES, CORE
OFFERS, AND PROFIT MAXIMIZERS
BECAUSE YOU HAVE THEIR
PERMISSION TO MARKET TO THEM.

EMAIL MARKETING, CONTENT
MARKETING, ORGANIC SOCIAL MEDIA,
CUSTOM AUDIENCES, AND AD
RETARGETING ARE TACTICS USED TO
MAINTAIN COMMUNICATIONS WITH
CUSTOMERS….

AND INCREASE TRANSACTION
FREQUENCY.

DM Blog Return Path Resources
• WCA + YC = Cheap, High-Converting Traffic

DM Training Courses on Return Paths
• The Machine

Return Path DM Lab Execution Plans

INCREASE THE NUMBER OF
TOUCHES WITH YOUR EXISTING
CUSTOMERS, BOTH
PROMOTIONAL AND NON-PROMOTIONAL…

AND YOU WILL INCREASE
TRANSACTION FREQUENCY
THROUGH THE RETURN PATH.

CVO is about building unstoppable businesses by increasing
the value of your customers.
THE NUMBERS DON’T LIE:
• You make $100 per day today
• You now get 3x more customers (Lead Magnet +Tripwire)
• You now make $300/day or $109,500/yr
• You make 3x more profit (Core Offer + Profit Maximizer)
• You now make $900/day or $328,500/yr
• You sell 3x more often (Return Path)
• You now make $2700/day or 985k/yr

THIS IS THE EXACT SYSTEM WE
APPLY TO EVERY BUSINESS WE
START, ACQUIRE, OR CONSULT.

I know why you’re frustrated. You’re frustrated
because you don’t know WHY you are blogging.
You don’t know WHY you are using Facebook.
You don’t know WHY you are looking at Google
Analytics.
Each one of these tactics is useless without a
system.

APPLICATION OF EVEN ONE OF
THE STEPS IN THIS SYSTEM WILL
GROW YOUR BUSINESS.

APPLYING ALL OF THEM WILL
MAKE YOU UNSTOPPABLE.

How to Build an Unstoppable Business

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