2009. I also didn’t have a good sense of style.
But man, it was slow.
Do you know what it feels like to spend hours on an article, hit “Post,” and sit back and wait … only to hear nothing? If I was lucky, sometimes I’d get a “Great post!” comment. Is this what growing a business is really like? And I’m supposed to do this for YEARS?
Out of every four or five articles I wrote, I might have gotten about 100 subscribers. So here I was, basically realizing I’d have to write THOUSANDS OF POSTS for about 38,000 years just to get a big enough email list.
How the hell did these other people build email lists of 50,000 people or 100,000 people?
My dream was to write something, click “Post,” and have people posting comments, sharing it, replying to my emails. (Well, my dream was to be a male model with an Italian accent, but that’s beside the point.)
I knew it would be hard, but not this hard. The way I was doing it felt like pushing a huge boulder up a hill … and starting over every single day.
The bad news is that I still can’t speak with an Italian accent. But the good news is: today, when I post something, tens of thousands of people read it — within minutes.
The number of people subscribed to my email list?
People find our site, read the material, subscribe to our email list, and many of them eventually buy — automatically.
THIS FEELS GREAT. Don’t let anyone tell you otherwise. It feels amazing to know you can spend your time doing the creative stuff — writing fun posts, recording videos, exploring new ideas, linking to other people you admire — and your business automatically attracts new people, eventually turning the right ones into buyers.
THIS IS AWESOME!
Here’s an example of how this works. Over five years ago, I wrote a post on weddings. It was something I felt strongly about and I loved writing it.
I wrote this post over seven years ago. It does so well, I refreshed it in 2019, and it's still bringing in quality leads.
That post still brings new buyers in. And the material I write today will continue to bring new readers in for years to come.
I want to get really specific to show you what this looks like on a daily basis, because I want you to know this is possible for you, too.
We built a traffic engine to generate 15,000 subscribers a month. Imagine every single person in Germany's SAP Arena raising their hand and asking to hear from you — every month.
That's this place:
(I walk you through the path to 15,000 subscribers a month, step-by-step, further down this page.)
Every morning, when I open my email, the first thing I see is my inbox crammed with thank-you notes and success stories like these:
We get covered in the national media all the time, including Forbes, Fortune, The New York Times, The Wall Street Journal, and CNBC, which helps us spread our message to even more people.
That’s me next to Warren Buffett. We hang out every Sat to eat buffalo wings together. One of the last two sentences is untrue.
Now we have over 590,000 followers on social media.
When you have a business with a “traffic engine” like this, you can make a big impact — fast.
When you share a link, people click it.
When you recommend a book, it sells out.
You don’t have to offer huge discounts because people love your products! (In fact, we never discount.)
Here’s the best part. You don’t have to sell, sell, sell all the time. You can actually relax, breathe, and have FUN. When you’re having fun and sharing the things you love, your audience can tell.
Let me show you what I mean. I happen to love hot sauce, and my favorite hot sauce is Dos Toros in NYC. I decided to show them some love and mention them in my newsletter. BOOM — they instantly sold out.
My simple dream: moving mass quantities of hot sauce with a single click.
Life isn’t just about selling stuff over and over. When you build a great business, you get to have fun and your readers love it, too.
(Plus, some days it's nice to just take off and catch a daytime movie, knowing that your business will automatically keep bringing in new readers.)
When I think back to the early days, I was doing all the “right” things, but it wasn’t working. Frankly, I'm surprised I didn't throw in the towel.
Now when I share something, I can see people talking about it, sharing it, and responding by the thousands. It’s amazing to know you’re putting something into the world — and people love it.
And it’s even more amazing to know that you’re also growing your business at the same time.
I want to show you how we grew from a dorm-room blog to a multimillion-dollar business.
Not just the basic stuff you could Google for free. I’m talking about the lessons the outsiders don’t know … that we do.
To go beyond mere tactics — and to build a sustainable, high-growth business — start with your own psychology.
Which of these invisible scripts are holding you back from growing your business?
I discovered three painful invisible scripts around growing a business — deep beliefs that can kill your business if left unchecked. How many of these scripts apply to you?
(In my experience, every business owner below $12 million in revenue believes at least one of these.)
"There are so many ways to grow traffic.
So why isn’t it working for me?”
"WHAT AM I DOING WRONG? I feel like I’ve already used a lot of the tactics out there. I can’t keep posting in FB groups. People will get sick of me. I tried auto-webinars but it didn’t work for me. What am I doing wrong? I just need to try a different strategy.”
"IT'S TOO COMPLICATED. I’m trying to piece together all these tactics without annoying my readers. I have enough stuff going on. Now I'm supposed to master FB ads and Instagram and contests and webinars and … I feel overwhelmed. I guess I’ll just keep trying to make it work. I just need to figure it out.”
“I'm so overwhelmed”
"I DON'T HAVE ENOUGH TIME! I tried blogging and posting to social media every week and it nearly killed me. All these people say I'm supposed to blog and create products and take care of my customers and post infographics. Uh, there's not enough time to do all of this.”
"I'LL SPEND THE TIME — IF I KNOW IT WILL WORK. I've jumped to a lot of different things, but that’s because nothing works. I’m willing to spend the time — IF I know it’ll work. But I need to know.”
"WHAT AM I DOING WRONG? How come they grew their list by 15,000 last month? What do they know that I don’t? What is going on?!”
"GUEST POSTS ARE DEAD. I already did the basics, but that’s not enough. Now what? I’m supposed to write guest posts, PLUS posts on my own blog? I don't want to write guest posts. They’re dead.”
"WHY ISN’T ANYONE RESPONDING? I spent so long writing it, and I only got one comment.”
"UGH, IT JUST NEEDS TO WORK. I'm super frustrated with the lack of organic traffic (I think there’s something wrong with our website). I really need to make this thing grow on its own.”
Do any of these scripts sound
familiar to you?
I used to think I was “above” invisible scripts, but I wasn’t. God, I was so stupid.
And one of the biggest impediments to growth is yourself. I know it was for me. I thought because I was a business owner, it was all just pure “logic” to growing my business. Do X, then Y. Yeah … that works, until you realize that what got you here won’t get you there.
For a lot of us, if we see a problem, we jump right into solving it … without evaluating whether this is the right solution … or if we should be tackling this problem at all.
Think about it — there’s so much advice out there … that just doesn't work.
We all have so much we want to do with our businesses … but never enough time.
But if we could crack the code on traffic and know which growth levers to pull, we could build a high-growth, profitable business that lets us share our passion with more and more people.
Consistent growth. Not a daily grind.
18 months of solid lead growth adds up fast.
If you're ready to unlock the growth in your business, read on. I want to share three of the most surprising truths I discovered that radically changed how I drive traffic for my business.
The path to 15,000 subscribers per month
When we started out, we did the basic things that everyone recommends:
Then we added on more intermediate strategies to grow even more: We started focusing on SEO, so we showed up at the top of search engines. We created an A/B testing program to optimize our opt-in forms and copy, which boosted subscription rates by over 50%. And, of course, I was posting on social media.
These strategies worked, and traffic was growing, but I was getting impatient. Honestly … I wanted to go faster. I didn’t want to wait years to grow. I wanted HOCKEY STICK GROWTH. You know what I’m talking about.
This is when I really started paying attention to the strategies that were getting more popular. I’m talking about high-growth, fast strategies. Facebook ads. JVs and affiliates. Rapid funnel growth. The strategies that didn’t take months (or years), but ones that could scale fast.
I have to admit … I was getting a little jealous of all the numbers I saw being thrown around. I was hearing people talking about getting 10,000 subscribers a week. WITHOUT DOING ANY WORK WRITING NEW STUFF!!
Here I am, slaving away writing new post after new post, and they were looking at me like I was some old-fashioned goober. “Dude,” they would say, “you’re wasting your time writing all this stuff. Write one thing, then use paid ads to drive a ton of traffic.”
They’d tell me how they spent a dollar and made two.
I heard people were making $3,000 profit every day. That’s over a million dollars in profit every year — without having to write anything new!
You can see why I started to get jealous. If I was sitting around writing post after post, email after email, and someone else could just spend a few bucks and make a million dollars in profit … what did they know that I didn’t?
And really — why wasn’t I doing this?
I started to get worried that I was missing out on the next big thing. That because I knew how to write blog posts, I was falling into the trap of “a guy with a hammer sees everything as a nail.” I felt comfortable writing, so I kept spending time doing that …
… while the world was passing me by.
In the back of my head, I heard this voice saying, “It can’t really be that easy.” Because if it was, what had I been spending all my time over the last five years doing?
So I decided I had to find out how they were doing it. This is where being (1) jealous and (2) having the money to execute becomes a dangerous combination.
I could afford to put teams on each. And that’s exactly what I did.
We built an entire Facebook ad team, including copywriters, designers, and a data analyst. We spent $2 MILLION (not to mention building the entire team) over 2+ years.
We built an entire affiliate team and recruited dozens of affiliates, generating substantial revenue.
We built an entire optimization team focused on optimizing opt-ins, running dozens of A/B tests every month across our business, including funnels, holdout tests, and upsell & cross-sell optimization.
Basically, we spent a shitload of time and money (and we got really good) at all of these strategies to grow faster.
And finally, I had the data.
The day I discovered the truth
Our analyst called a special meeting. Every member of our senior team attended. As the meeting started, the analyst began by setting the context.
“As you all know, we’ve spent a considerable amount of time investing in new strategies to gro—”
Honestly, I just wanted him to get on with it.
That’s when he clicked to Slide 2 and started with the word, “Unfortunately…”
Never a good way to start a massive presentation on millions of dollars of tests we’d run. Actually, it made me want to puke.
Yes, the numbers looked good on the surface. Some of the strategies made us money, even a decent amount.
Unfortunately, none of these new strategies — paid ads, JVs, tripwires, and more — beat the system we’d already built over the last five years. Not even close.
Yes, traffic was at all-time highs.
Yes, we’d been able to dramatically scale our number of email subscribers.
Unfortunately, most of the new subscribers never bought a thing!
That sinking feeling was me realizing we’d made a huge mistake. All those damn gurus, all those rumors I’d followed … when you actually run the numbers, a lot of them don’t pan out.
When something bad happens, life is good when you can blame someone else. But this time, I had nobody to blame but myself. I’d chased the rumors. I’d looked for a shortcut. I’d said, “If it sounds too good to be true, it probably is,” then promptly ignored it.
Let me show you what I mean. (This is what none of the gurus will share, BTW.)
We used Facebook advertising to generate 81,316 new email subscribers in 2016.
Sounds like a home run, right? Most businesses would be happy to have 81,000 people on their list in total. We did it from one channel, in one year. Double opt-in subscribers.
But as the saying goes, “not all that glitters is gold.” I wanted to know: “How many of those people actually BOUGHT anything?”
Shockingly, very few.
If we’d never built an entire analytics team to look underneath the numbers, we never would have known. (Which is why so many people who run FB ads think they’re profitable … but they’re actually not.)
Similarly, we did a high-profile partnership with a well-known business with a massive audience of entrepreneurs. It was as close to a “perfect partnership” as you could get.
Here’s what happened.
When the other business promoted us to their massive audience, 49,514 of their readers joined our email list.
(Stop right here and imagine how many “gurus” would instantly write a post called, “How a single partnership generated 49,000 subscribers for our business.” We like to go much deeper.)
We dug into the analysis, going beyond the surface number. When all was said and done, only 165 of those people wound up staying on our list and reading our emails. Only 2 of them ever bought anything.
As you can imagine, these numbers were a surprise to us. Let’s just say when we got to the Q&A section of the presentation … it was pretty quiet.
I’m sharing these uncomfortable numbers with you because I don’t want you to be misled by the “popular tips” out there. Running a business means going much deeper.
You can build a profitable business — one that reaches 1,000s of people and makes tens of thousands of dollars a month. But only if you realize 3 important truths.
Here's how you do it …
3 truths of traffic
If I asked you the popular ways to grow your business, what would you say?
You already know. You hear them every day on social media and webinars and random people’s email lists.
They sound really good … but in the back of our heads, you and I know they’re not quite right. It’s the equivalent of “Keep a budget” and “Stop spending money on lattes.” It sounds logical, and everyone repeats it … but there’s something missing.
“Put up a Facebook ad! It’ll cost you $20 but you’ll make $2,000.” Intuitively, we know this is too good to be true. But the idea is popular because we wish it was true.
We don't have to hope or wish anymore. WE HAVE THE DATA!
We've run the tests. We have the numbers. Now I get to show you the 3 traffic truths we learned that will help you grow your business as fast as possible.
TRAFFIC TRUTH #1:
BEWARE OF GIMMICKS DISGUISED AS “THE NEW HOT THING”
THEY SAY: “You should use [contests / JVs / giveaways] to grow your list. It’s way faster than anything else you’re doing.”
THE TRUTH: When you find something that works, double down … but be wary when something new seems too good to be true.
There are a lot of new strategies that are extremely tempting. I get it. Hell, I’ve done all of these!
Social: You can post on social media and get instant likes. Plus things are easy to share. If you post enough and learn how to post the right things, people will subscribe to your feed, and eventually you can have a sizable social following.
Affiliates: If someone else promotes your product, you can grow your list — and customer base — fast. And since you only pay per customer, it’s basically a free growth lever.
Partnerships: Strike a partnership or joint venture and suddenly you could get 5,000 new subscribers to your list. Especially if the other person has a bigger list than yours!
These types of tactics seem almost irresistible because they’re so effortless. Just throw a little money or give away a computer and boom — your list explodes.
We tested all of these tactics. For example, in July 2015 we ran a huge contest.
A contest we ran in July 2015.
We pulled out all the stops to offer a prize people would love. Here’s what the winner received:
- A $2,500 flight voucher
- $1,000 to spend as you travel
- MacBook Pro ($2,500)
- iPhone 6 ($850)
- Bose QuietComfort 20i Noise Cancelling headphones ($300)
- Minaal carry-on bag ($300)
- Kindle ($100)
- Field Notes notebook ($50)
- TOTAL VALUE: $7,600
It was a hell of a haul for our winner. I wanted to show people what life could be like for someone with a successful business. And, of course, I wanted a LOT of new subscribers.
Well, I got thousands of new subscribers, but hardly any actual customers.
The money we made from the contest covered the cost of the contest prizes — and that's it. (Forget all the time we wasted on the promotion.)
By the way, the usual response is: “Well, at least you got the subscribers! You can sell them something later.” Don’t be so sure. We found that low-quality subscribers almost never turn into high-quality customers. Bad quality in, bad quality out.
The entire promotion totally flopped. It was embarrassing, like my nightmare of throwing a birthday party and nobody showing up. We’d actually custom-built contest software, we got excited seeing all these new subscribers, we were already planning to hire another person to manage the contest …
… until we found out this entire thing was a dud.
The idea that you can just run a contest, or throw a post up on Facebook and make a fortune, is super compelling. On the outside, it almost looks magical. We did get thousands of new subscribers.
But inside, if you analyze the numbers, it almost never works.
And this happens with almost all gimmicks.
Yesterday, it was giveaways.
Today, it’s Instagram contests.
Tomorrow, who knows. And when that ends, another shiny new tactic will take its place.
Be honest: Have you tried one of these tactics? Did it really work? Did it go beyond getting you vanity metrics (“likes” or even email subscribers) and actually generate real and repeatable profit for you?
This shouldn’t be depressing. It actually makes me feel GOOD because I can cross something off my list and focus on what works.
TRAFFIC TRUTH #2:
PAID ADVERTISING IS A LOT HARDER THAN YOU THINK
THEY SAY: "Just set up a funnel and run FB ads to it. It’s a no-brainer. If I spend $100 on FB and convert 1%, I’ll make $125. Plus, John is killing it on FB.”
THE TRUTH: 99% of people advertising on Facebook are not profitable. And 80% of those don't even know it.
We spent over $2 million on two years of paid advertising, including building a team of Facebook experts, analysts, designers, and copywriters. We got very good at it.
Here’s what we learned.
Yes, Facebook users WILL click your ads. And a decent percentage of them will join your list if your copy is good.
We took Facebook very seriously (remember, we weren’t simply interested in making a few bucks per day). We spent years testing and optimizing our Facebook ads. We followed all the best practices and even pioneered our own.
And we got very good. In fact, we added over 210,000 new subscribers to our email list from Facebook ads alone.
We dropped our cost per lead from $10 to $2.50.
We upped our clickthrough rates from 1% to 5%.
We increased our opt-in rates from 3% to 20%.
According to the experts, we were a success. We had great metrics and 210,000+ new subscribers.
There’s just one problem.
We hardly made any money!
At the end of the day, we spent just under $2,000,000 to make a total of $793,084.
That means we lost over one million dollars.
This can seem hard to believe. “Are you saying everyone doing FB ads is losing money?”
- There is a lot of hype around FB ads — primarily from people selling “Facebook ad” products.
- Yes, it’s possible to get a small number of buyers via FB ads.
- After that, “scaling” — or going from a few bucks to much more — becomes increasingly hard. Going to 2x isn’t just 2x as hard, it’s often 4x or 8x as hard.
So many people think, “We ran a contest and got 40,000 subscribers” — without ever tracking those subscribers to profit. The same is true in FB ads, but even more complex: You have to be able to track conversions all the way through your funnel, through webinars or VSLs, through payment plans, through the refund period … all the way to profit. This is a considerable marketing & technology challenge. When one of my students told me she was having great results, I asked her, “Are you tracking it through to profit?” She stared at me. “No,” she said. When I asked why not, she said, “It’s too hard.” In short, she was guessing she was making money. Two months later, she realized she was losing money on Facebook.
That’s not a great way to build a business.
The conclusion: Facebook ads can work in certain cases. But most of the promises are overblown and often misleading. Don’t count on Facebook ads as your 1st — or even 5th — most important growth strategy.
TRAFFIC TRUTH #3:
THE BIGGEST TRUTH OF ALL
THEY SAY: “You need a bigger list.”
THE TRUTH: You don’t just need traffic or subscribers …
YOU NEED MORE BUYERS
Let me tell you something surprising. I didn't believe it until I saw the numbers myself.
I used to assume that a bigger list = bigger business.
It seems pretty straightforward. The more people you get on your email list, the more sales. “The money is in the list,” right?
Until I saw this data, I accepted that as total truth — I never had a reason to question it. Then I saw this.
Below, I’m showing you two different lists we have. Which one would you rather have?
OF COURSE! You want the list that made more sales — $60,000 more sales.
But here’s the mind-blowing part:
High-quality students convert at over 17x what the average reader converts at.
List A was 17 times larger than List B.
But List B made more money.
The difference was that List B was made up of students — high-quality people proven not only to buy more the first time, but also to continue buying over and over again. List A was our general pool of subscribers.
The worldview of “bigger list = bigger business” was wrong. You don’t need more subscribers.
You need more buyers.
You could have the most traffic in the world, or a huge 250,000+ person list, but if you have low-quality readers, it doesn’t matter. You’re dead.
I spoke to a business owner who told me she had a list of 350,000, but they were less than a month away from running out of money. When I asked her why, she said:
“They just don’t buy anything.”
(She had acquired most of her list from contests.)
If you want to build a real business that will give you the kind of freedom you really want, you don’t just need a few subscribers. (You can get those anywhere.)
You don’t even need a lot of subscribers, because your average subscriber doesn't actually buy.
What happens if you spend all your time running marketing campaign after marketing campaign…
Making the technology all work together…
And you get a 0.04% conversion rate? (That's very likely if you're running campaigns that attract low-quality traffic instead of buyers.) How many sales would that be on your list?
But imagine you chose a couple careful strategies. You focused on buyers. Not vanity metrics, not likes, not comments. Real buyers who happily handed you their credit card.
Guys, there are a lot of powerful tactics you can do today to get more buyers:
Once you focus on more buyers, you can eliminate tactics that sound too good to be true, leaving you just one or two strategies — just one or two! — to focus on. This generates high-quality buyers who love your products, and buy over, and over, and over.
It sounds so simple. So why don’t more people do this?
This is where I want you to pay close attention. Notice that all the trendy tactics out there — JVs, paid ads, giveaways, and more — go like this:
1. Do the tactic
They never quite explain that middle step.
Do you know why?
Because they’ve never done it.
99% of the so-called experts screaming “Facebook! Pinterest! Contests!” might be able to get a few thousand subscribers … but they don’t track if those subscribers ever turn into sales.
Then they don’t factor in expenses, refunds, affiliate payouts, and more … which would give them a final number on profit.
(We did that too, and I want you to know how this works.)
In short, they might have 50,000 Facebook likes … but that’s not paying the bills.
If these "experts" did track their tactic all the way to profit — or lack thereof — they would faint when they realized how much money they had spent on unprofitable strategies.
(While creating courses about how great Facebook ads really are!)
So remember, you don’t just need more traffic or subscribers.
IWT is a multimillion-dollar empire driven by our 41,000+ satisfied customers. NOT our 1 million readers each month.
Our 41,000+ buyers pay for everything. This is a critical point.
This is really important. You could have 100 buyers who pay for your entire business. (Our top 1,000 buyers have spent millions of dollars with us!)
A small list of buyers can more than pay for everything else. When you focus on quality, you don't need tens of thousands of buyers. If you focus on quality readers, I’m talking about real buyers, you just need a small handful to make serious money.
Or look at Sarah Jones, another student of ours.
Her business Introverted Alpha generated $152,850 in her first year and a half in business — despite having only 3,826 readers on her email list.
Take our student Karan Bajaj.
He went from no email list — and not even a business idea — to $11,000 in sales in 12 weeks.
Or Larry Lee, yet another student of ours.
His niche website made him $86,000 in the first 10 months of 2016.
It’s tempting to believe that just doubling your subscriber count will double your revenue.
But it’s not true.
(Please read that again. If you just double the size of your list, that does not mean your revenue will double. We grew our list by tens of thousands of new subscribers and almost none of them bought!)
Until we figured out that…
Quality matters far more than quantity.
And BUYERS matter most of all.
What it means to have
an audience of buyers
This is a totally new way to look at growing your business. It explains why we’ve grown our business to multiple categories, with multiple products, at premium price points.
It also shows what’s possible if you follow this strategy!
To be able to hit record sales, over and over again, is not an accident. It’s the result of a few key decisions that you can make today.
One of the most important decisions is to pursue buyers — the people who take your material seriously, are looking for help, and are willing to spend time and money to get it.
That also lets you eliminate a bunch of fads and gimmicks. When we made this decision, it simplified our business so we could focus on getting really good at finding buyers.
That's our buyers, not list size.
You can do this, too. While others will be focusing on marketing minutiae, you can play an entirely different game. And the results will be amazing for your business.
What does it mean when you have an audience of buyers?
You can launch a best-selling book — instantly:
Your Move debuted at #1 on The Wall Street Journal Best Sellers List with just a few emails to our audience.
You can host events that people will travel around the world to attend:
Talking to some of my best students at Forefront — my high-end event just for Top Performers.
You can make more in a week than most businesses make in a year:
The numbers behind a promotion I ran that earned $5,524,714 — thanks to my list of buyers.
But best of all is that you can influence millions of people.
I never thought I’d be able to reach 100,000 people, much less millions. But with a few key decisions, I was able to sail past random tactics and reach an endless audience of people who are passionate about what I have to say.
These are people who want to hear from you. Who are eager for more. And who are always ready to support your next project.
Imagine being able to press send on an email and KNOWING that people will open and read your work.
Imagine KNOWING you can expect tons of shares, replies, and comments. (And not "that was good" pablum. I mean detailed, positive, high-quality comments.)
Imagine launching a product and KNOWING you'll hit 5 figures, 6 figures, even 7 figures because with a list of buyers, it's not magic. It's math.
Imagine KNOWING how to grow your business — and being able to hire people to help you and get you out of the weeds so you can focus on what you love doing the most.
Imagine new opportunities coming to you — partnerships, special offers, publicity — and KNOWING you can say "yes" or "no" because this isn't your only shot. Your traffic and growth is a system, not a stroke of luck you can't quite explain.
We've done all of this.
We've tested all of the strategies ourselves. We've separated the lies and daydreams from the hard truths about growing a business. And we've made all the painful mistakes so you don't have to.
We built a traffic engine that produces ongoing, sustainable traffic. No flavor-of-the-month gimmicks. No random tactics. No distractions.
Just pure, focused traffic — and most importantly, BUYERS.
And now I want to share that engine with you.
The only proven traffic system that goes beyond traffic, beyond subscribers, to focus on the single most important thing to explode your business — BUYERS
Over the next four weeks, you’ll discover everything I’ve learned over the last 15+ years of growing my business, my students' businesses, and the businesses of companies I’ve consulted for and invested in. Multiple industries, multiple formats, multiple price points.
You'll learn the exact systems, strategies, mindsets, and hands-on tactics that make up my traffic engine — a machine that brings an endless stream of BUYERS to my business day in and day out. Even when I'm sleeping.
This is a complete system:
Most importantly, your traffic and your list will be focused on high-quality BUYERS.
And in true IWT form, I've cut out all the BS and all the marginal wins that just give tiny or one-off blips but never truly move the needle.
You don't have to spend a decade figuring this out like I did.
You don't have to feel alone, like you're shouting into a void.
You don't have to build your business by trial-and-error, just hoping something will work.
We've distilled everything down and refined it into a carefully structured program. All it takes is a few hours a week to master one of the most powerful profit-generating tools on the market.
How Endless Audience works
Endless Audience is an online course that distills everything I’ve learned about building a growing, raving group of buyers for your business.
Each week we unlock another module that decodes a specific piece of our system. Everything from the psychology of buyers vs. tire-kickers to detailed breakdowns of exactly how to create an endless stream of traffic that actually converts.
Inside the Endless Audience system
To create our Endless Audience system, we scrutinized every traffic-building, list-growing, and audience-generating channel and project we've ever tested across all 15+ years, 1 million+ readers and 41,000+ students.
We tossed out every test and campaign that didn't result in real growth — not in traffic, but in buyers.
Then we broke down the proven strategies into repeatable step-by-step systems. The Endless Audience traffic engine is designed to run 24/7, and this course shows you how to set it up — and customize it — for your business, your personality, and the message you want to share with the world.
We also dug into the surprisingly emotional challenges that are part of growing any business — handling mistakes, hiring the right team, breaking through plateaus, and even how to handle your growing legion of fans.
And finally, we captured it all in beautiful video coursework, bonus videos, interviews, case studies, worksheets, and more. All of it recorded, fully transcribed, and downloadable in multiple formats so you can access it anywhere, any time.
The Real Game of Traffic — and
How to Win It
The 3 traffic mindsets that drive every successful business
The foundational channel strategy
The 6 top traffic channels — and what it takes to win in them
Finding your traffic personality
How to succeed where most people fail
The 5 levels of magnetic content
Maximizing email opt-ins: How to find your single best lead magnet
What you'll learn
- The three core channels that consistently deliver growth (and the others that don't)
- My #1 growth strategy — it allows you to streamline your marketing while amplifying your results
- How to build your traffic strategy to fit your interests, skills, and business
- The biggest mistake wantrepreneurs make (that keeps them stuck as wantrepreneurs)
- How to quickly and easily share original thought leadership in your niche
- Need to create a powerful lead magnet? Use our fast, fun, 5-step process
The Secret to Sustainable Traffic That Builds Over Time
How to stack traffic that grows while you sleep
The 8-Point IWT Traffic Playbook
How to increase your traffic by 20% in 60 days using the site purge
What should I write about? The art of picking the right keywords
How to write the perfect SEO post
Authentic Link Building: The advanced game of SEO
What you'll learn
- Our traffic dropped over 40% in Jan 2017. We'll show you, step-by-step, exactly how we responded and rebounded
- How often you should be updating your content — and publishing new content (detailed recommendations)
- Don't use Google Adwords Keyword Planner. It's been picked clean. We'll show you our new approach for finding valuable keywords
- The five locations in every post we add our keywords
How to Build a Profitable Presence
Deep dive: From 5K to 2MM subscribers on YouTube
The game of YouTube and how to win it
What should my videos be about?
How to sustainably create YouTube content
The anatomy of a perfect video
Video teardowns by YouTube expert & producer — Dom Cucinotta
What you'll learn
How Real Businesses Use Social Media
to Attract Buyers
Deep dive: How to build a 6-figure online business on Instagram
The game of social media — for business
Behind the scenes of our $500,000-a-year Instagram Playbook
Selling on social media
Deep dive: How to drive 6,000+ visitors to your site each month through Pinterest
Deep dive: How to create a 6-figure LinkedIn Profile
What you'll learn
and actionable advice...
This program gives you the high-level frameworks and case studies, then digs into the "tell me exactly what to do" details you can use to apply these lessons to your business:
- Which traffic channels most successful businesses use — and why
- When to use "copycat" content to promote your business … and when not to
- How to use social media channels to make profit, not just collect followers
- How many lead magnets you should have (and detailed recommendations on how to use them)
- Advanced strategies on how to make a video people actually WANT to watch
- When to deep clean your site — and how to do it
- What NOT to do — costly and time-wasting mistakes to avoid as you grow your business
- And much, much more…
We built Endless Audience around sharing specific, profitable, and actionable advice.
Endless Audience also includes…
Built-in accountability to keep you focused and successful:
We've built in accountability from the ground up. Every module includes specific, detailed action steps. We've created step-by-step worksheets to break down the Endless Audience system into bite-sized steps.
Trust the system, do the work, and you will have an online business.
Specific technology recommendations to save you time and hassle:
No need to search around through an overwhelming list of technology options. I recommend the exact software and tools you can use to streamline your growth efforts, save time, boost sales, automate your business and more … the very same ones we chose after exhaustively evaluating the entire market.
These recommendations could save you thousands of dollars and hundreds of hours of wasted effort.
Plus, you'll also get access to our private "toolbox" of growth strategies
When you join Endless Audience, you'll receive a wealth of insider tutorials and worksheets designed to make it fast, clear, and easy to apply everything you learn to your business. These are the behind-the-scenes operations that grew IWT from a tiny blog to a multimillion-dollar business with 41,000+ paying customers all over the world.
What's your traffic personality?
How to identify and optimize the right traffic strategy for you and your business, with examples. No one-size-fits-all solutions here.
SEO site audit checklist
Is your site SEO-friendly? You don't have to be a developer or growth hacker to use our step-by-step checklist. A few tiny, targeted tweaks can make a mountain of difference in your traffic and growth.
Your content buckets
Never wonder what to write or talk about next with your audience. Follow the exact steps our team uses to find the most compelling "content buckets" for any audience.
Lead magnet pitchfest tutorial
We use this fast, fun brainstorming strategy anytime we want to find powerful lead magnet ideas. You can use it for any type of content you need to create.
The strategies you'll master in Endless Audience work for businesses of every size and complexity, in multiple industries. We’ve used this material to grow from 0 subscribers to 775,000+ subscribers. From $0 to 7 figures in revenue. You get all those lessons for your business.
In Endless Audience, we’ve included examples, case studies, teardowns, copy critiques, and revenue analyses from countless different industries. Endless Audience works for any industry because it's built on fundamental truths of traffic.
No matter what field you’re in — whether it's just you or an entire team — you’ll see exactly what the best of the best are doing to grow their businesses.
Plus — you'll also learn how Endless Audience applies to info products, coaching, consulting, and more. Whatever you do, Endless Audience can help build YOUR business.
Special gift for you
Our "Paid Traffic Bonus Pack"
What about Facebook ads? What about paid traffic?
As I explained above, paid traffic is not the "easy money" shortcut that so many gurus claim it is. Most businesses who use paid traffic lose more than they gain — and they don't know it.
So, is there a smart way to explore this traffic channel?
Yes, there is. The first step is to deeply understand the truth about paid ads. And the second is to know how to safely and carefully start testing paid ads for your business.
I want to give you every advantage and opportunity I can. That's why I'm including a special gift for everyone who joins Endless Audience: Our "Paid Traffic Bonus Pack."
This advanced bonus module will show you how to intelligently jump-start a paid traffic program in your business.
Is Endless Audience right for you?
I'm extremely selective about who I allow into my programs.
As you can obviously see, I'd rather work with a small group of people who are committed to taking action, than a large group of wantrepreneurs looking for a magic bullet.
Please read this carefully, because these rules are ironclad.
Endless Audience is NOT for you if …
- You don’t have an online business yet. (Join Zero to Launch to start your business. Endless Audience will be here when you’re ready.)
- You're looking for a magic bullet (a program that spits out a million-dollar check) without putting in the work that goes into building a great business that offers genuine value.
- You're starting from scratch and want to make $250,000 by the time the course is over. Get-rich-quick schemers, please leave.
- You have credit card debt. Sorry, your first duty is to pay it off. You will not be allowed in until you do, and if I find out you joined with CC debt, I will ban you from ever purchasing any of my products again. This rule has cost me millions of dollars over the last couple of years, but it's the right thing to do. I'm not interested in opening this course to everyone — just the right people.
Endless Audience IS for you if …
- You already have a business and are ready to grow it.
You're patient, deliberate, and methodical. You're committed to spending the time to build a successful online business, and you know this will not happen overnight. You know that if you put in 5-10 hours a week and do the heavy lifting upfront, you can enjoy the rewards for years to come.
- You're looking for a SYSTEM, not random tactics.
- You're emotionally stable enough to weather the “ups and downs” of growing an online business.
And if you’re wondering about the difference between Zero to Launch and Endless Audience, I’ve broken it down for you below.
Take a second to read through. If you can’t find what you’re looking for, remember that you can talk to a member of my support team any time.
Frequently Asked Questions
"How is Endless Audience different from other courses on the market?"
This is the only traffic and growth course that focuses on BUYERS.
Look, there are dozens of gimmick-of-the-month products available. And dozens that will show you how to drive vanity metrics like social followers, cost per click, and list size. But none of which measure success by your bottom line. Endless Audience does. If you're ready to stop chasing "traffic" and start attracting buyers, you need the Endless Audience system.
"How is Endless Audience different than Zero to Launch? Which should I get?"
Zero to Launch is my premium course for people who want to go from “no idea” to creating an online business that pays. If you don’t have a business idea (or too many ideas) and you’re starting from scratch, don’t join Endless Audience. Join Zero to Launch instead.
If you do have a business — even if you're just starting — and you want to bring more buyers through the door, Endless Audience can help.
If you’ve wondered “what’s next?” after maxing out all your current ways to find traffic and subscribers, we’ve got the answers you’re looking for.
We’ve distilled every lesson from 15+ years of growth into one course that shows you how to flood your business with repeat buyers who tell their friends. This includes: test results from our vault, word-for-word scripts, field reports from students who built 6- and 7-figure businesses by finding more buyers, and much more.
"Will Endless Audience help me if I don't have an email list yet?"
Yes! In fact, I would have killed to have access to this course when I was starting my business. My biggest mistake was not building a list of buyers early on. You’ll skip the learning curve that so many other people force themselves through.
"What if I'm an author, coach, or speaker?"
Whether you need clients for your practice, paid speaking gigs, or buyers for your information products, Endless Audience shows you how to find them.
Plus, since most coaches, authors, and consultants are clueless about marketing, the strategies in Endless Audience will give you a massive advantage. While your competitors flail in the dark, you’ll be locking in the highest-paying clients and speaking gigs.
"But what if I'm special?"
I don't care if you live in Cambodia, work as a stunt double, or are allergic to peanuts. Endless Audience will give you everything you need to bring a flood of buyers into ANY business, coaching practice, or creative project you’re working on.
And if you think you’re a special snowflake and your situation is totally different from anyone we’ve seen in the last 15 years, ask yourself — are you just looking for an excuse not to join? The material in Endless Audience has been tested in 20+ industries, for physical and info products, for service businesses, by coaches and consultants, by men and women, by large companies and solopreneurs.
That thorough testing is why we can say Endless Audience works.
YES! You have other options
for growing your business
I've already told you that Endless Audience includes the exact systems and strategies I used to grow my multimillion-dollar business.
What would it cost for you to learn this yourself? I like to be candid with all your options, so you're fully informed.
I spent 15+ years of my own time — not to mention years of effort from dozens of people on my team — plus millions of dollars in testing every growth strategy I could — to discover, validate, and master the lessons baked into Endless Audience. (You could do the same, but I don't recommend it.)
You have other options, too. Maybe you've tried some of them already …
ATTEND MASTERMIND GROUPS: Anywhere from $20,000 - $100,000 per year for 2-3 annual meetups with sophisticated marketers. These can be excellent, but most of them are run by the same gurus peddling the lies we talked about above.
HIRE A MARKETING AGENCY: You could spend $4K/month for six months — $24,000. There are some superb marketing agencies out there, but even more quacks. How do you tell the difference? What if you don't get results? There’s no safety net. And you'll pay many times the cost of Endless Audience — and they might spend six months chasing vanity metrics.
TRY TO FIND BUYERS ALONE: You could certainly learn this on your own. I already told you about the millions I spent in testing, but that's just the tip of the iceberg. For example, if you look in my online bookmarks, you'll see 1,000+ bookmarks covering traffic, copywriting, optimization, testing, customer research, and marketing. And for every article I bookmarked, I read 50 other articles that didn't make the cut. That's over 4,250 hours invested, conservatively, over 15 years. Just in trying to find the "needle in a haystack" strategies that actually work (all of which I've included in Endless Audience).
You could do all this, too — plus years of trial and error and hundreds of dead ends, to eventually crack the code of finding buyers — if your business survives long enough to figure it out.
DO NOTHING: The most haunting choice of all. If you have an online business, how much longer will you wait to start making REAL money with it? How many excuses will we create? If not now, then when?
By the way, if you’re even remotely worried Endless Audience won't work for you, I want to make it clear that you’re covered by …
AN UNBEATABLE GUARANTEE:
TRY ENDLESS AUDIENCE FOR A FULL 60 DAYS, 100% RISK-FREE
Try the entire Endless Audience course. If you don't LOVE it, I insist that you get 100% of your money back.
I'll even eat the credit card processing fees.
Let me tell you exactly why I offer this unbeatable guarantee.
Before I built Endless Audience, I tried all of the popular courses in this area, only to find that they regurgitated more of the same old, rehashed, generic garbage that I had proven didn't work. Most of the “experts” were full of BS. And the best ones only knew how to get email subscribers, not rabid BUYERS.
That's not good enough for me, for IWT, or for my readers.
That's why I invested millions of dollars and years of my time cracking this code.
But once we cracked the code, we didn't slap together the course. We took another full year building the course:
All of this effort to make Endless Audience the best-in-class course of its kind.
I know this material works. I only care about developing super high-quality material full of proven strategies, systems, psychological tactics, scripts, and more that you can't find anywhere else.
That's why my blog has been around for 15+ years and hosts over 1 million readers per month.
That's why my book is a New York Times best-seller.
That's why I have 41,000+ students.
And that's why I guarantee Endless Audience.
It's simple: Take the course and see for yourself. If it doesn't work, I want you to email me, prove you did the work, and I'll refund you 100%.
This guarantee is extended for a full 60 days, which completely covers the duration of every module in the program.
Try the ENTIRE course.
If you don't love it, just email me at ANY TIME during the first 60 days and show me you're doing the exercises and not getting results. I'll refund 100% of your price. You can even keep the bonuses — at my expense.
By the way, I ask you to show me you've done the exercises because I know how powerful they can be when applied.
I have no intention of keeping your money if you're dissatisfied, but I insist that you commit to taking action if you want the results from this program. I've spent millions developing this material, and I'd like to share it with you if you're ready to use it to flood your business with paying fans.
If you’re ready to flood your business with BUYERS, now is the time.
Yes! I want lifetime access to
If you have any questions or concerns about the course, call or email us. We're happy to help: 1-888-933-2761 / firstname.lastname@example.org.
The hidden costs of
mistakes and dead ends
Buyers are the lifeblood of any business.
IWT is a multimillion-dollar empire driven by our 41,000+ satisfied customers. NOT our 1 million readers each month.
That means that less than 5% of your total audience can pay for your entire business, generating a sizeable profit.
And yet, when it comes to finding buyers, or even traffic, most business owners play it safe.
They say they want to make more money and grow their business, but they just keep doing the same thing day in and day out, attracting low-quality readers. That's insanity!
Or they read listicle after listicle of "37 FB marketing tips" and "Top 10 podcasting hacks" — all written by people who've never run million-dollar businesses and couldn't tell you the ROI of their efforts.
And a brave few business owners try a course ("How to advertise on Instagram!") and get frustrated when the material is nonsense.
I know how confusing building your audience can be. That's why I had to test each strategy for myself, one by one and at great expense, to find what really works to attract buyers to your business.
It may have taken me years and millions of dollars, but that's a bargain next to doing nothing at all. Or spending years spinning my wheels and getting nowhere.
Your time is the one thing you can't get back. That's why "figuring it out" on your own is such a terrible waste.
I would have fought tooth-and-nail to get a comprehensive system like Endless Audience. And I did! This system didn't exist so I fought to create it myself.
But you, you have a choice.
For a tiny fraction of what it cost me to master these strategies and tactics — and just a few hours a week — you can open a flood of buyers to your business. All of it protected with a money-back guarantee.
I'm telling you this because sometimes you need that little nudge from someone who's been there. Someone who believes you can do it.
And I consider it my personal mission to counter some of the misleading material out there so you can follow real strategies that work. The more high-quality businesses out there, the better it is for our customers, our peers, and our entire industry.
Years from now, I want you to look back at this moment — this moment, right now, where you made the decision to grow your business.
I know you have a lot of options. When I think about investing in something new, I have three principles to guide me. I think they might help you too:
DO WHAT OTHERS
Most people who start a business (which is rare) put in a rush of effort to get started and then peter out. They dabble but never really figure out how to bring in a steady stream of eager buyers to their business. It’s “episodic” — meaning launch after launch, post after post. You can only do that for so long before you run out of energy, money, or both. There’s no system, no plan for consistent, repeatable growth.
I say GOOD! The people who work hard and work smart — who focus on what's really important for their business — will reap the rewards. And nothing is more important than finding buyers.
When I decided to change from being a skinny Indian guy to gaining some muscle, my first step was to bet my friend that I could gain a few pounds. It was a fun way of dipping my toes in the water.
Even for things I wasn’t sure about — like stand-up paddleboarding — I signed up for a class. Hey, turns out I don’t really love it … but at least I learned from the best. Now I know.
Most importantly, once I got serious about something (like fitness), I invested in myself by hiring a personal trainer and starting to learn from the best. If I'm going to do something, I'm already spending time on it — why not give myself every advantage? Why not play to win?
LEARN FROM THE BEST
In virtually any market, the best players know 100x more than the second-best. They've been through more, trained harder, and simply encountered more novel situations.
If you're growing your business, you could learn from someone who's managed a lot of Facebook ads or gotten a lot of likes on Instagram. Or you could learn from someone who's built a multimillion-dollar business with 41,000+ buyers, tested dozens of different marketing strategies himself, and can speak firsthand about the tactics and value of writing a New York Times best-seller, being featured in national press like Fortune, Forbes, and NPR, and appearing several times on Tim Ferriss' massively popular podcast.
Who would you rather learn from?
Just sidestep the rat race.
There's an unspoken truth about business that nobody talks about — especially the "gurus" selling the latest, flashy tactics for Facebook, or Instagram or whatever the gimmick-of-the-month is next.
Most entrepreneurs start their businesses to get out of the rat race, the daily grind … only to find themselves stuck in a new one.
But instead of racing for their boss, they're racing for their own company. Desperately trying to find more followers, more likes, more traffic, more subscribers.
But the numbers never seem to make the impact you think they will, so you double down and work harder. You're getting record traffic but your income is just inching up.
The solution is to stop chasing followers and start attracting BUYERS.
I’d rather have 10 serious buyers than 10,000 lookie-loo subscribers.
I believe you could have an amazing business. In fact, I can show you how. But without a traffic machine that kicks out a steady flow of buyers, you've just got a grind.
Don't waste your ambition! Don't waste your time or your life.
If you really want an online business that can make an impact on the world, it's time to make a decision.
The decision is yours.
Endless Audience will close soon. When we close our courses, they often don’t re-open for months and months. So if you want to grow your business, it’s time to make a decision.
I've already done the hard work and tested all of the traffic-building strategies and tactics out there.
I combined and refined the best into a streamlined, ready-to-use system you can apply to your business today.
I protected you with a 60-day, money-back guarantee to make your decision completely risk-free.
All you have to do is believe you're worth it.
A year from now, you'll be a year older. What are you going to do?
Yes! I want lifetime access to
If you have any questions or concerns about the course, call or email us. We're happy to help: 1-888-933-2761 / email@example.com.