review,internet marketing,Affiliate marketing

1.
A CT
X TR PY
E CO
VIEW
PRE
Andy Fletcher
Neil Murton

2. Table
of
Contents
Introduction
........................................................................................................................
4
Reciprocity:
Today
a
Seat,
Tomorrow
a
Marriage
.................................................
6
.................................................................................................................................
7
How
to
use
it
Niche
bloggers:
.........................................................................................................................................
9
Product
owner:
......................................................................................................................................
10
Offline:
.......................................................................................................................................................
11
Affiliate:
.....................................................................................................................................................
12
Authority:
Trust
Me,
I’m
a
Dog
Whisperer
............................................................
13
..............................................................................................................................
14
How
to
use
it
Niche
bloggers:
......................................................................................................................................
14
Product
Owner:
.....................................................................................................................................
14
Offline
........................................................................................................................................................
15
Affiliate
......................................................................................................................................................
16
Social
Proof:
How
to
Outsource
Thinking
.............................................................
17
How
to
use
it:
............................................................................................................................
17
Niche
bloggers:
......................................................................................................................................
18
Product
owners:
....................................................................................................................................
18
Offline
........................................................................................................................................................
19
Affiliate
......................................................................................................................................................
19
Scarcity
and
Urgency:
It’s
MY
D*mn
Typewriter
.................................................
20
..............................................................................................................................
21
How
to
use
it
Niche
bloggers:
......................................................................................................................................
22
Product
owner:
......................................................................................................................................
22
Offline:
.......................................................................................................................................................
23
Affiliate:
.....................................................................................................................................................
23
Commitment
and
Consistency:
The
Al
Capone
Gambit
.....................................
24
How
to
Use
it:
............................................................................................................................
25
Niche
bloggers:
......................................................................................................................................
25
Product
owner:
......................................................................................................................................
26
Offline:
.......................................................................................................................................................
26
Affiliate:
.....................................................................................................................................................
27
Liking:
The
Cheerleader
Effect
..................................................................................
28
..............................................................................................................................
30
How
to
use
it
Niche
blogger:
........................................................................................................................................
30
Product
owner:
......................................................................................................................................
30
Offline:
.......................................................................................................................................................
31
Affiliate:
.....................................................................................................................................................
32
Perceived
Value:
The
Russian
Billionaire
Fallacy
..............................................
33
..............................................................................................................................
33
How
to
use
it
Niche
bloggers:
......................................................................................................................................
34
Product
owner:
......................................................................................................................................
34
Offline:
.......................................................................................................................................................
35
Affiliate:
.....................................................................................................................................................
36
Digi
Marketing
Jedi
2

3. Groups
and
Community:
I’m
an
Individual
Like
Everyone
Else
.....................
37
..............................................................................................................................
37
How
to
use
it
Niche
blogging:
......................................................................................................................................
38
Product
owner:
......................................................................................................................................
38
Offline:
.......................................................................................................................................................
38
Affiliate:
.....................................................................................................................................................
38
Risk
Reversal:
It’s
Not
the
Fall,
It’s
the
Landing
..................................................
40
..............................................................................................................................
40
How
to
use
it
The
Marketing
Jedi
Sales
Page
Checklist
................................................................
42
Example
e-­‐mail
................................................................................................................
43
Conclusion
.........................................................................................................................
46
Digi
Marketing
Jedi
3

4. Introduction
Welcome.
You’re
about
to
become
a
Marketing
Jedi.
You’re
going
to
learn
how
people
are
wired,
and
how
you
can
use
this
to
improve
your
marketing.
But
I
want
to
make
something
very
clear
right
from
the
start…
We
didn’t
invent
this
stuff.
The
‘buttons’
you’re
about
to
learn
how
to
push
have
been
known
to
high-­‐tier
marketers
and
compliance
professionals
for
some
time,
even
if
they
weren’t
quite
sure
why
they
worked.
People
are
affected
to
different
degrees,
but
they
do
affect
everyone,
and
it
doesn’t
help
much
to
know
they’re
being
used.
These
days,
I
can
pretty
often
spot
what
someone’s
doing
when
they’re
trying
to
sell
me
something…
but
they
still
manage
to
sell
it
to
me.
The
seminal
text
on
this
subject
–
and
one
to
which
we
owe
quite
a
debt
–
is
Robert
Cialdini’s
Influence.
You’ll
find
a
lot
more
information
on
the
theory
behind
most
of
these
buttons
(and
more
detail
on
a
lot
of
the
case
studies)
in
this
book.
It’s
freakin’
amazing,
and
as
soon
as
you’re
done
with
Digi
Marketing
Jedi
you
should
read
it.
So,
what
does
Digi
Marketing
Jedi
offer
you
that
nothing
else
does?
Really,
it’s
a
matter
of
approach.
What
we’ve
done
is
learned
how
to
apply
all
of
these
techniques
–
how
to
push
all
these
buttons
–
in
the
Internet
Marketing
arena.
So
Digi
Marketing
Jedi
doesn’t
just
explain
the
buttons
and
leave
you
to
it…
you’ve
got
pages
of
examples
about
how
to
use
them
as
a
niche
blogger,
a
product
owner,
an
offline
marketer
and
as
an
affiliate.
It’s
been
hugely
useful
to
us
in
growing
our
business
–
and
the
fact
that
we’ve
gone
from
0
to
$1,000,000
in
a
year
should
show
you
just
how
useful
it
can
be.
So,
what
are
you
going
to
get
here?
I’ve
written
one
section
for
each
button
that
explains
what
it
is
and
provides
a
case
study
from
real
life
that
illustrates
how
it
works.
Then,
I’ve
provided
examples
of
how
you
can
use
it
in
your
business.
Use
these
techniques
and
I’m
sure
you’ll
find
your
conversions
going
up.
This
isn’t
about
shoving
your
offer
down
your
prospect’s
throat…
this
is
about
all
the
subtle
tactics
you
can
use
that
make
your
prospects
think,
of
their
own
‘free
will’,
“Yes,
this
is
the
product/consultant/list
I
am
looking
for.”
(Hey,
you
didn’t
think
we
called
it
Jedi
Marketing
just
because
it
sounded
cool,
did
you?)
Digi
Marketing
Jedi
4

6.
(Though
we
do
think
it
sounds
cool.)
(Really
cool.)
There’s
one
other
thing
you
should
know.
These
buttons
have
been
used
by
con
artists
in
the
past,
some
extremely
successfully.
(Ever
heard
of
George
Parker?
He
used
one
of
these
buttons
to
make
a
very
good
–
and
very
illegal
–
living,
and
has
since
added
a
phrase
to
the
language
because
of
it.
More
about
him
later.)
But
that
doesn’t
mean
they’re
magic.
Use
them
well,
and
use
them
wisely
–
and
don’t
try
to
use
them
to
sell
crap,
because
it
doesn’t
work.
Even
Marketing
Jedi
tactics
can’t
completely
bypass
the
bulls*it
detectors
that
are
another
part
of
our
evolutionary
make
up.
So
read
on,
and
may
the
course
be
with
you.
Digi
Marketing
Jedi
5

7. Reciprocity:
Today
a
Seat,
Tomorrow
a
Marriage
A
friend
of
mine
met
his
future
wife
on
the
subway
train.
It
was
a
crowded
train
and,
chivalrous
guy
that
he
is,
he
offered
her
his
seat.
She
thanked
him
and,
when
she
sat
down,
he
chanced
his
luck
and
asked
her
if
she’d
like
to
go
for
a
drink.
She
told
me
later
that
she’s
never
been
sure
why
she
said
yes.
She
wasn’t
looking
for
a
relationship
and
my
friend,
James,
wasn’t
her
usual
type
at
all.
But
after
he’d
given
up
his
seat,
she
didn’t
feel
able
to
say
no.
This
is
reciprocation
in
action.
As
human
beings,
it’s
part
of
our
makeup
to
feel
bad
when
we
owe
people,
so
we
feel
the
need
to
reciprocate.
Even
down
to
the
simple
act
of
offering
someone
a
seat
on
the
train.
In
fact,
it
goes
to
even
smaller
favours.
The
Hare
Krishna
society
managed
to
vastly
increase
their
donations
just
by
pressing
a
tiny
gift
onto
their
targets
before
asking
for
money.
With
my
friend
and
his
wife
it
worked
out
pretty
well…
she
married
him
about
fifteen
months
later
and
she
says
she’s
never
regretted
saying
yes,
even
if
she
never
has
quite
worked
out
why
she
did.
Something
you
must
understand:
this
isn’t
a
case
of
people
being
‘broken’.
This
is
a
response
that
has
evolved
over
hundreds
of
thousands
of
years,
because
it
wasn’t
just
useful,
it
was
essential.
Imagine
this:
It’s
350,000
BC,
and
Fred
and
Barney
are
out
hunting.
Fred
is
lucky
enough
to
snare
a
woolly
mammoth.
But
even
after
Fred
has
fed
his
family,
there’s
a
lot
of
mammoth
left...
so
what’s
Fred
going
to
do
with
it?
Well,
not
much.
His
family
have
had
their
fill,
and
refrigeration
is
quite
a
while
away.
Later
the
same
day,
Fred
bumps
into
Barney
who
looks
tired
and
hungry.
He
didn’t
manage
to
catch
anything.
So
Fred
gives
Barney
some
of
his
mammoth,
and
doesn’t
ask
anything
in
return.
Next
week
when
Barney
catches
something
and
Fred
doesn’t,
you
can
be
sure
that
Fred’s
not
going
to
go
hungry.
Digi
Marketing
Jedi
6

8. Reciprocation
spreads
the
risk.
Both
Fred
and
Barney
need
to
come
home
empty
handed
before
they
go
hungry,
which
means
a
far
greater
chance
of
survival.
And
that’s
why
it’s
safe
to
assume
that
if
you
give
someone
something,
they
will
do
the
same
for
you
in
return.
In
fact,
they
won’t
just
do
the
same…
they’ll
do
more.
Remember
James
and
his
wife,
Emily?
James’
favour
was
the
work
of
a
second,
but
Emily
gave
up
her
whole
evening,
and
it
turned
into
a
rather
larger
commitment
than
that…
You
can
use
this
automatic
response
to
get
a
lot
more
out
of
your
prospects.
All
you
have
to
do
is
get
ahead
of
the
game.
Case
Study:
Christmas
Present
Conundrum
We’ve
all
been
there...when
a
present
arrives
that
we
weren’t
expecting,
and
we
haven’t
got
anything
for
the
person
who
gave
it
to
us…
How
did
it
make
you
feel?
Bad,
I
bet.
And
I’m
pretty
certain
you
made
sure
to
send
them
a
present
next
year,
if
you
didn’t
immediately
go
out
hunting
for
a
suitable
gift
to
send
in
return.
And
then
there
is
the
other
scenario....
The
situation
where
YOU
are
left
without
a
present
from
a
close
family
member
or
friend
after
you
bought
them
something
AMAZING.
Pretty
soon
after
Christmas
you
get
a
present
in
the
post
with
a
card
attached
mentioning
she
“forgot
to
post
it”.
You
never
know,
that
might
even
be
true.
How
to
use
it
There
are
3
key
ways
in
which
reciprocity
can
help
your
business:
1. RECIPROCAL
CONCESSIONS
This
is
used
a
LOT
by
telephone
or
face-­‐to-­‐face
sales
people…
in
fact,
I’m
willing
to
bet
it’s
been
used
on
you
in
the
past.
Cialdini
himself
gives
an
excellent
example
in
Influence,
when
he
was
approached
by
a
Boy
Scout
selling
tickets
for
an
event
for
$5
each.
Cialdini
refused.
The
Scout
then
suggested
that
instead,
Cialdini
could
buy
some
of
his
chocolate
bars
for
$1
each.
Despite
liking
dollars
far
more
than
chocolate,
Cialdini
bought
2.
Digi
Marketing
Jedi
7

9. This
technique
is
known
as
“rejection-­‐then-­‐retreat”
and
relies
on
the
human
trait
of
reciprocating
concessions.
By
starting
with
an
over-­‐the-­‐top-­‐request
that
is
sure
to
be
rejected,
the
requester
can
then
take
advantage
of
a
smaller
request
-­‐
the
one
that
they
wanted
all
along.
Or,
likewise,
if
you
make
some
concessions
in
your
sales
page,
giving
the
customer
a
good
deal,
either
through
discounts
or
even
admitting
some
minor
flaw
in
your
product,
they
are
more
likely
to
meet
you
in
the
middle
and
make
a
concession
themselves...
which
means
reducing
their
cynicism
and
making
a
purchase.
2. FORCE
PEOPLE
TO
TAKE
ACTION
You
can
also
use
the
rule
with
people
you
don’t
personally
know,
eliminating
their
choice
in
deciding
who
they
owe
and
who
they
don’t...
Remember
the
Hare
Krishna
Society?
Their
fundraising
success
shot
up
massively
when,
before
asking
for
anything,
they
gave
their
unwitting
prospects
a
flower.
Just
a
flower,
which
for
the
most
part
the
prospects
didn’t
want
in
the
first
place.
Of
course
flowers
littered
the
streets
but
people
still
gave
money
as
they
were
unable
to
accept
a
free
gift
without
giving
something
in
return.
Funny
though,
as
the
reality
of
it
is
that
the
money
they
were
giving
was
worth
far
more
than
a
little
flower.
So,
if
your
mailing
list
receive
a
deal
from
you
in
their
inbox
which
they
feel
they
don’t
deserve
or
haven’t
earned,
they’re
rather
more
likely
to
take
a
look
at
your
site
or
offer
out
of
their
sense
of
obligation…
and
once
they’re
there,
your
sales
page
can
work
its
magic.
3. UNEQUAL
EXCHANGES
Some
people
feel
the
need
to
rid
themselves
of
debt
by
agreeing
to
something
far
larger
than
what
they
originally
received
(just
like
Emily)...
Only
one
act
of
good
will
can
result
in
a
string
of
concessions
from
the
initial
receiver.
So,
if
you’re
blogging
and
trying
to
attract
links
from
other
niche
bloggers,
go
above
and
beyond
what
they’re
expecting
and
they
will
do
the
same
for
you...
reciprocity
will
reward
you
in
the
long
run.
But
remember,
you
need
to
give
people
something
worthwhile!
Digi
Marketing
Jedi
8

11. These
situations
occur
dozens
of
times
every
day.
How
often
have
you
heard
these:
• “Well,
let
me
see
what
I
can
do
to
shave
a
little
off
this
monthly
payment.”
• “Try
it
free
for
30
days!
If
you’re
not
satisfied,
you’re
under
no
obligation.”
• “I
usually
sell
this
spa
day
for
£60,
but
I’m
going
to
sell
it
to
you
for
the
trade
price
of
£40.”
(This
may
hypothetically
have
been
used
on
someone
in
the
DigiResults
offices
while
Digi
Marketing
Jedi
was
being
written…)
Here’s
how
you
can
use
the
power
of
reciprocity
to
boost
your
business:
Niche
bloggers:
Provide
exposure
to
other
people
in
your
niche
(and
be
nice
about
them
when
you
do!)
To
take
advantage
of
Reciprocity,
the
method
is
simple…
Make
the
first
move!
Offer
to
interview
other
people
in
your
niche.
This
will
give
you
good
and
different
content
and
will
provide
them
with
exposure.
Giving
other
people
in
your
niche
publicity
can
only
be
a
good
thing…
because
then
they’ll
do
the
same
for
you.
And
make
sure
you
refer
to
them
as
an
expert.
They
will
want
to
return
the
favour
and
you
will
gain
some
publicity
from
being
associated
with
them.
By
making
the
first
move,
you’ll
be
far
more
likely
to
get
a
similar
response
than
if
you
wait
for
them
to
have
the
idea.
Share
free
advice
Sharing
your
knowledge
is
the
best
thing
you
can
do
for
your
prospects.
If
you
provide
them
with
free,
high
quality
content,
it
won’t
take
long
for
a
feeling
of
obligation
to
kick
in…
and
that
means
they’ll
be
more
receptive
when
you
promote
either
a
product
of
your
own
or
an
affiliate
deal.
Link
to
another
blog
Not
only
will
the
other
blogger
be
happy,
but
their
sense
of
obligation
means
they’ll
most
likely
link
you
back!
All
the
SEO
hawks
out
there
are
probably
screaming
‘but
that’s
a
reciprocal
link!
They’re
worth
nothing!!’
Digi
Marketing
Jedi
9

12.
Well,
we
know
a
thing
or
two
about
SEO
here,
so
let’s
get
this
straight…
Reciprocal
links
are
not
worth
as
much
as
one-­‐way
links.
But
they
ARE
worth
something,
and
that
something
is
worth
having.
Not
only
that,
you’ll
also
get
a
direct
line
to
all
their
traffic
which
will
come
streaming
through
to
your
blog.
And
if
the
blogger
is
influential
in
your
niche,
the
link
on
his
blog
makes
YOU
an
authority.
Give
a
freebie
document
every
so
often
And
expect
nothing
in
return!
It
will
do
you
many
favours
in
the
long
run.
Not
only
will
it
generate
a
lot
of
good
will
amongst
your
traffic,
but
it’ll
keep
them
coming
back
for
more!
Product
owner:
Put
on
free,
informative
webinars
It’s
all
about
giving
advice
for
free.
By
creating
these
webinars,
you
create
some
obligation.
You’ll
have
far
more
success
than
just
asking
for
the
sale
right
away,
as
the
consumer
will
feel
like
they’ve
got
a
little
something
extra.
Be
active
on
forums
and
other
social
platforms
Contribute
actively
to
a
specific
area
of
interest
or
topic
through
answers
or
reasonable
questions.
Even
if
you’re
already
doing
this,
give
honest
and
unbiased
advice...
This
will
create
credibility
and
establish
you
in
the
community.
And
with
your
link
in
the
signature
resource
box,
people
will
click
to
your
site
increasing
your
ranking
and
online
presence.
Review
other
peoples’
products
–
and
recommend
a
competitor!
When
you
recommend
someone
else’s
product
it
forces
the
consumer
to
think
that
you
have
their
best
interests
at
heart,
rather
than
just
peddling
your
own
wares.
If
you’re
lucky
the
product
owner
may
even
write
you
a
recommendation!
You
can
also
offer
related
solutions
that
cater
to
different
ends
of
the
same
market.
You’re
not
going
to
find
many
marketing
books
that
recommend
you
promote
products
that
solve
the
same
problem
as
yours.
They’re
your
competition,
right?
Well,
yes…
but
framed
the
right
way,
you
can
get
all
the
goodwill
from
promoting
these
other
solutions
AND
make
more
sales
of
your
own
product.
Digi
Marketing
Jedi
10

13.
Let’s
say
you
have
a
very
high-­‐end,
expensive
product.
You’re
going
to
get
a
lot
of
people
who
don’t
want
to
invest
that
much.
So
find
another
product
that
does
a
similar
job
but
in
a
rather
more
cut-­‐down
fashion,
and
tell
your
prospect:
“My
product
is,
hands-­‐down,
the
best
on
the
market.
But
if
you’re
looking
for
something
a
bit
more
focused,
I
can
recommend
this
fantastic
little
tool…”
And
then
give
them
your
affiliate
link.
Not
only
will
you
make
a
lot
more
money
from
customers
you’d
otherwise
lose,
you’re
also
creating
an
obligation.
Let
the
other
product
owner
know
you’ve
done
it…
and
then
watch
them
do
the
same
for
you.
This
works
just
as
well
if
you’ve
got
a
highly
focused
product
and
provide
an
affiliate
link
to
something
expensive
with
more
bells
and
whistles.
Use
a
downsell
in
your
sales
funnel
This
is
the
rejection-­‐then-­‐retreat
system
again…
Your
prospect
has
looked
at
your
offer,
and
decided
they
don’t
want
it.
OK,
fair
enough.
But
how
about
this
cheaper
version
that
maybe
doesn’t
do
as
much,
but
requires
far
less
investment?
Just
like
everyone
who’s
ever
refused
to
give
a
charity
$50
only
to
find
themselves
handing
over
$10
a
few
minutes
later,
your
prospects
will
find
this
offer
hard
to
ignore.
IMPORTANT:
For
this
to
work
properly,
it
must
be
framed
as
if
you
are
making
a
concession.
Ideally
you’ll
be
offering
a
similar
product
(or
a
cut-­‐down
version
of
your
main
product)
rather
than
an
entirely
different
but
cheaper
offer.
Offline:
Reject
then
retreat
Any
good
offline
consultant
should
have
a
range
of
services,
from
the
really
high-­‐
end
package
to
the
smaller
jobs
you
can
do
in
an
hour
or
so.
When
making
your
pitch
to
a
client,
try
to
get
them
on
to
your
high-­‐end
package
–
this
should
always
be
your
main
focus.
But
if
they’re
just
not
biting,
then
admit
it.
Tell
them
that
you
understand
your
full
package
may
not
be
right
for
them,
but
how
about
this
smaller
option?
You’ll
close
deals
with
a
lot
more
clients
you
would
otherwise
have
lost…
because
they
won’t
be
able
to
resist
reciprocating
your
concession.
Digi
Marketing
Jedi
11

14.
Networking
-­‐
be
helpful
When
you
see
clients,
don’t
make
them
pay
for
every
little
tidbit.
If
they’ve
got
a
couple
of
small
problems
they
happen
to
bring
up
in
your
conversation,
don’t
say
‘I
can
sort
that
for
you’
–
just
tell
them
how
to
sort
it.
Providing
free
information
not
only
creates
some
obligation
on
their
part,
it’ll
also
help
them
like
you
(and
that’s
another
important
Marketing
Jedi
tool
–
more
on
that
later).
Affiliate:
Remember,
if
you
want
to
be
able
to
take
anything…
give
something
first.
This
can
be
information
–
sending
e-­‐mails
that
actually
provide
useful
content
rather
than
just
pointing
people
towards
a
promotion…
It
could
be
a
freebie
–
a
free
report
or
bit
of
software
that
your
subscribers
don’t
have
to
do
anything
for,
not
even
sign
up
to
a
new
list…
But
give
them
something,
and
the
sense
of
obligation
they’ll
feel
will
result
in
a
lot
more
clicks
for
you.
Digi
Marketing
Jedi
12