By Matt Bacak & Lee Collins

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Introduction

MATT BACAK: What we’re going to do tonight, we’re going to do something cool. We’re going to share

with you guys the 7 golden keys to building a multi-million dollar empire. I’ve got a good buddy of mine

on here. We’ve known each other for years and we’ve just really got back together and we’ve seen each

other at a couple of events lately and then, we stumbled across actually coming up and we’re going to

be doing a new product, coming out, which is really cool. So we’ve got a new product coming out and

this is going to be the bonus of that product. We want to share it with you guys because we thought it

would be something really cool for a lot of you guys to know and share and things like that because over

the years, we’ve built multimillion dollar companies. Not only that but we have experience inside, I

mean, it’s all over the place. All over the board of the things we’ve done. So I just want to share with

you guys a few things before we get going because what we, what this is, this is a bonus for the new

product we have coming out called The “Secret” Sauce.

MATT BACAK: The “Secret” Sauce is unlike anything anybody may have seen before. Just to share with

you, we’re really excited about it because we believe it’s a great opportunity for people to make a lot of

money. It’s really about outranking your competition with invisible marketing. The great thing is the

information we’re going to share on that is basically, I don’t know if you guys know Frank Kern but used

Lee’s method. We’ve got Lee Collins on here. His methods, he thought they were, he thought his

methods were so innovating and so leading-edge and important that he personally purchased 100s of

copies of Lee’s CDs and DVD training for his mastermind students. I just want to share with you guys,

many of you guys already know and stuff like this but one of my last products holds the all time Gravity

record on ClickBank. We had over 2086 Gravity and no one has even come close to beating it yet. Plus

I’ve been creating some of the best converting offers since 1999.

MATT BACAK: Now Lee, who I have on here today, which I’m really excited about, is Lee Collins is

always known as Mr. Repeat Profits. And the cool thing is he’s done a lot of amazing things and you

know, he’s Mr. Repeat Profits and just so you know, he started his first business at home in 1999, with

$500 and turned it into a six-figure per month success. He became one of the largest sellers of the

world famous mini-racers on the East Coast from his kitchen table in Richmond, Virginia. Basically,

commanding an entire factory product line in China and later, sold his business to one of his distributors,

which is pretty cool. Also, many of you guys might have heard of StomperNet. He’s the former

managing and director or StomperNet. So while handling all their operations and marketing for

StomperNet, at the time, was one of the world’s largest SEO and online marketing companies. Lee was

able to systematize all the processes to meet more you know, efficiently run the company. And a core

team of five instead of twenty people and created products and services and netted the company the

biggest two day payback loans in almost two years. Basically, also reduced the affiliates and reduced

their debt as well by over $750,000 in less than 18 months. He’s also created some amazing products

called Hybrid Marketing, One Page Money Makers, Ultimate Backend, 1 Step Profit System, Direct

Response Marketing 2.0 and there’s really too many more to even talk about but the cool thing is, we’ve

came together and put together some really cool information to help people to stop wasting their time

or basically falling for outdated information from guys out there in the market that have never been

around or done anything. And to learn from two guys who have been there since 1999 and have had

huge success.

MATT BACAK: What we want to do is share with you guys what we call, what we’re going to call the 7

Golden Keys. The cool thing about the 7 Golden Keys, let me give you a quick history lesson about it. I

am actually originally wrote the first 7 Golden Keys, the first time I took a business from a million dollars

to 3.2 million dollars. I came up with 7 Golden Keys to building a multimillion dollar empire. I’m going

to share that with you and give it a whole unique spin because I’ve got Lee in here actually sharing

things, too. Just to share with you guys, that’s where we’re going right now. We’re going to share with

you the 7 Golden Keys and a whole lot more. Lee, I just want to say hello and welcome to this.

LEE COLLINS: Hey, how’s it going Matt?

MATT BACAK: Good. So you ready to go and start sharing?

LEE COLLINS: Yeah man, let’s rock. And just to add to what you said, you know, one of the things we

want to help people do, too, we’ve been following the same processes and as we’ve talked to each

other a lot in the past week or so, we’ve learned that you know, we’ve been following the same

processes over the past since 1999. That’s one of the things, too, that we want to express. Don’t jump

from thing to thing to thing. We found all of our businesses in solid marketing principles. What that

means is we go through these 7 keys is the stuff that we do is going to work today. It’s going to work

tomorrow. It’s going to work five, ten years from now. We know that because it’s been working for us

for fifteen years. This stuff works. Yeah, you know, sometimes we get involved with some of the new

stuff, too. As you’ll see as well but you know, the solid marketing principles builds your foundation on

stone. Not on just shiny objects that come and go.

MATT BACAK: Yeah and that’s actually funny that he said that because I was talking about building it on

granite instead of quicksand. That’s one thing and another thing, just to kind of share with you, too, is

he mentioned it is the fact that when we say we’ve been building on the same principles, one of the

craziest thing, it took us fifteen years to come together and actually sit there and share all the things we

did. We’re like wait, I did that. we’re doing stuff at the same time not even knowing we were doing

stuff. It was kind of like, the shocking moments for both of us because we’re both like, we were like kind

of, we didn’t realize. We both were like I mean, talk about parallel. It was amazing. So it’s been

amazing journey so far and we’ve got a huge amazing journey together and the same thing with you

guys, too. I can’t wait to share these things with you.

MATT BACAK: We’re going to talk about the 7 Golden Keys to building a multimillion dollar empire. You

guys want to write this down. Grab a pen and some paper, whatever you’ve got and I’ll share with you

from there. When we share these with you, we’re also going to give you more information, not just

keys. So pay close attention and we’re going to go once I figure this out.

#1 It’s A Game (2nd Place is 1st Loser)

MATT BACAK: Number one and I think this one is really important. This one is really important to me.

Number one, it’s a game. To me, when I played games, I was an amateur boxer and many people know

that and many people don’t know that. I don’t look like it today. I’m just a fat slob. I’m kidding but I am

a little bigger than I was when I boxed. When I won Golden Gloves and I went off to become the

regional’s, I was ranked 33 in the nation. The one thing is when I was outside the ring, I was a different

person but when I stepped inside the ring, I was a totally different person. It was amazing to see people

like, even the guys I was fighting, they didn’t realize I was sitting next to them. Then I get in the ring and

they’re like what the hell happened?

MATT BACAK: The reason I say that is that’s how I look at business. The same exact thing. When you

step in the ring, step in the field, step in the game of business, when you step into your business, into

your office, your chair, wherever it is, you’ve got to look at it like I’m playing to win. I’m going to do

whatever it takes to win. To me, when it came to you know, it was interesting.

MATT BACAK: My son started wrestling. I’ll just share with you this. My son started wrestling a couple,

well, this year, last year really. He started wrestling. I remember the coach standing there and my son’s

what seven, just turned eight. Maybe just turned seven. He’s going to be mad at me for forgetting.

Actually, he just turned seven. He was six years old and the coach is up there and he’s like you want to

be up there on the wall like everybody else. I’m reading the wall and it’s all these people who placed 2nd

and state. I told my son you don’t want to be on that wall there. You want to be on the wall over there.

You want to be number one in the state, number one in the nation. You don’t want to be 2nd place

because 2nd place is the 1st loser. I know, like even, I remember the coach, I even mentioned that to the

coach and the coach just looked at me. He liked my attitude but I think the other parents were pissed

off at me. The fact is that’s the way you play, to me, that’s the way you play sports. That’s the way you

play the game of business, too. So that’s one way that I look at it. That’s why everybody wonders how

I’m so successful in the things that I do, whenever I grip on and I decide to play. I don’t half-ass

anything. I go 100%.

MATT BACAK: Now I might make mistakes and I’m always going to make mistakes but I’ll tell you what.

I’d rather make mistakes fast, fail fast, as fast as I possibly can so that I can learn and grow from there.

So that’s, to me, number one key in business is not putting up with 2nd place, not putting up with half-

assing anything. It’s you go and you go hard and you go as hard as you can. You keep on running, you

know, I tell my son all the time. Run over to the coach, don’t walk, don’t lollygag. Just run over to the

coach. You know, some of the parents get upset with me but I don’t care. I want to raise champions

and the same thing in business. I want to become, I want to be a champion in whatever market or

business I’m in. Lee, if you’ve got anything to add to that, I just wanted to kind of give people a

perspective on that one thing.

LEE COLLINS: Right and those are powerful stories and I believe 100% the same thing. Most people

know me as being a very laid-back guy. Matt, you know, when we’re just sitting around, hanging out,

you even said to me was it yesterday, you said you’re kind of quiet sometimes. You said something

about me being quiet. I am. I like to listen. I like to observe. I interject when it’s important for me to

interject or I have something to add or share but when you get me in business or get me in marketing, I

am totally different person. People have actually called me ruthless in marketing and that was one of

my friends. He had a book called Ruthless Marketing. I’m like that describes me to a T. That’s what

everybody tells me. That you’re all laid-back and everything but when you get into your marketing

mode, when you get into your mojo, there’s nobody who can stop you.

LEE COLLINS: I mean, like you said, I was working at StomperNet and you know, for folks on the call who

may or may not know, they had a tremendous debt. One of the goals I had was to eliminate as much

debt, if not all , if possible. Within 18 months, can you imagine building the company to profitability

again? Getting new members, new sales and then also, at the same time rebuilding relationships with

the affiliates and vendors and other people by eliminating debt. I eliminated debt by paying those

people off. There’s no way on this earth that I could have done that if I took a lackadaisical, relaxed

attitude about it. Paying off $750,000 of debt in 18 months is not an easy thing to do. But I was able to

do it and that’s because one, I zig when most people zag. I do what people say can’t be done. And you

know, if there’s a marketing for business challenge in front of me, I don’t look at it like it’s an obstacle,

not able to overcome. One of the things that people told me ever since, as long as I can remember, and

that’s a long time at this point come to think of it, it’s that Lee you just think differently about things.

Thinking differently about things and looking to win, those are two of the characters I think have

allowed me to achieve all the things I have. Like you said, I fail too but I’m not afraid to fail. I look of

failing as a learning experience of how not to do it. Then I just move on to something else.

MATT BACAK: Absolutely. I mean, that’s one thing my wife went to a conference with Google and

every, you know, Digg at the time and everybody was like the hottest, the movers and shakers and

disturbers, disrupters, this was years ago. My wife went there. Fortune magazine put it on. She said

one thing she took away from Google when I think it was the CEO or one of the founders went up there

and spoke. He said the first thing I teach everybody in my business to fail as fast as they can so they can

learn and move on and get better. I’m like taking that on. I knew that but it’s just, it was just a big

moment for me to listen to. So number one is it’s a game. There is no 2nd place. You know and

basically, to me, the 2nd place is the first loser.

MATT BACAK: Number two is having systems. You know, this is one thing actually, go ahead.

LEE COLLINS: Hey Matt, let me just add something to number one. You say it’s a game and it is. That

means have fun guys.

MATT BACAK: Yeah.

LEE COLLINS: Don’t take everything so darn seriously all the time. Have fun with it, too. That’s all I had

to add before you moved on to the number two.

#2 Having Systems

MATT BACAK: Actually it’s interesting because Lee was sitting there and Lee can attest to this. He

heard asking, hey what are the split test results on like the subject lines and whatever. He’s actually

been around me when I’m split testing pages, you know. To me, I turn even though some people like

oh, that’s kind of boring and stuff like that. I turn it into a game. The reason I want to know is because I

want to know if the one I thought would win would win. It’s kind of like I’m betting, I’m making my own

betting inside the office. I wonder if this one will win. Then I find out or whoever created the subject

line won or whoever created the sales letter won. It’s a fun game. It’s like did this sales letter beat this

sales letter? You know? It’s just like making it fun even though it’s some of those tasks from there.

MATT BACAK: Number two is having systems. When I say having systems, here is a very important

point that I want to make and I think this is, the reason I wrote this years ago is because this right here is

something that I learned the hard way. I want to share with you guys. If you are running, if you are

following a model, somebody’s model that is, they’re making $100,000 a year. That means you’re pretty

much running systems that are $100,000 a year system. If you try to take a business model or a model

or a strategy that’s a $100,000 strategy and you try to get to a million or get to two million or to three

million dollars or ten million dollars for that matter. Whatever that number is, you know, you’re getting

it, if your systems are not in place to be able to take on that thing, you’re going to kill yourself because

what’s going to happen is things are going to collapse underneath you.

MATT BACAK: I guarantee you the moment I made the move from one million to three million, we had

to go backwards. It was hell. We had to go all the way backwards and fix all the systems because you

know, yeah we got there but our systems crippled underneath us. We took a company from nothing to

well, I mean, over years, to you know, 20 million dollars, let me just share this. When we did that, I

remember, what we started off with and the good thing is that one grew from all the experience from

my other companies but when that thing grew, we moved in and out of systems that allowed us to get

to that business of that size.

MATT BACAK: The reason I’m saying that is because to give you an example, a lot of people are running

on shopping carts or whatever it is, they’re running their business on that might not be able to handle

the magnitude of what you’re looking to create. So that’s something to really think about, you know. I

remember when you moved from one shopping cart to InfusionSoft. And from InfusionSoft we moved

to you know, salesforce.com and there’s a reason we went through that transition. You know? When

we were one mom and pop show you know, one shopping cart was perfect for us. We moved to

Infusion and you know what? That small size business. When we moved to salesforce, guess what?

That’s what all big corporations use and that’s what the company we took to $20 million, that’s what we

were using. We were using the systems we built ourselves on and make that happen. If you try to make

a system that isn’t built for that and you want to look at the models and who you’re learning from and

everything else from there. They might not have the experience of thinking forward. Of what’s going to

happen if you know, once we get to the certain point. Because you know, depending on the

transactions, depending on the transaction sizes, depending on things like that, you know, having the

wrong systems in place, you could be you know, find out that when you’re there it’s going to be great

but it’s going to be hell trying to work backwards to fix it.

MATT BACAK: If anybody ever knows anything about me today because of my past experience, now

fifteen years of growing business to multimillion dollar levels, one thing you’ll know about me today, not

the kid I was when I started but today, I’m a lot more wiser about things. People are like, hey when are

you going to come out with this? I’m like hey, I’m not ready to launch this. I’m like I could go be the

young bull and go run out there and wreck everything. Or I could go be wise and smart about it and go

small with baited it out and then from there, then when I’m ready to go, we’re going to go hard because

everything’s in place, ready to go. Now there’s things you know you know. There are things you know

you don’t know but there’s also things you don’t know you don’t know. But I want to make sure that

the only things that hit me, you know, from my experience are the things I don’t know I don’t know. I

just can’t you know, see those. But if I know there’s things there that could come up and be problems

or points of failure or whatever in my business, I’ve got to look at things from that way. So systems,

building your business on systems can take you from it’s the difference between going from nothing to

100,000, like going from nothing or going from 100,000 to a million. From a million to 3 million, from 3

million to 10 million. That is the difference in it. It’s systems that people put in place. You’ll hear, Lee

was at my office, we just mentioned it. The one of the biggest things we’re doing now it implementing

systems because as soon as you have system, you have better leverage. The more leverage you have in

your business, the more money you can start making. That’s really important to get your systems down

pat and systematize everything.

LEE COLLINS: Yeah. The way I look at systems is an acronym. It’s something that saves you significant

time energy and money. We did the same thing. I grew from one shopping cart to Infusion. I actually

stopped at InfusionSoft. We were doing just over a million a year. Sometimes a little bit more. You

know but 100,000, 150, 300,000 a month and those were great months but it was all about the systems

because I actually did that from my basement, with just me and three other people. You know, four of

us were making 100 plus thousand a month, sometimes as much as 300 or 400 or whatever. But you

know, we could not have done that without having a system. I think all the way back to teenage hood

and Matt, I don’t know if you ever worked at McDonald’s.

MATT BACAK: I did actually. Employee of the month.

LEE COLLINS: Did you? I made it for about one month. That was it. The thing about working at

McDonald’s was I learned systems, you know. How can a teenager run a multimillion dollar business?

It’s because all the systems were in place. That really fascinated me. As I went into the air force, I went

into a specialty called systems control. There I was with systems again. I was building networks,

building infrastructures. Then as I went on to become an entrepreneur, I took those lessons with me

that I learned from way back in the day at McDonald’s, from the air force to corporate. It’s all about

systems and having that tracking and control because I mean there is no way on this, again to use this

phrase, there’s no way on this Earth I could have built a million plus dollar business per year with four

people if I didn’t have systems in place. You know, part of this we’re going to maybe show a video, show

some of the stuff later on, as you enjoy this bonus about you know, some of the things we were doing

but you know, everything was systemized from the first part of entry all the way through. So system

processes and that is what’s going to create your business. And you know, the beautiful thing about

these 7 keys here is you know, this is how people think who have created what you probably want to

create yourself, the listener of this program. These are you know, Matt, have you ever learned from

somebody that you don’t like?

MATT BACAK: Yes. Multiple times. I mean, I have.

LEE COLLINS: I was talking to someone the other day. I don’t know why this popped into my head right

now but if you have a $20 million business owner that you may not like but they have systems in place

that they would be able to teach you. It’s okay to learn from people you don’t like. It’s fine. Don’t shun

them and turn them away because you don’t like them.

MATT BACAK: Yeah. I think, well and that’s a good point, too, that you’re making here. The first thing

that popped up to me, I call them, I have, you know, there’s every person that I run into that I learn

from, there are always going to aspects of them I don’t like and aspects of them that I like. But I look to

them for the things that I want to get. You know? Like, you know, I don’t go, there’s some people I hate

their personal life. I’m more conservative in my personal life. I mean, you can ask my wife, you know, I

have a rule when I go to seminars. Nothing good happens past 12:00. I don’t, I’m not the guy, when I fly

around, I tell my wife, you know, look I mean, you can hit me up about 12:30 and I’m probably going to

be in my room chatting with you because I don’t do anything. I’m good. You know? I know if I’m going

to get into a situation and stuff like that but the reason I bring that up is because there are people who

have lifestyles that I kind of frown on but the fact is when I go to them, I don’t go to them for that kind

of advice. I go to them for the advice or the knowledge or the experience that they have in a certain

area I want to get, the system.

LEE COLLINS: They have a system that works in some way, shape or form. Even though their system for

their personal life may not work for you.

MATT BACAK: Yeah, that’s a great way to say. Because that is a system. So that’s number two. So now

we’re at number three. Number three is this. Lee and I had a long conversation about this before, too.

No numbers means no business. Now here’s the thing that I will tell you, there are so many people

running blind in this world, in the internet marketing space. And marketing space or whatever space

they’re in, even in their business. They just know every year they make x amount of money but they’re

not paying attention to their numbers. They’re not looking into, one thing that we do on a weekly basis

inside my office is we have numbers. Now I haven’t actually invited Lee back to one of my rooms. If he

walked into that room, he may have glanced in there for a second but you walk into that room, there’s

numbers everywhere. The reason is because I can a pulse of everything by the numbers. The numbers

you focus on always increase. It’s one thing to think about. So we look at it and I stare at numbers. I

get reports with numbers.

MATT BACAK: When I was running three multimillion companies every week, you send me reports. I

want to know what’s going on. When I communicate with you, I’m going to be asking questions because

the numbers don’t lie. The numbers tell stories, too. The stories can tell me, hey, was it the fact that it

could be a mirror representation of my managing partner? It could be a mirror representation of me.

Maybe something was going on in my personal life that screwed up the numbers for a certain period of

time but the numbers don’t lie. The numbers tell stories and you can find out so much by looking at the

numbers inside your business. Whether it’s looking at your open rates or your click throughs or your

conversion rates. All the numbers tell stories. One thing I will share with you guys that I do a lot is I look

at and I go in with the accounting, I go over and get all the information. I look at hey, what is the most

profitable that we’re doing at this moment? I want to figure it out because I want to focus more time

and energy on that. What is we’re selling a lot of? Sometimes there are things I don’t think we’re

selling more of but I can get reports and I’m like holy crap, this right here is one of our best products. I

didn’t even realize. There are things you’ll know and learn about it. Once I discover what those

numbers are, I dig deeper. What I mean by that is I might start exploiting it more. I might start focusing

on it more or you know, things like that. So it’s really important to know your numbers because no

numbers means you have no business, you’re just running a hobby. That’s the way I look at it. If you’re

not looking at numbers, you’re running a hobby. When you start looking at numbers, you’re running a

business.

MATT BACAK: The best numbers to pay attention to, quite honestly guys, in the end, the numbers that

matter are the ones that you’re putting in your bank account. This isn’t about revenue. I learned a long

time ago and Lee can attest to this actually, it sounds like he did it when he walked into StomperNet, a

lot of us in the internet marketing world that come from that world, a lot of people today, what I’m

starting to see it happen again, it’s kind of like ebb and flows. People are measuring the size of kajones

by the amount of employees you have. They don’t realize that employees do not equal profits. The

numbers you focus on are always going to increase. If you look at the size of the organization and think

oh my God, they’re amazing. I guarantee you haven’t had their payroll. I’ve had quarter of a million

dollar payrolls and realized, what the hell am I doing? We weren’t as profitable. We’re lean and mean.

Actually, he’s been in the office. We’ve got two or three that work in the office and a couple people

outside of it. We’re not as big as when I had 46 people in my office. We’re even more profitable and

making even more money than we used to. Focus on the numbers that matter and matter the most.

It’s about profit, not about revenue.

LEE COLLINS: Right. I love what you said about employees. Because you know, there’s ways to track

your numbers to see do I need to hire more people? Legitimately, do I need to hire more people? Not

would it make it easier to hire more people? How do I track the numbers, how do I check the efficiency

of what we’re doing? You know, you’ve had employees, I’ve had employees. Just because they’re busy

doesn’t mean they’re being productive. They need to be adding to those numbers every single day.

MATT BACAK: Yeah, you were there when I was going over some of the people in my business. One of

the guys I mentioned, I said, oh this guy handles systems, I mean, systems and development and

software development? The reason is because what we do in our office, this is really important. This is

what allows us to be able to scale even more with less employees is the fact that what we do is I look,

you know, I ask my development guy, I said hey look here’s a task we’re continuously doing that I’m

going to have throw an employee at or can you develop a system so that we can throw a system at it? A

lot of times I look to run to a system faster than I like to run to an employee. Sometimes they can’t.

there are some things that can’t be, I don’t think that can be systematized like your customer support.

It’s a one on one person touch. It’s a mirror representation. If they’re communicating with some

software, they’re not going to be excited. They’re talking to real people. They need that personal

touch. There are certain things you can’t throw a system at. Well, you have systems inside there but

I’m talking about automation. That’s something to really think about and looking at that because it’s

really important. That’s something that’s really important and certain numbers you stare at. I get

certain reports from everywhere and then people know here’s the numbers from that week. You can

look at the numbers and figure out the ups and downs. You can look at all these different things but you

want to make sure that the numbers you are looking at have meaning. Meaning to profits, not meaning

to hobby.

LEE COLLINS: And you can’t guess. We were talking about this last week, too, that usually the sales

page you think is going to win is going to be the one that loses. If all you’re doing is running your

business by guessing and speculation, then you have no idea what’s going on. That’s why I use tools like

Crazy Egg to see where people are clicking on the web page. Where are they actually clicking? What’s

going on? How far do they scroll down the page? Are they even seeing the stuff on the bottom of the

page? One of my analytics was my tracking. How are people coming to the page? What’s my biggest

segment of visitors? You and I talked a lot about finding points of failure. Because like with an email,

you’re sending the email, the first point of failure is you know, did it get delivered? If it got delivered,

did it go to the inbox or the spam box? Where did it get delivered to? Then did it get opened? Then did

it get clicked? Each one of those is a point of a failure and if you don’t know your numbers, man, like

you said, it’s just a hobby because you’re just guessing.

LEE COLLINS: You know, again, you know going back to the lackadaisical attitude, people think because

I’m laidback that I’m lackadaisical, that’s not the case at all. I’m very intent and purposeful in everything

I do but some people are just lackadaisical in their business that you just know, for example, I had this

one coaching client. I’ll tell you this funny little story. I was coaching him and he wasn’t able to break

through that little glass ceiling he set for himself. I started drilling down. There’s something else going

on in this guy’s life. I said let me ask you this question. You’re married, right? He said yes. Let me ask

you, what’s the biggest thing that frustrates you in your house, in your household? He said, Lee, and

you could tell the tone of voice because you can tell when someone gets passionate about something

and you can tell when someone gets angry and just heated about something. So this guy, his biggest

frustration in the world, was the fact that his wife put the toilet paper on facing underneath instead of

on top. And man, he got hot about that. You know, that was a trigger for me. That was you know,

okay, I know this is not about numbers necessarily but it does come back to paying attention to what

really matters, which is really the gist of the numbers. I said, you know, I’ll call him, let’s call him Chuck.

Chuck, you know, as long as you have that toilet paper problem, then you’re never going to be able to

build your business where you want because you’re focused on the wrong things. That’s what focused

on the numbers mean, it means focused on the right things.

LEE COLLINS: When I did postcard mailings, we talked a little bit about this. A lot of people ask me,

what’s your conversion percentage? I don’t care. Am I putting more in the bank than I’m spending on

the mailings? That’s all I care about. If the answer is yes, and it often was two, three, five times as much

depending on the mailing, that’s all I care about. You know, here’s a funny statistic that I never really

shared yet. I don’t even think I told you. But my conversion ration that I want for my postcards is .1%.

That’s it. AS long as I’m getting .1%, I’m good. People frown at that. They say you should work on

getting that up. I actually had a guy come to my office and say, Lee, I know that you’re conversion is

.1%, I can work to get that to 1%. Then I showed him I’m making 100K a month doing these postcard

mailings, spending about 12k. He said, oh okay, I don’t think we need to fix it. So it’s all about the right

numbers. I said, look, I don’t have a problem here. You think I do because of your perception but I have

no issues, you know? I’m pulling in ten times the money I’m spending.

MATT BACAK: Yeah and that’s what matters. I was just talking about that with Facebook ads the other

day.

#4 Become An Aggressive Marketer

MATT BACAK: So that’s number three, no numbers means no business. Number four is this. Once I

find my mouse. You’ve got to become an aggressive marketer. It’s interesting because I’ll just say I like

his term, ruthless marketer. That’s what I’m talking about. here’s one thing I want to state and I want

to say this very clearly because actually, Lee, you’ve probably seen this and you might know who I’m

alluding to and I don’t want to things but a lot of people, it’s funny, the people and pardon my language,

the people who bitch more about marketing are sometimes the marketers, alright? So there was

somebody the other day that was like please take me off your mailing address thing. I’m like you know

what? You freaking idiot. You should be paying attention to what I’m doing because you can add more

money to your bottom line. Hey, you’re targeting me. Like no shit, I’m targeting you because you are

my target market. You know? You’ve got to be an aggressive marketer and that’s one thing. I created

this thing called the Pansy Report and I was calling out people, calling them pansies because the market,

you can go and do certain things to and in other marketers outside of internet marketing and marketing

and no one is going to say anything. But when marketers think they’re smart and usually, it’s and here’s

the other thing, I was thinking about this last night, Lee. It’s funny. It’s usually the guys who don’t pay

attention to numbers. It’s usually the guys who care about branding more than they care about

marketing. Branders, they’re not, and the thing is, here’s the other thing I thought about it, too. I

thought about it and I was really thinking hard about this last night and I didn’t realize we were going to

bring this up today. I was thinking and I’m like you know, these guys that are saying that are all about

branding and I guarantee you, underneath they’re broke as shit. They’re hurting and that’s why they

hate when other people are doing stuff they don’t like.

MATT BACAK: But you’ve got to be an aggressive marketer. I’m not talking about doing things wrong.

I’m talking about actually using marketing techniques. Urgency and scarcity works really well. Lee and I

were talking about for ours. We use, I like dime sales. Why? Because that’s real urgency and scarcity.

We like and time sales. With time sensitive things. Especially when you have a legitimate reason. You

know? It’s very, very powerful so use those things. Be more aggressive because if you’re not aggressive

and here’s the thing I believe, if you’re not aggressive then you’re going to let your customers go off to

your competition. You know? They’re going to go off to your competition and who can serve them

better? You or them? And the big thing, too, and one thing, the reason I even got into teaching, you

know, because I didn’t, for the first three or four years I was doing stuff, I wasn’t in teaching internet

marketers. I wasn’t even teaching. But the reason I got in because I was watching somebody on stage

when I went to an internet marketing conference years ago. It was 2001 in Atlanta and I remember

sitting there. There was a guy on stage. I just looked at him and I thought that guy’s a freaking idiot. I

was gritting my teeth. I said one day I’m going to come out and start teaching what I’m doing. That guy

doesn’t know what the hell he’s talking about. I was so upset. You know? It was just like man, I felt like

the guy was a fraud. I figured you know what? People are eating up his crap, you know? It was like, it

was just a bunch of golden turds. If you’ve got gold and you know other people out there handing out

golden turds, then make sure it’s your job, it’s your right and your duty and your responsibility to go out

there and to market people. And you know, that’s what you should use as your motivator to become

more aggressive in your marketing. I’m not really just being aggressive. I’m talking about actually doing

marketing really. We did some postcard mailings. We do 4,000 stamps and, you know, but we put on

4,000 stamps on something the other day, yesterday. You know, I mean, but most people you know,

they wouldn’t even get around to do that. it’s not like we were being aggressive, real true aggressive,

we were just marketing. Some people see that as aggressive. I’m talking about going out there and

doing more, adding more to your marketing to make things happen, make things better for you.

LEE COLLINS: Exactly. You know, there was a saying I came across and I don’t know who said it or if I

made it up. Over time, some of the sayings just kind of get fuzzy. But to me, there’s a lot of marketers

on my list. There are a ton of marketers on my list but they always say what you said, take me off your

list. I don’t want to be marketed to. Well a marketer that doesn’t want to be marketed to is like a

baseball player that doesn’t like to be pitched to. You know? If you don’t want to swing at the ball,

you’re not going to get any better. You’re going to be stuck right where you are. So the way I always

approach it and let me just clarify something because people get really confused about the word

ruthless. They think it’s cutthroat. They think it’s whatever. You can have your perspective of the word

but the way I look at being ruthless is that you’re still going to be legal, ethical and moral. You’re still

going to be moral but it’s an all-out effort to convert others to your product or service. It’s a way of

thinking. 99% of the success of your business is going to come from your marketing efforts. A timid

marketer never makes any money. it just doesn’t happen. You’re afraid to market your products or

services, it’s either because they’re not as good as they should be. There’s a lot of background

psychology stuff going on there but a timid marketer is not going to be rich. You can have a great

product or service but if you don’t know how to get into the hands of people, you’re going to go out of

business before you even start. That’s why I compare my business and my marketing approach, I

compare it to like a missionary’s work or launching up a crusade. I actually had this product that I

created that nobody got so it didn’t sell very well but I still look at my marketing, I’m a marketing

crusader. I’m passionately pushing my marketing, my products, my services, to the people who want

those things. They have told me they want those things by opting in to my list. They’ve told those

things, you know, by contacting me or however they got in touch with me. So I’m going to ruthlessly

and aggressively market to those people because that’s what they’ve asked me to do, period.

#5 Focus On Leads, Lead Generation And Profit Generation

MATT BACAK: Absolutely. Yeah, I think that’s really good. So you know, so that’s number four. Now

let’s look at number five. Number five is this. Focus on leads, lead generation and profit generation.

Now to me, you’ve got to understand. I look at lead generation just like my next door neighbor, Shawn

Casey, looks at lead generation. I only bring up his name because years ago, I went to him. When I

remember, I was running, my company was doing about $3.2 million a year. We sat down and did an

event together. This was 2006. I think it was December 2006. I think it was December. It was probably

the first or second week in December. I’m sitting there at event that he and I put on together. I was

sitting there at the table and we were going over end of the year payroll. Actually, I got all the numbers

for the end of the year, what we were doing, they handed it to me at the event. I was kind of hiding it

because I didn’t want anyone to see it but Shawn was doing $14 million a year with three employees. I

had 46 employees. I did $3.2 million that year. And I remember him looking at me and he goes, oh

yeah, I just got my year and I did this. I said you have 3 employees, how the heck did you do that? I

remember having this conversation with him. I opened up and there’s a rule I’ll talk about later and I

said this guy makes a lot more than me and he said, you could do this and you could do this. I’m like oh

my God, you know, like he saw things I couldn’t see. You know but the reason that I bring that up is

because and getting back to this conversation, because he said to me, I said how the heck do you do this

thing? He said well, I just send traffic to a website and it spits out cash. I’m like what the hell? What do

you mean? It’s not that easy man. But you know, but so he and I always focus on lead generation and

profit generation.

MATT BACAK: Now lead generation to me, has changed over the years and I want to be clear on that.

Lead generation when it first started was really years ago, when we could do this before the Can Spam

act, it was about harvesting emails. Then when the Can Spam act came out, it was to get people to opt

in. Today, I’m getting to the point where I look at, I don’t even really focus on that anymore. I’m

focusing on getting my lead generation is buyer leads. I want to be clear when I say that just so people

know but I’m always generating. I’m putting the leads in the business are the oxygen to your business.

So I’m always focusing on that. I’m always focusing on profit generation. Notice I didn’t say revenue

generation. I would much rather run a company with less employees making a million dollars a year

that’s a lot more profitable than what I was doing with $3.2. I mean, it’s, and having huge payrolls like I

was doing. You know? You know, when in the end, when you’re bringing home more and working less,

however you look at it but the fact is focusing on profit generation because that’s going to be the key.

Focus on lead generation because that’s going to be the front end, getting that oxygen into your

business and having it spit out profits. Those, I think are some of the big keys that people need to focus

on and not enough people focus on that.

LEE COLLINS: Yeah, I agree with that completely. You know, I had this process I did, where it’s a little bit

different where organic lead generation, I had sites set up. They generated leads 24/7 but I had this, it

was a four step process basically. I turned it into 3 steps. It was based on four month cycles. Every year

has twelve months. So there’s month one, which was an aggressive lead generation, lead getting effort.

Then for the other three months, I would just nurture those leads. Be sure everything was working the

way it was supposed to for those guys. Then on month five, so month one was get, two three and four

were nurture. Five was get, six seven and eight was nurture and nine was get. I had organic lead

generation going on all the time, which was cool but we were easily pulling in 1500-2000 fresh buyers,

not just leads. Not people we had to go through a process and turn them into buyers but we had 1500-

2000 buyers a week coming in, which was fantastic. At a $2000 price point so I mean, it’s always about

lead generation.

LEE COLLINS: It’s always about getting, you know, the people in the door and the right people. I think a

lot of people don’t even talk about this much anymore Matt but you know, how do you get a quality

lead? Who is your targeted audience? You know, the way that the old school guys, the crusty old direct

marketers that I learned most of my stuff from and you probably did, too. You need to think about your

target prospect, it’s called an avatar now, as someone you’d be having dinner with. You know

everything about them, every detail of how they act, what they do, where they spend their time, how

they spend their money, how many kids they have, you know. It’s not just basic demographics like

people say. I want to you know, I ask a lot of people when I’m going in to consult businesses, who is

your target lead? Who is your ideal audience? They’ll tell me well, it’s a man, 35-55 making this amount

per month or per year. I don’t care. Those are numbers that I don’t even care about. I want to know,

you know, what are they thinking about? What’s the psychology of how they spend their day? Are they

making what they want to make? Do they feel like their life is fulfilled? When you know those things,

you’ll really bring in the right leads. Those are the ones you can really work to help, which is what this is

all about, you know.

LEE COLLINS: I speak in front of audiences, the same as you do, Matt, and one of the first questions I

usually ask in my presentation is you know, what are you here for? I open it up and 9 times out of 10,

people say I’m here to help. 1 times out of 10 someone is honest and says I want to make more money.

When it comes down to it, we all truly want to help other people. I truly firmly believe that. When you

focus on leads and profit generation and getting your message to market, to the right people, you can

help the most people possible, which means you get rewarded in the best way possible.

MATT BACAK: Yeah. Absolutely. I mean, one thing I’ll share with you from a direct role thing and Lee,

this will probably bring up some memories but one thing we do is we’ll take our buyer database. You

were talking about understanding your customer, I would take my buyer database. Not my low end. I

would take my high end. Because I always have systems where people lead to something at the end. So

what I would do is I would take those and most people go and they actually, you can send these off to

places like melissadata.com and there’s USA, what is that USA one? There are lead places you can go to

and but basically, what you can do is give them your data and a lot of times you can get the

demographics back. That’s okay. That’s what he was talking about, people were mentioning the

demographics. What I do, I don’t just get the demographics, I want to the psycho graphics. I want to

understand, what kind of magazines are they reading? How many houses they have? Are they married?

Did they go to college? Where did most of them go to college? What certain kind of credit card? I want

to know everything about them. The average person is reading Life magazine or reading Forbes.

Whatever it is, I want to know those things because then I can adapt that to my copy and to my

conversation or maybe even get it so I can understand them better. If I read what they’re reading, I’ll

know them even better. So something to take into consideration.

LEE COLLINS: Something else to consider too, Matt, and I don’t know if you’ve ever heard this before

but there’s demographics, there’s psychographics and the one I like to focus on is spend graphics. How

much money have they spent on products and what kind of products are they so I can model my

offering around what they already bought.

#6 Obtain Your Customers Online & Take Them Offline ASAP

MATT BACAK: Interesting. We actually look at that in our internal data. I’ve never thought about

looking outside of that. You’re going to have my head spinning tonight. Interesting. Alright so that’s

number five. Number six is and this is where Lee and I actually been doing and actually, it’s cool things

that’s why it’s kind of the invisible. Nobody realizes this, we, I mean I, number six is obtain your

customers online and take them offline as quickly as possible. That’s one of the big keys that I find is

that you know, selling online, online typically you can sell lower ticket products but a lot of the big ticket

products you can sell is by taking them offline. The quicker you take people offline, the more money

you can make. You know, a lot of people don’t realize that. Now let me just tell you and this where

internet marketers, especially internet marketers, you know, in the end, I’m a marketer. I kind of tag

myself as an internet marketer but in the end, I’m a marketer. I do mine a little different than Lee does,

you know, because I actually, mine’s more reactive and his is more proactive, which is really cool but

that’s why we match really together, good together. But the reason I bring that up is because there’s so

much power, it’s the invisible that most people don’t see where you can make a lot of money if you can

obtain your customers online and then take them offline as quickly as possible. That’s where a lot of

money is made. You know, to make things happen from there. so you have, I know you probably have

got a lot of stuff to talk about this.

Yeah. You know, we don’t hold me to these numbers because of course, we can’t make any kind of

income claims but in every case that I’ve had of an online offer that works the way I wanted it to, I’m

able to take that same online offer offline and make three to five times as much, easily. I know from

speaking with you, you’ve had very similar experiences as well. You know, there’s a lot more money,

believe it or not, still in today’s quote unquote internet world, there’s a lot more money to made offline

than there is online. Plenty in both places. So you can pick and choose if you wanted the other but one

of my things I like to say is I encourage people to be more than just an internet marketer because there

is so much more out there. There are people who seamlessly move between online and offline every

single day. You know, why not play in both fields? Just like you, Matt, people know me as an internet

marketer but I never looked at myself as an internet marketer. I’m a marketer who uses the internet to

sell things. That’s just the way it is. I use other methods offline as well. Postcards, direct mail, billboard

advertising even, it goes back to that. It’s everything. Any medium I can use to get the message in front

of the right people, I will use that medium to make that happen. I am not just an internet marketer.

MATT BACAK: That is so much more powerful when you are doing stuff like that and it’s something to

think about, you know. Here’s a history lesson for many people because I mean, you know, Lee and I

have been around since 1999. There are some other guys in the internet that are teaching stuff that has

been around as long or longer. There’s not many of us left but there’s a few still out there. But most

people, like today’s world, can’t really remember a couple years ago because they weren’t around but

let’s go all the way back to 1999. In 1999, it was when the direct mail guys started this. I remember but

old internet marketing information business came out of a Dan Kennedy group, private group and

actually was the late Corey Ruddle that was one of the first people that came out with internet

marketing. I think it was Center and then he really started promoting this big thing. But I mean, that

came out of Dan Kennedy’s group. It was like hey, people are using the internet. Let me be the one

who owns this world. He was one of the first creators of the information business of internet marketing.

And but the reason I bring that up is because it really started with direct mail guys saying, oh, instead of

sending it to people, you know, sending stuff out to people’s mailboxes, we can cut down our costs and

we can actually add to what we’re doing to increase our profits by going to you know, taking this same

mail we’re sending in the mail, let’s send it in email.

MATT BACAK: I remember my first and nobody knows, not that many people will remember these

because you don’t see these anymore. I remember, I use to take long sales letters that we put on pages

today and I would email that out to people. They would click on links and go to my order forms. There

was not, that was how it started. Then what happened, the reason we changed is because what ended

up happening was those were getting picked up by the spam filters. So we had to shorten our message

and that’s when we came to the point where we were like okay. This was a group of people, we were all

talking in different places and everyone was communicating. It was like okay, if we can’t get through,

let’s put it online. Take that sales letter and instead of emailing it to them, let’s put it on a page and let’s

send a short little email. Have them click on it and go to the page. That’s where it all came from. So

you know, if you think about it, now we’re just talking about using both. Reverse sides of it because

there is so much more money to make on that.

LEE COLLINS: And you know, we were talking about this the other day, too. The most money I’ve ever

made offline by sending mail is during the holiday seasons. You know, when I was doing the little mini-

racers, for folks who are listening, if you don’t know what the mini-racers are, think about a matchbox

size car that’s radio-controlled. Back in 2002, Diane Sawyer said on the Today show, you know, whoever

can get a good stock of these is going to become very, very wealthy. I was determined to be that

person. You remember this goes back to it’s a game? I want to be number one.

LEE COLLINS: I became the biggest distributor on the East coast. I had an entire factory in China, almost

an entire factory in China. Part of it was doing something else for me, too. We were making those cars,

accessories and all sorts of stuff. It was because I was willing to go offline and you know, that’s how the

real money started coming in. once I started taking the people that I got online, taking them offline. But

there were people, Matt, I don’t know if I’ve shared this with you or not but the kiosks at the mall?

There were people selling those cars in the kiosks at the malls. I was so big, people thought that all

those kiosks were mine. And so every time they had a problem with a car at a kiosk, they would call me

up and they’d be upset but I’d take every return from everybody. This is a key, too. You know, we’re

not going to be able to get into all this on this call but the key is it didn’t matter if you were returning

from a kiosk that wasn’t mine, a car I never sold you at all. I would take it as a return and send you a

brand new one and you know, the beauty behind that is I would able to send them, yeah exactly. It was

a free lead. I said hey no problem. It’s not my car but send it in to me and I’ll send you a brand new one

in return. I did. I sent them what’s called a ride-along. People who aren’t familiar with that term, it’s a

coupon, 50% off your next purchase or give this to a friend and let them save 50%. So they would often

buy two or three or ten or twenty more cars from me, especially because it was holiday season and

everybody wanted one of these things. So that’s what I just looked at. I said, hey, it doesn’t really

matter if I didn’t sell them the car. If I can get them a car, then they’re going to buy more stuff from me.

So that became an offline lead. They found me online. They gave us a call. We took it offline. Then we

started getting orders from them all the time. So it’s really just a beautiful thing.

LEE COLLINS: Think about that for, that’s a crucial golden nugget that should be it’s own thing. How can

you take returns from people that isn’t your stuff if you’re selling physical products and turn that into a

good lead and a good relationship for you going forward. That’s how I built the biggest business. I

mean, nobody was bigger than me. I was selling more of these cars than Radio Shack. Because of the

way I did my business. That’s just a key message and I hadn’t even thought about that story in a long

time, Matt, so sorry I took so much time on it but man, that was a fun time. And you know? It goes

back to you, you know, finding your customers, you know, focusing on who they are. Your target

market. Do you think I cared about those cars? Not at all. Not to begin with but they became fun after

awhile because I was selling 30,000 a month, you know. It didn’t matter to me. I became passionate

about the product that my customers were passionate about, which was a beautiful thing. You ever

heard someone say follow your passion? I don’t care about your passion. Find a passionate market with

money and get engaged in their passion. It’s a beautiful way to make money.

#7 Make Quick Decisive Decisions

MATT BACAK: That’s awesome. Awesome. So that was number six. Number seven is make quick

decisive decisions. You know, it’s one of the things that you know, a lot of times and it also comes along

with following your gut and intuition because 99% when I made a lot of my decisions have come from

my gut. My gut’s always right, even when you know, Lee and I were talking about, you know, an

individual the other day and I was like, everybody’s gut in the office, the alarm bells went off. We

should have known. We should have made that decision as soon as we felt that. But we didn’t make

the decision. We kept on going with them because of some made-up thing we believe this, you know,

illusion in our mind. So you know, but the reason I bring that up is because a lot of times if you feel that,

like it’s right, then go for it. Make quick, decisive decisions.

MATT BACAK: That’s one thing that I you know, it’s like you know, a lot of times, it’s like I want to think

about and sometimes I’ll tell people like hey, listen. Or I’ll say hey look, let me sleep on it. I’ll wake up

and make a decision. I don’t wait months. But I will tell people, I say hey this a big decision. I’m going

to sleep on it, when I wake up I’ll have the answer. I know I did that to you. I said hey, let me sleep on it

and in the morning, I’ll wake up and I’ll know it. Something about something we were doing. But I

mean, it’s not like I take months to figure, make a decisions on something. I don’t take, a lot of times,

weeks, unless it does require, if it’s acquiring a company, that’s going to be a little different thing.

Unless I already know the numbers I’m looking for, being able to pull it in and stuff like that but the fact

is, make quick, decisive decisions. When someone comes up to you and asks you, don’t lollygag around.

That’s my whole thing about this and everything else. No, let’s do it now. Let’s go. Just make it happen.

MATT BACAK: You weren’t, you haven’t been around when I’m in that kind of mode but you know,

you’ll hear me over to the one of the guys in the office. No, just go do it. Make it happen right now.

Just go get it done. Look, if you mess up, I don’t care. At least you did it. You know, I’ll fix the mess

after it’s done. Whatever but you know, but the fact of the matter is, if you don’t make quick decisions

and a lot of times even with the split test, you know, it’s you know, because there is opportunity cost

and that’s really where it comes down to it. Especially with a lot of times, you know, one of the guys in

my office that does my mailings for me sometimes or 99% of the time, you know, he’ll come up to me

and say well, I was holding off because you know, I was waiting for the numbers to look right. I’m like,

you know, I don’t care. We need it out now because if you don’t get it out now then we won’t be able

to get our next mailing out. Just go! You know? Pick the one that makes the most sense at this

moment and go. You know? So because if not, we lost that opportunity cost. That’s the same thing for

a lot of people because opportunities come and they disappear.

MATT BACAK: To give you an example. You look at the hotel rooms, that’s where I get the idea of

opportunity costs. A hotel does not book a room. Tomorrow, they lost that money. you know because

that room wasn’t booked. There is no way they can go back and get that room booked so the same

thing with email marketing. If you’re sitting back and you’re lollygagging around and you’re waiting for

it to be perfect and everything else and you don’t make the quick decision to get it out, you’re going to

lose out on that opportunity. If you don’t mail that day, that’s a lot of days of opportunity cost that

you’re missing. Do you have anything to talk about?

LEE COLLINS: Exactly. One of my mentors, he was, he told me that you know, Lee, you know, you

deliberate way too many things. You only have to be right 51% of the time to make forward progress.

So you know, I took that to heart and this a guy who made over $300 million in five years. I think that

what he has to say carries a lot of weight, you know. Okay, well that gave me a little bit of freedom. I

only have to be right 51% of the time to make forward progress. Like you said, you’re going to make

some mistakes sometimes. That’s fine. Make them quickly. Sleeping on something overnight and

making a decision tomorrow is probably ten times faster than what most people do to make decisions

anyway. Most people sit and think and worry and you know, think of the thousand things that can go

wrong and completely outweighs the one huge thing that could go right. They end up not making a

decision and not making anything happen. So I believe completely in making quick, decisive decisions.

LEE COLLINS: I made a decision about two months about getting my hair cut. Like you said, you got to

follow that gut. What does your gut tell you? I walked into this place with my son. He was there, too.

This is a place I’ve gone to before. Had a great experience but the person who does my hair wasn’t

there that day. So I was at the counter and spoke to the person who was and my gut just told me no.

Walk away right now. Then the other part of me that second little voice, yeah, I don’t want to hurt their

feelings. I don’t want to be rude. But you know what? I walked out of there paying twice as much for a

haircut as I normally do and it was horrible. Both of us had a bad experience because of that. I should

have followed my gut and listened. Make that quick decisive decision to walk away. You know, I know

that’s completely unrelated to business but really it’s not. Because if you can’t make a decision that

quickly about a haircut, you’re not going to be make a decision quickly about your business, either. So

you know, that’s follow your gut. You know, sometimes you’ll override yourself with I don’t want to

hurt their feelings. How are you going to hurt their feelings with oh, I forgot about a phone call I need to

make and just walk away? Think of some reason you can go. Man, I’m really hungry. I’m going to eat

and then I’m going to come back. You don’t have to stay there and tolerate something that you know is

going to be a bad experience in life or business or anything. You’ve got to make quick, decisive decisions

because if you don’t, the regret is going to eat at you for weeks. As my hair was growing back, you think

I wasn’t regretting that? Man, I got this bad haircut. I should shave it all off or what should I do? It was

plus I spent twice as much as I should. It was, you’ve got to make those decisions.

A Quick Recap

MATT BACAK: Just to kind of give you guys the 7 Golden Keys to building a multimillion dollar empire.

Number one was it’s a game, there is no second place. Number two is have systems. Number three is

no numbers means no business. Number four is be an aggressive marketer or a ruthless marketer.

Number five is focus on leads, lead generation and profit generation. Number six was obtain customers

online and take them offline as quickly as possible. Number seven is make quick, decisive decisions.

3 Missing Golden Keys

MATT BACAK: However I want to share with you guys, there are three missing golden keys to building a

multimillion dollar empire that I believe especially when it comes to information empires and I’m going

to share with you guys what these are.

#1 Learn How To Turn Words Into Money

MATT BACAK: Number one is learn how to turn words into money. Become a master copywriter.

Don’t become a master copier. You’ll never be the best copier in the world or you know, the best

copycat in the world. You want to become a master copywriter. You know, and become a master

platform speaker and a master marketer. I actually believe in my heart and soul, I believe that all three

of these are the same. That’s the reason I put these on the page. I don’t think most people get that. I

see, it’s amazing, there are some copywriters that are terrible at platform speakers and some are

terrible at marketing. But if you can become one, you can become them all. I truly believe that. I think

they’re all the same. The same exact methods that we use in copywriting is the same methods we use

selling from the platform, which are the same exact methods we use, when I say platform, I’m talking

about being able to speak to many. Being able to communicate, becoming a master communicator,

being able to turn words into money, getting people to whip out their credit cards and hand them to

you. Copy is a more of a direct response on a one-on-one basis. But the key bottom line is being able to

use words, whether it’s in print, whether it’s spoken, or whether it’s you know, heard, people hear it or

however. But become, being able to turn words into money.

MATT BACAK: Actually, I’ll give you an example. I think this is so important that I even use to teach my

kids a story. I was hoping they could repeat it for Lee yesterday. I was trying to get them to. I said hey

Madison, what and actually, he was there. Madison and Brian, my two youngest, I said what’s the

strangest secret in the world and they said each of them had a different way. They said the same thing.

You can become what you think about is what one said. The other one said something like if you put

your mind to it, you can achieve it or something to that effect. They have their own interpretations of

that specific thing. But what they don’t realize is ever since they were a little kid, I told them the story of

the seven magic words this one person used to get massive riches. I actually should put this story into a

book. I don’t have it with me right now. But I wrote a little storybook that I used to teach them, say to

them all the time when they were kids. And they would, I remember, when they were little they used to

be able to repeat to me. Hey what’s one of the magic words? Free Dad! I’m like okay, cool, you got it.

Another kid would could come back and say discover Dad. I’m like awesome. You know, these are, I

would use, oh Dad, I would say what’s another one? They would come back and say amazing. I’m like

awesome and you’ll actually hear it. Whether they can repeat them together, what’s the most amazing

thing, I’m using it right now without even knowing it, the amazing thing listening to them speak, I sit

there and smirk to my wife. As my, as I hear my kids speak because they’ll say something like that’s

absolutely amazing Dad. I’m like oh gosh, I embedded that in your mind. It’s so awesome or you know,

they will say something like Dad, I discovered this. I’m like there’s no way you picked this up from

school, you know? I asked them what’s one of the magic words? My daughter said please. I said what’s

the real magic word that they don’t teach you in school and she said because. A lot of people, those are

words that are very important.

MATT BACAK: But being able to turn words into money is one of the most powerful, the most

profitable things that you can ever do inside your business and everything else, whether it’s writing

emails, writing scripts for your sales presentation, whether it’s writing sales videos, whether it’s writing

copy or whatever it is. It’s one of the most profitable things you can ever do. In a sense, you know,

becoming a master platform speaker is one of the highest paid professions in the world. One of the

other highest paid professions in the world is becoming a copywriter. I’ve had copywriters I’ve hired,

literally hired, I’ve paid them $30,000 to give me a five page, you know, word document. With no

pictures, nothing. You know? Because there’s magic in words. Lee, do you have anything to say about

this?

LEE COLLINS: We could talk about this all day. But it’s funny because you talk about the stuff that you

taught your kids as they were growing up. My son is 20 now and he’s a really fantastic copywriter,

which is great. He’s got some really good gigs. While kids his age are going to college and there’s

nothing wrong with going to college. He went to college awhile, too. He decided this isn’t for me. I’m

going to get out and do other stuff but I mean, he’s doing really well. He’s getting paid very well. At 20

years old to be a copywriter for some major people in you know, in certain niches. He’s doing fantastic.

You know, he came up to me after he grew up and he said, I know what you did. I said what are you

talking about? He said you tricked me. Because he said as he was a teenager and I never want to be a

marketer. I want to do something else. He was actually going to be a bartender, I think. That’s what his

goal was. That’s a cool goal, nothing wrong with that. He came to me later and said you tricked me. He

said all those times you had me sit at your desk while you were listening to a marketing audio or you

know, watching something on TV, you had me sit there while you did a webinar. All you were doing was

brainwashing me. I said well, I knew you had a great marketing mind. So you know, I wanted you to be

able to benefit from that. You know, like you said, being able to turn words into money is a great skill to

have. And it’s probably one of the most valuable.

LEE COLLINS: I went through a divorce a few years ago. And I went through some hard times because

of that, as many people do. The way that I fed myself and kept myself going was writing copy. Selling

my words for money from people. It was a great way to do that and I truly and firmly believe that if you

know how to write copy, become a master copywriter like Matt’s saying, you’ll eat very well. I don’t

have a whole lot to add to that.

#2 Sell To The Masses

MATT BACAK: I’m getting you coming in and out a little bit but I think you’re fine now. So that was

number two and he was 100% right on that. Sorry, that was number one on the 3 missing keys but

number two is sell to the masses. I think this is really powerful and a lot of people, and what I mean by

that is building lists, doing webinars, I would have said years ago teleseminars but today, most people

don’t even know what the heck they are because nobody does them anymore but do webinars and sell

seminars. Nothing is more powerful than having your audience, having your target market, having the

right people in front of you because at that moment, you’ve got them right there. You know, nothing’s

better than being able to talk to and just one on one but one to many. You know, being able to sell to

the masses. There’s so much power in that. It allows you to do, then you know, just one on one. So it’s

something to think about and something to really pay attention to. I talked about it earlier about

building, focusing on leads and lead generation, whether it’s buyer lead generation, free lead generation

or whatever it is. You can build your list from there but also, adding in the components. Most people

are pretty much there but most people aren’t adding the components of doing webinars, doing

seminars. I don’t even care if you’re selling those radio controlled cars like he was talking about.

imagine having, today you see some of the biggest gross in some of the industry where people are

having their seminars, playing around with the cars, having races, making it fun and doing things like

that. I guarantee you’ll sell a lot more product there after that but also the words that get spread

around after it’s all done, too. It’s a great way to interact with your customers. It’s a great way to

interact with your base of fans. And make things happen from there on both sides.

LEE COLLINS: You know, sell to the mass [unintelligible] but we would do videos online and share that

with them. We would sell to the masses. I think we did so many things right with that company, which

was just amazing to me. We would sell those little cars and just do so well. Then eventually sell to the

distributer.

#3 Sell One-On-One

MATT BACAK: Awesome. So that’ s number two. So number one was you know basically, build, learn

to turn words into money. Become a master copywriter, platform speaker and master marketer.

Number two was sell to the masses, build lists, sell webinars and seminars. Number three is sell one-on-

one. I was talking about selling to the masses. Now I’m talking about selling one-on-one. A lot of

people don’t do this. One way to actually take your business from $100,000 to a million or a million to

three million and the reason I keep on making those references is because that’s where I’ve taken a lot

of my students, a lot of my clients that have came in when they’re there. One of the key elements that

we did was we actually implementing this one-on-one strategies. We were building sales teams. I

showed them how they could do it themselves. A lot of people, doing it themselves, like to do it one to

many, where they’re doing on a webinar situation. But being able to do that where they’re really selling

one-on-one, having a sales team and being able to communicate with people on a one-on-one basis is a

powerful thing for people to think about.

MATT BACAK: I want to share this with you, too, is the number one rule I live by, which I kind of alluded

to a little bit earlier, which he alluded to, too, without using the same exact terminology, which is follow

the piles of cash. There is a rule that I live by. The number one rule I live by, especially in business, let’s

be clear where it’s at. But is follow the piles of cash. It’s he who has the biggest pile of cash than me, I

shut up and I listen. I’ll tell you, I like to shut off everything else and I listen to whatever comes out of

their pie hole. Like when someone comes up to me and it’s amazing. I have people come up to me and I

know they don’t have big piles of cash and they tell me how I need to marketing and how to do this and

that. I’ll tell you, quite honestly, what happens to me is I might act like I’m listening but I’m really not.

To me, when it comes to someone who has a really small pile of cash trying to tell me how to grow a

bigger pile of cash, well if they don’t have one, I really don’t listen. I really don’t. I don’t pay attention. I

don’t really care. Because it’s like what you’re telling me has got me where you got. I don’t want to get

there. you know? Your thinking is the reason why you’re at where you’re at right now. I would rather

to get the thinking and understand the mind of someone who’s at a higher level who will be able to take

me exactly where I want to go. That’s why one of my number one rules is follow the piles of cash.

MATT BACAK: It’s the biggest thing. If you get inside of a mastermind, I like to join masterminds,

groups where the people are going to be around me that have bigger piles of cash than me. It’s just like

back to the old thing I talked about in boxing. My first fight that I ever fought, most people don’t realize

this, I fought a guy that had 32 fights. I had zero. I got into the ring, I look at his thing and said, what are

you doing? I said why are you putting me in the ring with him? He looked at me and said, when you

step into that ring and fight that guy, when you walk out of there, either you’re going to fold up, turn

into a pansy, that’s really something like that. I don’t remember if that was the exact thing. Either you’ll

do that or you’re going to have fight at his level. I want you to be able to fight at his level. Whether you

win or lose, it doesn’t matter to me. What matters to me is that you finish this fight. When you walk

out of this ring, you’ll fight like a man who had 32 fights. Well guess what? My 2nd fight that I walked

into, the guy had 101 fights. I didn’t question my coach at that time. I just looked at him and I said I

understand what you’re doing. I’m going to go in here. Guess what? When I got done, by the 4th fight, I

was fighting in the Golden Gloves championship. Even though I didn’t have the, all the fights that

everybody else had, I fought at the level of people that I fought. When I got out that fight, by the time I

fought my 3rd fought, I fought a guy who had 101 fights.

MATT BACAK: I bring that up is because there is nothing different between the ring and business.

When were talking about the game of business and everything else, when I step into the ring or the

game of business, with another guy that’s at another level, I either have to fold up like a pansy and cry at

home because he told me to do something or whatever, or I’ve got to just stand up, take it like a man

and listen to what he said, even though it might scare the ever living shit out of me. I’ve got to have

faith and know that this person I’m listening to, what they said, you know, there are times I remember

when he said you know, going back to some conversations. Some guy told me Matt, you should

probably let go of these people. You need to move over to this. That scared me. But you know what, I

did it. I’ll tell you what, in the end, I remember, I actually went back to one guy one time. I said, a year

later, it took me a freaking year for me to understand what you told me. I wish I, you know, I wish I

would have listened to you a year ago. It’s amazing. So you know, follow the piles of cash. That’s one

of the big rules that I live by.

LEE COLLINS: I love that you told your story about going in the ring with people who had significantly

more experience than you did. You know, I run into that a lot, you know. Especially ten years ago when

I was you know, ten years younger. I have, I look younger than I am. People often mistake me for being

you know, 8-10 years younger than I am. So when I go into a business and work with consulting with

someone, often what I’ll hear is you know, Lee I’ve been doing this for 20 years. I was doing this when

you were still in diapers. Well, no you weren’t because I was 20 years then. You just don’t realize but

you know, have you ever gone into a business, Matt, tried to help someone who said I’ve been doing

this for ten years. Well, one why did you come to me? And two, why aren’t you any further along?

Because where my business is a lot further along than yours is and I’ve only been doing this for five. It

really doesn’t matter how many times you’ve done it. It doesn’t matter how many years of experience

you have. There’s always something to learn. The thing is I was just telling my employees when I was at

corporate, I used to tell them it doesn’t take everybody 8 hours to do 8 hours worth of work.

MATT BACAK: I’m laughing because I had this conversation the other day.

LEE COLLINS: Did you really?

MATT BACAK: Yeah but I was just talking about, you even alluded to it, you talked about it a little bit

earlier, busy work doesn’t equal real work sometimes. That’s what I was saying to someone. I was like

dude, look, just because you’re busy doesn’t mean you’re productive. It was the same words that came

out of my mouth.

LEE COLLINS: That’s the thing, too. I had people who get, in three hours, they would get their entire

eight hours worth of work done. A lot of people would say hey, cool, start on your next three hours. I

say if you get your work done in 3 hours, I’ll still pay you for 8, you know? Go do what you need to do.

If you need to take care of something, do it but then you always have this one guy. I know you probably

had this guy on your team, too, who sat around and didn’t really do anything. It took him 16 hours to do

8 hours worth of work. He would get mad because the other people would be able to leave early. I’m

sorry. You might as well do it but it’s not my fault. It’s your fault. Because you’re not performing. So

you know, it doesn’t matter how many years of experience you have and that’s something I’ve learned

with age comes wisdom. With experience, comes wisdom and even now, it’s you know I don’t care if

you’ve been doing it for 20 years. if the objective you’re trying to reach is x and you’ve never reached

that and I’ve reached it in 2, you should probably listen to me.

MATT BACAK: Absolutely and I think that’s a really good point. So just want to share with you guys, so

we went over the 7 Golden Keys. We went over the 3 Missing Keys but what I also want to share with

you guys is why most people miss the boat on building a multimillion dollar empire. The reason I want

to bring that up is because I really feel this. This is one thing I’ll tell you, doing a day consulting with me

is $20,000. Talking on the phone is $2000 an hour. I just had this conversation in the List Building Club a

few minutes ago. Somebody was like hey, can you negotiate your thing? I said look, obviously you

missed my page, where it says I kind of think it’s you know, in a sense, it’s kind of disrespectful asking

me. Those are my prices since 2006. You know? I said, you know, my WSOs and stuff like that might be

cheap but I’m not. I pre-framed it that way and now you’re asking if I can negotiate? Absolutely not.

You can go get a far less superior person.

MATT BACAK: But the reason I bring that up is because my $20,000 when I do work with people is one

of the big reasons why I feel, I see and I noticed, whether when people come to me at a $20,000.

People come to me at a $12,500 level, whatever it is. What I find is they’re missing this and this is why

people are missing their boat to a multimillion dollar empire, it comes down to this- all paths must lead

to Rome. What I mean by that is, what that means to me and what that means is that everything that I

do must lead to one thing. There is one thing, it’s that flagship product inside the company, inside the

business, the people out there and I learned this years ago.

MATT BACAK: I was looking at my journal from 2000, I think it was in 2000, I wrote to myself in my

journal when I was analyzing everybody running these big huge companies. I’m not talking about

journal but if you don’t have a journal but it’s actually kind of cool to write to yourself. I have a lot of

cool stuff I was reading. I was reading this not too long ago. It actually stated the same exact thing. Just

really solidifying it. I was analyzing companies or people making a lot of money and they said the same

thing every single time. Everything led to this one thing. So what I’m bringing it into is it doesn’t matter

where they’re coming from, offline or online, Facebook, you know, Twitter, you know, whatever, they

might lead to a product but that product might you know, but they go to one product and that product

leads to another product which leads to Rome or whatever that big flagship product is. You can have

multiple faces, he was talking about kiosks in different malls. You can have tons of different places

doing it but all of them lead back to one key flagship thing. You know, it’s that one thing that we’re

selling, that one thing that everything must lead to. That’s where most people make the biggest mistake

of not having, building a Rome for everybody to go to. All their customers, clients and everybody

they’re talking about.

MATT BACAK: If you don’t have a flagship, you’re screwed and you’ve got to think about what’s the

flagship? Where am I leading everybody to? A lot of times it’s by looking at the numbers and it’s

interesting because we’ve, we have and actually, it’s really cool because one thing we’ve done talking

about numbers is I had somebody go through and pull all my historical data on my stuff. I’m able to go

and say okay, pinpoint, okay, wow and I forgot about stuff. It’s like it’s a good memory. Looking at the

history as your company evolves, looking at the history and looking at the year, what the most profitable

thing was or the most profitable things you’ve been doing. I guarantee you when you see stuff like that,

you can figure out that was my flagship then. This is my flagship now. Why did I change my flagship?

So thinking about you know, being able to look and analyze things like that because a lot of times, you

can still be selling the same flagship. You might need to change the wrapper a little bit. Especially in the

information business.

MATT BACAK: One of the biggest problems we have in the information business, it doesn’t really have

to do with this but it does. The fact that the problem is most people in information business a lot of

their stuff that they do and they teach is front end loaded. Meaning pretty much everybody gives away

everything too close up front. You know, and I’m not telling you not to, the interesting thing is about

something like Lee and I, yeah, we give you guys a lot of great information but I can’t and we’re really

sharing and a lot of things we’re doing but the crazy thing is there is so much more to Lee and I that you

guys don’t even know. You know? I mean, we have so much experience, so much knowledge, through

all of our experience in the last 15 years in this world, there’s so much more to share. We just don’t

have time to do it and it would take about 2 days, in a sense. We could probably get away with share a

lot more stuff in a 2 day setting.

MATT BACAK: But just to share, all roads must lead to Rome. What is that flagship? What is the

purpose of what you’re doing? A lot of people that are running businesses, especially right now, when I

analyze and I look at the marketplace, and when I decide to come back in a little bit in the guru space a

couple years ago. I was looking at the new guys and I’m like these guys have no clue what they’re doing.

Even though they’re making good money, I just told somebody dude, these guys are running a high paid

hobby. They have no idea how to run a business. They are literally running a high paid hobby. I kind of

laugh inside and I don’t say that to their face but it’s like cool. You guys are doing really cool stuff but

the fact is if you’re doing, they’re living off launch after launch because it’s just a high paid hobby.

Great. You did a launch. You made a million dollars. Then you do another launch and whatever you

make from that. Great but you don’t have a business dude. If you lost all your affiliates right now or

you, you’re screwed. They don’t realize that because they have no systems in place. They don’t even

think about that. They don’t have any place to lead them to Rome. There is none of that. It’s really

important for you to figure out and implement in your business the things that we talked about.

LEE COLLINS: When your Rome is a new Rome every month, you don’t have a business. You just, it just

doesn’t work that way.

MATT BACAK: Let me pick up Rome and move it to another country.

LEE COLLINS: This sounds like a good place for my big cock story, Matt.

MATT BACAK: Dude, I want to hear about your big cock.

LEE COLLINS: So usually, before, I’m sorry to just hit you with that out of nowhere with that. it’s a big

pattern interrupt. An hour and twenty minutes into it, Lee talked about his big cock story. It’s actually a

lot more innocent than it sounds. It’s just, it is a good pattern interrupt. When I lived in Michigan, there

was a restaurant named Zender’s. They were world-famous for their fried chicken. People came from

all the world to go eat their friend chicken. If you’re familiar with the restaurant, you’re probably going

to know what I mean. Out in front of the restaurant, there were bushes that were well-manicured. One

of the bushes was cut into the shape of a very large rooster, a cock if you will. So that’s why I always call

it my big cock story. Because Zender’s was famous for their chicken. So think about Zender’s, all paths

must lead to Rome. Everything they did was centered around their chicken. Everything they did. Now,

their sides were fantastic. The green beans were great. Mashed potatoes, everything was beautiful.

Their desert was amazing but what they focused on was their chicken. So when I’m working with folks, I

always tell them what’s your chicken? You know, focus on your chicken. What is your big thing that you

want to push everything to?

LEE COLLINS: For example, if you know StomperNet, it was all about SEO but there are a lot of people

getting confused because there were a lot of other products thrown into the mix. When I was running

the company for just over 18 months, I focused on SEO and like Matt said, all paths must lead to Rome.

If you could not tell me within one step how that product contributed to SEO or helped with SEO or was

related to SEO, the product got stripped. It was gone. Sorry, you know? Just that quickly because that

means we weren’t focusing on our chicken. That means we were not having all paths lead to Rome.

That was one of the reasons why I was there, to help fix it some because it was just too focused and too

scattered. They had gotten away from the core, from their chicken.

MATT BACAK: You said it right there. What’s your core? What’s your core business model? And

actually, it’s interesting you bring that up about the thing. I don’t know, there was this whole thing

years ago. I heard someone talk about they hired some consultant to figure out why. It might have

Burger King or Wendy’s. One of those places. Said we’re trying to figure out why exactly our revenues

are down and everything else. The consultant walked in and just don’t hold me to it but the gist of it is

this. So they called this consultant and paid him all this money. He walked in and said, they asked him,

we are trying to figure out. You said you could fix it. He said let me ask you a question, when I walked

in. No, they were trying to fix, no it was different. It wasn’t the revenue’s down. They’re like we don’t

understand why we’re not selling any of these fish sandwiches that we came out with. I think that’s

what it was. The guy said let me tell you what. The reason, can you please fix this? Yeah. I’m going to

come in and help you guys whatever, increase your revenues and everything else. The guy said, he

takes the whole office outside. He said let me do something with you guys. He literally walks in and

says, let’s all go outside right now and I want to look at the sign. What does that say? Burger King.

What the fuck are you doing selling fish? You know? Pardon my language but seriously. Interesting you

bring it up, the big cock story. It’s also something we do in our office. I don’t think you saw it. Right

when you walk in and look straight ahead at one of my whiteboards, at InfoSoft. I have multiple

companies but at InfoSoft, if it doesn’t have to do with list building, it has nothing to do with us. Exactly

you said about StomperNet. That’s something to think about. All roads must lead to Rome or that thing

you’re trying to get across. It’s really important for you guys to think that way.

LEE COLLINS: There’s a lot of people who are scattered. There are people who are trying this and trying

that. I’m trying Amazon today, eBay tomorrow, this the next day. You can’t do that. if they’re not

related, there’s no point in doing it. You’re just, you’re scattering yourself. What the old saying, Matt? I

don’t remember exactly but you can’t serve two masters or in some cases a market. You can’t serve 20

masters because you’re trying to do 20 different things. Your effectiveness goes down every time you

try to do a new thing.

MATT BACAK: The big excuse is but, but, but I read this book about multiple streams of income. You

know what? I’ll tell you guys. This is great but you got to understand. The multiple, to me, you know, in

a sense, throw the idea of that out because what happens is the way most people have it is hey, I can go

off and start doing this network marketing thing and I could go off and do eBay. Then I could go off and

do this Amazon thing. Totally unrelated. At the end, what you find is that you have multiple streams of

expenses. But if you do it the way we’re talking about where all roads lead to Rome. What I mean by

that, to give you an example, inside my business, I have you know, we actually, I just acquired not too

long ago, I just acquired an autoresponder company. It makes sense. If every, if it doesn’t have to do

with email marketing, it has nothing to do with me. Then guess what? My acquisition strategies or my

even my product strategies, if you look at it, I mean, if you think about it in the last year, every single

product I already did had either was about or related to email marketing and that’s actually we even did

this because we’ve been, the original product for this, this was just the bonus. The original product for

this, that’s why I said yes. It does relate to it. It’s related to exactly what I’m talking about. It has to do

with email marketing. It has to do with list building. I put all that, list building and email marketing, it

has everything to do with that. it’s about taking from one level to a whole new level of income.

LEE COLLINS: Just real quick, one other thing, Sysco Systems, what did they do. They do routers and

switches and internet connectivity. They went out and bought the Flip camera business. I loved the Flip

cameras. They were fantastic. Right after that, everything just fell apart. That was not all paths did not

lead to Rome. What do Flip cameras have to do with switches and routers? How many other

companies have tried to go outside their core in an unrelated area just because it sounded hot and just

it was a complete disaster. So you know, just think about the big companies as you do this. It’s not just

you, you know. You’re not making a mistake. We’ve made the mistakes in the past. We course

corrected and now we know all paths must lead to Rome. That’s a beautiful way to state it and very

simplistic. If it doesn’t have to do with your core business, you’ve got to first decide what your core

business is. You know? If it doesn’t have to do with it, don’t do it. Just like multibillion dollar

companies make the same mistake because people get in there and try to do too many things.

Conclusion

MATT BACAK: Absolutely. So I mean, really, you know, I think, so that’s really good. There is a couple

other little things I want to share with you guys before we get off here. Basically, and it’s this. There are

two common characteristics of internet millionaires that I’ve found and we’re going to finish up from

there. What I’ve found about internet millionaires is they’re action-oriented. We talked about this a

little bit earlier but if there are two common characteristics of all the things we’ve talked about, I’ve

found from internet millionaires is that they’re action-oriented. They take action immediately when an

opportunity presents itself. They jump on it really quickly. They don’t sit around and think about it.

Also, internet multimillionaires also are education-focused, which means they take it upon themselves

to learn everything they possibly can in their field and learn from any different sources to be able to

make that thing happen. Especially whenever they’re focusing on things. I just wanted to share with

you those two things from there to give you guys at least two things to focus on, which we talked about

a whole lot more.

MATT BACAK: In the end, I just wanted to share with you guys, one, thanks for getting our initial

product and I hope you guys got a lot of value out of this product, too. I love making my bonuses and

Lee and I were talking about this, making our bonuses like dang, just the bonus alone was worth the

initial, you know, for the initial product. So and I hope you feel that way because that’s what we wanted

to do, was deliver some really cool information we’ve learned building, running and managing you know

multimillion dollar companies.

LEE COLLINS: Just you know my closing words here basically are that school is never out for the pro.

Just congratulations on continuing your education and learning more stuff. You know, I know a lot of

these nuggets are going to be helpful to you in your business and I know that you know, as we build

more communication together in the future, you know, we’ll be able to help each other learn and grow.

Matt and I both learn and grow as much from the people we teach as much as people learn from us. So

just remember, school’s never out for the pro. Always keep learning. We do. We buy stuff every day. I

know we do because I saw Matt buy something the other day in his office. We know that you have to

keep learning things but again, it goes back to all paths lead to Rome.

MATT BACAK: And I’ll prove it one more time, too. Remember at the beginning? You know, how did

Lee and I get back together? We saw each other a two different seminars. There you go!

LEE COLLINS: We were learning stuff, right?

MATT BACAK: Yeah, right. It’s amazing the things you can do and thing that can happen and you know,

everything else from there. Like, I love that. The saying you had and Lee, I truly appreciate it. It’s been

fun putting this product together with you and putting this bonus together with you and everything else.

Like I said, what I tell all my friends is you know, it’s just the beginning man. I tell everybody, it’s like it

doesn’t matter how far we are. It’s just the beginning. We’re just getting started, you know? So it’s

awesome. So thank you guys very much. And we’re going to cut from there.