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So even as the media were reporting one failure after another on the review, Garfinkel was discovering that there were people out there who wanted his knowledge, and were willing to plunk down their credit cards to get it. Even before What’s Working Online folded, Garfinkel decided to find out what else he might be able to do with his talents. That’s when he discovered one way the online world differed from the offline world: things happen a lot faster. Joyner worked about as fast and was as smart as anyone Garfinkel had ever met. After the first success, Joyner called Garfinkel and said, “Hey, put together six reports for me today, would you? We’re going to offer them to our affiliates.” Garfinkel was shocked. Six reports? In one day? He wasn’t sure he could do it, but he did, and another surge of sales followed. He started writing articles. About 90 percent of the Google hits on Garfinkel’s name today (just over 500,000, if you leave off the quotation marks) have at their root those original six reports, picked up and distributed on scores of affiliate sites. That first product set off a string of successes. Garfinkel and Joe Vitale did a series of teleseminars that caught the attention of another Internet Marketing copywriter and eBook expert, Jim Edwards, who wanted to create a product with Garfinkel. Edwards had a lot of experience with eBooks, and had built up a great affiliate force; Garfinkel had a lot of experience with traditional publishing and selfpublishing offline, and was a fantastic writer. Garfinkel protested that he wasn’t technically oriented, but Edwards said, “Don’t worry. You create the product. You create the sales letter. I’ll take care of all the other stuff.” The prod
uct, recorded on, was eBook Secrets Exposed another big seller. Garfinkel had found his niche. Garfinkel illustrated the appeal of eBooks with this story:
Okay, imagine that there are two land owners. One of them is a worm farmer. You know, people need worms for bait, for fi sh, and there might be other things they use worms for. He has an acre, and he needs to keep the whole acre taken care of and keep the toxins out or whatever he needs to do, and he harvests worms. There’s this other guy. He only has 1/8 of an acre, but this piece of land has oil underneath, so the guy puts in an oil well. Which one makes more money? The guy with the oil well. Which one
covers more ground? The worm farmer. Which one goes narrow and deep? The oil well. An eBook, when done correctly, is like an oil well.: it keeps producing for years and years, and doesn’t cover a broad splotch of material the way a typical, traditional published book does. It might go to a niche market that only includes 10,000 people—but if you can sell 500 eBooks for $100 each to just 5 percent of that 10,000 market, you can make a tidy sum. Garfinkel and Edwards had an oil well. eBook Secrets Exposed hit the top of the ClickBank business-to-business lists and stayed in the Top 10 for over a year. Garfinkel was not disappointed, then, when the What’s Working Online newsletter closed up shop and let him out of his contract. He was working online.
Enclose $1.25 plus 50¢ for shipping and handling
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ever to bring smiles, laughter and fun into your home. I was a smart kid, not easily fooled—I thought. But something about those too-good-to-be-true ads in the back of my
Spider Man comic books just called to me. I was pretty sure that the weird little pink people in the illustration had

not built the castle that appeared in the background, and I was smugly skeptical that these things could be trained to “obey my commands like a pack of friendly trained seals.” But there it was: a guarantee that in just one second I could have a bowl full of happiness! So I admit it. I used money I’d saved from my allowance and sent away for my very own packet of Sea-Monkeys. What can I say? Maybe I misread the “magnificent, fully illustrated manual,” but I was never able to train those tiny brine shrimp (Artemia salina) to do much more than hang out in the tank for a month or two before they disappeared, perhaps in search of a bigger castle. I’m not saying that the ads for spy equipment, X-ray specs and stick-on mustaches inspired my entrepreneurial spirit, but in talking with Jason Potash, a Clark Kentish Canadian Internet Marketer, I recognized a fellow mail-order fan. Potash says he was intrigued by such ads and thought it would be “cool” to sell products that advertise that way and make money, so even as a teen he started reading everything he could find about mail order success. The thought of actually placing an ad—or maybe it was the cost—kept him from trying it back then. “Analysis paralysis” made him just sit and dream, and eventually he got a “real” job in sales. Still, the desire to start a business, to put something together to sell products through the newspaper or mail order or somehow, persisted. Potash realized that if he were going to get into something more progressive, with long-term growth potential and more opportunity to earn better money, he would likely have to switch industries. He stayed in sales but went to work for a software company, which seemed like the perfect answer. It wasn’t. Frustrated, he went to the president of the company, the brains behind the software product—the one who had developed it and hand-coded it. “Mike,” Potash said. “I need to get more leads, more prospects. I need more people to sell this software to.” Potash knew it was  time for a radical change when his boss told him he had all the leads he would ever need right there in the office— and handed him the yellow pages. Obviously, dialing for dollars or cold calling any kind of company in the yellow pages was not the way to make serious money in any profession. Potash wondered how he might expand his reach. How could he cover more territory since he couldn’t duplicate his efforts or clone himself? He started thinking laterally, studying, going back to his early thoughts of direct marketing, and became a serious student of direct response principles, learning how he might apply them to his selling career. The core fundamentals are the same principles used in an online business today. Potash started by thinking about automated ways to attract prospects and leads, and put together a few campaigns using a new technology called Broadcast Fax that was really big in the late 1990s…before all the antispam-telemarketing legislation kicked in. Potash says he could “broadcast freely until the cows came home and people would not complain or take him to court or anything; it was a wonderful time.” It doubled his income, and inspired him to even send out regular snail-mail review. The company had a basic website, and in an effort to attract more prospects there, Potash tried to locate resources where he could find his ideal prospects and customers—contractors and construction companies that would use his company’s estimation software—and discovered they probably belonged to dozens of industry associations. Soon he had formed alliances with contractors, alarm and security installers—all sorts of people. His boss may have been impressed, but his competitors really took notice. A company in a related software business approached him and made him an offer: “Look, we saw what you did. We have been watching how you have been growing this business. We see you at trade shows. We see that your booth is always packed. We  want you to do exactly what you are doing there, but we are going to pay you a whole bunch of more money to come and work for our company.” He left under happy circumstances—even his boss said, “If your salary doubles overnight and plus you’re getting all kinds of bonuses and perks, how can we prevent you from leaving?” His boss gave his blessing¬— and Potash went on to do the same thing all over again, building networks, forming associations. As a member of the local sales association’s advisory committee, Potash started writing articles for the monthly internal publication that reached 40,000 members, and was excited to see how it brought in thousands more prospects, built his reputation—his “brand”—and dramatically increased his sales. He wondered if it would have the same effect online, so he created an eZine that he started emailing to prospects online. It did work, sort of. But this was 2000, and there wasn’t much happening in terms of ecommerce for companies at that level: there were online brochures, and those gave a phone number or offline address to contact a salesperson to make a purchase. Potash was still reading traditional direct marketing materials—Dan Kennedy, Ted Nicholas—but he also found a $35 eBook by Ken Evoy called Make Your Site Sell. It was the first Internet Marketing product he bought. He spent a lot of time modifying his website and adding new articles, working on his eZine, but he thought of himself as a grain of sand on the beach of the Internet. So he did online what he had more or less done offline: he contacted eZines in related fields and told them about his site and articles, offering to promote their products if they would promote his. He submitted his information to eZine directories one by one. It paid off, but it was tedious work. At night after his day job, he would sit and punch the keyboard, hand submitting his current eZine. He dreaded having to do it all over again when he launched the other review he had  planned. As with many an Internet Marketing guru, that tedium was the inspiration for Potash’s “Aha!” moment. He was a software guy in an automation field, but he was also a marketer with visions of opportunities. It struck him that if there were others with the same problem, there was probably a money-making opportunity there. He talked to other eZine owners on an almost daily basis anyway, so he casually asked around to see if submitting to directories was a pain to everyone else, too. It was. Potash put together a product, and eZineAnnouncer was born. Everything he had learned and studied over the previous years came together: the sales letter, finding potential partners, promotion, and direct marketing. At the last moment before launch, Potash wavered, as many marketers do. He worried that he would sell only a handful of copies. He fretted that he would only net a hundred bucks or so on something he had spent six months of his after-hours time developing. He was ready to shelve the project when his wife convinced him that if he didn’t follow through, he would never know, and that he owed it to himself to see it through to the end. He did. None of his partners were the big names we know today. Potash just knew from his offline experience that he needed to develop sales channels, channels of resellers. He launched the product in November 2001, and in the first month he made about $3,500. That may be a small amount by today’s million-dollar day standards, but at the time, considering the low-key launch, it was very, very satisfying. There was only one complication. His business began to do so well and take up so much of his time and energy that he lost focus at work. His boss gave him several warnings until one day, two weeks before the birth of Potash’s second son, the call into the office ended with a pink slip. Just as his confidence had wavered right before his product launch, it wavered now. Not trusting his online  business, he found another job. When a friend suggested that the two of them start a software company, he jumped in without planning, and after four months had to pack it in. He found another job, and then once again found himself sitting in his boss’s office hearing the familiar warnings. He went home, dejected, and told his wife he just couldn’t handle doing both anymore, and he didn’t know what to do. It was November of 2002, and the holiday season was coming up. He had a family and was drawing the larger paycheck of the two, but he hated his job, his boss, his commute. The money he was making from eZineAnnouncer was good, but not enough to pay a mortgage, make car payments, buy clothes and diapers and food. But once again his wife weighed in, and the next day Potash gave his notice. Potash likens the next few months to those situations where the seemingly impossible happens, like when a mother sees her child pinned under an SUV and draws on some superhuman strength to lift the vehicle. He threw all his energy into growing eZineAnnouncer exponentially, started a new site called, and started doing webinars (online seminars) to pull money in. He started making connections with other Internet Marketers—not yet the big names like Terry Dean or Ken Evoy, but others in the same generational wave as he was, like Joel Christopher, with whom he shared a passion for list building. He met John Reese at a Christopher seminar and they became friends and helped each other hone their products. Potash found that unlike the popular notion that Internet Marketers can just sit around working all day in their underwear all alone, getting out and meeting others in the same business helped build his confidence, his contacts, and his sales. Potash’s eZineAnnouncer established him, but he made himself a success by devoting himself to giving more than he took.
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