Traffic Doesn't Matter The 100% Affiliate Marketing Model

        ## Topics Covered

1. **Speed of Execution** – The importance of moving quickly from idea to implementation
2. **Simplifying Business Deals** – Avoiding complex, compliance-heavy arrangements
3. **Traffic Acquisition Strategy** – Using affiliates instead of driving traffic directly
4. **The 10-7-5 Theory** – Prioritizing excellence in one business area while accepting mediocrity in others
5. **Creative Problem Solving** – Building custom funnels instead of using vendor materials
6. **Strategic Byproducts** – Creating derivative products to open new traffic channels
7. **Bonus Sequencing** – How to order and present bonuses for maximum impact
8. **Reframing the Offer** – Selling the course and giving software away free as a bonus

### On Speed and Simplicity

I'm more convinced today than ever that the speed from idea to execution matters more to a business's success than almost anything else. I just want to put fifteen people in a room without having to write sales copy or overthink every detail.

Honestly, I got allergic to the deals we've been making. They've been unbelievably profitable, but they're complicated. Fifteen people need to be brought in. Everything has to run up and down compliance. I've got SEC attorneys, FTC attorneys—my attorneys have attorneys. I reached a point where I just wanted to do something where I could show up and not worry about the rest.

Here's a lesson for all of you: there's always a small percentage of your audience who will say yes simply because you offered them something. They know that just being around you is going to pay off.

### How I Solve the Traffic Problem

Let me tell you how I solve the traffic problem. It's a convoluted, backwards, kind of silly way, and I don't know how replicable it is for anyone else. But fundamentally, this is how I've always done it.

I create an offer so good that other people want to promote it—because they can't make more money promoting anything else. One hundred percent of my traffic comes from affiliates. That's how I drive traffic: by not driving any of it myself. Division of labor.

### The 10-7-5 Theory

Every real business has three components: traffic, conversion, and fulfillment (which includes the offer plus the delivery). No single business can be excellent at all three simultaneously.

I have this theory I call the 10-7-5 Theory. You have to decide: which component will you be excellent at (a 10), which will you be above average at (a 7), and which will you accept being mediocre at (a 5)?

Over time, once you know your own strengths, you find partners who are a 10 in the areas where you're weak. You combine the best with the best.

We got really good at fulfillment and a very specific sub-segment of traffic—affiliates. I didn't do it the way most people do. Most people wine and dine affiliates, promise reciprocals, get them into a heightened state of suggestibility. We do it differently. It's harder in some ways, but more fulfilling and more sustainable.

### Creative Problem Solving with Funnels

Here's something I've done that I guarantee you is extremely rare in our industry—practically a unicorn outside of it.

When we promote a partner's offer, we don't use their webinar, their sales funnel, or their landing page. We keep the offer but build the entire funnel ourselves.

I learned early on as an affiliate: if everybody's promoting the same thing, you can only improve incrementally based on how you set someone up to consume it. But if I'm promoting something different—if I build my own funnel—I can improve results exponentially.

Once we create something that works, we make a deal. We go to the vendor and say, "How do we get all of your affiliates to promote our funnel?" We've had vendors tell their affiliates, "Our best-converting affiliate built a custom funnel. You don't have to compete with him—just promote through him."

It sounds complicated. Some affiliates quit. But enough say yes.

### Building New Traffic Channels

One reason I'm creating this new product is to build a strategic byproduct. I want to take a small slice of the content, hire a ghostwriter, turn it into an ebook, and sell it for five bucks with no countdown timer—just evergreen.

I'm tired of being one-dimensional, only driving traffic through affiliates. You do what you can until you get really good at it, automate it, and hand it off. Then you ask: how do we add to this?

The strategic question I always ask—way above the tactical implementation—is: *Who already has my audience?* I don't have to sell the audience. I just have to sell the gatekeeper to the audience.

I used to say to people, "Let me sell your product to everyone who already told you no. What do you have to lose? They already said no. You can only win. Just give me a cut if I make it work." That's a can't-miss offer.

### Sequencing Your Bonuses

Someone asked whether I save the best bonus for first or last. Typically, I start with the best bonus and save the second-best for last. It's like that George Costanza theory—hit the high note and leave.

But there are exceptions. If my best bonus has a special component only for people who buy during the webinar, I'll circle back to it at the end as a callback.

If I do save the best for last, I remind people throughout: "I'm going to show you my bonus package, but I want you to know—I've saved the best for last. Even though you're going to see amazing stuff, trust me, it gets better." Halfway through, I'll say, "We're only halfway through the bonuses, and I still haven't shown you the best one."

The order matters.

### Reframing the Offer: Give Away the Premium

Here's an approach I shared with Russell at ClickFunnels. Selling the software is one thing. But giving the software away for free when someone buys something else? That's a superior strategy.

They couldn't make the webinar profitable when they were selling software directly. But when they changed it to, "Here's ninety minutes about this software—and guess what, it costs nothing when you buy this course"—that changed everything.

Sometimes selling the premium and then revealing the bonus is the best strategy. People will buy the course just to get the bonus.

With software specifically, people get distracted: "Which tier should I buy? What if I cancel? What if I go over usage?" But if you say, "We're giving you the highest tier free for six months—figure out what you need later, but if you don't buy now, you don't get it free"—that changes their focus.

Now they're thinking about what really matters: "Should I do this? Do I have time? Will this work for my business?"

You should always consider when and what you reveal—and how it will create or solve objections.