The MONEY TREE Formula

The MONEY TREE Formula

How to Plant Your Lifetime
Earnings, and Make It Grow for
You like Dollars on a Money Tree!
Robert G. Allen

Regarding your Lifetime Earnings . . .
There is Good News and Bad News.

Here’s the Good News:

If you’re an average person who is earning at least $25,000 a year, then you’ll
earn in a lifetime over a million dollars. YOU’RE A LIFETIME MILLIONAIRE!
That’s Great News.

Congratulations!

Here’s the Bad News:

If you're like most people, your million dollars of lifetime earnings will evaporate
as fast as you earn it, day by day. And . . . after a lifetime of earning, you’ll end
up almost penniless. Now, that is really bad news—a lifetime of work and no
money left to show for it.
But, it does not have to be that way for YOU!
You can plant a money tree in your own backyard and start heaping the
harvest day by day, which will last your lifetime, and probably the lifetime of
your kids and grandkids, too.
If this is so, then why doesn’t everyone plant a money tree?
Frankly, nobody teaches us how to.
No one teaches the average person MONEY 101.
Have you ever had a class in money? Think of it. There are many critical
money skills that people should learn to help them become financially
successful. We look at our society and say, “It’s so hard to get ahead!” and it is,
but it does not have to be. Why isn't there a mandatory MONEY class in every
elementary school?
Without a universal class in money . . .
How do people learn about money?
• Ever hear of The School of Hard Knocks? Well, sorry to say, but
that’s our national money school. That is Money 101 as taught in
America, in fact, as taught world around, today. But it certainly should
not be and does not have to be that way for you. At The Money School
of Hard Knocks you are invited to pick up a piece of good information
here and a valuable tip there but with many dead ends, deadlines, and
disappointments along the way – just like you are on a scavenger hunt.
Accumulating money should not be at all like a scavenger hunt.
• Parents teach their money skills, or lack of them, and transmit the
same money attitudes they have to their children. The results: The
Rich get Richer, and The Poor get Poorer. That to most people is a
fact of life that they teach their kids. But it does not have to be that
way.
• The media, advertising giants, and even state governments promote
spending money and getting big winnings from lotteries and game
shows – like money is not something to earn, but to win – like money is
not something to invest, but to spend – like money is a necessary evil,
not a valuable contribution to society.
• Some businesses offer get-rich-quick systems that might work for the
rich but fail miserably for the poor. “It takes money to make money” is a
primary belief that is taught about money on the streets of hard knocks.
When you go along with that attitude, then there are no get-rich
possibilities that can work for you.
• You observe examples of friends and neighbors. What you see is an
assortment of haphazard, mostly wrong, certainly out of context money
facts, ways, and means.
• You read books about money – money management and investments.
Most of them probably overwhelm you with details, or they bore you
with useless facts. If you're like most, you're confused and frustrated.
What to do?
Understand that money is one of the most important subjects of your
entire life.
Some of life’s greatest enjoyments and most of life’s greatest disappointments
stem from your decisions about money.
Whether you experience great peace of mind or constant anxiety about money
will depend on getting your finances under control.
Your relationships will be greatly affected. Ninety percent of all divorces in our
society result from disagreements about money. Understanding
moneyhow to make it and keep itis absolutely essential to your life, to
your relationships, to your happiness, and to your future.
What is the difference between the wealthy and the not-so-wealthy?
Some people seem to be naturally good at managing money. The same million
dollars flows through their fingers, and yet, they seem to know how to keep
some it and even make it grow  in some cases, a hundred fold more than the
average person.
Do these people work 100 times harder?
Are they 100 times smarter?
Will they sacrifice everything for money?
Of course, not.
So what’s the difference? They just know how to play the game. You see:
money is a game  a very important game. If you know the rules, you win. If
you don't know the rules, you lose. As someone said,
"Wealth is when small efforts produce big results.
Poverty is when big efforts produce small results."
Or as it has been said another way,
“Complaint is poverty!”
Some people with the greatest difficulties overcome them and become very
wealthy as a result. When you learn how to triumph in one area, that know-how
transfers to all other areas of your life.
What are your prospects of being a multi-millionaire!
In my books, you will finally learn how to play the money game  and win. If
you follow the simple strategies I give you, you can retire a multi-millionaire,
while enjoying a banquet of prosperity throughout your life.
• You will learn a simple system for controlling your finances.
• You will learn how to invest your surplus funds without losing sleep at
night.
• You will learn how to create multiple streams of lifetime income.
• You will learn how to oversee your growing financial empire on as little
as ten minutes a day.
• You will learn how to leave a financially secure future to your family
and loved ones.
How do I know what your prospects are?
You are no different than I am. What has worked in my life can work in yours,
too. I’ve been there and learned, and that is how I quality to be your instructor.
Granted the details of my story are uniquely mine, but the principles can apply
to any situation, any era, or any person.
In the seventies, I started out, perhaps just like you, with a dream of becoming
financially independent. After graduating with a Masters Degree in Business
Administration (MBA) from Brigham Young University in 1974, I began
investing in small real estate investments and parlayed a tiny nest egg into a
large multi-million dollar net worth in a few short years. Along the way, I also
suffered my share of setbacks. I've not only made millions, but lost millions . . .
and made them back again. I know from the school of hard knocks what works
and what doesn't.
I shared my powerful systems in the #1 New York Times bestseller, Nothing
Down: How to Buy Real Estate with Little or No Money Down. This book
became the all time real estate investment classic used by beginning investors
ever since.
I also wrote two other major bestsellers, the #1 New York Times Bestseller,
Creating Wealth, and The Challenge. In promoting this last book I made the
bold statement:
"Send me to any unemployment line. Let me select three people who are out of
work and discouraged. In two days time, I'll teach them the secrets of success,
and in 90 days they'll be back on their feet with $5,000 cash in the bank, never
to set foot in an unemployment line again!"
The Challenge is the true story of how I selected those three people from the
unemployment lines of St. Louis, Missouri, and taught them the secrets of
financial success, and . . . yes, they were able to achieve incredible success in
90 days. One of the couples went on to earn over $100,000 in the next 12
months. To celebrate, I took them on Good Morning America with me.
And now it is your turn to prosper.
What I am about to share with you is the result of having worked with
thousands of successful people for more than two full decades. I have seen
people go from living on the streets to living in mansions — from driving a taxi
to being driven in limousines — from being miserable and destitute to being
happy and fulfilled.
Although real estate investing is the vehicle for gaining wealth in my previous
books, my latest books, Multiple Streams of Income and Multiple Streams of
Internet Income, show you how to create wealth in many different ways from
multiple sources. I present three great wealth-creation mountains. I call them
Money Mountains. Each mountain is distinct from the others, and yet, each
share similar characteristics. The mountains are: the Investment Mountain, the
Real Estate Mountain, and the Marketing Mountain.
From this mountain range of Money Mountains, there are at least nine separate
and distinct streams of income flowing into your growing reservoir of wealth.
Each stream was carefully chosen using a formula I call the MONEY TREE
Formula. In my book, Multiple Streams of Income, I teach you nine
characteristics of the ideal stream of income. Then, I teach you exactly how to
profit from each of these streams. The goal is for you to add at least one new
stream of income to your life each year. Eventually, these streams will overflow
your life with prosperity and freedom.
The first question people usually ask at this point is, "Why Multiple Streams?"
The Wisdom of Multiple Streams of Income
How many streams of income did it take in the 1950’s for a family to survive?
One.
Today, very few families can survive on less than two streams of income. And
that won’t be enough in the future. It’s a volatile future. You’d be wise to have
multiple streams of income flowing into your life.
Prosperous people have always known this. If one stream dries up, they have
many more to support them. Ordinary people are much more vulnerable. If they
lose one of their streams, it wipes them out. And it takes them years to recover.
In the future, people will need a portfolio of income streams — not one or
two — but many streams from completely different and diversified sources. So
that if one stream goes, you barely feel the bump. You’re stable. You have time
to adjust. You’re safe.
Do you have multiple streams of income flowing into your life at this time?
Maybe it’s time to add another one.
The Power of Residual Streams of Income
So let’s assume that you’ve decided to add another stream of income to your
life. You could always get another part-time job, but that’s not the kind of
income I’m talking about. You certainly don’t want to get stuck on somebody
else’s treadmill. You want the kind of streams that you can own.
I’m talking about residual income. That’s a fancy term for a "recurring" stream
of income that continues to flow whether you’re there or not. I’ve heard too
many small business owners say, "I haven’t taken a vacation in five years."
There’s something wrong with that picture. I don’t have anything against hard
work. But after a few short years of hard work, you should be free to have your
streams of income forwarded to your mailbox in Tahiti. Get the picture?
Two Types of Streams: Linear and Residual
Not all streams of income are created equal. Some streams are linear, and
some are residual. Here’s the question that tells you whether your income
streams are linear or residual:
"How many times do you get paid for every hour you work?"
If you answered, "only once," then your income is linear. Income streams from
a salary are linear. You only get paid once for your effort. And when you don’t
show up for work, neither does your paycheck.
With residual income you work hard once, and it unleashes a steady flow of
income for months or even years. You get paid over and over again for the
same effort. Wouldn’t it be nice to be compensated hundreds of times for every
hour you work?
For example, as I mentioned earlier, I published a book in 1980 called Nothing
Down: How to Buy Real Estate with Little or No Money Down. I put in over
1,000 hours of hard work writing Nothing Down before I earned a single penny.
Teenagers working at McDonald’s earned more than I did. But, I wasn’t looking
for a salary. I wanted a royalty. So I was willing to sacrifice. It took over two
years before the money started to flow. But it was worth the wait. I’ve now
earned millions of dollars in royalties. And every six months I still get nice
royalty checks. That’s the power of residual income — it keeps flowing and
flowing and flowing.
Here’s another example. Have you seen that tiny battery tester on the Duracell
battery? I’m told that the inventor presented his idea to the big battery
companies. Most turned him down, but Duracell saw the genius of it and
agreed to pay just a few pennies per battery pack for his idea. And now he
makes millions, because those residual pennies add up. In essence, he
invested many hours of his time to create the concept, to package it, and then
to sell it. And now, it generates a raging river of residual riches to him and his
family. And the best part about it: HE DOESN’T HAVE TO BE THERE! It flows
without him.
Linear vs. Residual: Do you see the difference?
The secret of the wealthy is not that they have more money but that they have
more TIME freedom. Because many of their streams are residual, they have
time to spend on anything they want.
When you view people’s lives through the filter of residual income, many
groups of people aren’t as wealthy as they appear. Doctors and dentists don’t
earn residual income from their labors. Their income potential is capped. They
can only see a fixed number of patients in a day. And they have to be there for
every single one of them. That’s linear.
The same holds true for top sales people, chiropractors, and attorneys. Most of
them don’t enjoy the power of residual income either. They may appear to be
rich, but they’re on a treadmill just like most employees.
What percentage of your income is residual? If you’re smart, you’ll start shifting
your income streams from linear to residual. This will give you the time freedom
to do what you want when you want. So, start by turning on at least one new
residual stream this year.
There are many, exciting new ways of creating residual income.
Do you know who Warren Buffet is? He’s the smartest stock picker in history
and the wealthiest investor in the world with a net worth in the tens of billions.
What if Warren Buffet himself were to call you on the phone and give you a hot
stock tip. He tells you to sink every penny into a certain stock. He says that
he’s invested a couple of hundred million of his own money, and he feels the
stock is a sure bet to double or triple in value. What would you say to him?
"Sorry, Warren, but I like to pick my own stocks by throwing darts at the Wall
Street Journal!" Would you listen to the master, or would you continue to do
things your own way?
Well, I’m no Warren Buffet, but through my books and seminars I’ve probably
helped to create more millionaires than he has. If I were to guess, it’s probably
in the thousands of millionaires. And my Multiple Streams of Income book
contains all of my "hot streams" for the new millennium — hot streams you can
start profiting from in your life, now.
My book presents to you, in simple language and straightforward talk, the ideas
where I’ve sunk a huge amount of my own time and effort. What I share with
you are the best opportunities I’ve seen in 20 years. They are certain to create
many residual millionaires in the next 10 years. You could be one of them.
The MONEY TREE Formula
The first step to picking the right income streams is to pass them through the
filter of the MONEY TREE Formula — the nine essential characteristics of the
ideal income stream
Having a Money Tree assumes that you have an effortlessly and continuously
generating stream of cash flow which doesn’t require your presence. In order to
do this, you must be in a position to create, control, and own that stream of
income. Another way of saying the same thing is you must become an
entrepreneur — a businessperson. You may still retain your employee position,
but on the side, as a way of protecting your long-term financial future, you need
to create additional streams of income — ASAP.
On TV recently a couple was interviewed about being laid-off from their longterm
job positions. The wife looked into the screen and said, with tears in her
eyes, "For 17 years we worked hard for our security, and now we’re out in the
cold. It’s not fair." I wanted to reach through the television set and tell her, that
for 17 years she had the illusion of security. She wasn’t secureshe just
thought she was. Working for someone else, unless you own a piece of the
profits, is not security. It’s just the illusion of security.
If you’re going to become a home-based entrepreneur, you’d better learn which
businesses have the potential for creating lifetime streams of income and
which ones are just a dead end way to make a few extra bucks before they
peter out and die. I’d like to teach you a formula for the perfect business. I call
it the MONEY TREE Formula, and it will be very easy for you to remember
because it spells the word MONEY TREE.
M in the MONEY TREE Formula stands for
Multiple Streams of Income
The first goal in starting your own home-based business is to add another
stream of income to your life as a safety net for when one of your streams of
income dries up. But the home-based business you select should be a source
of more than just one stream of income. It should eventually be a source of
multiple streams of income all by itself.
For example, suppose you’re considering buying an existing restaurant. What
possibility will you have to grow?
• Can you add more shops?
• Can you franchise the business?
• Can a food entrée of yours be sold nationwide as a frozen item?
• Can you license your special cooking secrets to other restaurants?
• What about bottling and selling your special sauces?
• What about a cookbook?
Get the drift? Don’t even consider a business that doesn’t have expansion
potential for additional streams of income. That’s why the first M in the formula
reminds you of Multiple Streams of Income.
The O in the MONEY TREE Formula stands for
Outstanding product or service.
If your product, service, or information isn’t distinguishably excellent, it will
eventually become a casualty of competition. The goal of creating a money
tree is to do the work once and to have the money flow to you for the rest of
your life. What good does it do to create a business and eventually have it
succumb to competition? In order for your source of income to survive through
the next ten recessions — as there will be many more recessions in your
lifetime —you must select a product, service, or source of information that has
the possibility to be permanently and perpetually profitable. When times get
tough, people gravitate either to price or to quality. Don’t get stuck in the
middle. That’s a sure formula for disaster. And don’t compete with the rest of
the world on price. Make sure the quality of your produce is outstanding  the
best in the world at a fair price. Thus, you will have a good opportunity of
succeeding long-term.
N in the MONEY TREE Formula stands for
Nothing Down.
Why nothing down? Well, it doesn’t have to be completely zero down — but as
little of your own money as possible. If you’re like most people, you probably
don’t have a couple of hundred grand lying around to invest in your business.
But what if you have a nice chunk of cash, should you run out and find a
business to match your money and launch in? I think one of the greatest
curses is to have a lot of money to put into a new business.
Suppose you want to buy a hot franchise. It might cost you $100,000 and that’s
just for the franchise rights. Then, you need to purchase inventory, leasehold
improvements, special equipment. And what do you get? For most franchises,
you get the right to be tied to a business 12 hours a day, to manage a lot of
undereducated, under motivated employees, and make a steady paycheck for
yourself. In a sense, you are just buying yourself a job. Why spend tens of
thousands of dollars of your own money just to buy yourself a job with a lot of
risk?
I’m going to show you businesses that you can launch with little risk, little or no
money down, and the possibility of creating what I call "walk away" cash-flow
— money that flows to you whether or not you show up.
E in the MONEY TREE Formula stands for
"Employee-resistant."
That’s right! You don’t want employees. Employees are dangerous! They begin
to feel they are entitled to their jobs. ("You can’t fire me. I own this job.") The
rapid increase in employee/employer litigation should be enough to convince
you that you want to find a home-based business that can be done by yourself,
with a very low employee to income ratio.
I used to be the president of a seminar company with over two hundred
employees. I made the decision to downsize when one of the employees sued
me for age discrimination. He was in his late sixties when he came to work for
us, and when we laid him off during an economic downturn he slapped us with
a $500,000 lawsuit. We settled out of court for $2,000, but that was the last
straw. I decided to never again put myself in a position where one disgruntled
employee and a smart attorney could take it all away.
Today, I have zero employees. I make as much today as I used to make with
200 times less hassle. I like it that way. All of my streams of income can be
monitored (in just a few hours a day) from a telephone anywhere in the world.
A friend of mine, Dan Kennedy puts it this way, "When it comes to employees,
hire slow and fire fast." Most business people do just the opposite. They hire
fast and fire slow. I say, try to find Money Tree businesses that don’t require
any employees, and then you don’t have to worry about either hiring or firing.
Y in the MONEY TREE Formula stands for the world
"Yield."
The streams you choose should be high yielding, high-profit cash cows. Five
years ago a friend of mine, Collette, started such a home-based business. In
less than a year she was making about $10,000 per month. What’s more, this
business was a Money Tree business. It generates cash flow even if she stops
working! But why stop when she is having so much fun? Today, after five
years, she has grown her business till she now earns over $500,000 a year
net, net, net.
What’s the yield on that kind of income? It’s the equivalent of having TEN
MILLION DOLLARS in the bank earning only 5% interest! That’s my idea of
yield. In my Multiple Streams of Income book I share exactly how Collette did
this. I also give other businesses that meet the same kinds of Money Tree
characteristics.
T in the MONEY TREE Formula stands for the words
Trend and Timing.
Starting a business against the trend is like swimming up stream against the
current. Running a business is hard enough without trying to swim upstream.
But when you choose a business that is with the trend, it’s like floating
downstream with the current. So, how do you select a business that’s on
trend?
The first time I started a business was just after college. I started buying real
estate. As luck would have it, the time was exactly right. The baby boomers
wanted real estate, and the demand drove prices upward. Anyone who owned
property made a killing. You could almost do no wrong.
Then, I started teaching people how to buy real estate with little or no money
down. My little classified ads brought hoards of calls. It was a feeding frenzy. I
was on trend. My seminar businesses took in more than a hundred million
dollars in the next decade.
The secret is to get in front of a trend and ride the wave. The biggest wave of
our century is the Baby Boom – 76 million people. This generation is four times
the size of the previous generation. As this mass of humanity rolls forward
through time it creates a huge demand wave. Picking businesses which are at
the leading edge of this age wave has created thousands of fortunes. You
need to make sure that your new business is leading this trend and not
following it. It can make a huge difference in your lifestyle.
R in the MONEY TREE Formula stands for
Residual.
We’ve already talked about the importance of residual income as a major part
of the MONEY TREE Formula. But to emphasize this concept even further,
let’s compare it to an escalator. Have you ever walked up a Down escalator the
wrong way? When you walk up the Down escalator, you have to walk fast just
to stay in the same place. And to get to the top, you have to walk at double
speed. People on the Up escalator don’t have to work hard at all. They just
stand there holding the handrail, and the escalator takes them to the top.
These two escalators represent the two kinds of income that you can earn:
linear income and residual income. Our economy is a Down escalator. You
work hard for your money, but with inflation you have to earn three to five
percent more next year just to stay in the same place. But this puts you in
higher tax brackets. The more you make the more taxes you pay. It seems you
work harder and harder without making any progress. Your bank account
balance earns two percent and your credit card balance costs you 20 percent.
You’re going in the hole 24 hours a day. You wonder why you can never catch
up. And if you stop — the escalator just takes you right back down to the
bottom.
That’s what it’s like to earn linear income. When I think of this kind of income, I
think of how they catch monkeys in Africa. A native takes a coconut and cuts a
hole in it, just big enough to allow a monkey’s fist to enter. To the other end of
the coconut the man attaches a long cord. He places a few peanuts inside the
coconut, places the coconut in the middle of a clearing, and hides behind a tree
to wait for the monkeys to come. The monkeys come and smell the peanuts
inside the coconut shell. One monkey reaches inside the shell to grab the
peanuts, but while holding the peanuts the monkey’s fist is too large to escape
the hole in the coconut. The native, then, yanks on the cord and hauls that silly
monkey to captivity because the monkey will not let go of those peanuts to
save his skin.
Are you working for peanuts?
If you’re walking up the Down escalator, you are caught in a Monkey Trap.
What you want is Up Escalator Income. Which escalator are you on?
Here’s a list of the many types of residual income that you want to be
exploring:
• Savers earn interest.
• Songwriters earn royalties on their songs.
• Authors, like myself, earn royalties from their books and tapes.
• Insurance agents get residual business.
• Securities agents get residual sales.
• Network marketers get residual commissions.
• Actors get a piece of the action.
• Entrepreneurs get business profits.
• Franchisers get franchising fees.
• Investors get dividends, interest, and appreciation.
• Visual artists get royalties from their creations.
• Software creators get royalties.
• Game designers get royalties.
• Inventors get royalties.
• Partners can get profits.
• Mailing list owners get rental fees.
• Real estate owners can get cash-flow profits.
• Retired persons can get pensions.
• Celebrity endorsers get gross percentage profits.
• Marketing consultants get a percentage of the profits or gross revenue.
When you go to bed tonight, ask yourself this question, "What percentage of
my day did I spend creating residual income?"
If the answer is zero, you’re in trouble. You’d better wakeup tomorrow and get
busy.
You will find out more on residual income in my book, Multiple Streams of
Income. I hope, now, you see why residual income in the MONEY TREE
Formula is so vital to your life and well being.
E in the MONEY TREE Formula means
Essential to Everybody Everyday.
Whatever you sell, try to pick something that is essential or is perceived as
essential by a large and very motivated segment of society. Let me give you
the real reason that real estate has always been a great wealth creation vehicle
and a prime source of residual income for hundreds of thousands. It fits the
MONEY TREE Formula. Check it out for yourself, and you’ll see why.
Whatever product you choose to market just make sure it’s essential. The more
people need it and the more often they need it, the more
successful your business can become.
E in the MONEY TREE Formula stands for
Enthusiasm.
You’ve got to love what you do. If you hate what you sell, you’ll
never be any good at it. The prime admonition from Gary Halbert,
one of the all time great marketing gurus, is this: “SELL WHAT YOU
LOVE.” The truth is, you’ll never be truly great unless you do.
Well, there you have the nine major characteristics of the
MONEY TREE Formula. These nine characteristics are
essential to the kind of hands-off, hassle-free businesses
that create lifelong streams of cash flow.
As a final note:
In my book, Multiple Streams of Income, we’ll explore in depth the nine
practical businesses, which fit this formula perfectly. I start with the basics, and
help you build a strong foundation for wealth. Then, I expand into the nitty-gritty
strategies and techniques for developing nine separate streams of income.
Finally, I finish with strategies and techniques for protecting these burgeoning
streams of income.
Like Nothing Down and Creating Wealth, I believe that Multiple Streams of
Income will become a long-term perennial bestseller. I’m anxious to bring it to
those of you who are desperate to learn how to obtain lasting wealth and gain
the freedom this affords you.
I know the benefits of multiple streams of income. I know they can work for you
as they have worked for me.
There is no difference between us in our wealth building capabilities. It is just
applying the MONEY TREE Formula to your life, as I have to mine, and then
watching it grow wealth for you.
Congratulations, the Good News is YOU are Now Ready to Be
Prosperous for the Rest of YOUR Life! So, Be as Prosperous as YOU
Want to Be.

Info-Preneuring:
How to Be an Information Multi-Millionaire!
by Robert G. Allen
Welcome to the most exciting and profitable business in the world,
the business of selling information.
I call it info-preneuring. (An info-preneur is an entrepreneur who sells information.) It is
truly the most exciting business in the world. And . . . if you do this business right, within a
few months, total strangers will be sending you money for your ideas. This will happen even
if you think your ideas are worthless! I will show you how Your Ideas Are Profit Empires!
First of all, who am I, and why do I think I can teach you to be a profitable info-preneur?
My name is Robert G. Allen. In the 80's I wrote three best-selling books. Two of them made
it to the number one spot on the New York Times best-sellers list. My first book, Nothing
Down: How to Buy Real Estate with Little or No Money Down, became the largest selling,
longest running financial hardcover book in history. It has been revised twice with the
current edition entitled, Nothing Down for the 90's. A new edition will soon be released for
this new decade. Nothing Down still sells well  nearly 20 years after I wrote it and will
probably continue to sell well long into the future. My second book, Creating Wealth, was
also a number one New York Times bestseller with over a million sold. My latest books,
Multiple Streams of Income and Multiple Streams of Internet Income, hit the New York
Times bestseller’s list only weeks after they were published.
In conjunction with my best-selling books, I have also taught seminars nationwide on the
subject of real estate and creating wealth. Over one million people have been to my free
preview lectures nationwide. Of these, 103,000 people paid me up to $500 to attend my
weekend Nothing Down Seminar and 20,000 people paid me up to $6,950 to attend my five
day in-depth Wealth Training. This is in addition to the millions in tape, video, and
newsletter sales.
I think I can safely say, that no one in the world knows more than I do about creating an
information empire from scratch and teaching others to do the same.
I have hoarded these secrets for years, never revealing how I accomplished so much in so little
time. I didn't do it all alone, of course. Nobody makes it to the top without mentors and a
powerful Mastermind team. What I learned from my mentors and from the School of Hard
Knocks cost me millions, but it was worth every penny. It has only been recently that I have
decided to share this powerful body of knowledge with a few highly motivated individuals.
What you are now reading is the preliminary draft of some of the ideas, which have made me
and my partners literally tens of millions of dollars.
It's a tough business if you don't know what you're doing. But, it can be extremely lucrative
and very rewarding when you've learned the ropes.
Much success, my friend. May you sell a million!
Robert G. Allen
Profit from the
Information Bonanza
Get in the fast lane on the
Information Super Highway!
In case you haven't noticed, the world is
experiencing an information explosion. In
the near future, the majority of the
households in North American will have
access to hundreds of channels of
interactive television giving every customer
instant unlimited access to information,
communications, and entertainment.
In addition, there are tens of millions of
computer screens hooked up to the net ―
yours included. The Internet is exploding.
People are communicating and
sharing information like never
before.
Stake your claim in the great
info-rush of this new millennium.
Who is going to provide all of
the programming for the 500
channels, the on-line databases, and
the hungry airwaves? You are! You
are the source of the ideas, information,
data, and entertainment to fill the voracious
appetite of millions of info-maniacs.
Profit by the shift from the information
age to the communication age.
The serious money in the future,
however, is not just in providing
information or raw data. We are already
drowning in information. We are on
information overload. We are data drunk.
The problem is not a lack of information or
ideas but a lack of information that is
packaged properly. Your job in the future is
to convert the mountains of raw data into
specialized knowledge presented in a way
the consumer can assimilate and use quickly:
Specialized knowledge packaged
properly
NEED: Time Friendly Information
Time is the currency of this new
millennium. Time is our most valuable
asset. Since all of us are already on
information overload, with too much
information to absorb and too little time to
absorb it, we all will be looking for
information that is "time friendly."
We won't want to waste time
studying and reorganizing general
data to fit our unique circumstances
and problems. We'll want
information we can USE NOW,
FAST & EASY.
The best way to distinguish your
information from the hundreds of
competitors is to emphasize the
most important competitive
advantage: YOUR INFORMATION
MUST BE SIMPLE AND EASY TO USE
AND MUST PROVIDE FAST RESULTS.
Your advertising should emphasize this.
Be well-informed in the age of
information "haves and have-nots."
The future is being fired at us at point
blank range, and we will need to react in
lightning quick time. Those who react
slowly will find themselves amongst the
"information have-nots."
In order to be prepared to understand
how to deliver your information in the
fastest and easiest way, you must be
technologically up to speed or you will be
• Organized
• Simplified
• Beautified
• Systematized
• Personalized
• Interactive
• Multi-media
• Delivered to your
house
• Ready to use
• On demand
• Instantly
You
are the
source
of
ideas.
left in the dust. The information business is
moving at Mach 2.
You must be computer literate, and you
must teach your children and employees to
be computer literate. Your customers will
demand it, and your competitors will force
it. You can't hide your head in the sand and
hope the storm blows over. It ain't gonna blow
over. It's only gonna blow harder.
How to turn you expertise and passion
(hobby or favorite past-time) into
lifetime streams of cash flow
Now, with all of this talk of the billions
being spent on the super information
highway, you might be a bit intimidated.
You might wonder how "little old you" can
compete with the big boys. How can you
sell your ideas, you life's expertise in the face
of the media moguls? The
fact is, anyone with a good
idea, persistence, and some
savvy can make a million
dollars selling information.
You don't need a huge
advertising budget and a
staff to spend it.
All you really need is
● An interesting story
● An expertise that people want
● A powerful marketing plan
The Book Within YOU:
Everyone has at least one good book to
write.
It is my firm belief that everyone ―
including you ― has a least one good book
in you. When you've finished reading this
special report, you'll realize that you have
enough information and experience in your
head right now to turn it into a lifetime
stream of income. You have a book in you
that is just waiting to be unleashed.
With some proper positioning, your
book can become the cornerstone of an
information empire.
An information empire?
Yes.
And I'm going to prove it to you.
The next time you wonder whether
"there's gold in them thar hills," remember
the example of 75-year old Walter Swann
from Arizona. A few years ago he wrote a
book about growing up in Arizona with his
brother, Henry. He called his book, Me and
Henry. Sounds like a moneymaking title,
doesn't it? However, no publisher would
publish it. So, he published it himself. No
bookstore would buy it. So opened his own
bookstore. His bookstore is unique: It only
carries one title ― that's right, Me and Henry.
He calls it the One Book, Book Store. The
only book you can buy in his bookstore is
Me and Henry.
Dumb idea, right?
Wrong.
He sells thousands of
books worldwide. And he
makes thousands of
dollars a month from this
one simple idea. In fact,
his business has been so
good that he has written another book. This
one is called, Me and Mama. It's also for sale
in a special room in the One Book, Book
Store. It's called the Other Book, Book
Store.
What I want you to realize is that you,
your life story or your life's expertise have
market value. It may have enough market
value to support you for life.
Turn your life story into money ―
even if you've been a miserable failure.
Almost all success books start off with a
miserable failure. The author tells how he or
she used to be too fat, too poor, too ugly,
too unhappy, too lonely, or too addicted
and through some miracle, will power, or
new found knowledge would enable them to
Your life story
&
Your life's expertise
have
Market Value!
overcome failure and rise to the heights of
success. Let me give you some pretty
impressive examples:
And the list goes on and on. Each of
these info-preneurs used the story of their
rise from the ashes of failure to create an
information empire. Each of them now
produces books, seminars, newsletters, tape
programs, video courses, speeches,
consulting relationships, and infomercials.
They turned their failure-to-success story
into millions of dollars.
You Too Are Worth
Millions!
Everything that has happened to
you, good or bad, has cash value.
Do you ever wonder how those famous
stars on those diet commercials are able to
take the weight off and keep it off? How do
they do it? Where do they get the will power
to lose all that weight and keep it off?
Think! If someone offered your a half a
million dollars to do a diet commercial,
wouldn't you be able to find the motivation
somehow?
Now, take this to the next logical
conclusion. What if someone offered you
ten-million dollars to turn your life around
right now. How much would it take for you
to be motivated to perfect your
relationships, to get in shape, to get your
financial act together, to be a top
salesperson, or whatever. What if you
decided that YOU ARE THE BEFORE
AND AFTER STORY? Fix yourself, then
you, too, can market your new-found "know
how."
You don't even need a unique, new
system. It can be old knowledge, repackaged
and remarketed in new ways. Look at all the
diets out there. There are only three
variables in the diet game: food, exercise
and mental attitude.
Susan Powter, in her hugely successful
diet infomercial and book, "Stop the Insanity!"
doesn't teach anything new. She teaches old
stuff in a unique way. And MAKES TENS
OF MILLIONS OF DOLLARS DOING
IT!
The formula is pretty simple:
● Identify a Core Human Desire/Need
● Find new technology for solving this
Core Desire/Need
● Find a new way to market to this Core
Desire/Need
Let's look at Tony Robbins. Why is he
so successful? He has identified a core
desire/need: The need is to achieve success.
He applied a new technology: Neuro-
Linguistic Programming. He used himself as
the BEFORE and AFTER story. He used a
new way at that time to market:
Infomercials. And the rest is history.
You don't have to do it on such a grand
scale. You can be like Walter Swann and his
tiny One Book, Book Store. The point I'm
trying to make is that one mediocre idea
with some good marketing power can
generate a lifetime stream of cash flow. And
with some crafted opportunity it can turn
into millions of dollars. Everything in your
life has value. The failures. The successes.
It's all part of the equation.
And if you want to get paid millions of
dollars, start trying out how to turn your life
around now, and then tell the rest of us how
you did it.
My story: How one simple idea
grew into a billion-dollar business.
The above formula is exactly the same
one I used to take in over a hundred million
Author Title Subject
Tony Robbins Unlimited Power Success
Susan Powter Stop the Insanity Diet
John Bradshaw Homeward Bound Self-esteem
dollars over the past 20 years. I wanted to
become successful ― to be wealthy. So I
applied myself to real estate in the late
seventies after I got out of college with only
a few hundred dollars in my pocket and no
other source of income.
In a few short years I made a lot of
money in real estate. I started sharing some
of my ideas with friends, who were very
interested. They started using my ideas and
also started making a lot of money.
I wondered if anyone else might be
interested, therefore, I ran a small classified
ad in my local newspaper. It
simply offered to teach them:
“How to Buy Real Estate
with Little or No Money
Down.”
The phone rang off the hook.
I taught small classes at first, then
graduated to large weekend
seminars, then wrote a book,
which helped to promote the seminars, then
on to newsletters, tapes, videos, and on and
on.
The concept of real estate investing was
as old as the hills. What I added to the
equation was to take old techniques and to
repackage them under the banner of a
single, sexy concept, Nothing Down. Here is
the result:
● 2.5 million books at $20 = $50,000,000
● 100,000 seminars at $500 = $50,000,000
● 20,000 trainings at $5,000 = $100,000,000
● Other miscellaneous stuff = $20,000,000
● Total = $220,000,000
That's over two hundred million and
counting, just through my businesses alone.
Then, with all of the knock-offs of
Nothing Down from Dave Del Dotto,
Tommy Vu, Carlton Sheets and dozens of
other copycats, the tally goes into the
hundreds and hundreds of millions of
dollars.
During my lifetime over a billion dollars
is going to be dug out of the mineshaft
called Nothing Down real estate.
Capture
Your Billion-Dollar Idea
Billion dollar ideas are floating around in
the air right now. You have one or two
every day. The key is to learn how to
crack the code, to discover the
combination to the vault. Using new
technology or a new marketing
angle, you can tap into your own
billion-dollar idea.
How to make at least
$1,000-a-day selling "how-to"
information to eager info-maniacs
Once you "crack the code" and find that
your idea or product has uncovered a
hungry market, the next step is to roll out
your marketing to different marketing
media. I first started in the classifieds. Then,
I graduate (fearfully) into display ads in the
newspapers. My first ad was $300. I thought
I was betting the farm! This brought even
more business.
Then, I graduated to full-page ads in the
newspaper. (Which really scared the heck
out of me. Imagine dropping $10,000 on a
single, one time only full-page ad. If it
works, you make good money. If it doesn't
work, you just burned up ten grand or more.
An associate of mine dropped $60,000 in
media for a large seminar on the day before
of a major Los Angeles earthquake. $60,000
down the drain! Ouch!)
From full-page ads, my highly skilled
marketing team moved into television
Making
Millions
form
Nothing
Down
Nothing Down was a Billion-Dollar Idea!
advertising. The infomercial for the Nothing
Down Seminar in the early 80's was the very
first successful infomercial ever produced. It
was created by Roger Larsen who is the
pioneer of seminar marketing and one of
the geniuses of the business. I was so lucky
to have found him and to have been able to
work with him for so many years. (I have
since created and starred in ten different
infomercials. Some had great success and
others were total failures. Ironically, the
cheapest ones to produce seemed to yield
the most money.)
With a winning idea, and many different
media to market it, we then branched into
the many related support products, which
brought in millions of more dollars. Once
you uncover a mother lode of ore, you can
spend the rest of your lifetime digging it out,
as I have done.
With a few minor adjustments, this is
going to be your same trajectory of success.
But before you launch this new business, I
just want to educate you to the fabulous
benefits of being in the information
business as compared to any other business
that you might be tempted to get into.
The Best Business in the World:
Benefits of Selling Information
● Unlimited world wide market
● Easy to research
● Easy to create
● Easy and cheap to test
● Easy and cheap to produce, inventory, and
correct
● Low cost start-up
● High perceived value
● High markup
● Mobility: Operate from any mailbox in the
world
● Copyright protection from competitors
● Prestigious, impressive career  "I'm an
author."
● Satisfying: a permanent record for future
generations
I can't think of a more satisfying career
than producing information products. They
are easy and cheap to create and produce,
fun to sell, and do so much good for the
consumer. I get success letters from
hundreds of happy, satisfied customers each
year who share their great gratitude for how
using my ideas has improved their lives. (I
keep pinching myself.) "You mean, I can get
paid for this?"
Your Three Essential
Info-preneuring Skills
Skill #1: Research and Creative
Expertise
How to research, discover, acquire, and
organize your ideas. It all starts with a core
expertise. What do you know that we don't?
Or who do you know that knows something
that the rest of us need or want to know?
You don't have to spend years learning a
core expertise. You can find some expert
who is under-marketed and take his or her
idea to the marketplace. Just remember to
organize this information in the
communication age style: easy to learn,
simple to use, and yielding fast results.
Skill #2: Packaging Expertise
How to express, display, package,
communicate yourself. Sometimes the line
between success and failure is razor thin. I
know of an info-preneur who spent years
and tens of thousands of dollars creating a
product called Compact Classics. He had taken
and condensed all of the great classic books
in fiction and non-fiction into a two-page
format. Instead of taking weeks to read the
original, you get the meat of the book in
only two pages. Only one problem . . .
No one would buy it. And thousands of
dollars went down the drain. Until it got
repackaged and re-titled . . .the new title?
The Great American Bathroom Book.
The idea caught on and a millions
dollars later, the idea is still pumping out
cash. By the way, you can buy the same
book with either title.
If you are the high brow type, you order
the Compact Classics title. If you are the Larry
Lunch Bucket type, it's the
Bathroom Book. But neither
market would have enjoyed the
book if some savvy packager
hadn't "cracked the code."
Here are some core
packaging skills you will need
to develop, rent, or acquire:
● Find the best prices for
materials,
● Design useful, interesting packaging,
● Create low-cost ways to organize
your materials.
Skill #3: Marketing Expertise
How to sell, distribute, disseminate,
promote yourself and your product. Of the
three skills marketing is the most essential
skill to master. You can market junk with
right marketing campaign. Quality work is
doomed to remain stuck in your computer
data banks unless you learn how to market
it. Here are some core marketing skills
which you will have to buy, rent, or acquire:
● Writing compelling copy,
● Understanding psychology and human
nature,
● Learning the secrets of direct mail
advertising,
● Buying the best and cheapest advertising,
● Tracking your results,
● Managing a database, and
● Tapping into the Internet.
How to find the millions in profits
overlooked by most info-preneurs
You don't need to be an expert in the
above skills, but you do need to align
yourself with the leading experts. For
instance, suppose you go to a local church
meeting on parenting because you are
having trouble with your teenagers. You
find the room is filled to overflowing. You
realize that you are not alone  there are
hundreds of other parents in
your same predicament. A light
bulb comes on in your head.
AHA! Here is a hungry
marketplace.
You listen to the speaker
and see that his material is
perfectly organized for the
communication age. It appears
to be fun, fast, and simple. It
promises swift results and is easy to learn.
You go home and try a few of the
techniques on your own teenagers. Voila!
You have them eating out of your hand in
no time. Hmmmm! There might be
something here.
You call the parenting seminar leader
and find he is just a mom and pop
operation. He doesn't have a clue about
marketing, packaging, or promoting. You
ask him if he would be willing to let you
market him on a non-exclusive basis. It
could mean a few extra thousand in his
pocket. He agrees, and you draw up an
agreement.
Then, you assemble your copywriting
experts to create a preliminary ad campaign.
First, you test in direct mail and limited
classified ads. The ads start to pull. You
branch out onto the Internet and your Web
page is deluged with "hits." You realize that
you've got a tiger by the tail.
Marketing
Is Your
Most
Essential
Skill!
You create more product  tapes,
books, and seminars  and roll out a
massive marketing blitz.
What made all of this
possible? You recognized a
great idea. You got the
rights to market it. You
brought in your team to
help you capitalize on it,
and all of you took
wheelbarrows full of
money to the bank.
Most experts out there
have no idea how to
create, package and market
their expertise. There are
literally thousands of them
out there waiting to be "discovered." You
might be one of them.
5 Rings of Riches:
The vast opportunities that await all
info-preneurs
One of the least understood concepts,
even by successful info-preneurs, is how
vast the opportunities are for making money
from just one good idea. I'll explain this to
you by teaching you what I call the 5 Rings
of Information
Riches.
Think of your
info-business as a
series of 5 concentric
circles. At the center
is the bulls-eye: the
first ring.
Ring One:
Succeeding in your
core expertise.
You must have a
core expertise that is
either a revolutionary new technology or is
an old expertise that has a new marketing
strategy. My core expertise was real estate
investing. I became very good at it.
Therefore, I could teach it to others. As I
said earlier, you don't have to
be the expert yourself. But
you do need to borrow,
license, or acquire the
expertise from someone. You
are looking for an expertise
that has a market that meets
the following characteristics:
Finding a hungry
marketplace
A large and growing body
of interested people,
Who can be easily
identified,
Who have an immediate
need/want/problem,
Who are highly motivated to solve it,
Who have the money to spend
And are willing to spend it,
In an economic climate that encourages
spending.
Think of your market as a school of fish.
Does your market contain enough fish?
Is it a growing or
declining school of
fish?
Is it easy to find
where they are and
what their feeding
pattern is?
Are they really
hungry?
Is the weather
cooperating for the
ideal fishing
conditions?
Is there a certain
bait that makes them
"bite like crazy?"
Are they willing
to come out of the safe, dark depths of the
bottom to fight for this new bait?
You make
money, your
expert makes
money, and
your
information
empire is
launched.
Ring One
Ring Two
Ring Three
Ring Four
Ring Five
Cracking the Code!
Once you have identified your market
and your expertise, then the process of
"cracking the code" begins. What I mean by
cracking the code is to find out how to offer
your expertise in such a way that the fish
"rise to bite."
Real estate investing was not new. But
offering to show people how to buy it with
little or no money down was just the right
bait at the right time. There was a large and
growing school of baby boomers who were
moving into their prime home buying age in
the late seventies. Inflation forced house
prices upward and created increased
incentive to buy, now. The climate was
right, the school of fish was hungry, and
they needed to buy. My information was
perfect.
Later in the eighties, the climate
changed, inflation died, government tax laws
discouraged investment, and the baby
boomers moved onto other interests. This
doesn't mean there aren't still millions to be
made in real estate or in real estate
information. But the "feeding frenzy" is not
as intense at it once was.. You are looking
for a situation where the feeding frenzy is
about to begin.
Basically, there are no real new or totally
unique human needs or wants. They have
been the same forever: Sex, money, selfesteem,
health, relationships, beauty, and
greed. Your information should tap into one
of these universal wants/needs and whip up
a large and growing school of fish into a
feeding frenzy.
What will cause a Feeding Frenzy?
• The title you select,
• The words you use to market your
information,
• The benefits your information offers,
and
• The way it is packaged.
Once you have discovered the right
combination of message and media, you
have cracked the code. Then, you are ready
to move to the next ring.
Ring Two: Teaching others specific
know-how to succeed in your core
expertise
First, I made money by investing in real
estate (Ring One) Then, I taught others how
to succeed in real estate just like me (Ring
Two). There are about twenty ways to sell
this Ring Two information. In other words,
there are twenty separate $100,000 + a year
businesses that result from having cracked
the code. Here is an incomplete list:
Ring Two Businesses Growing from
Your Core Expertise
1. Author: Selling information to other
publishers.
2. Desktop publisher: Self publishing for
yourself or others.
3. Seminar promoter: Selling information in
seminars.
4. Public speaker: Selling information from
platform.
5. Telecommunicator: Selling info via
teleconferences.
6. Newsletter editor: Selling info in monthly
format.
7. Computer programmer: Selling info via discs
and CD's.
8. TV producer: selling info via TV
infomercials/shows.
9. Personal consulting: Selling personalized,
one/one info.
10. Professor/teacher/trainer: Education,
corporate, public.
11. Freelance writer: Selling info in magazine
articles.
12. Syndicated columnist: Selling info in
newspaper.
13. Media expert: Informing those who inform
others.
14. Talk Show/Info host: radio or TV.
15. Magazine publisher: Packaging info in
magazine form.
16. Game designer: Selling info packaged as a
game.
17. Calendar creator: Selling info packaged as a
calendar.
18. Product designer: Selling info on T-Shirts,
mugs, posters.
19. Licenser: Licensing expertise/name/ideas to
promoters.
20. Online expert: Producing online services
and products.
21. Audio cassette marketer: Creating audio
programs
22. Internet expert: Show people how to market
on the net
Most successful info-preneurs have only
tapped into a few of the above businesses.
They are leaving millions of dollars on the
table. Once they see the big picture, they are
more able to capitalize on the opportunities
around them. Then, they are ready to
expand into the third concentric circle or
what I call, the Third Ring.
Ring Three: Using your specific
experience to teach general success
skills to your market place.
For example, one of the
greatest salesmen in the world, Zig
Ziglar, honed his sales skills selling
pots and pans. But there wasn't a
large and growing market of
hungry pots and pans salespeople
to market his expertise to.
Therefore, he became a general
expert in the broad field of sales
training. He went from specific
expertise to general expertise and made
millions of dollars.
Mary Lou Retton won gold medals in
the 1984 Olympics for gymnastics. There
wasn't a big market for her information to
other gymnasts. She now delivers general
success and motivation speeches to
corporate audiences worldwide on the
subject of how to be a gold medal
performer. She makes huge speaking fees
and enjoys a nice info-preneuring income
from her Third Ring.
Other Third Ring opportunities are
listed below:
Success trainer on the subjects of:
Success and motivation
Leadership
Goal setting
Time management
Sales training
Management
Team building
Stress
Business consultant on the subjects of:
How to run a successful business
Entrepreneurship
Advertising
Marketing
Strategy
Financial analysis
Computer services
Marketing your services on the Internet
There are literally thousands of
successful Third Ring info-preneurs
nationwide. Harvey MacKay (with
his best-selling book How to Swim
with the Sharks and a host of other
books) is one example. He made
his fortune in the envelope
business in Minnesota.
What do envelopes have to do
with you?
Nothing.
But he claims that his great success in
the envelope business has given him the
right to teach us all kinds of general success
principles in the areas of sales, management,
and positive attitude. And he makes millions
turning his specific know how into general
how-to information.
Tell others
how to be
successful
like you
are.
Ring Four: Marketing other
products to your database
Once you have attracted a growing
satisfied customer database, you may
approach your database with other products
and services.
For example, my original database is
comprised of people who have attended my
real estate seminars. But in reality these
people are entrepreneurs who like to
explore other moneymaking opportunities.
I can mine more money from my
database by pursuing four separate routes:
1. Mailing list rental agency
I could rent my list out to other similar,
but non-competing, businesses to try to sell
their products. Some lists generate hundreds
of thousands of dollars in list rental fees to
the primary info-preneur. There's a gold
mine in those names! That's why it's so
important to gather and take care of every
name you do business with.
2. Lead generator for other
businesses:
I could identify all non-competitive
ancillary businesses that serve my database
and use my influence to
convince my clients to
buy other products. For
example, someone
comes to me with a
seminar on Discounted
Mortgages. They tell me
that they will pay me $1
per name for every
name on my database for the privilege to
use my database for marketing their
products. This is without my endorsement.
My customers do not know that I am
involved. They just receive a mailing piece
for the product and choose to buy or not
buy.
This could be even more lucrative if I
choose to write an endorsement letter
encouraging my customer to use the
product. This is called an "endorsed
mailing." Of course, the seller of the
product is much more acceptable to my
database if I give a hearty endorsement so
the fee for this privilege is higher.
3. Joint venture partner:
In some instances, you may even choose
to split profits on the sale of a product to
your database. In one seminar arrangement,
I split profits 50/50 with a seminar
promoter who sold a seminar to my
database. I appeared at the seminar and gave
a hearty endorsement for all of my graduates
to come. In this case, the profit generated
was much higher.
4. Direct marketer
If you have built up a great relationship
with your database, you may even influence
them to buy other products that the ones
you are known for. This includes even
totally unrelated products. I have sold
cruises, other seminars, and various financial
products. If they trust you, they will buy.
Ring Five: Support Services to Infopreneurs
in other four rings
At the outer edge of the five concentric
circles is Ring Five.
Some info-preneurs
don't service the general
market. They focus on
other info-preneurs.
Once you get good at
marketing information,
building databases,
taking care of your
customers, and the like, you may also wish
to share your new expertise with other infopreneurs.
If you were an especially gifted
copywriter, you may want to hire out your
copywriting services to other info-preneurs.
You see, whatever your experience in
life, there is always a market for it. So keep
Whatever your
experience in life,
there is always a
market for it.
all of your ads, your tracking procedures,
keep everything that relates to creating your
successful business. Eventually, you may
want to use it again in teaching others how
to do what you did.
The following is a listing of at least 20
support businesses for info-preneurs:
Printer
Copywriter
Selling specific advertising concepts
Audio producer
Editorial services
Mailing list broker
Graphics artist
Ghost writer
Speech coach
Literary agent
Venture capitalist
Infomercial producer
Info-marketing coach
Video reproduction
Cassette duplication
Advertising agency
Public relations
Book reviewer
Researcher
Information broker
Computer strategist
Internet webmaster
Web consultant
Examine these ideas often when you're
thinking strategically about the direction
your new company will take. For instance,
as you look down the list of Ring Two
opportunities, which one strikes you as your
lead businesses and which ones will you
follow with?
You may be interested in teaching
seminars and using that as a base to
establish a consulting business and from
there into a newsletter business. Or will you
write and market your own book, and then
follow with seminars and newsletters. Or
will you write a newspaper column which
gives you leads to sell a home study course?
You choose the info path that fits your
personality, but eventually you will expand
out to all layers of depth in each of the five
rings.
The Info-funnel:
Attracting lifelong customers into your
inner circle
Now that brings us to probably the most
important concept in all of information
marketing. I’m sure I didn't originate this
concept, but I have certainly developed it to
meet my own understanding of the
business.
Let me explain by describing how we
found customers for our real estate
seminars.
First, we would place a newspaper ad to
invite people to come to a free 90 minute
seminar or lecture.
Out of all of the universe of people who
might be interested in real estate investing,
let's assume that 200 people showed up.
These people became part of my funnel.
Those that didn't show up were outside my
funnel. By coming to the free seminar, the
200 people demonstrated that they were
"warmer." They were willing to expend
effort to learn more. In sales terms these
were "prospects or leads." They were warm
leads but had not yet spent money.
We knew that a certain percentage of the
audience would always buy a seminar right
there on the spot. For a $500 -$1,000
seminar it could be as high as 20%.
Generally, it was 10-15%. Just looking out at
the audience we knew that at least 10% had
come there that night ready to do
something.
Those who bought and came to the
weekend seminar became highly qualified
leads. They had tasted more of
the product, had liked it, and
now were likely to buy other
products or seminars.
Visualize the free people at
the wide, open part of the
funnel, those who attend the two
day seminar further into your
funnel, and finally the few who
get everything you have to
offer―passing through the
narrow part of the funnel ― into
your inner circle. These are your
lifetime customers ― your
groupies. They like what you do,
and they'll be lifelong fans. These are your
most valuable customers.
Determining the LTV of
a customer in your funnel.
Just what is the value of a customer who
enters your funnel and stays in there for a
long time? Tom Peters says that every time a
Federal Express courier comes into his
office, the driver should see $180,000
stamped on the head of the secretary. His
small firm of 30 people has a $1,500 a
month courier bill. That's $18,000 a year
times ten years for a total Long Term Value
(LTV) of $180,000. And if the secretary
convinces just one other customer to start
using the service, the value doubles. But
most mail couriers think that the value of
the customer is just the $13.95 they spend
today. Each of your customers is worth
thousands of dollars if you'll take care of
them. They are worth much more than the
initial $20 book or $500 seminar. The
ultimate goal is to keep that customer loyal
to you and your products for ten years or
more. So by offering great service and value
the customer can be enticed to remain
forever. The longer they stay, the deeper
they go, and the more money you make.
Profits are always higher from repeat
customers.
Sometimes you can afford to lose
money on the front end (in a free seminar
or a free report) in order to
entice a customer into your
funnel where you can offer
more profitable services. So,
the funnel starts out with your
least expensive items at the
open end of the funnel and
ends with your most expensive
item at the other end.
Frankly, this is one of the
reasons that you are reading
this free report. I realize that
many who read these very
words will file this report in
some forgotten folder and forget about it.
But a few, sharp readers will want to know
more. I’ve designed a powerful way to work
with a few of you to help you get started on
your road to information fortunes. Just by
requesting this free report, you will receive
more information on how you and I can
work together to launch your information
empire.
How to Find Customers and Keep
them.
Remember what my friend, Mark Victor
Hansen, taught me:
"The sole purpose for your business
is to Find Customers and Keep
Them."
The key to keeping customers in your
funnel is to develop a long-term relationship
Each of
your
customers is
worth
thousands
of dollars to
you.
with them. A customer on your database is,
not just a name on a computer, it's a real
person with changing and
evolving needs and wants.
Customers don't exist in a static
world where nothing changes.
They are being constantly
bombarded with a hundred
other options.
You need to do whatever it
takes to keep them loyal to you
and to keep them out of your
competitor’s funnel because the
long-term pay out is so great.
Any marketer will tell you
that the hardest and most
expensive sale is to a new, cold
prospect who has never heard of you
before and has never tired your product.
The cheapest, easiest sale is
from a satisfied customer. If you
want to have a real tough time in
business and if you want each
sale to be hard and expensive,
then play the old game of “find
the new customer.”
You cannot survive in the
competition in this new
millennium by constantly being
forced to find new customers.
You must make it easy by
taking care of the ones you find
and by making it easy for them to
tell their friends about you.
clipping coupons saved their customers time
and money. Brilliant! No wonder they had a
150% response.
The
cheapest
&
easiest
sale is
from a
satisfied
customer.
The following is a specific example on how building long-term relationships with
your most valued customers can pay off big. It comes from a great book on marketing,
The Great Marketing Turnaround: The Age of the Individual and How to Profit From it. By Stan
Rapp and Tom Collins published by Prentice-Hall. I quote from page 62.
"The mid-sized Ukrop's (supermarket) chain, with 18 stores and a 25% market share in the
Richmond area, was facing increasingly tough competition. The area had experienced a 25% increase in
the total number of grocery stores and supermarkets in just 5 years. Looking for a competitive
advantage, brothers James and Robert Ukrops, .set up a test program. A mailing was sent to
households near the test store, inviting them to become a Ukrop's "Valued Customer" and enjoy
"Automatic Savings Without Clipping Coupons." Members would receive a bar-coded plastic card to
be presented and scanned each time they made purchases. And they would get a monthly statement
listing the "electronic coupons" and rebates automatically credited to their account based on their
purchases of brands offering special deals at the time -- and telling them which product purchases would
qualify them for additional credits. Every three months, members would then receive a voucher for credits
earned, and it could be used like cash at Ukrop's.
They sent out 5,000 test mailings and signed up 7,500 customers - a 150% response
any direct marketer would envy! Within three months, overall sales volume in the test store had risen
10%, and two-thirds of the sales were coming from Valued Customers. Within two years Ukrop's had
expanded the systems to all of its(now 20) stores, and was mailing out to 196,000 members each month
its newsletter, Ukrop's Valued Customer News."
Build a million-dollar database relationship with your valued clients.
Did you notice what made the new
program so successful? They made
shopping easier, simpler, and more
profitable. Automatic savings without
It has been said, "Sell the sizzle and not
the steak." I say,
Sell the sizzle
BUT DELIVER THE STEAK!
AND
the salad
AND
the hors d'oeuvres
AND
the dessert
AND the after dinner drink,
AND
the limo ride to and from the restaurant.
TAKE CARE OF YOUR
CUSTOMERS. THERE'S A HUGE
BOUNTY ON THEIR HEAD!
Whether you’re selling widgets
or information, you must create a
relationship with your clients
whereby they feel that you are
their ultimate source for
everything they want in life.
If you are in the information
business, proclaim yourself as their
information source ― as their data
detective. You can follow your
customers for life and refine and
adapt your database to their
changing lifestyle needs.
In the early eighties the baby
boomers on my database wanted nothing
down real estate. But as they moved
through the subsequent decades they
became consumers for dozens of other
information products such as:
How to invest/make money
How to find bargains
Retirement planning
Estate planning
Mid-life crisis counseling
How to make 200% per year in the
stock market
Making a fortune on the Internet
By tracking their needs, as their
information detective, I am able to supply to
them with what they need at all the various
stages of their life. Once they are in my
funnel, I try to keep them there forever.
Just how quickly can you turn an
idea into cash?
Well, having established this foundation,
let's explore a 12-Step Getting-Started
Action Plan, so you can get some cash
flowing into your life.
Do you remember the definition of a
straight line from your days in math class?
It is the shortest distance between two
points.
So what is the definition of a
MONEY LINE?
It is the shortest distance
between an idea in your head and
a check in your mailbox.
Suppose you wanted to see
how fast you could turn an idea in
your head into cash. What would
the actions steps be? There are at
least 12 of them:
12-Step Surefire
Getting-Started
Action Plan
Step One:
Identify/create a database that
matches your P/E ratio.
If you want to prosper in the
information business for a long time, you
should be marketing information that
matches your passion and your expertise. I
call this the P/E ratio. It is possible to
market information that you are not
passionate about. But at the very least, you
should be an expert in that subject.
Conversely, it is possible to market
12-Step
Plan to
Get
Cash
Flowing
into
Your
Life.
information that you are not an expert in.
But at the very least, you should be
passionate about it. Better, of course, to be a
passionate expert.
Let's suppose your subject is making
money fast ― a subject that you are
passionate about and have some expertise
in. You would like to share this information
with the world and make millions doing it.
The first step would be to find a database of
people who have shown an interest in
money. By exploring the Standard Rate
and Data Survey publication at your local
library you can see lists and lists of
publications, newsletters, magazines, etc.
that cater to people who are interested in
making, saving, and investing money.
By consulting with one of the many list
brokers advertised in Direct Marketing
Magazine or from a referral source, you try
to identify a current mailing list of potential
customers for your information. The
characteristics of this mailing list should
match what we discussed earlier: your audience
should be a large and growing school of fish that is
hungry and ready to be whipped into a feeding
frenzy.
If you have an existing database of your
previous customers, you should probably
test your new idea on them first. But if you
are starting from scratch, then you'll have to
build a new database from
• The names of your
closest friends,
• Family members,
• The groups or
associations you
belong to,
• Your co-workers, and
• Anyone else you meet for the rest of your
life.
Other than finding and keeping
customers, the most important function you
must perform as an info-preneur is to
constantly build your database.
Using your current customer database or
a cold list, as selected by your list broker,
you need to determine the profile of your
ideal customer.
Who is your target audience?
How old are they?
Where do they live?
What are their interests?
What magazines do they read?
Rather than renting a list, the Internet is
the hottest place to build your own list.
Notice how we acquired your name. You
must have visited my site and requested to
receive my e-zine along with Special
Reports. I hope you’re enjoying the free
information. I’ve tried to give great value for
your click.
Every time people request the free
information, I acquire their e-mail address.
And periodically, I send out a special e-mail
packed with more moneymaking ideas. This
builds a loyal customer base that has
specifically requested information about my
subject ― how to make money.
I’ll never forget when the power of an
Internet database was demonstrated to me
for the first time. A colleague came to my
house to show me how to make money
from the Internet. I was expecting it to take
days, but I was astounded with what
happened. He typed in a short message to
his growing e-mail
subscriber list in
which he offered to
sell them one of my
tape packages
(normally priced at
$60) for only $30 ―
half price. I agreed to
the low price as a test because I realized that
at this price my costs would be covered and
I could still earn a modest profit. He sent
the e-mail to a small list of his Internet
newsletter subscribers and within seconds,
the orders started pouring in ― people were
so eager to get the special offer that they
gave their credit card numbers in their emails.
I was amazed. It was so easy!
Important Function:
Constantly build your
database!
The power of building an Internet
database is ― that most people will NOT be
interested in your offer at any given time ―
but that a tiny percentage will be VERY
interested.
Suppose you have a list of only
1,000 people. What kind of response
would you need to make $1000 a day?
► Only one person in a thousand to
buy your $1,000 hands-on training,
► Two people for your $500 home
study course
► Four people for your $250 special
package deal,
► Ten people for your $100 kit.
► You only need a 1% response
rate!!!!!!
And the larger your list, the more
money you make ― or the lower
response you need in order to make at
least $1,000 a day!
The key is the list. Now, you are on my
list. Eventually, I’ll offer something that is
so enticing, so valuable, so interesting to
you, so rare that you, too, will want to be
one of the few who take advantage of that
week’s special offer. And we’ll both win.
So, how do you create such a list?
Step Two:
Discover what information is vital to
your chosen database.
This is called market research. Just what
do your customers want? Have you ever
asked them ― called them up on the phone?
Are you trying to sell them what they want
or what YOU think they need?
Ask. Ask. Ask.
Find out what information is vital to
them and how they want that information.
There are many levels of information. At
which level do your customers want to be
informed?
Do they want raw data?
(The number of foreclosures in Los
Angeles County or the number of cars on
the freeway at rush hour?)
Do they want preliminary
information?
(A special report on the main causes of
cancer in females over 50 and how to
prevent it?)
Do they want in-depth know-how?
(A complete home-study system on how
to raise happy and healthy children?)
Do they want skills training?
(A hands-on experiential 5-day training
on how to be a successful public speaker?)
Do they want personal consulting?
(Toll-free or face-to-face coaching on
how to invest your personal money in
stocks?)
The deeper the level of information is
the more you can charge for this
information.
How much information do they want?
How much are they willing to pay?
These are all important questions which
you would do well to ask to a hundred
people before you ever put your fingers to
the keyboard.
Step Three:
Discover who is already providing
information to your database.
Ask your target database, “Where they
are currently obtaining their information?”
Your objective is to discover who are the
top information providers in your subject.
Who are the best? They must be doing
something right. Make a list of the top five
information providers.
Step Four:
Discover how the five best
communicate and sell to your target
database.
► Call each of your top five
information competitors.
► Pretend to be a customer and ask
each of them to send you their sales
literature.
► Ask where they are advertising.
► Find out, if possible, how they get
their leads.
► Solicit their mailing pieces.
► Visit with their top salespeople.
► Let their telemarketers try to sell you.
► Find out what benefits they
emphasize.
► Determine the features they brag
about.
► Gather information.
► Let your subconscious simmer about
it.
Step Five:
Discover what info/service/feature is
missing from your competitors.
► Let their salespeople sell you.
► Become a customer.
► Get their product.
► Rip it apart.
► What makes it so special?
► Is it a matter of design?
► Is it a matter of marketing?
► Find out their strengths.
► Probe for weaknesses.
► Notice how other upstart
competitors are making inroads into
the market share of the top five
companies.
► How are these smaller companies
surviving?
► What do they say to draw away
customers from the big boys?
► What niche are they exploiting?
► Ask your target database what they
don't like about your competitor's
product.
► Ask them what they would add to
your competitor's product to make it
perfect.
► Ask them what they would delete
from your competitor's product that
is not necessary.
► Ask them to design it exactly the way
they want it.
► And remember, at the top of the list
of competitive advantages is ease of
use and quick results.
Step Six:
Create a competitive advantage.
Position your product better.
Remember, people are lazy.
If they have a choice between easy and
hard, they'll take easy EVERY SINGLE
TIME!
If they have a choice between fast and
slow, they'll take fast EVERY SINGLE
TIME.
If they have a choice between simple
and complicated, they'll take simple EVERY
SINGLE TIME.
If you can provide these things at a price
that is a bit lower than your competitor,
odds are that you'll steal a bunch of
business.
Now, a word about competition.
Sometimes beginners start with what
they feel are unique ideas and naively rush
off to start their businesses. Soon they
discover that someone else is already
marketing this idea ― sometimes with a very
similar title or name, so they get discouraged
and often give up.
First, understand that there is an
enormous number of people in the world. If
you can just entice 1/1000 of 1% of the
population in North America (that's 2,800
clients!) into your funnel and take care of
them, you'll probably be set for life.
(Remember the LTV of a customer. If each
one of these customers spends just a $1,000
with you over the next ten years, that's
TWENTY-EIGHT MILLION
DOLLARS!)
Second, remember that big companies
can get knocked off by smart competitors
who start from scratch with long, long odds
of success. MCI is doing extremely well
against ATT. Federal Express is doing
extremely well against the US Postal Service.
Compaq computer company is doing
extremely well against IBM. The Discover
Card is doing extremely well against
MasterCard and Visa. Even Robert Allen
did extremely well against all the other real
estate books and seminar operators that I
leap-frogged over in the 70's and early 80's.
New technology and super charged
marketing can deal a mortal wound to your
competitor. Just because they've been
around for 100 years doesn't mean you
should go back to your day job.
You should read the book, Positioning:
The Battle for Your Mind by Trout and Ries.
Great book! It will teach you how to
position your "David" product against a
"Goliath" competitor.
When you are done positioning, your
product must be better.
Emphasize your competitive advantage
in such a way that makes your competitor's
product appear obsolete. MasterCard did
this with American Express. "It's
everywhere you want to be." Their ads
showed how American Express is not
accepted everywhere.
"When you absolutely, positively have to
have it overnight." Just saying that
emphasized the fact that the US Mail was a
dinosaur and that Federal Express was the
new jet-pony express. People were willing to
pay 50 TIMES the price of a first class
stamp just to get their information three
times faster.
To gain a competitive advantage, your
information must be,
Faster
Cheaper
Smaller
Simpler
Easier
More efficient
Prettier
More secure (guaranteed)
More features
Better value (combining features)
Better design
Better service
More advertising
Better advertising
More available
Step Seven:
Create your ad.
As I said before, marketing is the key.
Having determined your competitive
advantage, you have to create advertising
that causes people to ACT! I go into great
detail on this subject in my advanced course
on Info-Preneuring (Call 1-801-852-8700
for information.) We cover the following
information:
Advanced Impact Marketing: One
Powerful Ad Can Make You a Fortune.
How To Get Your Message Across
In The Overcrowded Airwaves.
How To Get Your Customers To Beg
To Do Business With You.
Ethical Strategies For Persuading
Anyone To Buy From You-NOW!
Breakthrough Results: 10 Ways To
Double Your Ads Response Rate.
Your ad should emphasize the Ultimate
benefit your product promises.
What is the amazing miracle cure
your information can provide?
Dr. Jeffrey Lant, one of the
leading experts in selling
information products, says that
some of the major Ultimate
Benefits are:
Financial Stability
Health
Love
Security
Salvation
Self-regard
Community and peer recognition
Independence
Sexual fulfillment
Beauty/desirability/personal
attractiveness
The headline of your ad should promise
an Ultimate Benefit, as well as your
competitive advantage.
The copy of your ad should describe as
many other benefits as you have space to
describe.
Of secondary importance in your ad are
the features of your product.
What is the difference between
benefits and features?
Features describe your product. Benefits
are what your customer gets when they use
your product. When you talk about your
product, you are doing "feature" selling.
When you talk about results, you are
"benefits" selling.
For example, when airlines want to sell
you airline tickets to Hawaii, how do they
do it? Do they describe the kind of aircraft
you'll be flying in? Do they brag about the
airline meals? Do they describe the
legroom? Or do they show you pictures of
palm trees, and sun? Palm trees are benefits.
Legroom is a feature. You'll get more people
to Hawaii with palm trees.
Features are for the head.
Benefits are for the heart.
Features are about logic. Benefits
are about emotion.
Emotion will outsell logic ten
to one. Logic may be an
important part of the sale ― but
only after you have engaged their
emotion.
There is a lot more about marketing
than I can cover here. It is, in fact, a lifelong
study. However, there are shortcuts:
• Tricks that we pros have learned.
• Words that can double sales.
• Phrases that can cause your phone to
ring off the hook.
• Strategies that can cause people to beg
to do business with you.― as
impossible as that might sound to you,
now.
When you see me speak to an audience,
you will see people literally leap out of their
seats to do business with me. After speaking
for many years, I have discovered and
perfected a scientific set of principles that
cause people to take action immediately.
These principles work EVERY TIME! I
hope I can have a chance to share this
information with you personally.
Step Eight:
Rent your target database for a limited
test.
When your ad is done, you are ready for
the test.
Start cheap.
Emotions
will
outsell
logic ten
to one.
Try regular newspaper classifieds or online
database classifieds.
Cross your fingers. Let's hope your
phone never stops ringing.
Step Nine:
Test until you find a message that pulls
at least a 1% response.
What makes the Internet
so perfect for information
marketing is the free
classifieds. There are
thousands of places where
you can place your free
classified ad and test the
response of your ads at
ZERO cost. It’s incredible.
But even classified ads in
regular daily papers are
relatively inexpensive. And
once you discover an ad that
pulls, you can run it in one of
7,000 different newspapers.
That’s multiplying your
advertising response by 7,000 overnight.
Step Ten:
Test many different media to see which
is most productive
Try newspapers.
Try magazines.
Try periodicals.
Try newsletters.
Try the Internet.
Some will produce gushers of cash flow.
Others will be dry holes. It may take months
of testing to discover which is which.
Step Eleven:
Roll out your marketing campaign in a
major way.
Prepare a well-structured marketing
campaign. Don’t buy advertising just
because a good salesperson is highly
persuasive. Study where to place ads that
will do the most good for you after you
have tested them and re-tested them. If an
ad is pulling a desired percent, don’t change
it because you have grown tired of it or
because a salesperson suggests it.
Use free publicity and paid advertising
to augment one another. For example,
write an article for a magazine and also
advertise in the same issue. The article
shows that you are an expert, and the ad
invites the reader to do
business with you. Together
they will more than double the
result of each one run
separately.
Work desired areas of the
country to get maximum
exposure in the shortest
period of time. This will
intensify your target market’s
awareness of you and what
you have to offer and will help
intensify the buying frenzy.
Step Twelve:
Test other Ring 2 versions
of your winning info-product (CDROM,
newsletter, seminar)
Once you have a winning ad for a
winning product and you have rolled out
your marketing campaign, it is time to start
strategizing the next versions of your
information. If you'll look back to the 5
Rings of Riches, you will see that there are
22 ways to sell your information in Ring 2.
Ironically, each different version of your
product will have a different price range and
will reach totally different audiences. Just
like hard cover book buyers are totally
different from paperback book buyers, so
are CD-ROM buyers different from audio
cassette buyers. And happily, some of your
regular customers may want to have your
information in several different formats ―
one for the car, one for their CD player, one
for their computer, one for their night
stand, one for library, one for their
telephone, etc. If they love you and your
The Internet
is perfect
to test
your
classified ad
––&
&
it is Free!
information, they're going to want all of you
that they can get.
Well, that about covers the broad
subject of Info-Preneuring. I've tried to
touch all of the bases and give you the big
picture. There's much more to learn, but
this should give you enough information to
convince you that you should
jump into the information
marketing business with both
feet.
One last word of advice: On
my office wall I have a sign. It
says,
I make money by writing words.
The more I write, the more I make.
Therefore,
Write 1000 words today!
I have calculated that
whenever I write a word on a
page ― like this one ― and I get
it out to a customer ― like you
― I eventually make $20 per
word. If I want to eventually
bring in a hundred dollars, I
write five words. One. Two.
Three. Four. Five. There, that
was $100. If I want to make
$1,000, I just write 50 words.
500 words equals $10,000 and so on.
Why do I make so much money for
every word I write? Because every time I
write a best-selling book, it is placed into
tens of thousands of bookstores. Every time
a book sells, I not only make the 15%
royalty of the cover price of the book
(usually about $3 per book). However, that
is not where I make major profits. The book
is a lead generator for many more backend
products.
Within the pages of each book I have
secret ways of capturing the name of the
book buyer ─
* Who now becomes part of my Info-
Funnel,
* Who now is offered more of
the products I have lovingly
created for him or her,
* Who then tells three or four
friends about me,
* Who also go out and buy my
book.
* Who also get enticed into my
Info- funnel,
* Who then tell their friends,
* And so on, and so forth.
So that every word I write
eventually results in somebody
sending me money ― at least $20
for every, single word.
So, you see, I don't get
writer’s block. Ever! Whenever I
have to make a decision about
whether to watch some
worthless TV show or to sit
down at my computer and write
my 1000 words today ― my
computer always wins the battle.
If you knew that you could
make $20 a word, wouldn't you be more
motivated to write your 1,000 words right
now.
Why are you still reading?
Get Writing!
(P.S. My computer just did a word count in
this special report. There are 10,189 words.
This is good. Very good.)
1,000
words a
day at $20
per word =
$20,000
per day,
which is
Great Pay
that
can be
generated
over and
over again!

How to Be an Information Multi-Millionaire!

Info-Preneuring:

How to Be an Information Multi-Millionaire!

by Robert G. Allen

Welcome to the most exciting and profitable business in the world,
the business of selling information.
I call it info-preneuring. (An info-preneur is an entrepreneur who sells information.) It is
truly the most exciting business in the world. And . . . if you do this business right, within a
few months, total strangers will be sending you money for your ideas. This will happen even
if you think your ideas are worthless! I will show you how Your Ideas Are Profit Empires!
First of all, who am I, and why do I think I can teach you to be a profitable info-preneur?
My name is Robert G. Allen. In the 80's I wrote three best-selling books. Two of them made
it to the number one spot on the New York Times best-sellers list. My first book, Nothing
Down: How to Buy Real Estate with Little or No Money Down, became the largest selling,
longest running financial hardcover book in history. It has been revised twice with the
current edition entitled, Nothing Down for the 90's. A new edition will soon be released for
this new decade. Nothing Down still sells well  nearly 20 years after I wrote it and will
probably continue to sell well long into the future. My second book, Creating Wealth, was
also a number one New York Times bestseller with over a million sold. My latest books,
Multiple Streams of Income and Multiple Streams of Internet Income, hit the New York
Times bestseller’s list only weeks after they were published.
In conjunction with my best-selling books, I have also taught seminars nationwide on the
subject of real estate and creating wealth. Over one million people have been to my free
preview lectures nationwide. Of these, 103,000 people paid me up to $500 to attend my
weekend Nothing Down Seminar and 20,000 people paid me up to $6,950 to attend my five
day in-depth Wealth Training. This is in addition to the millions in tape, video, and
newsletter sales.
I think I can safely say, that no one in the world knows more than I do about creating an
information empire from scratch and teaching others to do the same.
I have hoarded these secrets for years, never revealing how I accomplished so much in so little
time. I didn't do it all alone, of course. Nobody makes it to the top without mentors and a
powerful Mastermind team. What I learned from my mentors and from the School of Hard
Knocks cost me millions, but it was worth every penny. It has only been recently that I have
decided to share this powerful body of knowledge with a few highly motivated individuals.
What you are now reading is the preliminary draft of some of the ideas, which have made me
and my partners literally tens of millions of dollars.
It's a tough business if you don't know what you're doing. But, it can be extremely lucrative
and very rewarding when you've learned the ropes.
Much success, my friend. May you sell a million!

Robert G. Allen