0 TO 6 FIGURES

IN 90 DAYS
The Secrets To Successful
Membership Based
Programs In Your Business

DIANE CONKLIN &

CASEY GRAHAM
INTERVIEW-PART 1
TRANSCRIPT

0TO6IN90
Diane Conklin (Complete Marketing Solutions) Interview Casey Graham
(GivingRocket.com) - Part 1

Diane: Hello, my name is Diane Conklin with CompleteMarketingSystems.com

and I am honored to be here today with Casey Graham, who you'll hear
from in just a minute and hear more about here in just a minute. Casey
and I did some things together and developed a program that was very,
very successful, and so we're going to talk to you about that a little bit
today. But I'm very honored to be here with Casey.

Casey is a guy who’s an action oriented guy and a very successful man in
all of the things that he does. We're just going to jump right in here a
little bit, and I'll tell you a little bit more about who I am, and how Casey
and I found each other and work together, and what we do kinds of
things as we move along. Casey, tell us a little bit about who you are and
we’ll sort of start from there.

Casey: I’m Casey, and my wife’s name is Kacie actually, too, so if you ever hear
me refer to my wife, I'm not talking about myself in third person. We live
in Atlanta, Georgia and I have one daughter and actually a son on the
way. That's just kind of where we are in life.

Actually, which is kind of unique for this conversation that we talked a

little bit, for instance, I was working in churches for a long period of time
as a pastor. I did kind of like the CFO role in churches. And so, about
three and a half years ago I stepped out, and I didn’t have any plan or any
idea what I was doing, but I knew I wanted to help people with their
finances, and so I started a business and kind of rock and rolled. Really I
didn’t rock and roll; I kind of survived for about two years.

1227 ROCKBRIDGE RD, SUITE 208-107, STONE MOUNTAIN, GA 30087 (866) 293-0589 COMPLETEMARKETINGSYSTEMS.COM 2
 So, that's a little bit about me and our niche. And what we’ll talk about
too is we serve churches and work with churches, and things like that. So,
that's a little bit about me.

Diane: Yeah, which is a very interesting niche once we get into sort of what you
did and how you launched this program. When people ask me, when I
talk about what you did and things, people are always like, “Really! The
church niche, huh?” It’s sort of a unique niche, but it’s certainly the
lessons that we learned during this launch and since, I think, are very much
applicable to everybody.

Casey: Well, what it should do is encourage people, because my crowd is

tougher than the business crowd in a lot of ways, because the step that
we help churches with doesn’t directly affect the income level of the
pastor. I mean, it isn’t like a business that gets coaching, and then the guy
gets richer because he got coached. I mean, this is for a church in
general. And then we're also dealing with, you know, it’s nonprofits. I
mean, these people are broke. Most of the churches are broke, and so,
selling stuff to broke people is not what a lot of people would suggest.
But inside of what we started doing, it’s just a part of our heart. As so
we're doing this for more than just money. We're doing this for purpose. I
mean, we want to help these churches, and that kind of thing. As so, I
would say it should encourage everybody, that if you're selling anybody
but churches and nonprofits, you should be happy.

Diane: They’d certainly be able to apply it. And you know, I just want to take a
minute, Casey, and tell you that one of the things that I admire most and I
love about you so much is exactly what you just said; is your passion and
the fact that everything that you do for the churches and everything that
we’ve ever talked about genuinely comes from your heart and generally
from that place of really wanting to help people. And I so admire and
love that about you and everything that you do. So I just want to put that out
there as we get started.

© COMPLETE MARKETING SYSTEMS, LCC 3

 I think to reinforce what you just said, too, a lot of us when we sell the
businesses or even to the end consumer, we think of what I call selling
money at a discount, together. You can invest in this program that's $x,
but you're going to make x times 10 back when you do these things. And
you sort of have that, but your niche is very different in that you're right;
it’s affecting the church’s bottom line but not necessarily the person that
you're selling to. So I think that's a great point.

Casey: Yeah.

Diane: So Casey, tell a little bit; you have a very interesting and unique history
about how you got involved in information marketing and how you got
involved in launching this continuity program for the churches. Tell us a
little bit more about your history and kind of how we met and how this
sort of all led to this big project that we did.

Casey: Yeah. Well, in February 2010, I got in business with a guy who was a great
guy and still is a great guy. He became a partner in the company and it
almost just blew up. I don't know if you've ever had one of those
partnerships, but that's what happened. And so, about that time we had
started, I basically was doing consulting, which was I’d spend my time
and we’d get paid money, so it was just inconsistent. And we’d started a
service where we were doing outsource bookkeeping actually for
churches, and our revenue was growing tremendously.

We were selling a lot, but we were also spending a lot. We were running
the business just completely wrong, and frankly, it got to the point where
we were almost broke. We were living off of a line of credit. We weren’t
going more and more in debt, but we would use it and then we’d pay it
back, use it and pay it back, so we weren’t getting anyway. And then, I

1227 ROCKBRIDGE RD, SUITE 208-107, STONE MOUNTAIN, GA 30087 (866) 293-0589 COMPLETEMARKETINGSYSTEMS.COM 4
 was just at the point where I was miserable, I was depressed, I was tired, I
didn’t want to do this anymore, I lost my energy and passion. Some
people laugh at this and some people think it’s great, but I literally was
on YouTube and searching for motivation and a Tony Robbins video came
up. And I was sitting there and I literally thought to myself, “Has my life
come to where I'm watching Tony Robbins videos to get me excited
every morning?”

But it was something, it was about this deal, and he had this conference
coming up. And anyway, I didn’t know what he did, but he did what you
just said he did. He sold money at a discount. He said, “If you invest
$1,000, we can guarantee this,” and whatever, so I went to the
conference. Anyway, it got me re-engaged. It got me excited. It got me
fired back up. And so, I came back with a new passion and all this kind of
stuff, and I fired my whole staff. And we started over and we were almost
broke. We were broke and the business was at zero.

And then a few months went by, we just kind of survived, and then I went
to a website of a guy who was selling products. Again, I was just looking
for help, and at the top when I clicked on something, it said Infusionsoft. I
didn’t know what that was, and so I went to Infusionsoft and I went to
demo and it talked about automation software and all this stuff. I was like,
“Well gosh, we need that. We don’t email anybody on our list.” I didn’t
even know you could do that, I didn’t know what to do, and so, I called
them. We signed up for Infusionsoft and the guy in July 2010 said, “So
when are you going to send your first campaign?”

And I was like, “Uh, I'm not running for president. I don’t even know what
you're talking about, bro.” I mean, I really didn’t.

© COMPLETE MARKETING SYSTEMS, LCC 5

 And he said, “Well, in August, we can get all this stuff set up and we’ll
send an email out. Do you have anything you can sell, like an audio or a
white paper or something?”

I said, “Well, I did a seminar one time that we have recorded two and a
half hours. I guess we could do that.” So I called my assistant and said,
“Renee, get the thing up as fast as you can.” She put it in a
downloadable format, it was terrible, it was awful; but she put it on a
website, no sales copy, no anything. I'd never even heard of information
marketing at this point. And we sent the email out and we made a couple
thousand dollars on the first day. I was like, “I'm hooked. I don't know
what this is, but I'm hooked.”

Diane: It just goes to show you it doesn’t have to be complicated, right. I mean,
it doesn’t have to be perfect. You just get stuff done and get stuff up.

Casey: Yes. So just to fast-forward, then I started the Infusionsoft and people
said, “Have you ever heard of Dan Kennedy?” And I was like, no, I hadn’t.
So then I signed up for the Dan Kennedy-Bill Glazer conference, the
Info-Summit, and I went in November. I literally listened to the first
session, and after the first session I realized, I was like, “Time for money
thing is not going to work. I've got to create something that's residual,
ongoing, and that we get paid every month whether I'm working or not.”

I left and I went and sat in my room for the next day instead of going to
the things. The first session was worth the money. And I wrote out exactly
what we came to know of what we launched of givingrocket.com. And I
wrote out the different levels of what our membership program would
look like, where people would pay us and sign on, and we would send
content to them every week, and all this kind of stuff. And I wrote this
dream out on paper. And then I went back and I was miserable, and so, I

1227 ROCKBRIDGE RD, SUITE 208-107, STONE MOUNTAIN, GA 30087 (866) 293-0589 COMPLETEMARKETINGSYSTEMS.COM 6
 spent the entire rest of the conference trying to find somebody, because
Diane, here’s the deal. There was no resource on this.

I went to the table and I said, “I need a resource to show me how to

launch a membership program,” and there wasn’t any. I said, “Well, is
there any coaching on this?”

They said, “You could talk to Ryan Deiss or these people and these
people. They may have them, but nobody does coaching on this.”

And so I said, “Well, I've got to find somebody.” And then I scrounged
the lobby and I saw you up on stage. What did you win? What was that
award? It was Information Marketer of the Year?

Diane: Yeah, Information Marketer of the Year for 2010-2011.

Casey: Okay. So you win this award. So I'm like, “Well, if she won that, obviously
she’s smart.” And I approached you in the lobby, and that's when our
relationship started. I said, “Here’s my dream. Here’s my need. I need
help. I'll pay thousands. I don’t care, I just need help. I don’t know what
I'm doing. Help me get this program started.”

And that's how our relationship started and where we got going in
November 2010. And we started our coaching relationship then in
December 2010, and literally within 30-45 days we had a membership
program launched, that we can talk all about the details of that. But that's
kind of how we got together.

© COMPLETE MARKETING SYSTEMS, LCC 7

Diane: Yeah, and so, I think there are a couple of things that are important in
that. One I already said is it doesn’t have to be perfect. But another one
of the things that you do so well is you take action, and you take action so
fast and get stuff done and implement. And I think a lot of times, that's
one of the things that people don’t always grasp and really latch hold of,
is this whole implementation piece, right. You just do stuff. And you
know, sometimes it works great and sometimes it doesn’t work as great, but if
you can put something up that you now think is awful and you made a
couple thousand dollars in the first day, it just goes to show you that it
doesn’t have to be this rocket science, long-term, drawn out, take-a-
year-to-make money sort of thing.

I think the speed with which you do things and you get things
implemented; and by the way, Casey, it’s just you and Renee, right? You
don’t have like ten people on your staff.

Casey: No. We outsource. We have some 1099 contractors that we outsource

some stuff to, but at that point it was me, it Renee, and then we had one
other part-time person that was doing some 1099 work. But no, you do
not need a big staff to do this stuff.

Can I say one thing too about, what I would say is, a transferable principle
for people listening to this?

Diane: Sure, yeah, absolutely.

Casey: I didn’t have the money and I spent the money to go to this stuff. And so,
if you're listening to this, like broke people stay broke because they think
unless it’s some free thing, that they can’t get it. And I've actually found
that people are so broke, they trick themselves into believing they can’t
even afford free.

1227 ROCKBRIDGE RD, SUITE 208-107, STONE MOUNTAIN, GA 30087 (866) 293-0589 COMPLETEMARKETINGSYSTEMS.COM 8
Diane: Isn’t that the truth.

Casey: So people listening to this, is like I spent thousands of dollars and I was
willing to pay. I didn’t care. I just knew that there are people that knew
more information than I knew. And they’ve done this and they’ve taken
the kind of, what I call, brain damage, and they can save me a lot of time,
effort and energy, because I did it wrong for a few years and was just a
struggling entrepreneur. And so, that's what I would encourage
everybody to do, is make sure you find a coach, you find are help, hire
Diane, hire somebody that can help you with this kind of thing, because it
really, really, really is worth the investment.

Diane: Yeah, and I remember you saying that to me in the hallway; that, “I don’t
care what it takes. I know there’s going to have to be an investment. It
doesn’t matter. Let’s just get this done” kind of thing. And again, I think
that speaks testaments to you.

Just to give a little bit more background, we’ve been in that

Glazer-Kennedy organization and studying marketing and helping small
businesses take their businesses to the next level with marketing
strategies and all these different things for about 15 years now. And
Casey saw us win an award called the Information Marketer of the Year,
where we went up and presented. There were 750 people in the room
who were our peers, essentially, other people who are in the information
marketing business. And it had already been narrowed down to three of
us, and we were very honored and I still am to have won that award.

And so, we had that conversation in the hallway and I said, “Yeah,
absolutely, we get this business, we understand how it works, and we can
certainly take you from where you are to where you want to go.” And I

© COMPLETE MARKETING SYSTEMS, LCC 9

 will tell you, I had no idea that this was going to happen as quickly as it
did. So it certainly moved very, very quickly and it certainly can be done.

Casey, let’s talk a little bit about the niche. You've talked about it already.
You deal with churches, but you deal with churches that most of us
probably, and I know I was surprised when we first started working
together, was you're not like the guy who necessarily works with like the
typical sort of traditional churches that, at least, I thought about; the big
Baptist courthouse or the big Catholic church, or whatever that's on the
corner that's this huge thing. So talk a little bit more about the niche
specifically and any challenges that you think there are there, but
specifically more about who within that niche you really help a lot.

Casey: Yeah. Well, the churches that we're working with are basically like start-up
businesses that happen to be a church. They’re usually younger guys and
families that go out, and they literally go to towns; they hardly know
anybody, and they start a church from scratch. They start meeting in
schools or they start meeting in cafeterias. Do you know how they get
people to show up at their meetings?

Diane: How?

Casey: Direct mails.

Diane: Wow.

Casey: And so, they’re doing Facebook strategies, direct mail. They’re doing
exactly everything you do to get people to show to a seminar, to get
people like in a business world to show up for a seminar, to show up to a
webinar. They’re doing all of that, but they’re trying to get people to

1227 ROCKBRIDGE RD, SUITE 208-107, STONE MOUNTAIN, GA 30087 (866) 293-0589 COMPLETEMARKETINGSYSTEMS.COM 10
 show up for church. And that's the type of people that we're primarily
working with, and so, the young, scrappy kind of crowd. Now, the reality
of this crowd is that most of them are completely broke, because they
leverage everything they can. They go out and they raise this money and
they invest it all in their launch, and all that kind of stuff. And so they
usually launch, and then after they launch they go, “Oh no, we’ve got to
sustain this thing financially.”

That's where, especially when the downturn in the economy happened

where they started listening a lot more, people were giving donations,
and the generosity of people in churches was way higher before the
crash. And when the crash happened, it trickled down hurting churches
big-time. And so, that almost created a perfect storm for us with the
message that we were bringing to these types of churches to help them
increase. If you hear me say increase their giving, that's basically like for a
business would be something like increasing their sales, you know. It’s
increasing income that comes in that people give.

Again, I'm not saying my business if different. I know Dan Kennedy would
kick me in the face if I said it was, because it’s not and there are
transferable principles. But we're coaching people on how to coach
people to give their money away, and they don’t get anything in return.

Diane: Yeah, yeah.

Casey: It’s not like they get a program for their donation. It’s not like they get
coaching. They are giving out of the goodness of their heart. And so,
that's the kind of strategies that we're helping these churches with, and
that's what we're helping them do.

© COMPLETE MARKETING SYSTEMS, LCC 11

Diane: Yeah. Really the focus that we started with was funding and giving, those
giving programs. That was really sort of the message that you decided on
and chose to go out with. And really the thing that you focus on the most
is the funding and the finances in the church.

Casey: Yeah. Yep, that's it.

Diane: Yes. So what do we call it, fast funding, is that the first webinar?

Casey: Yeah. The first webinar that we did, which was funny, you know, because
we didn’t even have a website yet; do you want to go into a little bit of to
how the launch works?

Diane: Before we do that, let’s talk a little bit. I want to make sure that everybody
really understands continuity, because we're going to talk about that
word. So let’s talk about, before we go into the big pieces of the launch,
define sort of continuity and why you felt like that was the first thing that
we really wanted to sort of launch and start with.

Casey: Well, here was the reality of my business, is that I have a heart and have a
business that helps broke churches. And I was doing time for money,
which ‘You pay me $3,000 and I'll come to your church for a day and a
day of consulting, and I'll help you,’ and all this kind of stuff. And I could
prove again and again and again, over and over and over, that they
should pay me, but they didn’t have $3,000, so it didn’t matter. And so,
we were beating our head against the wall going, “Gosh, churches need
this, but the only thing out there for them is high-price consulting.”

So we said: “What if we took everything that was in my brain, and what if

we took everything that’s in our keys bank, and we took that stuff, and we

1227 ROCKBRIDGE RD, SUITE 208-107, STONE MOUNTAIN, GA 30087 (866) 293-0589 COMPLETEMARKETINGSYSTEMS.COM 12
 put it on paper, and we digitalized it, and we put it on webinars and we
wrote ebooks?” We did all that kind of stuff. And, “What if we took the
financial barrier completely out? And so, if it’s $3,000 a day for
consulting, what if we just made it $99 a month forever? And they pay every
single month, but we're coaching them every single month.”

I'm telling you, what we did, and that's where the continuity comes in of
going in my brain, because the switch for me was like, Diane, you get that
$3,000 and that feels real good. But when you get $99, it’s like, “I've got
$99. I can go out to eat.” Do you know what I'm saying?

Diane: Yeah.

Casey: But what I didn’t understand, and this is what you really helped me about
continuity, is that if we really did it right, if we launched it right, if we
launched it big, if we went as hard as we could after this, a lot of people’s
$99 makes a good living. And so, we built and we said, “Let’s go after
this and launch large, not just getting one person at a time.” I don't know if
you remember that, but I said I was going to just call people individually
and tell them to sign up.

Diane: I do.

Casey: I know that's stupid. Why don’t you do a webinar?

Diane: Well, easy there. I didn’t say it’s stupid, I don’t think. But let’s talk about
that for a minute before we go on, because that's how people think, right.
If you're going to sell and you're going to go out and you're going to
provide services, and that was the model you were used to, was one-
on-one, right. “I'm going to do consulting day. It’s one-on-one.”

© COMPLETE MARKETING SYSTEMS, LCC 13

 And you said to me and you proved this, right, “I can get on the phone,
Diane, and I can call 50 people today and 45 of them will sign up because
they love me and I have a great relationship with them.” And all of that
was true. My point to you was, “That's great, Casey, but how about we
do an email and we send it out too,” and I don’t remember how many you
had on the list at the time but “1,000 or 2,000 people? And what if you
could get 20% of them or whatever to say yeah, they want to get on a
webinar, now we can again sell one to many and do this thing.”

Casey: You know, I think another point in that too, is that I was selling
information resources at that time as well already, because I got into it. But
again, what I found out real quick is that still, I was still having to pound
my list to get them to purchase off of email to make enough money. So if
you're selling $99, I'd have to sell 30 of these $99 resources. And it took
just as much time, effort and energy to sell that one resource as what we
found out on the backend.

Instead of just selling it to them one time, I could just do the same
amount of selling to the list, the same amount of webinars. Instead of
selling one resource, they sign up and they pay every month. And so,
they pay $99 a month, every month, and so it just hit me. And I looked at
it and I went, “Well, if I can get every person that signs up, it’s $1,200 a
year of revenue into our business. Well, I can get 100 people to sign up
for this, that's $120,000. That's more money than I've made in my life.”
And I was like, “Well let’s rock and roll!”

And that's kind of when I kind of understood. And people listening to

this, if they would just understand; if you just sell it once and they pay you
every month, that's way better than trying to sell again and again and
again and again and again. And so, that's where the whole continuity

1227 ROCKBRIDGE RD, SUITE 208-107, STONE MOUNTAIN, GA 30087 (866) 293-0589 COMPLETEMARKETINGSYSTEMS.COM 14
 thing just came to life for me and I just said, “You know what, I'm hooked
on this. This is what I want to do the rest of my life.”

Diane: Yeah. From a continuity perspective and exactly what you just said,
Casey, you sell them once, but they’re going to pay you over and over
and over again. So a newsletter, a magazine is the perfect continuity that
everybody understands, right.

Casey: Yeah.

Diane: You subscribe to the magazine. Now, the magazine’s $12 a year, so you
pay once. But let’s imagine.

Casey: Netflix.

Diane: Yeah, Netflix, there you go. But let’s imagine with the magazine that you
paid every month for. Let’s say it was $12 a month, right; no big deal.
Every month you want that information. I mean, if it’s a topic that you
have interest in, it’s okay. You'd pay $12 a month to get the magazine,
right? So every month your credit card gets dinged for $12 and they send
you the magazine. So, that's continuity. The great thing about continuity
income is it’s dependable. It’s repeatable. You sell it once and forever, or
for however long they stay in the program, then that money comes in
without reselling that person on that thing ever again. You can go back to
them and sell other things. You can go sell other people into this
continuity program.

I call it the baseline income of your business. It provides this baseline that
every single month on June 1 and July 1 and August 1, and every first of
the month, or whatever day the credit cards get dinged, every month

© COMPLETE MARKETING SYSTEMS, LCC 15

 $3,000, $8,000, $10,000, $100,000, whatever that number is, that comes
into your bank account and you can count on it every single month. It
creates this real, like relaxation in your business because you're not
always stressed about, “Oh gosh, where’s the money coming from this
month?” You know where it’s coming from, because it’s the same money
from that one income stream and program that was there the month before.

Casey: Yeah. And you know, the other benefit from a nonfinancial perspective is
that it provides the life that everybody lies to you on information
marketing, and says that you can make money in your underwear and be
a millionaire and not have to do any work. Well, that's never true, but I
will tell you that I've made money in my underwear doing this. And I'm
being serious when I say that, yes, it’s still a lot of work and it’s hard work,
and all that kind of stuff, but it provides the freedom in your life that I
think we all get it. Nobody gets in the business so they can just be broke
and have a job the rest of their life and be stuck having to work all the
time. It provides that freedom.

And I would say for anybody listening to this is that to reach continuity, it
provides the life that you want. And you can spend time with your family,
whatever your priorities are, you can accomplish those things.

Diane: Yeah, because the fulfillment of the continuity is certainly there. But like
for you, Casey, when we started talking, you had so many things already
done and already available that we could put up; that we could give out.
As a matter of fact, you wanted to like give it all to them at once. We
slowed that down a little bit and we’ll talk about that, but it really allows
you; I mean, imagine the freedom of waking up the first of every month
and knowing that there’s whatever the number. It doesn’t matter, right, if
it’s $2,000 or $10,000, but you've got that money just to pay the
overhead and expenses, or to know that, “Gee, you know what, I want to
take a month off.” It provides you those kinds of things.

1227 ROCKBRIDGE RD, SUITE 208-107, STONE MOUNTAIN, GA 30087 (866) 293-0589 COMPLETEMARKETINGSYSTEMS.COM 16
Casey: I'm spending next summer in Costa Rica, six weeks, and we're going
down there and we’re just going to take the month. But we can do that
because of continuity.

Diane: Yeah. You couldn’t do that with a consulting business, right.

Casey: No. I'd be miserable.

Diane: Yeah, because it depends on you, right?

Casey: Yeah.

Diane: So let’s talk specifically about the steps that we took and sort of how we
set this thing up and how we got the launch started.

Casey: Okay. Well, when I came to you and we started in December,

GivingRocket.com is what we were going to call this thing. And so,
obviously the very first thing that we knew we were going to need was a
website to sell. But what I didn’t know, we were going to need, and you'd
say, “Well Casey, that's stupid, you should have thought through that,” is
a membership site as well, where members can log in and get content
and all that kind of stuff.

Diane: Right, a place to house the content, a place where it’s protected, so that
just on a regular website where everybody can go and get information.
This has to be because people are paying for it. They don’t everybody
else getting it and them paying for it. Obviously, we would never do that.
And so it had to be protected. It had to be able to hold a certain amount

© COMPLETE MARKETING SYSTEMS, LCC 17

 of information. We had to be able to separate things and set things up so
that they were logical and made sense, and that we didn’t overwhelm
people.

The one thing to know about continuity is you get all excited. And Casey
does get excited. But you get excited because you're so excited about
the difference you can make, and you think, “Oh, I have all this stuff. Let’s
put it all in there.” And you and I had these discussions, right. I was like,
“No, no, no, you'll overwhelm people.” So you want to start and give
them your best stuff, and then just gradually add things a little bit at a
time.

Think about information overload that you get. Maybe you have a
particular coach or company that you deal with that sends you what you
think is too much stuff. That's information overload. And what happens is
people go running and screaming. “Oh, my gosh, I don’t know where to
start. I don’t know how to consume this. I don't know what to do. It’s too
much. I can’t get to all this. I have all these things over here piled up with
envelopes that I haven’t opened.” And they cancel.

And so, the very first thing you want to think about is what’s your stuff to
give them in the program, and then how do you sort of drip on that and
continue to add things, so that a pond begins to fill up without them
feeling so overwhelmed when they first start.

Casey: Yeah. And, if somebody’s not doing information continuity, they may not
even need this too. I was just thinking about that. A grass cutting
company is continuity. So whoever is listening to this, we’ve got the
information side, but you may not need this. But we needed this. We had
to have that. So the website we just started, I paid a guy $2,000, I think,
to get everything done. But just talking about it, it was like a rush job.

1227 ROCKBRIDGE RD, SUITE 208-107, STONE MOUNTAIN, GA 30087 (866) 293-0589 COMPLETEMARKETINGSYSTEMS.COM 18
 And to be honest with you, Diane, and this is just reality; I hated the look
of it.

Diane: It wasn’t great, but it was functional.

Casey: It worked, it worked. And so, what we did is we said we need a website.
So we started on that process of getting a website and all that kind of
stuff. I’d never heard of a squeeze page before. You said, “Put a squeeze
page on the front of it.” I didn’t even know what a squeeze page was. Tell
them what a squeeze page is, in case they don’t know.

Diane: Sure. A squeeze page, or a landing page is the other thing that you'll
hear it talked about, is just a place where you go and there’s some sort of
free offer. You'll sometimes hear that referred to as IFO, which stands for
Irresistible Free Offer. But there’s some free offer there to entice them to
leave their name and email address, then you give them the thing. It
could be a free report. It could be a CD. It could be a DVD. It could be a
video, whatever. You give them the information that has the secret sauce
that they really wanted, they needed it; it sort of gets into the pain of
what they’re feeling.

They give you their name and email address, and so now, that gives you
the ability to market to them over the course of time now, whether they
ever come back to your website or not. But that squeeze page is there
and it’s literally thought of as ‘we’re squeezing their name and email
address out of them when they give up, so that we can give them this
great content and information.

Casey: Yeah. But that's very important. It’s critical. I was just going to try to sell
my membership, but then it’s kind of buy or die, and I realized real quick
that you can’t just send people. I mean, people that know me, it’s the way

© COMPLETE MARKETING SYSTEMS, LCC 19

 you sell, but after about 100 people, then people don’t really know you
anyway. So we had to have some squeeze page so we could nurture the
relationships, etc.

Anyway, that's when we had that conversation. I said, “I'm going to call
and get 200 appointments.” We literally scheduled, I started calling
people. I was going to have 200 appointments, and I was going to get as
many of the 200 to become part of the membership program as I
possibly could. I started calling all these people and then talking to them,
and I was like, “It will only be a 15-minute call,” and it ended up being an hour
call. I was like, “Diane, I'm going to call these people.”

And you were like, “No, no, no, let’s do this. Let’s put together a
sequence of emails that get people in the new year, because it’s the
perfect time with this type of business in the new year. Let’s start the
church year off right. Let’s do all this stuff.” And we started a sequence of
emails, which are in this resource. They could see every one of them.

Diane: Casey, before you brush over that, the importance of being able to see
those emails is that it gives you something to model. So if you're going to
start your own continuity program, and obviously Casey and I both think
that you should as part of your business, stop thinking about, “Oh, my
gosh, I have to start with a bland piece of paper.” We included those
emails so that, yeah, I know, you're in a different niche or in a different
business, but you can see how they’re structured. You can see the words
we use. You can see the headlines that we use and those kinds of things,
so you can model, I didn’t say copy; that's called plagiarism. But you can
model what’s there.

So don’t think of this as having to start and do all these things. That's why
we provided you with those emails and you can see. And I still do this
today. I've been marketing and helping businesses grow for over 15

1227 ROCKBRIDGE RD, SUITE 208-107, STONE MOUNTAIN, GA 30087 (866) 293-0589 COMPLETEMARKETINGSYSTEMS.COM 20
 years, plus my own marketing, and I still do this today. We're doing a
program right now that I'm taking and modeling something that one of
my coaches and mentors did just a few months ago. I'm modeling it
down to the point of where the videos go on the page, how many emails
are being sent, what the page looks like. I'm modeling it with my words,
my videos. My emails are different, but I'm modeling exactly what she
did. And that's why we provided those resources here for you, so that you
can do the same thing.

Casey: Yeah.

Diane: So we started with the sequence.

Casey: Yeah, and I think we did about seven email sequence, which was really
turning up the heat on my list, because I was inconsistent in emailing my
list and I hadn’t been selling very hard in December; I kind of laid off. So
we came back in the new year and it was fast and furious. I think January
4 was the first email we sent out and the headline was something like
“I've been fired.” It was an email about how I was firing myself from
being traveling consultant because I wanted to eat dinner with my family, but I
want to reach as many churches as possible, all that kind of stuff. It’s still
one of the highest open rates we’ve ever had.

Diane: It’s a great headline, it’s a great headline, just to point that out. And it
was your headline. You did that one. So it was a great headline, which gets it
open. And that's why your open rate is so high. And just to back up for a
second, and I think a lot of people have this concern. “I don’t want to
banter my list. I don’t want to hit my list too hard. What if I sent too many
emails?”

© COMPLETE MARKETING SYSTEMS, LCC 21

 And we talked about this. I remember you having this concern and
saying, “Well Diane, what if people opt out because they’re hearing from
me too often?” And so, you have to do things that are sensible. You
don’t want to send them 17 emails a day. But I will tell you that the answer to
that question is the same I told you, Casey, which is, if people aren’t
willing to get an email every couple of days from you about this thing that
you're putting out there to help them, then they probably don’t need to
be on your list, because they don’t have a big enough interest in what
you're doing, and you're better off just to go ahead and let them go
anyway.

So, you do want to be sensitive to your list, but here’s a great rule that a
great marketer said to me once that I live by now, and they said,
“However many marketing messages you're comfortable sending, send
one more.” And then she said to me, “And when you're comfortable with
that, then send two more.” And it’s really a great strategy to really think
about from a marketing perspective, is do what you're comfortable with
and then add one.

Casey: Yeah. Well, we added about seven on this one. But here’s where I was,
and this is why a lot of people may listening to this. I was so desperate
and tired of doing the deal the way I was doing it that it got to the point
where I just didn’t care anymore. And what I found out real quick anyway
is that those people just get off your list, and the people who really are
buyers are going to stay anyway. And so, we did this deal and the whole
thing was like going to this Fast Funding Strategies of 2011 and How to
Get Your Budget Funded Fast in 2011. That will probably work even in
businesses. That would work in a multiple of things.

So we did this deal and we got people to come and be on a webinar.

Now, I can’t remember the exact numbers, and we probably have it in the
resource, but I think we had over 300 people sign up for the event, and
then we had about half of those people show up for the webinar. And I'm

1227 ROCKBRIDGE RD, SUITE 208-107, STONE MOUNTAIN, GA 30087 (866) 293-0589 COMPLETEMARKETINGSYSTEMS.COM 22
 actually the same room that I was in when I did that webinar, and so, we
had all these people come to this webinar. And Diane, I've sold one-
on-one, but I've never sold to many; and for some reason, and this may
be just me. Some people may not have any issue with this, but I literally
almost threw up.

Diane: I remember. I remember talking to you just before the webinar, and that's
what you said to me, “I'm about to throw up.” And I'm like, “Just don’t
do it in the phone receiver.”

Casey: The reason I was about to throw up, though, is that I literally was laying it
out there and I was pushing as hard as I knew how to push to get people,
convince them that this is going to help them and it’s going to help the
church, and all that stuff. And, the church world is on Twitter like crazy. I
mean, you think businesses are. And I knew as soon as I came out and did
this that I was going to see the tweets flying of, “What, Casey’s a sales
guy?” all this kind of stuff, and all of these fears were racked up in my
mind. We did the webinars and we started selling.

And this is something just for people to know is that I was sitting there,
and I would suggest never doing this, just watching the GoToWebinar
thing on the side of the screen, and as I started selling I started seeing
the numbers drop. And we actually have included the webinar in this
resource, so you go through and highlight the different things, and that
kind of stuff, which is awesome. But as I started selling, the numbers
started dropping and I'm like, “Oh, my gosh, my life is over,” you know.

I'm an extreme person, and all that stuff, so what I did is I pushed harder,
you know, because that's just what my reaction was. And then by the time
we got off the phone and I literally was worn flat out, and then we looked
up and I turned over to my email and I called Renee, I said, “I'm so sick,
I'm so scared,” all this kind of stuff.

© COMPLETE MARKETING SYSTEMS, LCC 23

 And she said, “Well, I wouldn't be too worried because you just had 27
people purchase a $97 a month.” And that's kind of what that story was
like. But I think there are some principles in there probably that you could
pull out of watching me go through something like this.

Diane: Yeah. First of all, I think everybody has that same reaction, because you
have a lot of fear around, “Gosh Diane, my crowd’s not used to being
sold like this, and I don’t want to hit them too hard. What if they hate
this?” And we all have that. I think you were more sensitive to it because
of the church crowd, and that's okay.

I think that one of the best things that you did in the webinar, and you
guys have the webinar as well as me sort of walking through it and talking
through it about good things Casey did and some suggestions I made to
him. We're also going to type that up so you have that and you can
actually look at the timeline and pay close attention as you watch the
webinar as to the things that I talk about in the audio recording.

But you were just you and your crowd was attracted to that. You're so
authentic they felt your passion, so it was okay that you didn’t do
everything 100% right. They still loved it and they still bought into
everything that you said and everything that you gave them.

So one of the things that I would definitely never recommend that you do
when you're on a webinar is don’t be looking at the stats, don’t be
looking at how many people there are, who’s coming and going, and all
that. I actually close that when I do a webinar because, to me, it’s
distracting. So have your assistant do that, and if you have your assistant
do that like Casey did, then don’t have her be texting you in the middle
of the webinar with the numbers. Right? So just leave it be. You can’t

1227 ROCKBRIDGE RD, SUITE 208-107, STONE MOUNTAIN, GA 30087 (866) 293-0589 COMPLETEMARKETINGSYSTEMS.COM 24
 control any of that anyway, and nothing you do is really going to change
it. People are going to drop in and come back on, and the numbers are
going to change anyway, so just be present.

We had gone through the webinar and what you were going to do and
the slides and everything ahead of time, and it was scripted. I mean, it
wasn’t scripted for you word for word, because you weren’t comfortable
with that, but we had scripted out the basics and the bullets and what you
were going to say and when you were going to sell, and all of those
things.

I think the biggest lesson in all of this is that you don’t have to be perfect.
The webinar wasn’t quite right. We didn’t have enough sales copy on the
pages. We tweaked things, but we got it done and we got it done with
speed and we got it done quickly. And I think the other big thing is, from
a strategic point of view, we decided that we were going to launch this
thing in January because it made sense. It was a new year. The funding
thing was a big issue. Casey had real numbers. He knew that he could
help churches increase their giving by, I think, it was 11% to 39%.

Diane: We used those numbers. And you notice that Casey will use those
numbers in the webinar. He didn’t say, “I can help you increase your
giving by 20%,” or, “I can help you increase your giving.” We used
specific numbers, 11% to 39%. Those specific numbers got their
attention.

Casey: Yeah.

Diane: And I think, too, the other big thing is, it wasn’t so much that you were
doing something that was so different, but that you took the same thing

© COMPLETE MARKETING SYSTEMS, LCC 25

 that they could get in this big consulting day at a big price point and
broke it down into something that was bite-sized and manageable.

Do you want to talk a little bit about sort of how we did the pricing and
we did that? What did we call it? The Charter membership. Yeah.

Casey: Yeah. Before we jump into Charter members, I want to say my big thing
of what I would recommend, is to make sure that when you're launching it
that you launch it; and that's where you put all energy, effort, focus. And
the thing that nobody knew is that me and Renee were staying up literally
‘til 2-3 o’clock in the morning the entire month of January to get
everything done, and so we didn’t sleep. Now you would go, “Well man,
that's the opposite of making money in your underwear.” Well, it is the
opposite. It’s takes a lot more to launch it than it does to sustain it.

And so, I would just encourage everybody to make sure you put
everything, call everybody you know, send as many emails as you can
send, send direct mail, whatever you have to do, lay it on the line for the
launch, because if you don’t launch well into a continuity program; if we
just had five people sign up, I would have been depressed.

Diane: Yeah. And you know, the other big thing…I just totally lost my train of
thought…

Casey: All right, well I'll save you.

Diane: Okay, thank you.

Casey: Let’s talk about charter prices. Hey, you're getting old. You're getting old.

1227 ROCKBRIDGE RD, SUITE 208-107, STONE MOUNTAIN, GA 30087 (866) 293-0589 COMPLETEMARKETINGSYSTEMS.COM 26
Diane: Hey, hey, hey. I know what it was. The advantage that you had was that
you did have a list, and so I want to talk to people who don’t necessarily
have a list who want to launch something. If you don’t have a list and you
want to launch this and you want to do a continuity program, the first
thing I would tell you is go find some joint venture partners who do have
a list that is not competitive, but comparable, right. So go out to them.

And so what if you have to pay 50%, you have to pay them a commission.
Who cares? And I will tell you, if you do this with joint venture partners
and you launch a continuity program, pay them 50% over the lifetime of
the person however long they stay with you. Don’t stop it at 12 months or
perhaps some arbitrary number. Pay them the 50% because you have to
buy the client anyway, right. So don’t be discouraged if you don’t have a
list. I will tell you that one of Casey’s biggest advantages is that he did
have a list, but that doesn’t preclude you from starting a continuity
program and having a big launch like this if you don’t. I think that's
important to throw out.

Casey: I'll disagree. I think everybody has a list. And what I mean by that is I think
everybody has 100 people that they can call or find people that they can
call. I've got joint ventures. And I'm not disagreeing with you. I
understand what you're saying; they don’t have an email list, contact
name information and all that stuff, but if people would quit being so
lazy. I'm serious. If everybody would just write down on a sheet of paper
everybody they know and everybody that might be interested in this, and
talk to those to see who might be interested in this, within 30-60 days you
could have 20-25 people that would join a webinar.

Diane: Yeah. I mean, with social media today, that's a great inexpensive way to
build a list pretty quickly and just go on and invite people from there.

© COMPLETE MARKETING SYSTEMS, LCC 27

Casey: Absolutely. Even your personal Facebook account can get people.
Anyway don’t get me going on the lazy people.

Diane: Okay, don’t get Casey started.

Casey: All right, let’s talk about pricing, Charter member. What we decided was
is that the people that knew me, and if I had to do this over again, I
wouldn't have done it any different; also, some of the things we’ve
learned. We learned that the people that knew me and the people that I
did have a relationship with that were on my list, and that kind of thing,
that they were an easier sell than people that don’t know me. So I didn’t
feel as if they needed like a 60-day free trial; they didn’t need any of that.

They needed to just jump in as a Charter member, and their benefit was
that it was $20 cheaper, so we went from $99 was the regular price for a
Gold membership. So we said for Charter members it’s $79 for life. If you
leave the program and come back it’s not honored, but if you stay in the
program it’s $79 for life.

Diane: That was very smart.

Casey: And that's how we launched it. You know what’s interesting about that is
we’ve had over a 90; this isn’t info marketing bull crap, this is real stats.
Over 90% of the people that became Charter members have stayed.

Diane: And I will tell you when you told me that, I was totally, totally blown away,
totally blown away.

1227 ROCKBRIDGE RD, SUITE 208-107, STONE MOUNTAIN, GA 30087 (866) 293-0589 COMPLETEMARKETINGSYSTEMS.COM 28
Casey: What I think happened was is that we had all of these people, these
smaller churches that had wanted to hire us that I’d been having calls with
trying to convince them to pay me a consulting fee for three years, and
they said, “Casey, we love you, we just don’t have it,” all of those people
like, “finally I can do it now.” And so, now they’re getting access to
benefits, bonuses, you know, all that kind of stuff. And so, that's who
signed up on the first round; that was the first people that signed up. And
so by the time we launched, here’s a key of launch. We set a specific goal
of we wanted to have 100 Charter members by the time we launched the
membership website. Now, I think that's hilarious, that we were going to
have 100 members that paid us already and we didn’t even have a site
ready yet. We came a little bit shy of that, but…

Diane: Say that again, the site wasn’t even ready yet?

Casey: No, the site wasn’t ready. We didn’t have a GivingRocket.com site ready
until the first week of February. In January, I think we had 83 people that
signed on as Charter members, so we didn’t hit our goal. But, we had 83
people that were paying us $79 a month, and then we launched the site.
And we did the whole thing, and actually we took advantage of the site
not being ready yet, and we did the whole thing like, “Hey, the site isn’t
even ready yet. You're getting in on something from the beginning.
You're going to get a deal of a lifetime,” all that kind of stuff, “because
we're at the ground floor of this thing.” So we didn’t use that as a
negative. We used it to help us in the whole promotion of being a
Charter member. So, that's what happened in the first month.

Diane: And you did some things, if I remember correctly, some bonuses and
some things to keep them engaged with you until the site got up and
ready. Didn’t you do a special bonus call with sort of a celebrity pastor
kind of thing?

© COMPLETE MARKETING SYSTEMS, LCC 29

Casey: Yep, yep we did. What we did is we did that first webinar like January 13
or 14, something like that, and then like at the last, January 27, I think;
how do I know these dates? Isn’t that sick?

Diane: That's what happens when you do a lot. Those dates stick in your head.

Casey: And then Renee will listen to this and go, “No Casey, it was the 26th,”
like a day off. But anyway, to keep them engaged, if they signed up on
the 14, 15, 16 or whatever, we said, “On January 27, we're going to have
our first members webinar.” Now, what we didn’t tell the members is that
it wasn’t going to be exclusive. And so, then we used that second
webinar that we had kind of a high profile pastor that would draw some
names, and we did social media blitzing and email blasts to our list, and
we did a second thing to say, “Hey, we want to give everybody a preview
of what this membership program’s going to be.” So for the members we
said, “This is your first members’ webinar.” For everybody else, we
invited the whole entire everybody on it. So then we used it almost as a
second opportunity to bring people in and to sell them into the program.
That's what we did.

Diane: I think it’s important to note there, too, that one of the things that we
talked a lot about was how to do that and make the members happy that
they got this bonus without making it feel like it was another big sales
pitch. And so…

Casey: We took it down a notch.

Diane: Yeah. Plus, if memory serves right, like the whole first 45 minutes or so of
the call really was your interview with the pastor, and then you sort of did
what I would call soft sell and mention ‘after you talk to him.’ So
everybody felt like they got really good content and they got this great

1227 ROCKBRIDGE RD, SUITE 208-107, STONE MOUNTAIN, GA 30087 (866) 293-0589 COMPLETEMARKETINGSYSTEMS.COM 30
 information from the pastor. And then you said, “If you want more of this
kind of thing, for those of you who aren’t already members, here are the
benefits and here’s the way to get that.”

Casey: Here’s how I did it. I spoke to the members. I said, “Members, this is your
first call and let me just tell you everything that you're going to get.” And
so, I walked through and I basically spoke to the members about
everything that they were going to get and gave them like the price
value. “Hey, every week we're going to do this for you. Every month
you're going to get this, and it’s a $200-some value,” whatever.

And then at the end I said: “Hey, but I know we’ve got a lot of people on
the call who aren’t, and we’ve actually got 13 Charter slots left. And so, if
you want one of those, you probably want to get it because we're
shutting it down in three days.” That's when we went over 100, and that's
when the claim of literally from whenever the first week in November with
the Dan Kennedy thing, to the last week in January we created a
six-figure membership program in less than 90 days. And so, that's how
the whole thing went.

Diane: At that point, you were bringing in more than $10,000 a month in
continuity membership fees that was going to take you to a six-figure
business and beyond that year.

Casey: Yep, and that's what happened. I think another thing that people need to
know is that the people who signed up for the webinar, if they didn’t buy,
we sent like a 4 or 5 step sequence to them after as well. So we had a lot
of people that joined, not just on the call, but if they signed up and they
didn’t buy, then we sent specifically to those people emails that we have
included in the resource as well that everybody will be able to see. Do
you know what the best email was that we sent out that converted the
highest?

© COMPLETE MARKETING SYSTEMS, LCC 31

Diane: What?

Casey: One had a picture of my unborn baby in it.

Diane: That's right, I remember that.

Casey: Yeah, and you know what? I just sent that out and I said, “Hey, is this a
boy or a girl? I'm having a baby. Is this a boy or a girl?” and I let people
guess if it was a boy or girl. And I didn’t do hardly any sales. At the
bottom, I just put like a little bit of copy and we had the best day. I mean,
we almost did it, it was almost an accident. No, it wasn’t almost, it was an
accident.

Diane: The baby or the sales?

Casey: The baby wasn’t an accident. That was on purpose. But the sales on that
were phenomenal. I'll say that to say a transferable principle I've learned,
and we’ve got one going out today, actually, because the baby is due on
Monday. Actually, our baby’s due on Monday, which is just a few days
from now. And we're sending an email out today again that says, “Hey,
Gage William Graham, which is the name of the kid, is going to be born
on Monday. We just want to let you know.” And we give them an update
on the baby, and then at the bottom we say, “We do a membership
thing,” and we sell 10-15 memberships with every one of those we send
out. It’s crazy.

Diane: The critical thing, the real great teaching point there is the follow-up.
What typically is going to happen is however many sales you make on the
webinar, on the teleseminar, or on the initial launch, you should make,

1227 ROCKBRIDGE RD, SUITE 208-107, STONE MOUNTAIN, GA 30087 (866) 293-0589 COMPLETEMARKETINGSYSTEMS.COM 32
 and I think our numbers ended up be exactly this; you should make about
50% more sales during the follow-up sequence. And that's usually going
to be a 3-5, sometimes a 7-step, depending upon a lot of different
factors, sequence that happens via email after the webinar. If I'm not
mistaken, Casey, those numbers were pretty much right on with what
happened with your launch.

Casey: Yeah, it is, it is. And so, everything we’ve talked about, like I said, we have
all of that stuff. And we even have all of those follow-up sequences and
the numbers and all that kind of stuff in the resource, so everybody can
take a look at that and see. It was huge.

Diane: Yeah. And I think they even tell you like what day after they were sent,
and those kinds of things. So you really can model exactly what we did
throughout that process.

Casey: Yeah. That's good. That takes us all the way through launch.

Diane: Yep.

© COMPLETE MARKETING SYSTEMS, LCC 33