Review of Million Dollar Manual by Matt Gagnon for Online Business

Matt is a former marketing director for Bowflex.  Interestingly enough, this gives him a unique perspective on internet marketing because he brings solid direct marketing and mail order experience and knowledge to the rapidly (and sometimes vapidly) changing internet marketplace.

 

So, does that mean that his “Million Dollar Manual” is a viable system of Internet marketing and commerce?  No.  It doesn’t.  What does?

 

Matt Gagnon’s company of less than 5 people is grossing high six figures. Frankly, that should be indicator number 1.  I’m not saying that someone who is only making a few thousand dollars a month from their Internet business does not have good information to offer.  Not at all.  However, Matt’s income is a good indicator of how REPEATABLE the success of his system is.

 

The Million Dollar Manual comes is a loose-leaf binder that contains 605 pages broken up into 6 chapters.  You will also receive 6 cassette tapes that introduce you to Matt and give you a sense of what kind of guy he is (Not enough chicks in this business-Audrey Kerwood) but also an overview of his material.

 

Okay, those are the basics, here is my perspective.

You are going to find a lot of systems out there that contain a great deal of similar information, at least to one degree or another.  I believe the value of a system manifests itself in how the information can be related to Real-World examples.

 

This is why I like Matt Gagnon.  There is a section in his book that contains step-by-step plan about how to get your business started if you have:

       A)     $200

       B)      $500

       C)      $1000

       D)      $2500

 

I have to stress how important this is because I believe that Matt understands the priorities of starting a HBWB (Home Based Web Business).  The reality is that cash can be scare when you start down this road, and your time can be even more valuable-it’s the only thing you have that doesn’t automatically deplete your wallet. 

 

These type of “What if you have…” scenarios really help define the importance of each one of your business start up tasks.  The secret here is that they are the same no matter how much money you have to spend.

 

Matt’s book is comprehensive and he starts you right from the beginning.  The first chapter has a section devoted to the “How To” of setting up your home office shop.  He gives advice about using fax machines and voice mail and how he used it to build the credibility of his own company.

 

It’s interesting how Matt relates all of his start up experience to the current state of his own company.  He writes very candidly, to the great benefit of his readers.  While you may not agree with some of what he has to say, you will know exactly WHY he feels the way he does.  Of course, he can always back up his opinions with a paycheck.

 

Continuing through your read, you will find all of the processes that Mr. Gagnon uses to:

      1)       Create a product

      2)       Package a product

      3)       Market the product

      4)       And (one of the most important things that Matt does) upsell the customer and keep them forever

 

Unlike most of the other systems out there, Matt believes strongly in off-line marketing.  He brings to the Internet the roots of his former Direct Response and Direct Mail experience.  He actually uses classified ads in newspapers to generate business! (Not like Don Lapre-God Forbid!).

 

There is also a great deal of information about finding the best mailing lists and using them to start a small inexpensive direct mail order campaign and grow from there.  He talks about the benefits and drawbacks of post card mailings, how to write ad copy and other direct Mail techniques that are seldom touched upon by the competition (Which he doesn’t believe in, by the way…)

 

In regard to Ad copy, Matt reasons that the same Ad writing techniques that work successfully in direct mail will work online.  He is actually a master copywriter, and has successfully made the transition to writing brilliant ad copy on the intent. 

 

In his comprehensive approach, Matt walks you through the specifics of setting a fair price (one that you can still make a profit at), structuring your guarantee, the key elements of your sales letter and how to structure your web site.  He has created his own marketing guideline called the D.E.S.K. principal.  Drive (Traffic), Educate (your audience), Sell (them the concept) and K (klose the sale).

 

While the last 2 may seem redundant, Matt explains why they are both essential and how most marketers make the mistake of combining the two.

 

With this DESK concept in mind, the system goes on to explain each of the components in great detail, offering suggestions and advice on how to implement them into your specific situation

 

It seems that every marketer out there has their own method of driving traffic to their site and Matt Gagnon is no exception.  One method that he champions is the Pay per Click search engines.  Specifically Overture and Kanoodle.  He spends thousands of dollars each month on them with great success. 

 

I like the section in the Million Dollar Manual that actually breaks down the submission process for each of what he considers to be the most effective search engines. It contains contact information, submission guidelines and the process that the engines use to categorize your site.  Good Stuff.

 

What I’m not a fan of:

 

I don’t particularly care for MLM.  However, I need to tell you that that’s not really a fair thing to say because I don’t have much experience with them.  Matt does.  Chapter 5 is devoted to Direct networking which is Matt’s new, improved version of MLM. What’s written here all makes sense and some of his concepts and execution are revolutionary.  There is certainly a lot to be learned.  But I just wasn’t interested.

 

It’s probably my own short coming, so let me make that predisposition clear.  Otherwise, if you are a MLM’er this chapter should open your eyes to everything that your current MLM company is doing wrong.

 

In short (yeah right!)  Matt Gagnon’s “The Million Dollar Manual 2” has quite a few new and useful techniques.  The real winning chapters are the ones that explain a concept, show you an example and then tell you how and where to carry it out.  Folks, these kind of step by step examples coupled with the resources to execute them is harder to come by than you might think.

 

Oh sure, there are lots of books and systems that contain theory and hypothesis. This system isn’t one of them.  It has concreteness about it that makes you feel like you are looking over Matt's shoulder.

 

Mr. Gagnon has a casual writing style that makes reading his material easy and implementing his advice is straightforward.  He also does NOT send you 50 emails a month asking you to buy more stuff after you buy his Million Dollar Manual 2.

 

On his site he also has a great list of Business Opportunity Scams and reviews of Money Making Opportunities from WAY BACK.  Also good reading if you don’t find what you are looking for here.

 

Is Matt’s system a must have?  I have it and it had been invaluable.  Matt is all about the sales process and how to get your product or message in front of people.  He doesn’t back end you with a bunch of up-sells and his guarantee is among the best in the business.  

 

 Matt’s enthusiasm is contagious and I enjoyed listening to his tapes in my car.

 

I give him a thumbs up.

 

 

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