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Digital Marketer Lab FAQ

Digital Marketer Lab FAQ

by kobura02
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Digital Marketer Lab FAQ

Meet the DM team, take the tour and learn how DM does digital marketing.


1 – The Tour

Meet the Team

First, welcome to Digital Marketer Lab.

We’re absolutely thrilled you are here.

To begin your tour of Digital Marketer Lab, meet the DM team…

Ryan-Deiss-EPRyan Deiss is the founder and CEO of Digital Marketer. He is also a highly sought after speaker and consultant whose work has impacted over 200,000 businesses in 68 different countries.


Richard-Lindner-EPRichard Lindner is the President of Digital Marketer. Rich is our resident jack-of-all-trades. Not only is he an email marketing and deliverability maestro, but he also crafts and executes all sales funnels and product creation.

Molly-Pittman-EPMolly Pittman is Digital Marketer’s Vice President and Traffic Manager. She uses her skills to master Facebook advertising, execute our launches and coordinate all of Digital Marketer’s marketing efforts.


Ray-Plain-EPRay Plain is the Chief Technology Officer of Digital Marketer. Not only does he oversee all system operations, wrangle our servers and programming, but he’s also a master coder and writes all our software. Thanks, Ray!


Marshall-Owen-EPJames Marshall Owen is Digital Marketer’s Web Developer. Like what you see here? He is responsible for designing, coding, and modifying our websites.


Dennis Murphy is Digital Marketer’s Director of Marketing. He’s responsible for a lot of our marketing collateral — think VSLs, email campaigns, and all other promotional material.


Russell Henneberry is Editorial Director of Digital Marketer. Also known as Dr. Hansberry, he uses his skills to create awesome member content, host our regular webinars, and educate the masses on our blog.


Lindsay Marder is Managing Editor of Digital Marketer. She acts as content curator for the blog and helps to build member content. Her greatest superpower is unmatched anxiety for deadlines.


Matt Coleman is Digital Marketer’s Video Marketing Manager. We give Matt credit for making Digital Marketer look awesome on video. He’s responsible for all video content, YouTube advertising, AdWords traffic, and our end-of-meeting high fives.


Britney Arkin is Digital Marketer’s Graphic Designer. You know those cat ads enticing you to buy our products? Thank Britney. She uses her master know-how to make sure all of Digital Marketer’s graphics and branding look great for our members.


john_faqJohn Grimshaw is Digital Marketer’s Marketing Coordinator. His favorite pastimes include number-crunching, analyzing data from emails, websites, and customer service to map how people experience Digital Marketer’s products.


Warren Sterling and his beard of wisdom is Digital Marketer’s Customer Systems Manager. He is our Infusionsoft wizard, manages system automation and builds out our membership sites.


kevin_faqKevin Kramer is the Customer Support Manager of Digital Marketer. He makes sure everything runs smoothly and advocates for the customer experience on all levels. He has an uncanny knack at preventing meltdowns before they occur.


Michelle Dalton is part of Digital Marketer’s Customer Support team, a.k.a. our in-house saint. She makes it her priority to make you smile when things go wrong. You’ll often see Michelle in the Digital Marketer Engage group providing quick fixes to our awesome members.


Brian-Smith-EPBrian Smith is also an integral part of Digital Marketer’s Customer Support team. He is a tech specialist with a stockpile of answers and fixes, loves talking to our customers and guarantees you leave with a smile.


Suzi Barnes is Digital Marketer’s Community Manager, she provides help and direction in the Facebook mastermind groups, keeping the threads in great condition so that our information is always readily available to all of our members.


What is in Digital Marketer Lab and where can I find it?

We’ve got a tremendous amount of proven and actionable information available for you in Digital Marketer Lab, and we’re producing more all the time.

We’ll talk more about how to approach this content in a later step.

First, let’s take you on the tour.

Lab Resources

Digital Marketer Lab Orientation – Learn your way around Digital Marketer Lab, meet members of the DM Team and get oriented to our system and the way we think at Digital Marketer.

DM Lab Log-In – Log in to Digital Marketer Lab here.

Execution Plan Library – Access your library of “checklists on steroids” — we call them Execution Plans.

Office Hours Archives (click on Office Hours tab) – Access recordings of your weekly Office Hours call.  Each call leads off with a digital marketing lesson and ends with Q&A from your fellow DM Lab members.

DM Engage – Access your private Facebook Mastermind Group, DM Engage to give and get help, network with the smartest digital marketers in the world and stay current with what’s going on in DM Lab.

DM Toolbox (click on DM Toolbox tab) – Access the Ultimate Social Media Swipe File, the 3-Part Email Template that Consistently Doubles Sales and more resources in the DM Toolbox.


What Execution Plan should I do first?

This one. 🙂

That’s correct.  The resource you are reading right now is an Execution Plan.

However, this Execution Plan is different from the others in that it is strategic.

The rest of the Execution Plans in the library are tactical.

Before doing any other Execution Plan in the library, you first must understand the overarching strategy we employ at Digital Marketer.

This Execution Plan will teach you that strategy, answer some Frequently Asked Questions and finish by pointing you to the right resources to access first.


When are the webinar calls?

You have access to two regularly scheduled webinar calls as a member of Digital Marketer Lab.

1.  Office Hours – Occurs every Thursday at 3 PM ET.  Office Hours begins with a ~20 minute digital marketing training.  The remainder of the hour addresses questions from Digital Marketer lab members.
2.  What’s Working Now – Occurs once per month, toward the end of the month.  You’ll learn marketing tactics working right now from the world’s top digital marketing experts.

You’ll receive email notifications prompting you to register for each of these calls a few days before the call is scheduled.



How do I suggest a new Execution Plan?

We’re always listening in the Digital Marketer Engage group.

Tag Russell Henneberry, our Director of Editorial or Lindsay Marder, our Managing Editor in the DM Engage Facebook Group with your suggestions.

We also send out surveys periodically.


What are the rules in DM Engage Facebook Group?

The rules in the private Facebook Mastermind Group, DM Engage are simple:

1.  Don’t promote, sell or advertise products and services whether your own or affiliate offers.
2.  Be respectful.



Who do I contact with support issues?

Whether you have a question or need assistance with any of the products you have purchased from us you may contact us anytime…

Contact Us by Phone:

9 AM – 5PM CST
Monday – Friday

Customer Support Email:

Mailing Address:
4330 Gaines Ranch Loop
Suite 120
Austin, Texas 78735



Can my friend/family/coworker have access to DM Lab too?

Unfortunately, access to DM Lab is limited to the individual lab member only. We’d love your friends, family, and coworkers to dive in to DM Lab — but they need their own membership access to join the party.


How can we connect elsewhere?

We’re excited that you’re a part of the DM Lab team and we’d love to connect with you elsewhere.

Here’s where you can find us hanging out around the web…(Psst, click the platform you’d like to connect with us on and it’ll take you right to our page!)

fb_iconOur Facebook is a great place to find us sharing and promoting content. If you want to know the up-to-the-minute happenings at Digital Marketer, keep an eye on our Facebook page and the Digital Marketer Engage private group.

youtube_iconWant to go beyond just seeing the team’s picture? On our YouTube channel you get access to extra content, video blog posts, and bonus material (such as event footage). Be on the lookout for our new segment, Deiss Advice, where you can get your questions answered from Ryan Deiss!

twitter_iconTwitter is where you’ll find us streaming popular,evergreen content from our archives and new content based on YOUR habits and interests.

pinterest_icon Our Pinterest is full of interesting content, bookmarked and ready to be shared on your own boards.


googleplus_iconWe love to feature expert influencers on our blog, webinars, and events. Google+ allows us to share within those experts’ circles, and makes us easier for you to find on Google.

ig_iconWe love to post candid shots of the team hard at work coming up with new content, products, and courses for our members.



2 – Building Funnels

What is Customer Value Optimization?

At Digital Marketer, we teach a system called Customer Value Optimization or CVO.

It’s the same system Starbucks and McDonald’s have used to corner the coffee and hamburger markets.  It’s the same system Amazon uses to dominate ecommerce.  It’s how Best Buy, Beach Body (selling workouts like P90X) and Sports Illustrated have become household names.

This system works for small and enterprise level businesses.  It works for mom-and-pop shops and billion dollar retailers.  It works whether you sell traditional products, digital products or services.

This system works because it exploits each and every aspect of the irrefutable law of business growth put forth by legendary marketer Jay Abraham:

There are only three ways to grow a business,

  • Increase the number of customers
  • Increase the average transaction value per customer
  • Increase the number of transactions per customer

Read this section of this Execution Plan carefully.  Read it multiple times and commit it to memory.

This is the stuff they don’t teach in business school.

Learn the Steps to Customer Value Optimization

The following flowchart outlines the CVO system.

You can download a PDF version here

Print this PDF version and tack it to the wall next to your workstation.  If you plan to execute this plan, you’ll need to reference it often.

When you’re learning new tactics in Digital Marketer Lab like Facebook advertising, Google AdWords, Google Analytics, SEO or building landing pages you’ll need to constantly remind yourself of the CVO process.  Otherwise, you’re wasting time and money.

This is a warning:  There is little profit in understanding, for example, Pay Per Click (PPC) Advertising or Search Engine Optimization (SEO) in and of itself.  There is enormous profit in understanding how to apply these traffic strategies to the CVO process.

Here is a flowchart of the Customer Value Optimization system…

Here are the steps,

  1. Determine Product/Market Fit
  2. Choose a Traffic Source
  3. Offer a Lead Magnet
  4. Offer a Tripwire
  5. Offer a Core Product
  6. Offer a Profit Maximizer
  7. Create the Return Path

We’ll examine each of these steps in the process in this Execution Plan and point you to the resources we have available to dive deeper into each topic.

Some of these resources are freely available on the Digital Marketer blog.  Other resources are for sale in the form of training courses and others are available to you as a member of Digital Marketer Lab.



How do I choose a profitable market?

There may be nothing more important than choosing the correct market, simply because every other part of the process is dependent upon having a group of willing and able buyers.

No amount of work or luck will help if you don’t have a willing and able market.

Maybe you’ve been told that you can build a profitable business around any topic you are passionate about.


If there is not a sustainable market for your products and services, all the time you invest in building your business is a complete waste of time…

…you’re just rearranging the deck chairs on the Titanic, so to speak.

To confidently build a business around a market you must determine whether,

  • The market is big enough
  • The market is monetizable

To determine if the market is large enough look for,

  • 30,000+ Google searches per month on your top 3 keywords
  • Active blogs
  • Active Facebook Pages
  • Active Forums
  • Active Email Newsletters
  • Active associations

To determine if the market is monetizable look for,

  • Direct competition (They are doing exactly what you want to do.  This is a good thing.)
  • Indirect competition (They are selling to the same market, but don’t sell what you do)
  • Affiliate offers (Check Clickbank, Share-A-Sale and Commission Junction for related affiliate offers)
  • Advertisers (Where there are well-known advertisers, there is money)
  • Gurus (Look for very influential people associated with your market)
  • eCommerce Sites (Find sites that are selling products to this market)

These are all rules of thumb, of course.  If, for example, you don’t find an active forum or your keywords don’t add up to exactly 30,000+ you may still have a viable market.

That said, the more of the above criteria your market meets — the more likely you are to succeed.

In the next step, we’ll dispel the myth behind traffic generation…


How do I choose a traffic source?

Traffic is such a critical part of what we do as digital marketers.

As a result, we have dedicated an entire module of this Execution Plan to the subject of traffic generation.

For now, don’t worry about traffic — concern yourself with learning the rest of the Customer Value Optimization process in this module.

Once you understand the entire strategy, you can get busy learning to drive traffic to your offers.


What is a Lead Magnet?

This step, and the next four, will begin with the CVO diagram.  The diagram will have a “YOU ARE HERE” label indicating the part of the process we are discussing in this step.

You are here…cvo_youarehere_3
The next two step (Offer a Lead Magnet and Offer a Tripwire) show you how to grow your business through the first of Jay Abraham’s methods, increase the number of customers.

The Lead Magnet is an irresistible bribe that gives a specific chunk of value to a prospect in exchange for their contact information.

Make no mistake, although no money changes hands, this is a transaction.  And, it is often the first transaction you will have with a prospect.

You will need to provide tremendous value with the Lead Magnet.

The Lead Magnet is usually offered on a web page called a landing or squeeze page that is optimized to convert even cold traffic into leads.

The landing page doesn’t need to be fancy.  Here’s a high-performing Lead Magnet landing page from one of our businesses in the Kindle publishing niche,

Kindle eBook Lead Magnet

The Lead Magnet exists to increase leads.  Because the Lead Magnet is the very top of the CVO Funnel, increasing opt-ins here will pay dividends throughout the rest of the system.

What irresistible bribe could you offer in exchange for a prospect’s contact information?



What is a Tripwire?

You are here…


If you understand and execute on this step, you’ll be ahead of most of your competitors.

Remember, our first goal is to increase the number of customers.  So far, we have only generated leads through the Lead Magnet. We still haven’t generated new customers.

The Tripwire offer is made to those that have displayed interest through the Lead Magnet.  The Tripwire is an affordable offer, usually between $1 and $20.  In markets selling high-ticket products and services Tripwire offers as high as $500 can convert well.

The goal of the Tripwire is to fundamentally change the relationship from prospect to customer.  The conversion of a prospect to a customer, even for $1, is magical.

The key is to make a Tripwire Offer that leads are unable to resist.

The most common way to make the Tripwire irresistible is by selling it at cost and, in some cases, at a loss to you.

That’s correct.  You are not trying to make a living from selling Tripwire Offers.  You are trying to acquire buyers because there is nothing more valuable than a list of buyers.

When you understand the rest of the Customer Value Optimization process you will understand how the Tripwire Offer is the single most powerful addition you can make to your business — even though you make no direct profit from it.

A classic example of a Tripwire Offer comes from Columbia Records,

Columbia House Tripwire Offer

Columbia House took over the music market by making an absolutely irresistible offer (13 records or tapes for $1) because they understood that acquiring a list of buyers is the name of the game.

Tripwires are all around us.

It’s the ridiculous flat screen TV deal at Best Buy.  It’s the rock-bottom price of a Kindle Fire.  It’s the $20 for $50 worth of Mexican Food Groupon offer.

The strategy of Tripwire offers is simple,

Convert the maximum number of Lead Magnet leads into paying customers, even at the expense of your profit margin, with the understanding that acquiring a paying customer will deliver profit through the next three steps:

  • Core Offer
  • Profit Maximizer
  • Return Path

Ok, now that you understand how to increase the number of customers, let’s talk about increasing the average transaction value per customer.




What is a Core Offer?

You are here…


You likely already have a Core Offer.  It’s your flagship product or products.

Most businesses get nowhere by making Core Offers to cold prospects.  You’ll see your Core Offer sales explode with the addition of the Lead Magnet and Tripwire Offer.

After all, you’ve already had two successful transactions with this buyer.

This is why it’s critical to over deliver with the Lead Magnet and Tripwire.

In some cases, sales from the Core Offer will make you profitable.  But it doesn’t have to.  If you follow through on the CVO process, you could take everything you make from the Core Offer and reinvest it to acquire more customers.

Again, this is how you become unstoppable.

You build a system in which you can spend more to acquire a customer than your competitors.

Your competitors are making a Core Offer and trying to make a living from it.  You don’t need to make a dime from your Core Offer.

Remember, as Jeff Bezos says, your competitor’s margin is an opportunity.  It is your opportunity to, for example, spend more on traffic acquisition, conversion rate optimization or increase the value of your offers.

It might stun you to find out that many of the most successful businesses in the world make no profit until they reach the next two stages, Profit Maximizers and Return Path.



What is a Profit Maximizer?

You are here…


The second of Jay Abraham’s business growth methods is to increase the average transaction value per customer.  The Profit Maximizer does just that.

Most businesses don’t have Tripwire Offers and they don’t have Profit Maximizers.  They live and die selling cold prospects on their Core Offer.

This is why they struggle and you won’t.

Would it shock you to find out that McDonald’s makes almost no money on the hamburger.  The hamburger is the Core Offer, but it’s the fry and Coke Profit Maximizer that built the Golden Arches.

McDonald's Profit Maximizer

Best Buy sells laptops and plasma TV’s (Core Offers) on wafer thin margins you can’t resist and makes it up on warranties, installation and Geek Squad support (Profit Maximizers).

Amazon shows you at checkout, “People that bought this product, also bought that product” to increase the Average Basket Value, also known as maximizing profit.

What could you be offering as an upsell or cross-sell?  What could you bundle with your Core Offer?  How can you enhance your Core Offer through a club or membership site?



What is the Return Path?

You are here…


The last way to grow a business is to increase the number of transactions per customer.

Enter the Return Path.

The goal of the Return Path is to have frequent, strategic communication with your buyers and prospects that cause them to buy again and again.

Because you have received their contact information through the Lead Magnet you have the ability to continue marketing.

You can offer new Lead Magnets, Tripwires, Core Offers and Profit Maximizers because you have permission to market to them.

Email marketing, content marketing, organic social media, custom audiences and ad retargeting are tactics used to maintain communications with customers and increase transaction frequency.

How are you ensuring that you can reach your customers again and again?  When was the last time you contacted a customer with something other than an offer?

Return Path Resources

From the DM blog:

From Digital Marketer Lab:

From our Training Courses:

Increase the number of touches with your existing customers, both promotional and non-promotional, and you will increase transaction frequency through the Return Path.



Do I need all pieces of the CVO system in place to get started?

It’s not essential to have all pieces in place to move forward.

Each step of the process has a specific purpose.

  • The Lead Magnet by itself will increase leads.
  • The Tripwire by itself will grow your buyers list.
  • The Core Offer by itself will make you profitable.
  • The Profit Maximizer by itself will increase that profit.
  • The Return Path by itself will bring buyers back more frequently.

Application of even one of the steps in this system will grow your business.

Applying them all will make you unstoppable.





What metrics should I be measuring?

Successful digital marketers make calculations.  Then… they adjust based on data.  They adjust based on math.

We’re not talking advanced math either.  These are simple formulas you can apply RIGHT NOW that will take all the guesswork out of your marketing. Successful digital marketers monitor these two metrics…

  1. Average Customer Value (ACV) – Tells you how much you can pay to a acquire a customer.
  2. Earnings Per Click (EPC) – Tells you how much you can pay for a click.

Remember, your goal is to be willing and able to spend more than your competitors to acquire customers.  If you can do that… you win.

Here’s an example in the information marketing space…

A weight loss/fitness blogger has built the following funnel,

Info Marketing Funnel

In the example above the marketer has the following funnel metrics,

  • Tripwire Offer – The Tripwire is converting 5% of new leads to customers.
  • Core Offer – The $100 Core Offer is converting at 30%.
  • Profit Maximizer – The $300 Coaching offer is converting at 10%.

The smart marketer asks two questions after looking at these numbers…

  1. How much is a customer worth? (Average Customer Value or ACV)
  2. How much can I pay for traffic? (Earnings Per Click or EPC)

Calculating Average Customer Value (ACV)

This is about IMMEDIATE Average Customer Value (ACV)… not Customer Lifetime Value.

Customer Lifetime Value has its place but this isn’t it.

This is about measuring the IMMEDIATE impact that a specific marketing funnel is having on the business, because unless you’re sitting on a giant pot of cash you simply can’t afford to wait a “lifetime” to recoup your acquisition costs.

Here’s the formula for calculating ACV…

Tripwire Price +  (Core Offer Price * Core Offer Conversion Rate) +  (Profit Maximizer Price * Profit Maximizer Conversion Rate) = Average Customer Value (ACV)

Here’s what it looks like for the example funnel above…

$7 + $100(.3) + $300(.1) = $67 Average Customer Value

In this example, every time you sell a $7 Tripwire Offer… you make $67 in revenue.

In other words, you can spend $67 to sell a $7 offer WITHOUT having to go negative!

Do you see the power knowing this number will give you over your competition?

But we’re still not finished…

Calculating Earnings Per Click (EPC)

Now that you know what a customer is worth… you can calculate how much you can pay for traffic.

This is how you dominate your market.  Your competitors are guessing how much they can pay per click… you have data.

Here’s the formula for calculating Earnings Per Click…

Sales / Clicks = Earnings Per Click (EPC)

So, if in the example above we send 1,000 clicks to the Lead Magnet landing page and generated $3,000 in sales throughout the funnel the formula would look like this…

$3,000 sales / 1,000 clicks = $3.00 Earnings Per Click (EPC)

This means that you could spend as much as $3.00 per click without going negative.  This is why we don’t worry about traffic until later.  If you know what you can spend to acquire traffic, this game is MUCH EASIER.

The “Dependency” Clause

In some funnels it won’t make sense to make an offer unless the prior offer was purchased.  In other words, some offers in your funnel may be DEPENDENT upon the purchase of the prior offer.

Furthering our example from above — if the $300 Coaching Offer is only made to a customer that purchases the Core Offer — the formula for calculating ACV will change.

In this case the formula will be…

$7 + $100(.3) + $300(.3 * .1) = $46 Average Customer Value

Notice the difference in calculating the value of a customer that buys the Coaching Offer because this offer is dependent upon the purchase of the $100 Course.

Here’s the takeaway…

Where possible, create offers that are relevant to the prior offer in the funnel but not dependent.  Creating dependencies in your funnels will reduce Average Customer Value… and your bank account balance.

Additional Resources

In the Mastering Google Analytics Execution Plan, the “Advanced: Full Funnel Measurement” step in Module 4 provides a video explanation and a spreadsheet to be used to calculate ACV and EPC.




3 – Traffic Generation


How do I get traffic to my website?

Wrong question.

The fact is that traffic is all around you.

Google, Facebook and LinkedIn (just to name a few obvious sources) have millions billions of users they’ll happily send to your way.

You just need to cut them a check.

The right questions to ask are:

What offers will I make to new leads?

  • How well do these offers convert?
  • How much is a visit to my landing page worth?
  • How much is a new lead worth?
  • How much is a new sale worth?

What if you knew that every time you generated a visit to a particular landing page you made a $10 profit?  Could you get traffic to that page?

Sure, you could spend up to $10 to generate that visit without losing money.

It isn’t difficult to answer these questions.

Start by understanding the complete Customer Value Optimization (CVO) process that we will outline in the next module of this Execution Plan.

You don’t have a traffic problem.

With the right offers in place you’ll have the ability to buy all the traffic you want.




What traffic source(s) do you recommend?

There are a ton of traffic sources on the web. It’s tough to decide where to start…

The most important part of picking a traffic source is figuring out where your audience is hanging out on the web. If you know where they are, then you know where to buy media in order to get your message in front of them.

Fortunately, with Facebook’s volume of users and targeting options, it’s almost always the best place to start in terms of traffic. It’s an inexpensive traffic source with an easy advertising interface and targeting options that will allow you to get super specific.

I also suggest leveraging Twitter Ads, Linked In Ads, Google Adwords, Google Display Network, Bing ads, SiteScout (display advertising) wherever your market is hanging out. You can use a service such as What Runs Where to do a competitive analysis on your competition’s (or anyone in your market’s) media buying.



What do I need to get started with Facebook Ads?

To get started with Facebook ads you first need to have a broad idea of who your target market is. How will you reach them on Facebook? What influencers do they follow? Books do they read? Events to they attend? The Facebook Social List BuildingExecution Plan will walk you step by step through the Facebook advertising process.

You’ll also need eye catching images and copy (which will probably come from your landing page).



What size should my Facebook ads be?

Use this resource: https://www.facebook.com/help/103816146375741



Facebook disabled my account. What should I do?

Talk with Facebook. Complete the form that they provide for you upon disabling your account. DO NOT open another account… try to work it out with Facebook.

Call this number for support and also to become a part of the Facebook Go program: 1-800-601-0077.



How long do you let a Facebook ad run before tweaking the offer?

This is a tough question. Depending on my familiarity with the market and the offer, I can make calls on ad tweaks within hours. If you’re running a new campaign, GIVE IT TIME. Run 200-300 clicks to your site and give the campaign at least 2-3 days to run its course. Facebook needs time to optimize ads. They have to figure out who is responding to your campaigns and how they can continue to optimize them. Please do not spend $5 and then report that the ad isn’t working. 🙂



4 – Tools and Resources



What tools do you use at Digital Marketer?

At Digital Marketer we test a lot of tools.  We figure out what works and use it to run our businesses.

You can see all the tools we use at Digital Marketer on our Resources page.

You can also see the tools that Digital Marketer Lab members use to execute their digital marketing here.


What WordPress theme does DM use? What themes do you recommend?

The DigitalMarketer.com website is built on WordPress and uses a completely custom coded theme.

We recommend a couple of different premium themes for blogs:

Max Mag – This is the theme we used to build SurvivalLife.com.

News Pro – This is a good theme by Studio Press built on the Genesis framework.



What are you using to shoot video?

Want to know how we shoot video?

Well, here’s a video…



What fonts do you use in ads and elsewhere in your design?

We use a number of fonts including…

  • Avenir Next
  • Avenir Next Condensed
  • Avenir
  • Gotham
  • Bebas
  • Bebas Neue
  • Open Sans
  • Open Sans Condensed Bold
  • Shadows Into Light
  • Streetwear
  • Trump Gothic



What platform was used to build DM Lab and other courses?

Execution Plans in DM Lab are built using a heavily customized version of the PODS plug-in for WordPress.

For courses like Napkin Project, The Machine, Authority ROI, etc. we use:



Where do you get inspiration for your ad design?

Design blogs such as Dribbble, Pinterest, Behance are great resources for keeping up with the latest design trends and to find inspiration.

For our process, as a team, we like to talk about our different concepts for the ads/images, and sketch out various ideas. Then once decided on an idea, it is time to execute!




What font do you use in your video sales letters (VSLs)?

We actually get this question a lot.

The font is Kreon.

Learn more about video sales letters in the VSL Formula Execution Plan.



What programs do you use for design?

For our Facebook ads/images: Adobe Photoshop/Illustrator
PDF Layouts: A combination of Adobe Indesign/Photoshop/Illustrator
All other images: Adobe Photoshop/Illustrator



5 – What do you want to do today?

How to use this section

In this section we will point you to the right resources based on what you would like to accomplish. First, our Execution Plans are mapped back to the Customer Value Optimization flowchart we discussed in the “Building Funnels” module of this Execution Plan. You can download this version of the CVO graphic by clicking here. The image looks like the below and you can click here to download a larger version of this graphic or just click on the image below to enlarge it.


Second, the next several steps in this Execution Plan describe common digital marketing goals.  Simply click to open the section that corresponds with what you are trying to accomplish. Some of the training featured in this section is freely available on the DM blog, others are available to you as Execution Plans in Digital Marketer Lab and some are available through our training products.


Create a high-converting Customer Value Optimization funnel


The Napkin Project is the perfect companion to your Digital Marketer Lab membership. Here’s what you get:

  • A complete 10 Module course containing everything you need to build your own profitable sales funnel that easy to set up and run.
  • Access to our highly-profitable, tested and proven fill-in-the-blank email campaign templates that are as simple to use as Copy-Paste-Send!
  • Step-By-Step breakdown of how to turn your Core Offer into several Tripwires and Lead Magnets allowing you to create your funnel quickly.
  • A complete walkthrough of how to quickly run test traffic to tweak your offer and scale your business fast.

Learn more about Napkin Project here



Start a blog that makes money


  • 6 Core Modules with 17 training videos that walk you through the entire blog set up and launch process from start to finish.
  • The 7-Day Launch Process that, when executed, will send a flood of traffic your way the first week you go live…
  • How to make your “First $1000” (even if you have a small, rinky-dink list and no product…)
  • A list of our top 5 favorite themes (all under $50) and top 11 plugins (almost all of them FREE!) that will have you up and running and looking like a PRO in minutes…
  • How to get PREMIUM CONTENT your visitors will love WITHOUT you doing any work (and no, I’m not talking about those garbage freelance sites)…
  • …and so much more!


Own this training already, CLICK HERE to login!



Create an automated email follow-up system


Here’s what you get:

  • A complete 6 Module course containing everything you need to build your own email marketing machine that will get you up and running quickly.
  • 26 PROVEN, “templated,” done-for-you, customer-getting email campaigns (that work in any market)…
  • Step-by-step, “watch over our shoulders” walkthroughs showing you how to set up your email followup machine inside the most popular email platforms so you know exactly how to get set up and deployed quickly.
  • Private access to the Machine Members-Only Facebook group where you can network with other Machine owners and get your most pressing questions answered quickly.


Own this training already, CLICK HERE to login!



Drive traffic to an offer

Driving traffic is an important part of what we do as digital marketers.

Let’s take a quick look at the Customer Value Optimization (CVO) flowchart to see where traffic fits.  Remember, it’s critical that you understand the “Building Funnels” section of this Execution Plan before you start driving traffic.


Don’t try to master every form of traffic generation. Pick one.  Master it.  Then, add another.

If you’re not sure where to begin, start with the Facebook Social List Building Execution Plan.  Facebook currently has the largest audience and the most advanced targeting options.

The Execution Plans that teach traffic generation are:



Set up an email series that sells a product

We have two resources for you in Digital Marketer Lab and a premium training product called The Machine.

The resources available in DM Lab are:



Boost conversion rates on a funnel

Boosting the conversion rate starts with making the right offer and presenting it persuasively.

Here are the resources available in Digital Marketer Lab:




Create a social media strategy

Social media can move the needle for your business — if you have a plan.

Here are the resources available in DM Lab:



Get better at measuring my website’s performance

We improve upon what we measure.  At Digital Marketer, we use the free version of Google Analytics.

Here are the resources available in DM Lab:



Build my email list

Building an email list is critical to the success of your business.  Once you acquire a new subscriber/lead on your email list, the cost of reaching them again and again is reduced to virtually nothing.

Here are the resources available in Digital Marketer Lab:



Get more free traffic from Google

To get free traffic from Google and other search engines you need to learn the new rules of Search Engine Optimization.

Here are the resources available in DM Lab:

How to SEO a WordPress Website – Take the 11-Point SEO Health Check, make an SEO plan and implement it on your WordPress website.  Most of what you’ll learn in this Execution Plan can be applied to any website, not just those built on WordPress.



Reduce the amounts of refunds I’m getting

Reducing refunds is about getting more out of what you’ve already got.

Here are the resources available in DM Lab:

  • 5-Part Refund Reducer Email Series – Copy and Paste the email series we use to reduce refunds. We’ll show you how to adapt these emails for your business and how to measure the effect.


Sell high dollar B2B products and services

LinkedIn Advertising comes with a much higher cost per click than most traffic sources.  That said, if you’re selling high dollar products and services to other businesses, LinkedIn Ads might be exactly what you need.

Here are the resources available in DM Lab:


Launch a Kindle book

Do you have a Kindle book and want to get it out to the public?  We have an Execution Plan for that.

Here are the resources available in DM Lab:

  • Launch Your Kindle E-Book in 14 Days – Authors and business owners learn multiple strategies our team has developed to push a Kindle book to the top of its category… and keep it there.


Set up an eCommerce store

Ready to start selling your products on your own eCommerce website?  We have an Execution Plan for that.

Here are the resources available in Digital Marketer Lab:


Increase open rates on emails

Open rates are first and foremost about the trust you’ve built with your list.  A close second is your subject line.

Here are the resources available in Digital Marketer Lab:



Set up a Facebook page for my business

Don’t have a Facebook page for your business?  We have an Execution Plan for that.

Here are the resources available in DM Lab:


Don’t see what you’re looking for?

We’re always creating new training for Digital Marketer Lab Members.

If you don’t see what you’re looking for, let us know in the DM Engage Facebook Group.

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