FREE Multi-Media Training Series 
Only: October 29th - November 4th
LESSON #1 of 5:
"The Magnificent Cycle Of Scale"
From: Todd Brown
West Palm Beach, Florida

In hindsight, this shouldn't have surprised me. 

But it did. 

What I discovered in just the first hour of the Agora Financial traffic recordings... is worth far more than the $6,228.50 I shelled-out to have the entire training recorded.

In today's Lesson, I'll tell you the secret they shared in that first hour. 

First, know this...
Agora Financial (AF) is the 800-pound gorilla in the world of direct response marketing, today. The King of the Hill! 

Largely, because the system they've developed for driving traffic and turning that traffic into new buyers, is the most effective in the world. 

It's a money machine... bringing them up to 4,000 new customer sales PER DAY... and a fresh million dollars in revenue every forty-eight hours or so. 

And their traffic and acquisition system is why and how they've been able to dominate their space, and wipe-out or acquire almost all their competitors. 

Best part of all... 

It's proven to be a repeatable system. It's consistent. And it works almost every time. Which is why AF can launch new ventures and new imprints, and take those new businesses to tens of millions of dollars in just months.  

But, this is also why AF is so secretive about their traffic-generation and media buying methods. It's worth its weight in gold to them. 

So, while the copywriters at Agora Financial talk openly about their copywriting methods, no AF outsider has ever seen any piece of their coveted traffic-generation process. 

That is... until a couple months ago. 

That's when they strangely granted me permission to have a videographer film their one and only internal traffic training. (I'll tell you later in this series why they allowed me to do this.)

The training event was a MONSTER. It covered their entire media buying, advertising, and customer-acquiring approach.  

Led by Katie Vogel, AF's Chief Marketing Officer, and two of her top Marketing Directors; it spanned 12 days over the course of an entire month.

I didn't want to miss a single word, so I told the video guys not to edit anything. To just send me the raw footage. 

Once they uploaded it all to a private Google Drive, I devoured the recordings as fast as I could. 

And all I can say is... absolutely... friggin'... incredible!

And, while I don't have permission to share these recordings or their traffic-generation system, publicly... nor the time or space; I will share in this mini-series... what I believe is... the most unique, insightful, shocking, and eye-opening pieces of the AF traffic, media-buying, and acquisition system.

And, without question, if you apply what you hear... this could make you rich. 

No joke. No hype. No messing around. 

So buckle-up; you're in for a treat.

Here we go...
The Belvedere Hotel is a Baltimore landmark at the southeast corner of North Charles Street.
Three days a week, for an entire month, about two dozen marketers, media buyers, and members of the Agora Financial marketing team filled the 13th floor. 

Many, having relocated to Baltimore for the month. All, there to learn AF's unique system for driving traffic and new customer sales. 
Day one of this month-long training took place on Monday, July 30th. 

Things kicked-off with a bang.

"Before we get started," said Chief Marketing Officer, Katie Vogel, "if anyone's willing to leave right now, I'll write you a personal check for a thousand dollars and arrange for your travel home."
She was dead-serious. Willing to pay-off, and get rid of, anyone who didn't recognize the monster value of what they were about to learn.  

The room went silent.

"Any takers? No?"

Not a peep. 

"Okay. Well, every week I'm going to give you the chance to take this thousand and go. Anytime you want, you just let me know, and it's yours." 

Katie put the check away. Took the next 25 minutes or so to explain the history of Agora Financial and their structure. Then, jumped right to a slide with a simple formula on it, labelled Key Factors For Sustainable Growth.
"This is at the heart of all of our marketing, media buying, and customer acquisition," she said. 

"Assuming you have a good marketing message, combining A.R.M. with an increasing Allowable CPA is how you grow a business exponentially. So, let me explain what they are, and how we use them."

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Now, let me interrupt the story, for a second, and explain a couple of things.

First, what Katie means by a good marketing message is a campaign with a Big Marketing Idea, an emotion-inducing lead, a solid argument, and a quality offer. 

Katie's not talking about having the latest and greatest whizbang sales funnel. Nor is she talking about having the most up-to-date conversion hacks or tricks or anything like that.

The majority of Agora Financial's marketing campaigns are basic and simple. Even considered "dated" by some. 

But, simple marketing funnels with a "good marketing message" combined with A.R.M. and an increasing Allowable CPA... can produce a crazy, crazy fortune for you. 

Don't ever forget that. It's exactly how Agora Financial has become, and remains, Top Dog.

Second, let's talk about CPA for a moment. 

You likely know, CPA stands for Cost Per Acquisition. 

In the context of customer acquisition, CPA is the cost to generate a single new customer sale. 

So it's a lagging indicator. It tells you what it cost you, after the fact, to acquire each new customer. 

For example: Say you spent $1000 on advertising and generated 10 new customers. You have a CPA of $100 ($1000/10). 

But, what is Allowable CPA? 

And, for that matter, what is A.R.M.?

Well, let's pick back up with the story to find out... 

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Katie hits the space bar on her laptop. 

A new slide appears on the screen. 

"Alright. ARM," she says, "is acquire, retain, and monetize. We use different processes to bring in new customers, maintain an on-going paid relationship with them, and grow their value by presenting them with additional offers."

Katie stresses the word "paid" when talking about the on-going customer relationship.

She's really trying to drive home the point about building and maintaining a list of buyers. Not prospects. 

"The key," she says, "is that we're acquiring new customers for each of our products at the right price point, then using our monetization processes to drive-up the value of each of those new customers." 
Katie goes on to explain how AF treats acquisition and monetization as two different stages and activities of marketing. With two vastly different objectives. 

Acquisition is all about buying a new customer today. And paying a good price for it based on the historical value of a customer today.

Monetization is all about increasing the value of each new customer. And doing it with a variety of offers, both their own and from affiliates and partners. 

Make sense?

Good.

Onward.
 
Katie hits the space bar on her laptop again. 

Another new slide appears on the screen. 

"Allowable CPA," she continues, "is what we as a business have decided we're willing to pay to acquire a customer. We calculate Allowable CPA by seeing how much the average customer spends with us after being on our list for different periods of time. One month, six months, a year, etc. And we do this calculation for each of our products."

Katie steps forward. Now looking a bit more serious.

"Allowable CPA is the biggest indicator of how well the marketing team can scale a promotion. It's the whole game," she says.

And she's right.

Think of it like this...

Allowable CPA tells you what you can afford to spend to acquire an asset. In this case, a new customer. 

The more you can afford to spend, the more assets (i.e. customers) you can acquire. And the easier acquiring them will be. 

Katie goes on for the next half hour or so to detail why this is the case. And, how they use A.R.M. and Allowable CPA, together, to create a Cycle of Scale (COS).

Here's where things start to get exciting. 

The Cycle of Scale kicks-in as customers are being acquired, their value being increased, and that increased value allows you to pay more to get more customers. 

It becomes a machine that's more effective, more efficient, and more valuable as it runs. Bringing in more and more customers, growing your Allowable CPA, then bringing in more customers, increasing their value again, and round and round she goes.

It's a beautiful thing. 

But, I'm getting ahead of myself.

Let's get back to the story. Now, about two hours into day one.

"Our system uses three main acquisition channels to bring-in all of our new customers," Katie says. "Here they are and how we use them."

The following slide appears on the screen... 
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