Partnerships

The course I wish I had created

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Just a few moments ago, I sent an email to marketer Matt Giaro, telling him he’s free to use the following line and to attribute it to me:

“You took the information I gave you and ran with it much further than I did, and developed a complete system for it and got repeatable results from it, unlike me. I wish I had done what you did, but now that you’ve done it, there’s no need for me to do it on my own and duplicate the work.”

The background:

Some time last fall, Matt contacted me.

​​He saw that, earlier in the year, I had run a $300 classified ad in Josh Spector’s newsletter. He was thinking about doing the same, and he wanted to know my experiences.

So we did a quick little one-hour paid consult.

I told Matt how I ran a few successful newsletter ads (Josh Spector, Daniel Throssell), where I got hundreds of new subscribers who paid for themselves, usually on day zero.

I also told him about the unsuccessful newsletter ads I ran, which just cost me money and probably sender reputation (I’m looking at you, Udimi).

And that was that. Matt said thanks, and we went our separate ways.

Until this March. That’s when I saw that Matt was launching a new course, called Subscribers From Scratch. It was all about how he was getting high-quality newsletter subscribers by running little ads in other newsletters.

The fact is:

The way I was running newsletter ads required a good deal of work. It wasn’t something that I wanted to do every month, much less every week or two.

And since I have plenty of other shiny gewgaws to distract me, I never bothered to figure out how to run newsletter ads repeatably and to still get good results.

But Matt did figure it out.

He took what I told him and ran with it. He developed his own system that allowed him to get a few dozen or a few hundred subscribers each time he ran a newsletter ad.

But much more importantly, he figured out how to get quality subscribers, subscribers who ended up paying for the ad, often in a matter of days.

So like I said to Matt, his Subscribers From Scratch is the course I wish I had created.

I wish I had taken the trouble to figure out a repeatable, scalable system for running newsletter ads. I wish I had packaged it up and sold it.

But I didn’t. And now that he’s done it, I won’t have to.

Right about now, you might expect me to plop in an affiliate link for Matt’s Subscribers From Scratch.

That won’t happen.

Subscribers From Scratch normally sells for $397. But I got Matt to agree to give away a “lite” version of it — all the training and how-to information, minus the bonuses and templates — for free.

Well, for free if you’ve already bought my Simple Money Emails course. Or if you buy it before this Saturday, June 1, at 12 midnight PST.

If you’ve already bought Simple Money Emails, you should have gotten an email from me already with the instructions on how to claim Subscribers From Scratch Lite.

And if you haven’t yet bought it, but you want to learn how to write effective daily emails that make sales, and get Matt’s Subscribers From Scratch Lite for free, and learn how to get readers who actually buy from the emails you write, then here’s where to go:

https://bejakovic.com/sme/

High-ranking Tinder profiles

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I met a friend for dinner last night. As we sat over tacos gobernador, he told me about an acquaintance of his, who has cracked the Tinder code.

My friend explained:

Apparently, Tinder puts its users into castes of a sort. Based on how attractive you are, you get a score. And your profile is only ever shown to other people who are at your score or lower.

In other words, the caste of 6’s are allowed to gaze up and admire the caste of 9’s. On the other hand, the 9’s don’t even know the 6’s exist. Let them eat cake.

But!

My friend’s acquaintance has supposedly figured out a way to game the system. He can now create profiles that get a Brad Pitt score at will. And he’s selling these profiles.

Of course, once you update your Brad Pitt profile with your Ed Norton photos, the profile won’t stay inside the top caste forever.

But it will stay there for some time. And who knows, maybe that’s enough time to find true love? With somebody high-caste?

“Interesting,” I said out of the side of my taco-filled mouth. “So how is he selling these?”

“That’s the problem,” my friend said. “Facebook won’t let him run ads. So I suggested he could pay for an agency Facebook ad account. He could then cloak it. And who knows, after a while, he might figure out how to run these cloaked ads to sell his Tinder profiles.”

One way or another, this is the route many people take when they have something new to sell.

“I have the product. It’s great, or at least I think so. Now how in the hell do I build an audience, or create a marketing system, so that I can sell my great product?”

It can be done. But it’s a difficult and expensive path to go.

A much easier and cheaper route is to find people who have already built an audience or a working marketing system.

Example:

When I had the idea to create my Copy Riddles program, before I built it out, I reached out to Derek Johanson of CopyHour.

​​I explained my idea, and asked Derek if he would like to be my first affiliate.

​​Derek said yes, even though he had never met me before, and even though I had zero credentials as a course creator.

Example two:

I told my friend last night to tell the Tinder code-cracker to find people who are already running Facebook ads for Tinder offers.

You know, $37 ebooks with the magic 3-word Tinder opening line etc.

Reach out to these people, and see if they would be interested in selling their buyers on the opportunity to get seen on Tinder, so they can actually use their magic opening lines.

And that’s my suggestion to you too.

It’s not just if you have a new offer. It’s not just if you’re a newbie.

You can go at anything alone. You might make it. Or you might falter and collapse by the side of the road.

On the other hand, there are plenty of people who have already bought or built various bicycles, buses, or helicopters. Many of them might be willing to give you a ride. You just have to ask.

But back to my Copy Riddles program.

After Derek Johanson said he would be my first affiliate, I did end up creating the actual program. And Derek did end up promoting it as an affiliate. As did Daniel Throssell. Daniel had this to say about it (spliced together from a few of his emails):

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There are few other courses I fully and wholeheartedly endorse as strongly as one of my own. Copy Riddles is one of them.

It’s the most brilliant course concept I’ve ever seen… literally a gamified series of sequential puzzles that teaches you copywriting.

I have literally never had so many people write to me after I start promoting something, offering unsolicited & gushing feedback on it!

===

Maybe Copy Riddles can help you sell your own $37 ebook? Or maybe it can help you craft a sexy pitch that gets others interested in selling it?

If you’d like to find out more about Copy Riddles:

https://bejakovic.com/cr/

I asked for ideas to fail, and I got ’em

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The results are in. Well, some of the results.

Yesterday, I wrote an email asking my readers for ideas. On how I could make more money. And I offered a $100 reward — if I run with the idea and it fails.

Result:

I got a small number of replies so far. Almost all the replies were thoughtful, serious ideas that could legitimately make me more money.

I’ve decided to try out an idea sent to me by Modern Maker Jacob Pegs. I’ll report on the final result of that — $100 or glory — by the end of this month.

The thing is, I would like to do more. Try out two, three, all of the ideas people sent me. All at the same time.

I’d also like to finish that book I’ve been working on for a while. Plus I’d like to go through my existing emails and package those up into even more books.

I’d like to create a couple new courses, or maybe a half dozen. I have ideas for a few workshops as well. Plus I’ve been toying with the idea of creating a community for a while.

I’d like to find new affiliate offers to promote… I’d like to come up with some sort of continuity program… I’d like to build up my list with more people with money.

And that’s just for this little info publishing business.

There’s a whole big world of money-making opportunities out there that regularly calls my attention and tempts me with the thought of cool new projects using skills and assets I already have.

All that’s to say:

I’m a moderately successful dude. And I have a moderately infinite list of possible projects to do, all of which sound cool, all of which which could make me a ton of money, all of which could be good for me in other ways.

But there are people out there who are vastly more successful than I am. And those people have vastly infinite lists of possible projects to do, all of which sound cool, all of which could make them a ton of money, all of which could be good for them in other ways.

You see the problem:

Infinite opportunities…

Finite time. Finite energy. Finite head space.

And that’s pretty much the argument for going to business owners and saying, “Hey. You. How about I just do this for you? Don’t pay me anything. Don’t stress about this at all. I’ll handle all of it. Just, if it makes money, you give me a share?”

These kinds of offers work. I know, because I’ve made them, and I’ve had them accepted.

I can vouch first hand that these offers can collect you — as the party doing the work — a lot of money.

You can go out now and start reaching out to business owners and saying “Hey. You.”

If that works, great.

But if not, then consider Shiv Shetti’s PCM mastermind.

Shiv’s got a whole system for how to find business owners to partner with… how to approach them… what to say to them… and how to deliver on work that makes the business owner free money, which they are then happy to share with you.

Oh, and there’s also coaches inside PCM to help you along. I’m one of those coaches.

If you’d like to find out more about PCM:

https://bejakovic.com/pcm

Public appeal: What are you eyeing to buy?

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During my CopyHour promo last week, I got a message from a reader who got stung by buying too soon:

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Man you really gotta start posting an affiliate calendar, your bonuses are always amazing… same case as High Impact Writing. I already bought it on the first round of the year and I will say it was phenomenal. would’ve been great to get it from your affiliate though

===

An affiliate calendar is a smart idea. But the fact is, as things stand, I have no major affiliate offers planned soon. Maybe you can help me with that.

Ask yourself:

Is there anything you’re thinking of buying?

Any course, mastermind, coaching program you have your eye on, you’ve been saving up for, you’re on the fence with?

If there is, write in and let me know.

If it’s an offer that makes sense to promote to my entire list, I will reach out the offer owner and ask about striking some kind of a deal.

And when I do, I will make sure you benefit.

Maybe I can wrangle a sizeable discount on your behalf.

Or maybe I’ll add on valuable bonuses — extra trainings or a community or secret info — that make the original price seem like a steal.

You win. I win. And maybe even that offer owner wins.

So think for a moment. And if something pops up in your mind, let me know.

The oddest info product creators on my list

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Last night, I sent an email asking my readers if they sell their own info products. That email got a LOT of response.

Of course, most people on my list sell familiar info products — ebooks and courses on marketing, writing, bizopp.

But some people wrote in and managed to surprise me. A few standouts:

#1: “My wife and I are developing theatre training courses, mainly to sell to school teachers who are not drama teachers by trade, but have been ‘elected’ to teach the courses and put on the productions.”

#2: “Am currently writing some digital reports requested by our specialist cancer research audience although I have no real idea how to do this!”

#3: “I sell Numerology info products, such as relationship forecasts, life forecasts, name adviser, lucky numbers and in depth reports. I sell to business owners, individuals and women looking for alternative angle to motivate and advise on current situation.”

This morning, I sat down to reply to these folks and to everyone else who had written me. But before I did so, I asked myself:

“What do I want out of this interaction? Why did I even ask this question?”

The following reasons poured out of me. Maybe they will be of some interest or value to you:

1. Find out who’s doing well

2. Connect with more people

3. Find out what problems people are having

4. Find out what problems their customers are having

5. Find out if they have [CENSORED but keep reading, trust me]

6. Find out what’s currently working for them, what’s not working

7. Maintain or rather enhance my reputation

8. See if any opportunities [CENSORED again, but still keep reading, I promise I won’t keep doing this much more]

9. Get possible ideas for new offers to create

10. See if there are any good offers that [CENSORED, last censored thing, keep reading to find out how to uncensor]

11. See if there are people I could connect with each other, either as some kind of broker or just to help out

I’m not sure whether the list above can be useful to you in any way.

Whatever the case may be, my offer from yesterday still stands.

So if you sell your own info products:

1. Hit reply

2. Tell me what info product or products you sell and who you sell it to

When I get your message, I will reply and tell you a genuine secret way to sell more of what you’ve created.

I’ll also tell you about a special, free training — free as in not even any optin required — that lays out real gold about how to actually run this secret selling strategy in practice.

If you watch this free training, the CENSORED bits above will become clear as day.

And who knows. If you just reply to this email, maybe we can connect or exchange some ideas along the way.

50x affiliate deals

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I recently listened to Brian Hanly, who was a media buyer at Samsung as the company went from $75 million a year in digital ad spend to $1 billion.

Brian later spent five years at VICE selling ad inventory. Then during corona, he decided to start his own digital advertising agency.

He spotted an options trading app that was running a cool ad.

He called them, and he offered to run their ad all over Instagram meme accounts.

“How much?” the options people asked.

“Give me $10k a month for three months,” Brian said.

They did. Three months passed. And Brian and the options app people kept working together.

Brian kept upselling himself into bigger and bigger contracts with the options app guys. Time came though, and the clients hemmed, hawed, and apologized.

They were strapped on cash. Would Brian accept some shares instead?

Brian shrugged. “Fine,” he said.

At the time, the options app was valued at $1M.

​​One year later, eToro bought them for $50 million.

I heard this story inside the Newsletter XP course, which I’m promoting until the end of day today. As Brian finished his story, Alex Lieberman, founder of Morning Brew and co-host of Newsletter XP, jumped in.

Alex told his own stories of the stock deals that Morning Brew was offered as well.

Point being, if you have skills, or assets, you can do affiliate deals. But instead of getting paid a small fraction of the sale, you can get paid a small fraction of the whole business.

As Brian said inside Newsletter XP, be careful when you do these deals. But they can be lucrative — 50x, 100x, or 1000x of what you would normally make.

And now, let me point to the wall. The clock is ticking. Soon the hands will line up at 12 and then all hell will break loose.

Because I’ve managed to claw out a $200 discount for you from the usual price that Newsletter XP sells for. That discount is good until tonight, Monday Feb 26, at 12 midnight PST. If you’d like to take advantage of this, here’s what to do:

1. Go to the Newsletter XP sales page at https://bejakovic.com/nxp

2. If you decide you want to get Newsltter XP, then use coupon code JB20 at checkout.

3. Make sure the coupon code works — that you see the price drop by $200. This is not my funnel, and if you end up buying at full price, there’s nothing I can do about it.

Gift-box theory of marketing

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A few days ago, I bought the ticket for my second-ever Sean D’Souza meetup, this coming April, in Lisbon, Portugal.

Sean, as you might know, is an old-school online marketer who has been selling info courses about marketing since 2002.

The first meetup of his I attended, in Seville in Spain last year, was great.

I met a Hungarian who runs a dental clinic in Budapest, Hungary. We bonded over the fact that I lived in Budapest for a long time and had only good things to say about the place.

I guess he was grateful. Because in return, he told me his story and opened my eyes as to what marketing really is and how powerful it can be.

I’m about to share a part of this guy’s very clever marketing strategy for his dental clinic.

I can’t overstate how valuable and cool it is, at least if you’re into marketing.

What I’m about to write is worth reading closely, and remembering, and pondering. Here goes:

For years, the Hungarian ran a highly successful dental clinic doing dental tourism. He built the business on Google ads. Swiss or Brits came in to get their teeth fixed at a discount while enjoying a fancy hotel in Budapest.

And then, corona came. Lockdowns. Travel shut down entirely, as did most businesses.

After a few weeks, dental clinics in Hungary were allowed to reopen. But international travel to Hungary remained closed, which meant dental tourism was out. The Hungarian’s dental clinic had all these fixed costs, and no patients.

So he paced the floor of his empty clinic… he paced… and paced… and he came up with a plan.

He decided to create an entirely new dental business serving only locals. And how.

Within six weeks, he filled the entire practice… without running any ads, which had become super expensive because all the other clinics were running them… without tapping any prior customers or network… without begging masked people on the street to come in for a free cleaning… without creating content… without becoming a social media influencer… without paying other such influencers to promote him.

Pause for a moment.

Ask yourself.

How would you do the same?

How would you get dozens or hundreds of new patients, ready to pay you large sums of money, within just a few weeks, starting with nothing, except the tools of actually delivering the service, and your knowledge of human psychology?

Here’s how the Hungarian did it:

He started approaching the offices up and down the busy street where his offices sat. He would ask to speak to the CEO or to some other top exec and say:

“I have a dental clinic nearby. I’m going to write an email to promote my clinic to your employees…”

So far, so bleh. But this next part is not:

“… and I want you to send it, in your own name. It’s a pandemic outside. People are scared. Even small infections could compromise their immune system, and could prove to be deadly. So I want you to say that you, Mr. CEO, were thinking about your employees, and you reached out to us, and fought to get us to offer a special deal, a huge discount, to your employees to check if they have any dental problems. This is about healthy teeth of course, but in the present moment, it can keep your employees from getting sick or dying. You are doing it because you care.”

Pretty good, right? ​​

​​Good, but not a sure shot. ​​Mr. CEO might want to look good to his employees, but he might also have bigger, more pressing problems to deal with.

​​So the dental clinic owner continued with his pitch to Mr. CEO:

“Because of the lockdowns, your business is not operating right now. You are not making money. The fact is, when your employees come to us for their checkup, most of them are sure to have dental problems that will require further work. We will charge them a fair price for this work. And we will give you 10% of these fees to help you out, so you have cash during this hard time, while your business is frozen.”

Result?

Like I said, an entirely new business, a full clinic, highly profitable, in just 6 weeks time.

After the Hungarian told me this, I marveled for a while. And I came up with what I call gift-box theory.

Imagine a collection of beautiful gift boxes. Imagine the small lump of coal you want to sell.

Your small lump of coal might not be very attractive on its own (“I want you to promote my business to your employees”).

So you put your lump in one gift box (“be a hero to your employees”). But no need to stop there. You can then put that gift box into a second gift box (“… and make money at it too”).

Each market has its own set of beautiful gift boxes that they care about, that mean something to them, that tap into their emotional responses.

Your small lump of coal probably means nothing to your prospects. So it is your job as marketer to identify the gift boxes that your market responds to, and then to stack a combination of them in such a way that the entire experience — lump of coal inside a sequence of gift boxes — thrills your prospect.

Actually, there was more to the Hungarian’s story — more gift boxes, more smart and clever and free marketing they continued to do after this initial effort, which grew their business even larger.

But I’ve already shared too much. I wouldn’t normally write so long or share this much how-to information. But I profited from that Sean D’Souza meetup. I’m sure to profit from the next one. And so I wanted to give you something valuable as well.

That said, what I’ve just done is not a good sales email. It’s not what I recommend doing in my Simple Money Emails course. Therefore, I do not expect you to buy anything from me today. But if you want to prove me wrong, here’s more info on everything I offer right now:

https://bejakovic.com/showroom/

The owner smiled when I tried to speak Spanish… but when I switched to English!

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Yesterday, I stepped into the beautiful Librería Nobel — Nobel Bookstore — in Almería, Spain.

“Buenos días,” I said as I entered.

The owner, who stood behind the counter, smiled at me politely and returned my greeting. He didn’t recognize me at first. So I changed tack.

“Hola Rafa,” I said and then switched to English. “How are you?”

A look of surprise spread across his face. “John! Coño! What are you doing here!”

The owner of Librería Nobel is one Rafa Casas, who I’ve written up before in this newsletter as a Spanish A-list copywriter.

Not only is Rafa a skilled copywriter who has helped a bunch of clients make money, but he’s building up his name in true A-list style.

Along with his bookstore and his client work, he now runs two coaching programs, one to help Spanish-speaking business owners get set up online with their digital marketing, and another called Circulo Copy where he mentors a number of Spanish-language copywriters, including some well-known names.

This was the first time I was meeting Rafa in real life. But I have known him online for a while.

Rafa first got on my email list in 2021. He then went through my Copy Riddles course, back when I was still offering live weekly Q&A calls.

At that time, I ran a weekly contest for the best answer to one of the week’s Copy Riddles. Rafa won the first contest ever. (Among the three books I offered him as a possible prize, Rafa wisely chose my 10 Commandments of A-List Copywriters.)

Then some time in 2022, I interviewed Rafa for my Copy Zone guide to the business side of copywriting. His story of getting started writing daily emails about books while his bookstore was locked down — and then turning that into paid client work — was both interesting and impressive.

We also had a short-lived language exchange after I moved to Spain.

He’s even translated my 10 Commandments book to Spanish, and we will be putting that out soon, as soon as the cover designer gets back to me.

Point being:

I started out this email newsletter with the vague aims of having a sandbox in which to practice copywriting and marketing, as a possible source of samples to show clients, and as a way of maybe winning some client work, back when I was still hungry for that.

And my newsletter has delivered on all those fronts.

But it’s also produced a bunch of amazing opportunities and outcomes I never could have imagined when I got started.

It’s resulted in great new relationships both online and in real life… people doing me solid favors without ever being asked… cool free stuff shipped to my front door… speaking opportunities… and even the occasional note from people who tell me that what I’m doing has actually changed the course of their life for the better.

If you want, you too can have something similar. At least that’s my claim, one I will work to pay off on the free training I’m hosting in a few days’ time.

The training will cover how I write and profit from this newsletter that you are reading now.

It will happen on Monday January 22, 2024 at 8pm CET/2pm EST/11am PST. But you will have to be signed up to my list first. Click here to do so.

Do you want to promote something good to my list?

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Yesterday, a guy got onto my email list and wrote me straight away to ask for my physical mailing address — he had something very important to send me.

Since my mailing address is not something I share promiscuously, he ended up sending me the important something as a PDF attachment to an email. I opened it up to see the following:

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I wanted to send a large FedEx box to your address with the letter you are reading now. You must be wondering why I would do such a thing?

There are two reasons:

1. Sending FedEx boxes is expensive, so you can tell yourself that what I have to tell you is very important.

2. Large boxes are almost always opened immediately. This is important because what I have to say is extremely urgent.

===

I found myself a little dizzy reading a PDF about the importance of this expensive, extremely urgent FedEx package that I had just opened up but couldn’t remember opening.

Still, I pushed through the dizziness to the rest of the message. The gist was that the guy has a course he’s acquired the rights to, and he’s hoping I will promote it to my list and we can split the profits.

I took a quick look at the sales page of the course he has the rights to. And I quickly decided it’s not something I would promote to my list.

It might be a fine course. But the promise to me is not novel or exciting… there’s no strong proof to latch on to… and the whole lot doesn’t seem like something I could enthusiastically get behind and promote in the best interest of my readers, whose trust I have been cultivating and honoring for years.

So I wrote back to say thanks, but no thanks.

And then I got to wondering.

Because as I wrote recently, I promoted one affiliate offer last year, Steve Raju’s ClientRaker. That worked out great, from a financial point of view, from my personal satisfaction point of view, and most importantly, from the point of view of the people who ended up buying, many of whom wrote me to say thanks for turning them on to Steve and his great training.

So I got to wondering, are there other people on my list with good things to promote?

I don’t know. But I’m willing to find out.

So if you have something good to sell, promote, or offer, hit reply and let me know.

It could be a product that you sell.

Or it could be a service that you offer.

The main thing is​​ it’s good — meaning it’s got a great big promise, an element of excitement or novelty, and strong proof that it does what you say it does.

If you have something like that, then send me an email about it, or a virtual FedEx package. We can start a conversation to see if it’s a fit for my list of business owners, coaches, writers, in-house copywriters, and freelancers of various stripes.

My idea for getting others to pay for my advertising

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Yesterday, as the plane leveled off over the Bavarian Alps, I had a newsletter growth idea.

You might say that’s a waste of pleasant scenery on Christmas Day. But what to do? That’s how ideas seem to work.

They bubble up at the oddest times, when you’re not thinking about subject, triggered by nothing obvious.

Jim Rohn might shrug and say, “mysteries of the mind.”

Anyways, my idea was this:

I have another newsletter besides this one. That other one is in the health space.

The content is good. I know, because my audience says so, and even recommends me to others unbidden. ​​But my list is still small.

I could pay to get more readers onto my other newsletter, and in past I have done so.

But why pay when I might be able to get somebody else to pay?

So my Alps-high idea was to contact a few companies in the space and make them a deal they cannot refuse, or that they certainly can.

The idea is that they pay for my ads. Some modest sum at first, say $1k for one month as a test.

I then run ads on FB promoting my newsletter. And to every new subscriber, I also promote the partner company’s offer on my thank you page, in my welcome sequence, and as the main sponsor of each of my issues.

At the end of the month, we revisit the arrangement.

Did the company make back their $1k? Or is there hope they will do so because they got new customers via my newsletter that will add up to more than $1k in LTV?

If yes, we keep going, increase ad spend, and revisit the agreement one month later.

If no, we call it a failed experiment and that’s that.

That was my idea.

You might say it would never work. All the risk is on the company.

​​True.

I might need something extra — credibility, for example.

To get credibility, I could run an initial campaign with my own money, test out how it does, and have that data when I first pitch this idea to my would-be partner.

Or I might contribute some money myself so they feel I have skin in the game.

Or I might have to offer them a Calas-Powell-Rosenthal-and-Bloch-style guarantee, and say that I will refund their ad spend if the test is not successful.

Whatever. I’ll see. In any case, the bigger point still stands:

You don’t have to go at it alone. As the 21.7 Billion Dollar Man, marketing wizard Jay Abraham, once said:

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In business there is certainly no rule, no law, that says you have to do it alone. You don’t. There are a number of businesses out there that are as motivated if not more so than you are to help grow your business for you. You just never recognized that motivation and asked them, or taken advantage of their willingness to help. And that willingness means they can help finance, they can bring people into your business, all at no cost or risk to you.

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In the training where I heard that, Jay went on to give three concrete examples of his clients who got others to pay for their advertising… or for their operating costs… or even for their sales people.

This Jay Abraham training has been very valuable to me. It sold for something like $297 30 years ago. Today, it would probably sell for $2,997 and maybe much more.

But you can get it for an earth-shattering $12.69, and get hundreds or thousands of dollars in additional valuable ideas. The details are here:

https://overdeliverbook.com/