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Jeff Dedrick Interviews Michael Cheney
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Hello. This is Jeff Dedrick and I have a special guest, Michael
Cheney on the line today. How are you doing today, Michael?
I’m doing great, thanks. Thanks for having me on the line.
Alright. So this is in the late morning for me. What is it, late
afternoon for you? Are you over there in the UK right now?
I’m up in Scotland, part of the UK on the map. It's sort of mid-
Mid-afternoon. Great. I'm glad to have you with us. I decided to
have Michael on the line here after I heard about a survey that he
did with his members. Some of the numbers were a little surprising
Before we get into that, Michael, why don’t you give everyone a
quick overview as to your experience online? Why should they
listen to you? Give us the quick bio overview of your experience.
Sure. I've been online since 1995 believe it or not. That is when I
built my very first Web site as a hobby. I started building sites for
other people commercially and then I set up an offline consultancy.
I actually traveled around in a car helping people do search
optimization. I would go around and visit businesses.
Then I started getting into info products. I sold my first e-book, I
think back in 2005. Then I really hit big on the scene with the
launch of AdSense videos in 2006, just around 2 years ago. That
product did a quarter of a million dollars in seven days. When it
went live, it was just amazing.
Since then I've released a number of different information
products. I'm starting to get out. I've been invited to speak from the
stage at various events around the world. I've been on TV and
radio and all of that stuff.
Really, now I've just been able to kind of look back on what I've
done and start really giving back and helping people as best I can.
I know how tough it is when you first start getting into the Internet
marketing game. That is, in a nutshell, my part in history.
Yeah, you definitely burst onto the scene big time with that
AdSense video product. That’s a very good product. Anyone that is
looking for really good products and you see Michael’s name on it,
you know it's going to be top notch.
Let's get right into it. Let’s talk about that survey that I had
mentioned. You had, at some point, given a survey to your
members. Why don’t you give us a little bit of information on the
reason why you sent it out? Then let's talk about the results
because I found some of them kind of surprising.
First of all let's talk about the reason why you decided to send out
Yeah, the first thing about sending these surveys out is I do it on a
regular basis to the members on my list. As a marketer, we are all
kind of in this together if you like. We’re all trying to help other
people and get rewarded for that, financially.
It's not so much just about making money. It's about helping other
people move forward and improve their lives. The more you do
that, the more you'll be rewarded.
Rather than just kind of sitting around on your own and trying to
dream up some amazing product or trying to second guess what
people want, you’ve always got to get out and ask people what
they want. Ask them where they are, what stage they're at and what
their experiences are, what their frustrations are. Then try to create
a solution for them because that is going to be what will help them
That’s why I put this survey out. I just put the survey out and I
thought I would just see what people sell. See what stage they're at.
I was asking things like, “How long have you been online? Would
you describe yourself as a newbie marketer or as a more advanced
marketer?”, and questions like that. “Have you created your own
As you were saying, some of the results were very surprising. You
kind of get into this and you think that you have a handle on the
type of audience and the level that people are at. It was surprising
Just to give you the stats, first off. By the way, I got 1,500, or to be
totally accurate, 1,479 responses for this which was amazing. I was
totally blown away by that. On top of those responses to the
questions, there were just multiple choice questions.
On top of that people could, if they wanted to, add additional
comments at the end of the survey. It wasn’t compulsory and I
didn’t make it essential. I didn’t really offer any incentive for
people to do that. I just said at the end of it, “If you have any
additional comments put them here.”
Over 500 people actually went and did that. They went out of their
way and gave me additional comments about where they were with
their online business and what kind of frustrations they were
Here are some results real quick on some of the key points that I
got from it. “How long have you been online?” The number one
response to that, 82% of people said they had been online for a
year or more.
Now obviously, this is dependent on my list. Having seen that
result I would have expected quite a lot of them to have progressed
from that newbie stage, but when I asked them the question,
“Would you describe yourself as a newbie marketer or more of an
advanced marketer?”, 75% still described themselves as a newbie
To me that means that even though people have been online for a
year or maybe longer, they still see themselves as a newbie. They
are obviously hitting a hurdle and not being able to progress
beyond that newbie status, beyond that beginner status, on to
actually making serious money.
I think that from speaking to people on my list and doing these live
calls and actually interacting with them on a regular basis, I can
see that people are either making no money online, or they're
making very small amounts of money online infrequently.
I used some of the results from the survey to really take a long hard
look at the marketplace, to see what was out there and to try to
bring something to the market that is actually going to help people
go from being that beginner, being that newbie, to being an
established marketer and making a good amount of money on a
regular basis, bringing in that nice amount of money every single
Yeah, I found that stat really surprising that people had been on
your list more than a year and they still considered themselves
newbies when it comes to this online marketing type of business.
I've had my own businesses. I've been self-employed for 20 plus
years. It's almost like it's natural for me, all of this stuff.
Now I tend to forget and I assume everyone is kind of like me and
they understand this stuff. I have to take a step back, especially
after hearing these numbers. I have to start asking my list more
questions to find out if maybe I'm talking over their heads or if
maybe I'm giving them information that’s just too advanced for
That’s really interesting. I know that one of the biggest problems
that I hear from my people is that not only are they confused and
overwhelmed, their main thing is they don’t even know where to
begin. They don’t know how they can make money online or what
the best route is for them.
If someone was to come to you and say, “Hey, Michael, what do
you recommend? What is the easiest way to make money online?”,
what would you tell them?
The starting point for me has got to be an affiliate marketer. A lot
of people see that. You get online and you start investigating and
doing a bit of research in your spare time.
For an hour or two after you do the day job you come back in the
evening, you grab a cup of coffee, you start the PC and you start
investigating this thing. “How does this work? How is money
One of the first things you come across is this idea of affiliate
marketing which is just selling other people’s products. To me that
is the best way to start making money on the Internet. I'm not
saying that it's the “be all” and “end all” and that’s the only thing
you should be doing.
Certainly to get started it's probably the best education you can get.
By going through and finding other people’s products, you actually
learn a lot of information as well as make a lot of money at the
You don’t have any of the hassles. You don’t have to send
anything out to customers. You do not have to deal with all the
customer inquiries or any refunds that might come back. You do
not have to physically send anything out. All you are is the middle
You basically find people that want stuff. You show them where to
go and get it and you get paid as a result. In very basic terms that’s
all affiliate marketing is. You're just a middle man.
You're taking a starving crowd that is really hungry for something
and you're showing them where to get that specific food because
they don’t know how to find it at the moment. That’s all you are
doing. It’s really, really easy and you can be up and running very
quickly. That is what I recommend people do to get started making
I'm the same as you, Jeff. When you see these statistics it is a little
bit alarming because you assume, or at least I do. I don’t want to
speak for you. I assume that people have a certain amount of
It turns out that people don’t. There are a lot of people out there
that don’t have a Web site right now. They don’t know how to get
started and it's okay.
All of those marketers are saying, “Once you have your Web site
and you have all your content ready and you have all your affiliate
links ready, what you need to do is start doing X, Y, Z.”
The fact of the matter is, it can take months, sometimes years to
actually piece together those three things--that step of getting a
Web site, getting online and finding products to promote. That is a
whole series of steps. Unless somebody actually shows you how to
do that, you can spend months and months trying to learn this stuff
piece by piece.
Although affiliate marketing is easy, it's what I like to call a four
piece jigsaw. If I gave you a jigsaw that was four pieces and I said,
“I have this box here. It's a four piece jigsaw," you would say it is
pretty easy, right? You would say, “Of course. It's only got four
If I only give you three pieces and I say, “Look. Here is a four
piece jigsaw,” you can't do it unless you have that fourth piece. It
is simple, but you need all the pieces of the jigsaw. You need to
know exactly what to do, in which order.
It's only when you have that knowledge that you can put all of this
stuff together. Once you have that, it is very easy to actually put it
all together and start making money by selling other people’s stuff
and you don’t have any of the hassle that comes from being a
product creator or a product owner.
Yeah, that would be what I tell people is the best way and the
easiest way to make money quickly online.
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Let's talk about some of the money that can be made. I know that
I've seen your name up in some of these big affiliate promotions
that are going on. What was the first breakthrough affiliate type
launch that you were part of that you had big success at?
Let's go back in time. What was the first product that you really
advertised as an affiliate and did really well at? Can you maybe
talk about that and even talk about some numbers? Let's tell
people, if you would, how much money that can be made with this
Yeah, sure. One of the first successes I had was actually promoting
an e-mail program, an Autoresponder service that captures all of
the e-mail addresses and enables people to actually send e-mails
out. It wasn’t huge numbers. In this particular example it wasn’t
huge numbers in one offering, but it was gradual numbers. It was a
hundred dollars or a couple of hundred dollars every single month.
I put this promotion out and I just wrote this thing one time saying,
“This is a great product. It's the same product I use. This is why it
works.” I just explained the product and sent them off to go and
check it out for themselves.
Almost straight away within the first month I was getting a
hundred or two hundred dollars coming in every single month. I
still get that to this day and I've done absolutely no work for it. It’s
just bringing in a few hundred dollars every single month. That’s
not a massive amount, but when you add it up, we could all do
with two or three hundred extra dollars every single day for doing
nothing. That is essentially what I'm getting there.
In terms of the bigger promotions, one of the really big ones I've
done I made $26,098 on, by promoting a bit of software that
actually goes off and rewrites articles for you. You put in content
and it rewrites it and changes it into new content.
Yeah, I made $26,000 dollars promoting that. This is a crucial
point to get across. That still brings me in around $500 to $1,000
every single month. I don’t want people to think that this is
something that you just do one time, you promote something when
it's launched or you find a product and you put a promotion out and
that’s it, not at all. This is something that you start out once.
It's like fly and forget. I haven’t touched that promotion or touched
that message I've written. I haven’t touched that in years and it is
about a year and a half to two years old now. It still works really
well and as I say, it's still bringing in money. Every single month I
get into my PayPal account $500 to $1,000 from that promotion.