Secret Society Report #8:
“Using the Power of
By Yanik Silver
Clandestine Underground Idea #8:
Power of Mindmapping
Perhaps you’ve heard of Mind Mapping…if not, or even if you have, this is going to be
one of the most eye-opening topics I ever share with you inside the pages of the Secret
Society newsletter so pay attention!
First off, a mind map’s definition straight from Wikipedia.org:
A mind map (or mind-map) is a diagram used for linking words and ideas to a central key
word or idea. It is used to visualize, classify, structure, and generate ideas, as well as an
aid in study, problem solving, and decision making.
It is similar to a semantic network or cognitive map but there are no formal restrictions on
the kinds of links used. Most often the map involves images, words, and lines. The
elements are arranged intuitively according to the importance of the concepts and they
are organized into groupings, branches, or areas.
In other words, a mind map is an image-centered radial diagram that represents semantic
or other connections between portions of information. The uniform graphic formulation
of the semantic structure of information on the method of gathering knowledge, may aid
recall of existing memories.
(http://en.wikipedia.org/wiki/Mind_map- actually there are some good resources on this
page for software including free ones – and I’ll share more later)
Okay I think that definition is a bit dry and an example is in order. Here’s one of my own
Mind Maps for this section of the newsletter:
You want to start with a central theme or idea in the middle of your page. (I’ve put my
example in a piece of software I use – but typically my mind maps are drawn by hand and
with just pen & paper.)
Then you want to create branches radiating out from the center, which encompass
different points related to your main topic. Then under the main points radiating out you
can add further sub-branches, etc. For example, my topic is “Power of Mind Mapping” so
the main things I want to cover in this newsletter are 1) Definition of Mind Maps 2) My
Uses and 3) Resources. Now notice under each of the main sections there are subsections
and sometimes the branch goes even more specific. i.e. My Uses > Sales Letter >
Example I’m showing is the Public Domain Goldmine™ letter mind map.
I love mind mapping for all kinds of uses because it really fits the way we think on a
subject. You’ve most likely been taught to make a linear outline when taking notes or
trying to organize your ideas. It can be really frustrating because our brains don’t always
output information in a perfectly ordered and structured way. Many times one thing will
trigger an idea for something else and then something else again. That’s why Mind Maps
are the perfect way to dump everything out of your head and onto paper or the computer
screen. To enhance your memory of your Mind Map even further you can enhance it with
colors, pictures, images, different shapes, etc.
For me, mind mapping works because all I need is paper and a pen and I can have a very
orderly flow for what needs to be done in minutes instead of struggling for hours. Just
before I went on this trip – I needed to figure out the best way to produce the schedule for
the “CORE” pre-day before the Underground seminar. I quickly grabbed a piece of
paper, turned long-ways and went to work thinking about each of the topics I wanted
covered. Done in 5 minutes!
Okay, now I want to share with you the biggest ways I’ve been using Mind Maps in my
business to help you see where you can profit from them:
1. Product Development
Mind Maps are perfect for product development because of exactly what I mentioned
before. If you are creating an information product and you have all these ideas swirling
around inside your head it’s hard to get them out in a logical way without driving
yourself crazy. But with a mind map it’s easy.
Here’s a made up example of an information product “How to Be a Clown for Fun &
Now I did this in literally 5 minutes and I have no clue about clowning. If you actually
know about a subject you can do much better than this. But notice a few things. As I’m
coming up with stuff I’m thinking of what would make really, really exciting bonuses.
Fact is, a great bonus will sell your main product. So if the main product here is a 3-ring
binder than the bonuses I see are:
4 audio CDs with interviews of successful clowns
DVD video on how to create balloon animals that kids & adults love
Copies of letters, ads and postcards successfully used to land gigs
Million dollar Rolodex of suppliers and talent agencies.
Like I said, I created this in 5 minutes without any knowledge on the topic – but looking
at it – it’s not bad at all. I bet someone interested in clowning would buy this.
When I’m outlining a product I want to mind map what will be in each section of a
product, what bonuses, what kind of guarantee it’ll have, sometimes even the big idea
that I will use as the theme for the copy. Just let yourself go and have fun with it. One
idea usually triggers another and you’re off and running.
Mind mapping works great even as the product gets more complicated. Also, another
benefit of Mind maps done via software is that it’s easier to collaborate with others.
Here’s a copy of a mind map of my business for the cosmetic surgeons I revamped last
year with a partner. The business has evolved and changed a bit from this original mind
map – but still consider this information confidential please.
It’s a bit hard to read because of the size and reading every detail on the mind map isn’t
that important. I want you to see the structure and how you can also include other aspects
like your marketing funnel, etc. as you’re brainstorming the product.
Notice some of the boxes are different shaped and different colors. These are our
shortcuts to knowing what still remained to be done, who to hire, etc.
2. Sales Letters
I believe I’m the first person who has ever taught about mind mapping for sales letters
and I can truly say, after using this technique, my own copywriting has moved up another
level. Here’s an example mind map I created for the Public Domain Goldmine™ product:
This is my own handwritten mind map that I quickly created to help me see every aspect
of the sales letter. That’s actually one of the biggest benefits – from one glance you see
all the ‘parts’ that go into your sales letter and how you’re going to tackle it.
I’ll go over each of the parts of the mind map (starting from the top-right) so you can get
a better idea how to apply this yourself to any copy you write. (Note: not all of these
pieces will be found on every sales letter mind map):
1. Objections: This is one of the biggest mistakes I see people make when they are
writing copy. They don’t spend enough time with objections and brainstorming
every single possible reason a customer might not want to buy. For some reason
amateur marketers believe if you don’t bring up an objection the
customer/prospect won’t think of it. Not true. In many cases they are sitting there
looking for the “catch”. Many times this is why direct response sales letters are so
long because we need to counter every objection.
In this case, the product is a set of 35 different public domain works in 35
different niches. We also provide customers with everything they need from
keyword research to marketplace language and more. So some of the objections
I’ve noted here are:
Too much competition
I’m not a great copywriter
Why aren’t you doing this yourself?
I’ve seen this before with a CD-rom with 1000s of works on it.
Notice under each objection I’ve also countered it on my mind map – this is
critical. For instance one of the really big objections is that there will be too much
competition if 250 people have a copy of this CD-rom. I counter this by
brainstorming all the objection-busters that I can think of (which are true). I wrote
down that only a few people will ever do anything with the material, some people
will only use it for back-end products, some people will create derivative works
that look nothing like the original, etc.
So you can see how this all comes together – I’m going to post a few examples
from the final sales letter. Here’s how this section looked:
Like I mentioned, we’re not going to release any more sets of the Volume V package
beyond 250 simply because we don’t want these niches flooded with competition.
That would be like killing the goose that lays the golden eggs (even though 250 people
out there with this information is truly a drop in the bucket compared to what these niches
could sustain). However in case you’re thinking 250 sounds like a lot let’s consider the
First, some people who buy this package won’t do a darn thing with it. Sad but
Other people will only sell to their own customers to use as the material as back-
end revenue stream. That’s what I did when I bought a Dan Kennedy license. I never
advertise or promote the products as a front-end product. Or people might use them only
as up-sells for their existing customers.
Next, a few of the people will create derivative works where the new works are
based on the original public domain work but ends up being a completely different
format, like a video or audio series.
Furthermore, some people will cut the content and use it for viral eBooks or
articles or mini courses so only bits and pieces will be out there.
Another scenario is some of the people will ONLY advertise offline via direct
mail or space advertising so you won’t even be bumping into them online.
But let’s just say for the sake of argument every single person who buys this package
does something with it and they all decide to sell into the same niche (highly unlikely but
let’s just play this out). That’s 250 people divided by 35 works which is still a measly
7.14 people competing on each subject. Fact is, each of these niches can easily sustain
dozens of people but we wanted to make sure you had the greatest chance of success so
the limit is 250.
Now perhaps you’re saying to yourself, “This sounds incredible so why aren’t you two
using these works yourselves?”
The simple answer is, “We Are”.
You see, both Michael and I are already involved in different niches (8 and counting) and
we’re going to continue putting up more of these little “online oil wells” in our spare
time. But frankly, there’s no way we could “corner” the market on all these niches. That’s
why we decided we shouldn’t keep all this valuable material for ourselves.
2. Restrictions: I mention what kind of restriction the customer must agree to.
3. Bonuses: I’ve already shared a little bit about my philosophy of bonuses and how
integral they are to having a best-selling product. I want to provide customers
with a “complete package for their success”. In fact, that’s exactly what I wrote
on the mind map. So I tried to brainstorm every single component someone who
was going to profit from a niche information product would need.
4. Guarantee: I made the guarantee compelling and not just a typical “satisfaction
guarantee”. In this case, it was a “buy it back” guarantee because people would be
on the wait list eager to buy any returned copies of this product. Here’s what that
piece looks like in the letter:
With everything you're getting here we can confidently tell you we've done 98.7% of the
hard work for you. We've tried to think of everything you need to shatter any excuses
or roadblocks you've had standing in your way. But in case you’re still a tiny bit unsure
you’re full protected by our amazing…
100% “We’ll Buy It Back Guarantee”
(Plus a $50 Penalty To Boot)
Listen, we’re so confident the Public Domain Riches Gold Mine™ package is something
you won’t want to part with that we’ll actually buy it back from you at full price
anytime for up to 12 months. Plus if you show us you actually tried to put your
product together but it didn’t sell we’ll pay you an extra $50 penalty for wasting
That’s a pretty bold guarantee and potentially puts us on the hook for $12,500.00 but
we’re not worried. Not only because this is the ultimate “do-it-for-me” package but also
because we’ll have plenty of people on the waitlist after the first 250 are sold and it won’t
be a problem to re-sell this package.
5. How much?: This was a big section of my mind map because I wanted to really
build up the value of this product. One of the copywriting formulas that I use is a
“adding up all the parts”. (I cover this thoroughly in Ultimate ‘At-Home’
Copywriting Workshop – www.UltimateCopywritingWorkshop.com) This is
especially appropriate when you can add up all the costs, time and pain that goes
into creating a product and what a customer would have to go through to do it on
their own. In this case, I’ve got lots of ammunition because I talk about how much
it costs even for a minimum wage person to do all the research we provide people,
how to scan the works, find them, get it cleared by an attorney, etc.
Here’s how the copy looks in the final sales letter:
Just take a look at the costs if you had to do this yourself:
Scanning alone would be $100 - $250 per work depending on the number of pages - but
let’s just say $100. That’s 35 x $100.00 = $3,500.00.
Scanning - $3,500.00
You would have to purchase the books themselves to check out if the content is any good
from a bookseller. The books go from the low-end of $10 to $50+ depending on how rare
they are - but let’s just say $15.00/book. That’s another $15 x 35 = $525.00. (And this
doesn’t even include the 3 dozen books we purchased but discarded.)