Rosetta Stone Event

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New Road Map for Voyagers Beyond the Post-Marketing Apocalypse

Dear Marketing Professional:

Charlie emails you. He’s your client. Normally Charlie calls when he needs stuff… maybe something is amiss?

Subject Line: “Thoughts about managing our account.”

“I’ve been thinking about the campaigns you manage. I really want to thank you for dropping our lead cost by 40%. Lead volume is up quite a bit since last year too, so that’s a big plus.

“Well I wanted to let you know we’ve decided switch agencies because lately we’ve been feeling like we need to gain tighter control of our process. Krista is going to be taking over the Pay Per Click management from here on out. That will help because she handles our web pages and it’s just going to make everything flow a lot smoother.”

“Krista?” you reply, incredulously.

“You’re going to put Krista in charge? Krista, the girl who blew $13,000 on ads that generated $225 of sales and who sent all the traffic to the home page instead of the opt-in form – for three months?

“The girl who created that huge conversion tracking mess I spent seven months untangling?”

You hit SEND.

And then you sit there and burn. You’re FURIOUS. That fool!

Your face turns red as realize your treasured client relationship is probably already scorched earth. You know: No matter what you say, the guy isn’t going to change in mind, because Krista is his sister-in-law. And blood is thicker than water.

You presently recall a convo you had with him about how his wife wanted the brother and sister-in-law more involved in the business. He was offering to have them help YOU out, and you thought to yourself, No, Charlie, I don’t need ‘help’ from your brother and sister-in-law. And I’m not going to participate in your entrepreneur version of food stamps, supporting your deadbeat relatives. Hey Charlie, did you also put them up in the camper in your back yard?

Knowing that at this point you have nothing to lose, you send him another email:

“Charlie, I spent MONTHS painstakingly building your campaigns. Your tracking was a huge mess to untangle. I dropped your cost per lead not by 40% but more like 78% (!!!) (it was utterly unworkable when I inherited it). Dude, I stayed up until 1am several nights a week for months straightening it all out. Not only that, it was right after my third son was born and most mornings we were waking up at 5am.”

“But I told you that I was going the extra mile anyway, because you had told me that with all your vendors you always go for the long-term relationship, not the cheap date, and I trusted you to honor that commitment.

“I even figured out from your analytics data that the ‘$225 of sales’ was actually a long-time customer who happened to click on their ad before they bought. They would have bought anyway so really it was $13000 of ads for ZERO sales.”

You were too nice to rub El Presidente’s face in it. You just discreetly cleaned up the mess because it was the right thing to do.

He emails you back:

“I want you to know how much I appreciate your team and the work you guys did. It really made a huge impact on our business. It’s just that for now we’re heading in a different direction, so my decision is final for now. Hopefully we’ll get a chance to work together some other time down the road. I sincerely wish you the best of success going forward.”

And that’s how your income drops by $6000 per month, overnight.

(It’s OK. You can always knock on doors for a few weeks and then onboard another new client and stay up until 1am for a few months straightening out all their problems. There’s an endless supply of disasters you could clean up, so long as you’re willing to volunteer your time for 1/2 or 1/3 your normal rate.)

And that is exactly how ‘2017 and before’ marketing conversations go when you are a consultant living in a 20th century business model (digital ad agency).

But there’s a different way this conversation goes… IF. IF you’re playing a 21st century game instead of a 20th century game:

Charlie sends you an email. It could be any one of the following, or all:

“Your leads are too expensive.”

“None of the people who called last week turned into paying customers. The leads you’ve been sending are no good. At this point we’re going to have to reconsider our relationship. ”

“Can we get on the phone and explore some other options with our contract? I’m uncomfortable with the prices you’re charging and I’m looking at quotes from several very high quality vendors.”

“We’ve gotten a string of bad Google reviews lately and I think it’s because you’re bringing us people who aren’t really a good match for our service.”

“We found a company that is going to get us a lot more likes on our Facebook page.”

“We’ve elected to take our advertising in-house.”

And at that point, you flip the switch and you’re done.

Just like that.

And you move on. And you sell the same traffic to some other guy across town.

Two weeks later he reaches out again:

“Hey, we’ve been re-evaluating during the last week or so and I’d really like to see if we can revisit our previous conversation. Turns out the vendor we were looking at isn’t feeling so confident about what they promised and Meg just went on maternity leave which leaves us in a pinch. Are you available for lunch next Tuesday?”

What’s the Difference Between Charlie firing you with impunity vs. Charlie coming back two weeks later and asking to reconsider?

ANSWER: EQUITY and NETWORK EFFECT.

People can bandy about all kinds of theories and models and strategies for keeping clients. But if you’ve read the book Winning Through Intimidation by Robert Ringer, you know that in all transactions, one party has the upper hand and one party does not.

In Situation A, the client has the upper hand and you, the consultant, are at their mercy.

Sure, they can make a tragic mistake, they can screw you AND shoot their foot off with a sawed-off shotgun, but in the end, all they can manage to do is damage everything and destroy value in the world.

Everybody loses.

Because fundamentally everybody’s fighting over a pie and trying to divide it up.

And the reason YOU are in the inferior bargaining position is elegantly illustrated in the Tactical Triangle.

Everything about marketing for any business is in this triangle:

• Traffic (T)
• Conversion (C)
• Economics (E)
• 80/20

The red circle defines how much of the chess board you control. If you’re an online agency and you provide Traffic, you control the amount of real estate in the red circle:

You control 10-15% of the chess board.

Now let’s say you control the Traffic AND the Conversion. Not only do you bring the prospects in but you also convert them to customers:

Please notice how much bigger the new red circle is. It’s 3-4X bigger. You control 40-50% of the chess board. Maybe even 60%.

The size of territory you control in the Tactical Triangle directly determines:

1. The amount of money you can charge and the profits you keep,

and

2. The amount of bargaining power you have with your client.

When you only control 10% of the Triangle, sorry to say… but you are quite dispensable. You are sandwiched between a company much larger than yourself, and Google or Facebook or some other platform. It’s like straddling two 18-wheelers as they speed down the highway.

When you control 40% of the Triangle, you are a LOT harder to get rid of.

And when you control 60% of the Triangle? As soon as you control more than half – you effectively own the company. Even if you don’t actually own any of the physical assets.

You might not own the factory or the warehouses or the patents or the IP. You may not have any liability for any of those things. But you effectively control the business.

There are several ways to get there.

Oh, and here’s another way:

What you see here is AirBnB.

• AirBnB owns the TRAFFIC
• They do not control the Conversion at all. The property owners are completely in charge of that.
• They control the link from Conversion to Economics (they process the transaction).
• They control the rating system (the link from Economics to Traffic).

And that’s all they need to own. Because the yellow arrows are NETWORK EFFECT.

AirBnB doesn’t own hotels, houses, apartments, condos. They don’t buy coffee or tea or bagels or English Breakfasts with mushrooms and rashers. They don’t own horse stables or fishing ponds or hiking trails.

But they do control over half of the entire Bed & Breakfast industry. They get 9% to 15% of the money that changes hands.

In the Rosetta Stone seminar, I delivered:

• A real-life, real-time presentation from a lone-wolf consultant who is midpoint in transforming himself from agency/consultant to $10 million, $100 million or even $1 billion dollar industry disruptor.
• A method that several of the most successful members of Planet Perry are using to completely flip the game from the client’s favor to their favor.
• A lockdown formula for increasing your share of the Tactical Triangle from minority to majority.
• The Crystal Ball on how local businesses are about to get MASSIVELY REVOLUTIONIZED. This will happen in nearly every service sector you can imagine. The revolution is coming to YOUR town, YOUR city. Now, not later. And I mean NOW.

This is no minor inflection point. This is revolution. Most people won’t see it until it’s already trundled over them like a steam roller.

THIS IS A GAME WHERE YOU ABSOLUTELY WANT TO LAND ON TOP. You don’t want to be on the underside of this steam roller. You must be in the driver’s seat.

The method I’m describing here is Network Effect for Mere Mortals and it’s a way of creating a mini-AirBnB without millions or tens of millions of dollars of Venture Capital. In fact, most people are doing it without raising money AT ALL.

Rosetta Stone laid the foundation for what is going to happen in marketing during the next ten to twenty years.

You can find all kinds of courses, videos, seminars, coaching and trainings that will show you how to navigate the next 18 months. None will prepare you for the next 18 years and 90% of them will only leave you in the same place 18 months later as you are now.

Except you’ll be 18 months older with nothing to show for it.

For 25 years, “Marketing Professional” was the highest paid position in any company. That was during the golden age of marketing – from 1992 to 2017.

Marketing is no longer the edge.

Steve is a long-time marketing maven who discovered the likes of Gary Halbert, Dan Kennedy, paid search ads and online marketing.

Steve experienced a success surge in the mid-2000s. He discovered the web along with direct marketing. Within 2-3 years he built a thriving marketing practice. He hired a slew of employees and achieved remarkable victories for his clients. He transported many businesses from six figures to seven and a few from seven to eight.

Then the recession hit.

Suddenly, clients were on the ropes fighting for their very lives and he lost them. Had to lay off his entire crew and start over.

He savagely rebuilt. Found a niche doing agency work and Pay Per Click management. He does outstanding work, and always goes the extra mile for his clients…

…But client perception persistently reverts to: “You’re just another paid ads guy.”

And while he’s certainly “eating” now, the former season of prosperity never returned.

THE PROBLEM IS: The minute they think they can categorize you as an “ads guy” they immediately pigeon hole you as charging certain fees, taking blame for situations not of your causing, and solving problems not of your choosing.

And still not getting paid enough for it.

It’s a real blow to your ego when you apply some of the best methodology in the world and generate more leads for less money than anyone ever has… when you perform at a level that 99% of consultants couldn’t dream of… yet the client beats you up every 4-6 weeks, complains about quality of leads (which HIS team is failing to close) then fires you and starts over with some junior league wanna-be who tells a good story.

That’s one problem.

The other problem is 95/5. It’s that the world *used* to be 80/20. It’s not anymore. Here’s an example of the other problem:

I’ve got a client whose name is Jeff. Serial entrepreneur. Has been very successful in a number of endeavors. His main business is suffering because it’s at the bottom of a long bust cycle that typically runs 5-10 years. This has always been the case in his industry. It will probably be booming again in 2020 or 2025 but there’s nothing that can be done about it now.

But he’s got this another company. It’s in its infancy. It is clearly viable and is making sales. It is scratching an itch and people are paying money to get their problem solved. It’s in a growing industry with bleeding necks all over the place.

This nascent company is very promising. Enormous potential. Could reach tens or even hundreds of millions of dollars. In fact I, Perry Marshall, can clearly see how, if he plays his cards right, he’ll be sitting atop an empire that dwarfs anything he ever imagined before.

But here’s the problem:

ALL of the major levers of his new business hinge on Network Effect.

Network Effect is when Uber gets more riders, which attract more drivers, which lowers the wait time, which attracts more riders…. which, once it gets going, becomes an unbelievably powerful force that obliterates all competition.

A juggernaut.

Network Effect is an all-or-nothing proposition. You either get it to work… or you don’t. You either own a juggernaut, or you own a dog. There’s nothing in between.

Network Effect is easy to understand… AFTER IT BECOMES OBVIOUS TO EVERYONE IN THE WORLD, as with Uber or AirBnB.

But Network Effect is very hard to pull off before that occurs. It’s like starting a fire with no matches, when you only have pieces of flint and a few dry sticks and a ball of string. Especially if you’re not armed with the “Network Effect for Mere Mortals” methodology that I revealed at Rosetta Stone.

If Jeff can manage to laser-focus his effort, he’ll have something that resembles a miniature AirBnB in a niche market, and once he does that Jeff will own that market lock, stock and barrel. Jeff will ‘own’ an industry without having to own any of the assets.

And it will be simply TOO LATE for anyone else who wants to come in behind him, because once he creates that network, he rises to the top of the 95/5 stack.

Businesses like this typically sell for 4-6X revenue. If the company is doing $2 million in sales, it might fetch as much as $12 million. It’s an incredible asset.

IF.

If he can recognize all the ingredients, and visualize them in his imagination NOW. Before anyone else does. Before someone else executes.

Every industry in the world, no matter how backwards or provincial, is subject to this. Every industry in the world is poised for a major revolution. It is only a question of who will do it, and when.

Every time this occurs, the whole industry flips from 80/20 to 95/5.

The Bed and Breakfast industry USED TO BE 80/20.

Now it’s run by AirBnB and a very few other similar companies and they control 95% of the market. The B&Bs themselves are no longer an asset.

An owner of a very well-managed, gorgeous Bed and Breakfast here in Chicago told me that it used to be that you could run a B&B, live off of your fees, pay off your mortgage, sell the property for lots of money when you’re 60 and retire on the equity of the property.

No longer true. AirBnB has decimated all that. They pocket almost all of the profits in that business. Not only that, they are quietly lobbying to change all the tax laws too and they’ve hired the best attorneys in the country to do that.

The question for YOU is:

Are you going to own the Network? Or is the Network going to own you?

Are you going to own something resembling an AirBnB in your industry, where you broker all the deals?

Or are you going to be something resembling a Bed and Breakfast where you do services, and some company far away skims the cream off the top, while YOU essentially own nothing?

That is your choice.

And that is what Rosetta Stone is all about.

What You Get With Rosetta Stone

As I said you get a detailed strategy based on real-time, real-world, right-now case studies of small players who are turning stale industries into small fortunes.

But you also get tools. Incredibly powerful tools. Tools that will pay for themselves within days or weeks of your purchase by delivering precision insights.

Overview of tools included in Rosetta Stone:

Most seminars deliver hacks and techniques. Rosetta Stone delivers simple, elegant, powerful diagnostic and problem solving tools:

Scalability Scorecard – What is the ceiling of your business? How big can it grow? Is there some fundamental limitation that will prevent your business from going beyond a certain point? One of the most futile things you can do is attempt to scale a business that refuses to scale. The Scalability Scorecard will, in minutes, tell you whether it’s possible to add one zero… two zeros… three zeros… or none at all.

If you’re a consultant or agency, this ONE resource will give you the ability to force a client to sit up straight and give you his or her full attention.

If you’re a founder, company owner, president or CEO, this will tell you what your far-reaching bottlenecks are. It may save you years of tears. It will tell you if you’re on the right track and it will tell you if you need to alter course.

Network Effect Scorecard – How hospitable is your business for Network Effect? Some companies don’t support Network Effect at all. Others are fertile ground. Still others are ripe but only IF you engage specific, non-obvious channels that most people leave dormant.

Most people are not accustomed to thinking about Network Effect AT ALL. Rosetta Stone will permanently change that and this tool will give you the magnifying glass you need to assess any business.

Promotion Success Scorecard – Have you ever done a product introduction or product launch and it needed to make $100,000 and it only made $15,000? Pretty disappointing, eh? (Crushing maybe.) This tool will SLASH the chances of this happening to you.

Perry Marshall Media Map – This is one of the most fascinating and revealing tools ever. It equips you to do 80/20 on the ONSLAUGHT of media choices that you have. (Nobody can do Google and Facebook and YouTube and Twitter and Instagram and Snapchat and EBay and Amazon and Radio and TV and newspaper and Periscope and blogs and XM Radio and banner ads and affiliates and text messages…

The ‘Martini Glass’ Unlimited Traffic Calculator – How much will it cost you to scale your traffic UP? How much will a boost in conversions increase your market share? This tool tells you.

Star Principle Scorecard – You can systematically ratchet your business up the scale of dominance by incrementing key levers one at a time – until you are capable of transcending your competitors on a variety of fronts. Not by brute force but by finesse and elegance.

The Espresso Machine Tool – X-Ray vision for optimizing your pricing to maximize profitability and market share.

Simplify Scorecard – Gauges not only your product line but your company culture for navigating what most people find to be an impossible maze of subtleties. You can’t afford to get this wrong because most people only get ONE shot their entire life. You better make it right.

I built these tools (and more) FOR the Rosetta Stone seminar and community. Rosetta Stone has now permanently changed Planet Perry because I have laid the foundations for the next 20 years of marketing.

I have guided thousands of entrepreneurs to six figures; hundreds to seven figures and beyond. Today, a handful are worth a billion.

Whether you desire to earn $400,000 a year strictly on your own terms, or if you prefer to join the ranks of the wealthiest entrepreneurs in the world, I’m delivering the world’s first Zero-to-Billion equity business strategy.

The net worth in the room during Rosetta Stone was north of a billion dollars. The net worth of people listening to the live stream was at least half a billion. I know that for a fact.

There are a lot of marketing seminars. There are very, very, very few that people worth tens and hundreds of millions of dollars will go to.

Now that might seem totally irrelevant to you if you’re just getting started.

It’s not.

And if you doubt, ask the wealthiest people in the room. In fact, I want you to imagine that you walk up to one of these people (several of whom were on stage). Say, “Hi, I just have this little company that does [fill in the blank] – I don’t have aspirations to be a billionaire or anything, I just want to build something that LASTS. Do you think Perry Marshall’s videos and Rosetta tools will help me?”

What do you think they’ll say?

Do you think Warren Buffet’s business advice somehow does not apply to you?

You may object:

“That’s nice Perry… but I’m not even remotely interested in building a billion-dollar company… so what does this have to do with ME???”

It has everything to do with you, because THE GOLDEN AGE OF MARKETING IS OFFICIALLY OVER.

Because all the world’s most sophisticated marketing has become a commodity.

And most small companies sorely lack one crucial ingredient that the big players prize more than anything else.

This is why I am taking equity in companies.

The business I’m in is not the business you think I’m in. This is only the exterior. I’m going to show you the whole thing.

At the beginning, I addressed you as: “Dear Marketing Professional.”

Today, I summon you to something far greater. More noble, more expansive, more ambitious than merely being a “Marketing Professional.”

I’m inviting you to join an elite group of individuals who stand head and shoulders above the masses of ordinary marketers.

NOT everybody will follow me. I’m not posturing when I say that. Most people who made the first transition won’t make the 2nd.

Sony didn’t invent the iPod, but they could and should have.

The taxi industry could have invented Uber, but they fought it instead.

General Motors didn’t invent Tesla, even though they should have. (They had a great electric car 20 years ago, the EV1… they scrapped it.)

All of these companies had perfectly good excuses for why they couldn’t swing the changes. In each case it meant taking a hatchet to what was “already working” and making a bold move.

(I know one of the guys who headed up the electric car program at GM in the 1990s. He shakes his head in disbelief at what GM discarded when they crushed those dearly-loved cars and hauled them to the junkyard. He was so disillusioned he left the auto industry and is now doing something completely different.)

Similarly, most marketers won’t make it around this bend. They too will invent an excuse to forever remain “marketers” and doom themselves to obsolescence.

Even the greatest marketer in the world now submits to the Equity Strategist.

YES, the Equity Strategist must thoroughly grasp marketing. But the Equity Strategist commands so much more.

Maybe you’re content just being the second highest paid person in the firm.

But don’t forget:

• #1 Enjoys the freedom; #2 is a slave
• #1 Takes home 2-10X more money than #2
• #1 Keeps 75-95% of the wealth; #2 fights over the scraps

The world is not 80/20 anymore, it’s 95/5. 5% of the people attain 95% of the wealth. Once upon a time, #2 could still walk away with 20%. Now #2 is lucky to take home 5%. Probably 2% or zero.

Five Steps to Ruling Your Kingdom:

1. Marketing
2. Equity
3. Scale
4. Moat
5. Castle

Marketing is essential. You’ll never rule anything without a thorough knowledge of marketing. But it’s not enough anymore. And until you have a clear, simple, elegant road map to the big levers, you will be mired in a sprawling swamp-bog of complexity. Most marketing education stops here. It’s not enough.

Equity is mandatory. There are three kinds of equity: I) Cash Equity: You set aside enough money to invest in assets that throw off cash. II) 80/20 Lifestyle Equity: When you don’t have equity (i.e. baseball player or oil painter) but you do have other forms of leverage. III) Business Systems Equity: You build a business you can sell. Rosetta Stone is about getting Business Systems Equity – even if you’re in a type #I or #II business right now.

Scale is the hardest step. It’s also the step that looks the easiest! In nearly any industry it’s easy to scoop up 1% market share. Even if you’re a bit player, there’s low hanging fruit you can shake off somewhere. But… getting 10%, 20%, 30% of the market – everyone makes it sound easy but it’s very hard.

Moat is the most rare. Nothing determines the value of your equity more than your moat.

95-99% of businesses don’t have a moat. The world’s greatest moat is Network Effect. Network Effect is when Ebay has buyers, which attracts more sellers, who attract more buyers. Ebay might seem stodgy in 2019, but it’s more immune to attack than the presidential palace in North Korea. You could spend $100 billion and you’d still never get Ebay’s buyers and sellers to switch to a new auction site. And that’s the kind of moat you need. The problem is, nobody has worked out a formula for regular businesses to attain Network Effect. Before now.

3000 years ago, Solomon said build your barn before you build your house. And I say: build your moat before you build your castle!

Rosetta Stone is Network Effect for Everyman.

Castle is your personal financial protection. It’s your autonomy and freedom. It’s immunity from confiscatory tax laws. It’s your capacity to rule as a Wise King. It’s the fortress that enables you do to the things you care about. Superstars of Planet Perry like Clate Mask and Ed Harycki, Mark Ingles and Bill Seagraves; programmer Monica Snyder, dog trainer Susan Garrett and tennis champion Florian Meier, are not only accomplishing what they want financially, but their lifestyles support their personal priorities and deep convictions.

Rosetta Stone is the first training to integrate all five, delivering not only an A-Z road map to the most powerful marketing strategies in the world but giving you OWNERSHIP, SCALE and PROTECTION – so ten years from now you’re no longer huffing and puffing trying to make that hamster wheel spin.

Entrepreneurship used to be about sales and marketing. Now it’s about EQUITY.

It is for this reason that on May 8-10, I conducted a private seminar. 80-90% of the content was from me, with only a very few select other guests or presenters. I’d never done this before.

This was vital and essential because I’ve reached a new synthesis of both existing and new tools and strategies. New synthesis mandates new identity.

Whether you’re InfusionSoft hiring young Perry Marshall, or whether you’re young Perry Marshall trying to climb on board with InfusionSoft, this is how you create a consulting agreement that gives you equity. (I did get equity in InfusionSoft.) And the seminar is actually for both parties.

My FIRST Equity Adventure

Twenty years ago, I went to work as an employee at a small hardware and software design firm, Synergetic Micro Systems.

Synergetic was struggling to migrate from hand-to-mouth product development “job shop” to full-fledged product manufacturer.

One year into the deal, I got “phantom shares.” Stock options.
I grew my tiny corner of that business from $200,000 to $4 million, and with the advent of our chip (which re-defined the company, as it was a Proposition Simplifier) we became ripe targets for acquisition.

Four years after I started that job, Synergetic got sold to Lantronix Inc. for $18 million.

I walked out that door with $268,000 USD in stock options. That was a landmark event in my life. It swung a wide-open door to all I’ve done since.

Had I not gotten that deal, I would not be here today talking to you.

Don’t forget: I was as important to them as they were to me. I gave that job my full heart, soul, and passion, because they gave me every reason to. The company was gunning for a big Exit Event and everyone was on board. The owners re-engineered the whole company with the Exit Event in mind.

It’s not like I didn’t have reasons to despair. There were all kinds of problems and I almost quit several times. I almost got fired too. But the incentive to persevere was huge.

I built sales funnels, a distribution and rep channel, wrote magazine articles, got publicity in trade journals, applied myself with conscientiousness and dedication. Went to seminars, educated myself in every way conceivable, subscribed to newsletters, hung out on discussion boards, was a bona fide marketing maniac 24/7. Bought recordings and read books voraciously. Cashed in my info product consulting coupons to solve problems in my sales job.

Without a “go to guy” like me, that company would have floundered and never achieved its zenith.

If you’re a founder or CEO, you need to find people like that. People who become assets that help you transform your business into the kind of star that either (1) gets sold for a large sum of money (so you have an exit); or (2) you design your company so family members can take over; or (3) structure your company so it channels enough dough into the bank that you earn your freedom.

If you’re a consultant, you need to use your passion, wisdom and expertise to purchase the same kind of lottery ticket I bought at Synergetic. You need to become the Master Strategist.

Rosetta Stone is the singular event that brings both groups together under one roof. Yes, so founders and consultants can meet each other. But most importantly because whether you’re a founder / CEO or a hired gun, you need to possess the Master Strategy. You want the capacity to handle ANYTHING that comes your way.

Oh, and by the way, Synergetic eventually achieved Network Effect too. It wasn’t Uber-style Network Effect. It was an ‘everyman’ version. But it was enough to fend off competitors and become a valuable asset and even in the cutthroat technology scene, the chip we developed is still sold today, 16 years later.

Three Days of Intense Perry Delivery

The Rosetta Stone Seminar delivered three days of concentrated discovery and interaction, integrating and simplifying my sixteen years of consulting, authoring, teaching and strategy.

All other seminars I’ve hosted have either been small workshops with hot seats, or team efforts featuring multiple presenters and experts. I’ve not held any other large-format seminar where I delivered more than six hours of material myself.

At Star Seminar in 2014, Richard Koch did most of the presenting. In Marina Del Ray California the following year, I had many guests covering a wide range of topics. The fabled AdWords seminars in Maui Hawaii featured many speakers. The Rainmaker seminar for consultants had many speakers.

Roundtable meetings are more member content than Perry content. Only in the Influential Writing workshop in 2013 (twelve in attendance) did I give the majority of presentations across two days. There, the topic was extremely narrow.

This is nothing less than the definitive strategic marketing synthesis. An Operating System. The next level for people who already know the ABCs of marketing and who also know that what got you here won’t get you there.

It’s the zero-to-billion action plan. This is where Planet Perry is headed from now on.

Whether you simply desire to earn $400,000 a year strictly on your own terms, or if you prefer to join the ranks of the wealthiest entrepreneurs in the world, I’m delivering the world’s first Zero-to-Billion business strategy.

The Rosetta Stone seminar is utterly unique. I named this after the Egyptian Rosetta Stone, discovered in 1799. This discovery was a MAJOR leap forward, bridging Egyptian, Greek and Coptic cultures and understanding three major languages. It converted HUGE fragments of ancient history, harmonizing discordant time lines, shedding brilliant light on ancient languages, unraveling cultural mysteries and bringing the story of mankind into alignment.

The idea of a “Rosetta Stone” is to be able to set three different languages side by side and be able to decipher what all of them mean.

The Rosetta Stone seminar integrates Traffic, Conversion and Economics (marketing) with the Master 80/20 Toolkit (including strategies for market domination, simplification and fast growth) and the Self-Sustaining Network Maneuver, which is the most adroit moat you can put around any business.

Rosetta Stone is THE definitive marketing education. Master Strategy. It leaps beyond mere marketing to encompass all of the major strategies that are creating million- and billion-dollar businesses in the 21st century.

What’s NEW in Rosetta Stone?

1. The ability to walk into any business and instantly see how to add a zero. Maybe two or three zeros.
2. Immediate ability to rule out businesses where adding zeros is impossible.
3. A method for revealing the exact bottleneck standing in the way of more zeros.
4. A road map to the exact tools, processes and strategies that add the zeros. (Half have never been seen by most Planet Perry members, and at no time have I ever explained how to put them all together.)
5. If you’re a CEO, a model for locating key consultants and employees and giving them “golden handcuffs”.
6. If you’re a consultant, a model for qualifying clients and taking equity in companies.
7. A structure for ending consultant or client relationships that aren’t working.
8. A model for sharing equity that’s fair to all and ensures you get paid.
9. The master formula for Self-Sustaining Network, which is the strongest moat you can build around any castle.

In 1964(!), Jacques Ellul, a French theologian, said:

“Societies used to contain technologies. Now technologies contain entire societies.”

This is a deep and profound insight. And it’s very practical because here’s what it means:

If you don’t own the Network,the Network owns you.

Many people think they own a business. In actuality Facebook owns it. Google owns it. Amazon owns it. Apple owns it.

Many other people think they own a business. Sure, legally they do.

But practically they don’t own anything at all. Because they don’t control it. Worse, they can’t keep other people from showing up and stealing their business.

There is no neutrality. Whatever business you’re in, you need to own a network. And when I say “own” I mean real equity.

• Mark McShurley, member of my US Roundtable, has discovered a surprisingly effortless form of Network Effect that already has given him a substantial edge over local competitors. He has gone from desperately struggling to admirably successful and double-digit growth in two years.
• Yesterday, British Roundtable Member John Brudenell-Leach and I discussed a way that he can merge two of his web properties together in a way that will provide an exponentially strong protection against competitors.
• This week, Swedish Roundtable Member Sylvia Oppenheim discovered she already has the basis of a fortress, fully functioning as a “basement” in her business. In the next 12-18 months she will emerge as the leader, a Network-protected force in a market that’s still sorting itself out. By the time others realize what she’s done, it will be too late for them to react.

Network Effect is not just for Silicon Valley. For the first time now, it’s also for mere mortals. This will be the Definitive guide to Network Effect. I’ve never seen such a thing anywhere else.

WHY does Rosetta Stone work? It works because whether you’re at $40,000 trying to see your way to $100,000, or $40 million trying to see your way to $100 million, the questions become exactly the same!

This is the first time I have ever brought all these elements together in such a tight fashion. You can use this to solve any problem.

• If you’re the right person in the wrong business, Rosetta Stone will tell you.
• If you’re the wrong person in the right business, Rosetta Stone will tell you.
• If you just need to pour on the traffic, then watch the ATM machine spit $1000 bills on your living room floor, Rosetta Stone will tell you.
• If you need to re-invent your product and industry first, Rosetta Stone will tell you.
• If you wish to build a moat around your castle that none other can penetrate, Rosetta Stone will show you how.

No one else has ever achieved this. This is the world’s first infinitely scalable business and marketing model.

If you can make a thousand, you can make a million. If you can make a million, you can make a billion. The only requirement being that the market itself is big enough. (Vietnamese Pot Belly Pigs are not a billion-dollar market.)

Rosetta Stone is the one single set of strategies which applies to everything from lemonade stands to billion-dollar businesses; from the single keyword on Google to the million-dollar-a-week ad spends.

There are eight steps to total market domination, to attaining the respect of your peers and total career satisfaction:

1. Use Renaissance Time to gain discernment and clarity.
2. Make 3x more profit with an “Espresso Machine”.
3. Earn $1,000 per hour at least 1 hour a day with 80/20 Time.
4. Make your product irresistible by Simplifying.
5. Carve out a niche where you’re the undisputed #1 via Star Principle.
6. Build a network that becomes competition-proof as it grows.
7. Get equity & enjoy passive income.
8. Enjoy freedom to create and invent every single day.

This is Perry’s “eightfold way” sort of like the eightfold path Buddhists follow. How do YOU score on these items?

Wanna know how most people score on these items?

• 5% actually do Renaissance Time every day.
• Many DO apply the Espresso Machine principle. (Most who do, grant themselves an overnight raise of 10-25%.)
• Most people at least understand the concept of 80/20 time and making $1,000/hour. Most have difficulty carrying it through to completion. Few actually make $1000/hour.
• Less than 2% create a Simplifying product. (Harder than it sounds. During the last year I’ve made great strides making it easier.)
• Only 5% build Star businesses (also a lot harder than it looks).
• Almost NOBODY knows how to build a competition-free moat around their business. Most people who think they own their business, don’t – because ownership is about control and immunity from disaster and most owners have neither.
• Less than 5% get real equity. They’re sharecroppers and hourly contractors.
• Very few achieve the freedom to create and re-invent.

These dismal results speak for themselves. Despite the fact that most people reading these words understand marketing very well, most possess little or nothing that generates equity or sets them free.

How about you?

News flash: In 2019 and beyond, merely knowing sales and marketing will NOT set you free. Anybody who tells you it will is either lying or deluded.

You need the five steps, which are:

1. Marketing
2. Equity
3. Scale
4. Moat
5. Castle

Success eludes even people who know how to do all kinds of “sophisticated” things.

Marketing is and may well remain one of the highest paid professions. But all by itself it does not put you in the pole position anymore. It has ceased to be the key.

Marketers are headed for the same doom as doctors. In the ’60s and ’70s, doctors had the world by the tail. Took time off. Called the shots. They enjoyed insane income levels.

But now with insurance and hospitals and consolidation, the independent MD who has any control of his life is a relic of the past. With HMOs and PPOs and insurance companies and institutional bureaucracy… they spend most of their time punching information into facility-owned laptops, serving algorithms and feeding machines, complying with HIPAA laws…

…They don’t have time to listen to patients; they’re caught up in the insufferable, carnivorous bureaucracy that, as Howard Jacobson says, “makes the mafia look like nursery school.”

The “health care” beast feeds them nothing but stress and a stomach bloated with problems. They have no choice but to stay chained to their stethoscopes and clipboards because somehow or another they have to pay off that $340,000 med school bill.

Marketers are careening towards the same fate. Highly skilled, occasionally respected, necessary and essential, but replaceable…

HAMSTERS.

Spinning that wheel as fast as humanly possible.

If you define yourself as a marketing professional and not a Master Strategist, you are bound to end up frustrated, confused and disappointed. Running on an impossible treadmill like the average MD. (But receiving less respect, less admiration. You get less deference at cocktail parties.)

You’re working way too hard. Too many hours, too many interruptions, too much trivia. You’re far too focused on income.

But worst of all, you’re not getting enough equity.

Almost EVERYONE misdiagnoses their own marketing problems because they’re applying the wrong strategy. They don’t know what to do. They’re solving the wrong problems. Nobody else knows how to diagnose them correctly, either.

Haggard people get dragged from one promotion to another, one product launch to another, one diagnosis to another, one seminar to another, never really getting traction. Putting on a façade of ‘having it all together’ but unable to solve even their own basic problems.

Most marketers are seething with frustration. You may never have aspired to build a billion-dollar company, but you still know you could and should have gotten so much further.

You already know you shouldn’t be spinning your wheels nearly so much.

Please understand:

1. Most people have never witnessed my Integrated Marketing Strategy. They only know the parts. The bare externals.?Those who have attended Intensives, City Tours, Roundtable meetings and private consultations where they saw a thorny problem get resolved in 30-60 minutes have witnessed the Integrated Marketing Strategy in action.? They’ve seen it live but they’ve never seen the formula behind it.
2. People spend weeks, months, years, hacking away at the wrong problem,never getting to the bottom of the swamp, never getting to the root.
3. My methods have evolved across multiple bands and platforms, integrating PPC ads, copywriting strategies, systematic creativity, Pareto, Simplify and Star Principle, Marketing DNA, Swiss Army Knife, Network Effects, “building the Maze” and Maze 2.0. And evolutionary strategies exported from biology and transplanted into business.
4. I have done deep work in over 300 industries, witnessing many entrepreneurs grow from literally nothing to millions, tens of millions, and more recently, hundreds of millions of dollars. A few are knocking on the billion-dollar door. ?During the next five years, some of my clients will cross the ten-billion-dollar threshold.
5. I’ve devised a dozen different specific tools that pinpoint opportunities, reduce risk and twist levers. Until now, all this has been delivered piecemeal and a la carte. It’s never been incorporated into a seamless whole. ?Literally only one Planet Perry member in 1000 possesses a broad apprehension of how all of it fits together… Only a sprinkling of my Roundtable and Private Client members, of which there is at most a couple dozen. No one has a total comprehensive view.

None have seen the new strategies.

When you switch from Marketer to Equity Strategist,many tasks fall away as unnecessary. Others become far easier to outsource or combine with others. Still others suddenly explode in effectiveness.?

Taken complete, my global strategy is more thorough, more whole, more scientific and more applicable to a wider range of businesses, than any other system available from anyone, anywhere.

If you want to become an information marketer, Dan Kennedy is the #1 authority on Earth. If you want preeminence, seek out Jay Abraham. If you want philosophy, go to Seth Godin. If you want a product launch, Jeff Walker is the primo alpha dog. Video Sales Letters, Jon Benson. Selling from the stage, Joel Bauer. Webinars, Dave Dee. Discovery Contracts, John Paul Mendocha.

All are vitally important specialties, and many have made millions using these strategies. In some cases, you can wear the Marketer hat and absolutely master just that one thing, and take home a mid to high six-figure income.

But if your goal is to BUILD EQUITY, so your business itself is the asset, then the majority of marketing advice will HURT YOU NOT HELP YOU.

Most marketing advice is very short-term and tosses YOU solidly back into the center of the hamster wheel because it makes you the implementer of everything. And quality control chief. And recruiter. And babysitter. And diagnostic physician.

The ideal customer for most marketing gurus is the obsessive-compulsive entrepreneur who works 12-15 hours per day; the guy or gal who has built a business whose only barrier to entry is its own complexity and the insanity of its owner.

Their ideal customer is a person for whom all you have is a jack hammer (marketing) and everything looks like a nail (just use more and better marketing).

But…

• If your goal is to build a company to millions, tens of millions or hundreds of millions of dollars;
• If your goal is to consult with a company and get equity, so that even as an independent consultant you are building solid gold nest egg;
• If you want to be able to solve any business problem and transform any qualifying firm into a growth machine;
• If you wish to build a Star business, one that garners a disproportionate share of the growth and profits;

Then you need Rosetta Stone. Rosetta Stone is the zero-to-billion-dollar formula. It’s the five steps of marketing, equity, scale, moat and castle.

Rosetta Stone recognizes that total marketing strategic expertise is mandatory,but it is far from the only thing and if you think it’s the only thing, you work yourself into a giant trap.

A trap you never escape from.

Should You Invest in Rosetta Stone?

Howard Jacobson, author of AdWords for Dummies, says, “I’ve never met anyone who regretted giving Perry Marshall money.”

I challenge you to name ANY course I’ve ever sold that was a waste of money. Even if you bought it ten years ago. Compare that to the rest of the world.

Compare that to the other courses you spent your money on.

“Internet Marketing” 99% of the time means: Flash in the pan… idea of the week… flavor of the month… technique du jour… one product launch after another… one promotion after another… “one thing that you absolutely positively MUST MUST get RIGHT NOW…” and then it’s something else, and something else, and something else.

Aren’t you tired of setting your hair on fire and getting all panicked for something that’s gonna be obsolete six months from now?

I have never done that.

I challenge you to name ANYTHING I have taught in the last 16 years that ever became truly obsolete.

People who bought my original PDF “Definitive Guide to Google AdWords” in 2003 or my original paperback “Ultimate Guide to Google AdWords” in 2007 will find that at least 50% of those books are STILL valid. (Even though they were instruction manuals for an ad platform that “changes all the time;” even though Google has infernally futzed with their features and algorithms etc. etc.)

Because not only do these methods work on Google, with minor tweaks they also work in Facebook, LinkedIn, Email Marketing, and any other advertising medium you can think of.

The courses live on. The original investments my students made continue to pay off.

Why?

Because more than any other marketing and business author, I teach PRINCIPLES. I ground you in eternal truths that stand the test of time.

And the rain fell, and the floods came, and the winds blew and beat on that house, but it did not fall, because it had been founded on the rock. -Matthew 7:25

My original AdWords book was not primarily designed to be an AdWords book. It was really designed to serve as a fundamental direct marketing education, using Google AdWords as the working toolbox.

So even if you got violently Google-slapped and then permanently vomited out of the Google AdWords gullet, your Perry Marshall education continued to sustain you wherever you went and whatever you did next.

Recently, I did an interview on the Trevor Chapman podcast. Trevor is now reading 80/20 Sales & Marketing for the 5th time (physical book, plus Kindle, plus Audible) because it’s that rare kind of book which, while delivering immediately actionable profitable strategies from just skimming a few pages, offers tremendous depth.

Every time you read, you’ll pick up something you missed the last time through.

Perry Marshall is not the “online marketing guy” or the “Google AdWords guy” or “Facebook ads guy” or “the 80/20 guy.” Perry Marshall is the only authority that will show you how to integrate ALL of this into one cohesive, zero-to-billion strategy. And walk you through, step by step.

• You can build and stop at $1 million if you like.
• Or you can stop at $10 million.
• You can stop at $100 million.
• You can stop anywhere you choose.

It’s not like I’m going to hide the problems you encounter as you climb that ladder. Casey Graham was unprepared for how his life would change when he had “FU money” and on a recent interview with me, he got naked about what that was really like.

Casey’s newfound freedom was shocking. It had downsides he did not anticipate. He quickly found out: sitting in Starbucks all day long looking at your giant investment portfolio balance is not in any sense a satisfying way to while away your day. He eventually re-tooled and now he’s back on the hunt. New company, new adventure.

But the point is – with THIS plan, you get to choose. Elsewhere, you do not get that choice.

Is Life-Changing Money a Choice You Have NOW?

Imagine an emergency. Let’s say you’re like long-time member Scott Marlow, whose four-year-old daughter Savannah was diagnosed with cancer, and you have to put everything on the back burner and attend to a crying need… would you be able to do it?

What you get here, that you get nowhere else, is the ability to understand, in advance, whether your $100K business can even become a $1M business. Whether your $1M business can grow to $10 million.

You will get the road map. You will get the tools and the processes. And it will all solidly snap together so that you never again wonder where the real bottleneck is.

Joshua Long is author of Bottleneck Breakthrough. Josh and I work together on clients I take equity positions in.

Josh said, “When I talk to a client about their business, the thing they THINK is the problem with their business is almost never the problem.”

He cited one client who thought they needed autoresponders.

Yes, they do need autoresponders – 4-6 months from now. But what they really needed NOW was a very specific hole plugged in their customer follow-up.

(Picture fresh hot qualified prospects like glazed donuts, emerging fresh out of the oven on a conveyor belt, arriving at the end of the belt, then falling into a dark grey Rubbermaid trash can and getting wheeled out to the landfill.)

Yes, they need autoresponders, but that is only one part of a larger strategy with many moving parts.

Joshua said to me:

“Nobody knows how to diagnose their own problem. And most marketers and agencies don’t know how to diagnose problems either, so the client ends up paying them to create more problems!”

A problem clearly defined is 95% solved.

A problem NOT clearly defined is 95% sink-hole.

Marketing has grown so vast, so sophisticated, so many tentacles and options, that if you don’t possess a simple, elegant, cohesive road map that eliminates 90% of your options, you will get lost in a desert that you may never escape from.

Six years later, some wandering stranger will find your bones under a cactus. (Whatever bones remained after your parched and shriveled corpse was consumed by hungry jackals.)

The ability to visualize, strategize and integrate those moving parts is a $1,000/hour, $10,000/hour, even $100,000/hour skill.

It also saves you TONS of wasted time and money.

You wanna move to the top of the food chain?

Acquire the ability to correctly diagnose and strategize problems and you’ll be creating million-dollar, possibly even billion-dollar businesses.

This is why I invite you to get the Rosetta Stone Recordings.

I have never done anything like this before. If you’ve been in Planet Perry for a year or five or ten, if you’ve put useful tools in your tool belt, this will bring everything you think you know into 10X sharper focus, more clarity than you ever imagined.

But that’s only the start because…

Here’s an analogy that explains what’s truly NEW:

In 2001, there was no defined formula for online marketing. Online marketing was just an assorted collection of techniques like SEO and keyword stuffing and landing pages and submitting pages to Lycos and Excite and AltaVista. And yes, copywriting and storytelling.

If you were really sophisticated, it might also include flash audio or video and a few smart people were offering white papers and generating leads. But mostly it was “sign up for our free electronic newsletter” and a lot of hoping and praying and spamming.

But between 2002 and 2005, the modern sales funnel was born. It was born at the System Seminar in 2002. It was created by people like Ken McCarthy and Yanik Silver and Alex Mandossian and Jon Keel, and later, myself. We invented devices like squeeze pages and autoresponder sequences.

By 2005, “in the know” marketers were beginning to realize you start with Google ads, then you collect an email address, then you insert autoresponders and a sales funnel. You get your conversion stats right, and only then do you start working on details like SEO.

We understood that the goal is to build a high-conversion sales funnel with high visitor value. They understood you split test and refine your offers.

We understood if you had the highest visitor value in your market, you could dominate your market. And then you could do affiliate promotions, buy banner ads, obtain publicity, maybe even advertise in magazines, newspapers, radio and TV. Jeff Walker’s Product Launch formula emerged as part of that.

Five years later we added Social Media to that mix. That’s a modern digital sales funnel, and any marketer worth his or her salt understands it. We all understand that conversion is king.

So in other words, everyone now knows the basic TACTICS of marketing.Most marketing funnels are built roughly the same way, just like most cars are built roughly the same way.

Mere marketers get paid by the hour. Same as auto mechanics.

But when it comes to STRATEGY,

Everyone is still groping around in the dark:

• Are you in the right business? Or the wrong business?
• Is it even possible to achieve what you want in the business you’re in right now?
• Are you the right person to be doing this?
• Do you have the right people?
• Are you in the right market?
• Can you dominate that market?
• How much will it cost you to dominate this market?
• Can you disrupt the market?
• Can you pull it off before somebody else does?
• How much will it cost to disrupt it?
• What question do you have to answer in order to disrupt it?
• What happens when your market shifts from 80/20 to 95/5? (This is happening in industry after industry. Old citadels are falling like dominoes. Yours is next.)
• Can you make yourself completely competition proof?
• What will it take to build an utterly competition-proof moat around your castle?
• What are all the “minor” ingredients that build Network Effect, even for companies that are NOT venture funded like Uber and AirBnB?
• What epiphany in your Unique Selling Proposition will massively move the needle?
• How do you get equity? (There are three types of equity, depending on what kind of business you are in. Each requires a radically different strategy than the others.)
• How do you get equity as an outside consultant?
• How do you decide in advance whether you even want to try getting equity? (95% of prospective clients will not be worth the trouble, so don’t waste your time)
• Is the culture of your client even compatible with the long-term goal of building a market-dominating business with an impenetrable moat around their castle?

Until now there has been no solid, tested, established formula for solving THESE problems. All of the above is in the same squishy, nebulous state of confusion as “online sales funnels” were in 2001.

Once the sales funnel formula was established, it was so “obvious” in hindsight. And so powerful.

Those who possessed it gained an exponential unfair advantage over all others. This advantage put them five years ahead of the curve, the marketplace. People made millions of dollars from this knowledge.

The centerpiece of the new material is

*How to radically insulate yourself from all competition.*

Not by posturing and puffing up your fur like a tom cat (which is how most marketers kick the can down the road), but through fundamental bedrock strategy.

I devote a full half day to this. Making your business more impervious to competitors and knock-offs the bigger it gets. The ultimate virtuous circle.

This is the first large-format seminar I have ever done where 80-90% of the presenting was by ME. All the other seminars involved numerous other speakers. Not this time.

It is intense. For people who are hungry for knowledge and information and CRAVE deep learning.

The fee for access to the Rosetta Stone Recordings is…

$999 for current New Renaissance 12 or higher members (Jet Propulsion, Immersion 451, Roundtable, Private Client Group)

Not a member?

$2499 for Non-Members. You will be signed up for a free one-month trial of New Renaissance as part of your subscription ($99 for each additional month. You may cancel at any time, but only continuing members will retain access to the online tools and tests. You will, however, always have access to the recordings regardless of your membership status.)

Want to save $500?

$1,999 for Non-Members who join New Renaissance 12 (you will be billed $999 automatically for your membership when it renews next year. Cancel any time.)

(NOTE: In order to maintain access to the Tools included with Rosetta Stone you MUST be a member of New Renaissance.)

Bluntly:

If you want your client to exit in 2-5 years by selling their firm for $40 million and you want 10% of the pie (so when they sell you get $4 million worth of stock options) your chances of making this happen are infinitely better if you watch the Rosetta Stone Recordings.

I also outline a tax strategy that ensures that you pay an absolute minimum of taxes on those stock options. Your stock options can be owned by your retirement account while still allowing you to invest that money in other businesses and ventures, tax deferred.

Otherwise the tax man will cross your moat, knock on your door, and take half your castle.

And you don’t have to be a tax exile like Richard Koch (who renounced his British citizenship and now divides his time between four different countries) to do that.

You will only pay taxes on whatever portion that you immediately pay yourself as personal income. All the rest is sheltered.

Again, I devote a portion of this seminar to that strategy. Many participants will earn a 100X return on their seminar tuition from that one portion alone, because it saves you 30-40% on taxes.

You also receive a complete book and Master Strategy Toolkit, with preview access to vital online tools.

If you’re caught between the wheels, faced with innumerable possibilities and you’re not sure which way to turn… you need a Master Strategy. Does your brain feel like just so much spaghetti of marketing and business advice, piling more new business books on top of the existing pile?

After Rosetta Stone, EVERY business book you have ever read, any business book or course you take in the future, will easily and transparently fit into the larger master framework. It will take less space in your brain. You’ll be able to twist the Rubik’s Cube so effortlessly.

Pieces will seamlessly fit together and your ability to grasp and solve problems will instantly spike and continue to rise as you apply the concepts to situations every day.

Imagine being thrown HARD business problems (like fast pitch-baseball) and being able to solve them with ease.

Imagine no longer wondering if the business you’re in – or the new product you’re thinking about developing – is going to be a big giant sink-hole, but being able to move confidently forward with your plans.

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Tag: Rosetta Stone Event – Perry Marshall Review. Rosetta Stone Event – Perry Marshall download. Rosetta Stone Event – Perry Marshall discount.

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