The Formula For Failure

by Justin

  • Clip to Evernote
  • Clip to Evernote

Before we get started I have to get something out of the way. The last thing I want is for someone to discredit this post thinking it was just a cleverly disguised promotion to one of my products.

At the end of this post I AM going to offer one of my products as a solution to the reasons why 95% of people fail at trying to make money online. It’s not going to cost thousands of dollars or even hundreds or even $47 or even $27.

In fact it’s my job to give you real solutions to your real problems -literally! We’ll actually be talking about that in reason #4 why people fail, further on in this blog post.

If you don’t want to be one of the 95% that fail this year then I suggest you not only read every word here today, but come back and read it once a week.

Let’s Begin…

We all know that I used to really suck at making money online. Heck, so did all the other guru’s except for maybe Frank Kern. haha J/K

What did I do that anyone else might not have done (to finally become successful online)? I have no super powers, I didn’t get a fancy education, I’m certainly not a programming wiz, my parents aren’t rich…

I actually remember the day when the lights went on for me. I was living in Tampa, FL and my desk was made out of cinder blocks stacked 3 high on both sides with a closet door laid on top. Back then I had one of those old computer monitors that still had the big glass round bubble as the screen.

Whats worse is my computer would just randomly shut down. So I’d be right in the middle of writing an article or trying to build a landing page and PLLLIFFT! There wen’t all my work! (I learned to press save about every 5 minutes)

Why am I telling you all this?

Because I’ve been at this game for almost 4 years now and in that time I’ve learned a tremendous amount of information. More then that though is I’ve been at it long enough to see the patterns and cycles of this industry.

The day the lights went on for me I remember thinking “That’s it, the answer is right under my nose. The “Guru’s” have practically been yelling it from the top of their lungs, but I’ve been ignoring them thinking there must be something more.”

I guess in a sense, as funny as it sounds, I was once looking for the magical secret also. I didn’t want to hear about basics and fundamentals and starting slow to work my way up. I wanted to hear “press this button together with this button and when you go outside there will be stacks of cash in your mailbox!”

But in that weird moment of clarity I all of a sudden GOT IT. It’s totally possible back in those days that I may have been under the influence of something, and maybe that’s what that moment of clarity was.

Anyhow, that’s the day I started to listen and this is what I heard…

Don’t Chase That New Shiny Ball

If you want to fail at making money online the best way to do it is just get invloved in every new product or money making method you hear about. In fact if you really want to get good at failing you should sign up to every marketers list, buy every product you think looks good, and try to do each concept you hear about.

IF YOU DON’T WANT TO FAIL you should choose very carefully who you allow into your life. When I first learned this lesson I unsubscribed from all but 3 email lists. I then only listened to what those 3 people had to say. This ties into the next part of the formula for failure…

Yellow Belts Can’t Kick Anyone’s Ass

When I first started out online I was tring everything. I mean the “guru’s” told me they worked so who was I to think they didn’t. And I wasn’t making money from the last one I tried so I might as well try something else. In that thinking was my demise.

If you want to fail at making money online this year then you should try every technique you hear about for two weeks only then move onto the next one. But IF YOU DON’T WANT TO FAIL then you should pick just one money making strategy and stick to it until you are an expert in that strategy.

Strategies That Work:
Affiliate Marketing
Information Marketing (having your own products)
Website Flipping
Stock Market Investing
Real Estate (yes, even in this economy)
Service Selling
Software Licensing
And many more

It’s just like playing any sport. If you tried playing each sport for just two weeks you wouldn’t be good at any of them, however, if you practiced one sport everyday for 6 months you just might start to get really good at that sport. Again this ties into the next part and touches back on that last part of the formula…

Even Tiger Woods Has A Coach

Once you pick which money making strategy you will become an expert at you must find a mentor or coach. Before I lended my internship with Russell I was barely making any money at all. Within 3 weeks of gaining him as my mentor I quadrupled my income. Less then a year later he directly had a part in me having my first 5 figure day.

I’m man enough to admit that it’s 100% of Russell’s teachings that I now make over 6 figures per year and on my way to 7 figures. Could I have done it all myself, probably, but NO WHERE NEAR AS FAST.

I got lucky, very lucky, in how I landed Russell as my mentor. However, I believe that ANYONE could still do it if they approached him with the same attitude that I approached him with.

Since Russell, I have picked up a few other mentors and I didn’t get lucky these times. This time I had to work my way in and pay my way in. It’s worth it though because having these mentors is the fastest way for me to reach the next levels of succes. Along with helping me steer clear of costly mistakes.

If you want to fail at making money online then I suggest you try to do everything on your own, don’t make any sacrifices, don’t pay for any educational material, and never make compromises.

IF YOU DON’T WANT TO FAIL then I suggest you find a mentor as quickly as possible. Make sure they are already doing what you wish you were doing both physically and financially. You might have to pay your way in, you might have to work for free, and you might have to kiss some butts. It’ll be worth it though!

Don’t Sell Sand In A Desert

If I came up to you and told you what would be better to sell in a desert either sand or water what would be your answer? I hope you said water!

The reason you answered water instead of sand is because you already know that people in a desert most likely don’t need more sand but they’ll almost always need some more water. It’s the same thing with trying to sell products as an affiliate or product owner or service seller.

You first have to know what your market wants. If you don’t already know then you need to do the research. Here are a couple ways I do my research and what information i’m looking for in my markets.

1.) Grow some courage and just start asking people that you think are your target customers then write down the information they give you.

2.) Create a survey with something like and offer a very valuable incentive in exchange for people to answer your survey. To get people to your survey you can either pay for traffic with something like Google Adwords or pay someone to let you email your survey to their list of subscribers.

3.) Go to,, or and look up sites in your market. These sites will tell you lots of information about who the people are that visit the sites you are researching.

Minimum Information You Need:

What age group is your target audience?
What gender is your target audience?
What race is your target audience?
What income level is your target audience?
Where do they hang out online?
What fears do they have?
What are their biggest common problems?
What do they like to buy?
Do they like to buy online or offline?
How fast is their Internet connection?
What emotion is causing them to want to buy?
What emotion will they feel when they buy?

If you want to fail at making money online then ignore these questions, never do any research, and just make guesses at what people want to buy. If you want to fail just sell them what you think they want instead of what they know they want.

IF YOU DON’T WANT TO FAIL then do your research first. Get answers to those questions and create a character out of that information you collected. Give that character a name and think about what a day i ntheir life is like. Close your eyes and really pretend you are that person – What do they drive, whats their house look like, where do they work, what do they do for fun, what upsets them?

If you don’t want to fail then you need to know without a doubt what will help your target audience and then give them the solution in exchange for a fair price.

For example my niche is the make money online niche. Here’s my target audience profile…

Age: 45
Gender: Male w/Fast Growing Female Audience
Race: Non-specific but majority of caucasian and asian
Income: $500 – $800/week – $3,000/month – $30,000 per year
Online Hot Spots: Twitter, Facebook, WarriorForum, WealthyAffiliate, Squidoo, Ezinearticles
Fears: Programming, Breaking the Computer, Public Speaking, Making Mistakes, Public Embarrassment
Common Problems: Lack of Focus, Information Overload, Trust, Technical Skills
Likes to Buy: Coaching, Step-by-step videos, Traffic, Dreams
Buy Online or Off: Majority has online Paypal accounts for instant online purchasing
Internet: Majority Has Invested In Broadband Connection Speeds
Before Purchase Emotions: Hope, Freedom, Fear, Fatigue
After Purchase Emotions: Pride, Invincibility, Hope, Independence

By knowing this information it’s easy for me to sell my membership site which offers coaching, community, step by step videos, and tools to make their life easier. When I add on a 30 day trial for only $1 (paid online), show whats inside, and provide testimonials – It’s like selling water to a man who’s just crawled 3 days across the Sahara desert.

You can do this in any niche, you just have to be willing to do the research. If you need help with it my wife and I would love to hold your hand and walk you through your first time. Just contact us in our forum at

You know the formula for failure now, just make sure you stay out of it and you should be fine. Again, yes I am offering my product as a solution, because it is, but I could not be more genuine about what i’ve said in this blog post.

As usual comments and compliments go down below. For complaints please press ALT + FX

{ 31 comments… read them below or add one }

Donny February 15, 2009 at 4:52 pm

Thanks Justin, I’ve already saved this for my swip files and printed out those questions to post on the wall :p.


Justin Brooke February 15, 2009 at 4:55 pm

@Donny – I’ve got them taped to my wall also. No matter what niche I get into those questions always remain the same for me to be able to make money.

P.S. Congratulations on your interview with the Wharton School of Business. They called me with questions about you and I gave them a glowing review.


Sue February 15, 2009 at 5:36 pm

I can’t begin to tell you how close to home your blog post hit! That’s me to a T…unfortunately. All through the first half of your post I was having OMG moments.:-(
But once you started to talk about what should be done instead, I felt such a feeling of direction come over me. Thank you so much for sharing this with us…with me! You don’t know how much you’ve done for me Justin. I’ve been feeling like such a loser with internet marketing, but this post was just the boost I needed to help me get over this hump.
Again…THANK YOU!!!
(By the way, I’ve also copied this post and will keep it handy too!:-))


PLR February 15, 2009 at 6:54 pm

Hi Justin,

For some reason, I cannot sign up to your site. When I try to submit the form nothing happens. Please point me in the right direction.



David King February 15, 2009 at 6:56 pm

Good stuff man! love the honesty… also your target audience profile..

I think that it’s a good idea to have that target audience information… I’m going to have to do that now!




Louis February 15, 2009 at 7:23 pm

Great post Justin. Think I might have to just try your membership site out. We all dream that one day we will fine the answer and it all comes together. Thanks


Justin Brooke February 15, 2009 at 8:24 pm

@Sue – I’m glad I could be a part of helping you take a step forward. Thanks for your comment it helps me know when I’m on the right path.


Rog February 15, 2009 at 9:23 pm

Hey Chuanna & Justin,

I’ve been enjoying your posts for a while now and thought I would site up for the Mafia site…but it Won’t LET ME!

Seems to be stuck in an endless loop and the form refuses to let me know what’s missing/wrong.

Please let me know how to proceed.




Make Money Online February 15, 2009 at 9:51 pm

Hey Justin,

I tried to sign up, and like the people above it ain’t workin! So get on it :) I want to increase my income with a mentor – you seem like cool people! Was nice to see your e-mail wasn’t about “Mass Control” – got a few of those already you know (dozens).



Kelly Cole February 15, 2009 at 10:18 pm

Justin You Rock !

I really look up to you, I really can relate with your opening story. I started out all over the place , on everybody’s list, trying to buy everybody’s product …….. I didn’t make any money.

One day I picked one thing just like you said , and I haven’t look back sense!

Keep it Up !

Kelly Cole


Justin Brooke February 16, 2009 at 12:20 am

If anyone else is having problems signing up to please describe the problem in as much detail as you can. So far it looks like rare cases as a dozens have gotten through just fine.


Ed Penner June 22, 2009 at 9:31 pm

I also am unable to log in. It does not recognize my user name or password.


Ginty February 16, 2009 at 2:09 am

I gotta say the deleting thing is the best advice you’ll get. I started noting who’s material I’m acting on. If a marketer is not stirring you up and catching your interest then give em the elbow. Focus on taking steps as instructed. In November I could only email and now I’m on page 1 of google for my search terms, because I’m focussing. The right software for the job, (I’m learning how to build blogs) the right coach and you cannot be stopped. I’ll be deleting loads more marketers this week you won’t be one of them.. love your demographic by the way. Keep shooting from the hip Justin!


Normal Joe February 16, 2009 at 6:21 am

You hit it dead on J Boogie! You know where I’m at with this man, I am always pruning my “mentor” list. I try not to get on too many lists, and try not to spread myself too thin with the skills I’m learning at any particular time.

The thing I realize is….not chasing after everything is boring for most, know why? Because it means they actually have to put in work to make something happen.

As you know, many are searching for that magic button and no matter how many people tell them to chill and pick something to work at, it falls off like water off a ducks back.

Everyone has to have their own “moment” when they realize “man, this crap is stupid…I need to focus and quit being so scatter brained”

Anyway, good stuff boogie man!


Alfonso February 16, 2009 at 7:31 am

Thank you Chaunna and Justin!

I tried to sign up with Google Chrome and it didn’t work, it took me back to the same page forever. But then I tried with Firefox and now I’m in! The card processor reports a total of $29 in the “total” column, but I was charged only $1 in my credit card. .


Johnny February 16, 2009 at 7:41 am


Thanks for the post! Very interesting. You’re an inspiration and I appreciate what you’re doing!

Thanks again,



Paul February 16, 2009 at 7:49 am

Man…what a post! Your thoughts are pretty darn close to what I’ve been saying to myself for the past 6 months or so. I will start trimming down my guru subscribe list and only keep 2 maybe 3. Noooo Delete key for “Justin Brooke”.


Carolyn February 16, 2009 at 8:40 am

Yeah, that’s what I’m in the process of doing-deleting and unsubscribing from a lot of lists. Great post, I have to print this one out.


Web Host February 16, 2009 at 8:49 am

Thanks Justin. This is very helpful information and I think tells me what I’m doing wrong. Now I just need to decide which program to stick with and become an expert.



Leslie Zengler February 16, 2009 at 10:39 am

Man you hit it right on the head. I love this post and I’m starting to unsubscribe from guru’s lists right now. I’ll be taking you up on your offer for your membership site. Go mafia…I’m sick of struggling and being disappointed in myself. Lead the way


Madhu February 16, 2009 at 11:45 am


I am not able to signup…everytime I hit the continue button…am back on the same signup page.
Again, I enter the verification text …and hit continue….. :-( ( am on the same page.

I am using FireFox 3.0

Any help would be appreciated.


Aidan James February 16, 2009 at 3:42 pm

My inbox is taking waaay too long to get through these days and its often the same program being pushed by all the gurus at once so yeah… unsubscribing a bundle now

Love your work btw – thanks


Jay Leishman February 16, 2009 at 8:23 pm

Dude your stuff is always worth a read. Love your list. I too see how Russell helped you. And I also remember when the light went on in Boise! Thanks dude.


Linda February 16, 2009 at 9:55 pm

Hi Justin,
You message is right on time. I am doing really great at the failure model…but I definitely see the light…Thank for you honesty about how you failed in the beginning. I don’t feel so alone in this complicated internet marketing arena. I will also will print & put this information on my wall so that I will stay focused.
Thanks Justin!


David Jessee February 16, 2009 at 10:25 pm

I cannot sign up either – left a comment yesterday, but didn’t show up. I don’t know if your sign-up form just doesn’t like Firefox or Safari, but I cannot sign-up. What happens is that I fill in everything except for the coupon code, hit “Continue” and then it just keeps me on the same page. Any other options?


Rachel Webb February 18, 2009 at 7:13 am


I am having the same problem when trying to sign up for Sightfling Mafia as David Jesee and Madhu above. I’m using Firefox. Guess I’ll give it a go with IE. (ick!)


Ray February 18, 2009 at 9:52 am

Hey Justin, I agree, most people get sidetracked, going from this to that. When exactly if you don’t say focused you will never get anywhere. I liked the story that Russell told, throw a bunch of gold in the river and buy all the shovels and yell out there is gold in the river. That is supply and demand that you created. This is what Andre Champeron does in Affliate Bully, he sells a lot of tools that people need and want. I think the surveymonkey is a good idea. Where did Russell Sell his potato gun from a survey. You have to stay 100 percent focused on whatever you goal his,

Kudos to you,


RoseMarie February 23, 2009 at 2:15 am

I am also having trouble signing up to Sightfling Mafia – after pressing ‘continue’ I am not directed to a payment screen.


Rick Hollywood Rack February 25, 2009 at 4:56 am

Another great post from Justin. Boiling down what is important and keeping on track.


Second Chance Letters February 25, 2009 at 7:02 am

It is so easy to flit from one thing to the next and not stay focused. At least while wandering around I am getting some back links to my web sites. Good Article Justin.


Net10 free airtime March 2, 2009 at 6:43 am

Great post. keeping my focus to a couple of areas is tough. I love to learn new stuff and I want to be and affiliate marketer, website flipper, etc. Only so much time and the more I try to learn the less work I do.


Leave a Comment

{ 2 trackbacks }