The Iceberg Effect by Dean Holland, Book Summary

Introduction: The Iceberg Effect by Dean Holland

Are you an affiliate marketer? And if yes, is it a viable revenue stream for you? As a small business owner, you know that it's important to have more than one source of income. In fact, I read somewhere a while ago, that the magic number is seven streams of income. I'm an Amazon Affiliate marketer. I don't make a lot of money from it because I place in the ‘book space,' and the commission that Amazon pays is negligible. Therefore, I cannot honestly call it a revenue stream.

I got The Iceberg Effect because of an Instagram ad. The book is free, but you had to pay for shipping and handling. I attended Dean Holland's webinar, but I wasn't impressed. Here's where I'm coming from. One person comes up with an idea and everyone jumps on the bandwagon. I'm so tired of webinar hosts parading a bunch of successful people who follow the so-called system they want you to buy. I decided to read the book, The Iceberg Effect by Dean Holland to see if there were sections of the book that resonated with me.

What Is the Iceberg Effect by Dean Holland About?

When you see an iceberg, you see just the of it. However, there is a much larger mass of ice under the surface that is unseen. Therein lies the problem. People don't see as much as they need to, they're unaware of many things, which may lead to shortsightedness. You have to delve deeper, so you know more than what meets the eyes.

Definition of Affiliate Marketing

“Affiliate marketing is promoting other businesses' products and services to receive compensation (commission) for sales you generate.“

Content: The Iceberg Effect by Dean Holland

Success is a mindset. A growth mindset determines the actions you'll take in life. Take responsibility for your life and actions. Attitude is everything and it's important to have a morning routine. In the mornings, I read my Bible and I meditate for 15 minutes before I start my day. What's your routine in the mornings?

Have you read?

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5 Whys: Root Cause Analysis

Why do you do what you do? Why do you want to become an internet marketer? To get to the real reason, you need to ask yourself ‘Why' five times. Coincidentally, I read the book, Root Cause — Using the 5 Whys, a couple of days ago. The book was short and sweet. Although Dean Holland spent a couple of pages demonstrating the five whys, I'm going to include what I learned from the book I read a couple of days ago.

Taiichi Ohno developed the 5 Whys. This is a great tool for problem solving to get to the root cause. You repeat ‘Why' five times to every matter. The first why often involves a person who makes a mistake. Holland mentions in his book the importance of taking responsibility for your life and actions.

3 Common Mistakes When Doing Root Cause

1. Don't get to root cause.
2. Blame others for what happened.
3. Jump from problem to solution before exploration.

Find where the problem occurs. That's the point of cause. Ask why five times to get to the root cause. And it's important that you focus only on what you can control. No finger pointing. Do something now to solve the problem. When you identify the root cause, generate ideas to eliminate it. What can you do today to the counter the gap between where you want to be and where you are today. This technique has many uses. Not just the way Holland uses it.

The Iceberg Effect: 4 Core Areas of Focus

1. Traffic: Need to have traffic to have a viable business. I found it interesting how Holland broke down traffic into:
   1. Traffic you control.
   2. What you don't control.
   3. Traffic you own.
2. Capture: You need to build a database of contacts from the traffic your generate. Building an email list is essential to operating a successful business.
3. Follow-up: You have to keep in touch with the people on your list. I made this mistake and am now trying to correct it. The people on your list have problems that what you offer could solve.
4. Sales System: Make offers to your audience. If you're offering other people's products and services, make sure you're selective in choosing what to offer.

3 Phases to 7 Figures

1. Connector: Leverage other people's business products and receive a commission. Know and understand the four core areas of focus.
2. Creator: Sell your own products and services. Master the sales system, using the knowledge and skills you mastered.
3. Commander: Have a business that can operate 2/7 without your presence.

3 Ways to Grow Your Business

1. Get More Customers: The more customers you have the more sales you'll make.
2. Sell More Products: I learned about suggestion selling when I worked for the Bay years ago. If someone bought a remote control toy car, you were expected if they needed batteries to go with it. These days, it's all about upsells. I'm not sure if I'm the only one who finds them annoying.
3. Get Your Customers to Buy from You More Often: To get repeats sales, you have to place a lot of emphasis on user-experience.

5 Stages of the Ultimate Sales Funnel

1. Lead Capture
2. Customer Acquisition
3. Value Maximization
4. Recurring Revenue
5. Premium Products

Lead Capture: Capture and build an email list. Offer something valuable in exchange for contact detail.

Customer Acquisition: Convert leads into paying customers. Usually with a low-priced product.

Value Maximization: This is about upselling to maximize sales.

Recurring Revenue: This is continuity income. A good example is a membership site.

Premium Products: Offer a premium-priced product. Get others to sell this product for you.

Final Thoughts: The Iceberg Effect by Dean Holland

You'll find some good information in The Iceberg Effect by Dean Holland. There are specific pieces of information that I plan to apply. However, I do have an issue when too many people are harping about the same thing. And when experts try to convince you to something because ‘celebrities' are doing it.

Next Steps

Wondering what to do next, you can do all of:

1. Buy my new book, Leadership Reading: Spilling the Tea on How Top Leaders Read

2. Buy and Read The Iceberg Effect by Dean Holland

3. Subscribe to my YouTube Channel

4. Join the Art of Learning Membership Site

5. Download Unlock Your Genius Power Reading Tips Sheet

6. Buy me a cup of coffee!

If you want access to my Bookish Notes, please consider joining my membership site, the Art of Learning.

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