Welcome To The Raine Report
"The starting point of all achievement is desire." - Napoleon Hill
It seems spring has finally sprung here in the UK, and I am sat outside in my
garden writing this newsletter, I still have a coat on mind, it's not that warm,
but that little dose of sunshine always seems give me that inspiration to
actually go and do some work.
Winter for me is the planning season, I come up with my ideas then and really
start to execute when it gets a little brighter.
And this is the perfect time for you to start building a new business. Which
brings me on to your questions...
Over the last month I have received a ton of feedback from you all (and nearly
all of it was positive ;) so thank you. I feel like I am on the right track with The
Raine Report and giving you the information you need.
There was however a common theme to a lot of the messages I received and
If you had to start from scratch, what would you do?
And I have been asked the very same question hundreds of times over the
years. But I still remember the very first time I was asked it and that was just
over fifteen years ago, I was having a small party at the Villa I had in the
I had invited a few of my friends and a couple of people who worked for me for
ten days of fun, sun, celebrating, and scheming.
It was a monumental moment for me, not only had we all just collectively
survived the Y2K bug, and could now consume the stockpile of food and drink
we had put aside, but it was the first time in my life that I had one million
pounds in cold hard cash in the bank.
I was proud of myself, and to be fair, slightly smug. I was the first of my friends
to ever have this kind of money, and although I learned my lessons of excess
from previous years I thought a party would be a good idea.
It was the second or third night into the holiday and Cara, a friend of my wifes,
had asked me that very same question and it got me thinking, it started a train
of thought that would really occupy me for several years trying to nail down
the perfect answer. The question still surfaces in my thoughts almost every
You see, the very first time I was asked that question I didn't really have an
answer to give. I always had great self belief in the fact that I could always
make money, I just didn't know how.
I didn't have a system.
Now I don't necessarily believe you have to have a system, a lot of the
businesses I have started throughout my life have been opportunistic in
nature. I saw a gap, I exploited it, I made money.
But often there was a common theme. A technique I used over and over
again, and over the years I have refined this process and used it to build
numerous successful businesses.
In this newsletter I am going to outline that system. The system that you can
use to scientifically create a business, to take the risk out of making decisions,
and with a bit of hard work thrown in, start you on the same path I took all
those years ago.
Starting From Scratch: The Overachiever System
Today knowledge has power. It controls access to opportunity
and advancement. - Peter Drucker
If you only get one thing out of any of my newsletters ever, then the system I
am going to teach you today should be it.
Seriously, everything else I will ever teach you will only aid you in creating
more wealth from the very specific methods that I will share with you over
the next thirty or so pages.
In this article I am going to show you how to build a highly successful business
from scratch, I am going to take 95% of all the risk away, and if you follow the
steps to the letter then you are going to make a bucket load of cash to boot.
It's Not About The Niche
The way you have been taught to build a business up until now is flawed. The
premise most marketers teach usually goes along the lines of Come up with
niche ideas, find out what people want, create or source a product.
This in principle is great. But personally I actually quite like being rich, and I
certainly dont like taking a gamble unless I know the odds are stacked in my
favour, or I have had copious quantities of Vodka and are betting binary
options at 2AM which believe me is not the time or mindset to be in for taking
a punt ;)
What I am going to teach you today is a completely dierent way to look at
niches and markets, it is a strategy I call The Overachiever System.
I came up with the beginnings of this strategy in the fall of 2002 when I was
trying to pay o a $400k debt, I had absolutely nothing to my name but I had
an idea, and that idea - the very one I am going to teach you today - ended up
with the sale of a bunch of sites in 2006 for 2.4M Euros which was roughly 3M
USD at the time.
I have taught this full strategy before at just four bootcamps where I spend a
long weekend actually building a brand new business from scratch with no
more than twenty other participants.
I have also refined this strategy numerous times over the years, each time
making the system more accurate, more profitable, and less risky, and the
tools available to you these days are immensely more powerful - and more
importantly the data you can collect and use is infinitely more plentiful and
The Overachiever System
The core of The Overachiever System is quite simple and I will outline it in the
'Find something that is selling well, preferably digital, a product which is
profitable, and can be duplicated quickly and cheaply, then model it.
I know some of you will read that statement and will be saying to yourself
What, you mean we just rip o other people's hard work? I am not doing that.
Well my friend, if that was you then I am afraid that in all probability you will
go to your grave somewhat morally happy with yourself but non-the-less poor,
whereas the people who read that and embraced the idea will be significantly
wealthier and more than likely the ones who are hiring you to clean their
You see, ideas are worthless. I have dozens of them a day, but ideas don't
necessarily translate to profit. Ideas require research and planning,
development, marketing, and testing, and all those things take time away from
enjoying your life and spending your money.
In fact there are very rarely any new ideas at all, just variations on existing
ones, but why vary if you can take something that is working, and do the same
True, it is unlikely that you are going to change the world and become a
billionaire using this method, but I think most people would be happy making
a couple of million dollars a year without all that fuss, and when you have a
bunch of cash in the bank you can use that to build a business that will change
the world if you like.
Ok, you may be sitting on the fence here, but let me work on you a little.
There is a famous quote which has now escaped me but it goes along the lines
If you want to be wealthy then you need to model what wealthy people do.
I have probably bastardised that quite a bit, but you get the gist.
I am not teaching you to be a douche, I am showing you that the best way to
make money is to go where the money is.
If you have done any kind of niche research in the past you will have had to
have spent a considerable amount of time coming up with ideas. You may
have browsed through magazines, Amazon, question and answer sites etc.
Yes, these are still valid methods, but why not just look for products that are
selling consistently, month after month, and go do that?
The Overachiever System I am going to show you is a scientific approach to
taking apart any online business, to uncover their sales and marketing
methods, where they advertise, their entire funnel, then model that and look
for ways to make it better.
If you take just one day this weekend, lock yourself in without any distractions
and work through the processes I am going to share with you, then at the end
of that day you will have a bunch of highly profitable niches to pick from, and
you will have taken the most important step on the road to being rich.
A Tip Of The Hat And A Look Back In Internet Marketing History
In 2004/5 Ed Dale & Frank Kern launched a system called Underachievers. It
was a genius method of testing niches to see if the audience would buy a
This was the time of 5c clicks on AdWords, and what you would do is put up a
simple page asking people what is the number one problem they are having in
their specific niche, and tell them that by answering the question they would
get a free copy of a eBook when it was released.
You would then use the list of questions to create the product if enough people
It was simple but eective, and in those days of cheap clicks it was a great way
of understanding demand in a market.
Today however this method is unusable due to the high cost per click on
AdWords, but it was the simplicity of that process that inspired me to keep
developing my method which later became The Overachiever System.
The Big Picture
Before we begin the process let me show you what the end result of The
Overachiever System is going to produce. I did this research last night on the
first niche I uncovered. I have never investigated this product before but I
wanted an example to show you.
You can download a much higher resolution image below which gives you all
the nitty gritty.
Download The High Resolution MindMap
As you can see the product is a diabetes eBook which is on sale in ClickBank
and has been around since January. It has received a ton of visitors over that
time (1.9M of them) with most of them coming from referrals, which generally
means paid ads.
The main sales pitch is an ber long video with a click-away direct oer sales
page giving you the chance to buy the product at $27 instead of $37.
If you go and buy the product there are also a couple of up-sells and down-
sells to other eBooks related to (and not so related) to diabetes.
The actual main product is 121 pages long of spurious pseudo science bullshit,
mixed in with a good pinch of complete bunkum.
But that doesnt matter for the purpose of explaining the research process.
So lets get started
The Getting Of Ideas
So like I said, instead if dreaming up niche products let's go and find products
that already sell.
If you are just starting down this path then the first places you need to be
looking at are product marketplaces such as:
There are tens of thousands of products on these marketplaces and the
majority of their products are digital. This is the key, we dont want to have to
start buying stock and shipping it out.
We are looking for instantly downloadable products.
Now to get started you are just going to pick a selection of products from
ClickBank that you can use to practise your research skills on, at the end of
this section I am going to share another method I use to find niches to
In ClickBank's marketplace products are ranked by several filters, one is
popularity, another is gravity.
Gravity is ClickBank's own algorithm which is mostly weighted to the number
of distinct aliates who have sold that specific in the last 12 weeks combined
with some click through formulae. They don't publish this because they don't
want people to game the system, but it is flawed.
You need to look at popularity, this is more of a measure of how much trac is
flowing to this product, and for this part of the operation this is what we really
Don't take more that half an hour or so on this, I am just using these as
examples to get you used to doing quick niche research.
Using SimilarWeb To Get A Top Level View
The first tool we are going to use for research purposes is SimilarWeb, you can
get to it at the link below:
Simply plug in the domain name and you will get the following information:
Now there is a lot of key information here which you need to evaluate, and I
find that this site generally has the most accurate information of all the sites
that I am going to be showing you.
The first figure we need to be looking at is the trac numbers. If it doesn't
come back with any results then there is a good chance that this site really
doesn't get much trac.
A lot of the other sites I am going to show you will report that there is no
trac, whereas SimilarWeb may report 40k visits a month. On all of the sites
that I own I generally find that these numbers are closer to reality than any
So our niche site is pulling in a lot of trac which has been ramping up
steadily and is currently at 1.9M visits a month.
This is a huge number and also a little worrying.
In my experience I have found that going after markets that already have huge
trac can be more hard work because the people behind the business are
already putting in a LOT of work to make this product a success, but don't let
that put you o just yet, we need to do some more research.
Page Views, Time On Site, And Bounce Rate
The next numbers I want to explain are Page Views, Time On Site, and Bounce
Normally when you are looking at your Google Analytics stats then these are
key metrics, you obviously want people to hang around and view your
content. But in this process these numbers are not quite as important.
Page Views are 1.62 which means that the visitor on average sees more than
one page. This could be the sales letter and the order form, as the click-away
does not actually load a page it just swaps out the content. It could be that
people hit the homepage and they get redirected to the video (I don't know
accurately how SimilarWeb counts redirects), or it could be that they click on
any of the privacy / about us links at the bottom of the page.
The bounce rates for the page are typical of this (or most) type of site so
nothing to be really concerned about here, but the one number that does
interest me a little is the time on site which is being measured at 1.08, which
when you consider the length of the video (over 10 minutes) is quite short.
Remember though these are only average numbers and you only ever expect a
few percent of people to watch the whole video and choose to click on the buy
now button which appear near the end.
For this strategy this is a crucial section of the SimilarWeb information.
Direct trac gets 25.54%, referral trac gets 60.19%, and search gets 2.09%
Let's first look at search trac.
You will find in your research that a lot of sites have a much higher search
volume, which can either be a very good sign or a very bad sign. Let me
SimilarWeb splits search trac into two sections, organic and paid search.
Take a look:
So we have 2.09% search trac, but 90.89% of that comes from organic and a
tiny 9.11% from paid search. So we can see that Google Paid trac isn't how
they are getting their visitors.
But let's look at another scenario. Imagine a site that got 60% of all its trac
from search and the split was similar. This would mean that most of its trac
came from organic search.
This is a bad thing.
This means that people are finding the site through organic listings and this
means the owner has done a shit pile of SEO to get a bunch of pages indexed
in the search.
Now let's look at referring trac.
The Overachiever System Rules: Paid Trac Is The Only Way To Go
The system I am going to show you is all about modelling a site, modelling
its trac sources, and finding additional streams of trac to grow and
expand your business. SEO is not something we are able to duplicate
quickly, so if a site has a high amount of trac coming to it from organic
search then write it o straight away.
The golden rule when looking at a sites trac source is if it gets more
than 25% of all its trac from organic sources then ditch it.
Referring trac makes up the majority of the trac to diabetesfree.org and
this is a good indicator that the owner is using various paid trac sources, but
unfortunately SimilarWeb does not give us a lot of valuable information.
A lot of the sites that are shown here are just redirection services or tracking
sites, and I will show you how to uncover some more valuable information in
the next section. But you can see that the number one destination after
people have visited the site is Clickbank's payment page.
Let's have a look now at the sites social media trac.
Social media visits also make up 8.04% of all trac numbers to the site. This is
fairly low, so it is a good indicator that they are not using this to drive trac.
We don't want to model any site that is getting more than 25% of their trac
from social media as this can't be replicated in any short order.
In a lot of niches which you find outside of any aliate networks (we will get
to that later) you will see that a lot higher percentage of their trac comes
from display advertising.
In The Overachiever System the higher the number, the better. This is
something we can replicate easily and if they are consistently buying trac on
various display networks then their business model is working for them.
Looking closely at diabetesfree.org's display trac though reveals that they are
buying trac from exoclick and tracjunky, which provide ads for a lot of
generic sites but you will also see that this advertiser has targeted a lot of porn
This may be working for them or they may still be refining the process. (this
may also be skewing their demographics which we will look at later).
We can also see in the screenshot below what their ads look like:
Domain Intelligence And Trading Age
When taking the initial look at the SimilarWeb data I like to see if the site has
been trading for at least six months. Looking at the graph you can see that is
not the case:
It has been actively trading since January so is coming up to five months now,
and this was probably a planned launch because January is one of the best
times to make sales for this kind of product.
The Overachiever System Rules: Trading Age
If a site hasn't been actively paying for trac for more than six months or
has been in business for more than five years I would probably not touch it.
If we also take a look at the domain age by going to whois.net you can see that
it was registered with GoDaddy on the 11/11/13.
This is a close call because the trac is growing steadily so I might put this in a
possible list and re-evaluate later based on the other data we collect.
If it only had a couple of months trac then I would have thrown it away
Let's also take a look at the rest of the domain data.
We can see that the domain is also protected by a proxy service so we cannot
find out who owns it. We can see that it is registered with GoDaddy, but the
next thing I generally look at is seeing what other websites are also hosted on
the same IP address.
Often this can give you other niche ideas and help to understand how the
I am taking a quick look with this tool:
Taking a quick look at these sites shows one that may be connected which is
mywinlife.com but let's have another look using another tool:
Now this is a paid tool so only shows a couple of domains but it does give you
a count of the other domains also on that IP address for free:
Now that's a bigger number, 449 other domains hosted on that IP address, so
it looks like a shared hosting service or a cloud based hosting service, so
finding the other domains and investigating would be useless.
So that was our first cursory look at the site using SimilarWeb.
Once I have done this basic research I generally make a quick judgement call
as to whether I should carry on researching the niche any further. If the trac
is low or any of the trac metrics dont fit the rules then move on to the next
niche, if they only have a couple of months trac under their belt then the
same is true.
The key here is letting them make the mistakes first and spend money on
testing dierent advertising platforms etc.
Using Follow.net To Gather More Intelligence
Follow.net is a great one stop intelligence site that combines a lot of data from
a range of other sites. There is a paid option which gives you access to more
information (although not all) and if you can aord the $37 a month then this
is a valuable tool to have in your arsenal.
The paid version also lets you track a lot of sites over time and watch out for
news, changes in metrics, and other information. I usually keep my top ten
ideas in here and study them before making a decision.
But you can get a real good overview and follow up to five sites for free.
I always take a quick glance at the trac, but for a lot of aliate oers in
ClickBank etc you may not see much data here. Use SimilarWeb to estimate
Next I start to delve into the advertising trac.
Follow.net has a section which shows the PPC ads. Most sites generally have
some kind of search marketing data provided but we know that
diabetesfree.org or its aliates hardly pay for trac on Google because there
is no data here.
Here is an example of the kind of data that gets provided if they do.
As you can see it shows you the average CPC, average position, search volume,
and how long the ad has been showing as well as the text of the ads being
Next we are on to display ads.
Mediators: These are either ad networks, ad exchanges, aliate networks, or
Placements: These are individual locations that any ad for this site has been
Campaigns: The number of specific campaigns that can be identified. I am
not sure how they work this out or whether it is accurate, I tend to think this is
not the case.
Ads: The number of unique ads that have been identified.
Impressions: The number of impressions that the ads have had. I also think
this is inaccurate and should only be used as a yard stick.
This information has been provided by AdClarity and there are several similar
providers and they all provide dierent data.
Then we get information about what ads are being shown on the Google
Content Network. As you can see from the screenshot below, it looks like one
quick test was done the 10th April but that is it. They are not using this
network to generate their trac.
Now let's look at the mediators.
Like I said above these are either ad networks, ad exchanges, aliate
networks, or tracking systems.
And these are the top networks.
Now none of this data is terribly accurate, we know that they got 1.9 million
visitors in the last 30 days and a lot of that came from referrals (i.e. aliates),
but those referrals were either through sites which had a lot of trac or more
probably from paid advertising.
The top three placements from adclarity appear to be on porn sites and that
will be where the exoclick trac is being sent through. But AdBeat shows the
top four content sites where ads are are consistently being shown.
We can see that chacha.com has been showing ads all the way from the 8th
February until the present day, and if we quickly check out that site and
browse through a couple of articles you will see that they are showing ads from
the AdBlaze network and AdChoices, as well as sponsored posts.
Looking at any of the content on naturalnews.com you will see that their pages
are also packed full of ads which are either sold direct or are placements from
one of the networks.
Follow.net also brings back a bunch of the ads that are running on the
dierent sites, and also the various text ads that appear on the dierent
networks. We will be using this information in the next phase of our process.
If you have not yet gone and got the follow.net page up and had a look at what
data comes back, or had a look at SimilarWeb, then please take the time to do
so. Once you have had a look at what I have shown you so far you will get a
better idea and feel for the information.
The key thing we are trying to understand is where the trac is coming from,
how long have they been consistently advertising, what is working best, and
most important of all - making sure that there trac is paid and is not just an
aliate with an existing high trac site sending clicks through which we
would not be able to replicate.
Gathering Other Intelligence
You will see that follow.net has a list of four top landing pages. These are all
going to the same page but have dierent aliates (?hop=)
Let's type these into Google and see what else they promote.
Interesting! We have the following being promoted by the aliate with the
hop id 91862:
Several of these seem to be owned by the same entity, and they certainly all
have a similar style, especially when you look at the click-away and other
pages on the site. Go and check them out.
But what really interests me is what you get back when you plug both of the
diabetes sites into SimilarWeb. Both these have verified data which is great
news, but have you spotted what is really interesting?
Wrapping Up Part I Of The Overachiever System
This system is a three pronged approach. The first is finding the niches that
deliver digital products and have had consistent advertising for at least six
The diabetesfree.org site doesnt at this time meet that criteria so I would
probably at this point move on to another niche. There is no point in going to
phase II of The Overachiever System, putting all the work in, only to discover
that they have been paying out a bunch of money on advertising tests and
none of them barely break even let alone make a profit.
Let them do the tests, let them find the sites, ads, networks that work and risk
their dime - then we will duplicate it.
By the time next months newsletter is out you should have at least ten ideas to
take forward to the next stage and what I am going to show you then is exactly
how I finally validate a niche, the extra research I do, and how I move forward
with some paid tests before starting phase III and building the business.
Other Methods I Use ToUncover Profitable Niches
I spend a lot of time browsing the web, and not just for content I am actually
interested in. I am browsing for adverts.
You see a lot of the really great niches will never be uncovered on networks
such as ClickBank etc. The owners want to keep all the money for
themselves... and who would blame them.
To find these I browse random general interest content sites. I might start my
journey on a site like cracked.com or nationalenquirer.com and follow some
articles looking at the adverts that show up.
Remember though, you are looking for information sites and not physical
products. Just go and find content sites outside of your normal browsing
habits and look out for the ads.
If you are not in the USA though you will need to go through a US proxy
otherwise you will only get country specific ads, and for this purpose we are
looking at big markets initially.
You can look at ads in your country though and see if they would translate to
In this months Raine Report Gold I share one key site that I use to generate
huge lists of million dollar niche ideas.
This information is worth tens of thousands of dollars and I will show you
how in just a couple of hours of research you can easily build a list of a
hundred or more million dollar a month niches.
I use this site on a daily basis for research and over the last month alone
have gathered nearly 700 high value niche ideas.
Seriously guys, this is killer information I have never ever revealed
anywhere and will only be sharing at a bootcamp session in the future.
Upgrade today to Raine Report Gold to get exclusive access to this wealth
Multi-Step Checkout Split Test
Let's just say I was testing the bounds of reality. I was curious to see what
would happen. That's all it was: curiosity. - Jim Morrison
I ran a test recently to see if I could increase the click-thru rate and overall
conversions on a shopping cart, and as you should always be doing, I only test
small incremental changes each time to ensure that I know which test had a
positive or negative eect.
This time round I wanted to see the eect of having diering text on the call to
action button, and specifically I wanted to see if a less strong call to action had
an increase or decrease on orders.
In the majority of my previous testing Ive found that telling the customer
exactly what to do has had a more beneficial result, but on this particular site
the checkout was a multi-step process, so I wanted to see if a more friendly call
to action would have a better response.
Here are the original buttons on page 1 and page 2 of the checkout process:
And here are the variation buttons for page 1 and page 2 of the checkout:
As you can see, the text on the originals was a stronger call to action, using
words to tell the user to Checkout Now and then Complete Checkout,
whereas the variations we tested were less strong, prompting the customer to
take the next step.
The results were very surprising to me, with the less strong variations of Next
and Next Steps outperforming the originals by 186.4%
This one little tweak nearly doubled my conversion rate, so it was well worth
the 15 minutes it took to set up the split test!
As I said at the start of this article, we normally get better results with a more
direct call to action, but in this case where the checkout was a multi-step
process I think that not reminding the customer that they are about to part
with their cash (as Checkout definitely conjures up images of money leaving
wallets) resulted in the uptick in click-thru and conversions.
Stand Out Domains
If you don't get noticed, you don't have anything. You just have to
be noticed, but the art is in getting noticed naturally, without
screaming or without tricks. - Leo Burnett
When it comes to domains I only usually buy .com addresses, as they continue
to be the daddy of TLD's (top level domains) giving you better trust and
However, something happened the other day that made me really sit up, and it
was all to do with a domain that I totally didn't expect that stood out and
grabbed my attention instantly - and grabbing my attention is hard.
I've been at this online business lark for such a long time, and I've seen every
trick in the book. So, quite frankly, making me sit up and take notice is about
as rare as rocking horse shit.
Here's what happened to make me stop in my tracks...
I was trying to find a help guide I found useful a couple of years ago for a
friend of mine who had just set up an InfusionSoft account (which is one of
our key business tools).
So I loaded up Google, typed in 'infusionsoft campaign builder tips', and then
from the results one site immediately leapt out at me...
Even though the result was in the #5 position it was the first one I spotted.
I dont think its because it was literally an exact match for my search, but
rather because it had .tips which is one of the new TLDs that are being rolled
out on an almost daily basis.
And heres the thing, if its making me pay attention, then its definitely making
others pay attention as well.
Now the site that this link goes to doesnt give me any tips at all, its actually a
video landing page which auto-plays a video to try and get an opt-in. I clicked
away o this site within 5 seconds, because I was looking for tips, not to be
But I see a killer opportunity here...
On target new TLDs could see a new boom and a new gold rush. The exact
match domains for many competitive keywords are available, and if you use
them in the right way then you could see yourself grabbing a ton of on-target
trac for you to benefit from.
What do I mean by use them in the right way ?
Well, for starters, if I were to utilise a .tips domain then the content I put on the
.tips domain will be helpful and free. Then on the back of that free content Ill
be trying to get an opt-in to a targeted list, and then upsell a relevant product
to that person.
Think about it... If someone is searching for tips on a specific product, then
theyre looking for help. If you provide them with good help and solve their
short-term issue with your free content, then youve built a bit of trust and
You also know from their visit that they actively use that product, and that they
want more information on that product. So, you give them a decent reason to
opt-in to your list, perhaps oering more advanced advice and tips, and then
theyre in your sales funnel for you to promote your products (and other
aliate products) to.
You know that every person on that list is 100% targeted to a specific product,
so anything you promote to them will be on-target, which massively increases
your chances of conversion.
Youre basically promoting products and services to the right people.
The .tips domain is one of thousands of new relevant domains, so there are
potentials out there for any possibility you have in mind.
Go forth and dominate!
What I Am Reading Right Now
Bold: How to Go Big, Create Wealth and
Impact the World - Peter Diamandis and
A bold title indeed, and definitely a common
theme for the books that I am currently
reading at the moment.
In their previous book, Abundance: The
Future Is Better Than You Think, Diamandis
and Kotler discussed how advancing
technologies are making it possible to solve
problems that have long plagued humanity,
such as disease, hunger, and shortages of energy.
This book takes that thought process further and discusses the big picture
technologies that are going to have a major impact on humanity in the coming
years, like artificial intelligence, robotics, bio-hacking, and 3D Printing.
It is a pretty broad reaching book and the best content really is in the first part,
and if you just want to understand the major technologies that will become
billion dollar businesses in the next couple of years and are a little short on
time then I would just read up until chapter 8.
In Memory Of Sylvie Fortin