Subversion Summit Essentials:
How to Achieve Market Domination without the Big 5
I believe the subversive traffic summit I held back in April was the most important traffic event I’ve ever put together.
Because it confronted, sledgehammer-like, the single greatest traffic danger facing entrepreneurs...
YOU are one mouse-click away from the Big 5 (Google, Facebook, Amazon, TikTok or Apple) killing your traffic and your business dead.
This is true of 99% of businesses, even in our hard-scrabble entrepreneurial milieu.
You MUST be able to generate traffic, leads and sales that do not come from The Big Five.
At my Alternative Traffic Summit my cadre of traffic wizards and I showed you how.
Now you can get the essential presentations from that rebel traffic summit, PLUS two traffic implementation webinars with ME.
SUFFER ZERO LOSS WHEN THE BIG 5 CANCEL YOU
DOUBLE YOUR TRAFFIC IN 180 DAYS
WITHOUT THE BIG 5
(Facebook, Google, Amazon, Apple, TikTok)
OR GET 100% OF YOUR MONEY BACK1
Dear Online Marketing Professional:
A vast traffic universe is available OUTSIDE the Big 5 that “they” have conditioned you to NOT know about. Google, Facebook, Apple, Amazon and TikTok want you to believe the internet begins and ends with them. Not true.
I’m going show you a vast cosmos of traffic, with an equally-stellar guarantee...
-- SUBVERSION ESSENTIALS GUARANTEE --
If you implement the tactics in this course and do not feel that you now have THE map to “Black Swan-proof” your traffic, just ask for your money back within 60 days of your purchase date and you’ll get a cheerful and courteous refund.
Most marketers get 50%-90% of their traffic from ONE source that can shoot ‘em dead with a flick of a switch. Most are one “policy violation” away from missing payroll and losing half their staff.
So I spent the early months of 2022 deep in the swamp of how do you bypass the Big 5 with alternative media channels? I talked to dozens of experts both famous and obscure and my $7000 Subversion Summit in April was the culmination of this “dive to the bottom of the traffic swamp.”
And now, you can get the essentials of that seminar for a fraction of the cost
I present to you my lineup of speakers:
Dr. Robert Epstein: Google is watching you… but who’s watching Google?
I invited a very special guest, Dr. Robert Epstein, to speak at Subversion Summit. Epstein appeared on Joe Rogan recently and discussed how Google’s original quest to “organize the world’s information” has become a quest to slant, harness and bias the world’s information towards their own political and social ends.
He’s an author, professor, and Senior Research Psychologist at American Institute for Behavioral Research and Technology: a non-profit, non-partisan organization that offers data regarding the power of Google and Big Tech to silence dissenting opinions and steer election results.
Most people think that Google is like a library… a repository of neutral information… when in fact it is cleverly engineered to swing undecided voters towards specific candidates and away from others; to shape social and political views; to favor certain companies and industries and “starve out” those on the wrong side of a disagreement.
As far as most people are concerned, if it’s not on Google, it doesn’t exist. Thus no one can make people (or even entire topics) disappear faster than Google.
Through deep involvements in controversial science issues via Evolution 2.0, I can affirm that “the first page of search engine results” strongly shapes public opinion on every topic you can imagine. Whether you’re researching IRS negotiators or Martin Luther King or cryptocurrencies or a local election or a Leukemia diagnosis, Google defines the universe of possibilities.
Dr. Robert Epstein will translate your understanding of this to a whole new level. No one needs a firmer grasp of how the machine is rigged more than professional marketers. This session will bring your picture of the entire internet into sharp focus. This is essential information for your career as an entrepreneur.
Jack Reamer: Shortcuts for More Leads for Any Business
Jack Reamer
Not just one but several of the most important business connections I’ve ever made came from… not referrals, or introductions, or regular marketing, but…
Sending a cold email to a perfect stranger and getting a reply.
Case in point: My Evolution 2.0 prize judge George Church, leading geneticist at Harvard University. Arguably the most influential geneticist alive; Nobel Prize winner Jennifer Doudna who invented CRISPR was his student. That’s merely one example. There have been several.
I have MANY clients who get a large fraction of their clients this way. In some high end businesses this is the most straightforward way to gain traction.
This can be used not only to sell high-end products and services to premium people, for lower priced offers it can in fact be used for list building, while sidestepping any notion of spam.
Jack Reamer is a world class expert and he delivered a power session covering both “needle in haystack” “executive suite” connections as well as more ordinary, higher-volume applications.
Justin Brooke: Email = THE Highest Converting Media on the Internet
Justin Brooke
One of the dirty little secrets of the advertising guru business is: None of the advertising gurus get huge amounts of business from ads. Yes, they supplement their business with paid traffic; most of them get some traffic from Google and Facebook.
But when a guru wants to seriously generate leads… or sell a whole bunch of stuff in a short period of time… what do they do?
A product launch. With affiliates.
What’s that? It’s an email marketing frenzy with a leaderboard and competition which may include giving a brand new Corvette to the biggest winner.
This is because the highest quality traffic available is not from people who are searching for something on the internet, but people who are already deeply engaged in a particular story or activity, and already doing that within a community, in relationship to leaders.
In email, you can get a click for $4.00 that would’ve cost you $40 on Facebook. Yet the person who clicks trusts you 10X more.
How do you access THOSE groups?
Not Facebook or Facebook groups. Not TikTok. Not Google groups.
Email.
Question:
How many people on the internet are reachable via an appropriate email list, at will?
Answer:
ALL of them. Every single person. Without exception.
Such a thing could never be said of Facebook… or even Google!
The one problem is… there’s no central “slot machine” for accessing those lists. TODAY that’s the disadvantage. A YEAR FROM TODAY it’s the chief advantage.
IN EMAIL, NO CORPORATE ENTITY POSSESSES THE POWER TO THROW THE “OFF” SWITCH.
That’s why I have three speakers covering multiple dimensions of…
- Email list rental
- Email “drops”
- Securing Relationships
…While DODGING the smarminess, the incestuous quagmires and quid pro quo of product launches and affiliate networks.
This is not “cold emailing” or spamming. This is accessing warm lists via warm connections to people who have a trusted relationship with an expert, provider or authority.
There are only a handful of media not ruled by huge companies with an iron fist. Email is not owned by anyone; neither are podcasting or radio. The most versatile media BY FAR is email.
Again, I’m NOT talking about spamming (although some attention will also be directed to cold email strategies). I’m talking about buying email drops and purchasing access to audiences via tens of thousands of list owners who have established relationships with real people.
You will discover exactly how to build a stable (“12 horses in the barn”) of email list rental partners who happily cash your check and regularly mail for you, making you impervious to the machinations or bans of Facebook, Google, TikTok, Microsoft, Apple, Amazon or anybody else.
Because…
If you can’t walk away from a negotiation, you’re not negotiating. You’re working out the terms of your enslavement.
This lays a traffic foundation that makes all other traffic sources “optional” – and negotiable – so that from this point forward you are operating out of strength. That alone has a funny way of attracting more traffic to you. It changes the energy of the transaction.
It gets better… for 90% of marketers and businesses, email is the MOST SCALABLE form of media available. It is the tireless work horse that is already known to have the highest conversion rates, giving you the greatest control of your destiny.
That being said, email list rental is “easy to make sound easy” while in reality is difficult to pull off. Email networks are the used car lots of ad buying. It is as easy to blow a ton of cash and get meager results as in any other ad medium.
Justin Brooke has not only mastered this maze, he has organized a lab for myself and some of my Roundtable members who have been executing his strategy step by step. You will be amazed – but more importantly, relieved – to know that no one can shut off your oxygen ever again.
Don Crowther: The Easiest SEO You’ve Ever Seen with the Most Crazy-High Engagement and Conversion Rates
Don Crowther
I don’t talk about SEO much; paid traffic and SEO are as different as South America and Asia. In October I brought Don Crowther to my Roundtable group. He presented the finest SEO strategy you never heard of – works on ALL search engines including Google, MSN… even Yandex.
SEO for most people means contracting with a smarmy SEO firm who buys paid links… from somewhere, nobody’s quite sure where… it’s often the “high margin low effort” service that agencies sell you… and it doesn’t work most of the time.
Don brought something entirely different. What I loved most about it was his “infinite feedback loop” where not only can you get fast results, you can drill DEEP into a niche and thoroughly dominate it, STAR PRINCIPLE style.
And the traffic is free!
One of my best clients hired Don on the spot. You can too – and you can also do it yourself. No voodoo required.
At the Summit, Don unveiled how he…
- Doubled the traffic and tripled the income on an acquired site within 18 months of purchase
- Built 3 sites from 0 to over a quarter of a million visitors per month, without paying a cent in online advertising
- Gathered over 250,000 optins from seo traffic over a 2-year period
Michael Cage: How to Hide in Plain Sight
Michael ran a $70 million golf education business and is one of the smartest marketers I know. Michael shows you a strategy for diversifying your presence on the Internet so that even if they TRY to take you out, they can only take out 1/3 of you.
Darin Spindler: Analog Media Deep Dive with a Serial Entrepreneur’s Serial Entrepreneur
Darin Spindler
Darin is the genius behind “Kids Bowl Free” which targets MILLIONS of soccer moms and sends hundreds of thousands of customers to bowling centers all over the world. Darin also ran a very successful pizza restaurant that boasted record sales in April 2020 pandemic – despite his restaurant not being able to sell alcohol or accept dine-in customers.
Darin has felicity with UNconventional traffic sources. OFFLINE channels like postcards, letters print media and Val-Pak. He will deliver street smart media diversity and show you how to interleave multiple sources together to 2X and 3X conversion rates.
Once every 5 years the post office raises the price of postage by a few cents. That’s a lot better than once every 5 days or weeks. One of the most robust marketing strategies in existence is a direct mail strategy for getting new leads and new prospects because the cost of direct mail does not go up the way bid prices do on digital platforms.
– = SUBVERSION ESSENTIALS GUARANTEE = –
If you implement the tactics in this course and do not feel that you now have THE map to “Black Swan-proof” your traffic, just ask for your money back within 60 days of your purchase date and you’ll get a cheerful and courteous refund.
In 2021, Facebook and Apple started a dogfight over conversion tracking and iOS14.5… nearly every Facebook advertiser in the world got sucked into the tsunami. Clash of titans on a world stage with innocent bystanders going down in a hail of bullets and shrapnel.
This is only the beginning:
6 PREDICTIONS FOR 2023
- The war between Apple and Facebook will not end in a truce. Only insider 3rd party workarounds that 95% of advertisers won’t get access to.
- By 2024 online ad agencies as we know them today will be 50% gone. They will be replaced by a small number of much larger “superagencies” who can assure hotline access to platform authorities.
- There will be a major leak from an employee of the Big Five, revealing a comprehensive, multi-corporation, unified strategy to crush political, financial and ideological dissent.
- On Christmas Day in 2020, Anthony Quinn Warner drove a van loaded with explosives to an AT&T 5G data center in downtown Nashville Tennessee. He blew himself and the building to smithereens. I toured Nashville six month later. Windows blown out and chain-link fences circling shattered buildings. We will witness more incidents of this ilk directed at Big Tech. Sadly, such episodes will not cause ‘cries for help’ (which is what they really are) to be heard, but reinforce Silicon Valley’s conviction that they are the righteous few and insurrections must be put down.
- The Mass Exodus from California to states like Texas, Florida and Idaho will accelerate. Canadian provinces like Alberta have game plans for secession in case the nation divides. This will reinforce splintering because it escalates polarization. This is the fractal pattern that will proliferate across media, culture, geographies, countries and online platforms.
- Cryptocurrencies will NOT deliver the “decentralized” utopia libertarians dream of. No sir. Crypto is the transfer of wealth from Big Government to Big Tech. Coinbase is the new Facebook.
“Sometimes it’s the Guillotine.
Mostly it’s Death by a Thousand Papercuts”
The last couple of years have been dismal for Facebook agencies. A never-ending stream of agency owners have been zipping their clients’ corpses in body bags and dropping their bodies off at the morgue.
David Nadler, founder of Facebook agency Automate And Convert, puts it this way:
You don’t always get your account shut down. Although one client did – because he’s selling something for gut health (irritable bowel syndrome) not approved by the powers that be. They shut him down.
What is most common is they do quiet violence to you. You can’t say this. You can say that. If you cross us, we might ban you – but in the meantime we are going to make it harder and harder and harder to get your message in front of people.
We’re going to shut you down… then turn your account back on. No reason. No apology. Doesn’t matter that you were down for three days and lost $$$$ in sales.
Can you call us?
No.
Can you chat with us?
No.
If you do, you get a 22-year-old that doesn’t speak English.
That’s not a dig. Merely a legitimate frustration point due to lousy communication between both parties.
They give no advice. They take no responsibility.
You keep gutting it out, thinking you have to serve this beast. Ultimately, people wear down. They give up.
If they just give up on Facebook, that’s fine… but real human beings end up giving up on much more than just a platform.
They’re NOT just targeting snake oil salesmen.
One client who sells dog products is a good example. They still get shut down once a month. Always for nothing. Some image triggered an algo. They’ve been consistently spending for years. While their Return On Ad Spend goes down month after month due to ad costs rising, the removal of pixel options, the civil war between Apple and FB and everything else. . . the rules and regulations (another form of cost and ROAS reduction) go up. Up. Up.
PS if you want to go there, Amazon.com shut down Parler right after the election. I’m not a conspiracy theorist (well I am, I just don’t have a “side” anymore) but that example was pretty obvious: the lengths platforms will go to enforce their agenda. They’ll take out the big boys too – and then nothing will stand in their way.
Rob Sieracki – one of the world’s top traffic authorities – reports:
In Google Ads, you can see how many clicks & impressions you have.
In their interface, you can also see what the actual search queries were you appeared on and, of those, which ones got clicked on.
Maybe you haven’t noticed… but if you add up all the clicks that they give you search query data on, or impressions on, it does NOT add up to the total of clicks and impressions in that campaign.
In a typical account, we are down to only getting less than 60% of search query data on clicks. Sometimes on impressions, we’re as low as 10%.
The Big Five are stripping data away from us, one conversion, one pixel, one keyword and ad group at a time. They are robbing you of your ability to fight back.
The Big Four – Google, Facebook, Amazon and Apple – are in bed with Big Government, Big Pharma and Big Finance… wielding incalculable power over our lives. They can CANCEL · BAN · DELETE you or me or anybody else with a single mouse click.
There is nobody you can call, no authority you can appeal to, no case you are allowed to make.
And it’s 2X worse for business owners than for regular Joes.
Remember when Trump got thrown off of Twitter and Facebook? Robert Malone, pioneer of RNA vaccines, got banned from Twitter with 500,000 fans. None of this is new:
The scientific and industrial revolution of modern times represents the next giant step in the mastery over nature… despite its spectacular achievements in science and technology, the twentieth century will probably be seen in retrospect as a century mainly preoccupied with the mastery and manipulation of men.
-Eric Hoffer, The Ordeal of Change, 1952
In the late 1990s… think “Windows 98”… Microsoft was the most feared tech monopoly. They were battling the Department of Justice back when they were a “tiny” $14 billion firm.
Congress did impose a penalty on Microsoft. It was fairly stiff. They appealed and wound up with a lighter sentence around access to Windows. Point being, Congress was upset with them and did something.
In July 2020 Congress held hearings on the BIG 4. (TikTok wasn’t a subject of these hearings.) Much sabre-rattling from Trump and congressmen about how they were going to “get tough” with B4. They “grilled them”… “really hard.”
Bottom line? Nothing.
The Big Four own the government.
Today:
Facebook – $85 billion. Market cap $928 billion.
Google – $181 billion. Market cap $1.888 trillion.
Amazon – $386 billion. Market cap $1.724 trillion.
Apple – $365 billion. Market cap $2.785 trillion.
To put these figures in perspective: All the world’s cryptocurrencies together are valued at $2 trillion. Russia has a GDP of $1.7 trillion. Only two countries – US and China – have a GDP bigger than the $7 trillion war chest of the Big Four.
99.6% of entrepreneurs are woefully unprepared.
I’ve been unable to locate anyone in digital marketing who is having the urgent conversation that must commence. Of the most urgent and pressing problems, no one seriously believes they’re going to go away. And nobody’s really trying to solve them.
If you like eating, meeting payroll, clothing your children and staying self-employed… if you value your FREEDOM… you gotta face the beast.
My client Bill McClure sells coffee. (Not alternative medicine. Not porn. Not books against transgender people. Not Ivermectin. Not IRS negotiation services. Not gay conversion therapy. Not business opportunities. COFFEE.)
One day he woke up and his Google accounts were totally banned. No precedent and no warning.
Why?
It wasn’t because of ANYTHING he was currently doing, but because of an alleged sin committed in his account two years prior.
He tried every way he could think of – including hiring experts and influencers – to “get to” top people at Google, but to no avail.
Sales dropped 50% overnight and stayed there.
The most unfortunate part was that he did not have a recovery plan or even a framework for how to navigate a crisis like this.
He trimmed his expenses to the bone and went to work. A year later when his Google account was suddenly switched on again (for reasons never fully explained) he had built out an extensive alternate root system, including traffic sources he had never heard of before the ban.
What People Are Saying About Perry...
“If you don’t know who Perry Marshall is—unforgivable. Perry’s an honest man in a field rife with charlatans.”
- Dan Kennedy, Author, The Ultimate Marketing Plan
"It pays to study Perry Marshall."
- Frank Kern
“Perry Marshall has something original and extremely useful to say, because he has thought profoundly about the 80/20 Principle. He has come up with some original insights that are literally priceless.”
- Richard Koch, Author, The 80/20 Principle
“Perry Marshall’s teaching on 80/20 was so riveting. It is a gold mine in insight and depth. I am still processing it!”
- Lance Wallnau, President, Lance Learning Group
“Perry Marshall is the Gene Schwartz of the 21st century. Schwartz’s book, Breakthrough Advertising, is every bit as current as the first day it rolled off the press in 1966. Perry’s work is like that.
"Perry has consulted with the best marketers on the planet for over a decade. He combines the attributes of the most calculated engineer with the artistry of a poet. He delivers the deepest dive into the “80/20 Principle” you’ve ever taken, as it applies to copywriting, buying traffic, scaling traffic, dominating markets, and sales conversion.
"80/20 is not a rule of thumb; it’s a law of nature and a way of life. If you are not following Perry’s formula, you are leaving millions on the table.” *
- Brian Kurtz, Executive Vice President, Boardroom Inc.
“Of all the coaches/mentors I’ve had over the last decade+, you’re one of just two who delivered actual results-changing information & workshops. I went from 6-figure to multiple 7-figure results as a result.”
- Jim Rivas
Inertia Income Systems, LLC
Metairie, LA
"This was the kind of information that nobody else in our world is talking about.
"It’s exponential. It’s all about really positioning yourself and making your life easier, while at the same time, having a bigger impact in the world…
I highly encourage you to invest in this, because this’ll totally change your paradigm in ways that nothing else in our market will.”
- Teddy Garcia, Raleigh, North Carolina
Questions
you
had
better
be
prepared
to
answer:
What will you do the day your Facebook account gets banned?
What will you do the day your Google account gets banned?
What will you do the day your email address is “shadowbanned” by leading spam police, and deliverability drops by 65% to 90% overnight?
What will you do the day your YouTube account gets banned?
What will you do the day your TikTok account gets banned?
What will you do the day your Instagram account gets banned?
What will you do the day your Amazon account gets banned?
What will you do the day your Apple or Android phone number gets blocked, shadowbanned or banned outright?
What will you do the day the major online platforms blacklist your website URL?
What will you do the day Paypal / Merchant Account / Bank / Government freeze your money?
And even more importantly….
What will your mindset be? How will your “muscle memory” be pre-programmed to react?
What will your “kneejerk” response to the crisis be?
What “alternate oxygen supply” will be in place?
Who will you call first? Second? Third?
What goodwill is going to be stored up for you when you have to start calling in favors?
Who is ready to go to bat for you?
How much resources are you prepared to commit to weathering “death by 1000 papercuts?” A typical SMALL online player easily spends $10,000 per year fighting the current. Larger companies spend six figures. (In other words the price of these recordings is trivial in comparison to what you are already spending on this NOW.)
Subversion Essentials
Because online advertising and censorship has reached a limit situation – because marketplace censorship is a wicked problem – a problem for which no handy solution exists or is even possible – I held this live in-person event in the Chicago Metro, April 19-21, 2022. And now you can get the “essentials” for a fraction of the $7000 entrance fee.
I broughT together the sharpest renegades, traffic jockeys, contrarians, innovators and agents of fortune from dozens of industries. I tapped the most competent, savviest and most street smart, and asked them to put me in touch with everyone they know who might have something to contribute to this.
The total strategy is:
95/5 OS
95/5 OS is my term for the processes, systems, workarounds, back-up plans, mindset, redundancy features, personal networks, financial strategies, tribe memberships, secret handshakes and relationships necessary to keep you alive and prosperous despite the Eye Of Sauron and his devious machinations.
95/5 OS is how you diversify and protect your traffic when you know that at any minute it can be cut off with no recourse.
95/5 OS is wielding alternate channels of communication for when Big Tech cuts you off.
95/5 OS is how you insulate yourself from the Most Dangerous Number in business which is “ONE” = “1” → one supplier / one product / one traffic source… especially when out of a list of 20, ONE is destined to own 95% and the other 19 are doomed to fight over the scraps.
YES. You’re defying nature.
But so are they.
I believe nature secretly abhors 95/5. 95/5 Systems eventually crack, shatter and break… 95/5 systems work flawlessly until one day when suddenly they don’t work AT ALL. (Cargo ship blocks the Suez canal; entire global logistics system seizes up within a week.)
Which is why even if every one of those platforms LOVE you and shower you with kisses… even if you are politically and governmentally correct, a darling of the digital media, you STILL need Plan B… and Plan C… and Plan D.
These are perilous times, my friend. With no sign that the severity is going to lessen.
Subversion Essentials delivers 95/5 OS.
You will get:
- Detailed instructions on an alternative, plentiful traffic source where….
- Traffic volumes are comparable to Google, Facebook and YouTube
- Costs are competitive with the Big 5
- The Big 5 do not and cannot control it
- Your ability to laser target desirable users is virtually unlimited
- 1/10th the hassle of affiliates
- It only takes 24-72 hours to set up
- If you SIMPLY NEED TRAFFIC (independently of the censorship issues), you can solve your problem in weeks, or a few months tops
- A nuanced insider view of how regulations, ad approval and account status issues are managed by the major platforms. One of the reasons you struggle so much is hardly anybody knows the REAL rules – and the platforms aren’t telling you. You will receive this information from insiders who control tens, even hundreds of millions of dollars of traffic.
- How to track when you can’t track – i.e. Facebook on iOS 14.5 – alternate ways of seeing through the fog. There are many. Most folks are looking in the wrong places.
In January 2020, six weeks before COVID struck the US with a thunderclap, I did an exercise with my Roundtable members in San Diego. I asked everyone to break up into groups and answer this question:
“Imagine that ONE system you depend on – anything you name – suddenly without warning BROKE. What do you do next?”
One member owned a bowling alley. He confessed to his group: “I’m afraid of us getting a shooter. Having a Sandy Hook incident at one of my bowling facilities.”
This threat had been thumping around in his head for years, never been nailed down. So he tackled it and his group came up with the following plan:
- At all times, one employee will be on Conceal and Carry duty
- The firm will buy the $13/month Conceal and Carry insurance from ICCA
- A plan of action is in place so everyone at his facility knows the exact procedure: If there is ever an incident, they call the police and fire department first; then the press, so THEY remain in control of the story told to the public
With this in place he slept much better.
Other members explored losing email access to their customers, losing major traffic sources, key vendors.
Fast Forward to March 13, 2020 and the US is shut down by COVID. We’re all used to it now, but stop for a second and recall the opaqueness, the uncertainty. No one knows how contagious this is; how deadly it is; what you do to stop it; how long it is going to last; how we’re going to eat; what we’re going to sell; whether we’ll be able to buy bread and milk and toilet paper. No one knows what’s going to happen to their sales, or the stock market, or how they’re going to meet payroll, or if we’re all going to start getting sick and dying in droves.
Meanwhile I had thousands of customers who ALL had these questions and they were scared. My first responsibility is to my Roundtable members who have paid significant fees. They need my support.
#1 comment I got during the first two weeks:
Man, Perry, am I glad we did that “black swan” exercise because it primed my mind for the coronavirus disaster. It was far less of a shock than it would have been. It helped me keep my cool.
You know what’s ironic about that? During the first week of February I was doing “Rosetta Stone London” in the UK and one day during the seminar I kept getting “WeChat” messages from a lady in Hanzhong China. WeChat is their version of “WhatsApp” and I had been there visiting her with my adopted son 10 months earlier.
The question she was asking a whole bunch of people was, “Does anybody know where I can get some more face masks? All the suppliers here in China have run out.” I was annoyed because she had put me in a group chat which I had not asked to be on. And all of her friends were replying “No, I’m sorry I don’t know where to get facemasks.” I was offended because I was doing this important seminar and it was interrupting my flow.
I was thinking, “Oh this is just SARS all over again, they’ll get it sorted out,” and it never once occurred to me that it would leap across continents and cripple the entire world economy.
At no point in our Roundtable group exercise had anyone suggested that this “coronavirus” problem in China was going to be the Black Swan event we were trying to prepare for.
Nevertheless our effort DID prepare us for COVID. And most of those clients flourished in COVID. For the majority of my clients, AMN members, Roundtable and New Renaissance members, COVID was a net positive.
- When Black Swan events occur, the spoils go to the agile and the well-prepared.
- You don’t have to do this perfectly. You only have to do it better than 95% of the players in your space – which is not mission impossible. You just need to know where the land mines are buried.
- The experience of being completely immersed in this issue will alter your brain chemistry and your business relationships. You’ll find yourself secretly hoping that some Big Shoe would drop, knowing that you have a built-in advantage over your rivals, now that you are armed with this information.
MY PROMISE TO YOU
- You will get a breakthrough in your mission to generate leads and land new customers.
- Subversion Essentials will be the most substance-laden course you have ever taken on practical minute-by-minute risk-aversion so you can gauge traffic and communication channels of all types, from “Analog” to the Big Five.
- You will have a game plan for how to “Black Swan proof” YOUR traffic and how to protect your vulnerable business from the Eye of Sauron; and how to calibrate your risk detector and avoid situations who would easily take you out.
- There is no “one” game plan. Ingredients will be mixed and matched to YOUR circumstances and business model. Some participants need to fully arm themselves to deal with the Big Five; others need to “go analog” and wean themselves off of the Big Five entirely. One of the five major battle plans will fit YOUR business.
- You will be equipped to assess risks, downside, upside, and susceptibility to disruption… so you can decide TODAY what projects to pursue, what drowning swimmers to rescue… and which you leave behind.
- You will interpret threats and disruptions in fundamentally new ways, like having X-Ray vision glasses… with a companion risk calculator inside your head.
– = SUBVERSION ESSENTIALS GUARANTEE = –
If you implement the tactics in this course and do not feel that you now have THE map to “Black Swan-proof” your traffic, just ask for your money back within 60 days of your purchase date and you’ll get a cheerful and courteous refund.
Navigate Extreme Inequality
The 95/5 Rule says that the brick and mortar world is 80/20 – 20% of the businesses get 80% of the business – but on the internet, 5% of the businesses get 95% of the business.
If you crunch the numbers, it means inequality is 16:1 if you’re manufacturing cars but inequality is 361:1 if you’re slinging ones and zeros. Because the online world is frictionless.
Online is frictionless for SOME PEOPLE.
It’s a brick wall for the others.
People imagined the internet would make us more equal but it doesn’t. The internet makes us UN-equal. Frictionless = VAST inequality.
Again this is a 95/5 problem.
The 95/5 problem of “There are 4-6 major platforms and it’s not like you can not do business with them” is MORE severe than COVID if you’re an online business and here’s why:
If you’re an online business, COVID probably helped you (at least in some ways) because COVID drives people online.
But if you’re an online business, Google / Facebook / Amazon / Apple / TikTok can CANCEL you and there is nothing that *most* people can do about it. The real problem isn’t the Big Five… the big problem is 95/5 NETWORK EFFECTS.
The other problem is Network Effects. On YouTube and TikTok, video creators attract viewers and viewers attract creators. Roll the clock 15 years and for all practical purposes YouTube becomes the babysitter that owns your children.
Then long videos on computers aren’t good enough so TikTok makes short videos for smartphones. Add a pandemic to the cocktail and you’ve got an incredible power attractor. It concentrates the attention of BILLIONS of people in one place.
Can you imagine how intoxicating this must be for the people who preside over these platforms?
You know what it was like the first time you ran an ad that worked. Suddenly people “from the internet” were getting on your list and buying your stuff. Remember what a buzz that gave you?
What is it like when you’re Susan Wojcicki, CEO of YouTube, and the slightest nudge to a single algorithm sends videos compliant with the World Health Organization to the top of the search rankings, and all others to oblivion? What kind of discussions do you think they have (with zero microphones, cameras or cell phones allowed in the boardroom) when they vote on how their algorithms are going to handle information related to elections / cancer treatments / pandemic / climate change / cryptocurrency / you-name-it?
What is it like when you get to decide what a billion people see, do, consume and think… 24/7/365?
I’ll never forget the first time I visited Google in Mountain View California in 2006, I felt like a visitor on a spaceship so large, so vast, that you could barely see the curve of the earth below as you gazed out the windows. The video displays in their lobbies made it feel as though you were in the action central of the entire globe and that if you were fortunate enough and smart enough to land a job at this prestigious place, that you had rocketed past the ivy leagues and into the control panel of humanity.
What innate sense of superiority does this convey to these people as they are transported via private jets to attend this year’s Davos conference?
Most of the time when there’s a Big Bad problem in the world, nobody really wants to talk about it. Joe Rogan is talking about Cancel Culture… but nobody is talking about the firestorm of opposition against entrepreneurs and advertisers.
One of the reasons this is happening is that entrepreneurs are the lifeblood of everything. NOTHING good happens in humanity until an entrepreneur takes a chance. This is the “no good deed goes unpunished” dysfunction of humanity and this is why David needs to win against Goliath. The future of the world depends on it.
Most people avoid talking about imminent threats. This is not unusual. This is common.
A client sent me his diary of his wife’s mastectomy reconstruction doctor visits. Their experience was DREADFUL. Here’s a sample:
The medical receptionist, facing my wife, avoids any and all eye contact, or any indication that she is aware of our presence.
I’m done, so I walk out into the hallway and proceed down the stairs to retrieve the car.
My wife arrives.
Me: Did she tell you what the next step is?
Wife: No. She was still on the phone when I left.
The evidence continues to pile in, confirming my hypothesis:
Medical receptionists undergo a humanity removal procedure prior to taking office.
I dare you to find ANY cancer organization anywhere (besides Evolution 2.0) that is THIS truthful about the current state of affairs.
When I read my friend’s diary, I didn’t have a medical epiphany. I had a marketing epiphany:
You don’t need to split the atom or build the next space telescope to create something important and valuable. You only need to open your eyes and SEE the elephant stomping around in the room.
That is why, when my team asked what topic we should address in our spring 2022 conference, my mind flashed to the mastectomy story and it was plainly clear:
The elephant in the room for entrepreneurs is the 95/5 Problem of the Big Five in bed with Big Government, Big Pharma and Big Banks… wielding boundless power over our lives, secured by ironclad Network Effects… they can make you invisible with the touch of a button. And you have no recourse.
If you’re one of those filthy advertisers “making money from peoples’ personal data”… your problem is far worse than “Cancel Culture”:
- Account bans are routine
- Entire categories banned outright: Alternative medicine, Cryptocurrency, Investing, IRS negotiators; all medical advice that doesn’t agree with the World Health Organization; Entire categories of business opportunities; anything to do with alcohol, tobacco or firearms; Conservative political and religious views; Plant medicine; traditional moral viewpoints; Affiliate marketing… science that doesn’t conform to the received narrative.
- Getting ads approved is laborious and chews up time
- One ban will slash your business 60% to 95% overnight
- Email is not immune: Major platforms like Mailchimp, Aweber and Constant Contact will shut you down if people complain
- Gmail marks LOTS of 110% legitimate email as SPAM
- 5% of the platforms control 95% of the traffic. It’s not 80/20… it’s not even 90/10. It’s often 99/1. If you’re on the losing side, the problem is not that you’re weak. The problem is that you don’t exist.
- Platforms greyball and greyban you: It looks like you have freedom of speech because you’re “there”… but you’re invisible to everyone else. You don’t exist.
- Platforms withhold more and more data from you
- If that data is available at all, you pay a premium price for it – in advance
- Platforms do everything in their power to bill YOU for their machine learning data
- The current war between Apple and Facebook over iOS14.5 has resulted in tens of thousands of Small Business casualties
There is no Attorney General, Tribunal, Commission, Review Board or Authority that will grant you a fair hearing.
Are you burying your head in the sand… censoring yourself walking on eggshells… floundering in a miasma of vague anxiety… hoping the Eye Of Sauron does not fall on you? “Frodo, if we hide out at this country inn, Sauron won’t be able to find us.”
Are you sick of being treated like criminal vermin when in fact you run a 100% legitimate business?
This is the problem we address in Subversion Essentials. The 95/5 Censorship Problem. There ARE solutions. There are strategies. Many.
AFTER you get banned is NOT the time to start solving this.
“None of my emails are getting through and my business is 75% dependent on email. What do I do?”
“My Facebook account just got banned and 85% of my leads come from Facebook. What do I do?”
The time to answer this question is not “someday.” It’s NOW.
Because, while Big Tech is new, the social and political questions are older than the Greeks and Romans. As are methods of mass persuasion and mind control.
I have a very experiential and intuitive sense of where this is going. I know that the world needs a new kind of sales funnel. The world needs a new online business model. I know most entrepreneurs had better wake up to the fact that free speech is largely a thing of the past. For all practical purposes in social media… free speech no longer exists.
People talk about “Free Speech,” but what people don’t really talk about is Freedom To Make A Living.
There’s even less freedom to make a living than there is free speech. But nobody’s talking about it.
I have an intuitive sense of where the world is going. If you would like to check that, just go to perrymarshall.com/2029 and read my blog post “10 Predictions for 2020 to 2029.” And count how many have already come true.
In Subversion Essentials, I bring together all of the insiders in this business, as well as insiders who are not in this business. I pieced together the New Strategy for how entrepreneurs are going to survive the onslaught of Google, Apple, Facebook, and Amazon… and TikTok, now the #1 website in the world. (TikTok is even more politically correct than the others.)
When you are in the business of communicating, this is an absolutely essential problem.
John Mendocha has a saying:
“Most businesses fail in the first five minutes.
It just takes three to five years for them to find out.”
We’re in a similar situation with the big digital platforms. And the thing is, you can’t not do business with them.
You’re sleeping with the enemy. Living on the Death Star. Who can use the internet without using Google in some way, shape or form? It’s not really possible. I am going to deliver the 95/5 operating system so you have a better framework than everybody else for dealing with this. That means that 3-5 years from now, you’re surviving and thriving and prospering after so many others disappeared.
IF you want protection from the Big Five Monopoly, Subversion Essentials is for you. Freedom and Autonomy requires:
* Alternate sources of plentiful traffic
* Sales funnels that the Big Five cannot access – private lines of communication
* New management and financial structures
* Precise knowledge of the REAL rules, which the platforms do not disclose to you
* Real experts who know how to save your bacon in a crisis
Subversion Essentials is designed to give you layers of insulation against these threats. Equipping you with Plan B… Plan C… Plan D… and ability to execute FAST.
Here’s a detailed breakdown of everything you get:
- The “Underground Railroad” AKA Subversion Sales Funnel: Around 2004, the online sales funnel as we know it today came to exist: Ad → email signup → Chinese water torture (via email and now with “virtual autoresponders” via video and social media retargeting) → webinars, sales pages and shopping cart. This has been adapted to every imaginable use including product launches. This funnel has to be altered significantly for the Age Of Censorship, such that significant channels in your marketing sequence remain incognito, like the Underground Railroad of 1863. There will be “security level 2-3” Underground Railroads as well as “security level 9-10” with differing levels of access depending on the sensitivity of the information. The Subversion Summit will deliver a comprehensive map… with extensive options, contingent upon your situation.
- Alternative Traffic Sources: There are MANY places to get traffic beyond the “obvious” Big Five Platforms. In 2002 my CD “Guerilla Marketing for High Tech Sales People” referenced a dentist who said, “I don’t know one way to get 30 patients a month, but I do know 30 ways to get 1 patient a month.” The spirit of traffic diversity has all but evaporated, as most people are not aware of any other worlds besides TikTok, Google, Instagram and the Usual Suspects. But let me assure you other sources are alive and well. Harnessing alternate sources invokes skill sets akin to ad buying in the 80s and 90s in addition to the Google Analytics skills that are of course requisite in the digital age. Since no mere mortal can do all of this themselves, the networking will not only be extraordinary, but crucial for your survival.
- The Strategic Subversion Mindset: Tyrannies and monopolies are not new. Even Big Tech is not new! Communication has been a monopoly since Bell owned the telephone networks in the early 1900s. Did you know that the government has broken up Bell 5 times? I’ve been probing the history and finding fascinating, revealing and EFFECTIVE methods of dissent. Wise as serpents and gentle as doves… including means perfected by dissidents in China and the Soviet Union.
- The New Online Ad Agency. Old-school agencies are dropping like flies.
This is what it’s going to be like once you have 95/5 OS installed:
- You’re not waiting for the other shoe to drop.
- When the shoe does drop, you have someone you can call.
- Google / Facebook / TikTok / Amazon / Apple changes the game and doesn’t post the rules anywhere but you still know because you’re in the know. Others get wiped out but you’re still standing.
- Your #1 traffic source gets cut off. New customer inflow drops 20% (it would have been 75%). You have a plan ready to go and you roll with it. You insert traffic source B, C and D. In 10-12 weeks you’re better than before.
- Your business is no longer leaning on the Big Five Wall. You have 3-6 major alliances with both technology platforms and allies. Real human beings who return your phone calls.
- Your cash flows are more stable because you’ve left behind the codependent relationship that so many entrepreneurs have with their businesses.
- You’re no longer exclusively dependent on email for communication with existing customers. You have at least two other channels. If/when you encounter opposition from the Powers That Be, you have bypass channels ready to go.
- Because you are WAY ahead of the Big Five Monopolization curve, every abomination committed by those narcissistic mega-corporations adds up to a net positive for you – just like those who survived the Google Slaps of years gone by woke up to a landscape swept free of pesky competitors.
- The diversity strategies developed here find their way into your muscle memory and into your investing, your political and social activities, and “non-manual-labor” financial moves. Your instincts serve you well… not just here but everywhere.
The investment to attend the Subversion Summit was $7000. The price of Subversion Essentials is $1999. And if you grab the early-bird discount, you’ll pay just $1499. Existing members of New Renaissance 12 pay just $999.
This know-how is no luxury. It is a necessity for anyone who wants to be an entrepreneur in the 21st century. Of course some industries have a red bullseye painted on their heads … but no one is immune. If you sell a perfectly innocuous, NOT controversial product on Amazon (such as toilet bowl plungers) and one “flick of a switch” can shut you down…. You had better build your road to freedom.
Not later… NOW.
There is one piece of good news – which has always been and will always be true:
Google thins the herd. Amazon thins the herd. Facebook thins the herd. Those that survive will dominate in a 95/5 world, to an unprecedented degree. Those who heed the words of our presenters will be admirably situated.
Will you be one of the few?
You decide.
Sleep with one eye open.
Perry Marshall