My First Free Report in Five Years, The Best Burger in Years, and Why Both Can Boost Your Profits

What I’m about to share with you is not only my biggest announcement in years, but it’ll also be a HUGE marketing breakthrough for you in your own business.

But first a quick story…

A few weeks back, my Content Director, Kat was in Cincinnati for the weekend.

When she got back to the office here in Florida, she regaled all of us with the tale of what she called “the best burger she’s had in years.”

She went into painstaking detail – how the burger was at least six inches tall, slathered with burgundy wine sauce, dripping in Portobello mushrooms and covered in provolone cheese.

Kat also insisted on showing us the picture you see below.

Personally, I’m not much of a burger fan. Nor am I the food lover that Kat is.

So I have to admit, I was only half listening until she said…

“We had to get there early. You have to get to this place at least 30 minutes before it opens or you don’t get a table.”

That’s when I started paying attention…

From a marketing perspective, any restaurant that fills up before it opens is doing something right.

So I did a little digging. Turns out that this particular “burger place” – Terry’s Turf Club – has been featured in Food Network’s Magazine, on the show Diner’s Drive-ins and Dives, and received a TON of praise from food critics.

And it’s all because their owner, Terry Carter has put all his effort into making sure his burgers, his filet-mignon chili (which apparently takes 8 hours to make), and his entire restaurant experience is unforgettable.

There’s a lot to learn from that for your own business, which I’ll get to in a moment. But first, I want to tell you how this ties into my big announcement…

Introducing My First Free Report in FIVE YEARS

Right now, I’m toiling away on my first free report since 2008. It’s due to release the first week of November.

This is a REAL free report. No opt-in. No buy-in necessary. And if I do my job right, this free report could go viral just like my other free reports did.

Now if you have read my Internet Business Manifesto, my Missing Chapter, my Attention Age Doctrine (I or II), or any of my other 7 free reports, then you already know the amount of thorough research I pour into these.

I also have a bad habit of not sleeping until I’m done with one. (Part of the reason I wasn’t that excited to hear about the “world’s best burger” – sorry Kat.)

In fact, I’ve pretty much locked myself in my cigar bar to make sure this report is done on time. But I wanted to take just a moment to leak one of the many ideas in this latest free report to you – my best readers.

And tell you point blank why I felt compelled to write this free report after remaining silent and only writing reports for my clients for so long.

Let’s start there…

Why Now? What’s So Special about 2012?

As I have mentioned here in the past, when I first started Strategic Profits, free reports drove our business.

The Internet Business Manifesto alone brought in over $10 million in sales for our coaching program. And to this day, it continues to generate business for us.

Also, not a week goes by when a new blogger or online entrepreneur does NOT tell us how it’s changed his or her life.

But after writing 7 free reports – and bringing in around $3 million a piece – the truth was I didn’t have to write free reports anymore.

I already had seven little shining beacons out there in the market constantly marketing who I am and what my business had to offer.

So I could concentrate on only writing reports for my clients, and let free reports be mostly a thing of the past.

That’s what I’ve done for the past five years. And it’s worked pretty well.

Ironically, these reports became the exact marketing strategy that I’m going to reveal in my next free report.

This is a strategy that I’ve mostly kept to myself for many reasons including the fact that to me, this is pretty obvious. But apparently it’s not to everyone else.

And right now, I’m seeing a need in the market that’s making me announce it to the world in my next free report.

“I Hate to Tell You This But…”

It’s become glaringly obvious to me that…

The vast majority of online entrepreneurs go about marketing all wrong. They do what I’d call “outside-in” marketing.

What that means is they focus on everything outside their product to sell it rather than the product itself.

For example, they might spend a year writing the perfect sales letter…or months putting together the ideal sales funnel…

But they’ll barely pay a passing glance to creating value in the product itself.

In today’s market, that approach simply does NOT work. There’s too much stiff competition from better marketers for this to be effective.

Also, the Internet has splintered into too many different marketing channels for this work.

Right now, there are so many places to market your products (blogs, Facebook, Twitter, landing pages, paid traffic etc.) that it’s nearly impossible to just focus on marketing your product in all these places without a decent product to sell.

You’ll end up chasing your tail and getting nowhere. That’s not the way you build a sustainable business.

The irony is there is a much simpler way to create a business that allows you to get the leverage and momentum that you need from these marketing channels – but you need to focus your business in an entirely new way.

And that’s what inspired me to write my first free report in years.

Why Not Just Have the Best Burger in Town?

To me focusing on this outside-in marketing is as a shortsighted as setting up a burger place – and spending all the time on making sure the restaurant sign is perfect and you’re in the best location…

And not simply making sure you had the best burger in town.

That’s what Terry Carter did, and according to my Content Director (who doesn’t exaggerate), he does have the best burger in town. And he doesn’t even need to market that heavily – his burgers create word-of-mouth marketing.

That’s what I did with my free reports – I made sure the samples of my work that I gave away were as great as I could make them so potential clients would want to hear more. In short, it worked.

That’s the strategy that I want to introduce to the world in my next free report. It’s about how to focus on your business from the INSIDE-OUT.

How to make sure your product and everything surrounding it is stellar so you can create unforgettable products that your customers will want to tell their friends about.

I’ll get into this more in my next post.

Before You Go, How Can I Help You?

I want to maximize the value in this report for all of you, so you get as many breakthroughs and actionable knowledge out of this report as possible.

So before you go, I’d appreciate it if you could answer the following questions in the comments.

  1. Are you currently doing outside-in marketing where your marketing approach is completely separate and distinct from how you go about creating your products?
  2. Are you doing any work on building your business from the inside-out – focusing on your product, value creation and then the marketing?
  3. Whatever marketing you’re doing, does it offer value to your prospects that gets them buying your products?
  4. What questions to do you have for me?

Again, I’d really appreciate it if you could respond – that way I can ensure that you all get the most out of this next report.

And I’ll be back here with more “leaks” from this free report in the weeks to come. Speak to you then.

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  • Gail Fay

    I’ve just completed my first book for children and about to begin planning the marketing before the launch. My partner, the illustrator, and I do not see eye-to eye about marketing as she is 81 and doesn’t want to know about “the internet”. She just wants a boring little book-signing outside a bookshop in her local small country town.

    She thinks my ideas are too far-reaching and grandiose. I want to value add a host of bonuses for a global launch day, but she disagrees.

    I want to add free coloring pages (downloadable/printable) 12 months free subscription to a monthly magazine with puzzles, games and messages from the book’s characters, free audio, free Kindle quiz book, panto script (for schools), simple costume instructions (to dress up as their favorite character) and discount voucher for the sequel book.

    Am I going overboard?

  • johnk

    Hi thank you Rich i just wanted to say hello to all. As somewhat of an old newbie which i’m sure all you boys and girls love i am struggling but trying to move forth and having fun in the mean time. if i get it all figured out and corrected some day this would be great i guess right now i still stuck on the info overload highway  thanks John Kahanic

  • matthew

    That blog post alone was better than most people’s reports!!

    You’re doing a treaty job of capturing my attention there Rich :)

    Looking forward to your report. Good to see you talking about another subject that helps more ‘marketers’ remember the art of integrity and service.

    Best of luck with the launch buddy. :)

  • Dan Waters

    How about something like photography? I add value by sourcing the finest frames and printers and only showing clients decent sized wall portraits that look more impressive. I also meet clients ahead of them booking me so I can educate them and build rapport and find out exactly what they’re after and articulate things they may not have thought of. What other ideas do you have for adding value for photography or other artistic businesses.

  • Joy

    Hi Gail this is my opinion. In the middle. Too many things and you don’t do them well and one book signing is not enough. Concentrate on the few things that will really add value now. For instance having a panto script is probably too much when you haven’t even launched yet. Once your book is a success then you can follow up with something like that. Focus on planning your launch and making sure your book is formatted properly and you have a free giveaway period on Amazon to collect reviews (assuming it is an e-book) If it is not an e-book , why not? This would be truly international

  • Kathystrong

    hi Gail,
    Your partner has a rigid model of the world and you obviously keep up with the times. In my humble experience, changing your partner’s attitude will be a long shot. Could you home in to the mission of your book and using technology as a faster way to accomplish that? If your partner simply drew illustrations for fun with no eye on the outcome for the book, again – you have a difficult negotiation job on your hands. You don’t say what your expertise is. Your partner’s is obviously drawing and you could tap into her talent by explaining that you know how to make sure the book gets to as many children as possible which hopefully is her aim too. I look forward to seeing you on the best-seller lists soon. If you manage to go the internet route, send me an email at and I will tell my parent friends about it. Best of Luck, Kathy (UK)

  • Sandy

    I’m with David on all this…
    Looking forward to the report.

  • Warren Peterson

    deleted – duplicate

  • Warren Peterson

    Rich, I don’t even know how to put into words how much synergy we have. Needless to say, I am a big fan, and I teach much of the same to my own people. I am grateful you are saying and teaching what you do, more people need to! If I had one question topic for you, it is this… although I suspect might not fit here as a short reply 😉

    do we “untrain” so many who have been following such an incorrect path?
    I find myself spending lots of energy correcting perceptions, and
    meeting resistance since the traditional forms of marketing-to-sell are
    buried so deep.

    That’s a big subject, but could you reduce that
    to a summary? What is the best trigger to plant in someone’s mind to
    open their eyes?

  • Warren Peterson

     Hi Gail, It may be overboard, or it may not… The point I think you should focus on is who is your customer, and what does he/she want. It might be the things you have planned, or you might find that those things are not what they are interested in. You need to make sure that what you are creating and offering is what your market wants. 

  • Warren Peterson

     Hi Ian, The line is where your market says it is. You shouldn’t be deciding where to draw the line. I’m assuming the software is based on a specific market need, so meet that need as the market has dictated, and there is your line.

  • Pingback: A Leak from My Free Report: Create Value that Pays for a Lifetime

  • Emmanuel K Sopitan

    Hi david, I just visited your site and love what I see. You should have my message in your inbox.  

  • Benton Middleton

    Rich, that’s the ONLY way to do real business. So many marketers, and even brick-n-mortar businesses simply do not get it, and in so doing leave money on the table. The way I see it, and tell in all of MY marketing is “Everybody’s an expert at something”. If one but only takes a little bit of their time to do some self-introspection on themselves, they will find that “something”. And if you’re an expert at one thing, chances are you’re also an expert at a few other things too. And THAT’S what one should be selling; that way one sells from the heart and does a better job at producing a much higher quality product or service.

  • Spain-Guru

    Hi from Barcelona, Spain,

     Yes I hate to admit it……but I stupidly wasted big bucks on other gurus + began a costly MBA, then found Rich and his amazing real world insights. Your free reports have more value than 99% of what the slick talking gurus sell for $2000+ a pop no to mention much university biz schools!!!!!

    So Rich thanks again….we have doubled our private Spain adventure trips & events biz —  — since implementing 10% of the ideas you inspired in us. Our new plan is slowly creating a new category of experience-based luxury travel with cultural, sports, food & wine events.

    One challenge is our USA-style customer service level  makes it tough to collaborate with many festive Spaniard. So we have cut back on volume, added more expert guides & drivers + more creative  fun experiences, added more luxury  & upped prices. Less profit per customer on the sale but now we do NO advertising as word-of-mouth rocks!!!!

    Time for a jog on the beach & then tapas & wine with my in-laws before
     my wife has me sleeping on the couch :-) 

    saludos amigos,

  • Anonymous

    Hi Captain Rich,
    I must admit I’ve never read any of your blog posts before and being a real food lover myself this one stuck out for many reasons.  Relatively new to the “real” world of online marketing what I read in your Profit Prophesy made me stare at what I’m putting out as content right now. My sweet spot.. um must dig into that theory more too.

    Creating the best burger is so “back to basics” that I bet lots of online wannabe’s still won’t get it. They’ll go funnel first. Geez I’m glad I stumbled across you and what you have to say… At last 😉

    PS: the video series on the launch sequence to Profit Hacks it absolutely awesome content. So much so that I am compelled to review what I’ve seen already. Five years is a long time. I hope you are ready for the next chapter.

    As they say in Japan Kampai & keep going.

    Tony.B aka Mission0ps

  • Rich Schefren

    Good question. I think it’s more than I can answer here, so I may address that in an upcoming blog post.

  • LoreeKitson5

    Well-timed suggestions – For what it is worth , if anyone wants to merge two PDF files , my boss came across post here