Overview of How Ultimate Destinyland™ Is Co-creating A Billion
Dollar Enterprise That Will Bless Millions of People and Leave a
Trillion Dollar Legacy of Education, Empowerment and Enlightenment
after New Years 2010, my former wife Lyndal Betterton sent me a link
to a story about an author who achieved major success as a result of
first self-publishing her book through iUniverse. The subject of
Lyndal’s email was just two words -- publisher or scam? This
document evolved out of my initial response to that question.
We are very familiar with iUniverse and other companies like them,
including several who have asked us to work with them to publish our
Ultimate Destiny Success System Library (UDSS).
The UDSS includes 14 stand-alone interactive
digital programs on:
of the best relevant publishers for the titles in our
Ultimate Destiny Success System Library that we are publishing
through our "cause-oriented" company
Ultimate Destiny Network and marketing through our affiliated
Ultimate Destiny University is Morgan James Publishing. They
accepted my 80 page manuscript I submitted them in about 2007 as 1
of about 230 they accepted out of thousands that year. We would have
paid them about $10,000, would have 1 copy of our book and earn a
royalty of about 10% to 12%.
What I have learned is that Morgan James and dozens of other
publishers essentially just act as a broker between an author and a
print on demand service like Lightning Source ( the first and
biggest POD partly owned by Ingram Distribution which helps get
their titles into bookstores). The President of our company Ultimate
Destiny has published over 12 books already through Lightning
Source. We will publish all 14 of our initial titles through LSI
with our own Ultimate Destiny Press imprint.
Here's the difference between a publisher like iUniverse, Morgan
James and what we are doing ourselves, For less than the $10,000
Morgan James wanted that would have given us essentially 1 copy and
a royalty of let’s say 10%, we will be able to print 100 copies of
each of our first 14 books, that's 1,400 books, we will maintain the
profit (which is much larger than the author's royalty). Plus we get
the added value of having our own publishing company and imprint,
etc. We pay our coauthors 18% for each title (that's 6% cash, 6%
allocation in the budget to pay them in the future and 6% stock in
our company). When there are multiple coauthors on a title, we share
the 18% accordingly.
Here's something else. Most of the money in publishing is in
distribution. For example, a major distributor will get a discount
of 50% to 65%. Then they distribute books to book stores and
retailers and give them maybe 40%. The strategic marketing matrix
that I have been inspired to create enables us to keep up to 100% of
the profits from our titles and the distributors profits of the
other titles we sell.
Actually, we will make as much money from other authors and
self-publishers who are already asking us to publish and market
their books as we will from selling our own titles. We already have
a couple dozen clients and partners in the works as soon as we
complete the launch of the UDSS Library.
If you take time to look at our web site at www.ultimatepublishingandmarketingresources.com,
you will see some of the best resources in publishing,
self-publishing, marketing, PR and Internet marketing. My team and I
have attended most of these programs and through our company, we
have invested over $150,000 for training, hardware, software,
memberships, coaching etc.
In addition, we earn an affiliate commission of 20% to 100% of any
sales that we generate from these training resources. In many cases,
when someone, say Arielle Ford (1 of the top 6 most influential
people in book PR) reviews that page of the strategic alliances we
have already established with other well known resource providers,
they will offer to pay us a premium. Arielle offered to pay us a 50%
commission for helping market her best selling program
Everything You Need to Know About Publishing and Promotion
instead of the usual 30%.
One of the main components of obtaining a publisher is having what
is known as a "platform". What that means is the agents and
publishers want a potential client to already have credentials, be
publishing other books, articles, giving seminars and workshops,
having a data base, have effective marketing programs in place,
media experience with radio and TV interviews, etc. The traditional
publishers will say outright that the best they can provide most
authors is maybe 90 days on a book store shelves. And if the author
hasn't done most of the marketing and promotion to make sure their
books sell, their books get returned after 90 days and are sold by
the pound as "remainder stock".
I have attended dozens of 2 and 3 day training programs with Mark
Victor Hansen (who with Jack Canfield) has sold 150 million books,
Rick Frishman and others. One of my team members and I have
completed the Best Seller Book Mentoring Program that is the
process authors and self-publishers use to drive their titles to top
position on Amazon.com B & N, etc.
What Mark and Jack and the scores of publishers, publicists and
distributors teach is rather than invest all of your time and money
trying to attract the attention of a literary agency (which most
publishers require you to work through) and then try to find the
right publisher, they all say to do what we are doing and what the
article on iUniverse Lyndal sent me is about.
Rather than focus on just one title, my team and I have continued to
hold the vision that we could most effectively accomplish our vision
and mission by publishing an initial library of related titles,
hence the Ultimate Destiny Success System Library.
Most experts are training authors to write more small books and it
only takes 80 pages to be able to have a spine imprint.
Most Internet marketing training teachers say to focus on keywords
of particular interest to a market niche or narrow interest. That is
why we are publishing 14 titles as a system. For each title, we have
built a web site, a blog site, a webinar, a seminar and or workshop,
self-assessment instruments, featured resources, a Hall of Fame
Award for that topic, etc.
We have developed key word ads for “pay Per Click” ads sites such as
google, yahoo, msn, FaceBook, etc. We have already written at least
2 or 3 introductory articles for each title and we have developed
strategic alliances and joint venture marketing agreements with the
major authors and resource providers in each of these related
fields. As a result of the marketing system we have developed and
the fact that we are already featuring these best known authors and
trainers and because we have already set them up as our affiliates,
they will gladly help us market our programs and products to their
customers in mutually beneficial ways.
The fact that we have already achieved top search engine positioning
on most of our keyword phrases which are also our primary titles
before we have even launched indicates that we will soon be
recognized for our major accomplishments that are perhaps best
represented by our strategic marketing systems (www.strategicmarketingmatrix.com
Given what I have shared so far about the significant advantages of
self-publishing, we will publish almost all of our titles ourselves.
However, there are still substantial benefits that a traditional
publisher can bring such as higher mainstream credibility and
greater access to book stores, greater likelihood of getting on the
New York Times and USA Today best seller lists. For that reason, we
have been exploring for quite some time how to obtain the best
possible literary agency and publisher.
About 3 years ago at one of
Mark Victor Hansen's Mega Book Marketing University 3 day
events, I "won" the opportunity to sit down with a literary agent
and "pitch" our book proposal. The agent I got to meet with was also
Rick Warren's agent (who has sold many million copies of the Purpose
Driven Life, etc). After I presented what we already had in place at
that time in terms of what is now our strategic marketing matrix, he
just smiled and said "You don't need a publisher. You already have
enough of the pieces in place to ensure your success."
Last April when I started sending inquiry letters to potential
literary agents, I complied with the directions of every expert in
the field that you should never talk with an agent or publisher
about more than 1 title. They say that agents and publishers don't
care about sequels until you already have a best seller.
used access to a data base of about 900 agents that I had acquired
through one of the training programs I attended and received about
400 replies, mostly form letters rejections. I did receive over 50
positive responses including a few from the top 12 potential agents
we had identified including Waterside Productions (Dummies books,
Tolle's New Earth).
After dealing with that process for about 8 weeks, Spirit had me
send another totally revised query letter to the entire list of
about 900 agents stating up front in the subject line that it was
for a series of 14 titles. Well, this time I did not receive as many
total responses because the subject line had turned off most of the
BUT one of the agents who responded very favorably was also with
Waterside Productions. As a result of several conversations he and
I had, we signed an exclusive literary agency agreement with Bill
Gladstone, founder and President of Waterside Productions. They have
sold over 5,000 books to publishers and generated about 150 million
dollars for their clients. One of the main reasons that our agent
said they decided to work with us was the one page web site I had
created to apply our
strategic marketing matrix to how we would sell the
Ultimate Destiny Success System.
Now here's another cool point . . . We are going ahead and
publishing all 14 titles, initially electronically and then in
print. Each of our titles includes language that will help enhance
the successful marketing of the titles we will publish through a
traditional publisher. For example, one of the potential two titles
the agency is most interested in is
Solving Our Personal, Community and Global Success Puzzles.
already have 4 highly recognized experts in personal, community and
global development on board and two of them are PhD's and the third
is an MD. In addition to their content being featured in the book,
we will include content from some of the first 50 recipients of our
Ultimate Destiny Hall of Fame Award.
Another main title (and potential series of titles) that our agent
feels they can sell to a publisher is Discover How to ManifestYour Ultimate Destiny, The subsequent titles that we
have already gathered world-class content providers for could be: Discover How to Manifest Your Company's Ultimate Destiny
or your Organization's UD (for non-profits) or Your Community's UD
of our initial 14 titles will have language branding one of these
potential major titles that we will publish through a traditional
publisher. For example, each of the 14 has a statement across the
top of the cover Discover How to Co-create Your Ultimate
Destiny and then the title in large print such as Enjoying
Loving Relationships, etc.
I mentioned the Best Seller Book marketing program earlier. That is
where an author will have as many joint venture partners as possible
send email messages to their list asking them to buy a particular
book on Amazon.com on a set date. When someone sends the receipt
from Amazon.com back to whoever invited them to participate, they
then receive thousands of dollars worth of bonuses, mostly provided
by the JV partners who are participating in the campaign. These
experts give away their products because in the process, they get to
add new names of potential customers to their mailing lists.
What we are doing encompasses, but is far beyond, that strategy.
The first person to apply the Best Seller Book Marketing system to
an ebook was David Riklan, founder of Selfgrowth.com and
SelfGrowthMarketing.com. In the first 24 hours of his campaign,
he sold over $108,000 worth of his ebook, Imagine That! I met David
Mark Victor Hansen and at
Armand Morin’s Big Seminar (one of my mentors and top Internet
marketers who has earned over 50 million on line).
David announced that he was going to provide training on how to do
what he did, I was the first person to sign up for $1,000. I have
completed his course 3 times, learning more every time.
It was largely David's training that has helped evolve the
Ultimate Destiny Success System to the potential it has to
build a billion dollar enterprise. In response to a question about
to price an ebook, David said: “A ‘digital program' is worth more
than an ebook. A multi media program is worth more than a digital
program and the best of all is a ‘system’ that includes interactive
Within a few minutes of hearing David say that, I had renamed our
initial product and bought the additional domain names such as Ultimate Destiny Success System. I also raised the prices
for our ebooks from $9.97 to $14.97.
David Riklan also validated our strategy of publishing multiple
titles targeted to specific areas of interest such as relationships,
prosperity, health, spiritual, etc. At that time, Selfgrowth
had almost a million email addresses in their data base in 9 primary
areas of interest.
you take a few minutes (and I encourage you to do so) and go to any
of the 14 main web sites for the
Ultimate Destiny Success System and sign up for our free
newsletter, you will be given an opportunity to indicate which of
about 12 areas you are interested in.
Constant Contact mailing list system states: Please select the areas
of interest for which you would like to receive occasional email
Health and Fitness
Harness Creative Power
Financial Freedom and Prosperity
Peace and Balance
Making A Difference
Fulfill Life Purpose
While we initially publish only 1 main Ultimate Destiny
newsletter, we will eventually publish as
many as dozens of ezines targeted to the primary areas of interest
that subscribers to the main list tell us they want. Another key to
ultimate success in Internet marketing is to be able to customize a
message to the market niche that cares about that topic.
For example, when we have enough subscribers to our main newsletter
who demonstrate that they are most interested in financial freedom
and prosperity, then we will publish a newsletter for them with all
of the content directed to just that one facet of fulfilling their
Anther key phrase in Internet marketing is "trusted agent" or
"trusted agent relationship". What that refers to is someone who has
established a positive relationship with someone else who will be
positively inclined to follow their suggestion or recommendation.
For example, if I ask someone to buy the Ultimate Destiny
Success System, only a fraction of a percent may accept my
offer if they don't know me and if they haven't already benefited
somehow from an affiliation with me or the organization I represent.
However, when people like Mark Victor Hansen ask their list to buy a
product, the response rate can be 5%, 10%, 25%, or even higher than
that. Just one email from one of these experts can generate hundreds
of thousands of dollars . . .
Guess what? Our UDSS will be introduced by some of the
world's top authors and trainers to millions of potential
customers and subscribers in just the next few weeks and months.
Some of the best trusted agents in the world just happen to also be
recipients of the
Ultimate Destiny Hall of Fame Awards, Imagine That! Now
these leading "joint venture partners" who have lists of hundreds of
thousands and even millions of people are constantly inundated by
people asking them to participate in helping market their products.
As a result, these experts are strategic in how they select what
offers to make to their lists. Because we already feature their
products in all of our Ultimate Destiny programs, by honoring them
with the Hall of Fame Award, and have already set them up as what is
known as "super affiliates" in our shopping cart (so they earn 50%
of any sales they generate for us), they are highly motivated to
help promote our products. In cases where they also have or support
a favorite non-profit, we will donate another 50% of any sales they
generate to that NPO through our
Ultimate Fundraising Program.
So how in the hell can we pay out up to 110% of a sale you might
Well keep in mind these facts:
(1) Our cost of goods for our digital products including getting the
product to a customer is $0.
(2) Our objective is to build our Opt In list of subscribers to our
free newsletter so we can establish a trusted agent relationship
with them and sell them something later.
(3) All of our publications are filled with hyperlinks and Featured
Resources, all of which earn us far more money than the purchase
price of an ebook.
(4) the donations of up to 110% to a tax exempt NPO require them to
actively promote our products for at least 6 months, we get a tax
deduction from the donation we make to them and we enjoy the float
of the income from their sales for 120 days because of our 90 cash
refund guarantee to purchasers, and
(5) the expert who invited us to help raise funds for their charity
loves us. Does that help demonstrate the substantial advantages of
our giving away up to 110% of these sales?
In addition, all of our publications mention the main training
programs we have attended such as Mark Victor Hansen's training or T. Harv Eker's Millionaire Mind trainings,
etc. and those are hyperlinked to the affiliate programs we
participate. So whenever someone goes to their training or buys
their products through our affiliate link, we automatically receive
Until recently when Mark stopped offering his Mega Book Training, we
would earn up to $647.50 for every participant we generated for him.
Now he pays us a commission for his new program,
Wealthy Writers Wisdom course. In addition, every one of our
publications markets all of our other programs AND they all have
featured resources sections that earn us money including several web
site portals like
The book The Long Tail explains the significance and
value of this never ending process of tailoring our content to the
interest of our customers and how it works. Perhaps the best example
is what happens when a customer logs into Amazon.com and their
system knows just what to show you based on what they have learned
about your interests from prior purchases and page views.
My family and childhood friends may remember that I used to love to
play Scrabble. I was usually the highest score winner or the lowest
score loser because I was always seeking the 50 point bonus for a 7
letter word. Of course I sometime pissed off other players (hard to
imagine I realize . . .) because I would keep trading letters until
I achieved the 7 letter word. I bring that up because it is somewhat
similar to what we have been co-creating for a few years now.
While we could have started selling individual titles and build up
our mailing list and customer base slowly, instead we have built an
innovative, leading-edge strategic approach that will eventually
become a billion dollar enterprise, perhaps in just a few months
now. The billionaire who offered us 20 million in cash and part of
his public company a few years ago saw what we are building and knew
its value. Now I have to admit there have been quite a few times
since we turned down his offer that I have asked myself “What in
the hell were we thinking?”
of the time I KNOW it was more like “What in the Heaven are we
inspired by Spirit to BE as we manifest stewardship over what
has been entrusted to us. And so, many, probably most people would
say we are crazy to believe we can build a billion dollar company,
especially in this economy. What's really crazy is just how simple
that process is already manifesting and I believe our business model
is destined for ultimate success. I won't go into the details at
this time (and yes I hear the applause and sighs of relief), but
here is the secret of our ultimate success.
By incorporating a spiritual
foundation in our Company, by developing the programs, products and systems that we have
created, by developing strategic alliances with many of the best
known authors, trainers and resource providers on the planet, by
operating through what we refer to as a Strategic Marketecture
TM of cause-oriented companies and our affiliated non-profit
organizations, by being able to demonstrate success in producing
award winning programs and events with world-class authors and
trainers such as Norman Vincent Peale, Les Brown, Brian Tracy, Jim
Rohn, Mark Victor Hansen, William E. Bailey, Bonnie St. John, Chin
Ning Chu etc. for up to 1,800 participants in a county of only
100,000 residents, and through our award-winning models for
Community Empowerment Resource Centers, we will be able to build a
billion dollar enterprise just by redirecting 1/2 of 1% of the 210
billion dollar development training industry.
The experts in Internet marketing teach that "Content is King" and
"The List" (or data base of potential customers) is Queen. Our goal
is to build an Opt In subscriber list of more than 1 million
subscribers by 2012 and we have all the pieces in place to succeed.
We have a strategic marketing matrix in place for accomplishing our
shared vision of blessing millions of people all over the world,
manifesting stewardship over billions of dollars in the process and
leaving a treasure chest of programs and resources that will
eventually produce a trillion dollar legacy of positive impact on
the world. Through our programs such as
CAN DO!, the
Ultimate Destiny Hall of Fame Awards, and our
Ultimate Fundraising Programs that enable participating NPOs to
receive donations of up to 110% of any sales they generate of our
products, thousands of individuals and organizations will be highly
motivated to help us.
Expanding the Circle of Success Campaign we will direct the
donation over 10 years of 100 million dollars worth of development
training programs to and through an international network of
non-profit agency partners including our Empowerment Resource
Centers™ and ETMS Empowerment Training Mentoring Systems™.
All of what I have addressed here in this overview actually
comprises maybe only 10% of what we are co-creating as
Now this response to Lyndal’s two-word question will become part of
our best-selling book about how we built a billion dollar enterprise
that blesses millions of people, all over the world helping them
A.R.K -- Awaken to Spirit, Realize more of their
potential and Know how to discover and co-create their