The Iceberg Effect – Preamble


Before the book starts “properly” there are five sections. 1) The sub-title, 2) Dedications, 3) Almost 2 pages of Acknowledgements, 4) Almost 2 pages of a Foreword written by Russell Brunson the co-founder of ClickFunnells, and 5) 12 pages of an Introduction.

 

1) The sub-title

The sub-title of “The Iceberg Effect” is The Untold Secret Of Affiliate Marketing Success

2) Dedications

Dean dedicates The Iceberg Effect to his mother, Cindy, and his wife, Robyn.

3) Acknowledgements

Before he started writing his book, Dean acknowledges the positive influences on his success made by the following people:

  • Alex Jeffreys. Dean’s first “proper” mentor who finally got him on the right track. As I understand it, Dean has recently linked up with Alex again and has a weekly mentorship Zoom meeting with him, which costs over $1,000 an hour.
  • Russell Brunson. When Dean had the money to join Russell’s mastermind program he jumped at the chance despite the frequent necessary week-long trips from England to Boisse, U.S.A. the cost of which had to be added to the money charged by Russell.
  • Several other well-known Gurus. Dean then mentions the names of 11 well-known Affiliate Marketing Gurus who have helped him along the way, whether that be by reading their books, listening to podcasts, or watching videos.
  • His staff. Finally Dean acknowledges the help he gets from his team at Internet Profits H.Q.

4) Foreword

There is a shortened version of Russell Brunson’s foreword on the book’s front cover. The shortened version reads “I recommend you read this book thoroughly right away, more than once even.”

The full foreword is 6 paragraphs long, covering one and a half pages. The paragraph I have selected to be quoted here reads as follows:

During the years since (Dean was a member of my Inner Circle) I’ve seen him grow as an individual and develop his training and coaching company to become one of the leaders in the industry, helping vast numbers of people achieve higher levels of success.

5) Introduction

This 12-page preliminary chapter covers the 8 or so years between the day Dean left school at the age of 16 with no academic qualifications, and when, at the age of 24, he had to admit to his Mom that he had got himself into the equivalent of $60,000 of debt in the form of 5 credit cards, all but one maxed out, and 2 bank loans.

To begin with, things had gone well. Dean started as a waiter in a roadside diner and quickly rose through the ranks, becoming a chef, before entering lower management. But Dean’s entrepreneurial spirit soon took over and he took the knowledge he had gained as a waiter, in the kitchen, and dealing with suppliers, etc to start his own business running a mobile food truck. Working only until 2 P.M., 5 days a week, he could earn more in a day, than he earned in his previous job.

Everything went well, until one fateful day when Dean’s generator was stolen from the rear of his second-hand truck while he was distracted with a larger-than-usual order. The situation was frightening enough, but what freaked out Dean the most was the thought of what might have happened if he had realized what was happening and he had disturbed the thieves in the act of removing the generator. Dean never took his food truck out again.

After a few years working in a pub, Dean was forced to take up a lowly paid job in the offices of a construction company where he had, at least, access to a computer. By this time, he had moved back in with his mother, who also had a computer. Before leaving the pub, Dean remembered how happy he had been earning a lot with his mobile food truck business and he spent all of his spare time in the evening at home trying to make money using the Internet. He tried everything, not only Affiliate Marketing.

During those early years, Dean had no idea how he should go about what he was trying to achieve. He believed all of the “get rich quick” tripe that was forced down his throat, and he caught “the shiny object syndrome” big time. He could not afford what he was buying several times a week, so he got himself a credit card, then another, the second of five, then a bank loan, the first of two.

Dean was the equivalent of $60,000 in debt, with only a few hundred dollars of available credit left on one of his five credit cards. Worse still, Dean had never received a single $1 back from any of his online endeavors during his first four years online.

Nobody in his life knew anything about his situation until the day the inevitable happened. His mother opened a final demand notice from one of his credit card companies, and Dean was forced to explain everything to his mother, a prudent lady who had never owned a credit card in her life. It was the most humiliating day Dean had ever had to live though. A day he will never forget.

THE TWO MAIN THINGS THAT WE ALL SHOULD LEARN FROM DEAN’S DISASTROUS START ARE 1) TEAM UP WITH A MENTOR YOU CAN TRUST AS SOON AS POSSIBLE, AND 2) NEVER BUY ANYTHING WITH YOUR CREDIT CARD, UNLESS YOU HAVE THE MONEY TO PAY OFF THE WHOLE BALANCE AT THE END OF THE MONTH.

Cheers

Phil

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