The Parsons Credo

…business growth in the digital attention age


Your 14-day quick start guide to setting up, positioning, and growing your online business


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Even though this document is a quick-start guide for SILHO, this system is very powerful and when scaled up can actually power your entire digital (social, mobile, email, Ai, automation) travel, entertainment, hospitality, personal brand, or digital media business.  This is the same system that I’ve used to grow and scale my own business.

There is a focus on social media, mobile marketing, and email because that is the superior mode of instant communication at the time of this writing, but consistent, effective, and powerful communication is the key to audience augmentation, customer retention, and business growth.

For very little startup costs (under $250 in most states) you can start your own small business, get your Federal Tax ID, and open your business bank account.  And for under $100 you can jump start your very own digital marketing campaigns and get an influx of new customers knocking at your door.  Creating your first product, service offering, or advertising opportunity for your business should be pretty easy since it will be in the same field as the topic that you are either 1) most passionate or 2) most knowledgeable – or better yet 3) a mixture of both your passion and experience.  Once you’ve done these things you’ll have the minimum for what you need to open your doors and start taking on new clients and customers.

Your basic advertising and marketing strategy should be and all-inclusive mix of national (and eventually global) digital marketing, mobile marketing, and local marketing – all in one.  (Retail locations require more geo-centric promotions but that’s for another part of this document).  The best thing is that to get started you don’t have to deal with performing web site optimization tasks such as video marketing, SEO, social bookmarking, or creating and distributing press releases for your business.  My strategy will help you bypass all of those tasks and get straight to the traffic and revenue generating tasks that are a necessity to jump starting your business.

While creating a service-based business is a great way to make a substantial income we all know that consulting and selling advertising allows you the opportunity to create even more wealth in a shorter space of time.  What most people do not know is that adding events – such as webinars, personal coaching, and on-stage training and speaking at conferences – to your mixture of products and services cements your position in your marketplace as an authoritative expert. 

Your income is no longer limited to the amount of time you put into the business. Your client-base becomes more loyal to you and more susceptible to your marketing messages.

Many companies and digital marketing leaders are selling information products that highlight service-based opportunities in the social, local, and mobile marketplace.  The problem with that is you may start to look at what should be your main audience as a bargain-basement feeding bin to be discarded the moment a new marketing scheme is developed and becomes the next shiny object.  Knowing that, we don’t want you to look at your business as an opportunity to be chased, extorted, and then left by the wayside six months later, but as a real business that you are going to build and grow as a solution-providing entity to your clients’ problems.

Getting started is simple.  Once you have the business basics out of the way the rest is getting the word out and telling people about what you are offering and how it will benefit them.  Just to let you know, there will be no need to create mobile applications, complicated web sites, over-hyped ad campaigns, or any of the other complicated systems that others may try to teach you.  All you need for this to work is a website, a choice of social media platforms, and a cell phone. Something tells me you can easily get your hands on those things.

How to Make a Living in the Attention Marketing Era:

What you now have in this credo is just a small portion of the secrets I’ve used in my two decades of experience and research with digital marketing, mobile marketing, and media and entertainment consulting.

Up until now, I’ve only shared this information with my Fortune 500 clients and the advertising agencies that I’ve consulted with.  Some of these companies have paid upwards of $175,000 to have me remake, remodel, and redesign their marketing, technical, and strategic strategies.

I strongly suggest that you print this credo right now so you can read and study it.  There are some pretty big ideas in here, and most are easy to execute, automate, and scale.  Quite a few people in our test group have created a six-figure income for themselves in a few short months using these techniques.

Who is Shaun-Patrick?

You might not know of me, but I’ve been in the digital marketing industry since 1999 and I’ve done a lot of campaigns with small, mom and pop businesses and countless Fortune 500 companies. I’ve also helped thousands of entrepreneurs get started with social media and mobile marketing in the past two decades. I know what you’re thinking, “Back in ‘99 there was no mobile marketing industry!!”  Actually, there was.  It was mostly with a niche audience of entertainment executives (sports, fashion, music, etc).  Back in the day we all had huge black or gray Motorola two-way pagers (service usually provided by Skytel or Worldcom) that we would use to communicate by text messaging BEFORE inter-carrier texting ever took off.  Those devices allowed a few savvy marketers to excel with mobile marketing by pinpointing my audience with very specific detail that advertisers loved.


Either way, having a nationwide database of entertainment executives I was able to use location-based and time-sensitive principles to market entertainment news and events directly to my subscribers’ mobile phones and pagers.  I was 22 at the time and I was making more money doing that than when I was running the payroll department for a 5-star luxury hotel.  Go figure!!

Soon after I was running digital marketing campaigns for over half a dozen ad agencies and with clients such as Warner Media, The Walt Disney Corporation, Cox Media, DIRECTV, NBC Universal, Equifax, Wells Fargo, Timberland Boots, MTV, Johnnie Walker, Sony Records, Lincoln Motors, Texas Instruments, Reebok and many others.  My little company was even lucky enough to be the only mobile marketing firm to help launch the “Dave Chappelle Show.”

Then about 12 years ago, I disappeared from the entrepreneurial-development scene and began my career as an enterprise consultant.  Even though it was very financially rewarding, it was sometimes extremely exhausting. So two years ago, I started working on a new software platform based on the principles that I’ve used to help my enterprise clients gain millions of followers and… hundreds of millions of dollars.

I’ve been around for quite a while, yet I’m still not widely known since I’ve only allowed a handful of companies and clients to get access to the software.  That’s because, for the last decade, I’ve been working behind-the-scenes with advertising agencies, marketing firms, and those huge corporate entities.  And honestly, I used to prefer it that way. If it weren’t for a few friends or clients of mine urging me to show everyone this software platform I probably wouldn’t even have mentioned it.

I still feel awkward when I have to bring it up, but I tell you this only because it’s important to help you understand that I’m not just some fly-by-night newbie who thinks he knows about digital marketing.  My marketing and technical experiences with my clients have helped shaped the new career that I’m embarking on now.

Now let’s get into it….

The Reason Why So Many Entrepreneurs Struggle:

Like everyone else in the interactive marketing space I get a ton of emails promoting the next best training course about some Blackhat trick and tactic in digital marketing.  But every time I go to a marketing forum I am baffled by how almost everybody there is stuck in the same spot they were three years ago.  No one is making any serious money, and I know exactly why.  It’s because they are all approaching their business or starting their digital business the wrong way.


Lack of fundamental business-building knowledge is really the primary cause for so much struggle and time wasting.  And the most primary rule of all businesses is that you must SELL.  It’s sad. It’s the reason why the overwhelming majority of people new to the digital marketing world will fail in achieving their dreams even if they buy lots of products, study them religiously, and work extremely hard.

I’m going to address the issues I see, because I know from past experience that my unique perspective can really make a tremendous difference in your business, as it has for many of my corporate clients.  This credo exposes these issues, one by one, and you will gain clarity about your relationship with your business and how to grow it.


I’m going to show you how my clients achieved an average increase of 18% response rate with their marketing strategies, and I’ll also show you some of the exact concepts that are responsible for this growth.  But first, let’s take a look at where digital (social, mobile, email, Ai, automation) marketing is today and put it in perspective with your business.

How to Build a Successful, Lifestyle Business:

Most people are taught to find a currently popular niche, throw up a page, get some paid traffic, and if it works continue to develop it, if not, find another niche; rinse and repeat.  Does this sound about right? Ultimately you want to create a business that you’re passionate and knowledgeable about and well-versed in.  That is the foundation of a business that you won’t treat as a fad.


Building a business based on your strengths and passion would put you way ahead of opportunity seekers.  Switching your niche every three months is a long road to never making any money.  If the first approach you take at your business doesn’t work, you try another approach – not another business.

You should aim to build a business that works so well, where you have enough products or a large enough audience where it makes competing with you completely undesirable. Sophisticated competitors will understand that you could take your front-end products and give them away free, or with a 100% affiliate commission, and it wouldn’t affect your income because you would still have back-ends, cross-sells and upsells.  If your audience is large enough you could lose 30% of them to a competitor and still make a killing.


I can tell you that you can still stake out your niche and build a real business in it, but I promise you the opportunity won’t last forever.  You have to get in now before everyone else does.  In today’s hustle culture, where everyone is pretending to be an entrepreneur, it’s going to be harder to stand out from the opportunity seekers.  Now let’s look at a few obstacles that currently stand in your way…

Achieving Your Professional Success:

Now that you know how the entrepreneurial space is shaping, and that you should be focused on building a real sustainable business let’s take a look at the obstacles you might face in actually creating a real business that has staying power.  By exposing and eliminating these problems, you’ll be able to grow your business faster (and easier) than you ever thought possible. These are the same overriding concepts that ultra-wealthy business builders understand and operate on.

The format of this section will be similar to a clinical diagnosis. You’ll see the problem, its symptoms, cause, and an overview of the solution.  Then I’ll show you exactly how to fix all of it.  Let’s take a look at one fundamental problem most digital marketer’s experience.

Symptom: No One Knows Who the Hell You Are:

Cause: Your marketplace doesn’t know, like, and trust you.

Business Problem: Your brand positioning is weak, or even worse.  It is negative and your prospects don’t actually like you.

The underlying premise of this whole document is that it’s much easier to sell people stuff if they:

1. Already want what you’re selling …before you ever even try to sell

2. Know

3. Like

4. Trust

And in the document, I walk you through a psychological and tactical process for making that happen.  In fact, the steps are:

1. Positioning

2. Indoctrination

3. Conversion

And all of this gets you to what I call “Multi-Purpose Branding”.  This is where you brand yourself as an expert, your business as the solution to your audience’s problems, and you aim to make money – all at the same time.

Plenty of people can copy the actual words in an ad, or the pictures, or even the strategy behind it. But nobody, can ever copy the relationship and bond that you have with your customer base and prospects.

1. You find out the exact type of content that’s going to provide the most value to your ideal prospect, and you present it to them in a way that is going to cause them to bond with you on an emotional and psychological So you’re actually helping them, and you’re also creating a bond with them so they like you.

2. Once you’ve done that then you start showing them ads that pitch things without breaking that bond.

It never occurred to me that you could create long-form content on social and then pay to have that content viewed by complete strangers, and then retarget those complete strangers later.

Phase 1:  Staging     
Pre-Framing: If we know people are going to assign a label to you the second they see you and your product, then logically, it makes sense that we can actually influence what label we want them to assign. In other words, we can help them decide in advance what something means.

Phase 2: Indoctrination    
Indoctrination is where you create a bond with the audience that consume your content – simply because you’ve helped them.

Phase 2: Conversion
Now that we’ve attracted leads, gotten them to opt-in, and have indoctrinated them with our special content, does the sales letter come into play. So what we do now is we use this framework on social through Multi-Purpose Branding and it happens way faster.

Multi-Purpose Branding is all about creating, building, maintaining, nurturing, and strengthening the bond between you and your audience.  In a nutshell, the very first thing you want to do in bonding is to create what’s called “affinity” with the marketplace that you’re trying to influence.

The easiest way to do so, is to lean into the fact that everyone cares about themselves, and that’s good because we need to make it our sole focus to show people that we can help them and that everything we do is about them.


In that case what are the immediate steps someone can take to get from unhappy, where they are not getting the results they want, to getting the results you can help them get?

Position Messaging…..

Now, the message itself is super important.  What do you stand for?  Why would people follow you? What is the core message you want the marketplace to remember you for?

1. It’s all about the lifestyle

2. Automate everything so can have a lifestyle

3. Build a legacy/dynasty


This messaging is about creating emotion.  And you create emotion by telling stories.  There are three typical types of stories that you can tell that resonates with your marketplace.

Aspirational: This type of story-telling is about painting a bright future for your It’s about showing them something that they will aspire to.

The problem with this one is that a lot of people do it in a very clunky way. You’ll often see internet guys saying things like, “Look at my collection of yachts!” and then they show them being anchored to the dock by a giant solid gold rope. There’s just not any elegance to this. So you want to be authentic and elegant when you do this.

Motivational: This is about giving people a reason or motive to do something. And we’ve all heard the motivational stories where people are telling you to get out there and just do it! For example, there are tons of social media people who are always talking about the grind and the hustle and how you can do it – you just need to get up early and then we’ll go conquer today and crush it! Rah! Rah! Rah!

Inspirational: This one is a little bit deeper. It’s about making people feel inspired toward a greater When done properly, it makes people feel hopeful and encouraged and it makes them want to do something to take action.


Here’s the framework for your story:

Step 1:        Start with your main point, which is going to relate to one of your three core messages.

Step 2:        Use effective stories to make your point, ideally ones that tap into the core emotions of your audience.

Step 3:        Use metaphors people can relate to in order to further illustrate your message.

Here’s an example of storytelling at its finest.


Core Messaging Pillar    
“Hey, old and bad experiences are going to screw you up.  It’s going to ruin your day. It’s gone. Forget about it.”

Story with Emotion        
“When I was a kid I always wanted to speak English. I took English in school and I wasn’t very good at it. My teacher told me I would never ever learn how to speak English and I would never come to America. And she failed me from the class. That hurt me. That made me very, very upset.”

Metaphor People Can Relate To
“Every time something bad happens to us, every time we get upset, it’s kind of like life is just handing us a big rock.

And we’ve got two choices. We can take that rock and we can hold onto it and we can put it in our backpack that we’re carrying on our backs. And here’s what’s going to happen: We’re going to have a lot of rocks in our backpack, because bad stuff’s going to happen to us no matter what.

If we keep doing that, eventually we’re going to be crushed by the weight of the backpack and we won’t be able to move.

I would have never been able to come to the United States, have a business where I work with English-speaking clients and have an English-speaking husband and family, if I didn’t drop that backpack.”


Symptom: Not planning out your strategy and buying anything that looks like it’ll make you money, getting no results.

Cause: Opportunistic thinking.

Business Problem: Lack of strategy, focus, and direction.

The very first obstacle that needs to be overcome is the way you think.  The way I see things is that there are two different and opposing ways of thinking when it comes to building a business and making money. There’s opportunistic thinking and strategic thinking.  To get right to it, opportunity seekers think opportunistically and entrepreneurs think strategically.

An opportunity seeker is always looking for their big opportunity to make lots of money from the hot “thing” of the moment. Their only criterion is, “Can I make money from this?”  So today it’s blogging, tomorrow it’s affiliate marketing, and yesterday it was some other hot concept already forgotten.  Opportunity seekers buy lots of courses and products, and they use only a few of them, and the ones they do use get abandoned when the next so-called “easy” way to make money comes by.  The question they ask themselves is, “What’s the easiest way for me to make money right now?”

A true entrepreneur, on the other hand, is a completely different animal altogether.  An entrepreneur has a clear vision of what they want the business to become.  Because they have a vision they can analyze their own strengths, their competitor strengths, the marketplace preferences and devise different strategies for achieving their goals.  After reviewing the pros and cons of each strategic alternative they pick the one strategy most certain to successfully achieve their vision.  The entrepreneur knows that their biggest opportunity is always inside their business, following their ideal strategy and not the hot product that everyone is mailing for this week.  This is how you build a real business.  And when you are building a digital business you need to think in this strategic manner as well.

Business is not a “get rich as quick as you can, using this random opportunity” environment.  It’s a space where your brand image and the impression you make on your customers holds a lot of weight and lasts forever so building out your plan thoroughly and thinking like a real entrepreneur is paramount to your success.

When you’re treating your business as a real business – not just jumping into faceless channels on YouTube one month, to course creation the next, to foodie blogger after that – you can actually deliver something meaningful to your clients.

If you’re singularly focused, your content will actually help promote your authority as an expert in your field. And if you use the method mentioned above, your content will support one of your core messaging pillars that are designed to help your prospect to get from where they are now (unhappy and not getting the results that you can help them with) to where they want to be (happy and getting the results they want).

The closer you get them down this line to where they want to be, the greater their desire is going to be to get the end result. And, because you’re the only person in the marketplace that’s actually helped them instead of trying to cram offers down their throat, their trust of you will continue to increase.

Poor Business Design Results In You Doing All The Work:

Symptom: Burning out by doing lots of tasks that you loathe.

Cause: Thinking you have to be intimately involved with every part of your business.

Business Problem: Not knowing which tools, systems, and platforms to use so you can free up your time.


Below you will see that I’ve broken up the digital business into eight critical departments. All of them are very important.

We can break out each of these areas into smaller functions – the actual stuff that needs to get done. Even though there is a great deal that needs to be accomplished it can all be simplified and adjusted as your business grows.

Let’s take a look at what each of these activities consists of…





Social media profiles

Mobile web sites

Tips (of the day)

Blog posts




Event invitations

Sale invitations

Magazines and e-zines

Books and manuscripts

Digital products

Physical products


News and alerts

Education messages

Branded messages

Industry related messages




List Building:

Conversion strategies

List building tactics

Sales letters


Order pages

White page listing

Time zone segmenting



Mobile billing variations

Vendor management

Budgets & payroll

Affiliate payouts

Merchant accounts

Paypal Hell



Accounts Payable

Accounts Receivables




Mergers and Acquisitions

Product licensing

Exit strategies



SMS deployment

Social Media API Management

Software development

Computer Maintenance

Site maintenance

Database Management

Pixels & Tags Tracking

Server maintenance

PCI Compliance

PII Compliance


Legal and Compliances:

Business licenses

Mobile & CAN-SPAM regulations

Terms of service

IRS filings

MMA regulations

FTC regulations



Social Media

Google Adwords

Facebook Advertising

JV recruitment


Solo Email ads

Mobile Marketing


Client Relationships:


Customer Service



Returns and Authorizations

If you’ve ever been frustrated with your progress, overwhelmed with the amount of work you need to get done, or just plain – tired is there any wonder why? Seriously, even if you were to outsource it all – if you could actually manage all the outsourcers or artificially intelligent websites and programs – could you get all this work done?

And here’s the really crazy part.  Even though this is the model that most marketers are following, do you know what they spend an overwhelming amount of time on? Searching for more activities, tactics, and tricks to squeeze into the list above… it’s crazy isn’t it? 

Why on earth would you spend more time looking for more to do? You aren’t even getting done all stuff you already want to get done – but most marketers are on the lookout for the latest and greatest opportunity to add to their list of stuff that isn’t going to get done.  Make no mistake: the list above is the chart of a person who is sadly lacking in strategy.  It screams OPPORTUNIST!

So here’s my question to you…


What is the solution to having too much is not to go get more – If you were to look at your behavior, wouldn’t you agree that you’ve been subconsciously following the plan of adding more and more tactics and activities to your list of “things to go”?

Let me clue you in on a small piece of advice.  As along as your organizational list looks like the one above, you’ll always be spinning your wheels wondering why you are achieving the level of success you’ve always wanted.

Now, before you jump to the conclusion that I am recommending you hire some people, recognize the problem marketing goes much deeper than that.  I’ve only peeled back the first few layers of this onion; if you really want to get at the truth we are going to have to get a little more personal.

“Follow the Leader” Is not A Business Strategy

Do you have a strategy?

It seems like everybody’s strategy was to do the same as everyone else, but just try to do it a little better. While that can be a full strategy if you position yourself properly, but most people do not and for most business owners this is not a strategy at all; it’s simply the opportunist motto.

And it’s this type of thinking that reinforces all the issues we’ve already surfaced earlier.  This, my friend is not an entrepreneur’s strategy, it’s the way Lemmings die.

And it’s this type of thinking that reinforces all the issues we’ve already surfaced earlier.  This, my friend is not an entrepreneur’s strategy, it’s the way Lemmings die.

Don’t worry though, the problem is not hopeless – actually if you identify with anything you’ve read so far you should feel a sense of relief, because the truth is you’ve been working harder than you need to for a fraction of the results you deserve. And it’s not your fault – because no one is really talking about this.

Luckily, I know exactly how to keep you from falling prey to this.

Building Authority for Your Business or Personal Brand Using Content and Media Strategies:

Here is a quick overview of how it works.

1. Decide on a name for your business and search for its availability in your state’s Secretary of State web site, but don’t buy it just yet.


2. If your desired name is available then buy a matching URL (I strongly suggest purchasing the .com, .net, and .org) to help protect your brand.


3. Get a free TIN or EIN for your business from the IRS. Gotta pay those taxes properly.


4. Once you have the name that you like and have found a domain that matches then you can go back to your Secretary of State’s web site and incorporate your business. It’s better to buy the domain first (and risk $10) than to incorporate your company name only to find out that all of the good domains have already been taken (and risk $100+).


5. Next, you’ll need to open a bank account for your business. Most likely they’ll open a DBA for you, and that is fine for now.


6. This strategy can be used with both, your social media following, or by building a list of mobile subscribers.


Pro Tip: Mobile is more effective when communicating with your members, but building a list of followers on social media is way easier and faster.  I highly recommend using Instagram AND Facebook Groups to build your list of followers, and convert them over to your mobile list over time.


Now that you’ve done all of that you’ll want to set up social media accounts for your business in all of the major social media platforms.  Ultimately, you should make sure the two platforms that make the most sense for you and your business are the ones you secure first.   At the time of this writing that would be the following:


My suggestion is that you set up the accounts on every platform – even if you don’t plan on using it.  Just protect your brand and own your name in as many places as possible.      


7. Decide if the list you’re going to build is going to be an international, national, or local list. That will help determine what kind of clients you go after and what kind of offers you’re going to promote.


Pro Tip: A list of local followers will allow you to easily approach local businesses about sponsoring posts on your feed.


8. Build a targeted list of subscribers by publishing no less than 10 pieces of content on each social media platform. They should be a mix of branded posts, comedic posts, product related posts, inspirational posts, and educational posts, and maybe even a conversion/offer post all about your web site, your offers, and relative industry.


9. You can do this all in two to three days, but make sure you have all ten BEFORE you start inviting your friends and subscribers to join your social media pages and accounts.


10. Once you’ve amassed at least 10,000 (at least 5,000 if you’re going to focus on your local area) subscribers/followers/fans you can then use your targeted following for the possibility of sponsorship. Please don’t think you need to have a lot of followers before you start sending offers to your subscribers.  This can happen at any time.  Don’t worry, before we finish this document I’ll show you how to get the clients you need to start making money from your social media list and how to properly make offers to your followers.


11. One of the most important parts of your marketing strategy is to get your customers on your mobile, email, or social list. You want to remind your followers/fans/subscribers that you have better offers that are only sent to your VIP mobile (or DM) list (make sure this is true) and follow through with this effort.


12. How to create that mobile list? That, you will learn as you read the rest of this credo.


Multi-Purpose Branding Traffic Getting Strategy

Now, there’s one more piece to tie this all together and that’s to show you how the Multi-Purpose Branding Traffic Getting Strategy works.

Step 1: The first thing you do is figure out what the three core messaging pillars are.


It’s all about the lifestyle…

1. Automate everything so can have a lifestyle

2. Build a legacy/dynasty of philanthropy

3. Consistent delivery of value creates your authority


Step 2: Then, you want to create a series of videos, and we will call these goodwill content.

Now, I like video best for these and I recommend that you have around eight of them.

Of course, you don’t have to create all eight in one day, but ultimately you want to have around eight of them. This allows you to make sure that each video is supporting one of your core messaging pillars and that to the best of your ability, they follow the point-story-metaphor framework.

Remember, it’s important that people are being helped, that they’re hearing the story so that it creates the affinity and the deep bond and that you’re anchoring these emotions to them.


Step 3: Extending the life of your content beyond your following:

This is where people want to screw up. Don’t make this mistake. Don’t just post the videos on your wall and not send traffic to them! You want to use those videos as ads.

Also, please don’t make ads that say, “Watch this video and buy my stuff.”

The ads need to convey, “Here’s a video. Enjoy.” The end.


So you’ll say something like, “I hope you liked watching this as much as I liked making it for you. And if you know anyone who’d find it helpful, please share it with them!”

The reason to do it this was is that for the first time ever in the history of mankind, we have the ability to know if someone watched the freaking video, because Facebook and all the other platforms will tell us.

So at this stage, we just want them to watch it and build that bond.

Of course, none of these platforms are going to give us the name, address and phone number of whoever watched your video, but they will tell us, “Hey, 20,000 people saw this video yesterday. And, 500 of them watched the whole damn thing.”

Step 4: Amplify your message to your warm audience.

After a little while, depending on your budget and how aggressive you are, you’re going to have this pool of people who have watched your content – some or all of it, but enough to be indoctrinated and like you. This is going to be now a warm fan base and NOW you can show ads to these people.


And if done properly, all of this will culminate in an easier and more efficient sales process.  You’ll turn prospects into fans, fans into customers, and customers into evangelical converts who reward you with their business for years.

The fastest thing to affect the bottom line is your price

Here’s what’s kind of funny. Improvement of process is where most people focus. This is why there are so many books, courses, and seminars about how to write better ads, get more leads, get better conversions, and so forth.

Well – send your competitors there as fast as you can because that’s the LEAST profitable place to focus initially.

The money is in the intrinsic value. It’s not in the practical value. Increasing intrinsic value allows you to charge more – and price is the number one factor in profitability.

We need to focus on how we can charge more instead of just little breakthroughs like “Should we change the headline?” Figuring out ways to charge more to close these high-ticket sales, that’s a breakthrough.


Intrinsic value also increases the
of your sales process



That means if we use a red button instead of a blue button on our checkout page, we might get a couple percentage points more. Well, that matters.

The other side of that is price. If we double the price and everything else stays consistent, we have doubled the business.  And you don’t have to double the price of your initial item.  One of your backend items (that is more profitable) can be the one where the price is doubled.


How to Build Intrinsic Value

First of all let’s identify some magnetic positioning; some basic positioning that will draw your people to you.  One of those is exclusivity, right? We want what other people don’t have. We want to be exclusive – it makes us feel significant.

Mysterious is another. We’re drawn in by mystery and intrigue. Forbidden is another one. Totally magnetic. Think about how hard 19-year-old kids try to get into a bar? Why? Because they’re not supposed to be in the bar.

Another one is popular. There’s safety in numbers. That’s a big effective positioning that’s magnetic.

Affinity to market. This person is just like me. That is another level of positioning that is magnetic to money.


There’s no other position in any
marketplace that is more magnetic
 to money than that of celebrity authority!


How to Position Yourself as an Authority:

The best way to position yourself is to imagine you’re about to take the stage, 1,000 people there, and you’re stoked. They haven’t met you – you want to make the best possible impression you can and we know that you’re about to be introduced by the emcee.

What do we want him to say?


Well a good way to craft that and thus really get clear on what your global desired position is, is to fill in the blanks in this sentence:


“[Your name] is known as the most sought after [insert magic power or superhero identity] in the marketplace.”


In marketing and sales not only do you want to be magnetic to the clients that you want, you want to be repulsive and repellent to the ones that you do not want.


Here is my authority statement for my personal brand…

Shaun-Patrick is known as the most sought-after entertainment and media consultant in the luxury-lifestyle business community. He is famous for creating immensely profitable digital marketing systems that also increase brand loyalty, positioning, and profits… without being obnoxious.


Here is my authority statement for my business…

SILHO is a community of entrepreneurs, founders, entertainers and business leaders whose vision is to help fulfill the mission of entrepreneurship – freedom, philanthropy, and legacy.


As you see, your business brand may not always need to have all the elements of the authority statement that your personal statement may need, and that’s perfectly fine.



The first thing I use a process called staging. This is essentially using marketing to control their opinions and feelings about you before they even have a chance to read your sales message or interact with you in any way.

Here are some examples of staging materials. These are things that people can see before they actually interact with you.


Blog posts. Blog posts by you are a great place to start with your staging.

Forum contributions. I know people who actually do the vast majority of their prospecting and client acquisition through answering questions on forums and We do it too.

Articles written by you. If you are ever approached by a magazine and they ask, “Do you want to do an article? Do you want to do an interview?”

Your response better be a resounding, “Hell, yes; I want to do an article and an interview. I will drive to your studio. I will take the time out of my day to do that. I’d be delighted.” Why? Because it’s good staging.

Video content. This is stuff they see of I’ll give you some examples in a minute.

Syndicated content: In this case, that means articles written by you in other people’s products and on other people’s If you can get your stuff in someone else’s product you are staging a buyer, which is perfect.

This means that someone has bought a similar product or service to you and now they are reading something written by you, which thus places you psychologically on a level playing field with the same person they just gave money to. That removes a lot of resistance for you – which is a big one.


Interviews with you is another one. Who you are interviewed by makes a huge difference and who you are interviewing can make a big difference.

Ad copy. It matters; what they see in the ad affects everything they do after clicking on the It sounds basic and it is. But there’s a twist to it that makes it more powerful. I’ll explain in a minute and show you an example.


Your indoctrination materials are what they see after you’ve set up proper staging for your audience to already think you’re amazing.


Launch videos: They’re launch videos to a degree; post opt-in launch videos. The stuff you see before you opt in to a launch series is pre-framing, but once you’re in the funnel those are indoctrination materials.

Webinars: are indoctrination materials to a degree and they can also be used as conversion mechanisms. We’ll talk about that in a minute.

Whitepapers/PDFs: Just like the one you’re reading right now. It’s a great way to start your marketing campaign and cement yourself as an authority figure.

Video: Well, video is a big one – if you’re not using video, you need to start. It’s not hard. If you look terrible on camera and you’re scared of being on camera, then don’t be on camera. Record your screen and talk. Not too hard. Not a big deal.


The purpose of the video was to strengthen that relationship so that, when it’s time to make the sale, the conversion is effortless.


Speaking of, what is one of the only two ways we can increase profits?


Way #1: Optimize your conversion

Way #2: Increase


Establishing goodwill, further establishing positioning does both. So you really can’t go wrong through this indoctrination thing.  Another thing is you establish trust. Why won’t someone buy from you? There are only two reasons why someone won’t buy from you.


#1: They don’t want Sometimes there’s not a lot you can do about that. Hey if they don’t want it – they don’t want it.

#2: They don’t trust you. Well we can do a lot about that. Indoctrination material establishes


 Incidentally all of this stuff builds intrinsic value:


The staging builds intrinsic

The positioning is a huge intrinsic value

Indoctrination continues to build that


And what drives price? Intrinsic value.


The goal of the conversion process is to make the sale while maintaining position and goodwill.  Blog posts can actually be part of the conversion process. The Conversion Triangle is simple. You make a video about something you’re selling and you put it on your blog.

The video does the selling for you, and there can be a link to the sales letter or order form below it. Then you simply send out an email telling them about your recent video blog post.

When you educate, the brain automatically assumes authority. And never underestimate the power of motivation and inspiration to retain position and create loyalty.



Your staging and indoctrination efforts have more effect on your conversion than all the tricks and tactics combined.



Case Study:

I use pre-indoctrination in this paid advertisement. In this case, I am using paid content on Facebook to ask for their advice, and display differentiation.

So, I’m being different because no one ever asks people for help in an ad.

They’re always like, “Hey, come here and get my stuff because I’m awesome.” Well, this is the polar opposite of that.


We are creating that positioning and staging right there on the opt-in page.


I simply asked people what kind of webinars they wanted from me…. So I can properly sell them things they told me they wanted.

What time of the day would you like me to do them for you?

 How would you like them to be done?

 What would you like to learn about?

 What type of business are you in?


Before they have any ability to even consider buying anything from me, all of these things are implanted.


By the time they get to the “thank you” page there’s a video of me saying…

“Hey, I made this video to say thank you for taking the survey and I’m showing you what everyone wanted to learn.  I also want to teach you a few things and then, I’ll offer something else that can really help you.”


If you want to dramatically increase your revenue and join the 1%, you need to rethink how this process can work for you.


How the process works….

At the start, I have my global desired position.

1. I started to promote that positioning through staging and indoctrination on both email and paid content on social platforms.

You remember what the global desired positioning was?

It was just three little parts: “Shaun-Patrick is different. He’s not like those other dudes. He is not just another internet marketing guy. He actually gives a damn. His stuff works. He can help me.”


2. Then they went to the website so they did all manner of They opted in, they took the survey, they saw the big ass whiteboard video – the one that gave them the survey results and invited them for further training; that converted at 50%. Awesome.

3. Then they saw multiple pitches, too. Well, two to be exact. But still multiple. And they converted pretty well.


4. The Survey Lesson VSL (Video Sales Letter) converted at 2%. Ridiculous. It wasn’t even a hard pitch.

5. And then there are more pieces to the puzzle. Those very people were invited to a webinar and at the end of this webinar there might be a completely unrelated pitch for a tiny group consulting

So, we have yet to see how it ultimately pans out but just think about this.


It was not just a promotion; I created an asset for my business and my brand.


How many deploy-able assets can I create in my business that consistently provide the income I want while maintaining my positioning and simultaneously building goodwill?


Building Your Mobile List:

We all know that the power behind any business is its customer list.  The more value you provide, the better your relationship with, and the more targeted customers or subscribers are on your list the more money you stand to make.  Now we just have to get people on that list.


Keep in mind that you may not be directly selling to this list.  The fact is, your subscribers will actually want to receive your mobile messages and will gladly patronize your business since you will be making relevant promotional offers to your list.  And because you can reach your list over and over again it becomes like pure gold, and they will quickly become repeat customers.


First rule; be kind to your list.  Don’t send junk messages.  Use your best judgment about the offers that you send, and don’t ever send more than two promotional messages in one day.  You have the power to negotiate some pretty good deals for your list and offer any deal you want.  Once your list starts receiving good offers, your subscriber list may start to grow on its own just through word of mouth. What this means to you is that as your list becomes bigger, it becomes more valuable. And when you are sending out high-quality offers, your list is going to get big fast. 


Abusing your list by sending too many messages or offers that are not relevant or invaluable is a quick way to diminish the value and size of your list, and your business will suffer.

A targeted list is really like money in the bank and with this system, you are going to build a list of highly targeted subscribers that are interested in receiving offers and daily special deals on their cell phones, in their DMs, on their time lines from your business. Once you have a list, you can get started with making special promotional offers.


One of the fastest ways to get started is to target geographically. Marketing to potential customers in your immediate area is a very easy way to use convenience to your advantage.  If you’re in a metro area in a major city you’re in luck.  The reason for this is there is usually a large concentration of restaurants, lounges, bars, and upscale sections of any major city.  Those businesses cater to the patrons in their immediate area and have a targeted demographic that you can easily tap into.

We all know that the most active mobile and social media participants are young adults from 13 – 29 year olds and the teen, college, and young professional demographics fit perfectly into that age range.  But for this we’re 21 – 35 year olds since they’re the ones who can afford to patronize upscale bars and restaurants.    


Young Adults

Valuing experience more than product ownership, this audience will appreciate the visually stimulating, lifestyle marketing that social media begs for.  Financially aware, socially, and lifestyle-conscious you’ll be able to win a large audience of followers by highlighting philanthropic, travel, fashion, and event-related experiences.  If your business or social messaging focuses on aspirational achievements and lifestyle this will be a no-brainer for you.

Getting Started:

Step #1:

Make sure you set up your social media profiles.  It is a must that you have two of the following accounts:
has the best engagement of all of social platforms.  
having a Facebook Fan Page & Group fosters community.    
video is the most powerful form of media.    
sometimes you will just want/need to use your words.       
has the most engagement of all young adults.

Do your best to acquire the same exact name on every social site.  It will be easier for followers, clients, and search engines to find you.

Upload your profile picture (use different pictures for each platform)

Find a creative and unique cover photo for each platform (can be the same)

You MUST have a compelling; be funny, cheeky, and quick-witted bio

Seed your account with no less than ten image-based and video posts before you start following people and marketing your account.



Step #2:

Get at least 10,000 followers on a single platform; I urge you to focus on Instagram.  Make this your primary social network.  The reason is for the level of engagement.  Instagram users are typically 58% more engaged than the users of the nearest competing social network – Facebook. And even though Tiktok can deliver a lot of engagement and followers pretty easily, it’s a platform where everyone can be a star, so who’s really a star?

And with the current political fight to legislatively ban TikTok no one knows if TikTok will still exist in its current form.  Since the proprietary algorithm that powers how content is discovered will more than likely change, navigating that platform could prove to be challenging in the near future.

While this is not hard to do most people are not aware of what it takes to make this happen really fast. Follow the steps listed below to maximize your exposure and grow your followers list to a number that is suitable for advertisers.  Our target will be 10,000 followers to start.  Using the chart below you will see what to expect advertisers to pay, per post, to market to your social list.

Strategize your work.  Having a solid plan of attack will make this so much easier for you and provide a structured flow of content for you to follow. 

According to a study conducted by Quintly in 2015, an average Instagram user posts once per day. Interestingly, users with a large number of followers post 2-3 times a day.  We at SILHO post no less than 4 times a day – every day – across all of our social media profiles.

This indicates that posting consistently gets you more followers. Posting content on a regular basis has become even more important since Facebook announced that they would introduce an algorithm-based timeline. If you want your content to stand out amidst the tidal wave of content on Instagram, consistency is key. So when you’re creating an Instagram content strategy, keep in mind the frequency at which you need to post content to keep your followers engaged.  The details for this will be released in another document.

Note: I know the next section will be very basic to most of you, but I had to make sure that even the very earliest of social media beginners can get started with the information in this document.

One of the first features that attracted many users to Instagram was the fact that you could add different filters to improve upon your original photo.  Instagram filters are still popular to this day. Using the right filters can lead to more views and engagement.

According to research conducted by Yahoo Labs and Georgia Tech, filtered photos are 21% more likely to be viewed and 45% more likely to be commented on than unfiltered ones.

But how do you decide what kind of filter works best? The researchers at Yahoo Labs and Georgia Tech found that the top filters to increase chances of views and comments are those that create:

Higher exposure

Warm temperatures

Higher contrast

Higher exposure was linked to more views and warmth had the biggest connection with comments. Interestingly, two kinds of filters had negative correlations – Saturation correlated to lower views and age effects were connected to lower comments.

The research findings make it clear that certain types of filters drive more engagement than others.



What exactly is user generated content and how can it help you get Instagram followers for free? Here’s a quick definition of user generated content (UGC) – brands selecting the best of the best user content from around the web and featuring it on their social media accounts while giving credit to the user.

Buffer grew their Instagram account by 60% in under three months by embracing and sharing user generated content. By using hashtags such as #BufferStories and #BufferCommunity and encouraging users to contribute content tagged with these hashtags, Buffer witnessed an exponential growth in their Instagram follower count.

Here’s a fun fact – Instagram reports that nearly 50 percent of all captions and comments on Instagram have an emoji.

Emojis are very popular on Instagram and users who use emojis with their posts often get a lot more views and engagement. Even brands have started embracing emojis and use it frequently to engage with their followers. So don’t be left behind. Start including emojis in your post captions to drive engagement and gain more Instagram followers.

Running a photo contest on Instagram can help you get more followers, drive traffic to your website, and even help you sell a product.  The popularity of Instagram hashtags makes it extremely easy to collect photos from followers around a theme. 

If you’re thinking that you need to announce an expensive prize to invite more participants, you are in for a surprise. Most users on Instagram will be happy with shoutouts and getting featured on your Instagram page.

Starbucks does an amazing job running photo contests. They give shoutouts to Instagrammers with the best pictures and feature their photos as cover photos on their Facebook page. 



It’s highly likely that TikTok, YouTube, Facebook, and Twitter are your primary social networks to connect and engage with your fans. A Buzzsumo study found that a couple of years ago, images posted to Facebook via Instagram  receive 23% more engagement than natively published images.  Nowadays, content should be posted directly to each platform for maximum exposure and distribution.

Make sure your existing fans know all of the platforms you’re on with cross-promotion. Instagram makes it simple to share your images to Facebook, Twitter, and other social networks, which could be a great tactic to get some extra exposure if you’re pressed for time.  I strongly suggest you take the time to post to each platform directly, or use a content distribution platform like to do all of your content scheduling, posting, and distribution for you.



Step #3:

Give yourself a running head start. There are so many services that you need when you’re starting out.  These are necessary services and things that seasoned entrepreneurs never tell beginners, but the list normally consists of the following:

$20/month – Web hosting

$20/month – Social media distribution

$Varies – Text message distribution

$150/month – Email distribution and automation

$20/month – ChatGPT, Gemini, or another AI platform (premium version)

$20/month – Shopping cart with bumps and upsells

$20/month – Calendly-style appointment setting application

$40/month – Hospitality booking application

$50/month – Affiliate management application

$200/month – Digital marketing courses (on-going)

$200/month – Growing collection of advertising swipe files

$4,000/month – Live monthly group consulting


What SILHO offers is an all-in-one solution for entrepreneurs to manage their digital presence, ecommerce, bookings, memberships and so much more.  You’re also able to create content and distribute it across social media, by email, by text, and soon by voice.  This is simply the easiest way to amplify your presence online from a single source… allowing you to amplify your authority, cement your brand, and attract more subscribers who can become paying customers. 

The most important services that SILHO provides are a content creation and distribution, a community of successful entrepreneurs from a variety of industries, and live consultation – to guide you through the ups and downs of this journey. 

And that concludes our shameless bribe!!  We’re really proud of what of what we’ve built so we just wanted to mention it here.  And of course, there’s no obligation to become a client or to buy anything, and we’re definitely not trying to be pushy about it.  If you’re interested let us know by visiting, but if you’re not, we hope you still enjoyed what you learned here today.


Now that you have at least 10,000 followers and fans you may be able to secure new clients, but I strongly suggest that you do not send out a bunch of messages in one day.  Keep a schedule (in Microsoft Outlook, Google Calendar or any other scheduling system) of all of your clients and the messages that are to go out on a particular day.  Work with your clients to have their promotion schedule work with your advertising schedule. 

Do your best to make sure that you don’t send more than two promotional posts per day to your subscriber list.  Anything more than that will easily prompt your subscribers to remove themselves from your list – or unfollow you.

I’ve done this several times and have been pretty successful using this system in different cities.  And soon we’ll be expanding SILHO to offer multi-channel marketing services to high-end restaurants, hotels, and clubs. We have a nationwide website and a full software platform system that will make this so much easier for me as well as for you.

Mobile messaging, paired with social media and email have proven to be some of the most successful, multi-channel campaigns I’ve ever created.  I’ve successfully gotten a 92% open rate on all of the messages that I’ve sent and no less than 12% conversion rate – on the WORST mobile campaign I’ve ever executed. 

Mobile coupons garner some of the best conversions of all text message-based promotions (usually 28% or higher).  Making and delivering on these promises to your clients will quickly have them calling you back for more messaging campaigns.

The same can be done with social media – if and only – you consistently provide real value to your followers.  Posting messages and pictures about your mundane, everyday life will not keep your followers engaged.  Always focusing on yourself and your promotions will come off as self-serving and people will quickly tune you out.  You have to make sure you’re always providing value to your audience so when you finally ask for a sale they’ll be more inclined to accept your offer.

Getting the attention of local business owners is easy and not so easy at the same time. Easy, because you can reach out to everyone via inbox/DM on most social media platforms.  Easy because you can literally target your ads to their industry, in your area, making sure your desired potential client sees your message.  Hard, because one of the most effective things you can do is send a simple letter in the mail to them.

Of course, this is not that difficult, but it does take more effort – and the cost of a stamp.  The best part is, no one else will do this so you’d actually make more of an impact by sending it.

Setting this up and talking to business owners/managers in person is very easy to do and is not as difficult as you might think.  But I do understand there are a lot of people that don’t want to have in-person conversations or may not be able to get around to all of their potential clients.  It’s easier than you think to reach all of your potential clients without ever having to leave your house.


You can simply use a directory (SILHO is a directory of premium restaurants, hotels, clubs, and experiences in most major cities) and look up businesses in your local area. Write down any business that you want to target, but it is easier to go after the businesses in your area.

OR you can look through Google and find all of the businesses in an area that are of interest to you. com and are great sources for local information as well.  Don’t forget to use your local newspapers’ web sites as well.  I know these are less than expected recommendations – seemingly a little outdated, but try it for yourself and see what fruit they yield.  

And it doesn’t matter if your prospects have a web site or an email list. You can provide value with their list or with your own list. Once you have your list of about 20-25 businesses all you need to do is start sending them this letter:




I’ve recently done a competitive analysis of several businesses in the area and have compiled a report showing the traffic and sales among them.

In the report you’ll notice that two nearly identical businesses had dramatically different monthly sales. Would you like me to show you how the one that made the most money got so many great customers and how your business can achieve the same?

I’m happy to help you design a custom marketing plan for your business, identify your perfect target market and show you how to present offers that will help increase your immediate revenue. There’s no cost to this and there’s no obligation of any kind.

I offer this free service because I’m a local foodie/promoter/concierge/brand advisor/business consultant and I focus on the [INSERT YOUR VERY SPECIFIC LOCAL CITY]  [INSERT VERY SPECIFIC BUSINESS TYPE] (ie. Irving, TX {not Dallas, TX} used car dealerships) exclusively. And there’s a good possibility I have the right guest list who might be interested in patronizing your business. So if you find value in the help I give you, you might want me to market your business for you.

With that said, please understand that I’m not offering a sales pitch in disguise. I promise not to pressure you or pester you in any way at all, in fact, if you feel like I’ve wasted even one second of your time let me know and I’ll immediately [WRITE YOU A CHECK FOR $X OR IMMEDIATELY SEND A POST/TEXT/EMAIL TO MY FOLLOWERS/SUBSCRIBERS ABOUT YOUR BUSINESS TO 10,000 POTENTIAL PATRONS ON YOUR BEHALF – ON MY OWN DIME].


Now wait a minute, before you go any further, you need to know that I can’t help everybody. I can only be of benefit to people whose business properties are [IN THIS SPECIFIC AREA, TARGET THIS TYPE OF CUSTOMER, HAVE A CUSTOMER LIST, HAVE AN ESTABLISHED SOCIAL MEDIA PRESENCE – OR ANY OTHER CRITERIA YOU SET].

If you want to schedule a planning session with me, simply [VISIT THE LINK OR CALL THE NUMBER BELOW]. When you click, you’ll see a form with a few questions about your business and what you’re looking to accomplish. Once I have that information, I’ll do some market research for you and we’ll set up the time to go over it together.


Thank you,





As you see getting started with social media and mobile marketing is very simple and easy, but can me made even easier.  Now that you know exactly what to do you can get started by targeting users in your local area and in six weeks or less you should have your first check.  This will also work by targeting a young nightlife audience.  Party promoters, restaurants, lounges, clothing stores and even dry cleaners will be tripping over themselves trying to get on your list.

Think about the entertainment habits of this group. 

They go shopping for outfits to wear for the evening (boutique).

They meet up with their friends to have drinks and/or dinner (lounge or restaurant).

Next comes hours of dancing and sweating in smoke-filled night clubs (clubs).

Just imagine how you would need to take your brand new clothes to the cleaners the very next day to get that smell out (dry cleaners).

Do you see the enormity of this opportunity? If you approach your business strategically you can conquer your entire local market and targeted demographic by understanding their habits. We believe in this so much that our new venture follows this model to the tee.


The Platform:

Now imagine having a complete all-in-one system that does most of the heavy lifting for you.  A platform that is a perfect mix of social media list building and advertising revenue generation; a platform that collects your clients’ payments and help you sell access to your list; a platform that will allow you to set appointments with your clients so you can manage your calendar from any device.  This is virtually all you need to catapult your digital marketing efforts.  This platform will automatically help you manage your clients and your subscribers all in one control panel. 


It will cut your out-of-pocket social media, email, and  mobile marketing expenses in half!

Your Next Steps…

If you’re interested just click the link below to receive a very special offer just for those of you that made it this far.


Before we go, I have a confession to make.  Sometimes I get a little carried away. I have a tremendous desire to deliver the best insights and business advice humanly possible.

I receive a lot of great feedback from clients and observers that my software and strategies have literally transformed their businesses. And hearing stuff like this makes me feel great.

So if this document seems a little overwhelming, I apologize.

I started editing it down, but I couldn‘t really compact it anymore. There are just too many things you need to know in order to get started and make some money as quickly as possible. And, if you haven‘t noticed already, when I talk about business success, I don‘t just mean a few hundred bucks here or there. I‘m talking the business of your dreams. And in order to achieve that dream, it takes more than just hard work and common sense.


I’ve poured a lot into these pages, and if you study them carefully, many ―secrets of building a profitable digital marketing company can be realized. But I also realize that the path to building the business of your dreams is a journey and not a destination. So I know we‘ll be in touch soon. I’ve got some more killer stuff on the way.


To Your Continued Success,   

Shaun-Patrick Parsons



P.S.S. I think you‘ll agree I‘ve put a lot into this document. So I very sincerely appreciate you sharing The Parsons Credo with your friends at

Your Next Step: And as my gift to you I want to offer you something special.  Just go to to join other entrepreneurs and social media stars and start making money with social media, email,  and mobile marketing.