How *Crap* Can Dramatically Boost Your Profits!

Warning this is a old John Reese article that I read earlier in the year that I liked and thought I would share.  Did you know you use up to 26 articles a year from

You’re about to discover something that I honestly believe

This is a concept that drives my marketing. This concept
continues to make me a small fortune. Today I want
to share this concept with you.

“Crap can make you rich.”

Don’t laugh. Let me explain.

The beautiful thing about marketing online is that we can achieve

We can put up some Google AdWords, drive some traffic, and
starting getting results in a matter of MINUTES.

I can essentially write a sales letter, include an opt-in form,
and create a little infoproduct to sell, all in less than ONE HOUR
and have it getting results.

Okay, so the product may completely STINK. i.e. it’s CRAP.
The sales letter may be nothing but CRAP too. And even if
someone DOES order, they’ll be getting that product which
is CRAP and most likely will request a refund. Heck, after all,
I only spent an hour on the entire thing.

But none of that matters. The GOLD is not in the crap itself, the
gold is in the RESULTS.

Everything in marketing has a “Cause and Effect” — everything.

If you put up the WORST CRAP EVER right now on a web site,
something WILL happen. And those results are what eventually
drives a few hundred dollars a month in profit, and eventually
produces several thousand dollars a month, and can eventually
create a small fortune.

Okay, so maybe your conversion rate will initially be 1 out of 1,000.
That’s okay. With enough data that 1 out of 1,000 will become
a solid average and that site will CONSISTENTLY produce 1 sale
out of 1,000 visitors.

Hey, welcome to a CRAP conversion rate. 🙂

Hehe, but seriously…

The point is this. There is tremendous value in a 1 out of 1,000
visitor conversion rate — no matter what the price of the product
is. No matter what the offer is. Why? Because it’s GUARANTEED
that you can IMPROVE upon it. You can make it better. You
CAN get MORE people to buy.

All you have to do is improve your marketing. Test small changes.
Try a few little tweaks. Improve it little by little.

Get better and better RESULTS.

Here is something I want you to engrave deep into your brain…

You will NEVER, that’s right, NEVER, launch a site or any
marketing that will be even 10% of “perfect”. You’re never
going to launch a site that starts pulling a 10% conversion
ratio, let alone 100%.

(And before you email me and tell me that a site you
launched pulled a 10%+ conversion rate, I’m not talking about
the results of a strong endorsement someone did for you. I’m
talking about an AVERAGE conversion rate from ALL the
traffic sources you point at your site.)

So why are you spending SO MUCH TIME to get that latest
project launched? What the heck are you waiting for?

Know this… everyday that goes by without you launching
your latest project is a day that you could be using to
test and IMPROVE upon what that project produces.

Yes, that means make you more money.

Your project will never be perfect. You could have always made
it better. You could have always done this or done that.


“The biggest piece of crap ever created and launched online
makes more money than an almost-perfect project that
was never launched.”

Is my point getting through to you?

The biggest mistake we entrepreneurs make is trying to
make our little projects PERFECT before we are willing
to launch them and see what they will do.

This can be the “kiss of death” for our businesses. Because
until we launch projects we don’t get any RESULTS.

What you need to realize is that RESULTS are the biggest
ASSET to your online business. Even the CRAPPY RESULTS.

Because the results are what tells us what is working and
what isn’t. And believe me, I’ve probably made MORE MONEY
from the results I discovered about things that weren’t working,
so don’t just think it’s all about what works.

So learn to produce projects on an ACCELERATED launch
schedule. Just get the sucker to the quickest version that
will allow you to launch it and start getting ANY results at
all. Then spend your time IMPROVING on the results.

Let’s face it. Many of our projects FLOP. It just happens.
People just won’t buy enough of something to make it profitable.
So we must move on and work on another project. Get it out there
and see if that one starts making money. Repeating the
process again and again.

But think about what I just said and realize something. If you
KNOW the reality that many of your projects will fail, why the
heck are you taking so long to find out?

It’s probably the same reason *I’ve* often delayed things… FEAR.

I’m AFRAID to see my “baby”, my special project, fail. But since
we’ve already come to realize that the reality of business is
that some projects WILL FAIL, we just need to GET OVER IT.

Put that CRAP together and launch it! Unpolished. Unperfected.
Ugly. Yes, I say let the crap fly! (no, not that crap.)

So get your projects launched absolutely, without a doubt, as
quickly as possible. Get SOME results. Any results. THEN
work on improving whatever those results are to increase
your profits.

If you are planning on doing JVs with people for your new
product, or rolling out an affiliate program for it, the
(as I will call it) still definitely works.

Here’s how you use it…

You put together your web site and product as quickly as
possible. Go jump on Google and buy some AdWords traffic
to point at the site. Start tracking the results — no matter
what they are. Make changes and TEST them. Continuously
work to improve the results of the site.

When you’re able to get the site to a satisfactory conversion
level, then and only then proceed with putting together JV
deals and really rolling out the product.

You know, the biggest kiss of death for an online marketer
can be to launch a product with JV partners WITHOUT having
first tested and improved a site’s conversion. Do you think
your JV partners are going to promote your next project
if the initial one completely FLOPS and doesn’t make them
any money? Absolutely not.


1. Create and launch crap.
2. Test that crap.
3. Improve that crap.
4. Make money with crap that eventually becomes non-crap.

Seriously. Don’t laugh. This process works. Again and again.
It has made me rich.

Learn it. Live it. Love it. Let crap make YOU rich.

John Reese is an Internet Marketing pioneer that has been actively marketing online since 1990. John has sold millions of dollars worth of products and services online and his network of Web Sites have received over 1.4 BILLION Web Site visitors since their inception. You can learn more about John, his home study courses, and subscribe to his free ezine by visiting:

(c)2003 All rights reserved.

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13 Responses to “How *Crap* Can Dramatically Boost Your Profits!”

  1. Jim Hardin says:

    Hey Jared!
    Interesting article. Makes me think ofdifferent things. Sometimes when I create a post I will sit for what seems like a long time creating it trying to get the words right trying to make it perfect. Then I think geez just post it already your not going to get any readers if you sit trying to make everything perfect and never post anything. I have drafts of several posts that I keep looking at, but never finish because I try to make them perfect. Maybe I should just post some of them and then work on them to make them better.
    Jim Hardin´s last blog ..Affiliate Links and Where To Get Them My ComLuv Profile

  2. Jared Little says:


    I have the same deal, some times you just need to look at it one more time and see keep it finish it or delete it. I have tons of crap I am finally trying to get ride of it and work on extreme focus for 2010.

    This year I just want to lauch and take action tweek it as I go. Thanks for the commets.

  3. Crap is everything, online and online. Go through the clutter to use what you can, and will succeed in 2010 and beyond.

    I still love Reese though… 🙂

  4. Agreed, but I like to think of it less as a crap product and more as a product that appeals to a very specific target market 🙂

    A low conversion rate is nothing to get frustrated about – it’ll still produce results in the end.
    Make Quick Money´s last blog ..How I Got 700 Unique Visitors Last Month? My ComLuv Profile

  5. Sire says:

    The biggest piece of crap ever created and launched online
    makes more money than an almost-perfect project that
    was never launched.

    This is so true, and the fact that so many people sit on their arse not doing anything but complaining about their lacklustre lives just proves it.
    Sire´s last blog ..How Amazon And The Power Of Keywords Can Increase Your Earnings My ComLuv Profile

    • Jared Little says:

      So true Sire, So true good to see you on here. This year I going to launch some crap. I going to try to do it right but the bottom line is I going to launch the best I can and tweet it as it goes.

  6. Sire says:

    Well whatever crap you choose to launch, I truly hope it's the best crap you can get your hands on. 😉

  7. Well it will at least be all original and I am going to give you a free tee-shirt. Everyone likes a free tee-shirt.

  8. Great article. Id like to see more articles from you.

  9. Hey there! Just wanted to say that this is one well written article! Thanks for posting this. I was looking for a site that has this kind of info and I'm glad I stumbled upon this one. 😀 Keep up the great articles.

  10. Hey there! Just wanted to say that this is one well written article! Thanks for posting this. I was looking for a site that has this kind of info and I'm glad I stumbled upon this one. 😀 Keep up the great articles.

  11. Aaron says:

    Honestly the only thing that is ever going to change our life in any way is by getting knowledge of thing we do. I do Forex trading and to be successful here I get knowledge and experience, it is easily achievable for me thanks to OctaFX broker with their lovely cTrader demo contest where there is 400 dollars prize on the line and that is seriously helpful to allow me to be successful, so that’s why I like it so much.

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