Create a Vision. Generate the Desire. Take Action. Never Quit

Scott Britner

Brought to you in partnership with Rod Beckwith - http://mrjv.com

Education: High school, computer technical school, and U.S. Army officer candidate school

Year Started Business: 2003

Type Of Business: Information provider

Target Market: Depends on the niche product he's developed: Headline Creator Pro (Feb 2003) targets advertisers/marketers or anyone who writes ads or sales copy; Britner Foundation (Jan 2004) is designed to help improve the lives of hearing-impaired children and their families around the world; and Million Dollar Mission (Aug 2004) is for success-minded people with a desire to learn the six-key Million Dollar Mission strategies to enhance the quality of their lives.

Number Of Employees: One full-time employee (wife Melissa) and multiple contractors/freelancers

Best Month (Gross Revenues): Headline Creator Pro grossed over $30,000 in its first month

Hours Worked Per Week During Startup: 30 to 40 hours during the launch of a product

Hours Worked Per Week Now: 15 to 20 hours after the launch of a product...to build relationships, enhance marketing campaigns, and plan the next product

Favorite Business Magazines: Entrepreneur and Business 2.0

Favorite Business Books Or Authors:

Anything by Jim Rohn - "He has been my greatest mentor."

Think and Grow Rich, by Napoleon Hill - "It has continued to provide inspiration for over 20 years."

Money On Demand by Jason Oman and Mike Litman - "It provides the step-by-step formula for infopreneur success."
Relaxes By: "Playing with my kids. It helps me relax and reminds me of the most important things in life. I only 'work' so I can have more time with my family."

Keeps In Shape Physically: "I try to maintain a low-fat lifestyle and ride an exercise bike at least three times per week."

Favorite Part Of The Job: Building relationships - "Although I'm an 'introvert,' I just enjoy finding new creative ways to partner with other people and build a great long-term relationship with them. It's not about a 'business transaction'; it's about a long-term mutually beneficial relationship."

Least Favorite Part Of The Job: "People who just 'don't get it'. Sometimes I let the one or two negative people who come into my business (partners or customers) to derail me. Then one of my mentors will remind me of all the positive things I'm doing to help others. Thank goodness for the positive relationships in my life."

Companies Admired:

Apple - "Steve Jobs is a pure, 100% genius. While Microsoft has been embedding itself with the business market, Steve Jobs and Apple have been building the multimedia poowerhouse for the new millennium. Be sure to check out Here's To The Crazy Ones at http://www.apple.com/thinkdifferent/."

Wal-Mart/SAM'S Club - "Sam Walton was one of the greatest businessmen who ever lived. When you study the humble beginnings of these now mega companies, you realize that anything is possible when starting with just a vision."

Favorite Quotes:

Some men see things as they are and ask, 'Why?' I dream things that never were and ask, 'Why Not?'- George Bernard Shaw

Whatever you can do, or dream you can do, begin it. Boldness has genius, power, and magic in it. Begin it now. - Goethe
The Person Who Most Influenced His Life: "My wife, Melissa. She over came great hardship in her childhood to become a wonderfully successful soldier, student, wife, mother, and beloved friend. She's proof that 'environment' is no excuse. When her country needed her, she served as a military police officer. She served two overseas missions and performed above the call of duty in many cases. Duty, honor and character are still alive and still matter. Although she does not always understand 'what' I do, she has supported me in more ways than I can ever repay, but I'm trying. She's my Life, my Love and my Inspiration."

Heroes:

President John F. Kennedy - "Although I was not born until six years after his death, I have studied his life in great detail. He was able to use the 'power of his words' to move a nation and the world. His words were enough to bond a nation, end a nuclear threat, and take 12 men to the surface of the moon. That's the power of words.

Astronauts - "To me, astronauts are the symbol of doing what you love no matter what. They know they could pay the ultimate price, but they do it anyway. The desire to explore and to go beyond what others have seen or done is part of the human spirit. It's such a shame that many people never get the chance to really 'experience' life because they're too busy living their lives like the donkey chasing the carrot."

Special Business Achievements/Honors: "I won the Circle of Excellence Award for a software application I developed for a major financial services company."

Number of Months Before Achieving A Profit: "I was profitable the first month because of the relationships I had built."

Books/Tapes/Reports Authored: Headline Creator Pro - http://www.headlinecreatorpro.com/ and Million Dollar Mission - http://www.milliondollarmission.com/

Contact Scott At: Phone - 252-754-0793; e-mail - sbritner@MillionDollarMission.com

GETTING STARTED TIPS:

I'm starting a home business next month. I have a maximum of $3,000 in startup capital. Where should I invest it?

A. Invest in a freelancer to help create your product (if you don't already have it developed). You can find ghostwriters, software developers, etc. at http://www.guru.com/.

B. Ask around and find out "THE" book on your type of business and purchase it. Read it thoroughly and, if necessary, purchase other products by the expert author. The easiest way to get started is to simply follow the documented steps of someone who has already achieved success in that area.

C. Invest in a "proven", expert direct sales copywriter...someone who has proven their ads and sales letters produce profitable responses. I would suggest signing up at: http://www.briankeithkillercopyclinic.com/.

I've just started a home business. My spouse has given me six months to make it work. Any advice?

Go to: http://www.all-in-one-business.com/passive/ and get the Passive Income course from Kevin Bidwell and follow each and every step. E-mail him, call him, and see if he'll mentor you through the process. It works.

They say it takes money to make money. Should I try to get a small business loan for my startup capital or just try to get by with my own limited finances?

After seeing the incredible response of combining copywriting and the Internet, I would suggest NOT getting a small-business loan unless you're actually working on a project that requires it (i.e., opening a restaurant, etc.). I would start with your finances and get some passive residual income started via a Website/expert copywriter and then use that as your financial foundation to move on to larger projects.

TECHNOLOGY & TOOLS:

How quickly do you adopt new technology for your business?

I adopt new technology WAY ahead of the curve but ONLY because I'm a techno-geek who keeps up to date with all the latest initiatives. Now, let me clarify this—I do not implement technology for the sake of having new technology. I only implement technology that I know I can add AND support. Having new technology is only helpful IF it supports your business vision. I'll be using multimedia technology where it makes sense for my business. I don't think that will be in the direct sales letter (although it must be tested), but it could be in a membership site, a bonus product, etc., something that supports the customer in using your product/service.

Do you utilize Fax-on-Demand? How do you use it?

Not yet. I will be using an online fax-on-demand service for press releases as I continue the rollout of Million Dollar Mission and future products.

How do you use e-mail in your business?

I use e-mail for providing an autoresponder "e-courses," "special reports," etc. and for sending links to my online newsletter. Having an e-mail or online newsletter is ESSENTIAL for building a relationship with your customers. Remember, it's about long-term relationships, not "business transaction."

How do you utilize the Internet?

I use the Internet for my direct sales letters (promoting my products) and for my online newsletter. I use it to research new products or add-ons to my existing products. I use it for relationship building, using http://www.ryze.com/.

How many of your own Websites do you have? What do you use your Websites for?

I have 17 registered domains. Some are for products/services I've developed or assisted with developing. Some are for future products in development. One is for my online newsletter. Some are for "testing." One is for "tracking." As an information developer, I love to test and track information, so I have sites set up for various reasons.

Do you use autoresponders? How do you use this tool in your business?

I primarily use autoresponders as a way to build my e-mail list. I offer free e-courses or reports (based around the product I'm promoting). If at least 10% do not take your free offer, then you need to continue to tweak it until you surpass that mark. Look at it this way: if 10% won't take something free from you, then how would you expect them to pay for your product? I use pop-ups, pop-overs, signup boxes on the sales letter, my e-mail signature file or forum signature file, etc. to get people to sign up for the autoresponder.

Describe your computer system and how you use computers in your business.

I LOVE this question. After I answer this, no one will be able to use their computer as an "excuse." When I created Headline Creator Pro (that grossed over $30,000 in one month from the day the Website was launched), I had an old Pentium 433mHz PC. This computer was ancient, yet I developed a Macromedia Flash software product that has been called one of the most useful pieces of software in the world and achieved my $10,000 goal (to buy my children new digital hearing aids) in just 18 days. I now have a laptop, cable modem and wireless connectivity. I cannot stress this enough—just get started with whatever you have at your disposal. If you don't have it, borrow it. Just get started!

What software do you consider in the "must-have" category?

Anything produced by Macromedia.com (Flash, Fireworks, Dreamweaver, Cold Fusion, etc.) This is THE software brand of choice for me. It's not "necessary" for the average person to get started, but it's necessary for my sanity. If you're writing sales copy or ads, then you need Headline Creator Pro to help you through the brainstorming phase of creating headlines. (Sorry for the shameless plug…)

What other technology do you use in your business?

All I need for my business currently is a PC (whatever is available) and an Internet connection. I'd prefer to have a high-speed connection and my Macromedia suite of software, but I've developed Websites using Windows Notepad. Don't make it harder than it has to be.

Name up to five personal favorite business URL's our readers can benefit from:

http://www.guru.com/ - to find freelancers for your business.
http://inventory.overture.com/d/searchinventory/suggestion/ - to do keyword research for your niche market.
http://www.mrfire.com/ or http://www.briankeithkillercopyclinic.com/ - for copywriting assistance from the master experts.
http://www.godaddy.com/ - for registering domain names.

Of all the technology you use, rank the top three.

Computer - it's number one because I need it for my information product development; the Internet - it's number two because it's my primary marketing medium at this point (although that is changing with my new projects); and Macromedia.com software - it's number three because it makes my product development SO much easier.

MARKETING/ADVERTISING:

How do you market on the Internet?

I use Google Adwords; I use ezine advertising; I use articles to promote my products, and I use endorsement marketing from other ezine list owners.

Approximately what percentage of your sales originate from Internet marketing?

At this point, 100% of my sales are Internet-based. However, in 2005, I envision that moving to at least a 70-30 split, due to the types of projects I'm working on.

How do you market through direct mail?

I don't at this point. However, I will be rolling out direct mail campaigns in 2005.

How do you market in the print media?

I don't at this point. However, I will be rolling out a print marketing campaign in 2005.

How do you market via broadcast advertising?

I don't envision a broadcast marketing campaign until at least 2006.

Where do you market? (locally, nationally, internationally, all three?)

Using the power of the Internet, I do international marketing. When using Google Adwords, I do target to English language on an international scale.

THE HOME OFFICE:

How should someone set up his/her home office to maximize its effectiveness?

Everyone is different with different tastes. For me, the most effective set up is to have a desk with a PC (and maybe a printer) with a LOT of "work space." As I mentioned before, don't get "fancy" with a new desk and printer and fax and phone, etc. Just get a desk that suits your needs, a computer, some basic office items (pens, paper, etc.) and GET STARTED. Once you start making some money, you can worry about upgrading to a "fancy" office.
Oh yeah, I NEED a comfortable chair.

What, if any, ground rules have you established for yourself and family in order to operate a successful home business?

The beauty of my home business is that I can do 90% of my work with my family and kids all around me. I'll sit with my wireless laptop in the living room watching TV with my family while I'm creating products, websites, do research, etc. I've taken calls from customers or partners while watching Cartoon Network with my kids. This is MY business. I only want relationships in my life that balance the fact that I'm a father first. If they just can't accept that then I use the most powerful word in business: "Next."

If it's a teleseminar or other business call that I need quiet for, I let my kids know what I'm doing and go in my office and shut the door. Even at 7 and 8 years of age, they understand and respect my privacy during that time. Hey, when you celebrate major accomplishments with a week at Disney, they know how to answer the question "what's in it for me?" I try to spend time with Melissa once we get the kids in bed. Then once she's asleep, I delve into heavy production. I do my best work between 11 p.m. and 1a.m. I wouldn't recommend it to everyone but it works for me.

The key is don't dismiss your family to do your business. Include them. Let them know what you're doing and what's in it for them. They'll be far more supportive and active in helping you get the time you need.

What are some of the advantages to working at home? What are some of the disadvantages?

Disadvantage: lack of interaction with people. If you like being around people, it's hard to work at home. However, with Tyler and Destiny being involved in gymnastics, softball, football, basketball, baseball, tae-kwon-do, etc. I get plenty of people interaction. Advantage: more time with your family; more freedom to work when you're in the mood, not just between designated hours of the day; freedom to take care of things that pop up without having to take a day off; and the comfort of your home versus an office.

MANAGEMENT STYLE:

What part(s) of your work do you farm out?

I make it a point to farm out everything that doesn't make financial sense to do myself. For example, I farmed out mowing my grass when I realized I could hire someone for $12.50/hour. When I compared that to how much I make per hour in development and marketing, it's a no-brainer. From a business standpoint, I've farmed out Website development, copywriting, graphic design, etc. Even though I enjoy doing everything, for the sake of time it's necessary to get other professionals to help so you can get the product launched quickly or get higher sales conversion rates.

What part(s) do you feel should never be farmed out?

For me, I will never farm out the "vision." I was a born visionary. I can see it plain as day. I know exactly what I want to create and where I'm going with my business ventures. No one else could ever do that for me. Find that one key element that no one could ever do for you and never give it up. Maybe it's the copywriting. Maybe it's the product development. There's nothing you cannot pay (or barter) someone else to do for you, but everyone has at least ONE element that's near and dear to their heart that they should never let someone else do.

Do you encourage or discourage Partnerships?

Partnerships are ESSENTIAL! I cannot stress this enough. No one has ever become a success alone. Every great success has had the benefit of partnership leverage. Nothing will grow your business more quickly than long-term win/win relationships. Remember, long-term mutually beneficial relationships, not business transactions.

Do you encourage or discourage hiring family members?

Don't hire family members just because they are cheap or because they are family. This is your business, your livelyhood. Do what makes financial sense for your business. Evaluate everyone the same, whether they are family or not. There are some of my family members I will hire as I grow my business for their expertise. There are other family members I know I would never hire. Just make sure no matter who you hire that everything is laid out specifically about their duties and your expectations for them, and you'll be fine.

When legal issues arise, what's your usual response?

Find an expert lawyer and follow his or her advice. When in doubt, find an expert and do what works.

MONEY & INVESTMENTS:

What are the advantages of earning a lot of money. What are some disadvantages?

Disadvantage: none (some will say taxes, BUT who cares if you have to pay more taxes if you're making more money?) Advantage: YOU now control your own life and your future. Enough said.

Best general tax advice?

Hire (or barter) to find an expert CPA. Luckily, I have one in the family.

Best general investment advice?

Hire (or barter) to find an investment expert. This is NOT just going through the Yellow Pages but thorough research to find the best. Find investment professionals who have well-documented success. This is your money, don't just give it to anyone.

You're in business already, and you've just received a windfall of $20,000. What would you do with it?

Invest the majority back into the business (to continue to earn more); invest some in an asset that will produce residual income. Invest some in a family celebration. I think it's key to continue to grow your business, grow your assets, and ALWAYS celebrate your victories.

THE ROAD AHEAD:
In five years I'll be...

a millionaire (with $1,000,000+ in liquid assets)

In 10 years I'll be...

The Marketing Director for a multi-million dollar, for-impact Britner Foundation organization helping to improve the lives of hearing-impaired children across the U.S. and around the world. (In 20 years, I will have made sure that there is a financial foundation built under the Britner Foundation that will allow it to continue to grow and thrive long after I'm gone from this world.)

POWERFUL IDEAS:

What was the motivating factor that drove you to start your own business?

I needed $10,000 to buy my son, Tyler, and my daughter, Destiny, new digital hearing aids. I HAD to do it and then I fell in love with the opportunities to help others.

What role, if any, did your family play when you were getting your business off the ground?

They WERE my inspiration. When it was 1 a.m. and I wanted to quit for the night and go to sleep, I would walk into their rooms and watch them sleeping. I would picture how their lives would be enhanced with the new digital hearing aids, and I'd go back to work until at least 2 a.m. I wasn't doing it for the money, I was doing it for them. It made all the difference.

What motivates you now to continue building your business?

I'm now motivated by all the other people I can help through the use of my products and the use of the profits from my products. Some benefit by using my products and others are benefited because I invest a part of all profits into the Britner Foundation to help hearing-impaired children and their families. I just Love the thrill of improving people's lives!

What's the best thing about being self-employed?

Freedom to choose; freedom to "live" life, not just survive it; and freedom to create my own paycheck.

How often do you read books and/or listen to or watch tapes for improving your business skills or knowledge?

Everyday. Not a day goes by where I don't at least read a few pages, listen to a motivational tape, etc. The more you learn, the more you earn.

The most underrated activity in business is…

Networking with others and building your relationships. This is the most powerful leverage you'll ever add to your business as long as you do it correctly. Remember, think long-term relationships versus short-term financial gain.

The most overrated activity in business is…

Traditional advertising. Every day we watch billions of dollars being spent on advertising that does not work. The only advertising that works is correctly implemented direct-response advertising. You can track it and know immediately whether it's working and adding value to your business.

What was the biggest obstacle you had to face when you were launching your own business? What's your biggest obstacle now?

Initially: Starting from scratch. I had just enough knowledge to make me dangerous. I knew I had to start as if I knew nothing. I had to partner for everything I needed to get started. Now: Finding partners for my new products who are not in the same scope as some of my earlier ones. It's just like starting over again, but I've done it once and know that it can be done again, and again, and again.

If you had to start your business all over again, what would you do differently?

I would have spent more time researching each partner. I spend a lot of time working with a few partners who drained my time/energy because I believed what they were telling me rather than researching their track record. It was a hard lesson to learn, but I'm better off for it.

What was your worst business decision?

Developing a product without doing my research first. Always find a market for your product. Don't develop a product for a market. There are so many ways to test the value of a product before you actually create it. I had a few subscribers ask for something, which I translated into "everyone" must want it. I developed the product and then had to leave it by the side of the road because it had no real market value. Oh, well. The fastest way to success is to just fail faster. Onward and upward.

What was your best business decision?

I was lucky enough to be able to partner with Ben Prater (Software Secrets Exposed). He was the most amazing asset in my business success by mentoring me through the creation and marketing of Headline Creator Pro.

What do you consider to be the main keys of your success?

The keys are expanded on in the Million Dollar Mission Training:

A.) Master Your Mind
B.) Choose Your Mountain
C.) Generate Your Passionate Purpose
D.) Chart Your Financial Course
E.) Build Relationships You Need
F.) Promote Yourself

You can get a 40+ page free Million Dollar Mission Training letter at http://www.milliondollarmission.com/.

What about you has changed the most since finding success in business?

I use to "think" that anything was possible as long as you had a clear vision and the desire to take action. Now, I KNOW it to be true. I've now become an example to others that you can start from nothing and achieve whatever you want in life. That's a powerful thing—to be a role model to others. I'm excited every time someone e-mails me or calls me and tells me that my story is responsible for them getting started. I love it!

What is the legacy you hope to leave?

The Britner Foundation (http://www.britnerfoundation.org/) is my legacy. It will have a positive impact on the lives of children. My children—with moderate to severe hearing impairments—are living proof of the resiliency of the human spirit. Tyler has a High-Blue belt in Tae-Kwon-Do in just 10 months. He placed second in his first Tae-Kwon-Do tournament. He's played soccer, baseball, basketball and even football. He's achieved star student status many times at school and is achieving age-appropriate levels in most areas. Destiny is a competition gymnast (earning bronze at the North Carolina State Games in 2003 and 2004 - with a No. 1 placement on the floor routine). She is the 2004 Watermelon Festival Queen. She's a performing dancer. She's played soccer, basketball, and softball. She's achieved star student status and is achieving age-appropriate levels in most areas. I want to pass along that hope to other children with hearing impairments so they will never think they cannot achieve anything they want in life. And I want to ensure the parents that their children's lives are not "over" as I thought when Tyler and Destiny were first diagnosed. That's my legacy.