Interview with Ken Mathie By Cort McCadden Oct 5, 2005

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With me today is Ken Mathie. Ken is the creator of the hot new subscription site Home Biz Niche as well as the Ebiz Store. He has an incredible amount of pratical information to share. Plus he's giving away a super gift to DEMC readers. So be sure to continue reading!

If you missed the last interview I did for DEMC with Mark Joyner, you can still check it out: Exclusive Interview with Mark Joyner. Plus, I have arranged for you to gain free access to Mark Joyner's Simpleology 101 course.

Now let's find out what real world insights Ken has for us.

Cort: Ken, I know that you are one of the pioneers in Internet Marketing; however I would like to know what you did before your Net involvement. When was this? What got you interested in the Net?

Ken: Thank you for your glowing introduction, Cort.

Interesting question, you are the first person to ask what I did before my involvement online.

Thinking about that part of your question, I find it strange that nobody has ever asked, one would think you would like to know a little about the person you are going to do business with.

I was a butcher, a dedicated meat man just like my uncle and grandfather. I grew within the meat industry as an owner/operator of retail and wholesale butcher shops.

I purchased my first shop way back in 1976, grew the business to four retail shops and a wholesale department, supplying hotels, supermarkets, restaurants, and servicing government contracts.

Then in the very early 90’s I suffered my first heart attack, the cardiologist advised I should wind down sell all and retire, the only problem I had with that was, money; who would feed my wife and four children and make the house payment.

Not very practical are these cardiologists, but I should have heeded his advice.

I did slow down, but alas not enough, I suffered my second attack in 95’ and that forced the sale of my remaining business. Had it not been for the two heart attacks, I most likely still would be serving up the weekly chops and steak today.

What started my interest in the net?

Well when you are used to working 18 hour days, six days a week, and all of a sudden you are sitting at home taking the advice of your doctor and doing little or nothing at all, life is a real turn off.

What was left of my heart, was jumping all over the place, I was suffering angina attacks daily, then thankfully after a period of about 6 months I started to stabilize and would mange to get through weeks at a time without angina attacks, so I naturally felt physically a lot better.

Then I found myself becoming horribly depressed sitting around and soon realized I had to find something that was not physically demanding to interest me, so I started to investigate ways I could set up a business online. Funnily enough at the time I thought it would not be stressful, boy was I soon to learn that was a huge mistake. Ha! Ha! Ha!

Cort: Did you see the value of Email Marketing almost immediately after it appeared? What made you get involved with Email Marketing?

Ken: Not at all, I very well recall my disastrous start. I lost nearly $5000 in my first twelve months and only managed a small handful of sales. I made the same mistakes I see so many small business operators and individuals make today.

For some unexplainable reason I did not research the how to’s of this new business medium. I felt that armed with the vast experience running an offline business, I just needed a website, learn where to drive traffic from, apply good business principles and people would be knocking down the door to purchase from me.

After about twelve months I started to question my up line (I was involved in the health and nutrition business) and one of the very first questions I asked: “Who owns the leads that had been purchased through the MLM co-op?”

I was told that the leads were safe in the database, and although I had no control over them or the messages sent to the leads, in effect they were mine. So I requested a copy of the names and made it very clear that I wished to take control, use my own auto responder, and send my own messages.

They in turn made it very clear that was not to be and if I did not like it – goodbye. We parted company and that was the turning point in my business. I learned a valuable lesson that day, one that no one was teaching any members of this particular program - “the money is in the list”!

How many times do you hear it today and still, I see newbies playing with websites, buying traffic, hopping around like a demented grasshopper from program to program, wondering “why can’t I sell and make some money?”

Back to the second part of your question. I knew from that point, above all, I had to learn how to gather subscribers and manage my list. I went out found a mentor, learned just how to do that.

I learned I would need to contact a person at least seven times, and establish trust, if I was to make any sales. There was just no way you can be sure you will have the same person visit your website on a regular basis, find what they are looking for and purchase.

My main objective now at my home site, my hosting & responder sites is to capture a visitor’s name and email address, and from that point hopefully build a business relationship with what was originally, some one just looking.

The rest is history. Today 98% of all my sales are made from links in my weekly ezine, directing subscribers to a specific offer on a page at a website.

Cort: Ken, that is awesome! Ken, I know that you are as concerned about “Spam” as any other marketer.

Ken: Yes, Cort and to me the solution is one word – Education! In my opinion it is the responsibility of all marketers, ISP’s, free email account providers to collectively get this message across to consumers, and the consumer needs to accept responsibility and ensure they never, ever reply to, or purchase from ANY unsolicited mail.

Last year I published an ebook titled “Attack-Spam.” I originally published the book to sell online, then after serious consideration, I decided that I had a responsibility as an email marketer, to make this available to as many people as possible, that wanted to learn what they could do to take back control of their mailbox.

I decided to include it at my site as a free guide. Maybe a few of your readers would be interested in a copy. If so please direct them to Attack-Spam. There is no hard sell in this book and I guarantee, if you follow the advise, you will go a long way to cleaning up your mail box.

Cort: What are your feelings about Plain vs. HTML Email Marketing? What about the Audio and Visual Email?

Ken: While HTML is more attractive, I personally prefer to send all my messages in Plain format. I believe most consumers do not fully understand how to setup filters correctly and statistics show that plain email messages have more chance of by passing filters set by ISP’s.

I also post a copy of my ezine online at my Blog and my responder has RSS syndication, linked to my message sent archives.

I think the best option for email marketers wishing to display their message in HTML, is to send a short message advising their publication is available online at their site. This method also cuts back the number of links required in your message, thus the better chance of your message being delivered into the inbox as opposed to bulk folders.

Audio and Visual email I must confess has never excited me so consequently I have never looked in any depth at these options. I know there are a few email marketers that use them as high impact for one off special promotions, but I am not aware of any marketers that use this method consistently as their main source ezine of delivery.

Beside I am an old ugly Aussie with that familiar Aussie drawl, so you really would not wish to see or hear too much of me online.

Cort: What have been your biggest successes in your business and why? Failures? What would you do differently if you could do things over?

Ken: My biggest success? This is a difficult question.

No one particular project has been super spectacular. I am a fairly quiet conservative guy who is happy as long as there is stability and a steady income from my business, and that’s where I am at today.

The one project that always stands out in my mind is the JV when I partnered with our good friend Felix Ibay to establish, Do What You Love.net.

DWYL was not a huge moneymaker, but we managed to pull together loads of ordinary folk who had personal dreams and vision for their future. Felix had them write their own “about me” page, answer some inspirational questions that he had complied.

We then published their stories online at a website and these wonderful people were so inspired and excited when they read their own stories on their own page online, which was something most of them had never expected to experience.

Feedback told us that many of these people went on to start their own business.

It is difficult to explain in a few short paragraphs, but the point I am trying to relay is, that when you reach out and positively touch the lives of others, it is a great feeling and if the feedback is positive then you have attained success.

Cort: So true, Ken!

Ken: I have published an ebook “Ken Mathies Guide to Success & Prosperity” This may better explain my view of what success is. I invite you and your readers to download a free copy: Ken Mathies Guide to Success & Prosperity


Failed projects, plenty. The most recent a few months ago had me so depressed and disappointed, I almost gave up on Internet Marketing. The reason for the failure of this particular project was completely out of my hands and was the result of some actions taken by a third party.

The problem associated with consequences of this failure was I. You see I had gotten into a comfort zone, this particular program was going along great, producing a consistent income, and I had virtually put all my eggs in the one basket.

Ouch! Lesson learned! I am now busy restructuring my business to avoid this happening again. So even in a failure there are positives, if you learn from your mistakes or errors of judgment. You have gained a little more knowledge so use this to your advantage in future business planning.

Cort: Yes, my new friend Mark Joyner shared with us the importance of maintaining control. So what would you differently?

Ken: If I had the funds to back my business for say the first 12 months, I would invest in a complete program like Ken Evoy’s “Site Build It.” In hindsight the road to profit and successful business would be much shorter.

My second option would be a course, similar to that of the late Corey Rudls “Insider Secrets”

I think if you are serious about any type of online business, you need to make a positive investment in yourself right from the word GO! By that I don’t mean a lot of fashionable books and cds.

You need to get the complete package from someone who has made it in a big way and continues to grow with the Internet. This is so important and will make the difference between success and total failure in most cases.


Cort: More wise wisdom – mentoring! What would be your advice to Internet newbies concerning Email Marketing?


Ken: First. If you have a burning desire to make a real change in your situation consider the following:

Every business takes time to develop. Most off-line businesses take 3 years before they show a profit. The Internet is no different, although sometimes a little faster. Do not seek a quick fix to a short-term money problem on the Internet. You are better served seeking financial advice for short-term financial problems.

If you've decided to get involved in the email marketing game, you're about to embark on a very exciting and rewarding venture – growing your ezine – attracting new subscribers and even making some money along the way.

Here are just a few tips to help get you started.

* First you will need to establish a name for your ezine and write a good description. If you are not sure how to write your description, visit one of the many ezine directories online and browse the related ezine titles. Study the wording in a description/s that appeals to you. Once you get the idea, compose your own.

* Place as many subscription forms as you can at your site. If you visit my site at: http://www.kenmathie.com you will find a subscription form on every web page - last count somewhere around 50 pages and 50 sub-forms, the exception being article pages. I have a signature at the bottom of each of those.

* Write articles and submit them to article directories. Always include a link back to your ezine sub-form.

* If you are not confident to write articles, visit article directories and where permitted use articles of interest written by others. As your confidence grows, it will come natural to you and you will be amazed how quickly you can write your own copy.

* Deliver only quality information to your subscribers.

* When making an offer, be a little restrained. A good method is to announce your offer near the end of your message and in the PS. Be subtle in your approach.

* Never endorse a product/program just for the sake of making a sale.

* When sending a solo ad, write a few lines personally endorsing the product you are recommending.

* DO NOT buy cheap leads, if it sounds to good to be true – it is!

* If you are not sure where to start or how to setup, seek the services of an experienced mentor. The long-term benefits will far out weigh the costs of his/her services.

* Always remember that every person that subscribes to your ezine and stays with you, has put their faith in you to:
1. Be totally honest with them
2. Respect them, as you would expect to be respected.
3. Only recommend a product/program that you believe will benefit them and preferably one you use yourself.
4. Reply in person to a message requesting advice or assistance.

Keep these principles and do it right the first time and success will surely follow.

Cort: Wow, Ken you have shared some really helpful information and also you have some incredible parting gifts for DEMC readers as Bob Barker says on the Price Is Right.

Ken: Yes, I would like for DEMC readers to subscribe to my Prosperity Internet Marketing Bulletins where they will learn powerful Internet marketing concepts they can use right now! Informative articles written by professional marketers. Moneymaking tips and tricks they must use to increase their profits, and much more and they will also receive 6 Free gifts when they subscribe! Check Out: Prosperity Internet Marketing Bulletins

And that is not all. I also want to give DEMC readers another gift that will help them with their ezines. It's called Article Site Builder, which they can use and have, master resale rights. Please feel free to download Article Site Builder.

Additionally for 14 days after publication of this article DEMC readers can take a $100 discount on the entire package at http://www.ebizstore.net - cost to them will be $47 instead of the advertised $147. Here's the special DEMC discount purchase link:
http://www.ebizstore.net/demc-offer.htm.

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Cort McCadden is the co-founder of a new AV/TV production company called Avmagination that will be specializing in producing HDDVD – High Definition DVD – for “edu-entertainment” info products like his soon to be released Barter Wealth.

You can reach him at cort@avmagination.com and visit the website at http://www.avmagination.com to be on his mailing list to receive his newly updated FREE Ebook Survival Manual for the Third Millennium.

In this ebook you will find preparation for hurricanes, earthquakes, tornadoes, etc. Cort is a recognized authority on survival and has made appearances on Art Bell Coast to Coast.

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