Episode #087: 60+% Believe You Can't Make Money Online | Savvy Musician Academy

Episode #087: 60+% Believe You Can’t Make Money Online | Savvy Musician Academy

00:19 CJ: Welcome to the Savvy Musician Present. That is CJ Ortiz. I’m the branding and mindset coach right here on the Savvy Musician Academy. So excited to be joined as soon as once more by her eminence, my favourite marketer, Leah McHenry. Leah, the way you doing?

00:34 Leah: Good, how are you?

00:35 CJ: Great. All is properly in your world?

00:39 Leah: Sure, loopy and great as ever.

00:41 CJ: I do know you get loads of stuff occurring. It may be a problem for us typically to take out these instances to do these podcasts, however we all know how necessary it's for our listeners, and to our listeners I say. Please depart us a evaluation. We covet your suggestions, so go to your respective participant and click on as many stars as they provide you. Write one thing very candy, well mannered, and brag on us so different individuals can discover it. And, in fact, you’re all the time welcome to go to our Fb pages, group pages, and depart a remark or query concerning the podcast once more. We learn all of those in our staff conferences.

Earlier than we get began at the moment, let me simply share with you a scholar highlight. That is from one in all our TOM college students. Now after I say TOM, that doesn’t imply Thomas. Meaning The On-line Musician, which is the flagship course created right here on the Savvy Musician Academy, which is about to be upgraded. We’ll speak about that a little bit bit later, however that is Michele Vreeland and he or she writes “Hashtag win. I spent the previous couple of days working my music web site and Shopify store. I did it whereas listening to Leah’s music, trendy Celtic goddess that she is. I had two Fiverr guys serving to me, one updating my web site, and the opposite one build up my Shopify web page.” Now Fiverr is a contract website for individuals who are questioning. “I made all the graphics by Canva and PicsArt. I’ve been following Leah for years, and at last in December, I made a decision to purchase TOM, The On-line Musician. 

“Earlier than that I’ve joined in on as many webinars as I may, grabbed golden nuggets from her to attempt to ‘reverse engineer’, as they are saying, her program, however to no avail. One factor I need to say, after years of listening to her podcast, after I lastly bought TOM, I used to be prepared. I knew my micro-niche, branding, colours, and tradition. So for me, I’ve been breezing by the courses. My first 90 days are fan constructing, so I wished my tempo to mirror that. It’s been an extended street for me, however now it’s all coming collectively.

“My imaginative and prescient for my model is obvious and the muddle I had earlier than is now an extended misplaced reminiscence. I've Leah to thank for that. Now I’m able to make movies and graphics for the adverts. Up to now, I used to be all the time lacking the easy component of construct and develop. It was all the time develop, develop, develop, however no construct, no backend to herald the cash. This appears like cash to me. I get to specific myself the way in which I all the time wished to. For these of you who're nonetheless struggling discovering your micro-niche, I say don’t surrender. Preserve making an attempt issues. See what works, what doesn’t. It took me three years to find and fine-tune mine. It’s value it. In the long run you’ll be so glad and excited like me.”

03:19 Leah: I like that. I like that she realized that you may’t maintain making an attempt to reverse engineer stuff at no cost primarily based off of free info podcasts. I imply, lots of people strive to try this, proper? They usually attempt to piece collectively random conflicting info even from YouTube, and Google, and websites. And what you find yourself getting is a conglomeration of conflicting info that’s not set in any specific order that leaves you extra confused, annoyed, and banging your head in opposition to the wall questioning why nothing is actually progressing for you. I’ve simply seen it too many instances. I’ve even performed it myself earlier than and realized, properly, that was dumb. I simply wasted a bunch of time. I may have simply adopted a system that was already put in place the place somebody already found out do it, in what steps, and in the fitting order, and that may have simply saved me a lot time, and what's my time value?

I feel that’s what individuals must resolve is what's your time value? I’m not making an attempt to plug this system, however I additionally haven't any downside doing that both as a result of I understand how a lot it helps individuals. I understand how a lot time it saves everybody. I understand how a lot time I spent and cash I spent to study all of these items and I’m making an attempt to do you a favor. I’m making an attempt that can assist you guys. I’m not making an attempt to only take your cash, however you bought to have pores and skin within the sport as we are saying, and individuals who pay, concentrate. In case you attempt to get stuff at no cost all over the place you even have zero dedication to it, proper? That’s simply the way in which human nature works, and that’s why we now have to cost.

04:49 CJ: That’s proper.

04:51 Leah: It’s as a result of there’s worth. We’re exchanging worth. We’re offering you an schooling and a service and reducing probably years off your studying curve, and in change we get your cash. I’m simply kidding.

05:08 CJ: Truly, I had this dialog simply the opposite day with a great pal of mine who’s a lead guitar participant for lots of main metallic bands on this planet. He has his personal private model, and he’s constructing his factor. He does loads of educating guitar classes and all of that. So I used to be asking him what his major downside was with college students and he mentioned, “The massive factor is that they’re making an attempt to piece collectively. They’re enjoying from YouTube movies.” And so we had been speaking about writing his copy and actually promoting his program.

And I mentioned, “Properly, what you must do is you must cling the albatross round that concept. So it is advisable to name it, it is advisable to say one thing like “when you’re uninterested in making an attempt to do one thing with the YouTube guitar academy…” you must begin tarnishing it in a method for individuals to know that you may’t get there as a result of all of those younger gamers are studying methods, however there’s nothing to place all of it collectively, such as you mentioned, like a system. There’s nothing to say how we get from, okay, simply sitting on the tip of my mattress enjoying these little licks and issues to writing music, being in a band, doing that full-time making that your profession. You'll be able to’t get there on the YouTube guitar academy for that. For that you simply want any individual like him.

06:26 Leah: That’s proper. I imply, as a lot as I like giving freely free info it is a enterprise. There are payments. We have now to maintain the lights on. There are employees that serve individuals. There’s loads of overhead concerned in any enterprise. So so as to maintain that operating so we will help individuals regularly we now have to cost.

06:47 CJ: Positive.

06:48 Leah: That’s simply the character of doing enterprise and providing individuals worth. And that’s our objective right here is to supply as a lot worth as we presumably can. This podcast is free, nevertheless it’s not free on the identical time. We’re taking day out of our schedules. There’s electronics operating, there’s energy, there’s Web, there’s payments, so it’s truly not free for us to do that.

07:11 CJ: Proper, sure. Properly, I feel, to be baldly stating that is when you who're listening have a gnawing on the within of you, a calling to music that torments you, that frustrates you, and also you don’t know get to the place it is advisable to get to, and you'd do something to unravel that downside, to lastly have a transparent path to your music profession, to lastly know what to do, what's that value to you? As a result of one thing that important you'll have to pay for. You’re not going to search out that in a ten minute YouTube video.

It takes a lot. You must study a lot. You must not simply study a specific program or what have you ever. You must then apply it to your specific model, your micro-niche, your tradition, your music, after which the coaches must work with you to see that performed. No matter it could be, regardless of the mannequin is you’re following, you need assistance. And if it may be organized in a method that’s complete, then positive, completely, individuals perceive that. Properly, I hope they perceive that since you’re not going to go to Berkeley Music at no cost.

08:21 Leah: Oh, gosh. No.

08:23 CJ: It is a tenth of a tenth of a tenth of that.

08:26 Leah: Yeah. Sadly, I’ve met individuals who went to Berkeley, spent 100 grand on their schooling they usually don’t even know what their micro-niche is. They don’t know their area of interest. They don’t even know their model identification. They haven't any artist identification in any respect. They do not know even construct a music profession, zero, however they will play very well.

08:47 CJ: Proper.

08:47 Leah: So all that to say these individuals are, I’m like, wow, now that’s some dedication. You clearly are critical. You're keen on music. You need to do that, however, sadly, and I’m not making an attempt to diss Berkeley, I feel they most likely have some nice applications, however let’s simply say what we educate is value a number of levels. And we now have confirmations from individuals who have full-on advertising levels, individuals who have taught at Berkeley and mentioned, “There’s far more in your program than is ever in one in all these Berkeley applications, and it’s a fraction of the worth. Dang it.” In order that’s my brag for the day is like, hey, we’re making an attempt to assist as many individuals as doable. We’re doing it for a fraction of what you may presumably get it with from any school, or college program, after which individuals need to complain that we cost for it. I’m like, are you kidding me? Simply cease it.

09:41 CJ: Yeah. Yeah. Properly, and that form of brings us into this matter at the moment, Leah, which relies on some current surveys that you simply took. 60% of the individuals surveyed, these are musicians, 60% don't imagine that you may generate income on-line together with your music. 60% imagine that.

10:09 Leah: I feel it’s higher than it was. I’m going to say most likely just a few years in the past would have been nearer to 80. I feel individuals are starting to get up to this truth, however 60% continues to be a majority of individuals don’t imagine you may make cash on-line. And we survey individuals always. Anytime we’re doing stay webinars, something like that, we're all the time simply making an attempt to take the temperature like, hey, it’s participating who's within the room, proper? The place’s all people at so I could make this most related to those individuals? And 60% this simply tells me we now have loads of work to do, not only a third. And there’s different academics on the market, different applications, they usually’re all making an attempt to assist individuals come to this conclusion that you may generate income on-line.

And so we’re not the one ones on the market doing that. I’m not going to take credit score for that, however we’re one in all a number of voices which might be making an attempt to assist wake individuals as much as this truth, after which give them a technique in a really systematic technique to do it. We’re not simply saying you may make cash on-line now right here’s the way you get some YouTube subscribers. To me, that's all self-importance. There’s nothing significant about that. There’s nothing sustainable about that. On the finish of the day, I need to know the way do you reside? How do you make a dwelling off of it? My primary objective with the applications at SMA is who cares about any of that stuff? I don’t care about self-importance metrics. I need to know how one can generate income and stay off of your ardour.

11:40 CJ: In your surveys, and I do know you’ve talked to dozens and dozens of musicians your self, what do you discover are the frequent beliefs for why individuals don’t suppose this may be performed? What are their objections?

11:54 Leah: Yeah, and a few of these stunned me as a result of I’m seeing some outdated beliefs, however I assume it simply takes some time. One objection that folks have, even typically feedback, I all the time discover these feedback on our adverts of all locations, however you'll be able to’t make a dwelling on-line as a result of there’s file-sharing.

12:15 CJ: See, that’s Napster.

12:17 Leah: Proper, Napster, file-sharing. Folks suppose that again when, I don’t suppose the Pirate Bay is up anymore, however the Pirate Bay was big, and there’s different file-sharing websites. It’s similar to, properly, there’s a few research which have been performed the place they really confirmed that individuals who file-share aren’t much less probably to purchase the objects. In reality, there’s a rise of their probability of shopping for one thing. That’s attention-grabbing to me. It’s nearly like a strive before you purchase. Possibly there’s a share of people who find themselves by no means going to purchase something ever, they usually simply file-share, and get all the pieces at no cost, however that’s not your true fan anyway. Our objective right here is discovering true followers who love your music and need to help you. You’re most likely not going to search out the vast majority of your followers within the file-sharing neighborhood, though, perhaps a share are. For my part that may be a very outdated concern or objection, very outdated.

The opposite factor is I’ve had stuff leaked earlier than. I feel I had one in all my albums truly leaked a few weeks, or per week or one thing earlier than the discharge date. It’s occurred to me. It may be upsetting. There’s additionally completely nothing I can do about it, like zero. I don't spend my time worrying about it. I don’t spend my time making an attempt to trace down whoever did it and threaten them. I view it as free publicity, free advertising, and nearly like constructing an underground base of followers, if you'll, black market followers, no matter, however I simply don’t see this as a significant risk to your music gross sales. True followers pays for music. They’ll discover different methods to help you, too, even when that had been the case. These followers who're file-sharing and never shopping for your music in the event that they’re an enormous fan they are going to completely go to your live performance. They’re going to point out up stay. They'll find yourself paying you cash someplace down the street. That’s why I’m not involved about it in any respect.

14:30 CJ: Yeah, and I feel that’s an necessary factor to notice as a result of, once more, I feel we’ve mentioned this earlier than in a current podcast that folks whenever you say promoting your music on-line we are likely to restrict the gross sales to music versus the truth that you may have different issues that you may promote. So any individual could have illegally downloaded your music to make use of that historic phrase, humorous to say that’s historic, however they will’t obtain a T-shirt. They will’t obtain a hoodie. They will’t obtain a mug, or no matter. And so it is a complete package deal. That is your little music empire that we’re probably constructing right here. Now carefully associated to that, Leah, is clearly going to be streaming. Issues like Spotify, Pandora, iTunes, even YouTube, you bought YouTube music now, which is simply one other form of streaming factor.

15:22 Leah: Yeah. They usually suppose the explanation you'll be able to’t generate income with music is due to these items when actually it’s not. These items usually are not getting in the way in which of your gross sales. They’re going to assist your gross sales. They’re going that can assist you. They're, most significantly, discovery instruments and platforms the place they might by no means have discovered you when you weren’t there in loads of circumstances. In case you don’t know do direct advertising and Fb adverts and such. In case you’re not an professional on these issues, these are superb platforms the place the algorithm goes to counsel you because the artist to people who find themselves listening to different comparable issues. They’re going to go, oh, you want that. Right here’s what’s subsequent. Right here’s what we got here up with for you subsequent. On YouTube, it’s going to be within the instructed feeds. On Spotify, they’ve acquired instructed playlists, instructed artists. In case you like this, you’ll take pleasure in this.

It occurs to me on a regular basis, too, when I discovered an artist I actually like and it'll say on the underside of the web page different comparable artists. I've come throughout so many new bands that I like simply from these algorithm ideas. So it’s completely your pal to be on these websites. These websites are our associates, they aren't the enemy. You do make some cash with it, proper? I imply, I'd be on them at no cost if I didn’t make any cash in any respect only for the invention a part of it, however we do truly receives a commission from it in order that’s superior. As individuals say that’s the brand new radio, nevertheless it’s a very decentralized radio.

There’s not, I imply, sure, you may have massive labels concerned with a few of these, however in the end it’s a really grassroots fashion the place it’s all about provide and demand, proper? It’s all about when you’re proficient you’re going to get on the radar organically of potential followers they usually’re going to up-vote you so to talk. You’re going to get onto extra individuals. The extra they save your tune and save your playlist the extra it’s going to set off the Spotify algorithms, issues like that. And it’s all taking place organically. I'd do it at no cost, truthfully, in the event that they paid me nothing simply because it’s so helpful.

17:32 CJ: Yeah, and I feel when you don’t study to see these items in these broader phrases that you simply simply described, you'll get so pigeonholed on that and it turns into you making the mountain out of the molehill as they are saying. You get obstructed since you simply don’t see the worth of only a model consciousness getting extra individuals to get aware of your music as a result of in the end we need to get them onto your listing. We need to get them following you. We need to get them participating with you. I’m assuming now hooked up to this, Leah, which is an objection you’re listening to is that, properly, in mild of then file-sharing and streaming, and all of this then no one’s paying for music.

18:19 Leah: Yeah, and that’s completely not true. I hear about this in sure genres like, oh, in hip hop, or R&B, there’s digital solely. Even in that case there’s methods of commanding a sale and that could be a time period that simply sounds bizarre to you. You’re additionally limiting it to only music such as you already mentioned. These people who find themselves completely into that style, or any style, if they're a real fan they’re going to need the T-shirt, they need the necklace, they need the pockets, or no matter, T-shirt, hat, no matter you’re offering there. They’re going to purchase the tickets. It’s actually only a matter of discovering these superfans and also you don’t must restrict it to only music, however there’s so many. I feel bodily will all the time have a spot it doesn't matter what it finally ends up being. Proper now vinyl is making an enormous comeback. Precise cassette tapes are making a comeback. They’re like a little bit novelty once more. Persons are shopping for cassette gamers. We’ve talked about what was that? Was it Sony that got here out with an anniversary Walkman?

19:23 CJ: A Walkman, yeah.

19:24 Leah: Discman and a Walkman, or one thing like that. These are for nostalgic causes, nevertheless it’s additionally reigniting the novelty of it once more. Bodily will all the time have a spot and even in hip hop genres and stuff the place individuals suppose that, oh, yeah, in Leah’s metallic world metallic followers are. No. Even within the hip hop world you go to any file retailer there’s tons of vinyl. Tupac, and all these totally different artists they've a ton of vinyl, so individuals do pay for music. It’s a matter of are you able to construct a model that folks get enthusiastic about?

19:58 CJ: Proper.

19:58 Leah: Are you able to construct one thing greater than simply the music? In case you are pondering that the music alone will communicate for itself, and also you don’t must do something outdoors of that, that’s why nobody’s shopping for it since you haven’t constructed something but.

20:11 CJ: Proper. That’s what creates the ravenous artist since you simply need to be on the road nook and play your music, and if individuals adore it they’ll uncover it, they usually’ll do no matter. You’re leaving all the pieces on the listener, all the pieces. The onus is in the marketplace itself as an alternative of you being proactive in positioning your self. Now, clearly, Leah, we nonetheless have the final word competitor, which continues to be mainstream radio. They simply had the Grammys lately and there was artists I’ve by no means even heard of earlier than. They’re being performed someplace to have the ability to earn these Grammys in order that’s clearly nonetheless going to be mainstream radio. Whether or not it’s nation, or pop, or no matter, you’ve acquired to be well-liked on radio so as to have these listeners.

21:08 Leah: Yeah. This is without doubt one of the objections that I hear every so often is, oh, you'll be able to’t generate income until you’re a star, and also you’re profitable on mainstream radio that that has to have occurred. Oh, my goodness. Properly, I heard that argument after I was in Nashville after I was talking on a panel with another older gents within the file trade. A few of them labored with a number of the greatest names you’ve ever heard of, however, I feel, I didn’t conceal my face very properly on this panel as a result of I had individuals who know me within the viewers they’re like, “Yeah, we will inform that you simply weren’t very impressed by their perspective.” It was so old style to me. I used to be similar to, you guys are nonetheless on Home windows 7 proper now, or one thing, and I’m on the most recent Macintosh. That’s how I really feel our views are.

And, in fact, all the pieces they’re referring to about, oh, it is advisable to be on mainstream radio. They’re like simply write successful. You simply want to write down successful. Properly, you’re chatting with a room filled with songwriters who're good, however they’re probably by no means going to be the Woman Gaga who writes that hit tune. It’s statistically not going to occur. Not as a result of they’re not geniuses in their very own proper, however let’s be sincere. It’s simply very, very, only a few individuals who ever try this. In order that to me, if I’m sitting in there, I'd suppose, “Properly, that’s discouraging to me as a result of I don’t write that form of music. What if my style doesn’t in any respect match on mainstream radio, does that imply I’m doomed?”

22:50 CJ: Proper.

22:50 Leah: In order that to me can be discouraging. And, additionally, simply understanding that they’re coping with the 0.0001% of musicians on this planet. They’re not speaking to on a regular basis musicians such as you and I. Hey, we simply need to make a dwelling. We’re not making an attempt to get world-famous. We’re not making an attempt to change into a family title. We simply need to make a dwelling from our music really feel rewarded by what we do. We wish followers world wide who hear our music, admire it, and help us. That’s all we’re asking for. We’re not making an attempt to write down successful tune. These aren’t my objectives.

23:21 CJ: Proper.

23:21 Leah: I simply need to have the ability to launch one thing, perhaps Crowdfund it, have it paid for, and be a little bit bit worthwhile. Is that an excessive amount of to ask? It’s a really, very totally different perspective. I’ve additionally met musicians who've spent a whole bunch of 1000's of {dollars} on radio airplay. Their dad and mom, they remortgaged their home taking a mortgage out on their home to pay for radio play just for it to lead to nothing however self-importance metrics. Actually, didn't construct a single asset, not a single e mail handle. They went nowhere besides, oh, we acquired these performs on the radio after which that was it. That is what I’m saying. This isn't a significant metric anymore. It’s unhappy to me. And so to me that’s an outdated objective and it’s an outdated method of it. You’re in the old fashioned trade if mainstream radio is a precedence for you.

24:24 CJ: Yeah, sure.

24:24 Leah: That’s how I see it.

24:26 CJ: No, you’re precisely proper. After all, we’re seeing this in different industries as properly. We’re nonetheless discovering our method by the technological modifications, however these easy premises, false beliefs are nonetheless intact. It’s simply, once more, one other wall of impossibility for the common musician, no totally different than they had been 40, 50 years in the past after they had been ready to be found. Ready to be found by a file label. Now they’re ready to be found on Spotify. Ready to be found on YouTube. It’s the identical factor. It’s the identical posture. And so the entire objective right here is to place you again in management. Properly, truly, for the primary time, perhaps being in command of your music profession as a result of all you want proper now, women and gents, is a method ahead.

I’ll let you know what, man, you need to inspire me after I’m actually caught in a state of affairs whether or not it’s enterprise or life, and I must know I’ve acquired to make choices and what-not nothing motivates me, I don’t want a cheerleader to return and simply inform me I’m great, or I can do it. In case you present me a path, if I see a lightweight, one thing that I can begin heading in direction of, that’s all I would like as a result of all of the vitality and the motivation is built-in. What you want is as a result of I do know I’m speaking to any individual proper now who’s confused. You’re annoyed. You’ve most likely mentioned loads of these items your self. You’ve most likely your self alluded to the truth that it’s nothing however partitions of impossibility. You don’t see any method in. Your specific music fashion is so distinctive. You don’t think about that there’s greater than 100 individuals on the planet who would get into it. You’d be stunned to know that there’s most likely 1,000,000 on the planet who would completely love to listen to. You simply don’t know but.

In a way, you’re unaware of the alternatives and rules and strategies and instruments which might be accessible to you that offers you the end-around the file labels, the end-around Spotify, and streaming providers, the end-around file-sharing, and that you simply’ll be capable of create so many issues that you simply’ll be capable of promote to your clientele, not simply your occasions, not simply your CD, however so many different issues as a result of your music is conjoined to a tradition, a way of life that your followers share with you. And there’s one thing a lot broader that the music turns into part of, and that you simply change into a pacesetter, and create your personal little Pied Piper following of those who simply completely love you. Superfans will purchase your music. Like Leah mentioned, the one who’s of their mother’s basement file-sharing just isn't your superfan, so that you’re not concentrating on them. You’re not going after them. You’re not going to spend money on them. You’re going to take a position your time, vitality, and energy on people who find themselves obsessed with your music. That’s your reply.

27:22 Leah: Yeah.

27:22 CJ: That’s your reply, however there’s a technique to do it. And there’s a technique to accomplish all that. And, Leah, just like the testimony we shared, the coed highlight on the outset, it was any individual who was in that place, and for her it was when she took The On-line Musician it’s simply that’s when issues started to go off for her. That’s when she actually started to know that there's a method out. There’s a method to try this. As soon as she noticed the outcomes and I feel that’s what individuals are searching for, Leah is outcomes. They need to see that there's a method ahead. In case you can open that up, that’s an amazing factor for any individual. Working with you offline I don’t know the way a lot you need to say about this, however you’re upgrading the prevailing On-line Musician program.

28:17 Leah: Oh, yeah.

28:17 CJ: Are you able to share any little bit of that?

28:19 Leah: Yeah, we’re simply tremendous excited. I’m in the course of updating The On-line Musician, the three.0 model and that’s going to be popping out very quickly. I’m excited. I’m excited for everyone who’s going to be going by that program. In case you are an On-line Musician 2.0 scholar, excellent news for you, you’ll be mechanically upgraded to it, so woo-hoo.

28:41 CJ: Wow. Wow. That’s beneficiant.

28:42 Leah: It's. And the worth level is shifting up and all the pieces as a result of we're actually increasing this system as properly. There’s some parts in there that we're actually going extra in-depth on that I really feel are extraordinarily necessary for each musician. Simply maintain your ear to the bottom. We’ll be speaking extra about that within the weeks to return. Undoubtedly be sure to’re on our e mail listing, too, since you’re going to need to hear about that. We’ll be performing some stay occasions round it. That is going to be most likely our greatest enrollment for this program ever, and so tremendous excited to be main the way in which on that, and serving to as many musicians as I can simply start this on-line music profession. It’s by no means been a greater time or extra thrilling time in historical past to do that.

29:27 CJ: Superior. You heard it right here first, women and gents on the Savvy Musician Present. So, once more, guys, like I mentioned on the outset please depart us a evaluation. We'd love to listen to from you. Once more, keep tuned for extra info on what’s up and coming right here on the Savvy Musician Academy. Large plans underway to alter your life and offer you that profession that you simply’ve all the time dreamed of. We’re working arduous for you. We’re dedicated to your success. That’s one thing you’ve acquired to know. Completely dedicated to your success. Leah, thanks, once more.

30:01 Leah: Hey, thanks guys and thanks, CJ. At all times enjoyable to do these.

30:05 CJ: Take care.

30:07 Leah: Bye for now.

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