A really great post…

I write about this idea quite often… since it’s something I’ve worked on a lot, both as a musician and a marketer.

Before you find your voice, you spend your time doing what you think are the right things you need to do to create results.

When you find your voice… it’s almost like magic. Because that’s when you start doing the things you need to do… simply because you need to do them. When you start saying the things you need to say, for no other reason than to have them be heard.

You disconnect from the results and focus on the doing.

Oddly enough, that’s when the results seem to come more easily and more quickly than ever.

Here’s an example of what finding your voice means in the music world.

The two videos below are recordings of the 3rd movement of Bach’s Concerto for Oboe and Violin (that’s BWV 1060 if you’re a music nerd). My wife and I played this in a recital with some friends when we lived in NYC. It’s a great piece.

The first video is a fairly traditional interpretation of the movement. It sounds nice… but in the end, isn’t all that memorable.

Take a listen:

The video below features violinist Nigel Kennedy.

Now if there’s one thing that can be said about Nigel Kennedy, it’s that he’s not boring.

And that’s because he has found his voice. He knows what he stands for and his voice comes through.

Some people don’t like that. Especially when he takes a piece like the one you’re about to hear and does what he wants with it.

Some critics will say it’s too fast… just a terrible hack job. Others will call him a genius.

The type of comment doesn’t matter. The fact that his music prompts the comment is what matters.

Take a listen and see what you hear.

What do you think would happen to your business if you found your voice and got it out into the marketplace?

I bet good things would happen.

Now at the age of 18, a statement like that sounded pretty silly. Especially since we were supposed to be locked in our practice rooms 4-6 hours a day. At that point, practicing (and coffee) was pretty much our life.

But as I got older, I realized just how much truth there is in that statement.

When you go out and live your life at full speed, you learn things. And all of those experiences get mixed up into a big ball… a ball from which you extract wisdom… wisdom that other people might not have… and wisdom that you can’t learn from a book.

In the music world, you can hear the difference between a musician who’s lived life and one who is just trying to play music.

Your life informs your music. It colors it and it adds substance that people can hear. Your unique set of experiences makes your music special and unlike anything else in the world.

I think the same is true in business.

You can read a lot of books, buy a lot of courses and fill your head with a ton of knowledge.

But just how valuable is knowing stuff?

I’ve found it’s a whole lot more valuable for me to go out and experience new things. Then when I come back to my business, I see things differently… more clearly.

And my business decisions are affected by the experiences I’ve had outside of the business world.

Oddly enough, my business grows because of it.

Because it means I don’t end up doing the same stuff everyone else is doing. And I don’t end up thinking like everyone else thinks.

In business, those two things are huge assets.

Knowledge in books can only help you so much. After all, so many of the business books out there today are full of undistilled information. They’re full of unchallenged and untested ideas.

Maybe they’re good ideas, or maybe they suck. Doesn’t really seem to matter. After all, you can’t really challenge the author when you’re sitting in your living room reading his book. And he’s most likely not interested in hearing you anyway.

I recently read a comment about undistilled information that pretty much sums it up.

In Empire of Debt, Bill Bonner (of Agora) writes…

Undistilled information, on the other hand, is nothing more than noise–newspaper headlines, TV babble, cocktail chatter, the latest innovation, the latest business secret, the latest fashion. It is public information, backed by no real experience or private insights. It is not useless. It is worse than useless, for it misleads people into thinking they know something.

I used to think I knew something about marketing and business.

Silly me. I chalk that mistaken belief up to youthful indiscretion.

Turns out, it’s a whole lot more fun and profitable to be upfront and admit that I don’t know much and then start from there.

Success in business is about making smart choices (not assumptions), then correcting your mistakes and moving forward… fast.

It’s about hustle.

Once you become an “expert,” things begin to go cloudy. Because you start thinking, at some level, that you know it all.

So what’s the best business advice I can give you right now?

Get out of your business and live your life.

Then come back and get to work. You might be surprised at the new opportunities you see all around you.

There’s often a huge difference.

Especially about how to grow a business.

The longer I do this, the more I realize that no one knows the exact path to get where they want to go. Unless you can see into the future, then you’re pretty much in the same boat as everyone else.

Sure, experience can help you make smart choices, but as for a guarantee that what you’ve done will help you succeed in what you’re about to do… there just doesn’t seem to be a guarantee for that. At least I haven’t found it yet.

Success comes down to how you row the boat and the decisions and mistakes you make along the way.

But most importantly, success comes down to the simple decision that, no matter what, you keep rowing your boat.

I’ve been working with some very large (and growing) mailing lists lately. And when you’re dealing with big numbers, it’s a whole lot easier to spot trends. When things work, they can work in a big way. When they don’t work, well, the results can be just as stunning… but depressing.

Here’s something I’ve realized:

Double Opt-In is a HUGE Money Waster

Double opt-in, double opt-in… it’s the standard for ethical email marketing. That’s what I’ve heard all my life.

You hear it from a lot of “experts,” and you hear it from a lot of third party autoresponder/email services. If your business is “above board,” then you us double opt-in. You don’t want to be called a SPAMMER do you?

Turns out, all of this double opt-in junk seems to be a bunch of bull.

At least I think so.

The only email services that seem to require it, are those that have a lot to lose if their clients don’t use it.

Services that are sending email for thousands of businesses of all shapes and sizes.

With that many different types of business and personalities running those businesses, it’s easy to get quite a lot of “pee in the pool.” And one bad apple can make problems for the rest of the apples.

Or at least that’s the official explanation.

They’ll tell you double opt-in is for your own good. That you’ll have a cleaner list if you use double opt-in.

Shouldn’t that be my choice?

In an effort to get to the truth, I decided to stop listening and start looking. Looking at what the successful businesses were doing, not what the experts (or the status quo) was saying.

So I took a few minutes and took a snapshot of some of the bigger publishers and internet marketers to see if double opt-in or single opt-in would come out on top.

You might be surprised by the results:

Collectively, these businesses are responsible for generating a whole lot of revenue. It’s an assumption, but I believe they just might know what they’re doing.

Just imagine going to McDonalds and being asked… “Would you like fries with that?”

You say, “Yes…”

They say, “Are you sure you’d like fries with that?”

In my opinion, double opt-in is bad for your business. Who cares if it’s the “standard?” Doesn’t seem to be the standard for the successful businesses I’ve listed above. And there are a whole lot more that are on that list.

Don’t give in to the fear. That’s about the only reason you’ll get for using double opt-in.

Instead, make your own choices, find service providers that support them, and vote with your dollars.

On the teleseminar, Michael explained that one of the reasons for AGORA’S quick growth was their philosophy of “sharing” their customer files with their “competitors.”

He went on to explain that each AGORA “franchise” pretty much operates like an independent business… except for one thing.

And that thing is that every so often, they have to open up their customer files and let the other parts of AGORA send them promotions.

Doesn’t really sound like a smart business move does it?

Opening up your customer files for your “competitors?”

I didn’t think so when I first heard it. My first impression was, “Boy, these guys are either really dumb, or I have a lot to learn.”

Well, fast forward a few years… I’ve learned a lot. And I now understand the real genius behind the strategy.

AGORA has focused on the core needs and wants of most of the people in their universe… things like health, wealth, business, travel, etc.

That way, a financial customer is still a viable lead for the health products… or the wealth products… or business products.

And therefore, the lifetime value of a customer is almost infinitely expandable…

AGORA slices and dices their products and services to meet almost anyone, with any need, at any price point, in several different media.

You can create a really profitable company with that being true. And that’s what AGORA does.

Lots of products, lots of customers… LOTS of opportunity.

And by letting their “competition” send promotions to their file, each
“franchise” has a built in “universe expander…”

The list of quality names to market to keeps expanding.

So what can we learn from this?

Why not take AGORA’S focus on a paying CUSTOMER (which is what the old school direct marketers did) and the long term development of that customer a priority in your business?

Why not focus on building a stable business structure that addresses all of the needs and wants of your customers… at different price points, in different media?

That way, you’ll deliver far more value to your customer and they’ll send you far more value in return.

But not until I started working with some pretty big email lists (and being responsible for the bottom line results) did I ever realize just how crazy the whole idea is.

If you’re new to the online world, single opt-in lists require subscribers to ask you one time to begin sending them information.

Double opt-in lists require your subscribers to actually “subscribe” to your lists twice before any information will flow to their inbox. The first time, they fill out a subscription form. The second request is made when they confirm their email address by clicking on a link that is sent to them.

Here are a few of the reasons you hear explaining why you should be using double opt-in:

1. You’ll have a cleaner list.
2. You’ll minimize the risk of SPAM complaints.
3. It’s the standard. It’s part of email best practices.
4. If they don’t confirm their subscription, did they really want to hear from you?

Sounds reasonable doesn’t it? (All except for reason #4, which I’ve never believed in the first place.)

So let’s say you’re doing a lead generation campaign and you manage to get 80% of those new leads to confirm and become double opt-in subscribers.

That means you lose about 20% of the leads (they don’t “confirm” their subscription). They disappear forever, even though you paid for them.

Now some people might say, “20% is great. That means you got a confirmation rate of over 80%!! I’d go crazy if I ever got a confirmation rate that high.”

To me, that’s like saying, “Yeah, there’s a million dollars right there on the table that was yours. It was rightfully yours. All you had to do was put it in your pocket… Sorry you couldn’t get it all, but at least you got most of it.”

In my opinion, as a business owner, running a double opt-in email list is crazy. From my perspective, the drawbacks far outweigh any benefits.

Here are 5 reasons why:

1. No email provider I’ve encountered can guarantee that my confirmation email will ever be received by the person who requested it. They can’t even give me a percentage.

The best “solution” I’ve received is to tell my subscriber to check their “BULK Mail” folder and see if it’s in there.” Or to record a video that shows them how to do it. Or to give them some sort of bribe so they’re willing to waste enough time to go and look for the confirmation email.

2. From a psychology of selling and treating my customer right perspective, I think it’s kind of insulting to ask them to jump through so many hoops for me. This is probably their first impression of my company after all.

“Hi Mr. Prospect… Thank you for trusting me enough to request information from my company.

Before I send you what you already asked for, I’m just going to have to ask you to go away from this page, start up your email program, download your new email and then find the one from me.

It might be there or it might not. Or it might be there in 10 minutes or it might not. Well, I don’t really know when or if it’s coming, but if it does, I’m going to have to ask you to click on the link you’ll find in that email.

Now please keep your attention focused on this task and try not to get distracted. So if the phone rings or the doorbell rings or your wife needs help with something in the backyard, I’d ask that you please delay leaving your computer until we get this little task taken care of.

I’d really hate to not be able to send you what you already asked for. Plus, you already gave me your email address and all of the information I need to immediately deliver what you want.

So sorry I can’t do that yet.

I look forward to having you as a customer in the near future. As you can see, we really go above and beyond to serve our customers needs.”

3. Double Opt-In is a Profit Killer

I don’t want a “cleaner” list, I want a more profitable list. And for that to happen, I need to actually get the folks who want to hear from me on the list in the first place.

If you’re paying for lead generation through banner ads, pay-per-click or some other media buying, then you can actually calculate how much money you’re flushing down the toilet by asking every subscriber to confirm their subscription.

I’ve done it… and it’s depressing.

If you’ve never delved into your numbers, just try this little exercise:

Over a 30 day period, track your sales revenue from the new leads added to your list.

Now check your email provider’s stats and find out how many unconfirmed leads you’ve had during that time.

Now figure out how many sales and new customers you would have had if ALL of those folks had received the offer and converted to sales at the same percentage as your confirmed leads.

Of course this isn’t scientific and some of those unconfirmed email addresses are surely junk.

But that’s not the point.

The point is that you’re intentionally throwing money away unnecessarily… simply because that’s what everyone told you to do.

4. But what about SPAM complaints? Isn’t that what double opt-in is supposed to prevent?

I run a bunch of double opt-in lists. And they all get SPAM complaints. Go figure.

But here’s the bigger picture. Double opt-in seems to be trumpeted as the common sense way to prevent being accused of SPAMMING.

But here’s the deal:

SPAM isn’t illegal.

It may be a dumb way to run a business, but that’s not the point. The Can-SPAM Act didn’t OUTLAW SPAM, it gave clear guidelines for how to do it legally.

Businesses can send commercial email to folks who didn’t ask to receive it.

When I found that out, I was pretty surprised. It’s kind of like when the politicians name something the “Clean Air Act” which really allows companies to spew out toxins into the nearest river… provided they fill out form A, B and C first.

Now I’m not a lawyer, so if you think this is legal advice, read someone else’s blog…

The point is, unsolicited commercial bulk email (meaning sending commercial email to people who didn’t request it) is LEGAL, provided you follow certain rules. All of those rules are spelled out in the CAN SPAM Act way back in 2003/04. An update just came out last year, but nothing really changed.

So if you’re a legitimate business and you’re mailing people who asked you to mail them… you’re a LONG way from doing anything “wrong.”

If your messages follow the CAN SPAM rules anyway, (which means you could send the same message to a RENTED email list and still be within the law), then SPAM should not be a threat.

5. How many products and services would YOU buy if the salesman asked you to reconfirm that you really, really wanted them? I think it would get pretty annoying.

In the end, I think that double opt-in is a real profit killer for business.

And it’s a perfect example of technology controlling business.

Just because it’s an industry standard doesn’t mean you should do it. If everyone just stopped doing it, it would quickly no longer be the “standard.”

And plus, did you get where you are today by being “standard?” Is that really a recipe for success?

If there was a marketing course, business course or business book within my sights… I ordered it.

I devoured them. Just about every one I could find. And I learned a lot.

I learned a lot. Because I thought that by learning a lot, and knowing more than the next guy, I was going to be catapulted to the top.

Ha!

Instead, my “break with reality” sent me on a wild goose chase that would limit my success for almost 2 years.

Before I tell you what that wild goose chase was (and why it’s really limiting the results of most businesses out there), it’s important that you know this:

I started off in this business as a copywriter. Mainly because it came pretty naturally to me, and also because, on the low end of the fee scale (which is where I started), copywriting is a fairly easy sell.

Clients who have any business being your clients understand what a copywriter does. They write copy. And you don’t have to communicate the results that can be created with great copy. Plus, the value proposition is pretty easy to communicate:

They pay you, you write.

If things go well (which is rarely in your control, since at the beginning, you’re probably taking just about any client and product/service that walks through the door) they hire you again. If things don’t go well, they often hire you again anyway… simply because you did what you said you would do… on time. Turns out, that’s pretty rare.

After a few months, I got really bored writing copy. I got bored mainly because I quickly saw much bigger opportunities that my clients were missing to grow their businesses.

And I realized that one salesletter couldn’t leverage those opportunities all by itself.

After all, great copy is only ONE smallish piece of the puzzle. And if you’ve ever been in the trenches of business yourself, you know that. You know that product and people (your audience/market/crowd/tribe whatever they’re calling it these days) rank way above that in terms of importance.

But I was the copywriter. Hardly someone my clients were looking to for business growth advice. Once you’re in the “copywriter” box, it’s a little hard to break out.

Now if you know how to sell yourself, you can get paid well to write copy. But you can get paid a whole lot more to completely reinvent your client’s business and double and triple her profits.

To me, that’s a whole lot better than writing 8 hours a day.

So that’s the business I went into… the business growth business.

I quickly became a copywriter/marketing consultant/business consultant.

But unlike the recommendations I got from all of the consulting books that said, “Consultants don’t implement, they get paid for their ideas,” I decided to actually do things for my clients.

What’s the value of a bunch of ideas? As a business owner, I know that the value of an idea not acted upon is zippo.

And that’s when my real business education began. Because instead of just reading books about business and marketing, I actually jumped in the trenches and took responsibility to make sure all of it happened.

• The marketing strategy…
• The copy…
• The graphics…
• Pay-Per-Click and other traffic “getting” tools…
• The websites…
• The tracking…
• The split testing…

Soup to nuts, I did it and took responsibility for it.

And that’s when I quickly realized something about business:

It’s Not So Much Fun to DO Things in Your Business
It’s Much More Fun and Exciting to TALK About Doing Things

You know that “I can conquer the world,” feeling you get when you take a course or read a book on business or marketing? You get caught up in the success or perceived success of the author and you project that feeling onto your life.

That’s the very feeling I got reading all those marketing books and courses. All those ideas gave me the feeling that I was about to have a huge breakthrough…

That’s why I bought them, deep down. I could say I really wanted the breakthrough… but at the core, I think I just wanted the feeling.

Remember the wild goose chase I told you I went on?

Well the wild goose chase is something I call the “Learning Trap.” I spent a ton of time learning. Listening to other people’s ideas. Hearing the techniques, strategies and tools other people used to grow their businesses.

Two things happened because of that:

1. I was so busy listening to other people’s ideas that I drowned out ever being able to hear my own.

2. I confused learning with progress.

But now I know the truth.

I don’t have to learn more than the next guy, I just have to have a clearer picture of reality out in the marketplace. And I get that picture from doing. Doing more than the next guy.

So while I still do read these days, my appetite for the latest course, book or business strategy has calmed down.

And I operate under a slightly different, but far more powerful philosophy:

You Don’t Learn Anything By Reading.
You Learn Only By Doing
Until You DO, It’s All Theory

Business is not a head game.

Business is a game of experience.

You take your experiences, combine them with your own creative ideas and you step up to the plate. Again and again and again.

The real work isn’t going through a course, or reading a book or attending a seminar and taking notes.

The real work is going out into the trenches and getting stuff done.

You do that and you won’t really have to worry too much about the competition. Your business will grow.

I’ve stopped getting caught up in the “build my business” fantasy. The one that keeps me looking into the future for the next greatest thing to help me move forward.

Instead, I’m taking each moment, and using it in the best way I know how:

To take action. My results so far show me that’s far more powerful than any book.

I spend quite a lot of time in AWeber. And all in all, it’s a great system.

It makes communicating with your customers drop dead simple for the average business owner out there.

For a few bucks a month, you don’t have to worry about dealing with the ISPs or SPAM complaints or anything like that.

And the metrics tools they make available give you a pretty good idea about what’s going on with your subscribers and your messages.

But once you graduate from Marketing 101 and you start to dig deep into the nitty gritty of boosting your profits, then the problems begin to appear. And those problems can cost your business a whole lot of money in the form of lost revenue.

So in the next few minutes, I’m going to identify the BIGGEST problem, explain why it’s such a problem, and offer a few possible workarounds.

Here’s the big problem with AWeber:

AWeber focuses their whole system on something I don’t care about… at all.

Their entire system is built around lists, when all I care about in my business are my subscribers and my customers.

Let me explain why this is sooooooo wrong from a business perspective.

Here’s a screenshot of the lists in one of my accounts:

So let’s say Susie Q signs up for my prospect list. She receives AWeber’s double opt-in confirmation message. If the email manages to get there and Susie Q ends up clicking on the confirmation link… well, then I’ve got myself a new subscriber.

So then Susie Q decides to buy something and become a customer.

Well, in my book, taking an action like that means Susie Q needs to get moved to a new list where the conversation is now focused for people who are customers.

That’s a very different message and feel than the type of messages I want going to prospects on my list.

So can you do that in AWeber? Can you move Susie Q from your prospect list to a customer list?

Sure you can…

As long as you don’t mind Susie Q getting another confirmation message from AWeber. Just to make sure she really wants to get on the new list.

That’s GAME OVER for me. NO thanks.

Would you want to have to do that if you were the customer? I wouldn’t. Heck, I wouldn’t even understand why I had to give you my information or approval AGAIN… After all, I did it once… and I even gave you my credit card number!

I would be a confused customer.

And what happens when Susie Q decides to buy another product, one that clearly shows me she belongs in my “best customer” list?

Same deal again… another confirmation message gets triggered and sent to Susie Q.

If you’ve used AWeber for any length of time, you’ve run into this problem. And if you call AWeber and ask them how to intelligently move your people from one list to another, they’ll politely let you know that you can’t without triggering another confirmation message. (Kudos to them for actually having real people answer the phone… and do it in a timely manner.)

In my opinion, this huge flaw in AWeber keeps you from effective and smart marketing.

When a system like this gets in the way of smart business, it’s time to find a workaround. Or to leave…

So if you’re ready to graduate to Marketing 202/303/404 and get more return from your marketing dollar, here are some (simple, non-technical) ways to deal with this. None of them are perfect.

1. Use another similar system to market to your customers. If you use 1ShoppingCart.com, this is pretty simple. 1ShoppingCart.com treats all paying customers as double opt-in subscribers. So in your product preferences, you can select an autoresponder for the customer to go into upon purchase. No confirmation required.

2. Tweak your business process and use the Automation Rules.

The only time you can add a subscriber to additional lists in AWeber without triggering a confirmation is to use their Automation rules.

Here’s a screenshot of that screen… you’ll find it under the “My Lists’ tab in the main navigation bar.

Basically, the best you can do is to say something like, if Susie Q signs up for List A, I’d ALSO like her added to list B.

Far from perfect. Because it’s bass ackwards. Technology controlling business decisions.

3. Disguise your covert “list moving” process as some sort of benefit from the customer’s eyes.

Upon ordering, direct your customer to a page to deliver a free, unannounced bonus. Then “disguise” the optin box and have them fill it out to get the bonus. Edit the confirmation message in AWeber to explain that by clicking the (confirmation) link, they’ll be able to download their bonus. Then, by using the Automation rules from the step above, you can remove them from from your prospect list once they’ve completed that process.

There are really a lot of ways you can go with this. Just be creative.

If you didn’t know this problem existed in AWeber, then you’re probably leaving some revenue on the table.

If you do know this problem exists and you haven’t done anything about it… well then you’re definitely leaving money on the table… and why haven’t you done anything about it? Tsk, tsk, tsk.

Bottom line:

In today’s business climate, there is simply no excuse for just talking AT your prospects and customers.

If you’re not marketing to your subscribers and customers based on what they do (their actions) then, in my opinion, you’re nuts. And you’ll lose out to competition who does go the extra mile to figure out how to do that… despite the limits of current technology.

Systems like AWeber are examples of technology controlling the business decision, instead of the other way around.

It’s only a matter of time before that type of thing becomes unacceptable for the masses.

If you’re aiming for the top in terms of your marketing results, that time is NOW.

NOTE: You might ask me why I still use AWeber if I know this problem exists. First, I don’t use AWeber for everything. I use it where it makes sense. You have to admit, it’s a good system for certain things. Second, in the cases where I do use AWeber, I put in a whole lot of extra effort (extra lists, extra tracking, automation rules, parsing etc.) to make a system that allows me to market effectively.

In a nutshell, we took his lead generation from about 60 confirmed leads per day to over 260 leads per day… in about 3 weeks, without increasing his pay-per-click costs.

Watch the video to find out how:

But it’s not perfect. And in this case, it was downright awful. Below is the transcript I got emailed last night.

I had received a call asking me to get on a conference call with a marketer’s Pay-Per-Click manager.

The gist of the message was this:

I know it’s Saturday night, and I don’t want to seem like a stalker, but if you can get on the call with us, that’s great. If you can’t, no big deal… we’ll do it another time.

And here’s the transcript I got from Google:

jason i need to call me back as i know it’s like 6 o’clock your time on saturday and i feel like i’m freaking stalker but i was on the phone my paper craig i would just you know off it’s off was paul each other and i’d like to do me a call jason so no answer no big deal memo calling right back i know you want to get on the horn with what else is going to do some so no big deal manhunter next week bye

?????

Sometimes, you just gotta laugh.

And his results speak for themselves. Sometimes, his clients speak for him too:

“Michael Silk writes some of the best sales copy I’ve ever read, and I’ve studied thousands of them. He’s excellent, professional and friendly. I’m always stunned at how he can quickly create jaw-dropping headlines and body copy. Thanks to him, one of my websites is now getting an extra 139% increase in response! That translates into TENS OF THOUSANDS OF DOLLARS in extra sales over the coming year. That’s why he is one of the ONLY copywriters on the planet I’ve trusted enough to hire for my own copywriting projects… and I don’t say that lightly.”

Dan Lok - Author of Forbidden Psychological Tactics. Website Conversion Expert.

“As far as copywriting and marketing strategy is concerned, Michael silk is light years ahead of the competition. I kid you not. He’s just made me £33,473.12 ($59,190.12) in just 5-days. I don’t care what you have to do to secure his services – JUST DO IT!”

Greg Burns, Editor, The Profit, Glasgow, Scotland

In this interview with Michael you’ll discover:

• Why the AIDA formula isn’t enough when you’re trying to write copy that sells.
• What a core conceptual idea is and how to use it to fuel the power of your copy.
• Why writing a successful salesletter really doesn’t have much to do with writing.
• Plus a whole lot of other tips straight from a real pro to help you create bigger results with your sales copy and marketing pieces.

You can contact Michael Silk at CashflowTransfusion.com

You can also download a free copy of Michael’s Free book, Business Cash Flow Cures: How Serious Entrepreneurs, Consultants & Coaches Can Trigger Extremely FAST Cash Flow Surges Into Their Business!