Dave Kaminski – Storytelling for Internet Marketers

The Old School Secret To
Quadruple Your Website Sales
Irvin Cornthwaite was a chemist by trade. In his early fifties, Irvin had spent much of his
adult life developing compounds for the construction industry.
In 2004 Irvin had an idea. Maybe, he thought, he could help builders save time and
money by sharing his knowledge of construction compounds. Provide them with a
“missing manual” (so to speak) for the products they used every day.
Problem was, Irvin was a chemist, not a businessman. So he hired some help. Along
with learning whatever he could himself. After four and a half months and some very long
nights, he had a website and the first version of his manual. He planned on selling it for
$200.
The Early Results
In his first year online, Irvin generated $34,000 in sales. While terrific for someone just
starting out, it wasn’t nearly enough to replace his full-time salary as a chemist. And as the
days and months passed, Irvin began to get caught up in everyday life and spent less and
less time on the site, until he finally stopped working on it altogether.
This continued for 13 years, as Irvin’s website sat untouched. But it was still making
sales. In fact, Irvin continued to earn an average of $21,000 a year from the site.
An Expensive Lesson
Then in 2018, with retirement approaching fast, Irvin decided that it was time to get
serious about his long neglected website. So this time around he hired a local
marketing firm to inject new life into it. For the paltry sum of $15,000, that firm delivered
Irvin a shiny new website, complete with a modern day sales funnel, upsells and fancy
videos.

returning to where they had always been.
Stuck with a site that worked but was old and outdated…and a new, expensive site
that didn’t work…Irvin decided to do some experimenting. For his experiment, Irvin
did something very simple. He took one piece from his old site and plugged it into the
new site. That’s all he did. And then he put that new, updated site online. This time
however, his sales didn’t drop by 50%. Instead, they actually doubled yet again…to over
$40,000 a year.