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Jul 21 •
🎉 Welcome to the Independence Formula Society!
I’m so darn happy you’re here. FIRST: Say hello in the comments! Drop a quick 👋 or tell us where you’re tuning in from 🌎 You now have access to,.. 🧱 The Etsy Independence System→ Your complete training and bonus toolkit for building a business Etsy can’t take away. 🌱 Tiny Wins For Etsy→ A set of bite-sized wins pulled from the full system. Perfect if you want to get momentum today. 💿 The Billion Dollar CD Trick→ A bonus storytelling breakdown of how AOL used bold, curiosity-driven marketing to dominate—and how you can adapt the same ideas. 💬 A community of sellers building real independence→ Ask questions, share your progress, and grow faster (together). 🚀 Start Here 🏁 Step 1: Grab a Quick WinNot sure where to start? Go to Classroom → Tiny Wins For Etsy and knock out something small but powerful—like setting up a VIP insert card or your first email capture. 🎯 Step 2: Dive Into The Etsy Independence System When you're ready for the full system, head to Classroom → The Etsy Independence System and start your journey to... - Build a list of real buyers - Turn them into loyal customers - Create steady income you fully control 💿 Bonus: Explore The Billion Dollar CD TrickYou’ll find it under Classroom → The Billion Dollar CD Trick. Skim it, binge it, or read a post a day—it’s packed with lessons that work in any market. 💬 Inside the Community 👋 Introduce YourselfPost in the Introduce Yourself section. Tell us what you sell, what you're excited about, and your shop link if you’d like feedback or support. 💬 General DiscussionAsk questions, get feedback, or share breakthroughs. From landing pages to insert cards—we’ve got your back. 📀 CD Trick Discussion Threads Read a CD Trick post? Jump into the conversation in our Billion Dollar CD Trick category and share your take. 💡 Tips for Making the Most of This Community ✔️ Watch a lesson → Post your questions in General Discussion ✔️ Try one idea → Share what happened ✔️ Celebrate a win → Let us cheer you on
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Jul 21 •
What Every Marketer Can Steal Today... 8
The CDs are gone. But the brilliance behind them still works. Here are the timeless lessons you can steal today... - Curiosity beats explanation - Free trials > hard selling - Lifetime value justifies bigger bets - Go where your customers are—not where your competitors are - Make it easy to say “yes” - Be physical when everyone else is digital - Obsess over removing every barrier to trying This wasn’t about internet access. It was about how people make decisions. Email marketing lets you use nearly every one of these tactics—on your terms, with your own list. Which of AOL’s lessons do you want to test in your business this week?
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Jul 21 •
How Broadband Killed a Billion-Dollar Strategy... 7
AOL’s CD empire was unbeatable… until broadband arrived. Suddenly: - No CDs were needed - No installation software - No busy signals - Just plug in and go fast In one technological shift, AOL’s biggest strength—its onboarding system—became its biggest weakness. They tried to pivot. But it was too late. The brand became associated with beginners. The CDs became clutter. The culture couldn’t adapt quickly enough. After 13 years, the most successful marketing campaign in history was done. What works right now might not work forever. The channel, the offer, the brand image—it all needs to evolve over time. What’s something you’re still doing because it’s “always worked”—but deep down, you know it’s time for an upgrade?
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Jul 21 •
Marketing in Cereal Boxes and Freezers... 6
AOL didn’t just rely on mail. They embedded themselves into everyday life: - Cereal boxes - Airline meals - Omaha Steaks (they tested CDs that could survive freezing!) - Blockbuster Video rentals - Magazine inserts in everything from cooking to car magazines This was omnichannel marketing before that term even existed. They didn’t just think outside the box. They got inside every box they could find. And each time, they tested what worked best—colors, placement, language, bonuses. They turned America into one giant experiment in customer acquisition. Where else could you show up that your competitors would never think to try? Name one unconventional idea or partnership you’ve considered (even if it sounds crazy). Let’s brainstorm!
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Jul 21 •
The War for the Internet – AOL vs Microsoft... 5
When Microsoft realized AOL was winning the internet, they decided to crush them. Their weapon? Windows.They bundled MSN into every PC they shipped. That gave them instant access to millions of homes without mailing a single CD. It should’ve destroyed AOL. Instead… AOL got creative. They... - Paid Dell, Compaq, HP, and Gateway to include AOL instead - Flooded stores with AOL displays - Built friendlier branding and easier setup - Focused on chat rooms, community, and emotional experience They didn’t try to out-tech Microsoft.They out-loved them. And they won—because AOL was built for people, not just power users. You don’t need the biggest platform. You don’t need the lowest price. If you make things easier, friendlier, and more human—you win. What’s one thing you do that feels easier or more welcoming than your competitors?
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