A book review? not really done one before to be honest. I don’t want this to be a review of a book. It’s more the key messaging that Dean is giving us that will be very beneficial to you. This book is not like a textbook, but it is like a textbook, it’s not like an autobiography but it is like an autobiography. The best way I can describe this book is like you’re sat with Dean outside a coffee shop in London and you haven’t seen each other for a while and over a cappuccino or a latte, if you prefer he’s telling you what he’s been up to since you last saw him, it’s like him talking to you directly. He’s being completely honest and he’s telling you things most people wouldn’t. He’s telling you things you probably don’t want to hear but what he is telling you is the truth and what you need to know. I read this book cover to cover as soon as I got it and it made me realise that, this is the future business model that I want to follow and that I want to learn it from Dean Holland. Once you’ve got the book and you’ve read it for yourself, I’m pretty confident that you will feel that way too.
The forward by Russell Brunson
Russel Brunson is a New York Times Bestselling Author. Over the past 19 years, Russell has built a following of over a million entrepreneurs, sold hundreds of thousands of copies of his books, popularised the concept of sales funnels, and co-founded the software company ClickFunnels that helps tens of thousands of entrepreneurs quickly get their message out to the marketplace.
He has no less than 10 businesses and is at the leading edge of Affiliate Marketing and sales funnel technology that we use in some shape, way or form. So, to get someone of his calibre to write the forward for Dean‘s book is quite the achievement. I understand that they have met several times and presented together at conferences and that kind of thing.
Regarding Dean‘s iceberg effect book, Russell Brunson said, “I recommend you read this book thoroughly right away, more than once even. With Dean Holland, you couldn’t be in better hands.“
Credibility indeed.
Current state of affairs
Dean starts in the book talking about the position he was in back in 2004. He had a food truck business. He also worked as a construction worker. He talks about how things didn’t work out, and how circumstances meant he started to look for other ways of earning money. He tried for years and by 2008 he had $60,000 of debt on credit cards and loans, trying different things and was so ashamed that he didn’t even tell his mum about it. This is the point at which he had got to so I’m sure you’re thinking if he can make it from that position I’m pretty sure I can too.
Chance meeting
Dean talks about how he tried so many things and one day through an email that he got, he was invited to a seminar and when he got there as it turns out many other people didn’t show up so he ended up spending a lot of time with a guy called Alex Jefferys. It turns out that Alex would then become Dean’s first mentor and it was at this point, Dean had to face some uncomfortable truths and change how he behaved so that there was a chance of things working out for him. Alex gave him the tough love that he needed and even to this day 15 years later, Alex is still Dean’s mentor and both of them are working at an absolute stratospheric level. Through working with Dean myself I was privileged with the rest of the group to have an online meeting with Alex just before Christmas 2023 (I will write a blog on this soon) and he truly is an amazing mentor so I know I am with the right people to make this happen.
Attitude is everything
What we all learn through life as Dean did is that mindset, attitude and behaviour is the most important thing. You can have all the dreams and aspirations in the world, but just blindly doing them without having the correct mindset won’t make any difference. Dean talks about how he looked at a growth mindset versus a fixed mindset. He talks about failure and how we have a fear of failure, which is why most people never really do anything. Having positive thoughts and not playing the victim card are key to progress if you want to become an affiliate marketer. You have to take responsibility for yourself for your attitude, behaviour and be accountable for everything that you do. It’s nobody else’s job to make you happy, it’s up to you.
Why should I?
There’s an amazing chapter within the book where he talks about finding your WHY. You are probably thinking what does that mean? It’s actually very important because we all want more money so we can live an easier life, we all want a lifestyle so that we can do what we want to do with ours families, but why? What are you going to do with that money that you make? who is it for? who will benefit from it? what will you do with it? These are all key questions that you have to answer for your specific situation. Ask yourself, why do I want to start an online business? Without this WHY you don’t have the inspiration and the direction that you need. When you have bad days and you definitely will, it’s this WHY that will keep you going. It’s this WHY that will allow you to push on and it’s this WHY plus persistence and consistency that will get you to your goal. Dean very cleverly put in an exercise in this chapter, which is really good and you must give it a try because it really does make you think.
So, what do you want?
There’s a great chapter around, designing the life you want. Looking at your house, the bills and vehicles. How often do you want to go out for food and how many holidays per year would you like? What kind of recreation and entertainment is important to you? He gives a great exercise on planning all of this so you have a bit of a blueprint about what you want and how much you think these things will cost. It provides you with something to aim for. I found this exercise really good because what I thought was really important to me, actually when you write it down and cost it out you think well maybe I really don’t need that but then other things come out as being more important. Very valuable exercise. Let me know how you get on when you do it.
The four wise men
Then we get to the core part of the book, which in fact is probably the most important thing to understand, and that is the structure of what you actually need to do within affiliate marketing. Dean calls these “the four core areas of focus “. These are four things that you need to do on a daily basis to ensure that your online business is running and that you are doing the right things in the right order.
The four areas are;
- Traffic
- Capture
- Follow-up
- Sales system/offers
It’s these 4 areas that makes affiliate marketing work. They need to be mastered and with consistency and persistence they start to work. It’s not a switch or a simple process to follow.
Affiliate marketing just died
Here Dean talks about how traditional affiliate marketing is dead. By that he doesn’t mean that affiliate marketing is dead. It’s more the products, costs and systems and the way people are doing it. It is no longer relevant. He talks about how traditionally advertising costs were low, and commission rates were pretty good so overall you were in the black. But what’s happened recently is advertising costs have gone up quite a lot and he goes through this in this chapter. Yet commission prices have either remained the same or gone down. So, what happens is that after costs the profits are tiny or worse, you end up in the red. The key going forward is to promote specialist high value products that not many people have access to. This model, the four core areas is built around that.
Is there a perfect path?
In this chapter, Dean talks about there being a perfect path, he calls it, the perfect path to 7 figures. It’s a three step process, where you start by promoting someone else’s products as an affiliate marketer, as this builds you get to a position where you are able to create and promote your own products. Then you grow the business and scale it where you conduct seminars, webinars and produce your own materials and books. That is where you really get established and you can pull in seven figures a year. This is a longer term plan after you have mastered affiliate marketing.
It’s what’s under the iceberg you need to see
As with a real life iceberg, you can’t see most of it because it’s hidden underwater. That was Dean’s inspiration around the book because what we think affiliate marketing is, and the way it’s shown to us isn’t what it’s like in reality. All the shiny products and social media, videos and content only show you the rosy side of it. The reality is the rest of the iceberg underneath the water and Dean’s book the iceberg effect, explores this and teaches you what to avoid and what’s important.
The future is bright
So having read this book I found and you will too, that things are a lot clearer. By reading this book, do you become the best affiliate marketer in the world? No, do you become head of an empire with millions? No. What you do get is a concrete, solid foundation, the right mindset and you start a journey, walking down the right road with the least obstructions to a known destination where someone you like, know and trust is leading you. In fact, you can see your mentor just ahead of you and you follow him, and whatever he sees, does and avoids along the way he tells you before you get there, you then do the same. You can then tell people who are behind you what they need to do how they need to think and add value for them.
I urge you to read this book, even if you’re not interested in affiliate marketing, even if it’s because you want to learn something new or you just love reading, it really is worth having a read. The great thing is you get the bonus of an audio version of it, so you can listen to it in the car or wherever and you also get access to an online masterclass, where Dean himself teaches you and talks you through the key learnings from it. You also get 7 days of emails with extra content and inspirational insights. This is really important as it’s your first interaction with Dean and you will learn from him.
This should be a turning point in the life of anyone who reads the book and wants to be a full-time, affiliate marketer. It’s the first step up the ladder. However, having been up many ladders and down many slides, been sent up broken ladders and have has the ladder pulled away from me when I’m at the top! Dean’s ladder, the iceberg effect is the right ladder to be on and as long as you stick to it, learn from him go, step-by-step consistently, and we don’t chase money we chase the vision and that’s where the fruit is and that’s where life will change.
I’m very blessed to be on this ladder and I can’t wait for you to join me on this ladder, just a few steps behind, imagine where it will take us?
Thank you for reading, I hope it helped you in some way. Is this what you are thinking of doing? Let me know your thoughts. You are only a few steps behind me!
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Until next time, take care.
Atif
#Atif’s Academy
Atif, Excellent review of Deans book! To be your first “Book Review” I would say that you hit it spot on and Dean would approve. The “Iceberg Effect” has been a real Life Changer for me as it was the first book I had read that had a 100% honest an open look into the Affiliate Marketing world. Dean carries the honesty through into his Mentorship roles as well. Well Done!
David, many thanks for your comments. I just said it as I felt it and I’m glad it came across well. It’s like I say to my children just be honest because then you have integrity and people believe you and trust you. That’s what I have always tried to do in everything, and I believe Dean does too. Thanks so much. I appreciate it. . Atif
Hi, thanks for a very detailed review, lots of tantalising hints as to what might be in there…
What is one out standing ‘takeaway’ you got from the book?
Tony, thanks for the comment. The biggest takeaway for me was the 4 core areas, giving a structure and an order in which it should be done. Up until know I was doing bits of each totally misaligned. Also the fact that Dean has done this and that it’s possible for me to also. Many thanks, Atif
Great summary, Atif! And especially with this being the very first one done! You’ve given enough to make me want to read it – again!
Thanks for your insightful approach.
Michael, thanks for reading and leaving a comment. That’s good to hear that you want to read it again. I think it’s one of those books where each time you read it you notice something new or something different. Let me know if you find any new insights that you can share. Thanks, Atif.
Great book review Atif! I like the way you broke things down and shared some of the most important sections/points, I mean it’s all important and amazing really 🙂 Including Russell Brunson and Alex Jefferys is great too, providing credibility!
I was amused with the four core areas and thought “The four wise men” was a great title for it!
For a first review it was awesome and highlighted very well!
Look forward to your next posts!
Take care,
Denny
Denny, I tried to make my subheadings slightly different from the actual book ones to keep it a bit fresh. And the ‘four wisemen’ just came to me. Thank you so much for your kind words. Talk soon thanks, Atif
“Designing the life you want”. Wow. Reading that almost made me cry.
For so long in my life, I have done what I perceived as being expected of me. I never really stopped to figure out what I wanted out of life. Not that my life has been bad, not at all, but have the things I’ve done been on purpose?
Now, at 62, I thoroughly embrace designing what I want the rest of my life to look like. A BIG piece of that is financial and time freedom.
Looks like The Iceberg Effect is a book I want to read!
Katrin, I think this whole journey is quite emotional as we are trying to improve ourselves and create the life we want. That means thinking back and digging deep and probably bringing up things that we don’t want to face. But that’s okay because that’s how we learn that’s how we improve. This is your chance to build the life that you’ve always wanted whatever it is. For too long we’ve been dictated to by schools and governments and companies. Now it’s time to do something for others and ourselves and our families. I pray you get the financial and time freedom very soon. Thank you, Atif
The part I most appreciated of “The Iceberg Effect” was the WHY exercise Dean’s walks readers through. When I first went through that section myself, it really helped me zoom in on what was really driving my desire to start an online business, at my core. And it was that I know I am capable of being a successful entrepreneur and I knew that if I never attempted it, never gave it a real effort, that I would have such big regrets at the end of my life – like I had let myself and my two boys down. And that’s just not something that sits well with me. So when things are getting hard or frustrating, I go back and think of my WHY and it keeps me moving forward.
All the best,
AK
Acasha, I agree the WHY exercise threw my mind a little bit. We think we just want some more money so we can do some more stuff. But when you really think about it what if it works and what if you get what you always wanted what are you gonna do with it. How are you gonna help others who will it affect?. I love the confidence when you say ‘ I know, I am capable of being a successful entrepreneur’, that’s great. Talk again soon thank you so much. Atif
Atif, what a fantastic review of The Iceberg Effect! I’ve had the pleasure of reading the book and truly enjoyed it. I picked up some valuable insights, especially discovering “My Why.” Exploring the “four areas of focus” was a game changer for me as I embark on my affiliate journey.
Sherri
Sherri, absolutely the MY WHY and the four areas of focus really are the two key things in this book that I think have the biggest impact. I’m so glad you have embarked on your journey to becoming an affiliate marketer and I will be following what you do and learning from you also. All the best take care. Thanks, Atif
This is an insightful and thorough review. The concept of the iceberg effect is great – I like how you’ve explained the importance of this concept, and how you start to reveal how deep that iceberg goes summarizing the different chapters – valuable information
Nathan, I’m so glad you found it useful and thank you for your comment. You always find the reason things don’t work or why we have difficulties is because we haven’t dealt with something that’s deep underwater. It’s those things once dealt with what opens the doors for everything else to happen. I wish you all the success with your journey. Thanks, Atif
I love the messages you share from the book, especially the part on attitude. Indeed, when you don’t have the right attitude, you will unconsciously sabotage yourself.
For example, when you don’t believe in yourself, you will have the tendency to do “busy work”, like tweaking your logo, instead of focusing on driving traffic.
Alan, absolutely right. You can be the cleverest person in the world or the most hard-working, but if your attitude isn’t right then you don’t help others. Any fact in the long-term you don’t even help yourself. Thank you so much. Talk again soon, Atif
Arid,
Hello! Excellent post. I love how you have broken down the essence of Dean’s book! Especially the 4 core areas. Very interesting read, and should definitely gets people’s attention.
Kelli
Kelli, thank you so much for the great feedback. I tried to break it down into simple headlines for people that have never read it before or seen it. For me, the core areas was one of the most important things because even though I was doing those things in bits and pieces, they were all in the wrong order and I wasn’t doing them right. This gave so much clarity, and I hope it does for many others. Thanks. Atif
I have not made time to read the book yet but your post encourages me to do so. Well done.
Graham, well my friend, I think it’s time to get the book out dust it off and start reading it. I think you’ll find once you start reading it. You’ll probably go cover to cover very quickly. Once you do please give me your thoughts and I look forward to what you do with it. Many thanks take care, Atif
Atif, you nailed your first book review! I’ve read the book, too, and found it very helpful. What I got most excited about was the four core areas. When I read the book, my husband and I had been trying our hand at affiliate marketing with no success. I had no clear idea of what affiliate marketing is. I had seen so many people simply promoting their products that I wasn’t sure if this online business was just a scam. I was really impressed that Dean doesn’t try to sell anything in his book and outlines, in general terms, what it takes to build an online business. It is doable, and it’s possible to build a business ethically. The book set me to give my all to starting my own business!
Nakina, thank you so much. I think you hit the nail on the head, it’s about clarity. When we start looking ant affiliate marketing, we all see videos and bits and pieces and try and copy what others are doing. But there’s no system. There’s no steps to follow in the right order. That’s exactly what I got, and I’m sure you did as well from this book. It’’s very clear what to do and in which order as a foundation. Thanks so much again talk soon. Thanks, Atif.
It’s very hard to believe that this is your first book review. It’s really detailed and very helpful. The Iceberg effect book was where I started, and I read it from cover to cover. A brilliant way to get into affiliate marketing.
What theme are you using for your blog?
Sarah, many thanks. I haven’t really done book reviews before it’s probably because I liked the book so much that it came across in that kind of way. I agree it’s a brilliant way to get into affiliate marketing. The theme I’m using is called minimalist. I like it because it’s very clear plain and simple, thank you so much . Atif
Atif, I felt the emotions come up again reading this post as they did when I first read Deans book. The mindset was where I was going wrong and this book changed the game for me. I truly believe success only starts with a shift to a positive mindset and clear clarity on your ‘why’. Do you any other books you recommend?
Kelley, absolutely right, it’s all about mindset. You can have the best ideas, be the cleverest person, but if your attitude isn’t right it doesn’t make any difference. It’s the attitude that will make you successful. In terms of other books, I do have quite a few around mindset, and also process and how to think in certain ways. I guess I could do some more reviews. Thank you so much for all of your help. I’ve learnt a lot from you and I really appreciate it. Thanks, Atif
Atif – I can see the magnetism of The Iceberg Effect book has drawn you in. I can totally relate to Dean Holland’s indebtedness back in 2008 because that’s where I am now and unfortunately I cannot hide that from my accountant. I’m sure many of your readers can attest to the same. And I think you are right – if Dean can make it from that position then so can we – his readers.
While it is correct in stating that having positive thoughts and not playing the victim card is a key to progress – it can also be stated that Dean is very much forthcoming with the mistakes that he’s made because he truly doesn’t want us to fall into the same traps and make those mistakes ourselves. And you yourself state the same in your review of Dean’s book.
Robert, absolutely, we have to be forthcoming with our mistakes. Facing those and learning from them and then tweaking things is where things start to get better. I’m sure very soon you’ll start to see results and start to build things up. It’s only a matter of time and effort, and then you’ll be able to put your accountants mind at rest as well as your own. I look forward to seeing your success. Thanks, Atif
Great review Atif,
I’ve rarely read a book like Deans which has had so much of an impact in my business. You’ve provided a lot of great things for readers to look at and frankly, order the book for them to read!
Marc, thanks. Yes it really is a great book and it’s great that it’s had an impact on you and your business. I hope others can see the value in it and take that first steppingstone for building their own affiliate business. Thanks, Atif
Atif, A most complete review of Dean’s book. I have read it a few times and you’re right on the mark. I believe it is destine to be THE internet marketing Go-to-bible for anyone that is serious about succeeding online.
Lenny, thanks so much. It’s great that you’ve read it a few times. What are the key takings that you took from the book. It certainly is the go to book for affiliate marketing. A good foundation to get everything aligned to then build up from. It’s only the beginning. Thanks, Atif
Good review, Atif,
If I had any spare time, I’d read the book for a 3rd time. Occasionally, I re-read Chapter 5, The Four Core Areas of Focus, which I think is the most important chapter. I’m amazed that more of the people I have communicated with through my various marketing attempts haven’t bought the book. After you start attracting readers from outside the group, I would change the horizontal banner at the bottom of your post, which I think is for The Quick-start Challenge, to one offering The Iceberg Effect.
Cheers
Phil
Phil, wow, the third time you are eager. I agree the four core areas are the most important. Thank you so much for pointing out the banner after you mentioned it I went and took a look and you’re absolutely right. It was the wrong banner for that post. I’ve changed it and in fact, I’ve gone through all my posts and re-thought what goes in there at the end if anything at all. Thank you for pointing that out. Take care, Atif
I want that book!!! Oh ya…I have it already! Great review and use of the tools within the book to educate and inspire your readers. Well done!
Sharel, thank you so much for the comment. It is a great book and I hope you got out of it as much as I did. How are you getting on with everything? I hope things are fitting into place. If there’s any way I can help you please don’t hesitate to ask. Take care, Atif
Great book review.
I read it and listened to the audio version many times.
Every time I find something interesting in it. Is more like a handbook or user manual of how to do an online business.
The beauty of it is that Dean Holland put his decade of expertise in this subject into a book, where within a couple of hours anybody can gain from his experiences and avoid mistakes he made.
To be honest, I wish this book was written 10 years ago, it would definitely save me a lot of wasted time and money.
What can I say, I highly recommend it too.
Good job Atif.
Tom
Tom my friend, thanks so much for your comment you’re right, every time you read it something else sticks out or you learn something new that you didn’t notice before. I agree with you I wish I was 10 years younger and I read this book then, life would be very different now. However we’ve still got the chance to do amazing things let’s make this happen. Thanks, Atif
Nice and complete summary of the Iceberg Effect book. I must tell I read this book twice and now it’s my reference for my affiliate marketing business. The first time I read the book I received a boost of motivation like nobody else than Dean Holland can do. The Iceberg Effect is really the help I needed to start my own online business. I’m glad you feel the same.
Regards,
Martin
Martin, thank you so much for the comment. It’s great that you’ve read the book again. You’re right it is like a reference material for running the business. I find when you read it again. You notice different things and little statements that you didn’t notice the first time. How are you getting on with your journey? I look forward to seeing your success soon. Thanks, Atif
Atif – This was a most excellent review of the book! I readd it as well and agree with every point, especially how Dean seems to have a conversation with the reader. I continue to learn from the concepts on the book and plan to read it again soon so I can track my progress. Thank you for this review and thank you for you tips and advice. It is much appreciated! I am enjoying following your journey!
Ernie, thank you for your kind words. It’s nice to see that like-minded people on a similar journey to me, feel the same and agree with the things I said. It gives you confidence that we are on the right path and we doing the right things. I wish you all the success and talk again soon. Thanks, Atif.
Well done , you gave just enough to make a person want to see more . Definitely dangling the carrot in front of the horse. And I must agree this is an excellent book. Look forward to your next post keep up the good reads.
Jon, thanks so much for your comments. I tried to just give a taste of what the each chapter was about because obviously you can’t just tell them everything as it would’ve just been the whole book. How are you getting on? I look forward to reading your story too, thanks, Atif
What a great book review of an extraordinary book and author! Yes we can all be encouraged by reading it and persevering in our daily efforts. This whole experience is like finding the Holy Grail. Thanks for your insightful summary.
Kate, thanks for your comments and I’m glad you found the review useful. I feel like I’m on a journey of discovery and it feels like we have found lots of nuggets of gold so far. I can’t wait to see what happens next. I hope you’re getting on okay. Talk soon thanks, Atif
Hi Atif, thanks so much for the review of this book, I have a copy and took it off the shelf a few weeks ago and it now sits on my dining room table as I shared it with someone, but I have only read a few pages. However, your review has inspired me to read it as I am excited to read the section on WHY. This is for me a very important part of the process that I need to get right as I know there will be difficult days ahead (when developing a business) and knowing deeply what my WHY is will help sustain me on the journey.
Eleanor, many thanks for your comment. It’s great that you have the book out again and you are ready to read it. I would read it cover to cover, it’s not that long. Then concentrate on the WHY and the four core areas in detail. We have a great opportunity ahead of us and exciting times. I look forward to reading your thoughts on the book. Thanks, Atif
Atif,
This is a great summary of the book, It goes through all the pitfalls in affiliate marketing and provides an understanding of how to go around them. One of the things that I found exciting was that the book came with an audio version and a master class.
Once I completed them I did the quick start challenge and I was hooked on Dean’s mentoring.
It has turned out to be one of the best decisions for my online marketing business.
P.S. Like you have put up the option to join your newsletter. Look forward to read it.
CJ
CJ, many thanks for your comments. you’re right, having an audio version the book is amazing. Just the other day I was in the gym on the treadmill listening to it again. It’s amazing when you listen to it multiple times how you pick up other little points and little nuggets. I also did the Quickstart challenge and that’s what introduced me to the journey I’m on now which is amazing. You are most welcome to join the newsletter and I’ll be adding extra material to my subscribers on a weekly basis. Thank you so much, Atif
Atif,
That was a great book summary. I enjoyed the Iceberg Effect as well, Dean is a master at affiliate marketing and I am grateful we have him as our mentor and the person who will guide us to success. He brings all the most important areas into focus that we must learn and master to be good at affiliate marketing.
Best,
Stephanie
Stephanie, thank you so much. I’m glad you enjoyed the summary. Absolutely, we have the best mentor and I really look forward to us both and everyone else achieving great success. How are things going for you? thanks, Atif
Hi Atif,
Given the array of positive comments preceding mine, it’s a challenge to bring something entirely new to the table. However, I echo the sentiments of those who applaud this as your inaugural book review – a succinct and compelling summary that has piqued my interest to dive into the book myself. Congratulations on this commendable effort!
Your commitment to sharing valuable content is evident, and I’m confident your readers will continue to appreciate your insights. Wishing you continued success on your journey, and may your passion for sharing knowledge lead to even more enriching experiences. Best of luck!
Ezequiel, thank you so much for your kind words. I’m glad you and others found that book review useful. When you really like something or are passionate about it, you try and talk about it in a way where others will also be interested. This is all a learning curve I’m not sure in time things will improve and we will get better at what we’re doing. I hope you’re getting on well, I’ve been following your journey too, you’re doing great. Thanks, Atif