The Most Dangerous Number In Your Info-Product Business


So Friday morning…

I got out of bed and launched into my regular morning hygiene routine.

Then I flipped the switch on the water boiler for my morning coffee (I personally like Cafe de Olla, it has a nice hint of cinnamon flavor to it)…

Made some breakfast…

Checked my Coinbase account (iykyk lol)

And next, I opened up my Business Manager account to check the stats of my ads to see what happened overnight.

Everything seemed normal so far…

Then something told me I should probably go check on my site. So I typed “” into the address bar and…

My Heart Skipped a Beat!

Ok, maybe that’s an exaggeration, but…

If you’ve ever run ads and have had something similar happen to you, you’ll know what I mean.

Right there on the screen was something you never want to see, much less when you have ads active and you’re driving traffic to your site.

Instead of seeing my normal website, this is what I saw…

You see, my website runs on WordPress and I use a WordPress Theme called “NewsPaper”.

I bought it from ThemeForest and have an active license key and everything.

So to see a warning page that says “The Newspaper Theme License Key is NOT REGISTERED on this website!” and other wording like “Why should you avoid nulled themes?”

…instead of seeing my regular landing page, it sucks!

My immediate thought was…

“Was I hacked?”


“How many people clicked my ad for the first time, saw the warning page, and bounced thinking I was a fraudster who can’t even afford to purchase the real theme?”

Anyway, I allowed myself to freak out for 30-seconds and then set out to fix the problem.

Fortunately, it was an easy fix.

It was a miscommunication between TagDiv (the company that creates the NewsPaper WordPress Theme) and the Envato API. Whatever the miscommunication was, all I had to do was click one button inside my theme settings and everything went back to normal just as it was the day before.

But it got me thinking…

What if it wasn’t an easy fix?

What if this lasted for days or weeks?

I wouldn’t be happy with it but I’d be ok because I have multiple ways I can communicate with my audience other than just my website.

However, that situation reminded me of one of the best pieces of advice I’ve received…

The Most Dangerous Number In Your Business is: ONE

One product.

One ad.

One sales page.

One offer.

One traffic source.

One form of communication.

One… anything.

The truth is, at any time, *something* can happen and cause that ONE thing you had to not be available, not work, or simply not exist anymore.

Your product & offer could stop converting and your income dries up.

Your ad could stop getting the same results it was getting before.

Your sales page could stop converting at the rate you need it to be profitable on your ad spend.

Your traffic source can deactivate your ad account and… woosh… from one day to the next, your daily sales just vanish.

Or in the case of what happened to me this past Friday, if the only way I had to communicate with my audience was the website, I would not have been able to stay in touch with my audience for a period of time (until I fixed the issue).

So, This Week’s Reflection…

Review your business.

Where is the dangerous number: ONE, rearing its ugly head?

Do you have one product bringing in all your revenue, make another!

Do you have one ad that’s bringing in all your sales, make another!

Do you have one sales page that’s getting all your customers, make another!

Have you only read ONE of my blog posts? You can fix that by subscribing to my weekly email newsletter lol 😉

See you next week (or sooner),
-Eddys Velasquez

P.S. I’m taking this advice of avoiding the number ONE and have now created a second product called…

“Sales Page Architect”

In it you will learn how to build your own high converting sales page step-by-step.

Even if you already have a sales page, it never hurts to have more than one.

In fact, creating multiple Sales Pages with fresh ideas & messaging helps keep the sales flowing to your product, especially once the ONE you were running before starts petering out.

And you never know, the next sales page you create could convert like crazy and be the catalyst for kicking your daily revenue & profit numbers up-a-notch.

Anyway, if you’re interested in Sales Page Architect, I’ll be letting a few people purchase the BETA version soon. If you want to be one of those people, subscribe to my weekly email newsletter and reply to any of my email newsletters to let me know.

You’ll be one of the first to get access to it, and at a lower price than everyone else will pay.