Case study: Shaun's Personal Fitness Program

But all's well that ends well...

...and in the end this is what Shaun had to say about the Challenge -- watch the video

Shaun's challenge has been our challenge too - we've been highly motivated to help him and also to prove that the 12-step mentoring program works even when the odds are low.

To allow everyone to follow Shaun's progress, we've launched the campaign starting with Dr Alex's persuasive article Why did I get $196 speeding ticket today? on 10th of April 2008. The response was great - and the article itself is now a valuable resource to study.

Below is Dr Alex's rather personal announcement that at a time we had on our home page. Result? 82 subscribers to our newsletter in the first 24 hours - a good number for a service in its infancy :)

Who is Shaun McCowat?

Hi, Dr Alex here...

Have you ever been afraid of being publicly humiliated? I certainly have and I must admit that right now this fear is in the back of my mind.

Why? Because when I agreed to help Shaun build a business out of nothing, there was this voice of doubt inside me repeating, "what if it is a flop, what if it is a flop, what if it is a flop..."

Indeed, why wouldn't it be a flop: Shaun is only 18, his experience of starting, building or running a business is nil; zilch; nada... he has no money and no rich auntie around the block to help him out...

What's more, Shaun is a personal trainer, and fitness industry is EXTREMELY competitive and with well-entrenched deep-pocket players. Just type "get fit" in the Google search box and you get 24,100,000 results - not exactly a tiny niche market you can easily monopolize.

What can I say - Shaun is a big-time underdog.

And yet... what if he does succeed? Putting your reputation on the line to meet the challenge against all odds is exhilarating and energizing - so much so that it earned me a speeding ticket two hours after my meeting with Shaun! ( I even posted the details of this in my Underdog Marketing blog )

Besides, Shaun does know his job - I must say some of his get-fit ideas are cool, more than cool in fact, but they have never been tested, so what if they don't work at all... ( ah, here's that nagging voice of doubt again )

Be it as it may, we'll share the entire Shaun's story with you as it unfolds. You'll see all the business-building strategies and techniques we use...

( by "we" I mean PR legend Penelope Herbert, salient marketing whiz Terry Reeves, and yours truly - we'll be Shaun's trusted advisors as he too faces the biggest challenge in his life )

And let me tell you, you're in for a treat...

If you are a skeptic, let me assure you: this is NOT some scheme to get your email so I could bombard you with annoying commercial messages... in fact, our Underdog Marketing Formula 1.0 is currently off the market... and I give you my word there won't be any Adsense or other pay-per-click revenue-collecting schemes either.

The challenge is HUGE, though - so we'll be putting our marketing abilities to a true test - and in the process we'll be revealing to YOU our deepest, mightiest PR secrets that you can use instantly to wire, inspire and uplift YOUR OWN BUSINESS!

Get ready to receive some pure, simple and insanely powerful info while having fun!

Note: subscribing is FREE and gives you EXCLUSIVE ACCESS to:

• Our BEST and HOTTEST marketing tips -- and how Shaun applies them to start and grow his biz from scratch
• The insider view -- find out what's going on at the Underdog Marketing Challenge
• TOP business-building tools and resources -- and the role they play in Shaun's new business