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McCarthy mentioned that he knew a great many
people in San Francisco who were involved in videopal review and doing other kinds of high-tech promotion. It seemed
logical that they would be a perfect audience for a conference to discuss the potential of the World Wide Web
not as a technical marvel (though it was certainly that)
but as an exciting new commercial marketing medium.
He knew that ad agencies, direct marketers, and multimedia experts would be interested. On June 11, 1994,
McCarthy convened a small seminar called “Making
Money on the Internet—Yes, You Can Do It!” There McCarthy, Mark Graham, and a third Internet expert, Mark
Fleischmann, sat down with one ad agency connection—
not someone technically inclined but a bright guy named
Rick Boyce. McCarthy explained the basics: there’s a page;
you put a square on the page; if someone clicks on that square
(the ad) it leads to another page (the client’s home page); you
can count how many times you displayed the page and how
many times someone clicked on that box. In other words, you could track conversions—visits that turn into sales. That got Boyce’s attention. Six months later, Boyce was head of business development at HotWired, and the banner ad made its splashy debut. But McCarthy’s real coup came on November 5, 1994, when about 150 people crowded into a conference space in San Francisco. Many were drenched to the skin from an uncharacteristically heavy rain, while others stood shaking out their dripping umbrellas and shuddering the rain off like dogs. The carpet grew soggy from the amazing array of shoes soaked through and squishing with every step: wingtips, Birkenstocks, rubber flipflops, high heels, sneakers, expensive loafers, biker boots. This eclectic mix showed up for what has been called thefirst Internet Marketing Conference ever: “Multimedia Publishing on the Internet.” McCarthy was the keynote speaker; Graham, the guest speaker; and Andreessen, the featured speaker. A panel of people already engaged in online business and marketing rounded out the day; they included Maurice Welsh of Pacific Bell; Anna Couey of The Well; Bruce Moore of CareerMosaic; John Barnhill of Silicon Reef; and Mark Fleischmann, of Internet Distribution Services. Just to give you a feel for the state of things at the time of the conference, let me just point out Fleischmann’s most recent accomplishment at the time: he helped launch the
Palo Alto Weekly online in January 1994. It was the firstever commercial newspaper to make its content available, free of charge, to anyone with access to the Internet. The press release issued a month after the paper first began “testing its Internet presence” proudly reported that more than 2,000 different computer systems had accessed the paper despite there having been no public announcement of the publishing project. The press release had to include two paragraphs explaining what the Internet was: “The Internet is a world-wide computer network linking more than 20 million people in commercial, educational and government organizations. With Internet access to individuals now available for as little as $20 or less per month, the current growth rate is more than a million people a month.” Computer users were advised to check with their ISPs about how to gain access to the World Wide Web— that’s how new it was. McCarthy’s conference wasn’t a “how-to” so much as a “what-to” introduction to the possibilities. He was plugged into the multimedia world at the time, and although his main income until around 1996 came from the videopal review, he was already doing trainings and seminars aimed at helping people who wanted to make the transition from offline multimedia promotion to Web multimedia. In his talk at the conference, McCarthy offered a number of visions about the future, and at least 80 percent of them have already come to fruition. At a time when most people were skeptical that the Internet would ever be a successful, selfsupporting commercial enterprise, he was so convinced that things were about to change dramatically that he published an article not long before the conference called “Why You Should Stop @#!%&*-ing Around and Get on the Internet NOW!” Since then, he has codified Internet Marketing into a comprehensive blueprint that he presents in both his products and his highly regarded, annual “The System” seminars. And he’s still advising others to “Stop @#!%&*-ing Around.”
When the Student is Ready… …the Master will appear. This bit of ancient Chinese wisdom can apply to nearly every part and parcel of our lives. In the Internet Marketing industry, however, it needs a small caveat: the student must really be ready. There are now dozens of major seminars and conferences, and literally hundreds of specifically targeted ones each year. Many of these can run up to five figures a head. Yet if there is one thing that all the gurus have agreed upon, it is that anyone who is truly serious about succeeding in Internet Marketing needs to go to at least one major live event. In the early days, the easy choice would have been Jonathan Mizel’s seminar. From 1995 to 2001, Mizel and his company, Cyberwave Media, held
the Internet Marketing seminar. As Paul Myers put it, that was where the cool kids hung out. (Of course, that would be just the first wave of “cool kids”; not every Internet Marketer who fits that description had hit it big at the time, or even gotten started.) If they weren’t attending, they were speaking: Paul Myers, Corey Rudl, Jim Edwards, Marlon Sanders, Declan Dunn, Ken McCarthy, Tom Antion, Stephen Mahaney, and a little later Yanik Silver and Terry Dean.
Other Internet Marketers have hosted seminars throughout the years, notably Carl Galletti and Ron LeGrand, but when Jonathan Mizel gave up his twiceyearly “Online Marketing Power Summits” (and all the speaking engagements in between—an exhausting schedule), there were two consistently held, reliably topnotch seminars to fill the void: the “System Seminar” (Ken McCarthy) and the “BigSeminar” (Armand Morin). The students of the early seminars frequently became the speakers at the later seminars, although the pioneers in the first wave still speak at these and other conferences around the globe. It’s been said that the only thing most people fear more than death is public speaking. Most of the gurus I know hadn’t planned on careers that involved standing on a stage in front of strangers; they became speakers almost by necessity, by virtue of their successes as Internet Marketers. But at least one well-known guru did exactly the opposite: already accustomed to the stage, he became so successful he took his “act” online in 1994. Tom Antion hasn’t had a job in thirty years. He’s worked—and worked hard—but he’s worked for himself all his life. By the time he graduated from college, he already owned five apartment buildings and a hotel. Built like the football jock, Antion went to a big-name college on a football scholarship and was a starting guard for two years (he even received an award from the National Football Foundation and Hall of Fame in 1973). His helmet protected the keen mind (he was Valedictorian of his high school class) of a determined entrepreneur who has owned and operated the second-largest nightclub in West Virginia, a print shop, a video production company, and an internationally known entertainment company. He’s survived two gun fights, one knife fight, and one car fight–he had a car drive through his living room. But he made his millions online by talking about what he does best: public speaking.Antion was online back in the days when posting anything even vaguely commercial online would enrage the technical people who would send out videopal review: “You’re going straight to hell for this because we own this place. This is not for marketing.” But marketing was what he knew. Antion spoke about sales and customer service and always did fairly well for himself although he was never a worldwide known figure like Tony Robbins or Zig Ziglar. He did well enough, though, that he often got requests from people asking if he could teach them how to speak in public. He was happy to oblige because public speaking was something he enjoyed, but it didn’t take him long to realize that individual and even group coaching would take up all his time. That moved him to create the Wake ‘em Up
Video Professional Speaking System, still the best selling professional speaking system available. In keeping with his goal of never working for someone else, he decided to market it online. It was not as simple as it sounded. In his characteristic smooth style, Antion tells a story that is the modern-day equivalent of the grandparents’ tale of walking ten miles barefoot in the snow to get to school:
you put a square on the page; if someone clicks on that square
(the ad) it leads to another page (the client’s home page); you
can count how many times you displayed the page and how
many times someone clicked on that box. In other words, you could track conversions—visits that turn into sales. That got Boyce’s attention. Six months later, Boyce was head of business development at HotWired, and the banner ad made its splashy debut. But McCarthy’s real coup came on November 5, 1994, when about 150 people crowded into a conference space in San Francisco. Many were drenched to the skin from an uncharacteristically heavy rain, while others stood shaking out their dripping umbrellas and shuddering the rain off like dogs. The carpet grew soggy from the amazing array of shoes soaked through and squishing with every step: wingtips, Birkenstocks, rubber flipflops, high heels, sneakers, expensive loafers, biker boots. This eclectic mix showed up for what has been called thefirst Internet Marketing Conference ever: “Multimedia Publishing on the Internet.” McCarthy was the keynote speaker; Graham, the guest speaker; and Andreessen, the featured speaker. A panel of people already engaged in online business and marketing rounded out the day; they included Maurice Welsh of Pacific Bell; Anna Couey of The Well; Bruce Moore of CareerMosaic; John Barnhill of Silicon Reef; and Mark Fleischmann, of Internet Distribution Services. Just to give you a feel for the state of things at the time of the conference, let me just point out Fleischmann’s most recent accomplishment at the time: he helped launch the
Palo Alto Weekly online in January 1994. It was the firstever commercial newspaper to make its content available, free of charge, to anyone with access to the Internet. The press release issued a month after the paper first began “testing its Internet presence” proudly reported that more than 2,000 different computer systems had accessed the paper despite there having been no public announcement of the publishing project. The press release had to include two paragraphs explaining what the Internet was: “The Internet is a world-wide computer network linking more than 20 million people in commercial, educational and government organizations. With Internet access to individuals now available for as little as $20 or less per month, the current growth rate is more than a million people a month.” Computer users were advised to check with their ISPs about how to gain access to the World Wide Web— that’s how new it was. McCarthy’s conference wasn’t a “how-to” so much as a “what-to” introduction to the possibilities. He was plugged into the multimedia world at the time, and although his main income until around 1996 came from the videopal review, he was already doing trainings and seminars aimed at helping people who wanted to make the transition from offline multimedia promotion to Web multimedia. In his talk at the conference, McCarthy offered a number of visions about the future, and at least 80 percent of them have already come to fruition. At a time when most people were skeptical that the Internet would ever be a successful, selfsupporting commercial enterprise, he was so convinced that things were about to change dramatically that he published an article not long before the conference called “Why You Should Stop @#!%&*-ing Around and Get on the Internet NOW!” Since then, he has codified Internet Marketing into a comprehensive blueprint that he presents in both his products and his highly regarded, annual “The System” seminars. And he’s still advising others to “Stop @#!%&*-ing Around.”
When the Student is Ready… …the Master will appear. This bit of ancient Chinese wisdom can apply to nearly every part and parcel of our lives. In the Internet Marketing industry, however, it needs a small caveat: the student must really be ready. There are now dozens of major seminars and conferences, and literally hundreds of specifically targeted ones each year. Many of these can run up to five figures a head. Yet if there is one thing that all the gurus have agreed upon, it is that anyone who is truly serious about succeeding in Internet Marketing needs to go to at least one major live event. In the early days, the easy choice would have been Jonathan Mizel’s seminar. From 1995 to 2001, Mizel and his company, Cyberwave Media, held
the Internet Marketing seminar. As Paul Myers put it, that was where the cool kids hung out. (Of course, that would be just the first wave of “cool kids”; not every Internet Marketer who fits that description had hit it big at the time, or even gotten started.) If they weren’t attending, they were speaking: Paul Myers, Corey Rudl, Jim Edwards, Marlon Sanders, Declan Dunn, Ken McCarthy, Tom Antion, Stephen Mahaney, and a little later Yanik Silver and Terry Dean.
Other Internet Marketers have hosted seminars throughout the years, notably Carl Galletti and Ron LeGrand, but when Jonathan Mizel gave up his twiceyearly “Online Marketing Power Summits” (and all the speaking engagements in between—an exhausting schedule), there were two consistently held, reliably topnotch seminars to fill the void: the “System Seminar” (Ken McCarthy) and the “BigSeminar” (Armand Morin). The students of the early seminars frequently became the speakers at the later seminars, although the pioneers in the first wave still speak at these and other conferences around the globe. It’s been said that the only thing most people fear more than death is public speaking. Most of the gurus I know hadn’t planned on careers that involved standing on a stage in front of strangers; they became speakers almost by necessity, by virtue of their successes as Internet Marketers. But at least one well-known guru did exactly the opposite: already accustomed to the stage, he became so successful he took his “act” online in 1994. Tom Antion hasn’t had a job in thirty years. He’s worked—and worked hard—but he’s worked for himself all his life. By the time he graduated from college, he already owned five apartment buildings and a hotel. Built like the football jock, Antion went to a big-name college on a football scholarship and was a starting guard for two years (he even received an award from the National Football Foundation and Hall of Fame in 1973). His helmet protected the keen mind (he was Valedictorian of his high school class) of a determined entrepreneur who has owned and operated the second-largest nightclub in West Virginia, a print shop, a video production company, and an internationally known entertainment company. He’s survived two gun fights, one knife fight, and one car fight–he had a car drive through his living room. But he made his millions online by talking about what he does best: public speaking.Antion was online back in the days when posting anything even vaguely commercial online would enrage the technical people who would send out videopal review: “You’re going straight to hell for this because we own this place. This is not for marketing.” But marketing was what he knew. Antion spoke about sales and customer service and always did fairly well for himself although he was never a worldwide known figure like Tony Robbins or Zig Ziglar. He did well enough, though, that he often got requests from people asking if he could teach them how to speak in public. He was happy to oblige because public speaking was something he enjoyed, but it didn’t take him long to realize that individual and even group coaching would take up all his time. That moved him to create the Wake ‘em Up
Video Professional Speaking System, still the best selling professional speaking system available. In keeping with his goal of never working for someone else, he decided to market it online. It was not as simple as it sounded. In his characteristic smooth style, Antion tells a story that is the modern-day equivalent of the grandparents’ tale of walking ten miles barefoot in the snow to get to school:
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