How To Make a Mint makes everything about monitoring and managing your finances super-easy.

The site is a marvel of simplicity – simple copy, simple navigation, simple user interface.

What's amazing  is: the conceptual “sale” they have to make to get you to share your financial information with them (necessary for their site to be of any real use to you) is a complex sale. They have to overcome a very rational fear on the part of their prospect (“why should I give these guys all my passwords? What will they do with that information?”).

Add to that the following complexity: after they've convinced you to give up all your usernames and passwords for all your financial accounts, then they have to interact with all those other websites to aggregate the data into a very user-friendly online “dashboard” of your finances.

It all appears very simple to the end user.

But it's all very hard to do.

And they appear to be making a fortune.

So how does one do such a thing?

  1. First, lots of thinking and planning.
  2. Then lots of hard work.
  3. Make a big investment in infrastructure and programming.
  4. Take a huge risk that it will all work.
  5. Spend time and thought on marketing that is smart, effective… and simple.

Probably not what most entprepreneurs want to hear – especially the part about “thinking and planning” and “lots of hard work”.

But that's how you make a  Mint (.com).

Ray Edwards is a world-renowned copywriter and communications strategist, writing for some of the most powerful voices in leadership and business including New York Times bestselling authors Jack Canfield and Mark Victor Hansen (Chicken Soup for the Soul) and Tony Robbins. Ray is a sought-after speaker and author, hosts a popular weekly podcast, and blogs at

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  • whoissethroach

    The example of is very practical. Especially for those who want to market online. We see headlines that you can make thousands in a few days or get hundreds of leads a day. For the person who is just starting these headlines are very appealing, but you don't hear about all of the thinking and planning and hard work that those folks have put in to get those results. Besides that they are also spending money on advertising to make big money. So for the person just getting involved you must know it will take lots of hard work but you can be confident if you think things through and plan smartly and get educated by experts like Ray Edwards then you will succeed. 2010 is a year of results.

  • Bhawati Roy

    In a world gone mad, the bottom line is earn trust and sustain it.

    • That's a VERY succinct way of putting it! 🙂