Start Where You're At: Sifu Edward & Sifu Julliana Armstrong Sit Down With Earn1KADay's Dennis Becker

Adapted from the recorded conversation; the guest's words are verbatim. The questions are reconstructed and voiced by Sifu Edward and Sifu Julliana Armstrong.

🎥 Video podcast coming soon. The complete interview will play here once published. The full conversation is transcribed below, and the audio edition will be available on sifuarmstrong.tv.

In a new Sifu Armstrong interview, the creator of Earn1KADay describes climbing out of $300,000 in credit card debt with a system built to pay him just five dollars a day.

Dennis Becker joined Sifu Edward and Sifu Julliana Armstrong for the latest Warrior Intelligence Series conversation to walk through the low point that led to one of the internet marketing world’s longest-running membership communities.

Becker (creator of Earn1KADay, author of “Five Bucks a Day,” and co-founder with Barb Ling of DAB Insiders) ran a sports-collectibles retail store starting in 1989 before eBay fees and a struggling economy pushed him toward building his own websites. Along the way, the debt piled up. “I had gotten myself in about $300,000 of credit card debt,” he said, describing being turned down for a credit card for the first time in his life. The moment that changed things was almost anticlimactic: “I remember one day I looked at the income from the day before and it was a hundred dollars for the first time... the tears were streaming down my face and I said, look, we made a hundred dollars yesterday.”

Out of that hole came a deliberately modest system: short, recurring income streams designed to pay just five dollars a day. He wrote it up as a report, was talked into selling it rather than giving it away, and launched what became the Earn1KADay membership in 2007. Nearly two decades later, the site holds close to 2,000 pieces of downloadable content, none of it ever removed.

Becker doesn’t credit luck for the loyalty his weekly emails have built over sixteen years. He credits transparency, including being open with his community about his own health challenges over the years. And when asked whether starting later in life was ever a barrier, his answer was simple: “You start from where you’re at.”

He’s equally candid about the ratio of failure to success behind everything he’s built, from a Christmas Eve shutdown of a $60,000-a-month AdSense arbitrage business to the partnerships (with Barb Ling, and separately with Jason Fladlien and Wil Matos, whose first affiliate he became) that grew out of chance meetings at his own live events. “The successes are less numerous, but the successes are always more long-term and more lucrative than the short-term failures,” he said.

He’s also embraced the current moment rather than fearing it, encouraging newcomers to use tools like ChatGPT to research income ideas, expand on what interests them, and match opportunities to skills they already have, while still warning against chasing every shiny object that promises a shortcut.

The Armstrongs took from the conversation a principle they teach on the mat as much as in business: you don’t get to start from where you wish you were. You start from where you are, and you build the discipline to keep showing up from there.

In This Conversation

Climbing out of $300,000 in credit card debt
The “Five Bucks a Day” system born from that low point
Sixteen years of Earn1KADay and nearly 2,000 pieces of content, nothing removed
Building loyalty through transparency, including about his own health
Partnering with Barb Ling, and being Jason Fladlien and Wil Matos’s first affiliate
“You start from where you’re at,” his advice on starting later in life

The Full Conversation

Sifu Edward Armstrong: When I set out to build LSTA into a federation, I had to accept a hard truth: a movement isn't scaled by one teacher reaching everyone. It's scaled by giving ordinary, committed people a system they can run to build their own income and their own community. That's the whole theory behind our Academy Commanders. So when I look at a man who has spent sixteen years quietly teaching regular people to build income streams from nothing (and built one of the most trusted communities in his field doing it), I want our operators to hear exactly how he did it.

Sifu Julliana Armstrong: And what pulls me in is that he started late, started buried, and started scared, and kept his word to his people the entire way. On the mat you learn fast that the athlete who shows up every single day beats the one with more talent and no consistency. Dennis is the online-business version of that discipline, and I wanted to know where it comes from.

Our guest is Dennis Becker, creator of Earn1KADay, one of the longest-running membership communities in the internet marketing world, an author, and a man legendary for the weekly emails that have earned him a fiercely loyal following. Dennis, it's a pleasure.

Dennis Becker: Well, thank you. Thank you. I appreciate it. Earn1KADay is my first membership site.

Sifu Edward Armstrong: Sixteen years is a lifetime online, most things don't survive sixteen months. In building the 9 Forms, I learned that a curriculum only compounds if you never stop adding to it and never rip out what already serves the student. It sounds like you've run Earn1KADay on that exact principle since 2007.

Dennis Becker: Yeah, 2007 and unbelievable. It's been, what is it, 16 years now? And when I started it, it was more of a training kind of site, and I kept adding a few bits and pieces of downloadable material that I had licence to, and I told my members, it's not about the stuff that you get here, it's about what you learn and what you do. Especially it's about the action that you take and the results that you have. And now there's about 2000 pieces of stuff inside the download area, and it's just unbelievable. I've never taken anything out. That's just the way I do things.

Sifu Edward Armstrong: For anyone who wants to see the resource for themselves. Where do they find it?

Dennis Becker: It's Earn1KADay.com. Earn1KADay.com.

Sifu Edward Armstrong: I tell my students that every real thing gets built out of a low moment nobody would envy at the time. I left a franchise with my name attached to someone else's system and had to start over from bare walls. I have a feeling your beginning was its own kind of rock bottom. Take us back and tell us the story.

Dennis Becker: How far do you want to go?

Sifu Edward Armstrong: Not all the way back to the cradle, but far enough that people understand it didn't start easy.

Dennis Becker: No, no, no. My memory isn't that good.

Memory isn't that good at all, actually in my advanced age. But yeah, my quick story is I had a retail store. I was selling sports collectibles mostly, since 1989. I had a regular job before that, but we won't go into that. And 1989, and the economy was pretty good and business was pretty good. And after a while though, the economy got worse and I wandered luckily, into eBay, which everybody probably knows about. And I did pretty well with that for quite a while. And after I had experienced several months and years of paying eBay fees, which were mounting to me for a couple of thousand dollars a month, I said to myself, there's got to be a better way to sell stuff than to do it all on eBay and then pay all those commissions to them. So I learned how to build a website, and that got me into an e-commerce kind of venture.

And I found my way into the world of internet marketing with the Old Warrior Forum and all the great people that were there. I got onto a bunch of email lists and eventually I ended up, I don't know, around 2012 or so, getting completely out of my retail store. And I was completely online and I had been online since about 2006, but things weren't going too well back then. I kept trying everything in my power to actually make a living because the people that I was on the list of kept saying, oh, all you have to do is very, very quickly you can make a fortune from your kitchen table in your pyjamas. And I said, well, I don't need to work in my pyjamas, but I'd love to make a livable income. And it just wasn't working. I remember one day, I forget what year it was, but after I tried so many things and I finally had a day, I was always tracking my income and expenses.

And I remember one day I looked at the income from the day before and it was a hundred dollars for the first time, and my wife was working with me in the store and I had her come over to my computer and I remember actually the tears were streaming down my face and I said, look, we made a hundred dollars yesterday. And she said, oh, really? Can we pay all our bills now? And I said, well, not really, not quite, but I said, it's a start. So from that point, things just sort of levelled off. And towards the end of 2005, things were at the worst. I was spending more money between the retail store and my online purchases and all that. I had gotten myself in about $300,000 of credit card debt. And I was at a point where previously I had always paid off one bill by taking a cash advance on another.

And everything was pretty much tapped out. I was at my max and I applied for another credit card and they turned me down. And I was surprised because I'd never been turned down before for a credit card. And I said, uh-oh, we got to do something. So I sat down with myself, I went into a quiet room and turned off my computer and I said, we've got to figure out how to do better than this. And I concocted, I guess you'd call it a scheme, where I would leverage the things that I knew and the skills that I had. And I called it afterwards, I called it my five bucks a day system. It was actually my goal was to create short and quick income streams that would pay me, on a recurring basis, $5 a day. And the first one that I tried did pretty well, did a lot better than $5 a day.

And I kept doing those kinds of projects on a pretty much a weekly basis. And I said, you know what? I should really write something about this. I should write a short report and give it away and build an email list for people that would want to do this, because it worked out pretty well for me. And I had given a heads-up to people in a community that I was in, that that was my plan. And some of those fellows, probably females too, reviewed it and said, you know what? You don't want to give this away. You want to sell it. So I tried to put it on ClickBank, and ClickBank said that that report is not long enough for the price that you want, which was only $12 at the time. You got to have a certain number of pages, I don't know, 25 or 50 pages or whatever.

So I beefed it up and I added some things and added some images to make it bigger and all that. And that was the beginning of that was my first ebook. And I posted it on the Warrior Forum, the Warrior Special Offers Forum, which is different than the Warrior Plus that we know and love today, the WSO Forum and a couple pretty prominent affiliates found it, bought it, read it, loved it, and started promoting it in ClickBank. And suddenly out of the blue, I was waking up in the morning and I had another 50 or a hundred sales, and I said, wow, there, there's really something to this. And then I started getting a lot of questions from the readers, and a lot of the questions were the same. So I said, you know what? I ought to learn how to create a members' forum so that I could put all the questions and all the answers in one place and people can ask me there, and then they can all share and share and success stories and all that.

So that became a free forum, a five bucks a day forum, which is still around, but not active at all now. And after that I said, well, that worked out pretty good, and it is working pretty good. So what if I asked the members, what if I asked you to pay a little bit and we will add more deliverables to what you get than just being able to chat with other members? And the response to that was pretty overwhelming. So I started the Earn1KADay forum, and that was in 2007. And I haven't looked back since. I've created a lot of membership sites since then, but that was the first, and that was obviously probably the event that changed my life.

Sifu Julliana Armstrong: That's the part I'd underline for anyone reading, the tears at a hundred dollars, and then the quiet room. That's not a business story, that's a discipline story.

Sifu Julliana Armstrong: We built an entire avatar around a truth the fitness and martial arts world usually ignores: it is never too late to start. Our Ageless Warriors pick up the Dragon Cane in their sixties and seventies and build real capability from wherever they are that day. You came to all of this later than most was that ever a barrier, or did you just decide it wasn't?

Dennis Becker: Yeah, I started that. I wish I would've been born later, but I wasn't. So the internet wasn't around when I was becoming of employment age and all that, so I had no choice. So later in life is as good a time to start as any. You start from where you're at.

Sifu Julliana Armstrong: "You start from where you're at." That's on the wall of every academy in my head. Now, we obsess over Club Sabernet, our member community, because a community is only as strong as the trust inside it, and trust is slow to earn. You've held a loyal community together since 2007, and your weekly emails are legendary. How did you actually build that kind of loyalty?

Dennis Becker: Just lucky, I guess. I don't know.

Sifu Julliana Armstrong: I don't believe luck holds a room for sixteen years.

Dennis Becker: Yeah, no, I really feel a great responsibility to serve the people that put their trust in me and have paid their hard-earned money to support the community and me. And I think people realise that. When I mail people out, whether they're on my regular promotional list or whether they're on my members' list that I update every week, I try to tell them my real feelings and I try to be very transparent about what's happening in my life. And a lot of people sort of like that, so they feel loyalty to me too.

Sifu Julliana Armstrong: That transparency is rare, and I think people can feel when it's real. You've let your community see the whole person: including, if it's alright to touch on it, some health challenges over the years. You've never hidden from that. I imagine it's part of why people see Dennis Becker as a human being, not a sales page.

Dennis Becker: Yeah, I hope so. I hope that being able to relate to me as a person and as a human being, and I have a lot of loyalty to people, especially more towards my age group, 60 plus, 70 plus, 80 plus. I'm not 80 plus yet, but I ended up getting closer to that than the others. So they relate to me and they realise that I've been where they're at and I've come through the other side and they hope that I can lead them to the same sort of success.

Sifu Edward Armstrong: There's something you can't replace about being in the same room. Half of what a federation really is gets built at the bar after the seminar ends, not on the schedule. We feel it building toward our own gatherings, the Global Alliance Tour, the first sanctioned Southeast Regional. You ran live events for years. What were they like to do, and would you do them now?

Dennis Becker: I did them. I haven't done one since, I think it was 2015, but we did I think seven of them every year starting in 2009. It was a lot of fun. The first one was in Orlando, Florida, the others were in Las Vegas. So that's where I met a lot of really great internet marketers who agreed to speak for me. People like Jason Fladlien and the Rhodes Brothers and Barb Ling, who I later became business partners with. These are all people that have been around and have been an inspiration to me. I don't think I have the energy anymore to do the live events. It was really draining. It really wasn't profitable, but profitable in terms of finances and profitable in terms of paying things forward and getting people together and learning and being able to sit down at the bar or at the restaurant or whatever and break bread with, that's more valuable than any amount of money.

Sifu Julliana Armstrong: You just named Barb Ling, and I love a good origin story about how two people end up building something together, because the best partnerships rarely start as business. How did that one come about, and what do you do together now?

Dennis Becker: Barb was a speaker at a couple of my events and we're both from New Jersey and we flew out there together and on the same flight from Newark to Las Vegas. And we became sort of close, and she'll probably laugh about this more than I will, but the first event she spoke at, we were on the same flight coming home and I was going to meet her in the lobby at the end of the event and we were going to share a cab ride back. And she was waiting for me in the lobby about, I don't know, 4:00 AM, 5:00 AM. It was an early flight. And she said, Hey, guess what? My ankle fell off. I said, what? You're kidding? She said, no, no. She was just packing in her room or whatever, and her ankle just collapsed and she still deals with it to this day.

She had to have her ankle fused and whatever. We never forgot that. I helped her get back to the airport and get her through security and onto the flight and off the flight where her husband picked her up and all that. And we became friends. And over the course of a period of time, we kept in touch on Facebook Messenger and I was, back then I was... Sean Mize, I don't know if you remember him, you probably do. Sean Mize was a great internet marketer and very prolific on the Warrior Forum, on Warrior Plus. And he decided to close his business and he sent out an email saying, if anybody is looking for good assets, I'm willing to talk. And so I said to Barb, I said, I could do this... If you were to help me, we could do this together.

But I said, I don't want to do this alone. And she agreed she wouldn't want to do it alone, either pick up his complete stock of products and websites and Warrior Plus account and all that. So I said, well, let's do it together. And we became partners to do that and it's become a whole lot more sense. Sean has moved on and going on hopefully the bigger and better things, and we've acquired his product base and they did pretty well with it for a while. They're less evergreen now than they used to be, but Barb and I created a Warrior Plus business that is now our bread and butter.

Sifu Edward Armstrong: You've made a real practice of acquiring and stewarding other people's work rather than only creating your own, which, to me, is a deeply operator mindset: recognise a valuable system, take it on, keep it alive. Am I right that you picked up the rights to Jason Fladlien's very first product range? We spoke with Jason not long ago about high-ticket offers, so our readers know exactly who you mean.

Dennis Becker: Absolutely. He and Robert Plank were partners in a group, a membership back in 2008, 2009, and I was a paying member, and that was another case where they said, this is sort of burning us out and we'd like to solicit bids for the rights to the ongoing membership and the content, exclusive rights to the content. This was called Daily Seminar, dailyseminar.com. So I had Jason's phone number, which I called, and he answered by himself and I said, Jason, I hear you're wanting to sell exclusive rights to your content. What are we talking as far as money? And he told me and I said, well, that's a lot of money. It was $32,000 for about a year's worth of content that they'd created, a weekly seminar-type video and audio every week. So I said, well, could we do a payment plan?

And then that ended up, we negotiated, and I bought it and it was quite a gulp kind of moment for me as far as the finances, but I did it and probably one of the best purchases I ever made. Not only did I become more friendly with Jason, but I had a lot of content that was very valuable and very lucrative to me, and I still make money from that content still to this day. So that was pretty good.

Another Jason story, you asked about the seminars. I forget what year it was, but one of the seminars we had, a bunch of the speakers got together for a mastermind before the seminar actually started and Jason was there and Wil Matos was there and I was there and a few others were there, and we were just telling stories and Jason said something about this piece of software that he found and he loved and he was trying to buy, that every time he tried to buy it, the website was closed because the owner of the website was in the in Europe or somewhere or Russia or whatever, and the business hours there didn't conform to Jason's business hours and they shut down the website when the business hours in their country ended.

I said, I'd never heard about that. I thought everybody online was always 24/7. So Wil Matos was there, and he said, you know Jason, I could probably write that for you, that software. And as the story goes, Wil and Jason could tell you more specifically about that, but Wil was able to write that particular code and it ended up being the partnership called Rapid Crush International. Rapid Crush is an eight figure company now. So it all started with a little mastermind and a little event that you never would've imagined back then.

Sifu Edward Armstrong: That's the part that stops me, an eight-figure company traces back to one room you put people in. Jason and Wil both credit you as being there at the very start, and I understand you were their first affiliate. What does it mean to you to have been standing there when it began?

Dennis Becker: And it does make me feel good. They both say that I was their first affiliate, so that makes me feel really good.

Sifu Julliana Armstrong: In competition, the losses teach more than the medals ever do. I've learned more from the matches I lost than the ones I won. You've been at this a long time. What are some of the successes, and a couple of the setbacks, that shaped you?

Dennis Becker: Oh, boy. In my first ebook that I wrote, Five Bucks a Day, one of the prevailing themes in there was failure is your friend. And so I've had a lot of failures and they've all led me to learn things that were valuable later on in life and in my business career. So trying to remember some of the setbacks from the point where, like I said, I had $300,000 in credit card debt back when I had the store. That was definitely a setback, but some of the things I did later on paid that off and then some. So successes, the ebook, it taught me that you never want to forsake the opportunities that are put in front of you. You want to grab at whatever and just try things. I've tried a lot of things and I've failed at a lot of things. I've succeeded at a lot of things, and the successes are less numerous, but the successes are always more long-term and more lucrative than the short-term failures.

Sifu Edward Armstrong: You mentioned that $300,000 more than once, so I have to ask the founder's question. How did you actually climb out of a hole that deep?

Dennis Becker: To some degree, but it was what I wrote about in Five Bucks a Day, which was sort of an arbitrage kind of business where I was buying Google AdWords ads and sending those ads to webpages that had Google AdSense and eBay affiliate offers on them that actually paid off all my credit card debt. At one point I was making up to $60,000 a month in AdSense earnings.

On a Christmas Eve one year, I think it was 2007. Christmas Eve that year, I got an email from Google saying, we're shutting down your AdSense.

Sifu Edward Armstrong: On Christmas Eve. Of course it was.

Dennis Becker: That wasn't a good thing to see on Christmas Eve. And I replied back, I said, is this a real email or is this a phishing kind of email? And I got a quick reply back saying, this is real. We don't like your business model and we're going to shut you down. And a lot of people I know that they've done that to for one reason or other, and most people, they keep whatever earnings you have in your account, but they were nice enough to let me have the earnings that I had at the time, and at that point in the month I had over $20, $30,000 in assets, earnings that they did pay me, but they didn't let me go on.

Dennis Becker: Yeah. That was a setback. I was okay. I think I made more of the next year than I did that last year, and that $60,000 in AdSense earnings for a month. Obviously I had expenses, I'd had to pay AdWords ad costs and all that. So it wasn't all profit.

Sifu Julliana Armstrong: We teach beginners that the first belt isn't won by talent. It's won by showing up and paying your dues before you feel ready. For someone reading this who wants to dip their toe into building something online today, what's your honest advice?

Dennis Becker: I get a lot of emails from people that just joined my list saying things like, I absolutely am desperate to figure out to learn how to earn whatever the number is, a thousand dollars a month, $5,000 a month, a thousand dollars a week quickly so that I can pay my mortgage and all that. I said, well, I'm not really in the business of showing people how to get rich quick. And I said, you have to work, you have to learn. You have to pay your dues. I said, it took me three, four years before I started making anything online, I said, it doesn't need to take you that long because you have a lot of resources available to you now on the internet that I didn't have back when I started, including me. So that's one thing I advise people to do.

But I also say... People say, well, I can't do anything without you say, you need to have an email list to be an affiliate marketer. And I said, that's pretty much true. I said, but I started with an email list of zero members or zero subscribers, and I started with a product inventory of zero products and I started without having anybody, any affiliates willing to promote for me in the beginning. And you got to start where you're at and you got to grow from there. And you just can't say, well, I can't do it "because". You know, got to figure out why that "because" doesn't have to be forever.

Sifu Edward Armstrong: We hold a hard line with our operators: judge a teacher by what they do, not by what they post. The castle-and-Lamborghini act is the opposite of the warrior's standard. Where would you point someone who's serious about starting, and is Earn1KADay itself still the place?

Dennis Becker: I have to be honest, Earn1KADay has seen better days. There's a lot of members there that are lifetime members. I would say just start looking around, get on some people's email lists that you trust, the people you trust trust, and sort of see what they're doing. I'm a big proponent of see what they do, not what they say. I don't like to follow the marketers that show big fancy sales page ads with pictures of their castle in Scotland and their yacht and their Lamborghini and whatever. And I know they've just gotten probably a rental on the car and just was a tourist and took a picture in front of the castle and all that. So I don't try to follow those kinds of people, but I try to follow real people and then see what they're recommending and to some degree sort of buy products.

And I tell people, don't get involved. Don't get the bright shiny object syndrome and buy everything that you see that you think you could get rich quick with. But you do want to look around and see what products sort of inspire you and maybe can help you move forward. And now, especially in the last six months or eight months or whatever it is, the artificial intelligence, the ChatGPT and all that, that's opened up great opportunities to not only learn from the products that are out there that teach how to use artificial intelligence, but to get involved with artificial intelligence and learn yourself.

You can ask ChatGPT questions like, what are the 10 best ways to make money online? And it'll tell you. And you can say, well, okay, expand on point 3 because I'm interested in that. And you can say, I have these skills. What would you recommend I do next? And there's so many opportunities right now to teach yourself and to learn from a few trusted others that you start following. And I would say go that route to begin.

Sifu Julliana Armstrong: For the readers who want to follow your work with Barb. Where should they go?

Dennis Becker: Probably the best place to start and to get on our list or to get involved with us. We have a membership called DAB Insiders. Spelled just like it sounds, D-A-B, Dennis and Barb, insiders.com. And there we provide a lot of resources to people that are internet marketers and if nothing else, you could sign up for our list through there.

Sifu Edward Armstrong: You've built so much, yet you clearly keep your word to every community you've started, even as it costs you. What's next for you. What's on the to-do list right now?

Dennis Becker: I've started getting in a little burned out from all the membership sites I've set up in the last year or two. And I'm very loyal to the people that are there and really appreciate their support and I don't want to leave them in the lurch like I've seen other marketers do. So I keep adding content to each site every week or every month or whatever the deal has been that I promised when I started it.

So I'm sort of at the end of my membership site creation for a while. But that doesn't mean that I won't get a brainstorm in the middle of the night one night and say, Hey, this is something that I'm not doing that I could, that the people might like and start something new, but I'm going to slow down as far as that. Barb has been the product creation genius pretty much for the two of us.

We have a lot of products on Warrior Plus, and she also creates a lot of bonus products because we're affiliates as much as we are product creators for some of the trusted people that we've been working with over the years. And we found that, and it's probably pretty obvious, but today, affiliates really need to provide more than other affiliates do to convince people to give them the click and to get us a commission. So we like to provide a pretty nice bonus with every affiliate promotion that we do, and she's been creating them for us and she's been pretty prolific.

Sifu Edward Armstrong: That's great. We wish you every bit of continued success, Dennis, long may you keep building and keep your word to the people who follow you. Thank you for your time.

Dennis Becker: Well, thank you for having me here.

Sifu Julliana's closing word: What stays with me is "you start from where you're at." I have felt that standing on a competition floor knowing I wasn't the most gifted person there. You don't get to start from where you wish you were, only from where you are, on the day you are. Dennis buried in debt in a quiet room, and a beginner tying on a white belt for the first time, are the same person: someone who decided the "because" doesn't have to be forever.

Sifu Edward's closing word: Dennis proves the thing I tell every Academy Commander. You don't need a fortune, a following, or a head start to build something that lasts. You need a system you'll run every day and a promise to your people you refuse to break. Five dollars a day, one form, one rep, one honest email at a time. Every warrior starts in debt to who they could become, and pays it down the same way. We don't entertain warriors. We create them.

Dennis Becker, creator of Earn1KADay (Earn1KADay.com), author of "Five Bucks a Day," and co-founder with Barb Ling of DAB Insiders (DABInsiders.com). One of the longest-standing membership-community builders in the internet marketing world.

ILLUSTRATIVE RESULTS. Any revenue, enrollment, margin or retention figure in this conversation is either a documented result from one of our own operations, a figure the guest reports about their own business, or an illustrative example, never a projection of your results.

Nothing here is financial, legal or tax advice.

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