Your prospects need to be transformed into customers or clients. Like the "birth" of a butterfly, your prospects must go through certain phases to become customers or clients http://www.powermarketingstrategy.com/butterfly-system.php
I believe he was talking about Mike Filsaime's Butterfly Marketing system. That has nothing to do with the metamorphosis metaphor (heh, I can't believe I just came up with that!) Quite a few people have experience with Filsaime's Butterfly Marketing. I have the Manuscript, but not the full system. Scott
My basic understanding of his concept is: 1- Offer free membership sites where people sign up to get the free goodies 2- Present new members with a "one time offer" that is either a discount or some package deal related to the free membership (aka upsell) 3- Membership automatically enrolls them in an affiliate program 4- Members are given very easy 1-2-3 steps to promote the affiliate program 5- This creates a viral effect 6- Split payments via PayPal (two payment process) gets affiliates their money right away 7- Repeat as necessary The real pitch is for his uber expensive software, which I've heard is buggy. He also is behind paydotcom.com You can sign up for free and you'll get a one time offer from him and get a feel for how he operates. I like the concept of paying affiliates at time of sale (except refund issues) but I have to believe that asking someone to go though two PayPal checkouts before getting their goods is going to suppress sales.