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              The Snowball Factor
                                                                by Greg Hughes




                                        Page 1 of 96
                              This product was brought to you by:

                                    The 30 Day Profit Formula

                                           http://30dayprofitformula.com




LEGAL NOTICE

The Author and/or Publisher have strived to be as accurate and complete as possible in the creation of this product,
notwithstanding the fact that the author and/or publisher does not warrant or represent at any time that the contents within
are accurate due to the rapidly changing nature of the Internet.

The Author and/or Publisher will not be responsible for any losses or damages of any kind incurred by the reader whether
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This product is not intended for use as a source of legal, business, accounting or financial advice. All readers are advised
to seek services of competent professionals in legal, business, accounting, and finance fields.

No guarantees of income are made. Reader assumes responsibility for use of information contained herein. The author
reserves the right to make changes without notice.

This publication is protected by US Copyright laws. It may not be duplicated or distributed in any form – whether it is print
or electronic.

You DO NOT have resell, private label or give away rights to this book.


               The Snowball Factor - Copyright © 2008 – Greg Hughes / Teknon Media




                                                    Page 2 of 96
               Table of Contents
Part 1:
The Snowball Factor Mindset
Introduction

Making A Snowball




Part 2:
The Snowball Factor Rules
Thinking Like an Entrepreneur…Not an Employee

What You Will Need to Be an Entrepreneur

PRINCIPLE #1: Grease Your Wheel of Fortune

PRINCIPLE #2: The Diet Principle- Simple is not the same as Easy

PRINCIPLE #3: The Slot Machine Trap

PRINCIPLE #4: Follow the Leaders

PRINCIPLE #5: The People Principle

PRINCIPLE #6: Understand Who You Are

PRINCIPLE #7: Understand Technology

PRINCIPLE #8: Become the Primary Source of Something

PRINCIPLE #9: Understand How Success Creates Success

PRINCIPLE #10: Apply the 28 Things All Entrepreneurs DO and DON’T DO



                             Page 3 of 96
Part 3:
The Snowball Factor Techniques
How Money is Really Made on the Internet

Know Who you Want

Don’t Just Build a List – Build a Fan Club

Traffic, Traffic, Traffic

“One Can Set a Thousand to Flight – Two Can Set Ten-Thousand”

Building Community

The Squeeze Play

Your Presence on the Web

A Snowball-Making Inventory

The 3 R’s of Internet Marketing – Readin’ Ritin’ and Research

The Most Important Marketing Secret of All

Final Word

Important Resources




                               Page 4 of 96
Part 1:
The Snowball Factor Mindset

Introduction
I was sitting in a Starbucks in San Jose California one summer while visiting
some relatives. My online business was fairly young then, so I still had a lot to
learn. But I remember being in that upstairs loft of the bookstore, sipping my
Decaf-Grande, Non-Fat Latte and checking the day’s email with my laptop. I
noticed that I had taken in around $300 that morning – most of which was pure
profit…and the day wasn’t over yet.

That kind of daily business activity was a fairly common occurrence for me in
those days. A pleasant observation crossed my mind you might think would be
obvious. I thought. “Hey…This isn’t a bad life. This must be what it feels like to
be one of those gurus that makes millions of dollars, while vacationing in their
Hawaiian condos.”

Although I wasn’t in Hawaii and was not yet making millions…the feeling of that
kind of success was still the same. I personally knew dozens of people that
would love to have been in my shoes; people who were desperate to get out of
what they were doing for jobs to have the blessing that I was enjoying in that
moment.

Here my wife and daughter were shopping along the strip at Santana Row while
I was literally relaxing and earning money at my laptop. My business has
continued to grow since then and I am eternally grateful for that success.

It’s true what they say. It is a nice way to live. That feeling of success is a
pretty sweet sensation.

So, why I am telling YOU this?

Certainly you must know that I’m not rehearsing my story in an effort to brag.
And hopefully this does not rub anything in your face if you are struggling right
now. (I’ve been there too.) I’m telling you this because I want you to know
some very important things about making a lot of money online that I don’t
believe many people will tell you.

This is what they are:



                                   Page 5 of 96
   1. It absolutely CAN be done.
   2. It absolutely will require WORK.
   3. It absolutely is worth the effort.

So how did I get here? I’m glad you asked….

Growing up as a teenager in Silicon Valley in the 1970’s had significant effect on
me later as I approached the new millennium at age 40. If you do a little
historical research about what happened in the 70’s and 80’s in that neck of the
woods, it will not surprise you that I turned out to be a computer geek without
even trying to be.

My friends were guys that went on to develop processors for Intel and software
for Microsoft. One of my high school field trips was to an Expo in San Francisco,
where the year prior, two men from San Jose had a booth showing off their new
personal computer company they called “Apple Computer”. Their names were
Steve Wozniak and Steve Jobs.

We just thought their stuff was cool. We had no idea how this technology would
change our own lives forever….let alone the whole world as we know it.

But I never attended college. I never went to work for a big computer giant or
dot com start up. I was too independent and stubborn to become a Silicon
Valley time card worker and too impatient to do anything but work for myself.
Little did I realize how much patience would be required to be an entrepreneur.
But fortunately, as it turns out, I was up for it.

First, I got into broadcasting in 1980 and became what they called an “On-Air
Personality” – which was just a fancy name for disc jockey - for KIDD, a top 40
AM radio station in Monterey. I was only 19 year old, but I learned much about
demographics and communicating with the masses and how the public
responded to advertising and marketing through the medium of radio.

Then I got involved in the direct marketing industry around 1983 – long before
most of us knew about the Internet. I sold actual products the old fashioned
way. I marketed everything including sewing thread to little old ladies in Iowa
through nickel ad newspapers ….to consumer benefit memberships via an 800
number through display ads in opportunity marketing magazines.

Believe it or not, I considered it pretty revolutionary in those days when we
created direct mail sales materials on audio cassettes in our recording studio with
multi-track reel-to-reel tape decks. That was before CD’s were common and long




                                   Page 6 of 96
before we ever heard the words “MP3 file” or “Podcast”! The idea of storing an
audio recording in a computer file would have made no sense to us then.

Obsessed with learning how to program computers, I read every book I could
afford on the topic. I wrote simple linear programs in a language called BASIC
for my “high tech” Commodore 64 (which I quickly upgraded to a 128) that
created invoices for billing the customers for my family’s construction business.

In the late 80’s I was fascinated with the graphical interface Apple Computer had
marketed in a computer system called a Macintosh. So in 1987, I began
developing HyperCard Stacks. It was my first exposure to what they called
Object Oriented Programming – a way to create functional computer programs in
a more visual and artistic way.

Then, in 1996, I discovered the Internet and found a hidden treasure that I
toyed with for some time and it actually produced some success in a way that
was much easier than my previous marketing efforts had produced. It was a
“free classifieds” area on AOL’s newly developing online community.

I had a slow Mac computer, a slow (14.4 K) dial-up connection (there was no
such thing as any other kind of connection) and an AOL floppy disk – with AOL
version 1.0

After learning how to place live, free class ads, I sold physical books by mail
without a website, no merchant account or ability to process a credit card.
People had to send me checks in the mail – and they did – from as far away as
Japan.

I got the bug.

From that pioneering effort, I learned much. I finally started and grew an actual
thriving online business. By March of 2001, I had launched my own web hosting
company and have since then helped literally thousands of people set up
websites for their businesses, churches, clubs, charities, e-books, membership
sites, software products, wedding announcements, blogs, video libraries,
podcasts and whatever else they want on the Internet.

I started a company called Teknon Media, and built several websites myself
(which looked terrible at first, by the way). When I launched my hosting
company website under the name 5dollarwebs.com, I hit pay dirt. Lots of people
were looking for cheap hosting in those days (they still are) and as far as I can
tell, we were the first to sell 500MB storage with 10 Gigs of bandwidth for under
5 bucks. Now, of course, there are hundreds of such offers.




                                  Page 7 of 96
That venture led me to “meet” many other marketers who have now become
rather famous for their success. I put the word meet in quotes because I never
actually looked at these people face-to-face, but rather, exchanged hundreds of
emails back and forth so many times, that I literally developed relationships with
people all over the planet. Although, I had no idea what they looked like.

The most significant relationship I developed was with a man named Bryan
Winters. Bryan found my 5dollarwebs.com website and sent me an email one
day with a proposal that we would now call a classic “Joint Venture.” In those
days, it was just an email from a guy named Bryan who wondered if I would give
him a deal on web hosting. He was planning to provide free hosting service to
his many customers who would be joining his new up and coming membership
site: pushbuttonpublishing.com – and wanted me to be that wholesale provider.


We made an agreement. Then we made history. Now it may not be important
Internet Marketing history for YOU, but for ME , it started a journey I would only
be able to explain if I wrote a book about it someday…. And what do you
know?…Here we are!

Over the course of the next few months I would begin to acquire hosting
customers through Bryan’s joint effort. The guys that came through our doors for
hosting service in those days were people like Ewen Chia, Jeff Dedrick, Stone
Evans, Priya Shah, and an amazing young man by the name of Russell Brunson.

I got to know Russell as a customer, but eventually as a friend and joint venture
partner. Russell’s secret to success was a lot like Bryan Winters’ secret – they
were both two of the nicest people in the world. It’s always fun to see kindness
rewarded with financial success, but beyond that, I’m convinced that their
attitudes, character and genuine ability to care about people is HOW and WHY
they became far more successful in business than most people dream of.

If you learn nothing else about marketing – learn from people like these.

I have had a unique vantage point. You see, I am NOT a famous Internet
Marketer (yet ☺ ). I have had the privilege of watching these incredibly
successful marketers rise to the top from my behind-the-scenes point of view.

In the “real” world, I was an amateur (and eventually a professional) magician
for a short time. But in the Internet Marketing world, I was more like the
magician’s assistant that no one ever knows. I was the hidden guy that pulled
the trap door open or who made sure the music played on cue. I have been able
to watch as these Internet Marketing Magicians perform their amazing




                                  Page 8 of 96
miracles….except that I had a backstage pass and could see all the gaffs,
gimmicks and secrets.

Because I was providing a practical service (web hosting) to the folks who were
really making it big online, I was able to watch what they did to achieve their
success.

The most important lessons I learned from them were these:

   1. They all worked hard. They never gave up and you couldn’t stop these
      guys from pushing on no matter what obstacle you put in their way. They
      were tenacious. In fact, they were downright obsessive about
      succeeding.

   2. The other lesson, which I touched on already, is that in each case, these
      “gurus” (as they are affectionately called), were always great at being
      loved by people. I know that sounds weird, but in business, it is essential
      to create a following of people who trust you and like you. And the only
      way to do this, is to truly be a nice person who likes people. That means
      you have to be generous and selfless to reach the status these folks did.

   3. Finally, they all had a common humility about them. Each one made sure
      you knew their stories of being basic, simple average everyday people,
      who happen to find some good information and acted on it to achieve
      wealth.

Hard workers.

Kind people.

Humble attitudes.

You may have noticed that these “secrets” are all character traits more than
marketing techniques.

Don’t get me wrong. These people also have practical tips tricks and tools they
use in their businesses, but I am suggesting to you that if you pay attention to
the bigger life lessons here, you will begin to see a pattern to successful people
that exceed their mere advertising tactics. It’s really about the kind of people
they are.


During my Internet Marketing journeys, I began to discover that there are a
handful of successful entrepreneurs that were actually accomplishing things most


                                  Page 9 of 96
of us don’t even know how to wish for. Some of them are even willing to share
what they know, but for a price ... (and rightfully so).

But, I also found that there are a few secrets to Internet Marketing that the
insiders are not quick to divulge...at least not all in one spot. So, I pieced
together (although it took longer than I wanted it to) the text you are reading
now. With it, I intended to reveal things to you that may be hard to find
elsewhere all in one package.

Why would I do this? Simple. It's called value.

It has always been my desire to present the Internet-Marketing-info-product-
downloading culture a volume that truly contains more than the purchase price
reflects; one that over-delivers when it comes to valuable marketing information.
I believe I have accomplished that. And now, simply because you hold this work,
you are the beneficiary of that information.

Over the years, of I’ve observed folks who try growing serious businesses in an
industry that is still in its infancy. I’ve watched a raging technology that advances
so rapidly it leaves the casualties of marketing war behind in its wake faster than
we can keep track of. Sadly, more people who embark on the journey to wealth,
get left behind with emptier wallets than they began with – discouraged and
feeling ripped off… (Because many probably were.)

And out of all that commotion, that only a frenzied gold rush can create, there
seems to emerge a few striking, successful people. I’m talking about that
handful of entrepreneurs that rise FAR above everyone else in their efforts of
success.

So, I know first hand that some of these success stories you read about that
seem like fairy tales are actually true. I have been watching them unfold over
the months and years as someone who services the marketing experts with my
technical knowledge.

Haven’t you ever wondered about the true secrets to success of the guys (and
gals) that keep sending you e-mails (since you are subscribed to all of their lists
from the hundreds of dollars you have sent them for previous purchases)…who
send you to web pages with pictures of their five-figure ClickBank checks and
photos of their new sports cars; with videos of themselves at seminars with their
friends charging the crowds thousands of dollars for their expertise; Then
making videos about those seminars so they can sell them again to their list.
These are the people you see in photos sitting around the swimming pools in Las
Vegas with their lap tops next to their little drinks with the umbrellas in them.




                                  Page 10 of 96
Have you ever wondered what just happened over the last five, ten or fifteen
years? And have you wondered why YOU weren’t on that band wagon?

Are these unbelievably successful people just lucky – or are they really that
smart? Are they like lottery winners we see in TV ads that try to get you to buy
more scratch-offs? You know what I mean. They always show that one ten-
million dollar winner…we never see the list of the names of people who LOST
money playing the lottery that week…after all, they are the ones who were
responsible for paying that one winner, weren’t they?

And if it’s not luck for these online entrepreneurs, what is it? Are they brilliant,
risk takers – crafty businessmen and women?

I have a few thoughts about it. In fact, I have MANY thoughts about it (enough
to write a book.)

Again, I’m in a unique position. I do business with literally THOUSANDS (that’s
not an exaggeration) of people who do business on the Internet. So I have the
wonderful privilege of watching who “makes it” and who doesn’t.

I’ve seen (and helped) people set up websites that I thought were pretty dull
and uninteresting become so rich and famous, I can no longer get in touch with
them without getting screened by their secretaries and staff. (Again, this is no
exaggeration.)

But I’ve also seen many MORE people spend thousands on e-books, scripts,
programs, memberships, software, DVDs, teleseminars, webinars and
more…who never accomplish much of anything except build a website that gets
most of it’s traffic from the owner. Sad story, huh?

So, because of my vantage point, I’ve been able to make some observations
over a period of about five to ten years that I believe most people would find to
be at least fascinating, if not extremely valuable information!

Why? Because during these years, as I watch some people succeed beyond their
wildest dreams and others fail miserably - and still others fall somewhere in
between, I’ve been taking some serious notes; these are detailed, specific
observations of what the “gurus” do that they all have in common – and what
the average wannabe does (or doesn’t do) that almost assures failure.

To put it bluntly, I have seen what works and what doesn’t. And it almost
NEVER changes. In fact, the principles and concepts that the Internet’s “Rich and
Famous” are using today to make even more money than they did last year - are
the same principles they were using five years ago.


                                   Page 11 of 96
What does change are the TOOLS they utilize. What does NOT change are the
kind of PEOPLE they are getting their money from. You see these, success
stories are created because the gurus know about PEOPLE more than they know
about technology.

When they were using email lists and pop-ups, they were getting rich.

When squeeze pages became the rage, they made money.

When it was cool to write an e-book (it actually once was)…they sold thousands
of them.

When videos and DVD’s were the big hit, these guys just got richer.

Whether it’s Podcasts, Online Auctions or Private Label Blow Out Source Code
One Time Offer Google Adsense Affiliate Deals….it doesn’t matter WHAT tools
they use to make their money as much as it matters WHO they make money
with (and from.)

In fact, WHAT they sell doesn’t matter as much as HOW they sell it and to
WHOM they sell to, because that is where their money comes from.

Strangely, the more money that they make, the more they are able to make.

While most people sit on the sidelines hoping to capture a subscriber or sell an
e-book through an affiliate link, the real successful people keep making more
money than they did the previous time. Their lists get bigger and the prices of
the products they sell get higher. They no longer sell a $37 e-book – now they
want $1,997 in 4 easy payments for their information.

Their success multiplies exponentially. The more they make – the more they
CAN make.


These Gurus have mastered the timeless art and science of marketing.

I call it: The Snowball Factor.




                                  Page 12 of 96
Making A Snowball
I rarely follow the advice of just one expert, but rather, I prefer to weigh each
against the advice of others, (especially self-proclaimed experts), and compare
what is common to them all. Logic tells me that when a greater number of the
pros agree on certain aspects of marketing, and when most marketers are saying
some things in common, there is a better chance that their observations are
valid.

For example, everyone who writes on this topic will tell you the importance of
having a customer list or "opt-in" e-mailing list. They all promise that you will
begin to see real success once you are able to write one simple e-mail and with
the magical click of your mouse, send it to thousands of people at once - all who
trust you - all who know you mean what you say and keep your promises - all
who will purchase from you because you have given them a good value before!

This all sounds great, and it may appeal to your desire for wanting to operate a
business venture that provides the opportunity of transacting business with a
sense of integrity. But there is a problem! How do you find these people and
earn their trust?

How do you start? How can you work with your customer base or trusty opt-in
subscribers if you have ZERO to start with?? Where can you find them and
convince them to follow you, believe you, trust you and ultimately send you
money??

These same marketing gurus who swear by the concept of mass e-mailing
thousands of faithful followers will also warn you against the evils of SPAM.
Sending Unsolicited Commercial e-mails has become more than socially
unacceptable - it is considered a Sin in Internet Marketing. (It's safe to say that,
if after you die, you find yourself sending SPAM, you probably didn't make it to
Heaven!!)

So the problem arises for all of us who have nothing to start with. We want to
build a snowball and start it rolling down the hill of success; watch it reach its
critical mass of growth - uncontrollably gaining speed and volume, until the
immensity of success overwhelms us. But what if you can't even scrape up a
snowflake??

While I pursued the solution to this mystery, I found much more than the answer
to that fundamental question. What I found was that there were more questions
to ask!! So I ended up with a sizable volume of information that I believe is more
helpful than I originally intended.



                                   Page 13 of 96
In order to participate in the exciting world of overwhelming Internet marketing
success is this: Go to where it is snowing … and learn how to scrape up a
snowball.

The act of doing this is where most of the work occurs and where there is little
return for your effort – at first. It is at this point that the ones who even get this
far in the journey give up. They work hard – and get little in return. This is
where they are also divided in to two groups: success and failure. The failures
quit here and go home – the successes keep working – even with little to show
for.

The steps they take after that actually get easier, yet produce more reward.



Failure Is Automatically Guaranteed By Quitting Too Early

The spider is an amazing creature. They never give up.

I was watching a spider on the back deck at our home one day while it was
building its web. It did so at an incredible pace and with such an unstoppable
tenacity, I couldn’t keep my eyes off of it. The sun shone through into our
backyard in such a way that it perfectly illuminated the scene for me. I could see
each strand of silk being woven by the spider as she spiraled herself around a
work of art. She spot-welded each joint like a crazed construction worker. At the
same time, I thought to myself how easy it would be for me to destroy all of this
hard work in one fell swoop. (I’m not really that mean of a person…but the
thought did cross my mind.)

While this web was designed to trap any one of many kinds of flying insects, it
was no match for my size - and with one swipe of my hand I could ruin what
was probably hours of work.

But you and I both know what would have happened if I did. She would begin
again immediately - and build another one. And if I broke that next web – she
would start over again.

Spiders are the best kind of entrepreneurs. They work hard with a specific goal
in mind. They follow the blueprint of past success and carry out their plan in a
regimented and disciplined stride.




                                   Page 14 of 96
Then they wait. Patiently, a spider will wait for her web traffic to arrive, so she
can sustain herself and do it again.

If her web site goes down – she builds another one. Nothing can stop her quest
– because it is who she is – and how she lives.


If would-be Internet entrepreneurs thought and behaved more like the spider,
we would be reading many more true success stories than we do.

Successful entrepreneurs are funny people. They never get PERMENENTLY
discouraged – just temporarily set back. Their downtime just causes them
reason to stop, re-group, learn from the past and do it again.

History and legend tells us that Thomas Edison created something like 2,000
light bulbs that failed before he finally hit on the perfect combination when his
first bulb lit up. But Thomas Edison, didn’t consider his 2,000 attempts failures.
He said, “Now I know 2,000 ways NOT to do it.”

That is the making of a success story.



It’s Not a Job…It’s an Adventure

Having grown up in Santa Cruz California, we often found ourselves visiting the
beautiful and quiet town nearby known as Carmel. Carmel is most famous for
it’s luxurious setting “by the sea” with famous residents and visitors. At one time
the actor Clint Eastwood was the town’s mayor and anytime he would drive
through the main square it would cause quite a stir.

We saw a few famous faces among our visits there; musician Kenny Loggins,
actress Doris Day, actor George Lindsey (“Goober” from the Andy Griffith Show)
just to name a few. With Pacific Grove nearby (home of the famous PGA golf
tournaments), it’s no surprise that many well know personalities graced the
streets of Carmel By the Sea.

Because of Carmel’s “ritzy” atmosphere, it was not uncommon to find small
parties of rather snobbish people with money. You know the kind. Those who
have just enough money that they think they have license to be rude and
demanding to the waitress.




                                   Page 15 of 96
But the person I remember most during our short day trips to Carmel was not
famous at all. He was just a young college-aged boy working behind the counter
of a bakery.

As I walked into that little shop one day just to see if I could find a chocolate
cookie, I instead found absolute chaos.

The place was crowded with mostly older women who all wanted the attention of
this young boy behind the counter – all at the same time. It was as if each one
thought they were the only customer of importance. They were each calling out
orders for cookies, cakes, bread, pastries and a plethora of other baked goods -
all talking louder than the next. Clearly, he needed some help behind the
counter as his customers were showing him no mercy. Like a crowd of
screaming Beatlemainia fans they kept pushing at each other to get to him as if
it was a race to see who could get service.

I was amazed. I wondered if there was a convention in town of rude people.
Somehow all of the pushy people of the world showed up in this tiny little bakery
all at the same time just to annoy this young man. I didn’t understand how this
room was so full of noise.

In fact, I stood silent and amazed at this scene, and as the young man stood still
behind the counter, paralyzed by the predicament he was in, he caught my eye
and I caught his.

Somehow he knew I was his friend because I was the only person in the shop
NOT demanding his attention. He must have been able to tell by the look on
my face that I was full of pity for him and wondered how he would react to this
ridiculous commotion.

Without missing a beat, he grinned and spoke directly to me as if no one else
was in the room.

He said to me, “It’s not a job…it’s an adventure.”

I burst into laughter. I was so delighted by his incredibly positive attitude. What
would have annoyed me enough to make me immediately quit that job – he
found entertaining!

Instead of rolling up his apron and throwing it to the ground in frustration and
walking out…he smiled and calmly helped each customer, no matter how rude,
irritating or selfish each one was.




                                   Page 16 of 96
I will never forget what a great response he had and how friendly he was to
each self-absorbed customer.

I don’t know where that bakery employee is today, but my guess is that he is not
an employee anymore. He had all the makings of an Entrepreneur!




                                Page 17 of 96
Part 2:
The Snowball Factor Rules
Thinking Like an Entrepreneur…Not an
Employee
This course may push you a little bit. (I’m hoping it does.) Not because I want
you to be uncomfortable, but because learning to be successful with anything
takes effort - and sometimes that effort is less than comfortable.

You may have to wrap your mind around some new ideas or even a whole new
way of thinking. You may be required to change what you are doing, stop what
you are doing, start doing something you’ve never tried…or worse yet: all of the
above.

The first question to ask yourself is : Are YOU an Entrepreneur?


No one can answer this question but you…or maybe people around you who
know you well enough to help you assess yourself.

The difference between an Entrepreneur and an Employee is all about mind set.
And that difference is vast.

Employees look for what is going to be the most comfortable ways to perform
their jobs. Entrepreneurs are always looking for what is most profitable no
matter how uncomfortable it may be to get there.

Employees want their work to be something they like to do. Entrepreneurs want
to know what other people like…so they can get it to them as fast as possible.

Employees dream of someday quitting their jobs so they can no longer have a
boss. Entrepreneurs see their customers as their “boss” and are looking for
ways to get more of them. An Entrepreneur with 10,000 customers is someone
with 10,000 bosses – and he makes his living doing what they say.

Employees quit when the work gets too hard, boring or taxing. Entrepreneurs
can’t stop until they figure out how to make their work produce better results.

Employees can easily give up when they don’t have a solution to a problem.
Entrepreneurs find someone who does have the solution.


                                 Page 18 of 96
Employees have jobs….and you can quit a job. But Entrepreneurs create
successful ventures that take them on a journey they complete until the goal is
reached.

My guess is that there are more Employees in the world than there are
Entrepreneurs. We know there are more followers than leaders. I don’t know
how to change that – nor do I know if we even should. We probably need it to
be that way.

But you will need to decide which one you are.




                                 Page 19 of 96
What You Will Need to Be an Entrepreneur
There are several basic fundamental truths and principles you MUST understand
before you begin any business venture – whether it is online or off. These truths
are timeless and crucial in determining your future.

It is no mistake that the topic of this book is considered the FIRST step to
success in this book, because without understanding these principles, the
mechanics of your business will suffer.

In spite of what you may have heard, most business that fail do not fail because
of some catastrophic event. Instead, they slowly go “backwards” one day or one
dollar at a time as a result of many mistakes, poor decisions or unwise moves on
the part of the operator. This can happen over an extended period of time.

But it can also be avoided by simply getting the necessary business training and
applying that knowledge to the everyday operation of a business. But these
fundamental truths rarely only apply to business decisions. In most cases, you
will find that they really have more to do with personal lifestyle choices.

Before you plunge into the mechanics of the business, its wise to assess yourself
and make sure your mindset it correct or at least recalibrated so you will be
better prepared for the excitement and the terror of being a success.


  “Success is nothing more than a few simple disciplines, practiced every day”
                                                                  - Jim Rohn / Author




                                  Page 20 of 96
PRINCIPLE #1
Grease Your Wheel of Fortune
Imagine if there was a wheel you could spin like one of those Wheel of Fortune
wheels they spin at the carnival to find what prize you land on.

Now imagine if every time that wheel made one revolution, it produced a dollar
for you.

That is some magic wheel isn’t it?

Well… that depends. It depends on how difficult it is to spin that wheel. Is it
greased up so that with just a little effort and one spin of the wheel you can get
it going for several revolutions?

 Or is it old and rusty and hard to turn? What if it was so big and heavy and
difficult to spin that it took an hour and all your strength just to get that wheel to
make one revolution? The magic wheel has lots its appeal now, hasn’t it?

That is exactly how making money works.

Some people work all day trying to spin a giant heavy, rusty wheel of fortune
that takes all of their energy and effort. At the end of their day all they have
traded was their time for a few dollars - just enough to buy food and shelter for
the day.

That’s called a job.

But then there are those few successful people that have somehow found a way
to “grease” the wheel. In fact, they have figured out a way to get that Wheel of
Fortune spinning so fast and with such little effort that they have time to go and
spin several other wheels at the same time!

While one wheel is spinning and spitting out money…they are off getting a few
other wheels going.

Some have perfected the art of “wheel spinning” so well that they even have
time to go off and enjoy themselves while their Wheels of Fortunes are
practically on auto-pilot producing residual flows of income.

Entrepreneurs who are successful spend most of their time figuring out how to
grease the wheel on the Wheel of Fortune. Working more efficiently and easier




                                   Page 21 of 96
is not about being lazy…it is about being more effective. It is about producing
more TIME.

The employee who is stuck spinning the heavy rusted wheel has no extra time.
He is enslaved to the one opportunity. This is true for most people. That’s why
most people live paycheck to paycheck.

The Entrepreneur has freed up his time so that he can find more wheels to spin,
faster, smoother and more often.

Most of us have the idea that getting rich is all about having time to buy fancy
cars and take more vacations. But before you can do that, you have to learn
how to acquire that wealth. To accumulate financial freedom, you have to learn
how to create more TIME for yourself to create more wealth. That is different
than making more money so you can buy more toys.

Entrepreneurs understand that time is money.

This does not mean you should always be in a hurry. It means you should always
be looking for ways to become more efficient and more effective with your time
so that you can make more money.

In accounting class, we learned that the principles of accounting for money were
simply a snapshot of TIME and how the money for that organization flowed in
and out (debits and credits) during a given period of time.

That information produced MONTHLY statements, ANNUAL reports and
QUARTERLY earnings showing profit and loss. All of this financial information is
only helpful as it compares to the time-frame in which it occurred. Ten-thousand
dollars earned in one month is not the same as ten-thousand dollars earned in
one year.


The Get Rich Quick Myth

The phrase “Get Rich Quick” gets a bad wrap because it is usually associated
with scams and unrealistic opportunities and shady schemes. And we all know
there are far too many of those.

But I am going to propose to you that in the true sense of the wording “get rich
quick” … there is actually no better way to get rich than as quickly as possible.
In fact, the quicker you accumulate wealth – the richer you will be. It’s just basic
math.




                                  Page 22 of 96
The speed at which you accumulate money is a huge part of the measure of how
wealthy you are.

All successful Internet marketing gurus eventually get to a moment of windfall –
which ultimately is what gives them the exponential power to create more
wealth. This is what makes the turning point in their careers – having a large
amount of cash available at once – or within a relatively shorter amount of time
than usual. Windfalls are good.

Let me give you a simple, yet crude example of this economic principle.

Which is better?…If you saved $10,000 per year for 10 years, or if you had an
extra $100,000 in savings now.

Some would say it is the same because 10,000 in 10 years is still 100k. But I say
it is NOT the same. Those 10 years reduce the value of having that 100k all at
once.

In my town, I could take the $100,000 and put it to work for me and make
MUCH more than I could waiting for it to accumulate. Waiting costs me TIME -
and TIME is money.

Money is like a snowball…the more you have the more it can create more money
exponentially.

$100K down on a house in my town could buy me enough time to fix up a house
and flip it for a big profit in 12 months. So don’t let anyone sell you that
ridiculous phrase “hey $1000 is a $1000” … unless they compare it to a specific
length of time.

So unless your business eventually develops something that will grow
exponentially, it is not really anymore successful than your regular 9 to 5 job is.
Like the snowball, money can take on a life of its own and grow out of control
once you get it going.

This is the level of success you can have if you apply the principles and
techniques used by the successful online marketing gurus.

So plan on creating wealth that will get bigger than you are.




                                  Page 23 of 96
PRINCIPLE #2
The Diet Pill Principle – Simple is not the same
as Easy
Success with anything, whether it be money, relationship or your own health,
has one common feature…the steps you have to take to achieve it are usually
simple to understand; the HARD part is whether or not you will actually follow
through and do them.

These are not the same thing. Remember what author and personal coach
Anthony Robbins says: “A real decision is measured by the fact that you have
taken action. If there’s no action, you haven’t truly decided.”

Millions of us have tried to lose weight and failed. Why? We all know how to do
it. In fact, it’s quite simple.

The problem is – it’s not EASY because to lose weight, I am going to have to
discipline myself, sacrifice meals, be uncomfortable, exercise more than I want
to, etc. If I DO those things I’ll be successful. If I just LEARN about those
things I’ll stay fat!

Years ago, my doctor told me to lose some weight and I asked him how. He said
eat a low fat, low calorie diet and exercise more. I said to him, I already KNOW
that part…but do you have anything that will make me DO those things. Of
course he didn’t have an answer for me, because that part is up to me.

How many would be entrepreneurs though they would become successful
because they bought the latest program, e-book or went to the latest seminar on
marketing? I’ll venture to say that MOST of them only go as far as learning a
few new interesting things – very few will do what matters most: take action.

Whether you are talking about being successful with your health or being
successful in business – the principle is the same. You can get the tools and
techniques and know-how – but you have to actually use them in order to
succeed.

I’m talking about the difference between KNOWLEDGE and WISDOM.

 If knowledge is knowing WHAT to do…then, wisdom is when you actually do it.




                                 Page 24 of 96
So that brings us to this point: Do you have the KNOWLEDGE? Do you have the
TOOLS?

To be blunt, I can tell you that what you are about to obtain in this course is
every tool you will need to succeed online. This information is actually quite
powerful in that it can give you the knowledge you need to make a lot of money
in business. Learning it will be easy.

The HARD part will be whether or not you do it.




                                Page 25 of 96
PRINCIPLE #3
The Slot Machine Trap
I have literally helped thousands of people set up online businesses in the past
several years and I can tell you that the ones who fail, do have at least one
thing in common: they did not really want to work. They thought that if they
bought the right program or clicked on the right offer- they would get
rich– and, of course, none of them do. So they go away, give up or continue on
some futile journey of buying countless “opportunity programs” the rest of their
lives – making OTHER people rich.

These are people that are thinking like slot machine players. They see an offer
for an e-book about getting rich that is only $39.95 and they think this to
themselves:

“Hey this probably doesn’t work, but since it’s only 40 bucks, I’ll give it a shot. I
can lose $40 bucks. Besides, if it does work, maybe I’ll make a fortune.”

I have literally lost track of how many conversations I’ve had with people that
tell me they bought a money making program knowing they were probably
getting ripped off, but it was worth the gamble…just in case it worked.

Their mistake was thinking that there is a program that does all the work for
you. That doesn’t exist.

Thinking like this is NOT how you go into business – it’s how you go to Las
Vegas! This thinking is how you lose money. This is how you buy a lottery
ticket., “Hey it’s only a buck…and the odds are I probably won’t win…but if a
do…...”

You are going the wrong way…come back!

If that is how you have approached business, all you have done is thrown a
penny in a wishing well. Anyone can do that.

Successful business is about taking CALCULATED risks. It is about making a plan
and WORKING that plan…not hoping it all comes together for you by magic.

The problem is that many marketing gurus are promising things to people that
are exaggerated or imply that making money is a matter of just being in the
right place at the right time. They convey that somehow their “system” is so


                                   Page 26 of 96
automated – you won’t have to do anything to make money. Who doesn’t want
to get rich without working? The temptation is almost irresistible…especially if
the amount you gamble is only a few bucks.

Again…Please don’t go there!

Here’s how you have a successful business.

You learn how to work smart by doing the RIGHT work the RIGHT way. But
understand that you WILL work.

Some people start businesses and even make a little extra money on the side;
maybe a second income - or enough money to support a hobby. That’s nice and
if that is your goal – I hope you have fun. But I must warn you: We won’t be
covering that topic much in this course.

In fact, what you will be learning won’t always be all that fun. While it’s fun to
make a lot of money, the work you have to do to get there is sometimes boring
and mundane (like a diet is).

Other people start businesses that earn enough money that allows them to quit
their day jobs. That’s nice too, but frankly, if all you do is trade your job for a
business that pays you the same, you have only created another JOB. If that’s all
you want – then I hope you are happier with your new job than you were your
old one.

But let’s go farther than that. Let’s create an actual thriving, growing business
that can take care of you and your children’s children. Doesn’t that make more
sense than just creating another job?

I know this is a quote that has been rehashed and reused over the years, but it
is still a good one. I believe Benjamin Franklin was the first to say it and since
his image appears on a hundred dollar bill, let’s give him credit for it. He said…

“I am a true believer in luck. I find that the harder I work, the more of it I
have.”




                                  Page 27 of 96
PRINCIPLE #4
Follow the Leaders
When you first begin to build a successful business venture, there is great risk
for discouragement. If you study the history and humble beginnings of most
successful businesses, you will find that there is little return for the effort that
was being spent – but that was only temporary.

It is at this point in the process that the ones who even get this far in the
journey give up. They work hard – but get little in return. They want success
too soon. This is where people are also divided in to two groups: success and
failure. The failures quit here and go home – the successes keep working – even
with little to show for – at first.


For the people who continue to pursue their dreams, the steps they take after
actually get easier with each hurdle they gain victory over. And strangely, while
they find the work becoming easier, they also find it becoming more fruitful;
producing more reward. But to get to this glorious part of the journey, they had
to pay their dues in the early years by not giving up too soon.

It’s almost certain that you have heard the old adage that teaches you this truth:
If you want to be successful, do what successful people do; (or some reasonable
form of that concept). But I would suggest to you that there is more to that
proverb. It should read like this:

“If you want to be successful, do what successful people did before they were
successful.”

The problem with watching an Internet marketer who, by your standards, has
reached a level of financial independence, is that he or she no longer runs their
business or even their lives the same way they did when they were climbing that
ladder. Why?... Because of their success.

Making money changes many things, but the two most important influences it
has is on your time and your ability to make more of it.

If you watch those who have made it in their current state, you will get a false
impression about how they got there. They may not work as hard as they did –
although they may be wiser and have a wealth of experiential knowledge you


                                   Page 28 of 96
can glean from now. But what you are unable to see is the hours they spent
when they were unknowns – working two jobs and going to school while staying
up late at night figuring out this Internet thing that now comes easy to them.

In a nutshell, while the elite gurus have several characteristics in common, none
is more obvious than this. They NEVER give up.

What I mean is this: when they couldn’t figure out how to build a website, they
either found someone who did or they turned off their televisions and stayed up
late, night after night, figuring it out.

When they couldn’t get a certain software application to run or program to work,
or an image to load, they either got help or kept messing with it until they
conquered it.

Most people won’t do this. But then again, most people aren’t financially
independent.

These unique individuals never stop pursuing what they want. In fact, they
usually CAN’T be stopped. In some cases, their desire to “figure it all out” is
almost obsessive and is what drives them to keep going.

At the opposite end of that spectrum are the masses of people who give up at
the drop of a hat. They can’t figure out why they aren’t successful. These are
the folks that upload their website files to the wrong folder on their hosting
accounts, then get frustrated and decide it must “all be a scam”.

Here is where a real problem has been created:

The most successful among us worked SO hard when they were
unknown, that they have created the illusion that they got rich by
doing nothing!

That gives lazy people false hope.

When you see a famous Internet marketing guru sending out his latest mailing
while vacationing from one of his condos in Hawaii, you get the impression that
he didn’t work hard – because he isn’t at that moment.

The truth is, you can rest assured he not only worked hard, but was someone
with the tenacity to never stop trying.




                                  Page 29 of 96
PRINCIPLE #5
The People Principle
A hammer and a saw can’t build a house. They have to be in the right hands.

Marketing formulas, programs and products are just tools. Have you ever
noticed that some people get rich using affiliate programs and Google ads –
while others don’t even come close? Same tools. Same program. Same Google.
Same opportunity. What’s up?

And why are there people that are so successful selling on eBay – when most
people are not?

You probably know someone that has made a lot of money selling the same
ClickBank product you have access to – and you haven’t made a dime with it!

Maybe this has happened: You read an ad about a guy that makes $20,000 a
month with Google Adsense sites. So you buy the course and follow the steps
word for word…yet, somehow you don’t end up rich and famous (…although,
you did make HIM a little richer in the process.)

Why is that? There are TWO basic reasons:

   1. Tools don’t make you rich. People make you rich.
   2. Successful entrepreneurs rarely get rich with someone else’s idea –
      although it’s a great way to get started making money…it’s usually not
      the kind of money you would consider as “true wealth”.


Systems vs. People

People who make a lot of money almost always care about other people more
than they like the stuff they used to get to their level of success. It doesn’t
mean they don’t like their toys, gadgets and technology. In fact, they usually do
really like that stuff too. It’s just that what they like MORE is what that stuff
does TO people, FOR people and BECAUSE OF people.

Entrepreneurs are folks who study people FIRST…then they gather their ideas,
pull together the right tools and technology and then reach those PEOPLE with
what they invent. But the driving force is the audience – not the method or even


                                 Page 30 of 96
the product itself. The driving force is the end result that product will have in
the LIFE of someone.

Successful marketers love to study what makes people tick – what makes them
respond emotionally – and ultimately what makes them want to buy something
from them.

If you sell someone a clever gadget, they might like it. But if you sell someone
something that changes their life, they will love YOU – and being loved is what
entrepreneurs live off of. When you are loved, you are trusted. When you are
trusted, you are powerful.

There is a catch, though. To be loved and trusted, you have to do things that
make you lovable and trustworthy. This is what moves someone from being just
an entrepreneur to being a MASTER MARKETING GURU.

Those requirements won’t surprise you either. To be trusted, you have to be
trustworthy. To be trustworthy you have to be kind and honest, and always keep
your promises. You don’t have to be perfect to be trusted, you just have to be
so full of integrity, it shows in everything you do and say.

Isn’t it amazing how all the important stuff you need to know to be successful,
you learned in Sunday School when you were 7 years old? (Hmmm….go figure.)

There ARE tools – and you will need good ones. But they are not the “secret” to
your success. Tools come and go. They change. How good you are with those
tools will help you greatly, but how good you are with people will determine
your ultimate, long-term success.



Successful People Study People

I was working in an organization whose mission mostly involved the
management of people and dealing with the general public on a daily basis. After
becoming frustrated with a customer, someone in upper management finally
cried out in an emotional explosion… “People are weirder than anybody!”

That phrasing may be grammatically hard to justify…but if you have ever worked
with the public, you know how that person who cried out really feels. Some days
it seems like no one pays attention to the signs you posted on the door; the
instructions you wrote out in step-by-step form or the e-mail you forwarded with
that incredibly important information. Why do people walk up to the coffee bar
and ask “Do you sell coffee?”; why do they stand under the Gardening



                                  Page 31 of 96
Department sign in the hardware store and ask “Where is the Gardening
Department?”

You have two options when you reach the point where it seems like everyone on
the planet (but you) has suddenly become mindless, simple and illiterate.

Option Number One, is to get frustrated, angry bitter and withdraw from society
– maybe move to a deserted island where only you and other perfect people
live; or option number two: Study the scenario methodically, scientifically,
mathematically and LEARN from the mistakes of everyone making
them….(including you!)

By the way, if you find that island where all the perfect people live – don’t move
there…you will mess it up!

The Option Number One response (like my friend in leadership who cried out), is
more of an emotional reaction to dealing with the public. We all can have a bad
day…so there’s nothing wrong with that response (temporarily). But unless you
move on to Option Number Two eventually – you will miss out on some great life
lessons and other vitally important information about the people you are trying
to interact with, communicate with and in our case here…market or sell things
to.

The real secret to successful marketing is all about studying people. A marketer
is in the business of understanding human behavior so he can learn how they
react, what they respond to and what compels and what repels them.

Part of the work involves studying the dumb things people do - as well as the
smart decisions they make and the common things they gravitate toward.

If you find it interesting enough to keep track of and take note of how people
live, what lifestyle decisions they make; what influences those decisions and
ultimately what makes people tick, then you are at a good starting point for
becoming a successful marketer.

The first tool in your marketing success kit should be this:



Learn to Study and Keep Track of What Makes People Do What They Do

Since it is people that make money for you (not programs, policies or
procedures), then it is people that should interest you the most. Show me an
organization whose policies are more important than its people, and I will show


                                  Page 32 of 96
you an organization that is not operating at its fullest potential – in fact, it will
likely be experiencing serious decline.

The first thing we have to note is how fallible and imperfect the human mind is.
As amazing as we are relative to the rest of nature, we have some serious faults
and foibles.

We are greedy, selfish and quick to gravitate toward what feels good more than
what is right. It is part of our nature.

In the classic movie, The African Queen, Humphrey Bogart gets caught sneaking
a peak when Kathryn Hepburn is changing her dressing gown. His only defense
to her was this: “Hey, it’s only natural…”

But her line to him sums up a beautiful life lesson about humanity when she says
: “Nature is something we have been given the opportunity to rise above.”

While we humans are far from perfect, we also have the ability to create, invent,
reason, and re-shape the world. We can rise above our natural inclinations and
do incredible things like build bridges, monuments and take trips to the moon
and back.

Yet we are the same creatures that cannot read the sign on the door that says
PULL TO OPEN as we push against it!

Understanding people will affect the way you choose your words, make decisions
about your business, its services and the products you create. In fact, it will
change the way you understand yourself. But from a marketing standpoint,
observing what causes people to respond is the secret to much of your success.

There are some great artists that have learned how to make people cry with a
scene in a movie; make them feel relaxed with the melody of a song; make
people gasp as they watch the trapeze; make people laugh at the perfectly
edited television commercial; even compel them to places of greed and lust with
a simple billboard advertisement; or take them to points of anger with a well
written newspaper column commentary.

Knowing how to appeal to the emotions and feelings of the public is an
extremely powerful skill – one that can be harnessed for great success – or used
in seriously dangerous ways.

A combined ability to understand people mixed with the skill to communicate
well, is what has defined the most successful entrepreneurs in history.




                                    Page 33 of 96
Learn How to Communicate Clearly, Deeply and Personally with People

The most powerful skill a human being can master is the art and science of
communication. Nations have been destroyed by evil men who were excellent
communicators. Fortunes have been made by leaders who were able to
communicate a message to a market.

This course is about how to market something to a targeted group of people who
find value in what you are presenting. If you communicate well, that target will
pay you handsomely.

There are bad products that sell well because of good communication.

There are great products that never sell because there has not been a good,
clear message sent out to the right people at the right time or in the right way.

Communication is the very core of success and the most important aspect of
marketing …in fact, it is the working definition of marketing.

Since this is true, the first step in successful communication is in know who you
are talking to.




                                  Page 34 of 96
PRINCIPLE #6
Understand Who You Are
As I expounded on earlier, most of the people that I see who FAIL in business
make this mistake: They honestly believe that there is that one magic program –
or that one giant system that will make them rich if they can get their hands on
it. There isn’t one.

There isn’t a program that can make you as successful as well as YOU can.

Did you know that you have SOMETHING many other people do not have and
wish they did? This is hard for some to swallow because a number of folks don’t
believe they have any special talents or gifts, or they believe that what they are
good at most people would not be interested in. I can tell you that as I
approach an age one might consider to be enough years to have gained some
wisdom, I have found this to be a fact: I have NEVER met anyone that has
nothing unique about them. EVERYONE has something they are either better at
doing than the average person…or they KNOW something the average person
does not know.

But many of us have misconceptions about ourselves. On one extreme, there
are people who think they are the next great rock star – when in fact, that is an
unrealistic goal. (Ever seen the auditions for American Idol?) Enough said.


But in fact, you don’t have to be a great singer, actor or dancer to be talented.

At the other end of the spectrum are people who think they have nothing to
offer because they can’t perform these amazing feats of skill.

Both of these extremes is wrong. These people have been swept up by a culture
that teaches us that the only worthwhile talents are those that can be glorified
and exploited by Hollywood.

What are you good at? Gardening? Using your computer? Making necklaces?
Teaching kids? Coaching soccer? Playing the guitar? Doing card tricks?
Decorating your home? Cleaning the garage? Organizing files? Sewing
handbags? Making jewelry? Selling junk at yard sales? Fixing bicycles? Making
videos? Public speaking? Playing chess? Fixing cars? Painting houses? Cooking?
Making good coffee? Telling stories? Playing video games? Repairing leaky
faucets?



                                  Page 35 of 96
Do a little self assessment and see what stands out for you.

Because you know something the average person does not know, it is important
for you to uncover it. When you do, you are on your way to understanding and
discovering the very thing that could make you successful. You know something
that someone else does not know.

In fact, when you are really good at something (if it comes second nature to
you), it is sometimes difficult for you to believe that anyone would want to know
how to do what you do. Since it comes easy for you, you may assume everyone
has no trouble with it. But you will soon find that the world is a big enough
place and there will always be SOMEONE, SOMEWHERE that wants what you
have.

Let’s look at more obvious examples to make this point clearer.

Realtors, CPA’s, Lawyers, Doctors….they all have something the average person
doesn’t. They have information or knowledge that they can sell to the average
person who needs to know what they know.

Realtors connect buyers with sellers, navigate people through the complexity of
real estate paperwork, rules and regulations. If you’ve ever purchased property,
you are familiar with the writer’s cramp you get from signing more documents
than any human being should! Realtors can soften the blow by streamlining that
process because if their knowledge.

CPA’s study fiduciary rules so you don’t have to. They know how to keep the
IRS happy – and you can pay them for that valuable knowledge.

Even if you DO break the rules…there are lawyers who spend their lives studying
the law and its loopholes so they can minimize the consequences of your
mistakes, or help you avoid them altogether.

They all share that common trait of having information the average person does
not have.

Everyone has some skill, talent ability or knowledge that not everyone has. Even
you! You don’t have to be the ONLY person in the world with that knowledge –
nor do you have to be the most talented or skilled person on the planet. You just
need to have something that not everyone has.

Now here is the next step and an important part of this self discovery about that
special something you have…




                                 Page 36 of 96
The more popular that something is – the more needed it is, and the
harder it is to find, the more valuable it is.

I used to be a professional magician. I have performed for more young
audiences that I can keep track of. So, I have a few tricks up my sleeve
(literally) that the average person who may know a few party tricks does not
have.

That gives me a marketable skill. There will always be someone I can teach
(sell) what I know.

Once you learn how to find the people that want what you have…you have
taken a HUGE step in the process of becoming successful.

So how do you find these people? In business terms, its called Market Research.
But don’t let that boring phrase scare you away. That sounds like something
only “professionals” who wear suits will understand.

The truth is, we now have technology that makes finding those people not only
easier, but gives us access to many of them. It’s called the Internet. It gives you
access to the world – a place filled with people who want what you have.

Internet Marketing is all about connecting YOU with those specific people. In
business terms, this is called your Target Market.




                                  Page 37 of 96
PRINCIPLE #7 Understand Technology
Make technology your friend. Learn how to use it and exploit it for all it’s worth.
It makes Market Research possible for us average people who would have a
difficult time finding our Target Market without it.

I know the Internet is still considered to be in its infancy, but it has been around
long enough to be a very powerful tool for gathering, collecting and sharing
information.

It is surprising how many folks do not know how to use Google or Yahoo
correctly. I’m not talking about Adwords or Adsense. I’m talking about
RESEARCH.

While the search engines are good to understand (because about 85% of your
future customers will likely find you through a search engine), it’s also important
to know how to use search engines to solve your problems, answer your
questions, research your topics and troubleshoot your errors.

A great U.S. president once said, “I can get the answer to any question”.

It wasn’t because he knew so many answers – it was because he knew so many
people. He knew that he was always just a person or two away from the answer
or solution to almost any problem.

That’s what the Internet can be for you. You may think the web is only made up
of wires, routers, servers and software…but the real “living” part of the Internet
is human. It is more of an organism than it is an organization. It is made up
of people with ideas, thoughts, creativity, resources, talents and experience.

When you do a Google search for information, it does not happen like we
thought it would back in the old 1960’s Twilight Zone episodes.

They showed us huge room-sized computing machines that were always
somehow smarter than their creators and ultimately threatened mankind. That
makes for good Sci-Fi TV, but the reality is this: computer technology is far more
human than that…at least the part that seems to matter most.

Do a Google search on something to do with politics, religion or philosophy and
you will see what I mean. There is no artificial intelligence that can produce that
kind of passionate opinion and emotion. Only people do that.




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You should think of the Internet search engines (Google, Yahoo, etc.) as sort of
a living library with a mixture of thoughts, theories, facts, opinions, truths,
partial truths and even lies and deception. (Only humans are capable of such
expression.)

But the fact of the matter is this: your research should almost always include a
Google or Wikipedia search. Most people seem to only Google the obvious topics
such as “download music”, “make money online”, “free software”, “weather
forecast in Denver” or whatever they think the Internet owes them.

But I am going to suggest you use search engine technology to not only get
answers to direct questions, but to also stir your own imagination and maybe
even teach you what questions you can ask of it.

For example, have you ever looked for something via a search and ended up
discovering things you never even asked about? If so, that is good….especially
when you are an Internet Marketer. Anyone who is interested in trends, human
behavior and people’s responses to miscellaneous issues is usually a good
candidate for marketing success.

Now with tools like YouTube, Google, Wikipedia, Yahoo Answers, Twitter and an
immeasurable constantly growing number of Web 2.0 communities and Social
Networks filled with blogs, forums and posts…the information you need is not
only always available…but always changing and always growing.




                                 Page 39 of 96
PRINCIPLE #8
Become the Primary Source of Something
With any product, service or idea, the prime source almost always makes most
or all of the money that can be made from that concept.

You have likely heard the stories of the affiliate marketers who make money
hand over fist selling other people’s products. It’s true this does happen.

But being the skeptic I am, I can’t help but notice that most of the proponents of
affiliate marketing always end up producing a unique product of their own.

Of course, the product they come out with is always about how to make money
with someone else’s products (affiliate marketing).

I’m sure many of it is bona fide and helpful information…but are you curious
about whether that marketer is making most of his or her money from affiliate
marketing – or are they really making most of their fortunes selling you a
product that they are the prime source for.

I am not able to make that judgment call from here. But I have a hunch. My
educated guess is that the best thing to do is both.

So, don’t get me wrong here. I am all for Affiliate Marketing. It can be a
powerful tool when managed correctly.

Affiliate Marketing allows the newcomer to get started in the field of Internet
Marketing without having to create a product on their own. This saves a HUGE
step in the process of setting up an Internet marketing empire.

But I can also clearly see that most cannot stay there forever. 100% of the
gurus whose claim to fame came from selling other people products ALL
eventually have their own product to sell.

The lesson is obvious. This industry has an excellent built-in starting point called
affiliate marketing…which means that there are already thousands of products
waiting to be sold and marketed to the world by YOU.

But the rest of the lesson teaches us that it is not likely going to stay that way
for you if you have even some measure of success.

I believe that every Internet marketer who is selling via Affiliate Marketing should
always keep in the back of his or her mind this question and goal:


                                  Page 40 of 96
“What prime source product will I be creating?”

Don’t be afraid of the answer to that question. Not only are there easy ways to
create unique and original information products that people will actually pay you
for, but the best news is the more you market – the more experience you get –
the easier it is.




                                 Page 41 of 96
PRINCIPLE #9
Understand How Success Creates Success
Every time you make a new discovery, hit the next level of success or graduate
to another plateau in your marketing journey, you add miles of resources and
experience from which to draw from. Your success actually creates more
success!

Success is always exponential in every way, when it is working right.

Success begets success. Ideas beget ideas. The more of these you have
already, the more you will have. They snowball.

Have you ever seen someone make a bundle on the Internet, only to write a
course, e-book or video about what they did that was so successful? They will
promote a product that says “How I Made X Amount of Dollars Doing Such and
Such….” In numerous cases, the information they produce about WHAT they did
and HOW they did it often produces MORE money than what they did in the first
place! This is the nature of selling information as the prime source. When you
are the creator of your own material, you always have something to work with
and something that inspires more material and ideas.




                                 Page 42 of 96
PRINCIPLE #10
Apply the 28 Things All Entrepreneurs DO and
DON’T DO

1. Entrepreneurs pay attention to the new opportunities that present themselves
everyday.


2. Entrepreneurs don’t stop because they don’t know how to do something. They
delegate tasks to people who are more gifted to perform the things you can’t, or
learn to do them. They don’t re-invent the wheel if its not needed.


3. Entrepreneurs aren’t afraid of change or new things, so they try, investigate
and willing risk making mistakes.


4. Entrepreneurs set realistic goals daily as well as for the long term.


5. Entrepreneurs study the background information of what they’re marketing so
they can become experts in a filed they wouldn’t normally have any expertise in.


6. Entrepreneurs study other peoples’ mistakes and successes and learn from
them.


7. Entrepreneurs realize that they’re running a long term business, not a get rich
quick venture. They think and plan for the future.


8. Entrepreneurs don’t let problems stop them from reaching a goal. They learn
new things from road blocks and hurdles.


9. Entrepreneurs are professional, thoughtful in their communication and to the
point. They don’t give people fluff or false hope.


10. Entrepreneurs are real with who they are and understand their own
personality. They know their strengths and weaknesses.


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11. Entrepreneurs use their resources and time wisely, while learning to make
room for taking risks.


12. Entrepreneurs don’t get frustrated if something takes longer than expected.
They always focus on the goal.


13. Entrepreneurs know that there are many parts of entrepreneurship that WILL
NOT be fun, but they do them anyway.


14. Entrepreneurs learn to move on to new projects. They don’t get attached to
something that isn’t working or is using too many resources.


15. Entrepreneurs don’t give away their best information upfront. They
understand how to pace what they bring to market.


16. Entrepreneurs remove things that distract them or take their mind off the
goal.


17. Entrepreneurs don’t have pre-determined or fixed ideas about how
something will end up. They are flexible and try new things.


18. Entrepreneurs are honest with others and themselves. They earn the trust
of their following by being trustworthy.


19. Entrepreneurs don’t make decisions on whether or not something is
enjoyable. They think about what their target wants.


20. Entrepreneurs are always making new products or ventures. They are
constantly exploring new options without get wrapped up in one thing. They can
get out of their own box.


21. Entrepreneurs don’t take things personally.


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22. Entrepreneurs run their business the way they want, while always being
open to advice. They can understand that no one person can possibly know
everything.


23. Entrepreneurs are proactive with their decision making. They DO what they
DREAM.


24. Entrepreneurs are prepared for long hours and lots of work because they
know that success does not occur overnight, or on its own.


25. Entrepreneurs incorporate ideas and products that they know already work.

26. Entrepreneurs know how to delegate tasks to other more gifted than
themselves. They know how to let go of something and let another person get
add their own style, twist or flavor to it.


27. Entrepreneurs learn about who they are marketing to and craft their
communication accordingly.


28. Entrepreneurs welcome feedback and criticism from those who matter the
most: their customers.




                                Page 45 of 96
Part 3:
The Snowball Factor
Techniques

How Money is Really Made on the Internet
This is simple to understand: To make money on the Internet, you do 4 things:

   1. Find a market – This involves the discovery of a target group of people
      who are all interested in a specific niche.
   2. Provide a product – When you can find, acquire and/or develop a product
      that appeals to the target you discovered, you are on your way.
   3. Set Up an Infrastructure – Once you have a product and a demographic to
      sell it to, you create a mechanism of distribution. Simply put, this is your
      website.
   4. Finally, you bring that market to your website and continue to nurture and
      attract them with appealing offers.

That final step (#4) is where the real work of Internet Marketing is. Step 4, in
fact, is never actually completed. It is an on-going process of generating traffic,
capturing that traffic into a mailing list; following up so that you can create
buying customers…and repeating that cycle as much as possible.

Step 4 is what can make or break you. It is where you are truly tested as an
Entrepreneur.

Finding a market can be quite interesting.

Creating your own product can be a personally fulfilling quest.

Developing a website, logo, layout and design provides a sense of
accomplishment and satisfaction when you see a concrete representation of your
offer and your idea in visual form.

But that “getting customers to show up” step is not so attractive to most
people…at least not all the time. The main reason for this is that it is a work
that is on-going, is often mundane and requires a daily, weekly and/or monthly
cadence and discipline that can ruin a business if it is not maintained.




                                  Page 46 of 96
It is at this step in the process that the dreams of income opportunity seekers
9who thought there was a magic program they could get rich with), become
disillusioned.

Getting people to come to you and bring their money is where the true science
and art of marketing occurs.




                                 Page 47 of 96
Know Who You Want
If you are ready to reap the same rewards of a successful marketing guru, you
have to DO the same things they do (and did). But that means it’s time to start
thinking like a pro. I once discovered that if I start at least acting like I know
what I am doing, maybe I’d eventually catch on!

The first practical and important step you must take to scrape up the makings of
that snowball, is to ask yourself what all successful gurus already know: WHO
do you want to get your money from? (By the way, if you answered that
question with “anyone”….that’s the wrong answer.)

You may be asking what I mean by “Who do you want”. I’ll explain by spelling
out a scenario you may be able to relate to.

Let’s say you have a website built, hosted and live on the Internet. Great. Now
what?

You finally learned how to lay out your home page so that it looks nice and loads
fast. Your logo looks good - maybe it even looks quite professional in your
humble opinion. Your buttons and links all work. Your address and e-mail are
just a click away, and your catalog of products is ready to be browsed, clicked-
through and purchased from.

Credit card processing is in place; auto-responders are standing by. Your free e-
zine subscription fill-in-the-form page is ready to snatch up every name it sees.

Your hit counter is set at zero, but ready to work up a sweat spinning from the
traffic jam!

Your site is just waiting for the millions of credit-card-holding, trigger-happy,
mouse-clicking, impulse-cyber-shopping consumers of the world.

So, where are they? And why aren't they cyber-speeding to get to your virtual
store? If only they could see how cool the graphics are. And certainly those
spinning buttons would turn them into customers, if only they would come!

Unlike the Field of Dreams, just because you build it, doesn't mean they are
going to come.

So let’s uncover this great mystery and simplify what has become unnecessarily
complicated - getting people to not just simply visit your website, but actually
become your customers through the Internet.



                                   Page 48 of 96
A common mistake that new entrepreneurs make is this: they find a product or
topic they like and assume that there is a market for it. Or, they assume that
because there's something that they personally spend time with, there must be
someone else who will certainly buy this. That may be partially true, but the
problem is, they leave out an important factor in the equation. While there may
be someone willing to buy what you want to sell, the question is, are there
enough of them?

What YOU like is not enough of a litmus test in discovering what the masses will
buy.

What you THINK is a good niche is not a scientific enough of an approach to
business. I’ve never purchased a set of golf clubs, a book about golfing or
anything else about the sport because it doesn’t interest me. But the fact
remains that the sport of golfing is a multi-billion dollar industry. So, if given the
chance to capitalize on it, I might miss an important opportunity if my response
was based on personal preferences only.

You see, the real work of marketing is rather mathematical and mundane. It's
about numbers, not about what you like or how you feel.

Successful marketing is about calculating how many people are willing to pursue
or purchase a product or service that you can get to them. It is not about
finding a product that makes you happy, or that is fun to sell. This is where
most people go wrong.

How many local businesses in your town have you seen go up, only to have
them go out of business within a year or two? In most cases, these small
businesses don't last, because the owner / operators of these usually mom-and-
pop ventures, failed to do their market research. Instead of researching how
many people want to buy hot dogs, they decided to go into the hot dog
business, because they like hot dogs.

Here's how a successful marketer operates: the true entrepreneur does not look
for a product first. He looks for a market first. He studies that market and
finds out what that market wants. Finally, he provides what that market wants.

A successful marketer never falls in love with the idea of selling one particular
product or service. A successful marketer loves studying people - how they
think, what they do, what makes them tick and what it takes to provide what
they want. That is the making of true success.

Another mistake is to not understand how much room there is for competition in
a specific niche or market.


                                   Page 49 of 96
The Internet has created lots of market room. You would think there is too much
competition, when in fact, while there are more and more businesses appearing
on the web, there are also more and more consumers purchasing goods and
services as well.

When you are doing business with the entire planet, you have to examine the
global community differently than you would your own local town.

I was a teenage marketing nerd. I actually read magazines like Entrepreneur and
Income Opportunities just to read the ads, because I was fascinated by what
people buy and how opportunity is sold to them. In my early twenties, I read a
lot of income opportunity industry news. Because of my study of Entrepreneur
Magazine articles, I was always looking at the up and coming trends. Through
this, I recognized in the early 80’s that a new profitable industry would be found
in video tape rental stores. I tried to convince my dad (who was fairly
entrepreneurial) to open up a video rental store. We talked about it seriously,
but while we just talked about it, someone else actually opened up that first
rental store in the hot spot center of Santa Cruz County at that time – just a few
doors away from the only shopping mall in the vicinity. Having a video rental
store on 41st avenue in Capitola, California would have sewn up that market – so
I thought.

I thought the opportunity was over for us. How could our town support more
than one video rental store when this company was already doing it in the best
location?

How wrong was I?

Over the course of the next decade literally DOZENS of video rental stores would
open up across our county until there was one on almost every corner, with
some of them in horrible locations. Most, or all of them did just fine for the
many years that market was still hot.

My young, inexperience caused me to grossly miscalculate. Had I learned to do
actual market research, I would have learned that there was plenty of room for
competition in this particular niche in the 80’s. The moral of that story is that you
cannot come to conclusions about a market until you have run the numbers and
researched the facts.

When we talk about doing business with the whole world, we find that the room
for competition is even broader than it is in one specific geographic location.




                                  Page 50 of 96
Market research is not only ESSENTIAL but now it is much easier to do since we
have so much data and information at our fingertips…literally!

Also, in choosing a hot topic or trend, it is important to remember this simple
equation:

A Highly Competitive Market = A Larger Audience

The larger the target is for a market, the more competitive it will be. Some folks
stay away from highly competitive markets because they think there is no “room”
for them. But the truth is, the amount of “room” that is left is determined by
how numerically large that target actually is. You can only discover how viable a
market is by actually doing the MATH on it…not gauging your decision on how
you feel or what your skeptical brother-in-law told you.

Market research is pragmatic, mathematical and un-emotional. Once you
understand this concept, it will help you every time you begin to create a product
for a particular niche. You will be surprised at some of the topics that people are
hungry to buy information about…topics you may have never thought of without
looking around first.

Once a niche or target is located, the next step is to find, acquire and/or develop
a product that market is hungry for.

The questions you should be asking and answering are these: What are the
benefits of what I am offering the people in a particular niche. What can I
provide for THEM that THEY really need. What can I give them they can’t
normally find anywhere else? How can I make what they already have or know
even better?

For example, I performed as a professional magician for years. So I know a few
pretty good close-up tricks with cards, coins, ropes, etc. So let’s say I want to
produce a product that teaches anyone how to do magic.

But there is a problem: Just because I like playing with sleight-of-hand does not
guarantee that there is a large enough audience for me to sell my ideas to.
There MAY be…but there MAY NOT be. The point is that I must find that out
first…I can’t make my marketing decision based on how good my skill is or how
much I like teaching, writing about demonstrating or discussing that topic.

The good news is that there ARE an amazing number of specific niches. It’s
incredible how the technology of the Internet has exposed special interest focus
groups that can be found and sold to. There may be no interest in my town for
learning how to do card tricks or magic shows for children’s birthday parties, but



                                  Page 51 of 96
you can be sure there are plenty of prospects somewhere in the world that are
very interested in that topic.

Once I discover a target that I can bring a valid product to, I have to ask myself:
What can I find or produce that will make it easy, affordable, fun for anyone to
learn magic. What will help my prospects the MOST? Do I make a video and
teach them the moves one-on-one? Do I burn it on a DVD and mail it with a
deck of cards so they’ll have the props they need? Do I sell them trick cards – to
make it easier? Do I put my videos on the web, so they can download them
instantly? Can I make something they can’t get just anywhere else? How do I
make it as easy as possible for them to purchase and get delivery?

Once you have spent time wresting with these questions, and know basically
WHAT you will offer, and you know that there is a target to market to, the next
step will be to find where those folks are and get them to your mechanism for
distributing that product to them and transacting their payment for it.

In the Internet Marketing industry, we call that a mechanism a website.


So, Where Are These People?

Do you know whom you sell to? Do you know what your target audience does
for a living, what their hobbies are or how much money they make a year; what
turns them on and what ticks them off; what they do with their free time?

If you are a successful marketer, you can describe your average prospect.
Business owners who know what they are doing have good insight on the profile
of their audience. Why? Because it affects EVERYTHING they do … especially
their marketing strategy.

Knowing who you are going to sell to will determine what kind of product or
products you carry, how you price them, where you advertise, the wording you
use in your copy, and so on.

Starting a business doing or selling something you like, then assuming everyone
else in the world feels the way you do, has to be at least on the top of the list of
reasons businesses fail! While your business staying alive will rely on YOU for the
drive, tenacity, patience and endurance, it relies on YOUR CUSTOMERS and in
how they respond to you for its ultimate success. So you'd better know as much
about them as you can!

Who your customers are is as important as what you sell them. In certain cases,
it's even more important.



                                  Page 52 of 96
A Lesson from KIDD - Radio 63 in Monterey, California

In the early eighties, I was a radio personality in the Monterey Bay area in
Central California. Our demographics (who our audience was) were crucial to
what we did on the air. We played music, aired commercials and delivered the
news.

But how we did all of those things was almost completely determined by the age
and gender of our audience. Fortunately, in broadcasting it was easy to know
those statistics because the industry had good systems for measuring our
ratings.

When I was a new announcer, it was hard for me to understand whom I was
communicating with (selling to) over the airwaves, until those statistics were
published. When I learned that our average listener was female and about 14
years old, it helped me understand why we played the selection of music we
played and why our spots (commercials) were sponsored by bubble-gum and
candy manufacturers, soda-pop companies, movie theaters, and record stores.
(That is what they were called before CD's were invented!) It might have even
explained why our call letters were "KIDD".

The point is that every business must know their target audience. It is what
determines the Marketing Strategy.

Additionally, WHAT you sell will determine the kind of list that you build. This is
huge and probably overlooked by newbies.

All lists are NOT created equal. If you are offering a low cost book on how to get
relief from headaches, and sell that e-book for a mere $9.95 so you can build a
list…what you will be creating is a list of prospects that you know need relief
from headaches (or at least that type of information).

So what you UPSELL to that list will be determined by their original contact with
you. That means you better have a back-end product that appeals to people
who are headache sufferers. I suppose that if you sell some kind of natural
vitamin supplements that may offer an answer to that problem…you would have
a good back end to your e-book.

The point is that you can’t cross your niches. What I mean by this is, you can’t
sell “How to do Magic Tricks” to headache sufferers….or dog training audios to
people who download a free report about how to get rid of ants.

This simply means that your Marketing Strategy must be thought through way
ahead of your customers. There is a famous quote in marketing that says “think

                                  Page 53 of 96
two products ahead.” This is crucial. You always need to know WHERE you are
going with your list. You should always be asking yourself, “What is the next
thing my list needs and wants…and how do I get it to them?”

This leads us to a logical question…Why Am I Building only ONE List?

While the thought of multiple lists may overwhelm you at first when you haven’t
even built ONE list, this is the mind set you eventually want to adopt.

So while we are discussing the strategies and techniques for building a FOCUSED
list on one niche, keep it in the back of your mind, that your true success will be
when you can duplicate that process in another niche. There’s no rule that says
you can only have one list of customers. So once you know the practical steps
of creating that snowball…why not create another one?

But to get started, we will focus on ONE list in ONE niche at a time…that will
keep it simple for now (and besides, I don’t want to scare you!).

Here are the nuts and bolts of list building. These are practical, logical, tried and
tested steps. This part of the training is like building a house. There are certain
tools you will need, certain materials you will use and if you follow the blueprints
you will have constructed a profit-producing customer list.




                                   Page 54 of 96
Don’t Just Build a LIST – Build a Fan Club
This is the core secret to success on the Internet. It’s all about “the list”. You
have heard it time and time again: Build a list – your list is your most valuable
asset - If you are not building a list of opt-in subscribers, you are wasting your
time.

These are all true statements, and you hopefully believe in the concept by now.
But the real question is…HOW?

While there are some essential tools for building your list (such as a website,
squeeze page with auto-responder and products to sell and give away)…none of
those tools will matter if you do not know how to actually BUILD a list.

I don’t mean how you technically capture names and put them in an auto-
responder’s database. That’s easy to learn and I will even show you those
technicalities later.

I’m not even talking about how you create a form on your website and upload it
to the server. That’s also learnable and I’ll cover it elsewhere.

When I talk about showing you the secrets of BUILDING A LIST, I want you to
know what makes your list profitable and responsive enough to actually become
the mechanism that will develop into your SNOWBALL of success.

The true secret to list building has little to do with what tools you use and much
more to do with how good you are with people.

If you got into the Internet marketing business because you like to be alone and
don’t want to have to deal with other people – get out now. Internet marketing
(like ALL marketing) is all about PEOPLE. When you are successful, PEOPLE
send you money – not programs, software or computers.

Since PEOPLE are your golden ticket – you need to learn how to deal with them.

A list is made up of live breathing people that you can converse with. It is a
group of folks you will be engaging in one-on-one communication with – only in
mass.

Your list is the list of your best friends – the ones who trust you, know you and
will do business with you over again.

Building a list requires somewhat the same approach as in developing any real
relationship – it happens in a slow process. Although technology allows you to


                                  Page 55 of 96
build that relationship with many hundreds or even thousands at the same
time…it still has to be grown and nurtured over time.

As in all relationships, there is always some give and take and when that
becomes unbalanced, things go wrong. Your job is to make sure you don’t take
more than you give and in the long run the numbers will be in your favor. It
only takes a small percentage of a huge list of people to respond to you
(purchase from you) and that is where you can profit immensely in direct
marketing.

You are always selling. Anytime you are trying to convey an idea or convince
someone of your opinion, you are selling. This is an important aspect in life. It is
not reserved for sales people. A job interview is a sales pitch. When you ask
people to surrender their names and address to you AND give you permission to
contact them until they say stop, you will need to sell them on the idea that this
will be well worth their while.

Once you convince them (sell them) you will need to continue to nurture that
relationship by building trust.


How to Build Trust

Be reliable. People trust people that they can rely on. You trust someone that
keeps their promises, is on time when they say they will be somewhere; returns
a call (or email) as promised. Delivers the goods they sold you and so on. Be
someone people can count on.

This consistency in reliability is called integrity and can be practiced immediately
but can only be appreciated over time. Your followers will need to EXPERIENCE
your reliability – not just be promised it.

People make most of their decisions based on prior experience, so give them a
long history of good experiences and they will have a good reference point in
you.

You also build this trust by delivering quality goods and services. It’s easy to sell
garbage – but you only get to make one sale. If you sell something of value,
you can make endless sales.

Remember that people who buy from you and like what they get are likely to buy
again. Most people do not purchase just one item or book in an area of interest.
They buy many.



                                   Page 56 of 96
If you are interested in magic tricks, you don’t buy one book or DVD about
magic. You buy many and you keep collecting them as long as you maintain that
interest. This is true for almost every niche (even Internet Marketing). So once
someone buys from you - they are more valuable than the prospects on your list
that have not – so treat them that way and surprise them with excellent service
and high quality. It will make you rich.

Collect Testimonials. The longer you are in business and the more people you
provide good service to, the more endorsements you will get. When you get an
endorsement from someone well known in your field it is like gold and raises
your credibility several levels each time. Publish these to your site as often as
you can; the more, the merrier.

Give Away Valuable Products. There are a lot of bad free things on the
Internet. Give away something you would be glad to get. If a salesman says
they have a free gift for you and all they give you is a glorified business card or a
long winded brochure about how to buy from them – you will probably pitch it.
But when they give you something useful and practical – whether it is knowledge
or a physical gift…you will KEEP it and use it and always connect that good thing
with the giver. That is how free gifts pay back in the long run.

Make sure what you give away is unique. Don’t give away the same thing a
hundred people are. That free gift is being associated with your competitors – so
give away something that stands out and screams of your unique generosity.

You can take several free items that others give away and bundle them into a
unique package – and / or even add a little report that YOU created. Now that
PACKAGE is unique to you. Call it something no one else is. Make it yours.

You can even do this with resell rights packages. Many of them have giveaway
rights or the rights to be included as a bonus. A smart collection of related resell
products can create a unique package that you can give away or sell as a loss
leader ($7 to $10) that will be unique to you.

Stay Ahead of Your Following. You build your credibility by keeping ahead of,
or at least in touch with, the latest news in your industry or topic and passing
that information onto your customers as quickly as you can.

By subscribing to every possible newsletter, blog and information portal you can
– you can keep your finger on the pulse of what is happening for the sake of
your following. When you are the first to let people know what the breaking
news is – you are now the expert – the pioneer – the prime source. Why
wouldn’t they turn to you when they need help or information?




                                  Page 57 of 96
Communicating with your list is the main point of marketing. You are not always
directly selling them a product – but in a sense you are always selling –
sometimes you are just selling yourself (which is the most valuable thing you can
do in the long run).

But every time you communicate, you should always keep in mind that you are
not finished communicating. Every time someone hears from you they should
always get the impression that you not only have a lot of important news or
information – but you have even more to come. Everything that you offer, write
or post should always lead to something else. You are always LEADING your
following somewhere. Sometimes it will be to even better or more information
and often it will be to the sale of a product you believe they should buy from
you.

Be a Leader. Think about it from the prospective of your customer, if every
time they hear from you they get something VALUABLE, why would they not
then heed your advice when you recommend they BUY something. If you have
built your creditability then they will buy almost EVERYTHING you recommend.

That puts a lot of responsibility on you. Make sure you are leading them well.
Send them to products that will DELIVER the promises YOU made – and you will
continue to have them as followers, customers and purchasers of your stuff.

Communicate Clearly. There are now several ways to communicate with
people. Email is of course still the life blood of Internet marketing. Even with all
it’s foibles of low deliverability rates and spam filters – we still need it. But email
can be used carefully and professionally to make contact with your people by
sending them to other venues of communication.

These days, shorter emails are better than longer ones. For one reason, they get
delivered better. Too many links, or too much content can increase the likelihood
of a spam filter blocking your message. Also, longer emails won't be read as
often. Remember we ALL get too many emails – so your message has to
compete with the 70% of the other messages your recipient is going to delete
just because it is spam or even a non-spam sales message.

Use short emails to send your people to web sites with more information. Send
them to videos where you can demonstrate in a more personal way what you are
trying to convey. Send them to your blog or forum where they can interact,
make comments and participate on what you are doing and saying. If you rely
only on an email messages to do your selling you are missing out on far more
powerful selling techniques and opportunities.




                                   Page 58 of 96
Specialize in Follow-Up. If you don’t get good at anything else – get good at
follow-up. If you can’t build a website to save your life, don’t worry – someone
can do that for you. If you can’t remember the difference between FTP and DNS
– don’t fret – you can always look it up again.

But whatever you do – get good at follow-up!

An overlooked but important use of email is the email YOU GET from your
customers. This is one of those principles that are SIMPLE but not EASY. When
someone on your list sends you an email – RESPOND TO IT! Sounds simple
right? When you personally respond to the emails of your following you are
doing more to build credibility than almost any other technique you use.

People like their messages returned. We hate leaving a message on a voice mail
never to hear back from the person you called. When they DO call back, it
speaks volumes. When you answer your people’s inquiries, you are immediately
teaching them that you really do exist behind that cold, plastic website photo
and you really do care about them personally.

I know you may be thinking…"what if I get thousands of customers writing me
everyday??" First, if you do, you have a good problem and thousands of
customers writing to you means you have tens of thousand BUYING from you.
So hire some help and answer your customers' emails!

But until you do get to that point, it is quite practical to save your email
messages in a file that can be copy/pasted and then edited to fit the specific
need of that person.

I rarely copy/paste a pre-written email message to a customer without adding to
it in some way with a bit of customized message about their specific issue. Stay
away from cold – canned form letter sounding emails. If you do have to send
them, add a line at the end that is personal so they know you actually thought
about them as a person and not just a customer number.

Note that many moderately successful Internet marketers are bad at this. The
ones that do write back are always MORE successful in the long run. They have
longer lasting careers because this is one of those principles that pays off over
time.

 You have to think of your communication with your customers as an obligation
to keep then up to date and informed. You are sort of in the news business
when you have a list. You will be sending out bulletins with offers they should
know about. Those offers will have deadlines that they will need to meet in
order to get in on the deal (even if the deadline is one YOU created.) Deadlines


                                  Page 59 of 96
are very good motivators and people respond to them because the timeline is
clear.

The bottom line is that you are in the eternal business of following up. You are
NEVER done following up. Think of your local news team or reporters. Every
night you can turn them on at 6 pm and find out what is happening in your
community. No matter what is happening they always have something to report.

What if they stopped doing that because they had no more news or ran out of
ideas? They’d lose their audience in a heartbeat and be done. Worse, no one
would tune them in later when they DO have something to report.

You are in the same business – keeping people informed accurately and
consistently with information they NEED and WANT to know.

A good Internet marketer is both aggressive and sensitive. They are aggressive
about getting that information out on time all the time; and sensitive about how
valuable the content is for the reader.

One of the reasons for consistent follow-up is that most people do not take
action the first time. A person that has just visited your website for the first time
has no relationship with you. So unless your offer in and of itself was so
compelling, they will probably not buy from you until they have been seduced
into a friendship of trust with you first.

If you are sending out one message to people that have visited your website,
you are probably missing out on 90% of your potential sales. So what is the
magic number for follow up? Some people say it takes 7 times for someone to
hear from you before they buy. Another report says it takes 12. Who
knows…you can create all the tests you want - but I say the magic number is
INFINITY. Follow up until THEY LEAVE YOU. Why would you stop? It’s all
automated on the Internet anyway.

The good thing about technology is that you can follow up your prospects for
eternity and it doesn’t cost you any more than following them up once. (Except
for the time it takes for you to write those follow-up messages.)

When you are setting up an automated follow-up system, you usually can create
several messages ahead of time and decide at what interval they can be sent. I
don’t think it’s a great idea to send something everyday to your people the rest
of their subscription lives (in other words until they opt out) - but you can follow
them up more often earlier on in the series.




                                  Page 60 of 96
In other words, when someone opts in to your list the first time, they should get
an IMMEDIATE response. In auto-responder terms this is called message
number “ZERO” (0).

Then, perhaps they should get another on day 1 (the next day). Then, maybe
day #3, 5, 7 and 9 (every two days for awhile) they should get your follow-ups.

Then you can spread it out to every 3 days 12, 15, 18 etc. Eventually they will
need to get their automated message as much as two weeks apart.

The reason for this is because when they are new to you, their interest is higher
and more vulnerable. They are more apt to respond while they are thinking
about your offer – yet, they still need multiple reminders (because they usually
don’t respond to the first message). But that “magic number” is different for
everyone.

Also, these automated responses are good but are in addition to your
spontaneous broadcasts to your list. Your list should always be getting two kinds
of messages from you – 1. The automated, pre-written series that you have
uploaded to your auto-responder’s database; 2. Late breaking news or
broadcasts about some special offer, deal announcement or deadline.

The number of broadcasts you send should affect how often your automated
follow-ups occur. If you send out a weekly broadcast (which is probably almost
too often), then your automated messages might need to be more spread apart.
If you send out a “spontaneous announcement every 4 to 6 weeks, then your
followers can afford to receive your AR series more often.

There is no formula. The numbers you use will be determined by your success
rate and the feedback of your people. Listen to them and adjust your frequencies
accordingly.

What happens when you run out of auto-responder messages? Let’s say you
have 52 pre-written follow-ups in the queue. Once someone gets to number 52,
what happens to them?

If they don't get a 53rd follow-up, they might as well be OFF your list. Sure they
will get your spontaneous broadcasts, but they will be less likely to respond if
they are not hearing from you consistently. As names age on your list – they
grow colder each day unless they are responding to something.

Depending on what your email messages say, consider REPEATING some of
them. Go back to message numbers 2 thru 5 (or whatever) and load them in to
the queue at messages number 53 thru 59. People do NOT remember what they


                                  Page 61 of 96
read 8 months ago. They don’t even remember what you said last week! So
don’t be afraid to “preach the same sermon” once in awhile. Go back and pick
out your better messages. Re-run the ones that people seem to like and respond
to the most and recycle them into your follow-up. If it really bothers you to
repeat (it shouldn’t), then tweak them a little and change a few words – but
once you have that much content – you will have a lot to play with for awhile by
simply reusing your work.

When you communicate with people on an opt-in list, there are certain things
they will always need from you:

   1.   They   need   to   know   WHAT you are saying
   2.   They   need   to   know   WHY they need it (what’s in it for them)
   3.   They   need   to   know   HOW to respond
   4.   They   need   to   know   WHEN to do it.

This will ALWAYS be true no matter what you are communicating. If you do not
always make the above 4 instructions clear, you will drastically reduce the rate of
response from people.

What they DO NOT NEED to know is:
1. What is in it for YOU (I know some marketer’s use the please help me reach
my goal or win this affiliate contest or beat the competition, etc…but that pitch
NEVER works unless it is tied to some benefit for the reader.)
2. How you feel about something (unless it helps them understand how THEY
should feel)
3. What you are doing with your time energy and business (unless it helps them
with their time and money)

Notice the pattern? You are always helping THEM - not you. This list building
relationship is kind of strange. While on one hand you are building a list of
"friends", it is unlike any friendship you are nurturing in the real world. In the
real world, friends are mutual and help each other – there is a shared
responsibility.

But the friendship you are building with your list will seem unfair to you and
unbalanced. It will seem like your list “friends” are often selfish because you are
always the one helping them – you are always looking out for them – you are
always talking about them and not YOU. Is that unbalanced? No. The way they
balance out this relationship – is by sending you money! Don’t forget – this is
ultimately about BUSINESS, and a good business person will gladly invest in the
lives of their customers because it actually pays in dollars and cents down the
road. (This part is unlike your true one-on-one friendships in your “real life”).




                                        Page 62 of 96
When you write an email message – whether it be a news broadcast or a pre-
written, automated follow-up message, it is VITAL that you write as if you are
writing to one person. Why is that? Because you ARE!! The person reading your
message will be alone. They don’t really need to feel like they are in a coliseum
with thousands of other participants. It creates a distance when people feel like
they are just one of many cattle. But if you talk one-on-one ALL THE TIME, they
will pick up on that warmth quickly and respond better.

When I was in radio broadcasting, this was an important rule when we were
speaking. When someone was listing to me as an announcer on the air, they
were likely all by themselves driving in a car or sitting at their desk and working
in a cubicle. They didn’t need me to say “hey, all you out there in radio land!””.
They needed to hear me speak with them conversationally; in a one-on-one tone
about the great restaurant I took my wife to last night down on Main Street –
and why they should try it tonight when they get off work. (That’s called a
commercial) – But it didn't need to sound like it was being sent to a million
people.

Your email communication, blog postings and even your forum posts can have
that same flavor and you will do better because you are being more personal and
RELATIONAL.

Remember that your computer your ISP your website and your tools do not send
you money. People do. Take care of your PEOPLE by using your tools wisely.




                                  Page 63 of 96
Traffic, Traffic, Traffic
If the secret to successful retail establishments is Location, Location and
Location…then for Internet marketing it is: Traffic, Traffic and Traffic.

While each expert seems to have his or her own angle on how this marketing
thing works, one thing we know for sure that is true for all of them…each, at
some point in their success journey discovered HOW TO GET TRAFFIC TO A WEB
SITE.

If there are no other common denominators among the gurus, we DO know that
this is one of them: without TRAFFIC, we would never have heard of any of
these success stories.

There are several ways to get traffic to a website.

Some take time; some take money; some are free; some are expensive. Some
produce more traffic than others. Some produce traffic quickly – some over time.

So what is the best method? There really isn’t ONE best method. The best way
to get traffic is to use as many methods as you are capable of using. If you have
money to invest in traffic generation – spend it wisely. If you have time to invest
– use it wisely.

The best way for the student of traffic generation to get the most from the
methods is to study all of them and consider each one from the angle and
opinions of other users.


There is a multitude of traffic generating methods every Internet Entrepreneur
should be aware of and using. But it is perhaps just as important to know that
new methods rise up all the time and that keeping up with those changes is
equally important as utilizing the existing methods of getting people to your
website.

That is not to say that the “older” methods no longer work – in fact, ironically,
many of them seem to work for eons. But it is important to note that they often
change or adjust with the fast changing environment of the Internet.

While some older methods may not be as powerful as they once were, it doesn’t
mean they should be ignored. But instead, we continue to use them



                                  Page 64 of 96
understanding that newer, better and more contemporary methods are also
available and should be employed.

The lesson here is that there may not be one best method of traffic generation.
Instead, the best way is to use as many methods as possible - and as new ways
are discovered, they should be added to the marketer’s arsenal.


For example, learning how to BLOG and use that blog for generating traffic can
be a powerful method. But if you have never created a blog – that may concern
you.

Well, did you know that you can create a blog by simply filling out a form in your
Fantastico cPanel? If you have a web hosting account with cPanel and
Fantastico, creating a WordPress blog is as easy as filling in some blanks and
clicking a button. But if you didn’t know that – the idea of “creating something
technical” could be intimidating.

So don’t let any of these traffic methods put you off – study each one – try
several methods. Be patient with the ones that require more time than money
and be consistent with the ones that require maintenance.

Much of traffic generation has to do with keeping your website search-engine-
friendly. There are that techniques that help you optimize any website or page
so that your search engine ranking can be as high as possible. We call it Search
Engine Optimization (SEO) and it is something you should consider as an
ongoing part of doing business on the web. It is part of your marketing plan.
Like advertising it is something you never stop doing and are always learning
news ways to do it.

Getting traffic to a website is a never ending work. A smart marketer will stay
active in posting in forums that are appropriate to their niche, writing and
submitting articles with good content to proper locations online and making sure
their subscribers, customers and site visitors stay happy and interested.

A marketer is never done generating traffic any more than the owner of a brick
and mortar business is never done looking for ways to get more foot traffic to
their door.

One of the most important methods in traffic generation is getting OTHER people
to create your traffic for you. Techniques that involve ways to make your
TRAFFIC generate TRAFFIC are the most essential.




                                 Page 65 of 96
You will find some traffic generation techniques less important to you – but
others that are imperative to learn how to use. Having your own affiliate
program is one of them.

Building a network of affiliates is probably at the top of the list of essential long
term traffic generation techniques.

I’m not sure what the percentage would be, but I imagine that if you were to
somehow calculate the number of successful online marketers who do NOT have
an affiliate program in place, you’d find the number less than measurable. There
may be a fraction of the Internet Marketing Guru population that has been able
to generate ALL of their own success without the help of a replicated army of
affiliates, but it can’t be very many.




                                   Page 66 of 96
“One Can Set A Thousand To Flight - Two Can
Set Ten-Thousand”
That great Bible phrase reminds us of the power of teamwork: that the sum of
our efforts is greater than the whole. And there is no clearer way to see that
principle played out than when it comes to marketing your online business
through a network of motivated customers.

 Using an affiliate program to sell your products and services is one of the oldest
methods of traffic generation and marketing and is probably one of the most
important to learn how to implement. There is nothing better for your website’s
traffic than when your TRAFFIC is generating more TRAFFIC. That is essentially
what happens in true “snowball” form when you have an army of affiliates out
advertising your site for you. It only takes a few active affiliates to start drawing
attention to your site that allows THOSE folks to also become affiliates and do
the same.

In truth, your affiliates could really be considered “professional customers”.
Imagine having hundreds or thousands of individuals who have at least
expressed a desire to not only go to the trouble of joining your affiliate program,
but may even tell a large number of other people about your product.

Ideally, it is a perfect marketing model. It is word of mouth advertising combined
with a monetary incentive for it’s agents that makes it a powerful force.

Building an affiliate following is much like building a customer list. The folks in
this group must be nurtured and tended to with help, encouragement, marketing
tools, money, good communication, good advice and on-time payments.

There may be no better way to build a snowball that literally grows beyond your
control than through a well planned and well managed affiliate program.

While I believe that it is important to utilize more than one traffic generating
method, there are a few that MUST be used if at all possible and a good affiliate
system is one of them for so many obvious reasons.

A good affiliate system usually includes a good technical infrastructure (like
affiliate program software installed on your website). But the beginner doesn’t
have to be frightened off by that prospect.

With automated and easy-to-implement affiliate systems like ClickBank and
PayDotCom, there is no excuse to ignore this aspect of marketing.




                                   Page 67 of 96
Taking good care of your affiliates goes without saying. They are sort of a
specialized part of your list and should get their own follow-up, should be
provided with as many marketing tools as you can think of – and should be paid
fairly and on time.

When first starting out, it is not unusual to provide an affiliate program that pays
a higher percentage than it will when your business and list grows. When you
are still at that stage of list building, it is sometimes a good idea to sacrifice a
little more commission in order to motivate your affiliates to market more
aggressively.

If you are selling an information product – this is especially easy to do because
the cost of goods sold in this industry is almost nothing. When you sell digital
goods, your profit margin is so flexible that sharing a larger portion of it with
your affiliate army can sometimes set you up with that big list you really need to
start building a business with.

Remember that if you have 60% to 75%, or even more to give away through
your products’ commissions, don't be afraid to do so.

One good affiliate is worth more than a dozen subscribers for the simple reason
that they probably already have a website and it probably has at least SOME
traffic; they may even have a following of hundreds or even thousands on their
own lists that they're willing to give you access to if it means a good commission
return for them. Imagine the numbers you could obtain and the power you'd
have for future promotions when just a few affiliates with substantial lists
promote your offer.

Buying customers make awesome affiliates. Who better to sell your product
than the people who have purchased it and used it?

Of course, the real trick for the success of an affiliate program is to have a great
product that has a hungry target market; a product at an irresistible selling price
with equally irresistible sales copy on a website sales page; and one that rewards
it’s affiliates with a generous commission.




                                  Page 68 of 96
Building Community
Social networking to generate traffic is imperative. These days, you would be
remiss to ignore this phenomenon.

Social networking is more than just a traffic generation “technique”. It’s more of
a business “lifestyle”. It is a way of actually connecting with real people, have
real conversations with them and building true relationship with masses of
people that share some commonality.

Until you jump into the social network, you will not fully understand it’s power
and how it has drastically changed many business models. It can also be
overwhelming because there are so many portals for becoming involved. You will
ask yourself, “Do I join Face Book, Twitter, LinkIn, FriendFeed, or?....”

The answer: You join ALL of them. Why? Because they all work together in sort
of a complex subset network of the Internet. You can update your Facebook
data from Twitter and your Twitter data from Facebook, or manage all of them
from Ping.fm. You can link your blog to all of them and while linking to your
website and those of your affiliate partners. And the list goes on.

Don’t be afraid of the complexity of this. Just learn each step one at a time and
find places that you can manage multiple social networks in one spot. But get
“out there” as much as you can and generate followers, friends and readers.

You want people reading what you write and understanding your message. In
this case, the old simple adage applies: “the MORE the MERRIER”.

Generating traffic and SEO and connecting through social networking is
something you should always be doing. You should always be trying new traffic
generation methods and refining the ones you normally use. And by the very
nature of social networking, you MUST be on top of it daily and weekly.

Some call this “Community Marketing” because it is based on developing
relationships with actual living and breathing human beings. That is why it is
such a powerful phenomenon. Since it is PEOPLE that will make you wealthy,
then it makes sense that you would spend a bulk of your marketing time
developing as many relationships as possible. The “90’s” term would be
“networking”.

But whether you call it networking, building community or social marketing, the
bottom line is that it comes down to what you learned on the playground in
elementary school – you will be successful to the degree that you are able to
make friends.


                                  Page 69 of 96
This also means that community marketing takes time. Unlike conventional
advertising, you can’t just buy an “ad” and sit back waiting for a mathematical
response form a target audience. While that method has it’s place in your
marketing plan, that is not what social networking does.

Building relationship with people will require commitment, sincerity, time energy,
sacrifice, kindness, diplomacy, good communication and an ability to resolve and
manage conflict.

But that is what makes it such a powerful marketing phenomenon. It is real and
it is human.




                                 Page 70 of 96
The Squeeze Play
Trying to build an online business thru a website without a squeeze page is like
fishing with a line and a pole. You can do it – but just one fish at a time.

Or you can throw some fish food on the water and use a NET! That’s what a
Squeeze page does. A well designed Squeeze page has a MAGNETIC offer that
PULLS people into your world and takes them on a little journey to becoming
your customer. Not all of them become customers, so it’s a numbers game. The
more of them you funnel through the squeeze – the better.

The Squeeze page has an unclear history on the Internet. I’m sure more than
one person is taking credit for it’s inception, but at the risk of throwing a wet
blanket on anyone’s claim to fame, the concept of a squeeze page dates back far
before the Internet.

A squeeze page is the Internet’s version of a simple marketing tactic that
employs attracting the masses to a free or low cost offer (loss leader) that is
irresistible to the consumer. In exchange for that offer, the recipient just needs
to present their contact information and agree to receive follow-up information
from the merchant.

If you have ever been to a trade show or home show at the fairgrounds, you will
see “squeeze page” marketing at it’s best – without the Internet (although, they
are probably doing that now as well!)

You walk up to the hot tub and sauna display and a sales rep tells you that you
could be the proud owner of a free hot tub – valued at $5,000. All you need to
do is fill out the little slip with your name address and phone number (“…so we
can contact you when you are the winner of the drawing”…).

With your name thrown into the bucket you hope to win the prize. You were also
just squeezed onto a mailing list. The Internet’s version of the “Squeeze Play” is
pretty efficient. You create a one page web site with nothing on it but a tempting
offer for something free or cheap with a high perceived value; along with a form
that captures the name and email address of the lead. That information is
entered into your automated follow-up system. The visitor is eventually taken to
a “Thank-You” page where they claim their gift by download.

The whole process has become quite automated due to sophisticated auto-
responder systems that are easy to embed into a squeeze page form. The html
code for most of that process is even provided by the auto-responder service.




                                  Page 71 of 96
There is no doubt that squeeze pages work. But there are some things about
squeeze pages that DO NOT work – if you are not careful.

First, search engines hate squeeze pages. If you are planning on using SEO
exclusively to market a squeeze page, you have to be careful that there is
sufficient search engine friendly content.

But more content on a squeeze page can ultimately diminish its effect on the
visitor. You see, the very nature if a good squeeze page is that it has LITTLE
content for a good reason. It is a teaser – a free sample, or taste of what the
marketer is offering on the other side of the squeeze.

In order to design a squeeze page that is most effective, it has to contain a great
offer that can be explained in very little space. It has a great headline (most
important); tantalizing bullet-point benefits and a capture form that is attractive,
professional looking and easy to fill out quickly.

Aside from a few nicely balanced images and a small privacy statement or two –
that’s just about all you want on a squeeze page.

Squeeze pages should not have external links. The idea of a squeeze page is to
capture the visitor’s name and email – not offering them a chance to leave. That
is the equivalent of making a sales pitch like this “I have this great offer, but you
probably won’t want it, so just in case you don’t, here’s the exit…”

You would never say that – yet squeeze pages with external links accomplish
that backwards effect.

Actually, there are about 10 things that a squeeze page MUST have (no external
links is just one). But another vastly important aspect is that a squeeze page
must be professionally designed.

This may seem obvious, but it is worth mentioning for two reasons: 1. There are
a lot of ugly squeeze pages out there that need to come down. 2. There are a lot
of ugly web sites that are doing just fine because you don’t necessarily have to
have a pretty web site for it to be successful. This is not so true for squeeze
pages.

Your squeeze page is your first impression. It is what your “cold traffic” sees
when they find you first. It is what your affiliates will be sending people to and it
needs to look good to them and for them.

This is why I love good web templates. Even if you are a good web designer, a
professionally created web template for a squeeze page is a great tool for setting
up a squeeze campaign quickly and that looks good at the same time.


                                   Page 72 of 96
When you combine the power of a strong offer with a professionally designed
squeeze page; backed by the technology of a sequential auto-responder system
like the ones at Aweber…you have the CORE MECHANISM that turns small-time
marketers into big-time entrepreneurs.

A good squeeze page campaign is the stuff giant snowballs are made of!



The Truth About Auto-Responders

Most Internet marketers will probably agree that the invention of the auto-
responder is probably one of the most important events in online marketing’s
short history.

Auto-responders are exceptionally useful because they are AUTO-mated.
Anytime you can automate a task in business – especially an Internet-based
business, you are usually on the right track.

It’s crucial to know that there are two kinds of auto-responders and each has an
important, but different role.


Single Trigger Auto-Responders

Teknon Media actually coined the phrase Single-Trigger Auto-Responder based
on enormous amount of confusion that came from hosting customers looking for
automated follow-up systems and confusing those with the simple auto-
responder mechanism that comes with their hosting package.

First, an auto-responder is simply an e-mail message robot. It responds to any
incoming email that is sent to that particular address and thereby by sends a
pre-written message to the requester.

For Example, if you have set up an auto-responder with the address
info@yourdomain.com the system will automatically send a prepared message
anytime and every time it receives an e-mail addressed to
info@yourdomain.com.

The incoming email TRIGGERS the auto-responder to send a SINGLE reply to the
address of that incoming mail. (Hence the term: “single-trigger”).

So there are 3 components to a single-trigger auto-responder:
      1. The incoming e-mail that comes from whoever is REQUESTING a
          response


                                 Page 73 of 96
      2. The OUTGOING message stored in the auto-responder
      3. The email address on your domain that that you have designated to
         serve as a single-trigger auto-responder
      Note: Email addresses that you designated as auto-responders can also be used as
      regular email accounts.

Auto-responders are like the “voice-mail” of the Internet. The auto-responder’s
pre-written message could be compared to the OUTGOING MESSAGE on a voice
mail that you hear when you call in. For example, if a caller were to dial that
number again, they would receive the same SINGLE pre-determined message,
and would do so each and every time they called and triggered the message.

The advantages of using auto-responders should be obvious. For example, your
customer can send an e-mail to you and get an immediate answer. The
response they get will have been a prepared one that EVERYONE gets…but at
least they get one. In the meantime, their e-mail an also have been delivered to
your inbox for you to read personally.

The most common use of a single-trigger auto-responder would be to combine
that technology with the use of an online FORM. When the user fills out a web
form and submits it for processing, the script handling the form data needs an
email address to send the contents of that form to. If that address is also an
auto-responder, the end result is a seamless, efficient and quick way for people
to communicate and collect information.

By using an auto-responder with a web form, the customer can fill in the blanks
in the form (name, address, phone or whatever…), click SUBMIT and suddenly
two very important things have happened:

      1. The customer gets an automated response
      2. The webmaster gets an e-mail with the form contents (name, address,
         phone or whatever…)


Sequential Auto-Responders

If single-trigger auto-responders are powerful (and they are), then sequential
auto-responders are MEGA-powerful. A sequential auto-responder system takes
the use of single-trigger auto-responder to new heights.

A sequential auto-responder is actually an entire program or system that utilizes
standard auto-responders. But a sequential system can store a series of
responses as opposed to just a single one, thereby creating a SEQUENCE of
responses that can be sent to the original requester.



                                    Page 74 of 96
When someone triggers an auto-responder that is part of a sequential system,
they are actually triggering a SERIES of responses rather than just one message.
The interval at which those messages are sent can be configured by the
sequential auto-responder program. It sets these intervals by way of a CRON
Task. (A CRON job is an event that is programmed into a server to run at a
certain time in the future an on an on-going basis.)

Sequential Auto-responder systems also require a database to store important
information…not the least of which is: the series of pre-written messages that
will be sent to requesters, and a record of the email address to send those
messages to.

But as you might imagine, most sequential auto-responder scripts and programs
are usually configured to offer the webmaster several convenient controls and
configurations.

Besides being able to set up a sequence of messages, these systems usually
allow for the creation of several separate series of responses. Customers
requesting information by triggering one particular auto-responding e-mail will be
receiving a different series of messages than another person who has triggered
the same system, but sent to another address.

In other words, webmasters with sequential auto-responders could have a
separate follow-up series for different categories of people. Customers might
receive a different set of messages than prospects. And this differentiation
would be determined simply by the address that is triggered.

There are basically two kinds of sequential auto-responder systems:
      1. Scripts you can acquire and install on your hosting account. These will
          use the mail system and mail servers built into the server your domain
          is hosted on.
      2. Third party programs that house your sequential follow-up system on
          their own servers.

I’ll cut to the chase on this one. The second option has HUGE advantages over
the first. Many people believe that the use of an auto-responder script on their
hosting account will be a good idea because they will not have to pay any
monthly fees to a third party server. This is true…the problem is this:

AR scripts that are installed on one’s hosting account use very large amounts of
server resources and bandwidth. As the user’s list grows, so does their need for
more hosting. A busy AR system can slow down a website and it’ server while
it’s processing email.




                                 Page 75 of 96
The second problem with installed AR scripts has to do with deliverability. This is
probably a more significant issue than the use of server resources…although
they are related. Over the years, the deliverability of e-mail has changed (thanks
to the epidemic of spamming). The least delivered emails are those which are
generated from scripts (like AR programs) on a shared server.

This is especially true on a shared hosting account (which most people use.) In
fact, the best way to use an installable AR script on a hosting account is on a
dedicated server…but that gets to be an expensive investment when your
mailing list is new and small. Dedicated servers have more resources to spend
(they aren’t being shared) and because they have a unique IP address, they are
more apt to be able to get their emails through more networks and spam filters.

But dedicated servers aren’t perfect either; (unfortunately there is no perfect
email system or one that can claim 100% deliverability). But there are some
methods that are better than others.

The best way to use a sequential auto-responder system is through a third party
company that SPECIALIZES in getting their emails through to the ISP they have
negotiated with, on servers that are configured SOLELY for the purpose of
delivering large amounts of e-mail.

The two most popular and effective services that have been around the Internet
marketing industry are getresponse.com and aweber.com. There is very little
difference between these two services. And paying anywhere from $15 to $20
per month for the use of their easy-to-configure interfaces, access to their server
resources and general reliability of their delivery rates, is far worth the price to
the webmaster that want to be assured that his/her messages are actually being
delivered to as many people as possible.

In addition, your emails can still be filtered or blocked completely due to their
content.

After spending a great deal of time laboring over your series of auto-responder
messages, it would be a shame to find out that the majority of the messages
that are sent out end up in the recipient’s spam or junk mail folder, or
worse…are automatically deleted as spam.

You can minimize this in two ways.

First, when anyone signs up to receive information from your auto-responder,
have them automatically redirected to a page that gives them instructions for
‘white listing’ you. Email clients have an actual white list where the owner of the
email client can add specific addresses that should never be considered spam.


                                  Page 76 of 96
The other way to make sure that your auto-responder messages get through the
spam filters is to check them against one of the various spam checkers that are
available online. These programs are often web based, and free to use. They
check your message for words or phrases that commonly trigger spam filters in
email clients. Don’t send out any auto-responder messages without doing a spam
check first, and you will increase your deliverability level all the more.




                                Page 77 of 96
Your Presence on the Web
This goes without saying, but not having a web presence in this industry is like
being in the retail business without a store. The problem with web sites is that
for most people everything about them is complicated.

In fact, in order to even think about a squeeze page campaign, you must first
have a place for the squeeze page and its capture form technology to live.

Without a doubt, this is where most would-be Entrepreneurs give up, get lost or
both. There is so much confusing information about how to build a web site,
where to host it, how to upload it, how to edit it and maintain it, that most
people feel like they need to be a technical genius to even approach this topic.

Having a web site (or more importantly, the ABILITY to create a website anytime
you need one) requires the following.

   1.   Domain Registration
   2.   Hosting
   3.   Web Design Tool
   4.   A way to transfer files to your web server (uploading)

The ability to register a domain, and throw together a quick site and have it go
“live” whenever you need to is an essential skill – but I use the word “skill”
cautiously. I don’t want to give the impression that it cannot be learned. It
absolutely can be. It is logical and can be approached in a step-by-step way.

To be successful online, you WILL need to know this to some degree. You will
NOT need to be a programmer, technical wizard or graphic artist. You WILL
need to know how to register a domain, host it and upload a web page to it.

Now that domain registration is so inexpensive and now that you can host
multiple domains on the same hosting account – the day of having “A Website”
are over. Why would you have ONE web site that does everything – when you
can have a focused website for EACH venture or product you promote?

If having a retail store is the analogy to use, imagine if you were in the retail
business and you had one location. That’s good…but all of a sudden technology
makes a way for you to create more locations for almost NO cost! You would
open as many stores as you see the need for.




                                  Page 78 of 96
Domain registration is under $10 per year for your own .com and you can now
host multiple web sites for under $7 a month!

So it is important to know how to use the technology of domains and hosting to
their fullest extent. They represent the location of your business and will be how
99.9% of people find out about you, contact you and purchase from you.

Domains

There was a time in Internet history when there was only one way to get a
.COM, .NET or .ORG, and that was through one organization. It cost us all an
initial $70 to own a name for 2 years, then we could renew every year for $35.

Thankfully, things have changed. Not only are there many more TLDs (top level
domains) beyond the basic .COM, .NET and .ORG, but now it is much easier and
less expensive. You can also register a domain name at any one of thousands of
places.

You purchase the use of a unique domain through a REGISTRAR. The registrar’s
only service to you is to allow you to search for an available domain. (You can’t
have amazon.com…someone already does! And you can’t use Kodak.com
because it is a registered trademark AND already registered as a domain.)

Then, once you find one that you like and is available, the registrar, for a fee,
will REGISTER YOUR DOMAIN under your name as the owner for a period of
time (depending on what you purchased) and make that information available to
the global community.

When registrars file a domain name registration for you, they need to know 3
basic things:
   1. What domain name you are securing (yourdomain.com)
   2. Who you are (although you can protect your privacy from the public, the
       registrar needs to know this.)
   3. Where you want that domain to POINT (In other words, what web hosting
       server you’ll be using for your domain.) If you don’t know this at the time
       of registering your domain, the registrar will either PARK the domain for
       you, or point it to a default setting that you can change later.

Although domain registration is no longer expensive, finding a good domain
name that is available can seem like an impossible task.

You will probably not find an available domain that is made up of any single
word in the dictionary. Even if one does become available, these are so heavily
back ordered, that getting one is not realistic.



                                 Page 79 of 96
The best approach is to decide on 3 or 4 words that describe your business or
website. Then, play around with those words until you come up with something
that is fairly easy to read with no spaces between them and/or fairly easy to
pronounce or spell.

Since most of us end up advertising our web addresses (URL) via electronic
means, your end user will, in most cases, only need to click on your website
address as a link somewhere – whether it be in an e-mail, search engine or some
other website. So don’t worry if your domain is not perfectly easy to spell or
pronounce…but it should be sensible and recognizable.

Unless you plan on promoting your website on the radio or thru a lot of audio
media, it doesn’t have to be as easy to say/spell as amazon.com, yahoo.com or
ebay.com – that kind of easy to say/spell domain basically does not exist
anymore. Those days are probably over.

Good online tools for researching good and available domains are at
instantdomainsearch.com, nameboy.com and deleteddomains.com. All of these
sites help you by searching for and displaying what is available, as well as
domains that are similar to what you are looking for.


Hosting

Since this topic is my area of expertise, I am trying to resist the temptation of
writing another book within this section. The best way to understand almost
everything your need to know about web hosting is to read my book – The
Webmaster Survival Kit. And, as you may have guessed, you can get a copy of it
at webmastersurvivalkit.com

There are different kinds of web hosting plans and dependent upon your website
and budget, any of these may be the right type.

Shared hosting is the most common type of web hosting account. Most of the
websites you visit are on a shared host.

Shared hosting simply means that the web hosting account is SHARED on a
server with many other web hosting accounts. Some web hosts actually store
more than a thousand web sites on one server! That may sound like a lot of
sharing, but depending on the size of the web server, its hardware, drive space
capacity, bandwidth, connection, RAM, processing speed, it may be just fine.

At Teknon Media / Black Wire Hosting, we specialize in shared hosting plans that
are balanced in such a way that each web hosting account gets full use of a
server’s resources with minimal load issues. In fact, our proprietary load


                                 Page 80 of 96
balancing technique is a trade secret that we invented, and can’t share in this
book for obvious reasons.

Web hosting plans can offer a plethora of confusing features. For the small
starter website, it is unlikely that you will ever need to know about most of those
features.

If you are a web designer who creates complex database driven sites, or
advanced interactivity then you probably already know what you need anyway. If
after creating your site you have still never heard of PHP, MySQL, or “piping mail
to a script with a .forward file” - then chances are you won't need to worry about
any of these things.

The important thing to know is that as you learn more about website
development, you will find that these functions and features are available within
your web hosting account when and if you ever need them. Yet it is perfectly
common for many website builders to never use most of them.

The type of hosting plan you purchase is dependent on your needs. But it is
important to remember that no matter where you start with web hosting, it is
always possible for you to change (upgrade) as your venture grows.

Many Teknon Media / Black Wire Hosting customers purchase the smallest
Starter hosting plan and do fine with it for many months – or even years. Since
Teknon Media / Black Wire Hosting smallest plan is so large, most customers
actually do not find a need to upgrade for a very long time …if at all.

Here’s a simple guide to help you select the hosting account you should start
with:

      • If you want to host one domain with one web site, you should purchase
      a simple, basic or starter plan. You can purchase as many plans as you
      need and you can upgrade them as you need to. This is the most
      economical way to start.

      • If you want to host more than one domain on the same account (but
      NOT have multiple users), you should purchase a multi-domain hosting
      account.

      • If you want to resell hosting to your customers and/or you are a web
      designer OR you have at least 10 separate websites you want to host, you
      should purchase a Reseller hosting account.

      • If you are an advanced user with need for ultimate control, disk space,


                                  Page 81 of 96
      bandwidth and root access to your server (or you want to be in the
      hosting business), you should purchase a dedicated server.

It is important to note that wherever you start, you can always grow, by adding
more disk space and bandwidth to whatever plan you are using. You should
never find yourself “landlocked” with web hosting…there is always more space
somewhere.




                                 Page 82 of 96
A Snowball-Making Inventory
When we talk about the products you sell to your following, one would think this
would be the most significant component in an Internet Marketing campaign. It
a phrase – it’s not. It is important to find high quality products to sell, but the
point here is that it simply is not difficult to do.

I am subscribed to so many Internet Marketing mailing lists that I can honestly
say that if I were looking for a new product to promote to my list, I could easily
find a new one every 48 hours. Why? Because the Internet is a vast and
constantly changing organism of people that is always producing a new thought,
idea product or invention – ALWAYS!

What you sell, while it needs to be valuable and popular, is not as important as
HOW you sell and to WHOM you sell it.

A true entrepreneur does not focus as much on an inventory made up of items
he is personally interested in. The savvy marketer will build an inventory of
products that other people want; Hopefully, a LOT of other people.

The reason this topic is rather under emphasized is that there are so many
niches or targets to market to, the list is endless. It would be impossible to
determine what the best product for you to sell is. For starters, that may
change. The best product for you to sell right now may not be the best product
for you 12 months from now.

Here is a little known fact about selling stuff to people on the Internet: There is
a market for just about everything you can think of. Just look around Ebay or
YouTube for awhile and you will find that there are so many people exchanging
dollars in so many markets, that it is more important that you jump in on one of
them, than it is that you pick the “right” one.

I have no knowledge or interest in porcelain dolls (in fact I just chose that in my
mind at random), but if I knew how to find the audience that was interested
AND if I had some valuable information, product or service that people group
would create a buying frenzy over – guess what business I’d be in tomorrow?

I’m sorry if this concept messes up your thinking. I know you’ve been told to
find that thing that you are passionate about and then you will love your work
and find it easy to sell. Perhaps you’ve read the title: “Do What You Love and
the Money will Come.” That may have been true at some point, and may apply
sometimes when you are lucky. But I’m sorry to report, that has not been the
pattern adopted by successful online entrepreneurs. To be true to what really



                                  Page 83 of 96
happens in Internet Marketing, that phrase would have to read: “Do What the
Masses of People Love and the Money Will Come!”

It is only sometimes true that your passion and a good market will align. As it
turns out you are probably passionate about something that there IS a market
for – so go for it if that’s the case….but that should not be your deciding factor.

While so many fundamental marketing principles are the same whether they are
used online or off, there is one very strange concept in marketing to the masses
that the Internet has changed. Many people don’t ever notice this or at least
they never come close to understanding its full potential. It is this; The Internet
makes the world seem like a much smaller and more accessible marketplace in a
way that was never available before.

Before the Internet, if you wanted to sell fishing lures or books about fishing,
you would need to run expensive ads in fishing magazines and purchase
expensive mailing lists from huge companies that could find names and
addresses of people who are into fishing. But that was only for the big boy
marketers who could invest money in market research and afford to gamble it on
a target group that may or may not buy enough product.

The Internet has brought all of those marketplaces together making them much
easier to find, thanks to web sites like Ebay, Google, YouTube, MySpace,
Facebook, Twitter – not to mention the millions of forums, membership sites and
blogs that focus on any imaginable specific topic.

What all of this means in a nutshell is this: it’s easy to find products that people
want so that you can be the one who sells them to them.

I think every marketer should have 3 kinds of products in his or her inventory:


Level 1 Products

Level 1 Products are those that you can give away or offer very inexpensively,
but that can be BRANDED or CO-BRANDED with your information in them.

A good example of a Level 1 Product is a simple report, audio or video that you
have compiled or written that has valuable information about a topic that
reaches your target. But that product also offers information on how to reach
you, your website and/or your other products and services.

An excellent example of a Level 1 Product that I created is an e-book called
“How to Build a Website – A Beginner’s Crash Course”. I can’t even calculate


                                  Page 84 of 96
how many have been given away because these e-books are downloaded every
day (free of charge) from my hosting company site at teknonmedia.com. But
they are also downloaded by anyone else who wants to give them away from
their own websites as well as by the Teknon Media affiliates who co-brand the e-
books with their affiliate ID number in them.

When you read the “Crash Course” you learn about domain, hosting and site
management. But you also learn that you can get really good hosting service at
Teknon Media. You also learn about a $40 package that contains even more
comprehensive e-book than the Crash Course you are reading.

The Crash Course accomplishes several things as a Level 1 Product for Teknon
Media:
   1. It builds our customer list capturing prospects who visit our site
   2. These prospects go into an auto-responder that follows them up with
       reminders about the Crash Course, our hosting service and other
       products.
   3. It also sells hosting for us literally through the links in the book itself.
   4. It also sells the larger paid version of the e-book of a similar topic – but
       more comprehensive
   5. But most importantly… the Crash Course gives our affiliates a powerful
       marketing tool.

Our affiliates can brand the Crash Course and not only use it to build their own
lists, but earn commissions on the backend sales through links embedded into
the book. They simply sign up for a free affiliate link, download the e-book and
the co-branding software – fill in a few blanks and they instantly have a sales
tool that becomes a viral marketing mechanism for them.

Sometimes I call this kind of product a Complimentary Product for two
reasons:

   1. Because you can give it away (complimentary) in an effort to build a
      following who will buy something else from you.
   2. And a level 1 product literally “compliments” another, more complex (and
      more expensive) similar product.

A good level 1 product will compliment the one you want to sell.

How do you create a Level 1 Product? Usually, you write it yourself. That’s what
I did for Crash Course. Web hosting is my area of expertise so it was not a
difficult book for me to write (and only 30 pages.)




                                  Page 85 of 96
But if writing from scratch scares you, you can easily obtain hundreds if not
thousands of private label information products these days (books, articles and
even audios) that are already written for you. It’ easy to collect a few PLR’s and
paste them into your word processor, cut a few sentences, move a few
paragraphs, break it into sensible sections and even re-word as much of it as you
can. Voila! You now have a product to give away (or sell).

There are several sources for PLR products. But my favorite ones are
infogoround.com, audiogoround.com and milliondollarwebtools.com


Level 2 Products

Products that you can sell for anywhere from $27 to $77 would be considered
Level 2 or midrange information products. You can actually make a decent living
just selling this kind of product – especially as your list grows. Many
entrepreneurs are making more than a living cranking out information products
in this price range on a consistent basis.

Additionally, finding products to sell that would fit this profile are quite easy to
get your hands on. In fact, it is probably easier to build a substantial inventory
of these products than it is to find or create good Level 1 items.

As with Level 1 products, you have the option of creating your own products (e-
books, videos, audios, software, etc) from scratch, having someone do it for you
(outsourcing to ghost writers, programmers, etc)…OR… simply purchasing the
Resell Rights to products that already exist.

These kinds of products are called MRR’s – which is short for products that have
“Master Resell Rights.” Some have only “Resell Rights”; some have “Private
Label Rights” (PLR’s) – all of this depends on how the creator of the product
wants it to ultimately be distributed. I like MRR’s and PLR’s best, so for now,
we’ll reference those.

The purpose of Level 1 products mentioned in the previous section is to capture
names (build your list). But the purpose of Level 2 products is two-fold. The first
is to make a sale. It is at this level your list of followers sends you money in
exchange for a good product. You can make some money selling Level 2
products – how much you make depends on the size of your list, the quality of
your follow-up and the appeal of the product itself. All 3 are equally vital to the
success of any campaign.

Master Resell Rights products are an excellent way to start selling online and
even start turning a profit. The mark-up is huge. You can pay $47 for a the


                                   Page 86 of 96
Master Resell Rights to a product you can turn and sell for the same or less to
your list and not incur any “cost of goods” sold as with offline hard goods.

This is where digital information is like gold. You purchase the right ONE TIME
to a product you can sell a MILLION times without having to print, manufacture
or produce anything but a website that delivers the goods over and over again –
automatically.

This is actually the heart of Internet Marketing and the “secret” to its powerful
potential. Selling a digital product to a list of followers that has no mass
production costs is how online entrepreneurs become wealthy.


Of course, as with anything this good, there is a catch. It is this: there are
GOOD MRR’s and there are BAD MRR’s. In fact, there are some REALLY BAD
MRR’s out there. A bad one is an e-book that has old, outdated links that don’t
work anymore, or software that is so difficult to use, it is worthless; some
software MRR’s are full of bugs that no one has ever fixed – nor wants to
because there is usually no support for such a product.

Many people are selling products with MRR’s that are actually scripts that need
to be installed on a web hosting account in order to function, but they don’t
bother telling the user that the installation of some scripts can compromise a
web hosting account, invite hackers or even get their web sites shut down.

I wish these kinds of products were RARER than they are – but there’s a bunch
out there. Plan on weeding through them to find the good ones.

I have my own filters for choosing good MRR’s. The criteria is simple, but weeds
out a lot of garbage. When I consider purchasing an MRR for resale to my lists,
this is what I look for.

   1. The product must WORK! – I know it seems obvious. But there are too
      many that don’t. So I always read thru the e-book, check the links, install
      the software, try it out BEFORE I offer it to the folks. I refuse to sell
      garbage to my list because I have plans for their future: I want them to
      KEEP buying from me!

   2. The product must come with its own pre-designed website and graphics. I
      do not want to spend time designing websites for products that already
      exist. It’s too easy to find MRR’s that come complete with all the web files
      needed to sell it. The most work I want to do here is make minor edits to
      the sales page copy.




                                  Page 87 of 96
   3. The images and graphics that ship with the MRR must be EXCELLENT.
      When I say EXCELLENT, I mean the e-cover needs to look very good,
      clear and crisp. No grainy graphics that look like they were done by an
      amateur. This is a HUGE factor. Here is an industry standard principle:
      selling an information product with an e-cover can make a huge difference
      in how it sells. Many marketers report a 317% INCREASE in sales over
      products that do not have e-covers. In fact, it’s so important that almost
      all MRR’s these days come with at least an e-cover…but I take it a step
      further, and I require mine to look great. When people are purchasing an
      information product – they are not getting anything tangible (unless they
      print it out later). But up until the point of sale, they cannot touch, taste
      or smell what they are buying. By eliminating those 3 senses, you are left
      with appealing to their VISUAL sense – so it all rests there. The website,
      e-cover, order button, backgrounds, etc. ALL must look excellent. I fit is
      an Audio or Video product, the “sample” recording on the sales page must
      sound professional, or I won’t touch it. I once saw a product for sale that
      helped people create great web audios. The problem was the audio on the
      sales page for that product sounded horrible. I stay away from such
      nonsense.

   4. The product must not promote a back-end service or product that I don’t
      approve of. For example, some MRR e-books will advise the reader to
      purchase hosting from a certain company that I don’t agree is a good
      value for the reader. The author is usually only making their
      “recommendation” based on the fact that they have an affiliate account
      with that company – rather than whether it is a good value or not. I don’t
      mind affiliate links in an MRR e-book (they will ALL have them), but what
      they link to matters to me somewhat. This is the least important of the
      criteria, but I still take it into consideration.




Level 3 Products


This next level or product type is one you can actually live without – especially
when you are just starting. A Level 3 product is a higher end product that
usually sells for $97 on up to as much as $5,000.

These can be full-blown courses with DVD’s, physically shipped hard goods
(workbooks, CD’s etc) and even workshops and seminars that the customer has
to travel to and attend.



                                  Page 88 of 96
Most online marketers with Level 3 products already have achieved a certain
level of success and have now qualified themselves to produce products these
products based on their experience and acquired knowledge in their trades.

These are almost always products and information that are original to the seller.
In other words, you will usually buy this type of product directly from the author
or one of his or her affiliates. But this is considered a prime source product.

Most people who reach this level of success make most of their money at this
point and sell high ticket items to a smaller number of people.

This kind of marketing has been called “funnel” marketing by some and Level 3
products find themselves in the narrow part of that funnel.

Level 1 Products pull in the NUMBERS in mass by creating a list.

Level 2 products distinguish your list by pulling in BUYERS. These are people
who become actual CUSTOMERS and are no longer just part of your list – they
are the VALUABLE part of your list. This is the ONLY part of your list that makes
you money. Everyone else is a tire kicker until they buy

Level 3 products are what pull out of that buying customer list, the real gold.
The people are the most valuable to your business, who trust you the most and
have more to spend. These are the people you will want to get to know the
best. Don’t be surprised to find among this group people that will actually
become your real life friends whom you will meet in person at workshops, talk
with on the phone and even do joint ventures. At this point, your snowball is
becoming an avalanche.

While you may not yet be able to relate to Level 3, you should always keep in
mind that when you succeed, you will ultimately land in this position of
marketing. And you will want to. If you are just staring out right now,
explaining what happens at Level 3 is like trying to explain college graduation to
a Kindergartener…it may be too much to believe or understand. But there will
come a day when it will be not only believable, but inevitable.

Be aware that this is where you will be headed as you build a snowball …
remember, a good snowball gets out of control!

If you find yourself “stuck” at Level 2 for years – don’t worry. You are not
actually “stuck” if you are making money. Some people stay there happily
forever. And there are several sublevels within the Level 2 marketing structure.
You may start by selling your list a $27 product but lead them to larger pre-
packaged bundles of several MRR’s and maybe even a product of your own. You


                                  Page 89 of 96
can develop $67 and $77 products by simply creating packages with greater
QUANTITY.

In fact, it will be essential to do this if by this point you have not yet written or
created a product of your own.

Earlier, I mentioned that I prefer MASTER Resell Rights products over Resell
Rights products. What’s the difference? When you sell a product that you have
MASTER Resell Rights to, it means you can pass the resell rights onto your
customer and they can also sell the product. This increases the appeal of an MRR
by at least three-fold, depending on your niche.

You bundle a group of digital products with (Master) Resell Rights and sell for
whatever price you thin your market will bear.

Additionally, when you have Level 2 products in the upper price ranges of $97 to
$497, it’s easier to recruit Joint Venture (JV) partners and higher profile affiliates
to promote your bundled package to their subscriber/member list for high
commissions. It gets even better if you offer larger than normal commissions of
the product price as commissions to your affiliates and JV Partners.


You just have to be careful in balancing your pricing. It is tempting to sell such a
product too cheap in order to appeal to more buyers. But if you package a lot of
higher end MRR products in a bundle to sell at too low a price, not only will it
devalue the products for the end buyer, but you risk creating a bad impression
with other marketers. More importantly, you will have a harder time getting JV’s
and affiliates.




                                    Page 90 of 96
The 3 R’s of Internet Marketing – Readin’,
Ritin’ and Research
Some people love to write. Some people hate it.

I love it – and that can be a problem for me. By loving to write, I often get hung
up on the precision of the words I want to use and end up obsessing over a
detail that is impractical. There is an old saying that says’ “Don’t trip over a
dollar to save a dime.”

That can happen for those of us who like the written word.

What if you don’t like to write? Too bad – do it anyway. Sounds harsh, I know,
but I’m actually serious. Writing (as well as reading and researching) are an
essential part of Internet Marketing.

Think about this: When it comes to the actual WORK that you do in this
business, you will find yourself doing more WRITING than anything else.

You will write e-mails, subject lines, headings, sales letters, newsletters website
text, e-books, ad copy, blog posts, forum comments. Even if you make audio or
videos…you still have to write a script or at least an outline.

Looking for JV’s? You’ll need to WRITE a proposal.
Want traffic to your website? You’ll need to WRITE articles, e-books and free
reports and a good forum signature line.

See what I mean?

For those of us who like to write, the temptation is going to be that we spend
too much time editing it. We should just write and not be too concerned about
perfect form and grammar (to some degree).

For those who do not like to write – you can learn to like it by taking some
shortcuts.

The good thing about writing is that you don’t have to be 100% original. 80% of
writing is research. Remember your grammar school science report on snakes?
You researched what the World Book encyclopedia already wrote about snakes
and then you re-wrote about it “in your own words”.




                                  Page 91 of 96
The fact is, whatever you want or need to write about – someone probably
already has written. And now that we have an Internet, it’s pretty easy to find
those topics. Google is a writer/researcher’s utopia.

Now add to that the abundance of Private Label Rights products that are flooding
the market – and you will find that your writing topics resources are almost
endless.

If you are not a great writer – think of yourself as a RE-writer and RE-write the
stuff that’s already written. Once you get going, you will be surprised at what
original thought that will come out of you. (It’s actually a bit therapeutic!)


Writing is a skill you simply cannot afford to put on the back-burner if you want
to make a real name for yourself online. Most products available online are
centered on one form of writing or another.

Whether you are selling and writing your own product, or merely advertising
someone else's by way of an affiliate program, you still need to learn how to
write effectively to grab your reader’s attention and get them to take action.

Words are what sell products. Pictures and flashy web sites are just surface
attention-getters. It's the actual words that do your selling.

The sooner you begin to realize this is true, the better off you will be. And, the
more money you will be able to earn. Pick up a course on copywriting, or sales
letter writing, or a How to Create Your Own Information Product type of product
to help you get to know the basics as quickly as possible. Plus, you'll have this
information to revert back to when you need it too. And you will. No one ever
gets it 100% right the first few times. It takes practice and persistence to
develop your power writing skills.




                                  Page 92 of 96
The Most Important Marketing Secret of All
Above everything I have revealed to you about online success; more important
than any other observation I have shared with you, is this final secret.

It is with a doubt the single most important thing you can do to be successful. I
have, in fact, saved the best information for last.

Every successful online entrepreneur has adopted this same technique and
without it, you are almost guaranteed to fail.

But I can explain it in two words: Be nice.

In business, kindness always works in the long run. It is especially true in a
business that requires you to build and nurture a trusting relationship with
people whose faces you may never see and voices you may never hear.

Your Internet marketing venture is going to require you to build that list of
“friends” whom you will never meet (for the most part) and whose life stories,
family history and current environments you will never know.

It is hard enough to nurture the relationships you have with your existing friends
and family – whose faces you DO see and who share life experiences and history
with you.

So when you are interacting with your customers/friends/list members, you have
to think of it as a rather fragile relationship. It is one that has to be treated with
kid gloves. It is the kind of relationship where the other party can “break up
with you” (opt out of your list) without any explanation or warning.

So the secret to keep this alive is to practice kindness in everyway possible.

Now before I expound, I am fully aware of the guys who use that “rich jerk”
style of promotion. Remember, that is just a gimmick and an act. And it is used
to attract attention. But you will notice that method of marketing is rare. Most
people cannot pull that off without extensive marketing resources – and quite
frankly, I’m glad it’s rare. Most people want to be nice and want to be treated
nicely and will respond well to kind words and thoughtful exchange.

If you like people for the most part, you will do better. If you are usually humble,
you will attract a very loyal audience. People love humility. They can relate to it
because humility doesn’t hide mistakes. It’s real.




                                   Page 93 of 96
You can be confident in what you know – but you can still be humble. Being
humble doesn’t mean thinking lowly of yourself, it means running to the truth no
matter how it makes you look.

A humble person will own their mistakes quickly and rectify them. It is about
truth and integrity. And it is AMAZING how you will attract the masses if that is
the kind of person you choose to be.

You don’t have to “feel” kind to be kind. It’s just something you choose to do.

If you are the type of person that has a short fuse or gets impatient with people,
the good news for you is that this business allows you to WRITE most of your
correspondence…and that gives you time to think, cool down and not react
emotionally to people that may irritate you.

When answering posts in a forum or questions by email, you have a great
opportunity to demonstrate patience with people.

When you respond by e-mail, how you word your responses will speak volumes.
It will either show that you care or that you don’t.

Have you ever received an e-mail from someone in technical support like this?

      hello:
      your issue is being looked into - will get back to you soon

      Tech Support




What would your response be if that was worded more like this?


      Hi, Greg:
      Sorry to hear you are having difficulty with that. I will look into this for you
      personally and get back to you as soon as I know what is happening.

      Thanks for your patience.

      Nathan / Technical Support

Be nice. It works.




                                       Page 94 of 96
Final Word
Snowballs start off as small and awkward looking scrapes of snowflakes. It’s hard
to imagine the potential they have when they sit lifeless in the palm of your
hand.

But when the little ball of snow is ready to be pushed down the hill, you will
witness an amazing mathematical phenomenon known as exponential growth.

The more success you create, the more success you CAN create. So don’t be
intimidated by a small, awkward looking start to your success.

Think ahead.
Think out of the box.
Think about helping people and respond to them well.
They will make your snowball become an avalanche.

Here’s hoping your snowball grows out of control!



Greg Hughes
SnowballFactor.com

PS: Be sure to read my Blog for more Snowball thoughts at:

                                http://GregHughesOnline.com




                                      Page 95 of 96
Important Resources:


                            Internet Marketing Course
                            30 Day Profit Formula
                            http://30dayprofitformula.com




Web Hosting
Black Wire Hosting
http://blackwirehosting.com/



Domains Registration
Teknon Domains
http://teknondomains.com/




Web Design Software
90 Second Website Builder
http://90secondwebsitebuilder.com/



Information Products
Million Dollar Web Tools
http://milliondollarwebtools.com/


Auto-Responder Service
Aweber
http://aweber.com




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