Preface xiii
Chapter 1 You CAN Get Rich-But Yes, There Is a Catch 1
10 Giant Keep Out! Signs on the Road to Your Online Business Success-The False Barriers 2
''I'm Too Old/I'm Too Young'' 2
''I Don't Have Enough Money'' 2
''I Don't Have Enough Time'' 3
''It's a Bad Economy'' 4
''All the Really Good Ideas Are Taken'' 5
''I'm Too Small to Compete Against the Big Guys'' 5
''I'm No Good with Computers'' 6
''There's Too Much Competition'' 6
''I'm Not Educated Enough'' 8
''Someone Will Steal My Idea'' 8
Now For the Six Disabling and Very Real Dangers to Your Online Business Success 10
Real Danger Number One: You Are Easily Influenced by People Less Successful than You Want to Be 10
Real Danger Number Two: You Think You Can Sit on the Couch and Money Will Spew out of the TV 12
Related Real Danger Number Three: You Think that the Only Good Money Is Hard-Earned Money 13
Real Danger Number Four: You Insist upon Staying in Your Comfort Zone at All Times 14
Real Danger Number Five: You Think ''My Situation Is Different'' 15
Real Danger Number Six: You're More of an Idea Pack Rat than a Beaver 18
Chapter 2 How to Build a Quick and Profitable Product 21
The Typical Dream Is Useless 23
''I Must Have a Fortress to Protect My Idea from Knockoff Artists'' 24
''I Must Reach Millions of People'' 25
''I Want to Be Famous'' 25
''I Want to Be as Rich as King Midas from the First Invention of Mine'' 25
''I Need to Invent Something Revolutionary'' 25
''Inventions Are Things that Are Manufactured in Factories'' 26
Your First Product Should Be One of These 26
What Problem Have You Solved? 28
What Can You Demonstrate? 29
What Have You Researched on the Web and Discovered? 30
What Are the Best Resources You've Found? 34
How Do Things Fit Together? 36
Explore Other Variations on A Proven Theme 38
What Have You Tested? 40
Appeal to Rabid Hobbyists 41
Is This Great, or What? 43
Another School of Thought 44
Avoid This Pitfall 45
Get My Chart 47
Chapter 3 How to Create Content Cheaply and Easily 49
Stage 1: Capture the Raw Content 49
Method One: Sit Down and Write 50
Method Two: Have a Conversation 54
Method Three: Interview People 56
Method Four: Record a Presentation 57
Method Five: Capture Screenshots 57
Method Six: Do a Video Capture of a
Web Session 58
Stage 2: Edit the Content 60
Backup Your Work! 61
Stage 3: Deliver the Content 63
1. Special Report 66
2. Getting-Started Kit 68
3. Home-Study Course 68
4. Sample Newsletter 69
5. Book 69
6. Interview Series Transcript 69
7. Fast-Start Guide 70
8. Pocket Guide 71
9. Checklist 71
10. T-shirt 72
11. and 12. Poster and Laminated Poster 73
13. Calendar 74
14. Game 74
15. Mug 75
16. Information Wheel 75
17. CD 76
18. DVD 77
19. Interview Series on MP3 77
20. Free Video 78
21. Live Event Videos 78
22. Toll-Free 24/7 Recorded Line 80
23. Consulting Hotline 82
24. Teleseminar/Webinar 82
25. Trial Software 86
26. iPhone Application 86
27. Software 87
28. Online Calculator 87
29. Interview Series PDFs 88
30. Free PDF 88
31. Free Audio 89
32. Consultation 89
33. Lunch or Dinner Seminar 89
34. One-Day Seminar 90
35. Consultation (Paid Version) 90
36. Boot Camp 91
37. Live Tour 91
38. Cruise 92
The Excellent Concept of Continuity 92
39. Newsletter 93
40. Membership Site 94
41. Weekly Faxes 94
42. Coaching 94
The Opportunity Engineer 96
Chapter 4 Getting Open for Business 97
The Seven Basic Building Blocks to a Good Web Site 97
Building Block One: You Need to Own a Good Domain Name 97
Building Block Two: You Need to Arrange for Web Site Hosting 108
Building Block Three: Get a Web Site Design 113
Building Block Four: Get an HTML Editor 117
Building Block Five: Get an FTP Tool 118
Building Block Six: Learn How to Accept Money on the Web 119
Building Block Seven: Set Up an Effective E-Mail System 128
Getting Work Done for You 134
Chapter 5 How to Get People to Raise Their Hands 141
Myth Number One: ''It's All about Traffic'' 141
Myth Number Two: ''It's All about Targeted Traffic'' 143
Myth Number Three: ''I'm Waiting for the Game Changer'' 144
Myth Number Four: ''It's All about Cost Per Lead'' 147
Principle One: The True Measure of a Lead-Generation Technique Is Not Cost per Lead but Instead Return on Investment 147
Principle Two: Lead Sources Have a Half-Life Just Like Uranium 148
Principle Three: There Is No One Single ''Best'' Lead Source for Everyone 148
Principle Four: Don't Pursue Prospects-Attract Them 149
Principle Five: Give Before You Get 150
The Moving Parts of a Lead-Generation Effort 151
Step One: Deliver Valuable Information to a Highly Targeted Audience 151
Step Two: Direct Them to a Specific Page 151
Step Three: Reinforce that They're in the Right Place 153
Step Four: Reinforce Their Decision to Visit Your Site by Giving Them Even More Information 154
Step Five: Explain There's Even More Where that Came From 154
Step Six: When They Submit Their Contact Information, Instantly Have It Go into Your Database and Redirect Them to a Welcome Page 156
Great Sources for Leads 157
Pay-Per-Click Advertising 157
Key Phrase Techniques 163
Google AdSense 165
Organic Search 167
Getting Found Locally in Google 169
Article Marketing 171
Social Media 174
Blogs 174
YouTube 176
Press Releases 177
eBay 179
Inexpensive and Great Offline Strategies for Getting Found 180
Local Newspapers 180
Free-Standing Inserts 181
Commuter Newspapers 182
Local Clubs and Events 182
Direct Mail 182
Chapter 6 How to Turn Prospects into Buyers 185
Mistake Number One: Ineffective Marketers Confuse Attention with Shouting 185
Mistake Number Two: Ineffective Marketers Boost Their Claims out of All Proportion 187
Mistake Number Three: With Ineffective Marketers, It's All about Them and Not about the Customer 189
Mistake Number Four: Ineffective Marketers Ask You to Buy Too Soon 191
Mistake Number Five: Ineffective Marketers Do Not Include a Call to Action and a Deadline 192
Mistake Number Six: Ineffective Marketers Further Erode Trust by Creating Fake Deadlines 192
Mistake Number Seven: Ineffective Marketers Speak to Audiences, Not to Individuals 193
The Eight Money Questions: Answer These and Your Product Will Sell 195
Money Question One: ''Why Should I Stop and Listen to You?'' 195
Money Question Two: ''Why Should I Read the Whole Thing?'' 197
Money Question Three: ''What Else Do You Have and How Will It Help Me?'' 199
Money Question Four: ''Why Is Your Solution Better than Any Other?'' 201
Money Question Five: ''Why Should I Believe Your Claims?'' 201
Money Question Six: ''What's It Going to Cost Me?'' 205
Money Question Seven: ''What's My Risk?'' 209
Money Question Eight: ''What Happens After You Have My Money?'' 212
Chapter 7 Relationships Equal Revenues 215
Autoresponders versus Broadcast E-Mails 217
Four Tips for Building Profitable Relationships Through E-Mail 218
Tip One: Segment for Success 218
Tip Two: Encourage Consumption 219
Tip Three: Become a Welcome Guest in Their Inbox 220
Tip Four: Make It Two-Way Communication 222
Other Ways to Stay Close to Your Customers 223
Chapter 8 The Secrets to an Upward Profit Spiral 225
Step One: Install Measuring Devices 226
Step Two: Determine Why Nonbuyers Don't Buy, and Adjust Your Site Accordingly 227
Step Three: Test Everything 229
Chapter 9 The ''I'' Factor 231
Index 233
