The Six-Figure Second Income: How to Start and Grow a Successful Online Business Without Quitting Your Day Job (35 page)

local newspapers

offline

organic rankings/search

pay-per-click advertising

press releases

social media

YouTube

Live events

boot camps

coaching offered during

cruises

live tours

local clubs/event attendance

lunch/dinner seminars

one-day seminars

opportunity to attend

videos of

Liveperson.com

L.L. Bean

Local clubs/events

Local/geographic rankings

Local newspapers

Lunch/dinner seminars

Manufacturing plants

Market

capitalizing on existing

familiarity with

target

Marketing

article

content delivery and (See Content delivery methods)

direct mail

game changers for

lead generation through (See Lead generation)

web site as tool for (See Web site)

Mays, Bil y

Measuring devices

Meetup.com

Membership sites

Merchant accounts

Microphones

Microsoft

Microsofts Bing

Microsoft Word software

Microstock agencies

MindManager software

Money. See also Cost

accumulation of

in bank accounts

checks/money orders as

conversion optimization profit impact

credit/debit cards as source of

easy vs. hard-earned

in escrow accounts

hobbies producing

lack of, as false barrier to success

money-back guarantees

money questions(See Money questions for details)

payments through web sites

PayPal accounts for

return on investment

Money questions

what are results

what is next step

what is the cost

what is the risk

why believe claims

why better solution

why read material

why stop and listen

MP3 audios

Mugs

Names

business

e-mail account

web site(See Domain names for details)

Newsletters

Newspapers

commuter

free-standing inserts in

local

99designs.com

Odesk.com

Olsen, Ken

Olympus Voice Recorder

One-day seminars

Online businesses

advice on

bank accounts of

business certificate for

competition against (See Competition)

dangers to success

false barriers to success

ideas for (See Ideas/inventions)

implementation of

lead generation for (See Lead generation)

legal structure of

money for/from (See Cost; Money)

name of

patents for

products of (See Products)

purchases from (See Purchases)

size of

success of (See Success)

web site for (See Web site)

Online calculators

Opportunities, seizing

Organic rankings

Outlines

Outsourcing

article marketing

control over ideas/products

web site work

Patents

Payment gateways

PayPal

Pay-per-click advertising

PDFs

Permutation tools

Photographs/photography

Pitchmen

Plagiarism

Plantronics headsets

Pocket guides

Postcards

Posters

Presentations

Press releases

Problem solving

Products. See also Ideas/inventions; Information products

consumer solutions as

content for (See Content)

cost of

customers/potential customers for (See Customers; Prospects)

deluxe versions of

demonstrations as

discovery reports as

first to market

free (See Free content)

guarantees on

hobbyist/col ector appeal

information vs. physical

manufacturing of

outsourcing control over

problem solving using

product comparisons as

research on existing

resource compilation as

trend-anticipating

uniqueness of

variations on a theme as

web site promoting (See Web site)

Proof of success

Prospects

addressing individual

attracting vs. pursuing

bonuses offered to

cal to action for

contact information of

cost discussions with

damaging admissions to

deadlines for

e-mail contact with

exaggerating claims to

focusing on prospects vs. marketer

focusing on results for

guarantees for

lead generation on(See Lead generation for details)

listening by, reasons for

mistakes made with

money questions for (See Money questions for details)

nonbuyer issues, addressing

order-placing opportunities for

premature buying request to

proving claims to

reading material, reasons for

risk incurred by

shouting at vs. drawing attention of

turning into buyers

uniqueness of solutions for

Purchases

bonuses included with

cal to action to make

col ectors/hobbyists making

conversion optimization

cost of

deadlines for

encouraging use of

guarantees on

lead generation toward (See Lead generation)

payment options

people making (See Customers; Prospects)

premature buying requests

risk incurred through

testimonials on

upsel ing additional

Refunds. See Guarantees

Relationship building with customers

Rentacoder.com

Research

discoveries through

on existing products

Resources

Return on investment

Return policies. See Guarantees

Risk. See also Guarantees

Sample newsletters

Screenshots

Search engine optimization

Search engines. See Google

Segmentation of customer lists

Self-motivation

Seminars. See also Live events

boot camps

live tours and

lunch/dinner

one-day

teleseminars/webinars

videos of

Shopping carts

Size of business

Slide charts

Snagit software

Snowbal microphone

Social media. See also Blogs

Software

Camtasia

as content delivery tool

domain name permutation software

Dragon Natural y Speaking

FTP tools

HTML editing tools

iPhone applications

Joomla

Microsoft Word

MindManager

shopping cart software

Snagit

speech-recognition software

trial software

Spam

Special reports

Specificity of claims

Success

advice on

conventional approach to

effort needed for

excuses for lack of

false barriers to

implementation leading to

proof of

real dangers to

Sul ivan, Anthony “Sul y,”

Target market

Techsmith.com

Telephone services

consulting hotlines

customer contact by telephone

iPhone applications

teleseminars/webinars

tol -free 24/7 recorded lines

Templates, web site

Terminology. See Jargon

Testimonials

Testing, web site

Time, as false barrier to success

Tol -free 24/7 recorded lines

Tracy, Brian

Traffic

analysis of

quantity of

targeted

Transcriptions

Trends

Trial software

T-shirts

Twitter

Uniqueness

of products

of situations

unique sel ing proposition

Upsel ing

Variations on themes

Videos

DVDs

free

live event

video capture technology

YouTube

Visualthesaurus.com

Webinars

Web site

accepting money via

altering to address nonbuyer issues

analysis of traffic to

bounce rates

building blocks for

col ector information sites

cost of

dedicated IP hosting for

design of

directing prospects to specific pages of

domain names for

editing

e-mail system for

graphic design sites

Joomla as tool for

keywords/key phrases of

lead generation using (See Lead generation)

membership sites

organic ranking of

outsourcing work on

product idea generator sites

security issues for

shopping carts on

testing improvements to

traffic to

web forms on

web hosting services for

Wheel charts

Wizard-based systems

World Wide Web. See Internet

Writing content

Yahoo!’s Sponsored Search

YouTube

1

http://www.snopes.com/quotes/kenolsen.asp

Table of Contents

Title Page

Copyright Page

CHAPTER 1 - You CAN Get Rich—But Yes, There Is a Catch

10 GIANT KEEP OUT! SIGNS ON THE ROAD TO YOUR ONLINE BUSINESS

SUCCESS—THE FALSE BARRIERS

NOW FOR THE SIX DISABLING AND VERY REAL DANGERS TO YOUR ONLINE

BUSINESS SUCCESS

CHAPTER 2 - How to Build a Quick and Profitable Product

THE TYPICAL DREAM IS USELESS

YOUR FIRST PRODUCT SHOULD BE ONE OF THESE

EXPLORE OTHER VARIATIONS ON A PROVEN THEME

APPEAL TO RABID HOBBYISTS

ANOTHER SCHOOL OF THOUGHT

AVOID THIS PITFALL

GET MY CHART

CHAPTER 3 - How to Create Content Cheaply and Easily

STAGE 1: CAPTURE THE RAW CONTENT

STAGE 2: EDIT THE CONTENT

STAGE 3: DELIVER THE CONTENT

THE EXCELLENT CONCEPT OF CONTINUITY

THE OPPORTUNITY ENGINEER

CHAPTER 4 - Getting Open for Business

THE SEVEN BASIC BUILDING BLOCKS TO A GOOD WEB SITE

GETTING WORK DONE FOR YOU

CHAPTER 5 - How to Get People to Raise Their Hands

MYTH NUMBER ONE: “IT’S ALL ABOUT TRAFFIC”

MYTH NUMBER TWO: “IT’S ALL ABOUT TARGETED TRAFFIC”

MYTH NUMBER THREE: “I’M WAITING FOR THE GAME CHANGER”

MYTH NUMBER FOUR: “IT’S ALL ABOUT COST PER LEAD”

THE MOVING PARTS OF A LEAD-GENERATION EFFORT

GREAT SOURCES FOR LEADS

CHAPTER 6 - How to Turn Prospects into Buyers

MISTAKE NUMBER ONE: INEFFECTIVE MARKETERS CONFUSE ATTENTION WITH

SHOUTING

MISTAKE NUMBER TWO: INEFFECTIVE MARKETERS BOOST THEIR CLAIMS OUT

OF ALL PROPORTION

MISTAKE NUMBER THREE: WITH INEFFECTIVE MARKETERS, IT′S ALL ABOUT

THEM AND NOT ...

MISTAKE NUMBER FOUR: INEFFECTIVE MARKETERS ASK YOU TO BUY TOO

SOON

MISTAKE NUMBER FIVE: INEFFECTIVE MARKETERS DO NOT INCLUDE A CALL

TO ACTION AND ...

MISTAKE NUMBER SIX: INEFFECTIVE MARKETERS FURTHER ERODE TRUST BY

CREATING FAKE DEADLINES

MISTAKE NUMBER SEVEN: INEFFECTIVE MARKETERS SPEAK TO AUDIENCES,

NOT TO INDIVIDUALS

THE EIGHT MONEY QUESTIONS: ANSWER THESE AND YOUR PRODUCT WILL

SELL

FOUR TIPS FOR BUILDING PROFITABLE RELATIONSHIPS THROUGH E-MAIL

OTHER WAYS TO STAY CLOSE TO YOUR CUSTOMERS

CHAPTER 8 - The Secrets to an Upward Profit Spiral

STEP ONE: INSTALL MEASURING DEVICES

STEP TWO: DETERMINE WHY NONBUYERS DON’T BUY, AND ADJUST YOUR SITE

ACCORDINGLY

STEP THREE: TEST EVERYTHING

CHAPTER 9 - The “I” Factor

INDEX