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The Six-Figure Second Income: How To Start and Grow A Successful Online Business Without Quitting Your Day Job

Book Description

Proven methods for building an online income stream

You don't have to quit your current job, or already have piles of money, or be 24 years old, or riding a booming economy, in order to start a successful online business.

The Six-Figure Second Income explains how to start or grow a business even when you think you have plenty of strikes against you.

In the course of building an eight-figure real estate information marketing business, David Lindahl and Jonathan Rozek tested dozens of tools and techniques. This book is centered around principles they derived from all the tests they ran, tools they used, and money they spent.

If you're tired of the gimmicks and skepticism that anyone can really succeed online, this book will give you the no-hype, no-nonsense advice you need.

Table of Contents

  1. Copyright
  2. PREFACE
  3. 1. You CAN Get Rich—But Yes, There Is a Catch
    1. 1.1. 10 GIANT KEEP OUT! SIGNS ON THE ROAD TO YOUR ONLINE BUSINESS SUCCESS—THE FALSE BARRIERS
      1. 1.1.1. "I'm Too Old/I'm Too Young"
      2. 1.1.2. "I Don't Have Enough Money"
      3. 1.1.3. "I Don't Have Enough Time"
      4. 1.1.4. "It's a Bad Economy"
      5. 1.1.5. "All the Really Good Ideas Are Taken"
      6. 1.1.5. "I'm Too Small to Compete Against the Big Guys"
      7. 1.1.6. "I'm No Good with Computers"
      8. 1.1.7. "There's Too Much Competition"
      9. 1.1.8. "I'm Not Educated Enough"
      10. 1.1.9. "Someone Will Steal My Idea"
    2. 1.2. NOW FOR THE SIX DISABLING AND VERY REAL DANGERS TO YOUR ONLINE BUSINESS SUCCESS
  4. 2. How to Build a Quick and Profitable Product
    1. 2.1. THE TYPICAL DREAM IS USELESS
      1. 2.1.1. "I Must Have a Fortress to Protect My Idea from Knockoff Artists"
      2. 2.1.2. "I Must Reach Millions of People"
      3. 2.1.3. "I Want to Be Famous"
      4. 2.1.4. "I Want to Be as Rich as King Midas from the First Invention of Mine"
      5. 2.1.5. "I Need to Invent Something Revolutionary"
      6. 2.1.6. "Inventions Are Things that Are Manufactured in Factories"
    2. 2.2. YOUR FIRST PRODUCT SHOULD BE ONE OF THESE
      1. 2.2.1. What Problem Have You Solved?
      2. 2.2.2. What Can You Demonstrate?
      3. 2.2.3. What Have You Researched on the Web and Discovered?
      4. 2.2.4. What Are the Best Resources You've Found?
      5. 2.2.5. How Do Things Fit Together?
    3. 2.3. EXPLORE OTHER VARIATIONS ON A PROVEN THEME
      1. 2.3.1. What Have You Tested?
    4. 2.4. APPEAL TO RABID HOBBYISTS
      1. 2.4.1. Is This Great, or What?
    5. 2.5. ANOTHER SCHOOL OF THOUGHT
    6. 2.6. AVOID THIS PITFALL
    7. 2.7. GET MY CHART
  5. 3. How to Create Content Cheaply and Easily
    1. 3.1. STAGE 1: CAPTURE THE RAW CONTENT
      1. 3.1.1. Method One: Sit Down and Write
        1. 3.1.1.1. Do Not Edit While You Write!
        2. 3.1.1.2. Do Not Let Other People Hear or See Your Work While It's in Rough Form
        3. 3.1.1.3. I'll Make This Point Again—Do Not Sweat How Long or Short the Document Becomes
        4. 3.1.1.4. Do Not Become a Slave to Accuracy During the Writing Process
        5. 3.1.1.5. Just Start, No Matter What
        6. 3.1.1.6. Make an Outline
      2. 3.1.2. Method Two: Have a Conversation
      3. 3.1.3. Method Three: Interview People
      4. 3.1.4. Method Four: Record a Presentation
      5. 3.1.5. Method Five: Capture Screenshots
      6. 3.1.6. Method Six: Do a Video Capture of a Web Session
    2. 3.2. STAGE 2: EDIT THE CONTENT
      1. 3.2.1. Backup Your Work!
    3. 3.3. STAGE 3: DELIVER THE CONTENT
      1. 3.3.1. 1. Special Report
      2. 3.3.2. 2. Getting-Started Kit
      3. 3.3.3. 3. Home-Study Course
      4. 3.3.4. 4. Sample Newsletter
      5. 3.3.5. 5. Book
      6. 3.3.6. 6. Interview Series Transcript
      7. 3.3.7. 7. Fast-Start Guide
      8. 3.3.8. 8. Pocket Guide
      9. 3.3.9. 9. Checklist
      10. 3.3.10. 10. T-shirt
      11. 3.3.11. 11. and 12. Poster and Laminated Poster
      12. 3.3.12. 13. Calendar
      13. 3.3.13. 14. Game
      14. 3.3.14. 15. Mug
      15. 3.3.15. 16. Information Wheel
      16. 3.3.16. 17. CD
      17. 3.3.17. 18. DVD
      18. 3.3.18. 19. Interview Series on MP3
      19. 3.3.19. 20. Free Video
      20. 3.3.20. 21. Live Event Videos
        1. 3.3.20.1. Bad Thing Number One
        2. 3.3.20.2. Bad Thing Number Two
        3. 3.3.20.3. Bad Thing Number Three
      21. 3.3.21. 22. Toll-Free 24/7 Recorded Line
      22. 3.3.22. 23. Consulting Hotline
      23. 3.3.23. 24. Teleseminar/Webinar
        1. 3.3.23.1. Teleseminars Are the Most Inexpensive Way for You to Deliver Live Content
        2. 3.3.23.2. Teleseminars Can Be Intimate in the Proper Sense
        3. 3.3.23.3. The Teleseminar Can Be as Active or Passive as You Want It to Be
        4. 3.3.23.4. You Can Record the Call Once and Play It Back Multiple Times
        5. 3.3.23.5. Your Audience Doesn't Need to Know How Many Other People Are on the Line
      24. 3.3.24. 25. Trial Software
      25. 3.3.25. 26. iPhone Application
      26. 3.3.26. 27. Software
      27. 3.3.27. 28. Online Calculator
      28. 3.3.28. 29. Interview Series PDFs
      29. 3.3.29. 30. Free PDF
      30. 3.3.30. 31. Free Audio
      31. 3.3.31. 32. Consultation
      32. 3.3.32. 33. Lunch or Dinner Seminar
      33. 3.3.33. 34. One-Day Seminar
      34. 3.3.34. 35. Consultation (Paid Version)
      35. 3.3.35. 36. Boot Camp
      36. 3.3.36. 37. Live Tour
      37. 3.3.37. 38. Cruise
    4. 3.4. THE EXCELLENT CONCEPT OF CONTINUITY
      1. 3.4.1. 39. Newsletter
      2. 3.4.2. 40. Membership Site
      3. 3.4.3. 41. Weekly Faxes
      4. 3.4.4. 42. Coaching
    5. 3.5. THE OPPORTUNITY ENGINEER
  6. 4. Getting Open for Business
    1. 4.1. THE SEVEN BASIC BUILDING BLOCKS TO A GOOD WEB SITE
      1. 4.1.1. Building Block One: You Need to Own a Good Domain Name
        1. 4.1.1.1. Myth Alert: "All Good Domain Names Are Taken"
        2. 4.1.1.2. Profit Principle
        3. 4.1.1.3. Rule Number One: Stick with ".com" Names
        4. 4.1.1.4. Rule Number Two: No Funky Spellings
        5. 4.1.1.5. Rule Number Three: Try to Anticipate Alternative Spellings and Either Buy Those Names or Avoid Those Words
        6. 4.1.1.6. Rule Number Four: Try to Avoid Hyphens in the Name
        7. 4.1.1.7. Rule Number Five: Think about Customer Benefits, Not about Yourself
        8. 4.1.1.8. Try This Domain Name Technique
      2. 4.1.2. Building Block Two: You Need to Arrange for Web Site Hosting
      3. 4.1.3. Building Block Three: Get a Web Site Design
        1. 4.1.3.1. Option One: Custom-Programmed from the Ground Up
        2. 4.1.3.2. Option Two: Learn Programming and Build it Yourself
        3. 4.1.3.3. Option Three: Use a Wizard-Based System
        4. 4.1.3.4. Option Four: Use an Off-the-Shelf Template
      4. 4.1.4. Building Block Four: Get an HTML Editor
      5. 4.1.5. Building Block Five: Get an FTP Tool
      6. 4.1.6. Building Block Six: Learn How to Accept Money on the Web
        1. 4.1.6.1. PayPal
        2. 4.1.6.2. Checks and Money Orders
        3. 4.1.6.3. Taking Credit Cards and Debit Cards Directly
          1. 4.1.6.3.1. Step One: Get a Business Certificate
          2. 4.1.6.3.2. Step Two: Get a Commercial Bank Account
          3. 4.1.6.3.3. Step Three: Get a Merchant Account
          4. 4.1.6.3.4. Step Four: Get a Payment Gateway
          5. 4.1.6.3.5. Step Five: Get a Shopping Cart
      7. 4.1.7. Building Block Seven: Set Up an Effective E-Mail System
        1. 4.1.7.1. Home E-Mail Accounts
        2. 4.1.7.2. Commercial E-Mail Accounts
        3. 4.1.7.3. Another Benefit: You Can Name Your Own E-Mail Accounts
        4. 4.1.7.4. Handling E-Mail on Your Web Site
    2. 4.2. GETTING WORK DONE FOR YOU
  7. 5. How to Get People to Raise Their Hands
    1. 5.1. MYTH NUMBER ONE: "IT'S ALL ABOUT TRAFFIC"
    2. 5.2. MYTH NUMBER TWO: "IT'S ALL ABOUT TARGETED TRAFFIC"
    3. 5.3. MYTH NUMBER THREE: "I'M WAITING FOR THE GAME CHANGER"
    4. 5.4. MYTH NUMBER FOUR: "IT'S ALL ABOUT COST PER LEAD"
      1. 5.4.1. Principle One: The True Measure of a Lead-Generation Technique Is Not Cost per Lead but Instead Return on Investment
      2. 5.4.2. Principle Two: Lead Sources Have a Half-Life Just Like Uranium
      3. 5.4.3. Principle Three: There Is No One Single "Best" Lead Source for Everyone
      4. 5.4.4. Principle Four: Don't Pursue Prospects—Attract Them
      5. 5.4.5. Principle Five: Give Before You Get
    5. 5.5. THE MOVING PARTS OF A LEAD-GENERATION EFFORT
      1. 5.5.1. Step One: Deliver Valuable Information to a Highly Targeted Audience
      2. 5.5.2. Step Two: Direct Them to a Specific Page
      3. 5.5.3. Step Three: Reinforce that They're in the Right Place
      4. 5.5.4. Step Four: Reinforce Their Decision to Visit Your Site by Giving Them Even More Information
      5. 5.5.5. Step Five: Explain There's Even More Where that Came From
      6. 5.5.6. Step Six: When They Submit Their Contact Information, Instantly Have It Go into Your Database and Redirect Them to a Welcome Page
    6. 5.6. GREAT SOURCES FOR LEADS
      1. 5.6.1. Pay-Per-Click Advertising
      2. 5.6.2. Key Phrase Techniques
      3. 5.6.3. Google AdSense
      4. 5.6.4. Organic Search
        1. 5.6.4.1. Major Factor: Who Links to Your Site
        2. 5.6.4.2. Major Factor: What Is the Theme of Your Page
      5. 5.6.5. Getting Found Locally in Google
      6. 5.6.6. Article Marketing
      7. 5.6.7. Social Media
      8. 5.6.8. Blogs
      9. 5.6.9. YouTube
      10. 5.6.10. Press Releases
      11. 5.6.11. eBay
      12. 5.6.12. Inexpensive and Great Offline Strategies for Getting Found
      13. 5.6.13. Local Newspapers
      14. 5.6.14. Free-Standing Inserts
      15. 5.6.15. Commuter Newspapers
      16. 5.6.16. Local Clubs and Events
      17. 5.6.17. Direct Mail
  8. 6. How to Turn Prospects into Buyers
    1. 6.1. MISTAKE NUMBER ONE: INEFFECTIVE MARKETERS CONFUSE ATTENTION WITH SHOUTING
    2. 6.2. MISTAKE NUMBER TWO: INEFFECTIVE MARKETERS BOOST THEIR CLAIMS OUT OF ALL PROPORTION
    3. 6.3. MISTAKE NUMBER THREE: WITH INEFFECTIVE MARKETERS, IT'S ALL ABOUT THEM AND NOT ABOUT THE CUSTOMER
    4. 6.4. MISTAKE NUMBER FOUR: INEFFECTIVE MARKETERS ASK YOU TO BUY TOO SOON
    5. 6.5. MISTAKE NUMBER FIVE: INEFFECTIVE MARKETERS DO NOT INCLUDE A CALL TO ACTION AND A DEADLINE
    6. 6.6. MISTAKE NUMBER SIX: INEFFECTIVE MARKETERS FURTHER ERODE TRUST BY CREATING FAKE DEADLINES
    7. 6.7. MISTAKE NUMBER SEVEN: INEFFECTIVE MARKETERS SPEAK TO AUDIENCES, NOT TO INDIVIDUALS
    8. 6.8. THE EIGHT MONEY QUESTIONS: ANSWER THESE AND YOUR PRODUCT WILL SELL
      1. 6.8.1. Money Question One: "Why Should I Stop and Listen to You?"
      2. 6.8.2. Money Question Two: "Why Should I Read the Whole Thing?"
      3. 6.8.3. Money Question Three: "What Else Do You Have and How Will It Help Me?
      4. 6.8.4. Money Question Four: "Why Is Your Solution Better than Any Other?"
      5. 6.8.5. Money Question Five: "Why Should I Believe Your Claims?"
        1. 6.8.5.1. Get Specific
        2. 6.8.5.2. Use Testimonials
        3. 6.8.5.3. Quote Other Experts
        4. 6.8.5.4. Get Creative
      6. 6.8.6. Money Question Six: "What's It Going to Cost Me?"
        1. 6.8.6.1. Know the Market
        2. 6.8.6.2. Do Not Compete on Price
        3. 6.8.6.3. In Your Materials, Do Not Say Cost or Price, but Instead Say Investment
        4. 6.8.6.4. Create More than One Product Level
      7. 6.8.7. Money Question Seven: "What's My Risk?"
        1. 6.8.7.1. Do Make Your Guarantee a Competitive Advantage
        2. 6.8.7.2. Don't Introduce Negatives into Your Guarantee Language
        3. 6.8.7.3. Do Restate Your Benefits in the Guarantee
        4. 6.8.7.4. Don't Go Cheap on the Length of the Guarantee
      8. 6.8.8. Money Question Eight: "What Happens After You Have My Money?"
  9. 7. Relationships Equal Revenues
    1. 7.1. AUTORESPONDERS VERSUS BROADCAST E-MAILS
    2. 7.2. FOUR TIPS FOR BUILDING PROFITABLE RELATIONSHIPS THROUGH E-MAIL
      1. 7.2.1. Tip One: Segment for Success
      2. 7.2.2. Tip Two: Encourage Consumption
      3. 7.2.3. Tip Three: Become a Welcome Guest in Their Inbox
      4. 7.2.4. Tip Four: Make It Two-Way Communication
    3. 7.3. OTHER WAYS TO STAY CLOSE TO YOUR CUSTOMERS
  10. 8. The Secrets to an Upward Profit Spiral
    1. 8.1. STEP ONE: INSTALL MEASURING DEVICES
    2. 8.2. STEP TWO: DETERMINE WHY NONBUYERS DON'T BUY, AND ADJUST YOUR SITE ACCORDINGLY
    3. 8.3. STEP THREE: TEST EVERYTHING
  11. 9. The "I" Factor