book

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

Name: The Six-Figure Second Income: How To Start and Grow A Successful Online Business Without Quitting Your Day Job
ISBN: 9780470633953

by David Lindahl, Jonathan Rozek

September 2010

Beginner

256 pages

4h 41m

English

Wiley

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Copyright
PREFACE
1. You CAN Get Rich—But Yes, There Is a Catch
1.1. 10 GIANT KEEP OUT! SIGNS ON THE ROAD TO YOUR ONLINE BUSINESS SUCCESS—THE FALSE BARRIERS1.1.1. "I'm Too Old/I'm Too Young"1.1.2. "I Don't Have Enough Money"1.1.3. "I Don't Have Enough Time"1.1.4. "It's a Bad Economy"1.1.5. "All the Really Good Ideas Are Taken"1.1.5. "I'm Too Small to Compete Against the Big Guys"1.1.6. "I'm No Good with Computers"1.1.7. "There's Too Much Competition"1.1.8. "I'm Not Educated Enough"1.1.9. "Someone Will Steal My Idea"1.2. NOW FOR THE SIX DISABLING AND VERY REAL DANGERS TO YOUR ONLINE BUSINESS SUCCESS
2. How to Build a Quick and Profitable Product
2.1. THE TYPICAL DREAM IS USELESS2.1.1. "I Must Have a Fortress to Protect My Idea from Knockoff Artists"2.1.2. "I Must Reach Millions of People"2.1.3. "I Want to Be Famous"2.1.4. "I Want to Be as Rich as King Midas from the First Invention of Mine"2.1.5. "I Need to Invent Something Revolutionary"2.1.6. "Inventions Are Things that Are Manufactured in Factories"2.2. YOUR FIRST PRODUCT SHOULD BE ONE OF THESE2.2.1. What Problem Have You Solved?2.2.2. What Can You Demonstrate?2.2.3. What Have You Researched on the Web and Discovered?2.2.4. What Are the Best Resources You've Found?2.2.5. How Do Things Fit Together?2.3. EXPLORE OTHER VARIATIONS ON A PROVEN THEME2.3.1. What Have You Tested?2.4. APPEAL TO RABID HOBBYISTS2.4.1. Is This Great, or What?2.5. ANOTHER SCHOOL OF THOUGHT2.6. AVOID THIS PITFALL2.7. GET MY CHART
3. How to Create Content Cheaply and Easily
3.1. STAGE 1: CAPTURE THE RAW CONTENT3.1.1. Method One: Sit Down and Write3.1.1.1. Do Not Edit While You Write!3.1.1.2. Do Not Let Other People Hear or See Your Work While It's in Rough Form3.1.1.3. I'll Make This Point Again—Do Not Sweat How Long or Short the Document Becomes3.1.1.4. Do Not Become a Slave to Accuracy During the Writing Process3.1.1.5. Just Start, No Matter What3.1.1.6. Make an Outline3.1.2. Method Two: Have a Conversation3.1.3. Method Three: Interview People3.1.4. Method Four: Record a Presentation3.1.5. Method Five: Capture Screenshots3.1.6. Method Six: Do a Video Capture of a Web Session3.2. STAGE 2: EDIT THE CONTENT3.2.1. Backup Your Work!3.3. STAGE 3: DELIVER THE CONTENT3.3.1. 1. Special Report3.3.2. 2. Getting-Started Kit3.3.3. 3. Home-Study Course3.3.4. 4. Sample Newsletter3.3.5. 5. Book3.3.6. 6. Interview Series Transcript3.3.7. 7. Fast-Start Guide3.3.8. 8. Pocket Guide3.3.9. 9. Checklist3.3.10. 10. T-shirt3.3.11. 11. and 12. Poster and Laminated Poster3.3.12. 13. Calendar3.3.13. 14. Game3.3.14. 15. Mug3.3.15. 16. Information Wheel3.3.16. 17. CD3.3.17. 18. DVD3.3.18. 19. Interview Series on MP33.3.19. 20. Free Video3.3.20. 21. Live Event Videos3.3.20.1. Bad Thing Number One3.3.20.2. Bad Thing Number Two3.3.20.3. Bad Thing Number Three3.3.21. 22. Toll-Free 24/7 Recorded Line3.3.22. 23. Consulting Hotline3.3.23. 24. Teleseminar/Webinar3.3.23.1. Teleseminars Are the Most Inexpensive Way for You to Deliver Live Content3.3.23.2. Teleseminars Can Be Intimate in the Proper Sense3.3.23.3. The Teleseminar Can Be as Active or Passive as You Want It to Be3.3.23.4. You Can Record the Call Once and Play It Back Multiple Times3.3.23.5. Your Audience Doesn't Need to Know How Many Other People Are on the Line3.3.24. 25. Trial Software3.3.25. 26. iPhone Application3.3.26. 27. Software3.3.27. 28. Online Calculator3.3.28. 29. Interview Series PDFs3.3.29. 30. Free PDF3.3.30. 31. Free Audio3.3.31. 32. Consultation3.3.32. 33. Lunch or Dinner Seminar3.3.33. 34. One-Day Seminar3.3.34. 35. Consultation (Paid Version)3.3.35. 36. Boot Camp3.3.36. 37. Live Tour3.3.37. 38. Cruise3.4. THE EXCELLENT CONCEPT OF CONTINUITY3.4.1. 39. Newsletter3.4.2. 40. Membership Site3.4.3. 41. Weekly Faxes3.4.4. 42. Coaching3.5. THE OPPORTUNITY ENGINEER
4. Getting Open for Business
4.1. THE SEVEN BASIC BUILDING BLOCKS TO A GOOD WEB SITE4.1.1. Building Block One: You Need to Own a Good Domain Name4.1.1.1. Myth Alert: "All Good Domain Names Are Taken"4.1.1.2. Profit Principle4.1.1.3. Rule Number One: Stick with ".com" Names4.1.1.4. Rule Number Two: No Funky Spellings4.1.1.5. Rule Number Three: Try to Anticipate Alternative Spellings and Either Buy Those Names or Avoid Those Words4.1.1.6. Rule Number Four: Try to Avoid Hyphens in the Name4.1.1.7. Rule Number Five: Think about Customer Benefits, Not about Yourself4.1.1.8. Try This Domain Name Technique4.1.2. Building Block Two: You Need to Arrange for Web Site Hosting4.1.3. Building Block Three: Get a Web Site Design4.1.3.1. Option One: Custom-Programmed from the Ground Up4.1.3.2. Option Two: Learn Programming and Build it Yourself4.1.3.3. Option Three: Use a Wizard-Based System4.1.3.4. Option Four: Use an Off-the-Shelf Template4.1.4. Building Block Four: Get an HTML Editor4.1.5. Building Block Five: Get an FTP Tool4.1.6. Building Block Six: Learn How to Accept Money on the Web4.1.6.1. PayPal4.1.6.2. Checks and Money Orders4.1.6.3. Taking Credit Cards and Debit Cards Directly4.1.6.3.1. Step One: Get a Business Certificate4.1.6.3.2. Step Two: Get a Commercial Bank Account4.1.6.3.3. Step Three: Get a Merchant Account4.1.6.3.4. Step Four: Get a Payment Gateway4.1.6.3.5. Step Five: Get a Shopping Cart4.1.7. Building Block Seven: Set Up an Effective E-Mail System4.1.7.1. Home E-Mail Accounts4.1.7.2. Commercial E-Mail Accounts4.1.7.3. Another Benefit: You Can Name Your Own E-Mail Accounts4.1.7.4. Handling E-Mail on Your Web Site4.2. GETTING WORK DONE FOR YOU
5. How to Get People to Raise Their Hands
5.1. MYTH NUMBER ONE: "IT'S ALL ABOUT TRAFFIC"5.2. MYTH NUMBER TWO: "IT'S ALL ABOUT TARGETED TRAFFIC"5.3. MYTH NUMBER THREE: "I'M WAITING FOR THE GAME CHANGER"5.4. MYTH NUMBER FOUR: "IT'S ALL ABOUT COST PER LEAD"5.4.1. Principle One: The True Measure of a Lead-Generation Technique Is Not Cost per Lead but Instead Return on Investment5.4.2. Principle Two: Lead Sources Have a Half-Life Just Like Uranium5.4.3. Principle Three: There Is No One Single "Best" Lead Source for Everyone5.4.4. Principle Four: Don't Pursue Prospects—Attract Them5.4.5. Principle Five: Give Before You Get5.5. THE MOVING PARTS OF A LEAD-GENERATION EFFORT5.5.1. Step One: Deliver Valuable Information to a Highly Targeted Audience5.5.2. Step Two: Direct Them to a Specific Page5.5.3. Step Three: Reinforce that They're in the Right Place5.5.4. Step Four: Reinforce Their Decision to Visit Your Site by Giving Them Even More Information5.5.5. Step Five: Explain There's Even More Where that Came From5.5.6. Step Six: When They Submit Their Contact Information, Instantly Have It Go into Your Database and Redirect Them to a Welcome Page5.6. GREAT SOURCES FOR LEADS5.6.1. Pay-Per-Click Advertising5.6.2. Key Phrase Techniques5.6.3. Google AdSense5.6.4. Organic Search5.6.4.1. Major Factor: Who Links to Your Site5.6.4.2. Major Factor: What Is the Theme of Your Page5.6.5. Getting Found Locally in Google5.6.6. Article Marketing5.6.7. Social Media5.6.8. Blogs5.6.9. YouTube5.6.10. Press Releases5.6.11. eBay5.6.12. Inexpensive and Great Offline Strategies for Getting Found5.6.13. Local Newspapers5.6.14. Free-Standing Inserts5.6.15. Commuter Newspapers5.6.16. Local Clubs and Events5.6.17. Direct Mail
6. How to Turn Prospects into Buyers
6.1. MISTAKE NUMBER ONE: INEFFECTIVE MARKETERS CONFUSE ATTENTION WITH SHOUTING6.2. MISTAKE NUMBER TWO: INEFFECTIVE MARKETERS BOOST THEIR CLAIMS OUT OF ALL PROPORTION6.3. MISTAKE NUMBER THREE: WITH INEFFECTIVE MARKETERS, IT'S ALL ABOUT THEM AND NOT ABOUT THE CUSTOMER6.4. MISTAKE NUMBER FOUR: INEFFECTIVE MARKETERS ASK YOU TO BUY TOO SOON6.5. MISTAKE NUMBER FIVE: INEFFECTIVE MARKETERS DO NOT INCLUDE A CALL TO ACTION AND A DEADLINE6.6. MISTAKE NUMBER SIX: INEFFECTIVE MARKETERS FURTHER ERODE TRUST BY CREATING FAKE DEADLINES6.7. MISTAKE NUMBER SEVEN: INEFFECTIVE MARKETERS SPEAK TO AUDIENCES, NOT TO INDIVIDUALS6.8. THE EIGHT MONEY QUESTIONS: ANSWER THESE AND YOUR PRODUCT WILL SELL6.8.1. Money Question One: "Why Should I Stop and Listen to You?"6.8.2. Money Question Two: "Why Should I Read the Whole Thing?"6.8.3. Money Question Three: "What Else Do You Have and How Will It Help Me?6.8.4. Money Question Four: "Why Is Your Solution Better than Any Other?"6.8.5. Money Question Five: "Why Should I Believe Your Claims?"6.8.5.1. Get Specific6.8.5.2. Use Testimonials6.8.5.3. Quote Other Experts6.8.5.4. Get Creative6.8.6. Money Question Six: "What's It Going to Cost Me?"6.8.6.1. Know the Market6.8.6.2. Do Not Compete on Price6.8.6.3. In Your Materials, Do Not Say Cost or Price, but Instead Say Investment6.8.6.4. Create More than One Product Level6.8.7. Money Question Seven: "What's My Risk?"6.8.7.1. Do Make Your Guarantee a Competitive Advantage6.8.7.2. Don't Introduce Negatives into Your Guarantee Language6.8.7.3. Do Restate Your Benefits in the Guarantee6.8.7.4. Don't Go Cheap on the Length of the Guarantee6.8.8. Money Question Eight: "What Happens After You Have My Money?"
7. Relationships Equal Revenues
7.1. AUTORESPONDERS VERSUS BROADCAST E-MAILS7.2. FOUR TIPS FOR BUILDING PROFITABLE RELATIONSHIPS THROUGH E-MAIL7.2.1. Tip One: Segment for Success7.2.2. Tip Two: Encourage Consumption7.2.3. Tip Three: Become a Welcome Guest in Their Inbox7.2.4. Tip Four: Make It Two-Way Communication7.3. OTHER WAYS TO STAY CLOSE TO YOUR CUSTOMERS
8. The Secrets to an Upward Profit Spiral
8.1. STEP ONE: INSTALL MEASURING DEVICES8.2. STEP TWO: DETERMINE WHY NONBUYERS DON'T BUY, AND ADJUST YOUR SITE ACCORDINGLY8.3. STEP THREE: TEST EVERYTHING

9. The "I" Factor

Overview

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.

Become an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
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