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Paul Barrs
"Hey" "Guru Name Here"
You suddenly lose all your money, along with your name and reputation, and only have your marketing know-how left.
You have bills piled high and people harassing you for money over the phone.
Plus, you have a guaranteed roof over your head, a phone line, and an internet connection for only one month.
You no longer have your big guru name or JV partners. Other than your vast marketing experience, you're an unknown newbie.
What would you do, from day 1 to day 30, to save yourself?
Joe Kumar
Answer: By Paul Barrs
My first comment – been there, done that.
One of the greatest marketing myths that people fall into is that eBusiness success stories “happen overnight”.
While this may be true for a very rare few, it is certainly not the norm.
It sure as heck wasn't for me!
I've been in this situation before. I am a single father with three young children. Now we can enjoy a good life, but for some time we sat on the brink of bankruptcy.
The only difference between then and now is this – now I know what to do – back then I was still figuring it out.
Day One:
I love working in my local market just as much as I do in the global eMarket.
I have come to understand that there is just as much cash (if not more) for quick consumption by providing valuable service and information to local business as can be found Online.
Keeping in mind however, that long-term ‘time efficient’ success comes through the Internet – but for now I'm dead broke – the bills and stacked – food is scarce – what the hell do I do?
Create my idea.
Here’s what I've got planned (and I write this out on a piece of paper rather than just keep it in my head).
The first thing I need to do is come up with a product that will be able to generate cash both Online and Off-line. (Meaning, people from my local business community will buy it through ‘conventional’ off-line sales methods – phone and in person.
Simple solution – make it an eProduct.
I'll still deliver it via Internet Download, but I can sell it via Online sales letter, as well as talk about it to people that I meet and visit.
What’s it going to be about –
I already know that a successful business needs a professional Website. I also know that many businesses out there have great looking web sites but not profit producing web sitess.
Here’s the product –
“How to Create Your Own Killer Website that Generates Cash, Leads and Traffic!”
Sub-Title: Or at least make sure your Webmaster can do it for you.
This covers both ‘do it yourself’ people and medium enterprises who out source the web design work.
The next step (and yes on day one all the planning needs to be done), I make the decision to write the book with my voice.
Why? Because that’s what I'm good at. I've been involved with professional speaking now for over 15 years – my voice is my greatest asset.
The rest of the day I set out a map of what the product content will entail. It turns out that it’s going to be a 20-part audio seminar running about 4 hours in total.
Cool – I'm excited! Go to bed.
Day Two:
The dawn rises, the birds and singing and last night I hardly slept a wink.
Today I plan things out so that I’ve got both time and resources on my side to complete the next week’s tasks.
Here’s what I need:
A Website.
A completed audio product.
A database of local business prospects.
A database of Internet business prospects.
After a few coffee’s and walk down the beach (where I think best) I put together the following Action list.
Here’s how I get what I need:
Website – Contact by phone as many local web providers as possible and put forward a one and a half page product plan outline. They need to provide domain registration and hosting for me.
The product. I need a microphone (got it), recording device (the stereo will do) and a piece of software called Real Producer which is free from the Real Networks Website. (You may have to search for the free one, but it's there). I know some people don't like real audio – but it’s free to product and easy to use. I also need someone to type up transcripts of the audios and some kind of eBook creator that I can get for free. Should be able to easily find these through my local University (I give the aspiring web designer a free copy – free training – he or she transcripts for me). I can also go to Download.com and pick up free eBook creation software, or at least a free demo that will do for the moment.
The database of local business prospects could be a challenge, but I’ve found the easiest way to do this (keeping in mind that that I want businesses who are web minded) is to download the free evaluation copy of the Zeus Internet Marketing Robot from Cyber Robotics. It will easily build me a directory of local businesses who have web sites.
The database of Internet prospects will have to come from people who already have good sized opt-in Ezine mailing lists. I’m going to choose to Joint Venture with good ‘average’ sized lists as I know they will more readily accept my proposal than the big guns. Most of the big guns don’t give a toads backside about the little ‘un-heard of guys’ like me. You’d be lucky to even get them to return your email.
Now I know what I want and how to get it, it’s time to get to work.
First thing is to create my full product outline to then contact local web providers.
PS. I’ve going again here for the ‘local’ smaller web providers as I know they are more likely to accept my proposal then larger companies. I want to be able to talk directly with the owner of the business, not some secretary or glorified ‘customer service’ dude.
Day Three:
My product outline is complete and I get on the phone and begin prospecting.
By the end of the day I’ve already met a few people and they love the idea of being able to give a free complimentary copy of my new product to their clients in exchange for registering a domain name and providing hosting for me.
Note: In case you were wondering – this is exactly how I started out with my first Website.
Day Four and Five:
Immediately I need only do two things.
Begin building my local database with Zeus, and
Begin recording my audios.
Between them that this takes a few days.
Day Six:
Now keep in mind I’m a single Dad with 3 kids, so I just work half a day here.
Today I stop by FreeSiteTempaltes.com and pick out a nice web template to begin with. I could do the whole thing myself, but I prefer to save time and start with someone else’s initial ideas to then modify it to my needs.
I also begin mapping out the sales copy for my new Website which will be ready in a few days.
Day Eight:
Hey, got to have some time off, right?
Awesome – my new Website domain name delegation has gone through and my hosting account is up and running.
I’m still working on the audios as they takes a while but we’re almost there.
Here’s the process I use:
I’ve got my product plan outlined so I use them as the guide to record each tutorial.
It’s easy. I plug the mike into the stereo and record onto cassette tape as I talk.
Once the cassette recording is ready I run a lead jack from the stereo into the back of my computer and use Real Producer to record and convert the file to Real Audio.
Today is finished up with me modifying the new web page template and uploading it (blank) so I can check it out.
Using Zeus I also build a back end links database which becomes my marketing platform for local business.
Day Nine:
Today I contact the local University and get some kid to transcript my audios for me, It’ll take a few days.
I also finish recording and write the sales copy for the new site.
All I need do now I get the finished product and I’m ready to go.
Almost….
Day Ten:
Let’s get the product together.
I go to Download.com and find a few free trials of eBook software. I download them and test them out.
Hmm. Not all that impressed. I know I could use eBook Edit Pro, and although it doesn't cost much – it does have a small fee. Perhaps I should contact the owner.
Another alternative is HappyFreebies.com where I can convert a Word document into .pdf for free. Not sure which way I’ll go as yet.
However, I did find on download.com an eBook full of blank eBook covers – that will come in handy.
Ok – let’s just finish off the Website (polish it up) and continue building my local business database.
Day Eleven:
Am I running out of time here. No, I don’t think so. My Uni student has finished my transcripts – damn he’s fast!
So I’ve got my audios, my transcripts and yep – I made my decision on eBook Software.
Today I put the rest of my time into formatting the eBook.
Because if it’s size I choose to make it 4 volumes, not just one.
It’s a bit more work – but it will also give me a greater sales edge and help sell the value of the product.
End of the day – I’m wrecked. Time for another break.
Day Twelve:
One important rule of thumb to remember is to never over work yourself.
In my situation as a single Dad, that’s very important. So today I stop and pause just to catch my breath and revise what I’ve done so far.
I’ve got my product – finished.
I’ve got my Website – finished.
I’ve got my local business database – finished with over 500 contacts.
Cool.
The Only thing I want to do today is start putting together an eZine prospect list for JV’s.
That takes some time, but it’s not hard work – just need to visit a number of Ezine Directories that are Online.
Day Fifteen:
Now the fun begins.
Today I invest a few more hours seeking out potential web-based partners for JV’s and build a database by visiting and choosing targeting Ezine owners from Ezine directories.
Second, and very important is to set up my Merchant account.
I choose to do this with Globill Systems because it costs me nothing and I get a built in affiliate program.
I know I could use PayPal, but to add the affiliate program is going to cost me a little (and that’s money I don’t have).
By the end of the day all my databases are ready and I’m just waiting approval from Globill.
The important thing about Globill is that you have to have your Website ready before they will look at it for approval. This did take me a few attempts first time around, but now I know how they work and what they expect it’s easy.
Day Sixteen:
Globill are very quick – they emailed me back overnight and my account is approved and running.
Go Go Go!!
Side Note: The greatest challenge I see facing people these days is not their ability to come up with neat ideas, but their ability to take the action required to make them happen.
Even though it’s taken me two weeks to put this together (and I know that by creating a simpler product I could have reduced that time) my success here lies in the fact that I’ve got a plan, and I’m not putting it to action.
No action = no results.
Does that make sense?
Alright – this is the easy bit.
I begin by emailing about 20 of the 100+ Ezine database that I’ve put together.
This is going to be a test run to see if the letter I have written grabs their attention.
It invites them to take a look at my product (via a small free sample which can be downloaded) and then to get back to me if they’d like information on the Joint Venture and what I’m offering.
It’s important for me to make sure that I don’t try and sell the whole deal here – just grab interest.
I also do the same for a small test on my local business database.
Side Note Again:
Why am I targeting both Online and Off-line people here?
I should point out that I’m selling to my local marketplace at the same price as Online but I’m throwing in a top bonus that I can’t deliver outside of my local area – “A free one on one Website consultation”.
Now why the heck would I want to do that?
Very simply, because I know that if I can get in front of these people and do a quick evaluation of their Website with them I’ll be able to convert a huge percentage of them to an actual Paid evaluation – or have them hire me as a consultant.
And here I can easily earn $100 / hour or more. That to me is easy money.
Day Seventeen:
Ahh – replies are coming back. I pull 8 of the twenty that I emailed through my Ezine prospects database and 4 from my web evaluation.
Here’s what I do with them:
First I offer the product to them at no cost for their own personal use.
Second I ask them for a testimonial, but I must have it back within 3 days.
All agree and we’re off and running again.
Also, knowing that my initial letter offer works, I send it out to all on my Ezine database list. Many people will tell you to wait to you actually get testimonials on your Website, but I don’t have time for that. Plus I know that if I wait – I may have to wait some time. However, I will definitely wait for a few local testimonials before I market to the local businesses.
I’ll point out here that not all replies are going to come back overnight – so with no need to point out that I’m receiving an replying to emails each morning – you’ll just have to assume that I’m getting back a moderate number of replies and sending them out again.
Day Eighteen and Forward:
It doesn’t really take 30 days to do this and if I had to space it out I’d probably loose my momentum and set myself towards failure. The best advice is to – to take action.
Each day from here on in I look for more JV partners through Ezine databases and do the same locally.
The JV I put to publishers is that they do get the product free (logic here says I’d rather give it free to 100 people and have my sales message go to 100,000 than try to go it alone myself.)
As a side bonus I get some great testimonials and reviews.
The commission rates I offer in the JV are negotiated individually, depending on the size of the Ezine – I don’t believe in a straight 50 / 50 deal anyway – it’s too common.
As a second bonus, the affiliate program I’ve set up with Globill allows me to run it on a 2-tier system.
That means my Ezine partners can also promote the affiliate program and make additional money through two levels of sales.
Another thing – because I’m in Australia – I know that my Globill cheques are not going to arrive for a few weeks – so this is where my local market also comes into play – I’m making sales and these people are paying me cash or cheque in hand when I see them. Easy.
And that’s it – promote, promote, promote.
My Website is set up to do three things.
Sell the product.
Have the visitor join my affiliate program.
Have them subscribe to my free auto responder.
That’s it -
As long as you have a good plan and a good product – then follow your plan – you’re going to increase your chances of success so much more.
This article is supplied for information purposes only and, as experienced in this subject matter as the contributors are, the material herein does not constitute professional business advice.
This publication is designed to provide accurate and authoritative information with regard to the subject matter covered. It is sold with the understanding that the publisher and the contributors are not engaged in rendering legal, accounting, or other professional advice. If legal advice or other professional assistance is required, the services of a competent professional should be sought.
The reader is advised to consult with an appropriately qualified business professional before making any business decision. The contributors, Joe Kumar and JoeKumar.com do not accept any responsibility for any liabilities resulting from the business decisions made by readers of this article.
copyright © Joe Kumar and JoeKumar.com
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