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A Step-By-Step Guide to Making Money

And Doing Business Online

(including all the stuff you really need to know, but the universities and internet gurus will never teach you…) LEON JAY

Published through FHQ Publishing

Copyright © 2011 by Leon Jay, FusionHQ Inc. All rights reserved.

Published by FHQ Publishing


No part of this publication may be reproduced, stored, shared or transmitted in any form (physical or electronic) without prior written permission from the author.

1st ed.

ISBN-13: 978-1456562137

ISBN-10: 1456562134


All the information in this book is true and accurate to the author’s knowledge. However, he may be wrong. None of the information is meant, nor should be taken as, legal advice. The content is meant as inspiration and educational only. Any advice, suggestions or resources you choose to use, you do so at your own risk. Every project is different and no results can ever be guaranteed. Please seek professional advice where appropriate. And most importantly, never let a disclaimer put you off from trying something new if it makes sense (so long as it is safe, legal and morally acceptable)...

For further information please contact:



Layout and typesetting by Mara Dower ( Cover design by Panisa Soison (



Online Training (worth $500)

To help you even further I have created a training program that will expand upon, and demonstrate, the content in this book.

It includes:

• Video training to clearly see the concepts being talked about in each chapter so that you really ‘get it’.

• Case studies and site analysis to really understand what works, why and how to emulate it.

• Essential information for offline business wanting to get online, and ways of online business to expand offline.

• Email reminders complete with daily tasks to act as your personal coach and keep you on track.

• Additional free software, resources and updated information as it becomes available.

Simply go to

to get free instant access now...

I dedicate this book to everyone who has made the decision to play life to the full. Life is perhaps the most exciting game that can be played, and yet most are too afraid to play it. Whichever rules you choose to play by, play with purpose and play with passion...

~ Leon Jay


Acknowledgements viii



About the Author: Leon Jay


Chapter 1. Why Read This Book


Chapter 2. Failure is the First Step to Success 26

Chapter 3. Forward Thinking Will Make You More Money 33

Chapter 4. The Bones of Your Online Business 43

Chapter 5. To Passion or Profits?


Chapter 6. Your Financial Success Depends on Your Team 61

Chapter 7. Marketing Comes Before You Create Your Products (Not After) 82

Chapter 8. Product Creation


Chapter 9. Servers, Security and Payment Processors: The Nitty-Gritty 127

Chapter 10. The Psychology of the Sales Process 136

Chapter 11. Is the Money Still in the List? The Art of E-mail Marketing 162

Chapter 12. Copywriting is So Much More Than Words 183

Chapter 13. Design Elements to Rocket Your Conversions 199

Chapter 14. Good Marketing Removes the Need to Sell (24 Advanced Conversion Secrets)


Chapter 15. Traffic: The Life-Blood of Your Business 222

Authority Blog


Review Blogs


Guest Blogging


Article Marketing


Niche Forums


Social Bookmarking


Tutorial Sites


Classified Ads


Video Marketing




Social Networking


Google AdWords


Chapter 16. Affiliate Recruitment and Management 267

Chapter 17. Customer Support


Chapter 18. Testing and Tracking


Chapter 19. The Surprising Truth About Success and Creating a Sustainable Business


The Bonus Chapters…


Do Less Work Make More Money


I would like to start by thanking everyone who has helped me along the way.

Particular mention should go to the FusionHQ team.

Pin who has headed the development of the software, Paul and Chor who have spent many late nights fixing code so we can be ready on time, and Panisa who puts up with my constant ‘feedback’ regarding the graphics.

Ben Brandes, the affiliate manager needs a medal for his testing efforts that have gone beyond the call of duty. Kristina, his lovely girlfriend, for not only putting up with our insane working hours, but also helping so much too.

There are many more at FusionHQ, and all are important.

I’d like to give Mark Joyner a special mention. He taught me not just what to do, but perhaps more importantly what not to do. Thank you for seeing the potential in me.

A big thanks to Gideon Shalwick for his ongoing support and honest feedback.

One of the few internet warriors I have met who has maintained his integrity despite many a financial temptation. Not many people demonstrate how to combine business and ethics so well.

Mara Dower for her friendship, tolerance to my quirkiness and especially for editing this book. Thanks. (I know the readers will appreciate your efforts, though perhaps they will never fully understand how much.) As this is my first book I should also mention my parents. Thank you for teaching me it is OK to think differently. An essential skill that has carried me through life well.

Last but not least my wife Catherine, and daughter Aleshya. (Have been told I must add them in or Cat will kill me.) Seriously, I could not have asked for more understanding or support. Long hours working on both FusionHQ and on this book have meant a certain amount of sacrifice. Both have not only made this possible, but encouraged it and done whatever it takes to allow this to happen.

There are so many more that deserve a space here—you know who you are, thank you...

~ Leon Jay

| viii |


I started online, just as Leon did, with no idea what I was doing.

I knew I wanted to make money, and I knew I needed the internet, but was not really sure where to begin. Back then it was a bit like the Wild West. Plenty of gold to be had for those who knew where to look and how to dig; but mostly just filled with cowboys and snake oil sales men.

Now that I think about it I guess not so much has changed!

Anyway, I thought I would be rich overnight. The promises were many, and convincing.

It took a few months before I had made my first dollar, and a few years before I would ever class myself as successful on the internet. Why?

Well I am not stupid, nor am I lazy. A few years devoted to marketing online proved I was certainly persistent. So what could possibly be the reason for taking so long in the promised land?

I had never really thought about it until reading through ‘ Do Less Work, Make More Money’. Then I began to get a series of ‘aha’ moments.

Although I had purchased many courses, pieces of software and seminar tickets, none of it had given a clear action plan with the what, the why AND the how. Almost all of it had focused on selling me the product first and delivering quality information second.

Many ‘gurus’ taught one thing, yet did another. (It was only after getting to the top that I realised this.) I had been led in one direction and then another and never really knowing who to believe. Everyone seemed to have ‘the answer’.

How refreshing then (though I regret somewhat late for me) to find a book that finally delivers without the hype. Something anyone can follow and build a successful business regardless of skill or experience.

If you are beginning your journey into the world of marketing, business and making money online then you could not be starting at a better place.

| ix |

Do Less Work Make More Money

If you have been lost and struggling to see the light at the end of the tunnel then relax. You will see it by the end of this book.

If you are an established business trying to understand how to make the internet work for you, then you too will not be disappointed. The ideas given in this book can truly be used by anyone. Yet at the same time, the information is specific enough to guide you in the best direction for getting results fast!

Leon will guide you in understanding how to apply the principles while following clear action steps to enable you to produce something unique. This truly is a unique book.

I have known Leon for some time now, and I am so pleased he has finally decided to share his insights, experience and wisdom for others to benefit.

Prepare for the truth. Prepare for action. Prepare for success!

~ Gideon Shalwick

| x |


About the Author: Leon Jay

Leon Jay came across Internet Marketing in part by accident, and the another part by necessity.

Having had many different jobs over time

(including working with people with special

needs, unloading trucks in a warehouse and even for a time as a grave digger), he is most noticed for his contributions in the areas of natural therapies.

However, while providing a range of experience and insight, none of these occupations made it easy to enjoy his passion for travel. The internet provided the possibility to combine skills and interests in a way that allowed the lifestyle so long sought after.

He has since worked as Director of Marketing for Mark Joyner Inc, helped launch WP Mage (which grossed over $1.5 million in under 2 weeks), as well as creating or assisting on many other online products. He has spoken at marketing events around the world and helped create many online success stories.

Leon is also founder of, a revolutionary marketing platform designed to take the headache out of the technical. His focus is making business on the internet as easy and as accessible as possible. FusionHQ has done exactly that and continues to make marketing online both simpler and more effective everyday.

| xi |

Chapter 1.

“Try not to become a

man of success, but

Why Read This Book

rather try to become

a man of value.”

~ Albert Einstein

Why Read This Book

Why Read This Book

Exposed! The myths, the lies and the real science to making money anywhere (with the internet)

Firstly I want to say, that I wrote this book because I am really pissed off.

Pissed off mainly with all the bullshit out there. Having an insider view, I can tell you straight that much of what you read from the Internet Marketing world is little short of science fiction.

And what really pisses me off most is there is no need for it.

Marketing online has so much potential as a genuine tool for business, and for creating massive wealth from any internet connection.

Unfortunately too many unscrupulous individuals have given it a reputation more closely connected to shady used car salesmen than to respectable business professionals.

Now that’s off my chest, let me continue…

This book is for:

1) The business owner looking to leverage the internet to maximize his or her business potential. This includes generating extra leads, making more sales and generating additional online income.

2) The average person looking to escape the 9-5 lifestyle, or who needs to generate an income from home (or indeed anywhere with an internet connection).

3) Any person wanting to make additional income on top of their primary income.

This book is not just about how to make money on the internet… but how to build a real, long-term, sustainable business.

There are too many different ways of making money online. Beware, many are spammy techniques aimed at short-term cash flow.

They’re looking at the latest deceptive strategy taking advantage of a loophole; such as, how to trick Google, or fooling site visitors to click on sponsored links. The problem with many of these ‘get rich quick’ models is that they are either unethical, unstable or both.

It is possible for your money to simply dry up overnight. Perhaps because you don’t understand Google’s latest terms of service, or simply the loop-hole is plugged (as is always inevitable when large numbers of people exploit its weakness).

Waking up and finding your account has been banned happens more than you think. Many of my friends have woken to find they have not only lost $30,000

or $50,000 owing to them, but the recurring income they had come to depend on as well.

In this book we’re looking at more sustainable business models, something for the long-term—a business that you can keep building, and will hopefully outlive you.

Something that you can pass on or sell, should you choose to.

I encourage your business to be based around creating value for others, and one not dependant on lies, deception or trickery. A novel concept for some I know!

Turning to the internet for quick, short-term cash is not what this book is about.

However, do it right and you could be making money faster than you think?

For those who are focused on making money online I encourage you to look at the concepts given to offline business owners and consider how you may use them to expand beyond the internet.

Even if you want to focus on the online marketing side only, the potential for partnering with offline businesses in your niche is almost infinite.

Why Read This Book

By approaching traditional business owners with joint venture opportunities is something that is rarely done, yet holds massive, passive potential.

For those who already operate an offline business I encourage you to read this book with an open mind. If you consider yourself too busy to implement these strategies, or they’re simply not your passion, then consider partnering with someone who can. You will be glad you did.

Whatever your starting point let’s take a look at 3 of the main reasons for taking advantage of the internet.

3 Perks of Running an Online Business

There are so many perks of running your business from an internet connection…

1. Economic Leverage (Global Staff / Contractors) You can leverage your business by employing staff or contractors from developing countries that you couldn’t afford in a first world country.

You can work with highly-skilled individuals at a fraction of the price.

You’re not exploiting anyone when you pay above-average rates. It’s a win-win situation that makes great business sense.

2. Minimal Set-Up Cost

If you have a computer and an internet connection, that’s all you need to get started. Even if you don’t own one personally, there’s always access to one—at the local library, an internet café or at a friend’s house.

Other than that you will need some form of hosting and at least one domain name. This should set you back no more than about $80 or so per year.

Compare this to traditional businesses with large fixed overheads, material prices and fuel bills; the internet is a business paradise.

If you already have an offline business the potential for expansion through the internet is huge, and likely to be a fraction of trying to expand via normal offline methods.

3. Not Just For Nerds, Internet Geeks or Techies Despite what you may think, you don’t have to be a computer programmer to run a successful internet business. The internet is simply a means for you to market your business through.

In fact, many of the top internet marketers I know do not know anything about HTML, servers or editing graphics. (In many ways its better you never do, or you may get caught up in aspects of your business that suck up your time.)

The internet makes a level playing field for people of any gender, race, age, social background or education. Again, I know successful marketers who are still in their teens, some from third world countries, men and women, black and white, some who have university degrees while many never even finished school.

There are several multi-tool platforms (such as my own offering, FusionHQ) specifically designed for on-line business owners to easily create their entire online business without having to know anything technical.

Yes, you can create multiple streams of passive income and manage them all from one central place (all without knowing a single line of code).

An intuitive, simple ‘drag and drop’ interface removes many obstacles.

You don’t have to worry about being computer literate or hiring a mass of expensive programmers.

FusionHQ is run through a web browser. Any modern computer today with a recent browser installed and an internet connection will be able to take advantage of FusionHQ (or something similar).

Why Read This Book

Bottom line is this – there is no excuse for not being online.

It’s time to leave behind any and all reasons you have created for yourself for not taking action before. Ten or fifteen years ago, getting online could have been costly, time consuming and may have had minimal impact on your business. Today it’s very different.

Why You Need More Money

I hope the reason you’re reading this book is because you want to make a permanent change in your financial life, and ultimately in all other areas of your life.

This is a liberating change that will allow you to finally live life on your own terms. A goal worth aspiring to, despite the advice of many whom never succeeded in getting there.

If you want to make choices based on real desires (and not by price tags) then this book will be your personal handbook. (When you’re eating in a restaurant do you choose what to eat based on what you feel like eating? Or do you choose something based on the price in the menu?) Everyone has a turning point and their own story to tell, when enough really is enough.

Do you feel inadequate that you can’t give your family the quality of life you want to provide for them?

Are you tired of putting in long hours to make your boss even richer?

Is your offline business struggling, or just reached a plateau that you can’t break through?

Have you lost or fear for your job in these uncertain financial times?

Do you desperately want to turn your financial world around, but don’t know how?

If you feel bewildered, angry or frustrated with the amount (or lack) of money in your bank account then you are not alone.

A quick disclaimer...

Money Alone Cannot Make You Happy

However, having said that, money can make life a whole lot easier.

Looking back to the first time I traveled around Central Australia in my early 20’s, I don’t know how I survived. Basic things such as transport, food and shelter was such a struggle for me.

Days were spent with my thumb out trying to hitch a ride. I frequently found myself with no money in my pocket, and had to rely on the kindness of strangers to house and even feed me.

Eleven years later, I traveled the same route in Central Australia (with my wife and daughter in tow). This time I enjoyed helicopter rides, a luxury hire car, eating whatever and sleeping wherever we wanted.

And I loved traveling the same route not thinking about the price of everything.

It was so much easier and more fun having money. So many more choices were made available to us simply because we weren’t on a budget.

Thankfully money was no barrier this time.

Lack of Money Can Wreck Lives

It’s true. Marriage break-ups, general unease, emotional stress and even suicide have all being attributed to not having enough money.

Many top medical doctors now attribute up to 80% of disease to stress. Stress often caused by the lack of money, the stress in creating it, or the relationship issues caused because of it.

Why Read This Book

How many people’s lives would be more peaceful if money allowed them to live as they wanted? Perhaps your own life?

If you don’t have as many funds as you would like, then don’t accept this as your fate.

Do something about it.

How much (or how little) you want to increase your income is up to you. Being a victim to circumstance never helped anyone.

Whether you want to create the next Google, replace your current job income or buy your children new shoes—your dreams are your own.

By doing the right things in the right order, and by being committed to achieving your goals, you too can find success.

When you do different things you’ll achieve different results. If you want a different outcome it makes sense that you must take a different action.

The sooner you do something different about your money situation, the quicker you’ll enjoy a richer outcome.

Let’s discover how to research, create, and launch your own product. By the end of this book you’ll have a complete A to Z of information that will allow you to start, sustain and strengthen your online business.

There Are Only 3 Ways of Making Money Online

That’s right. Online you can only make money in three ways: as an affiliate, as a product creator or as a service provider. Everything else is simply a variation of one of these methods.

1. Affiliate

In this category I also include models such as AdSense and Cost Per Acquisition (CPA). They’re all the same whereby you are creating traffic for someone else and either paid per click, per lead or per sale.

The fewer variables that you can have in an equation, the more sustainable and passive your business can be (and the less chance there is for failure).

Being an affiliate for somebody else’s product can be a great way to get started with minimal setup. However, you are at their mercy.

As mentioned, I know many people who lost their income overnight by relying on these models. That was a huge shock for all of them.

Their commissions vanished overnight and there was nothing they could do about it.

That’s why whether you choose to be an affiliate or not, it’s best to be making money in a situation where you have more control.

I know many ‘gurus’ teach that it’s best to start as an affiliate, and in some cases they may be right. The majority of time though, I think they have it the wrong way around.

Become a product owner first, affiliate second. (See point 3 to understand why.)

2. Service Provider

Being a service provider could be anything from offering hosting, to providing copywriting or SEO services.

There is a lot of potential in this market, but be warned, it usually requires long-term investment of your time or money.

Services can be difficult (though far from impossible) to scale. For example, if you are a copywriter the only way you can take extra work past your limit is hiring more people to do the work for you.

Being a service provider can create great value for your customers and produce some excellent long-term income. However, it does require long-term maintenance.

Why Read This Book

This model is very difficult to set and forget and may not be the best for anyone just getting started. If you get it right though, you will be rewarded.

For offline businesses already offering services, then this is not a problem.

The trick then is knowing how to leverage what you already have setup, and find ways to use the internet to scale or add backend income.

3. Product Owner

The other option is to own and market your own product. It’s true that product creation is the best way to create sustainable income that’s more likely to last in the long-term.

This is because you can control the variables much better and you’re usually not reliant on any third party.

You can control your product, the sales process, payment, delivery and your own terms of service.

Even if you are totally new to Internet Marketing you can create your own product.

Yes, you may feel overwhelmed or intimidated by the idea, but the truth is, it’s easier, more fun and more profitable than you think.

One advantage of having your own product is you can leverage the power of having your own affiliates working for you. Affiliates are a great way to get high converting traffic with no up front costs.

So now… the reason you should become a product owner before becoming an affiliate…

As a product owner you build a list of buyers, build authority and create credibility. You also have sales funnels, autoresponders and mailing lists.

All of which can be leveraged to make your affiliate promotion efforts exponentially more successful than trying to be an affiliate without them.

If you don’t believe me check out any of the affiliate competitions that are held.

Almost all of the top ten affiliates in any launch competition are product owners (not a coincidence).

5 Benefits of Creating Your Own Digital Product Why own your own product and why make it digital? Let’s take a look at these five main benefits in more detail…

1. Leverage

When you have your own digital product, you own an asset that you can leverage over and over again.

You’ve already done the hard work in creating your product in the first place. To turn your existing digital product into a different medium to make a new product is very easy.

Providing you drive traffic to your product, it will go out and work on your behalf 24 hours a day, 7 days a week while you get on and create your next product.

2. Instant Authority

Just like an author gets instant credibility for writing their own book; you too will gain instant credibility when you have your own product to put your name to.

You will be seen as an expert in a specialist area and you will be viewed as a credible source.

Why Read This Book

Note that authority and credibility is not the same thing, however they do often go hand in hand. Credibility with authority will give you the best potential in business. This is something that many offline businesses in particular do not take advantage of.

Think about it…

A massage therapist for example, may take advantage of their qualifications to build credibility. However, a massage therapist who has a product (such as a book or DVD training program) will also have authority.

If asked to choose between the two, the answer is simple for most potential clients. The therapist with authority will win 9 times out of 10, and can usually ask for more money too. We are preconditioned to expect to pay more for services from an authority.

3. High Return on Investment

Creating digital products doesn’t cost much; in fact, production costs are minimal.

In contrast, the amount of money you can make with a physical product (compared to what you put in) can be very high.

What you mainly need is your laptop and some good software.

That said, even physical products these days can be cheap to produce, and many services such as and www.dlwmmm.

com/fhqpublishing, make production and shipping simple.

Perhaps the biggest advantage of physical information products is the increased perception in authority. The author of a physical book will command more respect than the author of an e-book.

I recommend you make the most of both.

4. No Packaging or Postage Headaches

With physical products, you have to pay and organize your product to be packaged and then shipped off to each customer. Even if you have a company taking care of this for you, it still costs.

With a digital product there is nothing to package. The only thing you need to send is a download link to your customer’s e-mail. (This can be set up so the e-mail is automatically sent after they’ve purchased.) 5. You Build the List

As an affiliate, building a list can be difficult though not impossible.

However, not all lists are created equally.

When you’re the product owner, you build a high value list of customers (the most valued of all types of lists); and convert the best both for your own future products and for affiliate products you may choose to promote later on.

With digital products building these lists can be very easy. With physical products, it will depend on the channel you are selling through. If you are selling direct then this is a lesser problem.

If you are selling through an online service such as Amazon, they will take the order, the payment for you and ship the product out to your customer; however, you may not get the customer details to add them to your autoresponder list. Check to see if they will send you the customer details—many do, or will if asked, but some don’t.

Why Read This Book

Chapter 1.

Action Steps

• Decide what it is you want to get out of this book. Studies have shown that learning is increased when a student decides what questions they want answered before they begin.

• What do you hope to learn by reading this book?

• What are your objectives after finishing the book?

• Are you looking to make a small residual income to top up your primary income?

• Are you looking to quit your job and make a full time living online?

• Are you trying to expand your offline business?

• Are you looking to create a multimillion dollar internet company?

• There are no right or wrong answers, so long as you are truthful with yourself about what you wish to achieve.

• Write down your answers and you will increase the amount of value from your time reading this. Remember what you put in is what you get out.

• Unlike many books this is not meant to be a one-way flow of information, but a two-way interaction. I can give you the information, but you will need to take the action.

• At the end of each chapter will be a series of action steps. Please write down the answers to any questions, take the actions listed and complete all steps before moving on to the next chapter.

Chapter 2.

“Nothing can stop

the man with the right

Failure is the First

mental attitude from

Step to Success

achieving his goal;

nothing on earth can

help the man with the

wrong mental attitude.”

~ Thomas Jefferson

Failure is the First Step to Success

Failure is the First Step to Success

Every successful person you meet, hear or read about has failed, without exception (and not just once either).

Often the best learning comes from experiencing firsthand what not to do. You cannot follow someone else’s path to success exactly; we each have our own personal variation.

Don’t be afraid to experience things firsthand. Unfortunately many people who fall over, complain loudly to everyone about their ‘bad luck’. Worse still they stay put where they’ve fallen and don’t get up. Imagine if we had done this as children learning to talk, walk or talk—where would we be today?

Sometimes falling down will hurt. I lost tens of thousands of dollars on my journey to making many more. And I still lose a lot experimenting with new ideas and projects. But that hasn’t stopped me.

Every successful person has fallen, and every single one has gotten up and continued walking.

When you experience failure, pick yourself up, learn from your mistakes and then just keep on going.

3 Secrets to a Successful Mindset

1. Strong Desire

Right now does your life suck?

If so, this may be a good thing and almost essential to help you move forward. Don’t complain about it or use it as an excuse, instead use it as motivation.

If you could give anything to change your financial situation right now, this is good motivation to put your head down and start doing something differently.

Do you want to quit your job? Do you want to travel more often? Are you feeling unhappy that you can’t live life how you want to live?

Think about all the things you hate in your life. Then use this as ammunition to strive for something better. You deserve it!

2. Owning Your Results (good or bad)

When you experience success, you cheer; and when you experience failure, keep going.

Part of owning a success mindset is not blaming anyone. Ultimately, you alone are in charge of every success and failure.

When something goes wrong in your business, don’t externalize the blame on someone else. Take responsibility.

A failure mindset is when you blame your software. Or blame someone for doing something wrong. Or blame your payment processor.

During my days as a personal development instructor, I would teach my students that blame could be looked at as ‘B lame’. That is, you act like a cripple unable to change circumstances.

When you take responsibility you take back the ability to respond. It is this ability to respond to each situation that will allow you to create the ultimate outcome you are looking for.

Look to the big picture and quit being petty about things that don’t matter in the long run. Someone else is always far worse off than you, and many who were in much worse situations than you have gone on to become successes. You too can rise to the occasion regardless of your current circumstances.

Failure is the First Step to Success

3. Being Detached

This is similar to the last point, but almost paradoxical.

While you must own your results you must also remain detached from the outcome. Whether you succeed or fail, it’s important you keep a level head.

This will carry you through with grace and certainty.

Know that you won’t (and can’t) win every time. But when you do have a big success, all your work will be worth it.

You may put equal time, money and heart into 10 projects. Let’s say 6 projects fail miserably, 3 projects break even and one is a whopping success.

It’s hard to know which projects will fall flat and which will fly. What matters is that you consistently go after your goal.

Don’t fret and wonder which projects will work or not. Keep going. If a particular project looks promising, run with it. Keep going until there is nothing left that can be done.

Too many people give up just before the final breakthrough. You can run a 5000m race, but unless you complete the final meter you will never get a result.

If you are 100% certain that there is no future in it, then let it go and move on. Knowing when to quit can also be a good thing.

Just remember, your first success is the hardest to get to.

When you keep at it, you’ll be financially rewarded. And once you’ve made it, it’s much easier to create the next success.

Remember to enjoy yourself

Make business fun. For me, life is about enjoyment. Whatever you choose, do it because you love it.

Yes, if you chase the money you can be financially successful (despite claims by many ultraistic self help gurus), but you may not be happy. Choose both.

Business is just one part of life—a part of life that will probably occupy a large percentage of your time. It is because of this that often, the best businesses are the ones that are built by people out of passion.

Seeing business as a game can help you through the challenges and make it more enjoyable.

To be successful in any sport you must train hard, sometimes endure pain, and face your competitors. In the end though, it is the love of the game that will keep you playing.

Victory should be aimed for, but not the sole purpose. Have fun along the way and you will not only be happier, but far more likely to continue in the game and attain your goal.

So if your skills involve golf, maybe the best business that you’re going to create involves something to do with golf.

Internet Marketing is a tool.

It is not an end in itself!

The point is not to become another internet marketer who sells Internet Marketing products (unless this is an area you’re enthusiastic about).

Internet Marketing is there for you to use as a tool to create your business, or as a tool that your business uses to leverage itself.

Failure is the First Step to Success

Bonus Tip (The Secret Source to Success)

Build a team.

For me this was my tipping point (though I never realized this until after).

I will talk more about this later, but is worth repeating because it’s that important.

Like many (perhaps you?), I thought I would build my team once I had the money and became successful.

Truth was I could only become successful once I had built a team first. Talking to other internet marketers, the same was true for them too.

Once I made the money, then I could expand my team, but I still needed a team to start.

More on that later…

Chapter 2.

Action Steps

• Make a commitment to yourself to succeed. Tell yourself it is okay to

‘fail’. Remember, if you are not failing you are not trying something new, therefore are unlikely to be succeeding in reaching new goals.

• Go to and download the free software available Chapter 3.

“One can have only

there (sorry, for PC users only). This will help reprogram your mind for as much preparation

success. It runs in the background while you work, so no effort is required Forward Thinking

as he has foresight.”

on your side. (My net worth increased over tenfold within one year of Will Make You

~ Jim Butcher

using this.)

More Money

Chapter 3.

“One can have only

as much preparation

Forward Thinking

as he has foresight.”

Will Make You

~ Jim Butcher

More Money

Forward Thinking Will Make You More Money

Forward Thinking Will Make You More Money

Before you get started on your online business it’s helpful to sit back and consider what exactly you want to achieve, and why.

A bit of foresight can save you a lot of time, effort and money further down the track.

It’s wise not to rush in eager without some form of preparation. Instead position and plan your business from the very beginning.

Most people don’t do this; and then, most fail.

Be honest with yourself and your goals.

What would you really like to achieve? What outcome would you like your business to have? There’s no pressure to create the next Google.

Would you like to own a small business? Perhaps you want to keep your day job, but earn some extra money on the side. If so how much profit will your business need to make?

Maybe you would like to create a quick flood of money and then move on to a new business?

When you take time out to set yourself up for success and long-term profit, you can plan what to do in your business to ensure that happens.

The ideal position to be in, is where your product holds authority over your niche—where you lead in one powerful aspect, where no one else can threaten or touch you.

As well as setting yourself up for profit you have to be aware of your weaknesses. What are the main challenges that will impact your profitability and your journey getting there?

For many internet marketers it may be a fear your website simply disappears into Google’s ‘sandbox’. Is Google the main barrier to your business succeeding or not?

If so, what will you do to minimize the risk of this happening, and what are you doing to prevent this being the death of your project if it were to happen? Some things may be beyond your control, but planning for alternative solutions is not.

Is There Demand for Your Product?

Demand is needed for the success of any business. Without demand for your product, your business will never get off the ground. Unless of course you can create demand, but this is not for the light hearted, nor advised for the beginner.

For example if you sell food, people need to eat. That said, a lot of food is luxurious and not strictly needed, so it becomes a want. And it is often food that is ‘wanted’ that sells better than food that is ‘needed’.

Using Mark Joyner’s analogy… if you find a thirsty crowd, you’ll instantly have customers if you sell them water. If you‘re the only person selling water, you don’t need to create a sales letter. They’ll buy from you the moment they know you have what they want.

This makes business a whole lot easier!

How to Identify a Want or a Need

Use Google’s keyword search tool:

Type in your niche directly into the keyword tool to find out if there is a potential demand for it. See how many people are searching for your key phrase, for example ‘poodle grooming’ (or similar related phrases).

You can also get an idea how strong the competition is (this strength of competition is based on the number of people advertising on Google AdWords for a particular search term).


Forward Thinking Will Make You More Money

In an ideal world you would have a high search volume and low competition.

Just be careful though as this could mean that a keyword or niche is simply not profitable. Competition is not necessarily a bad thing.

While this tool is not 100% accurate it can give you a good idea of a niche’s potential.

You can also look for either global or local search results. This information can be invaluable (and it’s free).

There is often a lot of potential for local markets, which is great news for offline businesses. Conversely for offline businesses struggling in locations with low populations, or who have simply saturated their local area, the potential for global expansion is huge.


Look at the size of the market itself, and what you can sell on the back end. It’s the back end where you can make the majority of your money.

If you can find a way to continually sell to the same customers, then you can make more money with less effort. Many businesses will spend the same (or more) money on getting a customer as they will make in profit from the first sale.

You cannot compete against this type of business if your entire profit comes from only one transaction.

In the case of a dog training product, you could sell something consumable such as a grooming service or special vitamins for dogs. Something that needs replacing, replenishing or repeating that customers have to buy again and again.

Almost ever customer will be happy to buy from you again (provided they’re happy with your product) since they’ve experienced it before and you have already gained their trust.

Think of the soap you use. When it runs out, you’re most likely to buy the same soap you used previously.

Typically we’ll use the same product time and time again (unless something drastic forces us to change our choice).

Peer into the future and think how successful your product is likely to get?

What impact will your product have on your niche? And should your market die, will you be able to change tact and still profit?

Successful companies take advantage of new opportunities within their niche and change accordingly and quickly. They take their existing customers with them, as well as picking up new ones along the way.

Forward Thinking Will Make You More Money

How to Understand Your Competitive Position: 3 Ways You need to consider which factors are going to influence your business. On which levels can you compete on? And if you can’t compete on those levels, can you compete on a different level? (And if not, perhaps you need to consider another business model or niche.)

Here are three aspects to consider in helping you decide whether you can compete or not…

1. Pricing Influence

Perhaps the most common way for businesses to compete is on price.

Undercutting works, but may not be the best tactic. Although this may sound counter intuitive, sometimes increasing the price can also increase the number of sales.

Take a look at not only how much your product costs, but what influence your product has on your customers.

If your product can save your customers a lot of time and effort in doing something, what value are you going to price that?

You must educate your customers about why your product costs the amount it does. Break it down and spell out exactly what the benefits are.

Being the cheapest may just give you low profit margins and poor quality customers. By charging a premium, you can give a better quality product and/or service as well as make a better product.

With a higher profit margin you will have more to spend on marketing and advertising, allowing you to dominate more easily.

You will also attract better quality customers and leave them much happier for having done business with you.

Remember, one simple way to increase your price point is to create an authority status for you or your company.

Alternatively, maybe you have found a way to undercut the current competition. Many business have succeeded by finding ways to out price their competition while still providing a quality product or service.

If so, make sure you explain why, so that people will understand how you are able to beat everyone else and not cut corners. (Otherwise they may be skeptical.)

2. Quality

How easy is it for another company to come in and copy what you have done—to replicate your business model? You must think about this in the beginning, and assume other companies will copy you.

How can you differentiate yourself and make yourself stand out from future copy cats?

Your brand plays a big part in this. If your customers believe the experience they have with your product has certain benefits, they’ll be more likely to stick around when new players come in.

Think about how you can dominate the industry.

As well as copy cats, be aware of companies who come in with alternative products. Yes, price will be important for a percentage of customers, but not all. The features and/or quality will become more important here.

(And a quality product is more likely to stand the test of time against a cheap and cheerful product.)

What type of position do you wish to hold in your market? Which strategic benefit will your product have? And which strategic benefits will other companies have, that you won’t?

Forward Thinking Will Make You More Money

3. Marketing

In business you need customers.

Your ability to get customers will be largely dependent on your marketing ability. Good marketing will not only help generate new prospects, but also to pre-sell them.

Ironically this pre-selling is best done through education, not selling.

Teach prospects through your marketing why your product or service is best. For offline businesses this is where the internet can provide huge potential. It is also where information products can provide a lot of opportunity for backend products or services.

The sad truth is there are many great products out there that never make a cent.

They are well priced, offer great value and are even in demand. Yet they fail to thrive simply due to poor marketing.

On the opposite side there are plenty of average or poor quality products that do well simply because of a good marketing department. (Don’t become one of these.)

Think about the power each of these factors has. How can you structure and improve your business so you maximize the potential of each of these key areas?

Person Versus Company Branding

Some people will brand themselves individually as being ‘the company’, whilst others will brand their company with its own identity.

Be aware that if you brand yourself, then your company has a limited life expectancy. If you have a serious accident or die, so too will your company.

It’s also difficult to hand it down to someone or sell it if your name is ingrained in the company.

If this doesn’t concern you, then it is nothing to worry about.

Many gurus teach that people buy from people, therefore it is best to build a persona. I used to believe this too…

Then I realized people buy from places they trust.

If they trust a brand they are just as happy buying from that company as they are an individual. It can just take a little more effort building trust in a company compared to an individual.

With a company brand, someone else can easily take over without upsetting existing customers. This is because the value of the company is not reliant on you being the key individual.

Sometimes a company is excessively tied to a persona…

For example, Apple is a huge company brand, yet the persona of Steve Jobs has taken over the company to such a degree that if something happened to Steve, Apple could well plummet in the future (as happened in the past when he left for a while).

The same happened for Chrysler with the coming and going of Lee Iacocca.

On the other hand, Richard Branson and Bill Gates are prominent front figures.

Yet, Virgin and Microsoft as companies are not reliant on either persona to survive as a company.

Yes, Richard and Bill are very much in the public limelight, but their involvement in their companies is seen as separate from their individual selves.

Building trust has to be carried out regardless if you are the brand, or if your company is branded. More on that later too…

Forward Thinking Will Make You More Money

Chapter 3.

Action Steps

• Brainstorm—even if you think you know what your product or service is.

Write down all the ideas you may have and what else may be connected to them. Just go wild and allow yourself to think big. Don’t hold back no matter how crazy, unlikely or unconnected they may be.

There is time for editing these later.

• Structure your ideas into those you feel are most likely to succeed, most interesting to do and have potential to be scaled. You are not committing to anything yet, just starting your research.

• Go to the Google keywords tool and check to see what demand there is for your ideas.

• Decide in which ways you can be competitive with your different ideas.

What feature is unique or how will you differentiate yourself on price?

• Give some thought as to whether you want to brand yourself, or create a company brand.

Chapter 4.

“Do not repeat the

tactics which have

The Bones of Your

gained you one

Online Business

victory, but let your

methods be regulated

by the infinite variety

of circumstances.”

~ Sun Tzu

The Bones of Your Online Busines

The Bones of Your Online Business

It annoys me when I read about the lies, deceit and misconceptions I see about creating an online business, or taking a business online.

Marketing your digital product online is easier than you think.

There are three things you have to do. 1. Build a product. 2. Build a list of devoted customers around your specialist niche. 3. Then develop a relationship with the people once they’re on your list.

That’s it.

As more people like and trust you, the more easily you will be able to sell your products. Then, the more willing they will be to buy your future products.

What Will Your Product Be?

Before you start creating your first online business, it’s good to step back and decide what your actual product will be.

With a bit of foresight you can plan the future of your product(s), and maximize the sales process.

If you run an offline business, think about how you may be able to apply the specialist knowledge in creating a digital product.

I will try to give some examples for each of the following types. The trick here is to think laterally, and not focus too much on specifics, but the general concepts.

At the bottom of the scale, text products are the easiest to create, but will make you the least amount of money. And at the other end of the scale, software products or services are the hardest to create, but can return you the most amount of money.

Let’s have a look at the five product types...