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

332 Pages·2010·1.36 MB·English

by  David Lindahl

Table of Contents

Title Page
Copyright Page
PREFACE
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
CHAPTER 7 - Relationships Equal Revenues
AUTORESPONDERS VERSUS BROADCAST E-MAILS
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

Copyright © 2010 by David Lindahl and Jonathan Rozek. All rights reserved.

Published by John Wiley & Sons, Inc., Hoboken, New Jersey.
Published simultaneously in Canada.
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Library of Congress Cataloging-in-Publication Data:

Lindahl, David and Rozek, Jonathan.
The sixfigure second income: how to start and grow a successful online business without quitting your day
job / David Lindahl, Jonathan Rozek. p. cm.
Includes index.
ISBN 978-0-470-63395-3 (cloth) ISBN 978-0-470-77045-0 (ebk) ISBN 978-0-470-87200-0 (ebk) ISBN
978-0-470-87201-7 (ebk)
1. Electronic commerce. 2. New business enterprises-Computer networks. I. Rozek, Jonathan, 1958-II.
Title.
HF5548.32.L556 2010
658.8’72 2010007795
58.8 72—dc22 2010007795
PREFACE

Two guys wrote this book—David Lindahl and Jonathan Rozek—and we
intentionally wrote the book as if it were a conversation between two people, one
of whom is you.

You’ll see that we say things such as, “I hope you see the value in . . .” and not
“We hope you see the value in . . .” This is a more conversational and direct
approach than if you constantly saw alternating versions of: “We think . . . ,”
“Dave says . . . ,” “Jon built a . . . ,” and so on.

You’ll also soon see that the real secret to your sixfigure second income is not
in tangible products and not in gimmicks, but in honest and direct
communication between you and your customers. This book is our attempt to do
the same with you.
CHAPTER 1

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

This book is about how you can make a very substantial income—a full-time
income—by spending only bits and pieces of your time on the side.

You don’t need to take any leaps of faith and quit your day job, nor do you
need to sign up for any membership clubs or multilevel-marketing schemes. You
simply can follow my tested-and-proven advice and take one baby-step after the
next until you arrive at your financial destination.

If that sounds too good to be true, you’re right. There is indeed a catch, and
it’s a big one: To be successful in building an online business, you must ignore a
lot of conventional wisdom and advice. Whether it’s rattling around in your head
or someone’s telling it to you, most of it is a combination of lies, half-truths,
myths, and just plain outdated information on what it takes to be successful
online.

Before I depress you too much, you should thank your lucky stars for all the
garbage information published about building a business. It keeps down the real
competition and means more money in your pocket if you ignore it.

Some of this bogus advice is generated by your own brain in the form of
beliefs or self-doubts you’ve had for years. Other times you’ll get the advice
from well-meaning friends and family members.

Either way, it’s toxic. It’s my first task to clear your head of these beliefs so
we can go make a bunch of money.

Let’s consider these bits of bogus advice to be big Keep Out! signs on your
way to wealth.
10 GIANT KEEP OUT! SIGNS ON THE ROAD TO YOUR
ONLINE BUSINESS SUCCESS—THE FALSE BARRIERS
“I’m Too Old/I’m Too Young”

Buyers on the web don’t care how old or young you are—they only care what
you can do for them. That might be a selfish reality, but it works in your favor. In
fact, my (Jon’s) son, Tom, created his first info product when he was 14 years
old. He’s sold it across America for years and no one has ever asked his age. It’s
just not relevant.

The web is the ultimate merit-based marketplace: If you have what they want,
they’ll buy it.