bring your idea to life: 8 steps to build your information marketing business

175

Upload: faye-bond

Post on 10-May-2015

240 views

Category:

Business


0 download

DESCRIPTION

Bring Your Idea To Life: 8 steps to building your information marketing business. What's your passion? What makes you get up in the morning with a spring in your step? What are your hobbies and interests? Any one of your passions, hobbies or interests can be turned from a simple idea to a thriving successful business

TRANSCRIPT

Page 1: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business
Page 2: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

Bring Your Idea To Life!

Using 8 Simple StepsBuild Your Information

Marketing Business

By

Faye Bond

Page 3: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

Bond Global Enterprises

Page 4: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

© 2012 by Bond Global Enterprises

All rights reserved.

No part of this publication may be reproduced in any form or by any means, including scanning, photocopying, or otherwise without prior written permission of the copyright holder.

Disclaimer and Terms of Use: The Author and Publisher has strived to be as accurate and com-plete as possible in the creation of this book, not-withstanding the fact that he does not warrant or represent at any time that the contents within are accurate due to the rapidly changing nature of the Internet. While all attempts have been made to verify information provided in this publication, the Author and Publisher assumes no responsibil-ity for errors, omissions, or contrary interpreta-tion of the subject matter herein. Any perceived slights of specific persons, peoples, or organiza-tions are unintentional. In practical advice books, like anything else in life, there are no guarantees of income made. Readers are cautioned to reply on their own judgment about their individual cir-cumstances to act accordingly. This book is not intended for use as a source of legal, business, accounting or financial advice. All readers are ad-vised to seek services of competent professionals in legal, business, accounting, and finance field.

First Printing, 2012

Printed in New Zealand

Page 5: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

ContentsIntroduction........................................................12Chapter 1............................................................15

Step 1: Information Marketing Explained.......15Marketing Is The Key...................................15What is Knowledge Worth?..........................16The Success Formula...................................17

1. Mindset...............................................172. Mastermind.........................................183. Mentor................................................18

What is Information Marketing?..................20Information Marketing Gold Rush...............24The Gold Rush Model...................................25Creating Your Product.................................28Starting Your Business.................................30

Setting Up Your Inner Circle Infrastructure..................................................................30Your Core Group.......................................31You as the CEO.........................................31How Independent Contractors Work In Your Business............................................31Management.............................................32Accounting & Finance...............................32IT...............................................................33Marketing..................................................33Affiliates & JV............................................34Customer Service......................................35

How to Set Up Your Entity...........................35Your Entity & Legal Structure..................36Sole Proprietor..........................................37Legal Structures.......................................38Setting Up Your Bank Account.................41Setting UpYour PayPal Account................42Choosing Your Merchant Account Provider..................................................................43Payment Processors..................................43Setting Up Your Account System..............43

v

Page 6: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

Putting Your Policies in Place...................44Guarantees................................................44

Chapter 2............................................................46Step 2: Creating Your Business Model............46

7 Threads to Success................................461. You are Capable..................................462. Circle The Wagons..............................473. You Have To Believe...........................474. Make Decisions...................................485. Trust....................................................486. Be Uncomfortable...............................497. Take Action.........................................49

Strategic Planning Part 1: Laying Your Foun-dation...........................................................50

1. Summarize Your Dream......................502. What Is Your Passion?........................513. What are Your Assets?........................514. What Is Your Situation?......................52

Strengths...............................................52Weaknesses............................................52Opportunities.........................................53Threats...................................................53Trends....................................................53

Chapter 3............................................................55Step 3: Strategic Planning Part 2: Your Vision.........................................................................55

Your Vision................................................55Your Mission.............................................56Your Values...............................................56

Concept Development For Your Products....57What Is Your Experience?.........................57What Are Your Hobbies Or Interests?......57What are You Passionate About?..............57Do You Have Systems?..............................58What Can I Do To Help Someone Else?....58What Do I Know That Could Be Useful To Someone Else?..........................................59

Page 7: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

What Do I know That People Would Pay Me To Teach Them?........................................59There is Value in YOUR Ideas...................59What Can I Do Better Than Anyone That I Know?........................................................60What Can I Teach Someone Else To Do?. .60

Creating Your Product.................................61Types of Product Topics............................62

Concept Development – Could You Be A Reporter?............................................62Concept Development – Create An Au-thoritative eBook................................63

Niche Validity...............................................63Researching and Finding Niches........64Researching Keywords.......................65

Chapter 4............................................................68Step 4: Deciding on a Product.........................68

Just Ask! Marketing Campaign....................68Types of Information Products.....................69

Books.........................................................69eBooks.......................................................69Newsletters...............................................70Ezines........................................................70Articles......................................................70Special Reports.........................................71Workbooks................................................71Manuals.....................................................71Training Courses.......................................71Video Recordings......................................72Pod Cast....................................................72Membership Sites.....................................72Blogs..........................................................73Seminars and Webinars............................73

Marketing Funnel.........................................74Low End Products..................................75Mid Range Products...............................75High Range Products.............................76

Page 8: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

Personal Access.....................................76Getting People In Your Funnel..................77Opt-In Page Example................................77Not Everyone Will Love You Or Your Prod-uct… And That’s OK..................................79The 20 – 80 Rule.......................................79

Creating Your Low or Entry Level Product..80Chapter 5............................................................82

Step 5:Packaging Your Product.......................82Competition Analysis................................82Drilling Down On Your Niche Market – Con-quer and Dominate....................................83Determine Your Key Words.......................83Develop Your Product Brand....................84Identify the Infrastructure and Resources Required....................................................84Identifying Sales and Marketing Content Required....................................................85

Product Development...................................85Pricing Strategies.....................................86

Bundled Pricing.....................................86Time Pricing...........................................86Perceived Value Pricing.........................87Value-Added Pricing..............................87Coat-Tail Pricing....................................87Constant Promotional Pricing................88Payment Plan Pricing.............................88Discount Pricing.....................................88Variable Pricing.....................................88Penetration Pricing................................89

Packaging Strategies................................89Virtual or Physical..................................89The WOW Factor....................................90Stick Strategies......................................91Profit Margins and Costs.......................91Upsell Opportunities..............................91

Packaging You… You Are a Brand!...........92

Page 9: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

Differentiating Yourself In the Market Place.......................................................94Consistency In Your Brand....................94Setting the Parameters..........................94

Packing Your Product...............................95Setting Design Guidelines......................95Logo Design...........................................95

Chapter 6............................................................96Step 6: Marketing Strategies To Sell Your Prod-uct....................................................................96

Opt-in........................................................96Set Up AutoResponder..............................97Design Free Product.................................97Create Sales Letter Page..........................98Create Order Page....................................98Thank You/Download Page.......................99Set-Up AutoResponder Sequence.............99

Selling Strategies............................................99Step by Step Process.....................................100

Step 1 – Your Finished Product...............101Step 2 – Opt-in Page................................101Step 3 – Sales Letter...............................101Step 4 – AutoResponder Sequence.........102Step 5 – Implement Various Sales Strategies................................................102Step 6 – Repeat The Process...................102

Chapter 7..........................................................103Step 7: Building Your Products and Services To Make More....................................................103

Forced Continuity.......................................103Events.........................................................104Coaching and Consulting...........................105Raise Your Prices.......................................105Private Label Rights...................................106Summary....................................................107

Chapter 8..........................................................108

Page 10: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

Step 8: Creating Recurring and Passive Income.......................................................................108

Recurring Income.......................................108Passive Income...........................................109Recurring and Passive Income Strategies. 109

Memberships...........................................109Monthly Services.....................................110Affiliate Marketing..................................111

Passive Income...........................................113Royalties..................................................114Advertising..............................................114

Summary....................................................114Conclusion........................................................117

Acknowledgements

I would like to acknowledge my family for putting up with me.

Thank you.

Page 11: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

Introduction

What are you passionate about? What makes you want to get up in the morning with a spring in your step? What are your hobbies or interests? What can you not stop talking about? What is it that you love to do? Do you have systems, short cuts and strategies that can be shared with oth-ers.

Everybody has something inside of them that somebody else wants to know and they are happy to pay for it.

Any one of your passions, hobbies or interests can be turned from a simple idea to a thriving successful business.

Believe me, if you are saying to yourself right now, “I don’t know or I don’t have any experience or I don’t have any knowledge,” then you are wrong. You could not have managed to get through life and be where you are today without some knowledge, some experience, or some sys-tems that you developed.

The world desperately needs your knowledge, your experience, your know-how. People are cry-ing out for information that others have learnt. An you have that knowledge.

So let’s Bring Your Idea To Life and at the same time build YOU a successful information market-ing business.

Page 12: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

So where do you start? The best place to begin is by picking what you like from the existing suc-cessful online business models already out there. Talk to and follow others who have already made money in the niche that you have chosen, and then study their techniques and implement their strategies.

For me this was the turning point, because after struggling online for a while I decided to do just that, I found a successful Information Marketer that I could ‘connect with’. Someone who has the same values that I have! Someone, who would guide me and show me what my next steps were, someone who could be my mentor! I eventually found Deb and after listening to her speaking I knew that she was the one person who could show me how I could grow my business online and become successful. I had found myself a ‘mentor’.

And from that point on my business has contin-ued to grow, I have continued to grow and now my family and I are reaping the rewards.

It’s now time to do a U-turn, the turn back the clock and show you exactly what I did, what steps I took and in what order. Because to take your idea and turn it into an online business and be-come successful you need to know when to do it, how to do it and then you need to do it.

So to give back, I created a business model based that other people are following and creating their own successful online businesses.

That business model is called the Strategic Mar-keting Roadmap. This system, a simple 8 step-by-

Page 13: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

step system, has been designed for those who are starting their online business and also for sea-soned marketers who want to take their business to the next level.

I want to take you on a journey, a journey where you will learn how to set up and run your suc-cessful Information Marketing Business.

Your goal throughout this book is to take one step at a time. Learn each step, implement it and master it before you move onto the next step. This is how you are going to build your Million Dollar Information Marketing Enterprise.

Are you ready to take the ride of your life, well buckle up, hit the ignition switch and hold on!

Action is the real measure of intelligence.

Don’t’ wait. The time will never be just right.

Your big opportunity may be right where you are now.

Napoleon Hill

Page 14: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business
Page 15: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

Chapter 1

Step 1: Information Market-ing Explained

The key to being successful in this business is to learn the business.

Whether you are just starting out in information marketing or you are a seasoned marketer, the only way forward is for you to take action. You have to make this happen. This book will guide you, encourage you and push you along your jour-ney to creating your million dollar information business enterprise. There is a quote that I want to share with you from John D. Rockefeller, a multi-millionaire in the United States, and he said:

“The road to success lies in two simple principles. Find what it is that interests you and that you do well and when you find it put your whole soul into it with every bit of energy and ambition and natu-

ral ability that you have.”

Marketing Is The Key

The reason why I have created this book is be-cause most information marketers or en-trepreneurs wanting to become information mar-keters leave out one key ingredient that can make them or break them, and that ingredient is called – Marketing.

Page 16: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

Most entrepreneurs aren’t trained or educated as marketers. They don’t understand how essential marketing is to their business in order for them to start, sustain, or grow their enterprise.

A typical business owner has special expertise in whatever service products they offer through their business. You too have specialized expertise that you have gained through education or your profession, but you probably have not been trained in the business of marketing. In fact, be-cause of the lack of knowledge with most en-trepreneurs, the typical business owner approach to marketing is fire, aim and then ready. Guess what? They don’t hit their bullseye with this method.

If you don’t know what you are shooting for, how are you going to know if you hit your target?

Your business should be laser focused on this sys-tem. This system is your roadmap to success in Information Marketing and is comprised of four easy parts representing your systematic approach of Ready, Aim, Fire and then hitting the bullseye!

Marketing is where the money is made in this business. In fact, you don’t have to be technical and know how to build websites, or know how to set up membership sites, or know how to do blogs on the Internet, what you need to know and so is marketing and outsource the technical compo-nents.

This principle not only applies to the tactic of marketing your information on the Internet but to the bigger picture of your business which is infor-mation marketing. Regardless of whatever tactic

Page 17: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

you use to sell your information products or ser-vices, just remember it is marketing first and marketing is always a continuous process. Savvy business owners are catching on to this and start-ing to realize that marketing is the key to their success. They are taking the time to invest in this knowledge to get results and reap the rewards.

What is Knowledge Worth?

The Success Formula

This is the opportunity that is in front of you right now. Let’s talk about the success formula and how you can do this, how you can change your thinking and look at this differently to achieve wealth and prosperity. This is the Success For-mula and there are three methods to achieving success. It’s like a three legged stool when you think about it. Without any one of these legs or key methods, the stool will not stand upright, it will fail, and so it is with the key methods. With-out any one of these you will fail. Together with all three you will succeed.

1. Mindset

The first method is your Mindset. You have got to change your thinking. When you change your thinking, you can change your life. You’ve got to shift your mind and start thinking differently. Start thinking of yourself as an expert, start thinking of yourself as an information marketer, think of yourself as an entrepreneur, think of yourself as wealthy and having great things that

Page 18: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

you have always desired, being able to do what you have always wanted to do.

Don’t just think about it but put it down on paper, write it down, write down your goals, write down your dreams. Make it happen! When you put it down on paper, it makes it that much more real or tangible.

Believe it or not, your subconscious mind will start to take over and start to achieve this and start to think this way when your conscious mind starts to take it in a different direction. This is how you create a mind shift. This is where you can change your thinking to change your life.

2. Mastermind

The second key method here is Mastermind. You’ve got to surround yourself with a master-mind team. You know it is commonly known that if you hang out with the same people, you will be-come like those people. Think about it. You start talking like them. You start dressing like them. You start behaving like them. Your knowledge be-comes limited because that’s who you are hang-ing out with.

Do you want to change? Then start hanging out with people who can sharpen your sword, who can challenge you, who are like minded, who want prosperity and freedom. This is the benefit of a mastermind team and together you can rise up and help each other and you can sharpen your swords.

3. Mentor

Page 19: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

The third key method to achieve success is to to get a Mentor. This method has delivered the greatest success over history and has become a number one method of achieving success and has been proven over thousands of years.

The Number One Method of Success Proven Over Thousands of Years…..Is When a Mentor takes an Apprentice and They…

Tell Them How To Do ITShow Them How To Do It

Then They DO IT!

This is where you are going to achieve the great-est success. Success leaves traces. This is where mentors have, over time, taken their apprentices and have told them how to do it. They have shown them how to do it and then they do it. You can go back over history since ancient times and see the success that has occurred from applying this method.

Now I teach all of my students to think in this manner and I want you to take a moment and think like this too. Sometimes when you are try-ing to think differently and you are trying to change your life, you get consumed. You get con-sumed by others who want to take time and en-ergy from you and they constantly ask you to help them and do something for them. I want you to STOP! Before you help anybody else, we are go-ing to help you first. This is about putting the oxy-gen mask on you.

Have you ever ridden in an airplane? One of the first instructions that they give is if there is ever any type of difficulty on the plane, the oxygen masks will drop. You are first to put that oxygen

Page 20: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

mask on you. You do it to yourself first then you can help others. You can help the elderly. You can help children by putting oxygen masks on them. If you don’t put the oxygen mask on you first and you go to help others immediately you won’t be able to breathe. You will quickly run out of en-ergy. You will not be able to help them any fur-ther. You have got to take care of yourself first and then you can help others. It is the same in your life and in your business. I want you to keep that oxygen mask on you and then help others. One way you can do this is to ask yourself a ques-tion.

Am I helping someone else live their dream or am I helping to live my dream?

If you are working time for money right now, meaning that you have a job you have to go to, essentially you are helping someone else live their dream. Someone else sits at the top of that food chain, and it is their dream to have that business. It is your dream to have your own busi-ness and keep the money yourself and put the money in your pocket or bank account. This is what entrepreneurship is all about.

Ask yourself this pointed question. Time in and time out I guarantee you will have the opportu-nity more than once a day to ask yourself this question, and do not be afraid to answer it hon-estly. Do not be afraid to say NO. For example you can say, “I can’t help you right now I’m fo-cused on building my business. Once I get this taken care of, I will be able to help you.” In fact, not only will you be able to help that person but because you have created an immense amount of wealth and financial stability, you will be able to

Page 21: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

help many people. You can make a difference worldwide. Take the time and keep the oxygen mask on yourself and think through whether or not you are building your dream or someone else’s dream.

What is Information Marketing?

If you want to make millions in information mar-keting, then let me explain what information mar-keting is all about.It’s where you transform your ideas and knowledge into wealth.

Last year 752 million people spent over $864 bil-lion on line. Where did all that money go? It went to information marketing. I want you to think about that. When it comes to online, we are talk-ing about the Internet right now. That means that people went to websites to find information. Sure, there might be some physical products, there might be some tangible products, and some ser-vices that were offered, but it is all called infor-mation marketing. This is how it was presented to the public. And, that is $864 billion spent and 752 million people spent it.

Do you think there is enough money there to do this for you too? Do you think you would enjoy having some of that money? Do you think there’s abundance out there right now, that there is a target market waiting for you, for your knowl-edge, for your system, and for your products? Ab-solutely! The key is to package your information and get it out there so that people can access it. Again, I just want to point this out that you don’t need to know the technology, but you do need to

Page 22: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

know the marketing. That is what we teach in the Strategic Marketing Roadmap.

Let me show you how this works.This is the busi-ness of selling information products and ser-vices.That is what information marketing is all about. I’ll bet you are asking right now, how do I know if I am an information marketer and why does this apply to me?

Information Marketing is the Business of Selling Information Products and Services.

Before you begin you need to be clear and under-stand what information is and is not. First, infor-mation is a multi-billion dollar industry and there is still plenty of opportunity for you within this in-dustry. Essentially it is the business of selling in-formation products and services. Everyone, in-cluding YOU, has information inside that can be packaged and sold to customers that need your information, who needs your knowledge, who needs your shortcuts, and who needs your sys-tem. You know this information. This is what we call and refer to as books.

How many times have you thought about writing your book and putting it out there? This is proba-bly the most popular form of information product, however there are other products including: con-tinuing education courses; systems such as home study courses; maybe audio CDs; videos; DVDs; books; E books; manuals; newsletters; e-zines; coaching programs; membership programs; and consulting. All of those are information products.

Information Marketing is Bigger than Internet Marketing

Page 23: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

Information Marketing is a Business Internet Marketing is a Tactic. Information marketing is not to be confused with Internet marketing.

Information marketing is a bigger picture. It’s a business where you can make a lot of money sell-ing your information products using various mar-keting tactics. Marketing on the Internet is one of those tactics. This is Internet marketing. This is a tactic to sell your information. Seminar mar-keting is another tactic to sell your information. There is other marketing that you can do and those are tactics to sell your information which is memberships, affiliates, and direct mail. These are all opportunities that you can actually make a million dollars plus.

Each one of these tactics in Internet marketing can make your over a million dollars if done cor-rectly. You can make over a million dollars in seminar marketing. You can make over a million dollars in affiliate marketing or other marketing tactics. You can make some great money in each one of these tactics. Some people choose to spe-cialize in these areas meaning you have specific knowledge that you want to get out there and the way you are selling it is through one of these tac-tics. It does not mean you are teaching Internet marketing, doesn’t mean you are teaching semi-nar marketing or affiliate marketing. You don’t necessarily want to jump into that type of an in-dustry and teach that information because it is actually very competitive and it is very difficult to break in to.

Your greatest opportunity here to make money is to take the knowledge you have, take the re-sources, the experience, the education, to pack-

Page 24: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

age it into an information product and put it out into your niche market, your target market.When you do that and you apply all of these tactics, ev-ery single one of these multimillion dollar tactics, you will hit the “big kahuna” or bullseye. This is where information marketing resides. This is where the money really is.

That is why I’m teaching you a different way. You’ve got to understand that information mar-keting is different from Internet marketing. In-ternet marketing is only on-line. Information mar-keting is on-line and off-line. You can use any market- ing tactic.

So now that I have broken this down let me show you how it works. This is your money pyramid and essen- tially this money pyramid right here is how people are going to come into your fun- nel.

Page 25: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

This is actually an upside down funnel. If you were to invert this funnel, the wide brim would then be the top and would represent where peo-ple would initially come into your funnel (your business) and start spending a little bit of money with you as they are building relationships and start to get to know you. As they build a relation-ship with you and more importantly you build a relationship with them, they will become more comfortable and many will spend more money with you. It will be a small amount of money to begin, maybe a $39 product, maybe a $97 prod-uct and maybe they will do it over and over again or maybe other customers will enter the funnel and do the same.

The important part of this is that it is the begin-ning of your money pyramid, the beginning of your funnel. As those relationships are built and nurtured by you to your customer, the customer will spend more money. You do a disservice to them if you don’t offer them more information. You have to give them more information and teach them. This is what they are looking for and is where they are going to spend more money. As your customer relationships continue to grow stronger and more powerful, this is where they will spend a lot of money with you. This is essen-tially the bottom of your funnel where you will have your platinum customer group, perhaps your key students, your ‘evangelists’, your raving fans, these people will spend a lot of money with you. This is the Fort Knox billion dollar program and this is your money pyramid.

Information Marketing Gold Rush

Page 26: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

Now using that analogy I want to tell you about gold and where it came from. In the United States in 1848, the economy collapsed and people from all over the world rushed to Claifornia in the hope of finding gold and becoming wealthy. Peo-ple wanted wealth but didn’t know where to get money from. The people that rushed to Claifornia because that was where the money was became known as prospectors.

By the end of the decade approximately $595 mil-lion worth of gold was found. This is approxi-mately $12 Billion in today’s money, but you see this isn’t where all the money was made. What is really important to know about this story is that the people who sold the picks and shovels made the most money. You see it was not just picks and shovels that they sold, but they also sold maps. They got rich by providing maps, which is infor-mation, picks and shovels which are the tools. This is exactly like information marketing.

As prospectors risked their lives and rushed to bet everything they had on the long odds of find-ing gold, the merchants, the entrepreneurs, the ones who offered the maps, picks, and shovels, they were the ones who made the most money during the gold rush. Think about that. They are the ones that emerged to become the multi-mil-lionaires that we know today, Ford, Levi Strauss, Rockefeller. These were the people that provided the information and the tools.

The information marketers were faster to gener-ate revenue, were faster to profit than the prospectors. I want you to think about this be-cause the prospector is essentially the person who is working time for money, who wants to

Page 27: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

achieve wealth, who is out there trying to learn it and apply it. They are the ones who are needing the picks and the shovels. The people that pro-vide the information, YOU, the information mar-keter can make the most money here, but you must do it right to prosper.

The Gold Rush Model

The gold rush model identifies your target mar-ketplace. In the gold rush it was in California that the prospectors went to, specifically it was the hills of Claifornia. That is where the people who sold the picks, shovels and maps went to make their millions they went to where the prospectors were. Just like in your information marketing business, you are going to narrow your own niche to specific market place.

The more you drill down in your niche, the more gold you will find! That is why we are going to take time to find this target market place for you and your business. That way we can get right to this location, right to the target market and from there we will efficiently attract the prospects wanting the gold. They need picks, shovels and maps from you. They need the information in or-der to achieve their goal and find their gold.

When the prospects find their gold, they convert and they buy your information. They buy your tools and resources from you. They become your customers. The more that they buy from you, the further they will move into your marketing fun-nel. The prospector represents your prospect, who then becomes your customer.

Prospects Customers = Money

Page 28: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

This is a simple business model for you to under-stand. Prospects turn into customers. As cus-tomers build relationships with you they will start out buying lower priced products from you and will grow through your marketing funnel. The more they are committed to you and receive value from you, the more they will spend. You can move customers further into your funnel, spending more at higher prices, through new product launches.

For example: Launch for the Strategic Marketing Roadmap. This would be a funnel for my busi-ness. People are going to come into this funnel and they are going to purchase this system. As they consume this information and learn it, they will want coaching. They will spend more money to get this assistance. Fewer people will actually do that, but those that do will spend more money. The more coaching that they want, the more suc-cessful that they become, the more they are go-ing to want to go straight to the top and to men-tor more privately one on one perhaps, or be part of our membership program. That is where they are going to spend more money and they will be at the top of our money pyramid. They are going to continue to find gold through our funnel. This could be another opportunity. It could per-haps be a seminar business that we have where we are teaching and we are getting people into workshops and we are training. Perhaps they will grow through this marketing funnel to more specific boot camps and one-on-one training.

Each and every one of your products is a money pyramid for you. The whole intent and purpose here is to have more than one, both to grow your

Page 29: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

business rapidly and to higher levels, and also to reduce any risk from being reliant on just one stream of income. Again, we are building those layers with each one bringing in more income on top of the others. Each one of these supports an-other and each one also works independently. This is how your business will operate too.

As prospects enter into your funnel, they are looking for meaningful business relationships and alliances. This is again where your relationships convert them from prospects to customer. You are there to sell maps, picks, and shovels. These are your information products and tools. This is where you are going to make your money. The more the prospect digs for gold and finds it, the higher they go in the funnel and the more they will spend with you as they repeat the process.

When they have found all the gold, they become your customer, and essentially this is where the gold turns into cash. They are paying cash for content. That’s you being paid cash for your infor-mation marketing. That money goes into the bank. Remember this bank could have been Inter-net marketing, it could have been seminar mar-keting, affiliate marketing, article marketing, but this is where you can build those multiple income streams and depending upon which tactic you use, you’re making money here.

Remember you have more than one bank. You have a bunch of these tactics that you are using and all of that is going to be deposited into your Fort Knox. This is where you are going to make the big bucks because you are going to employ a number of different strategies to develop multiple income streams in your business model.

Page 30: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

Creating Your Product

So let me explain this to you about your product. You have the opportunity to make millions in in-formation marketing. You have expertise that oth-ers will pay you for. Think about it. You have knowledge from your profession, your education, your hobbies, your sports, your interests, your life, being a parent, a boss, a student, a stay at home mom, stay at home dad. It is your way of doing things. You have experiences, positive and negative, that others could benefit from. It is your shortcuts, your systems, your processes, all of this you could package as an information product and make money with it. You’ve got to think dif-ferently. You’ve got to teach what you know and do it better than the others and you need to do it differently.

Why do you want to have your product? You want to have your product essentially as it is 100% yours and you reap all the rewards. You control the information, the marketing, the sales and the customers. You can also have affiliates sell it for you. What that means essentially is that you are duplicating yourself.

When you sell your product you keep 100% of it and you also gain a customer on your list. When you sell other peoples products as an affiliate however, you only earn a % commission on the sale and effectively hand the customer over to the product creator and they gain the customer on their list.

When someone else sells your product, they do so because they don’t have information products they can sell themselves. They need to use some-

Page 31: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

one like you to create products so that they can sell them as your affiliate so that they can then get a percentage of the sales of your product, and you are okay with that. You are okay with allow-ing affiliates to sell your products because it is a way of duplicating yourself. By affiliates selling your products, they are bringing new prospects, new customers into your funnel. Your list contin-ues to grow. Your customers continue to grow. You continue to benefit through incremental sales.

Do your affiliates benefit in that sense? They don’t. They only benefit from the percentage of sales they get as commission from selling your product once. You get the money for the sale, you get the list, and you get the customers and the opportunity to build an ongoing relationship with them. If you sell directly you get 100% of the rev-enue. Bottom line is that you get it all. That is why I am teaching you to create and make your own product.

Do you have a problem with that? Do you have a problem with keeping all the money? No, that is what information marketing is all about. You can’t be afraid of making money.

As a matter of fact, when I talked about how changing your thinking could change your life, you have got to start thinking bigger. If you have been thinking all along that you wanted to create a $100,000 and that is all you can achieve then that is the ceiling you have set for yourself and you are unlikely to achieve or break through that barrier quickly. You are not going to just create a million dollars, you want to be a multi-millionaire,

Page 32: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

and why stop there? Why not become a billion-aire.

There are more billionaires in the world today than there has ever been in any point and time and it is happening faster than ever. Forbes has said that one of the key traits of a billionaire’s success is that they are self made. They have in-formation marketing products. They are decisive, they take action. Once they make money, and they put it to use; they have residual income and passive income. It is the building block for their success and it is those building blocks that we have incorporated here into the system for the Strategic Marketing Roadmap. This is what you need to do. You’ve got to start thinking large and in charge where you are making more money than you ever imagined.

Your Goal = Your Own Product

This is your information marketing enterprise and the goal I want you to set right now is to own your own product. YOU are going to keep all the money. This is where you have that opportunity to own your own product… to create your prod-uct, own it, and then sell it and you can keep all the money. This is all about information market-ing.

Think about what type of enterprise you want to create and what type of information marketing products you might create.

Starting Your Business

Page 33: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

Now that I've laid the foundation of understand-ing the Information Marketing business for you, let's turn the corner here and start talking about it as your business and what you need to do to prepare the way. There are steps you need to take to prepare yourself not only for success but also to mitigate and reduce risk. This is the smart way to begin your business, and each of these steps is fundamental for building a solid foundation for your business.

Setting Up Your Inner Circle Infrastructure

One of the key things that you need to know now is, who should you start getting on your team to start supporting you? This is not going to be so much about outsourcing all the components be-cause this is going to be about your inner circle and when it gets into the next level I call that the outer circle. Then there are also going to be tools that we talk about.

Your Core Group

What I really want to talk about is your core group. This is what you call your inner circle and this is what you need to have to support you to assist you as you grow your business. Let me show you how this is going to work. You see with your million dollar enterprise first and foremost there is you, and you probably need to start thinking of yourself in a different light.

You as the CEO

Page 34: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

You are the CEO of your business. You are think-ing like a millionaire and you have this informa-tion marketing business that you are creating and growing. Guess what? Because it is just you and because you are just starting out, you get to wear all the hats in the beginning. You are going to wear all the hats until you start growing and until you start making it happen. Once you start grow-ing and once you start building some revenue, then you want to start building your inner circle with key support roles. I have actually identified them as departments and then I’ve identified them as positions and who you might put in that position.

How Independent Contractors Work In Your Business

Now when you add someone to your inner circle, I don’t mean you are going to hire them. I don’t mean you are going to have employees. In fact I don’t want you to have employees. That is not how this business works best. You have your own business. You are the CEO and you can have a million dollar business, a multimillion dollar busi-ness with no employees. What you are going to have are independent contractors. They have their own business and they are creating their own wealth. You are going to outsource to them and they are going to provide services back to you. They do not reside under your legal um-brella. They do not work underneath you. You do not pay them a paycheck as such for a standard working week; you pay them for consulting work or contracting fees based on services provided.

Page 35: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

Management

After putting yourself in place as the CEO in the centre, Management is the first step to building your Inner Circle. When you start growing you are wearing all kinds of hats; marketing hats, maybe graphic design hats, maybe you are creat-ing products or websites, maybe you are studying trying to figure out how all this works, maybe you have to go down to the bank and set up your bank account. You have to worry about sales and cus-tomers. To begin with it is quite normal that you have to wear all these hats. Eventually however, you have to start getting some help otherwise your business will not grow to its potential, and you run the risk of experiencing significant prob-lems if you become overloaded and unable to fo-cus sufficiently on all key areas of your business.

Accounting & Finance

The next person or department that you are going to want to look at is Accounting and Finance. Logically you might start out with a bookkeeper. Keep in mind and remember I just mentioned here that you have your administrative assistant or your virtual assistant, and they can help you with bookkeeping to a certain extent, especially while you are starting out.

IT

The next step is going to be IT which is of course Information Technology. Now this is where you are going to have a person in your Inner Circle so

Page 36: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

that if you don’t know the technology side of things, you don’t have to worry about it.

You need to find the right person to get on your team so that they can help support you with this endeavor. This is going to be a webmaster or a programmer. Sometimes the webmaster is the programmer; and vice versa. This person can as-sist you in maintaining your computers ensuring your software and hardware run smoothly, de-signing websites and then creating and updating web pages for you. They can also reply to cus-tomer support queries, manage website security and monitor traffic to your websites. Your ‘IT Guru’ may be a generalist who has coding experi-ence to allow them to manage most aspects of your web operations, including acting as your server administrator.

Marketing

The next department you need to have for your inner circle is Marketing. Marketing is what you are going to be doing but there are key specialty areas that need to be covered and we will go into these in detail later on. Suffice to say, here in your inner circle, you need marketing. You are going to be doing a lot of this because it is what this business is about, and as my business part-ner Debra always says, “Marketing is a continual process”. You are directing the marketing and creating products; you’ve got the content. You need to be creating products and along with that there is copywriting.

Now in case you are not familiar with the term, Copywriting is the use of words and ideas to pro-mote yourself or your business. The word ‘copy’

Page 37: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

is often used to refer to any content that is in-tended for printing, however the term copywriter is generally used to refer to promotional situa-tions and is not restricted to just printed materi-als. Examples of copywriting that you would come across every day can found in magazine adver-tisements, newspapers, radio, television, and websites, and I am sure that you can think of oth-ers too.

Affiliates & JV

Affiliates are people or businesses that promote your products to their own list, and when this leads to a sale, you pay them a commission for doing so. They effectively act as your sales agent and earn commissions on a sales basis. Often they do not have products of their own, or per-haps your product may compliment their own, but what they do have is a list of people that they can market your products to. When one of the people on their list buys your product, your affili-ate earns a commission from you and you make a sale, but also importantly, you can then gain this customer on your own list giving you the poten-tial opportunity to market other product offerings to them directly in the future. Not only have you made a sale that you otherwise would not have made, but you have gained a new customer and grown your list.

A joint venture, or JV as they are commonly re-ferred to, is a different type of relationship to an affiliate. A formal definition of a joint venture is a commercial association between people or enti-ties who enter into a contractual agreement to engage in some common undertaking or project

Page 38: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

for joint profit. The project is usually ad hoc and not an ongoing arrangement and is achieved by combining the resources of the JV partners for the purposes and duration of the project gener-ally without forming a legal partnership. We will discuss joint ventures in greater detail shortly, as they are a great way to work with other parties on a project basis to your mutual benefit, while managing to keep your businesses separate.

Customer Service

The next department you will have is a Customer Service Department. Again, you are going to be wearing this hat at the beginning and that is okay because this is great knowledge and great infor-mation as you are growing your business. This is where you get to know firsthand what your cus-tomers needs really are.

Let’s say you have launched a product and they are coming back with questions. This is your op-portunity to refine your product and answer those questions. Perhaps they are asking similar ques-tions, perhaps they are asking for advanced infor-mation. Now you know what your advanced prod-uct should be, what the next product should be that you can create. It is a great way to really un-derstand the business and know what your prod-ucts are doing and not doing.

How to Set Up Your Entity

It is really important that you have some kind of legal structure when you are creating a business. Too often people get excited when starting out and rush straight in and skip this step, thinking

Page 39: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

that they can come back and sort it all out later. You have got to protect yourself and your busi-ness from day one, and this is essential to build-ing your business on a solid foundation.

I want to share with you some general informa-tion that will help you understand why this is im-portant and tells you how we do it in this industry to help get you going. The requirements and op-tions available are many and they differ from country to country, and the solution that may be best for you may not be the best for someone else. You must therefore seek professional advice from a lawyer or accountant so that the correct entity structure for your personal circumstances and business plans can be put in place.

Your Entity & Legal Structure

When starting out in business you have numerous questions to consider before ‘opening the doors’ of your new venture.The most fundamental of these is what legal structure or entity will you adopt for the venture?

There are many factors to consider when decid-ing on the right legal structure for your business, and your accountant or lawyer will provide pro-fessional advice taking into account your per-sonal circumstances and your specific business plans to help you make the right decision.

When discussing your options with your lawyer or accountant, factors to consider may include: Your business purpose and planned duration The scale of the business and the costs associ-

ated with establishing the structure

Page 40: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

The type of assets the business will acquire and hold

Limitation of Liability Management of the business and how the pow-

ers of control are to work in your situation Taxation advantages and disadvantages of

each structure Whether the structure should be set up in your

own country or overseas The funding needs of the business and the pos-

sible requirements of lending institutions Admission of new investors down the track How income and capital is to be distributed; Whether there needs to be provision for varia-

tion of the structure Requirements for expansion of the business Succession planning, and the ability to sell or

wind-up your business The desired legal relationship of all parties in-

volved in the venture.

Each of these factors needs to be considered carefully with respect to your own circumstances and business plans, and while this may seem daunting, your accountant or lawyer is an expert in this process and can guide you through the set up process and your entity can usually be set up quite quickly if needed.

Sole Proprietor

When you are starting out more than likely you have started a business and said, hey, you know what? I want to make some extra money. I have a job. I have a career, but I want to make some ad-ditional income. I am going to start out in infor-mation marketing and start generating wealth. Well, guess what? When you are at that stage,

Page 41: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

there is a fair chance that you probably have not set up a legal structure and are trading person-ally in your own name. This is what most people do.

In this situation you are called a sole proprietor and what you have done is put all your eggs in one basket. You are personally operating your business in your own name, and therefore are ex-posing your personal assets to the risks involved in your business activities. Unfortunately this is what many people do when starting out, and while you are small you can often get away with this, but it is not an acceptable structure for your business especially once you start to grow. As changing your structure after you have launched your business can be extremely difficult and costly, it is highly recommended that you put your legal structure or entity in place from the very outset and build your business on a solid foundation.

Legal Structures

If you are doing this right, what you really want to do is set up a legal structure so that as you make money everything is clean from day one.

From the very beginning you are protecting as-sets and perhaps you have some strategies in place to help minimize taxes depending on where you live in the world. You want to look at some type of legal structure as indicated above. You do not want to be a sole proprietor because let’s say in your new business you create a new product, and suppose somebody says there is something wrong with your product and it doesn’t do what it says it is going to do. In most cases this may sim-

Page 42: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

ply be resolved by offering a refund, but what if your customer claims to have sustained loss or in-jury from the use of your information?

Irrespective of whether the claim is valid or not, depending upon where you live and what your government laws are you could potentially be sued. Someone could try to hurt you and take your money or put some kind of claim against you. As a sole proprietor you do not have much protection. In fact, all of your eggs are in one basket and that means your house, your other in-come, all of your family assets are in this basket and at risk along with your business. Why would you want to risk that?

You need to take time to review the legal struc-tures that are appropriate for you regardless of where you live in the world. By doing so you can ensure that issues such as the following are ad-dressed properly: 1) You can protect you assets; 2) You can minimize taxes based upon what you have to do; 3) You can properly control your business; 4) You can secure funding if needed; 5) You can ensure flexibility for future growth; 6) You can provide for succession or exit planning for your business.

Naming Your Company … what’s in a name?Now there is another part of this that I often times see my students getting hung up with when they are creating a legal structure and they are creating a company, some type of a corporation perhaps (say an LLC in the United States or a Pty Ltd company in Australia), or a limited partner-ship, or whatever that structure is that is right

Page 43: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

for them. Regardless of the structure, I see peo-ple getting hung up on naming the company. Let me just give you some guidelines on naming your company.

Consider first if you want to name your company after yourself. This is relatively easy to do, and while some believe that using personal names can add credibility to your business, a problem with using your own name is that it may not be immediately apparent what products or services your business offers. Some believe that use of your own name also causes issues with confiden-tiality or privacy. You have used a separate legal entity to help protect your business and personal assets, so why then advertise these assets and your wealth to any unscrupulous individuals who may seek to take these from you. Chances are that anyone can find out who is behind the entity name anyway if they really want to, but why make it easy to become a target?

Another reason not to use your own name is for succession or exit planning strategies. If some-thing were to happen to you, you want your busi-ness to be able to continue on, and if necessary, be able to be sold without you. This can be quite tricky if you have built up a successful business empire based around your own personal name. You want your business to become a valuable as-set that can be sold if and when desired without your ongoing involvement, and therefore in many cases businesses would be more saleable when they are not tied to your personal name.

A descriptive business name makes it easy for po-tential customers to work out what products or services you offer, however these names then run

Page 44: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

the risk of not being able to stand out from the crowd. You should be careful in using a specific location in your business name, unless location is fundamental to your business offering. Doing so may limit your scope for geographical expansion and appeal. The same applies to your products and services, as if you are too specific or descrip-tive you limit your ability to expand your product and services offering without confusing your po-tential customers.

A combination of personal and descriptive names allows you add a personal touch but also to in-clude your products and services in your business name. Brandable business names also have popu-lar appeal, especially if they are easy to remem-ber, and you do not have to look far to come up with many that are well known worldwide (Ama-zon, Google, Microsoft) despite the fact that they have little apparent meaning. The problem with these ‘nonsense’ names is in educating your po-tential customer as to what products or services the business provides, and those brand names that have become world famous have usually only done so on the back of significant resources and extremely large marketing budgets to educate their target market audience.

Setting Up Your Bank Account

Setting up a business account at your bank is the next step you need to take. This is important and follows immediately after you create your legal structure, your entity. It is the next thing you need to do so that you can start collecting money in your separate business bank account.

Key Things You Need To Know

Page 45: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

Let me just share with you some key things you need to think about when you are getting your bank account. One is that you are going to need your completed legal paper work to present to the bank so they can set up your account under your company name and under your legal entity. One of the reasons why you want a separate bank account is because you want clean accounting. Having separate business accounts can also as-sist in applying for business funding, not just en-abling your application to proceed but also en-abling access to many flexible business finance products that are not available to the individual. You want to keep your personal information sepa-rate from your business information. You also want to protect your money because in this busi-ness of information marketing and internet mar-keting, and really any industry, this is applicable.

If there is any question of the money coming in and out of your account, the banks or merchant account providers may freeze your account and freeze your money. If you keep things separate obviously then you are going to have money somewhere else and your personal account can help you out. If you are building strategies in your business then perhaps you may have more than one account for more than one business that you might create to protect different aspects of your business.

Setting UpYour PayPal Account

When it comes to your business you need to be prepared to take the money. Don't miss out on an opportunity because you were not ready to ac-cept money and this really means through online payment methods.

Page 46: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

In starting out, I want you to keep your expenses at a minimum. You do not need a merchant ac-count right away until you have steady consistent volume in sales. The reason being is that you will incur monthly costs for the merchant account whether you use it or not.

Instead, begin your business by setting up a Pay-Pal account for your business. Remember this is about your business and this like the bank ac-count we have just discussed, so it needs to be kept separate. Do not use your personal PayPal for your business transactions... it is not profes-sional, does not lend itself towards your credibil-ity and does not keep the accounting separate.

You must have a business bank account set up first before setting up a business PayPal account. When you are setting up your business account with PayPal set it up with an email address tied to your business domain.

For example: [email protected] Remem-ber to put your company name and branding on the account information so that when you go to sell or take money for coaching or consulting, the customer recognizes who they are doing business with.

PayPal will be the perfect solution for you in the beginning. As you grow you want to be able to offer other choices and accept payment through your virtual terminal.

Choosing Your Merchant Account Provider

Page 47: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

Now, when it comes to merchant accounts, you really want to have the right company for the right industry. There are merchant account com-panies or merchant account providers out there worldwide. You could use almost anybody and they will tell you can use them, but the key is they need to understand your business and your business is information marketing. That means that you are going to have sales from products, you are going to have sales from consulting, coaching, and memberships. You will have sales from seminars. Do you think those sales are going to come in on a regular basis, depending on what you are doing? No. You are going to have spikes in your sales process and this is what you will need to explain to your merchant account provider.

Payment Processors

There are other payment processors you can use to help you manage the sales and one of them is ClickBank. ClickBank is an online market place where information marketers sell low priced vir-tual products. They help you to process the money, manage affiliate sales and pay you, your affiliates and make refunds on your behalf. A lot of marketers will use ClickBank in getting started and it is a great way to go.

Setting Up Your Account System

I have been leading you step by step along the way showing you what you need to do to start the process of building your business. You need to get your infrastructure set up, create your entity, get your bank account, and get your PayPal or merchant account set up. Well now you’ve got to

Page 48: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

start tracking the money. This is where you can handle the money, you can start processing the payments, your virtual assistant can do it for you or you can start getting a bookkeeper. Ideally, whoever is wearing that hat for your finances and for your accounting, they want to keep a formal accounting system.

Putting Your Policies in Place

It is very important that you have policies in place. These policies are Refund, Privacy, Terms of Service and Earnings Disclaimer.

You want to incorporate this into your sales process. If you are selling from stage, if you are selling somewhere live and you have a sales form, your policy needs to be stated on that form where the customer is going to sale.

If you are making a sale from the internet, that policy needs to be stated on the internet so that it is documented proof that it was there and the customer knew it and when they bought that product, you are in the clean. You want to show what that refund policy is.

Guarantees

The guarantee is a key marketing strategy that you want to incorporate these into the sales process. Think about what you go through when you are buying something. First of all don’t you look for a refund policy? You want to see how long you have to change your mind, right, be-cause you are a very astute business person and you are making business decisions so you want to

Page 49: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

know what your parameters are. At the same time you are looking for a guarantee.

One of the best ways to get conversion on sales whether it is on the Internet, on your sales letter, on the actual order form, or if it is actually a live sales document, is to provide a symbol of a guar-antee and show that guarantee there in the process. The purpose of this is to let your poten-tial customers and your existing customers know where you stand on the product. It is going to im-mediately infer the quality and value that you stand behind your information. It is your reputa-tion and your credibility and it infers that back to the customer. The purpose of the guarantee is also to assist you in securing that sale. It has ac-tually been noted and tested on websites if you put a guarantee in your sales letter page it does increase conversion.

Page 50: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

Chapter 2

Step 2: Creating Your Busi-ness Model

7 Threads to Success

This is your journey to success. There are seven of these threads that when you weave them to-gether, they become the fabric of our being, the core of our mindset which drives us to reach suc-cess. Take the time here to read through the 7 Threads to Success so that I can help you change your thinking to change your life!

1. You are Capable

You see a large part of success is controlling your mindset. You have to think differently and retrain your brain. Know that you are capable. We are all extraordinary human beings. We all have trials and tribulations. We all experience good things in our lives. Everyone is capable.

As one millionaire stated to me, we all have the same 24 hours in the day and we all put our pants on the same way. But the trick is here, don’t be just ordinary, be extraordinary. Let me say that again.

Don’t Be Ordinary… Be EXTRAORDINARY!

It isn’t what you do that makes you extraordinary. Rather it is what you do that is different. That is

Page 51: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

the key. It’s how you stand out. In other words… It’s what you do, it’s what you take action in and how you make that applicable and stand out and differentiate yourself from everyone else. Make the choice now to be extraordinary and realize that you are capable. You can do this and you can have all things that you truly desire... the success that you want.

A Journey Of A Thousand Miles Begins With A Single Step!

2. Circle The Wagons

The second thread to success is to Circle the Wagons. It is an old school idiom that means stop hanging out with the people who do not share your ideas and beliefs and instead circle the wag-ons or surround yourself with the right people. You want to surround yourself with the Master-mind team, people who can sharpen your swords and take you to the next level.

You become who you hang out with!

3. You Have To Believe

The third thread to success is You Have to Be-lieve. It is important then when you are laying the foundation within yourself, before you lay the foundation for building your business, you have got to learn not only that you are capable, not only to surround yourself with the mastermind team by circling the wagons, but you have to be-lieve that you can do this. I shared with you ear-lier also about your mindset to change your think-ing, and you can change your life. When you change your thinking you WILL change your life.

Page 52: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

You are tapping into the millionaire mindset. You are creating your own millionaire mindset right now. This is what you have to do to create great success.

To Be Successful You MUST Have GoalsAnd You must Write them Down!

4. Make Decisions

The third thread to success is that you have to Make Decisions. When it comes to your success, it is ironic that this one is here in the middle of the threads to success because it seems like when we are making decisions we are always in the middle. We always want to sit on the fence and say ‘Okay, may be I will make this decision – no wait, or I can make it’. You just need to decide to a make a decision and worry about the details later.

You want to make intelligent decisions so that you are efficient and effective and you are not go-ing to be spinning your wheels. That is part of planning. You also don’t want to sit on an oppor-tunity. If you have an opportunity right now in front of you for your information marketing busi-ness and you have some ideas for a product, you have got to make some decisions and take action. Don’t worry about the how to, when, or who’s go-ing to do it and what will they do. All of that will come later. You have got to make the decision first so that you can take action.

You Have Got To Be Decision In Nature!

Page 53: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

5. Trust

When it comes to making the decisions, you won’t have all the answers. This means that you have to Trust that others will assist you. You have to trust that the answers will come. Know that it is okay that you don’t have all the answers.

This is very typical in the business mindset and the success mindset and the millionaire mindset. Trust that the answers will come. We trust that the resources will present themselves when you need them. If you just take that journey of a thou-sand miles, one step at a time which beins with that first single step, each step of the way more is revealed. The key here is that you are trusting. Take that first step and then continually more for-ward in your business.

6. Be Uncomfortable

The sixth thread to success is to Be Uncomfort-able. I know this is kind of weird. I know this is something that you may not have heard before. But this is something my business partner shared with me and instilled in my and now I’m instilling it in you. I’m telling you that you have got to learn to feel comfortable being uncomfortable. What that means is that this is whole world, this whole mindset of achieving success is new and you have got to learn to feel comfortable being uncomfortable.

Have you ever wondered if fear is stopping you from success? Is making $1 million scary and is it too much to think of because you don’t know how you are going to do it. You have got to get past that line of thinking and trust that it will be okay

Page 54: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

and you know that if you are uncomfortable, if you are feeling butterlies in your stomach for ex-ample… then you are on the right path.

You Have Got To Learn To Feel Comfortable Being Uncomfortable!

7. Take Action

The seventh thread to success is to Take Action! I want you to be successful. I want you to have fi-nancial security and be able to provide for your family and your future. I want you to have your dream of that big beautiful home and all the fun things that you want to have, whatever it is that you are dreaming about. You know, what they call the American Dream. However, it’s not just American any longer because you see this is a dream that is held worldwide. Regardless of who you are, where you are, and where you live in this world, everybody wants to have success and to be able to live the life of their dreams.

So when you take action and you move forward this is where you are going to achieve success.

Strategic Planning Part 1: Laying Your Foundation

Now that we have covered these 7 threads to suc-cess, let’s talk about strategically planning your business model. This is where you start to lay the strategic foundation for your business.

Just like building a house, you need a plan a blue-print that shows you exactly what kind of house it

Page 55: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

is that you want to build. Is it two storey, how many bedrooms, bathrooms etc. What kind of foundation are you building here for your busi-ness? What is your business going to look like? How many people are going to be in your busi-ness?

Plans are realistic and they provide the road map and timeline for your actions. It is the tool for ef-fective decision making and management of your business. A plan can help you create momentum and keeps you moving forward and it will help you identify when you are off course.

Not everyone’s plan is going to be the same be-cause not everybody’s business is the same. And it all starts with Your Dream. This is your dream, not someone else’s dream!

1. Summarize Your Dream

Take the time to write down exactly what your dream is. What is it that you want to achieve? What is it that you want for your life? What is it that you want for your family? Or what is it that you want to do to make a differ-ence in this world?

Write this down and summarize it and keep this information in front of you, on your computer, or phone or wherever you are most so that this in-formation stays in front of you because this is your motivating factor. This is your WHY. This is what is going to keep that momentum going when you ask yourself ‘why am I doing this?... oh yeah, I’m doing this because of my dream.’

Page 56: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

2. What Is Your Passion?

The next step is for you to define what your pas-sion is. What are you passionate about in your life? What makes your heart sing? What gives you the bounce in your step?

Is it your kids? Is it your business? Is it something that you do well, something that you do in your profession? What is it that you love to do and is it an expertise that you can offer and teach to someone else.

You see, if you have got to work you need some-thing you love where you can make a difference because that is where you can succeed in life.

Identify what things you are passionate about and write them down.

3. What are Your Assets?

The third part of laying your foundation is taking stock of your assets. These are the tools that you are currently using. What are you doing in your business? If you are in business what have you done so far? What are you doing in your profes-sion, in your work, in your career that can make a difference?

What training tools do you have? What seminars have you attended? What qualifications do you have? What systems do you know? What experi-ences (unique or valuable) have you had?

What information is there currently that you can access and leverage to take you to the next level

Page 57: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

more quickly? This information can be anything that you already have in place that is available to you.

Take stock of your assets and write down what you have in terms of experience, knowledge, tools and resources. This could be books, home study courses, seminars that you have attended.

4. What Is Your Situation?

The next phase is your situation analysis or SWOTT analysis. SWOTT stands for Strengths, Weaknesses, Opportunities, Threats and Trends.

StrengthsStrengths emphasize the positive aspect that is internal to your business and that adds value or offer competitive advantages to you.

This is what adds value to your product and your marketing efforts. You may want to value your strengths by areas such as expertise, systems, short cuts, processes, contacts you might have, your reputation or information you have already written.

WeaknessesWeaknesses are factors that detract from your ability to have a competitive advantage. Weak-nesses might include lack of expertise in an area. Let’s say, you are building your information busi-ness and you don’t know how to design a website. That is considered a lack of expertise. May be there is a lack of access to skills or technology.

You need to identify these because if it is some-thing you can’t do or you don’t want to improve

Page 58: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

then it is very simple to address this and that is by asking somebody else to do it for you. Every-body has strengths and everybody has weak-nesses, and if you can identify and address your weaknesses then this becomes a strength.

OpportunitiesOpportunities access the attractive factors that represent the reason for your business, because of the potential you can realize through imple-menting your marketing strategies.

This means… what are the opportunities for your information business. Could it be untapped niches? Could it be that you are different. You have found a way to differentiate yourself and that is an opportunity. Could it be that you have found somebody that is doing what you want to do in the niche but you think you can do it better. That is an opportunity.

ThreatsThreats put your worst fears on the table and can help you plan for contingencies so you minimize any impacts of threats that might be there to your business. Threats are real and threats can hap-pen.

A threat includes factors beyond your control that could place your marketing strategy or the busi-ness itself at risk.

TrendsTrends complete your analysis because once you see a trend in the marketplace you can identify the direction that you want or need to take imme-diately. Trends are perhaps what is the latest and greatest in your industry. What do you see that is

Page 59: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

different right now? What do you see that is hap-pening?

A trend in website design is the use of the Word-Press platform. You see static websites are no longer the thing to do when it comes to Internet marketing and information marketing. Nothing wrong with a static website but when you want to connect and interact with your prospects and cus-tomers then designing a website using the Word-Press platform is the ideal method.

Page 60: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

Chapter 3

Step 3: Strategic Planning Part 2: Your Vision

Your Vision

The next step of the strategic planning process and to firm the foundation and make sure that you are pointed in the right direction is to define your Vision.

It’s important to know where you are going be-cause if you don’t know where you are going, how do you know when you get there!

The key to developing a Vision is fitting it to your unique strengths, your gifts, the passion, your dream and everything you previously defined so far in your strategic plan and to now bring it into focus.

Ask yourself these two questions. What would I do if there were no risks of failure? What would I keep doing if I didn’t have to work?

If you weren’t paid for what you are doing, what is your passion? Where would you be headed? What is that direction?

Everyone knows that when you want to achieve success, the greatest success that you can have is when you are doing something that you love and that you are passionate about. You’ve got to take this opportunity to define what that is.

Page 61: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

When you have a clear and concise vision, you can communicate this in your marketing informa-tion, your team, your outsource partners so that everybody is pointed in the same direction, and everybody is working towards the same goals. From here all decisions will be made on what you need to do with your business and the directions you are going to be taking.

Your Mission

The next step of this strategic planning is defin-ing your Mission Statement. Mission statements are short one to three sentence statements that defines the purpose.

Why you are in business? What is the essence of your company? It specifically defines what busi-ness you are in and why your company exists.

In this case, Bond Global Enterprises is in the In-formation Marketing Business. We are in this business so that we can provide resources, ser-vices, and products to assist our customers in de-veloping their information marketing business. We strive to go beyond our customer’s expecta-tions and strive to provide value and quality in all that we do. That is essentially our mission state-ment. That is our purpose for being.

Your Values

That last aspect of strategic planning is to define your Values. The values are your guiding princi-ples from which you operate. It’s going to be the guiding principles that key members of your staff,

Page 62: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

your partners, everybody to get aligned with and operate within these principles.

A value might be… To operate in a business like manner.” Another value is… “That marketing is a continuous process.” Another value is “We strive to have fun in our businesses and all that we do.”

Concept Development For Your Prod-ucts

In Information Marketing it’s all about your prod-ucts and how you develop them. To start you need to look at what you know and what you have learned.

What Is Your Experience?

Write down what your experience is. Is your ex-perience from your education, your schooling? What about work? If you are working or are re-tired, what experience did you gain from work? In your previous jobs, or current jobs, what is it that you have learned, the knowledge that you have?

Don’t dismiss anything that comes to mind as you can’t have manged to get through life and be where you are today without some knowledge, some experience, or some systems that you have developed.

What Are Your Hobbies Or Interests?

Write down what your hobbies and interests are? What is it you love to do? Do you like sports, race

Page 63: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

cars, sewing or arts and crafts? Do you like pets or cooking or perhaps dancing or singing? Per-haps you like playing a musical instrument or go-ing camping or travelling? What are your hobbies and interests?

What are You Passionate About?

Another important question that you need to an-swer is what are you passionate about? This ties in with your vision and what you are passionate about.

Are you passionate about your current profession and what you are working on right now? Are you passionate about your family? Are you passionate about your sport?

Are you passionate about your beliefs or your faith? Are you passionate about your hobbies? What are you passionate about?

Here’s a quote from John D Rockefeller III that I want you to think about.

The road to success lies in two simple principles: Find what it is that interests you and that you can do well, and when you find it, put your whole soul into it – every bit of energy and ambition and nat-

ural ability that you have.

Do You Have Systems?

Do you have systems, short cuts and strategies that can be shared with others? As you have gone through life your parents have taught you sys-tems or ways of doing things. Your teachers have taught you systems. Other mentors have taught

Page 64: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

you and perhaps friends have taught you short cuts as well.

Everybody has something inside of them that somebody else wants or needs to know. It’s just a matter of you bringing that to the forefront and bringing it out into an information product and packaging it and selling it.

What Can I Do To Help Someone Else?

When you think about all the knowledge you have and experience you have, if you could help some-one right now, how would you help them? How would you help them so they wouldn’t have to take the years that you took to learn it, so that may be they took just days or a week depending upon what your knowledge is?

How can they get inside your mind and learn what you know and pull that out fairly quickly. They just want the summary. They want the ‘Readers Digest’ version. They want the strate-gies. They want the system.

They don’t want all of the mind fields that you fell in to get there. They want to know where not to step. They want to know not only where to step, but how to run through the mind field so fast that they are not stepping on any mines, but they are learning the information and by the time they get through there, they know as much as you do.

What can you do to help somebody else and get them through that process or problem?

What Do I Know That Could Be Useful To Someone Else?

Page 65: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

What do I know that could be useful to someone else? This ties back in to your knowledge and it does not matter whether this comes from formal education or not. It could be what you have learned on your own or what somebody else has taught you.

What Do I know That People Would Pay Me To Teach Them?

This is a good question to ask yourself, however don’t assume that your information has no value. Don’t discount any ideas that you might come up when you answer this question by thinking that “this isn’t worth any money, nobody would pay me.” That is not necessarily true.

There is Value in YOUR Ideas

When it comes to your ideas, don’t think that your information is worthless, but instead change your mindset and think how much would they pay me for it? Start thinking in terms of your value! You are an asset and you are valuable.

You have got to control your mind here and con-tinue to think… “What I know is worth a lot of money… what I know, people would pay for.” Once you make this decision in your mind and you realize your information is worth money, your information is going to start flowing and growing. It will blossom.

What Can I Do Better Than Anyone That I Know?

Page 66: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

This is a great question because if you have gone out and been exploring opportunities as you’ve been thinking about your information marketing and you’ve done some research, you have seen what other people are doing out there in the busi-ness. The opportunity is for you to identify what you can do better or differently.

When you think about this and you put your mar-keting hat on, and you have your marketing mind-set, you go through the day thinking like this nat-urally. Whether you are at work, whether you are driving down the street, or whether you are see-ing advertisements, you see information or you have experiences that have you constantly think-ing—“I would do that different or I wouldn’t do it like that.” I would change this or I would change that. So this is a question that you could ask your-self, because the answers here could help define what the concept is for your product.

What Can I Teach Someone Else To Do?

If you had an apprentice what would you teach them? If you don’t know the answer to this ques-tion, think back to what you are doing in your profession, in your career. If the company had hired somebody and they put them underneath you, what would you teach them? What would be that system and process? There is an information product right there.

Creating Your Product

As you can see your own intellectual knowledge and expertise or experience that you have you

Page 67: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

can share with others and teach them… and ulti-mately create your own product.

Your product might be a low-end product to begin with and then you add more later to create a more substantial package or other courses that will continue to help your target market.

In starting out it is easier to create a product on the low-end say an eBook that might be 60-90 pages or a 1 to 2 hour audio recording. This product could be worth, depending upon the sub-ject and the amount of content, anywhere be-tween $29 or $39 to $97. You have your own product. You own it 100%.

If you sell it at $29 and you sell 100 of those. Well, would that not be a nice little chunk of change that you have in your pocket as a result of selling that? $2900 is a great amount. What if you could then sell 100 a month and you bring in $2900 every month.

Well, let’s just imagine that product continues to sell over and over again. It is on autopilot, so that money continues to come in. Now, you repeat the process and create another product. You continue to build your income stream, and this is what we are talking about. This is how it all works, and I’m going into the big picture again to show what you a glimpse of what you are moving toward as we are going through the Strategic Marketing Roadmap.

Types of Product Topics

There are many and varied topics that you can sell information on. From architecture, ballroom

Page 68: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

dancing, chiropractic care, dentisty, music to sail-ing, scrapbooking, travel and yoga. The list is endless. So don’t be constrained in your thinking. Start thinking outside the square, there are peo-ple who have problems that you can solve.

Concept Development – Could You Be A Reporter?

Perhaps you have run into a road block and still say I don’t know what information I have, then let’s look at it from a different angle. Could you be a reporter? Yes you can.

Let’s take a look at using your experience, hob-bies or passion. If your passion, for instance is about trucks, okay, let’s niche that down. Maybe it’s Ford trucks. I’m going to drill it down a little more. Maybe it’s Ford diesel trucks. Your passion is about Ford diesel trucks. Could you not find in-formation that other people have out there on Ford diesel trucks, and create an information product? Could you not find other people who have information products on the subject? Could you not go in and find information that you could use to perhaps contact these people and inter-view them and put this information together in your own product? You don’t need to be the ex-pert. Instead you can be the reporter and present the information that you obtain from other ex-perts. Now how easy is that!

Concept Development – Create An Authoritative eBook

Another product you can create if you don’t know what information you have then create an author-itative e-book on other peoples’ articles, you could go to, let’s say, ezinesarticles.com. Go to

Page 69: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

www.ezinesarticles.com, and take a look at a va-riety of articles that are listed there. There are topics and niches already defined. Depending upon what niche and topic you want to pursue, go in and find your category. From there, go in and find the articles that relate to the category, to the niches you want to pursue.

Take a look at those articles. Contact those au-thors and say, “Hey, I’m creating an information product and I’d like to incorporate your article into my information product. I would like to leave your information intact. I’ll leave your name, your website in there, but I would like to pull this to-gether. Do I have your permission to do this?”

More than likely, the people will say yes, because this is a win-win for them. If they are getting more exposure through you and you have left their name and contact information inside your product, then what they are doing is getting more exposure through you. It is a perfect win-win for-mula. At the same time, what you’ve done now is you’ve taken topics and a niche that you have drilled down on and have pulled them all to-gether, and you’ve got an information product with minimal time and effort.

Did you have to write anything? No. Did you have to do anything? No. Essentially, you are pulling these articles together and maybe you will have to format it, but now you have an information product. Now how easy is that!

Niche Validity

Now, when you’re trying to define your concept and you’re trying to define the niche, the number

Page 70: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

one question you want to ask yourself is, is it a vi-able market?

You see, you’ve got to determine if there is money in this market before you take any further action. We want to make sure there is money there and we also want to make sure the market is not saturated. We want to make sure that peo-ple can pay for it and that there is a need for it.

Remember, when it comes to creating a product, you want to define the need first, then provide the solution. This is the smart way to operate in this business, and failure to follow this system is one of the key reasons that people fail in Internet marketing. You don’t want to spend all of your time developing what you think is a great product loaded with information, just to find that the de-mand is for something different.

While you are carrying out your research it’s a good idea to write down everything that you come across, the topics, the type of products, the prices, the keywords, the colours used etc.

Researching and Finding Niches

Now you need to determine what those needs are by doing some quick research. There are several websites that you can go to to get ideas of what people are buying and what people are selling. These websites will give you some great market-ing intelligence.

The first website to go to is ClickBank and go to the MarketPlace. There you will find a list of cate-gories that include business, health and fitness, home and family, computers and the Internet,

Page 71: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

money and employment and so on. The informa-tion that is being sold on ClickBank is a great re-source in terms of brainstorming, finding your niche market, drilling down on your niche to de-termine the validity of your niche as a viable busi-ness market.

Another good website to do your research is www.compete.com. This is a great website where you can compare one website with another. You can track the results of what the competition is doing.

Continuing with your validity research go to www.lycos.com. This is a great place to go to when you want to search the top fifty search terms. This particular site identifies what people are looking for now.

Google trends is another resource for finding what some of the top trending topics are right now. This information is real-time. Some of this may not at first glance look like it could be appli-cable, but keep on searching.

A site that searches and ranks the top blog sites is www.technorati.com. Research this site to see what people are looking for and what their needs are. Explore it in detail.

eBay Pulse, is a daily snapshot of current trends, hot picks and cool stuff on eBay. This is what peo-ple are looking at now. Day by day. You can put information products on here and in fact you can find information products. You can promote semi-nars and events here. You can promote your ser-vices and build a list from eBay. This is another great resource for brainstorming and determin-

Page 72: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

ing what your concept is and determining the va-lidity in your searches.

Could you not put together an information prod-uct of any of your research – yes of course you can.

Researching Keywords

Knowing keywords will help you in your competi-tion research, writing copy with specific key words to increase optimization and search engine ranking, naming your business products etc. This is an exercise to perform and get familiar with as you will come back to keyword research time and time again throughout the course of building your business.

While still determining your niche and that it is a valid market that has money in it for you, we want to see again what people are searching for and what keywords or specific phrases they are using in their searches. There are a couple of tools that people use to find out what keywords people are using in their search for solutions to their problems.

There are free and paid for keyword tools avail-able on the market. Two free ones are:

Google Adwords: www.adwords.google.com

Word Tracker: www.freekeywords.wordtracker.com

Paid for keyword tool is:

Market Samurai

Page 73: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

http://bge.linktrackr.com/keywordresearch

Market Samurai is a paid for tool and will help you to determine the key words for your niche and identify how many searches are occurring within that niche and depending upon the num-ber of searches, whether that niche presents a vi-able business opportunity.

If there are too many searches in there then obvi-ously that is either too broad a market segment or it is a saturated market. Either way you would want to drill down further into a narrower seg-ment of that niche to get to an area where there is not as many advertising or presenting informa-tion products so you reduce the competition and then you can sell successfully within that target market.

These tools give you the opportunity to perform keyword research based upon a topic or initial key word, to see what is associated with that key word and in return to see the results or the num-ber of people searching using that keyword.

Page 74: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

Chapter 4

Step 4: Deciding on a Product

The first rule when it comes to deciding on a product is you want to Identify the Market. That’s what we did in Step 3. Through your re-search you also Determined the Need. You took a look at the viability of that market based upon how many people were searching for infor-mation within that market.

Just Ask! Marketing Campaign

The next step that you can take is to get even more specific with this target market. If you al-ready have a list of people in your market or if you know of someone who has a list of customers or prospects that is representative of the target market, then you could send out an email to that list and ask them, by simply saying, I am creating an information product, for whatever industry it is that you have defined that this target market resides in. Tell me, “what is the single most im-portant question you have about…” and then fill in the blank.

Keep the question simple that way you will get many and varied responses. From these re-sponses analyze and tally up to find out the top 10 responses.

Page 75: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

In a follow-up email to the same list say …thank you for all of the questions that you sent in. Here are the top 10…’ then list them.

Now for a quick way to create your product is to tell the list that you will be doing a webinar to an-swer these questions so they could find out the solutions. Record the webinar, get it transcribed into an ebook or tutorials and use the audio. What have you created now but a multi-media in-formation product!

Can you do this? Yes you can!

Types of Information Products

Information products can be packaged in a num-ber of different ways. One way to look at this is ‘clicks’ and ‘bricks’. Clicks being the virtual type of delivery for your product and information where people can access these through the Inter-net and they can get everything on line… by click-ing! Bricks on the other hand refers to products that are physical in nature, which will be deliv-ered to the customer in a physical form.

Books

Books are a physical product and this would be considered one of the bricks that you could use to get your information ‘out there’. Books are a great way to start getting people into your busi-ness funnel and a good way to start lead genera-tion.

There is a lot of advantage and strategy to physi-cal or printed books. You can gain instant recog-

Page 76: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

nition, credibility and authority faster with a tan-gible, physical book than you can with an eBook. You can get more of a global presence.

eBooks

An eBook is just like a physical, tangible book, however it is not printed it is all online. It can be anywhere from 30-40 pages to over 100 pages. The more content, obviously the more value and you do want to over deliver. When people buy eBooks they are expecting content and expecting information. The great thing about eBooks is that you can incorporate full colored graphics. You can embed information and links to sites that you want to drive people to. For example www.strategicmarketingroadmap.com where you can go to receive this course complete with one-one coaching from me personally.

The beauty of eBooks is that everything is done virtually and you don’t have to worry about stock-piling books and trying to sell them. Typically you can get more money from eBooks even though they are not physical and tangible, you can get more money because of their perceived value.

Newsletters

This newsletter is a physical copy where it is re-ceived in the mail. One of the benefits to physical copies is what’s called the ‘thump factor’. The thump factor means they have something tangi-ble that they can put in their hands and ‘thump’ down on the desk, they can physically touch it and they can reference it easily.

Ezines

Page 77: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

Newsletters that are done virtually are typically called ezines. It’s just like a magazine except it is the electronic version. The benefit here is instant delivery, instant publication, less cost, less ex-pense and again you have the opportunity to em-bed information.

Articles

Articles are what are typically found on blogs and is something that you should start posting to your own blog. These articles will not only help you to drive the traffic into your blog, because the more articles you write, the more page rank you can get with your blog because your blog is growing. You can submit these articles to submission sites and use them towards a press release so that when people find these on other sites, you have provided your contact information and your web-site address at the bottom of the article.

Special Reports

Special reports are typically a click type product. They are generally found on websites and blogs where they are exchanged for the visitors name and email address. This is how you get people to ‘opt in’ and where you grow your own list.

Workbooks

Workbooks are essentially where you can create information and it can be physical or virtual. It can be a click or a brick product. A workbook compliments the information that you are teach-ing by offering the student opportunity to fill in the blanks. It can complement a manual.

Page 78: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

Manuals

A manual is essentially all the information you have taken and you have compiled into a re-source which is much larger that a book and per-haps several hundred pages in preparation. Some of the manuals I have written have been over 300 pages and they are very significant; I have even created volumes.

Training Courses

Training courses are something that can be vir-tual or physical. You might do those live or you might do those over the internet or a live mar-keting seminar. Every time you speak or want to create your product, you can do that by creating an audio recording, getting that audio tran-scribed and now you create manuals, workbooks, articles, newsletters, books. This is how you can get your information. Do it once and get paid over and over and over again!

Video Recordings

Video recordings are where you teach something, you can then create an audio recording, getting that audio transcribed into a eBook or booklet.

Pod Cast

Pod Casting is another way to get your informa-tion out where people can download the audio, video or pdf into their iPod and listen to your in-structions. It is a bit like a channel on your radio or television. Your ‘podcasts’ are episodes of your program that you are able to distribute to sub-scribers over the web. Your subscribers will auto-

Page 79: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

matically receive each episode as you release it. Some people prefer to listen to training materials via a podcast while they are travelling for exam-ple, as this allows them to utilize their time more effectively.

Membership Sites

Membership sites represent a great residual and reoccurring income opportunity. You could use newsletters and eZines as a way to start member-ship sites. A content-based membership site is not just a chronological list of posts in a blog. It must publish different types of content, build long term relationships and loyalty by making mem-bers feel part of a unique community, and most importantly it should generate multiple revenue streams for you. It is specific to your target mar-ket and you are providing content resources and tools, and training specific to your target market through a membership program that allows you to get income on a monthly basis.

Blogs

Blogs are used in a number of ways. Essentially just know that it is a type of publishing platform and is different to static websites which are coded in html. Blogs are not just journals. They can be designed in any format you want and can be used for your company site, authoritative site, membership sites, product sites, sales letters, non-profit sites, etc. The sky is the limit. The greatest benefit of using blogs to publish your in-formation online is that search engines give this method of publishing higher preference over the static sites and this can help you with your search engine optimization and traffic generation. The

Page 80: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

second top reason to use blogs is that they are free and essentially anyone can do it and you don't need a web designer or staff to maintain your website.

Let me show you an example one of my sites www.fayebond.com This site is set up on a plat-form called WordPress and is treated as a blog. Another site of mine www.bondglobalenterprises.com is also on the WordPress platform but serves a different pur-pose. It is my company or business site. Sites de-signed on WordPress get faster page ranking and faster indexing in the search engines than you can with a traditional website.

Seminars and Webinars

Teleseminars, seminars and webinars are great opportunities to provide service and products to incorporate into your marketing funnel as an-other method of delivery. It doesn’t matter where your customers are in the world you can commu-nicate with them all at once, leveraging your time and allowing them to be part of a unique world-wide exclusive community.

Marketing Funnel

Your marketing funnel is comprised of several different layers. Each layer being different prod-ucts and different price points, and I have identi-fied them into 4 key categories. At the top is where your customers first enter your funnel are going to pay less money, and then as they move down through your funnel they will pay more money, and more money again, and then even

Page 81: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

more money, right down to where they get per-sonal access.

At the tope of the funnel, these are opportunities. These are lead generation activities. This is how you build your list, how you get people onto your list, how they go from prospect to customer when they first buy your low-end products.

At the start of the relationship they are going to buy products at the low end and as the relation-ship and the trust builds further they will go through the various levels of your funnel all the way to the top or high end product.

As the relationship grows you take your prospects from prospects to customer, building on that rela-tionship, and as you do so you are selling them into higher price points where the money is big-

Page 82: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

ger, the opportunity is bigger and the people be-come fewer.

As that relationship with your customer continues to grow you then start driving them through the funnel because this is where we really want to play, at the top end. You can’t get there however without the lower level steps. You need this lower level step to enable you to build those relation-ships. It is that important. In your information marketing business, you are going to have cus-tomers, a lot of customers at this level paying you for your information and for your products and services.

Low End ProductsThe top section of your funnel is where customers who participate in what is called the low end product. They are going to exchange their name and email address for something free. They will come into your funnel all the way up to purchas-ing something that is within the $297 price point. As example, you can sell ebooks for $17, entry-level memberships at say $39 per month. You can offer some mini course and some audio down-loads for $297.

Mid Range ProductsThe second level to your funnel is the mid range products. These products are going to range from between $397 and $1997 and they could in-clude home study courses, teleseminar trainings, seminars, webinars, and memberships.

High Range Products

Page 83: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

The high end product is going to range between $1997 and $4997. These are going to include your bundled packages.

Personal AccessAt the very tip of your funnel, this is where peo-ple will pay the most money and this is personal access. When it comes to our marketing funnel, depending upon our coaching services and what we provide for a day, our coaching and consulting services could be charged at $10,000, in some cases $15,000.

The customers at the low end level are going to need a lot of service. As customers move through your funnel, they spend more money, but they ac-tually require less of you. They require less con-tact, less customer service, less support.

What is truly ironic in this business is that when the customer spends a lot of money with you, $5,000, $10,000, $15,000, you hardly hear from them at all. They value you for the information you provide but they are the very astute cus-tomer. They know at this level they are playing big with you. They want your value. They want your knowledge and they will pay big money to get it.

This is exactly how my business is created. I have products at the low end, middle and high end. People play big and I play big. When it comes to creating your information marketing business, you’ve got to work on that mindset and start believing and knowing that you can play big at this level as well.

Page 84: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

What value is your knowledge worth? The value of your knowledge is what you determine it to be and you educate your target market and you tell them what that value is. It’s their perception based upon what you deliver and how you deliver it that is going to define what the perceived value is and what people will be willing to pay. If you over deliver and you under promise, youwill not have a problem achieving the top end level.

Some of the ways that customers come into your funnel are from you speaking, your articles, social sites, press releases, affiliates, blogs, social sites and ebooks.

Getting People In Your Funnel

While getting people into your funnel your goal is quality, not quantity. The number one method of getting people into your funnel and keeping them there and moving them through your funnel is re-lationships. Even though much of your marketing is via the Internet you are dealing with people not computers, so you must work on building those relationships. It’s all about the relationships.

Opt-In Page Example

Here is an example of when you get someone into your funnel. This is an opt-in page where they get something in exchange for providing their first name and email address.

Page 85: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

People visit the site, they see the opportunity to get something of high value and for FREE and in exchange they optin and provide their name and email address. Once you have this information then you can begin to communicate with them, sending them broadcast emails about opportuni-ties you might be offering, more valued informa-tion and communicate with them to just build trust and a sense of community. Through the re-lationship you build at the beginning, you have more opportunity then to converting them into your funnel to purchase your products and ser-vices.

Let’s look at one aspect of this to give you an over-view of how people can go through your marketing funnel.

Say you are speaking at an event you would col-lect business cards and incorporate these people into your marketing funnel. You could also drive people to a website where perhaps they could get a free report, or eBook, or that special report in exchange for their name and email address.

Page 86: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

Not Everyone Will Love You Or Your Prod-uct… And That’s OK.

What I mean by this is that you are not going to please everybody. It is going to be okay and you are going to have people come on to your list and leave and opt out. This is okay. Don’t worry about it. The only time you worry about a significant drop off on people who opt out is if you have launched something that did not convert cor-rectly. When you see that kind of activity, you need to go back through your process and see if you did something wrong.

As a general rule of thumb 15% of the customers are going to be unhappy because they perceived they got less than what they expected. 80% got exactly what they expected and 5% got more than what they expected.

Your job is to communicate the value, to continue to tell them how much they have gotten as a re-sult of building a relationship with you and buy-ing your product and service. I constantly do that in my funnel. I’m constantly teaching my stu-dents, my members, my customers about the value they are getting.

Your job is to educate your customers at the same time. You have to tell them what that value is and what it means to them and what it means to you and how you are over delivering to the extent and to the point you are using the words value, over delivery, exceeding your expectations in your copy. Remember 80% of the people are going to be very happy and they are going to be satisfied

Page 87: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

and they are going to continue to go through your funnel.

The 20 – 80 Rule

20% of your customers will become 80% of your income. That’s why you don’t want to be spend-ing your time trying to keep everyone happy by chasing up those who opt out of your list. When they go, they go. Focus on where the money is and keep those customers satisfied and even de-lighted by constantly under promising and over delivering.

Creating Your Low or Entry Level Prod-uct

Let’s now look at creating your product. You know your topic, you’ve carried out research to confirm that there is money to be made in your chosen topic, the next step in creating your entry level product is to go out and look at the competi-tion. Do some research on people who are offer-ing something similar to what you want to offer, whether its books or products.

Go to Amazon.com and research the topic. I want you to note the table of contents because this is an outline or framework of how the information was presented. You don’t want to copy them you want to glean information from what other people are actually doing in the same niche market and with your topic.

Page 88: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

Note down what key words they’re using to maket their book. Note what marketing copy they use; for instance the cover of the book has copy on it that’s called ‘persuasion copy’. There is mar-keting copy on the back cover and on the inside flap that describes the book.

Also check the reviews and take notes on what has been said. Perhaps a reviewer said the book could be improved by… whatever. Could you then do what that reviewer has suggested in your book? Yes of course you can!

You want to identify also if you can, who their tar-get market is, and that’s simply asking yourself a question. OK, this person selling this product, this person that’s writing this book, I wonder who their perfect customer is? You too have to re-member to keep your ideal customer in mind.

Also take note on the four P’s. Package, Price, Promotion and Placement.

Packaging – how is the book designed and what colors are used?Price – what is the price they are offering?Promotion – How is the author promoting it? Do they have a website for the book and if so what is their sales letter like? Do they have an author site?Placement – Is this book only at Amazon? Can it be found at other bookstores, either virual or physical?

TIP: Look at the dummies guides on Amazon – an amazing resource for content and design. Please, no plagiarizing – that’s not being a smart mar-keter.

Page 89: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

An eBook is the perfect way to have as an entry level product. It’s the beginning of your market-ing funnel.

To learn more about creating your next product and hitting the bullseye is to join my students and I on a road trip where using the 8 steps that I have outlined in this book you too can create and building the business of your dreams.

Page 90: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

Chapter 5

Step 5:Packaging Your Prod-uct

You have your topic, you’ve carried out some re-search and you’ve looked at the competition. Now we need to analyse the competition.

Competition Analysis

What success have they had? What have they done right and what have they done wrong? We look at their information, and we might even buy their product. We look at their website and their sales process and we evaluate their pricing struc-ture. We evaluate everything about them that we possibly can.

If the competition has a place where you can opt-in, do it and create a swipe file that is specific to that competitor, save all the emails. You need to know how you can fit into this market. You need to know how you can do it differently, what you can do better, where you can price yourself and what will make the sales.

If you can see what the competitors are doing successfully then, you have got some great tem-plates and models to utilize so that you don’t have to reinvent the wheel. Remember, no plagia-rizing – that’s not being a smart marketer. This is simply market research where you go in and take a look at the competition and you get the best in-

Page 91: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

formation you can and analyze it, and extract the best ideas that you can utilize in your product.

Take note of what you don’t like as you don’t want to make the same mistakes that your com-petitors have made.

Drilling Down On Your Niche Market – Con-quer and Dominate

What market are your customers in?

Let me give you an example of this. Let’s say, we have a student who is preparing information on financial resources and tools and how to build your retirement for women. In this case, she is going to create an information product on this particular topic. She might have some video. She might have a power point, and she might have some text, perhaps a manual that she can supple-ment. She would provide all of this within the tool. She could create a background that had dol-lar signs on it and pictures of women. At the same time, she would have the ability to access a library and template of information. Now, when she goes to deliver her content to her students, they can download this information fairly easily.

Our niche market, that we are developing our product for are first and foremost for Information Marketers. Because they are creating information products and they need to get it out to their cus-tomers, and they need something that is simple and easy and quick. This product could be used for the corporate training market. It could be used for universities and colleges. So our niche market could be fairly big, but because it’s a

Page 92: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

niche, we are drilling down and we are starting with information marketing first.

Determine Your Key Words

We are also, at this point in our research deter-mining our key words, so that we know what key words people are searching for with this product and we can utilize those key words within our marketing.

Develop Your Product Brand

Now the next step is to develop the product brand. This means we need to identify the name, we need to get a logo designed, and we need to figure out how we are going to package this. How we are going to price it, where we are going to put it into the market, how we are going to lever-age and utilize the key words and the key selling points that we are coming up with from our re-search, and how we are going to make the most of it.

You see, for the key selling points we are going to have our own ideas, but if you remember back in our competition analysis, our competitors already use key selling points that we can take out and use in our marketing as well.

Identify the Infrastructure and Resources Required

You have an eBook and you’re selling it for $17, your infrastructure is really minimal. You would

Page 93: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

need a website, merchant account provider or PayPal so that people can pay for your product and you would need an autoresponder provider so that you grow your list at the same time.

The resources that you might need could be peo-ple or tools. This could be transcribers for the content of your eBook. This could be a website and graphics designer.

A great way to think of this is that there is always a before, during and after. There’s always yester-day, today and tomorrow. Whatever your product is you have to think… What’s going to happen, before, what will happen during and what will happen after?

Identifying Sales and Marketing Content Re-quired

What is some of the sales and marketing content that you might need? You are going to need a forced opt-in page that will allow you to capture names and build a list. You are going to need a sales letter. You are going to need an order page, and a thank you page.

Product Development

This is where you start taking your research and applying it to building the right product or eBook. This is how you are going to differentiate yourself in the market place by offering a different method or short-cut or whatever. You can also differeni-ate yourself through price.

Page 94: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

To differentiate yourself from the competition you use custom features such as different colors and graphics that is relative to your needs and the target market industry you represent.

The next step is to get your graphics and website designed so that it is ready to go live when your eBook is uploaded to your site.

The next step is to write your autoresponder se-quence content that is specific to your target market.

At the same time as this is happening you are writing away at your eBook. You are over deliver-ing in your content.

When you create an information product and you set this up and you go to launch it publicly, and you tied it to your merchant account or PayPal, and your opt-in is set-up, be your own customer before you ever release it to the public. You have got to become your own customer and go through the whole process and whole experience.

Start with your own squeeze page. Opt-in to your own database. Get the autoresponders, just as your customer would. Read everything, from your opt-in to your sales page; click every link you pro-vide to make sure that everything works.

Order the product, and go through the actual or-der process and see how the delivery works. Did you get the Thank You page? Did everything work out fine? You can always refund yourself later!

Pricing Strategies

Page 95: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

Let’s now look at pricing strategies. There are ten pricing strategies that you should take into consideration when it comes to your product.

Bundled Pricing Bundle pricing is where you buy it all now and you get a discount. It’s where you bundle your en-tire product together with other products and bonuses to increase the value and you over-de-liver. If you were to purchase the items sepa-rately, you would pay more. So, bundled all to-gether, you would actually pay less, and you get more value. When it comes to bundled pricing, it can apply to products and memberships.

Time PricingTime pricing is where you raise or lower prices as you need, based upon certain events. Maybe you have a product launch, for example, and maybe you are going to offer this product at a lower price for everybody that buys now. For the first fifty people that take advantage, you’re going to get it at this discounted price. For the first fifty people that join my membership, you are going to get it at this special low price and you will be-come my charter members. Now you are creating an exclusive group and believe me this strategy converts, and this is one that gets huge sales. Af-ter this time, after this period, the price in-creases.

Perceived Value PricingI’ve talked about under promise and over-deliver. Then what happens is the perception in the eyes of the customer is great and the value is higher than expected. You have created high perceived value in your products. This is exactly what the customer’s perception of the value is. As the cus-

Page 96: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

tomer learns how much more value you deliver, even over and above what you promise, they will pay more based uupon their perceived value and how you educate them about that value.

Value-Added PricingThis is one of my favorites, because this is where you don’t discount your product, you don’t let people buy it for a discounted rate, but you add more bonuses. I particularly like this strategy when it comes to selling from the platform or stage. I never want to discount my product. I al-ways want to add to it and incorporate more bonuses. I want that perceived value to be higher and higher and I’m adding to that value by giving more than what was expected. It could be for ex-ample if you were to buy my product, maybe you get a free ticket to my next 3 day seminar or training or maybe get access to my membership for a month.

Coat-Tail PricingCoat-tail pricing is essentially riding the coat-tails of another product. You have got one product sold and you are trying to get another product sold. It is where the customer was going to buy a product and on the order page, we offered an up-sell where we said if you like this one then you may like this other one. We were doing coat-tail pricing and what we said at this point is if you get both of them, you can get it at a special price point.Constant Promotional PricingThis where you portray that you have a regular priced product or service, and you are essentially cutting back and slashing the price. Under this strategy you are constantly giving a promotional price and it is effective for first time buyers or if

Page 97: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

you are trying to break into a niche market and you want to undercut your competition.

Payment Plan PricingThis is where you offer the opportunity for the customer to purchase your product through a payment plan. Now, there are a couple of ways you can do this. If you had a product, say for $900 and you wanted to offer three different pay-ment installments. Customers would purchase the product and pay for it over three separate payment installments of $300 each. That is one strategy where you take the exact price and di-vide it by the number of installments. In this case, we divided it by three, but it could be done over more or less periods.

Discount PricingThis is where the more a customer buys, the less they pay. For example, we might say, “If you buy this product, you may get the second product we have at a discount.” We might even give it to you free. We are rewarding our customers because they are purchasing from us, and we are allowing them to get 10% or 20% off on their next pur-chase.

Variable PricingVariable pricing is where it changes depending upon certain variables. Meaning seasons, sales, events, product launches. Again, the pricing is going to change depending upon what the need is and your marketing strategy. Are you having a holiday sale? Are you having a sale for the New Year? Let’s say it’s a new year and a new mind-set, buy my product now. Here is the discount pricing we are offering for the New Year. Maybe

Page 98: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

you’re having a baby, a special anniversary, or birthday.Penetration PricingThis is where you have constant promotional pric-ing, and lower pricing because you are trying to break in. Penetration pricing essentially is where the information marketers will artificially charge a low price for their product in order to enter the market place. Once they are there, they then raise their price based upon the consumption and the market demand that you are creating.

Packaging Strategies

Here is an example of packging strategies. The product consists of an eBook, video, manuals and workbooks.

Virtual or PhysicalThe first question you want to ask yourself is, should you deliver virtually, should it be a physi-cal product or should it be both. It’s always going to depend. It depends upon your strategy, and it depends upon the information you are providing.

Page 99: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

There are some target markets out there that re-quire the product to be delivered to them physi-cally as they do not understand or their percep-tion of the value will not be as great if it is a vir-tual product.

You have to analyze your target market. What is the competition doing? Are they delivering the product information virtually or are they doing it physically or are they doing both, and do they give their customers a choice. There are cases where I will do only physical product because I want that thump factor and because I’m in a tar-get market that requires it.

When it comes to my students and customers, they prefer to get everything real time, they want it now. They don’t want the physical product. If they did, all they would have to do is download the information and print it out themselves. The benefit is, because my customers live in the the information marketing world, they live in Internet marketing; they are used to getting their informa-tion through the Internet. They want real time ac-cess. As a benefit to them, I can constantly go in and update the information and add more infor-mation and value. If there was a physical product, it would soon become dated and would be costly to reprint and distribute with any changes. When it is virtual I can maintain it real time. It main-tains itself as an evergreen product. That is a huge selling point that I highlight with my cus-tomers and my students. And if you opt to use this strategy and deliver virtually, that is a strat-egy you need to incorporate into your marketing and sales copy. That it is real time and evergreen, and that you are constantly updating and improv-ing that content.

Page 100: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

The WOW FactorThe second aspect to this is, whether you are de-livering your product virtually or physically, is you want the ‘wow” factor. You want the cus-tomers experience to just be amazing and you want them to say, “Wow, I can’t believe I got all of this for the price I paid. They must be nuts.” That is your goal.

Stick StrategiesWhen a customer buys your product, you want them to start consuming it. So incorporate in your product package, a quick start guide. When you think about it, and you buy, for example, a cellular phone, one of the first things you do is you get a manual and a quick start guide. It is a brief, short pamphlet that tells you exactly the shortcuts to get that phone on and get it working. We all want to see quick results.

In this case, with your information marketing product, your customers need that as well. That is a stick strategy. You are getting them to con-sume the information and start utilizing it straight away. So you want to build some stick strategies into the experience so they continue to say “Wow” as they work their way through your product.

Profit Margins and CostsProfit margins of course are not just driven by selling price, as cost is equally important, and again this industry has a definite advantage with very low cost structures. If you are selling virtual products, once they have been created, there is

Page 101: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

very little further cost involved when you sell it, apart from perhaps affiliate commissions if you have affiliates selling your product for you. Even if you have a physical product, it is quite easy to outsource the production and distribution of your product at very low cost with print on demand services, meaning that you do not need to hold stock or inventory of your product, and with the low costs involved you are still left with a very healthy profit margin at the end.

Upsell OpportunitiesYou also want to incorporate up-sell strategies in your packaging, whether it is virtual or physical.

As an example you have your eBook on your web-site and after a customer purchases that eBook instead of a Thank You page coming up there is another sales page with another product that you can sell. The only caveat to this is that the prod-ucts must be in the same market.

What you are doing is starting to put in their hands actual up-sell opportunities for other prod-ucts and services on offer. You see you want to get that customer while they are hot. You want them to buy more and consume more and keep them in your funnel and move them into other products, services and events that you might be offering.

Another upsell opportunity to utilize is adding a bonus or bonuses. This is where you add value to your package. An example of this would be after a prospect or customer has opted-in to your free re-port or book, the first email they receive asks them to confirm they want to receive emails from

Page 102: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

you with the second email gives the customer a surprise bonus.

Packaging You… You Are a Brand!

Your information marketing business is being built around you. You are the expert. You are the authority in your niche. Remember this is about mindset and this is where you have to think of yourself as different.

You have knowledge, information, shortcuts, tips, tricks and items of information that people would gladly pay you for. Even if, you find information out there for free on the Internet. I can’t tell you how many times that I have students say, ‘why would anyone want my information when they can simple go to the Internet and can find it for free?’

There is a wealth of information out there on the Internet, and yes you can get it for free. I want to ask you this question. Did you happen to see any information out there that people were selling? Any books, any home study courses, any sites any tools, any resources” Absolutely. These are the people who are establishing themselves as ex-perts and authorities who are differentiating themselves and who are taking advantage of the market and the niche that they have found to pro-vide valuable information.

This is how you are going to differentiate yourself against others. You are going to be establishing a brand and you are going to provide value, provide quality and not only that but you provide a sys-tem unlike no one else out there. No one has

Page 103: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

walked in your shoes and done what you have done.

Who is to say anyone is an expert and an author-ity? Well, that person is the one to say it. There is no qualification or exam that you have to sit to become an expert. How do you think people are defined as experts and authorities? It first starts with that person who establishes that thinking, and trains the market to think of them that way.

We have for example Donald Trump. We know that Donald Trump is an expert and authority on real estate. Why’ Well because he has purchased a lot of real estate. Why do we really know him as an expert and authority? Because he has mar-keted himself! He has told the world he is an ex-pert on real estate, and he is an authority. He has a TV show, he has a university where he teaches his own systems now; his own shortcuts. He took advantage of this information marketing business just like you are doing. You are no different, no different from Donald Trump. He does the same thing day in and day out that we do. He just does it with a different level of expertise or he presents himself as that expert and that authority and he’s educated the market place about him-self.

That’s the key he has educated the market place about himself.

Differentiating Yourself In the Market PlaceThe next aspect of packing you as a brand is that you need to differentiate yourself. Look at Dr Phil. There are hundreds of thousands of people just like him worldwide teaching the same thing.

Page 104: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

He is branded as an authority but have you no-ticed that he doesn’t get very niche specific. When he does talk on a specif niche, what does he do? He brings in some expert who really knows that speciality in that particulare area to talk about it. He’s is a facilitator and is branding himself as a one stop shop. That is how he has differentiated himself. He is the one stop shop.

Consistency In Your BrandYou’ve got to be consistent in all that you do and all that represents you. From your name, to your company name to the names of your products be consistent. Be consistent with the wording and don’t use acronyms unless they are common worldwide or you have already educated and trained your list on your brand.

Setting the ParametersAs an expert, an authority in your niche you have to set parameters. The parameters are there to let people know how they deal with you and how they work with you. Without being a snob, you do almost have to think of yourself as elite.The only way people are going to get full access to you is that they paid for that access. They can get ac-cess to you if they have paid for an elite program for example a high-end membership program.

The more elite you are the more exclusive you are the more people want of you. How are they going to know if you are elite or exclusive? Because you’re going to tell them, and you are going to back it up by your actions!

When it comes to setting your parameters for yourself you need to set time parameters with your coaching and pricing. These things are go-

Page 105: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

ing to help you to establish yourself as that ex-pert and authority, where you are going to be elite and exclusive to set the value in you and your brand.

Packing Your Product

Setting Design GuidelinesJust as you set parameters for you as a brand you also have to do that for your product. For your product these parameters are referred to as ‘De-sign Guidelines’. Words that you use, phrases that you use, taglines that you use, the fonts that you use, the colors that you use!

All of these are parameters that you are setting to define your brand that not only establishes you as the expert and authority on any of your authorita-tive sites or your websites, but on all of your packing as well. Keep in mind that you need to be consistent across all that you do.

Logo DesignThere are many places on the Internet that you can go to for logo design. The one commonly used is 99Designs.com. They have options to get designs created for a wide variety of items be-yond logos such as letterhead, business cards, website templates, book covers etc.

It is worth just checking the site out to get ideas for design, branding and colors and to just see some of the projects. You might be surprises to find your competitors there getting a project de-signed and you’ll be able to view the contest and to review their marketing requirements. This can

Page 106: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

really come in handy for your marketing intelli-gence.

Page 107: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

Chapter 6

Step 6: Marketing Strategies To Sell Your Product

Okay now you are ready to start marketing your completed eBook, your product, and you have your branding in place. The next step is to imple-ment marketing strategies to sell your product by first creating an opt-in.

Opt-in

The opt-in is the number one strategy that you can use to start to build your list. The purpose of the opt-in is to convert visitors that are ‘suspects’ in ‘prospects’ by enticing them to give you their name and email address through what is know as an ethical bribe. The ethical bribe is going to be some bit of relevant information that is beneficial and desired by the suspect. The information can be presented in text format, audio or video. It can be a special report, a check list, forms and docu-ments, a short course, an eBook, a short video tu-torial etc.

The key here is to know your target market and who it is you want on your list, then determine what is it that they need, want or desire and then present it to them as a ‘gift’ in exchange for their name and email address. This is the beginning of your funnel and the beginning of building a rela-tionship.

Page 108: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

This step needs to be professionally executed as first impressions are everything if you want this prospect to join your list and ultimately become a customer. Quality and professionalism are key to your success combined with a personable style of communication in delivery of the ‘gift’ and future ongoing correspondence.

Set Up AutoResponder

The next step to take is to set up an auto respon-der using Customer Relationship Management (CRM) software such as Aweber. An AutoRespon-der is a series or a sequence of messages de-signed to communicate your brand (you, your business, and your product) and through that build a relationship while at the same time pre-senting an opportunity to them to enter your fun-nel through purchasing one of your products or services or coaching, etc.

In basic terms, an auto responder is just an e-mail program that can be set up to send out a preset message or sequence of messages in re-sponse to an enquiry or sign-up received. All suc-cessful Internet-based business use auto respon-ders to help automate tasks such as building lists and tracking prospective leads.

An auto responder is an essential tool for any In-ternet marketing business. In this case I have an auto responder for my lead capture site. Anytime anybody opts in to my list on this site I will find them in my Aweber account under my list name.

Design Free Product

Page 109: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

From there we designed our free product or gift. Again this is what is called an ethical bribe. You see, people will trust you if you can give them something first. If you make an offer to give them something for free more than likely that will increase the conversion meaning that you will get them to give you their name and e-mail address.

Some of my students have struggled with creat-ing a free gift and what they have used is offering one chapter from the book that they are selling. This works really well as it makes the prospect return and become a customer and is regarded as an excellent stick strategy.

When you offer a free product, it is important that you send out an auto-responder email mes-sage to those who opt-in that says thank you and provides the download link for that product. It will be automatically delivered by your auto-re-sponder program, so you can see that this whole process is highly automated and runs on autopilot once it is set up.

Use your branding on every page that you create to remain consistent throughout the process.

Create Sales Letter Page

Writing a sales letter for online marketing is dif-ferent from other kinds of writing… because you must persuade your reader to take action. You need some intuition into the psychology of your prospect, a clear understanding of what you offer and why it’s the best option of many out there in-cluding all your competition.

Page 110: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

Write it is a clear simple ‘voice’ that connects with the reader and delivers your sales message with the gentle emotional power of a skilled salesman.

Remember that market research is the founda-tion of everything. Simply put you need to know everything that your target market want, need or desire. And when you know that you can make a killing.

Create Order Page

Once you get people to your sales page and they click to buy, you need to have a page where you can direct them to enable them to purchase the product. That’s called an order page. If you are using PayPal then this would be build in the back-end of your PayPal account

Once someone has moved to your order page they have effectively made the purchasing deci-sion, so your aim on this page is to allow them to easily and quickly complete their purchase. This is not the place to introduce new information or up-sell.

Thank You/Download Page

After your order page the next page your cus-tomer should be is the Thank You or Download page. This page should thank the customer and have a link to the product and bonuses.

Set-Up AutoResponder Sequence

Page 111: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

Next you want to set up your customers for an auto responder sequence. This is another auto responder’s sequence that is just for customers.

Once you have a prospect buy a product, they be-come a customer and they are no longer going to receive all the auto responders you have set up aimed at converting them from prospect and get them to buy to become your customer. They au-tomatically will be dropped from that list as they become a customer. From there they are going to automatically get a different sequence.

Selling Strategies

Looking back to the marketing funnel you are taking someone from a suspect, to a prospect, to a customer. This is coming from your target mar-ket base. They’re a suspect, they’re interested in your niche, they are interested in your topic, but they haven’t opted in to your list yet. When they opt in they can become a prospect. Now they are more specifically interested in you and the topic you presented to them. If they convert from prospect and they buy the product, they then be-come a customer.

The different ways you can sell your products is the same way you can build your list and you can get them to convert into a customer. You can sell your product through speaking. You can write ar-ticles about your product and put a link at the bottom of your article to drive the reader back to your opt-in page. Your opt-in page will take over and start the conversion process from there.

Page 112: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

You can sell through affiliates, people who want to sell you product who have a list, who would want your product. They would get an affiliate link and send out an email with that affiliate link to their list. People would click on that link and they would automatically be sent to your opt-in page or your sales page. Now we can recognize where this person came from so if that prospect were to buy we know that we need to split money automatically with our affiliate.

Joint ventures are similar to affiliate marketing. Maybe you want to do a webinar or a teleseminar with me we would create a joint venture opportu-nity and we would split the proceeds 50-50.

You could sell your products through banner ads, classified ads, direct mail and press releases etc. You are only limited by your imagination.

Step by Step Process

Page 113: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

Step 1 – Your Finished Product

Your topic is identified, you’ve created the outline for your product, filled in the detail or content, made or produced the product into an audio CD and a manual for example and priced it according to the value of say $47. The next step is the Opt-in page.

Step 2 – Opt-in Page

Create an Opt-in page where people are going to give you their name and email address in ex-change for the free product offer that you are providing.

Step 3 – Sales Letter

Page 114: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

Once they opt-in they go straight to the sales let-ter.

Step 4 – AutoResponder Sequence

At this point they get added into the auto respon-der sequence. Now they could at this stage buy the product straight away after viewing and read-ing the sales letter, and that would be great. If they don’t purchase however, they are going to go through an auto responder sequence that is going to help them go back and look at this in-formation again in bite sized pieces. Each email will give them the opportunity for them to buy the product and help to convert them from prospects into customers.

Step 5 – Implement Various Sales Strategies

From the auto responder sequence then, we can sell the product. Once we sell the product an-other methodology we can use is to cross sell. If you have other products then you can sell some-thing else you have at the same product price… that is why it is called cross selling. Or you can sell someone elses’ products if you do not have any yourself.

Step 6 – Repeat The Process

As you can see this is a very sequential or step by step process, which is great as it makes it possi-ble to automate it once it has been created, and once you go through this entire process you then want to repeat the cycle and do it all over again. You want to create a product, you want to record the audio, create the manual, and create its own

Page 115: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

opt-in page, its own sales letter, and its own auto responder sequence.

Repeat the Process.

Page 116: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

Chapter 7

Step 7: Building Your Products and Services To Make More

Forced Continuity

This is where you effectively force your customer to consume another product that you are selling. This might sound like something you shouldn’t do but if you present yourself ethically and you do this right, there is nothing wrong with it.

When you sell your product you offer say two months free access to your membership program. You give them free access to your membership and you are going to note very clearly in the sale that their credit card will be charged on month 3. You must be homest and transparent and clearly state how the offer works.

Page 117: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

Usually these memberships are at the low-end of the marketing funnel for example $37 or $27 or $97 a month. Keep it at the low-end of your fun-nel to gain more conversions. Memberships are where people can grow into the next level once they build that relationship with you.

Events

This is a trend in the industry happening right now and when you create your products you can incorporate an event as a bonus.

Say you have a product launch, you’ve created your product and you’ve bundled it and priced it in the $497-$997, this is where you may consider incorporating events as a money making strategy into your product launch.

You could offer a 2 or 3 day training and you in-corporate it as part of the product as a bonus. This is where they come along to a live event on site and you can go through the product step by step so they can learn exactly how to implement it.

Another way you can do this is to offer a 2 or 3 day training as an upsell and as a strategy to make more money from the sale. It could work like this. You sell your product for $497 and for an additional $97 they would get to come along to your 2 or 3 day training.

Even though they have paid $97, believe it or not, it’s not that much of a commitment for the person as some may just not show up for the event. The

Page 118: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

more money they spend on the event, the greater their commitment to it.

When you sell your product and you offer an event as a 2 to 3 day training, you can simply say that it’s a bonus. It is important to include your event as a bonus because if you include it as part of the product package, some people may not buy because they cannot attend, and they do not want to feel that they are paying for something that they cannot benefit from. With the event offered as a bonus, it gives you a very high perceived value for your package and since it is a bonus it is elective and is not perceived to be required in or-der to ensure the success of the product, but rather it is perceived as over-delivering with high perceived value.

Coaching and Consulting

Your fortune in making money in this business is in the follow up. When you follow up with people, what are you going to follow up with them on? Where are you going to take them?

This is where you narrow down to the bottom of your marketing funnel and offer high-end mem-bership, personal coaching and consulting.

Coaching is where you are going to coach some-body through a specific tactic, a specific segment and they are going to do the work. Coaching can be taught one on one or to a small group of select people where you coach one to many. In this case when you offer this service because people want your knowledge, they want access, you charge a higher price for this information and access.

Page 119: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

With consulting this is where you are hands on. You literally work with the client. You are man-aging a team, coordinating all the strategies, the marketing, the management, the administration, the production, the creation, the technology.

They want you to go at mach speed, they are pay-ing for the shortcuts, they are paying for your knowledge.

Raise Your Prices

The next step when it comes to making more money is to raise your prices. It’s as easy as that, because you're going to make more money!

The more products you bundle together the more money you can make.

Private Label Rights

Another avenue that you can take is using private label rights. This is where you take a product that someone else has created and they give you the right, or Private Label Rights (PLR) to use it as your own. It’s very easy to do, but so many people just don’t realize that this opportunity is out there.

Some PLR products will have criteria and re-quirements. They may or may not let you remove some information. So look closely at what you can and can’t do with them. As a minimum you need

Page 120: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

to be able to change the title and put your name on the packaging.

As an example, one of my students bought the rights to a private label product on traffic genera-tion. We went through this product and removed any reference to the person who created it, be-cause I don’t what them to be the creator of the new product, I want my student to be the creator. This package actually even included audio recordings, and it was an interview series. I lis-tened to the audios and I wrote down all of the questions, then I interviewed the student and recorded those interviews. The sales letter is done, the thank you page is done, the order page is done, and everything is given to us in this pack-age. All we had to do was modify it and tweak it a bit and the product is done. And my student is the author and has their very own product in no time at all. How cool is that! Can you see how you can make more money here.

Summary

The whole process is about creating one product and repeat the process and do it again and start bundling your information so that you can start charging more. Rember you can sell your prod-ucts separately and when you do, it is one sales letter, one shopping cart order per product and each product stands alone. But if you then bring it all together into one big system or product package so that you can also now sell a $1997 product or a $4997 product. You want to have those higher price points in your funnel because this is where you’re going to make more money

Page 121: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

and you will make it faster. It’s all about your marketing funnel.

Page 122: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

Chapter 8

Step 8: Creating Recurring and Passive Income

Recurring Income

Recurring Income is income that is going to come into you on a recurring basis over a period of time. For example it could be on a monthly basis for a monthly membership. The beauty of recur-ring income is that you have steady income com-ing in that you can plan your business around, al-beit it is only steady as long as the customer con-tinues to maintain their membership. So your goal is to keep them happy so they stay on board with you so that you maintain this recurring in-come stream.

Besides having steady income that you can count on, typically recurring income is at the low to mid level of your funnel and therefore you are likely to have many people participate at this price point and stay on with you. It is not uncommon to have a $37 recurring membership and have 100 members. That would be $3700 monthly in your pocket. Likewise it is also not uncommon to have even more than this when you put your mar-keting into place such as 1000 members at $37 a month. Now your monthly recurring income is $37,000! These are very realistic numbers that you can grow your business to using the Recur-ring Income strategy.

Page 123: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

This is a way to take your business to the next level and it is also a way to offer your customers or members other solutions that you have within your marketing funnel.

Passive Income

Passive Income is where money is coming in and essentially, you don’t have to do anything for it. It’s passive and not necessarily based upon a monthly service or a monthly income. It could be a one stop shop type opportunity, where perhaps you made a recommendation, you gave an affili-ate link, they purchased something, you got the money and it’s over. It is residual and passive in-come and you essentially did not have to make the product, you did not have to do anything but probably just send out an email to your list. That’s residual and passive income.

Recurring and Passive Income Strate-gies

Memberships

When you’re starting out in this business the first thing I recommend is that you only have a 1 level membership using the forced continuity method.

Let me give an example. Let’s say you went to purchase a product and they gave you a bonus of access to their monthly membership program. After your first month you would automatically be charged for that membership on a monthly basis until you decided to cancel the membership. You

Page 124: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

are essentially 'forced' into the membership be-cause you cannot purchase the product without getting the bonus. This does not necessarily mean that this is a "black hat" strategy or it’s bad. As long as the marketer is transparent about the offer and it is clearly stated in the sales letter, the order page and any other communica-tion, then this is a typical marketing strategy used not only by Internet marketers worldwide, but also used by big businesses worldwide.

The key here is to also communicate to the cus-tomer how they can cancel so they are not charged beyond their free month. Then it is up to the customer to cancel so the recurring payment does not go through.

In the membership people often want to graduate through their learning process. It’s the nature of our society. When you think about when you were little and you went to school, it was set in stone as a social ‘norm’ that you were going to school, you were going to go to elementary school, then you would go to the next level, and then to high school, then perhaps a university or college and you would continue to graduate through programs. There was a sequence: there was an accelerated program and you continued to advance. You can also do this in memberships also.

Memberships and their levels can be named any-thing to suit the market, but let’s keep it simple with what people are already trained to know and understand. For example Level 1-Bronze, Level 2-Silver and Level 3-Gold.

Monthly Services

Page 125: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

This is where you can offer hosting, tools, re-sources and software that your customers need and that require monthly payment to maintain the service. These tools and resources don’t have to be your own products as you can be an affiliate and offer the resource and affiliate link to your customers.

As an example, when you go to set up your Word-Press Blog, one of the first things we would tell you is to go to HostGator for your hosting ser-vices. We use and recommend HostGator, and we give you an affiliate link that takes you to their sales page. Now it’s entirely your choice as to whether you use the affiliate link and indeed you can get exactly the same offer by going directly to the HostGator website. When you use an affiliate link there is no additional cost to you and the product or service is exactly the same, it’s just that we would earn a commission from HostGator for having introduced you to their services.

Affiliate Marketing

Let me explain Affiliate Marketing and Recurring Income more closely. The affiliate commission I just referred to as the example in Monthly Ser-vices is really a type of Affiliate Marketing. It's just that in this case, instead of selling one-off's, which is like a single sale for a product or an event, you are marketing recurring affiliate op-portunities to your list. This is your opportunity where you can make money month after month and create a recurring income stream. Believe me this can add up to some big numbers.

Page 126: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

Now in Affiliate Marketing, again, I gave you the example before in Recurring Income that you can be an affiliate on a membership site which is re-curring, which is monthly. Here, this is Residual Income through Affiliate Marketing which is one stop. An example of this is, let’s say you are an affiliate of Bond Global Enterprises and you want to recommend the Strategic Marketing Roadmap. If I priced this program at $1997 and any of our affiliates sell it then we’ll give you 50%. You’re going to get $1000 for each person you recom-mend that purchases the Strategic Marketing Roadmap. That is how our affiliate program works and it is an income opportunity that is available to you. In this case, it is a one time Re-sidual Income, but you can send that email out however many times you want to continue to gen-erate income, in fact $1000 for each and every sale that occurs via your affiliate link.

The process for example, could be that you send out an email to your list, or you could use Twitter or Facebook, and essentially you provide your af-filiate link. When you sign up register to become an affiliate you’ll get an affiliate link that you can use to sell our product. With that affiliate link, you can use it to advertise on your own website and promote for instance, the Strategic Market-ing Roadmap, or you can send out email broad-casts to people on your list and they can purchase the program through there.

Now when it comes to splits or affiliate commis-sions in this business, I mentioned to you on the membership side, splits are also the same here on the residual side, where splits for affiliate products could range 5, 10, or 15% on the low

Page 127: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

end up to 50% on the high end, and sometimes under special circumstances may go over 50%.

In our industry of information marketing the norm is a 50-50 split and the next level you’ll see somewhere between 30-50%. If it is any less than that you have to ask is it really worth the effort for you? It depens on the price of the product and my strategy for doing so, but I would not send out a lot of broadcast emails to my list for a product that is $97 and maybe I only made 10%, or $9.70, on it. That is just not worth it.

Obviously the higher the percentage and the higher the product price, and in this case with Bond Global Enterprises it’s 50% of the current price of $1997, you stand a better chance of mak-ing much more money. If you are going to put this information out to the list you have and the relationships you’re building, or you’re going to put it up your own website and it’s going to have your affiliate link on it, and do some work there, then it makes sense for you to try to optimize that and get the most money back out of it by promot-ing it well.

Your customers need these products and services in order to succeed anyway, so why wouldn’t they want to get them from you if they can? They will pay the same price when they use your affiliate links, but they will know that they are getting the products and services that you personally recom-mend and by using your linke they are supporting you and you are then able to support them even more in return.

If you are interested in becoming an affiliate email me personally at

Page 128: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

[email protected] asking me about our affiliate program.

These two concepts can bring in additional money outside your own product sales and out-side of memberships. It continues to bring more money into your funnel. All of this combine will help to build your million dollar business enter-prise faster.

Remember this is not about trying to hit the home run it is about growing your business, duplicating processes that are proven to be successful, adding affiliate links to recurring income products and repeating the process of product creation and constantly adding to your revenue funnel and ultimately adding income into your bank account.

It’s rare to make a million dollars with a single product launch. It can be done, and it has been done, but that is another strategy for another time.

To build a solid and stable business you want to grow into it. You have to create multiple products, include affiliate links and repeat your processes, and together each one of these is what is going to establish and build your million dollar information marketing business enterprise.

Passive Income

Passive income is income that is received on a regular on-going basis that doesn’t require much ongoing effort from you, to either create it or maintain it.

Page 129: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

Royalties

You might receive royalties from publishing a book, music or some type of creative work, or products that are continually produced. This could be royalties that you receive to license your product to allow others to use it. This is an ad-vanced strategy that can provide you with great passive income opportunities.

Advertising

Advertising can be another form of passive in-come. You might know Passive Income as earn-ings that you would get from Google for your ad’s in Adsense or other internet ad’s and perhaps ob-viously you would get it from your product sales that would be on-going through the Internet. You can make a lot of money by allowing others to rent space on your website and they will pay you monthly for that space, especially if you have a website that receives a lot of traffic.

Summary

Through all of these examples you can clearly un-derstand that Passive Income is and should be one that you incorporate into your revenue fun-nel. If you don’t, you are leaving money on the table for someone else to take. Passive income is your ultimate goal as this is what will allow you to stop working all together if you wish and live the life of your dreams.

To build passive income however, you generally need to build up your business first. You need to build up the finances, resources, products that

Page 130: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

you can license or receive royalties from books etc, and websites that you can generate advert-ising revenue from. This is so you can create mul-tiple massive passive income streams that will continue to generate funds for you on an ongoing basis with very little effort.

Having said that, you are probably asking your-self…

Where does all that money coming from?

Well, you get it from your customers.

Your customer wants to buy your information. If you’re just putting one product out there, you’re doing a disservice to them by not giving them ad-ditional information. You can see that this cus-tomer has money to spend with you, this cus-tomer might spend money out of his piggy bank

Page 131: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

in order to buy your eBook or book, but this cus-tomer’s got more money and wants more infor-mation. If you don’t provide it, they will just go to someone else who will.

With more money this customer could go to the next level and buy a course from that eBook that they’ve already purchased and built the relation-ship with you, and they’ve already started learn-ing using your information. They want more and they would spend more on perhaps a home study course, a membership site, or perhaps they’d even go into their vault or bank account to get more money to spend on some high-end coaching from you.

The whole point of this is that your customer has money to spend, and it’s more difficult to go out there and get new customers than it is to take your existing customers that you have and make more money from them while providing them con-tinuing valued education to help them to succeed, and building this relationship with them.

You see this customer right here says that he’s al-ready identified that you have the solution. You have the solution and the information that they have purchased from you, particularly if it’s your eBook or your introductory product, and they want to buy more products, more services, more information, more solutions, and guess what? If you don’t have those products yourself and they already like you, they already trust you, they al-ready have a relationship with you, and so if you recommend somebody else’s product to them that fills their need, then they will buy that too.

Page 132: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

It’s up to you to create your first product and get it out there. It’s time for you to take action and start now.

Join with me and my students and together we will build the business of our dreams. Click here Strategic Marketing Roadmap.

Page 133: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

ConclusionI am so excited that you have reached this point in this book. I have given you so much informa-tion to run with. I have shown you:

How the information marketing industry works

The shortcuts you can take and how easy it is to get started

How to understand the information market-ing business

How to create your business model How to do your research and define your

target market and niche How to create your product and system How to package your product How to set marketing strategies to sell you

product How to bundle your product and services to

make even more money, and Finally how to create more residual and

passive income for your business.

You have learned a ton of great information here in a simple and straight forward, proven 8-Step formula to success. Follow the formula and you will be well on your way to building your own In-formation Marketing business. Rememer though… knowledge is not power, applied knowedge is power. This is where you have to take the action to be successful.

Start with your passion, start with your interest, your experience, what is it you know and love and want to do, find your niche, find your topic, cre-

Page 134: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business

ate your outline and get your product recorded and created. Just do it.

To do this today go to Strategic Marketing Roadmap.

Thank you for reading this book. I trust that you have grown through the experience and knowl-edge that I have been able to share with you. I hope that you have enjoyed reading this just as much as I have enjoyed writing it.

I have got so much more that I want to say, so much more that I want to share you with that I can’t put it all down in words. I love the Informa-tion Marketing industry, the people I have met along the way have enhanced my life in many ways, it’s now my time to give it back.

I look forward to meeting you on your road to success and seeing you Bring Your Idea To Life!

Best of success

Faye BondBond Global EnterprisesStrategic Marketing Roadmap

Connect with [email protected]: bondglobalenterprisesTwitter: fayeabondLinkedIn: bondglobalenterprises

Page 135: Bring Your Idea To Life: 8 Steps To Build Your Information Marketing Business