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

Table of Contents

Title Page

Copyright Page

CHAPTER 1 - You CAN Get Rich—But Yes, There Is a Catch

10 GIANT KEEP OUT! SIGNS ON THE ROAD TO YOUR ONLINE BUSINESS

SUCCESS—THE FALSE BARRIERS

NOW FOR THE SIX DISABLING AND VERY REAL DANGERS TO YOUR ONLINE

BUSINESS SUCCESS

CHAPTER 2 - How to Build a Quick and Profitable Product

THE TYPICAL DREAM IS USELESS

YOUR FIRST PRODUCT SHOULD BE ONE OF THESE

EXPLORE OTHER VARIATIONS ON A PROVEN THEME

APPEAL TO RABID HOBBYISTS

ANOTHER SCHOOL OF THOUGHT

AVOID THIS PITFALL

GET MY CHART

CHAPTER 3 - How to Create Content Cheaply and Easily

STAGE 1: CAPTURE THE RAW CONTENT

STAGE 2: EDIT THE CONTENT

STAGE 3: DELIVER THE CONTENT

THE EXCELLENT CONCEPT OF CONTINUITY

THE OPPORTUNITY ENGINEER

CHAPTER 4 - Getting Open for Business

THE SEVEN BASIC BUILDING BLOCKS TO A GOOD WEB SITE

GETTING WORK DONE FOR YOU

CHAPTER 5 - How to Get People to Raise Their Hands

MYTH NUMBER ONE: “IT’S ALL ABOUT TRAFFIC”

MYTH NUMBER TWO: “IT’S ALL ABOUT TARGETED TRAFFIC”

MYTH NUMBER THREE: “I’M WAITING FOR THE GAME CHANGER”

MYTH NUMBER FOUR: “IT’S ALL ABOUT COST PER LEAD”

THE MOVING PARTS OF A LEAD-GENERATION EFFORT

GREAT SOURCES FOR LEADS

CHAPTER 6 - How to Turn Prospects into Buyers

MISTAKE NUMBER ONE: INEFFECTIVE MARKETERS CONFUSE ATTENTION

WITH SHOUTING

MISTAKE NUMBER TWO: INEFFECTIVE MARKETERS BOOST THEIR CLAIMS

OUT OF ALL PROPORTION

MISTAKE NUMBER THREE: WITH INEFFECTIVE MARKETERS, IT′S ALL

ABOUT THEM AND NOT ...

MISTAKE NUMBER FOUR: INEFFECTIVE MARKETERS ASK YOU TO BUY TOO

SOON

MISTAKE NUMBER FIVE: INEFFECTIVE MARKETERS DO NOT INCLUDE A

CALL TO ACTION AND ...

MISTAKE NUMBER SIX: INEFFECTIVE MARKETERS FURTHER ERODE

TRUST BY CREATING FAKE DEADLINES

MISTAKE NUMBER SEVEN: INEFFECTIVE MARKETERS SPEAK TO

AUDIENCES, NOT TO INDIVIDUALS

THE EIGHT MONEY QUESTIONS: ANSWER THESE AND YOUR PRODUCT

WILL SELL

FOUR TIPS FOR BUILDING PROFITABLE RELATIONSHIPS THROUGH E-MAIL

OTHER WAYS TO STAY CLOSE TO YOUR CUSTOMERS

CHAPTER 8 - The Secrets to an Upward Profit Spiral

STEP ONE: INSTALL MEASURING DEVICES

STEP TWO: DETERMINE WHY NONBUYERS DON’T BUY, AND ADJUST YOUR

SITE ACCORDINGLY

STEP THREE: TEST EVERYTHING

CHAPTER 9 - The “I” Factor

INDEX

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

Published by John Wiley & Sons, Inc., Hoboken, New Jersey.

Published simultaneously in Canada.

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Lib rary of Congress Cataloging-in-Pub lication Data:

Lindahl, David and Rozek, Jonathan.

The six-figure second income: how to start and grow a successful online business without quitting your day job

/ David Lindahl, Jonathan Rozek. p. cm.

Includes index.

ISBN 978-0-470-63395-3 (cloth) ISBN 978-0-470-77045-0 (ebk) ISBN 978-0-470-87200-0 (ebk) ISBN 978-0-

470-87201-7 (ebk)

1. Electronic commerce. 2. New business enterprises-Computer networks. I. Rozek, Jonathan, 1958- II. Title.

HF5548.32.L556 2010

658.8’72 2010007795

58.8 72—dc22 2010007795

Two guys wrote this book—David Lindahl and Jonathan Rozek—and we intentional y

wrote the book as if it were a conversation between two people, one of whom is you.

You’l see that we say things such as, “I hope you see the value in . . .” and not “We

hope you see the value in . . .” This is a more conversational and direct approach than if

you constantly saw alternating versions of: “We think . . . ,” “Dave says . . . ,” “Jon built a .

. . ,” and so on.

You’l also soon see that the real secret to your six-figure second income is not in

tangible products and not in gimmicks, but in honest and direct communication between

you and your customers. This book is our attempt to do the same with you.

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

This book is about how you can make a very substantial income—a ful -time income—by

spending only bits and pieces of your time on the side.

You don’t need to take any leaps of faith and quit your day job, nor do you need to sign

up for any membership clubs or multilevel-marketing schemes. You simply can fol ow my

tested-and-proven advice and take one baby-step after the next until you arrive at your

financial destination.

If that sounds too good to be true, you’re right. There is indeed a catch, and it’s a big

one: To be successful in building an online business, you must ignore a lot of

conventional wisdom and advice. Whether it’s rattling around in your head or someone’s

tel ing it to you, most of it is a combination of lies, half-truths, myths, and just plain

outdated information on what it takes to be successful online.

Before I depress you too much, you should thank your lucky stars for al the garbage

information published about building a business. It keeps down the real competition and

means more money in your pocket if you ignore it.

Some of this bogus advice is generated by your own brain in the form of beliefs or

self-doubts you’ve had for years. Other times you’l get the advice from wel -meaning

friends and family members.

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

make a bunch of money.

Let’s consider these bits of bogus advice to be big Keep
Out!
signs on your way to

wealth.

10 GIANT
KEEP OUT!
SIGNS ON THE ROAD TO YOUR ONLINE

BUSINESS SUCCESS—THE FALSE BARRIERS

“I’m Too Old/I’m Too Young”

Buyers on the web don’t care how old or young you are—they only care what you can do

for them. That might be a selfish reality, but it works in your favor. In fact, my (Jon’s) son,

Tom, created his first info product when he was 14 years old. He’s sold it across

America for years and no one has ever asked his age. It’s just not relevant.

The web is the ultimate merit-based marketplace: If you have what they want, they’l

buy it.

“I Don’t Have Enough Money”

Forget about the consultants who want to whack you thousands of dol ars for a web site,

and forget about monthly
hosting fees
of $70 or more. The truth is that you can literal y

be up and running with a ful -featured web site for wel under $100. In fact, you can have a