Authors: David Lindahl,Jonathan Rozek
Tags: #Business & Economics, #Entrepreneurship
Table of Contents
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
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
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
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
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
STEP THREE: TEST EVERYTHING
CHAPTER 9 - The “I” Factor
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.
ISBN 978-0-470-63395-3 (cloth) ISBN 978-0-470-77045-0 (ebk) ISBN 978-0-470-87200-0 (ebk) ISBN 978-0-
1. Electronic commerce. 2. New business enterprises-Computer networks. I. Rozek, Jonathan, 1958- II. Title.
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
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
signs on your way to
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
“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
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