Your Own Online Community
If you want to succeed online, you have to put together a
strategy for your website. Whether you call it a strategy, a
theme, a world center, or an online community, it doesn't
matter. It is still the same thing. You have to build a site
that has a central focus on a specific WANT that your prospects
have. Then, you find products which follow along the theme.
Free bonuses are then added to your site. Following the theme
you developed, you could create a report on it, start a message
board, or run an ezine. Some type of software program could be
added to your site which helps people in this theme. If search
engines were your theme, you could have a software program on
your site which submits web sites to the search engines and
visitors could use it for free.
So, the three keys to creating income from ANY web site and ANY
1. Have a
lead product that people WANT.
freebies at your site that follow the theme.
multiple backend or supporting products for the theme.
I know some people who are brilliant strategists about online
marketing who achieve amazing success even though their actual
tactical skills are only so-so. They hire out the web site
design, the search engine registrations, the linking campaigns,
and the copywriting. As a matter of fact, one of these
brilliant minds once mentioned to me that, "The concept is
greater than the copy."
In other words, the right marketing strategy can overcome slight
problems in the copywriting or even the carrying out of the
plans. Even the best copywriting on the planet won't make a
success out of a poor business strategy or concept.
No contractor would ever consider starting work on a project
without having a detailed blueprint already done and in their
hands. It also doesn't matter how good they are at following
the blueprints if the blueprints are all wrong. For many
people, their internet businesses are in this exact state. They
have many of the internet tactics ready, but they have yet to
develop a powerful strategy to empower the whole process.
So exactly how do you choose the strategy for your Internet
Marketing Empire? Below you will find a three step process in
helping you develop your overall strategy. I don't want to
over-complicate the process by any means, but I do want to help
you create ideas through this. Your actual day to day internet
marketing tactics will then flow out of your overall marketing
STEP ONE: Create Your Overall Theme to
Your Online Business
You can't develop a business around a single product. Even if
you are promoting a single product upfront, it is not the
product that people want. They want the BENEFITS they receive
out of the product. When designing your site, think about an
Benefit" to build your site around.
I first heard the phrase "The Ultimate Benefit" through Dr.
Jeffrey Lant and it has stuck with me ever since. It is that
ever abiding "WANT" or "GOALS" that your prospects have with
them continually. Ultimate Benefits are things such as: more
money, weight loss, online success, being sexually attractive,
Ultimate benefits are what your prospects are really seeking
after. So, don't base your business just on products. Base your
business on this Ultimate Benefit. This will be the theme that
binds everything else you do at your site together. It is what
you want your site to become known for. It is why people will
return to your site over and over again forever.
What is it that your prospects ultimately want?
Once you have defined your "Ultimate Benefit," that's where the
products can come in. You will want to provide multiple
products that all fall under the same Ultimate Benefit. This
will help you to create "Multiple Streams of Income" all
generated from one web site.
What mail order or internet company do you know of that only has
one product? There aren't any really successful ones. Even the
sites which seem only to have one main product still have dozens
of different profit streams which all originate from the main
product. Your mission online is to help people reach their
ultimate goals, and that cannot be done with just one product.
It takes a variety of products to accomplish this goal.
One warning I do want to mention here though is that your site
will be more successful if you have one LEAD product. By
testing both multiple product sites and sites which focus on one
lead product, I have found that the lead product sites will
outsell the multiple product sites by a long shot in most cases.
So, the absolute best set-up is to focus on a main product, and
then have many different backends or supporting products which
will help your customers to further their goals. This type of
system is often referred to as a marketing funnel. You may be
selling a book about Ad Copy on your site, but you will also
have consultations, seminars, audio tapes, and ad writing
services which all support your theme.
If you are selling web sites as a primary lead product, you
could also sell books on internet marketing, web design
services, CGI programming, etc. If your theme is weight loss,
your primary product may be a nutritional product. You could
also sell weight
loss and exercise books. A newsletter could be started. You
could also do personal one-on-one consultations for specific
You also don't need to come up with all of these products
yourself. Many of them can be found through Joint Ventures with
other companies which have products you know your customers
STEP TWO: Develop A Unique Aspect to Your
Your business cannot just be a me-too business online. You need
to develop some type of uniqueness to it...something that sets
you apart from all of the rest of your competition online. You
need to create a "Unique Selling Position" which makes you stand
out from the crowd online.
For example, everyone is selling books online. How did
Amazon.com become the most well known bookstore on the interneT? They
developed a USP which basically states, "The World's Largest
Bookstore" which is exactly what they are. They have stated in
one phrase exactly what makes them unique from the rest of the
bookstores in the world.
How can you develop your own USP? You probably aren't going to
own the largest selection of anything in your business since
most of us have started out bootstrapping at home or in our
small business. Let me give you a simple little formula you can
which will help you immensely in the creation of a USP for your
To find your USP, pull out a blank sheet of paper. At the top
of the paper, write "You know how most __________..." Then,
halfway down the page, write "Well, What I do is..."
I want you to write how most of the businesses in your market
are in the first section. Then, I want you to write what sets
you apart from them. Avoid using words such as quality or
better service, because those types of things don't really mean
UNLESS you are more specific in your description. This may take
you a while to do. You probably will have to study your
competition online for a while. Give yourself a few days to
think it over. Then, write it down.
Next, I want you to boil down that entire sheet of paper to a
single phrase or sentence. This takes some work. Write it out
in a sentence or phrase as many times as you need to until you
get just the right words. Again, if this takes you a few days,
let it. Think about it when you are driving, eating, etc. Mull
it over. Then, once you have just the right wording, that is
your NEW USP which you will use to separate you from all of the
Use it on your signature file online...use it on your
website...use it in your ad copy. Let it become a guiding
force to your online business that sets you apart and defines
you as the person to deal with in this area.
STEP THREE: Concentrate on Building
Relationships with Your Prospects
To fully develop an online business, you need to maximize your
relationships with people. Although your goal in your internet
business may be to set it up on auto-pilot, you have to remember
at all times that you are dealing with real people. Credibility
online is a major issue because there are many fly-by-night
get-rich-quick operators on the internet.
To help you develop this credibility with your prospects, your
overall strategy has to include such tools as ezines, message
boards, chats, conference calls, dealer programs, etc. Many
people keep asking exactly why does it seem ezines are popping
up everywhere...it is simply because they work. They help you
to develop the relationships you need with your prospects. You
are able to contact your prospects over and over again providing
them with good useful information.
The same thing is true of the message boards. Once you have
worked them up to a certain level of traffic, the same people
will keep coming back day after day learning from you and the
other experts you may have brought to your board.
Use your imagination and develop other free services such as
these to help you develop your web site and relationships
online. How about doing JV's with other businesses? How about
running a monthly conference call on your subject? Your
business online is only limited by your imagination!
A Internet Community Could Be Built Around ANY Product or
Service You Could Imagine!
Below we are going to give you 10 examples of communities you
could build, but they are only examples. You could build an
internet community around ANYTHING! What interests you? What
do you like to research and learn about? What do you like to
do for hobbies? Everyone of your answers to those questions
will be another THEME you could follow on your site.
Go to any local magazine stand and look through the magazines.
Every one of those magazines is built around a targeted market
of consumers and is based on a specific theme. Products will be
sold in the magazine that focus on that theme. Free articles
throughout the magazine which focus on the theme. You could
easily compare the design of successful web site to these
Pick up a magazine and you will be holding in your hands a
complete idea for your entire web site. The articles will show
you the kinds of free information the market is seeking. The
ads which run month after month will show you the products they
are buying. That is how simple it can be to figure out what
kind of theme interests you...what magazines are in your house?
Ten Communities You Could Build Are:
1. Internet Marketing
This market is still HOT...and will continue to be for years to
come as more and more businesses are moving to the web every
day. The biggest problem with building a community in this area
will be in creating a Unique Selling Position to it. There are
thousands of sites out there selling internet marketing
products, services, or information. So if you go in this area,
you have to find a very targeted niche market and/or provide a
lot of free information or services to break away from the mold
of the rest of the sites.
Every business needs to learn more about copywriting...and we
never stop learning. For this area, you would need to come up
with all kinds of free reports plus possibly find programs that
would compliment ad writing or make doing it easier. Again,
just like #1 above, you would find yourself in a very
competitive market with thousands of competitors. This is not
saying that you can't develop a uniqueness to your business. It
is just saying you will have to work harder at it. For
example, I know of one copywriter online who separated himself
from the rest of the pack by calling himself the "World's First
Cybercopywriter" showing that he writes specifically for the
To see just how hot this market is, just turn on your TV set and
watch the infomercials for a few minutes. More infomercials are
becoming successful through nutritional products or exercise
equipment than anything else. You could build an entire
community around a specific diet program, exercise program, or
nutritional program. Message boards, ezines, chats, and more
would all be exciting to your prospects in any of these areas.
Plus, there is NO lack of companies which you can find online
which would allow you to be a dealer for their products for you
to sell on your site.
4. Buying and Selling
This is another business opportunity which really gets people
excited. You could create a community that focuses on a
specific type of buying (online auctions, local auctions, garage
sales, government auctions, etc.) or on a specific type of
(collectibles, beanie babies, tools, furniture, property,
etc.). Then, you could have online forums, a training course,
classifieds (to sell these products) which you give some ads
away for free (the best ads at top or through searches would be
paid ads). You could easily target a specific type of buying or
selling and end up becoming the Main Web Site in a specific
5. Press Releases
You could build a community around press releases for other
businesses online. Include informational reports for free which
help people design their own press releases. Have a message
board and ezine with tips. Then, sell a press release course,
service, or lists of publishers to contact.
6. Beauty Products
Go to your local magazine rack and look at the number of
magazines which fall under this category. There are dozens of
them (or hundreds depending on the store). You could find a
specific niche market and focus your site on that. You would
have a primary product and then could find hundreds of
supporting products to go with it!
7. Kitchen Aids
How about new kitchen appliances or cookbooks. The biggest
challenge in this area will be making sure you are selling
products which CANNOT be found at the local store. New products
or cookbooks can be extremely HOT, but there are a lot of
similar products being sold at stores for less than what it
would cost to sell them through mail order. For ideas in this
area, watch some of the infomercials that sell products of this
nature. You could start a "Recipe of the Day" newsletter or a
message board to trade
recipes...both items which will quickly gain popularity in this
I hate lumping all of the ideas which you could come up with on
automobiles in just one category here, but I don't want this
course to be called 1001 internet businesses. You could do
collector cars (having cars sold on your site for a commission
or with paid ads), models, books on automobiles, etc. Gas
treatment products and various other things would make very good
Any other sport could also become a good theme, but let's focus
on one idea at a time. With so many golf enthusiasts out there,
all just hoping to improve their game by any means necessary,
this is a ripe market. So, if you are a golf lover yourself,
setting up a site on how to lower your score. It could sell
clubs, books, videos... discussions could be held with a golf
pro invited to help out. Even Real Video could be placed
online showing the right golf swings.
How about a self-defense site? It could be self-defense for
kids, women, professional women, men, professional men, etc.
You get the idea. Pick out a targeted niche market in this area
and sell books, videos, and equipment all meant to help people
to defend themselves better. With increasing violence
worldwide, this is a market that will never disappear. Ezine
ideas could be a Self-Defense tip of the week (or day) Showing
how to avoid deadly confrontations...a message board could be
started on the same subject.
Web Site Marketing is Community Building
I could list just about any and every possible business in this
section, because internet marketing is simply community
building. Build a community around a specific theme or niche
market. Use some of the above ideas in your business to help
build relationships with your prospects and watch your sales
to our free e-mail newsletter -- MP Marketing
Guide®(10,000+ subscribers worldwide). Just to encourage you to take this
step, I'm including three free e-books that
you can download and read: Making & Marketing
E-Books, Web Marketing Basics, and
Demystifying Viral Marketing, each worth $12
-- just for subscribing. No catch. We respect your
privacy and never sell or rent
our subscriber lists.