Six-Figure Second Income

DAVID LINDAHL owns or partners in more than 7,000 apartment units across the United States, representing more than $300 million of real estate. In addition to investing, he travels the world, speaking on business success and also supporting charities. He owns RE Mentor, a real estate speaking/seminar/information-marketing operation. He has written several successful books with Wiley including Trump University Commercial Real Estate Investing 101, Multi-Family Millions, and Emerging Real Estate Markets.JONATHAN ROZEK spent more than twenty years in the financial services industry in analytical, marketing, and executive positions. For the last seven years he has been a full-time marketing consultant with an international clientele. He is also a writer and has collaborated with Dave Lindahl and Bill Bartmann on six books. Visit www.SixFigureSecondIncome.com

• Preface xiiiChapter 1 You CAN Get Rich—But Yes, There Is a Catch 110 Giant Keep Out! Signs on the Road to Your Online Business Success—The False Barriers 2‘‘I’m Too Old/I’m Too Young’’ 2‘‘I Don’t Have Enough Money’’ 2‘‘I Don’t Have Enough Time’’ 3‘‘It’s a Bad Economy’’ 4‘‘All the Really Good Ideas Are Taken’’ 5‘‘I’m Too Small to Compete Against the Big Guys’’ 5‘‘I’m No Good with Computers’’ 6‘‘There’s Too Much Competition’’ 6‘‘I’m Not Educated Enough’’ 8‘‘Someone Will Steal My Idea’’ 8Now For the Six Disabling and Very Real Dangers to Your Online Business Success 10Real Danger Number One: You Are Easily Influenced by People Less Successful than You Want to Be 10Real Danger Number Two: You Think You Can Sit on the Couch and Money Will Spew out of the TV 12Related Real Danger Number Three: You Think that the Only Good Money Is Hard-Earned Money 13Real Danger Number Four: You Insist upon Staying in Your Comfort Zone at All Times 14Real Danger Number Five: You Think ‘‘My Situation Is Different’’ 15Real Danger Number Six: You’re More of an Idea Pack Rat than a Beaver 18Chapter 2 How to Build a Quick and Profitable Product 21The Typical Dream Is Useless 23‘‘I Must Have a Fortress to Protect My Idea from Knockoff Artists’’ 24‘‘I Must Reach Millions of People’’ 25‘‘I Want to Be Famous’’ 25‘‘I Want to Be as Rich as King Midas from the First Invention of Mine’’ 25‘‘I Need to Invent Something Revolutionary’’ 25‘‘Inventions Are Things that Are Manufactured in Factories’’ 26Your First Product Should Be One of These 26What Problem Have You Solved? 28What Can You Demonstrate? 29What Have You Researched on the Web and Discovered? 30What Are the Best Resources You’ve Found? 34How Do Things Fit Together? 36Explore Other Variations on A Proven Theme 38What Have You Tested? 40Appeal to Rabid Hobbyists 41Is This Great, or What? 43Another School of Thought 44Avoid This Pitfall 45Get My Chart 47Chapter 3 How to Create Content Cheaply and Easily 49Stage 1: Capture the Raw Content 49Method One: Sit Down and Write 50Method Two: Have a Conversation 54Method Three: Interview People 56Method Four: Record a Presentation 57Method Five: Capture Screenshots 57Method Six: Do a Video Capture of aWeb Session 58Stage 2: Edit the Content 60Backup Your Work! 61Stage 3: Deliver the Content 631. Special Report 662. Getting-Started Kit 683. Home-Study Course 684. Sample Newsletter 695. Book 696. Interview Series Transcript 697. Fast-Start Guide 708. Pocket Guide 719. Checklist 7110. T-shirt 7211. and 12. Poster and Laminated Poster 7313. Calendar 7414. Game 7415. Mug 7516. Information Wheel 7517. CD 7618. DVD 7719. Interview Series on MP3 7720. Free Video 7821. Live Event Videos 7822. Toll-Free 24/7 Recorded Line 8023. Consulting Hotline 8224. Teleseminar/Webinar 8225. Trial Software 8626. iPhone Application 8627. Software 8728. Online Calculator 8729. Interview Series PDFs 8830. Free PDF 8831. Free Audio 8932. Consultation 8933. Lunch or Dinner Seminar 8934. One-Day Seminar 9035. Consultation (Paid Version) 9036. Boot Camp 9137. Live Tour 9138. Cruise 92The Excellent Concept of Continuity 9239. Newsletter 9340. Membership Site 9441. Weekly Faxes 9442. Coaching 94The Opportunity Engineer 96Chapter 4 Getting Open for Business 97The Seven Basic Building Blocks to a Good Web Site 97Building Block One: You Need to Own a Good Domain Name 97Building Block Two: You Need to Arrange for Web Site Hosting 108Building Block Three: Get a Web Site Design 113Building Block Four: Get an HTML Editor 117Building Block Five: Get an FTP Tool 118Building Block Six: Learn How to Accept Money on the Web 119Building Block Seven: Set Up an Effective E-Mail System 128Getting Work Done for You 134Chapter 5  How to Get People to Raise Their Hands 141Myth Number One: ‘‘It’s All about Traffic’’ 141Myth Number Two: ‘‘It’s All about Targeted Traffic’’ 143Myth Number Three: ‘‘I’m Waiting for the Game Changer’’ 144Myth Number Four: ‘‘It’s All about Cost Per Lead’’ 147Principle One: The True Measure of a Lead-Generation Technique Is Not Cost per Lead but Instead Return on Investment 147Principle Two: Lead Sources Have a Half-Life Just Like Uranium 148Principle Three: There Is No One Single ‘‘Best’’ Lead Source for Everyone 148Principle Four: Don’t Pursue Prospects—Attract Them 149Principle Five: Give Before You Get 150The Moving Parts of a Lead-Generation Effort 151Step One: Deliver Valuable Information to a Highly Targeted Audience 151Step Two: Direct Them to a Specific Page 151Step Three: Reinforce that They’re in the Right Place 153Step Four: Reinforce Their Decision to Visit Your Site by Giving Them Even More Information 154Step Five: Explain There’s Even More Where that Came From 154Step Six: When They Submit Their Contact Information, Instantly Have It Go into Your Database and Redirect Them to a Welcome Page 156Great Sources for Leads 157Pay-Per-Click Advertising 157Key Phrase Techniques 163Google AdSense 165Organic Search 167Getting Found Locally in Google 169Article Marketing 171Social Media 174Blogs 174YouTube 176Press Releases 177eBay 179Inexpensive and Great Offline Strategies for Getting Found 180Local Newspapers 180Free-Standing Inserts 181Commuter Newspapers 182Local Clubs and Events 182Direct Mail 182Chapter 6 How to Turn Prospects into Buyers 185Mistake Number One: Ineffective Marketers Confuse Attention with Shouting 185Mistake Number Two: Ineffective Marketers Boost Their Claims out of All Proportion 187Mistake Number Three: With Ineffective Marketers, It’s All about Them and Not about the Customer 189Mistake Number Four: Ineffective Marketers Ask You to Buy Too Soon 191Mistake Number Five: Ineffective Marketers Do Not Include a Call to Action and a Deadline 192Mistake Number Six: Ineffective Marketers Further Erode Trust by Creating Fake Deadlines 192Mistake Number Seven: Ineffective Marketers Speak to Audiences, Not to Individuals 193The Eight Money Questions: Answer These and Your Product Will Sell 195Money Question One: ‘‘Why Should I Stop and Listen to You?’’ 195Money Question Two: ‘‘Why Should I Read the Whole Thing?’’ 197Money Question Three: ‘‘What Else Do You Have and How Will It Help Me?’’ 199Money Question Four: ‘‘Why Is Your Solution Better than Any Other?’’ 201Money Question Five: ‘‘Why Should I Believe Your Claims?’’ 201Money Question Six: ‘‘What’s It Going to Cost Me?’’ 205Money Question Seven: ‘‘What’s My Risk?’’ 209Money Question Eight: ‘‘What Happens After You Have My Money?’’ 212Chapter 7 Relationships Equal Revenues 215Autoresponders versus Broadcast E-Mails 217Four Tips for Building Profitable Relationships Through E-Mail 218Tip One: Segment for Success 218Tip Two: Encourage Consumption 219Tip Three: Become a Welcome Guest in Their Inbox 220Tip Four: Make It Two-Way Communication 222Other Ways to Stay Close to Your Customers 223Chapter 8 The Secrets to an Upward Profit Spiral 225Step One: Install Measuring Devices 226Step Two: Determine Why Nonbuyers Don’t Buy, and Adjust Your Site Accordingly 227Step Three: Test Everything 229Chapter 9 The ‘‘I’’ Factor 231Index 233