Memo from a Pink Kool-aid Drinker

PerryMarketing Blog, Not on Homepqage123 Comments

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A very frustrated woman wrote to me on my blog and I’m going to show you her note in a minute.

Me drinking pink koolaid
Me Drinking
Pink Koolaid

But before I do, a quick bullet:

  • If I were to do what a lot of guys do – and teach newbies that the way to make a lot of money on the Internet is by being my affiliate and selling my products – I would be committing some kind of crime.

(A lot of people teach this, and since there’s an endless supply of newbies, a lot of people going through the revolving door get taken advantage of.)

Yes I have a good affiliate program, and yes my products sell well, but:

If you don’t have an established market presence already, it may make you lunch money but it’s not going to be megabucks. Might be good target practice, but it ain’t going to make you rich.

Same is true of ANY other program or product you might promote. You have to 1) know how to play the game, and 2) enter a niche you can actually compete in.

Today I’m going to give you some straight talk about:

1) How ordinary real people get scammed out of their money online, and

2) How ordinary real people actually make money online, or in any new business for that matter.

I don’t endorse very many other peoples’ products, especially “beginner” products. Much of what I deliver is designed for marketers who already ‘get it.’

Onward to Gia’s cry for help.

I got this very frustrated blog comment from Gia, a woman who has attempted all the usual stuff ‘they’ teach you about how to make money on the Internet:

I’m tired of trying, I really am. What’s left to do? I’m wondering. You are very good with what you do, and I know you’ve made a bundle, but little entrepreneurs like me, nothing, absolutely nothing! No matter what the product or ebook cost, I’ve never seen the profits. And it took me this long to read this email, because I’m loaded with emails, about 5000 of them actually, so I read them slowly to make sure I get some type of benefits, and so far nothing! No matter how very well I follow the instructions. I’m starting to believe they are all over sold out and outdated products.

Gia Lactchman, Brooklyn, NY

Here’s what I wrote back to her:

Gia,

I looked at your website, and if the general gist of what I see there is indicative of what you’re doing, I can tell you exactly what the problem is.

The problem is you’re selling “how to make money on the Internet” information, and that’s how you’re attempting to succeed online.

There is a whole host of problems with that:

1) If you do this the way you’ve probably been taught, it’s nothing but a glorified chain letter.

2) You haven’t succeeded yourself, so you have no business teaching others how to succeed.

3) This general ‘get rich on the Internet’ topic is one of the most competitive categories in e-commerce, period. Telling a regular guy off the street he can get rich on the Internet by showing other people how to get rich on the Internet is like telling your grandmother that she can go down to the local martial arts dojang, take on 3 black belts at one time and kick their ass.

Fat chance. The marketing and make-money niche is a game for razor sharp, A-level marketers. Not for entry level people.

All that happens to entry level people is, one way or another their money ends up in the hands of razor sharp, A-level marketers and you have nothing to show for it. All kinds of razor sharp, A-level marketers take advantage of this fact without the slightest twinge of guilt.

(Their rationalization for exploiting peoples’ ignorance is: “Well if I don’t take their money they’ll just waste it on some other equally stupid thing.” Well hey, it’s not like they’re exactly wrong about that…even piranhas have their rightful place in the food chain, right? Hey pal, I’m just saying, if you’re not a piranha, don’t swim with them. Find a pond that just has regular frogs and dragonflies and hang out there.)

4) Carbon copying other peoples’ product is a doomed strategy, no matter what niche you’re in. Sure you might try to be the guy who makes El Cheapo knockoff products in China and sure, some people make a lot of money doing that, but the bottom line is: If you don’t have a USP (Unique Selling Proposition) then sooner or later you’re dead.

My advice to you:

Abandon this niche entirely. Stop selling “get rich” stuff.

Stop selling “how to market stuff on the Internet” stuff.

Do a thorough inventory of yourself and your knowledge and your skills.

Relax. Stop striving to “Get Rich” and just make ONE DOLLAR first. A modest goal. One dollar of honest profit that you can be proud of.

Find some OTHER niche (hey, there are only a MILLION other things you could sell on the Internet – yes, literally a million). Find some other product to sell. Find something that has NOTHING to do with making money on the Internet.

Maybe there’s some odd thing you collect, like pink flamingos or wrought iron furniture. Maybe you’re familiar with specialized motor parts or some sort of industrial equipment. Or you grow orchids or collect 16th century romance novels or movies from the 1930’s.

Or maybe you go to a trade show and find manufacturers in some market where most people are clueless about marketing, and build them an online presence. Work out some kind of profit sharing deal, or get them to put you on retainer. Sell that product.

(That’s a real useful tip I just gave you there.)

Or sell some kind of information about that topic. Like I said, do a thorough inventory of what you know and where you’ve been and go into a niche you’re intimately familiar with.

"What should I do next to grow my business this year?" Take my 2-minute quiz and I'll show you where you'll get the most bang for your buck.

My nephew Josh asked me for broad advice about starting a home business and here’s what I told him:

Josh,

1. Don’t get into a pre-packaged business. There are LOTS of them out there. Network Marketing deals, Internet deals, etc. You should capitalize on your individuality.

2. Doing something online…. boy I deal with that ALL THE TIME. Is is VERY competitive. An at-home online business is the white picket fence of the 21st century. Super great – if you can pull it off. Most common things are things like selling ebooks or selling things on ebay. If you do something like that you have to specialize in some particular niche.

The people who do best at that 1) know their subject and their customers EXTREMELY well; and/or are 2) very in-tune and comfortable with the whole online scene and culture and websites and everything.

The more nichy your topic, the more you can rely on #1 instead of #2.

3. Offline: Anything you know how to do – like plumbing or handyman stuff or swimming pools or repair hang-gliders… or knowing how to cook or take care of kids or organize a house… as soon as you have a way of advertising and getting customers, you have a business. Might not necessarily be an “at home” business, but it’s a business.

Oh, and by the way if you do a business like handyman stuff or repair or remodeling, all you have to do is show up on time, answer the phone, tell people the truth, finish projects on-time and on-budget, and you’ll kick everybody else’s ass in town. In a business like that, half the secret to success is literally “showing up.” You’ll get lots of referrals, customers will love you, and you’ll make a good living. Even in an economy that sucks.

4. If you know what you want to do, then I can advise you about promoting it. Let’s take plumbing for example… to advertise yourself as a plumber you need all the certifications and everything. Doesn’t
keep you from doing it when people need it and getting paid for it, if you’re a ‘handyman’ instead of a plumber.

5. Any business that is going to work for you is based on the gifts and skills that you mostly already have. So it’s actually kind of sitting under your nose all along. You just need to start taking inventory. Asking other people what they see you being good at. Listing your skills and looking at all the things you’ve done etc.

Here’s something I sent to a personal friend of mine, Anita, last summer when she asked me pretty much the same question:

Anita,

OK, here’s some things I’d like you to do… Good stuff to do over your morning coffee or whatever.

BTW what we’re ultimately looking for here is intimate knowledge of various microcosms in the world, where you may have sell-able skills.

BUT….. right now I don’t want you to think in terms of selling or jobs or all that while you’re doing this. That would be a limiting way to think of it right now.That can fall out of it later. For now, just
crank out the list o’ stuff.

-List every magazine you’ve ever subscribed to for any length of time

-Same for newsletters & various publications that you consistently enjoyed reading

-Every job or industry you worked in long enough to become really familiar – even if you’ve been out of it for a long time

-Every “group” that you’ve been a member of. Examples could be – golf, Presbyterian church, girl scouts, cancer survivors support group, bowling league, pottery making class, David Hasselhoff Fan
Club, horsemanship, stamp collecting, backgammon, owning rental property, investing, chess club, etc.

-Every major schooling / training / educational experience you’ve had (like travel to Africa or airplane mechanic school or nursing degree)

-Every hobby or fascination you’ve had

-5 topics you know a lot about, that most people don’t know you know a lot about

-Specific products, services or experiences that you have great familiarity with (like a washing machine that broke down so much, pretty soon you knew how to fix it better than the repairman)

-Topics you own more than 5 books on

-A story of 2 major personal victories from each of the following: childhood; teen years; early adult; recent adult. Tell what happened and what made you feel GOOD about it.

Why don’t you chunk on that for awhile and let me know what you come up with. I bet somewhere buried in that list is a marketplace that would pay money for your skills.

From that you can form a USP, determine something unique to sell, have a ready-made understanding of the customers who buy that sort of thing, and have a MUCH easier go of it.

Finally: Take the Marketing DNA Test and pay very close attention to your results.

If you in fact do have a solid grasp of basic direct marketing principles, then I DARE you to do this homework assignment – and I mean, do *everything* I just said to do right here – I dare you to do that and not have some kind of successful business that you are really proud of, 1 year from today.

Perry Marshall

P.S.: If some endeavor you’re pursuing has failed and failed and failed and is making you feel utterly sick on the inside, then STOP. Cut the ball and chain. It’s like that sad Stevie Nicks song “Stop dragging my heart around.” Don’t waste another minute on it, until you’ve found a completely and totally different way to approach it. Or just drop it entirely and find something else. No more Pink Koolaid.

P.P.S.: All the advice I gave to Josh and Anita and Gia applies to any marketing project. Before you spend another dollar on education, promise yourself you’re going to take the inventory I just gave you above. Your success depends on you finding a NICHE that matches your passions and your expertise to a hungry crowd.

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About the Author

Perry Marshall has launched two revolutions in sales and marketing. In Pay-Per-Click advertising, he pioneered best practices and wrote the world's best selling book on Google advertising. And he's driven the 80/20 Principle deeper than any other author, creating a new movement in business.

He is referenced across the Internet and by Harvard Business Review, The New York Times, INC and Forbes Magazine.

123 Comments on “Memo from a Pink Kool-aid Drinker”

  1. Perry,

    Thank you. Great advice.

    When I read Gia’s email to you I wanted to yell, “Lady, start out by deleting all 5000 of those emails!” She sounds like someone who needs a week on a beach and a mind-clearing session. She will never be able to be prodcutive under such disallusion and stress. Poor thing.

    Thanks so much for sharing.

    Kirk

  2. This certainly made me think although with time/money running out and the only big money having been made in the ‘make money’ niche I’m still looking at what else I can drag from that market until I get the ‘other’ niches working as they should.
    I keep saying to my wife that there’s a link missing and I just can’t put my finger on it.
    I’ve made a ton of money off and on over the years but the off lights are stuck on at the moment.
    Adwords hasn’t been kind to me recently and I’m wondering if it has just got that much harder that I’ve fallen behind the 8 ball.

  3. Perry,

    What if you’re “good” at a bunch of things but:
    a) not “great” at any of them and
    b) not excited by any of them?

    1. Norio,

      (a) is kind of a problem. I for one endorse getting really, really good at SOMETHING.

      (b) is a bigger problem. All I can say is, somehow, somewhere you oughtta be able to find something that’s exciting and inspiring. If you can’t, you’ve been under too much stress lately and you need to create some space where your passions have a chance to come back. Then go back to (a).

      Perry Marshall

  4. JoAnn,

    About 15 years ago I went to this little retreat that someone at my church put together. The church was Willow Creek and Willow has always been admired for their ability to get lots of volunteers pulling together. It really is an incredible place.

    Christian teaching has always been that different people have different gifts and must work together for a healthy church; it’s been a core belief for 2000 years. Romans 12 and 1 Corinthians 12, for example.

    So at this retreat we spent a whole weekend digging into this, with the help of material from http://www.sima.co.uk and their Motivated Abilities profile.

    Very powerful stuff. Out of this came all kinds of personal stories of my own that indicated what kinds of things I should be doing in my life.

    One of those stories, for example, was me winning a writing competition in 6th grade. Something I’d almost completely forgotten about.

    Many of the skills that came up in that profile were skills I was NOT using at the time. I was drinking “Biz-Op” Koolaid (the same variety of thing that inspired this whole blog post in the first place) and I chose to happily ignore the wisdom that I had gained from the retreat.

    Instead, I chose Napoleon Hill’s mantra, “Whatever the mind of man can conceive and believe, it can achieve.” (Something I do not believe to be true today.) I continued to charge windmills on my Don Quixote mission.

    Fast forward about 3-4 years, I am MISERABLE. I’ve just gotten demoted in my job, we’re going deeper in debt at a frightening pace, none of my business efforts are working out and I am at the end of myself. I’m looking for a different job and I’m exasperated trying to figure out what I should even attempt to do.

    It’s at this point that I go back and get out that manual from the retreat. I start re-reading those stories and looking at the assessments.

    I take it real seriously and begin to make a careful inventory of myself and my gifts and what the right career for me might really look like. It’s something that would incorporate writing, specific technical skills, and not selling commodity items but expertise.

    I get real clear on this and start to only consider opportunities that take advantage of these skills.

    A big symptom of my problem had been: My strongest skills were often considered liabilities. For example in my sales job, my boss would repeatedly badger me to stop “solving problems” (as an engineer) and “just go sell something.” In my turn-key biz-op endeavors, creativity was proclaimed to be a liability. In both places I wasn’t supposed to be writing anything; I was supposed to get on the phone and go see people.

    Six months later I do find a job that fits all these criteria – the technical expertise, the writing and marketing skills, the consultative approach to selling – and my career lurches forward in a very gratifying way. Even though what I do now is considerably different it still uses those same skills. I doubt this will change much through the course of my life.

    That is a lesson I NEVER forgot. And the self-inventory I have here is pretty much the same thing I did years ago, that got me un-stuck. So yes this really does work, and yes, I learned it the hard way.

    Perry Marshall

    1. Perry-
      I just noticed this post. i hope you rewrote it somewhere else, instead of it being buried on this blog. it’s important, encouraging information. glad i saw it today.

      i’m now on my 4rth niche site – just started today. first one i already mourned and put to rest. second is first page in google for my main keyword telescope binoculars after one month, and the third is on the third page and climbing. No sales yet, but I have good suppliers (dropshipping from the manufacturer) and once the ranking comes, traffic will follow, and so will, G-d willing, sales.

      Thanks for your inspiration,
      Ted

  5. Wow…as someone who has done career coaching since 1998…what GREAT and excellent advice Perry. Great insight…so true..it’s about authentic power, energy translated through geniune interests. That combination will attract those who need/desire what you’re offering.

    Your family members…are lucky to have you!
    Kudows to Perry the Sage!
    JoAnn Corley

  6. Perry,

    Your free advice is better than the information others charge for.

    First, find what it is that you love to do. THEN go about trying to make money at it. Otherwise, you will not put in the time and practice to get good at it.

    By the way, I have seen a guy make a lot of money online selling bird cages. Talk about a small niche where you can make a fortune…

    Paul

    Eat Well. Live Well.
    PurpleGreenPops.com

  7. Well I guess making over a million online selling “make money stuff” puts me in the top 1%?

    With people stealing billions of dollars there have to be a lot of people in on the scheme. Maybe life isn’t a ponzi scheme but the stock market sure is.

  8. Lloyd,

    The A-Z product is brand new, as of less than two weeks ago. That’s why there’s not a huge pool of testimonials and forum comments.

    The A-Z product does not go into the depth of how to do AdWords that the Definitive Guide does. It’s Big Picture A-Z, not A-Z on every nuance.

    I offer money back guarantees on almost everything. There is a 5% of the population out there that shamelessly rips us off, but most people are thankfully more honest than that.

    Perry Marshall

  9. Hi Perry
    Ive been looking over your material for well over a couple of weeks. I came across your name browsing through forums. Im no newcomer to the internet, Ive been running websites for over 10 years (though websites are just a marketing tool amongst others for the time being for me), and I have also followed much more expensive programs, like personal development live seminars which have cost me much more than your course but Im looking for something new to do. Your A-Z product looks very good, infact almost too good, I dont get how you can offer a money back guarantee if you are not satisfied, you must get ripped off all the time? Anyway this is not my biggest reservation, its more :
    – although on the forums you seem to be spoke of highly with regard to your definitive guide but I cant find any feedback in any other forums from people who’ve bought this product

    – why buy the A-Z product and not the definitive guide for someone like me (Ive been doing adwords for 2 years), apart from the obvious response, that the definitive guide only advises on adwords

    I do hope this message gets posted.

    best regards
    Lloyd

  10. First, thank you very much for the well written and very interesting topic in your post. Your integrity and professional presence shows through.

    I have also greatly appreciated the various comments to your post, all appear constructive view points as they give further insight.

    Comming from a very broad ranged background(I’m a salty type)I did a thorough inventory of myself. However, I seemed to land up none-the- wiser in niche, although, a need to spread work over a number of programa or ventures was indicated from the vageries of bthis market.

    My enquiries into a professional evaluation of my background and interests, yielded little or none or I was told it cold be expensive. Perhaps, if you know where I could get such assistasnce or guidance, this would be appreciated.

    As some of my background lies in the ‘handy man’ area. I was particularly interested in your comments in this direction and the advises or suggestions given. However, I have a more academic side and my aspirations are for just above a reasonable income replacement level. I am still reviewing my passion direction.

    I certainly respected your ‘dose of reality’. Thanks !

    Regards = Roy

  11. Hey Perry,

    Just a note of appreciation for posting the letter to Anita.

    I spent thirty-five minutes filling in all the categories. I’m amazed at all the things that came up – I had several “Oh, yeah, I forgot about how much I love _____” moments.

    Liane

  12. Andrew:

    I didn’t suddenly start telling the truth after I became successful. In the present, I could make a lot more money selling feel-good biz-opp stuff. But I wouldn’t feel good about it.

    I have NO problem with people spending money on guru products. I’ve easily spent over $100k on such things myself. I totally believe in personal development. I just have a problem with teaching people to make money by teaching them to sell other people information on how to make money. In whatever form it takes, that’s a pyramid scheme. When I was in MLM 10+ years ago I learned that the hard way. Further thoughts at
    http://www.perrymarshall.com/adwords/renaissance/mlm/

    Sean:

    Thanks for the great post!

    Dan:

    If something’s a labor of love then it’s a labor of love; do it to your heart’s content.

    If it’s supposed to pay, then you have some kind of benchmark for what’s success or failure for you.

    You’re sounding a little disappointed with the results you’re getting. Maybe you just might give yourself permission to take yourself off of some hook and move in a different direction.

    Don’t pressure yourself. Just open yourself up to a new direction.

    Scott:

    I’d be surprised if this kind of information is available in a survey anywhere.

    A key to understanding what’s out there is this:

    The distribution of such things is described by a branch of math called “power laws”, which essentially says that for every 1 site selling $10 million a year, there are 10 sites selling $1 million a year and 100 sites selling $100K per year and 1000 sites selling $10K per year and so on, all the way to the millions of guys who’re blogging for 12 cents an hour or for free.

    A bell curve will reflect this but not in an obvious way. A bell curve will emphasize that the average commercial website makes $100 per month (that would be my own wild-ass guess by the way) but it doesn’t highlight where the action is – which is the few that generate the big results, at the very far right end of the curve.

    I hope to release a product later this year on 80/20 which will shed more light on a lot of this.

    Perry

  13. Does anyone know of any credible studies showing how much money small entrepreneurs are earning on the Internet?

    Does anyone have a reasonable guess of how many U.S. residents who are spending more than 15 hours a week at Internet businesses are earning revenue in different brackets — say, between $0 and $30,000 a year, $30,001 and $60,000 a year, $60,001 and $90,000 a year, $90,001 and $150,000, etc.

    I assume there’s a bell-shaped curve of normal distribution, and I’m curious to know more about how it’s shaped.

    It might be possible to make some reasonable assumptions by studying the amount of money various web sites spend on Google AdWords. It’s probably a good bet that people who spend $150,000 a year on AdWords are bringing in at least twice that amount in gross revenue.

    Can anyone help carry this thinking any further?

    Thanks.

    –Scott Silverback
    http://www.thissellinglife.com

  14. Hi Perry,

    I’m six months old online and it’s been interesting. My biggest challenge has been how to reconcile my ‘offline’ life with my ‘online’ life – and the fact that this was a challenge speaks volumes.

    I mean, really, why would there be a difference? Why would I do something online that I would be embarrassed about offline – but this was my fear.

    So, I haven’t made much money online yet at all – but it’s not for lack of activity. In fact I’ve never been so productive.

    You see, I haven’t been focusing on income earning activities – but on research, product development and learning.

    While some people seem able to throw money at Google from the first day they start, I’ve been reserved – too aware that I don’t understand enough about this world yet to recklessly launch in.

    Sometimes I feel a slight twinge of guilt that I haven’t ‘make it online yet’ – but this is just baggage from the stereotypical image we see.

    In my offline world I’m a professional – but I’m not a marketer. So, why would I expect to become an ‘internet marketer’ overnight?

    Online – offline – there is no difference – I am the same professional. So, my focus must be on building an ‘online business’ for which I use my ‘newly forming internet marketing skills’.

    In 6 months I’ve learned a lot – but the biggest thing I’ve learned is this: the only people who succeed – really succeed – are those who do all that is required. Not half of it. All of it.

    You can’t run an offline business without attending to all the parts of that business – it just wont work.

    Everyone can take action – just like the start of a race. But only those who plan and prepare will have the necessary knowledge and skills to persist.

    Keep up the good work. Your coaching program is one that I will do – it’s just that I’m only going to pay for it out of money I earn online. Hopefully that’ll be soon.

    Warmly,

    Nic Lucas

    http://www/niclucas.com

  15. Perry-

    Your suggestions for identifying a person’s special interests (what subjects do you have more than 5 books on, what groups have you ever belonged to, etc) was the best I’ve ever seen.

    Your approach doesn’t call so much for introspection as answering specific historical questions. I think that’s much easier for most people to do. Perhaps it’s even more valid.

    Thanks for another great idea.

    Joe

  16. Hey Perry,
    Thanks a lot for the honest advise. It really helped in realigning my thinking for the future.
    I always strive to offer quality contents to my subscribers through hours of research and dedication. I realised the most important thing in this business is BEING ONLINE and helping out other people in something that you are passionate about.
    I will add more pedigree to my online passion now with your valuable advise.

    Thanks again

    Team Xbox 360 Problem Fix

  17. Perry, You give some great advice…

    “If some endeavor you’re pursuing has failed and failed and failed and is making you feel utterly sick on the inside, then STOP.”

    But what about the other side of the coin, where persistence pays off. I forget where I read it (maybe from you), but someone once said it’s like buried treasure that you know is there, you just don’t know how deep.

    I personally have about six websites built over five years. Most make some form of money that is they are in the black. But I’m not making the profits I feel I should. I offer high quality products (if not superior products than all my competition). I have spent many hours and long nights working on these websites. But again, it falls short of being able to make a living from the websites.

    My question is when do you know an endeavor is lost? Are you saying it is a matter of how you feel about it? Your comments said if your endeavor is making you sick stop. Are you implying that if you don’t have a good feeling about your websites, it time to let go? Are you saying if it stopped being a labor of love, then you need to stop? If that is not what you mean, than what is the benchmark? How can you make the determination when something isn’t working?

    I consider myself a very good internet marketer and a very good website developer. I feel good about each of my websites. I’m excited every time I roll out enhancements, feeling sure that the traffic will begin to increase. But, as I said before, the payoff after each rollout doesn’t seem to match the effort involved.

  18. Perry,

    Great post.

    I do think there is a fundamental thing missing from most online businesses that no one ever wants to address because it’ll scare people off…

    … it’s skills. Many people don’t have any.

    The biz opp crowd’s pitch is that everyone has something they’re an expert at. I don’t think it’s true. Some people haven’t bothered to learn anything.

    They do the minimum possible to get by, and their the online business “get rich in 30 days” scheme is the ultimate manifestation of this “something for nothing” attitude.

    And I’m not talking about degrees or certifications (though they might be helpful) but actually hard, tangible skills that you can write down on paper and exchange for money.

    The plumber thing is a great example. Dude can fix pipes. Dude gets paid to fix pipes. If he works hard, dude can probably figure out how to sell his services (or system) online and make some money.

    In the IM world, people confuse knowledge with skills. Knowing that the weight loss or money making markets are huge, doesn’t mean squat. Knowing how to get 1000 visitors from StumbleUpon each day, doesn’t mean anything when all you’ve got for sale is a PDF that no one wants.

    The following dialogue from the movie, Napoleon Dynamite, is ridiculous, but also a great lesson for online marketers (just replace ‘girls’ with ‘customers’ so it makes sense.)

    Napoleon Dynamite: Well, nobody’s going to go out with *me*!

    Pedro: Have you asked anybody yet?

    Napoleon Dynamite: No, but who would? I don’t even have any good skills.

    Pedro: What do you mean?

    Napoleon Dynamite: You know, like nunchuku skills, bow hunting skills, computer hacking skills… Girls only want boyfriends who have great skills.

  19. Perry and Glen so often have great nuggets of valuable information that are worth my time to read.

    Some things I picked up on my journey of very hard knocks of creating and running a real business:

    1. Traffic that does not convert is just ego building. SEO often generates this, the key is focus on convertible traffic. Most SEO firms will never use the word conversion.

    2. Do A/B Testing of your landing pages to increase conversion. If your not doing this, start NOW.

    3. Define the Drucker 3 Questions:
    a. Who is your customer
    b. What do they value
    c. What can you provide of value to them
    That is followed by how do you measure this…

    4. Ask another Drucker Question – Are you doing the right work?

    5. Ruthlessly use the 80/20 rule – Pareto principle in your business.

    6. Have a business plan, the work of developing it will help tremendously. Even if your entire business changes (which it usually does), it still helps.

    Sincerely,

    Ray
    The Street Smart SEO

  20. Hi Perry.

    This column is notable in providing some excellent questions for self-inventory. The great need for this kind of advice is evidenced by the glowing responses above.

    As a teaching tool, your column rates highly because there are enough examples to form a pattern that readers can follow. Bravo!

    Your progression might hopefully move to incisive methods for reality checking of specializations identified. What will be needed as part of business planning is to determine some rough estimate of proficiency, and thus market penetration. That question is one on which precious little is written.

    Your comments would be most appreciated on plans to devise cross-checking of quintiles of proficiency in the niche.

    Cheers.
    rkh

  21. Hey! A piece on product creation. Sweet.

    I do a bit of reading on marketing of course, and am a long time PM subscriber.

    But I always notice that one lacking thing, a product. You can’t market nothing. Or can you?

    Nice to have a bit on product creation.

  22. Hey Perry,

    Great post!

    I joined your news letter about 5 months ago and all i can say is that you are the one of the most honest Guru’s on the internet today. Your information is the real deal ! …

    My advice to new folks don’t believe all the hype of peaple making millions on the internet.. It all a psychology tactic followed by preemptive strikes to get you, the customer to push the add to cart button and take out your credit card to buy their product. If you are new the internet signs up for Perry’s new letter. The information you get from Perry will put you on the right track to getting your business on track

    Heck, I know small business owners who spend 250k per year for Google online advertising and they don’t accept Visa, MC online only COD and they have no idea what Click Bank is? – They have gross sales of 1.5 mil plus a year…. So when Perry states that you have to be razor sharp .. you gotta focus on profitable niches ……Don’t be disappointed if you spent months on creating an e-book and it’s not raking in millions. The super affiliates and successful product owners use focused research. Testing niches with a very small investment up front, until they find a gusher. It’s allot like drilling for oil and looking for hotspots. Your research tells you that there are oil deposits out there, so the first step is to test, if it looks like a good producer or in our case a nitch with w/ good CTR and conversion rate you roll with it. Now the technique and system you initiate is key!

    The super affiliates don’t make sales of 10k a day without spending spending 4k -5k in PPC . So when they show you their Click Bank account and total up 10k for a week they have spend at least 40% in advertising the products. The ones that are telling you that they are raking in 25k per day it’s because they have monetized their lead base with other JV’s. For the most part stay away from the “dream maker” ads nobody makes 6 figures in 7 days without having spent several years in the business and building strong long term relationships with other marketers.

    That’s the real deal my friends.

    Chris J,
    Minute-Man, Boston

    “Everything has been thought of before, but the problem is to think of it again”

  23. @Perry and Glen.

    Fantastic response!

    The sad thing is that we live in a microwave society. We live in a “I want it now ” system and a lot of folks are somehow conditioned to believe lies instead of the truth.

    Another sad thing is that they don’t come across folks like perry and glen until they must have wasted their life savings on these “make a million dollars over night ” programs. That is very sad.

    Call me cheap if you want. I actually have about 18 questions that I ask myself before I buy any of these courses online. Yes, 18.

    And I make sure I am not in a hurry to make any purchase. I must be the one in absolute control else I am not buying. It has saved me bundles!

    The very few products I have on my shelve, I don’t regret buying them.

    Here is something I received from Sean. I trust some folks will find it useful.

    A car in an auditorium? I never heard that before. Actually I never attended those kind of events anyway

    Here we go!

    In the year 2003, I went to a presentation in Australia.
    There were 450 people in the room. And two fancy cars (yes in the
    room!) And then the speaker ran from the back of the room to the
    front, amid thunderous applause.

    =====================================================
    Five days later, I was $10,000 poorer.
    =====================================================
    And none the wiser.
    I’d been suckered by a get-rich-quick scheme.

    If you’re feeling a little superior at this point, I don’t blame
    you. But when I started out in business–and for a few years after
    the starting point–I was quite concerned about getting enough
    dollars in the bank. Actually, if someone promised me some crazy
    scheme to improve my bank balance or customer acquisition rate, I
    was more than likely to look their way.

    Hard work was intoxicating. But sitting in the ‘counting house’
    counting money was frankly even more appealing. I frankly don’t know
    how much money and time I spent before I got wise. Or should I say
    wiser.

    =====================================================
    The moment of wisdom came when I started recognising the red flags.
    =====================================================
    – I started avoiding anything ‘instant.’
    – I started avoiding anything that offered ‘tsunamis of customers’
    – I started avoiding anything that had fancy cars, surfboards,
    planes, jets, boats.
    – I started avoid anything with graphics of cheque books and bank
    balances.

    I realised I was trying to learn the tricks of the trade.

    And the people who were teaching me (or trying to teach me those
    tricks) were Ponzi schemers. They’d take my hard earned money, and
    then get me to follow their methods. I would then have to turn
    around and do the same lecherous activity.

    =====================================================
    And frankly it sickened me.
    =====================================================
    I realised I didn’t want a big yacht. Or a jet. Or twenty thousand
    X-Boxes.

    I didn’t want to surf on the waves all day. Or frolic in palm grove
    coves.

    =====================================================
    What I wanted was far simpler
    =====================================================
    I wanted a decent life. I wanted to have time for myself. I wanted
    to be able to drink my coffee in peace. Eat my lunch and dinner in
    peace. I wanted to travel. I didn’t want to be pushed around by
    customers. I wanted to be paid in advance, and not have to beg for
    my due. I wanted a few goodies like my MacBook Pro. And I wanted to
    know that my future was getting more secure with every passing year.

    Hard work didn’t scare me. But I wanted to work fewer hours if
    possible. And I wanted lots of time to just sit and do nothing but
    read, or drink a Leffe Brune.

    =====================================================
    Of course things got didn’t get better right away
    =====================================================
    In our first month at Psychotactics we earned just $28. I don’t
    think it got much better that year, but with every passing year, the
    simple dream seemed to get momentum. And over the last seven years,
    we’ve gotten to a stage where we’d do fine even if we took a year,
    two years, even five years off. Of course this healthy state of
    affairs gives you loads of time to think.

    And in this time I’d get mad at the get-rich-quick merchants.
    Until realisation dawned on me once again.

    =====================================================
    I realised that these people had a purpose in life.
    =====================================================
    They were simply doing the rest of us a favour. They were attracting
    those who were interested in the short cuts. They were attracting
    folks who instinctively know that you can’t learn to play the piano
    in three months, but believe that you can be a zillionaire in the
    same amount of time.

    =====================================================
    They were attracting the Sean D’Souza of 2003.
    =====================================================
    I was that person.
    I wanted the shortcut.
    I wouldn’t listen to common sense.
    I wouldn’t listen to those who promised me results based on hard
    work.

    Well, I would, but I’d try and see if there was somehow some easier
    way.

    =====================================================
    And that’s the role of the get-rich-quick merchants
    =====================================================
    Their job is to teach some of us that only hard work and dedication
    will get us to where we want to be. And equally important, their job
    is to keep taking the dollars away from people who never learn the
    lesson.

    =====================================================
    They were actually doing me a favour, I realised
    =====================================================
    Because shortly after, I invested both time and money in education.
    I bought from people who promised me nothing but hard work. People
    who didn’t promise the big boats, and the fancy surfboards, and all
    the glitz. I carefully evaluated where I was going to spend my
    money, and then spent a lot of it learning from these folks.

    And things changed quite dramatically. The guidance made a
    difference.

    The hard work factor never changed, but I was achieving a lot more
    in far few hours, and with far less effort. And getting paid in
    advance (which is always a nice thing to have).

    =====================================================
    But something else was happening as well.
    =====================================================
    I was getting better clients thanks to the get-rich-quick merchants.
    They were weeding out the people who simply wanted it easy. They were
    weeding out those who got impatient because they tried something for
    10 minutes and weren’t getting results. They were weeding out all
    those for whom hard work is like a disease.

    By the time most of our clients get to Psychotactics, they’ve sowed
    their wild Internet oats. Most, if not all our clients have gotten
    over the get-rich-quick mentality. At our workshops we work with
    people who are willing to put in the hard yards.

    In the Cave, at 5000bc, we even have a ‘Taking Action’ section,
    where people post their daily progress on a specific project, while
    getting advice on how to move ahead. It’s nice to finally be and
    work with people who understand the value of continuous guided
    momentum.

    =====================================================
    Hmmm…
    =====================================================
    So that creep in Australia did me good after all.
    He gave me a $10,000 lesson. A lesson that I didn’t understand
    till many years after the incident.

    So now when I see the get-rich merchants roll into town and promise
    these gazillion dollar returns, I don’t always smile. A grimace
    still envelops my face.

    =====================================================
    But eventually I break into a smile.
    =====================================================
    And get back to work.
    And to drinking my coffee in peace.
    And playing with my MacBook Pro.

    P.S. Since 2004, barring a year or two, we’ve always taken 3 months
    off per year. Yes, three whole months. And we spend inordinate time
    in the cafe. This got one waitress to ask me if I had a job. Or was
    in between jobs. But this idea of the ‘easy life’ can be misleading.

    When we work, we really give it our all. When we don’t, we don’t.
    And it’s something worth fighting for. The ability to be able to have
    your coffee when you want, with whom you want, and where you want–
    be it Auckland or Tokyo.

    Warm regards,
    Sean

    ps: Wisdom key: Perry responded to an email,highlighting some experts in various areas of online business. Any one who is just starting out may want to start from there. It is that simple.

    These guys will definately lead you aright IF YOU LISTEN.

    Just like those passages in deut. 28. The “IF factor”

  24. Not sure how to react to this post. My general feeling is I can’t believe you wrote it. Then I realised you wrote it from a position of success so you can afford to give advice like this.

    For those of us who have invested time and money in perfectly reasonable online opportunities it’s actually quite depressing advice. It preys on fear of failure which Napoleon Hill says we should not do.

    As for spending money on guru products I don’t see that as a problem it’s personal development as long as you buy the right books.

    The key according to The Secret endorsed by Bob Proctor and many other successful people is to have a purpose, overcome your fears, learn to market which you can learn as a skill and have an automated system that sells 24/7.

    The only problem I have had marketing is Adwords even after applying your principles in your Definitive Guide. Why? Because the learning curve is huge you for assume a $100 a day budget is within a home business owners reach. Well in many cases it isn’t. Adwords is massively open to fraudulent clicks and has such limited copy space unless you are an expert copywriter you get a serious mismatch of leads and offer.

    The most successful earner in my company who did earn a 6 figure sum in 12 months spends £3,000 on Adwords Mike Dillard says he spends $10,000 a month.

    So actually the best advice I have given myself is ignore Adwords because it siphons off my bank account. Social media produces for better VFM and I only wish I had been taught the techniques I now know at the start.

    I was a big fan but now I just end this comment confused why you would discourage so many aspiring internet marketers? My advice is never give up because what the mind can conceive of te mind can do.

  25. Thank you so much for the honest assessment of the Internet Marketing arena. I appreciate your candid discussion and have forwarded this article to a bunch of friends and business associates.

  26. “There is no law in the universe that says, just because you’re interested in something means you can sell it.”

    Well, of course you are right on this, just as there is no law that if you haven’t made money in a niche, it must be a bad niche. (Both are fallacious, and neither of us made either point). I haven’t made much money in a so-called good niche, let alone a bad one! So I think I’ll go check out D&L and see if they can help me better identify what’s good and bad. Sometimes it is not the niche that’s the problem, or the guru’s giving the advice: sometimes it is just thick-headedness, despite the best intentions and efforts of people like me. I obviously haven’t “put it all together” yet. :-)

    Thanks for the reply and for all your work.
    Gary

  27. Gary,

    There is no law in the universe that says, just because you’re interested in something means you can sell it.

    I’m interested in all kinds of topics that would be marginal markets for niche products.

    One thing I can tell you is, Glenn Livingston’s survey method reliably identifies markets where there is interest and no profit.

    My point is: Just because you’re interested in making money doesn’t mean that’s the best market to sell to.

    Yes Glenn and Terry’s product has a similar sounding sales letter as hundreds of others, makes similar promises. Difference is, their stuff works. Most other peoples’ don’t. They’re telling the truth. Most other people aren’t.

    Actually I think their product is substantially under-priced. It’s got like 12 hours of content and if you know these guys, it’s rock solid.

    It’s probably not as flamboyant and exciting to listen to as the Big Promoters.

    But it WORKS.

    I don’t think the difference between the good stuff and the bad stuff is at all obvious at first. It takes a long time to develop that discernment.

    To Anonymouse:

    I could not disagree more with your statement that life is really just a ponzi scheme. It reminds me of that scene in the movie Wall Street (80’s) where the guy says, “It’s all just a big zero sum game!”

    That was a LIE and it still is. One that takes many, many forms in the business world today. Fundamentally it’s a lie that spits in the face of innovative, inventive people who solve problems.

    The Bernie Madoffs of the world are NOT the producers. They are parasites that destroy what the producers create. Never, ever confuse the two. Don’t even think of using him as your excuse for also being a parasite.

    If my Definitive Guide to Google AdWords only worked for people who sell “how to make money stuff” then I would unquestionably be some kind of a fraud. Fact is, it works in thousands of different markets from doorknobs to industrial equipment, as the testimonials on my site attest.

    You are right, those trying to sell make-money info are not succeeding because of the quality of their offer and their traffic. But if you want to have great traffic and great offers in this market, you’ve got to be in the top 1% skill set of all marketers or you won’t make it.

    On the other hand I know all kinds of non-money related markets where people are making a BUNDLE with decent if not world-class marketing skills – because their competition is clueless about direct marketing.

    Perry Marshall

  28. Any products that help other people make money are going to sell LOTS better than so-called “niche” products.

    I have tried probably a dozen different niches and it is just 500x easier to sell products that help others make money (doesn’t have to be online) than it is to sell niche products.

    So telling people that the reason they’re not making money online is because they’re selling make money stuff is silly.

    I’d suggest that the reason they’re not making money is either a) the offer sucks or b) they get no traffic to their offers.

    If you have a quality list and a quality offer you’ll make money.

    Life is a giant ponzi scheme. Just look at the top of the financial food chain, the fund managers like Bernie Madoff ripping people off, and the way the housing market is set up to be a game of musical chairs.

    This is the world we live in, and pretending otherwise is a good way to end up giving up on making money with your own business.

  29. I appreciate your candor, and I don’t doubt your words of advice. My struggle is with your very last comment: “Your success depends on you finding a NICHE that matches your passions and your expertise to a hungry crowd.”

    That is really a much bigger mouthful than it looks like. I know what my passions and expertise are, I’ve spent years defining, developing, and nurturing them. But finding in the various niches of my interests “a hungry crowd” who will pay for what they are hungry for — well, I’ve been very slow about discovering it, despite all my work with AdWords with numerous “best guides” I can find. (I have spent a good but of money learning that even when I follow directions, I’m likely still not following directions.)

    I attended a seminar by we well-known internet marketing organization in CA and they were saying the same as you: find a niche and supply what is needed (much more, of course). But when I approached them about my particular interest, they all just stopped talking and looked at me. (I’m not kidding.) I don’t know if they just didn’t know anything about my area, or thought I was barking up a tree with no coons, but they would just stare.

    Honestly, I don’t think I have a coonless tree, but I’ve been out in the dark for quite awhile now, and I would really like to see a couple up there.

    Undaunted, I will keep going. I’ll take a look at the Livingston/Dean resource you suggested. Thanks.

    Gary

    P.S. I do have one insensitive question: If it really is so different from all the other stuff I’ve been buying, reading, and falling on my face with, why does it need to look, sound, and act so much like all the other stuff? Same profile, same price points, same P.S.’s, etc. My first inclination is to walk away. But I won’t. Thanks again.

  30. My heart goes out to Gia.
    My toes are dabbling in the world of online marketing, PPC and Adwords and I can’t tell you the thrill of earning my first dollar!
    Dollars continue to trickle in from here and there. Not millions!
    But hey…something is better than nothing.
    Of course, there is a question attached to my comment:)
    If you’re not Joe Vitale:)….but you’ve developed a niche for over a year with a website, blog and online communities and are earning minimal dollars for my efforts….where would you go from there after you’ve exhausted all of your amazing free advice:) I’m frozen and I can’t get up:)
    Cheers.
    Mara

  31. Great advice indeed Perry. You have to be an individual and not follow the herd. And you need to be passionate about what you are doing and the rest will fall into place – with the right attitude

  32. Now having developed an internet-based business, it drives me crazy to see ‘internet marketers’ selling information to people who wish to be ‘internet marketers’ as if that was what ‘internet marketing’ was all about!

    It breaks my heart! It’s such bull!

    In all honesty, I really don’t like the phrase ‘internet marketing’ just because of that association: I prefer to think of it as just ‘marketing’.

    For me, the realization (and success) came when I realized that I was creating an internet-based *business* (emphasis on the business!). It’s just a business like any other except one’s point of sale is done on a website and the way that one tells people about their business (marketing), is through the internet.

    Repeat:

    It’s just a business like any other in your neighbourhood.

    So, if you don’t think you can sell something to someone in your city or town, then why would you be able to sell it on the internet? The people on the internet are the people in your city or town!

    I find that a great way of testing a business idea is just describing it to your friends and family. If they say, “Hey, cool!” then, it might be worth looking into. From that point, see if anyone else, online, is doing it. A Google search or two will tell you that.

    Heck, just go to etsy.com and check out all of the homemade stuff people are selling online. Those can be internet-based businesses!

    At the end of all of this, I’d just like to say that the best book, in my opinion, for telling you how (step-by-step) to set up an internet-based business is Timothy Ferris’s, “The Four Hour Work Week”. I wish he had written it when I had started!

    You can set one up in about two weeks. Come back then and let us know what you set up! :)

    I would say, “Best of luck” but there isn’t really any luck involved in it.

    Best wishes,

    Connor F

  33. Hi Perry,
    I get emails from you quite often on different topics and would like you to look at my site that I bought in to and tell me what you think. DO you think it will sell or do you think I am wasting my money and time promoting this. I just got started in this. Clickbank shows it is one of the top sites out there. Thank you

  34. Before entering any niche ask yourself one thing, knowing how much (or little) you know about this topic, product or service would you be happy to buy from someone with this level of knowledge me and be satisfied with the outcome.

    Let’s face it if you would feel cheated having bought from someone with as little knowledge or experience as you have you shouldn’t be trading in this market.

    Most people have a great deal of expertise in something (but not in getting rich on the internet); so sell advice, help or products in the area where you have expertise … and don’t try to rip anyone off about subjects where you are not an expert.

  35. Perry,

    This was a great post!

    In the past year I’ve signed up for tons of educational materials on internet marketing and have sampled nearly everything available from the big names. I’ve spent much more than $10,000, and as much as half of that was more or less wasted.

    Out of all that investment of time and money, a very small handful of people have provided what I consider to be very solid advice of extraordinary value. They are you, Glenn Livingston and Rich Schefren.

    Dan Kennedy is also great for on- and offline marketing advice, but he’s also a bit of a huckster.

    Fortunately I found you all early enough to give me the perspective I needed to protect me from some of the worst of the newbie exploiters.

    Plenty of other marketers provide useful tactics and tricks for making money, but no one teaches the “mindset” like you guys do.

    I’m looking forward to meeting you in person at Ken McCarthy’s System Seminar in Chicago later this month.

    Thanks for all the great material you provide.

    — Scott Silverback

  36. Hi, Mr. Marshall

    Thanks for your honest commentary on the Internet marketing business. Your are one the first online marketers comments I’ve read who is honest enough to tell it like it is. Thanks for the dose of reality.

  37. Hello Perry and Everyone else,

    As I read the post above it just further cemented a hunch (my gut :) ) that I’ve been having for quite some time now. This may sound a bit weird, but the more I read of Perry’s stuff the more I’m convinced of my hunch. Ok, enough babbling, I’ll get on with it.

    My hunch tells me that most of what I have found on the internet that “teaches me how to make money, or how to market on the internet” is mostly just “repackaged” Perry Marshall stuff.

    I mean seriously, every time I read an article on this website, I read something that makes me say “hey so and so, teaches that same thing.”

    Anyway, keep on doing what you do Perry, I think I found my “horses mouth”, forgive the pun.

    Be Great!

    Miles Hennis

  38. I can relate to Gia’s story 100%. After many years, I still consider myself a newbie, and it’s like the blind leading the blind or newbies leading other newbies. It wasn’t until I stopped following other newbies and starting following my own heart that I was able to finally start attracting the success I wanted to achieve with online marketing.
    Gia, you can have, be, or do anything you want as long as you really really want it and keep your focus only on the things you want and keep your mind off the things you don’t want.
    Wishing you Great Success!
    Karen Shain
    Co-author of “Living an Abundant Life,” and publisher of many eBooks for Health, Happiness and Success. Karen Shain is also the Founder of Bloomees.com, a shopping network of hundreds of stores where members can join for free and receive cash back on purchases made through the Bloomees Shopping Network.

  39. I think this is one of the best posts I’ve read in a long time.

    Thanks, Perry, for sharing that story and for the “homework” assignment.

    I actually do have a fair amount of background (corporate, however) doing internet marketing and graphics,yet I’m still not convinced I’m in my right niche “yet” although am officially launching a graphics site.

    I tend to do all kinds of projects for others (websites, etc.) and not for myself so I’ve found it difficult to get out of that mindset.

    I love to share and help others, newbies included, and teach them how to accomplish and learn things — it gives me tremendous pleasure. I also like to share my personal stories with anyone that I think will benefit and have been told I have a gift of writing and sharing those things. Another reason to reconsider my direction.

    I am going to do the homework and see what I come up with. Thanks, Perry!

    Christine

  40. Dear Perry and Glenn,

    I can’t thank you enough for your candor and honesty. I have entered the e-commerce arena guileless, enthusiastic, and totally believing, and totally at the mercy of the sharks.

    Initially, all I was after was a profitable online business that provides a good service on a topic where I know something, maybe even provide a little inspiration to other people and glean a decent living for myself. I have been totally “sucked up” in a sea of information that I have not been able to apply successfully. Why? Because it’s overwhelming. Too much!!! My email box looks like the red light district. Everyone is selling something. With all of the chatter, you’re left pretty much on your own to figure things out.

    My area of interest and experience is fine art and design. I’ve abandoned all 3 of my sites to give myself time to think things out before investing more time and money. My sites are wasted real estate at the moment. PPC has been a bomb for me.

    If you can share any insight that would help me get onto a better path, I will be so grateful.

    Perry, I feel you are one of the good guys. Respect.

    Sincerely,

    Joan

  41. Hi Perry,

    Sage advice as always.

    Being unique instead of a “me too” marketer is really the key.

    Thanks for a putting some good resources and some good food for thought!

    Sincerely,
    Jay

  42. Thanks for the helpful info Glenn.

    Perry, you are so dead on. I have spent over $30,000 on ebooks, internet programs with gurus promising me that I would be a millionaire in a year, programs that turned out to be absolute scams.

    In real life, I am still struggling with this internet stuff, but I know what you are saying works. Finally, after two years of “duh” and overwhelming information overload with emails screaming at me. . . “buy mine! buy mine”, emails that come from newsletters or free items I’ve signed up with offering the same product as 10 others on the same day. . . I decided to stop and reevaluate what in the world is wrong.

    I did build an Ebay business first. I found a very specific niche. I don’t make a lot of money from it, but I am a powerseller who makes enough to pay my mortgage. I branched out to open an ecommerce site within that same specialized niche. Now my sales have increased by about 1/3, as Ebay sales are going down. I have at least 10 of my keywords on the first page of google which brings in traffic. I’ve done all of this from reading some of the thousands of dollars of ebooks I’ve downloaded and taken bits and pieces and applied them to my sites. I make enough money on adsense to pay my hosting and domain name fees with that income coming from 6 different websites. Those websites are also niche websites.

    It is so important for people who are new at this NOT to buy into every program out there. Pick one thing to do on the internet, whether it be a blog, or build a website, or sell affiliate products, or build an Ebay business and focus on doing that one thing right until it becomes profitable. Then duplicate those efforts and branch out. Find a niche, research it, find the right keywords, and stick with it. FOCUS ON ONE THING UNTIL YOU GET IT RIGHT. That’s what I failed to do and am now starting all over again.

    It’s never too late, and it can work, but it is a tremendous amount of work to build a business on the net. Compare it to building a brick and mortar biz though and it is hands down, a much better option.

    Thanks for all of your advice on this page and for being so honest up front and telling it like it really is.

  43. Dear Perry,

    I bought your e-book on google adwords a couple of years ago. I did learn alot from it and found out I had make many mistakes before I read the book. I have been managing my own adword account but I am still spending alot on this account. I also have a seo company doing seo work on my website. I was expecting to lower my budget on adwords after the seo work produced good results. However, I do not seem to be doing that because for the last 4 years, the seo work did not increase my traffic enough to lower my adword budget. What else can I do to increase my traffic. Lately , We have been getting between 8500 to 9000 visitors per month with a 49-50% bounce rate.

  44. WOW Perry – that is not great online marketing and business building information that is ANY kind of company (online, brick and mortar, home based) marketing and business building advice! I loved your checklist for how to find a niche to specialize in. Talk about what you love and others will find you interesting!

  45. Glenn makes many great points (no surprise). It isn’t an accident that the advise that Perry and Glenn give works.

    It isn’t easy to make money on the Internet despite what many will say. To the lady who is tired and frustrated I understand. My brother and I spent probably 8 months just “working” on things and then more time working with Perry (and using Glenn’s stuff as well) before things really started to make things work.

    It takes work, it takes passion, and yes it takes a few bucks but if you really like what you are marketing it really feels less like work and more like the hobby you have always wanted to follow.

    My brother and I aren’t where we want to be, yet, but we will be as we keep working toward the end goal.

  46. I think that, the psychology of “everyone makes money selling ‘how to make money online'” is the really a psychology of fear. It’s like people believe there’s only ONE giant wave sweeping the internet, and they better get on board or they’re going to get swept UNDER it.

    The exact opposite is true. You’ll get swept UNDER it if you try to get on it without knowing what you’re doing.

    I remember the first time I went to Hawaii as a 9 year old boy … I almost drowned because no one taught me how to manage the 10 foot waves. I just got out there because everyone else out there looked like they were having so much fun.

    But then came the waves, one after the other. I could barely get up before I got knocked down again.

    What people don’t realize is that for everyone they see carelessly having fun in the giant waves, there are 99 others who drowned.

    (And these are shark infested waters)

    Before I started teaching people how to make money I entered over a dozen niche markets myself. Some of them were wildly profitable, others only a few hundred a month … but I definitely cut my teeth first.

    And I have to tell you something … it STILL requires a lot more work to make money in the “make money” arena than getting other markets to work. If I wasn’t such a complete and utter marketing junkie nerd, I’d probably just go quietly under the radar like so many other smart people.

    But I DO love marketing, and more importantly, I think I’m still a psychologist at heart, which means my heart goes out to all the broken hearted beginners who’ve been swayed by the wrong idea.

    “The truth is a poor competitor in the marketplace of ideas” — Albert Camus said that, and I couldn’t agree more.

    Well, one last thing before I sign off …

    In addition to Perry’s assignment above, I’d recommend looking at some of the sites which show EMPIRICAL EVIDENCE (hard data) on where people are actually making money.

    Places like …

    – Paypal Shops (you can see the number of transactions by category)

    – Amazon Best Sellers

    – Pulse.Ebay.com

    – Lulu.com

    Etc.

    Nothing like the facts, if you’re willing to bear them :-)

    1. Regarding Glenn’s mention of Pulse.eBay.com… Another resource, http://www.WatchCount.com , shows more info about the items that rank highly on eBay Pulse’s Most Watched section (the part I think Glenn is referring to) — more detailed searching options, number of watchers + past sales shown, ranking high-bid auctions too.

      (Disclaimer: While I’m a long-time Planet Perry fan, I also run WatchCount.com. I’ll understand if this comment doesn’t get approved!)

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