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[The Internet Marketing Gameplan]

[www.completeinternetmarketingresources.com] Page 1


James Molfetas

CompleteInternetMarketingResources.com

[The Internet Marketing Gameplan]

[www.completeinternetmarketingresources.com] Page 2

Legal Disclaimer
This publication is for informational purposes only. While every attempt has been made to verify the
information provided in this report, neither the author nor publisher assume any responsibility for
errors or omissions. The trademarks, screenshots, website links, products and services mentioned in
this publication are copyrighted by their respective owners.
It is sold with the understanding that the publisher is not engaged in rendering legal, accounting, or
other professional service. If legal advice or other expert assistance is required, the services of a
competent professional person should be sought.
We do not give any kind of guarantee about the accuracy of information provided. In no event will
the author and/or marketer be liable for any direct, indirect, incidental, consequential or other loss
or damage arising out of the use of the information in this document by any person, regardless of
whether or not informed of the possibility of damages in advance.
No part of this publication may be reproduced in any manner whatsoever without the written
permission of the publisher.
Copyright © James Molfetas
All rights reserved.
There is no resale rights issued with this.
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Contents
INTRODUCTION: 9
NEWBIE ISSUES: 9
SO WHAT IS INTERNET MARKETING? 10
HERE ARE THE OBJECTIVES OF THIS BOOK: 11
THIS IS HOW THE COURSE IS STRUCTURED: 11
THE SIX OVERALL CONCEPTS: 11
1. Pick a niche 11
2. Create or source your product 12
3. Create your sales funnel 12
4. Build your website 12
5. Drive traffic to your website 12
6. Seven different online monetization models 12
NOT A ‘GET RICH QUICK’ SCHEME: 13
MODULE 1 – PICK A NICHE: 13
SO, WHAT EXACTLY IS A NICHE? 14
STEP 1 - HOW TO DETERMINE YOUR NICHE: 16
STEP 2 - RESEARCH: 16
STEP 2.1 - KEYWORD RESEARCH: 17
STEP 3 - NOW YOU SIMPLY ASK YOUR CUSTOMERS WHAT THEY WANT: 17
SURVEYS: 18
STEP 4 - GIVE IT TO THEM!: 18
MODULE 2 - PRODUCT CREATION 19
INTRODUCTION: 19
SHOULD YOU CREATE PHYSICAL OR DIGITAL PRODUCTS? 19
LET US NOW LOOK AT SOME PRODUCT FORMATS 20

WRITTEN WORD 20
VIDEO OR DVD 20
NOW LET US TAKE A LOOK AT PRODUCING AUDIO PRODUCTS: 21
LET US NOW LOOK AT SOFTWARE CREATION: 22
LASTLY LET’S TAKE A QUICK LOOK AT APPS: 22
CONTNET CREATION: 22
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PUBLIC LABEL RIGHTS OR PLR: 22
PUBLIC DOMAIN INFORMATION IS FREE!: 23
OUTSOURCING: 23
WAYS TO POSITION YOURSELF: 24
EXPERT: 24
FACILITATOR: 24
CO-ORDINATOR: 24
PRICING - ASSENTION LADDER: 24
LET US NOW LOOK AT SOME PRODUCT EXAMPLES: 25
LET US TAKE A CLOSER LOOK AT MEMBERSHIP SITES (CONTINUITY INCOME) 26
AFFILIATE MARKETING 26
MODULE 3 - SALES FUNNEL: 27
INTRODUCTION: 27
THE SQUEEZE PAGE: 27
AUTORESPONDER: 28
THE NEXT THING WE NEED IS A HIGH CONVERTING SALES PAGE: 29
A CLOSER LOOK AT COPYWRITING: 29
GRAPHICS: 30
UPSELLS, DOWNSELLS, CROSS SELLS AND OTO’S: 30
BACKEND SALES: 30

PRODUCT LAUNCHES: 31
RECAP: 31
MODULE 4 – WEBSITE CREATION: 32
CHOOSING WHAT TYPE OF SITE TO CREATE: 33
SINGLE PRODUCT SITE: 33
MEMBERSHIP SITE: 33
AFFILIATE SALE SITE: 33
BLOG: 33
E-COMMERCE SITES: 34
REGISTER A DOMAIN NAME: 34
Registering your Domain Name 34
GET HOSTING 34
NAME SERVERS: 35
A QUICK SUMMARY: 36
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DOMAIN NAME ESSENTIALS: 36
1 - It is descriptive of my business 36
2 - The name is as short and memorable as possible 37
3 - It ends in “.com” 37
WHAT TECHNOLOGY TO USE: 37
BLOGGING PLATFORM LIKE WORDPRESS: 37
CONTENT MANAGEMENT SYSTEM (CMS) LIKE JOOMLA: 38
CUSTOM BUILT WEBSITES: 38
SO, WHAT DOES THIS MEAN TO YOU? : 38
STRUCTURE OF A TYPICAL WEBSITE: 39
MERCHANT ACCOUNT: 39
THANK YOU / DOWNLOAD PAGE: 40

OWN SITE OR AMAZON S3: 40
SUMMARY: 41
MODULE 5 – DRIVE TRAFFIC PART 1 OF 3: 41
AN INTRODUCTION TO TRAFFIC: 42
SEARCH ENGINE OPTIMIZATION OR SEO: 42
ON-PAGE SEO: 42
OFF-PAGE SEO FACTORS: 43
CONTENT: 43
TACTICS: 44
ARTICLE MARKETING: 44
ARTICLE SPINNERS: 45
BLOGGING: 45
BUILD YOUR LIST: 45
OPT IN BOX 46
AUTORESPONDERS 46
EMAIL MARKETING: 46
WEB 2.0 SITES AND SOCIAL MEDIA MARKETING: 46
FACEBOOK: 47

TWITTER: 47
YOUTUBE: 48
GOOGLE +: 48
SCRIBD: 49
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SQUIDOO: 49
HUBPAGES: 49
SUMMARY: 50

MODULE 5.1 – DRIVE TRAFFIC PART 2 OF 3: 50
COMMENTING ON OTHER PEOPLE’S BLOGS: 50
VIRAL TOOLS: 51
TELL A FRIEND SCRIPTS: 51
VIDEO MARKETING: 51
PODCASTS: 52
PRESS RELEASES: 53
FREE ONLINE CLASSIFIED ADS: 53
PAID REVIEWS: 53
FORUM AND NEWSGROUP COMMENTS: 54
WEB DIRECTORY SUBMISSION: 54
TRAFFIC EXCHANGE: 54
AD SWAPS: 55
WEBINARS AND TELESEMINARS: 55
PUBLISH A NEWSLETTER: 56
SUMMARY: 56
MODULE 5.2 – TRAFFIC PART 3 OF 3 – PAID TRAFFIC, JOINT VENTURES & AFFILIATES: 56
PAID TRAFFIC: 57
PAY PER CLICK – PPC AND CPM: 57
PPV OR PAY PER VIEW: 58
CPA OR COST PER ACTION: 59
BANNER ADS: 59
SOLO ADS: 60
JOINT VENTURE AND AFFILIATES: 61
TRACKING AND CONVERSIONS: 62
SUMMARY: 64
MODULE 6 - MONETIZATION 64

NICHE MARKETING / INFORMATION MARKETING: 65
AFFILIATE MARKETING: 66

CPA 67
BLOGGING: 68
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ADSENSE: 69
DOMAIN AND WEBSITE FLIPPING: 70
EBAY AND CRAIGSLIST 71
YAHOO! STORES OR OTHER E-COMMERCE STORES: 72
SUMMARY: 72
MODULE 7 – PUTTING IT ALL TOGETHER: 73
PICK A NICHE: 76
Brainstorm niche ideas: 77
Research: 77
Ask campaign: 77
PRODUCT CREATION: 77
Own or affiliate products?: 77
Product formats: 78
Content creation: 78
SALES FUNNEL: 78
Squeeze page and autoresponder: 78
Sales letter: 79
Create Upsells, Downsells or an OTO: 79
Backend sales: 79
Product launch: 79
WEBSITE CREATION: 80
Set-up: 80
Type of Site: 80
Technology: 80

Squeeze page, autoresponder and sales page: 81
Merchant account: 81
Download page: 81
Deliver the product: 81
TRAFFIC: 81
Tracking and conversions: 83

MONETIZATION: 83
CONCLUSION: 83


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IMPORTANT NOTE:
Get the FREE video version of this book at
www.theimgameplan.com
It is broken down into 10 modules totalling just
over 5-hours of no-fluff content.
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INTRODUCTION:
Hello, James Molfetas here. Thank you so much for your interest in The Internet Marketing
Gameplan. I promise that you will not be disappointed. In the next few short hours, you are finally
about to discover exactly how the entire internet marketing process works!
Before you commence on this exciting journey, I would like to offer you two quick words of advice
that will exponentially improve your learning experience.
Firstly, print out the two page flow chart at the back of this book. Keep it in front of you at all times
as you follow along in the notes because being able to see the “big picture” as you cover each small
component will accelerate your learning experience and your understanding of the material.
If you are a more visual person and you have not already done so, feel free to download the FREE
video version of this book at www.theimgameplan.com. It is broken down into 10 modules totalling
just over 5-hours of no-fluff content. Once you have finished either reading this book or watching
the videos, you will know more than 95% of all internet marketers which means that you will
probably be able to crush your competition!
I created this course for internet marketing Newbies. My definition of newbie has nothing to do with
the amount time that you have been trying to make money online. If you currently make less than
$1,000 per month online, then this course is specifically designed to help you break the $1,000 per

month barrier. The hardest thing is to make your first dollar. After that, the next milestone is to
make $1,000. And if you can make $1,000 then you can make anything because the principals that
you need to make $1,000 are the same as the principals to make $100,000!
So the first goal is to get you to make $1 if you have not already done so, and then to make $1,000
per month
NEWBIE ISSUES:
The two most common frustrations that internet marketing Newbies (people earning less than
$1,000 per month) have are:
1. Not knowing where to start building an online business and
2. Total information overload!
This leads to total overwhelm which causes many people to quit the game or they just never get
started. This is what this book is about. I created it to help Newbies who just do not know who to
turn to for help or how to turn their current online efforts into a profitable online business.
I spent a year studying internet marketing before I got my first site up because I did not know where
to start. Once I did start, as soon as I learned about a topic, it would naturally lead me to another
topic. I would then study this topic, and guess what, it would lead me to another topic. It was like
trying to complete a giant 3,000 piece jigsaw puzzle but without having the box with the picture of
what I was trying to build.
This was frustrating for two reasons:
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Firstly, I began to think that this process of discovery would never end. I came very close to giving
up. Fortunately after a year of this, I found that I had learned all of the pieces of the puzzle and
more importantly because I now knew what the big picture looked like, I also knew where each
piece of this internet marketing jigsaw was supposed to fit.
Secondly, I studied stuff that I did not need. At least, I did not need it at the time. I was just building
little segments of the jigsaw puzzle without knowing where they fit into the big picture. Had I known
this in advance by having knowledge of the overall picture (the cover on the box) then I would have

known which things to study at that particular time in my journey as an internet marketer.
And this is why I developed this book /course. It was borne out of my own personal frustration and
as I discovered when I did some research, this is a major stumbling block for so many Newbies. So
many people are too overwhelmed by information overload and not knowing where to start, that
they never start.
SO WHAT IS INTERNET MARKETING?
My definition is: “it is the process of selling (marketing) products and / or services on the internet to
make money.”
This whole process can be summarized in 3 steps:
1. Pick a niche whom you want to sell something to
2. Ask them what they want
3. Give it to them - sell them what they want!

So for example, I am involved in the internet marketing niche, I have determined that most
marketers do not know where to start or feel overwhelmed by information overload and so I
produced this course / book.

So as you can see this is a simple process, it is just not easy!

Before I give you the structure of the course, I just want to give you a bit of encouragement.

You do not need to know everything - There are so many different facets to internet marketing that
you will probably never be an expert at all of them. Anyway, technology changes every day! The
goal with this book is to give you a good overview of as many elements as I could think of that could
potentially be involved in your internet marketing business.

You do not have to be a “techie” person – In some ways it is better not to be technically proficient!
I say this because then you will tend to spend a lot of time doing technical things, which you could
easily outsource to others. This time, I believe, could be better spent in other aspects of your
business. I started with zero technical skills. Today while I am not brilliant, I have come a long way

and can help myself BUT I STILL OUTSOURCE ALL TECHNICAL STUFF!

Nothing is complicated – in all of my research, I never came across instances where people said
things were complicated. There are resources to find out how to do anything and as already
mentioned, you can just outsource stuff that you feel you cannot do or you simply do not want to
do.

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HERE ARE THE OBJECTIVES OF THIS BOOK:

The ultimate aim is to build up a framework for you, to show you the big picture. I will also show
you where all of the smaller components fit into the big picture.

We will do this in a logical and systematic way. We will do this in bite-size chunks to avoid
overwhelming you. Each module / chapter will build on the previous one.

At the end I will then take you through the entire process and help you map out a plan that is
appropriate for YOU to launch an online business. This will be based on your personality and your
available resources (mainly time and money).

The value here is that you spend a little bit of good quality time upfront to determine which type of
internet marketing business best suits you. You then understand which tools and technologies you
need to research and then you do ONLY THAT! If you do not, you could find yourself being a student
for too long and not actually making any money.

THIS IS HOW THE COURSE IS STRUCTURED:

First I am going to give you a good broad overview of the fundamental concepts. This is not really
rocket science; the difficulty comes when looking at the various different component parts. I have
broken this down into JUST SIX concepts.

From this I will further break each overall concept into its smaller individual parts.

Then we will get to the detail of each of these groups as this is where the rubber hits the road. The
devil is really in the detail. I will give you an overview of what each small component consists of.

I will show you how it fits into the big picture and then I will suggest appropriate resources should
you need more information on any topic.

At the end, after we have built up a comprehensive overview of the process of making money
online, I will take you through a process to help you formulate your own online business plan that
suits your personality and your personal circumstances.

THE SIX OVERALL CONCEPTS:

The course is broken down into these 6 areas and it is done in a specific order:

1. Pick a niche
2. Create or source your product
3. Create your sales funnel
4. Build your website
5. Drive traffic to your website
6. Seven different online monetization models

1. Pick a niche - A niche is just a fancy way of describing a group of people with a particular
interest.

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Many people have great difficulty with this when they first start. If you are a newbie and I ask you
right now, what niche will you choose, can you give me an answer?

Also, many internet marketers will be active in multiple niches. You probably also have a lot more
marketable skills than you realise.

2. Create or source your product - Each niche is different and so it will require different products.

These products could be physical products or virtual downloadable products. I will give you a far
more detailed product creation session later but for now just know that there are MANY more
possibilities than you can imagine.

3. Create your sales funnel – This may be one of the most important things you learn in this
course. So many Newbies just have no inkling about this because the gurus seldom talk about it.
Basically, this is designing your entire business model before you build your website. Your success as
an internet marketer depends on how you build your sales funnel.

4. Build your website – By the time you have chosen your niche and the type of product you will
sell and after you have mapped out your sales funnel, you will then know which type of website to
build. You will build different types of sites for different business models. Website creation will
need to take the technical details of the business into account. For example, you will need to find a
way to collect the money from your customers before you deliver their goods or you may need a
shopping cart depending on your business model.

This section also covers the basics of how to register domains and purchase hosting.

5. Drive traffic to your website - Once you have your product set up on your website which is
integrated with your merchant account, you then need to tell the world that you exist. All of your
efforts will be wasted if nobody knows about or ever visits your site.

By far the vast majority internet marketing products focus on this area. This is effectively the
“marketing” part of “internet marketing”. There are basically 2 ways to get people to your site. This
involves spending TIME, MONEY OR BOTH.

We will look at free traffic, paid traffic and how to get traffic using joint ventures and affiliates. We
will also look at how best to convert this traffic into paying customers by constantly tracking our
conversions and tweaking our sales funnel to maximise our conversions.

6. Seven different online monetization models - To qualify for my listing, it has to be a
BUSINESS and not a job. A job is where you trade your time for money, such as writing articles for
people and charging for it. A job will not get you the internet marketing lifestyle that we all desire.

You need to be able to make money when you are not there. Typically, you put in the work up front,
for which you do not immediately get paid but if you do it right, you only have to do it once and get
paid forever! That my friends, is the Holy Grail.

At the end we will build your own personalised online business plan together.

You will probably have noticed that the stuff you probably wanted first, the seven online business
models, is the last thing I discuss. There is a very good reason for this and I urge you not to skip
ahead. Complete the modules in the order that I have presented them to you. Once you have
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completed the entire book, you will realise that NO MATTER WHICH MONETIZATION MODEL YOU

CHOOSE, everything that you learn in this course will be relevant to any of the models. It will all just
fall into place.

NOT A ‘GET RICH QUICK’ SCHEME:

I have to warn you from the outset that this is not a get rich quick scheme even though some people
are lucky. I want you to understand that while the rewards are great, you will have to work for it
however.

So you really need two things:

1. The willingness to put in the required work (or outsource it!) and
2. The willingness to learn the business (reading this book is your first step).


Generally as you get better at the business and it becomes more established, you can then work less
and earn more but this is usually not so when you start.

I do think that having some money to start will definitely help but it is not essential. You could really
start with as little as $100, or less if you really had to.

As I introduce you to the different concepts, I will recommend many tools that you will need or find
useful. Some will be free and some you will have to pay for if you choose to use them. Many tools
are just “nice to have” but there are a few ABSOLUTELY ESSENTIAL TOOLS that you will need. I will
tell you which ones you REALLY NEED.

I warn you now that you can spend an absolute fortune on internet marketing products. While I
have no real problem with this because I have spent my fair share on them, I will try to help you
spend your money wisely. I will consequently recommend many free tools that you can use,
especially early on in your career. I will also provide you with many resources. As you become more

experienced you will know if you need to invest in any particular area.
MODULE 1 – PICK A NICHE:

We are going to get the ball rolling by learning all about how to pick your niche. This is the first of
the six steps that you need to master in order to make money online.

This module has 3 components: .

1) The first thing is “How to determine a niche”
This is the first step where you need to brainstorm ideas for a niche that you want to build a
business around.

2) The next step is “Keyword research”
Now you need to research the ideas that you brainstormed to determine whether there is a high
probability of being able to make money out of the niche that you have chosen.
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3) Lastly you conduct an “Ask Campaign”
You do this in order to develop products that your market WANTS. The best thing to do is to simply
ask your customers what they want and then when they tell you, you simply create the products
that meet all their ‘wants”. Then sell it to them!
Now let us take a look at these factors in a lot more detail.
SO, WHAT EXACTLY IS A NICHE?

If you want to make money online, you must have something to sell. It could be a product or a
service. The first thing you have to do is determine which NICHE you are going to sell your products
or services to. Picking a niche is the starting point of successful internet marketing.

By definition, a niche is a segment of a larger market.
More specifically, it is a FOCUSSED, TARGETABLE portion of a market. A niche is just a fancy way of
describing a group of people with a particular interest. For example chess players, gardeners, rose
gardeners, raw food dieters, golfers, internet marketers and the list just goes on and on.
These people are a tightly knit group of people with a specific NEED or WANT. If you know more
than anyone else about your niche and you can satisfy their wants or needs, then they will be
prepared to pay you for this and you have the basis for a profitable online business.
In many ways, the process of finding a niche is the most difficult part of the process of starting your
online business. If you get it wrong you will spend many wasted hours pouring yourself into
products that do not sell.


This is perhaps best illustrated by an example:
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Let us tie this to the idea of information products. I am currently involved in internet marketing and
am quite PASSIONATE about it. I have read a lot about the topic, own many programs developed by
many of the industry “gurus” and have many software tools that help me with my business. So I
have a niche interest called “internet marketing”

Now internet marketing is a VERY BROAD TOPIC (OR NICHE). You are consuming this material right
now because perhaps you are staring out and you do not really know where to begin. You may have
started off searching for the term “make money online” or “internet marketing”. You probably got
millions of results.

(At the time I did it I got 161 million results for “internet marketing”). So if I were choosing such a
broad niche, I would be competing in an almost impossible market because of the remote chance of
someone finding my product.

So after reading a bit you probably realised that you were getting nowhere and you may have
refined your search to “how to start making money online” or “internet marketing for Newbies”.

You will have noticed that you still got millions of results but FAR FEWER THAN THE BROAD SEARCH
FOR “INTERNET MARKETING”

(I got 3 million at the time I did the search for “internet marketing for Newbies”).

So what has happened here? I took the main niche of “internet marketing” and I decided to focus
on a smaller subset of this niche being “internet marketing for Newbies”. This is probably why you
found this course. I doubt that you would have found me if I was advertising the broad niche of
“internet marketing”

As you go through this course and your internet marketing career, you are going to find that you
need to know more information about say ADVERTISING your product.

Now there are people who are going to make products that cater just for this. These people will be
experts in just this topic. So now you can see that the broad niche of internet marketing has been
broken down into “internet marketing for Newbies” and then into advertising for internet
marketers.

When I did the search for “Internet marketing advertising” I got 1,38 million searches. Again less
than the two broader niches above.

Guess what? Internet advertising can be broken down further into say banner advertising or pay per
click (PPC). (We will cover all of this later in the course).

There are people who are experts at Google PPC advertising, also known as Google Adwords. My
search for “advertising with PPC” yielded only 29,600 results.

Ok, I think that I have made the point.

In summary, the idea of niche marketing is to identify a group of people who have a common
interest (with a NEED OR WANT) and then market a product that will be of particular interest and
relevance to this group.

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Often times, the smaller AND THUS MORE TARGETED the niche group you are catering for, the
greater the profit potential! This is generally because the more targeted you make your niche, the
more specialised the products or knowledge required in this niche. This will mean that people will
be prepared to pay more for these products or information.

So for example you may broadly know what PPC is but in order for you to actually make money from
it, you will have to study it quite comprehensively and there are far fewer people who are true
experts on the topic. Their knowledge is thus not as freely available as other topics may be and so
they can charge a lot of money for this specialised knowledge.

STEP 1 - HOW TO DETERMINE YOUR NICHE:

Now that you know what a niche is and what the goal of choosing a successful niche is, you will want
to look at your own personal expertise as a starting point to brainstorm different potential niches to
create a business around.

Generally it is preferable to pick a niche that you are knowledgeable about at the very least. The
best niche is one which you are passionate about. This will become important when you have to
continually create new content. It is much easier doing something that you love.

That said, while it is preferable to love your topic and know a bit about it, it is not essential! If you
read 3-5 books on a topic, you will effectively be “an expert”.

There are many checklists and ideas that you can follow to brainstorm your interests. You can use
the one included in this course to help you to brainstorm niche ideas.

STEP 2 - RESEARCH:

Once you have a number of potential topics, you need to narrow down your selection to find the
niche that is best suited to you. This is where you need to start doing some research.
You then need to research if there really is a market for your chosen niche. This is where Google
comes into play. The key is to determine how popular a topic is.

Contrary to what seems logical, often the more competitors in a niche the better! This is because it
proves that there is a demand in the niche and hence money.

Your job is to establish how profitable the potential niche is by the number of people interested in it.
You will then determine how many competitors there are and what types of products they are
selling and of course how much they are charging. Then you want to determine whether you can
make a better product that your customers will be prepared to buy from you.

Of course on very rare occasions you may be able to find a great niche with little or no competition.
This is jackpot time baby! While this does not happen often because of the maturity of internet
marketing, it does happen.

Now it is time to do keyword research.

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STEP 2.1 - KEYWORD RESEARCH:

You are going to hear a lot about keyword research. It is the cornerstone of all internet marketing.

For example, let us say that you are looking for information on “low carb diets”. Most people would
just go to Google and type in “low carb diets” and Google would return millions of results.

The three words that you type in (low carb diets) are what are known as keywords. Keywords can be
single words or a phrase like this consisting of 3 or more words. This is what makes the whole
internet world go round.

Now what if there were only a few thousand search results returned by Google for this keyword
phrase? Well, it would probably mean that there is not enough demand in the market for this
product.

Google has a free key word tool that you can find by just typing in “Google keyword tool” into the
search engines. Or you can click here for the
Free Google Keyword Tool

This tool will tell you how many times a month people search for any given keyword.

It will also make suggestions to you for other keywords that are related to your search and how
many times a month that key word is searched for. So “Atkins” or “Atkins diet” or “high protein
diet” are related keywords that you need to look at.

Becoming good at keyword research is absolutely critical to all internet marketers. There are many
specialist keyword tools on the market that perform different functions than what we have looked at
here. These are normally paid tools but can often be useful. However the free Google tool is

generally sufficient for most applications. The paid tools automate many manual processes that you
would have to perform with the Google tool and this is often where their value lies because in most
instances they use the Google search engine to get their raw keyword data.

Keywords have many uses such as giving an indication of the potential demand of the product. It
also helps us to determine which keywords to target for a pay per click campaign or to help us
optimise our websites so that we can be found in Google when someone types in “low carb diet”.
This is known as Search Engine Optimization of SEO for short. That is a whole topic on its own and
will be covered in a later book.

STEP 3 - NOW YOU SIMPLY ASK YOUR CUSTOMERS WHAT THEY WANT:

Once you have chosen your niche, you need to determine what products your target market will
actually pay for. So many people develop products that they thought were great and then nobody
buys them.

Here is one of the most important things I will tell you in this course so listen carefully! PEOPLE BUY
WHAT THEY WANT
AND NOT NECESSARILY WHAT THEY NEED!

Especially if you are developing your own information product, you do not want to waste time and
money doing so if nobody is going to buy it.

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The easiest way to ensure the success of your product is to ask people what they want. You are
trying to find out what their biggest frustrations, fears and problems are. If you can produce a
product that solves a problem, you have a winner on your hands. What better way to create a

product than by getting people to tell you what their biggest fears, frustrations and problems are.

There are many ways to do this. You can do it by researching what people are saying by reading
things like blogs, newsletters and forums. This is often a very good way to find out what people are
talking about even though it can be a bit time consuming.

SURVEYS:

A great way to find out what people want is simply to ask them.

There are numerous online survey sites which will allow you to set up an online survey with as many
questions as you like. You then just need to drive people to the survey and ask them what they
want.

Normally you would do so with the promise of something free for the time they took to fill out the
survey. When I launched my garage sale blueprint product, I asked people what they wanted me to
cover in my course. In return I gave a free copy of the course to the people who participated in my
survey once it was complete.

There are some very good paid survey options out there but there are also several free options. I did
a small pay per click (PPC) campaign on Google where I paid for the traffic when I recently launched
one of my products called Garage Sale Blueprint. It was however a small price to pay because it gave
me a chance to assess the size of my market and what they wanted. So if my results were terrible, I
would have known upfront that the product would probably not sell and thus I should forget the
idea at that point before I spent any more time and money developing the product. If it got a poor
response, I would have only been out of pocket by a few bucks and I may have had a dented ego for
a few days!

If you have a subscriber list or a blog, you can use these resources to do your survey. It is often a
good idea to survey your existing customers regularly to ensure you keep giving them world class

service.

It will also give you new ideas for products that you can develop for them!

STEP 4 - GIVE IT TO THEM!:

Once your research is complete and you have a high demand product, you simply create your
product and cover all the items that your customers asked for when you did your survey.

A good trick is to use this survey information to write your sales letter before your create your
product! You simply use all the points that your customers mentioned in your sales letter and make
sure you cover all the important points, and then you build your product to agree to the sales letter.
And you are done!

You do not have to sell your own product. There may be products available that you can simply re-
sell as an affiliate (we will talk more about this later)
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MODULE 2 - PRODUCT CREATION

Now we are going to look how to use all of this information we acquired from the first two modules
to create the actual product for our customers.

There are 4 parts to this module:

1. First we will look at creating our own product.

2. There are 5 different types of information products that we can create. They are eBooks,

Videos, Audios, software and apps.

3. We will then look at how to price our products

4. Then we discover how to easily create the content for your products.

We look at how to get free or cheap content that we can use as the basis of our products and we
even look at outsourcing the product creation process to someone else.

Lastly we look at an alternative to creating our own products. We can actually sell products that
other people have created as an affiliate.

INTRODUCTION:
Creating products to sell is one of the biggest reasons that people never really get started in this
business. People are intimidated by the mere thought of having to create a product because they do
not know what content to create a product on or how to do it.
There are fortunately many solutions to this problem. The good news is that it is easier than you
many think. In fact you do not even need to create your own product. You can sell other people’s
products and earn a commission on every sale. This is called affiliate marketing.
I bet you that there are more different types of information products than you thought possible! I
want to introduce you to a number of possibilities just to get your mind thinking in the right
direction.

SHOULD YOU CREATE PHYSICAL OR DIGITAL PRODUCTS?

For almost all of the products that I am going to talk about now, you can either deliver the product
digitally or you can have a physical product made which you will need to ship to your customer.
Each of these options obviously has its advantages and disadvantages. Sometimes you could also do
a combination of the two.

In most cases I think that the benefits of digital products trump physical products. Some people
prefer physical products such as books because they are used to it. However with technology
advancing as much as it has with things like the Apple IPod for audio products and the Kindle for
books, consumers are becoming far more used to digital products.

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Physical products are also far more labour intensive than digital products. They need to be
manufactured, stored and physically shipped. This takes up more TIME and MONEY to deliver this to
people.

The great advantage that digital products have over physical products is that you can deliver it to
your customers instantly. People love this. No, people nowadays EXPECT this. If you are looking to
solve a problem at 3a.m. and you find the perfect product, if you can get immediate access, you will
even be happy to pay a premium. Digital products cost nothing to produce once the product is
created and almost nothing to ship, just a bit of bandwidth.

Having built an overwhelming case for digital products, physical products do have their place. We
will look at some examples later.

LET US NOW LOOK AT SOME PRODUCT FORMATS

Essentially, there are a number of different forms that your products can take. We will first look at
the formats and then we will brainstorm examples of the different formats.

WRITTEN WORD

The book is the oldest information product available. Today the physical book has mostly been

superseded by a digital product also known as an “eBook”.

The most common form is a PDF document which can be read by anyone with a computer. People
who do not have the Microsoft Word program (or similar) on their computer may not be able to
read your Microsoft® Word™ document without spending money on the software but they will be
able to read the PDF for free.

After creating your masterpiece in a word processor such as Microsoft® Word™, there are many
programs that are available to simply convert that document into a PDF at the click of a button.
These programs are free.

This is important because people cannot easily edit a PDF like they can a Microsoft Word document.
Most free programs will not allow adequate protection of the document, which means that people
could convert the PDF to some other format and edit it that way. There are commercial programs
such as Adobe® that will allow you to protect your content.

VIDEO OR DVD

For many years, the written word reigned supreme. However in recent times, video products have
made the greatest impact. All of today’s top marketers produce video products. This is because
customers would much prefer to watch an hour long video than spend a day reading the PDF.
It is also much easier to show your customers step-by-step what you are trying to teach them.

Videos also have the highest perceived value. You can often sell a video version of the PDF for 10
times more.

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Again you can ship a physical product or just let customers download the video and watch it
instantly. Another option is to allow customers to “stream” the video feed without them having to
download the product. This will allow you to protect the video content if you feel this is necessary.
Obviously they will have to be online while they watch your video.

Producing videos is actually much easier than you may think. With the advent of high definition,
relatively inexpensive video cameras can produce amazing video quality. In the world of information
marketing, you do not need to create “studio perfect” videos.

People appreciate raw and real because they associate more with “real people”. Many marketers
will often leave mistakes that they made in their videos just to show their customers their human
fallibility.

Almost every successful internet marketer today produces screen capture videos. There is fantastic
software available that allows you to record everything that you see and hear on your computer
screen. The most popular form that this takes is creating a PowerPoint presentation and then
recording the screen while recoding the audio and then producing a video. For internet marketing
applications, one can show customers exactly how one performs certain functions. Very powerful
stuff!

If you are going to create videos you really should consider investing in commercial screen capture
software. Techsmith produces the premier product called Camtasia, which is available for PC and
Mac. The videos that you are can download for free with this book were produced using Camtasia.
You can download the videos here:
www.CompleteInternetMarketingResources.com/TIMGP

Mac users often prefer a program called Screenflow because they say that it works better for the
Mac than Camtasia.

If you are going to be a successful internet marketer, you WILL NEED TO PRODUCE VIDEOS. These

two products are the gold standard and you really should think of them as a business expense. Buy
them once and use them forever. If you use a PC, get Camtasia and if you use a Mac get Screenflow.

Note, there are certain free programs that will allow you to create basic videos such as Windows®
Live Moviemaker, Cam Studio and Jing. These are ok to start with but if you are serious about
internet marketing, you should invest in the commercial programs.

NOW LET US TAKE A LOOK AT PRODUCING AUDIO PRODUCTS:

Audio is still a very popular choice because people can consume the product while doing other
things so it does not cost them any extra time. I have listened to countless information products on
my IPod while I was driving or at gym.

The mp3 player is now a household necessity. Apple has helped develop this market with their IPod
but there are many other mp3 players out there.

There are many ways to record audio. You can either purchase audio software or utilise online
services that will allow you to phone in to their system and record your message. They will then
create the MP3s for you and then email it you. Easy as that!

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When using Camtasia or Screenflow, you can also rip the audio from any video that you produce at
the touch of a button to create instant MP3’s. This suddenly gives you two products when you make
a video!

LET US NOW LOOK AT SOFTWARE CREATION:

This can again take two forms. Most software is simply downloaded directly nowadays but in rare
circumstances you can still get it on a disc. This is not the two forms of software product that I am
referring to though.

You can either sell the software outright where the customer pays a once-off fee and then owns the
software and can use it forever without having to pay again or you could get customers to pay
annual license fees or better yet monthly fees.

In this case the software is often online software so the customer does not have to download it to
their desktop. They can log into the software from any computer with internet access anywhere in
the world.

For example, if you buy Microsoft office, you only pay once and then you can use it over and over.
You would only ever have to pay again if you decide to upgrade to a later version. If you chose not
to upgrade, you would never have to pay again.

I pay an annual license fee for my accounting system. Each year they invoice me, I pay them and
they send me a new license key to unlock the program for another year.

The best examples of monthly billing are for recurring services. You pay monthly web hosting fees
for example. I also pay a monthly fee to Aweber for my auto responder.

LASTLY LET’S TAKE A QUICK LOOK AT APPS:

Another popular product nowadays is the lowly “app”. Millions of apps get sold every month now
for cell phones, IPads and other tablets. If you can dream it, someone has (or will) create an app for
it! Make sure that you are the one who creates the app to fill an important need.

This is a great example of when to outsource product creation to a skilled programmer. We are
going to look at outsourcing in a little while.

CONTENT CREATION:

One of the biggest challenges for internet marketers is how to get their content. They are looking
for ideas and for the actual content which they will package at the end of the day. Clearly if you
want to succeed as a top internet marketer, you will need to have original content that is in demand.

Let us look at some useful places to get content.

PUBLIC LABEL RIGHTS OR PLR:

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There is a very popular concept on the internet today called Private Label rights or PLR. This is a very
broad term and encompasses quite a lot. In a nutshell what it means is that people produce
products in a niche and then they sell those products to others with the right for those other people
to do various things with that product.

Most often, people will have the right to sell that same product to others over and over because
they now become the product owner. If one can just sell the product exactly as it is, this is known as
the “Resale Right”. If one is allowed to also sell their customers the right to sell the product to
someone else, this is known as a “Master resell right”.

The best form is a pure private label product. This will often give the buyer the right to alter the
product in any way they see fit. They can rewrite it, claim authorship of it, change the sales letter
and graphics etc. Many new products are spawned from using a PLR product as a base and then
improving on it.

There are many PLR sites on the net that charge a monthly fee for the right to access and download
as much product as one wants while one pays ones subscription fee. This product is often used as
content for products, articles and websites. You can also buy individual products for a very small fee
if you do not want to join a membership site.

Many Newbies often start with PLR products because for a relatively low investment, one can have a
ready-made supply of products to sell.

PUBLIC DOMAIN INFORMATION IS FREE!:

Another place to get content that you can rework is known as public domain content. Public domain
refers to early literary works where the author’s rights have expired. You can treat this information
like PLR information and put your name on the book.

Most of these books have excellent content, especially for “evergreen” topics. You may however
just have to modernise the content. One example of this that most people know is the book “Think
and grow rich” by Napoleon Hill. Many people have sold this book as is. Others have created entire
home study courses around the material in the book.

In the US, all works created before 1923 are now in the public domain, while many other works
published later will also be in the public domain.

Public domain also includes other creative works such as movies, music, books, manuals,
photographs, posters, software and more

OUTSOURCING:

Your internet business lends itself perfectly to the wonderful world of outsourcing. Outsourcing
simply means getting other people with more skills than you in a particular area to do what you
cannot do or choose not to do or where the tasks are just not economically feasible for you to do.

This is particularly useful for people who live in developed first world countries. This is because
resources in those countries, such as the US, are relatively expensive. The trick is then to outsource
internet related tasks (which can include product development) to people in countries where the
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general standard of living is lower and where people are used to getting paid less. This does not
mean that the quality of the work is poor; it just means that it is cheaper.

Prime countries for outsourcing include India, Pakistan and the Philippines.

There are a few well known internet sites which control this whole process so that you know that
your work is guaranteed and the person doing the work knows that they will get paid so it is really
very easy to outsource your requirements.

Every successful internet marketer outsources something; some even outsource their entire
business.

However, outsourcing is a skill in its own right that does take some application to perfect. It is a vital
skill which will be well worth the time to learn.

WAYS TO POSITION YOURSELF:

There are a few ways to position yourself when creating original content.

EXPERT:

You can position yourself as the expert. You use your own knowledge to create the content for your

products. You are the Guru.

FACILITATOR:

You can also play the role of a host interviewer. You seek out other experts in your chosen field and
then you interview them and create products by pulling it all together. For example you may do a
series of video or audio interviews. As you do more interviews, you become “an expert” by
association because every time an expert comes up, YOUR NAME gets mentioned.

CO-ORDINATOR:

You can take the facilitator role a bit further. This is where you get different experts in your niche to
contribute small bits of their expertise and then you combine it all into a product. For example you
could get 10 different experts in your niche to each contribute one chapter of what you publish as a
10-chapter book.

Generally everyone will feel comfortable within at least one of these categories. So there really
should be no excuse for not producing good content and products. You will also generally be able to
produce the types of products that you feel comfortable with. For example if you do not feel
comfortable on video, you can produce audio products or get someone else to do the voiceovers for
you.


PRICING - ASSENTION LADDER:

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I want to discuss a concept that I got from Russell Brunson called the assention ladder.

In the world of internet marketing, the different types of products have different perceived values.
As you change the format of the product, the perceived value (and hence what you can charge)
increases.

Typically the written word would have the lowest value. An eBook on a topic may sell for say $9.99.

If one then makes an audio recording of the eBook, it may now sell for say $27 to $47.

If one then creates a video (even a screen capture video we spoke of earlier), this product may now
sell for say $97.

What if you were to hold a live event? Now you may be able to charge say $297 to $999 for your
product.

The next step could be small mastermind groups that you train together. It is not unusual for the
top marketers to charge $10k-$20k a year for this.

Next is one on one coaching.

Lastly, right at the top is where you simply do whatever the client needs for them. They do not have
to learn it as you just do it.

In general, the closer one gets to the “guru”, the more one has to pay for the privilege. So while we
speak of internet marketing, this does not mean that product fulfilment will only be in the form of
digital or physical products. The internet will often act as the base for building your reputation. You
can then cash in offline by consulting or performing “done for you” services for your client.

A great way to create products would be by starting higher up this ascension ladder that I just told
you about and then working your way back down. Start with a live event. This is the only bit that

you have to do. You can now outsource the rest. Get someone to video the event for you and now
you have a video product. You can then rip the audio for an MP3 and then transcribe the content to
create a pdf. You can then mix and match these in any way you please to create many products
from just one live event!

LET US NOW LOOK AT SOME PRODUCT EXAMPLES:

Here is a list of possible products that one can create:

• Books & eBooks
• Newsletters
• Magazines
• Monthly DVD or CD – physical or digital
• Software
• Apple or android apps
• Audio products
• Multimedia – i.e. a combination of formats
• Home study kits
• Special reports