Lesson #32

The KICKSTARTCOURSE TM

By

Tony Shepherd
Laycock Publishing Ltd

http://www.hippymarketing.com/special

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 A KickStartCourse Lesson: “How To KickStart Your Internet Marketing Income”

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Foreword
It's the ultimate internet marketing dream – sitting on a beach with your laptop
watching the sales drop in while you sip a cold beer and soak up the rays.

We've done it.

It's real – it's possible.

But is it possible in the long term – can you really 'set and forget' and entire
internet marketing business?

We're going to show you what we've done, how we've done it and how
you can do the same in your quest towards an automated online income.

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 A KickStartCourse Lesson: “How To KickStart Your Internet Marketing Income”

Lesson #32
Sales drop in to our inbox constantly.

Throughout the day – overnight and when we're on holiday, watching TV or having
a glass of wine.

And we have websites that we honestly haven't even looked at for a couple of
years but they still bring in revenue.

Not as much – nowhere near as much actually – as the sites that we change and
promote constantly, but they still bring sales from organic traffic (people stumble
on them while searching Google) or from old viral marketing reports and books.

Will they dry up eventually?

Probably.

Why? - Well probably because of the main reason that it's almost impossible to set
up a truly automated income stream – the internet is constantly changing, the
search engines constantly move the goalposts and because your market – people –
develop different needs and wants.

If you're looking for a totally hands free business then that's achievable – but will
involve outsourcing or employing people – we'll look at this later.

But if you're looking to create a 'money pump' or some sort of automated 'wind it
up and leave it to bring in money' then you're going to hit problems.

You can do it for a while quite easily but after a period of time – which could be
anywhere from 4 weeks to 40 years – it's going to need your help to keep going.

How to set up an automated income stream that will eventually fizzle out.

There's nothing wrong with doing this – so don't think it's a cheap alternative or
some sort of shoddy shortcut – this is how many marketers make an awful lot of
money.

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There are numerous ways of setting up an 'automated' income site, but the
method we use most is possibly the simplest.

Set up a website selling a product. Put a 'buy now' button on there and then set up
automated deliver through Paypal, e-junkie, Clickbank, a merchant account or
whatever you want.

But that's the easy bit – let's assume you want to automate things while you sit on
the beach for 4 months.

There are two more key aspects that need to be sorted out in order to make it as
near to 'automated' as possible.

The first is traffic.

You need to drive a constant supply of traffic to your website in order to get sales.

If you want to sit on a beach sipping pina coladas while your account fills up with
money then you need to sort out the traffic before you go.

The best way to do this is to recruit affiliates.

Clickbank is the easiest way because they're extremely geared up to catering for
affiliates – they provide a product marketplace where professional affiliates can
find your product and promote it, and they automatically pay your affiliates for
you.

This means of course that you don't have to manually pay your affils each month
as you would if you used Paydotcom or other service or software.

(and that wouldn't be automated either would it?)

But while just putting your product in the Clickbank marketplace probably will get
you some affiliates and sales, unless you're an established marketer you won't
attract enough to use this as your sole method of driving traffic.

Another way that we've successfully used is to prepay ezine for ezine adverts 4 or
5 months in advance so the ads go out every week or whatever.

You need to write your ads beforehand and pay up front (although you should be
able to negotiate a healthy discount) and just let them run as you sit on the beach.

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 A KickStartCourse Lesson: “How To KickStart Your Internet Marketing Income”

This works too – but if you're trying to fully automate the process you won't be
able to 'tweak' your ads as they run, and this can mean missing out on big profits
because as each ad runs you'll be able to determine how effective it is.

If you want to take a few months off to travel or relax you're going to need to use
most of the traffic methods we've taught you in this course – blogs, comment
posting. Affiliates, WSO's, viral campaigns etc etc

And you'll have to prepare them before you go.

That way they should have enough momentum to get you through your extended
vacation before the money stops coming in.

Pay per click advertising – Google adwords for example – is another way of trying
to generate a hands free traffic stream while you're soaking up the sun.

But it's getting harder to do and while it might have been very possible a few years
ago, today's PPC system needs careful monitoring of keywords, click rates and a
dozen other (deadly boring :-) things.

Organic traffic – SEO – also generates traffic automatically but you have to SEO
your site before you set off, which is no mean feat, even for experts, and then –
YET AGAIN – the constant changing of search engine algorithms and other
technical stuff means even organic traffic can't be relied on.

In short – automating a site – product purchase and automatic delivery, and even
driving traffic to your site is possible with some work, and pre-planning.

And even if it 'only' funds a 4-month beach holiday it's still well worth doing while
most people slave away at work!

So it's just about possible.......

EXCEPT......

For the other factor in the game.

Once you've got your site mechanics automated, and generated enough traffic to
last for 4 or 5 months you think you're ready to go until the emails start to
arrive....

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 A KickStartCourse Lesson: “How To KickStart Your Internet Marketing Income”

“I've lost my download link – please help”

“I've just realised I bought the same product from your last week too !– can I get
a refund?”

“This ebook has arrived in PDF format but I can't open it – what do I do?”

You can eliminate a lot of Q's by putting a FAQ section on the download page but
lost links and refund requests MUST be dealt with or your rep will be shot to pieces
within a week.

And that's the main reason why an automated income stream – one where
you don't have to do ANYTHING once the site is set, doesn't exist.

An automated income stream in terms of taking payment then delivering the

product while you sleep is relatively easy to do, but the traffic and support required
turn in into a very different thing.

Perhaps what most people get confused with is understanding the difference
between an automated income stream and a 'hands free business'

Because we have some very good news for you....

A 'hands-free' business is relatively easy to set up.

But you're going to have to hand over control to other people or services.

You're going to have to outsource.

We've touched on outsourcing before but I want to come at this from a different
angle.

The best thing I ever sourced – ever – was the support desk.

Because in one bold move I removed everything that tied me to my computer on a

daily business.

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 A KickStartCourse Lesson: “How To KickStart Your Internet Marketing Income”

When I was doing my own support I had to answer emails within a certain time
frame, so it meant that vacations, trips, days off etc had to be planned around
mobile broadband, internet cafes or marinas and harbours that had internet
access.

And when I was exploring some quiet beach with my family I found myself
checking my watch and worrying because I knew there would be a pile of support
emails that had been left unanswered for over 12 hours.

Another 12 hours and they would turn into 'screamers' – and rightly so!

And of course it pretty much ruined a good day for me.

And even if your business is in the early stages you need to realise that if you
abandon your emails for even a week while you go on vacation you're going to
upset a lot of people and lose customers you should be turning into repeat
business.

In terms of cost – you get what you pay for.

Initially you can probably hire someone for an hour a day to answer your emails.
There'll of course be an initial training period but if you give your new support
person access to support emails you've answered yourself they'll soon get a feel
for your 'style' and will be able to do things in the same way.

When you first outsource this service you could pay just $20 an hour, 5 hours a
week – for someone to provide your support.

This frees you up in so many ways that you should soon be able to cover the cost
by having the time to work on new projects.

Read Tim Ferris' book The Four Hour Work Week to get your head round what's
possible with outsourcing.

Of course smart marketers know exactly what they want from their business and
their lives and find a system unique to them and their business.

Step 1 - Freeing yourself from support emails.

For a long time I wanted to retain that 'personal touch' and feel that I had a
connection with my subscribers.

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It wasn't until another marketer asked me 'what's so bloody 'personal' about giving
someone another download link to replace the one they lost??!'

And it's true.

You can keep in touch with your subscribers through your blog and other means –
you don't have to process refunds or take manual payments yourself to be a good
marketer.

So in the search for the ultimate automated business, the first thing that has to go
is getting someone else to answer your support emails.

But you still have to set up the rest don't you?

Well yes you do, especially if you're just starting out and on a limited budget.

So you're not really freed up, and your 'hands free' business is looking decidedly
'hand ON'

And you're right – if you have to create your own sites and products each time you
want some more money you're not very hands free at all.

But what if you only had to create your product ONCE?

Step 2 – Creating recurring income

So we're talking some sort of income that comes in without you having to sell
anything every month.

A recurring income site – a membership site for example, or a course like The
KickStart Course will free you up from having to create and launch a product each
time you need more money.

Once you've signed someone up to your membership site it's easier for them to
keep paying than it is for you to try to sell them something else each month.

Of course you have to supply them with a new product or content each month, or
as regularly as you agreed when you first signed them up, but this can be
automated.

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 A KickStartCourse Lesson: “How To KickStart Your Internet Marketing Income”

For example supposing you have a membership site about traffic generation
methods.

Each month you'd need to upload content about how to generate traffic. You could
do this with a handheld video camera or using Camtasia. It would maybe take you
a day a month to record the video or audio, write up some additional notes (or
even better send the audio or video to a transcript service for them to do) and get
it all ready for your site.

Working one day a month means your business isn't totally hands-free I agree but
it's getting damn close.

Again choosing your outsourcing carefully you could hire a project manager to put
each month's content together and upload it to your members area.

I know a marketer who makes videos from where ever he happens to be in the
world and just emails them to his membership site manager.

He also records (audio) some notes and thoughts about additional content he'd like
adding.

His manager then sorts this out – she either writes it up herself or gets a
freelancer to do it.

The membership site takes at least $5,000 a month in recurring income. The cost
of his manager, any outsourcing and other freelance work he needs doing costs no
more than $1,000 a month.

I personally suspect that apart from a single 30 minute video (he stars in it), the
ENTIRE content is outsourced and it takes him no more than a couple of hours a
month to bank $4,000 while – (drumroll please) sitting on the beach.

So you can see how it's starting to become possible.

The initial work is the hardest part, especially if you create some form of recurring
income site.

But that leaves something else...

Step 3 – Automating your traffic

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 A KickStartCourse Lesson: “How To KickStart Your Internet Marketing Income”

This part can be tricky if you're looking to make money while sitting in a hammock
in the south Pacific, but it's not impossible.

Affiliates should be your first step. Using Clickbank as your payment processor
(anyone who's ever used them know that they burst into tears if you call them a
payment processor but to all intents that what they are) makes this a whole lot
easier.

Likewise you can outsource SEO, use of traffic exchanges (not keen on these but
it's a possibility), article writers, ezine advertising and various other methods.

Probably the best method though is rather than trying to send traffic to your
membership site, you build a list.

This way you can set up your autoresponder to sell for you while you sleep. The
other major advantage is that once someone is on your list you can try to
persuade them to join your recurring income site (the main goal of having a list)
numerous times.

This provides far better results than trying to sell them on the site just once as a
'passing visitor' to the site.

….and it brings us on to our fourth and final step in the process of building an
automated income...
Step 4 – Building a system that will sell for you while you sleep.

You're going to build an automated internet system which will process your new
sign-ups and push them through your sales funnel, with the ultimate goal of
putting them into your recurring membership site.

This has been called many things by many marketers.

The 'sales funnel' is probably the best known term for this system.

My sales funnel alone – without any recurring sites, membership sites, affiliate
promotions or anything else I own - provides me with enough income to be free to
travel anywhere in the world and not worry about income.

So the fact that it also sells my recurring income sites very successfully is a
considerable bonus!

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This is how it works.

All traffic – generated by me AND outsourced goes to a squeeze page (old sites
that no longer sell much but still get traffic are redirected here too).

The squeeze pages offers a free report or a sign up to my newsletter.

Both are 'juicy' sales pages and are written to the same quality as a sales page
that was intended to sell a paid product.

Note – here's an example of one of my squeeze pages – they're all VERY similar but with small differences to test which
works best for conversion rates. http://www.richclubmarketing.com/

Once signed up they're presented with an immediate offer to join one of the
recurring income sites (again these are rotated for testing purposes).

If they take the offer then they're obviously added to that site.

If they don't they go on an autoresponder list where they're sent around 25

broadcast messages, on a weekly basis which sell our products.

The first THREE messages they receive are gentle reminders of the main recurring
income offer they first saw what then opted in. They get these at one day
intervals.

This is because they're still 'hot' about signing up and are much more likely to join
the recurring income site now rather than two months down the line.

After the first three messages are sent, the sequence then starts selling individual
products, contains pure content, and the occasional reminder of the recurring
income sites.

It's as automated as it gets without employing a huge team of employees.

But the 'hands free' business model is full of cliches and contradictions.

Such as the kind of marketer who sells his system about how to be totally hands
free, yet runs a mentoring program where he personally answers emails four
nights a week.

Can you think of anything that ties you to your computer more than answering
emails?

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He's either outsourcing the mentoring to other people (a bit naughty) or he's not
as hands free as his sales pages suggest.

Likewise the marketer who outsources everything possible then spends most of his
time on his mobile (cell) phone because he can't relinquish control (although
admittedly he IS phoning from the beach :-)

So the real secret of automating your business is finding out what works
for YOU.

I know some guys who have tremendous business models – but I wouldn't want
them. They would depress the Hell out of me.

One guy who earns a MONTHLY six figure income but blew his relationship and
most of his friends because he worked 18 hours a day for years.

It's easy to think that you'll just put a million in the bank then kick back to work
just one day a month.

But most millionaires do exactly the opposite. They work harder.

It's freaky but the more you achieve and the more you own, the more you get
scared of losing it...

...and it's easy to think that you'll work hard for a couple of years then reap the
rewards....

Heart attacks happen at any time!

Was it John Lennon who said 'life is what happens when you're busy making other
plans'?

Enjoy the moment WHILE you're working towards something.

Which brings me to my final point about your 'hands free' business.

Do you actually want a hands-free business?

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I love traveling, and take a LOT of holidays and short breaks with my family and
friends, but there's a certain 'buzz' about getting back to work and getting stuck
into a project you've been planning for a few weeks.

Tim Ferris – four hour working week guru – is a perpetual tourist – a modern
vagabond, and lives an extraordinary life.

He outsources the whole lot – from his personal life down to every aspect of his
business, and I love the book.

But I also love his blog – and he posts a lot from where ever he is in the world.

And you have to wonder why.....?

He's successful enough never to have to work again, and the whole of his business
is outsourced even if he DID.

So why post on his blog – why put more into his business?

The obvious answer is because he loves doing it – as do many talented marketers.

And they'd be bored rigid with a fully automated, hands free business.

Maybe.

What do you think?

The answer – the real, actual, 100% TRUE answer to the hand free questions is
that it's like LIFE.

If you can outsource – have someone else do – the things you hate doing yourself,
then life, and work, suddenly become very good fun indeed.

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 A KickStartCourse Lesson: “How To KickStart Your Internet Marketing Income”

This Week’s Assignment

1) Seriously think about what you want from your business. Rather than going
totally hands free (unless that's what you really want) think about what's
possible at this stage

2) Outsource your email support as soon as you possibly can. This will free you
up more time immediately and even if you're still working a 9-5 will give you
a feel for outsourcing and management.

3) Look into the possibility of recurring income sites. You can outsource the
whole thing if you need – it's the IDEA that's important.

4) Realise that being 'hand free' goes hand in hand with outsourcing and it's
almost impossible to do one without the other

5) Think about what aspects of your business you really don't like, because
these are the first things to outsource or dump in some other way (could you
buy software to do that horrible blogging task you hate?)

6) Once you rid your business of the aspects you don't like, then the chances
are you'll thoroughly enjoy the rest so much that you won't WANT to go
hands free. This won't apply to everyone but you'd be surprised how many
millionaire marketers still enjoy getting their hand dirty with ideas!

7) Just go and DO IT (the hard part

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See you in 7 days

Best wishes

Tony Shepherd

Author - KickStartCourseTM

Coming Up Next ...

Working with other people..

Leverage

How to become an expert by working with other people

How to make a lot of money doing absolutely NOTHING!

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