Lesson #46

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
A change of plan today.

I was going to cover the usefulness of mentoring as a fast track to success.

I'll try to cover that before the end of the course, but because of numerous – a
LOT – of requests from people who are having success with the internet marketing
side of their business, but are a little confused as to the business structure....

….the 'meat and bones' of running an IM business from home (or an office)

So I thought I'd tell you about what I use, and how I (Tony) run my business.

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Lesson #46
Some of the software and services I use to run my business are free, and some are
paid.

Cost doesn't come into it – I just select the best solution for what I want to do.

As it happens though, my favorite setup is pretty inexpensive.

Here's how my business fits together.

**quick note from Tony**

Business tools are down to individual taste, requirement and purpose. There will
probably be better systems than the ones I use.

I don't have any interest in spending 5 hours a day trying and testing everything
out there. I'd rather be making money!

Googlemail.

Used to be called Gmail but had just been renamed when I opened my account.

It's a free email account and if you don't have one you can sign up here.

I have dozens of different email addresses.

Every time I bought a new domain name I'd open another email address – for
example when I set up monthlyplr.com I created [email protected] so
customers could contact me.

It became clear very soon that I'd need to centralise all this email so I did so using
MS Outlook.

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

This worked for about 2 weeks until I realised that I travel and take breaks a LOT.

I have three laptops and a netbook and depending on the type of work I intended
to do while away (if any), I took different ones each time.

Because Outlook handles emails offline as far as I can tell, it meant that once
downloaded from the various servers, it was only available on the PC that I'd
downloaded them to.

So if I needed to access an older email and found it was on my other laptop 800
miles away I was pretty buggered.

There might be a way to store the emails on the server so they'd be accessible
from any laptop but (and this is for Microsoft's benefit) if there is, it should be a bit
more obvious because I dropped Outlook like a hot chip there and then.

Web-based email was obviously the answer, and a little research threw up
googlemail.

It's fast, there's a 'stripped down' HTML version for slow connections, which is ideal
for me when I'm in the middle of nowhere with my mobile broadband setup, which
runs very slow at times.

I now run all my email addresses into my googlemail account.

There's a facility in GM where you can set it up so that if an email comes into my
[email protected] account, it's forwarded to my googlemail account, and
when I answer it, the 'reply' address automatically shows as
'[email protected]'

So nobody knows I use GM.

Not that it matters to me – but it might to you.

These days though I don't reply to many emails.

I've set up an autoresponder message so that every single email I receive triggers
a message explaining that all queries, lost download links, problems, JV requests
etc should go through the helpdesk.

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Googlemail also has a 'chat' facility that I use quite often. It's a little box that
opens in the corner of my screen and allows real time text chat.

It only works if your co-chatter has a googlemail account.

If I want to chat (or speak) to anyone who doesn't have GM I use Skype – more
about that later.

I opened a GM account for Janet who runs my support desk and we use the chat
facility most mornings for her to keep me up to date with any problems or tickets
in the helpdesk that I need to know about.

She'll also send through ticket numbers of any JV requests or emails that I need to
deal with personally.

I've set up filters in my GM account so that Janet is copied in on any emails she
needs to have – such as subscription cancellations, failed payments, any emails
from hosting companies or domain companies etc.

In short she gets all business related emails but isn't copied in on my personal
ones.

Googlemail (GM) is a great tool, accessible from any computer, and extremely
flexible. More so that many equivalent paid products. I'd gladly pay a monthly fee
for this service, and at the rate I'm using up the HUGE allowance (7367MB) I think
I'll have to soon!

Helpdesk Script – TicketDeskPro.

I use Frank Haywood's excellent 'TicketDeskPro' script to run my helpdesk.

It installs on your own server quite easily and (touch wood) has never let us down.

It's simple, intuitive and it works well.

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Installing my support desk and getting it manned (or in this case 'womaned') was
one of the best business decisions I've ever taken.

It did take me some time to find the right person though, Janet is an integral part
of the business now, but some of the early trials with other virtual assistants didn't
go too well. It's really a matter of trial and error with some luck thrown in.

I should have done it much sooner than I did. In fact it only hit me that it was
necessary one morning as I spent four hours answering my emails.

It pays for itself many times over too, because the time it'll free up for you will
enable you to produce new products and generate new ideas, which is where the
money is in IM.

As soon as you can, get yourself a ticket desk and outsource your support.

Aweber

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I'm not going to go into this in too much detail because I've covered Aweber quite
extensively in the course.

Enough to say that if you're involved in IM in any way you need an autoresponder
service.

There are many features of Aweber I don't use, even more I don't know how to
use, and probably quite a few I don't know even exist.

It doesn't matter.

I don't look at a feature of some software and think 'I must somehow use that in
my business'

Instead I decide that I want a certain thing doing and then look for the software to
do it.

Otherwise I just end up 'tinkering' with software and services and not paying
attention to the important part of my business – making money.

Aweber is useful because it allows me to create a new list simply and quickly,
create an opt-in form with just a few clicks and put the box on my website to catch
subscribers.

Simple.

Likewise with a few clicks I can send out a broadcast message to some or all of my
list with a promo for another marketer, advertising a new product, or with a freebie
very quickly and easily.

I check my Aweber stats every morning to keep an eye on opt-in rates.

I also use Aweber to run my affiliate lists.

I split my opt-ins down into multiple lists so I can email all or some of them
depending on what I'm promoting.

The other feature of Aweber that I use is the autoresponder facility.

Basically when I get a new subscriber to my list, depending on how they've

subscribed, I run them through an autoresponder sequence.

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This means that they receive a message every few days, or weeks depending on
when I set the intervals (every 5 days seems to work well) offering a mixture of
content and products for sale.

This happens on autopilot and I make sales every single day as subscribers run
through my AR sequence.

I use some of the built-in automation to ensure that once they buy a particular
product they're taken off certain lists and added to others.

I also have a getresponse account for another of my businesses.

This works much the same way as Aweber.

I backup my Aweber account (so my list is safe) every week, and Janet does it
once a month too in case I forget.

Mobile Broadband.

The whole point of my business is so I can live life on my terms. I don't want to be
stuck in an office for weeks on end.

I travel with my family an lot. We take short breaks and holidays whenever we
can, so I've designed my whole business set-up to be portable.

I can work from anywhere in the world, for extended periods too because we
frequently decide to have 'just a few more days' before we go home.

The mobile broadband I now use is through my Apple Iphone.

It costs me just under £30 ($50) each month to have the 'tethering' (as they call
it) facility on my phone. You can get mobile broadband far cheaper than this but it
means that I have an all in one solution – my phone goes everywhere with me.

I've found internet access in some of the weirdest places – offshore on a boat, in
the wilds of Scotland and in a castle to name just a few.

When I'm just 'out of the office' for the day – which is most days – I just take my
iphone with me.

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My office number forwards to my iphone, and I can access my Googlemail account

from it.

I also have voice notes on there, a pdf reader and camera (for blog posts).

I can also send emails (although typing on the phone with big hands is a bit tricky)
and my phone can make a farting noise. Not vital but sometimes funny.

It's all about communication.

I'm available if there's an emergency or query that Janet can't handle, wherever I
am.

A mobile communication system is vital to my business, because of my lifestyle.

But possibly the most important thing....

I know how to switch the bloody thing off and relax. I only 'check in' once or
possibly twice a day when I'm out and about.

I've not yet come across a business emergency so dire that it can't be handled
from the top of a mountain.

Google Analytics and Statcounter.

Both free and both pretty good.

They're services that track your website stats. How many hits, how many uniques,
where they came from, who referred them, how long they stayed on your site,
which pages they looked at, entry pages, exit pages, where in the world they came
from etc.....

For tracking and testing they're really good.

I use them for conversion rates.

You just paste the code onto your website, and it starts tracking.

I use these for minilaunches too – so I can see how many hits per hour I'm
getting, and what the conversion rate is.

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In this way I get an idea of my 'average' conversion rates, which types of products
work best, what sort of sales pages work best etc.

Very handy.

Clickbank, Paypal, 2CO, Google Checkout etc

Payment processors.

I use all the above.

There are systems that some consider more sophisticated or professional, such as
using a merchant account with processors such as 1shopping cart or infusionsoft.

Personally I don't feel I need a setup like that at the moment. In the near future
yes, but I'm UK based and there's not yet a UK merchant account that's seriously
geared up for internet marketers.

I've seen the problems that other UK marketers have had with their merchant
accounts – they won't tell you this – which is why most UK marketers stick with
Paypal, Clickbank etc for as long as possible.

There's a huge gap for a merchant account that's geared up for UK internet
marketers. When it happens – and it will – I'll check it out.

E-junkie

I use e-junkie as a delivery service.

The reason for this is because it allows me to contact by email the people who buy
particular items, and because I use their tracking systems to find out how much of
a particular product I sell on a daily, weekly, monthly and yearly basis.

Most of my minilaunches go through e-junkie. They integrate with Paypal and

Clickbank (and others) very easily and I like them for minilaunches because I don't
need to build a download page.

I just upload the file to e-junkie, and they'll do the rest, including protected
downloads, limited downloads (I can set the number of times a customer can

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access a download and the number of days the link will be live) and sending emails
with link reminders.

It's a simple system that makes putting out products and minilaunches a fast and
simple process.

Skype

Invaluable.

For chatting to other marketers and JV partners, Skype is free and simple.

Text chat is handy too.

I use Skype for interviews – just get the guy (or gal) who's interviewing you, or
who you're interviewing on Skype, record the whole thing with software such as
Pamela. It costs around $20 for the pro version, giving unlimited recording times,
and you can check it out to see if you like it with the basic version for free.

I also do conference calls on Skype.

I'm involved with a group of marketers and we have weekly 'mastermind' calls.

Five of us on a call doesn't seem to affect call quality or result in any sort of delay,
even when the callers are based in the UK, US and Denmark.

Skype is also handy for the messaging / text chat service.

Recently I got a JV request from a friend – a well known marketer – who was
launching a product and rather than send an email he sent it to me as a Skype
message!

It certainly got my attention.

Internet Marketing is all about communication. Skype is vital for this.

Membership scripts.

The bane of my life.

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I have a rule in business. My job is to create the product and know how I want to
sell it – off website, as a DVD or whatever.

This went really smoothly for a lot of years.

Then I realised that I needed to add a few recurring income products to my

business.

No problem ( I thought)

Use a membership script to handle the technical side – I just need to provide the
content.

Wrong.

There isn't a single solitary membership script out there without a glitch of some
kind.

I actually shelved a product that I'd been planning because I got to the point
where I couldn't look at the site without growling at the membership script that
was (supposed to be) running it.

All I needed was a simple all-in solution to running a recurring income site.

I had suggestions coming out of my ears from 'experts', friends, strangers and
colleagues and I tried them all.

Most of them 'almost' worked, but when I couldn't get it to work how I wanted I'd
invariably told 'Oh it doesn't do that'

I now use Easymemberpro. I bought an unlimited license which means I can use it
on as many sites as I want.

BUT the code has been slightly modified to fit my specifications.

If I was starting out again I'd use a simple service such as authpro.com which
costs me around $5 a month, and they host the whole thing on their own site.

It's a quick and simple way of setting up a membership site, and many marketers
use it for basic recurring income sites and things like 12 week mentoring courses
or to give access to video products.

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I can set up authpro myself and configure it quite quickly – maybe an hour,
including uploading content etc.

But I have no idea how to install or configure Easymemberpro. My techy does it all
for me.

Google Docs

For sharing files with outsourcers / support team.

In Google docs I can work on a document, provide instructions for freelancers,

post to do lists or a work diary etc

...and share them with other people.

I can control who can access them, and whether they can edit the documents or
just view them.

It saves emailing files to different people and not knowing which is the latest
version etc.

If three people are working on the same file, emailing it around makes it almost
impossible to know who's done what, and when.

Google Docs provides the answer.

It's free too.

Business Overview.

This is an overview of how my business works, and it might give you a starting
point for your own.

When I first started out there were no real insights into the day to day running of
online businesses, and it would have helped me me to read something like this....

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Firstly – I don't work much, and when I do work, I work how I like to do it and
around my life.

I work mostly from home. I have an office here.

It has a bed in it too so I can work late and sleep in my office without disturbing
my wife or the kids.

Here's an average work day.....

I check in with Janet who runs my support desk most days.

This usually only takes half an hour, and if I'm at home I'll contact her by Google
chat from my office laptop.

All my computers are laptops these days so I can use them throughout the house
and in the garden in summer – wireless networking is a wonderful thing.

If I'm not at home I'll use my mobile broadband or iphone to keep in touch.

We'll discuss any problems, and she'll pass over any ticket numbers that need my
personal attention.

I'll let her know if I'm sending a broadcast out to the list or launching a mini-
product or anything that might affect the number of helpdesk tickets.

I'll leave instructions with Janet for what I'd like her to do that day – any website
alterations, uploads to be done, new content loaded into the sites etc.

After the call I usually check over the stats – have a look through the payment
accounts (Janet also has access to these for refunds etc), and the various stats –
opt-in figures, unsubscribes, new affiliates etc

Once I've checked through everything I don't do it again until the following day –
so I don't check Aweber every hour, or the payment accounts every 15 minutes.

Nor do I log into the Warrior forum and spend three hours on there, unless I'm
planning to do a WSO

I have a certain amount of content I need to provide for my sites each month, so
I'll work on this for maybe one day a week.

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The rest of the time is spent doing the things that bring money into the business.

Consider this – when I'm creating content I'm looking after existing customers.

This is important of course but the VITAL thing is that I spend more time on the
tasks that bring more money into the business – working out JV deals, placing ads,
running WSO's putting together minilaunches and giving tasks to outsourcers.

Now over the years I've become very very good at cutting out the crap.

That is – I laser focus on doing ONLY the things that will grow my business, and
tasking other people who work for me.

I really don't spend hours chatting to other marketers or browsing the bloody
Warrior forum because it's pointless. The hours slip by and you achieve nothing.

Nor do I check my email every 10 minutes.

You've heard this before but let me tell you that working like this - being focused
on the things that generate the cash - is the reason I pull in a six figure income
working just a few hours a week.

Most days I don't work though.

I like doing other things – getting out and about, traveling etc

So I keep an eye on the business and have other people work for me.

I do always have my netbook around with me though, if we're away from home for
a night or more, along with a Dictaphone and a notepad, so I'm always jotting my
ideas down or working on a minilaunch, even if it's just 5 minutes here and there.

It's down to experience really.

I know I can write sales copy faster and better than most freelancers can – maybe
with the exception of the high-level guru copywriters.

I've written copy for gurus in the past.

So I do this myself.

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On the other hand I know I could mess about trying to get a new blog or minisite
'just right' for hours if not days.

So if graphics are needed, I'll order a minisite, or if I need a niche blog, I'll order
one.

I have some excellent web designers who'll put together a great site for just $47
for me.

Once that's done I'll send my sales copy and the finished minisite to another
outsourcer I work with and he'll format the sales copy and put it into the minisite
for $25.

When the complete thing comes back I'll email the zip file to Janet to upload and
put a payment button on.

If I send over the finished product she'll upload that to e-junkie or a create a thank
you page.

The same goes for the upsells or opt-in forms.

It's all about knowing what I can do and what I can't.

If I write the copy (which I enjoy) I can get a full minisite made and formatted for
less than $80.

To do it myself would take hours if not days – actually I don't have the skills to do
the graphics at all to be honest.

But all this comes with experience.

I also use transcription outsourcers a lot.

I dictate into my machine, or onto the laptop using my headset. I might dictate
some instructions for an outsourcer, a Kickstart course lesson, an outline for a new
product or a broadcast email.

I send them to a transcription service or freelancer as an MP3 file and for $30 I can
get 5 minutes of my voice transcribed into text.

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You can dictate a lot of content in 5 minutes. Strange how most outsourcers seem
to charge $30 :-)

Again it's worth it for me in terms of time. I more than make back the cost of
hiring a freelancer because of the amount of content I can create with the free
time, and new projects I can build to push profit into the business.

Many subscribers ask me about the best way to keep on top of tasks, and to keep
track of what needs doing.

I use tadalist.com

It's free. It's web based so I can access it from anywhere, and it's very simple to
use.

I don't use coloured posts or highlights or sort my tasks into A, B and C priority
categories.

I just list them and then read through the list and make my mind up what's most
important and needs doing first.

There is a little 'trick' to this though.

It's bloody hard for a task to get onto my to-do list in the first place.

When something needs doing I ask myself 'who can do this?'

If it's uploading. Sorting out something techy to do with one of the scripts, putting
a payment button on a site or OTOs or upsells into place, Janet can usually do it
better and quicker than me.

If it's graphics, transcriptions, formatting, article writing or a hundred other things

then I'll outsource it to one of a dozen people I work with all the time.

If it's blog posting, writing, copywriting or planning then I'll do it.

I could even outsource some of the above but I enjoy it too much.

So for a task to get onto my list it has already gone through a filtering system, and
the chances are I'll enjoy doing it. It won't be the one task that always sits,
undone at the bottom of your list because it's the one you hate doing.

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And the last simple rule that I apply to my business is one that's saved me from
getting bogged down over and over again.

I only ever work on one thing at a time.

Sure I'll outsource work and when it comes in it goes into the 'current work' folder
that I host on one of my servers so I can access it from whichever computer I
happen to be working on, but until one project is finished I never actively start
building another.

Being able to work from wherever I am and on whatever computer has shaped my
business too.

I use, and love, open source software such as Open Office, Filezilla Portable, Gimp,
Kompozer and many others that allow me to do my everyday tasks despite being
on holiday or on a short trip.

This software is already on my laptops but I know that if anything goes wrong I
can always download another copy and it will be compatible with the rest fo my
work.

I also store ongoing projects on my servers so I can download the latest version
and do some more work on it wherever I am.

The only thing I make sure is installed on all my computers is an up to date copy
of Roboform.

I have too many log-ins to remember and this makes it easier.

So my whole business is geared up around how I like to live.

It;s like designing a kitchen or workshop – you customise it to make sure

everything is within easy reach, at the right height for you, and that the things you
use the most are easy to grab.

The other thing is the amount of outsourcing I do.

Outsourcing work is now second nature to me. I like to do as much of the creative
work as possible and you're unlikely to read a blog post of mine or watch a video
that's been produced by someone else.

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But things like uploading, building, transcribing, formatting and all those little tasks
that it used to take me days to do, are now fielded out to other workers.

So my advice when planning your business would be to look at how YOU want to
live.

If you want to travel the world for months at a time don't take on mentoring clients
because they'll tie you to your phone line.

Outsource your support as soon as possible- it'll free you up more than any other
thing in your business.

If you've ever tried outsourcing and sat there like a lemon because you've not
known which tasks to outsource then you're doing it wrong.

Instead go through your daily business and start all your tasks as though you're
going to do them ALL yourself.

When you get to one that causes you to stop and think, or go to the 'help' section
to look something up, or sigh and make some coffee instead because you really
can't be bothered doing it – THAT'S what you should be outsourcing.

It's easy – it's just a little scary sometimes.

The things you enjoy are usually the things you're good at, and if you still enjoy
them but wish you had more time, outsource them instead.

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This Week’s Assignment

1) Map out the lifestyle you want your business to create for you.

2) Decide how much time you want to spend working.

3) Devise your own system around points 1 and 2. Don't be put off by what
other people and marketers say you should be doing – you want to run YOUR
business not theirs.

4) Start looking at outsourcing. Put aside $20 and outsource your first task. It
can be something simple like writing and submitting an article or answering
the simplest of emails for you, but it'll get you into the mindset.

5) Install a ticket desk system. You don't have to outsource the task itself, but
this will bring you one step closer to the day you Do outsource it, and it's a
key part of a successful business.

6) Just go and DO IT – the hard part.

See you in 7 days

Best wishes

Tony Shepherd

© Laycock Publishing Ltd - All Rights Reserved. http://www.hippymarketing.com/special

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

Author - KickStartCourseTM

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How to get what you really want out of internet marketing.

Fast and Forever!

Piggybacking success!

© Laycock Publishing Ltd - All Rights Reserved. http://www.hippymarketing.com/special

Page 21