4 Ways to Bullet-Proof Your Entrepreneurial Career

Even entrepreneurs have career paths, despite the fact that said paths wind far outside the bounds of traditional employment. When was the last time you thought about yours?

To be honest, I hadn’t really thought about my own business in these terms until I read the book, “Guerrilla Marketing for a Bulletproof Career,” by Andrew Neitlich and Jay Conrad Levinson (the man who coined the term “guerrilla marketing”).

But it makes sense. When it comes to their careers, people need to realize that they can be ambushed by any number of factors outside their control. The same is true for entrepreneurs who, at any given time, might face the kind of unexpected hurdles that threaten to bring a business to its knees.

So how do you prevent that? As the title of their book suggests, Neitlich and Conrad Levinson think you can borrow some career lessons from the guerrilla marketing toolkit. Here are some of their tips:

1. Be indispensable in 2 areas: technical expertise and relationships

“If you lack valued functional expertise as well as valued relationships, you’re basically what we call a ’sitting duck,’” says Neitlich. In other words, you have neither the skills nor the pull to be indispensable. At the other end of the scale are what the authors call “double spikers,” or those who have developed both to such a degree that they are able to meld the two to create highly successful businesses. That’s what you want to aim for.

2. Test yourself

Neitlich suggests asking yourself a series of questions to see how far you are from being a “double spiker,” including:

• What skills do you need to be truly valued in your industry?
• How does that compare to where you are now?
• What can you do to bridge that gap?
• Who are the movers and shakers in your industry?
• How well-connected are you to them?
• What can you do to meet more of them?

 Answering these, and then acting on the answers, will move you into a position of being able to take advantage of the best opportunities that arise.

  3. Guerrilla market your expertise

A book with “guerrilla marketing” in the title would not be complete without addressing this technique, now, would it? Here’s one of my favorite tactics from the book: Develop the three marketing messages every entrepreneur needs to communicate her value to others:

• Frame a one-sentence hook that describes exactly what results you produce, and for whom.
• Develop a concise but powerful “war story” that describes your most “jaw-dropping result.” The difference between this message and the first is that this second one will have concrete results in it, e.g. “by doing X in Y time frame, I got Z results.”
• Devise a third, “complete” marketing message that builds on the previous two, that you can use on your website, marketing materials, and so on.

Quite the quiver full of arrows, you might say. But I don’t mean to sound facetious; far too many businesses put far too little emphasis on creating good marketing messages, more often than not choosing to wing it, in my experience. Neitlich’s technique forces you to craft something purposeful, which I’m pretty sure is better than what you have now if you’ve been winging it.

4. Grow your “power base”

Interestingly, the authors tell you to stay away from the “six degrees of separation” theory. Instead, they want you to be one or, at most, two phone calls away from the power players.

Here’s how to do it:

Figure out how many phone calls away you are from people like: a billionaire; a millionaire; the president of the most important professional development association in your company; a CEO of a major bank; a news anchor; and so on. This is your power base.

Every few months, analyze your power base. Who provides you with value? Who could provide you with value? Whom do you provide with value? How? And so on.

List the 20 people you don’t know but should.

Develop a way to meet these 20 to start building a relationship.

Categorize your power base from A-D, “A” being the most influential and powerful, and “D” being on the periphery with little proven value but some potential.

Develop a system whereby you contact each of these people on a regular basis; you’ll reach out to your “A” list most regularly, and your “D” list least regularly.

Now you have a way to systematize it, understanding that the core of relationship-building (which Neitlich also stresses) is in being authentic and reciprocal in nature.

A last word

While “Guerrilla Marketing for a Bulletproof Career” has ample doses of motivational stories and self-help lingo, it’s not cheesy, primarily because of the numerous practical exercises and template you are given to put to work for yourself — if you choose to do so.$

[Ed. Note: Ray Buckner is offering a complete blueprint to helping you take control of your financial future with a web-based business that you can operate from anywhere in the world – including a coffee shop, your kitchen table, or anywhere around the world where there is Internet access. Discover how you can achieve the American Dream and your financial independence here. You’ve never seen anything like this before.]

So You Wanna Be an Entrepreneur...

It's hard to say which comes first - the desire to be an entrepreneur or the germ of an idea for a business. Obviously, you need both.


The idea can come from anywhere. It can be the result of an experience you have in the marketplace or it can be something to do with a hobby or passion you have. And the two sides of the initial decision of what business to get into are this:

One, you need to know a lot about the subject. When I say a lot, I mean you should be able to write a book about it. If not at first, then at least before you start investing in it.

Second - and this is more important than you might think - you need to be interested in it. You are going to be married to this idea. You are going to be sacrificing time and investing resources into it. If you are not keenly and seriously absorbed by the whole concept, you won't last long. You won't be able to maintain the momentum it takes to go through the process of developing and running a multi-million dollar business.

But if the idea excites you and you want to know everything you can about it, you'll be ready to dig in and put your time and money into it. You'll enjoy the process and even more, you'll be gratified when your business serves a need in the market.

Now let me stop right here and do a little balloon-bursting.

If you've been scanning the entrepreneur news for long, you may be on the "do what you love" bandwagon. I'm all for having a passion for what you do, but only to a point. "Doing what you love" can be a big mistake unless you keep it within certain guidelines.

So let me give you some caveats on deciding what your business will be...

Separating Your Passion From the Reality of the Marketplace

I can't stress this point enough. You might think the world will beat a path to your door to buy your product, especially since there's nothing else like it in the market place. You've got visions of selling your wares like hotcakes and watching the money roll in. No one's ever heard of your breakthrough idea, but once they do, they'll have to have it, right?

Not necessarily. If you're filling a true gap in the market, it might be true. But if your product doesn't already exist, there might be a good reason for it... no demand.

You must realize that if there is no demand for your product, you won't have any buyers. Entrepreneurship is not a case of "build it and they will come." No matter how passionate you are about your idea, the market decides what sells, not you.

A prime example is the online grocery business that was called Webvan. Owner Louis Borders was already a successful entrepreneur (Borders Books), so he was able to attract a lot of startup capital. And because he was so sure of his idea, he spent it all on a distribution system of warehouses and delivery trucks. Then reality set in.

People weren't as quick to change their shopping habits as Borders thought they would be. He had banked on the idea that people would choose convenience over time spent going to the grocery. And that they would not only pay full retail price, but a delivery charge.

That wasn't the case. If Borders had tested the market he would have found that people like to shop for specials when they go grocery shopping. They also go to the market several times a week because they often don't plan meals in advance. One big delivery order at premium price doesn't meet the customer need. And then there's the fact that most people like to squeeze their own tomatoes before buying them...

Borders built it, but they didn't come. And with the profit margin in the grocery business being razor thin (he didn't have the power of volume buying on his side), the business tanked. When it closed, 2,000 people lost their jobs.

As you can imagine, Borders has had a hard time living down this spectacular failure. It's easy to say in hindsight that he should have known better. But if you're ever going to learn from someone else's mistakes, this is a good one. It really drives home the point that you need to build your business slowly to minimize risk. You need to determine exactly what works - and what doesn't - before you blow all your capital. You need to make sure there's a place in the market for your passion - not just in your own mind.

The Conceit of Outside Knowledge

One of the most common mistakes made when choosing a business venture is thinking you know things you don't.

For instance, you might enjoy dining out. You eat in restaurants several times a week. In fact, you've dined in some of the finest eateries in the world on your travels. It only seems natural that your passion for great dining experiences and all the time you've spent in restaurants would lead to opening a restaurant of your own...

The problem with this thinking is that you are going on "outside knowledge." Your experience, vast though it may be, has been as a customer, not a business manager or owner. Your experience feels deep and certain. But it isn't. It's specious. And rather conceited.

Typical businesses that fail due to this mistake include:

• Restaurants
• Travel agencies
• Vacation tour operations
• Bed and breakfast enterprises
• Art galleries
• Gift shops
• Antique stores
• Book stores
• Coffee shops
• Sports-related businesses

If you're tempted to start a business in a field you have never worked in, be aware that much of what you do in the beginning will likely be wrong. Ask yourself if you have the resources - human, capital and emotional - to push the business forward after you suffer from your mistakes.

There's no better foundation than building on what you know. You might be drawn to the rush of something new and exciting, but your chances of success decrease with every step you take away from what you're familiar with.

So if you want to be an entrepreneur, I say go for it. But do your homework and build on what you know.$

[Ed. Note: If you're not happy with your financial situation, you're in the perfect position to change it for the better – right now. Ray has just released a special video that covers an online business system that you can use to start growing your wealth. To watch this short video, click the following link: http://www.raybuckner.com]

Two Reasons Why You Haven't Been Successful In Your Network Marketing Business

It is said that over 97% of people fail in their Network Marketing Businesses, while 3% thrive, gracing stages at conventions, getting 97% of the money and living the life that the 97% can only dream of.


As I sit back and think about that statistic, it simply means that if we were all in back school, 97 people would flunk out, while only 3 people would graduate.... ARE YOU KIDDING Me!!!



How lame!

So what's the deal???



Why is it that so many people are flunking out of "Success School", although they're eagerly attending events, promoting their products, investing in personal development products and following their leaders?



What is it that has created this warped statistic???



I'll tell you what it is....



After getting ton's of complaints from people desperately in search for success, I took the time out to assess the common challenges that are faced by the 97%'ers, and have demystified the 3%'s Success Formula... that NO ONE is talking about.



The Top Two Challenges:



1. Sales. We are in the sales profession. Most people are not comfortable with the word sales, but it is the bottom line. Get comfortable with that word if you want to be successful. We all sell, in one way or another, every single day.



2. Marketing. Marketing must contain the sales component. Your social networking must generate leads to build your list. You must get the contact information AND follow up.



Make sure that you plug into the free training available at: www.7figurewealthcoach.info.



To Your Success,



Ray Buckner

7-Figure Wealth Coach

630-890-1458

Ray@7figurewealthcoach.info

7 Steps to Your First Website, Subscriber, and Sale

One of the major benefits of Internet and information marketing is that you can get started without quitting your day job.

You can create a home-based Internet business that will provide you with a steady side income. Here are the seven simple steps:


Step 1. Identify Your Market

The biggest mistake I see budding Internet entrepreneurs make is to start by trying to figure out what they're going to sell. And that can be tough. There are hundreds of thousands, even millions, of possible products and services.

It's more important to decide what market or niche you are going to target. When you identify your market, you will know who your prospects are, what problems they have, and what solutions they are looking for. And once you have that information, it's not hard to find a product to sell to them.


So how do you decide which market to go after? My recommendation is to make a list of all the things you are interested in and choose from that. Why make a list and not just zero in on your number one passion? Because you want to give yourself some options. Just because you have a strong interest in something doesn't mean there are enough people out there who share your interest and (very important) have money to spend on it.

Golfers, for example, are passionate about their game. They also have a lot of money to spend on golf-related "stuff." On the other hand, though teenage boys may be into sports and cars, you won't have much luck selling them anything anytime soon.


Step 2. Choose -- and Purchase -- a Domain Name


Another mistake that online entrepreneurs make is to try to come up with a domain name that is cute or creative.

Your domain name should be descriptive of your website topic and benefit-driven. Ideally, it should also include your main keyword. And, of course, it should be easy to spell and easy to remember.

A good example of a domain name that is easy to remember, easy to spell, descriptive, benefit-driven, and includes the main keyword of the website's topic: FreeCreditReport.com.

Step 3. Put Up a Website

If you can use a word processor, you can create a website. The software is similar.

Many marketers use and recommend WordPress. This is one of the best website content management systems out there. It is free... and fully customizable.

Step 4. Add an Opt-In Form to Your Site

When you visit any of the top marketer's websites, you'll notice that there is an opt-in box near the top right-hand corner.

Having an opt-in form is one of the things that separate successful online businesses from those that fail. It allows your site visitors to give you their names, e-mail addresses, and any other information you may want to collect.

By capturing their contact information, you can follow up with them on a regular basis via e-mail. You can send them valuable content, build a relationship with them, and bring them back to your website to sell them products they are interested in.

Step 5. Offer a Freebie

The best way to get people to give you their contact information is to offer them something of value in exchange. On my website, I offer free network marketing video training..
You could also offer a free special report or some type of tip sheet. Putting one together can be as simple as coming up with 10 questions that people in your niche are likely to ask and answering those questions. It can be just five or 10 pages long. Better yet, unlike a daily newsletter, you only have to write it once. Then you upload it to your autoresponder (the same software you use for the opt-in form) and have it automatically sent to everyone who gives you their name and e-mail address.

I recommend using a third party autoresponder service such as Aweber.

Step 6. Drive Traffic to Your Website

There are many ways to drive traffic to your website. But when you're starting out, you'll want to focus mostly on free traffic.

One of my favorite ways to get free traffic is by writing and submitting articles to article directories. I submit most of my articles to EzineArticles.com. (Make sure you include your website's URL in the blurb or bio that runs with the article.)

Another good way to get free traffic is through social media marketing. Search for blogs and forums that are related to your niche and answer questions and post comments. Most forums and blogs will allow you to link back to your website. Just be sure that you are providing good information and that what you have to say is relevant to the forum's or blog's subject matter.

Keep in mind that most of the people you attract to your website by submitting articles and through social media will not purchase anything from you. At least, they won't purchase anything on their first visit. But that's why you have the opt-in form -- to capture their contact information so you can keep bringing them back.

Step 7. Follow Up... and Start Making Sales

The final step is to follow up with the people on your opt-in list and start selling them products. These can be your own products or products you are promoting as an affiliate.

This, too, can be done with your autoresponder. For example, you could write a series of five to seven e-mails, each one promoting a different product. And as soon as people opt in to get your freebie, you have those e-mails automatically sent to them, one at a time, every couple of days.

Those are the seven steps you can take to quickly and easily launch a new online business. Once you have this basic system in place, you continue to build on it by learning more ways to bring traffic to your site, building a bigger opt-in list, and starting to promote what we call "back-end" products.$

[Ed. Note: Ray Buckner is offering a complete blueprint to helping you take control of your financial future with a web-based business that you can operate from anywhere in the world – including a coffee shop, your kitchen table, or anywhere around the world where there is Internet access. Discover how you can achieve the American Dream and your financial independence here. You’ve never seen anything like this before.]

Building Your List

Build Your List Three Ways


"How do I get more traffic to my website?" "How do I build a list?" "How can I make more money online?" These are three of the most common questions I get from aspiring Internet entrepreneurs, as well as seasoned online professionals.

Marketing guru Jay Abraham teaches that there are really only three ways to grow any business: Increase the number of customers, increase the number of purchases they make, or increase the average amount they spend on each purchase. Of course, in network marketing, I include building your baseshop.

In the world of online business, this translates into getting more traffic to your website and collecting their contact information. By building -- and marketing to -- your own in-house e-mail list, you'll find that you'll make more sales and gain more prospects. You'll also find that you can sell increasingly expensive products to those repeat customers.

There are hundreds (possibly thousands) of ways to get traffic to your website. The way I see it, all of them can be broken down into free traffic, paid traffic, and what I call leveraged traffic. Let's take a closer look at each one...

1. Free Traffic

As its name implies, free traffic is traffic that you don't have to pay for. The main benefit of this type of traffic is pretty obvious: It's free. And because of that, your potential return on investment (ROI) is almost unlimited.

The downside (relative to the other two types of traffic) is that it usually takes time to get a consistent, steady flow of visitors to your website, and it does take some work. The good news is that once you get it going, it builds on itself and the effect is long-term.

Here are my two favorite methods of generating free traffic...

• Search Engine Optimization (SEO) is the practice of optimizing the amount of traffic you get to your website from the search engines' natural or "organic" search results. In human language, that means getting your site listed by Google, Yahoo, and other search engines when people search for information related to what you're selling.

To get the most bang for your buck, you should identify the specific keywords that your potential customers are typing into the search engines, and create useful content for your website based on those keywords. Tools like SEO Book and Word Tracker will help you do this.

The idea, here, is that by adding valuable content to your website, the rankings will follow.

• Article Marketing -- submitting articles to other websites and article directories (like EzineArticles.com) -- is another good way to get free traffic to your website.

As with the content you create for your website, you write useful articles based on the keywords that your potential customers are searching for.

When submitting articles, I like to find websites related to my niche that already have high rankings in the search engines and already get a lot of traffic. Let's say you run a distributor for an energy drink company. To find likely websites to submit articles to, you might go to Google, type in "energy drinks," and make a list of the search results for that keyword. Then you'd do another search, this time for "sugar-free energy drinks." You'd repeat the process for 10 or 20 related keywords. Once you have a list of top-ranked websites, you'd contact them and offer to submit articles in exchange for a link back to your site.

2. Paid Traffic

The advantage of paid traffic is that it is immediate. Also, as compared to most free traffic, it is quantifiable -- and, thus, it is easy to tell whether a paid traffic campaign is profitable or will be profitable in the future. The disadvantage is that it costs money, and you'll probably experience some losses up front when you begin testing.

Here are two of my favorite methods of generating paid website traffic...

• Pay-Per-Click (PPC) advertising works in a way that is similar to SEO. When a user types a phrase into the search engine, they get a list of organic results. On the same page, they see a list of paid results -- ads placed by advertisers based on the keywords that had been typed in.

Getting started with PPC is fairly simple. You set up an account with one of the major PPC networks (like Google). You select the keywords you want to bid on and get listed for, and you write a short ad that will entice qualified prospects to click on your ad and visit your site. You can begin driving traffic to your website within minutes.

There are many factors that will determine your success with PPC, including how much you bid for the keywords and your ad copy. To make PPC work, you have to constantly test, test, and then test some more. It may take some trial and error, but once you find a winning combination, you can roll it out and be more aggressive.

• E-zine Advertising can help you reach a large group of highly targeted prospects. You can find e-zines and online newsletters that are related to your niche simply by doing a search on Google. Let's say you are in the credit repair niche. You might search Google for:"credit repair newsletter," "credit repair e-zine," and "credit repair e-newsletter." Then check with the e-zines/websites that come up to see if they run paid advertising. Those that do will probably offer several options, including short, inexpensive classified ads and more-expensive dedicated e-mail blasts.

Before testing an ad with an e-zine, I would first subscribe to it to see what it's like to be one of their subscribers. Do they send out good, useful content? Do they publish regularly? And do they have ads for products/services that are similar to those you plan to advertise? If the answer to those questions is yes, that publication is a good candidate for you.

Another tip is to look at the top ranked websites for your niche and see if they are acquiring names with any type of lead-capture or subscription box. If they are, contact them to see if they would be open to running your ad to their list.


3. Leveraged Traffic

What is unique about leveraged traffic is that it has all the positives of free and paid traffic without the negatives. It is both free and immediate -- and highly responsive, to boot. There are several ways to get leveraged traffic, including viral marketing and affiliate marketing. But I want to talk about my favorite: joint ventures (JVs).

JVs give you a quick and powerful way to get traffic to your website, build your list, make sales, and build your downline. It's one of the methods I used to start and grow my online business.
While there is no one way to do joint ventures, the most common JVs in the online world involve cross promotions, also known as e-mail swaps. Your JV partner sends an e-mail to their list promoting your product or service. In exchange, you send an e-mail to your list promoting their product or service.

With the kind of traffic generated this way, not only will you get a lot of it fast, but it will be much more responsive to your offer because it comes as the result of an endorsement from your partner (assuming you selected a good JV partner). And as you do more joint ventures, you'll build your in-house e-mail list and will be able to leverage off of that to do more joint ventures with the owners of larger lists.

So how do you find a joint venture partner? It's as simple as sending an e-mail, picking up the phone, or meeting someone at a conference or event. Introduce yourself, develop a relationship, and see if it makes sense for you to do business together. Once you experience the power of a joint venture, you'll never look back.

There you have it -- five specific ways to start driving traffic to your website and build your in-house e-list… five of the methods I use. As you can see, I use a multi-channel approach to online marketing, and so should you.

Improve on what you are already doing, and continue to learn new ways to generate more traffic and, ultimately, more sales and business partners.$

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