I have noticed a lot of offers appearing lately that list a whole load of things that their opportunity is NOT. Things like “it’s not Google”, “It’s not affiliate products”, “it’s not MLM”…

One I saw yesterday had about 20 things that the opportunity was not!

So what’s the rationale behind this marketing approach? In other words, what problem are these people offering to solve for you?

My opinion is that there are a lot of people who have dabbled with things like Google AdWords, didn’t get the results they wanted, and have now dismissed it as something that doesn’t work. This is then multiplied by the number of people pushing systems based on AdWords (for example), creating more and more people convinced that particular system doesn’t work.

Now eventually, some of the people offering the AdWords (or other) systems will see take-ups slowing down, so people create other opportunities, based on some new system they have dreamed up, a new social site perhaps, or a new traffic exchange.

But to use an often quoted phrase – the people who are giving up on the original systems are leaving money on the table! These methods DO work, but like ANYTHING they only work if you have the right attitude, the right level of determination, and if you actually work the business as your particular system or guide is telling you.

Yeah I know there’s tales of instant millions, but did you REALLY expect that? There are people making good money online, who spent a while earning nothing, or earning $20 a month; but they kept developing themselves, they kept developing their business, and eventually it all clicked.

But I like the fact that these other offers are becoming more popular, and for one very good reason. If other companies and individuals are pushing these other systems, it means a lot of the “standard” ones are increasingly neglected, providing opportunities for people who truly “get it”.

Clouds, silver linings, you know how it works!

Gaz

I got an email today, one of 100s, and like so many it started by asking me if I feel confused, asking if I feel the marketing “gurus” are conspiring to hinder me, rather than help me. As expected, it then went on to offer me the solution to this problem, a system that would put everything right; a silver bullet if you will.

Ladies and Gentlemen – there is NO silver bullet, not in terms of systems, businesses or programs at least. As with so many things in life, the answers and solutions are to be found within yourself. The fact is that all the legitimate systems (and even some of those that exist in legal “grey areas”) will work, IF YOU DO WHAT IS NEEDED.

OK, putting everything on the table for a moment, in addition to my own tools and information, yes I provide links and referrals for businesses and “systems”. But let’s step back a moment and take a more general view of things.

You’ve decided to make a change to your life, and have started working with an MLM company, selling memberships to one of the social sites that keep springing up, or affiliate marketing of someone else’s products. The problem is you’ve probably bought into some of the hype, you might be expecting to be earning big money very very shortly, and you’ve been led to expect to do very little work for that.

If that’s the case, the chances are you’ll be looking for the next “big opportunity” in a month, give or take a week or so. But that’s fine – It’s NOT YOUR FAULT. The way many of these opportunities are promoted sets an expectation, and an inadequate mindset – but that only harms one person; YOU. There are enough people out there to provide a solid revenue stream for these companies, even if the individuals concerned are ever-changing.

I’ve heard it said that you need to allow at least 90 days for one of these “business opportunities”, but seriously I believe that may well be designed to keep you paying your membership for 3 months, and no other reason.

90 days is a ‘comfortable’ period of time for most people, so it’s no surprise to see it used so often (I have also seen 60 days touted). Reality is you are going to have to work at your business for much longer than this, but I guess that doesn’t fit in with the “sign up now, get rich tomorrow” culture being peddled out there.

What really bothers me is that putting in the level of commitment needed IS worth it, and more people would enjoy success if the right expectations were established in their minds. Perhaps there is a perception that people don’t want to work at something, or maybe having people jumping around from business to business is actually very good for those who own the top level companies?

I don’t think there is a “magic” number of days, weeks or months you need to work a business. A lot will depend on how much time you can devote to it (most people have other jobs or family commitments), your level of experience, and the type of business, product or service involved. My take is that you stick with it for as long as it takes, as long as you ARE actively developing your business – let’s face it, you’re not going to get anywhere if you aren’t putting in any effort!

Still want a rule of thumb? OK, seeing as you forced me, let’s pick a round number of 1 year. If you baulked at the idea of spending 1 year building your business, then you seriously need to re-evaluate what it is you are trying to achieve. Maybe a better-paid job would work for you instead, or filling envelopes for a bit of extra cash. Developing a business is a different proposition entirely.

The time involved is of secondary importance, however. What REALLY matters is the state of your mind. Will you approach things methodically? Will you get organised? Will you PLAN to succeed? Most importantly, will you stick at it, refuse to have your attention grabbed by the “latest big thing”, and maintain a clear single-minded focus on your objective?

There’s your challenge for 2009 – make a real commitment to your business, and develop it in a serious, determined manner; in other words, BE EARNEST.

Wise words from Kipling…

If you can keep your head when all about you
Are losing theirs and blaming it on you,
If you can trust yourself when all men doubt you
But make allowance for their doubting too,
If you can wait and not be tired by waiting,
Or being lied about, don’t deal in lies,
Or being hated, don’t give way to hating,
And yet don’t look too good, nor talk too wise

If you can dream–and not make dreams your master,
If you can think–and not make thoughts your aim;
If you can meet with Triumph and Disaster
And treat those two impostors just the same;
If you can bear to hear the truth you’ve spoken
Twisted by knaves to make a trap for fools,
Or watch the things you gave your life to, broken,
And stoop and build ‘em up with worn-out tools:

If you can make one heap of all your winnings
And risk it all on one turn of pitch-and-toss,
And lose, and start again at your beginnings
And never breath a word about your loss;
If you can force your heart and nerve and sinew
To serve your turn long after they are gone,
And so hold on when there is nothing in you
Except the Will which says to them: “Hold on!”

If you can talk with crowds and keep your virtue,
Or walk with kings–nor lose the common touch,
If neither foes nor loving friends can hurt you;
If all men count with you, but none too much,
If you can fill the unforgiving minute
With sixty seconds’ worth of distance run,
Yours is the Earth and everything that’s in it,
And–which is more–you’ll be a Man, my son!

–Rudyard Kipling

Traffic, testing and tracking is both a science and an art-form; truly mastering the realm is a lifetime’s work for sure. But don’t despair, being effective in this area is within the reach of us mere mortals, and the best part is that the skills we will need, and develop, will stand us in very good stead in the more general context of online business.

A thorough examination of the steps and processes involved is well beyond the scope of this article, so I will limit myself to a brief look at what I consider to be the important mental tools, and how those relate to the wider context as well.

When you first approach the subject of “traffic”, it’s like the first time you dip your toes in the sea of online business opportunities; your head spins with questions like “where do I start?”, “Which of the millions of options should I use?”, “How do I use them?”, “Can SOMEBODY HELP ME??”

I think it’s fair to say, we’ve all been there – think of it as a form of initiation into the industry, a rite of passage!

The answer of course is simple. Just like your choice of business to pursue, pick one! But don’t just select an option, make a commitment to it, resolve to work with it fully, and not to give up halfway through.

A high-level view of the actual nuts and bolts would run something like:

1. Create ad copy
2. Put ad copy in front of target audience
3. Track and measure results
4. Make small changes, one at a time, repeating steps 2 and 3 with each change
5. Arrive at an optimised version of the ad, time to post, subject line etc.

The “art” to this revolves around the ad content, and deciding on what to change. It will be a mixture of gut feeling, inspiration and experience. The good news is that there are plenty of effective ads that already exist, so you can mimic those to get started!

The bulk of the work is the “science”. More than anything else it is the “science” part that requires a degree of mental toughness. The tweak-track-measure-tweak feedback loop is, by it’s very nature, repetitive and monotonous. A little creative juice can be applied when making the small changes, but the process is a mechanical one that requires patience, focus, persistence and organisation.

Do you remember doing science lab experiments at school? I always remember the first one we did. We boiled water, measured the temperature at regular intervals as it cooled, and plotted the results on a graph. It wasn’t a complicated experiment, but it introduced a framework that was then used for every experiment thereafter. We had to be organised, we had to be methodical, we had to be observant, and we had to have the discipline to take readings at regular intervals.

This same methodical approach is used when working with your web page traffic, the same methodical approach also works in terms of developing your business. To summarise, the mental tools you will need include:

Patience – it takes time for the traffic data to come in, just as it takes time to build a business. In either case, if you are looking for instant gratification, then you will not see the results you desire.

Focus – an effective weapon against the sheer volume of options available. Whether you’re looking at a method to drive traffic, or a business, work with one at a time, work with it until it delivers results, and only then think about moving on to the next one. Build your traffic, or your business, one step at a time; chasing more than one rabbit at the same time, usually results in an empty net.

Persistence – not to be confused with patience, persistence is about having the resolve to keep going. The results WILL come, but you need to get over the early stages, when it feels nothing is happening. Persist and you will succeed, give up and you will not.

Organisation – there are no two ways about it, if you’re going to successfully track your results, measure the outcomes and analyse the numbers then you will need to be organised and methodical. Set up a tracking link for each permutation, use tools to record the details and the results (a pencil and notepad is fine), and be just as methodical as a scientist.

Obviously things do get easier with experience, and the most important thing you can do is to establish the habit. Once you establish the habit, things will start to roll along naturally.

Above all else, remember this; if you can boil water, then developing traffic that converts is well within your grasp.

Gaz