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Table of Contents
Acknowledgments xi
Introduction: Turning Someday into Payday 1
Part One: The Who and the Why
Chapter 1 Idea Brainstorming: Fun, Fast, and Easy 7
Discover the Three “P’s”: Passion, Purpose, and Profits 9
Is It Sellable? 12
Quick Start Summary 14
Chapter 2 Markets versus Topics: Understand the Difference and Prosper 15
Starting Small Is Better 18
Chapter 3 Determining Market Size: Easy as the Three Bears—It’s Got to Be Just Right 21
Where’s There’s a Good Question, There’s a Great Answer 23
Chapter 4 Your Subscriber Avatar: Knowing Your Ideal Customer 27
Birds of a Feather Flock Together 30
Chapter 5 Competitive Analysis: The Direct and Indirect 33
Two Is Better Than One 33
Quick Start Summary 35
Part Two: Anatomy of Your Business
Chapter 6 A Proven Business Model: If It Ain’t Broken 39
The Pros and Cons of Each Business Model 41
What’s a Guru? 45
No Face—No Name 46
Show Me the Money 47
Chapter 7 Naming Your Inbox Magazine: It’s Got to Be Good! 51
A Name Can Make You or Break You 51
Give the People What They Want 56
Give It a K.I.S.S. 58
Chapter 8 Design and Frequency: It’s All about Engagement 61
When, Oh When 63
Plain Text or HTML—What? 64
Let’s Push It! 65
It Needs to Be Actionable and Useful 66
Stick to Your Guns 67
Your Panache 68
Chapter 9 Software and Systems: Technology Made Easy 69
The Bad You Need to Know 71
You Want to Stay Single 71
Websites Have Never Been Easier 72
Opt Them In—Send It Out 73
Chapter 10 Don’t Wait: Action You Can Take Right Now 75
Action Step 1 75
Action Step 2 76
Action Step 3 77
Action Step 4 78
Action Step 5 79
You Are on Your Way! 80
Part Three: The Useful and the Actionable
Chapter 11 Building Your Panel: Content Is King 83
Three Easy Steps for Putting Your Panel Together 86
Step 1: Brainstorm a List of Potential Panelists 86
“No” Won’t Be an Option 105
Chapter 12 You, the Author: Article Writing Made Easy 107
Alert Yourself 107
Become a Dictator 108
Take It to the Bank 110
Creating the Perfect Article Structure Is Golden 111
Creating Engaging Content 113
Be Remarkable 116
Chapter 13 Sourcing Compiled Content: Done for Your Filler 117
Private Label Resale Content 117
Article Sites 119
Public Domain Content 120
Meat, Vegetables, and Bread 124
Chapter 14 Don’t Delay: Action You Should Take Right Now 125
Reality Awaits 127
Part Four: The Art and Brilliance of a Community
Chapter 15 Landing Pages: Land on It and Squeeze It, Baby 131
Quantity Plus Quality Equals a Great List 131
Long versus Short Squeeze Pages 140
The Elements of a Squeeze Page 144
Get Out of the Headlights 146
Chapter 16 Lead Magnets: Your Ambassador 149
Types of Lead Magnets 151
The Reciprocal 151
Not Peanut Butter and Jelly 152
Be a Leader with Your Lead Magnet 156
Chapter 17 Your First 1,000: It’s a Numbers Game 159
Step 1: Social Media Marketing 160
Step 2: Article Marketing 163
Step 3: Active Content Syndication 172
Step 4: Press Releases 174
Step 5: Viral PDFs/Infographics 176
Step 6: Ad and Resource Swaps 177
Less Is More 178
Low-Hanging Fruit Is Always the Way to Go 179
Part Five: Finally, a Real Business of Your Own
Chapter 18 Let’s Start Monetizing: The Smart Way 183
Affiliate Promotions 183
Nobody Likes Greedy 184
Give Them What They Want 185
The Proof Is in the Pudding 185
Selling Advertising 187
Rates and Data: It’s All in the Cards 193
Evolution in Advertising 197
Brokers and Managers 199
Logical and Methodical 200
Chapter 19 The Publisher’s Matrix: Your Content Empire 201
Determine Your Needs 206
Publisher Method 1: Joint Venture Partnerships 206
Publisher Method 2: Buying and Licensing Content 210
Publisher Method 3: Hiring Ghostwriters 214
Publisher Method 4: Interviewing Experts 217
Do One, Do All 222
Part Six: Big or Small, Your Choice
Chapter 20 Measuring by the Numbers: The More You Know, the More You Grow 225
Daily Key Metrics 225
To Keep the Doors Open = Fixed Plus Variable Expenses 226
Costs in Action 227
Subscribers Are Your Lifeline 228
You Can Improve Only if You Know Your Results 230
Weekly Key Metrics 233
Long-Term Metrics 239
Successful Entrepreneurs Love Numbers 242
Chapter 21 Building Your Team: It’s Good to Be Great! 243
Who and When 244
The Million-Dollar Mark 247
Never, Never, Never Outsource 248
Gross Revenue versus Profits 249
A Good Problem to Have 252
Chapter 22 Positioning for the Sale: Your Big Payday 253
Getting Ready 254
Good Things Come in Threes 259
Start the Right Way 261
Epilogue: Still Growing Strong and Damn Proud 263
About the Author 265
Index 267
