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No contractor would ever consider starting work on a project without having a detailed
blueprint already done and in their hands. It also doesn't matter how good they are at
following the blueprints if the blueprints are all wrong. For many people, their internet
businesses are in this exact state. They have many of the internet tactics ready, but they
have yet to develop a powerful strategy to empower the whole process.

So exactly how do you choose the strategy for your Internet Marketing Empire? Below
you will find a three step process in helping you develop your overall strategy. I don't
want to over-complicate the process by any means, but I do want to help you create ideas
through this. Your actual day to day internet marketing tactics will then flow out of your
overall marketing strategy.

STEP ONE: Create Your Overall Theme to Your Online Business

You can't develop a business around a single product. Even if you are promoting a single
product upfront, it is not the product that people want. They want the BENEFITS they
receive out of the product. When designing your site, think about an "Ultimate Benefit"
to build your site around.

I first heard the phrase "The Ultimate Benefit" through Dr. Jeffrey Lant and it has stuck
with me ever since. It is that ever abiding "WANT" or "GOALS" that your prospects have with them continually. Ultimate Benefits are things such as: more money, weight loss, online success, being sexually attractive, self-defense, etc.

Ultimate benefits are what your prospects are really seeking after. So, don't base your
business just on products. Base your business on this Ultimate Benefit. This will be the
theme that binds everything else you do at your site together. It is what you want your
site to become known for. It is why people will return to your site over and over again
forever.

What is it that your prospects ultimately want?
More Money
Better Health
Weight Loss
etc.

Once you have defined your "Ultimate Benefit," that's where the products can come in. You will want to provide multiple products that all fall under the same Ultimate Benefit. This will help you to create "Multiple Streams of Income" all generated from one web site.

What mail order or internet company do you know of that only has one product? There
aren't any really successful ones. Even the sites which seem only to have one main
product still have dozens of different profit streams which all originate from the main
product. Your mission online is to help people reach their ultimate goals, and that cannot
be done with just one product. It takes a variety of products to accomplish this goal.

One warning I do want to mention here though is that your site will be more successful if
you have one LEAD product. By testing both multiple product sites and sites which focus
on one lead product, I have found that the lead product sites will outsell the multiple
product sites by a long shot in most cases.

So, the absolute best set- up is to focus on a main product, and then have many different
backends or supporting products which will help your customers to further their goals.
This type of system is often referred to as a marketing funnel. You may be selling a book
about Ad Copy on your site, but yo u will also have consultations, seminars, audio tapes,
and ad writing services which all support your theme.

If you are selling web sites as a primary lead product, you could also sell books on
internet marketing, web design services, CGI programming, etc. If your theme is weight
loss, your primary product may be a nutritional product. You could also sell weight loss
and exercise books. A newsletter could be started. You could also do personal one-onone
consultations for specific individuals.

You also don't need to come up with all of these products yourself. Many of them can be
found through Joint Ventures with other companies which have products you know your
customers want.

STEP TWO: Develop A Unique Aspect to Your Business...Your USP

Your business cannot just be a me-too business online. You need to develop some type of
uniqueness to it...something that sets you apart from all of the rest of your competition
online. You need to create a "Unique Selling Position" which makes you stand out from
the crowd online.

For example, everyone is selling books online. How did Amazon.com become the most
well known bookstore on the interne? They developed a USP which basically states, "The
World's Largest Bookstore" which is exactly what they are. They have stated in one
phrase exactly what makes them unique from the rest of the bookstores in the world.

How can you develop your own USP? You probably aren't going to own the largest
selection of anything in your business since most of us have started out bootstrapping at
home or in our small business. Let me give you a simple little formula you can use which
will help you immensely in the creation of a USP for your business.

To find your USP, pull out a blank sheet of paper. At the top of the paper, write "You know how most __________..." Then, halfway down the page, write "Well, What I do is..."

I want you to write how most of the businesses in your market are in the first section.
Then, I want you to write what sets you apart from them. Avoid using words such as
quality or better service, because those types of things don't really mean anything
UNLESS you are more specific in your description. This may take you a while to do.
You probably will have to study your competition online for a while. Give yourself a few
days to think it over. Then, write it down.

Next, I want you to boil down that entire sheet of paper to a single phrase or sentence.
This takes some work. Write it out in a sentence or phrase as many times as you need to
until you get just the right words. Again, if this takes you a few days, let it. Think about it
when you are driving, eating, etc. Mull it over. Then, once you have just the right
wording, that is your NEW USP which you will use to separate you from all of the
competition.

Use it on your signature file online...use it on your website...use it in your ad copy. Let it become a guiding force to your online business that sets you apart and defines you as the
person to deal with in this area.

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