Paul Myers copy of my “Need to Know” 112-page ebook manual
…Instead of going through a salesletter style explanation, I’ll just give you the table of contents and a basic description of what’s in each chapter.
Chapter 0: The Starting Point. Becoming Unstoppable : This chapter will show you how to create an unstoppable motivation, which forces you to focus on your goal and to take continuous action toward achieving it.This is probably very different from anything you’ve read on the subject before. There is absolutely no “positive thinking” or “rah-rah” stuff in it. And I don’t assume anything about what your goal is. That’s your business. I just show you how to tap into the motivation that already makes you do what you do, to strengthen and redirect it.
This is the single most important chapter in the book. And it applies to every area of your life, and anything you want to be, do or get.
Chapter 1: The 5 Things it Takes to Succeed Online : Your product, site and traffic are the first three. You may find yourself thinking about them differently by the time you’re done with this chapter. The fourth and fifth are the hard parts. Well, they used to be.
Chapter 2: The 7 Things You Must Include in Everything You do Online : There are 7 primary things that control the growth of your business. This chapter explains what they are, and how to hook them together to gain maximum leverage and make things happen a lot more quickly.
If you already have an online business that’s making some money, this chapter could be all you need to get it flying.
Chapter 3: Cover Your Assets : It’s important to know your assets and your resources, and to build both. By the time you finish this chapter (assuming you do the work it asks for), you’ll have a much clearer idea of where you stand and what you’ve got to work with. There’s probably a lot more there than you think.
Chapter 4: Become a “Model” Citizen : This chapter includes a very different take on the concept of what a business model is, and how to choose one. It also slaps around some stupid myths that can keep you from putting things in high gear.
It also points out a belief that many people have that almost guarantees they’ll never make enough money online to enjoy the lifestyle they want. The thing that scares me about that belief is the sheer number of people who hold it and don’t even know.
Chapter 5: Revenge of the Psycho-Billy Cadillac : This one explains what I call “The Project Process.” It’s a simple approach to learning and earning at the same time. I highly recommend it for people with relatively little experience, but useful skills.
Chapter 6: Gimmick, Toy or Tool? : This chapter explains the single biggest trap for folks new to the game. This one thing kills more fledgling businesses than anything except lack of effort.
After looking closely at it, we’ll show you how to turn it around and make it one of your strong points.
Chapter 7: Of Wombats and Men : One of the funniest things I’ve ever written, and an important message about the ability to communicate clearly. It also offers an excellent cure for perfectionism.
There is also a tweak to the product creation process in here that can get some of you moving a lot faster than you are right now. It’s incredibly simple, and almost no-one ever thinks of it.
Chapter 8: The Most Important Skill : There is one skill that determines how well anything you do online will produce: Listening.
The trick is knowing how to listen, and who to listen to. You’ll find that, and more, in this chapter.
Chapter 9: “Where’s the Party?” : You’ve probably heard the phrase, “People don’t buy features. They buy benefits.” Unfortunately, even the folks preaching that can’t usually explain the difference in ways that most folks can understand at a gut level.
By the time you’re done with this chapter, you’ll understand that critical difference better than most sales trainers. And that can make all the difference in the world to your bottom line.
Chapter 10: Winning The Content Contest : “Content is King.” I’ve heard that phrase so many times over the years from people who don’t understand the purpose of content that I’m ready to puke.
Here’s a clue to what you’re going to learn with this chapter: Content is a vehicle. Impact is king.
Chapter 11: Are You THAT Boring? : Big time argument that raged for years: “How long should me email/article/book/report/video/whatever be?” Everyone who hears it has an opinion on the subject.
Almost every one of those opinions is wrong.
Chapter 12: How to be Interesting in Print : A very basic primer in writing compelling content. If you learn and follow just these few simple steps, you’ll be years ahead of most people in the business.
This one is short, and different from most writing guides you’ll encounter. For one thing, it’s based on dealing with real people. Not grammar cops.
Chapter 13: The “THUD!” Factor : This is based on another old cliche. The idea that perceived value is important to sales. That’s all well and good, but it doesn’t show you how to improve either perceived or delivered value. That’s the focus of this chapter. Complete with a checklist you can use for every product or promotion you create.
If you want to develop loyal customers and develop a reputation for over-delivering, spend some extra time with this one.
Chapter 14: The World is Your Playground : I’m not going to spoil the surprise with this one. I will tell you, though, that it presents one of the very best ways there is to learn this business (and a lot of other things) in a fun, low-stress process.
Chapter 15: Ramp it Up! : This is the key that ties it all together and makes the effort really pay off. Taking something that works in small ways and scaling it up into something that works BIG.
The information in this chapter is useful mostly to folks who want to build empires, not the people who want to make a few extra bucks, or who are in it purely for th fun of the thing.
If you’re looking for an empire, you need to put a lot of focus on this one and on Chapter Two. They’re the keys to that doorway.
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