It’s kinda funny when you really sit back and think about success…

… I mean… what does the word “success” look like to you?  What picture do you see when you think about “success”?

Just this afternoon I was getting some work done and finishing up a few things on this little launch that we’re doing over at our private money website (an offshoot of the real estate site)… and I got to thinking about the success that I was *hoping* we would have next week.

And truthfully…

I kinda bummed myself out there for a few minutes.  Weird huh?

My Image Of Success Was…

As my wheels were turning in my mind thinking of the people we are going to help next week… and the profits we’d make in return for our time and effort we’re going to put into coaching our students to success… I seriously didn’t get all that excited about the profits.

Not because I didn’t think our coaching program didn’t rock (it surely will… we’re seriously giving waaaayyy too much for the chunk of change we’re getting in return.)

But… what it was came to me tonight when I was watching a video of a guy a year younger than me who has the freakin’ world by the toe right now… and is “successful” (in my eyes).  He’s in the real estate world… but that’s not what caught my eye… it was how he was out there having fun and doing things that most people wouldn’t do because “man… I’ll never do that” creeps into their minds.

Furthermore…

I’d be willing to bet that this kid still feels like he’s nowhere near where he wants to be right now because his picture of true “success” is bigger and grander than where he is now.

And to tell you the truth… earlier today when I was thinking about how successful next week would be, I was that guy that let the “I’ll never do that” creep into my mind (but just for a second ;-).

Here’s The Thing

This little launch that we’re doing is a very small launch just to our internal list… and this is truthfully the first launch that I’ve ramrodded the marketing strategy from start to finish.

And…

Even at this moment I feel like there are a couple missing pieces in the whole thing that may or may not make a big difference.

You see, all of this crept into my mind and made me compare my “success” next week to a low metric that I had set in my mind as our “ultimate goal”… and this low metric still wasn’t all that impressive.

So, just about half hour ago I got up from my computer (finally) and started to clear my mind and really think of where I am and what success will mean… not only next week but in the next 1, 5, 25 years.

And truthfully…

I realized that I slipped into a trap of momentarily mentally shooting too low and not defining my success to where I truly know I want to take it… and where I know we will take it.

Redefine Your Definition of Success…

Here’s the deal, ever since that little mindshift (about half hour ago) I’ve been looking at the project in a whole new light… and have a new motivation to drive this project to success way higher than I had “hoped” for just a week or two ago.

And in the end, when the dust settles… I can guarantee that the launch will be better off… for my partner and I and for the students because I’m carrying this new definition of success forward.

It’s a small mindshift…. but sometimes all it takes is to redefine your definition of whatever success is… and stop shooting for just “success”… but shoot for “true success”.

What’s True Success?

Pretty simple really.

Think of if its an ideal world and if you could have anything… if your project (or launch in my case) could hit whatever metrics you would absolutely love and be completely thrilled at hitting… you know… that “ideal” outcome.

That’s true success.

Too many people (myself included… in momentary lapses) shoot too low.  Too many people have success in their minds and then over time that vision or picture of true success erodes down to just plain ol’, “Ya, that was a success“.

When in reality, it should be more like, “that freakin’ rocked! If I had to script it I wouldn’t have written it any differently than this!“.

Really, in my opinion… that’s when you hit true success… and thats when you live up to your potential in work, play, and this one and only life we’ve got.

Thats just me though.  How about you?

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On day 4 (or is this 5) of my 30 day chronicle of my life and biz… in an attempt at creating a ritual of writing everyday… I am scatterbrained as ever.

Here’s the deal…

I’m in the middle of this little launch in my real estate business… and it’s heavy on videos and audio that to tell you the truth… I’ve crammed the last week to really create for our readers.

As you know… my wife and I are buying our first house… and we’re having some little speedbumps that are keeping us from closing when we want to close… and these speedbumps are costing us a bunch of money, time, and headaches.

And…

I’m working on about 3 other projects that are all suffering a bit as of today.

Here’s why…

I Can’t Focus Right Now!

I wrote a post about the importance of focusing a while back and… just like all entrepreneurs… sometimes fall off the focus train and become completely scattered.

Today I’m in one of those modes… and it sucks a big one.

You know the feeling… you have a few projects going… get phone calls… have new fires come up… and all of the sudden you look back at your day and you see that you pretty much got a whole lotta nothing done.

For instance, today I recorded a podcast, got our next video for the rei site done, put out a couple fires… one of which is really eating at me right now (the one about the house and it closing later than we wished… and costing us a bunch of money)… and a couple other things.

Heck, I wasn’t even going to write this blog post today because I thought I didn’t have the time to do it… until I remembered that I had already publicly voiced that I’m going to write for 30 days straight and if I didn’t I would do something big that I really don’t want to do.

Here’s Where I Went Wrong Today

Okay, I finally sat down and reflected on the day a bit.  What made me less productive and more scattered today than usual?

Here we go…

• I went to bed late last night (2am) because I was pushing to get a client’s work done
• I woke up late because I’m the type of guy who has to get 8 hours of sleep or I’m total garbage the next day
• Waking up late pushed back my schedule and I didn’t go through my morning ritual like usual
• I started working BEFORE I wrote out my priorities for the day… and got off on tangents
• I ate breakfast late and still haven’t had a 2nd meal…

All in all, this is the perfect recipe for a very unproductive day and being scattered as heck like I have been today.

How You Too Can Have The Most Unproductive Day Ever

Here’s my simple 5 step roadmap so you too can have your most unproductive day ever.

1. Stay up late and do work that you hate doing… it’s really great for your energy and morale
2. Be sure to wake up as late as possible… then first thing go and open up your computer and check your email (the first thing you do everyday should always be getting distracted as heck by 92 emails in your inbox)
3. Forget about eating breakfast… in fact… forget about eating lunch too… because you’re too busy answering emails and putting out “fires”
4. Don’t plan anything at all… just work on whatever comes up and even then… most importantly don’t completely finish everything you start
5. Stare at the computer screen for 6 hours straight… it’s like the technology version of carrots… very good for your eyes and energizing as heck.

And a bonus step… to follow that day up with another awesomely unproductive day… be sure to stay on your computer all evening and after midnight… then repeat the whole process again.

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A lot of entrepreneurs have a tough time with this… I did too for a long time.

How about you?? When do you know when you’re doing a great job as an entrepreneur… either offline or online… doesn’t matter.  How do you know?

• Is it the profits you make?
• Is it the traffic or leads you generate to your business?
• Is it the new projects you get done?
• Is it that you’ve stayed in business for more than 12 months?

I’d guess that most people would go for one of the first two bullets… I did… and still do sometimes.

But for me now…

It’s What My Customers Say About Me

At first when I started out I was always focusing on earning money and seeing how much profits I could squeeze out of my market.  That was when I knew I was doing a great job as an entrepreneur.

But now as I’ve matured as an entrepreneur (both online and offline) I’ve realized that for me… I know I’m doing a great job when my customers take the time out of their day to actually tell me of the great job I’m doing.

It’s awesome everytime I read an email from a reader that basically says that my real estate site is the only one they trust and feel like its worth their time to follow consistently.

That’s a huge accomplishment for me… when you can build a following of people that love what you do for them… the profits will always come.  And they have… all without selling out on my own morals or risking my integrity.

Here’s A Few Awesome Things My Customers Have Said Recently…

Ya, prompted testimonials are cool and are valuable as a marketing tool… but the ones that are totally unsolicited and just come outta the blue by the customer are the best. Here are just a couple of the nearly 100 great emails I’ve gotten over the past several months from my readers… Both of these came in last week.

“Yours is the only REI site worth visiting. You’re not too heavy on the spam and you give a lot of good opinions and reviews.”

- Michael P.

“… I went through your link because I appreciated the extra step you took with videoing the registration and, generally, appreciate your ethical approach and the value you deliver in the limited free time I have to stay up-to-date and consume real estate and internet marketing knowledge.”

- Greg G.

Gotta love those kind of comments huh?  That’s what providing real value and being true to yourself does for ya… the profits always follow.

Strive For Raving Fans and Followers… Not Just Profits

When you strive for raving fans and followers rather than just going after profits… not only (in my opinion) will you end up making more money in the end… but your customers will be way happier… and they’ll stick with you for the long haul.

Raving fans spread the word about your stuff… and help to evangelise the business and your word.  It takes a while longer to build a following than it does to simply throw up some ads and try to pull the wool over the eyes of your prospects… but it’s way worth it.

Give it a try… let me know how it goes.

(or… ask me how the heck I’ve been building a great following in my businesses… maybe I’ll share the specifics w/ ya).

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In all reality… the internet is still a pretty new marketing channel (less than 15 years old) and most small businesses haven’t quite mastered (or even tried) the art of marketing their business on the internet.

I hear it all of the time from small business owners (businesses from $250k to $5 million) that they don’t know "how to market a business on the internet ". The answer I give time and time again is that marketing your small business on the internet is NO DIFFERENT than marketing your business offline… you are just using the same marketing techniques on a new medium.

After successfully taking over the internet marketing (in other words, direct response marketing on the internet) strategies for many small businesses I’ve come to realize that really there are just a few simple steps that all small businesses need to take to get the most bang for their buck on the internet.

And yes, ALL small businesses can benefit from the right internet marketing and brand building strategy if done correctly… which I’m about to show you how. This article is the first of 3 articles in this series where I will walk you through the process of getting more traffic to your website and converting the traffic better into customers.

Keep in mind, some of these steps seem kind of in-depth and cumbersome… but in reality… when you dig into it and create systems to support each step… it’s much easier than it looks.

Step #1: Figure Out What You Want Out Of Your Web Presence… and Why

The first step small businesses (or any business for that matter) need to take before you dump too much money into your website and internet marketing strategy is to figure out what the heck you really want your website to do for you.

Websites can serve all kinds of functions including:

• To act as a simple business card (not recommended)
• To actually make the sale of your product to your customer (also called e-commerce) - Think Amazon.com here
• To generate leads for your business
• To act as a brochure for your business/product
• To be the communication channel between you and your customer

… and on and on. You get the idea. Different businesses have different needs for a website… but ALL businesses SHOULD have a website of some sort.

Retail Businesses -

If you are a retail business and want to extend your sales funnel to include online sales… you’ll of course need to center your website and internet marketing strategy around getting people to your site to purchase products right then and there. This includes having a shopping cart and ecommerce platform to take orders, show your products, etc.

Your goal is to make direct sales online and every aspect of your website should be geared toward educating prospects on the benefits they’ll receive from your products and converting them into buyers both now and later.

Service Businesses -

If you have a service business such as a consulting practice, professional practice (dentist, attorney, insurance, doctor, CPA, etc.), hard service (carpet cleaner, maid, plumber, etc.), or any other type of service business… you really need to have your website and internet marketing strategy focus on educating your target market on the benefits they’ll receive from your services… and converting them to take an action such as calling you, giving you their contact info/email address, requesting a white paper, etc.

Your goal is to gain new clients and your website should be geared toward educating prospects on the benefits your service will provide them and converting them into somehow giving you their information or making a direct contact with you.

Too many small businesses throw up a website that is a glorified business card and expect people to just start calling. Odds are, you won’t get any calls no matter how nice your site looks or how much you paid the web designer to build it. Figure out what you want your site to do for your business and make sure your site follows through with that goal.

Really get down to the core of what your business does and think of how you want your website to fit into your overall marketing strategy. Your website should be an extension of your offline marketing efforts… not in addition to.

Step #2: Create and Optimize Your Website and Integrate It With Your Offline Marketing

All websites are NOT created equal… and are often 180 degrees from what you would expect.

The most visually appealing website in the world that cost $9,000 for a graphic artist to create may result in ZERO sales (which is what happened with one of my clients)… while an "ugly" website that has the right focus and sales copy might be a profit machine. Your goal is to get a good balance of visual appeal and great salesmanship.

Create Your Website -

A website doesn’t need to be elaborate or filled with great graphics… it just needs to get your message across in a way that converts the site visitor to take the desired action.

If you want to tackle the website yourself there are some simple programs that will enable you to make a great website like:

• Microsoft Frontpage (not my favorite, but it’s the easiest to use)
• Adobe Dreamweaver (expensive, not all that easy to learn, but very very powerful… I use it for some projects)
• Wordpress (what I use for this site. Free, great templates available, easy to use once you get the design finished, difficult to make design changes if you don’t know php)

There are more but those three are my favorite. I prefer Wordpress and use it for most of my own websites and my clients websites because it is so flexible, search engine friendly, and has a great community of developers who do great work.

Or, you can hire out the web work to a web design firm who knows how to create a search engine optimized website (WARNING: most will tell you they do… but really have no clue).

Whichever way you go, you can expect between $500 and $7,000 for a decent website. Finding great web guys is very difficult… so if you need a web designer shoot me an email and I can refer you to great companies I have worked with in the past (FYI, I’m not a web designer… I’m a marketer).

Optimize Your Website -

SEO

Part of the process of creating your website is optimizing it for the search engines and for better conversion. I won’t go into depth too much in this article about how to optimize your website for the search engines (I could write a whole book on just that topic) but I’ll go over the very basics.

1. Determine which search phrases your target market likely types into the search engines and create content around those phrases
2. Edit your "title tags" so they include the target phrase for that page. i.e. - If you are a personal injury attorney in San Diego… the title tag for your home page might be something like "San diego injury attorney" or for the page on brain injuries it could be something like "San diego brain injury attorney". Those are just quick examples… but you get the idea.
3. Include information, links (internal and external), headings, etc. that are related to your business and phrases that your market is likely to type into search engines.
4. Gather links from related websites that point back to your website. The best way to do this is to just create valuable, usable, and great content that people will want to link to anyway.

Really, there’s so much more to SEO… but that’s enough to get you started. If you don’t want to mess with doing the SEO yourself, shoot me an email and I’d be glad to do a free review of your website (as time permits).

In basic terms, create great content that will truly help your target market solve whatever problems you will help them solve. If the content is valuable, people will link to it and search engines will see that and reward you with better search rankings.

Conversion

As far as optimizing your website for conversion , it’s pretty simple (simple sounding… sometimes a bit more difficult in practice).

Make sure your website guides the prospect along in the "sales" process in a logical flow to compel them to do what you want them to do. If you are a retail business, Amazon.com has the conversion thing down. Study their website and their sales process to see what is working great (study everything about it… it converts at something like 12% which is crazy).

If you are in a service business, make it easy for people find the information they are looking for ("how to" information is great), create benefit oriented copy, have "calls to action" that request the reader to take a specific action, and gather leads. That’s pretty simplified but gives you a great idea of what your website should do.

Integrate Your Website and Internet Marketing With Your Offline Strategy -

Too often small businesses think that the internet is an "addition" to their offline marketing… when in actuality it should be treated as an extension of your offline marketing strategy.

Be sure to align your offline and online marketing message so your prospect finds a congruent message across all mediums and is guided along in the sales process seamlessly from offline to online and vice versa.

Here are some ways to integrate your website with your offiline marketing strategy:

• At the least, place your website on your business cards … preferably place a call to action on your business cards such as, "Download Your Free 60 Minute Audio ‘7 Costly Mistakes To Avoid When Planning Your Next Vacation’ at www.yourtravelsitehere.com". This drives offline people online and further qualifies them as an interested prospect.
• Include your website on all marketing materials (a printed book, banners, brochures, letterhead, yellow page ads, handouts at networking meetings, etc.)
• Ask offline customers to go online to take a survey in exchange for something of value
• Create contests, giveaways, etc. that require people to go to your website to participate
• Sign customers and prospects up for a free newsletter which gives them great information, discounts, etc.

There are a ton of ways to integrate your online presence with your offline presence… but virtually all businesses should at least include their website on your offline marketing materials in some way shape or form. The more you can get people to engage in your marketing message the more apt they are to use you for solutions to their problem.

The Business Card Syndrome -

Most small businesses still have what I like to call the "business card syndrome ". This is where small businesses fall in the trap of putting up a website that is just a glorified business card. You know what I mean… the site tells about you and what you do, has your contact info, and that’s about it. A glorified business card.

We all get so used to handing out business cards to hopefully evoke an action from a prospect (the action is to get them to call me back). So, many people think that doing the same thing with their website will be a good idea.

WRONG.

Your website should act as a salesman that never sleeps and should educate your prospect, show your credibility, provide value to them before they ever buy, help them to realize their problem, and compel them to contact you for the solution. A simple business card approach just leaves too many potential customers on the table and does not provide your company with a very good ROI.

Large corporate companies with many representatives are famous for the business card syndrome . They provide their reps with their own "website" which amounts to little more than a business card… and most reps think this is the only "website" they need.

Your small business website should educate your target market on solutions to their problems… the solutions that you can help them achieve.

(This is Part 1 in a 3 Part Series Called "Marketing Your Small Business On The Internet - 6 Easy Steps". Subscribe to my RSS feed to be notified when Parts 2 and 3 are posted)

——————

Up Next:

Part 2:

• Step #3: Research Your Market and Create A Content Plan That Gives HUGE Value
• Step #4 : Create Solid Search Engine Marketing and Social Media Strategies and Implement Them Faithfully

Part 3:

• Step #5 : Get Consistently and Persistently Active In The Conversation With Your Target Market… and Become The Expert
• Step #6: Continue To Look For New Opportunities To Reach Your Target Market

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I’ve heard the term “lifestyle entrepreneurship” chatted about quite a bit recently. Namely, from great entrepreneurs and bloggers like:

• Tim Ferris
• AnyWired
• Yanik Silver
• etc.

To me, “lifestyle entrepreneurship” is all about creating a business (or businesses) that allows you to truly lead the life you want to live.

For me, that life is one where I’m able to make enough income to make it so I don’t HAVE to work everyday (although, us entrepreneurs tend to love what we do… so it’s not work), where I can spend more time traveling with my wife and family, where I can technically not work for a week and still have that income coming in whether I work or not, where I’m able to golf during the week anytime I want, and where I’m truly making a difference in other people’s lives.

That’s me. That’s why I am an entrepreneur and do what I do.

Am I In My Ideal “Lifestyle Entrepreneur” Position Yet?

Right now… probably not. I DO believe that I’m on my way and will be there pretty damn soon… but I’m still trying to work my way out of my previous mindset of what it is to be an “entrepreneur”.

I graduated from college with degrees in Marketing and Entrepreneurship (yes… that’s a real degree). In college we were taught what it is like to run a traditional company… with the “entrepreneur” working tirelessly for the rest of his/her life to have that “freedom” we all look for as entrepreneurs.

After college I carried that mindset forward… and even worse… I carried the mindset that “If I can do it… I’ll just do it myself… heck, it’ll save me a ton of money”. After 2 years of “entrepreneurship” doing it “myself”… I began to look at what I had created.

Here’s what my “entrepreneurial” efforts created me:

• 15 hour+ days (no biggie… I love what I do so it’s not USUALLY work)
• A decent income… but not all that much
• Trading time for dollars
• Burn out just around the corner… I was doing EVERYTHING myself… EVERYTHING
• A devalued impression of what my time was worth to myself and my clients
• Lack of clarity on what I really wanted out of life

Wow… sounds like quite the “entrepreneurs lifestyle” huh?

We As Entrepreneurs Need To Do One Thing…

I’m trying to keep this post on the shorter side… so I’ll sum up what the heck I’m getting at.

We as entrepreneurs need to figure out why we are entrepreneurs… and what we really want out of our businesses deep down in our core beings. More work, less free time, and less value on your time isn’t what I wanted out of entrepreneurship. That’s a load of crap that I for some reason let take over my brain.

So, to get what we really want… we need to go after “lifestyle entrepreneurship” rather than the “entrepreneur lifestyle”. To me, the “entrepreneur lifestyle” almost has a bad connotation to it right off the bat. When I think of that term, I picture what I had been doing for the last 2 years… not much of a lifestyle.

However, “lifestyle entrepreneurship” on the other hand is just that… you form your entrepreneurship efforts based off of the lifestyle you want. Your lifestyle isn’t directed by your entrepreneurship efforts. Thin line… but in my mind it’s quite a big difference.

For me, I’m not quite where I want to be yet… but I know I’m on the verge. One of my favorite things to do is hear fellow entrepreneurs tell their stories of when they finally created their reality “lifestyle entrepreneurship” goal.

Let’s hear it… are you after “lifestyle entrepreneurship”? If so, have you reached it… when did you finally realize that you reached it?

One Last Thought…

Money is cool… but lifestyle is better. My goal in life is to use entrepreneurship to help me live the best lifestyle possible in this one life we get here on Earth… and to meet the most amazing people I can. That’s it. Pretty simple really…

A Collection of Great Articles on The Subject…

• Check out the article over at AnyWired … excellent collection of articles and resources on the topic.

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