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<a name="_gjdgxs"></a>
ACT ON IT! 1 – MAKE THE

LEAP TO COVID-FREE PARADISE
CAPSULE: If you can make the leap, or if it’s a

dream you have, jump right into the future you ought to be living in,
where good people are moving to make a real life amidst this Covid
madness, OD’ed on the city, the lockdowns, the rules-makers
triggering a 1000 neuroses in all those still stuck there in those
faded temples to a
American pride and ingenuity.
And it’s worth

repeating, that as long as the virus is with us, no place is 100%
safe.
But there are places

across the continent . . . and out further . . . where folks haven’t
seen their lives changed by all this—they were already properly
solcially distanced. And liked it that way. As do we all now.
We know there are

travel restrictions out there, and we respect them, but there is
nothing to stop our travelling to any place in America, according to:
<a href="https://www.cdc.gov/coronavirus/2019-ncov/travelers/travel-during-
covid19.html">CDC’s
Traveler Advisory</a>
<a href="https://www.nejm.org/doi/full/10.1056/NEJMp2024274">The
England Journal of Medicine</a>
And so we’ve
identified some pretty freaking amazing destinations, and if you’re
ready to see them and evaluate them along with us, off we go…
<a name="_30j0zll"></a>
1.1 HOW WE PICKED AMERICA’S MOST EXCITING SAFELANDS
These are the places

we’re recommending. You can of course do your own traverl
research and find a destination that’s perfect to your
liking—since a move like this is a big one!
In
narrowing down this safelands list, we rated them based on five
criteria:
Density
of the city 
Population density
per square mile
Overall
cost of living 
Local home
prices/rents, services, amenities
Easy
to work from home 
Good broadband,
local commerce, public works
Ideal
country paradise 
Every day takes

your breath away once more
Proximity
to big city 
Easy to visit
corporate offices when required
Most
important is the size of the city, and rather, it’s density.
Again for reference, New York City has 27,000 people per square mile,
but Idaho Springs has 832 people per square mile, or 1/32 the
density.
Next
up is the cost of living—many wonderful destinations are simply
too pricey for most budgets. So we’ve rated on three
levels—Pricey means you need to clear $10,000 a month to cover
living expenses, Moderate requires $6,000 a month, and Affordable
comes in at $3,000 a month. (All ballpark:)
Next
up is the ability to work from home—obviously the local area
must have the basics of communication or else it’s not ideal.
Next
up is beauty—enough said!
Lastly
is proximity to the city, and it only applies if you expect your job
is going to require regular visits to the old office. But if you’re
cut free, with only an occasional visit to the city likely, this
doesn’t matter to much.
So
those are the criteria we used to rank our 50 best dreamland
locations, counting down from the smartest getaway right now to our
favorite. Will one of these become your ideal, or will you find
another that’s just perfect for you?
<a name="_1fob9te"></a>
1.2 MAP OF AMERICA AND OUR TOP 50 DESTINATIONS
[***Animated Map of
top 50]
And here are the top
50…
[***ref sep doc]
<a name="_3znysh7"></a>
ACT ON IT! 2 – WHERE A

READY-MADE BUSINESS AWAITS YOU
CAPSULE:
Here we bring your company to life, from naming it and
establishing its official and legal existence, to positioning you for
success in the market and balance in life.
<a name="_2et92p0"></a>
<a name="_tyjcwt"></a>
2.1 MAKE YOUR PRESENCE KNOWN
<a name="_3dy6vkm"></a>
Name:
Establish Your
Presence
<a name="_1t3h5sf"></a>
Summary:
Hone in on your
perfect microniche, build our your marketing website, and handle the
basic legalities of being in business.
<a name="_4d34og8"></a>
Detail:
We’re going to
jump right into setting up and running your business. That means
identifying the very specific “microniche” in the market
that’s perfect for you to enter with a solution that is sought
out. Ideally this solution…
Solves
a specific problem consumers have in an
identifiable microniche.
Can
be produced
it in 1-2 weeks tops
– so you’re ready to sell in no time.
Can
be marked-up
6x to 10x
on cost of goods (perfect, leaving you plenty of margin to spend on
marketing)
Cannot
be easily returned for a refund, but can be guaranteed
for satisfaction.
That’s
the perfect product we’re aiming for, and it begins with …
<a name="_2s8eyo1"></a>2.1.1 Identify Your Ideal

Microniche
Identify Your Ideal

Microniche
This is all about

finding your passions and talents, and the people who share them with
you.
Leveraging your own talents and passions
In the Act On
It! business, your passions and talents will play the largest
role in determining your microniche. The trick is in defining these
passions and talents down to the small, smaller, smallest use of
them, so you can then find the people who share them. In short, so
you can find your microniche.
You
already know some things about this ideal microniche and how you fit
into it. We talked about it in our presentation to you and you took
our assessment survey to gain insights into…
The
value of living the best life you can amidst a pandemic…
With so much disruption in our world and the

big cities losing their appeal, the best businesses will be run from
a home office with a lot of remote communications.
The
value of thinking like a big fish in a small pond…
Instead of trying to compete with global

corporations for lucrative customer segments, which is a hopeless
endeavor for a small company, you can compete in the small, smaller,
smallest markets where there’s less
competition and most importantly, more
buyers interested in the specific problem you solve.
The
value of getting into a business that drives you…
A business that makes your heart soar because

you are the one making your own decisions and you can afford the
lifestyle you desire feeling secure about your job prospects, your
family’s future and the community around you.
So
your interests and personal values line up nicely with potential
success in a new entrepreneurial venture—as long as you select
the right
microniche.
The
right microniche is obviously important.
After
all, if it turns out the microniche that most excites you is
mint-flavored teeth flossers, well to each their own, but turning
this into a profitable business is going to be a long slog, no matter
how clean your teeth!
Or
if your microniche is providing hair products for surfers, again it
might be tough going though we have people making money in this
micro-niche…
The one downside of

microniching is that your potential customers need to have a problem
AND they need to be aware they have that problem. The old line about
“having a product in search of a solution” comes to mind.
People need to know they have the problem; you cannot hope to
educate them to it. That’s a VERY expensive thing to do.
We know how to
handle this. But if you want to “hit pause” and do a
little online experiment, you will learn a lot about the problems
people think they have.
<a name="_17dp8vu"></a>Identifying people’s

problems using Google Trends
Google has a keyword

tool will tell you how many people are searching for words related to
your microniche. Just enter some keywords and compare them to other
keywords, and see the relative interest. Open <a
href="https://trends.google.com/trends/?geo=US">Google
Trends.</a>
We
did a quick search for three keywords that are relevant here—to
show you the difference in interest in big company marketing and
small company marketing, to help make the point that there’s a
lot more interest in “big” than “small” and
that’s why you can compete more profitably in the “small.”
Returning
to our main step at hand…
We
have developed a tool to identify the right microniche for you. It’s
not perfect—no tool could be. Because no tool could change its
mind like humans change our minds, or guess what the future holds for
you when nobody can, or know you so well it can read your mind.
Sure, some AI tools can do these things pretty dang well. And for
$10,000 a second of IBM computer time, we could do it. But we think
our own tool is the next best thing . . . because it is designed to
hone in on the right microniche for you.
And
by the right microniche, we mean that (a) your own talents will be
coupled together with (b) our understanding of today’s remote
working marketplace so (c) you get a business operation that can make
good money.
This
tool takes you through six questions that can, in just a few minutes,
narrow a total of 1,500 microniches down to the handful that are
ideal one for you.
So
let’s do it. Open the tool and prepare to have some fun!
<a name="_3rdcrjn"></a>***Ideal Microniche Tool
Ideal Microniche Tool
[if I do this tool,

it’ll take me a lot of time – is it worth it? – Is
there anything else like it, or that would inform it? Or should I
Upwork it? A psychology student might do well at this…]
Which
of these skills
are you strongest at? (Set of 24 skills)
What kinds of people

most interest you? (Set of 16 people)
What
topics
are you most knowledgeable about? (Set of 32 topics)
What hobbies
do you turn to in your free time? (Set of 28 hobbies)
What kinds of problems

have I solved in the past? (Set of 14 problems)
What pains
are my friends and family going through? (Set of 28 pains)
[output]
Does
this feel right for you?
If
it does, you can skip on to <Step
XX>
If
not, let’s dig deeper into the search for your ideal niche.
<a name="_26in1rg"></a>Think about your passions

and skills
This sounds so
basic, but it really makes all the difference. Don't just choose a
niche because you're "kind of interested" in it; to be
sustainable, it should ideally be something you can see yourself
being passionate about for at least 5 years…
It's also important

to think about which areas you have special skills or experience in.
What do people regularly tell you you're good at? What's your
training or education in? What special skills or knowledge have you
developed through your work?
Finding an area that

you're both knowledgeable about and that you love is the sweet spot
for identifying your niche.
<a name="_lnxbz9"></a>Also useful to poll your
network
To confirm that yes,

you are honing in on the right microniche, there are research tools
you can use. Tools like surveys, and focus groups. But they can be
expensive and the results they generate can be skewed—unless
you are a trained data scientist. Better to take the free approach…
Tap your social

networks—Facebook, LinkedIn—to get feedback. Ask them in
a straightforward way for opinions and advice on the microniche for
you. As friends and associates, most will be willing to take the
time to give you valuable feedback.
Being
clear on the right microniche for you, it’s good to drilldown
into the size of that market. We’ve talked a little about it,
but more is needed…
<a name="_35nkun2"></a>Narrow down your thinking
Not surprisingly,
something like "freelance writing" is a rather popular
niche, so if writing interests you, then go even narrower. Two ways
to do this:
Visit
<a href="https://www.facebook.com/help/185391984843735">Facebook
Groups</a>
and see how they are used in <a
href="https://www.breakingtheonepercent.com/facebook-groups-list/">marketing</a>,
as well.
Use
a tool like Redditlist to see which currently trending topics,
ideas, and memes strike your fancy, or trigger an idea of your own,
or an insight into what you’d like to pursue. At <a
href="http://redditlist.com/">Redditlist</a>,
you can scroll through the most popular subreddits and the numbers
of people active on them. Or you can type in some keywords and see
what kind of activity they are getting, and how popular they are.
It’s all about

going from large down to small. That way, you can reach the people
who really care about what you do. A dog-lover is different from a
dog-owner, and a dog-owner in the city is different from a dog-owner
in the suburbs. Although there is overlap and shared interests, they
also have different needs.
<a name="_1ksv4uv"></a>Try to combine the three

winning characteristics
Winning microniches
score high in three areas:
<a name="_44sinio"></a>Problem-solving
Meeting a real need
or giving a better solution than existing alternatives. When people
see an ad that aims at the core of their problem, it’s much
easier for them to make a buying decision.
<a name="_2jxsxqh"></a>Exclusivity
Having some unusual
characteristics, something new and unique, that’s the thing.
It can’t be widely available or easy to get online or off. It
is it, people will go buy it at Amazon…
<a name="_z337ya"></a>Aha! Factor

Saying why your
product is so amazing in just a few words, tht’s also the
thing. You want people to say to themselves, “Aha! That’s
what I need!” Or “Wow, I want that!”
<a name="_3j2qqm3"></a>Gain deeper marketing

insights into your microniche
There are two free

tools from Google that help you gain insights into your microniche:
<a href="https://trends.google.com/trends/?geo=US">Google
Trends</a>
You can enter

keywords and compare them, you can get keyword interest over time, by
region, related topics, related queries.
<a href="https://ads.google.com/aw/campaigns">Google
Adwords Keyword Planner</a>
Find out both local

and global search volumes for keywords, related keywords, the
competitiveness of those keywords, advertising costs, usage across
devices and locations, as well as forecasts.
To use the planner:

Click this <a
href="https://ads.google.com/aw/campaigns">link</a>
> On the top nav click TOOLS & SETTINGS > click
KEYWORD PLANNER > Click GET SEARCH VOLUME AND
FORECASTS
> Enter your search terms
Our goal here is to

find a microniche that you can practically own—because there’s
not a lot of competition—and in owning it you can make good
money from it!
Plug in some
keywords at random, moving in the direction of your interests, and
see which words and phrases get suggested.
Ideally, you want to

find keywords that pull between 1,000 and 10,000 global searches a
month. Any less and it means there's not much of a market for that
keyword. Any more and it becomes difficult to be found in the search
results.
You’ll see a
COMPETITION tab—you want to go with “Low” to
“Medium.” While this rating only tells you how
competitive the keyword is in AdWords, it is still a good measure of
organic competition levels.
You’ll also
see a SUGGESTED BID—the higher the bid, obviously, the
higher the level of commercial interest and the greater difficulty
you’ll have in competing in a business that uses those
keywords.
<a name="_1y810tw"></a>The Ideal? A microniche

within the 10 most profitable niches
Focusing your
efforts on building a business in an already-popular niche is a great
way to get off the ground. There’s less guesswork. You know
these are products people want, based on innate human desires and
needs that won’t go away.
So ideally you carve

out a microniche within these top 10…though it’s not
essential…
<a name="_4i7ojhp"></a>1. Fitness and Weight Loss

<a name="_2xcytpi"></a>2. Health
<a name="_1ci93xb"></a>3. Dating and
Relationships
<a name="_3whwml4"></a>4. Pets
<a name="_2bn6wsx"></a>5. Self-Improvement
<a name="_qsh70q"></a>6. Investing for Wealth

<a name="_3as4poj"></a>7. Making Money on the
Internet
<a name="_1pxezwc"></a>8. Beauty Treatments
<a name="_49x2ik5"></a>9. Gadgets and Technology
<a name="_2p2csry"></a>10. Personal Finance
<a name="_147n2zr"></a>Check out the competition

for yourself
Once you’ve
chosen your keywords to focus on, check out how competitive they
really are! Google it. Type it in and see:
How
many “organic” pages get listed in the search results
How
many “paid” ads are being bought (known as PPC ads) and
hit the refresh button a bunch of times to see if the ads change or
the same ones come up—telling you how many advertisers Google
has cued up for these keywords, and thus how profitable they are
thought to be.
You’ll see in
our selection of an extreme microniche, training Belgian
Groenendaels, there are not many listings and no ads—so the
competition is light, but the interest is light also. These are
things you weigh in choosing the microniche for you.
<a name="_3o7alnk"></a>Final Note
All this said, keep

in mind where we began: passion trumps competition every day. If the
microniche keyword you’ve chosen actually has more competition
than you like, but you are passionate about this microniche, go with
your passion. There’s no greater force of nature, or human
nature anyway, than passion. Go with it!
<a name="_23ckvvd"></a>√ 2.1.2

Figure Out The Size Of Your Microniche
Figure Out The Size

Of Your Microniche
Putting a dollar
value on your microniche opportunity can be very difficult and
involved a lot of guessing—but it’s still worth doing.
Every business wants

to know the size of their market, and there are elaborate exercises
you can go through to figure out “Market Size” and
specifically, the three most important measures of size:
Total
Addressable Market (TAM)
All the revenue generated in your market

segment—on a global basis if your product can be purchased
anywhere
Serviceable
Available Market (SAM)
Just the slice of TAM you can expect to capture

for your type of product solution based on differences
in quality, price or functionality
Share
of Market (SOM)
Just the slice of SAM you

can realistically capture in the coming year.
Yes,
these are important…but more so for a more established
business competing in a larger market. Competing in a microniche,
you still care about these numbers but you
will find them hard to pin down without spending a lot of time and
treasure.
Better
at this point to be gathering information on the size of your
microniche and keeping it on file. You can use this Microniche
Size Template. That way, you are
learning more about your microniche as you grow your business.
Microniche Size
Template
<a name="_ihv636"></a>Learn More:
<a href="https://www.toptal.com/finance/market-sizing/total-addressable-market-
example">An
Explanation and Example of Total Addressable Market Analysis</a>
<a href="https://www.tribetactics.com/total-addressable-market-size-calculator-for-
startups">Market
Size Calculator for Startups</a>
<a href="https://www.statista.com/">Statista
Market Reports (subscription needed)</a>
<a name="_32hioqz"></a>√ 2.1.3

Run Your First Competitive Analysis
Run Your First

Competitive Analysis
Analyzing your
competition is crucial to making good strategic decisions at every
step of your journey.
Even as a small
business startup, doing a thorough analysis of the competitors you’re
up against will be crucial to making good strategic decisions in the
days and weeks ahead. But let’s just say it:
Creating a
competitive analysis report is a lot of work!
Companies can spend

tens of thousands on it, gathering up market data, reading competing
company’s records, buying their products to compare them on
market share and pricing and sales and revenues, examining economic
conditions, forecasting new developments in technology, emerging
trends, sizing up your company vs. these competitors in a SWOT
analysis (Strengths, Weaknesses, Opportunities, Threats)
And this is more

than you’ll want to do, or need to do. Sure, as your business
grows you can return to this Step and build out a robust Competitive
Analysis. Doing that will help you land bigger clients, hire on
partners, obtain financing and take your business to new levels of
performance. But for now…
<a name="_1hmsyys"></a>Your Competitive Analysis

Template
Completing this
template will be sufficient to get your business launched
intelligently.
The idea is to focus

on the things you do that provide the most value to the user, and
compare to generic competitors—that is, to groups of
competitors that your potential customers could choose from, if they
don’t choose you.
You will want to
complete a basic SWOT analysis—it’s a great exercise for
boiling down a lot of information into chunks that are essential, and
you can keep on top of.
Here are the basic

questions to run a SWOT analysis:
Strengths: What
are we doing really well (in terms of marketing, products, sales,
branding, technology, etc.)?
Weaknesses: What
are we struggling with? What’s holding us back?
Opportunities: What’s
the weakest area for our biggest competitor? Are there any gaps in
the market that aren’t current being addressed? What has
recently changed in our business or the market?
Threats: What
is our biggest competitor doing much better than us? What new
products/features are they working on? What problems aren’t we
currently addressing?
To do your own
analysis, use this SWOT Analysis Template that
we’ve setup for the kinds of content creation and professional
services businesses that most of our ActOnIt! Members are
launching. Now it’s yours to fashion to your advantage moving
forward.
<SWOT Analysis
Template>
<a name="_41mghml"></a>Learn More:

<a href="https://blog.alexa.com/competitive-analysis-frameworks/">5
Competitive Analysis Frameworks</a>
<a href="https://venngage.com/blog/competitor-analysis-template/">How
to Create a Competitor Analysis Report</a>
<a href="https://www.entrepreneur.com/article/226360">How
to Determine Your Target Market</a>
You
have now identified the microniche you are targeting, the problems
they face in terms of the solutions you will provide, along with your
competitor’s solutions. You are now ready to…
2.2 LAUNCH YOUR WEBSITE
Launching your
company into the world begins with a world-class website that
positions your skills and talents expertly to your target market and
ideal customers. Your options:
Build
a website on your own, and discover that it’s a lot more work
than you thought
Hire
some expensive talent and spend thousands plus hundreds in monthly
charges to make your shine shine right up to the heavens
Use
a web sbuilder service that makes it all as simple as falling off a
log and while the site won’t win any awards, it will present
you professionally
We recommend option
3. We’ve worked with and analyzed all the site builders,
including <a href="http://www.wix.com/">Wix</a>,
<a href="http://www.weebly.com/">Weebly</a>,
<a href="http://www.godaddy.com/">GoDaddy</a>,
<a href="http://www.site123.com/">Site123</a>,
ande <a href="http://www.squarespace.com/">Squarespace</a>.
Each has its strengths and weaknesses and you should choose the one
you like, of course. But we believe Squarespace is the best web
builder for an Act On It! Business because it is the
best compromise between key marketing features and ease of setup.
Squarespace powers 2
million small businesses—that alone says a lot! But more to
the point, there’s no coding. It’s all drag and drop.
And we walk you through each step. And all the features you need are
waiting for oyu.
Squarespace has
worked hard to create valuable tutorials that explain everything.
But they offer so many features and options that it can be difficult
to figure it all out. That’s where we’ve stepped in. We
created the fastest path through setup designed precisely for an Act
On It! Member. For 95% of us, this fast path will be all you
need, shrinking a week’s worth of work down to a day or less.
You can always

return later to refine things. But this “path” will get
you up and running with a world-class web presence faster than any
ten tutorials or coaches out there—free or paid. And if you
need any extra help, you can find tutorials, live chat, email
support, a community forum, and a knowledge base at <a
href="https://support.squarespace.com/">Squarespace’s
support page</a>.
As your build your

website up to perfection, you’ll also be handling much of your
initial marketing setup. So when the website is done, you’ve
actually accomplished a couple dozen extra steps and you’re
ready to start marketing your product/service.
Sound like the right

way to go? Then let’s go!
NOTE:
You may want to print this page and refer to it as you build your
site. Or use two computer screens to keep this page open while you
build.
<a name="_2grqrue"></a>2.2.1
Launch Your Squarespace Website
Squarespace gives
you a free trial of their four plans for 14-days before you have to
pay. But the site remains private during that time. So only you and
people you give a passwords to can see it. So you should pick a
plan, and go with it.
You can pay by the

month, foregoing the savings of buying a year at once, to make sure
you’re happy before committing. But step one is picking a
plan:
Personal
– $16/month, or $12/month billed annually
Business
– $26/month, or $18/month billed annually
Ecommerce
Basic – $30/month, or $26/month billed annually
Ecommerce
Advanced – $46/month, or $40/month billed annually
For your Act

On It! Business you’re well-served with <a
href="https://www.squarespace.com/pricing">Ecommerce
Basic</a>, and you want the latest Version 7.1
It allows you to
setup basic product and services pages, a blog, a full email
marketing capability, all SEO handled, built-in analytics, and easy
syncing with G Suite for $6 a month extra but worth it because it
will save you loads of time.
So begin at <a href="http://www.squarespace.com/">Squarespace</a>,

click the ‘Get Started’ button.
If they’re
offering a discount, grab the code to use at Checkout.
Choose a Template
You will see the

popular template designs and can also home in on an industry, scuh as
Consulting or Marketing.
You might choose

Professional Services > Clove for your Act On It!
Business, and begin there. Take your time browsing
designs—this is the easiest part!
You can always

change designs later. You can also add features later if you don’t
see all you want in your chosen design. But try to lock in a
favorite now—to save time!
Hover over the

designs, and choose to Preview it or Start with
it.
In the upper left

you see icons for desktop, tablet and mobile. You click these to see
what your website will look like on different devices.
When happy with your

selection, click Start With This Design
We are running this

setup based on the Clove design, but it will apply to other
designs, as well.
Create a Login
Sign up with an
email address, or log in with your Google account.
Now give your site a
name. This will display along the top of your website, although it
can be edited.
Squarespace will
show you a few quick slides on editing your site. Read them and click
on through…
On your left, you

see your Squarespace Main Menu…
Pages
Design
Commerce
Marketing
Scheduling
Analytics
Profiles
Settings
Help
On your right you

see your Starter Site.
You’ll also
see a video tutorial, and info on completing the site. You can use
those tools, or for a quicker targeted setup, follow this Act
On It! Wizard…
Choose Your Pages
Go to Main Menu
> Pages, and look at Main Navigation. Do you
like
the order the pages are in? If not, click-hold to drag them into
your preferred order.
You’ll be
adding pages to your website as we proceed, but if you want to add
any now go ahead and click on Main Navigation + , then select
from the menu or click Page Layouts and select from your optionsa
shown there.
Any selections you
make will be added to your pages in the left menu. Again, you can
click-Hold to drag them into the order you want, and can give them
new names, such as “Strategies” or “Solutions”
Edit Your Pages
At the top of your

Starter Site you see EDIT – click it to begin
replacing placeholder copy with your own.
Hover over any

section and a toolbox will appear. Just click the pen icon to
go ahead and replace placeholder text, images, and buttons with your
own.
Click Edit Site

Header and then…
Site Title &

Logo – upload your logo, edit if need be, and click Back
Elements –
click in the right of each option bubble to enable it, and fill in
info:
Edit
Social Links
Click
to add your Instagram address, and your Facebook address, and Save
Click
Add a social link and enter your LinkedIn address, and
Save
Colors
– you can keep the transparent header, or choose a color
them (perhaps to fit your logo better, or make the top buttons stand
out from the photo you will be using on this page)
To add a section,
hover between two sections and then click on the blue + icon.
A screen will pop up with a list of all the sections you can add,
from blank pages through pricing. We’ll return to this…
To change the order

of your pages, click-hold the page and drag it up or down.
Now let’s take a step back, and pause for a

bit.
You are about to

begin writing about yourself and your company—that’s a
hurdle for all of us. Even for experienced writers. So let’s
talk about writing, for just a bit. (If you’re a good web
writer already, skip ahead to <Step XX>)
<a name="_vx1227"></a>2.2.2
Ratchet-Up Your Web Writing
Best writing tip

Don’t
write what you want to say; write what your audience wants to hear.
Look at your prose through the eyes of those most likely to read it.
Ask yourself:
Is
the first impression of the page positive, negative, neutral?
Is
there a big Aha! moment that comes within seconds of arriving?
Does
the page address the audience’s top of mind concerns?
Is
the content easy to understand right from the getgo?
<a name="_3fwokq0"></a>Check your spelling,

grammar, typography, and layout
Sweat the details.
Make sure you are being consistent in your basic design because even
little things can make an impact (often subconsciously) on the
reader. Check for:
Your
style and tense is consistent
Your
bulleted lists all look the same
Your
punctuation is tops—apostrophes, quotations, hyphens/dashes
all good
No
widows and orphans, that is, single words hanging at paragraph end.
Testing for responsive design

Today’s
websites, including those built in Squarespace, will give you a
different layout on each browser. Test what your website looks like
on Safari and Chrome browsers as well as Hotmail, Yahoo, and AOL
(people still use them:). And also check on iOS and Android phones.
<a name="_1v1yuxt"></a>Ensure no test content

gets left in
Since you’ll
probably write and rewrite a couple times, you might have some
leftover copy hiding out. Take a close look, and remove any
leftovers.
<a name="_4f1mdlm"></a>Proofread everything

Even if you’re
familiar with the content, comb through it to make sure you crossed
all the I’s and dotted all the T’s. (See how things can
unwittingly get fouled up?!) And in proofreading, see if you can
also:
Tighten
your word count by being more specific
Break
large text blocks into smaller 1-3 line paragraphs
Add
headers and subheaders—the more the merrier to help skimmers
Use
lists (like this one) so readers can scan easily
Okay, enough for

now. We’ll get more specific in the writing help as we
proceed.
<a name="_2u6wntf"></a>2.2.3
Complete Your Webpages
Okay, let’s
get oriented again. Go to Main Menu > Pages > Homepage.
You have a chance to

put in a big headline and a small tagline front and center on your
homepage. This is effectively Your Mission Statement and it
should answer:
What
problem are you solving and how do you solve it superbly?
Do
this in problem/solution format to capture viewers: “Oh,
this company knows my problems!” Entice
them to keep reading. “Oh,
and they have an interesting solution, as well!”
This
is your first shot at telling the world what you're about. To do it
well, let’s walk through the thought process that a branding
and advertising pro would follow (and charge you handsomely for)
In completing this
step, you’ll be well on the way to creating a brand for
yourself.
You know how

important branding is. Think FedEx, and you think of overnight
delivery. Think Apple, and you think cool tech. Think You, and what
do you think of?
Your brand is the

visual representation of your company. Designing your brand will
inform many parts of your business with more clarity. It is something
you will build up over time.
Click Save.
<a name="_19c6y18"></a>About Page
Go into the left

menu and click on the About page, and the placeholder opens up
in the preview window.
This is a key
page—it’s an opportunity to introduce yourself to your
audience in just a few words. Keep it short. Tell your story and
create the authentic professional you. Straightforward, sincere,
short. See this example from one of our team members:
If you have partners

in your business at this point, feature them here on this page as
well.
As a sole
proprietor, this is a resume page, a chance for you to show-off your
accomplishments in a professional way. In the space following the
blurb on yourself and your team, spend 200 words drilling deeper into
your experience, detailing your accomplishments in concise bullet
form, focusing on the hard numbers of your successes, your winning
margins, your quotas overfilled, your direct P&L contributions.
Use the metrics of

your industry—so a visitor can quickly see your talents and ask
to learn more.
When you’re
happy with the layout, knowing you’ll be tweaking later on,
click Save.
Contact Page
Go to Main Menu >

Pages > Contact in the menu tray
Open it up and
complete the fields. Easy peazy. Click Save.
Setup Your Subscribe Form
> Pages > Home > Edit
Hover over the

entire page you want the block added to. You’ll see what looks
like a long gray sewing pin pop-up here and there. These are
the “insertion points” available to you. Click the one
located where you want your Subscribe form to be. A Menu
opens up. Choose Newsletter. And complete the form:
Display
Form
Name – good as is, unless you want to change it
Title
– good as is, or give it something fun, like “Subscribe,
and Join Us!”
Description
– good as is, unless you want to change it
Require
Name Field – check the box is you want people to leave more
than just their email
Disclaimer
– good as is, unless you want to go into more depth on privacy
Submit
Button Label – good as is, unless you want to change it
Alignment
– choose where on the pe you want the box to sit
Layout
– do you want this box to float around the text, or stack on
the site – choose one
Storage
Your
email addresses will be “stored” in Squarespace Email
Campaigns if you’ve chosen the Advanced Commerce Plan. If you
choose a lesser/cheaper plan you’ll have to take some extra
steps to store your email. For info on this, see <a
href="https://support.squarespace.com/hc/articles/205814638">Managing
form and newsletter storage</a>.
Verification
The
default is for Squarespace to send your signups a confirmation email
– you can turn this off, but should leave it on.
Post-Submit
A
message your visitors will see after signing up – it’s
good as is unless you want to add a little personal flavor to it!
Okay,
you are good to go on this important little piece.
Note:
there are all kinds of block forms you can insert in the same basic
way wherever you want them on your site. We will add a couple more
before we’re finished. And you can plan to return here in
time, as your company grows and your needs change. For more on this,
see <a href="https://support.squarespace.com/hc/en-us/articles/206543757">Adding
Blocks</a>.
After making
changes, click Done in the upper left, then Save.
Use the form a

couple times. Enter a handful of valid emails, of friends and the
like, and get all the recipients to opt-in when they get an email
confirm. BY doing this you are prepopulating your Mailing List,
helping us when we later set it up.
Note:
Regularly click the cellphone icon in the upper right to see how your
site is looking on mobile screens. Click it again to return to
desktop view.
Fine Tune Your Branding
> Design
Fonts
If
not happy with default font, pick another font to use across your
site.
Also
change the font’s Base Size larger or smaller, to your
tastes.
Global
Text Styles – click the Headings, Paragraphs, Buttons to
tweak the weighting and spacing of a font.
Assign
Styles – tell the wizard to use different fonts in
different sections, if you wish.
Colors
You
have 3 pre-loaded color palettes to choose from, or click EDIT and
choose a new set of colors.
Animations
Set
animations on your site so that content appears to ‘pop’
‘fade’ or ‘fall’ into place. It’s a
stylish touch—playwith options to see what you like.
Spacing 
You
can tweak the spacing and alignment of your sections and images.
Buttons
You
can alter the style of your Call to Action.
Product Items
Come
back to this to perfect the layout of your Product/Service page.
Image Blocks
Come
back to this to perfect the layout of your Product/Service page.
Browser icon
Also
known as a favicon, this little image will appear next to your site
name in a browser window. It adds credibility and helps people
“remember” your site when it’s open on their
browser. Upload your logo here, if it works in tiny format. Or
design a unique image that people can remember.
Lock Screen
If
you want to passwords protect your website, so that only clients can
access it, use this tab to make your settings.
Checkout Page
You
an adjust the layout a bit here. And we’ll come back to it
later.
404 page
If
a visitor tries to access a page on your site that doesn’t
exist, they get a 404. Click the dropdown and select Home, to
redirect them to that page.
Social Sharing
Ignore
this page.
Custom CSS
Ignore
this page.
Okay, we’re
done with Design and now we’re onto what you’ll be
selling…
Setup Your Product/Service Store
Whether you’re
selling a workshop, courses, coaching, tutoring, consulting—you
can do them all from this page.
Notes:
You cannot sell subscriptions from this page—that
requires an upgrade to the <a href="https://www.squarespace.com/pricing">Advanced
Commerce Plan</a> for $16 a month extra. You may well want
this upgrade down the road, but probably not at the outset. This is
an easy decision to make when you start signing up people to monthly
plans. Until then, it is added expense you might not need. So we’ll
layout this page based on the Ecommerce Basic Plan.
If
you wish to upgrade later, you will be expert enough in Squarespace
to quicly setup a <a href="https://support.squarespace.com/hc/en-
us/articles/360002012247#toc-eligibility">Subscriptions</a>
page.
Also,
Squarespace has a Services Scheduling capability that is also an
added expense, $15 a month, that allows people to setup appointments
with you online. It’s a nice feature, no doubt about it. But
it’s another added cost, too! Like with the Subscriptions, you
may want to hold off on this until you find you are spending too much
time handling scheduling logistics.
For
now, you can use a tool like <a href="about:blank">Calendly</a>
that accomplishes almost as much, and is free if you have only one
user. We’ll get into it later. For now…
Create Your Product/Service
Go to Main Menu >

Pages > Main Navigation > + >
Store
> Create New Store > Store 1
In the left menu

you’ll see Store 1, click it and a placeholder site will
appear.
Below in the left

menu are three thumbnails for placeholder products. Hover over to
the right of each and see a 3-dot icon, click it and
Delete
each.
Now you see a chance

to Create Product, click it.
Now a window asks

what you want to sell and hover over gives you a preview of how your
product/service will look. The four choices are:
Physical
A
package must be shipped by the merchant
Digital
Customers
can download a secure link to the file lasting 24 hours after the
first download.
Service
Services
do not have shipping costs applied.
Gift
Card
Customers
can apply a gift card towards future purchases.
Most of us will
choose Digital (if you are selling electronic files) or
Service (if you are selling your professional servies). For
this demo, we are selecting and setting up Service.
You are now on the

Create Service Product page. Give it a Product Name and
Description.
Next
upload a product image. This can
be a cover of a report or your course, something to convey the value
you bring.
Now
insert your Pricing.
You can toggle on a full price and a sale price if you like.
Now
for Inventory,
toggle it off.
Skip
Variations.
For
Organization
Visiblity,
toggle to
Public.
You
can further customize this page, but enough for now! Click Done
> Save
You
now see the placeholder page, and you’ll finish it off. Click
up top on
Edit.
Edit Your Page
In
the main section, click the pencil icon > Background > Replace
> insert your
best photo to entice people to learn more about your product.
If
you would like the image to sit differently in the space, click
Edit Image
In
the left menu you’ll see a bunch of toggles you can play with
to present your product/service as you’d like. You can crop
it, adjust brightness, all kinds of things. Think about how your
headline will look—you want to leave space for it to be ready
clearly quickly. When done, click away from the edit window.
Now
click on the placeholder headline and insert your own.
Click
your headline and use the pencil
icon
to move your headline to where you’d like on the page –
play around with it.
Place
the “Make It” button in the trash can
Click in the space

below the photo, and insert a tight summary—ideally 200-300
sharp words on your product/service.
This is basically
your sales letter, detailing the problem-solving value of your
product/service.
You can add photos,

videos, links, and text.
Key elements you

should include on this page:
Captivating
Headline
Hero
Shot of the Product/Service
Product
Summary and Description
Your
Refund Policy and Guarantee
Client
Testimonials and Social Proof
After entering your

text and images, you can again open the menu to play with layout.
Setup Your Payments
Okay,
now we setup payments, so you can get some! Back in the left menu it
says “Finish setting up your store” – click
Continue.
Now
hook up your merchant accounts if you have them – Stripe,
PayPal, and Square. Follow the prompts. If you don’t have
these accounts, go to:
<a href="https://www.paypal.com/us/welcome/signup/#/mobile_conf">PayPal</a>
<a href="http://www.stripe.com/">Stripe</a>
<a href="https://squareup.com/signup/us">Square</a>
Click
next on Checkout
Enable
Abandoned
Cart Recovery
Enable
Shipping
and Billing address
to be same
Enable
Express
Checkout
– so customers can go directly to checkout
Enable
a Shopping
Cart Style for
a light color scheme (always better)
Enable
Service
Porduct Limits
– if you have multiple products on offer
Click
Additional
Fields
and then click Phone
Required
options if you want (it tends to depress orders, but a phone is good
info to have:)
Click
Checkout
Page: Store Policies
and complete the datafields on your policies on returns, terms of
service, and privacy.
Invoices
– if you are selling in the US, you can skip this
Review Your Marketing Tools
You have many more

tools on Squarespace than you’re likely to need. But we’ll
review them all, and setup the essential ones now, so you not only
know all the tools you have at your disposal but are up and running
with the essential ones needed to create your own little marketing
juggernaut:
To look them all

over…
> Marketing and you will see all your tools:
(OUTREACH)
Email
Campaigns
Most
of your outreach will be by email. You’ll also use phone,
text, Slack channels and more. But email remains the workhorse in
business—like it or not, so you will shine in email.
(DISCOVERY)
SEO
Short
for Search Engine Optimization, SEO is critical for getting found in
today’s world and has to be done right. It’s arguable
the most boring part of doing business, so we take as much strain out
of it as possible while still ensuring you rank as high as possible,
and as professionally as possible, in the search engine results.
Location
Management
If
you are selling locally, or your clients need to know where you are
located, you’ll have a Google Maps integration easily put in
place.
(ENGAGEMENT)
Promotional
Pop-Up
When
someone visits your site, you can have a window pop-up to make them
an offer of some kind. Nobody likes these pop-ups, but they do
generate more engagement from visitors. That’s why they are so
common!
Announcement
Bar
This
sets a featured message in a bar at the top of your website. Very
useful if you have important news to report.
(PROMOTION)
Instagram
Stories
You
can download Unfold in the App Store to create visually stunning
Stories on Instagram if images are essential to your business.
Products
on Instagram
If
you have an online store, you can send shoppers directly there
through Instagram tags you setup with this tool.
Facebook
Pixel & Ads
As
business grows, you may want to advertise your product/service on
Facebook. At that point, you’ll paste a pixel on your site that
Facebook can “read” to better target your ad campaigns.
Share
Buttons
When
you setup your Social Sharing buttons, you let your site’s
visitors share your content on their social channels. This is the
ideal setting. But if you don’t want people sharing, you’ll
come here to disable the tool.
Pinterest
Save Buttons
If
Pinterest is a social network of value to you, then you want to
enable Pinterest “Save” buttons that pop-up additional
information on the pages you want it for, if that information is
available.
(ADVERTISING)
URL
Builder
When
you run ads, you can link them to your website and view performance.
Google
Ads Credit
When
you run ads on Google, and spend enough money, they will give you a
purchase credit through an arrangement with Squarespace.
So that’s the
marketing tools you have at the ready. We’ll now spend time
developing the first and most important one—since it will be
90% of your activity in the first months in business.
2.2.4 Setup Your Email Campaigns
Most all of the

marketing you’ll need can be run from this one page. We’re
setting it up to eliminate the hassles and multiple-stepping required
on most marketing platforms. There will still be a few steps, but
only very basic ones, and we’ll walk through it all.
And a note before we
begin on email. Your email campaigns will run on a separate track
from your regular one-to-one emails. Specifically:
Email
Campaigns – run in Squarespace, though when people respond
to them, you will have copies sent to your regular email and you can
continue orresponding with them there, in an even more personal
manner.
One-to-one
Emails – run in your existing email client, and if you
setup a G Suite as we recommend, life gets real easy.
First the back office stuff
Go to Marketing
> Email Campaigns
> Mailing Lists
> Add
Later
you will be adding subscribers through your site forms, but now we
need to seed the mailing list.
Click
Add Subscribers Manually and fill out the fields on the
form, and toggle them as “Confirmed Permission”. These
should be friends/colleagues who will help you in testing.
Other than with friends, you must confirm permission before adding
someone to your list. There are legal requirements that prevent
spam, and if you do email people without permission and they complain
to their ISP, you could be blocked from sending emails. Not worth
it. See these <a href="https://www.ftc.gov/tips-advice/business-
center/guidance/can-spam-act-compliance-guide-business">CAN-SPAM</a>
rules.
As you add names,

you’ll see a Mailing List Dashboard springing to life.
You will be visiting this page often to see how your Subscriber file
is growing. On this page you can also:
Search
for subscribers
Unsubscribe
people if they request it, or you don’t want them on file
(competitors?!)
Clean
Up the list if you have dupes or garbage emails listed.
Click on the 3-dot

icon upper right to do the following:
Add
Subscriber – just as you just did
Import
List – bring in any existing emails in CSV file format
Format
your contacts in Excel in 3 columns in this this order: Email
address, First name, Last name. Then save the file with a CSV
extension.)
If
you see an Upload
Failed message, your
list may have addresses that cause high bounce rates and spam
reports. See these <a
href="https://support.squarespace.com/hc/articles/360001280808#toc-mailing-
lists">best
practices</a>.
Rename
– give the list a new name, which you may do later in
segmenting
Export
List – send the list to your desktop, to an investor or
partner
Delete
List – hopefully you’ll never use this one:)
Now that the Mailing

List is setup, we can setup some emails to go out…

Marketing > Email Campaigns
Click Look at
Plans and select the $14/mo ($10/mo if prepaid) version. It
should give you enough firepower for a year. And if it’s not
enough in a few months, that’s a good thing and you can upgrade
then.
After signup, return

to the Email Campaigns page.
We are going to create two different email paths:
Your
regular newsletter (“Blast”)
Your
email conversion series (“Automation”)
First path—your model email newsletter (to

use and reuse)
Click Create,
then click Blast.
Select
one of the pre-built layouts, narrowing your choice quicker using the
category listings in the left column. Or at the bottom of that colum
is a Start Blank if
you prefer to create your email from a blank page. Once a selection
is made, click Use this Layout
Click in the upper

right on Style and play with the options for your background
color, email color, fonts, and links. If you choose a color you
don’t like, click the X on the button, and it reverts to last
used. (You’ll probably return to these settings, to tweak until
you’re happy. Or you’ll see a template you like better,
and can swap everything over to that one.)
Click on Email
Add the Subject

of your email
Add the Email

Preview Text – this is the line that shows in most email
clients, and is very important for catching your recipient’s
attention, even more important than the Subject Line in some views.
Add the To &

From Unique Recipients – click on the Mailing List Name
you want this message sent to.
Add the To &

From Sender Profile – to do this, you’ll first have
to create your Sender Profile, get an email
confirm
from Squarespace that it’s you and then see that they’ve
noted you in the system as an approved Sender. When done with that,
click Back
Now for the body of the email

Click
any section to see an Editing Menu.
In
any section when you see a +,
you
can click it to
add
a new section. Your drafts automatically save as you edit.
Begin at the Header:
You
can swap in an Image, your Logo, or Text
which
you can then size.
If
you also want a title in your header, edit the placeholder copy and
choose a color and font size. If you don’t want a title,
toggle it off. Then hit Back.
Now onto the body copy
Continue replacing
the placeholder images and text with your own. Again, you
click the + to
add a new section. The section
types are:
Text
– to talk in-depth about a subject in its own “area”
of the email.
Images
– for more than the two placeholder images, or if you want
images placed elsewhere in the email.
Button
– for a call to action that leads them to your own landing Page
or to another website you want them to visit.
Spacer
– to create a half inch or so between blocks of text and other
elements.
Line
– to create a small line between blocks
of text and other elements.
Blog
– to insert a page from your Blog; the right menu opens up to
help you fancy this section up the way you like it.
Product
– to insert a page from your Products; the right menu opens up
to help you fancy this section up the way you like it. (We
have not setup a Product page, but you certainly can later on when
you’re ready.)
And
to move a section, click-hold it until it pops out, then drag to
where you want.
Now onto the footer…
Click in the Footer

section and a menu will open to help you.
Click
Branding, add your logo or company name, and hit
Back
Click
Social Links, toggle them to Show
On
Squarespace branding, click to untoggled (unless you want their name
at the bottom of your email:)
Cick
Styles Layout and then Padding to play with the
look
and feel of your Footer.
And you’re ready to go with this first

email…
This first one will

be a test—to make sure you like how it all works.
So in the right
menu, in the Email tab, click on Schedule.
You’ll
see Send Immediately and if toggled on, the email will go out right
away. Toggle off and you can select a date and time on the calendar
fot it to go out. Then hit Back
Click Send Test

and in the pop-up, enter a test email(s) and click Send.
(You’ll skip this step when you fully trust!)
If happy with the

test, click Schedule Campaign and in the popup, Schedule.
The email will go out right away, or at the time you schedule it
for.
Reusing this template for future emails
When
you're ready to send another email, just do this:
Go
to Email Campaigns > Drafts
Click
the Draft Name you want to work on
Click
the 3-dots in upper right
Click
Edit and
follow through with the same editing steps
Be
sure to rename the new email when you’re done!
Now for the second path—the Automated Email

Series
You’ll use
this automation to schedule out a series of emails so you’re
not having to think about them. This first 5-email series, that
we’ll setup now, is aimed at your new Subscribers, and it will
go out in the days and weeks after they signup or buy.
The
goal is to thank people for signing up and to get to know them better
so you can discover together whether you should be doing business
together.
Okay, let’s do
this…
Go
to Email Campaigns
> Automations > Create
A Campaign > Welcome New Subscribers
You
now have an email template to work with, and you’ll be soon
editing it in the manner we did before. Only on this template, and
those to follow in the series, you’ll first set a delivery
date. For this first one, go to the right menu, click Email tab if
not clicked, click Automation,
click Timing,
click Immediately
if not clicked.
You’ll
then create the rest of the email series, and return to the Timing
tab and set the “days later” for the emails to go out
automatically as follows:
#1
> Click Immediately (as already done)
#2
> Click Custom > Adjust slider for 2 days later
#3
#4
#5
There
is a proven logic to this progression, but not cut in stone. You can
choose the progression you like, and you can add or subtract emails
from this series.
So
let’s setup the rest of the series
Go
to Email
Campaigns
> Automations
> Click
on Email
1
in Menu > Click on 3-dots
above the email preview > Click Reuse
Template > hover over template and click Preview
You now see your

first email. Click in upper right Edit and make the changes
needed for this second email in the series.
When done, hit Back

and see the email in your menu tray. You can click on it, see the
preview, click the 3-dots above the preview, click
Rename,
and give it a unique name, such as “Email Drip 2”
Repeat this step for

the third, fourth, and fifth emails and here is a summary of what
you’ll write in each email:
Email 1 –
Day 1
This is known as the Autoresponder—it

goes out immediately after a prospect signs up. Here you remind the
prospect about the offer they responded to. You talk about the
Problems
that your prospects face. And if you offered a “free gift”
in your original marketing, you attach it to this email.
Email 2 – Day 2
Within 24 hours and ideally at 7am your time,

you send out a second email. This one Agitates
the problems identified, making it clear how annoying or frustrating
the problems are and the financial and personal cost to them because
of it.
Email 3 – Day 2
Yes you’ll send two email the second day,

this one at 6pm your time, to capture your prospect before signing
off for the day. This second email signals that you mean business.
And in it you present your Solution
to the problems you’ve been identifying and agitating on, and
you make an offer to buy now.
Email 4 – Day 4
Now you take a day off and give your prospects

time to think, and also to not worry that you’ll be bludgeoning
them with emails. Here you tell them about a special offer—either
an Early-Bird Discount
or an Exclusive Today-Only Bonus
for ordering. Yes, these are old-fashioned marketing tricks. But
yes, they still work.
Email 5 – Day 6
Now you tell a Story

about a client of yours who faced a terrible problem and how you
solved it, and all the benefits they are receiving as a result,
making their life wonderful. You also answer some reader mail,
giving the questions you’ve been asked and your replies. This
is a form of FAQ
where you answer the biggest objections that a potential client might
have. And you ask for the order, explaining that you have extended
the special offer through today only.
Ongoing Emails
At this point, the prospect will cease
receiving conversion emails and you will manually movethem into your
Subscriber Mailing List where they will continue to receive, like
everyone else, one a week (such as “easy Tuesday”).
These email newsletters should all follow the

same format: You will identify a very interesting problem facing your
community, and talk about the different ways of solving it, including
your solution in the mix usually but not always.
Doing this gives your audience an entertaining

moment with you, an educational moment, and a reminder that you are
an individual of character, to be respected, perhaps to do business
with in the future.
Some optional conversion series
In addition to the
above conversion series, there are other email ideas you could swap
in, use instead, or defer to—your choice. Some of these may
feel more appropriate to your business. If they do, just flesh them
out using the basic guidelines we laid out for the emails in Series
#1.
Email Conversion Series #2

A
model for an upbeat approach to selling your consulting. It’s
usually less effective than Series #1, but the positivity of it
resonates better with some.
Feature
a link to download the lead magnet.
Send
a business tip—short, powerful and relevant, as a bonus.
Send
another business tip—short, powerful and relevant, as a bonus.
Send
a 3rd
business tip—short, powerful and relevant, as a bonus.
Send
a 4th
Send
a 5th
Send
a 6th
Send
a 7th
Ask
for a one-on-one phone call to discuss working together.

A
model for higher-ticket item, like your professional services.
Feature
a link to download the lead magnet.
Remind
the person if they didn’t click the download link.
Offer
a companion worksheet.
Share
a recent blog post.
Offer
a complimentary webinar.
Ask
if the person would like to speak with a sales rep.
Ask
for a one-on-one phone call to discuss working together.

A
model for appeals to people to join a shared community.
Invite
to take a survey that’s crucial to our shared community.
Share
the responses (of those who responded) focusing on your solutions.
Show
how your solutions are changing lives in your community.
Offer
an opportunity to take a leadership role in your community.
Be
clear the leadership roles are almost gone, time to take one is now.
On writing great emails
We’ve outlined
the email series you’re creating, so you can pick and choose
exactly what you think will work best for you—and then over
time test, test, test.
And in preparing
these emails, keep best practice writing in mind:
Every email should

appeal to one of the top five human drivers, meaning these are the
five emotions that move us to take an action fastest. These are all
proven and documented. Marketers have been using them with continued
success since the Phoenicians gave us modern writing 11,000 years
ago. No sense arguing with them, or fighting them. Just use them.
They are, in order of their effectiveness:
Fear
Greed
Approval
of others
Exclusivity
Guilt
Keep one of these

drivers in mind when you begin completing the emails—it’s
okay to use two drivers, but hard to do well unless you’re a
senior copywriter. So stick with one for now.
You begin with a great Subject Line
47% of email
recipients open an email based on the subject line alone, according
to some studies. We’re not certain about that number, because
a lot of people look at the body of the email as it opens in their
viewer. But the Subject is important.
The best subject

lines leverage well-known psychological principles:
Stoke
FOMO (Fear of Missing Out)
Add
an element of scarcity (“limited availability”) or
urgency (“offer expires today”) or imply time sensitivity
(using words like “urgent” and “important”
and “alert”).
Play
to Greed
Few
of us think of ourselves as greedy, but interestingly, we all respond
to greed-based appeals. All of us. It’s actually hard-wired
in, and hard to resist. Greed can be as simple as getting a great
deal, a discount or special offer. That’s why these are used
so often.
Rifle
Shot on a Pain Point
You
know the persona of a potential client, what drives them, what angers
and frustrates them. Speak directly to the solution you have to
solve their biggest pain points
Satisfy
a Need for Approval
Everyone
likes to be liked, admired, even adored by others. So promise
something that makes the reader look more likable, admirably,
adorable. Do it positively, or conversely suggest the shame and loss
from losing the approval of others.
Trigger
Curiosity
Use
what’s known as “cliffhanger” language that sets up
an idea but doesn’t complete it—and the reader is left
with gap in their knowledge, a desire for closure. Do this by asking
a question, promising something interesting, or simply saying
something that sounds strange or unusual.
Be
Funny 
If
you can make the recipient laugh, they are going to read the rest of
the email.s your subscribers laugh, then they’ll simply have to
open.
Get
Personal 
Adding
the recipient’s name to the Subject Line can increase open
rates by 10% as long as you do it right. Speak honestly to them,
likeyou do to friends. Use their name is a casual way that’s
friendly, non-threatening. Becareful doing this during an election
season because the candidates are ALL doing this, doing it poorly,
and ruining the tactic for legitimate interests.
Proven Keywords
in Subject Lines
There are countless
studies on the best keywords to use, and ther is some agreement among
the experts. The five most effective keywords probably are:
Upgrade
Just
Content
Go
Wonderful
So the subject line

“Just go upgrade to this wonderful content” would seem to
be a big winner, but of course it’s not that easy.
(Interestingly, if you Google that line in quotes you get zero
results on Google; go figure.)
Other popular
keywords to consider using in your email subject lines:
Congratulations
Free delivery
Free (if not
overused)
Update
Available
Jokes
Promotion
Order today
New
Alert
News
Breaking
Introducing
Celebrate
Your next order
Rest of your order
Latest
Special
Sale starts
Back in stock
Weekend
Revision
Forecast
Snapshot
Token
Voluntary
Monthly
Deduction
Thank you
Bulletin
Golden
iPhone
Now in
Putting specific
numbers into a plan, such as “4 days to success” or
“6-figure income” or “54 tips for…”
Using brackets, such

as “[1st Year CPAs]” or “[In Case You
Missed It]” or “[NAME’s Last Reminder]” and
then your headline message.
In the same vein,
using pipes (| | |) between ideas catches the eye, along the lines of
“Your 1st Headline 1 | Your 2nd Headline
| Your 3rd Headline | Your 4th Headline.
As you get into the body of your message, tone is

critical
Even after you’ve

decied on one of the five big emotional drivers (Fear, Greed,
Exclusivity, Approval, Guilt) you need to make sure the tone of the
message carries the emotional drivers along authentically and that
that tone works well for your audience. With the right tone, your
responsewill increase.
Medical
practitioners do best using “sadness and fear”
Legal
practitioners do best using “anger”
Finance/insurance
do best using “trust-related language”
Media/entertainment
do best using “joy-related language”
We could go on
and on with writing tips, but let’s not! Let’s get this
website wrapped up—we’re alemost there!
2.2.5 Setup Your Setup
Having fun here!

Because this is the least fun, the setting up all your website’s
global settings just right. But has to be done. So…
Go back to Main Menu

> Settings
You’ll find a
lot of datafields in the Settings section. You want to complete as
many as you like, but definitely complete these essentials:
Site Availability
– when you pay for Squarespace, you can then mark your site as
Public, Password Protected, or Private.
Language &
Region – This information is
probably correct as is; edit it if not.
Business Information –
Fill in your contact details,
location, and opening hours (if applicable). Click Save
Social Links – If
you didn’t setup these earlier, do so now. Ideally you setup
LinkedIn, Facebook, and Instagram. Also Twitter if you post there.
Connected
Accounts – You have setup your social links on your page—so
a click on them takes you to your social accounts. But now you want
to setup a connection between your website and those accounts, so
people in social media can connect from there to your website. Just
follow the prompts to make this happen.
Domains – You
have some options:
Use
your existing domain name or purchase a new one and transfer it to
your Squarespace site. Go to Settings > Domains > Use a
Domain I Own, and Squarespace will walk you through the steps to
adding this.
Get
a domain name through Squarespace. This will cost $20/year (more
expensive than buying elsewhere, but more convenient). Go to Settings
> Domains > Get a domain to find an available one.
Buy
an annual Squarespace plan and get a domain free for the first year.
To do this, sign up to a paid plan, then go to Settings >
Domains > Get a domain.
While your domain is

resolving (it can take a couple days) you will see a gray bar with
your domain name and a label “Connection in progress.”
You can click on it now, then click on Add Email, and add
Professional Email with GSuite.
***Professional Email with GSuite
This
is a paid extra, $6 a month, but it syncs up nicely and
super-conveniently with the Act On
It! GSuite, so you should
consider it…
Send
emails from your domain and get access to productivity tools, such as
cloud storage, calendar, video conference, and more. Access it
anywhere from your phone, tablet, or computer.
What’s
included…
Your
emails will come from your domain—not from Gmail, so they look
professional
Your
Subscription Also Includes
Professional,
branded email
Cloud
storage, calendar, documents, and more
Free
24/7 support
2.2.6 Now Onto Your Blogging

<a name="_3tbugp1"></a>
If you’re handy at the keyboard or with a pen, you know the
value and rewards of blogging. If not, you might think it’s a
lot of people writing a lot of words nobody is reading. And you’d
be right. In part.
Most blog writing

is, we hope, bringing a lot of satisfaction to the authors because
that’s their only return. Most blogs don’t move amount
to much commercially. But…
And it’s a big

but…
The primary reason

for blogging is to establish yourself as the authority in your
microniche. You have seen the value of owning the keywords in your
microniche. You want to be writing regularly now, posting it to your
blog, and sending out those keywords so Google indexes you as a
microniche authority.
That’s when
people searching for solutions in your specific microniche will find
you, and reach out to you. And that’s when business takes off…
The stats prove it:
Companies
that have blogs have 55% more website visitors
Companies
that blog get 67% more leads than those who don’t
7
in 10 decision makers say blogs affect their purchasing decisions
9
in 10 bloggers who post often acquire new clients from their blog
So commit to a
writing schedule that works for you. You can start with a light
schedule and ramp up over time. Consider this schedule:
Month 1 – Every third day, same time
Month 2 – Every other day, same time
Month 3 – Every day, same time
We’ll talk in
greater detail about the mechanics of a great blog in <Step XX>.
Buy now let’s

just setup your blog.
If you used
Squarespace's Clove template, it came with a blog built-in.
If you used another

template that didn't include a blog, you need to add one now. To do
that: Main Menu > Pages > + > Page Layouts > Blog.
Now we'll get that

blog page setup.

Pages > Blog
It comes with some

model blogpages loaded in. Click on the first blogpage in the left
menu tray, then click the 3-dot icon, then click
Settings.
In
the Content tab:
Check
the status of the blog at each stage
Set
a publication date/time.
In
the Options tab:
Click
Remove Image and replace it with your own
Give
your blogpost a URL of your choosing, or let Squarespace generate one
(theirs will be SEO-optimized and you should go with it until you are
proficient in SEO)
If
you want your blogpost to include a link back to your site, first
untoggle Link Post Title to Source URL and then go up a line
to enter your Website URL (or site of your choosing)
Enter
an Excerpt -- this is teaser to generate interest in your post
In
the SEO tab:
If
you are good already with SEO, complete this page. It will be
auto-completed otherwise.
In
the Social Image tab:
You
an ignore this for now.
On
the Share tab:
You
can share this blogpost two additional ways:
Email
-- click Create Email Draft and follow the prompts; you'll be
able to send it to your Subscribers
Social
accounts -- send to all your linked social accounts by clicking
Disabled and then toggling them to enable them.
On
the Location tab:
Enter
your business info
And
in the upper left of the popup, click Save.
Now your first

blogpost is setup and you see the placeholder template in the preview
window. Click up top on Edit. And edit this blogpost in the
same way you've edited other pages.
Near the bottom,

before you add a footer to your blog, you'll see a link to your next
blogpost—to entice people to keep reading. But you don't have
your next post yet! So do this:
Finish up your
blogpost by adding the footer, then click Save and return to
the menu tray. Click the 3-dot icon on the post, click
Duplicate, and your second blogpost is ready to go, sitting in
your menu tray labeled Draft, with all your settings in place.
You'll want to adjust a couple of the settings on each new blogpost,
but not the major ones—they're now locked in.
Now on your first

blogpost, click the 3-dot icon again, and schedule it to go
out!
Later, when you feel

comfortable with your blogging capabilities, return to this blog
page, see the Settings Wheel Icon up top, and complete the
fields that you haven't attended to yet. And yes, we'll remind you!
More info from

<a href="https://support.squarespace.com/hc/en-us/articles/206543727-Blogging-with-
Squarespace">Squarespace
on blogging</a>.
2.2.7
Lastly, Preview Your Website
While in
Squarespace’s 14 day trial period, your site will be not be
public. But you want people to look at it, give you feedback, test
it. Make this happen by setting up a sitewide password. Anyone with
this password can access your latest version.
On the home menu, go

to Settings > Site Availability. Change the default setting
from ‘Public’ to ‘Password Protected’, and
enter a password. Be sure to switch it back to public once you
sign-up!
Now take a big

breather, because you’re done with this big setup—and
this is the biggest setup you will have to do!
Yes, you are done.
But that doesn’t mean you can’t start improving things,
and you should start right away to test…everything.
Edits based on first rounds of feedback
Everything you’ve
created so far is easily edited. And you want to begin getting
feedback, first from friends and associates. Be cautious in making
any changes based on gut hunches or your friends’
well-meaning feedback.
Most people (a)

don’t understand marketing but think they do so they offer
faulty advice, or (b) they find the process of marketing rather
distasteful and will always advise making it less…effective.
You’re not
running a charity. You’re doing what works, what turns a
disinterested stranger on the street into a satisfied customer. So
the better approach is to let the market tell you what works through
some proven testing techniques…
<a name="_28h4qwu"></a>
Edits based on the 5-Second Test
This is a test
originated by famed venture capitalist Vinod Khosla, and you use it
to see the first impressions your Landing Page (and website, too)
actually make.
You simply put your

Landing Page on a laptop, or print it out, show it to someone and
then yank it away without warning in five seconds. Then ask what they
saw, what they remembered.
You may be shocked

by what you learn…and yet 80% of your visitors will make a
decision on whether to stay or go in those five seconds. Some say
the window has shrunk down to three, or even two seconds.
You can also do this

for free using a tool at <a href="http://fivesecondtest.com/">UsabilityHub</a>
Edits based on feedback from a potential client
This is a
notoriously unreliable test, but if done right, you will learn enough
to justify the time spent. The idea is to find someone in your
microniche, and ask them or Venmo them $10 for their time to “review”
your marketing.
The review process,

done on a phone or video call that you can record:
Tell
them the keywords you’ve used to get listed on Google, and ask
them to go find your Google listing and follow the path laid out
before them.
Ask
them to narrate their impressions of the process as they go.
Ask
them questions along the way, to discover if they are seeing and
doing what you expect them to. Don’t ask leading questions,
ask following questions.
After the call and a

thank you, go ahead and make any tweaks that are now apparent from
the call.
Your tester hasn’t
seen all your follow-up emails yet, of course. So if they are open
to the idea, check back with them in a couple weeks for their final
assessment of the email conversion series.
You can also hire

the good folks at <a href="https://www.usertesting.com/">UserTesting</a>
or <a href="https://usabilityhub.com/pricing">UsabilityHub</a>
– you have to jump through some hoops on their websites, but
basically you can get a video narration of a stranger looking over
your site for $49 and $50 a pop, respectively.
<a name="_nmf14n"></a>
2.3 HANDLE THE LEGAL STUFF
<a name="_37m2jsg"></a>2.3.1 Name Your Company
You
already named your company in setting up the website, or at least you
entered a placeholder name to get going, but now we make it official.
If
you have a name in mind such as Your
Name LLC, then you’re set.
As
we’ve said, finding just the right business name is critical.
All the best names have been taken, the web domain is not available,
or they are trademarked. But with clever thinking, you can get a
great name that's perfect for you.
To
help, begin with a free business name generator. The sponsors of
these would like you to use their services, and you should keep them
in mind down the road.
Your
company name and your domain name do not have to be the same, but
ideally they should be.
<a href="https://www.oberlo.com/tools/business-name-generator">Oberlo</a>
<a href="https://businessnamegenerator.com/">Business
Name Generator</a>
<a href="https://namelix.com/">Namelix</a>
<a name="_1mrcu09"></a>[*Add a bit on what you’re

aiming to accomplish with a good name]
<a name="_46r0co2"></a>Think About “Looking

Big City”
Good
chance you’re not big city any longer—that’s kinda
the point, right? And you don’t want to look big city with all
the glitter and flash, per se. But you also don’t want anyone
thinking you moved off the map, for there dragons lay. People like a
sincere smalltown smile, as long as there’s no sacrificing big
city quality. So send some basic signals:
Don’t
call yourself CEO or Founder unless your company is large and tech.
Call yourself a Director or something similar that says you’re
the one doing the work.
Put
multiple emails/contact info on your website if you have partners,
and even if you don’t.
Set
up an Interactive Voice Response remote receptionist (angel.com,
RingCentral)
Ideally
don’t use your home address if your office is located there.
And replace a post office box number with a suite number if you can.
<a name="_2lwamvv"></a>2.3.2
Register Your Domain
If
you haven’t yet registered your web domain name, you can do so
at dozens of great companies. Since they are all about the same, we
recommend you use the lowest priced well-known registers:
<a href="http://www.namecheap.com/">Namecheap
</a>
[sub
affil link]
<a href="http://www.godaddy.com/">GoDaddy</a>
[sub
affil link]
<a href="http://www.domain.com/">Domain</a>
[sub
affil link]
<a name="_111kx3o"></a>2.3.3 Decide Your

Corporate Structure
Note:
This is the information you need to form a business; this is not
legal advice.
You
have forms to file. There are several online sources for these forms
and of course lawyers have them at the ready. But the LegalZoom
company offers the easiest solution at a good price with a 100%
satisfaction guarantee. More than two million people have used them.
Here is what you do:
Read
this summary of the decisions you will make, then go to <a
href="https://www.legalzoom.com/sem/biz/business-
formation.html">LegalZoom</a>
[sub affil link] and follow the prompts.
Costs will run from $79 to $149 plus filing fees.
<a name="_3l18frh"></a>Why do it?
You
form a corporation in your state to attract investors, raise funds,
entice employees, protect against liability, and look official.
<a name="_206ipza"></a>What’s best for you?
You
have three basic options:
<a name="_4k668n3"></a>Limited Liability Company

(LLC)
This
is the most popular choice because it’s the easiest and most
flexible.
You
can be the sole officer and make all the legal decisions.
Your
personal assets are protected should your company ever be sued.
<a name="_2zbgiuw"></a>S Corporation
This
is the more popular of the “corporate structures”
because you and your fellow shareholders only pay taxes once on the
profits you receive.
There
is more record-keeping required of you.
You
enjoy full liability and asset protection.
You
can have up to 100 shareholders, they must be U.S. citizens or
residents, and you can issue common stock to them with voting
rights.
<a name="_1egqt2p"></a>C Corporation
This
is the structure favored when you aim to grow large, work with big
companies and attract investors.
Like
with the S Corp, there is more record-keeping required and you enjoy
full liability and asset protection.
Big
difference is: You will pay taxes twice—at the corporate
level, and then again as a shareholder on the income you receive.
You
can have unlimited number of shareholders and can issue preferred
stock to some, and not to others.
If
you want a sole-prietor…
<a name="_3ygebqi"></a>Doing Business As (DBA)
If
you intend to operate your business under a different name than its
official legal name, you have to file a “DBA.” This is a
second to take, once you have formed a company and are doing
business. Since you can legally name your business whatever you’d
like, there’s not many reasons to file a DBA until down the
road.
<a name="_2dlolyb"></a>To do now:
If
you feel ready to form your company, go to <a
href="https://www.legalzoom.com/sem/biz/business-
formation.html">LegalZoom</a>
[sub affil link]
Learn More:
If
you want to read further, open this Detail
on Forming Company [doc on our
system that opens up as PDF]
Detail on Forming
Company File
<a name="_sqyw64"></a>Detail on Forming Company
(Adapted
from LegalZoom)
<a name="_3cqmetx"></a>What is an LLC?

A
limited liability company, or LLC, is a business entity created under
state law that combines characteristics of both a corporation and a
partnership. Like a corporation, the owners of an LLC are generally
not personally liable for company debts. Like a sole proprietorship
or a partnership, an LLC has operating flexibility and is, by
default, a "pass through" entity for tax purposes. This
means that the LLC does not pay taxes on its profits, but instead,
profits and losses are "passed through" to the owners, who
must then pay tax on their share of LLC income.
Like
a corporation, an LLC is a separate and distinct legal entity. This
means that an LLC can get a tax identification number, open a bank
account and do business, all under its own name.
<a name="_1rvwp1q"></a>How Does an LLC Protect

You?
One
of the primary advantages of an LLC is that its owners,
called members, have "limited liability," meaning that,
under most circumstances, they are not personally liable for the
debts and liabilities of the LLC.
For
example, if an LLC is forced into bankruptcy, then the members will
not be usually be required to pay the LLC's debts with their own
money. If the assets of the LLC are not enough to the debts and
liabilities, the creditors generally cannot look to the owners for
payment. Their debt was with the LLC, not the people that owned the
LLC.
<a name="_4bvk7pj"></a>Benefits of an LLC:
Flexible, Scalable, and Simple
LLCs
aren't bound by the same rigid rules of corporations, but this
doesn't stop them from being just as useful. It doesn't matter if
you're a solo business or if you have hundreds of employees, an LLC
keeps protecting you while allowing for expansion and growth. With an
LLC, there's no requirement for special meetings, extensive corporate
records, or many other formalities. LLCs are even flexible when it
comes to taxes, offering lots of options so you can create a tax plan
that works for you.
<a name="_2r0uhxc"></a>Differences between LLC

and Corporation
Although
an S Corp shares many of the same tax characteristics as an LLC, an
LLC has more flexibility and fewer restrictions on ownership than
does an S Corp. An S Corp must not have more than 100 shareholders,
all of whom must be U.S. citizens or legal residents. An S Corp is
also subject to more formalities, such as holding annual meetings and
keeping corporate minutes. On the other hand, LLCs generally are not
required to hold formal meetings, but an LLC owner may be subject to
higher self-employment taxes than a comparable S Corp owner. That is
because an S Corp owner is required to pay self-employment tax only
on salary, but not on dividends from the corporation.
<a name="_1664s55"></a>Advantages of an LLC

over a corporation
Fewer
corporate formalities
Corporations
must hold regular meetings of the board of directors and
shareholders, keep written corporate minutes and file annual reports
with the state. On the other hand, the members and managers of an LLC
need not hold regular meetings, which reduces complications and
paperwork.
No
ownership restrictions
S
Corps cannot have more than 100 shareholders, and each shareholder
must be a U.S. resident or citizen. There are no such restrictions on
LLCs.
Ability
to use the cash method of accounting
Unlike
C Corps, which often must use the accrual method of accounting, most
limited liability companies can use the cash method of accounting.
This means income is not earned until it is received.
Ability
to place membership interests in a living trust
Members
of an LLC are free to place their membership interests in a living
trust. In the case of an S Corporation, placing shares in a trust can
raise issues with the S Corp status.
Ability
to deduct losses
Members
who are active participants in the LLC's business can deduct its
operating losses against the member's regular income to the extent
permitted by law. Shareholders of an S Corp are also able to deduct
operating losses, but shareholders of a C Corp are not.
Tax
flexibility
By
default, an LLC is treated as a "pass-through" entity for
tax purposes, much like a sole proprietorship or partnership. This
means that LLCs avoid double taxation. Furthermore, an LLC owner is
not required to pay unemployment insurance taxes on his or her own
salary. However, an LLC can also elect to be treated like a
corporation for tax purposes, whether as a C Corp or an S Corp.
<a name="_3q5sasy"></a>Disadvantages of an LLC

over a Corporation
Profits
are subject to Social Security and Medicare taxes
In
some cases, LLC owners may end up paying more taxes than owners of a
corporation. Salaries and profits of an LLC are subject to
self-employment taxes, currently equal to a combined 15.3%. With a
corporation, only salaries (and not profits) are subject to such
taxes.
Owners
must immediately recognize profits
A
C Corp does not have to immediately distribute profits to its
shareholders as a dividend. This means that shareholders in a C Corp
are not always taxed on the corporation's profits. Unless an LLC
elects to be taxed as a corporation, profits are automatically
included in a member's income.
Unfavorable
state tax rules and fees
In
some states, including California and New York, an LLC must pay
higher taxes and fees than would a corporation that generated the
same revenues.
<a name="_25b2l0r"></a>Differences between C Corp

and S Corp
The
IRS allows corporations to choose to be taxed as either a "C
Corp" or an "S Corp." Income from C Corp are subject
to double taxation; that is, the corporation pays taxes on its net
income and then the shareholders also pay taxes on the income that
they receive from the corporation. S Corp have only one level of
taxation. The shareholders still have to pay taxes on money that they
receive from the corporation, but an S Corp does not pay taxes on its
net income. While the S Corp is popular among small business owners,
C Corp have greater tax planning flexibility and can shield
shareholders from direct tax liability.
A
corporation has a choice of how it wants to be taxed. It can make the
election at the beginning of its existence or at the beginning of a
new tax year. The choices:
S
Corporation
Formerly
called a "Sub section S corporation," an S Corp pays no
income tax and may only be used for small businesses. All of the
income or losses of the corporation for the year are passed through
to the shareholders, who report them on their individual returns. At
the end of each year, the corporation files an information return,
listing all of its income, expenses, depreciation, etc., and sends
each shareholder a notice of his or her share as determined by
percentage of stock ownership.
Advantages
Using
this method avoids double taxation and allows the pass-through of
losses and depreciation. For tax purposes, the business is treated as
a partnership. Since tax losses are common during the initial years
due to start-up costs, many businesses elect S status and switch over
to C status in later years. Be aware that once a corporation
terminates its S status, there is a waiting period before it can
switch back. Typically, S Corps do not have to pay state corporate
income tax.
Disadvantages
If
stockholders are in high income brackets, their share of the profits
will be taxed at those rates. Shareholders who do not materially
participate in the business cannot deduct losses. Some fringe
benefits, such as health and life insurance, may not be tax
deductible.
Requirements
To
qualify for S Corp status, the corporation must:
Be
a domestic corporation
Have
no more than one hundred shareholders
None
of whom are nonresident aliens or corporations
All
of whom consent to the election (shares owned by a husband and wife
jointly are considered owned by one shareholder)
Have
only one class of stock
Not
be a member of an affiliated group (only individuals, estates, and
certain exempt organizations and trusts qualify)
File
IRS Form 2553 no more than two months and 15 days after the start of
the tax year for which it is to be effective, and be approved by the
IRS
C
Corporation
A
C Corp pays taxes on its net earnings at corporate rates. Salaries of
officers, directors, and employees are taxable to them and deductible
to the corporation. However, money paid out in dividends is taxed
twice. It is taxed at the corporation's rate as part of its profit,
and then at the individual stockholders' rates as income, when
distributed by the corporation to them.
Advantages
If
taxpayers are in a higher tax bracket than the corporation and the
money will be left in the company for expansion, taxes are saved.
Fringe benefits, such as health, accident, and life insurance, are
deductible expenses.
Disadvantages
Double
taxation of dividends by the federal government can be a big
disadvantage. Also, most states have an income tax that only applies
to C corporations and applies to all income over a certain amount.
As
a separate legal entity, a corporation must submit a tax return each
year with the IRS. For C Corps with a fiscal year ending December 31,
tax returns are due on April 15. For S Corps with a fiscal year
ending December 31, tax returns are due on March 15. A corporation
must file a tax return even if it does not have income or no tax is
due.
Some
states, including California, also have a state corporate income tax.
Corporations with employees are required to pay federal (and
sometimes state) payroll and unemployment taxes.
NOTE: Neither
of these taxes applies to money taken out as salaries. Many small
business owners take all profits out as salaries to avoid double
taxation and state income tax. However, there are rules requiring
that salaries be reasonable. If a stockholder's salary is deemed to
be too high relative to his or her job, the salary may be considered
to be partially a dividend and subject to double taxation.
Requirements
None.
<a name="_kgcv8k"></a>2.3.4 Get Your Employer

Identification Number (EIN)
You
will need this for taxes and licensing, applying for loans, and other
purposes. It’s free from the IRS (or you can pay for it at
<a href="https://www.legalzoom.com/business/business-operations/ein-federal-tax-
identification-overview.html">LegalZoom</a>).
Here’s
what you do:
<a name="_34g0dwd"></a>Apply Online at <a

href="https://www.irs.gov/businesses/small-businesses-self-employed/apply-for-an-
employer-identification-number-ein-online">IRS</a>
Step
1: Determine Your Eligibility
Your
business must be located in the United States or U.S. Territories.
You
must have a taxpayer ID, such as Social Security number
You
must be the owner of the business
Step
2: Understand the Online Application
You
must complete this application in one session
Your
session will expire after 15 minutes of inactivity
Step
3: Submit Your Application
After
all validations are done, you will get your EIN immediately
You
can then download, save, and print your EIN confirmation notice
<a name="_1jlao46"></a>2.3.5 Obtain Any Required

Licenses
You
will probably not need any additional state or local business
license, unless you intend to sell products from a storefront in your
city.
Lawyers
will insist that your home-based business and your selling of
professional services could require the same licenses, permits, and
zoning approvals as brick-and-mortar storefronts. They insist,
because they want to sell you their services.
Here’s
what to do:
<a name="_43ky6rz"></a>Talk with CPA
Have
a conversation with a CPA or Accountant before you begin. Tell them
your business plans, and ask for advice.
<a name="_2iq8gzs"></a>See your State

Requirements
See
this state by state list of requirements provided by <a
href="https://www.nav.com/product">Nav.com</a>
(a business financing marketplace you might use someday). Follow the
advice for the state you have incorporated or formed your LLC in.
<a name="_xvir7l"></a>For further information
Your
local City Clerk 
Has
a full list of licenses to be sure you cover all bases.
<a
href="http://cityapplications.com/">CityApplications.com</a>
Has
contact info at the city-level for licenses and permitting
information.
Your
Secretary of State
The
website will detail which state business licenses you might need.
<a name="_3hv69ve"></a>For background research

To be aware of
licenses and registrations you might need:
Information on
Businesses Licenses & Registrations File
<a name="_1x0gk37"></a>2.3.6 Apply For Trademark
A trademark is a
design, symbol, word, sound or phrase that distinguishes one
company’s offerings from another. Business names, logos,
slogans, jingles and product labels can all be protected by trademark
law. Here are the different marks:
The
® symbol means ‘registered’ and can only be used if
filed with the United States Patent & Trademark Office (USPTO)
The
™ and SM
symbols are for trademark and servicemark, respectively, and are
used to protect unregistered marks, meaning you don’t have to
register to use them. They give notice of ownership of rights but
offer no real legal protection, other than as a deterrent.
Side
Note: The © symbol can be, and should be, used whenever you
publish to automatically protect your work product. Use: ©
YourCompanyName 2020
For
your purposes, you can probably just put ™ or SM
after your trade names and skip to the next step.
But if you have a

unique physical product you need to protect from competitors or
potential knockoffs, or you have a great business name, slogan or
logo that could become a major brand, then registering your trademark
with USPTO is important.
Registration costs
between $275 and $325 and requires information on categories of goods
and services the mark will be used for, date of the mark’s
first use in commerce, and any design specifications you’re
seeking.
<a name="_4h042r0"></a>Easiest way is to use

<a href="https://www.legalzoom.com/business/intellectual-property/trademark-
registration-overview-id.html">LegalZoom</a>
But it's not

inexpensive--from $399 to $599 plus federal filing fees.
You
tell them about your mark.
They
research your mark and report back.
When
you give us the green light, they file with USPTO
You
get a decision in typically 3-6 months.
<a name="_2w5ecyt"></a>Cheapest way is DIY –

here’s how:
Go to the <a href="http://www.uspto.gov/">U.S.
Patent and Trademark Office</a> (USPTO)
Make sure someone

else hasn't already registered your mark, check the <a
href="http://tmsearch.uspto.gov/bin/gate.exe?
f=tess&state=4808:ir8p2z.1.1">Trademark
Electronic Search System</a>
Go
to center of page, see "Select
A Search Option"
box
Click
the first link, "Basic
Word Mark Search (New User)"
See
the instructions and the field marked "Search
Term:"
Enter
the name you want to trademark, and click "Submit
Query"
Don't
add a domain (i.e., .com, .org, .net) to your trademark search
because someone else could get around you by adding another
extension
You
can refine your trademark search terms, as you will see, and you
should try different combinations of the search query (though
"Search Term:" is going to work for you in most cases).
USPTO will return a

list of trademarked names you cannot use. Or it will return a
message: No TESS records were found to match the criteria of your
query.
If no TESS records
were found, you can apply yourself at <a href="https://www.uspto.gov/trademarks-
application-process/filing-online">USPTO
Apply Online</a>.
(It’s a lot of work when a simple ™ or SM
will do in most cases—but up to you!
<a name="_1baon6m"></a>2.3.7 Set up Your

Business Bank Account
A business bank account is the professional way

to run your small business. It makes it easier to track your income
and expenses, it’s hugely important at tax time, it lets you
plan your budget, deposit payments, receive payments, manage payroll
and generate financial reports for potential lenders or investors.
The most common accounts:
Checking
Savings
Credit card
Merchant services
Just starting out, you may only need a basic

checking account. And with so many platform services now bundling
credit card and merchant services, you might never nee those. Let’s
push on and see…
<a name="_3vac5uf"></a>Select a Bank
Don’t automatically open a business

account where you do your personal banking.
Choose a bank that best serves your small

business needs.
In choosing the right bank, you are judging it

by six criteria:
Monthly fees waived if a minimum balance is

maintained
Interest rates for checking and savings

accounts
Interest rates for business lines of credit
Transaction fees
Early termination fees
Online banking capabilities

And
you are judging by a seventh, as well. And that is, do you like
people who run the bank? Are they people you can get along with,
visit and learn from? People who will remember you and be there for
you after the initial make-nice account opening session is over. A
local bank can often help you more, as long as it’s a local
bank that is secure and demonstrably so.
If you are
comfortable using an Online Bank, and millions of us are,
then…
Skip
the fees. 
You
might have to keep a minimum balance, or link your accounts, but you
can usually avoid fees with the right bank.
Read
the fine print. 
Some
banks will hide their fees and their rules—you do have to look
closely!
Earn
interest. 
Online
banks can pay higher rates—the top ones are currently paying
close to 1.00% APY compared to a national average of 0.05% (as of
September 14, 2020)
Check
out the website and app. 
Since
your interactions will be within the bank’s website and mobile
app, be sure it is easy to use and smoothly executes on its
functions.
Make
sure you’re protected. 
The
bank must be FDIC insured guaranteeing up to $250,000 in your account
in the event of a failure.
Ultimately,
the best bank for your business will be the one that meets your
needs. To help you choose between a big brick-and-mortar bank and an
online startup, ask yourself:
Do
you expect to need financing in the future?
How
much cash will move in and out of your account monthly?
Do
you prefer to bank in person, or do you like mobile and online?
Are
you okay with monthly fees for value-added services?
Do
you prefer using only one bank, or are you okay with different banks
for different products?
Here
is a broad-brush look at the most popular banks, and what they’re
best at:
<a href="https://www.capitalone.com/small-business-bank/">Capital
One</a>:
Best for high volume deposits and monthly transactions
<a href="https://www.chase.com/business/checking">Chase</a>:
Best for small business credit cards
<a href="http://www.chime.com/">Chime</a>—Best
for no fees, high interest paying, modern thinking
<a href="https://www.axosbank.com/Business">Axos
Bank</a>:
Best for interest-yielding checking and savings accounts
<a href="https://www.nbkc.com/business-checking-account">NBKC</a>:
Best for easily accessible, low-fee checking and savings accounts
<a name="_2afmg28"></a>Assemble the necessary

paperwork
You will need, at the minimum:
An Employer ID Number (you already got from

the IRS)
Social security number (if you’re

electing to do business as a sole proprietor)
Articles of incorporation (if you are smartly

setup in an LLC)
Copy of your State’s business name

filing (paperwork they stamped)
<a name="_pkwqa1"></a>Contact the bank of your

choice
You can often open a business bank account

online, but it still better (even during the pandemic) to open the
account in person, and establish a relationship with your local
branch manager.
<a name="_39kk8xu"></a>Set up a Merchant Services

account
You may pass on this step.
If you intend to sell products, you will want a

merchant services account so your company can accept credit card
payments. In setting up the account, you will want to discuss:
Minimum monthly fees
Transaction fees
Discount rates: percentage charged per

transaction processed
Address verification service (AVS) fees: help

verify a credit card to prevent fraud
Low ACH daily batch fees: fees to settle
credit card transactions daily
But this is probably more than you need. If

you are selling online you can setup an account directly with PayPal,
Square, Shopify or other top-flight groups—and never worry
about the muss and fuss of a merchant account. It’s the far
superior way for a small business to go.
And we’ll get your options later…
Learn More:
<a href="https://www.fundera.com/blog/best-bank-for-small-business">The
7 Best Banks for Small Business in 2020</a>
<a href="https://www.forbes.com/advisor/banking/best-online-banks/">Best
Online Banks Of 2020–And How To Choose One</a>
<a name="_1opuj5n"></a>2.3.8 Hustle Up Advisors
<a name="_48pi1tg"></a>
Hustle Up Advisors
<a name="_2nusc19"></a>
Find 3-4 people who
will watch over you, advise and mentor you.
<a name="_1302m92"></a>
Assemble
a “Board of Advisors” made up of industry experts and
community leaders. These are not officers or shareholders, but
outside advisors. They will bring an outside perspective, valuable
when you are very busy and need another set of eyes on your business.
You can run your company just fine without these advisors, but you
will run much better with them.
Actively
court the most impressive Advisors you can get to.
Win
them over to the idea of helping you and meeting once a quarter, as
well taking an occasional “help” phone call.
Talk
through the company with them, review progress reports that you
prepare.
Unlike a board of
directors (more formal, has legal obligations, and expenses) your
advisors are an informal and inexpensive way to add value to your
business:
<a name="_3mzq4wv"></a>Offer an outside

perspective
Advisors can look at
your business performance, market trends, and long-term strategy in
an unbiased way. They can help to identify blindspots and problem
areas to address.
<a name="_2250f4o"></a>Expand your network

Advisors can expand
your presence into new markets, utilizing their connections to help
connect with vendors and other industry experts, establish strategic
partners, and even secure funding.
<a name="_haapch"></a>Supplementing your

leadership
Advisors help you
and your team as it grows to become more effective leaders and
managers by bringing to bear the experiences they have.
<a name="_319y80a"></a>Increasing your

credibility to the public
Advisors helps build
trust with potential customers, vendors and investors.
Plus…
<a name="_1gf8i83"></a>Our SLBC Clubhouse
We
have handful of seasoned entrepreneurs who will advise members when
the fit is good, and you can count on that. But seek out your own,
as well.
<a name="_40ew0vw"></a>Learn More:
<a href="https://www.entrepreneur.com/article/352069">4
Reasons You Should Have a Board of Advisors</a>
2.4 IF YOU’RE TAKING YOUR OWN PATH
<a name="_2fk6b3p"></a>
If You’re
Taking Your Own Path
<a name="_upglbi"></a>
Some
of us are moving away from the big city to work remote, but we are
either remaining with our current employer or pursuing work that
doesn’t fit right into the Act
On It! model. The model still
practically automates our every Step, but ther are special things to
attend to, as well. We cover them in this ACTION STEP 3.
<a name="_3ep43zb"></a>
<a name="_1tuee74"></a>2.4.1 (If) Taking Your

Current Job With You
Moving
to full-time remote working is actually not much different for those
of us staying with their current employers and those of us seeking
new ones. Either way, the core principal guiding every step is
straightforward and obvious: It has to work for all interested
parties.
<a name="_4du1wux"></a>Working from home: Nailing

the “ask”
The
first step would seem to be—meet with the boss to hammer out an
arrangement that works for everyone. But even before that, take six
steps to prepare yourself for the very best outcome:
Frame
this in your mind as a conversation about career-
development,
and not as a negotiation about to happen (though it is both).
Arm
yourself with research
about remote work productivity (plenty more below in Learn
More)
Check
out any company
policies on
remoting, as well as what they’ve been doing for others in the
company, if possible. Fold these into your research.
It’s
not an accommodation you seek; you’re coming
in with a plan
to make you even better at delivering your job, to make you even
more productive working from home. Be sure you go in thinking of it
in this way.
Offer
a better way to measure
your productivity
while remote, if your company’s current measuring sticks
aren’t adequate.
Not
currently using Key Performance Indicators (KPIs)? They should be
and you can help them setup KPIs (see Tutorial in Learn
More)
Using
KPIs now? Excellent, then extend them to your new workspace and
adjust them only if necessary (such as a KPI about delivering
outcomes from team meetings onsite)
To
seal the deal, talk about how
amazing you’ve been
during Covid—the quality of your work, your outsized
performance versus peers, any wins you’ve scored for the
company, that kind of thing.
With
your request to go remote approved, be sure your actual Remote
Working Agreement has six paragraphs in it…
<a name="_2szc72q"></a>Writing-up a first class

Remote Working Agreement
Type
of arrangement—from
part- to full-time, temporary to permanent.
Working
environment—minimum-sized
dedicated work area, tools to be provided by company and by
employee, home office safety checklist, ergonomics checklist, any
special training to be required.
Emergency
management—assurances
that if anything goes wrong at the house, there’s emergency
planning, safety devices; you want to allay any potential liability
concerns.
Roles
and responsibilities—formal
declarations on what the company expects from you and you from the
company.
Compensation
package—any
adjustments in salary, additional reimbursements, time keeping,
performance markers, milestones or other formal expectations.
Insurance—how
the company’s policy extends to the home office, and how your
home office coverage protects the company.
That
completes it—you’re now ready to negotiate the best
remote working arrangement with your current employer.
But
if your job has been thrown in jeopardy because of Covid or other
reasons, you are actively looking for work. That’s the next
step, 2.5
<a name="_184mhaj"></a>Learn More:
<a href="https://www.wsj.com/articles/does-a-raise-or-remote-work-sound-better-
11595581201">Does
a Raise or Remote Work Sound Better?</a>
<a href="https://us.anteagroup.com/en-us/blog/long-term-working-home-managing-risk-
limiting-liability">Long-Term
Working from Home: Managing Risk, Limiting Liability</a>
<a href="https://www.clearpointstrategy.com/how-to-set-kpi-targets/">How
To Set KPI Targets: 9 Steps To Drive Results</a>
<a name="_3s49zyc"></a>√ 2.4.2

(If) Looking For Work Beyond Expertising You
<a name="_279ka65"></a>
If You Are Looking

For Work Beyond Act On It!
<a name="_meukdy"></a>
The
Act On It! work solution
is not for everybody, even though the Projects > Steps > Bits
work for any entrepreneur. You might want different kind of job or a
part-time side-hustle, and help in securing them. This section is
for you.
<a name="_36ei31r"></a>
As
many as 40 million Americans lost their jobs in 2020, tightening the
competition for the fewer number of good jobs remaining. At least it
appears that way. But in fact there are many thousands of decent
remote working jobs going unfilled. And one of them might work for
you. Here’s how to look:
<a name="_1ljsd9k"></a>Cast a wide net, then drag

it wider
This
seems obvious, right? But different people have different ideas of
what ‘wide’ means when looking for employment. Some
think that looking at 10 employers is a lot. When one of our Members
went looking for a Direct Marketing job recently, he found 97 jobs of
interest just on the LinkedIn job boards, and another 83 on Zip
Recruiter, and 27 on Indeed.
These
207 job listing were in addition to all the phone calls and emails
and snail mail letters he sent to people he’d been referred to.
This is a wide net, dragged wider.
<a name="_45jfvxd"></a>Recognize the value of

online hiring boards
We just talked about

a Member who applied to 207 jobs listed on online job boards, and
that’s part of the process. But the value of these boards is
not in making it easy for you to apply with as little as a single
click. The value is in telling you which jobs are out there, and
what the companies are looking for in a qualified candidate.
We’ve heard
rumors of people applying on the boards, and getting a callback and
even an interview, and no doubt some of them have been hired. But
rarely.
If you just apply,

there’s an algorithm running on the job board that
automatically kicks you out—unless you’ve got a Nobel or
an Oscar to your credit.
These boards are

designed as a step on. Companies want to see what else you’ve
got. How hungry you are. How motivated to break through all their
defenses to land a job. Because if you can break through, then
you’ve got the right stuff. You’ll be a great employee
for them. They’ll want you.
So treat the job

boards as the first step. After that, you have to begin barraging
the company, finding a way in, guessing at people’s emails
(tips in Learn More) and pestering everybody you can in the
organization to respond to you.
Do you think this
will turn them off?
Yeah, for some it

will. Them’s the breaks. But for most they will appreciate
your gung-ho spirit and arrange a way to get to know you better, even
interview you.
<a name="_2koq656"></a>Expand your skillset
It’s
useful to think about all the skills you have—even ones you
didn't use in your last position. In doing this, you’ll
naturally see that your skills and accomplishments could open up all
kinds of new job opportunities for you.
Then
“update” your resume to fit with these new jobs,
highlighting the specific skills and accomplishments that are going
to impress this new employer.
<a name="_zu0gcz"></a>Move quickly, honestly, and

proudly
First
do your homework when approaching a company, of course. Study the
company, what roles you qualify for, who is making the hiring
decision. Practice up on your interviewing skills—they may be
rusty. But keep in mind…
You
are interviewing potential employers and there are lots of job
openings you could be applying to fill—a lot of companies would
be fortunate to have you.
Even
with the coronavirus crimping economic activity, there are still many
well-paying jobs that you’re capable of excelling in. Hop on
them.
<a name="_3jtnz0s"></a>Position yourself as the
expert you are
When
you’ve been an employee at a larger organization, it’s
easy to come to view yourself as part of a bigger machine known for
its expertise rather than feeling you’re one of those experts
making it run. So in talking with a new employer, position yourself
not as a cog in a machine but as the solo expert you are.
And
in making claims of your expert standing, be sure to build-up the
credentials that back those claims. If this means…
Taking
some training
classes
Getting
another accreditation
Doing
interviews
with the media so you can show your authority position is sought
after
Even
firing up a blog
and yakking about your expertise (since everyone else seems to be
doing it, why not you?)
…then
do these things. Demonstrating your expertise in a “public”
way is the second most important thing you can do. The first is…
<a name="_1yyy98l"></a>Show them the real you,

the very personal you
When
you get the interview, don’t fall into the trap of trying to
tell the interviewer what she wants to hear. She will recognize that
for what it is, insincere flattery.
You
have a face-to-face with the company. That means they think you’re
at least qualified. Now they want to know the real you, and how
you’ll fit in the company. Time to get personal. It begins
simply with a smile that’s genuine, finding an effortless way
to comment about a hobby you're passionate about, a song you can't
get out of your head. Staying professional, but personal too.
Honestly
answering the stock questions like “What’s your biggest
weakness?” will go further than the stock humblebrags, like
"I’m a workaholic and never leave the office." That
just says immaturity, or narcissism, or both.
An
honest answer tells the interviewer you’re competent, but
humble and aware that you need to keep on growing your skills
throughout your life.
Don’t
talk coronavirus or politics, of course. There’s enough of
that going around, and it seldom ends well.
Tell
them instead why you feel, genuinely feel, you are landing your dream
job. It’s that kind of enthusiasm that every business in
America wants right now!
<a name="_4iylrwe"></a>Look at yourself through

the company’s eyes
When
they look at you, do they see something of themselves? That’s
what they want—even for more creative jobs where attitude is
expected.
This
is not about your genetic makeup or theirs. It’s about the gut
feel they have for you. They need to know you’ll be a good fit
for the company.
You
need to know it, too.
<a name="_2y3w247"></a>Look to the company’s

future, what do you see?
Companies
need a different type of workforce as they grow from launch mode to
maturity. Knowing where a company is seldom clear and far from exact
science. Trying to project out years, even months, in advance is
rather impossible.
But
you can try at it, try your best. And in trying you’ll make a
great impression and be better set to fit in nicely when hired.
Because you’re tracking on the company’s next moves. What
else could anyone ask for in a job applicant?
<a name="_1d96cc0"></a>Learn More:
<a href="https://ahrefs.com/blog/find-email-address/">7
Effective Ways To Find Anyone’s Email Address</a>
[in
pitch we promised the deliverables below but put as video links now
and later flesh out above in Detail under separate Steps, and/or
adjust the pitch]
This
“finding work” strategy will be personalized to your
specific requirements…
You’ll
be walked through each of the steps from how to apply, to how nail
the interview, to how to negotiate a salary that’s thousands of
dollars higher than posted…
You’ll
get dozens of hours of detailed videos, professional scripts to
follow, even a mock negotiation to get you comfortable with the
hardest parts of job hunting…
And
you’ll learn about the jobs now opening up that surprisingly
few know about…
<a name="_3x8tuzt"></a>In Crisis New Jobs Emerge
The
coronavirus has killed off more businesses than it has created—but
it has done both. There are new businesses sprouting up daily in
urgent need of staffing.
There
are new businesses sprouting up daily, doing great business solely
because of the coronavirus. These jobs aren’t for everybody.
There are risks to some of them. And they are mostly low- to
mid-level paying. But they are available and going unfilled.
On
the LinkedIn job boards, there is a recent post from a single company
for <a href="https://www.linkedin.com/jobs/amazon-work-at-home-jobs/">720
new remote jobs</a>. The company?
Amazon.
These jobs are good ones, well-paying ones, remote ones—from
senior program managers and busines managers to advertising policy
specialists and research scientists.
And that’s not

all Amazon has. In another <a href="https://www.wate.com/news/amazon-kicks-off-
career-fair-with-33000-work-from-home-jobs-up-for-grabs/">post</a>,
they’re looking to fill 33,000 works from home jobs.
Staples posted for
1,809 remote jobs.
Verizon posted for

1,000 remote jobs for people located in the state of Ohio.
On
the Indeed job site, you’ll find postings for <a href="https://www.indeed.com/q-
Remote-Me-jobs.html">2,300
remote working jobs</a> in every
industry and since they’re remote, available everywhere.
<a name="_2ce457m"></a>Best new opportunities

from Covid
Several
job categories are seeing more supply than demand, mostly because
they are new categories and people don’t know these jobs are
going unfilled:
Covid Care
Coordinators
Hospitals,
clinics and schools are hiring coordinators on a short-term or per
diem basis to help with reporting of fevers, symptoms and crucial
medical info. Some jobs involve contact with patients and
individuals, some jobs are done completely online. Pay can range
from $20/hr to $50/hr. Sample jobs at <a
href="https://www.ziprecruiter.com/candidate/search?
radius=5000&search=covid+care+coordinator&location=">ZipRecruiter</a>.
Covid Contract
Tracers
Thousands
are being hired and some 300,000 in all will be needed to track,
control and ultimately defeat the virus. This is not likely to be a
short term battle. The need is for people to work the phones and
pinpoint close associates of infected people who might have to
quarantine themselves. Some states are paying $20 an hour—not
high, but not too bad either. Sample jobs at <a
radius=5000&search=Covid+Contract+Tracers&location=Carlsbad
%2C+CA">ZipRecruiter</a>.
Health &
Safety Managers 
Companies
with employees who must show up, like manufacturing, are beefing up
on health and safety jobs. Sample jobs at <a
href="https://www.ziprecruiter.com/candidate/search?radius=5000&search=Health+
%26+Safety+Managers+&location=Carlsbad%2C+CA">ZipRecruiter</a>.
Medical Product
Sales
Big
companies need salespeople to meet the heightened needs of hospitals,
doctors offices and their other clients. Sample jobs at <a
radius=5000&search=Medical+Product+Sales&location=Carlsbad%2C+CA">ZipRecruiter</a>.
Loan Specialists
Lenders
are working around the clock to service the demand for all kinds of
loans, especially refinancings, in a time when interest rates are low
and people are forced to pull equity from their homes and other
assets to pay the bills. Sample jobs at <a
radius=5000&search=Loan+Specialists&location=Carlsbad%2C+CA">ZipRecruiter</a>.
Crisis Counselors
With
Covid we’ve seen a terrible death toll, and with it a terrible
mental health toll as people seek to cope with the losses,
uncertainties, and disruptions. There are positions at all levels of
therapy—from entry-level on up. Sample jobs at <a
radius=5000&search=Crisis+Counselors&location=Carlsbad%2C+CA">ZipRecruiter</a>.
Occupancy
Planners
Helping
companies sort out reopening strategies and social distancing plans.
People who once worked in the events and hospitality industry, which
has been decimated by the blanket cancellations of live events, are
uniquely qualified to step in as occupancy planners. Sample jobs at
<a href="https://www.ziprecruiter.com/candidate/search?
radius=5000&search=Occupancy+Planners&location=Carlsbad%2C+CA">ZipRecruiter</a>.
<a name="_rjefff"></a>Learn More:
<a href="https://www.linkedin.com/pulse/us-battles-pandemic-12-jobs-two-key-skills-
surging-george-anders/">Pandemic
Jobs And Skillsets Surging</a>
<a name="_3bj1y38"></a>√ 2.4.3

Turn a big office job into a remote job
<a name="_1qoc8b1"></a>
Turn a big office

job into a remote job
<a name="_4anzqyu"></a>
With
all the crises wracking America, there are new opportunities and ways
to convince companies to turn faraway office jobs into remote jobs
you can fill.
<a name="_2pta16n"></a>
With
all the crises wracking America, there are new opportunities opening
up to create your own path. For instance, you can convince a company
that’s got an HQ way across the country to turn the
office-based position they’ve been advertising into a remote
job. Lots of people are doing exactly this.
You
can set it up on a trial basis and plan to talk about it in a couple
months, to see if it’s working for the company and for you.
It’s
creating your own path. Our favorite way to go, because it’s
what our Members have done ourselves, what we’ve learned from,
made mistakes doing, and exceled at on a level we never could have in
the big city office.
Because
this path is one we took control of, took full control of, our
successes or failures are dependent on our own initiative and not on
the whims of others.
That’s
what we talk about next: the steps involved in taking control of your
own path.
<a name="_14ykbeg"></a>
ACT
ON IT! 3 – SET UP YOUR INTERNAL OPERATIONS
CAPSULE:
You may want to jump right away into <Marketing
> Profits> and
understandably! You can leap ahead here,
or first run quickly through Operations:
Here you’ll
make sure your work environment at home is just as productive as the
old office—and even then more so, in just a couple months.
Beginning with…
<a name="_3oy7u29"></a>3.1 OUTFIT A WORLD CLASS
OFFICE ON A BUDGET
Outfitting A World
Class Office On A Budget
Investing
in an effective working space can increase your productivity 64%
(says Dept. of Labor studies)
You
may be bringing some company equipment to your home to outfit your
office, or you’re beefing up what you already have.
Fortunately,
the basic tools of super-productivity can all be got for about
$1,000, assuming you've already got a laptop and a smartphone.
Here’s
the basics…
Computer
Setup
– you’ll want the best you can afford in a laptop with
an external monitor, keyboard, mouse, and speakers that are a joy to
listen to…
Printer
– a lot of people are leaving it behind, but not wisely.
Using a printer to read over drafts of documents you’re
creating, editing longhand, increases the quality of your work (and
we’ll show you why)
Desk
–as close to a city office desk as possible, given budget and
space concerns. It’s all about creating a mood, a mood for
producing…
Chair
– you’ll want a good chair with options, like medicine
balls and other approaches, since the best chair is the one you get
up from fairly often…
There’s
also a lot of fun stuff that can make an office great—from
the right lighting package, to an adjustable foot rest, to noise
reduction headphones.
For our best picks

of the entire line of cool office equipment at affordable prices, see
this file:
***Coolest Home Office

Productivity Tools
And speaking of
affordable, the great migration from the cities has opened up some
big liquidation sales. Our members report getting top of th line
$1,100 Herman Miller chairs for 80% off.
Some are found on

Facebook Listings, from Executive Liquidation
Inc.
Love Is Never Being Disconnected
One
of the great joys of this dreamland experience is spending less time
strapped to a device and more time appreciating all the splendors of
your world, family, friends. But when you want to be connected,
there’s no settling.
You’ll
want fast internet speed—faster better. Use this <a
href="https://www.speedtest.net/">Speed
Test</a> to test yours. Most ISPs
claim they can deliver “3000 Mbps” speed when you’re
lucky to get 30 Mbps. This is the download speed, because that’s
what most people care about (to wach Netflix showns without the
dreaded spinning wheel).
But
you care about upload speeds too—so that you can “upload”
files from your computer onto high-speed lines taking it to your
clients.
So
when setting up with your ISP, aim for:
Download
speed: 30 Mbps minimum
Upload
speed: 5 Mbps minimum
If
you are downloading lots of large files or running videos, and are
sharing your bandwidth with others in the house, you may want to
upgrade to better service.
Your
in-home network should have Wi-Fi that’s 802.11n or 802.11ac
minimum.
If
your Wi-Fi is weak in certain parts of the house away from your
router’s location, you may want to invest in an extender to
improve connectivity in dead zones. This is a judgement call.
Extenders will give you a signal at further range, but it will
degrade the Wi-Fi speed as well. On balance, since extenders are
inexpensive, get one and see how it works for you.
<a name="_243i4a2"></a>3.2 MAKE VIDEO MEETING

MEMORIES
Make Video Meeting

Memories
We’re
now a video literate society and mastering the art of
videoconferencing is crucial to developing the full potential of your
business.
No
matter how shy in front of a camera, how unphotogenic you think you
are, or how you loathe the one-dimensionality of video calls, you
must master this new artform. It is sure to remain with us, one of
the tools on the belt, after the coronavirus is in the history books.
So embrace it!
There’s
plenty of good videoconferencing software, all about the same—it
usually works okay but seldom great. We know that! Best to setup
with:
<a href="https://apps.apple.com/us/app/facetime/id1110145091">Apple
FaceTime</a>
<a href="https://meet.google.com/">Google
Meet</a>
<a href="https://www.skype.com/en/">Skype</a>
<a href="https://www.microsoft.com/en-us/microsoft-365/microsoft-
teams/free">Microsoft
Teams</a>
<a href="https://zoom.us/">Zoom</a>
Setup
with each, so if a client wants to hop onto one, you’re ready
to go without having to download and setup under pressure.
Also,
learn the basics and hacks for each—it’s quick doing, and
will payoff later. Know how to use meeting IDs to schedule them on
your calendar automatically. Know the Host controls and screenshare
settings. The basics.
And
then if you want something that not many have, but everyone will envy
:
<a name="_j8sehv"></a>Put Your Old Office On The

Wall*
Whichever
tool you use, here’s something inventive to do: If you have
office mates in distant locales or clients you would interact with
more if you were in the same office, why not recreate that
experience? Keep your videoconference open all the time or for
selected hours by beaming it onto the wall?
You’ll
feel like you’re side-by-side with distant office mates.
You
basically project your videoconference screen onto a wall, so you can
see your office mates there big as life. And you setup your webcam
so that it captures you looking big as life, as well. So it gives
the effect of you and your office mates having a conversation a few
feet from each other ‘in the hall.’
<a name="_338fx5o"></a>Making Meetings Fun…Again
Okay,
maybe meetings were never fun—not for us entrepreneurial sorts.
But now that meetings will be more often virtual, it’s time to
rethink how they work and how they can be more productive.
Convince
your company or client, if you’re having a lot of ongoing
meetings with them, to setup “office hours.” Team
members post regular times on a shared calendar when they’re
available for phone calls or video conferences.
SUPPORT:
The software company Basecamp has long
used “office hours” with great success. The
inconvenience of waiting for office hours is outweighed by the
control people have over their schedules.
<a name="_1idq7dh"></a>Prepare a real agenda
An
agenda is like a roadmap to plan your trip in advance and keep you on
the best route. Do it faithfully and genuine miracles can happen.
Just answer:
Who
is going on this trip?
What
vehicle (Zoom, etc) are you taking?
What’s
the purpose of the trip?
How
much time will you need?
Meeting Agenda Template

Summary
Header: One long sentence on who is
calling the meeting, on what software, on what date and time, and for
what purpose?
EXAMPLE:
John Adams Zoom Call on July 4, 1776
at 10am EST re Indepdendence
Key
Objective: What you want to accomplish.
Prep
Work: What each attendee should prepare beforehand to be ready to
contribute.
Work
Plan: List of agenda items in order of importance with time
allocation for each.
Follow
Up: Organizer sends bulleted decisions and action items to all
attendees, and cc’s others as appropriate.
Meeting Agenda
Template
<a name="_42ddq1a"></a>Preparation for the

meeting
Whether
you’re organizing the event or attending:
SOUND
Hold the meeting in
a quiet room free from distractions. Carpeted rooms work best to
reduce reverberation.
For audio-only
meetings, invest in a decent pair of headphones with a built-in mic.
AMBIENCE
Use a neutral
background, like a tan wall, to keep other’s focus on you (and
not on your adorable Belgian Shepherd framed up on the wall:)
LIGHTING
Make sure the room

is brightly lit. You’re on TV, as they
say, and lighting matters.
Consider
investing a few bucks in a three-point lighting setup like they use
on TV. This involves a key light you setup to the right of your face,
a fill light to balance things, and a back light to help you stand
out from the background. Experiment with it to get the right look. It
doesn’t have to be an expensive kit, just some lights setup
right. (<a href="https://www.youtube.com/watch?v=EBGuQZo0g94">YouTube
Tutorial</a>)
Also,
be careful with natural light. It’s uplifting to see it
shining through your window, or al fresco out on your deck, but it
can cast you in silhouette. Not ideal.
SCREEN
Use your laptop, not

your phone. It’s more steady, and keeps you hands-free to take
notes.
CAMERA
Raise your webcam to

eye level so you look right at the red or green light. For most of
us, that light is above the screen where your fellow meeting-goers
faces are. So you will be looking down if you’re looking at
them. Learn to look at the little light. It helps to move the
videoconference screen as close to the top of the screen as you can,
nearest the camera.
TEST
Always test your
tech beforehand—what works one day might not the next. So…
Phone:
Strong signal, no interference
Computer:
Connection is working
Camera:
It’s on and set for video, mic and speakers working
<a name="_2hio093"></a>Dress right and look good

on camera
Okay,
we’ve all work pajama bottoms on our calls, but you know what?
Turns out that dressing more formally for work leads to the
kind of big-picture thinking associated with leadership success.
We’ll talk more about this, but for now, come to your meeting
dressed for work—and it will pay off.
Which
leads to makeup. There’s a reason people on TV all wear
makeup. When you’re on camera, you need to look good. Just
brush on a little standard-brand concealer to even out the
complexion. Go lightly, and you’ll be fine.
<a name="_wnyagw"></a>Start the call right
Before
jumping into the hard stuff, keep it light with a minute of
introductions (even if everyone knows everyone) and some small-talk
(so everyone can ease into the meeting and not feel disoriented in
the format).
Pleasantries
done, recap why you’re gathered and what you hope/expect to
achieve, focusing everyone’s attention on the work ahead.
<a name="_3gnlt4p"></a>Set a higher level of

respect
Virtual
meetings require even more attention to etiquette than the old around
the table. That’s because we have fewer cues to judge people’s
words and intentions in a virtual call. We need helps. It helps if
everyone:
Turns
off phone and computer alerts
Mutes
their mic when not speaking
Always
looks into the camera
Speaks
clearly and concisely (So no need for repeating)
Refrains
from multisteping (Not the time to clean out the inbox, check social
feeds, or play with the dog. It’s easy to do, but your work
product will suffer—leading to more meetings needing to be
called:)
Keeps
the meeting as short as possible
Discourages
side conversations
Ends
at the allotted time
It’s
good to leave some time at the end, if possible, for casual
conversation. Being in separate places can get lonely at times, and
we could all use social interaction with our colleagues we care aout.
<a name="_1vsw3ci"></a>Lastly, don’t forget
to follow up
Someone
needs to take notes and sendthem around afterwards. You should
always volunteer. It’s a subtle way to send home the message
that you’re fully involved and you matter.
Your
notes should be crisp and concise, capturing just the decisions made
and the action items triggered. Anything else is just gravy
<a name="_4fsjm0b"></a>
<a name="_2uxtw84"></a>3.3 SECURE YOUR REMOTE

WORKING ENVIRONMENT
Secure Your Remote

Working Environment
Basic
precautions will ensure that your office computing systems are secure
from cyberattack, protected against failure, and confidence-inspiring
for your clients.
<a name="_1a346fx"></a>
WE ALL KNOW we should take information security seriously, but it can
be so complex that few of us do…until it’s too late. So
recognize this:
Even if you’d
rather not think about about security, your clients are thinking
about it. They will be concerned for their systems, and so judging
yours if you intend to work with them. So run through this simple
checklist of security precautions:
Install
endpoint protection software (basic antivirus software and
firewalls) on your computer.
Use
strong passwords for accessing your network, software programs, and
web-based accounts. Passwords
should have more than 12 characters, with a mix of letters, numbers,
and special characters.
Videoconferencing
platforms, chat apps, email, Wi-Fi setups and cellphones are all
vulnerable
links that cybercriminals target.
Avoid
public Wi-Fi whenever possible, since it’s easily compromised.
Secure
your router. It’s the gateway to all your internet-connected
devices and attackers will try to compromise home routers with
default credentials. So regularly change your router’s
password, especially if you ever share it with others.
If
your router is issued to you by your ISP, they will regularly update
the operating software. But if not, you should update it from time
to time. It can be done with the directions provided on the
router’s webpage, accessible by using its IP address.
Have
a backup solution in case of connectivity loss, or server failure.
Apple users should invest in a Time Machine; PC users in an external
hard drive.
Do
regular maintenance on your computer, by running <a
href="https://www.ccleaner.com/">CCleaner</a>
for your PC or <a href="https://cleanmymac.com/">CleanMyMac</a>
for your Mac. You’ll delete system
junk, unwanted apps and malware, and tune your computer for maximum
speed.
Be
careful storing things in the cloud (like Dropbox, Apple iCloud,
Google Drive, Microsoft OneDrive, Box). It’s convenient.
Works well. But can lead to problems:
If
there’s confidential data on the documents, or even data of
value to competitors, it is not hard for a hacker to pry it from the
cloud.
It’s
more difficult to share with documents with your team.
Despite
the best of intentions, there never to be enough time to reintegrate
a backlog of documents into the company’s filing system.
If
you are working with a company that is using the CITRIX Receiver app
on their employee’s laptops, that is ideal. It lets employees
tap the network through dedicated servers, launching any application
they are approved for, without worry of outages.
And
of course, you know to be wary of the telltale signs of phishing
scams: unknown senders, grammatical errors, odd URLs, outlandish
stories. Never provide personal financial data to anybody you don’t
have a relationship with, and never by email. If a company is
legitimate, they will be doing business on the web, not on email.
Learn More:
<a href="https://www.trendmicro.com/vinfo/us/security/news/cybercrime-and-digital-
threats/working-from-home-here-s-what-you-need-for-a-secure-setup">What
You Need For A Secure Setup</a>
<a href="https://ci.security/resources/news/article/8-best-practices-for-working-
remotely">Best
Practices for Working Remotely</a>
<a name="_3u2rp3q"></a>3.4 CHOOSE THE RIGHT

SUPERPRODUCTIVITY APPS
Choose The Right

Superproductivity Apps
In addition to this
ACTION STEP there are specialized tools you can take advantage of as
you grow, to keep getting more and more organized with less and less
work.
These are NOT tools

you have to obtain to succeed. But they can help—a lot! Some
of them would be good to obtain soon, and others over time. In later
Steps we’ll call out tools that are specific to the Step at
hand. These are general.
<a name="_2981zbj"></a>Maxing Your Schedule
You and your

immediate team can use ACTION STEP to keep on top of Steps and
deliverables. But when it comes to scheduling appointments and
meetings with people outside your copany, such as clients, it can be
hectic. You want to avoid the hassle of back-and-forth emailing and
calling to find a suitable date and time.
<a name="_odc9jc"></a>Google Calendar
It comes with your G

Suite of tools, so that make it simple and free. But it is limited
and there are better-looking apps that tell your clients and
prospects that you are super-productive, namely…
<a name="_38czs75"></a><a href="https://calendly.com/">Calendly</a>

Lets you set your
availability and send email invitations to people, so they can click
to view your calendar openings, and choose a date and time that works
for them. The tool automatically schedules the event in your
calendar.
<a name="_1nia2ey"></a>SimplyBook.me
Your Site123 website

comes with a SimplyBook.me app you can place right on your site so
that clients and prospects can book an appointment, and confirm their
attendance, right through this booking page.
<a name="_47hxl2r"></a>Simplifying Your Comms
<a href="https://slack.com/">Slack</a>
It’s now
the leading platform for team’s to direct message, share
files on specific projects, and keep the team’s workflow all
organized in one place. Instead of spending valuable time each day
sorting through your email inbox, Slack’s free to start free
platform organizes everyone’s conversations in a chat window
visible by all of the project. It’s the perfect alternative to
email.
<a name="_2mn7vak"></a><a href="https://workspace.google.com/">Google

Apps</a>***
For just a few
dollars a month, you can get the entire Google Suite to manage your
business communications, storage, and collaboration. We’re
using Google Apps to keep our own ACTION STEP documents in easy
working ordre for you. Google’s tools all integrate with one
another, everything stored in the cloud, accessible anywhere and
anytime. Gmail can be sued, of course. Business documents —
Word documents, Excel spreadsheets and POwerPoint presentations —
can all be created and stored in Google Drive. You can even
teleconference using Google Meet.
<a name="_11si5id"></a><a href="https://grasshopper.com/">Grasshopper</a>

For $26 a month,
Grasshopper adds a business line and virtual phone system to your
existing cellphone. So you keep personal and business calls
separate. And you get a professional phone system with call
forwarding, transcribed voicemails, and none of the hardware cost of
an expensive phone system.
<a name="_3ls5o66"></a><a href="https://discord.com/">Discord</a>
When
you have a lot of people you’re talking with about the same
subject, it’s smart to open up a Discord channel. When you
check into the channel, others see you’re there and can
instantly pop in to talk with you, or screenshare, without having to
call. Low-latency voice and video feels like you’re in the same
room.
<a name="_20xfydz"></a>Getting Social
<a name="_4kx3h1s"></a><a href="https://hootsuite.com/">Hootsuite</a>

When you find
yourself spending a lot of time managing your social accounts
because, well, they’ve become a low-cost source of profitable
clients, then it’s time to become a social media marketer with
Hootsuite. All of your social feeds show up on one page so you can
follow, interact, and track them all easily.
<a name="_302dr9l"></a><a href="https://buffer.com/">Buffer</a>
Buffer
simplifies social media publishing by letting you schedule your posts
for different social media platforms and automatically posting them
at the right time. So you’ll be reducing a lot of manual work
and saving time in the process. And use Buffer to analyze how your
posts are performing, so you can optimize your social media strategy
based on these insights.
<a name="_1f7o1he"></a>Streamlining Paperwork
<a name="_3z7bk57"></a><a href="https://www.docusign.com/">DocuSign</a>

If you’re
creating contracts or documents that need to be reviewed by clients
and signed, you can do this electronically with Docusign. Upload
documents, fill fields and request or add electronic signatures all
through this tool. DocuSign is the leading provider for this service,
but it costs $10/mo for this service.
<a href="https://www.fillanypdf.com/">FillAnyPDF</a>
For fewer needs and

only $4/mo, FillAnyPDF works almost as well as DouSign.
<a name="_2eclud0"></a><a href="https://www.deluxe.com/payroll/">Deluxe
Payroll</a>
When
you start hiring, doing the payroll becomes one of your biggest
challenges. So automated the process with Deluxe. They connect
you to a specialist to develop a system that’s ideal for your
company. Best of all, all compiance issues and regulations are
attended to.
<a name="_thw4kt"></a><a href="https://gusto.com/">Gusto</a>

Again whern you
start hiring, and you’re not only generating payroll but also
handling employee health benefits and workers’ compensation
insurance, you want to outsource the hassle and headache. Starting at
$39 + $6 per employee a month, Gusto handles it all with an extra
personal touch as well.
<a name="_3dhjn8m"></a>
<a name="_1smtxgf"></a>
3.5 KEEP YOUR LIFE IN BALANCE
[Recurring step:
Weekdays, until marked “No Longer Needed”]
Keep Your Life in

Balance
Achieving the
work-life balance you seek will take effort until it becomes natural.
There’s
lots of information on achieving the right work-life balance—lots
because it’s so obviously important to our personal health and
professional success, but also hard to achieve. Even harder for
entrepreneurs. So we’ll keep high-level “helps” at
Your Daily Step
level until you feel comfortable markeing then “Done.”
So
let’s begin at the beginning…
<a name="_4cmhg48"></a>Start Your Day With 3

Meditations
One
inspired by a scientist, one by an artist, one by an actor…
<a name="_2rrrqc1"></a>The simple genius of

Charles Darwin
One
of history’s greatest scientists had a habit of taking a walk
on the gravel path outside his home in Kent—once in the
morning, once in the afternoon.
Mr.
Darwin would pile up some stones on the path, and would kick one to
the side on each loop he made. Some days he kicked only one aside,
some days four or five since he was trying to solve some pretty big
problems with his Origin of Species…
He
understood that these walks were good for his health, of course, but
also good for stimulating his creativity.
Scientists
call this “transient hypofrontality” where the thinking
part of the brain is dialed down, the sensory part dialed up. In
this state, our ideas tend to mingle and can yield up unexpected
thoughts, problem-solving thoughts—making our time “on
the gravel” time well spent indeed.
<a name="_16x20ju"></a>The simple act of taking

pen to paper
Updating
Darwin, a woman named Julie Cameron wrote The
Artist’s Way back in the
1980s. It was a wonderful book for artists and others of us, as
well.
She
advised starting each day by handwriting three pages on whatever
comes to mind—freefrom—for no other reason than to unclog
the brain of any muck getting in the way of being happy and
productive.
It
works, almost miraculously, and today many happily successful people
in all walks of life credit Julie Cameron’s pen to paper. Give
it a try for a couple weeks and see some wonderful things happen for
you.
<a name="_3qwpj7n"></a>Five simple words speaking

volumes
And
then there’s Clint Eastwood. He’s lived a fascinating
life, accomplishing so much. And at age 90, remarkably, he’s
still hard at it, currently blocking out his next movie. What a
wonder! Recently over a game of golf, country singer Toby Keith
asked him how he keeps his scorching pace. Eastwood replied…
“I
get up every morning,
and
I don’t let the old man in.”
His
last five words speak volumes, don't they? Toby Keith was so blown
away he wrote a song titled, “Don’t
Let The Old Man In.” It’s
worth a listen, whatever your age.
<a name="_261ztfg"></a>Keep in touch with

co-workers online
Depending
on your job, you may or may not be required to keep in touch with
your colleagues. Either way, do it. Even if it is not in your job
description, make an extra effort. So “extra” that you
are in better touch with colleagues than back in the office days.
This is how people will keep you in mind, even if out of sight.
<a name="_l7a3n9"></a>Pretend like you are going

into the office.
Working
from home, do all the things you’d do to prepare for an office
role: Set your alarm, make or go get coffee, and wear nice clothes.
It
turns out that dressing
more formally for work leads to the kind of big-picture thinking
associated with Leadership Success. (See <a
href="https://www.sciencedirect.com/science/article/abs/pii/S0022103112000200">this
</a>
and <a href="https://journals.sagepub.com/doi/abs/10.1177/1948550615579462?
mod=article_inline&">that</a>
study.)
Changing
into clothing associated with work at the beginning of the day cues
our mind to go into serious work mode. We feel physically different
in certain clothes and they tell our body, and in turn our mind, that
it’s work time.
Just
because you’re not working at an office doesn’t mean you
don’t have an office. Dedicate a specific room to work.
<a name="_356xmb2"></a>Find the productivity

hacks that work for you
Also,
work in coffeeshops.
These places have their own distractions, but they help mix up the
day and add a little social interaction.
Make
sure your family knows your hours. Ask
them to respect your schedule (it probably won’t work out, but
try).
Tap
your “unproductive” hours.
We all have hours in the day where we don’t get much done, but
could be, if it helped us. What are the potentially most fruitful
hours you’re not currently using?
<a name="_1kc7wiv"></a>Schedule your email like

ballet lessons
If
you decided to learn ballet, you’d go to a class that’s
scheduled. You wouldn’t just do do it here and there
throughout the day. Email should be the same.
You
should schedule it. And turn off all the alerts and other
interrupters designed to urgent you to death. Pick an hour a day, or
half hour twice a day, and rip through your inbox.
There’s
also the free app <a href="https://inboxwhenready.org/">Inbox
When Ready</a> (Chrome extension)
It works by hiding your inbox, so you can send email or search for
old emails without getting distracted by the incoming. You can set
your daily budget however you like.
Same
with the cellphone. Turn it off. Turn off the alerts. If there are
calls that will always be urgent to you—family or work—there
are hacks:
On
Apple phones you can go into Settings > Do Not Disturb >
toggle Second Call From Same Number Not Silenced > so important
calls from family, for instance, can come through because they know
to call twice.
Or
you can setup for an inexpensive virtual mobile number from a
company named <a href="https://www.textmagic.com/virtual-mobile-
number">TextMagic</a>.
Give out this number only to those who matter to you. They can text
you at any time and you can have it display on your computer
screen—the only alert allowed to interrupt your focus.
The
key is to surround your home office with barriers to entry, so YOU
are in charge of your schedule, not others.
<a name="_44bvf6o"></a>Manage your time like it’s

worth something
One
of the great things about remote working is that you quickly learn
what real producing looks like for you…
The
relationship between what you produce and what you earn gets real
clear.
Back
in the office, not always so clear. Out on your own, crystal.
Let’s
look at this. Let’s put a dollar value on your time. What
works, say, $200 an hour? Too high, too low? Pick an amount, and
let’s use it as a marker for what you’re worth, workwise.
Now in the last hour you worked before this presentation, were you
producing something, or doing something?
Big
difference. It’s easy to spend hours a day doing things—being
active, checking websites, making lists, taking names. We’re
all good at that, and calling it work. But of course it’s not.
It’s
harder to focus on producing something of value to the world—that
is, being productive.
So
in the next hour you sit down to work, first ask yourself:
“What
does producing look like for me?
When
you can answer that question clearly, then you’re ready to
work!
And
then there’s multisteping. People love to show off their
multisteping skills, like driving a car, texting, doing makeup, and
eating lunch at the same time.
What
they’re actually doing, in this example, is threatening others
with lethal harm, creating an uneven look for themselves so less
trustworthy, and setting up some indigestion and long-term health
problems.
Yes
it takes longer to do one step after, totally focused on each in
turn.
But
the result is a higher-quality outcome. Quality takes longer—that’s
why it commands a premium price in the marketplace.
<a name="_2jh5peh"></a>End your workday

intelligently
With it coming to
the end of the workday, finish any last work steps you have to do.
Reply to time-sensitive emails. Clean out your inbox. Complete the
project you’ve been working on, or save it with a quick note to
self on where you are, your status.
<a name="_ymfzma"></a>Make a step list for

tomorrow
Thinking about all

the things you have to do tomorrow can get in the way of you enjoying
your evening today. So, look over the steps to
tackle tomorrow in Act On It!,
then clear your mind.
This process will

set mental anchors, so your work problems are whirring away in the
bacvk of your mind, but shut out of your conscious mind. You’re
free to enjoy the evening, and will be more productive tomorrow for
it.
<a name="_3im3ia3"></a>Close or mute work-related

technology
To create a division
between work and leisure, try not to drift back into the office to
peek at emails or Slack messages or anything work-related after work
hours. Make a point of shutting down:
Phone
Computer
Work
apps and software
<a name="_1xrdshw"></a>Move to a different space

to relax
<a href="https://www.ctv.ca/comedy">Source</a>
When you can work

from anywhere, that means that everywhere becomes work. It’s
hard to escape the work mindset and relax when there’s no
“door” to shut.
Researchers tell us
that about a quarter of all work is now being done outside of normal
working hours. If you find yourself contributing to this number, you
will also find yourself growing worn out and less productive. It may
take weeks or months before you feel it, but you will. Better to
“leave work behind” cleanly.
So think of leaving
your office as “going home” even if it’s just a
sock slide down the hall, or coming in from the back shed, or
returning from the coffee shop. It’s your new commute! Use it
to mentally leave work behind.
Or use this time for

things you didn’t have before, such as becoming more mindful,
listening to music, reading a book, checking-in with friends or
family.
Before getting into

your evening activities, make sure your brain, body, and stomach are
nourished by a healthy dinner. The act of cooking can be deeply
relaxing and enjoyable. Plus, a nutritious meal will be the end
result.
<a name="_4hr1b5p"></a>Devote time to pre-sleep

meditation
We began the day

with meditations on work, and we end with meditations to put us into
a relaxed state so we can sleep well. Getting enough sleep is key to
work-life balance.
<a name="_2wwbldi"></a>A meditation on happiness
Happiness
is not, as we all know, a side dish—though we often treat it
that way.
Happiness
is holistic, by its very nature. It’s about our whole selves.
But being humans we muss it up, and fragment it so badly we become
SAD: Stressed, Anxious, Depressed.
Happiness
is different for each of us. Constructing it involves different
working materials than pre-Covid. Now we have to look for different
materials, turn to different strategies for achieving the whole,
happiness.
It
begins with the question: “Am I
whole?” of if you prefer, “Am
I complete?” In the time of
Covid, this question gets much tougher to answer. It can bring up a
lot of issues, and more questions. That’s okay.
Covid
has heightened our awareness of our situation, and that can be a
motivating driver to action, to getting onto wholeness, completeness,
yes, happiness.
Look
inward. What’s missing? How do you get to “complete”?
Keep
at this for days to come because there will be that feel missing,
that shouldn’t be missing.
I’m
not talking about the Apple stock you should own, or the candy apple
Ferrari.
This
is always something within you: an understanding, an awareness, an
attitude.
Have
you ever had a sudden flash of understanding, or an overwhelming
feeling of self-confidence, or a rush of body-tingling joyfulness for
the sole reason that you were overcomignwith feelings of empathy or
compassion for someone?
Of
course you have. We all have.
This
is wholeness at its shining Monday morning best.
So
how do you look for this holistic happiness?
You
know the answer: Stop looking, start being!
<a name="_1c1lvlb"></a>Another meditation on

happiness
Computers
have APIs and humans have APIs as well—and each makes the other
astonishing.
To
a computer geek an API stands for
“Application Programming
Interface” and it’s how
computers talk to one another.
To
a human geek an API stands for “Assuming
Positive Intent” and it’s how humans bring out the best
in one another.
For
in assuming positive intent, our whole approach to others becomes
very different. For one, we take away all the anger of negative
thinking. We don’t get defensive. We don’t scream.
Emotionally we feel stronger.
We
get focused on listening, and understanding, because our default
position is to give the benefit of the doubt. To basically say,
“Maybe that fellow is saying something to me that I’m not
hearing right.”
Who
knows what was going on in the other person’s life? Maybe you
became a part of another drama playing out in your presence. All
kinds of things are constantly going on in our lives that can trigger
misunderstandings with those around us.
Assume
positive intent.
Of
course this kind of kindness doesn’t mean turning gullible, or
making nice with bad actors. They exist. And sometimes we have to
call them out. But that doesn’t have to be our default
position…in case we’re wrong.
This
is especially powerful in business. Often in the heat of the moment,
things are said that don't sound right. We can react at once from a
negative perspective, assuming we’ve heard something very wrong
or awful—like some kind of put down. Or we can instead assume
we misunderstood and try to get clear on what they are saying, to
understand it better. Quite often the other person will clear things
up, or even turn the conversation onto more positive footing because
you’re making such an effort at that very thing.
Assume
positive intent. Even the first time you try it you will better.
You will find your relationships are turning for the better, bumped
up to a whole new level.
Keep
trying it.
<a name="_3w19e94"></a>Learn More:
<a href="https://blog.rescuetime.com/work-life-balance-study-2019/">The
State of Work Life Balance in 2019: What we learned from studying 185
million hours of working time</a>
<a href="https://www.process.st/working-remotely/">Ben
Mulholland: The 19 Best Tips from My 3 Years Working Remotely</a>
<a href="https://www.logitalent.com/5-reasons-why-maintaining-a-work-life-balance-
is-so-important">5
Reasons Why Maintaining a Work-life Balance Is So Important</a>
<a href="https://www.process.st/remote-work-transition/">Making
the Remote Work Transition</a>
<a name="_2b6jogx"></a>
3.6 NETWORKING IN A TIME OF COVID
Networking In A Time
Of Covid
Networking
was an early casualty of the coronavirus, but as we adapt to the new
world we must find clever ways to connect with fellow colleagues,
customers and our surrounding world. It remains crucial to our
career growth.
Networking—the
very word either strikes fear in your heart or extreme joy, depending
on your personality. For most of us, the feelings of fear and dread
bubble up first.
That’s
why there are so many networking gurus seeking to show you the way.
But
no guru can take you where you don’t want to go. Especially
now that
large
networking gatherings have been put on indefinite hold. So what to
do?
Use
Covid as an anti-excuse.
Everyone
else is saying “we’re all basically screwed” when
it comes to meeting people during this pandemic. It’s an easy
excuse. So tack the other way.
You
need to keep networking to grow your business, so keep
networking—just refine the tactics you use. Here are some old
and new ways to strengthen your business connections going forward:
<a name="_qbtyoq"></a>Local Events

In
some places—principally our Covid-free destinations—people
are beginning to meet again. Events are being organized. It’s
from these vacuums that opportunity comes.
Whichever
event you liked before, take it upon yourself to organize an outdoors
version of it. Make it a walk and talk. A biking event. People
will love your initiative and they will come. New ideas, insights
and friendships will bubble up from these. So will business, in
time.
<a name="_3abhhcj"></a>LinkedIn
Reach
out to one
potential customer every day, and again, just ask them how their
business is doing. A remarkable number of people will respond, and
tell you.
If
you’re on the free LinkedIn plan, you’ll get far fewer
responses than if you upgrade to LinkedIn premium, but the premium
account has gotten expensive ($79 a month) and that really only makes
sense if you are seriously prospecting.
But
a once-a-day reach-out is doable. After a year you’ll probably
have 100 new contacts, and some of them will appreciate chatting with
you as much as you do with them. Business will come from it. Not a
lot, but you haven’t invested a lot in it either.
It’s
a process you’re following, a process of talking to strangers.
More valuable than before.
<a name="_1pgrrkc"></a>Alignable
This
less-known networking tool focuses on local business connections. It
has some five million members in 30,000 communities. It has been
growing fast during the lockdown, and it is approaching networking
honestly—giving locals a chance to be introduced, to meetup, to
do business together.
Definitely
give it a whirl.
<a name="_49gfa85"></a>“Out of Sight is Not

Out of Mind”
Out
on your own, away from the big sprawling floorplan of the office,
first thing to do it make a little sign, and tack it up above the
door to your work area. It says, “OUT OF SIGHT IS NOT OUT OF
MIND”
It’s
your daily reminder that you will not fall victim to the old
situation where you are forgotten because you’re not seen…
Others
of your fellow workers are also remote working, so it’s not
just you who is being unseen.
And
in this new Covid-driven reality, that old saw just isn’t the
same anymore—and you make sure of it.
You’ll
want to be communicating without the outside world a lot more than
you used to, and a whole lot less, as well, depending on what you’re
working on…
We’ll
return to this…
<a name="_2olpkfy"></a>
3.7 OUR MEMBER’S ONLY CLUBHOUSE
Our Member’s
Only Clubhouse
We’re
building our own community of folks who have escaped to remote
paradises, and are eager to help each other build our own businesses
and independence.
[may have to “Coming

Soon!” this or parts of it, anyway]
Some
organizations boast being around for centuries or decades and they
offer small business owners long lists of features and benefits—but
all of them can be boiled down into sentence:
We
tell you how we got rich, 
and
you do the same.
There
are literally hundreds of thousands of people saying this same thing.
And how often is working for anyone but them?
We
boast being around for a couple months, and say something very
different:
Act
On It! runs your small business
for you, 
with
everything practically automated.
Act
On It! is very different from
anything else out there, and we think far better.
Far
better as well because it also includes a Clubhouse. It’s a
national meeting online for now, but with Chapters intended in
dreamland destinations.
These
Clubhouses are all about entrepreneurs getting together to help one
another build up our businesses and independence and have fun doing
it.
From
the Clubhouse you’ll have a number of great benneies coming
your way:
<a name="_13qzunr"></a>Entrepreneur’s
Morning Briefing
Here’s the
news most important to your small business.
This
email, distributed each weekday, focuses solely on the intel you need
to survive this crisis and emerge whole and thriving again.
You’ll
get an update on the status of Your
Steps along with our latest
insights, strategies, and ideas uncovered from an overnight curation
of 140 best information sources, including our own crackerjack
staff’s.
<a name="_3nqndbk"></a>National Promotion of Your

Business
Let’s build
all our businesses stronger together.
As
a Founding Member of
So Long, Big City!, your
business will be promoted on the front page of the our Clubhouse
website, with a title, photo and thumbnail of what you do.
(When
this is ready) we’ll also call attention to your services and
help in search engine ranking, social media group ad buys, and more.
And
if you go gung-ho, and you sign up 3+ other members, we’ll
elevate your business listing to the top of the Regional Leaders
section. Sign up 5+ members and our team will interview you for a
featured story in the Morning Briefing—for every member to see.
<a name="_22vxnjd"></a>Expertise Exchange
Offer your expertise

to your fellow members, and tap theirs.
On
our own Slack channel, members can initiate discussion threads, join
in existing threads, help one another, learn from one another, offer
and get advice, talk about business ventures worth launching.
Members
will be encouraged to not only contribute insights but also to reach
out to fellow members, talk about business services of value,
spiritual and health programs, and financial and investment
opportunities.
<a name="_i17xr6"></a>
3.8 SETUP A SOLID FINANCIAL FRAMEWORK
Set-up A Solid
Financial Framework
The
hardest part of running a small business has become the
easiest—thanks to the advances in software that make financial
paperwork a breeze.
You can handle your

finances yourself, if you wish. But unless you love the paperwork
and have a lot of extra hours on your hands, you are wise to let one
of the new software packages do the financial heavy-lifting. They’ve
gotten so good!
You won’t be
wasting precious time creating invoices,
following up on payments, trying to figure out where your business
stands. It will all be handled automatically, so you will always know
how profitable your business is.
There are a number

of good packages:
<a href="https://quickbooks.intuit.com/">QuickBooks</a>
The
original financial accounting software—but it’s a little
more expensive and a little harder to learn.
<a name="_320vgez"></a><a href="https://www.xero.com/">Xero</a>
The lowest priced and a solid performer—but

with limited features unless you upgrade to the premium plans.
<a name="_1h65qms"></a><a href="https://www.freshbooks.com/">FreshBooks</a>

The
best for our money—an all-in-one accounting software for
entry-level businesses, web-based and mobile, and you can start at
$12.95 a month (plus a 50% off offer for first 3 months). Best money
you’ll ever spend—because the sometimes-complicated
financial things that most entrepreneurs don’t love too much,
are just handled.
FreshBooks has
surveyed their customers and found, they say, that their average
customer saves 192 hours a year. Even if this figure is biased
upward, it’s still clear that good accounting software is worth
every penny.
You
can expect to spend a couple hours becoming familiar with the
software, and they offer plenty of support should you run into a jam.
Then plan on keeping it open in a tab on your computer and returning
to it for all things financial.
Here’s what
will be done for you…
Invoicing Is Made Easy
You’ll
impress your clients with professional-looking invoices that take
only seconds to create. The invoice
generator customizes the invoice, you add your logo and can even
personalize a thank-you email. Instead
of chasing
clients for checks or waiting in the line at the bank, your client
can pay online and by credit card (which results in avg. 5-10-day
faster payments)
If
you want monthly invoices to go out for a client, schedule it and
it’s done
You
can nudge late-payers with automatic, customizable reminders.
You
can build in early-payment discounts
You
get an instant update when an invoice has been viewed and paid
All
your invoices are kept in one place for easy reference come tax
time.
Send
invoices in your choice of currencies and languages.
If
you have to collect sales tax (most of us won’t, but…)
it’s automatically handled if you check the box.
You’ll
have a summary page—so you know at a glance how much is
outstanding and any overdue.
You
can invoice from anywhere with the mobile app
Expenses Are Organized Effortlessly
That
old shoebox of jumbled receipts goes away—now you take a photo
of a receipt and with a tap send it to FreshBooks to organize, track,
and prepare for tax time.
Expense
categories are all worked out so well, you can do your own taxes or
if your accountant does them, you save a bundle since all is
properly organized.
You’ll
have a summary page—so you know at a glance if you’re
staying on budget
Business
expenses in any currency are automatically converted to dollars for
easier tracking.
Your Proposals Can Be Built Into the Flow
Rather than create a

proposal for a client in one document, and then input it into another
for billing, you can build the project’s scope, timeline and
deliverables right in. Clients can even e-sign your proposals online
so can get to work faster.
You Can Keep Track of Time for Billing

If you invoice by
the hour or per diem, you can track your time spent for the client
and then automatically put the total right into the invoice.
Just
click the time you start, and the time you stop, and it’s
done.
You
always invoice the right amount.
With
a Chrome browser extension, you can track time from inside our
Asana-based app, as well.
Accept Credit Cards Online
You’ll be able
to accept credit cards in a single click. Your account will update
with the payment automatically—without your involvement.
Getting paid becomes easy and you feel like a pro.
FreshBooks
is as secure as possible, with first-rate security protocols ensure
your and your client’s data is always protected.
You
can build Checkout Links into your order flow so clients can pay at
once even without an invoice.
If
you need to issue a partial or full refund to a client, it’s
built right in.
Your Reports Practically Write Themselves

You
will need to generate a number of financial reports to help you
manage the company, file taxes, obtain capital, entice partners and
advisors. And all of the “big reports” are automatically
generated for you and sitting in your Dashboard:
Balance Sheet
This is a summary of
all your company assets, liabilities, equity capital, and debts at a
point in time. Assets on one side, liabilities on the other, for a
clear snapshot of your net worth at a single point in time.
Income Statement
Also known as a
Profit & Loss Statement, or P&L, this is a summary
of the revenues, costs, and expenses you’ve had in a specified
period, usually a quarter or a year.
Cash Flow Statement
Cash flow is your

total revenue less your total expenses, all broken down by every item
so you can see which of your business decisions—from marketing,
personnel, inventory, and expansion efforts—are delivering more
than they cost.
You can give your

accountant or banker access to just the reports they need—right
in the software.
Other important
reports are also generated automatically:
Invoice Details
Expense Report
Accounts Aging
Bank Reconciliation
Cost of Goods Sold
Sales Tax Summary
With
FreshBooks open in a tab on your browser, you’ll be on top of
your finances, you’ll knowing where your business is strong,
where it is weak, and what you can be doing to improve. And then no
matter what, once a month, you want to open up FreshBooks and focus
entirely on it at your…
Monthly Finance Meeting
<recurring>
Schedule a formal
“meeting” once a month, bringing in a bookkeeper and then
an accountant down the road, to run through the finances and attend
to key matters. This is both a review session and a handling of
steps session.
Give it two hours.

That will be sufficient later on, if not at the outset. By keeping
this tight grip on finances, your business is setup to succeed.
Your Monthly Finance Meeting Agenda:
Payroll
Make sure all staff

records, including payroll and payroll taxes, are up to date.
Working capital
Review your outlay
on regular expenses, and ensure you have 3-4 months of cash to handle
expenses. If you’re short on working capital, plan ahead with
alternative arrangements such as an overdraft facility.
Bill Paying
Ensure accounts
payable, bills and expenses are paid as they are due. Paying on time
can boost goodwill with suppliers.
Accounts receivables
Ensure all invoices
have been issued and check for any overdue invoices. Chase down
overdue payments. Address problematic customers and late payers.
Bank Account
Doublecheck your
bank account to ensure data is all entered correctly, confirm your
financial statements are accurate, and make sure tax reporting is
consistent
CAC
This is not a
financial metric, but a valuable one. CAC—Customer Acquisition
Cost—is the ratio between your marketing costs and the income
it generates. Look at it often and think about it. Tracking ads,
keeping logs on sales calls and their results and monitoring the
revenue generated by specific channels of marketing enables you to
expand on what works in marketing and drop what doesn't. (We go into
detail in Step XX)
Review Suppliers
Check your accounts
with suppliers and other vendors, and consider whether you’re
still getting good value for money. If not, consider looking for new
suppliers or negotiating better contracts.
Inventory
If you carry
physical stock, check inventory and assess whether your projected
sales targets are being met. Work with your accountant to ensure
you’re matching inventory levels to sales projections.
Think about savings and investments
Your accounting
software can help you look to the financial horizon, but you alone
can do the actual looking. You want to always be thinking
longer-term about your business since that is how you become a
long-term business!
You want to aim for

at least 4-5 months worth of working capital in your bank checking
account at all times. But it is earning only a paltry interest. So
extra cash can be put to work two ways:
Plow
that cash back into your business to grow and expand.
Invest
that cash in money market funds, stocks and bonds, and other
investments.
At this point, you

are wise to work with a skilled money manager or accountant to
consider your options and financial outlook.
<a name="_415t9al"></a>3.9 KNOW THE COST OF

DOING BUSINESS
Ask
any marketing guru for the most important metric to care about, and
they’ll likely run through their fingers and toes counting
important metrics, because there are a lot, and because they want to
sell you a lot for services.
But as a business owner, one metric matters
most: CAC, Customer Acquisition Cost.
Customer Acquisition Cost
Like
you’d suspect, CAC is a calculation of how much money it costs
you to acquire a new paying customer. So let’s look at it, and
really understand it.
The
formula: CAC
equals your Total Spend divided by New customers Acquired.
So
if you spend $1,000 a month on sales and marketing, and you acquire
five new clients in that month, your CAC is $200.
When
you have a short sales cycle, like selling lemonade on the corner,
this formula is a breeze. But with the months-long sales cycle of
bringing on new clients, it gets fuzzy.
Say
it takes two months to land a new customer, on average. Sometimes it
happens every two weeks, sometimes it takes a full three months, but
two months seems to be the average.
Now
one month you spend $2000 on sales and
marketing, the next only $1000 so if you
calculate your CAC at the end of each month, you figure that client
only cost you $1000 when clearly the client cost you $3000.
So
the real equation is: marketing and sales expenses from two months
ago divided by the number of new paying customers from the current
month.
<a href="https://www.spyfu.com/blog/customer-acquisition-cost/">Chart</a>
of this at:
<a href="https://www.spyfu.com/blog/customer-acquisition-
cost/">https://www.spyfu.com/blog/customer-acquisition-cost/</a>
not
that exciting, but probably should grab it, or a better one
Your
CAC calculation should include all marketing and sales
expenses—salaries, any tools or software you’re using,
travel expenses, advertising spend, and anybody you paid to create
content. If you have one-off expenses such as subscriptions or
conferences, you should average those costs out over 12 months.
Now
let’s break down your CAC.
You
want to know your CAC across all channels, campaigns, and even
locations so you know what’s performing well, and what’s
not.
(We
could use an example of a good CAC but maybe not, maybe we don’t
need it better to have an act a sample of a CAC by acquisition source
because that’s what we really care about, that is a by channel
and an example that best for our EY people) so that’s the most
important metric by far.
If
that’s the only metric you track, you’re doing better
than many companies.
Customer Lifetime Value
But
if you want to track a second important metric, it is LTV, or
Customer Lifetime Value. It’s the amount of revenue your
customer will generate for you over the course of their lifetime with
you.
So
if your average customer stays with you for two years and they spend
$3000 a year, their LTV is $6000.
You
goal, as you surely know, if to bring in your CAC under your LTV, but
how far under you may wonder?
A
good LTV:CAC ratio is 3:1, meeting for every dollar you spend on CAC
you’re getting back three dollars in revenue.
The
higher your LTV the better, and 4:1 or 5:1 are exceptionally good
ratios.
Retention
Costs

If
you want a third metric to pay attention to, it is retention costs.
The
cost of retaining clients is almost always less expensive than the
cost of acquiring and on boarding new ones. So money spent to keep
current clients happy is a better investment than money spent to
bring on new clients, generally.
3.10
MAKE TAX-WISE MOVES
Make Tax-Wise Moves
Take all the tax

advantages an LLC, C Corp, or S Corp enjoys by knowing the basics of
tax law federally and in your state and moving wisely. It’s
very straightforward if you learn the basics.
You can learn all

about taxes, or you can rely on a pro. We believe in a little of the
former and a lot of the latter. This belief comes from decades of
navigating the tax byways of small business and ultimately concluding
that we should know how to wrangle the best tax deductions we can,
but we should leave the tax preparations and filings to the pros.
On that basis, you

are wise to keep up on basic tax laws and changes to them—and
there are likely to be some big changes given all that’s
happening in Washington. DC. But your main focus should be on running
a tax-wise business.
Top Tax Deductions for Your Business
It's simple: The

more tax deductions your business can legitimately take, the lower
your taxable profit will be. This puts more of your money into your
pocket at year end, and it favors you with nice perks—such as a
nicer car to drive at a smaller cost, or a combo business trip and
vacation, all legally. You just need to know the IRS rules for what
is, and isn't, deductible.
Here’s what
you want to be thinking about:
Business Startup Expenses
All business
expenses such as rent, utilities, office supplies, and repairs can be
deducted as current business expenses—but only after you open
your doors for business. You can deduct $5,000 of these expenses the
first year, and the remainder in equal amounts over 15 years.
Advertising and Promotion

Any advertising or
promotional costs such as community sponsorships can be deducted as
long as there is a clear connection between the sponsorship and your
business.
Auto Expenses
If you use your car
for business, or your business owns a vehicle, you can deduct all of
your business-related expenses and an amount for depreciation each
year. Or you can deduct at the IRS’s standard mileage rate,
which is 57.5 cents a mile.
Travel
Cost of the plane
fare, taxis, lodging, meals, shipping business materials, cleaning
clothes, telephone calls, tips—everything can be deducted if
it's a legitimate business trip. And as a new business owner, there
is no reason a trip can’t primarily be a productive business
trip.
Education and Professional Fees

Any book that helps
you in business can be deducted, as can any fees paid to lawyers, tax
professionals, or consultants. Also, education expenses to maintain
or improve skills required in your current business.
Insurance
Any premiums you pay
for any insurance can be deducted, including fire, theft, and flood
insurance, liability insurance, professional malpractice insurance,
unemployment insurance contributions, medical insurance for your
employees, workers’ compensation insurance, business
interruption insurance, and even life insurance covering your
corporate officers and directors if you are not a direct beneficiary.
Interest
Any interest and
carrying charges for financing business purchases can be deducted.
Just be sure to keep good records demonstrating that the money is
used for your business.
Equipment
The Tax Cuts and
Jobs Act (TCJA) allows a deduction of 100% of the cost of any
business equipment in a single year. There are some tricky provisions
in this, and your tax accountant can
b guide you through
it.
Charitable Contributions
Any charitable
contribution you make as an LLC or S Corp business can be passed
through to you personally to claim on your individual tax return. As
a C Corp, the business can claim the deduction. Also, old computers
or office furniture can be donated to charity for a tax benefit
(unless it has been fully depreciated).
Taxes
A number of taxes
you pay can usually be deducted:
Sales
tax
Excise
and fuel taxes
Employment
taxes
State
income tax up to $10,000
Real
estate tax on property used for business
Pass-Through Tax Deduction

You can deduct up to
20% of your net income from your pass-through business, which must be
a
Partnership, S Corp,
LLC or LLP, if you are providing personal services in the fields of
health, law, accounting, entertainment, consulting, athletics,
financial services, or almost any business where the principal asset
is the reputation or skill of the owner. There are some tricky
provisions in this, and your tax accountant can guide you through it.
Additional routine deductions you may take:
Bank
service charges
Business
association dues
Business
gifts
Business-related
magazines and books
Casual
labor and tips
Casualty
and theft losses
Coffee
and beverage service
Commissions
Consultant
fees
Credit
bureau fees
Office
supplies
Parking
and meters
Petty
cash funds
Postage
Seminars
and trade shows
Taxi,
bus, and Uber-type fares
Just because you didn't get a receipt doesn't mean you can't deduct
the expense, so keep track of those small items.
To learn more:
<a href="https://www.nolo.com/legal-encyclopedia/top-tax-deductions-small-business-
30176.html">Deduct
It! Lower Your Small Business Taxes, by Stephen Fishman (Nolo).</a>
<a name="_2gb3jie"></a>
3.11 HIRE GREAT TALENT AS YOUR EXPAND
Hire Great Talent As

Your Expand
Adding
employees to your team, whether remote or at your site, can be a big
step that’s either very difficult, or surprisingly easy,
depending on the approach you take.
Whether you start

out as a company of one, or of three, you are building something
important—an entrepreneurial solution to other people’s
problems in one slice of this world (your microniche).
As you get better

and enjoy successes, you will soon be attracting more paying clients
than you can service with your startup staffing level.
And you will seek to
hire talented people to share in the workload of delivering what must
remain an impressive entrepreneurial solution.
Most entrepreneurs
are, by outlook and inspiration, not the best at hiring. But with
our assistance, you can be.
An overview of the steps ahead
Writing
the job description
Determining
compensation (hourly, salaried, amount)
Advertising
the job (online and offline)
Communicating
with prospective candidates
Answering
questions about the job and your business
Interviewing
and screening applicants
Asking
for references
Doing
background checks (<a href="https://www.goodhire.com/background-checks/small-
business/">GoodHire</a>,
<a href="https://www.backgroundchecks.com/">BackgroundChecks.com</a>)
Communicating
with unsuccessful candidates.
Writing a clear job description
Make sure you are

clear about the type of person you want to hire, the skills they
require and the amount (or the range) you are willing to pay.
It’s smart to
write your job details, then crib from the pros. Go to one of the
job listings boards (they’re all below) and see how others are
describing jobs similar to the one you’re looking to fill.
Borrow what makes sense, and then make it your own!
In the hiring
process ahead, be sure you keep an accurate record of each candidate,
including their strengths, weaknesses, expectations and interview
notes. It’s easy to get people confused when you’re
talking to many—having good notes helps.
Now let’s hire talent in your microniche
Your best source for

new employees is blogs and websites in your microniche, or in the
nearest larger niche. There you’ll find people who share your
interests, who have a working understanding of the challenges of your
niche, and who will be quickest to recognize that value of joining
you in your company.
Through these niche

sites you can place job listings, run small ads seeking specialized
talent, and make inquiries about people looking for work.
Your second-best
source for new employees, especially remote working employees, is on
the big job listings boards. As we discussed earlier, these can be a
big waste of time if you are looking for a job, and also is you are
trying to hire for a job. But if managed carefully, these listings
sites can deliver for you.
Here are the best

listing sites for small business hires, and what makes each of them
especially valuable:
<a href="https://resumes.indeed.com/">Indeed</a>
Largest
job website, 250 million monthly users, 10 new job listings added
every second. Posts listings in every industry, every level, every
lifestyle (freelance, part- or full-time, time, internship).
Candidates search by job title, location, salary, date posted, and
experience level. Indeed is free for job seekers, and job
posters. But for your post to be seen, you may have to pay to boost
it.
<a href="https://click.linksynergy.com/deeplink?id=Q*Sg3glZ/fs&mid=44607&murl=https
%3A%2F%2Fwww.monster.com%2F&u1=n3ecb70826fdb4c7098e0ff0d9d0fd63916-
2064080">Monster</a>
The
grandaddy of listings sites, you have access to 2,000+ pre-written
job descriptions for inspiration, your ideal candidates will receive
email alerts, and built-in text and email capability lets you contact
candidates directly. A Starter subscription
scosts $249 per
month, and allows you to post one job.
<a href="https://linkedin.com/">LinkedIn</a>
Their
Sales Navigator tool is now $89 a month, but in using it you can
select for almost the exact person you’re looking for. And you
can email qualify them right over the platform before taking it
offline.
<a href="http://www.ziprecruiter.com/">ZipRecruiter</a>
Better
for job hunters than small business employers because it’s
biggest value is that it hoovers some 50 jobs listings databases and
posts them all. It’s used by 100,000+ companies. Huge database
of two million resumes. They host employer’s webpages, and
listings, and personalizes the email responses of applicants. Cost
begins at $249 per
month.
<a href="https://www.flexjobs.com/">FlexJobs</a>
This
niche site caters to employers and job hunters seeking remote
work—perfect for you. It’s a great site, but at $299 a
month to post, it’s a bit pricey until you are hiring in
quantity.
Before making a hew

hire decision…
Try to hire 1099 employees first
If at all possible,
first hire people on retainer—independent contractors who can
deliver for your company without becoming part of your company.
These are known as

“1099 hires” because at year’s end, you just send
them a 1099 tax form telling them how much you’ve paid them.
Simple.
What’s more, a
1099 hire gives you an opportunity to test the individual’s
qualifications and fit within your company—without committing
to all the paperwork now required of actual employees.
But if you need to

bring on several people to fill your needs, then that’s the
best sign your company is growing organically and profitably.
And that’s
when, instead of taking on the paperwork hassle of employee hiring
and payroll, you once again outsource it to pros.
Set up payroll software
Outsourcing isn’t
always the best approach. It does cost, and costs add up. But when
it comes to all the government rules involved in employees and
payroll, there is no better expenditure of your money than payroll
software. It means three things:
It’s
simple for you to stay compliant
You
can pay your employees efficiently
You
file all your state, government, and IRS forms perfectly
We’ve tested
several payroll platforms, including <a href="https://onpay.com/">OnPay</a>,
<a href="https://www.surepayroll.com/">SurePayroll</a>, <a
href="https://gusto.com/">Gusto</a>,
And <a href="https://quickbooks.intuit.com/payroll/">Intuit

QuickBooks</a>. All are excellent
choices, and the first three are ideal for a smaller company, while
Intuit’s payroll service is better for larger companies.
Here’s
a summary analysis that addresses Act On It! needs:
Learn more:
<a href="https://www.nerdwallet.com/article/small-business/payroll-software-for-
small-business">Best
Payroll Software for Small Businesses, by Steve Nicastro of
NerdWallet</a>
<a href="https://www.business.org/finance/accounting/best-payroll-software/">2020’s
Best Payroll Software for Small Businesses, By Kylie McQuarrie of
Business.org</a>
If you are brave

enough to DIY
You will save money

by doing payroll yourself, of course. If you wish to, there are
mountains of rules for before hiring, during hiring, and after hiring
employees. (Perhaps there are rules for the afterlife as well, we
don’t know:)
So here is a guide
to…
Ensure you follow federal and state regulations
Join the IRS Payment System

You have your
business identification number (EIN), but you also need to join the
IRS <a href="https://www.eftps.gov/eftps/">Electronic
Federal Tax Payment System (EFTPS).</a>
You will need to

deposit employment taxes from employee withholding and from your
business using this EFTPS system.
Maintain accurate tax records
You are legally

required to keep proper tax records for four years. It’s
important that you keep them safe, secure and easily accessible.
Your FreshBooks
software we recommended in Step XX
will help you monitor the financial and tax status of your
business in real-time – for example, by keeping track of
deductible expenses.
Keep track of withholding taxes
The IRS needs to

know the yearly income for each of your employees. So your company is
required to withhold money from each employee’s paycheck
(withholding tax) to ensure that your employees can pay their taxes
at the end of the financial year.
Employee onboarding checklist
Collect this
information from your new employee, and they are good to go:
Social
Security number
This
number confirms that your employee is who they say they are.
Home
address
Your
worker’s address verifies their identity and is also used to
calculate any local taxes.
Date
of birth
The
date of birth is one more piece of information that helps you confirm
your employee’s identity.
Bank
account information for direct deposit
Direct
deposit is a way of electronically transferring your employee’s
wages to their bank account. You’ll need their routing and
account numbers in order to make the transaction work.
Signed
copy of the <a href="https://www.irs.gov/pub/irs-pdf/fw4.pdf">W-4
form</a>
This
form is used to calculate how much federal income tax you need to
withhold from your employee’s paycheck.
Signed
copy of the <a href="https://www.uscis.gov/i-9">I-9
form</a>
The
I-9 confirms that your new hire can legally work in the US. Once you
fill it out, you’ll also need to review the documents that
prove your employee can work in this country. The form includes a
handy list of acceptable documents.
Important IRS-related dates
(Again, all of this

is handled by the software…hint, hint…but these are the
dates you need to be taking actions on)
By 31 January
You need to send a

W-2 form for each employee to the IRS. This includes state taxes and
– depending on the state where your employees are located –
you may be required to withhold state income taxes. Here’s the
<a href="https://www.irs.gov/pub/irs-pdf/fw2.pdf">detail</a>
you need.
By the end of February
A copy of all your

W-2 forms must be sent to the Social Security Administration as well.
They use it to calculate the employee’s wages for the previous
calendar year. Here’s the <a
href="https://www.ssa.gov/employer/critical.htm">detail</a>
you need.
Within 20 days of hiring a new employee

You need to contact
your state’s New Hire Reporting Program. The state will match
new hire reports against other public records to ensure the accurate
payment of public assistance, such as food stamps and Medicaid. Find
your state’s program <a href="https://www.acf.hhs.gov/css/resource/state-new-hire-
reporting-websites">here</a>.
During the calendar year
You must also file

IRS Form 940, the annual Federal
Unemployment Tax Act
(FUTA). This tax form provides funds for paying unemployment
compensation to workers who have lost their jobs. You must file if…
You
paid wages of $1,500 or more in any quarter, or
An
employee worked 20+ different weeks of the year
Obtain and display posters about employee rights

Every business with
employees must have these federal workplace posters displayed in a
place where employees gather (like a break room). Find these posters
at:
<a href="https://www.dol.gov/agencies/whd/posters/fmla">Family
and Medical Leave Act</a>
(if 50 or more employees)
<a href="https://www.osha.gov/Publications/poster.html">OSHA
(Occupational Safety and Health Act)</a>
<a href="https://www.dol.gov/agencies/whd/posters/flsa">Fair
Labor Standards Act</a>
<a href="https://www.dol.gov/agencies/whd/posters/section-14c">Notices
to Workers with Disabilities Act/Special Minimum Wage</a>
<a href="https://www.dol.gov/agencies/whd/posters/employee-polygraph-
protection-act">Employee
Polygraph Protection Act</a>
The Department of
Labor has additional info at: <a
href="https://webapps.dol.gov/elaws/posters.htm">eLaws
poster advisor</a>
State employer registration
Seven states do not

levy income tax: Alaska, Florida, Nevada, South Dakota, Texas,
Washington, and Wyoming.
In all other states,

you will need to deduct these taxes from employee paychecks and send
the withheld taxes to the appropriate state agency.
Find your state’s

taxing agency <a href="https://www.taxadmin.org/state-tax-agencies">here</a>
to learn how to register as an employer in the state, obtain the
proper withholding forms and requirements for reporting and paying
withheld amounts.
State unemployment tax
You may also need to

register with your state's labor department to pay state unemployment
taxes. Payments are based on the number of employees and your state’s
assessment of comparable businesses.
Find your state’s

labor department <a
href="https://www.dol.gov/agencies/whd/state/contacts">here</a>.
Obtain workers’ compensation insurance
You are required to

have workers compensation insurance which you can obtain from your
choice of:
A
private provider.
Self-insurance—you
set aside money to cover payments to employees
Your
state’s workers’ compensation insurance program
For more
information, contact your <a
href="https://www.dol.gov/owcp/dfec/regs/compliance/wc.htm">state's
worker's compensation agency</a>.
COVID-19 resources
Gusto has assembled

a resource with changes to state small-business taxes and the
Paycheck Protection Program (should it be return). See <a
href="https://covidresources.gusto.com/">here</a>.
Keep a file for each employee
Keep up-to-date and

accurate records for all employees to figure out pay and
entitlements. Each employee’s file should include:
Full
name, address, contact details
Emergency
contact details
A
signed copy of their employment contract
Tax
details
Preferred
payment method and details
Other
important information about them
Create an electronic
version of this file and back it up in the cloud. These records must
be kept for at least seven years.
Your Employee Handbook
You should have a

handbook with policies and procedures. All employees should receive a
copy, and sign that they have read and understood it. This becomes a
legally binding document for both you and your employees. It can help
prevent disgruntled employees and possible lawsuits.
Reward excellent work to retain talent

Don’t forget
to think about how you will retain and reward excellent work. There
are many ways to do this other than salary and wages, for example
incentives and non-financial rewards.
Remember that your

employees are your company’s most valuable asset. Good people
are hard to find. And hiring can be time consuming and expensive.
If you get the

process right, you’ll ensure you hire the right people. And if
you look after your employees, they’ll stay with you longer and
your business will perform better.
<a name="_vgdtq7"></a>
3.12 OBTAIN THE CAPITAL YOU NEED TO SUCCEED
Obtain
The Capital You Need To Succeed
Being properly financed—having the

working capital you need to execute on your business plan—that’s
often the highest hurdle to clear for a startup. So here we clear it!
Determining Your Needs
You
will not need a lot of cash to run your Act On It!
business, but as you grow
you may want or need financing to help you succeed.
Types of Financing
Big Picture View of Financing Options
Financing Types
Loan Amounts
Interest Rates
Repayment Terms
Turnaround Time
Credit Criteria
SBA Loans
$50,000 -$5 million
6% – 13%
5 – 25 years
30 days – 6 months
Usually requires a minimum business credit

score (FICO SBSS)
Traditional Bank Loans
$250,000 +
5% – 10%
1 – 20 years
2 – 4 months
Requires strong personal and/or business

credit scores
Online Loans
$25,000 – $500,000
7% – 30%
1 – 5 years
2 – 7 days
Less important, but still a main factor
Micro-Loans
$500 – $50,000
8% – 15%
1 -5 years
1 – 3+ months
Less important, but still a main factor
Merchant Cash Advance
$200 – $250,000
15% – 150%
3 – 12 months
1 – 7 days
Not required
Cash Flow Loans
$200 – $100,000
25% – 90%
6 – 12 months
Minutes – 3 days
Less important, but still a factor
Business Credit Cards
$250 – $25,000
13% 25%
30 days
1 – 3 weeks
Personal and/or business credit are a main

factor.
Vendor Financing
$1,000 -$100,000
0 – 36%
10 – 120 days
Hours to weeks
Usually requires good business credit scores
Breaking it down, there are two really main

types of financing :
Debt financing
Borrowing
money and repaying over a period of time, usually with interest. The
lender does not gain an ownership interest in your business. The
loan is usually secured by your company assets and your personal
guarantee.
There’s
short- and long-term debt financing:
Short—can
be in the form of an overdraft, a letter of credit, or a loan
payable in less than one year. This kind of financing gets you quick
liquidity to handle a short-term need or jump on an opportunity. It
comes with higher interest rates.
Long—can
be in the form of a loan payable over years, and it an provide
long-term stability for your company.
Sources:
Banks, Savings & Loans, Credit Unions
Commercial finance companies
SBA-guaranteed loans
State and local government programs
Family, friends, and associates
Equity financing
Raising
money in exchange for a share of ownership in your business. Allows
you to obtain funds without taking on debt or having to repay by a
set date.
Sources:
Friends & Relatives

Customers & Industry Colleagues
Angel and Venture Capital Investors
Government Loans
The
Small Business Administration offers a variety of loan programs,
including:
SBA’s General Small Business Loans Program
The
7(a) General Small Business Loans Program is SBA’s most common
loan program. This loan program includes financial help for
businesses with special requirements.
SBA
provides this type of loans to businesses and not to individuals
The
loan proceeds can be used to:
Set
up a new business
Assist
in the acquisition, operation, or expansion of an existing business
The
loan repayment period varies from seven to 25 years
The
maximum loan amount under 7(a) is $5 million
The
specific terms of fees, interest rates, and percentage of guarantee
for an SBA loan are negotiated between a borrower and an SBA-approved
lender.
For
further information: <a href="http://www.sba.gov/category/navigation-
structure/loans-grants/small-business-loans/sba-loan-programs/7a-loan-
program">SBA’s
7(a) Loans Program</a>
SBA’s Business Development Program
The
8(a) Business Development Program helps small, disadvantaged
businesses compete in the marketplace. It offers assistance to firms
that are owned and controlled at least 51% by socially and
economically disadvantaged individuals.
Helps
firms owned and controlled at least 51% by socially and economically
disadvantaged individuals
Participation
in the program is divided into two phases over nine years:
A
four-year developmental stage
A
five-year transition stage
Participants
can receive sole-source contracts, up to a ceiling of:
$4
million for goods and services
$6.5
million for manufacturing
For
further information: <a href="http://www.sba.gov/category/navigation-
structure/contracting/contracting-support-small-businesses/8a-business-
developme">SBA’s
8(a) Loans Program</a>
Veterans’ Loans
If you are a veteran or a service-disabled

veteran, you should certify your small business as Veteran-Owned or
Service-Disabled Veteran-Owned. The SBA has 16 resource centers
around the country that provide services such as mentoring, training,
business preparation and exclusively for veterans. As a veteran, you
may qualify for Government contracting.
For further information: <a href="https://www.sba.gov/federal-

contracting/contracting-assistance-programs/service-disabled-veteran-owned-small-
businesses-program">SBA’s
Veteran Loan Assitance Programs</a>
Grants
Other than loans, grants can help you in

financing your startup business. Grants don’t require you to
pay them back, but qualifying for a grant can be a little difficult.
You can get grants from SBA and other sources, like nonprofit
philanthropic organizations.
You have to align your business with the

mission of such granting authorities. Once you have identified such
an organization, you have to write a solid proposal. Some of the
grants that might be available to you are grants from state and local
agencies, Federal funding for specific missions, opportunity fund,
amber grants, and love a local business grants.
For further information: <a href="about:blank">SBA’s

Loan and Grants Search Tool</a>
Venture Capital
Venture
capital investments are generally made as cash in exchange for shares
and play an active role in the company invested in.
Going
for venture capital investments in your business has its own pros and
cons.
The
good thing about it is that venture capital, which you can raise, is
money that you can keep. You don’t need to repay or take
account of interest rates. You don’t need to attach collateral
for raising venture capital. It can help your business grow quickly.
Venture capital funding is generally committed and long term.
The
flip side is that in return for the capital investment, the venture
capitalist would own a stake in your business and might at times,
depending upon the amount of investment, make controlling decisions.
So, raising venture capital amounts to giving up a share in your
business. It can be a cumbersome and lengthy process for you to find
a suitable venture capitalist that is willing to invest in your
business.
Angel Investors
Business
“angels” are high-net-worth individual investors who seek
high returns through private investments in startup companies.
Private investors generally are a diverse and dispersed population
who made their wealth through a variety of sources. But the typical
business angels are often former entrepreneurs or executives who
cashed out and retired early from ventures that they started and grew
into successful businesses.
These
self-made investors share many common characteristics:
They
seek companies with high growth potentials, strong management teams,
and solid business plans to aid the angels in assessing the company’s
value. (Many seed or startups may not have a fully developed
management team, but have identified key positions)
They
typically invest in ventures involved in industries or technologies
with which they are personally familiar.
They
often co-invest with trusted friends and business associates. In
these situations, there is usually one influential lead investor
(“archangel”) whose judgment is trusted by the rest of
the group of angels.
Because
of their business experience, many angels invest more than their
money.
They
also seek active involvement in the business, such as consulting and
mentoring the entrepreneurs. They often take bigger risks or accept
lower rewards when they are attracted to the non-financial
characteristics of an entrepreneur’s proposal
Advantages
and disadvantages.
One
of the advantages is that angel investors may provide you the needed
capital right at the startup stage of your business. They generally
agree to flexible investment agreement terms compared to traditional
sources of funding. Angel investors, often successful entrepreneurs
themselves, add business acumen to your venture. They may agree to
invest in your business, even if it is a risky venture, if they like
your idea. Angel investors are often ready to look beyond mere
financial return.
On
the other hand, angel investors generally are not ready to make
follow-up investments. They can be costly at times and want higher
returns on their investment. An angel investor may often want to be
involved in the decision-making process of your business and you may
virtually lose control. It can be a difficult step to find out angel
investors as they usually operate behind-the-scenes.
Your Own Sources
Note
we put these last. Ideally you can launch and finance your business
using OPM—Other People’s Money. That doesn’t mean
you’re stingy or taking advantage. Just the opposite. It
means you have convinced others in the value of your company, while
holding onto your savings—which is always that best way to go.
However,
there may come a time when you cannot obtain external financing and
you believe wholeheartedly in your business prospects, that you will
decide to draw on your own resources:
Tap Your Retirement Account
The
benefit is that by rolling over your retirement account into
financing your business, you can avoid taxation on your retirement
funds. Another benefit is that without bothering about your credit
history, you can get access to necessary funds for your small
business venture.
The
main drawback of using your retirement account to finance your
business is that you are putting your life savings at risk. If the
business fails to perform at the expected level, then you will lose
your livelihood as well as your savings.
Use a Credit Card
This
is some serious risky business. Fall behind on your payment and your
credit score gets whacked. Pay just the minimum each month and you
could create a hole you'll never get out of. However, used
responsibly, a credit card can get you out of the occasional jam and
even extend your accounts payable period to shore up your cash flow.
Take a Reverse Mortgage or Home Equity Loan
If
you are above 62, you can avail yourself of reverse mortgages. It is
a way of converting the equity in your house into cash. The lender
will pay you the cash, which you don’t need to pay back as long
as you are occupying the property. The cash needs to be repaid only
in case of your death, or if you choose to sell or vacate your
property.
Home
equity loans are funds that you can obtain through an encashment of
your equity in the property that you live in. Unlike reverse
mortgages, there is no specific age at which you qualify for a home
equity loan. However, for this source of financing, you need to make
regular repayments.
The
proceeds from a reverse mortgage or home equity loan are something
that you can use to finance your small business.
Financing approval factors

Now
that you understand a bit about what each financing type has to
offer, what they might cost, and what will be required of you, you
can go into the application process better prepared. This will help
increase your chances of being <a href="https://www.nav.com/small-business-
loans/">approved
for a small business loan</a>. In
addition to education, however, there will be documentation. The
lender may ask for a number of items, but the big three that seem to
matter most include:
Credit History
When a small business requests a loan, the

first things a lender looks at is personal and business credit
history. So, make sure you have as good a credit history as possible.
Well in advance of seeking a loan, get your

personal credit report from TransUnion, Equifax, or Experian. You
may find errors, and it can take weeks for errors to be corrected.
It is up to you to see that the corrections are made. <a
href="https://www.consumer.ftc.gov/articles/0151-disputing-errors-credit-
reports">Here’s
how</a>.
Time in business.
Not
long, right? But yes, banks do like to see documentation showing two
years of knowing your way in your industry. If you don’t have
this history, banks will often ask you to pledge your personal assets
as collateral. Or they will ask for sales projections, outstanding
invoices, or plans for growth. Banks aren’t risk takers, so
this is a difficult hurdle for startups.
Cash flow
Lenders
want to see payments coming in, and spending going out, to see how
much money you have to repay the debt. Healthy cash flow can be
demonstrated with cash flow reports, financial statements, and even
tax returns. Use every available report that signals to the lender
that you are creditworthy.
Paperwork Needed to Seek Financing
We
will help you assemble the docs any lender or financial partner will
require—and it must be done before you apply, of course!
Below
are the most commonly requested items by lenders, and it’s good
to have them all prepared in a packet. If the lender doesn’t
want them all, that’s okay. Providing more information than
needed is always a good thing in seeking capital.
Your
business name (or your DBA if you are using one)
Your
Federal Tax ID
Your
legal structure (LLC? S Corp? C Corp?)
Articles
of incorporation, relevant licenses, and application certifications
Your
personal tax returns
Your
business tax returns
Last
six months of business bank statements
PLUS…
Your
Business Plan
Current
Revenue
Financial
projections
Debts
outstanding
For
the first seven items, scan them all into a well-organized PDF with a
single title page between each item.
For
the Business Plan, we’ve made the process as simple as
possible:
Open
up the template below—it is a “Business Plan Mostly
Completed For You” by the Act On It! Wizard.
Fill
in the fields we’ve left open for you, and edit the fields
only you can answer
Proof
it twice for booboos, or ways to make every section crisper and
clearer.
Have
someone else proofread it.
Then
when it’s ready, print or turn into a PDF and mail or email to
your audience.
<a name="_3fg1ce0"></a>
Okay,
here it is—have fun!
***Your Business Plan
Template
How Much Financing Do You Need?
A
lender may also ask for detailed on your use of funds. Make a list of
uses, and be specific.
Are
these funds for working capital? For expanding your operations? For
hiring new employees to meet growing demand? For refinancing a loan?
For purchasing inventory? For purchasing equipment?
Figure
out exactly how much you need to borrow, and how long you need to pay
it back.
Do Your Homework On Lenders
Traditional
banks are the safest lenders, as they are regulated by th FDIC. But
they are also the most rigid and difficult—as they saying goes,
they’ll only lend to you if you don’t need it.
Online
bankers are less regulated, which is good and bad. Good because they
can be more open-minded, more innovative in their lending and terms.
Bad because there are caveat emptor situations and some bad apples
out doing business in plain sight.
Be clear on terms,
rates, and fees…
What
is the interest rate on the loan?
Will
the rate vary over time?
What’s
the APR—the real cost of funds?
Do
you need security or collateral?
How
often are payments required?
Can
the lender call a default on the loan?
Are
there limits on your use of funds?
Can
you pre-pay early without penalty?
Recognize
that lenders are experts at hidden fees. You need to be scrupulous
in reviewing your terms and watching out for hidden origination fees,
underwriting fees, admin fees, processing fees and others that can
steal away 3% to 5% of your loan principle. So if you borrow
$50,000, for example, be sure you receive $50,000.
So
do your research when shopping for a loan is always a good idea.
You’ll find good bank reviews at <a
href="https://www.trustpilot.com/">Trustpilot</a>.
3.13
MICRONICHE CROWDFUNDING CAMPAIGNS
Crowdfunding, as you surely know, is people

deciding to network and pool their money and resources to support an
often-amazing new business. If you are well-connected and have a
network of friends and colleagues, a crowdfunding campaign may be an
excellent way to raise capital.
Generally,
it works best for Wow! Products like 3D-printable clothing, virtual
reality headsets, video doorbells and the like. Less so for a company
modeled on Act On It!
That doesn’t mean it can’t work, and very profitably, if
you can tell a compelling story about the microniche solutions you
offer.
That will be our focus here.
Your Successful Campaign Begins with a Fundable

Product
You
want to prepare a functioning prototype of your product—something
that is tangible and can be presented as a clearly unique and
fascinating improvement over what exists now.
128a?
The
product does not need to be completed—in fact, your future
backers are counting on getting involved early-stage and helping you
fund completion of the product.
Examples?
See Cfund sites?
You Next Select a Crowdfunding Platform
You should avoid the major platforms like

Kickstarter or Indiegogo. They are well-established and feature big
product-focused campaigns. Focus instead on niche crowdfunding
platforms—for there is where people with your similar interests
will be tuning in.
Here
are the platforms that are working for entrepreneurs like you. There
are others, but these are the main ones. Select one that feels best
for you based on:
How
well does it target your microniche?
How
favorable are the business terms?
NICHE STARTUPS
<a href="http://www.fundable.com/">Fundable</a>
Focuses
on early stage companies with both products and services—so a
good potential for a fit. You can offer your backers either rewards
or equity, but not both.
<a href="http://www.seedinvest.com/">SeedInvest</a>
The
founders are investors themselves, and their support team has
overseen billions in private investments. Their vetting process is
thorough, You'll need a first-rate proposal and expect it to take
time before your project is green-lighted.
NICHE ARTISTS
<a href="https://www.seedandspark.com/">Seed
& Spark</a>
It’s
a movie-and-TV focused platform and backers subscribe to the platform
itself as well as individual creators' offerings—making them
more engaged. Over $12 million has been raised to fund over 900
shows, with an 85% campaign success rate.
<a href="http://www.pozible.com/">Pozible</a>
An Australian
platform that focuses on idea-based initiatives such as environmental
and social causes, film productions, arts and theater, publishing,
and music. It’s low cost and includes access to their
Ambassador Network of successful project creators who offer expertise
and advice.
<a href="http://www.slated.com/">Slated</a>
Filmmakers submit
projects for free, and investment agreements are made between users,
without Slate's direct involvement. Access a community of wealthy
investors, plus sales agents and distributors.
NICHE DONORS
<a href="https://www.patreon.com/">Patreon</a>
Part
crowdfund, part membership club where you can ask people to give you
monthly support on an on-going basis. If you put out a regular
product, like training videos or books, Patreon is a great choice.
NICHE TECHNOLOGY
<a href="https://www.crowdsupply.com/launch">CrowdSupply</a>
Focuses
on funding computer hardware startups. The average amount raised is
$66,000 with an impressive 70% success rate.
<a href="https://selfstarter.us/">SelfStarter</a>
The
platform for D-I-Y coders. If Ruby on Rails and Heroku are familiar
tools, you can build your own crowdfunding campaign here, to host on
your own site. It's open source and free to use. No commissions!
<a href="http://www.techmoola.com/">Techmoola</a>
Like
CrowdSupply, it focuses on tech projects like 3D printing, clean
tech, electronic, software, biotech. This is a big-money site, with
the average campaign pulling in $200,000 to $400,000.
NICHE RESEARCH
<a href="https://experiment.com/">Experiment</a>
Funds
academic research projects, from biology to political science. Most
goals are modest, $1,000 to $5,000. But over $8 million has been
raised, on 845 projects.
NICHE REAL ESTATE
<a href="https://www.fundthatflip.com/">FundThatFlip</a>
Get
quick cash to remodel and resell homes. Investors put in a minimum of
$5,000. FundThatFlip promises a five-minute application process and
seven-day approvals.
NICHE CAUSES
<a href="https://fundly.com/">Fundly</a>
Helpful
guides and tutorials are sent to you at each step of the campaign
which must have a video and a photo gallery. You keep what you
raises; no minimums required.
<a href="https://www.womenyoushouldfund.com/">Women
You Should Fund</a>
A
platform fighting back against a male-dominated venture capital
industry. Many campaigns have a social mission, such as ending
domestic violence. But there are straight-ahead business startups, as
well.
<a href="http://www.causes.com/">Causes.com</a>
You must be a
registered as a nonprofit 501c3 or 501c4 to fundraise here. But the
platform charges no commission, only a 4% transaction fee—making
it one of the least expensive platforms. And you don’t have to
meet a set goal; you keep what you raise.

<a href="https://www.gofundme.com/c/youcaring">GoFundMe</a>
Supports
both fundraisers and nonprofits, you can setup your campaign in just
minutes, and it only charges a low transaction fee.
Having
selected a platform most suited to your needs, you next…
Set Your Campaign Goals

What’s
the bare minimum amount of money you need to make your idea a
reality? Stick to that number. It’s always tempting to inflate
your final figure. But if you get greedy, you risk setting off
warning bells for potential backers. Besides, if people love your
campaign, you will almost certainly raise more than your fundraising
goal.
Devise A Creative Promotion Strategy
Use
the tools in MARKETING
to promote your campaign. And in doing
so, aim for as “wild and crazy” as you can. Crowdfunding
works best when the product is a genuinely fascinating and creatively
promoted. It has to trigger an “Aha!” moment in people,
a sense that a problem they themselves were wrestling with has
finally been solved by someone very creative and interesting. That’s
your step here!
Highlights
of your marketing campaign:
Calendaring
of email blasts, website promotion, social media posts, even flyers.
Contacting
business vendors to request help with promotion (and a donation).
Networking
in your microniche community to spread the word.
Advertising
on Facebook to highly targeted supports to build buzz
Alerting
microniche media to your campaign
Tell a Compelling Story
Each
crowdfunding platform will present your product a little differently,
so you must study other presentations on your chosen platform for
format and layout. But basically, you have a few seconds to grab
someone’s attention—what will you do?
Photos
and video are eye magnets—the first thing each visitor sees.
Make your photos (1-3) and ideally your video (ideally :30 to :45
tops) genuinely eye-catching.
Support
your visuals with a headline that summarizes the problem you're
trying to solve and the solution you're proposing in a fascinating
way. Spend 80% of your time on this step, because it easily
contributes 80% of your success.
You
have 200-300 words to tell your whole story. So, think of writing a
speech that you will give, a speech in which every word connects
with your core audience, in their language, so they feel the
connection in their hearts, not just in their minds.
Illustrate
your story with testimonials that demonstrate the impact you can
make.
Highlight
your brand clearly using your logo, your color scheme, and other key
messaging elements so that visitors will know who they're
supporting.
Aim
for an elegant page design, a professional prototype, and a big
welcoming feel. Let your personality shine through—people
want to support people, not faceless companies.
Be
transparent. Backers are interested in the “how” so
pull back the curtain, give them a peek behind the scenes. Tell them
how each dollar will be spent, let them know you will be updating
them, inviting them to virtual launch parties. Treat them like
friends, for they will be.
You
want to
offer people a variety of giving levels, from as little as $1 to
$500 and beyond. Describe how each higher amount helps in an even
greater way, to encourage higher contributions. Also recognize that
a $1 gift might not help much, and that individual might give more
down the road.
Give
rewards to your donors that match their contribution level. Feel
free to get creative, but make sure you’re offering real
value.
Send
an immediate thank-you email to donors right after they make a gift.
In that email, don't be shy in asking them to tell others, and
spread the word in social media.
Email
your donors with an update every few weeks, updating them on the
totals you’ve raised and asking them for additional financial
help if they can.
Listen
carefully to feedback you receive from your backers. They will know
best if your product should be tweaked or features added—they
are your market!
Respond
to every email, comment, and social media mention with genuine caring
and gratitude—for these are the people who’ve raised
their hand for you. The best people!
Learn More:
<a href="https://enventyspartners.com/blog/how-much-does-it-cost-to-run-a-
crowdfunding-campaign/">How
Much Does it Cost to Run Crowdfunding Campaigns?, by Enventys
Partners</a>
Further Support:
Running a
crowdfunding campaign can be a big undertaking. Choosing to bring in
a specialist to help you can be a good idea, if you have a project
that justifies the rather substantial expense of a crowdfundintg
expert. Two partners to consider:
<a href="https://enventyspartners.com/">Enventys
Partners</a>
<a href="https://www.rainfactory.com/">Rain
Factory</a>
<a name="_1ulbmlt"></a>
ACT ON IT! 4 – AND LET
YOUR TALENT CASCADE BEGIN
[graphic shows each

of the steps in the 5-step cascade we put on our album cover]
, which we should
have used 1-3x by now probably]
FOCUS:
We already launched your website—which is the first
spear in your marketing thrust. Now we will build on it, step by
step, reducing mountains of strategies and procedures and checklists
down into a simple cascade of logical next steps, and each of those
steps practically automated for you.
We know that
marketing can be—even if you’re a marketer by trade—a
confusing and complex, sometimes intimidating and other times
infuriating undertaking, like reaching into a bucket of bees.
It’s made
tougher by all you see out there. It seems that everyone and their
uncle is selling something online, trying to lure in visitors. So
how can you break through all that noise and win the hearts
and minds of your microniche of people?
You do it with
strategic marketing—not trying to go instantly viral, or slam a
product down someone’s throat, but by connecting at a core
problem/solution level with people looking for
just the solutions, advice, and transformation you deliver.
Strategic
marketing is not about racking up “Likes” or “Page
Views.” It’s about you resonating in marketplace,
standing out, becoming a more powerful influence, ultimately enjoying
all the freedoms and prosperity you seek.
If you hired a guru,

you would get…
A
plan that promises 30-40 new booked appointments on your calendar
every month GUARANTEED.
<a name="_4ekz59m"></a>
A
plan to create a consistent flow of new clients every month using
high-converting campaigns on social media that net you NEW CLIENTS
EVERY MONTH.
A
plan to engage your existing and past clients with powerful
recurring sales strategies to increase their lifetime customer value
DRIVE PROFIT.
An
audit plan—poring over your prospecting and sales process and
optimize it in every step to boost your conversions, and SCALE YOUR
BUSINESS.
Plan, plan, plan…and

you still have to execute and it sounds easy until you get into it
and quickly get lost in the weeds. So we won’t be doing much
planning—we’ve already done that. We’ll be
executing, and the next step in our execution is…
<a name="_2tq9fhf"></a>
4.1 LAUNCH YOUR MARKETING CAMPAIGN
<a name="_18vjpp8"></a>√ 4.1

Set A Launch Date
With a business like

Act On It!, the idea of having an “official
launch” with ribbon cuttings and marching bands and big
speeches from the podium are, well, old school. A soft launch is
what’s needed so that when your business starts getting
noticed, it’s also fully charged and looking impressive.
For your soft

launch…
<a name="_3sv78d1"></a>√ 4.2

Produce Your Basic Marketing Materials
You have already

setup your website, and you will be building out some more impressive
marketing capabilities in the days ahead. Right now you need to get
some “basics” done:
4.2.1 Your Press Release
Issuing a press
release is considered a valuable step in launching your website, and
you should definitely do it, but don’t expect much from it.
Press releases are

all done online, and most are handled by two distributors who shoot
out your release to thousands of news outlets. Sounds convenient,
and it is. Except for the two drawbacks: They are expensive, and
they seldom deliver results.
There are so many

press releases zipping around the Internet that you won’t
likely get any pickup, unless you have something truly newsworthy to
say. If you’re into fish and you landed a live coelacanth,
then yes—you will get pickup. Lots.
Otherwise, unlikely.
But if you still want to pay handsomely for a press releases
distributor who will shoot the news of your business out across the
web, then see:
<a href="https://www.prnewswire.com/">PR
News Wire</a>
<a href="http://shop.prsyndication.com/">PR
Syndication</a>
It’s generally
wiser to save the money and do the legwork yourself. There are only
a handful of news outlets covering your microniche. Contact them
directly with your story. They will welcome you, because you are
moving into an authority position in the microniche that interests
them!
Begin with your…
Goals and Objectives
To secure the
stronges possible position in your microniche, you need to brief
media and influencers and begin sharing news and thought leadership
with the people you are counting on to be your client base.
This leads to your…
Three Public Relations Needs

A
solid message and story
Development
and execution of a cohesive, measureable PR plan that moves you from
innovative newcomer to the go-to source for information and
solutions
Drive
awareness and adoption of your offered solutions
To fulfill this
needs, first spend a few minutes doing a google search for “[your
microniche] news outlets” and see (if you don’t already
know) who is writing, blogging, podcasting, reviewing the newsmakers
in your microniche.
These people are

your targets for your press release. Try getting to know them as
colleagues, beginning with getting their contact information and
sending them your press release.
Here’s your
press release, properly formatted. Just fill in the blank spaces…
Press Release
Template***[half done]
5.2.2 Your Logo
We’ve talked
about the importance of your company and product/service looking
great—that is, appealing to all of the senses as deslightfully
as possible. We know that Apple’s success is about 80% design,
20% product. Other great companies, large and small, recognize the
importance of “nailing the design” so that people view
you as a standout company.
In designing your
website using Site123, you could easily choose among many great
design options to create a superb-looking website. Now we focus on
the elements of design so that:
You
can create your own designs (and go back and swap them into
placeholders you used on your website and elsewhere)
Or
you can properly hire and manage a pro to obtain world-class designs
You want a standout

logo set in the right color palette. To get there, decide first on
the type of logo you want:
Abstract
symbol—something that speaks to your strengths
Think
of Apple’s apple speaking to tech being easy and fun, Nike’s
swoosh speaking to performance, Allstate’s good hands generates
warm feelings of trust.
Logotypes—a
stylized rendering of your company name
Think
of how IBM, Coca Cola and ESPN use fonts that are instantly
distrinctive.
You can of course

use a combination, and probably should. Big companies with big
budgets can imprint their logo in our minds. But smaller companies
can’t. And a symbol on its own is harder to recall than the
symbol with company name.
It’s easy to
create a logo that’s too abstract. People must be able to look
at it and quickly know the feeling you are aiming to convey; once
they can do that, they take one giant step forward in trusting your
company and even beginning to feel loyal to you.
Perhaps the best
book on grabbing people’s attention in a fast paced world is by
the famed Wharton School marketing professor, Jonah Berger. His
book, Contagious: Why Things Catch On, is on our required
reading list.
<a href="https://knowledge.wharton.upenn.edu/article/contagious-jonah-berger-on-
why-things-catch-on/">Contagious:
Why Things Catch On, by Jonah Berger</a>
<a name="_280hiku"></a>
Here’s a summary of Jonah Berger’s recipe for creating a
great logo.
Simplicity—The
easier it is for people to process things, the more we like them. So
best to choose a simple visual that is easy to digest. The fewer
“moving pieces” it has, the better.
Memorability—We
remember things easiest from something another author identied as
MAYA: Most Advanced, Yet Acceptable. We what to see things that are
new to us, but still within our frame of reference. The movie title
“Earth Girls Are Easy” is a crazy example of this. We
know it’s a science fiction movie we’ll like because it’s
grounded in a fun take on human nature. So go for something that’s
easy to recall, MAYA-wise, to help people recall what you stand for.
Remarkability—How
can you slice through all the noise with such precision that people
find themselves talking about it? It’s a cluttered world, we
know that. But every day something remarkable grabs us, and we tell
others about it as soon as we can. Here’s an oddball example:
This yard sign

popped up during the election—it might be political, it might
not, but it sure got the neighbors talking!
Brand
Consistency—Your brand will be an evolving thing, and as it
evolves, just be certain that all of your public-facing
communications all speak in the same voice with the same core message
you want people to remember.
Tested—See
what others think of your logo before calling it complete. Don’t
trust family and friends for this—they love you, they will try
to say the right thing. They may be helpful, but usually cannot be.
Instead use a low-cost testing service to get loads of “independent”
feedback.
Testing
Service Options:
You
Run A Survey
Create
your logo, or a couple of options
Go
to Google Images and find 5-8 logos from less-known companies
similar to yours
Paste
your logo(s) and others on a single page, and print it out
Go
to a busy place and ask strangers to give you feedback on all the
logos (in exchange for a coffeeshop coupon, if you’d like,
since you’ll get better responses)
<a href="https://www.mturk.com/get-started">Amazon’s
Mechanical Turk</a>
Low-cost
Moderate
setup time
Reliable
results
<a name="_n5rssn"></a>Hiring A Logo Designer
Even if you have

artistic talent, and know how to use Photoshop, you may still want to
use a professional designer, because:
They
know how to create your logo in all the formats you’ll need it
They
don’t cost thousands anymore—and you can get great
designers at $35 to $100 an hour
They
bring an important outside perspective—it’s easy to get
“caught in the weeds” of your business and not be able to
present it as clearly as an outsider could present it
The decision to do
it yourself, or hire a designer, is made even easier by the
platforms. Several design platforms feature designers from around
the world (read: inexpensive but talented) who will produce a handful
of quality logo options for you to choose from, for as little as $10.
One caveat: Every designer on these platforms is hungry for work;
some are very good, some not so much. You have to make value
judgements as you go.
Logo
Design Platforms (useful for other designs, as well)
<a href="https://www.fiverr.com/categories/graphics-design/creative-logo-
design">Fiverr</a>
– starting at $10, quality will vary
<a href="https://www.logodesign.net/custom">LogoDesign</a>
– starting at $199, higher quality
<a href="https://99designs.com/pricing">99designs</a>
– starting at $299, well known for higher quality
Once completed, use your logo on everything:
In
your email signature file
On
your letterhead template for all communications
On
swag if you’d like—mugs and caps still work wonders for
saying, “I’m a thriving business and we should be working
together!”
Learn more:
<a href="https://www.wix.com/blog/2018/03/wix-logo-generator-best-way-to-create-
your-own-logo/">Best
Way To Create Your Own Logo</a>
<a href="https://www.wix.com/blog/2019/11/logo-trends-2020">The
9 Logo Trends to Know in 2020</a>
<a href="https://knowledge.wharton.upenn.edu/article/contagious-jonah-berger-on-
why-things-catch-on/">Contagious:
Why Things Catch On, by Jonah Berger</a>
<a name="_375fbgg"></a>4.2.3 Your Business Card
Business cards are

still important—true or false?
Many of us have
stopped using them and for good reasons, such as: there are better
ways to share your company info; to make a statement about wasting
natural resources; with Covid there’s not much hand to hand
activity!
Business cards, like

landlines in your office, have become optional. With many phones you
can beam info to someone you meet. Conferences mosatly use scanners
now. Grabbing someone’s phone and inputting your text is
accepted practice, and it cements a closer relationship because you
can follow up with full contact info on your company later, and you
have a potential SMS marketing window opened up for you.
Still, there is
valuable in having a business card.
It’s a
tangible thing. It says something to you, as well as its recipients.
It says “I’m in business and business is good…and
profitable…so yeah!” Or maybe it doesn’t
speak to you in that voice. Maybe the voice is more serious. That’s
okay.
Point is: It’s

a positive affirmation, and that’s a good thing.
All of the design

ideas and assistance from “Your Logo” can be applied
here…
Card Design
You
are working on a 2 x 3 canvas
Make
your logo the largest element on the card
Include
your slogan on front and/or back (developed for your website)
Include
the essentials:
Full
Name
Your
Title
(Optional;
using President or CEO when you’re a small company can appear
pretentious and off-putting; “Director” or “Partner”
are common titles that work well for professional services companies)
Company
name
Full
address
Email
address
Website
address
Choose
a typeface that’s easy to read.
Use
only one or two colors (from your brand palette)
Fancy Designs
Your cards don’t

have to be boring. If your industry allows for a creative flair, do
it—the extra attention you get will be worth the extra cost!
Use
4-inch-by-7-inch cards that fold over (like a mini-brochure)
Make
your card on plastic stock
Put
a full-bleed photo on front or back of your card
Use
embossed and foil-stamped printing
Use
textured paper (as long as you can still read the words!)
The best cardmakers

allow you to design the card right online, approve the design, and
they ship you the cards. We’ve had great success with local
printers we like to support, also with online printers <a
href="https://www.moo.com/us/">Moo</a>
and <a href="https://www.vistaprint.com/business-cards">VistaPrint</a>.
Of them all for price and service, <a href="https://www.vistaprint.com/business-
cards">VistaPrint</a>
wins.
And of course, once

your box of cards arrive, start sharing them with everyone!
<a name="_1maplo9"></a>4.2.4 Your Act On It!

Materials
Your clients wills

be hiring you because you help solve their problems—pure and
simple. If you can solve their problems with a solution stuffed into
a grocery bag, they’ll be happy…enough. But if your
solution is wrapped up with all the attention that grandma gives for
her first grandchild’s Christmas gifts, your client will think
better of your solution.
Packaging is very
important. The look and feel of your “fulfillment materials,”
as these are known, sends a strong message about who you are. People
read a lot into packaging. Think about it…
How would you grade

these two presentations on a scale of 1 to 10:
Fullment
Package A
In
your mailbox you find something delivered regular mail, but you’re
not sure what because it’s been a couple weeks since you
ordered anything. It’s in a manila envelope, inside of which
is bubble wrap covering a book that’s softbound with a bland
two-color cover, and slid into the book is a folded form letter to
“Dear Sir or Madam” thanking you for signing-up!
Fullment
Package B
At
your doorstep from the UPS man you find a black shipping box with a
cool logo on one white sticker and your addressing on another white
sticker, and you remember the logo from an order you just placed.
Inside on top is a cover letter, flat no folded, addressed to you and
telling you all about an exciting program that’s about to be
unfolded. Below the letter, nested in a thin cardboard casing, is a
hardbound book with a powerful headline and artwork on the cover,
practically shouting “You are going to love me!”
How did you rate the

two presentations?
Of course there’s
a cost difference in the two options. But now think about costs…
Fullment
Package A
Mailing
box $0.40
Regular
mail postage $2.80
Manila
envelope $0.15
Bubble
wrap $0.20
Softbound
book 100 pages $5.40
Single
page letter $0.05

TOTAL $9.00
Fullment
Package B
Specialty
shipping box $6.00
UPS
delivery $12.00
Two
white stickers $0.10
Single
page letter $0.05
Cardboard
casing $5.50
Hardbound
book 100 pages $18.50

TOTAL $42.15
Fulfilling with
So if your clients
are valuable to you… If keeping them for months or years is
your goal… If sending them a message that you are running a
first-class operation and working with you is going to be a delight…
Then isn’t an investment of an addition $33 upfront worth it?
And then you can

look at costs from there. A hardbound book might never be right for
your product/service, so the difference between a cheap A and fancy B
delivery is just $20.
When we get to
ACTION STEP 7—the delivery of your actual product/service to
customers—you’ll gain even more insights into how best to
package your product/service in fulfillment. For now, you have the
case for making it look uptown!
4.2.5 Your Signage
You probably won’t

need a sign outside your door. But maybe you’ll have an office
in a local building. Or maybe a storefront. We have not focused on
“stores,” but here’s the key steps for adding a
public-facing sign to your business:
In recent years, a
host of new signage materials has emerged to provide more variety and
individuality. This also means it’s harder to choose among all
the possibilities, which include neon, plastic, metal, wood, and
more.
Sign
placement
Options
include a free-standing sign, a wall sign, a projecting sign, or a
roof sign.
Signage
laws
Local
zoning laws can be very precise about signage, sizing, colors,
locations.
Visibility
Where
are people seeing the sign coming from; how big does the sign have to
be; how large the lettering; is lighting required?
Materials
Outside
signs must be designed to withstand weather; insider signs can be
less sturdy but still must resist tampering and mischief. Signs must
be securely installed.
Contents
The
fewer the words the better. You company logo and name may be enough.
An enticing slogan is valuable if your sign size can be large enough.
Adding your website in smaller-sized lettering can be helpful.
Doublecheck your design and words before ordering the sign to be
made. A little booboo could be costly.
<a name="_46ad4c2"></a>
4.2 LAY OUT YOUR CONTENT CALENDAR
Lay Out Your Content

Calendar
<a name="_2lfnejv"></a>
We are creating a calendar to keep track of your content—when
to create it, publish it, refine it and boost it—so that your
content converts viewers into clients.
As we’ve done
before, you’ll need only two tabs open in your browser to run
all your content creation:
***Tab
1 for ActOnIt! Asana – All the info you need to create your
content—the how and the when—lives here in.
***Tab
2 for ActOnIt! G Suite – Here you’ll find Your
Content Calendar all setup so you always know what to do next.
And sitting right next to your calendar are Your Content Templates
so you can jump right into the writing when the calendar says to.
Why you should value Your Content Calendar
To
ensure you’re creating a variety of content, not just a steady
output
To
plan around key events in your industry, and seasonal events
To
delegate specific steps to members of the team, with deadlines.
To
see ahead, so content creation isn’t always a last-minute rush
You want to map out

the month ahead, and if you’re ambitious, roughly map out the
year ahead. This lets you begin organizing your content around
important dates and business milestones. We
have already started your Calendar for you. You will see:
A
suggested publishing schedule***
Key
news dates for the year ahead***
What
else?***
Here is a Quick
Tour of your calendar, so you can make great use of it:
How Your Giant Content Calendar is organized for

you
It’s organized
around each piece of content you produce, so that for each piece you
will have all 10 items of information you need to create it, publish
it, and track it.
Tracking Code
To keep track of all
your content, simply.
Start / Publish
Date
Two dates side by
side – when you need to begin the content and when it needs to
be sent out. Give yourself 2-3 days lead time on articles, 2 weeks on
videos and more complex productions.
Author
Will you be
writing/producing/designing this content, or will another member of
the team, or a freelancer?
A descriptive
summary of your content, ideally the headline.
Type 
The format of the

content:
Blog / Email /
Infographic / Presentation / Video / Podcast
Theme
A sentence
describing the content and approach you’ll take, to set it
apart from other content you’ve produced and to guide you when
it comes time to produce it. Write this in terms of delivering a
solution to a client problem.
CTA / LP
What is the Call to
Action and Landing Page address? That is, what will your audience be
asked to do, and where do you want them to click to? Is it a hard
offer to buy, or a soft offer to learn more, or no offer—just a
sign-off tagline with your company contact info?
Target Audience
Your audience may
not always be your specific microniche; note when a different
audience is being targeted to ensure you write to that audience.
Keywords
The keywords you
will include, also the meta title and description.
Distribution 
The channel you’ll

be publishing in, along with the info you need to quickly locate the
content, open your account at the channel, login, and post.
Blog
Email
LinkedIn
Facebook
Instagram
Twitter
YouTube
Other____________
So that’s
the quick tour…
But what do you put

into your calendar? We get to that in the next Step. For now open
up your calendar and get acquainted with it. It might look a little
intimidating at first, but you’ll see quickly enough that by
putting all this information in one place, you won’t have to go
hunting around. It’ll save you hours later. Go ahead!
<Open Your Content

Calendar>
<a name="_10kxoro"></a>
4.3 GET REALLY GOOD AT BLOGGING
We setup your blog
on your Squarespace website and maybe you’ve already written
your first blog! Or maybe you’re waiting. Here we ensure that
your blog is a success by ensuring good execution on the plan.
Most of your content will be created first in your blog, and then
developed in greater detail or focus beyond that. So we’ll
spend some time walking you through the writing in this Step.
What makes a successful blog?
You probably know

bloggers who, if you give them half a chance, will sum up their
blogging experience something like this:
“I work myself to the bone creating content, posting

multiple times per week, guest posting, commenting, trying to attract
subscribers, but nothing works. It's like I’m working for
free.”
To which you should

respond, and will be:
“Blogging can be tough, though it does get easier over time.

But if you are trying to make money at blogging, you are going to be
pushing a big rock up a steep hill. The point of blogging is to
establish your authority. It’s from that the revenue will
come.”
Most people fail at

blogging because they fail to build up a list big enough. That’s
usually a result of listening to “experts” who insist
that the “key” to building a blog readership is by
regularly supplying engaging content each week. This is wrong.
Again you’re
in the 80/20 game with blogging – 80% of your success will come
from your promotional efforts, 20% from your writing.
It’s all about

traffic, conversions, and referrals.
But we focus on
promotion elsewhere—writing here.
And when it come to

writing, there is only one rule: Be 100% consistent in what you say
about your business. Consistent means repetitive. After a time, it
means boring. Because you want to say the same thing about yourself
to all you meet, all you write, all you produce, every email you
send, etc.
Your blog is an
exercise in crafting a brand without spending money. So by saying
the same thing every time, you are burning that one thing into
people’s minds. Your best hope is to plant that one thing that
you are known for, and do it in a couple words. Without a budget,
you could never plant two things, or more. So you’re just half
of Dr. Seuss, just One Thing.
What is your one

thing?
More precisely, what

is your one thing that nobody else is known for?
You’ll get to
it by answering these questions:
What
problem is your ideal client wrestling with?
How
do you provide a unique solutions to that problem?
What
do you enjoy talking about more than anything?
Now combine all

three answers into a single sentence. That is your thing, your
positioning as the marketers say.
And with your positioning in order, you can begin

to write.
Back in <Step 2.1.7> you

setup a blog on your website. What was your planned schedule for
posting a new blog? Keep to that schedule as best you can.
Whether you are publishing daily, or weekly, or monthly, the goal is

to keep the pacing intact. The minute you fall off the schedule—and
it happens to everyone—it will be very hard to regain the pace.
So very hard that you will begin convincing yourself that all this
writing is not worth the headaches.
Doing your blogging

can be like taking some of the meds doctors prescribe. You may not
feel any different if you skip your meds, but your body knows and
you’re doing damage. Consider your blogging schedule a “must
do” and deviations from your plan “off limits.”
Some blogging days

you may only put out 10 words. That’s okay. Just make them
count.
Like with the taking

of meds, your blogging is addressing a problem by offering a
solution. People in your microniche need to know you are actively
addressing their problems, so that when they really need you, you are
top-of-mind and the one they call.
It’s all about
establishing your authority in your microniche.
So you write. And

you publish. And your focus is 100% on the microniche in the
problem/solution format we’ve talked about.
Here’s how to
produce a story that gets seen…
First, what should you ideally write about?
What is your goal?
There will always be

one major goal, and several lesser goals. Identify your top goal, and
a couple lesser goals and set them on top of your…
Promote
your thought leadership in your microniche
Support
your sales and lead generation
Drive
traffic to your website
Educate
people in the larger niche about your microniche
Network
with microniche executives and influencers
Improve
your search engine ranking for your keywords
Develop
stronger media and analyst relationships
Other___________________________________
What can some basic research tell you?
Simple ways into

your story, when you’re not sure what you want to write about…
Quick Google Search

Type a keyword into
your browser and see what the autocomplete function shows in the
dropdown menu. That’s what people are looking for and writing
about. You should, too. Type in “earplugs” for example,
and get…
Quick Twitter Search

Type keywords
relevant to you into <a href="https://twitter.com/search-advanced">Twitter’s
Advanced Search Tool</a> to see what’s being said.
Quick Competitor Search

Look at competitive
to learn about why people are visiting them, their referral sources,
insights, into their audience, their online strategy, as well as
leads into new opportunities for partnerships, business leads or
affiliates. Two free-to-begin tools to use for this:
<a href="https://www.alexa.com/siteinfo">Alexa</a>
<a href="https://www.similarweb.com/">SimilarWeb</a>
Quick Trends Search

Tap demographic and
trend data:
<a href="http://www.census.gov/">U.S.
Census Bureau</a>
<a href="http://www.usa.gov/statistics">U.S.
Data and Statistics</a>
<a href="http://www.bls.gov/">The
Bureau of Labor Statistics</a>
<a href="https://www.pewsocialtrends.org/">The
Pew Research Center</a>
Now
let’s focus in…
Choose the keywords that will drive your work

First,
pull together some keywords that roughly define your problem/solution
offering. To do this, put yourself in a potential client’s
shoes. What might they search for to try and solve their problem?
Think
like a person would who may be searching for you or your product.
Take
out a yellow pad and write one keyword in the middle of the page and
then work your way around the page randomly adding words that feel
right, feel related, feel appropriate. This is early stage. Most of
these keywords will never be used. But they begin the process of
narrowing down to the most profitable keywords for your business.
Identifying people’s problems using Google

Trends
Back in Step
2.1, we used the free <a href="https://trends.google.com/trends/?geo=US">Google
Trends</a> tool to find out how many people are searching
for words related to your microniche. The tool will give you 50% of
everything keyword-related that you need. But if you want the other
50%--that is, if you want to go much deeper, then jump into this next
section.
Going Deeper with Google’s Keyword Planner

First
thing’s first: To access Google’s Keyword Planner, you
need a Google Ads account. But don’t worry — you don’t
need to run any ads or even enter you’re billing information.
Just follow the steps below. First, you’ll need to go to
Keyword Planner's homepage.
Once
you’re there, click “Go to Keyword Planner.”
If
you don’t have an ad account, create one. (It will prompt you.)
Next,
you’ll be asked about your main advertising goal. Just click
the link “Experienced with Google Ads” underneath all the
goals. This option saves you a few unrelated steps. Click this
whether you have experience with Google Ads or not.
On
the next screen, you’ll be asked to select a campaign type. You
can skip this question too by clicking on “Create an account
without a campaign.”
You’ll
go through a few more screens that will ask you to confirm your
business information. Click “Submit.” This won’t
ask for credit card or billing info. At this point, you should be in
your Google Ads platform.
Now
you just have to open up Keyword Planner. Google hides this a little
bit. To get to Keyword Planner, click on “Tools & Settings”
in the top right of the Ads platform. And then click “Keyword
Planner.”
There’s
one last step before you can start using Keyword Planner. On the next
screen, you’ll be given two options. One that says “Discover
new keywords” and another that says “Get search volume
and forecasts.”
Using the Keyword Planner for new Keyword Ideas
Click the button

that says “Discover new keywords.”
Now the fun starts.

You get to enter in your keywords that you want to target. In the box
that appears on your screen, enter a keyword that’s related to
your business.
You simply need to

type a topic, industry, niche, product, or anything that you want
related keywords for. Whatever you type in the search box, you will
find related keywords for that.
Once you enter the

search term, you will be directed to the results page which will show
you a list of related keywords.
You can use the

reach and keyword filters mentioned above to sort through this list
and find the best keywords for your business.
You can also use the

“Grouped Ideas” tab to find sets of related keywords
based on a primary keyword.
Keyword Planner will

give you the ability to search 10 keywords at one time, but we
suggest just focusing on one keyword at a time. Doing one at a time
will make your keyword research much more organized.
You can return to

these steps with every new topic you'd like to cover. Once you're
comfortable with the basics, you can move on to more helpful tips on
what you can do with the Keyword Planner.
Filters to limit the audience you reach
Google Ads Keyword

Planner is a brilliant tool that helps you with keyword research for
your ad campaigns. However, if you simply type in a topic and look at
the results, you will see more keywords than you can possibly check
manually. And, even if you use keyword filters, this list will be too
long.
That is why you need

to refine your keyword search, from the very start, to get a more
relevant list of keywords. The Keyword Planner provides several
filtering options that can narrow down the scope of your search.
Here are some of the

filters that you can use to refine and sort your keyword list:
Language
This
filter will let you find keywords only in specific languages and will
filter out the keywords in any other language. The search volume data
for your keywords will also be specific to searches in a particular
language.
This
feature is especially helpful if you have different copies of web
pages in multiple languages. Using this, you can find
language-specific keywords instead of using the same keywords for
all.
Location
This
provides you with search volume data for keywords from specific
locations. You can also find keywords trends for a specific location,
instead of global trends. These trends vary from location to location
and you should narrow your searches to include only the regions that
your business is present in.
This
filter is especially useful for local or regional businesses as they
need to find location-specific search trends and keyword performance
data. So, if you are focusing on local SEO, then you should use this
filter.
Negative
Keywords
Another
way to narrow down your search results is to leverage negative
keywords. These are basically the keywords that you do not want your
ads to rank for.
Negative
keywords are very important in refining your keyword searches because
you don’t want irrelevant or unrelated keywords.
Sometimes,
one word might have two meanings, one of which is completely
unrelated to your business. If you use the negative keyword filter
for such terms, then you will only find relevant and useful keywords
for your campaigns.
Search
Network
This
filter decides where the data on keywords and search trends come
from. You can choose the entire web or restrict it to only Google and
Google Search Partners.
Date
This
filter allows you to select a time period to restrict your search
results. This means that you will see the keyword search volumes and
trends for a specific period of time.
Keyword Filters to limit cost
The next thing that

you need to know about using Google Ads Keyword Planner is the
different types of keyword filters. These filters help you find the
most relevant keywords for your business, from a list of keywords.
The Keyword Planner

has several such keywords filters, here are some of the key ones:
Average
Monthly Searches
This
option can be used to sort and filter keywords based on their average
number of monthly searches. Keywords with extremely high average
monthly searches are more popular and difficult to compete for. It is
also more expensive to bid for such popular keywords.
Therefore,
you should select keywords that have a good number of average monthly
searches but are not extremely competitive. Using this filter, you
can easily sort your keyword list and select the keywords that
provide a perfect balance between popularity and competition.
Organic
Average Position
This
shows your page rankings for a particular keyword as compared to
other pages ranking for the same keywords. This option is only
available if your Google Analytics account is linked with your Google
Ads account.
Organic
Impression Share
This
shows the percentage of times your page ranked for a keyword that it
was targeting. This option is only available if your Google Analytics
account is linked with your Google Ads account.
Suggested
Bid
This
helps you select the right keywords for your business based on the
recommended bid for those keywords. Suggested bid is basically how
much you would spend per click for an ad targeting that keyword.
While
selecting keywords for your ads, you also need to keep your budget in
mind. You cannot select too many money keywords and overshoot your
budget. Therefore, you should use this filter to find the best mix of
keywords that are relevant and also within your budget.
Ad
Impression Share
This
is a very useful metric that shows you the share of people who
actually see an ad for a keyword after searching for that keyword.
This gives you an idea of how likely it is that your ad will be
viewed if you target a particular keyword.
Competition
As
the name suggests, this filter can sort keywords based on how
difficult they are to compete for. The higher the competition, the
more difficult it would be to rank for that keyword.
Your Plans
Another feature of
the Keyword Planner that you should know about is the “Your
Plan” section. While doing your keyword search, you can add
keywords to your plan and save those for later. You can think of
these as temporary storage spaces where you keep adding any relevant
keywords that you find during the course of your research.
Once you have added

sufficient keywords there, you can then analyze the performance
metrics for each and make your final selection.
The first time I saw

this feature, I was hesitant to add anything for fear of disrupting
the already-active Google Ads campaign that my account was tied to.
You can move ahead with total assurance that using "Your Plan"
will not automatically add these keywords to any campaign.
Evaluating Keywords
The Google Ads

Keyword Planner is not just for finding keywords but also for helping
you make the right selection. The search volume and trends data can
help you do exactly that.
You can enter one or
more keywords that you want to get this data for and simply look at
the results.
This option is best
for people who already have a list of keywords and just want to check
their performance metrics. A lot of marketers will already have data
from website analytics tools about the keywords that they are ranking
for. In this case, you do not need to search for new keywords but
just analyze and refine your existing keyword list.
Multiply Keyword Lists
This is a very
useful feature that allows you to upload two different keyword lists
and multiply them. This forms different keyword permutations and
combinations.
Let’s say that

you have a list of product-related keywords and one for locations. If
you multiply the two lists, you will get keyword combinations with
one product and one location. This is very useful when trying to find
local-search keywords for your ad campaigns.
The same can be

applied to any two keyword lists to get different combinations of
your primary keywords.
After you have

created a new keyword list with these combinations, you can always
check historical and forecasted performance data for each.
Get Forecasts on Click and Cost Performance
Once you have found

and added relevant keywords to your plan, you can get more advanced
metrics and forecasts for those. This includes the number of clicks,
impressions, cost, Average CPC, and other metrics.
The best part is

that it does not just show historical cost and click performance, but
can also provide forecasts. This can help you determine whether a
particular keyword is worth bidding for or not.
Not just that, you

can also see how a keyword has performed by devices and locations.
Using the Keyword Planner for new Keyword Ideas

Click the button
that says “Discover new keywords.”
Now the fun starts.

You get to enter in your keywords that you want to target. In the box
that appears on your screen, enter a keyword that’s related to
your business.
You simply need to

type a topic, industry, niche, product, or anything that you want
related keywords for. Whatever you type in the search box, you will
find related keywords for that.
Once you enter the

search term, you will be directed to the results page which will show
you a list of related keywords.
You can use the

reach and keyword filters mentioned above to sort through this list
and find the best keywords for your business.
You can also use the

“Grouped Ideas” tab to find sets of related keywords
based on a primary keyword.
Keyword Planner will

give you the ability to search 10 keywords at one time, but we
suggest just focusing on one keyword at a time. Doing one at a time
will make your keyword research much more organized.
You can return to

these steps with every new topic you'd like to cover. Once you're
comfortable with the basics, you can move on to more helpful tips on
what you can do with the Keyword Planner.
[does
this meld with above?]

<a name="_3kkl7fh"></a>Gather highest ranking
competitor keywords
1. Put
your seed keyword into Google and see who ranks on top
2.
Reverse lookup the best ranking domains with Ahrefs Site Explorer
3. Check
the "Top Pages" report in Site Explorer
4. Use
the "Content Gap" tool to check for keywords your
competitors are ranking for that you aren't

In
microniching, you will want to gather long tail keywords..
By
Googling your keywords, you can see what Google suggests at the
bottom of the page:
1 Google
your top five keyword(s) in your database so far
2 Look
at the related searches at the bottom of the SERP
3 Look
for long tail keywords
(I
don’t get the above)
Gather five LSI keywords

????
You
can use LSIGraph for generating semantically related keywords. Add
the top five to your keyword database and mark the steps in the
sub-checklist below as complete.
1 Select
five of the best keywords in your database so far
2 Input
each of them into LSIGraph separately
3 Generate
and gather five LSI keywords for each of your top five keywords
4 Add
them to your keyword database
5 Tag
them as LSI keywords
6 Input
LSI keywords into Ahrefs keyword explorer
7 Record
metrics for each LSI keyword (volume, clicks, difficulty, etc.)
(Add
to above)
Determine keyword intent
Keyword
intent helps you to understand the intent the user has when they're
searching for a particular keyword. It's a window into their state of
mind as they're trying to solve a problem (like a question they want
to find the answer to, or a product they want to make a decision
about).
User
intent can be thought of as three different types of search:
Informational
– to find the answer to a question
Navigational
– to find a specific website
Transactional
– to purchase something
Consider
the intent behind the current list of keywords. Informational
keywords are typically far more difficult to convert than
transactional or even navigational.
What
you're looking for will depend on your needs.
Finally,
after all of your research, gathering, and pruning, it's time to make
a decision.
Round
up the top keyword along with the four most appropriate related
keywords...
Consider
all of the following as you make a decision:
1. Estimated
traffic potential
2. Resources
needed to rank for any given keyword (keyword difficulty)
3. Resources
needed to build and promote content
4. Estimated
ROI for traffic (based on keyword intent)
Final:
Head
keyword
Related
keyword #1
Related
keyword #2
Related
keyword #3
Related
keyword #4

What are Long Tail Keywords?
Long
tail keywords are specific phrases, typically three or four words
long, which are hyper-targeted at bottom of the funnel website
visitors. Unlike their short tail cousins, long tail keywords are
less competitive and easier to rank for. While this does mean that
there’s typically less monthly search volume, using long tail
keywords in your SEO strategy is one of the best ways you have for
creating relevant content that actually ranks.
Everyone
dreams of capturing a first result on Google for that 40K per month
keyword, but rarely is that the case. With long tail keywords, it’s
much easier to find yourself on the first page of results.
A
well-balanced SEO strategy combines both long and short tail keywords
to make a net positive impact on the ranking of your website. By
incorporating long tail types of keywords in your content, you’re
able to target more specific visitors that are further along the
buying cycle than people searching for short tail keywords. And,
you’ll have the benefit of less competition, making it easier
to stand out.
Use
long tail keywords in your H2 and H3 headlines as well as your
title. This is a great way to bring in syntactical variations that
search engines look for as signals of well-rounded content.
Include
your target keyword in the introduction to set the tone of the
article for your reader.
Pepper
in long tail keywords as natural language to make it easy for web
crawlers to understand.
Add Suitable Modifiers
Use
modifying terms such as best, top,
review, tutorial to create
long-tail variations of your target keyword. This helps the search
engines gain a deeper understanding of your content, and it fits with
the way many people search for things.
[segue]
What content is the best content?
The
best content is the best content. Simple. Done. Okay, the Internet
has evolved in a good way, though it often seems otherwise. And that
means the search engines have figured out how to weed through much of
the “crap” and elevate the highest-quality content, aka,
the “best content.”
In
determining highest quality, Google filters for content that is on
whole relevant to the targeted audience, insightful, value-adding,
and original.
Google does this through a content-ranking triad:
Topical
Authority: Your knowledge in every
aspect of your field.
Page
Authority: The strength of the
individual pages on your website.
Domain
Authority: The strength of your
entire web domain.
Earlier
you built up strong page and domain authority (and will revisit your
website regularly to build it up even more, as you learn more).
Now
you’re focused on Topical Authority. That is, you’re
focusing on being seen rightly as the most knowledgeable authority
across every aspect of your chosen field.
And
there are many ways to showcase your authority, beginning with:
Types of content that are most effective

Courtesy
of <a href="https://www.smartinsights.com/b2b-digital-marketing/b2b-content-
marketing/type-content-effective-b2b-marketing/">SmartInsights</a>:
These are the big

categories to focus on, and within these categories are many
sub-categories of subject matter you can choose to use:
Complete list of 32 content types to use

Curated
Lists of Links
Tips,
Tricks, Cheat Sheets, Hacks
Stories
or Anecdotes
The
Complete List of [Your Subject]
Product
Reviews
Interviews
of Subject Matter Experts (SMEs)
Write
a Series—If the subject is complicated, break into several
parts
Product
Recommendations
Quizzes
Polls
and Surveys
Contests
Giveaways
What
is Happening?—Ten Big Things in Your Industry, Links to
Information
Event
Announcements, and Reviews
Whitepaper
Research Findings
Statistical
Abstracts
Create
an Award—Giving a "best of" get attentions or
readers and honorees
Scoops
or Surprise Announcements
Report
on a Conference—Quote inspiring speakers, share the
proceedings
Q&As
from People within Your Network
"Things
to Do"
Posts
About Other Posts
Editorial
Thought Leadership (OpEd)
Review
a Popular Video—Transcribe and Embed It, and Start a
Conversation
New
Product, Campaign, Or Service Information
Conversations
from Other Social Media Channels
FAQs—Answer
Commonly Asked Questions
Industry
Trend Reports
Post
A Question—Let Readers Create the Content
Revisit
Industry Figures from Years Ago—“Where Are They Now?”
Customer
of the Month—spotlight profile on a favored customers'
interests
Show
Your Charity Work—Use It to Tell A Larger Story About Your
Caring
These are the types of content you can produce. Now you pick one and
write a story to it. Let’s outline that story…
Write an outline and rough draft
Here’s an old
writer’s trick from a guy who has published millions of words
but struggled in English class in high school:
Don't try to write, just put your ideas down on the page as they
come to you, and then arrange them into some form of structure
computers make it easy; let them!)
Your words don’t
have to “right” at this stage. Think of it as getting a
base camp setup, just preparing for the hill ahead.
Here’s an
example from our struggling writer. He wants to write about building
a better brain. So, he starts putting down anything that comes into
his, er, brain. And he underlines words that feel like keywords, to
get a jump on SEO…
I
want to build me a better brain
Okay,
and why?
To
vacuum up facts
To
connect better with people
To
bring out the best in me
This
feels superficial—what good would a better brain be?
Well,
I could make a difference
I
could empower others to make an impact
I
could elevate
the conversation
(quality and tone)
Yes,
that feels good, but what are the specifics of doing that?
Well,
it means putting my best thoughts forward. Fast.
And
I remember reading in the Wall
Street Journal (Get
research, links) that the ability
to communicate effectively is the most powerful
competitive advantage in business and a “must-have
job skill”
The
top jobs skills in that story are:
Clear
communications
Personal
branding
Flexibility
Productivity
improvement
What
do other reputable sources say are top job skills? (Get research,
links)
Yes,
and what’s the science behind this?
What
do the neuroscientists say is even possible?
There
have always been hustlers selling a “smarter you” –
how do I distinguish between quackery and authority (feels
like a title, or at least a subhead)
I
feel/think/theorize the core of a better brain is: having the ability
to communicate better, the most important of all things
And
how long will it take to build?
A
lifetime surely but there’s only so much time to focus on this
one thing—so how about six minutes a day?!
Think
about how two people can be standing across a loud and noisy street
from each other. But they can mouth words, and make hand signals,
and understand each other. This is communicating effectively. (Feels
like a fun lead paragraph)
And when you write a

note to self that something feels like a lead, you know you’ve
got enough to now whip your stream of consciousness into an outline.
So our writer next

put his random thoughts into something of a logical order with:
A
visual hierarchy of importance
The
header being the most important (and only used once per post)
Sub-heads
being next most important
Keywords
used liberally to start optimizing your post for SEO.
And this is the

outline he came up with:
H1
How to Build a Better Brain in Six Minutes
S
Loud and noisy street anecdote
H2
Why build a better brain, personal
N
To vacuum up facts
N
To connect better with people
N
To empower others to make an impact
N
To elevate the conversation
H2
Why build a better brain, business
N
Wall Street Journal
story on “must-have
job skill”
N
Other reputable sources on top job skills
H2
Latest breakthroughs from neuroscience
N
ScienceDaily brain elasticity studies
N
Brainbuzz company findings
N
Tim Ferris findings
H2
Differentiating quackery from authority
H2
Fashioning a daily program that takes 6 minutes
N Creating a program that’s doable

N
How to measure improvements/success
So you can see how

by just dumping his thoughts onto the page, and then going back to
organize them, our writer made the job ahead—the job of
actually writing something—much easier. At this point, the
writer can just follow the outline…
Now you may be

wondering about the Letterings H1 to N. That is how the story stays
organized and later on, how SEO is ensured. In Google Docs, as in
Microsoft Word, your main headline is setup as H1, your
subtitle is S, your subhead is H2, and your
normal text
or body copy is N.
Write a rough draft
You just want to get

it on the page here. Shoot for 250-400 words, the optimal length,
and do everything you can to “get it out.” Quality
matters less at this point than completing it.
So, don’t try

for Shakespeare, don’t self-censor, don’t re-arrange your
outline to make things flow better, and definitely don’t
rewrite the same sentence ten times.
Do minimize
interruptions to the flow.
It’s near
impossible to write a perfect first draft, so don’t try.
You’ll be editing for perfection later, and you’ll have
something tangible to work from, making your job 5x easer.
Writing just not flowing? Staring at a blank document? There is a
fail-proof solution for that. It’s called a deadline. Nothing
quite like the fear of “not delivering” to get the
writing juices flowing. Of course, when you work for yourself, this
deadline is more often a negotiation with yourself. You’re not
likely to fire yourself is you miss one! That’s why our
Content Calendar starts right out with the “due date.”
It’s super important. If you commit to always holding yourself
to it, no matter what, you can guarantee your success!
<a name="_1zpvhna"></a>
Rough draft finished, you now get to face down a hurdle that appears
high—but know that it’s only high in your mind. You are
going to show your incomplete product to someone for feedback.
<a name="_4jpj0b3"></a>Make your blog content

sing!
Your blog will gain

a reputation as a first-rate goto for your microniche if you follow
the basic rules, all of which, interestingly, begin with “you
are not writing”:
You are not

writing
You are just relaxing!
A blog isn’t
going to a slog unless you approach it that way. Treat your writing
time as relaxing time. Do it first thing, last thing, with a drink,
at the coffeeshop. Have fun with it.
Now
before you shout, “But I’m
not a writer, how can I relax?!”
hold on. This is not about writing, it’s about letting your
expertise speak for itself. You think LeBron James is a great writer?
He has many extraordinary talents, but writing isn’t really
one of them. His talents speak for him.
Same
with you. When you write about your microniche, you are automatically
interesting and compelling to people you share your interests. So
your words can flow naturally, and there’s many ways you can
put them to work.
You
can do a daily or weekly blog and give people free advice, increasing
your visitor numbers steadily, gathering a loyal following.
Remember,
most of the writing has already been spoken out loud by you in your
tutoring and coaching sessions—you’re just converting
your voice into text.
You’re
doing this to establish expertise, to show in a tangible way that you
are knowledgeable about your microniche, and trustworthy, to help in
evaluating you, deciding to hire you, deciding to buy your
product/service.
<a name="_2yutaiw"></a>
You are not writing
You are trying to interact with people.
You are aiming to

generate comments, likes, and shares. If you’re not getting
these social responses, it could mean users don't find the article
worth reading. Yank the article. Come back to it another day, and
rewrite it if you want.
All with the aim
of…interacting.
<a name="_1e03kqp"></a>
You are not

writing
You are citing credible sources.
Whatever the
subject, be sure to reference authoritative and credible sources.
Pepper your writing

with objective data and insights from others.
The more
high-profile authorities you cite, the more credible you are seen,
especially by your new readers.
<a name="_3xzr3ei"></a>
You are sharing fascinating data.
Since you are

sharing fascinating data, believe it! Make your headline as
fascinating and intriguing and factually accurate as possible.
Do the same for your

subhead, to pull people into the body of the blogpost where you
continue to share fascinating data.
Readers will stay

with you as long as they don’t bump into big clunky paragraphs,
boring sentences, or verbosities like this one.
They are looking for
something new and exciting, something that 500 others haven’t
already published.
So again, you are

not writing, you are looking for something that is so original and
fascinating that you just have to tell people about it.
<a name="_2d51dmb"></a>
You are thinking about things others aren’t
You title should

never ever look like any the other title, because your reader will
think thy just saw it and pass on it (even if they really saw it
weeks ago).
There’s little
value in producing your own version of content that already exists.
You can get away with it occasionally. You can even become President
doing it.
But your readers in

your microniche are looking to you for a unique angle, insight or
opinion. Give it to them!
<a name="_sabnu4"></a>
You are sharing alternative perspectives.
Your point of view

and opinion are important to your blog—it is what hooks readers
in and keeps them coming back. But more is expected.
There will be those

who disagree with you. There will be times when you are making an
argument, and even you know its weak. That’s when you turn to
others who have different views, different approaches, and talk about
them.
You will learn from
the strengths of others, and it will make you stronger, too!
You are not

writing
You are reaching out personally.
Your blogpost should

feature your headshot, your byline, your words, and end with your
short bio. Corporate blogs can be successful, but they are stronger
when in the name of an individual with a face and a welcoming voice.
Yours.
Summary Blogwriting Rulebook:
Try
to interact with people
Cite
credible sources
Share
fascinating content
Think
about things others aren’t
Share
alternative perspectives.
Reach
out personally
Get feedback and revise
Getting feedback is
not essential, but the process will improve the performance of your
blog 2x, even 3x. Even great writers need editors. A second set of
eyes is important for a non-obvious reason, too. When you are close
to a subject, it’s easy to lose perspective (the old forest and
trees thing).
So make a point of
getting a friend or colleague to look it over. Again, it's much
easier for your ego and for the reviewer when to work from a
“polished” post. But then, something else happens. You
don't get good feedback.
Unless she’s a
professional editor, your reviewer will have a hard time accessing
your work, because it feels “complete” and hard to
criticize (human nature, trust us). Plus, if you missed the mark, you
want feedback earlier, so you can make mid-course corrections, less
time wasted.
A third party will

be able to point out logical loopholes, poor flow, too much industry
jargon, other things you might miss.
Working in Google
Docs, your reviewer can use the comment feature (Command + Option +
M) to give you feedback and comment on specific parts of your draft.
When you are happy, you hit “Resolve” and the comments go
away.
Once you have your

feedback, it’s time to make edits. Set aside your ego. Really
try to see things from your reviewer’s perspective. What do
you agree with? Not agree with?
Start
working on the final draft, incorporating the feedback you got.
Be
careful not to accidentally adopt the writing style of your reviewer.
Rewrite
sentences until they sound right and make sure the flow is logical.
Make
sure you are writing as if you were giving a speech, avoiding jargon
except where appropriate. The <a
href="http://www.hemingwayapp.com/">Hemingway</a> tools
tells you is you are easily understood.
Give your blog post

a final polish by making sure the title and description are as
powerful and clickworthy as possible. Think of it this way:
Your
headline is a first date
You
don’t want to reveal too much
You
want to intrigue, to entice, to fascinate
So
readers will click to explore, discover, or learn more (second
date:)
Have someone do a
final proofread, and then tick off each item on the Optimization
Checklist to make sure all has been covered:
Optimization Checklist
Strong
title, introduction, and conclusion
Ideal
length of 250-400 words (unless subject demands more)
Major
keywords used but not overused (no “stuffing)
Any
big words have been simplified
Bulleted
lists are used, when possible, in place of all long paragraphs
Anyone
who is mentioned should have links to their LinkedIn account
Standard
layout has been used
Author
photo is included
A
captivating and relevant image or video has been used
Post
has been edited and proofread before going live
Sign-off
tag at the end elegantly positions your company
Every
in-text link has been checked—it is live
If
there is a specific CTA, it is clear
Social
buttons are live and working
Publish and promote
Upload your post to

your website blog at Site123, or to another tool if using.
Make sure in
transferring your blogpost to your website that nothing broke. All
formatting, links, photos are good.
There are stats on

best times to publish. They change, and don’t always apply.
But aim to post as follows:
Blogposts
Best
days in order: Monday for traffic, Saturday for comments
Best
times in order: 9am-11am
Email
Consumer: 6am-8am
News: 12pm-2pm
B2B: 12pm-6pm
Facebook
Best
days in order: Sunday, Saturday, Friday, Thursday
Best
times in order: 1pm for shares, 3pm for clicks
Twitter 
Best
days in order: Sunday, Saturday
Best
times in order: 5pm for retweets, 12pm-6pm for clicks
Blog promotion
When you post a blog, it is automatically promoted across the social

media channels you’ve connected to your Squarespace website.
When someone
comments on your blogposts, they are expecting you to respond to them
promptly. Do do, appropriately.
Prepare for your next blogpost
One published, the

clock begins to tick on your content’s shelf life. Even if you
rank well for your target keyword, competitors may try to “steal”
the top spot. Google may also “demote” your rankings if
your content becomes outdated. So you need to keep your content
“fresh,” to maintain your rankings.
If you see the
ranking of a blogpost dropping, look at the search results to see
what the top-ranking posts have that you don’t. Often, a
ranking drop occurs because some part of your content is outdated.
Depending on the
keywords, sometimes refreshing the outdated sections will be enough
to regain your ranking. In other cases, you might need a full
rewrite.
Now update your Content Calendar
As we said, it would
hve been hard to fill in the boxes of your Content Calender with
content until you got thorugh this Blogging section. But now you
can. Now you can open up the Calendar and begin to map out the
content you’ll release through your Blog and other ways in the
weeks and months ahead.
And remember, your

Calendar arrived pre-populated with our own idea of a good content
publishing schedule. You will want to revise to your liking as you
proceed.
<a name="_3c9z6hx"></a>Learn More:
<a name="_1rf9gpq"></a>
<a href="https://www.contentharmony.com/blog/">Content
Marketing Tips & Techniques</a>
<a name="_4bewzdj"></a>
<a href="https://www.spyfu.com/blog/content-marketing-survival-guide/">Content
Marketing Survival Guide, 2020 (Webinar Video)</a>
<a href="https://www.copypress.com/kb/infographics/best-infographics-marketing-
informing/">Best
Infographics for Marketing, Informing, and More</a>
<a href="https://marketingland.com/library/channel/content-marketing">Marketing
Land – Content Marketing Channel</a>
<a href="http://www.quicksprout.com/2013/04/29/the-advanced-guide-to-content-
marketing/">The
Advanced Guide to Content Marketing</a>
<a href="http://contentmarketinginstitute.com/case-studies/">CMI
Case Studies</a>
<a href="http://www.toprankblog.com/2013/05/11-examples-killer-b2b-content-
marketing/">11
Examples of Killer B2B Content Marketing Campaigns Including ROI</a>
<a name="_2qk79lc"></a>
4.4 DABBLE IN PODCASTING
ActOnIt!
Has simply been taking your interests and talents and extending them.
So why not spend a couple more hours a week podcasting about about
your interests, as well, building out your brand even further?
Oh
sure, there are about a million podcasters out there. Space is
crowded. But once again, even if you don’t make much money
from podcasting… Even though it will cost you a few hundred
dollars—for the hosting and equipment… It will be worth
it because you are extending your brand across all of the digital
channels. That cements your status as the expert in your microniche…
You’ll
be building your brand every minute you’re speaking, creating
positive impressions around your expertise, your character, your
products.
You’ll
be useful to people – 46% of podcast listeners want information
on topics of personal interest, and 39% want to learn something new.
You’ll
be careful not to turn your show into a commercial. If people wanted
an advertisement, they’d turn on an infomercial.
You’ll
let your listeners get to know you—that is, you’ll get
personal. Sharing the real you, in a professional way, creating the
personal touch that keeps listeners coming back.
Podcasts
have exploded in popularity since resurfacing, in their current
format, in 2005. Today there are some 750,000 active podcasts,
with 51% of the U.S. population listening to an average of seven
shows per week. Podcasts can be informative, inspiring and during the
pandemic, they’ve been life preservers.
So
it’s no surprise that business owners are capitalizing on their
popularity. Just like with your blog, a podcast can:
Position
you as an authority in your microniche
Build
deeper relationships with your audience, potentially opening doors
Grant
you access to influencers you might not otherwise get to
Make you
relevant so others want to include you in the social conversation
And
it can be done fairly inexpensively. So ready to do it?
Let’s
walk through the Steps in making it happen:
First, what should you name your podcast?
Your
podcast will be about your microniche, of course. And you can name
it the same as your blog. Importantly, you want a name that is super
clever plus clearly connected to your microniche.

It’s
probably best to not use your company name—you want something
that’s catchy and clever to trigger people into giving it a
try.
You
might get an idea for a name by looking over these <a
href="https://toppodcast.com/top-podcasts/">top
podcasts</a>.
What format will feel most comfortable?
The
most common show formats are:
Solo—just
you, speaking directly to the audience (through a mic:)
Co-hosted—you
sharing the mic with another presenter
Interview—you
speaking with guests, done either solo or co-hosted
All
three formats are popular. What matters is choosing one that lends
itself to fully and intimately exploring your subject matter. Yes,
intimately.
Podcasting
is a very cozy medium where the audiences feels an authentic
one-to-one connection with you—like it’s just the two of
you, chatting. And you want to make the most of that chat.
What style fits you best?
The best style is

what you’re most comfortable with, but generally it’s
best to go unscripted and conversational. You
are, after all, speaking about your microniche and so you can carry
on with an easy intelligent patter for long stretches in an informal
and engaging way. That’s what you want.
Working
of a short topic outline will prove helpful, especially under you get
a few under your belt. But successful podcasters don't use scripts,
because they lead to stilted language that doesn't resonate with
listeners.
Talk
about what you know, using the same words and tone you would use with
a dear friend. (This is why the co-host format is so good—because
the two of you just talk across the table, with a coffee or beer in
hand, like friends. Authentic.)
Curiosity
may have killed the cat, but it launched a million podcasts. People
tune-in because their curiosity has been peaked in whatever the
subject…
The
LuLuLemon Murder Part 1
Brett
Kavanaugh’s Change of Heart
Are
We F***ing on a First Date?
Coronavirus
Facts vs. Fiction
…and their
curiosity peaked, folks then have to dig in deeper with the host.
So be curious, and
satisfy curiosity, and your show will grow organically.
How often will you release?
Aim
to record and issue one episode per week.
To
avoid feeling overwhelmed and hurriedly producing new episodes, put a
couple episodes in the can before you launch.
What will be your show length?
Give
each episode the freedom to be the length it needs to be.
There
are 5-minute podcasts and 4-hour podcasts. A good and very typical
length is 22 minutes—because it's the average commute. That may
change as commutes matter less—but the average listening
metrics and show lengths haven't changed any during the pandemic.
Find
what works for you. Vary the length as necessary. Don't try to
stretch out material to fit a preset time frame. Or worse, don't try
to cram too much in, overwhelming listeners.
Just
aim to connect with listeners, and build a community over time.
People will invest their time in you because you have invested in
material you both care about.
What equipment will you need?
You
have some things to buy here, if you don’t already own. You’ll
spend as little as $200 and be fine, or $2,000 and be super fine!
You
don't need a studio with fancy equipment, just a computer, audio
recording and editing software, and a solid mic for a quality
kit. 
Your
mic matters. A lesser-quality mic will mark your podcast as
amateurish because the adio will lack crispness and clarity. Choose a
USB mic that plugs into your computer.
For
$80 you’ll get great sound out of the <a href="https://www.amazon.com/Samson-
Handheld-Microphone-Recording-Podcasting/dp/B07FKG8PGZ/ref=sr_1_4?
dchild=1&keywords=Samson+Q2U&qid=1603834057&s=musical-instruments&sr=1-4">Samsung
Q2U</a>.
If
you can spend $150 comfortably, a great choice is the <a
href="https://www.amazon.com/dp/B002VA464S">Blue
Yeti USB</a>.
Most
of your guests will be remotely interviewed, but if you plan to bring
them into your office “studio” you will need microphones
for each, of course.
It’s
not a bad idea to also pick up a <a href="https://www.amazon.com/dp/B0002ORPN4">pop
filter</a>
to muffle out little unwanted sounds people make when talking.
Figure out a quiet area to work in. Maybe partition off a section in
your office, or do it in the closet. Many do—because the
carpeted floor and clothing absorbs ambient sounds.
Recording and editing
Apple computers come

equipped with <a href="http://www.apple.com/mac/garageband/">GarageBand</a>
which is perfect for doing your editing, and it’s free and easy
to use. If you need tutorials on GarageBand, see:
<a href="https://www.youtube.com/watch?v=T3rbavsxJEk">Garageband
Tutorial FOR BEGINNERS Editing Basics + Hidden Features</a>
<a href="https://www.youtube.com/watch?v=mATGO5ayrzc">How
to Edit a Podcast in GarageBand, by Buzzsprout</a>
For the PC, there is

the free <a href="http://www.audacityteam.org/home/">Audacity</a> program
that does the trick. Tutorials:
<a href="https://www.youtube.com/watch?v=YUULn71_G74">How
To Use Audacity 2020, by CasualSavage</a>
<a href="https://www.youtube.com/watch?v=xl-WDjWrTtk">How
to Record and Edit a Podcast in Audacity, by Pat Flynn</a>
Conducting interviews
Put
together a list of potential guests and reach out to them early on.
It can take weeks and months to schedule some people, so get out
ahead of your schedule.
Interview
your guests over <Google Meet> (or <a href="https://www.skype.com/en/">Skype</a> or
<a href="https://zoom.us/">Zoom</a>)
since you can record your calls and push the audio recording right
into your editing software.
Learn
all you can about your guests ahead of time. Prepare the top 20
questions you want to ask, in priority order, assuming you won't get
through them all, but hoping to. You'll need to build a rapport with
your guests that feels natural, while always making sure they stay on
topic.
Voiceovers
You
want an intro (always plays to start) and outro (always plays at end)
for your podcast. You’ll want it professional done, with
music.
Your
intro
should by upbeat, full of energy, making a good first impression and
reassuring listeners that they’ve made the right choice in
selecting your podcast and will be rewarded for the time they spend
with you.
Your
outro
should thank you listeners, and direct them to your website to hear
other episodes or take advantage of any special offer you happen to
be running.
If
you write the script for your intro and outro, you can then hire a
professional voiceover actor for $100 or so, and get high quality
work. You can also record these yourself, but unless you have a
trained voice, it is not recommended.
Sources
for voiceover talent:
<a href="https://musicradiocreative.com/">Music
Radio Creative</a>
<a href="https://www.backstage.com/">Backstage</a>
Your
music should advance the personality of your show, and cannot be
copyright-protected, unless permission is granted.
An
extensive library of royalty-free music is <a
href="https://incompetech.com/music/">Incompetech</a>.
But this music is used extensively and familiar to many ears. If you
can budget it, you can get your own music composed and created
digitally, again for only $100 or so.
Sources
for original music:
<a href="https://licensing.jamendo.com/en/royalty-free-music">Jamendo</a>
<a href="https://www.storyblocks.com/audio">Storyblocks</a>
Or
hire a local band or musician compose something for you, or use a
clip from one of their existing songs. You get original music, the
artist gets exposure.
Cover art
Your
podcast cover art has to be eye-grabbing—since people will make
decisions about your show based entirely on the art when they’re
browsing through podcast directories like iTunes or Google Play.
We
mentioned the Extreming! podcast earlier—here’s the cover
art they used to grab a younger audience:
Most
likely your business podcast will be less “busy” but you
can see how this stands out in the podcast listings.
This
cover art must be 1400 x 1400 pixels, in JPG or PNG form, and under
500KB to meet iTunes' specifications.
You
can design the cover art yourself, or ask an artist to do it. And
stock images can be included.
 Inexpensive
sources for images and art designers:
<a href="https://www.canva.com/">Canva</a>
<a href="https://99designs.com/">99designs</a>
<a href="https://www.fiverr.com/gigs/podcast-cover-art">Fiverr</a>
Hosting
Once
you edit your show, give it a final listen through for QA, add your
intro and outro, you're ready to export your completed podcast to a
hosting platform where it will live, and people will find it.
You’ll
create an account with a Host, and pay a low monthly fee for the Host
to:
Store
your audio files
Make
them available to anyone who requests them
Provides
you with stats on your podcast’s performance
Add
in some (very) basic marketing
Good
low cost Hosts:
<a href="https://www.libsyn.com/">Libsyn</a>
<a href="https://www.buzzsprout.com/">Buzzsprout</a>
<a href="https://create.blubrry.com/">Blubrry</a>
Your
Host will provide you with an RSS feed, so you can then register your
podcast with the major directories and get found
Use
your RSS feed to register at:
<a href="https://itunespartner.apple.com/podcasts/">iTunes</a>
<a href="https://podcasters.spotify.com/">Spotify</a>
<a href="https://creators.soundcloud.com/podcasting">SoundCloud</a>
You’ll
use your RSS feed to also host the podcast on your website. Now
you’ll notice that when we setup your Squarespace website, we
didn’t include a podcast page. We waited until now, because we
didn’t want you setting up a page if you didn’t get to
podcasting for a while, or not at all.
But
going forward, here’s the walkthrough to add a podcast page to
your website.
Adding a podcast page to your website

Go Main Menu >
Pages > + > Blog > Blog 3 template
Yes, we’re
making a podcast page. Squarespace uses the blog template for this.
In the Home Menu you

see Blog 3 added. Rename it like you have with other pages. Make it
a pithy and memorable name, since this title will show up in many
places across the Internet and you want to entice visitors to listen.
Now click to the

right of your renamed blog on the gear icon > Feeds >
Podcasting
Complete the
fields with your podcast's information:
Your
podcast title
Author 
You
or the author of the podcast
Description 
50-100
words telling listeners what to expect, what’s unique,
solutions you’ll provide, topics you’ll cover
Cover
Art 
Click
and upload your podcast artwork, and you need to hit these specs:
Square
.jpg or .png file
Between
1400×1400 and 3000×3000 pixels
RGB
color format
72
DPI
Language

(Optional)
Select your podcast's language.
Type
Choose
Episodic (default) to display episodes from last to first.
Choose
Serial to display episodes from first to last.
Length
Choose
Standard—the default
Categories
Select
up to three categories and subcategories for fit into. Apple Podcasts
uses the first category to list your podcast.
Copyright

(Optional)
Add any copyright info you want visible in Apple Podcasts.
Contact
Details 
You
can ignore this one.
Explicit
Content 
Switch
the toggle on if your podcast contains explicit content.
Change
Feed 
Click
None. Or if you are transferring an existing podcast to Squarespace,
see this <a href="https://support.squarespace.com/hc/en-
us/articles/115002267147">Help</a>.
Click
Some more settings
Now we’ll
setup another tab in the Blog Settings. Go up in order to
General, open it up and fill in:
Page
Title
The
page title appears in the top of the browser window.
Navigation
Title
The
navigation title is the page’s name in the navigation menu.
URL
Slug
The
unique location slug for this page, such as /podcast
Enable
Page
Toggle
this on so people can access your podcasts.
Password
If
you only want some people to listen to your podcast, you can set a
password here and give it to them.
Posts
per Page
Okay
as is.
And
Now post your first episode
In the Main
Navigation tray, click your Podcast, then
the + icon.
A starter “blog”
appears in the preview window
Hover
over the window to find an insert point (the gray sewing needle) and
click it, then select Audio from
the menu.
A
window opens. Look for the Embed tab.
There, click Upload
File
which will allow you to upload from your computer files, Choose
the audio of your first podcast file.
After
adding an audio file, the file name and file size will appear in the
uploader. You can edit the episode title and author/artist
(host).
In
the Podcasting tab,
fill in the information Apple Podcasts will use to organize the
podcast on their platform:
Title
(Episode title, not podcast title)
Subtitle
Summary
Episode
Note
Episode
Type
Season
Number
Episode
Number
Episode
Duration (hh:mm:ss)
Explicit
Content
As you add
information, note the following:
On
a desktop, iTunes pulls the episode title from the <a
href="https://support.squarespace.com/hc/en-us/articles/206543727#toc-step-2---
create-a-new-post">blog
post title</a>.
On mobile, the title comes from the Title field in the post's Audio
Block.
Apple
Podcasts requires an episode duration. If an episode doesn't have a
duration listed, Apple Podcasts may not approve the podcast.
The
Apple Podcasts mobile app doesn't display text formatting, such as
bold, italics, or hyperlinks, for text entered in the Episode Note
field.
After you set all
options, click Apply.
Complete your settings
You’ve got
most the settings done, but now you have to return to Podcast >
3-dot > Settings > Content 
Tags
-- add your keywords covered in the podcast episode
Comments
-- toggle on or off, depending o what you'd like
Status
> Publish > Choose date/time > Save
And since you’re

at the menu tray, go ahead and delete the placeholder "blogs"
still sitting there.
If you encounter any

errors at any point, since there can be some things that don’t
right away mesh in setting up a podcast, visit <a
href="https://support.squarespace.com/hc/articles/360039135392">Troubleshooting
podcasts</a>.
Now submit your podcast to Apple Podcasts
To submit your
podcast to Apple Podcasts for approval:
<a href="https://help.apple.com/itc/podcasts_connect/#/itc97d9d1513">Log
into Podcasts Connect using your Apple ID</a>
<a href="https://help.apple.com/itc/podcasts_connect/#/itce5b9b0782">Validate
your podcast</a>
<a href="https://help.apple.com/itc/podcasts_connect/#/itcd88ea40b9">Submit
your podcast</a>
After submitting
your podcast to Apple, you'll receive an email saying they received
your submission. You'll receive another email after it's approved.
Updating your podcast
After you
successfully set up your podcast, each blog post with an Audio Block
added to this Blog Page will publish as an episode. If a post has
more than one Audio Block, the first Audio Block will appear as an
episode in Apple Podcasts.
Apple Podcasts
refreshes podcasts about once every 24 hours, so this is normally how
long updates to the feed will take.
Dupe to use again
Go Main Menu >

Pages > + > Blog > Blog 3 template
Yes, we’re
making a podcast page. Squarespace uses the blog template for this.
In the Home Menu you

see Blog 3 added. Rename it like you have with other pages. Make it
a pithy and memorable name, since this title will show up in many
places across the Internet and you want to entice visitors to listen.
Now click to the

right of your renamed blog on the gear icon > Feeds >
Podcasting
Complete the
fields with your podcast's information:
Your
podcast title
Author 
You
or the author of the podcast
Description 
50-100
words telling listeners what to expect, what’s unique,
solutions you’ll provide, topics you’ll cover
Cover
Art 
Click
and upload your podcast artwork, and you need to hit these specs:
Square
.jpg or .png file
Between
1400×1400 and 3000×3000 pixels
RGB
color format
72
DPI
Language

(Optional)
Select your podcast's language.
Type
Choose
Episodic (default) to display episodes from last to first.
Choose
Serial to display episodes from first to last.
Length
Choose
Standard—the default
Categories
Select
up to three categories and subcategories for fit into. Apple Podcasts
uses the first category to list your podcast.
Copyright

(Optional)
Add any copyright info you want visible in Apple Podcasts.
Contact
Details 
You
can ignore this one.
Explicit
Content 
Switch
the toggle on if your podcast contains explicit content.
Change
Feed 
Click
None. Or if you are transferring an existing podcast to Squarespace,
see this <a href="https://support.squarespace.com/hc/en-
us/articles/115002267147">Help</a>.
Click
Some more settings
Now we’ll
setup another tab in the Blog Settings. Go up in order to
General, open it up and fill in:
Page
Title
The
page title appears in the top of the browser window.
Navigation
Title
The
navigation title is the page’s name in the navigation menu.
URL
Slug
The
unique location slug for this page, such as /podcast
Enable
Page
Toggle
this on so people can access your podcasts.
Password
If
you only want some people to listen to your podcast, you can set a
password here and give it to them.
Posts
per Page
Okay
as is.
And
Now post your first episode
In the Main
Navigation tray, click your Podcast, then
the + icon.
A starter “blog”
appears in the preview window
Hover
over the window to find an insert point (the gray sewing needle) and
click it, then select Audio from
the menu.
A
window opens. Look for the Embed tab.
There, click Upload
File
which will allow you to upload from your computer files, Choose
the audio of your first podcast file.
After
adding an audio file, the file name and file size will appear in the
uploader. You can edit the episode title and author/artist
(host).
In
the Podcasting tab,
fill in the information Apple Podcasts will use to organize the
podcast on their platform:
Title
(Episode title, not podcast title)
Subtitle
Summary
Episode
Note
Episode
Type
Season
Number
Episode
Number
Episode
Duration (hh:mm:ss)
Explicit
Content
As you add
information, note the following:
On
a desktop, iTunes pulls the episode title from the <a
href="https://support.squarespace.com/hc/en-us/articles/206543727#toc-step-2---
create-a-new-post">blog
post title</a>.
On mobile, the title comes from the Title field in the post's Audio
Block.
Apple
Podcasts requires an episode duration. If an episode doesn't have a
duration listed, Apple Podcasts may not approve the podcast.
The
Apple Podcasts mobile app doesn't display text formatting, such as
bold, italics, or hyperlinks, for text entered in the Episode Note
field.
After you set all

options, click Apply.
Complete your settings

You’ve got
most the settings done, but now you have to return to Podcast >
3-dot > Settings > Content 
Tags
-- add your keywords covered in the podcast episode
Comments
-- toggle on or off, depending o what you'd like
Status
> Publish > Choose date/time > Save
And since you’re

at the menu tray, go ahead and delete the placeholder "blogs"
still sitting there.
If you encounter any

errors at any point, since there can be some things that don’t
right away mesh in setting up a podcast, visit <a
href="https://support.squarespace.com/hc/articles/360039135392">Troubleshooting
podcasts</a>.
Now submit your podcast to Apple Podcasts
To submit your
podcast to Apple Podcasts for approval:
<a href="https://help.apple.com/itc/podcasts_connect/#/itc97d9d1513">Log
into Podcasts Connect using your Apple ID</a>
<a href="https://help.apple.com/itc/podcasts_connect/#/itce5b9b0782">Validate
your podcast</a>
<a href="https://help.apple.com/itc/podcasts_connect/#/itcd88ea40b9">Submit
your podcast</a>
After submitting
your podcast to Apple, you'll receive an email saying they received
your submission. You'll receive another email after it's approved.
Doing your next podcast
When
ready, like with your blog, just make a Duplicate of your first
podcast and swap in the changes that apply only to #2, then #3, then…
Launch and promote
Announce
the launch of your podcast in advance to your email list and social
media accounts. You want to build an audience before you launch.
Podcasts are like

snowballs, with a single review be getting another and another in an
important way:
If you generate
enough reviews of your podcast on iTunes, they will feature it in
your category and that can drive many thousands of listens.
So
you want to actively encourage people to listen to your podcast and
then go to iTunes to
do two things:
Subscribe
to your podcast
Leave
a review, hopefully
a glowing one!
Here are ways to

obtain reviews:
Pester
friends and family.
Ask
at the end of each post.
Post
links on social media sites.
Include
it in emails.
Look
for people who are leaving reviews on similar podcasts, and askthem
to review you.
Give
away a gift or prize when people leave a review.
Podcast resources
Podcasting
is a tight-knit community of very generous people, most very happy to
help newbies, quick to offer their own hard-knocks lessons and
encouragement.
Online
podcast communities can answer questions and provide support as you
build up your podcast, and then you can turn around and help those
coming up next.
Some
key resources:
<a href="https://www.linkedin.com/groups/134357/profile">Podcasting
Technology Resource Group on LinkedIn </a>
<a href="https://www.facebook.com/groups/674109956009963/">The
Podcast Movement Community </a>
<a href="https://www.facebook.com/groups/shepodcasts/">She
Podcasts Facebook Group </a>
<a href="https://www.meetup.com/topics/podcasting/">Podcast
Meetups</a>
<a name="_15phjt5"></a>
4.5 BECOME THE MICRONICHE AUTHORITY
You have positioned

your expertise online through your website and laid out a calender of
strategic communications for the months ahead—that’s a
big start!
You have already

begun blogging—which is the biggest piece of your positioning
as a microniche authority. Now we go onto the next Step, or rather,
series of Steps
These will all be

smaller Steps, but all next in importance.
√ 4.4.1
Join niche trade groups
There
may be 1-2 trade groups in your microniche, but it’s not
likely—the space is too small to support of trade group of any
real size. If one does exist, join it too!
But
realistically the larger niche is better for building your business
anyway, because many people looking for solutions to the problems in
your microniche will be looking for them at the niche level, not
knowing there’s an even more precise path for them to take.
What’s more, your goal (as we've discussed) is to begin small
in a defensible space and with success grow your space into a larger
area. Associating with people in that larger area hastens your goal.
NICHE
>>>>>>>>>> MICRONICHE
Animals
> Dogs > Shepherds > Belgian Shepherds > Groenendales >
Trainers
So
if you’ve carved out a microniche as a Groenendale Trainer, in
our example here, then you’re choosing to associate with people
whose interests lie back up the animal kingdom to Shepherds, or to
Animals, makes good business sense.
Many
of the old options for finding these people have been narrowed by
Covid, but there are still many paths you can take!
Make the most of your trade groups
These
are the people who could become your closest allies, friends,
competitors, partners and perhaps even enemies unfortunately. These
are your people, your paisanos. You want to spend a couple hours
every week intereacting with them in some way:
Subscribe
to blogs & journals
Join
the actual group as a full member
Participate
in trade meetings, webinars, conferences
Buy
little ads in blogs and journals, to win friends with the hosts
Publish your articles in your trade’s media
Your
goal here is to provide helpful, informative articles to blogs,
journals and podcasts that (a) are in your field of interest and (b)
need them. Your goal is most definitely not to overtly sell your
product/service. (That will happen, but not directly.) So…
Identify
the top media outlets in and around your microniche
Contact
them and say you want to write helpful articles for them for free
If
a podcast, you wany to be a guest and share the fascinating
information you have
List
5 topics you are prepared to write about
To
select these topics:
See
what the outlet has been writing about
Think
about ideas they haven’t recently written about that are
interesting to the audience
Figure
out how to present these ideas in an original format. Example, if
were the editor of a financial journal would you rather publish:
The GSTT: Practical Applications Post EGTRRA
Or
How to Disappear from the IRS
Both
stories cover the same topic—you can guess which one gets
printed in today’s world!
With
approval from the editor, and a writing schedule with word count
guidelines, get to the writing and be interesting.
At
the end of your aticle, add a sign-off tag that summarizes you and
your company in 10 words or less, along with your email or website
address. People will appreciate your providing free advice, and will
contact you if they can see from your article that you bring great
value.
<a name="_3pp52gy"></a>4.4.2 Answer questions on

Quora
<a href="https://www.quora.com/">Quora</a> is
a Q&A site where anyone can ask questions or answer them.
That means you can
respond to existing questions in your niche, establish your
authority, and generate some traffic for your website along the way.
Since July 2018,
I’ve been active on Quora, answering at least 5 questions a
week on topics related to <a href="https://ahrefs.com/">Ahrefs</a>, SEO and
digital marketing. Since then, we’ve accumulated hundreds of
thousands of views.
But, Quora views are
a vanity metric. The real question is: does it send traffic and sales
to your website?
Short answer: yes.
We’ve been
getting consistent sign-ups from Quora every month (and that’s
from people who have indicated they knew us from Quora):
So, how do you
market on Quora?
There are two parts
to this equation:
<a name="_24ufcor"></a>A. Finding the right

questions
Searching for good
questions is essential. That’s because Quora is a
user-generated site, which means that thousands (if not millions) of
people ask questions each day.
<a href="https://en.wikipedia.org/wiki/Pareto_principle">Pareto’s
Principle</a> suggests that only ~20% of these
questions will actually send you traffic.
To find these
questions easily, enter quora.com into <a href="https://ahrefs.com/site-
explorer">Site
Explorer</a>, and navigate to the “Top pages”
report.
This report shows
you the pages on Quora that receive the most search traffic.
That means: any
answer you write here will also show up on Google, thereby sending
you more referral traffic!
In the “Include”
box, enter a relevant word or phrase to find suitable questions to
answer.
Another strategy you
can use is the Quora Ads ‘hack’.
If you set up an Ads
account, select “Questions Targeting,” and then enter a
relevant keyword, Quora will suggest questions to answer and show the
number of weekly views.
<a name="_jzpmwk"></a>B. Answering questions well

There is no secret
to writing good answers on Quora.
Good answers = good
copywriting.
If you want somebody
to read your answer, be glued to its story and then click upvote or
share, you have to craft compelling copy.
Fortunately, there
are copywriting formulas that make this easier, one of which is
the AIDA formula.
Attention:
Capture their attention with something catchy or relevant.
Interest:
Tell them interesting facts, uses, examples, or stories.
Desire:
Make them desire the product/service/etc.
Action: Get
them to take action.
Source: <a href="https://www.quora.com/Whats-the-best-way-to-get-
backlinks/answer/Si-Quan-Ong-2">https://www.quora.com/Whats-the-best-way-to-get-
backlinks/answer/Si-Quan-Ong-2</a>
<a href="https://kopywritingkourse.com/aida-formula/">Here’s
a guide</a> that explains more about
the AIDA formula.
Some other tips for
a good Quora answer:
Provide
value. Quora
moderators will not hesitate to remove your response (or ban you) if
they think you’re only there to siphon traffic to your site.
They’re happy for you to link elsewhere, as long as you
genuinely provide value.
Include
images. Images
help capture attention as a user is scrolling through their Quora
feed.
Tell
a story. Most
Quora answers are dull and very matter-of-fact. Telling stories
helps to engage the reader.
PRO
TIP
Another way to get
your answers seen by many is to connect with the owners of “Spaces,”
which are Quora’s answer to Facebook groups. They allow
Quorans to form communities and curate content.
For
example, JD Prater shared one of my answers in his <a
href="https://www.quora.com/q/digital-marketing-news-and-trends-1">Digital
Marketing News and Trends</a> space. As a result, I
got hundreds of upvotes and thousands of views:
Learn how to market
successfully on Quora in our <a href="https://ahrefs.com/blog/quora-
marketing/">complete
guide to Quora marketing</a>.
<a name="_33zd5kd"></a>4.4.3 Collaborate with

other brands to tap into their audiences
For most businesses,
there are plenty of non-competing brands with the same or similar
target audience. So why not work together to cross-promote to each
others audiences?
That’s what we
did recently.
We arranged a joint
webinar with <a href="https://buffer.com/">Buffer</a>,
a social media scheduling tool. The topic: How to Build Your Website
Traffic with Evergreen Content and Social Media.
We both promoted
heavily on social media leading up to the day of the webinar.
Post-webinar, Buffer created a <a href="https://buffer.com/resources/increase-
website-traffic">blog
post</a> summarizing the presentation.
On our end, we
posted the recording on <a href="https://www.youtube.com/watch?
v=xn2XCFqREbU">YouTube</a> and
uploaded the presentation slides on <a href="https://www.slideshare.net/ahrefs/how-
to-build-your-website-traffic-with-evergreen-content-and-social-media-
116779432">Slideshare</a>.
Since then, the
recording has generated 4,500+ more views:
Not bad!
Takeaway: look for
opportunities to partner with brands that solve different problems
for a similar audience.
That way, you can
each gain access to an entirely new user base (without stealing each
other’s customers!)
4.4.4 Court the influencers in your microniche
The idea here is

that there will be few influencers in your microniche. If there are
any, you want to join with them, if there aren’t any, you want
to become known as the one and work to expand the microniche…
Appealing to them:
What
motivates them?
What
do they write about?
What
are their principles?
How
big is their community?
How
can you build a relationship that goes offline?
How
would you like them to talk about you in a way all their own?
Why
should they want to partner with you? (Compensation, in-kind,
transparency.)
Social analytics scientist <a href="http://about.me/michael_wu">Michael

Wu, Ph.D.</a>.
breaks down what influence “is” into six basic
principles.
Credibility – Wu defines this element as: “aninfluencer’s

expertise in a specific domain of knowledge.” Expertise is
but one credibility factor, but sufficient for the case.
Bandwidth – “The influencer’s ability to

transmit his expert knowledge through a social media channel.” Is
Spamming a component of bandwidth? You bet it is. But I think Wu
means “Resonance”.
Relevance – “How closely the target’s

information needs coincide with the influencer’s expertise. If
the information provided by the influencer is not relevant, then it
is just spam to the target and will be ignored.” Here we
can further simplify Wu’s own simplified “influence”
model by combining Bandwidth (or reach) with Relevance. Let’s
call this new hyper-term “Resonance” perhaps.
Timing – “The ability of the influencer to deliver

his expert knowledge to the target at the time when the target needed
it.” Timing is yet another component of relevance, as in
what’s relevant to any target at a given time.
Alignment – “(the right place): The amount of

channel overlap between the target and the influencer. If the target
is on a different social media channel, then the influencer’s
information either take too long or never reach the target.” More
Resonance.
Confidence - (the right person): How much the target

trusts the influencer with respect to his information needs. Even if
the influencer is credible, the target must have confidence in him.
Without trust, any information from the influencer will be downgraded
by the target. Combine into Credibility, what are we,
paramecium?
Wu’s simplification of quite complicated concepts can actually

be narrowed further. Credibility and resonance then,
are the only two things you need to understand about powerful social
media influencing. This is not to suggest metrics tools are any less
useful, it’s just that being liked, being charismatic, being
able to convince others cannot so easily be boxed and numerically
stamped.
The One Social Element Any Influencer Needs –

A HIT Story
Your story, isn’t that what you want those you influence to
know? Here is who I am. I am here to do this. This is how you
come in. Hey, that spells HIT. Now there’s a
simplified strategy anybody can use to influence people and make
money, etc.
So how do you become a HIT? I have been reading a book entitled; “The

Story Factor: Inspiration, Influence and Persuasion Through the Art
of Storytelling”, by award winning author
Annette Simmons. The first and foremost lesson this bestseller points
to where influence and the connection to storytelling is concerned is
Trust. As the author so aptly puts it; “People don’t
want more information, they are up to their eyeballs in
information.”
Finally, please understand, there is a huge difference in between

getting people to do what YOU want them to, and actually influencing
to really adopt your suggestions. After all, would you continue to be
friends or buy products from anyone who you found “manipulating”
you? What about a business or person who’s ideas or products
you “believe in” because they’re true? This is how
true social media influencers garner so called “ROI”, or
the return on their investment in time.
Now that we have characterized to distinct areas of being

influential; statistical visibility (let’s say) and selling
self, it should benefit us all to become better at telling our
stories – statistical and otherwise.
To be a HIT in
social media land, tell people who you are, convince them your are
trustworthy, let them know why you connected with them, and
“resonate” a continually “credible”
connection with them. That’s all.
<a name="_1j4nfs6"></a>4.4.5 Appear in respected

media
Podcasts
<a href="https://www.podcastinsights.com/podcast-statistics/">44%
of the</a><a href="https://www.podcastinsights.com/podcast-statistics/"> US </a><a
href="https://www.podcastinsights.com/podcast-statistics/">population</a> have
listened to a podcast. Because of that, podcasts have become one of
the hottest marketing channels. Brands like <a
href="https://www.drift.com/">Drift</a> are
flocking to the podcast game and creating <a href="https://www.drift.com/seeking-
wisdom/">versions
of their own</a>. But creating a podcast is tedious work.
You’ll need equipment, editing skills, guests, etc. And if you
have limited resources, it doesn’t seem like a good idea to
dive right into setting one up.
Think about it
another way.
Plenty of podcasts
means they need guests. Pitch to be that guest!
<a href="https://ahrefs.com/tim">Tim</a>,
our Chief Marketing Officer, has appeared on numerous podcasts this
year. From a <a href="https://www.chilipiper.com/blog/tim-soulo-
interview/">relatively-newish
podcast</a> to a <a href="https://www.smartpassiveincome.com/podcasts/seo-
simplified-with-tim-from-ahrefs/">top
100 business podcast</a>, he has done it all.
And that has helped
us acquire hundreds of customers:
How can you find
podcast opportunities?
Of course, the
easiest way is to use Google. Search for “top [your niche]
podcasts”, and you’ll get tons of curated lists:
You can also
use <a href="https://ahrefs.com/site-explorer">Site
Explorer</a>. First, identify the name of someone in your
industry who’s been a guest on many podcasts.
For example, Laura
Roeder is known for growing MeetEdgar via podcast appearances.
Then, go to Site
Explorer > Enter the person’s website > Backlinks >
search for their name in the title of referring pages (e.g., “Laura
Roeder”)
This will surface
the podcasts the person has appeared on.
Find the host and
pitch yourself as a guest!
Want to do this at
scale? Here’s <a href="https://medium.com/swlh/how-to-turn-a-failing-marketing-
campaign-on-its-head-a4c32a55861b">Tim’s
article</a> on how he turned podcast appearances into
a repeatable, scalable process.
<a name="_434ayfz"></a>Medium
At Ahrefs, we have a
general “rule”: Only write about topics with search
traffic potential and business potential. The reason: we want
every article to generate consistent traffic for years after we
publish, and we want to convert that traffic into paying customers.
We want to avoid the “flatline of nope”—where we
have to keep publishing just to sustain <a href="https://ahrefs.com/blog/increase-
blog-traffic/">traffic
to our blog</a>.
The diminishing
results of publishing blog posts that have no search traffic
potential
But this ruthless
prioritization has one drawback. We sometimes dump great content
ideas because they don’t have any search potential.
Usually, these are
opinion pieces or content about how we do things (differently) at
Ahrefs.
Enter: <a href="https://medium.com/">Medium</a>.
Medium is a
user-generated site that prioritizes great content. The beauty of
Medium is the recommendation engine, which suggests articles based on
their users’ reading habits.
This algorithm
allows topics with no search potential to be found by their readers.
Plus, Medium Staff Editors spend their days handpicking great content
to feature.
Translation: Medium
is a place where we can write about these abandoned ideas and still
generate traffic.
Here’s our
current strategy:
Publish
posts with search traffic potential on the Ahrefs blog;
Publish
posts on topics without search potential on Medium.
Final Thoughts
In this post, I’ve
only included tactics that are free or require limited resources. Of
course, if you have the budget and are willing to spend, don’t
forget that you can always buy paid traffic from platforms like
Google, Facebook, Twitter, Quora, etc.
To be transparent:
we also do this at Ahrefs.
For every blog
post we publish, we’ll commit at least $100-$200 on
Facebook Ads to promote the article. And where it makes sense, we’ll
be happy to double down and add more budget.
At ~$0.30 per
click, this strategy makes perfect sense to us.
For you, it might
not. So, feel free to experiment with a few of the above “free”
traffic strategies, and add paid marketing into the mix whenever your
budget allows.
√ 4.4.6
Give free one-hour seminars on your microniche
Later we’ll
talk about using YouTube to create both canned and live videos
sharing your expertise with people very interested in it. So let’s
look at the reasons behind doingf this here, and if you decide it’s
for you, the video walkthrough will follow below in Step
XX.
Video is not for
everything—mostly because it’s a lot of work, and not all
of us come across well as polished professionals when the camera is
on us. Fortunately, the standards by which we judge
“professionalism” have changed in recent years. When we
watch a video now, we care a lot aout production values, but we care
a whole lot more about the information being presented. That is,
does it solve our problems in direct and immediate way?
If it does, we give
the video 4-stars. If the video is also a whizbang production, we
give it 5-stars. Either way, we are pleased.
So consider this
plan of attack:
Commit
to doing one video a month, and posting to YouTube
Each
video speaks to a different aspect of the problem, and your solutions
You
are providing helpful information, you are not overtly selling your
company
Promote
the video in all the ways we’ll show you
Even
if only 10 people watch it, you birddog them
If
they comment, thank them
If
they ask a substantive question, answer them
If
they try to contact you, of course engage with them
Your viewership
numbers will be small in the beginning. That means little. You are
practicing presenting your product/service to the “toughest
crowd” – the one you can’t see. This process will
only improve your presentation skills for other uses, such as
pitching clients.
√ 4.4.7
Read 6 books on your niche, and post book reviews
Read 6, 12, 18…it

doesn’t matter. But the process does. In doing it you are
becoming familiar with everything that has been written in and around
your microniche. This extends your own expertise as you learn from
others. Then after reading each one…
Post
a review on your website—the author will love you for it, and
you will show that your own expertise is secure enough to talk about
others who might be competitive with you, but deserve a mention for
their accomplishments.
Post
in trade blogs and journals—again you are helping the author
but you are also establishing your own expertise by writing a review
that is incisive, informative, and entertaining. (Keep in mind that
most people don’t read books; they read reviews. You are
providing a service and honing your own book-writing skills as well.
There might be a book in your future!)
Post
on reading apps such as <a href="https://www.goodreads.com/">GoodReads</a>—this
is not necessarily a business channel, but a lot of readers value
this “reading community” and consider fellow members
among the more qualified people they could do business with. You
never know where a connection might be made, where a lead might come
in from!
√ 4.4.8
Join a media experts network
If this is
unfamiliar to you, think about how whenever the media needs an
“expert” for an interview on a breaking news case, they
seem to hve one within minutes. How do they get them so fast?
For big news
stories, journalists have their sources that they’ve
cultivated. But when they don’t know any authoritative sources
in narrower fields, they turn to a directory for those sources.
You
should consider joining these registries, and offering your expertise
in a category most closely associated with your microniche. You are
not paid for these interviews, of course, but you may find yourself
quotes as an expert source in a print story or interviewed on camera
for a TV story, generating a lot of free PR and media attention.
Take
a look at:
<a href="https://www.helpareporter.com/">Help
a Reporter Out (HARO)</a>
Sign-up
for Free
Upgrade
to receive favored treatment
Receive
regular emails on opportunities in these categories
<a href="https://www.sourcebottle.com/">SourceBottle</a>
Sign
up for free
Choose
from 30+ categories of expertise
Receive
regular emails on opportunities in these categories
<a href="https://thekiti.com/">Media
Kitty</a>
Annual
$89.95 fee
Ideal
for tourism and lifestyle industries
<a href="http://www.expertclick.com/">ExpertClick</a>
$59
to $179 a month for good, better, best program
Get
published in the sources directory
Includes
the distribution of your own press releases
<a href="https://profnet.prnewswire.com/">ProfNet</a>
Premium
service costing $1,500+ a year
Ideal
for larger companies dependent on media mentions
Receive
regular emails from professionals looking for sources
Having
these media citations, which you can reproduce on your website,
cements your status as a trustworthy authority to your client base.
<a name="_2i9l8ns"></a>
4.6 LAUNCH YOUR SOCIAL NETWORKING
Launch Your Social

Networking
Building
up a strong social media presence is a genuine good news bad news
thing, but by focusing on the good the bad doesn’t matter.
BAD
Your
chances of creating a “viral sensation: that invades the feeds
of millions of social users – from Facebook to LinkedIn to
TikTok – is just as likely as getting struck by lightning. So,
trying to “blow up on social” as they say, is largely a
waste of time. It can happen, but probably not from you trying.
Even
if your hire a social media strategist to help you, they cannot
guarantee that your ideas, content, memes, videos, books, whatever,
will go viral. Not without months of content creation, boatloads of
cash, and luck. Even then, it’s hit or miss.
And
then with success, you’ve got a lot of eyes on you at once, but
what then?
People
drop off—fast. They are looking for the next big dopamine hit,
and if your next content doesn’t give them another high, people
become disinterested, engage less, unfollow.
GOOD
You
are building a one-of-a-kind business targeting a tightly defined
audience, so those people will want to follow you and become “real”
friends on social media. Their numbers will not be large initially,
if ever. But their interest will be real—to their benefit and
yours.
Having
a few totally interested friends is superior to having millions of
followers that some hip social star can manufacture one day, gone
tomorrow. The wonks have ratios devised for this. The higher the
friend count, the lower the authenticity. You are aiming for an
authentic handful, and it will be worth your while.
Especially
in the time of Covid. There’s a reason Facebook’s stock
has almost doubled in 2020. People are cut off and are flocking to
the platforms in search of human connection, or even a sorry
substitute for connection.
Luckily,
there’s one thing that the big viral hits and the authentic
plodders have in common in social media—good content. Your job
is to post the best content you can, and to keep getting better at
it. That will grow your business organically. The best way.
60,000 Foot View of Major Social Platforms
Most Effective Social Platforms for Small

Businesses
<a name="_xevivl"></a>Let’s Build Your

(Smart and Simple) Social Media
High level, there

will be four steps:
Decide
which social platforms are valuable to you
Lay
out your value proposition and use case
Measure
your performance in order to improve
Social Platforms Of Valuable To You

For the Act On
It! business model, you should approach the social platforms
in a 3-tiered approach, completing the first tier before moving to
the second before moving to the third. That’s good pacing that
won’t overwhelm you.
Tier
1
Tier
2
Tier
3
<a name="_3hej1je"></a>
LinkedIn
<a name="_1wjtbr7"></a>
Facebook
<a name="_4gjguf0"></a>
Twitter
YouTube
<a name="_2vor4mt"></a>
Instagram
Reddit
<a name="_1au1eum"></a>
Pinterest
You don’t have
to be on every social channel. Deciding what works best for you and
your clients is what matters. The fewer channels you are juggling,
the easier it will be to build authentic and trusting relationships
with your clients.
Setup
your profiles
Each platform has

good instructions for creating your business page, but as with all
else we’ve added our own instructions—to make it even
clearer and faster.
And if you already

have a business page, this is a chance to improve
it to align with your Act On It strategy
A couple general
notes:
Make
sure you fill out all profile fields.
Use
the same branding (logo, images, video) on each.
Make
sure images fit the specs demanded by each network—as each is
a little different. Here’s a <a href="https://blog.hootsuite.com/social-
media-image-sizes-guide/">Cheatsheet
from Hootsuite</a>.
TIP:
Keep a side file of the basic info you’re inputting, and then
plan to copy it into place and tweak to fit on each new platform you
set up.
LinkedIn
LinkedIn
is the largest professional networking platform with 13 million
companies and 500 million users. LinkedIn’s Company Page is an
excellent way to establish your authority in your microniche and “get
found.”
Begin at <a href="https://www.linkedin.com/help/linkedin/answer/710/create-a-

linkedin-page">Create
A LinkedIn Company Page</a>
Choose
Small Business
Provide
your Page identity, Company details, Profile details, verify it is
your company, then click the blue CREATE PAGE.
You
are now at Build Your Page
Skip
to Add A Cover Image and click the Pencil to upload a cover
image. This will be a long thin image (1,128 x 191 pixels) so you
are limited. The best photo will probably be an abstract one that
conveys a commitment to excellence.
Now
click the blue EDIT PAGE
A window will
pop-up, and on it are all the tabs you haven’t yet completed.
Starting at top left:
Page Info –
you’ve already done this, but edit if you want to
Buttons –
you’ve already setup a button that visitors can click to go to
your website; you can have them take another action if you’d
like, like “Register” for something, but for now, best as
is.
Overview >
Description – write one tight paragraph (of 50-200
words) telling visitors about the solutions you provide to problems,
the values you bring to work, and a hint of the personality of your
senior team, humanizing your company
For
example, for Act On It,
we wrote:
As
Covid disrupted so many lives and jobs, a team of seasoned
entrepreneurs decided to act on a solution: to offer people a path
out of the congested cities into ready-made small businesses out
across America. In these good-to-go businesses, people can turn
their talents into working profits beginning at once. And all the
daily steps of running these small businesses are handled by a Small
Business Automation Wizard. Just add talent to open up the new doors
of success in America, and act on it!
You’ll
also provide your Phone Number
and Year Founded
here.
Then
you’ll list your Specialties—up
to 20. Click the +
and type in the things your company does well (type one, hit return,
etc)
For
we typed in:
Helping
people transition to the next stage
Providing
ready-made entrepreneurial businesses
Practically
automating the running of a small business
Location—the
next tab allows you to list your address, if you like.
Hashtags—add
3 hashtag topics that matter, and you’ll be able to see and
respond to trending posts from LinkedIn’s new hashtag feed.
For
we used:
#ActOnIt
#covid19impact
#smallbusinessautomation
Featured
Groups—You may want to form a Group on LinkedIn and invited
others in your microniche to join in an active conversation. We’ll
return to this.
You’re
almost done! And LinkedIn will take you to your page where you can
Explore things to do and make your first Post. More on this to come!
Now we’re onto

setting up the next, and almost as important, social account for your
business
(We’ll return
with strategies for making the most of all these platforms.)
Facebook
From your existing

Facebook account, go to Pages in the left nav, and then click on
Create New Page.
You may be asked to
choose Business Or Brand. Or you will go right to a wizard to
fill in:
Page
Name
Category

Description
Profile
Photo 
Cover
Photo 
Username
If you are normal,

you’ll be interrupted at one point. Be sure to click Save
Changes at every step. If you step away, plan to return to
Facebook’s Manage Page to pick-up on unfinished data
entry. And so, continuing with…
Contact
Location
Service
Area
Hours
(if you have them)
Privacy
Policy
Products—if
you know them, great, input them…or you can wait until we
better define your product/service line in Project 7.
Additional
Product Information—same as above
Price
Range—list prices if you have them, but for your Act On
It! business, the prices will usually depend on the
product/service offered and choosing “Unspecified” is
often best.
Other
Accounts—you can connect a number of other social accounts
to your Facebook page, and you should come back to do, when they are
all setup.
On
your page, now mostly completed, you can see in upper right a blue
Add A Button. Click it, then click Edit, and see
choices for actions you’d like visitors to take. A smart
choice for now is Learn More. If you agree, click it and
enter your website URL. (You can choose other options, such as
booking an appointment directly with you. Look at your options, and
decide.)
You can Publish

your page now. You’ll come back to see how the page looks to
outsiders, to interact with followers, and to promote your business.
As you do, you’ll be able to add more info on your company, and
will want to.
But it’s a
good ideas to one more thing now.
Add a pinned post
It’s
a good idea to “pin” a post to the top of your Facebook
timeline—a post that will stick to the top of the cue and tell
your story while other posts fill your feed.
You
want it to be attention-grabbing, to entice visitors to linger a bit,
look around, and see what you’re doing. Here’s how you
do it:
Publish
a post that talks about the biggest problem in your microniche, how
you solved it, and why everyone lived happily ever after. That’s
right, make it dramatic but fully honest and trustworthy. Spend time
making it sing!
Now
click the 3-dots on
the top right of the post, then click Pin
to Top of Page.
Done!
And onto the next...
Twitter
Go to Twitter's
<a href="https://twitter.com/i/flow/signup">Signup
Page</a>
You are signing up

as a person, but giving your business info.
Enter Business
Name, Phone or Email, Date of Birth, and click
Next,
and Next again. Twitter will send a text code to your phone or
email, enter it as instructed.
Now you’ll…
Choose a Password
Enter your Profile

Picture--use your company logo
Enter your Bio,

just 160 characters long, so something pithy that draws the viewer
in, like your company slogan...
What are you
interested in--choose the options or ask for more, including both
personal and business interests, and these will show up on your
Twitter profile.
Based on your
selections, Twitter will offer the names of high-profile people to
follow. This will help populate your Twitter feed quickly, since you
will see their posts. You can add or subtract them later--so select
a bunch that you like, admire, or want to learn from.
Next click Allow

Notifications so Twitter can keep you up-to-date,
That's it, you have

a Twitter feed in front of you! At the top is the question, What's
Happening? Type a reply and you've tweeted...
And onto the next...
YouTube
Using YouTube
effectively takes some real effort, but it is worth the investment of
your time as we will see. Right now, let’s just setup an
account.
Work from a laptop

or desktop—not only for the ease, but you can’t do
everything you need to do on mobile. So sign into an existing
Google
account***, or create a new one for your business <a
href="https://www.google.com/account/about/">here</a>.
Click the 9-dots

icon in upper right, and select YouTube.
Click on the avatar
icon in upper right, and select Your Channel
Click the blue

Customize Channel. Here you can setup a few things:
Layout tab
Channel
trailer 
Share
a preview of your channel shown with people who haven’t
subscribed yet.
Featured
video 
Highlight
a video for your subscribers to watch. This video won’t be
shown again at the top of your page for subscribers who have watched
it.
Branding tab
Profile
picture
Upload
a personal photo, or company logo—it will appear next to your
videos and comments
Banner
image
Upload
an image to appear across the top of your channel
Video
watermark
Upload
a small (150 x 150 pixel) image that will “watermark”
your videos, making them your own.
Basic Info tab
Channel
name and description
Edit
your name if need be, and add a 100-word description of your company
and the value delivered in your videos.
Links
Add
links to your website and other sites of interest to your views.
Contact
info
Add
your email for point of contact.
Click Publish,
and Go To Channel, and you’re ready to upload your first
video—which we’ll do when we move into the Strategy Step
XX.
For now, we’re

off to the next setup...
Instagram
Instagram has become

“the new home for brands,” where engagement is high,
followers are brand-loyal, and real business goals can be achieved.
And you’ll do it best with a Business Account, not a Personal
Account, on Instagram.
Unlike
with a personal account, you can promote your business, see
performance analytics, and run ads to help your business grow.
You
get a contact button where you can put your email, phone number,
address, and links to your Instagram stories.
Once
you top 10,000 followers, you can add a “swipe up”
feature with your link to your landing page—a real incentive to
build an audience.
To get an Instagram
Business Account:
Download
the Instagram app to your phone, if you don’t already have.
Tap
Sign Up,
enter your email address and tap Next,
or to sign up with your Facebook account.
Go
to Settings,
scroll to Switch to Business Account.
Add
pertinent business information to create a Business Profile. In your
short business bio, be sure to add a link using <a
href="http://www.bit.ly/">Bit.ly</a>
(so people can click to your website, or a Landing Page)
Reddit
How to Create an Account on Reddit
Go
to <a href="http://www.reddit.com/">Reddit.com</a>.
Register
an account in seconds by going to the upper right-hand corner on the
homepage and clicking Register.
Enter
a Username, Password, and Email. Don’t shy away from
interesting names on Reddit—people prefer it! And click
Create
An Account.
Done!
Pinterest
We talk little about

Pinterest here because it’s not central to our Actonit.pro
strategy, but if your audience is young women interested in clothing,
art, and food, it can be a powerful lead generation tool.
Pinterest is not
just a place to connect with friends and influencers. It’s a
visual productivity tool for planning out your dreams. “Pinners”
look to the platform for inspiration—in planning their
weddings, dream vacations, and holiday dinners. So, they welcome
branded content—ideal if you have a product, but professional
services companies make it work, too.
So if Pinterest is
in your future, see this how-to from <a href="https://blog.hootsuite.com/how-to-
use-pinterest-for-business">Hootsuite</a>.
Now let’s move

on to the fun part…
What Can You Achieve With Social Media?
Here are some goals

that should work for you, and should be pursued:
Build
awareness of your brand and a following
Increase
engagement with your audience
Drive
traffic to your website (or online store)
Order these goals in

importance to you, for they will guide our next steps.
There are 3rd party

social media management posting apps use can use to do your postings,
track all your posts and activity, and follow other accounts you care
about. These apps are worth using if you go heavy into social media.
Otherwise, you are better off just visiting your company page on
each of the social platforms to keep up to date.
If you want help,

the best entry-level tool is Hootsuite at $29/mo. with a <a
href="https://hootsuite.com/plans/all-inclusive-trial">free
trial</a>.
<a name="_3utoxif"></a>Your Strategy Across Each

of the Platforms
LinkedIn
You are using

LinkedIn to build up a professional network—both in making
closer connections with people who can help your business, and with
people who you can help. It’s the 2-sided coin nature of
LinkedIn that makes it work. Those who treat it as a spam channel
with see little return for their time invested.
Optimize Your Profile
You have set it up.

Now let’s make sure it’s firing on all cylinders:
Is
your profile page 100% completed, with all keywords included?
Are
your blogposts all copied into your profile (they should be, we set
it up!)
Are
your presentations copied into your profile
Regular Steps on LinkedIn—summary
Share
a status update with relevant businesses content
Check
and respond to messages and emails (aka InMail)
Check
notifications and respond to actions when appropriate
Accept
new connections and send messages to open dialogue
Find
and reconnect with colleagues and classmates
Engage
in conversations and post into LinkedIn Groups
Join LinkedIn Groups
Join just 2-3 groups

closest to your microniche, and to your interests, and focus on them.
Get to know each of the group owners, seriously get to know them.
Get involved in the conversations, speak with authority and humor.
You will be illustrating your expertise, and growing relationships
with like-minded people that could also benefit from being part of
your group.
Create Your Own LinkedIn Group
LinkedIn Groups are

the best way to get messaging through to people at the periphery of
your reach—that is, people who share interests with you but
don’t know you and probably wouldn’t respond to your all
or email…not yet anyway.
Groups are great

because LinkedIn sends a daily, or weekly digest to all group members
keeping them updated and engaged.
Now if you form a
Group, you are the Admin for that Group, you can send messages to
everyone in the group. You can control the info flow. You of course
know that this Group is not your soapbox, not your product promotion
platform, it is you organizing your colleagues around shared
interests, and talking about those interests, which can often lead to
deeper business connections. Especially for the Admin who is doing
all the work, and seen as the “lead dog” in the Group.
How to build an
engaged, impactful LinkedIn Group:
Be clear on who belongs in the group
In setting up the
group, describe it as specific as you can to your microniche. The
more granular and specific the description, the easier for people to
gauge if it will be a good fit. Some key setup Steps:
Write
the Group’s “About” blurb. In it, state the
intention of the group, what you will be sharing, and topics to be
discussed. Use all your microniche keywords to help the right people
find your Group. Add your bio as a sign-off bit, and be brief.
Make
sure your Group is “listed” by LinkedIn so your content
will be searchable and your group title will appear when a member
hunts for a topic related to your group.
Have
Group Rules posted visibly so new members know what is allowed (on
topic conversations) and not allowed (self-promotion, harassment,
solicitations, etc). For a superb Group Rules model, see…
To help you get

clear on the topics you will introduce into your Group to seed
conversations among members, answer this:
What
are the ‘pain points’ stuck in your ideal members minds
when they can’t fall asleep at night?
What
are the questions that your clients and prospects ask you most
often?
What
makes your specialty so much fun, and why…since members want
to enjoy these groups!
Drive the quality to its highest level
Setup the Group and

first extend invitations to your existing connections. LinkedIn lets
you invite your “1st Degree” connections using
your Group’s Email.
Make the message

short and sweet—your response rate will shoot up.
Share your “Group

Join” link on other social networks.
Add your Group’s

link to your LinkedIn Profile, to your email footer, to your website
and anywhere else that feels right.
From time to time,

encourage Group’s members to actively promote the Group.
You want members, of

course, but only the right kind. Set your group account to
“pre-approval required” so you be selective, and keep out
spammers and people who don’t fit. Plus people want to feel
like they are in something special, so make it feel that way.
Keep an eye on the proceedings

Schedule a set time
regularly to watch over what people are contributing or commenting in
the Group. You want to watch for spammers or negative influences,
and politely remover or block them from the Group.
Regularly poll the

group and see what topics should be discussed in more detail and what
aspects of the community they want more or less of. This will help
keep the conversations fresh and relevant, while showing each member
you value their feedback and want them to get the most out of being a
part of the community.
To form your own

LinkedIn Group, <a href="https://www.linkedin.com/help/linkedin/answer/6/create-a-
linkedin-group">begin
here</a>.
For LinkedIn Group

Best Practices, <a
href="https://www.linkedin.com/help/linkedin/answer/61178/linkedin-groups-best-
practices">go
here</a>.
LinkedIn’s Premium Tools
LinkedIn has gotten

good at moving as many of their useful tools to premium as they dare.
So you are limited in what you can do. But as your business grows
you will want to return to take a look at these premium tools.
Premium Business
will be most useful, and it provides, for $48 a month:
InMail
Messages -- Contact peers, industry leaders, or potential
partners – even if you’re not connected. You can then,
with all written messages, reach almost anybody.
Who’s
Viewed Your Profile -- See who’s viewed your profile over
the last 90 days. Many of these will be prospects worth contacting.
Company
Insights -- Access to competitor data, industry news, and
analytics.
LinkedIn
Learning -- Access over 15,000 expert-led courses to sharpen your
skills.
Here’s a
comparison of LinkedIn’s tools, compiled by Melonie Dodaro who
runs the first-rate LinkedIn marketing firm, <a
href="https://topdogsocialmedia.com/">Top
Dog Social Media</a>:
And
now we move onto the work you’ll do on…
<a name="_29yz7q8"></a>Facebook
People use Facebook

to keep up with close friends and family and, to a somewhat lesser
extent, spout off about things they think are important. For the
most part, they don’t appreciate their timeline being larded up
with promotional content. Facebook knows this, and has tweaked their
algorithms so your business won’t be seen, unless you pay to
play. So what is your strategy?
You want to use your

Facebook page, and your posts, solely as a way to build a community
of people with shared interests. Solely that. So when you do post,
your community appreciates it, signals as much to the Facebook
censors through their “Likes”
and “Shares”, and your content gets seen within your
community and in time by a larger audience.
Here’s how to bring a Facebook community to

life.
We begin with some “use cases”
Here’s
how others are actually turning their Facebook presence into a lead
generator.
Simple
Use Case for Mortgage Lender, Gary Schwary
Gary
is a successful mortgage lender who, early on, understood that
posting fascinating stories about the capital markets wasn’t
going to win any friends on Facebook. So he established himself as
the guy who regularly posts corny old-time non-political cartoons. If
you’re friends with Gary, you see a little cartoon of a certain
flavor in your Facebook feed and know he posted it even before seeing
his name above it. You look at the cartoon, you chuckle, and you
move on—but you remember Gary. Next time you need a loan, you
might call Gary. Very effective.
Complex
Use Case for Musical Theater Podcast, Extreming!
Extreming!
is a fast-moving indictment of our dysfunctional nation with a young
edgy cast, great podcast on its way to a theater. But the backers
lacked the money to promote it bigtime, so they created a one month
supply of clever and intriguing posts, knowing they could recycle
them monthly:
Invitations
to join the Extreming! Community
An
audio trailer for the show—it plays right in the post
An
announcement of a new episode every week
Actor
profiles with photos, video shorts, fun facts, quotes
Teases
of the plotline, revealing just enough to start a conversation
Memes/jokes
from story linked to relevant pop culture news/events
Quick
clips of songs from the show
It
all added up an entertaining romp, perfect for making it into the
news feeds of podcast and theater buffs.
You
can see from these two models that a strategy can be formed to turn
Facebook into a community.
Post daily to a Facebook page, first thing in the

morning
Post to both your

personal and business pages
Respond to all new comments and messages
Like all comments

(if they’re likeable:)
Schedule following
days’ post if you can’t post it live
Contribute to
conversations on other business pages
Facebook Insights shows your best performing

posts
Go
to your Facebook business page in the left nav, click Insights.
You’ll
get a rich display of data on your page’s overall performance,
your audience demographics and engagement, how your posts are
working, who you’re reaching, your comments and reactions.
Use
this data to help you plan future content.
Twitter
It’s where
people go to learn of breaking news, get opinions and insights on it,
and add their own two cents. Twitter is like an information iceberg.
Rising above the water is the smallest part—and it’s
often a riotous whirl of half-witted absurdity. But below the
surface for those who understand the platform, there is a great
number of valuable communications benefitting all the participants in
a very meaningful way. You will focus on that part!
Supercharge Your Twitter Bio
Yes, you already

completed your Twitter bio, back in Step XX.
We know. That was just a placeholder, though. Now we’re
going to optimize it, and spiff it up a bit… because it
matters. People are moving fast on Twitter and you have just a second
or two to grab their attention. Really grab it.
We’ll have some models below to inspire your thinking.
Here’s how you

do it:
Try to use all 160 characters allowed

You
only have about 25 words to work with—try to use the entire
short space to grab attention (bios using almost/all 160 characters
result in more followers).
Introduce yourself in a fun way

Give
prospective followers a brief description of your product/services
and what to expect when they follow you, and try to bring a smile to
their face. Be funny, be kind. Give people a taste of who you are,
and what you’ll post.
Include all the right keywords

Twitter
bios are indexed by the search engines, so putting all your relevant
keywords in your bio means your posts will be found in people’s
searches.
Master the humble brag

Twitter
is okay with horn-tooting—like the mentioning of awards,
rankings, and other social proof—as long as its tasteful, and
not overdone. So if you got, flaunt it…in an understated way.
Include a CTA
If
you want your followers to tweet out a hashtag, or visit your
website, or sign up for your newsletter, tell them that. And save
precious space by using <a href="http://www.bit.ly/">Bit.ly</a>
to shorten the link you ask people to click on.
Throw in an emoji—seriously
An
emoji may not be worth a thousand words, but they’re now a
fully functioning and expected part of the online conversation.
Choose 1-2 that help convey your product/service appeal as well as
your outlook on life!
Twitter bio ideas—for similar companies
Here are models of

Twitter bio setups, from companies in professional services and niche
products based on the Act On It! Model. Use these to
inspire your own Twitter bio set:
<a href="https://twitter.com/hootsuite">Hootsuite</a>
As the first and
best social marketing tool, Hootsuite’s Twitter bio is first
rate: Informative introduction, keywords included, a bit of social
proof, a call-to-action, and a link to their support team. All in
152 characters.
<a href="https://twitter.com/Postmates">Postmates</a>
Turns a testimonial
into a bio line, and shows its followers that it listens.
Shaw Fire Log

Sparks joy, one
smoking pun at a time.
Regular Steps on Twitter—summary
Build a Twitter following.
Do
a basic Twitter search by entering your keywords into the top search
window and finding people who are talking about those keywords.
Your
job is to follow these people, respond to their tweets, answer their
questions, build up relationships. They’ll want to support you
because you’re Twitter buddies.
Aim
to engage with minimum of five targeted people / prospects daily.
If
you already follow lots of different people on Twitter, it’s
helpful to organize these “business-related” people in a
Private List that you can watch daily. To make this Private List:
Click
on Lists in
the left nav bar.
Click
the blue Create A
New List icon
in upper right.
Choose
a name for your List,
and a short description if helpful.
Click
Private,
and then Next,
and then Done.
Focus
on these people, and on building up their numbers.
Post original tweets daily.
Write tweets of
interest in your microniche with the goal of enticing your targeted
community to respond, click, or retweet
Include
1-2 of your keywords in your tweet if it flows naturally
Include
a direct link to your content when it feels relevant
Share
the content of people who have shared your content
Respond
to and/or thank anyone who @ mentions you
Follow your microniche leaders/influencers.
Track on thought
leaders in or near your space and flatter them professionally. Show
them you are impressed with their work. Be honest, but appeal to
their egos. They clearly have big egos, or they wouldn’t be
visible on Twitter! To do this:
Find
these leaders by doing hashtag searches
In
your own tweets, use the # to tie to them and the @ to mention them
Retweet
their tweets
<a name="_p49hy1"></a>Become handy with hashtags
Hashtags,
as you probably know, help people find things, find you—so they
are important. There are two main types you can use:
Trending
hashtags put you in the middle of trending conversations, but out of
context, so little will come from it except ill feelings since you’re
obviously promoting, not participating.
Niche
hashtags specific to your specialty will only be seen by a few
people, but those are the people you want to see your posts. Plus
there’s far fewer posts to compete with, helping yours to be
seen.
Decide
which are the best hashtags to use for your microniche specialty.
Every
few months, as these hashtags grow stale, refresh them with new ones.
Tracking your Twitter effectiveness
Twitter provides you

with free analytics on your account.
On a desktop or
laptop computer, visit <a
href="https://analytics.twitter.com/">analytics.twitter.com</a>
to turn them on, logging in with your Twitter username and password.
If you are using the

Twitter app for iOS or Android, tap the analytics icon visible in
your Tweets.
You will see:
Engagement
rate
Link
clicks
Retweets
without comments
Likes
Replies
Consider adding the TweetDeck tool
If you find that

Twitter is great for business, you should use the Tweetdeck tool to
make life easier. TweetDeck does a lot of things for you, and at no
cost:
Shows
you multiple timelines in one easy interface.
Schedules
your tweets for posting in the future
Let’s
you manage multiple Twitter accounts
Builds
tweet collections for you.
TweetDeck is
currently available at tweetdeck.com or the Mac app store.
To learn more about

<a href="https://help.twitter.com/en/using-twitter/how-to-use-tweetdeck%20to
%20easily%20see%20and%20respond%20to%20your%20lists.">Tweetdeck</a>.
<a name="_393x0lu"></a>YouTube
YouTube has stepped

up into the role of leading lady in today’s marketing
productions, for good reasons:
YouTube
is the most popular social platform among U.S. adults. Nearly
three-quarters of Americans use the social video site, compared to
the 69% who use Facebook.
It’s
a lot more fun, especially for a younger video-literate audience that
prefers watching over reading and follows up with their pocketbooks.
Unlike
trying to get found in Google Search, which can be very expensive
since you have to buy keywords to rank, a YouTube video is
ranked by how entertaining, informative, and useful people think it
is.
YouTube wants
viewers on its platform, that’s how they make money. So they
reward Likes or Dislikes, Clickthroughs, Average Viewing Time—the
things you can actually influence.
However, with so
many videos on the platform, it’s still very hard to
breakthrough with a video that ranks high in the listings. Plenty of
social media mavens will tell you they have the secret, they can make
it happen, etc., but the truths are two:
You
are making videos to promote your company and you will host them on
YouTube for the convenience of it.
You
will spend about a half hour on each video trying to optimize it so
that it stands a chance of bubbling up high into the listings for
your subject matter—since it is possible!
First figure out what people want to see
You want to know

what are people searching for so that you know what, ideally, to
create videos about! You begin with keyword research, as always.
Type any keyword

into YouTube’s search box, and you’ll see a dropdown
showing you what others have continued typing based on what you’ve
typed in so far.
It’s a great
source of inspiration for what people have previously searched for.
For example, if I
type “vegetarian,” I see results like “vegetarian
ramen” and “vegetarian lasagna,” which are great
ideas for standalone videos.
For even more ideas,

use an underscore (_) between words. This acts as a wildcard search.
But YouTube doesn’t show search volumes. For that, go to the
<a href="https://trends.google.com/trends">Google
Trends</a> tool we’ve talked about to estimate
popularity.
Then create the video of what they want to see
Yes
you can create a video about anything you want, especially if you
only intend it for a limited audience, such as a Customer Training
video.
But
generally speaking, you should approach videos like other content,
with MAYA in mind. Most Advanced Yet Acceptable. Telling people
something that’s new and exciting but which also fits with
their accepted world view.
That’s
the high-level formula for success, even if your aim is not to
generate eyeballs. But of course, there is much more to it…
You
want to craft a video that keeps the viewer watching—all the
way through. So for example, a “55 Must-Know Facts About Your
Hemorrhoids” is going to keep people watching for a long time
if hemorrhoids concerns them, because it takes a while to get through
all 55! (Sorry, hemorrhoids sufferers:)
So
script your story with the idea of hooking people in, holding them as
long as possible, sharing content that is entertaining and engaging.
Note:
Creating
a high-quality video has gotten a lot easier with new technologies,
but it still requires a lot of work, an artistic flair, and attention
to detail. Don’t believe all the articles on the web saying
it’s “so easy.” It’s not. But if you follow
this checklist you can create a video that serves your purpose.
Checklist for Making a Professional Services

Promotion Video
Pre-production
Decide on your precise purpose for the video.
To
drive traffic to a landing page?
To
raise awareness about your new product?
To
motivate your customers to buy your product?
To
influence key decision-makers in your larger niche?
To
help prospects solve a problem they have?
Choose
a single purpose to focus on. So that your viewers will know there
is ony thing you want them to do after watching your video.
Define your audience
We
have spent time defining your audience in <Step XX>. You know
who your carefully targeted audience is, what their concerns are,
what motivates them. You want to review this information now so that
you are aiming this video precisely at the people who most want to
see it, need to see it.
Establish a budget
You
can complete a video at zero expense if you have the basic hardware,
or at a low expense if you need to pick up some items. You should
not try for big-time production values because you cannot hope to
compete with the wizardry of Hollywood, and you will look bad in
trying.
To
help in budging, here is a <a href="https://onemarketmedia.com/video-production-
cost-calculator/">video
production cost calculator</a>
Do some brainstorming
Use
a white board to begin brainstorming ideas, and just ideas, that feel
like they belong in the video, or might make the video genuinely
appealing. Jot them all down. Fill the whiteboard. Don’t
limit yourself. And don’t try to “think” just yet,
“feel.” You want to trigger emotions in people, that
comes from feeling and not from thinking (time for that later:)
Now
start thinking about these ideas. Think about…
Are
these original ideas, or new angles—they want to be!
Is
this going to be an expensive production—it shouldn’t
have to be!
Could
this possibly go viral in your microniche—you can dream!
Develop your message
The
best way toward is to simply identify a problem that your audience
has, and say how you solve it. The old one two. Bingity-bang.
Include
the 3-5 key parts of your solution that will resonate you're your
audience.
Don’t
try for more than five parts or ideas; your audience will not
understand or remember any of them. Expect your audience to be
distracted and interrupted—so many people are on a regular
basis. You need to hone in on your theme, tightly.
Prepare a script and

storyboard
The
script (what your characters will be saying) and storyboard (a map of
the visual flow of the video) are the foundation of your production.
Take your time as this stage to get it right.
Decide
who will be in the video, how much talk there will be, and where you
want to shoot it. Do it on simple notebook paper, in pencil, using
stick figures. You're just trying to visualize how the thing will
flow through time, and what will be needed to produce it.
A
great video script is a great story—which means building in
hooks that are proven to win people’s attention and keep them
entertained. Even thought your video is not a dramatic production,
you benefit from building in dramatic devices that hook your audience
and keep them wanting more. Consider ways to include…
Underdog

People
love underdogs—a hero in the making who faces challenges to be
overcome—so we can root for them. We love unknowns getting a
shot at their big break. How could this work for you?
Suspense

Give
your audience something they haven't seen before, something that
holds them in suspense wondering what's going to happen next—that
will keep them watching.
Contest

Contests
make for easy dramatic story arcs. We want the hero to win. Your
story isn't likely to be an actual competition, but it can feel like
one. In West Side Story, Tony wants to win the hand of Maria. Yes it
seems simplistic, but it works.
Positivity

Everyone
is sick of negative news, and nastiness, especially after 2020. We
want joy, we want entertainment. How can you make your audience
forget about their troubles and be happy…even as you’re
talking aout the problems they face?!
Participation

Having
the audience vote for a winner keeps them engaged. People no longer
want to be involved in the story, they need to be involved.
Especiually younger audiences since they grew up on interactivity.
How can you make your audience feel part of the show’s outcome?
After
the basic scripting…
You
want to write bumpers. These are short segments at the beginning and
end of your video that provide viewers with information about the
production. Here you add your company name, product/service name, and
URL for learning more.
You
also want to write your short on-screen call to action. This is a
little box that sits in the corner of your video, and it is linked,
so that people can click on it and go to your Landing Page to see
your offer.
Make a shot list
A
shot list helps you determine every shot you’ll need. Not just
your core scripted shots, but any additional clips or footage you’ll
need, known as B-roll. Make the list along with some notes about
each shot, if helpful.
Get your equipment

together
Video
camera
You
no longer need a big expensive video camera, though if you have one
or want an excuse to buy one, your production will be that much
better! But you can now get quality that’s fully good-enough
for YouTube using your mobile phone, if you have a later version.
If
you are interested in good semi-pro cameras:
<a href="https://www.cnet.com/news/best-action-camera-for-2020-gopro-insta360-dji-
and-more-compared/">Pro
and Semi-Pro Cameras – CNET Editor’s Choice</a>
Microphones
Each
of your speakers wants to have a wireless lavaliere microphone to
capture high-quality audio. And you want it captured well—it
can’t be fixed easily in post.
A
good mic for only $69:
<a href="https://www.amazon.com/Technica-AT829CW-Lavalier-Microphone-
UniPak/dp/B0002BBOR0/ref=sr_1_3">Audio
Technica Wireless Lavaliere</a>
Lighting
Kit
Lighting
a set is not easy, but for your video, you can do a good job with a
basic three point lighting kit:
Key
light
pointing at the subject.
Fill
light
to balance out the light falling on one side of the face
Back
light
to help the subject stand out from the background.
Once
you have mastered this technique it is possible to innovate,
experiment and chop and change lighting setups to get across the
desired tone for the interview.
Or
ideally, shoot outdoors in natural sunlight. Test various locations
prior to your shoot and watch it back on your video monitor or TV.
Lighting is also hard to adjust in post, so get it right in planning.
Backdrop
If
you are shooting indoors, you want a nice backdrop that reinforces
your core message. An office desk, or office whiteboard with
drawings on it, or office library might be just the backdrop you
want.
Or
you might prefer hanging a linen backdrop that mutes out everything
but your subjects. Or you can use a green screen so you can project
images onto it in post.
Good
sources for <a href="https://www.backdropexpress.com/Video-Backdrops-
s/2218.htm">professional
backdrops</a>,
and <a href="https://filmora.wondershare.com/video-editing-tips/best-green-screen-
backdrops-kits.html">green
screens</a>.
Clips
There
are several good sources of free and inexpensive photos and videos,
with hundreds of thousands to choose from at each service:
123rf.com
(good and cheap)
Unsplash.com
(free, largely amateurish)
GettyImages.com
(very best, but pricey)
Pond5.com
(great for dramatic productions)
Shutterstock.com
Scopio.io
Artgrid.io
Stock.adobe.com
iStockPhoto.com
Select the right location
You
want to choose a location, preferably outside in the natural light if
you can count on weather, that reinforces your central theme.
Do
you want a balcony in a fine hotel—speaks of success.
Do
you want a bench in a park—speaks of thoughtfulness.
Do
you want to use your office—it’s real, and a bonus, it’s
easy to do.
You
may want your background out of focus to give the feeling of depth,
and to concentrate the eye on your subject.
If
shooting on location, you may need to arrange location permits, check
for power availability, check for special clothing, food, water,
toilets. (Yes, this is a short video and not a feature film; but you
could easily spend four hours shooting.)
Crew
You
can shoot this video yourself. It’s entirely doable. But you
may want to have a crew for camera, audio, and lighting. Those are
most important.
You can also benefit

from a Director, Production Assistants, and Teleprompter
operator—though the expense is hardly worth the return.
You may also want to

use professional talent—an actor or specialist in your
industry—too help tell the story. Again, this raises the cost
and takesthe focus off of you, neither of which are usually to your
benefit.
The Shoot
Come
prepared with your script, storyboard and shot list.
Have
backups for everything if you can (batteries, microphones, AC power,
headphones, duct tape, adapters, wardrobe).
Use
headphones so you can hear what your camera is recording.
Capture
lots of footage…you can always delete footage.
Try
and minimize any problems before each shot. Before you end the shoot,
check your script, storyboard, and shot list again to ensure you have
everything you need. You should try and minimize the “Darn, I
wish we would have…”
If
you are interviewing someone, tell them exactly what will happen in
the interview process, without letting them know the questions you
are going to ask. You want to capture natural, authentic answers and
that tends to be hampered by giving the subject a list of questions
prior to the interview.
Be
sure anyone in the video is wearing the right clothes. Avoiding
checkered patterns—they wreak havoc with cameras. And no logos
on shirts, unlessthey’re yours.
Keep accurate notes

during the production. Make a note of anything that might require
clarification, or rewdo, or another redo.
Post-Production 
After
the shoot, run back to your office to log and then dump your footage
into a video editing software. Apple’s <a href="https://www.apple.com/final-cut-
pro/">Final
Cut Pro</a>
is a first rate package, but expensive. And there are many
good-enough online video editors now available.
Here’s
a good review of the top 10 video editors, from <a
href="https://www.oberlo.com/blog/best-free-video-editing-software">Oberlo</a>.
Understand
that video editing is the hardest part of the production. Few first
outings are pleasant. Plan on taking several tries before you get it
right, and then improving over time. Even Steven Spielberg and
Martin Scorsese took years to perfect their craft!
Aim
for a 2-4 minute finished length. Attention spans shrink by the
year, and you can communicate a good message in this length, if you
follow all the steps and executed faithfully.
Now that your video

is finished…
Upload your video to YouTube (the first of many

to come!)
Sign
into your YouTube account.
Click
on the Create a Video
button at the top (it’s a camera icon).
Click Upload
video, and then select it from your
computer.
While
the video uploads, work on two things:
Title:
Make sure you like the title you’ve used.
It wants to accurately describe the video and be enticing at the
same time. Edit it to perfection.
Description:
You have up to 500 words or so you can use to describe it. Be sure
to include all your relevant keywords, but don’t keyword stuff
(that works against you).
When
finished processing, click Next.
Indicate if the
content is okay for kids, then click Next.
You come to a Video

elements page. Here you can get advanced and take steps to promote
your video. It’s rather complex. Jump in if you are good with
video controls. Otherwise, click Next.
You come to the

Visibility page, choose who can see your video, and click Save.
The video is now

sitting on your own Admin page, and ready to be published.
Be sure you can get “recommended” by

YouTube
Many companies say
the majority of their viewership on YouTube is driven through the
Suggested/Recommended Videos column (to the right on watch pages). So
optimizing this column for your own videos is critical for:
Driving
big numbers of viewers of your videos
Ensuring
your audience is not whisked away to someone else’s videos
So first you need to

Enable Channel Recommendation on YouTube. Doing this has turned in
recent years into a complicated click path, but...
Beginning
at Your YouTube Channel
Click
your Thumbnail Image in upper right
Click
the Settings gear icon
Click
on Channel Status and Settings
Click
Channel
Click
Advanced settings
Scroll
to bottom to see Advanced channel settings, and click
See
Channel recommendations, and click Allow my
channel to
appear in other channels' recommendations, then Save
Encourage people to engage
YouTube’s
algorithms reward likes, dislikes, and comments. So promote this by:
Replying
to all comments you receive
Posting
our own comment questions to spark comments
Optimize your title, thumbnail, and metadata
Title
Doublecheck that it
is as powerful as possible. Be sure your title accurately says what
the video is about, or it won’t show up in the Suggested
column.
Thumbnail
More important than

your title, because it is what motivates a person to click. When
your video is sitting in YouTube’s Suggested/Recommended tray
in the right column, you need it to stand out and shout “Watch
Me Next!”
So spend time making

your thumbnail enticing and intriguing, so that the viewer is
motivated to learn more, get the rest of the story, jump in and
watch.
To make great video

thumbnails, see this free tool from <a href="https://www.canva.com/create/youtube-
thumbnails/">Canva</a>.
Metadata
Descriptions, Tags
and Closed Captions are all important aspects of our meta data.
Your video
descriptions should be a minimum of 3 sentences and placed at the top
of the description section before everything else such as links.
Always include a
generic 3–5 sentence description of the show
Always include the

same 4 – 6 generic tags about the show and channel
When you’re ready, publish and promote
With everything in
order, you are good to hit Publish.
The first 24–48

hours from publishing is the critical period. Respond to all comments
and promote it heavily on your website, on social media, in your
emails.
Organize your YouTube Channel
As
you create more videos, you’ll want them organized so that
people know how to navigate through them all. For instance, you may
want categories for Marketing, Product Info, Customer Training. You
can always change this structure later.
YouTube
calls these categories Playlists, so here’s how to setup
Playlists:
Go
to your Channel
Click
the left Playlists tab

Click New
playlist
Enter
a title for your playlist, and click Create
You’ll
go to your empty Playlist screen. Usually in the middle column, by
an arrow, you'll see a 3-dot icon, click it
You'll
go to an Add video to playlist screen, choose the source:
Video
Search
by
URL
Your
YouTube videos
Click
on the ones to add, then click Add
videos
You
can sort these later, to put them in the order you want for viewers
You can also create

a video trailer just for your Playlist, to guide viewers to the
videos in the Playlist—helpful when you have a lot more!
You can also add

team members when you’re ready. To do so, you will:
Click
your profile icon in
the top right
Choose Settings
Click
Your Channel > Status and Features
Click
Permissions
Click
Invite
Enter
emails and give access levels to your invitees
Assess your videos’ performance in YouTube

Analytics
Go
to your Channel
Select
YouTube Studio
Choose Analytics
on the left sidebar
You will see the

last month by Views, Watch Time, and
Subscribers
Click See More

to go further back in time, as well as entire suite of metrics—more
than you'll ever need. But from these you can learn what's working,
what's not, and why—to aid in future productions and
optimization efforts.
And
phew!
You
now know about 50% of everything you need to use YouTube
successfully. There will be more learning required, and you can turn
to that in the months ahead. For now, you have enough to get your
video campaigns rolling.
Learn More
<a href="https://www.wordstream.com/blog/ws/2018/09/20/youtube-marketing">The
Beginner’s Guide to YouTube Marketing for Small Businesses, by
Wordstream</a>
<a href="https://sproutsocial.com/insights/how-to-promote-your-youtube-
channel/">How
to promote your YouTube channel to maximize views, by Brent Barnhart
of Sprout Social</a>
<a href="https://peacefulmedia.com/blog/how-to-go-live-on-youtube-live/">How
to Go LIVE on YouTube In 7 Super Easy Steps, by Rebecca Rennich of
Peaceful Media</a>
<a name="_1o97atn"></a>Instagram
Instagram is the
fourth-most downloaded app in the US., and has become a home for
brands of all sizes—because the engagement is high, followers
can become brand-loyal, and real business goals can be achieved.
But many small

businesses struggle to gain traction on it because it’s a
mobile-first app that relies very heavily on visuals, and not text,
and there are no links until we you build up to 10,000 followers or
buy ads.
But you can still

market on Instagram. You can begin the easy way—simply taking
the posts you’re running on Facebook, cropping them to
Instagram’s dimensions, and running them with a little shorted
tagline.
A specialist will
poo-poo this approach, and sure, it’s not optimal. But you
only have so much time, and this shortcut won’t hurt you much.
If down the road you can focus more on Instagram, all the better!
On Instagram you
have three objectives:
Post
entertaining pictures related to your business mission
Follow
people who are following similar accounts to yours, to get in the
flow
Comment
on accounts that are relevant to yours, to spread the word
Here are strategies

to build a loyal following for a professional services company:
Start using Stories
Stories are quick

photo/video updates on your company that are entertaining, and that
disappears in 24 hours. So you have to be creative with this…
Dive into your comments
Spend as much time

tracking on and responding to the comments you receive, as you do in
posting. This is even more important…because this is people
signaling an interest however slight in a closer relationship with
you, and some of these “signals” will turn into business
relationships.
Use influencer marketing
It can cost a
fortune to enlist an “influencer” to promote a product,
and the benefits of doing so are often dubious at best. But in
microniches the influencers are going to be lo- and no-cost because
they share your interest in the subject matter. They are just better
known than you, and you can capitalize on that to your mutual
benefit.
Make a list of the

top influencers in your microniche, expanding out to the larger niche
if necessary to get numbers. Choose people who have an engaged
audience, based on the Likes (lesser value) and Comments (greater
value) they get on their posts and how often they post.
Reach out and let

them know you’re interested in working together. Have some
ideas for what you’d like to do before approaching them. Two
common options are contests and sponsored posts. Also, the influencer
might have some ideas on how you can work together as well.
Get familiar with hashtags
More
than on other platforms, hashtags
matter on Instagram. You can search of things on other platforms
using keywords, but here you use the #.
And you want to add

the “right hashtags” to your posts to make sure they show
up in people’s searches for that subject. These are the
hashtags that are important to you and also trending in
conversations others are having. That intersection is where you want
to play.
It’s
common for businesses to use random hashtags they made up,
hoping to create a following around those hashtags. It seldom works,
not without spending a boatload of money on ads promoting the hashtag
anyway.
The smart approach
is to track on the popular and trending hashtags, and to find ways to
post relevant and interesting pictures related to that subject. Do
this right and your post, along with your business name, shows up in
the Trending Tags section of Instagram which millions of people are
seeing.
Using a lot of
hashtags on Instagram has proven to pay off with more interactions
from browsers, unlike on other platforms where it can hurt you.
Sharing other people’s posts
One of the best ways

to start building connections is to share posts. You can’t do
it directly on Instagram, since you can only Like, Comment, or Share.
But there is a simple hack you can use:
Find
the post that you want to re-post
Take
a screenshot of it on your phone
Crop
the photo to take out all extra materials
Create
a new Instagram post with the fresh photo
Do 2-3 of these a
day and you will steadily build up a cadre of companies that consider
you an ally, a trusted friend, and a potential business associate.
Host an Instagram Contest
People love free

stuff and Instagram Contests are an interesting way to engage with
current and potential clients. To create a contest:
Review Instagram’s
<a href="about:blank">promotion guidelines</a>
to do everything right.
Make a theme for

your contest that’s fun—not just a generic “follow
us to win free stuff” approach.
Give away a
desirable prize related to your industry. This way you won’t
just attract freebie seekers, but people legitimately interested in
you.
Your
post should include this information:
Photo
of the prize
The
words “Giveaway”
How
to enter (click the link in your Bio)
Hashtag
you’re using
Timeframe
to enter
Date
of the winner announcement
Create
a custom hashtag for the contest. A
sea of hashtags is created every day, so coming up with a unique one
can be tricky. Here’s what you want to try for:
Short
and catchy
Relevant
to your product/service
Rare
and original
In order to enter
and win, tell people they must do the following:
Click
to your Landing Page which describes the contest
Give
you an email address (which you will add to your email house list)
Tag
a friend (to get your numbers up)
Comment
on the contest (to spread the news of the contest)
Promote the contest

on Instagram for one week prior, to build anticipation. Use the
custom hashtag along with your company hashtags and 1-2 trending
hashtags—just no more, since overdoing it won't help.
Of course, once the

giveaway is over, pick a winner at random and deliver the prize. If
the delivering is a photo-worthy event, but sure to post that, too.
Have fun with it!

And once you’ve harvested the names, add them to your email
list to receive regular communications from you.
Engage with your competitor’s followers
If someone is
following one of your competitors or a similar business, there’s
a good chance (a) they’re interested in your industry, and (b)
they can be won over easily. So…
Make
a list of your top competitors active on Instagram.
Put
them into a spreadsheet to make it easier to track.
Start
with the first competitor and engage with 20-30 of their
followers by:
Following them
Liking their
photos
Commenting on
their photos
This will increase

the likelihood of people following you back, and also reciprocating
your engagement. The more you engage, the bigger your return will be.
Keep an eye on your analytics
You
can start getting follower insights as soon as you have at least 100
followers.
Activity
See how many
accounts interacted with your profile each day of the previous week.
This means profile

visits (or views) and the number of website clicks. And compare your
activity to previous weeks.
Content
See the number of
impressions each of your Posts and Stories received, so you can track
whether you are using the right hashtags to increase your reach.
Audience
See your followers’
locations, age range, gender, and time-of-day on the platform, so you
know when best to post to them.
By looking through
data, you’ll get an idea of what type of content resonates with
your audience the best. Whether it’s a certain style of photo,
a particular filter or a popular hashtag. The more info you have
about the content your audience resonates with, the more you can
improve your future posts.
Reddit
Reddit is a great
platform for microniches—because that’s entirely what it
is about: People with very narrowly targeted interests mixing it up
with each other.
You can find a

universe of content on Reddit that doesn’t appear anywhere
else. Often niche subjects begin on reddit before jumping into the
mainstream media.
Continuing
with our Belgian Shepherd theme, even a topic this narrow has three
different subreddits you can join, with plenty of activity in each:
How to Submit and Recommend Content on Reddit
Begin
underneath the site’s search bar – click Submit A New
Link
Submitting
is easy. Just paste a link in the URL field you want to share. Enter
a title or suggest one by clicking the Suggest Title button.
Confirm you’re human by entering the code, and click Submit.
You
want to recommend content, too. Just click the Upvote or
Downvote toggles next to any link to send content higher, or
lower in the cue.
Want to Start Your Own Subreddit?
A subreddit is a
page you can “host” on Reddit to focus conversation
around topics of interest to your microniche community. It’s a
big of a larger undertaking, even larger than hosting a LinkedIn
Group, but if you can commit the time the time, it can pay big
dividends.
If this interests
you, see this <a href="https://nealschaffer.com/how-to-create-a-subreddit/">Guide
from Social Media Pro, Neal Schaffer.</a>
<a name="_488uthg"></a>Quarterly Social Media

Review
[quarterly, link to
Calendar]
Once a quarter, you

want to review how each of the social media channels is performing,
which are the standouts deserving more resources, which are the
laggards deserving fewer resources or strategy adjustments?
<a name="_2ne53p9"></a>Learn More
<a href="https://blog.hootsuite.com/social-media-awards/">Fridge-Worthy:
A Very Serious and Prestigious Social Media Awards Show, by Shannon
Tien of Hootsuite</a>
<a href="https://www.quicksprout.com/social-media-strategy">Stop
Guessing: Here’s a Social Media Strategy That Works, by
QuickSprout</a>
<a href="https://business.instagram.com/getting-started">Stand
Out With Instagram</a>
<a href="https://neilpatel.com/blog/social-media-measurement/">The
5 Easy Steps To Measure Your Social Media Campaigns, by Neil Patel</a>
<a name="_12jfdx2"></a>4.7 GENERATE MEDIA

ATTENTION FOR YOUR BUSINESS
Let’s be
frank, your little business is going to be of little interest to most
media outlets. Their own interest in you would come for the wrong
reasons: If you did something nefarious and evil. That’s
always good for media coverage.
So beyond going over

to the dark side, how can you generate media attention—which
you need to build interest in your business?
Use The Remora Strategy
What Would You Like To Promote?
Start out with a

solid piece of content that’s worthy of attention.
Find People Who Are Interested In Covering You
Find people who have

a history of covering what you’d like to have covered.
… no
friction!
Competitors
Let’s say one

of your main competitors scored a HUGE writeup on an industry
blog or magazine.
That’s your opportunity …reach out to the journalist (or
blogger) … begin building a relationship with them. …
Or, better yet, reach out to one of the competitors of the journalist
that covered your competitor, and convince that person to cover you
instead.
Topics
Write your blogpost

and share new research you’ve uncovered…
Do a simple Google
search for keywords in your post…
Reach out to
everyone who has written interestingly on those keywords, and share
your new research with them. They might add it to another blog, or
comment publicly, increasing your public engagement. Or when a
journalist writes a story about your shared keywords, you will come
up as a source along with the other.
People
Analyze some of the

other blogs in and around your microniche.
Google the author of

those blogs to see where that author has been featured or
interviewed.
Reach out to those

outlets to see if you could land an interview as well.
Persuade the outlets to cover you
You do that by
latching onto, like a remora latches onto a whale, a bigger force
than you that is swimming unaided through the news cycles. The three
best “whales” you can latch onto like a “remora”
are:
It’s all about

incentives.
Now I’m not

telling you to bribe people, but remember this: Journalists and
bloggers are people
just like you. They’re busy, starved for time, underpaid, and
under appreciated.
Anything you can do

to make their life easier will be greatly appreciated.
Additionally, if you
can work economic, social, or moral incentives into your pitch,
you’ll be that
much better off.
Learn More:
The Newbie Guide to
Blogging
The Ultimate Blogger
Writing Guide
The Complete Guide
to Building your Blog Audience
4.8 BE YOUR COMPANY’S TOP SALESPERSON
As a small business
it will not be hard to top your company’s sales leaderboard
month after month! But of course, the point is: All business is
sales, you are always selling, and you want to become very good at it
very fast. That is our goal for Action Step 4.9 – to lay out a
learning program that you return to for a few hours a week to hone
your sales skills.
[recurring Task]
First a 60,000 foot observation and a sucky

metaphor leading to the sales cycle.
For a small
business, the difference between Sales and Marketing is the
difference between hard- and soft-boiled eggs – looks the same
in the shell but Sales uses hardened strategies that have worked
since the time of the Pharaohs, whereas Marketing is a soft and
uncertain art—despite all the attempts to bring data science to
it. So we’ve launched your Marketing step already, now it’s
onto Sales.
Everything in Sales
can be understood in terms of the Sales Cycle. There’s lots of
definitions of this cycle, but they’re all similar to this:
[create graphic and
adjust to our ‘client’ focus]
Rare will be the day

when you have to run the ring from 1 -7 to land a new client and
start delivering. And every cycle will be unique, some starting at
at the third stage and some moving right to the sixth—which
will happen more and more as your name becomes associated with
excellence in your microniche. But recall that Sales is the “hard
egg” and it’s good to mentally follow the Steps in
order—at least until they become secondhand to you.
And so we begin
with…
<a name="_3mj2wkv"></a>Prospecting
Prospecting is the
least glamorous and most important stage in sales. It is simply you
deciding to always be looking for people who might become
clients.
The best ways to look for leads:
Browse
the free pages of LinkedIn and find a way to contact (we’ve
talked about using Sales Navigator to amp up your prospecting, but it
isn’t cheap)
When
reading the news, especially your trade journals, look for tie-ins
with people named in the news
<a name="_21od6so"></a>
Search across Twitter for your keywords, and reach out to people
using them
Ask
friends, colleagues, and current clients for referrals
<a name="_gtnh0h"></a>
Browse project listings on online marketplaces (these are usually
lower-paying jobs but in completing the job well, it can open doors
to larger projects)
Hit
up old college pals
Cold-call
likely prospects (we never have, but if you have the stomach for
it, knock yourself out:)
You are not

trying to sell any of these people. You are only looking for those
who might be a good fit for your product/service and are interested
in hearing what you have to say. These are what we call “qualified
leads.”
Give yourself a
quota—a number of qualified leads you generate in a set period
of time. From here going forward. And if you fall behind, you have
to devote more time to catching up. This is a self-imposed
quota—holdyourself to it!
Here are three

suggested quotas to aim for—choose one:
1
new lead per day
5
new leads per week
25
new leads per month
We cannot tell you

how many of your qualified leads will ultimately convert into paying
clients—it is different for every business. You will learn
soon enough what the conversion rate is. For planning purposes,
count on 1 in 30 qualified leads becoming good customers. So if you
want 10 customers in the coming three months, you want to secure 300
leads.
That’s right,
you will also begetting leads from your marketing cascade. Probably
many more leads than from your personal sales. But the quality of
leads from your marketing will not be as good, generally, and it will
require a lot more leads to create a client. For now, keep to your
lead creation schedule and you are golden.
Keep all your leads

in an Excel spreadsheet, or CRM if you have upgraded, and manage them
going forward from this central place.
<a name="_30tazoa"></a>Connecting
Having identified
prospects, now you make “contact” by reaching out in the
warmest way you can, generally in this order:
Arrange
a warm introduction from a a mutual acquaintance, and/or
Reach
out by email and phone if you have contact info, and/or
Engage
on LinkedIn, Twitter or Facebook (in that order)
Introduce yourself,
share the value of what you have to offer, and ask if they'd be
interested in learning more. A call might go like this…
"Hello
[Their Name]. My name is [Your name], and I'm with [Company name].
Let me just ask, is [problem] a problem for you?”
[Wait
for an answer, and either way…]
“…I
help companies like yours with [your unique solution], and I think I
can do the same for you. Is this something you’d like to learn
more about?"
[Wait
for an answer, and either way…]
“Can
I send you the [book or video] I just did on how people similar to
you are solving for [problem]? And after looking at it, maybe we can
talk again?”
[Confirm
their email, thank them and quickly say good bye.]
Right away, email

them the book or video using the systems we setup in <Step
XX>
<a name="_1fyl9w3"></a>Researching
You now have a warm

prospect, but only lukewarm. Most people will tell you to send your
book or video to them just to get you off the line. But not all. A
few of them will be genuinely interested in finding a solution to
their problem. And now you want to make the next time you talk, you
come across as credible, informed, and knowledgeable with the prcise
best solution fortheir problem.
That means doing

your research to learn all you can in preparation for that next
conversation, answering all the questions you can, and then trying to
get the rest of the answers on the actual call directly from the
source—by asking your prospect!
These are known as

“discovery” questions. The more you can answer on your
own before the call, the more likely you are to win yourself a new
client—because we are all impressed when someone takes the time
to get to know us!
We are assuming here

that you are selling to a company—a B2B sale, since most of
your sales probably will be to companies. If you have many sales to
consumers—B2C sales, the questions need to be adjusted a bit.
But not much, since a business and a consumer will go through a
similar buying process.
Sales Qualification Questions You Ask/Answer
What
does your company do?
How
many employees do you have?
What
is your role on the day-to-day?
What
metrics are you responsible for?
What
problem are you trying to solve?
What’s
the source of that problem?
Has
this problem been addressed before?
What
do you think could be a potential solution?
What
would a successful outcome look like?
Are
there roadblocks to implementing a solution?
What’s
your timeline for implementation?
Is
there a budget for funding a solution?
Who
all are involved in choosing a solution provider?
Will
my solution make your job easier, your life better?
With
my solution, how do you think things will look like in a year?
Can
I give you a couple ideas right now to help with the problem?
This final question

leaves your prospect with a warm feeling about you. You gave them
good information in exchange for their time.
And now as a result

of this call, you should know if you have a new client opportunity or
if best to wish them goodbye and thanks.
You should also have

an understanding of their needs and how you can solve them.
So ask for a time to

make a formal presentation…
<a name="_3zy8sjw"></a>Presenting
This presentation is
typically built around a “pitch deck” that you customize
to the prospect's unique business needs.
There are many

opinions out there on how to give the “perfect” Pitch
Deck. Fine, but really only one opinion matters—yours. Your
best Pitch Deck will be the one where you are most comfortable!
So build a Pitch
Deck. You may use it, you may not. But the process of building it
will crisp your message in your mind, which is most important when it
comes time to make your presentation.
From experience,
we’ve found that it’s best to have your Pitch Deck ready
to go, and let the prospect know it’s ready to go, but then
don’t use it. Launch into your pitch with style and
confidence. Refer to the deck once or twice, just briefly. This is
a cue to your prospect that when you complete the pitch, they can ask
you to open up a slide in the deck to take a closer look.
<a name="_2f3j2rp"></a>Create your slides for a

Pitch Deck
Pitch Deck Template***
Take this model

Pitch Deck and complete the placeholder fields…
Give your elevator pitch
A
crisp 10-15 word summary of your company and the value you provide.
This should leave the listener with an understanding of what you do
with an intriguing hook—so they want to hear more.
Constructing
an elevator pitch requires a few key steps:
Identify
your goal
Explain
what you do
Describe
your unique selling point
Incorporate
a question
Pull
it together concisely
Identify the problem
Describe
the prospect’s problem as concisely as possible from different
points of view, different angles on the problem (the better for
solving).
Outline your solution
Give
the top three reasons your solution solves the problem perfectly.
This is your value proposition—a quick summary of the value you
bring.
Say when your solution is better
What
are your advantages over the competition? Do you undercut on price?
Or are you a premium service with benefits nobody else offers?
Are you the most experienced? Or do you work harder? Are you always
available? Is your dog so adorable people want to hire you?
Make this list complete.
At
the core of business is a fascinating proposition. Ready for
it…?
People
do business with people they want to do business with.
Often,
it’s that simple. Often it comes down to someone wanting
to do business with you vs. your competitors because they want to.
It
might be your smile. Or your dog. Or more likely a
combination of advantages that when added up leave your customer
concluding: You are better than the competition.
So
again, what are your competitive advantages? List 10 if you can…
Gather up customer success stories
People
love hearing client testimonials—they are a powerful persuasion
tool. Just starting out in business means you won’t have many,
or any. You just have to get creative in creating legitimate reviews
of your work.
Look
through your previous records and find examples of times you have
provided significant value to a company, boss, customer, or client.
Reach out to them and ask for a testimonial quote. Have one ready to
go, so you can read it to them over the phone and with their
approval, use it.
Ask for their business
This
slide can be quick. Just a final thank you, an ask to do business,
and your contact information.
You’ve
now completed a six-slide deck that does everything you need. Oh
sure, you could add a 100 slides with all kinds of helps, and you may
want to add 1-2 more to speak to certain things you know are
important to the potential client. But in most cases, these six are
enough:
Elevator
pitch
Identifying
problem
Turning
that problem into value
You
vs. the competition
Customer
Success stories
Ask
for their business
Notes on building your pitch deck
We
setup a basic <a href="https://gsuite.google.com/products/slides/">Google
Slides</a>
template for you.*** There are lots of software options you can
chose from, if you wish to. Here are our favorite options.
<a href="https://gsuite.google.com/products/slides/">Google
Slides</a>
-- allows multiple people to work on a presentation simultaneously.
The free tier offers little in the way of templates and customization
but can get the job done.
<a href="https://www.canva.com/">Canva
</a>--
a web-based graphic design platform with a simple drag-and-drop
interface. Easily upload your own graphics or select from theirs.
It’s low cost, and powerful.
<a href="https://office.live.com/start/powerpoint.aspx">Powerpoint</a>
-- not the trendiest in the room, but this old war-horse still gets
the job done as long as you don’t uses dozens of slides to tell
your story
<a href="https://www.apple.com/keynote/">Keynote
</a>--
Apple’s answer to Powerpoint; less powerful but free on Apple
computers
<a href="https://www.adobe.com/products/photoshop.html">Photoshop</a>
– the best option since you can create a professional look, but
you have to know how to use it, and choose to afford it. Or you can
work with any designer to put your cheapo slides to Photoshop ready
presentation.
Rehearse your presentation
Start
by presenting the slides to yourself, out loud. Video your
performance to see what others see you doing. You want to ensure
that your presentation reads well and that you have included all the
necessary information. Remove anything
that doesn't add real value. Practice this until you have the length
correct for the amount of time allocated.
Once
you’re confident in your pitch, present it to a colleague for
feedback. Ask for honest feedback and advice. Ask them to throw
a few questions at you so you get comfortable with handling
curveballs. Your goal with this is to get as confident and
relaxed as possible.
So
now your pitch is complete. Go get ’em!
Learn More:
<a href="https://www.thebalancesmb.com/how-to-write-an-elevator-pitch-2951690">How
to Write a Powerful Elevator Pitch</a>
<a href="https://blog.hubspot.com/sales/sales-presentation-guidelines">We
Reviewed 25 Sales Decks, Here Are the Best, by Hobspot</a>
<a href="https://www.brightcarbon.com/blog/make-ultimate-sales-presentation/">How
to Make the ULTIMATE Sales Presentation, by BrightCarbon</a>
<a name="_u8tczi"></a>Addressing
In all likelihood,
your sales cycle will hit some bumps in the road. Expect there to be
pushback from most prospects. They're bound to have some questions
and concerns about your product/service that you need to address.
The newer you are in

business, the more pushback they feel is required.
After your
presentation, they might press you on prices, their budgets, your
competitors, whether they understand your product, their specific
business challenges, and other issues your pitch brought to light.
Listen intently.
Ask for context for you can understand the basis for their
objections. Then address them as confidently as you can. One by
one.
After addressing
their objections, ask if you have addressed them to their
satisfaction. If they say yes, then politely ask if you are “good
to go ahead.” You are not yet closing them, you are
pre-closing them. You are setting them up for the close, which comes
next…
You will know when

they are ready for the close, for they will be sending signals. One
of the greatest salesmen of all time, <a href="https://www.ziglar.com/">Zig
Ziglar</a>, createded an acronym for picking up on “almost
ready” signals. He called it the CHEF method.
C: Cheek
When the client
touches their chin or cheek they are generally pleased and just
struggling to think of further objections.
H: Hands
Becoming more
relaxed, they may open their hands up, palms raised. Or they begin to
rub their hands together, mentally taking ownership of what you are
offering.
E: Eyes
When their eyes
dilate a bit, or their sends up crow's feet around their eyes, these
are signs of genuine happiness rather than politeness.
F: Friendly
Obviously when the
conversation becomes more relaxed, it is because the client is
comfortable with you and a decision has been made.
<a name="_3e8gvnb"></a>Closing
Your prospect might

just say “Yes!” at the end of the presentation.
More often it will come later. You may need to speak with someone
else at the company, or run down some logistical detail. But once
done, it's time to "ask for the close."
If they do say
"Yes!" then send over a contract to sign. But if
it’s "No" then you might have to address
further objections, or walk away for awhile.
There are two ways

to prepare for this crucial closing moment in hopes of turning the
“No” into a “Yes.” You can…
Watch
the greatest salesmen movie ever made, <a
href="https://www.amazon.com/Glengarry-Glen-Ross-artisan-
Pacino/dp/B00005JKG9">Glengarry
Glen Ross</a>,
a couple dozens times until you have Pachino down pat. And/or…
Take
advantage of thesse sales closing techniques that are proven best
for professional service type companies:
<a name="_1tdr5v4"></a>Sales Closing Techniques
The Creator’s Close
Point out with

feeling how much blood, sweat and tears went into creating such an
incredible product/service, and how it is something to be valued.
“We
spent seven months testing this solution with companies in industries
just like yours. Nobody else has proven it out like we have. So are
you ready for the best [your solution]”
The Pros & Cons Close
Add up the benefits

and drawbacks of the purchase, giving the prospect a quick dollars
and sense summary of why they should buy. You are making it
explicitly clear that the advantages to the prospect outweighs any
disadvantages.
“Let’s go over the pros and cons of using our

[solution]. On the one hand, you’ve got a system up and
running. Your employees might not like switching. It’ll take a
little time to train everyone and get going. But you save what looks
like [dollar figure] each month. And it’s easier to use than
what you have now, according to those who have switched. So…ready
to switch?”
The Now or Never Close
Emphasize the
urgency in buying right now. It must be a real reason that benefits
them, not an artificial reason.
“If
you want this to make the most of your next product event, we’ll
have to wrap up the contract by end of this week. Shall we?”
The Let’s Think On This Close
You can tell that

your prospect isn’t ready to decide, so give them more time to
think. They aren’t expecting this! And in doing it, you earn
you their trust.
“I
know this is an important decision for [company], and I sure don’t
want to rush you. Could we schedule a call for [two days later]?”
The Meets Needs Close
Run through the list

of everything the prospect has said they want or need in the product.
Then review your product against that list to prove it’s a good
fit. Een if you can’t meet every need or desire, the prospect
could conclude in your favor.
“So
have we got everything you’re looking for? You need a tool
that will [tick off their needs]. Did I miss anything?
[If
no, then…]
“Great,
then we have a deal?”
[If
yes, then…]
“Are
we closer than anyone else can come, and so…do we have a
deal?”
Negative Consequences Close
Describe the
negative results the prospect faces in doing nothing, using the
information you gained in your earlier research. Be careful not to
lay blame or anger the prospect. Simply list the bad stuff to plant
the seeds of fear and doubt in the prospect’s mind. It’s
an effective way to overcome hesitation.
“You
now provide [what they do, with specifics]. If something happens,
such as [main problem they face that you solve], it could cost you
dearly, as much as [stat on cost to them, if you know]. Studies show
this problem happens often, [add a relevant stat]. But your
[solution] avoids that pain. Shall we go with it?”
Bottom line…
The best sales

closing technique is the one that works naturally for you. The only
thing that’s important is that you do…close! So many
people do everything right until the very end and when it comes time
to ask for the order, they flinch, or freeze up, or lose confidence,
when the truth is: You have a great product for the right client, and
they should be shown as much and asked for the order!
<a name="_4ddeoix"></a>Record details of the sale
Keep a record of all

the relevant details for future reference and fulfillment:
Date
Name
of client
Client's
address
Deliverables
Compensation
Terms
of payment
<a name="_2sioyqq"></a>Following-Up
The sales cycle

doesn't end with landing a deal, of course. After you’ve
closed, you now go to work delighting your clients, keeping them
coming back for more, and leveraging them to generate new business.
Happy customers are

the best sources for referrals and new business. Period.
When onboarding new

clients, make sure they feel welcomed. This means many things, but
mostly it means jumping right into their solution as soon as
possible, and as smoothly as possible.
<a name="_17nz8yj"></a>Send contract and

additional documents
Within 1 day of
closing, send the contract to the client to sign, and do not mark
this step complete until the contract is signed and in your files.
You may also need to

complete additional documents, such as:
Your
workplan
Non-disclosure
agreement
Confidentiality
form
Use an electronic
signing tool. We described good options in Task
XX.
<a name="_3rnmrmc"></a>Have an onboarding call
Review your workplan

and outline the timetable for completing the project.
This is a chance to
ask any questions you missed before, or now need answered.
<a name="_26sx1u5"></a>
Request any resources of the client’s that you need.
Take notes on the

call, including all action items, and copy them to the client—to
show you are organized and on top of your project.
And then get to work

delivering on your promises!
<a name="_ly7c1y"></a>
4.9
STEP UP TO ONLINE ADVERTISING
When
you are ready to begin advertising online, whether on Facebook or
Google or out across the Internet, whether the goal is to increase
awareness of your brand, drive a greater number of new client leads,
or simply boost your revenues, you have
a fundamental question:
“Do
I want to learn all the intricacies of online advertising so that I
can spend my money well doing it, or do I want to get probably-better
results using a tool that’s designed for small businesses like
mine, a tool that helps me make the best decisions, CAC-wise?”
You’re
entering a fiercely competitive space. Your opponents already know
more about online advertising optimization than you could learn if
you took years. And many of your opponents are AI-driven computers
that will beat you every time. We highly recommend using a platform
that is…
Designed
for very small companies
Easy
to use and educates you up fast
So
inexpensive your overall ROI is higher
As
before, we have used a number of platforms, but only one meets these
three criteria to our satisfaction. It is <a
href="https://www.wordstream.com/">Wordstream</a>—the
original in the space and still the best for smaller companies, run
by good people.
WordStream Advisor
To make the point

that you don’t have to spend hours and hours figuring out
online advertising, WordStream created what they call the 20-Minute
Work Week. Spending just 20 minutes
a week on your ads! But let’s be honest: 20 minutes is enough
time to drink a coffee, that’s about all. The 20 minutes thing
is marketing-speak, hoping to win folks over with the promise of
simple, simpler, simplest. Fortunately, the program does deliver
just that.
Their
workflow wizard is similar to the Act
On It! Wizard in that:
All
the heavy-lifting is done for you
You
see it all unfold on your own dashboard
Crucial
questions are answered along the way
Your
online advertising campaigns run like clockwork
You
can drive revenue at a 2x or 3x of what you’d accomplish DIY.
And
WordStream is delivering big numbers. Their latest daily stats:
Total
Managed Spend: $2,709,783
Total
Managed Clicks: 1,470,547
Total
Managed Impressions: 40,276,127
Total
Managed Conversions: 134,691
They
learn a lot from helping so many small companies handle their ads,
and they put that to work for each new customer.
Your Choice of Plans
And our Recommendations
We
recommend starting out with the Advisor
plus Assist at $299/month and after
a couple months, when you have learned much more about running an
online advertising campaign, drop back to the Advisor
at $49/month. Maximizes your learning, and your savings.
WordStream
Advisor $49 / month
Advisor
plus Assist $299 / month
Advisor
plus Offline Assist $649 / month
Software
to create ads on multiple platforms
Keyword
research tools
Landing
Page & Pop-Up Templates
Campaign
tracking and reporting
Software
Keyword
research tools
Landing
Campaign
Twice-monthly
consults with an online ad specialist with step-by-step guidance
90-day
roadmaps with clear next steps
Software
Keyword
research tools
Landing
Campaign
Two
30-minute, one-on-one calls per month with your dedicated digital
marketing expert who will work side-by—side with you on your
account
Offline
support on specific steps between calls
90-day
roadmaps and quarterly account audits
How Wordstream’s platform works

Build Your Ad Campaign
You build your

entire ad with dynamic tools that make it so easy. Great photos are
right there ready to use, ad templates are set-up for each need,
you're your get help laying in the creative content that drives
results—no designer needed.
Do all the keywork

research you need with hand tools and helps, create eye-catching ads
without any need for a designer’s help, and schedule out your
ad campaigns across multiple platforms.
Build Your Landing Pages
You’ll
use a drag-and-drop builder that’s
very intuitive so you can quickly build
mobile-friendly,
designer-quality pop-ups, email capture forms, and landing pages to
fill your funnel and grow your business.
Budget to Increase Conversions
You decide how many

new client leads you want, aka conversions, and you are told the
amount you need to spend.
Optimize Your Search Traffic
You are told which audiences are responding to

your ads. You see the high-performing audiences, and the
low-performing. So you can increase the size of the audience size
that’s performing, and decrease the other.
Here’s an example of how it works:
Get Rid of Duplicates
If your campaign is using keywords that appear

to the search engines as “duplicates,” that can hurt the
“quality score” and drive up your costs. Neither good.
So you are alerted, and can cut them.
Show on Best Devices
You will find that your ads perform differently

on different devices. So you’ll be told which devices you are
performing best on, so you can run more ads on devices that are
performing better.
Exclude Poor Placements
An ad placement is, as it suggests, where the

ad is placed. Next to content that is similar to the ad, onto a
specific website, all by itself. Some ad placements will perform
better than others. Those that do not perform well for you, such as
high CPA placements, can be excluded.
Refine Your Audiences by Age
You will learn which age audiences respond

best, and you can then narrow your target age range to get more for
your money.
Done!
Almost. Your ad campaign will now be mostly

optimized—and it really can happen in 20 minutes. But you’ll
want to spend more time fully optimizing and improving your ad
results. WordStream’s basic package will help you here, as
well.
Steadily improving your

performance

Best
Practice Check
Learn
about more advanced advertising tools like Sitelinks, Callouts, and
Call extensions to improve results.

Boost
Posts
Choose
to boost high-performing organic posts by promoting them to a wider
audience of people.

Refresh
Ads
Know
when ads are growing stale and need to be refreshed or redone to
restore the results you seek.

Split
Ad Group
Get
help in splitting your ad groups into smaller groups around focused
keywords—to increase quality scores and keep your CPC down.

Create
Animated Ads
Get
help in building beautiful, motion-graphic display ads that convert
at the highest levels.

Gain
Proficiency
WordStream
has a library of short articles on improving your skills, as well as
a well-written blog you can follow, so that over time you can become
proficient in online advertising.
And
again, as you become familiar with running your own online
advertising using WordStream’s excellent platform, you can
decide to remain at the Advisor Plus Assist level or move back to the
Advisor level—saving good money, doing it right!
<a name="_35xuupr"></a>
ACT ON IT! 5 –
DELIVERING EXCELLENCE TO YOUR CLIENTS
CAPSULE: You can begin at once to market your Tutoring

and Coaching services, and your Consulting services as well. You can
market them as standalone services. But ideally you position these
services as more profitable upgrades to your core product—your
Courses. By making your Courses the focus of your marketing, you
convinced people at once of your authority in the niche, and that
leads to additional and higher-ticket sales of Tutoring, Coaching and
Consulting.
We have designed ACT ON IT! in this very way.

You can follow this path—we have found it to be the best. Or
you can launch right away into the Tutoring, Coaching, and
Consulting—since you can launch in at once, whereas you're your
Courses you first have to create and produce them.
So we’ll now complete your marketing setup to launch your

Courses. Complete these Steps, and if you wish to, also jump to
<Tutoring Step XX>, <Coaching Step XX>, and <Consulting
Step XX> to begin making money right away.
<a name="_1l354xk"></a>
<a name="_452snld"></a>
5.1 YOUR TUTORING
With
schools from pre- to college closed or partly-closed or not knowing
what to do, parents everywhere are scrambling. Four out of five
parents are homeschooling their kids this Fall. Tutors are in big
demand, and most of the work is remote…
And
not just parents. Employers are having to onboard employees and
teach them valuable skillsets over a Zoom connection, and it can be
tough. Thousands of companies are bringing in specialized tutors, on
a contract basis, to bridge the gap.
And
then there’s people who really want to learn a new skill or a
new trade while cooped up, and they need help…
Our
world has gotten so complex, people are constantly needing to update
their knowledge base, learn the new lingo, go for a new
certification, and so on.
That’s
why there are thousands of educational videos on YouTube people turn
to. But for at least half of us, the Princeton Review reports, need
a real live human involved if we are really going to learn, or pass a
test, or truly gain in knowledge and understanding…
For
all of these people whose needs aren’t being met—from the
schools to the companies to those stuck at home—having their
own tutor is no longer a luxury, it’s now an essential.
Which
is why there’s hundreds of thousands online tutoring jobs being
advertised.
Both
direct jobs, and jobs with tutoring agencies. Tutor Doctor, for
example, has a network of 94,000 tutors and is actively looking for
tutors to place…
<a href="https://www.wsj.com/articles/schoolhouse-backyard-coronavirus-remote-
learning-pandemic-pod-11596207290">https://www.wsj.com/articles/schoolhouse-
backyard-coronavirus-remote-learning-pandemic-pod-11596207290</a>
...
<a href="https://www.tutordoctor.com/documents/TD-TheTutorDoctorAdvantage-
Tutors.pdf">https://www.tutordoctor.com/documents/TD-TheTutorDoctorAdvantage-
Tutors.pdf</a>
Varsity
Tutors is trying to add 10,000 more tutors…
Outschool
has brought on 2,000 more tutors, and needs 3,000 more on that.
And
these tutors are getting premium rates—averaging $45 to $85 an
hour when setup the right way, and even more if you’ve got
basic skills in the STEM subjects, as we’ll get into…
Unlike
any other time, if you have expertise that other people will pay for,
you can be making money starting tomorrow…
As
for the cost of starting such a business?
Nothing,
with Act On It! handling
it all for you.
Think
about all the parents stuck juggling work and kids at home. Some of
them will pay any price to get help with homeschooling so their kids
can learn something . . . and leave them alone for a few hours.
There
are couples who’ll pay for something to do on a Saturday night,
for pure entertainment’s sake.
There’s
all the people who are willing to invest in themselves, and learn new
skills.
These
are all opportunities to earn up to $85 an hour which adds up to a
very comfortable six-figure income when you add in the next level of
Act On It!
<a name="_2k82xt6"></a>
5.2 YOUR COACHING
You
might think, well, coaching and tutoring are pretty much the same
thing. And to an extent, they are…
But
the people seeking a good coach tend to be different, tend to have a
specific goal they could
accomplish on their own, but they’ll get there better and
faster with a personal coach, so they’re willing to pay for it…
The
personal coaches using Act On It! are
averaging $120 an hour, though several of them have graduated their
clients to monthly plans averaging out at $1,500 so…
With
just six clients they are clearing $100,000 a year, after expenses.
There
are as many kinds of coaches as there are things to excel in. Life
coaches, sports coaches, motivational coaches, you name it. And they
all have one thing in common…
They’re
all positive win-wins, or else they don’t work. If you’re
not helping your client, you’ll both know. It won’t
continue…
But
as you’re helping and getting to know a client, you’re
also learning all about their hopes, desires, and deepest fears as
well . . . and this is valuable information to use in growing your
business with them and other new clients…
The
highest demand for coaches is in health, fitness, life and
relationships.
But
there’s good money being made in thousands of micro-niches.
Because
across these micro-niches you can add up millions of people looking
for someone they can trust for specific coaching they need…right
now.
With
your coaching perfected, you can then leverage it…
<a name="_zdd80z"></a>
5.3 YOUR CONSULTING
When
your other campaigns are up and running and you’re becoming
known as a reliable expert for hire in your micro-niche, you are now
setup for consulting.
Carving
your micro-niche into this very high paying field…
Hourly
fees of $150 to $300 are standard, and often run higher, if you can
consult in one of the top 6 categories…
Business
Strategy
Business
Operations
Business
Management
Human
Resources
Information
Technology
Digital
Marketing
And
even if the micro-niche you’ve carved out doesn’t fit
handily into one of these top categories, there are hundreds more
categories with people looking to fill in pressing knowledge and
skill gaps they have…
There
are companies needing a project done right away and they don’t
have the internal resources to make it happen, so they turn to
outsiders…
There
are all kinds of organizations seeking specialized expertise, and
there will be hundreds of these organizations in your micro-niche…
The
trick, of course, is to get connected with these people, companies
and organizations. That’s where Act On It! again
comes to your assistance…
We
have designed the Act On It! Wizard
o tie into the databases of headhunters, job recruiters, LinkedIn,
Alignable, and other sources looking for consulting assistance…
As
a member of Act On It! your
talent card will be put into our Expertise
Exchange so that fellow members
and hiring agents can see what you’re capable of and choose to
reach out to you with a hiring offer if there is a good match…
It’s
just one of several tools that we put to work for our members…
And
this is just the first ready-made business we’ve designed from
the ground up to be stepped into by our members…
With
everything ready to go, you just hit “GO!” on the most
complete business automation system ever designed for solopreneurs
like yourself . . . putting you on the entrepreneurial fast-track to
the remote work happiness you’re seeking…
<a name="_3jd0qos"></a>
5.4 YOUR COURSES
As
you gain expertise in your microniche, you’ll know the material
so well you can package it into both video and workbook courses, and
sell it online!
This
is a low-cost way to scale your talents across the globe, touching
the lives of many thousands of people. It’s also the Holy Grail
of income, what’s known as passive income.
You
create the online course once, and it sell again and again, each tick
of the download counter another deposit in the bank.
And let’s dispel the top worries that

stop many:
You don’t need to
have a complete understanding of all the material you intend to
teach. You’ll get to that
soon enough.
You don’t need

a big list of 5,000 email subscribers who are eager to purchase
your course. You’ll get to that number and beyond soon enough.

a lot of marketing money to launch this. It’s designed to grow
organically with very little outlay.

3-4 months to create your course, though there will be good work
ahead. We can shorten the development time to as little as one week
upfront, by only building what you need as you need it. You’ll
see.
Here’s
a screenshot of one week of course sales of an Act
On It! member named Eileen.
She’s a scratch golfer. But rather than compete against big
name outfits, she zeroes in on a microniche she can standout
in—Left-Handed Golfing Mastery.
By
clearly understanding and working this microniche, Eileen generates a
healthy income selling just a handful of videos over and over.
We’ll
use Eileen’s success as a model. We’ll run through the
whole course creation and marketing process process, laying out one
Step after another, so you can be up and running quickly and with
little risk—selling your own courses.
Your
Steps, practically automated:
Brainstorming
the options for a marketable course
Growing
an email list by testing interest in your course
Packaging
your expertise into a preliminary course
Getting
your message out to all in the microniche
Hosting
the course, taking payments, fulfilling orders
Tracking
your performance to improve the course
So in we go!
7.3.1 Brainstorming The Options For A Marketable

Course
This is the most important Step, yet it’s

one many people skip entirely. You know what you know, but what does
the market want to know? That’s crucial.
There are problems that your microniche

wrestles with—problems that you have solutions for. We begin
with those problems, and refine them.
What problems matter most to your microniche?

Begin with all you know, all you’ve
written so far. It’s been a lot!
Look at your Squarespace Analytics to see which

of your blogposts have received the most attention,which of your
webpages appear to have resonated.
Even if you’ve only received a little

feedback on your content, and even if your email list is still very
small, you can learn a lot about potential problem topics for your
courses.
Do it with a survey:
Send an email to your file.
Ask them “Why

do you subscribe to my emails?”
Then ask them, “Which

of these topics interests you most?”
with a list of 5-6 of the topics you find most interesting and your
analytics tell you are most popular.
Put the responses into an Excel spreadsheet and
rank the problem topics by popularity.
You might only have a few responses. That’s

okay.
Now let’s see what’s popular based

on Google searchers.
Use a simple Google

search, plus the <a href="https://ads.google.com/home/tools/keyword-
planner/">Google Keyword
Planner</a>, and the Chrome extension <a
href="https://chrome.google.com/webstore/detail/keyword-
surfer/bafijghppfhdpldihckdcadbcobikaca">Keyword
Surfer</a> if you like to see what people in your
microniche are searching for.
Here’s what you’d see if you typed

“left handed golfer” into these tools:
Looking over the results, you can see a lot of

interest in left handed gloves, the proper swing, and problems with
slicing the ball. So you know more about what golfers are asking
about.
This may be enough to help you generate a list
of 5-6 problem topics.
Or you may want to keep brainstorming. Go to

Reddit or Facebook Groups for your microniche, and see what people
are talking about.
You are keeping track of the questions being

asked, and how often they’re being asked—both important,
of course.
<a name="_1yib0wl"></a>What solutions are people

most willing to pay for?
People ask a lot of

questions and talk about a lot of problems, but will only pay for
certain kinds of solutions. It’s human nature at work, and you
need to understand it. So take each of your 5-8 topics, one by one,
and think about it in this way:
Is
it difficult to solve the problem using free content available
online?
Are
people in your microniche now paying for solutions to this
problem?
Is
this a major issue, or is it something hardly worth bothering to fix?
If the answer to these questions is “Yes”

then keep it. If “No” discard it.
In this way we filter the list of problems down
to ones there is not an easy solution to, you can solve it, your
solution has value to people.
<a name="_4ihyjke"></a>What is the existing

competition doing?
You want to figure out what your competitors

are doing wrong so you can do a better job and stand out to your
audience.
Your competitors are those companies selling

into your space, whether they are similar to you, the same as you, or
entirely different from you. They are “competitors” if
they hold some of the mindshare of your potential buyers.
To identify them and your opportunities, look

for:
Companies marketing products (courses, videos,

books) or services (training, consulting) on the same of similar
topics of your top 5-8.
What
these companies are doing inadequately—poor product
descriptions or presentations, chunks of valuable content not being
offered, pricing that’s out of reach for many…
The better your research and analysis, the

clearer will become the ways and means of differentiating yourself
from the competition and standing out as unique and uniquely
valuable.
You should purchase your competition’s paid content to see
their entire program at work. A free trial will tell you enough.
<a name="_2xn8ts7"></a>Do a braindump with all

your course ideas
You’re getting closer to knowing that

your course should be about. You have the search engine results and
your competitors’ activities factored in. There is still work
ahead to narrow even tighter. But for now, you want to create a very
rough outline of your online course based on:
All you’ve learned
What you’d most like to teach
Your microniche’s biggest unmet problems
There are lots of brainstorming tools, but none

better than free association old school—on a yellow pad (there
are reasons, as we talked about back in Step
XX, why pen on paper produces better
results than fingers on keyboard).
So here’s the braindump for “left

handed golfer” with the big focus in the middle and the problem
topics all around…
We’re now ready to see if people would
pay you for this information—and we’ll do it before
spending hours and hours producing the course. We will find out if
you should put those hours in. That’s important, right?
As they say in the venture capital world,

“Okay, so you think you’ve
got better dog food, but will the dog eat the dogfood?”
That’s what we find out next.

<a name="_1csj400"></a>
7.3.2 Grow An Email List By Testing Interest In

Your Course
This is an awesome hack. Instead of spending

good money to find out if your product/service will be accepted by
the market… And instead of spending more good money building
up a big email list… You do both together, at little cost at
all.
You already have a website in place, and you

are asking for the emails of your site visitors. In your next email
newsletter, run a simple poll – it doesn’t even have to
be form driven. Just be informal.
Ask for a minute of their time to answer some

questions – do it right in the email, this wants to feel
informal. They can return the email with their responses. You get
the info without a lot of hassle.
And you tell them that in exchange for their

help, you’ll send a link to your video when it’s
completed.
This simple approach works the same no matter

the product/service. People in microniches are proud of their
micropositioning, and want to be recognized at that level of
granularity.
And so, the people who complete your survey

will have two qualities you’ll like:
They’ll
be on your email list
They
are interested in the topic
This makes them ideal prospects for your email

marketing campaign to come. But first we have to survey them….
Make your informal survey
In the opening
sentence, tell the reader that you’re testing a new product,
and you will value their opinion on it.
Then give them an
informal outline of how the product works, following this formula
(1-2 sentences per bullet)
Course
Title
Brief
Description of Course
Actual
Story to Illustrate the Problem You Solve
List
of Solutions That Fail to Solve the Problem
Use
Case—How Life Is Different With Problem Solved
Full
Description of Your Product/Service
How
People in Your Microniche Benefit
Summary
List of Product/Service Benefits
Pricing
Below this outline

of the product, you will have some questions for them…
Feedback Section
Questions
about the problems your product solves:
Questions
about the solutions currently on the market:
What
features of the course most make you want to buy?
What
other features could be added?
Would
you purchase this course if it were available now?
Survey Follow-up: Email
Thank them for their

responses and their interest and offer the product/service to them at
a highly discounted early-access price of 50% to 75% off, as a thank
you.
Model of your
follow-up email:
Hi
Firstname,
Thank
you for taking our survey on [subject].
Your
responses will help us deliver a full course in just a couple months.
You
told us you would purchase this course if it were available now. We
do have 30 pre-order spots available for our most interested
subscribers at 66% savings—a big win for you, and early sales
for us to build momentum!
To
grab a pre-order spot and your 66% savings, go ahead and pre-order
now.
[Pre-Order
Savings Button]
We
look forward to your continued feedback and our success together
[Signature]
[Your
photo and contact info]
[Link
to pre-order]
So with this email,

you will accomplish quite a lot:
You’ll
make a couple of sales!
You’ll
have gathered valuable market intel.
You’ll
have stronger ideas about what belongs in your online course.
Plus
you’ll have an extra jolt of motivation to jump with urgency
into creating the course—because you have people waiting to
receive it!
So let’s start creating…
7.3.3 Packaging Your Expertise Into A

Preliminary Course
Don’t be thrown by the “preliminary”

in the title. You are creating a full course. You are just doing it
against a deadline now, with urgency.
You are creating what’s known as an MVP—a

Minimum Viable Product.
You are not letting perfectionism rule. You’re

letting 80-20 rule, when you’re 80% there you ship. Your first
outing won’t be perfect, anyway. Better to get out in front of
your clients (including the early birds with codes pre-paid) and
collect feedback.
There will be time to improve the course in

between each launch. And thee will be impetus:
Because the minute you release your course,

that’s when a thousands ideas for improving will com bubbling
up naturally, unbidden, it’s the warrior’s hiccup.
In addition to your own, you’ll have

feedback from your clients, and that’ll get you going on making
course corrections aimed at perfection!
As for now, everything you need to wow your

audiences with world-class content is setup for you here.
Summary of Your Ideal Course
You will decide on the content, the price, the

extras. But here is a proven starter model based on today’s
best practices, and we will review all these and work toward your
ideal course as we proceed in development:
Goal: [Sell
10 courses per month, meaning you need 5,000 qualified viewers per
month, assuming a conversion rate of 0.2%]
Name: [The
Most Awesome Life-Changing Course—feel free to adapt:]
Channel:
[Online Video & Print Workbook]
Format:
[Reference or Specific Path]
Interactivity:
[Email check in, and phone consult]
Price:
[$997]
As you approach this, don’t think about

how you are creating a course, think about telling a story, a story
that people will want to follow along. That will result in a more
inviting end product for all concerned, including you!
<a name="_3ws6mnt"></a>Build the Course Your

Microniche Wants
First, choose the style that’s right for

you and your audience.
Reference
Course
Course
takers can jump between modules and learn in the order they want.
This is the most popular format. It’s easier to create since
the chronology doesn’t have to be perfect. But fewer actually
finish the whole course.
Specific
Path Course
Course
takers can easily go from one lesson to the next by design, with
content locked until the previous lesson is completed. Requires more
careful planning since the chronology must be precise.
Choose your course design. Then ask yourself

these questions and answer them:
What is your goal in hosting this course?
To
share specific actionable information
To
teach better performance strategies
To
upgrade people to a better product
Choose
one.
What major milestones will course takers try to

attain?
Gain
a proficiency in the subject matter
Perform
to a higher standard at work
Learn
about the value of a new product
Choose
one.
All material in your

course should seek to satisfy your above two choices.
First organize all your problem topics.

Bring in topics you
developed in the prep work we’ve done, and all the others to
complete the course.
You have an outline.
Now start writing your script for the workbook,

or video, or both. You can write in the same voice for both—for
a consistent message that’s also inviting.
Develop specific strategies.

For each problem
topic in your notes, you will be delivering a solution, a strategy
dolution. And if it isn’t elegant and professionally charged
when completed, then it simply won’t be included in the final
course design.
Keep each lesson tight.
Better to try
covering one idea too well than many ideas part way—your course
takers will find the material more approachable, more engaging and
worth spending some time with. Any confusion, eliminated.
Distractions, minimized.
Draft everything easily.
It happens like
clockwork in your <ActOnIt! G Suite>. Every change you make
along the way is automatically stored, always available to you.
Build in small wins, and an ending win.

Let them feel their
accomplishments early on, feel they are succeeding in the program
with an intensity that steadily peaks, upon conclusion. Yeah, to
keep them excited about all this!
In
time of Covid, with associations suffering from snuffed out travel,
having learning certifications to put on your website has become more
important than ever. So give them an official certificate from an
Academy that you setup. It can be a subsidiary of your company; the
point is that it be legitimately intended to advance higher
education.
This is your heart and soul.
You’re giving
a piece of yourself in these productions, and you want the perfect
blend of tech below the surface and first rate psychology bubbling
through the sessions. You feel it. You know it.
Complete your best in class production.
Are you creating a

video series? Video is usually better bcause it is now expected, a
lot of people learn better visually, and you can charge more.
Or are you creating

a workbook series? This is still powerful, can work perfectly well
for many microniches, and costs very little to produce.
Either way, you are

aiming for a best in class production. This will be your biggest
project as a new business owner, the thing that consumes a couple
weeks of your life, during which time you should work on nothing
else.
Spend a 1-2-week
block crafting your course.
Along with your
blogging, these courses are stepping stones to consulting contracts,
speaking engagements, University tours—whichever venue matters
to you.
And it all begins

with the pre-sales you made, the people you’re helping, and the
potential to pull in five- and six-figure evergreen income.
<a name="_2bxgwvm"></a>Soft launch your courses
Your course is built. Pre-sale customers get

first access. So get them working through your shiny new content
while you’re planning the launch.
And you’re off to the races!
180
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<body>

ACT ON IT! 1 – MAKE THE

<strong>CAPSULE:</strong> If you can make the leap, or if it’s a

American pride and ingenuity.

And it’s worth

But there are places

We know there are

These are the places

Every day takes

[***ref sep doc]

ACT ON IT! 2 – WHERE A

<a name="_2s8eyo1"></a>2.1.1 Identify Your Ideal

Identify Your Ideal

This is all about

Leveraging your own talents and passions

With so much disruption in our world and the

Instead of trying to compete with global

A business that makes your heart soar because

The one downside of

<a name="_17dp8vu"></a>Identifying people’s

Google has a keyword

<a name="_3rdcrjn"></a>***Ideal Microniche Tool

Ideal Microniche Tool

[if I do this tool,

What kinds of <strong>people</strong>

What kinds of <strong>problems</strong>

<a name="_26in1rg"></a>Think about your passions

It's also important

Finding an area that

To confirm that yes,

Tap your social

<a name="_35nkun2"></a>Narrow down your thinking

It’s all about

<a name="_1ksv4uv"></a>Try to combine the three

<a name="_z337ya"></a>Aha! Factor

<a name="_3j2qqm3"></a>Gain deeper marketing

There are two free

You can enter

Find out both local

To use the planner:

Our goal here is to

Ideally, you want to

<a name="_1y810tw"></a>The Ideal? A microniche

So ideally you carve

<a name="_4i7ojhp"></a>1. Fitness and Weight Loss

<a name="_qsh70q"></a>6. Investing for Wealth

<a name="_147n2zr"></a>Check out the competition

<a name="_3o7alnk"></a>Final Note

All this said, keep

<a name="_23ckvvd"></a>√ 2.1.2

Figure Out The Size

Every business wants

All the revenue generated in your market

Just the slice of TAM you can expect to capture

Just the slice of SAM you

<a name="_ihv636"></a>Learn More:

<a name="_32hioqz"></a>√ 2.1.3

Run Your First

Companies can spend

And this is more

<a name="_1hmsyys"></a>Your Competitive Analysis

The idea is to focus

Here are the basic