The Six-Figure Second Income: How to Start and Grow a Successful Online Business Without Quitting Your Day Job by David Lindahl, Jonathan Rozek Read Free Book Online Page A
Authors: David Lindahl, Jonathan Rozek
grass? Reel
mowers are making a comeback because some of them have no engines, so they don’t
belch fumes and are in keeping with the Green Movement. Besides, they’re quiet so you
can mow pretty much any time of the day without disturbing anyone.
When I was researching the best one to buy, just about al the information I could find
was from the manufacturers themselves. That’s semi-helpful and better than nothing,
especial y when the manufacturers tel me factual y how their mowers are the best
instead of just showering me with meaningless adjectives like revolutionary, user-friendly,
and unique.
I never did find someone who sold a $10 to $15 report that compared the five or so
top-sel ing mowers. He could have gone to mower repair shops and asked the
mechanics which mowers have the fewest repair cal s. He could have interviewed a few
salespeople and maybe even found owners of the various models. With a weekend of
work he could have compiled a useful and valuable report that compared the mowers in
terms of cost, warranty, weight, compactness, ease of use, number of blades, number of
accessories, repair locations, how long the companies have been in business, sources
for online videos of the products, and so on.
If I was contemplating the expenditure of $300 or so for a mower, I just might spend 10
bucks to help ensure I made the right decision.
APPEAL TO RABID HOBBYISTS
In the last chapter I talked about how most people are col ectors, whether they realize it
or not. There are the conventional col ectors of things like bottles and fine porcelain. But
other col ectors are less visible, like people who col ect old software, typewriters, wine
labels, airline barf bags (I kid you not), anything with a dog/cat/bird/monkey on it, movie
stars who col ect husbands—the list is endless.
Most definitely, if you determine what you’re a col ector of, you can be sure there are
other people with your same interest. You can go to www.meetup.com and see for
yourself. The web site lists groups al over creation. In fact, it claims that the site covers
28,000 topics in 45,000 cities around the world. It’s a great place to get ideas for groups
you can join, or simply for people you could interview about whatever you’re researching.
Here’s a real y great idea for you: As you know from our earlier example, there are
plenty of guides on how to grow tomatoes and I encourage you to add to the vast
col ection. But very few marketers tap into the concept of sel ing a special report to
tomato enthusiasts along the lines of How to Make Money with Your Tomato Gardening
Hobby.
Think about that for a minute. These people already are rabid col ectors of anything
tomato, right? Probably to the chagrin of their spouses, who think they’re nuts, no doubt
—that is, unless they met at a tomato convention. So what would be better than to sel
them a guide about their passion in life—tomatoes—but one that explains how they can
make money with their passion?
As you probably know, many people decide to buy things based upon their emotions,
but they want to justify their decisions on rational grounds. For instance, a guy wants to
buy a Mercedes because deep down he’s always wanted one and thinks he’l look cool
in it. However, he says, “Honey, just think how much safer we’l be in the Mercedes—after
al that’s what they drive on the German Autobahn, plus it’s German-engineered, and we
al know how good German products are, and . . .”
He just wants the car, but he’l list his best rational reasons for it, and he’s keeping his
fingers crossed that she’l buy that argument. Back to the tomato nut: He just wants
anything that has to do with tomatoes. If you sel him a report that makes the rational
argument that he can now make money with his hobby, passion, obsession, or whatever
you cal it—wel , that’s music to his ears.
You may ask “ But how can I tel him how to make money with
mowers are making a comeback because some of them have no engines, so they don’t
belch fumes and are in keeping with the Green Movement. Besides, they’re quiet so you
can mow pretty much any time of the day without disturbing anyone.
When I was researching the best one to buy, just about al the information I could find
was from the manufacturers themselves. That’s semi-helpful and better than nothing,
especial y when the manufacturers tel me factual y how their mowers are the best
instead of just showering me with meaningless adjectives like revolutionary, user-friendly,
and unique.
I never did find someone who sold a $10 to $15 report that compared the five or so
top-sel ing mowers. He could have gone to mower repair shops and asked the
mechanics which mowers have the fewest repair cal s. He could have interviewed a few
salespeople and maybe even found owners of the various models. With a weekend of
work he could have compiled a useful and valuable report that compared the mowers in
terms of cost, warranty, weight, compactness, ease of use, number of blades, number of
accessories, repair locations, how long the companies have been in business, sources
for online videos of the products, and so on.
If I was contemplating the expenditure of $300 or so for a mower, I just might spend 10
bucks to help ensure I made the right decision.
APPEAL TO RABID HOBBYISTS
In the last chapter I talked about how most people are col ectors, whether they realize it
or not. There are the conventional col ectors of things like bottles and fine porcelain. But
other col ectors are less visible, like people who col ect old software, typewriters, wine
labels, airline barf bags (I kid you not), anything with a dog/cat/bird/monkey on it, movie
stars who col ect husbands—the list is endless.
Most definitely, if you determine what you’re a col ector of, you can be sure there are
other people with your same interest. You can go to www.meetup.com and see for
yourself. The web site lists groups al over creation. In fact, it claims that the site covers
28,000 topics in 45,000 cities around the world. It’s a great place to get ideas for groups
you can join, or simply for people you could interview about whatever you’re researching.
Here’s a real y great idea for you: As you know from our earlier example, there are
plenty of guides on how to grow tomatoes and I encourage you to add to the vast
col ection. But very few marketers tap into the concept of sel ing a special report to
tomato enthusiasts along the lines of How to Make Money with Your Tomato Gardening
Hobby.
Think about that for a minute. These people already are rabid col ectors of anything
tomato, right? Probably to the chagrin of their spouses, who think they’re nuts, no doubt
—that is, unless they met at a tomato convention. So what would be better than to sel
them a guide about their passion in life—tomatoes—but one that explains how they can
make money with their passion?
As you probably know, many people decide to buy things based upon their emotions,
but they want to justify their decisions on rational grounds. For instance, a guy wants to
buy a Mercedes because deep down he’s always wanted one and thinks he’l look cool
in it. However, he says, “Honey, just think how much safer we’l be in the Mercedes—after
al that’s what they drive on the German Autobahn, plus it’s German-engineered, and we
al know how good German products are, and . . .”
He just wants the car, but he’l list his best rational reasons for it, and he’s keeping his
fingers crossed that she’l buy that argument. Back to the tomato nut: He just wants
anything that has to do with tomatoes. If you sel him a report that makes the rational
argument that he can now make money with his hobby, passion, obsession, or whatever
you cal it—wel , that’s music to his ears.
You may ask “ But how can I tel him how to make money with
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