How to Handle PLR like a Pro


It’s all very well purchasing PLR to help with your Coaching business – but if you don’t know how to make the most of it while stamping it with your unique coaching personality, it will end up not making you the most money while keeping your Google ranking down (along with those others purchasing the same PLR who don’t know how to make it unique and bring out its best potential).

This section will show you how to make it your own – every time.

Choosing Quality PLR

It may be that your first package of PLR was genuinely sketchy… or it may have been a set of diamonds; only you didn’t really know what you were looking at.  But it goes without saying that in order to make sure you feed your clientele great content, you will need to start by purchasing high quality PLR.

Here’s how to tell the difference between good and bad:

Poor Quality PLR High Value PLR
  • Poor grammar
  • Blatant spelling mistakes
  • Lots of adjectives and adverbs
  • Vague
  • Derivative
  • Confusing
  • No detail at all.  “Fluff”.
  • No spelling mistakes
  • Well organized
  • Easy to split apart into sub-topics (longer PLR)
  • Easy to put together into an eBook (short PLR)
  • Easy to break down or expand each piece’s topic
  • Enough detail to be valuable

A really good piece of PLR writing should make you:

  • Eager to add your own examples (the ones that readily springs to mind)
  • Inspired to give its content your own unique twist, in your own linguistic style
  • Get further ideas, very naturally, on what to do with it and how to use it
  • Feel that customizing it is easy

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What Not to Do…

Don’t ever buy cheap PLR – if your content feels second-rate, your services will too.  Give your clients the best.  Buy your PLR from reputable sources.  Check the website – does it have a clear refund policy?  Terms and conditions?  A professional, clean layout that inspires you with confidence?

Also ask fellow business peers in your field who they would recommend (preferably not your direct competitors:  For example, if you are a lifestyle coach, don’t ask another lifestyle coach – ask a social media coach.)

Don’t buy offshore PLR from other countries.  True, you might hit on a gem of a writer who is completely bi-lingual, but the average experience of those who have tried this route often results in:

  • Poor spelling and grammar
  • Confusion between tenses
  • Highly derivative writing
  • Old, generic information
  • Outright inaccuracies, due to the writer not understanding Western conventions

Think about it:  These writers are under pressure to churn out content at lightning speed to make a minimal amount of money – the equivalent of piecework.  Do you really want to (a) support an exploitive system (b) present your clients with material that has not been well-researched – or (in many cases) not researched at all?

Get your PLR from the best.  And get it from a copywriter who specializes in your subject (or uses writers who specialize in specific topics.)  If you are a Fitness Coach, for example, you’ll want your PLR written by someone who has had a history of working out and is familiar with multiple fitness programs – at the very least.  (You’ll know if they have, the moment you start reading your material:  Be prepared to find yourself delighted with the depth of knowledge shared in the content.)

Before you re-write a word (or even make your purchase) check the Licensing rights that will come with it, to make sure of how you can (and cannot) use it.

Observe those Licensing Rights religiously.

Ten Ways to Use Your PLR…

Now we’ve got purchasing PLR sorted out, let’s take a more in-depth look at some of the ways you can use it in your coaching business to save yourself time, create a steady stream of content and delight your clients

  • Creating Courses – PLR is ideally suited for course creation.  You can purchase a PLR eBook and break it down into a series of lessons, topic by topic.  (Remember; you are purchasing well-organized, top-quality PLR.) You can purchase a series of ten or twenty blog posts on a topic and simply re-word them into a Lesson format.  You can use either eBook PLR or blog post or article PLR to create scripts for short video lessons.

You really are limited only by your imagination.

  • Create an Email Series – You need to keep in regular contact with coaching clients, but what’s going to happen if you sit down and write off the top of your head?  Most people find if they do this, their emails are (a) all over the place, topic wise (b) sporadic.  Even the slightest hints of this sort of individuality can result in a less-than-professional feel to your emails.

Better to schedule them regularly, and use PLR to write your email series.  (Better yet, write a batch of them.)  Pre-schedule them.

Two tips for doing this easily and successfully:

  • Keep your content “evergreen” (not tied to current events or seasons; timely at any stage in your client’s journey).
  • Start buy purchasing PLR that breaks things down into single-point, simple “chunks”:  E.G.  “Ten Tips for Maintaining Your Ideal Weight”.  Use one tip per email:  Give the tip (in your own words) – then add a personal comment on it, and finish with a question or challenge.

That’s it!

Each “series” should consist of seven-to-ten emails; perhaps with a short break in between.  (This jolts your reader into wondering where you’ve gone and being glad to see the beginning of the next series – if you’ve done your job right.)  Next time (using our Fitness-model example), you might avoid the “Tips” format and send them “Seven Recipes for Energizing Breakfasts” – one recipe per email, of course.

  • Newsletter Content – Even if you write your own, original articles for your newsletter, PLR can help pad it out and make it feel richer, fuller; more complete.  You can add interesting facts, anecdotes, recipes, quizzes – all from PLR.

(This is where you’ll really notice that PLR saves time.  With PLR material such as a quiz or “Fascinating Facts About…”, the research has already been done for you.)

  • Video Scripts – Another great use for PLR in your coaching business. You can quickly create a script (it doesn’t even have to be “pretty” – just a point-form skeleton for you to use in video lessons or webinars).  The work is done for you.  Your topic is organized.  And you can use the basic script as a skeleton and flesh it out with your own delivery and personality, if you prefer.
  • Re-purposing – We’ve already gone into a fair amount of detail on this subject, so consider this a reminder
  • Interview material – You are going to interview potential clients to make sure you are both a good fit.  Good PLR can alert you to questions you need to ask and information you might want to provide
  • Forum Resources – You can make your re-worked PLR content into permanent, sticky Lessons or How-to Articles (or videos) to add value to your paid Forum or Membership site.

And these “exclusive” Resources can also provide a powerful incentive for “Free” members to step up to one of your Paid Membership site or Forum tiers.

  • Teleseminars – Skilled PLR users can build an entire Teleseminar around a single PLR article (or eBook; or batch of blog posts; or mini-course, etc.)… for those of their clientele who are Auditory learners
  • Webinars – For those who are visual learners, you can re-purpose PLR  that would be derivative if turned into another type of written content into a highly original Webinar.  (Create a script from it; and get your topic.)
  • How-to Videos – Demonstrate what isn’t easily taught via the written word… using PLR as a skeleton framework for making sure you haven’t missed any steps; or adding value to what you already know (or wouldn’t-have-thought-to-include).

Organizing Your PLR

The more efficiently you use your PLR, the more mileage you’ll get out of it and the fresher your content will always feel.

One way to do this:  Store all PLR originals in a folder entitled:  “Coaching PLR”.  When you want to use a piece, don’t worry about whether or not you’ve already used it; or do mental acrobatics creating “systems”.  Just copy the piece you want to work with into a different folder called “Coaching PLR in Use” and play with it to your heart’s content.

Why do I say “don’t worry about whether or not you’ve already used it”?  For one thing, you’ll most likely be able to figure that out if there’s a copy of it in your “Coaching PLR in Use” folder… plus, if you take out your favorite PLR piece and start working with it as if you’ve never seen it before, you’ll automatically produce fresh, updated content with a new twist.

Use any system you want, of course – the preceding method is just one suggestion.

I know coaches who have complex directories and meticulous, category-sorted sub-directories full of folders based on PLR for their businesses…. And those who lump it into all one folder, simply adding the word “DONE” to the folder title, once they’ve used it.

I also know people capable of re-using the same piece of PLR again and again and again, ad infitum.

And making each re-worked piece seem fresh and new – every time!

The important factor here is to actually have – and use – a system for organizing and keeping track of your PLR, so you can get the most mileage out of it while spending the least amount of dollars.

MS Excel is an excellent organizational program; or you can use MS Word create your own Worksheet (with your own custom Categories) simply by using a Table, as we have here, in this Special Report.

Or use your own, personal favorite Database program or online service.

And if you use MS Word Table-based Worksheets, you can either adapt and fill them out right within MS Word, saving them on your computer… or printing them out and filling them in manually.  (Be sure to expand cells to provide enough space for your manual input.  This means your one-page Worksheet will probably extend over two or more pages, by the time you’re ready to print.)

Now you’ve got the jump on your Coaching peers when it comes to PLR, get into the habit of using PLR regularly for your Coaching Program; not just to provide Launch components but also to grow your business, reputation – and income.

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Launching your Coaching Program



But now that you have an idea of PLR’s possibilities, let’s focus on your Coaching program launch…

1. What Type of Coach Are You?


It doesn’t really matter, because whatever type you are, you’re going to fit your material to your client’s needs and your own topic and method of working.


Are you mostly a hands-on Coach who interacts with live clients in the real world?  


Use PLR to enrich your Coaching. Send out weekly worksheets, bulletins and maintain a blog (all without devoting untold hours to any of these areas).  Give them monthly White Papers or hand out Tip Sheets or Worksheets.


Are you teaching a “how-to” skill?  


Use packages of professionally-prepared, consistently-formatted PLR graphics to quickly illustrate what you’re teaching. Or purchase a set of PowerPoint slides and switch back and forth between the slides and relevant screenshot demonstrations.


Is your topic and niche highly specific?  


Then you have two options (and you can alternate both):


  • Use PLR dedicated strictly to your niche.  A Quality niche PLR site will hire expert writers in that field (or expert writers who have access to niche authorities you may not have yet contacted).  In fact, the best specific-niche PLR should teach you little gems you may not know.


  • Use broad-based PLR in areas peripheral to your niche – ones that would require research on your part, should you decide to write this type of content for your Coaching clients.  An example would be:  If you are a Spiritual Coach, purchase PLR to see if there are any areas you are unfamiliar with that could leave your clients feeling their own knowledge had been enriched; that you have taught them things they never knew existed.


For example, you may indeed know everything there is to know about mainstream world major religions, but a PLR package you purchase introduces you to lesser-known ones such as Aladura (African “prophet healing”) or B.O.T.A.  Your client may never go to Africa or be in the remotest bit convinced about B. O. T. A. – but what they will be convinced of is that you know your stuff to a “T”!


And no matter what type of Coaching you provide, there is all the peripheral stuff to any product launch that would have you wasting days, weeks or even months on huge learning curves, should you decide to handle every product-launch asset yourself, such as setting up a Sales Page in HTML; or writing a Squeeze Page.  Or learning how to create graphics (investing in expensive graphics software or less-expensive screen-capture software).  Or preparing how-to articles or PLR articles for your affiliates to use.  Or populating your new Aweber account with a year’s worth of email material, to keep your clients feeling important to you and those who have not yet bought but who have subscribed to your list (because your topic is something they are passionate on learning more about) “in touch” with you.


Make a list of the types of PLR you will need and use the Worksheet on the following page to ensure you’re all set up with these types, so you won’t get caught with any “gaps” to fill at the last second.  (For now, just fill in the types – add the rest of the data as you purchase and use.)


My Coaching PLR


PLR Package Type


Date Purchased

Site Purchased from (URL)

Date Used/How


E.G. Graphics

“Big Buttons and Banners”


Ongoing, regular recurring


Powerpoint Slides and Script

“Pinterest for Business”


















































































  Planning your Product Line


Even if you are a hands-on, “real world” coach, you may be planning to augment your income with online products.  If not, do consider this option!  


Adding online products to your Coaching services allows you to reach, build a relationship with and serve ideal clients that don’t live in your area but who really like what your website teaches (or who really love the newsletter they subscribed to – or the free Special Report they received for signing up for your email updates).


And it also allows you to:

  • Build national or international credibility
  • Build your “expert” reputation
  • Augment your income with “passive-income”

Passive income can either be a nice whack of “pocket money”, a quick cash boost… or an ongoing source of extra income.  If you produce material that is unique (yes, even based on PLR), stamped with your “voice” and character, aligned to your ideal (paying) client and valuable, you could see a steady sum of profit from your online products… which you can also promote regularly through your email series.


(Easiest way to do this without heavy “selling”?  Simply include the URL to your Sales page along with your signature:


E. G.:  Yours Warmly,

Christine Del Santos-Avocado, Diet Coach


And you can actively promote it at the end of every email mini-course or series.


Passive income products always available for people to purchase can allow you to see what consistently engages your target market… and what doesn’t.


And what further way to increase your credibility and marketability than by writing an eBook and sell it on Amazon; or via Amazon Kindle?


What To Do When Your Online Products Stop Selling – You have several options, when this happens (and in most cases, it will):


  • Launch a “Secret Special” to members of your Forum who haven’t yet purchased your product.  (And a Forum is something you may wish to consider adding to your business offerings and running, as a Coach – regular, recurring income from membership sites is an even more lucrative and reputation-enhancing source extra income.


And PLR material is ideal for helping you cut down time in providing Forum members with content, lessons or 24-hour-available resources)


  • “Retire” the product – and re-purpose it.  (“Re-purposing” simply means using the product itself as PLR and recycling it in another format – for example, taking your eBook, which stopped selling a year ago, updating the material and turning it into a “Free Mini-Course” with a Squeeze page, to encourage new sign-ups.  


Or updating it and turning your email mini-series into a free Special Report or White Paper.


Or turning it into articles, and uploading them, in bulk, to a Directory devoted to your niche.)


  • Find a new sales venueHas it stopped selling on Amazon?  Try putting it up in some other virtual marketplace, such as  

3. Planning Your Coaching Program Launch


Once you’ve opened your eyes to the possibilities of regular, recurring income less strenuous to maintain than one-on-one Coaching for a handful of individual clients, take a look at:


  • Sales Funnel Basics
  • Planning Your Actual Coaching Program


(Yes.  PLR can help you in these areas too!)


Sales Funnel Basics – Who is going to reach more people thirsty for specific services, gain a stronger reputation and credibility, and make more money: 


  • The Coach who simply focuses on coaching a handful of individuals, one-on-one
  • The Coach who has multiple irons in the fire


I bet you thought I was going to say “the Coach who has multiple irons in the fire”, didn’t you?

Well, the answer is… either one of these models could generate more regular, recurring income.


It depends on three things:


  • Balance
  • Your comfort zone
  • Knowing yourself – and your preferences, style and habits – better than you know your clients


It all boils down to planning.  There’s no point setting up ambitious plans for running a four-tiered forum (with free, Silver, Gold and Platinum levels; the latter involving one-on-one, online coaching) if your real strength and comfort zone dictates a more modest pace and strictly in-person, one-on-one coaching.  Your best business model might be to omit the forum – for now.  (i.e. the coming year).


But if you know you burn out easily with one-on-one, a Membership Forum or Mastermind Group may be what you intend to focus most of your efforts on growing, relying on regular, rotating membership lifetimes and a steady diet of multiple smaller, monthly amounts, rather than only six whopping-great one-on-one fees in the thousands.


One coach might push themselves into a quarter-of-a-million-dollar annual income with less than a dozen one-on-one clients at a higher price-point (e.g. $2,000 per month), while another coach might focus on Membership Site and supplementary online or offline product sales – and make the same amount through sheer volume.


And then again, there are your credentials and Coaching motivations to consider:  If you are an Olympic figure skater, with product endorsements up the yin-yang while being a household name in your country, planning to coach even one or two medal-winning “replacements” to yourself would most likely be your best bet as a coaching option.  Your credentials would allow you to command the highest fees and would not need to supplement your income with online products – unless you are committed to sharing your knowledge with those less fortunate than your clients but with the same love of your sport.  


If the latter describes you, writing a book or providing a Motivational lesson series might be something that brings you emotional satisfaction.  (And writing and releasing a book is always a great way to promote yourself and provide radio and TV hosts with something to talk about or review.)


Similarly, if you have invested thousands of dollars in University degrees or are a professional member of a prestigious organization (e.g. Busy, McPorridge and Wright, barristers and solicitors), you are instantly and legitimately eligible for charging a much higher amount than your self-taught but talented rival if you are planning to coach in your established field of expertise.


And if you’re not “there” yet (but plan to be), PLR can be a great shortcut to get you started online while building other skills more crucial to your success.


The way to ensure a professional online and offline presence and reputation, as well as steady growth in all areas (including sales and income) is to plan your Coaching career well in advance, setting:


  • Milestones
  • Short-term goals
  • Long-term goals


And part of this involves a Sales Funnel, so you are always one step ahead (thanks to your helpful PLR material) in making sure there is always:


  • Something for your clients to purchase
  • One-step-ahead readiness and preparation on your part


A planned Sales Funnel will also allow you to outsource aspects of your Coaching business at the right time for your budget and time constraints.  (Just think: Would someone at the level of Oprah Winfrey or Wayne Dyer have quite the same success if they hadn’t been goal-focused; or had a whole team of expert support staff to feed the machine of their expansion?)


Use our second Worksheet on the following Page to decide on your ideal Sales Funnel.  This will help you grow your product line (and your reputation) at a consistent, comfortable step and release them when your client is ready for the next step)…


You’ll find standard components/steps included, to get you started.  Simply delete or strike out any rows that don’t interest you.


(And be aware that you can either jump to a “high-ticket” product right away after your free sign-up incentive and bonus(es)… or lead your client through higher price points with multiple products as you both grow.)


My Coaching Program Sales Funnel


Product Purpose/Type

Product Name




PLR to Use

“Freebie” sign-up incentive (e.g. email mini course; Special Report)






Sign-up un-announced “Thank you” bonus(es)






Paid Product #1 






Paid Product #2






Paid Product # 3






Home Study Courses

























  • Free
  • Paid






Membership Site

  • Free
  • “Silver”
  • “Gold” 
  • “Platinum






One-on-One Online Coaching

















Finally, here is a Basic Launch Components Worksheet to help you plan your actual Launch (and PLR Purchases)….


Product Name: _________________________    Date: _________    I need…

Component Type

Purpose/ Type:

Date PLR purchased 

PLR Website URL

Customized and Ready to go…

Price paid:

Squeeze page

To generate leads and subscribers for my email lists by encouraging pre-qualified sign-ups





Sales Page

To enable people to buy via a Download button/my Shopping Cart system





Sign-up “Freebie” (incentive)

To make parting with their contact information and subscribing to my email list irresistible for people 

(E.G.: Free report, email mini-course)





Sign-up Bonus

To give my new subscriber a valuable and delightful “surprise gift”

(E.G.: Tip Sheet, Special Report, “How to” manual)





Email Series

(Follow Up)

A regular method of keeping in touch

(E.G.: Daily Tip series, email mini course, your thoughts on your niche topic, extra instruction)





Download Page

Separate page where your new subscriber or customer can retrieve her download purchase

(N.B.  Pages such as these are sometimes included in “Autoresponder series” PLR or “Launch PLR”)





OTO Page


One-time, un-announced Special Offer only for purchasers of your main offer or new subscribers





Membership Site

(Purchase PLR to create welcome letters; resources members can use at all tier levels)






A “broadcast” piece of email you send to all subscribers

(N.B.  You can also offer an expanded, paid  version as a stand-alone, paid product in itself)






Visual online presentation 

(“how to” demonstration, slide show, panel discussion, sales presentation, expert guest interview)






Audio online presentation 

(N.B. Make the recording available for 24 hours to those who sign up; then sell the recording as an optional paid product to your general subscriber list/the public





Online Course

Present this in any format:  Video, audio or text-based; weekly lesson, series of 4 lessons, monthly lessons, finite number of lessons (E.G.: six)





VIP Club

Present this in any format, at any price point

(E.G.: six one-on-one telephone-clients clients; a special expanded newsletter; a “Beyond Platinum” forum, combining regular lessons and a weekly half-hour individual phone session, etc.)






Be creative!









How to Use PLR to Launch a Coaching Program



If coaching is your business, you know that you have to keep your clients supplied with fresh content. It can’t just be any old content, but rather meaningful, relevant, informative content.  The trouble is that good content takes a lot of time to create.  And you don’t want someone else writing your content because you want your own personal stamp on it.


Your voice.


Your personality.


The unique focus that your coaching provides.


So should you use PLR content at all then? Since Private Label Rights material is typically written in a fairly generic manner, doesn’t that defeat your goals?


The simple answer is that PLR content can provide you with a shortcut. With it, you can quickly create informative training, while still keeping your focus on taking care of your clients.


What it can do is:

  • Provide a professionally-organized framework for your first Coaching Program launch
  • Make sure you are including the right components into your training
  • Keep you on track
  • Shortcut your research
  • Stimulate your own original ideas
  • Save you time – and make you money!

The trick is in giving it the PLR content your voice.


Yes many people just buy PLR and dump it into their autoresponders or blogs, without even reading it.  However, you’ll get more credibility and your clientele will get a taste of your unique traits, voice, persona and promise if you personalize it first.


So let’s get started.


What You Need


Many people think of PLR as simply blog posts, articles, or report skeletons.  You can actually purchase much more than that.


You can buy PLR versions of:


  • Scripts for Webinars
  • PowerPoint Slides
  • Checklists
  • Graphics
  • Email series
  • Videos
  • Sales pages
  • Squeeze pages
  • Tips
  • Press Releases
  • Newsletter PLR
  • Home Study Courses
  • Mini courses
  • Audio loops
  • Audio tracks
  • Screenshots
  • CD/DVD graphics
  • Banners and buttons (sales graphics)
  • eCover graphics


If you are about to launch a Coaching program, you can see how much of a time saver many of these types of PLR could be.


In addition, you can use PLR to enrich your knowledge base. It can give you new directions to explore or research, bolster you in areas where you are “weak” and add “flavor” to your teaching.


Now let’s get into depth more fully on this topic, as well as how to get the best out of your PLR.


The biggest reason to use it, however…


  • PLR can help you provide your Coaching clients with a steady, regular, rich supply of study and implementation content (material)


You’ll never run out of things to say and you’ll always have “next week’s lesson” or your regular monthly Video Session or your knowledge-rich monthly newsletter ready and waiting.

Watch for are next post on

Launching your Coaching Program


E-mail Marketing

email_computer_internetThis is one of the most cost-efficient methods of internet marketing that promotes your business. In order to execute an effective and successful e-mail campaign, you need the right information to achieve your desired results.

E-mail marketing is a direct marketing method that makes use of e-mails to communicate a commercial message to your target market. It is the process of sending messages to your previous or current customers in order to encourage them to do business with you again and in turn enhance your business relationship with them. E-mail marketing is also used to acquire new clients and convince your current customers to buy something at once.

There are several advantages in using this type of internet marketing. For one, almost all internet users have e-mail accounts that they check regularly. With this form of communication, advertisers can easily reach those who have signed up to receive regular communications regarding subjects that interests them. It is cost-effective and has a short impact time.

E-mail marketing can be categorized into three types: direct e-mail, intermediary e-mail and retention e-mail.

Direct e-mail usually is an email message with commercial sales content. They are usually sent to customers who have previously used a certain product or service or to potential clients in your target audience who might enjoy and benefit from the service you are offering. Direct mail marketing may make use of a company’s e-mail list or a purchased or shared e-mail list or a list that is acquired from a third party service. These third party services may already know which audience can be target through e-mail marketing or they may conduct an analysis to find out which e-mail addresses will bring the highest conversion or responses for your business.

Retention e-mail or newsletter mail on the other hand, are designed and written for promotional use. They aim to provide a long-term impact to the customer’s mind, thus, their content is more than a sales message. The retention mail specifies the benefits of the products or services that a company offers in a more informative format.

Intermediary e-mail is a message sent by a company delegated by the main provider to send out advertising and marketing e-mails to a list of subscribers that is usually owned by the intermediary company.

In order to be successful in e-mail marketing, you must always use all relevant information that is necessary for your business. You may send messages to your customers if you find that they will benefit from what you are about to offer them. In sending these e-mails, you must also write an informative and straight forward headline

in order to grab your customer’s attention. Before sending out your e-mail, check the message and use both text and HTML formats to make sure that your message will be received and read, or you may include options to view your mail in these formats.


Big Books for Big Success


Five Books You Have to Read for Online Business Success


Crush It! By Gary Vaynerchuk


Who would have thought that a wise-cracking, smart-mouthed 30-something could turn into an internet sensation – with a daily video show on wine? Well, Gary Vaynerchuk has endeared himself to millions through his Wine Library TV, his keynote speeches, and his best-selling business book, “Crush It!” In it, he shares the secrets of his success, including:


Find your passion. Find the one thing you adore above all else and go for it with all your heart. If you look for the “money” niche, you’ll burn out and give up before you succeed. Or you’ll succeed and hate what you’re doing.

Be willing to hustle. Vaynerchuk credits his willingness to do whatever it took to get ahead – including hosting his show five days a week, without fail, for over a year. Don’t just do something once – do it over and over and over again until people start to notice.

Be who you are. Not everyone warms to Vaynerchuk’s in-your-face style, but those who do adore him. He recommends not even trying to please everyone, and instead doing what you do best.

Build the audience and the money will find you. Vaynerchuk swears that he didn’t try to monetize his rabid and ever-growing audience. Instead, the offers came to him. He thinks anyone can do the same. 


In sum, “Crush It!” recommends finding a niche you love, working your rear off, introducing folks to the real you, and working hard until your audience grows to the point where they just can’t get enough of you. This book is a perfect read if you’re looking for inspiration to begin – or continue – your journey.  



Unmarketing by Scott Stratten


Do you hate selling and marketing in the “Tell-ya-what-I’m-gonna-do” way? Then Scott Stratten is your man. In his book, “Unmarketing,” Stratten shows you through his personal experience that you can build a successful business – and an audience of enthusiastic customers – without doing the Glengarry/Glen Ross shuffle. 


Written in a series of blog-post-length sections, the book is chock-full of Stratten’s personal observations, advice, success stories, and words to the wise. A big proponent of social media, Stratten advises readers on how to maximize these tools to build your audience naturally and comfortably. 


In fact, that’s the basis of his belief: That building relationships should be the backbone of your business, and the only way to do that is naturally, and over time. Sure, there are tips and “secrets” for how to make the most of the tools that are at your disposal, but what it comes down to is relating to the people you want to serve.


This book is perfect for new entrepreneurs, or business owners who have been around the block a time or two but don’t know a tweet from a hole in the ground. Stratten presents his lessons in a non-threatening, conversational tone that is easy to read and easy to follow. You’ll want this book in your business library to refer to again and again. Even though many of the stories deal with “Web 2.0” tools, Stratten’s advice to be yourself and focus on the relationship will be equally applicable into the future as new technology emerges. 



Made to Stick by Chip and Dan Heath


Want to know why some ideas stay around, and others die a quiet, painful death? Well, the Heath brothers are the ones to explain the difference. Using anecdotes as disparate as urban legends (remember the “organ theft” ring?), the “Chicken Soup for the Soul” blockbusters, and the movie popcorn brouhaha over saturated fats, Heath and Heath break down and analyze stories that work – and those that don’t – to give readers a better chance of making their own ideas stick. 


Whether you’re an independent direct salesperson, the leader of a small religious congregation, or an online entrepreneur, the authors’ findings will help you present your own ideas in a more effective manner. Some of their suggestions for sticky ideas:


Make it simple. A confused mind does nothing.

Make it unexpected. Think about surprising people, like the guy who loses 100 lbs. eating Subway sandwiches.

Make it concrete. The more you’re able to ground your ideas in someone else’s reality, the more they’ll stick. 

Make it credible. Statistics, graphics, before-and-after photos all help make your claims or story more believable.

Make it emotional. We like logic, but we like emotion more. In fact, some experts argue that most decisions are made emotionally. Appeal to logics AND emotions. 

Make it a story. Ever since our ancestors gathered around campfires and shared stories of vanquishing saber-tooth tigers,, we have loved stories. Stories are easy to relate, easy to remember, and thus are stickier. 


Using their framework and suggestions, anyone – a business person or an elementary school teacher – can create stories and ideas that stick. 



Tribes by Seth Godin


If you are an online businessperson and you have not yet been introduced to Seth Godin run, do not walk, to your nearest bookstore and get a copy of “Tribes” (then download a free copy of the companion ebook from Seth’s blog here This book has served as part manifesto, part bible, to a generation of internet-based entrepreneurs.


Godin’s thesis in “Tribes,” like most of his work, is extremely simple: There are people out there looking for leaders. If you can become a leader with vision and passion, you can find a tribe of people to lead. 


While this may seem commonsensical, Godin goes beyond the obvious. Not only does he explain how to find and lead your tribe, he also tells readers they have an almost moral obligation to lead if they are called to do so. If you have an idea and a passion, you need to find the tribe that’s looking for you because they’re lost without you.


Godin’s words would have seemed absurd only a decade or two ago. How would someone, for example, with a passion for making clothes for potbellied pigs ever find enough of an audience to make a go of a business? But with the reach of the internet, the lack of barriers to entry for online businesses, and the wealth of free and low-cost tools at your disposal, you don’t need millions, or even hundreds of thousands, of people to create a successful online business. Instead, a loyal tribe of just a few thousand can keep you in sequins and tulle until the end of your days – if you can find them and inspire them.


He uses the example of the Grateful Dead, Starbucks, and CrossFit as strong tribes. And he presents tons of ideas for finding and leading your tribe, from being an example, sharing stories, creating a common goal, and more. 


If you just want to sell “me too” products to a faceless crowd, skip “Tribes.” But if you have dreams of changing the world, “Tribes” is for you. 


Delivering Happiness by Tony Hsieh


If you’ve ever ordered shoes (or anything else) from, chances are you’ve ordered again. And again. Because Zappos, an online phenomenon taken to industry leadership by CEO Tony Hsieh, enjoys a staggering 75 percent repeat business. And, because everyone knows it’s much less expensive to sell to a repeat customer than it is to bring in a new customer, that means Zappos must be doing something right.


In his book, “Delivering Happiness,” Hsieh shares his sometimes radical, always interesting, views on business, life, happiness, and customer service. It’s worth a read even if you aren’t in the retail business – because every business has customers, and every business can benefit from treating them better. 


Some of Hsieh’s iconoclastic ideas shared in “Delivering Happiness” include:


“Wow” your customers through service.

Embrace and drive change.

Weirdness is good.

Constant learning is a prerequisite for growth.

Your company should feel like a family. 


Hsieh focuses not only on making his customers happy, but on making his employees happy, too. In a world where employee loyalty is about as common as a Dell laptop in Steve Jobs’ office, Hsieh has made it his mission to make his employees feel committed and attached to Zappos. Some of his ideas may seem better-suited to a business with dozens or hundreds of employees, but solopreneurs and small business owners will find many tips and a lot of inspiration. 



Article Marketing


Article marketing is an online advertising strategy used by many businesses to market their websites, products or services by writing short articles that are related to their industry. It is the practice of posting these keyword-focused writings on article syndication sites that have a good readership following. These articles will then be distributed and published in the marketplace. Many opine that article marketing is an essential element in any internet marketing strategy. These articles have the intention of providing information and entertainment to online users. Typically these articles have a resource box or bio box that indicates the references and contact information of the writer’s business. The resource box may also contain a link back to the website that the author is promoting in order to attract the readers to visit that website.

Articles that are well-researched and written are usually released and distributed for free in order for the business to gain more credibility within the market. Through these articles, a website or online business will be able to attract more new clients. Internet marketers usually submit the articles to several article directories in order to maximize the results of their online campaign. In order to avoid the filtering process of the internet for duplicate content, internet marketers attempt what we call article spinning or article rewriting and rewording to give certain variations to the original article. Through this, the article can acquire site visitors coming from several websites for article directories. Getting your article to be featured in niche blogs or focused content websites that are managed by others is a good and popular strategy in terms of article marketing. If you are a guest blogger on these websites, you will be able to introduce your business to an interested audience that may have been otherwise unreachable.

The common practice in internet publishing is to have your articles use relevant keywords and catchy titles with around 250 to 500 words in the body. If you incorporate the keywords or keyword phrases in your articles, it is possible to get more search engine traffic.

Which, among the hundreds of article directories, should you submit your articles to? This is actually one of the most tedious tasks in this marketing method. Today, businesses and experts usually outsource their article marketing methods including the submission process. The most popular article directories that are recommended include EzineArticles, IdeaMarketers and GoArticles.

Article marketing can also help you generate leads that you can include in your e-mail list. In writing your articles, you must give the readers an offer so irresistible that it will prompt them to visit your website and sign up for your services. Once you have their information, you can start creating a sales-winning partnership with them. Failing to do this will not give you another chance to sell to your leads.

Among the best offers you can give your readers may include quizzes, special reports on a certain topic, free consultation sessions or free book chapters. This way, your readers will be enticed to provide you with their e-mail addresses that you can use to further send marketing news and information about your website.

Overall, the most important factor in article marketing is to get people to visit your website and sign up or purchase one of your services. Writing articles that are accurate, specific and helpful will attract more potential leads or clients.


Developing a Successful Marketing Strategy


In order to have a successful website the first thing you need to do is to develop a successful marketing strategy. You need to promote your website to those who may have the most interest or need for what you are offering for sale. Whether you are selling products, services or money making opportunities you still need to have a plan for getting your message to your target audience. You don’t want to waste time and effort by randomly choosing targets you think might be interesting. You will be more successful in your marketing efforts if you take the time to develop a marketing strategy rather than beginning without any kind of plan.

Why is it so important to identify your target audience? Wouldn’t the law of averages help you reach more people? While those statements may seem sound and lead you to believe in their validity, quite the opposite is true. When you take the time to identify your target audience you will promote your business only to those who are most likely to be interested. Case in point: you live in Hawaii and sell surfboards. Would it be any advantage to promote your website to people living in Alaska? While you may pick up a few sales from those planning to go on vacation, the potential is minimal. The law of averages is not going to help you unless you reach those who have a need or desire for what you are offering.

You do not want to go in blindly when you begin to promote your website. Before you are ready for business you need to take the time to develop a plan don’t just sit down and start randomly promoting your website. This is important because only when you develop a plan first can you identify your target audience. In fact, before your website goes live you should already have a marketing plan in place and have begun marketing efforts.
Once your website goes live you should have nothing left to do on your initial efforts except to get the word out to potential customers that your website is ready for business. Your next marketing plan should focus on bringing in additional customers or prospects but still within the scope of your target audience. While some of your efforts may reach those outside of your target audience, you do not want to exert time and energy on the small numbers of customers you may reach.