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Why You HAVE To Be A Professional To Succeed Online
By Alex Goodall
Copyright © 2009 Alex Goodall
You may NOT distribute this document unless you have explicit written permission from Alex Goodall.
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© 2009 Alex Goodall
The Internet Professionals Guide Why You HAVE To Be A Professional To Succeed Online
What is a Professional?
“A person who earns a living in an …. occupation frequently engaged in by amateurs.”
Dictionary.com Unabridged (v 1.1). Random House, Inc.
This Manifesto is a wake-up call to everyone who expects to earn a living from internet marketing during 2010 and beyond.
The era of the amateur has passed. --Only the professional can succeed.
If you agree with the ideas in this Guide, my low-cost Internet Professionals Mentoring Program could help you overcome the barriers to getting your business underway, or to improving it.
© 2009 Alex Goodall
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..... NOT DOGMA...............6 2....................................................................................................................................................................................................................2 COMPETITION: THE SHEER NUMBER OF PEOPLE COMING ONLINE TO TRY AND INCREASE THEIR INCOME............................22 5 "I'M NOT A PROFESSIONAL BECAUSE I'M A NEWBIE"......................................... JUDGEMENT AND MASTERY ARE KEY.........................................................YOU ARE UNAFFECTED BY THE DECEPTION..........5 BEING PROFESSIONAL MEANS ................................................................... WHY PROFESSIONALISM IS NOW ESSENTIAL TO SUCCESS .................................................................................................................24 7 CONTACT........PEOPLE RESPECT YOU AND YOUR REPUTATION GROWS.........20 4................................................23 6 BIO.........................3 BEING PROFESSIONAL MEANS ...............1 KATHY’S BIRTHDAY STORY................................................................18 4............9 3 WE HAVE CROSSED THE THRESHOLD.......11 3..............................14 4 BENEFITS OF BEING A PROFESSIONAL.......4 2 WHAT THE MANIFESTO AND THIS GUIDE ARE ALL ABOUT............2 BEING PROFESSIONAL MEANS ..........................................4 THE MYTH OF STEP-BY-STEP: WHY SKILL..........................11 3.................................................................................13 3............ DISTRACTION AND SHORT-TERMISM OF MUCH OF IM ........................................YOUR SUCCESS IS STABLE....... NOT SHORT-LIVED...........The Internet Professionals Guide Why You HAVE To Be A Professional To Succeed Online Table of Contents 1 THE INTERNET PROFESSIONALS MANIFESTO....................................24 © 2009 Alex Goodall Page 3 of 24 .........1 BEING PROFESSIONAL MEANS .....3 FAST-CYCLE MATURITY: SHORTER TIMES TO MAKE "EASY MONEY" FROM NEW IDEAS ..........................................8 2.....................6 2...............4 BEING PROFESSIONAL MEANS – YOU MAKE BETTER DECISIONS BECAUSE YOU ARE DRIVEN BY STRATEGY.........12 3..................................................................1 ECONOMIC CLIMATE: THE WORST RECESSION FOR OVER 100 YEARS...................................................2 PAUL’S BIRTHDAY STORY..........................................................................17 4...............17 4..........................19 4...................3 WHAT WENT WRONG FOR KATHY AND PAUL?...............YOU GET MORE DONE IN LESS TIME...........................................................................................................................................................................
Honesty. I agree to the following (either or both. I need to become a Professional. But I recognize that times have changed: the days when the amateur dabbler could earn a living online are over. I agree that being an Internet Professional means following these… © 2009 Alex Goodall Page 4 of 24 .The Internet Professionals Guide Why You HAVE To Be A Professional To Succeed Online 1 The Internet Professionals Manifesto The rest of this document explains WHY it is important to be an Internet Professional in order to succeed online. integrity. customer care …. occupation frequently engaged in by amateurs" And so. You should think about whether you are prepared to sign up to this – and if you do. Instead. but are nevertheless critical to online success in a professional way. both now and for the foreseeable future. The Manifesto “I am excited and highly motivated by the incredible opportunity for wealth creation that the Internet offers. Also. I have identified a collection of Principles which are a little less obvious. I will help them be Internet Professionals. I have put them together in the form of a Manifesto. as applicable): • In order to fulfil my commitment to myself to become wealthy through internet marketing. Although they are essential. all of those are more-or-less givens these days. what that means about how you go about setting up and running your online business. who is: "A person who earns a living in an …. it is hardly worth mentioning them. This section explains what it means to be Internet Professional. I will be an Internet Professional in all my online business activities • In order to help others become wealthy through internet marketing. a “professional image”.
I’ll be hopelessly inefficient and rarely doing what I’m best at). #2: Vision. no family and no friends!) #10: Legal and Financial Being fully compliant with all legal and financial business requirements. isolated. (Without that may end up with a business but no life: or worse no business. #3: Project Management Planning my projects at the right level of detail and managing myself and others to those plans. Goals and Strategy for my business. I don't need to wait till I know everything before I make a start. (Without that. (Without that. I’ll be dancing to someone else’s tune. #8: Working in Teams Working in a team rather than in isolation where I have to do everything myself: whether with partners. family and friends. (Without that. #6: Customer Focus and Delivery Excellence Ensuring that whatever my business delivers. and will miss out on the unique creativity of multiple minds). Goals & Strategy Having a clear Vision. #5: Operational Excellence Using time-saving systems. (Without that I may give up too soon. whether I’m on track.“ © 2009 Alex Goodall Page 5 of 24 . (Without that. my business will never grow). I don’t fully understand my options and cannot create a strategy). it does so exceptionally well and is driven by what my customers need. I’ll be alone. #9: Personal Development Spending time to develop my mind. Balancing work. I have no direction and no basis for making business decisions). (Without that. (Without that. I’m running an unacceptable risk of losing everything). with outsourcers or with employees. no life. following someone else’s agenda). #4: Focus Using all means at my disposal to remain 100% FOCUSED on following my Plans. inspiration. body and spirit. (Without that. may sabotage my success or may be overwhelmed by the challenges). it could take me years to get my business going and I may never have enough resources to run it profitably). (Without that.The Internet Professionals Guide Why You HAVE To Be A Professional To Succeed Online Principles: # 1: Understanding Internet Marketing Making informed decisions about my business based on a "Big Picture" understanding of the nature of internet marketing. On the other hand. or what I should be doing day-to-day). minimizing disruptions caused by adverse events. I can’t tell how long anything will take. Minimizing the risk of going out of business due to unforeseen circumstances. I may end up paying dearly in time and money on avoidable battles with the ‘authorities’). (Without that. ideas and contacts. (Without that. #7: Mastermind Groups Being part of a Mastermind Group to provide accountability. documented processes and personal productivity tools so that I can maximise the time I spend working to my strengths.
She was on Facebook the other day. I know it’s not emotional. neither Kathy nor Paul fully took to heart this rather obvious statement: It is no longer possible to make an income on the internet unless you take a professional approach. In fact. But even as she was writing. The family finances had gone even more into the red this month – and by a lot more than usual because of the costs of the birthday. Her car was about to be re-possessed and she didn’t know how she was going to make the mortgage payments that month. and writing about how much fun she and Gracie had had yesterday with her 16th birthday celebrations. © 2009 Alex Goodall Page 6 of 24 . And then she noticed something which she’d seen many times before – but never focused on. the joy from that memory disappeared. which she hardly uses any more. I also wrote them for you.1 Kathy’s birthday story Kathy is 39. Kathy and John just thought it was common sense. She couldn’t afford them. You may well be a Kathy or a Paul – in which case. But because they didn’t follow through and really take it to heart – their stories don’t make happy reading. but Kathy isn’t saying anything about it on Facebook. There on the right was an ad which said: “How I made $276 a day in just THREE MONTHS! Free Report explains how YOU can do the same!”. works as a purchasing manager in a department store and is raising her daughter Gracie on her own. (Note that these are dramatized stories. You see. There were no celebrations worth writing about. Her mind turned back to the day she’d clicked on that ad almost a year ago and she tried to re-construct the sequence in her head. but they are based on real people. What was she going to do? She was beginning to get desperate. It was pushed out by the familiar fear that took its place. I know that it’s not a surprising or dramatic statement. And it’s very easy to agree with it. Kathy clicked on it…. So.The Internet Professionals Guide Why You HAVE To Be A Professional To Succeed Online 2 What the Manifesto and this Guide are all about I wrote this Guide and the Manifesto for Kathy and Paul. thinking “what have I got to loose?”.) 2. sharing news and gossip with her friends and family. … It’s now one year later and Gracie’s 17th birthday has just passed. they are both rather sad.
but she was sure she’d get it back in about six weeks. That seemed a small price to pay to learn this powerful secret. There still seemed to be an awful lot to learn. and although there was an active forum for asking questions. she had learned a great deal. To get that level of one-to-one advice was exactly what she needed at this point. Then she received the email and the series of video demonstrations from the same company. So when she received the phone call. and the running of the business would be almost completely automated. She was determined to find a way through. It was very convincing. and that gave her renewed hope. Sure. She regarded herself as very lucky to have been picked as one of the special customers to receive a 30 minute free coaching session to help with her business… … at the end of which. Dave was desperate for money. she’d agreed to pay $397 per month for ongoing coaching to make sure she stayed on track and received personal guidance. the more she realised that.The Internet Professionals Guide Why You HAVE To Be A Professional To Succeed Online It started with the Free Report. she was flattered and thankful. that was a huge amount to pay out (but less than the $997 she’d have to pay if she didn’t buy NOW). From the manual she’d learned enough to understand the real value of this software. Maybe even less. But when it arrived Kathy was again disappointed: it didn’t seem like much of a “secret”. © 2009 Alex Goodall Page 7 of 24 . And the more she read. That turned out to be a 32-page eBook which told the story of someone called Dave who had been given a secret “method” for making money on the internet by his friend Andy. This wasn’t looking good. So Kathy paid $147 for manual in a 3-ring binder that provided the step-by-step guidance. And to be fair on herself. Kathy was annoyed that it didn’t give any useful information – but she was impressed with the evidence. even when she’d figured it all out. it was going to take many months of effort to make any money. It seemed more like a complicated method that was going to take her months to learn. and Kathy easily related to his situation. For $797 she could get access to the most advanced software system on the market that would do 90% of the work for her: she wouldn’t have to learn all those different systems to get set up. It hadn’t quite worked out as she’d expected. every answer given seemed to raise more questions. and how it shot up from nothing to well over $200 per day in just a few months. She had to make this work! Two months later…. Most of the report consisted of pages of “proof” of Dave’s income. There seemed to be a never ending stream of new ideas to get familiar with and systems to master and skills to learn. and made some real friends in the forum. It was an investment to help her with the business that she was now committed to. But Kathy regarded herself as a professional: she wasn’t going to be beaten by this.
with some successes and some failures.and an even worse way to start the next year of his life. Paul was in that age range where he was getting more and more of those jokey cards that imply you are "past it" or "on the way down". his birthday was a great day. He had not taken a conventional career path. and that meant a lot to him. He’d had a mix of jobs and selfemployment and business start-ups. anxiety and frustration. he began to see a theme emerging. Some of them were wickedly funny and he laughed heartily.600) Kathy cancelled the coaching. and he blessed his good fortune. Kathy wondered where she had gone wrong. He did NOT like the result.The Internet Professionals Guide Why You HAVE To Be A Professional To Succeed Online But after four months (and another $1. although less heartily this time. 2. along with everyone else. and he read them all again. As he was opening the cards. Instead of solving her financial problems. Instead of going to bed. after everyone had gone home or to bed. he’d learned what he regarded as the core goal of personal wealth creation: time freedom. Paul began to take stock: to look back at how he had ended up where he was. Most likely it wasn’t her fault and the whole “money from the internet” idea was a complete scam. There was no doubt that he had many really good friends. because the truth behind the jokes was getting through to him. his ambitions. © 2009 Alex Goodall Page 8 of 24 . The years were relentlessly slipping by. Over the years. and no longer felt like sleeping.based on a normal life expectancy. But that night. And a month later. though. but they all required money and time. It was his birthday. this whole episode had added another $2.532 to her debt. Very soon. And now the crunch had come. He still laughed. despite being “not so young anymore”. She didn’t think she’d try anything like that again. He had many goals and ambitions.2 Paul’s birthday story Paul did a scary calculation the other day. and he was delighted at the number of cards he had received. All in all. his "lost years" and the passing of time: disappointment. This was not a good way to end his birthday . abandoned the software and the manual and the whole “secret” idea. Paul sat down at the kitchen table with a final drink and the cards in front of him. he was experiencing the familiar mix of emotions that came to him whenever he thought about his unfulfilled goals. It was then that he did the scary calculation: he worked out how many years he had left to achieve his goals and then to enjoy the fruits of his success with his family and friends .
After some struggles. He bought many “systems” and signed up to many membership sites. for sure. His copywriting was OK (although could always be better). Once you have learned all you need to learn. He read everything he could lay his hands on (and that turned out to be a lot of material). the crowd which Kathy got into were never going to tell her that. If Kathy had understood the principles of being an Internet Professional. and he followed quite a few of them – sometimes for four or five months or even more. and got all your supporting resources in place …. he spent hours and hours watching videos. it takes everything that I listed above in the Manifesto.Desperate Quick-Fix Seeker. and acquired all the skills and experience. He could learn new systems quickly. He knew for sure that money could be made on the internet (not a ‘scam’ for sure) and knew many people who were doing very well. she would never have bought all those expensive upsells. and built all the systems. after six years. was within his grasp. even a small amount of php. However. he was hardly getting any income from the internet at all. But Paul wasn’t just a learner – he understood he needed to take action. A DQFS confuses the idea that “making money online is easy” with “you can make money online quickly”. and still keep his family in a reasonable life style. he’d discovered the internet! Here. was the route to wealth! At that time. what could he show for it? Certainly he’d made no progress towards achieving time freedom. Basic HTML. for sure. and when video became popular. he learned how to install scripts. Paul wondered where he was going wrong. was the answer to time freedom! Here. And very quickly he realised that he was quite capable of handling pretty much anything he came across on the internet. © 2009 Alex Goodall Page 9 of 24 . THEN it is easy to make money.so why did he have nothing to show for all that smartness and time (and money!) afer all those years? WHY? 2. But all that takes time and patience and the correct mind-set and…. and put into place all the processes. And yet. hard-working and had certainly put the hours in . In fact. He knew he was smart. well.3 What went wrong for Kathy and Paul? Kathy’s problem was that she was a DQFS . Paul was a sponge for new information and new ideas. So he did. Paul was in a position to be able to devote 2 days a week to his new “hobby”. in 2003.The Internet Professionals Guide Why You HAVE To Be A Professional To Succeed Online Then.
and… … it is no longer possible to make an income on the internet unless you take a professional approach. they easily get distracted by the next “system” that comes along…. The problem with Intelligent Hobbyist is exactly what the name suggests. But I was very wrong! After some time. if you had been online for longer than 6-9 months. they might even have been able to make a decent living online – eventually. The goal of turning all that learning into an income never becomes strong enough to make it a reality. inquistive and love learning – and that’s where they spend 90% of their time. and there are a lot more of them around than you would think. Are you a Kathy or a Paul? Can you relate to these scenarios? If you can.Intelligent Hobbyist. The thing is. in the past. and that no-one else could possibly be as hopeless as I was. PLEASE send them to this page: http://Netbiz-Insights. © 2009 Alex Goodall Page 10 of 24 . often repetitive work starts to replace it. But I’d been online for years and was earning $0 per month. both Kathy and Paul would almost certainly have made enough money to make their efforts and expenditure worthwhile – despite their unprofessional approaches. I discovered that most people were exactly like me – if they weren’t a Depserate Quick-Fix Seeker. you should be earning a very respectable full-time income by then. The line has been crossed. Also. learn about and then put into practice for a while. And so the cycle repeats itself. I was embarressed to tell people how long I had been online because – according to all the websites I visited. if you know anyone who is a potential Kathy or Paul. They are intelligent. In fact. Sure.com so they can get a copy of this Guide and understand the true picture. But not any more. But once the learning is over. Intelligent Hobbyists are an anomaly.The Internet Professionals Guide Why You HAVE To Be A Professional To Succeed Online Paul’s problem was that he was/is an IH . and the hard. they take action: they find a new “system” which they buy. I understand this type of person because I was one for many years! In fact. For their sake. For a long time I though I was a special case. then it’s essential for you to read this Guides carefully and adjust your strategy acordingly.
© 2009 Alex Goodall Page 11 of 24 . Preferably immediately. It’s a time when it’s all too easy to turn into a DQFS – Desperate Quick-Fix Seeker.I'm not suggesting you run your business professionally so that you can feel good about yourself. throwing up websites and making money pretty easily. People start to panic. some senior politicians in the UK were beginning to speak the unspeakable: they were saying that this is the worst recession the world has experienced in over 100 years.The Internet Professionals Guide Why You HAVE To Be A Professional To Succeed Online 3 We have crossed the threshold. At one point. But it was different. The FUD factor is a multiplier: it means that all the other factors are several times more potent. It’s almost like the final straw that pushed us across that threshold. I'm suggesting you run your business professionally because that is the only way you can make a living. pride in your work .. for a way out. How does that make you feel? This is a time when the FUD factor rises exponentially.1 Economic climate: the worst recession for over 100 years In a sense. 3. this factor should come last since it’s the most recent. Fear. To want to do something. Why professionalism is now essential to success Running your business professionally produces many rewards: satisfaction. In this section I’ll talk about some of the factors that have changed: why the “professionalism” threshold has now been crossed. monetization and conversion. Sure. And there are many stories of people. To act irrationally. This is all about the bottom line. Anything! To look for answers. Uncertainty.. The internet has been around long enough for there to be stories of “the old days”. a sense of being in control. Doubt. and now is now. for relief. But make no mistake . in those old days. Then was then. work was always involved and the basic principles always applied: traffic.
the recession is increasing that number dramatically.just the ability to follow a step-by. None of these off-the-shelf blueprints are a route to quick riches by amateurs. And THAT is why you have to take a professional approach. of course. Alternatively. The opportunities to make money online are almost limitless.step guide .2 Competition: the sheer number of people coming online to try and increase their income The number of people coming online each week and looking for ways to make an income is enormous – and of course. © 2009 Alex Goodall Page 12 of 24 . however. So competition in the Internet world is fierce indeed! But is it really? Need it be? In fact. Fewer people were applying them and the level of sophistication was much lower. the days of "easy money" are gone. Now that is no longer the case. Your imagination and creativity are the only barriers. professional. The problem is. that people new to online business opportunities get led into a relatively small range of business models and are told that they don't need imagination . 3. And so those "blueprints" get overloaded with too many people following them. At one time. They all require a business-like. this appears to be more of a problem than it needs to be. it may well have been possible to make relatively easy money with those blueprints. The truth is.a magic "blueprint to success".The Internet Professionals Guide Why You HAVE To Be A Professional To Succeed Online The antidote to FUD is. The professional eliminates fear by crafting a plan and taking action The professional minimises uncertainty by thinking and acting strategically. The professional removes doubt through the confidence that comes from simply doing the right things. a professional approach could mean looking outside those blueprints and separating yourself from the crowd using imagination and creativity. professionalism: adopting a professional mindset and mixing with other professionals. and learns to live with the uncertainty that remains. dedication in order to compete with the increasing number of people piling in to them.
Some other people make some easy money. the sequence of events goes something like this: • The Idea Arises o o o o o • A few people spot the opportunity for internet marketing and start using it. Sometimes they are more specific .they were new once!). take note. through the "easy money" stages and ending with maturity can be years or a few months.3 Fast-cycle maturity: shorter times to make "easy money" from new ideas The internet is forever changing and evolving.such as ClickBank. and “Getting Backlinks from Software Download Sites". For example: Sequential Autoresponders (yep . Web 2. a new Idea (a technology. Click Flipping. It gets systematized. and Social Bookmarking. depending on the size of the idea and the intensity with which it is promoted. a site. And sometimes they are 'niche' or very targeted: the sort of things you find in Warrior Special Offerings. and you can see this pattern over time. Think of any internet marketing strategy or tactic.The Internet Professionals Guide Why You HAVE To Be A Professional To Succeed Online 3. written up as a new "Blueprint" and sold. a system) comes along that makes internet marketers sit up. In very general terms.sometimes very big. The Idea Matures o o The level of sophistication / skill / expertise needed to make money goes up. a tool. "Promotion Using Twitter". But because there are more and more smart people out there spotting the new ideas. This maturity cycle . and the easy money stops. This is "fast-cycle maturity" © 2009 Alex Goodall Page 13 of 24 . Videos. And every so often.the time from when the idea was born. and consider how it can be transformed into an internet marketing strategy or tactic. Adwords.0. and the maturity stage is reached much sooner. Only the professionals continue to make significant money. exploiting them. the level of sophistication needed to make money with those ideas is quickly forced up. such as "Monetizing Stumbleupon". systematizing them and selling them. They make some easy money. Sometimes these ideas are big and general . Adense. More and more people pile in.
And THAT is why you have to take a professional approach. And if you can achieve a higher level of professionalism. Step 2: Find a product or service (or create a product or service) that satisfies that need/want perfectly.4 The myth of step-by-step: why skill. And talking of step-by-step guides. It doesn’t come much simpler than these 4 secret steps to success. combined with years of experience. judgement and mastery are key If you give an amateur or a novice the right instructions. comprehensive.The Internet Professionals Guide Why You HAVE To Be A Professional To Succeed Online The key point here is that the days of making "easy money" on the internet are pretty much over for the vast majority of people . "Just tell me what I need to do and I'll do it!" And the experts are always striving to create improved. Step 3: © 2009 Alex Goodall Page 14 of 24 . more detailed. better organized. The novice is always seeking that special. easy-to-follow step-bystep guide. Step 1: Find a need / want that a group of people have and for which they are willing to pay money to have it satisfied. shouldn't they? That would seem to be the assumption behind much of the guidance on internet marketing. more accessible guidance. 3. and that you can sell at a price which gives you a good profit and that the potential customers are willing to pay.except for increasingly short windows of opportunity. you are in luck! We’ve spent the last six months locked away in a secret hideout creating the simplest. If you follow this to the letter. But there's no blueprint for doing that! It's a competence that only comes from professionalism and creativity. you could be one of those smart people who spots the new ideas early and makes some easy money. most fool-proof formula for online success. they should be able to perform at the level of expert. So should we despair? Of course not! Money can still be made with any of these ideas – as a professional. we can guarantee that you will make money.
Assessing competition . Skill. Keep repeating step 4. Success requires skill.and this is very important . Design your website in such a way that people will buy the product or service when they visit it. such as . Step 4: Get the people with that need/want to visit your site. judgement and mastery can only be gained from experience.Selecting a niche ." © 2009 Alex Goodall Page 15 of 24 .no matter how hard we were to try. judgement and mastery. Now I can hear many people saying . .or in anything in life .. but you should never assume they can provide you with the route to success.Designing a product ."But I can outsource those tasks! I don't need to become expert in those things.The Internet Professionals Guide Why You HAVE To Be A Professional To Succeed Online Build a website. using cPanel. And for a true professional. But you may think that we cheated. from which people can buy that product or service. along with all the necessary infrastructure of payment processors etc..Copywriting and many others that are much less obvious. To be successful online . tasks for which no amount of step-by-step guidance will be of much help.). Then all you need to do is change out of your pyjamas every week or so to go and bank your checks! That example is supposed to demonstrate the foolishness of relying on step-bystep guidance for any significant task. Step-by-step guides can certainly help. non-administrative. These are tasks that require skill and judgement. there will always be a number of essential.. from practice. And we could make your life a lot easier and save you a lot of time by pointing to useful tools and resources and showing you step-by-step how to perform a whole host of administrative task (such as ftp. BUT .Keyword research . Of course we could. and that comes only to professionals who understand this and plan for how to acquire that mastery.requires a whole collection of skills and the ability to make a whole range of different types of judgement. it requires mastery. and all we need to do is add in more detail. simple HTML etc.
having got rid of a whole collection skills that you don't need to learn. However. Of course you can. that is exactly the right thing to do.and for some personalities. you've created a whole new set: finding suitable outsourcers. negotiation etc.The Internet Professionals Guide Why You HAVE To Be A Professional To Succeed Online Fine. writing requirements/specifications. But you just changed the business model . judgement and mastery in one form or another. © 2009 Alex Goodall Page 16 of 24 . And THAT is why you have to take a professional approach. You simply cannot escape the fact that success requires skill. people management.
What that section was saying is “there is no longer an alternative to being a professional”. the promoters of online businesses exploit that fact mercilessly. Another way to think about it is this: there are two worlds existing side by side. One reaction to this is to rant and rave at the promoters of online businesses.The Internet Professionals Guide Why You HAVE To Be A Professional To Succeed Online 4 Benefits of being a Professional In the previous section I explained why it is no longer possible for you to approach the internet as an amateur if you want to make a living from it. and so effectively. "Don't do that to me! I don't like it! It isn't fair!" A much better reaction is to take responsibility for one's own responses to these "irresistible enticements". to chastise them and question their ethics. But that isn't a very professional reaction because it turns people into victims. and your work is done for the day. that people get suckered into believing that this is possible . psychological levels. Anyone with half a mind to making money online gets enticed by the dream of making money in their pyjamas. quite naturally. intelligent and sceptical people get taken in. Even the most sane. And. seeking out regular interactions with other professionals. Quite unashamedly. What I call the "pyjama lifestyle" syndrome. Ironically. rational. whilst wearing your pyjamas). these promoters are themselves true professionals: they do their job so well. That is much harder than it seems. by resolutely adopting the mindset of a professional.1 Being Professional means . distraction and short-termism of much of IM We are all looking for easy solutions. because we are being affected at deep.even subconsciously. That is basic human nature. This section covers some of the benefits of being professional. many promoters of online businesses imply . Kathy was an extreme victim of that. Nevertheless. The path of quickest return for least effort. it is possible to create a defence against these hard-to-resist offers. and equally importantly. And it's even harder when so many people are becoming desperate for ways to create an income in this worst recession for over 100 years.you are unaffected by the deception. though.because they want to believe it. © 2009 Alex Goodall Page 17 of 24 . 4.and sometimes explicitly state .that all you need to do is press one button (optionally.
Here. the people who paint the dream world for us don't live in that world. engineers and so on. Such professionals know to the penny how much their time is worth . 11:24 .every six-minute period.2 Being Professional means . It's not unusual for such people to keep time records in which they have to account for what they are doing ten times per hour .and rely on the fact that most of their audience live in the other world. we're talking about doctors. No effort. The world painted for us in the sales letters of the online business promoters. Interestingly. Started Part 2. 11:12 . © 2009 Alex Goodall Page 18 of 24 . I'm not saying that the pyjama lifestyle is a total myth. Anyone can do it. Still confused. Easy money. so I gave up. as I mentioned above. In summary: A benefit of being a Professional is that you are unaffected by the deception. but it was a bit complicated. the term "professional" was reserved for people who were highly skilled in some academic discipline and who sold their services to clients normally by charging for their time. They live in the world of the professionals .11:29 As above.11:35 Tried to sign up for his affiliate program. By the way. distraction and short-termism of much of internet marketing. architects. And then there is the dream world. How much an hour is worth. How often would you see entries like this on an internet professional's timesheet? 11:00 .11:17 Watched Part 1 of an interesting video about some guy who says he's making $15.and will charge you down to the minute. Originally.you get more done in less time A professional knows the value of their time. 4. lawyers. How much a day is worth. and Part 3. Drank coffee while starting up laptop.The Internet Professionals Guide Why You HAVE To Be A Professional To Succeed Online There is the world of the professional.11:05 11:06 . Still not really sure what it's all about.11:11 Made coffee. The real world of effort and imagination and creativity and collaboration: the real things it takes to succeed. 11:30 .11:23 As above.324 per week. It is achievable . 11:18 .but only after many years of highly disciplined work as a professional. including having clear goals and outcomes. but registered to get earlybird notification of his launch.
) So having a reputation in the area related to your business is not always important. with whom is it important to have a good reputation. © 2009 Alex Goodall Page 19 of 24 . 11:54 . thinking about scrapping them. then your reputation in any of those niches is not going to be an issue.they don't seem to gel.The Internet Professionals Guide Why You HAVE To Be A Professional To Succeed Online 11:36 . if your business model is to create three sites per week within different niches selling plr eBooks. which is reputation and respect as an internet marketer. If your business model means you operate in one or more specific niches . Accepted Facebook Friend Request from my cousin in New Zealand. it would be great if you could have a justifiable reputation for every niche. On the other hand. but that is never going to happen. 11:48 . isn't it? Let's break it down a little and see. In summary: A benefit of being a Professional is that you get more done. 4. there is another dimension to this. let's consider whose respect is important. because you will know how many dollars you're losing for every six minutes that you go off course. First.12:05 Searching for wallet .need to go out and buy a sandwich If you're a professional. you'll organize your time and your environment in a way that suits you and the nature of your work. However.11:47 yesterday. Is that always important. respect and reputation for your knowledge in that area is critical.people respect you and your reputation grows To say that respect and reputation are important in business is a truism. 11:42 . in less time.11:53 Hunting for the draft e-mail broadcast message I was working on Revised the e-mail broadcast message.and you have a membership site on that subject where you are attracting people to learn from you. or are there circumstances where it doesn't 'matter. then without any doubt.11:41 Checked emails.11:59 Looked at all the earlier messages . (More accurately. 12:00 .such as silver jewellery . It's obvious.3 Being Professional means .
4 Being Professional means – you make better decisions because you are driven by strategy. even if you work in total isolation right now. In summary: A benefit of being a Professional is that people respect you and your reputation grows. sooner or later (preferably sooner). but that's something else entirely. you will start working with other people. . If someone refers to you as "a real professional".no matter what your business model is. And the quality and calibre of the people who you interact with will be determined to a very large degree by your reputation and the respect people have for you. Humans are inherently social creatures. The amateur listens to what other people are saying. The reason that it always matters is that. But if you come across as an amateur. Building a positive reputation in the internet marketing world. no matter what. Without human interactions we whither: our best results always arise out of the interplay between multiple minds. So we've established that. These may be members of a mastermind group that you join. One way of distinguishing between a professional and an amateur is this: o o An amateur is driven by dogma. you won't gain that all-important respect. or your partners or your employees. Respect/reputation and professionalism go hand in hand.The Internet Professionals Guide Why You HAVE To Be A Professional To Succeed Online The answer is: it does matter. watches what other people are doing. that is without doubt a statement of respect. But what is the key to doing this? You guessed it: professionalism. So the amateur focuses on building a list. Lots of people may like you. 4. and gain respect from other internet marketers. not dogma. A professional is driven by strategy... and follows suit. Or all three. no matter how enthusiastic or jolly or sociable or well-meaning or friendly. and that is essential for your success in working with people. it is hugely important to build a positive reputation as an internet marketer. © 2009 Alex Goodall Page 20 of 24 . Dogma says: “The key to success is to have a list”. and gaining the respect of other internet marketers always matters . Dogma says: “Always provide the best possible customer service”.
The Internet Professionals Guide Why You HAVE To Be A Professional To Succeed Online So the amateur plans on offering the best possible customer service from the beginning.their strategy. on the other hand. your personal time is so important that you may sometimes have to sacrifice the quality of your customer support until you've created enough momentum to be able to start outsourcing some of your activities. Most people fall into this trap. their big picture – and decides on what to do based on that – not on dogma. An amateur. Let’s look at the dogma that one should “Always provide the best possible customer service “. The reason for doing so would be when the customer's needs jeopardise the strategy. though. consider the views of two people whom I regard as consummate professionals: Rich Schefren and Tim Ferris. Not because everyone says it’s a good thing to do. After all. whilst recognising the exceptional importance of the customer. Here is an example to illustrate the point. and I am as guilty as anyone. (Note that he only argues for this © 2009 Alex Goodall Page 21 of 24 . puts great emphasis on providing exceptional customer support. knows when to discard the dogma and put the customer second. isn’t it? Not always. If you feel this idea is close to blasphemous. Both of these highly successful individuals put business strategy before customer satisfaction Rich suggests that in the early days of an internet marketing business. that approach is not the best decision. Does this mean that the professional doesn’t build a list? Or doesn’t provide the best possible customer service? Or doesn’t participate on social networks? Of course not – but they do it because it fits into their strategy and contributes to a definite plan. Sometimes. (If you've not heard of either of these people . So the amateur gets active on social networks. is that a professional will decide against following the dogma when it does not fit in with their strategy/plan. that is the obvious thing to do. By the way – a plan which says “Build a big list” is not a plan! Even more important. Dogma says: “You have to be active on social networks to build your reputation”. The professional. or even last.go Google them when you've finished reading this). usually with the best intentions of trying to be professional. The professional looks at the context . Always putting the customer first and responding as quickly as possible to their needs.
not dogma. but it goes further than that. long-term success is a direct result of the fact that a professional makes better decisions by being driven by strategy. 4. Do this when you are established and your reputation – and hence your professionalism – will take a serious dive). Behind the strategy. And Tim simply applied the 80/20 rule and "sacked" those customers (actually.and medium-term considerations. The hierarchy is like this: (1) Vision/Purpose (2) Strategy/Plan (3) Actions/Behaviours (4) Outcomes/Results As a professional. not shortlived Achieving stable. you are aware of all levels in this hierarchy at all times (or at least you try to be: it isn’t easy). and it is the vision/purpose that defines what success means to the professional in the longterm.not short-lived. the professional also has a Vision or a Purpose. The focus on vision/purpose means that. you attach the right degree of importance to the long term. In summary: A benefit of being a Professional is that your success is stable . In summary: A benefit of being a Professional is that you make better decisions because you are driven by strategy. as a professional. distributors) who needed too much support in comparison with their sales.The Internet Professionals Guide Why You HAVE To Be A Professional To Succeed Online in the early days of a business.5 Being Professional means . alongside short.your success is stable. © 2009 Alex Goodall Page 22 of 24 . That isn’t to say that everything has to be directed to the long term (that would be an example of dogma) – but it does mean that. you always have an eye on the long-term.
And in particular.. I find this a very inspiring concept.. but very profound idea: Living life professionally What's the alternative? Who wants to live life amateurishly? What I've done in this document is attempt to take that very general idea and apply it specifically to internet marketing. you will have achieved something wonderful indeed! © 2009 Alex Goodall Page 23 of 24 .The Internet Professionals Guide Why You HAVE To Be A Professional To Succeed Online 5 "I'm not a Professional because I'm a newbie" Well. But there's nothing to stop you from taking a professional approach to everything you do. If you are relatively new to internet marketing. That point leads me to the final idea I want to introduce to you.starts with striving to live life professionally. You can earn respect and start building a reputation based on the professionalism of your journey. yes and no. And if you can truly live life professionally. it's true that you can't properly be regarded as an Internet Professional because that requires both professionalism and experience.with all the benefits you get .. Personally. It is just three words that summarise a simple. and I hope you do too. there is nothing to stop you taking a professional approach in your efforts to become an Internet Professional. And that means that the goal of being an Internet Professional .
editor of a high-quality technology newsletter. online learning and community building Studying and applying developmental models of organizational and personal change Integral philosophy 7 Contact http://OxfordAndBoston.com/Support If you agree with the ideas in this Guide. online community builder. my low-cost Internet Professionals Mentoring Program could help you overcome the barriers to getting your business underway. technical director/trouble shooter hired by investors. or to improving it. project manager. consultant to multi-national companies.The Internet Professionals Guide Why You HAVE To Be A Professional To Succeed Online 6 Bio Alex Goodall Alex has played many roles in his long career. including entrepreneur (founded and ran a 22-person software company with distributors in 8 countries). He has successful online businesses specialising in tools for information management for internet marketers and Twitter for business Alex’s approach to life and business are informed by: • • • His 25+ years experience in the field of knowledge management. © 2009 Alex Goodall Page 24 of 24 .