sheet1
Point Zero
  Business Models
    Physical Goods
    Publishing
    Community
    Leads
    Traffic
    Advertising space
    Services
  Resources
    Skills
      Existing
      To learn
        Required
        Useful
        Advanced
      To hire
        Required
        Useful
        Advanced
    Assets
      Existing
      To acquire
        Required
        Useful
        Advanced
  Choose a market
    Demand research
      Research types
        Keyword demand
        Active advertisers
        Sites and publications on the topic
        Products already in the market
      Are people spending money on this?
        How much?
        How often?
        On what related products?
      Where are they?
      Can you reach them?
        How many?
        What's the cost?
        What are the break-even points?
        Is it a scalable market?
      Through what channels?
        See traffic sources in PLANTS Factors section
    Define your perfect prospect
      Who wants what you're offering?
        How old are they?
        What's their income?
        What do they share in common?
        What do they do online?
      How badly do they want it?
        Will they spend money on it?
        Will they invest time on it?
        Are they already looking for it?
        Is it a logical follow-up to something else they use?
      What will they get from your offer?
        Money?
          Reduce debt
          Increase security
          Build wealth
          Acquire assets
        Power?
          Health
          Physical strength
          Social influence
        Romance?
          Companionship
          Dating
          Sex
          Love
          Marriage
        Image?
          Self-esteem
          Social prestige
          Respect of friends and family
          Professional standing
      Why is each important to them?
  Product Creation
    Choose topic
      Solution
        Prevent a problem
          Cure a pain
          Avoid a loss
        Provide a pleasure
          Improve social activities
          Enhance prestige
          More confidence
          Better sense of physical well-being
          Increase available time
          Teach a skill
      Entertainment
        Music
        Literature
        Humor
        Gossip
        Other?
    Write the sales copy first
      List all possible benefits
      List features needed to provide them
      Flesh out the advantages in the copy
      What else can you add to sweeten the offer?
      Make it a no-brainer
      Define the guarantee
      Call to action
      Craft a headline that sums up the most powerful benefit(s)
    Choose format
      Print
        Plain text
        HTML
        PDF
        Kindle or other ebook reader format
        Hard copy
      Video
        Digital, hard copy, or both?
      Audio
        Digital, hard copy, or both?
      Software
        Desktop : What OS?
      Other
        Graphics
        Mindmap
        Template
        Office formats
          Database
          Spreadhseet
          Slide presentation
    Outline product
      Main element
      Modules and secondary elements
      Advertised bonuses
      Unadvertised bonuses
      "Stick" bonuses
        Delivered over time, to increase customer retention and satisfaction
    Increase THUD factor
      Add perceived value
        Connect benefits to other areas
        Focus on "ultimate benefits"
        Offer credible, real-life examples
        Be believable
        Be specific
        Focus on the solution
          Quick
          Easy
          Simple
          ... Or comprehensive
      Add real value
        Quick-start guide
        Relevant software
        Proprietary data
        Related bundled services
        Expanded info on complementary techniques
        Audio files to add depth
        Video, for appropriate topics
        Screensavers
        Worksheets
        Checklists
        Phone or email consultation
        Exclusive follow-up info
        Free subscriptions
        Case studies
        Process tracking diary
        Sample texts, scripts, and/or ads
        Templates
        Mindmaps
        Free or discounted updates
        Spreadsheets
        Resource lists
        Membership site access
        "Rolodex"
        Reviews of related products
        Discounts on related products
        Interactive tutorials or self-assessments
        Hard-copy material delivered separately
      Deliver measurable results
    Complete product
      Get feedback
      Refine based on feedback
      Match existing sales copy to final product
      Or write sales copy, if you didn't do it first
      Start selling
  Site Development
    Select type
      Static site
      Blog
      Forum
      Membership
      Directory
      Social network
    Set the tone
      What perception do you want to create?
      Match to your perfect prospect
      How can you improve on the competition?
      Stand out from the crowd
    Basic set-up
      Choose an appropriate name
      Register domain
      Get hosting
      Install necessary software and components
      Consider security issues
    Design
      Do it yourself
        Original design
        Standard template
        Modified template
      Hire a designer
    Content
      Sales copy
      Instructional info
        Self-created
        Outsourced
        User-generated
        Regular contributors
        Licensed
      Entertainment
        Self-created
        Outsourced
        User-generated
        Regular contributors
        Licensed
      News and editorial
        Self-created
        Outsourced
        User-generated
        Regular contributors
        Licensed
    Update strategy
      Static - no updates
      Periodic updates
        How much?
        How often?
        Narrow or branching topics?
      Additional offers
        See product section
  Traffic strategy
    Repeat visitors
      Subscribers
      Members
      Active commenters
      "Sticky" content format
    Streams of new one-time visitors
      Paid traffic
      Free traffic
      Organic search results (SEO)
        Linking
        On page optimization
        Site structure
        Keyword theming
        Content relevance and authority
        Frequency of updates
  Conversion
    Process
      Traffic generation
      Call to action
        Decision: No
          No additional action
          Exit pop
            Downsell
            Free offer leading back to sales funnel
            Survey
        Decision: Yes
          Success page
            Simple delivery of product
            Upsell
            One-time offer
            Delivery with additional recommendations
          Follow-up
            Unadvertised bonuses
            Subscription content (if appropriate)
            Back-end offers
            Case studies
            Requests for feedback
            System for getting testimonials
    Improvement
      Measure and establish a baseline
      Test variations
        Traffic sources
        Lead generation systems
        The offer
          The most important factor in selling
        Sales copy
          Pre-selling copy
          Headlines
          Salutation
          Bullet lists
          Guarantees
          Calls to action
          Order buttons
          Graphic layouts
          Transitional phrases and sub-heads
        Bonuses
        Affiliate tools
          Pre-written emails
          Ads in classifieds format
          Custom bonuses
          Conference call/teleseminar access
          Live or pre-recorded webinars
          Free giveaway content
            Videos
            Reports
            Case studies
            Tools
          Graphic banners
          Articles
          Keyword lists
      Add components to the process
      Keep testing and improving
  Customer Engagement
    Speak to their desires
    After sale contact
      Deliver results
      Give unexpected value
        Unadvertised bonuses
        Help them use the product
        Encourage their efforts
        Collect and distribute case studies
      Regular useful content
      Additional relevant offers
        Planned upgrade path(s)
      Listen to feedback
      Provide regular updates
      Get testimonials
      Offer a way for them to network with each other
      Solid customer service and product support
    Channels for contact
      Blog
      Forum
      Email discussion list
      Direct email
      Chat access
      Skype
      Phone
      Help desk system
  PLANTS Factors
    Product
      Commercial inventory
        Physical goods
        Digital texts
          Electronic books, manuals and reports
            PDF format, direct sale
            PDF, sell through affiliate networks
            PDF, sell through digital bookstores
            Format for e-readers: Kindle, Nook, etc
            Sell rights to distributors
          Paid email subscriptions
          Timed-release blog content
            Single level course
            Course with included upsell
            Continuity system
          Course materials for teaching by client
        Audio/Video Products
          Audio
            Lecture format
            Classic Interview
            Group brainstorm
            Roundtable
            Entertainment
              Comedy
              AudioBook
              Music
              Editorial commentary
            Loops for intro/extro
            Sound samples
          Video instruction
            "Talking head"
            Interviews
              Live - same place
              Split-screen
              Audio over Powerpoint slides
            Screen capture
            Live demonstration
          Recorded webinars
          Powerpoint presentations
            As videos
            Editable by customer
          Process maps
        Software
          Desktop
          Server-based
            General programs
              Forum scripts
              Database manipulation
              Backup systems
              Email delivery
              Tracking scripts
              Feedback forms
              Etc...
            Wordpress plug-ins
            Forum add-ons
            Visitor services
              Graphic manipulation
              Social site scripts
              Tell-a-friend
              Software as a service
                Hosted autoresponders
                Hosted tracking systems
                Affiliate network
                Paid backup system
                Banner ad network
            OS modifications
          Smartphone apps
        Graphic elements
          Template graphics
            Banners
            Header and footer combos
            eCovers
            Bullets
            Order buttons
            Complete sets
          Photoshop action scripts
          Wordpress themes
          Site templates
          Email templates
          Opt-in forms
          Testimonial templates
          Video frames
        Completed sites
        Classes
          Various media - see text and audio-video
        Membership content
          Various media - see text and audio-video
      Introductory content
        Your own web site content
        Distributed articles
        Newsletter subscription
        Free reports
        Intro audio/video
        Blog content
          Posts on your blog
          Guest posting
          In-depth comments on other blogs
          RSS feed
        Software
          Demo versions
            Time-limited
            Feature-limited
            Ad-supported
          Basic versions
          Wordpress plug-ins
          Free utilities
        Free themes and templates
        Anything you give away free to introduce yourself
      Marketing materials
        Completed sales copy
          Direct sales letters
          Text based classified ads
          Tested sig file(s)
            Forums
            Direct emails
            Posts to lists
          Adsense-style copy
          Pre-sell pieces
            Affiliate samples
            Teaser articles
            Advertorials
            Blog posts
        Graphic elements
          Banners
            Click here for list of standard sizes
          Videos
            Straight sales
            Content demo
            Testimonials
          Flash ads
          Sales page elements
            Headers
            Footers
            Personal photo
            Order buttons
            Background
            Bullet point graphics
            Testimonial boxes
            Guarantee seal
            Product covers
              Book
              Box
              Disks
            Scribbles
          Logos
            Company
            Product
            Site-specific
              Blog header(s)
              Newsletter masthead
              Membership seal
              Mini-site sets
            Awards
        Recruitment materials
          Affiliate program
            Convert customers to affiliates
            For affiliate directories
            For personal contact
            For affiliate merchants
          Joint venture letters
          Link exchange systems
        Lead generation systems
          Subscription page
          Free giveaway offer
          Free trial/Demo offer
      Saleable ad space
        Text ads
          Contextual ad networks (Adsense, Chitika, etc)
          Affiliate ad rotator
          Classifieds
          Text banners
          Author's credits for articles
          Footer ads
          Sidebar
        Banners
          Header
          Sidebar
          Surrounded by content
          Blog widget
          Footer
        Links
          In content
          Blogroll
          Scrolling "Ticker"
          Recommended resources
          "Friends of" page
        Pops
          Pop-ups
          Pop-unders
          Slide-ins
          Corner "peel-aways"
      Directable traffic
    Links
      Natural (Linked to by others)
        Personal referrals
        Public posts
          Forums
          Blog posts
          Blogrolls
        Reviews
        Resource lists
        Articles
        Social networking
          Twitter
            Tweets
            Retweets
            Follow lists
          Facebook
            Wall posts
            Fan pages
            Friend links
        Email broadcasts
        Affiliates
      Self-Created
        Internal
          Across your own sites
            Self-hosted
              Web sites
                Within content
                Included ads
                Header, footer, etc
                From admin/legal pages
                Catalogue pages
                  To and from product descriptions
                Affiliate pages
              Blogs
                Resource lists
                Blogroll(s)
                Within posts
                Ad space
              Within products
            "Your" sites on other people's properties
              Guest sections
                Multi-user blogs (WTMU)
                Regular guest column
                Forum expert section
              Blogger
              Squidoo
              Etc...
          Within email series
            Newsletter issues
            eCourses
        External
          Organic search results
          Forums
            Profiles
            Signature files
            Paid ads
          Social networking sites
            Profiles
            Posts
            Fan pages
            Tweets
          Social media sites
            YouTube channel
            Review sites
            Google news sites
              As the owner
              As a contributor
              Through a contributor
            Amazon reviews
            Answer pages
              Yahoo Answers
              Squidoo
              Hubpages
              eHow
          Within email series
            Resource lists
            eCourses
          Thank you pages
            Product download pages
            Subscription success pages
              Single publication
              Cross-promotion network
                Closed private group
                Public network - rotated
                Public network - paid
                Structured partnership
              Affiliates
                From affiliates
                Among affiliates
              Paid ad - list host
            Feedback forms
          Directories
            Ebook directories
            Software directories
            Article directories
            Affiliate program listings
            Newsletter directories
            Company listings
          Media
            Press releases
            Submitted articles
            Interviews
            "Expert" content
    Audience
      Email subscribers
        Newsletter
        Announcement list
        E-courses
      RSS feed subscribers
        Individual subscribers
        Feed aggregators
        Feed republishers
      Blog visitors
        Public posts
        Email to registered users
        Private membership section
        RSS feed (See separate section)
      Forum visitors
        Posted announcements
        Broadcast private messages
        Posted ads
        Email to members
        Special news section
      Site members
      Social networking site connections
        Local networking sites
        LinkedIn
          Connections
          Groups you run
        Facebook
          Friends
          Groups
          Fan pages
        Twitter
          Followers
          Lists that follow you
        Niche networks
        Your own private network
      Email discussion list
      YouTube channel
      Podcasts
        iTunes
        Self-hosted/Blogged
        BlogSpotRadio
      Teleconferences
        Live
        Recorded sessions
      Special content distribution
        Guest blogging
        Individual article publishers
        Interviewers
        Publishing partners
    Network
      Customers
      Active affiliates
      Site members
        Your own site(s)
        Site(s) you've joined
      Mastermind group
      Partner(s)
      Employees
      Trusted advisors
        Associates
        Consultants
        Mentors
      Merchants with related offerings
        As affiliates
        Product co-creation
        Cross-promotion
        First-tier affiliate recruiting
      Service providers
        Online
          ISP
          Web host
          Web designer
          Graphic artist
          Web site maintenance/updating
          Technical staff
          Virtual assistant
            Could fill a number of these roles
          Content creators
          Copywriters
          Customer service staff
          Affiliate networks
          Affiliate merchants
          Autoresponder service/List host
        Offline
          Professional
            Legal
            Accounting
            Banking
            Investments
            Real estate
          Technical
            Computer repair
            Programmer
            Graphic designer
            Printer
          Personal
            Doctor
            Dentist
            Realtor
            Plumber
            Hair dresser
            Etc...
      Content suppliers
      Broadcast partners
    Traffic
      Online
        Free
          Article distribution
            External directories
            Private publisher list
              Guest blogging
              Other email publishers
              Other site owners
            Allow your subscribers to re-publish
            Affiliate tools section
              Plain text versions
              HTML versions
              Blog formatted versions
            For other people's affiliate programs
              Generic - Their links in the copy, your list in the credits
              Customized for each program
              For 2-tier programs
            Article library on your site
              Plain text versions
              HTML versions
              Blog formatted versions
            Print publications
              Local newspapers
              Niche magazines
                Customized versions for different niches
              Trade journals
          Article publishing
            Your list
            Blog
            Site
            Lenses, hubpages, etc
          Blog(s)
            RSS feeds
              Direct subscribers
              Feed aggregators
              Posts republished on other blogs
            Announce posts
              Blog list
              Email subscribers
              Social networking sites
              Signature file(s)
            Trackbacks
            Pinging
          Email
            Mailings to your subscribers
              Very important people
                Build the list
            Ad swaps
              Product promos
              Subscription recommendations
              Swap classified/sponsor ads
            Cross-promotions in follow-up series
          Success pages
            "Another list you might find useful"
            Product recommendation after subscription
              Internal
              Affiliate
              Part of trade
            Subscription recommendation after sale
              Internal
              Affiliate
              Part of trade
            One-time offer (related product)
            New subscriber discount
          Viral gimmicks
            Graphics
              Cute/funny
              Controversial
              Sarcastic
            Controversial surveys
            Celebrity gags
            Awards program
            Original humor
            Trend-driven products
            Self-assessment quizzes
          Discussion
            Forum postings
            Commenting on blogs
            Email discussion lists
            Your own forum
          Miscellaneous
            Press releases
            Software
              Smartphone apps
              Banners in freeware
              Niche toolbars
            Free classifieds sites
            Surveys
              Viral spread
              Sign up to find out results
              Members/subscribers only
            Announcement sites and lists
          Regular repeat visitors
            Very important people
              Give them a reason to keep coming back
        Paid
          Affiliate program
            Self-hosted
            Affiliate network
          Ad networks
            Pay per click
              AdWords
              Yahoo Search Marketing
              Microsoft adCenter
              Facebook
              Chitika
            Banners
              @dVenture
              Burst Media
              DoubleClick
              ValueClick
            Pop-ups
            Pay per view/Cost per view (PPV/CPV)
            Cost per action (CPA)
          Classified ads
          Niche site "member specials"
          Email ads
            In newsletters
              Sponsorships
              Solo ads
              Classifieds
      Offline
        Physical promotional products
          Business cards
          Gag cards
            "Get out of hell free"
          T-shirts
          Mugs
          ID-it Plates
        Newspapers
          Articles
          Press releases
          Space ads
          Interviews
        Niche magazines
          See options for newspapers
        Coupon and flyer inserts
        QR codes on printed material
        Broadcast media
          Radio
            Interviews
            Host your own show
          Cable TV
            Commercials
            Infomercials
    Sales
      Introductions
        Free subscription
        Free download
        Click through to sales page
      Initial purchase
      Upsells, downsells and cross-sells
      Back end orders
        Related products
          Your own
          Partner products
          Co-promotions
          Affiliate offers
        Upgrades
          Add-ons
          Advanced versions
          "Next step" offers
        Personal coaching
        Ongoing classes
        Virtual seminars
          Live Q&A
          Interview sessions
          Webinars
          Streaming live video
          Serial video classes
        Live conferences
        Mastermind/"Inner Circle" groups
      Continuity products
        Memberships
        Subscriptions
        Service contracts
  Inventory
    Goals
    Skills
    Interests
    Resources
  Included Reports
    Need to Know
    The Goal-Getting System
    Why Johnny Can't Sell
    Million Dollar Copy
    The Voice Report
  Email the author