How To Market a Product Online: The Ultimate Guide

by Justin

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Now I could be wrong but I believe you have a dream… Traveling, working from home, not worrying about bills anymore, maybe even buying some luxury things.

Florida Keys 2010

My dream happened while out working on a construction site. It was to never sweat for a living again and to work from home doing something sitting down.

Not rearranging cinder block piles so the foreman can park his car in the shade!

I wanted to be able to do anything I wanted to do on any day I wanted to do it.  I wanted to be in charge of my own life instead of feeling like someone or something was the “boss” of my decisions.

Thanks to what I’m about to teach you my dream has come true. I should also add that Travis Sago has been a huge influence to me and a large part of my success.

I’ve sold over $324,000 of my own infoproducts, I work from home, and I’ve taken month long vacations… But you can bet your ass that I have hard days too.

I’m far from perfect!

This year because of a really risky decision I lost my whole business. Not like my website got hacked, but like zero income and no products! Not to mention having made over 40 websites and only 7 of them becoming $10k+ successes

So I know exactly what it’s like to be starting from square one trying to climb your way up…

First 90 Days of a New Site Started Sept 2010

I also know what it feels like 90 days later to be sitting back on top (above).

What you read below is what I do to market products online. It’s also a reminder for myself for those days I find myself lost among the madness in this industry.

This is how I made my dream come true and it’s how you can make your dreams come true too – IF – you have a dream.

Forget What You Know About Niche Research

The standard Internet marketing ebooks tell you that the first step is niche research. Their methods instruct you to plug-in some keyword tool and find x amount of searches for some obscure topic.

Sure, some people want to know how to make a parrot talk and number of searches kind of show you “demand” for a niche. However, what that doesn’t show you is the emotions or problems those people have.

It also doesn’t show you if anyone is making money in that market (you want to make money right?).

Instead of using some tool that scrapes cold data you need to activate your brain. It will be the best tool you ever use in marketing your product.

Now some people might be thinking “but I’m not smart” or “I’m not a good marketer though.”

  1. Stop the self defeating thoughts right now… We haven’t even tried to do anything yet!
  2. It’s not about being smart or a good marketer

All you have to think about is what emotions or problems do human beings have…

  • Greed
  • Envy
  • Embarassment
  • Pain
  • Love
  • Lonesome
  • Hope

Now what problems might cause these emotions?

  • Loss of a job
  • Yeast Infection
  • Divorce
  • Obesity
  • No girlfriend

Now you are getting into the roots of human desire aka the reasons why people do things.

It’s “problems” that cause people to type keywords into Google and emotions cause them to click the buy button. If you’ve ever felt like the “gurus” were holding back some secret from you this is it (the ones that actually know their ass from a hole in the ground).

According to the “tools” I should make a product about “How to Tie a Tie” but that is not an emotionally pressing problem. Which is why people don’t make money teaching people how to tie a tie.

The more pressing the problem is the more sales you will make. You want to look for a situation where a group of people have a problem so prevalent in their lives that it’s like a playing card in a bicycle tire constantly stressing them out.

Then you need to walk a few days in their shoes. Get to know who the people are behind this problem.

  • What’s their age group?
  • What their gender?
  • Why do they have this problem?
  • Why do they want to solve it?
  • What is their life like?
  • What do they wish their life was like?

What Does Any Of This Have To Do With Marketing?

You might be thinking, “I just want to know how to get more website visitors” but that’s the last step – and the easy part. Hang in there with me, there’s a method to my madness ;-)

Once you have chosen a group of people with a common pressing problem in their lives it’s time to help them solve it. Do this right and you won’t be a “marketer” or a “salesman” you’ll be their hero, literally.

Before we talk about solving their problem let’s talk a minute about answering those last couple questions and “walking in their shoes.”

Obviously, I don’t mean actually walking in their shoes. What I mean is taking a few days to talk to or listen to what your market (group of people with a common pressing problem) is saying.

Facebook, Twitter, Blogs, Forums, Product Reviews… All of these places are places where people with similar problems are talking. Take a few nights to spend a few hours reading what they talk about.

  • Is there a common thread to their conversations? Something that comes up over and over?
  • Is their a “most active thread” or “most popular blog post?” Why is it getting so much attention?
  • Who is the person talking? Can you figure out about how old they are? Male or female?
  • What is the tone of the conversation? Can you pick out what emotion they might be feeling?

Take detailed notes on what you see. There’s no better sales message than the actual words coming out of your markets own mouths. Try to create a profile of the person behind the words.

Now you know who you are talking to, what their problem is, and why they want it solved. The rest is all downhill!

Time To Become a Hero In Your Market

Personally, I like to create products but some people would rather just be an affiliate. Both methods are fine, either create the solution to your markets problem or point them to someone else who is already solving their problems.

If you want to talk more about why I like creating products instead of being an affiliate leave a comment and we can talk about it. The process that takes place next is the same for product creators and affiliates so I’m moving on…

It’s time to create a website… “OMG I DON’T KNOW HOW TO CREATE A WEBSITE”

Years ago that used to be a legitimate concern but today’s technology makes creating a website easier than ever. Sites like Weebly.com or Blogger.com or Tumblr.com are easier than using Facebook.

If you still have a tough time then hire an overseas freelancer or checkout Fiverr.com because these people will create a website for you at embarrassingly low prices. You just need to know how to tell them what you want on the website.

Fancy graphics are nice if you can afford them, but no graphics at all is better than mediocre graphics. I’ve sold tens of thousands of dollars worth of product using web pages with zero graphics… Just nicely formatted text (heck look at my blog!).

First thing you want your website to do is generate interest and get people to give you their name and email address.

You can do that by either forcing them to give you their name and email to get a piece of information they want (squeeze page) or give them the information they want and then tell them you have more if they give you their name and email address (reverse squeeze page).

Now you have a relationship with these people and you can follow up with them (oh yeah you’ll need something like Aweber to create the name and email form plus auto follow up emails).

In your follow up emails you should talk to them about their problem and that you know how they feel… AND… You have a way that they can solve it.

Example Follow Up Email:

Hey [Name],

You know I talk with a lot of middle age women
and the one thing they keep having a problem with
regarding weight loss is [insert your research here].

Do you ever have a problem with that?

If so here’s what some women have tried that didn’t
work… [insert your research here]

Of all the women I talk to though most of them swear
by this method [insert research here].

Literally, more women have said that works better
than anything else because it does [research here].

If you feel like [research here] then you should take
a look at this [PRODUCT]. It teaches the same method
most of the women I talk to swear by.

Here’s what actual women like you have said about it…

[testimonials, quotes, reviews]

Check it out here and then email me back and let me
know what you think about it. [FEEDBACK IS GREAT!]

Your Friend,
Justin Brooke

If you have done your research (walking in their shoes) right then they will feel like you really know what you are talking about.

If you have done a really good job they might even feel like you are reading their mind. All because you spent time listening them talk about their problems first (research).

They will have so much trust in you that they’ll gladly buy your solution.

Plus, since you chose a market with such a pressing problem they’ll be ready to try anything anyway. But please use this power for good moral ethical marketing. In the wrong hands this information could rip off thousands of people.

You Don’t Have a Product, That’s No Problem!

Creating a product doesn’t have to be hard. Infact I hold it in my belief that anyone any where can create a hot selling infoproduct in 30 minutes or less. Don’t know how? Then listen to this free audio course called “30 Minute Info Products.”

Below you should see a little audio player. Press play to listen…

Now Let’s Get You a Bunch of Website Visitors

After hundreds of hours coaching newbie Internet marketers I’ve come to learn that “getting traffic” is one of their biggest most constant hurdles. That’s because they keep getting taught the wrong way, someone else’s way.

What works for Mike might not work for John. That’s why you might hate PPC but another guy freaking worships PPC like it’s the new Oxygen. Honestly, getting website visitors has never been a hurdle for me. Not because I’m smarter than anyone, but because I just look at it differently.

Traffic is not about SEO, PPC, CPV, or whatever alphabet soup your want to insert. It’s about attraction.

Too many people are trying to “create” traffic. You don’t create traffic, it’s already there. Facebook ALREADY has over 500 MILLION people viewing it’s website.

Instead traffic is MOVED, not created. Think about it like this…

Website visitors = eyeballs looking at a website. These eyeballs like certain types of websites and most likely frequent those sites often. The way they get from one website to the next is by something attracting their eye and then engaging their brain enough that they want to click.

For example a bright yellow square with bold black text on an all white website would attract an eyeball right?

If that bold black text said “Lose 10lbs Per Week” and you were having problems losing weight, that would probably engage your brain enough to induce a click right?

Ok so now you know how traffic works right… Well where are YOUR eyeballs at? People who have the common pressing problem that your product solves, where do they hang out online?

Are they typing keywords into Google? Then you should do some SEO and PPC so you can attract their eyeballs and MOVE them over to your website.

Maybe your eyeballs are visiting the same three websites everyday. Great buy some banner space off that website or negotiate an affiliate partnership. Think back to your research, where were these people talking? What can you do there to attract their eyeball and move them onto your site?

If you can do it for free or if you need to do free stuff at first that’s fine. But if you can get even more by paying a little then you should pay a little. Traffic is about moving eyeballs and you need to get good at finding where your eyeballs are at and moving them back to your site.

Do that and getting website visitors will never be a problem again!

Since you focused on YOUR eyeballs then you know the people visiting your website are interested in the type of product you are selling. We call this “targeted traffic” and this is the kind of website traffic that enters their name and email, joins your list, and buys your product.

And that my friend is how to market a product online.

Go Bigger,
Justin Brooke

P.S. Love to get your feedback/questions as comments below. Oh and don’t forget to ask me why I prefer to create products instead of just be an affiliate for products.

{ 45 comments… read them below or add one }

Ali November 14, 2010 at 7:20 pm

Great info, Justin. I agree, this just may be the best blog post ever – in IM.
Thanks a lot!

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Brendan November 17, 2010 at 9:49 pm

That’s what I love about Justin and Chaunna. The information they give is truly top of the class every time.

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Stefan Suarez November 19, 2010 at 1:04 am

I agree. This could very well be the best post ever.

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Mike Johnston November 21, 2010 at 2:47 pm

This is very practical information! Great free resource packed with useful info…. More IM need to consider info like this. If so, they’d make better progress.

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Dawn Anderson November 14, 2010 at 7:27 pm

You bring a fresh perspective to Internet Marketing. I can learn some things from you!

Yes, please tell us why you prefer to create products rather than just being an affiliate of other people’s products.

Dawn

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Justin Brooke November 14, 2010 at 8:09 pm

Oh glad you asked Dawn! hehehe

First and foremost I don’t want anyone thinking one works and one doesn’t. They both “work” but here’s why I choose one over the other.

Control…

As the product owner, sure I have to create a product, but once it’s done I can recruit a bunch of affiliate marketers to do all the marketing for me. Now I just sit back and rake in the dough. Plus I don’t have to worry about begging to get approved or one day having to go change all my links (after seeing my sales tank unexpectedly) because the product owner switched affiliate software.

Then factor in that I own the customer list which means I can sell them other products down the road and now I just have an extremely unfair advantage over the affiliates.

For me it comes down to security. As an affiliate I feel like I am at the mercy of someone elses decisions. They change anything one way or the other and my income disappears overnight. Owning the product means I control the decisions.

Although, I do prefer to be the product owner and not the affiliate… I do still do a lot of affiliate marketing. After all I own the customer list and I can promote whatever product I want to them (yet another unfair advantage).

Now at the same time, things change dramatically once you step outside of the infoproduct world. In the physical product world like purses, shoes, and the like it’s can be easier to be the affiliate than to require inventory, patents, manufacturing, blah blah blah.

So that’s why I choose the product creator route when it comes to infoproducts instead of the affiliate marketer route. For me, it’s been a great decision for many years.

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Shawn Horwood November 14, 2010 at 7:31 pm

Justin,

I wish I had found out about you sooner than I did. I don’t remember how long I’ve been following your stuff, but all I know is I follow certain people for different lengths of time and often I just get tired of hearing from them because I realize they only know one topic or they just really don’t know what they’re talking about.

However, I just can’t get enough of your stuff. When I saw the email subject line “My Best Blog Post EVER!” I was so excited that I went to read it on a Sunday – and I don’t usually work or do anything marketing related on Sundays because it’s my day of rest!

Anyways, this post is killer (it’s been bookmarked for future reference)!

One thing I’d like to add is when you go do the research & spend a few days in your market’s shoes, make sure you keep an open mind and don’t have any preconceived notions about what you think your audience feels or what you think drives them – you’ll often be surprised at what’s going on in their heads (especially since marketers & entrepreneurs often think differently than “everyone else”).

Also, free traffic is where I started out. Doing SEO and article marketing and I did well with it (I still make a few sales here and there for articles I put up a year and a half ago). But once I had some cash I moved into doing more paid advertising and WOW is it amazing. With a little bit of testing you can get way more visitors in way less time.

Now I pay a buddy of mine to do almost all my SEO for me and I focus my time on testing out paid traffic methods (and other aspects of marketing). Like you said, it’s all about attracting people to your website. Your focus is not to con/trick/force people into seeing your website – it’s all about making it attractive so they WANT to see your website.

Besides, if your website is attractive, they may just tell other people about you & your website and you’ll get more prospects and customers without even trying!

Heck, I recommend Justin’s stuff to people because he gives out great content. I’ve even shared HIS affiliate links with other people because he found a great resource that a friend needed!

If what you have is attractive, other people will be willing to do some of the work for you, and you can stop trying so hard to get people to visit your sites.

I noticed that once again my comment is about 10X longer than I thought it would be, so I’m going to shut up and let Justin have his blog back.

Awesome post Justin (I agree that it’s your best – and I love all your posts so that’s saying something!).

Shawn

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Louise M. November 14, 2010 at 7:49 pm

Loved it Justin!! You’re straightforward, I like how you write and the ideas you share. I do believe that internet marketing success is based on a very simple and kinda logical way of thinking and understanding a market and what makes people (and us!) buy stuff online.

I’m seriously considering creating products at the moment so I can say your “best blog post ever” comes at the right time for me! So, yeah, sure I’d like to know why YOU prefer creating products rather than being an affiliate! ;)

Thanks man!

Louise

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Justin Brooke November 14, 2010 at 8:14 pm

Thanks for the compliments, check out my reply to Dawn for my answer about why I choose to create products instead of be an affiliate.

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Brother Paul November 14, 2010 at 8:06 pm

Fantastic post, Justin!

There are very few internet marketing gurus that are putting out original ideas and content, and much less that give out as much as you do.

Hope to be following in your footsteps soon, so I can break outta my day job.

Make it a great day!

Brother Paul

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Justin Brooke November 14, 2010 at 8:13 pm

Thanks Paul, glad you liked it.

You know my grandma always used to tell me “Even the toughest pickle jar will open if you keep twisting.” You’ll get there man.

If there’s something I can do to help let me know and I’ll do my best to make it happen.

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ROSS November 14, 2010 at 8:49 pm

Great to see it simplified – back to basics,

Great post – Will be saving this for future reference when I’m over thinking again

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Justin Brooke November 14, 2010 at 8:51 pm

I can’t tell you how many times I have “over thought” the whole process. Always comes down to doing the basics really well over and over again. Well, that’s what works for me at least.

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David King November 14, 2010 at 8:58 pm

Great content man! You always over deliver! thanks for always teaching the truth and helping people out!

David

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Patrick McTigue November 14, 2010 at 9:15 pm

Justin,

I couldn’t agree more with your assessment that you will sell your products easily when you know who your perfect customer is and you help solve their problems. When you become a “hero in your marketplace”… you will have no problems making a good income there.

Keep the good stuff coming. I always enjoy reading your stuff and then taking action on it. Take care,

Pat

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Pierre November 14, 2010 at 9:54 pm

Hi Justin,
First of all I just want to thank you and your wife for being real. You guys are freakin’ awesome!

Thanks dude for this post. For a guy like me I have always had lots of ideas for products but have always wondered where to start.

This post has really made it easy by giving me a simple formula for first finding the audience and then bringing them what they need.

Thanks so much!!!!!!!!!! You ROCK!

I wish I was able to get your product but maybe next time.

Thanks,
Pierre

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Philip November 14, 2010 at 9:55 pm

I always appreciate your honesty and willingness to share what’s been going on behind the scenes with Sitefling.

Thanks for breaking things down to their essence. The only thing to add for people is to avoid the “shiny new products” that will keep them distracted from taking action. We know you’re all about action — and that’s why we follow you. Thanks for sharing!

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Rachel Rofe November 14, 2010 at 10:09 pm

Dude.

You’re mindblowingly awesome.

And a PHENOMENAL writer.

GREAT blog post!!

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Justin Brooke November 14, 2010 at 11:26 pm

Thanks Rach,

I really put in the work on this one. Just wish I could get myself to write more.

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Conrad Stuart November 14, 2010 at 11:34 pm

Good post, you had some very practical advice in this article….I think the most important part of the article was towards the beginning, where you say it is the intensity of the need, rather than the size of the niche, that is most important.

So why do you prefer creating your own products? :)

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Jason R. Ayers November 15, 2010 at 12:23 am

Justin… it’s nice to see you keep this stuff as simple as it should be.

That bit on finding emotions and then problems rather than jumping into keyword research is spot on (I know, cause I’ve done it the wrong way!). Thanks for sharing your email copy as well…

Take care brother

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Justin Brooke November 15, 2010 at 11:02 pm

Thanks bro, glad to see you here!

And you ain’t the only one who’s done it the wrong way, I think I do it the wrong way at least twice a year and then slap myself and get back on track.

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Paul Counts November 15, 2010 at 12:55 am

Awesome blog post! I couldn’t stop reading it and sadly nature called right in the middle of it, but I still didn’t stop reading. :) Sorry…too much info maybe on my end. You got me thinking about how I am running my business now, and I need to make some changes for sure. Great content!

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Justin Brooke November 15, 2010 at 11:04 pm

MUAHAHAHA… EVEN NATURE CAN’T STOP ME!

Thanks for stopping by bro

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Frankie Cooper November 15, 2010 at 7:26 am

This is an awesome post. Now I understand the basic plan to create and market a product. Also, I understand how to get more traffic to my website.

This post also came at a good time for me because I’m in the process of creating a couple products and now I have a clearing understanding of how to market them.

I will bookmark this post for future reference.

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James Steubing November 15, 2010 at 2:49 pm

Great post. What affiliate system do you prefer to use for infoproducts? Clickbank?

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Justin Brooke November 15, 2010 at 9:50 pm

I use my own software (to be named soon, currently codenamed: “best damn info marketing software on the planet”) and I have used 1ShoppingCart.com, CartFreak, and Clickbank.

Clickbank is great if you want a more hands free program. CartFreak is great if you want to have more control and use bleeding edge conversion tricks. 1ShoppingCart is slowly falling into the mediocre box but is a great general solution.

Clickbank with Easy Click Mate is a great option for most though – if I had to recommend something that would be a one size fits all recommendation

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Ed November 15, 2010 at 3:53 pm

Yes, this is one of the best blog posts you’ve ever done and you done plenty of great ones – it’s enough for me to forgive you for promoting article submitter platinum – I only have myself to blame for buying that frauduct but dang it Justin, I believed you! :)

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Justin Brooke November 15, 2010 at 9:25 pm

I’m really sorry you feel that way. I sincerely love that product and still use it today.

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Maggie November 15, 2010 at 7:25 pm

Justin, I hang my head in shame, you have brought me up with a jolt. I have created 12 Products, Yes that is right (I can give you proof i.e. show you the ebooks) 12 products. 2 of them, I have even had a publishing expert tell me, they are worth having published in hard copy, but I wanted to sell them on online. I just have not had the confidence to push these by any PPV or PPC. Total lack of confidence in my ability. I have been selling other peoples products. I wrote them, using your formula for creating products above, and they are NOT, I repeat NOT re-configured PLR products, or Ghost written.

I think I need to bend over and have a big boot up the backside!

Just lack of confidence on my part. Oh my!

I think I will have to look into PPV or something. They present well, have great graphics, WHAT THE HELL IS WRONG WITH ME! Think of all the money I have lost.

Thanks for the post, it was your best ever!

Love and Light

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Justin Brooke November 15, 2010 at 9:52 pm

If you’ve never done paid advertising before it’s probably best to start with something like MSN Adcenter. However, Plentyof Fish.com has a great ad program and they are one of the worlds largest dating sites.

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Joe Butler November 15, 2010 at 7:46 pm

Justin,

Thanks for the post. You guys have always been real and I am thankful that you have not changed. Thanks for your insight.

Joe Butler

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Elijah November 16, 2010 at 1:20 am

BIG POST. Great read, and I can say this because I actually read it word for word at a nice leisurely pace – not because I was looking the learn but rather because I always enjoy your teaching style.

I think I’m due for a “4 days to write” article :)

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Dan Auito November 16, 2010 at 6:10 am

Nice Justin. We must get together in Tampa soon.

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Justin Brooke November 16, 2010 at 3:35 pm

Sorry Dan I’m living in Port St. Lucie right now till at least January. Possibly coming back to Tampa after that though.

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Shawn November 16, 2010 at 7:46 am

Dear Justin:

Once again, you’ve explained the process in terms so simple anyone should be able to do it. So now I need to stop procrastinating and get to work!

Thanks for the great info. And congrats to you and Chaunna on the new baby!

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Narek Gabrielian November 16, 2010 at 12:20 pm

Hey Justin,

Just wanted to let you know that I really like the kind of content you put out on your blog and in your products.

Those who are just getting started marketing online think about the surface… and they have no other choice because they don’t know any better yet. But, you provide the deep real marketing diamonds that hopefully will have them thinking strategically and get started several steps ahead.

What I’m saying is that they are so much better off having read at least one of your blog posts.

Better and better,

Narek Gabrielian

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Justin Brooke November 16, 2010 at 3:35 pm

Thanks for the great compliments dude!

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Aaron Woodyear November 17, 2010 at 9:53 am

Wow Justin another great post.

I’ll be honest after reading through many a “guru” blog I’m always wary of the sales pitch at the end. What I like about your articles is the genuine content that is both actionable and informative. I will save this post for future reference.

Thanks again.

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Brett SEO November 17, 2010 at 8:49 pm

Another great post Justin. I still struggle when I figure out a new niche to take the time to really connect with my audience before I start building a site.

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Justin Brooke November 18, 2010 at 10:59 am

Almost every single website I get asked to critique has left out this critical detail.

Everyone thinks copywriting is about adding fancy writing with high powered phrases. Actually it’s about saying the least amount of words possible to show the reader why your product will solve their problem.

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Harold November 20, 2010 at 12:08 pm

Yo Justin,

Man you ROCK!

By reading all of the comments and your reponses, as well as your killer Blog, you really have brought home the bacon. I’ve been marketing online for a while now, with mimimal success.

And I know why. It’s because like a lot of people, I was always doing my marketing from the niche-keyword frame of mind, as well as, trying to follow 50 other GURUs’ methods at the same time.

And the crazy thing about all of this how to make money online stuff is. We’ve all been exposed to the correct way, the easier way to actually make money online, (Your way); We just keep getting pulled away from how to do it right. (The secret sauce)

This blog post will change lives. I know it has already changed mine.

Thanks Justin.

P.S. Since your amazing post will no doubt have many people out there creating and selling their first products, or their initial product. I would love to hear or see your thoughts on what makes up a complete sales funnel. ie.. Entry product with possible Upsell….. and Backend.

Because their are a lot of people out there, (including myself) that don’t really know how to get this part right.

Thanks again for all of your past products, your insights, your honesty, your sharing, and your future products as well as future successes.

Thank you Justin (The Real Deal) Brooke !
Harold

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semmy December 14, 2010 at 9:01 am

hi Justin

I really enjoyed reading your article. very interesting article and this one opened my eyes about internet business

Your story just like what I experienced. I asked my friend. he was very successful running of internet marketing. he did not know any other way other than making the product and ask for joint venture partners to promote their products. LOL..

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David King October 30, 2011 at 4:56 pm

Great post man, love the simplicity and how you break things down.

It’s simpler than it seems and it’s just about following someone who has done it before (like yourself) and continue in that step-by-step.

Keep up the great work!

David King

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prageeth sudusinghe March 1, 2012 at 12:16 am

good post.
this is the post, change my way to make my own products….

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