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The Easiest Way To Build a Maven Information Online Business

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The focus of my business and website is the practical application of the elements of a Maven Coaching and information business.

For example, creating products or coaching programs, driving traffic and prospects to your website, and writing emails and building relationships with prospects and clients.

There are many different ways to do each one of those steps, and you don’t need to do all of them.

In fact, if you were to incorporate every possible method on earth to do each phase of your business, it would be so complex, cumbersome, and unmanageable that you wouldn’t be able to profitably run your business

And there is no one “right way” to build your business or implement each element of your business. Because of that, I will be sharing with you many effective ways to do each step of your business.

But ultimately, you will have to choose which elements you like the best and use those in your business.

In this introduction article, and through the course of this series I will give “recommended” course of action. But please recognize that although it closely mirrors how I run my own business, it should still serve as a guide and not a definitive rulebook to how you run yours.

Feel free to experiment with ideas that make sense to you. Incorporate things you see others doing that feel like a good fit. Over time, you will find that some things work better or worse for you. Exactly the way I do it may not be the best way for you to do it.

Having said all that, the most important thing is to understand the concept of “why” information marketing exists, why it works, and what you want to accomplish.

Then you can evaluate anything you do or try in light of the question, “does this lead me closer to my goals?” or “does this add to the effectiveness of my strategy?”

You see, something can work for me, and not work exactly the same for you. A technique I have tried may not work for you. So feel free to experiment and try new things, to find out what works. Having said that, once you make a decision to try something—really try it.

Give it an honest shake. That might mean 90 days of testing or 6 months of testing or more.

I have seen too many cases where clients have tried something for 7 days or 2 weeks, gotten weak initial results or “feelings” about what they have tried, and abandoned it before they could really evaluate the long-term effectiveness. And be careful not to jump around too much, jumping from one technique to another.

I have seen too many cases where clients have tried something for 7 days or 2 weeks, gotten weak initial results or “feelings” about what they have tried, and abandoned it before they could really evaluate the long-term effectiveness. And be careful not to jump around too much, jumping from one technique to another.

Develop a balance between trying new things and building a solid core business based on the guidelines I share and teach on this website.

You will notice that some of the information is slightly repetitive in some areas. There is some overlap, for example, between the ideas involved in “building a list” and the techniques for “writing emails” or “driving traffic.”

And rather than isolating each concept in a tiny article, I have attempted to write about each topic or area of information marketing in a way that is comprehensive and integrated with other topics or areas of implementation. And as a result, there is going to be some overlap of concepts delivered in each section.

What I have found with my clients is that the overlap serves as a refresher as they go through my training and material. The overlap serves to link each topic and area of training to the other topics and areas of training.

An information business is a business where your primary marketable “good” is information. This can be information teaching someone how to do something you know how to do well, information teaching about something, or information teaching how someone else does something. The bottom line is, an information business sells . . . information.

Before I dig into some of the different ways that you can sell your knowledge or information, I want to give some personal insight into the business of information marketing.

You see, it is easy to get into information marketing with the pure concept of just wanting to make money. And I think that is okay as an initial driver, and as a long-term goal. However, if making money remains the only driver over time, I have discovered with my clients that long-term success becomes elusive.

The reason for that is that when your long-term focus is simply generating money, the products you create, the emails you write, and the relationships you build, reflect that focus.

And because of that, people tend to now want to invest as much with you. In short, they don’t want to spend as much money with you. And this means that when you focus on making money as the ultimate goal, you actually make less money.

Contrast that with genuinely wanting to help people.

When you genuinely want to help people by teaching them, giving them information, and guiding them to success or mastery in whatever it is that you teach, they respond by choosing to spend more money with you, by choosing to invest more with you, and by choosing to buy more products and training and coaching. As a result, you make more money as a result of focusing on your clients and their needs rather than focusing on money as a driver.

In fact, not only will your clients tend to invest more when you genuinely want to help them rather than just take their money, you will also be more efficiently impacted to do the kinds of things that lead to making more money in the long run, simply as a function of choosing to help people first.

Here’s a little example I’ve used with my clients before that tends to be insightful. Imagine that you are driven by making some level of money each year, for example, let’s say $100k per year. And let’s imagine that in your information business, you have a $100 a month information membership or coaching program so on average each client (or buyer) invests about $1000 per year with you.

So in order to reach your goal of $100,000 per year, you simply need 100 clients. If you have visualized and set as a goal that of making $100k per year when you hit 100 clients, you will most likely relax in your marketing efforts.

The reason for this is that as humans we are programmed to attempt to achieve our goals. Rarely does anyone ever consistently exceed their own goals? (You might exceed others’ expectations of you, or exceed industry standards, etc., but as humans, it is rare that we exceed our own expectations of ourselves.)

So if you have a realistic monetary goal, it actually limits you instead of empowers you.

Contrast this to focusing on helping people instead of making a certain monetary goal.

For example, imagine if you help people become healthier and you really care about people’s health. How many clients would you take on? Would you stop at 100? Or would you want to help as many people as possible?

What if you are a sales coach, someone who can teach someone to triple his income, thereby empowering him to feed his family better, dress his family better, and allow his entire family to have a higher standard of living?

If you can genuinely help someone do that, how many people could you help each year? How many people in your country need your help? How many people in the world need your help? There are probably thousands or even millions of people who could use your help. And by focusing on changing as many people’s lives as possible, you free yourself to make more money than if you limit yourself with a monetary income goal.

Let’s take one more example. Imagine you help people with something that literally saves lives. For example, perhaps you are in a niche where your help literally extends their life, or helps them not die early, or helps them live a truly better life. Are you? If you are, you are morally obligated to help as many people as possible. The Bible tells us, “To whom much is given, much is required.” And if you have a gift of helping others in a way that changes lives, if you don’t make an effort to help as many people as possible, in a sense, you are personally responsible for the continued lack in those people’s lives. Once you have a skill that changes people’s lives, you are morally and ethically obligated to help them.

What if you had that level of drive to help others? What if you were driven, not by the desire to make some level of money, but instead by the desire to change the world? What if you could change the world by teaching people what you know?

Would that excite you? Would that drive you to excellence? It should!

And by having that kind of an attitude towards your business, instead of one that is just purely driven by money, you will help many more people. And by helping many more people, you will make more money (as long as you charge a fair price for your help). I ’m not suggesting helping people for nothing (although I believe there is a place for offering a percentage of your time or training for a reduced price to those who are financially incapable of making your standard investment or paying your normal price.) What I am suggesting is doing all in your power to help others, place a fair price on your help, and help as many people as possible.

Let’s go back to the $100k per year example. In that example, we talked about the idea that if your average client invests $1000 with you, then you only need 100 clients to get to $100k per year.

And if your goal is $100k per years, odds are pretty good that you won’t exceed that number. But if your goal is to help as many people as possible . . . you might help 1000 people or 10,000 people a year. And in the process, you’ll make a lot more than if you are personally limited by an income goal.

Perhaps right now you are thinking, “ but I do have an income goal.” And that’s okay. And it’s okay to want to be in the business itself for the purpose of making money. Let’s face it, most people work because they have to. But some enjoy the work they do. And others don’t. Why? I believe it is because some people truly enjoy doing what they do and others don’t. Two people might make the same amount of money, but one is happy with his work and one is not.

So I believe you can go into information marketing because you want a second income, or because you want to make more money, or because you want to be independently wealthy. But that is only the reason why you have a business in the first place. But in the daily operation of your business, your goal is helping people. Your focus is on helping people. Your focus is on changing lives. The money will follow.

There are a few basics ways that you can sell and package the information you sell. You can write a book, a booklet, an ebook, or a Kindle book. You can record an audio or series of audios. Or you can record a video or series of videos.

You can also offer individualized or small group assistance with the learning process; we often call this assistance “coaching.” And there are a limitless number of ways you can combine those packaging methods to create customized packaging scenarios.

For example, you could create a series of books. You could create a coaching program that is based on the content in the books. You could create a coaching program that is based on the content of a series of audios or videos. You could create a series of materials, perhaps a combination of audio or video, that is specifically designed as the teaching portion of a coaching program. And so on.

The best rule of thumb for deciding which method of packaging to use has two parts:

1) the method you personally like best, whether based on ease or familiarity with the method and 2) the method through which your particular niche clients prefer to receive their information and training.

If the method you like and they best like doesn’t coincide, choose a compromise that best fits your style and their need. You will likely find that there is a subset of individuals who will learn it any way you teach if your teaching is clearer and most effective than the teaching of your competition.

So far, perhaps this is beginning to sound complicated, and yet, that is the opposite of my attention. I simply want to show you that out of the myriad of ways you can package your training, you simply have chosen one, the one that works best for both you and your clients.

And in showing you this, I want you to see how easy it is to simplify something that, frankly, holds many people back from starting or easily growing their information business.

You see, many people, and perhaps you are one of them, is held back from starting their own information business because of the complexity of choices that exist.

But hopefully, by now you see how easy it can be to simplify this step of the process.

Having said that, there are many other steps that are involved in building your information business, and at first blush, they might all feel just as complicated as the step we’ve just simplified. However, if you use the same simplifying process I’ve just demonstrated—that of simply choosing the one option or method that makes the most sense to YOU—you will find that the entire process of building your information business can be really simple.

For example, once you decide on your packaging method, you might to choose what kind of website or blog, what kind of traffic, how to reach people, who do you reach, at what level do you teach, etc. And each of those choices has many possible answers. And you have a choice in the matter—you can spend years wrestling with those choices, and never build a solid information business—or you can simply make quick decisions for each of those categories of questions, and implement your decision.

One thing to remember is this: you can always change the way you are doing something, once you are doing it. But if you never get started, you will never have an information business.

For example, let’s imagine that you start your business and make the following decisions:

Packaging: Audio
Traffic: Article marketing
Communication: Email campaign
Kind of website: Blog
Who is your prospect: people with basic problems in your niche
At what level do you teach: Beginners

Let’s next imagine that over time you decide you don’t like that traffic source, you can always change your traffic source. But the rest of your business stays in-tact. Or perhaps you decide you would rather record videos than audios. That’s okay, you simply swap out that element. Or maybe you decide you don’t want to use email to communicate, instead, you want to use facebook and twitter. That’s okay too, just swap it out. Maybe you decide you want a static website instead of a blog. Or you get tired of helping beginners; you would rather work with people who already know the basics but are struggling to get to the next level.

Do you see how easy this process of making changes can be?

But the core idea here is that you have started something, even if it’s not exactly what you want in the long run. Because if you keep waiting until you have the perfect business plan, you will likely never start your business.

One of the common traits of successful entrepreneurs is that they tend to be starters. They start things. They may not know what the future holds, but they simply get started. When Richard Branson started his first cd replicating business, he may not have had any idea that he would own an airline, a soda company, and a philanthropy company decades later – but he just started.

When Steve Jobs and Wozniak built their first computer, although they were excited about changing the world of computing, they likely had no idea of the scope of what that meant.  And in the course changed many lives in the process.

And you may not know the future of your business.

But I can promise you this: if you never get started, you will have no future in your business.

You must get started.

Okay, enough motivation for now.

It is your responsibility to take action on what I teach next. And understand that I am going to teach you how to do each of the elements that are necessary for your business, for example, packaging, traffic, market selection, communication, etc.

And I am going to primarily focus on the actual methods that work best for me, for example, audio for packaging, articles and content (like kindles and books) for traffic, email for communication, etc. But recognize that on any particular element, you can change out the way I do it for the way someone else does it that you like better.

But I would challenge you to start somewhere with some way that someone else has already done it if you have never done it before. You can always “reinvent the wheel” down the road once you have the experience. But if you have never created a product before, you don’t have to do it that way I do, but do it the way someone has done it, the first time.

Trust me, it will make it easier than figuring a brand new way to do it yourself if you have never done it before. Once you have done it one way, my way, or someone else’s, then decide to do it your way, or a new way that has never been done before. The same thing with traffic—do it the way someone has done it successfully in the past.

That might be the way I teach, it might be the way someone else teaches—but do it in a way that is easy to simply follow the directions, instead of having to think up each step as you go.

The reason for all of this is that there are so many elements to learn as you build your business, things like packaging, what to teach, how to teach it, how to find prospects, how to communicate, etc. that it is hard enough to just put all those pieces in place.

You don’t want to complicate it with not being able to use a proven system for doing each of those steps. It all kind of goes back to the idea of just starting—and you want to have the easiest way possible to just start. Once you have started, you can make changes to individual steps.

Now, having shared all of this preliminary information, warnings, guidance, etc., let’s get started with the actual process of the easiest way to build an information business.

The first thought is that everything you do, you want it to be simple. Meaning that instead of using a complicated traffic source, use a simple traffic source. Instead of creating a complicated information product to sell that includes print, audio, video, and online interactivity, create something really simple: perhaps an audio teaching how to do what it is you teach.

You can always add complexity later. Instead of creating a complicated communication method that includes twitter, facebook, email, and texting, choose one.

Make it simple. You can always add complexity later.

So let’s get started on to Lesson 2

Aaron Ellis – You Can Coach

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The Content Explosion System

Get Started Building Your Online Maven Business- Aaron Ellis