“Multiple streams of Internet Income – How Ordinary People Make Extraordinary Money Online” by Robert G. Allen 2006

If you are a fan of investing in real estate, you may remember the author Robert G. Allen. He is the author of “Nothing Down” which later became a huge best seller in 80’s and ultimately a Nightingale/Conant audio tape series.

Mr. Allen became famous for putting out this challenge: ”Send me to any city. Take away my wallet. Give me $100 for living expenses. And in 72 hours I’ll buy an excellent piece of real estate using none of my own money.” He exceeded this boast when challenged by a reporter from the L. A. Times, buying seven properties within 57 hours. He later set his sights on internet marketing with a similar challenge:

“Sit me at the keyboard of any computer in the world with access to the internet, and in just 24 hours I’ll earn at least $24,000 in cash.”

This book walks you thru how he did just that (and more), and reveals some great ideas for anyone involved in internet marketing.

I like the way the book teaches and reinforces the ideas behind organic list building, email marketing creative writing, offers and incentives, and creating demand. A key concept is building your own lists, and writing engaging copy to keep them interested in opening your next email. His use of stories, offers, information products as gifts are all designed to add value and build trust among your subscribers.

He also puts forth a concept lost on so many companies in their communication – give your marketing a personality, preferably that of a real person. Whether it’s the sole proprietor or the CEO, giving your copy a true personality makes the communication much more enjoyable, engaging and ultimately successful. How many times have you received an email or direct mail piece that you just KNOW was written by at least two writers and then signed by some anonymous VP of something-or-other who you know never even saw the copy before it went out? Imagine trying to call that person and asking him or her about the offer…..

But then the book gets into the meat which pays off on the title: How to create multiple steams of Internet Income. The techniques here dovetail nicely into what you learn reading Timothy Ferriss’ book “The 4-Hour Workweek.” There is something for everyone here. He covers affiliate marketing, search marketing, selling on eBay, custom information products, selling advertising on your site and more. In the world of internet marketing, he makes the point that you can successfully create multiple streams of income by finding the one that fits you best, maximizing it, and then creating another one.

The Take Away for Marketers: If you are searching for the right internet marketing vehicle for your own business, the book covers not only the basics but the “how-to” of taking those ideas to the next level. Marketers at large companies or agencies will benefit reading the compelling (if long) copy that really SELLS and PERSUADES – so much better than some of the cleverly written, but completely ineffective gobbledygook I get in my inbox every day. And for everyone, the book really hones in on the necessity of building your own e-mail lists and adding value to those subscribers with every communication you send.

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