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Even if you know exactly how to achieve top positions on the search engines or know exactly how a link campaign should be done, it still won't let you achieve the level of success you want if you don't know how to develop the strategy for your site. To put it simply, tactics are your day to day actions in building your website. A strategy is your overall plan and goal for exactly what you would like to have your website and business accomplish for your clients. The Random House College Dictionary defines strategy and tactics this way... "In military usage, a distinction is made between STRATEGY AND TACTICS. STRATEGY is the utilization of all of a nation's forces, through large-scale, long-range planning and development, to ensure security or victory. TACTICS deals with the use and deployment of troops in combat." </p> <p>I know some people who are brilliant strategists about online marketing who have achieved amazing success even though their actual tactical skills are only so-so. They hire out the web site design, the search engine registrations, the linking campaigns, and the copywriting. As a matter of fact, one of these brilliant minds once mentioned to me that "The Concept is Greater than The Copy."In other words, the right marketing strategy can overcome slight problems in the copywriting or even the carrying out of the plans. Even the best copywriting on the planet won't make a success out of a poor business strategy or concept. </p> <p>No contractor would ever consider starting work on a project without having a detailed blueprint already done and in their hands. It also doesn't matter how good they are at following the blueprints if the blueprints are all wrong. For many people, their internet businesses are in this exact state. They have many of the internet tactics ready, but they have yet to develop a powerful strategy to empower the whole process. So exactly how do you choose the strategy for your Internet Marketing Empire? Below you will find a three step process in helping you develop your overall strategy. I don't want to over-complicate the process by any means, but I do want to help you create ideas through this. Your actual day to day internet marketing tactics will then flow out of your overall marketing strategy. You can't develop a business around a single product. Even if you are promoting a single product upfront, it is not the product that people want. They want the BENEFITS they receive out of the product. When designing your site, think about an "Ultimate Benefit" to build your site around. I first heard the phrase "The Ultimate Benefit" through Dr. Jeffrey Lant and it has stuck with me ever since. It is that ever abiding "WANT" or "GOALS" that your prospects have with them continually. Ultimate Benefits are things such as: more money, weight loss, online success, being sexually attractive, self-defense, etc. Ultimate benefits are what your prospects are really seeking after. So, don't base your business just on products. Base your business on this Ultimate Benefit. This will be the theme that binds everything else you do at your site together. It is what you want your site to become known for. It is why people will return to your site over and over again forever. What is it that your prospects ultimately want? More Money Better Health Weight Loss etc. Once you have defined your "Ultimate Benefit," that's where the products can come in. You will want to provide multiple products that all fall under the same Ultimate Benefit. This will help you to create "Multiple Streams of Income" all generated from one web site. What mail order or internet company do you know of that only has one product? There aren't any really successful ones. Even the sites which seem only to have one main product still have dozens of different profit streams which all come out of the backend of that product. Your mission online is to help people reach their ultimate goals, and that cannot be done with just one product. It takes a variety of products to accomplish this goal. One warning I do want to mention here though is that your site will be more successful if you have one LEAD product. By testing both multiple product sites and sites which focus on one lead product, I have found that the lead product sites will outsell the multiple product sites by a long shot in most cases. So, the absolute best set-up is to focus on a main product, and then have many different backends or supporting products which will help your clients to further their goals. This type of system is often referred to as a marketing funnel. You may be selling a book about Ad Copy on your site, but you will also have consultations, seminars, audio tapes, and ad writing services which all support your theme. If you are selling web sites as a primary lead product, you could also sell books on internet marketing, web design services, CGI programming, etc. If your theme is weight loss, your primary product may be a nutritional product. You could also sell weight loss and exercise books. A newsletter could be started. You could also do personal one-on-one consultations for specific individuals. Your business cannot just be a me-too business online. You need to develop some type of uniqueness to it...something that sets you apart from all of the rest of your competition online. You need to create a "<b>Unique Selling Position</b>" which makes you stand out from the crowd online. For example, everyone is selling books online. How did Amazon.com becomes the most well known bookstore on the internet. They developed a USP which basically states "The World's Largest Bookstore" which is exactly what they are. They have stated in one phrase exactly what makes them unique from the rest of the bookstores in the world. How can you develop your own USP? You probably aren't going to own the largest selection of anything in your business since most of us have started out bootstrapping at home or in our small business. Let me give you a simple little formula you can use which will help you immensely in the creation of a USP for your business. To find your USP, pull out a blank sheet of paper. At the top of the paper, write "You know how most __________..." Then, halfway down the page, write "Well, What I do is..." I want you to write how most of the businesses in your market are in the first section. Then, I want you to write what sets you apart from them. Avoid using words such as quality or better service, because those types of things don't really mean anything UNLESS you are more specific in your description. This may take you a while to do. You probably will have to study your competition online for a while. Give yourself a few days to think it over. Then, write it down. Next, I want you to boil down that entire sheet of paper to a single phrase or sentence. This takes some work. Write it out in a sentence or phrase as many times as you need to until you get just the right words. Again, if this takes you a few days, let it. Think about it when you are driving, eating, etc. Mull it over. Then, once you have just the right wording, that is your NEW USP which you will use to separate you from all of the competition. Use it on your signature file online...Use it on your website...Use it in your ad copy. Let it become a guiding force to your online business that sets you apart and defines you as the person to deal with in this area. To fully develop an online business, you need to maximize your relationships with people. Although your goal in your internet business may be to set it up on auto-pilot, you have to remember at all times that you are dealing with real people. Credibility online is a major issue because there are many fly-by-night get-rich-quick operators on the internet.  To help you develop this credibility with your prospects, your overall strategy has to include such tools as ezines, message boards, chats, conference calls, dealer programs, etc. Many people keep asking exactly why does it seem ezines are popping up everywhere...It is simply because they work. They help you to develop the relationships you need with your prospects. You are able to contact your prospects over and over again providing them with good useful information. The same thing is true of the message boards. Once you have worked them up to a certain level of traffic, the same people will keep coming back day after day learning from you and the other experts you may have brought to your board. Use your imagination and develop other free services such as these to help you develop your website and relationships online. How about doing JVs with other businesses? How about running a monthly conference call on your subject? 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