STEP ONE: Create Your Overall Theme to Your Online Business

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 originate from the main 

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 customers 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. 

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