Unrealistic Expectations ~ How to Break Them and Move Your Business Forward!
I just opened an email from Brian Johnson. He’s the creator of Commission Ritual. I don’t remember what the email was about, I didn’t click a link and I didn’t buy anything. However… he said something at the bottom of the email that REALLY got me thinking. Here’s what he said:
People DO NOT fail at internet marketing, they simply GIVE UP before the magic happens.
This hit me like a ton of bricks, because it’s TRUE. I started thinking about why this is true, and realized it’s got a lot to do with the topic of the blog post I’m writing today. 
How nice.
Today I want to talk about expectations. There are a lot of different expectations people have when they start an internet marketing career, and it’s these expectations that many times set people up for failure. I suppose you could also call them internet marketing myths.
Here are just a few…
1. It’s gonna be easy
2. I can make a full time income working a couple hours a week
3. I can go from having no sales to making 10K a month in a year
4. If I build it they will come
5. I can try a little of everything and make lots of money
Those are some of the expectations people come in with, now let’s look at how those expectations can positively or negatively impact your internet marketing business.
Unrealistic expectation: It’s gonna be easy.
NO. It’s not gonna be easy. Yes, the tasks you have to complete are relatively simple once you learn how, but it’s not easy. It takes consistency, persistence, time, effort. To be quite frank, most people aren’t willing to put in the time, effort and work it takes to become successful. Coming into the arena with the expectation it’s going to be easy leaves them ready to run as soon as something gets hard. It makes it very hard to stay with this when things aren’t going as you planned/hoped.
More realistic expectation: This expectation is one that will allow you to navigate the inevitable bumps and lumps is to expect it’s going to take work, and like anything in life there will be ups and downs. If you can stick with it, you WILL succeed.
Unrealistic Expectation: I can make a full time income working a couple hours a week.
Yes, you can ~ but probably not this year. You go to your job and spend 40 hours a week there. Are you making 10K a month yet? How can you expect to come online, where there’s a huge learning curve, and spend a couple hours a week and think you’re going to kick it to 10K a month in the next 12 months. I hate to be a buzz kill (really I do) but chances are much greater that will NOT happen than they are that it will.
More Realistic expectation: The time I spend on my online business is directly related to the level of income I can hope to achieve. If you spend a couple hours a week you can expect some income. If you spend 2 hours a day, you can expect a little MORE income. If you spend 8 hours a day, you can expect even more income. However, a little time spent is better than no time spent and all the hours whether they’re in 2 hours a week increments add up! So yes, you can succeed on two hours a week, but it’s not going to happen overnight.
Unrealistic expectation: I can go from making no sales to 10K a month in the next 12 months.
Doubtful, unless you’re willing to spend a bunch of money and have a BUNCH of time. Whether you are online or in a brick and mortar business, business is business. If you don’t have the skills to make 1 sale today it is doubtful that you will be making 10K a month consistently 12 months from now. It’s just basic business ~ most brick and mortar businesses don’t even expect to be in the black for the first few years, much less making 10K a month. Because the internet is easily accessible and it is POSSIBLE to make 10K a month I think creates this unrealistic expectation.
More realistic expectation: This one is really the dream killer I think. People come in thinking they’re going to be making 10K a month in a year, they have minimal time to spend. The time they do spend on their business is actually more like a hobby. After a couple months of seeing no results they get pissed, believe this whole IM thing is a scam and quit. I’m not saying 10K a month is unrealistic ~ I’m saying going from 0 to 10K in 12 months probably is. Why not set a more “realistic” goal. 2k a month? It gives you a more realistic starting place, and then when you reach it you will have even more “proof” that this whole IM thing DOES work and you will continue to stay motivated to move forward.
Unrealistic Expectation: If I build it they will come.
Not so much. Whether you’re building a squidoo lens, or a niche site this is where I see people get the most frustrated and ready to just throw in the towel. There is WAY more to getting traffic than just building a site. Building a good site is definitely the first step but even the BEST site on the internet doesn’t get traffic without promotion. Yes, the promotion part can be very dull, even mindnumbing, but without it ~ nada.
More realistic Expectation: If I pick a few solid traffic driving strategies and take action on them regularly and consistently I will get traffic to my site. period.
Unrealistic Expectation: I can do a little of everything and make lots of money.
The answer to this question on the survey really surprised me (I don’t know why). I asked what is your goal in 2010, and provided 5 different options. I can’t tell you the number of people who clicked ALL 5. Yowza. What really got me was how many times this was combined with I don’t have much time to work this, and I’ve never made a sale but I wanna make 10K a month by the end of the year.
Talk about some unrealistic expectations. When you’re starting out it can be so overwhelming. There are so many options, so many shiny things. It’s hard to know where to start because you don’t even know what you don’t know. You feel like you have to try everything to see what you like, and what’s a good fit for you. Yeah, I get that. I did it too, for a year or two. I don’t really see anything wrong with that ~ other than you also want to spend a couple hours a week, and want to make 10K a month by the end of the year. You can’t put out scattered, inconsistent effort and expect to create solid consistent results. It just doesn’t work that way.
More Realistic expectation: This can go one of two ways.
You can decide to work one thing and work your ASS off toward 10K a month. or
You can check out a bunch of different things, figure out what you love and what’s gonna work for you and expect to make no money the first year.
Either one is fine, one is not better than the other, but both are much more realistic.
If you take a good look at how you’re feeling about internet marketing at this point in time you may be able to tie your feelings (whether good or bad ~ gung ho or ready to quit) to some of the expectations you have about how this is going to work. It’s so easy to fall into these myths and expectations and then come up feeling cheated because it didn’t go the way you thought it should.
Bottom line: this is a business. It will only succeed if you treat it as such. It’s the day before a new year. We’ve probably all set our “goals” and expectations for the new year. I encourage you to take a look at the goals you’ve set for yourself. It’s great to have goals, don’t get me wrong, and goals should “stretch” us, absolutley. However, if you’ve set your goals at a point that is too high that they aren’t even attainable you’ll find it much easier to get frustrated and quit.
You might want to think about setting some goals that aren’t about money ~ money comes from action in this business. (You know I’m big on taking action) Why not create some goals that are easily measured and accomplished by the actions YOU take, and are not necessarily dependent on someone else doing something to make them happen (buying products)?
I had set a bunch of goals, of course based on the money I want to earn. I was all excited about them. I picked up a copy of Lynn Terry’s free report about boosting your blog and setting goals for the next year and ended up changing all my goals. While it’s about boosting your blog in the new year it’s a great read and makes you really think about what you want your goals to be.
Now instead of monetary goals I’ve set growth goals for my blog. I’ve got goals to grow the level of community here, grow traffic, grow subscribers, do podcasts, and more. The thing is if I implement and strive for these goals the money will BE there. Those are the actions I have to take to increase my income. So now… instead of scratching my head 6 months from now wondering why I don’t have an extra 5K in my bank account every month I can look and see if my traffic has grown? Has my subscriber base grown? Have I done any podcasts? If the answer to those questions is NO, then not only do I have a reason why the cash is not in the bank, I have a place to start to put it there.
soooo…. here’s my challenge, and I know we’ve done this one before, but life changes, and once we look at our expectations our goals can change. I want to know what you are going to DO this year. What are your growth goals going to be?? Please, share them with us in the comments section! I can’t wait to hear, and remember ~ the magic WILL happen as long as you don’t quit!
Happy New Year ~ I can’t wait to watch you achieve your goals!
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My goals for the year is to have 50 pages on my website, add a blog post or Hub Page or Squidoo to my team’s blog each week. Work on a squidoo lens at least 3 times a week, even if it is just a little change. Continue learning about squidoo. Learn how to do video marketing.
BTW, Jackie, I love your blog and you are so generous with your content.
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Hey Tracey,
Thanks for your kind words, and those are awesome concrete goals! Thanks for jumping out there and sharing!!
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This is all absolutely true. And if people can accept it they will take action and in time they will be making good money. Actually it is refreshing to read this truth instead of hearing over and over from the gurus that it is easy and they are making millions bla, bla, bla…that is where the frustration comes in for the newbies….they think there is something wrong with them or internet marketing because it is not coming easily for them. What the gurus don’t tell you that “yes, it is easy because they work hard at it all the time.” If they told you that you might not buy their products.
That’s why I love following you Jackie. You tell the truth but also show by example that you can make it. You get what you put into this business.
I’m so glad I found you.
Michele
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Jackie,
I so appreciate all the help and information you give so generously. You make things easier to understand. One of my goals for the year is to actually get my niche blog up and running!
I often get the feeling that the only people making real money with IM are the people whose niche has to do with how to make money with IM. I just don’t have the knowledge to sell something like that. Are there some good examples of people making money selling physical products? (Especially using free methods.)
Nancy
I love down to earth posts like these. My goals for 2010 are to work up to the point that I am able to leave my current career behind and make internet marketing my full time career. I don’t need to make a million dollars, but I do believe that working from home full time is the path to happiness for me. I have a newborn on the way and would love nothing more to be able to work out of the house while raising my child. I have specific short term goals that I have set, all very realistic, that should help me in my quest to leave my current line of work. Working up to $2500 a month is one of those goals. A minimum of 30 hours a week of work on this venture is the other. I work 45 a week in my other career but have not made the excuse that I can’t do both and I refuse to. Wish me luck!
Damn… I forgot that one. You can only make money in the internet marketing business. awww… heck no.
In fact, I am planning a whole post on this topic and have been gathering sites to include in that post. Here’s one of my very favorite ones though.
No time for Flash cards. The thing about the non im sites is those people have no compulsion to tell you how much they make a month ~ they have no need to announce or justify their income because they aren’t teaching or touting the benefits (and how easy it is) to make money online. Just about any site on any topic could very well be making money ~ they just don’t post their monthly income stats.
You will also notice this is a blogger blog (free platform)
Here’s another one: I don’t know them personally but with the ranking they’ve got I’m sure they are making money.
http://www.buymountainbikes.net
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Hey Shurling ~ great goals ~ but what are you going to DO to get there? Do you have specific actions lined out ~ goal posts you want to hit along the way to measure your movement and growth during those hours you’re going to spend on your online business?
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Hi Jackie,
I want to thank you so much for taking us newbies by the hand and showing us the way. The time and content you share with us is very much appreciated.
My wife and I built a MLM business old school style that was doing very well, but the last year our income has dropped significantly along with our teams sponsoring rates. A while back I became convinced that we needed to look into the opportunities on the internet to build our business and sponsoring rates back up.
After talking with my wife, I am going to build a platform for her to blog on and share what she has learned in the last 5 years about health and wellness. For myself, I returned to the workforce to help supplement the loss of income, but you and Jennifer have shown me a new frontier out there and the possibilities are limitless. I will take my first baby steps in Squidoo with affiliate marketing and grow from there.
You are wonderful Jackie,
CL
Hi Jackie,
I really enjoy your posts and appreciate the time you take to provide helpful material with no strong sales pitch attached for paid products. My goal is to ultimately establish a strong online business and I realize it won’t happen overnight or by itself.
I appreciate your honest assessments while at the same time providing tools and training to help those who are willing to learn and put in the hard work necessary. It is refreshing to find nice people like yourself and I’m glad to share in this community.
Hope you have a very happy, healthy and prosperous New Year.
Jay
Oh Jackie… This really will sound strange but.. I FEEL SO INSPIRED!
I had ALL of those expectations… the 10K in month and very easy work.. blah blah blah..
Now… I am a total newbie.. at ALL THIS and I found my self very overwhelmed because I don’t know how to do all these things yet. some I am not even sure what they mean.
I also see that there are SO MANY options out there and that too got me overwhelmed and thinking I should have my hands in all those areas too..
but that did not feel right.. felt like I was stretching to thin.. especially when I don’t know what I am doing yet.. So maybe someday I will explore them.
WHAT I DO KNOW.. Is that I love working from home.. being able to be there for my kids anytime.. to have the freedom to go to lunch with a friend or a day trip without having to request time off.
I LOVE THE FEELING OF HAVING MULTIPLE INCOME STREAMS!
I REALLY APPRECIATE JACKIE AND THIS POST.. It is honest and makes sense..
So my goals..
To develop my blog
and build some squidoo lenses
this my sound vague but I am so new at this to detail further would embarrass
my self
Thank you and happy new year
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error on the twitter
Follow me @maliaweinhagen on Twitter!
@CL Affiliate marketing is great ~ and online is also a great way to build your team in network marketing!! You can do both.
@Jay thanks for your kind words, and I really enjoy it so it doesn’t seem like work at all.
@Malia ~ hey girl!! it’s so good to see you here, and I’m really glad you found this post helpful.
Hang in there, one baby step at a time and you’ll be well on your way to that 10K a month. 
Follow me @momtohanna on Twitter!
Jackie,
Thanks for those links. Actually, I have never worried about making monstrous amounts of money online, but I just needed to know I wasn’t working too hard for naught. I’d be thrilled with $500/month at the end of the year.
Nancy
Jackie, another good post. I have been working at this for about 5 months. I used to struggle at writing a EZINE article, and would get them rejected. Now I can write one in an hour and expect them to be approved. An example last August I had 4 approved. This month I have had 12 approved and two waiting for approval.
My message keep at it, it will come.
My goal for 2010, To increase my sales. I was making a sale a month, now I average about a sale a week, I want to be moving up to a sale a day and by the end of the year I want to average 100 dollars a day.
I am fortunate in that I can work at this full time and spend about 5 hours a day at this.
Happy New Year Jackie and everyone else, plus thanks for all the good information!
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It is the first day of the New Year here in New Zealand and I’d just like to wish you Jackie, and everyone here on your blog, a happy and prosperous 2010.
Like Nancy, I used to feel sometimes as if everyone that is making money is in the “make money online” niches. However through you, I have discovered Lyn Terry and through her discovered Rosalind Gardner and see that other niches can be just as profitable.
Do women come at internet marketing from a slightly different direction? Maybe. All I know is that my role models are all female (yourself, Pot Pie Girl, Lyn Terry and Rosalind Gardner). I seem to identify with the processes they follow more.
Anyway – Happy New Year everyone!
@Dawn ~ nice to see you saw the new keyword luv plugin
I hadn’t really thought about it but I too tend to gravitate toward female mentors. Very interesting.
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My goal for 2010 is to work consistently on my blogs and lens that I have built. I plan to put in 5 hours per day. That is part time as I work a full time job. I already have products that sells, however I need to put more campaigns together. I now know what to do, I just need to stay focus.
I wish everyone all the best for 2010.
Ingrid
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Jackie, I am so glad I found you and your helpful sites!
I’ve just spend quite some time reading your inspiring post
and all the great comments… a lot of food for thought!
I printed your survey and answered the questions to clarify
my goals… very helpful thank you… my income goal is $100 a day
with some niche sites besides my main blog.
I have enough time to devote to taking action and creating content
(article marketing)… my difficulties are staying focused and organized and that is mostly because I never get tired of learning!
I’ve been soaking up information for about 3 years and I still spend
too much time doing it…
Fran
Follow me @francivile on Twitter!
Hi Fran,
Did you check out the link to Lynn’s pdf? That would probably be very helpful as well. On the learning front I hear that ~ why not schedule yourself some “learning” time? That way you have some time specifically set aside for learning and you can give it 100% if your attention. Just a thought.
@Ingrid ~ glad to hear you’ve got a plan. I look forward to watching your progress!
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Hi Jackie,
What a great post to start the new year with! I am going to print it out and give it to my family to read too!!! During a particularly bad fight a few weeks ago my daughter told/asked me how they (meaning everybody living in the house… long story) know that I am working when I sit in front of the computer… I only tell them I am working but they never see any money coming in!!!
This post will surely make them aware of the fact that you don’t just open your internet connection, type a few words and the money pours out in buckets.
After purchasing a domain and web hosting six months ago, being coached by a successful internet marketer up to the stage of learning a lot about keyword research, list building, submitting my site to the search engines, social bookmarking, RSS.- article submission (I have Expert Author Status at EzineArticles.. ) press reviews… all the things you have to do to get traffic to your site… I still have to find out how to make money!!!
By that I actually mean how to upload a sales page for the PLR e-book I have re-written nearly seventy percent, designed a new e-cover… , finding a way to receive money/payment/a good payment processor (as a South African citizen I am not allowed to receive money through Paypal)…
coming up with good blog posts (thinking/taking care of translation/grammar/spelling as my home language is Afrikaans… so I think in it/ then have to translate everything… think/write in English) – designing freebies to go with the blog posts… still learning how to use Wordpress…
oh yes, and then making them realise that the time I take to read your posts (and all the other e-books I have downloaded in my quest to build an online business) are not just time wasted surfing the internet but really learning to become successful!
I know deep inside of me that I can make this work, I want to make this work, I have to make this work (I am 55 years old, divorced, so have to make provision for my old age) why can’t my family accept the fact that I am trying to build a business? If I rented a brick and mortar building, slapped down a few shelves and filled it with merchandise, would it have been any better?
Why is it so difficult to get support from our friends and family when we start an Internet business as opposed to starting an offline business? Do we really have to write down all the pros and cons in black and white? Don’t we put in more hours in an online business than an offline business?
Things change much more quickly online than offline, so how do we explain to our families what we are doing when we are sitting in front of our computers for hours learning all there is to learn about becoming successful online?
I for one desperately need some money for a new mirror that would look kindly to my tired, haggard, wrinkly face in the mornings…
If only my family can realise that I am not playing on the internet but am serious about building a business!!!
Anyway, thank you so much for sharing all your knowledge. I really look forward to your e-mails in my inbox.
Hmm, it kind of seems senseless to wish you a Prosperous New Year… know you are going to do well…. but have a marvellous 2010 anyway.
Regards
Elsie
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Hi Elsie,
I get it!! It is tough when you don’t get the support you need from family. When I started out I jumped around and did a lot of things, different mlm companies etc. At some point my hubby just stopped believing I was going to do anything but waste my time. It wasn’t until he started to do our taxes last year that he realized I was actually making money. (and then I got yelled at for not saving stuff the right way, and not paying taxes quarterly etc)
It wasn’t until he saw money coming in that he started giving me some support and treating me like I was an earner in our family. (Which was funny since he had started a new construction company and I had been covering the monthly bills for most of the year?? go figure) It can be tough, but just keep working toward your goals, and believe in yourself, come here for encouragement and when you start making money ~ and you will ~ they will come around. 
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Yes I did get Lynn’s PDF and it is very helpful…
I am suscribed to her blog too!
Here is some encouragement for Elsie… I looked at
your site and I really like it… it does look
professional and no one would ever suspect
reading it and your post here that you have any
problem at all with the english language…
You must be working hard Elsie and I wish you success
in this coming year… you can get a lot of good advice
from Jackie and notice her mention of Lynn Terry’s PDF
report about 2010 blog planning(can’t think of the title)
her site is ClickNews.com.
Best wishes,
Fran
Follow me @francivile on Twitter!
Hi mate, thanks for the wonderful blog, keep up the excellent work in 2010! Loving this stuff!
Jackie, thank you for understanding, this is exactly why I like to read your posts, you have been where most of us are now.
@Fran, thank you for your kind words, positive comments like these can really boost one’s self confidence and be an inspiration to keep working towards one’s goal.
I downloaded Lynn’s PDF and found a lot of good advice in it as well.
May 2010 be the year in which we all start making money while still having fun!
Elsie
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Great post Jackie.
I subscribe to Brian as well and that phrase “People DO NOT fail at internet marketing, they simply GIVE UP before the magic happens.”, always encourages me, very enlightening to see you run with it.
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Jackie-
This is soooooo true! I have heard that quote from several mentors of mine and every time I hear it I believe it even more.
This is a great post and really hits home on so many levels!
Basically, for me, learning to focus and follow through has been hard but definitely has gotten me past that point were I have now seen awesome successes. I am so glad I didn’t GIVE UP!
Thanks for the great tibets here!
Tina
http://TwitterTina.com
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@Tina, thanks for the kind words, great to see you here! It really is true the only way you fail is when you give up. It’s tough sometimes to believe, and the only way you prove it right is to keep trying.
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Totally awesome post, as usual, Jackie! You really are a perfect fit for our group at SSWT, because, of your straight-shooting, genuine, down to earth style! I absolutely love that quote! Very similar to one of my faves – “Don’t quit five minutes before the miracle!” What I am going to DO this year is throw myself back into working on, promoting, and growing MyVeryOwnMail.com and its accompanying blog, BookwormBroadcast.com – I’m super excited about it!
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Awesome advice! I love seeing people write real down to earth information online. There is a lack of that online. Keep up the good work!
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Wow, this post really cut close to my heart…
My first real introduction to IM was 2 years ago with 30DC. I had a lightbulb moment, and finally understood what this whole IM thing was about. That, of course, wasn’t enough and I always felt like everyone in the IM world hold back information, so they can rake in the cash and watch us little people flounder in confusion…
I, too, succumbed to every single one of those unrealistic expectations… And I’ve spent WAY too much money on products promising to teach me everything I need to know to make this work… In fact, I’m in about $3000 debt that my husband knows nothing of… I’m frantically trying everything I can to pay it off, but I keep getting sucked into buying more info products (my most recent was MNF, which was SO worth it!).
So… my goal for 2010 is to pay off my debt and not spend any more money on info products or programs until I start consistently making a monthly IM income. My plan to achieve that is to:
1) Keep reading your blog no matter what.
2) Build one Squidoo lens per week. This week’s lens is what I used for my comment link.
3) Build my Brainstormist site’s Services page so I can work at getting coaching clients.
4) — and this one’s the hardest — Write and submit 1 article per day (a different niche each day).
5) Put systems and templates in place so that when I sit down at my desk, I know exactly what I need to do instead of wasting time wondering “where was I already?”
6) Keep learning IM, HTML, SEO, etc… one little step at a time (without spending money on any more info products).
Thank you SOOO much for being you. Jackie, I don’t know if you know (though I’m sure you do) what a wonderful thing you’re doing helping people like me, a hard-working, honest, responsible mom with young kids, a woman who just wants to help with the family finances by putting in an honest days’ work, without having to put the kids in daycare…
I’m so glad I found you… I finally feel hopeful, which is not something I felt at all during 2009! THANK YOU!
Christina,
Those are awesome goals! You can do it. Did you see that Jeff Herring is running a 100 articles in 100 days challenge? It started today. That might help you stay on track.
About buying stuff ~ Lynn Terry says something that I love, and hadn’t heard before ~ she says only buy what you need to DO what you’re doing now. Only buy what you’re going to need to do the current project from start to profit ~ nothing that you don’t need. I think that’s a HUGE realization. I try things out all the time that aren’t necessarily related to anything I’m working on. So I’m trying to keep that one in mind too!
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I’m always up for a challenge!! The 100 articles in 100 days challenge looks interesting. I’ve just set up reminders/tasks in my Outlook.
Thanks for the suggestion!
I’m not going to go into a ‘thank you Jackie Lee!’ post, because I think the half a dozen or so I’ve done already will suffice
But the extra $500+ dollars sitting in my pocket from the last couple months is proof enough of how much I owe to you and your blog.
My goals for this year:
Main goal: Achieve $100/day (I’m averaging around $8 right now, so that’s a ways to go)
Methods:
1) Following PPG’s One week Marketing plan – 2 campaigns up and running, starting on the third tomorrow.
2) 1 new product lens on Squidoo/week (following the CCB plan)
That’s for the first 6 months. Then I’ll see where I am, and hopefully will have money that I can start re-investing back into myself, and move onto the not-so-free methods with my own domains.
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Kelly, that’s fantastic ~ congrats on your earnings!!
I love your concrete action plan. If I can help please let me know
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Here are a couple more sites to give you ideas of what you can do outside the world of internet marketing!! children’s bedding kid’s chairs
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Hi Jackie, thanks for an inspiring post. My goal is to SURVIVE! With your help I’m going to make it.
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