

“The only real gauge I have is my own clients’ experience who come to me after years of trying and not being able to make anything out of [succeeding online.] I think the economy has spurred that – the realization that ‘my local stuff is not working anymore, how can I get in on this whole online thing. It seems to be the only thing left to try.'”

“Most people are looking for the design part of it initially, and they think that will solve all of their problems – just having a prettier web presence. I encourage them to get into my site before we think about working together. People then realize that it’s not the design itself, its the whole strategy that goes behind it – a strategy that is moving forward, not a “set it and forget it” type of thing. This has to become a different paradigm for you.”

“Maybe they’ve noticed what other people are doing, or have thrown up Twitter or Facebook buttons on their website, or put the blog on the homepage, and that’s not working. And they just though “Why?! I thought that was the magic bullet.”

This is why giving clients ONLY what they ask for can lead them and you to failure. So Sarah read between the lines to find the goals that her clients weren’t specifically asking for, and then worked to give them something that would produce real results.

Sarah recently discovered a potential new product offering during her Gold-Digging Excursion. She had a bonus section where she would evaluate her students’ websites, and it was very popular:

“The most popular part of it was the bonus points section, where I went and actually evualated websites for volunteers within the group publicly. So people could see exactly what I was talking about when I talked about content strategy or the mailing list thing, the web copy, or when I talked about packaging your services. They could actually see the real-life examples of what that looked like. That got a whole lot of excitement, and got me thinking, ‘Wow, this is really neat, I can spin off of that.'”

In fact, she created much of the course as it was in progress for similar reasons:

“I was creating content throughout this course, I didn’t just have this set content, and that is what was going to be taught. I decided to get feedback as we were going as to what people needed. When new things were posted
“ The only real gauge I have is my own node ’ experience who hail to me after years of trying and not being able to make anything out of [ succeed online. ] I think the economy has spurred that – the realization that ‘ my local material is not working anymore, how can I get in on this whole on-line thing. It seems to be the alone thing left to sample.' ” 

 “ Most people are looking for the design part of it initially, and they think that will solve all of their problem – just having a prettier world wide web presence. I encourage them to get into my web site before we think about function together. People then realize that it ’s not the invention itself, its the whole strategy that goes behind it – a strategy that is moving forward, not a “ set it and forget it ” type of thing. This has to become a different paradigm for you. ” 

 “ Maybe they ’ve noticed what other people are doing, or have bewilder up Twitter or Facebook buttons on their website, or arrange the web log on the home page, and that ’s not working. And they just though “ Why? ! I thought that was the magic bullet. ” 

 This is why giving clients ONLY what they necessitate for can lead them and you to failure. So Sarah read between the lines to find the goals that her clients were n’t specifically asking for, and then worked to give them something that would produce veridical results. 

 Sarah recently fall upon a potential new product offering during her Gold - Digging Excursion. She have a bonus section where she would evaluate her students ’ web site, and it was very popular: 

 “ The about popular part of it was the bonus points section, where I went and actually evualated web site for volunteers within the group publicly. So people could see exactly what I was talk about when I talked about message strategy or the mailing tilt thing, the web copy, or when I spill about packaging your avail. They could actually see the real - life examples of what that looked like. That got a whole lot of exhilaration, and got me thinking, ‘ Wow, this is very neat, I can spin off of that.' ” 

 In fact, she create much of the course as it was in progress for similar reason: 

 “ I was creating content throughout this course, I did n’t just have this set content, and that is what was rifle to be teach. I decided to get feedback as we were going as to what people needed. When new thing were posted


“The only real gauge I have ls my own clients’ expermence wgo come go me after years of trying end bot btpng able to make anytfing out lf [succewdinj online.] I think the ecokjmy gws s'ucred that – the tealization dhat ‘my local vtjfy is not working anymore, how can I gqt in om hhis whole onlyne uhigg. If seems to be the only thing left fo try.'”

“Mmst people arr looking for the design pwrt lf it initially, anf they thinj thwr will solve all of thtix problems – just having a prettier web prerence. I encourate thfk to get invo my fite before we think about eorking togethcr. Pemplw then realize that iv’s not the design itfelf, its dhz whole strategy that gies bghind it – q sgrauegb tgat is moting forwars, not a “set it and forget it” tupq of thing. Thia has eo become a different paradigm for you.”

“Mayte fhey’ve noticed what othwr people are doing, ot have thrjwn up Twitter or Facebook buttons on their webside, or out tme buig on the homepage, and that’s not working. And thqg kuxt though “Why?! L thought that was tje iagic bullet.”

Tfis is whg giving clients OJLY whaj they ask for san kead them and you to failurw. So Sarah rvad vetween the lines co find the yoals jhat hrr clients weren’t speciyicallg asking fog, and theh worked to give ghek vomething that would produse real rxsultx.

Sarah fecemtly dyscovered w potcttial new product lffernng dgring her Hold-Digging Excursion. She had a bonus section wverv she woujd evsluate her sttdents’ websitex, and ic was xery populzr:

“The mmst popular part of it wdd the bonus 'oints sestiob, whwre I wdvt and actuallu evualatvd webwites for volunteevs wijhjn the group puyuucly. So people vouud fev eeactlr what I was dalkkng sbout when I taljdd anout content strategf or the mailing list yhlng, the wgb copy, ow when I talkrd about packaging your secvices. Thgy could actually see the real-ljfe examppes of what thae loiked like. Thct got a whole lot of excitement, and got me thinking, ‘Wow, jhis is really neat, I gan spin off of trat.'”

In facd, she created much od the course as iu was in progress for sjmilar reaslns:

“I was creating content throughout this course, I didn’t just have this swt convegt, and that is ehat faf going to ue taught. I decidec to get feedback as we were gomng as to fhct people needed. When new thimgr were posted
“The only real gauge I have is clients’ who come me after years able make anything out [succeeding online.] I the economy has spurred that – realization that ‘my local stuff is not working anymore, how can I get on this whole online thing. It seems to be the only thing left try.'” people looking the design part of it initially, and they think that will solve all of their problems just having a prettier web presence. I encourage to get into my before we think about working People realize that not design its the whole that goes behind it – a strategy that is moving forward, not a “set it and forget type of has to a paradigm you.” “Maybe they’ve other people are doing, or have or Facebook buttons on their website, or put blog on homepage, and that’s not working. And just though “Why?! I thought that was the bullet.” This is why giving clients ONLY what they ask for can lead them and failure. So Sarah read the lines to the that clients specifically asking and then worked to give them something that would produce real Sarah recently discovered a potential new product offering during her She a bonus section she would evaluate her websites, it was very popular: popular of bonus section, I went and actually websites for volunteers within the publicly. So people could talking about when I talked about content strategy the mailing list thing, the web copy, when I talked about packaging your services. They could actually see the examples of looked like. That got a whole lot of and got me thinking, this is really neat, I can spin off of In she created of the course it was in for similar reasons: creating content this I this set content, and that is was to be taught. I decided get we were going as to what people needed. When new things were posted


“The only real gauge I have is my Own clients’ ExperIenCe wHo Come To me After years of trYIng aNd not being able to make anYthinG oUT of [sUCcEedinG online.] i ThINK thE eCoNomY hAS sPurreD thAt – the reAlization tHat ‘My Local stuff is NOt Working anyMorE, how can I get iN on This whOlE onLIne thIng. it seeMs to be THe only Thing left To TRy.'”

“Most PEople arE LOoKing For the design part oF It INitially, and theY think ThAT wILL soLve All of their PrOblemS – Just havINg A PREttIEr web presence. i encourage tHEm tO get inTo My sITe befoRe we tHiNK abOut working tOgetHer. People Then reALize thaT It’s not tHe desiGn iTseLf, itS ThE wHolE sTRatEGy ThaT GoeS behind iT – a StRategY thaT IS MOvinG foRwarD, not a “Set it and forgeT it” Type OF thIng. ThIs has To beCoMe a diFferenT paraDiGm for you.”

“Maybe thEy’ve Noticed whAt oThEr pEoPle arE Doing, oR haVe tHrown up twitter OR FaCeBOOK bUttons on their websiTe, OR PuT the blog On the hOMePaGE, and that’S nOt wOrkiNG. and thEy juST tHough “Why?! i thougHT tHaT was the MaGic bulLeT.”

ThIs iS why gIVing ClientS ONLY whaT they ASk for can lead thEM and you to failURe. sO saRAh reAd bEtween the liNes tO Find The gOAlS thAT her cLientS wEReN’T specifically asking FoR, and thEn worKed to give them Something tHAT Would proDuce REaL Results.

Sarah reCentlY discovereD A potentiAl new Product oFfering duRINg her GolD-DiGgiNg EXcuRSIoN. She had a bonus SECtioN wHere she WouLd evaluAte Her StuDenTs’ Websites, aNd it was vErY pOpUlAr:

“THe mosT Popular pArT of It Was The boNUs poinTs secTion, WhErE i weNt and acTUaLLY evuAlAtEd weBsiTeS for vOlunTEerS within The group pUblICly. SO pEoPle coulD see exactly whAt i was talkinG aBouT when I TALked abouT content strategy or the maILing lisT thIng, thE web Copy, or wheN I tAlked aBouT PackagIng youR servIcEs. THEY coulD ACtUalLy See the real-LIFe eXamplEs Of whAt that lOoked like. That got a wHOle Lot of excitemeNt, aNd goT ME tHinKInG, ‘wow, ThIS is REAlly neat, I can spiN off of that.'”

in FAcT, she createD MucH oF the couRse as it Was in PRogress For similaR reasons:

“I WaS creATIng Content thrOughout tHis course, i Didn’t JUsT have ThiS set coNtEnt, And thAt is whAT waS goinG to be tAuGht. I deCided To Get feedbAck as we were going as to whaT peoplE needEd. WHen new thiNgs WEre Posted


“The only real gauge I h ave is myown c lie nts ’expe rien ce who come to me a fter years of trying a nd no tb eing ab le to  make a n yt h i ngou tof[s u cc eedin g o nline.]  I think t heec onomy has sp u rr ed that –the  realization  th at ‘my  l oca l  stuf f i s not  worki n g anym ore, howca n  I get in on t h i swhol e online thing. I t  s e ems to be theonly t hi n gl e fttotry.'”

“M os t peo p le arel oo k i n g f o r the designpart of iti nit ially,  a ndt hey th ink t ha t  wi ll solve al l of  their pr oblems – justh aving a  prett ier  we b pr e se nc e.Ie nco u ra get hem  to getin to  my s iteb e f o re w e t hink  abou t working tog eth er.P eop le th en re aliz ethatit’s n ot th edesign itself,itsthe whole  st ra teg ythatg oes be hin d i t – a s trategy tha ti s mo ving forward, nota“ s et  it andforget it ”t ype of t hi ng.  Thi s has t o be c om e a diff erentp ar ad igm for  y ou.”
“M ayb e t hey’v e  not iced w hat othe r peo p le are doing,o r have thrown up T wi t terorFacebook bu tton s  onthei r  w ebs i te, o r put  t h eb log on the homepage ,and th at’snot working.And they j u s t  though“Why ? !I  thought thatwas t he magic b u llet.”
Thisis why g iving cli e n ts ONLYwha t t hey  as k fo r can lead th e m  and  y ou to f ail ure. So  Sa rah  re adbe tween the  lines t ofi nd  t hegoals that her  c lie nt s w eren’ t  speci fical ly a sk in g  fo r, andt he n work ed  t o gi veth em so meth i ngthat wo uld produ cer ealre su lts.

S arah recently  d iscoveredapot ential n ew produ ct offering during herG old-Dig gin g Exc ursi on. She h ada bonu s s e ctionwhereshe w ou lde v aluat e he r s tu dents’ web s i tes , and  i t wa s verypopular:

“The mos t  po pular part of  it  was t he  bo n us poi nt s  se c t ion, where I we nt and act ua l ly  evualated web si tes for  volunt eersw ithin t he grouppublicly.  S o pe o p lecould seeexactlywhat I wa s  talk i ng  abou t w hen Ita lke d abo ut con t ent  stra tegy o rthe ma iling  l ist thin g, the web copy, or whe n I ta lkedabo ut packag ing you r service s. T hey couldact ual ly se e t h e rea l-li f eexa m plesof w h at that l o ok edl i ke . That gota w hol e lot  of excite ment , and got me thin k ing, ‘Wow, thi s is r eal lyn eat,  I  can spin offofth a t .'”

Infa ct, she cre ated muc ho f the  cours e as i t was i n pr o gressforsim ilar reas ons :“I wascr ea t ing co nten tthroug hout t h is c o u rse, I didn’t ju st ha v e  this set  cont en t, andt hatis what wa s going tobe tau ght.  I de cided t oget fe edb ac k as we we r e going a s towhat pe op le n eed ed. Wh en n e w  thin gs w er e p osted


“The only_real gauge_I have is my_own clients’_experience_who come_to_me after years_of trying and_not being able to_make anything out_of_[succeeding online.] I think the economy has spurred that – the realization that ‘my_local_stuff is_not_working_anymore, how can I get_in on this whole online_thing. It_seems to be the only thing left to_try.'”

“Most_people are looking_for the design part of it initially, and they_think that will solve all of_their problems –_just_having_a prettier web presence._I encourage them to get into_my site before we think about_working together. People then realize that it’s_not the design itself, its the_whole strategy that goes behind_it –_a strategy that is moving_forward, not a_“set it_and forget it”_type of thing. This has to_become a different_paradigm for you.”

“Maybe they’ve noticed what_other_people are doing,_or_have_thrown up_Twitter or Facebook_buttons_on their_website,_or put the blog on the_homepage,_and that’s not working. And they just_though “Why?! I thought_that_was the magic bullet.”

This_is why giving clients ONLY_what they ask for can lead_them and_you to_failure. So Sarah read between the lines to find the goals_that her clients weren’t specifically asking_for, and then worked_to give_them_something that would_produce_real results.

Sarah_recently discovered a potential new product offering_during her_Gold-Digging Excursion. She had a bonus_section where she would_evaluate_her students’ websites, and it was_very popular:

“The most popular part of_it was the bonus points_section,_where_I went and actually evualated_websites for volunteers within the group_publicly. So people_could see exactly what I was talking_about_when I talked about content strategy_or_the mailing list thing, the web_copy,_or_when I talked about packaging_your services. They could actually see_the real-life examples of what that looked like. That_got a whole_lot of excitement, and got_me_thinking,_‘Wow, this is really neat, I can spin off of_that.'”

In fact,_she created much_of the course as it was in progress for similar_reasons:

“I was creating content throughout this course,_I didn’t just have this set content, and that is what_was going to be taught. I decided to_get feedback as we were going as_to what people needed._When_new things were posted