Hardly a week goes by when I don't get a call from an on-line
beginner, a "newbie," who wants to consult with me on their
business concept. Often, they haven't started building a
website, so they've reached me at the perfect point in the
process.  Very often they're really excited by the possibilities
that they see, and the ideas that they're generating.

I'm sure, at this point, all of the sage old-timers are sitting
their nodding.  We were the same way when we first started
out.  We somehow starting looking to the Internet as the
answer to how we could earn some extra income or as a way
to escape from our old JOB.  When we started looking around
the Internet at what was offered our heads started spinning.

To the newbie reading this, I'm no way making fun of you. I
earn part of my living from teaching you, so I have the utmost
respect for you.  In fact, if you take a look at the obvious, big
successes in "Internet Marketing" today, you will notice that
many of them are relative newbies.  Some, like Yanik Silver or
Alex Mandossian, seem to have come from nowhere.  Actually,
both of these guys have very solid foundations in direct 
marketing, so when they hit the Internet they only needed to 
apply what they knew from the offline world.

What is noticeable is that many of us follow a set pattern when 
we start building our Internet empire.  There is a "syndrome" 
that we all seem to get, and it has killed more than a few 
businesses. Let's look briefly at that syndrome.

The first symptom is the thought that we have discovered
something new, or that we are the first one who has thought of
a given idea.  Notice I said "we," because I went through the
syndrome myself :-)

As we notice all of the products or services that we can become
affiliates for, we get the brilliant idea of creating a site that
compares them all.  We decide that we will educate the next
batch of newbies about which ones are the best. So we get busy
building a website that's like a supermarket, where the Internet
marketer can find anything and everything.

This first symptom indicates that we haven't done enough 
research. If we do our research first, we'll see that there are 
already THOUSANDS of sites just like the one that we are thinking
about creating.  If we dig a little deeper, we'll also find the 
owners of these sites on discussion lists and forums asking how 
they can improve business. That should be your first warning 
sign that the "supermarket-type-site" is generally not the 
answer.

The next symptom one often observes is the newbie actually hears
someone say, "Find a problem and provide a solution to it."  A
few then go back to the supermarket model since they're
trying to solve the problem of helping other Internet marketers
be successful.  What's basically flawed in that idea is that 
they're trying to teach something they... usually, haven't  
learned yet.

A second problem with this approach is that they're choosing
to compete with those who're already very entrenched and have
often been marketing competing products for 5 or 6 years.  Why
go up against them?  Learn from them, and then approach the
market from a different angle.

Others with symptom number two, dig a little deeper and recognize
that there's a huge market for information products. They look at
WordTracker or other keyword research tools and see that people 
are interested in golfing, fishing, kids, health, better romance,
making or saving money, etc. So they decide to build a site on 
one of these topics.  So far so good, but...

When they decide to develop that "golf" website they decide to
target "everything golf."  They jump right into the fray, build 
a huge site, and to get some immediate traffic, they start 
bidding on Overture, or Google, for the keyword "golf."  

"What's wrong with that?" you ask.  A better approach would be
to pick a tiny niche within the market and then cater to it.  
For example, maybe just create a site for golfers with physical 
handicaps and offer products to make it easier for them.  Or 
maybe just focus on vacation packages to resorts with great golf 
courses.  If you're going to use pay-per-clicks to drive initial 
traffic to the site, bid on obscure or less competitive 2-5 word 
phrases that are searched on, but which won't cost you a fortune 
per click.

Here' s the piece of the puzzle missed by many newbies and even
some old-timers... You must have a website with a tested and
proven, predictable conversion process.  It does absolutely no 
good to drive tens of thousands of visitors to your site if they 
leave without buying.  So take a good look at the whole 
experience offered by your site.

Begin by asking yourself, "What is the path a visitor takes as he
lands on my  homepage or landing page?"  What steps does the
site lead him to take?  If the site doesn't lead your visitor 
down some path, don't waste your money on traffic generation 
until you fix that! Your visitor needs to be told what to do 
when he gets on your site. If he is confused, overwhelmed, or 
turned off by any aspect of your site, that's the problem that 
you need to fix first.

A third symptom that I see newbies display is that they get a 
fancy, self-replicated website with all of the bells and 
whistles. They are so impressed with this magnificent monstrosity 
that they just know anyone that they send to the site will be 
too.  They are so impressed by the fact that the script running 
the site inserted their name or ID number that they want to show 
the world.

The cure for symptom number three is to sit back and ask 
yourself, "So what!"  All that matters is that your visitor sees 
how this site is going to make his life better... and that 
should jump right out at him.  If he has to spend 30 seconds 
watching a flash intro of the company icon, and reading about 
the company's president, he is probably just going to leave.  
DON'T make your visitors have to work to become your customer.  
DON'T waste your time promoting a site that forces them to 
work. It's too difficult.

There are many other symptoms of newbie syndrome. We don't have
the time to go over all of them here.  A final one that I will 
mention is just the idea that you've discovered an untapped 
market. When you come up with an idea for a product,  and you 
see no real competitors, look carefully before you start to 
"fill that gap."  Ask if  there's really a market for what you 
have in mind.  Often, others will have tried what you're 
thinking of and given up. You can often find remnants of their 
efforts as warning signs.

We've looked at a few symptoms of newbie syndrome, something
that most of us go through.  What's the cure or preventative?  
It's doing thorough research.  It's understanding the website
conversion process. It's testing little things and then only 
rolling out a project when test results indicate that this is 
the prudent thing to do.  Test small before spending a lot.

I strongly suggest that practically everyone I consult with read
the ebook, "Small Changes: Big Profits," by Paul Hancox. It
explains how making very small changes in your promotions,
or to your website, can often make incredible differences. It 
also explains how to easily test and track everything.  You can 
get a copy of this ebook at: http://TheRealSecrets.com

I mentioned earlier that some newbies succeed very fast and
surpass many old-timers who been trying to build an online 
business for a long time. I've just revealed their secret 
weapon. They test and track everything.

If you don't track the results of all of the different things 
you're doing, you have no real way of knowing how well you're 
doing.  Many old-timers know this, but STILL don't do it.  You 
do it,  and not only will you cure yourself of newbie syndrome, 
but you'll be able to see "measurably" that you are succeeding!