Chad Barr - Million Dollar Web Presence: Leverage the Web to Build Your Brand and Transform Your Business

Publisher: Entrepreneur Press

Cover Design: Andrew Welyczko

Production and Composition: Eliot House Productions

2012 by Entrepreneur Press

All rights reserved.

Reproduction or translation of any part of this work beyond that permitted by Section 107 or 108 of the 1976 United States Copyright Act without permission of the copyright owner is unlawful. Requests for permission or further information should be addressed to the Business Products Division, Entrepreneur Media Inc.

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Library of Congress Cataloging-in-Publication Data

Barr, Chad.

Million dollar web presence : leverage the web to build your brand and transform your business/by Chad Barr and Alan Weiss.

p.cm.

Includes bibliographical references and index.

ISBN 978-1-61308-171-6

1. Internet marketing. 2. Internet advertising. 3. Branding (Marketing) I. Weiss, Alan, 1946 II. Title.

HF5415.1265.B3337 2012

658.872dc232011048750

16 15 14 13 12

10 9 8 7 6 5 4 3 2 1

With great love and gratitude to my wife, Laurel; my kids, Sharon and Yoni; son-in-law, Hillel; and my greatest shining stars, grandkids Dafna and Liav; I dedicate this book. My mother, Zahava, of blessed memory, lives on in all I do each day.

CHAD BARR

To my twin granddaughters, Alaina and Gabriellethey are now three years old, and by the time they are able to read this book I hope its obvious to them that Chad and I invented the internet.

ALAN WEISS

M any people dream but only the luckiest ones turn those dreams into a reality. My mentor and friend, Alan Weiss, has inspired and led me to reach the goals that I continue to set for myself. The path I journeyed has afforded me the blessing of many great friendships, which grew out of the unexpected twists and turns along the way. Phil, Guido, Kim, Libby, Stuart, and Alex along with my remarkable clients have been some of my greatest teachers. They remind me there is yet so much love, kindness, and compassion in this ever chaotic world we share. To our dedicated clients: Your desire to raise the bar is the fuel that keeps our innovative fire burning.

Chad Barr

I d like to thank my collaborator, technical genius, and good friend, Chad Barr, for doggedly persevering with what was a casual conversation and intent some time ago, and producing the excellent content youll read herein. Thanks to Jeff Herman, super agent, who is constantly supportive and the most phlegmatic guy in this tough business. And my appreciation to our clients, who have utilized our services and help, many of whom graciously gave us permission to use their sites and intellectual property in this book. It couldnt have happened without them.

Alan Weiss

W alt Mossberg, the highly regarded technology columnist for The Wall Street Journal, told us when we were together in Naples that, No one talks about plugging into the electrical grid, and, similarly, we are going to stop talking about going onto the internet. Were already on it all the time.

Never before has it been this easy and risky to accelerate our brands, growth, and businesses globally. We say risky because the amplification that many boast about is really a cacophony, just as often drowning out the valuable while intensifying the banal. Hundreds of millions use social media platforms daily, and, at this writing, there are more than 200 million blogs extant!

Most are crap.

If you throw a rock down the street you have even-odds chances of hitting an internet marketing expert. There are millions of pages of text, video, and audio created daily. Our intent is to take you above this fray strategically, so that you can re-enter it with a brilliant tactical plan. Weve not only done this for our own businesses, but also for hundreds of clients.

Its somewhat rare for a technical and strategic expert to join forces, but weve had a highly successful relationship for a decade, and have pioneered some of the most efficacious technological and business approaches anywhere. Well help you immediately translate your intellectual capital into intellectual property, and then accelerate its dissemination; leverage the web to enable your highest potential buyers to immediately realize your worth; and move you to a global presence faster than you can move to the next state or province.

Were going to explain why virtual communities and the reciprocating, exponential value of these communities resemble the iPhone and can parallel its growth. Well help you become a thought leader who is respected worldwide and an object of interest to others. Well tell you how something as simple as a Tweet can become a high-margin workshop or teleconference.

Were going to help you create dynamic Marketing Gravity while decreasing your labor intensity and dramatically increasing your fees.

And just to ensure that the dynamics of this world and our own ongoing creations dont outstrip this book, were going to provide you with continual updates and new intellectual property of our own, on our sites, for you to download for free.

Sound like a good deal? You havent seen anything yet. Read on!

Chad Barr, Shaker Heights, OH

Alan Weiss, Ph.D., East Greenwich, RI

January 2012

When we began working with Burst Multimedia years ago, the CEO, Jarvis Coffin, explained passionately that the web is the ultimate repository of highly qualified content. What he so eloquently meant is that anyone can find virtually any specialized content quickly and easily. A New Zealander who collects Swedish stamps from the 19th century neednt engage in lengthy correspondence and expensive phone calls to find the quarry.

At this writing, the phrase 19th century Swedish stamps yields 441,000 entries on a Google search.

For all of us in business, its no longer business as usual, and will never be again, which is why virtually every stamp retailer has left Main Street and its overhead for either web-based sales or retirement. As these words are typed, people from around the globe flock to our online communities exchanging information about markets, fees, ethics, hiring, proposals, and so forth. Yet the credit and value for this opportunity accrues to us, even though were not currently there, because we created the community that enables such value to be exchanged.

We have created doppelgangers, tangible duplicates of ourselves that provide for simultaneous relationships and ensuring value around the clock, across continents and cultures. More than mere simulacrums, the web communities enable others to engage in real time or through time shifts. We dont have to be physically present any more than a site owner has to be present while a customer places an automated order.