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Starting an Etsy Business For Dummies, 2nd Edition (1118590244) cover image

Starting an Etsy Business For Dummies, 2nd Edition

ISBN: 978-1-118-59024-9
Paperback
384 pages
August 2013
US $19.99 Add to Cart

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Other Available Formats: E-book

Acknowledgments xi

Introduction: Turning Someday into Payday 1

Part One: The Who and the Why

Chapter 1 Idea Brainstorming: Fun, Fast, and Easy 7

Discover the Three “P’s”: Passion, Purpose, and Profits 9

Is It Sellable? 12

Quick Start Summary 14

Chapter 2 Markets versus Topics: Understand the Difference and Prosper 15

Starting Small Is Better 18

Chapter 3 Determining Market Size: Easy as the Three Bears—It’s Got to Be Just Right 21

Where’s There’s a Good Question, There’s a Great Answer 23

Chapter 4 Your Subscriber Avatar: Knowing Your Ideal Customer 27

Birds of a Feather Flock Together 30

Chapter 5 Competitive Analysis: The Direct and Indirect 33

Two Is Better Than One 33

Quick Start Summary 35

Part Two: Anatomy of Your Business

Chapter 6 A Proven Business Model: If It Ain’t Broken 39

The Pros and Cons of Each Business Model 41

What’s a Guru? 45

No Face—No Name 46

Show Me the Money 47

Chapter 7 Naming Your Inbox Magazine: It’s Got to Be Good! 51

A Name Can Make You or Break You 51

Give the People What They Want 56

Give It a K.I.S.S. 58

Chapter 8 Design and Frequency: It’s All about Engagement 61

When, Oh When 63

Plain Text or HTML—What? 64

Let’s Push It! 65

It Needs to Be Actionable and Useful 66

Stick to Your Guns 67

Your Panache 68

Chapter 9 Software and Systems: Technology Made Easy 69

The Bad You Need to Know 71

You Want to Stay Single 71

Websites Have Never Been Easier 72

Opt Them In—Send It Out 73

Action Step 1 75

Chapter 10 Don’t Wait: Action You Can Take Right Now 75

Action Step 2 76

Action Step 3 77

Action Step 4 78

Action Step 5 79

You Are on Your Way! 80

Part Three: The Useful and the Actionable

Chapter 11 Building Your Panel: Content Is King 83

Three Easy Steps for Putting Your Panel Together 86

Step 1: Brainstorm a List of Potential Panelists 86

“No” Won’t Be an Option 105

Chapter 12 You, the Author: Article Writing Made Easy 107

Alert Yourself 107

Become a Dictator 108

Take It to the Bank 110

Creating the Perfect Article Structure Is Golden 111

Creating Engaging Content 113

Be Remarkable 116

Chapter 13 Sourcing Compiled Content: Done for Your Filler 117

Private Label Resale Content 117

Article Sites 119

Public Domain Content 120

Meat, Vegetables, and Bread 124

Chapter 14 Don’t Delay: Action You Should Take Right Now 125

Reality Awaits 127

Part Four: The Art and Brilliance of a Community

Chapter 15 Landing Pages: Land on It and Squeeze It, Baby 131

Quantity Plus Quality Equals a Great List 131

Long versus Short Squeeze Pages 140

The Elements of a Squeeze Page 144

Get Out of the Headlights 146

Chapter 16 Lead Magnets: Your Ambassador 149

Types of Lead Magnets 151

The Reciprocal 151

Not Peanut Butter and Jelly 152

Be a Leader with Your Lead Magnet 156

Chapter 17 Your First 1,000: It’s a Numbers Game 159

Step 1: Social Media Marketing 160

Step 2: Article Marketing 163

Step 3: Active Content Syndication 172

Step 4: Press Releases 174

Step 5: Viral PDFs/Infographics 176

Step 6: Ad and Resource Swaps 177

Less Is More 178

Low-Hanging Fruit Is Always the Way to Go 179

Part Five: Finally, a Real Business of Your Own

Chapter 18 Let’s Start Monetizing: The Smart Way 183

Affiliate Promotions 183

Nobody Likes Greedy 184

Give Them What They Want 185

The Proof Is in the Pudding 185

Selling Advertising 187

Rates and Data: It’s All in the Cards 193

Evolution in Advertising 197

Brokers and Managers 199

Logical and Methodical 200

Chapter 19 The Publisher’s Matrix: Your Content Empire 201

Determine Your Needs 206

Publisher Method 1: Joint Venture Partnerships 206

Publisher Method 2: Buying and Licensing Content 210

Publisher Method 3: Hiring Ghostwriters 214

Publisher Method 4: Interviewing Experts 217

Do One, Do All 222

Part Six: Big or Small, Your Choice

Chapter 20 Measuring by the Numbers: The More You Know, the More You Grow 225

Daily Key Metrics 225

To Keep the Doors Open = Fixed Plus Variable Expenses 226

Costs in Action 227

Subscribers Are Your Lifeline 228

You Can Improve Only if You Know Your Results 230

Weekly Key Metrics 233

Long-Term Metrics 239

Successful Entrepreneurs Love Numbers 242

Chapter 21 Building Your Team: It’s Good to Be Great! 243

Who and When 244

The Million-Dollar Mark 247

Never, Never, Never Outsource . . . 248

Gross Revenue versus Profits 249

A Good Problem to Have 252

Chapter 22 Positioning for the Sale: Your Big Payday 253

Getting Ready 254

Good Things Come in Threes 259

Start the Right Way 261

Epilogue: Still Growing Strong and Damn Proud 263

About the Author 265

Index 267

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