I've covered before how to leverage your product income, as well as the real basics to economics. But unfortunately, I can't find these links for you. Let's recap (quickly): I. Economics consists of four inter-related functions, not just two as is taught - Supply Demand Information Service Defined: Supply means having a valuable product, but also covers how much competition you have - if you are selling a commodity product (and so have to compete on price as well.) Demand - is anyone actually looking for your product and how much can they afford to pay for it. Information - are you actively promoting this product so people can find you? Service - are you delivering high quality, or schlock? These inter-relate: More promotion will increase demand. Low-quality will decrease demand - and if you are selling tainted peanut butter, can decrease supply as well. Non- or slow-delivery will decrease demand for your product. Information: An incorrect price (too high or too low) can affect demand...

1. Online Sunshine Plan
Excerpt: Chapter I - Article 03
by Dr. Robert C. Worstell

2. Copyright © 2009 by Robert C. Worstell. All rights reserved.
No part of this publication may be reproduced, stored in a retrieval system,
or transmitted in any form or by any means, electronic, mechanical,
photocopying, recording, scanning, or otherwise, except as permitted under
Section 107 or 108 of the 1976 United States Copyright Act, without the
prior written permission of the Author.
Limit of Liability/Disclaimer of Warranty: While the publisher and
the author have used their best efforts in preparing this book, they make no
representations or warranties with respect to the accuracy or completeness
of the contents of this book and specifically disclaim any implied warranties
of merchantability or fitness for a particular purpose. No warranty may be
created or extended by sales representatives or written sales materials. The
advice and strategies contained herein may not be suitable for your
situation. You should consult with a professional where appropriate.
Neither the publisher nor the author shall be liable for any loss of profit or
any other commercial damages, including but not limited to special,
incidental, consequential, or other damages.
This excerpt from Beta release 0.1

3. Table of Contents
Online Sunshine Plan ....................................................................
0. Introduction...........................................................................1
How to get the most out of this book ......................................6
How this book is set up ...........................................................9
I. Purpose/Passion - what drives you, what makes you
really happy? ..........................................................................12
Articles: ..................................................................................16
II. Business Basics ................................................................48
Articles: ..................................................................................54
III. Market Research .............................................................115
What is marketing? What is a market? ................................115
How to research for your community-market ....................118
Keywords, their care and feeding: Niches...........................122
Keywords, Their Care and Feeding: Finding Them ............127
A possible approach to keyword research ...........................131
The short version of keyword research - 9 steps: ...............135
The convention analogy .......................................................136
How search engines used to work .......................................139
Where to look for your keyword research - Part I - Basics . 141
Where to look for your keyword research - Part 2 - The Real
World ....................................................................................144
Where's the money? I'm from Missouri - show me.............146
Finding and Building Your Community..............................150
Learning from the Experts in your Niche.............................151
Finding your way out of this wet paper bag ........................153
Articles: .................................................................................155
IV. Your Sales Funnel - ........................................................179
Lining up your chickens .......................................................179
Collecting up your eggs into baskets. ..................................182
That narrow end of the funnel isn't, really. ........................184
Copywriting - how to talk your walk ...................................187
Articles: ................................................................................193
V. Search Engine Optimization ...........................................212
Why do people think search engines are important? .........212
Search Engine Myths ...........................................................214
Strategies old and new .........................................................216

4. Names to follow and why .....................................................221
Recommended Products ......................................................221
Articles: ................................................................................222
VI. Promotion .......................................................................242
Networking and Promotion ................................................242
Social Media Defined...........................................................244
The care and feeding of social media ..................................247
There is no ROI in Social Media Marketing .......................250
So how do you convert viewers to clients through Social
Media? ..................................................................................252
Now for the Social Media All-You-Can-Eat-Buffet ............254
Write once, publish many ways, many formats .................260
Addtional Online Promotion ..............................................263
Offline and Classic Promotion ............................................266
Articles .................................................................................267
VII. Summary ........................................................................310

5. The Online Sunshine Plan
How to get your start up small business (more) profitable.
I've covered before how to leverage your product income, as well as the real
basics to economics. But unfortunately, I can't find these links for you.
Let's recap (quickly):
I. Economics consists of four inter-related functions, not just two as is
taught -
1. Supply
2. Demand
3. Information
4. Service
Defined:
• Supply means having a valuable product, but also covers how much
competition you have - if you are selling a commodity product (and
so have to compete on price as well.)
• Demand - is anyone actually looking for your product and how
much can they afford to pay for it.
• Information - are you actively promoting this product so people
can find you?
• Service - are you delivering high quality, or schlock?
These inter-relate: More promotion will increase demand. Low-quality will
decrease demand - and if you are selling tainted peanut butter, can decrease
supply as well. Non- or slow-delivery will decrease demand for your
product. Information: An incorrect price (too high or too low) can affect
demand.
23

6. Dr. Robert C. Worstell
Lately, I found there are some other terms floating around, which also
describe and actually combine economics and leverage - called Marketing
Mix. While I have to do another post to actually define this in non-
gobbledygook language, you can see that these four economic principles
above are actually a very workable description of how to set up your own
marketing mix.
II. Income Leverage - Most marketing is based on simple math - and is a
numbers game. Some relevant facts:
• The bell curve predicts that most of your buying public will be only
consumers (until you turn them into subscribing clients).
• Additionally, this predicts you will have a base conversion of 2-3%
(if you make no hideous errors in your sales copy.)
Your profit (or any retailer) is dependent on a simple formula:
Leveraged Sales - Overhead
or
(Products x Sales x Outlets) - Overhead
Definitions:
• Products: Number of products you are offering.
• Sales: Number of sales you get per week or per day.
• Outlets: Do you only have one website?
• Overhead: Cost of doing business (payroll, webhosting, taxes).
Examples:
• When you are selling one product per week on one site, you have a
leverage of 1.
• If you increase the volume of that products sales to 100 per week on
that website, you have a leverage of 100.
24

7. The Online Sunshine Plan
• When you routinely sell 20 products 100 times per week - this
increases to 2,000.
• If you get 100 affiliates selling your product, your leverage is now
200,000.
Now subtract your overhead and you'll see that a brick-and-mortar store
selling one product per week will have to sell a very expensive product to
cover it's costs. This would be a high-end luxury car, or an expensive dress
or suit. If you are selling one product on the web, you only have to cover
your item cost, shipping, plus your web host. Online is obviously cheaper.
Sell an info product which is instantly delivered and is created digitally
when it is sold - and your overhead is mostly just your web host cost.
However, when you use affiliates to sell your stuff and give away 50% of
your sales price as a commission, then you are trading half your profit on
those sales - which you wouldn't have gotten otherwise. So if you sell 2,000
info products yourself at $20 each, that's $40,000 profit. If you get 100
affiliates to sell them at half price, you just increased your profit by
$200,000. But you didn't have to do anything except set up your affiliate
sales to pay their commission after you delivered the product. $160,000
increase in profit over doing it all yourself.
Now, here's the Marketing Mix.
That post on the bell curve above covers why you want to move over to
subscribers. Your conversion rate goes up from an average 2-3% upwards to
above 50% or more.
This means that every time you add a new product to your shopping cart
(and promote it to your list), you aren't just increasing your leverage value
by 1 or 1,000 - you are also increasing it by a percentage of the number of
people on your list. So the new formula becomes:
([Products x Sales x Outlets] x Subscribed Clients) - Overhead =
Profit
And guess what - your affiliate sales outlets also have lists. So if you tell
them about your new product (and send them one so they can see how good
it is), then this can take your profits into a completely new range.
Assuming 50% of the subscribers buy - and say cumulative you have about
25

8. Dr. Robert C. Worstell
100,000 subscribed clients between you and your affiliates - so take a new
$20 product and figure that on release day, you'll have about $20 x 50,000
= $100,000+ profit in about 24-48 hours.
And now you see how Rich Sheflin, Jack Humphrey, and some of these big-
name marketing guys can rake in the dough by simply releasing a new
product 5 or 6 times per year. All info products and mostly sheer profit. The
rest of the time, they sell their "velvet rope" subscriptions so people can
have "exclusive" access to their new products (and almost guarantee they
will buy them at a "discount" in advance of the sales date). Humphrey used
to sell a subscription to over 3,000 people at around $90 per month. A
clean $3.24M income - and he worked hard to make sure those people got
good value for that money, plus was able to afford a small crew working to
provide that value. (A couple of $50,000 yearly salaried programmers
wouldn't take too much of a bite out, would it? Or give them a percentage of
the profit instead - keeps them looking to see how they could improve
things to increase monthly, quarterly, and annual profit...)
Do the numbers on that: $100,000 6 times a year = $600K. Add in the
subscriber monthly fees - and you get nearly $4 million in gross income per
year. Overhead might run a quarter of that or less, so you have about $3mil
profit every year. Not that this happens overnight, but certainly it is possible
- as outlined above.
Now, there are a lot more details to this. And I hope to go into these in later
posts, time and inspiration permitting...
III. Putting this into use for yourself or your company:
For the small business owner, or someone considering a start up, this
means a couple of things to increase your profits:
1. Keep adding quality products every week (that's 50 or so additional
products per year!)
2. Continue promotions and add to these so more people can find your
site.
3. Get all possible new and existing customers to sign up for your
mailing list.
4. Get your new products up on affiliate sites as quickly as possible.
26

9. Thrivelearning Guide
Find ways how to improve your life, run a
successful online business, get your freedom
back.
Thrivelearning System - A Guide
I've searched over the Internet for really workable programs for more than a
couple of decades. The main criteria was that they had to work and they had
to help people actually improve their lives. The goal is that people are enabled
to get their abundance which is already native.
People don't know how simple it is to have a peaceful, free life. They don't
know that starting an online business does have a learning curve, but when
you find the right mentor and the right partners, it can be really simple and
successful.
So these programs each individually work. But the real power is that they
integrate into a powerful system that is more effective than the single parts.
There are two approaches to this - Spiritual and Business
Spiritual: You should be able to have all the freedom, peace,
and abundance you could ever want.
Business: You can and should know how to leverage the
Internet to make your own online success.
Like many, I was caught up in the “get rich quick” “how to make money
online” schemes that are very often pushed with Internet Marketing.
And it took me a long time (over a year) to learn enough to earn my money
back out
of the scheme I bought into. (No, I had to attend “Hard Luck U” and sweat it
out with a keyboard and Google searches - it wasn’t found in the “training” I
bought.) And that company has improved considerably since that time - it
was lessons all around, the way I saw it.

10. But since then, I’ve really discovered how to thrive - by discovering and
testing the exact techniques of self-help and spiritual training which will
attract any amount of money or abundance you want. No “institute” required,
no expensive ”schooling” or “coaching” - learn at your own pace, from your
own home.
Now I am starting to regularly earn money working at home, mostly from
online affiliate sales and my own books . It’s not hard to learn, if you want to
invest your time (and a little cash here and there.) But you only get out what
you invest of your self…
Here’s the programs I found that actually work:
Spiritual
1. Find your inner peace - Use Release Technique
2. Learn how to remain calm under stress - Use Silva Life System
3. Thrive financially with your Millionaire Mindset - Learn from T. Harv
Eker
4. Simply Wake Up and Live! - Dorothea Brande's classic.
5. Get a library of proven, workable materials - Spiritual Training
Materials
Business
1. Do market research for products which can factually earn you online
income - Chris Malta's Worldwide Brands
2. Master social network marketing - Charles Heflin’s Synnd
3. Get a site builder and web host with decades of experience -Ken
Evoy's Site Build It!
4. Find the simplicities to protecting yourself legally – Dr. Frederick
Graves' Jurisdictionary
5. Get and stay scam free from here on out - Get Scam Free (book and
online course)

11. Release Technique
Release Technique is simply learning to actually
look at what is happening around you and letting
go of what you don't want. Too easy, actually.
Some people have to know more about such a
technique before they can really put it to use in
their lives. Larry Crane used it to save his life. He
was already a millionaire - even on the cover of
Time - but found he wanted to commit suicide because of his own inner
stress. He met a guy named Lester Levenson, who taught him to release the
inner programs which caused that. Larry changed his life – and has been
teaching and promoting this course ever since.
Silva Life System
Laura found herself in trouble. Her health was
failing, she couldn't keep a job, she was
desperately "in love" with someone who only took
advantage of her. Then she rediscovered for
herself the system of active meditation she had been involved with since
childhood, literally growing up around it. Once she put this to use in her own
life, she became more and more successful as she applied it. Now happily
married with several children, she has devoted her life to continuing her
father's proven program of active meditation. More people than ever have
found how easy it is to meditate through Jose and Laura Silvas' works. There
are reportedly millions internationally who are using Silva materials to gain
calm, successful lives. You can, too.

12. Millionaire Mind Intensive
The key point is that you have to re-learn all
you've learned up to this point about money.
What he starts out to begin with is to tell you,
“Don’t believe anything I say, but try these ideas
out in your own life - and trust these ideas you
are trying.”How Eker gets you to re-train your
millionaires mind isn't all that new. But he took
up the study of millionaire and rich-people psychology in earnest so solve his
own inability to make and hold onto money. While he made (and lost)
millions early in his life, it was his own studies into how people did this which
made him an international success. Now he spends his time only in helping
others to adjust their own Millionaire Mindset
Wake Up and Live
I was introduced to it by Earl Nightingale (of "Our
Changing World" fame). It was in his "Strangest
Secret" recording where he introduced her now
famous credo:
"Act as though it were impossible to fail."
And she explains how she got to that point in this book. The first section is an
autobiography of sorts, explaining the gist of her discovered philosophy of life
- and how that credo lead her straight to an amazing career after a rather
mundane existence prior. Newly republished in an easy-to-read format, this
book is an essential classic for anyone's library.

13. Spiritual Training Materials
For anyone to really make their way through life,
they have to find and follow mentors. With our
modern Internet Age, you no longer have to take
time out and travel to distant lands in order to sit
at the feet of a Master and absorb their knowledge.
Even the long-passed can reveal their secrets from
their book sand materials. I've assembled a short
list of books which have been proved time and again to hold the secrets to all
health,wealth, success, and relationships. The path is there - you have only to
walk it. Build your library today!
Web Site Builder
Site Build It! is the only product that takes the
time to prepare you to build a profitable business,
before you jump into building your site. For the
beginner, your learning curve will be shorter and
you’ll bypass any show-stopping errors. For those experienced in site-
building, SBI! deepens your level of understanding. No matter who you are,
you are guided all the way until you succeed. This approach symbolizes SBI!’s
steady-and-sure approach. It’s definitely not GRQ (Get Rich Quick) and keeps
you from getting distracted by false promises or dead-end tools and strategies
that end up costing more money. Experienced users will appreciate avoiding
time-wasters that don't help you succeed. Think of it as a simple, direct, hype-
free path that leads to success. Check it out for yourself.
Profitable Market Research
The reason Chris started WWB is just because he
knew how profitable it was to sell for others - but
ran into the same shady operators so many of us
do. He sat out building a company which did the

14. homework for you - so you only need login to their single interface where
they've already predigested the product discovery, keyword research, and
verified the drop-shippers as legit. No middlemen, no scammers. Just you,
your hard work, and your filling bank account. Not for the faint at heart - this
is only for those serious about doing the homework necessary to find salable,
profitable products to sell.
Social Network Marketing
Once you have a product and a website, you need
to promote it. Charles Heflin has been marketing
at least as long as the World Wide Web has
existed. And he formed Social Media Science just to study the social media
phenomenon. Per their website: "Social Media Science is dedicated to the
science of online social media as it applies to gaining visibility for you ronline
or offline business. We are dedicated to educating the business community
through a robust educational system as well as providing cutting edge
software tools to make marketing your business easier, more effective and
measurable. See what sets us apart." It's only here where you learn how to
really market online.
Get a Winning Lawyer -
Defend Your Company
Dr. Frederick Graves is a lawyer who has taken on
the formidable task of educating people how to
figure out what the hell is going on. But it's not all
that complicated. For any business, if you
understand the legal system, you can avoid
situations which would lead you into any unnecessary involvement in the
courts. Technically, you learn enough to use the laws to do what they are
supposed to - protect against inequality and bullying behavior. The point is
that when you do need to get a lawyer, you can also ensure that he's doing
what you're paying him for. With all else you need to follow in business, you
don't also need the excess expense which legal costs can bring.

15. FTC Disclaimer
Self-help and Spiritual Training are highly personal. You get out only what
you put into them. There are no "typical results." None of the above should be
considered as a “business opportunity”. These are personal training programs
and materials which you alone can determine if they assist your own progress
or help improve your life.
Caveat Emptor, and all that.