World-Class Internet Marketing

Overview of the Business Best Seller Good to Great and
"Great" Internet Marketing Results

1. "Great" Business Leadership Defined

"Great" business leadership refers to the world-class business leadership and financial results described in the best seller, Good to Great - listed as one of Amazon's Top 100 books and one of Amazon's top leadership books for the last 8 years.

The book's research team analyzed the financial results of 1,435 companies (all companies listed on the Fortune 500 list, 1965-1995). After an extensive review of the financial performance of these companies, it was determined that 11 companies stood out from the rest. These companies achieved incredible financial results - going from "good" to extraordinarily "great" financial results.

"Great" companies achieved an 6.9x greater financial results than the general market
for 15 years following their transition point from "Good" to "Great" financial results.

In the field of Internet Marketing, evaluating 15-20 year financial results is not appropriate.
A "Level 5" Internet Marketing Director should be able to show "great" web traffic growth
and "great" business income growth curves within 1-2 years' time.

The percentage of companies that produced "great" financial results was .77% - 1 in 130 companies.

All of the "Great" companies had "Level 5" leadership in place
at the time of transition from Good to Great financial results.

2. "Great" Business Leadership Principles Discovered

1. "Level 5" Leadership: "We were surprised, shocked really, to discover the type of leadership required for turning a good company into a great one. Compared to high-profile leaders with big personalities who make headlines and become celebrities, the good-to-great leaders seem to have come from Mars. Self-effacing, quiet, reserved, even shy - these leaders are a paradoxical blend of personal humility and professional will. They are more link Lincoln and Socrates than Patton or Caesar."
2. First Who...Then What: "We expected that good-to-great leaders would begin by setting a new vision and strategy. We found that they first got the right people on the bus, the wrong people off the bus, and the right people in the right seats - and then they figured out where to drive it. The old adage "People are your best asset" turns out to be wrong. People are not your most important asset. The right people are."
3. Confront the Brutal Facts (Yet Never Lose Faith): "We learned that a former prisoner of war had more to teach us about what it takes to find a path to greatness than most books on corporate strategy. Every good-to-great company embraced what we came to call the Stockdale Paradox: You must maintain unwavering faith that you can and will prevail in the end, regardless of the difficulties, AND at the same time have the discipline to confront the most brutal facts of your current reality, whatever they might be." Read more about the Stockdale Paradox from Good to Great.
   

   "Great" Business Leadership: The Stockdale Paradox

   
   
   Read the transcription of the Trial by Fire video, by James Stockdale

    

4. The Hedgehog Concept (Simplicity within Three Circles): "To go from good to great requires transcending the curse of competence. Just because something is your core business - just because you've been doing it for years or perhaps even decades - does not necessarily mean you can be the best in the world at it. And if you cannot be the best in the world at your core business, then your core business absolutely cannot form the basis of a great company. It must be replaced with a simple concept that reflects deep understanding of three intersecting circles."

   Building a "Great" Business: Simplicity Within Three Circles
   The Hedgehog Concept

   

5. A Culture of Discipline: "All companies have a culture, some companies have discipline, but few companies have a culture of discipline. When you have disciplined people, you don't need hierarchy. When you have disciplined thought, you don't need bureaucracy. When you have disciplined action, you don't need excessive controls. When you combine a culture of discipline with an ethic of entrepreneurship, you get the magical alchemy of great performance."
6. Technology Accelerators: "Good-to-great companies think differently about the role of technology. They never use technology as the primary means of igniting a transformation. Yet, paradoxically, they are pioneers in the application of carefully selected technologies. We learned that technology by itself is never a primary, root cause of either greatness or decline. "
7. The Flywheel and the Doom Loop: " ...the good-to-great transformations never happened in one fell swoop. There was no single defining action, no grand program, no one killer innovation, no solitary luck break, no miracle moment. Rather, the process resembled relentlessly pushing a giant heavy flywheel in one direction, turn upon turn, building momentum until a point of breakthrough, and beyond."

3. Qualities of a "Level 5" Business Leader and a
"Level 5" Internet Marketing Director

"Level 5" Refers to the Highest Level in the Hierarchy of Executive Capabilities Identified by the
Good to Great  Research Group. "Level 5" Leaders Embody all Five Levels of the Leadership Pyramid. Read Level 1 First, and Work Up To Level 5.

4. "Great" Internet Marketing Results Achieved: 1st of 5 Examples

1998-2010: JohnLutz.com - World-Class Internet Marketing, 21st Century Business Strategy

• Listed on the First Page of Google for the term "Top Ranked Internet Marketing Director" out of 90 million search results.
• Listed on the First Page of Google for the term "Level 5 Business Leader" out of 70 million search results.
• Ranked #1 and #2 on Google for the term "Level 5 Internet Marketing Director" out of 20 million search results.
• Ranked #1 and #2 on Google for the term "Proven Level 5 Business Leader" out of 2 million search results.
• Less than 20% of the Internet marketing capabilities of the systems my coworkers and I have developed are being utilized to obtain these results.
• Our Internet marketing systems have have developed to obtain #1 positions for the most competitive search terms on the Internet - terms such as "cancer" - the #3 searched news term on Google in 2006, a term for which Google usually displays 200 million search results.

4. "Great" Internet Marketing Results Achieved: 2nd of 5 Examples

2006-10: BurtonGoldberg.com - The Voice of Alternative Medicine

Produced patent pending systems for delivering 2 hour healthcare DVD's in pay-per-view format online. The videos highlight cutting-edge treatments for cancer, ethical stem cell therapies and optimal brain nutrition (for stress, depression, anxiety and related healthcare concerns).

Burton is the founder of Alternative Medicine magazine, which is sold in most health food stores and most Borders and Barnes & Noble stores throughout the country. He's written 18 books on alternative medicine (all with 4-5 stars on Amazon) and produced 4 healthcare DVD's and a healthcare documentary movie that will be coming out in the theaters in 2010.

Recently, he wrote a chapter on healing cancer in Suzanne Somers' #1 New York Times Best Seller:
Knockout - Interviews with Doctors Who Are Curing Cancer - And How To Prevent Getting It In The First Place

 

   

Cancer Conquest | Healthcare Consultations
Ethical Stem Cells | Depression, Stress, Optimal Brain Nutrition

Burton is currently pursuing fundraising efforts to complete the healthcare documentary movie and fund distribution for the movie in theaters throughout the U.S. After this work is complete, we will be pursuing #1 rankings for the term "cancer" on the Internet.

4. "Great" Internet Marketing Results Achieved: 3rd of 5 Examples

2009: LetFreedomRingUSA.com - Conservative Political Web Site Promoting Constitutional Government, Economic Freedom and Traditional Values

Topped All CPAC 2009 Exhibitor Web Sites (over 100 sites) in Year to Year Traffic Growth. CPAC, The Conservative Political Action Conference, is the largest annual event in Washington DC for conservative political organizations.

We provided Internet marketing services for LetFreedomRingUSA.com from 1/16 to 4/30, 2009. Internet marketing results shown on Compete.com show that Total Visits per Month on LetFreedomRingUSA.com increased at a rate higher than the rate achieved by all of the CPAC Exhibitor Web Sites combined.

Web traffic statistics referenced: Compete.com Yearly Change - total visits per month comparing April 2008 to April 2009. The stats are located below the traffic graphs on the right of the Compete.com pages. Example: Comparing total monthly visits for wnd.com, drudgreport.com and nytimes.com.

Video Produced for LetFreedomRingUSA.com

E-newsletters Produced for LetfreedomRingUSA.com | Internet Marketing Services for LetFreedomRingUSA.com

4. "Great" Internet Marketing Results Achieved: 4th of 5 Examples

2006-07: Taipanfinancialnews.com - Financial News and Investment Site

Led a 23 million dollar business (a top division of a 300 million dollar business) with over 87% of revenue generated online from 15 web sites to a new/primary domain name, new site layout, new trademarks, new medium of delivery of content (video) and a top 50,000 Site Ranking on the Internet - a ranking higher than 99.9% of all sites on the Internet in 90 days. Ranking source: Alexa.com, owned by Amazon.com; 4th qtr 2006/1st qtr 2007.

Alexa Traffic Stats for TaipanFinancialNews.com, 1/7/07

The Rate of Web Traffic Increase during our final 3 months of work on the project was similar to the rates for sites
highlighted on Alexa as "Movers and Shakers" - web sites gaining traffic faster than any other sites on the Internet!

Notice the below web site ranking - #108,730 - and the 3 month change - an increase of 4,833,732 positions!!!
Two months later, after all of the Internet marketing work was picked up by search engines,
the site reached a top 50,000 Alexa ranking!!!

4. "Great" Internet Marketing Results Achieved: 5th of 5 Examples

2003-05: Ayurvedaonline.com - Site for three businesses: (1) An Alternative Medicine Clinic, (2) An Alternative Medicine School Offering Continuing Education Programs for Medical Professionals, and (3) an Alternative Medicine Products Company Featuring a Private Label Line of Nutritional Supplements, Bodycare Products, Medical Equipment and Specialty Foods

Worked as Internet Marketing Director part-time from 6/03 to 1/04, full-time from 2/04 to 3/05, part-time from 4/05 to 6/05, and full-time from 11/05 to 12/05. A more traditional Good to Great business growth curve is shown below for Ayurvedaonline.com, with the longer development phase before the rapid growth phase. On the Taipan project, the Great results were obtained very quickly (80 to 150 days) due to the experience and skills obtained while working on the Ayurvedaoanline.com project + sufficient funding provided by Taipan to support rapid web traffic growth. Ayurvedaonline.com was sold in 2006 after achieving outstanding financial results and "great" business success.

The site was non-functional, with outdated content, a non-optimized brand image, a non-functional shopping cart and less than 10 visitors per day when we began work on the project.

The site's final Traffic Rankings, Reach, Page Views per Visitor and Rate of Traffic Increase figures were some of the highest results achieved out of all of the sites on the Internet. Alexa rankings indicated that the following Internet marketing results were achieved:

1. 117 fold increase in web traffic produced over 20 months' time (about 16 months of full-time work).
2. A Top 25 Alternative Medicine Site Ranking out of all of the sites on the Internet (1,2).
3. The site's top Alexa ranking was #75,000 - a ranking higher than over 99.9% of all sites online.
4. The site's Alexa ranking had increased 1,100,000 positions during the prior three month period - a rate of increase in web traffic similar to sites listed as Movers and Shakers by Alexa.

The web traffic growth curves shown above are similar to or greater than the
growth curves produced by the "Great" companies highlighted in Good to Great!

In Good to Great, only .77% of the 1435 companies studied (1 in 130 companies)
were able to produce comparable results!

"Great" Internet Marketing Results are the exact type of results that we bring to web projects!!!

5. Achieving "Great" Business Success and "Great" Internet Marketing Results

1. Gain a strong understanding of the Qualities of a "Level 5" Business Leader and a "Level 5" Internet Marketing Director, then hire one.
2. Gain a strong understanding of the "Great" Business Leadership Principles Discovered by the Good to Great  Research Team.
   1. "Level 5" Leadership
      1. The specific leadership qualities proven to produce "Great Financial Results".
   2. First Who...Then What
      1. Of the eleven companies (out of 1,435 companies) that achieved "great" financial success, all of these companies had "Level 5" Leadership in place during their transition point from good to "great" financial success.
   3. Confront the Brutal Facts and Let the Data Speak - Yet Never Lose Faith
      1. Sometimes workers' roles will need to change, sometimes a business' primary mission, products and services will need to change. Great businesses recognized these situations and took decisive actions to enable great business success.
      2. A "Building Phase" (building strong foundational business systems) is essential for producing sustained "Great financial results" and "Great Internet Marketing Results."
   4. The Hedgehog Concept - Simplicity within Three Circles
      1. What are you deeply passionate about?
      2. What can you be the best in the world at?
      3. What drives your economic engine?
   5. A Culture of Discipline
      1. See "Level 5" leadership.
   6. Technology Accelerators
      1. See Great Internet Marketing Results Achieved.
   7. The Flywheel and the Doom Loop
      1. The Flywheel: The constant focus on building a great business and maximizing implementation of "Great" Business Leadership Principles.
      2. The Doom Loop: Never escaping mediocre business results due to not acting upon the needs for "Level 5" Leadership and adherence to the "Great" Business Leadership Principles.
3. The Good to Great book's primary message:
   1. Of the eleven companies (out of 1,435 companies) that achieved "great" financial success, all of these companies had "Level 5" Leadership in place during their transition point from good to "great" financial results.
4. World-Class Internet Marketing Results For Your Business

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