How To Destroy a Perfectly Good Website

TheInfoprenur.net was once an up and coming player in the world of blogging… not anymore.

Here’s why.

There is a difference between doing something OK and doing something amazing.

Brandon Yeager, the guy behind theinfopreneur.net wants to make a quick buck.  In this pursuit of online wealth he simply destroys the structures the previous owner of TheInfoprenur.net (James) built.

Structures like… hmm I don’t only the critical stuff like design, branding, reputation, publishing consistency, free content from guest authors, already made products, and an email list.

How do you go from a thriving website bursting with a surplus of potential like this:

 

…to an ugly disaster?

 

Here’s how:

  • Be the wrong guy for the job.
  • Don’t care about the community that already exists around the website.
  • Don’t understanding the unique selling point of TheInforprenur.net.
  • Be obsessed with making money.
  • Be a typical nerd type by having no sense of fashion (in this case the design of the website)
  • Be average.

You see this play out in all aspects of your work.

When you commit yourself to the burden of doing an amazing job by spending the time required to actually do an amazing job on your project you will eventually discover what is involved to do as such. Only then will you get disproportionate results.

Example:

I used to own and operate a dating blog where I would publish content of about 1,000 words every Monday, Wednesday, and Friday. The results were OK. I would get a decent amount of traffic and my subscriber base would grow by 10-20 sign-ups a week.

Ordinary work gets ordinary results.

Frustrated by the monotony of this, I decided instead to stop posting 3 times a week and instead refocus that time by putting in over 12 hours into writing a post called “how to tell if a guy likes you”, a term that is searched for well over 100,000 times a month. Then once the work was published, I used that additional time on the promotion of that single post instead of posting additional content.

The results eventually led to a first page position for a high traffic search term resulting in tens of thousands of visitors a month and thousands of dollars worth of product sales despite the website being updated only one time that particular month.

I spent 3x the effort on one post but got 200x the results.

This is not easy to do. Getting disproportionate results is challenging because our tendency is to be ordinary. Webmasters like to spread themselves thin across 50 different activities they could be doing with their website, making themselves overwhelmed while at the same time frustratingly busy – while other webmasters seem to only focus on perhaps 5 items extremely well and get strikingly better results.

This is because they have developed an expertise above and beyond that of the average person.

Beating average.

The simplest answer to not be average is to do the opposite of what everyone else in your industry is doing (or to be better than everyone else) while innately understanding your unique selling point.

In other words, how can you give more? Be more transparent? Do something other websites are not doing? Present your content in a different way? Make your material of such high quality and so compelling that if your right people don’t read it they are missing out?

…or can they safety ignore you?

Here is what the original founder of TheInfoprenur.net did:

  • Post 20 blog comments every single day
  • Post 5 new blog posts every single day
  • Keep this up for months

That’s it. Three things he did. Not five. Three.

He kept up this unreasonably difficult pace for months until the website garnered enough traffic as to where he could have multiple guest authors publish content every week (for free!). This of course reduced the publishing workload; allowing him to funnel that free time into product creation, promotion, and building up his email mail list auto-responder series.

There’s nothing remarkable about posting blog comments or even publishing an average 500 word piece of content. What is unique and novel is the pace at which he kept this up. Like walking across the continental United States or ridding every roller coaster in America, effort and marketing still matters if you wish to get peoples attention.

Why people payed attention to “The Infoprenur”.

People payed attention to TheInfoprenur.net out of novelty at first.  To see if this guy could keep it up. He did, and all of a sudden had a high traffic website which enabled him to leverage what he did into credibility and authority (which helped to drive even more traffic):

“How I went from 0 to 60,000 visitors a month in 3 months”

If you’re a struggling webmaster wouldn’t you be curious as to how to do this? James went from being a guy starting out with nothing. No traffic, no experience and no credibility into someone who within a few short months was sitting atop of a potential asset.

Making an impact crater with your website

-Publishing content on your website

  • What you COULD do:  Publish content piece after content piece of short somewhat useful information to meet your publishing quota with the hopes of making a one off affiliate sale.
  • What I ACTUALLY do: Know your unique selling point. Know why your visitors come to your website. Meet their needs consistently and make all published content in line with your reason why.

-Publishing content on other websites (guest posting)

  • What you could do: Write quality guest posts on lot’s of websites every week.
  • What I ACTUALLY do: Write posts that take over 10 hours for websites with a minimum of 30,000 subscribers. You will only be writing one guest post a month (about), but for high traffic websites it’s worth putting in the time because they have the ability to send you new traffic and subscribers.

-Starting your website

  • What you could do: Pick a topic where it seems like you could make a lot of money and pretend to be an expert.
  • What I ACTUALLY do: Pick a market where I have an interest in, one where I can solve problems and help people, that is also big enough as to where I can get enough traffic to support the website itself. In other words, spend the hours planning your website.

-Making products

  • What you could do: Make the obvious product you think people will want or make the product you wish you had when starting out.
  • What I ACTUALLY do: Spend months researching and understanding the needs, wants and words of your right people. So you can tailor make a solution to their problems while at the same time not becoming emotionally invested in the solution itself. This allows you to pivot quickly if your execution is off instead of becoming frustrated and discouraged if your offering does not work the first time around.

Again, there’s a difference between doing something OK and doing something amazing. Let’s leverage technology, marketing, wisdom, psychology, and pure work ethic to create a successful website that actually reaches its right people and helps them solve their problems.

 

Effort still matters

James was able to build significant traffic to Passive Panda by doing round up posts of of already established experts on a topic. This allowed him to connect with influencers while also creating content people wanted to share. In addition to that, he  spent 10+ hours writing his material, actively sought out opportunities to promote it (LifeHacker.com tips line for example) and pivoted his original idea of Passive Panda from passive income to getting paid more for your time.

How to destroy a perfectly good website -Infoprenur style

1) Be the wrong guy for the job. 

  • James made a mistake in handing over his website to Brandon, a guy more interested in making money fast and real estate than building a popular blog. This leads to a fundamental core problem with TheInfoprenur.net – how would it make money exactly? It’s a blog, not a business. If you’re someone who desires to earn an online income by building a popular blog your strategy is off, WAY off unless you have plans to offer some core service apart from the blog itself. If you’re someone like Brandon who wants to better his life and support his family by building wealth don’t start a blog. Take the time a plan a business instead. TheInfoprenur.net was simply a bad fit as it’s topic was too broad to appeal to a specific niche and its content too shallow to benefit anyone beyond a simple beginner.

2) Make the website sketchy looking.

  • A lot of thought and design effort went into E. To the point where the website was constantly critiqued by multiple designers and  “ideal” users of the website. If you want to destroy your website simply do the opposite. Give no thought and accept no feedback on your design. In fact, make it look ugly by having unaligned images, no sidebar, small text, and an unattractive color scheme.

3) Kill off your email list.

  • Once you have a growing website of about 500 visitors a day you should launch an email list as email allows you to directly communicate to people who are supporters of your work as opposed to random website traffic. It also helps your referral traffic as people become subscribers and readers of yours for years. Once you have the system working passively with a few thousand emails simple delete your list. Why? Because you want to destroy any chances of your website growing, that’s why.

4) Stop having free content from guest authors. Then, kill off your blog altogether.

  • You have someone else  do all the hard work of building the website, posting 5 times a day as well as posting 20 blog comments a day for months wheres by getting enough website traffic to the point where other people will want to become guest authors on your website for free simply because of the exposure and you decide to stop this momentum and instead go to posting erratically and eventually to not posting at all (a dead blog is an irrelevant blog). A total pro strategy for destroying any website, particularly a blog as people will now have absolutely no reason to pay attention to you.

5) Forget why people visit and support the website in the first place.

  • If I was handed a successful blog on personal finance it would fail because A) I have little interest in writing about personal finance B) I don’t have the experience to publish quality content on the subject and C) I would not understand the problem of my average visitor and I would have no interest IN understanding their problems (see point A). If you want to destroy a website, take over something you have absolutely no interest in that’s also in a market where you do not understand your traffic.

Effort matters so keep your skepticism in check

Destroying websites is easy, building websites is hard.

Being overly skeptical is a mental block to hard work. Skeptics understand the need for caution, but they fail to see the way in which they sabotage their work.

Skeptical people want to avoid the tiresome business of investing too much time and too much energy and too much money into something without a guarantee of results. Not so much because they’re lazy, but because in the back of their mind they they’re wary of any potential opportunity as a potential money hole.

This makes sense as we don’t want to waste time, money, and be taken advantage of; making us feel foolish, that we should have known better. But to avoid effort, to avoid the work and the investment into your website by spending money and making mistakes and perhaps even failing is a guarantee that you will always fail and you will always waste time and always waste money.

A skeptical nature is helpful in avoiding traps, but the flip side is that it also prevents you from evaluating each and every opportunity critically; missing out on chances where you could benefit your progress as it’s easier to say “no that won’t work” than it is to say yes. Seth Godin had some choice words on this:

The predictable life cycle of the skeptic (link)

The Kindle is a lousy idea. No one will read a book that way.

The Kindle is late. Amazon has no clue how to launch a product.

The Kindle is poorly designed. See, we told you.

The Kindle’s pricing model hurts book publishers. It will never be adopted by them.

The Kindle is pretty cool. Non-techies like it.

The Kindle is sold out. Amazon doesn’t know how to produce a product.

The Kindle is selling far more than anyone ever predicted.

The Kindle will sell millions and we are raising our predictions for Amazon’s earnings as a result.

… The Kindle missed our estimates. See?

End

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