Based on Hitwise’s top search terms for September 2008, the most popular terms in the ‘Shopping Rewards and Directories’ category were (in order):

coupons
grocery
coupons
free samples
black friday 2008
black friday
free stuff
consumer reports
free coupons

‘Black Friday’ is a reference to the Friday after Thanksgiving Day in the U.S. This traditionally marks the first day of the shopping season.

While ‘Black Friday’ may be popular at this time of year… the terms ‘coupons’, ‘grocery coupons’, ‘free samples’, ‘free stuff’ and ‘consumer reports’ are consistently popular terms in this category. They were also in the top 10 for the same category in January 2008… and similar terms appeared in the top 10 back in June 2007.

If you run an online business, knowing the most popular keywords used by your target market is certainly relevant. But not just for search engine optimization (SEO) reasons. It’s also relevant in terms of knowing the ‘trigger’ words that are likely to attract your prospects’ attention and interest in what you have to offer.

In other words, knowing such trigger words will enable you to use them in your copy - again, not just for SEO purposes, but to resonate with your target market. Simply because you are using the words that are on their minds.

So how do you find out the trigger words for YOUR target market? Well, just like Hitwise, you could research the most popular words used by search engine users looking for the kind of products or services you offer. To do that you need one or more keyword tools.

The free Google AdWords Keyword Tool is one such tool you can use. Another is Wordtracker. I’ll explain Wordtracker – and why we use it – tomorrow.

Source: ClickZ, “Top 10 Search Terms in 10 Categories”, October 2008, ClickZ, November 20, 2008

I’ve spent part of my working life as a lawyer. Since I am very entrepreneurial and have a range of business interests, I am occasionally taken aback when someone who doesn’t know me assumes that because I’m a lawyer, I’m “risk averse”. They are equally surprised when I suggest that, as a business person, they should take MORE “risks”.

Here’s what this person doesn’t get: there’s a difference between legal risk and business risk. There’s also a difference between being averse to legal risk and being averse to business risk.

When it comes to the law… I don’t believe in taking “risks”. If something is unlawful, I don’t do it. And I would advise any business person against doing it too. If the issue is “grey” I’d suggest getting advice from a legal expert in the area. If I don’t - or the business person doesn’t - agree with the law, I would lobby for change. But not breaking the law while it IS a law.

However, when it comes to “business risk” I believe in weighing up the pros and cons, and if the risk is worth taking - i.e. the risk can be mitigated and there are potentially very high rewards - I am all for it!

Trading professionals (i.e. those who trade the financial markets) favour trades where there is unlimited upside and a known, limited downside. They avoid trades where there is a limited upside and an unlimited downside. My approach to risk is the same.

In fact, it astounds me that some companies take the very opposite approach when it comes to business. They will take legal risks - where there is very often a limited upside and an unlimited downside - while avoiding business risks that offer limited downside and unlimited upside!

Even worse, some companies will take legal risks - sometimes an “easy” option - instead of doing the hard yards and investing the time and effort to come up with creative business solutions.

Take business risks, not legal risks.

Many people seem to come into Internet marketing with the goal of achieving financial freedom.

Nothing wrong with that, and being committed to that goal will take you far.

But ironically enough, wanting financial freedom as your only - or even primary - motivation probably won’t lead you to achieving financial freedom.

Put it this way, I doubt that any Hollywood superstar, or top-earning athlete, or even billionaire got to where they are because they were chiefly motivated by financial freedom.

They got to where they are because (whether or not they also wanted financial wealth) they were fueled by an enormous desire to be EXCELLENT in their respective fields. To be the BEST at what they do.

So… do you have the desire to best possible marketer you can be? To deliver more value to your customers than anyone else? To “wow” them with your customer service?

Does that desire drive you as much as, if not more than, your personal desire to attain financial freedom?

If so, I think you’re much more likely to succeed long term. Simply because your desire for marketing excellence gives you more VISION over what needs to be done and greater DESIRE to do it. You’ll be more likely to seek a deeper understanding of your prospects and customers… to deliver top quality products and services to them… to provide exceptional customer service… and to go the extra mile in every other aspect of your business. And, as a result, you will reap the rewards.

If, on the other hand, Internet marketing is just a “money maker” and you have no real desire to be excellent, let alone be the best, I think you’ll find it tough. As many have said, Internet marketing is NOT an easy path to riches. It requires effort. Effort to learn… effort to implement… effort to overcome doubts… effort to stick to a plan without being swayed by the latest and greatest new thing!

Those who are just motivated by financial freedom, are less likely to keep putting in that effort when things get tough… whereas those who are motivated by a “higher calling” are on a mission that is likely to carry them forward no matter what.

If you don’t feel this way about your current business - if you don’t feel inspired to be the best - I would encourage you to rethink what you’re doing. There are all sorts of opportunities in Internet marketing, and I truly believe that when you find your “calling” you will become unstoppable. Not only will you be more likely to achieve financial freedom… but you’ll likely have much more fun along the way.