Know that you can do anything if you want it bad enough. Just the fact that you want it means that it's possible. Realize that the best way to get what you want is often by helping others to get what they want. Also, too many people never get started due to over-analyzing everything. Just get started!
Willie Crawford

Education: A bachelor's degree, plus 29 hours of graduate courses. He plans on getting a PhD some day just for the heck of it.

Year Started Business: 1997

Type Of Business: Internet marketing (seminar host and speaker, Web hosting and shopping carts, products, consulting), cooking, and network marketing.

Target Market: "I started out with a generic Internet marketing site. Over the years as I learned the business, I focused primarily on teaching/coaching beginners. Back in 1997 when told that I needed a niche, I put up a cooking-related Website that should generate $35,000 per month in November and December 2005 (holiday-related cookbook sales). I also teach people how to successfully apply Internet marketing techniques to network marketing. So I serve several different markets but am able to apply common marketing methods across markets.

Number Of Employees: Just one (wife); many day-to-day chores are handled by virtual assistants or are outsourced

Best Month (Gross Revenues): $48,000

Hours Worked Per Week During Startup: At least 60 - "That was a lot because at the time I was in the U.S. Air Force. I spent every spare moment that I had and all weekend working on my business."

Hours Worked Per Week Now: Still 60-70 many weeks. I do plan on cutting back as I focus on fewer projects and enjoy being a new grandfather.

Favorite Business Magazines: Barrons and Forbes - "I do most of my reading online now."

Favorite Business Books Or Authors:

• Influence, The Psychology of Persuasion, by Robert Cialdini - "I consider the book essential reading for anyone who wants to understand why we all automatically respond to certain cues the way that we do."
  
  
• Think and Grow Rich, by Napoleon Hill - "It's one of those books that I read many years ago and try to re-read each year. It provides such powerful insights into how truly successful people think."
  
  
• Money-Making Secrets of Marking Genius Jay Abraham And Other Marketing Wizards (Jay Abraham's infamous Mr. X book) - "It's such a concise explanation of how to optimize all of your business deals, truly take care of your customers, and get the best performance out of everyone you deal with.
  

Relaxes By: Going deep sea fishing in the gulf or Mexico, reading, and practicing karate

Keeps In Shape Physically By: Jogging or power walking - "I often do this while listening to inspirational materials or recorded teleseminars on my portable MP3 player since I'm a bit of a workaholic still. I also practice karate for fitness…I've been into karate since 1979. Too many hours sitting in front of the computer has added on a few pounds, as my metabolism naturally slowed due to aging. Now I force myself to exercise every day."

Favorite Part Of The Job: Helping people who want their own home-based business piece together the puzzle - "I see so many people give up on their dreams when they are so close, so when I can just redirect their efforts a little, based upon my experiences, and then see them succeed, it's very gratifying."

Least Favorite Part Of Your Job: "Seeing those I coach who know what they need to do but are unwilling to just do it."

Companies Admired: Sony - "They are constantly innovating and so they stay ahead of their competitors." Stew Leonard's Dairy - "They turned something as mundane as a supermarket into a pleasurable experience and demonstrated how to build tremendous customer loyalty."

Favorite quotes:

There is no try, either do or do not. -Yoda, of Star Wars - "I know that this is an accurate description of the way things are."

Some people look at the world and see nothing as a miracle. I look at the world and see everything as a miracle. -Albert Einstein

Never, never, never give up. -Sir Winston Churchill.

The Person Who Most Influenced His Life: "A high school teacher named Erving Gauss. He just encouraged me, a very poor farm kid at the time, to always strive to improve myself. That was what I needed back then."

Heroes: "I don't have any real heroes. I've traveled the worl, and spent time with ordinary people, celebrities, politicians, and millionaires. They're all just people to me."

Special Business Achievements/Honors: "Only the honors/creditentials I deliberately set out to establish. I'm a published author (actual print books), seminar host, corporate president, and karate black belt. I deliberately set out to become each of these things."

Number Of Months Before Achieving A Profit: "I earned a small profit my second month online. I didn't begin earning great money until I wrote my own cookbook. That was profitable from the day I announced I was writing it and announced a pre-release sale. I sold over 100 copies before I wrote the first word."

Books/Tapes/Reports Authored: "My cookbook is at: http://chitterlings.com; I also have a biography available at http://GitOffThePorch.com; and I have video and audio tapes from a seminar I hosted at: http://InternetMarketingHowToSeminar.com."

Contact Willie At: (877) 262-3367 or willie@williecrawford.com

GETTING STARTED TIPS:

I'm starting a home business next month. I have a maximum of $3,000 in start-up capital. Where should I invest it?

Assuming you have a product, I would market it though the search engines and an affiliate program. I would set the affiliate program up using the system at http://ProfitAutomation.com I would eventually seek joint venture partners to help promote the product but would first refine my sales copy and get a decent conversion rate. I'd drive initial traffic to the site using pay per click search engines, with Google AdWords being my first choice. The pay per clicks are where I'd invest most of the money.

I've just started a home business. My spouse has given me six months to make it work. Any advice?

I'd really look at the product and make sure that I had a product that people wanted and were willing to pay for. With those ingredients, it's hard to fail. Then I would just pour every spare minute into learning everything I could about my market.

They say it takes money to make money. Should I try to get a small business loan for my start-up capital or just try to get by with my own limited finances?

No, I believe in growing a business by reinvesting the profits from the business. With a good product, joint ventures with others who have access to your customers should mean that you don't need a lot of startup capital (especially if you develop a digital product).

TECHNOLOGY & TOOLS:

How quickly do you adopt new technology for your business?

I'm the type who waits until a new technology is proven and I see a lot of others using it in my niche. I don't worry about missing out, since the system that I have is currently working. I remind myself that Henry Ford only offered the Model T in one color for a very long time.

Do you use a fax machine with a dedicated line?

I have a fax machine on a shared line; 95% of our orders come in via forms on our Websites. Since some people don't feel comfortable entering their credit card information into a Web page, I do offer the option of them printing out an order form or just calling my office and giving the order over the phone. We do get orders this way, and my wife takes care of most of these.

How do you use e-mail in your business?

I publish several newsletters as tools to basically drive traffic back to my sites. My marketing site at http://WillieCrawford.com features a free weekly Internet marketing ezine. In it, I offer personally written articles but also sell products. My site at http://Chitterlings.com offers a free daily recipe e-mail. Site visitors submit recipes or requests for recipes, and we merely format the daily lists and then broadcast them. Each issue of the recipe list contains two "sponsor" ads, which drive my cookbook sales and those for affiliate products. It's an incredibly effective system and also very easy, since the list members "write" each issue.

How do you utilize the Internet?

I have Websites and blogs and use those to reach prospects primarily through the search engines. Many of my sites have keyword-rich articles that bring in my ideal visitors.

How many of your own Website(s) do you have?

I have around 350 primary domains right now but haven't built on all of them. Many domains redirect to affiliate programs. That gives me a better looking URL to use in articles and ads. Some people don't like to click on affiliate links :-) I also have a lot of domains that are set up to funnel traffic to one target site.

Do you use autoresponders?

I have my own autoresponder and shopping cart service at http://ProfitAutomation.com, so I use them and sell them. I use autoresponders to send out my ezine, to send out a free 20-lesson Internet marketing course, and to give away all types of free reports. I frequently get on radio shows. During the course of most shows, I'll offer the listeners a free gift via autoresponder. That autoresponder will be set up just for that show and allows me to track how productive being on the show was.

If you use a toll-free number, what is its primary use?

Customers can call my office on my toll-free number. I also put it on a site where I promote an MLM. I want prospective downline members to be able to reach me; 90% of the time, I even answer my own phone.

If you use voice mail, what is your primary use for it?

I only use voice mail to catch those calls that come in while I'm on the phone or away. Another use I have for the phone is that I conduct free networking and brainstorming calls most Saturday mornings for an hour. On these calls, attendees dial into a bridge line and we jointly critique up to three pre-coordinated Websites. Then we discuss marketing issues for the remainder of the hour. It allows potential clients to really get to know me and also allows them to make business connections. This generates substantial business for me. I record these calls and use them as content inside a membership site.

Describe your computer system and how you use computers in your business.

The computer I use mostly is a simple HP Pavilion A320n. It runs XP and has a DVD and CDRW, is connected to a scanner, color printer, Xerox Docuprint N32 Printer (that can do 23,000 pages per cartridge), often connected to my JVC GC-GX3HD digital camera. I use this computer primarily for e-mail, writing articles, and doing minor work on Websites.

What software do you consider in the "must-have" category?

I run ZoneAlarm Pro as a firewall, Webroot Spy Sweeper to monitor for and remove spyware, Norton Antivirus 2004, Pegasus for e-mail, ICQ, MSN Messenger, AOL Instant Messenger, DreamWeaver for working on Web pages, WS-FTP for communicating with Websites, Internet Information Manager to keep all my notes handy, and I use the MS Office Suite a lot.

What other technology do you use in your business?

Just a cell phone and fax. I prefer working sitting at the beach with my laptop, but I like to be reachable, so the cell phone is essential. Working near the ocean seems to enhance my creativity.

Name up to five personal favorite business URL's our readers can benefit from:

http://ProfitAutomation.com is the shopping cart system I own and set a lot of clients up on.

I am a moderator at the Internet Marketing Warriors (member-only discussion forum). That's where I get a good feel for the needs and concerns of my market. You can read about the Warriors at: http://www.warriorpro.com/cgi- bin/w.cgi?2602

I drop by http://drudgereport.com/ several times a day to stay on top of breaking news or developing trends.

Most of my other time online is spent doing research, primarily at Google.com

Of all the technology you use, rank the top three.

I consider e-mail No. 1 because it means that I don't have to wait for visitors to "maybe" come back to my site. I include autoresponders in the e-mail category. Since email deliverability issues are a concern, I also use RSS and blogs (my online diary) to stay in touch with my markets. I rely heavily on search engine traffic, both organic and pay-per-click, so I spend a lot of time studying the technology and algorithms behind search engines.

MARKETING & ADVERTISING:

How do you market on the Internet?

Aside from e-mail, autoresponders, my course, and my ezine, I also write one or two articles per week. I submit them to hundreds of sites and ezines via article submission services. This drives a fair amount of traffic to my sites. I invite people onto my weekly brainstorming and networking calls so that they can put a voice together with the name.

Approximately what percentage of your sales originate from Internet marketing?

95%; the other 5% is from write ups in magazines or newspapers and package inserts sent out when we ship products.

How do you market through direct mail?

We don't actively market via direct mail at this point. We are developing a test campaign to market the recordings from my workshops, but that hasn't been rolled out yet.

Approximately what percentage of your sales originate from direct mail marketing?

Roughly 5%.

How do you market in the print media?

I periodically issue press releases. I also periodically do interviews with newspapers and magazines.

Approximately what percentage of your sales originate from marketing in the print media?

It's miniscule.

How do you market via broadcast advertising?

Just radio interviews.

Approximately what percentage of your sales originate from broadcast advertising?

Less than 1%, but being able to say that you appeared on certain shows or in certain print publications adds to one's creditentials.

What other kinds of marketing do you utilize?

None, except that I sell thousands of cookbooks in a good month. I consider each of those cookbooks a sales piece since the "about the author" page and the back cover are both designed to drive traffic to my sites.

Do you recommend using a toll-free number in advertising?

Yes, if your profit margins allow hiring someone to handle the calls.

Where do you market? (locally, nationally, internationally, all three?)

Internationally, but via the net.

THE HOME OFFICE:

How should someone set up his/her home office to maximize its effectiveness?

I've outfitted my office much as it would be set up if I were in an office building. The most important part is that it's quiet enough for me to focus when I need to and that I have a large work area since I like to spread things out.

What, if any, ground rules have you established for yourself and family in order to operate a successful home business?

My children are adults living in their own homes, and my wife respects when I need to not be disturbed. I do a lot of teleseminars or conference calls for example. I flow out a schedule, and she knows when I consider myself at work. She generally does her tasks in her own work space. I believe it's good to have established office hours because it prevents you from slacking off when you really should be working.

What are some of the advantages to working at home? What are some of the disadvantages?

No commute, no office politics, and I set my own hours and dress any way that I desire. Some people miss the interaction of working with lots of others. I don't but do have my social circles.

MANAGEMENT STYLE:

What part(s) of your work do you farm out?

All programming and design work, some writing and editing, some copywriting, product physical production and shipping, bookkeeping.

What part(s) do you feel should never be farmed out?

Planning and most marketing tasks. I do my own marketing research and spend a lot of time analyzing my statistics.

Do you encourage or discourage Partnerships?

I encourage them because it allows such great leverage. It allows you access to audiences and assets you wouldn't otherwise have.

Do you encourage or discourage hiring family members?

I generally discourage it. If you do, they absolutely must understand what is expected of them and understand that they are an employee.

When legal issues arise, what's your usual response?

I consult with my lawyer and trust his council and judgement.

MONEY & INVESTMENTS:

What are the advantages of earning a lot of money. What are some disadvantages?

Knowing that I will be secure in my old age, since I'm wise enough to set aside much of my earnings, and being able to afford the things that I really want. I can't think of any disadvantage, although I do consider having lots of money a responsibility to help others too.

Best general tax advice?

Keep meticulous records, document everything. Use professionals, such as accountants and lawyers; they are just another business expense.

Best general investment advice?

Diversify, but take the time to really understand one area of investment before trying another.

You're in business already, and you've just received a windfall of $20,000. What would you do with it?

I'd use it to test market in new mediums, maybe magazines or direct mail. I'd start out with very small tests, though.

THE ROAD AHEAD:

In five years I'll be...

I'll be teaching people to build a better life by starting their own business, but much of the day-to-day operations of my online empire will be handled by a manager. I'll travel more and do more speaking engagements. I will have scaled back to four to five hours per day.

In ten years I'll be...

I'll be still into marketing via the Internet and direct mail but also spending much of my time promoting causes that I care about and think will help to make the world a better place. I plan on having enough investments to be very secure. I'll only work on my business because it's something I enjoy doing.

POWERFUL IDEAS:

What was the motivating factor that drove you to start your own business?

I spent most of my adult life in the military. While it offered some security, I had to give up most of my freedom. I never want to give up my freedom again. I always want to be able to choose where and when I work. Also, I grew up incredibly poor (on welfare practically all of my youth). Fear of poverty is probably still a big subconscious motivator.

What role, if any, did your family play when you were getting your business off the ground?

They actually encouraged me to get a "real job" until they saw that I was making several times more than any of my friends who had jobs as defense contractors. My wife always believed in me but also wanted the security that a regular job offered. My mother still asks if I "don't have a job."

What motivates you now to continue building your business?

I want to help more people actually break out of the rut they're trapped in. I know that more people will do this if they have positive, powerful role models. I'd also like to be able to give lots to charity, as well as to my children and grandchildren.

What's the best thing about being self-employed?

Being able to just take the day off if I want to.

How often do you read books and/or listen to or watch tapes for improving your business skills or knowledge?

Everyday. When I'm driving around or even exercising, the CD player or portable MP3 player usually is playing something business related.

The most underrated activity in business is…

The most underrated activity in business is seeing the customer as a person with dreams, desires, fears, and uncertainty. Understanding this and acknowledging that everyone has a deep-seated need to feel important increases your chances of success.

The most overrated activity in business is…

The most overrated activity in business is fearing being left behind or missing out on some innovation. If what you're doing works, then it makes sense to keep abreast of new changes but not to stop doing what’s already working out of fear.

What was the biggest obstacle you had to face when you were launching your own business? What's your biggest obstacle now?

I was still in the Air Force, so it was finding enough time and also identifying something that actually had a good chance at succeeding. My biggest challenge now is staying focused. I'm bombarded with requests for joint ventures totally unrelated to what I'm currently working on and everyday there's new marketing tools and technology. I have to often remind myself that I won't lose out if I ignore the new technology for a while or that a potential project will take me away from my main focus.

If you had to start your business all over again, what would you do differently?

I'd start seeking business relationships sooner. Most of my first four years online, I operated largely in a vacuum. It was me against the world and it would have been so much easier just to team up with other like-minded individuals. Being in the military and part of a flight crew was a factor, but I could have worked in some seminars and networked more.

What was your worst business decision?

Focusing on marketing low-end affiliate products in the beginning. I didn't realize that it's just as easy to market big ticket items and that it's incredibly easy to create or have created your own products.

What was your best business decision?

Deciding to set up my own shopping cart system and to do some network marketing. Both offered residual income that just selling affiliate products or making one-time sales didn't.

What do you consider to be the main keys of your success?

Persistence. Most successful people had failures that you rarely hear about, and what makes them successful is getting beyond those failures. Those who don't succeed simply never get beyond the inevitable failures. I never even considered the option of quitting and going back to a regular job.

What's your success philosophy?

I have a friend who's tag line is "He who helps the most people wins." I've adopted that attitude.

What about you has changed the most since finding success in business?

The fear born of insecurity has left, but not the memories of living in poverty. I now know that even if I went completely broke and had to start over, I could build another successful business. Because of that knowledge, I'm willing to take bolder moves.

What is the legacy you hope to leave?

I just want to be able to look around me at many successful entrepreneurs and know that I played a major role in their success.