Below is a video of our conversation, but here are some highlights:

The first thing you need to do is start a web site

He cleverly suggests that you go to Network Solutions and use the web site builder (which we think rocks) to get something built quickly and get yourself out on the Internet. This kind of service provides excellent templates so you can focus on writing good copy and talk about what value you can provide potential customers. The goal is to get people to your site and convert those leads into sales. The quickest and shortest path is to have an offer for customers.

Have an offer for customers

Beyond providing value to your customers you really need to offer them something. Jay uses his e-mail newsletters and e-books as excellent content so potential customers get a sense of your knowledge and expertise. For example, after going to his site he smartly uses a quick two question survey to find out what type of content you were looking for and if you found it or not. If you answer those two questions he gives you three quick offers, $100 in Yahoo! advertising, Sign up for the e-mail newsletter, or Subscribe to their Podcasts. Brilliant.

Use previous content for Search Engine Optimization (SEO)

Jay points out that people send information to subscribers but some don’t actually post it on the site for visitors. Not only is this a way for people to see what they might be getting and be motivated to sign up, it is excellent “Search Engine Juice”. Search engine spiders are always looking for updates to sites and indexing content that is relevant to people’s search queries. Jay’s site is an excellent example of this because I can find all of his resources (i.e. Blogs, Newsletters, Event Presentations, Podcasts, Top 10 Lists) and see why the services they provide would be valuable to any company that is looking to become a customer.

Lastly, so Jay what are the 10 Golden Rules?

1. There are no rules
2. The Internet is not television
3. Create a Unique Value Proposition
4. If you build it they won’t just come
5. Subscription Models Survive
6. Remember the 4 P’s
7. Trust is Golden
8. Use the right tactic
9. The Best Never Rest
10. Lead the Trends

To download the free e-book and learn more about the 10 Rules, click here.