The document outlines steps for creating an online business, including determining the target market and product fit, choosing a traffic source, offering a free lead magnet to generate leads, following up with those leads through an email series, and using the emails to offer increasingly valuable paid products and services to maximize profits. It suggests testing and optimizing at each step to improve customer value.

1. DETERMINE YOUR
PRODUCT MARKET/FIT
CHOOSE A TRAFFIC SOURCE
CREATE THE RETURN PATH
OFFER A LEAD MAGNET
OFFER A TRIPWIRE FOLLOW-UP SERIES
YES!
YES! NO
OFFER A CORE PRODUCT
YES! NO
OFFER A PROFIT MAXIMIZER
YES!
E-mail
Marketing
Blogging Retargeting
Social
Media
Custom
Audiences
NO
YES! NO
FOLLOW-UP SERIES
YES! NO
FOLLOW-UP SERIES
YES! NO
Facebook
Ads
Twitter
Ads
LinkedIn
Ads
YouTube
Ads
Email
Marketing
SEO Blogging Social Media Adwords
CUSTOMER VALUE OPTIMIZATION
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