thThe following four analyses will provide the information needed for you to form the core of a communication strategy.

Recall that the overall purpose of strategy is to develop the best way to make people’s life better, and all strategies consist of three interlocking processes: identifying the problem, guidelines, and action steps.

The information used in the analyses below are acquired from published writing, interviews, focus groups, and surveys.

Problem Analysis

I like to start with a problem. I think of the problem as a bucket to hold the messages about products and services.

A review of recent literature on the problem and examination of existing techniques that deal with the problem. This formative research helps to understand the audience and how segments of that audience perceive the intervention benefits and costs, identify the most appropriate places to reach each segment, and determine the best promotional tactics for bringing about the desired change.

Make preliminary decisions about audience segments, behavioral recommendations, and the factors they may have to address to bring about change.

Context Analysis

Strategic communication seeks to alter environments by providing options outside the normal set for a person to choose. The more that messages are designed for particular contexts, the greater the impact.

Clearly describe the intended audience at the time that they will absorb the messages. Answer the following questions:

  • what are they doing?
  • who are they with?
  • where are they?
  • where are they going?
  • which stage of life are they in?

Channel Analysis

Identify the pathways through which messages, products, and services can be delivered. This includes electronic and print media to social networks and opinion leaders.

It is necessary to inventory all the places where a person encounters messages and these in turn become possible channels to use. Through exploring channels, you will not only know what channels the population is exposed to but what are most influential and important.

The more channels accessed, the greater the impact of the messages.

Network Analysis

From the previous analyses, you can begin to isolate the value of accessing audiences at the right time.

Partnerships developed from a mutual interest in helping to solve the problem have a good chance of succeeding if the partnership increases the number of available channels for messages within a targeted environment.

Partnerships can be between private voluntary organizations, religious organizations, commercial organizations, and various governmental organizations.


tnWhat if I were to tell you that the vast majority of reasons you are NOT earning what you deserve are not your fault? Your fumbles, your struggles, your stops and starts and your frustrating failures are all part of the culture of information overload that permeates the internet marketing landscape like a plague.

The truth is, the EASIEST way to earn $100 an hour online is simple. Coaching, teaching or training others to do something you already do really, really well.

I’ve watched business coaches earn $300 per hour teaching online marketing strategies to OFFLINE professionals that just about all of us know like the back of our hands.

I’ve watched a client of mine quit her day job as a nursing administrator, after only 3 months of studying internet marketing techniques, and start a full time business setting up relationship marketing email campaigns for doctors and dentists.

I know a guy who does website “reviews” for his readers… and charges $250 per review, for a 10 point rating and revision system he offers that literally takes him 45 minutes to write (and his clients seem to love them… and just about anybody reading this article right now can do the very same thing).

The truth is, coaching, teaching and training… either in a one on one sort of service, or a group coaching environment, (or a combination of both) is the absolute EASIEST way to parlay your passion into profit that there is.

That said, there are still people I find that don’t want to do coaching.

Here are 2 more additional ways to either augment, supplement or replace personal services that can easily earn you $100 an hour with elegant ease… even if you are just starting out right now.

Creating your own information products.

Simply turn your coaching business into a product and offer it for sale on your blog or website. I’ve taken my own best coaching sessions and turned them into audio product and pdf’s, and the income you can earn from this model… as many of the online “gurus” have proven, is quite astonishing in the right markets. The truth is, the BEST way to earn fantastic money with information products is NOT in the “IM” space at all. Diet, Dating, Divorce and other evergreen markets that have nothing to do with making money are far superior and have much broader appeal as well.

Affiliate marketing as an INCENTIVIZED offer.

This is a bit more complex to explain in a short article, but the long and short of it is… you can literally GIVE way your products, your PDF’s, your audios, and even your services in exchange for people making a purchase that pays you an affiliate commission that is GREATER than what you could or would charge on your own.

Consider THIS:

I know a woman who gives away her own services to anyone who purchases a service she recommends that costs her readership about $10-$20, and pays HER over $100 (it’s a psychic reading service that pays a commission of $100 + to their affiliates for the first paid call, simply because they know that people who call once, will call back many times in the future as well, making it sensible for them to offer such a high commission to folks who recommend them).

She earns $300-$500 a day doing this, and is able to give away her own services in the process… which helps her attract an audience, grow her own reputation, built a great rapport and relationship with her readership, and earn a strong 6 figure salary as well.