I sat down with Internet marketing professional, Abe Cherian to grill him on what makes his Internet Empire so unique and profitable. I wanted to get a real, in-depth approach to his many long hours of hard work.

With fluctuations in the economy, business decision making becomes critical to survive. What Abe shared with me about his unique selling advantage and his profitable enterprise with powerful management tools paved the way to critical elements of modern Internet business thinking.

Steven: Millions of people from various cultures feel they need to know more ways to survive. One such way, as you mentioned earlier, is for them to take their own entrepreneurial journey. What do you say to someone who comes to you asking for this type of advice?

Abe: Great question, Steven. Entrepreneurship is not really a means to survive, but an opportunity to thrive. I mean, no body dreams of just ’surviving.’ Often times, dreams are about huge successes.

To be an Entrepreneur means turning ones dream into reality.

Being an Entrepreneur also means, a person who organizes and manages any enterprise. An employer of productive ideas and labor. A person who creates further prosperity, jobs, and opportunity in the community. A person who brings in value to the marketplace.

To me, that is a huge responsibility.

The good news is, Entrepreneurship is ‘initiated’ by a person. Nobody is born as an Entrepreneur, but any one can ‘initiate’ it.

The good news is, anyone can learn the skills necessary to run an enterprise and bring value into the marketplace.

Today we as humans have a tremendous opportunity to use powerful communication tools, and access to great information for little or no money.

Sooner or later, you will learn that, ‘knowing’ is one thing, but having the tenacity to ‘act on that knowledge’ is what makes every day people turn into entrepreneurs.

I would say to any one, who is pondering on the idea of starting a business, act on it quickly. Once you decide that this is the path that you want to take, then it becomes a journey. But, what a journey it will be.

Steven: Thinking back when you first started your business, did you have any idea you were going to become successful by doing what you are passionate about?

Abe: I have heard from other successful people, that when you do what you love to do, you will most likely enjoy success. Like most people starting out, my goal was financial freedom, but I did not have a clue that it could happen so quickly.

Success means different things to different people. I think success comes in stages. When you reach your goal of financial freedom, then success means something much greater than money.

I have a lot of work to do.

Steven: Realizing that we are still in a recession, and that millions of workers are out of a job, what impact have you seen in the Internet advertising industry as a whole from online companies going out of business? And, does it actually impact you at all?

Abe: Jim Rohn said…

“Life and business are like the changing seasons. A major lesson in life to learn is how to handle the winters. Winter time allows you to get stronger, wiser, better. The winters won’t change, but you can.

Think like a Farmer. For a farmer, springtime is his most active time. It’s then when he must work around the clock, up before the sun and still toiling at the stroke of midnight. He must keep his equipment running at full capacity because he has but a small window of time for the planting of his crop. Eventually winter comes when there is less for him to do to keep him busy.”

Fortunately, following the turbulence of winter comes the season of activity and opportunity called springtime. It is the season for entering the fertile fields of life with seed, knowledge, commitment, and a determined effort.”

Jim’s attitude and philosophy has a lot of Impact on me, and how I run my business. Watch out, spring time is coming soon! And then harvest time, and winter again for sure. The cycles are never going to change. It hasn’t for over 6000 years.

Steven: With so much business creation, start ups, and product development information available on the Internet, what sets your business apart from other Internet media marketing companies? I mean, you’re one of the leading experts in this field, what has been the key to lasting this long?

Abe: During the California Gold Rush in the 1840’s, a lot more entrepreneurs made money by selling ‘picks’ and ’shovels’. The Internet is still in the gold rush period, and my business sells them ‘picks’ and ’shovels’ that makes it possible for entrepreneurs to make profits, (tools and channels necessary for the wealth miners on the Internet).

When I started this business in 1998, I knew it was going to be a Journey of a lifetime for me. Quiting was not an option for me. I guess that is the main reason, why my business lasted over 10 years. It is one of the best things that happened in my life, so I feel no need to stop now.

Steven: I’m going to switch gears on you and would like to know your thoughts about building relationships and the core to your lead generating success. Without displacing any secrets, what core model would you consider vital to your business?

Abe: I think ‘consistency’ and ‘discipline’ is probably the best practice for building relationships and generating leads. If you are consistently searching and providing the best solutions for your clients, in a highly disciplined way, then you will see growth in your business.

The models that we use are no secret. It’s about working on strengthening the pillars that hold up the fort. The pillars are your model.

For a business to sustain and bring value into the marketplace, the first and most important model to put in place, is your ‘Cash Flow Model.’

The “cash flow model” we use are as follows, in order…

1. Front end lead generation product
2. Relationship building and support
3. Subscription products
4. Advanced relationship building
5. Up sells and one time offers
6. High ticket services
7. Constant improvement in systems and products

Pretty basic stuff. But, it is powerful if you apply it in a consistent and disciplined manner. That is why I value ‘Consistency’  and ‘Discipline’ as the core practice. Models may change from time to time, but with any model, again, consistency and discipline is the key.

Steven: I remember one conversation you and I had years ago about social networking. It was lengthy and full of ideas. What is your take on the social networking craze, and what adjustments have you made in your business to fit in?

Abe: Social Networking is one of several ‘Pillars of Marketing’. It is powerful, but it is only one of several channels to keep your ‘lead generation funnel’ stocked.

At Multiple Stream Media, we use almost all major Social Marketing channels, like Twitter and MySpace — but we have realized that ‘hosting’ a Social Networking platform gives you the most leverage of time. We launched http://www.startupnet.com with that in mind, and have been experiencing a viral growth because of it.

Anyone can start a social networking website that is geared toward a specific market with the help of Social Networking platforms like the Ning Network, (ning.com).

It’s Exciting.

Steven: You are the true pioneer of multiple stream media. Many other Internet marketing firms still believe email is the driving force behind the success of their online business. What challenges have you faced and overcome using email as technology advances?

Abe: According to a survey we did on our blog, (Msmediablog.com) a month or so ago, email marketing still rules the roost. Here are the results:

Question: What 3 Internet Marketing tactics will you emphasize most in the next 3 months?

Option 1: Email Marketing – 63%
Option 2: Pay-per-click – 57%
Option 3: Social Networking – 48%
Option 4: Blogging – 34%
Option 5: SEO Optimization – 31%
Option 6: Offline Advertorials – 8%
Option 7: Video Marketing – 8%

Email marketing has it’s challenges; but with any challenge, there are other sub-industries who take advantage of the opportunity, and come up with solutions. Email companies can now take advantage of ‘Certified Email’ services like Goodmail.com to obtain more deliverability.

Entrepreneurs who wish to profit from Email Marketing without worrying about major deliverability issues and spam, can use the list management service that we provide, http://www.imediamarketingtools.com to boost sales and build relationships.

Steven: Obviously, the best website with the best offer doesn’t necessarily mean people will purchase from you. How do you know what tools online business owners want?

Abe: True, creating a great offer is only the first stage in marketing. In order for people to purchase your product, you obviously have to find strategies that will give you maximum leverage in reaching your target audience.

Entrepreneurs now have a tremendous opportunity to use powerful communication tools, and access to great information for little or no money.

Testing is key, and there are many tools available to test and determine what will work for you. We offer tracking and survey tools with the iMediaMarketingTools.com service.

Tools are available for every stage of marketing your website.

Steven: I understand you are accepting one-on-one consultations with people who haven’t quite discovered their dreams or aspirations. How do you manage to nurture someone new to the Internet business model where they learn to empower others to become good at it, too?

Abe: For years, my team and I have been helping many aspiring entrepreneurs understand and take advantage of the Internet Medium to grow their business.

We offer free phone consultations, and one-on-one webinars on how to correctly use the tools to profit from their efforts. Anyone can call us and seek help. (845) 247 2565 Ext2.

I am working on publishing a book that will nurture, and empower, hidden dreams, and aspirations, from within people and motivate them to take action toward the first step (Stage One) in their Entrepreneurial Journey.

As you already know, Steven, I approached you for help with this book. Your experience in Marketing, and as a Journalist and writer, I realize that we can make this information available to thousands of people globally.

There are many business books available about success and self help.

What I want to share with others in this book, is my own experience in building an online business from $0 to 1 Million in sales. It’s a combination of my story and a how to book.

Steven: In closing, online advertising has challenges like any other business. Where do you see promotion on the Internet headed to in 2012?

Abe: Business owners in any Industry face challenges. Challenges are opportunities to learn. Without obstacles, no business will know what to avoid. The online advertising business is no different.

In 2012, it will be the same. Marketers will still want to find ways to promote their products. Consumers will still buy and consume goods and services. Authorities will still put in place rules and regulations that creates a safe environment for online surfers. Nothing will change. There will be huge opportunities, there will be challenges.

The only change that will happen is within YOU.

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Most management principals that are practiced by a company each day directly reflects how much they believe in being firm. fair, and consistent. A company with a foundation built on Honesty and Integrity in all that they do will win the hearts and minds, of both, employees and customers.

The key to any organization earning respect is to mean what you say and doing things right. Although, some businesses make a business decision not to participate in professional organizations with high fees and annual social gatherings so that added value can be delivered to its clients through reduced fees.

While it is nice to receive recognition from your peers, that should not be the driving force of your business or the corporate objective. The corporate objective should value what the client receives on a daily basis, because what is important to them is the only thing that really matters.

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For many years marketers were in control and advertised their products and services in order to sell as much as possible of what they produced. However, there has been a seismic shift this year and it is now the consumer that calls the shots. This change in the center of control has substantial implications for marketing as traditional marketing practices have been established around the marketer in the controlling role.

At the same time, we have been witnessing an increase in the disenfranchised consumer in developed markets. This shows that marketers now have to take into account a consumer who is knowledgeable about marketing, and in many cases, cynical. They seem to de-construct marketing messages, or in more extreme cases, set up pressure groups to air their views on specific marketers or marketing practices.

The move away from mass marketing towards one-to-one and niche marketing also plays a key role. Consumers will increasingly expect marketers to deliver what they are looking for, and not a product or service that is simply designed to appeal to as many potential buyers as possible. They are looking to direct a dialogue with a marketer, not receive a monologue.

The consumer in control is one of the most important forces of change impacting on marketing today as it is changing so many of the practices and processes that are established. Through the loop has been analyzing some of the implications of this as part of its Knowledge Development Program.

This need for having greater control results from a number of factors. The over riding factor is the rise in uncertainty in life. This has occurred for a number of reasons, some of which are closer to individual consumers and some of which are more intense, but make a clear impression.

Major economic events can impact on consumer uncertainty and lead to buying decisions being postponed or canceled. It is too early to be sure of the long-term impact of the financial meltdown. However, research has shown that short-term uncertainty may not necessarily dampen longer term underlying optimism.

Closer to home, there is frequently less stability in consumers’ lives today. Changing working practices have meant that there is a job no longer guaranteed for life as we currently see it. Work may not provide the security required for consumers and their families. Furthermore, they may find that their journeys to and from the workplace are taking longer due to traffic congestion, or extensive travel miles.

Some companies have been looking to down shift, opting out of the normal working environment for a different type of life. Others will look to change how they work within traditional employment. Employers and employees have to work together to find ways to bring a level of personnel control back into the workplace.

Time and pressure is increasing. A reduction in working hours was supposed to lead to greater leisure time. Have working hours actually been reduced? In addition, there are an increasing number of activities that make demands on precious leisure time. Consequently, there appears to be less time to relax and take things easy. This adds to the level of stress experienced and a perceived loss of control.

On a smaller level, the personal information that is being collected from consumers whenever they use a credit card, visit a Web site, or telephone a call center leads to a degree of uncertainty about how that information will be used by the company. Consumers will look for confirmation about what is collected, how it is stored and how it is likely to be used. They want to retain control of their own personal data.

The current economy is also changing social patterns, which includes the fact that more women are working in increasingly senior roles. This leads to a shift in how household roles and childcare are allocated between parents. This means that there is an opportunity to help consumers maintain control over their home lives.

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For many years marketers were in control and advertised their products and services in order to sell as much as possible of what they produced. However, there has been a seismic shift in recent years and it is now the consumer that calls the shots. This change in the center of control has substantial implications for marketing as traditional marketing practices have been established around the marketer in the controlling role.

At the same time we have been witnessing an increase in the disenfranchised consumer in developed markets. This shows that marketers now have to take into account a consumer who is knowledgeable about marketing and, in many cases, cynical. They may de-construct marketing messages or, in more extreme cases, set up pressure groups to air their views on specific marketers or marketing practices.

The move away from mass marketing towards one-to-one and niche marketing also plays a key role. Consumers will increasingly expect marketers to deliver what they are looking for, not a product or service that is simply designed to appeal to as many potential buyers as possible. They are looking to direct a dialogue with a marketer, not receive a monologue.

The consumer in control is one of the most important Forces of change impacting on marketing today as it is changing so many of the practices and processes that are established. Through the Loop has been analyzing some of the implications of this as part of its Knowledge Development Program.

Why is there a need for more marketing control?

This need for having greater control results from a number of factors. The over riding factor is the rise in uncertainty in life. This has occurred for a number of reasons, some of which are closer to individual consumers and some of which are more micro but make a clear impression.

Major world events can impact on consumer uncertainty and lead to buying decisions being postponed or cancelled. It is too early to be sure of the long-term impact of 11 September However, research has shown that short-term uncertainty may not necessarily dampen longer-term underlying optimism.

Closer to home, there is frequently less stability in consumers’ lives. Changing working practices have meant that there is a job no longer guaranteed for life. Work may not provide the security required for consumers and their families. Furthermore, they may find that their journeys to and from the workplace are taking longer due to traffic congestion. Some have been looking to downshift, opting out of  the normal working environment for a different type of life. Others will look to change how they work within “traditional” employment. Employers and employees have to work together to find ways to bring a level of personnel control back into the workplace.

Time pressure is increasing. A reduction in working hours was supposed to lead to greater leisure time. Have working hours actually been reduced? In addition, there are an increasing number of activities that make demands on precious leisure time. Consequently, there appears to be less time to relax and take things easy. This adds to the level of stress experienced and a perceived loss of control.

Changing social patterns includes the fact that more women are working and in increasingly senior roles. This leads to a shift in how household roles and childcare are allocated between parents. This means that there is an opportunity to help consumers maintain control over their home lives.

On a more micro level, the personal information that is being collected from consumers whenever they use a credit card, visit a Web site or telephone a call center leads to a degree of uncertainty about how that information will be used by the company. Consumers will look for confirmation about what is collected, how it is stored and how it is likely to be used. They want to retain control of their own personal data.

Continue reading...