However, there are some people who are making hundreds of thousands .... and some millions.... of dollars online. So obviously, it is possible. How did those who are doing well online do it? Some were lucky - timing is their secret. They stumbled upon a trend at just right time and often were first ones to present it to market. Others went through a lot of trial and error until they hit upon a formula that worked. And others all learned from someone willing to take them under their wing and teach them.

Of above three categories, I fall into later. I decided I did not like hand that life had dealt me, and I decided to make a change. Then I searched until I found someone I KNEW was "walking walk." Finally, I decided, much as Mr. Edison's assistant did, that I was going to make this person... actually these people, teach me ropes. Part of that decision was deciding that I would not take no for an answer... as I broke into that inner circle. That's decision you now need to make.

Finding someone who has discovered what works and how to really do it is easiest and probably quickest way to succeed online. It's also cheapest way. Many people use trial and error method, experimenting and learning what works on their own. The problem with that is that by time they start to figure it out, their competitors have often figured it out first. This makes their new knowledge much less valuable since it is now less rare.... many of your competitors now have this old knowledge.

Those lucky enough to stumble upon something that makes them an online success, really had no control over what happened to them. Fate just smiled upon them. You probably cannot afford to wait and hope this happens to you.

So now you are left with one choice - decided that you are going to allow yourself to succeed. Then locate someone who knows what you need to know and get them to teach you. Decide to do whatever it takes, and commit not to give up or take no for an answer. Once you've decided.... really decided to succeed, nature .... God... makes it happen. The whole key is for you to make that one decision and then help it to happen. Have you made that decision yet?

You must have cash to pay for excellent PR counsel as well as for excellent legal counsel. You must be prepared to support tactics that will lead to victory. This often includes such expensive items as advertising and lawsuits.

Each year’s company budget should include a PR defense fund large enough to fend off any attack, larger or small.

Third, you must see a recognizable gain.

Never go to war with media if there is nothing for you to gain by it.

In short, never fight out of spite.

Let’s say a columnist in a free alternative tabloid makes a snotty comment about your company that is obviously unfair and untrue. Forget about going to war with that reporter.

It’s not worth effort. The odds are low that anyone among your key stakeholders saw they item. If they did, they likely put no credence in item.

Simply write a careful, polite letter to editor that refutes comment and presents facts. Ask tabloid to publish letter. If it refuses, buy ad space.

You do this only to get it on record that comment is unfair and untrue, just in case a reporter at a mainstream paper decides to pick up on story.

That’s it. Leave it alone.

Keep your powder dry and save your resources for battles that count.

In addition, there must a low risk of revealing other bad news. The last thing you need is to fend off a media attack on an unfair and untrue story, only to have media uncover a fair, true and devastating story.

If you have skeletons in your closet, stay away from a media battle.

Copyright 2003 by W.O. Cawley Jr.