Jeremy Shoemaker
Publisher, ShoeMoney.com
Host, Net Income on Webmaster Radio

Serendipity’s like this. One day you you’re an appliance salesman at Sears and another you’re a web-celeb making bank on the Internet and helping others do the same. Well, there’s usually a little more to it than that, but as Jeremy Shoemaker explains, it’s taking the initiative that makes the difference.
 

“Procrastination,” he says, “is a five-syllable word for fear.”

Those of you who attend conferences like Webmaster World probably know, or at least, know of, Jeremy. His boundless enthusiasm for doing successful business on the Web is infectious. In addition to his consulting firm ShoeMoney Media Group, Inc., Jeremy shares his experiences through his blog Shoemoney.com, is an editor at Threadwatch.com, a contributor to SERoundtable.com, and the host of his own radio show, Net Income, on Webmaster Radio. He’s been on both the advertising and the publishing sides of the SEM world.

I recently spoke with Jeremy from his home, the “ShoeMoneyPlex,” in Lincoln, Nebraska,  to find out how a little chance, ingenuity and know-how, combined with a lot of perseverance, translates to success.

MICHAEL MATTIS: So give me the quick low-down on ShoeMoney.com and your Webmaster Radio program, Net Income. What are your goals?

JEREMY SHOEMAKER: My goal on Shoemoney.com is to write about my experiences, with the idea that they may help others earn money online. We all have frustrations and need help from time to time, and I just started sharing some of the things I have learned with others. I do this through my radio show as well; in addition to listening to my interviews and hearing ideas, people can call in and ask me questions.

MICHAEL MATTIS: How did you get started in all this?

JEREMY SHOEMAKER: While working as an appliance salesman at Sears, a customer offered me a job at an ISP. The customer had heard I was known to have computer skills. At that time, those skills consisted mostly of playing video games. But I learned everything I could about Linux, Web server management and mail system management. Eventually I ended up doing security administration for large financial institutions. My first web site experience was with MacOsRumors.com. I hosted it and helped in finding advertisers.

MICHAEL MATTIS: How important were those job experiences for what you’re doing now?

JEREMY SHOEMAKER: Very. The MOSR experience showed me the power of the numbers. I could see the statistics and analysis. After all, that’s what Search Engine Marketing (“SEM”) is all about; the numbers and how you make them work for you. And the security administration jobs in the big banks showed me that I didn’t want to be a corporate number all my life. (Editor’s Note: We resent that last remark :-)) So I took the leap and started doing my own thing.

MICHAEL MATTIS: How do you enhance your technical skills?

JEREMY SHOEMAKER: By this time you might get the impression that I am fairly action-orientated. I find a lot of solutions just by trying to work problems out. I do have a huge library of programming language books, but I only scan them for clues. I just jump in there and start trying stuff that leads me to a solution.

MICHAEL MATTIS: How did you get started with contextual advertising?

JEREMY SHOEMAKER: My business really took off two-and-half years ago. What really got me interested me in it was that it’s basically “fire and forget.” You just fire off a simple line of code and let advertisers choose the best product to advertise on your web site based on context.

I got interested in it because it makes money. I can instantly deploy advertising on five million pages like I did it by hand. What more can I say? Contextual advertising; it’s quick; it’s easy, it makes money. Win, win, win.

MICHAEL MATTIS: If there were three things that you would tell other publishers to help them be successful, what would they be?

JEREMY SHOEMAKER: Number One: Just do it! If you have an idea, go with it. Get a site up and running. Procrastination is a five-syllable word for fear. Don’t be afraid to fail or that your site isn’t a work of art. Get it going and tweak it later. Believe me; you will learn so much stuff just by doing it.

Number Two: Don’t overplan. You can get yourself into a state of paralysis by analysis. No kidding, I get guys sending me 12-page business plans almost every day. And that’s fine, but it won’t get your site up and running. I truly believe in this business, but structure has to come after the money starts coming in.

Number Three: Prioritize Potentially Profitable Projects. Take an honest look at your ideas. Then work on the idea that has the most potential for profit. The goal here is to make money, not to be entertained. I love what I do, but the thing I love most about it is the money it makes me. I love keeping score with dollars.

—Michael Mattis, Blog Editor