White Hat Crew
The Art of Ethical Persuasion • White Hat Crew
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Antone Roundy

Antone is the creator of White Hat Crew, and the owner of Gecko Tribe, LLC. He's an internet marketer, blogger, and programmer.

Unlike some people who know what they want to do by the time they’re out of diapers, my path to internet marketing has taken a few twists and turns.

I don’t recall what I might have wanted to do early on, but by the time I graduated from high school, my interests were mostly in writing and music. I entered college as an English major.

After a year of college, I took two years off, which I spent in Japan. By the time I returned to school, I was thinking more practically (which may or may not be a good thing!), and registered as a math major.

Math is one of my strengths, but it didn’t take long to realize that math majors spend 99% of their time studying mathematical abstractions rather than the interesting real-world math I’d studied up till that point (hey, it was interesting to me!) And they take very few classes that deal with history, philosophy, the arts, etc.

Next, I considered majoring in business. I soon decided that marketing was the only area of business that wouldn’t bore me to tears. But before I could switch majors, I switched schools and ended up as a Japanese major instead.

I considered double majoring in Japanese and marketing, but eventually decided it would be better to graduate in whatever major I could complete most quickly. Japanese beat out marketing by one semester.

After graduation, I worked for a few years in the Japanese department of Claris, a subsidiary of Apple Computer, first as a software test engineer, and then as a programmer.

The 3 1/2 years I spent there were good, but then in 1998, it was time for a change. Aside from a few short stints as a contractor, I’ve been working independently ever since.

Today, I’d describe myself professionally as a programmer, internet marketer, and blogger.

Personally, I’m a husband, married since 2002, and father of three.
Why I Haven’t Been Blogging Lately: Small Business Revolution

It's been about 8 months since I announced I was "going quiet for a while" to work on some major projects with a business partner. Now, at last, we're releasing our first product, so you can start to get an idea of what I've been working on all this time. (There's a whole lot more...
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I just noticed an email I'd received from Dan Thies & Leslie Rohde about the release of version 3 of their Link Liberation SEO training and software. So I dropped by the site to take a look, watched a few of their videos, tried out the software, and was floored by what I saw.

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If you've ever tried recording yourself talking on video (or audio) for a podcast, vodcast, marketing video, etc., you know how difficult it can be to remember everything you wanted to say, and speak smoothly. In my experience, it's easier just to record multiple takes and splice it all together in editing than to get...
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I've been thinking lately about the big differences little things make.

Consider this. If you're going somewhere and you're off course by just one degree, after one foot, you'll miss your target by 0.2 inches. Trivial, right? But what about as you get farther out?

After 100 yards, you'll be off by 5.2 feet. No...
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I've been blogging daily for nearly 14 months now. 2 years ago, I hardly would have believed that possible. But with the right software, it hasn't been all that difficult.

However, I've just committed to a few major projects with a business partner that are going to consume as much time as I can give...
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The other day, Robin over at Profit Blog shared some good tips on how to ensure that your blog comments get approved (rather than getting junked because they look like spam):

The reason so many marketers are unsuccessful with blog commenting is because they cannot understand what it means to add value. So below are...
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Before we get to internet marketing, let's talk about the "Stupid Tax". According to the Urban Dictionary, it's:

The cost associated with engaging in any state sanctioned form of long odds gambling, i.e. playing the lottery.

Why "Stupid Tax"? As I wrote back in July:

I once calculated that winning the lottery is about like...
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We finally got our pumpkins carved last night. The kids sketched out their designs and then drew them on the pumpkins for my wife and I to carve (they're a little too young yet to do it themselves, but are old enough to enjoy seeing their designs finished.)

For mine, I decided to try something...
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I saw an interesting tweet the other day from Dr. Mani, but I'm going to give it to you one half at a time. Raise your right hand and repeat after me, "I will not skip ahead and peek at the second half."

Okay, here's the first half:

Success Key: Leverage everything to your advantage......
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Multiple Streams of Income, or Focus on One Thing?

Question: should you focus on one thing, or diversify?

Answer: no.

You should do both. But in the right way.

Today, Terry Dean posted a collection of 21 habits of successful entrepreneurs. Two that jumped out at me were:

3. Choose one market and focus on it.

It's tough for experienced marketers to manage several...
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Get to Know Us

White Hat Crew Hi. I'm Antone Roundy. I'm a strong believer in ethics, and have always tried to practice and promote ethical behavior in an industry where many slip over to the dark side. At White Hat Crew, I'll share insights into internet marketing, with extra emphasis on ethical issues.

Read my Internet Marketing Ethics Manifesto

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Riffs on a Purple Cow

Riffs on a Purple Cow is a Kindle eBook containing collection of articles I wrote, inspired by Seth Godin. Download your copy from Amazon.com.

It's also a demonstration of the blogging and business method outlined in my eBook, "How to Build and Operate an SEO Content Factory", which you can download for free in either of these formats:

PDF | Mobipocket (Kindle, etc.)

Tools I Use to Blog and Podcast

Here's a list of all the tools I use to publish this blog and podcast, and an outline of the process that makes it easier than you might think.
Building a StoryBrand: Clarify Your Message So Customers ...
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Amazon Price: $16.99