There is an old saying, “Good things come to those who wait.” This is true as you wait for that special morning when your garden strawberries reach sweet perfection. This is true as you wait with anticipation for the purchase of something for which you've been saving a long time. It is also true in online business.

Somewhere along the line many new online businesses assumed that if they simply bought a domain name and placed something for sale they would become fabulously wealthy and all their financial needs would be met.

Anyone who has been in business for any length of time understands there is a lot of actual work required to see positive financial gains. There are no get rich quick ideas that make you instantly wealthy.

Even online you will find actual work is required to see funds voluntarily transferred from a customer's account to yours. There are few promises and very little instant wealth.

This may be why so many individuals jump from one big idea to the next. These individuals believe there has to be one elusive idea that can erase past financial mistakes and bring about independence from bills.

Individuals who believe this are often the reason ‘unbelievable' job opportunities are created. Enterprising, but often less than scrupulous entrepreneurs lock onto a business idea that is vague enough to sound promising. They offer third party individuals cash to provide a glowing testimonial (even if they have never used the product, service or business idea) and they watch as hungry fish bite on their shiny lure.

I wouldn't mention the paid testimonials or endorsements, but I've been approached to do exactly what I described above. I didn't know anything about the product, but individuals wanted to use my name, likeness and business name to endorse their product. When I asked if I could review the product first I was simply told a script would be provided and I could alter the script to make it sound personal. The cash was mine – I just needed to say some good things about the company. I declined their ‘generous' offer.

Strangely I've been approached with similar paid offers on a regular basis. This can cause confusion for many because there will be questions about the legitimacy of the testimonials, the heart of the business idea and whether work is involved in making the idea successful.

Online business owners know that virtually anything they start from scratch on the web will take time to be noticed and longer still to be trusted. Patient persistence will be important to the success of their online idea.

Blogs can take months to be noticed and followed. This can make new bloggers feel as if they are in a room talking to themselves. Filling a site with new content may seem an effort based in futility when you check your daily stats and see very few unique visits.

It's not surprising, I suppose, but many online businesses close shop before they even really got the word out that they were open for business. It can be very hard to wait through this process – especially if you are spending money to create content, develop strong Search Engine Optimization (SEO) strategies or research new topics for a blog.

Good things will come to those who wait. How patient are you?