ÐÏࡱá>þÿ   þÿÿÿü ý þ ÿ            ÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿì¥Á7 ð¿­ÿbjbjUU z7|7|­ûÿÿÿÿÿÿl°°°°°°°Ĩ¨¨¨ ´ì Ä\W¶¬¬¬¬¬¬¬¬ØNÚNÚNÚN/ OüSüWX 2ZBW°¬¬¬¬¬WN°°¬¬WNNN¬Î°¬°¬ØNN¬ØNN°NÌN°°ÌN¬  p:?v·òÆÄä¨z9nÌNÌN ,W0\WÌNtZèM4tZÌNNÄÄ°°°°Ù ART OF THE RAINMAKER YOUR COMPLETE GUIDE TO OUTSTANDING MARKETING SUCCESS Copyright 2005-2006 ArtofTheRainmaker.com Copyright Notices Copyright © 2006 All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, mechanical or electronic, including photocopying and recording, or by any information storage and retrieval system, without permission in writing form the publisher. Requests for further information should be addressed to Joseph Collazo or Matthew Gold at: () Legal Notices While all attempts have been made to verify information provided in this publication, neither the author nor the Publisher assumes any responsibility for error, omissions or contrary interpretation of the subject matter herein. This publication is not intended for use as a source of legal or accounting advice. The Publisher wants to stress that the information contained herein may be subject to varying provincial, state and or local laws or regulations. All users are advised to retain competent counsel to determine what provincial, state and/or local laws or regulations may apply to the user’s particular business. The purchaser or reader of this publication assumes responsibility for the use of these materials and information. 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Table Of Contents Page # Introduction........................................................................................................... 5 Interview #1 w/ Gary Halbert.............................................................................. 7 Interview #2 w/ Marc Goldman.......................................................................... 21 Interview #3 w/ Jason Potash.............................................................................. 28 Interview #4 w/ Carlos Garcia............................................................................. 35 Interview #5 w/ Willie Crawford......................................................................... 40 Interview #6 w/ Bob Leduc.................................................................................. 46 Interview #7 w/ Mike Filsaime............................................................................ 54 Interview #8 w/ Joan Stewart.............................................................................. 60 Interview #9 w/ Jack Humphrey......................................................................... 67 Interview #10 w/ Jeff Mulligan........................................................................... 74 Interview #11 w/ Marty Fiegl............................................................................... 80 Interview #12 w/ Stone Evans............................................................................. 87 Interview #13 w/ Kevin Nunley........................................................................... 91 Interview #14 w/ Anne Ahira............................................................................... 99 Interview #15 w/ Heather Colman...................................................................... 107 Interview #16 w/ Jeff Smith................................................................................. 113 Interview #17 w/ Charles Fuchs.......................................................................... 120 Interview #18 w/ Brian Terry............................................................................... 127 Interview #19 w/ Abe Cherian............................................................................. 135 Interview #20 w/ Rosalind Gardner.................................................................... 142 Interview #21 w/ Teresa King.............................................................................. 149 Interview #22 w/ Ray L. Edwards....................................................................... 157 Interview #23 w/ Angela Wu............................................................................... 162 Interview #24 w/ Gary Lockwood....................................................................... 169 Interview #25 w/ Bryan Hall............................................................................... 177 Interview #26 w/ Sen Ze....................................................................................... 185 Interview #27 w/ Anik Singal............................................................................... 194 Interview #28 w/ Joe Vitale................................................................................. 201 Interview #29 w/ Michael Green......................................................................... 209 Interview #30 w/ Robert Smith........................................................................... 215 Interview #31 w/ Randy Gage............................................................................. 223 Interview #32 w/ Larry Dotson............................................................................ 231 Interview #33 w/ Stephen Pierce......................................................................... 237 Interview #34 w/ Neil Shearing........................................................................... 241 Interview #35 w/ Edward Thorpe........................................................................ 251 Interview #36 w/ David Garfinkel....................................................................... 258 Interview #37 w/ Jay Conrad Levinson.............................................................. 265 Interview #38 w/ Mike Glaspie............................................................................ 273 Interview #39 w/ Diane Hughes.......................................................................... 278 Interview #40 w/ Alex Sampson.......................................................................... 285 Interview #41 w/ Jason Mangrum...................................................................... 294 Final Thoughts...................................................................................................... 299 Introduction & Welcome! First things first… Thank you for taking the initiative and purchasing this course. I want you to know that you made one of the best decisions of your business life (in terms of profits at least!). Not only am I happy to have you as a customer - I am extremely excited to SERVE you. It is my intention to really go the extra mile for all my customers. Whether this is in bringing you the best information, sharing valuable resources, providing great customer support or continuing to create products and services that you’ll love - we are here to serve. As I am yours in service, feel free to send your thoughts. I very much enjoy to read of the successes my clients are having and encourage you to send your own. If you ever have some suggestions, opinions or feedback - or just want to say something kind by all means send me a message. The easiest way to reach me personally is by mailing me at: spiritualmarketers@comcast.net As this is my personal e-mail, please do not pass it around. It’s for my customers only. Over the next few months I have some really great surprises lined up for you, and hope you take advantage of them. I suggest you keep an eye out for messages from me - you should also “whitelist” anything from rainmakersecrets.com or artoftherainmaker.com. For instructions on how to do this, go to: http://www.cleanmymailbox.com/whitelist-sample.html Now, as this course contains TONS of powerful information, I have a few recommendations to get the most out of it… #1 - Take Notes As you go through each interview, take notes on the strategies and ideas that you can implement in your own business. Once you are done studying the entire course, you’ll be able to pick out specific “action-plans” to boost your sales, traffic & profits. #2 - Don’t rush Avoid information overload. There is a lot of information here. Thousands of dollars worth! So take your time - It might be best to only do a couple chapters a day and fully let the information sink in. #3 - Study other marketers The marketers included in this course are all geniuses. I am not saying this for any reason other then it’s where I’ve learnt a lot of my marketing expertise from. I’ve included links to their websites, and pictures of their homepages for this purpose. Why not take a few minutes to study their web layout, their headlines and their offers. You might just find that nugget of gold that will make you a small fortune. #4 - Have a vision in mind If you already have a business, or you’re working on creating one…make sure you have a vision in mind of what you want. It will make applying this information so much easier. So what it is you really want? How much money? Why? Make sure you know exactly the outcome you want before you’re going. If you don’t know where you want to end up, it really doesn’t matter where you go. (Or what actions you take). Enjoy the course-it has taken me over three months of fulltime work to get all the interviews, compile everything and provide you with such amazing value. I love the course myself so I can only hope you feel the same way! Alright. We’ll talk soon! Matthew Gold Joseph Collazo Gary Halbert www.thegaryhalbertletter.com Gary Halbert will tell you, on sober judgment, that he is the world's greatest copywriter. Actually, not many would disagree. The man is a legend in direct marketing. People pay thousands of dollars to hear him speak. Gary is a master of psychology and social engineering. He has made millions of dollars for himself and his clients which have included Hollywood's movie star elite. If you take a hard look at any of Gary's letters and some of the off-the-wall content in his writings, you will get one of the best educations in writing copy, bar none. If you can really learn from his letters you will find yourself writing ad copy that will pull in customers like never before. (Gold): Gary, What’s the secret to making money? (Halbert): Usually, when someone asks me that, I tell them they should get involved in whatever excites them the most. And I think that’s good advice. Money, in my opinion, especially big money, is most often a by-product of enthusiasm. If a person, secretly in his heart, wants to be an architect, he shouldn't go into selling real estate, for example, just because he has heard that that is where the money is. The money is where the enthusiasm is. Please remember this! Remember it also when you need to hire someone. Always look for the most enthusiastic person, not necessarily the most qualified. (Gold): That was easy. Now the secret of marketing, please. (Halbert): The very first thing to realize is that you must become a "student of markets". Not products. Not techniques. Not copywriting. Not how to buy space or whatever. Now, of course, all of these things are important and you must learn about them, but, the first and the most important thing you must learn is what people want to buy. (Gold): And we learn that how? (Halbert): It's easy. You see, the way to deduce what people want to buy is to simply observe what they DO buy! It's as simple as that. But be careful. You want to know what people actually DO buy, not what they SAY they buy. Here's a true story. Once upon a time a beer company did a survey to find out which of their products customers preferred and you know what? To their astonishment they found that 80% or so of the people they surveyed preferred their premium beer as opposed to their regular beer. Why were they astonished? The answer is easy. You see, their sales figures were showing that most people bought their regular beer and NOT the premium. What's going on here? Well, for one thing, it is very common. You see, the surveyed people were trying to give the "right" answer and so they put down as an answer the beer they felt they SHOULD DRINK. It happens all the time. But pity any poor fool who decides to go into the brewery business based on this kind of erroneous marketing information. (Gold): Beautiful. Give us another mistake in the making. (Halbert): Here's another example of how people struggle to give the "right" answer. How many people do you know who read the "National Enquirer"? Not many huh? Almost everybody I talk with really puts down the "Enquirer". But guess what? The "National Enquirer" is the largest selling newspaper in the world-BY FAR! Yet nobody reads it. At least not here on earth. It must be all those Martians. What do people read? I'll bet if you took a survey you would discover that the most read book of all is the Bible. It's just not true. Hardly anyone (percentage wise) has actually read the Bible. A lot of people own a Bible, a lot of people DISPLAY their Bibles, some people are given to swearing on a Bible but damn few people have actually READ the Bible. And who can blame them? The Bible is repetitive, hard-to-read and most of it is deadly boring. Yet people feel guilty and, in their attempt to give the RIGHT answer, they will say (and often convince themselves) that the Bible is their favorite reading material. You want to know what some people would consider a sickening statistic? Here it is: MORE PEOPLE READ THE "NATIONAL ENQUIRER" IN ONE SINGLE WEEK THAN HAVE EVER READ THE BIBLE IN THE LAST 2,000 YEARS! Sorry. But that's the way it is. And, if you want to be a top notch marketing man you have to know how it is. How it really is. Not how people (or you) wish it was or how they think it is. No. You must become a "student of reality.” (Gold): So how do we find out what folks really buy? (Halbert): How do you find out what people actually buy? And, more particularly, how do you find out what they buy via direct response? The "SRDS Direct Mail List Book". Then what you should do is turn to the CONSUMER LISTS section and just start reading. It will be quite an adventure. You should pay special attention to the numbers involved and the descriptions of the lists. (Gold): And how do you know what they really buy, and therefore what they really want? (Halbert): As you know, once in a while I give a class on copywriting and/or selling by mail. One of the questions I like to ask my students is: "If you and I both owned a hamburger stand and we were in a contest to see who would sell the most hamburgers, what advantages would you most like to have on your side?" The answers vary. Some people say they would like to have the advantage of having superior meat from which to make their hamburgers. Others say they want sesame seed buns. Others mention location. Someone usually wants to be able to offer the lowest prices. And so on. Anyway, after my students are finished telling what advantages they would most like to have I say to them: "O.K., I'll give you every single advantage you asked for. I, myself, only want one advantage and, if you will give it to me, I will whip the pants off of all of you when it comes to selling burgers!" "What advantage do you want?" they ask. "The only advantage I want," I reply, "is A STARVING CROWD!" Think about it. What I am trying to teach you here is to constantly be on the lookout for groups of people (markets) who have demonstrated that they are starving (or at least hungry!) for some particular product or service. How do you measure this hunger? Well, fortunately, if you are working with mailing lists, it is rather easy. (Gold): Could we have an example, Gary? (Halbert): Sure. Suppose you want to sell a book on how to invest money and you have created a direct mail promotion designed to sell this book. Who do you mail your promotion to? Here are some possibilities: We could mail it to people whose names and address we get right out of a telephone book… This is a terrible idea. There are too many non-prospects in this kind of group. The only thing in common that people in the phone book have is that they all have a phone. Some of the people won't have any money to invest. Some of them never purchase anything by mail. Some of them are too busy (or uninterested) to even read your letter. Some of them don't even know how to read! In short there is too much waste circulation. This is like shooting with a shotgun instead of a rifle. (Gold): Or… (Halbert): Or we could mail our promotion to people whose names and addresses we get from a phone book but only to those people who live in high income areas… This is a little better, but not nearly good enough. High-income areas are, incidentally, easy to identify because several companies have compiled statistics on every zip code in the United States and they can tell you with great accuracy the average income per person in each zip code. They can also, by the way, tell you the average education level, average age, how much they spend on automobiles and a bunch of other stuff. However, as I said, this still isn't nearly good enough. For one thing, not everybody who lives in a high-income area has a high income. Some of these people might be the maids or gardeners or some other type of servant. (Come to think of it, I'm not so sure that quite a few gardeners aren't wealthy.) Some of these people may have money but are not interested in investing. Some of them may always buy books from a bookstore and never by mail. Some of these people can't read English. (There are more and more rich foreigners in our country.) Some of them may have money to invest but are only interested in investing in areas in which they already have expertise. Whatever. Once again we are shooting with a shotgun instead of a rifle. Once again, too much waste circulation. (Gold): So let’s narrow things down a little more. (Halbert): We could mail our piece to a group of people that we are relatively sure have above-average incomes. Like doctors. Lawyers. Architects. Top executives. Accountants. Owners of expensive homes. Owners of Rolls Royce automobiles. And so on… Not bad. We are now getting into areas where we at least have a chance. At least we are relatively sure that most of these people have a high enough income to maybe be interested in investing. Whether they are interested or not, we can't know, but at least, if they are, they probably have the ability to do some investing. This group of people is certainly more likely to respond to our pitch than the first two groups but, as you shall see, we can do better. (Gold): Something tells me we’re going to do a lot better. (Halbert): We could mail our promotion to a list of upper income people who are proven mail order buyers. Buyers of what, you ask? Actually, for the purposes of selling by mail, it is generally true that mail order buyers of anything are better than almost any group of non-mail order buyers. And, in this case, we have added the extra qualifications that they must be wealthy mail order buyers. Now we are getting down to business. This is the first group I have described that gives us a reasonable shot at success. Not bad. Not bad at all. But now, let's stop fooling around. We could mail our promotion to a group of wealthy people who have ordered some other investment book by mail. Bingo! Now we're cooking. What could be better? They are upper income. They are mail order buyers. And, they have purchased BY MAIL a product similar to ours. What could be better? This is just about as "hot" of a list as we can get! Or is it? (Gold): Why do I think we’re going to get even hotter? (Halbert): We could mail our promotion to a list of wealthy people who have purchased (by mail) a product similar to ours - several times! Yeah! Now we're cooking! Just imagine. They're mail order buyers. They're wealthy! They've purchased (by mail) a product similar to ours. AND they are repeat buyers of this type of product. How sweet it is! Can it get any sweeter? (Gold): Can it? (Halbert): We could mail our promotion to a list of wealthy people who have purchased (by mail) a product similar to ours, several times, AND WHO HAVE PAID BIG MONEY FOR WHAT THEY BOUGHT. Goody. These people are very close to the "crème de la crème" of lists we can mail to. But wait! Why do I say they are "very close" to the best? After all, what more could we ask for? Hold on! We're not done yet. We could mail our promotion to a list of wealthy people who have purchased (by mail) a product similar to ours-and who have done so repeatedly-and who have paid big money for what they purchased-AND WHO HAVE VERY RECENTLY MADE SUCH A PURCHASE! (Gold): Oh, come on. That has to be as good as it gets. How more precisely can you even design a list, much less rent one? (Halbert): Stay tuned. We could mail our promotion to a list of people who have all the characteristics of possibility #8 AND A LIST THAT OUR FRIENDLY LIST BROKER TELLS US IS WORKING LIKE CRAZY FOR OTHER MAILERS WITH PROMOTIONS SIMILAR TO OURS. For a variety of reasons, many lists that should work don't. Who knows why? It really doesn't matter why. What matters is that a list is or is not responsive. And the best way to know what lists are hot is to have a good relationship with a good honest broker. In fact, if you have a good relationship with a good broker one of the things he will do (because it is to his financial advantage) is to keep an eye out for hot lists that are likely to work for your offers. And now, with this last list we have truly identified the best list you can mail to. (Gold): Finally. (Halbert): Almost. (Gold): Ahhhh! (Halbert): Yep, we can still do better! There is one group of people who will respond even better than all the other 9 groups I have described. Can you guess what list this will be? Think about it a minute. It’s not obscure, and it doesn’t take any more research. (Gold): I give up. (Halbert): One more clue-you don’t even need a list broker. (Gold): Go ahead, make us kick ourselves. (Halbert): THE BEST LIST OF ALL IS YOUR OWN CUSTOMER LIST! All other things being equal, your own customers should respond far better than any other list you can get. Of course there is one caveat. THEY MUST BE SATISFIED CUSTOMERS! (Gold): Wow Gary! That’s powerful stuff. One last question, what do you think is the reason that TheGaryHalbertLetter is so incredibly successful? (Halbert): Real actual, honest-to-God content without asking for anything in return. Not even an email address. (Gold): Thanks, Gary. Great stuff. ______________________________ Quick Summary: So be a student of markets. And what are markets? They are groups of people buying and selling things. So the student of markets knows what people buy, what they really buy. Because what they really buy is what they really want, whatever they may say they want or buy. From there it’s just a matter of refining and distilling your concept of market: people who, people who, people who, until the end of the sentence has to be “and who would naturally want what I have to sell.” I highly recommend you check out Gary’s letter by clicking on the image below. Also, Gary was kind enough to let us include 27 pearls of wisdom from his Gary Halbert letter, here it is: From: North of Jewfish Creek Dear Friend & Subscriber, He might not know it but, a guy named Mitch Axelrod has written this month's issue of my newsletter. What happened is, he was one of the attendees at my "Patches of Light" seminar in Orlando... who... got to experience firsthand the pure unadulterated "pleasure" of suffering through a hot seat conducted by me and John Carlton. After Mitch got home from the seminar, he wrote an e-mail and sent it to some of his friends, one of whom then sent it to me. I am reproducing it below (with just a tiny bit of minor "tweaking") because it's the best way I can think of to give you a glimpse of the information and wisdom the attendees received at my "Patches of Light" seminar: Dear Friends, Have you ever felt the white-hot heat of being roasted in front of 100 colleagues? I’m not a big fan of criticism. Whenever I offer the point of view that "there is no such thing as constructive criticism" it’s always good for a stimulating debate among the purists who say there is no improvement without criticism. Last weekend, I had the privilege of having 100 very smart and successful people collectively "criticize" then brainstorm one of our toughest marketing problems. I was in Orlando for the "Patches of Light" seminar hosted by legendary marketing expert Gary Halbert. The two men at the front of the room leading the roast have had more marketing successes over the past 30 years than most of the top ad agencies. Between them, Gary Halbert and John Carlton are responsible for a billion dollars of products and services sold, and are considered two of the very finest copywriters and marketing minds in the world. They attacked our marketing problem with double-barrel buckshot, and enjoyed every minute of blasting holes in our theory, approach, strategy and tactics. They sliced, diced and skewered every word I uttered. They roasted, toasted and barbecued until I was singed, then seared, then scorched. My butt is still on fire! When it was over, I got a very nice and warm applause for standing in the fire. I suffered the slings and arrows to get to the breakthrough answers we needed. And, we got answers! It was a "breakthrough" experience. I heartily recommend you do a "hot seat" experience IF you really want to break down barriers, bust through the BS, and break out to bigger and better possibilities. No real growth can occur unless and until we let go of existing thinking and the comfort zone of the status quo. It’s not easy; but it’s well worth it. Are you ready to stretch? I was gifted with the opportunity to spend three days experiencing major breakthroughs by being part of a dozen business-building hot seats, designed to generate solutions to people’s most challenging marketing problems. It was a weekend with no handouts, no pontificating and no success BS. Here was the entire agenda: "Who Has A Marketing Problem?" If you volunteered, the only condition for roasting was that you really wanted to solve your marketing problem. Don’t laugh; many people have big problems, but have no intention of listening to suggestions (even from experts) or doing what’s necessary to solve them. Here Are 27 "Pearls Of Wisdom" I Dug Up Last Weekend: 1. Don’t worry about improving your image. Improve your substance. The world is starved for substance. Most people are working on image. Few work to improve substance. Those who do will stand head and shoulders above the rest. 2. Fail fast. Drop losing projects immediately. After trying to find a solution to a marketing problem which simply didn’t exist, Gary Halbert wrote three words on the white board which most of us were thinking in our heads: Drop This Project! It’s not easy to let go of things we’re emotionally attached to, but it’s necessary to move on. 3. Most people are self-absorbed. Appeal to their selfish side. Forget your point of view. It doesn’t matter. If you want to sell Johnny Jones what Johnny Jones buys... you MUST see Johnny Jones through Johnny Jones' eyes. What does he want more than anything? 4. Gary said, "If I found the cure for AIDS, everyone would get it. How much money I make would not be an issue. When you discover something important enough, the goal is to make sure everyone who wants or needs it can get it. Shift attention from how much can you make to how many people can you help. The money will come." 5. NOTHING is risk-free. LIFE is not risk-free. You’re a heartbeat away from a Christopher Reeves moment. If you can’t accept risk, you are living on the wrong planet. What risk can you take which might alter the quality of life as you know it? 6. Hire experts. Don’t try to do everything yourself. Especially when it comes to the most important parts, including copywriting and crafting your sales message. Don’t spend a fortune on the unimportant things, then economize on the pivotal items. Know when to bring in the experts. 7. Outspend the other guys. Many businesses do things on the cheap. Shoestringing and bootstrapping are successful strategies when money is tight. When money is there, spend it. A business campaign can rise or fall based on the money behind it. Don’t hesitate to invest money, especially on the important things. If you don’t have it, find someone who does and share the bounty. 100% of nothing is still nothing! 8. You don’t want to sell just one million books (widgets, etc.). You want anyone who wants what you have to be able to buy it. Don’t set arbitrary limits. Find a way for everyone who wants what you have to get it. It will enrich you in the process. 9. Don’t become a student of products... but... do become a student of markets. Know your markets better than you know your products. If you fall in love with your product, it will blind you to reality. Fall in love with markets. If there isn’t a market, reconsider or drop the product. Use the SRDS (Standard Rates and Data Service directory) to find your buyers (www.srds.com). It’s not a cheap resource, but it’s vital if you plan to reach a pool of hungry fish. 10. Don’t do LMS… ("Lesser Mortal Shit") [a Halbertism]. Delegate everything except your highest value work. If you run out of highest value work, do the next most valuable work. Don’t do $10/hour work or you won’t ever reach your highest and best value. 11. Two things will get a person’s attention and interest: Showmanship and the "Reason Why". To get the attention of the person you’re after, a little theatre will go a long way. Be creative. If you’ve got 20 big fish to catch, don’t send a letter... but... do send a courier. Gain their interest with a powerful "reason why". Why would they... why SHOULD they... give you their time and attention? What’s the most compelling "reason why" you can give which satisfies their self-interest? If you don’t know, ask your buyers. 12. Understand the Triangle of Marketing… #3 is the copy, #2 is the message, and #1 is the audience. Make sure you have the right/best/hungriest/rabid audience, or your message and copy won’t ever get seen, heard or read. A mediocre message to a great audience will always do better than a great message to a mediocre audience. Know your audience, hone your message, and don’t scrimp on copy. Like an interesting story, good copy gets read. 13. Don’t care about what ANYONE thinks. How often do we hesitate and delay because of what others might think? We thwart our success and happiness worrying about what other people think. We don’t regret the shots we do take, even when they don’t work out. We do regret most of the shots we don’t take. Follow the real desires which lurk deep in your heart. Don’t worry about what others think. 14. Tell your story. A powerful story creates an emotional link. I call this the "E-Link". John Carlton, one of the world’s highest-paid copywriters, says personality is missing in most marketing messages. He suggests we "pinch-them-in-the-butt" and tap the passionate "sweet spot". Tell a story. Connect it to what the person can DO (results, accomplishments), and how the person will FEEL (the strongest E-Link). What story can/will you tell? 15. Gary wrote on the board... Greedy People Lead Lives That Suck! Enough said. 16. "Gun-to-the-head-thinking" can get you out of a jam or tough time. If someone had a gun to your head, and to save your life you had to craft the best message you could, what would you say? 17. There’s too much bad news. We can’t hear the voices of light. Cats find the sun spots. They seek the patches of light. (Did you catch that? That's where the name of the seminar came from... "Patches of Light" seminar.) How can you be a source of light? 18. Speak… "from down below." If you want your credibility to soar, don’t speak from your mouth; speak from your pelvis. Imagine your entire chest cavity as one big voice box. Speak "from down below"… and you will create a stronger, more powerful presence. (Thank you, Burt Dubin for this little-known sage advice used by opera singers to get the most from their precious instrument.) [Gary's Note: I have no recollection of Burt's statement.] 19. You’re NOT in the marketing business. You’re in the ARITHMETIC business. If your arithmetic doesn’t add up, you won’t have a business for very long. Start counting. 20. You want to sell your products and services to "addicts" - profound, irrational, passionate, rabid, insane people who buy frequently and spend a lot. That’s your IDEAL buyer. Where are they? How can you reach them? What will you say to them? 21. 10,000 hours… that’s how long it takes to become really good at something. That’s 2,000 hours per year for five years. It can take doctors and other professionals twice that long (10 years), and most self-made millionaires take four times that long (that’s right, 20 years is the average time it takes for self-made millionaires to achieve "overnight" success). You can’t invest a few hours in something and expect to become an expert. There are many self-proclaimed "pseudo-gurus" who emerge after one or two successes and claim expert status. Experts hone their chops over time. What’s your expertise? Hone it, refine it and continuously improve it. 22. The "instant-gratification-society" claims millions of lives each year who fall for the Success BS that the road to success, fame and fortune is quick, easy, painless and risk-free. 23. Entertainers, artists and musicians practice 10,000 hours to hone their chops, most of it in solitude and anonymity. Entrepreneurs suffer ups and downs, ins and outs of all kinds over many years before they hit their stride and achieve consistent and lasting success. 24. There are no shortcuts. Then again, why should there be? The journey, the process itself is the reward. The achievement of a goal or objective is icing on the cake. The real payoffs are what we learn, how we grow, who we meet and how much we pass on to others. 25. If we polish up and internalize these pearls of wisdom, especially those which challenge our existing boundaries and beliefs, the payoff can be priceless. 26. If we seek out and embrace critics, we will learn things we could not know otherwise. It’s courageous to listen to the truth, especially when it’s unpleasant. Seek the truth and embrace it. Don’t run from it or hide from it. The truth WILL set you free. 27. Things I disagree with most can often be the truth which does me the most good. Beware of what you defend, protect and reject. It just might be a life-changing gift in disguise. This weekend I opened up to the possibility that my view is skewed (it is), and my thinking is broken (we all have blind spots). That doesn’t mean I’m broken, just my thinking. Last weekend I didn’t defend, protect or project an image or vested interest. I didn’t try to prove I was right, look good or be inauthentic. As a result, I got astounding insights and an amazing amount of valuable input. I hope in sharing these Pearls of Wisdom they make as much a difference in your quality of life and quantity of prosperity as I know they will for me. With my highest esteem, I am yours truly, Mitch PS… Today more than ever, people are hungry for substance over style, truth over hype. The dumbing-down of advertising and marketing communication, lowered expectations and the unrelenting appeal to our ignorance... not our intelligence... have people thirsting for messages with substance and truth. I want to thank Mitch for the kind words he had to say about my "Patches of Light" seminar. We will be duplicating the tapes of that seminar in the near future and offering them for sale at a very low price. (Just enough to recoup our costs.) In the meantime, we've enclosed an audio tape from the seminar which may contain information of interest to you. If it does, just give us a call at the phone number on our letterhead (305/534-7577). Sincerely, Gary C. Halbert P.S. This is the first time I've included my personal e-mail address on the letterhead of my newsletter. There's a funny story behind how my screen name became "NoSexGary" and maybe I'll share that with you in a future issue. Peace. Marc Goldman www.goldbar.net Marc Goldman found that making use of his college degree, a bachelors in Psychology, was only allowing him to earn a maximum of $22k per year, and he wanted more. Then he and his wife Terry tried their hand at direct marketing and met with some success, though limited, even after they switched their technique from newspaper to the Internet. Marc taught himself to be a computer consultant and network engineer. About the time that was starting to really pay (low six figures), the marketing business took off and he had to give up his lucrative day job. The rest is marketing history. (Gold): Marc, what makes it work-why are you so successful? (Goldman): The greatest contributor to my success online has been partnerships. I have leveraged many partnerships to become a success. The first and longest lasting and most important partnership has been the one with my wife and business partner Terry. Without her patience, diligence and attention to detail, our business would not be nearly as successful as it has been. Then we have Joint Ventures and strategic partnerships which have directly impacted our bottom line. They are, without a doubt, the most important marketing technique our company puts into place. I believe anyone, regardless of their size, global location or type of business, should be using Joint Ventures to grow their business. Finally, the partnership and relationship with our employees has strengthened our company and given us the opportunity to expand in areas I would have never thought possible without them. Their loyalty to us (and ours to them) creates a bond that makes for a strong company that can help our customers achieve their goals. (Gold): What’s the next most important aspect? (Goldman): It’s closely akin to multiple partnerships. Companies need multiple streams of income. The biggest mistake that people who run an online business make is to rely on only one product or service as their sole source of income. Don't get me wrong, if that one product or service is providing you with all the income you need or desire, then by all means continue on that path. However, most people who make their living on the web do so by maintaining several profitable revenue streams that bring in a steady and dependable flow of income. (Gold): Does this mean that we all have to develop and manufacture several different lines of products? No, definitely not. This does not mean that you have to develop several of your own products and/or services. There are many other ways to generate additional sources of income, and some of them are right under your nose. (Gold): Help me see this a little better. (Goldman): For one thing, sell advertising space in your e-zine. Or if you publish an opt-in newsletter, you already have an extremely powerful vehicle for reaching a target market. If you have 1,000+ subscribers, you could begin selling advertising space in that publication. (Gold): Sounds promising, but where does the revenue actually come from? (Goldman): As soon as those wishing to target the same market are made aware of your newsletter, offers to purchase ad space will begin to flow in. Some newsletters with high circulations (over 15,000 subscribers) bring in anywhere from $1,000-$10,000 a month just from selling ad space in their e-zines. (Gold): What can you do to help that process along, or to speed it up a little? (Goldman): There are over 50 e-zine directories available on the web. Make sure your newsletter is listed in all of them, or in as many as are relevant. That will make potential advertisers aware of your newsletter much more widely and much more quickly. Feature your circulation and your readers’ keen interest. (Gold): The stream is starting to swell. What else can flow in? (Goldman): Sell advertising space on your web site. You can also generate a revenue stream by offering banner advertising space on your web site. This is one of the easiest types of online advertising to sell. All you need is a banner rotating script on your site... GoldbarOne offers just such a solution for you: BannerOne which is just 1 of the tools of this large online suite of marketing software.(available at http://www.goldbar.net/) (Gold): How about outside the site and outside the company? (Goldman): Joint Ventures are absolutely essential. Form strategic joint ventures with other websites or newsletter publishers who offer a non-competitive product or service that your audience would be interested in. That’s the art of it-finding areas where the interests of the audiences overlap but the products don’t compete, at least not head-to-head. One of the simplest joint ventures, albeit not the only one, is to participate in other peoples affiliate programs, and to make a personal recommendation of their product/service to your audience-both parties reap the benefits. (Gold): Maybe you could give us some rough parameters for picking partners? (Goldman): You bet. Here are some tips to help you develop the most effective joint ventures possible… Be very selective in what you recommend to your audience (i.e. customers, subscribers and web site visitors). If your web site is cluttered with banner ads for several different products or you send out solo mailings endorsing a new affiliate program to your subscribers every other day, you decrease your credibility, and that in turn decreases the effectiveness of your endorsements. (Gold): And that cuts into the profit at the other end. (Goldman): Right. This naturally lessens your profit potential. Remember, you always want to maintain the trust you've built up with your audience, especially since it has been proven to be easier to sell to your existing customers than it is to someone who has never before had dealings with you. Therefore, you must always try to be as selective as possible when forming your joint ventures. Carefully examine the affiliate programs and other products and services you endorse to insure that your audience can definitely benefit from them. Do not think solely of your bank account. This way your personal recommendations will carry a lot more weight with the people who trust your opinion. This is how people really make money with joint ventures. (Gold): Is there any chance with companies that don’t offer affiliate programs? (Goldman): If you wish to create a joint venture with someone like that, no affiliates but they offer a high quality product or service, you should not hesitate to approach them and offer to market their products/services to your audience in exchange for a share of the profits. Keep in mind that not everyone will respond to your offer, and the ones who do may not fully understand the concept or the potential power of joint ventures. (Gold): And in that case? (Goldman): Patience and some time spent educating your prospective partners will go a long way here. Make them aware that joint ventures are win/win situations. Many of your joint venture partners may also be looking for additional revenue streams. If you own your own products/services, you can offer potential joint venture partners the ability to recommend them to their audience for a split of the profits. We have used this joint venture technique to promote The Ultimate Marketers Resource to a much wider audience than we would have reached on our own. (Gold): How can we cast an even wider net? (Goldman): Think about reseller or reprint rights: consider purchasing reseller or reprint rights for software or information that your target audience would be interested in. For example, if you have a web site or newsletter that focuses on stock market information you can look for software that helps your audience track their portfolio and analyze stock trends. Try to make a deal with the software developer to resell his software to your audience. Many of the developers on the web offer various reseller programs and opportunities where you can purchase several copies of their program at wholesale and then resell them at whatever price you choose. (Gold): How do reprint rights work? (Goldman): Reprint rights involve purchasing the rights or ability to sell someone else’s information (ebooks, books, manuals, web site content, etc.) for full profit. However, at no time do you take credit for creating the material. As long as you pay the one-time fee, you can then sell that information for whatever price you choose to your audience. This is one vehicle that many folks in the direct marketing business use on a regular basis to generate a very profitable revenue stream. (Gold): So the natural connections are there, it sounds like. It’s a matter of digging them up. (Goldman): When you open your eyes to the potential income opportunities that exist online, and you set up several streams of revenue, then you can begin to expect a constant and predictable flow of income from your online business. _______________________________ Quick Summary: When a site is up and running and clicking, and when a company is turning a profit, then the opportunities are there to capitalize. There has to always be a clear and useful relationship to the original audience, the original customer base (though of course it can and should expand). And you don’t want to get too greedy too fast-that can lead to confusion on the customer’s part, and recommendations can start to lose their authority. All the stops are there on the instrument, though-you just have to open them up. You can visit Marc’s site by clicking on the image below: Jason Potash www.ezineannouncer.com http://www.articleannouncer.com Jason Potash is the creator of the best-selling software program called, "E-zine Announcer," which has helped thousands of e-zine publishers to successfully launch and promote their e-zines. Now he is doing the same thing for the article as a marketing tool, by launching http://www.articleannouncer.com. You've probably heard people referring to Jason as the "Internet JV King." That's because over the past few months, Jason has put together some incredible joint ventures that many have said "couldn't be done". He recently pulled off a "Houdini sized" stunt of getting 9 of today's top Internet marketing experts onto a live, 90-minute, teleconference discussion via the Internet. (Gold): What’s the key to making a good JV deal? Many people are downright frustrated in trying to do that. And when you look at their internet marketing strategy, it's no surprise. You see, they all fall into a classic trap that can ruin your chances of online success before you even get off the ground. (Gold): What trap is that, Jason? (Potash): Have you heard about the ultimate short-cut to success? (Gold): Ultimate short-cut? (Potash): That's right. Many are led to believe that this is the holy grail of marketing online. But, if this is your idea of a perfect internet marketing strategy, think again. Here's how it works... It's easy. Create a crappy product and contact every 'sap' who has an opt-in list of 40,000 subscribers or a website that gets a few hundred hits a day. Then ask them all to promote your stuff. Works like a charm, doesn't it? Not exactly. If you've ever been on the other end of the inbox, you know how annoying this can be. Some person who sends you 12 emails out of the blue, asking (begging) you to endorse his/her product. For example, I recently received a similar email from someone asking me to promote an MLM product to my subscribers and customers. First off, the email was clearly a cut-and-paste job. It might have started with "Dear Jason", but the rest was a boiler plate email. A big no-no when trying to get someone's attention and win them over. (Gold): Was it at least an interesting product? (Potash): For all I know, the product might have been white hot. But, MLM is the furthest thing from my subscribers’ minds. Not all of them, but I'll bet at least 90% of them. (Gold): So aside from being sloppy, where are these people going so wrong? (Potash): One word: targeting. My subscribers and customers are not the ideal target market for this particular product. If I start promoting MLM, I might as well squeeze in a "how to pick a winning stock" mailing as well. Unfortunately, you will also see this "spray-and-pray" internet marketing strategy in other areas. Let me give you another example. Have you ever received an article on a topic that was no where near what you (or your subscribers/customers) are interested in? Or, have you ever been asked to review a product that was about "snake breeding" or something way off in left field? Have you ever received an email asking you to buy a drug that you have absolutely no use for? (Gold): Yes to all of the above. (Potash): The same rule applies: targeting. (Gold): Is there a system, then, for doing it right? (Potash): My advice? To really nail down your internet marketing strategy and hit the pavement running, here's a short list of things to consider… First-Hand-pick your partners, and do it wisely. Notice I said "hand-pick". Choose a few partners that you feel would be ideal candidates. Learn a bit about them and their business BEFORE you contact them. Better yet, learn a lot about their business. (Gold): Now we’re talking. What else? (Potash): This is important-get personal! When you finally decide to contact a potential partner, personalize your contact with them. Add a comment about how you like their website or their e-zine. Maybe you are a customer who enjoyed their product. Be sincere and it will shine through. Next, think W.T.G.T.D.W.M.? (Gold): Sounds great, but would you care to translate? (Potash): People are busy, overloaded, overworked. When you send out an email looking for people to publish your article, review your new ebook, or promote your product, you need to think W.T.G.T.D.W.M.? W.T.G.T.D.W.M. = What's This Got To Do With Me? Once again, if you are targeting the right partners and choosing them wisely, this question should be self-answered by the person you are contacting. For example… "Hi, Andy. I am contacting you today because you are among the top snake breeders in America." If your article, product, joint venture is related to snake breeding, you are half way to the finish line already. (Gold): That’s clear. Obvious, really, when you think about it...What’s next? (Potash): The 80/20 rule is a ‘lie’. Ever heard of that rule? 20% of people produce 80% of the results? Online, this is more like the 97/3 rule. If you are looking for joint venture partners online, 97% of the people will do nothing to help you. Sure, they might seem interested at first. But, when it comes time to "play ball", they will suddenly drop off the earth. Your goal? Stop wasting time marketing to "everyone". Find the 3% who will work with you to accomplish your goals and make things happen. It stands to reason, if you are focusing on a highly targeted market, this will happen much easier. (In other words, if you’re following the rules we have set out already.) (Gold): How do you get the people you really want? (Potash): If you’re doing your homework, chances are they’ll know you’re serious when you get to them. It’s more important, in terms of your own efficiency (and sanity), to know when to back off. Say you've sent two emails with no reply. Is it time to call it quits? Not always. Some people are genuinely on information overload and won't get back to you for several days (if not a week). Why not pick up the phone, make one last attempt and contact them by phone? If they fail to return your email or voicemail, perhaps it's time to move on…the 97/3 rule still applies. Remember, the name of the game is targeting. When putting together your internet marketing strategy, pick your partners wisely-aim to find that golden 3% as quickly as possible. That’s the point. Isolate them and pursue them. Take your time and get this part right from day one. It makes all the difference in the world when you are sending people something that is of real interest to them. If it appeals to them, they will pay attention, and the boost in response you receive will speak for itself. (Gold): Jason, take us a step closer to ringing in those 3%. What do they want to hear? (Potash): With every Joint Venture, the primary goal of the person initiating the JV is to use whatever they can to entice the other party to help them achieve their goals faster, more efficiently and with a lot less effort. When someone approaches me to do a JV, I always prefer and tend to respond faster when the offer is NOT sent to me by email. Let’s face it. Everybody online today is getting bombarded with SPAM, and it’s becoming an increasing problem. Emails get lost in the shuffle. Most people don’t read emails. They skim the “From” column in their email software. They quickly scroll down their list of emails and see who the emails are from. Based on the” From” line they decide which ones to read first, later, or not at all. If the email is from someone they haven’t heard of, or they don’t know - they may just skip that email all together. Maybe they will read it later … but it will probably just get deleted. And this deleted email, is probably the 8 paragraph JV proposal that you just spent 2 hours writing up. (Gold): Whereas…? (Potash): Now if I get a phone call from somebody, I can immediately sense what kind of person they are. Obviously, they can always try and “fake it” but there’s a limit to most people’s acting ability. I can tell who’s calling. So on the other side, if you’re really organized, and you really have thought through what’s in it for them, then you can very often get through to somebody who would have ignored your beautiful email. (Gold): Aside from knowing who you’re talking to, Jason, what has been the key to your success? (Potash): The answer is easy. Learning how to write powerful, persuasive, sales copy. It's the #1 skill that has put more money in my pocket than anything else. Recruiting affiliates, approaching JV partners, turning prospects into buyers, writing emails that get read, maximizing your website conversion... it ALL resolves around one thing -- writing great sales copy. There's nothing else like it! (Gold): With that in mind, has there been a product, or a site or a tool, that has helped you along, either in developing skills or in building connections? (Potash): I made my own connections with the great copywriters. I took in their every word and their every attitude. Dan Kennedy, John Carlton, Victor Schwab, John Caples, Robert Collier. Living and dead, they are all my friends, and they all speak to me every day. (Gold): Thanks, Jason. ______________________________ Quick Summary: Again and again the gurus have told us to see things from the customer’s point of view or the prospect’s point of view. Now we see, from Jason Potash’s wisdom, that the truth that prevails at the selling level also prevails at the partnership level. To make a JV reality, you have to know that you’re talking to the right prospects to partner with you, and you have to make sure that you are seeing the situation from their point of view. Or, as Jason so eloquently put it, WHAT’S IN IT FOR THEM. You can visit Jason’s site by clicking on the image below: Carlos Garcia www.wealthysecrets.net Carlos graduated from college with a Business Marketing degree, as well as an MCSE (Microsoft Certified Systems Engineer) diploma. Carlos worked for a tech service company as the head network administrator. When he quit to pursue his own dream, He fell, by his own admission, for "every money-making scheme under the sun." e had lost thousands, he could see it was time for another change--he wasn't really any more independent than he had been when he had a regular job. Then it hit him. He could see that all the really successful people on the Internet-the people whose programs stayed up and running for year after year-were people who were helping other people become wealthy. Now his philosophy is simple: “Help enough people get what they want, and they will help you get what you want”. (Gold): Carlos, what works? What makes it happen? (Garcia): First is the self-image. Imagine yourself as the CEO of a major corporation. This technique will put you in the proper frame of mind, to envision yourself as your own boss, and that you are in complete control of your business. (Gold): Okay, I’m with you so far. What is the new CEO’s first task? (Garcia): Since you’re the head of this really big company, it is absolutely crucial that you project where your business will be heading in the next 5 years. Now remember, there’s a progression here… · A DREAM written down with a date becomes a GOAL. · A goal broken down becomes a PLAN. · A plan backed by ACTION makes your dream come true. That’s from “The Millionaire Mentor” by Greg S. Reid. So the CEO’s first job is to set specific goals. Vicki Smith says, "Goals are like train tracks. They keep you moving forward in the direction you want to go.” When setting proper goals you need to exercise two simple strategies… First and foremost-set your long term goals (a.k.a. dreams). The bottom line is this: if you want to head in the right direction, then you must know where you want to be in three months, six months, one year, three years, even five years from now. This technique is amazingly effective when you type your goals down, and print them out. (Be sure you do it, I'll tell you why later.) (Gold): Does the focus narrow a little now? (Garcia): Yes. the second thing is, you must always set and accomplish daily goals. That is how you will achieve your long-term dreams (goals). When you know where you want to be and where you are headed, then you will know exactly what you need to do to get there. Now here’s how you get the ball rolling for you to set your daily goals… Set up a daily To-Do List. Now that you have distinguished your daily goals, the easiest way to accomplish them is by working on a priority basis, always working on the most important task first. (Gold): What’s the key to a clear, actionable list? (Garcia): Design your daily to-do list at the end of your work day, so you know exactly what you need to do when you wake up in the morning. Make your daily tasks realistic, and be sure that they are accomplished. Think of each task you accomplish as a stepping stone toward your dreams. The key here is for you to go to bed at night without having any regrets, and knowing that you have achieved everything you could that day. Here's another neat trick… Use Microsoft Outlook's task manager to prioritize your daily To-Do list. Outlook will let you manage your tasks on a per-hour basis. It is really crucial to avoid procrastination if you plan on getting where you want to be in five years. See, here's the best part: Outlook will keep reminding you if your tasks have not been accomplished. This gives you absolutely no excuses not to work. (Gold): How do you know you’re going to get through the whole list on a given day? (Garcia): That brings me to my next point... Devote a specific amount of hours each and every day to work on your business. To avoid getting side tracked, DO NOT surf the net, and close your instant messenger conversations during this period of time. The more side tracked you become, the further away you will be from your dreams. Develop a positive routine. Research proves that eating breakfast every morning will help you to think better, and even work more efficiently on your business. Always take 15-30 minute breaks during the day to avoid straining your eyes. Have a good night's sleep, (6 to 8 hours is recommended.) Most importantly, try exercising daily because this will help fuel energy throughout your body. (Gold): What else can help you stay focused? (Garcia): Being organized is being focused. Tape your goals list on the wall by your work area, so that you will be reminded of what you are striving towards each and every day. This important step alone will help guide you towards your ultimate goal, and keep you focused on what you should be doing. If you ever feel that you don't have the energy to work on your business, simply take a look at your long-term goals list, and let it remind you of your dreams. Use this power to help you move forward in the direction you want to go. Gold): What are some distractions to avoid? (Garcia): Check your email only ONCE every hour. Some of us love the idea of receiving email and we get way too far into it. If we’re not careful, we check it every few minutes. This can be a devastating loss of time and momentum. Make sure you eliminate those compulsive email checks before they become routine. (Gold): Another thought that maybe kind of pulls it all together? (Garcia): The real secret to running a successful home-based business, is to spend your time wisely and efficiently, by developing a positive daily routine. But the real secret to that is having fun! This may be the most important aspect of all. Make sure that you enjoy every minute you spend working on your business. If you can't stand the idea of getting up in the morning to work, then you might as well look forward to going back to that J.O.B. (Just Over Broke). Remember? The one you dread. You must enjoy what you do, in order to fully succeed and accomplish your long-term goals. (Gold): Thank you, Carlos. Straight from the heart. ______________________________ Quick Summary: Those five years are made up of single years, and each one of them has so many months, and weeks, and days, right down to the hours. You really do fulfill the five-year plan one productive hour at a time. Bernard Berenson was a great art critic, Marissa’s grandfather. Toward the end of his life he said he wished he could panhandle for time-go out hat-in-hand and beg people for their spare moments. He would certainly have understood where Carlos is coming from. You can visit Carlos’ site by clicking on the image below: Willie Crawford www.williecrawford.com One of the seismic events in Internet marketing history was last year's release of John Reese's "Traffic Secrets." It made what had to be one of the biggest splashes ever, grossing more than a million dollars in 24 hours. One of the many marketing geniuses behind that staggering success was Willie Crawford. Willie Crawford wears many hats. He is a corporate president, published author, seminar and teleseminar speaker and host, retired military officer, karate black belt, and life-time student of marketing. (Gold): Willie, other than killer copy, where does your terrific success come from? (Crawford): I attribute my success to my mentors, and to the fact that I implement what they teach me as soon as practical. I don't overanalyze things. I just quickly assess the risk and then do them. I also meticulously test everything, and when I see something is not working as expected, I stop doing it. Many people hold on to a failing idea too long. Conversely, when I discover something that does work, I keep doing it until it no longer works. (Gold): Was, or is, there a particular tool or site that has been especially helpful to you? (Crawford): Yes. http://WillieCrawford.com/content-desk.html I used that a lot to get articles out there and get my name circulating. That was a big help in getting the ball rolling. (Gold): Listening, assessing, taking action. What else is important? (Crawford): I sat around in a hotel room chatting with two other very well-known internet marketers recently. We brainstormed and shared observations until three in the morning. I think you might enjoy the simple yet profound insights and wisdom shared by these two multi-millionaires. (Gold): Absolutely, let's hear it. And let's hope we ca apply it directly to our business activities. (Crawford): The most profound observation that we all made was that most on-line newbies set their goals too low. This is often because of limitations in what they can convince themselves is possible. You see, until you have seen something done, you often view many things as impossible. After you see many people doing them, your concept of what is possible shifts radically. (Gold): That sounds right. Take us further into that. (Crawford): Consider the person barely able to make their monthly rent payment. To them earning $50,000 a year may seem like a big dream. However, the person making $50,000 sets his goal on $100,000 although it may appear to be a big challenge to him. It magically seems more possible if that individual knows anyone actually earning $100,000 a year. The person earning $100,000 a year, he can see the possibilities of earning $200,000 a year, and the one earning this amount can imagine half a million. (Gold): Is that what you experienced talking with these online tycoons? (Crawford): As I sat in that room, chatting with someone who had made and lost many more millions than I could imagine, my personal perspective shifted dramatically. Just being exposed to someone who told me-no, showed me-how it could be done convinced me that it was possible. It convinced me that I could do it. And I set out making it a reality. At other times during that same weekend I engaged in other brainstorming sessions on how to build mailing lists in excess of one million, how to get millions of visitors to your site, and how to market high-end products. Nobody in the group doubted that these things could be done, since we knew people who had done them. So our focus became how do we accomplish this. (Gold): What else is "impossible," but starts to look possible? (Crawford): Those crucial discussions have sensitized me, and now I see people doing "the impossible" everywhere. For example, I now notice websites that get millions of visitors a month. I also notice websites that get millions of visitors a DAY. And as I observe these amazing feats, I ask how can I duplicate what they are doing. I ask, how can I teach people I mentor to do the same thing? (Gold): So it flows into your teaching, too? (Crawford): Oh, absolutely. What I grew to realize was that the challenge I face is just getting you to acknowledge that it is possible. I frequently talk to subscribers who are busily trying to market a $20 ebook for 50% commission. I have to emphatically remind them that this will never make them independently wealthy. The only reason you should be selling $20 ebooks is to get names on your list and to qualify them for upsells to more lucrative products that they need. (Gold): How do you get your students to make the same shift that you made in that hotel room? (Crawford): It takes being at a seminar or conference and watching someone purchase a $5,000 product or $10,000 in consulting services before many of those I mentor experience the shift in thinking I try desperately to effect. You see, this shift in thinking is necessary if you really want to become an Internet success story. (Gold): After the big shift, what comes next? How does the convert take the next step? (Crawford): That shift in thinking does a number of things for you. At the same time that you learn the secret to driving millions to a website, you realize that you may not really want a million visitors a month. As you learn to create a mailing list of several hundred thousand, you may realize that what you really want is a smaller but very targeted list. As your thinking shifts, and the light comes on, you discover that you are actually adopting the essential mindset. (Gold): How do you prompt that light, Willie? What brings it on? (Crawford): What's the purpose of sharing with you a few moments of candid conversations with some Internet marketing millionaires? It's actually to make you want to begin associating with the same types of people. When you associate with and brainstorm with people who think this big, you magically become one of them. (Gold): If they can do it... (Crawford): That's right. You sit back, look at them, and realize they really are no different than you. The biggest difference is frame of reference and what they believe to be possible. Find a way for you to have candid conversations with a few millionaires today, and watch what happens. (Gold): Are maybe going to clue us in on who was in that fateful room? (Crawford): The conversation was between myself, John Reese and another friend. That conversation itself generated a six-figure income. I later learned that John Reese quietly makes many millions more than even I imagined. (Gold): So does that mean, Willie, that there's another level of the impossible for you to aspire to? (Crawford): Oh, yes. There always is. That's what it's all about. (Gold): Thank you, Willie. I hope this conversation can do for some of our readers what your pivotal conversation in that hotel room did for you. ______________________________ Quick Summary: So again we’re told that mentoring is the key. But here we see more about the deep inner effect of mentoring, real mentoring. The mentor doesn’t so much show us how to do the thing as show us that the thing is possible, that it can be done. And we know it can be done, (a) because we know the mentor did it and (b) because we see the explanation and it makes sense. Then real motivation kicks in when we start to think, and then to realize, that we can do the same thing. Better yet, not the same thing, but our own unique version of the thing. You can visit Willie’s site by clicking on the image below: Bob Leduc http://BobLeduc.com Bob Leduc offers a wide range of free resources on his website which offer tips and advice on how to get started in the world of postcard marketing. He has also authored a manual, "How to Build Your Small Business Fast With Simple Postcards", which has over a hundred tips on how to make the most out of your postcard campaign and also ensure that you are conveying just the right image when embarking on a postcard campaign. Bob also offers consultancy to customers after they have purchased his books and advises them on specific issues. If you have bought Bob’s book and have a question, feel free to write to him and you can rest assured that you will receive a personal response from him. Bob’s articles appear regularly on AOL and Home Business Magazine, and he is also featured in Opportunity World and over a hundred other online and hard-copy publications. His courses are designed primarily for small business owners who might not be able to invest in marketing personnel and do most of their marketing themselves. (Gold): Bob, you are known all over the net and worldwide as the master of the postcard. Tell us about its homespun virtues. (Leduc): Postcards may be one of the best kept secrets of modern marketing. They produce even better results now than in the past. That's probably because postcards deliver information the way people want to get it today-fast and with little or no effort. Use postcards to generate website traffic and sales leads A brief captivating message on a postcard with an enticing offer sent to the right prospects will generate a flood of traffic to your website-or a large number of sales leads. (Gold): Give us some tips on making the most of the efficiency of the postcard. (Leduc): Keep your postcard simple. Make it look at first glance like a message from a friend instead of like an advertisement. This creates a pleasant emotional response from readers even though they quickly realize that it is a commercial message. Right up front and fast, state the biggest benefit you offer to customers. Then briefly add a few other advantages or features you provide. End with a compelling reason for prospects to contact you, or to go to your website for more details. It's really that simple, so keep it simple. (Gold): Simple but I bet there are some pitfalls people make? (Leduc): One mistake to avoid is, don't try to close sales directly from a postcard. There's not enough space on a postcard to provide all the information your prospects need to make a buying decision. It’s a tool to generate qualified leads and qualified traffic. Don’t try to turn it into a sales letter. The biggest thing the postcard has going for it is this-people read postcards. Almost everybody will read a postcard, even those who usually throw out other direct mail without opening it. That's because it's almost impossible to throw out a postcard without looking at the message. This high rate of readership is the main reason why postcards produce a bigger response than other types of direct marketing. (Gold): So with other more elaborate types of marketing you can actually lose prospects who would have responded to your offer if it had been on a postcard, only the prospect never saw it. (Leduc): Yes, exactly. (Gold): Tell us about relative cost, Bob. That has to be in the postcard’s favor. (Leduc): Of course they are less expensive than other forms of direct mail. But it goes further than that-postcards are even an excellent low-cost alternative to email. People get so much email today that even legitimate messages are getting deleted unread. But they get few if any postcards. Your message is guaranteed to get their attention when it's delivered on a postcard. (Gold): How about production and postage costs? (Leduc): Postcards are really cheap to produce. Postcards cost less than two cents each to produce if you print them using your own computer. You can print postcards individually on blank 4 x 6 inch index cards or print 4 postcards on 8 1/2 x 11 sheets of index card stock and cut each sheet into quarters. Your postcards will cost between four and nine cents each to produce if you use a commercial printer, depending on the number you have printed and the quality you want. Even the postage for mailing postcards is cheap-23 cents each to send them by First Class Mail in the US. The only requirement for this special rate is that the dimensions of your postcards must be at least 3 1/2 x 5 inches but not over 4 1/4 x 6 inches. And here’s a tip, it’s important-always use a real 23-cent stamp on your postcards. It produces more replies than pre-printed postage. That’s probably because people associate printed postage with junk mail. (Gold): So the lowly postcard isn’t so lowly after all. (Leduc): Postcards are really great. Don't overlook them the next time you want to drive a huge amount of traffic to your website or generate a flood of new sales leads. They're simple to use, highly effective and very low-cost. (Gold): Now, Bob, let’s broaden out. Share some thoughts with us about marketing in general, whether online or offline. (Leduc): Always remember that your customers buy your product or service to feel a certain way after their purchase. Keep this in mind as you develop your ads, web pages and other sales tools. Use vivid word pictures to dramatize the pleasant feelings your customers experience when they use what you are selling. It intensifies their desire to have it and motivates them to buy now. Not just what’s good about it, but how they’ll feel about it. That’s key. (Gold): Do you always advise your clients to go with postcards, Bob? (Leduc): Oh, no. There’s a lot of strong tools out there, and you should be familiar with all of them. Continually test new advertising and marketing methods, and for that matter old methods you never tried before. A good guideline to follow is to allocate 80 percent of your budget to proven promotions and 20 percent to testing new things. Most businesses using this formula keep growing regardless of changing market conditions and intense competition. Almost nothing works forever and you have to stay flexible. (Gold): Give us an example of smart variation. (Leduc): It makes sense to experiment with different sized ads. Sometimes you can be more effective by reducing the size of your ads so you can run more of them for the same cost. Don't be surprised if your short ads generate a higher response than long ads, giving you a bigger return for your expense. One of the most effective ads I ever used was only 11 words. (Gold): And I guess another advantage of a shorter ad is that it might even fit on, oh, I don’t know, maybe a postcard? (Leduc): You bet. Print your best small ad on a postcard and mail it to prospects in your targeted market. A small ad on a postcard can drive a high volume of traffic to your website. (Gold): “Driving,” yes. What drives people, Bob? I mean in the ad copy itself. (Leduc): Use active, stimulating words and phrases. Keep prospects interested in reading your sales copy. Look for dull passive words and phrases and replace them with active ones. For example, change a phrase like "...it's practical and inexpensive" to "...it's fast, easy and you save $99". (Gold): Now we’ve got our prospect moving toward a sale. What can put him or her over the top? (Leduc): Benefit is important, crucial of course, but it’s not the whole story. After telling prospects what they gain when they buy your product or service, tell them what they lose if they do not buy it. Most people fear loss more than they desire gain. Customers want your product or service so they can enjoy the benefits it provides. But they will want it even more if you remind them of what they lose by not buying it. (Gold): We’re right on the brink now, hovering right at the edge. Close the deal for us, Bob. (Leduc): You can eliminate any last minute hesitation in prospective customers by announcing a pleasant surprise near the end of every selling procedure. For example, add an unexpected bonus to each transaction immediately before the final action that completes the sale. Another closing idea is to boost both your total sales volume and your average size of sale at the same time by combining two or more related products or services into a Special Combination Package. Set the price lower than the cost of buying each item separately. This "special deal" will motivate both procrastinators and bargain hunters to buy now. (Gold): So it’s important to capitalize on every sale. (Leduc): Definitely. You know, you always need to find new customers, that’s your lifeblood. But don't overlook the sales you can easily get from your existing customers. It's easier to get more business from them than it is to get any business from new prospects. Follow up with your existing customers to get more sales of the same product or to offer them additional products and services. (Gold): What else can you do to keep them in the fan club? (Leduc): How would you react if you got a personal "thank you" from a business several days after you spent money with them? You'd feel good and probably want to do more business with them, right? Give that same feeling to your customers. They will reward you with more business-and a flood of referrals. (Gold): About the only vehicle with a higher response rate than a Bob Leduc postcard must be word-of-mouth. How can you maximize that? (Leduc): Convert your customers into publicity agents. Develop an incentive for them to tell associates and friends about the value of your products or services. An endorsement from them can produce sales you would never get with any amount of advertising. (Gold): What’s been the biggest contributing factor to your great success online? (Leduc): There are probably two things that have contributed most to my success online. One would be the experience I gained while successfully building businesses offline, before the Internet was available. It gave me a solid background in sales and marketing. When I went online in 1996, I simply used the Internet as another method of communication. Most marketers at that time-they're no longer around-had little or no marketing or sales experience, and they didn't think they needed it to make money online. The other would be a combination of the length of time I've been online (almost 10 years) and my commitment to constantly write articles about what I learned, and continue to learn, while promoting my own businesses. I make these articles available for online and offline publishers to use without charge. It provides a tremendous amount of sustained publicity. Do a search on “Bob Leduc” on any search engine and you'll see what I mean. (Gold): Has there been an especially helpful product or site that has made a big difference for you? (Leduc): There have been numerous Internet marketing related products and services that have helped me during my 10 years online. Different ones have been the most helpful during different times and stages in my growth. But if I had to identify one that has consistently stayed at or near the top of my list, it would be Phil Wiley's email newsletter, “Letter From Phil.” Details about it are at http://www.ozemedia.com. Unfortunately, he doesn't distribute his newsletter on a regular schedule anymore. But the online marketing strategies and resources it reveals are always so valuable that I print every issue and save them all in a binder for permanent reference. ______________________________ Quick Summary: Quality was once defined for me as “what makes the customer glad he bought your product.” That saying opened my ideas to the totality of the sales and advertising relationship with the customer. Well, Bob Leduc is sure in touch will all that. The logical and emotional processes of advertising don’t get laid out any clearer than that in the boardroom at Ogilvy & Mather. Not by the creative department, and not by the media department either. “Convert your customers” into publicity agents.” Wow, that’s marketing wisdom. And I love his point about loss being as important to the prospect as gain, maybe more important. I think we’re used to being skeptical about being promised a benefit, especially a new one, so even the best ad that is all positive still has that liability. But it’s pure instinct, and deep instinct at that, to fear missing out on something. If we can make a prospect feel that the ship is sailing, and that it might just sail without them if they don’t make a move now, boy, that’s golden. You can visit Bob’s site by clicking on the image below: Mike Filsaime www.mikefilsaime.com Mike Filsaime started online marketing in August of 2002. His first purchase, he tells us, was a product called Instant Internet Empires. He continues to be a student of "How to" books and self improvement. (“I am always looking for that edge to take myself, and my projects to the next level.”) And he has made important contributions to that body of literature himself. Mike started in automotive sales, rising to manage several large dealerships and all their salespeople. And he kept that “day job” until only a year ago, when his already handsome online earnings became so high that he had no choice but to market online full-time. (Gold): Mike, what made all the difference? What put you over the top? (Filsaime): Here we go... It is hard to say just one thing. But I realized very quickly the power of an opt-in list targeted to your niche. I quickly went on a massive campaign to brand my NAME and not my SITES using viral marketing tactics I learned from Mark Joyner. I then leveraged the list building by adding up-sells, cross-sells, and back end sales to maximize the income opportunity. (Gold): So the right sales tools are important. (Filsaime): Absolutely. I realized I needed to invest in the proper tools to get to where I needed to; I reinvested much of my early income to get professional tools to run my business. I am not one that looks to use many freebie tools. They have many drawbacks. (Gold): What else were you looking out for, Mike? (Filsaime): I also took advantage of any opportunity to purchase resale rights to quality items. Even if I could not use them right away, I knew I could use them in the future. Finally, learning the keys to automation, outsourcing, and leverage was what allowed me to take my business to the next level. (Gold): You seem especially interested in strategy and tactics. Tell us something important about all that. (Filsaime): The most important part of any campaign is the pre-launch phase. However, many marketers do not understand this. They go straight to the launch phase. When they do that, the result is… product launch disaster! There are three phases to a product or service launch. They are the pre-launch phase, the launch phase, and the post-launch phase. It is simple, yet complex. And because of that, many people do not focus on the pre-launch and go straight to launch, thinking it will not hinder the success of the product. Nothing could be further from the truth. The pre-launch phase is the “yeast” in the recipe. (Gold): Tell us how the yeast interacts with the other ingredients. (Filsaime): Here are some of the basics you need to focus on in your pre-launch. First… Create a buzz-start telling people about what is to come in the next 30 to 60 days. This is called SALTING. This gets them excited and ‘thirsty’ for your product that when you finally deliver, they drink, and drink hard. To do this, you need to have a coming soon page. And within 30 days, as the buzz gets bigger, put a place for them to opt in. That page gives them a chance to be the first to know when it comes out. I will be doing this with ButterflyMarketing.com, in fact, I have already started the salting process. Another thing-get creative. Use forums to salt the launch as well. A fellow marketer by the name of Ken Calhoun did a great job with that with his MegaSeminar.com in many forums. He creates great topics so it is never forum spam. (Gold): I’m beginning to feel the momentum now. How do you keep it building? (Filsaime): Set a date and put it on your calendar. This is a mistake many people make. I have actually seen products launched on Easter Sunday. The best day to launch is Tuesday. You get over that Monday ‘hump’ and have all week to focus on the push of the project. Make sure you try to find out who else may be launching at that time. Move your date if there is a conflict. You do not want to launch your movie the same day as Star wars. You will get lost in the mass promotions of other people’s launch. (Gold): What kind of help do you need, Mike? (Filsaime): Hire an affiliate manager if possible. There are many of them springing up with the release of Jason Cox’s course on that subject. Make sure you or your affiliate manager lets people know the date and when it is coming. That way if the buzz gets real big, others will not launch the same day or even week. (Last year, when John Reese launched Traffic Secrets, every other marketer in the world would not even think of doing a promotion during that week. (Gold): Who else figures into the deal? (Filsaime): Get your product into the hands of JV partners. Do not ask them to promote if you are not giving them the opportunity to review your product. (Do not insult them with a 50% discount.) Let them see a sneak peek at the sales letter too. (Gold): With multiple affiliates, how do you coordinate? (Filsaime): Have an affiliate pre-launch member’s area. In there, have some ways to get testimonials automated. I use Audiogenerator.com for that. It has a cool wizard that people can use to upload their photo and call in as well. You just get the code and throw it up. I used it many times. Also, in the members area, have many emails for your affiliates. (Gold): What should you give them? (Filsaime): You want to have a few things… First a teaser email, two or three days before the site goes live. “On Tuesday at exactly…” Make sure it explains that “this is so important to make sure you look out for my email with the subject line, “As Promised” on Tuesday at exactly 8:00 AM EST. It will be one of the most important emails I send to you all year…blah blah blah… Then comes the Launch email: Make sure it is ready to copy and paste and try to have the affiliate link already included in the email if you can. Provide one of these subject lines… “As promised!” Or… “It’s live-Hurry!” Then give them the copy of course. Next comes the follow-up email: The follow-up can have a better conversion than the launch-day email and can really impact on your sales. (Gold): So you need them to send all three? (Filsaime): If you possibly can get them to. The day before the launch, email the JV partners and remind them to send the email that is due to go out in a few hours. Try to include the email for them to send out right in your email. If you can have their link dynamically included, that is a big plus, too! (Gold): What else contributes to the big bang? (Filsaime): Make sure your new customers go into the loop ASAP to become an affiliate to keep the momentum going. Finally, if you can, offer a bonus that is only good to those who buy the day of, or the first two or three days after, your launch. That ensures great success and prevents procrastination from your buyers. Be true to the offer and remove the extra when you say you will to reward those that took action. (Gold): Where did you find your treasure, Mike? Has there been a partner, or a tool or site that has made an especially big difference for you? (Filsaime): I’ve read everything and visited everywhere. But the one package that helped me out the most is John Reese’s Traffic Secrets. (www.trafficsecretsproof.com) (Gold): Thanks, Mike. Give us one more parting thought. (Filsaime): Listen, you can't be all things to everyone. Just be yourself and be consistent! _______________________________ Quick Summary: It makes sense, doesn’t it? Product XYZ is so cool, and we’re in such a hurry to get out there with it, that very often we jump the gun. You have to load up before you can fire. You have to wad that snowball tighter and tighter, packing it all in there. Then, when you let fly, you can really hit something. Create some excitement, get people talking before you launch. You can visit Mike’s site by clicking on the image below: Joan Stewart http://www.PublicityHound.com Joan Stewart's free publicity campaign started at age 10 when her hometown newspaper wrote a story about a blue ribbon she won for a 4-H sewing project at the Ohio State Fair. From then on, she was hooked on publicity. Today, Joan teaches Publicity Hounds how to catch the attention of frazzled news directors, busy reporters and grumpy editors. In fact, she worked as a grumpy editor at three daily newspapers and The Business Journal in Milwaukee, Wisconsin. As a media relations consultant and professional speaker, she shows people how to use the media to establish their credibility, enhance their reputation, position themselves as experts, sell more products and services, promote a favorite cause or issue, and establish their companies as employers of choice. Her popular electronic newsletter called "The Publicity Hound's Tips of the Week" goes to more than 11,000 subscribers worldwide and includes the best publicity tips and good clean dog jokes (one in each issue) you'll find anywhere. She lives and tries to stay warm in Port Washington, Wisconsin. (Gold): Joan, it sounds like you got a little lucky on your first publicity coup. Oh, you won the ribbon, of course, kudos there, but the coverage just kind of fell in your lap. Since then, what has been the main factor in your success? (Stewart): Easy question. It's been my mentor, Tom Antion, an Internet marketing success story who today is a multi-millionaire because of what he has learned on the Internet. In fact, he has been so successful that he opened the Great Internet Marketing Retreat Center in Virginia Beach, Virginia, the only one of its kind in the world. I was there with five other people last year and we had three days of intensive training with him, watching how he makes money on the Internet. I follow through on much of what he teaches. You can find him at http://www.antion.com. (Gold): What are some other contributing factors? (Stewart): My electronic newsletter. It's my primary marketing tool and my main revenue generator. I have almost 14,000 double opt-in subscribers. I have worked very hard to create a community of readers and keep the e-zine interactive. I have a very loyal following. (Gold): Surely your products are crucial, too. (Stewart): I do put out quality products packed with content on how to create free publicity. And I maintain excellent customer service. I respond to orders and customer concerns very quickly. I include a hand-written thank-you note with every package shipped. (Gold): Isn’t there a blog as well? (Stewart): Yes, my blog is at http://www.PublicityHound.net. I've only been blogging for 4 months but I know it has generated traffic to my website. And I also write a wide variety of articles for other people's websites and e-zines. (Gold): Tell us, then, Joan… How does a Publicity Hound sniff it out? And sniff it out for free? (Stewart): Look, if you’re in a funk because your competitors seem to be snagging all the free media publicity, then it’s time to start claiming your share. There are lots of ways for small business owners to start doing that. For one thing, tie story ideas to the holidays. Example: A bookstore that’s offering a special program for Valentine’s Day-romantic books, love poems, etc., that make the perfect extra Valentine’s gift. The deal maker, huh? Or an accountant who offers media tips on how people can stay out of jail if they’re doing their own taxes. The tax deadline isn’t exactly a holiday, especially for the accountant, but it’s the same idea. Everybody is thinking about the same thing, in this case taxes, and you have something that fits, so get out there with it. Next time around, some of those people are going to think about not doing it themselves. A concierge who can suggest ways people can save time when Christmas shopping. Who wouldn’t love to have it all done and still have time to bake cookies? Or get it all done and do something a lot more fun than bake cookies. I put out a report on just this idea, Special Report #14: How to Piggyback Your Story Ideas onto Holidays and Anniversaries. (Gold): Got a great idea for getting stories into the paper during the rest of the year? (Stewart): I sure do. If you’re wondering what reporters are looking for, just ask them. But it’s not quite that simple: ask them indirectly. Call the advertising department of every newspaper and magazine you want to get into and ask for a copy of their editorial calendar. That’s a free listing of all the special topics and special sections coming up during the calendar year. It will tip you off to sections where your story idea would be a good fit. Then you just happen to send in a story that’s right on point for their upcoming subject and it just happens to sell your business. (Gold): Is there a way to go after the writers directly? And then have them run interference with the editor? (Stewart): Yes, but again it’s indirect. Invite a business reporter from your local newspaper or magazine for coffee or lunch. Go Dutch, because some reporters can’t accept free meals. Now don’t ask, “Will you write about me?” That’s what they hear all the time. No, the smart question is “How can I help you?” You see, however long they’ve been on the job, you know more about your business than they do. So offer yourself as a resource in your area of expertise. What would they like to know about the short strokes of how your industry works, and what the indicators are to watch for? And what would they like to know about who the major players are in the neighborhood? Keep feeding them ideas, and eventually some of the ink is going to spill your way. If you want to get into business journals, have an electronic transcript at my site titled “How to Use Business Journals to Tell Your Story” at http://www.publicityhound.com/publicity-products/marketing-tapes/usebusiness.htm (Gold): There’s so much more local TV lately, Joan. Is there a way to take advantage of that? (Stewart): Start your own television show on your cable TV station’s community access channel. A floral shop can do a program on how to create dried flower arrangements, for example. It’s a great way to show your products, and especially to show your expertise. Some people will try your suggestions at home, and that’s all to the good, but a lot more people will come into the shop or call the office or wherever, to get information directly. It’s $20,000 in publicity for about $20. That’s usually what the station charges to provide the camera equipment. The air time is absolutely free. Produce one show or an entire series of programs. Twenty gourmet cooking tips… Ten wrong-headed myths about vitamins… There might be three shops in town that sell the same thing, but now you’re the expert. Call your cable company for details. (Gold): What about businesses that aren’t direct competitors, any way to cooperate there? (Stewart): Yes, absolutely. You can build an informal network of other small-business people in your area. Agree that you will refer reporters to each other whenever a reporter is doing a story on a topic on which you all could comment. Say there’s talk of a new sales tax increase-the dry cleaner gives his point of view, and then he says that the reporter really out to talk to you, too, because your flower shop deals with impulse purchases and the new tax could be a problem there. If there are a dozen of you, all knowing why the others should be interviewed, you’ve all got that many free agents. (Gold): What other organizations can give you some leverage? (Stewart): Trade associations can be very helpful. Stay in close contact with your trade association, and ask them specifically to refer reporters to you. This is an especially good contact, because many reporters-especially people from out of town (and from big papers)-don’t know where to find local sources on a particular topic. So very often they will start by calling trade associations. (Gold): This is super stuff, Joan. One of the basic tools of publicity is the press release. For the entrepreneur writing his or her own releases, can you offer some do’s and don’ts? (Stewart): Your news release is often your only chance to make a great first impression. Newspapers, magazines and trade publications receive them by the truckload. That means sloppy, inaccurate, pointless releases are the first to hit the newsroom wastebasket. To make sure yours isn't one of them, here are some things to make sure to avoid… First, double-check everything. Insufficient or wrong information on your news releases is deadly, particularly telephone numbers. Releases must be complete, accurate and specific. (Gold): How about the length? (Stewart): They should be no longer than a page. Not ever. And snail-mail, fax or email it at least two weeks before an event, preferably three or four, if you want local coverage. And remember, major magazines work four to six months ahead of time. (Gold): Say a little something about the content, would you? (Stewart): Sending a release with no news value is the kiss of death. News is what happens that is different. If it isn't different, it isn't news. And don’t be blatantly commercial. They know why you’re writing the release; you don’t have to hit them over the head with it. They’re looking for something of interest to their readers, so make sure you’re providing that. And don’t hype-avoid hackneyed words and phrases such as spectacular, incredible, the only one of its kind, breakthrough, cutting-edge, unique and state-of-the-art. I like Ann Wiley’s XYZ formula for writing news releases. That is, "X (product or service users) who have struggled with Y (problem your product or service solves) will now be able to Z (what the product or service will do for them), thanks to A (the product or service.)" For example: "Owners of video recorders who have trouble programming their machines to record their favorite TV shows will now be able to do so within seconds, thanks to a thumbnail-size adapter that attaches to the front of the recorder." (Gold): What’s one more no-no? (Stewart): Omitting a contact name and phone number. At the top of the first page in the left corner, let editors know who they can call if they have questions. Include day, evening and cell phone numbers. (Gold): Speaking of “calls,” what about follow-up? Do you always want to follow up? (Stewart): Only if you have a real reason to call. Calling after you send a release with questions like "Did you get my news release?" or "Do you know when it will be printed?" will brand you as a pest. Don't follow up with a phone call to see if the media got your release, unless you are absolutely sure that someone will check for you. Most reporters and editors don't have time. If you do follow up, make sure you have a reason to call. Suggest a particular angle to your story, or ask the media people if they need any other information. (Gold): Thanks a lot, Joan. ______________________________ Quick Summary: The way Joan presents the relationships so clearly, we can see how publicity really works. Ultimately you’re presenting information that will be of use to your customer. But to get it delivered, you have to make the information of use to the media. They need a Valentine’s Day story; they need something to heat up a rainy November or cool off the dog days. You give them what they need in a form that also serves to bring in customers. You become their source for other information about your business in general, not just your own enterprise. You write the release in the form that makes it easy for them to process and to insert. You give the local station programming that makes their afternoon day-part more solid. You have to think of the media almost as a partner or affiliate-give them what they need, so they will give you access to the potential customer. It’s basically a distribution vehicle and you have to smooth the way for it. You can visit Joan’s site by clicking on the image below: Jack Humphrey www.contentdesk.com www.power-linking-profits.com Jack Humphrey is the master of several popular and profitable sites and the author of the much downloaded Power Linking series. He was also a hands-on moderator (“The Internet Marketing Warriors”) for a few years until recently bowing out to make way for new blood to help run the show. Most important for us now, he is widely known as a sage source of advice on how to take your site-building tactics to the next level: traffic building, raising your profile with the search engines, finding just the right link partners. (Gold): Jack, here’s the $64,000 question (at least!) that we’ve been asking all the gurus… What is the secret of your online success? (Humphrey): The key was the day I decided that working for myself was something I was going to do, or die trying. From talking to hundreds of successful online marketers, designers, writers, programmers, and consultants over the years, I have learned a lot about success and failure. Most notably, I have learned that the biggest difference between those who are successful and those who are still floundering is simply how serious each person is about learning their business and then applying what they learn. Every successful person has a string of failures behind them you may never hear about, but I assure you they all have had "wildly successful" failures in their pasts! (Gold): So success has much to do with surviving failure and with learning from it? (Humphrey): Success has everything to do with that. How you deal with that first failure usually dictates how your online business is going to turn out in the end. The end for you might be right there and then. And it is for all too many people. The remaining small percentage of successful people assess their failure, learn from it, and push on. When I decided to push on after each failure starting out, that was when I knew I would never quit until I found my stride. And today I still have failed ideas and projects that don't pan out. It comes with the territory. But it marks a quality you find in every entrepreneurial spirit in the world: the ability to take risks in order to gain far more than those who never risk a thing. (Gold): How do you get accustomed to risk? Or do you simply love the risk from the beginning? (Humphrey): It's not an easy life when you are starting out. But even then, while I ate macaroni and cheese out of a box, I was my own boss and was always aware that I was going through "hell" to get to the prize at the end. It is the necessary test of fire everyone must pass through in order to come out on the other side with something more than the vast majority of people on earth: above average success and uncommon results. (Gold): So making it is a matter of knowing you’re going to make it? That’s it? (Humphrey): Yup, just about. All you have to do is decide, out loud, that you are not going to stop learning and creating until you are a success yourself, and free from depending on others for your livelihood. (Gold): Great. Beyond that, what’s on your mind, Jack, to share with us today? (Humphrey): Let’s talk about ways in which a site can achieve the much talked about “critical mass.” (Gold): Terrific. Let’s start with a definition. (Humphrey): Critical Mass Website Promotion is the elite goal rarely attained by website marketers in any industry. Reaching critical mass and getting targeted website traffic on autopilot (meaning you don't have to promote your site for 6 months and the traffic NEVER declines) is the Holy Grail of internet marketing. (Gold): Low maintenance, high profits. (Humphrey): Exactly. When you hit critical mass in your market, things change drastically for you and your business. Your marketing efforts go down in direct proportion to your customer support and sales going up. It sounds awesome. It IS awesome. But only a tiny fraction of websites on the net every achieve critical mass. (Gold): What does it take, Jack? (Humphrey): Here’s a nutshell version… One-Work Hard. Internet marketing is no game to be manipulated by using software and quick fixes to a very large problem, which is long-term, steady traffic coming to your site. There is no magic pill, silver bullet, or guru secret that will help you to achieve critical mass in your market. Hard work and intense study of the Internet and how people surf, what they want, and how you get in front of them while they are surfing is the only answer. The internet marketing game is for professionals and you MUST make yourself a professional marketer of your “shop” just as you would in the real world. (Gold): Since there’s little or no formal training available to most people, what is entailed in “becoming a professional”? (Humphrey): Most important, a professional understands his or her market. Understanding exactly who you are selling your products or services to is the crucial first step in achieving critical mass. Know who you’re selling to demographically and psychologically. The worst thing you could ever do is put the hard work in trying to achieve critical mass in the wrong market for your products and services! Know your market. Know your best, ideal customer inside and out. Get your links in front of them, ideally everywhere they surf for information related to your site. (Gold): Okay, we know who we’re after. Now how do we go get them? (Humphrey): Vigilance. Vigilance and consistency and discipline. Over the years I have watched people listen to what I have to say about website promotion and then they take one of two paths… A) They work their tails off, and do what I tell them, with great results and rewards for their efforts-more sales, more traffic, more branding and recognition). B) They buy my book, take a half-hearted shot at the easiest things in the book, get bored, tired, or impatient, and then they go back to chasing down quick fixes. I have watched people who had the answers they needed right in their hands, and then they drop them for more glamorous-sounding, fast solutions. “Solutions” which any professional knows won’t work. I will say this again-THERE IS NO WAY TO QUICKLY OR INSTANTLY ACHIEVE CRITICAL MASS IN YOUR MARKET! (Gold): And the dangers of ignorance are pretty frightful, aren’t they? (Humphrey): You must work like anyone in business who is in it to succeed works. If you do not know everything about your business and how to market it, your competition will eat you alive because they WILL know everything, I guarantee it. Just like in the real world, the one who is smarter, who works harder, and is vigilant about his or her business is going to come out on top every time. You owe it to yourself and your family to learn your craft and do it better than most people in your market if you want to succeed. (Gold): What else does the vigilant marketer do? In order to hit critical mass, you must be everywhere, or nearly everywhere your best customers surf. This means linking back to your site from reciprocal links, articles, press releases, joint ventures, forum participation. And it means good search engine positioning for your best keywords. In order to have literally thousands of links pointing to your site in high-profile areas where human beings actually go and read and surf, it takes pure time and effort. You must submit your articles to the best free content directories. You must do that over and over until you have published everywhere you can that is relevant to your market. You must secure deals with high-profile sites in your market to swap QUALITY links. I am talking about links that people will click on, not just links that only search engines will see. It’s more than simple reciprocity-there has to be a real fit between the sites to exchange links. You must be everywhere that is a good place to be on the net in your market. This takes time. This takes hard work. This is what it takes to have a viable, long term website traffic solution for your business. Reaching critical mass, or even sitting down and deciding a plan of action to pursue critical mass in your market, takes maturity and a final realization that you can have anything you want in the world if you want to work for it. (Gold): Say a little more about the lure of the “easy way.” (Humphrey): You’ve got to stop chasing quick fixes to drive spurts of unqualified, untargeted traffic to your site. That gives you front-door numbers, and it gives the illusion that you are a marketer, that you are “out there” winning customers. But it does not give you real numbers, sales numbers, dollar numbers. Plus, the few sales you do get from those people, you have to win those sales all over again next time, because those buyers won’t be back-they’re not qualified. Getting out of denial and giving up easy, unqualified traffic. That is the first step in achieving your goals as a professional internet marketer. (Gold): Jack, has there been a tool or a product, or a mentor, that has been especially useful to you in your amazing success? (Humphrey): Stephen Pierce’s site helped me get my head screwed on right. http://www.the-whole-truth.com. ______________________________ Quick Summary: “Critical Mass”-what a beautiful concept. You get the site to where it virtually runs itself. Or maybe Jack would call that version of the idea another form of denial. You get the promotion of the site, anyway, to the point where it takes care of itself. Then you’re not fixing small things all the time, fighting for customers. You can look at the big picture and really do a job on converting those customers and bringing them back. That’s where the scramble is over and the empire building begins. You can visit Jack’s site by clicking on the image below: Jeff Mulligan www.mymarketingideas.com http://www.CBmall.com/join.asp Jeff Mulligan, a 20-year marketing veteran, owns CBmall which provides 15 ways to earn income on thousands of top-selling ClickBank InfoProducts, featuring the unique ClickBank Cash Search Engine. Prior to becoming a full time internet marketer, Jeff Mulligan was Vice President of Marketing for two different software companies and Senior Vice President of a high tech ad agency where he worked for 15 years. He has an MBA from Babson College. (Gold): Welcome, Jeff. Let me start you where many have gone before. What is the main factor in your online success? (Mulligan): I continue to invest in my own education by going to seminars, networking, and learning from people who are already successful. This helps improve the effectiveness of my sites, and also helped me develop a successful attitude of getting things done. (Gold): Great. Now, how about the secret to everybody else’s success? (Mulligan): Well, if you want to make money on the Net, you need something to sell. You can create a product or you can buy rights to resell a product. Most people will tell you that to make real money; you need to create your own product. That's not necessarily true. There are plenty of Internet millionaires in both camps. Explore both options to see which makes more sense for you. Fact is, most successful marketers sell both. (Gold): Backing up, Jeff, what’s a productive mindset for making good money on the Internet? (Mulligan): One of the most important attitudes you can have is the willingness to invest in yourself and your knowledge. Now this is a very different thing from investing in "opportunities" to make money. Investing in yourself means you are building skills that you can use in your life. Within the context of internet marketing, investing in yourself means spending money and time on materials that get you educated on this business. It may be marketing, site design, copywriting, email campaigns, search engines or any other topics. There's no shortage of information. In fact, I often say that information overload is our #1 occupational hazard. (Gold): Overload or not, though, the information won’t just come to us, will it? (Mulligan): That’s right, you can't stick your head in the sand and expect to build the skills necessary to succeed in this business. But the payoff can be huge. I know dozens of people making six figures in this business. And many others making a nice supplemental part-time income. Working from home. No boss, etc. You know the dream, right? (Gold): Oh, yes. We all know the dream. But you’re saying we have to go to school first, whether figuratively or literally. (Mulligan): My point is this: Don't be afraid to invest in yourself. If you feel lacking in a particular area, scout out for reputable resources, books, courses etc. that will fill in that gap in your knowledge. Buy the course, read the material and put it into action. (Gold): Have you had some false starts, educationally? (Mulligan): I don't know a single successful netrepreneur that hasn't made some purchases he or she regrets. That's life. But it also seems that the successful ones never stop investing in themselves, through courses, seminars and ebooks. (Gold): Jeff, we’ve asked a lot of our guests how to make money on the Internet. Let’s shift gears and talk about smart ways to invest money on the Internet. Education for one, good. What else? (Mulligan): There are four general categories of ways to spend money in the Internet marketing arena. And there are three basic categories of marketers. Before you spend another penny, think about which category you fall in and which category the investment falls in. Make sure they match. The first one we just talked about-education, learning how to do something. Second is tools-generally the software you need. Hosting, for instance, autoresponders, testing software, etc. Next is marketing-the money you have to invest to drive traffic to your site. The fourth let’s call opportunity-a "business in a box," as the saying goes, something that is ready for you to promote. The package may include a product with resale rights and a web site template. (Gold): So now for the categories of marketers… (Mulligan): Right. First is the Newbie, the guy who is just learning. These people are frequently victim of information overload. Next comes the Intermediate-this person has a site, and it is making some money. Finally, the Advanced Marketer-he or she is making a good full-time income from the Internet. (Gold): One assumes the Newbie’s first investment is education? (Mulligan): Exactly. If you are a newbie, you should be investing in education. You need to learn how this business works before you spend your hard-earned money on anything else. Look at it this way: How would you know which tools you need, which opportunity is legit or what kind of marketing to do if you haven't learned how things work? If you don't understand the business, you will fall prey to the great copywriters. You will be convinced to buy things you probably don't need. "Opportunities" are especially dangerous investments for the Newbie. How can you possibly tell if an opportunity makes good business sense if you don't understand the business yet? Opportunities are where the most money is wasted. Because most opportunities are good for the owner, but may not be so good for the customer. They prey on the uneducated. (Gold): But with the Internet so wide open, doesn’t the possibility exist for the determined entrepreneur to make just about anything work? (Mulligan): That’s what people think, especially the Newbies. They figure that because the internet is so big and complicated, businesses that sound too good to be true still might work on the net. In reality, they do not. No more than they would in the bricks-and-mortar world. (Gold): Where does the smart Intermediate money go, then? (Mulligan): The Intermediate has been doing some learning and some earning. Intermediate marketers understand the big picture of how things work. They know what tools they should invest in. They know what kind of traffic works for their sites. So they are in a position to judge which opportunities may work for them. Their money is logically going into marketing and opportunities. But wise Intermediates still invest in education. They realize that things change and it's important to stay on top of the business. (Gold): And the Advanced Marketers? Where is their money going? Surely that’s the money to look at and follow. (Mulligan): Advanced marketers probably own the tools they need. They may have even developed some tools of their own. They may not need to spend much on marketing either, because they often have affiliates who are doing lots of marketing for them. But smart ones are always testing new marketing strategies. And I've been amazed to see that lots of these Advanced Marketers are attending seminars. (Gold): Right where you’d look for the Newbies. (Mulligan): Even the ones who are doing the teaching are sitting in the audience for the next guy. They continue to learn. They always continue to learn. (Gold): So we need to gauge where we are, is that it? (Mulligan): The important thing in all this is to realistically assess where you are in this cycle so that you are investing your money in the right place at the right time. The learning never stops. And more learning equals less wasted money. (Gold): Let’s end where we began, Jeff, with learning. What has been an extraordinary learning experience for you on the Internet? A product or tool, a site or mentor, something that really accelerated your own learning curve? (Mulligan): Terry Dean’s site is great. http://www.terry-dean-protege.com. I definitely recommend it. ______________________________ Quick Summary: Learn, learn, learn. (Earn, earn, earn.) Internet education makes the difference between a Newbie who gets duped and a Newbie who gets started. It makes the difference between an Intermediate who keep struggling and just getting by, and an Intermediate who moves on to be an Advanced Marketer. And, it makes the difference between the Advanced Marketer who keeps on making that handsome living, at least for a while, and the one who expands and builds a base that becomes virtually indestructible. First it keeps you out of trouble, then it puts you over the top, then, with a little luck, it shows you where the top really is. See you in school. You can visit Jeff’s site by clicking on the image below: Marty Fiegl http://www.directsalesmarketingonline.com Marty Fiegl is known far and wide for his stopper copy and his runaway success domains. Can he tell us how to influence our customers as surely and forcefully as he handles his own? Let’s ask him. (Gold): What makes the sale or doesn’t make it, Marty? (Fiegl): If you've been selling on the web for a while, or "trying" to sell on the web, you already realized that your direct response sales copy is the determining factor to whether you make a sale or not. With all the information out there, whether FREE or paid, I still see people breaking the copywriting rules, and possibly breaking their bank. There are some basic rules you need to follow to create a successful sales letter. The age old formula has been around for over a hundred years and is the outline for all successful copy. Follow it. (Gold): Give us the formula one more time, Marty. (Fiegl): A.I.D.A.-Attention, Interest, Desire, Action Attention-your Headline and subhead must grab the visitors’ attention. I also use a header graphic. If you can't make a header graphic pay someone to or simply leave it out. If it's ugly you just lost a sale by looking cheap and unprofessional. How's your headline? Does it compel? Does it tell your main benefit and what your visitor will get with your product? Don't overlook the most used type of headline. The "How-To." I've recently come back to using the "How To" headline with incredible success. It actually increased the response rate on one of my websites over 5%. (And I thought my 1% response rate was OK with a $67 product). Remember when using a How To headline you need to include the main benefit of your product/service. Here are a few examples... "How To Lose 34 Pounds In the Next 30-days GUARANTEED!" "How To Eliminate Bad Credit" "How To Win Friends and Influence People" (Gold): That tales care of attention. Interest is a little more subtle, isn’t it? (Fiegl): Interest is needed to keep the prospect reading. Your first few paragraphs must be interesting. Whether you tell a story, talk about a problem your reader is having or making a bold promise. Interest needs to be maintained throughout the entire sales letter, if you can't keep it interesting, cut it out. It's better to have a shorter sales letter that's interesting than a long one that's boring. If you can keep it interesting longer, the better off you are. (Gold): What can turn the interest up a notch? (Fiegl): If you're going to be asking questions in your sales copy, make sure that you are asking "YES!" questions. What I mean is, any question you ask should get a YES! response in the prospect’s mind. Here are a few examples: 1. Could you get excited about…? 2. Can you see the value of…? 3. Do you see the benefit in…? 4. Are you looking forward to…? 5. Doesn’t it make sense to…? (Gold): There are some key words in there, right? (Fiegl): Using action verbs and getting the reader excited will maintain their interest as long as they are interested in what you are offering. Words like "Discover, Unleash, Transform, Turn, Create and Explode" are good examples of action verbs. (Gold): Give us one more insider trick. (Fiegl): Bulleted lists are a good way to maintain attention because people will scan them quickly and find what interests them. Use action verbs as the sentence starters for your bulleted lists. (Gold): Does interest naturally and easily flow into desire, or do you have to switch gears? (Fiegl): Desire-Creating desire is usually done with adding bonuses and a bold guarantee. Your bonuses should out-price your product at least 2:1. However, desire should start in your sales letter with promises or guarantees. (Gold): So the prospect is salivating now, and I guess it’s time for action? (Fiegl): Action-You need to tell the prospect what to do. Do you want them to "Order NOW!" or "Click Here To Signup for your free copy of the gazette Newsletter!" You need to remind yourself that a majority of your audience may not know what to do. (Gold): Now we know the real deal on writing, Marty, back us up a step and let’s talk about Internet advertising in general. (Fiegl): Sure, great. (Gold): Tell us about where to advertise, and how. And tell us, in Internet terms, just what advertising really is and what it’s not. (Fiegl): OK, there are Four types of advertising… 1. Pay-Per-Click (PPC) 2. E-zine Advertising 3. Traffic Exchanges 4. Banner Advertising These are the only ones you'll USE. Do not waste your time on anything else, you'll be throwing money away. (Gold): Take us through them, if you would… (Fiegl): Pay-Per-Clicks. (PPC). Targeted, only pay when you get a hit! This is the best advertising, you MUST DO THIS! Everyone knows overture. Only get an Overture Pay-Per-Click or a Google Adwords account. I have had only bad luck with any other ones. Choose a generic word about your product or service. Click on the bid tool and type in that word. Look at the list and see which phrase is searched a lot and choose that one. Add this word to your listing. When you type in a description use specifics. I even mention the price. This needs to be this way for only the most qualified user. Bid HIGH on this keyword. If it costs .50cents a hit this is fine as long as you are having sales and this is the only advertising you use! Do these steps over and over on many different keywords. The Description should tell The price of the product and as much vital information as needed along with the chosen word or phrase you used. (Gold): And the e-zines, Marty? (Fiegl): E-zine Advertising…Solo e-zine ads work best. Top sponsor ads are second. Don't waste any money on e-zine advertising anywhere else! Your ad will not be noticed unless you use the above two ads. Make an ad: a Solo ad could be a trimmed down version of your entire website. You can do it in sales letter form or you can just use a few teaser lines to get them to the site. The idea of the email is just to get as many people to go to the website which will then transform them into sales. Top Sponsor ad: 5 space 60 line ads. Arouse curiosity, offer a guarantee. (make sure you run your emails through a spam filter test first) Something like Incredible, FREE System brings in the cash! (Gold): Now for Traffic Exchanges. (Fiegl): Traffic Exchanges: I haven’t used these in years but the main concept is good for beginners. They are FREE or Cheap. Simply put in your website’s URL and it goes for you. This is great because it's no maintenance. It's just a lot of traffic. Offer something FREE on your website in exchange for their email. (Gold): Finally, the banners… (Fiegl): Banner Advertising: You should do some sort of banner advertising. I use banner exchanges and put a link to theirs WAY DOWN at the bottom. I don't want anyone to be distracted from MY website. Using these in conjunction with the Traffic Exchanges, this also gets you 5000 FREE banner impressions. I only use text banners. With a fake drop down box and a fake submit/click here/ok/yes/no button. I average 50:1 clicks on all my banners that I do this way. That's another 100 Hits. (Gold): I think we’re seeing a pattern here. You’re getting a whole lot of traffic, but you’re not putting out a whole lot of money. (Fiegl): Right. It is like a never ending cycle of FREE advertising! (Gold): How do you stay on top of what’s working? It's very important that you know which e-zine, PPC, or banner ads are working. You want to know if you need to change your description in your pay-per-click account, adjust your solo or top sponsor e-zine ad. You also want to track how good of a traffic exchange you are using, and which banners are pulling in the money. The good news is that there is a simple answer to all this. HyperTracker or Adminder. You can track every one of the above and much more! This is a very powerful tool you NEED. If you are not tracking your advertising vs. sales ratio you are throwing money away! Do NOT throw money away. I don't! This is vital information you need to know to save AND make more money at the same time. The best part is, HyperTracker is the least expensive, feature rich service available! (Gold): Marty, was there anything out there that really helped you achieve success online? (Fiegl): There were two things in particular that helped out. NetBreakThroughs (www.netbreakthroughs.net) and Jonathan Mizel’s newsletter at: www.onlinemarketingletter.com (Gold): Awesome, thanks Marty. ______________________________ Quick Summary Well, there it all is in a nutshell-the secrets to get more customers. Again and again we hear how important it is to test. All the means are out there to find out what is working and what is not. Don’t just go by sales. Your customers have a lot more to tell you than that. Test, test, test! For every improvement you make, you’re literally raising your income without doing any ‘extra’ work. You can visit Marty’s site by clicking on the image below: Stone Evans www.pluginprofitsite.biz Stone Evans is the Home Biz Guy. He made a tough but very profitable transition from small restaurant owner to big Internet marketing guru. Now his business is helping others to make the same journey. He speaks here about what it takes, inside and out, to get out of working for the man and into working for yourself. His advice can surely help you make the move, with a lot of the same profit as Stone sees now, but without most of the pain. (Gold): Stone, what's your advice for Internet success? (Evans) Well, my whole business is built on helping people get started with their own business on the Web, but the last thing I want is a client who isn't ready or who isn't committed. Starting an Internet business is just like starting a brick-and-mortar business-you're on your own, and that's not for everybody. (Gold): How do you find out if you’re cut out for it? (Evans): You have to ask yourself some tough questions. (Gold): What would those questions be? (Evans): First, there are the social considerations. Are you the type of person who relishes every chance to gather around the water cooler for social interaction? If so, then home business ownership may not be the right decision for you. But if instead, you feel that you can be quite content sitting alone at your desk, speaking only to clients and really minding your own home business, then you might have what it takes to succeed as a home business entrepreneur. Then you have to think about motivation. Self-motivation is the key to success when you start a home-based business. You need to possess the ability to push yourself ahead. Of course, your drive and determination will be reinforced with every new sale, but you have to maintain that drive on your own. If you need a dozen coworkers milling around your desk, if that's what gets you revved up, then think again. But if you feel at ease with your own company and don't need that constant feedback and encouragement from a team of co-workers, then you, too, could savor the freedoms that will allow you and your family to live the lifestyle you know you want and deserve. It's a long way from employee to being your own boss. You will have to wear many hats and gain a wealth of business experience along the way. Your organization, planning and marketing skills will all be put into practice and tested to the max. The level of success that you will achieve greatly depends on the time and effort you are willing to plow into your new home business. That in turn depends on your ability to motivate yourself. You have to be your own boss inside before it happens outside. Your success rests entirely upon your own shoulders. (Gold): What kind of boss do you have to be when you're your own boss? (Evans): A very demanding one, but also an understanding one... Remember that guy you used to work for? That turkey who called you in to work on Thanksgiving Day? The guy that wouldn't let you take time off when your baby was sick? Well, for heaven's sake, don't be him. But on the other hand, you have to be tough -- you have to demand of yourself the drive, the tenacity to persevere with your home-based business. You have to make sure that you're investing the necessary time to nurture the business, to watch it grow and see it through from germination to full, glorious bloom. When you're the boss, you are absolutely responsible. You're responsible for the success of the business, and you're responsible for the disappointments. You're responsible from A to Z. (Gold): This is all kind of sobering, Stone. Tell us a little more about the rewards. (Evans): A home business means freedom. You can do what you want when you want. You make your own schedule and you decide how much you get paid. There no greater feeling in the world than being in charge of your own destiny and a successful home business provides that opportunity for all who claim it. (Gold): Great, thanks. Now, speaking of success, what do you think was the greatest factor in your own success? (Evans): Well, I can honestly say that I followed my own advice. I knew this was what I wanted, so I researched it thoroughly. I worked long hours at my day job and got online every evening working on my Internet business. I invested a lot of money and a lot of time getting my business going, but it was certainly worth it. Ultimately, you have to want success more than anything else and you have to be willing to make sacrifices. I did. (Gold): Was there a particular product or service that gave you a big boost? (Evans): Sure, an autoresponder. I’ve made a lot of money following-up with people via email using a simple online autoresponder. In fact, if I could only have one tool to run my business with, it would be an autoresponder. (Gold): So wrap it up for us. What's the real key? (Evans): If you are committed to building a successful home business, the key is to stay focused and positive… even if sales aren't up to par, even if you hear occasional negative remarks or derogatory comments from people with stuffy, dead-end jobs. Ignore their cutting words and bear in mind that success is the best revenge! Keep your admirable, positive attitude at the forefront and show everyone what you're made of! (Gold): Thank you, Stone! ______________________________ Quick Summary: Its great when inspirational advice and hands-on advice are one and the same. Plato, I think, said “Seem to be what you wish to be.” Apparently that’s just as true inside as it is outside. You have to be that entrepreneur in your mind and heart; then it finds a way to happen out in the world. You can get the rest of Stone’s thoughts, and get his empowering help directly, at www.pluginprofitsite.biz. You can visit Stone’s site by clicking on the image below: Kevin Nunley http://DrNunley.com Kevin Nunley’s first career was in media, with several positions at radio and TV stations in major markets like Dallas and San Francisco. His myriad articles, appearing in countless venues both online and hard-copy, educate people about the media and using it to their advantage. He also provides different tools to use for copywriting and advice on marketing at a very reasonable cost. Kevin's general point of view is that most ways of doing business have to be rethought for the Internet. In particular new marketing strategies are necessary. Like many of our other gurus, Kevin refreshingly honest about both the wonderful opportunities on the Net ad the difficulties. Kevin Nunley provides marketing advice and copywriting. See his 10,000 marketing ideas (a conservative estimate!) and popular promotion packages at http://DrNunley.com. (Gold): Welcome, Kevin. Tell us some surefire ways to build sales. (Nunley): Could you use more sales at the moment? Yeah, pretty much everybody can, right? Well, one great way to go about it is simply to promote your own name. By getting your name out there, a certain familiarity amongst prospects will grow and when the time comes that these prospects need your services, likely you'll be the first one they call. (Gold): Can you tell us how to get your name out there? (Nunley): No doubt you have heard of viral marketing. Just like a common cold, it involves having people pass an idea or product from one person to the next. Unlike a cold, a marketing virus is a wonderful thing to catch! My biz-tips are a simple kind of viral marketing. I write them for Marketing Tips Daily at memail.com, but they almost always get picked up by other editors who send them to their readers who send them to their list. You may be reading a given tip years after I wrote it. Amazing, isn't it? I write the article once, then enjoy the benefits as one person passes it to another. It's not unusual for one million people a week to see these articles. (Gold): Are there other methods, besides being an author or a marketing authority? (Nunley): Sure. Look for ways you can give your product, service, or idea a marketing virus. You might give people a free service they can use. That way your web address and phone number are included in every product they send to others. Free email accounts (like hotmail) and online greeting cards are great examples. Start a joke that pertains to the news or common experiences in life. If it's in an email, it can include your name. Jokes get passed around at an unbelievable rate. Some humor experts believe there may be as few as 7 people who come up with most of the jokes we hear. They start them on their viral tour, eventually reaching millions. (Gold): So find something useful to give away? (Nunley): When you get right down to it, perhaps the most effective method of viral marketing is simply being kind and helping people. Help folks for free when you can and give paying customers more than they asked for. You may be surprised at how fast customers tell their friends...and in these days of email, that can be a LOT of people. (Gold): Is it possible to be more overtly commercial? (Nunley): Absolutely. Create a series of books, pamphlets, or TV commercials. A series makes people want to tell others so they can get in on the progression. Another great way to market your name is with business cards. It works a lot like viral marketing in that your card gets passed around instead of just a verbal mention. (Gold): How does that work? (Nunley): Let me give you an example: recently I opened a new music venue in Salt Lake City. It's a small place where local bands can play and fans of all ages can get in for cheap. Right away people were coming in telling us what a "cool" idea the venue is. I found myself passing out business cards right and left. Some customers wanted to remember our web site address. Others were musicians wanting our phone number for later reference. In the process of taking to people and handing out cards I met several folks who could be of help to us. One, a designer with terrific ideas for our decor, wrote her name, number, and slogan on the back of one of my cards and handed it back to me. Have a wad of cards handy when you find yourself in a group. Don't try to sell, just pass out your card with an invitation to call or email. (Gold): That creates a good opportunity for easy follow-up, too, doesn’t it? (Nunley): Collect other people's cards, organize them, then call a week later to pick up the conversation again and...this time, do some selling. If you're a bit on the shy side, like I am, hold a drink. A soda or bottle of water is fine. It can make talking to people easier. In restaurants, clubs, and many meetings, holding a drink is perfectly acceptable and often puts the other person at ease as well. Repeatedly running your advertisements are another way to ensure your name runs rampant in the business community. Have you ever run a one-time ad and then wondered why you didn't get much response? Advertising and marketing almost always take repeated use to work properly. Once in a while you will get a product or service that sells with the first ad, but most take time to sink in with customers. (Gold): Even the best and most benefit-laden ads do seem to work on a pretty slow fuse. (Nunley): There's an old newspaperman's joke that dates back more than 100 years that illustrates how ads work… The first time a guy looks at an ad, he doesn't see it. The second time, he doesn't notice it. The third time, he is conscious of its existence. The fourth time, he faintly remembers having seen it. The joke continues on until the sixteenth time has him thinking he'll buy some day and the twentieth time he sees the ad he tells his wife to go out and buy the product. (Gold): Another reason to be persistent and to resist becoming discouraged. (Nunley): Throwing your name around is the best way to get people to notice you and eventually buy your product or service. Don't get discouraged if your efforts aren't recognized immediately, it might just take a few more tries. (Gold): Kevin, let’s get even a little more focused, more specific, and talk about what makes strong web copy. (Nunley): When something isn't selling online, people automatically start assuming things like, “Internet businesses never make any money” or “My product or service just isn't in demand.” What I tell people when they come to me with these statements is that there are numerous reasons why their product or service might not be selling, and that they should explore other options. For instance, have they taken a good look at their web copy lately? Most of the time, the people I talk to about their web businesses are selling a good product or service that people would want to buy. However, what stands in their way is often their web copy, or lack thereof. I often hear people say, “Nobody reads on the Internet, so my copy just isn't that important.” I want to amend that claim to this: Many people don't read on the Internet, but those who are looking to purchase a product or service always do. (Gold): One way or another, people want to know something before they spend money, right? (Nunley): In today's rocky economy, people aren't willing to throw money at a product or service they know nothing about. Many online shoppers spend hours looking for the item that is exactly what they want. Your product or service could be exactly what they're looking for, but with scant, uninformative copy, how are they going to know? (Gold): Do we all have to be a Gary Halbert, or excuse me, a Kevin Nunley? (Nunley): Often you can just make a few changes, nothing too painful. You don't have to throw out your old copy and start from scratch. With some minor alterations, your copy can inform, motivate and charge prospects to take action and buy. (Gold): What are some of those changes? (Nunley): Here are a few changes you can make to change the way your copy sells… Give the most important info first-don't force people to wade through two pages of copy before they can discover what you're all about. Get to the point right up front, in the headline, subhead and first few paragraphs. If you have too much filler copy in the beginning and don't start getting to the point until later, all that copy your visitors read will be lost on them. It will have been out of context because you didn't provide them with a context. First things first-ever head of "Inverted Pyramid Style" writing? It means starting with the most important sentence and following with lesser sentences. But not too many. Keep your paragraphs short so they don't overwhelm the reader. (Gold): Shorter paragraphs, and maybe shorter overall? (Nunley): Definitely. Cut words-web copy should use about half the word count or less than conventional writing, so keep it short and to the point. This isn't the great American novel. Your goal is to make sure your audience can understand every word you say while reading quickly. If they have to stop to get a dictionary because you used too many cryptic words or jargon, you'll lose their interest. No sub par subheadings-use only meaningful subheadings. Your subheadings should serve as an outline for your copy, making it easier for the reader to remember important points and gain an accurate overview of the products or services. If your subheadings are well placed and meaningful, no one should have to read your copy twice. (Gold): How can you organize the ideas to help the flow of the reading? (Nunley): Give one idea per paragraph-don't load your paragraphs with ideas. Avoid confusing the reader by separating each idea into its own paragraph. This will also help you keep paragraphs shorter. Limiting paragraphs to one idea helps readers digest information a little at a time, promoting comprehension and recall. And use bullets-when presenting information, it is helpful to separate the text with bullet points. Bulleted lists are easier to read than entire paragraphs, and the differentiation shows readers that they should pay special attention to bulleted points. In fact, readers are known for skipping over paragraphs and going straight for the bulleted text, so make whatever information is in bullets essential to motivating the sale. (Gold): Can highlighting help focus, much like bulleting? (Nunley): Highlighting keywords is good. You're going to get a lot of “scanners” visiting your site. These are people who don't read word for word, but glance over text looking or important information. Highlight keywords so they will know where to find this information. (Gold): How about the overall tone? (Nunley): Use hype where hype is needed. Hype is like opera: people either love it or loathe it. So be careful where you use it. With certain products, hype has been known to reduce credibility, but with others, it increases excitement and motivates purchases. But if you want to add that punch here and there in your copy, use hype like paprika; just a pinch to tweak the flavor. An exclamation point here, a phrase in caps there, and you've got just enough to satisfy any palate. (Gold): Before we wrap it up, Kevin, please tell us what you think has bee the biggest single contributor to your success. (Nunley): This goes right back to the beginning of the interview. Without question the best thing I ever did was start writing articles and send them to e-zines and sites. My first article was picked up by AOL in late 1996. Right after that I started writing an article every few weeks, keeping it up for several years. That got my business off to a quick start. (Gold): In the same vein has there been a product or site or tool of some kind that was especially helpful? (Nunley): http://www.bizweb2000.com/index-3.html. Jim Daniels’ publishing site was a real inspiration. Come to think of it, anything by Jim is terrific. ______________________________ Quick Summary: So there is no substitute for getting your name out there. Articles are the tried and true way of doing that, but with smart viral marketing there are a lot of “catching ways” to infect prospects with your name; even jokes are no joke when it comes to getting circulated on the Net. But if more is more in terms of online publicity, less is more when it comes to online sales copy. Pare it down, open it up, and give clear stepping stones with subheads, bullets and highlighting. Implicit in Kevin’s sound advice is the thought that, although sales writing is an art and there are masters, we can all practice the art to some extent. But we need to think things through in terms of what the product really delivers to the customer. You can’t put first things first if you don’t where the customer is coming from. You can visit Kevin’s site by clicking on the image below: Anne Ahira http://www.TheBestAffiliate.com www.AnneAhira.com At school they called her "Baby Brat". She got her mother to lie about her age so that she could start school ahead of time, and she’s been way ahead of her class ever since. Anne Ahira’s first career choice was “Super Girl,” after she saw “Superman” at age eight. She was convinced she could fly from the top of her house with the aid of an umbrella. She broke several umbrellas but, fortunately, no bones. That was apparently her only failure. Since finishing college (early of course) at the head of her class, she has been flying high in business. Anne is an Editor of The BEST Affiliate Newsletter and the Founder of Elite Team International. (Gold): Anne, what makes a site sticky and successful? (Ahira): There are so many possible factors. Let’s start with some basics. (Gold): Great. Basic number one… (Ahira): Speed. Several studies indicate that you have only 10 to 30 seconds to capture visitor's attention. If your site is slow to open, your customer will likely lose patience and close the window. And that means bye-bye to your site! Worse, it means no sale. (Gold): How can you avoid that problem, and still get the full effect of state-of-the-art design and functionality? (Ahira): Avoid having too much animation in your site. Make sure the image files that are necessary are compressed as much as possible. And host your site with a good hosting company. (Gold): What else goes on in those crucial few seconds? (Ahira): Remember you have only so long to capture a visitor's attention. So website design is very important. Most people judge something on their first look! When visitors come to your site, they will see the reflection of YOU. Be certain they will like what they see. (Gold): Give us some guidelines, please with that in mind. (Ahira): Make your site comfortable to look at. Be consistent with the feel and design. For one thing, don't use bright colors that jolt the eye and senses. Use a text that is easy to read. Better yet, put a really great picture of yourself on your site. Let your visitors know who they are dealing with, and show them that there is a real human being behind the website! (Gold): You certainly follow your own advice in that regard, and charmingly so, I might add. (Ahira): Thank you. Did my picture capture your attention the first time you visited my website? I hope so. I hope you could see that I am a real, genuine, caring person that you would feel comfortable doing business with. (Gold): So we’re quick enough, and we’re easy to look at. What’s next? (Ahira): Focus. Make sure to focus your website on the intended goal. This will help you to target your market easily. For example, if you are interested in a car selling business, most of the contents of your site will naturally be about cars. For instance, your topics could be; My Car Collection, Tips for Buying a Good Car, Millennium Cars, The Secrets of Washing a Car, etc… Car Lovers will enjoy visiting your site, because you give them exciting information about a topic they are personally interested in. When you have laser focus, and great contents, this will create happy customers coming back to your site again and again. This makes it possible for you to repeatedly offer them new sales items to purchase from your site! (Gold): So a single, universal theme is important. (Ahira); Totally. Don't clutter your site with too many unrelated products. When you have more than one or two unrelated products, make a unique page for each instead of putting them all on the same page. And do it with some style and thought. Your customers will not appreciate feeling that they have been tricked with an unworthy product. (Gold): Would you share some thoughts about keywords? Do they help pull the theme through? (Ahira): Many site owners ignore or are ignorant about the importance of keywords. I have found sites which don't have any keywords at all. This is death for a website! Good keyword density will help your site listing in search engines! Remember, 90% of web surfers find what they want by typing in the search engines. So design your site to maximize the placement. Focus on your keywords. Utilize the meta tags, keywords, description and title. If you have no idea what I am talking about or if you don't know how to use HTML code, please, find someone who does or purchase a few good books (I can suggest one or two). I know this may sound terribly confusing, but it is one of the most crucial things needed to build a better more successful website. (Gold): We got here with keywords, Anne, and we opened fast and our design is pleasing in its presentation of one clear theme and purpose. Maybe now you could tell us something about navigation? (Ahira): Make your site navigation easy. If the customers find it hard navigating your site to find what they want, they will go elsewhere. So limit the choices, and make the sales process uncomplicated. (Gold): And now we’ve made a sale, or rather our visitor has made a selection. Take it from there. (Ahira): If you sell a product, offer your customer a variety of payment methods. If your site does not offer a credit card, you are hurting your business-get one right now. You can set up a merchant account such as ClickBank, or use one of the many credit card clearing companies. Take checks online. Provide an address for those who prefer to pay by cash, check, or money order. And provide them with a guarantee. Make the payment process obvious, easy to access, and intuitive to use. (Gold): The question of a guarantee puts me in mind of the general question of credibility… (Ahira): Your professional website design will not sell if the customers don't trust you! So provide legitimate contact information online. Your email address, mailing address, phone number and a fax number if applicable. If you are reluctant to give this information to your customers, then why should they trust you, or buy from you? Having your own domain name is also very vital for your credibility. It will make you look more professional. Choose a domain name that is easy to remember and suitable for your business. Putting testimonials from happy customers is one of the best ways to improve your credibility. When the customers can read what other people say about your service, they will be more inclined to trust you! (Gold): Let’s hang a left. What else would you like to discuss, Anne? (Ahira): Viral Marketing. (Gold): How infectious? Give us the lowdown. (Ahira): Most people don’t know nearly enough about viral marketing, what it means and how it can impact your business. It’s an exciting form of advertising that fits well with network marketing. Both concepts are based around relationship building. Viral marketing basically creates a word-of-mouth referral network by using your existing customers and contacts. Your message is passed around and around, creating exponential growth for your company. (Gold): Why does it work so well? (Ahira): Studies have shown that the typical internet user is very vocal about their online experience. This means that for each person you reach, you are actually reaching a group of their friends as well. And then those friends tell other friends, etc. and you have the kind of growth that is similar to the way downlinks grow in network marketing companies. (Gold): An example might help us follow along. (Ahira): Have you ever received a greeting card from Blue Mountain? They are a very popular free greeting card company on the internet. At the bottom of each card you receive, it allows you the option to give a card back to the sender or anyone else you might like. This is viral marketing in action! The person getting the card now knows that Blue Mountain is a reliable company. After all, their friend uses their service. This establishes credibility and trust simply by association! The number one barrier to closing sales is already removed by using this method! Another good example of viral marketing is seen at Amazon.com. At the close of each sale, they ask you if you know someone who might like what you have just purchased. If you do, they offer to email them a note saying that you have just purchased this product and thought they might like it as well. If your friend orders the same product within a certain amount of time, they receive a discount. This is a brilliant concept because it allows Amazon to reach more people through a credible third party. With every email they send on your behalf, you are endorsing their website, and taking part in their viral marketing campaign. In essence, they are getting you to do their advertising for them! (Gold): What’s the best way to get all this going for your site? (Ahira): Why would someone spread YOUR advertising message around to others? BENEFITS! The bigger the benefit that you can offer to people, the more likely that they’ll pass it along. For example, create a free report with valuable content and include a "pass it on" link at the bottom. If you have a newsletter, or write articles for one, put a line at the bottom of your article-"Know someone who would be interested in this? Click here to email it to them!" What benefit does the person sending these receive, you might wonder? They are offering valuable information to friends and colleagues. They are helping them out, and in the process, establishing you as a person worthy of their trust. (Gold): What’s a particular good or involving benefit? (Ahira): Contests are good. Contests are also an effective way to generate interest. Encourage people to refer their friends to sign up for your contest. For each friend they sign up, they could receive another entry into the drawing. In whatever form you chose, remember to ask the person for the referral, rather than just hoping that they’ll do it on their own. (Gold): Like so many online marketing tools, it’s free or virtually free, isn’t it? But it does take some brain work. (Ahira): Sure it does. Take some time to think about how viral marketing can be used to further your business. Look around and see what other companies are doing. Don’t overlook this far-reaching, powerful marketing technique! If done correctly, it could be the most valuable one you will ever use! (Gold): Tell us something about your own personal success, Anne. (Ahira): My online journey started off quietly enough four years ago, but it became very public when the media here in my country of Indonesia picked up on my online success about a year ago. It turns out that I am the very FIRST successful Internet Marketer in my country, and people are calling me the ICON of Internet Marketing in Indonesia! Now my success story has been written about in almost every major magazine and newspaper and I've been interviewed several times on national television. I was even chosen by our government to receive the "Woman of the Year, 2005". (Gold): Congratulations! (Ahira): Thank you. It’s kind of heavy stuff! And all because of my success as an Internet Marketer! The secret to my success? I've always dreamed big 'impossible' dreams and never gave up until I made them come true! (Gold): So you are Super Girl after all. (Ahira): Thanks J. But being persistent, creative and original is what makes the difference. Without question, that is the greatest contribution I made towards my own success. (Gold): Awesome stuff. Let’s conclude with a little bit of viral marketing, Anne. What particular product or website or course-any tool at all-has been especially helpful to you in building your business? (Ahira): You bet. Aweber. It’s the best autoresponder system out there. (http://www.awebernow.com) (Gold): Thank you, Anne, very much. This has been great. ______________________________ Quick Summary: Again we hear of the value of the mental and emotional ventriloquism of really understanding your customer. In her own inimitable way, Anne is echoing what so many of her fellow gurus have said before: see it all, and feel it all, from the prospect’s point of view. And again we see the practical wisdom of adapting to the way the system works and going with the flow. Like selling stories to the press, like making JVs really work, viral marketing succeeds when you see what the system and the users need and supply it. Done wrong, viral marketing feels like asking your buyer to shill for you. Fat chance. But done right, it feels like an opportunity for her to do a favor for a friend and, here’s maybe the real point, to look smart and thoughtful in that friend’s eyes. They used to say that the secret to retail success was “Location, location, location.” In cyberspace, the secret is beginning to look like “Benefit, benefit, benefit.” You can visit Anne’s site by clicking on the image below: Heather Colman www.ebookpalace.com http://customdesigncovers.com Heather Colman is a runaway promoter of many ebooks. Her online directory www.ebookpalace.com features nearly 5000 different titles. Now she's extending her franchise, creating custom covers to help other ebook authors be more successful. Heather is a past master of website promotion, and we're delighted to have her share her thoughts with us. In particular, she hands out invaluable tips for getting articles published on other sites to help drive traffic to your own site. That’s a crucial skill, because it not only serves its promotional purpose, but it makes the Internet much richer with everyone getting their expertise in front of the reading public. (Gold): Heather, what would you say is the biggest single factor in your success? (Heather Colman): That would have to be my standard of customer service. I believe that service is even more important than the product itself. (Gold): Is there are product or service that’s given you a big boost? (Colman): iCop (International Council of Online Professionals) is invaluable. It’s a great organization for networking, and as for the seal of approval member’s display, well, it’s just priceless. It really gives your customers something to believe in. The International Council of Online Professionals is a big, big help. (Gold): How about getting business? What's a good way to build traffic for a site? (Colman): One of the smartest ways to drive traffic to your website is to write articles and have them published as a guest author in as many e-zines as possible. The more widely you can be read, the better. Sooner or later, familiarity becomes authority and then people seek you out. (Gold): Tell us some more about that. What are publishers looking for? (Colman): This type of marketing approach creates a win-win-win situation for everyone involved. The publisher doesn't always have the time or expertise to write about the topics he wants to publish; thus your article provides content for his publication. He needs people with your knowledge of his subject to flesh out his presentation. Most publishers will allow you to include an advertisement or plug for your website in the form of a resource box at the end of the article as compensation for providing the material. In addition, you the author are often recognized as an expert, which creates credibility. The reader benefits from the FREE information and the author's knowledge or expertise. (Gold): What criteria does a publisher use when selecting guest articles? *(Colman): Here’s what I took into consideration when I published eBook Search Engine News. First, is your submission addressed to me personally or to "Dear Editor?" If you have done your homework you should know something about the publication you are submitting to, such as the name of the publication, who is publishing it, what type of content they are looking for and the guidelines for submissions. That is the very minimum you should find out before submitting an article. Personalize your email for a better response. The second thing I looked at is the title. Does it grab my attention or does it bore me to death? Is it believable or does it promise me I'll be making a million dollars in the next 30 days laying on the beach in the Bahamas? If I'm not motivated to read that article based on the title, chances are my readers won't be either. (Gold): How promotional can the article be? (Colman): You have to submit a genuine article, not an advertorial. What's an advertorial? It's a solo ad disguised as an article and is usually written to promote the author's pet program. About 1/3 of the articles submitted to me got lost at this stage of the selection process. An article should be written to provide "content" for the reader. The key phrase here is "for the reader". It’s understood that you are promoting yourself to a certain degree, but the article doesn’t work unless you are also providing real information for the reader. Is your content useful, written in an interesting style and/or with a fresh perspective, or is it the same old re-hashed stuff that been published in dozens of other publications? I subscribe to quite a few e-zines, not only for the content that I find useful, but it also gives me an idea of what is being published elsewhere. When someone submitted an article to me and I saw it being published in lots of other places, chances were real slim that I'd agree to publish it again. My goal was to provide fresh information that was not so readily available elsewhere. (Gold): Are there exceptions to that? (Colman): Sure. Some articles will stand the test of time. The ideas and suggestions presented are not trendy in nature and therefore can be published again and again over the years and still provide worthy information that we need to be reminded of from time to time. These types of articles I put in a special folder and may publish at a later date, regardless of how often they have been published before. (Gold): What about the article itself? What makes the writing effective? Does your opening paragraph summarize the article? You may not think that is very important, however, many publishers, myself included, do not print the entire article in the publication itself due to space constraints. A summary of the article, usually the first few sentences or paragraph is printed with a link to read the full article online. That opening paragraph is an extension of your title and should be written with benefits for the reader in mind. Has your article been checked for grammar and spelling? Are all the links working? Publishers don't have the extra time it takes to make these kinds of changes. If you've made it this far in the selection process, don't ruin it by not editing your work properly. (Gold): How long should your article be? (Colman): There is no standard length for the industry. Each publisher has their own guidelines based on how they present their articles. If you're not sure... ASK! If you keep a database of e-zine editors and publishers, it’s a good idea to collect this data for future submissions. (Gold): You spoke of a resource box earlier, to go at the end of the article. How long should the resource box be? (Colman): Again, that is something that needs to be addressed with the individual publisher. I didn’t have any hard and fast rules about that, however, if an author's resource box exceeded 8-10 lines I’d ask them to cut it back. (This is assuming you have formatted your articles to 65 characters or less per line) I've never had an author refuse my request. (Gold): Do you include the resource box in your word count? (Colman): Absolutely! If you expect the publisher to include your resource box, then it needs to be counted. (Gold): What else can help get an article into the ezine? (Colman): Are you a subscriber? While this is not mandatory, in my opinion it's unprofessional to "submit your work" to a publisher when you do not show them the courtesy of reading their publication. Now the key phrase there is "submit your work". For those of you who have articles listed in various directories and e-zine databases, making your words of wisdom available to the general public, in this situation it would be virtually impossible for you to subscribe to every publication that publishes your material. (Gold): Will a publisher usually let you know when an article makes it in? (Colman): Oh, yes. Any publisher worth his salt will notify you when they publish your material and include a courtesy copy of the issue it's published in. And that's not all the publisher should do. Once an article has passed my stringent selection process, I make it a point to visit the author's website in search of other material that is available for reprint. So... if you have other articles available, make sure they are accessible from your website or by autoresponder. (Gold): Any last thoughts to share? (Colman): This is so obvious but it's so often overlooked. Have you thanked the publisher for printing your material? Like so many other marketing strategies, getting your articles published is as much about building relationships with publishers as it is increasing traffic. ______________________________ Quick Summary: Heather Colman sums up her Internet marketing philosophy this way: "I treat my customers the same way I expect to be treated, and I pay special attention to the details of their project. You can be talented and skilled, and have an excellent product, but without customers you've got nothing." Common sense, practical philosophy and marketing wisdom, all in one. That rock solid philosophy also powers the success of her new site, http://customdesigncovers.com. The site provides eye-catching, professional looking covers that can make all the difference in pulling interest and really making a book click. You can visit Heather’s site by clicking on the image below: Jeff Smith www.highertrustmarketing.com Jeff had 8-years of offline experience prior to jumping online planning, designing and launching millions of dollars of products for companies and partners. Products ranged from consumer products, software, hardware and of course, information products such as courses, seminars and books. After creating millions of dollars in products for others, just over 4-years ago, Jeff decided to get into the infoproduct publishing business and create his own products. No sense creating wealth for others, so he ventured out on his own hitting a home run with his very first product. Since then, he has coached, consulted and trained hundreds of others to follow proven roadmaps of infoproduct publishing success. His customers have ranged from large corporations such as NCR, to small businesses and-his personal preference-individuals just like you who are serious about making their online marketing dreams come true. (Gold): Jeff, you have created an infoproduct empire. Could you talk to us about what it takes to do that? (Smith): Can people really earn a living writing infoproducts and selling these ebooks, special reports, courses and other infoproducts online? Rather than just try to convince them of that fact, I figure it's better to go one step further and show them exactly how it's done. (Gold): Great. We’re all ears. (Smith): Writing infoproducts such as ebooks or reports, building courses or membership sites, is often the launch pad for becoming an information entrepreneur spinning off multiple streams of online income. Let’s pick a product income number, say $100,000. Your number may not be $100,000, it may be lower or higher, the fact is there is a way to continue to turn your knowledge into more profits quickly-writing infoproducts that are in high demand. (Gold): I like the way you pick numbers, Jeff. This one is definitely a winner, so let’s hear all about it. (Smith): Here is an example of a typical infoproduct entrepreneur's progress toward that $100,000. The first ebook or infoproduct. You need to quickly launch your introductory ebook, video, audio or other information product and you need to find a way to sell it for $47-$97. Let's say you write an infoproduct and sell it for just 50 copies per month at a price of $67 each… That’s 50 times $67 or $3350 a month or $40,200 in a year. Now, step two is to follow up with teleseminars, webinars or interviews or a combination of them. The trick to building on your momentum is to leverage the success of your first infoproduct by conducting a series of media events. After writing infoproducts - you want to produce at least one new audio/video product per month. (Gold): Is there an easy way to get that done, Jeff? (Smith): Oh, there are many teleseminar or webinar services out there that allow you to control the entire session, and they will ship you the audio file with transcripts following the session. You now have some additional income from the teleseminars and from the resulting products. So let’s figure 12 teleseminars times $555 (that assumes 15 people times $37) for a total of $6,660. 80 product sales per month (four new products times 20 sales a month) times $67 amounts to $5360/month or $32,160/year (only calculating 6-months of sales as it will take some time to build these products). (Gold): It sure is piling up, Jeff. What’s the next move? (Smith): Step three is related affiliate products. While infopreneurs are product developers and marketers of their own products first, it certainly doesn't mean that you shouldn't build on a list of subscribers and market affiliate products to your list. Based on personal experience, it is certainly possible, and quite easy, to pull in an extra $500 to $1,000 month with well positioned affiliate product promotions-even with a list as small as a couple thousand subscribers. So let's be conservative and assume you run two affiliate promotions per month, each bringing in $400… That means 24 affiliate promotions times $400 for a total of $9,600 in a year. (Gold): Are we at 100K yet? (Smith): Not quite. Step four is show people the solution-in other words, videos. Technology has advanced to the point where you can easily produce very high quality videos from your own home office. These videos can be tutorials showing screen shots, interviews with experts or a combination of camcorder shots with screen shots. Now there is tremendous money to be made in developing multimedia based products. However, we will be very conservative with our estimates here, we'll assume you develop this product six months into your business and that it will be a $47 DVD (in reality they can often be priced much higher, depending on the topic and uniqueness of content). So 25 sales per month times $47 equals $1175 a month or $7050 in six months. (Remember we said this only kicks in six months after launch.) Step five, now… (Gold): You mean we still haven’t cleared 110K? I thought we were going for a million by now. (Smith): Step five is offering services. If you have selected your market carefully, tapped into a wave of demand and offered a unique solution or system to solve a particular problem, then people will come to you looking for help beyond your product. Offering consulting, coaching, mentoring, implementation or other services may not be your first goal, but the requests will come and you may as well prepare by pricing and marketing your services in advance. To this day, I still fight most consulting engagements-I simply love creating products too much. But offering consulting or other services does bump up your monthly income and it is a great way to stay in touch with your market first hand. Typical consulting rates range from $150 to $300 an hour. For this example, I'll assume minimal consulting at just 10 hours per month and assume your first consulting income will not be generated for six months as you build your customers and your reputation. So that’s 10hours per month multiplied by $150 an hour, which amounts to $1,500 month or $9,000 in those six months. Now the grand total… (Gold): Grand indeed. Let’s hear it. So far we have the following: $40,200 from the main product $6,660 for the paid teleseminars $32,160 from additional products and from recording teleseminars $9,600 from related affiliate products $7,050 from video and multimedia products $9,000 from consulting and related services The total is $104,670. (Gold): And this is taking it easy, right, Jeff? I mean, these are conservative estimates. (Smith): What I have outlined here is a completely reasonable, and in many cases, very conservative estimate of what you can do in your first year of becoming an infopreneur. Turning a business writing infoproducts into a serious income is possible using this formula. (Gold): Is this pretty much how things worked out for you, Jeff? (Smith): It's the model I followed, as have most other online marketing success stories. While the split of numbers may look different, the categories are pretty consistent. (Gold): And the common element in all those success stories? (Smith): Most important is that you select a target market and niche demand that is red-hot, in-demand and where people have proven the propensity to spend. From there, you will find that blowing the estimates used above out of the water is a very realistic possibility. (Gold): Would you share the direct experience of your own success with us at more length? (Smith): After trying many different business models, including network marketing, franchising, purchasing existing businesses, co-operative ventures and pretty much every other model available, I finally GOT IT! You need to control 100% of your own product AND you need to develop products that will get out there and bring in recurring income. It’s sad now, I see so many people struggling with their entrepreneurial spirit, handing over to someone else through a franchise, partnership or MLM business. Just imagine taking the 8 to 12 hours you currently spend on your job, business or other ventures and put even one-half that into creating or licensing products with your name on them. (Gold): So the opportunity is waiting, then, is it? (Smith): Anyone can do it. Digital products such as ebooks, audio products, and even videos are well within the reach of just about anyone's budget and, when you know how to produce them, very simple to complete. Once you get to know a market, and you understand what they need, there are many ways to actually produce products for that market. The key, though, is to make sure you own your lead products exclusively. Once you hold that kind of value, you can build your own online empire in less than five years. (Gold): So possession is nine tenths of success as well as nine tenths of the law J (Smith): That’s my one piece of advice-own the output of your time and energy. Let other people take care of selling and marketing it-you need to be a producer of content and value. With a few weeks’ effort you can earn years of income. With one single product, you can attract an army of sales people each promoting your product around the world, 24 hours a day, 7 days per week-while you repeat the process. It may seem like the hardest business model in the beginning, but I guarantee you, in the end, it is the most rewarding. (Gold): Speaking of that “one piece of advice”-really getting the word-was there a mentor or a product or program that opened your eyes? (Smith): The Internet marketing product I would recommend is Corey Rudl’s "Insider Secrets To Marketing Your Business On The Internet.” (http://www.InsiderMarketingSecretsCourse.com) _______________________________ Quick Summary: You don’t have to bring one child into the world to play the piano, and another to run for a touchdown, and yet another to take out the trash. One creation has many lives. Once a product is out there it takes on many aspects. People can, and will, absorb the same information in several different forms. And just like the musical halfback, successful children reflect back on their parents. First you do it, and then you tell people how you did it. The winner is an expert, and the expert is a winner. Sell your products and, whatever you do, don’t sell them short-see every profitable aspect of a product, especially an infoproduct. You can visit Jeff’s site by clicking on the image below: Charles Fuchs www.charlesfuchs.com Charles Fuchs is the President of Vision Management Ent. He is also the creator of CharlesFuchs.com, where you can find top affiliate programs, a free Internet income course, training, leads, coaching, opinion surveys and more. “I don't profess to be an online marketing guru or network marketing expert,” says Charles in the intro to his website. But I think we know better than that. His own blazing success, and that of his clients, suggests otherwise. “I don't claim to have all the answers,” he continues on the site. Well, we won’t expect all the answers today, but I’ll bet we can pry some of them out of Charles. (Gold): Charles, you’re famous for helping people build their businesses, of course, but you’re also famous for helping people prepare for business independence. Let’s start there. (Fuchs): Sure. Here are some things to consider before firing your boss… While a home-based business has many advantages and perks, it also has its share of disadvantages. Before firing your boss and opening the doors of your own home-based business, it’s good to be aware of some issues so that you can plan for them and also it helps to keep your expectations realistic. One drawback to having a home-based business is that unless you have a partner, and most home-based business owners don’t, you won’t have anyone to back you up in case of illness or an emergency. Finding someone to help you out when you want to take a vacation can also be difficult for home-based business owners. So you’d be wise to have a backup plan that ensures your home-based business will continue to operate if you must be away for any reason or just need to get away to recharge your batteries. (Gold): How about another drawback? (Fuchs): Another disadvantage to owning a home-based business is that you have to wear a great many more hats than you would generally have to wear in a conventional business. Most home-based business owners have to not only manage their business, but also see to all the details that go with it, everything from answering the phone to filling orders to accounting to taking out the trash. And it’s easy, especially when first starting a home-based business, to feel overwhelmed by it all. By being aware of this in the beginning, you’ll be more prepared when those feelings hit and able to manage them better if they do turn up. (Gold): You may be alone in business, Charles, but most of us are not alone in the world. What about one’s family, are there potential issues there? (Fuchs): Having a home-based business can also cause family difficulties. Few businesses operate on the traditional nine-to-five schedule these days. This is especially true for people who work at home at a home-based business because they often have to take care of paperwork and similar tasks in the evening hours. And without fail, the phone will ring at inopportune times. Even with the best of intentions, a home-based business will affect family members and inconvenience them from time to time. Preparing your family members in advance and alerting them to what to expect when your home-based business is up and running will help everyone involved. Then there’s the fact that it can be lonely running a home-based business. Many people don’t think of this when they trade their conventional jobs to work at home. And while solitary work appeals to many, it just isn’t right for others. So before you start your own home-based business, it’s good to consider your own needs here. Do you enjoy being with people a lot? Are the discussions around the water cooler the high point of your day? If so, a home-based business may not be for you. If you decide it is, you should still make plans that will allow you to interact with people or at least get out of the house occasionally. (Gold): There seems to be an overriding issue here. Might we call it balance? (Fuchs): That’s a big pitfall to having a home-based business. When you work at home, it’s very, very difficult to develop a work and life balance. Your home is also your office, and this makes it hard to keep your work life and your home life separate. It’s too easy to skip the movie you were going to watch with the kids and go to your home office and tackle that paperwork that’s nagging at you. Many home-based business owners find they’re actually working far more hours than they did when they were employed elsewhere. Most of them don’t mind because they get so many rewards from owning their own home business. Still, it’s wise before starting a home-based business to think about how much time you realistically want to spend working and what hours of the day are best for you-and your family. Many people arrange to do as much work as possible during the hours their family is asleep or away at work and school. This makes it possible for them to spend quality time with their families without worrying about getting their work done. A little planning here goes a long way in not only making you a successful home-based business owner, but also a happy, well-balanced one. (Gold): Let’s say we take the plunge, Charles. What’s a major business issue for the new entrepreneur to deal with? (Fuchs): Let’s talk about getting the word out. Marketing your home-based business is vital to its success. So one of the first things you should do when starting your home-based business is to develop a marketing plan. For your home-based business marketing plan, you need to know what your business is really about and what separates you from the other guys in the same type of business. When you have an idea about this, you want to develop a unique selling proposition statement (USP). This is different from an advertising tagline, although you may end up using it as one. A USP, however, is usually a one-sentence statement that sums up who you are and what the purpose and mission of your home-based business are. (Gold): Once you know who you are, and what you’re up to, then where do you look? (Fuchs): After you develop your home-based business USP, you want to think seriously about your target market. Who are they? Where do they live? How much education do they have? What are their buying habits? What’s their gender? Asking questions like these help you know your customers inside and out, which will be of tremendous benefit in allowing you to talk to them in their own language and in understanding the best way to get the message about your home-based business across to them. (Gold): Okay, we know who we are, and we know who we’re talking to. Is it time to talk, then, I mean to advertise? (Fuchs): Once you know these things, then yes, it’s time to think about advertising. You will, of course, want to have business cards, letterhead and envelopes for your home-based business. You may want to hire a graphic designer to develop a special logo just for your business and have it printed on all your business and marketing materials, from envelopes to television commercials, if you decide to run some to advertise your business. A logo is an excellent way to brand your business so that the minute people see it, they automatically think of you. If you don’t think this is true, consider Nike. Without the swoosh, Nike just wouldn’t be Nike. (Gold): Could we use a website in this, the computer age? (Fuchs): You will definitely want to have a website for your business, whether you’re doing business online or off. Even if you’re not marketing your product or service to the online community, a website gives your home-based business more substance and credibility. Web developers and writers can have your website up and running in a day, but it’s better to take some time and plan the look and feel you want your website to have before going live with it. (Gold): How else can we get the word out there without breaking the piggybank? (Fuchs): Some other ways to market your business offline that are quite inexpensive are flyers, circulars and posters. You can make these types of marketing materials on your own computer, then post them around town and leave them in places where there are likely to be people who want your product and/or service. Marketing materials like these are much more effective than you might think and are a great way to reach an untapped market for your home-based business. However, if you’re leaving flyers in a business or office, be sure to get permission first. You don’t want them to just get chucked in the trash! (Gold): Why don’t we go ahead and spend some money as long as we’re at it? (Fuchs): Other marketing materials that tend to be a bit more costly are brochures, radio commercials, billboards and television commercials. But they might not be as expensive as you think, especially if you’re focused on a particular small area. For brochures and billboards, you will want to hire a good graphic artist to create them, and you’ll also need to buy media placement for the billboards. For commercials for your home-based business, both radio and television, you’ll need a copywriter to write a script unless you plan on writing it yourself. You’ll also need a producer to record or shoot your commercial. You’ll also have to buy the media placement for it. Many small local advertising agencies in your area can do all of this for you at a moderate charge. Some agencies that are just starting out themselves may be willing to give you a discount to help advertise their own service. Just make sure their agency has a reputation for quality-like the one you’re developing for your own business! (Gold): What did it take to build your reputation for quality, Charles? What was the greatest contributor to your success online? (Fuchs): The greatest contributor to my amazing success online would be my dedication. I believe that without dedication, one cannot make a huge amount of cash compared to making very little. (Gold): Was there a tool or product that was important for you? (Fuchs): Corey Rudl’s Insider Secrets course is great. (http://www.InsiderMarketingSecretsCourse.com) ______________________________ Quick Summary: Charles raises some provocative issues: good things to think about whether we’re gearing up for independence or we’ve been out there for years. It takes a certain psychological and emotional conditioning and toughness to be on one’s own. It’s hard to think through the twisting-in-the-wind blues when you’re still drawing a paycheck, but it has to be done and the sooner the better. It’s also good to remember, if we have been alone in business for some time, that we are by no means the only one getting those anxiety attacks. And he is so very right to bring up the balance issue. When you left the office at the end of the day, it was easier to leave it behind you mentally because you had left it behind physically. But we don’t have that luxury when there is no office to leave or when the office is the spare bedroom. So you have to leave it in your mind, and that’s not easy: it’s not easy at the end of a tough day, and it’s maybe even harder at the end of a great day. It might help to remember why one is doing it all. I don’t mean the USP of the business, but the USP of your life. Most of us, push come to shove, work to live rather than live to work. You can visit Charles’ site by clicking on the image below: Brian Terry www.ebookwow.com Brian Terry is a wizard of web design. His sites are businesslike yet warm, and always easy to navigate no matter how many choices there may be. His ebook designs, both covers and typography, make them leap off the cyber-shelves. He shares with us some thoughts about the basics of web design, but the basics coming from a master always have a new freshness and a new importance. (Matthew): Business considerations-sales, profits-have probably never been as closely allied with artistic considerations as they are on the Internet. How does design make money, Brian? (Brian): You have to show people that you mean business. Literally, show them. (Matthew): Do you mean the graphics? (Brian): They say you can’t judge a book by its cover. I’ve got some news for you-people do. In fact it’s been proven that a well designed ebook cover can increase your sales by 200% and more. (Matthew): You’d think it would be a factor, of course, but 200%, wow, that’s surprising. (Brian): Not really, when you remember that people make their buying decisions based on emotion. Then they justify the emotions and the purchase by means of the features. (Matthew): Give us an example. Of the relationship between the impulse and the features, I mean. (Brian): An example of this was when a friend of mine bought a Porsche, I asked him why and he said he liked the leather seats. Of course the real reason was the way driving the car made him feel. But the leather seats, well, that’s something he can defend and justify. I know a Porsche isn’t quite an ebook but I’m sure you get the idea. (Matthew): How do the graphics play this role, Brian? (Brian): When you buy a book at your local bookshop what’s the first thing that catches your eye? The cover, of course. It’s all in the presentation With me it’s the design, the way it looks, what it’s saying to me without reading the words. Only then do I absorb the words and take in the meaning, finally picking it off the shelf if everything it says matches what I’m looking for. (Matthew): Isn’t a home page much the same thing? Like a book jacket among a sea of them in a bookstore, so the front of a site is out there among thousands on the Internet. (Brian): Yes, the same is true online when looking at a website. I’m sure the same is true with you, am I right? The first impression is the lasting impression, and one that can be hard to change. If your web sites and your graphics look amateurish at first glance, that says a lot about you and what you’re selling. (Matthew): What are some important elements? (Brian): Most everyone could make their site more color compatible. Recently I was talking to a friend of mine and found that he was slightly color blind much to my amazement. What I didn’t realize were the different degrees of color blindness people can have. I had always assumed it was a visual confusion between red/green and blue/yellow. Actually it’s much, much more than this… (Matthew): I can see where this could have far-reaching implications for web design. Fill us in, Brian. (Brian): To help understand this vastly underestimated problem, I’ve done some more research into the very important aspect of designing header panels and ebook covers for the web. (Matthew): What are the crucial considerations? (Brian): There are so many things to consider when creating your ebook cover design and header panels. It’s hard to follow it all, but the most important question is how people see the colors you’ve used in your designs. Every visitor who arrives at your website will see the colors you’ve used in a different way. There’s no such thing as “standard” color perception. There are too many factors involved that actually can change the way color is seen. (Matthew): Take us another step into it, Brian, with a few examples, if you could… (Brian): For instance, the lighting in the room where someone is viewing your website on their monitor. If the room lighting is very warm, it will add more yellow to the colors you’ve used. Computer screen color settings-each monitor is slightly different in the way it displays colors, even if it’s only a slight variation! (Matthew): Our “settings” vary, too, don’t they, the way people are hard-wired to see things in general and color in particular? (Brian): Definitely. Some people are more sensitive to blue than others are, in fact some people might even see a dark blue as black instead, or a pale blue-green as light gray. So be aware that the way people see the colors in your design is going to be different from one person to the next. (Matthew): What can a designer, and the entrepreneur who hires him, do to allow for all that? (Brian): Here’s a great technique you can use to help you see your site through the eyes of someone who might be color blind… The most important factor in what makes a design legible is strong contrast. To check this, you can convert your color design into gray scale and see how much contrast your design has. Doing this will also approximate the difficulties some people will have when discerning colors and shades. You can take the same technique even further. After converting your design to gray scale, convert it to pure black and white. Now there are no shades of gray in your header panel or ebook cover design. What this will highlight for you is critical elements in the usability of your site. (Matthew): Cool trick. Critical elements such as…? (Brian): For example, if the navigation text that you have in your header panel vanishes when everything is in black and white, you’ll need to look at adjusting the colors in your header design to give them greater contrast. (Matthew): Can we get back to color overall? (Brian): Sure. Look, when I visit your website tomorrow, the first thing I’ll notice is the feeling I get from the design of your site. The most important part of this will be the colors you’ve used and how you’ve used them. If you want to tell people you’re serious about what you do, and that you can be trusted, then blues work well. If you want to grab my attention and make me take action, then reds and oranges work well. You have to be very careful with your choice of colors, so it’s well worth doing some research to learn how people react to them. (Matthew): What else talks to people besides color? (Brian): After the color comes the images you’ve used. I find that using people’s faces works well. Making eye contact is a great technique for holding people’s attention. Just look at a majority of the magazines that use people on their covers. (Matthew): So people like to see people. (Brian): In cyberspace it’s very easy to put unnecessary barriers up, after all no one can actually see you presenting your website. A website must be greater than the sum of its parts. Especially if you’re selling something that doesn’t even have a physical form but only exists in a world of pixels, it’s even more important to get your visual presentation just right. (Matthew): When there’s no “product,” how do you make the product look attractive or desirable? (Brian): Without a shadow of a doubt, a well designed and “real looking” three- dimensional version of your ebook or software product is what you need. And boy, I have seen the good, the bad and the downright ugly! I guess there are “levels” to what people call “well designed,” but I’ve been around long enough to have seen plenty of plug-uglies out there passing for professionally designed three-dimensional covers. Some say having a 3D cover is better than having none at all. But I firmly believe that an amateurish cover will actually hurt your sales, purely because it creates the wrong first impression. (Matthew): So how do you get people to take you seriously, and how do you give them permission to hand over their hard-earned money? (Brian): Like just about every job online, there are two things you can do: get a professional, or do it yourself. (Matthew): Presumably, if you hire a pro, you’re not going to go too far wrong, at least you hope not. Let’s focus on the budget entrepreneur who decides to design it him or herself. (Brian): Then you can still look professional just by following a few simple design rules… Most important, keep your design simple. Don’t get carried away with fancy graphic effects. Next, keep your graphic elements down to no more than three. Don’t ask me why, but three elements per design always works well. In the same vein, use no more than two fonts. Sans serif fonts like Helvetica and Impact work well together as headlines and body text. Simple font designs are easier to read online, especially if your design has to be read at small sizes. (Matthew): Color comes back into play here, I would suppose? (Brian): Use complimentary colors to strike a balance between harmony and impact. Complimentary colors like blue and orange look good online. (Matthew): Are there rules for organizing the space? (Brian): Create an invisible underlying grid to design your page, keeping everything under control. The best grids are those that are made of three sections, each section using one third of the space. You can do this horizontally or vertically depending on what you’re creating. Contrast the use of your graphic elements, the bigger the contrast the better the flow of movement around the design. For example you could have one large picture, a group of large text for your heading and a group of smaller text as a subhead. (Matthew): So colors, shapes and fonts are all setting one another off nicely. The eye is captured, knows where to start and where to go from there. What should we keep in mind overall? (Brian): Above all, keep your design simple and clean. An “overcooked” design with too many things going on will make it harder to read and harder for your potential customer to understand and to know what to do. All these things, when used in the right way, will play a major part in improving your sales. The most important thing is to keep your design simple and not get carried away with fancy graphic effects. Keep your graphic elements to no more than three. But don’t be too careful, either. Just go for it! It’s great to use a professional. I’d be crazy to argue against that. At the end of the day, though, if you’ve got the time to learn the graphics programs, as well as the time to experiment, then I say go for it! And when you’re done, send me your design and I’ll tell you what I think. (Matthew): Thanks Brian. Any last success advice for our readers? (Brian): All I can say is it comes down to 2 things: 1. Quality of the product or service. Whilst I’m not the cheapest website or web graphics designer there is I always strive to produce work of the highest possible quality. This is what I believe has helped me the most. 2. Word of mouth. Only by providing a strong product that over delivers wherever possible will people begin telling others. This has a great snowball effect that builds a huge momentum over time. ______________________________ Quick Summary: Now there’s an offer no one can refuse... So, keep it simple, clean, high contrast-contrast both of colors and of shapes. And to double-check the contrast, convert to the gray scale, and then the acid test-convert to pure black and white. Compatibility and contrast, both at once. I for one think we worry too much about compatibility and not enough about contrast. And I think that goes for verbal communication as well as graphics. There’s as much “beige” language out there as there is “beige” design. You can visit Brian’s site by clicking on the image below: Abe Cherian http://www.weeklytips.com/ www.multiplestreammktg.com Abe Cherian is the owner of Multiple Stream Media, a company that helps online businesses find new prospects and clients, who are anxious to grow their business fast, and without spending a fortune in advertising and automation. Abe also publishes weeklytips.com newsletter, where you will find hundreds of Internet business building tips. Let’s see if we can pull a few extra tips from him today… (Gold): Abe, how can a new netpreneur make his or her advertising money really count? (Cherian): Traditional advertising methods are still being used for almost 90% of businesses today. The number one problem with this is that all everyone looks alike. No matter how expensive, does your advertising look and sound like a lot of other advertising? If you take a look at your business card design, your flyer design, your brochures, letterheads, web page design and any other methods you are doing, you'll probably find some very familiar pattern to looking like your competition. Just because 'everyone else' believes that the traditional method of image advertising is the way to get business does not mean that it is the only way...or the best way. Thousands of people go out of business, or miss a lot of business, because of 'traditional' thinking. Don't fall into the trap of being an advertising look-alike. (Gold): Is that always so bad? What if everybody else is doing business and you’re doing your share along with them? (Cherian): It doesn’t work that way. If you follow everybody else, you'll likely end up being like 90% of the people in business: on your way out or, at best, making a medium income. (Gold): How should advertising really work then? (Cherian): There are two things your marketing should do for your business. One, it gets the response that you want-it gets people to respond to you. Two, it lets you provide good products or services to your customers that you do get, so that you are making an above average income and so you get enjoyment out of your ongoing successful business-a business that started and runs with marketing that appeals to what people really do want, instead of what you think they should want. (Gold): So how does a site owner go about building that? (Cherian): In order for you and your business to become a success, being different is something you're going to have to accept. Sometimes being different means that other business people will not like you, or will think you are not appealing or think other things about you that you don't want them to think. But again, the reality of this is, who are you trying to impress? Are you trying to impress your peers, or are you trying to get and help customers who need your product or service? Think about this hard, because if you are really scared about being different, this might not be the system for you. But then again, being different doesn't mean being sleazy, obnoxious, unethical or illegal. It just means different. (Gold): Sometimes breaking the mold can look underhanded, can’t it? (Cherian): Sometimes very traditional people, especially in industries that are tired and steeped in tradition, think being different means being unethical or illegal. That's far from the truth. We all know that being different simply means different. And hopefully, you'll see this as a part of becoming a success, or more successful, as time moves on with your business operations. (Gold): What’s the key, then, to breaking that mold and doing promotion that really breaks through? (Cherian): The reality is that you have no image, and no one thinks about you, until they have a reason to. Being worried about what others think is a waste of energy and time. Spend your time worrying about what your prospects who are interested in what you have to offer think. They're the ones who are going to buy from you and they're the only people you should be concerned with. If your peers or others don't like what you're doing, that's their problem, not yours. (Gold): That does take some mental courage, doesn’t it, and maybe some social courage. (Cherian): This change of attitude is a challenge, but very necessary especially when focusing on what is important. The old type of thinking is just rationalizing; the only thing that matters is what your prospects think is important. It doesn't matter what I think, or what your competition thinks. As long as your prospects and customers are happy, then you should be happy! (Gold): Abe, let’s talk about to make promotion work hard. Once the mindset is there, how do we put it to work? (Cherian): To maximize the selling power of your web site, you need more than just a professional web site and great products-you must implement strategies that produce more dollar revenue per customer. Here are some ways to do that… First, upsell at point of sale: the easiest time to sell more is at the point of sale, when your customer has already decided to purchase your main product. This is when your customer is in a purchase mode. The customer has already opened his wallet and is ready to pay you. (Gold): What is the best way to appeal to him or her in that frame of mind? (Cherian): You can ethically capitalize on this by offering your customer more products that will compliment the product that he/she is about to purchase. Make sure that you offer the special product for a cheaper price than what it normally sells for. Up-selling is the easiest way to increase your profits. You’ll see that 25% to 40% of your customers will take advantage of your special offer. (Gold): How else can an owner maximize a given sale? For instance, should the shiniest goods go near the door, or near the back? (Cherian): Always present higher packages before less expensive packages. If you are selling multiple products or services, present the higher-priced package before your less expensive package. It’s a proven fact that if you present your higher packages before the less expensive packages, more customers will go for your higher package. (Gold): What about building in some live sales chat? (Cherian): Yes, that’s good. Add an interactive communication platform. Initiating interaction with visitors and customers and supplying helpful information before they leave your site you can dramatically reduce shopping cart abandonment and increase average order size. (Gold): Can you recommend a good sales tool in that area? (Cherian): Sure. www.liveperson.com chat service is a good service where your visitors can chat with you if they have questions. (Gold): What do you think works better, Abe-straight through the front door or around the side by a lead page? (Cherian): I say use a lead-capture landing page but definitely test it. Most people just send visitors to their main splash page, which is probably not the most effective way to market if you want more conversion. A better way to get more out of your visitors would be to use a lead-capture landing page instead of your splash page. A lead-capture page is a single web page that highlights the main benefits of your product without giving any more information other than creating interest in your product. It then prompts your visitors to type in their contact information to proceed further. Your visitors are then redirected to your main web site. (Gold): So you build prospects and the mailing list at the same time. You can now follow-up with qualified prospects and convert more visitors into paying customers. Using a lead-capture page has proven to increase conversion rates by up to 35%. You can create a lead-capture page or use a third-party service to create and manage all your leads. One major advantage of third-party services like www.imediatools.com is that you can manage and follow-up with your prospects automatically. (Gold): How about one more tip, Abe? (Cherian): Add a comparison chart. You will close more sales quickly by showing your visitors how your product stands out from your competitors’. There’s a few ideas, useful ones I think. (Gold): Very much so, Abe. Let’s narrow the focus a little now, and talk about your own amazing success. What’s been the greatest contributor to that? (Cherian): Amazing success? I wouldn't call my achievement amazing, but a modest one. Greatest contributor? This would seem a bit corny and overused, but I really can only think of three things… One, a "burning desire" to be financially free and to help my clients in every which way I can. Two, my love for creative excellence and admiration for creative minds. Three, most important, my family who believed in me while I researched for eight months, with zero earnings. And when you get right down to it, I really had NO other choice but to make it work. (Gold): Can you leave us with another tool or site that has been a big help to you in building your business? (Cherian): http://ultimate-online-swipe-file.com. Best-priced “ad agency” there is. Quick Summary: It doesn’t have to cost an arm and a leg, or 5% of your gross, to generate traffic, or to make the most of that traffic when it arrives. One important point that Abe drove home is to upsell whenever you can. But make the deal item something that goes with the original purchase. If the purchase is a Vivaldi disc, you probably won’t get a whole lot of extra business from a Stones release. And make the deal really a deal-if the premium costs as much in the package as it does on the shelf by itself, you’ve hurt yourself rather than helped. (And don’t think they won’t check!) And just like the master salesperson who knows when to ask, “Finding everything you need?” the right live chat element can be a big help. If it’s overwhelming, then the visitor won’t have fun browsing around, but if it points in with extra help-in other words, if it comes across as real help and not just hype-it can expand a given sale, or even save it if the shopper was thinking about leaving the cart. Net net, a little extra can bring in a lot, but a lot extra is just too much. You can visit Abe’s site by clicking on the image below: Rosalind Gardner http://netprofitstoday.com In late 1997, Rosalind Gardner was an air traffic controller in Canada and didn’t have (as she says) "even one itty bitty little shred of business experience" that might have helped her escape her grueling shift schedules and equally grueling winters. “Webmasters Make Money,” read the banner ad. Rosalind clicked on it and she has never looked back. By the end of 1998 her new site was netting 5K a month, and in 2002 Rosalind earned 400K in commissions. In 2005, she’ll earn MUCH more than that selling everything from dating services... to watches... to webmaster tools! Now she helps others do the same, as a leading authority on the topic of affiliate marketing. Rosalind is the author of “The Super Affiliate Handbook: How I Made $436,797 in One Year Selling Other People’s Stuff Online." She is co-author of “The Affiliate Business Blueprint”, and she writes the new ‘Affiliate’s Corner’ column for "Revenue Magazine-The Performance Marketing Standard.” As a speaker, author and consultant, Rosalind teaches her students how to create online businesses without having products of their own. She also teaches merchants how to use affiliate marketing to promote their products online. With her help, many of her clients are now earning their own hefty six figure incomes. Rosalind lives in the beautiful Okanagan Valley of British Columbia, Canada, where, no doubt, she is both proud and grateful when she hears a jet pass far overhead. (Gold): Rosalind, what is the biggest single reason for your success online? (Gardner): Trusting my gut. That is the primary reason my Internet and affiliate marketing business is so successful. On starting out in 1998, I had no previous business experience, no formal business education, and no mentors whose Internet marketing advice I could seek. So I've typically made decisions based on what 'felt right', and that meant that I had to try to see things from my customers' perspective. Other factors that I believe are absolutely essential to achieving success in any endeavor are... One--giving up is not an option. Two--'doubt' is a dirty word. And three--ignore the nay-sayers. (Gold): Rosalind, you've had a classic success story on the Internet. Now you're helping others to follow. Some of our readers may well be among those struggling to get started. What can you offer them? (Gardner): There are a lot of hardworking, honestly ambitious people out there who are broke, desperate and coming to the end of their tether. I can quote some of the correspondence I've received just off the top of my head..."...I am a parent, divorced and am struggling to make ends meet. I cannot quit my job... I am a mom of six children and I have tried and spent thousands of dollars on trying to make money... as a two-year veteran on the Internet I don't know if I can take another hit. I feel like I've been 10 rounds with Mike Tyson and I'm really thinking about staying on the canvas. Thousands of dollars later and I'm still on the starting line!" (Gold): Where do they go from there? (Gardner): The first thing is pinch yourself. (Gold): But I thought people pinch themselves when things are great to make sure they're not dreaming. (Gardner): It works at the other end, too. You pinch yourself, good and hard. It hurts. Conclusion? You are among the living. Where there's life, there's hope. The next thing is, take a long, deep breath. Make that 10 deep breaths. Seriously. Close your eyes, breathe deeply and feel your body relax. (Gold): I'm relaxed, really. (Gardner): OK, here are some suggestions... First of all, focusing on losses won't help you win. Let go of the past. What's done is done. Unless you can recoup some of your money, just learn the lesson, chalk it up to experience and move on. Never mind that that's easy to say. Never mind that people have been telling you something like that ever since you were five and skinned your knee. This is serious, we're all grownups and you need some money. This is the truth-the past is gone anyway, SO LET IT GO. (Gold): Okay, I've really made that connection, and the past is slipping away. What now? (Gardner): Next, work on building a mental image of yourself as an extraordinarily happy and successful Internet entrepreneur. Trust me, this works. I failed my first attempt at air traffic control training. I felt defeated, depressed and stupid. When given a second training opportunity, I was reluctant to try, fearful of failing again. Then the little voice inside my head told me how much I really WANTED that job. I also wanted to prove that those who cast me aside the first time were wrong, that I COULD do that job. But could I really? It was time for some honest self-evaluation. What stumbling blocks had I put in my path? Was it lack of knowledge? Lack of effort? Not at all. I didn't honestly BELIEVE I could do it, AND I was intensely AFRAID of failing. Yikes! What a great recipe for failure that was. I got exactly what I focused on most. However, believing you can be successful at something when you've failed before is a bit of a trick. But it CAN be done. I adopted a 'B.S. baffles brains' or 'Fake it 'til you make it' approach. Every step of the way I asked myself what a REAL air traffic controller would do in that situation, and then did that. Even when I wasn't completely confident, I forced my voice to at least sound confident. I acted the part until it became my reality. (Gold): That's very powerful, and it sounds entirely practical as well. Can you turn it to the Internet? (Gardner): Exactly the same principle. How did REAL netpreneurs approach their business and become successful? For one thing, it's impossible to think clearly while worried about how to pay this month's rent. So the big winners obviously did not spend their last dime on an apparent business opportunity. In fact, if you're currently in serious debt, then consider talking to a financial planner to help rework your finances. Leo Quinn's 'Own Your Own Pay Check Again' is a terrific resource for those who are serious about debt relief. He prescribes uncommon methods that I know from first-hand experience really work. His book is a bit pricey, but it's a far better investment than buying an information manual that instructs you to go out and spend even more to build your business, when you don't have it to spend. Why not learn some techniques on how to pay off your debt quicker and keep a little more in your pocket? (Gold): Great advice. Let's say the situation is tight, but not quite that tight. (Gardner): If you can afford to pay the bills but not much else, focus your energy on saving and earning the amount you'll need to build your business without worry. Invest small amounts on things that will bring real returns in the short term. For example, scour your basement and your friends' basements for things to sell on eBay. The insertion fee for items listed at less than a buck is 25 cents US. If the item sells for under 25 bucks, you'll pay a 5.25% 'final value fee' to eBay. Do that enough times and pretty soon you'll have five hundred or a thousand bucks to invest in your business... but only if you SAVE what you make. (Gold): Great again. Now let's say that, relatively speaking, money is no object. What then? (Gardner): Even if you have wads of cash, be realistic and informed about how you spend your money. I've talked to far too many folks who invest in expensive coaching programs, believing that somehow their business will magically appear once they've completed the course. In reality, whether you buy a $27 Internet business coaching program, or a $5,000 one, in most cases you're buying information on how to build a business, not a service that will do the work for you. If that's what you want, then you may want to consider buying an existing business. (Gold): Is that a smart option, for someone with a good bit of cash? (Gardner); It may actually be pretty hard to find someone who has invested the time, effort and money to build a profitable online business, who is willing to sell. Basically, at that stage, the business should generate revenue automatically without a whole lot of input from the creator... so they'd be a little daft to sell, don't you think? Do your due diligence. Read the fine print, ask questions and understand exactly what you're getting. (Gold): Let's go back to the coaching programs. How can you be sure to get a good one? (Gardner): With regard to those coaching programs, get a written contract, and search the forums for at least five people who have taken the program and were really happy with it. In other words, make sure people aren't just saying good things because they're trying to sell you the program through their link. And if you choose to go the information manual route, follow absolutely ALL the instructions, or you will fail otherwise. For everyone who ever told me "I bought this, that or the other book (or DVD, course, program, coaching package) and it didn't work", it was easy to prove that it wasn't the book that didn't work-it was THEY that didn't work. (Gold): And where would they go wrong? (Gardner): Usually something pretty obvious. We can't expect to be successful with ugly websites, little or poor content, not building a list or not building a relationship with our visitors and subscribers. The truth of the matter is that there are no shortcuts. Each and every step is essential, and every successful netpreneur has paid his or her dues to get to where they are today. They did their homework, made mistakes, and learned the lessons, always believing in their ability to succeed. Starting an internet business is still easier, faster and less expensive (by far) than starting an offline business. If you want to do it bad enough, you WILL find a way to make it work. (Gold): Thanks, Rosalind. One last question, has there been a tool or a product that made a big difference for you? (Gardner): I highly recommend Corey Rud’s Insider Secrets course. (http://www.InsiderMarketingSecretsCourse.com) (Gold): Thanks again, Rosalind. ______________________________ Quick Summary: Well, let’s all pinch ourselves…Hey, what do you know? We are still alive! So let’s look alive-ask ourselves, what would a real tycoon do in this situation? Act the part, and you probably won’t go wrong. And when somebody does give you good advice (whether you paid for it or not), follow all of it. Don’t just think, Oh, yeah, I get it” and then do what you want. But at the start and end of the day, always remember to trust your gut. And if your gut tells you to get the real lowdown on affiliate marketing, subscribe to Rosalind Gardner’s newsletter at http://netprofitstoday.com. You can visit Rosalind’s site by clicking on the image below: Teresa King http://www.tipsfortop.com www.internetmoneyrevealed.com Rather than introduce Teresa King in the usual way, I think I’ll let her tell her own story, so we can all get the full affect. (Gold): Teresa, tell us, if you will, how you came to be an Internet entrepreneur. (King): I have had many jobs in my life. But, none that I managed to make into a career. Until now, that is. I tossed from working ever since I was 15 years old as a guide in a small town museum, to working with the Red Cross, to working in an Army Recruiting Station, a waitress, a janitor, and even a house painter. (Gold): And nothing really struck a chord? (King): Well, I discovered ballroom dancing, and I thought that was it. I taught that for four years. During that time, I got engaged. From there, I became a receptionist for a Real Estate company. (Gold): What? And gave up show business? (King): Haha. Actually, you may really laugh, but the decent money in Ballroom dancing was in sales, and I did not like selling things! Which has always caught me by surprise. I've landed into sales almost in every direction I turned. It really was after I realized that selling is really sharing, and with my great gift to gab, I finally accepted my niche. So I went from receptionist to escrow secretary, and then turned that into having my real estate license. (Gold): This all sounds pretty promising. (King): Yeah, but then I got married, and we managed an apartment building and a small motel, and we then started a family, and bought a house. I cleaned houses so that I could take my son with me, then for a year was a full time mom. Then circumstances had me back at full time work again. After several years, I had three sons, and then came an unhappy divorce. My last job was with a grumpy real estate appraiser. The computer opened up a brand new world for me. (Gold): Wow, it sounds like it did. So now comes the silver lining…? (King): You bet. I've been working online now for almost 7 years. I found the Internet when I was 44 years old and I have never looked back. I so much enjoy what I do. (Gold): And the family? (King): My three sons are all grown now. My oldest son has his own successful business online, my middle son is in management, and my youngest is freshly graduated from college. I have three grandsons and one granddaughter, and I have time to visit them now. (Gold): Looking back on it now, Teresa, what would you say was the biggest factor in your Internet success? (King): I’m happy to answer that question! The factors that have helped me excel in Internet marketing are many, but the first and main one is: I believed that I could do it! In order to succeed in anything in life, it takes believing in yourself. It's a point where you will NEVER settle for less, and you will do whatever it takes within ethical and legal bounds to reach your chosen goal. My goal was to work from home and be my own boss. (Gold): What might be another contributor? (King): The second factor, and this is a must, is tenacity. Without a desire that is so strong that it keeps you going no matter what the pitfalls are, it's too easy to slip back into your comfort zone. By comfort zone, I mean what you are doing and have been doing is comfortable. Maybe you have job security, or maybe you have learned to live on a very low budget. You can easily slide back into watching every sports channel, or whatever used to happen all day instead of doing it. And soon, your goals that you were excited about have slowly disappeared, until you end up just as you were. (Gold): How do you avoid that? (King): You have to be realistic. It is essential to have a positive attitude, but to expect to learn all that you need to learn in a few weeks to make zillions is totally setting yourself up for failure. So, you learn to take either baby steps, big steps, or giant steps…but the key is, again, desire so strong that you will discipline yourself to put in whatever size steps it takes. And, you must find a mentor. Learn from those that go before you, and don't try to reinvent the wheel. Listen, learn and apply. Knowledge is power, but applied knowledge is what really makes the difference. (Gold): What was your crucial practical move? (King): It was getting what I needed to manage my business. I started with hardly anything, but I learned skills; then I bargained those skills for either money or a product that I wanted to have. I also stopped along the way to help others. In fact, sometimes when I struggled to learn something, I'd start to teach it to someone else, and WOW… it just created the solution. If you are short on cash, then spend wisely, but do spend on your business. Don't be afraid to write a person who is selling a product and see if you can get a price break. You can even offer to give them something you have to give. You just never know what will work, and so you can try, and try until you succeed. (Gold): What’s the kind of thinking that supports all this? (King): In a word, "give." You must give to receive. It's the nature of the universe. If you can't give in money, give in time. Learn a skill on the Internet and patiently teach someone else the skills you've learned. The secret is you must give from the heart. Look, it’s so simple. Haven’t you ever been stopped and asked for directions? You give the directions and suddenly you just feel great. Giving gives you emotional building power. (Gold): And that carries over? (King): Yes, very much so. Things do come around. Hey, think about something like a current customer. Treat your customer, as you would like to be treated, unless you are a masochist. Think about it. With all the downloadable products nowadays, it easy to give you’re customer an unexpected gift. And, give yourself pep talks. Remember, you have many qualities. Find your strong points and utilize them toward your success, and learn more skills as you go along. You'll run into obstacles along the way. Embrace them as a new way to find out how not to do something. Put up pictures of your dream house, or your dream vacation on your mirrors. Snag a book of quotes and write down inspirational quotes and read some every morning. Keep a recorder handy for ideas that you can research. It takes work and learning to build an online business. I can guarantee that owning your own business is worth it. And, if you find your passion, as I have, you'll be jumping up each day with a smile on your face to meet your workday. Remember, Mark Twain said, "Make Your Vacation Your Vocation." (Gold): Let’s talk about that vocation, Teresa. What makes people buy? (King): Have you ever heard in marketing, it doesn't matter what you sell; it only matters how you package it? The first time I heard that, lights blinked, the earth moved and thunder came rolling out of the skies as an "idea bulb" switched on at the top of my head. It wasn't that I thought... Well, I see, I will package up some old stale bubble gum that was sitting in my dad's old boat and sell it as collectible gum on an auction site to unsuspecting future broken-toothed people. That is not what lit up. It wasn't to cheat or hurt someone by false packaging, but how to make an honest something sell, and sell it honestly. (Gold): Tell us your formula for doing just that. (King): People buy because they want something badly enough to reach for their credit card. They want it now. This is an instant gratification society, and you are going to package up whatever it is that you are going to market and create a mini site, advertise the mini site, and sell your product. Sounds simple, because it is simple. Create a mini site presenting your product. Make an easy order form. Know the emotional triggers that do make a person buy. Too many people write a website filled with features, such it has, four tires, and a windshield and a CD player and air conditioning. Hmmm, that's nice, huh? But, why not have your reader driving down the road, on a hot sweaty day, with the cooling of the air conditioner, listening to their favorite song, smelling the upholstery and a fat wallet because the gas mileage per gallon is awesome? So, you then can write a fantastic sales copy. Yes, give them the features, but make them feel, touch, taste those features so that they are tucked into benefits that just make a person want to have whatever it is you are selling, now (Gold): What makes good sales copy? (King): Here are the ingredients: The problem: what the customer lacks or needs, or what is wrong… The benefit: what is in the product that can solve the problem… The solution to the problem: what the prospect can do with the product that makes things right… Follow that up with a guarantee… Then keep the order form simple and fast and with a no risk guarantee. Now, once you have created the sales copy for your product on your mini site, your next step is advertising that mini site. You need to generate great ad copy. (Gold): And what makes great ad copy? How does it differ from the copy on the site itself? (King): Make it a faster version of the sales copy. Emphasize the benefit and motivation. The “elevator pitch” as they say. Once that is done, it is time to advertise. But where? (Gold): Where indeed? Tell us about that. (King): E-zines, of course. But how? There are many ways, and some combination of the following is probably best. The best single route is to write an article in the field of your product. Then submit your article to as many e-zine publishers who have a target market of what you are selling as you can. Then, make your resource box lead to your mini site. Another way to go is to start your own e-zine on what your future target market is going to be. Build your database of readers. When the list is ready, and your product is ready, pre-launch it with pride. You can also write a solo ad to your mini site and pay for your advertising space in a large e-zine that has a target market of what you are selling. Don't have money? Try cutting a commission deal with an e-zine owner, which is commonly called joint venture. (Gold): Other tips? (King): Another small piece of advice: don’t thumb your nose at the smaller-list e-zines. One person may have only 200 people, but that owner might know each of his readers. It could be a power punch when that owner recommends your product or uses your article, with a higher sell/hit ratio. (Gold): So sum it up for us, Teresa, the whole process. (King): I will probably waste my breath here as any marketer who will write to help people will not miss this golden opportunity to emphasis the absolute importance of building your list. Build your list! Then: When you are ready to make money, you will study what it takes to write a great sales copy, and enticing ad copy. Then you'll package it up with a bright colored ribbon and land it gracefully into your target market through e-zine marketing and/or Joint Venturing. You'll also learn to track and test your advertisements. (Gold): Was there a particular tool or site or person that has been instrumental in helping you get started or in psyching you up? (King): "How to Become a Global Internet Tycoon" by Allen Says really opened my eyes. It was one of the important steps between thinking about my own business and knowing I could do it and really committing. (Gold): Thanks, Teresa. That was fascinating and inspirational in equal measure. ______________________________ Quick Summary: The Internet is a new frontier. It’s where we can go to reinvent ourselves when life has sold us a little short. Just as, so long ago Horace Greeley said “Go west,” today the sage advice is “Get online.” It’s where we start over. It’s where we are whoever we say we are as long as we can back it up and deliver. Teresa King proves it again, and beautifully. She has all the courage and the tenacity to tame that new frontier. You can visit Teresa’s site by clicking on the image below: Ray L. Edwards www.webcopy-writing.com One of the Internet's very hottest writers, Ray L. Edwards is the author of "77 Ways To Skyrocket Your Website's Conversion" and "The No-Click Traffic Secret". Here he shares his thoughts on ways to pull traffic to your site and expand your business without expanding your promotional budget. It's not surprising that this conversion expert also has great insights on the short strokes of traffic building, because he comes to marketing from computer engineering and technical troubleshooting. So Ray's Internet knowledge has always been comprehensive. (Gold): Ray, what is the secret of your Internet success? (Edwards): The greatest “secret” to online success is that there are no secrets. Follow any other successful marketer and you’ll see that they work 18-hour days and many still do except those who are smart enough to outsource some of the repetitive tasks. My primary source of income is from copywriting work. This means studying successful sales letters used in the past, reading all the literature available on the subject and continually testing new strategies used to increase sales. Writing is tough work and overcoming a blank screen is still a challenge. But the success I achieve for my clients is more than rewarding. (Gold): But isn't there a "secret" in knowing where to invest all that hard work? (Edwards): Okay, good point. My copywriting success, then, comes from studying the client’s business until it becomes my own. Then I devise ways of best presenting that offer to prospects. This takes a lot of creativity and, yes, hard work. No shortcuts here. ‘Success’ only comes before ‘work’ in the dictionary. The greatest contribution to my success has been sheer hard work and applying myself to the knowledge acquired. There is a ton of information online that you can even get free of cost. So most people trying to make a living online suffer from a lack of ACTION not from a lack of information. (Gold): Besides writing hot, killer copy for your clients, what's the biggest help you give them? (Edwards): Besides writing the site itself, maybe helping them promote their sites. There's a lot of smart ways to do that. (Gold): Does it always have to cost an arm and a leg? (Edwards): No, it doesn't. Of course, there are savvy ways to investment-spend and get your site out there fast, but no it doesn't always have to be expensive. In fact, there are some very effective things you can actually do for free. (Gold): For free? Wow, let's talk about that. (Edwards): You need to let people know that you exist and doing this for free is both possible and effective. Let's look at some fresh ways of getting free or almost free website exposure... First -- write e-zine articles. One of the most effective ways of driving targeted traffic to your website is to write e-zine articles. I say "targeted" because, since they're reading your article, they are necessarily interested in your area. At the end of each article you can place a small 'undercover' ad for your service or product which readers can refer to. It's not an outright ad, see, because it takes the form of "more information" or "further details" on the same or similar subject that the article refers to. (Gold): So do we all have to become authors in order to promote our sites? (Edwards): Oh, no. Just about anyone with a growing business can put a good article together. Now this takes time, but even though you may think that you are not a good writer, it is still possible if you follow a simple template. A very common format is to simply list a number of tips -- pick a number, seven say. Seven tips for antique shopping... Seven tips for building model airplanes... Seven tips for raising happy cocker spaniels... whatever your area of knowledge is. Once you have your tips in hand you can give each a paragraph or two. Try it. Another way to pull free exposure is to do Joint Ventures. This works best if you own a product. You can just write to e-zine publishers and offer a joint venture where you give a higher than normal commission. Remember that you are getting practically free exposure and you can offer back-end products to the new customers you gain. This is a win-win situation and provides one of the most powerful means of marketing on the Internet. Instead of buying a list of customers, you go to those who already have the list of interested customers in your product. Be sure that you have proven sales copy and an ad that works. This should not be used to 'try out' your sales site. (Gold): How about another strategy that's totally free, where it doesn't even cost you product? (Edwards): Sure, seek out free e-zine ad placement. There are many e-zines that offer free ad space just for subscribing. You can search in the SE to find e-zines that offer such and just methodically submit your ad to each over a period of time. Advertising in e-zines is a very effective means of online marketing. If you get this free, why not take good advantage of it? Another free route is to offer testimonials. Have you used a product and were really impressed? Then you can offer a testimonial to the owner and be sure to include your name and website address. Not only will you increase your link-popularity because you now have your URL on another site, but you can get direct traffic from that link. Also, participate in message board forums. Most message boards will not allow you to post blown-out ads. But you are allowed a signature file, and that you can put to good use. Many search engines also index message boards, so again you can increase your link popularity. And don't just put your name up there-really get into the forum and post some comments that show your knowledge and help people. You will be surprised to see the amount of good traffic you can get from message boards, especially if your posts are helpful. (Gold): How about a newsletter? (Edwards): Definitely run your own newsletter. I know that it may seem that everyone has a newsletter these days, but this is a very powerful way of getting repeat visitors to your site. You are also able to build relationships with your visitors that can mean more income for you. Even if you are not a writer, or you think that your website does not warrant a newsletter, you can still send updates about your website or your business, or just forward articles written by others. (Gold): Got one more for us? (Edwards): Offer a unique service. There are many webmasters who have built considerable traffic for their website by simply offering a unique and often free service. This is the idea of postcard sites, free web hosting and free email services. Some sites may host form-processing script and even offer free autoresponders. This is the rare case of 'if you build it they will come'. These services normally come with the requirement that you add a banner to your site or their ad is sent out with each card or email sent. So there you have it. Use all these free website promotion strategies. You'll see your website traffic build over time. (Gold): Lastly, is there a product or service, or maybe a website that was especially helpful in getting you started or building your business? (Edwards): Oh, that's an easy one. Definitely check out Terry Dean's Internet Marketing Protégé Course. (http://www.BestMarketingCourse.com) (Gold): Thanks a lot, Ray. ______________________________ Quick Summary: So getting your site some exposure doesn't always have to be frightfully expensive. Investing time and effort, when they are well focused, can be just as effective as investing money. And that's no doubt only the beginning of what you can learn about Internet Marketing from Ray L. Edwards if you log on to www.webcopy-writing.com. You can visit Ray’s site by clicking on the image below: Angela Wu www.onlinebusinessbasics.com Angela was part of the corporate work force prior to starting her online career. She experimentally tried an Internet business, and in one year she was able to quit her job to focus full-time on the internet. Now, in addition to several businesses, she operates the Online Business Basics website which offers practical, down-to-earth information and instantly useable tips specifically for beginners operating on a shoestring budget. (Gold): Angela, is it possible to start an online business without a product, without even so much as a product idea? (Wu): Well, you need to know what market you want to target - but if you don’t have a product you can sign up for an affiliate program. With affiliate programs, you sell another company’s product or service in return for a commission. This may seem like a dream come true for a beginner but it’s not as simple as it seems. (Gold): Darn, that sounded pretty neat. What more is involved? (Wu): Affiliate programs are a great way to learn the basics of marketing online, but to be successful you need to learn how to market effectively. It's the rare person who makes a significant full-time income from affiliate programs, but many people find that they provide an excellent supplementary income stream. Not that a significant affiliate income is impossible - it’s certainly not - but the people who are that successful tend to be the exception rather than the rule. That’s the same as with any business: there will always be a few who stand out. (Gold): So if they’re not really the main chance, then that suggests that people should be careful about which ones they sign up for. (Wu): Yes. Many newbies to the ‘net are so eager to get started that they sign up with every affiliate program that looks good to them. They don’t know how to market effectively so they often end up losing hundreds or thousands of dollars without a single sale to show for their efforts. (Gold): Then how do you make them pay off, Angela? I mean, to the extent they can pay off. (Wu): First, make smart choices. To get started, choose only one or two high-quality programs that are a good fit with your website audience. For example, if you're running a crafts website, don't promote technical software - choose stuff like crafts books, materials, scrapbooking supplies, and other products that would appeal to your visitors. Make it a fit, keep the environment whole and consistent. (Gold): But lots of products or services can fit in with pretty much any enterprise. Why limit yourself to one or to affiliate programs? (Wu): One or two programs will give you plenty to work with when you’re first starting out. More than that and you may find yourself stretched too thin and having little success. Many people find it easier to start earning money with a couple of good programs first, then gradually add additional income streams later on. (Gold): One at a time also lets you judge clearly which ones are winners, doesn’t it? (Wu): You will probably find, over time, that your audience responds to a certain type of product and not to others. Test different products and services to see which ones your visitors like best. (Gold): Too many too fast is a problem; what are some other pitfalls? (Wu): Don't rely on sub affiliates. Sub affiliates are the people you recruit to join you in “two-tiered” affiliate programs - that is, you get paid additional commissions every time one of the sub affiliates you referred makes a sale. Don't become obsessed with recruiting sub affiliates. It’s tempting to think that your “crew” of sub affiliates will make you rich… but you can’t control what other people do or don’t do. You can control what you do. So concentrate on making your own sales, and if your sub affiliates make sales too, consider it a nice bonus. (Gold): What else does it take? (Wu): Like with any business, an affiliate business takes hard work, determination, and a willingness to learn. It does not consist of slapping up a few banners, blasting out a few ads, or, heaven forbid, spamming millions of people. You'll need the determination to keep you going through the tough periods. People tend to expect instant results on the Internet. Unless you're a marketing genius, or already have a targeted, high-traffic site, or you’ve already developed good business relationships, chances are you won't see immediate results. Everyone’s different - some people will see profits in a few weeks, others in a few months or even years. (Gold): I think I see what you mean about willingness to learn. With so many variables and so many unknowns, you have to keep learning. (Wu): It’s the only way… The day that you finally see the coveted 'You've made a sale!' notification is a wonderful experience. Now how and why did you make that sale? Don't be afraid to experiment with different marketing methods. If one thing doesn't work, try another. If something works, keep using it or even try to improve upon it. (Gold): Decisions like that, and running changes in the system-all that means that you have to have plenty of data. (Wu): To get the best results out of your marketing efforts, you should be tracking the response to your campaigns. This way you can determine which methods are bringing in profits and which ones should be replaced with something more effective. Don’t mistake “lots of traffic” to mean that your marketing is effective. Better to have 100 highly-interested visitors to your site, some of whom make a purchase, than to have ten thousand disinterested visitors who instantly leave your site. (Gold): I don’t mean to probe your wounds, Angela, but I sense that this wisdom is hard-won. Did you get knocked around a little on the Net before it started working out for you so well? (Wu): I very nearly did. Once upon a time-and I'm a bit embarrassed to admit it-I ignored common sense and fell for an opportunity that sounded good, but was in reality nothing more than a pack of lies. Fortunately, I quickly came to my senses and returned the package, unopened, for a full refund. (Gold): Those stories don’t always have happy endings, do they? (Wu): Nope. Business opportunities, or "biz ops", often prey on people who are desperate to start making money from home. The ridiculous claims of easy money can seem so real, so achievable-but let's face facts: there's no such thing as easy money when it comes to starting a business. (Gold): That siren song is awful hard to resist, though, isn’t it? (Wu): The lure of easy money is hard to resist for anyone. There is no shortage of biz ops, and no shortage of people who are willing to try them. That's a good thing in many ways, to be open to trying new things. But it can also be negative: you could end up in the situation where you jump from one biz op to another, in an endless quest for something easier, faster, or potentially more rewarding. I once spoke with a very bright guy who had been operating his own successful brick-and-mortar business for over 10 years. He wanted a change, and so he came onto the Internet looking for the perfect opportunity. Well, he found several that appeared to be perfect. None of them were-he found that out the hard way, after spending several thousands of dollars. Remember, this guy ran a very successful business in the “real world”! It just goes to show that no one is completely immune to endless get-rich-quick claims, regardless of how experienced or educated he is. (Gold): Is buying into a ready-made opportunity the best way to go, Angela? (Wu): There seems to be some sort of belief-especially with people who are new to the Internet-that joining a business opportunity is the only way to make money online. It's no wonder, then, that so many biz ops have sprung up to fill the demand. But you can also create a product or service of your own instead of relying on someone else’s. Starting a business online is financially very affordable when you compare it to the traditional 'brick-and-mortar' business. Many people are willing to shell out several hundreds or thousands of dollars for a 'biz op', but are equally unwilling to spend the same money creating and building a business of their own making. A business idea you envision, create, and bring to fruition can be far more rewarding than a packaged biz-op. (Gold): Either way is viable, then, right? A package deal or your own gig? (Wu): Well, 'biz ops', no matter how wonderful they may seem, aren't a magic bullet. A business is a business, and they all require time, commitment, hard work, and plenty of determination. Biz ops are no different: in amongst the scams there are legitimate opportunities-but there's no such thing as a "perfect" opportunity that's going to be right for everyone. The same goes for a product or service you create. The business won’t necessarily be any harder, nor any easier, than a packaged biz op. But some people find they’re more determined to make it work, or more willing to put in the time & effort, since they’ve invested so much of their time & effort into creating a product they can be proud of. (Gold): How did you get there, Angela? What would you say has been the biggest factor in your success? (Wu): I don't think I can single anything out. A lot of factors come into play, including a willingness to take calculated risks; building and nurturing business relationships; taking action on the things I've learned; and just plain old hard work. (Gold): Is there a tool or a site or a product that you can recommend as having been especially helpful to you and your business? (Wu): http://www.onlinebusinessbasics.com/listhost.html. It’s a great automation tool for getting the mail out and for managing lists. ______________________________ Quick Summary: There’s a lot of great advice out there on the Net. Indeed, there’s a great deal of powerful advice right here in this book. But there is a lot of crap out there as well. As Angela points out, it’s hard to tell the one from the other even when you are savvy and successful. It’s all the more difficult, then, for the newbie, unused to the pitches and the over-promises, and badly needing to make a connection. The best advice seems to be: never stop learning. Everyone on the Internet is still learning, even the seasoned veterans. And when you don’t have direct experience to bring to bear to evaluate an offer, the best measure is common sense. You can visit Angela’s site by clicking on the image below: Gary Lockwood www.bizsuccess.com Gary has over thirty years of experience in the business world, including sales and marketing, technology, management consulting, business planning and corporate training. He has held senior executive positions in several companies and has started several successful companies of his own. Gary is an experienced business coach, facilitator and speaker. He specializes in helping business professionals achieve breakthroughs in their business. He is an author with dozens of informative articles and reports published. Gary is the author of the BizSuccess Strategy Book in addition to dozens of informative articles, special reports and workbooks. He is in demand as a speaker and is a strategic business coach for many successful entrepreneurs. For the last fifteen years, he has not only run his own company, but also coached CEOs, business owners, entrepreneurs and professionals on how to grow their business, make more money and have more fun. Prior to his current enterprise, Gary was the owner of a successful training and consulting company, a franchisee of both the Atheneum Learning Corp. and also of Priority Management, Inc. Gary specialized in helping organizations improve their competitive performance. He won sales awards from the franchiser every year. As primary facilitator, he conducted over 300 workshops for approximately 4000 participants and presented over 200 speeches. Energy, enthusiasm and practical ideas describe this experienced professional. (Gold): Gary, you’re known for being very action-oriented. How can you get us off our backsides? (Lockwood): Remember when scientists used to seed the clouds to try to make it rain? They would fly over rain clouds and dump salt pellets to try to force the rain from the clouds. I guess they figured that they could just help Nature along a bit. In my years of helping business owners and professionals discover ways to grow their business, I've seen many who sat around waiting for rain. They would wait by the phone, hoping a prospective client would call or come to the business. Their attitude seemed to be a combination of passive hope and resignation. They hope someone will do business with them. They hope that others will initiate contact with them. They seem resigned to whatever business floated their way. Others, including some of the most successful, took positive action "to make it rain". These are the ones who made calls, ran ads, got out of the office to make their own contacts. Through their activity, these business professionals created opportunities for new business. A few years ago, my own business went through a slow period. As the business slowed down, revenues decreased and demands on my time decreased, too. For a while, I enjoyed the slower pace. Then I figured out that we were on a path to financial disaster. I realized that something had to change drastically. (Gold): Is that when you became a rainmaker? (Lockwood): Verna, my wife and business partner, finally said, "Get on the phone and stir up the cosmic dust"! So, I took her advice and started making calls. I called everyone I knew. I called past clients, old prospects, people from my old phone lists. I even called people I knew in a previous company. Also, I got out of the office and attended business mixers, seminars and other events where business professionals (my target market) tended to show up. Sure enough, after I started all the activity, we began to notice that the phone was ringing constantly. We were getting calls from prospective clients wanting to know more about our services. Even more interesting, many of the incoming calls were from people we did not contact. It seemed like the very act of outbound activity was causing inbound business. (Gold): “Stirring up the cosmic dust,” eh? (Lockwood): Time and again over the years, I've seen this phenomenon. Positive action, directed outward, seems to stir up the cosmic dust. It doesn't work if the actions are directed inward. No matter how many times you count the inventory, rearrange the furniture or have internal meetings, these inward-focused actions won't cause clients to show up or prospects to call you. (Gold): So we all should-what? (Lockwood): So what does this mean for you? Consider a couple of things. First, brainstorm the types of outward-focused activities that are appropriate for your business. Would it be appropriate to make calls (to whom?), go visit (where?), run ads (what type, when?). Would it be reasonable to attend mixers, seminars, do some direct mailings, conduct a telephone survey, or canvass the neighborhood? Next, pull out your calendar and start blocking off some time for these tasks. Generally, this type of business-building activity is best done in blocks of time, so pencil in blocks of one to three hours for this. Clearly, most of these actions require preparation. To make sure you don't make a career of just the preparation, schedule the set-up tasks on your to-do list for specific days. That way, you're more likely to get them done. (Gold): And then… Get out there, huh? (Lockwood): Finally, just do it. You know in your heart that you enjoy the results of this business-building action, especially when the revenue starts to come in. The benefits to you and your enterprise are legion. More clients, more revenue, better client relationships and happier employees are just a few of the advantages you'll realize when you take action to make it rain. So, what are you waiting for? "Stir up the cosmic dust"! (Gold): There’s one way to get going. Where does the entrepreneur find the energy for that? (Lockwood): One of my clients is a brilliant commercial real estate broker and developer in Birmingham, Alabama. Len is very successful by any measure. During our meeting this week, Len was describing the way he can drive by a piece of property and instantly see, in his mind's eye, the possibilities for that land. He is able to imagine all the possible uses of the property and instantly select the one that would produce the highest and best value. The most amazing part of this is that Len can do this in a blink of an eye. And, for Len, it is effortless. He just knows. Other brokers and developers focus on the technical aspects of the property, the zoning, the topography, the financial details and so on. While these things are important (Len is good at these as well), the real magic that Len brings to the table is his innate ability to visualize the property being used in its most valuable form. (Gold): So the energy just flows? It’s a gift? (Lockwood): My sister, Lana, has an amazing musical ear. Lana can listen to a song on the radio one time, then sit down at her piano and play the song perfectly and beautifully. I just don't know how she can do that! And she has been able to do that since she was a child. It's magical. When I talk to Len about his ability and with Lana about her talent, they both told me the same thing. They said that it was easy. They just couldn't understand why other people can't do the same feat. For Lana and Len, and for you and me, the special ability (the magic) seems so easy, it feels "normal". Everyone has a natural aptitude in something. You, too, have a special "gift". You may be especially good at working with numbers, drawing pictures, teaching children, growing plants or caring for those less fortunate than you. Your special talent may involve music, athletic ability, empathy, writing, or working with your hands. Chances are, you don't even recognize your own aptitude. You might think that all of us can see and appreciate the subtleties of color the same as you. You may not get that some of us are not as graceful as you. You might believe that all people are able to effortlessly grow a beautiful garden. (Gold): Then we are all special. It’s a matter for each of us of finding out how we are special? (Lockwood): The truth is that we are all very different. You are able to do some things better than I can. And, I can do some things better than you. Remember in school, when you signed up for subjects in which you were already knowledgeable? How did this make you feel? "Great! This is going to be easy." What advice did you get from your counselors? Probably, they recommended you take classes where you were weakest. What a drag! While learning new subjects is a great idea, striving to develop weaknesses can work against you. Conventional wisdom says we should work on improving our weaknesses. This is a terrible waste of time, talent and opportunity. Imagine what would have happened if Chopin, Einstein, Chris Evert, or Pavarotti had followed that advice. All these people devoted their life to developing their natural strengths. As a result, they each were tops in their field. Highly successful entrepreneurs, as well as top scientists, artists, athletes and entertainers throughout history have achieved greatness by focusing on their areas of strength. How do you discover your natural talents? First, notice those things that you do that seem easy for you. These are the things that you can do that seem almost effortless. Often, the tasks that are easy for us are those where we have a special aptitude. Next, make note of those things you do where time just seems to fly by. When you are doing these activities, you may look up and realize that hours have passed without you even realizing it. This is a good clue to activities where you have natural talent. (Gold): Isn’t there a special joy associated with those activities as well? (Lockwood): Oh, yes. Consider all the activities that make you happy. These are things that make you smile. These are the tasks you would do just for yourself, with no promise of gain, just because they're fun, interesting and fulfilling. Look through the three lists to find the common activities. These are likely to be the areas of your natural aptitude and talent; your magic. These are the areas of greatest potential for you. Imagine if you could spend most of your time developing and playing at something that makes you happy, where time flies and where it's easy for you. Wow! (Gold): In the meantime, most of us are still trying to become “well rounded.” (Lockwood): Don't get caught up in the old advice to work on your weaknesses. Hire someone who is good where you are weak. Delegate tasks that you don't enjoy to others who do enjoy those things. Automate the repetitious tasks. Contract out the chores that you are not great at doing. No matter how hard you try, it is unlikely you will ever be more than average in areas where you do not have an aptitude. Always working on your weaknesses undermines your self-esteem since you will focus mostly on your deficiencies. (Gold): Whereas focusing on our strengths of course has the opposite, that is to say positive, psychological effect. (Lockwood): Right. Working to develop your natural talents is self-rewarding and motivating. Pursuing your talents allows you to continually realize higher and higher levels of ability, achievement and success. Invest your time and energy in being great at something. Really great. Discover your magical talent. You will be happier. And the recipients of your work, your customers, will reward you for your excellence. What a combination; doing what you love and people pay you for it! Experience the immense satisfaction that comes with being superb at something. Find the magic! (Gold): What has nurtured your magic, Gary? What’s the biggest factor in your online success? (Lockwood): When I was doing online business, the best influence on sales was my newsletter. Each issue had links to my site and a reason to visit. Articles I wrote and distributed to other newsletters each contained an offer of a desirable free report and a subscription to my newsletter. Each free report contained an offer of a subscription to my newsletter. The system worked well and was easy. (Gold): Was there a particular tool or site or mentor that made a substantial difference for you and your business? (Lockwood): www.Mail-List.com and http://www.successnet.org/index.htm ______________________________ Quick Summary: I will take the liberty of reversing Gary’s two principal points. First, find the magic. Given a little quiet, and a little thought, I think most of us know where the magic is. And I think we know (if we let ourselves know it) what the magic can do and where it can take us. Like Gary’s musical sister, we’ve seen it and known it since childhood. (Maybe our parents and the rest of the world acknowledged and celebrated it, too, or maybe we enjoyed it alone.) Acknowledge it now, all over again if need be, and set it free. Okay, but then the danger is this-the magic can be a secret today just as it may have been back then. That might have felt comfortable and empowering then, but today it is all wrong. Today we have to share the magic. We have to put it out there. Which brings us to Gary’s first point, getting out there. Armed with the magic, and armed with the confidence (and the courage!) that the magic inspires, it’s a lot easier to get out of the comfort zone, out of the habits, and into the real world where people are waiting for the magic (and waiting to buy it). Presto! You can visit Gary’s site by going to: www.bizsuccess.com Bryan Hall www.bryanhall.net www.successquestion.com Bryan Hall is a success coach, motivational expert and author. He has worked in the Internet marketing arena since late 1995, but he is not restricted to this field in his coaching practice. He has coached and consulted with hundreds of people toward achieving their goals. His articles and sites have been read and visited by millions of Internet marketers, seekers, personal development enthusiasts and more. A "master of the deal" in networking aspects, Bryan has achieved incredible feats, including exclusive arrangements and ventures with companies like the HyperBanner, JAnimation and SiteMatic Corporation (now GoBizGo). Bryan says, "It's all about motivating and guiding people to believe in themselves for a most fulfilling life-experience.’Peak Performance ... Peak LIFE!' I focus my energies on giving love, and using my intuitive gifts and learned expertise, to guide those I work with to achieve their goals and dreams." He now focuses on his coaching practice, with a deeply spiritual concentration, and runs his Bryan Hall's Success Network, offering free lifetime memberships to his "Peak Performance ... Peak LIFE!" forums. A highly intuitive person since as long as he can remember, Bryan uses this birthright talent through high-energy motivation and pure giving of his own heart to every moment of his work. He says himself, "My work is an expression of love ... otherwise, I refuse to do it." (Gold): Bryan, how has your spiritual work manifested itself in your success? (Hall): Having a deep, spiritual focus in my work, and helping others from that level, intuitively, to find their own greatness within themselves, and to motivate, inspire, and coach them to achieve the dreams they never before believed possible. Really, it's mostly about opening people up to believe in themselves on levels they never had before. Helping others to be great has been a major, driving aspect of my success online (and otherwise). (Gold): Give us a taste, if you would, of how you help people discover their greatness. (Hall): One thing to always remember: "Bad association spoils useful habits." In other words, surround yourself with positive-minded, caring, loving, and giving people, whether in your friendships, love relationships, or family. The more you surround yourself with the energies of love and of positive-thinking people, the more you enhance your own spirit, thoughts-energies-and the more you draw to your life what you are meant to be, do, and have. (Gold): One of your key concepts is to be “you-nique.” Tell us a little about that. (Hall): Focusing on your own spiritual growth is one of the most incredibly life-affecting things you can do in your life. If all you do is follow everyone else, you'll end up LIKE everyone else. Learn to trust in your self-your Divine, inner, intuitive guidance-always giving of yourself-your love, your time, your compassion-from that space deep within. (Gold): In other words, be "you-nique". (Hall): Right. By simply trying to do what everyone else is doing, following what everyone else is following, you become stagnant in your personal and spiritual growth. Put YOU into whatever you do, from business to personal relationships to... anything and everything! (Gold): How does one begin, Bryan? (Hall): Find peace and the life-force of love by taking the time to go within, listen to Divine guidance-your intuition-and act upon it. Follow your intuition as much as possible in your life. Learn to ask for what you want, and-more importantly- focus your time and energies on giving of yourself, from your heart, to anyone you can possibly touch in this lifetime. (Gold): So the answer is already there, inside, waiting for me to tap into it? (Hall): Yes. The "secrets" to a most successful life are already within you. All you have to do is extend your hand, and go within yourself as deeply as you can, and learn how to ask for what you want from the overflowing abundance of the Universe. Find clarity in what you truly desire-know precisely what you want, why you want it, and how it would FEEL to have it, be it, do it. (Gold): And then the other half is reaching out as strongly as you reach within? (Hall): No matter what is going on in your life at any given moment, when someone needs your love and positive energy, take the time-right now-to give it to them ... unconditionally. And do so without ever expecting anything from them in return. The Universe-your Higher Power-WILL return that loving and giving to you. At the same time, you set yourself apart from the crowd ... you show others how much you care. Who do you know that doesn't want or need that-right? (Gold): And you have to do it flat out, right? (Hall): Love with all your might, and give with all your strength to anyone you touch, to anyone along your path in life ... at any cost. As the Universe provides an endless, eternal abundance of prosperity, peace, love, and light in our lives, you can always be at peace and rest assured that what you give WILL be given back as you need it and exactly (only) when you need it. (Gold): What are some stumbling blocks, Bryan? (Hall): Eliminate the concepts and attention to emotions of fear, failure, and lack from your life by transforming yourself through spirit and shifting your perspectives. Realize, simply, that everything happens for a reason at the right time and for the right reasons ... and there is no need for fear. (Gold): So even mistakes come for a reason? (Hall): There is no need for "mistakes" when simply seeing the other side of the coin will show you the positive lessons in your experiences. Learn to turn that coin over to the other side and realize the lessons in whatever you experience. What you allow yourself to focus on, amplifies. What you act upon ripples out and affects far more people than you may ever imagine. What you think about creates your reality. And what you "send out", you receive back ... ten-fold ... the "good", and the "bad". (Gold): Is love what powers all this, the desire individually and the overall mechanism cosmically? (Hall): Everything in life involves, gets down to, affects, has to do with, and provides an opportunity to grow in LOVE. And, there are two very important aspects to consider about Love: One, the more you give, the more you get, and Two, everyone you know, everyone you don't know, every one of us on this path we know as "life" wants and needs that Love. It IS the life-force energy connecting us all as one. (Gold): Getting it and sharing it are one and the same? Like breathing in and breathing out? (Hall): Seek for the answers you need from that calm, quiet place deep within, and share those answers-that love and enrichment in your life-with those who want and accept it for their own benefits. Allow your life to flow with the life-force energy of Love, for Love is eternal and all-encompassing. Live, give, and love from the depths of your eternal soul. Be "you-nique"! (Gold): What are some practical steps one can take? (Hall): In order to actually LIVE these ideas, beliefs, and philosophies-and to succeed in your life by doing so-you MUST put the ball in motion. And you have to be willing to take that single, small, incredibly impactful step of allowing your life to flow as it's meant to ... in peace. In order to do that, you have to learn to uncover and awaken to who you truly-"YOU-niquely"-are. First, meditate or pray daily. It is vitally important, in my opinion, to take time on a daily basis, to align yourself spiritually, and to give thanks for the blessings you have in your life, as well as to be thankful for the blessings which lie ahead on your path. A perfect time to engage in "quiet time" is during your daily bathing. Although prayer or meditation-aligning with and "allowing in" that incredible energy and abundance from the Divine, with complete, relaxed focus-is something you can do almost any time, anywhere. (Gold): Can you help us get that particular ball rolling? (Hall): Try simple breathing exercises as you say a few thankful, love-filled words in prayer, devoting those breaths as the very breath of life itself, entering you, filling you, and flowing from you, as well, and you will find greater balance within yourself. (Gold): How does the momentum carry itself through during the day? (Hall): Pay attention to your thoughts, your body language, and the words you speak more often. Are you thinking something positive, or something negative? Does your body reflect compassion, love, positive mental attitude, and peacefulness ... or distress, depression, anger, FEAR, etc? (Gold): And when we start to keep watch, then does beneficial change happen naturally? (Hall): The more you pay conscious attention to what you're thinking, saying, and projecting to the world around you, the greater control you gain over those things, and the more you can affect them in positive ways. You can virtually transform your life by changing your thoughts, physiology, and the words you speak. What are you thinking? Is it loving and positive? Is it kind and compassionate? Is it serving a positive purpose for those around you? Think about it, change it, and watch your life transform. (Gold): Within this evolving consciousness, how do we ask for what we want? (Hall): Get absolutely clear about what it is you want to be, to do, and to have. Write it down. Write down what you DON'T want in your life, and write down what you DO want in your life. You might even keep a daily journal, recording your thoughts, desires, and dreams. And remember to write down how thankful you are for what you already have. (Gold): What if I can’t honestly say that I’m overwhelmed with gratitude right at the moment? (Hall): You're breathing, aren't you? Your heart is beating, isn't it? Most likely, you have far more than you realize in the "blessings" department. Be thankful for those blessings; they are gifts of pure Love from your Higher Power. (Gold): Given natural gratitude, then, and given a clear view of what is desired, where does it go from there? (Hall): As you find clarity about what you want to do, be, or have, pray or meditate upon it. Allow yourself to feel-REALLY FEEL-and experience having it, doing it, being it. Trust, with complete faith and confidence, that whatever it is, it's already yours ... bring it into your reality, with ZERO doubts or questions that it IS coming to you. Then, let it go. Don't worry about it. Just follow your intuition-that "still, small voice within"-and KNOW that what you want to be, do, or have will be brought to you ... as it will be, by the will of God ("Higher Power", "Universe", etc). (Gold): Knowledge of how to act can be sought in that same place and in the same way, yes? (Hall): Seek for the answers you need from that calm, quiet place deep within, and share those answers-that love and enrichment in your life-with those who want and accept it for their own benefits. Allow your life to flow with the life-force energy of Love, for Love is eternal and all-encompassing. Live, give, and love from the depths of your eternal soul. Be "you-nique"! (Gold): Thank you for all of that, Bryan. Has there been a special mentor, or a particular site or system that has been particularly important in your success? (Hall): It’s everything-can't pick just one. _______________________________ Quick Summary: That seems like a perfectly logical answer, since in Bryan’s universe, good things are coming back in from as many directions as he has sent them out. What I found especially inspiring about Bryan’s sharing, and especially encouraging, is the concept that when we reach within to find new energy and new love, it becomes natural and necessary to share it. It suggests that it is impossible to be “selfish” in the usual sense with the universe’s most precious gift. It is said that man has never managed to pollute light-he can, and does, ruin water, air, soil, food, but the light is still pure. In the same way, perhaps, love stays pure within us, and when we awaken it, we are overwhelmed by it and by its joy and so we inevitably give it away freely and happily. It follows, then, that if we could see everything we have as a manifestation of love, then we would naturally share whatever we have. That would be some world. You can visit Bryan’s site by clicking on the image below: Sen Ze www.SenZe.com www.SOLOBIS.com Sen Ze has published a number of books and manuals on e-commerce, notably his signature manual, "Sen Ze’s Mini-Encyclopedia Of Low-Cost, High-Profit Internet Business Models.” He now runs multiple Internet businesses of his own even as he travels regionally to present his Internet business and Internet marketing talks to large audiences. Both of his websites are loaded with unconventional and powerful ideas for marketing in general and publicity in particular. (Gold): Sen, what has made you such a force to be reckoned with online? (Sen Ze): This may sound like a paradox, but one of the greatest contributors to my online successes has been my off-line activities. (Gold): Tell us all about it! (Sen Ze): First, writing a best-selling book, a physical, real-world book. I wrote a book for distribution in bookstores nationwide in my country about two years ago. It's a small book, at about 135 pages, that I took two weeks to write. I earn a small royalty from it of about 10% of its selling price. That small book became a bestseller not long after its release. While this is good, it gets even better, because it has generated and is still generating lots of highly qualified targeted prospects to my web sites every single day, with a big number of them eventually buying my products or services, or at the very least, joining my mailing list. (Gold): Great. Can you actually track that, or is it just on judgment? (Sen Ze): I know this because I made natural references to my web sites in the text, using tracking URLs. So I know how many prospects come to my web sites because of the book and not elsewhere. I have also set up specific autoresponder addresses only for readers of the book for them to join my mailing list. I get signups every single day via those autoresponders. (I've set my autoresponder program to automatically notify me of sign-ups to those autoresponders.) (Gold): Did you plan for this? (Sen Ze): Oh, absolutely. This simple arrangement resulted in customers and prospects that I would never get if I concentrated only on marketing online! Prospects visiting my websites because of references made in the book are highly qualified because they need to put the book down, go to a computer, boot it up, go online, start their browser, and TYPE in the URLs before my websites can even be seen. (Gold): That much response, action and involvement, then, qualifies them. They are voting with their feet? (Sen Ze): Yes, exactly. The very fact that there is some effort required on their part to do this as opposed to merely clicking on a link in the search engines or from another website makes them even better prospects in my mind. What's more, when your prospects are going online to check out your other web sites, there's no question of another competitor of yours in his mind that he's also checking out at that point in time (unlike search engine results or links from web sites). And that makes you and your products or services alone the only focus of his attention. (Gold): So instead of paying to generate leads, you get paid for generating them. Not bad, really. (Sen Ze): Not bad at all! When my book is sold, I get highly qualified customers for my other products or prospects opting into my list to whom I can sell other products again and again in the future. And it happens every single day in bookstores all over the country-even when I’m lazing around in my pajamas at home. (Gold): You do a lot of “lazing around”? (Sen Ze): Actually, I did, for about 2 weeks when my Internet Businesses were bringing in the dough. But now I work my butt off, because there’s only so much “lazing around” that you can do (but I’ll bet there are others who’ll disagree with me). But I guess I truly do enjoy “working”, and it took me some lazing around to discover that. (Gold): What’s the other benefits of having written a best-selling physical book? (Sen Ze): Being the author of a physical book can bring you lots of opportunities you otherwise wouldn't get if you only stick to or insist on using online marketing techniques only. You will get another source of income in the form of royalties, with the marketing and promotional activities undertaken or initiated by interested third parties (distributors and bookstores). (Gold): Not to mention, of course, the value of the publicity. (Sen Ze): Oh, absolutely. The publicity you get from it is - well, priceless. In addition, having your book in book stores also gives you a ton of credibility and prestige. You can also easily impress someone by simply showing your book to him in the course of your discussions. Do this, and you'll open more doors and minds within a few seconds than heavy, self-serving talk can in a few hours. (Gold): It’s just like the movie business, isn’t it? A hardcover book somehow makes it all real and important. (Sen Ze): Yes, and you know, for some strange reason, when you have a physical book published in your name, or displayed on a book shelf, you have instantly elevated yourself into a super league of humans populated by very few in their minds. It's weird, but it's true. It's even better when you have a best-seller on your hands-as I do. When it is a best-seller, the book stores will do even more to promote it to their Customers, which sells it even more resulting in even more sales for you, which continues to make it a best seller, and so on. It's a delightful cycle that feeds your back-end profits and your credibility and prestige that can continue for years without further effort from you-even long after your book is no longer in print. (Gold): What brought the social reality of it all home to you, Sen? (Sen Ze): You experience the prestige effect soon enough when you get excited calls from long-lost friends and relatives, all because they saw your book on display somewhere, or they've heard their friends talking about your book. And here's a secret to make this even easier to achieve-just make sure your mug shot is displayed prominently on your book cover somewhere. I have mine on the front cover of my book. You may even get former blood-sucking business partners, who have somehow forgotten the reasons you terminated your business arrangements with them, suddenly remembering you and unable to resist the urge to contact you once more-and hoping to be able to somehow ride on your success once again. (Gold): Ok, Sen, this is all wonderful stuff. Can you reveal how you accomplished the above in a step-by-step manner? (Sen Ze): Sure! The steps you need to take for this technique are simple. 1) Find the right Publisher who is committed to promoting your book for you. 2) Be committed to assisting the Publisher in his initial promotional activities in any way you can. 3) Write a smashing book and seed it naturally with references back to your web sites. 4) Sit back and enjoy the ride. (Gold): We’re talking about selling a book, and I can’t help but notice that writing the book is only number three on your list. (Sen Ze): Yes, you look for the publisher first and then once you've found him, only then do you write your book. This is perfectly possible and that's what I actually did, but most people write the book first and then look for a publisher. Do it the other way around, and you would have saved lots of time and effort in not having to spend time possibly writing something nobody wants to publish, distribute, promote and/or buy. (Gold): What about the new route of self-publishing? (Sen Ze): There is a place and time for self-publishing, and you can go this route if you want to make money DIRECTLY from selling them. And there are many self-publishers who are very successful. But if your strategy is to make money mainly from your web sites and not from the book directly, like what I’m doing - then whatever you do - DO NOT be your own publisher. The last thing you want to do is to incur expenses and headaches in printing, in stocking your books, in looking for a distributor, in delivering your books from your printer to the distributor and all the rest, all of which will take your time, effort and attention away from your real business. While you can outsource those tasks to different parties, why bother when your publisher can do all that for you at his own risk? Give up the lion's share of the profits and go for a small royalty, huge back-end profits and the credibility and prestige. You will be rewarded many times over for this foresight. (Gold): Presumably, an interesting book is a good idea? (Sen Ze): Of course, it goes without saying that your book has to be good enough for your customers to want to buy in the first place, or it wouldn't work as well. The only cost on your part is your time in writing the book. There are techniques that you can use to speed this up, as I have done with just two weeks' worth of time devoted to it. (Gold): What’s the rest of the system? (Sen Ze): Make sure you give lots of GREAT content, seed references to your web sites and autoresponders (and make sure you're able to track your readers), and the rest will fall into place as sure as the sun will shine tomorrow. Trust me. (Gold): That’s wonderful. Is there another way that the real world and the cyber-world have interacted to build your success? (Sen Ze): Yes, and this is not often done. I’m talking about giving interviews to the media. I have appeared very successfully in offline media, and routing highly qualified readers, listeners and viewers directly to my web sites. I do this by getting reporters of newspapers and hosts of radio and TV shows to call me up for an interview, and talking about subjects related to my products or services, and then revealing the URLs for my websites selling those products or services during the course of the interview. (Gold): What outlets have worked especially well for you? (Sen Ze): I've had remarkable successes with newspapers, radio and TV, although I do prefer newspapers and TV the most since my radio audience will find it hard to concentrate for long when they’re only listening to my voice. I've even appeared on CNN News actually promoting an event of mine, which resulted in my contacts from around the world getting in touch with me to say that they were totally stunned to see me on CNN! And here’s the best thing about being featured by media. Each time I make an appearance, my web counters for my web sites spin like there's no tomorrow! And because it takes time and effort for someone to go through my interview, be excited about what I have to say, act on my recommendation to visit my websites by remembering their URLs, look for a computer, go online and finally type the URLs in his browser, he's an extremely qualified prospect for what I have to sell, or for my mailing list. This approach requires you to have the following; 1. A "newsworthy" item related to your product 2. A list of targeted media contacts 3. The ability to write an effective single-page Media Release 4. The ability to deliver the Media Release to the list of targeted media contacts 5. The ability to get your URLs mentioned during the course of your interview without being perceived as selling or pushy. Getting someone to feature you is not really difficult, if you know what to do. It is also a dirt-cheap method, costing you next to nothing to implement. Plus you can become a celebrity overnight. What more could you ask for? (Gold): One hand washes the other here, doesn’t it? I mean, the book must make it easier to get media interviews. (Sen Ze): You’re catching on fast! Your book (best-selling or otherwise) certainly can also act as a very natural door opener for you because you will immediately have credibility in the eyes of the media. (Gold): You know, this all sounds like it might actually take less work than SEO. (Sen Ze): Oh, absolutely. They actually take less work to do than search engine optimization, affiliate marketing and continuous article writing-all of which I do as well of course. And they’re much more enjoyable! And hard cover and on-air publicity can create even better results for you long after your top positions in the search engines are history, your top affiliates are marketing your competitors' products instead of yours, and you've run out of articles to write. (Gold): So not all Internet prospects are on the Internet… (Sen Ze): Yes, this is so very true. Internet marketers tend to be attracted to technology alone to help them market their Internet businesses, under the mistaken assumption that online methods are cheaper, when there are even better offline methods that rely only on paper and naturally interested parties all dying to feature them at no cost or even for a fee! In fact, there are MORE people who are not regular Internet users than there are people who are. And among regular Internet users, a big number will not have known you or your products yet no matter how long they or you have been online. So when you start tapping into the offline market by writing books and making appearances in the media, you're pretty much alone with very few or no competitors, and in a much bigger market. (Gold): And it probably feels good to get offline once in a while. (Sen Ze): Very much so! Being involved in promotional events for my book and being interviewed in the Media do take me away from my computer once in a while-which makes me a more balanced person while enjoying myself at the same time and creating valuable media contacts for the future! (Gold): A multi-media extravaganza, Sen. Thank you very much indeed. (Sen Ze): My pleasure, Matthew! ______________________________ Quick Summary: There’s this massive media system out there, yet we get so far into our business, and so far into ourselves online, that we forget about it. The one really does still have something to do with the other. All the more so, if we work to make them reinforce each other. And those “outside” prospects, even as Sen says, are hot, because they are not just surfing, they are actually looking you up online with an eye to specifically buy, or at least to have a hard look at what’s available. “As seen on TV”-it’s still magic. You can visit Sen’s site by clicking on the image below: Anik Singal http://theaffiliateclassroom.com Anik was a full-time college student studying to become a doctor in a leading program, with a full scholarship plus a stipend. He was having doubts, though, about the sciences, because more and more, business was becoming the real turn-on. So Anik decided to start working as an independent contractor with a financial company as a financial planner. That was it-he absolutely fell in love with business at that point and at 18 made the tough decision to leave that medical program and go into business. It was then that he also decided that he wanted to start his own business, but he only had $100 to start. So, he began researching on the Internet and ended up founding www.bettergpa.com. He has never looked back. (Gold): You’re known far and wide for the bootstrap affiliate program. Tell us about that. (Singal): The idea is out there, wrongly, that affiliates cannot use joint ventures to make money. There is a powerful technique for that I teach almost every day. Yet almost no affiliate marketers are currently using it! (Gold): Fill us in. (Singal): The trick is so interesting that you’ll learn how to actually make money off of your competitors. Here's how it works… First thing to do is create an "upsell." An upsell is simply a more expensive product or service that you offer to your current customers. One of the best upsells is a service that simplifies a complex process. Examples would be installing and running software, providing tutorials or providing consultation. (Gold): Maybe you’d give us a somewhat more detailed example. (Singal): Let's say you've got a niche website on résumé writing. You promote a résumé writing ebook or audio tape program. Your commission on each sale is $20, and you've already sold 35 copies, so you've earned $700. But even if someone buys a résumé writing book, they won't necessarily get around to actually WRITING their résumé! Some may procrastinate and others may just be too anxious. So an excellent-and lucrative-upsell would be a résumé writing service. You offer this to the people who buy the book. But instead of making $20 per sale, you can charge much, much more, let's say $350 for a custom résumé. Even if only 2 people purchase this upsell, you'll make as much money on those two sales as you did selling 35 copies of the ebook. Nice? Yes. Now go on to Step Two, which is where the REAL money gets made! (Gold): Can’t wait. (Singal): Second step is the JV to sell your upsell! Now here's the part that most affiliates, especially in niche markets, never think about. They fail to recruit solid JV partners once they've developed their own backend upsells. (Gold): How exactly does that work? (Singal): Once you've developed your upsell, contact all the websites that you initially looked to as competitors and offer them marketing material to help them make more money. You’ll be amazed at how quickly they jump on. In the example of the résumé ebook, you can even contact other affiliates who are selling that product. Yes, your competitors! Find anyone selling an ebook about writing résumés and ask them to backend your upsell. (Gold): But couldn’t that be considered taking their business? (Singal): Not at all, that’s the beauty of it. They don’t have to worry about you taking their business because they are not offering your service until the person has actually bought the ebook through their link already! So, get creative and learn how to double your income by simply profiting from the traffic you already have. Create your own high-end products and sell them to those who buy though your affiliate link. Better yet, hunt down your competitors and ask them to do the same. (Gold): Maybe now we could change direction just a little and talk about how to build an affiliate website. What are the important principles, there, Anik? (Singal): Sure. There are several rules you must keep in mind when building any affiliate website if you want the website to make you any money. (Gold): Well let’s say, just for the sake of discussion, that we did want it to make some money… (Singal): The first rule-is that you must have a strong headline. No matter how great your sales copy is or how great your content and information are, no one will stick around long enough to read it unless you grab them with your headline. Make sure you have a compelling enough headline to make the person want to stay and read your information. (Gold): Great. We’ve got a killer headline and the visitor is stuck. Now what? (Singal): The second principle is this… Make your home page a strong sales letter that combines elements of an article and an endorsement. (Gold): So give it a kind of objective feeling, is that the idea? (Singal): You to have a sales letter that is not hyped up and can still do a good "pre-sell." The best way to do that is to have a form of a product review or endorsement. What most people are interested in is reading the pros and cons about a product. Spend some time and dedicate the home page to a good product, write a good endorsement article. (Gold): What else do we want on the site? What about links-do they get in the way of the endorsement? (Singal): No, put them out there. Stop hiding your links. Let your visitors read your articles. Some advocates of the old mini-site strategy advised you to have NO other links on your site. There was supposed to be just one other link-the BUY NOW link. And I think this still works, but for merchant sites-not affiliate websites. Remember, your job is to PRE-SELL, not sell. You're not trying to corner your potential customer, you're just trying to gain their trust. The best way to gain their trust is to offer them a bunch of useful advice and helpful content. That means you'll need LINKS to all that good stuff on your site. (Gold): But of course the links, the supporting articles, have to be doing the same job, right? They also have to be setting up the eventual sale. (Singal): Yes, the other articles on your site should also be "pre-selling" your readers, so one way or the other, you will be able to gain their trust and get the sale. (Gold): Just a couple choice endorsement links, or several? (Singal): Offer lots and lots of articles, all with easy navigation. As PPC gets more and more expensive, it's getting harder and harder to get qualified leads from search engine advertising. It's also getting tougher and tougher to find easy shortcuts to a #1 placement. A cheaper and more effective strategy is to patiently work WITH the search engines rather than trying to trick them or buy into them. (Gold): That sounds smart. Take us a little further into that strategy. (Singal): How do you work WITH the search engines? You offer content… articles, reviews, specs. If you can provide the search engines with what their users want, then the search engines will gladly send you free traffic. Affiliates are taking a strong turn towards doing search engine optimization and search engines want to see content. (Gold): Have we got all the elements now? Do we stay focused on setting up the one product? (Singal): Oh, no. Add some other services and products to your site. Focus your site on one niche area, not just one product; then introduce additional products or services in key spots throughout the site. These additions should ALWAYS be tightly related to your site theme. Your potential customers are introduced to additional choices in the context of an article or a review. You're giving them additional ways to spend money on you. (Gold): Are the extras affiliate products as well, or can there be direct sales too? (Singal): Both. By additional products, I mean products that you have potentially created yourself-high-ticket products that can bring in a lot of money. High-ticket affiliate products are OK as well. (Gold): Anything more we can do? (Singal): Always Include an FAQ section. This is critical! Almost NO affiliate sites use this strategy. However, it's one of the most powerful ways to build trust. Since you know the area, you're very well aware of the most common questions people ask, right? Well, build them into your sales letter/endorsement/article. Use subheads to draw attention to them. The quicker your visitors can find their answers through your website, the quicker they will buy from you and the more they will return to your site. Keep these few things in mind, and you can build a site that is optimized for profit. (Gold): What’s been the key to your own wonderful success, Anik? (Singal): Determination and obsession to succeed have pretty much done it for me. I failed for two years, or I should say, "learned from my mistakes for two years" before I really started seeing success. I think maybe most would have just given up. I, however, was not going to give up. I was going to try and try until it worked out. Affiliate marketing started to work out for me. I got to understand search engines and how they work. Then, the idea for TheAffiliateClassroom.com and the rest is history. (Gold): Has there been a particular tool or site or product that has played a big role in getting you where you are? (Singal): www.ablake.net/forum. The ideas I gave and took there were crucial, absolutely crucial. That one venue took me from a total novice to a real player. (Gold): That’s one heck of a recommendation! Thanks, Anik, very much. ______________________________ Quick Summary: “What would you like to know?” It’s a very powerful question. When a teacher asks it after class, the student feels blessed and entitled. Don’t you wish you could ask that of every customer and every potential customer? And so instill that same kind of trust and special feeling? And then of course tell them exactly what you would like for them to hear? Well you can-it’s called the FAQ section. And I think Anik is absolutely right that every site that can possibly incorporate one should do so. But like so many good ideas on the Net, it’s a two-edged sword… If you really get into your prospect’s head, and give answers that advance the layman’s knowledge of your product or service, great. They’re going to appreciate it, and it’s going to build real trust: trust that you care about the customer, and trust that you know what you’re talking about. (And if you know what you’re talking about, then you know what you’re selling!) But if you don’t do it right, you can come off very lame indeed. How often have you come across a set of FAQs that are obviously built off the specific attributes of the product being sold? Or a set of three or four questions, with two-sentence answers, that tells you less than you knew already? At best, that site just wants your money, and they have just said so right out loud. If you do it, make it thorough, and comprehensive, and put everything you know about your subject into it. People love to browse FAQs; it’s your chance to position yourself as knowledgeable and sympathetic. It’s like live chat salesmanship but without the intrusion. By all means do it, but by all means do it right. You can visit Anik’s site by clicking on the image below: Joe Vitale www.mrfire.com Joe Vitale, Founder & President of Hypnotic Marketing, Inc., has also written books for the American Marketing Association and the American Management Association. His most recent book, co-authored with Jo Han Mok, is The E-Code: 47 Secrets for Making Money Online Almost Instantly. Be on the lookout for his next book: Life's Missing Instruction Manual. Joe also just created a software program to help anyone write better sales letters, articles, news releases, speeches and even entire books. It's called Hypnotic Writing Wizard. The chief practitioner of Hypnotic Writing is also an ordained minister, a certified metaphysical practitioner, a certified hynpo- therapist, and a certified Chi Kung healer. He also holds a doctorate degree in Metaphysical Science. (Gold): Joe, first the perennial, all-important question-how does it work? What makes you so extraordinarily successful? (Vitale): Look, there are at least two ways to make money online… The first is to create a product and go looking for someone to sell it to. If your product has a defined audience, you can search for them, find them, and begin to tell them about your goods. This method works but is a gamble. You're trying to force feed them something they may not want. The second method is more of a sure thing. Find a defined market, pay attention to their needs, and then provide them what they want. This second approach should be based on your own interests to make it more fun. Don't explore catfish lovers if you hate catfish. But if you love catfish, find all the groups of catfish lovers online and listen to their complaints. Their complaints are opportunities. Find a solution and sell it to them. Yes, I've oversimplified the process, but you get the point. People who are into weight loss and who have bought weight loss products will most likely buy more weight loss products. People who love hunting and who have purchased hunting products will most likely buy more hunting related stuff. The list goes on and on. Again, my secret is to give people what they want. Do that and they'll make you rich. (Gold): Great strategy. Back us up a step, Joe. Where are you coming from philosophically? (Vitale): I've learned at least two things about achieving goals: There is an easy way and a hard way… The hard way is to work night and day, stay obsessed, rarely sleep, and never give up. Since everyone talks about the hard way, I want to address the easy way. After all, why struggle if you don't have to? I've used the easy way to create bestselling books, lose 70 pounds in 8 months, find my ideal mate, get healthy, increase my wealth, and much more. (Gold): So obviously, your own experience is a great ad for the easy way. I mean, clearly, it works. Let’s hear more about it. (Vitale): Here's the formula in brief: 1. Be grateful for what you already have. 2. Playfully declare what you would like to have with positive emotion, feeling as if it is already achieved. 3. Act on the nudges and opportunities that appear. (Gold): That’s it? (Vitale): That's it. In my latest book, "The Attractor Factor," I explain a 5-step formula for getting what you want. It's useful for those times when you don't feel grateful, or can't decide on what you want, or don't understand the concept of letting go while taking inspired action. It's also helpful when you have issues about money, or deserving, or feel in any way blocked from your goals. But the bottom-line for me is this: Declare what you would like with no attachment and plenty of good feeling, feel grateful for what you already have, and act on what appears. The result will be the manifestation of a happy life. (Gold): Take us further into it, Joe. (Vitale): Okay, let's explore this in depth. 1. Feel grateful now. It doesn't mater where you live or what you have. If you're reading this, you're most likely living like a king or queen compared to people in third world countries. You may even be living better than kings or queens from history, as they often lived in cold, violent, frightful times. You've got it made. 2. Choose what you want without attachment, feeling as if it is already achieved. There's magic in saying "Id love to---(fill in the blank) but I won't die if I don't have it." Since the world is simply energy taking form, when you declare you want something, you begin to attract it. But when you say you need something, the need pushes it away. You want to select your desire, and feel the joy of already having it, without feeling any desperation. Need will push it away; Desire will attract it. If you feel as if you already have it, then you will have it. (Gold): Now, Number 3 is take action, right? How do you do that without slipping out of desire and into need? (Vitale): That’s where trust comes in. Number 3 is Act on your opportunities and intuitions. You may get offers, calls, or who knows what. Act on them. You never know what will lead you to your goal. Your ego cannot see the big picture. Intuition and opportunities will come to you from the larger view, and your job is to act on them. As you do, you will be taken to your goal, even when it appears you are being blocked away. Trust is key. (Gold): Is that really all there is to it? (Vitale): The fuller procedure in "The Attractor Factor" will take care of any snags in the process, but the basic process is simple. Let's walk through it: 1. Look around your room. What are you grateful for? Make a list. Get into the authentic feeling of true gratitude. In other words, be happy now. You don't need a reason to be happy. But if you want one, find something, anything, to be grateful for right now. When you're grateful, you're in a mental place that will attract more to be grateful for. 2. Look around the playground of your mind. What would you like to have, do, or be? What would be fun? Write it down. As you do, feel what it would be like to already have it now. Pretend you won the lotto. What would you want for yourself or others? What would be fun? The key is playful non-attachment while experiencing its completion now. 3. Now pay attention. As you go about your life, listen to your hunches and act on them, and pay attention to the opportunities and act on them. You never know what will take you in the direction of your goal. Your job is to take inspired action. You may have some work to do in this step, but the work will be from your heart, and will take you in the direction of getting your goal. You may surprise yourself by how easily and quickly your goals are achieved. If you find yourself doubting the process, thinking negative, or in any way not enjoying the simplicity of the easy way to attain your goals, then consider learning the 5 step process in "The Attractor Factor." Above all, have fun. Keep smiling. Be playful. Stay grateful. These are all elements of the new secret to manifesting your goals. The famous song has it right, and yes, it really is just that simple-"Don't worry. Be happy." (Gold): Since it is that simple, Joe, and since we’re not all there yet, a lot of people must be getting in their own way. Tell us something about how we do that, and how we can get out of our own way. (Vitale): We’re all great at coming up with excuses before the fact. Look, before my latest book, "The Attractor Factor," became a #1 bestseller at Barnes and Noble online last week, people told me I was nuts to try to promote a book when Harry Potter was already in the top spot. "Why don't you wait until Potter is off the list?" they said. After my book hit the streets, made all the lists, beat Trump, Da Vinci, and even Harry Potter, some people said, "Well, okay, but that only happened because the new Harry Potter book isn’t in print yet." (Gold): They’ve got themselves blocked coming and going, don’t they? (Vitale): I marvel at people’s thinking. No matter what you say or do, they stick to their excuses and stay negative, limited, and stuck. Yet they don't see it. They think, "I'm just being objective." But they’re not, they’re being totally subjective. I venture to say most of us operate from our unconscious mind. That is the most powerful operating system in us. None of us are totally aware of what we say or do. And if we're asked to explain what we do, we have rationalizations for the most extreme behavior. I don't mind that people said I couldn't knock Potter off his broom before I did it, or that people said it was easy after I did it. What I do mind is limited thinking. Not going for the dream. Being stuck and blaming the world for it. (Gold): Are there favorites among the excuses, ones we all harbor? (Vitale): There sure are. For example, I just read Phil Keoghan's book, "No Opportunity Wasted." It's a page-turner about facing your fears, having faith, shedding your inhibitions, and testing your limits. In the chapter on excuses, he lists the number one excuse for not taking action as, "I don't have the money." Boy, do I hear that one a lot. People don't realize that money isn't always necessary. Sure, it's handy. Yes, I love it. But no, you don't need it. Keoghan says: "Instead of focusing on the amount of money lacking in your budget, focus on what you DO have: a willing spirit, an imagination filled with bright ideas, people who care about you and can perhaps help you in some way. These are the things that will enable you to do almost anything." (Gold): Trust again. Do most people really trust their friends and associates in that way? In the way that sets things free for everyone? (Vitale): Right, the negative talkers might jump on that and say, "See. You had friends. I don't have any." That's not true, and it misses the point. It falls back to blaming and excusing. And it doesn't get you the success you want and deserve. When you have a goal, listen to your heart, not the nay-sayers. In many ways, it's you against the negativity of the planet. While that may seem daunting, it's not impossible odds. Look at me. I beat the negativity. I knocked Harry Potter off his throne, at least long enough to taste victory. I like Potter and admire his author. But I love that I was able to share some of the glory. Harry Potter can be a success and so can I. The world is big enough for all of us to win. Including you. (Gold): Wonderful. One last question, Joe. Has there been a tool or a site that has been especially important in helping you along? (Vitale): Definitely. The site that has helped me those most is at: http://www.mentaltoughnessinstitute.com. It was crucial in helping me shed the pounds, a very powerful resource. (Gold): Thank you very much, Joe. ______________________________ Quick Summary We’ve had a lot of bootstraps reality checks, about how hard it is, and how we have to stop kidding ourselves. It’s great to hear that part of how we fool ourselves is by thinking about what can’t be done. The easy way is easy, but only if you really pay attention, only if you are really there, watching what you think and watching out for opportunity. Remember: 1. Be grateful 2. Decide what you want 3. Take action You can visit Joe’s site by clicking on the image below: Michael Green http://www.howtocorp.com http://www.createandsellproductsonline.com Michael Green lives in London. Michael Green, a Londoner set up his own printing business at 21. Then his offline, real-world print business experience helped make him an overnight online success. His online How To Corp enterprise has created over 20 toolkit products and these are marketed and sold worldwide via the internet. Michael Green has achieved a constant Top #10 position in the much coveted ClickBank Marketplace, which lists tens of thousands of online products. Nowadays Michael is heavily involved in public service through elected office, but in his spare time he developed http://www.howtocorp.com. (Gold): Michael we’ve been starting out and asking people their key to success, but let’s turn it around once. What’s the biggest problem facing the web entrepreneur as he or she starts out? (Green): The biggest problem faced by most online newbies is the confusion caused by following too many different so called "gurus". (Gold): There is a lot of advice out there, lots being given by people who don’t have the credentials. You transitioned from bricks-and-mortar to the web. Tell us about that. (Green): Doing business both on and offline is much more similar than some people would have you think. You still need to provide good products and a great service. In addition it's important to be courteous, polite and responsive when prospective customers contact you by phone or email. These same rules all apply no matter which environment your business operates in. (Gold): Surely there are differences, too. What about those? (Green): Yes, there are some very big differences to doing business online. I confess that I still struggle to believe how it has been possible to build such a profitable company, without the need to employ staff, hold physical stock or deal with so many of the other regulatory issues that surround traditional 'real-world' businesses. (Gold): One of your most popular “How-To’s” is about newsletters. Tell us what makes a newsletter really work. (Green): Newsletters are becoming ever more popular. Not surprising-since all editors know that they are a tried and tested method for both disseminating information and subtly (and quite frequently, blatantly) promoting any product or service. In short, newsletters work for their owners. (Gold): So it’s getting to be a crowded world out there. (Green): Very crowded. The Internet and email (as well as lower print production costs) have meant that the number of newsletter titles is growing at breakneck speed! And with new Titles being published by the hour-covering just about every subject under the sun-the market is getting pretty jam-packed out there. (Gold): So how do you keep from being crowded out? (Green): It’s hard to ensure that your newsletter doesn’t get crowded-out. Hard to guarantee that your publication will gain and develop a truly loyal readership, when they could so easily be distracted by your competitors’ newsletter offerings. (Gold): What’s the answer, then? (Green): In a word, personality. You’ve got to give your publication a TON of newsletter personality. Or to put it more accurately, you actually need to allow your own personality the space to shine through and dominate your written publication. You see, when somebody meets you face-to-face, they are quickly presented with (and pick up on) your personality traits and this makes you instantly memorable. Even when you have a conversation on the phone, you naturally give over a whole range of characteristics that mean that you’ll likely be remembered in the future. But once you’re in writing, particularly if it’s in the form of a plain text email, then you’ve got to fight harder to have your personality shine through. (Gold): There’s a lot at stake, isn’t there? (Green): The stakes couldn’t be higher. If you fail to impress your readers, then they will quickly forget all about you and move onto your competition. But the best way to distinguish yourself is to let your personality leap at the reader, right off the page or screen! Now many newsletter editors face a problem that they are more accustomed to writing somber business documents than publishing a lively and memorable read. (Gold): Yes, that’s a big switch, certainly. (Green): Here is a tip to help you get your “newsletter personality” right out there… Think about your favorite newspaper. Maybe it’s the New York Times, USA Today or some local paper that you buy weekly. Somewhere in that paper there will be a columnist that you probably turn to and read week-in week-out. Why? Because you feel you know the characteristics of the writer. You understand where they’re coming from, on a whole range of issues. You either empathize with their views or read the column because it makes you angry and you enjoy the controversy. No matter. What that journalist has achieved is to make their own personality leap from the paper. And you need to emulate precisely that approach in your entire newsletter! (Gold): Sounds great, Michael. Break it down to shorter strokes for us, will you? (Green): Sure. First, if you don’t do it already, start telling your readership a little bit about yourself. People like to feel they know you and understand where you’re coming from. (Gold): That’s easy for some people, just like it’s easy for some at a party or a first date. But for the rest of us, spell it out. (Green): For one thing, make sure that your readers know where you are from. People automatically start to think they know you and build a picture just from a place name, State or Country. You may not have been there for years, but it’ll start to build an image picture in your readers’ minds! (Gold): Sensible start. Where can we go from there? (Green): Establish whether you are straight-laced or a bit of a joker. Humor can work wonders, but if you’re not a natural funny man (or woman) then don’t try and fake it. Just be yourself. Be forthright about your views. Don’t sit on the fence worrying about whether your readership will agree or not. Establish where you are coming from straight away and celebrate the fact. Either your readers will agree or, if they disagree, it will create some interest and soon you’ll get readers’ letters, etc...You get the idea. (Gold): Either way, agree or disagree, formal or a kidder, now you’re out there, and people will loosen up a little in dealing with you. And therefore, in the long run, or not so long run, they are more likely to buy. (Green): That’s it. Whether you’re new to the newsletter editing game or already established, remember that your readers have a choice. If your publication comes across as faceless and lacking in personality, the chances are your readers will jump ship, right across to the nearest competitor. (Gold): Whereas, if you give them something to hang onto, they’ll keep those emails coming, and some orders along with them. Thank you, Michael. ______________________________ Quick Summary: We knew no news was bad news in Internet marketing, but when you think about it, it makes sense that dull news is bad news, too. I think, even for us wallflowers, it gets easier and easier to put yourself out there in print once one starts to get used to it. There develops a real but comfortingly separate personality, the voice that writes the newsletter. It gets more and more pleasant, I think, to retreat to that alter ego, to be out there for a while and wearing an attractive ask. Michael has developed a powerful tool kit for newsletter editors, called, appropriately enough, “How to Write a Newsletter.” The Toolkit comes packed with hundreds of excellent ways to enhance your newsletter publication. It’s available at http://www.howtocorp.com You can visit Michael’s site by clicking on the image below: Robert Smith www.smithfam.com Bob Smith started out as a Graphic Designer for about 15 years and later became a Color Lithographer for the printing Industry. You have seen some of his work on Microsoft software packages. He started working full time on the Internet in 1996 when, due to a serious injury, he lost his job as a color separation specialist. His information products grew out of his being an expert runner and coach. Bob ran 59 marathons, four 50 mile races, two 70+ mile races, and he was a two-time finisher of a daylong 100 mile footrace through the Sierra Mountain range in California. “Be Your Own Coach” morphed into “Be Your Own Boss” and Bob was launched. Since 1996 he has designed over 200 web sites and developed over 6,000 pages of content for the Web. His sites pull over 2,000,000 (2 million) visitors in a single year, while spending less than $100 dollars on advertising. (Gold): Bob, you’re the Grand Imperial Wizard of pulling free traffic. Tell us some of your secrets. (Smith): Most web designers build their websites with little consideration for developing free search engine traffic. Designers naturally assume that everyone comes to the front door or main page; actually it's much easier to attract traffic to pages with a narrower focus. (Gold): Why or how is that? (Smith): The main index page of your website is often too general in focus to rank as well as possible in the search engines, so the average webmaster spends much more time and money developing traffic than they did in designing the original website. (Gold): So is that where the lead page comes in, then? (Smith): Let’s clear up some misconceptions concerning the use of doorway or lead pages to generate free traffic from the search engines. Used correctly, lead pages are acceptable to the search engines and they can actually boost your overall traffic count by 100 to 1,000 percent. Mini-sites are often successful because they are more specific and highly targeted. Lead pages can be used in the same ways as mini-sites and can even be more successful, even in the pay-per-click search engines. Lead pages can deliver your visitors to your sales pages and develop free highly targeted traffic, but if they are used incorrectly, they may be considered spam by the search engines and can get your site banned. (Gold): What makes a proper and effective lead page, Bob? (Smith): The search engine's first responsibility is to deliver information directly related to a search, not to help promote our websites or help us boost sales. The secret to the effective use of lead pages is to understand how we can best assist the search engines to deliver more relevant search results. (Gold): So as with just about everything in marketing, you have to think it through from the other end, from the customer’s point of view. (Smith): That’s right. An effective lead page answers the question typed into the search engine as specifically as possible. The process should be considered a two-step process. Step one, you give your visitor exactly what they clicked on your page to get, and step two, offer a link to related information to ask for the sale. (Gold): How can you knowing you’re filling the bill? (Smith): Research. It's best to do some research in the search engines before writing the copy. You need to define the question your potential visitor will ask. If they have a problem, you can capitalize on providing a solution. Perhaps there is a common misconception that you can clear up. Consider what makes your product better than other similar products. (Gold): What if you’ve got a better mousetrap for a couple different reasons? (Smith): Focus on only one issue per lead page. If there are multiple issues or benefits, create additional lead pages. (Gold): So the more specific the better, both for the function and to stay legit with the search engines. (Smith): A lead page should never be general in focus; the more specific it is to a single issue or concern, the more traffic it will attract. Choose the most specific keywords you can. Test the various keywords in the search engines before using them. Take the time to visit the top websites that come up in the search results for your keywords. (Gold): That gives you the opportunity to be even more targeted than the current leaders? (Smith): Your visitors will probably visit several pages, so it's important that your page more specifically address the single issue than the other top listings. Remember, all people see in the search results is the title and description. Attracting a qualified lead requires a winning title and description. You will never get the visitor unless you offer the winning title and description first. What you want to do is deliver specific information in your lead pages, not sales hype; if you must use hype, save that for your sales page. Offer a link to your sales page at the bottom of your lead page to direct them to more detailed information. (Gold): So patience is the key. Be targeted, but don’t sell until it’s time. (Smith): Right. Lead pages often attract more traffic than your main pages because a lead page can be more highly targeted. The search engines will be your partners if you understand that their whole purpose is to provide results relevant to the keywords in the search. The purpose of a lead page is not to make a sale-its single purpose is to provide specific information in order to deliver a qualified lead to your sales site. Effective lead pages are short; don't try to make them into mini-sites. Less is more, remember you want to be specific; don't try to tell the whole story on your lead page. (Gold): It sounds a delicate copywriting job, almost as skillful as selling. (Smith): It's worth taking the time and investing the effort in every single lead page. One good lead page can drive thousands of highly targeted visitors to your site, earning you more income than an expensive advertising campaign. And it's free traffic. More than that-free targeted traffic. The visitor has qualified herself by her inquiry. (Gold): How packed in do the keywords have to be in order to be noticed by the engines? (Smith): Search engines evaluate keyword density. If you have 200 words in your lead page and three keyword phrases appear in your title, description and in your copy naturally, then you will get a high keyword density rank, often higher than many of the top listings. The more times you can naturally and effectively use a keyword phrase in your copy, the higher keyword density you'll achieve. (Gold): Can you put a number to it, Bob? (Smith): Three to five percent keyword density is considered great for any page, more may be seen as keyword spamming and actually lower you're ranking. If you include a graphic, use the most important keyword phrase in the graphic's alt="tag". (Gold): Short and dense is better than long and dense? (Smith): Write two to five short paragraphs, just enough to address one specific benefit or issue. If you can identify and use two or three keyword phrases designed to address an identified desire in your market, you will achieve good ranking. Don't try to do everything in one lead page, make separate lead pages for each issue you can identify. Rather than making 10 and stopping, make one or two a week as you identify new issues in your market. (Gold): Can links help you creep up the list, too? (Smith): Search engines give higher rankings to pages that link to other popular pages. It's usually a good idea to include a link bar on your lead pages, usually at the bottom, offering high quality links to your most important related pages. The search engines will spider these links and your whole website's link popularity score will rise over time. It's best if any offsite links add value to your lead page. Choose popular affiliate links to related products where you will earn a commission. Your visitors will often click on one of your other links rather than leaving right away if your lead page delivered good information but wasn't exactly what they wanted. (Gold): Can the same process help all your affiliates? (Smith): Not really, not unless you are very disciplined about it. If you promote affiliate programs, you will do a lot better promoting your own lead pages than you will promoting a supplied affiliate website. In fact, I don't even bother submitting affiliate websites. The search engines are not interested in delivering traffic to hundreds or thousands of identical web pages. On the other hand, if you can build your affiliate lead pages to address the individual benefits your affiliate product offers, then you will generate a lot more traffic to your affiliate pages. Now the affiliate products are working in tandem instead of just piggybacking. (Gold): So the idea, Bob, is that as much business can come in the side door as right through the front door. (Smith): Don't try to deliver all your traffic to your website’s front door. Develop your own targeted pages addressing single issues and have those pages lead them to your sales pages after delivering whatever they were searching for in the first place. Lead pages often sell better than your main website in the pay-per-click search engines as well. (Gold): And it works that way because it makes a better match to what the customer is actually looking for. (Smith): People search for specific information; give them what they want before asking anything from them. (Gold): So that’s how to deliver well qualified traffic without major marketing bucks. (Smith): Quality counts more than quantity-a few well researched and thought out lead pages can deliver much more traffic than an expensive advertising campaign. (Gold): Take the macro view for a moment if you would, Bob. What do you see as the key to Internet marketing success overall? (Smith): Find a market that is easy to reach and then find a need in that market that you can fill. This is the easiest way to success and almost everyone overlooks it. (Gold): And how about the key to your own success personally? (Smith): I am not afraid of learning, and I am willing to put in a lot of unpaid time to create something that will pay off in the long run. I also never quit when the going gets rough. (Gold): Was there a special site or tool that was especially helpful for you? (Smith): Corey Rudl's Insider Secrets course. (http://www.InsiderMarketingSecretsCourse.com) (Gold): Okay, Bob. Thank you so very much. ______________________________ Quick Summary: Again we see that it is the mental focus on the customer together with the special knowledge that gets it done. You pull traffic through the search engines by answering the specific questions that the customer is asking. But that means that you have to know how your customer and your prospective customer sees and uses your products. What are their problems? What would they want to know? Probably one market segment would have one question or set of questions, while another segment, maybe more knowledgeable, would have another set of questions. You have to know what they know and don’t know, and you have to know what they want. Another principle we see here is making the system work for you by helping the system do its job. The search engine is not designed for the web retailer; rather it is designed for the customer, for the browser, to answer questions and give useful referrals. So if you flood the engine with a lot of sell copy or redundancy that it does not need and has learned to suspect, you get nowhere. But if you feed the engine just the kind of specific and helpful information that it needs for its users, then everybody is happy. I am reminded of how Joan Stewart said to use the media, the papers and magazines-give them what their readers need, which is to say, give them what they can use. Stay focused on the customer, and use the system the way it works. And be patient; that’s implicit in Bob Smith’s system, too. A wise friend and terrific tennis player told me, “Always play to win the point on the next shot.” You can visit Rob’s site by clicking on the image below: Randy Gage www.randygage.com For more than 20 years, Randy Gage has been helping salespeople transform self-limiting beliefs into self-fulfilling breakthroughs to achieve their dreams. His motivational story of rising from a jail cell as a teen, to a self-made multi-millionaire has inspired millions around the world. This compelling journey of triumph over fear, self-doubt, and addiction, uniquely qualifies him as an undisputed expert in the arena of peak performance and extraordinary human achievement. His story and the way he shares it, demonstrate the true power of the mind over outside circumstances. Randy captivates his audience through his unique and memorable personal stories, teaching them the lessons learned from his in-the-trenches experiences in direct selling, as an entrepreneur, and in life. He helps people see how they can transform challenge into choices, obstacles into opportunity, and tragedy into triumph. He is a true industry icon, having touched millions through live programs in more than twenty countries, and reaching every corner of the globe through his online seminars and coaching program. (Gold): Randy, you’re a runaway success. To put it bluntly, what are the rest of us missing? (Gage): Oftentimes, people are not be accepting all the abundance that is meant for them. (Gold): Expand on that for us. (Gage): Because you’ve been programmed that money is bad, rich people are evil, and it is spiritual to be poor. And this programming started when you were an infant. I grew up watching TV shows like “Gilligan’s Island,” “MASH,” and “The Beverly Hillbillies.” All pretty silly, innocuous shows, right? Well let’s analyze them from a prosperity standpoint. Remember the millionaire on Gilligan’s show? He had a pretentious name, and was always portrayed as a goofy rich person. Think how the banker and people with money were portrayed in the “Hillbillies.” The Hillbillies were always presented as sensible, down-to-earth people, who were amused and bemused by the crazy way rich people acted. (Gold): How about MASH, everybody’s favorite? (Gage): MASH centered around the two good guys, and then there was always a bad guy, usually a rich guy who listened to opera, and also had a pretentious name. I could go on, but you get the picture. I look back on it now, and I realize that I was probably programmed against rich people before I was ten years old! (Gold): Do media attitudes like that change over time? (Gage): Not much if at all. If you grew up in a different time frame than me, think about the shows you watched. How were rich people portrayed? Think about J.R. on “Dallas,” all the conniving rich people on “Dynasty,” and the way the media slants the stories about the ultra-rich people like Bill Gates, Ross Perot and Ted Turner. Do you realize that the average person watches 6 hours of TV per day? That equals 42 hours a week and 168 hours a month. So that means in one month, they watched approximately 6,720 commercials and has accumulated seven full 24-hour days worth of mostly useless and often lack-centered information. (Gold): Actually, the media is even more pervasive than that. (Gage): Sure. For every hour you were listening to the radio, you put even more commercials and useless information into your brain. If you just listened to the radio in your car, you might be subjected to 5 to 10 hours of status quo information per week, or 20 to 40 hours per month. Newspapers and magazines add even more redundant information and advertising into your mind. Newspapers are full of information written by people who are not at all educated about the things they are reporting. They rely heavily upon slanting their articles in a way to draw out your emotional response to sell more newspapers. (Gold): And nowadays? (Gage): It’s certainly not getting better today. In fact, you can make the case that it is getting much worse. Last year I made a prediction about a soon to be released book titled, “The Nanny Diaries.” I guaranteed that it would be a monster hit. Which it was. How did I know it would be? (Gold): Fill us in. (Gage): Because I read an advance review in the USA Today, and it was obvious that the book pandered to the basest lack and limitation programming of the masses. The very first sentence of the review stated, “Quite simply there is nothing more delectable than evidence that being very rich and very thin does not mean that one is happy.” (Gold): You quote it exactly. (Gage): I’ve got some more quotes here. That one sentence tells you everything you need to know about the role of the media in shaping your perception of success, happiness, and money. But there is plenty more. The review and story are simply saturated with statements to promote lack consciousness. Here’s a sampling: “...perfectly captures the strange and pampered life of New York’s elite as they skillfully evade raising their own offspring.” “...wonderfully sets up the world of very rich women who devote enormous energy to monitoring what their children eat but who never actually sit down with them.” “Just how does an intelligent, adult woman become someone whose whole sterile kingdom has been reduced to alphabetized lingerie drawers and imported French dairy substitutes? Where is the child in this home?” “A perfect size 2, Mrs. X devotes herself to maintaining her good looks, the pristine elegance of her lavish apartment (there’s a full-time housekeeper of course) and making sure Grayer does not muss up her PRADA togs.” “Mr. X is always at the office, generating the millions...” “Both parents see their children as a prestige accessory, not as a little boy with enormous unmet emotional needs.” “Mr. X is too busy with his thong-sporting mistress.” (Gold): And all this tells what, exactly, Randy? (Gage): It tells us… 1) You may get rich, but that doesn’t mean you’ll be happy. 2) Rich people don’t raise their own kids. 3) Rich women are too busy socializing to actually spend time with their children. 4) Thin people are egotistical. 5) Rich women are vain, vapid and superficial. 6) Rich men are workaholics who don’t care about their family, only making money. 7) Rich people are adulterers. Now notice that neither the book author nor the reporter actually says any of these things. They simply present “evidence” to let you come to these conclusions. (Gold): Directly or indirectly, why are we being sold this point of view? (Gage): Because it validates their life of quiet desperation. If you are overweight and out of shape, it’s good to know that those who are very thin aren’t necessarily happy. Because let’s face it, that would really be too much. If we knew that they were thin and happy-that might be more than we can bear. And if we know that rich people are poor parents-we can feel noble for being broke. If we learn that wealthy people are vain, stupid and cheat on their spouses-then we can justify why we never opened that business, went after that promotion, or acted on our dream. (Gold): So we reinforce it all ourselves as well? (Gage): Most people spend all day parroting useless information they were programmed with from gossip and the various media outlets. As much as we love them, some of our best friends can unwittingly be our worst enemies just by being themselves. They'll talk about how bad the economy is, the latest train wreck they heard about on the news, someone's heart attack, or who's cheating on whom. You need to make sure that people do not sabotage your philosophy of abundance. (Gold): There seems to be no end of our vulnerability. (Gage): If you have ever heard me present my “Conquer Self-Doubt, Create Destiny” keynote speech, then you’ve heard me talk about the movie “Titanic.” This is probably the most evil movie ever made; programming you on level after level that money is bad, rich people are evil, and it is spiritual to be poor. So of course it became the most popular movie of all time. Why? (Gold): Because it’s all about lack? (Gage): Precisely. It panders to your lack programming. Another big hit was “Spiderman.” It was such a success, in big part, because it was filled with insidious lack and limitation messages. If this didn’t jump out at you from the screen while you watched it, you’ve got a ways to go in your consciousness in this area. (Gold): What’s the message in “Spiderman”? How do they put it across? (Gage): Here are just some of the subliminal messages this movie foists on you: Poverty is noble. We have the poor relatives who bring up Peter, the poor orphan. (By the way, have you ever noticed how many orphans there are in popular literature? Not just Spiderman, but Batman is an orphan, Superman is, Harry Potter is, and plenty more. This is to evoke emotional support from you.) There even is a part in the movie, where Peter’s uncle speaks the most lack-centered words that have ever been spoken. “We may be poor, but at least we are honest!” Translation to your subconscious mind: Rich people are crooks. (Gold): It actually says that flat out, doesn’t it? (Gage): Yes, that’s subliminal message number two. The evil villain in the movie is of course, the billionaire industrialist. He is wealth and ambition personified, the devil incarnate! These messages were repeated over and over... Remember the scene where Peter finally gets up the nerve to talk to the neighbor girl? She seems like she cares for him, then the rich kid shows up with his new car (that daddy bought him for his birthday). She drops Peter like a piece of radioactive camel dung and jumps in the new car and speeds off. Is it any wonder that you grow up hating rich people and subconsciously not wanting to be like them? Once this is ingrained in you, the guilt starts. And it is that guilt that can stop you from accepting the abundance you are meant to have! (Gold): How can we learn to accept it, Randy? (Gage): Grow your prosperity consciousness and start living a life of true abundance. You are meant to be healthy, happy and prosperous. Once you recognize and accept this, it is simply a case of learning the principles that abundance is based on. (Gold): Let’s talk for just a moment right at the end here about your own abundance. What’s a big key to your success specifically online? (Gage): My success comes in part because I never get enamored with technology. I think about the outcome I want: generate a lead, build a brand, make a sale, etc. Then I think about how I would accomplish the process offline. Then I take that outcome, and the process I use to get it, and I have the technical people duplicate it. (Gold): Was there a particular tool or resource that has been a real help for you? (Gage): Anything by Catherine Ponder, Ayn Rand and Charles Filmore. (Gold): Food for thought, Randy. Thank you. ______________________________ Quick Summary: Maybe the dollar is not as almighty as we thought. For all that America loves a winner, we sure do like to root for the underdog. When you think about it, there really isn’t anything wrong with being on top. It’s all in how you do it, right? When we put a dollar in our pocket, after all, who says it was supposed to be somebody else’s money? And there’s nothing wrong with using that dollar to make more of them and then using them to help more people. You can visit Randy’s site by clicking on the image below: Larry Dotson www.ldpublishing.com One theme we hear repeatedly from the gurus is "Publish, publish, publish." Larry Dotson has certainly followed his own sound advice. Since his meteoric Internet career began, late in 1996, Larry has authored or co-authored over 40 ebooks and more than 150 articles on Internet business matters that have been published on countless sites and e-zines. Something else he shares with several of the other gurus is that Larry began in the restaurant business. Could it be that restaurant work, with exposure to so many people and their dreams, helps to get one's own deepest thoughts and aspirations in gear? Anyway, let us begin. (Gold): Larry, what's the one biggest thing that contributes to your success? (Dotson): That is an easy question. It would have to be teaming up with other marketers to do joint ventures. A joint venture is when two or more businesses join together to work on a project for a set period of time. Doing joint ventures with other businesses can increase your chances of beating your competition, increase your sales and increase your profits quickly. Examples of profitable JVs are co-authoring ebooks and other info-products; contributing to free giveaways and fire sales; promoting other marketers' affiliate products and opt-lists. (Gold): How do you select and target a JV partner, Larry? You can find businesses to joint venture with online or offline. I think a key is finding businesses that have the same target audience, but are not in direct competition with my your business niche. Once you find a business simply e-mail them your proposal. Tell the business owner the benefits of the joint venture. Explain to him or her why it would be a win/win situation for both of your businesses. Give them a lot of compliments about their business, their web site, their products and services. If you've done a little homework, there's always a good chance of constructing a profitable joint venture. (Gold): Okay, so JVs are key. Let's shift over and talk about the customer. What are some tips for handling her or him? (Dotson): When you make your first sale, always follow up with the customer. You can follow up with a "thank you" email and include an advertisement for another product you sell. Or you can be more subtle, including the offer within your signature file. Another way is to take your customer to a "thank you" web page right after they order. You should thank them for their order and next begin to tell them about another product you sell. You could also include a picture or graphic of your product. (Gold): What else is important? (Dotson): You can usually upsell to your customers. When they're at your order page, tell them about a few extra related products you have for sale. They can just add them to their original order. Besides upselling on your order pages, you can also give them a choice of a basic or deluxe edition of your product right in the sales letter. Your deluxe edition would include add-on products, of course, with a higher price. (Gold): What's your take on offering discounts or rebates? (Dotson): Tell your customers if they refer four customers to your web site, they will receive a full rebate of their purchase price. This will turn one sale into three sales. Another option is to give your customer a rebate on one of their products if they buy two extra products. This type of rebate can double your sales. 'Rebate' doesn't have to be a bad word. There's almost always a way to turn a liability into an asset. Just try to see it from the customer's point of view and try to make it worth her while. (Gold): One great thing I've noticed about your work, Larry, is that your sites are always really sticky. Would you share some thoughts on how to keep visitors on a site longer? (Dotson): I'd be delighted to. That's a big part of what I'm all about. The more time people spend at your web site, of course, the more time you'll have to persuade them to buy your product or service. First, provide your web site visitors with content they can't read anywhere else. People will stay longer at your web site to read the original content. Cut-and-paste stuff may fill the site up and look nice, but it won't really hold a shopper. Related to that, always remind your visitors they can print out your content. They're almost certain to browse around on the site while the article is printing. (Gold): What about premiums, Larry? (Dotson): Absolutely. Offer your browsers a freebie. But make them work for it a little. That gets them more involved with your site and keeps them around even longer. For instance, have them fill out a survey. And the survey, of course, should be designed to give you crucial and actionable info on the visitor. Software always makes a good giveaway. Offer your visitors free software that they can download right from your web site. The download is more priceless browsing time that you have bought. Make the download as related as possible to your product or your service, but most important is that the program be genuinely useful. Most people are fairly sophisticated these days. Gone are the days when they'll download a bunch of stuff just because it's free. (Gold): What else makes a good giveaway? (Dotson): Directories are terrific. Provide a huge online directory of information that your visitors could search, with the entries, of course, related to the product or service. And again, the info like the free program, has to be something they'll want. But directories are really good, because people feel like you've opened your Rolodex to them, really done them a favor. (Gold): Other rules for customer handling? (Dotson): So obvious, but equally obvious that a lot of people, even serious marketers, get it wrong. Make sure all your web pages load fast, or your visitors will leave even faster. Time is precious-they spend some on your site once you've made it worth their while, but they won't waste it up front waiting for your site to load. (Gold): So you buy back time from the customer or prospect by not wasting time. How else can one do that? (Dotson): Tell your visitors what's offered at your web site at the very beginning. Make it perfectly clear right up front. If people are confused about what's being offered, they may leave even though they might have been interested. Sure, you lose a few people fast, because they know right away that it's something they don't want, but hey, you were going to lose them eventually anyway. The key is to make it clear to the real prospects that what they are looking for is there. (Gold): What about the look and feel of the site itself? What makes a site sticky on that level? (Dotson): Another obvious thing, at least it should be, but you see this mistake a lot... Publish your web site professionally. People get turned off and leave if they see spelling and grammar mistakes. Make it clean, make it professional. And of course make your site text easy to read. Most people won't strain their eyes trying to read text that is too small, too light or too bright. And a whizz-bang font may look great in an art show, but it doesn't win sales. Put your copy in a reader-friendly face. And always break up your text with subheads and crossheads. They make four pages as easy to read as two. It's like eating in small bites. Take it slow and easy, and before you know it, you've finished the whole thing. (Gold): Thanks a lot, Larry, great stuff. ______________________________ Quick Summary: There’s some sage advice on customer handling: before, during and after the sale. Follow up with thank-yous and special offers, either by email or a separate special page. Upsell to your prospects with differently priced packages and product add-ons. Give your customers rebates, valuable ones, for their purchases when they buy extra products or send referrals. Load the site fast and clear, and make the pitch fast and clear-no waiting, no confusion. Make the text proper, and make it easy to read. Follow all that advice, and your site will be not only easy to read, but easy to click on and buy from, again and again. Keep your site magnetic. Premiums are good, yes, but even more important is original material-people love to learn almost as much as they love to shop and save. (Maybe more.) Larry can help you there, too, with an endless supply of articles. Just click on http://www.ldpublishing.com/viralarticletoolkit.html. You can visit Larry’s site by clicking on the image below: Stephen A. Pierce http://www.StephenLive.com Stephen A. Pierce has been providing online marketing services since 1998. He is an Internet marketer who has earned a wide reputation as someone who can really make affiliate marketing pay. This interview may take a little more of your time than Stephen's famous one-minute marketing letter (http://www.the-whole-truth.com/oneminute.html), but I think you'll find it extremely valuable. (Gold): Stephen, I know trust is a big concept in your program. How can an Internet sales letter build trust? (Pierce): If the headline is what gets them there, then it's the proof that keeps them there. Follow closely. A powerful headline is 10% what you say and 90% what you prove. (Gold): So the strength of a headline lies as much, or more, in what it suggests or promises, as in what it actually says? (Pierce): Yes indeed. And until you prove it otherwise, that promise in the headline is empty, false. You see, a strong headline raises both curiosity and skepticism. (Gold): Where does that skepticism come from, Stephen? (Pierce): It's important that you fully understand the tidal wave of lies and deceit out there online. All that vast dishonesty has created a gap between you and your target market. You must bridge that gap with TRUST! (Gold): How does a deal do that? How do you bridge the gap? (Pierce): Proof creates trust. So build trust by quickly--no, immediately--by proving your headline. Trust is powerful. First, it eliminates skepticism. Then it goes to work on the other half of what the headline created, namely the curiosity. Trust transforms curiosity into acceptance and then into loyalty. It can turn the curious visitor into a customer for life. (Gold): How, then, does the letter deliver undeniable proof, or proof at least strong enough to overcome skepticism and convert curiosity? (Pierce): YOU are the proof. The ultimate headline--the one that can make you rich--is the compelling headline supported by undeniable proof that YOU yourself actually did or got what the headlines promises. That is what will make the jury convict. That is the proof that can eliminate all reasonable doubt. (Gold): How do you avoid having the truth sound like just another story, only with a smarter claim and better-sounding backup? (Pierce): Proof makes your website read differently. People know the difference. You might use most of the same words as somebody else's site where they're shining people on. The same words, maybe, but a different frame of mind. Slick words do not build trust, they fuel skepticism. Even when part of the slickness is the so-called backup. Proof is different from a fast-talking slick Internet pitchman. PROOF transforms your website and your words into a copywriting masterpiece where the visitor feels that you know what you are talking about. (Gold): So people just know, and when they know, they respond... (Pierce): Yes. That feeling moves customers to your order page more quickly and easily. It results in higher sales for you and a really satisfying purchase for your visitors. (Gold): So you guide your visitor on a journey from deep skepticism to even deeper belief? (Pierce): Exactly. Draw your visitors in with your headline, blow their socks off with the proof. Prove the headline to be actual, factual and true, and watch your cash flow explode into a magnificent mushroom cloud of profits. (Gold): Along with building trust in your customer, what do you ascribe your success to? (Pierce): My faith in Jesus Christ. Keeping faith with my Lord has directed me and kept me focused on what matters most. (Gold): Awesome Stephen! And is there a product or service, online or off, that has been important in helping you along? (Pierce): Well... as God be my witness, I can't really say there has been one. Not lately, that is. Yanik’s Instant Internet course helped me five years ago and I still recommend it today. Really powerful, really focused stuff. (Gold): Thank you, Stephen, much appreciated. ______________________________ Quick Summary: So for Stephen Pierce it’s a progression from skepticism to belief, to faith almost, on the part of the prospect. The headline raises interest, but also skepticism, with the strength of its claim. Then you deliver real proof, and the skepticism turns into belief and then into commitment to buy. And in his own inner journey, Stephen’s own faith is paramount, powering the concentration and confidence that it takes to succeed. You can visit Stephen’s site by clicking on the image below: Neil Shearing www.scamfreezone.com Neil Shearing holds a PhD in Cancer Research, specifically how human breast cancer cells become resistant to anticancer drugs. He studied for it at the prestigious Ninewells Hospital in Dundee, Scotland. (His scientific career includes American stops as well, working at labs in Chicago and Toledo.) In 1997 he developed the ScamFreeZone, a consumer protection resource, to try to help combat the huge number of scams online. The launch of Neil's latest product, "Auto Income Secrets", drove over 32,000 visitors to his site and generated sales of over $54,000 in the first eight days! Neil's site shot into the top 1,300 most visited sites online during the launch which earned several of Neil's affiliates thousands of dollars in commission! Shearing had always been fascinated by the Internet, calling it “an amazing tool for writing and selling informational products (e-books) and software. You can make a lot of money when your product costs nothing to produce and nothing to ship!” Neil lives in England with his American wife Linda and their family. (Gold): Neil, give us your perspective on the Internet. Why are you so successful? (Shearing): I’m successful because I’m helping people, but really helping them. So many people are angry and frustrated. It’s almost palpable online, as if one were reading minds… People are so frustrated because they have tons of "marketers" flooding their Inbox with yet more offers to make a fortune online, but nothing's working. (Gold): There certainly is an awful lot of that kind of traffic. (Shearing): People are starting to wonder if anyone out there will ever really help them, or if everyone is just trying to take money from them! (Gold): What can you offer people who are feeling that way, Neil? (Shearing): Let’s stop and think for a moment about why they might be failing… Why do they buy the same recycled Internet marketing products from every single marketer on the Internet? (Gold): Good question. Tell us why. (Shearing): Because after they've bought from Joey Marketer, he sends them an email saying that "Billy Bob Marketer" has a great product, go and take a look... So you buy what Billy Bob's selling. Then Billy Bob emails you saying that Tammy Wannabe is selling a super-duper product, so you buy that... and so on and so on. Now of course you know that each marketer who makes a recommendation gets a "kickback," right? They get a commission on each sale, usually about 50% which helps them increase their profits at your expense. I'm going to get into SO MUCH trouble for telling you this, I'll probably never get anyone to promote my products again! Well anyway, now we know why people spend more and more money without actually finding out how to MAKE MONEY! Let's put an end to this madness right now! (Gold): Fair enough. How can your customers do that? (Shearing): One website. With everything an intelligent and ambitious person needs to succeed online. Simple, eh? (Gold): Simple indeed. (Shearing): People have got to stop going around in circles wasting their precious Time and energy! Let's face it, we would all like more hours in the day... more time to enjoy with the kids, more time on the golf course... even more time with the spouse! But at the moment so many people find their Internet business seems to be taking up more and more time, without the fabulous rewards they keep hearing about, right? I know they’re trying to hang in there because people are obviously making fortunes... But they’re getting near the end of their patience, many of them, right? Let me ask you a question. (Gold): Good. Less work for me. Which situation makes more sense? Buying more and more ebooks you'll never read, helping to line the pockets of various Internet marketers without making any money for yourself? Or… Concentrating on one website where everything is made available to help you go from nowhere to success, and where the owner of the site has a real interest in seeing you do well? (Gold): I assume that’s a rhetorical question, the kind you don’t really answer? (Shearing): Why should someone learn from me? A very good question! First, I prove to people that I am successful online. then I show them why most other marketers are lying to them. (Gold): This should be good. Here’s how it goes... The only income for my family is our online business. I do the online stuff, my wife does the filing and organization. We have no other income than what the Internet provides. We bought a house where we put down a deposit of $32,000. Within the first six months we had overpaid on the mortgage by another $24,000! That's a total spent on our house of $56,000 in SIX months! I’m disclosing my mortgage details and not the number of visitors my site gets, or my business turnover, which is what most marketers try to impress you with. Why? Simple. The number of visitors is meaningless if you don't make money from them. You could have millions of visitors and be losing a fortune. (Gold): Ask any dotcom failure. (Shearing): Exactly. The business turnover, or amount of sales, is also meaningless because the marketer may have done a joint venture where they have to pay their partner as much as 70% of the sales. After processing fees, they're left with very little! Many statistics are there just to fool you. Don’t believe them! (Gold): Now it turns around to the customer’s benefit, yes? (Shearing): Right. Let’s cut the hype. Cut the scam. Cut the baloney. Get down to the facts. Get down to business. Of course I cannot guarantee anyone that they can make as much money online as I do. My proof of income is not any sort of guarantee that you will make similar amounts of money. I don't know if a given client has the ambition and determination, do I? Oh, by the way, if you're wondering why I'm not earning millions from the Internet, it's quite simple. I don't want to. I don't want to have a dozen employees. I don't want to be chained to my desk night and day. I don't want the hassle or the stress. I'm happy spending a lot of time with my young son and having quality time with my wife. I'm happy to "get by" on a six figure sum! (Gold): We all have to sacrifice. (Shearing): I will and do help my clients succeed. That's a promise. I've built a site full of everything you'll need to increase sales and profits... (Gold): That is quite a promise. (Shearing): Let me show you what's in my Private Site. (Gold): Yes, please do. (Shearing): First, a 17-page newbie tour! Finally, someone takes you by the hand and shows you exactly what to do to be successful online. I reveal secret tips in this newbie guide which cut through the hype and deliver your route to success in my direct and hard-hitting style. (Gold): Great. What else? (Shearing): Over 300 original mini-articles. I've been writing a newsletter since 1997. It now has 43,000 subscribers. I've archived all of the best articles online. My customer-only original "Super Snippets". Over a dozen super-sharp snippets of information which I previously only sent to my customers. Original long reports full of insights. Over a dozen of these full-length articles with real marketing leverage. A uniquely pervasive Internet success forum. There have been over 4,000 posts to my Forum which is considered one of the best online. You can search all the past posts as well as participate in the lively discussions. (Gold): This is starting to sound like Internet University, both undergraduate and graduate. (Shearing): That’s the idea. There’s a lot more in the package. (Gold): Bring it on. (Shearing): An original video vault. I've personally created videos to show you exactly how I use the software on my desktop to make money online. Hot interviews. If you like to hear from the experts, download one of the many interviews inside the private site. Bonus ebooks. Don't buy ebooks in those "multi packages"- I've got most of them available for free in the private site! Discount directory. Exclusive offers from merchants to my private site members. You won't find these offers anywhere else online! Don't pay full price for anything else! (Gold): We’re not just building and learning now, are we? We’re starting to wheel and deal. (Shearing): That’s right. Best solutions. The exact software and services I use to run my Internet business, from who does my graphics to which autoresponder service I use. You'll find everything laid out here. Cool tools. You know those tools that tell you if a domain name's available, if your pages have broken links, what keywords to use, etc? Don't visit umpteen different websites... we have all those tools in the "cool tools" area. Ad test bed. The results of all the ads I'm running are reported here. Which made money, which lost money, and why. Watch me spend my money and report the results! Expert Help. I've assembled an Expert Panel of over a dozen experts from different fields of Internet marketing. They've agreed to answer your questions on their specialist subjects, for free! This expert panel includes some of the biggest names in the business! (Gold): That’s really extraordinary. The university just became post-doctoral. (Shearing): Wait ‘til you hear about the JV Boardroom. In the Joint Venture boardroom we bring together people with lists and people with products to create joint ventures. You can easily make several thousand dollars in a few hours with a good joint venture... and this is the place to find your perfect partner! The Private Site contains everything described above and we’re constantly adding onto it. One of the most important things to me is that the Private Site is a vibrant, exciting center for Internet marketers to learn, explore and swap ideas. Start your day off at the Private Site and feel the surge of excitement as you head towards your Internet success goals with top-quality people, articles, interviews and videos at your fingertips! If you noticed in the above list, most of the resources in the Private Site are original. This is not a re-hash of anyone else's idea, but tried and tested information from my brain to my clients. (Gold): Along with everything else, your own accountability is built in, too, isn’t it? (Shearing): I have a very good reason for wanting you to succeed! If I truly help you with the information, tools and advice inside the Private Site, you'll be happy to renew your membership, right? You'll be happy to remain a member and learn the latest cutting edge marketing methods that work. If not, you’re gone, as well you should be. So I have a very good reason for helping you succeed! Now compare that with a marketer who sells you a $100 ebook. Once you're sold, what reason does that marketer have to help you anymore? (Gold): Little if any. (Shearing): Exactly. And what's worse is he now sees you as a ticket to more money by recommending all his friends ebooks to you! So choose my private site and I'll prove to you that this is the real deal! To prove it’s the real deal, I offer what I call the "Screaming Insanity Guarantee." (Gold): Tell us the depth of your marketing madness. If you try the Private Site out for twelve months and don't like it, or think it hasn't helped you, email me and I'll send you a check for exactly the amount you paid as a member! (Gold): No strings? (Shearing): No strings. All your money back if you're not happy. Of course, you can cancel your membership at any time if you're not delighted, but if you really "give it a go" and try the Private Site for a year, but still don't think it helped you succeed online, I'll write you a check for every penny you paid! (Gold): Neil, do you have any last words of wisdom? (Shearing): Don't give up. Just don't. Make a start and don't stop. Keep going and going and going and then keep going. Don't stop. Don't question yourself, your tactics, your goals or your path. Just don't stop. The secret to success is simply TAKING ACTION! Also, here’s my lazy man’s quick guide to getting rich online: I: Create a great digital product (ebook/software) II: Start selling. (use ClickBank if you're lazy) ;-) III: Repeat with second and third digital products. IV: Start an affiliate program (Clickbank again) V: Pay associates 50% of any sales. (Gold): Thanks Neil, is there anyone or any site or tool that was that helpful to you? (Shearing): Yes, there is. And I’m very glad to be able to speak up for it, since I wasn’t exactly complimentary about Internet coaching in general. I got great help from http://www.internetmarketingsecrets.com. That’s Michael Campbell’s site. It was very helpful-gave me real insight and real focus. (Gold): Thank you, Neil. Continued success. ______________________________ Quick Summary: That’s quite an amazing package deal. I also found Neil’s sense of balance refreshing, in that he knows what he wants, and what he doesn’t want, that’s a great lesson to learn. I read an appreciation by one author about another who had recently passed on. He said that he had admired the man’s work and been grateful for his friendship. In particular he recalled when they had both been guests at a lavish party hosted by a multi-billionaire. He had said to his friend, joking but serious, that their host probably made more in a month than all their books would ever earn them. That was quite true, answered the departed friend, but still he had more than the tycoon would ever have. How’s that, asked the writer. “I have enough,” came the response. You can visit Neil’s site by clicking on the image below: Edward Thorpe http://the-home-grown-biz-advocate.com http://www.LazyDudePublishing.com Edward Thorpe is universally known as The Laziest Dude on the Internet. Maybe not so lazy after all, since Lazy Dude Publishing owns and operates 11 websites. Edward also publishes the "Lazy Dude 'MEMO' Tip Sheet" - a generic business and life principles email ezine. Edward’s motto is: "He who helps the most people, wins!" True to his motto, his common-sense advice has helped thousands of entrepreneurs. Among all his rousing successes, though, he did suffer one failure. In fact, his very first business venture flopped. (He was nine years old, and had made his first sale at age eight.) (Gold): Edward, aside from that disastrous market misjudgment at age nine, what has been the secret of your success? (Thorpe): Hey, I'm just a regular guy who likes to see other people happy. (Gold): That’s certainly inspirational as far as it goes, but do you think you could take it a little further? (Thorpe): Okay, but I wasn’t kidding. Making other people happy really is my secret. On the next level, it’s kind of a difficult question to answer. As you know, there are many facets involved for successfully completing any undertaking. But let’s see if we can get it into a set of principles… First, I truly believe I can do anything I decide to do. Once I make my decision, I'm prepared to fail (and keep failing) while I test, track and tweak my tactics and strategies until I start getting the results I want. (Gold): I won’t say that sounds pig-headed, but I will say it sounds pretty darned independent. (Thorpe): I don't believe in re-inventing the wheel. At the same time, I like to think for myself. For example, I will follow in the footsteps of those who are already successfully doing what I want to do. But I won’t follow them blindly. I’ll still use my common sense and follow my intuition when I’m testing others advice. (Gold): Is there a principle for treating customers, and is it related to your first statement that you just like to see people happy? (Thorpe): Right on. In all my ventures I strive to treat others as I like to be treated and give them what I would want, if I was sitting on their side of the table. As far as business strategies, I don't look for products or services to sell. I look for segregated groups of buyers and figure out methods to sell them a better version of what they're already buying. Finally, if I become 'stuck' in my testing process, I'm willing to pay for the services of a professional who can help me see my situation through a new set of experienced eyes. (Gold): What about all that independence? (Thorpe): “Ha-ha…sometimes thinking for myself means talking to somebody else and find out what they’re thinking.” (Gold): Tell us how it works, Edward. You want to see us happy, so make us happy. (Thorpe): Well, so there I was. Minding my own business. Reading my email messages. Dreaming of my Internet millions that email after email promised me. All of this money without any work by me. And I’d be rolling in it in just a few short weeks’ time. (Gold): Why does this sound familiar? (Thorpe): Did I say promised me? Did I say millions? Did I say no work? Did I say millions in just a few weeks’ time? Yeah, I'm afraid I did. (Gold): Sounds like a great plan. I bet you were psyched. (Thorpe): Do you think I got excited about how my life was going to change? Get real. I mean come on now. The more I read the more I was jumping up and down. Dude, I'm excited! Here I was about to be rolling in the moola-big-time. And all I had to do was buy these ‘guys’ special, secret, never before revealed money-making information. (Gold): Oh, well if it was never before revealed, it had to make you rich! (Thorpe): You bet! Wow! Everything I ever dreamed of was just sitting there waiting for me. I couldn't wait to get my hot little hands on that-better than owning a McDonalds franchise-secret info. Oh Yeah. I'm excited. But here's the rest of the story... All this kind of marketing is selling crap. Pure el-crapola. Because there just ain't no special secrets to making money. (Gold): No, don’t tell me, say it ain’t so! (Thorpe): You'll never receive money by doing nothing. And nobody can make you a promise of riches. No one has any idea what you're capable of doing. (That probably includes yourself!) Please don't waste your money or your time on info that promises you wealth or success for doing nothing. And don't waste your money or your time on chasing money-making secrets. There just aren’t any secret formulas. There are, however, tactics and strategies you don’t yet know how to use. (Gold): And now you’re going to tell us how to really make money on the Internet … (Thorpe): Of course you can make money on the Internet. Lots of money. But there's no damn secrets involved! I'm sick and tired of Internet novices getting reamed by the no-conscience jokers that promote this junk. It's one of my peeves. (Gold): Maybe even a pet peeve. (Thorpe): Like call waiting. Man, I dislike call waiting, don’t you? (Gold): I’ll let you know soon as I take this call… (Thorpe): If I'm put on hold for call waiting I simply hang up. And I don't care who I'm talking to. It could be George Bush or a potential client. Screw ‘em. Let ‘em get back to me. Or not. My time is too valuable for that. (Gold): We all value our time, or we should. (Thorpe): Yeah, I want you to value your time, as well. By the way, you don't have to change who you are to make money. You don't have to pretend you're someone you're not. Life's too short for buying into the “I’m OK but you need my help to succeed” marketing offers. Look, I have no problem with people running their business as they see fit. I have a full-time job keeping myself on the good side of me. On the same time, I don't want your readers taken by the Internet marketing rascals who make their living selling false hope to inexperienced people. If you're uncertain you’re making the right decision, you probably shouldn’t take action until you get more information. (Gold): So you do direct consulting? (Thorpe): That’s the mission of Lazy Dude Publishing: to find, help and support people who want to make extra money so they can retire, and people who want a second income, start up a profitable business on their part-time. (Gold): So the one big, true, absolutely surefire secret to making money on the Internet is that there is no secret? (Thorpe): Exactly. There are no money-making secrets. Making money on the Internet is pretty much like making money off the Internet. Target a market. Find out their problems. Find a solution to those problems. Make your target market aware of your solution. Work with the ones who raise their hands. Follow a system. Track everything you do. Watch your cash flow. Give more value than you take. Follow up. Re-sell value to your buyers. Become a problem solver. Above all, be yourself. Enjoy what you're doing. Never compromise your morals to make a business deal. Pick your associations wisely. (Gold): So altogether, Edward… (Thorpe): Altogether, to sum this up, if your loved ones wouldn't like what you're thinking of doing, just say no. (Gold): What did you say “yes” to? I mean, Edward, what sites or products or mentors were important in your finding your way? (Thorpe): Well, in general, like I said, I do pay attention when people are giving good advice. But in particular, there were three folks who really helped me… David Valliere’s online business training course “You Can! Make Your Living Online!” at http://www.e-biz4u.com Marlon Sander's 'Amazing Formula' http://www.amazingformula.com And finally Jim Martell's excellent 'Affiliate Marketers Handbook' located at http://www.work-at-home-net-guides.com (Gold): Thank you, Edward, very much. (Thorpe): You’re welcome Matt. By the way, I have a special wish for all your readers: My wish for your readers is vibrant health, enough money to do what they want, when they want, for as long as they want, with whom they want! Secondly, I hope readers have found something here to help them get their Internet Home Business up and making money. And finally, I'm truly honored to have spent this time with you. (Gold): What’s that great sign-off you use on your site? Something about “lessons and hits”? Share that with us. (Thorpe): Until we talk again, may all your failures be lessons learned and your successes runaway hits! (Gold): Amen. Thanks again, Edward. ______________________________ Quick Summary: Two pieces of great advice there: look for a market, not a product. Meaning find a group of people with a problem and solve it, not a swell new left-handed melon-baller. And the second piece of great advice is: never put Edward Thorpe on hold! Actually there was a wealth of wonderful advice there. He went through it so fast, it’s easy to lose the beauty of it. Find a market with a problem; solve the problem (there’s your product). Get out there with the product. Track everything. Give more value than you get. And be yourself. Great stuff. It’s like Ralph Waldo Emerson wrote a sales manual. You can visit Edward’s site by clicking on the image below: David Garfinkel www.copynewsletter.com "The World's Greatest Copywriting Coach" is how David Garfinkel is widely recognized. He is very often "the guru's ghost," the source of the copy that turns words into money for major Internet marketers. David is also the author and narrator of Killer Copy Tactics, the Web's first and only totally interactive audio/visual learning system for writing killer sales copy. Here he gives us some coaching on headlines -- how they work (and don't), what it takes to turn out great ones (or to recognize them). David has written (very successfully) just about every kind of headline there is -- news, media advertising, killer sales letter. So listen up! (Gold): David, what's the first thing you need to know about writing killer copy, or about how to contract for it and recognize it? (Garfinkel): Masters of marketing know a secret that most business people don't. It's so basic that it's obvious when you know it, but it's so powerful that's it’s deadly for your business when you don't know it. I'm going to share it with you now. You can go from losing money to making money-sometimes, a lot of money-just by changing a few words. What words are those? The first words... in any letter, ad or Web page. The words that make up the headline. Recently I was speaking to a business group about writing killer copy, and to make my point, I took that day's edition of USA Today and covered up all the headlines on the front page with inch-wide white correction tape. I held it up and asked them: "What's wrong with this newspaper?" Immediately, they all blurted out together: "No headlines!" "Then why," I asked, "do so many of your ads not have headlines?" It's a fact: web pages, sales letters, promotional emails, pop-ups-there are countless pieces of commercial communication out there with no headline at all! Nothing to stop or interest the reader, nothing to think about, just a bunch of text that you have to squint to read. (Gold): Come to think of it, you're right. And come to think of it, that doesn't make any sense, does it? Now, David, sometimes the obvious question is the one that gets the important answer, so I’ll bit-why are headlines so important? (Garfinkel): We have been conditioned to decide what to read based on the effect a few choice words have on our thoughts and our feelings. With books, it's often the title. With articles in the newspaper, it's the words in a headline. With a magazine on the newsstand, it's the headlines on the cover. Whether we know it or not, whether we stop to think about it or not, we decide whether or not to read ads, letters and Web pages the same way. So, if that's the case, you might ask, how do you write headlines to make people want to read your copy, and get interested in doing business with you? (Gold): I might well ask just that. So what's the answer? It's so simple. Not easy, necessarily, but simple-make your headline create a vivid picture and/or stimulate a strong feeling. Now, doing business and getting business are very different. In doing business, many of your conversations are logical and factual. That's the nature of business, after all. To do otherwise would be considered "unbusinesslike." However, about the worst thing you can do for your promotion, for getting business, is to have a strictly factual, logical headline at the top of your Web page, letter, ad, flyer or postcard. Oh yes, the headline has to be believable and make sense. And what your headline says has to be supported by logic and facts later in your promotion. But all that, though very important, is secondary to the underlying emotion. The purpose of your killer copy headline is to stir the emotions of your prospect in the direction of buying what you have to sell. And most immediately, it is to get your prospect interested in reading what comes next in your copy. (Gold): Give us an example, just off the top of your head. (Garfinkel): Sure. Here's a hypothetical. Say you're promoting a product that helps children do better at school. First, an ineffective headline: "Children who don't do well at school will have many problems later on in their lives." Perfectly true, of course, unarguably true, and right on the crux of the matter. But an absolutely terrible headline. Now, a more effective headline: "'Daddy! Daddy! I got straight A's!' he said proudly. Suddenly my son's future was looking much brighter..." Notice how the first headline states a fact but does not stir emotions. The second headline, using the same number of words (17), conveys (a) excitement (b) pride and (c) hope for the future. And, it creates a beautiful scene in the reader's mind of a happy parent-child situation. When you are preparing or reviewing a promotion, take the time you need, or get the help you need, to write a great headline. Get something that creates a vivid picture and stimulates strong feelings, something that engages and stimulates the mind of your prospect. Use headlines that make your prospect instantly understand your most important benefit. One of my favorite pieces of advertising is a headline (and an old slogan) for a plumbing service. I'm not that big on plumbing, personally-it's the kind of thing you wish would work perfectly all the time so you never have to think about it! Why, then, am I so fond of an old plumbing headline? Because it's a great example of making your prospect instantly aware of the benefit of your service. The company is Roto-Rooter. The headline is as follows: "Call Roto-Rooter-that's the name-And away go troubles, down the drain!" Wow - is that perfection in a couple of lines, or what? You get: 1) A call to action 2) Company identification and 3) A visual description of the benefit. That's hard to beat! If you've ever had a stopped-up drain, you know exactly why this would be of benefit to you! (Gold): Yeah, that is hard to beat. How do you know when you've got a headline that's going to do that kind of job for you? (Garfinkel): Sometimes you just know it, but sometimes you have to test it. In fact, come to think of it, you should test the headline even when you know you've got it, especially when you know you've got it. Show your headline to people who are unfamiliar with your product and company, but who would be good prospects for what you are selling. (That's important-you don't want the opinion of people who aren't in the market for your product.) See how slowly or quickly they understand what you are saying-especially, what would be the benefit to them. Keep rewriting your headline until these people instantly "get it!" Here's another good tip. Make your headline pass the "Shortcut Test." Imagine all you were allowed to run was just your headline plus a toll-free number. Ask yourself this question: Would it generate inquiries for you in that form, just the headline and phone number? (Gold): Maybe you would share an example from your own work? (Garfinkel): Sure, okay. Let's take the headline and subheadline from a long-copy print promotion for my product called Killer Copy Tactics: Money-Making Secrets Every Business Owner Needs For years, sales copywriting experts have quietly made millions with these little-known secrets. Now you can use this information yourself. Call (000) 000-0000. Read it again, and ask yourself if these words alone, printed in the right location, wouldn't prompt qualified prospects to call for more information? The art of writing headlines is a special skill well worth the time and effort it takes to develop. There are many well established statistics in direct marketing that bear repeating here. Consider some of these proven facts... Five times as many people read the headline as read the ad or letter. Changes in headlines have produced documented increases in sales of 200%, 500% and, in one extreme case, 1,850% more sales! Don't be surprised if you find yourself writing maybe 15, 20 headlines before you hit on the one you decide to go with. As I said at the beginning, it's simple but it's not easy. And don't worry about the "leftovers." Nothing is wasted, because very often your draft headlines work well here and there as part of the selling copy itself. (Gold): Aside from writing killer copy yourself, what do you think is most important in your success? (Garfinkel): Publishing has been key for me. It's publishing articles, ebooks, books, info products, teleseminars... Information in all kinds of forms that has your name on it. People see you, and they see your thoughts. They see that you know what you're talking about, and that you know what you're doing. When they see it often enough, they think, "I want that guy thinking for me." (Gold): Can you share with us a product or service, or a website that was instrumental in helping you along? (Garfinkel): I'd be delighted to do that. Ken Evoy's "Make Your Site Sell" (www.sitesell.com) opened my eyes to the possibility of using direct response copywriting profitably online. It made a huge difference for me. (Gold): What last piece of advice can you offer the aspiring Internet entrepreneur? (Garfinkel): Become a student of headlines and a connoisseur of great headlines. Collect them, think about them, and practice writing them. The reward for your efforts will show up every time you get another order or inquiry that you never would have gotten if you didn't make the effort! ______________________________ Quick Summary: That was a great chalk talk from a great copy coach. There's more of David’s valuable thinking about copy and copywriting at www.copynewsletter.com (And there’s an infinite wealth of information in the newsletter itself!) How right he is. And how simple it always is when somebody who knows gives it to you straight. It's always finding that connection isn’t it? From brushing our teeth to tucking the kids in, we don't really do anything just to do it; we do it because of what it means. When your copy talks to people on that level, they're going to listen, and they're going to respond. You can visit David’s site by clicking on the image below: Jay Conrad Levinson www.gmarketing.com Jay Conrad Levinson is the author of the best-selling marketing series in history, “Guerrilla Marketing.” He has written an additional 31 business books. All told, his books have sold 14 million copies worldwide in 41 languages. They are required reading in many MBA programs. Jay taught guerrilla marketing for ten years at the extension division of the University of California in Berkeley. He was a practitioner of it in the United States-as Senior Vice President at J. Walter Thompson, and in Europe as Creative Director of Leo Burnett Advertising. He is the Chairman of Guerrilla Marketing International, a marketing partner of Adobe and Apple. His articles and columns have appeared in Entrepreneur Magazine, Inc. Magazine and websites of Microsoft , Netscape, America Online, Hewlett-Packard and American Express. (Gold): Jay, can we talk a little about ‘The guerrilla entrepreneur’? (Levinson): Sure. The guerrilla entrepreneur knows that the journey is the goal. He also realizes that he is in control of his enterprise, not the other way around, and that if he is dissatisfied with his journey, he is missing the point of the journey itself. Unlike old-fashioned enterprises, which often required gigantic sacrifices for the sake of the goal, guerrilla enterprises place the goal of a pleasant journey ahead of the mere notion of sacrifices. (Gold): So you have to have a certain balance? And it would seem that the balance has to be a pretty high level personally. (Levinson): The guerrilla entrepreneur achieves balance from the very start. He builds free time into his work schedule so that balance is part of his enterprise. He respects his leisure time as much as his work time, never allowing too much of one to interfere with the other. Traditional entrepreneurs always placed work ahead of leisure and showed no respect for their own personal freedom. Guerrillas cherish their freedom as much as their work. (Gold): What’s the biggest shift you have to make to achieve that balance? (Levinson): Stop being in a hurry. The guerrilla entrepreneur is rarely if ever in a hurry. A false need for speed frequently undermines even the best-conceived strategies. Haste makes waste and sacrifices quality. The guerrilla is fully aware that patience is his ally, and he has planned intelligently to eliminate most emergencies that call for moving fast. His pace is always steady but never rushed. (Gold): Let’s back it up a step. Where is all this peace and contentment coming from? (Levinson): The guerrilla entrepreneur uses stress as a benchmark. If he feels any stress, he knows he must be going about things in the wrong way. Guerrilla entrepreneurs do not accept stress as part of doing business and recognize any stress as a warning sign that something's the matter-in the work plan of the guerrilla or in the business itself. Adjustments are made to eliminate the cause of the stress rather than the stress itself. (Gold): How do you avoid stress, or maybe even eliminate it, while still getting the work done? (Levinson): The guerrilla entrepreneur looks forward to work. He has a love affair with his work and considers himself blessed to be paid for doing the work he does. He is good at his work, energizing his passion in a quest to learn more and improve his understanding of it, thereby increasing his skills. The guerrilla doesn't think of work as a marriage; he has asked himself what he’d do if he didn’t need any money, and then he does that thing - for money. (Gold): Even when the guerrilla has himself and his own work well under control, what about the expectations of others? No one works in a vacuum. (Levinson): The guerrilla entrepreneur does not kid himself. He knows that if he overestimates his own abilities, he runs the risk of skimping on the quality he represents to his customers, employees, investors, suppliers and fusion partners. He forces himself to face reality on a daily basis and realizes that all of his business practices must always be evaluated in the glaring light of what is really happening, instead of what should be happening. (Gold): What else keeps the guerrilla centered and focused? (Levinson): The guerrilla entrepreneur lives in the present. He is well-aware of the past, very enticed by the future, but the here and now is where he resides, embracing the technologies of the present, leaving future technologies on the horizon right where they belong-on the horizon until later, when they are ripe and ready. He is alert to the new, wary of the avant-garde, and wooed from the old by improvement, not merely change. The guerrilla entrepreneur understands the precious nature of time. He doesn't buy into the old lie that time is money and knows in his heart that time is far more important than money. He knows that instead, time is life. He is aware that his customers and prospects feel the same way about time, so he respects theirs and wouldn't dare waste it. As a practicing guerrilla, he is the epitome of efficiency but never lets it interfere with his effectiveness. (Gold): How do you resolve the ongoing conflict, or potential conflict, between efficiency and effectiveness? (Levinson): Planning. The guerrilla entrepreneur always operates according to a plan. He knows who he is, where he is going, and how he will get there. He is prepared, knows that anything can and will happen, and can deal with the barriers to success because his plan has foreseen them and shown exactly how to surmount them. The guerrilla reevaluates his plan regularly and does not hesitate to make changes in it, though commitment to the plan is part of his very being. He chooses effectiveness over efficiency every time. (Gold): Totally committed but constantly reevaluating. That sounds like a definition of flexibility. (Levinson): The guerrilla entrepreneur is flexible. He is guided by a strategy and knows the difference between a guide and a master. When it is necessary to change, the guerrilla changes, accepting change as part of the status quo, not ignoring or battling it. He adapts to new situations, realizes that service is whatever his customers want it to be, and knows that inflexible things become brittle and break. (Gold): With such flexibility, is there a goal that you can keep constantly in mind, one that allows for the flexibility and the inevitable change? (Levinson): The guerrilla aims for results more than growth. He is focused upon profitability and balance, vitality and improvement, value and quality more than size and growth. His plan calls for steadily increasing profits without a sacrifice of personal time, so his actions are oriented to hitting those targets instead of growing for the sake of growth alone. He is wary of becoming large and does not equate hugeness with excellence. (Gold): As much as a new inner attitude, it sounds like this way of working needs a new way of relating to associates as well. (Levinson): The guerrilla entrepreneur is dependent upon many people. He knows that the age of the lone wolf entrepreneur, independent and proud of it, has passed. The guerrilla is very dependent upon his fusion business partners, his employees, his customers, his suppliers, and his mentors. He got where he is with his own wings, his own determination, his own smarts, and, as a guerrilla, with a little help from a lot of friends. (Gold): What fuels interaction for the guerrilla? How does he or she maintain the openness needed to relate to others in this productive way? (Levinson): It’s a passion and a drive for learning. The guerrilla entrepreneur is constantly learning. A seagull flies in circles in the sky, looking for food in an endless quest. When it finally finds the food, the seagull lands, then eats its fill. When it has completed the meal, the seagull returns to the sky, only to fly in circles again, searching for food although it has eaten. Humans have only one instinct that compares: the need for constant learning. Guerrilla entrepreneurs have this need in spades. (Gold): So for all the balance and gentle pacing, there is passion at work here, too… (Levinson): Of course. The guerrilla entrepreneur is passionate about work. He has an enthusiasm for what he does that is apparent to everyone who sees his work. The enthusiasm spreads to everyone who works with him, even his customers. In its purest form, this enthusiasm is best expressed as the word passion-an intense feeling that burns within him and is manifested in an unmistakable devotion towards his work. The guerrilla entrepreneur is focused on the goal. He knows that balance does not come easily, and that he must rid himself of the temptation to take shortcuts. The entrepreneur never thinks of retirement, for never would he want to stop doing work the loves. He’ll cut work back but never cut work out. (Gold): If his passion burns bright enough, and thus is shared by those around him, then the enterprise becomes truly formidable. (Levinson): Strength throughout keeps it formidable. The guerrilla entrepreneur has no weaknesses. He is effective in every aspect of his enterprise because he has filled in the gaps between his strengths and talents with people who abound in the prowess he lacks. He is very much the team player and teams up with guerrillas like himself who share the team spirit and possess complementary skills. He values his teammates as much as old-fashioned entrepreneurs valued their independence. (Gold): Even though growth is not a goal unto itself, though, it sounds like growing by partnering is very much part of the model. (Levinson): The guerrilla entrepreneur is definitely fusion-oriented. He is always on the alert to fuse his business with other enterprises in town, in America, in the world. He is willing to combine marketing efforts, production skills, information, leads, mailing lists and anything else to increase his effectiveness and marketing reach while reducing the cost of achieving those goals. His fusion efforts are intentionally short-term and rarely permanent. When forming his alliances, instead of thinking marriage, he thinks fling. If it was mutually enjoyable, he’ll do it again. To do this, he must remain focused upon his journey, seeing the future clearly, at the same time concentrating upon the present. He is aware that the minutiae of life and business can distract him, so he does what is necessary to make those distractions only momentary. (Gold): In that respect, and overall, this way of working and way of relating takes a lot of discipline and commitment. (Levinson): Yes. The guerrilla entrepreneur is always disciplined about the tasks at hand. He is keenly aware that every time he writes a task on his daily calendar, it is a promise he is making to himself. As a guerrilla who does not kid himself, he keeps those promises, knowing that the achievement of his goals will be more than an adequate reward for his discipline. He finds it easy to be disciplined because of the payback offered by the leisure that follows. The guerrilla entrepreneur is well-organized at home and at work. He does not waste valuable time looking for items that have been misplaced, so he organizes as he works and as new work comes to him. His sense of organization is fueled by the efficiency that results from it. While he is always organized, the guerrilla never squanders precious time by over-organizing. (Gold): In the last analysis, Jay, what is the most important attribute that the guerrilla needs at all times? (Levinson): The guerrilla entrepreneur needs an upbeat attitude. Because he knows that life is unfair, problems arise, to err is human, and the cool shall inherit the Earth, he takes obstacles in stride, keeping his perspective and his sense of humor. His ever-present optimism is grounded in an ability to perceive the positive side of things, recognizing the negative, but never dwelling there. His optimism is contagious. (Gold): How did you get there yourself, Jay? What has been the key? (Levinson): The greatest contributor to my success online has been the wisdom willingly shared by others online. I believe that time has also been my ally. Had I expected instant results, I would have been devastated. But I was in no hurry, and that patience has been my ally. Finally, I credit my ability at listening to others for my online success. However willing others may be to help, you can’t learn if you don’t listen. (Gold): Is there a particular mentor or philosophy that was especially useful to you? (Levinson): I owe a lot to an especially influential book about marketing. “Permission Marketing” by Seth Godin. Another mentor, Howard Gossage, showed me how much fun business can be, but my main teacher was advertising genius Leo Burnett, who taught me that if I reach for the stars, I’m not likely to get one, but I’m even less likely to come up with a handful of mud. (Gold): Thank you for the primer in Guerrilla Entrepreneurship, Jay. ______________________________ Quick Summary: Well, there are some really amazing thoughts. The journey… the value of time… balance as the most important goal, more important even than growth… complete commitment to an objective but coupled with flexibility because, after all, stuff will happen… patience and pacing, never hurry… being comfortable depending on others. The culture and the counter-culture don’t have to be so far apart, do they? You can visit Jay’s site by clicking on the image below: Mike Glaspie www.Zabang.com Michael T. Glaspie, or Mike G as he is known online, is Chairman and Founder of one of the nation’s largest privately held Internet service companies. Webnet International is the parent of a synergistic group of independent companies providing Internet advertising services. The family of companies has a membership and subscriber base of nearly a million and a half people. All the Webnet International sites-MySiteInc.com, FreeLinksNetwork.com and several others-are in the top 1% of all websites for total visits. Mike has been a direct marketer for two decades. He is the author of four books and three home study courses. The courses include over fifty hours of audio cassette instructional material and twenty hours of live "marketing through technology" bootcamp video recordings. (The bootcamps have all sold out at $5,500 a seat.) (Gold): Mike, you're famous for building memberships and subscription bases. Can you share some wisdom with us about that? (Glaspie): Sure. A web site marketer's most important objective, of course, is to get unique new visitors. But right behind that, his second most important objective is to capture the name and email address of as many visitors as possible. That's the raw material for developing future sales. Those people are your marketing universe. If you can successfully collect a huge percentage of your visitors' contact information, your web site sales can grow dramatically. But-and here's the key-you must take the time to develop an effective and non-intrusive email collection method at your site. And then, of course, you must stay in touch with your visitors, and often, or you've wasted the contact. (Gold): What's best way to pull the information, Mike? (Glaspie): Here's how to collect that contact information. It's hardly a new idea, but it keeps on working-offer a free newsletter. It's been said that inside everyone is a book. Well, inside every webmaster marketing a product or service is a newsletter waiting to be born. Don't worry about being a pro at prose. Just write it the way you feel, think and speak. Send it to your prospects. You know they will find it interesting, because you know what you're talking about and they are interested in the subject, or they wouldn't have signed up. (Gold): Tried and true. What's another good address hook? (Glaspie): You can offer a free report that deals very specifically with your area of expertise. The report will help establish your credentials with your subscribers, and of course it's a perfectly proper opportunity to toot your own horn. Write the report yourself, assuming you really know what you're talking about. Giving it your own voice establishes a personal relationship with the subscriber as well as authority. Flag it on the site, and offer it to subscribers only. Send it to visitors via autoresponder after they enter their e-mail addresses, or give them access to separate pages with the information. (Gold): What if you're not selling your own goods? Does the report route still work if you're a middleman for other people's products or services? (Glaspie): Yes, absolutely. You can certainly still offer a report. Assuming, then, that you're not an expert yourself, collect articles covering the product or service you are offering. Repackage them into the form of a free report and make them available. Sear doesn't make tires, after all, but they know all about them. (Gold): Free software? (Glaspie): Oh, sure, that's great. If your web site deals in software, offer a free downloadable trial version. That's a terrific opportunity to have your name and site in front of them every time they open the program. (Gold): How else can you get the products involved, whatever they might be? (Glaspie): Offer a free membership discount club. Turn your creativity loose on this one. Offer free club memberships, and give members exclusive access to free and closeout items or limited availability specials. This can also work even if you don't own the merchandise. Just negotiate it into the JV. Everybody wants to move the goods after all. Another way to go is to offer a free drawing, open to every visitor. Make the grand prize your site's product or service--or better yet, the winner chooses from any of the products or services you offer. Depending upon traffic levels, hold drawings at least once a month. This is an especially smart tactic, because it builds the product profile at the same time as it gathers customer information. A free drawing lends your product or service a higher perceived value in the prospect's eye. (Gold): Not to be too picky, but what about the customer who has already paid full freight for the product? Is she eligible for the drawing, too. (Glaspie): You bet. And make the point on your registration page that if a paying customer wins, the purchase price will be rebated. That again raises the value of the product, and of course it reassures the actual buyer. Merchandising your site can be part and parcel of the same strategy. (Gold): How does that work? (Glaspie): Once you've created your free items--newsletters, reports, products, whatever--put a button on your site for other web marketers to use to offer the freebies at their sites. By doing so, they can be perceived as offering their visitors something of value, and can use your offering to attract visitors to their sites. This works just like a powerful affiliate program, but you never pay for a referral. Instead of having to pay other web marketers for their referrals, they use your freebies to attract visitors and enhance their sites. Here's yet another twist on the same idea... In exchange for offering your freebie, offer other web marketers a reciprocal link to their sites. At a site I co-founded, the BannerCo-op, we set up a recommended resources page just for this purpose. (Gold): That's a great crash course in how to draw prospects, Mike. One last question--looking at your whole empire of sites, what do you think is the biggest factor in your success? (Glaspie): Interesting question to go out with. I just spoke about Banner Co-op. Another banner site, www.BannersGoMLM.com, teaches the key to my success. The biggest single thing in my success has been the ability to write compelling sales copy. And that is a skill that anyone can learn, truly. Go to: www.BannersGoMLM.com/salesletterskills to receive some free copywriting lessons. _______________________________ Quick Summary: Several gurus have shared their secrets on building traffic. Now here’s the lowdown on how to convert traffic to subscribers and so get shoppers into your database. There has to be a benefit to the reward, and it has to be closely related to the product or service or the area of knowledge involved with the product itself. Also, it should carry your personality in some way and to some degree, so that you build both some authority and some friendship with your prospects. And all, or most, of those data-building tactics can be employed even if it’s not your merchandise. There again, and seemingly always in net-based business, where’s there’s a will, there really is a way. You can visit Mike’s site by clicking on the image below: Diane Hughes http://www.NetProfitSecrets.com Diane morphed from publishing a newsletter and an e-zine into a major marketer in her own right. It all grew from the first newsletter list and exploded out from there. Now she is a past master of all the online business building techniques-seminars, joint ventures, consulting-and the offers just pour in. Her latest enterprise is the powerful NetProfitSecrets, an elite coaching team made available to only 500 marketers. Unique benefit and compelling urgency built right into the concept itself-beautiful. (Gold): What’s right and wrong about how people are dealing on the Internet, Diane? (Hughes): A lot of people aren’t walking the talk… I saw a television commercial the other day. It actually made me laugh out loud. It wasn't funny "ha ha," it was funny ironic. A local telephone service provider was singing its own praises about what wonderful service it provided. "Yeah, sure!" I thought. I used to live in the area that this particular provider covered, and I know for a fact their service is anything but wonderful. (Gold): But that can’t happen in the brave new world of the Internet, can it? (Hughes): I wish. Many online business owners commit the same sin. They make a point to tell their visitors what exceptional service they'll receive, how quick they'll be responded to, how innovative their products are, or a hundred other promises. Then, when a complaint comes in, or phone messages are left, nothing happens. They don't walk the talk. How many times has it happened to you personally? You ordered a product or service from the Net. You had a problem or a simple question. You called the customer service number (or sent an email) and-nothing. How did you feel? Most likely irritated, frustrated, and taken advantage of. (Gold): How long does it take to catch up with the company? (Hughes): It's extremely popular to give claims of customer service right now. The Net has suffered from a "Wild, Wild West" syndrome far too long and surfers are demanding the attention they deserve. However, simply making claims will do you more harm than good. Don't promise what you can't deliver. (Gold): What claims tend to be empty, or what ones are especially dangerous from the marketer’s point of view? (Hughes): If you say your product or service "will do” something, make darn sure it does-every time! If you offer "24/7 service," be prepared to answer emails or phone calls cheerfully and graciously at 3:00am when someone overseas phones you. (Gold): 4 X 4 on 24-7. What else? (Hughes): If you make claims of giving "100% satisfaction guaranteed" refunds, get ready to fork over the money without asking any questions whatsoever. "I wasn't satisfied" is all the customer has to tell you to take advantage of your offer. UNDER promise and OVER deliver. If you "think" you can get back to customers within 24 hours, tell them it will take 48 hours. This way, when you call them sooner, they'll be thrilled with the attentive service you offer. (Gold): Can you test some of these things in advance? (Hughes): Yes, and you should. Stop and think. Before putting any claims on your site-service, delivery, refunds, product features, service benefits, ANY claims-have an outside party check behind you. Does it work? Is it fast? Are you cheerful? Will it actually wake me up, start the coffee, and heat the water for my shower all at the same time? If not, don't put it in your copy. (Gold): Sounds like it’s time for bricks-and-mortar reliability, and responsibility. (Hughes): Online customers have had enough. They are paying more attention online, and more money, and they are expecting more from the Web businesses they deal with. Above all-use ethics, manners, and good common sense in your business dealings. Stand behind what you say. When you do, you'll find the profits from your long-term relationships and the increase in your reputation will far outweigh any short-term sales trends. (Gold): Tell us an effective way to put those right business ethics into profitable action. (Hughes): We’ve all heard those who have Internet business-success stories proclaim, "Nothing will make you as much money as building a responsive list!" They’re all quite right. The trouble is, though, most people won’t let you in on their secrets for building these goldmines. (Gold): Are you going to let the cat out of the cyber-bag? (Hughes): Why not? In reality, building a strong list isn’t all that hard to do. Here are some proven techniques you need for building a responsive list. Let’s take it step by step, to develop a subscriber base you can generate revenue from for years to come. (Gold): Beautiful. Where do we start? (Hughes): One of the biggest mistakes I see people make when trying to build a list is to not understand their subscribers. Once you’ve decided what topic your newsletter will revolve around, take time to interact with your prospective subscribers. Ask them what they want to read about. Find out where they are struggling. Research their needs diligently. This is the only way you’ll be sure to provide what your subscribers really want. (Gold): Can you share some hot research tools? (Hughes): One great idea is to use www.surveymonkey.com to conduct a survey. Ask several questions in order to find out as much as you can about your subscribers (or future subscribers). (Gold): What are some especially useful questions? (Hughes): Male or female… Occupation… How long have you-whatever, like, How long have you been in business, or owned your pet, or how long have you been designing stained glass windows, or whatever relates to the topic of your e-zine or newsletter… (Gold): Can the survey get more specific, and maybe more commercial? (Hughes): Oh, yes. Ask them, What are the three areas you struggle with most in regard to whatever the right topic or business is… (Here’s a good one) What information have you been searching for but been unable to find? What article topics would you like to see in the zine or the letter? And whatever else you can think of. Based on what you want to know, you have a pretty good idea of what they want to know, so go ahead and ask. (Gold): Okay, we’ve got useful info coming back from the surveys. Now what? (Hughes): Once you’ve gotten the information you need from your subscribers, don’t waste it! Use the information to offer something of value. Did you find from your survey that most of your subscribers are professional women with children who are interested in timesaving tips? Then give them tips! Not worn out, everyday, ordinary tips. Take the time to create or research innovative tips designed specifically to help professional women with children live more productive and stress-free lives. If you deliver a newsletter that’s disappointing in the eyes of your readers, you’ll soon find your subscriber base will dwindle down to nothing, so go all out! (Gold): We’ve converted the research into real and actionable benefits. Now what happens? (Hughes): The next step has three parts-Promote, promote, promote! Yes, you’ll want to put subscription boxes throughout your own website to drive subscribers to your list. But don’t stop there. There are virtually TONS of e-zine directories and e-zine announcement lists online that can dramatically increase your number of subscribers. Here’s just a short list. You can quickly search any search engine to find more e-zine directories. http://www.ezinelocater.com http://www.ezinehub.com/add.html http://www.lifestylespub.com http://www.ezinesplus.com http://www.e-zinez.com http://www.inkpot.com/zines/ http://www.ideamarketers.com http://www.list-a-day.com http://www.zinos.com (Gold): Right with you. We’re offering real value, and we’re getting out there. Next? (Hughes): Now be a dependable resource. Word of mouth spreads quickly about newsletters and e-zines that actually offer solid, dependable content and resources. Make sure you are one of them! With each issue, take time to do your best work yet. Offer original articles or new reprints (not articles that are months old), plus resources that you have checked out yourself and approve of. Your subscribers will soon develop a sense of trust and loyalty and will repay you for your time by buying from you. (Gold): Great. Now the list is qualified, large and loyal. Are there pitfalls for to watch out for? (Hughes): A word of caution: don’t-do not-as in negative-endorse every new ebook, software product, or affiliate program that comes down the pike. Be selective. Remember, once your subscribers realize what an honest and true publisher you are, they’ll gladly trust your opinions, purchase those products you selectively recommend, and refer your e-zine to others they know. Remember their trust and act accordingly. (Gold): Thank you, Diane, powerful advice. As you just reminded us, authoritative endorsements are very powerful. What sites or tools or courses can you recommend as having had real and positive impact for your success? (Hughes): Yes indeed. Here are three sites that helped bring my business to new levels… http://www.macromedia.com... http://www.pushbuttonpublishing.com... http://www.reprintrightseverymonth.com. ______________________________ Quick Summary: One more way that the marketer can reach out and understand the prospect. Construct a survey to give you reliable insight into your customers’ frame of mind and their desires, and that in turn lets you build a real rapport with your prospects, thus making your communication vehicle (and therefore your list) rock solid. And isn’t Diane absolutely right about backing up our claims? What is commerce, online or off, if it is not based on trust and responsibility? Do you ever get tired of worrying about the customer? Was it John Wanamaker who said “The customer is always right”? I saw a great cartoon in The New Yorker years ago, with a department store manager instructing a salesperson more or less as follows: “The customer is always right, Fletcher. She may be misinformed, unreasonable, pig-headed and insufferable, but she is never wrong!” You can visit Diane’s site by clicking on the image below: Alex Sampson www.ultramarketing.com The stereotype success story for an Internet marketing guru, the one that supposedly never really comes true, so watch out when somebody promises it... You know, six-figure income while you lounge in your hammock on your own tropical island-that one? Well who says it can't come true? Alex Sampson runs his Internet empire from his sumptuous home in Trinidad, WI. Okay, maybe Alex doesn't spend all that much time in the hammock, and maybe he grinds out killer copy for hours every day, but hey, two out of three is not bad! At the age of 23, Alex has already shown extraordinary networking skills, (building JVs fast and smoothly), amazingly insightful marketing psychology and, above all, lethal killer copy (one time writing a letter that converted 22% of raw visitors into credit card in hand buyers). (Gold): Alex, it’s just meteoric - what’s the biggest thing that makes you so successful? (Sampson): In all fairness I don't think that there's any one factor that is responsible for anyone making a significant mark with their online business. I do think, though, that there are a few things that will almost always end up in most people's top five. (Gold): Let’s hear them. (Sampson): I remember one time years ago hearing Dan Kennedy say that there is no such thing as the 'perfect product'... And even if there was such a thing, a month, a year, 5 years down the road, you are going to be unhappy with what is today's 'perfect product' anyway, so don't bother even trying to create it in the first place. Now I'm not sure if that will smack any of your readers as being a big million-dollar point… (Gold): If they’re reading with any sense it will, I think I see where you’re going. (Sampson): This isn’t like, you know, learning to write copy, or testing, or finding a good niche market or any of the other great tips I am sure some of my colleagues would give, but I can tell you this... If this advice doesn't 'wow' you now, it will, sooner or later. And I'll tell you this... In my mind the SINGLE biggest thing that was different between the "knocking-my-head-against-the-wall-ain't-making no-money-online" Alex and the "quit-his-job-full-time-internet-marketer" Alex is that I finally started to get stuff OUT THE DOOR. (Gold): Wow, that’s the thing, isn’t it? Following through and making it happen. (Sampson): A genius friend of mine, John Reese, has this thing he says that I'll paraphrase... 100 projects 95% complete and 98% perfect will never make as much money as 1 project 100% complete and 80% perfect. (Gold): Nail that down for us. (Sampson): I'm obviously not talking about selling worthless products. But I am saying that your product isn't going to be 'perfect' anyway, so get it good enough and get it sold. If you want to make money, you never will by focusing on anything that doesn't contribute directly to bringing money in the door... Sorry to say it, but perfectionism (which is another strain of procrastination) is not one of those 'bring money in the door' type of things. (Gold): So getting it perfect is just another way of not getting it at all? (Sampson): Okay, yeah. Now, I happen to know from personal experience that this is a HUGE hurdle for most people to cross because of fear-fear that someone who can do the product better than you will see it, read it and criticize it. But you know what? Three reality checks - here they are… One-If you're honest and did an honest job in something you honestly know about, then it doesn't matter if one or two people out of 1000 write you some nasty comments. Two-You are free to update the product later! Product creation is NOT over after first release and you really need to quit worrying about the few people who will see the version one. Offer a good return policy and let whoever wants a refund get one. Three-Most of the time we're worrying about stuff that won't happen anyway. In other words, you WILL make more money than you are now if you "get it good enough, get it going and get it great along the way!" Keep doing that and eventually I promise you'll find yourself riding a 'success' wave that will blow your mind! (Gold): Okay, so getting it out there is the key. Now how do you go about that, and how do you make it stick? (Sampson): Right, get this-Average Joe selling Product X-$19.95. Online Super Guru selling Product X-$97. Hmmm. I don't know about you, but pass me some of that special guru juice or whatever else it is the second guy has for breakfast, 'cause I sure as heck could do with the extra money. What about you? Care for some Super Special Vitamin $ added Guru Juice as well? I got a recipe for a concoction I swear will turn anyone into a super guru, if they just take two tablespoons twice a day. Er, one thing though... Before you drink, what exactly is an online guru anyhow? (Gold): Right, okay. So how do you get to be the guy who gets the $97 instead of the $19.95? (Sampson): What’s a guru-an expert? Someone with all the answers? Someone who makes over $100,000 a year on the internet? Let me tell you right off the bat-experts are a dime a million. There ain't no one, and I mean NO ONE, with all the answers, and $100,000 a year online isn't really too impossible, 'cause I know former truck drivers, pizza delivery guys and automobile sanitation engineers (yeah, car wash dudes) that make $100,000 look like chicken feed… Ever wondered then what makes them any different from you? I've been stalking quite a few of them recently, and I think I found something! And it's not in their diet, and it’s not where they shop for their long-johns. Last week, I snuck inside one of their Super Secret Club Meetings. And here’s the deal-I learnt a Super Secret Four Step Code that they live by. And anyone can copy it! Trust me, just follow this Four Step Super Guru Secret Code, and voila you can be the one selling Product X for $97. So forget the juice, for now at least. Live by the CODE instead! Super Guru Secret Code Article #1) Everything should be made as simple as possible but not simpler. Now there’s Einstein for you. That’s Number One. Our heroes have adopted this belief themselves. Really! Think about it... Corey Rudl, Yanik Silver, Mark Joyner, Terry Dean? Ever read their stuff, and found yourself thinking, "...Is this it?" Well actually, YES! It is. I mean don't get me wrong, these guys do teach very powerful tactics that literally ooze cash. But for some reason, people are always looking for some eighth wonder of the world from them. You ask, "How do I generate traffic?" They answer, "Write some articles and submit to ezine editors with your signature file attached." Simple enough, but your reply, "Is that it?" Hmmm... (Gold): This is cool. What’s Super Guru Secret Code Article #2? (Sampson): Are you ready? You sure? Here it comes… Super Guru Secret Code Article #2) This is a business and must be treated like one. I don't know if you realize, but the people you emulate don't only sit around on their butts and watch TV. They work, often very hard, especially when launching a new project. "$50,000 in 30 days, 15mins a day?" Get real! You want money online? Then you gotta get up and work for it. Do something. Start now, don't wait to perfect it. Put it out there and work on it as you go along. (Gold): You’re on a roll, Alex. What’s #3? (Sampson): Super Guru Secret Code #3) Testing and stats are King! The single biggest revelation I got from the Super Secret Guru Club Meeting I crashed was this-test everything, record it, tweak it, and test it again. When you got it, don't screw with a working system. You can keep testing, but don't make stupid drastic changes. No kidding-run your stats daily, you must. Don't argue with me, I was there at that secret meeting, remember? You wanna be a guru, you gotta keep track of your stats. Live by the CODE! This looks like just talk and numbers, but get it, really get it. The reason Super Guru is selling Product X for $97, and Average Joe is moving it for $19.95, even if Super Guru is doing less volume, is because Super Guru knows his 'numbers,' and he understands at what price point he starts to make a profit! See, unlike Average Joe, Super Guru isn’t guessing and gambling with his advertising. It is all a calculated investment. At the very least, you have to know these numbers… · Number of unique visitors daily · Value of a unique visitor · Conversion ratio -- visits to sales · Conversion ratio -- visitors to leads (Gold): So the buyers tell you what sells. You don’t tell yourself, not even when you’re a guru. And the only way for them to tell you is by the numbers. (Sampson): That’s what the gurus said in the secret meeting. (Gold): Don’t keep us waiting. What’s #4? (Sampson): Okay, big number four. If one, two and three weren’t obvious enough for you, number four certainly is… Super Guru Secret Code #4) Relationships and knowledge are everything. See now, like it or not, I found out that a lot of the top gurus are-gasp!-close friends! Not necessarily before they became gurus, but certainly after they recognized another person that's got it 'going on.' Why? Because if stats are King, then Relationships are Queen! Napoleon Hill teaches the power of the Mastermind... The gurus practice it. Simple. Most of them actually have time set aside every week just for seeking out new, and strengthening existing, relationships. Result: massive profits. Suffice it to say, endorsements are the single best form of advertising you'll ever come across. Hint, hint... Gurus of a feather all flock together. So, start flocking. Get out there and create your own JVs. Start small, try your luck. Email folks and make them offers they simply can't refuse. (Gold): But if I’m Average Joe and I’ve got a deal for Guru George, is he going to listen? (Sampson): Hey, even most Super Gurus will work with you on something if you can present a project that doesn't tarnish their name by association, and one that is highly (I said HIGHLY) beneficial to them. (Gold): What’s another key to making those connections? (Sampson): Well the real silver bullet in making a good business connection is in making a good friend or at least a half decent associate. In other words, 99.9% pf the time the person to person relationship should come before the ‘help me sell my stuff’ relationship. But that’s a whole other can of worms… Don’t even get me started on that, so I’ll try to move away from it, but one final thing… If you want to make these relationships, the single best way to do so is to go to where these relationships can be made… We say it all the time but people don’t take it seriously enough. The real million dollar value out of seminars, the real worth of making a “sizeable” investment like that to go to one, is far over and above the info you pick up in the conference room… It’s the people you meet… The folks you have dinner with… The guys you get to see drunk at the bar at night and use it as blackmail. LOL People need to realize that there is only so much relationship you can build sending an email to a guy who gets 1,000 pieces of email a day that he has to look at. And what's more, speaking of ‘investments’ these gurus often spent several thousands of dollars on learning material themselves. Puzzling? Not at all! People spend tens of thousands of dollars on college educations that sometimes land them sanitation engineer jobs. Hey, I'm not knocking college, okay? But the same folks would cringe at spending more than $100 total on a lucrative education in online direct marketing. Now that, my friend, is puzzling! Wanna know what Jonathan Mizel-a true guru-believes? He says that if you take away all that he has, all those piles and piles of money, but leave his knowledge and contacts, that he'll make his fortune back in no time! That's when the meeting was adjourned. They did the secret handshake all around. I climbed out the back window... Get started now, maybe I'll see you at the next Annual Super Guru Secret Meeting. Besides-that Guru juice tastes horrible anyway! (Gold): Great, Alex, thanks. ______________________________ Quick Summary: So what did Alex learn at the secret meeting of the super gurus? One, keep it simple, but not so simple it looks simple. Two, it’s a business. Get off your butt and make it happen. Three, numbers are real and they are your customers talking to you. Four, network, network, network. Do you want to have your own secret meeting with a super guru? Sign up for Alex’s newsletter at www.ultramarketing.com and get Alex himself feeding you red hot marketing tips and tools. You can visit Alex’s site by clicking on the image below: Jason & Skye Mangrum www.JMSkye.com He's "The Marketing Machine." Jason and Skye Mangrum are surely one of the most innovative Internet marketing teams out there. Their special expertise is JVs, as the inventors of software that automates the Joint Venture to a 30-second process. But their knowledge-and their success-range much farther; including generating targeted traffic, affiliate marketing, and extraordinary promotional strategies. Jason is also author or co-author of several books and is widely sought after as an inspirational Internet marketing and general motivational speaker. Let's see what inspiration the Mangrums have for us here. (Gold): What's the biggest factor in your online success? (Skye): Compatible teamwork is crucial. Finding and pursuing common goals, and a fanatical dedication to expanding our marketing arsenal. This includes books, DVDs, courses, seminars, joint venture partners, networks, and hired guns (or freelance experts). But that's only the beginning-there are many many more ways to get yourself out there and to be useful and earn people's honest gratitude. (Gold): Where else does success come from, Skye? (Skye): Testing and tracking has given us a way to see and learn what really works to increase sales, conversion rates, and site traffic. Adtracks in particular has proven to be very useful. See, my fortune cookie tells me, "To teach is to learn twice"-that’s so wise and so tasty. Jason and I also create and post free helpful pieces of software specifically relevant to that, helping readers to learn and to apply it. (see: www.UseManifestSoftware.com for an example) (Gold): It seems like your business building philosophy is 'what goes around comes around,' so get as much going around as you can. (Skye): Exactly. In the same vein, another thing that has helped dramatically in establishing a solid source of income online... friendliness in high places. If you ever get the chance to contact someone you have always studied and admired, do it! Have no fear about repercussions-ask how you can help or get involved without requesting anything in return. You want to make a friend, you want to find a mentor-more than one if possible. Relationships are very important, so make them positively. Let any bad feelings or grudges go. Focus on creating and establishing good and happy relationships with tycoons in your fields of interest, or others living and working in the style that you would like for yourself someday. Surround yourself-your home, your mailbox, your inbox, your bookshelves-with the creative knowledge and input of great men and women. Something is sure to rub off. (Gold): So you've got all these great connections, and you've put together a really powerful joint venture. Now how do you get it out there? How do you put it across so that people can't miss it and have to respond? (Jason): Wait! STOP!! The Internet Has No Future! (Gold): Huh? (Jason): See? You're involved already. (Gold): So shock tactics are key? 'Shock and awe,' eh? (Jason): Yes and no, more subtle than that. This concept that has been used for the most successful marketing campaigns in history, yet very seldom-if EVER-is it used in Internet marketing... Let's call it Shock Value Marketing. Everybody thinks self-gratification is where it's at for the reader or browser. WRONG! It's... "SHOCK VALUE MARKETING!" Here's a fact: the subconscious mind retains information that is stated in an extraordinary way nearly six times better than if it "fits the norm." Think about really making use of the fabulous information I am giving you right now and you could own Fort Knox. If internet marketers would adapt this concept to their ads, articles and sales letters, they would immediately see profits coming out of their ears (replacing the tufts of unsightly hair). (Gold): How about some examples from the advertising world? Have you ever seen those NIKE commercials where the entire presentation has absolutely NOTHING to do with shoes? Or how about that new 7-UP commercial where the guy takes his clothes off in the middle of a public street? SHOCKING! If you've seen it, there is no doubt as soon as I mentioned "7-UP" you thought "oooh naked man..." right? The simple TRUTH: people remember off-the-wall presentations more often than regular, everyday, "full-o'-fluff" sales letters, ads and articles. The mainstream media uses these battle tactics to make their products or "brand names" stick in the readers' minds. (Gold): So I notice it, right, can’t help it. Now what pulls me in and helps me respond? (Jason:) The entire strategy is relatively simple to implement. Just write a regular article, sales letter or ad in the "normal" way, then start back at the top of the page or headline and try to replace or add in a phrase that would definitely make the reader embrace his own curiosity. It helps if the headline has something to relate to the message. (But isn't always necessary.) Try to maintain good ethics when using Shock Value Marketing. You don't want a headline full of coarse language, or sexual innuendos. You want to make it as 'memorable' and witty as possible without making it offensive or just "plain profane..." So here you are. You're holding a pie. Do you eat it and waste its potential while gaining 10 pounds in the process? Or do you implant a firecracker and throw it into a crowd where it's sure to gain EVERYONE'S attention? The choice is yours. Use the pie wisely. (Gold): Are there exceptions to the Shock Value philosophy? (Jason): Oh, sure. For instance, you'd think flash animation would be a great way to deliver visual shock, right? Well, it's not. You can lose a lot more business than you gain. Here's why: your prospects and customers are most likely visiting your website using all types of different computers, connection speeds and internet configuration settings... What may look GREAT to one visitor may not even appear for another! You could very easily have shelled out hundreds or even thousands of dollars to have a website created using the Flash technology, only to find out that some of your visitors will never see it! (Not to mention the loading times can cause your visitor to close your site, never to return again.) (Gold): Where else do marketers go wrong? (Jason): The "Internet Catalog" Approach -- you see this everywhere. Hard-working businessmen and women get online to sell their products or services, and have a site created for them that contains a link to just about everything they offer on one page. Their thinking goes along the lines of, "...well, I don't want to leave anyone out. If they come to my site, I want to make sure I have what they're looking for..." This way of thinking could not be further from the truth. Here's why: There's an ancient rule that goes back to the very beginning of direct-marketing on the internet, taught by the richest, most legendary and well-respected internet marketers of all time... When you give your prospects too many choices, they become confused and aren't sure what to do next. Confused people never buy anything. (Gold): So after you deliver the shock, keep the prospects focused, don't spread them too thin. What else can go wrong? (Jason): Having a "Graphics-Based" Website is a big risk. Sure, graphics can certainly help us to visualize a particular situation or circumstance, product or service. But did you know that having a graphically driven website can actually DISTRACT your visitor away from your sales message? Your sales message, or the web copy, is the #1 most important factor in a website that makes money. If your visitors are paying more attention to your "professional graphics" than your sales message, you've just lost another sale. Here's why: you've got approximately seven seconds from the time your visitor arrives at your site, to the time they decide whether to buy your product, get more information or LEAVE. If you've got a graphically-intensive website, your website will most likely still be loading past your seven-second time limit. (Gold): Thanks, Skye, thanks, Jason. ______________________________ Quick Summary: So network out and up, especially up. Give better than you get and it will surely come back. Then, when it’s time to make the sale, grab attention any reasonable way you can. Or better yet, any unreasonable way that is still respectful. And once you get that attention, don’t let anything bleed it away-keep the prospect focused right on the message. Even the product is not the message, not really. So make sure nothing, not even product presentation, comes between the interested prospect and the killer copy. As beneficially “shocking” as this was, there is much more wisdom to be explored at the following websites: www.JMSkye.com www.HowtoBuildYourWebsite.com www.UseManifestSoftware.com www.JasonMangrum.com Final Thoughts Dear Fellow Rainmaker, I'd like to congratulate you for seriously taking the time and studying this entire course. Hopefully at this point, you have taken notes so you can see what you can implement to create a better business and a better life. I'd like to acknowledge all the marketer's that helped out with putting this course together. Without them, it wouldn't have been possible. You now have enough knowledge to unleash the Rain Maker within you whenever you desire. Remember, knowledge without application is worthless. So make sure you are using this information to your benefit. You have everything it takes right now to build any online business into an outstanding success. You have all the talent, intelligence and resources that you need. So what are you waiting for? GET OUT THERE AND START A DOWNPOUR OF TRAFFIC AND SALES FOR YOUR BUSINESS! Most sincerely, Matthew Gold & Joseph King P.S. None of this information is of any use unless you take it and put it into action. Maybe you believe you are a procrastinator, or just aren’t smart enough to put this stuff into play. The truth is that YOU are smart enough, good enough and talented enough to do this. Create a self-image of action. Become a doer. If you’ve chosen NOT to take notes while going through this course, isn’t it clear that you haven’t gotten the full benefit? Change your beliefs today. From now on you are a person of action. You get things done. You accomplish you’re goals. Make the decision right now. You will apply the knowledge within these pages to make outstanding changes and extraordinary money from your businesses. Truly all the specific information on successfully marketing your business that you need to reach great levels of success is within this course. Having said that, I hope you noticed a common theme that each one of the successful marketers touched on. Action is definitely key. Things don’t have to be perfect. Realize that you have RIGHT NOW everything it takes to build your company to huge levels of success. You have all the talent, resources and ability to do so. I can only hope to hear of your successes. But it all starts with you. It all starts with your beliefs. If you don’t believe your worthy, or if you have a negative attitude, all of the million dollar lessons in these pages mean nothing. Application is everything! So don’t put this course up on your shelf without applying something you’ve learnt RIGHT NOW. In the words of Nike, “Just Do It”. ­ÿ UVXY[\^_abdeghjkmnpqýýýýýýýýýýýýýýýýýýýýýýýýýýýýý­ÿþq…†œŸ ¢£µ¶¸¹ÊËÍÎãäæçFGIJXY[\@ýýýýýýýýýýýýýýýýýýýýýýýýýýýýý@ACDÎÏÑÒe f h i ¶ · ¹ º ¼ ½ ¿ À Â Ã Å Æ È É ñ    ýýýýýýýýýýýýýýýýýýýýýýýýýýýýý  . 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